The Evolution of Sales — Review

In theory there is no difference between theory and practice. In practice there is a huge difference.

Lone Wolf Lead Wolf --- The Evolution of Sales is a book about practice that has been tested in the crucible of real life experience. It was originally intended for field sales representatives who worked in the wholesale distribution industry. As the book developed, it now speaks to sales representatives in all industries whether they are field sales, inside sales, or counter sales representatives. It even speaks about lessons that managers need to know in this new century.

Each chapter is a story, and some of them have case studies and other activities to help the reader translate the story to their own situation. Each chapter was originally published as an article in one or more industry publications so they have already passed the test of relevance.

The world of sales continues to change and the strategies that created success in the past are failing to generate success in the new world order. This book tells a simple, but powerful, story of managing change. There are those who are genetically programmed to play the game to win, rather than simply playing not to lose. Every reader needs to think critically so they can play their own game. Those that are firmly on the path of playing to win will recognize many of the lessons that are examined in this book.

To the superstar readers, you may not learn much from this book as you have made the hard won discoveries on your own. This will be an enjoyable read for most of you because the book ratifies your own learning and direction. To the old school sales reps who just want to be left alone and get a better price, you wont finish the book. Creating meaningful change always starts with taking responsibility for your own situation. At the most basic level, there is personal responsibility and there are excuses. There are sales reps who are 10th degree black belts at making excuses and you wont find any new excuses in this book.

This book was written for those of us in the middle: those who are driven to success, who are frustrated, but who are open and willing to learn. You have taken personal responsibility for your own career development and you look at sales as a profession rather than just a job.

Some of the stories deal with sophisticated approaches to supply chain management, including consignment and national account programs. These issues are above the typical pay grade of most sales reps. They are included because success in sales is more than personal effort, skill and talent. It is fundamentally about building and managing customer relationship equity. The Lead Wolf strategies described in this book will often require that the sales rep challenge their own management to innovate and provide creative solutions that help customers make money. The examples provide practical how-to solutions so your manager cant dismiss your views as whining.

Learning and personal growth are the only alternatives to the slow death of intellect. We have all seen the sales reps who have 20 years of experience but it is actually one year of experience repeated twenty times. We each make our own decisions about how much and how fast. This book was written to help those on the path of growth to rise to the next level. At the age of 56, I have learned that there is always a faster gun, and there is always a next level. My growth is limited by my own personal ability to see my own shortcomings and my willingness to take responsibility for them.

http://www.ceostrategist.com to get a copy --Copyright 2005, Rick Johnson

Author of "Lone Wolf Lead Wolf The Evolution of Sales"

Dr. Rick Johnson (rick@ceostrategist.com) is the founder of CEO Strategist LLC. an experienced based firm specializing in leadership and the creation of competitive advantage. CEO Strategist LLC. works in an advisory capacity with distributor executives in board representation, executive coaching, team coaching and education and training to make the changes necessary to create or maintain competitive advantage. You can contact them by calling 352-750-0868, or visit http://www.ceostrategist.com for more information. CEO Strategist experts in Strategic Leadership in Wholesale Distribution. Book reviewed by: Mike Marks, Indian River Consulting.

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