15-rules-for-becoming-a-top-producer1

Copyright 2009 by SalesBlogcast.com - All Rights Reserved�

15 Rules�

Becoming a�Top Producer!�

for�

by Doyle Slayton�

Sales�Blogcast� .com�


Table of Contents�Title Page�

15 Rules (Quick sheet - Print and post it in your office!)�

Success Begins at Home� 2�

Sales Snipers� 4�

The Shield� 6�

10 Things I Love About Cold Calling� 8�

Is this a Good Time to Talk?� 11�

The Effectiveness of Cold Calling… On Foot?� 14�

Pump Up the Volume!� 17�

Want Long-Term Success? Build Your Pipeline!� 21�

Train Your Brain to Think “And”� 25�

Networking for Results� 28�

Give Your Prospects a High Five� 31�

These Leads are for Closers� 34�

Just Sell Me!� 36�

What’s the Score?� 38�

7 Essentials for Massive Sales Success� 42�


SalesBlogcast.com�

Thank you for being a part of my SalesBlogcast�Sales and Leadership community. I hope you�enjoy the book!�

You are also invited to subscribe to my blog at�SalesBlogcast.com�, visit often, and share your�own ideas about Sales and Leadership.�

Sincerely,�

Doyle Slayton�Sales & Leadership Strategist�SalesBlogcast.com�

© Copyright 2009�SalesBlogcast.com�All rights Reserved�


http://salesblogcast.com


15 Rules for Becoming�a Top Producer!�

Rule 1:� Build a strong foundation.�

Rule 2:� Block out negativity from outsiders.�

Rule 3:� Crush negativity from insiders.�

Rule 4:� Learn to love that which produces� the biggest results.�

Rule 5:� Don’t give your prospects an easy out.�

Rule 6:� Focus on the right activities.�

Rule 7:� The more, the more!�

Rule 8:� Your pipeline is your lifeline.�

Rule 9:� Leave single-mindedness behind.�

Rule 10:� Cold-calling trumps Networking�

Rule 11:� Master the art of uncovering needs�

Rule 12:� Be a hardcore closer without being pushy� or unprofessional�

Rule 13:� Sell your prospects the way they like to be sold.�

Rule 14:� You’ve got to have a scoreboard!�

Rule 15:� If you are going to win, Win BIG!�Sales�Blogcast� .com�

1�


Rule 1�Build a strong�foundation.�

2�


Success Begins at Home�

This concept carries a double-meaning. I have included an�example of what I’m talking about beneath each point.�

1. Make sure you’ve got your own “stuff” together.�

2. Make sure everything is strong with your family life.�

In what ways does this concept apply to you?�

INTEGRITY�

“Choosing to be a person of integrity is a lifelong�commitment. Throughout your journey, you will�face daily opportunities to choose between right and�wrong. Credibility is built one decision at a time.�Those who understand this principle know that each�decision made, in either direction, makes the next�one of similar nature that much easier. Over time, it�will spread across your entire life. It becomes who�you are, and everyone can see it.” -Doyle Slayton�

I was playing with my three year old daughter the�other day. She loves to dress up in her Cinderella�costume. While she was dancing around like a�princess, she began talking about a little boy at�school that she’s “going to marry.” It really put�things in perspective. I think God gave me two little�girls so that I could understand things that I never�understood growing up.�

When you are with your wife… treat her like a�princess. She’s been thinking of you… since she was�three.�

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Rule 2�Block out negativity�

from outsiders.�

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Sales Snipers�

You have probably heard me say it before, “Figure out what works… and�do it over and over an over again.” The top sales pros find ways to make�slight improvements along the way… but over-tweaking can be dangerous.�Everyone gets into a little slump once in a while. It is during these slumps�that reps want to make wholesale changes because they think, “What we�were doing isn’t working anymore.”�

Almost every time that happens, you have to check yourself to make sure�you didn’t run into a “sniper” recently. Let me explain. You have multiple�prospects that say, “You are the best sales person we have ever worked�with!” They thank you for being sincere and tell you that the main reason�you got the deal was because of your persistence.�

Then suddenly, out of nowhere, you get blind-sided by a "sniper" who has�a different opinion of you. This “one” prospect tells you that you are too�pushy and that your techniques are that of a blah, blah, blah… all of it bad.�They are not interested in what you have to offer, and they request to be�taken off your list. You begin to question your persistence. “Am I too�pushy?” you ask… and then you start to back off. Deals start falling�through the cracks and going to your competitors who seem to have all the�momentum.�

Here is another example. You have always separated yourself by being�the type of sales professional who has no problem making calls on�Monday. In fact, you have a history of scheduling tons of appointments�and closing lots of deals on Mondays.�

As with the previous example, you have a little “breakdown” in the action.�You call a prospect on Monday who jumps all over you about NEVER EVER�calling them on Monday! This "sniper" gets you thinking… second guessing�yourself for all the wrong reasons… and then your Monday call volume�begins to slowly drop off. You begin to find “administrative” things to do�on Monday.�

Success Principle: Never let a sales "sniper" bring you down. You are�better than that! We are halfway through the first quarter. There is still�plenty of time to exceed our goals. You know what works… go do it… over�and over and over again!�

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Rule 3�Crush negativity�from insiders.�

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The Shield�

What do sales teammates talk about when nobody’s watching?�

The great ones are talking shop, creating strategies, and role-playing�techniques that will make them more successful. They are sharing�product knowledge and developing industry expertise. These high�achievers are encouraging each other and looking for ways to build�on strengths!�

Then there are those who are huddling up to share in each other’s�misery. They complain about change, fairness, and various forms of�rejection.�

Here is my challenge. The next time you get sucked in to a�conversation where people are saying it can’t be done… take a�leadership role with something like, "Wait a minute, what is it that we�are fighting for here? What are we trying to accomplish by�convincing each other that our goals are unachievable? If we�continue down this path of negativity, where will it lead us? In other�words, once this conversation is over… then what?"�

One of two things will happen. Either they’ll follow you… or they�won’t. Both scenarios are a win! You can join forces with those who�agree to think and behave like top performers, while parting ways�with those who won’t be around long anyway.�

Build an impenetrable force with your success minded teammates.�Stick together to form…�"The Shield!"�

"I am grateful for what I have. I am�driven to achieve more. I help others�succeed. It's funny how this works. It's�like a shield. Negative people don't come�around me!" –Doyle Slayton�

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Rule 4�Learn to love that�

which produces the�biggest results.�

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10 Things I Love About Cold Calling!�

It Works� – Cold calling works! It requires skill, the right mental�attitude, and an iron will. Those three things make me smile!�

Speed� – I can go as fast as I can, and take on the attitude of, "There�is somebody out there who is ready to do business with me… I’m�gonna find ‘em!"�

Efficiency� – Think of cold calling as a quick filter. You can quickly�learn who your best prospects are going to be.�

Sharpens Skills� – You have to be quick on your feet, maintain�composure, and always be professional. Nothing sharpens skills like�cold calling!�

Keeps Me Humble�– All great sales people can get a little cocky�sometimes. No matter how good you are, you are going to have�days when you get beat up on the phone. A little humble pie is a�good reminder that we can always get better.�

Hidden Prospects� – There are prospects out there that have a need�and are ready to buy. Nobody knows about them until the cold caller�finds them!�

Follow-Up Opportunities�– Cold calling creates follow-up�opportunities. I love it when a prospect says something like, "I have�X, Y, and Z going on right now, but call me in two weeks." When I�call them back, they are "often" ready to have a professional�conversation. The more I cold call, the more follow-up opportunities�I create!�

Builds My Pipeline� – As a sales person, it isn’t a natural tendency to�be organized. Business opportunities can fall through the cracks.�Cold calling makes it easy to sit at my desk, and build a pipeline. I�use my CRM to keep quality notes on all of my prospects. Everything�I need is in front of me.�

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Multiple Decision Makers� – Within seconds, I can try to reach multiple�decision makers within a company. If one isn’t available, I try the other one!�

Willing to Do What Others Won’t� – I love cold calling. I tell myself that�everyday. In fact, I make it a point to walk into the office, turn on my�computer, and dial my first call before I do anything else. It sets the tone for�the rest of the day.�

I can’t help it… this stuff gets me fired up… let’s go build some�business!�

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Rule 5�Don’t give your�prospects an�

easy out.�

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Is This a Good Time to Talk?�

I recently had the privilege of listening to sales people share best�practices for cold calling on new business prospects. One of the�panelists suggested that callers ask the prospect, "Is this a good time�to talk?" He said this technique differentiates him from other sales�people by positioning him as someone who is respectful of the�prospects time. It also allows him to create a warm call situation�where he can follow-up in the future. Although I’ve never been one�to employ this technique, I started thinking about ways it could be�used as an effective sales tactic for those who like this approach.�

Let me start by sharing why this technique doesn’t fit my style, and�then I’ll tell share my thoughts on how I might recommend using the�technique as an appointment scheduling tactic.�

Reasons why I wouldn’t use this technique:�

Decision makers are often difficult to reach. When I get them on the�phone, I’m going to take advantage of it! Asking them if it’s, "a good�time to talk" allows the prospect to tell me "no" and puts me in the�same position as if they hadn’t answered the phone at all. If it’s not�a good time… believe me… the prospect will tell me. At that point, I�will be respectful of the situation and request a more appropriate�time to follow-up in person or on the phone.�

Using this technique as an appointment scheduling tactic:�

If I were to ask the question, "Is this a good time to talk?" it would�be for one purpose only. Knowing that the odds were against me and�that the most likely response is "no," I’d actually be hoping for it! In�other words, I would ask the question for the very purpose of having�the prospect say, "No, this is not a good time." At that point, I would�go for the appointment. "No problem. I want to be respectful of�your time. Instead of running the risk of catching you at a bad time�in the future, let’s schedule a time to meet when you are expecting�me. Let’s compare calendars and find a time when I can visit with�you for about 20 minutes this week."�

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There are four things that could happen at this point. Three of them�are good. Now the odds are beginning to swing in my favor!�

Response 1:� The prospect will ask, "What do you want to meet with�me about?" This opens the door to have a short conversation! All of�a sudden the prospect has given you room to ask a few qualifying�questions and create some value. Be efficient and take advantage of�this opportunity!�

Response 2:� The prospect will agree to meet on a day and time�that works for both of you.�

Response 3:� The prospect will reaffirm that they don’t have time to�talk and request that you call them back on a future date to compare�calendars at that point. You have their attention, potentially some�interest, and have a warm follow-up call to make in the future!�

Response 4:� The prospect will reiterate that they are busy and have�neither the time, nor the interest in talking to you.�

Important Point:�Keep in mind this one came a�little too easy. You have an appointment, but you�still have questions. Is this a qualified prospect? Do�they have a need? Before considering it a solid�appointment, try to find out these answers and�remember that this appointment has a higher�likelihood of being a "no show."�

Let’s tie this all together.� We have taken the�most likely "undesirable" response and turned it in�our favor. That’s what I love about sales. You take�a challenge and turn it into an advantage!�

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Rule 6�Focus on the�

right activities.�

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The Effectiveness of Cold Calling...�On Foot?�

One of my readers once asked me...�

“So tell me Doyle, what do you think about cold canvassing /good old�fashioned door knocking businesses - I reckon there's nothing better�for building buyer relationships that last - I go out for 2 hours a day�in my local area promoting and its made me a lot of money - also any�hints and tips for improving - new strategies / thoughts for this style�of presentation?”�

Answer:� Let me start by saying… If it works for you, and you are�exceeding plan… then keep doing it. If you are good, it can be an�effective activity for those selling in certain industries.�

As for my daily activity, “cold canvassing” is not something I do very�often… maybe once or twice per year… to remind myself that the�following 3 principles are true:�

Principle One – Efficiency�

I don’t find cold calling on foot to be an efficient use of my time. If I�can drop-in on 10 prospects in two hours, I can do three times that�much on the phone… making around 30 phone calls in the same time�span. When I multiply that day-over-day-over-day, the phone and�my trusty CRM are going to give me the best long-term results.�

Principle Two – Productivity�

I’ve seen a lot of sales people fall into this trap. Being “on the road”�makes them feel productive and busy. Mixed in with all the�prospecting come stops at the Starbucks, Exxon, a quick run to the�post office and suddenly the day is gone with very little to show for it.�

Some reps use it as a justification for ending their day closer to�home. They will foot canvas on the side of their territory closest to�home and when they feel they have done enough… it’s tempting and�easy to call it a day.�

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Then there are those who decide it’s a great way to get familiar with�their territory. I see it differently. The best way to get familiar with�your territory is to set a ton of appointments… on the way in and out�of the building… look around and figure out who you are going to call�on next. That is a lot more efficient.�

Principle Three – Results�

I think this type of prospecting can be deceiving. Let’s say a new�person joins your sales team who employs this type of “cold calling�on foot” type of activity. If they are good, they will get some quick�turnaround deals, one call closes, short sales cycle, non-complex type�of stuff. Some managers will send big praises saying, “Look at what�this newbie is doing… been here for a week and got their first deal!”�The sales person gains confidence, and the borderline performers�think they should employ the same strategy.�

It results in smaller revenue generating deals, often around $500 to�$2,000 in yearly revenue per deal… give-or-take a few hundred�dollars. If your goal is anything over 200K, cold canvassing is not�likely to get you there. That's the trap. It sneaks up on you. You�look back at the end of the quarter and wonder, "What happened?�I've been so busy... working so hard... yet I'm not even close to�plan."�

Oh the irony of life… as I was writing this piece, the doorbell�rang. It was a young lady with her mother and sister… selling�Girl Scout Cookies. She asked me if I’d like to buy some.�“Absolutely!” I said, “I really like sales people.” You should�have seen the joy on her face. She said, “You are the first person�on this street who said yes…” to which I responded, “It’s the first�yes in a string of 4 or 5 more to come… keep going girl!”�

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Rule 7�The more, the more!�

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Pump Up the Volume!�

I once asked my readers:� “If you had to choose between quality vs.�volume, which one would you choose?”�

I would venture to guess that every one of us has been in this�conversation. Here are a couple of examples for how these opposing view�points would approach Lead Generation or Appointments.�

Lead Generation� (in a short sales cycle sales environment)�

Quality:� "I only want leads that are going to convert within the next 30 to�90 days."�

Volume:� "As long as they are qualified, I’ll take leads that that will convert�now or a year from now."�

