Flashcards PDF

the the
Sales Sales
The new rules of selling are simple, and you can apply Bible
Bible
them today. Your challenge is not to just use them, but to
master them. 5. Establish common ground - If we both like golf or have kids,
Here are several to ponder. we’ve got issues and things in common that will draw us closer.
1. Say it (sell it) in terms of what the customer wants, 6. Gain confidence - Once you motivate them to act, you better
needs and understands - not in terms of what you’ve got have built enough confidence to buy or they’ll buy from
to offer. someone else.
2. Gather personal information - and learn how to use it. 7. Have fun and be funny - It ain’t brain cancer, it’s your career.
3. Build friendships - people buy from friends not salesmen. Have a great time. If you can make a prospect laugh, you can
4. Build a relationship shield that no competitor can pierce - make them buy. Laughter is tacit approval. Tacit approval leads
My customers and clients have given competitors my to contractual approval.
number to call to ask me my opinion of them. They say, 7.5 Never get caught selling - It makes me mad when a
“Call Jeffrey Gitomer and explain it to him, if he thinks it’s salesperson sounds like a salesperson. Learn the science and
ok, he’ll tell us.” Will your clients do that if your competitor convert it to an art.
calls them? What are you doing to ensure it?
1 © 2003 Jeffrey Gitomer. All rights reserved. 704/333-1112 © 2003 Jeffrey Gitomer. All rights reserved. 704/333-1112
1
the the
Sales Sales
12 challenges to the typesquestions
and styles of
you ask…
Bible Bible
7. Does the question provide a tie down answer that moves
the presentation process closer to a close?
1. Is the question clear and concise? - Does the prospect
understand the question 8. Does the question relate directly to the prospects (business)
situation? - The more direct the question, the more likely you
2. Does the question require productive thinking before the prospect are to get a direct response.
can formulate a response?
3. Does the question force the prospect to evaluate new information 9. Does the question relate directly to the prospects
objectives? - Probe in areas that the prospect can relate to.
or concepts?
4. Does the question make you seem more knowledgeable than 10. Does the question draw information from the prospect that
helps you make the sale easier? - Questions about how your
your competitors by probing in new areas? product/service will be used, what are his/her expectations.
5. Does the question lead the prospect (and you) to draw from past
experience? 11. Does the question create an atmosphere that is positive and
conducive to make a sale?
6. Does the question generate a response that the prospect has
never thought of before? - New twists make you seem different, 12. Are you asking a question back when a prospect asks you
one?
better, at the top of your game.
© 2003 Jeffrey Gitomer. All rights reserved. 704/333-1112

