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David Priemer

Sell the Way You Buy: A Modern Approach To Sales That Actually Works (Even On You!) Kindle Edition

by David Priemer (Author) Format: Kindle Edition

170 ratings

4.2 on Goodreads

120 ratings

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When was the last time you enjoyed talking to a salesperson?

While a Vice President at Salesforce, David Priemer had an epiphany: the very sales tactics his team was using were not working on him. While the company—and his entire profession—was acting with more than enough gusto, they lacked emotional awareness and empathy. Put simply: they were not selling the way they buy.

The truth is that, as buyers, we’re not often aware of the pathways and mechanisms by which we make purchasing decisions, and customers aren’t always sure about what they want or need. In Sell the Way You Buy, Priemer reveals scientifically supported methods of understanding your customer, identifying their needs, and moving them toward the right solution, all while avoiding the behaviors that make the average person dislike salespeople. Sell the Way You Buy is about much more than putting yourself in the customer’s shoes. It’s about learning how to ask questions, how to listen, how to tell a compelling brand story, and how to talk to customers in a human way that truly connects. In short: to sell the way you buy.

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291 pages
Language

English
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Publication date

April 7 2020
File size

5.2 MB
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Review

Not only does this book offer a new perspective on bringing empathy to the customer journey, it does so with humor and style. Highly readable and filled with valuable insights, David Priemer takes the lessons of behavioral and psychological sciences and applies them to the selling and buying process. In a world where we are all salespeople, this is a book you can't afford to be without!
- DANIEL PINK, author of To Sell Is Human

At a time where buyers are getting harder to reach, anyone looking to build a modern sales playbook would do well to read Sell the Way You Buy. David Priemer combines the science of decision-making and human behavior to create a deeper understanding of how consumers think, feel, and behave. The tactics he shares are powerful and rooted in empathy. Empathy wins over all else in the sales game.
- TRISH BERTUZZI, CEO of The Bridge Group and author of The Sales Development Playbook

The world of buying and selling is changing so quickly and only those businesses that are ready to adapt and change will survive in the long run. In Sell the Way You Buy, David Priemer cuts through the noise and focuses on the core part of any sales motion; human-to-human communication. By retooling the sales tactics your organization is already employing with healthy doses of science and empathy, Priemer shows you how to keep up with this pace of change by connecting with your customers on a more human level.
- MAX ALTSCHULER, Founder and CEO of Sales Hacker, VP at Outreach.io, and author of Sales Engagement

We are living in an on-demand world, where people have countless options and competition is tougher than ever. In Sell the Way You Buy, David Priemer breaks down how to adapt to the way people buy - and expect to be sold to today. This book is a must-read for sales leaders and individual contributors looking to level up their teams and themselves.
- DAVID CANCEL, CEO of Drift, Entrepreneur-in-Residence at Harvard Business School

David Priemer has done his homework! In this highly researched and well-written book, Priemer combines his years of experience building high-performance sales teams with principles of science, empathy, and business thinking into a new paradigm of selling: one that is more human and puts the customer's experience at the heart of the sales process. Priemer's tactics will empower you to help your customers find the solutions they need and make you feel good about how you did it.
- MARK ROBERGE, Senior Lecturer at Harvard Business School, former CRO of Hubspot, and author of The Sales Acceleration Formula

Whether you're a salesperson, business leader, or entrepreneur, connecting with your customers on a more human level has never been more important. But communicating your big ideas with conviction and emotion, getting customers to open up about their needs, and overcoming objections can be tough! Enter David Priemer with this fascinating book that draws from the latest research on the science of business and human behavior to take you into the mind of the modern buyer, and connect with them using modern tactics that actually work.
- DORIE CLARK, marketing strategy consultant, keynote speaker, Duke University Fuqua School of Business Professor, and author of Entrepreneurial You, Reinventing You, and Stand Out

Whether you've been in sales for years, or are just starting out, Sell the Way You Buy will change the way you approach the customer relationship for the better. David Priemer's insights, informed by his years as a top sales leader and trainer, combined with the latest research in psychological and behavioral sciences, will not only help you close more deals, but also enable you to find a deeper, more empathetic way of connecting with your buyers with tactics that really do work. A must for anyone in sales!
- DAN MARTELL, entrepreneur, SaaS coach, and angel investor

Sell the Way You Buy is a masterpiece. Engaging, educational, and practical throughout, this is a must-read for anyone who cares about success in sales.
- JIM HAMILTON, Distinguished Faculty Fellow of Sales Management, Smith School of Business at Queen's University

About the Author

David Priemer is widely recognized as a thought leader in the area of sales and sales leadership and has been published in the Harvard Business Review, MIT Sloan Management Review as well as Forbes, Entrepreneur, and Inc. magazines. He has led top-performing sales teams at high-growth startups and is a former VP of Salesforce, where he created the Sales Leadership Academy program. Often referred to as the "Sales Professor," David helps organizations drive revenue growth, people development, and winning cultures by infusing the core principles of science, empathy, and execution into their sales operations. He is also an Adjunct Professor at the Smith School of Business at Queen's University. He blogs at cerebralselling.com.

