What Makes Great Salespeople Great
Summary
TLDRThe video script emphasizes the qualities that make great salespeople, such as self-motivation, definiteness of purpose, and a burning desire to succeed. It references Napoleon Hill's 'Think and Grow Rich,' highlighting the importance of self-management and a systematic sales approach. The presenter, with extensive experience in sales, shares insights on the evolution of sales techniques, the significance of product knowledge, and the necessity of adapting to modern sales strategies. The script also touches on the importance of having a structured sales process and the five common traits needed for successful sales interactions.
Takeaways
- 😀 Self-motivation is essential for great salespeople, and they understand that motivation comes from within.
- 📚 The book 'Think and Grow Rich' by Napoleon Hill is highlighted as influential, emphasizing the importance of definiteness of purpose and a burning desire for success.
- 🚀 Great salespeople have a clear purpose and a strong, persistent drive to achieve their goals, which is more than just a flickering desire.
- ⏰ Self-management is crucial, including the ability to bring closure, be accountable, deliver results, and manage time effectively.
- 🛠️ Job skills, sales skills, and personal skills are the three drivers of sales success, with personal skills acting as a multiplier for performance.
- 🔢 The 'Sales Success Formula' is presented as Job Skills + Sales Skills x Personal Skills = Sales Success Quotient, underscoring the importance of a balanced approach.
- 📈 The '93% Solution' suggests that following a sequential selling process significantly increases the chances of closing a sale.
- 🗣️ Effective communication is key; great salespeople know how to convey product knowledge in a way that is meaningful and relevant to the prospect.
- 🌟 Sales have evolved, and great salespeople adapt to changes, focusing on positioning and tactical marketing to stand out in the marketplace.
- 🔑 The five common traits of buyers include need, authority, ability to pay, sense of urgency, and willingness to listen, which are crucial for sales success.
Q & A
What is the significance of self-motivation in becoming a great salesperson?
-Self-motivation is a necessity for a great salesperson as it drives them to excel without external influence. The speaker emphasizes that true motivation comes from within, and relying on external motivational speakers can sometimes only energize incompetence.
What book is mentioned in the script that has influenced the concept of success?
-The book mentioned is 'Think and Grow Rich' by Napoleon Hill, which has been influential in shaping the concept of success through self-motivation and definiteness of purpose.
What are the two common traits that Napoleon Hill found in all the successful people he studied?
-The two common traits found in successful people according to Napoleon Hill's research were definiteness of purpose and a burning desire to achieve their goals.
Why did Andrew Carnegie ask Napoleon Hill to conduct a study on the science of success?
-Andrew Carnegie asked Napoleon Hill to conduct a study on the science of success to understand the principles and traits that lead to entrepreneurial success.
What is the role of self-management in sales success according to the script?
-Self-management is an obligation for salespeople as it involves the capacity to bring closure, completion, accountability, and delivering results, which are all crucial for sales success.
What is the sales success formula presented in the script?
-The sales success formula presented is Job Skills + Sales Skills x Personal Skills = Sales Success Quotient. This formula emphasizes that personal skills act as a multiplier for performance.
What is the '93% solution' mentioned in the script?
-The '93% solution' refers to the finding that when a salesperson follows a sequential selling process meticulously, they have a 93% chance of closing the sale, as opposed to less than 42% without a structured process.
How does the script suggest salespeople should prepare before meeting with a prospect?
-The script suggests that salespeople should prepare by completing a thorough pre-call checklist, understanding the structure of the prospect's organization, identifying key decision-makers, and mentally preparing before the meeting.
What is the speaker's stance on cold calling as a sales strategy?
-The speaker considers cold calling to be an ineffective sales strategy, suggesting that it's outdated and that salespeople should focus on positioning themselves effectively in the marketplace.
What are the five common traits a prospect must have for a sale to be successful according to the script?
-The five common traits a prospect must have include a need for the product, authority and ability to pay, a sense of urgency, trust in the salesperson, and a willingness to listen to the sales pitch.
Why is it important for salespeople to understand the basics of selling as per the script?
