Ron White's Newsletter
January 20, 2010
Issue 112
Welcome!
I recently moved into a downtown Fort Worth building that I just love living in. It is nice to sit on my couch and look out over the city, and have easy access to restaurants and nightlife within a block of where I live. But one of the most pleasant surprises of my new home is Monica in the lobby. She sits at the desk and when residents walk in she greets them by name. She then presses the floor they live on in the elevator before they have a chance to do it for themselves. It makes you feel good, special and important. Monica had my name and floor memorized by the time I had lived in the building three days, and she does the same with everyone else.
The ability that Monica has mastered to recall names is a game changer in business. Imagine you have two salesmen trying to sell you a product. One is a great salesman but doesn’t remember your name when he sees you. The other greets you by name but is an average sales professional. Who gets the sale? Most likely, the one who remembers your name gets the sale. If you want people to remember you and your business, the easiest way to make that happen is to remember them.
Zig Ziglar puts it this way: “People don’t care how much you know until they first know how much you care.” Remember names, show people you care and watch your business skyrocket!
Ron White
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In This Issue......
1. How to Be the Top Salesperson for 20 Years by Ron White
It all started when I was 14 years old—my sales career, that is. I took a job as a newspaper delivery boy. It was exciting for a 14-year-old to have money in his pocket and understand the value of a dollar. I was no longer reliant on my parents when I wanted to go to a movie or purchase a Slurpee, and I took every advantage of my new freedom and cash flow.
Being a paperboy not only required that I deliver a daily newspaper; it also introduced me to door-to-door selling. On Saturdays the paper route manager would load up her van with 10 teenage boys who delivered papers and we would drive to a new neighborhood and do what we called “crew working.” This simply meant door-to-door sales. I wasn’t an instant success, but very quickly I did develop a sales presentation, and as a result that first year I sold more newspaper subscriptions than anyone in the history of the newspaper. And I was 14 YEARS OLD! I sold nearly 96 subscriptions that year, and the average was 25.
In my time with the newspaper I was the No. 1 salesman the entire time. Since then, I have had other sales jobs, and every time I have always been the No. 1 salesperson. To this day, almost 20 years after my paperboy experience, I make it a goal to outsell those in my circle. I don’t do it to prove I am better. I do it as an internal competition for myself and as a motivator to keep me from stagnating.
So how do you maintain the level of No. 1 salesperson for a period of 20 years at every sales organization that you go to? There are a lot of factors. However, two of the most important are:
NEVER wing it! Understand that buying is an emotional decision.
First of all, the salesperson who does not know EXACTLY what he is going to say, exactly what questions he is going to ask and exactly how long his presentation will be, is setting himself up for failure. I can’t believe my ears when I hear speakers say, “I was preparing what I was going to talk about right before I spoke” or “I didn’t know what I was going to talk about until I got here.” When they say that, there is almost arrogance in their voice that says, “I am so good and so knowledgeable that I can just decide what I want to talk about at the last minute and wing it.” The sales professional with this attitude is no professional. He is more impressed with his ability and knowledge than the size of his commission checks. On the other hand, the top sales professional is concerned with how much product he moves.
If your goal is to be a top producer, then understand that you must be prepared. Decide what questions are thought-provoking, memorize those questions and ask them to your prospect. When they are engaged and thinking, then you win. When you are winging it and just spouting information, the odds of them being engaged decreases significantly.
Next, understand that buying is an emotional decision. Brian Tracy tells the story of a couple looking to buy a home. As the couple walks up to the home the woman exclaims, “Wow! There is a cherry tree in the back! I have always wanted a cherry tree!” The salesman makes a note of this and walks them into the home. The husband says, “The kitchen is too small,” and the salesman replies, “Yes, but look through the window and you have a perfect view of the cherry tree.” The husband walks into the backyard and says, “We don’t want to have to take care of a swimming pool.” The salesman says, “Yes, but you can put a chair right here and sit under the cherry tree anytime you like.” The husband was using logic and the salesman emotion. The couple bought the house because of that.