Product details

ASIN ‏ : ‎ B08669TDG9
Publisher ‏ : ‎ Page Two
Accessibility ‏ : ‎ Learn more
Publication date ‏ : ‎ April 7 2020
Language ‏ : ‎ English
File size ‏ : ‎ 5.2 MB
Screen Reader ‏ : ‎ Supported
Enhanced typesetting ‏ : ‎ Enabled
X-Ray ‏ : ‎ Not Enabled
Word Wise ‏ : ‎ Enabled
Print length ‏ : ‎ 291 pages
ISBN-13 ‏ : ‎ 978-1989603215
Page Flip ‏ : ‎ Enabled
�鶹�� Rank: #327,661 in Kindle Store (See Top 100 in Kindle Store)
- #27 in Sales & Selling Management
- #27 in Business Product Management
- #306 in Professional Sales & Selling
Customer Reviews:
170 ratings

About the author

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David Priemer

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David Priemer started his career as an award-winning research scientist before spending two decades leading top-performing sales teams at high-growth technology companies including Salesforce, where he was the Vice President of Commercial Sales and creator of the Sales Leadership Academy program.

Today, as the Founder and Chief Sales Scientist of Cerebral Selling, David's unique science and empathy-based approaches to driving revenue and talent growth have been published in the Harvard Business Review as well as Forbes, Entrepreneur, and Inc. magazines. Often referred to as the "Sales Professor", David is also the author of two books, the Bestselling Sell The Way You Buy and The Sales Leader They Need, as well as an Adjunct Lecturer at the Smith School of Business at Queen's University and the London Business School.

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Customers say

Customers find the content insightful, a must-read, and a better field guide to sales success. They describe the book as written in a consumable way, wonderfully modern, and highlighting new challenges sellers face. Readers appreciate the strategies and tactics validated by scientific research. They say the book is easy to directly apply to their teams and easily relate to their practice. Readers also appreciate the great storytelling and personal stories.

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Content Readability Sales Strategies Ease of use Storytelling

18 customers mention "Content"18 positive0 negative

Customers find the book a must-read, entertaining, and insightful. They mention it references many great reads and builds off of them. Readers also say the book offers clarity and functional advice for sellers.

"...Unlike other sales books it is an entertaining read and he does a great job aggregating proof points from other sources you probably have seen..." Read more

"...is very accessible to the reader and I love how it provides relatable examples each concept...." Read more

"Amazing, very insightful book. This book really teaches you to look at selling through the perspective of the buyer...." Read more

"...I love this book! it's a must read for anyone in sales and I plan on buying a few of them as gifts for good friends...." Read more

7 customers mention "Readability"7 positive0 negative

Customers find the book written in a consumable way. They say it's a wonderfully modern read that highlights new challenges sellers face.

"...It did!!! It’s an easy read, with many relevant examples and personal stories that I was able to easily relate to my practice...." Read more

"This book is extremely well written. The writing style is very accessible to the reader and I love how it provides relatable examples each concept...." Read more

"...The book is written in a consumable way, strategies are presented in a progressive yet still get back to the basics...." Read more

"...It's better though because it's in writing. David's approach to sales is totally different than most sales books I've read...." Read more

7 customers mention "Sales"7 positive0 negative

Customers find the book to be a better field guide to sales success. They appreciate the pragmatic approach to modern selling and the scientific approach to the sales process. Readers mention the book will amplify their or their teams' sales to the next level.

"...His scientific approach to the sales process, particularly the importance of the 'what' and 'how' of effective communication, is invaluable for any..." Read more

"...This is a great read, but a better field guide to sales success." Read more

"...A must read for business leaders, revenue leaders and sales professionals!!" Read more

"...executive experience into a format that is digestible and useful in the sales arena...." Read more

4 customers mention "Strategies"4 positive0 negative

Customers find the book has actionable tips and strategies to keep them engaged the whole way. They also appreciate that all the tactics are validated by scientific research.

"...I especially loved that all the tactics are validated by scientific research...." Read more

"...The book is written in a consumable way, strategies are presented in a progressive yet still get back to the basics...." Read more

"...David does a great job mixing storytelling and actionable tips and strategies to keep you engaged the whole way through...." Read more

"...new challenges sellers face along with strategies and tactics to help them succeed. Oh and it’s a fun read too...." Read more

3 customers mention "Ease of use"3 positive0 negative

Customers find the book easy, entertaining, and easy to directly apply to their teams. They say they've made several small stories that they can easily relate to their practice.

