The Giants of Sales

About the Author

Tom Sant, a renowned expert in persuasive communications, is the founder and former CEO of the Sant Corporation. He is the author of several influential books, including "Persuasive Business Proposals," and the creator of widely used sales software tools. With a career dedicated to enhancing the effectiveness of business communications, Sant has become a leading authority on sales methodologies and strategies. His insights have helped numerous organizations improve their sales processes and achieve greater success.

Main Idea

"The Giants of Sales" by Tom Sant delves into the lives and strategies of four legendary sales pioneers: John Henry Patterson, Dale Carnegie, Elmer Wheeler, and Joe Girard. Through their stories and innovations, Sant offers a comprehensive understanding of the sales field, highlighting key methods and approaches that have shaped modern sales practices. The book aims to provide readers with valuable lessons on how to tap into these pioneering techniques to achieve real sales success in the 21st century.

Table of Contents

1. Selling in the 21st Century
2. John Henry Patterson: The Process of Selling
3. Dale Carnegie: The Apostle of Influence
4. Elmer Wheeler: The Magic of Words
5. Joe Girard: Priming the Pump
6. Looking Back to Look Ahead

Selling in the 21st Century

Professional selling is heralded as one of the most crucial American inventions of the 20th century. Without the advent of professional sales methods, the development of modern society and the economy would have been significantly delayed. Sales have powered the economy for over a century, with pioneers like John Henry Patterson, Dale Carnegie, Elmer Wheeler, and Joe Girard figuring out what works and setting the foundation for today's sales practices.

"By going back and looking at what the early masters of modern selling taught us, we can avoid wasting our time on fads and foolishness." - Tom Sant

Sales methodologies generally fall into four broad categories: process-oriented, relationship-driven, linguistic, and tactical methods. Each has its strengths and limitations, and the key to success lies in matching the method to the selling environment. By understanding these approaches, salespeople can avoid damaging customer relationships and instead sell more effectively.