Selling: Powerful New Strategies for Sales Success

212 Pages·2007·9.23 MB·English

by  Kevin Hogan

Finally, NEWsalesstrategiesand techniquesrevealed for theveryfirst time.Sixhigh
level sales and motivation expertshave been assembled toshare with you never be
fore released information you can start using immediately to close more deals, up
yoursalesandbuildforeverloyalcustomers.
The Sales Team has created theleading edge book about selling that becomes the
benchmark for sales strategy, tactics and motivation. Everyone involved in selling
will shortly own a ropy of this book which gives salespeople the answers to their
most difficult chaIlenges. ("Call back, rome back, think it over, how to be and stay
motivated...")It'sallhere. It'swhatyou'vewantedforsolong!
"1don'tazrehowmanySllIesbooksyou'vereodinyourlifr-1amguartmt«youwill
WIlIk//WIlYfrom thisI100kwithsomedeadlypowerfulnewttu:ticsyou'veneverheardof.
1did. TIrePrtIise/Criticism ttu:ticaloneisoneoftheIII06tpowerfu1idas I'vet:rItI'bmI
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Product and service buyers are more educated
than they've ever been. Educated not just on the
productstheyarebuyingorthecompaniestheyare
buyingthem from, butthetechniques used tose
them.Peopletiredlongagoof "salespitches."
You'vealreadybeenthroughSales101.
You recognize that traditiOllll1 sales
oftenlimited.
"I use Dr. Mollie Marti's perfrJnrronce tools
every day as a business woman, coach and
recruiter. She's nowcombinedherexpertisewith some
ofthebestinthesalesindustrytotakeyoursalesperfor
""'neeooerthetop. ReadthisbookNOWandbringout
thesalessituinyou!"
KristenHolmes-WIJUI,HeadCoach,Princeton
UniversityFieldHockey,Director,Champions
EdgeFieldHockeyCampsandClinim
"Kevin Hogan has done it againI But this time he
raised the bar even higher by bringing in The Sales
Team. Anyone whose living depends on selling
or pmlUlSion is about to be working under a huge
disildDlmtage - unless they rad "SELLING:
Powerful New Strategies for Sales
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18 SecretStrategies and Hundreds ofFresh Insights for Success in
Selling Make This Bookthe Most Important on Selling SinceJeffrey
Gitomer's Sales Bible
SELLING:
Powerful New Strategies for
Sales Success
Kevin Hogan Psy.D. • Dave Lakhani
Gary May • Eliot Hoppe
Larry Kevin Adams • Mollie Marti Ph.D.
111
Network3000 Publishing
3432 DenmarkAve. #108
Eagan, MN 55123
Copyright© 2008 by Kevin Hogan, Mollie Marti, Dave Lakhani
All Rights Reserved
This book, or parts thereof, may not be reproduced in any form without
permission from the publisher; exceptions made for brief excerpts in
published reviews.
Selling: Powerful New Strategies for Sales Success
Library of Congress Cataloging-in-Publication Data
Hogan, Kevin
Selling: Powerful New Strategies for Sales Success/
by Kevin Hogan, Dave Lakhani, Mollie Marti, Gary May,
Larry Adams, Eliot Hoppe
Includes Bibliographic references and index.
1. Selling 2. Sales
HF 5438.25.H62 2008
658.85-dc22 2008
ISBN: 1-934266-04-3
ISBN: 978-1-934266-04-5
Hardcover
Printed in the United States of America
Published by
Network 3000 Publishing
[phone]
www.network3000publishing.com
This book is available in quantity discounts.
For more information, call (US) 612-616-0732.
CONTENTS
An Introduction That's Worth Reading by Kevin Hogan 7
What's In This Book for you? 9
PART ONE: THE OUTER GAME OF SELLING 11
Chapter One by Gary May 13
Buying Back The Sale?! 13
Chapter Two (GM) 25
Power Farming for Sales 25
Chapter Three (GM) 39
Focusing Their Thoughts 39
Chapter Four (GM) 53
Role Projection 53
Chapter Five by Eliot Hoppe 67
The Single Most Important Factor In Selling? 67
Chapter Six by Larry Adams 81
Your Own Extreme Sales Event. 81
Four Steps to an Extreme Sales Event. 81
Chapter Seven by Dave Lakhani 91
Selling The Room - The Art of Mass Influence 91
PART TWO: THE INNER GAME 99
Chapter Eight by Dr. Mollie Marti 101
Fueling Sales with Value·Driven Selling 101
Value·Driven Vs. Goal·Driven 102
Establishing a Value·Based Direction 104
Motivational Check Up 110
Chapter Nine by Eliot Hoppe 113
Identifying with Your Customer 113
Chapter Ten by Larry Adams 125
Become Exceptional in Sales by Engaging Your Strengths 125
Chapter Eleven by Dr. Mollie Marti 131
The Power of Sales Strategies, Processes and Routines 131
Prospective Approach 131
Retrospective Approach 132
Strategies 134
Chapter Twelve (MM) 143
Routines: Rituals of Achievement 143
Chapter Thirteen (MM) 155
5
Fueling Your Success - Managing Time and Energy 155
Chapter Fourteen 167
