Secrets of closing the sale
Chapter 20 : APPLYING CREATIVITY IN SELLING
Life is for service. ― Fred Rogers
We’ve covered some typical tactics
that greatly increase the chances of a successful closing.
Now let’s take a look at the successful closing experiences together.
I will present this closing strategy in a narrative style
because stories are often easier
to get into the mind of the reader.
Again, I want to emphasize the importance of using your voice effectively
and applying your creativity to specific sales situations.
I also want to share with you the importance
of ignoring some of your customer objections
and not taking it too seriously when someone says,
“I don’t care about your product!”.
Remember anything you want that’s valuable requires you
to break through short-term pain
in order to gain long-term pleasure. — Tony Robbins
WHEN CUSTOMERS CATE REASONS
Decide what it is you want, write it down, review it constantly,
and each day do something
that moves you toward those goals. — Jack Canfield
Years ago, when I was in the insurance business,
one of the things that frustrated me the most was after trying
to ask questions to get information
and give a presentation to spark interest.
Using the service where the customer is,
the customer told me that:
– Mr. Ziglar, it’s awkward for me
to make you waste your time like this.
In fact, we also realize
that we have a need for insurance services,
but if we do buy that service,
we have to reconsider.
The classmate of my uncle’s son’s cousin’s best friend
next to my wife’s aunt has a friend,
whose daughter’s husband is in the insurance business (probably true)
not to that extent but they exaggerated it),
so if we had real insurance,
we would have bought it from him.
When life gives you lemons,
make lemonade and sell it to all of those
who get thirsty from complaining. — Napoleon Hill
STRATEGY “CERTIFICATE OF MARRIAGE”
Clarify your purpose.
What is the why behind everything you do?
When we know this in life
or design it is very empowering
and the path is clear.— Jack Canfield
Of course, the above statement made me “annoyed”
because I tried to meet the demand,
but that customer not only had no intention
of buying my product,
but also meant to mock me.
One day, while thinking about this issue,
an idea suddenly occurred to me,
and I developed it into a strategy to hit “marriage”.
The book How I Raised Myself from Failure to Success in Selling
by Frank Bettger inspired that tactic.
I read the book in 1948 but it took me eight years
to take Frank’s information
and add some creativity to develop this strategy.
A “Certificate of Marriage” designed
by myself printed on a beautiful parchment.
When the customer
I mentioned above expressed concern and said:
– Your idea is interesting,
but I will buy from…
I will look him in the eye and say:
– I believe the seller
The person you just mentioned is a very good person
and the insurance company he represents
is also a legitimate company
because it has been licensed to operate.
[Remember, you should never make negative or hostile comments.]
there’s one thing
I can do for you right now that no one else lives in.
it can be done.
everyone immediately thinks of the question:
“What can I do for that client?”.
At that moment,
I went to my briefcase,
took out the Marriage Certificate and said:
– I will “marry” you!
His reaction at the time was very interesting.
– Let me explain this more clearly.
Above the certificate,
it says “Certificate of Marriage”.
It was then issued on January 18, 2003
(or 2004, 2005 or whatever),
governing the relationship between Zig Ziglar
and John and Mary Smith.
With this marriage,
Zig Ziglar pledged to be available at any time
at the request of John and Mary Smith.
[I typed the client’s name
before going to see them].
Zig is committed to fully implementing tax obligations
and social security policies.
And, he can offer helpful advice on their insurance needs.
John and Mary Smith jointly pledge
to give Zig Ziglar the right to serve.
John and Mary Smith can revoke this certificate for any reason,
but Zig Ziglar cannot.
I looked at him and continued,
“All the necessary things are in this certificate
and your signature will confirm its validity.”
any client would look at his wife,
“Honey, what do you think about this?
This guy wants to ‘marry’ the two of us,
should we ‘marry’ him?”.
The wife laughed and said,
“Oh, I didn’t know! It’s up to you!”
Usually, one of the two will say,
“This guy looks good too!
Why do we refuse?”
And the husband asked over
and over again:
– Mr. Zig, is this legal?
I mean, doesn’t it violate monogamy?
You don’t mean to trouble us, do you?
I laugh out loud:
– No, I have talked to the governor,
the secretary of state,
the government adviser about insurance matters,
and I even asked my brother-in-law
to explain this to me clearly.
They all said it was completely legal.
Please rest assured.
The man smiled and said:
– Then I agree. Interestingly,
when the client signed that Marriage Certificate,
they didn’t notice that
I didn’t leave a single space to sign my name.
That Marriage Certificate helped me do two things.
First of all,
I’m using an experimental tactic.
Once they were convinced
by the first idea
(signing the Marriage Certificate),
it was much easier to implement the second idea.
That’s when I said to that client,
“I’m not only providing this service to you today,
but I’m committed to serving your future as well.
I will become “a part of your life”,
be your guarantor of safety.”
Move out of your comfort zone.
You can only grow if you are willing
to feel awkward and uncomfortable
when you try something new. — Brian Tracy
HOW TO USE THE STRATEGY “CERTIFICATE OF MARRIAGE”?
Change is inevitable in life.
You can either resist it
and potentially get run over by it,
or you can choose to cooperate with it,
adapt to it,
and learn how to benefit from it.
When you embrace change you will begin
to see it as an opportunity for growth. — Jack Canfield
I believe you will often ask the question
“How should I apply this “marriage certificate” tactic
to suit my particular situation?”.
This is also what I emphasized at the beginning of this book!
Jerry Parker is one of the most interesting sales people
I have ever spoken to
Jerry is the official representative for Extracorporeal Corporation
they are now a division of Johnson & Johnson.
Incidentally, the English word extracorporeal means:
“outside the body”.
Jerry has been working with Chief Nurse Loretta Davis
of Los Robles Hospital in Thousand Oaks,
California for over a year
to market Extracorporeal products and services.
Ms. Davis always responded
that the price of the product he provided was too high
while the service of the company was too bad.
To help you better understand the significance of this deal,
I would like to say
that the product his company offers are hemodialysis systems.
The patient has to undergo dialysis 13 times a month,
and an average of 156 such filters per year per patient.
If this number is multiplied by 40 patients,
the hospital will need 6,240 tubes and tubes each year.
This is really in great demand!
During that one year period,
Jerry accomplished two very important things.
First, he built a close
and trusting relationship with Mrs. Davis.
Second, every day he listens to tapes about
how to sell to practice this skill.
Jerry is a salesman who knows how
to flexibly use tactics to close the deal successfully.
when Mrs. Davis asked Jerry a somewhat mocking question:
– Why do I have to buy this service from you
when the price you offer is too high
and the service is so bad?
Jerry immediately applied
The term “marriage certificate”:
Because I can “marry” her.
Hearing that, Mrs. Davis laughed loudly:
– Oh my, what will my husband Willie say about this?
Jerry quickly replied:
– Please don’t misunderstand.
This is what I want to say.
As he spoke,
he saw a piece of paper lying nearby.
He walked over to it,
picked it up
and quickly wrote “Marriage Certificate” in the upper corner of the paper.
Jerry wrote and explained the necessity
of this “marriage” contract.
– When she buys our services,
she also “buys” my working time,
as a result,
I will always be “attached” to this deal.
I will carefully consider it
so that you always receive the best service possible.
I will be the personal representative
between my company and your hospital.
Of course, the cost does add up a bit,
but it can’t be as costly as having
to compensate the patient if something unfortunate happens.
Her hospital not only owns the best products on the market,
but also has priority attention
and care should any problem occur.
