Stop, Ask, and Listen: Proven Sales Techniques to Turn Browsers Into Buyers

224 Pages·2004·7.15 MB·English

by  Kelley Robertson

,
STOP
ASK,
LISTEN
and
Proven Sales Techniques
to Turn Browsers
Into Buyers
SECOND EDITION
Kelly Roberston
WILEY
John Wiley & Sons Canada, Ltd.
Praise for Kelley Robertson and Stop, Ask and Listen
People will pay a premium for quality. We’ve used concepts
similar to what Kelley presents in Stop, Ask, and Listen and they
have helped us succeed. If they work for us, they’ll work for
you. I recommend this book to anyone who is serious about
increasing sales and customer loyalty.
—Harry Rosen, Chairman, Harry Rosen Inc.
This book gives every sales professional, in any market, a
step-by-step process to make more sales, faster and easier than
ever before. Worth its weight in gold!
—Brian Tracy, President, Brian Tracy International
Author of Advanced Selling Strategies
Stop, Ask, and Listen is an outstanding book! I was amazed how
many practical ideas were included. When you apply these
concepts you will definitely separate yourself from your com-
petitors.I highly recommend this book to anyone in sales.
—Jim Clemmer, President, The Clemmer Group
Author of Pathways to Performanceand
Growing the Distance
I have been exposed to many sales processes and I have never
seen one as practical and achievable as Kelley’s. It is refreshing
to read a book on sales that succeeds in selling me on the
process it prescribes. Stop, Ask, and Listencombines the essential
mechanics and the crucial mindset of successful selling in a
process that is totally achievable.
—Blair Minnes, Account Manager, Larter Creative
Stop, Ask, and Listen is an excellent book! Kelley has done what
most authors neglect to do—include a step-by-step blueprint to
implement the concepts in his book. His examples, analogies, and
real-life situations reflect a keen understanding of professional
selling behaviour. Good material for salespeople at all levels,
whether selling a Walkman or a multi-million dollar aircraft.
—Greg Marlo, Director of Sales & Marketing,
OurPLANE Inc.
Stop, Ask, and Listen is well-written book and a must-read for
any salesperson. When you apply the concepts you will demon-
strateto your customer why they should buy from you, at your
price. It will definitely increase your negotiating power.
—Michael Sloopka, President, Selling Solutions
I am reading, re-reading, and re-reading this book. I am convinced
that there is no finer book on effective selling in existence!
Because of this book, I see a bright future ahead for me in sales.
—Dave Smith, Sales Associate, Forshey Piano Company
I have studied this book from cover to cover numerous times
and have to say that it is probably the most helpful self-help
sales training book I have read so far. My sales results from the
open houses increased exponentially this last weekend…thanks
to your blueprint. Looks like my sales are on an upward swing!
—Dino DiDiodoro, Agent, Re/Max Real Estate
I have read books by the top motivators such as Brian Tracy and
Tom Hopkins and Stop, Ask, and Listenrates as one of the best. I
have already doubled my sales from last month!
—David Hannah, Sales Consultant, Ottawa West
Hyundai
“Brilliant” is the only way to describe this book. Kelley has
identified the most significant challenges faced by salespeople
and demonstrated how to overcome them. He demonstrates a
keen insight into customer needs and wants. All salespeople
could learn something from this book regardless of what, and to
whom, they sell.
—Andrea Nierenberg, The Nierenbreg Group
In today’s economy, customers are more discriminating and
have more information and choice. Kelley’s vision and concepts
for motivating your customers to buy are unique and practical.
This foolproof method of selling will distinguish you from your
competition.Stop, Ask, and Listenis guaranteed to propel you to
the highest level of success.
—Roz Usheroff, President, The Usheroff Institute
Copyright © 2004 by Kelley Robertson.
All rights reserved. No part of this work covered by the copyright
herein may be reproduced or used in any form or by any means—
graphic, electronic or mechanical—without the prior written
permission of the publisher. Any request for photocopying, recording,
taping or information storage and retrieval systems of any part of this
book shall be directed in writing to The Canadian Copyright Licensing
Agency (Access Copyright). For an Access Copyright license, visit
www.accesscopyright.ca or call toll free, 1-800-893-5777.
Care has been taken to trace ownership of copyright material con-
tained in this book. The publishers will gladly receive any information