2 © 2003 Jeffrey Gitomer. All rights reserved. 704/333-1112
2
print out 1
the the
Sales Here are some examples and definitions. Sales
Guidelines to ensure maximum
Bible Opening lines: Strong, effective openers: Bible
NO SOLICITING success. 1. I need your help.
2. I know you actually run the place, but could I speak to
1. Ignore the sign. the person who thinks they do.
2. Have literature and business cards. 3. Is the king in?
4. I need a loan for $50,000. I wonder if you could help me.
3. Ask for help.
5. I was just next door with _______, and he thought I
4. Offer to leave literature only. might be able help you the same way I helped them.
5. Get the name of the decider. 6. I was just next door with _________, and he
6. Find out the title of the decider. recommended I stop by to see ___________. Is he in?
7. My name is Jeffrey and you don’t know me from a sack
7. Write him/her a note on your business card. of potatoes…
8. Get the business card of the decider. 8. (In summer on a scorching day) I just fried an egg on my
9. Find out when is a good time to call the decision maker. car and was wondering if you have any salt and pepper?
9. Can you point me in the right direction? (A receptionist
10. Get the name of the person who helped you. with a sense of humor will quip, “Sure, which way did
11. Thank the person genuinely for their help. you come in?”)
12. Leave. 10. My boss said if I don’t make a sale I’m fired, so if you’re
not in a buying mood, perhaps you have a job opening.
3 © 2003 Jeffrey Gitomer. All Rights Reserved. 704/333-1112 © 2003 Jeffrey Gitomer. All Rights Reserved. 704/333-1112 3
the the
. . . Write Down your thoughts when the prospect
10 Aspects of WOW… Sales Sales
Bible is talking - don’t interrupt. Bible
1. Be totally persistent 7. Totally separate yourself from everyone else and your
To reach the prospect, to get information and appoint. competition - Have creative, new ideas; have the sale in
2. Be totally knowledgeable about the prospect. Use finished form (design, preliminary layout, sample); Do
the “Mackay 66” questionnaire as a guideline. things professionally no one else would do.
3. Be totally prepared. Have a rehearsed presentation. 8. Be totally confident in what you say and the way you act.
Have a written proposal for what you want to Build rapport; use humor, use humor, use humor; act
accomplish or sell. Develop support tools and support and speak as though the deal was done; use total
documentation. Identify every objection and pre-script, manners. Don’t confuse confidence with cockiness. One
test, and rehearse responses. works the other fails.
4. Be 10 minutes early. Carry a light load (only what you 9. Don’t be afraid to use sales tactics, but don’t be obvious.
need). Don’t leave without knowing where you stand; don’t leave
5. Be totally professional. Great clothing, professional without a written down next action, deadline, and/or meeting.
accessories, brief case, 1st class business cards. 10. Be WOW yourself. sYou must be positive, enthusiastic,
6. Get “to the point” quickly, then question, listen and focused, polished and convinced. You must be outstanding
question. Get your meat out in 5 minutes or less. enough to be memorable.
print out 2
the the
Pushing the hot button only works if you can find it. Sales Sales
Bible Bible
Here are some ways to discover/uncover the hot
button in a conversation: Here are 6 button pushing techniques…
• Ask questions about status and situation 1. Ask questions about “importance” or
• Ask questions about issues of pride
“significance.”
• Ask questions about personal interests
• Ask what would he do if he didn’t have to work 2. Ask questions about the area you think is hot.
• Ask goal related questions 3. Ask questions in a subtle way.
• Look at everything in the office
4. Don’t be afraid to bring up the hot button
1. Listen to the first thing said or alluded to throughout the pitch.
2. Listen for first responses 5. Use “If I (offer a solution)…, would you
3. Listen for immediate, emphatic responses
4. Listen for a long drawn out explanation or story
(commit or buy)…” variations.
5. Listen to repeated statements 6. Use the exact words of the prospect when
6. Look for emotional responses formulating the last (closing) question.
the the
Sales Here are several cold calling elements, guidelines
Sales
and techniques that have proven to be effective:
Cold call (on the phone) Bible
• Opening lines are important
Bible
There are 8 rules to follow. Always follow them. • Opening impressions are important
• After you deliver the opener, make the prospect think
1. Smile when you talk. • Get to the point fast
• If you are asked for price - give it immediately.
2. Give your name and company.
• Determine what your prospect needs
3. GET TO THE POINT FAST • They will resist you
(state your purpose within the first two • They will buy to solve a business problem or satisfy a need
sentences). • Focus on negative prevention
4. Make it short and sweet. • Gain buyer confidence
• Fear of failure doesn’t exist if you believe it doesn’t. Attitude,
5. Try to be somewhat humorous. humor and action (persistence) will whip fears and rejection.
6. Offer or ask for help. • Set your own goals for achievement Selling is a numbers game
7. State that you have important information. • Visualize it happening - Seeing is believing.
• Every time you go through a door, get what you came for!
8. Ask for the sale.
• It’s a big game…have fun and play to win!
print out 3
the the
Sales Sales
If you’re presenting to two or more decision Bible
Bible
makers, these principles apply.
Uncover all objections by asking the group questions early.
