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Brian Tracy! Sales techniques

I believe that when you are focused on benefiting others from providing your excellent product or service, you will not stop thinking about how to bring your product or service to life, reach more people, so that more people benefit. Then you’ll want to find out why some people are so successful at selling, while others aren’t. Brian Tracy’s book Sales Techniques that you hold in your hand will help answer this question.

Readers might say, “I’m not a salesperson, so I don’t need to read books on sales?” In order to get hired, we “sell” to employers what they are looking for: our skills and qualifications, to do the job they ask for. To get support from our superiors, colleagues, and employees, we need to “sell” our ideas and plans to them. If no one needs what we have: knowledge, skills, work attitude; if we don’t need cooperation from others, then we don’t need to “sell”. Are you sure you don’t need to “sell”?

To be a great sales professional, the #1 rule Brian Tracy wants you to keep in mind is the Pareto Principle: 80% of sales are generated by 20% of salespeople. Does this make you determined to do whatever you can to get into the top 20% of salespeople? If you’re determined, each chapter outlines the principles, ideas, and tools to help you achieve that goal.

The first reason why some people are more successful than others is that they are fully aware of who they are, what they want, and what exactly they will have to do to get there. Chapters like “Personal Management Skills”, “Insight into the Product”, “Analysis of Competitors”, “Building a Competitive Advantage” will help you identify these. Subsequent chapters have exercises just for you, read, reflect, and complete each exercise, you will surely be surprised at the amount of useful information you receive. Don’t just skim the book. Read and practice it every day, in every trade you make!

With many years of experience in introducing, selling, and implementing Crestcom International’s Bullet Proof Manager senior management training program in Vietnam, we found Brian Tracy’s book Sales Techniques to offer. Countless practical ideas help us focus and succeed in bringing the program to many leaders and managers in Vietnam. We believe that you will also benefit greatly from reading and applying the sales ideas in this book.

Good luck!

I fell in love with business when I was 10 years old, when I tried to sell Rosamel beauty soap to make money to attend YMCA summer camp that year. From that moment on, I started researching, reading books and trying to learn more about sales because I wanted to be successful in business just like anyone.

Since starting my own business, I have always wondered, “Why are some salespeople more successful than others?”

Why is it easier for some salespeople to make more money, in less time, resulting in more sales? Why are they more successful, living more affluently with houses, cars, nice clothes and the fulfillment they get from their jobs while the vast majority of salespeople are inefficient and unsuccessful? Work as desired?

Rule number 1

Then I discovered the famous 80/20 principle commonly known as the Pareto Principle. This principle states that 80% of sales are generated by 20% of salespeople. This means that the remaining 20% ​​of sales are generated by 80% of salespeople. Once I grasped this principle, I decided: Do whatever it takes to get into this top 20% of salespeople, and I did.

A few years ago, a large insurance company with thousands of agents decided to test the validity of the 80/20 rule in terms of revenue and sales. The company ran aggregated data regarding sales and earnings from all of its sales agents on one computer and found the principle to be very accurate. 20% of dealers generated 80% of the revenue. Company executives now wondered what this meant in terms of annual earnings. They found that on average, the top 20% of agents earn about 16 times the income of the remaining 80%. Does this mean that the top 20 percent of dealers are 16 times better, smarter, or better than the 80 percent agents?

The answer is obvious: No one is 16 times better or smarter than another. It’s just that some people, over time, always get a little better in some way.

2 out of the 10 best

They also look at the top 4% of agents (20% of the top 20% of the top 20%) and compare their earnings with the remaining 80%. As it turns out, the top 4% of agents earn 32 times more than agents in the 80%, on average. Taking this one step further, they compared the top 0.8% of agents (20% of the top dealers in the 4% group above) and found that this elite group, on average, had import 50 times 80% of the remaining agents.

In every big city or office, there’s only one person who can earn 50 times (or more) on his own than his colleagues who sell the same product to the same customer segment, in the same area. price, under similar competitive conditions. When the average salesperson, especially in percent-commissioned areas, earns between $30,000 and $40,000 per year, about 10% of the top salespeople in This field makes more than 800,000 dollars a year and some people in that group make millions of dollars.

Give decision because of this huge difference in sales and earnings, every salesperson in every industry should set a goal for himself to be in the top 20% of salespeople in the industry in there. The 20% group always sells better, lives more abundantly despite current market conditions. They always have jobs, are always “desired” by companies and are always most excited about their work.

Why are there such big disparities in sales performance? In The Art of Selling, I’ll share with you the answers I’ve discovered.

Developing advantage one of the most important discoveries about human performance of the twentieth century was that the best individuals in all fields, including sales, were only marginally better than their peers in many areas. certain important edge.

This very small difference in performance is called an “advantage”. The leaders in each field equip themselves with advantages in that field, and as a result, achieve impressive performance and results.

I like to compare this to a horse race. In a horse race, the horse that finishes first wins about 10 times as much as the horse that comes closest to it. Will the winning horse run 10 times faster than the runner-up? Or does the first horse run 10 times faster than the last one? The answer is of course no. The winning horse ran slightly faster than the second-placed horse. In the photo taken when the two horses crossed the finish line, they were only separated by a very small distance estimated at only 8 cm.

The salesperson who closes the order for the company will get 100% of the revenue and the entire commission. Is that salesperson twice as good at closing orders as the salesperson who can’t? Whatever the circumstances, the difference between people

The people who do the best and the worst are very small, both in terms of skills and abilities. The person making $250,000 a year in sales isn’t 10 times as smart, talented, or hard-working as a colleague who makes $25,000 a year when they both sell the same product.

Intelligence is not the key in a study done in New York a few years ago, researchers randomly selected 1,000 adults and measured their intelligence quotient (IQ). This study found that the difference between the person with the highest IQ and the person with the lowest IQ was 2.5 times. However, the top earner in the group, not necessarily the one with the highest IQ, earns 100 times as much as the lowest earner in this sample group each year. The conclusion is simple: Natural talent or ability is not the key to great success. Everyone has natural talents and abilities, but your success will only be determined by what you do with that natural talent and ability.

Magic touch top salespeople were analyzed extensively to find out how they think and behave. These studies show that the highest earning salespeople easily have friendly relationships with a wide range of customers and prospects. They quickly build relationships and high trust in the sales process. In fact, personal factors account for 80% of the success of each deal.

More than any other factor, effective communication is primarily based on the salesperson’s self-perception and self-esteem. There seems to be a direct relationship between self-esteem and sales success. Salespeople who love and respect themselves often value their customers as well. In turn, these customers also have sympathy and respect for them and are more receptive to suggestions about their products or services.

The feeling of victory

Psychologists use the term “performance-based self-esteem” to explain the relationship between self-esteem and personal performance. The conclusion is simple: The more you love yourself, the better at your job; The better you do your job, the more you love yourself. These two factors complement and interact with each other. The more successful you are, the more “winner” you feel. The more you enjoy this feeling of victory, the harder you work; Meet more people and get better sales results.

In the pages that follow, I’ll provide you with a series of specific methods, techniques, and strategies that you can use to dramatically improve your performance. This improvement in performance will naturally make you appreciate and respect yourself more, thereby pushing your performance level higher. You will be caught in a spiral of personal success and power that can take you to the top of your field. What are you waiting for, get started right now!


Chapter 1. Mastering the Basics

When Vince Lombardi was brought in from the New York Giants to take over at the Green Bay Packers in Wisconsin, the team had a mixed record for several years.

When asked if he would change or do anything differently to bring his team to the finals, he stated impressively, “We are not going to do anything transient. ; we just need to be the best runner, kick, pass and catch team in the National Football League. We will strive to master the most basic skills.”

He continued, “We will play every game so beautifully and efficiently that even if the other team knew what we were going to do, they wouldn’t be able to stop us.”

Good salespeople are those who, first, must understand the basics of successful sales and then, master those basics.

The basics of business success

There are seven key result areas that drive sales performance. Rate yourself from 1 (low) to 10 (high) in each of the seven arrays (listed below). Remember that weakness in any area is enough to prevent you from realizing your true potential in sales.

In fact, the weakest skill is the one that has the most influence on your sales and income levels. Sometimes, just strengthening your weakest core skillset is enough to dramatically increase your sales results.

Here are the “Big Seven”:

1. Exploring potential customers. Find and spend more time with more leads.

2. Build reputation and trust. Take the time to learn and share with potential customers so that they gradually like you, trust you and are willing to share their needs and problems with you.

3. Identify needs. Ask clear, purposeful questions that uncover a potential customer’s real problems, needs, and wants because they’re closely related to what you’re selling.

4. Presentation. Go from common to unique and show potential customers that your product or service is the best option for them at that time out of the options they are considering.

5. Respond to criticisms. Provide reasonable and concise answers to the usual complaints regarding product price and features that most potential customers make.

6. Closing orders and requesting execution. Bring the conversation to the point of satisfactory agreement with a closed order or a signed contract.

7. Keep customers coming back and refer new customers. Provide excellent after-sale service, make customers feel satisfied and come back to buy again and recommend your products/services to their friends.

Add up your score and divide by 7 to get your average performance score today. If your GPA is lower than 5, your sales results are probably below expectations. And the array you scored the lowest on could prevent you from achieving sales success more than any other factor.

Old and new sales models almost all top salespeople use what I call the “new sales model”. It is very different from the old model, which is still included in many companies’ training programs and widely used by many salespeople. Each model, both old and new, has four parts.

The first part of the old model, which accounts for about 10%, starts with the approach pre-exposure. Salespeople meet potential customers and say something like “Hi!” before opening the story with the latest football game or TV show. The salesperson will then go straight to the sales transaction.

The second part of the old model involved a quick “quantification” of the prospect to determine if he or she could buy your product or service. Salespeople have been trained to use supposedly intelligent quantitative questions to ensure that potential customers are likely to use and purchase the product before wasting time on any sales pitch. which goods.

The third part of the old model is to present your product or service as clearly as possible by showing potential customers what your product does and trying to find a way to get them to buy it. Salespeople are taught to talk as much as possible about potential benefits, then respond to customer complaints with a series of intelligent questions and answers.

The final part of the old sales model, which accounts for 40% of the sales process is closing. It is often assumed that effectiveness in sales is primarily concerned with the ability of salespeople to close sales using a variety of techniques.

New customers, new methods today, the old way of selling is no longer effective. Customer has changed

They are completely ignorant of their knowledge and complexity, and successful salespeople, the top 20% of salespeople, know how to sell to customers the way they want to be served.

The new sales model is in the form of an inverted pyramid, with the bottom of the pyramid rotating upwards and the top of the pyramid at the bottom. This pyramid is divided into four parts. The first part, which makes up 40% of the sales conversation, is purely about building trust. Trust is the most important factor in shaping purchasing decisions and in any relationship.

The second part of the new model, which accounts for 30%, is to accurately identify the needs of the potential customer. Take the time to ask a series of well-prepared and clear questions, potentially allowing you to get a clear picture of your customer’s situation before you even mention or discuss the product or service. your.

The next 20% of the new model is where you present your product or service. Based on what the customer has said, you let the customer know that your product or service can satisfy their need, which has been clearly identified in your conversation with the customer up to this point. that, how.

The last 10% of the new sales model is asking the customer to make a buying decision, confirming that what you are offering is what the customer needs and wants, and inviting the customer to make an immediate decision in that day. The more time you spend building trust, the easier it will be to present an effective presentation and close or confirm a final deal.

Selling relationship this new model is based on what we call “relationship selling”. The key to success in sales today is developing high-quality professional business relationships with clients. This model requires you to build a high degree of trust, identify needs carefully and accurately, show customers that your product or service will meet those needs, and then encourage customers to take action and close the deal.

Throughout this book, we will talk about selling relationships.