This is extremely important for the hospital
because it is directly related to the patient’s health.
Isn’t that your primary concern, Mrs. Davis?
She admitted this.
After he finished writing,
Jerry handed the certificate to Mrs. Davis and said:
– The only thing that can make this certificate valid is your signature.
Please sign here.
Mrs. Davis thought for a moment and realized
that this was the right thing to do.
Through his enthusiasm
and strong belief that his product is the best,
Jerry made Mrs. Davis believe in the validity
of his commitment.
Jerry has aroused the right motivation of the customer,
which is the care of the patient.
Mrs. Davis signed the “Certificate of Marriage”
and a few minutes later she signed the formal order.
There are no limits on
what you can achieve with your life,
except the limits you accept in your mind. — Brian Tracy
STRATEGY FOR USING “CREATIVE CAPACITY”
Do not wait.
The time will never be just right.
Start where you stand,
and work whatever tools you may have at your command
and better tools will be found as you go along. — Napoleon Hill
One of the most surprising examples of using creativity is
the case of Paul Jeffers at the Sacramento company in California.
In 1982, Paul gave 86 speeches,
and sold $9.8 million in life insurance across 70 deals
with a peak premium of over $250,000.
Paul is an extremely talented man:
he believes that the failure
to hit the target is not the fault of the target,
and that the failure of the sale is not the fault of the customer.
On February 8, 1975, after an accident,
Paul Jeffers unfortunately lost his hearing,
but he remains optimistic that
this will be his advantage
over other salespeople
because he will never
Now I hear the word “no” from my client.
After the accident,
Paul had to learn to “read” other people’s words
through the movement of their lips.
Before he could confidently communicate with people,
he had to make an important meeting with two clients.
In Paul’s words,
the story goes like this:
“That day I went to the client’s office.
When a client answers my question, oh my god,
I have no idea what they’re talking about.
I had to tell them:
Sir, I can’t keep up with what you’re saying.
Then I took out the pad and said:
– Please write your questions here,
so it will be easier for me to answer.
So do you mind, sir?
Those two guests happily wrote down all the necessary questions
and gave them back to me.
I looked at the paper and was surprised to see nothing on it.
Again I said:
“I really can’t keep up with your words,
and I can’t read what you write.
In your opinion,
I should say goodbye and not bother you anymore,
or I will make a presentation
as I usually do,
because I have prepared everything necessary here.
Allow me to actively voice my opinion on all the obstacles I can think of.
You just need to nod if you agree
and shake your head if you disagree with my statement.
Would that cause any problems for you?
Both guests agreed.
My friend, I made that presentation smooth and best so far.
I have mentioned possible obstacles
and provided any necessary solutions.
I also add:
– Is there anything in this insurance policy that makes you unhappy?
Is there anything stopping us
from starting this contract now, sir?
They shook their heads
and I continued:
– Can you sign the check for Standard Insurance Company in advance?
And, they signed a check and gave it to me.
At that time, most of the insurance salesmen agreed
to carry out the insurance policy
without any customer must sign the check immediately.
But I am the opposite.
I get a client’s check
before they fill out an insurance policy.
Now I have to do?
How should I deal with this check?
Is there anything my manager can do for me?
An idea suddenly flashed.
– I will
give you Part One of the insurance policy.
Please fill in the blanks, remember
to write your name in capital letters.
I will also give you a blank Part One
form for you to sign.
Then I will transfer the information
from another copy to the one you just signed.
We will take you to a doctor
to check the legality of this form.
Is that satisfactory, sir?
Both of them nodded in agreement.
“This is probably a one-of-a-kind discussion
and I bet you’ll never run into a business like it!”
It is often said that you can drop a sales professional “parachute”
into a completely foreign land
where he knows no one and by sunset,
he is sure to have sold already.
I totally agree with this,
especially if the salesperson has the creativity,
faith to succeed,
and love for people like Paul Jeffers.
The story of Paul Jeffers is just to emphasize
that “disabled people” will only be “disabled” people
if you consider them to be.
The success story of this man has always inspired me
with this exciting sales job.
Willpower and desire, when properly combined,
make an irresistible pair. — Napoleon Hill
Learn from the experts;
you will not live long enough
to figure it all out by yourself. — Brian Tracy
There are also many people
who buy for very “weird” reasons.
Many years ago,
and I worked as agents
for a life insurance company.
We were involved in that company
from the very beginning
but after a while suddenly the business of the company stalled
for about three months.
Unable to accept that situation,
we decided to change by investing in some equipment
and calculating projects.
One of the things we really needed at the time was a calculator.
At that time,
there were only three companies
that made electronic computers,
and all three were not computer companies.
We rejected Marchant because of the “uncouth” talk of their salesman.
In the end, we chose Friden just
because their keyboard “click” sounds more “like”.
That’s also why you need to be sensitive
to a few “little” things about your customers
and their needs if you want
to improve your closing rates.
The only impossible journey
is the one you never begin. — Tony Robbins
STRATEGY “SPECIAL OCCASION”
Definiteness of purpose with positive mental attitude
is the starting point of all worthwhile achievement. — Napoleon Hill
I have been in direct sales for 18 years.
During that time, I have developed a variety
of closings from “special occasions”.
Sellers of vacuum cleaners,
kitchen appliances, etc. may face many times
with situations similar to the ones I will describe below.
This tactic is designed primarily for direct sales.
And when you see how effectively the young owner of a furniture store puts
his creativity into his business,
you’ll see why
I included this tactic in the “ability” section creativity”.
When I was in the kitchenware business,
one night I gave a product demonstration
to a group of families
and made an appointment
with them privately the next day.
it’s only my wife who stays at home to talk to me.
Usually, women always assure me
that they can decide to buy or not to buy.
But when I had just finished my presentation,
the ladies wanted to end the talk
by asking permission to think more,
because she now has the information she needs
for her husband
to make the following decision together.
In most cases,
this means the deal has failed.
However, if I realized it was indeed a good reason,
I would say,
“It’s okay, ma’am.
Since her husband only got home at 6 o’clock
(I’ve been looking at his schedule carefully since last night),
it should be around 7 o’clock or 8 o’clock,
will I be back, ma’am?”
I would quickly know
if she was really interested in the sale
or if she was just trying to turn me down.
If she keeps coming up with an excuse:
“Oh, you know,
we’ve been married for over 20 years
and I know how to convince him,”
that’s definitely going to be a big deal failed service.
As a sales person, you certainly understand that:
understanding a product/service thoroughly
to be able to make an informed decision is completely different from
knowing it enough to sell it.
The wife understands very well the value of
that set of pots and pans
and can make a purchase decision,
but she has no way of convincing her husband
to agree to buy it.
When a wife delays letting her husband see me,
I will say:
– Allow me to ask you a question.
What time does your husband usually come home from the market?
– What do you mean?
– I guess he is the one who buys food for the family.
– You guessed wrong!
– Oh, so who did it?
– It’s me!
– Do you always do that job?
– Of course it is!
– Prices are very expensive now, aren’t they, ma’am?
– Of course.
I guess you have to spend 20 to 25 dollars a week?
Surely she would say:
– Only 20 or 25 dollars/week?
It must be 120 or 125 dollars!
– Oh, so expensive?
– You’ve never been to the market, have you?
– Allow me to ask you this question,
do you think it would be more reasonable
to spend 50 dollars a week?
– Maybe so.
– Suppose she spends 50 dollars a week on food
(write this on a piece of paper),
if you spend one year,
it will cost you $2,600 to buy food for your family.
