Book Review – Selling Retail – Book One by John Lawhon


one of the sellers lowest highest paying in America has written a two-part course in the art of selling retail.

if I were to try to get through this as soon as possible, you could simply say that the first book of Mr. Lawhon in this series is mainly based on two premises. To succeed, a retail seller must:

A. Be able to recognize the real needs of the customer and

B. Be equipped with the knowledge and skills necessary not only to meet those needs but to help the customer to realize what their needs really are.

the Mr. Lawhon presents the case that people of good sales, i.e., professional, successful and highly paid, will work to achieve these two objectives. Those who enter the profession of sales without these learning skills and the adoption of this attitude only become “order takers”, which will never reach the potential presented by a sales position in retail. In summary, Mr. Lawhon believes that sales professionals more high quality and truly successful are not born, but achieve success through learning and practice.

the Mr. Lawhon is based on the lessons of their own years of selling furniture and an extensive body of research personal to make or illustrate your points. For example, explains why the approach the customer is so important, and also explains how to make that approach… and why. He believes that each approach to a client must be a genuinely joyful way beginning to break the wall erected by many customers. Then believe in communicating with the client, both for “break the ice more ‘ and open lines genuine communication as well.”

this opening and expansion of communication is fundamental, because it is through this that the truly competent sales person will begin to know the customer and their needs. As noted above, is this recognition of the needs of the customer that will allow professional sales begin to illustrate and apply the knowledge and skills that will be “tools of the trade” by which the sales professional will be able to help the customer find the product that really meet their real needs rather than a product which will provide only partial satisfaction seeking.

in order to guide the reader through the entire process of sale by retail, or at least the parts in this first book, Mr. Lawhon has divided his book into three main sections:

I. Revelations

in this section, the author reveals 11 basic principles that will be of value to the reader. Many of these seem to be taken from the experiences of the author, and makes extensive use of storytelling and parable to illustrate the various points.

in one chapter, for example (viejo feo was a dog), explains that beauty is in the eye of the beholder. He uses the example of how he taught his sales staff to sell what most seems a horrible sofa just come to understand that there would be still some people who seems perfect and that for these people, the sofa is sold without their help, but could lose the sale by openly or tacitly to express their opinion about beauty , or lack of it, of a piece of furniture (in this case) until the customer had expressed his opinion.

after having used the history of the old ugly to make a basic point, elaborated by pointing out several lessons to be learned from this a simple story. In this case, for example, explains that until you know what the customer needs and wants, including their perception of “beauty”, you may be trying to sell something that does not come the same way that do. This is very counterproductive, since it is easier to sell someone something they like rather than they like something it sufficiently well as to buy it if you don’t really care for it.

II. groups of knowledge

based on his personal experience, Mr. Lawhon believes that a high-level sales professional should have five groups of knowledge at your fingertips.

* knowledge of their products and those of its competitors.

* knowledge of their inventory and that of its competitors.

* knowledge of their advertising and their competitors.

* knowledge of your credit plan and that of its competitors.

* knowledge of its policies and its competitors.

with the fact that 75% of sales are made in 25% of the sales people, the author explains and elaborates on how competition in these five areas can help put the reader in the 25% that are doing the majority of the sales! Also shows how to accurately assess and meet the needs of the customer by means of these five groups of knowledge, seller with greater precision and success will enable the goal of achieving real customer satisfaction and a sale of the appropriate element to the right person with minimal effort during the sales process itself.

within this section, the author also gives important tips on how to go about the acquisition of the five groups of knowledge.

III. technical sales

having previously established a summary of some general philosophies of sale, in this final section, the author really starts to give instructions about the process of sale if same, focusing on greeting and approach to customer, your wishes and needs and make the selection of products that must meet them want and qualification needs.

at the end of this book and in the preparation of two books of “Retail”, Mr. Lawhon makes some valuable points.

he simply indicates that once they have acquired the five groups of knowledge received from the client, qualified to your needs and desires and I made a selection present, sale has still not started… and is the subject of book two.


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