-Understanding the basics of selling is crucial because they never change and form the foundation of effective sales strategies. These include principles like solving problems, getting people to take action, and handling objections effectively.
Outlines
🚀 Self-Motivation in Sales
The paragraph discusses the importance of self-motivation for great salespeople. It emphasizes that motivation cannot be externally provided but must come from within. The speaker dismisses the idea of relying on motivational speakers and stresses the importance of personal drive. The reference to Napoleon Hill's book 'Think and Grow Rich' highlights historical insights into success. The speaker shares anecdotes about his father-in-law and Napoleon Hill's background, leading to the conclusion that successful salespeople have a definite purpose and a burning desire to succeed. They do not make excuses but instead focus on their own abilities and determination.
🛠️ Self-Management and Sales Success
This section delves into the concept of self-management as a key component of sales success. It differentiates between self-motivation and self-management, with the latter being about bringing closure to tasks, being accountable, and delivering results. The speaker, drawing from his extensive experience, outlines that sales success is driven by job skills, sales skills, and personal skills. These elements are combined in a formula where job skills and sales skills are multiplied by personal skills to calculate the sales success quotient. The speaker encourages the audience to rate their own skills and understand the importance of each component in achieving sales excellence.
📈 The Sales Success Formula
The paragraph explains the sales success formula in detail, emphasizing that personal skills act as a multiplier for performance. It uses the example of Bob Jones to illustrate how high personal skills can compensate for lower scores in job and sales skills, highlighting their critical role. The speaker introduces the '93% solution,' based on research from over 12,000 face-to-face sales interviews, which shows that following a sequential sales process significantly increases the chance of closing a sale. The speaker challenges the audience to adopt a systematic approach to sales and demonstrates this through a role-play with a participant named Laura, who outlines a comprehensive sales process from preparation to closing.
🗣️ The Art of Product Knowledge and Sales Communication
This section focuses on the importance of product knowledge and effective communication in sales. It challenges the traditional notion of product knowledge by stating that it's not about the amount known but the ability to convey relevant information to the prospect. The speaker argues against overwhelming the prospect with too much information, which can lead to confusion and inaction. Instead, they advocate for simplicity and relevance in communication, answering only the essential questions, and maintaining a value-driven dialogue. The paragraph also touches on the evolution of sales, suggesting that the fundamentals remain the same despite changes in the sales landscape.
🔑 Five Traits of Successful Sales
The final paragraph identifies five common traits necessary for successful sales: need awareness, authority and ability to pay, sense of urgency, trust, and willingness to listen. It discusses the futility of creating need awareness artificially and the importance of identifying prospects who already have a need. The speaker stresses that salespeople should not waste time with those who lack authority or ability to pay. They also highlight the importance of urgency, trust, and the prospect's openness to listening as critical factors in closing a sale. The paragraph concludes by reiterating that the basics of selling remain unchanged, focusing on problem-solving and decision-making assistance as the core of sales.
Mindmap
Keywords
💡Self-motivation
💡Think and Grow Rich
💡Definiteness of Purpose
💡Burning Desire
💡Self-management
💡Sales Skills
💡Personal Skills
💡Sales Success Formula
💡93% Solution
💡Product Knowledge
💡Positioning
Highlights
Self-motivation is essential for great salespeople.
Motivational speakers can energize, but competence must come from within.
The book 'Think and Grow Rich' by Napoleon Hill is recommended for its insights on success.
Napoleon Hill's research identified common traits among successful people.
Definiteness of purpose is a key trait of successful individuals.
A burning desire to succeed is crucial, not just a flickering desire.
Self-management is an obligation for sales success.
Sales success is driven by job skills, sales skills, and personal skills.
The sales success formula is job skills plus sales skills times personal skills.
Great salespeople follow a sequential process for sales.
Product knowledge is not just knowing about the product but effectively communicating its benefits.
The 93% solution highlights the importance of having a structured sales process.
Sales have changed, with positioning and tactical marketing becoming more important.
Cold calling is considered less effective; building relationships and trust is key.
Successful sales require the prospect to have a need, authority, ability to pay, urgency, and willingness to listen.
The basics of selling have not changed; it's about solving problems and helping make decisions.