As far as I know,
they have been married for twenty years,
so during their time together,
her husband entrusted her with $52,000 to buy food every day.
Ma’am, I don’t mean anything malicious
but I bet you can’t show me over $100 worth
of food right now in total.
That’s $52,000, isn’t it, ma’am?
We both laughed and she said:
– Why should I do that? I continued:
– Her husband entrusted her with $52,000 to buy food.
Why don’t you think he’ll trust you
to invest more than $400 so you can cook valuable foods?
$52,000 in the best and most economical way?
The way you give your name to others is a measure
of how much you like and respect yourself. — Brian Tracy
WHY DO YOU MISS HER?
Don’t waste your life believing you can’t. — Jack Canfield
If she still doesn’t want to buy my product,
I’ll add this:
– Madam, my grandfather often told his friends
that one of the reasons
why he married you was
because he believed in your wise decisions,
especially in choosing him.
Then I was silent,
smiled and looked her in the eyes and said:
– Now you know that
if your husband believes you have chosen to marry him,
then he will also trust you
to spend a few hundred dollars buying a set of pots
and pans to cook him the best food.
I have sold a lot of pots and pans
thanks to this particular situation.
Please don’t misunderstand!
I personally do not believe
that any salesperson can sell to every customer he meets.
However, I fully believe that with a little creativity,
we can all increase our odds of successfully closing deals dramatically.
I also know that the most painful experience a salesperson has
is to miss a sale
when he is so sure he can make it.
Not only will this affect his current income,
but it will also make it difficult for him
to confidently provide
that client with any more services.
My goal is just to give my clients the opportunity
to help them make the best decisions.
Also related to this issue,
people often ask me this:
“How long does it usually take you
to convince customers to agree to buy?”.
There really is no set rule
or answer to this question.
It depends on what you “feel”
and draw from your own experiences.
My gut tells me that
I should convince customers
as long as they show an interest in my product
or until they say it outright that they’re not buying.
Your biggest opportunity probably lies under your own feet,
in your current job, industry, education,
experience or interests. — Brian Tracy
APPLYING THE “SPECIAL OCCASION” METHOD IN RETAIL STORE
There is only one person responsible for the quality of life you live
and that person is you. — Jack Canfield
Randy Cooper, owner of a Cooper furniture store in Enid, Oklahoma,
is a very interesting person.
He never believes in recessions
and has also successfully applied
the “special occasion” tactic in some of his deals.
In December 1982,
and her daughter went to Cooper’s to find a rollaway bed
that her husband was going to buy her for Christmas.
She quickly found the perfect bed for $449.
She promised Randy that she would return
to the store after talking more with her husband about it.
Luckily, before meeting that lady,
Randy had heard about the “special occasion” tactic
and here’s how he applied it:
– Ma’am, I am a single father
and I am responsible for taking care of my two children three days a week.
That costs about $100/week.
– I also spend that much to buy food for my family.
– $100/week equals $5,200/year (and accent)
and I’m guessing you’ve never talked about this
with your husband, is that true?
Without me saying another word,
the lady looked up proudly at her daughter and said:
– I take that bed now!
Randy started his business without any sales training
and according to our initial impressions,
he was delighted and surprised
to see how my tactics worked effective.
Approach each customer
with the idea of helping him
or her solve a problem
or achieve a goal,
not of selling a product
or service. — Brian Tracy
STRATEGY “ROUND BUSINESS CARD”
One of the most valuable things any person can learn
is the art of using the knowledge
and experience of others. — Napoleon Hill
Sometimes, there are customers
that you can’t convince them to make a decision soon,
or in other words,
you still have to continue working with them
even if you no longer feel interested in the deal.
I will never forget a company
I tried to negotiate to provide an $18,000 sales training course.
The company’s management decided to buy the program,
but it seems they want to delay.
They discussed the table over
and over and over again also said that:
– We’ll let you know soon.
– Could you tell me when that is, sir?
The company representative replied to me:
– It could be 30, 60, or 90 days later.
– That training program is really useful for the company!
– Of course we want to implement that course!
– Are you sure your company will organize this course?
– That means you are still considering it now,
then will you go ahead and start this training program?
– We think so too!
I looked at them, smiled and said:
– Yes, gentlemen (there were four people present at the meeting),
allow me to say this.
I’m really excited to work with you guys
because I know you’re also very passionate about this project.
When you say that the training program will be launched
as soon as you have carefully considered it,
I understand that you are serious,
so here is my business card.
As you can see, my business card is circular,
with my name, address,
and contact phone number printed on it.
The other side of the card has the word “teaching” printed on it.
That circle means that my teaching method is
for people to sit in a circle
and have informal conversations.
Precisely because our training program will be conducted
after your careful consideration,
I want to be the first to congratulate you for our upcoming cooperation.
Maybe you think I’m joking.
You think I want this customer
to make a decision to buy the product,
so I deliberately put them in a situation
where there is no reason to refuse?
Hope you don’t misunderstand!
I don’t go to clients just to ask them,
“Is it possible that
as soon as your colleagues consider this training program,
you will probably start the course right away?
I have provided my clients
with all the information they need,
created the best conditions for the success of the deal,
and made every effort to meet their needs.
Above all, my previous work can completely build trust
and confidence in customers.
All of this should have been enough
to motivate them to do this course right away.
It is literally true that you can succeed best
and quickest by helping others to succeed. — Napoleon Hill
WHILE SELLING, PROSPECT ONLY WILL RISK YOU
Gratitude is the single most important ingredient
to living a successful and fulfilled life. — Jack Canfield
The sales motto is that you must act immediately.
I will say this over and over again.
When the customer says “yes”,
you will have a successful sale,
but you will not necessarily fail if the customer says “no”.
But if they say “probably,”
they will not only not work with you,
but in their mind you are nothing,
especially in direct sales.
The reason why?
If a serious customer says
“I would consider buying your product,”
you are blindly expecting
that he will buy at some opportune time.
Obviously, if you work in a field
where back-to-back contact with customers is a must
(e.g. informing doctors of the details of a new drug or offering
to supply a line of new to a mall
that’s been using a line for years now…),
and you promise to see them on your next visit,
you should keep your promise.
Like all other tactics,
the “circle business card” strategy must also meet the needs
of the customer at the right time.
This is absolutely true
because sometimes you use jokes to make them decide
to buy when serious persuasion doesn’t work.
Again, you need to understand the customer
and their situation,
show your understanding,
and as the famous Australian saying:
Find your own way.
Education comes from within;
you get it by struggle
and effort and thought. — Napoleon Hill
STRATEGY TO HIT THE “CHALLENGES”
Anybody can wish for riches,
and most people do,
but only a few know that a definite plan,
plus a burning desire for wealth,
are the only dependable means of accumulating wealth.— Napoleon Hill
Before building a career in sales
and developing forms of management,
Larry Wilson was one of America’s top insurance salespeople.
He has developed and successfully applied
the strategy of hitting the “challenges”.
In his sales,
Larry often carries a marble,
a baseball or a volleyball.
When Larry was about to close the deal,
if the customer was hesitant,
especially about financial matters,
he would pull out a marble
and ask the customer
to put the marble in his pocket.
Then Larry would say:
“Sir, that marble is so small and it’s so light
that you probably don’t even feel it’s in your pocket.”
So just a few days later,
you will forget about it.
Next, Larry took out a baseball and said:
– Sir, will you try to put this ball in your pocket now?
