In the second edition of David Sandler’s book, You Can’t Teach a Kid to Ride a Bike at a Seminar, he explains the Sandler selling method, the difference between your role and identity, and what it takes to become a successful salesperson.
He begins by explaining that to become proficient in sales, you need to be constantly practicing, improving your technique, and reinforcing the successful practices in your mind. The majority of the book is dedicated to breaking down the Sandler sales system, helping you understand what it is, why it works, and how to use it. At the close, we’re reminded that technique is not a guarantee for success in sales- a combination of attitude, behavior, and technique is what gives you the power to become a successful salesperson.
David Sandler got into sales after being fired by his own company. He started with a part-time job, which eventually turned into full-time employment, which led him to create his own selling system. Sales was a passion he only discovered after losing his comfortable, high-paying job. He was able to use his experience to train salespeople in a new system and change the way we approach sales today.
I am not a salesperson and it’s not a profession I find particularly interesting, but I was able to pull some helpful truths from this book:
- Your professional successes and failures have no impact on your worth as a person
- Goal setting is a practice that keeps you focused and motivated, and anyone can do it
- People buy emotionally and use their intellect to justify a purchase
- Failure is nothing to fear
I really enjoyed the graphs and illustrations used in the book. It made it much easier to visualize the concepts and helped to break up the text. There was a good amount of anecdotes and stories used to illustrate principles, but overall I felt the book dragged. This is probably due to my lack of interest in the subject because I do think it covered the most important elements of selling thoroughly and in a way that made the theories applicable.