People are more likely to buy when it's their idea and when they do more of the talking.
Never quote price to an unsold buyer; handle premature price questions effectively.
Transcripts
what makes great salespeople great
presented by one of the greatest people
of all me so at any rate as we take a
look at this there are some things about
the highway toward being a great
salesperson they understand that
self-motivation is a
necessity have you ever seen someone
that says you know I'm going to hear one
of those motivational speakers I have a
very simple philosophy about that
there's nothing worse than energizing
incompetence so if you came here today
looking for somebody to motivate you it
ain't going to
happen this interesting book that was
first written in
198 the book was Rewritten again in
1928 it was Rewritten again from 28
until
1938 and this is one of the original
books it's called Think and Grow Rich
has anyone ever heard of the book Think
and Grow Rich Napoleon Hill wrote this
book Napoleon Hill grew up in Wise
County Virginia is anybody familiar with
Wise County Virginia does anyone know
what's up there
nothing my wife lives in the next County
from there originally from tazwell
County in fact her daddy got picked up
the other day for speeding state trooper
pulled him over and said do you have any
ID said about
what last Christmas we had a fire in the
bathroom room fortunately it never
spread to the house and everything was
fine but Napoleon Hill grew up in Wise
County Virginia and and he had an
interesting career he he went to tazwell
business college and then he worked in
the mines and then he started to become
a writer and in 194 19005 he he met a
gentleman by the name of Andrew Carnegie
and Andrew Carnegie said I wanted you to
do something for me kid I want you to go
out and I want you to do the first study
of the science of success and he did
that and the first book that came out
was a 32 series set of books called The
Laws of
Success then he rewrote it in
1928 after the Depression started to
really really crater everything he had
it came out again in the late 30s
gentleman car on board the USS Arizona
he was one of the few who survived he
jumped off swam aore carried the
book this book is worth its weight in
gold it's called Think and Grow Rich
listen to these words
198 remember the philosophy presented in
this book makes every one of these aliis
obsolete
if I had enough poll if I had enough
money if I had a better education if I
could get a better job if I had better
health if I only had time if times were
better if other people understood me if
conditions around me were only different
if I could live my life over again if I
did not fear what they would say if I
had been given a chance if I had a
better chance if I if people didn't know
that that that that I don't have the
opportunities everybody else has if
people would say oh they have a better
territory they have better customers
they have a better product they have a
better price point the truth of the
matter is really great salespeople know
that the motivation comes from totally
them themselves and Napoleon Hill did
some interesting research of these 568
very successful people he concluded that
these people that he studied people
entrepreneurially successful like WT
Grant Rock Bel van Rockefeller
Vanderbilt all of those people had two
common traits I Ur you to write these
down if they make sense the first
trait def definiteness of
purpose a true definiteness of purpose
about what they were doing and why they
were doing it people say to me why do
you do what you been doing and I've been
doing this for 26 years sometimes
speaking 200 times a year around the
country and around the world and people
say to me why do you do that and I say I
do it because I must do
it I do it because I get a kick out of
seeing people's lights go on and say you
know I'm better now than I was
before you empowered me and helped me to
do some things that I didn't think I
could
do you know I don't know anybody who
went a Shore at D-Day for the combat pay
my father-in-law a true American hero 25
combat missions in a
B25 he didn't do the 25 missions for the
air combat pay he did it because he had
to do it and he had an inner drive that
said I must do this it's definite of
purpose the second thing is a burning
desire to make it happen not a
flickering desire but a what burning
desire I love to sell I would rather
sell than do most anything in the world
world and I know lots of salespeople who
are hesitant reluctant I see them
someplace and someone says and what do
you
do and they look with a blank stare and
say I'm
a I'm a
peddler I'm a professional
salesperson in fact people look at me
someplace they say what do you do my
answer is very simple about
what I call a secretary on the phone she
says who is this I said this is Bill
Brook she says who are you with I said
I'm all
alone there's no one with me it's WR
lady see the truth is that self
motivation is an inside job and it's
definit of purpose and a burning desire
and without that fulfillment is never
there the other thing that they know is
that self-management an
obligation you know what self-management
is it's the capacity to bring closure
the capacity to bring completion the
capacity to be accountable the capacity
to deliver results
the capacity to manage time you see this
