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How To Master The Art Of Selling : Fully Updated and Revised - Over 1 Million Copies Sold - T. Hopkins

How To Master The Art Of Selling

Fully Updated and Revised - Over 1 Million Copies Sold

Paperback

Published: 20th May 2005
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A revised and updated edition of How to Master the Art of Selling, which educates on how to succeed in sales, including new information on using the latest research techniques and using e-mail and online resources to generate deals more quickly and efficiently.

About the Author

In 1976, Tom founded Tom Hopkins International, Inc., and dedicated his life and his company to teaching and inspiring others through his seminars, books, audio and video training programs. Today, over 35,000 corporations and millions of professional salespeople through the world utilize his professional sales training materials.

Chapter One

What the Profession of Selling Really Is


I learned a long time ago that selling is the highest-paid hard work-and the lowest-paid easy work-that I could find. And I also found out another exciting thing about selling-the choice was mine, all mine. By myself, I could make it the highest-paid hard work, or I could let it be the lowest-paid easy work. I discovered that what I'd achieve in my selling career was entirely up to me, and that what anyone else wanted wasn't going to make much difference. What anyone else would or wouldn't give me wasn't going to make much difference, either. The only thing that really mattered was what I did for myself, and what I gave to myself.

Will you agree with me on that? I hope so, because the whole point of this book is that the skills, knowledge, and drive within you are what will make you great, and that these qualities can be expanded and intensified-if you're willing to invest time, effort, and money in yourself. Is there any better investment than in yourself? Most of us know there isn't, but many of us don't act often enough, or decisively enough, on that belief.

You are your greatest asset. Put your time, effort, and money into training, grooming, and encouraging your greatest asset.

Let's talk about some of the advantages of selling.

The first advantage and the reason I love selling is its freedom of expression. Sales is one of the few professions left in which you can be yourself and can, in essence, do what you want to do. This freedom you've won for yourself by successfully competing where resourcefulness and perseverance are demanded and highly valued. No activity is more vital to the economy's health than selling; no activity is more dependent on individual initiative than selling.

The second advantage of selling is that you have the freedom to become as successful as you'd like to be. In this profession, no one limits your income but you. There are no income ceilings.

You may question this statement. You may think the limit is the highest income anyone has yet made selling for your company. Does that mean it's not possible to earn more? Of course not. But it does mean that all the salespeople in your company who aren't earning the highest income aren't applying all the strategies and techniques of the Champion.

The third advantage of selling is that it's a daily challenge. You can go into almost any business and have no challenge. That's never the case in selling, where every day you're confronted with new challenges. Let that fact refresh you, not weary you. Glory in it. Our overregulated and highly organized society provides few lucrative work activities where the end of each day isn't known before that day dawns. You are privileged to be involved in one of those precious few activities where freedom and challenge aren't rarities, they're constant companions. In sales, you never know what opportunities the day will open up, what prizes you can win-what catastrophes may befall you.

To the salesperson, every day is an adventure. Working at this profession, we can go from the heights of exhilaration to the depths of discouragement within forty-eight hours-and climb back to the heights again the next day. Isn't that exciting?

Say yes.

Every morning, tell yourself that challenge is exciting, it's fun, and you look forward to it. Tell yourself that-and mean it. Psych yourself up to enjoy challenge. Then go on the prowl for it, find it, and overcome it. If you want to be better than average, do that. If you aspire to greatness, you won't hesitate. The shortest route to high earnings goes straight through the challenges you'll encounter.

The fourth advantage of selling is that it offers high potential returns from a low capital investment. What does it cost to gain entry into this profession that has no income ceiling? Compare whatever you think that cost is to the investment required for one of the fast-food franchises that have been so successful. Typically, owners of a new location invest three hundred thousand dollars or more, work long hours, and pay themselves a small salary. All of this is done in the hope of a sixty-thousand-dollar return on invested capital the second year.

