101 Sales Secrets

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101 Sales Secrets

• Leader Global Consulting

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Leader Global Consulting

• SECTION ONE
• Preparing YOU
• For The Sale

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Leader Global Consulting

• 1. Why Did You Start Your Own Business?
• - Time
• - Money
• - Passion
• - Bigger, Meaner, Stronger, Faster than your
  current Employer
• - The answer to this is fundamentally your
  strategic direction moving forward
• If you do not know where you are going any road
  will get you there!

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Leader Global Consulting

• 2. Always Be Totally Present Wherever you are.
• - 80 of all people are never truly present.
  Their body is in one place and their mind another
  
• - Most people are very easily distracted and miss
  out on valuable information and communications
  due to wandering minds. These people are also
  generally not aware they are not present either!
• - So today I would like to suggest you start by
  trying a new approach. After all if we always do
  what we have always done we will keep getting the
  same result! So if you would like to get new
  results start doing things differently

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Leader Global Consulting

• So Start today!Practice being present in this
  room.
• leave all your problems at the door (They will
  still be there later!)
• And ask yourself the following
• Am I willing to be paying this the attention it
  deserves?
• Can I listen more intently to people when they
  talk to me?
• Should I take more notes than I usually would?
• All these questions are steps toward being more
  present, being more present adds to quality
  relationships, and quality relationships are the
  foundation of your business!

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• 3. Have Massive Belief In Yourself
• If YOU dont think you can do it, who will?
• Know What You Want
• Focus on outcomes not problemswhatever you focus
  on expands!
• Successful people believe they are worthy of
  achieving positive results so it comes naturally
  to them
• Take Action
• Starting is 80 of the battle won
• Like attracts likeso get out there, be active,
  be positively taking steps in the direction you
  want to go daily!
• People would rather follow you - than lead
  themselves. Lead them toward where you want to go!

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Leader Global Consulting

• Notice And Measure The Results Of What You Do
• Tune into whether your actions are taking you
  closer or further from your roadmap
• Develop Sensory Acuity both positive and
  negative, all feedback is good feedback. Taking
  action accordingly will assist you in achieving
  what you want.
• Change Your Behaviour Until You Get The Results
  Youre After
• If at first you dont succeed try something
  different
• The definition of insanity is doing the same
  thing repeatedly and expecting a different
  result!

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Leader Global Consulting

• 4. Develop Maintain A Positive Attitude
• Your attitude will directly affect your
  experience and the results you achieve personally
  and professionally in your life. So think about
  what you focus on? Is your glass half full or
  half empty?
• As long as you focus on problems you will always
  find them, just look at the news each night, that
  paints a pretty sad picture of the world. Or you
  can see the good, look for the good, look for
  opportunity, and focus on finding a solution
  because on this planet the stars ALWAYS line up
  towards the result you continually focus on.

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Leader Global Consulting

• Use Positive Affirmations Daily
• Affirm to yourself what you want to create in
  your life
• Say an affirmation out loud in the morning I am
  so happy I cant stop smiling!
• Acknowledge yourself for a job well done at night
  Well done mate, I liked the way you closed that
  deal with ____ today.

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Leader Global Consulting

• 5. What Primary Function Do You Play In Your
  Business?
• - Sales
• - Manager
• - Operations
• - Are you doing too much 10/hour work?
• - What can be outsourced (Bookeeping,
  Accounting, Joint Ventures, Direct Mail,
  Cleaning, Personal Tasks, Human Resources, what
  templates are available to you etc)

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Leader Global Consulting

• 6. What Primary Function Do You Play In Your
  Business?
• - What are the Three Biggest Challenges you
  Currently Face?
• - Time Management
• - Systems
• - Staff Issues
• - Clarity
• - Focus
• - Lack of Experience
• These are areas we MUST strengthen with you and
  ensure this is not where you are focusing your
  energy!

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• 7. Have Written Goals Develop Written Plans
• If It Is Not Written It Is Not REAL!
• Doing Goals
• - Learning French
• - Playing the Piano
• - Hockey Lessons
• - More Time with Mathew
• Getting Goals
• - A New Car
• - More Money
• - Bigger House

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• Knowing Goals
• Studying A Course
• Developing computer skills to compliment day to
  day tasks
• Relating Goals
• Getting On Better With/Spending more time with
  Kids
• Getting over the ex and back on the surfboard
• Developing New Friends with Like-Minded Goals
  and Life Direction (Rarely High School Mates)
• Being Goals
• I Want To Be 110lbs on Nov 15
• A Will Have a Bank Balance of 11,146.00 on Nov
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• - Being Happier
• Make sure all your goals S.M.A.R.T!

