The Sales Bible

Prepared by Colin Post - see my blog at www.expat-chronicles.com

The Sales Bibleby Jeffrey Gitomer

•“Every once in a while, ONE book defines a category,” – Jack Covert•Featured on PersonalMBA.com’s

Recommended Reading list


Slideshow put together by:

Colin [email protected] development and e-marketing campaignsImport / export management for US-South AmericaInmersiones ingleses en CundinamarcaFreelance writingwww.expat-chronicles.com

I hope Gitomer approves. Buy his book.

http://www.expat-chronicles.com/


Why is a salesperson the most important person in the world of

business?Nothing happens until

someone sells something.

* A sale is always made – either you sell the customer on YES or he sells you on NO.


The Rules1. Say it in terms of what the customer wants,

needs, and understands … Not in terms of what you’ve got to offer.

2. Gather personal information.3. Build friendships, a relationship shield that no

competitor can pierce.4. Establish common ground … golf, kids, etc.5. Have fun and be funny … If you can make your

prospects laugh, you can make them buy.6. Never get caught selling … Don’t sound like a

salesperson.


New Economy Strategies (selected)

1. Guard customers with your life.2. It’s the relationship – not the price.3. Eliminate anything that isn’t BEST in class.4. Network more than anyone, ever.5. Make decisions based on what you want to become.6. Study attitude – and no whining.7. Create a real (and perceived) difference between competition.8. Study creativity – WOW!9. Learn the joy of rejection.10. Repeat aloud your goals twice a day.11. Bet on yourself – Invest in your mental self. ATTITUDE


Post-It Note your way to success

• Write down big and small goals on Post-It notes• Stick to bathroom mirror• You HAVE TO repeat them aloud every time you

look at them.– Doubles the affirmation

Seeing the note every day makes you think about acting on it every day.


Rules for Sales Success, pt 1

• Establish a positive attitude – believe in yourself.• Set & achieve short- and long-term goals.• Learn & execute the fundamentals of sales.• Understand customer & his needs – sell to help.• Establish long-term relationships.• Believe in your product.• Qualify the buyer.• Be on time and look professional• Establish rapport and buyer confidence• Use humor• Master total knowledge of your product• Sell benefits, not features – in customer’s terms.


• Tell the truth, keep promises.• Don’t down the competition.• Use testimonials.• Listen for buying signals.• Anticipate objections – rehearse answers.• Get down to real objection, answer it.• ASK FOR THE SALE.• After asking a closing question, SHUT UP.• If no sale, make appointment to return.• Follow up, follow up, follow up.• Redefine rejection.• Harness the power of persistence.• Find success formula through numbers

Rules for Sales Success, pt 2


Sales Success Formula: AHA!

A: AttitudeH: HumorA: Action

• Attitude – positive attitude is a daily commitment• Humor – makes others look forward to talking to

you• Action – or nothing happens


Reasons for Attitude Failure• Watching / reading the news every day• Saying you’ve had a bad day, all day• Saying your job is a drag• Getting angry for an hour or more• Talking to negative people• Blaming others• Telling others when something goes wrong• Bringing personal problems to work


• “That guy’s a born salesman.”

– BULLSHIT! That is one of the biggest fallacies in sales. Selling is a science. An acquired skill. The salesperson you thought was born to sell painstakingly developed the traits and characteristics to do so, then went about learning and applying the science of selling.


Personal Inventory - ATTITUDE1. I’ve set my goals in writing.2. I have good self-discipline.3. I am self-motivated.4. I want to be more knowledgeable.5. I want to build relationships.6. I am self-confident.7. I like myself.8. I love people.9. I love a challenge, and I love to win.10. I can accept rejection with a positive attitude.11. I can handle the details.12. I am loyal.13. I am enthusiastic.14. I am observant and perceptive.15. I am a good listener.16. I am a skillful communicator.17. I am a hard worker.18. I want to be financially secure.19. I am persistent.


