Have you noticed some wisdom that has been around for years suddenly becomes relevant, and with a dedicated person behind it, it is brought back to life to influence a new generation?
As a seasoned sales presentation expert, I’ve enjoyed dissecting numerous sales books during my career. However, few have left as lasting an impression as Open the Mind and Close the Sale by John M. Wilson, updated for today’s readers by Willis H. Turner. Originally published in 1952, this book stands the test of time with its timeless sales principles and strategies that remain remarkably relevant in our modern, technology-driven sales environment.
A Timeless Classic with Modern Relevance
One of the standout features of this book is its foundational principles, which remain unshaken even after decades of technological advancements and changing market dynamics. Wilson’s original insights into human behavior, motivation, and the psychology of selling are as applicable today as in the 1950s. Will Turner’s updates seamlessly blend these classic ideas with modern contexts, ensuring that today’s sales professionals can glean invaluable lessons that wll relate.
Inclusivity and Gender Equality in Sales
In updating this book, Turner has done a commendable job of recognizing the significant shifts in the sales profession, particularly regarding gender equality. Sales are no longer male-dominated today, and Turner’s revisions reflect this progress. By replacing archaic terms and ensuring a more inclusive language, the book resonates with both men and women in sales, promoting a more equitable view of the profession. This inclusivity modernizes the text and broadens its appeal and relevance.
Practical and Entertaining
Its practicality sets Open the Mind and Close the Sale apart from other sales books. The strategies and techniques discussed are actionable and easy to implement. Whether a novice salesperson or a seasoned professional, you’ll find yourself nodding along to the relatable scenarios and straightforward advice. The book’s conversational tone makes it an engaging read, filled with anecdotes and examples that bring the principles to life.
Fundamental Principles for a Modern Age
One of my repeated and reposted Frippicism® is “Don’t celebrate closing a sale. Celebrate opening a relationship.” This relates to the book’s core message, which revolves around understanding and influencing human behavior. In a world where digital interactions often overshadow personal connections, Wilson and Turner’s emphasis on building genuine relationships and understanding customer needs is refreshing. This focus on human connection reminds us that at the heart of every sale is a person, and understanding their motivations and desires is key to successful selling.
Building a Professional Sales Attitude
As a successful speaker, trainer, and coach for decades, I appreciate the book’s emphasis on professionalism and continuous learning. Open the Mind and Close the Sale encourages sales professionals to view their work as a profession that demands dedication, knowledge, and a willingness to improve. This mindset is crucial in our competitive landscape, where the most successful sales professionals continuously hone their skills and adapt to changing circumstances.
Open the Mind and Close the Sale is more than a sales book; it’s a comprehensive guide to becoming a better sales professional.
Its timeless principles, updated for the modern reader, make it an indispensable resource for anyone serious about succeeding in sales. Willis H. Turner’s respectful and thoughtful updates ensure that this classic remains relevant and valuable for today’s sales environment.
If you’re looking for a book that is both entertaining and profoundly insightful, Open the Mind and Close the Sale is a must-read. It’s a testament to the enduring power of solid sales fundamentals and a celebration of the evolving nature of the sales profession. I wholeheartedly recommend it to anyone looking to enhance their sales skills and achieve tremendous success in their career.
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