We’ll constantly revisit these two topics:

1) the importance of building trusting relationships,

and 2) the importance of becoming fluent in the basics.

The starting point to becoming the best in your field, moving up to the top 20% or even the top 10% of your business is identifying the critical skills needed to get there, level of excellence in sales, and then determine what you must do to achieve that excellence.



1. Rate yourself on seven important outcome areas on a 10-point scale and determine which are your strongest or weakest points.

A. My strongest(10-point)

1.I love my job
2. I have good smell
3.  I am handsome
4. I am young
5. I smile at customers
6. I talk sweet to customers
7. I make customers feel friendly, comfortable and happy in shop
8. Customers buy beers, give me big tips
9. My wife motivates me
10. I do for my love wife

A. My weakest (10-point)

1. I am a small cashier
2. I have to follow system
3. I can not choose goods for sell
4. I can not choose my customers
5. I need to learn skills of the best sale
6. I need to have some subsidiaries
7. I need to have authorization as boss
8. I don’t have any sale campaign
9. I work for 12 hours daily
10. I work by shift

2. Choose an important skill area where you are weak and work to improve it every day.

I make customers feel friendly, comfortable and happy in shop


Chapter 2. Always Enthusiastic

The 80/20 principle is very successfully applied in sales. Much of your success – 80% or more – will be determined by your attitude, personality and motivation.

It is said that the key element in a sales conversation is “the ability to convey enthusiasm”. A transaction occurs when you infuse your own enthusiasm and beliefs about the value of your product or service into the mind of the customer. Like an electric line, when sparks of enthusiasm are passed from you to the customer, the transaction is made.

Enthusiasm is the key to establishing good customer relationships and closing deals. You need to be confident about yourself, your product, and your company in order to pass that belief on to others. This enthusiasm is something you can work on to improve, just like physical exercise, no one is born with toned muscles.

Always keep your energy high there are a number of techniques you can use every day to develop and maintain your sales enthusiasm and enthusiasm.

Have positive expectations

This is one of the biggest motivators. Your expectations will govern your attitude. And your attitude determines how you treat others and how they respond to you.

Build an attitude of positive expectations by always hoping to do well. Hopefully every person you talk to will be a potential customer. Hope everyone will like you and welcome your presentation.

Be confident that you have the ability to become the top salesperson in your field.

Motivate yourself with positive thoughts

Always motivate yourself in a positive way. 95% of your emotions are determined by how you continuously motivate yourself. Successful people make it a habit of filling their minds with positive affirmations for the way they want to be and the goals they want to achieve.

Successful salespeople love their job. They believe in their product or service. They engage with the company and their customers. As a result, they continue to reinforce these commitments in their minds and combat negative experiences by constantly telling themselves, “I love my job!”

Apply positive visualization techniques

Always cultivate your mind with clear images of the kind of person you want to be, do what you want to do. “You get what you see.”

In sports and sales, regular practice of “mental rehearsals” is a powerful tool that you can use to stay positive and motivated, and to be productive throughout the day. In a mental rehearsal, close your eyes and picture yourself as the best salesperson you can imagine.

Every time you rewind this image in your mind, it is accepted by your subconscious mind as a command. When you are in a real sales situation, your subconscious will give you energy, enthusiasm, and a positive attitude that matches your mental image. This technique can help you more than anything else for business success.

Use positive “spiritual food”

You know that if you eat healthy, eat nutritious foods, you will have more energy and have a productive day. Likewise, when you feed your mind with positive mental food, what we call mental protein, you will always think more clearly and coherently throughout the day.

Here are three things you can do to improve your mind, feel more confident about yourself, and accelerate faster to get into the top 20% of salespeople soon:

1. Read for about 30 to 60 minutes a day. Reading helps both mind and body get “exercise”. Pick the best business books you can get your hands on and spend about an hour each morning reading and contemplating the sales methods, strategies, and techniques that have been developed. Read sales newsletters, articles, and magazines.

2. Listen to educational CDs and audiobooks. You can use your phone to listen and learn more as you drive to appointments. Turn your car into a “mobile classroom”. As Zig Ziglar once said, “Enroll in mobile college and dedicate it full-time for the rest of your career.”

3. Attend all seminars if possible. Today, you can spend time attending four seminars a year, which equates to about once every three months. Sit in the front row and take full notes. Talk to the instructor or speaker and don’t forget to ask questions. Take the time to meet with other attendees and ask them what they found most important about the workshop.

When returning from a conference, review all your notes, ideally is weekly for the first month. Think continuously about specific actions you can take to implement the ideas you’ve just learned. Turn the workshop into an enriching and rewarding experience for your career.

Surround yourself with positive people

The people you get close to have a huge influence on your thoughts and feelings. For this reason, stick with the winners. Surround yourself with positive people who are on the way to success in their careers. As Zig Ziglar once said, “You can’t spread your wings with eagles if you keep joining the turkeys.”

One of my students told me about his journey from the bottom to the top of the sales force. When he started out as a novice salesman, he often mingled with other novice salespeople who spent most of their time sitting in the office counting business cards and talking. about what they plan to do.

He noticed that top salespeople were rarely in the office, and if they were, they were busy making phone calls and preparing presentations. So he made a life-changing job. He met with one of the top salespeople and asked for advice on time management.

The top salesman was surprised at his request because it was so rare, he showed him how to manage his time every day. The new salesman did exactly what the top salesman was doing and within a week he noticed that his operations and sales results had improved dramatically.

Then he started asking other top salespeople to advise him on what programs he should listen to, what he should read and what to say in a pitch, and so on. In any situation, the top salespeople are dedicated to helping him. Not surprisingly, within six months, he also became one of the top salespeople. Now, he is making friends with the top people in his company. They meet regularly to share ways to improve sales. Within a year, he was one of the top salespeople at the company and kept rising.

Become an expert in your field

Research your products and services carefully; Read your brochures carefully from start to finish. Equip yourself with the knowledge of what you’re selling to confidently present even if you don’t have any sales documents.

Research your company and industry. Research your competitors. Understand the product or service they sell and how what you sell is different and superior to their product or service. The more you know your products, services, competitors, and your market in general, the more confident you will be in yourself and the more respected your customers will be.

Be serious about your work

Remember, as a professional salesperson, you are part of an industry. As you move up the ladder in your field, you can earn more than a doctor, dentist, architect, or engineer who spends years studying and studying. practice in the university classroom.

The most senior professionals in their fields invest a lot of time keeping up with what’s happening in their industry. They are very serious about their work. They seek to stand out, better than their competitors. They want to be known as the leader of the field. Above all, professionals are committed to doing their best, do their best to improve efficiency, always strive to get better. You should do the same as them.



1. From today, consider personal development as a lifelong job. Start buying books on sales and spend time reading one chapter a day, from now on, for the rest of your sales career.

2. Say these words:

I love myself and my job!

I love myself and my job!

I love myself and my job!

I love myself and my job!

I love myself and my job!

Repeat this sentence over and over again throughout the day, saying it to yourself as soon as you wake up and whenever you have a problem or frustration.


Chapter 3. Personal Management Skills: The Inner Game

To get into the top 20% of your field, then the 10%, then the 5%, and even the 1%—the big money—you have to make everything work for you. Today’s business world, in any field, with any product or service, is much more competitive than before. Your goal is to win this race.

I like to use clear words to describe success. In my opinion, clarity accounts for 95% of your success and achievement in whatever you strive to do, both in your personal life and in your business career.

The primary reason why some people are more successful than others is that they are fully aware of who they are, what they want, and what exactly they must do to get there. Clarity requires constant thinking and reflection. As Thomas Edison once said, “The hardest thing in the world is thinking, that’s why most people never do it.

Set big goals for yourself

Start by setting clear monthly and yearly personal income goals for yourself. How much do you want to earn per month? How much do you want to earn per year? Those are your goals. Everything you do should aim to reach or exceed these goals.

One of my sales students was quite successful. However, she sets a goal to double her income in the next year. Then she started figuring out all the things she could do to sell and earn double. A friend of hers advised that the simplest way to do that is to double the size of each existing order.

That idea never crossed her mind. She began looking around to determine the type of customers who might double-purchase her existing customers. In the following year, she reoriented her entire sales process to sell more and more often to larger, more qualified customers. By the end of the year, her average revenue had doubled from what she had made at the beginning of the year. She still worked the same number of hours, making the same number of sales, but each time selling twice as many as before.

Know your ratio

Once you have determined how much you want to sell and make, you must determine exactly how many sales you need to make to earn that amount.

Here’s a great find: When and where you make personal sales is largely out of your control. But your actions are exactly the opposite. The good news is, by controlling your sales activities, you have indirect control over the sales results.

The three activities that are critical to sales success are: exploration, presentation, and closing the deal.

Start by determining the number of new leads you must contact and talk to every day, every week to get the sales results you want. To become a sales professional, one of the first activities you need to do is keep a record of the exact number of calls you make each day and each week.

Record the number of presentations or face-to-face meetings you make as a result of the exploratory process. For example, let’s say you have to call 20 potential customers to get 5 face-to-face appointments. (This is not an unusual number in a competitive market.)

The next part of the sales process is to follow up and close the deal and then follow up: Let’s say you have to make 20 initial calls to get 5 appointments and you have to give 5 presentations to get the sale. 2 potential customers. On average, from these 2 leads, you will close 1 deal.

Now you have your ratios in place. That’s 20:5:2:1. You have to make 20 initial calls to get a real customer.

Next, calculate the average size of each deal and the average commission or personal income per sale. With these numbers, you have enough basis to define clear goals to aim for.

Your next strategy, first of all, is to maintain a steady stream of new customers. Make sure you continually grow your “sales system” with a steady stream of new leads. Second, always strive to improve, perfect each important stage including exploration, presentation and closing.

Call more leads and categorize them faster. Deliver more engaging and effective presentations. Track and close more deals. Raise your rate in every process.

Set your priorities

Personal management is essentially just the ability to set your priorities and stick to them. Don’t forget to use the 80/20 rule.

Remember that 80% of your results will come from 20% of your activities. Let’s focus on the effective use of the moment your time.

If clarity is the first keyword to personal success, focus should be the second. Be results-oriented instead of action-oriented. Focus on the results you want to achieve, and of those results, focus on the ones that matter most.

Develop a sense of urgency and distinguish priorities from different actions. A sense of urgency is one of the rarest qualities in business, or in any field. Every top salesperson possesses a sense of urgency. Act quickly whenever you have an idea or opportunity. Sometimes just a few minutes can make the big difference between a successful and a failed deal.

Always say to yourself, “Why am I getting paid?”

The truth is that you get paid to… sell. Your job is to find leads, give presentations and close deals. And in the end, that work has to always deliver sales results – always. Always ask yourself the magic question: “Is what I am doing right now leading to a deal?”

If what you’re doing right now isn’t leading to a deal, stop immediately and start doing things that can bring in sales instead of merely relieving stress. You are the president of your own Professional Sales Corporation.

You are responsible for your own career. You are responsible for everything you are and everything you do. Don’t make yourself a “talker, do little”.



1. From today, accurately record your sales activities.

How many calls do you make per day?


How many customers do you see each day?


How many deals do you make per day or per week?


How much do you make in each sale deal?


2. Set priorities in your work and always ask yourself

“What is the best use of my time right now?”

If I have customers I sell goods, If I don’t have any customer, I read business and investment books.


Chapter 4. Personal Management Skills: The Outside Game

High-earning salespeople in every field often follow a certain set of habits and activities. One of the most important rules in life is that, if you follow what the most successful people do, you will soon enjoy the results and rewards they get.

In every field, the foundational skills for success begin with learning and following what the leaders in the field do. This advice applies to sports, music, entertainment and especially sales and business. Once you’ve mastered the basics and achieved a certain level of personal and financial success, you can begin to develop and use your own methods and techniques. But first, learn from and follow the leaders in your field.

