Wiley
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What Works

ISBN: 978-1-118-39169-3
169 pages
January 2013
What Works (1118391691) cover image

Praise for What Works

"What Works is essential reading for any businesspeople who want to improve their organizations and their own abilities. This is not a tome of pie-in-the-sky, fluffy how-to advice but is an easy read, crammed with great advice—from improving sales ability to learning how to manage people. Not to be missed."
—SHAUN REIN, founder of China Market Research Group and author of The End of Cheap China

"Focus, focus, and more focus. That is the incredible theme here of What Works. Robert Cornish and Wil Seabrook hit a true homerun in their message: knowing what you are and what you are not, knowing what works and what doesn't, and knowing when to walk away and when to stay, but hold firm—are the keys to success in business and in life. What Works is more than a sales book. It's as much about the internal sale to your employees and colleagues, as it is to the customer and the prospect. If you want to improve not just your sales, but your business, What Works is a must-read."
—TODD NATENBERG, author of "I just got a job in sales! Now what?" A Playbook for Skyrocketing Your Commissions

"Robert Cornish has gone beyond the usual fluff and trendy ideas and concepts and taken what actually works in the world, which is what's most important after all. The book is easy to understand with lots of real life examples, and the ideas are very practical and useable. If you want what you are doing to 'work' or to turn your ideas into effective action: read this book."
—Robert J. Kriegel, PhD, New York Times and BusinessWeek bestselling author; Commentator, NPR's Marketplace; pioneer in sports psychology, Olympic and professional athlete coach

"Robert and Wil have written a wonderful no-nonsense playbook for today's CEO. There's no theory here, but rather a collection of bite-sized, pragmatic ways of thinking and doing that you can put into action right away and see immediate results in your business. This is a great one to keep close to your desk to reference often!"
—David Hassell, CEO of 15Five

"While many business books and theories comb through what it takes to succeed, What Works has taken hard-won knowledge from the trenches—knowledge that has been tested and applied—resulting in practical information that can be used now. Being a successful entrepreneur myself, I know what it takes to succeed, and this book dives into what works in the real world."
—Jon Ferrara, CEO of Nimble.com and founder of GoldMine

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Preface ix

Introduction xi

Chapter 1 On Sales 1

Care 3

Pipeline Comes before Sales 4

Sales, Selling, and Getting Your People to Sell 5

Saying No and Walking Away 6

The Art of the Follow-up 8

The Sales Team’s Role 9

The Tough Part of Sales 10

Asking 11

Long Sales Pitches 13

If They Were Sold, It Would Be Done 14

Decide for Them 15

Hold Your Position 16

Time to Cut the PR and Hit Them Straight 17

Taking Money Is Good for Them 19

It’s Your Consideration or Theirs 21

Sales Is a Game of Intention 23

Considerations Bog Sales 24

Order Taker versus Salesperson 25

Two Comments on Sales 26

Additional Sales Tips 27

How to Fill Your Day 29

Causative Sales 31

Chapter 2 On Operations 35

A Note on IKEA 37

Fast Decisions Make Time 39

Excitement Fuels a Company 40

Can I? Yes. Should I? No. 42

Time Is Not Your Friend, But Speed Is an Ally 44

Basic Operating Basis Rules 46

Getting into Communication 47

Getting Organized 50

Introductions 51

Speed 53

Client Prediction 55

Chapter 3 On Focus 57

Successful Principles 59

Identifying the Common Denominators 62

Goal Attainment 64

Learn to Hate Butterflies 65

Look 67

Work Ethic (Hustle) 68

Do It Now 70

All Things to All People 71

What Does It Take? 73

Be Focused to Drive Statistics 74

Chapter 4 On Marketing 77

A Lesson from Red Bull 79

Proactive versus Reactive 81

Speaking Human 83

Communicate to Impinge 85

Focus on Help 86

Why Illusions Help Solidify Sales 87

Chapter 5 On Management 89

Increasing Production by Defining What to Do 91

Knowledge and Management 92

Contraction and Expansion 94

Order and Expansion 95

Shed Duties 96

People 97

What Makes a Group 98

Get Rid of Bad Apples 100

Remove Nonproducers off the Line 101

True and Accurate Management 102

Chapter 6 On People 105

Client Needs, Not Wants 107

How to Handle Critical Clients 108

Customers Aren’t Always Right 109

The Best Time to Fire Them Is Before You Hire Them 111

Criticism and Considerations 113

On Being Promoted 114

Chapter 7 On Viewpoint 117

Aim Small, Miss Small 119

Busy or Disorganized 120

Dreams and Goals 123

Focus 124

What You Did Yesterday Doesn’t Matter 125

Second Wind 126

Isn’t It a Sport? 127

Be Honest with Yourself 128

The Buck Stops with You 129

Find Inspiration 130

Staying the Course 130

Dragging Decisions Is Bad Business 132

Adding Time 133

Decision Comes First 134

Doubt 135

Spend More Time Planning 135

Simple Is Smart 136

Write It Down 138

You Have to Love Feeling Causative 139

Pushing Purpose 141

Making Friends 142

Title versus Task 143

Be a Ball Hog 144

Being a Martinet about Neatness 145

Manage Objectives Like LEGO Instructions 146

Why You’re Unique 148

Don’t Get Too Serious 149

Genuine Interest and Care 150

Damn the Torpedoes . . . They’ll Swerve First 151

Money Motivation and Caring about

What You Do with Passion 152

Know Who You Are 155

Push Yourself 156

Conclusion 159

Acknowledgments 163

About the Authors 165

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ROBERT CORNISH is the cofounder and CEO of Richter Group of Companies, a management, acquisition, and venture group that owns Richter10.2 Media Group, SMPK (Social Media Press Kit), and Richter10.2 Video. He has successfully launched and run five companies since 2002, all following a similar formula. Through the combined experience of those companies, Robert has helped implement effective growth methods that have resulted in Richter's consistent success. Richter is currently on track to be one of the fastest growth companies in America with consistent targets being met quarter after quarter.

WIL SEABROOK is the cofounder and COO of Richter10.2 Media Group. His strengths lie in identifying how communication and messaging can be improved across new media platforms, whether through branding, honing a message, or creating a video trailer that perfectly captures a client's business model, making it simple to understand.

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