The Customer is NEVER Right: Sell More Trucks, Cars, Buses, Parts . . . Anything in One Month

"I have been to many sales training events, such as Dale Carnegie and Spin Selling, with a cost of way over $5000. What I was able to take away and apply from watching Ian speak for just thirty minutes was way more valuable than any of those training seminars. His training and tactics have enabled me to acquire new high-dollar accounts and establish a long-lasting customer base. He is able to get into far more detail in this book than when he speaks. I use one or more pieces of Ian's strategies, daily." - Brandon Mastin, Navistar Parts Sales Manager

FROM THE BACK COVER:

Did you know . . .

• The customer is never right.

• When answering the phone don’t ask, “How may I help you?”

• Upselling kills sales.

• Don’t secret shop your team.

• Pitching is for baseball not sales.

• Using marketing collateral as a calling card is counterproductive.

Prior to entering Navistar as training manager in 2016—and moving on to operate his own training company in the fall of 2017, Ian Coburn spent nearly 20 years turning teams into top sales producers across dozens of industries, including automotive and truck driver recruitment. Here he brings his tradition-shattering techniques to truck, automotive and suppliers.

“A quick and easy read of numerous valuable, proven sales strategies for anyone looking to raise their game and beat their competitors.” – Jim Kraschinsky, General Manager, Lakeside International Trucks

“A must read for anyone in sales. From rookie to seasoned veteran there is something in here for everybody.” – Mark Bukovsky, Automotive Sales & Finance Manager of 10 years, 20 years total in sales

“The sales tools taught are applicable to any salesperson in any industry! The tactics are also taught in a manner that is easy to follow and will no doubt trigger AH-HA moments for the reader.” – Scott Latimer, Regional Sales Manager, RedDot

“It’s simple: Do what’s in this book and you’ll sell more.” – Kevin Newman, Service Manager, Merlin 200,000 Mile Shops - Aurora, IL

More reviews inside.

END BACK COVER TEXT.

Long overdue in the trucking, automotive, and supplier industries, comes the definitive sales and customer service book. Authored by long-time trainer, speaker and leadership developer, Ian Coburn, "The Customer is NEVER Right" debunks sales and customer service fallacies that have been hurting businesses for years. Ian shares his technique, "GPA," for enrolling customers from start to having them honor you by becoming lifetime referrals. He includes 51 pages of real sales scenarios in table formats, so the reader can easily follow which techniques taught are being utilized at the given moment.

Ian, formerly training manager for Navistar (makers of International Truck and IC Bus, as well as a variety of parts), has trained across dozens of industries over nearly twenty years, building top sales and leadership teams from scratch, as well as overhauling customer service and sales departments. Here, he focuses on using GPA in truck, automotive and bus, industries typically overlooked by soft skills training professionals.

While the techniques taught are applicable to every industry, as the title suggests, truck, automotive and bus are examined in depth. Peruse the back cover for more details, including examples of common fallacies debunked, such as why you should never ask, "How may I help you?" when answering the phone and why "upselling" should be removed from your culture... and, of course, why the customer is never right!

In addition to the book, Ian has created an online program to accompany it--each topic in the book has an online course or module readers can take after or as they go through the book. These learning modules will provide lots of interaction and simulated sales conversations. More details may be found within the book.