Swim With the Sharks Without

¶ … Swim with the Sharks Without Being Eaten Alive by Harvey B. Mackay. Specifically it will contain a book report about the book. "Swim with the Sharks" is a self-help book to help business people learn more about management, sales, and negotiation. Mackay writes in a lively style that keeps the reader reading, and his tips and tricks about business are thought provoking. The book would be a help to just about anyone in any type of business, which may be why this book has been so long lived.

The book opens with information on selling and marketing, and the author announces that marketing is really convincing someone to convince themselves to buy. Next, he maintains a good salesperson does not overcome objections; instead, they set up situations where the customers convince themselves. He believes salespeople have to know their customers as well as they know their products, and that salespeople should develop detailed customer profiles to help them succeed. He maintains salespeople have to remove their personality from the equation, and that there is still prejudice and human envy in people, and salespeople must be aware of this. He believes strongly in networking and he urges people to write notes when they uncover information about their clients, from a job promotion to a new house. He writes, "They're hand-written, hand-stamped, and mailed the same day the item appears or is announced or we've had a meeting. It only takes a moment" (Mackay 69). It is tips like this that keep this book moving and help the reader understand what Mackay is trying to do. He is attempting to show some of the strategies of some of the best salespeople in the country, in hopes that readers will put these tips to use and make their own careers more fulfilling and successful.

Mackey believes in setting goals, and part of that goal setting should be managing time effectively. They do not have to be complicated; they can be simple, like adding a specific number of accounts or making more money. They do have to be specific and he urges people write them down to make them real. He also thinks it is crucial for people to believe in themselves and look for role models to emulate. He urges people to use their instincts and learn to say "No," and he believes in strong negotiating skills when the salespeople are doing the buying. He urges negotiation with banks, and he believes that winning a negotiation involves the ability to walk away from the deal, no matter what.

He believes honesty is more important than written contracts, and that agreements (in writing) are a necessity in business, because they stop problems from occurring in the future. He also believes you should pay on time, and you should not make business decisions with your heart. He writes, "Never make a significant deal that is proposed to you, a deal that is going to involve your commitment to spend your own money, on the spur of the moment" (Mackey 117). He also believes in treating employees with respect and nurturing them, you should treat your suppliers with respect, and that you have to know your competition and how to outmaneuver them.