Title Sales! For Non-Sales People
Author Robert Ashton
Year Published 2014
Kind of Book Sales/How-to
How strongly I recommend it 6/10
My Impressions This was one of those books I zoomed through and didn't think much of initially, but going back through my notes realized there are lots of good takeaways. Not a bad book for the novice who wants a crash course in sales.
Date Read March 2019
Practical Takeaways
Follow the acronym AIDA when selling
Attention (get their attention)
Interest (get them interested in what you're selling)
Desire (help them see what's in it for them)
Action ( close the sale)
Don't be too loud, overbearing, or intimidating when selling
Use honesty and enthusiasm to make the sale
Take a genuine interest in your clients needs in order to make the sale
Have a clear objective when making a sale
Gently direct the conversation in the direction you want it to go when selling
Start by smiling when selling
Open gesturing arms when selling
Make eye contact when selling
Stand tall when selling
Speak slowly and clearly when selling
Stand tall and look people in the eye, even if they’re taller than you
Set realistic goals
Believe in yourself, know where you want to go and be confident that you will one day arrive
Always view setbacks within the context of the bigger picture//broad framing
Don't be too pushy or too aloof when selling to a customer
Put the costumers needs before your own
Be confident and self-assured in what you're selling
Don't sell the product, sell what it will do for people
Convince the customer that everyone already has one and that they don't want to be left out
Never interrupt the customer when they're speaking
Demonstrate to the other person that you are listening and understanding what they're saying
Don't automatically assume "no" means "no" when selling
Use emotional language when selling
Sell to people's emotions
At a networking event use the icebreaker "I always find it difficult to start conversations at networking events. Do you?"
Ask the customer what they "love" or "fear" is better than asking them what they "like" or "dislike"
"Do not impose on others what you yourself do not desire."- Confucius ie. Sell a product that you would buy
Create urgency when selling
Create scarcity when selling
Assume that you have the order eg. "so would you like the green or the blue?"
Never take "no" for an answer until you have fully explored and challenged the reasons behind the refusal
Write down your goals and steps to achieving them in the present, not the future tense eg. "It's 2020 and I am…"
Accept that every setback will strengthen your resolve and contribute to your success
Reward yourself for making follow-up phone calls with a treat after so many (maybe a chocolate biscuit or a cup of tea after 10)
Write down your goals and pin the list somewhere where you'll see it//accountability mirror
Make your goals SMART
Specific- get very specific about what the goal is and how you'll know when you've reached it
Measurable - be able to quantify it
Attainable- think multiple steps, not one giant leap
Realistic- don't make your goal impossible to reach
Timely- give yourself a timescale
Be yourself, be prepared, be honest when selling
(job interview) Arrive to an interview half an hour early and take a walk
(job interview) Keep your hands in view when being interviewed
(job interview) Take a second or two before answering questions at an interview
(job interview) focus on how hiring you will benefit them
(job interview) At an interview read through your application right before
(job interview) If necessary you can question or negotiate the job you are being offered
Never apply for a job because it's there. Apply because its what you really want to do
Pay attention to what their body language is telling you not what they're saying
Speak slowly
Stand up when making an important phone call
If you have to look up a word in the dictionary it is the wrong word to use
Keep in touch with people who are on the edges of your social and professional circles
Don't just talk to people you already know. Make an effort to talk to people you know less well
Use Twitter to connect with people able to influence your future
Always ask people for testimonials when they are satisfied with your service/product
Keep blog posts short
Always be meeting new people
Dress a little more individually than everyone else (at a networking event)
Check out speed networking events
When networking; help others first
Elevator pitch
Start and end with your name
Say what you do
Describe why you're different
Explain the "so what"
Say what you're looking for
CV
Easy to read
Written in the first person
Upbeat
Illustrated
Accurate
Punchy
Short (no more than 2pgs)
Connected (links to your socials/contact info)
Don't write an over the top application
Write out where you want to be in 10 years
Don't just ask for what you want, negotiate for what you want
Don't be a back-seat driver when it comes to navigating your career journey
Be the go-to person at work
Be a leader not a follower
Leave a pause between the story and punch-line
Use parables to illustrate points
Introduction for a speech
Who you are
Why you're qualified to speak
What you're going to cover in the presentation
Why the information is relevant to the audience
Only include visual aids in a presentation if they will add value
Define your target audience
Share your customer's feelings without losing your objectivity and focus
When faced with insincere objections say something like 'I don't think you're being straight with me. Is there something you're not telling me?"
Be willing to walk away when negotiating
Give away things that cost little to you but have great value to your costumer
Negotiate with your head and a calculator, not your heart and a hankercheif
Negotiate the main sticking points first
Trade don't give
When negotiating, even if the concession is one you can easily make, take your time to consider it before agreeing. Make the buyer feel they a pushing you hard, even when they are not.// don't take too much time or they might walk away or take the offer back
Sympathize with the customer, but don't admit liability
Make it obvious what you are selling at first glance to anyone walking by
Have a single, simple, benefit-led theme
Offer visitors some incentive to stop and talk, perhaps a competition, survey or special exhibition deal
Stand out with loud clothes when selling on the street
Smile when selling on the street
Be approachable when selling on the street
Treat everyone as a genuine prospect buyer
Find out if the person you're talking to is the decision maker or not// convince them that they are "who makes the decisions?" "who wears the pants in the relationship?"
Focus on selling to old customers over selling to new customers
Never underestimate the power of free
Give things away first so the customer can try it //netflix model
Big Ideas
"Every no brings you closer to a yes"-Old sales adage
5 Signals a customer gives when he/she is thinking about buying
Handling and touching the product
Asking really detailed oriented questions
Smiling an looking relaxed
Looking around for someone to help them
Touching their wallet or purse subconsciously
AIDA model for selling
Attention- you have to win the attention of the person you want to influence
Interest- next you get them interested in what you have to offer
Desire- then you help them see what's in it for them
Action- finally, you need commitment
Unknown Terms
Alternative close provide two options. One of which is very specific and the other is less so. "Would you like it to be delivered Thursday afternoon or sometime next week?"
Assumptive close Assume they've committed to buying before they say it "So I'll place the order. Is there anything else you're interest in buying today?"
Bracket close Offer three options, with the one you expect them to buy in the middle
Bonus close throw in some extras in exchange for a commitment right now "I'll throw in a free ticket if you buy now"
Calculator close work out the final price for them to see
Sincere objections: objections where the prospect is not yet convinced or needs to know more details
Insincere objections: objections that don't reveal the real reason the prospect is not prepared to commit.