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- Herausgeber: John Wiley & Sons
- Kategorie: Fachliteratur
- Sprache: Englisch
Turn the tables on the social dynamics of sales--stop chasing prospects and start closing deals Sales Badassery: Kick Ass. Take Names. Crush the Competition is a no-nonsense guide to transforming your entire attitude to sales, turning the old way of doing things on its head to shift all the power to you. The common myth of sales strategy tells you to approach a prospect from a position of deference--they hold the superior position, forcing you to supplicate, beg, make undue concessions, and be at their beck and call during and after the sale. This indispensable work shows you that levelling the playing field is not enough, you need to slant it in your direction. The innovative Sales Badassery philosophy enables you to turn yourself into an unstoppable sales powerhouse, taking no prisoners along the way. Best-selling author Frank Rumbauskas has distilled years of successful sales experience into an effective sales philosophy. This invaluable book provides the tools and guidance for transforming ordinary salespeople into top-level businesspersons. Regardless of what you sell, the proven techniques of this essential resource will empower you to: * Transform yourself into a Sales Badass, respected by your customers and feared by your competitors * Stop sucking up to your prospects and never accept the word "no" * Adopt a zero-tolerance policy for disrespectful and unreasonable customers * Convert customers into colleagues to expand your contacts and increase referrals Sales Badassery: Kick Ass. Take Names. Crush the Competition is a must-read for everyone tired of chasing prospects and selling their souls for the sake of a sale. This transformative approach to sales will enable you leverage your power, conquer your competitors, and steer your goals in the direction you always wanted.
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Seitenzahl: 325
Veröffentlichungsjahr: 2019
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Sales
Kick ass.
Bad
Take Names.
Ass
Crush the Competition.
Ery
FRANK J. RUMBAUSKAS
Cover design: Paul McCarthy
Copyright © 2019 by Frank J. Rumbauskas. 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, Inc., 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 http://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 author shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages.
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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: Rumbauskas, Frank J., 1973-2018 author.Title: Sales badassery : kick ass, take names, crush the competition. / Frank J. Rumbauskas, Jr.Description: First Edition. | Hoboken : Wiley, 2019. | Includes index. | Identifiers: LCCN 2018051261 (print) | LCCN 2019003426 (ebook) | ISBN 9781119546351 (AdobePDF) | ISBN 9781119546375 (ePub) | ISBN 9781119546344 (hardback)Subjects: LCSH: Sellling. | Marketing. | BISAC: BUSINESS & ECONOMICS / Motivational. | BUSINESS & ECONOMICS / Marketing / Direct.Classification: LCC HF5438.25 (ebook) | LCC HF5438.25 .R856 2019 (print) | DDC 381–dc23
LC record available at https://lccn.loc.gov/2018051261
Dedicated to Agnes and Maeve, whom I love more than anything else in this world. And to my wonderful grandmother, “Nannie Bea,” who has always been like a mother to me. I wouldn't be who I am today without her and her unlimited, unconditional love and encouragement.
CONTENTS
Cover
Preface
What’s Wrong with This Picture?
The Problem with Modern Sales Professionals
A Modern-Day Warrior
The Man without a Smile
Selling versus Negotiating: The Importance of Power
Let’s Kick Some Ass
Note
1 SALES BADASSES ARE INSTANTLY LIKEABLE
The Secrets of Making People Like and Trust You Instantly—and Making Them Buy
The Three-Step Strategy to Instant Likeability
2 SALES BADASSES NEVER DRESS LIKE SHIT
The Psychology of Good Clothes, and How to Use It
A Very Disappointed Princess
Note
3 SALES BADASSES NEVER CHASE OR BEG
Getting What You Want without Chasing, Begging, or Selling Your Soul
A Very Sad (and Broke) Cold Caller
Why Chasing and Pursuing Are Losers’ Strategies
The Wanting-It Tax
Cat Theory
4 SALES BADASSES ALWAYS ASSUME THEY’ll WIN
The Power of Autosuggestion in Sales Badassery
Practical Goal Setting and Achievement
“Impossible” Sales Easily Closed with This Mindset
Overcoming Your Limiting Beliefs— Sales Badasses Have None
Mental Movies
The Psychology of Good Clothes, Revisited
Limiting Beliefs Common to Salespeople
5 SALES BADASSES ARE POWERFUL TO THE VERY END
Selling and Negotiation Are One and the Same
A Primer on Negotiating
What Is Power in Sales?
