To this week's ezine! I hope this issue finds you in the midst of a
great week. I know my week, and for that matter, year has been
incredible. I have been speaking for 15 years and this past year has
truly been unbelievable. I was recently asked by a speaker who began
speaking one year before I did - how was I able to accomplish such
incredible growth in a short amount of time. My reply without hesitation
was - 'The people I have surrounded myself with.'
There is something to be said for momentum, synergy and surrounding
yourself with those who are better than you. When you do you will reach
your potential. Look to surround yourself with those who have achieved
what you desire to achieve and by simply being around them - you will be
surpised to find that you have become better.
Have a great week and go for more this week!
Ron White
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In This Issue.....
1. If Selling – Listen to the Symptoms by Ron White
2. Quotes of the
Week
3. Guest Article: The Two Most Important Words in Selling by Jeffrey Gitomer (Part 2)
4. The Ultimate Collection for Entrepreneurs and Sales Professionals!
5. More Information
1. If Selling – Listen to the Symptoms by Ron White
"Doc... I got this cough."
"Is it a light cough?"
"No Doc it is a deep hacking cough like this....KUUH...KUUH"
"Okay, anything else?"
"Yeah, I got the shivers and this red bumpy rash.’"
"Oh, well you have got the Nigerian hemoglobin neuro-cardio virus. Take
these pills for two weeks and you will be as good as new."
Isn't it amazing how a doctor can listen to the symptoms and then
accurately diagnose what is ailing you? Well, if you are in sales you
should be able to do the same. Listen to what your customers are telling
you and it will tell you where you are going wrong in your presentation.
I recently heard a speaker say, "Yeah, I didn't sell but one package of
CDs – the owner stood up and said he was going to buy one package of CDs
for the office library and everyone could share." The speaker then shook
his head as if there was nothing he could have done to sell the group. I
never heard that speaker's sales pitch; however, I know exactly what he
did wrong by listening to the symptoms. In his sales pitch, he sold the
value of his products, which he should have done – however, he did not
pitch the value of building your own personal development library. If he
would have closed this way, the owner would have never of stood up and
said he would buy one for the group to share because he would have been
contradicting the value of your own personal library that was just
discussed.
I didn't have to hear his sales pitch; listening to his symptoms, the
diagnosis was easy.
What about you? What are the objections you are receiving? Listen
closely because they are the symptoms that will diagnose your problem:
Symptom: "Sounds great! I will definitely get this product one day!"
Diagnosis: You didn't establish the benefits of purchasing today. You
did not make it clear that inventory was low, the special price of
purchasing today or other incentive.
Sympton: "I need to think about it."
Diagnosis: 50% of the time this will be because you didn't show them how
to purchase (i.e. where to sign) or ask for the sale. The other 50% of
the time it is because they have a hidden objection that you did not
answer. Your response, "Is there something in particular I can answer
for you as you think about it?"
Sympton: "Let's buy one and share!"
Diagnosis: You didn't establish the value of this being a personal
purchase.
Symptom: "It cost too much."
Diagnosis: Price is rarely the objection. You failed to build value and
didn't demonstrate how this product will actually save you money over a
period of time because it is durable or it will save you time and time
is money.
Just as a doctor does – listen to your symptoms and they will tell you
where you are failing. Do not blame the symptoms on your prospects
incompetence. Instead -- listen, diagnose and treat by altering your
presentation the next time. The answer to catapult your sales success is
in the symptoms. Listen carefully!
Now, if you will excuse me I have to run. I have the Nigerian hemoglobin
neuro-cardio virus and I have some pills I need to take. ;-)
-- Ron White
2. Quotes of
The Week
SERVICE/CUSTOMER SERVICE
"If you make a sale, you can make a living. If you make an investment of
time and good service in a customer, you can make a fortune." -- Jim
Rohn
"It is not your customer's job to remember you, it is your obligation
and responsibility to make sure they don't have the chance to forget
you." -- Patricia Fripp
"Always strive to provide service above and beyond what the average
salesperson would give. It will help you build long-term relationships,
trust, and referral business." -- Tom Hopkins
"Your company's most valuable asset is how it is known to it's
customers." -- Brian Tracy
"If you will just be real, be friendly, and be WOW!, you are half way up
the ladder to customer loyalty and personal success beyond your wildest
dreams." -- Jeffrey Gitomer
"Golden Rule principles are just as necessary for operating a business
profitably as are trucks, typewriters or twine." -- James Cash Penney
"Always give more in service, than you receive in payment, and customers
will beat a path to your door." -- Denis Waitley
3. The Two Most Important Words in Selling by Jeffrey Gitomer (Part 2)
Two words that define sales...Your sales. The second most important word
in selling is why. It's important because it leads to the one thing you
can't make sales without -- answers.
The word why applies to three aspects of your sales (and your) life:
Why you?
Why them?
Why ask?
Why you: Why are you in sales? To make "good" money? False. A better
(and more truthful) answer is what you will do with the money. What your
money will buy you. Who you will help with your money. That's your real
why.
