Reviews (5)

Maybe the worst tech book ever
As stated in a previous review, there are publishing errors that unforgivable. For instance layout problems make Chapter 6 almost unreadable.

I got to page 62 before reading anything worthwhile. I could go on. . .

I had grown to distrust this publisher, and now I remember why.

Book needed more beta testing
If you are looking at Microsoft CRM, this book does give a decent overview of some portions of the product. But in areas where additional assistance could really be beneficial (like customizing the application to work with other web apps), it is often much too brief. It does a very poor job of explaining detailed technical configuration tasks, settling instead for common sense advice about working witht users to make sure they accept the solution. A third of the chapters adress just general CRM topics, not anything specific to the Microsoft product.

At its best, the book will point out some areas where Microsoft dropped the ball, such as no ability to validate state abbreviations. But there are too few of these warnings and they are scattered sporadically about the book making it of limited use in evaluating the product.

At its worst, the book has a large number of printing errors that the most basic proofreading effort should have caught. Many diagrams are missing or do not appear with the correct caption. This makes some portions of the book very difficult to comprehend.

In short, this book has been of some value to me because it has improved my understanding of this product. But this book falls far short of being a definitive guide to the software and the sloppy mistakes are irritating.

Excellent Microsoft CRM reference
Special Edition - Using Microsoft CRM covers Microsoft CRM from basic functionality through the most complex concepts including workflow, configuration, customization and the Great Plains integration. The book also has a lot of good content on general customer relationship management concepts. The customization chapter includes real examples of using the CRM SDK to customize Microsoft CRM and the book's CD includes accompanying code samples. This book is required reading for anyone implementing Microsoft CRM.

Promises a lot and delivers very little
This book has been hyped up as being the definitive text for Microsoft CRM. In reality it delivers very little. While offering more than the dummies guide to CRM any user can gain more insight into the application using the docs supplied with CRM such as the implementation guide and also just by using the application

Still waiting for an intermediate to advanced text on Microsoft CRM

An invaluable introduction ideal for with shows sales
Special Edition Using Microsoft CRM by Microsoft expert Laura Brown is an invaluable introduction ideal for with shows sales, service, and business development specialists with respect to just how to manage small businesses with the sophisticated technology that, until now, has been largely reserved for large corporations with copiously funded resources. Based on Laura Brown's real-world experience building CRM systems, Special Edition Using Microsoft CRM provides all of the expert advice that any MS CRM user would need. ... Read more

Book Description

An "in-your-face" book for an "in-your-face" profession, this full-color introduction to Public Relations prepares readers for the cutting-edge of today's constantly-changing, Internet-influenced PR field. Using a unique hands-on approach that forces readers to think critically about PR situations, it captures the liveliness, vitality, and relevance of a field that is built on the important personal relationships, judgmental skills, and online knowledge that will dominate the 21st Century. The focus throughout is on the ethical challenges, the "how to" counsel, and the public relations conundrums that PR practitioners face everyday on the job. Features extensive internet applications; cases; "Over the Top" interviews with prominent practitioners and with CEOs of companies under seige; and "Question of Ethics" boxes.Focuses on five key areas: Evolution (What Is Public relations; History of Public Relations); Validation (Public Opinion; Ethics; Research; The Law); Activation (Communication; Management; Crisis Management; IMC); Execution (Public Relations Writing; Writing for Eye/Ear; Internet); Publics (Print Media; Electronic Media; Employees; Consumers/Investors; Multicultural/International Communities; Government; Future). ... Read more

Reviews (8)

Better works available
Having compared the two for a public relations class (at some expense to myself) I would say that the Ault book is better. I would not totally discount the Practice of Public Relations, but the book is anecdotal and tends to lack substance.

Practice of Public Relations (8th Edition)
I have never enjoyed a textbook this much! It is timely, interesting and provocative.

Seitel Succeeds
Practice of Public Relations is laden with strengths. While it covers public relations in a variety of disciplines, such as multicultural, and it covers a variety of case studies, such as the infamous Exxon Valdez disaster, its sheer strength lies in its writing style. Seitel's style is quite distinct from many other texts, whose writers preach the importance of writing, but fail to practice it. Similar to Michael Levine's Guerrilla PR: Wired, Seitel understands that a message will have less impact if the message is difficult to comprehend. Both Levine and Seitel make a welcome effort to rely on a friendly, warm, and inviting writing style, one that engages the reader.

Practice of Public Relations strives to keep up with an ever-changing public relations landscape. While releases retain their importance, it is equally important to consider video. Similarly, the target public may not be any one demographic, but a multicultural one, each with its own concerns, preferences, gatekeepers, and trusted sources of information. Also, the book takes into consideration the synergy of integrated marketing communication. Public relations does not operate in a vaccuum, and Practice of Public Relations takes that into consideration.

Above all else, the book lives up to its title, explaining the practice of public relations rather than being a lengthy tome on the theory behind the practice.

One of the finest PR texts available
I've recently attended Mr. Seitel's PR workshop. A truly excellent and insightful lecture about the truths of PR: how to obtain professional, real results without the BS.

Follow his advice and you will truly be successful in either a corporate or agency environment

Interesting Book for Everyone in Work Environment
This book is of unvaluable for anyone wishing to be a successful PR manager or executive. It is, moreover, very interesting for writers, journalists, managers, lawyer to read it. Indeed, it is for me the bible of PR for its being comprehensive, informative, full of related cases and examples, and most important, readable. The last chapters dealing with the Internet and IT role in PR seem the most important part of the book. I recommend that everyone take a journey in that book ... Read more

Book Description

As companies shift from hierarchical management into teamwork, managing is not nearly as important as coaching. Here is the first book on the coaching process written exclusively for sales managers--a brief, easy-to-digest primer on making the transition from a traditional boss to a sales coach. Created by an author/instructor who teaches sales management as the prestigious Wharton Executive Development Center, this guide shows sales managers how to: understand the nuances and payoffs of coaching: conduct coaching sessions and improve key skills such as listening and giving feedback; deal with problems such as discipline and reluctant behavior within the sales team; and coach and peers on oneself. ... Read more

Reviews (1)

Sales Coaching is practical, applicable, and long overdue.
I often say to Sales Managers, "Show me a great Sales Manager with lousy salespeople and I will show you a lousy Sales Manager." Then I tell them to read 'Sales Coaching.'

