November 1988
Journal of Personal Selling & Sales Management;Nov88, Vol. 8 Issue 3, p68
Academic Journal
This article focuses on publications related to selling process. One of the articles is "The Best (& Worst) Books About Selling," by Jack Falvey, published in a previous issue of the journal "Sales & Marketing Management." The author's five personal favorite books are Bob Taylor's "Back to Basic Selling," Homer Smith's "Selling through Negotiation," Jim Evered's "The Disciplines of Selling," Jack Lacy's "The Lacy Techniques of Salesmanship," and Joe Girard's "How to Sell Anything to Anybody." The author comments on the best and worst sales books. Another article is "The Fine Art of Writing a Sales Letter," by Linda Lynton, published in a previous issue of the journal "Sales & Marketing Management." Eight of the most common mistakes managers make when trying to write sales letters are discussed: not focusing on main point, not writing the letter from the reader's point of view, not stressing benefits, not making letter eye-catching and easy to read, not creating an attention grabbing beginning, not including a personal secretary not creating the right image, and not following up.


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