Wherever he went,
he could feel its existence in every step he took.
Then Larry took a volleyball out of his suitcase,
inflated it, and said:
– Now there’s no way you can carry this ball in your pocket!
The same applies to life insurance.
At your age,
if you buy insurance right away,
insurance premiums will be as “light”
as if he were to carry a marble.
Since that amount was insignificant,
he would soon forget the premium.
If you wait a few more years,
your premiums will be more,
like that baseball.
Of course, he could afford it,
but he always considered it a substantial sum.
And if he waited any longer,
he would feel as heavy
as carrying this volleyball.
He couldn’t put it in his pocket.
So, sir, would you like to bring a marble,
a baseball or a volleyball?
You must have chosen the answer already.
I just want to bring out the best for you and your family.
Sometimes the customer will respond with:
Oh, why didn’t I think of that!
At that time, Larry will say:
– In this way,
the price of the marble is just…
and you can pay it annually,
quarterly or monthly.
Which way is more convenient?
Well, Larry has sold a lot of insurance policies this way.
Always concentrate on the most valuable use of your time.
This is what separates the winners from the losers.
Self-esteem is the reputation you have with yourself. — Brian Tracy
“29 DAYS” STRATEGY
The world breaks everyone, and afterward,
some are strong at the broken places.
If you cannot do great things,
do small things in a great way.
Great achievement is usually born of great sacrifice,
and is never the result of selfishness. — Napoleon Hill
When I was in the insurance business,
one of the things that often annoyed me was that sometimes,
I couldn’t identify what was causing a client’s hesitation.
I will never forget a customer in need of life insurance
that I went to see one evening.
He has the financial conditions to pay for that need
and he is also a person
who cares about the health of his family members.
However, I was not able to push the deal
because he gave a lot of reasons
with little or no basis.
And my career hunch told me
that if I hadn’t used my creativity
to “identify” the real obstacle,
the deal would have failed.
After thinking for a moment,
I slowly said to my client:
“Sir, I don’t know why you are still hesitating.
He has determined that
he has a need for insurance
and is also financially able to pay
for such an insurance policy.
In addition, the love he has
for his family members is undeniable.
In my opinion,
the only reason is probably
because I gave you the wrong product.
I think we should talk about the “29-day” contract
instead of the one you and I just discussed.
At that moment,
I reached for my notebook and said:
– I would like to summarize the details
of the “29-day” contract as follows.
First of all,
it still has the full coverage you claim.
the retirement benefits of this type of policy are the same
as those of a regular policy,
and since you have emphasized that
premiums must be kept to a minimum,
I think it suits you very well.
this “29-day” policy allows him
to avoid recurring premiums
and can receive double compensation in the event
he becomes incapacitated
or unfortunately dies.
And in the “29 day” policy,
the premium is only 50% of the standard policy.
Will this type of contract meet your requirements, sir?
The customer looked at me
and said with some surprise:
Oh, of course it’s more appropriate.
But why do you call this a “29-day” contract?
– Sir, according to that contract,
you will enjoy insurance benefits during 29 days of a month.
And since it’s April
and there are only 30 days in this month,
he will receive benefits on all days of the month,
except for one day,
and he has the right to choose this day.
If you like, it could be Saturday or Sunday.
Then I paused for a moment and continued:
– However, I don’t think it’s a wise choice
because on these weekends
he is usually at home and according to statistics,
his own home is the most dangerous place.
When it comes to this “29-day” contract,
I am extremely confused
because it is not absolute.
Surely there will not be an insurance beneficiary in this world
who would accept to sign
such a “29-day” insurance policy.
I see more and more that
we shouldn’t talk more about this kind of contract,
because I know you will have
to think a lot about an uninsured day of the month.
I understand that he cannot “leave” the future of his family
to a day he himself cannot foresee.
Is that really what you’re thinking, sir?
Perhaps you are considering the contract you
and I discussed at the beginning.
Sir, with that policy you will be covered 24 hours/day,
7 days/week no matter where you are
or what you are doing.
That’s the kind of insurance you want
to bring to your family, isn’t it?
Once again I want to emphasize
that if you want to be a professional sales person,
you need to read,
listen to educational
and motivational tapes every day.
You should also attend intensive training classes
and presentations by experts.
Next, you must transform
and apply principles
and ideas to suit your own situation.
It’s a way to stay inspired,
and keep up with new things.
Remember: we all get what we tolerate.
So stop tolerating excuses within yourself,
limiting beliefs of the past,
or half-assed or fearful states. — Tony Robbins
CREATIVITY AND COMMON KNOWLEDGE
See things the way they are not worse than they are.— Tony Robbins
There is nothing more boring in sales than hearing over and over
that we need to understand our customer’s primary concern
and then demonstrate to the customer
that our product will meet the needs of the customer.
their needs and concerns.
During World War II,
or according to the historical story below,
a type of insurance for American soldiers was born.
Simply put, with this form of insurance,
a soldier only pays a premium of 6 or 7 dollars/month
so that his relatives can enjoy the insurance amount of 10,000 dollars,
if he dies in battle.
It’s well-deserved compensation,
but like any commodity,
it is “sold”.
A young lieutenant contacted headquarters
to explain this policy in detail,
and to hand out the necessary paperwork to any soldier
who wanted to purchase this insurance.
But, no one bought his insurance.
Then an old sergeant asked the young lieutenant
to give him a “representation” of the policy.
The young lieutenant reluctantly agreed
but thought that if he couldn’t do it,
the old sergeant wouldn’t either.
take responsibility. — Tony Robbins
Personal development is your springboard
to personal excellence.
non-stop personal development literally assures you
that there is no limit to what you can accomplish. — Brian Tracy
The sergeant briefly explained:
– Dear friends,
I understand that insurance plan as follows.
You are about to be deployed to a war abroad.
If you buy insurance
and die in battle,
the government will send your family $10,000,
that’s a lot of money!
If you don’t buy insurance and you die,
the government will not support your family at all.
My question is:
Who do you think the government will send to the front lines first?
Those who were worth $10,000
when they died
or those whose death wasn’t worth a cent?
So all those guys bought insurance.
Really, I doubt the veracity of this story.
In fact, however,
it illustrates the above point perfectly.
The bottom line here is this:
“no matter what kind of product you are offering,
make it simple
and straightforward to help customers understand
that it is better to buy it than not to buy it.”
Commit yourself to lifelong learning.
The most valuable asset you’ll ever have is your mind
and what you put into it. — Brian Tracy
STRATEGY “SHAP THE TIME”
Everything valuable takes time,
there are no overnight successes. — Jack Canfield
In 1952, although I lived in Florence, South Carolina,
I was working in Wilmington,
Late one Saturday evening,
as I was driving “flying” on my way back
to Florence, a highway patrol officer stopped my car
and showed me a ticket.
Because we knew the same friend,
he allowed me to go without paying the fine immediately,
on the condition that I stopped in Whiteville,
North Carolina on Monday to pay the fine.
I still vividly remember the fine of $30.
In 1952 that was a substantial amount.
I went to the court to pay the fine.
As I handed the fine to a young woman at the cashier,
a thought occurred to me.
If I take advantage of the opportunity I have,
I will make up for the money I lost.
Since I have nothing to lose by doing this, I say:
– I was wondering if you don’t mind,
can I ask you a few questions, ma’am?
The girl smiled brightly and replied:
– No problem, sir!
“I’m guessing you’re still single,
and since you’re working,
you’re probably saving some of your income,
aren’t you, ma’am?”
