This book is perfect for what it sets out to do: guide the reader on a path to be a better salesperson. Sales skills extend much further than just selling a product; these principles have applications for many, many different areas of life.
My Notes
Why customers buy:
1. I like my sales rep.
2. I understand what I am buying.
3. I perceive a difference in the person and the company that I am buying from.
4. I perceive value in the product.
5. I believe my sales rep.
6. I have confidence in my sales rep.
7. I trust my sales rep.
8. I am comfortable with my sales rep.
9. I feel that there is a fit of my needs and his/her product or service.
10. The price seems fair.
11. I perceive that this product or service will increase my productivity.
12. I perceive that this product or service will increase my profit.
12.5. I perceive that my salesperson is trying to help me build my business in order to earn his. My salesperson is a valuable resource to me.
*Instead of thinking end of month, begin thinking end of time.
18.5 Secrets of Success:
1. Believe you can.
2. Create the environment.
3. Have the right associations.
4. Expose yourself to what's new.
5. Plan for the day.
6. Become valuable.
7. Have the answers your prospects and customers need.
8. Recognize opportunity.
9. Take advantage of opportunity.
10. Take responsibility--no blaming.
11. Take action.
12. Make mistakes.
13. Willing to risk.
14. Keep your eye on the prize.
15. Balance yourself.
16. Invest, don't spend.
17. Stick at it until you win.
18. Develop and maintain a positive attitude.
18.5. Ignore idiots and zealots.
Principle 1: Kick Your Own Ass.
- Prime causes of sales slumps: poor belief system, poor work habits, misperceptions that lead to sour grapes, outside pressures, poor personal habits, boss giving crap instead of support, events that go against you, customer cancels big order, getting depressed
- Prescriptions: study basics, revisit your plan for success, list 5 things you could be doing to work smarter AND harder, change your presentation, get someone you respect to evaluate your presentation, visit your mentor, get to work an hour before everyone, stay away from pity parties, hang around positive (successful) people, spend 30 minutes/day reading about your positive attitude, listen to your favorite song just before presentation, take a day off, rearrange your office, videotape your presentation, avoid negative talk and negative people like the plague
*Philosophy drives attitude. "Attitude drives actions. Actions drive results. Results drive lifestyles."
-Jim Rohn
-Develop a YES! attitude.
-Celebrate effort, not victory.
-Be selfish--be the best person first.
Principle 2: Prepare to Win, or Lose to Someone Who is.
*Do your homework.
-Are you a winner? Or a whiner?
*The workday starts the night before.
**Work while others sleep.
Principle 3: Personal Branding is Sales: It's Not Who You Know, It's Who Knows You.
*Get the business community to have confidence in you and your business; establish yourself as an expert; be seen and known as a leader; be known as an innovator.
**Register [yourname].com; be willing to give of yourself--first; dedicate time to make it happen; get others to help you; do everything with a creative flair; get the best business cards money can buy; become a resource; persistence and consistency are the secrets; have a good time doing it; strive to be the best at whatever you do; ignore idiots and zealots.
Principle 4: It's All About Value, It's All About Relationship, It's Not All About Price.
1. Market with stuff and info about prospects and customers--not about you.
2. Write (good) stuff in journals, newspapers, e-zines, [blogs,] and newsletters.
3. Create response vehicles or mechanisms in everything you write.
4. Earn your way onto every broadcast media.
5. Get known as a person of value.
6. Send your stuff after they ask for it, and make sure it has something they will keep.
6.5. Speak in public > cold calling.
Public Speaking:
1. Don't give a sales pitch, but do speak on your topic.
2. Pick a great audience.
3. Give a handout.
4. Videotape it.
5. Ask for audience evaluations.
6. Give value, get leads.
6.5. Hang around after meeting.
1. Stop thinking of your product as a commodity.
2. Don't focus on the sale, focus on the lifetime use of the product or service.
3. Start your sales call at a higher level.
*Give value first, don't add it.
