“You can have the best book ever written and that doesn’t matter if no one knows about it. Marketing methods will alert potential customers to your book(s) and selling skills will close the sales to put money in your pocket. Learn both.”
Why did you become a book publisher? My first book, “Psychology for Successful Selling” was published by Branden Books in 1988. It helped launch our company, Sales Training International. Over the years we've created an enormous amount of skills based content in the professions of sales, sales management, and customer service. During the past two years we updated this content for our elearning courses and at the same time converted the content to ebooks. 42 ebooks later, we thought about converting our best sellers into paperback books, but first I needed to complete a work in progress involving using hypnosis to control weight, size, and shape. This book, Trance Formed Body, was published using the Doctor Hypnosis label and the POD print services of IngramSpark. Our current strategy now is to publish our sales oriented books under the Sales Training International brand and the psychology oriented books under the Doctor Hypnosis brand.
What do you like best about publishing? The end result of seeing the book in the hands of our customers.
What do you publish? We author and publish books that teach skills. Our focus is on understanding and explaining the underlying psychology of the knowledge, skills, and strategies of sales, sales management, customer service, weight control, and stress management.
What is the most effective form of marketing for your press? That is a moving target. For our training content, I keep our websites on the first page of the top search engines and that provides the largest number of clients from around the globe. Now we’re starting to see our ebooks sell on Amazon. Every month, sales are increasing. For my latest book, we’re going to use print advertising, networking, word of mouth, radio talk shows, book signings, and postcards sent to corporations and bookstores with telephone follow up calls.
How do you define a successful title? When both our customer and our company profit.
Tell us about one of your titles about which you are especially proud. That would be "Value Selling Strategies P.R.O.S.P.E.C.T. Model." This sales strategy is taught in the classroom with the accompanying manuals, online, and with ebooks. It’s generated the most revenue for our company and helped thousands of people sell more for their employers. It remains to this day a popular book and training course. We are now seeing more of the ebooks being sold on Amazon.
What has been your biggest challenge in achieving success? Time limitations. We have too many really good projects in motion and not enough time to get them done. In 2000, our goal was to live on a big boat and travel. Our company’s strategic vision would now include adopting a virtual company business model in which we outsource almost everything. It took seven years to transition our company of 25 staff and 7,000 sq. ft. of office and classroom space to zero employees and zero space. We put the company online and on automatic. That enabled us to live full-time on our boat for three years while we circumnavigated the eastern USA – 7,000 miles at 7 mph. Now that we’re back on land, our project load has exceeded our capacity to produce. Since we plan to move back onboard and start traveling again next year, we’re going to again have to reduce the number of products we’re managing or change the nature of them. For example, we’ll go from multiple online learning sites to just a few and convert the rest of the products to books produced a
What advice do you have for newcomers to book publishing? You can have the best book ever written and that doesn't matter if no one knows about it. Marketing methods will alert potential customers to your book(s) and selling skills will close the sales to put money in your pocket. Learn both.
How will you and your company be positioned in five years? You can have the best book ever written but that won’t matter if no one knows about it. You’ll need to learn the basics of marketing and the basics of selling to put money in your pocket.
When you're not fully immersed in publishing, what do you do for fun? Locally, we live in a walkable community in Texas with many restaurants, theaters, and other attractions around us so we get out and about as much as possible. We enjoy playing music with friends and we enjoy day trips to different places. We just got back from a three week trip to Florida using three hour travel days so we would have time to enjoy each stop along the way. We love traveling by boat to various ports around the USA, Bahamas, and Virgin Islands. Our goal for next year is to get another big live-aboard boat for extended travel to the Bahamas, Turks and Caicos, and other islands in the neighborhood.
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