Sales Mastery: The Sales Book Your Competition Doesn't Want You to Read

261 Pages·2011·6.27 MB·English

by  Chuck Bauer

Contents

Endorsement

Title Page

Copyright

Dedication

Foreword

Introduction

True Confessions of a Veteran Salesman

Still Making the Sale, Still Closing the Deal

Officer Bauer Becomes Coach Chuck

Chapter 1: Sales Distinctions and Success Traits

Twelve Leaps to Distinction

Success Traits

Three Groups of Salespeople: 3-Percenters, 27-Percenters, and
70-Percenters

Chapter 2: Marketing Yourself Shamelessly

Keep Everyone Talking . . . about You

The Five Stages of T.O.M.A.

More Ways to Create and Enhance a T.O.M.A. Campaign
The Suspense Is Killing Me

Chapter 3: Personality Selling

The Four Personality Styles

Closing the Sale According to Personality Style

Closing Sales with Clients Who Present Different Personality
Styles

What the Four Personality Types Really Want to Know

Chapter 4: Becoming a Sales S.T.U.D.

Specific Next Step

Takeaway

Urgency

Deadline

Gone Fishin’ (Bonus Sales Tactic!)

Chasing versus Being Chased

Ten Principles of Salespeople Who Are Chased

Chapter 5: Bauer Power Sales Tools

Sales Tool #1: Your Website

Sales Tool #2: A Fast Facts Profile (F.F.P.)

Are You Using Distinctive Sales Tools?

Sales Tools That Work for You

Chapter 6: Communication Mastery

Do You Want to Know A Secret? Listen, I’ll Tell You

Personality Styles and Communication

Circle of Communication
Chapter 7: Presentation Mastery

Client’s Believability Scale

Avoid Speeding

Memorize Your Chorus Line

Face-to-Face Presentations

Chapter 8: Phone Mastery

Chapter 9: Overcoming Objections

Chapter 10: Closing Mastery

Chapter 11: Don’t Procrastinate—Activate!

Resources

Books

Follow Sales Coach Chuck!

Recommended Books

Chuck’s Crazy Acronyms (C.C.A.)

Index
Praise for Sales Mastery

“Sales Mastery is designed to increase your sales revenue. I should know—
the past 18 months in Chuck’s coaching program have yielded this type of
result!”

Randy Baxter, President, Asset Positioning Services

“Sales Coach Chuck really awakened the salesperson within. Using the
tactics and approaches found in his new book Sales Mastery, I have placed
my family in a 4,000-square-foot house, purchased a brand new 2011
Mustang GT 5.0, earned my private pilot’s license, and, after that, still put
money in the bank! Next up is retirement at age 50. Invest in the Sales
Mastery book and get to work like I did!”

Matt West, ThomsonReuters

Copyright © 2011 by Attitude Ventures, Inc. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.
Published simultaneously in Canada.

No part of this publication may be reproduced, stored in a retrieval system,
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have used their best efforts in preparing this book, they make no representations
or warranties with respect to the accuracy or completeness of the contents of this
book and specifically disclaim any implied warranties of merchantability or
fitness for a particular purpose. No warranty may be created or extended by sales
representatives or written sales materials. The advice and strategies contained
herein may not be suitable for your situation. You should consult with a
professional where appropriate. Neither the publisher nor author shall be liable
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Library of Congress Cataloging-in-Publication Data:

Bauer, Chuck, 1958–
Sales mastery : the sales book your competition doesn’t want you to read /
Chuck Bauer.
p. cm.
ISBN 978-0-470-90019-2 (cloth); ISBN 978-1-118-00784-6 (ebk);
ISBN 978-1-118-00785-3 (ebk); ISBN 978-1-118-00786-0 (ebk)
1. Selling. I. Title.
HF5438.25.B38 2011
658.85—dc22
2010037970
To Dorothy … may her entrepreneurial and caring spirit live on forever.

A special heartfelt thanks to my staff who exercised extreme patience with me as
I wrote this labor of love, not to mention their contributions of time, effort, and
knowledge in helping me complete Sales Mastery.
And to all the client companies, business owners, and professional salespeople
whom I have had the honor of working with through the years, this book is about
you and all because of you!
Foreword

“We did the right thing. It will improve his business,” Dan Foreman, the
experienced advertising sales executive, says to his less-experienced boss in the
motion picture In Good Company. As sales professionals, it is our responsibility
to master the sales process so that we can effectively serve our customers’ needs
and improve their businesses. It is really not too ironic to think that the word
sales is derived from the Norwegian word seji, which means “to serve.” If you
were to ponder this for a moment, you must ask yourself, how can you serve if
you do not know your customers’ needs? How can you serve if you are not a
master of the sales process? This book will help you master the sales process. To
be successful in sales and stay in advance of your competition, you must become
proficient in the sales process. That is why you should buy, read, and study this
book. Chuck Bauer’s Sales Mastery will help you master the sales process, and
you will find yourself overtaking and staying ahead of the competition.
Keeping ahead of the competition means that you must stand out among the
brigade of sales professionals selling to your customer. Your customer is beset
with sales advances all day long. How can you stand out and above your
competition? Being distinctive is key to being a master of the sales process. This
book will help you understand the psychology of the sale, which is crucial to
being distinctive in the sales (and marketing) process. It could be said that, of all
human interactions, psychology is never more prevalent than in a sales call. In a
sales call, the guarded buyer actively deflects the seller’s advance (we call them
objections). It is here where most sales professionals lose the direction of the
call. They are often unable to mentally evaluate the call and survey the
intellectual landscape of what is happening in the call and then reengage the
customer with a distinctive approach that is more in alignment with the
customer’s needs. The sales process is dynamic and interactive. It is human.
There is a psychological and compelling element that is happening in a sales
call. The buyer is unaware of this progressive component because it is natural
human behavior. You, as the sales professional, should be aware of this factor
because a keen understanding of this is the pathway to successful selling and
being sales distinctive. Objections are often referred to as “buying signals” in
sales training. You might also venture to say that objections are also moments of
opportunity for the sales professional. This is an opportunity for you to be sales
distinctive and engage your customer in such a way that you are clearly setting
yourself apart from all competitors. Behind the objection lies all the buyer’s
wants, needs, fears, anxieties, insecurities, and so on. If you, as the sales