How the Customer Wants to be Treated• Just give me the facts – no long spiel.• Tell me the truth; don’t use the word ‘honestly’.• Give me a good reason why this product is perfect for me.• Show me proof – stats, testimonials, etc.• Tell me about someone in a similar situation as me.• Tell me and show me the price is fair.• Show me the best way to pay.• Reinforce my choice, make me feel confident.• Don’t argue with me, even if I’m wrong.• Don’t confuse me. The more complicated, the less likely I am to buy.• Don’t tell me negative things about anything.• Don’t talk down to me.• Listen to me when I talk.• Make me feel special and make me laugh.• Take an interest in what I do, be sincere.• Don’t use time-worn sales techniques. Be a friend.


The Elusive Hot Button

• Ask questions about status and situation – where he vacationed, where his kid goes to college, how business is performing.

• Ask questions about issues of pride – biggest success, biggest goal.

• Ask questions about personal interests – hobbies, free time, sports.

• Ask what he’d do if he didn’t have to work.• Ask goal-related questions – career, company, etc.• Look at everything in the office for something

outstanding. Awards, pictures, etc.


Listening for the Hot Button• Listen to the 1st thing said or alluded to – it’s

foremost in his mind.• Listen for the tone of 1st responses – depicts urgency

or importance.• Listen for immediate, emphatic responses. Knee-jerk

reactions are hot subjects.• Listen for a long, drawn-out explanation or story – if

told in detail, it’s hot.• Listen to repeated statements – repetition indicates

it’s at the front of the mind.• Look for emotional responses.


Push the Hot Button• Ask questions about importance or significance

– How will that impact you?• Ask questions about the area you think is hot –

take notes on what has generated heat.• Ask questions in a subtle way – offer solutions

for the hot button.• Don’t be afraid to bring up the hot button

throughout the presentation.• Use “If I (offer solution) …, would you (commit /

buy) … ?” – hit the hot button with solution.


Hot Button Caution

• The hot button is sometimes a very sensitive issue.

• The hot button is elusive – the hot button, as a bridge to the sale, is a prize you can win if you listen with care.

• The hot button is an elevator – it goes all the way to the top floor (the sale) only if you push the button.


People don’t like to be sold – but they love to buy.

The old business adage: “All things being equal, people want to do business with their friends. And all things NOT being so equal, people STILL want to do business with their friends.”


Ideas to boost business from current customers:

• Sell them something new – immersions.• Sell them an upgrade or enhancement.• Sell them more of the same in a different place.• Sell them additional products and services.• Get your customers to meet you for lunch.• Get them to give you one referral a month.• Give them one referral a month.

Your best new prospects are your present customers.


Easiest way to sell: Top-Down Selling

1. Get ready for your one shot:– Have a written game plan– Be totally prepared w/ pitch, concept, samples– Identify leader by name and get as much info as possible

2. Use the right tactics:– Ask for help, get secretary’s name and use it– Polite but firm, professional, and persistent– Get all personal info possible

3. When you get him on the phone, shoot quickly:– Have your opening line ready and get to the point– Make it COMPELLING, ask for no more than 5 minutes– Have five (5) comebacks ready if you’re rebuffed

4. Make your 5-minute meeting the best ever:– Have a proposal in writing ready– Have notes on everything you want to cover– Have a list of anticipated questions and answers– Have samples and something to demonstrate– Have credibility builders

4-Step Plan to contact and score a CEO appointment


“If you can get the prospect to laugh, you can get him to buy.”

• Humor is one of the most important communication strengths needed to master in the selling process.

• Nothing builds rapport faster than humor.

When you’re on sales calls and prospects tell you no, start thanking them. Tell them that by saying no, they’re helping you get one step closer to yes. Tell them how much you appreciate it. Tell them it takes you five no’s to get one yes and you still need three more no’s. Ask them if they know anyone else who might not be interested, so that you can get the three more no’s before someone says yes.


The WOW Factor

The WOW factor is what separates you from everyone.

If you don’t WOW ‘em, it’s likely you won’t sell ‘em.


10 Components of WOW1. Be totally persistent – “No” is a challenge2. Be totally knowledgeable about prospect3. Be totally prepared – presentation, tools, etc.4. Be 10 minutes early5. Be totally professional – clothing, cards, etc.6. Get to the point quickly – 5 minutes, then listen7. Totally separate yourself from the competition8. Be totally confident in speaking and acting9. Don’t be afraid to use sales tactics – get tie-downs,

approvals, commitments, next steps.10. Be WOW yourself – positive, polished, enthusiastic.


