Harvey Mackay is best known for his best selling book, Swim With The Sharks. He also does a lot of public speaking. He is a member of the National Speakers' Association Hall of Fame and Toastmasters International named him as the top speaker in Commerce and Industry in 1993.
Mr. Mackay is the founder of MackayMitchell Envelope Company. In 2000, the company had $86 million in sales and 500 employees. The company was sold to company president Scott Mitchell in 2000.
I read this book because it was recommended by Jay Abrahams. Mr. Abrahams is as knowledgeable about sales and marketing as anyone, so I take his recommendations seriously.
This is a book of short chapters. The chapters are often short stories that you would expect to hear in a speech. I look at them as "fatherly advice." Mr. Mackay suggests that instead of reading the book straight through, you should ramble through the book for items that interest you.
Mr. Mackay's emphasis isn't on making a sale, it's about establishing a long-term customer relationship. He is proud that his company never lost a major account.
If you're looking for a structured explanation of selling, you won't find it here. Try another one of the books that Mackay recommends, such as Tom Hopkins' How to Master the Art of Selling.
There are some chapters in this book that update some gaps in the older sales manuals. Mr. Mackay points out that the internet provides an opportunity to do quick and inexpensive research to learn about your prospective customers. I am often astounded that salespeople who come to me looking for business don't have a clue about who I am when I have tons of material, including my television show episodes, on the internet. That is just plain lazy.
Mackay also points out the importance of learning and using social media for research and contacting prospective customers, including participating in interest groups and chat rooms.
Mackay emphasizes the importance of preparation and knowing as much about your customer or prospective customer as possible. In Swim With The Sharks, he gave the Mackay 66 Customer Profile. In Chapter 67 of this book, he gives the Mackay 25 Sales Call Prep Checklist. This is a practical tool for your sales kit that you can start using immediately.
any of the chapters are motivational. They are about persistence and perseverance. If you don't develop these qualities for enduring rejection, you probably won't be successful in sales or in business.
The Mackay MBA of Selling in the Real World is a worthwhile addition to your sales library.
Buy it on Amazon: The Mackay MBA of Selling in the Real World.
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