watch this is a marvelous watch it's
guaranteed for life if it breaks a
mainspring comes out and slashes my
wrist I'm just glad I didn't get a
watch thank you for catching
up how many of you know some people who
are always
late disorganized
organized
unstructured and the argument is you
don't understand I'm creative no you're
sloppy it's
self-management it's self-
motivation the other thing is they
understand that sales success is driven
by three things now let me tell you I
have been cars with 500 salespeople
traveled with them I've personally
trained over half a million salespeople
in 26
years worked in over 2,000 different
companies 450 different Industries
someone once said that I was a
consultant and that's a very bad thing
to tell someone a consultant is a person
who knows 256 ways to make love knows no
member of the opposite
sex so in my little company the Brooks
group I have the highest sales quota
even though we have a phenomenal sales
team I serve as the sales manager for my
company so I sell and I'm the sales
manager I'm the CEO because I'm not
going to talk to you about things that I
don't do and I know very well that sales
is driven by three things and three
things only and these three things are
pretty simple and easy to understand let
me show you what they are the first of
these is job skills job skills is a real
interesting concept how many of you have
we have any sales managers in the room
raise your hands if we have some sales
managers I know we have some of you out
there someone said if we took every
sales manager in America late them end
to end that'd be more
comfortable see most people the sales
managers don't know what to do say they
run a contest you know and do that see
job skill skills are things like product
knowledge things like industry knowledge
things like knowing how to run the
software how to run the computer
something about sic codes those are
things that relate to the hard part of
the
job lots of our clients over the years
have been held hostage by job
skills and lots of people think when
they do sales training that they give
people that information and it's sales
training the second part of this is what
we call sales
skills now when I talk later about this
we're going to be talking about this in
some
detail I am going to tell you that the
state of sales in this world is very
weak for example someone told you when
you were a young child you have The Gift
of Gab you ought to go into
sales no one ever said you had the gift
of asking the right questions and then
buttoning your lip and showing the right
solution how many of us in this large
group of people have seen people sell
something and buy it
back prospecting skills positioning
skills preall planning skills value
added selling skills questioning skills
feedback question skills social proof
skills trial closing skills all of those
skills are part of it but let me tell
you the secret the secret is the third
part the personal skills the personal
skills are things like listening and
goal setting and goal Direction and
results orientation and the capacity to
be a self-starter the capacity to handle
rejection all of those things and I'm
going to tell you the real secret here
and the real secret is not that hard to
understand they understand what we call
the sales success formula and the sales
success formula looks like this job
skills plus sales skills Times personal
skills equals the sales success quotient
and the way it works is it kind of looks
like this you may want to write this
down and think about this mentally or
write your own skill numbers down give
you an example on a scale of 1 to 10 10
being
fantastic one being really
abysmally bad like really bad five being
in the middle everybody with me I would
like you to rate your job
skills your product knowledge your
industry experience your knowledge of
the stuff Gary ha you're out there give
yourself a 10 plus because I know you've
been hanging around that industry for
how many years 30 years you look every
day of it
brother Gary's very much like me a very
young man with badly aging
hair second part of this your sales
skills and I want you to be really
honest about this I'm not talking about
20 Century selling skills I'm talking
about 21st century selling skills where
you understand that needs-based selling
for example is dead because people don't
buy what they need they buy what they
want there's more beer sold than
Bibles don't you tell people going to
help them get what they
want and what they want varies from
customer to customer and we'll talk a
little bit more about that later and
then your personal skills your
self-management your motivation your
goal Direction your results orientation
your empathy all the things that go with
it so let's take Bob Jones Bob Jones
gave himself a 10 and a 10 and a
five 10 + 10
is 20 that's right that's right
20 thank you times 5 is
100 now the next guy gave himself a five
and a five but a
10 who scores
better listen to
me personal
skills are the multiplier of
performance because the example I gave I
played with you but it doesn't make any
difference what it is the multiplier is
what the personal
skills so as a good friend of mine says
the secrets to work very hard on
yourself don't work in your job can I
say that again work hard on yourself
don't work in your job now another