You can launch yourself into a sales career for a tiny fraction of the franchiser's investment and, by applying the systems in this book, have greater earning power sooner. This enormous leverage on the small investment that getting into selling requires has always fascinated me. What an exciting prospect!

The fifth advantage of selling is that it's fun. Do you know how many people aren't having fun with what they're doing for income? My philosophy is that if it's not fun, it's not worth doing. Life was meant to be fun, and there's no reason not to have some of it while you're earning a nice income for your family.

The sixth advantage of the selling profession is that it's satisfying. You feel good when your client owns your product. It's a thrill to know you've helped people when you go home at night and can say, "I got another family happily involved in what my company provides."

When an executive or official approves your purchase order, it's exciting and satisfying to know you've helped that organization carry out its purposes, save money, make more money, or provide its employees with better benefits. The people you serve benefit in direct proportion to your ability and skills. The better you are at sales, the more you benefit others-your clients, your family, and the nation's economy.

No one limits your growth but you. If you want to earn more, learn more. That means you'll work harder for a while; it means you'll work longer for a while. But you'll be paid for your extra effort with enhanced earnings down the road.

Most people in this world have jobs and professions-existences-that can't fulfill their potential. The scope of their labor is confined to narrow limits; their toil hinders rather than fosters their growth; they dislike everything about their employment except the sense of security its familiarity has bred in them. So instead of venturing into what they don't know and might love, they allow themselves to be trapped by what they do know and don't like.

Professional salespeople recognize no limits to their growth except those limits that are self-imposed. They know that they can always reach out for more. They know they will grow in direct proportion to their competence. And they have little fear of the unknown in change because overcoming the unknown is their daily work. That's the seventh advantage of being a professional salesperson: It stimulates your personal growth.

To earn more, develop more competence. Study this book's sales skills. Study your product or service. Study your customers and your territory. Keep up with technology-at least those aspects of it that help make you more productive. Practice growing your skills at every opportunity. Do what you know you should do. Follow that program, and you can't fail to push your earnings to a much higher level.

That's my purpose in life-to help you make more money. Please don't let me down-develop more competence, earn more money, get your share of life's good things. Developing competence is the only way. I know many salespeople making several hundred thousand dollars a year, and some making more than a million dollars a year, and I'm always intrigued by the variety of their backgrounds, the diversity of their personalities, and the range of their interests. Yet they have many things in common, foremost of which is this quality: They are competent. They know exactly what they are doing. This book, like my seminars, is aimed at helping you learn how to become competent.

Please notice that I said learn.

There's an obstacle to learning how to become competent that we meet with here.



THE MYTH OF THE NATURAL-BORN SALES WONDER

So many of us believe in this that we've come to look on it as an old friend. It's a tempting devil. It lets us avoid taking full responsibility for our own performance. This common fallacy is a destructive idea that I'd like to eliminate from your mind right now.

Having trained more than three million salespeople on five continents, I've met a lot of strong individuals who are on the fast track. I've met with large numbers who haven't put their foot on the lowest rung of their potential yet. And sadly, many of these people never will climb very high on their potential's ladder because they are firm believers in the myth of the natural-born sales wonder.

The myth cuts two ways.

A few believe they're naturals. That's great for confidence, but it's often the source of raging overconfidence. When this overconfidence persuades people that they don't have to bother learning to be competent like ordinary mortals, they trap themselves far below their potential.

Many more people believe they're not naturals, think it's hopeless to work at becoming competent-and trap themselves far below their potential.

"I'm just not a salesperson by nature. Wasn't born with the golden touch like Joe Whizzbeau over there. If I'd been born with his wit, charisma, and bear-hug personality, I could tear 'em up, too. But I wasn't, so I'm never going to make it big in sales."

Don't be too quick to say you're free of this myth. I hear it far too often from my seminar audiences to take it lightly. In fact, I'm convinced that most salespeople who operate far below their potential suffer from it. Let's attack this dangerous idea now and get rid of it.