– Of course!
– Suppose she saw something beautiful
and she would definitely need it later,
would she save an extra 25 cents a day to buy it?
– Oh, so if there’s something in my car that really stands out,
it’s really pretty and you don’t just need it,
you’ll use it for the rest of your life,
would you mind taking five minutes to look at it?
what is it?
– IM very pleasant.
– Please wait for me for a moment.
I quickly got back to the car and brought the kitchenware
that was used as a sample
and went back inside the headquarters.
I did a brief but enthusiastic introduction to the product,
and I also asked the necessary questions.
the young girl turned to a married woman
who was about ten years older than her and asked,
“If you were me, what would you do?”
Before the woman could answer,
I “interrupted” and said:
– Sorry to interrupt you,
but allow me to ask you a question:
Above all, you are the one
who understands the family expenses
because you are married.
But if before getting married,
you had the opportunity
to buy a beautiful pot and pot like this girl has,
would you buy it?
the other woman immediately said:
– I’ll buy it now.
I turned to the young girl and said:
“Isn’t that what you wanted, ma’am?”
The young girl smiled and said:
– I will sign the order now.
A positive mental attitude is the right mental attitude. — Napoleon Hill
To achieve your dreams,
work is required.
Suffering is optional. — Jack Canfield
When I finished writing the order,
I went back and asked the married woman:
Ten years ago you didn’t have the opportunity
to buy such a beautiful set of pots and pans,
that doesn’t mean you will refuse to own this set of pots
and pans later on, is that right, ma’am?
– Of course I don’t refuse.
– I think you also like a set of pots and pans like this?
– You’re right!
I made the second sale because:
(a) I recognized another opportunity coming my way and,
(b) I invited them to buy.
I believe that a lot of sales are lost not
because of “poor” approaches
but because the salesperson did not use any sales techniques.
Know how to ask customers to buy.
Through this story,
I want to say that if you are passionate about sales,
take advantage of every sales opportunity in front of you.
We always have a choice. — Tony Robbins
STRATEGY “CELEBRATE PEOPLE”
The Law of Attraction states that whatever you focus on,
think about, read about,
and talk about intensely,
you’re going to attract more of into your life. — Jack Canfield
The more competitive your business is,
the more you need to develop and use your creativity.
In short, as a salesperson,
you need to be aware of the needs of your customers
and use the best possible tactics to meet those needs.
We once stopped at the Tiller Café
and gas station in the small town of Chillicothe, Texas.
Even though that gas station only sold gas as usual,
we still received another interesting little service.
When my wife and I dropped in,
the salesman asked for my car’s license number.
Because I can’t remember exactly,
I had to go to the car to get the registration card
and read the number to her.
She wrote the license number on a white note
and stuck it on the back of my credit card.
While doing that,
she explained that doing so would make it easier for me
to remember my vehicle’s registration number.
It was really fun!
Then she pulled out a cardboard with a sheet of paper on it,
and then explained to me
that she wanted to list the license numbers
of all the local customers’ cars.
when they come to buy gas,
especially on bad weather days,
they won’t have to go back to their car
to get their car registration certificate.
Doing the above isn’t such a big deal,
but it’s one of those “little things”
that keep customers coming back
to that gas station again and again.
That’s how a career in sales is built,
and it’s the secret of kind, thoughtful,
and ambitious salespeople.
The persistent man
with a poor plan stands a better chance of winning
than the man with a perfect plan
who hesitates and waivers in carrying it out. — Napoleon Hill
STRATEGY “COCOA AND CIGARETTE”
Success isn’t magic or hocus-pocus
it’s simply learning how to focus. — Jack Canfield
One of the most creative closings
I’ve seen was done by Hal Krause,
founder of American Salesmaster and later Crestcom.
While in college,
he used that method to sell pots,
crystal, and cutlery to single girls.
After completing the introductory activities,
he always smiled at the customer and said:
The story I am about to tell is not half a lie.
I am the only man to share this story with you.
You, and no one else,
will see that all I am saying is the truth.
If you didn’t buy my china,
you would spend all your money on chocolates,
fancy clothes and art exhibitions.
And then, when you look back,
you see that carbonated drinks
or cigarettes are all “smooth”,
the bank also
Notice that you have run out of money.
Worse, you find yourself unable
to cook with flimsy iron pans.
Maybe someone will say,
“Oh, what can I do but buy another pan from you?”.
And they did.
And I have good news for you.
You have the same chance as them!
Pick up your pen and fill out this order!
When it comes to sales,
the combination of creativity, humor,
and hard-working attitude will bring about amazing results.
Ira Hayes, while working for the N.C.R. (National Cash Register),
has given lectures throughout the United States.
Of course, many opponents were also present at his lectures.
This does not affect Ira or N.C.R.
because they believe that once you are a professional salesman,
you will never give up a piece of the market share.
On the contrary,
the size of the pie increases,
and you (in this case Ira and N.C.R.) capture more
and more market share.
Ira says that he sometimes has trouble applying sales tactics,
but he is not worried about his ideas being known to competitors.
And Ira – who has always been known
as “America’s Enthusiastic Ambassador”
believes in the free use of ideas.
He has hundreds of miniature photographs of himself,
and when he sends a letter
or gives someone a business card,
he always attaches such a photo
to a business card or letter.
This worked very well:
people always recognized him wherever he was.
Perhaps the most creative business card
I’ve ever seen is from Gerhard Gschwandtner,
publisher of the book Personal Selling Power.
Here is his business card
along with what he often says about his business cards:
Why do I put the names of famous leaders on my business cards?
There are three reasons:
First of all, this is a very interesting way to start a story.
Second, it’s a reminder
that good sales relationships will help you rise to the top.
Third, each leader on this card represents a personality
that can help you achieve success.
Take a look at those names to see how they relate to successful sales:
A top salesperson needs to be as tough as the Russian president,
as persuasive as the American president,
as diplomatic as the French president,
as honest as the pope,
as organized as the German chancellor,
and as confident as the Queen of England.
Where focus goes,
And if you don’t take the time
to focus on what matters,
then you’re living a life of someone else’s design. — Tony Robbins
CUSTOMERS NEVER CHANGE MY THOUGHTS
Success comes when you do what you love to do,
and commit to being the best in your field. — Brian Tracy
Sales coach Howard Bonnell,
former director of training management of the World Encyclopedia project,
now a consultant and sales trainer
for many different companies shared with me This idea.
One day, as Howard was doing the final part
of a presentation for a World Book sales representative,
the customer said:
– Mr. Bonnel, I want to tell you something.
I really want to buy these books too,
we need them
and my kids will definitely learn a lot from them.
Fifteen years ago, however,
when my wife and I first got married,
I made a “solid” statement that I would never buy anything
but our house on credit.
I have kept my word for the past fifteen years.
I’m sure all of us have met such customers
who always pay for everything in cash.
Even in the case that they only have
to borrow 50 cents to travel around the world,
they still decide to stay at home.
In this case,
the customer was not to the point of “smooth”
but his pride seemed to have been shaken.
Howard Bonnell had no intention of making
that client change his mind
because he knew it was impossible.
The more you try,
the more Howard will fail
because this is a fairly conservative person.
When you begin to think and grow rich,
you will observe that riches begin with a state of mind,
with definiteness of purpose,
with little or no hard work. — Napoleon Hill
STRATEGY TO REMOVE “HARD THINKING”
Everything you think, say,
and do needs to become intentional
and aligned with your purpose, your values,
and your goals.— Jack Canfield
What Howard had to do was get the client
to let go of his rigid thinking
and make a new decision.
