30 Years of Sales Knowledge in 28 Minutes

Summary

This sales expert with over 30 years of experience shares a comprehensive 10-step plan for successful sales. Emphasizing the importance of authenticity and ethical sales, the speaker reveals strategies for repeat and referral business, the significance of personal branding, and the art of connecting with customers. The transcript covers the necessity of patience, perseverance, and finding one's unique sales style. It also discusses leveraging existing clients, selling outcomes rather than products, and the power of emotional storytelling in sales. The speaker encourages viewers to embrace a sales mindset, whether they are in sales directly or not, as everyone is a salesperson in some capacity.

Takeaways

• 😀 Authenticity is key in sales; being genuine and honest helps build long-term relationships with customers.
• 💰 The importance of overdelivering on what you sell to ensure customer satisfaction and repeat business.
• 🤝 Building a connection with customers is crucial; people are more likely to buy from someone they trust and like.
• 🚫 Avoiding unethical sales tactics such as tricking customers or using manipulative language.
• 🔍 Finding your own sales style is essential; different approaches work for different people, including introverts and extroverts.
• 📈 Training your team in sales is vital; everyone involved in your business should understand and promote your product.
• 📝 Understanding the rules of selling; there are teachable steps to securing any sale, starting with identifying potential buyers.
• 🔑 Leveraging existing brand partnerships or client relationships can help open doors to new opportunities.
• 🎯 Selling the outcome or feeling that the product provides, rather than just the product's features, is more impactful.
• 🌟 Believing in what you sell is fundamental; it's easier and more effective to sell products that you genuinely think will benefit the customer.
• 👥 Encouraging others to sell for you, such as through team training or brand partnerships, can amplify your sales efforts.
• 💬 The power of the emotional sale; connecting with customers on an emotional level can be a highly effective sales strategy.

Q & A

What is the speaker's experience in sales?

The speaker has over 30 years of experience in sales and has sold to every Fortune 500 company at least once, with most sales being in the tens of millions.

What is the main focus of the speaker's 10-step sales plan?

The 10-step sales plan focuses on teaching people how to think like a salesperson, close sales, and secure ongoing and referral sales through ethical means.

Why is authenticity important in sales according to the speaker?

Authenticity is important because it helps build long-term relationships with customers, leading to repeat sales and a strong personal brand.

What is the '99p rule' mentioned by the speaker, and why is it considered unethical?

The '99p rule' refers to the practice of pricing products at $2.99, $4.99, or $1.49 million instead of rounding up to the nearest dollar or million, tricking customers into thinking it's cheaper. It's unethical because it manipulates customers' perceptions.

How does the speaker define ethical sales?

Ethical sales, as defined by the speaker, involves being honest, authentic, and not using manipulative tactics to trick customers into making a purchase.

What is the significance of overdelivering in sales?

Overdelivering in sales is significant because it ensures that the seller not only meets but exceeds the customer's expectations, leading to trust and long-term customer relationships.

Why is it important to find your own style in sales?

Finding your own style in sales is important because it allows you to sell in a way that is comfortable and natural for you, which can be more effective and genuine.

What is the role of training the team in sales?

Training the team in sales ensures that everyone involved in the business, including clients and colleagues, can effectively sell the company's products or services, expanding the sales reach.

What are the three fundamental steps to getting any sale according to the speaker?

The three fundamental steps to getting any sale are: 1) Identify who could buy your product, 2) Understand the person you're selling to and build a relationship, and 3) Present the product and its benefits.

What does the speaker mean by 'leverage in sales'?

Leverage in sales refers to using an established brand or client's reputation to gain credibility and access to new clients, potentially starting with an investment in leverage, such as offering free services.

Why is it recommended to sell the outcome of a product rather than the product itself?

Selling the outcome focuses on the benefits and feelings the customer will experience from using the product, which is more compelling than just describing the product's features.

What is the importance of selling something you believe in?

Selling something you believe in is important because it allows you to be genuine and passionate, which is more convincing to potential customers and can lead to more meaningful sales.

What is the concept of '1+1=11' in sales?

'1+1=11' in sales refers to the idea of brand partnerships or alignment, where two brands can come together to create a more significant impact than they could individually.

What is the 'emotional sale' and why is it powerful?

The 'emotional sale' is about connecting with customers on an emotional level, showing vulnerability and authenticity, and selling a mission or purpose that goes beyond the product itself. It's powerful because it creates a deep connection with the customer.

Why is it important to have out-of-the-box thinking in sales?

Out-of-the-box thinking is important in sales because it helps you stand out, be memorable, and create unique selling propositions that can attract more clients and close deals.

What role does humor and enjoyment play in the sales process?

Humor and enjoyment play a crucial role in the sales process as they make the experience more pleasant and engaging for both the seller and the customer, potentially leading to better relationships and sales outcomes.