Book Review: Subject - Entrepreneurial Skills Development

Title: How to Become an Entrepreneurial Genius
Author: Ron Chenier
Publisher Trafford
ISBN: 155212345-6

I teach entrepreneurship at Algonquin College's School of Business so I was initially drawn to Ron Chenier's latest book, How to Become an Entrepreneurial Genius - Your Blueprint to More Money, More Respect and More Freedom, by the title. I was hoping to find some nuggets in his book that I could share with my students. What key characteristics did he think you needed to have to be a successful entrepreneur? What pitfalls are there to avoid? Did he have any advice for someone just starting up a small business?

If you are hoping to find a silver bullet in this book that will turn you into an instant success, forget it. It's not there. (There are no silver bullets in life, anyway.) However, if you're looking for a blueprint to follow that will help you write a personalized action plan for success, then Ron's book is worth looking at.

If you are an experienced professional sales person looking to enhance your ability to communicate more effectively with your clients, or if you are new to the sales profession and you're looking for some input on what it takes to have a successful career in sales, then this book is for you. Ron has been there, done that and he has the tee-shirt to prove it. (Check out page 113 and commit to memory his six generic steps to selling.) As Ron points out in his book, selling is all about building relationships with your clients. Being a successful sales person is about developing trust. (It doesn't matter if you are selling a product, a service or yourself. It all comes down to trust.)

Generally speaking, people won't buy a product or a service (or associate with someone) they don't trust. But building trust is a process. I call it the 3R's of communicating: (1) You must first develop rapport with your clients by getting to know your clients, and by seeing them as more than just potential sales commissions. (2) Out of that rapport will come a relationship. It sends a non-verbal message to your clients that you like them and you care about them for more the sales they represent to you. (3) Out of each of those relationships that you've built with your clients comes respect. Out of the respect you have for each other comes trust. It's important to remember, as Ron states in his book, that clients buy solutions to problems; they don't buy products or services. "Selling isn't being pushy. Selling isn't being manipulative. Selling isn't talking people into buying something they don't need." If you can demonstrate to your clients that you have their best interests in mind, then they will trust your recommendation of whatever product or service you suggest they buy.

I found Ron's book, How to Become an Entrepreneurial Genius!" an easy read and well worth the asking price. It passed my "thumb" test with flying colours. To find out more about Ron Chenier and to buy his book online, visit Ron's web site at www.ronchenier.com. (Let him know Brian sent you.)