The Ultimate Sales Machine - Chet Holmes [3]
But given that Chet is a friend and a master, too, I gritted my teeth and said simply that I would, knowing in my heart that no matter how much a master of sales Chet is, there are very very few folks who can turn that skill into a book that people read, and then read again because the words and the way they are arranged capture the imagination as all great stories do.
I was afraid that when I began to read his book, I would have to tell him the truth: books are hard to do, Chet, but what the hell, you did a good job, and there are so many other things you’re good at, you’ll never even remember this after a few years go by and the pain of harsh critics goes away, and you discover a brand-new day.
That’s what I thought I would have to say to Chet once I took a look at what he sent my way.
But, Chet, I have to say it: you are now a master of books, too!
And that’s what I find myself saying to you, dear reader. That Chet Holmes is not only a master of the subject within the covers of this book, but of something much more profound, something much deeper than the subject of sales seems: Chet knows how the world of words works. He knows how stories are told. He knows why the world needs great storytellers, and why companies who are deprived of great storytellers are companies that can’t hope to capture the imagination of their customers, their employees, or the people who invest in them, each of whom are suckers for a great story, who love to hear the Once Upon a Time we were all put to bed with at night all those many years ago. Chet teaches you between the covers of this book how to tell stories. And he does that in the best way of all: he tells you a story, and then another, and then yet another, and then still another until you feel like he has got to run out, and then he tells you even another story better than the ones before. And each story works to make The Ultimate Sales Machine a book that puts it all together to help you dramatically increase your sales if you are wise enough to follow its advice.
So, Chet, what can I say? You are a master. And this book is about mastery. And you kicked this sucker in the head. Yes, when you read a really neat book, there are very few words left to be said. Other than, great job, Chet. Thanks for the opportunity to tell it like it is.
—Michael E. Gerber,
bestselling author of E-Myth, E-Myth Mastery,
and E-Myth Revisited
Preface
Here’s a snapshot of the current climate for doing business:
A corporation fails every 3 minutes.
A directorship changes every 32 seconds.
A company changes control every 15 minutes.1
96 percent of all companies fail within 10 years.
26,000 new products and brands are introduced every year.
16 percent to 30 percent of consumers change brand loyalty in one evening of watching commercials.
74 percent of consumers buy outside their favorite brands.
29 percent of consumers do not read a newspaper.2
In the past 15 years of working with thousands of entrepreneurial companies and more than 60 of the Fortune 500, I’ve seen the average cost of getting in front of a client virtually triple. If it cost you $100 to get in front of a client 15 years ago, today it’s costing you $300. The rates have increased for every major advertising medium, including television, radio, and newspaper, while the penetration of every one of those vehicles has decreased. With more TV and radio choices than ever, the large audience you used to be able to reach in one place is now scattered among hundreds of media channels. New technologies like satellite radio and TiVo have made it possible for consumers to avoid commercials completely. All this means that it’s getting harder and harder to reach the consumer, and the market that you’re in has become fiercely and viciously competitive. Does anyone think it’s going to get easier?
When I teach seminars in front of thousands of business owners, I begin by saying that I can absolutely