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Book Reviews
Compelling Selling - "The Sales Bible"

5.0 out of 5 stars Don't re-invent the wheel! 
By Ivor Neil Coward
Format:Paperback|Amazon Verified Purchase
40 years ago Philip Lund, a Harvard Graduate and expert salseman, homed in on the core issues of selling. The result was the outstanding hands-on book for everyone who wants to persuade: Compelling Selling. In the intervening thirty years, a lot of changes have rapidly taken place. But the knowledge of the workings of human persuasion can be still distilled into a few key areas and steps. This is what Philip has done: kept the invaluable core material but made it relate to us in today's world in his republication of the original masterpiece. This book fires you up with enthusiasm but not hot air. The highly organized and analytical mind of Lund keeps your feet planted firmly on the ground and, importantly, the orders rolling in. Buy it today and you'll never regret it. I still have my copy from the 1970s and have mentioned it and waved it at many people over the years. I'm not kidding, it's the best book I've ever read on sales (and I have read a few in my time!). Don't reinvent the wheel, just keep it true! Ivor Coward (Brit living in Venice Italy)

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5.0 out of 5 stars Excellent Sales Reference 5 April 2012
By James P Higgins - Published on Amazon.com
Format:Kindle Edition
This is an excellent read and provides a well-rounded review and reference of all aspects of the sales process. Few books cover the `shape' of the sale as well as this text. For the salesman or woman who frustrate themselves by attempting to close too early or who just don't understand why people will not buy from them, this is a must read. As the author explains in the introduction, the book repeats at times, for effect and to make the message stick as much as anything else. I didn't really need this although it didn't distract from the reading. I would recommend this book because it provides a basis and an understanding of what sales is about; 'a logical process which achieves an emotional objective'. Having spent the first chapters explaining what makes people buy and how to identify the real customer, the author then sets out to describe the over-arching sales process using how-to examples and recommendations: how to develop an effective sales plan, how to use questioning techniques and communication styles in order to understand the needs of the customer, how to structure sales information to create a pipeline and structure reporting, how to handle competition and objections and finally how to close the sale. This is a great reference book for both the frustrated salesperson looking to understand what or where they may be going wrong or equally for successful sellers who need the odd reference from someone who has been equally successful in the world of sales. James Higgins, CEO, Cincinnati, USA

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A Business Classic, February 3, 2008, Review by Bob Reynolds, UK

This book is a great primer on the art of selling, not only for those who are pure sales professionals, but also for those like me, who need to have selling skills as a part of their wider tool kit. Compelling Selling was my route map for selling, as I rose through the ranks in consultancy, from project deliverer, to business developer and account manager, in the early 1990s.

It helped me to make sense of the sales process; a process that previously I hadn't even recognised as a process! Technology has changed the way we do business since then, but people still buy from people, and so the messages in this book, which I consider to be a business classic, are as relevant today as they were when I first read them over fifteen years ago. Bob Reynolds, Partner & Head of Energy, Manufacturing & Infrastructure Practice, Odgers Ray Berndtson, London W1S 1JJ  

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Do you want to make more money selling? By DanMan "DanMan"  (Northwest, Arkansas.) 
I bought this book back in the 1970's. It's been my manual or Bible ever since. Lund knows his craft well and is able to explain it in clear concise language. This book changed my whole approach to selling, because in my opinion he began the whole principle that instead of blabbing about: product, feature, benefits; he shows how a series of questions will allow you to discover the "what" the prospect is buying from a product stand point and the "why" from his own personal and professional perspective. The "why" gives you the emotional reasons behind the purchase and this is where you can yield incredible power over the sales process. 

If selling to corporate customers, purchasing large ticket items requires you to get each influential executive's needs and requirements and then address them individually. Lund is a master of questioning that permits the customer to tell you exactly the what and the why he is buying. It's kind of like the story of the 7 blind men describing an elephant. One thinks the elephant is like a large snake, because of it's trunk, another thinks the elephant is like a tree trunk, because of his large straight leg etc. This is what selling to large corporations is like, as well as, small companies and individuals. 

Lund also goes over the trial close, as the key to taking the customers temperature and commitment and handling objections and all the other things you must know to be at the top of your game, but he does it in such an interesting way that you will go back to this book again and again. It made me a top 10% performer in several Fortune 100 company sale's forces and much of what is in this book helped me achieve this. 

This book is also excellent for anyone who sells to individuals or is say a Loan Officer in a bank, who needs to understand that he is really a salesman, since lending money is like selling a commodity, like corn. The truly successful will utilize this book to make themselves more successful in many diverse sales and other careers where you need to capture your customer by truly understanding the unique "What" he wants and "Why".


Subject: To Philip Lund - a note of appreciation 
Sent: Tuesday, January 08, 2008 2:52 AM
Dear Philip, 

A short note of appreciation for you. 

Before I went for my first sales job interview with a prestigious medical organisation in 1987 in the UK the headhunter told me to get and read "Compelling Selling". I did, got the job despite having zero sales experience and tough competition, and still have the engraved watch I was given for sales achievement in my first year. 

You therefore had a profound and positive impact on my career development - THANKS! 

Now that one of your other fans has pointed out that you have a latest edition I will be sending one to each of the team in my own company, for whom I hope it will help to achieve the same success. 

Kind regards 

Laurence Heron 
Managing Director 
Focus Medical Technologies

Reviews of previous editions

A truly excellent sales manual., February 28, 1999 - An Amazon.com Review

Mr Lund exudes real-selling life experience and gives a true boost to all sales professionals. Down to earth, practical, funny and inspiring, I have had this book in pride of place in my office for 10 years and it's still the best one I've ever read.

'Compelling Selling - The framework for persuasion' was first published in 1974 and was the first UK book on sales marketing to be published in the USA since the war (American Management Associations).  Its phenomenal success led to it becoming known as the "sales bible" and copies have been sold across the globe for 3 decades.

"One of the very best books on selling that we have ever read" - Selling

"The starry eyed salesman should come out of reading the book with his confidence reinforced." - Antony Thorncroft, FT

"I like it... It is not only Compelling Selling, it is compelling reading.  You pick it up and you find that you just cannot put it down." - Selling Today

"...The result is an intensely practical, as well as entertaining, textbook which can hardly fail to inspire the novice or to put fresh heart into the experienced salesman who has run into a bad patch...It makes easy reading..." - Policy Holder Insurance Journal

"Every once in a while a really great book comes along in business publishing.  This one on selling, written by a salesman with a sales "track record" (Xerox - GB).  It also bespeaks a fine mind, shows us how to put practical procedures and psychology to work in our selling efforts.  I recommend it." - Newsletter Marketing/Advertising/Research, New York