Linda Richardson has constructed the ultimate step-by-step guide in getting managers to reevaluate their priorities and focus their attention on improving the sales staff through effective developmental coaching. The book is easy to read and full of practical tips and coaching models that will make any sales team more productive.

Most importantly, unlike many sales management books, this work translates into practical application without the brain damage. Sales Managers should be able to apply these principles immediately. Read this with a highlighter in your hand - and be prepared to transform your sales management approach. ... Read more

Book Description

Never Be Boring Again is unlike any other book on speaking skills. It teaches a breakthrough method that can help you make dynamic business presentations in front of any audience, anytime, anywhere.

A powerful story - well told - is your secret to connecting with clients, colleagues and customers. With Doug Stevenson's Story Theater Method, you can become a "magnetic" speaker with the power to attract and hold any audience's attention.

You'll learn how to: use strategically chosen stories to sell your idea or product; use a nine step formula for crafting compelling stories; get your point across to insure maximum "buy in;" brand your message with a "Phrase That Pays;" incorporate humor so people laugh while they learn; get out of your own way and "Stand in Your Power;" and make dull and dry technical information come alive.

Whether you are speaking to five or five thousand, these easy-to-understand-and-apply techniques will immediately enhance your professional credibility. Are you ready to be more motivating, memorable and magnetic? ... Read more

Reviews (13)

Outstanding!!! Breakthrough guidance for speakers.
Doug Stevenson's book is superb! As a keynote speaker and author of the Amazon bestseller "How Great Decisions Get Made," I've read many books and listened to dozens of tapes. This is the best. Doug guides you through the steps that will take your speaking to a higher level. If you want to experience putting his guidance into action, be sure to sign up for his Story Theater Workshop. I read the book, attended the workshop, and now I'm conveying my message much more powerfully.

Written by the creator of the "Story Theater Method"
Never Be Boring Again is a solid, 352-page guide to spicing up business presentations in such a manner so as to fully captivate attention, inspire and motivate action, and bring about tangible, practical results. Expertly written by the creator of the "Story Theater Method", speech writer, and presentation consultant Doug Stevenson, Never Be Boring Again focuses on stories as power for getting and keeping the audience's full attention, peppered with tips, tricks, and techniques to keep 'em coming back for more. If you are charged with speaking in public, then Doug Stevenson's Never Be Boring Again is enthusiastically recommended reading for you!

Power-Up Your Presentations
People love stories. That's why the 'Chicken Soup for the Soul' books are so popular. But even better than reading a great story is the experience of seeing and hearing a story performed by a skilled story teller.

Doug Stevenson knows how to make a story come to life, and in 'Never Be Boring Again,' he shows you how you can do it, too. He makes the process (almost!) painless, even if you are not a natural story teller.

This is not a book about how to give a speech. It is a detailed how-to about making powerful connections with your audience through vivid and engaging stories. And it's not just 'rah-rah.' Doug walks you through the nine steps of story structure to help you craft stories that will engage listeners and get your point across. He shows how to incorporate The Phrase That Pays-a message that your listeners will remember and take with them. Then, Doug helps you use your body, voice and emotions to deliver a presentation that will hold the attention of any audience.

If you have ever watched a gifted speaker hold an audience in the palm of his hand, and wanted to know how you could do that, too, this is the book you have been waiting for. Don't wait any longer. Put Doug Stevenson's powerful Story Theater Method to work for you.

Cathy Stucker
Author, Speaker and Consultant

Highly Recommended
Doug Stevenson's book "Never Be Boring Again" makes a pretty bold claim. One thing that I learned in my childhood is if you are going to make a bold claim you had better be able to back it up because someone will call you on it. Then again you can get away with making a claim like that when you can back it up and Doug Stevenson does exactly that. If you've done much public speaking at all you know that it is easy to tell if you have an audience eating out of your hand or if you are losing them. The problem is finding a way to consistently keep your audience interested.

This is the same problem that has been around forever in the theater industry. How do you get your audience involved in the story? Well, actually that is the answer. People get involved in stories. Lists of numbers are useless unless they can be converted to an illustration that points out their effect. Using his "Story Theater Method" as the base on which to build, Stevenson takes the reader on a trip into the world of preparing powerful, effective presentations that lead people to action. Stories involve the audience and once it is involved the audience will pay attention. When the audience pays attention they remember the phrases you use and your "phrase that pays" has the effect you desire.

I had the opportunity over the last few weeks to try a presentation to various groups. So, I tried to redo part of it using the techniques in the book. The bottom line was that a great deal more of the people remembered much more of the presentation in the group where the techniques were used. They also asked more and better questions because they had been listening throughout the presentation.

"Never Be Boring Again" deserves the highest recommendation that I can give and should be required reading for anyone who is not a hermit because we are always speaking to an audience, even if it is just one person.

Awesome book . . . Just what I needed to make my story work!
This book gots me going in the right direction from the very beginning. It not only describes what to do, it showed me how to do it to make my presentation better. The clear and concise descriptions, through the use of examples and stories, made it easy to relate to. The book provided the steps needed for me to develop and craft my story. Then I learned how to make it come alive. The book is an excellent teaching tool for those of us who love a "show me how" book. It's easier for me to make the connection with my audience now that I understand how to do it. The added value I received of developing a powerful presentation was well worth the investment of time to read it. ... Read more

Download Description

"It's more important than ever for companies to objectively assess the value of their customers. But conventional measures of ""customer lifetime value"" haven't been linked to overall business value and haven't been useful to senior managers. Managing Customers as Investments overcomes both shortcomings.

Through practical examples and case studies, you'll learn a rigorous yet simple approach to estimating the lifetime value of your customers¿and how you can use that information to make better tactical and strategic decisions. You'll learn how customer value calculations impact customer acquisition, service, retention, and segmentation¿as well as strategic M&A and alliance decisions.

Whether you're a CxO, line-of-business manager, marketer, analyst, or investor, Managing Customers as Investments will help you focus your resources where they'll deliver maximum value.

Key takeaways include

• Customers are assets
• How to calculate the value of customers in a simple way
• How the value of customers provides the basis for marketing strategy and planning
• The importance of balancing the value of the customer to the firm with the value the firm provides to the customer
• How to use the value of the customer as a basis for firm valuation and M&A decisions
• The implications for organization and incentive structure and the limitations of product and brand management
• How to link customer value to business value
• Practical techniques for CxOs, line-of-business managers, marketers, financial analysts, and investors
• How to make better decisions about marketing, partnerships, and organizational structure
• Easy-to-use metrics and real-world case studies

What your customers are really worth: crucial knowledge for better strategic and tactical decision-making

How can you find out, without endlessly complex modeling? And after you know, what should you do with that knowledge?