He looked at the customer and said:
– Sir, allow me to ask you a question.
If I could give you a way to get your book,
World Book now without paying cash, are you interested?
The man asked:
– Would you say try it?
– This is very simple, sir!
Then Howard turned to the client’s wife and said:
“Madam, as far as I understand,
you don’t promise anything like your husband, do you, ma’am?”
– No, I don’t promise anything.
Then Howard turned to the husband again:
– Sir, is it okay if I talk to your wife about the problem
that you are worried about?
– You can discuss anything with my wife.
In fact, the customer was delighted
to be freed from his rigid thinking.
It was important that Howard kept him from losing face.
The man realized he needed to buy the encyclopedia
but if Howard wasn’t “wise” enough to save his face
and make him feel comfortable making purchasing decisions,
he would surely don’t buy them.
Most sales processes are simply figuring out how
to get customers to buy your product.
Howard cleverly recognized the client’s obstacle
as a matter of emotion and irrationality.
To make this sale,
Howard had to influence his emotions.
Logically, it makes no difference
whether this guest or his wife signs the contract.
this customer bought with a good mood,
because his wife was the one to sign the contract.
Note that this man buys for the sake of the children
and that it is his wife who does this,
There are many strategies involved in using creativity.
Show your customers the emotional
and logical benefits of your product
and find a way to get them to make a decision.
I want to emphasize one thing,
rarely does a phone call or customer meeting go
as smoothly or as accurately as planned.
However, if you are guided in advance
and prepared for information and knowledge,
your creativity will be maximized.
You will make more sales,
your sales career will grow faster
and be more successful.
Your ability to discipline yourself to set clear goals,
and then to work toward them every day,
will do more to guarantee your success
than any other single factor. — Brian Tracy
APPLYING CREATIVITY IN THE USE OF TIME
The meeting of preparation
with opportunity generates the offspring we call luck. — Tony Robbins
One of the most creative,
dedicated and time-efficient sales professionals
The best fruit I’ve ever known is Hal Krause.
When he founded American Salesmasters,
Hal had two main goals.
Hal’s first goal is to make the company the best
and largest sales training organization in the world.
Hal not only achieved this goal,
but American Sales masters was also awarded the prestigious President’s E. Award,
an award given to some of the top exporting companies.
In addition, I would also like to emphasize
what I said in chapter 12 about sales and freelance businesses.
While in college,
Hal sold household items such as beds
and wardrobes for single girls
and raised a considerable amount of money.
He used this capital to build a successful business
based on some of the principles
that have made America great today.
He truly is the embodiment of American aspirations.
Hal’s second goal is to sell the company he founded and to “retire”
before the age of forty.
He accomplished this goal three weeks before his fortieth birthday.
Hal later worked as a member of the Republican National Committee
for Republicans in Colorado,
covering business interests,
and giving financial presentations around the world.
Thanks to her hard work, creativity,
and effective time management,
Hal has achieved great success.
The ladder of success is never crowded at the top. — Napoleon Hill
STRATEGY “MACKING TIME”
No man can become a permanent success
without taking others along with him. — Napoleon Hill
When he was president of American Salesmasters,
during a plane transit in a big city,
Hal enlisted a visit with the head of a large insurance company
whose headquarters were located near that airport.
He handed the receptionist his business card and said:
– I’m waiting in transit and I don’t have an appointment,
but if possible, allow me to see the president.
This company has an internal conversation system installed,
so after listening to Hal,
the receptionist called the president
and said that there was Mr. Hal Krause
of American Salesmasters who wanted to meet.
Forgetting that what he said could be overheard,
the president angrily said into the phone,
“Tell that guy I’m busy and I only work
with people who have an appointment.”
Both Hal and the receptionist heard that answer
and she was very confused.
Hal just smiled and asked her to press the button
so he could answer her president directly.
– Sir, my name is Hal Krause.
May I ask you a question, sir?
The president replied:
– Okay, just ask.
– In the company training program,
do you train your salespeople that:
when they have an hour to spare
make the most of that time by making deals?
After a moment of silence,
the president said:
– Mr. Krause, since you asked the right question,
I wanted to talk to you.
I invite you to my office.
Hal used the time effectively.
He laid the groundwork in this first meeting,
and a follow-up would land him a substantial order.
Activity without purpose is the drain of your life. — Tony Robbins
“ASK QUESTIONS” STRATEGY
You have to put in many, many,
many tiny efforts that nobody sees or appreciates
before you achieve anything worthwhile. — Brian Tracy
Mike Bhag, who works with the sponsor of the Dale Carnegie courses in the UK,
listened to Hal Krause’s example on cassette.
Here are Hal’s words that Mike used in his work:
It was 1 hour 40 minutes.
It was a hot Friday afternoon.
I drove into town for an appointment at 2 o’clock.
With 20 minutes to go until my appointment,
I decided to turn that time into more productive time.
I saw a very large car show and I walked in.
I asked the salesman:
– Excuse me, is your boss in there?
– No, sir.
Undeterred, I continued:
– Do you know where he is?
– He’s in the building across the street, sir.
I went to that building,
told the receptionist:
– Excuse me, is your boss here?
– Yes, sir! He’s in the office right in front of you.
The boss was having a meeting with the sales manager
and overheard my conversation with the front desk person.
As I walked in, he looked at me closely.
After introducing myself,
I get straight to the point:
– As the CEO of this company,
you are probably always looking for ways
to increase sales, right?
I didn’t have a chance to say anything more
because he immediately interrupted me:
– Young man, can’t you see I’m busy?
It’s Friday afternoon, it’s lunchtime!
I’m curious what makes you bother me at this moment?
I confidently say:
– Do you really want to know, sir?
– I’m very curious here.
– I just got here from Reading.
I have an appointment at 2pm
and I arrive 20 minutes early.
I think I should turn that downtime into productive time
with a surprise sale.
Then I lowered my voice and asked slowly:
– Is that what you usually ask your salespeople to do, sir?
He didn’t know what to say,
looked at his sales manager in surprise
and smiled and said to me warmly:
– Sit down, young man.
At the end of that conversation, he
signed up for a training course in sales
and management tactics for his company.
When you start doing what you love to do,
you will never work another day in your life. — Brian Tracy
Chapter 21: USING PICTURES OF WORD IN SELLING
What have you done for yourself this year to create a better life? — Jack Canfield
Most, if not all, salespeople with big ambitions for success are looking for expensive words
and phrases to make their pitch more persuasive.
However, know that you can’t change your self-image
or build a successful sales career just
by overloading customers
with countless product demos
or forcing people
who aren’t potential customers buy something they don’t want,
don’t need and can’t afford.
Once you understand this basic issue,
it’s easier to “forgive” yourself for letting go
of a sales opportunity you thought you could have won.
That will help your mind focus better on the next client meeting.
Any idea, plan, or purpose may be placed in the mind
through repetition of thought. — Napoleon Hill
THE MOST POWERFUL WORDS OF CONSULTATION
Leaders focus on what they can control,
what they have,
and what they want. — Tony Robbins
Let’s take a look at the words that genuine sellers,
selling legitimate products at affordable prices,
use to convince their customers.
A friend of mine, Thom Norman from Scottsdale,
Arizona is one of America’s best sales trainers.
Thom’s forte is telemarketing,
but he also does a lot of research
and research on other ways of selling.
For him, the success of the deal depends a lot on your wording
and that expression cannot be without important words.