Appointments�

Quality:� "I only attend appointments with prospects that I’ve diligently�pre-qualified."�

Volume:� "There is no such thing as a bad appointment. I get in front of as�many prospects as I can."�

Here are the results of the poll...�

After several weeks I shared my ideas on the subject...�

I’m a big believer in the concept of both… in other words I like to say that�"We need to work on ‘Quality Volume.’" That said, I have a strong point of�view as to which direction I would lean if I had to choose one.�

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If I have to lean one way or the other, I lean toward volume!�

I am in the minority on this one. Here are the reasons why.�

When I read through the two examples (listed in the previous post), I�choose the volume approach on both.�

Lead Generation� - As long as the leads are qualified, meaning… they�have an interest and a need… I’ll start working those leads whether�they are going to convert now, or a year from now.�

Appointments�- I want to get in front of as many prospects as�possible. If they are willing to meet with me, then they most likely�have some level of interest.�

In both cases, I always have a chance to close more deals when�talking to more people than not talking to them at all.�

Success Principle 1:� Train yourself to work at maximum volume.�The bigger your pipeline, the bigger your results!�

Sales people must have an ability to filter. That means working�through a lot of potential business and prioritizing opportunities that�will close now along with deals that will close in the future. A strong�pipeline is going to payoff now and it pays again later.�

Need Them Either Way� – If a deal closes now or in the future, I�need that deal either way. The advantage of having lots of prospects�is that I don’t get desperate with the ones that legitimately need�more time. I have plenty of other potential deals to push through�now, and I am building a list of prospects who will buy in the future.�

Sometimes They Come Back� – When I’m working on volume, I will�lose a lot of deals in the process. That’s ok… because sometimes�they come back. We all have prospects that call out of the blue and�unexpectedly say, “Can you please bring the paperwork… we are�ready to sign!” The more people I have met with, the more potential�surprise call backs.�

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New Products and Offers� – There will be times during the year�when your company comes up with a new product or offer. Sales�reps who have the biggest pipeline have a strong foundation to start�from. It is much better to call on prospects you already know and�say, “Guess what… I have the solution you were looking for!”�

Success Principle 2:� The more prospects you face, the better you�get!�

Volume Develops Quality�- In most cases, a sales person’s closing�ratio is the same… whether you have 100 prospects or 50 prospects.�If you are closing at 30 percent the difference is staggering. Think of�it this way. If a sales person can’t get in front of prospects, that is a�bad place to be. On the other hand, if a sales person can get in front�of a lot of people, then we have a foundation to work from. I would�much rather work on improving the quality of my work rather than�figuring out how to build up quantity. The best way to improve on�quality is to get more practice. The more prospects you face, the�better you get!�

Volume Builds Momentum� – Find a sales team who has a lot of�activity and you’ll find a team with the power to build tremendous�momentum. This team has great confidence, high morale, and puts�up huge numbers!�

Work for maximum volume. Develop a filter to turn�that volume into quality. The ultimate goal is to end�up with both. I like to call it quality volume. There�is nothing like volume when you are closing deals.�There is nothing like quality when you are building�life-long clients!�

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Rule 8�Your pipeline is�

your lifeline.�

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Want Long-Term Success?�Build Your Pipeline!�

Most sales are not made on the first call. Often it takes six or seven�attempts to even get your foot in the door. The key to sales success�is in the follow-up! The best sales professionals master the art of�managing their leads through a Customer Relationship Management�(CRM) system. Many sales reps will tell you that they are organized�and that they have "their own" system, but look at their work-space�and you’ll find that they have paper lists and sticky notes spread all�across their desk! You are laughing because you know exactly who�I'm talking about.�

Even worse, there are those who have a database, filled with leads,�and they think to themselves, "Hmm, today I’m calling all my no-con-�tacts, or my shoppers, or maybe my past appointments." Day after�day, they spend hours calling and sorting through lead statuses hop-�ing to find the needle in the haystack.�

How many times do you see a new teammate come in and find quick�early wins in the first three to six months, and then suddenly fall off�the map in discouragement? All too often, and it is misdiagnosed as�"the honeymoon period is over," or "the excitement of the new job�has worn off."�

The manager keeps asking, "How many calls have you made today?"�…and sales person responds with "I’ve been blitzing all day and have�made 40, 60, 80, 100 calls!" Although blitzing off lists feels produc-�tive, it’s an illusion. I equate it to jumping in your car and looking for�new opportunities by driving around the same city block over and�over again. Do you see what I mean by short-term success?�

Now, I’m not saying that you should never blitz your lead base. There�are three instances where you should engage in blitzing strategies.�

a. When you are playing "short-term" catch-up on those�rare occasions where you’ve fallen behind on your sched-�uled actions:�

Most sales people struggle with Time Management. It becomes�especially difficult when you get on a roll and you are closing a�lot of deals back-to-back-to-back. This is one of the most im-�portant periods in a sales pipeline management “cycle.”�

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Good pipelines often build up like a roller coaster ascending to a�peak and then bam the deals start rolling in fast and furious and�you are doing everything in your power just to keep up! It is�exhilarating until you realize the ride has run its course and you�have to start rebuilding again.�

Great pipelines are always full. The best way to keep your pipe-�line overflowing is to ensure you keep up with your daily sched-�uled actions. Always make time for short-term catch-up… even�when you are on a roll… a little blitz block can get you back on�track.�

b. When your daily scheduled actions list is so small, that�you are trying to build a future pipeline:�

Too often you hear reps say that they are not getting enough�leads, or they complain about having a bad territory. In most�cases, the reality is a weak pipeline. Some sales reps are lucky�to have a corporate strategy that generates warm leads. In this�scenario, each rep has new leads assigned to them on a daily or�weekly basis… but, most sales reps have to generate their own�leads.�

In either case, the key to successful pipeline building comes in�the process of adding new leads to your CRM every single day.�Although each sales job is different, a solid goal example would�be to build your database up between 150 and 300 new pros-�pects per year. This size lead base would allow you to have a�minimum of 20 daily scheduled actions in your CRM.�

If you don’t have that many scheduled follow-up calls in your�pipeline, you know it’s time to start blitzing. Always blitz with�one goal in mind… “I’m looking for new leads to add to my pipe-�line.” Rookies who are building their pipeline from scratch�should be shooting for seven to ten new leads to add to their�CRM everyday. Veterans who have an established database�should strive to add at least three to five new leads to their da-�tabase each day. Within a few months of following this disci-�plined approach, you’ll have a pipeline that is overflowing with�opportunity!�

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c. When your sales team is blitzing as a team activity or�competition for the day:�

Sometimes management will see a lull in activity and turn to�blitzing as a means of getting a team moving again. Managers�will try to create some excitement and spin it as a fun business�building activity… while most of the reps are thinking, “Oh my…�here we go again… I hate these.”�

Superstars who live by the two previously mentioned techniques�will rarely get excited about team blitzing because high activity�levels are already a part of their daily routine. Maintaining per-�spective is very important in this instance. Be a leader and do�what is best for the team. Lead by example, be a team player,�and be a catalyst for success!�

Always remember, your pipeline determines your success. The next�time you self-evaluate, ask yourself three questions. How strong is�my pipeline? How many leads do I have in my database? How many�daily scheduled actions do I have in my CRM?�

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Rule 9�Leave�

single-mindedness�behind.�

25�


Train Your Brain to Think “And”�

Sometimes new sales reps will ask their managers "this or that"�questions to determine what activities are most important in their job.�You may also hear these questions coming from veterans who are�struggling to achieve their goals. They are very important questions�because they open the lines of communication and create teaching�opportunities for developing your people. Here are some examples of�these "or" type questions.�

Question:� "Is it more important that I hit this goal or that goal?"�Answer:� "You need to hit all of your goals."�

Question:� "Is it more important that I hit my personal goals or that we�hit our team goals?"�Answer:� "We need to accomplish both."�

Question:� "Should I focus on quantity or quality?"�Answer:� "Let’s build your skill-sets so they’re not mutually excusive…�you can to both!"�

Question:� "What is more important… number of dials or actual�contacts?"�Answer:� "Both!"�

Question:�"Should I spend more time managing my database, or�working to meet my goals?"�Answer:� "Managing your database effectively will help you not only�meet your goals, it will help you BLOW OUT your goals!"�

Question:� "Do you want me to go for the quick sale or build a long-�term relationship?�Answer:� "Let’s do both!"�

Success Principle:�

“Train your brain to replace ‘or’ with ‘and’�to create top performance! -Doyle Slayton�

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Let's add some perspective by relating it to an everyday�conversation. Here's an example of the same question for someone�who is looking to shed a few pounds.�

Question:� "I am trying to lose weight. Is more important for me to�eat right or exercise?"�Answer:� "You guessed it… it’s both!"�

The next time you are faced with one of these questions… take it up a�notch and ask, "What will it take for me to accomplish this goal�"AND" that goal?"�

As a manager, you are not off the hook. If your people are asking�these types of questions, it means you have some work to do. It is a�part of your team culture, and you represent the core of how the�team thinks, behaves, and performs.�

Create a belief system for your career and your business that builds�on this "and" mentality. Get to the point where these questions are�no longer a part of the conversation. Decide what you want to�accomplish. Build a plan. Make it happen!�

WARNING:� Do not apply this philosophy at the dinner table! OK…�maybe once a week you can indulge. (Smile)�

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Rule 10�Cold-calling trumps�

Networking.�

28�


Networking for Results�

As you have probably noticed, I love doing Q & A discussions�with my readers! Another one that got a lot of discussion was�called Cold Calling vs. Networking. I asked everyone for an�opinion on which sales professional would produce the biggest�results… the one focused on cold calling or the one focused on�networking. After several weeks of letting it soak in, I’m ready�to share my opinion!�

As was the case with�The Great Debate: Quality vs. Volume�,�once again, I’m in the minority (see�Pump Up the Volume�). I�don't find networking to be an effective way for "sales" profes-�sionals to exceed their goals. For that reason, I almost never�attend networking events. On the rare occasion when I do, I’m�normally there to support the person or the friend of the person�who is hosting the event.�

Don’t get me wrong, I’ve met a lot of nice people and built some�good friendships at networking events, but when I’m looking for�results… when I’m looking to exceed quota… I get on the phone!�Cold calling and pipeline management… that’s the key to sales�success!�

If I’m going to meet new people at a networking event, I’m�looking for people who are big thinkers. Maybe I’ll meet some-�one who I can collaborate with at some point in the future… But�let’s be clear… At this point, I don’t want to sell them anything,�and I’m not in the buying mood. Lastly, I’m not looking for an�opportunity to get together for coffee. No offense, but I don’t�have time for that. The truth is… I don’t drink coffee (smile).�

There is another very important fact that has shaped my disbe-�lief in networking. Almost every team I have worked with has�members who are attracted to the networking scene. None of�those individuals were ever outstanding producers. Most of�them struggled to even meet expectations.�

Then I think to myself… wait a minute. Just because I’ve never�seen it, doesn’t mean it doesn’t exist. Maybe networking can�produce big results. I just haven’t ever believed in it enough to�get anything out of it. In other words, if I treated my cold calls�with the same apathy as I treat networking events, then my�

http://salesblogcast.com/2008/11/16/the-great-debate-quality-vs-volume/

http://salesblogcast.com/2008/12/22/pump-up-the-volume/

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phone work wouldn’t produce many results either… right?�

I guess what I’m saying is… I’m keeping an open mind. If I'm ever�going to promote networking as a successful activity for sales people,�I need to find a step-by-step process or methodology for turning�networking into results.�

30�


Rule 11�Master the art of�

uncovering needs.�

31�


Give Your Prospects a High Five!�

The next time you go into a corporate appointment, give it a try. You�high five a decision maker by talking to them about...�

1. Current Initiatives� - "Tell me about your current initiatives�regarding..."�

2. Goals & Measurements� - "What are the most important goals and�measurements that you need to exceed to achieve success?"�

3. What’s working?� - "Based on what you are currently doing... what�seems to be working the best?"�

4. Challenges� - "What are you struggling with the most? ...what's not�working?"�

5. Apply Features & Benefits� - At this point you can begin to tie in�the features, benefits, and solutions that your company or product can�offer.�

One of the most important keys to this 5 step process, is that you are�taking your time with each step... probing for further information and�clarification. You must be patient, and resist the urge to start offering�solutions and pitching your services. Take notes and have a goal to�develop the conversation until you have a minimum of 3-5 "target�points" that fit into your product offering. Once you have those targets,�you can proceed with statements and questions like, "This has been a�great conversation... and I have some ideas. Maybe you and I could�come up with some solutions that would help with (state your "target�points"). Would you be willing to discuss some ideas and work together�on creating some solutions?"�

I often hear sales people talk about how�much they like creating opportunities�during face-to-face meetings. Here's a�technique I use during corporate�appointment. I call it the "High Five!"�

32�


Wait for the big "YES"... and begin to tie in the appropriate products,�services, features, benefits, etc. to the most applicable "target�points!"�

Best Practices:�

Focus the Client's Goals -� Go into every meeting thinking about�how you can truly make an impact and help the client be successful.�

Let the Client Do the Talking -� Make the conversation about their�message, not yours. An ideal appointment with a decision maker has�you talking mostly about the decision maker's goals and initiatives,�and very little about "your company."�

Reflect and Clarify -� Reflect their message back before beginning�your response. An example of this would be, "so what I'm hearing�you say is... (reflect & clarify)." It shows the speaker that you are�actually listening and taking note the things that are most important�to them.�

Use Your Probing Skills -�Do not monopolize, or dominate the�discussion. When you are asking questions, you maintain control of�yourself, while maintaining control of the conversation. The better�your questions, the better the conversation will go, and the less�chance of you dominating the conversation.�

You've got it... that's the High Five! Your prospects are�waiting... Go get 'em!�

33�


Rule 12�Be a hardcore closer�without being pushy�or unprofessional.�

34�


These Leads Are For Closers!�

What are the characteristics of a great closer?�

C�onfidence� – Closers have incredible confidence in themselves and in their�product. They believe there is no company they can’t crack… no deal they can’t�make. There’s no doubt they are offering the right solution at the right price.�They know how to create an environment where the customer knows it’s time to�buy.�

L�everage� – Closers know how to create value by asking the right questions,�uncovering the most pressing needs, and creating urgency to buy now. They�have positioned themselves intelligently and leverage everything they’ve learned�about the client’s motivation, challenges, and budget. They apply just the right�amount of pressure, at just the right time, to make the deal happen.�

O�pportunity� – Closers can see the deal from a mile away. They know how�to paint a picture and create a win-win opportunity. They spend their time�wisely, with the clients that are most likely to buy.�

S�trategy�– Closers are like chess players. They have the skill and the talent�to think three to four moves ahead. Each action builds upon the last... and�keenly sets up the next move. They have been executing their strategy right�from the start. Everything they say and everything they do has a very specific�purpose.�

E�xpertise� – Some people have told me this isn’t important. I disagree. The�best-of-the-best build their expertise. Closers understand the problem, the�solution, and the deal… backwards and forwards. Nothing throws them off. Let�me put it in perspective. Put two closers head-to-head with the same exact�closing skill… the only difference is that one is more of an expert than the other…�who wins?�

R�elentless� – Closers are relentless. They are oblivious to stall tactics and�unsubstantiated rejection. They build a huge pipeline, with multiple deals�waiting to be made… so there is never a sense of panic or desperation. With�high integrity and class, they do whatever it takes to make great things happen!�

35�


Rule 13�Sell to your prospects�

the way�they� like�to be sold.�

36�


Just Sell Me!�

Lately it seems like the most common approach I have been seeing�and hearing about comes in some form of the soft-sell. Why is that?�Well, I think it’s because everyone is worried about being that pushy�sales person who turns people off the minute they start talking. You�know that person… the one who sees you as a number rather than a�"human being."�

I think it’s the same reason people use other job titles, like account�executive and account manager, rather than putting the word�SALES�PROFESSIONAL� in big bold letters on their business card. It’s all�about relationships, and selling takes time… right?�

Well, "yes"… and "not necessarily." Sometimes you just have to go�for it! It’s about using good judgment and good taste… and knowing�where the line is… to ensure you don’t cross it.�

If you are charismatic, highly-skilled, and have the ability to read�people, you can be a "hard-core" sales person who is all about the�numbers, AND at the same time, cares about people AND cares about�matching a high quality solution to the client’s needs.�

I was talking to a buddy of mine today, and we got to laughing when�I told him, "You know what? When I’m the consumer, I don’t think�the soft-sell works on me. I want the sales person to get straight to�the point and� just sell me!�" If I like the opportunity, I’ll ask�questions and look for the sales person to provide me with their�expertise and recommendations. The more excited they get me�about buying… the more I like the sales rep… the more I want to buy�from them!�

So here’s my point. People who are teaching us to ONLY take the�soft-sell approach are basing their advice on their own personal�preference. This is what they like… it’s comfortable for them… and�guess what… that’s OK… when they are the buyer… not the seller!�Our greatest success will come with the ability to be flexible, and�approach each client the way they like to be sold. There are those�who like the soft approach, those who want you to get straight to the�point, and those who fall somewhere in the middle.�

37�


Rule 14�You’ve got to�

have a scoreboard!�

38�


What’s the Score?�

Scoreboards and stack rankings are the name of the game. They let�you know whether you are winning or losing. They put you in a�position to make adjustments and achieve desired results.�

Top Gun� – Having a visible scoreboard brings out the best in your�top performers. They have a mentality of, "I want to know who’s�winning… I want to know who’s got game… I want to be victorious…�In fact… I don’t care about just winning… I want to dominate!"�

Important Note:� The greatest performers actually want everyone�on the team to be successful… it’s just that they want to be the best-�of-the-best-of-the-best!�

When big numbers go up, it gives everyone an opportunity to see�what’s possible!�

Beat Your Own Best� – I like keeping scoreboards in an Excel file�with each month tracked on a separate worksheet. It allows me to�look back at a month-over-month historical view of performance. I�can track individual and team performance for consistency,�improvement, and recurring trends. It provides us with benchmarks�for what it will take to beat best performances from one month to the�next… and gives us the ability to compare the same time frame year-�over-year.�

Coaching Tool� – If I were only allowed one tool to track and coach�for sales performance, it would be a carefully crafted scoreboard.�The right measurements drive important discussions, feedback, and�decisions. You can shape behaviors by rewarding results within the�most important measurements.�

Of course there will be situations where you have team members who�are struggling. A scoreboard allows them no place to hide. It is a�reality check. Although the numbers are public, leaders must handle�these individual conversations behind closed doors.�

39�


Projections� – Become a master of the scoreboard, and you’ll be an�expert in knowing your business. You know you’re getting good�when your projections are right on target. It allows you to keep your�finger on the pulse, plan ahead, and avoid surprises.�

Let’s be up front on this one. Many sales people can be overly�optimistic and give unrealistic projections. A manager who�understands the scoreboard inside and out will quickly be able to tell�whether or not the "numbers jive."�

Team Goals� – Create an environment where the scoreboard is not�only about individual performance, but also about team performance.�Develop a mentality that thrives on a unified effort to accomplish�organizational goals. Many people will actually fight longer for the�good of the team than they will for their own individual performance.�

BEST PRACTICES:�

Accuracy is Critical�– Make sure the scoreboard is accurate. This is�a non-negotiable. You never want to be in a team or individual�meeting where you are providing coaching and direction on numbers�that are off the mark.�

Choose the Right Measurements�- This may take some time.�Start with a core set of four or five measurements that you know�have a direct impact on success. You can build slowly from here.�Although you want to create consistency, don't be afraid to change�measurements that are not working.�

It’s Not a Huddle Thing� – Don’t put your team in a position to�huddle up and individually walk up and write numbers on the board.�It is a waste of time and it doesn’t take long for your team to get�board with this ritual. Have a designated manager or preferably an�administrative assistant that broadcasts the updates for everyone to�access.�

40�


It’s a Daily Thing� – The scoreboard should be updated and sent out�daily. Create an environment where you expect to see the numbers�go up every single day. The longer you wait between updates, the�more room you allow for your business to run at a slower pace.�

Work Ahead�– Ensure that the scoreboard represents more than just�the current month. I recommend measurements that apply to a�minimum of two to three months ahead. This positions you and your�team to enter each new month with business already on the board!�

41�


Rule 15�If you are going�to win, Win BIG!�

42�


7 Essentials for�MASSIVE Sales Success!�

M�ind:�We all know that we produce great results when our thinking is in the�right place. It isn’t hard to see when things are "headed" south. Flip-it-up and�keep your head in the game!�

A�ction:�Some people like to "think on things." Mull it over before getting�started. It’s the top-producers that get moving quickly. Champions master the�art of thinking while in motion. Sure… some mistakes will happen in the�beginning, but in time, it becomes an inevitable force of forward progress!�

S�trategy:�When our mind is in the right place, and we are moving ahead�with positive forward action, we quickly begin to understand what works and�what doesn’t. Combine the things that work with the right resources and build a�plan to keep everyone on track.�

S�eason:�Develop a belief that you are always "in season." While others base�their success on the time of year, you come up with reasons why you can be�successful year round. Use your strategic plan to stay ahead, and find yourself at�the top month after month… year over year. Remember, your future success�depends on what you are doing right now!�

I�ntentional:�Everything you do is for a purpose. As you think through your�daily activities, your sales process, your follow-up strategies, recognize reasons�for why you do it "that way." You will create principles for success that will shape�your behaviors and decisions for life.�

V�igorous:�So much of our success comes from an ability to remain strong�through adversity. Ironically, it is also important to remain strong through our�victories. In other words, don’t lose focus just because you are winning. Impose�your will and achieve your goals.�

E�ndurance:�True greatness is the ability to succeed over a long period of�time. Durability comes with the strength to overcome pain and fatigue. When�other people think that your success is temporary… Show them that your�MASSIVE success is permanent!�

43�


Thank Your For Being a Part of my�

15 Rules�for�

Becoming a�Top Producer!�

I sincerely hope you enjoyed the book. You�are invited to be a regular visitor on my web�site at�SalesBlogcast.com�. Become a subscrib-�er, contribute to our Sales & Leadership com-�munity, and in all that you do... strive for�excellence!�

Remember to Join our�Linked In Group�

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44�


About the Author�

Doyle Slayton is an internationally recognized Sales and Leadership�Strategist, Speaker, and Blogger. He is the founder of�SalesBlogcast.com�,�the online community where business professionals network, share best-�practices, and make each other better!�

Some of Doyle’s most popular writings include,�Four Disciplines of�Extraordinary Leaders�,�10 Things I Love About Cold Calling�,�Trust and�Credibility�,�Social Web Your Career to the Next Level�, and many more!�

Doyle began his career in sports broadcasting where he did play-by-play on�the radio for various high school and college teams. He had to sell�advertising to get his games on the radio. It was then when he realized he�was born to sell!�

Throughout his career, Doyle has consistently achieved the #1 ranking�among all producers in the company. In addition, he has held Director level�positions where he has led teams upwards of 25 sales reps. He coached his�managers and his staff to consistently rank among the top teams in the�country.�

Doyle has developed numerous business opportunities and established�corporate partnerships with organizations like Southwest Airlines, CitiGroup,�ACS, Alliance Data Systems, NEC, Capital One, Xerox, Haggar, Fossil, City of�Dallas, Internal Revenue Service, FedEx, Trailblazer, Medical City, SBC, AT&T,�and many more!�

Doyle received his Bachelor’s from Baylor University and his Master’s from�Syracuse University.�



http://salesblogcast.com/2008/03/19/four-disciplines-of-extraordinary-leaders/

http://salesblogcast.com/2008/10/26/10-things-i-love-about-cold-calling/

http://salesblogcast.com/2008/08/01/trust-and-credibility/

http://salesblogcast.com/2008/10/12/social-web-your-career-to-the-next-level/

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