Dave Anderson 
How to Deal with Difficult Customers 
10 Simple Strategies for Selling to the Stubborn, Obnoxious, and Belligerent

Praise for How to Deal with Difficult Customers

‘The application of the ten key strategies in this book will help
every sales professional learn how to deal with the truly difficult
and how to avoid creating unnecessary difficulties. It’s written
with the same wit, humor, and inspiration that have made Anderson’s
prior books so effective.’

–Margaret Callihan, President, Chairman, and CEO, Sun Trust Bank,
Florida

‘Anderson knocks another one out of the park with How to Deal with
Difficult Customers! The problem is real; Anderson’s solutions make
sense and, as always, he makes you laugh in the process.’

–Mike Roscoe, Editor in Chief, Dealer Magazine

‘I could not put this book down. It’s a salesperson’s bible,
offering clear and concise how-to advice. If you’re in the selling
profession and want to sell more, you should read this book . . .
twice.’

–Warren Lada, Senior Vice President, Saga Communications

‘An individual executing the ideas within this book will change
their own life and their organization. No one has the gift like
Anderson to articulate the importance character plays in maximizing
potential.’

–Mike Tomberlin, CEO, The Tomberlin Group

‘Throw out all your other sales manuals. Anderson’s new book will
change the way you look at customers, the way your salespeople look
at themselves, and, quite frankly, the way you look at the sales
process.’

–Dan Janal, President, PRleads.com

‘What are you waiting for? We all have difficult customers. If
you’re tired of leaving money on the table because you can’t handle
them, read this book. If your good customers are turning into
difficult customers, read this book. If you want to deliver results
year-in and year-out, read, re-read, and apply the lessons of this
book.’

–Randy Pennington, author, Results Rule!

Tabla de materias

Preface xi

Acknowledgments xvii

About the Author xix

Introduction xxi

1 Understand the Ten Truths About SOBs! 1

2 Toughen up; Sharpen up; Grow up & Go up! 17

3 Don’t Just Be Better, Be Different! 41

4 Take the Fight Out of the Sales Process! 63

5 How to Face and Finesse the SOB ‘Quadruple
Threat’! 83

6 Shovel the Piles While They’re Small! 97

7 Create a Cult! 109

8 Create Urgency to Buy Today! 119

9 Learn to Read an SOB’s Mind! 133

10 Be Prepared to Walk Away! 145

Notes 157

Bibliography 159

Sobre el autor

DAVE ANDERSON is an entrepreneur, author, columnist, trainer, and speaker. The author of two previous Wiley books, Up Your Business! and If You Don’t Make Waves, You’ll Drown, Dave also writes a leadership column for Dealer Magazine and has produced numerous books, cassettes, CDs, videos, and other training resources. He gives 150 speeches, presentations, and workshops each year on sales and leadership development to audiences from around the world. Dave is also President of Dave Anderson’s Learn To Lead and Learn To Lead.com, a cutting-edge Web site providing hundreds of free training resources to thousands of people in over thirty countries.