Managing Customers as Investments has the answers¿and they may surprise you.

You'll learn surprisingly simple ways to get reliable customer value information...and get it in a form you can use.

You'll learn how to use it to measure your marketing effectiveness more accurately than ever before¿and drive improvements throughout your entire customer relationship lifecycle.

You'll learn how customer value can bring new clarity to decisions about M&A and firm valuation.

Everyone tells you to manage your business around customers. This book gives you the tools to do it.

" ... Read more

Reviews (3)

The Do It Smarter Book
Understanding that a businesses customers are one of it's greatest assets is not a new or novel idea.After all these are the people that pay the bills.But how can you fairly asses what the true value of any one customer is?Is it all based on total revenue, profit margin or market share?Questions that are difficult to answer and not really a black and white issue. This book teaches the readers how to see the link between customer value and firm value.It also does a great job of showing you which aspects of customer management are the most critical.One of the rules they want you to look at is long term relationships and strategies and not just the short term fix.

There were two great aspects of the book that made it one that can easily be used.First the authors made the decision to keep the approaches simple.You did not have to work through some multiple step process with NASU like calculations.The authors theory is that simple and intuitive concept can be implemented by almost all management thus insuring a better adoption rate.The second aspect I felt was valuable was that the book was full of real life examples.It was far easier to see how the process worked when you could relate to the examples provided.Overall I really enjoyed the book.It was informative, had great ideas and is one that can make a difference in any organization.

The marketing book of the year 2005?
This is a particularly thought-provoking book which, as have so many others, came from Wharton School Publishing. Columbia professors Sunil Gupta and Donald Lehmann have written regularly on the subject of Customer Value and Marketing over the last 20 years. Their articles and books have been standard texts for many MBA students interesting in customer value management for some time. Sunil and Donald have produced a jewel: it is so well written and convincing that, after reading it, you will rethink your customer relationships in terms of value creating opportunity and not in terms of expense.

Cool approach to help you better understand your company
This book argues a customer based metric to understanding not only firm value, but for making more realistic decisions about investing in new customers or even company acquisitions.The authors are quite frank about the vague nature of some of the components of the equations they develop because you have to make some assumptions about the future.I really like their statement that it is better to be vaguely right than precisely wrong.Upon close examination that statement actually sounds better than it really is, but it gets the point across.

The basic idea is that your customers represent a series of cash flows.Using the tools provided in this book you can make reasonable assumptions and make an estimate of their value to your firm.This can help company executives make better decisions about marketing spends, acquisitions, and in targeting customer segments.It can help investors and analysts double check company predictions and market valuations.

Since we have been through a period of corrupted financial reports by too many companies, it is great to have another tool to check the value of a corporation, no matter how rough.In fact, the measure is so easy to run, it would be great to make a range of assumptions to create a bounded "realities check" in order to see what would need to occur for a given investment or management scenario to be a good decision or realistic outcome.

The one tiny area where I think the authors head off into the world of making the whole world a nail for their new hammer is their idea of a CMO, a Chief Marketing Officer.There are too many Chief whatevers in companies nowadays.I think the reality is that if this turns out to be a useful and predictive tool that executives would be foolish to not use it.The role of marketing within a corporate structure has more to do with the role of marketing in the nature of the product.For example, Proctor & Gamble is a marketing firm and has to emphasize it much more than a captive auto supplier.It is not something that can be uniformly prescribed.

Far from being an abstract exercise in quantification, this is a lively and concise book with many case studies to illustrate the authors' points.Just beware that every new idea cannot really be proven with past data because of the danger of fitting the data to the needs of the tool.You will have to work with these ideas and see how they work in your organization.My guess is that these ideas will yield good results if used well.

Good business book. ... Read more

Amazon.com

To listen to its proponents, network (or multilevel) marketing is the greatest thing since sliced bread: top performers earn $1 million a month, reside in alluring places like Aspen and Kauai, and still find quality time to happily raise children and lovingly cement spousal relationships. Contending that those who fail to make it that far are ill prepared for the initial challenges they face, Mark Yarnell and Rene Reid Yarnell--married network marketers who are among the industry's leaders, as well as members of a University of Illinois faculty that teaches the only college-certified course on the subject in the U.S.--have written Your First Year in Network Marketing: Overcome Your Fears, Experience Success, and Achieve Your Dreams! to convey both advice and inspiration to newcomers. Peppered with personal anecdotes that bring their recommendations to life, the two offer logical strategies for overcoming rookie obstacles and kick starting a career. Individual chapters explore issues such as battling rejection, avoiding depression, handling prospects, supervising recruits, and managing time. Each concludes with a comprehensive summary, but save it for later reference and don't skip the preceding narrative, or you risk missing the book's considerable motivational component. --Howard Rothman ... Read more

Reviews (48)

If you like this book, you'll love Rene's newest release
Doug Weed was right - this is the bible of network marketing for new networkers. It has really been a helpful support to me and so many others I know. I have read and reread it several times and feel it essential for first year networkers.

But if you like this book, you'll love Rene's newest book for your prospects. It is called The New Entrepreneurs: Making a Living - Making a Life in Network Marketing. It does all the work for you to help anyone looking at network marketing overcome their resistance and seriously consider the industry without prejudice. Check it out. It's a book you'll find hard not to read in one sitting. And, although it is a business book, the stories are from the heart. I highly recommend The New Entrepreneurs as a means of building your network marketing business and Your First Year in Network Marketing once you've joined as a training tool. This will spare you the grief by teaching you what to do and, as important, what not to do.

Good, but a bit too generic
I hate to be the only person to NOT give this book 5 stars, but I don't think it deserves it.
The Yarnell's (now divorced) are probably the most successful spousal team in network marketing, and reading their lessons is important to each of us. Some of the gems in the book revolve around the distributor, as they become more successful, to remember that network marketing is a *simple* business, and should be presented *simply* less you alienate your prospects who would think - "I can't do that."
And the sections on the pitfalls and negatives that come your way your first year are great reminders of what you went through, or what to expect.

My problem is that the book, to appeal to as wide an audience as possible, is far too generic. They recommend against hotel meeting room presentations; well, my company isn't set up for this. They recommend against the uplines doing the work for their frontlines. Great advice we all need to heed, but my business is run almost 100% over the internet, that's just not applicable.

