Cowan outlines principles of salesmanship distilled from a lifetime in the business.
Drawing on his more than six decades of selling and sales management experience, the author shares his vision of the best principles and practices of sales (concentrating on one-on-one interactions rather than group sales, telephone sales, or the internet) and proposes ways that salespeople can adapt their psyches to improve their sales. As Cowan notes at the outset of his nonfiction debut, the general public tends to view sales and salespeople in a less than favorable light, evidenced by the fact that very few institutions offer university-level training in salesmanship. “We all recognize that to travel the same road we have traveled for a long time is quite comfortable,” he writes, invoking Robert Frost’s famous poem. “To choose a road less traveled takes courage and faith to meet new and exciting challenges.” Central to much of the author’s advice about selling is an emphasis on good interviewing, which often boils down to the art of listening. “Too often,” he observes, “the salesperson who loves to talk can’t wait for the prospect to stop talking so he can talk more.” Cowan includes not only diverting cartoons and sketches of some of the people he references but also affectionate stories about individuals who’ve shaped his own journey in sales. This is in line with the warmly personal tone he adopts throughout the book; there’s an enormous amount of wisdom conveyed, but it’s all delivered in such an invitingly personal way that the reader will feel encouraged rather than lectured to. (The author’s stress on listening as the true basis of trust is refreshing in a professional world that loves to hear itself talk.) Cowan’s focus on individual psychology is equally thought provoking as he posits that, in order to be truly good at what they do, salespeople should understand themselves before they try to understand their potential customers.
A richly personal view of improving the interactions at the heart of sales.
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“Your Psyche Unleashed Rethinking Your Way To Sales Success”. Simply put, it is one of the best sales books I have ever read. I trained sales people for over 40 years and I only wished I had your content to share with our sales teams. - Eugene Becker
A REVIEW OF H.A. COWAN’S BOOK
“YOUR PSYCHE UNLEASHED -
RETHINKING YOUR WAY TO SALES SUCCESS”
Sometime back, H told me he believed he had identified the ingredients of the successful salesperson, and he intended to write a book on the subject. As a friend, I encouraged him in that endeavor; but I confess to harboring private skepticism he, or anyone else for that matter, could achieve such a feat. My personal and professional experience had taught me that persons in the business of persuasion who attempt to adopt someone else’s formula or program, or who seek to mimic or emulate others’ successful behavior, inevitably end up appearing insincere, ineffective, even clownish. I was unable to envision how or why H thought he had isolated the elusive “it” factor of the salesperson personality and apply that uniform formula to sales of an endless array of products and services.
When he finished the book a year later, I read a copy. I concluded I was wrong. H Cowan’s book, Your Psyche Unleased – Rethinking Your Way to Sales Success, has outlined, in concise, reader friendly fashion, how one can effectively condition oneself to achieve success in the sales process. Not only does his advice demonstrate how one can do so while remaining true to one’s own unique self; but his formula actually depends upon the ability to master disciplined self-awareness.
Stylistically, the book is an easy, quick read. It is written in an instructive, yet conversational manner. H’s words convey somewhat weighty and academic concepts essential to his central thesis, without sounding professorial or presumptuous. His choice of words are deliberate as much in what they do not say as what they do say. For example, throughout the book he consistently and respectfully refers to the potential buyer as a “prospect”. He has studiously avoided using terms such as “up”, “target”, “prey”, “catch” or other slang used in the sales industry. By doing so, he quietly reaffirms the need for the salesperson to humanize and respect the person(s) across the desk, while allowing the salesperson to simultaneously maintain appropriate aloofness and control of the sales process.
Cartoon and sketch illustrations are cleverly placed throughout the book. They quite effectively give the reader a visual and mental break from the text, while serving to reinforce and recapitulate his ideas in refreshing and entertaining ways. They are the visual equivalent of a “soundbite”.
Substantively, H effectively and convincingly knits together well accepted writings on the psychology of human needs and behavior, the wisdom of ancient philosophers, excerpts from classical literature, and lessons from history, with his own personal experiences. All these seemingly disparate concepts are successfully distilled into an easy to grasp formula for success. In short, H makes the elusive reachable and possible.
Having successfully established the logic of his premise, H dedicates the remainder of the book to demonstration of how the salesperson may implement and adapt his formula of detached self-awareness and confidence in a variety of sales situations. He addresses topics of pre-meeting preparations, establishment of the subconscious status of the parties early in the relationship, elements of presentation and the dangers of over-presentation, the art of the interview, the effective use of silence, the power of helping the prospect “discover” matters for him/herself, dealing with the difficult customer, price quotation, negotiation and, of course, closing. He discusses follow up strategies when first meetings do not result in an agreement, as well as the important topic of when the salesperson should be the person to permanently walk away from the table.
In a conclusory chapter, H tempers the central theme of carefully contained aloofness with the reminder and encouragement to always consciously balance the same with empathy, respect and kindness in one’s interactions. Finally, H emphasizes the importance of the salesperson’s personal happiness as essential to achieving success.
I highly recommend this book to anyone involved in any aspect of the sales process. Salespersons who wish to reach more success in their endeavors will benefit from the wisdom shared in this book. Those who train salespersons can use the book as a valuable teaching tool. Customers trying to keep the playing field level would also be well served to read H Cowan’s words.
Randy Witzke
Wow, I just read the new book from H. Cowan called “Your Psyche Unleased”. His story exposes the real nuts and bolts on how to win in every negotiation. Simple techniques that are easy to learn and really make sense when applied to the selling process. If added to your toolbox, it virtually guarantees success. Easy to read with a little humor and hard science added in. I highly recommend this book for salespeople and anyone who needs to understand how we as humans interact with each other.
Ed Spaeth
Sales Professional
I have finally read your excellent book and what should be a training tutorial on successful salesmanship for years to come.
I have enjoyed the book very much, both refreshed about sales (and marketing) insights learned over the years and new ‘unique techniques’ I could have profited in knowing and practicing had I had your book 25 or more years ago. What took you so long?
Dick Matheson
Financed Sale Expert