Book written by Martyn R. Lewis (no relation)
For those of us who did any selling in the last century, there has been a lot of head-scratching about what happened to the “good old days” when we knew how to convert an opportunity to a prospect to a sale. When you could make a cold call on the phone, or in person and actually advance your sales process through recognizable steps.
A couple of weeks ago, I got an email from a book publicist. In the instant before I hit “delete” a bit of her narrative caught my eye, and I realized that perhaps this wasn’t another automated email trying to get me to buy something. She wanted me to read a book and offer feedback. After researching the publicist and the author, I did.
The book claims to be not just another sales technique book and it is not.
Lewis introduces an entirely new framework for creating customers. (After reading the book, I can’t even say “selling” any more). He not only answers the question about why we don’t recognize the modern selling game, but gives a comprehensive new framework, coordinate system and instructions to allow navigation in that framework.
Turns out, its not about selling any more. It’s about buying. Lewis points out that we are in the third generation of commercial activity where the customer has all the information they need and is in much greater control of the process: a process he calls the Buyer’s Journey. He contends convincingly that as different as the process is from traditional sales activity, it is predictable and manageable. It is clear that the successful organization is one that learns help their customers navigate their particular Buyer’s Journey.
Lewis proposes some pretty radical changes in the way we spend our sales and marketing dollars and effort and backs up his assertions with research and practical experience.
A couple of readable and relatable case studies are carefully crafted to illustrate the points made in the rest of the book while telling an engaging story.
This book is going to be a seminal work in the evolution of commercial success in the early part of the 21st century. It is available for pre-order now on Amazon.
Scott C. Lewis