"...As I read through the book it was easy to directly apply to my teams and I've made several small changes to our sales playbook as a result." Read more

"...relevant examples and personal stories that I was able to easily relate to my practice...." Read more

"...Easy, entertaining read - I highly recommend." Read more

3 customers mention "Storytelling"3 positive0 negative

Customers find the storytelling in the book great, with many relevant examples and personal stories.

"...David is a great story teller and he makes it easy to understand the underlying psychology...." Read more

"...It’s an easy read, with many relevant examples and personal stories that I was able to easily relate to my practice...." Read more

"‘Sell The Way You Buy’ combines social science, psychology, and great storytelling...." Read more

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Jon
Easy to read and will amplify yours or your teams sales to the next level
Reviewed in Canada on April 11, 2020
Verified Purchase

Sell The Way You Buy is a must read book for sales professionals. I enjoy following sales leaders/influencers on LinkedIn, but I hate how it is primarily focused on tactics without the substance to back it up or it is click bait to purchase training services or attend a conference.

David is a great story teller and he makes it easy to understand the underlying psychology. Unlike other sales books it is an entertaining read and he does a great job aggregating proof points from other sources you probably have seen (TED Talks, best selling books etc.) so that everything you need is within the chapters.

As I read through the book it was easy to directly apply to my teams and I've made several small changes to our sales playbook as a result.

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Dr LP
A must read!!!
Reviewed in Canada on June 18, 2020
Verified Purchase
As a dentist , practicing dental sleep medicine , I don’t read many sales books but I was intrigued by this one’s title . I often find myself in patient situations where I’m recommending a course of treatment or behavior change and wanted to see if it could help me. It did!!!

It’s an easy read, with many relevant examples and personal stories that I was able to easily relate to my practice. It helped me restructure my case presentations and highlight with greater conviction the treatment options I KNOW are in the best interests of my patients. The chapter entitled “ High impact messaging “ was particularly helpful in guiding me to this end .

I especially loved that all the tactics are validated by scientific research. It’s been amazing to see how even simple tweaks in my wording have had such a powerful impact on my “ buyers”

A definite must read!!!!

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PC
This book will help you understand selling
Reviewed in Canada on November 26, 2021
Verified Purchase
This book is extremely well written. The writing style is very accessible to the reader and I love how it provides relatable examples each concept. I also now see the value in approaching selling from a cognitive psychology lens. This book teaches you that most people make mental decisions about how they feel about something in a few seconds - the same applies to selling interactions. If you’re in the field of sales or marketing this book will provide a tonne of value to you. There are takeaways for entry level SDRs all the way up to C-level executives.
Very happy I purchased it!

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L.
A must read book! Very insightful, well-written.
Reviewed in Canada on May 17, 2021
Verified Purchase
Amazing, very insightful book. This book really teaches you to look at selling through the perspective of the buyer. It teaches you modern tactics to build rapport and trust with the buyer, and to break down barriers. I love how David Priemer references other notable authors throughout his book. He references many great reads and builds off of them. David also provides his unique personal experiences to give you examples of how the tactics can be applied in a correct or incorrect manner!

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Shubh Mann
If you ever communicate with anyone else, you need to read this book!
Reviewed in Canada on April 30, 2020
Verified Purchase
Given that this book has already received praise from the likes of Daniel Pink, my endorsement may not mean much, but I thought it was important to share.

I have been a fan of David Priemer's work since I accidentally stumbled across his blog a few years ago. Over that time, I have learned an insane amount from David. His scientific approach to the sales process, particularly the importance of the 'what' and 'how' of effective communication, is invaluable for any one in Sales. I would also argue that it's invaluable for anyone who communicates with other human beings. I love this book! it's a must read for anyone in sales and I plan on buying a few of them as gifts for good friends.

Thank you David Priemer for sharing your knowledge.

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Lucy Bian
Great read for a sales professional and everybody!
Reviewed in Canada on February 22, 2021
Verified Purchase
I heard great things about this book and finally had the opportunity to set aside some time and read it myself. I find it is easy to digest, interpret and relate to. My full time job is a software sales professional and I 100% agree with David's point of view, this is a great book for people who are new to sales and seasoned professionals in the field. In addition to that, David has a great way to put things in perspective through analogies and metaphors, I wish more sales and negotiation books are written in an easy to understand way like his. David, please write more books and thank you.

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Glenn
Will persuade you to put your buyer at the centre of your sales process
Reviewed in Canada on June 11, 2020
Verified Purchase
This book's premise may get a 'duh' reaction out of you, but much in sales is dictated by how a buyer feels. Reality is, few of us have the EQ to know what we're feeling, and our lazy brains don't want to think too hard about a purchase. To Priemer, it's the salesperson's job to help the buyer work through their own thoughts & feelings.

