New Book Uses Sales Topology to Identify the Four Dimensions of a Sale

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The latest book from the inventors of Persuasion Architecture discusses patterns and distinctions among sales interactions and their application to persuasion entities.

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You’ll notice these dimensions suggest sales topology is focused on the customer’s perceptions and experiences, not the role the business occupies in relation to the customer. And that’s exactly how we feel any discussion of sales topology in the context of designing persuasive systems should be framed.

Bryan and Jeff Eisenberg of Future Now, Inc. help companies sell more products and services. Although they apply a complex process to designing websites and other ‘persuasion entities’ they create for their clients, they would likely agree with that somewhat simplistic description of what they do. A new book from the brothers bursts at the bindings with practical applications, and some of the best is delivered in their thinking on good old-fashioned sales.

In “Waiting for Your Cat to Bark?” the Eisenbergs discuss what they call “sales topology” – or the science of looking for patterns and distinctions among particular sales interactions. Like much of the original and instructive material introduced in the book, what makes the thinking important is its intense focus on the customer side of the equation.

“We have developed our own model for a meaningful understanding of sales topology,” they write.

When examining a business’ sales process, the brothers advise evaluating it in terms four factors: need, risk, knowledge and consensus.

The Eisenbergs write, “You’ll notice these dimensions suggest sales topology is focused on the customer’s perceptions and experiences, not the role the business occupies in relation to the customer. And that’s exactly how we feel any discussion of sales topology in the context of designing persuasive systems should be framed.”

“Waiting for Your Cat to Bark?” uses these four dimensions of a sale to magnify and better understand the sales process, then guides the reader in using that understanding in persuasive activities such as marketing and website design.

Principals of Future Now, Inc., Bryan and Jeffrey Eisenberg help companies maximize results by incorporating expert persuasion techniques into website design as well as email marketing, development, and implementation. Co-authors of the New York Times and Wall Street Journal bestseller “Call to Action: Secret Formulas to Improve Online Results,” the Eisenbergs developed the patent-pending Persuasion Architecture marketing framework at the heart of “Waiting for Your Cat to Bark?”

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Michael Drew

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