One tragic mistake many salespeople make when selling is that they talk constantly about themselves and how the product has helped them. While this is good to a limited extent, notice the difference between…
“I took this seminar on memory training 15 years ago. I tell you what; I use this all the time. I used it to give my speeches without notes, memorize people’s names and much more. I have appeared on television and radio because of this training. It has made me a low-end celebrity!”
and…
“I want you to imagine this: You go to this seminar and, as a result, your children are able to memorize their schoolwork in minutes. I know they’re smart and so do you. They are taught what to learn… not how to learn. Let’s teach them together how to learn and watch their confidence and self-esteem shoot through the roof! Next, how many times have you seen someone you’ve sold a home to and you can’t remember their name? You are embarrassed, and they don’t feel special. Now, flip that around. You sell a home and six months later recall their name. You have made them feel important, significant and special. At this point, you earn their referral business and are well on your way to earning a fortune!”
Notice the difference between the two statements. The first statement is a salesperson stating what a memory seminar has done for them! The next statement is the same information worded another way. In the second statement, you are getting the prospect to visualize themselves and their family experiencing the value of the product. When you do this, you have their emotions. When you talk about yourself, you do not have their emotions. Yes, you may be your favorite subject, but you are not your prospect’s favorite subject; the earlier you begin talking in terms of them, the earlier you will get their emotions.
So in review: Prepare and get their emotions, and you will be the top salesperson in your organization for the next 20 years!
Learn the secrets to becoming the top salesperson in your organization with Ron White’s DVD/CD set The 10 Commandments of Selling. ONLY $39! Or choose a complete set of Ron White’s Success Topics (7 DVDs/8 CDs) for ONLY $127 with two special bonuses!
2. Quotes of The Week
Sales/Selling
“Home Depot knows ‘the more they help, the more they sell’—oh by the way, for the ‘bottom liners’ who disagree—it’s also vice-versa.” —Jeffrey Gitomer
“Demonstrate to your customer the difference between price and cost. The price is what it takes to purchase the item. The cost is the amount the customer eventually pays. They are not the same.” —Brian Tracy
“To succeed in sales, simply talk to lots of people every day. And here’s what’s exciting – there are lots of people!” —Jim Rohn
“In sales there are going to be times when you can’t make everyone happy. Don’t expect to and you won’t be disappointed. Just do your best for each client in each situation as it arises. Then, learn from each situation how to do it better the next time.” —Tom Hopkins
“Life is a series of sales situations, and the answer is NO if you don’t ask.” —Patricia Fripp
“Now, if you want to get rich, you have only to produce a product or service that will give people greater use value than the price you charge for it. How rich you get will be determined by the number of people to whom you can sell the product or service.” —Earl Nightingale
3. Attitude Makes a Difference by Tom Hopkins
Studies have proven that attitude is one of the traits that separate average salespeople from their highly-successful colleagues. I have to believe that it’s true in life in general, not just sales. Think about the happiest, most successful people you know. How do you usually find them? Are they depressed, negative or even apathetic? I doubt it. They’re probably upbeat, smiling and positive about life.
Why not take the same positive interested attitude you have toward your hobbies and transfer your passion to you ability to sell yourself, your ideas, or the end results of your hobby?
Instead of turning your selling job into a hobby, why not take the hobby you love so much and figure out how to market it or yourself? I’m not saying this change will make you a millionaire, but money isn’t the only measure of success. If you could support yourself comfortably on the earnings from your hobby, I would deem you as having a successful life.
Think about it! You already have the built-in enthusiasm, excitement and knowledge of your hobby. Now all you need to do is show others why they need to feel the same way. If you do a little research, you’ll find that many successful businesspeople started out by selling their hobbies. Determine what you love to do, and then figure out a way to get paid for it. What could be better?
4. Goal-Setting Made Simple
"Goals provide the energy source that powers our lives." —Denis Waitley
Goal-setting can be a struggle. How do you know where to start? What kind of goals should you set? Now, get assistance from renowned experts. They make goal-setting simple to understand and easy to accomplish!
Choose from some remarkable CD collections from top experts on goal-setting: Twelve Pillars Audio Success System by Jim Rohn and Chris Widener, Strategies for Success by Zig Ziglar, The New Dynamics of Goal-Setting by Denis Waitley, The One Course by John Fleming, or Ron White’s Ten Commandments of Selling.
Power your life with these popular programs and SAVE up to 70%!
< Act Now and SAVE! > |
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