KARMIC SELLING

Gwizdak, a management consultant, details his approach of listening to and helping potential clients in lieu of giving them the hard sell in this business strategy guide.

“Before the crash, I was sometimes your stereotypical corporate jerk,” writes the author, a former operations leader at GE, Honeywell, and other companies, describing how a 2004 car accident acted as a wake-up call to change his life and form his own management consultancy. In this book, Gwizdak outlines his way of doing business, which is a “non-sales” approach guided by two maxims: “I can succeed by being authentic and kind” and “Success begins with asking the question, ‘How can I help you?’” He emphasizes doing research on potential clients (he typically does three hours of research prep for a one-hour meeting) and showcases his notes template, in which he records key information in categories that he terms the three Ps—preparation, professional, and personal—to aid in the critical first meeting, as well as follow-ups. The book includes case studies detailing how the author made “business friend” connections with clients by leaning into his helping-first attitude and by asking and responding to questions. He also discusses the process of getting past the “crossed arms” of resistant clients to eventually book significant business with them. Gwizdak is an engaging writer, admitting to his own issues (“I was pushing forty before I realized that the f— you chip and the asshole approach wasn’t fulfilling for me”) and offering up colorful and powerful anecdotes about how he went the distance for clients, including assisting one client with selling her husband’s Jeep. His inclusion of client and colleague testimonials and thoughtful quotes, from Keanu Reeves reflecting on karma to Maya Angelou to Zig Ziglar, are enjoyable additions to his argument and narrative.

Practical and inspiring tips to forge rewarding “business friend” relationships.