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• 8. Strengthening your Reticular Activating System
• The attitude programmer of the brain
• It will program both good and bad.
• Your mind is your preview to lifes coming
  attractions!
• Cooking a meal
• Im a great cook and enjoy it vs I have no time
  to cook

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• Find 10 places to write your goal so you are
  constantly focussing on it. The Universe will
  take you!!
• Like gravity you dont have to know why it
  works. It just works!

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• 9. Do You Have Call Books for All Enquiries?
• Always know where to look
• Always get the right information
• Know where the enquiries are coming from
• Easy to track trends
• These trends most likely present new
  opportunities
• Easy system for your staff/wife/husband to follow

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• 10. Do You Track Conversions?
• How many enquiries per week/month/quarter?
• - Do you know how many people you need to speak
  to in order to get a sale?
• - How can this number be improved?
• - Are you selling 1 in 10?
• - Have you tested different ways and means of
  increasing these ratios?
• Letter prior to rolling up for meeting?
• Email following meeting to decrease chance of
  buyers remorse?
• Test Measure Decide!

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• 11. Improve Your Time Management Skills
• - 80/20 Rules
• - Structured To Do List
• - Weekly Default Diary
• - 12 Month Marketing Plan
• - Measure this constantly
• The Most Vital Resource in Your Company Is TIME!

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• 12. Visualise The Sale Taking Place Before It
  Does
• All elite athletes preach the power of this
• Remember with as much clarity as possible your
  best sales call/sales result or a time you felt
  you achieved something great.
• Remember how it felt use all your senses
• Picture this happening at your next sales call
• See your prospects excited about their yes
  decision
• Picture yourself filling out the paperwork

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• Now see your prospects using the product/service
  and loving it
• See yourself investing a percentage of your sales
  commission/bonus into an income-producing asset.
• Now go and make all of the above happen
• Doing this before every sales call youll be a
  lot more assertive, confident and you will double
  your sales results.

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• 13. Avoid Giving In To Negative Emotions
• Dont despair
• Have a positivity partner you can call when the
  chips are down
• Avoid sappers and surround yourself with zappers
• Dont look for reasons why things wont work!
• Dont talk about problems, talk about solutions
• Remember,
• If you think you can
• or if you think you cant you are RIGHT!

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• 14. What are the Key Strengths to Your Business?
• Personality
• Brand (Franchise)
• Sales Ability
• Work Ethic
• Professionalism
• Your Relationship Network of Good People
• What Percentage of Time Is Spent In This/These
  Area?
• Business Races ARE NOT won behind computers!

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• 15. What are the Key Weaknesses of Your Business?
• Personality
• Branding (Does everything look different and are
  struggling to find a good look and feel?)
• Sales ability (If this is a weakness
  paramount this is addressed/discussed
  immediately)
• Work Ethic (Rolling over and hitting the snooze
  button hard habit to break!)

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• Professionalism
• Your Network (Play tennis with A graders and
  watch your game improve)
• You do not need to have a silver tongue in
  order to be good at sales!

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• 16. What Opportunities Exist For Your Business?
• What sales are you not capitalizing on?
• What products do you not have?
• What cross selling are you not capitalizing on?
• Do you have an upselling strategy (Do you want
  fries with that?)
• What soft item (extended warranty, advanced
  training, coaching, seminar, lunch and learn) can
  you throw in with your hard goods for added
  value?

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• What are they doing successfully overseas?
• Is your skill set being best utilized?
• Are you educating you customers continually
  (newsletter, seminar, guest speakers, latest
  news, links to valuable articles etc)
• Opportunities that do not cost you TIME are the
  best and most overlooked.

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• 17. What Threats Exist?
• Steer Clear where possible
• Develop necessary skills (course, diploma etc)
• Your own organizational skills and strategic
  direction live here for many
• If your car is a mess. Your head is a mess!

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• 18. If You Could Start all Over Again What
  Would You Do Differently?
• More Staff
• Less Staff
• Eliminate Yellow Pages
• Double Your Yellow Pages Ad
• Advertise in magazines
• Website immediately
• Focus on Ebay
• More Sales Focus
• Newsletter out immediately
• Develop Database from Day 1

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• Products
• Services
• Back End of Business more pronounced
• More Networking

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• Commit Learning One New Technique A Day
• What Do You Know About In Your Industry
• Any of the 1001 other areas you can focus on to
  improve your sales career?

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• Create A Fantastic First Impression!
• Personal image
• Physiology
• Professionalism

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• 20. Never Prejudge Prospects
• Dont look at appearances theyre deceptive
• Dont mistake lack of interest for lack of
  interest
• Present to everyone the same way enthusiastically
• Ignore people when they say Im not buying
  anything.
• Make sure you dont ignore anyone during your
  sales presentation.

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• 21. Be Fully Prepared
• Make sure your sales kit tools and paperwork are
  all in order, clean and up to date.
• Have a list of opening/rapport building questions
  prepared for when you first meet your prospective
  client. For example How has your day been?.
• Have answers to the commonly asked
  questions/objections ready and practice them so
  they are fluent and natural.

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• Have a folder of testimonials available for
  clients who need the extra push.
• Have a select A list of satisfied clients who
  you can call when you are with a prospect for 3rd
  party social proof.
• Never Ask Yes/No Questions. The Key is to
  ENGAGE them.

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• 22. Do Your HOMEWORK Before the Sales Call
• Gather your competitors marketing materials and
  brochures so you know what they are doing in the
  marketplace
• Look at your clients/their competitors website
  and print off copies so you are better informed.
• Subscribe to industry journals to remain as up to
  date as possible.
• Obtain and use industry reports to access the
  latest trends and advancements in your prospects
  industry.

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• 23. Utilise any Down Time During Your Day
• Have your goals laminated and put them in key
  places for easy access and affirmation
• Have all the common objections and answers
  laminated and read them before every sales call
• Listen to How To sales tapes in the car not
  radio drivel
• Have a micro-cassette recorder handy to record
  ideas and thoughts
• Install a hands free phone kit in your car and
  call at least 2 clients a day just to say hello
• Keep your environment spotless
• Keep a file for relevant newspaper/magazine
  articles you can collect and send to clients.

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• 24. Educate Your Customers
• Go to a sales call with an idea you think your
  prospect/client can use.
• Send your clients newspaper clippings, journal
  articles, web addresses, anything which may be of
  use or interest.
• Send your clients extra business by starting a
  referral network.
• Offer to conduct a survey or some market research
  about their business/your product!
• Invite them when a well known speaker is coming
  to town
• Educated People Buy More!

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• 25. Develop Great Telephone Skills
• Telephone is an amazing sales tool use it
  wisely
• If this falls into your weaknesses develop
  skills in this area
• Focus on your tonality whenever you use the phone
• Use pacing and matching at every opportunity.
• Write down all the key points raised on the call
  repeat then summarise at end of call

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• Make 5 10 new prospecting contacts daily
• Ring 1 2 A class clients daily
• Always answer within 5 rings and never hang up
  first
• Ensure you are smiling as youre talking they
  can tell
• 95 of Business is done over the phone the
  other 5 -- doesnt get done!!

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• 26. Develop A 30 Second Personal Commercial
• Create a 30 second answer to these commonly asked
  questions
• So what do you do with yourself?
• How long have you been in the industry?
• Why did you decide to become a?
• Why should I believe in you/your product/your
  company?
• What will happen if it doesnt work out?
• Your outside interests after work?
• Become a conversationalist. People love stories
  and relate well to analogies.

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• 27. Be Conversational In Your Presentation
• Speak as though you are talking to friends
• Use pacing, matching and mirroring
• Ask agreement questions while youre presenting
• If appropriate gently touch someone whilst making
  a point (anchoring)
• Gently nod as people talk to you
• Let people say everything they want to say
• Dont talk over people and apologise if you do!
• If You Want to Get Your Hand on Someones Wallet
  Build a Bridge to their Heart!

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• 28. Develop a list of Qualifying Questions
• Determine if the person you are talking to is the
  decision maker.
• Are you the person who has the final say in the
  decision?
• Find out early if the prospect is prepared to
  make a decision to purchase TODAY.
• If I could show you the best (product) available
  today at the absolute best price is there
  anything stopping you from making a decision
  today?
• Make sure there are no other decision makers in
  the loop who are not present.
• Who else apart from yourself is involved in
  making sales and marketing decisions on behalf of
  the company?

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• Find out early which payment method your prospect
  normally uses.
• Ask the prospect if there is an incentive that
  will encourage them to buy today.
• What do I need to do to get your business today?
• Ask the prospect to be straight with you.
• If you like it and you agree you can afford it
  then thats great I can organise immediate
  delivery, but if you dont like it or you cant
  afford it can you be upfront and tell me that
  rather than tell me you want to think about it?

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• 29. Develop A List Of Probing Questions
• Find out their approximate budget
• - Can you remember how much you paid for the last
  ________ you purchased?
• Find out how often your product/service will be
  used.
• - How often do you think you would be using the
  ___________
• Find out who will be using your product/service
• - Will it be for your own use or for someone
  elses?
• Find out how easily they can be upsold (something
  soft with something hard?)
• - How important is image to you?