Look good, but look plain vanilla - don’t distract the Anticipate objections and cover them in the presentation
audience. Get interaction early.
Get there early and introduce yourself to everyone. Get someone in favor to talk early.
Remember everyone’s name. Address the numbers for those who are analytical Give
solid, hard core, believable facts and move on to the
Get some information about the group in advance. Their emotional issues.
history, goals and achievements.
Win the group emotionally after you have made the
Find the power person Play to the leader. numbers very clear. This is the heart of the selling
process.
Find the problem person and address them head-on
Give good handouts that are clear, concise, high
and early. quality paper, and that lead to a close.
the the
10.5 Subtleties of Networking Success Sales Sales
Bible . . . you must establish some common ground besides Bible
1. Early in the event and near the end of the event business if you want to ensure an easier path to do
business.
stand by the entrance if possible.
7. Try to appoint them now.
2. Spend 75% of your time with people you don’t know. 8. Write all pertinent info on the back of the prospect’s
3. Spend 25% of your time building existing relationships. card immediately.
4. Don’t give your information out too soon. Ask the 9. Don’t sell your product or service. Just establish
other person what they do before you start talking in some rapport, some confidence and SELL AN
depth about what you do. APPOINTMENT.
5. After your prospect has told you about him/herself, 10. Be aware of time. After you have established the
your next move is a choice between establishing contact, got the business card, established rapport,
rapport and an opportunity to arouse interest in what and confirmed your next action (mail, call, appointment),
MOVE ON TO THE NEXT PROSPECT.
you do.
10.5 Play a game with a co-worker. Bet who gets more
6. If the person seems to be a good prospect . . . (qualified) cards. The more you bet, the less likely you’ll
spend one second together.
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the the
Here are 15 Steps to Taking Responsibility when Dealing Sales Sales
with Unhappy or Dissatisfied Customers. Not only does Bible Bible
this method work, but it provides for a self-analysis at the end to
8. Don’t pass the buck. "It’s not my job, I thought he said…",
"she’s not here right now," & "Someone else handles that" are
prevent the same problem from occurring again. All 15 steps must all words that are never applicable or acceptable to the customer.
be used, or loss of a customer will result. 9. Respond immediately. When something is wrong, people want
1. Tell them you understand how they feel. (and expect) it to be fixed immediately. They want it perfect.
2. Empathize with them. (Cite a similar situation, tell them that it makes 10. Find some common ground other than the problem. (try to
you mad too, tell them a similar thing happened to you) establish some rapport)
3. Listen all the way out. Make sure the customer has told you 11. Use humor if possible. Making people laugh puts them at ease.
12. Figure out, communicate, and agree upon a solution or resolve.
everything. Don’t interrupt. Ask questions to understand the Give the customer choices if possible. Confirm it (in writing if
problem better, and to find out what it will take to satisfy them. necessary). Tell them what you plan to do… and DO IT!
4. Agree with them if at all possible. (never argue or get angry) 13. Make a follow up call after the situation is resolved.
5. Take notes and confirm back that all is out and that they have said 14. Get a letter if you can. Resolving a problem in a favorable and
all they want/need to say. positive way strengthens respect, builds character, and
establishes a solid base for long term relationships. Tell the
6. Be an ambassador for your company. Tell the customer you will customer you would appreciate a sentence or two about how the
personally handle it. situation was resolved.
7. Don’t blame others or look for a scapegoat. Admit you (and or the 15. What have I learned and/or what can I do to prevent this
company) were wrong and take responsibility for correcting it. situation from happening again? Do I need to make
changes?
the the
Here’s what your customers have to say about Sales Sales
how they want you to act… Bible • Don’t argue with me Bible
• Just give me the facts • Don’t confuse me
• Tell me the truth, and don’t use the word honestly. It makes • Don’t tell me negative things
me nervous • Don’t talk down to me
• I want an ethical salesperson • Don’t tell me what I bought or did
• Give me a good reason why this product/service is perfect is wrong
for me
• Listen to me when I talk
• Show me some proof
• Show me I’m not alone. Tell me about a similar situation • Make me feel special
where someone like me succeeded • Make me laugh
• Show me a letter from a satisfied customer • Take an interest in what I do
• Tell me and show me you will serve me after you sell me • Be sincere when you tell me things
• Tell me and show me the price is fair • Don’t use a bunch of time worn sales techniques to pressure
• Show me the best way to pay me to buy when I don’t want to
• Give me a choice and let me decide, but make a consultive • Deliver me what you sell me - when you say you will
recommendation
• Reinforce my choice • Help me buy - don’t sell me
print out 5
the the
Here are a 19 signals (questions) to look for: Sales Sales
Questions about qualifications (yours or the company).
Questions about availability or time. Bible Can all of your people answer questions on the phone? Bible