A good, good book I wish I'd read 13 years ago (it wasn't out then, of course), but which I feel is too vanilla. Regardless, I still recommend it to my downline when they join.

Network Marketing is the wave of the future
There is no doubt that home based businesses are exploding and network marketing is right at the top of that explosion. Network Marketing has gained acceptance and respectablity. It is the best low risk, low cost high return business available today.

Mark Yarnell shows how to earn a high income in this business. My only complaint is the title, it is not just for newbies or your first year. As a veteran in this industry, I found some things I never knew before and was reminded of some things I forgot.

Great book by Mr. Yarnell.

MLM Works!
This book is Excellent. The people that don't believe that Network Marketing will work have set in their mind "limiting beliefs", like the (Wayne) gentleman who gave this book 1 star. Most likely he didn't read the book.

Think and Grow Rich: "You become what you think about," Remember it!

People all over the world have made Network Marketing their "home". It's the best way to earn a living, while giving you the most freedom. This book is a great source of information and it will help any beginner to succeed. There is of course work involved, but join a company that has a great up-line, working w/ the best and getting the best training and support and you will achieve extra-ordinary results.

The reason why most people fail in MLM companies is because of the lack of training. If you got a J.O.B and the boss said; "Okay there is your desk, get to work" and provided no training, how long would you stay there?

I would recommend working for a nutrition company. Why? For three reasons: 1) because you will earn a great amount of money. 2) You will improve your health and 3) you will help others improve their lives. Some of my customers would say, "Those are expensive vitamins" and I would say, compared to what? Heart disease, Strokes, Cancer, or Diabetes? I would say you are getting a bargain.

All vitamins are not created equal. If you trust the regular store to your nutritional needs. I would consider going to the Veterinarian for your health care.

Information fro the informed
Excellent book for the new network marketer, Yarnell speaks from experience. Pay special attention to the detailed steps the authors recommend to avoid the pitfalls encountered in your first year, especially chapters on rejection and depression.
I could'nt imagine going through my first year without this book as a guide, EXCELLENT! ... Read more

Book Description

Praise for Managing Customer Relationships
A Strategic Framework

"Peppers and Rogers do a beautiful job of integrating actionable frameworks, the thinking of other leaders in the field, and best practices from leading-edge companies."
–Dr. Hugh J. Watson, C. Herman and Mary Virginia Terry Chair of Business Administration, Terry College of Business, University of Georgia

"Peppers and Rogers have been the vanguard for the developing field of customer relationship management, and in this book they bring their wealth of experience and knowledge into academic focus. This text successfully centers the development of the field and its theories and methodologies squarely within the broader context of enterprise competitive theory. It is a ‘must-have for educators of customer relationship management and anyone who considers customer-centric marketing the cornerstone of sound corporate strategy."
–Dr. Charlotte Mason
Associate Professor of Marketing, Kenan-Flagler Business School, University of North Carolina

"Don and Martha have done it again! The useful concepts and rich case studies revealed in Managing Customer Relationships remove any excuse for those of us responsible for actually delivering one-to-one customer results. This is the ultimate inside scoop!"
–Roy Barnes
Senior VP of Customer Strategy, Marriott Vacation Club International

"Every company that has customers has needed a reference guide like this for a long time. Peppers and Rogers are uniquely qualified to provide this essential tool for the field they helped to create."
–Jim Ryan
CEO, Carlson Marketing Group

"This is going to become the how-to book on developing a customer driven enterprise. The marketplace is so much in need of this roadmap!"
–Mike Henry, President and CEO, Equitec ... Read more

Reviews (2)

Don and Martha Do It Again!
Another stellar effort by the pioneers of one-to-one. This book tackles CRM on several different fronts, and includes thoughtful pieces from a range of expert contributors. The book features both tactics and theory, including a helpful history on the emergence of CRM as a major business philosophy and some of the original research behind relationship theory. A hefty reference, and a useful one!

But this book!!!
If you can only buy one book on CRM, this is it. This comprehensive reference covers CRM methodologies, frameworks, best practices, and case studies all in one easy to read and easy to implement volume. The book is filled with contributions from leading companies, well-known thought leaders in the field, and the best minds in academia. It truly has it all. ... Read more

Book Description

There now exists a wealth of tools and techniques that can determine if and how a Web site is providing business value to its owners. This book is a survey of those metrics and is as important to IT executives as it is to marketing professionals.
* Jim Sterne is recognized worldwide as a leading Internet business expert and is the author of several Wiley books, including WWW Marketing, Third Edition (0-471-41621-5)
* Explains the criteria for building a successful site, surveying the tools, services, techniques, and standards for Web measurement, and fully integrating those metrics with the customer experience
* Companion Web site contains links to online tools, resources, and white papers ... Read more

Reviews (7)

I'm sure there's some good information in here somewhere.
Jim Sterne clearly knows his stuff, but he has such a disconnected, rambling style that it is hard to figure out what he's trying to get at in this book.

For example, early in the book, he's just starting (in an unusually oblique way) to explain how log files work, then changes gear and reprints a long email from someone else about an application fault management tool, TraceBack. Helpful for some, I suppose, but off track.

This is one of those books, like "3000 Tips for Better Golf" that is probably best read in small random bits while on the john. Best used as a treasure trove by those who already are famililar with the landscape.

Excellent Resource
This book provides an excellent overview of how to run a Web site like a real business. If your mandate is to improve the success of your company's online presence, and you're unsure of where to start, you'll find value in each chapter. Sterne does a nice job of connecting Web metrics to traditional business concepts.

If you have a strong understanding of the value of Web metrics, or if your company already takes a serious approach to analyzing site data, setting specific business goals, and carefully measuring success, then you're better off selecting a more targeted book that delves deeper into your area of interest. Sterne covers a lot of ground at a macro level across a wide range of subjects. The table of contents provides a detailed overview, I recommend looking it over.

I read this book in 2004 and still found it current and informative. A few sections are a little behind from a technology standpoint, but don't let that deter you. This book gets full marks for making it easy to understand why tracking and analyzing Web metrics is critical in today's online business environment.

Excellent Book For Those With SEO Responsibilities
As a Search Engine Optimization (SEO) Specialist I found this book to be an excellent resource to clarify the differences between website traffic analysis, search engine optimization and tracking business success metrics. I like to drive home to my employer that we need to focus on the goals of our sites and define our own metrics as to what success means. My interest is always, "How will this increase sales?"