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• 30. Take Detailed Notes As The Prospect Is
  Talking
• Dont rely on your memory as you will forget
• The more interested you are in what theyre
  saying the more important they will feel
• Curiosity factor is HUGE

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• Include all the notes as an addition to your
  database so you can capture information which can
  be used to-
• Custom make direct mail pieces
• Create targeted surveys
• Provide referrals for your alliance network
• Maximise cross selling opportunities
• Create a client information form which prompts
  you to ask certain questions
• Curiosity is a VERY Powerful Motivator

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• 31. Communicate To Be Understood
• Be Clear
• Tell them what youre going to tell them, tell
  them, then tell them what youve told them
• Settle their sub-conscious
• Use matching and pacing
• Be Concise
• Dont waffle
• Avoid Jargon
• Avoid Puffery
• Retaining Peoples Attention Is getting harder
  (impossible?) 3000 commercial messages daily
• Be Brief
• Practice Your Presentation
• Use a Timer
• Remember to Bullet Point your speech

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• 32. Sell To Help Assist
• Ask people what outcome they want from your
  product/service then provide it!
• Focus on your Products/Services benefits remember
  features tell benefits sell
• Ask satisfied clients for testimonials which
  describe how your product/service helped and
  benefited from them!

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• Mortgage Broker quadruples return! We ran an ad
  for 350 and it provided a 27,415.00 return!
  Thanks to LGC this was over a 400 improvement on
  the previous effort.
• Monica McLeod
• Survey clients to see how you can help them
  better you will be amazed at what you will
  learn!
• Marketing is nothing more than asking what people
  want and then delivering it!
• Marketing is nothing more than asking people what
  they want and then delivering it!

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• 33. Develop And Practice Networking Skills
• When going to a networking function roll up
  with something FREE (workshop, trial, example,
  tickets or consultation etc)
• Create a list of Dream Contacts
• Now build a program to visit them
• Make friends with your competitors
• Chamber of Commerce
• Help others get business
• Have a templated email re introducing yourself
  and reconfirming your FREE offer waiting to send
• Networking is powerful when done correctly!

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• 34. Develop a Contact Strategy
• It costs 6-8 times more to get a new client than
  its does to generate business from an old one!
• 1. Great follow up letter within 3 days
• 2. The follow up call day after letter arrives
• 3. Something humorous or of genuine interest
  within 3-4 weeks
• 4. A meal and further bonding within 2 months
• 5. Another Fax, letter or card after .- 3 days

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• 6. Something fun, even with the family,
  sports event random
• 7. Something to help their business - random
• 8. Another card, letter, gift fax - random
• 9. Make them into a friend
• There will be a direct correlation between the
  size of your database the consistency by which
  you educate them and your INCOME!

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• 35. Have 1000 Belief In Your Company and Your
  Product! It shows!
• Firstly, learn everything you possibly can about
  your company and the products/services it sells.
• Treat the business like you own it!
• Treat the product like you invented it!
• Be passionate about everything your company and
  product does
• If you dont truly believe in your company and
  product it will show.
• Treat every day like its your first day!
• Try to learn one (1) new thing daily about your
  company and/or product.

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• 36. Become A Better Time Manager
• Avoid Have you got a minute meetings
• If you do not respect your time who will!
• Work out the most productive two hours of your
  day
• What are you presently doing that can be
  outsourced? ie Personal tasks farmed to Quest
  for Time Concierge Service
• Write To Do Lists often
• Dont re-read things read once then action it

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• Plan your day
• Keep accurate files
• Use systems wherever possible
• Acknowledge and subsequently Avoid duplicated
  efforts develop systems around them
• Luck is what happens when preparation meets
  opportunity!

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• 37. Be Prompt
• Set your watch five minutes early
• Allow yourself extra time
• Dont be too early
• Respect peoples time
• Ask how long you have got to present your story

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• SECTION TWO
• THE SALES CYCLE

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• 38. Understand the Power of the Questions
• Questions Can
• Qualify prospects
• Can you make a decision today?
• Establish rapport
• What has your day looked like so far?
• Eliminate competition
• Have you seen the reports in the news about?
• Establish credibility
• Did you know that our organisation won the latest
  award?

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• Identify needs
• What problems are you currently facing?
• Find hot buttons
• Is image important to you?
• Get personal information
• Do you have any children what are their names?
• Close the sale
• Would you like me to wrap it for you?
• Develop 25 killer questionslike what???

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• 39. What business you are in? (pain vs pleasure)
• Focus on educating your clients.
• Ask questions designed to generate an increase in
  emotional feeling
• can you remember how you felt as a kid going
  to the dentist
• can you remember the smile from your first
  girlfriend when you gave her flowers

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• Link your product/service to an emotion
• The best salespeople can convey feelings and stir
  emotions with the words they use (Passion sells
  over all other skills).