Start your day early

The first habit you should form is to get up and start your day early. A recent study of the highest-earning Americans found that, with few exceptions, they all got up before six in the morning. They form certain habits and stick to them every day, such as exercising, meditating, reading something educational or inspirational, dressing well, planning their day on paper, and start the day early.

A good habit to follow is to have your first meeting at eight o’clock in the morning or earlier. Many top salespeople invite a busy prospect to join them for breakfast at a restaurant or coffee shop near the customer’s office. Since very few people have ever been invited out to breakfast, most people will accept that invitation. Just 60 minutes of sitting together in the morning also helps you create the foundation for a long-term business relationship.

When will you work?

According to various studies from 1928 to present, an average salesperson works only about 90 minutes per day. The rest of the time is spent warming up, getting ready, chatting with co-workers, checking e-mail, reading the newspaper, drinking coffee, and more. But by the end of the day, the average salesperson only spent 90 minutes working.

Increase “face-to-face time”

You only work when you meet your potential customers face-to-face. We call this “face-to-face time”. Only face-to-face with a potential customer will you have a chance to close the deal. And because your job involves making transactions, when you’re not in direct contact with customers, you’re not working.

Do you want to double your income? Very simple. Double the time you spend face-to-face with your customers and prospects. Use personal organization and time management skills to spend more time meeting potential customers face-to-face. If you double the amount of time you spend in face-to-face meetings with potential customers, you’ll, on average, double your sales and income.

Sell ​​more things

Sometimes, I ask my clients, “What motivates you to get out of bed every morning?”

After a bit of thought, they finally agreed that the reason they woke up every morning was to make more money.

I call it “the MMM theory of sales.” The reason you get out of bed and go to work every morning is to make more money (Make More Money (MMM).

And how do you make more money in the business? The answer is to sell more stuff (Sell More Stuff – SMS).

Your mission is to “make more money” by “selling more things”. By this definition, you only work when you are selling more. And what are the three components of selling more? They are “exploration, presentation and closing”.

“So, by your own definition, you’re just working on exploratory, presentation and closing the deal. You are only dealing face-to-face with people who can and will buy or pay within a reasonable amount of time. Anything else you can do during the day is a relative waste of time. Do those things as little as possible.

Make the most of every minute

Top people in every field, including sales, count their time in minutes instead of hours or half an hour. Low-income unsuccessful people count their time by the hour, day, or even week.

Appreciate every minute, especially during “critical times outside,” when meeting with clients. Allocate your time in 10-minute increments. When you control every minute well, then every hour will fall into place.

Focus your energy

If the first word for sales success is clear, the second word is focused, then the third word is even more focused. Be completely clear about what you’re trying to do, focus hard on it, and focus more on that it until it is completed. Develop those three elements into habits, and you will be more successful next year than many people achieve in five or ten years.

Against distractions

Today, most people suffer from the “attraction of distractions”. They are so busy with smartphones, tablets, e-mails, and calls that they are constantly distracted from the essentially unchanging process of prospecting, presenting, and closing deals. They are constantly thrown out of their game by social media and other disruptions.

There’s a simple formula for success in today’s high-tech world: Put everything down. Or better yet, turn everything off. Put your smartphone on silent mode. Don’t check your email in the morning. And just check them twice a day. Don’t allow technology to control your life and ruin your future. Turn it on, use it as a communication tool and then turn it off and leave it down.

Reaching further

Improve the quality of your work every day. Always do more than is expected of you. Even exceed your expectations. Always try harder than your competitors, both inside and outside the company. Trying harder is never too much.

“Try again” even if the trade almost fails. To repeat Vince Lombardi’s quote, when you’re tired and bored at the end of the day, give it another shot and try again. Often, one more try, one more call, or one more question can be what turns the situation around.

As a young salesperson, I’ve learned that the biggest sales are always earned at the end of the most grueling day, at the end of the hardest run, with the last person you call.

I find this to be absolutely true, and always has been.

Protect your health

An important part of succeeding in the outside game is taking care of your health. Eat the right foods – foods that can give you strength and energy. Avoid these three foods that are considered “white poison”: salt, sugar, and white flour products. All three of these foods take a lot of energy and reduce your enthusiasm and ability to sell effectively. Instead, eat lots of high-protein foods, which help strengthen your muscles and nourish your brain to help you stay energized and alert for peak performance.


Chapter 5. Deeply Understanding Products

Your level of product knowledge is the foundation of trust, confidence, and sales ability. Without extensive and detailed knowledge of what you are selling, sales success is impossible. The best salespeople know both the ingredients and uses of their products and services and can describe them in detail even when they don’t have the product or service documentation or information on hand. mine.

Make sure no one can ask you a question about your product or service that you can’t answer clearly and convincingly.

When you truly become an expert on your product and understand how your product can help your customers improve their lives or work; when you can clearly and thoroughly answer any questions or concerns a potential customer may have regarding what you are offering; and when it’s clear that you have a deep belief in the goodness and value of what you sell, your reputation will increase.

Know your customers

Once you know both the ingredients and the benefits of your product, the next step is to understand your customers. Instead of trying to call or sell to everyone, you should think carefully about the most likely customers for your products and services.

There are three types of information that you need to learn before you start selling:

1. Personal information. Describe your ideal or perfect prospect. Your age, education, occupation, marital status and experience of using the product or service. These are the fundamental questions that cost more than $8 billion in market research each year in the US. If you want to be in the top group in terms of revenue and income, you must know the personal information of your customers before you intend to target them. This makes it easier for you to categorize leads and non-leads early in the conversation.

2. Consumer psychology. This is perhaps the most important area of ​​business today. It refers to the mindset of your potential customers. What are their fears, hopes, desires, and ambitions? What problem can your product solve for them? What needs does your product meet? What purpose does your product help potential customers achieve? Perhaps the best question of all is “what problem or pain did your product or service help solve or alleviate, for their money?”

3. Ethnology. This is a new area of ​​sales research and is emerging as one of the most influential. It shows exactly how and when customers use your product or service. What role does your product or service play in your customer’s life or work? By showing potential customers that your product or service is a great fit for their daily lives, you make it more appealing and easier for customers to spend.

Identify your competitors

Another part of product knowledge is asking and answering this question: “Who are your competitors?”

Who sells products or services that compete with you? Who are your biggest competitors and who are your next big competitors?

Remember, each customer only has a certain amount of money. Every offer is an attempt to win that money from the customer. So every cost out to get this limited money from the customer is a competition. Ultimately, the customer decides to spend his or her limited funds on a product or service that is more important and desirable to them than any other similar or competing product or service at the time. How can you offer and position your product or service as the best choice at this moment, among so many other considerations?

Customer’s point of view

When thinking about your competition, the next question is?

Why would your customer or prospect buy from your competitor?

What are the benefits your potential customers get from buying from your competitors?

How can you compensate customers for those advantages or benefits?

How can you position your product or service as a superior alternative to the products/services offered by your competitors?

Many salespeople have had great success by regularly asking and answering this question, and then using this information to identify new customers and balance their strengths, neutralizing their buying impulses. customers who are currently buying from their competitors.



1. What are the three most important benefits, results, or achievements a customer can get from purchasing and using your product or service?

  1. Friendly
  2. Comfortable
  3. Happy

2. Three qualities or characteristics, what is the most important of an ideal customer for the product or service you provide?

  1. Give me tips
  2. Laugh
  3. Say thank you


Chapter 6. Analyzing Your Competitors

Sun Vu, a Chinese military strategist, in his book Military Law Sun Tzu, wrote: “Knowing others and knowing me, a hundred battles is not dangerous; don’t know people but only know me, a win and a loss; If you don’t know you don’t know me, every battle is lost.”

Your competitors have a very simple strategy. Every morning, they think about how to get rid of you and every other company that currently offers competing products and services. They are always thinking about how to get their hands on your customers and keep them. They think, talk, plan and strategize regularly to deliver better products and services faster, cheaper, easier and more convenient than you. They are willing to copy your ideas, reduce their costs and even take a loss if necessary to rob your customers. To beat such opponents, you have to think in that direction and take similar actions.

Conduct a SWOT analysis of your competitors. SWOT is an acronym for Strengths, Weaknesses, Opportunities and Threats. Just as a lawyer prepares a lawsuit from the opposing side’s perspective before preparing his counter-argument, you should prepare your marketing strategy by doing thorough research on your competitors. .

Just as a general in command of an army spends most of his time studying the enemy’s formation before coming up with a strategy of his own, you should do the same.

In what ways are your competitors superior to you? What are they doing to attract your potential customers? Why would your potential customer choose to buy from a competitor instead of from you? And how can you offset these advantages?

Identify their strengths and weaknesses

What are the strengths of your competitors? Why is your competitor doing so well in this tough market? What do they offer and how do they deliver them? What areas are they doing well in?

Here’s an important life lesson: Always admire your successful competitors. When you admire your successful competitors and respect them for the smart things they do to attract and retain customers, you are more likely to learn and improve your business processes, so you can run your business even more efficiently than before.

Many business people and many salespeople have the habit of criticizing or disparaging their successful competitors. As a result, they never learned the smart things their competitors were doing to become even more successful. But when you admire your successful competitors and seek to learn from them, you will move much faster in your field.

Next, consider their weaknesses. In what ways are your competitors inferior to you? Why do customers buy from you instead of your competitors?

Do your own research

Here is a very simple dual market research technique that you can use tomorrow morning. First, call back your 10 most recent customers who purchased from you and say, “I just wanted to call you to thank you for deciding to buy from us. We are very impressed. We are doing a market research at our company and would like to ask that you please answer one of our questions. That is: What made you decide to buy from us instead of one of our competitors?”

You will be surprised to find that 8 out of 10 customers who buy from you will give the same reason. You’ll often be even more surprised to find that you didn’t know this reason when selling. Most salespeople at most companies don’t really know why their customers decide to buy from them in the first place and not from anyone else.

With the information gathered from this simple survey of 10 customers, you can focus on the main reasons that encourage people to buy from you. You can then incorporate this information into your sales and promotional and advertising programs.

Call people who are not your customers

Second, call 10 of your most recent non-customers who have decided to buy from your competitor instead of from you. Tell them: “Hi, I’m salesman John. I just wanted to call you and thank you for considering purchasing our product or service. I respect your decision not to choose our products. I hope that you could please let me know how you feel about the advantages and disadvantages regarding our product. Ask for me, what made you decide to buy from our competitor instead of from us?”

Then, quietly listen. Most of the time, customers will give you a single reason why they decide to buy from elsewhere. Whatever their response, thank them again for their valuable time and let them know that you hope to have the opportunity to provide your product or service to them in the near future.


Chapter 7. Building a Competitive Advantage

The most important factor in successful sales is developing a competitive advantage. To be successful in sales, your customers must be convinced that what you offer is superior and more desirable than that of your competition. Differentiation is the key to sales success.

What is your competitive advantage? What makes your product superior to any other similar product in the mind of the customer?

Your excellent side

What is your best aspect? What does your product or service have to offer that makes it the most appealing option out of so many options? What are the main benefits of buying and using your product or service that make it a better choice than any of your competitors’ offers?

The competitive advantage your or your company’s product or service provides is at the heart of all your marketing and sales efforts. That’s what helps you survive and thrive in a competitive market. That is the key to your success. As Peter Drucker said, “If there is no competitive advantage, you must immediately develop one.

If you’re not sure, or if your product doesn’t have a competitive advantage, ask yourself: What could it be? What should it be if you want long-term success?

Unique added value

Michael Porter, the Harvard expert on competitive advantage, once said that you must have a “unique added value” for your customers.

You don’t have to be superior to every competitor. But you do have to offer something special, different, and more valuable to the specific customers you’ve decided to serve.