This book makes very clear which numbers matter and why, including web traffic, sales and marketing. I especially like the focus on "actionable" intel: metrics are great but what do they tell us to DO differently? How will this give us a competitive advantage? What does it tell our sales people?

I recommend this book for newbies as well as pros. If you're a pro there is so much in this book that there has to be something new that will help you compete. If you're a newbie you will soon be talking like a pro. Career advantage. It is written so anyone can understand it in a kind of Dr. Phil tone. I also like that it uses examples from all sizes of companies instead of just telling me how Amazon and EBay did it - like we're all in that league.

There is a lot of information here, it will take you a while to read it. No I did not find every chapter riveting but I seldom find that in any non-fiction book. Many times however I put the book down, weighed the insights provided against how we do things presently and pondered how I could convey the points to the marketing department. If I can give the sales force an edge we all win.

insightful and informative
Sterne does a good solid job of presenting material nicely. He also talks about the important stuff. Sterne explains What to measure, how to measure it, when to measure it, but not why (i.e. what is the significance of measuring this particular metric?). Overall a real eye opener regarding web metrics and their importance in the overall value chain of the internet experience and success of the site.

Everything You Need to Know
A complete how-to book to determine the success of a Web site. Sterne clearly explains how to use metrics to quantify business goals. The tools, services, and techniques for measurement described in the book will be helpful for any e-business or other company with an Internet presence. A must-read. ... Read more

Book Description

Learn the business-building and personal-development secrets that will put you squarely on the path to network marketing success. 10 Weeks to Network Marketing Success is a powerful course that will grow your business with velocity and change your life!

With this course, YOU will:

• Learn exactly how to set up a powerful 10-week action plan that will propel your business growth.
• Learn how to prospect your most productive niche markets.
• Discover your most effective pathways to success.
• Learn how to persuasively influence your prospects by listening to contribute value.
• Build your business rapidly by making powerful requests.
• Discover the secret to acting from your commitments.
• Create a powerful life-changing structure for personal development.
• See the growth that comes from evaluating your progress on a regular basis.
• Learn how listening in a new and powerful way will skyrocket your business.
• Uncover the secret to accepting complete responsibility for your business.
• Learn how to transform problems into breakthroughs.
• Develop the charisma that allows you to instantly connect with others on a heart-to-heart level.
• Identify the secrets to stepping into leadership and being the source of your success.
• And much more!

4 CD's plus 37 page workbook included

To learn more about Dr. Rubino's best selling books and tapes his powerful personal or group coaching programs or to inquire about The Center for Personal Reinvention's life-changing courses

Call: (888) 821-3135
Email: DrJRubino@email.com
Write to: The Center for Personal Reinvention
PO Box 217
Boxford, MA 01921 ... Read more

Reviews (3)

Getting Started Right With Multi-Level Marketing.
Initially, I was excited about the material that I requested next day delivery!This material is certainly a great start or beginning for anyone new to MLM or wants to build a serious organization of like minded individuals.

MLM or Network Marketing will one day earn the respect that it deserves as more professional networkers multiply within the industry.Independence within the industry brings many without integrity giving the industry a bad name.

Folks, it is imperative to personalize your MLM business.Meaning do not rely solely upon the corporate replicated websites and other related materials to do the job for you.You must truly take an sincere interest in both the customers and your recruits.What will you personally do for them?

What kind of support will you personally provide for your recruits or prospects?Internet technology is great, but the personal relationships will always be what truly networking is all about.If the Internet technology was the only solution then the mlm companies would do all of the marketing themselves without the thousands of network marketers or distubors or independent reps, right?

Phil offers a great start for those interested in entering an exciting profession, thats right, "Profession"It will becomes the best profession one day as more professionals enter.I am just getting started and will become one of the greatest network marketers of all time because of my sincere desire to help others succeed and willingness to work hard!Work is not a dirty word especially when work is fun! (smile)

Worth every penny
I have paid hundreds of dollars to attend trainings and courses that were not nearly as good as this tape set. It comes with a great workbook to track your progress and develop the principles needed for success in MLM. I also love Dr. Rubino's book,"Secrets of Building a Million Dollar NWM Organization From a Guy Who's Been There Done That and Shows You How to Do It Too." Very thorough and enlightening.

A business and life-changing gift to networkers
10 Weeks to Network Marketing Success: The Secrets to Launching Your Very Own Million-Dollar Organization In a 10-Week Business-Building and Personal-Development Self-Study Course is a life-cahnging personal development course that will put any serious distributor on the path to success in network marketing. The set consists of 6 audio tapes with 10 insightful weekly topics to guide the user to implement those actions that will most dramatically support great, rapid success. The 37 page workbook allows for one to record answers to the transformational weekly exercises that the author (whose other books- The Power to Succeed: 30 Principles for Maximizing Your Personal Effectiveness, Book I,The Power to Succeed: More Principles for Powerful Living, Book II, Secrets of Building a Million Dollar Network Marketing Organization From A Guy Who's Been There Done That And Shows You How To Do It Too and The Magic Lantern: A Fable About Leadership, Personal Excellence and Empowerment are all excellent as well) provides to move your business forward. The best part of this series is that the participant will grow personally by the end of the 10 weeks just by implementing the exercises given. This course is well worth the investment. In fact, I believe it's easily worth 10 times the cost as it will launch anyone who follows the exercises into massive action and success. ... Read more

Book Description

Boone and Kurtzs Contemporary Marketing has proved to be the premier introduction to marketing text and package, edition after edition. With each edition, this best selling author team builds and improves upon past innovations, creating the most technologically advanced, learner friendly, instructor supported text available. Contemporary Marketing 2005, paperback edition, continues this tradition by providing the most current and up-to-date content including updated opening vignettes and boxed features that cover events that have taken place in marketing over the past year. ... Read more

Book Description

"An excellent 'ready reference' both for copywriters and for those entering the field." -- Robert Goldsborough, Special Projects Director Advertising Age"Holy smoke! This is amazing! A thesaurus for advertising copywriters. Where has it been all my life?" -- Denny Hatch, EditorTarget MarketingSix seconds. That's all you have to grab your prospect's attention and make a sale. Use the right phrase or slogan, however, and you've made your sale. Use the wrong one, and you've lost your opportunity . . . maybe forever. Choosing the right phrase or slogan is vital to your success. And so is Phrases That Sell. It's the ultimate resource for anyone needing hands-on, instant access to the key phrases, slogans, and attention grabbers that will gain more attention and sell more product. Organized by category . . . indexed and cross-referenced for ease of use . . . loaded with expert advice on how to write copy that sells, Phrases That Sell covers everything, including those hard-to-describe product and service qualities and those product/service attributes that are subtle or abstract. It has 143 selling phrases to describe service, 153 for fun, 341 covering style and design, 180 phrases related to price, and much more! In this book you'll find:

