BOOK REVIEW: Authors take pains to remedy sales ills

In today's uncertain economy, salespeople need fresh ideas. Steven Cody, managing partner at Peppercom, and Richard Harte, president of sales consulting firm Harte Associates, offer some in this guide to using PR techniques to enhance sales.

In today's uncertain economy, salespeople need fresh ideas. Steven Cody, managing partner at Peppercom, and Richard Harte, president of sales consulting firm Harte Associates, offer some in this guide to using PR techniques to enhance sales.

Throughout the book, emphasis is put on building client relationships by focusing on their pain. Readers are advised to uncover, enhance, sell against, and, only then, heal the pain. Sound risky? Even the authors admit this can lose you a sale or two, but by using PR methods, this tack often proves effective. PR basics like third-party endorsements and media relations exercises are introduced as powerful sales tools. The section on reading body language is of particular note. Each chapter is completed with an act from "The Pain Doctor," a play the authors created to bring the ideas to life. You will be able to finish this solid, quick read and not stay up all night. And by implementing its advice, you can be confident your clients won't have to either. ----- Title What's Keeping Your Customers Up at Night? Authors Steven Cody and Richard Harte, Ph.D. Publisher McGraw-Hill, 171 pages

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