There never has been a great salesperson who was born great. Imagine a woman in the delivery room. Her newly born infant is saying, "Make yourselves comfortable, folks, and if you have any questions, please feel free to ask me." Pretty silly, isn'it it? The little feller has a long way to go before he can even start learning how to walk, talk, and operate without diapers. He's got a lot to learn, and if he's going to be a great salesman, he's got it all to learn. Psychologists still argue whether it's instinct or learning that causes us to jump at a sudden loud noise, but they agree that everything about selling is learned.

So stop excusing yourself from the hard work of learning how to be competent in your sales career. It doesn't matter whether you think you're a wonder or a nonwonder; you still have to pay the learning price.

And you never stop learning and reviewing. Professionals work on the basics once every year. That's where we're going to start.



THE SEVEN BASICS THAT'LL MAKE YOU AS GREAT AS YOU WANT TO BE

What so few of us are willing to accept is this fundamental truth: Great salespeople, like great athletes, simply do the basics very well. Some of us would like to believe that there's a shortcut around the basics; that, if we could only find it, there's a secret formula out there somewhere for just sitting back and letting the money roll in. The sooner you get rid of that illusion, the sooner you can get on with reaching the heights you want to reach through effective use of the basics.

1. Prospecting. If you're like most of the people in my seminar audiences, just hearing the word prospecting makes you a little nervous. Don't think that way. If you don't like to prospect, it's because no one has taught you the professional way to do it. I'm going to.

2. Making original contact the professional way. We all meet new people all the time-in social situations, at events for our children, at church, in nonsales business settings. The key to success in selling is to refine your skills during these initial contacts to become memorable to the other folks and to remember as much about them as possible so you can impress them even more on your second meeting-which, hopefully, will be a selling situation.

3. Qualification. Many salespeople spend most of their time talking to the wrong people. If you do that, it doesn't matter how eloquently you present your service or product. Your earnings are going to be low. I'll show you how professionals make sure that they invest their time with the right people who can make yes decisions, instead of expending it on the wrong people who can only make no decisions.

4. Presentation. After you qualify and know that this person has a need for your product or service, it's time to move on to the fourth basic, which is the presentation or demonstration. You must present your product in such a way that your prospects see it's just what they had in mind all along.

5. Objection handling. The fifth basic method of developing your competence is to learn how to handle objections effectively. Maybe you've had prospects who want to wait and think it over; prospects who already have one of whatever it is you're selling; prospects who've been doing business with your competitor for years. Have you ever heard any of these things? If you've been in sales longer than a week, you undoubtedly have. Read on. You'll find material that'll make you smile the next time you hear these objections. You'll smile, bore in-and close a delightful number of such sales. But there's a price to pay for that smile: You've got to learn the concept, adapt the idea to your offering, and learn the words that make it work.

6. Closing the sale. Many average-to-good salespeople prospect, make contacts, qualify, present, and handle objections so well that they manage to get by without learning to close competently. And that, of course, is what keeps them from being great. Closing contains elements of both art and science, and those elements can be learned.

7. Referrals. After you've satisfied the needs of your client and closed the sale, you have earned the right to your next prospect. By that I mean getting referral business from each and every client. That is the seventh and final basic. If they're happy, they'll want someone else to be happy, too. I'll teach you simple steps to getting solid, qualified referrals every time, if you're willing to learn.

But many of us have forgotten how to learn, so let's quickly review the steps to learning that apply not only to everything in this book, but to anything you choose to study.



MONEY STUDY: THE LEARNING-TO-EARN-FAST FIVESOME

Money study-I call it that to emphasize how vital it is to learn how to acquire new knowledge quickly and thoroughly. Knowing how to learn fast is the key to rapid personal growth and quick sales success. As adults, it's easy to fall into the habit of skimming over new knowledge, of avoiding any organized effort to grasp and hold new knowledge. That's no good at all. That's how you achieve the status of being average. Superior earning ability grows out of the superior performance that superior learning makes easy. The place to start being superior is to acquire and use a superior learning system. Here it is:

1. Impact.

Introduction xv

1. What the Profession of Selling Really is 1


Lowest Paid Easy Work 1


The Sky's the Ceiling 1


Let This Fact Refresh You 1


Getting High from Low 2


The Fun Philosophy 2


Toil that Hinders Your Growth 2


The Myth of the Natural Born Sales Wonder 3


As Great as You Want to Be 4


Money Study: The Learning to Earn Fast Fivesome 5

1 Impact 5

2 Repetition is the Mother of Learning 5

3 Use it or Lose It 6

4 Accelerate into Superperformance 7

5 That Neat Little Thing 8


Your Primary Tool 8

2. The Twelve Sources of Sensational Selling Success 11

1 Looking at Them 11

2 Honest Pride 11

3 Down the River and Over the Falls 11

4 Fighting the Good Fight 12

5 Only One Person 12

6 Itch to Get Rich 12

7 Desire and Pain 12

8 The Very Blood of Achievement 13

9 Fate's Fickle Fumblings 13

10 People Who Hate People 14

11 Situations in Stride 14

12 Empty Your Purse 14


Why You Can't Fail 14


Enough Cold Morning Desire for Sunshine Wants 15


Spr Makes the Difference 16


The Purchase Path 19

3. Question Right and Sink Your Teeth Into Sales Success 21


The Standard Tie-down 21


The Inverted Tie-down 23


The Internal Tie-down 24


The Tag-on Tie-down 24


The Alternate Advance 26


Reflexive Closing Questions 28


Discovery Questions and Leading Questions 34


Never Ask a Say-no 34


How to Take Command 35


Three Principles for Questioning Power 36


Twelve Pointers on Questioning Technique 39

4. Creating the Selling Climate 41


Sell the Benefits They'll Buy 41


Sell the People Who Can 42


But Don't Try to Sell Logic 44


And Catch Change on the Move 44


Replace Rejection Words With Go-Ahead Terms 49


Use the Triad Concept to Multiply Your Effectiveness 59


Use the Senses to Sell the Emotions 61

5. Why Don't I Do What I Know I Should Do? 64


The Cutting Edge 65


How You Get Depressed 65


The Motivators 67


Achieving Non-achievement 68


Can You Afford Popularity? 69


Become You 71


The De-Motivators 72


How You Can Control Fear 74


Three Truths All Great Salespeople Know 76


Our Primtive Reasons for Fighting Change 77


Make it Work for You 77

6. Learn to Love No 83


When Your Prospect Explodes 84


The Formula for Rejecting Rejection 85


The Champions' Five Attitudes Toward Rejection 87

1 Learning Experience 89

2 Torpedo 89

3 It's Hilarious 91

4 Opportunity 92

5 Playing the Game to Win 92


The Creed of the Champion 93

7. Referral Prospecting Non-Referral Prospecting 94


Twenty/See the People 95


Know Your Ratios 96


Referral Prospecting 99


Card Referral System 101


CRS in Action 101


Non-Referral Prospecting 107

Technique 1 Itch Cycle 107

Technique 2 Orphan Adoption 112

Technique 3 Technical Advancement 115

Technique 4 Local Publications 117

Technique 5 Claim-Staking 119

Technique 6 Swap Meet 120

Technique 7 Service Your Service Department 122


Five Ways to Hover Until You're Ready to Fly 124

8. How to Find Fortune and Felicity with the Phone 127


The Name Close 129


Drop the Second Anchor 130


Outgoing Calls 130


A Little Challenge for You 132


The Windup Appointment Close 135


Where to Find Good Lists 136


Scoring Systems 136

9. A Spectator Sport Buying is Not 139


Client-participation 140


Three Formats for Selling 142

10. Put Champion Selling Power in Your Presentations and Demonstrations 145


Preparation for the Close 147


He Bragged About the Problem 149


Glamour Words 149


Learn Many Different Lingoes 151


In Less Than 17 Minutes 153


The Power of Planned Presentations 153


How to Do It 157


Working With the Pre-planning Form 159


Visual Aids 166


How to Make Them Pay Off 168


Proof Letters 171


