This book has been around a while now: first published in 2002. So a very fitting choice for The Forton Group to review in this, our 15th year of being in business. It's described as a “Leadership Fable” and, I have to be honest, that put me off. Other books in this same genre have come over as being just too cheesy for me. However, it was recommended by someone I trusted, so I persevered. I quickly found myself absorbed into the story. The characters were plausible and the scenario terribly familiar!
The big question is: why should an organisation specialising in leadership development review a book on sales? Yet, as Dan Pink points out “To Sell is Human”. And every leader needs to develop their influencing skills; selling ideas; untrodden paths; new frontiers for the organisation.
This book introduces a radically new approach to sales – based on the simple premise of focusing on the buyer’s need to buy; not the salesperson’s need to sell.