Book review: The Ultimate Sales Machine
By Chet Holmes
At a business development course I recently attended, the speaker emphatically implored everyone to read The Ultimate Sales Machine. Selling is not new to me; for the best part of my career I have supported clients in making buying decisions that are right for them. I’m not one for the ‘hard sell’ and I never have been. I don’t even think of it as selling. I prefer to think I am helping people to make their own informed choices on whether the product, service or experience would genuinely benefit them.
Because I equip clients with the information they need, but never push for a sale, trust is built. This natural and instinctive approach has been successful through my career and has always led to long term growth.
Despite the success I have seen, the thought of selling is still an uncomfortable one for me. I couldn’t be further from the slick, smarmy faceless salesman in a suit that my mind conjures when I think of sales. Recognising my room for growth in this area, I took heed of the speaker’s advice and ordered my copy of The Ultimate Sales Machine.
Here’s what I thought of it.
My biggest take-away
The foremost lesson Chet Holmes drills through is that you can achieve anything with “pigheaded discipline and determination”. Although true, this was not my greatest learning from the book.
What sang to me loudest out of everything Holmes shared, is to take an education-based marketing approach. It has always been my intention to provide value to clients, prospective clients and those with an interest in what I have to share. But here, Holmes talks you through strategically building education into your marketing, which elevates things to an entirely new level.
Holmes also introduces the concept of the ‘Dream 100 list’ of clients and affiliates, and why every business should have one. I’m compiling mine now.
What will I do differently now?
Well, for one thing, I am now thinking completely differently about selling. I have freed myself of the fear of appearing like a slimy salesperson. Instead, I have embraced the concept of adopting the role of researcher and presenter. Researching and sharing information that is of value to prospective clients builds trust and opens the door to future relationships.
It is too soon to say whether this method is tried and true for me, but it makes perfect sense. Holmes shares a wealth of anecdotal evidence of his techniques working for others. In fact, having read Holmes’ 12 Key Strategies, I am becoming increasingly aware of other businesses using them in their marketing.
Is this book worth your precious time?
Most definitely. But it will require the commitment to spend time working on the many exercises interspersed through the book. I recommend working on each activity as you go along. I didn’t do them all so have some homework to get on with. What’s so great about this book is that it has a helpful and comprehensive index at the back, so once you’ve read it you can keep it handy and use it as a reference book. I will certainly keep my copy close to hand.
On the topic of time management, Holmes devotes an entire chapter to this. He shares the time management secrets of billionaires and outlines a simple, effective way to structure time spent working on your business. It’s not all that different to how I already structure my time, but if you are a step-by-step person, it’s helpful advice.
Only time will tell how effective The Ultimate Sales Machine will be for me. What I do know is that this book is jammed full of insights and practical tips. I am already applying many of these to running my business, and there will doubtless be many you can apply to your business too. If you want to try some of these strategies but haven’t got time, why not buy the time of a Virtual Assistant to do it for you? Arrange a free 30-minute consultation with me and I’ll be happy to speak to you. We can discover your needs and formulate an action plan to supercharge your business.
Have you read The Ultimate Sales Machine? What did you think? Do you have any favourite personal development books? Please share your thoughts in the comments section below: