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- Herausgeber: John Wiley & Sons
- Kategorie: Fachliteratur
- Sprache: Englisch
The sales guide for non-sales professionals Exactly How to Sell walks you through a tried and true process that draws on time tested methods that are designed to attract and keep more customers. No matter what you are selling (yourself, your product or your services) this simple read is certain to provide you actionable strategies to deliver you more of the sales results you are looking for. Inside, Phil M. Jones writes from experience and explains how to get more customers and keep them all happy--while they're spending more money, more often. Using simple, practical, and easy-to-implement methods in line with the modern business landscape, Phil educates and guides you, giving you the confidence you need to develop the skills you need to win more business. * Boost your salesmanship to support your core profession * Create intent in a buyer and scenarios where everybody wins * Choose your words wisely and present like a pro * Overcome the indecision in your customers and close more sales * Manage your customer base and have them coming back for more If you want to up your sales game, Exactly How to Sell shows you how.
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Veröffentlichungsjahr: 2018
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Table of Contents
Cover
Title Page
Introduction
1 A Shift in Mind‐Set
Salespeople or Sales Professionals
Choosing Your Focus
Sales Is a Philosophy
Is It Worth It?
The Value of a Customer
Make It Work on Paper
The Two Most Important Questions
2 The Quest for Confidence
Have You Done Your Homework?
Making Your Own Luck
Tools of the Trade
Keeping Your Head in the Game
Know Your Enemy
Levels of Success: Thinking BIG
3 Opportunity Is Everywhere
What Face Are You Wearing?
Networking for Success
What's in a Name?
Making Yourself More Memorable
Become the Expert
Better Than a Brochure
Let's Get Social
Social Proof
Giving Testimonials
4 Defining Your Sales Process
Pick Up the Phone
A Guaranteed Success Formula
Show That You Care
Choose Your Allies
Some Simple Tips
5 Making the Moments Count
Who Holds the Controls?
Easy First Yes
What Selling Really Is?
Prod the Bruise
Make It Easy to Buy
Put a Bow on It
Choose Your Words
Your Sales Presentation
Closing the Sale
Buying Triggers
6 Maximizing Opportunities
Stop Overselling
Pricing
Your Downsell
The Simple Upsell
Creating Offers
Should You Give Discounts?
A Secret Ingredient to Success
The Four Rs
7 Overcoming Indecision
Avoiding Objections
Tackling Objections
Negotiate Like a Pro
Persistence
Playing Devil's Advocate
8 Protecting Your Investment
The Database
The Drop‐In
The Phone Call
The Newsletter
The E‐Newsletter
The Blog
The Facebook Presence
The Twitter Account
The LinkedIn Account
The Website
The Get‐Together
The Letter
The E‐Mail Offer
The Direct Mail Offer
The Gift
The Pat on the Back
Certificates and Awards
The Text Message
They All Tune In to the Same Station
It Is the Thought That Counts
About the Author
Acknowledgments
Index
End User License Agreement
Guide
Cover
Table of Contents
Begin Reading
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E1
Phil M Jones
EXACTLY HOW TO SELL
The Sales Guide for Non-Sales Professionals
Copyright © 2018 by John Wiley & Sons. All rights reserved.
Published by John Wiley & Sons, Inc., Hoboken, New Jersey.
Published simultaneously in Canada.
No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per‐copy fee to the Copyright Clearance Center, 222 Rosewood Drive, Danvers, MA 01923, (978) 750‐8400, fax (978) 646‐8600, or on the web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748‐6011, fax (201) 748‐6008, or online at www.wiley.com/go/permissions.
Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor the author shall be liable for damages arising herefrom.
For general information about our other products and services, please contact our Customer Care Department within the United States at (800) 762‐2974, outside the United States at (317) 572‐3993 or fax (317) 572‐4002.
Wiley publishes in a variety of print and electronic formats and by print‐on‐demand. Some material included with standard print versions of this book may not be included in e‐books or in print‐on‐demand. If this book refers to media such as a CD or DVD that is not included in the version you purchased, you may download this material at http://booksupport.wiley.com. For more information about Wiley products, visit www.wiley.com.
Library of Congress Cataloging-in-Publication Data
Names: Jones, Phil M, 1981- author.
Title: Exactly how to sell : the sales guide for non-sales professionals / Phil M Jones.
Description: Hoboken : Wiley, 2018. | Includes index. |
Identifiers: LCCN 2017049914 (print) | LCCN 2017050805 (ebook) | ISBN 9781119473466 (pdf) | ISBN 9781119473398 (epub) | ISBN 9781119473459 (hardback)
Subjects: LCSH: Selling. | Marketing. | BISAC: BUSINESS & ECONOMICS / Sales &
Selling. | BUSINESS & ECONOMICS / Marketing / Telemarketing.
Classification: LCC HF5438.25 (ebook) | LCC HF5438.25 .J6586 2018 (print) | DDC 658.85—dc23
LC record available at https://lccn.loc.gov/2017049914
Cover Design: Wiley
To my friend Randy Richman, for giving me more than he will ever get to know.
Introduction
This book is designed to do exactly what the title says: to provide you with a hand‐held walk through the myriad factors that influence the decision‐making process and allow you to achieve more success through empowering more people to choose you, your product, or your service.
Personally, I have been a student of self‐development from as early as I can remember. I've attended countless seminars, read hundreds of books, and invested time to learn from an abundance of exceptional people. The reality was that from each of these prior studies, on every occasion, I failed to retain all the information and only managed to use the parts that where most relevant at that time.
When I decided to write this book, my goal was to provide something that would serve readers in many ways. You can read it cover to cover, scribbling notes and actions for yourself; you could lift parts of it and use them to train your own people; or you could keep it close by and use it for inspiration as you go through changes in your business and are looking for some external influence. Above all else, remember that this is your book—a working document. Scribble on it, place markers in it, and make it your own. It is expected to spark ideas and actions that are not written on these pages, so it may help to keep a notepad handy as you craft your own action list inspired by the lessons you absorb from this read.
Refining your craft as you grow your own success is an ongoing discovery and this book is something that can be revisited time and time again as you look to launch new ideas, are looking for flashes of inspiration or you are preparing for a new opportunity. Each time you read it then expect to take something new from it, this is a sign of your personal growth and the circumstances you are currently in. Take ownership of this book and use its guide to spark curiosity in you to further develop your skills in winning business by exploring the works of others as you take deeper dives into the principles shared with you.
Your next big break could be just one call or meeting away, let's see how what you learn in this read can get you better prepared to seize that moment.
1A Shift in Mind‐Set
It is rare that you meet a child who has aspirations of growing up to be a salesperson. You do hear alternatives such as politician, lawyer, doctor, sports professional, or artist—and in all these examples, the commonality is that without the ability to influence, persuade, and negotiate, the chances of success are highly reduced.
Having a talent or ability to perform is not enough by itself to secure success. Through the years there have been countless examples of highly capable businesspeople failing because of one simple reason: they did not know how to sell.
Salespeople or Sales Professionals
Finding yourself in a sales role quite often happens by accident. Perhaps you have just started in business or had an urgent business need, or maybe somebody else has put you into the role. The truth is we are all salespeople, and in every part of life, sales skills are useful tools in helping us to climb the ladder and realize more of our potential. When you reflect on almost everyone who has achieved a significant level of success, you will typically find that their achievement has been enabled, amplified, or accelerated through their ability to sell.
“Sales” is certainly not a dirty word. To illustrate my point, here are some high achievers I would class as being some of the most successful sales professionals on the planet:
Steve Jobs
Martha Stewart
Leonardo DiCaprio
Martin Luther King, Jr.
Nelson Mandela
Sir Alex Ferguson
LeBron James
Richard Branson
Oprah Winfrey
J. K. Rowling
There is probably a huge difference between your initial image of a salesperson and these decorated professionals.
During my seminars I often ask audience members to reach for adjectives that would describe a stereotypical salesperson. Common responses almost always include these words:
Pushy
Greedy
A con man
Obnoxious
Overly friendly
A liar
Annoying
How would you feel if someone used those words to describe you? I would imagine less than happy. I also imagine that one of the reasons you picked up this book is your fear of being perceived that way.