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• 40. The Sales Cycle

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• 41. Be A Master At Rapport
• People only buy off people they like
• People like people who are like themselves
• Get to know the prospect before your start the
  pitch
• Matching and mirroring
• Tonality and pacing
• Know when to start selling
• Ask better questions and you will get better
  answers

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• 42. Disturb and/or Educate Your Clients
• Educated people buy more
• Point out the problems if they dont use your
  product/service
• Point out the benefits if they do use your
  product/service
• Create an information flyer The 10 things you
  didnt know about

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• 43. Relieve and Reassure Your Clients
• Remember people are afraid of making the wrong
  decision
• Let your prospects know that you understand
  Buyers Remorse but it wont happen because
• Tell your prospects why youre different
• Create a guarantee Our electricians will be
  there on time or its FREE
• Develop the Irrefutable offer so people simply
  cant say no.

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• Clients To Buy!
• Always assume the sale, ALWAYS!
• Be confident when asking people to buy
• When asking maintain eye contact, gently nod your
  head and use SILENCE!
• Have answers to objections ready just in case
• Remember you have to ask for the order 6 times
• 63 of sales situations do not end in an attempt
  to make a sale. Letting them think about it
  and asking them to get back to you is totally
  UNACCEPTABLE after spending your hard earned time
  educating them.

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• 45. Trial Closing
• Make sure you ask lots of smaller
  non-threatening questions which are easy to
  answer and are always answered with a yes
  response. Example Can you see how despite the
  small size it is loaded with features and
  advantages?
• Ask loaded questions which steer your clients to
  where you want to take them. Example Given that
  I can see you appreciate quality and can tell the
  difference, Im sure you would like to see our
  exclusive line, yes?
• The more times you can have someone say yes to
  you, as you explain your product/service, the
  more likely it is that they will say yes when you
  ask them to buy it!
• Do not talk/think about this practice it in the
  mud hut!

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• 46. Try the sequence close
• Repeat the objection just to understand you
  correctly, what youre saying is (take the
  control back)
• Confirm your understanding I can appreciate how
  you feel about that (takes the sting away from
  the objection)
• Tell them theyre not alone compliment them In
  fact we have had a number of astute buyers who
  have mentioned the same thing to us before.
  (They will feel more comfortable knowing that
  they are not the only ones)

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• Explain your guarantee and tell them its ok to
  buy but when they understood exactly how much we
  stand behind or guarantee (repeat guarantee) then
  they felt it was all OK
• Re-build rapport but anyway forgetting that for
  a second when would you
• - let the kids use this if they were
  trained?
• - Like to take delivery so you can use it
  this week?
• Ask for the sale Pick it up or have us deliver -
  in red or blue?

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• 47. Use the Lifetime Value of Product Close
• 80 of a sale is optically stimulated
• Divide the time by the cost - Break it down
  blue?

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• Or

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• 48. Up selling - Would you like fries with
  that?
• Can you create a checklist (value adding
  proposition) of other related items which are an
  obvious fit with what you are selling. Example
  Childrens Birthday Party
• Can you bundle up certain products into
  packages to help people make their buying
  decision easier.
• - Example- Students furniture package.

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• Can you create booklets of services so you can
  receive pre-payment for yet delivered benefits
• - Buy a book of 12 massages only pay for 10
  and receive a free Oil burner and aromatherapy
  kit.
• Can you create your own extended warranty
• Can you include advanced training (maintenance)
  in 6 months to get back in the door
• Include something soft with something hard

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• 49. Referral Selling
• Your Vendors Whether current or former, your
  vendors are an excellent form of referrals.
  Vendors are in an excellent position to link up
  two of their current customers in a mutually
  beneficial business relationship. Notwithstanding
  they are in a position to foster goodwill and
  most importantly the more successful you are
  presumably the more successful they will be!

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• Customers and Direct Contacts Conversely, you
  are a vendor as well to your customers. These
  people are a goldmine of referrers waiting to
  happen provided you develop a forum to ask. At
  LGC we have a referral program to be launched
  that makes our alliances thousands of dollars and
  prizes that include a trip for two to Australia.
  These are the people that know your product and
  services you provide presumably they know
  others who can benefit as well. Dont forget to
  ask them for prospects and contacts within their
  own office or organization. Do not limit yourself
  to work with just one person per office.

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• Employees and Colleagues Men and women who work
  for you are each at the heart of an ever-growing
  network of people who might like to hear more
  about what you do. Whom do they know?
  Professionally? Personally? Where have they been
  what have they seen? Your assistants wifes
  cousins best friends workmate might be the
  biggest account you land this year!

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• Competitors Tricky, perhaps, but also
  potentially very lucrative! I have helped
  clients in all sorts of industries buy leads from
  their competition (they are spending a fortune in
  the yellow pages and in other marketing efforts
  these are people that said no to their offer but
  were clearly predisposed to assistance in what
  you offer) and seen some impressive profits as a
  result. You must learn to view your competition
  in a less aggressive manner then you most likely
  do now.

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• If your competition are unable to fill a
  prospects needs (they cater to a more expensive,
  less expensive, different geographical, different
  style of market), might they recommend you to do
  the job for a 15 20 finders fee. Why not!
  The remaining 80 85 is unexpected found
  profit anyway. And of course you can reciprocate.
  We franchised a business overseas on this basic
  premise we knew where to advertise, how to get
  the phone to ring and where to find the leads
  they sold the leads to people who bought in for
  50K. Notwithstanding your COMPETITION as you
  see it is SELDOM your COMPETITION!!

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• Friends, Neighbors, and Relatives Most of them
  have jobs (except maybe uncle Scotty). And all of
  them have friends. They know you, how hard you
  work, what you represent, what your company
  offers (or do they!! Most people do not take the
  time to explain it PROPERLY abstract
  descriptions do not make you money) and they want
  to see you succeed. If you sell patio
  furniture I hope you do not tell your loved
  ones -- I sell patio furniture!! You sell much
  much more than that.

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• Current Prospects Even if youre still selling
  to them, even if youre still trying to bring
  them aboard, even if theyre still unsure whether
  theyll give you their business, your current
  prospects can point you in the direction of other
  companies or people who also might be in need of
  your business. Dont make it a hard sell. Asking
  for referrals shouldnt be an obstacle to getting
  a new client or customer. In fact it just be
  routine and not withstanding it illustrates
  confidence in what it is you do and you just
  might find your conversions go up within your
  current sales funnel as a result.

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• Others are looking for some more time to make
  their decision and like the idea of you giving
  you others to call on whilst they make the
  decision themselves and alleviates some pressure.
  And, if they help you get other customers, why
  not offer them a preferred price (they could be
  struggling for cash and this is the reason they
  have not signed kills two birds with one
  stone)?

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• Unconverted Former Prospects Just because
  someone did not take up your offering or even
  they decided to go somewhere else doesnt
  necessarily mean you should wash your hands of
  them. Unconverted prospects are in a unique,
  useful position. They have been in your sales
  process, so they have a clear understanding of
  what it is you offer. They also know which of
  your needs you did not meet with that knowledge
  they are well placed to give you some excellent
  referrals, people and companies who would benefit
  from what you do best. And let them know what
  they, too, will benefit by giving you referrals.
  Gifts, prizes, and finders fees are useful
  incentives to help them think of appropriate
  people. Never give up on an unconverted prospect!
  Databases make you rich

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• Fellow Members of Churches, Associations and
  Special-Interest Groups - Here you will find
  like-minded men and women, who in many ways
  already share your view. Associations and special
  interest groups (eg CGAA, church, cigar clubs,
  poker club, travel groups, musical organization,
  car club etc) are great places to strike up
  social relationships that can turn into warm
  business contacts.

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• Industry Leaders Who are the respected figures
  in your industry? Do they know about you and your
  business? Why not? Get their attention. Get to
  know them. Let them know you admire them, that
  you respect their opinion. Ask them for advice.
  And make sure you get to know what kind of person
  you are. If you are patterning yourself after
  them, they cant help but like you, can they?
  These men and women are an invaluable source to
  which others will turn when looking for services
  and businesses they can trust. How effective
  would it be if, when asked, this industry leader
  a celebrity in his or her field suggests you
  and your business?
• The bus is travelling downhill regardless you
  might as well get behind the wheel and steer!

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• 50. Cross Selling
• What other companies products/services can you
  sell along side your own?
• Work out where you are on the food chain and
  promote whoever comes next.
• For example
• Cabinet maker Attic Storage Specialists
• Electrician
• Sky light installer
• Cabinet maker
• Carry other peoples business cards or Speed
  dial them to set up appointments.
• Formalise the arrangements and review them
  quarterly.

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• 51. Reactivation Selling
• Clients lose your phone number just like you
  lose theirs!
• Christmas is coming what are you doing
  special to generate sales?
• Build a strong database of past clients
• Use CRM software to its maximum benefit.
• Example Act, Goldmine Tracka
• Break your clients into ABC grade clients
• Contact your client base every 90-120 days with a
  compelling offer
• - Run Out Stock
• - Monthly Specials
• - Seasonal introductory offers
• Create an incentive program for re-activated
  sales

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• 52. Do you have a Joint Marketing Program?
• Who has exhausted a whole lot of time money and
  resources to deal with whom you wish to deal?
• Make a list of 25 working in a complimentary
  field
• Powerful to have someone with credibility to say
  good things about you
• Initiate Co-op advertising
• Where do you fit in the food chain?
• Forward-thinking, successful-people are who you
  should be aligning with
• Personal trainer does direct mail with local gym.
  Both take one side of the page and split the cost
  in half. If it works once, it will work again!
  Next time double your coverage and include two
  tickets to your next event/workshop

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• Get your accountant/web designer/graphic
  designer/active networker etc to send a letter
  offering a sample of your services/free
  trial/free lunch and learn as a thank you for
  his/her clients being loyal
• Do a workshop presentation with another industry
  leader
• Have other businesses sell your products and
  services for a 20 commission
• Always amazes me how many people cold call ice
  prospects and do not bother to try align with
  people servicing their market!