• 5,000+ sales phrases for consumer and business-to-business products and services
• a copywriter's primer called "10 Basic Rules of Copywriting," with insider's tips on usage
• a special section on the seven steps to writing winning slogans
• Expert advice on how to target your message to specific audiences

Reviews (6)

Awful and depressing
Anyone who's watched TV or looked at newspapers or magazine ads an average amount during their lifetime could put together this list of cliches and hackneyed, mendacious phrases. Could be useful as a guide to what to avoid, but I would die before using it in the way intended.

Excellent Help for the Writer
As a professional copywriter I will tell you that this is an excellent book and you would be well advised to have it at hand every time you write anything that is important to you --- especially sales letters and advertising material.

Is Perfect Too Strong of A Description?
I have used the previous book "Words that Sell" as one of my secret copywriting tools for years.

This is the perfect companion. I can't imagine anyone who writes not finding this a gold mine of idea starters.

It works.
It saves you time, stress and heartache. While not the most original phrases you'll hever hear, it's a great source of inspiration.

Wordsmithing? Not a problem!
This book and it's now out-of-print companion, Words that Sell, are a must for anyone who writes corporate sales education. The information is logically arranged and easy to access. As the book would say, it simplifies your life and makes your job easier - kiss your hassles goodbye! ... Read more

Book Description

CONTEMPORARY MARKETING by Boone and Kurtz has proven to be the premier principles of marketing text and package since the first edition. With each edition, this best selling author team builds and improves upon past innovations, creating the most technologically advanced, student friendly, instructor supported text available. The twelfth edition continues to provide the most current and up-to-date content by including the most current coverage of topics such as one-to-one marketing, strategic planning, guerilla marketing, customer relationship management, and much more. ... Read more

Book Description

no description ... Read more

Reviews (6)

Not as useful as SPIN Selling. Too much repitition
I read SPIN Selling and became a fan.

Then I bought this. Its so-so. The author did not really have material enough for a complete book so he borrows from SPIN Selling (which is to be expected, I guess), but he repeats himself too much.

There is a point that is made, then some anecdotes, some common sense, then the point is repeated, almost word by word, and at the end of the chapter the summary covers the point again.

A little disappointing actually. Maybe 3 stars is too much.

Built To Last Major Account Sales Strategy
Unlike most developers of major account sales strategy, Neil Rackham methodically backs up his analysis of the buyer circle with in-depth research. To develop his major account sales strategy, Rackham has observed and analyzed a large number of high dollar value sales made around the world. Rackham convincingly shows that effective selling strategy is built on a thorough understanding of customers and the concerns they can have at each phase of a sale. Mastering that strategy, of course, requires, a lot of hard work and practice from salespersons determined to make the difference at the end of the day. Rackham successively reviews these phases that he has identified as: account entry strategy, recognition of needs, evaluation of options, resolution of concerns, sales negotiation, as well as implementation and account development.

1. In analyzing "Account Entry Strategy", Rackham successively explores the focus of receptivity, the focus of dissatisfaction, and the focus of power as well as the pitfalls associated with them. Because coaching, in our culture, has a positive connotation, few professionals will turn down the chance to demonstrate to a fellow professional their expertise and the usefulness of their connections. For that reason, successful salespeople identify, nurture, and leverage their sponsor(s) to ultimately get access to the different buying influences. Because of possible shifts in the account on the buyer side, Rackham rightly recommends that no salesperson rely on only one individual to penetrate an account. Rackham also reminds his audience about the critical importance of uncovering implied needs to turn them into expressed needs. Successful salespeople make their contact(s) at the level of dissatisfaction aware of the urgency and severity of the problem(s) to be addressed so that these contact(s) eventually feel obliged to help them get access to the leverages of power.

2. In looking at "Recognition of Needs" and "Evaluation of Options", Rackham first briefly explores his SPIN questioning strategy that is explained in a luxury of details in his other book "SPIN Selling." Basically, successful salespeople usually first ask the buyer situation questions, secondly problem questions, thirdly implication questions, and finally need-payoff questions to uncover implied needs for turning them into expressed needs that require action. Rackham also reminds his audience that successful salespeople prepare their sponsor(s) to help these sponsor(s) sell the sellers' solution in their own words if they are denied access to the focus of power. Furthermore, successful salespeople not only help the buyer identify needs but also influence him/her in the definition of the differentiation factors and their perceived importance to sort out the different options being offered to him/her. Rackham urges his audience to keep a broad definition of competition in mind. Finally, Rackham explores the three strategies that can help salespeople overcome their vulnerabilities and the dangers associated with these strategies: 1. Change the decision criteria (overtaking, trading-off, redefining, or creating alternative solutions), 2. Increase their strength through correction of misunderstanding or negotiation, and 3. Diminish the competition directly or indirectly.

3. In examining "Resolution of Concerns", Rackham reviews the hidden and expressed concerns that can push buyers to get "cold feet" in the decision-making process leading to an eventual purchase order down the road. As Rackham pertinently observes, price is often a convenient excuse that the buyer uses to hide his/her other, real concerns from the salesperson. Successful salespeople need to leverage their relationship with the buyer for uncovering the eventual areas of concerns, clarifying these concerns, and helping the buyer resolve them. Finally, Rackham warns salespeople about the three deadly sins of handling concerns: 1. Minimizing 2. Prescribing and 3. Pressuring.

4. In investigating "Sales Negotiation", Rackham first reminds his audience about the importance of making a clear difference between selling that tends to focus on buyers' perception of problems and negotiating that tends to concentrate on the cost of the solution. Addressing concerns about the solution with discounts will only weaken the position of the salesperson when the time of negotiation comes. As mentioned above, price is often used as a smokescreen. Rackham then reminds his audience that the only things successful salespersons negotiate during the Recognition of Needs or the Evaluation of Options phases of the sale are the needs or requirements of the buyer that they cannot meet in order to minimize the probability that they are out of the sale. Rackham finally observes that successful negotiators focus on areas of maximum leverage instead of over-concentration on price reduction, establish and narrow ranges, plan and use questions, separate understanding from agreement, and rigorously test for misunderstanding.

