Selling Big to China

PUBLISHED : Sunday, 21 November, 2010, 12:00am
UPDATED : Sunday, 21 November, 2010, 12:00am

Selling Big to China
by Morry Morgan
Wiley, HK$176

Foreigners who have spent no time in China might find useful some of the tips Morry Morgan offers in Selling Big to China. One is that requests for discounts are expected. 'I've worked in China for eight years and am still amazed at how easy it is to negotiate lower prices,' he writes, adding that this is true not only with small companies. Morgan, an Australian living in Shanghai, is a general manager and corporate trainer in sales and negotiations. His book merges sales psychology with personal experience showing how, for example, receptionists can prove to be great sources of information. Not being trained for much more than fielding visitors and taking calls, 'they are unlikely to realise that you are fishing for needs'. Ditto engineers and technicians, who, likewise are poorly trained in negotiation skills and might blab. Some pointers are givens, including that phone calls are more effective than e-mails in making appointments that could lead to sales. If you could buy only one book on the subject, Selling Big to China shouldn't be it (few benefit from simple equations such as 'Goodwill + Reputation = Trust'). But it could serve as an introduction.