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Alan Berg

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Stop Selling and Help Them Buy Weddings & Events: For people who love doing events more than selling them Kindle Edition

by Alan Berg (Author) Format: Kindle Edition

4.6 3 ratings

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When someone asks what you do, is your first response: “I’m a salesperson”? If you’re in the wedding and event industry, that’s not likely the case. Actually, if you’re in almost any service business that’s not going to be your answer. While I teach, train, and write about sales, it’s not my answer, either. If you’re like many wedding and event pros, you love providing your products and services to couples, companies, and customers more than you like the sales part. Why is that? Is it your perception of sales that’s holding you back? Does it make you feel dirty? Slimy? Sales is not a 4-letter word (it’s 5). When people think of a salesperson, they often get a vision from a book or movie, usually the worst iteration they can imagine. Why is that? Sales is an essential part of every business. As a matter of fact, isn’t that the difference between a hobby and a business?

When someone is paying you to provide them with a product or the results of a service, that’s what differentiates a hobby from a business. And if there’s an exchange of value (which hasn’t always been money) then someone is making a sale. If you traded 4 chickens, a pig, and a goat for a horse, the negotiating of that transaction involved sales skills. Professional, ethical salespeople help customers get value, in exchange for value (which in today’s world is usually money). So, if you’re a venue, caterer, officiant, band, DJ, florist, photographer, videographer, designer, planner, wedding favor-maker (or any of the 12 to 14 services the average wedding has), you need to make a sale to have a successful, profitable business. You need to make sales - whether you have a successful, profitable business is a separate discussion.

Making sales shouldn’t scare you, or make you uneasy, it’s an integral part of any business. And just as with other parts of your business that you had to, or maybe still have to get comfortable with, it’s a skill you can learn. You have all of the tools you need. No one knows your products and services as well as you do, so no one should be able to explain your value better than you can. And if you have salespeople on your staff, or if you who’s reading this isn’t the owner, working in a business every day should give you all of the product knowledge you need to make sales, but product knowledge isn’t enough. What I’m hoping to do with this book is to help you approach sales more comfortably, for both you and your customers. That will reduce the friction in the process that you’re unwittingly creating now. Less friction means more sales.

I’m not saying this is going to be easy, but it also doesn’t have to be hard. It takes many days of doing something new and being a little or a lot uncomfortable doing it, for it to become a habit. How long varies from person to person and how regularly you do that activity. Once it becomes a habit for you, it will seem more natural. It will become your new normal, or as I prefer to say, your next normal.

Many of the ideas for this book came from conversations with wedding and event pros just like you. You’d ask me at conferences: “Which of your books has…?”, and if it wasn’t already in one of the existing books, I’d answer: “The Next One!” So, thank you for being curious about sales, and welcome to The Next One! While I was tempted to actually call this book The Next One, I chose: “Stop Selling and Help Them Buy” because it’s a phrase I use so often when doing sales training. I hope that the ideas in this book will help you sell more, profit more, and be more comfortable with the sales part of your business. Thanks for taking this journey with me.

Product details

ASIN ‏ : ‎ B0C7W2LJRB
Publication date ‏ : ‎ June 12, 2023
Language ‏ : ‎ English
File size ‏ : ‎ 2679 KB
Text-to-Speech ‏ : ‎ Enabled
Screen Reader ‏ : ‎ Supported
Enhanced typesetting ‏ : ‎ Enabled
X-Ray ‏ : ‎ Not Enabled
Word Wise ‏ : ‎ Enabled
Sticky notes ‏ : ‎ On Kindle Scribe
Print length ‏ : ‎ 172 pages
Page numbers source ISBN ‏ : ‎ B0C7F56YPH

Best Sellers Rank: #1,791,654 in Kindle Store (See Top 100 in Kindle Store)
- #223 in Sales & Selling Presentations
- #979 in Running Meetings & Presentations (Kindle Store)
- #2,137 in Running Meetings & Presentations (Books)

Customer Reviews:
4.6 3 ratings

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Alan Berg

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With more than 25 years in sales, marketing and sales management, Alan Berg has been called “The Leading International Expert on the Business of Weddings & Events”. He’s a Certified Speaking Professional®, the highest earned designation conferred by the National Speakers Association and one earned by only 800 speakers worldwide, and one of only 36 Global Speaking Fellows in the world!

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Alan is a featured presenter at major conferences including: catersource, The Special Event, Wedding MBA, the Irish, Indian & Dubai Wedding Summits, the UK Wedding Conference, WEPP Cancun, Love Elevated Saint Lucia, EasyWeddings Evole and other major industry conferences in North America and internationally (14 countries, and counting). He has extensive sales, sales management and marketing experience ranging from publishing two wedding magazines, to Vice President of Sales at The Knot (at the time the largest wedding website in the world), and now, in addition to public speaking and consulting with venues, caterers, entrepreneurs and local businesses, Alan is also a contributing Education Guru for WeddingWire, the leading wedding technology company. He also speaks and consults for weddingsonline in Ireland, Dubai and India, as well as Guides For Brides in the UK and Easy Weddings in Australia, and dozens of venues, hotels, bridal shops, planners, entertainers and more.

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For more information on Alan’s website review and consulting and/or sales training services; to get a copy of his books, e-books, Audio MP3s and DVDs, or to have Alan speak for your company, group or association visit www.AlanBerg.com, or contact Alan via email, Alan@AlanBerg.com, or call 732.422.6362, international enquiries 001 732 422 6362.

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Alan is the author of the books “If your website was an employee, would you fire it?”, “Your Attitude for Success”, both now in their 2nd editions, his highly-acclaimed sales book “Shut Up and Sell More!”, "Why Don't They Call Me?" and his latest book "Wit, Wisdom and the Business of Weddings"

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Alan speaks to thousands of entrepreneurs and business professionals every year through webinars, live presentations and MP3 Audio programs.

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For more information on Alan’s website review and consulting and/or sales training services; to get a copy of his books, audio books, e-books, Audio MP3s, or to have Alan speak for your company, group or association visit www.AlanBerg.com, or contact Alan via email, Alan@AlanBerg.com, or call +1.732.422.6362, international enquiries 001 732 422 6362.

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"Bringing Alan in to talk to not only you, but your team will be one of the best investments you could make for your business, I can promise you that."

Jorden Mahler, Briscoe Mahler, Richardson, TX

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"Every time I speak with Alan Berg, I make money."

David Grimm, Signature Talent, Reston, VA

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"Alan Berg turned my sales team into a selling machine!"

Robb DeSimone, Lake Pearl, Wrentham, MA

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“Every chance I get to hear Alan speak about important topics that can impact my business I immediately register!” – George Confoey, CE Productions, Boston, MA – read more reviews

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Joshua A. Rindner

Alan knows his stuff!

Reviewed in the United States on July 14, 2023

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Alan berg is amazing, i have read most of his books and he knows his stuff! If you work in the wedding event & you want to grow your business this book will help. Alan has been helping wedding & event professionals for over 20 years & he specializes in taking amazing companies to the next level!

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