*Make friends before you start, or don't start.
*Act professionally, talk friendly.
*Sales for the moment. Friends for life. Sales for the commission. Value for the fortune.
Principle 5: It's Not Work, It's NETwork.
1. Chamber of commerce.
2. Any business journal event.
3. A civic organization.
4. Charity or community volunteer.
5. Trade shows.
6. Health club.
7. Being ready to network when you get there.
Principle 6: If You Can't Get in Front of the Real Decision Maker, You Suck.
*It's not a benefit statement. It's a profitability statement. It's not a benefit statement. It's a productivity statement.
Principle 7: Engage Me and You Can Make Me Convince Myself.
1. Ask prospect questions that make him evaluate new information.
2. Ask questions that qualify needs.
3. Ask questions about improved productivity, profits, or savings.
4. Ask questions about company or personal goals.
5. Ask questions that separate you from the competition--not compare you to them.
6. Ask questions that make the customer or prospect think before giving a response.
7. Ask power questions to create a buying atmosphere.
7.5. Critical success strategy: Write down your answers.
Good Questions:
"What do you look for...?"
"What have you found...?"
"What has been your experience...?"
"How have you successfully used...?"
"How do you determine..."
"Why is that a deciding factor?"
"What is one thing you would improve about...?"
"What would you change about...?"
"Are there other factors...?"
Bad Questions:
"Who are you currently using...?"
"Are you satisfied with your present...?"
"What would it take to get (earn) your business?"
-Today; Frankly; Honestly; If I were you; or anything negative about the previous choice they made or anything negative about your competition.
What you ask sets the tone and the perception of the buyers.
Principle 8: If You Can Make Them Laugh, You Can Make Them Buy.
Principle 9: Use Creativity to Differentiate and Dominate.
-Brains; Attitude; Pay attention; Collect ideas; Self-confidence.
-A support system.
-Create a creative environment; Creative mentors and associations
-Study Creativity--Michalko's Thinkertoys and Cracking Creativity OR de Bono's Six Thinking Hats, Lateral Thinking, and Serious Creativity
-Study the history of creativity in your industry; Use creative models; Risk failure
Spice up your voicemail:
1. A short message about value or profit point of your product.
2. A thoughtful quote.
3. Celebrity impersonation.
4. Your kid.
5. Something funny in general.
6. A testimonial from a customer.
7. Something off the wall.
Principle 10: Reduce Their Risk, and You'll Convert Selling to Buying.
Ask yourself these 5 questions as they relate to your product or service:
1. What is the definition of risk?
2. What is the cause of risk?
3. How much risk am I asking my prospects to take when they make a purchase?
4. How do I uncover risk factors?
5. How is risk taken away, removed, or eliminated?
1. Identify your risks.
2. Create great corresponding risk removers or even preventors.
3. Try them out on prospects who resist for no stated reason.
4. Master them so that your prospects buy more often.
Principle 11: When You Say it About Yourself, It's Bragging. When Someone Else Says it About You, It's Proof.
Testimonials should: be phrased in a way that takes away risk or neutralizes fear; show action and make a call to action; overcome an objection; re-enforce a claim; claim a happy ending.
Principle 12: Antennas UP!
6 Positive Sales Senses:
1. Sense of confidence.
2. Sense of positive anticipation.
3. Sense of determination.
4. Sense of achievement.
5. Sense of winning.
6. Sense of success.
9 Negative Senses:
1. Sense of fear.
2. Sense of nervousness.
3. Sense of rejection.
4. Sense of procrastination and reluctance.
5. Sense of justification/rationale.
6. Sense of self-doubt.
7. Sense of uncertainty.
8. Sense of doom.
9. Sense of "I'm unlucky."
Principle 12.5: Resign Your Position as General Manager of the Universe.