Determining the real reason why you're in sales will allow you to go
into a sales call with a purpose -- a mission. Identifying and
developing your "why" will help you achieve the dedication and
self-discipline you need to learn to become a great salesperson.
Discovery of "why" will also lead you to the belief that you are the
best.
Self-belief is the first and most critical function of the selling
process.
Success Strategy: Write your "why" in a few words (example: "I want my
son to go to the college of his choice.") on 3x5 cards and place them in
five strategic locations.
1. On your bathroom mirror.
2. On the dashboard of your car.
3. On the wall of your office where you can see it (maybe on your
computer).
4. On your office telephone.
5. In your wallet (near your money).
You may have more than one why -- for best results, post them all.
Why them: The biggest mistake salespeople make is trying to sell for the
wrong reasons -- their own. You see, people don't buy for your reasons
-- they buy for their reasons -- so find their reasons (their "why")
first and sell them on that.
Finding out the prospect's real "why" is the most important process of
the selling process.
Success strategy: The real why you're after may be 3 or 4 questions
deep. When you get a superficial why answer, ask why again. It will get
you closer to the real truth.
Secrets to the discovery of "why:"
People may be embarrassed or reluctant to reveal their real why.
People may not know their real why because they never thought about it
(had the guts to think about it, had the courage to face it).
The real why may be behind the stated need. Something they really need
to accomplish, something they hate, love, or are passionate about.
The real why only comes to the surface with the proper use of part
three:
Why ask: Questions are the heart of sales. To get the true why of the
prospect, you must ask the right why questions. Questions that get the
prospect to answer about your desires stated in their interests or
needs. Ask them questions about them (their why), and have them answer
in terms of you (your why).
Why is the questioning element of the sale that will lead to other
pathways of information -- if asked properly.
Why leads you to all the answers you need in order complete a sale,
define expectations, and build a relationship.
Why gets down to the real reasons for the sale -- yours and theirs..
Success Strategy: Pre-plan your questions. Have a list with you to refer
to at all times. Test them out for reaction and their ability to
generate response.
The two most important words in sales -- you and why are part of a
formula that every salesperson should have emblazoned on their soul: you
+ why = yes!
Jeffrey Gitomer is the author of The Sales Bible, Knock Your Socks
off Selling and Customer Satisfaction is Worthless Customer Loyalty is
Priceless. To order Jeffrey Gitomer's "How Not to Suck at Sales" as an
Individual Set (contains one DVD and one CD of the speakers' 'live'
performance) at a special discount of only $39, or to view and learn
more about The Complete Ultimate Collection for Entrepreneurs and Sales
Professionals -- including Jim Rohn, Jeffrey Gitomer, Brian Tracy,
Connie Podesta and More! (10 DVD/CD package) go to
http://dvdset.yoursuccessstore.com or
call 877-929-0439. Copyright 1999, 2005 All Rights Reserved - Don't even
think about reproducing this document without written permission from
Jeffrey H. Gitomer and Buy Gitomer 704/333-1112.
4. The Ultimate Collection for Entrepreneurs and Sales Professionals!
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Speak), Les Brown (Step into Your Greatness), Harvey Mackay
(Outsell, Outmanage, Outmotivate & Outnegotiate Your Competition),
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DVD/CD 3 - Jeffrey
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Today's rules of sales have nothing to
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Tear up those business cards and trash those marketing brochures.
The old ways of selling have changed for good. Jeffrey Gitomer is here
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Take your sales to new levels when you learn:
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• Top 5 ways to prepare yourself to make a sales call
• 6.5 rules of sales destined to make you a master of
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• How to build your personal brand and position
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Anything You Want: Proven Strategies for Success & Significance
Nido Qubein came to the United States as a teenager with no
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and training
- Discovering how the 21st century rewards extraordinary people
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High-octane speaker Les Brown advises to stop playing
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• Stay hungry and make "no" your daily vitamin
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People don't fail because they aim too high and miss,
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DVD/CD 6 - Terri Sjodin/New Sales Speak
Learn how to make your presentations more persuasive, more effective
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• Make your presentations persuasive rather than simply informative
• Sell yourself through building and delivering a strong "case" for
your message
• Create a unique and memorable presentation style
• Avoid the 9 most common presentation mistakes
DVD/CD 7 - Harvey Mackay/Outsell, Outmanage,
Outmotivate & Outnegotiate Your Competition
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Watch and learn while he presents 12 practical ideas on how to:
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Turn no into yes, knowledge into power, ideas into action and data
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DVD/CD 8 - Connie Podesta/Life
Would Be Easy, If It Weren't for Other People
Learn why it's in YOU to create successful, happy and healthy
relationships
When you get to work in the morning, is it where you want to be? And
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• Clients' 10 most common money-spending fears and how to relieve
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• Substitutes for 8 fear-producing words that make people feel
uncomfortable
• 5 ways to make a great first impression
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Special Offer Only $199*
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