In what customer segments does your competitive advantage make a real difference? Most products or services have certain advantages, making it a better choice for certain customers. Let’s say you sell Cadillac cars. These Cadillacs have a competitive edge, as they are known luxury cars and a symbol of quality. But you have to ask yourself, “What customer segment does this competitive advantage matter to?”

The desirable qualities of a Cadillac will appeal most to those who can afford to buy and drive luxury cars. Your customer is not a driver of Fords, Chevrolets or Subarus. Your customers are luxury people with high income.

So what is the unique value added that a Cadillac has that makes it a superior option over a BMW, Audi, or Mercedes-Benz?

To secure a leadership position in your field in a competitive market, your product must be different and superior in at least four respects:

1. Your products are of better quality. However, quality is determined by your customer. How do your customers define quality?

2. Your product quickly delivers better results. How does your product or service deliver better results faster than what your competitors offer? Why does it make sense for your client financially or personally? What difference have they made in the customer’s life or work compared to competitors’ products or services?

3. Your product may be cheaper. It can be cheaper than a competitor’s product in terms of cost. It may be cheaper in terms of the lifetime cost of owning the product. If it’s cheaper, what does this mean for your customers, and why is it better for your customers to buy from you at a low price than when buying at a higher price from a competitor?

4. Your product may be easier or more convenient to use. Customers are quite lazy so they always want a product or a service that is easier to use. How easy is your product or service to use? Why is it easier to use? How is it easier to use? What difference has it made in the client’s life or work? If all sales success hinges on your ability to set your product or service apart from those of your competitors, and ensure that it is a more desirable option, your competition will who are you?

Maximize your strengths

All sales success hinges on your ability to set your product or service apart from those of your competitors, and ensure that it is a more desirable option. Who are your competitors? Why do customers buy from your competitors? What advantages do they see? In what ways do they feel your competitor’s product or service is superior to yours?

Especially, honestly, in what ways are your competitors’ products/services better than yours? How can you make up for it?

What advantages do your competitors have, or benefits your customers feel they have? What can you say or do to showcase your product or service to maximize your strengths and highlight weaknesses and gaps in your competitors’ products and services painting?

In many cases, the products and services are similar. Think of restaurants that offer the same food. In this case, by providing better, warmer, friendlier customer service, you will set yourself apart from your competitors. In many cases, especially when a product or service is perceived as a ubiquitous commodity, differentiated and high-quality customer service will be a powerful competitive advantage with customers.

Sometimes, all you need to win a customer is to be superior in a particular area that customers value.

Here’s an exercise for you: On the back of your business card, write 10 to 15 words that give a reason why a customer might be skeptical and understand your market instead from others.

If you can’t write your competitive advantage on the back of a business card, chances are you don’t know what it is, or you’re incapable of emphasizing your competitive advantage in a sales situation.



1. List two reasons why your product or service is better than any of your competitors.

1. Quality

2. Open 24 h per day

2. List two results, benefits, or improvements that your customers will enjoy when they buy your product instead of a similar product from your competitors.

1. Famous

2. Buy any time


Chapter 8. Developing an Effective Sales Strategy

One of the traits of a top salesperson is a long-term mindset. Instead of reacting and dealing with what’s happening around them every day, they take the time to observe their market the way a general views the battlefield.

First, salespeople will become very familiar with their products or services, and how better these products or services can change or improve their lives or work, customers compared to competitors.

Then, top salespeople survey the market to define as clearly and accurately as possible which customers are most likely to buy, use, and enjoy the product or service they offer.

Four pillars of sales strategy

There are four key concepts in a successful sales strategy:

1. Specialized product or service. You may have multiple products or services of different sizes, shapes, and compositions in your marketable portfolio. To be successful, you need to have one or more specialized or superior products or services. You can’t sell everything, so you have to excel at some products and services. What products or services should you focus on?

It’s true that the world around you is full of potential customers, but not all of them are your leads. The second area you need to specialize in is the customer segment you are targeting. You will probably always be most comfortable selling to people like you. They are similar to you in terms of education, background, experience, worldview, even lifestyle and dress. Your ideal customer will of course be someone you feel comfortable talking to and conversely they are also comfortable communicating with you.

You can also focus on a specific geographical area. One of the best salespeople I’ve ever met changed from selling for IBM to selling and leasing commercial real estate. His office is located in a building in the city center. He knows this downtown area well, with commercial real estate concentrated here. Then he found a five-minute walk from his office in any direction. He decided he would only work in the area, which includes hundreds of office buildings with potential tenants, and only deal with clients based within a five-minute walk of his office. With this philosophy and a strong focus on a certain geographic area, he made more than $200,000 in his first year on the job while other salespeople were struggling.

So you can specialize in a type of product or service your company offers, a specific group of customers, or a specific area or area of ​​activity. This is the first step in the process of establishing a sales strategy.

2. Differentiation. Once you’ve identified a specialized product or service, you should look around to pinpoint exactly which potential customers are most likely to buy from you, based on a distinct set of products and services. as well as your superiority.

Each customer makes a purchase decision, a choice among many competing products, often based on a dominant advantage or benefit that he is being persuaded to receive after spending money. Your job is to identify the unique added value or special benefit your product or service can provide to customers, and that specific types of customers value that value enough to choose you as a supplier over your competitors and their wide range of products.

You can differentiate yourself from your competitors based on product knowledge. One of the reasons people buy a product or service is because they believe that the salesperson is an expert in the field that provides that product or service. They are more confident buying from someone who seems to know more about his product or service than another competitor.

You can also differentiate yourself from your competitors on the basis of your superior sales skills. The biggest and best companies have long known that the quality of training they provide to their salespeople will largely determine the success of their salespeople relative to the competition.

3. Market Segmentation. What are the market segments or customer groups that can benefit most from your expertise and differentiation? Describe your ideal or perfect customer. What demographics are they? What is the client’s age, education, job position, marital status and current lifestyle?

Analyze the consumer sentiment of your ideal customer. What are their hopes, fears, desires, problems, goals, and aspirations for the future? Then look for more and more people who have characteristics that match your ideal customer. The clearer you are about the factors relevant to your ideal customer, the more such people you will find and the easier it will be to sell products to them.

4. Concentration. This pillar requires you to be highly focused on selling your products and services only to the customers or groups of customers who can and will buy and pay as soon as possible, and who will appreciate the special features and benefits your product has to offer. Where should you focus your sales energy so you can make more sales, faster and easier today?

Focus on results

Here is an example from my own experience. A friend of mine graduated from college and decided to enter the insurance industry. Once he completed his training and received his practicing certificate, he began making random calls to a wide range of potential clients.

Of course, the most potential customers are those with high, regular income and don’t have a lot of time and knowledge to make the right choices and decisions about life insurance and financial planning. He soon discovered that all the other agents had similar thoughts. As a result, they focus most of their efforts on lawyers, architects, engineers, doctors, dentists, medical professionals and business owners. Because they think, “Let’s fish where there are fish.”

To stand out from the crowd of competitive salespeople, he argued, he had to specialize in a specific group of customers with a particular insurance and financial plan. He opted for life insurance and estate planning, and decided to focus on clients who are doctors, dentists and other health professionals.

After that, he spent time studying medicine to set himself apart from other salespeople. He interviewed doctors, attended medical association seminars, read magazines as well as researched medical literature and finally equipped himself with a complete understanding of the needs and requirements. and the financial problems of doctors.

Build reputation

In about two years, he has built a reputation as the most knowledgeable planner in financial planning, an insurance specialist for medical professionals. He is invited to speak and speak at medical conferences on specific issues facing medical professionals and provides the best ways to organize their finances.

Within five years, he was one of the top insurance agents in the world, earning over a million dollars in commissions a year by specializing, differentiating, categorizing clients then focusing on the main thing. Identify customers who represent the highest potential income group in your business.



1. What products or services do you specialize in and what are the most important benefits a person can get from buying your product or service?

My shop service quality

2. What are the characteristics and qualities of your ideal customer, the person who values ​​and values ​​your specialist products or services the most?

Laugh and happy


Chapter 9. Surveying Potential Customers Like a Pro

Finding people who are intent on buying your product or service is the most important part of the sales process. The ability to effectively engage potential customers find people who want and need your product or service, and are willing to buy and spend money on it in the short term is key to your success. .

Buy results, not products

People don’t buy products or services. They buy outcomes or benefits. They buy the changes or improvements they expect from buying your product or service. Start the lead acquisition process by sitting down and making a list of all the benefits a customer can get by using your product or service in different ways.

If you have a range of benefits, prioritize them and identify the biggest benefit the customer can get. In addition, if your product can offer several benefits, each of which may appeal to its own set of customers.

The next stage in the lead acquisition process is to pinpoint the leads who are most likely to immediately purchase your product or service. This requires you to shape your product or service in one of four different ways.

What problem can you solve?

First, what problem can your product help an ideal customer solve? You look for people who are having problems and they are willing to spend money to help you solve them. You uncover this problem by asking the right questions and listening attentively to the answers.

Problems fall into three categories. The first is that they are obvious and obvious. Customers know they have a problem and know what it is.

The second is not clear. The prospect has a problem but doesn’t know what it is and therefore doesn’t know what to do to solve it. One of the big breakthroughs in modern sales is when you can show your customers that they have a problem they didn’t know they had, and at the same time, effectively solve it.

The third type of problem is the non-existence problem. Often, when you call a potential customer, looking for someone with a problem your product can solve, you find that the customer really doesn’t have a problem. They don’t need what you’re selling. They are still fine.

Finding core needs

Next, you look for potential customers with unmet needs. A need is what stimulates desire and purchase behavior. Many people have a need but don’t know you are selling a product that can fulfill that need. This is often why they respond to your offer with words like, “I’m not interested” or “I don’t have that need right now.”

Exactly what need does your product or service fulfill that your customers are willing to pay for?

Define their goals

The third characteristic of potential customers is that they have an unattainable goal. It could be anything from weight loss to financial independence, higher income or a quick career advancement. What goals can your product or service help customers achieve?

One of the best questioning strategies is to ask customers about their long-term goals. The more clear people are about the goals they want to achieve, the more leads they will become and also more quickly buy what you are offering – as long as your product helps them achieve their goals. in a cost effective manner.

Where do they have problems?

Finally, you look for a potential customer who has trouble, anxiety, or stress that you can help reduce or eliminate. A very simple question like “What keeps you awake at night?” often opens up a wide range of sales opportunities.

In the final analysis, from the time of the ancient Sumerians circa 5,000 BC, customers have only and always bought one thing: improvement.

In what ways can your product or service improve a customer’s life or work? Customers make purchasing decisions in anticipation of how much more improvement they will get after purchasing and using your products than they did before they received them. You must be clear about the benefits or improvements your product or service offers and make it clear to your customers that they are bound to enjoy those benefits or improvements.

Sales for businesses

If you sell to businesses, their needs are simple. They both want to increase sales and profits, while reducing costs. They want to save time or money. They want to improve their business in some way.

Business customers determine the value of your product or service, and the price they are willing to pay, by means of comparisons.

The difference between the price you offer and the financial benefits they will receive from using your product or service. Both must be made clear to your potential customers before they can make a purchase decision.

The good news is that if you ask enough questions and listen carefully to the answers, potential customers will tell you everything they need to know to show that your product is the best choice for them, in the long run, series of considerations.

The “hundreds of calls” method

One of the biggest challenges of prospecting is overcoming the fear of rejection. To overcome this fear, you can use a simple technique. From today you can use what I call the “hundred call method”.

This method forces you to go out immediately and call 100 leads as quickly as possible. The difference here is that you don’t really care whether they buy or not. Focus on the number of leads you can call instead of your sales results.