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• 53. FREE in order to attract clients?
• Free offers
• Free one week trials
• Free Workshops
• Free Seminars
• Free Events
• Example Restaurant
• Free 20 Dinner provided you come in within 14
  days (get them to act). In real costs you are
  looking at 6 and I can guarantee your staff are
  going to get some great tips which is great for
  motivation. Do the math if you give away 25
  dinners and find only one customer that comes in
  once a month for the next 12 months with a family
  member.
• Think your advertising might pull a little better
  with a FREE Dinner? The 30 second elevator speech
  work a little more effective at the CGAA
  Networking function?

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• Example Laundromat
• Target key potential clients (via joint ventures)
  for a FREE Bag Wash worth 25. Hard cost to you
  is approximately 6. Find one god customer that
  comes once a week for an entire year and only
  receives the minimum 25 order multiply the 25
  by 52 weeks and you have 1300.00 over one year.
• Think this would be an ok FREE offer for the
  local day care Centre and they might send you a
  few clients after the special is well and truly
  over?

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• 54. Learn the F.A.B. Rule
• Features
• Learn and know all the features of your
  product/service
• Determine what are the most important/desirous
  features of your product/service
• Advantages
• Point out the advantages of the particular
  features your product/service has
• Use these advantages to compare with other
  similar products/services
• Benefits
• Explain how your clients will ultimately benefit
  from your product/service

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• For Example

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• 55. What Is The Biggest Buying Signal In The
  World?
• How much is it?
• Dont reveal the price until the prospect asks.
• Have finance available for clients
• Offer vendors finance
• Learn To Recognise Buying Signals
• Prospects often tell you when theyre ready to
  buy
• Pay attention
• Look for non-verbal cues
• - Leaning forward
• - Eyes focussed
• - Increased concentration
• - Smiling
• - Nodding
• - Read and react to body language

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• 56. Overcome Objections
• You already know what they are have you
  practiced over coming them?
• Have you scripted what you came up with and used
  it on to your prospective clients?
• Assume the sale, but expect an objection
• Understand that objections are seldom objections
  - just stalls
• Listen to the prospect but listen to understand
• Think of the solution/ask the client to think of
  the solution
• Create an atmosphere of trust
• Answer the objection then immediately move on.
• Incorporate answers to common objections into
  your presentation.
• Use a diagram
• Once you an order do not keep talking about
  business

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• 57. Learn to Love Objections
• They
• - Indicate buyer interest
• - Customers often wont tell you their objection
  at first?
• - Have 10 answers ready and know them verbatim
• - Check your ego at the door!!

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• 58. Use Testimonials
• They are like sales weapons
• Get letters from satisfied customers that
  overcome standard objections.
• Try to have the testimonials pre-empt peoples
  concerns about buying your product or service.
• I was originally concerned whether your
  companys product would be good value and pay for
  itself. But after
• Take a photo of you and the client and print the
  testimonial underneath.
• If you feel the appointment/ sale is shaky send a
  testimonial with a positive note afterwards.
• Develop a list of satisfied clients that are
  happy to take interested prospects phone calls.

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• Testimonials

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• Testimonials

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• 59. How Do You Maintain A Relationship With
  Customers After They Buy From You?
• Thank You Cards
• Special Offers
• Newsletters
• Personalized Communications
• Loyalty Program
• Articles of Interest
• Discount Cards to Premium Clients
• The Frequency at Which People Buy Is the Most
  Underutilized Area of Increasing Business.

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• 60. Customer Surveys
• Marketing is asking what they want and
  delivering it
• Great way to keep in touch
• A 10 response is excellent
• What one person says you can bet 10 are
  thinking it
• Have you sent one out to your customers?

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• 61. Do you have a Corporate ID for Your Business?
  
• Make everything look the same
• Branding is paramount to your success as a
  Marketer
• Use the right colors and design to get your
  message across

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• 62. Do You Have a Media Release
• Do three
• Send one to the papers every week
• Be controversial
• They like unique stats and graphs
• Slow news day they go looking
• Use a powerful headline

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• 63. Have You Tried Direct Mail?
• Do not say it doesnt work until you have tried
  it
• Can increase cold calling ratios by 2000
• Fax, Email Traditional Snail Mail
• No pretty pictures tell them what you want to
  tell them!

