Even though I am a bit annoyed (ok, jealous) by the ease by which people like Michael Port, Seth Godin and Guy Kawasaki seem to spin out gigantic volumes of books, posts, products and communities in their sleep, I am happy to let you know about the new book Michael just released with coauthor Elizabeth Marshall called The Contrarian Effect: Why it Pays Big to Take the Typical Sales Advice and do the Opposite. (You might have read my review of Michael’s other recent book, Beyond Booked Solid)
You know from my recent post about my exasperation with sales letters that our new world needs some new models of selling. A blurb from the book says:
"High technology and instant communication have put customers firmly in control of the sales process. They don’t answer calls from unknown numbers; they demand honesty and transparency in the sales process; they are well informed about your product before they deal with you; and they have no patience for pressure tactics like closing questions. No wonder traditional sales methods no longer work."
For many of my readers, they are so nauseated by the "old tactics" that they just avoid thinking about selling altogether. The problem is that without a strong and ethical sales process, your business doesn’t do much but sit and drain money and energy.
This book, like Seth’s The Dip, is a nice and slim read that strips things to the essence and gives practical advice. I don’t know if it is a trend, but thin and to-the-point business books seem to be en vogue.
To follow their tagline of "doing the opposite," Michael and Elizabeth are promoting their book a non-traditional way: holding an online auction of a whole bunch of goodies such as two tickets to the Inc. 500 Conference in Washington DC (Jim Collins is a featured speaker there – I have seen him live and he is amazing.) or a ($3,000) seat in Michael Gerber’s Dreaming Room (gotta love a man confident enough to wear a white suit and pink tie) , or even my own little "workshop that could" (where you answer the question "is this all there is to life?" hint: nope, not even close). The currency for the auction is books, so the more copies you buy, the more points you can use to bid with.
Check out the auction here. It has a short run, just about 22 hours left as of this posting. Enjoy!