Are these in stock? How often do you receive new shipments? Specific positive questions about the company.
Questions about delivery. What other products do you carry?
How soon can someone be here? How much notice do I have to give you? Specific product/service questions.
Specific questions about rates, price, or statements about affordability. How does the manual feed operate? Do you select the person or do I?
How much does this model cost? What is the price of this fax machine? Specific statements about ownership of your product or service.
I don’t know if I can afford that model. Would you provide paper each month automatically?
Any questions or statements about money. Will you come by each month to pick up my accounting?
How much money would I have to put down to get this? Suppose I like her and want her to work for me full time?
Positive questions about our business (how old, who are customers). Questions to confirm unstated decision or seeking support.
How long have you been with the company? Is this the best way for me to go?
How long has your company been in business? Wanting to see a sample or demo again.
Wanting something repeated. What was that you said before about financing? Could I see the fabric samples again?
Statements about problems with previous vendors. Asking about other satisfied customers.
Our old vendor gave us poor service. How quickly do you respond to a service call? Who are some of your customers?
Questions about features and options (what will it or you do). Asking for a reference.
Is the sorter standard or optional? Could I contact someone you did temp work for using an ACT
Questions about quality. database? Do you have a list of references?
How many copies per month is the machine rated for? Confirming Statements like… I didn’t know that; Oh really; That’s
Questions about guaranty or warranty. interesting; That’s in line with what we’ve been doing.
How long is this under warranty?
the the
Here are 14 guidelines to observe that will sharpen Sales Sales
your listening skills, increase your productivity, reduce Bible Bible
errors, gain customer satisfaction and help you make 8. Listen to what is not said. Implied is often more
more sales.
important than spoken.
1. Don’t interrupt. (But…but…but) 9. Think between sentences.
2. Ask questions. Then be quiet. Concentrate on really 10. Digest what is said (and not said) before engaging
listening. your mouth.
3. Prejudice will distort what you hear. Listen without
11. Ask questions to be sure you understood what was said
prejudging.
or meant.
4. Use eye contact and listening noises (um, gee, I see,
12. Ask questions to be sure the speaker said all
oh) to show the other person you’re listening.
he/she wanted to say.
5. Don’t jump to the answer before you hear the ENTIRE
situation. 13. Demonstrate you are listening by taking action.
6. Listen for purpose, details, and conclusions. 14. If you’re thinking during speaking, think solution.
7. Active listening involves interpreting. Interpret quietly. Don’t embellish the problem.
print out 6
the the
Sales Here’s a few examples of the “Elijah Method” Sales
If you leave a message, here is a collection of
Bible Leave your name and number then deliver half Bible
techniques that have gotten calls returned… a sentence to peak interest:
- Your name came up in an important conversation today with Hugh…
• First name and number only (in a very businesslike manner). - They were talking about you and said…
It seems that calls are returned in inverse proportion to the - I have a deal that could deliver you a hundred thou…
amount of information left. - I’m interested in your…
• Be funny - Clean wit will get response. - I have your…
• Be indirect - “I was going to mail you important information, and - I found your…
I wanted to confirm your address.” - I have information about your…
• Offer fun - “I had two extra tickets to the Knights game and I - Your competition said…
thought you might be interested. (Here’s the sure shot) Please - I’m calling about your inheritance…
call me if you can’t go so I’m able to give the tickets to someone else.” - Are you the (person’s full name) who…
• Remind the prospect where you met - if it was positive first meeting - We wanted to be sure you got your
• Dangle the carrot. - Leave just enough information to entice. share of…
• Ask a provocative or thought provoking question. - I’m calling about the money you left at…
- Hello. I’m calling for Ed Mc…
the the
Sales Sales
Even though the truth hurts, the realization that you Bible Bible
failed to gain buyer confidence is a big step in
making the sale next time. If you’re willing to be 6. Was I apologizing?
objective about yourself and your abilities, ask yourself 7. Did the prospect probe personal issues about my
the following 15 revealing questions… company?
These questions will evaluate your sales performance, and 8. Did the prospect ask doubting questions about my
reveal your ability (or inability) to create buyer confidence product?
from a customer who said no. 9. Did the prospect ask doubting questions about me?
10. Did I name drop other satisfied customers effectively?
1. Was I on time?
11. Did I feel as though I was on the defensive?
2. Was I prepared?
3. Was I organized? 12. Could I overcome all objections in a confident manner?
4. Could I answer all product questions? 13. Did I down the competition?
5. Did I make excuses or blame others about anything? 14. Was my prospect uninvolved in the sales presentation?
15. Was I too anxious to make the sale?… Was I too pushy?
print out 7
the the
Sales Sales
Monday & Friday Success Bible Bible
epitomize a WOW salesperson.