How to Use Printed Literature 171


Video Equipment 172


Instead of Fighting Boredom 172


Never Take Down Until 173

11. Finessing the First Meeting 174


Our Main Goal 175


To Shake or Not to Shake 176


The Referred Lead 177


The Non-referred Situation 178


Opening Involvement 179

12. Qualification is the Key to Quota-Busting 180


Have Now 181


Like Most 181


Altered or Improved 182


The Final Decision 183


Fortunate Today 183


Bracket-in for Product or Service 184


Bracket-up for Money 184


The BUFM Formula 185


Un-price, a Popular Non-technique 186

13. The Objection Connection 187


An Integral and Expected Part 187


Minor Objections are Defense Mechanisms 188


Conditions 188


It's My Fault 189


Two DON'TS and One DO that All Champions Live By 190


Lead and They'll Do It for You 190


The Objection Handling System 191


Four Shock Treatments 193


Put the Shoe On 193


Change Their Base 194


Question Down 195


Review Their History 195

14. Closing is Sweet Success 198


When Do You Flash? 199


Make Your Proof Letters Talk 199


Test Closes 201


Alternate Advance Test Close 201


Erroneous Conclusion Test Close 202


Porcupine Test Close 202


Steer Safely 203


The Crash and Burn Close 203


Moving to the Major Close 204


The Process of Helping People 204


Close Through Their Eyes 206


When? Where? 207


The Priceless Dozen Plus Two 209


Wear the Suit of Lights 210

15. Twelve Power Closes for Aspiring Champions 213

1 The Basic Oral Close 213

2 The "Let me make a note of That" Close 213

3 The Ben Franklin Balance Sheet Close 215


When They've Heard It 217

4 The Sharp Angle Close 219

5 The Secondary Question Close 220


Bridging 223

6 The Higher Authority Close 224


The Case History Approach 226

7 The Similar Situation Close 226

8 The Dear Old Mom Close 227

9 The "I'll think it over" Close 228


Make Them Squeak 229

10 The Reduction to the Ridiculous Close 230


Ridiculous--and Fantastic--Figures 233

11 The Negative Close 233

12 The Puppydog Close 235

16. A Clutch of Moneygrabbers 238


8 Wasy That Turn Little Dollars Into Big Dollars 238

System 1 Multiply Money 239

System 2 Add-on 240

System 3 Bunches of Bananas 241

System 4 Dig Through the Mountain 242

System 5 Make Your Cards Work 242

System 6 Be a Walking Ad 243

System 7 Recoup on the Recontact Route 243

System 8 Costs Little, Works Like Wings, and Isn't Used Much 245

17. How to Perspire Less and Profit More from Paperwork 250


Paperwork Aimed at Controlling You 250


Paperwork that Helps You 251


Handling the Stuff Fast 252


Four Files You Need 253

18. Fortune Building Starts with Time Planning 256


Followup System 257


Daily Work Plan 257


Personal Rewards 258


How to Schedule Your Time for Greatest Selling Impact 258


Live by These Twelve Words and Your Success is Certain 260

19. How to Sell Your Way Out of a Slump 261


The Choice is Yours 262


Neggies 263


Do Yourself a Favor 264


The GOYA Formula for Unslumping 265

20. The Most Necessary Skill of All 271


What Made Tommy Run 272


Twenty Ways to Turn Wishes Into Reality 273

21. How to Sell to the Most Important People You Know 278

22. Five More Power Closes for Aspiring Champions 282

1. The "No" Close 284

2. The "It Isn't in the Budget" Close 285

3. The Personal Inflation Close 286

4. The Business Inflation Close 286

5. The State of the Economy Close 287


Index 289

ISBN: 9780446692748
ISBN-10: 0446692743
Audience: General
Format: Paperback
Language: English
Number Of Pages: 387
Published: 20th May 2005
Publisher: Little, Brown & Company
Dimensions (cm): 21.0 x 13.3  x 2.7
Weight (kg): 0.34
Edition Number: 1