There seems to be a wonderful balance between desire and reality achieved with every order. When you reach the equilibrium point, the point where you want to sell but don’t particularly care about making a sale, you become the most effective salesperson you can be.

When you apply the hundred-call method to your life and call 100 different people as quickly as you can, you will eventually become completely fearless. You will become immune to any rejection. You will have absolutely no fear of calling anyone at any time. For the rest of your career, you’ll really look forward to attracting leads because you know that every call-to-contact brings you one step closer to sales success.



1. Identify your ideal customers and the problem, need, or goal that drives them to buy from you.

2. From today, double your “face-to-face” time and spend more time each day with potential customers who can and will buy from you within a short period of time to come.


Chapter 10. Assessing the Quality of Your Potential Customers

One of the biggest time-wasters in sales is spending too much time with people who can’t or won’t buy your product or use your service. The ability to clearly assess the quality of your leads from the start of the conversation, even over the phone, can save you huge amounts of time and dramatically increase your income.

Customers today are often overwhelmed by about 5,000 commercial messages a day, with only one message: “Buy my product/service!”

Capture the customer’s attention

The most valuable resource in business is the attention of your customers. To have a chance to successfully sell or score, you have to get past your prospect’s concerns so that they’re willing to listen to you from the start.

Whenever possible, open up your sales conversation with a powerful question that instantly assesses the quality of a lead and captures the person’s attention. Ask a question to which the expected answer is “Yes” to assess whether that person is your potential customer or not.

For example, when selling to businesses, you could open your offer by saying, “Do you want to hear an idea that could help you gain or save a lot of time or money?”

Since business people’s primary concern is to save or gain time or money, this type of question will immediately get their attention. Most of the products or services you sell to a business will somehow provide a financial benefit – a way to increase sales and profits or reduce costs for them.

If you are selling residential real estate, an effective opening question might be, “Are you looking for the perfect home in a quiet neighborhood?”

Because this simple question covers the desires and concerns of 90% of residential real estate buyers, potential customers will most likely respond, “Of course, that’s exactly what it is, we are looking for.”

If you are approaching a sales manager whose income is determined by the success of the sales force, you can use the approach I have used over the years: “Are you interested How can I increase my sales by 20% to 30% in the next 6 to 12 months?”

This question almost always elicits the ideal response: “Of course. What is that?”

If your open-ended question doesn’t elicit a response like “What’s that?”, you must go back and revise your opening question until it elicits that kind of response from a prospect. The potential has been evaluated for quality.

Focus on potential customers

During your first contact with a prospect, focus all of your attention and questions on them. Don’t talk about who you are, what you do, or about your company. Remember, the conversation is aimed at them, not you.

Customer-centered selling is a professional selling method. You are considered a professional salesperson only when talking to your customers about their wants and needs.

Ask the way to success

When you’re looking to attract leads, the more information you generate, the easier it is to evaluate the prospect and close the sale. This is a time when it is very important to ask questions. Your questions should be thought through first and arranged in a logical order, from most general to specific.

Once the prospect responds positively to your open-ended question, you should ask them questions about their business, market and budget, etc. Usually, people will provide you. all this information in exchange for the benefits you promised to give them in the opening question.

Cold-calling strategy

When you’re randomly calling or calling a potential customer for the first time, it’s a good idea to use the “simplest possible” strategy.

This means, at the very least, that you should carry a simple brochure instead of a briefcase full of brochures or samples. If a potential customer is interested and eager to hear about a product or service, you can always go back to your car to pick up what you need and bring it in. But when you walk in without your serious briefcase, you reduce the initial stress of the sale and make the prospect more relaxed and open to you.

On the first call, don’t try to make a sale. Focus on gathering information. Unless you’re selling a product that’s inexpensive and doesn’t require a lot of thought, you’ll want to interview potential customers and ask questions. Don’t forget to take notes and tell them you’ll see them again if you think you have some ideas that might help them. Focus on building relationships and showing your friendliness, humor, and sociability.

The more comfortable your potential customers feel, the more open they will be to you, and the more likely you will get orders in the long run.

Identify key benefits

For each customer, there is a dominant interest that excites them to buy your product or service. At the same time, there is a dominant fear or doubt that prevents them from withdrawing. Your initial job in the exploratory conversation, and the key to assessing the quality of your leads, is to find out exactly what interests make them buy from you and the fear or ambiguity that stops them from making a decision, intend to purchase.

Don’t be afraid to ask. “Ask” is the magic word for sales success. You could even say, “Ladies and gentlemen, we’ve found that there’s always an important benefit or primary reason for a person to buy our product or service. What’s your reason?”

If you are open, honest, sincere, and ask questions out of curiosity, you will be amazed at the answers you get. Potential customers will usually provide you with all the information you need to make a sale. It is important that you ask.



1. Ask an open-ended question or statement that allows you to determine if this is really your prospect.

2. Identify the key benefit your ideal customer is looking for, and make sure you include that benefit at the beginning of the conversation.

3. The phone calls or visits to potential customers that they don’t know you. The purpose of random calls is to collect information about potential customers, inform potential customers about the benefits of using your product or service and in many cases to see you again.


Chapter 11. The Friendship Element

In thousands of interviews, when customers are asked to give the words that best describe how they feel about the top salespeople who call them, the first and most important word is always ” friends”.

“I consider her a friend,” the client will say, or “I feel like he cares more about me and helps me achieve my goals than just selling.”

Earlier, we called this “relationship selling,” referring to the importance of establishing a close, trusting relationship with a potential customer before making any efforts. to convince him to buy or use your product or service. In this case, as Shakespeare said: “Don’t do something too haste – Make haste slowly“.

Focus on friendship

Friendship is a key element and foundation of professional sales. It is based on the very simple conclusion that people will not buy from you until they are convinced that you are their friend and that you are acting in their best interest.

The first job you have to do in the sales process is to build trust. You do this by being on time, being prepared, and by focusing on the customer from the beginning of the sales process. From the foundation of trust, you move gradually to the feeling of friendship. The basic rule is that you can’t sell to someone you don’t like, and conversely, you can’t buy from someone you don’t like. If we don’t like and trust the person we’re talking to, no matter how appealing the product or service is, we’ll rarely buy it. Love, trust, and friendship are the cornerstones of relationship selling.

Selling “Doctor”

One way to build trust, confidence, and friendship with potential customers is to use what I call “doctor selling.” This method forces you to consider yourself a “sales doctor”, a profession that requires high professional ethics.

If you visit a doctor for any reason, anywhere in the world, every legitimate doctor will always follow a three-step process: examination, diagnosis, and prescription.

In videotaped sales conversations, it appears that top salespeople in every field follow the same process.


During the exam, the doctor will spend a lot of time asking questions, testing blood and measuring blood pressure and other diagnostic parameters to understand your condition. During the examination, the doctor did not give any treatment plan or prescribe. They focus on only one thing: Ask questions, do the tests, and get a clear understanding of your situation and real needs.

In professional selling, the testing phase occurs when you ask well-prepared questions that go from general to specific about your needs, wants, concerns, problems, and goals of client. The more time you spend on thorough testing, or as we define it as the “needs identification phase”, the more customers will like and trust you and feel that you are taking action to meet your needs. in their best interests. They will love you even more.


The second part of the doctor sales approach is the diagnosis. This stage occurs when you summarize the test results, like when a doctor receives the test results from the lab and explains to the patient (client) exactly what they determined about the test. the person’s real problem or need. Mindful physicians always take the time to thoroughly explain their findings and their potential.

Once the customer (patient) clearly understands that they have a problem or need that needs to be addressed, the next part of the conversation is to present your product or service.


In the third stage of doctor selling, which we call prescribing, you convincingly present your products or services as a perfectly suitable solution to your problem or problem, needs that you and the customer have jointly identified.

During this prescribing phase, you present your product or service, answer questions or concerns the customer may have, show that your treatment plan is the best and most effective. The most effective solution is to help solve the person’s problem, then arrange for the necessary treatment, ​​or in sales to get the customer to make a decision.

Relationship is everything

If the relationship between you and your doctor is strong enough, you will usually accept your doctor’s suggestions as soon as they make them and are really eager to start treatment to solve your problem or satisfy your needs. bridge.

To develop a friendly and trust-based relationship with your patients, you should use a patient-centered, professional, and simple approach.

Focus on building trust and friendship by thinking about your customers and how you can help them solve a problem or achieve a goal.

The more time you spend understanding your customer’s real needs, the easier it will be to show them that your product or service is the ideal solution.

Caring, Courteous and Respectful

A truly friendly relationship is often based on thoughtfulness, courtesy, and respect. You show your interest by asking questions about the client’s life or work, then by listening carefully and empathically with the answers. You show courtesy by being polite at all times, not only to the client, but to everyone in the client’s office or home with whom you come in contact.

Finally, you show respect by asking intelligent questions, listening attentively to answers, making recommendations, and always asking customers for feedback on what you’re selling. The more you focus on “selling but not selling,” the more friendship elements you will build in your sales relationship, and the more likely you are to make a sale and maintain the relationship in long-term trading.



1. Build friendlier relationships faster, imagine that your client is an attractive person with a rich inner life. Ask questions and listen patiently as if the person is about to say something very profound and moving.

2. In your next sales meeting, put aside any desire to make a deal and focus instead on truly understanding your customer on the product or your service, the more detailed the better.


Chapter 12. The Three Key Elements of Persuasion

Psychologists have identified a lot of things that you can do to speed up the decision-making process that leads to a sale. During the normal buying process, potential customers meet and talk with salespeople, often several times, then carefully consider the pros and cons of buying or not buying. After the deliberation process, the customer finally comes to the decision to agree to buy your product or service.

Use proven sales stimulants

However, researchers have found that there are a number of psychological triggers that you can influence into a sales conversation to get customers to buy from you almost immediately. Agents are used in most of the most successful advertising and marketing efforts to move people from a position of complete lack of interest in wanting to make a purchase, sometimes in as little as 30 to 60 seconds. a television advertisement. You can also do the same in your sales process.

Many years of research in motivational psychology have uncovered a number of reasons why people behave the way they do, especially in sales situations. Research shows that every customer has deep subconscious needs that need to be satisfied before a purchase decision can be made. The effect of a purchase is like a trigger for quick buying decisions. They connect immediately with subconscious needs. Use these stimuli as a shortcut in the decision-making process.

The Power of Reciprocity

The first and most powerful buying stimulus is reciprocity. We have a need to be “fair about everything” with others, giving back whatever they do to us or do to us. We want to repay others when they do something nice for us. We want to return kindness or kindness that others give us.

The first type of return is emotional: “If you make me happy, I will make you happy too.” You can stimulate this feeling by being kind, asking polite questions, listening attentively, and making potential customers feel important.

Regarding material return, we assume, “If you do something nice for me, or give me something, I will do something nice for you or repay you somehow in there.”

Always find ways to work well for your potential clients. Send thank you cards every important occasion to build credibility with your potential customers. When you show kindness, consideration, and courtesy to people, and listen carefully as they speak, so they feel more confident and satisfied with themselves, they’ll want to reciprocate you. somehow, and often carefully look and even buy what you are selling.

Commitment and Consistency

The second buying stimulus or emotional latch that drives a purchase is called commitment and consistency.

The Law of Enhanced Commitment applies to all customers in sales activities. This means that they start with zero commitment when they first meet and talk to you. Then, they need a certain amount of time to reach the absolute level of commitment, when they decide to buy your product or use your service. You have to give people the right amount of time to go from unfamiliar to familiar.

People also often try to stand firm on what they have done and said before. When you ask customers detailed questions about their condition and then show them that your product or service is the answer to those questions and solves their problems, Once the product is delivered, selling becomes much easier. People will not object to their own experiences.