Separate Yourself / Be Memorable

• How memorable are you?– Do something that says, “I took the time to get to

know you AND I’m acknowledging my appreciation for your business.”

• Spend money on business cards, differentiate them.

• No Gmail email addresses. Invest in a website.


Questioning: The Most Important Skill• The proper questions will make the prospect

tell you everything you need to sell him or her.• The most effective sales call is 25%

questioning / talking and 75% listening.• Questions are to sales as breath is to life.• Do you have 10 or 12 different closing

questions written down to rehearse and use as the occasion arises?– (If not, make a list now)


Types / Styles of Good Sales Questions

• Require productive thinking that puts prospect on the path toward your product / service

• Force the prospect to evaluate new information / concepts• Make you seem more knowledgeable than competitors

(separate yourself)• Make them share things they are proud of• Provide a tie-down answer that move closer to the close (don’t

you, isn’t it, shouldn’t you)• Relate directly to the prospect’s business / situation / objectives• Draw information about how product / service will be used /

expectations• Create an atmosphere positive and conducive to sale• CLOSE!

Ask questions that:


3-Stage Question Set-Up1. Make an inarguable factual statement.2. Make a personal observation that reflects your

experience and establishes credibility.3. Ask an open-ended question that incorporates

the 1st two stages.

Example: (1) You know, Mr. Jones, sales staffs rarely meet the sales goals and quotas set for them by their boss or manager. (2) My experience has shown me that when there is a lack of training there is often poor staff attitude and an absence of goal-setting and goal-achievement skills. Interestingly the staff tends to blame their inability to sell on other things and other people rather than take the responsibility themselves. (Now, and only now, is it time to drop the question): (3) How are you ensuring that your sales reps meet their goals and maintain a positive attitude?


Close a Sale in 5 Questions• Identify the prospect’s real needs and harmonize

with his concerns.Sequence Template:

1. How do you choose your products? - [Power Question lead-in]

2. How do you define [feature]?3. What makes [feature] important to you?

- Key here is to find out what is important and why

4. If I [deliver on feature], would you [commit]?5. When can we begin / when is your next project?

- Key is to pin prospect down on date, time, or quantity to start doing business. Pin him down.


Power Question Lead-Ins• What do you look for … ?• What have you found … ?• How do you propose … ?• What has been your experience … ?• How have you successfully used … ?• How do you determine … ?• Why is that a deciding factor … ?• What makes you choose … ?• What do you like about … ?• What is one thing you would improve … ?• What would you change about … ?

– NOT ‘What don’t you like about … ?’• Are there other factors … ?• What does your competitor do about … ?• How do your customers react to … ?

Make list of 15 – 25 questions that uncover needs. Then make a list of 15 – 25 more questions that create prospect commitment.


Power Statements• “Power statements make your product or

service outstanding, credible, understandable, and buyable.”

• Power statements:– Are nontraditional– Use an energetic group of words– Persuade and motivate to ACT– Relates product in terms of benefits to prospect– Give a reason to buy– Are memorable opening lines– Generate interest and get appointmentsCreate Power Statements for your brand. See examples on pages 90 – 92


30-second Personal Commercial

• States who you are• States who your company is• Creatively tells what you do• Asks one or a series of Power Questions• Makes a Power Statement that shows how

you help others• Ends with why the prospect should act now


Personal Commercial Delivery Rules1. Be brief and to the point: 30 – 60 sec.2. Be remembered – stay in the prospect’s mind.3. Be prepared – rehearsed, practiced and polished.4. Have Power Questions and Statements ready.5. Get needed info by probing first.6. Show how you solve problems in customer’s terms.7. Pin the prospect down to the next action.8. Have fun and move on.

IMPORTANT: Don’t say any words that aren’t integral to your commercial, or not in customer’s terms.


Rules for Handling Referrals• Go slow – don’t appear anxious.• Arrange a 3-way meeting – having the referrer

present inspires trust.• You don’t have to sell at 1st meeting – the less selling

you do in this situation, the more credible you appear.

