Stop Selling and Start Listening: Marketing Strategies That Create Top Producers

Chip Cummings
Northwind Publishing (2005)
ISBN 0974697516
Reviewed by Irene Watson for Reader Views (11/06)


The author’s energy certainly comes through in this compilation of productive strategies that take the reader into the effective realm of marketing.  As the title indicates, “stop selling” is the key to successful marketing.

Cummings explains tools like understanding the customer and the makeup of top producers. “There is only one person that gets to decide if your marketing strategies work – the customer.”  Given this statement, Cummings explains how top producers are able to work the customer with positive results.  He uses a concept what he calls “the four food groups.”  The groups are:  suspects; prospects; customers; evangelists.  The suspects are those that would use your product or service in the future.  The prospects are suspects that show an interest in the product or service.  The customer is one that has signed the agreement, and, the evangelists are the happy customers that are a “walking billboard.”

The author uses simple technology as well as simple, understandable writing.  Regardless if you are a veteran salesperson or one that is just beginning, Cummings will give you an innovative perspective on how to acquire new customers quickly and effortlessly as well as maintain and retain existing customers.

Cummings’ insights have given me a new perspective to look at in my business.  I particularly like his suggestion of “joint ventures with affiliates” and I am thoroughly following Cummings’ suggestions on how to get found on the worldwide web. 

I highly recommend “Stop Selling and Start Listening” to not only people in sales, but also to any business owner.  This jamb packed book is a must.

Make comment on weblog

but this book button