The first word is the name of the customer.
This is the smooth, easy-to-listen,
and most liked sound of everyone.
Repeat their name often in conversation
because that is also the link between you
and the customer’s emotions.
Here are some other important words:
– Understanding – Commitment – Easy – New – Safe – Proud – Profitable – Worthy
– Results – Trust – Discover – Fun – Health – Savings – Love – Right
– Truth – Money – Comfort – Necessity – Happiness – Value
– Proven and Yale professors have added five more words to this list, which are:
– Safety – Advantage – Positive – Benefit
Thom also gives a list of terms that are detrimental to salespeople,
– Deal – Bad – Cost – Sold – Contract – Decide – Try
– Sell – Price – Rigid – Pay – Sign – Suffer – Buy
– Failure – Difficulty – Obligation – Offense – Anxiety – Death
– At risk – Liability – Loss
It is clear that there are words that, if added,
will help “soften” the customer’s feelings
and there are also words that make them more indifferent,
even rejecting you. Like Billie Engman,
I really don’t like the word pitch,
and most people prefer the word home over house,
a fine automobile over a nice car. (a nice car).
Customers will find it easier
to accept an agreement than to sign a contract,
and surely many will prefer the word investment to buying.
They will also prefer a monthly deposit
instead of a monthly payment.
Words and phrases that make up vivid pictures can be of great help
to you and your company.
In North Carolina, for example,
highway patrol officers used imaginative
and positive words to write on state traffic signs,
“North Carolina uses radar
to protect you from speeding drivers.”
The message is very clear, isn’t it?
One of the reasons
why I encourage you to record your product presentations (see chapter 5) is
to help you recognize the positives
and negatives of the words
and phrases you have used. use.
You know, one of the things, you know,
that convinces customers, you know,
is the use of the phrase “you know”.
This is hard to imagine, you know,
but some people, you know, use the phrase “you know”
as much as I did in the last two sentences.
Unfortunately, this only confuses the customer even more.
Another phrase that does the same thing is
“Do you know what I mean?”
or “Do you understand what I mean?”.
If you use this phrase too much,
customers will start counting the number of times you repeat it
and your persuasion will definitely suffer significantly.
Of all the words that cause negative effects,
perhaps we should absolutely avoid words that are vulgar,
insensitive and offensive in nature.
One of the fastest ways to destroy a deal is through bad manners.
Action without planning is the cause of all failure.
Action with planning is the cause of all success. — Brian Tracy
EFFICIENCY OF REPEAT
Everything you want is out there waiting for you to ask.
Everything you want also wants you.
But you have to take action to get it. — Jack Canfield
Throughout this book,
I am constantly painting verbal pictures in your mind
(pictures of me buying a new car, buying a new house,
the story of the shoe polish guy,
or his voyage to the Americas. Columbus…).
Another reason I encourage you to read this book over
and over again is to keep your mind at ease
be exposed to my verbal paintings
until it becomes your nature to use them.
In sales, if you want to become a real sales expert,
you must understand
First, remember that your mind thinks in pictures.
For example, if I say “car”,
you will not think of specific characters
but in your mind will appear an image of a car
and maybe it is a very nice car.
If I say “girl”, you will not think of the word “girl”
but you will imagine the image of a very beautiful girl.
If I say “house”, you will not think of the word “house”,
but immediately think of a real house.
Second, if you want to sell more and more products,
services or ideas,
you have to learn how to bring real customers
into the picture you’re painting.
You have to put the customer inside the car
and make him feel its luxury,
comfort or fuel economy.
That picture must also show his satisfaction and delight
when he and his family barbecue on a beautiful spring or summer evening,
or a cool autumn evening in the yard of the house.
you are taking him to see.
The picture must be (a) vibrant
and (b) in the present tense.
Remember that it is not the lawyer
who knows the most law,
but the one who best prepares his case,
who wins. — Napoleon Hill
STRATEGY USING “WORD PICTURES”
As we develop new beliefs about who we are,
our behavior will change
to support the new identity. — Tony Robbins
The New York Times magazine
once ran a story about a New Jersey housewife’s feelings about her home.
This event combined with a great acumen for advertising,
in one day she sold a house
that five real estate agents could not sell in three months.
The story is as follows:
The Lowes decided to sell their two-bedroom house
to buy a bigger house
because it was starting to become too cramped for their growing family.
As usual, realtors put up a few “standard” ads like “Cozy six-room farmhouse
with fireplace, garage, tiled bathroom, water heater,
near Rutgers campus near Rutgers campus.” ,
stadiums, golf courses and elementary schools”.
All of the information is correct
but most people are not attracted to such news,
even if it is the benefits of the product
unless they see the benefits directly related to themselves. .
After those three months,
Mrs. Lowe offered the house herself.
She was anxious to find a buyer
and was confident she could sell her home.
Here is her ad:
We will miss our home
We lived happily in our house,
but two bedrooms were not enough for the whole family,
so we had to move.
If you like a warm atmosphere around the fireplace,
looking at the trees through the wide window on an autumn day,
away from the hustle
and bustle of the city,
or if you prefer a shady yard in the summer ,
or a clear sunset sky on a winter afternoon,
and a space so quiet that the frogs can be heard clearly in the spring,
but still able to enjoy the conveniences
and advantages of the city.
Maybe you will like our house.
We hope so.
We don’t want that roof to be lonely
when the Christmas season is approaching.
The very next day,
six people called her asking for details of the house,
and one of them bought it.
This ad or “sales pitch” paints a beautiful picture of the home
and highlights the benefits Mrs. Lowe’s family has enjoyed as its owners,
but aside from that,
it does more than that.
It ensures that the next owner of the home will enjoy the same beauty,
comfort and benefits.
It paints a picture filled with an atmosphere of happiness,
contentment and security
that the new owners will have with the house.
Mrs. Lowe was actually advertising
for her “home”, not “the house”.
The difference between a “home” and a “nest” is love.
The new owners will certainly feel the love
that her family has for her “home”.
They don’t want to buy a house just to live in it.
They want to invest to have a real life,
a family home.
Yes, indeed every word can have a very different effect, right?
Those word pictures capture all the beauty,
success and traits Mrs. Lowe has tried to convey.
Obviously, almost every picture has a combination of features and benefits,
but all must have the client’s image in it.
As with all other products or services,
the deal will be successful thanks
to the pictures described in words,
especially the pictures drawn in the present tense.
One of the people who used this tactic most effectively was Fred Herman.
To illustrate how to use pictures in words,
Fred told the story below
In one of his lectures:
Fred (to the audience):
– In fact, people don’t buy a product or service,
they buy pictures that depict them using the product
or service in a satisfied and satisfied mood.
I will give you an example.
I need someone with a son of about five
or six years old to come up here for me!
Fred told an attendee who raised his hand:
– How old is your eldest son? Attendees answered:
– Then invite him up here!
What’s your name?
– What about your name?
– Bob, I thank you very much for coming up here to help me.
We’re not talking about insurance or investing,
we’re talking about how Michael went to college.
In the story,
Fred explains that insurance agents will have
to describe his insurance plan
and outline the benefits that customers will enjoy.
Then he told the audience:
– The two of us have just talked about an insurance program
and also discussed the implementation solution.
That plan will give the policyholder a certain amount of money
at some point in the future,
but I would say:
– Bob, since we have been working together for a while,
I understand that your wish is for Michael
to have a happy and full life in the future, right?
Bob would say:
– If so, then my insurance plan will fulfill your wish,
no matter what happens.