In seminars, I then ask the same audience to reach for adjectives that do not describe a “stereotypical” salesperson, but a “professional” salesperson. The list of adjectives is quite a contrast:
A good listener
Problem‐solving
Empathetic
Genuine
Knowledgeable
Helpful
Responsible
I always find this experiment incredibly interesting. It becomes obvious to me that the fear of being a salesperson is the fear of being perceived as carrying that first set of attributes. Today's world is a very different one, and given our reality—the huge transparency now created through reviews, the Internet, and the power of a consumer's voice on social media—then it really only leaves room for the sales professional to prosper.
Choosing to be professional means you are faced with two options for acquiring new customers. One option is to be reactive, await your inquiries, and respond promptly on receipt of some interest, and the second is to be proactive and take steps to make things happen.
Although there are plenty of strategies that can result in you creating more inbound inquiries, it is paramount that you take control of your circumstances and build a robust plan to proactively reach more potential customers. Success in sales is all about maintaining control. By building a process that allows you to direct and steer your future customer numbers, you can build your business with far more control and composure. Relying purely on a reactive approach will bring huge variance, with external factors largely responsible for your success or failure.
Choosing Your Focus
A significant difference between marketing and sales is that marketers look to attract new customers, while sales professionals take the time to choose their customers. If you can look back over your experience and think of a customer you wish you hadn't had, then I imagine that was not somebody you strategically chose as a perfect customer.
Choosing your customers ahead of time is a process known as “prospecting.” Outside of the world of sales, the word is defined on Wikipedia as “the first stage of the geological analysis…of a territory. It is the physical search for minerals, fossils, precious metals or mineral specimens…. Prospecting is a small‐scale form of mineral exploration which is an organized, large‐scale effort undertaken by commercial mineral companies to find commercially viable ore deposits.” This can be simply translated as the hunt for buried treasure. It's about extracting the maximum value from the relationships that we hold, the circumstances we find ourselves in, and the opportunities we create.
Your responsibility as a sales professional is to constantly be on the hunt for buried treasure. As a treasure hunter, you would have predetermined goals identifying the high‐value items you are looking for. As a sales professional, your job is to do exactly the same thing: decide in advance the precise, perfect people you would love to do business with.
Striving for more and having ambition are qualities that have fueled the sales profession since the start of time. This enthusiasm can also be a huge barrier to you taking advantage of the opportunities that are already available. You have the right to choose your customers, decide what success looks like, and identify the quality and quantity of people that you would like to work with. A common mistake is that people fail to execute that choice and find themselves trying to work with anybody and everybody.
I choose to take the perspective that every future customer is no more than a “missing person.” Instead of looking for anybody and everybody, get laser focused on exactly what your ideal customer looks like—to the point that you could describe them to a stranger, as you would with a missing person. Once you have that focused description in your mind, you will see opportunity more often, get more of the right kind of customers, and be more targeted in all of your activities. The additional benefit you gain once you can explain each of your target markets is that other people can help you to hit the target. You can describe them to everyone you meet and let those people introduce you to your missing people or opt in to be potential customers themselves.
There is a part of the brain called the reticular activating sensor (RAS) that is a component our conscious system. It makes decisions throughout the day as to what information is important and what we should ignore. Setting your RAS on the precise customer you would love to meet next means that you start to see and create opportunity everywhere you go. I am not saying that you will only deal with people who fit your perfect description, but simply being more targeted in your activity means you get lucky more often. I view it just like the game of darts. Every time you throw a dart, you are aiming for something specific. You don't always hit it, yet each time you miss, you still contribute to your score.
To identify your missing people, you can work through three simple steps:
Imagine your dream customer, the perfect person you would love to work with repeatedly. Once you are clear on this picture, take pen to paper and write a list of the exact qualities of this person and the reasons they are perfect for you.
In addition to the list of attributes, you may then need to apply some constraints and boundaries that narrow your gaze and place you in a stronger position to start identifying precise candidates:
Where are they located geographically?
What industry or sector are they in?
How big are they?
How long have they been doing what they do?
Who specifically within the company are you looking to help?
Why specifically would they need you? Combining the answers to these questions with the qualities from your list will put you in a very strong position to identify potential customers.
Create a detailed written profile of the precise people you are looking to do business with and make it as visually appealing as possible. This is your chance to create your “missing person” poster and share the details with all the stakeholders involved in your business.
If you have a range of products and services and have different target markets for each, then simply repeat the process for each specific audience.