1. A contagious positive attitude.
2. Excited about the prospect of helping others.
3. Self-assured, not arrogant.
4. I like people and they like me.
5. Not just "book smart."
6. If I'm not having fun, what's the point?
7. I do everything full-force.
8. Unspoken integrity. Visibly honest.
9. I concentrate on details without getting caught up in them.
10. I'm kid-like happy on the inside.
Principle 6: If You Can't Get in Front of the Real Decision Maker, You Suck.
*It's not a benefit statement. It's a profitability statement. It's not a benefit statement. It's a productivity statement.
Principle 7: Engage Me and You Can Make Me Convince Myself.
1. Ask prospect questions that make him evaluate new information.
2. Ask questions that qualify needs.
3. Ask questions about improved productivity, profits, or savings.
4. Ask questions about company or personal goals.
5. Ask questions that separate you from the competition--not compare you to them.
6. Ask questions that make the customer or prospect think before giving a response.
7. Ask power questions to create a buying atmosphere.
7.5. Critical success strategy: Write down your answers.
Good Questions:
"What do you look for...?"
"What have you found...?"
"What has been your experience...?"
"How have you successfully used...?"
"How do you determine..."
"Why is that a deciding factor?"
"What is one thing you would improve about...?"
"What would you change about...?"
"Are there other factors...?"
Bad Questions:
"Who are you currently using...?"
"Are you satisfied with your present...?"
"What would it take to get (earn) your business?"
-Today; Frankly; Honestly; If I were you; or anything negative about the previous choice they made or anything negative about your competition.
What you ask sets the tone and the perception of the buyers.
Principle 8: If You Can Make Them Laugh, You Can Make Them Buy.
Principle 9: Use Creativity to Differentiate and Dominate.
-Brains; Attitude; Pay attention; Collect ideas; Self-confidence.
-A support system.
-Create a creative environment; Creative mentors and associations
-Study Creativity--Michalko's Thinkertoys and Cracking Creativity OR de Bono's Six Thinking Hats, Lateral Thinking, and Serious Creativity
-Study the history of creativity in your industry; Use creative models; Risk failure
Spice up your voicemail:
1. A short message about value or profit point of your product.
2. A thoughtful quote.
3. Celebrity impersonation.
4. Your kid.
5. Something funny in general.
6. A testimonial from a customer.
7. Something off the wall.
Principle 10: Reduce Their Risk, and You'll Convert Selling to Buying.
Ask yourself these 5 questions as they relate to your product or service:
1. What is the definition of risk?
2. What is the cause of risk?
3. How much risk am I asking my prospects to take when they make a purchase?
4. How do I uncover risk factors?
5. How is risk taken away, removed, or eliminated?
1. Identify your risks.
2. Create great corresponding risk removers or even preventors.
3. Try them out on prospects who resist for no stated reason.
4. Master them so that your prospects buy more often.
Principle 11: When You Say it About Yourself, It's Bragging. When Someone Else Says it About You, It's Proof.
Testimonials should: be phrased in a way that takes away risk or neutralizes fear; show action and make a call to action; overcome an objection; re-enforce a claim; claim a happy ending.
Principle 12: Antennas UP!
6 Positive Sales Senses:
1. Sense of confidence.
2. Sense of positive anticipation.
3. Sense of determination.
4. Sense of achievement.
5. Sense of winning.
6. Sense of success.
9 Negative Senses:
1. Sense of fear.
2. Sense of nervousness.
3. Sense of rejection.
4. Sense of procrastination and reluctance.
5. Sense of justification/rationale.
6. Sense of self-doubt.
7. Sense of uncertainty.
8. Sense of doom.
9. Sense of "I'm unlucky."
Principle 12.5: Resign Your Position as General Manager of the Universe.
1. A contagious positive attitude.
2. Excited about the prospect of helping others.
3. Self-assured, not arrogant.
4. I like people and they like me.
5. Not just "book smart."
6. If I'm not having fun, what's the point?
7. I do everything full-force.
8. Unspoken integrity. Visibly honest.
9. I concentrate on details without getting caught up in them.
10. I'm kid-like happy on the inside.
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