People also stand firm in their self-image. When you say, “All the top companies are switching to this product or service,” you exert a certain force on the desire to buy your product or service in their mind by they see themselves and think of themselves as one of the “top companies” you just mentioned.

When you say “All really successful people are using this product or service,” individuals who associate themselves with success are immediately interested in buying what you are selling. than before.

What do others say and do?

The third purchase stimulus is called social testing. It is one of the most powerful triggers of the factors capable of influencing purchase action. Humans are basically social animals. They are greatly influenced by what the people around them are doing and saying. Potential customers are often influenced by people like them who have already purchased your product or service.

One of the first questions a customer asks, out loud or not, is, “Is there anyone I know and respect who has purchased this product?”

Social testing is so powerful that it can change a potential customer’s attitude completely, from not interested to wanting to buy immediately.

Customers feel that if others like them have purchased the product, it must be a good choice. The customer assumed that another smart customer suggested it to him. The other customer must have considered the product or service, carefully evaluated it, and made a smart buying decision. Therefore, their purchase is not risky at all.

Another part of social verification are letters of recommendation, listings, photos, and, increasingly, videos from satisfied customers talking about the quality of your product or service. and how happy they are using them. The more people test the quality of what you sell, the easier and safer a potential customer will feel buying from you.



1. Identify one or two things you can do or say, or even give as a gift to your prospect on the first call, to stimulate his or her desire to reciprocate by listening to you and maybe even buy from you.

2. Give two specific examples of other people who have purchased your product and have been very pleased with the results and benefits they have received. Mention these customers throughout your pitch.


Chapter 13. Effective Sales Presentations

The presentation is the “psych game” in sales, where the actual transaction takes place. The presentation is also when you turn a skeptical or reluctant prospect into a real customer.

An effective presentation can increase sales many times over than a poorly prepared and coordinated explanation of your product or service.

Once you have determined that the prospect needs the product, can use the product, can profit from the products, and can buy the product, it’s time to convince the prospect to take action. .

95% of presentations could be improved in some way. Most of the time, keep focusing on the presentation until you’ve made a successful sale to a prospect.

Follow a logical process

The presentation should be presented in an orderly and logical manner in order to go from the general to the specific. Before you begin, you’ll have to go through the process of clearly identifying this person as a potential customer for what you’re selling, building a positive relationship based on friendship and trust, and Timely analyze that customer’s needs carefully so that the customer knows exactly how they will benefit from your product or service.

Remember, out-of-order sales can kill sales. Starting to talk about your product before the customer clearly knows that she has a need or problem that your product can meet or solve will cause the prospect to lose interest and respond that : “I’m not really interested in your product/service at this point,” or “You just leave it alone. I’ll see for myself,” or even worse, “Let me think about it.”

Before you begin your presentation, make sure that the environment is ideal for you to present and that your audience will notice and listen. People can only focus on one thing at a time. If there are distractions, interruptions, or noise, potential customers won’t be able to focus on what you’re saying and therefore won’t be able to make a purchase decision at the end of your presentation.

Presentation Formula

Plan your presentation carefully in advance. Draw it out on paper. Review your presentation before every client meeting, no matter how much you’ve given it in the past. Remember, preparation is the hallmark of a professional.

The best recipe for a sales presentation is “show, present, and ask questions”.

Show potential customers what your product is and especially how it can change or improve the prospect’s life or work in some way. Tell potential customers what they will benefit from. Then ask questions to make sure what you’re presenting is important or relevant to their needs: “Is this what you would choose to use? Will it change what you are doing?”

Teach potential customers how they can benefit from using your product or service. Imagine a prospect smiling and enjoying the benefits of your product: “Imagine using this product or service every day. What difference will it make in your life or work?”

Rule number 3

Another powerful presentation technique we call Principle #3.

By this (describe product features), you can (describe the product benefits), that means (describe the customer benefit).

For example, if you were selling a flat screen television, you would say, “Thanks to this new flat screen technology [product feature], you can mount this television on the wall [product benefit], which that means you can turn your living room into a movie theater for the whole family and friends [benefit the customer gets].”

Tell stories

Perhaps the most powerful tool you can use to deliver a persuasive presentation is “selling through storytelling.” This is where you reinforce your presentation with stories and examples of other customers who have purchased from you and were satisfied with them.

Tell many stories of satisfied customers with your products. This is a very powerful technique because all purchasing decisions are made by the right hemisphere of the brain, which is activated by images and different stories.

When you tell a story about a satisfied customer, your potential customers will automatically immerse themselves in that customer story and find themselves enjoying a great use of your product or quality, and service.



1. Make a list of “success stories” of people who have purchased your product or service, whether it’s yours or someone else’s. Use these stories often.

2. Plan, prepare, and review your presentation carefully, right before each sale.


Chapter 14. Practicing the Power of Hints

People are often greatly influenced by the power of suggestive factors in their environment. In the sales process this is more important than anywhere else. By clearly identifying suggestive factors that you can control, and then applying them consistently in every sale, you can have a positive and lasting influence on buying behavior. products of potential customers.

As a salesperson, you can do a number of things that are sure to have a powerful and immediate effect on your prospect’s behavior. Remember the following rule, “Everything matters!” Everything that you do in a sales conversation can have a negative or positive outcome. Everything you do or say in front of a customer can either bring you close to a sale or can push you away. Everything is important.

Personality is very important

The first suggestive factor is your personality and how you interact with customers. When you’re proactive, approachable, friendly, and fun, you’ll have a suggestively positive influence on your customers. Customers will be more open to listening to you and letting you convince them.

The degree to which you believe in the goodness of your product or service and in your company is also powerful and positively evocative. When you demonstrate a belief in the effectiveness of a product with a clear desire to help improve a customer’s life or work, they will be greatly influenced and unconsciously persuaded.

Voice is important

Clarity is also a powerful evocative influence. Those who speak loudly and clearly and raise their voice at the end of each sentence have a greater influence on their customers than those who lower their voice at the end.

When you speak clearly and confidently, it sounds like your product or service is appreciated and superior to the product or service mentioned by the person with a low voice. Make sure your word choice and grammar are precise and clear.

How do you appear?

Your visual impact on your customers is extremely important. 95% of the first impression you give your customers is dominated by your clothes. People tend to be more visual. Experts say they make their first conclusions about you within the first 4 seconds of seeing you.

Make sure you dress appropriately when visiting a potential client. You don’t have to be handsome or pretty. Average-looking salespeople are often more successful than handsome or pretty salespeople who can distract potential customers in some way.

Dress up for success

But the principle is that you must “dress for success”. You have to look as neat as possible. You have to look attractive but still be polite. You have to look like a successful person working for a company that develops and sells a product that is well received. Even people who are not well dressed and in good shape enjoy socializing with such people.

When I was a young salesman, ill-dressed and oblivious to the effect of appearance on potential customers, I was employed as an assistant to a senior salesman. He asked me if I wanted a little advice about my appearance. Luckily, I’m not narcissistic. I told him that I would be more than happy to hear any advice he could give me to make me even more successful.

He sat down and gave me some instructions on proper business attire. To this day, I still remember how he “taught me”. From then on, I used to buy a matching shirt and tie, wear polished shoes, and look elegant in front of my clients. In a very short time, I have noticed that people treat me with more respect, listen to me more, and buy my products in larger quantities. His lesson really “enlightened” me.

First impressions

People have a first impression of you in just the first 4 seconds and then perfect their impression of you within 30 seconds. They then fall into what psychologists call “confirmation bias.” They look for reasons to explain their first impressions. If you don’t make a good impression of how you look in the first 30 seconds, you’ll find yourself struggling to get your customers’ attention and respect. This is especially true if you are dealing with successful people. They are more important but also more critical than most.

Make your product stand out

The fourth element of your evocative toolbox is the product. Make sure you clearly show potential customers all the advantages of your product. Make sure all of your sales materials are coherent, clear, and engaging. Potential customers say the quality of your sales documents shows the quality of the product you are offering. Make sure they are “classy”.

Real estate is a booming market for those who excel at “setting up homes”. An expert walks into a home for sale and offers furniture removal or replacement, carpet and table additions, as well as ideas for cleaning up and making the home more beautiful. Visual impression has a huge impact on the attractiveness of the home, the price and the time it takes to sell.

Remember, in terms of the power of cues, everything a customer sees, hears, or feels has a huge influence on the customer’s final decision whether to buy your product or not. Everything is important.



1. Starting today, keep an eye on your outfit and present yourself as if you were a successful, high-paying person in your industry. How do you dress differently than usual?

2. Organize your sales presentations and sales documents so that they are clear, easy to understand and stimulate the customer’s desire to buy.


Chapter 15. Building High Credibility

Customers receive an average of hundreds and even thousands of promotional messages every day.

They are surrounded by many individuals and organizations trying to sell them their products, of all kinds, at all levels of quality and price. As a result, today’s customers are prone to skepticism and mistrust of any sales attempt.

To be successful in sales, you must have a method to overcome skepticism and build in your customers an even higher level of trust in you, your company, and your products and services.

In short, you must learn to build even more credibility, what we call super-trust, in everything you do, which has a primary influence on customers and their purchasing decisions.

Dispel the fear of failure

The big obstacle to buying today is the fear of failure in the mind of the customer. Customers are afraid to buy “smack”. They fear the product does not meet their needs or is criticized by others for not buying the right product or buying it at too high a price. Customers fear being stuck with a product for which they receive no service or repair.

Clients have these fears because they have had these negative experiences in the past, often many times over the years. They are determined not to make the same mistakes again.

Faith reduces fear

The good news is that the more customers trust you and what you say, the less fear of making a mistake in the buying-selling relationship. As customer confidence increases, so does the fear of making a mistake. Therefore, the important thing you can do is increase the trust and credibility of your customers for you. This increases the likelihood that customers will accept what you say and buy what you sell.

Everything you do in a sales relationship can make or break trust and credibility. Everything either adds to or diminishes the credibility you need to make a sale. Customers are very nervous and upset when they make a wrong decision and will therefore see things in a negative light, if you allow them to do so.

Your main job is to position yourself as a low-risk supplier – with the lowest risk, not selling for the lowest price. Customers will pay more to reduce risk in purchasing decisions; If they have to choose between high risk with lower cost or low risk with higher price, they will always choose the latter.

Five factors associated with high credibility

There are five key elements of high credibility that you need to make a sale:

1. Salesperson. Your appearance, behavior, attitude, clothing, and grooming all increase or decrease customers’ trust in you and your company.

2. Your reputation. The most valuable asset your company has is the reputation for quality products and services provided to other customers in the market.

It is said that 95% of purchasing decisions are based on word of mouth information.

This means that someone, directly or indirectly, says that your product or service is good and that you, as a customer, should buy it. Tell your potential customers about the size of your company, how long you’ve been in the industry, and what percentage of the market share you hold because of your quality and customer service. Make sure your brochures, flyers, sales brochures, and business cards all look classy. Make sure you and your phone staff respond to customer inquiries quickly.

3. Verification from society. Perhaps nothing is more convincing than the stories of other customers in similar situations who have purchased your product and are satisfied with their decision.

Customers always want to know, “Did anyone else buy it?” And “what was their experience with your product or service?” Use cover letters, listings, photos, and even videos that show how satisfied your customers are. The best verification comes from the stories of customers who were hesitant to buy your product or service at first, but after making a decision, how satisfied they were with their decision.

4. Prestige. Any reputable third party that speaks positively about your product or service makes it easier for someone to make a buying decision from you. A reputable voice is often the deciding factor. Publications, magazines, and up-to-date stories that cover your product or service all help build credibility. Celebrities with expertise and knowledge of using your product or service also help build your credibility. Symbols of wealth and power, such as your dress, briefcase, watch, and even the quality of the pen you use, increase your credibility. It proves that you are someone who succeeds in selling an attractive product at a reasonable price.

