FROM ZERO TO HERO by J.F. Knott

FROM ZERO TO HERO

How to Master the Art of Selling Cars
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KIRKUS REVIEW

A successful, 20-year veteran of the automobile industry offers advice on how to manage the perfect deal.

Appealing to members of the profession and to readers looking for insight into how to influence others, this sharp, engaging manual of effective salesmanship outlines a process that begins with the proper greeting of potential clients and ends by following up on deals and seeking new customers. Mixing facts, statistics and clever scenarios, Knott suggests that success on the dealership floor requires an enlivened attitude, an effective read of those who look to buy and an objective stance during negotiations. With clear, simple prose and a generous sampling of relevant quotes from Thomas Jefferson to Oscar Wilde, the author reveals the often-intimidating strategies used to hook interested buyers, information crucial to not only the sales team but also non-professionals nervous about buying a vehicle. Useful suggestions here include the importance of judging how much personal space a prospective patron needs, the benefits of pausing after the objections of a customer and the necessity of earning, through the use of empathy, the right to ask for a commitment. The impact of words can be dangerous to a sale; negative questions (“Why won’t you buy?”) should be transformed to positive requests (“Can I do anything to make you more comfortable to buy?”). Knott tells readers that the average person comes in contact with nearly 25 people a day; therefore, to pump up positive results, that person must increase face time with others. In deal-making, identifying the type of negotiator that sits across the table may just be the most crucial step of the process: Is he a bully? A softy? Or someone likely to say, “Take it or leave it”? Because of the non-technical style of the book, the recommendations can be applied to any interaction, whether professional or personal.

A fun, quick, informative read for both sellers and buyers.

Pub Date: Aug. 7th, 2007
ISBN: 978-1-58348-019-9
Page count: 224pp
Program: Kirkus Indie
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