Power in Negotiation
Keys to Power and Sales Success
6 WHY SELLING IS A LOSER’S STRATEGY
How to Succeed in Sales
Why Avoiding Selling Benefits Sales Badasses
The Sales Badass Is Very Hands-on
The Yes Ladder
Going Under the Radar for Easy Sales
Selling and Programming Walls
7 BOLDNESS IS FOR LOSERS
Sales Badassery Self-Confidence
Show Me, Don’t Tell Me
8 SALES BADASSES
NEVER
SEEK APPROVAL
Stop Chasing and Start Getting
“Just a Few Dollars”
Approval-Seeking Behaviors
Ditch Your Secret Excuse
9 SALES BADASSES ARE HUMAN LIE DETECTORS
Know Which Objections Are Real and Which Ones Are Bullshit
Detecting Lies: Quantity Over Quality
The Verbal Deceptive Indicators to Watch For
The Body Language of Deception
Putting It All Together
10 PERSUASION THE SALES BADASSERY WAY
Sales Badasses Never Sell—They Make People Want to Buy
Customers Always Come First
What Motivates You to Sell?
How Misguided Persuasion Hurt Me
The Law of Compensation
Sales Badassery Persuasion
Making Honest Persuasion Your Foundation
11 HOW TO BECOME A
PROMINENT
SALES BADASS
It Doesn’t Matter Who You Know—What Matters Is Who Knows You
Becoming Prominent in the Twenty-First Century
The World Won’t Beat a Path to Your Door
Podcasting: Today’s Mainstream Radio
Dominate Your Space with YouTube
Live Video
Facebook and Twitter
Speaking to Attain Prominence
12 NETWORKING THE SALES BADASSERY WAY
Sales Badasses Don’t Network, They Leverage Networking
The Loser’s Networking Strategy
How One Man Became “Mayor” of His City
Zero to $20,000 a Month Through Networking Badassery
My Favorite Networking Venue
13 SALES BADASSES THINK
BIG
!
Your Results Will Never Exceed Your Thoughts
The Ass-Backwards Sales-Goal-Setting Method
How to Train Your Mind to Produce Big
The Death Knell of Goal Achievement
Goals Turned Obsessions
About the Author
Acknowledgments
Epilogue
Index
WILEY END USER LICENSE AGREEMENT
List of Illustrations
Chapter 1
Figure 1.1 President Ronald Reagan perfectly executing the broad smile, the head tilt, and...
Guide
Cover
Table of Contents
Preface
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E1
1SALES BADASSES ARE INSTANTLY LIKEABLEThe Secrets of Making People Like and Trust You Instantly—and Making Them Buy
Sales Badass. Just the name conjures up images of some Hollywood-type sales pro with slicked back hair, an $8,000 custom suit, an imposing figure with a serious look and strong body language. Someone like Alec Baldwin’s character in the movie Glengarry, Glen Ross.
It hardly conjures up images of someone who is instantly likeable; however, one of the primary skills of the Sales Badass is to do just that—be not only likeable to prospects, but also to gain instant likeability and immediate trust that is enduring. It will not only set the ball rolling in motion to get the sale with no trouble from competitors, it will stick all the way through that sales pro’s relationship with the prospect, soon to be customer.
Politicians are prime examples of likeable bad asses—they can be dishonest, deceptive, and downright ruthless. Donald Trump is by far one of the most polarizing presidents of all time, and yet those who have met with him, in either a business or political context, will say he is the kindest and most gracious host who has ever had them.
Likewise, George W. Bush simply doesn’t have a personality that the media likes. He just doesn’t, and his frequently awkward speech comes across badly on television and leaves people with the impression that he’s arrogant. As someone who lives just a couple of stoplights away and has talked with him numerous times, I can tell you he’s the kindest, most generous man, who never speaks a bad word about anyone. I’ve never met Bill Clinton but have heard the same. (I met George H.W. Bush and it was true about him as well.)
Now consider people like me. It’s true that I’m not exactly “Guy Smiley” … but it works. (However, smiling is extremely important in the right situations, as you’ll learn in just a minute.) There are multiple reasons, but for now, let’s start getting people to like you the moment they meet you. Keep in mind this doesn’t just apply to sales—these are life skills that can be applied to any person-to-person interaction, so use them to your advantage whenever possible.
Here’s a real-life example of how I used the strategy you’re about to learn back in my days of advertising sales to win over a difficult yet valuable prospect everyone else in the office failed to engage. He was a big man from North Carolina, older and very, very Southern, and all the sales reps who failed to get through to him were kicked out of his office within a few minutes with a loud, Southern, “WE CAN’T DO BUSINESS! GET OUT!”