• Don’t send too much info via mail / email.• Follow up with a personal note within 24 hours.• Write your customer / referrer a note of thanks.• OverdeliverThe referral is the easiest prospect in the world to sell … Professionals who get

100% of their business from referrals aren’t capable of making sales calls and rely on the fall-in-your-lap method of selling.


On Cold-Calling

• Do they listen to your pitch with a friendly ear, or pitch you out on your rear?

• Are you a sales professional or a professional visitor?

• If you can’t open, you can’t close.


Getting the Decision Maker

• The key to getting the decision-maker in cold calls is to make an indirect and nonassertive request for information only.

• Ask double-confirming questions, “So you’re the person who decides on computers?”

• Be gentle but persistent until you get the name.• “Hi, my name is [1st name only] and I was wondering

if you could help me. [Everyone wants to help.] I want to leave some information about [my product/service]. Who decides on that type of thing?”


Opening is as Important as Closing• Your delivery, sincerity, and creativity set the tone

for the rest of the conversation.• The faster you get to the point, the better.• Opening lines on a face-to-face cold call:– Can you help me?

• “by far the most effective way to begin a conversation”

– I’d like to leave (or mail) a brochure about (type of product/service). Who should I leave it for?

– I’d like to leave some information for the person who decides about (product/service). Who would that be?• “bit more pushy, but actually seems to work better”


The Cold Call is fun if you think it is1. Be exceptionally well-prepared.2. Don’t apologize for anything – never say “I’m sorry

to interrupt”3. How you deliver your 1st line determines your

success.4. Don’t pay attention to reluctance or fear.5. Not everyone you call is a sale. Be prepared for

rejection.6. Learn from those who tell you no – find out what

caused them to not be interested.7. Practice, practice, practice.8. HAVE FUN!


Power Questions (again)

• Power Questions:– Make the prospect think.– Let the prospect know you understand his or her

business.– Make a prospect answer in a way that reveals info

that leads to qualification, appointment, or sale.– Are OPEN-ENDED questions.


Power Statements (again)

• Power Statements:– Make a prospect think.– Build your credibility.– Are nontraditional (non-boring) statements that

describe what you do and how you do it.– State what you do in terms of what your prospect

needs.– Is MEMORABLE.


Cold-Calling Guidelines• Opening lines / impressions are important: be smooth and sincere.• After the opener, make the prospect think with Power Questions &

Statements.• Get to the point FAST.• If asked for a price, give it immediately.• Determine needs.• Be prepared for resistance.• They’ll buy to solve a business problem or satisfy a need.• Focus on negative prevention – get them to share dissatisfactions &

discontent.• Gain buyer confidence: testimonials, references, etc.• Attitude, humor, action, and persistence will whip fears.• Set goals: calls / day, appointments / day, etc.• Visualize it happening; seeing is believing.


Checklist for establishing buyer confidence• Was I on time?• Was I prepared and organized?• Could I answer all product questions?• Did I make excuses or blame others?• Was I apologizing?• Did the prospect ask questions about my company?• Did the prospect ask doubting questions about my product?• Did the prospect ask doubting questions about me?• Did I name drop other happy, loyal customers effectively?• Did I feel as though I were on the defensive?• Could I overcome all objections confidently?• Did I down the competition?• Was my prospect uninvolved in the presentation?• Was I too anxious to make the sale?When the prospect says “NO,” it’s most likely a vote of “no confidence.”


Establishing Buyer Confidence• Be completely prepared.• Involve prospects early in presentation.• Have something in writing.• Tell a story of how you helped another customer.• Use a referral source if possible.• Drop names of larger customers or the buyer’s competitors.

(be careful w/ this though)• Have a printed list of satisfied customers.• Have a notebook of testimonials.• Don’t bombard the prospect.• Emphasize service after the sale.• Emphasize long-term relationships.• Sell to help, not for commissions.• Ask the right questions.


Group Sales

• Dramatically different than one-on-one• Introduce yourself to everyone and learn their names.• Get info about the group in advance.• Find the power person, and the problem person.• Uncover all objections by asking questions early.• Anticipate objections and answer them in presentation.• Get interaction early, and get someone in favor to talk

early and often.• Address numbers for analytical types.• Win the group emotionally.• Give good handouts that are clear, concise, and clean.


