Talk to New Sales. Simplified. like its author wrote you back.
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What it argues
New Sales. Simplified. is Mike Weinberg's argument that most salespeople fail at new business development not because of bad technique but because of confused priorities. Weinberg, a sales consultant who spent years diagnosing why companies' new-business efforts stalled, opens with a list of "reasons salespeople don't prospect" — ranging from being too busy managing existing accounts to the false comfort of social media engagement — and spends the rest of the book dismantling each excuse.
The book's central contribution is the concept of the "sales story." Weinberg argues that most salespeople cannot clearly articulate why a prospect should switch to them from whatever they're using today. They can describe features and throw around industry jargon, but they can't tell a compelling, differentiated story about the problem they solve and the result the prospect gets. He walks through how to construct this story: identify who the ideal customer is, what their problem looks like, what your solution does that alternatives don't, and what a successful outcome looks like. The story has to be short enough to use on a cold call and rich enough to hold a room.
What it gets right
- 1.
Most new-business failures trace back to lack of a compelling sales story, not lack of skill. If you can't say why a prospect should switch to you, no technique will save the call.
- 2.
Target a focused list of strategic accounts. Trying to prospect everyone usually means you prospect no one well.
- 3.
The phone is still the highest-leverage prospecting tool. Abandoning it for email and social media costs opportunities that never show up in the data.
What it covers
Who wrote it
Mike Weinberg is an American sales consultant, coach, and speaker who works with companies of all sizes on new-business development and sales team performance. He is the author of several books including Sales Management. Simplified. and Sales Truth, which extend the frameworks introduced in New Sales. Simplified. Weinberg spent more than a decade in sales leadership roles before founding The New Sales Coach consultancy. He writes and speaks extensively on why salespeople and managers fail at new-business development despite good intentions.