interesting part about this as you look
at what great salespeople they
understand the
93% solution the 93% solution is very
simply this my friends I wrote a book in
1995 with a gentleman by the name of Tom
travisano was called you're working too
hard to make the sale please go to the
book stores and buy the book none of the
world IES come to me they go to the poor
children who used to live at 548 Century
Oaks Drive here in
Greensboro one of them is our camera
person will who's a college graduate
let's hear it for will uh he graduated
from Hampton Sydney College uh he
graduated in in four and a half years he
had a double major beer and
wine no we're very proud of him very
very proud of him and our other young
fellow who is in Washington in Lee
University but seriously here's what we
discovered in that Rec church we looked
at
12,000
12,000 face-to-face sales
interviews and here's what we discovered
when a salesperson had a lengthed
sequential process that they followed a
selling system as it were and they
followed it meticulously they had a 93%
chance of closing the sale without it it
dropped to less than
42% so I'm going to make a challenge
here and I will submit to you that we've
got some people in this audience
who wing
it you go in for surgery we all had some
surgery recently we talked to the
surgeon what would Nancy and I have said
if the surgeon looked at us and said
well I'm just going to go in there and
wing
it I have a knack for
this but you understand I'm a sales
professional yeah you have job skills
so I'm going to show you what I'm
talking about by asking Laura Laura
would you come out and join me here uh
and Laura's going to ask me a question
okay are you ready for the question I am
ready for the question and then I'm
going to answer Laura and then I'm going
to give her an opportunity to ask me
another question okay okay all right
Laura what's your first question Bill
what do you do to prepare before you go
to meet with a prospect I complete my
23o preall
checklist I complete my absolute
understanding of the form informal
structure identify the buyer the user
the check writer the internal Advocate
the style of the buyer the competitive
factors look at the unique differential
that I've got I call for the appointment
confirm the appointment get there ahead
of time and mentally prepare and then
what do you do I issue a statement of
intention what do you do then primary
bonding statement what what happens
after that permission to ask questions
what happens then problem question tell
me more agitation question what happen
solution question and what benef
question then what do you do next
question what do you do then summary
statement and what happens statement of
findings and then targeted presentation
yes what about it feedback yeah what
after that social proof then what revert
to probe yeah isolate objection uhhuh
after that reapply well what about next
more feedback uhhuh and tell me what do
you do after that bill assumptive close
uhhuh tell me what happens then
vertically integrate the account M and
uh what do you do after that justify the
margin uhhuh tell me more take them to
the advocate level and seek them as a
referral tell me what what do you do
after that thank the
Lord let's hear for Laura okay thank you
Laura I appreciate that so you say do
you do this every time my answer
is
yes every
time whether it's a seven figure sale a
small sale a big sale a little sale and
listen to
me I talk less now in my entire life
I've never talked Less in selling and
sell
more so I want have listen to
me shut
up do we have anyone in this audience
who would consider himself or herself to
be an oral
hemophiliac it's the process it's the
system another thing that makes them
great is they understand what product
knowledge is and isn't
if this makes sense write this down
product knowledge is not how much you
know about your
product it's how good you are accessing
what you know and putting it in terms
that are meaningful and relevant to that
Prospect based upon what they're trying
to accomplish with that product or
service in fact I will submit to you
that there's a great chance that the
more you know about your product the
more trouble you're
in what do you
think I know people who are having a
romantic interlude with their product
and it's an x94
742k 815 R and I don't have to tell you
what that means do
I the prospect looks back and doesn't
want to be embarrassed so he or she says
no write this down a confused buyer buys
nothing in the research that we did we
discovered that the average sales
presentation consists of six to eight
features or benefits 24 hours later the
average Prospect remembers one
in 39% of the cases they remember that
one
incorrectly and in 49% of the cases they
remember something that wasn't brought
up at
all but we think oh we have to give them
all of this information so that they can
make an intelligent decision all you're
doing is Raising more room for
objection so let me say this and here's
the point don't ever say anything that
does not bring value to the relationship
or the
communication keep it simple keep it
basic and answer only the basic
questions
now they
understand that sales has
changed
forever forever and ever it will never
be the
same I have never seen anything change
more than sales in the last
decade my dad