Top 10 Stalls / White Lies / Untrue Objections

1. I want to think about it.2. We’ve spent our budget.3. I have to talk it over with [fill in blank].4. I need to sleep on it.5. I never purchase on impulse / I need to let it sink in.6. I’m not ready to buy yet.7. Get back to me in [enter #] days, months, etc. We’ll

be ready then.8. Quality is not important to me.9. Business is slow right now.10.Our ad agency handles that.


Real Objections• Doesn’t have the money or is too cheap.• Can’t get credit.• Can’t decide on his / her own.• Doesn’t have authority to spend over budget.• Thinks or knows he can get a better deal elsewhere.• Has something else in mind but won’t tell you.• Has a friend, connection, etc. in the business.• Doesn’t want to change vendors.• Wants to shop around.• Too busy with other more important things.• Doesn’t need (or thinks he doesn’t need) your product now.• Thinks (or knows) your price is too high.• Doesn’t like or have confidence in your product.• Doesn’t like, trust or have confidence in you our your company.


Qualifying Objections is just as important as Overcoming them

1. Listen carefully to objection and determine if it’s a stall.

2. Qualify it as the only true objection – question it.3. Confirm it again – “If not for __, you’d buy?”4. Qualify objection to set up close: “So if I can

[satisfy objection somehow], would that make me a candidate?”

5. Answer objection so it completely resolves issue.6. Ask a closing question, or assume it.7. Confirm answer and sale.


Objection Prevention

• Identify all possible objections and write them down.

• Script responses with closing questions.• Develop sales tools to support responses.• Rehearse scripts in role-play, and tweak scripts.• Try them on customers.• Make final revisions and document in master

file.• Meet regularly as a group to discuss revisions.


Overcoming “I want to think about it.”

• “Thinking it over” is a stall, not a true objection.

“Is there anyone else you need to think it over with?”

“Why don’t we think it over together so I can answer your questions? What was the main thing you wanted to think about?”- This should begin to get the real objection.


Overcoming “We spent our budget.”• Only a real objection about half the time.• Sometimes you can find another budget category or

have a higher boss make an exception.• Key is to qualify objection by:

– Offering deferred payment options– Ask to modify budget to include product that solves

prospect’s problem– Ask to set up a meeting with the authority to exceed budget.

• “If budget wasn’t used, would you buy? … When is the next budget meeting? … What type of proposal should I submit? … Date due? Sample proposal? Letter of endorsement?”

• Key is to qualify that the prospect wants your product.


Overcoming “I need to check other suppliers”

• Probably not the true objection– Your objective is to position prospect in a way to

buy today OR state the true objection• “Can you tell me what you’ll be comparing?”– Have competition details prepared (anticipated

objections w/ materials)– Or do comparison on your time• Tell prospect you’ll file a written comparison, and

whoever wins, wins.• “Do you want to go ahead and sign up now or wait until

the comparison is over?”


Overcoming “The price is too high.”• You must determine what prospect really means:

– I can’t afford it.– I can buy it cheaper elsewhere.– I don’t want to buy from you or your company.– I’m not convinced.

• Prove affordability: “price is less than what you’ll lose on current course”

• Challenge: “What can you afford?”• Get a feel for the difference: “By how much is it too high?”• Talk about value and tomorrow: pennies per day over

lifetime value.

* If price is true objection, you must creatively find way to change terms, offer discount, offer credit, compare price to cost, etc.


Overcoming “I’m satisfied with present source.”

• Realize they’re saying the present source is the best they’ve been able to find.

1. Find out how relationship began.2. Ask 2 open-ended questions:– What do you like most about current vendor?– What would you change if you could?

3. Stress your own long-term relationships and willingness to slowly prove your performance.

4. Go for a sample or trial order.


Overcoming “I need home office approval.”

• This is a lie more than half of the time it’s used.– Ask pointed questions about approval process• “How long?” “Does 1 person decide, or committee?”

– Challenge the prospect: “Can I contact decision maker? That way I can answer any questions.”

