Cutting Thru The Bull

OK, lets take off the wraps and get down to business.

What are you looking for in a sales book, really?

A sales book will solve all your problems, instantly? Nope. You wouldn’t believe me if I claimed that would you? And anyway, such a book doesn’t exist.

You don’t want a touchy-feely, book on sales that will make you feel okay about being a loser, do you?

I didn’t think so.

You’re just looking for something that will cut through the bull and give you an edge on your competition, aren’t you?

Well, keep reading, because that’s what The Natural Laws of Selling is all about.

The world has changed. Cutting through all the clutter and noise vying for the customer’s interest is daunting. Jaded and cynical customers often don’t believe what you’re saying, even when you do manage to get their attention. It’s a tough, competitive world we live in today and it’s getting tougher.

But I’ve discovered something that is vital to your survival. It’s a gemstone that will allow you to cut through the bull and focus on what is really important in the sales profession. 

Here it is:

The primary building blocks of all selling are found in the basic principles, not the in methods.

This is what separates the winners from the wannabe’s.

When you lack this knowledge of the fundamentals, you fall back on using only methods and routines that are secondary in importance to the principles.


Because without a working knowledge of the basics of selling, you can’t adapt to the prospect’s problems and concerns that always come up. As a result, you end up trying one method after another, all the while losing confidence or certainty in your abilities.

It’s frustrating!

If you can’t shift gears when the client does, the tendency is to just push harder  with the tools you do have to work with.

A well-worn quote by Maslow states this idea clearly.

If all you have is a hammer, everything looks like a nail.”

This proverb is as true today as when it was written in 1966, with one proviso; schoolyard-bullying tactics are always the wrong tool for the job.

The fact that you may have closed one deal with this tactic is dangerous, because when you start to think that it worked, and the tendency is to use it again. But it doesn’t work, because that method doesn’t align with the principles.

Force is always the wrong way to handle a customer.Because they never forget how they felt around you when you used this tool, and if it was unpleasant, they never really forgive you.

When you have the right tools, know how to use them and know why they work, you can then keep your methods in line with the fundamental principles of selling.  

Once you know why something works, it’s easier to adapt its use to fit any situation. While knowing both principles and methods is vital to your success, principles are always senior in importance to methods. Keep your priorities in order and you’ll save yourself a lot of heartache.

That’s why I wrote this book.

daniel w. jacobs
(c) 2009 – 2030, all rights reserved


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