Elements of this book reminded me of 'Stumbling on Happiness,' 'Making Websites Win' and 'This I Know' and none of those is a sales book.

Love this line "Sellers operate as though their buyers are out there sitting idle, just waiting for a solution like theirs to appear on their doorstep. Of course that is (sadly) not the case."

Another nugget, "most companies think they are selling a pain killer, but their messaging sounds like they're selling vitamins."

One of the book's major messages is that beliefs matter. "First, consider what your organization believes to be its key offering, the thing that differentiates it from your competition. Next craft a statement or series of statements you can use across your sales and marketing efforts, beginning with the phrase "We believe" or "At our company, we believe that" to tell the story.....And if your customers believe what you believe, they will undoubtedly lean in and say, "Tell me more!"

When you insert your own product into the 'beliefs' story, say how it solves the problem in a way that circumvents typical solutions (e.g. throwing a lot of money at a problem). By doing so, you're pre-emptively handling their objections.

His scenarios on Discovery Questions and Objection Handling are excellent. I'd recommend someone who needs practice (and who's not getting it through real world experience) to read this book.

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Theo!
Human Communication At The Core
Reviewed in the United States on August 4, 2024
Verified Purchase

Do you like talking to salespeople?

[cue crickets]

Most people would probably answer no even though selling is innate to the human experience regardless of your role in life (I happen to be in finance and sell every day).

Why is that and how do we change our relationship to selling?

David does a phenomenal job at answering this question by placing you the seller into the buyers’ shoes.

Selling is all about human connection and like any relationship, involves listening, empathy, curiosity, and perhaps my favorite intentionality.

Regardless of where you find yourself in life (this even applies to dating!), you will find practical advice and tools (my personal favorites; mirroring and pattern interrupts) that you can apply today!

Thank you, David!

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Tobia L.
Un libro davvero ben scritto
Reviewed in Italy on July 22, 2020
Verified Purchase
Ho acquistato e letto questo libro in inglese, a breve sarà disponibile anche in italiano quindi sono più che felice di commentarlo per primo.

Premetto una cosa: sono un direttore vendite che ama il suo lavoro, ho il sogno di fare il formatore e divoro libri di vendita (ne leggo più di 20 all'anno).
In un universo di libri scritti per fare marketing, per pubblicizzare i propri servizi, "Sell the Way you Buy" si distingue per la praticità e applicabilità.

In altri termini se prendi il libro, lo leggi e applichi ciò che c'è scritto sei già sulla buona strada per il successo.

Poi l'autore è un grande professionista, oltre ad essere umile e disponibile come pochi.
EX VP in Salesforce, ancora si prende la briga di rispondere e interagire sui canali social / e-mail.

Si vede che ama insegnare ed è questa la dote principale che deve avere un consulente/formatore.

Compratelo!

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Filipa
Great book about Sales
Reviewed in the Netherlands on June 26, 2021
Verified Purchase
Great strategies about Sales with important details explained! Once you start it gonna be hard to stop reading it.
Not a basic level content book, perfect for AE's or ambitious SDR.
Recommended it!

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@Timothy_Hughes
If you want a sales book that isn’t the same as all the other sales books, this is worth a read.
Reviewed in the United Kingdom on November 30, 2020
Verified Purchase
David Priemer, used to work at salesforce.com and would spend the day trying to get through to clients by cold calling them and emailing them. He would also spend the day trying to stop sales people trying to get through to him. He wouldn’t take cold calls and he would block sales people emails. He then had an epiphany that he wasn’t selling the way people buy.

David wrote “Sell the way you buy” to try and re-address the balance from all of the other Sales and Marketing books that tell you to interrupt people (cold call, email, advertise) and then broadcast your message. Of course, nobody buys like this anymore, in fact this just annoys them.

David also explains that everybody sales and markets in the same way from a messaging prospective, so you end up with a “sea of sameness”. If the sales people are told to make 100 calls a da, they make 100 calls a day, regardless if this is the best and most efficient way of selling.

If you are in sales (or marketing) and want a book that isn’t the same as all the other sales and marketing books, this is worth a read.

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�鶹�� Customer
A No-Fluff approach to Sales best practices
Reviewed in the United States on December 10, 2022
Verified Purchase
David has a unique way to walk you through a journey where he shows you what’s occurring commonly in sales, how effective or ineffective it is with statistical evidence, and then ideas for you to consider to adapt your approach. I left the book with several epiphanies, immediately recommended this book to my entire team, and adapted to a more valuable engagement method with my customer base. Wonderful book for anyone wanting to up their game and increase their win rate. David also has a wonderful social media presence that is worthy of a follow.

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