5. Products or services. When your products provide the specific benefits your customers are looking for, they are more trustworthy. When you show that the value the customer gets is more than the price, you instill credibility and desire to buy. When you back your products with warranties and guarantees, you increase the credibility needed to make it easy for your customers to make a buying decision.

The most successful salespeople are those who work continuously to build credibility in these five areas with their customers.



1. List 3 things you can do to curb the fear of failure in your prospect’s mind.

2. List three key elements of high credibility that you can incorporate into your sales activities.


16. Handle Criticism Effectively

Criticism is natural and inevitable in the sales process. However, many salespeople become discouraged when customers start disparaging their products because of their high prices, better products from competitors, and many other reasons.

The reality is that today’s customers are bombarded with hundreds and even thousands of ads every day. As a result, they are skeptical, suspicious, and cautious with their time and money.

No matter what you’re selling, customers have questions and concerns that you need to address before making a sale. Your ability to handle criticisms and concerns is an important skill required for successful sales.

The good news is that criticism also has a positive connotation. It shows that they are interested in your product or service. Criticism often shows that you’ve touched their feelings and that you’ve connected with the prospect in some way. It turns out that successful deals are criticized twice as often as unsuccessful deals.

Rule number 6

The Rule of Six is ​​one of the most powerful principles you can use to identify and remediate criticism. This rule dictates that the number of complaints about your product or service, whatever they may be, usually does not exceed

Identify the six major disapprovals by asking yourself this question: “We could sell to everyone we talked to if our prospects didn’t…”

Make a list of all the criticisms you receive in a week or a month, then divide them into six categories. These 6 categories will vary by product and market.

Once you’ve identified your six main types of criticism, your job is to provide responses in response to these common criticisms.

Important question

The key question in response to such criticism is: “Why don’t potential customers buy our product?” Your job is to identify the answer to that question and then come up with a valid reason to remove the objection from the prospect’s mind.

Treat a denial as a request for more information. For example, a potential customer says, “Your price is too high.”

You answer by saying, “That’s a good question. Why are our prices higher than our competitors’ prices for this item? Let me explain it to you.”

Accept criticism. Actively encourage them to bring up their dissatisfaction. By responding, “That’s a good question! Let me explain it to you.”

Make it easy to criticize

Every potential customer has dissatisfaction points that you have to deal with. If the customer has a single point of dissatisfaction in mind, he may say nothing, but also not buy. For this reason, no matter what a customer says, no matter how often you hear it, you should listen to their criticism.

Whenever a customer protests or makes a negative comment about a product, you should use your excellent listening skills. Do not forget to listen attentively, do not interrupt; pause for a moment before answering; clarify the question; and finally, respond your way, to make sure you understand what the customer is saying.

Respond to criticisms

There are a number of responses you can use to respond to any objections. Remember, the person asking the question is in control. Always try to respond to criticism with a question instead of an answer.

You might say, “Obviously you have a reason to say that; but do you mind if I ask what the reason is?” And then just keep quiet. Often the prospect has no good reason, and this will be revealed by the silence following your question.

Another way to respond to criticism is to ask, “What do you mean?” Or, “What exactly do you mean?” And then keep quiet.

Always treat criticism as an opportunity to build trust by listening attentively to the other person’s responses. The more attentively you listen to your potential customers, the more they like and trust you and the easier it is to buy your products or services.

Clarifying vague understandings

Most of the criticism comes from unclear understanding. The problem your product will solve is not obvious to the potential customer. Potential customers aren’t clear on what needs your product will fulfill. The benefits of your product or service to potential customers, relative to price, are also unclear. The unique selling proposition of your product or service is also unclear.

And finally, there’s no prompting the prospect to act, or they see no reason to act right away. These are all factors that contribute to the “lack of understanding” that leads to

The customer says, “Let me think about it.”

Handling the situation of dissatisfaction with the price

There are a few proven ways you can handle price dissatisfaction, which comes up in nearly every sale. When a prospect says, “Your price is too high,” you can respond by asking:

a. Why do you think so?

b. Why do you feel that way?

c. Is price your only concern?

d. Please tell me how high is it?

If the prospect insists on knowing your price before identifying their needs and articulating the benefits you can bring, postpone the price conversation by saying, “I I know price is important to you but can we get back to that in a minute?”

Remember, dissatisfaction is the ladder to sales success. The more disparaging comments you receive, the more interested customers will be in your product or service. When you hear a bad word, you should thank them, then start looking for ways to turn that criticism into reasons for them to buy.



1. Identify the two or three most common types of disparagement you receive from a potential customer who is likely to buy your product or service.

2. Identify the two or three best answers you can use to respond to the most common criticisms that will allow you to continue making the sale.


Chapter 17. Asking Customers to Make Decisions

When you have reached the final stage of the sale, you should know very well that the customer wants your product, needs your product, can use your product, and can buy your product. It’s time to ask the prospect to make a decision.

Once a potential customer has made it clear that they trust you and have expressed a desire to own or use your product or service, you can complete the transaction using one of the following closing techniques.

Ask for confirmation questions

Before closing a deal, there are two confirmation questions you can ask to make sure the client is ready to answer your closing question. The first is, “Do you have any questions or concerns that need to be answered?” If potential customers say “no,” chances are they’re ready to buy.

The second question you can ask is, “Does this choice make you feel right and confident?” If potential customers say “yes,” then they are ready to make a buying decision.

5 questions to close the deal

There are 5 important closing techniques that are used mostly in big deals by high income sales professionals. They include:

1. Option trading closing. Let customers choose between different things. Just ask, “Which one do you prefer, A or B?”

It is easier for a potential customer to choose between a set of options than to give a “Yes” or “No” answer. Even if you’re offering a single product, you can let potential customers choose payment terms, shipping methods, or specific features your product offers.

For example, you might ask, “Do you want to pay in cash or in installments over 12 months?”

2. Close the deal with an invitation. This option is considered by many to be the most effective closing technique of all. At the end of a sales conversation, when it’s clear the prospect likes what you’ve shown them, simply suggest, “Why don’t you give it a try?”

Even if you’re selling large or expensive items, you can close the deal by saying, “If you like it, why don’t you give it a try?”

“Do you want to bring it?”

“Do you want us to start it up too?”

“Is it what you think it is?”

Always include an invitation at the end of your sales presentation. Ask potential customers to make a buying decision.

3. Directional closing. With this type of close, which is often referred to as a “hypothetical close,” you can simply assume that the other party has decided to buy and say, “If you have no other questions, Then the next step is…”

For example, start by saying, “Ladies and gentlemen, are you satisfied with what I have presented to you so far?”

The prospect says, “Yes, it looks good.”

You say, “Yes, then the next step is…”

You then go into detail to describe the action plan – what the customer does next to get your product and start using it: “Yes, the next step is that we will fill it out. this form, I received a payment from you, and we will begin to produce this order to deliver to you by next Wednesday. How do you feel?”

4. Closing the authorization type contract. You have come to the end of the pitch. Customers seem to like the products or services you’ve recommended. All you have to do is say, “Yes, if you agree to this order, we will start immediately.”

You then take the order form, sign it, and pass it on to the customer to sign. You say, “I’ll take care of all the details.”

You say to the customer, “I will fill in all the information here based on our discussion. I will receive additional payment from your assistant and will complete the transaction next week.”

5. Close the secondary transaction. This method is very simple and quite effective. It is often referred to as “small point closing” because you close the trade at a smaller point instead of a critical point.

For example, you may be selling an expensive house. You raise a question about a secondary provision, which accepting it means the customer has decided to buy. For example, you could ask, “Do you want to get married on the 1st or 15th of this month?”

Whatever option they choose, they have already decided to buy a house. The arrival date is a secondary issue. Choosing or deciding to buy a new home is the main issue.

Also, this is not an attempt to manipulate or confuse potential customers. It’s a way to help reduce the stress of making a big buying decision by giving potential customers a smaller spot to focus on.

If you’re selling an expensive car, you might say, “Do you want Michelin tires or regular tires?”

When a potential customer says, “Yes, I want Michelin tires,” he

I decided to buy a car.

The most powerful word in sales

The most important word in the process of closing an order is the offer.

Ask the customer to make a purchase decision. Ask the customer if you can move on to the next stage of the sales process. At the very least, ask: “What do you want to do now?”

The most important quality involved in developing closing skills is courage. You get courage through practice.

At the very least, at the end of the sales conversation, if you can’t or haven’t been able to close the deal and get the order, agree to move on to the next stage. “What should we do now?” Set a specific date for your next meeting, when you can present more information and talk to others to push the offer further.



1. You definitely have to do something before the customer makes a purchase decision?

2. Prepare, practice, and further perfect a closing question that you can use at all times in your sales activities.


Chapter 18. Providing Excellent Customer Service

Peter Drucker wrote that “The purpose of business is to create and retain customers”.

How can you tell if your business is fulfilling its purpose in a satisfactory way? Very simple. Customer satisfaction. Real business success lies in having your customers happy with their purchase decision and looking forward to continuing to buy from you.

The most successful individuals and organizations are obsessed with customer service. Each customer is the most important individual in their mind. Everything they do is curated to satisfy their customers even more.

Sam Walton once said, “We have only one boss, the customer. And he can fire us at any time simply by deciding to spend the money somewhere else.”

Maintain excellent service

The ability to develop and maintain a reputation for excellent service is key to your company’s growth and prosperity as well as your personal career success.

The success of your business in the future will be determined by your quality rating in today’s market. According to Harvard University studies, the customer’s definition of quality includes the product or service you sell along with the way it is sold and provided.

The question is: What is your Quality Rating? On a scale of 1 to 10, where would you rank yourself relative to your competitors in terms of the quality of the product and the quality of the product or service provided?

Four levels of service quality

There are four levels of customer service for any company:

1. Satisfy your customers. A satisfied customer with the product or service you have sold or provided is the minimum requirement for a company to exist in the market. But if all you do is please your customers, your customers will open up to competing products, they will have minimal loyalty, and will rarely recommend your product to them. the others.

2. Exceeding customer expectations. This is when you do something beyond your customers’ expectations and beyond what your competitors can do, to differentiate you from them. The ability to deliver services or products that exceed customer expectations is the bare minimum required for your business to grow. And remember, anything you do that exceeds customer expectations today will soon be copied by your competitors tomorrow.

3. Make your customers happy. This is when you start to step into the arena of fast-growing companies in your industry. You do something that not only exceeds expectations, but also truly delights and delights your customers.

A very successful high-end restaurant chain always lets their staff come to your table after a meal to offer a drink or a free glass of wine. This offer was both a surprise and a show of their generosity. The impression left on people after leaving a restaurant is one of great customer service. And they kept coming back after that.

Often, after a sale, a company senior manager will call to directly thank the customer for choosing to use the company’s product or service. This is a very simple way to please your customers and create goodwill that motivates them to continue buying or using your services.

4. Surprise your customers. This is when you do something that completely exceeds expectations and even exceeds customer satisfaction. You really surprise them enough to tell others or their friends about you.

Several years ago, the Denver branches of FedEx, with the promise that, “When you need it, we need it, we ship it right away,” experienced a blizzard that shut down major roads. Denver was blocked and the FedEx express trucks were unable to deliver. They have done impressive things.

Personal initiative

Because the blizzard had locked down the passes, the manager sent a helicopter, which cost about $8,000, over the snow-covered highways to deliver FedEx packages to customers in Colorado Springs, landed in the parking lot of a large mall.

This is a great testament to FedEx’s commitment to keeping its promises to its customers, which has been covered by newspapers, radio and television stations across the country. To this day, customers in Colorado are still talking about the “gift” of renting helicopters to deliver packages overnight.

After-sale service

As a salesperson, you can exceed expectations and surprise and delight your potential customers with after-sales services.

