Don’t Sell We’re British

Rules for persuading people who don't like to be sold to

Tony Dimech

WHY IS SELLING TO THE BRITISH SO DIFFICULT? In the USA… most sales-people are treated with respect – like friends. In the UK… most sales-people are treated with suspicion – like adversaries. In the USA… many people enjoy the sales process and expect to be sold to. In the UK… many people will do everything possible to avoid being sold to. In America… sales-people are regarded as professionals like accountants and lawyers. In Britain… sales-people are treated as nuisances and scoundrels; a necessary evil. We may all be speaking the same language but what works on one side of the Atlantic is very likely to meet with cynicism or outright hostility on the other. So, if want to be a successful sales-person in the UK or Europe, the first lesson you have to learn is this: The role of a sales-person working in the UK isn’t to ‘sell’ in the American sense. If you want to sell to British customers you have to do something different. You have to make your potential customers want to buy. In this vital sales manual, Tony Dimech shows you how to create more demand and boost your selling success when dealing with customers who have somehow acquired the famous British reserve.

  • ISBN: 9781907498428
  • Pages: 174
  • Published: February 2011
  • Price: £12

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