15 characteristics that
are you?
...How many of these
Make a sale first thing Monday morning
1. Persistent (relentless)
9. Fast and to the point
15. Able to get to “yes”

4. Creatively different
Learn something new Monday - try it out right away.
11. Knowledgeable
7. Real (genuine)
Make at least 5 appointments for the rest of the week…
12. Courageous
8. Compelling
13. Memorable
14. Long-term
2. Prepared
Make a sale on Friday afternoon...
6. Truthful
10. Skillful
5. Funny
3. Best
Confirm and solidify your Monday appointment on Friday…
Make at least 5 appointments for next week
the the
Sales Sales
Want to begin to change your attitude? Bible Bible
It will miraculously affect your success (and income). When you face an obstacle, or something goes wrong,
Live these thoughts and exercises. look for the opportunity.
Listen to attitude tapes, attend seminars, take courses.
When something goes wrong, remember it’s no one’s fault Ignore people who tell you “you can’t” or try to discourage you.
but yours.
Check your language - is it partly cloudy or partly sunny? Avoid
You always have (and have had) a choice. why, can’t, won’t.
If you think it’s OK, it is…if you think it’s not OK, it’s not. Say why you like things, people, job, and family. Not why you don’t.
Help others without expectation or measuring (keeping score).
Ignore the junk news - work on a worthwhile project, or do
something to enhance your life. Visit a children’s hospital or find a guy in a wheelchair.
How long do you stay in a bad mood? If more than 5-minutes,
For one year read only positive books and material. something’s wrong.
Count your blessings daily.
16 © 2003 Jeffrey Gitomer. All Rights Reserved. 704/333-1112 © 2003 Jeffrey Gitomer. All Rights Reserved. 704/333-1112
16
print out 8
the the
Sales Sales
Involvement techniques and questions… Bible Involvement in the presentation set up Bible
Ask open ended and probing questions to determine
how interested the prospect is:
• Ask for help with an easel, slide projector, video machine.
“How do you see yourself using…”
“If you decide yes, when would you… • Ask for something - paper, special marker, board eraser.
“How do you see this working in your
• Ask him to plug things in or help you move something.
environment?”
“Do you see how easy it is to operate?” • Take the offered cup of coffee or soda.
“What are the features you like best?”
• You can even call ahead to request that equipment be
“Let the prospect sell himself - How do you
ready and in the room for your presentation (markers,
think this will benefit you/your company?”
projector).
“Ask the prospect if he/she can qualify or
afford the product.”
the the
Sales Sales
7 Steps to Overcoming Objections Bible Bible
1. Listen to the objection and decide if it’s true.

