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"...what happens after a first impression? That question is tackled in The Relationship Edge in Business: Connecting with Customers and Colleagues When It Counts, written by sales and marketing consultant Jerry Acuff with Wally Wood. Acuff, a marketer in the pharmaceutical industry, is a bit of an evangelist of sales gospel, and he quickly becomes repetitive. His premise, though, is solid: The key to relationship building is to create a mutual exchange, making sure to meet the other person's needs as well as your own. In doing so, you will move up the "relationship pyramid," evolving from an unknown quantity to someone whose relationship is valued by the target person.
Climbing the pyramid is a process. The steps are described in detail -- i.e., decide who's key; ask personal questions (the authors suggest 20 key ones, with potential topics); and do thoughtful, inexpensive things for the other person. Bottom line: care more about the other person than the sale, and you'll increase your chance of a lasting relationship ."
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Marilyn Harris, Business Week
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"The pharmaceutical industry as you know has changed dramatically over the past several years. Many representatives historically have relied on using an expense account in order to entertain customers in order to develop stronger relationships. During the past several years, new guidelines and restrictions have been instituted in order to curb the “buying of loyalties.”Your book and seminar really opened my eyes to the fact that many of my relationships were not as strong as I believed and I had a lot of the information necessary but was not demonstrating to the person how much I cared by performing thoughtful and inexpensive acts, as often as I could.
The seminar helped me to realize why some people I know are great sales people and others are average. After attending your workshop, I started analyzing the attributes of those that I wanted to emulate. I recognized that they work to specifically gain knowledge about the customer and perform thoughtful, unexpected acts to show that they value the person and the relationship.
Much like a diet, this process is not a short term affair, and I have found it takes a concentrated effort to change and make the process a lifestyle.
I can tell you that it is still a work in process, but I have had some fantastic successes since attending your workshop."
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Sales Specialist
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| “Your relationship program that we had in Cambridge, MA on May 1,2003,(my birthday) made me take a look at each relationship I had with each office that I call on. Most of the offices I had good relationships, but now I have many more that are GREAT. It opened my eyes to improve each and every relationship. It is hard work but it is worth it."
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Sales Representative
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"My name is Monique Richardson from Australia, and I just wanted to take the opportunity to let you know how inspirational and helpful I have found your book "The Relationship Edge in Business" to be.
I run my own company, Experience Service, which is a Customer Service Consultancy specialising in all aspects of Customer Service Training. I personally recommend your book in each of my training courses as I have found it to be such a fantastic resource for anyone who works in service related fields. I have also found it to be of enormous value in my work with my clients.
Thank you once again Jerry, I look forward to any future publications."
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Monique Richardson, Experience Service
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| “I have read the book and am fascinated by how organized and readable it is. I find your book a great “How To” methodology. Your book has a lot to offer anyone who wants to take their own game to the next level."
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Mike Accardi, Wurzburg and Sons
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| “After making a conscious effort to adjust my style and by focusing on the relationship FIRST, my territory performance began to accelerate. I am now ranked in the top 10% of the sales force according to market share for the current trimester with a market share of over 70%. Never underestimate the impact that your work has on the people you teach."
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Sales Representative
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| “Until 3 days ago I was your stereotypical 53 year old creative failure… with your book as my guide I saw an honest and effective way to become a better person. As a front desk clerk in a motel , I was able to apply your suggestions which included taking a real curiosity in our guests’ desires and interests….I have never had such a clear and specific road map to instant success in my life…your principles are the most practical ones I have ever seen for creating wealth for everyone involved….You haven’t just written a book-you have saved my life. How can I ever thank you!"
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Kelley Eidem, Panama City, Fl
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| "...Acuff's casual, low-key writing style is appealing. The book should be particularly helpful to less experienced business people..."
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Publisher's Weekly
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| "...Acuff uses a sincere approach in his practice of forming lasting relationships with others without keeping score or expecting payback....A refreshing break from the winner-take-all approach to salesmanship"
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Booklist
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| "A great coaching tool for every sales manager--finally, a book that outlines step by step how to build both strong customer and personal relationships."
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John M. Woychick, Senior Vice President, Sales, Pfizer Pharmaceuticals
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| "A trailblazing book! An innovative preceptive system that shows how to build long-term client relationships that are priceless. It will set you apart from the crowd!"
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Danny Cox, author, Leadership, When the Heat’s On
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| "Time and time again, Jerry Acuff’s approach to selling has proven to work. A must-read for those who believe that successful selling is a part of their everyday life."
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Georges Gemayel, Executive Vice President, Genzyme Corporation
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| "If you need to learn how to build meaningful relationships with customers and colleagues, then learn what Jerry Acuff teaches and watch your investment flourish. He is a true sales guru."
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Heidi J. Gearhart, National Sales Director, HCV, Roche Laboratorie
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