So Your Foot's in the Door Now What?: How to Create the Environment Where People Want to Buy

M. Wayne Cunningham is a past executive director of the Saskatchewan
Arts Board and the former director of Academic and Career Programs at
East Kootenay Community College.

Steven Schwartz, a well-known sales coach and instructor, has produced a
well-written, comprehensive manual of theory and practice on the art of
closing sales. His system is based on encouraging mutual respect between
the salesperson and the customer, as well as encouraging respect for the
integrity of the sales process itself.

After an opening chapter on the basics of sales, Schwartz provides a
detailed, chapter-by-chapter delineation of 10 “Islands of
Structure” that are composed of first impressions, turning the
audience on before turning it in, taking charge, reading the audience,
verifying the reading, offering the solution, closing, testing, and
making the presentation. Each of the first nine chapters offers numerous
anecdotes, role-playing visualizations, and opportunities to write
responses directly on the page. The final “Island” concerning
“Presentations” includes step-by-step procedures and practices for
everything from defining audiences to developing scripts from outline to
closing remarks. A Self-Assessment Scorecard is included to assist in
the learning process.

Remarkably free of business jargon, Schwartz’s book is an interesting
and valuable resource for anyone involved in the selling of ideas,
services, or products.