The Contrarian Effect

Conventional sales tactics such as cold calling, sales scripts and closing questions no longer produce dramatic improvements in sales. Customers have increasing control of the buying process, and they become frustrated when they are treated as a commodity by salespeople.

In The Contrarian Effect, authors Michael Port and Elizabeth Marshall demonstrate that to reach customers, win sales, and earn market share, it is more effective to take the opposite, or contrarian, approach. Companies that can give up high-pressure selling for more congenial customer interactions will enjoy long-term benefits such as repeat business from loyal customers.