that will enable them to rectify any reference or credit line in subse-
quent editions.
This publication contains opinions and ideas of the author. They are
not presented to provide a basis of action for any particular circum-
stances without consideration by a competent professional. The
author and publisher expressly disclaim any liability, loss, or risk, per-
sonal or otherwise, which is incurred as a consequence, direct or
indirect, of the use or application of the contents of this book.
National Library of Canada Cataloguing in Publication
Robertson, Kelley
Stop, ask and listen : proven sales techniques for turning
browsers into buyers / Kelley Robertson. -- 2nd ed.
Includes index.
ISBN 0-470-83367-X
Selling. I. Title
HF5438.25.R6195 2004 658.8 C2003-907496-X
Production Credits
Cover and interior design: Interrobang Graphic Design Inc.
Printer: Tri-Graphic Printing
Printed in Canada
10 9 8 7 6 5 4 3 2 1
Contents
Acknowledgementsix
Introduction1
Chapter One: The GUEST Approach to Selling5
Chapter Two: Powering Up Your Personal Attitude11
Mental Baggage14
Confidence Plus18
Affirmations18
Talk to Me21
Salesperson versus Sales Professional23
Managing Change24
Summary26
Action Plan27
Chapter Three: Greeting Your Customer29
Creating a Great First Impression31
“Just Looking”32
Types of Greetings35
Overcoming “Just Looking”36
Acknowledgement38
Summary39
Action Plan40
Chapter Four: Uncovering the Customer’s Needs41
The Needs of Every Customer42
How Much Time to Allow for Qualifying?43
Managing the Customer47
Establishing Rapport49
Quality Qualifying 53
Can I Ever Ask Closed-Ended Questions?57
What’s Your Budget?58
vi Contents
The Importance of Product Knowledge59
Hidden Issues60
Active Listening62
Summarizing65
Sample Qualifying Conversations with Customers66
Qualifying Questions73
Rapport-Building Questions74
Summary74
Action Plan76
Chapter Five: Explaining the Product77
Common Presentation Mistakes78
Painting Mental Pictures90
Tools of the Trade92
Summary94
Action Plan94
Chapter Six: Solving Objections95
What Is an Objection?96
Step 1—Empathize97
Step 2—Ask for Clarification99
Clarifying Is Not . . .101
Personalized Responses103
Step 3—Seek Permission105
Step 4—Provide a Solution107
Overcoming the Price Objection108
KISS Your Customer109
Summary111
Action Plan112
Chapter Seven: Telling the Customer to Buy113
Buying Signals114
Customer Fears115
Personal Fears117
How to Close More Sales122
Closing Techniques124
Contents vii
Summary128
Action Planning128
Chapter Eight: Selling to the Opposite Sex129
Two Different Perspectives130
Making a Decision130
Buying Needs131
What Did You Say?133
Men Selling to Women134
Women Selling to Men136
Summary138
Action Plan138
Chapter Nine: Maximizing Your Sales Opportunities139
Accessorizing139
Selling Intangibles142
Strategy One—The Introduction143
Strategy Two—Discussing the Program145
Strategy Three—Asking for the Sale149
Three Steps to Guaranteed Success150
Referrals150
What Impact Can Referrals Make?153
The Sale Follow-up154
Summary155
Action Plan156
Chapter Ten: Harnessing the Power of Goals to Achieve
Sales Success157
Why Set Goals?158
What Is Stopping You?158
Why People Fail to Achieve Their Goals161
Setting SMART Goals166
Creating Action Plans168
Failure Is Not an Option170
Summary171
Action Plan171
viii Contents
Appendix 1: A-Z Qualifying173
Appendix 2: 100 Ways to Increase Your Sales187
Appendix 3: A Blueprint for Success193
A Final Comment204
Index205
Want More?211
Acknowledgements
The publication of this book represents some very unique
circumstances. Just a few short months after the first edition
was released, my publisher declared bankruptcy. This meant I
was faced with the choice of self-publishing or seeking out
another publisher.
I seriously considered taking the self-publishing route until
my wife, Louise, encouraged me to approach publishers and
explain my circumstances. It was through this support and
encouragement I eventually connected with John Wiley and
Sons. Without her suggestion and encouragement, this edition
would not likely have been produced. Thank-you Louise!
Although writing a second edition of a book does not
require the same effort from the author as the original version, it
still demands the support and assistance of many other individ-
uals. Several people at John Wiley were instrumental in the
production of this book. Karen Milner, championed my propos-
al and helped an idea become reality. She responded to every
e-mail and voice mail message I left and kept me informed with
the status of the manuscript. Elizabeth McCurdy was tireless in
her efforts to create a great looking book and she caught several
inconsistencies in the layout before it went to print. The eagle