Communicate Better, Sell More
We get in later in the book how all communications, online or offline, are ultimately connected and are all still about the human being. I think why that's important for salespeople is that salespeople sometimes lose sight of the most important thing that they're offering, which is their own relationships. We've gotten so caught up with emails and all of these technologies, it's still about the person, and that's one of the things that I think makes a big difference in this book for salespeople.
PM: In the book preview I read it seems like you kind of weave in and out of other practical tips for business, like management styles or how to work with coworkers or subordinates. Is that something that people could expect to take away from the book in places, other ways to help them run their business?
RTS: Yeah absolutely. The third section of the book gets into integrated communications, and the whole idea there is whether you're an owner dealing with your employees or an employee dealing with ownership, it's about trying to predict what is going to occur.
I think the book makes people really have some "aha!" moments where they say, "I never thought about the way I communicate and what they're hearing me say, what they're hearing me write." I really try to get the point across in this book that sales is not a title, sales is communications. We're all in communications. Think of this if you're talking to your kid's principle, think of this if you're talking to your boss about a raise, think of this if you're talking to a peer on a committee you're struggling with. It's sales, it's just we're reframing it to communications. That's kind of how I think business people can get their hands around the book.