There are four important points in after-sales service:

1. Once you’ve closed the order, process the paperwork and ship as quickly as possible.

2. Update information for potential customers. If there are any delays or problems, immediately contact the customer and let them know what is going on. Customers will understand and sympathize with you, as long as you let them know. Practice the principle of “No surprises”.

3. Send your thank you cards, notes or e-mails to the after-sales customer. If it’s a large order, send any gift, whether it’s just flowers, a box of chocolates, or – my favorite choice – a gift basket from a local company. This action is very effective in encouraging subsequent purchases or use of the service.

4. Make sure the last interaction a customer has with you is always positive. The last contact always leaves the deepest impression. It’s one of the things they miss the most. Once you’ve closed the deal, take the time to thank the customer for purchasing your product or service and assure them that they’ll be pleased with your product and service and that you will.

Do everything you can to ensure that. Ask your customers to call you whenever they have any questions or concerns, and give them your personal cell phone number. These are the ultimate impressions that can leave your customers happy and surprised and returning to buy from you for a long time.



1. Determine what actions you can take to keep your customers happy and then keep coming back to buy.

2. Determine what actions you can take to make the customer’s shopping experience even better.


Chapter 19. Keeping Customers For Life

A direct selling ad today costs more than $400 in terms of time, travel, advertising content, new forms of customer acquisition, and other costs. Acquiring customers at this cost can make a company lose money unless that customer continues to purchase or use your product long-term.

The best salespeople and the most successful companies implement strategies to attract customers and keep them for life. Your goal should be to develop a lasting relationship with your customers and then keep them in the face of ever fiercer competition.

When launching a customer acquisition and retention campaign, work harder to build and maintain lasting customer relationships than ever before. By constantly thinking about “customers for life”, your success in sales is guaranteed.

Focus on the second sale

The first sale to any customer is always the hardest and most expensive. You can make this sale through discounts or promotional offers. But the second sale is the most important. A new second sale is proof that you have provided your customer with a service or product that exceeds the promise you made in the first sale.

In reality, you go out every day and make promises to people in exchange for their money. You promise that your product or service will provide them with certain benefits that they are not currently enjoying. When they come back and buy from you again, they’re stamping your service and confirming that you’ve kept your promise.

Sell ​​repeat and sell to referred customers

Repeat selling to satisfied customers is up to 10 times easier than selling to new customers. A repeat sale requires only 1/10 of the time and effort. This is why most successful companies measure their success by the number of times customers return to purchase.

Selling to a referral from a satisfied customer is 15 times easier than selling to a randomly called customer. Selling to a referred customer requires only 1/15 of the time, cost, and effort to execute. In fact, with a good referral, 90% of your order success is in your hands before you even walk in the door.

Create a chain of golden customers

Once you’ve closed the deal and your customer is happy, form a “golden referral chain” by asking people to refer you to other interested leads. Feel free to suggest. Patiently recommend. Suggestion schedule. But always ask customers and non-customers to see if they can recommend anyone else to you.

When asking people for referrals, assure them that you won’t cause trouble for the referrer. People are often hesitant about making a recommendation until they believe their friend or partner will be pleased or happy for them to provide a name.

Create word of mouth

The most effective method for you to get referrals in today’s competitive market is by enabling word-of-mouth from satisfied customers. Your goal is to make customers part of your sales force by getting them to actually sell to you when they talk to other potential customers. The way that you use to push your customers to sell to you is by providing them with excellent customer service.

The most important factor in great customer service has always been speed. Quick response to questions, concerns, and requests is another important measure of how many referrals you are likely to receive. Acting quickly on complaints is also important. Regular follow-up and ongoing customer care are essential tools to receive referrals.

Practice the golden rule of sales: Serve your customers the way you would want other vendors to serve you if you were a customer. Serve your customers the way you would treat your spouse, parents or loved ones. Always deliver more than what customers expect.

Last question

Bain & Company’s Fred Reichheld studied the elements of great customer service for years before concluding that a single question is more geared toward customer satisfaction and business recommendations than any other, any other questions.

He calls it the final question: “Based on your experience with us, would you recommend us to others?”

A customer’s willingness to refer you to others is their highest level of satisfaction. Usually, if you form a good relationship with potential customers, they will

like and trust you enough to recommend you to others even if they themselves don’t buy from you.

Always ask questions

At the end of each sales conversation, you can ask this question: How would you recommend us to others on a 10-point scale?

Of course, your goal is to get 10 points. This means that this customer will become a “crazy fan”. They will become the promoters of other customers. They will tell all their friends to buy from you.

But what if you get less than 10 points – say 7 or 8? You can say, “Thanks for your answer,” then immediately ask, “What can we do to get 10 points from you in the near future?”

Keep asking your customers, “What do you think about us right now?” And “How can we do better next time?” The highest earning and most successful salespeople have a steady stream of orders – a string of satisfied customers who keep coming back to buy from them, they deliver fast goods or services. easier, less price-sensitive and provides the basis for the growth of any business. This is also your goal.

Your customer service strategy

Develop a sales and customer service strategy that allows you to attract and retain customers for life.

This idea of ​​customer service didn’t come about by accident. It requires you to carefully plan, discuss, and train all the employees who come into contact with your customers. All successful salespeople and businesses are known for their excellent customer service. This should always be your goal.



1. What action can you take with all your customers and prospects to get them to refer you to other potential customers?

2. Identify an action or behavior by anyone in your company that could reduce customer satisfaction or hurt customer referrals for your business. How can you remove it and how fast?


Chapter 20. Effective Time Management

Over 100 years of research and millions of dollars have been invested in finding the causes of sales success and failure. Finally, we have the answer. They are simply: People earn high income by spending more of their time doing things of higher value. Low-income people often spend a lot of their time on low-value activities.

Salespeople who spend every minute of each day focusing on high-value activities will move to the top of their field, make a lot of sales, and make a lot of money.

Salespeople who waste their time on low-value activities rarely accomplish anything important, even when they represent the most successful companies with the best products in the industry. largest markets.

Practicing the Pareto Principle

The Pareto Principle is the most important time management principle in professional sales.

This principle states that 80% of the value of what you make comes from 20% of your activities. This 80/20 rule applies to all aspects of sales and to all activities. Apply this rule to your leads, customers, and products.

Divide your customers and leads by value, with A-lists of high-value customers/leads who can represent 80% of your sales. List B would be average customers/leads and List C would be low value customers/leads.

Practicing “creative procrastination” at 80% of the tasks only gives 20% of the value of what you do. Creative delay is what you use when you consciously and deliberately decide not to do certain things of low value in order to focus your attention on high-value activities.

Describe your job

The job description of a salesperson is similar to the purpose of a business. Your job is to create and retain customers.

Spend 80% of your time acquiring customers and only 20% on retaining them. Always ask yourself, “Where is my next order coming from?” Whatever your answer to that question is, make sure it’s what you’re focusing on every minute of the day.

So spend 80% of your time engaging with customers and presenting your product or service.

Spend only 20% of your time closing orders and providing after-sales service.

Don’t mix them together. Stay focused on meeting customers and presenting your product or service.

Do better

One of the key ways to steadily increase your income is to get better at what matters most – customer acquisition, presentation, follow-up and closing. Every investment in self-improvement, whether it’s in books, tapes, videos, or seminars, will give you a 10, 20 or even 50 times “return” times the money spent to capture the original ideas. Many salespeople have gone from nothing, from poor to rich, thanks to a single sales seminar or even a business idea that is ideal for them, their product , their market and their customers at that time.

The minute rule

To double your sales, apply the “Minute Principle” to your sales activities. According to this principle, you are filling every order today using the minutes you spend meeting with customers and prospects in person.

When you increase your face-to-face minutes, you are increasing your sales and your income by the rule of averages.

You can use this principle in this way: Get a stopwatch to measure the current level of sales activities. Each time you go to see a client, set the timer, and at the end of the meeting, turn off the timer. A stopwatch will measure the number of minutes you spend with your customers each day. Write that number down to better understand it.

Improve your achievements

Look for ways to increase your meeting time with your clients by 10% per week. If you are on average spending 90 minutes a day meeting with customers and increasing by 10% each week, then you will spend another 9 minutes with them. You will immediately see an increase in your sales and income.

Continue to add 10% each week until you double the time up to 180 minutes interacting with customers face-to-face. It can be concluded without exception that by doubling your face-to-face minutes, you will double your income, sometimes faster than you think.

Real work during the time you spend working

Tackle every task within the time set aside for each day’s work. Do not waste time. Don’t spend time on e-mails or chatting with your co-workers. Don’t allow yourself to be distracted by electronic interruptions like phone calls, texts, and voicemails. Take advantage of every time. This decision alone is enough to turn you into one of the most successful salespeople in your field in a very short time.



1. Choose a time management activity that can help you increase your productivity, and start practicing it every day for the next month until it becomes a habit.

2. Pick a time-wasting activity and try to eliminate it for a month, until it becomes a habit too.


Chapter 21. There Are No Limits!

Right now, you have the skills and abilities to sell and earn double today, and perhaps more. It is said that “It is your attitude, not your ability, that determines your success or failure.”

If you want to be in good shape, you must exercise every day. If you want to be mentally refreshed, you have to practice mentally every day. There are 7 things you can do to motivate yourself and keep yourself energized throughout the day. Those things are:

Be number 1

Decide to be a great person in sales. Pay any price, sacrifice anything, invest the necessary amount of time, until you are in the top 10% or 20% of the earners in your field.

People don’t make the top 10% of salespeople because they never decide to do it. They think about it, dream about it, and wish that they make that much money, but never make the life-or-death decision that they must pay any price to excel in sales.

The good news is that all sales skills can be learned. You can learn any skill needed to achieve any sales goal you have set for yourself. There’s no limit at all.

Learn key skills

Identify your limited skills that have prevented you from achieving greater success in sales. Imagine you could wave a magic wand and overnight you could excel at any skill in sales. But what skill, mastering it, will help you increase your sales and income the most?

The reality is that you can only need one skill to double your income and become one of the highest earners in the industry. And by answering this question, you can know what that skill is.

Make friends with the winners

Always associate with the most positive people. The choice of people you can associate with at work, after work, and during evenings and weekends will have a huge impact on your influence, character, and achievement.

Take care of your health and energy

Take care of your physical health. Life expectancy and quality of life today are higher than at any time in human history. And most of what you do in regards to health is within your control.

Improve your inner image

Practice your positive imagine: See yourself as the best in your field. Remember that the person you see inside of you is the person you really are in the future. Any improvement in your results on the outside starts with a change in your inner image.

When you picture yourself as a confident, positive, and absolutely brilliant person in your field, your thoughts, words, feelings, and actions will reflect that image.

Positive thinking

Always think about yourself in a positive way. Take control of your inner dialogue. 95% of your emotions are governed by how you talk to yourself every day. Positive, happy people always talk to themselves in a positive and constructive way.

Continuous action

Become action-oriented in everything you do. As Einstein once said, “Nothing happens until something moves.”

That’s right, in sales, nothing happens until you move. Let’s start earlier. Work harder. Be more persistent.

Take the step. Move fast. Increase your speed and activity level.

Remember, the faster you move, the more people you see.

The more people you see, the more your profit margin will increase.

The more profit margin, the bigger your cash flows.

The bigger your cash flows, the more motivated you’ll be to meet more people, earn more assets, and increase your assets.

Once you start practicing these ideas, hourly, daily, non-stop, your sales will increase continuously. In a few months or even a few weeks, you will become one of the most successful and earning people in your field. And I hope you do.

There are no limits at all!



1. From today, continuously do an activity that has the potential to make you the best in the field of sales of your choice.

2. Practicing an activity, such as visualization, affirmation or continuity, can help you stay positive and motivated throughout the sales day.

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Angel Cherry

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