Author: Andy Bounds and Richard Ruttle
Publisher: John Wiley and Sons Ltd
Reviewer: Mihaela Berciu, leadership breakthrough specialist, Essentials for Excellence Ltd
I found Top Dog easy to read, practical and useful. I like the structure of the book and the fact it highlights the important points and the tips to remember in boxes. I believe this book will help anyone sell more; it contains a simple, step-by-step approach to influencing prospects.
Although the information is neither new nor unique, the book brings together good advice and lays out easy steps on how to successfully communicate before, during and after a meeting in order to close a deal.
I found the language and the tone of the book friendly and fun, without hindering the seriousness and value of the content. Selling is still the hardest thing for most people, and the book transforms this intimidating task into a fun one.
The part I found most useful was the chapter on writing a compelling proposal or business case. Speaking from experience this is where most professionals get it wrong and that’s definitely the moment that either makes or breaks a deal. The way the authors take the reader step-by-step and explains clearly how a proposal should be written, what to take into consideration and the language that should be used, gives the reader a competitive advantage.
The chapter highlights the very obvious but almost always ignored fact that you need to ask your prospects: What are they looking to find in your proposal so that you need to meet their expectations. The best lesson to be learnt is never anticipate what your prospect thinks, as that’s merely the projection of your own desire of what they want. This book teaches the reader how to avoid a very costly mistake.
I would definitely recommend the book, especially to people who are a ‘one-man band’ and rely solely on their ability to find and secure new business.
Star Rating:
4/5