Rituals of Customer Acquisition (MM) 167
PART THREE: THE SALES BRAND 183
Chapter Fifteen by Larry Adams 185
Branding Yourself: The Art of Making YOU Unique 185
PART FOUR: SALES MANAGEMENT 195
Chapter Sixteen by EIiot Hoppe 197
So You Want to Be A Sales Manager? 197
Chapter Seventeen (EH) 203
Sales Management Secrets 203
Chapter Eighteen by Dave Lakhani 211
The Close 211
Bibliography 213
6
An Introduction That's Worth Reading...
The Selling No One Understands
Withoutyou, no oneelsehas ajob.
The salesperson doesn't make a sale? There is no money to pay thejanitor,
the CEO, the customer service rep, the IT people, the graphics gal, the
advertisingguy.
You should see the faces ofthe people who actually don't generate money
incompanywhenImakethat statement.
In 2 seconds I can scan an audience and tell who is who. Ofcourse it isn't
rocket science to distinguish real smiles ofappreciation and plastic pasted on
faces.
But the facts are the facts. The people who aren't bringing in money are
what are known as "expenses" or "liabilities." The people who bring money
intothebusiness areknownas "assets."
Yet, noonesays, "Iwanttobea salespersonwhenIgrowup."
Anditticks me off.
In the United States, on average salespeople earn far more than almost all
otherprofessions.
Thesellingprofessiongets norespect fromtheignorant.
I've been selling since I was 9 years old. I had to. We grew up poor in
Chicago. Really poor. The choices were minimal. I sold to survive. I sold
greetingcards. Isoldmybodytopickweeds, shoveldriveways ofsnow, cutthe
grass for people...and over the next 35 years Isold whatseems to bejust about
everything.
Andrarely was Iaffordedrespect for selling.
Letmetellyoupointblank:
Withoutyou, no oninyour companyeats.
Withoutyou, noone inyour family eats.
Withoutyou, yourcountrygoesbankrupt.
You aren't the onlyonethat matters, butyou matter far more than any other
personinyour company.
TheSales Manager orV.P. thatboughtyouthis bookgets that.
Ifyou beat them to it, maybe it makes sense that you give them a copy of
thisbook, as itwill makethembetteratwhattheydo.
The Sales Team that authored this book is one ofthe most successful and
diverse groups ofpeopleyou couldhopefor.
AndIhave aconfession...
...I asked each author to share their best material in their specific selling
niche. The information youareabout to drink inis flat out mindblowing.
7
"Objections," which have paralyzed you for decades are blasted away.
Presentations are made easyandmotivation is made permanent. Ifthis isn't the
finest bookonsellingeverwritten, it's inthetop handful.
You won't find hype in this book. You'll find out how to go from selling
well to being a star. You'll find out how to go from being a star to being a
superstarinselling. Everyoneherehas causedthewheels oftheworldtoturn.
Theysaylovemakes theworld go 'round. Itdoesn't. Salespeople do.
What I likeabout selling is that itrequires all the skills, talents and integrity
that ittakes to neverwonder orworrywhere thenext dollar comes from.
I had an email from one ofthe people in my Inner Circle the other day. If
you wish, you can find out information about the Inner Circle here:
http://www.kevinhogan.com/innercircle.htm
It was a very simple question. Here's what she asked:
"What do I do when I don't get paid what my male counterparts are getting
paid?"
Myanswer, "Leave."
If the person had been selling for their company instead of sitting in an
office, they'dhave a chanceto show whatthey were madeof. Butthat isn't the
case. This personwantedsomething"given"tothemthatthey"deserved."
In selling, there is no "deserve" and nothing is ever "given" to the
salesperson.
The salesperson doesn't get to have a salarythat is protectedby a bunch of
laws createdby government bureaucrats that have maybe "sold out," but don't
generateincome.
The salesperson has to work with the highest level of integrity, force of
personality, lovefor people, caringforhis companyandher family.
No one else inthe company has to work all 8hours in aday. Theyslackoff,
surftheInternetand dinkaroundatthewatercooler whilethesalespersonis out
bustingherbuttpayingfor everyoneto dothat.
Andthere arenoexceptionstothis.
Eithersomeone isbringinginrevenue for thecompany, ortheyarespending
therevenueyougenerate.
Period.
Doyou havemyrespect?
Youbetterbelieveit.
Youhavemorethanthat. Youhave myappreciation.
Salespeoplearetheonlyforcethat causes societyto exist.
Whenyoubreakitdowntokindergartenterms, thereasona governmentcan
taxis becauseyougeneratedallthemoneyfor everyonetotake home.
Areyou allthatmatters?
No.
(Sorry.)
8