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The 10 Laws of Sales Success


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Law #1: Keep your mouth shut and your ears open.

This is crucial in the first few minutes of any sales interaction. Remember:

  1. Don't talk about yourself.
  2. Don't talk about your products.
  3. Don't talk about your services.
  4. And above all, don't recite your sales pitch!

Obviously, you want to introduce yourself. You want to tell your prospect your name and the purpose of your visit (or phone call), but what you don't want to do is ramble on about your product or service. After all, at this point, what could you possibly talk about? You have no idea if what you're offering is of any use to your prospect.

Not correct.  

This is horrible advice to start out with and not a terrible law except for idiots and simpletons who are new to sales and can't keep their mouths shut at the right time.  

And there is a time for keeping your mouth shut – right after you ask for the sale.

You can't advance any sales by keeping your mouth shut unless you're simply an order taker, in which case you're not a salesperson.

So how should a sales pitch start?

My comment on the above was focused on rebutting the advice offered as Law #1, which is not about how to do a sales pitch, but about what is "... crucial in the first few minutes of any sales interaction."  

The Law #1 advice as offered reads: just show up and shut up in the first few minutes of your sales meeting.  And that's just simply retarded.

Okay, but if a sales pitch begins with a few questions and letting the prospect talk, that's good right?

Law #2: Sell with questions, not answers.

Remember this: Nobody cares how great you are until they understand how great you think they are.

Forget about trying to "sell" your product or service and focus instead on why your prospect wants to buy. To do this, you need to get fascinated with your prospect; you need to ask questions (lots and lots of them) with no hidden agenda or ulterior motives.

Many years ago, I was selling CDs at a music festival. It didn't take me long to figure out that it wasn't my job to sell the CDs-it was my job to get the earphones on every person who walked by my booth!

I noticed right away that whenever people sensed I was attempting to "sell" them a CD, their walls of defense immediately went up and they did everything in their power to get as far away from me as they could.

So instead, I made it my job to introduce new music to anyone who wanted to put on the earphones. Once they heard the music, they either liked it or they didn't. I didn't do any "selling," and I made more money that week than any other CD hawkers at the festival.

Back then, I didn't know anything about sales, but I knew enough about human nature to understand that sales resistance is an oxymoron: The act of selling creates the resistance!

If you're going to start somewhere with these laws, this is a much better place than Law # 1 above.

Could it be that they're meant to go hand in hand? Start by asking questions, then listen?

I've no idea what they meant... 

Law #6: If you're asked a question, answer it briefly and then move on.

Remember: This isn't about you; it's about whether you're right for them.

Law #6 is less than optimal advice.

If you're asked a question and you understand exactly why the person is asking the question (because you have a relationship with them) then you can answer their question briefly and move on... if not, or if this is a new relationship, then you need to channel your inner semite* and answer a question with a question – you always have to clarify, clarify, clarify what a person is really desiring to know regarding their preferred benefits and objections.  

Sales is not ever about whether I'm right for them, it's always about helping people to ask better questions that serve advancing their true interests, not answering their crap questions briefly and then moving on ... 

*Goyim to his Jewish friend:  "Hey Saul, how come every time I ask a Jew a question he answers me with a question?"

Saul: "What kind of question is that?"

Especially if they're asking for an explanation about something, a complete answer is more useful than a brief answer.

Law #10: Invite your prospect to take some kind of action.

This principle obliterates the need for any "closing techniques" because the ball is placed on the prospect's court. A sales close keeps the ball in your court and all the focus on you, the salesperson. But you don't want the focus on you. You don't want the prospect to be reminded that he or she is dealing with a "salesperson." You're not a salesperson, you're a human being offering a particular product or service. And if you can get your prospect to understand that, you're well on your way to becoming an outstanding salesperson.

This is not accurate at all and quite weak.  

Closing in sales is always just asking for the order – and then shutting up.  That's it.  ABC, baby.

An invitation?  WTF – are we throwing a party?!

The strongest action would be asking if we have a deal.

But sometimes a weaker action is needed if they're not ready to make a deal yet. 

Ah yes! Thank you for that link, Rob. Well worth a re-read.

#3 - treat it like a first date - absolutely ( if you enjoy first dates otherwise this may be your idea of hell )

The best sales people I know are amazing flirts ( yeah, some of it probably was inappropriate ) but they sell circles around everyone else.

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