2. Qualify it as the only one.
3. Confirm it again, in a different way.
4. Qualify the objection to set up the close.
5. Answer the objection so that it completely resolves the issue,
and confirm the resolve.
6. Ask a closing question, or communicate to the prospect in an
assumptive (I have the sale in hand) manner.
7. Confirm the answer and the sale in writing.
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the the
Here are the components of the doubling formula. Sales Sales
The mastering of each component is discussed in different Bible Bible
chapters in this book. All of the elements (components) are 8. Your preparedness - Are you ready to sell? If you are you will. If
linked. Their combination will create your pipeline of success. you’re not you won’t. The opposite of preparedness is failure.
There are 12.5 elements in the formula… 9. Your follow up - Tenacious, creative persistence that leads to a sale.
1. Your attitude - The key to your success, get tapes now, listen two
10. Your sales numbers - Know the numbers you need to build your
hours a day, stop doing or listening to negative things.
pipeline and keep it full. Find your formula and use it.
2. Your goals - Set them today, use post-it notes beginning now.
11. Your prospect pipeline - Seeing enough people a day who are
3. Your networking - Go where your best customers and prospects
qualified to buy builds your pipeline. The key to more income is
meet. It is imperative that you attend regularly.
having the right number of prospects ready to buy.
4. Your power questions - Write ‘em - learn em - use ‘em.
12. Your commitment - Write it to yourself, tell others who will help you.
5. Your power statements - Write ‘em - learn em - use ‘em. Your commitment is your personal promise to yourself. Keep it at all costs.
6. Your sales tools - Figure out what tools you need and get ‘em.
12.5 Your self discipline - Your ability to achieve your goals and live up to
7. Your sales knowledge - listen to sales and attitude tapes. Use the your commitments.
technique as soon as you hear it.
Read every chapter in this book twice. One per day.
the the
the real objection is… Sales
Bible
The Understanding Close Sales
Bible
• Doesn’t have the money. In most cases the end user is not the purchaser.The person who
• Has personal or credit problems. buys the copier or computer is often not the person who runs it
• Can’t decide on his own. every day.The end user is the person that will lead you to important
• Wants to shop around. sales information.
• Doesn’t need your product now. It’s easy to do - go visit your customer - watch, ask and listen.
• Doesn’t understand what he’s buying (or not buying).
• Has a friend or connection in the business. - Go watch your product being used.
• Knows he can buy it cheaper elsewhere. - Ask questions about their likes and dislikes.
• Doesn’t trust or have confidence in you. - Ask what they like best.
• Doesn’t trust or have confidence in your company.
• Doesn’t like your product. - Ask what they like least.
• Doesn’t like you. - Ask what they would change and how they would
Your price is too high…I can’t afford it.
change it.
Your price is too high…I can buy it elsewhere cheaper (or better).
- Ask about service they’ve received after the sale.
Your price is too high…I don’t want to buy from you (or your company).
- Observe the operations made by everyone connected.
Your price is too high…I don’t see, perceive, understand the cost or
- Ask if they would buy it again.
value of your product or service. - Ask if they would recommend it to a business associate.
Your price is too high…I’m not convinced yet.
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the the
Here is a four step plan for contacting and Sales Here are some follow-up guidelines to ensure Sales
scoring a CEO appointment… Bible early closing success… Bible
• Know your prospects hot buttons (things you think will make the
1. Get ready before you start. You only have one shot at it, prospect buy),and work with them in constructing your follow-up
make it your best one. plan.
2. Use the right tactics when getting to and getting through • Present new information relative to the sale.
3. When you get him or her on the phone shoot quickly. • Be creative in your style and presentation manner.
4. Make your 5-minute meeting the best you ever had. • Be sincere about your desire to help the customer first,and put your
commission second.
The secret of Top Down Selling is the 4R’s… • Be direct in your communication. Beating around the bush will only
• Be resourceful frustrate the prospect (and probably cause him to buy elsewhere).
• Be ready (prepared) Answer all questions. Don’t patronize the prospect.
• Be relentless • Be friendly. People like to buy from friends.
• Be remembered • Use humor…Be funny. People love to laugh. Making your prospect
There is a fifth“R” - Risk it. laugh is a great way to establish common ground and rapport.
It’s the only way to make it happen. • When in doubt,sell benefits.
Go for it. • Don’t be afraid to ask for the sale.Often.
the the
Sales The basic elements of a cold call Sales
Here is an Bible
Bible
8-point 1. Deliver your opener.
game plan to begin succeeding at cold calling
2. Ask power (thought provoking) questions to create
1. Be exceptionally well prepared meaningful dialog.
2. Don’t apologize for anything, don’t make excuses
3. Make power (benefit) statements to establish credibility.
3. How do you deliver your first line determines your success
4. Qualify the prospect as to need, desire, decision making
4. Don’t pay any attention to reluctance or fear issues
capability and money. (the ability to pay)
5. Not everyone you call is a sale. Be prepared for rejection
5. Gather information.
6. Learn from those who tell you no
7. Practice, practice, practice 6. Get what you came for - make the next step in your sales cycle.
8. Have fun! 7. Have the right attitude and focus.
print out 11
the the
Sales Sales
10(I’mPersonal Commercial Delivery Rules
tempted to say Ten Commandments, but I won’t)
Bible Delivery Bible
Give your name and company.