It’s the kind of challenge I just couldn’t resist, so I called and he accepted a meeting. (Note that he always accepted meetings, they just rarely lasted long.)
I arrived at his office and the receptionist asked me to take a seat while she notified him.
When it was time to go in, here’s how I made my entrance, and notice precisely what I did:
First, I opened his office door and stopped in the door frame. Immediately upon making eye contact I flashed my eyebrows for a split-second, gave a broad smile that was complete and included my eyes and crow’s feet, and tilted my head to the side. Since I was a man communicating with another man, the only time this technique is used, I also quickly jutted my chin out as well.
He welcomed me in with an equally huge smile, gave me a hearty handshake with both hands—always a good sign!—and invited me to sit down.
I maintained my likeability strategy through the appointment, changing facial expressions and smiling and not smiling when appropriate, using the head tilt when it made sense to do so, and I walked out with a deal without hearing, “WE CAN’T DO BUSINESS!”
Please note that the Sales Badassery Likeability Strategy includes three specific techniques. When I opened his office door and paused in the door frame until he made eye contact, that was a separate body language move that communicates dominance and so-called Alpha-ness. In other words, it set me up as a potential leader of the situation, which is how I ended up.
Now, before going any further, I need to eat some of my own words here. In the past I’ve always talked about the fact that you have to get your prospects to respect you in order to get a sale, and that being liked wasn’t necessary. And it’s true, to a degree. I’ve had plenty of customers who didn’t necessarily like me; however, they all respected me, and it’s why they bought from me in the first place. And they continued buying. I’ve always been critical of so-called “sales experts” who endlessly preach that you must be likeable to get lots of sales. I’m living proof that isn’t true, but after adding likeability to the mix while keeping respectability, I’ve discovered a truly killer combination that will nail down the sale for you every time.
Just being likeable will get you sales—to a degree. Likewise, only getting respect from prospects will also get you sales—to a greater degree than likeability alone, but the one-two punch of both like and respect put together is really a knockout combination.
Before I go into the details of the Sales Badassery Likeability Strategy, know that this information was developed by the FBI’s behavioral analysis experts and is routinely used by FBI agents who interrogate suspects, frequently with the suspect even saying, “Hey, for an FBI [interrogator/polygraph examiner/special agent], you’re a pretty nice guy!”
The Three-Step Strategy to Instant Likeability
Remember those former US presidents I mentioned? Seemingly everyone who meets one will tell you that they “make you feel like the only person in the room.” Having met three—Gerald Ford was the other, in case you’re curious—I’ve not experienced that; however, as an expert on this topic, what I have noticed is what I’m about to explain in detail, and it’s this sequence of techniques that creates the “only person in the room” feeling. (Something tells me that Bill Clinton only runs this on attractive women, but hey, who am I to judge?)
There are three steps you must execute immediately upon meeting someone new (four for men), sales prospect or otherwise, to get instant likeability and immediate yet lasting trust:
The eye flash
The full smile
The head tilt
The chin jut (for men only)
These are the so-called friend signals that our brains have developed to look for and recognize, all unconsciously. When someone meets you with a quick eye flash followed by a broad smile and head tilt, your logical brain doesn’t say, “Wow, he did the eye flash and is now smiling with his head tilted. I guess I must like this person!” In fact, it all happens automatically and unconsciously.
If you’ve ever had a hunch that you didn’t like someone, and who hasn’t, it’s likely because that person didn’t send you the friend signals upon meeting. And when you meet someone, speaking in a professional sense, and notice there’s just something about him or her that you like and you want to do business with that person, that’s why. They unconsciously sent you the friend signals, your brain unconsciously interpreted them, and neither of you was ever aware of any of this going on.
The Eye Flash
We’ll cover the eye flash first, followed by the other two, and then learn how to put them all together into one fluid action.
You’re probably never even noticed it, but when you meet someone you like, you flash your eyebrows for just a split second; the actual time for a natural eyebrow flash is about one-sixth of one second, so yes, this will take practice to get it right!
Start observing other people when they meet you, even just walking down the street making eye contact and saying hello. The ones who respond positively to you will also unconsciously flash their eyebrows for about one-sixth of a second. (Of course, this doesn’t work in New York City, where saying hi to random strangers will just make people assume you are insane, but it works great here in Dallas.)
Not only do our brains interpret this signal, they actually look for it! So, if the signal is present, what the other person’s brain interprets is that we are not a threat, we are not dangerous and do not need to be avoided.
The eyebrow flash works exceptionally well at networking functions. Let’s say you’re at a large networking mixer in a big venue. Or even in a small one. Simply look for someone you’d like to talk to—it can be any person at random just to test this out—and send an eyebrow flash upon making eye contact.
If the person is interested in talking with you, you’ll receive an eye flash right back. That’s your green light to go introduce yourself and start a conversation. (And yes, this works in the dating game just as well as in the game of business.)
If you receive no eyebrow flash back—and you have to watch for it, because it’s quick—you’ll know not to waste time with that person. It could be a fluke and if it’s an important person you can still try, assuming you use these techniques, but chances are it’s not a good contact. (See, you’re learning more of my signature “qualifying out” strategies without us even talking about qualifying prospects yet!)
On that same note, whether you’re at a networking event looking for new contacts and prospects or a single person looking for a date, you can keep a keen eye for other people’s eyebrow flashes and save a lot of wasted time avoiding the people who don’t reciprocate yours.
Keep in mind that an effective, friendly eyebrow flash must be accompanied by brief eye contact. The human brain interprets extended eye contact from a stranger as a threat, at least speaking in terms of business relationships—this isn’t a dating or flirting book. If you don’t believe me, try it. You’ll find that people are so put off by extended eye contact that they will go out of their way to avoid any further eye contact with you from that point on. And no, don’t test this on high-value prospects or other contacts you’d like to make!
Most importantly, remember that it should last only one-sixth of a second. The first several times you try this you’ll wind up doing an exaggerated eyebrow flash which other people will interpret as phony, and phoniness does not a solid relationship make. So take time to practice in front of a mirror, preferably daily for several days until you get this right. The key operational term here is brief—one-sixth of a second and that’s it!
The Broad, Genuine Smile
For all my talk about looking serious in photos, a genuine smile is critical to gain trust and likeability from a prospect.
And I don’t mean just any smile. No phony smiles here. No fake picture smiles here. (Don’t you hate it when you’ve been holding a smile for what seems like forever and the person is still fiddling around with the camera? Yeah, me too. Just take the damn picture already.)
I mean a smile. A real smile. That means a smile that makes you look truly happy to meet someone. Indeed, it is the same smile that people show when they are genuinely happy!
The elements of the true smile are:
A wide, broad smile
A smile that extends and shows in your eyes
A smile that’s big enough to cause crow’s feet (the little wrinkles outside your eyes when you are genuinely smiling) to appear
Again, you can practice all this in front of a mirror, and in fact you’ll need to in order to ensure you have a genuine, effective smile; I know plenty of people who put on fake smiles and seem to force them. Even my conscious mind can detect phony smiles, let alone the unconscious part of my brain!
A smile is a powerful likeability signal. It puts people at ease, communicates friendliness and confidence, and makes you more attractive and desirable to do business with.
It also releases endorphins, the feel-good hormones in our brains that are most well known for the so-called runner’s high or exercise high that many of us have experienced. They’re also the body’s natural painkillers and in fact attach to the same opioid receptors in the brain as actual opioid drugs, and as a result they make us feel more relaxed and at ease – which all just adds up to more self-confidence and ability to close the deal.
Perhaps most importantly, a genuine smile puts the other person at ease, makes them feel relaxed, and it makes a person more receptive to others or, in this case, you, dramatically increasing the odds that you’ll close the sale.
Spend time practicing the real smile in the mirror. Unlike the eye flash, this one will be easy to perfect—just put on the kind of smile you experience when you are genuinely happy—seeing loved ones after a long time apart, seeing your kids at the end of the day, getting great news—you name it.
Beware of the fake or “forced” smile, which is instantly recognizable as fake, sometimes by the conscious mind, and always by the unconscious. The “real” smile is used with people we want to build a connection and relationship with, whether that happens to be personal or, in our case, business.
Once you’ve got that down, practice in a mirror with a correct split-second eyebrow flash immediately followed by a real smile. It did take me a little while to perfect this, so practice, practice, practice!
Now that you’ve got those two moves down, it’s time for the easiest one.
The Head Tilt
The head tilt is the third component in the Sales Badassery Likeability Strategy and is the easiest to execute.
At the same time you put the broad, genuine smile on your face, you tilt your head to either side slightly. Which side doesn’t matter unless the other person has their head tilted, in which case you want to mirror them and tilt in the same direction.
Don’t make it overly exaggerated, either. Just a slight tilt to either side. You don’t want to come across like you’re doing it on purpose or trying too hard. That will effectively neutralize the entire likeability strategy.