– If you don’t believe, go back to questioning to reveal true objection.

– “If you didn’t need approval, would you buy?”– Prevent this objection by qualifying the buyer.


Overcoming “I have to talk this over w/ …”• Realize you didn’t QUALIFY the BUYER!• Four action steps for this objection:

1. Get prospect’s personal approval.• Price OK? Service OK? Product OK? I’m OK?• You want the product/service?

2. Get on the prospect’s team.• What do WE have to do? When can WE meet them?• Tell me about the other(s).

3. Arrange a meeting with all decision-makers.4. Make entire presentation again.


Overcoming “Call me back in 6 months.”• This is ALWAYS a stall because:

– You haven’t established rapport, buyer confidence, need, value, trust, desire, or urgency to buy today.

• The real reason may be the prospect:– Isn’t the true decider– Doesn’t have the money– Doesn’t like you, your company, or your product– Thinks your price is too high– Has a friend in the business to buy from

• Ask the prospect:– What will be different in 6 months?– Why do you want me to come back in 6 months?– What’s preventing you from taking action today?– ARE YOU REALLY SAYING NO?


“Call me back in 6 months,” cont’d.

• “Do you see yourself buying in 6 months?”• “How will the decision be made?”• “Could you purchase now and pay in 6

months?”• Show value earned back over 6 months.• Show delay will cost more than paying now.• Ask if he’s looked at the cost of delay.

* The stall is due to your not having uncovered the true desire, need, or objection.


Closing

The close is a delicate balance between your words and actions and the

prospect’s thoughts and perceptions.


Signals the Prospect is Ready to Buy• Questions about availability, time, or delivery• Questions about rates, price, affordability, or any questions about

money• Positive questions about your business or company• Wanting something repeated• Statements about problems with previous vendors• Questions about features and options, or quality• Questions about guarantee or warranty• Questions about qualifications• Specific product/service questions• Questions to confirm unstated decisions, seeking support• Wanting to see a sample or demo again• Asking about satisfied customers or references• Buying noises: “I didn’t know that,” “Oh really?”, etc.


Recognizing buying signals is critical to your success as a

salesperson. You will go past the sale if you fail to recognize

them.


Avoid 2 Words: “Yes” and “No”• When a prospect asks a question, it is often a

buying signal. Your sales skills are called upon in how you respond. – Use the prospect’s question to confirm the sale with

a follow-up question:• Do you have this model? – “Is this the model you want?”• Are these in stock? – “Do you need immediate delivery?”

– Or answer directly while posing a closing question immediately:• Do you have references? – “Here’s the list. If our

references are satisfactory, when would we be able to get our first assignment?”


Closing on Buying Signals

1. Recognizing a buying signal is the sales discipline.

2. Being able to construct a response question (much more difficult) requires creativity and practice.

3. Delivering the response soft and smooth is the mark of the master professional salesperson, and usually the one who makes the sale.


How to ask a closing questionClosing = asking a question, the answer to which

confirms the sale.• Formulate your closing question in a way that

responds to the prospect’s main need or desire.

• Let the buyer decide, but don’t give ‘no’ as one of the choices.

• Ask for the sale in a sincere, friendly manner. Don’t push or use high pressure.

• After asking a closing question, SHUT UP!


Examples of Closing Questions• Would you like these T-shirts in light or dark

colors?• How many shirts do you want in the darker

color you said you liked?• Would you like delivery before or after the first

of next month?• When did you want these delivered?• Are you paying by check or credit card?

* Self-confidence is important. The buyer will buy if you believe he will.


Puppy Dog Close: Type 1• The easiest way to sell a puppy is to let the

owner take it home for the night “to see how they like it.” Examples:– Test drive the car– 30-day trial membership– 1st issue is free

* Ownership before the sale breaks down resistance to the point of acceptance.


Puppy Dog Close: Type 2• “If you chase the world, it runs from you. If you run

from the world, it chases you.” – Hari Dass• Often we are so eager to sell, we don’t give the

prospect enough room to buy.• The negative sale: stock salesman says “I believe all

the shares are spoken for, but I’ll give my presentation and if anyone cancels then I’ll give you a call.” Unethical? Yes.

