December 2020
Intermediate to advanced
272 pages
6h 32m
English
Content preview from E-Commerce Website Optimization, 2nd Edition
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The science of buying
Joe Girard, in a wonderful rags-to-riches tale, became the world’s greatest salesperson against all odds. The title was officially bestowed on him by the Guinness Book of World Records for selling more cars than anyone else.1
After retiring from car sales, he became a prolific writer and shared his mainly self-taught wisdom. From reading his books, it’s evident that he understood – and applied in practice – fundamental principles of the science of buying, despite having no formal education.
He would construct a sales conversation, not around the product, but around the wants and needs of the customer.
In our own work with clients, we like to spend time with their call centre agents (more on this in Chapter 5). Analysing ...
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