Building Your Prospect List
If you are to proactively drive your success as a sales professional, then you must take control by creating a definitive list of potential customers who meet the predetermined criteria you have just set. It is unlikely that you will gain more new customers than you have prospects, and the finest sales professionals always have an abundance of new opportunities ahead of them. Therefore, an essential part of every sales process is to identify a list of potential customers and add to that list as often as possible.
My general rule is to build a list with at least 10 times more than the number of new customers you desire. Start by building the list before approaching the people, because without a quantity of quality, you can quickly hit a dead end. This can dramatically affect your momentum and confidence when you are building your pipeline.
To help you build a massive list, I have developed a simple system for creating a sequential process to maximize your existing network and reach, delivering you a never‐ending supply of names. Build your list of potential customers by following the FRIENDS system:
Friends
—Start your list by considering all your friends in life and business. Go through your phone contacts, e‐mail contacts, social network connections, and address books, considering all people who fit your target market or could help you get closer to it, and add them to your list.
Records
—As we go through our professional lives, we collect reams of information that is full of potential future value. Go through existing and previous customer and supplier records, contacts from previous employment, and libraries of business cards.
Industry
—Consider every industry that you would like to work with or have worked with in the past, and then add relevant individuals and companies from the same or similar industries.
E‐marketing
—The web is a fantastic tool for building your list. Put a contact form on your website to collect phone numbers and e‐mail addresses in exchange for something of value, and use search engines to identify existing buyers of your product or service.
Networking
—Attend events, both formal and informal, to identify future customers for you and your business.
Directory
—Use directories of groups and organizations within your sector to gain the names and contact details of prospects. Start with the directories of groups you are associated with so that you have a common interest to make contact over.
Same Name
—Finally, review your entire list and consider anyone you can think of who shares the same first or last name as any of your existing prospects. You will be amazed at how many names you add by following this simple memory technique.
Please remember that people buy people—your list must be of names of people, not organizations!
Becoming Devilishly Productive
So now you have this giant list of people. As much as this is helpful, it can also be remarkably overwhelming. To professionally prospect a massive list is close to impossible, but your productivity can be enhanced by defining your focus and narrowing your gaze toward specific groups of people.
If you are to find the treasure, have long‐term success, and be in a position in which you have a continuous supply of new business opportunities, you will likely need to look for prospects who fit into different groups. Invest the time to identify three different types of prospects before choosing your focus. You can choose to label these categories in a way appropriate to your circumstances, but to help with the clarity of the example, let's stick to the analogy of hunting for treasure.
Level 1—Silver Prospects These are the opportunities that should be your easy wins and should provide you with the short‐term success you need to keep doing business. They possibly came to you through a direct inquiry, have an immediate need, and are transactional in their nature. It is unlikely that these people are going to be big spenders; however, they make decisions quickly, are not very price sensitive, and are an essential part of your sales success.
Level 2—Gold Prospects These are people you have proactively selected as potential valuable core customers of your product or service. Perhaps they are already buying from somebody else and may be a little slow to make their decision, but they have the ability to deliver an ongoing, repeat spend to you.
Level 3—Platinum Prospects These premium prospects are your high‐reaching dream opportunities—perhaps the perfect sale, the ideal account, or the elusive “big fish.” This is an opportunity that, if you were to secure it, could make your year or even be life altering for you personally. They are unlikely to have you on their radar, already have an abundance of others trying to win the same opportunities, and are notoriously challenging to get in front of.
Having these three categories means that you can split your big list into smaller areas and, before taking action, choose what type of customers you are currently looking for more of. All this preparation can still leave you paralyzed and lacking the focus to determine where to point yourself. You may have hundreds of potential customers in each area, so that this abundance of opportunity stops you from moving forward.
Instead of working with everybody, your next smart step is to become what I call “devilishly productive.” The reason I call it this is because it involves taking each of your three categories and selecting just six specific contacts to work on in each area. Six silver, six gold, and six platinum prospects (666) gives you a workable total of just 18 people.
The first six “good” prospects become your bread‐and‐butter sales—they decide quickly and drive instant profit and opportunity into your business. They're unlikely to make you whoop and holler with excitement, but these are the people you need to keep moving forward and help feed you on the journey to find the people who are going to close in your next six.
This next six people you focus on are your “better” prospects. These are the ones who, when you do secure them, make for a good day. This is when you get super excited, so this is your gold—what you're really looking for.