Specifically, about eight or nine years from now,
Michael will graduate from college.
Of course he and his wife will come
to the graduation ceremony of the child.
He stepped into the hall,
walking among the bustling sounds of excitement,
a feeling of joy rose within him.
Then all was suddenly silenced
when the voice of the professor running the ceremony rang out.
He also heard the rustle of his robes
and the sound of tassels rubbing against his bachelor’s cap.
He saw his wife smiling brightly,
mixed with tears of joy.
Two people holding hands together,
feeling happiness after long years of efforts,
dreams and hopes.
Then he proudly watched Mike walk up to the podium
to receive his college degree.
He walked between the two rows of chairs,
eyes looking for his parents.
Then he smiled brightly.
He felt the warmth in the boy’s applause,
felt his arms wrap around his shoulders, and he said,
“Dad, I’ll never forget what you did for me to have this day”
That’s what you want, isn’t it, Bob?
Do the sentences above sound too “dramatic”?
It’s true that they won’t work if you,
don’t put yourself in the shoes of the parents.
Please add that this is also a pretty effective tactic
because you have drawn in the customer’s mind the final outcome of the deal.
It also shows that parents also benefit in the present
because they will feel some peace of mind knowing
that their children’s future is secure.
A sense of urgency is the one thing you can develop
that will separate you from everyone else.
When you get a good idea, do it now. — Brian Tracy
STRATEGIES FOR “PREPARED”
The state of mind must be belief,
not mere hope or wish.
Open-mindedness is essential for belief.
Closed minds do not inspire faith,
and belief. — Napoleon Hill
Dr. Emol Fails, a professor at North Carolina State University
has conducted numerous studies
with various Chambers of Commerce.
He convinced them that they needed to organize training sessions
for retailers in the area to help them take advantage
of sales opportunities many of them might otherwise miss.
To prove this point,
Dr. Fails tied his wallet to the back of his car
and dragged it around town for several days until it fell apart.
Then he put his credit cards,
money and even his driver’s license into that wallet.
Next, he went to the store and bought a tie.
He took the wallet out of his pocket
and intentionally dropped it.
Money, credit cards
and driver’s license all fell to the floor.
He tried this at five different stores in a small town.
The salesman helped him pick things up.
Sometimes, they looked down on that tattered wallet,
but no one suggested
to him that besides the tie,
my friend also needed
to buy a new wallet.
The picture that Dr. Fails painted is very clear.
Sales courses are really needed.
Thanks to that picture,
Chamber of Commerce professionals
see the benefits of sales training with merchants
and with the Chamber of Commerce.
I truly believe that with a rich imagination,
you can completely paint such pictures for your clients.
In the case of Dr. Fails,
the preparatory work
(dragging his wallet in the back of his car and visiting five stores)
to convince the Chamber of Commerce professionals was ten times
as much as preparing for a meeting.
Remove regular customers.
This reinforces the following statement by Abraham Lincoln:
“If I had nine hours to chop down a tree,
I would spend six hours sharpening my ax.”
Selling is not easy at all,
but a good preparation will make it smoother and so,
you will be rewarded more.
This is true under all circumstances
and in any profession,
whether as a doctor,
A probationary lawyer must spend thousands of hours researching,
and preparing well for the one hour he defends in court.
The famous racehorse Nashua won more
than a million dollars in prizes in less than an hour,
but he also had to spend hundreds of hours training
to be the fastest in all weather
and conditions racetrack terrain.
You probably already understand,
when you train carefully
and thoroughly for a successful close
of a deal like a professional soccer player preparing
for a match or a boxer preparing for a boxing match.
In the near future (it’s not even the finale yet),
you’ll see significant advances in
both regular customer meetings and closing meetings
something many in the sales profession do not be achieved.
Set high standards for yourself
and don’t settle for anything less.
You are the best judge of yourself
and your capabilities. — Tony Robbins
STRATEGY TO HIT “FEAR”
It takes more than a college degree
to make one a person of education.
Any person who is educated is one
who has learned to get whatever he wants in life
without violating the rights of others. — Napoleon Hill
Fred Herman was the man who used one of the fastest
and most effective verbal paintings I have ever known.
He conducted a training program for employees working
at the service stations of a large oil and gas company.
Fred’s biggest goal was to teach the waiters how to sell more oil.
(In those days, the service stations had to do their best
to increase the amount of oil sold.)
When the valet opened the lid and checked the oil,
Fred directed him to the driver and said,
“You need to fill up six liters of oil.”
Fred calls it fear-based motivation.
That statement paints a very clear picture, doesn’t it?
It is easy to imagine the fear that pops up in the customer’s mind,
because when the service staff asks:
“You need to pour 6 liters of oil”,
the owner immediately thinks of a rather serious problem.
According to Fred’s prediction,
the owner of the car will open the door
and immediately ask:
“What do you mean,
up to 6 liters of engine oil?”.
At that time, the service worker needs to calmly answer:
“The oil in your car is terrible,
you need to change it all before it destroys the engine.
This takes less than a minute,
and then you can be on your way again.”
The last sentence is another picture, isn’t it?
Opportunity often comes disguised in the form of misfortune,
or temporary defeat. — Napoleon Hill
IMPROVING THE BENEFITS OF THE PRODUCTS IN YOUR PICTURE
Offer your customers a long-term relationship,
then do everything possible to build and maintain it. — Brian Tracy
Your picture should have images of customers using
and enjoying the benefits of your product or service.
Every year, more than 5 million 1/4-inch drills are sold,
but what buyers really want is a 1/4-inch diameter hole.
Every year, people use billions
of dollars to buy cosmetics,
but no one wants to buy a lipstick,
or makeup brush…
what they want is a glamorous,
They want to be more beautiful.
When you look at the advertisements on TV,
you will hear the verbal pictures
and see a real different picture depicting the user enjoying the benefits
that the product will bring.
Keep in mind the pictures
I have drawn in this book and on your second
or even third reading you should also jot down/annotate your ideas.
What you’re selling isn’t the products themselves – it’s their benefits.
Thom Norman chose to paint pictures
with words through letters.
He instructs his students to write letters
to their customers after a sale is completed
(the very night of the sale
or the very next day at the latest).
That’s after-sales work,
something that often goes unnoticed
even in sales training programs.
This is really important because after a successful deal,
you need to keep that customer for a long time.
According to Thom,
the letters had to be handwritten.
You can use company envelopes, but
It is important that you personally fill in the address
and stamp on the envelope,
because that will be more personal than stamping by machine.
The body of the letter could be:
“My sincerest thanks for yesterday
(or today, depending on the date you write)
you gave me your precious time
and for your trust in me.
I would be happy to visit you
and your family.
I am happy to know
that you are now receiving the benefits
of our products and services
and that you are completely satisfied with them.
I will continue to contact you in the near future to see
if I can be of further assistance to you.
During that time, if you need or want any assistance,
please do not hesitate to contact me.”
The above letter has drawn a lot of images
and created a positive impact on customers,
assuring them that their purchasing decision
is completely right, namely:
Thank you for your kind welcome.
I am very happy to visit you.
I am very proud of you.
You will surely be satisfied
with the benefits brought by the product.
I am always available if you need any assistance.
Thom is painting a picture of a salesman
who always cares
and appreciates the deal he has reached with a customer.
and always ready to solve their arising needs.
That’s the way to sell more
and to build a sustainable sales career.
Your life only gets better when you get better,
and you can improve yourself without limit.
Learn something new every day. — Brian Tracy