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• 64. Have You Explored Telemarketing?
• Can be VERY Profitable
• Must have a Great Offer
• Test - Measure - Decide Offers
• Develop Script that works
• Outsource this to single Mom or someone with time
  at home
• Can you structure it so you pay for results?
  (This is dependant upon your offering)

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• 65. Do You Do the Yellow Pages?
• MUST measure results!!
• What does your ad say?
• Does it have a headline
• Does it have an element of disturb?
• Does it have an offer?
• Do you promote a guarantee?
• Do you have a FREE Consultation?
• Do you have a FREE Report they can phone for?
• Do you look like/say what EVERYONE else in your
  section does?

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• 66. Have You Experimented With Small
  Publications?
• If you could gamble 500 in the casino with the
  possibility of never cold calling again would
  you?
• Jive Weekly
• Good Morning News
• Coupon Books

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• 67. Does the Internet Work FOR YOU?
• Website
• E News
• E Zine
• Newsletter
• Do you Ebay
• Do you Use Buy and Sell

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• 68. Is Your Website/Email Address Mentioned on
  all Your Marketing Material?
• Be consistent
• Make it easy for people to contact you their
  way
• yourname_at_yourcompany.com is more professional
  than an _at_hotmail account

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• 69. Do You Have Ten Domain Names Registered all
  Directed to Your Site?
• What creative names can you think of that
  resonate
• Do you own www.yourname.com

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• 70. When Was the Last Time Your Website Was
  Updated?
• Paramount your content is continually updated
• New Stock and Events Must Be Uploaded
• Schedule one hour per week
• Is there a 16 year old You Can Pay To Do This
• Keep it fresh if you expect people to come back

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• 71. Do You Have an Auto Respond Feature On Your
  Site?
• The first person to respond has top of mind
  awareness
• Young Professionals use the internet like the
  Yellow Pages were used in the 80s
• A great chance to give an outline of your
  product/services/prices
• Do not make it a two sentence disaster!

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• 72. Does Your Website Make You Money?
• Most companies should be able to use the net to
  generate sales

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• 73. Do You Have a Database on Your Computer?
• CRM Software
• Segment the database (cities, products, service,
  A B C class client)

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• 74. Do You Have a Strategy Specifically For
  Collecting Database Info?
• Paramount you have this strategy in place
• Collect business cards at Trade Shows/Fairs
• Develop a KPI for this and challenge yourself
• Have a Weekly World Record

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• 75. Do You Have a Script to Record Information
  For Database Even If It Is Not A Sale?
• Ring a Real Estate Agent and see how they handle
  your call
• Develop something similar
• Just because they are not keen to do business
  this second doesnt mean via constant contact
  they will get over the line in 6 months
• Your Database can make You Rich Your Products
  and Services Will Not!

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• 76. Do You Have a Strategy Developed Around
  Contacting Your Database Monthly?
• Your database can be contacted twice a month
• Contact them every two weeks to educate them
  contact them every two weeks with an offer
• Basically develop a good mix of education vs
  trying to sell them something
• MUST veer towards the educational side of the
  ledger

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• 77. Dont Force the Sale
• Dont ever be a desperate sales person
• Avoid the hard sell always and walk them around
  the outcome you would like
• Never think about the money
• Close firm not hard
• Make people buy from you the cult of personality

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• SECTION THREE
• THE PSYCHOLOGY
• OF SALES

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• 78. Study Neuro Linguistic Programming
• NLP was started by John Grinder, a linguistic
  professor, and Richard Bandler, a mathematician,
  at the University of California at Santa Cruz
  (UCSC), around 1975.
• Program your subconscious
• Learn to influence other peoples sub conscious
• Matching mirroring look the same way, copy
  facial expressions body language
• Modelling behaviour find a mentor or hero and
  copy what they do down to the last detail
• Pacing and Pitching talk at the same rate, use
  the same words

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• 79. Become a master at body language

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• 80. Know the 4 personality types
• Belongers 55
• Love normality and regularity
• Creatures of habit
• Football team, Sunday roast, Pontiac cars
• Achievers 10
• Buy Branded goods
• High income
• Like exclusivity

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• Emulators 20
• Champagne taste on a beer income
• Highly leveraged
• Try to afford the best
• Socially Conscious 15
• Concerned about environment
• Practicality Important
• Energy efficiency, pollution aware

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• 81. How to sell to Belongers
• All the smart people know how good this is
  compared to the other model
• Everyone is focussing on this at the moment
• More and more people are buying this brand now
• We do expect to run out quickly due to its
  popularity
• Weve been swamped with offers
• This will stay in the family for generations
• Most people who buy a __________ never change
  brands
• Its comfortable, reliable and will never look out
  of place