Cast the right bait, and reel in the sales! Sales expert Joseph DiMisa draws on his experience as a seasoned saltwater fisherman to explain how to land the big one, or sale, through the eyes of an angler. In The Fisherman's Guide to Selling, DiMisa explains strategies used for catching everything from small fish (frequent transactional sales) to big game fish (a GBP 100k+ account). Handy sales tips, useful checklists and a bounty of clever fishing metaphors complement the content to describe a successful sales process that any salesperson will benefit from: knowing what the fish (clients) are biting keeping the tackle box full casting a wide net and checking the lines and preparing for rough seas ahead

This work offers all marketers, in any size company, a strategy for creating and sustaining a profitable direct marketing programme - both on- and off-line.