TheSalesBible

THE ULTIMATE SALES RESOURCE

Jeffrey Gitomer

8.5 ways to use this book

• A resource• Daily Lessons• In a study group• To lead a meeting• To solve a problem• To prepare for a sale• To close a sale • In the heat of the battle

1 new technique per day is 220 techniques per year

7.5 new rules of sells

1. Say it in terms of the customer wants, needs, and understands

2. Gather personal info3. Build friendships4. Build a relationship shield that no competitor can pierce5. Establish common ground6. Gain confidence7. Have fun and be funny7.5 Never get caught selling

The trick is to use these techniques daily

Post-it Note your way to success

FREE GIT BIT1. Write down big ones2. Write down small ones3. Put them in front of your face4. Say them aloud each time you look at them5. Keep looking and talking until you act6. Seeing the note there every day make you think

about acting on it every day6.5 Revisit your success every day

Why do salespeople fail?Because they think they will!

How positi ve are you? (Answer Y/N for each)• I watch the news for about 1 hour per day• I read the paper every day• I read a news magazine every week• I someti mes have a bad day, all day• My job is a drag• I get angry for an hour or more• I talk to and commiserate with negati ve people• I look to blame others when something goes wrong• When something goes wrong or bad, I tel l otheres• I get angry at my spouse and don ’t talk for more than 4 hours• I bring personal problems to work and discuss them• I expect and plan for the worst• I ’m aff ected by bad weather (too cold, too hot, rain) enough to talk

about it

Results are in!

• 0-2 YES answers – You have a positive attitude• 3-6 YES answers – You have a negative attitude• 7 or more YES answers – You have a problem

attitude. Serious problem

National Tests have REVEALED

15% Improper Training20% Poor verbal and written communication skill15% Poor or problematic boss or management

50% Attitude

Are you born to sell? No, you learn to earn!

Traits of GREAT salespeople!

Personal Inventory Test (Answer Y/N)*Working on it? Mark No

1. I have set my goals in writing2. I have good self-discipline3. I am self-motivated4. I want to be more knowledgeable5. I want to build relationships6. I am self-confident7. I like myself8. I love people9. I love a challenge10. I love to win11. I can accept rejection with positive attitude12. I can handle the details13. I am loyal 14. I am enthusiastic15. I am observant16. I am a good listener 17. I am perceptive18. I am skillful communicator19. I am a hard worker20. I want to be financially secure21. I am persistent

15+ = Great, 10 to 14 = Middle Ground, Less than 10 = RUN!!

How the customer wants to be treated, honestly.

• Just give me the facts• Tell me the truth, and don’t use the word HONESTLY. It makes me nervous• Give me a GOOD reason why this product is good for me• Show me some proof• Show me I am not alone• Show me a letter from a satisfied customer• Tell me how this price is fair• Tell me and show me you will serve me after you sell me• Don’t argue with me• Don’t tell me negative things• Don’t talk down to me• Don’t tell me what I did was wrong• LISTEN to ME• Be sincere when you tell me things• Deliver what you sell me – when you say you will• Help me buy – don’t sell me

Take a few minutes to think. Do you incorporate these into your sales presentation?

The elusive hot button… How do you find it?

(Personal is hotter than business)• Ask questions about status and situation• Ask questions about issues of pride• Ask questions about personal interest• Ask what he would do if he didn’t have to

work• Ask goal-related questions• Look at EVERYTHING in the office

The hot button is in the ANSWER!

1. Listen to the first thing said or alluded to2. Listen for the tone of first responses3. Listen for immediate, emphatic responses4. Listen for a long, drawn-out explanation of

story5. Listen to repeated statements6. Look for emotional responses

OK, you found it. Now, lets PUSH IT!

1. Ask questions about importance or significance

2. Ask questions about the are you think is hot3. Ask questions in a subtle way4. Don’t be afraid to bring up the hot button

throughout the presentation4.5 Use “If I (offer solution)…, would you (commit or buy) …?”