I Be brief Shake firmly.
II Be to the point
Creatively say what you do.
III Be remembered
Now, ask an open ended power question or series of questions.
IV Be prepared
Let the other person talk until you get a firm idea about how
V Have power questions & power statements ready
he/she can use your product or service. Don’t talk too
VI Get the information you need by probing first soon. Wait until you are sure you have the information
VII Show how you solve problems you need to strike.
VIII Pin the prospect down to the next action Make a power statement and show how you help.
IX Have fun Solidify an action plan and get together.
X Time’s up
the the
Sales Ty Boyd offered the following rules to observe Sales
Mental Handicap…? Bible Bible
to maximize your listening skills and increase
Here are seven things you can do to keep the focus, customer satisfaction.
intensity, drive and commitment necessary to change
your direction from woe is me to whoa, what a sale!
1. Don’t interrupt. (But…but…but)
2. Ask questions. Then be quiet. Concentrate on really listening.
1. Stop blaming circumstances. 3. Prejudice will distort what you hear. Listen without prejudging.
2. Stop blaming other people. 4. Don’t jump to the answer before you hear the ENTIRE situation.
3. Get to know your customer or prospect better every day. 5. Listen for purpose, details, and conclusions.
4. Persist until you gain an answer. 6. Active listening involves interpreting.
7. Listen to what is not said. Implied is often more important
5. Know where you are, or where you should be.
than spoken.
6. Work on your attitude and selling skills every day. 8. Think between sentences.
7. Become solution oriented. 9. Digest what is said (and not said) before engaging your mouth.
10. Demonstrate you are listening by taking action.
print out 12
the the
Toward Error Free Positive Communication… Sales
Achieve your Goals with Post It Notes Sales
When someone talks to you, updates you on a project, asks you Bible Bible
to do something, assigns you a task, has a business communication
of any kind or just needs a favor… Write down big ones
here is a method that has proven effective…
1. Focus on the communicator. Stop - whatever else you’re doing. Write down small ones
Distractions cause errors. Look - at the person who is talking.
People communicate both verbally and non-verbally. Listen - Put them up on the bathroom mirror - where you can see
with your eyes and ears. Using eye contact increases listening them twice a day
intensity.
2. Write the communication down. Writing the message or task Keep looking until you act
reduces error by 90%.
3. Repeat it back. Repeating gives the communicator peace of Seeing the note there every day makes you think about acting
mind that the message has been received & understood. Repeat on it every day.
all dates and numbers twice.
4. Get confirmation. The communicator will appreciate When completed re-post it on your bedroom mirror
acknowledging that you are correct in receiving and Revisit your success everyday.
understanding the communication.
5. Deliver what you promised. Delivering is as important as
listening, writing and confirming - combined.
the the
The Networking Game Sales Sales
Bible Bible
When you go to a sporting event, concert, mall, flea market,
restaurant, springfest, and the like, the object is to know more
people than the person you’re with.
Here’s how you play.
1 point...........if you know someone