• The “Can you qualify?” sale: Instead of pushing prospects to buy, challenge them to qualify to buy.

• Type 2 sales were instrumental to the success of Bernie Madoff’s $50 billion Ponzi scheme


Persistence

• Persistence, with the right attitude, is the key to success.

• If you believe in your product, and in yourself, then you march to success.

• Only you can stop you.• Your persistence must be as relentless as the

tides.


No follow-up system? No sale!• 98% of sales are not made on the 1st call, so you must

have an organized method of following up if you want to make the sale. Your options:1. ACT Database – all the bells and whistles2. PDA3. Card scanner – well worth the money over card file4. 3x5 or 5x8 card file – good if many follow-ups are needed5. Day-Timer / planner – must be used in conjunction with

something else6. Yellow pad – not a good system.7. Scraps of paper – guaranteed to lose sales and your career.


Vital Sales Tools in Follow-Up• Personal note w/ company name and logo• Testimonials – you’re not more persuasive than 3rd party

endorsements• Mutual friend endorsement – incredibly powerful• Support articles – better if about prospect’s business, best if about

personal interests• Video supporting product/service• Meeting at networking events• Invitation to facility• Lunch invitation• After-work meetings• Tickets: sports, concerts, etc. (Don’t give them away, go with!)• Letters and faxes• Telephone calls

Sales tools build sales … if you use them


Most sales made after the 7th “NO”• You better have what it takes to persevere through the

follow-up process for 5 – 10 exposures and not quit (or take a job with a salary).

• Follow-up guidelines:– Know prospect’s hot buttons– Present new information relative to the sale– Be creative in your style and presentation manner– Be sincere in your desire to help, money comes second– Be direct in communication; beating around the bush is

annoying– Be friendly; people like to buy from friends– Use humor. If you can make him laugh, you can make him buy.– When in doubt, sell benefits– Don’t be afraid to ask for the sale. Often.


Commit Yourself!

• Maintain a positive attitude.• Set goals and commit to achieving them.• Dedicate yourself to master the science of selling.• Design a networking plan and implement it.• Be a leader.• Get involved in your community.• Know your prospect and your prospect’s business before

you make the sales call.• Be memorable in all you do.• Help others.• Stay focused and look for opportunity.• Establish long-term relationships with everyone.• Have fun!


Listening Lessons• 2 biggest impediments to listening are:

– You have an opinion before you begin listening– You have made up your mind before you begin listening, or before you hear the

full story• 2 important rules of listening, in this order:

– First, listen with the intent to understand– Second, listen with the intent to respond

• Think about the way you listen right now:– Are you doing something else when someone is speaking?– Do you have your mind on something else when someone is speaking?– So you fake listening so you can get in your comments?– Are you waiting for a pause to get in your response, because you already know the

answer?• At some point you stop listening. When does that occur?

– After you have formulated your response– After you have been turned off by the speaker– When you decide to interrupt someone to say something– When the person speaking isn’t saying anything you want to hear


Guidelines for Effective Listening• Don’t interrupt.• Ask questions. Concentrate on answers, not thoughts.• Listen without prejudging.• Use eye contact and listening noises.• Don’t jump to the answer before you hear the ENTIRE situation.• Listen for purpose, details, and conclusions.• Active listening involves interpreting. Interpret quietly or take notes.• Listen also to what is not said. Implied is often more important than

spoken. HINT: tone.• Think between sentences and during quiet times.• Digest what is said (and not said) before engaging your mouth.• Ask questions to be sure you understood what was said or meant.• Ask questions to be sure the speaker said all he or she wanted to

say.• Demonstrate you’re listening by taking action.


Content not Covered• I’ve left out a lot of good stuff from the book.

However, that stuff is definitely worth reading. Missing from this presentation include:– The Book of Lamentations (behaviors to avoid)– The Book of Competition (how to deal with)– The Book of Customer Service (and its great value to sales)– The Book of Communications– The Book of Exhibitions (best practices for trade shows)– The Book of Networking– The Book of Leadership / Rules– The Book of Trends– The Book of Prophets– The Book of Exodus

The Sales Bible

Business

Transcript of The Sales Bible