sold for 40 43
years for 43 years he was the number one
salesperson in his company listen to
this every
week for 43 consecutive
years my dad graduated from high school
barely he did not know his parents he
grew up in orphanages and Foster
homes but one of the things that I know
is if I brought my dad back to this
Earth today and I said Dad I want to
plop you down in your territory and I
want you to
sell he wouldn't have a clue about what
to
do unless you are working on it and not
just in it as the popular book says the
cheese has moved and to make it worse
you can't find
it so let me share a couple of ideas
with you about how sales has
changed first way that is
changed sales my friends is all about
about positioning it's all about
tactical marketing it's all about how
you as a sales professional are
positioned in your Marketplace in
opposition to in comparison with
everyone else that sells the same
products or service to you bottom line
you must be first foremost in the mind
of your prospect and Richard's going to
be talking about that at Great length
the second thing and please remember
this one the secret to selling and I'll
talk about this later is never in the
selling
it's always in the
prospecting if someone were to say to me
if you've looked at these salespeople
over the years and you've observed them
you've watched them you've seen who
successful and who's not successful
what's the greatest cause of failure in
sales I'll tell you what it is not
having enough qualified
prospects the name of the game is how do
you position yourself the second part of
this the corollary to this is that
listen to me cold calling is
stupid we don't understand that's how we
do it
I'm going to suggest to you that if
you're going to have someone buy what it
is that you sell they have to have five
common traits now let me give you the
five common traits number one they must
have a need for your product and be
aware of
it and you say that's okay I'm going to
go create that awareness has anybody
here ever done that it's like trying to
spit in the wind all things being equal
when I come back in my next life I want
to own the blood franchise in an
emergency
room theyve been need for it and they
what look at this electric power the
second that's consumed it has to be used
again second characteristic they have
the authority and the ability to pay for
it so let me ask you a straightforward
question raise your hand if you've been
in front of someone who had all the
authority and no
ability you're lying to me how about all
the authority and no
ability how about no Authority and no
ability why were you there
because everybody's got to be
someplace and you go back to your sales
manager and say boy we had a great
meeting they really like
this you know what I say to my
salespeople what step of the sale are
you in and what's
next and it's
regimented third characteristic they
have a sense of urgency about the
decision you know what I know I know
that you or I or anybody in this room is
never going to create any urgency for
someone that's not there because it's a
buyer's market that's what's changed you
see the truth of the matter is they're
going to go down the
street so they better have that
heartfelt sense of
urgency next characteristic there's a
certain amount of trust between the two
of you you see people don't buy from
people they like they buy from people
they trust and if you're someone who
gets people to like you I'll tell you
what the way you sell is you sell with
low price which means no margin you're
an approval seeker and approval Seekers
have one thing in common they have
skinny kids
fifth
characteristic they're willing to listen
to you you see an old school selling
said as long as you can get in front of
enough people who are willing to listen
to you somebody
will
buy but you know what else great
salespeople understand they
understand this that the basics of
selling have never
changed they never have
and they never
will you see if you can't get someone to
take action then you're a professional
host or
visitor your job is to solve people's
problems and get them to make decisions
that perhaps they're hesitant to
make because most people need some help
to do
that some of the universal selling
truths that we've discovered over the
years are some of these like people buy
things when it's their idea
that when is your
idea people are more likely to buy
something when they're talking than
when you're
talking we know that
people understand that you should never
begin selling telling or demonstrating
anything about your product or service
until they verbalize what they want to
perceive gain or achieve with that
product or
service one of the ones that I'm going
to talk about later is this principle
never quote price to an unsold
buyer and the biggest issue that some of
you have is what's called a premature
price question and you have to know how
to deal with a premature price question
and as the economy continues to Bumble
and maybe take off a little bit you're
going to get more and more of these
premature price questions and in sales
my friends you have two types of people
the quick and the
dead you either know what to say and
know what to do or you don't
yeah the basics have never
changed that's what makes great
salespeople great
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