The surest sign that a resource book is worth its weight in gold is the speed at which my highlighter goes dry. I'm halfway through Tom Martin's brand new "The Invisible Sale: How to Build a Digitally Powered Marketing and Sales System to Better Prospect, Qualify and Close Leads" and I'm already searching for a replacement.
This is powerful stuff for anyone in sales and marketing, as Tom outlines a radically different approach with which to replace traditional (and outdated) selling methods with propinquity. And, if you're in the Destination Marketing field, it's even more relevant as the discussions on the philosophy of sales vs. marketing continue to heat.
Full disclosure: I'm mentioned in the book...but that's not why I'm such a fan. I had already decided after the chapter on "Selling vs. Helping" that I was going to recommend this important work in today's blog, even before I finished the read. Imagine my surprise, however, as I stumbled upon a kind reference to how I do business (he never once hinted that he'd be including me). And, I bought the book on pre-order months ago. It finally arrived over the weekend...and I dug into it Monday.
Buy this book. It'll forever change the way you look at sales and marketing. For some, it will affirm that those seemingly blasphemous thoughts you've been secretly battling may well be truer than you ever realized. And, for all of us in Destination Marketing (and in, frankly, all disciplines) to change our old-school view of our true roles in the marketplace.
With all due respect and love to my friends that have penned resource books over the years...this one has just rocketed to the top of my "Must Read" recommendations for friends and clients. Yeah...it's that powerful.
Way to go, Tom. "The Invisible Sale" is a masterstroke of critical thought and vision.
And, thanks for the shout out...you sneaky little shit.