The Contrarian Effect: Why It Pays (Big) to Take Typical Sales Advice and Do the Opposite

"I'vemadeacareeroutofchallengingconventionalsaleswisdom,andIcantellyouthatveryfewwritershavedonethiseffectively.It'snotdemolitionthat'shard;anyonecansaythateverythingyou'veeverreadiswrong.Thetrickisbuildingsomethingbetterinitsplace.TheContrarianEffectdoesthiswell.It'sfilledwithtruestoriesaboutwhatworksandwhatdoesn't.It'sfuntoreadandwillchallengeyourthinking."—NeilRackham,authorofSPINSellingTheContrarianEffectisnotforwimps.Ifyou'reoneofthoseNeanderthalsalespeoplewhodoesn'twanttoadapttothechangingtimes,buyoneofthosebooksthatwilltellyouwhatyouwanttohearratherthanwhatyouneedtohear.Certainlydon'tbuythisbook.Itcouldmakeyouuncomfortable.Itcouldsuggestyouchangetheentirewayyouandyourorganizationapproachselling.But,ifyoudobuythisbook,you'llmakemoremoneyandyou'llevenbemorepopular.Plus,you'llbeabettersalesperson—andperson—forit.