2 points.........if they see you (and acknowledge you) first
3 points ........if you see a minor celebrity (sports figure, DJ)
4 points ........if you kiss someone of the opposite sex
-Jeffrey Gitomer
5 points ........if someone of the opposite sex kisses you first
5 points ........if a celebrity acknowledges you first
print out 13
the the
Sales Sales
Formulating the power questions.
• What does your competitor do about…

Bible Bible
(do not say “what don’t you like about”)

POWER question lead-ins…
• How do your customers react to…

How have you successfully used…
What has been your experience…
• What would you change about…

Why is that a deciding factor…
What is one thing you would

1. What information do I want to get as a result of asking
What makes you choose…

What do you like about…
How do you determine…
What’s most important…

this question?
• Are there other factors…

What have you found…
How do you propose…
What do you look for…
2. Can I qualify my prospect as a result of the question?
improve about…
3. Does it take more than one question to find out the
information I need?
4. Do my questions make the prospect think?
5. Can I ask a question that separates me from my competitor?
•
•
•
•
•
•
•
•
•
•
•
the the
Sales Sales
Establishing Buyer Confidence. Bible . . . Have a printed list of satisfied customers. Bible
Make perfect copies on good quality paper.
1. Be completely prepared. 8. Have a notebook of customer satisfaction letters. Be sure
some of your letters answer buyer’s objections.
2. Involve the prospect early in the presentation. Something
that makes them feel like they’re on your team. 9. Don’t bombard the prospect. Let confidence build to a
natural close.
3. Have something in writing. An article about your company
10. Emphasize service after the sale. Talk delivery, training and
or product from a national news source will reek of credibility.
service.
4. Tell a story of how you helped another customer. This creates
11. Emphasize long term relationship. Give your home number.
a similar situation that the prospect can relate to.
12. Sell to help, not for commissions. Prospects can smell a
5. Use a referral source if possible. greedy salesperson. It’s a bad odor.
6. Drop names of larger customers or the buyer’s competitors. 12.5 The most important link to the process:
Ask the right questions.
print out 14
the the
Sales Sales
16.5 Fundamental Rules of Networking Bible Bible
9. Be happy, enthusiastic, and positive. People want to do
1. Pre-plan the event. Who will be there, what you need to business with a winner, not a whiner.
bring, what your objectives are, and if anyone else from 10. Don’t waste time if the person isn’t a good prospect, but be polite
your company should attend. when making your exit.
2. Show up early, ready to move, looking professional, full of cards. 11. Say the other person’s name at least twice. It’s the most pleasing
word to their ears.
3. If you attend a business event with a friend or associate, split up.
12. Don’t butt-in. Interrupting can create a bad first impression.
It’s a waste of time to walk, talk, or sit together.
13. Eat early. Eat when you first arrive so you are free to shake hands,
4. Walk the crowd at least twice. talk without spitting food, and work the crowd effectively.
5. Target your prospects. Get a feel for who you’d like to meet. 14. Don’t drink.You’ll have a distinct advantage by being sober. (Have
6. Shake firmly… no one wants to shake hands with a dead fish. a few beers afterwards to celebrate all your contacts.)
7. Have your 30-second commercial down pat. 15. Don’t smoke or smell like a cigarette.
8. Keep your commercial to 30 seconds OR LESS. 16. Stay until the end. The longer you stay the more contacts you’ll make.
16.5 Have Fun.
the the
Sales Sales
POWER STATEMENTS… Bible Bible
have several purposes and can serve many needs in A statement that makes the prospect want to hear more.
completing and solidifying the sale.
A statement that gives the customer a reason to buy.
A statement that makes a prospect think about what you do in
terms of how he or she can use what you offer. A statement that breaks down resistance.
A statement that builds your credibility with a prospect.
A statement that gives the customer more confidence to buy.
A non-traditional statement that describes what you do & how
you do it in terms of benefits to your prospect. A statement that makes a favorable impact on the prospect.
A statement about what you do in terms of what your prospect needs.
A statement that links what you do with a prospect’s needs.
A statement that draws a clear line of distinction between you
and your competitor. A statement that is memorable.
print out 15

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the the

© 2003 Jeffrey Gitomer. All rights reserved. 704/333-1112

epitomize a WOW salesperson.

9. Fast and to the point

15. Able to get to “yes”

Make at least 5 appointments for next week

1. Listen to the objection and decide if it’s true.

Give your name and company.

Here’s how you play.

1 point...........if you know someone

• What does your competitor do about…

(do not say “what don’t you like about”)

• How do your customers react to…

• What would you change about…

What is one thing you would

What makes you choose…

What’s most important…

• Are there other factors…

2. Can I qualify my prospect as a result of the question?

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