5. In dissecting "Implementation and Account Development", Rackham rightly reminds his audience that successful salespeople do not rest on their laurels after getting the order. They are deeply involved in the implementation of the solution adopted to increase the probability that the buyer successfully overcomes the motivation dip reflecting his/her evolving enthusiasm about that solution over time. Furthermore, Rackham pertinently stresses the importance of account development instead of account maintenance. Finally, Rackham also observes that successful salespeople document their successes, generate leads and references, reassess their understanding of customer needs, and influence future decision criteria.

Rackham wraps up his analysis of major account sales strategy with a case study built on his research to put the concepts mentioned above into practice for the benefit of his audience.

As a side note, a good strategic complement to the "Major Account Sales Strategy" is "The New Strategic Selling" by Stephen E. Heiman, Diane Sanchez, and Tad Tuleja. Like the former, the latter focuses on the strategy towards high dollar value sales.

An insurmountable coach for your sales strategy
If a selling effort is a long and dangerous "journey" lasting many months, with a rough sea full of small rocky islands and seductive Sirens, then you have to steer holding this book as an invaluable coach and an experienced navigator.

This book from Huthwaite's author Neil Rackhman is a paramount proof that account strategy is not an impressive set of selling jargon. Instead of demonstrating his strategic insight, the author systematically develops:

1. The customer decision process, and how important it is for you to fully comprehend and finally exploit.
2. The appropriate strategic behaviour you must adopt according to the selling phase, as seen from the customer's perspective.
3. The skills you need to deploy in order to successfully survive (it is a war, you know!)
4. The pitfalls you must avoid, either obvious or hidden.

One of the most impressive aspects of Rackhman's books is that he utilizes his company's experimental findings about selling process. Nevertheless his conclusions are backed up by theoretical explications one can trust.

The book is full of interesting real life case studies, which evidently reveal how theory interprets practice. The entire last chapter is devoted to an artificial case, which demonstrates how all the book's ideas meet the real - cruel - world. A very interesting chapter is devoted to sales negotiations. The reader will find very helpful advice regarding this difficult phase of a sales process.

The language of the book is simple and clear. Nowhere in the text the reader will have the feeling that this page could be omitted.

During the reading there is an intangible feeling that what is being read is great advice for whatever major account selling strategy could mean, but after the last page what is left is a tangible anxiety about how all these will be applied. There is no need for a profound analysis to prove that even the best theory is worthless if it can't be put into practice. The hardest part of the entire effort is the time when the reader must practise what he/she read and organise himself so that he successfully implements the all-important strategic tools mentioned throughout the book.

No author, however ingenious strategist or sales trainer he/she may be, is able to improve your strategic selling skills without a substantial effort from you. That's the bad news, but I believe you already know it. The good news is that you aren't alone in this hazardous journey. This book is more than a faithful navigator.

A book with 1000000% of ROI
I read this book for first time 4 years ago.
Since that time I'have use this approach in order to understand clearly about what is my position into a competitive sales situation.
Read this book have helped me to waste time and resources in different sales opportunities but focus in more profitable opportunities.
I have used the same approach in every single sales opportunity and country where I have worked and always works with incredible good results.

This book has a return on investment of 1000000% or more.

Excellent Book - Useful for those involved with major sales.
An excellent book. It is a very useful guide for all people involved with major sales (managing or selling). Unlike many books regarding sales it can help improvement in the following areas : 1. Organise concepts regarding sales 2. Avoid Critical mistakes 3. Adapt pattern of bahavior to a most positive one (with regards to major sales) 4. Better understand buyers 5. Understand the difference between major - small value sales. I strongly recommend it. ... Read more

Amazon.com

The beauty of marketing is that it happens when we're looking but not noticing. Before you know it, we're using Yahoo! as a search engine, even though serious researchers will tell you that Alta Vista and Dogpile are better. We're buying products that cost more and perform worse, simply because the marketing and branding of those products tells us there's a value there, even if objective analysis tells us otherwise. In The Invisible Touch, Harry Beckwith tells us the obvious--what was right in front of our faces. But because of the blinders we wear, because of the way we've been educated, socialized, or just plain bamboozled, we can't see it as clearly as he can. Thus, in each of his "four keys to modern marketing"--price, branding, packaging, relationships--he offers counterintuitive information that could make or break a business plan. For example, he explains in great detail why a higher price is better than a lower one; why every business, from Apple Computer to the U.S. Army, is a brand-name to be cherished and nurtured; why the orangest orange sells better than the least orange orange, even if both pieces of fruit taste exactly the same; and why the best service providers always remember your name and what you like to drink. This is a business book, but one that everyone who works for a living should read. Pick any page, and you'll find insights that could make you a better teacher, a better salesperson, a better employee in any trade. Beckwith drives home the idea that we're all in the business of marketing ourselves, and we're in that business every waking hour. --Lou Schuler ... Read more

Reviews (18)

The Invisible Touch is clearly a hit
Harry Beckwith has done it again. He follows Selling The Invisible with a book that, like its predecessor, is full of little gems that convey big truths. The Invisible Touch expands on the territory covered in the first book rather than simply repeating it. So you'll find new insights and topics that make this a must read for anyone in business, marketing, or advertising. Go buy it, then buy several for your clients.

Common Sense and Great Examples: Overall, a Great Book!
As a small business owner, one of the most important factor in receiving (and keeping) business is marketing. Beckwith provides a lot of common-sense tools (that are frequently ignored by Fortune 500) companies that can be enormously benefectial--such as refering to a person's first name, and showing passion for one's work, true passion. Yet many of us forget how important common sense is when we are involved in our business. Beckwith's main advice is to remember the human touch--that you are dealing with humans. That means a certain style, a welcoming style, has to be imbedded in all that you do in your business. A very good book!

Michael

Exposes Assumptions
He's off completely though when he gushes over his European hiking pal. What if this hiking pal was a Subway sandwich guy, instead of a 2nd year law student...? Placebo effect in full force again. It depends on "who" is saying your name. How many Moms wish they could change their names?

What's the deal with the Carter-Reagan comparison? That wasn't even intelligent?!?!?!

The greatest insight, I thought, was the discovery that people first make decisions and then seek to justify them. I can see how understanding that concept can be useful. Find out what they've decided first, and then support it or try to change it... Absolutely Brilliant!!!!! I'm soooo guilty of that one.

