Inculcating the marketing mindset!

THE FUNDAMENTALS OF SALES: The Psychology and Process Behind Successful Deals by SEMA DONALDSON
My rating: 5 of 5 stars

Sales is one of the professions in which most people feel uncomfortable or awkward. Most people think selling is for those with aggressive personalities or persuasive mindsets. Lesser still believe that the art of selling can be taught and learned as a skill, just like language, computers, bicycle riding, etc. Several young college graduates avoid signing up for sales jobs because of these inherent beliefs and lose out on a potentially rewarding and fulfilling career.
The fundamentals of sales – the psychology and process behind successful deals, by Sema Donaldson comes as a handy guide to those thinking about sales as a career. Donaldson, a sales and performance author with several motivational and educational books to his credit, has helped thousands of professionals build and hone skills, to obtain lasting results through his writings. His sales philosophy is simple and straightforward; he believes that success is not accidental, it is built through and hard work supported by psychological insight and structured skill building.
The fundamentals of sales is organized as four distinct parts subdivided into 12 chapters that detail the process of selling and how to get started in this competitive profession. In the introduction the author attempts to clear some of the misconceptions that surround sales. “Sales has been overcomplicated, overhyped, and deeply misunderstood. In one version, it is treated as persuasion, something you do to people. In another, it is framed as pressure, something you apply until someone gives in. And for many capable, ethical professionals, sales become something to avoid altogether. Manipulative. Uncomfortable. Not for people like me,” writes Donaldson. Clearing damaging myths and false beliefs about sales the author is quick to say that sales does not require any specific personality trait, rather skills and hard work.
Part one of the book deals with the psychology or mindset for sales, what is required, how to develop the same, and what the readers can take away from this section. Part two deals with alignment for sales, and why product knowledge alone is not enough to successfully close deals. Chapter four of part two titled “the hidden link between knowledge and anxiety” impressed me quite a bit. In this section the author clarifies that it is not emotional weakness that makes one anxious during sales; rather it is informational instability. This section presents an important lesson to readers in the sense that one does not need to talk incessantly to achieve a sale, rather than that one needs to be structured in presentation and not overwhelm the buyer with unnecessary information.
The rest of the book continues to provide lessons on valuable skills, and traits one needs to develop and inculcate to be successful in sales. Concluding with a humble chapter in which the author clarifies that his goal is not to impress, but rather to educate and inculcate a complete operating framework for professional selling in the reader. In my opinion this book would be a good read for anyone that is considering a career in sales or marketing, specifically for the young first-time job seeker who wants to succeed in this field.

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