This book basically talks about the resourceful skills needed to succeed in a business and ultimately grow. It is a “street smart” book that emphasizes on the human aspect of running a business. “Business schools are not meant to teach you everything about succeeding in the real world, personal interactions and self-disciplines are more important than theories, raw data and Excel sheets” Mark McCormack emphasizes on the importance of reading people, creating impressions, taking the edge, getting ahead, making sales, negotiating, problem solving and general business growth.
McCormack believes that everything in a business revolves around people. You are either selling, managing or working with people. Therefore, giving insight into people by observing how they carry themselves will tell you more about the person. When watching people it’s important to listen and observe aggressively, talk less and listen more, take a second to look on someone’s first impression, take time to use what you’ve learnt, be discrete and detached. Always be aware of your strengths and weaknesses and how these are likely to slant your reaction to others, nothing blocks insight into other people more than your own ego.
The Best salesmen possess a sixth sense. They can tell by the tone of someone’s voice, atmosphere and mood. They understand that rejection can be the greatest motivation overtime. Salespersons should not be discouraged by failure. In sales, rejections are never personal, you have to understand that timing is critical. Timing is everything in business that even a good idea could fail at bad timing. Know when to follow up and look at the right moment. Perfective selling is tied to timing, patience, persistence and adapting to your clients. It is critical to know when to talk and when to keep silent. Market your product with enthusiasm and understand when someone won’t buy from you. Learn to take initiative and do not be greedy, pushy or impatient but keep looking for the edge. If you don’t know find someone who knows and learn. Admit you need help by simply asking and expanding your knowledge. Acknowledge that sometimes you could be wrong.
Mark McCormack extends the argument to the quality of entrepreneur’s life. Big performance in business require nurturing of passion .It is very important to understand what you are good at and grow at your own pace. Schedule out your entire day, this helps in time management and trusting your system. In building a business always do what you’re passionate in, start small, have realistic goals, grow slowly, diversify expertise and keep learning. If you focus on excellence and efficiency you are assured to make your way to success much clear.