Words of CAUTION!

• The hot button is sometimes a very sensitive issue

• The hot button is elusive• The hot button is an elevator

Selling ConsistencyMake a sale on Monday…

The secret to a great week is to use Monday as a springboard for the rest of the week!

1. Make a sale first thing Monday Morning2. Learn Something new3. Work like hell all week

Selling ConsistencyFriday

1. Learn something new2. Make a sale on Friday afternoon3. Confirm and solidify your Monday

appointments4. Make at least 5 appointments for next week

If you can make them laugh, you an make them buy.

Humor is one of the most important communication strengths needed to master in the selling process

• Use jokes to warm up the presentation• Don’t make jokes at others expense• Use yourself as an example• Some people won’t get it• Listen before you give the joke• If you use a joke they have heard before, it is a

NEGATIVE response to make them hear it again• More…

This is the WOW factor!

Develop a total WOW preparationPrototypes/mockupsProposalsReference LettersTrademarkVisual PresentationProvide distinct separation from competitionWrite pitch and understand all possible objectionsSelect clothing that would be most appropriateAlways have somewhere else to goDon’t be afraid to BE HONEST about your schedule

Idea’s to incorporate into Marketing Campaign

• Hand Delivery’s• Fast Delivery’s• Early Service• Late (After hours) Service• Delivering more than you promised• Fax a joke• Quotation examples• A remarkable business card• Gift basket of things that are meaningful• Fax an article about the person’s interest• A birthday call• “I was thinking about you” call• Personal Attention – before, during, and AFTER the sale• Delivering a gift of thanks – gift basket, plant, flowers• Delivering a personalized gift of thanks

Develop a form to track this info about your prospect

• Number of kids (in school? Which one?)• College attended• Favorite sports team• Favorite restraunt or food• Type of car• Favorite magazine• Last book read• Prime goal• Last vacation – where• Trade publications read• Trade association involvement• Civic/community organizations• Hometown• Other places lived or worked• Present place of residence

Ask yourself this: Will they talk about me after I leave?

Strategizing for the follow-up

• The game-plan (and budget)• The objectives• The urgency (selling cycle time)• Tools to be used• Verbiage of all writing… with impact• Verbiage of the pitch (phone, in person)… with impact• The objections – scripted response• The implementation (and training)• The measurement – documenting details

Being memorable means doing creative things

Use that personal information wisely! WOW your prospect.

• Don’t just give away tickets to the game. Take your prospect along with you!

• Take your prospect to their favorite restraunt• Donate to THEIR charity in THEIR name• Make them your Customer of the Month. Send them an

award plaque.• Share a family experience – Discovery place, a Knights

game, a picnic• Send a handwritten note with a personal message

Can you close a sale in 5 questions?

USE POWER QUESTIONS TO FIND FACTS CRITICAL TO CLOSE THE PROSPECT

• “How do you select…?”Quality, Deliver, Price• “How do you define…( quality, delivery, price)?”- (What

does …. mean to you?)• “What makes that important to you?” (Is that most

important to you?)• If I could… Would I be a candidate for your business?• Great! When could we begin?

Additional Power Question Lead-ins

• What do you look for…?• What have you found…?• How do you propose…?• What has been your experience…?• How have you successfully used …?• How do you determine …?• Why is that a deciding factor …?• What makes you choose…?• What do you like about …?• What is one thing you would improve about…?• What would you change about…?• Are there other factors…?• What does your competitor do about….?• How do your customers react to…?

Practice for 30 days to see the rewards!

In conclusion

• Free Git Bits in his books• Gitomer.com is FULL of Sales Resources• Video testimonials DRIVE sales• Don’t just read this book once• Walk through the Sales grading sheet with this book

• Subscribe to Gitomers email newsletters:

www.Gitomer.com

Other lists I had to skip

• 24.5 Sales and Personal strategies in a downed economy

• 39.5 Rules of success