Why would a guy who’s been at the top of the totem pole as a sales trainer, speaker, and author for well over three decades decide to write another book?
If you are Tom Hopkins, you indeed thought your bookwriting days were over. Then you looked around and decided that down times require getting back to the basics of selling. The result is his 14th book, “Selling in Tough Times.” The subtitle is “Secrets to Selling When No One is Buying.”
“I just felt the need was there,” Hopkins says. “So many people have come through good times, and now is the time to come back to the fundamentals that maybe they got away from.”
Hopkins’s 14th book actually was supposed to be released a year or so ago but was delayed, according to Judy Slack, Hopkins’ longtime director of research and development who assists Hopkins with his published materials. She recalled an article written in previous difficult times in the 1980s and convinced him it should be expanded into a book with new guidance for salespeople in this recession.
“I have not in 40 years in business seen an overall economy affect so many industries,” Hopkins says. “No one has escaped the impact of this economy, this negativity.”
He is one of the longtime A-listers, like his good friend Zig Ziglar. For someone who struggled through his first six months as a real estate salesman so many years ago, he has built a legacy through his company, Tom Hopkins International.
His annual “Boot Camp Sales Mastery” every August attracts hundreds of salespeople who pay to sharpen their skills over a three-day program. The 2007 boot camp I attended was energetic, educational, exhausting, enjoyable – even inspirational – and it easily was clear why Hopkins has legions of disciples.
He’s adding a new twist to his arsenal this year, an Elite Sales Retreat May 11-15 in Flagstaff, Ariz., limited to 50 participants who want to elevate their sales careers. “To stand on the stage and teach is fine,” he says, “but I always wanted to take three or four days with people I could spend personal time with.”
Sounds like fun. Who wouldn’t want to golf with Tom Hopkins, barbecue with Tom Hopkins and visit Tom Hopkins in his beautiful Paradise Valley home in the pines? The advanced sales training is a bonus.