Duct Tape Selling Independent Review
In this video blog, I’m doing a book review on an incredible book by John Jantsch called “Duct Tape Selling: Think Like a Marketer, Sell Like a Superstar“. John Jantsch is also the author of the top selling books “Duct Tape Marketing” and “The Referral Engine“.
Before I get into it I want to thank Paul Feldman of Insurance News Net for interviewing John Jantsch. Had I not read the great interview in your magazine, I probably never would have bought the book, I probably wouldn’t have read the book, and I probably wouldn’t be on video right now publicly in front of thousands of people doing this book review.
My overall one sentence description of “Duct Tape Marketing” – The book was awesome, and is a MUST READ for anyone in the financial services industry.
Buy Duct Tape Selling on Amazon here: http://amzn.to/1tPi5wy
I seriously couldn’t put this book down, John clearly laid out how you need to change up your communication to reach the top, and the fact that you can’t just rely on being a good salesperson anymore. In order to succeed in today’s world, you must understand marketing, and you must understand how to communicate with people in today’s age. A lot of the old school ways of selling (especially hardcore, high-pressure selling) do not work today, and the old school ways of creating authority and becoming an expert don’t hold as much water as they do today. And this book literally spells all of it out.
Just to let you know how much I love this book. I have my own book coming out in just two weeks from now, and I’m still on here promoting the heck out of this book when I could be marketing mine. “Duct Tape Marketing” is truly incredible for any entrepreneur, and I couldn’t have explained the need for salespeople to become marketers into better words myself. John Jantsch does an incredible job of communicating why you need to start thinking like a marketer to become a better salesperson if you want to succeed in today’s world.
In our industry, the financial services industry, I think a lot of you have probably seen that there’s some amazing sales superstars. Some of you have been trained by some of the very best in sales, yet so many of us struggle with marketing, and have to outsource it to 3rd parties. However, some of the very, very top financial advisors (in terms of how much money they bring in and how many people they help), have achieved excellence by learning to become great marketers and great salespeople. And the advisors that really understand marketing are going to just skyrocket to the top, leaving the other salespeople behind.
Let me go over a few things that I absolutely loved in this book. To begin, John talks about how listening is the new prospecting, how story building is the new nurturing, and how value delivery is the new closing. I love that. Always be adding value!
John also talks about this gentleman who literally moved his family across country lines, where he knew not a single person. This guy did not own a real estate license, he had never been in the real estate business, yet he decided one day he was going to become a real estate agent in Canada. He quickly became a real estate agent, got his license, and within three years he became the number one salesperson and the highest paid salesperson in this entire Century 21 office, in a very, very big office in Canada.
How did he do it?
It was all because of executing some of the things that John teaches in this book like blogging and starting to write to become an expert online. He also listened to his customers and just kept adding tremendous value anyway that he could. In less than 3 years, this guy literally leapfrogged his real estate agent competitors who had been doing it for 20 to 30 years. The great news about this book is that John just doesn’t say here’s what you need to be doing, he actually tells you how to do it, which I absolutely love.
He even talks about how to do a podcast which I thought was really cool. That’s something that I wanted to learn personally, and John spells out the steps, and even explains the right microphone to buy, and all the little gadgets and things that you do need to do a great podcast.
John Jantsch also talks about how to find your value proposition, which is incredibly important for any small business owner and, of course, financial advisors. I love the whole chapter where he shows us why “teaching sells”, and that teaching really is the new way to sell going forward.
I’m going to read this paragraph here out of the book. It says, “Which sales professional would you choose based on a random Google search? The one with a nice LinkedIn profile which is many of us, or the one who has published authoritative and expert e-books, articles and blog posts on the very challenge that you hope to address?”
Of course, it’s the latter, because teaching and authority sells today.
The other chapter that I absolutely loved is how to “create an expert platform”. This is where he describes the story of Andrew McKay, the real estate guy that knew nothing about real estate, and didn’t even have a license, but still managed to create his own expert platform in three years or less. You must read the book just for that chapter alone.
John also spells out how to become an authority, and how you can build your own little platform both online and offline. He also discusses why learning to be a good writer is a must. Here are some of the reasons from his book that are worth noting.
- Writing will make you a better salesperson
- Writing will make you a better thinker
- Writing will make you a better listener
- Writing will make you a better speaker
- Writing will help you continue you to be focused on learning
- Writing will allow you to create bigger ideas and writing will establish your name
Then, at the very end of the book, he talks about always beginning your sales and marketing process with the end in mind. For instance, always think of the end in mind such as how your clients will feel 180 days after purchase. I think a lot of us, including me, we get in this mindset of making the sale, and we don’t think about 180 days out (or even 10 days out).
If you could think with that end in mind about how your clients are going to be judging you, how happy they will be, and will they have enough reasons to be referring people to you in 180 days after they become clients? Are they going to be 100% satisfied, pleased, ready and able and willing and excited to share what you’ve done with them 180 days from now?
If you can create that kind of excitement, and that experience of working with you, you’re going to be at the very, very top in no time at all. So always begin with the end in mind about where your customer is going to be in 180 days from now.
Finally, go and buy the book, Duct Tape Selling. I even have a little link here right below, you can go buy it on Amazon and get the lowest price out there right now direct on Amazon. Check it out, Duct Tape Selling: Think Like a Marketer, Sell Like a Superstar.
John Jantsch, I’ve never met you before, and I’m not getting paid to do this by any means. This is completely independent, and I just wanted to say that you nailed it with this one. I can’t wait to read your other books, Duct Tape Marketing and The Referral Engine. I’m going to go buy both of them, and once again thank you Paul Feldman for interviewing John, otherwise I never would have known about this amazing book.
Duct Tape Selling is a must read for any small business owner, financial advisor, entrepreneur, or salesperson. It is a glimpse into the future of what selling will look like. And not only does John tell the reader what he or she should be doing to excel as a salesperson today and into the future, he spells out exactly how to do it as well.
Buy this incredible book at Amazon.com here now – http://amzn.to/1tPi5wy