I donīt want to look like I only want to stir a debate in politics , so hereīs my summary of this great book. I really recommend it as the book is written in a very "how-to" way which I really like.
The Ultimate Sales Machine, Chet Holmes
(1) Time management
Six main rules on time management:
(2) Regular training
- Touch it once.
- Daily lists of six important tasks.
- Plan how long will each task take.
- Assign time slots for accomplishing each task.
- Focus on difficult first.
- 'Will it hurt me to throw this away?'
(3) Effective meetings
- new-hire training = classroom teaching, policies, procedures
- constant improving and advancing
- repetition is the key
- technology training
- 3 pīs: planning, procedures, policies
- memos -> procedures binder -> training manual
- 10 steps to implement any new policy:
(4) Become a brilliant strategist
- Get everyone to feel the pain.
- Hold a workshop to generate solutions.
- Develop a 'conceptual solution or procedure'.
- Leader/top talent personally performs procedure/task.
- Set a deadline for testing the conceptual procedure.
- Document step-by-step procedure/process.
- Have show&tell and role playing.
- Have another workshop on how to improve.
- Monitor the procedure directly.
- Measure and reward the outcome.
- strategy + tactics
- setting the marketīs buying criteria
- the stadium pitch -> core story
- only 3% are buying now
- education based marketing
- USP (unique selling proposition) -> more outwardly focused (on the client!)
(5) Hiring superstars
- collecting market data
- 'smoking gun' = position yourself above everyone else
(6) Getting the best buyers
- always on performance -> commissions
- personality profiling: DISC tests: dominance, influence, steadiness, compliance (D&C for salespersonel)
- interviewing superstars: relax, probe, attack
(7) The 7 musts of marketing
- educational seminars
- DREAM 100 -> best potential customers
- mail, follow-up call, continue for months
- dream affiliates
- life time value
(8) The eyes have it
- Direct mail.
- Corporate literature.
- Public relations.
- Personal contact.
- Trade shows and market education.
- Rules for effective presenting:
- Keep it simple, stupid.
- Keep it fast paced.
- Use 'wow' facts and statistics.
- Build in opportunites for stories.
- Your presentation shoud be curiosity driven.
- Think of each headline as valuable real estate.
- Be confident but not obnoxius.
- Focus on them, not you.
- Common mistakes presenters make:
- Thanking prospects for their time or apologizing for taking it.
- Presenting with your hands in your pockets.
- Presenting from a sitting position.
- Being led around by your nose.
- Letting the materials upstage you or guide you.
- Keeping it totally serious.
(9) The nitty-gritty of getting the best buyers
- offer education 'what to look for'
Six simple steps:
- Choose your dream 100.
- be clear on the criteria
- create a database
- target: the one who has the authority to say YES
- Choose the gifts.
- useful, playful
- Create your dream 100 letter.
- it should accompany every gift
- strategic approach
- short, brief
- focus on the offer
- Create your dream 100 calendar.
- a system for mailing every 14-30 days
- Conduct dream 100 phone call follow-up.
- goal: schedule an appointment
- how to get around 'gatekeepers'
- Present the executives briefing.
Pigheaded discipline and determination!
- use market data
- set the buying criteria in your favor
- find the 'smoking gun'
- hit their pain points
- include pitch after the education
(10) Sales skills
- Establish rapport
- know as much as possible about the client
- education builds rapport
- establishing rapport: ask great questions, have a sense of humor, commiserate, be empathethic and care about them, find the common ground, mirror
- Qualify the buyer (find the need)
- buying criteria
- what the client is looking for in our product
- Build value
- present core story
- build value
- targeted to the buyer
- Create desire
- market data
- intensifying the need
- make them uncomfortable, show them the problems
- Overcome objections
- isolating the objection
- Close the sale
(11) Follow-up and client bonding skills
- Follow up
- 10 steps to great follow-up
(12) All systems go
- Send the first follow-up letter.
- Make the first follow-up call.
- Share something amusing or of personal interest.
- Throw a party, share a meal, and bond like crazy.
- Send another fax/email/letter/card.
- Plan something fun that can include the family.
- Offer something to help their business.
- Send another fax/email/letter card.
- Offer more help to succeed.
- The ultimate follow-up: invite them to your home or be invited to theirs.
Here is the pdf if youīd like it:
- what we think defines who we are
- RETICULAR ACTIVATING SYSTEM
- 'fake it till you make it'
- shortcut : before going to bed and right after waking up the brain is the most receptive
- goal writing
- measuring effectivenesss: worksheets, contests
Going to buy the book today. Thanks for the review. ++++speed
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