Thanks Harry for another great treasure of insights. Didn't care for the repeat stuff from "What Clients Love", but you knocked a few out of the park. I'll pay to see that any time!

A rehash of something outstanding
Harry's second book falls prey to his own advice: the first one was so outstanding, that I expected something excellent and was disappointed with merely "good". Like many movie sequels, this book simply repeated themes that were great in the original, but have now grown stale. Of all authors, I was really disappointed in the blatant reuse of specific examples: the orangest orange example, the Peanuts back-of-the-shoes example. Others. I did read it cover-to-cover in one night. I did chuckle. I did enjoy the examples. But there was no blinding new insight.

Having loved his original, I'm disappointed with the sequel. I'm not sure what I was expecting, but I was expecting it to be outstanding. This didn't have it. If you haven't read Selling the Invisible, buy that instead. If you have already read it, don't bother with Part II.

Nice compliment to "Positioning" and "Focus" by Al Ries
Aptly named, "The Invisible Touch" presents brilliant insight into selling and positioning the intangible; services both online and off.

Beckwith argues convincingly that successful service offerings depend not so much on the actual services, but on the consumers' perception of the company offering the services and the consumers' perception of themselves as the decision is made to purchase them. The successful service provider communicates in crystal clear fashion the benefits of said services and charges based on the value delivered. (It's not what you pay; it's what you get!)

Perceived value is affected by numerous factors including environment and price. Can you increase the perceived value of your product or service by simply increasing the price? Beckwith discusses several cases in which this is clearly the case. Can a restaurant improve the taste of its' food by improving the decor? Arguably, yes.

When discussing State Farm, Beckwith states, "It is not slickness, polish, uniqueness, or cleverness that makes a brand a brand. It is truth."

This strategy has worked well for State Farm. Due to the abundance of information available on the web this may become a required strategy for any company. ... Read more

Book Description

“I have observed several hundred salespeople who were taught to use deceptive practices like ‘bait and switch’ and encouraged to play negotiation games with customers. They were so stressed by this behavior that they suffered from a high incidence of alcohol and substance abuse, divorce, job-jumping, and low productivity. In the same industry, I have observed countless people who had been taught to sell with high integrity. Ironically, their customer satisfaction, profit margins, and salesperson retention were significantly higher.” — Ron Willingham

If you’ve tried manipulative, self-focused selling techniques that demean you and your customer, if you’ve ever wondered if selling could be more than just talking people into buying, then Integrity Selling for the 21st Century is the book for you. Its concept is simple: Only by getting to know your customers and their needs — and believing that you can meet those needs — will you enjoy relationships with customers built on trust. And only then, when you bring more value to your customers than you receive in payment, will you begin to reap the rewards of high sales.

Since the publication of Ron Willingham’s enormously successful first book, Integrity Selling, his sales program has been adopted by dozens of Fortune 500 companies, such as Johnson & Johnson and IBM, as well as the American Red Cross and the New York Times. In his new book, Integrity Selling for the 21st Century, Willingham explains how his selling system relates to today’s business climate — when the need for integrity is greater than ever before.

Integrity Selling for the 21st Century teaches a process of self-evaluation to help you become a stellar salesperson in any business climate. Once you’ve established your own goals and personality traits, you’ll be able to evaluate them in your customers and adapt your styles to create a more trusting, productive relationship.

Drawing upon Willingham’s years of experience and success stories from sales forces of the more than 2,000 companies that have adopted the Integrity Selling system, Ron Willingham has created a blueprint for achieving success in sales while staying true to your values. ... Read more

Reviews (13)

Order it NOW!
This book is one of, if not the BEST guide to selling success I've read. It exceed Mr. Willinghams previous works. The clear and concise concepts are easy to read and apply. They're simple but not simplistic. The principles in this book feel like he has combined the best from Carl Jung, Wm. James, Tom Hopkins, Stephen Covey, Tony Robbins and Donald Goldman. It reads like a roadmap for both selling and personal growth success. It's a nice mix. The chapter summaries can be used like a workbook. The best and most practical sections are on Releasing Achievement Drive and Values Congruence. If you want to 'raise your game' read and work this book.

This new volume is the best that I have discovered.
After more than three decades of searching out the top books on leadership and sales, I must say that this new volume is the best that I have discovered, especially in these times when genuine care and consideration for the customer is a prime ingredient in forming and growing a meaningful relationship. Trust is the foundation for Integrity Selling in the 21st Century ... and Ron Willingham has encapsulated the essence of doing it right and doing it well. This book belongs on every business leader's desktop and the principles belong securely planted in their hearts.

"Integrity" says it all
If you are in sales and you want a system that truly focuses on the needs and wants of the prospect, this book is for you. It'll help you feel good about what you do and, more importantly, it'll help your customers feel good about what you do.

You'll position yourself as someone who genuinely wants to do what's best for the customer, and that will make you easy to do business with and easy to refer to others.

I've worked with this system since Ron's first book came out. Sales people of all experience levels have the same response - this works and people buy because they know I am interested in them. This book is better than the first one, and in my opinion will increase your production through providing value to the customer.

Conscious Competency
We all sell everyday even though most of us have never had a sales territory. And we have been successful in selling our ideas, our strategic initiatives, our companies and ourselves.

We have been successful because we are competent in creating value for others, and we do this naturally, unconsciously. The value of "Integrity Selling" is that it gives context and consciousness to these natural competencies. The result is logic and understanding behind our approach that takes our success to even higher levels. Understanding why we succeed in selling our points-of-view and moving people to action is a powerful gift Mr. Willingham gives to us through his new book. And once understood, we become even better!

Integrity Selling for the 21st Century
I used less than one highlighter on this book which rates it 3 stars. If you've read many sales books, much of the content in this book is not new. I think, though, that it is a very nice overview for those new to sales or if you'd like a refresher on successful sales principles. The "Three Parts of You" and "Sales Congruence" models were both interesting. I didn't feel the middle chapters had much new or thought-provoking information. It almost seemed that the first and last few chapters contained the more relevant or new information and the middle chapters were put together as "filler". I agree with another review that the title "Integrity Selling" did not accurately represent, in my mind, the content of the book. I felt a little mislead in that respect. It was good enough to make it into my sales book rotation to be re-read at a later date and I'm sure I'll find more valuable information. A nice, easy read. ... Read more