The Endgame to Selling

In golf, there is a saying that, "You drive for show, but you putt for dough." In selling, you prospect and present for show, but you overcome customer skepticism and gain commitment for dough. Your ability to answer objections and get the sale is the true test of how good you really are as a salesperson.

The True Test of Selling

This is perhaps the most stressful and challenging part of the sales process. It's where the rubber meets the road. It is your ability to answer the questions that the prospect puts to you and overcome his natural reluctance to make a commitment that wraps up the sales process. It is also the part of the sales process that salespeople dislike the most and which customers find the most stressful.

Plan It in Advance

The end game of selling must be carefully thought through and planned in advance so that you are thoroughly prepared to bring the sales conversation to its natural conclusion at the earliest and most appropriate moment. Fortunately, this is a skill, like riding a bicycle or typing with a typewriter, and you can learn it through study and practice.

Handling Objections Comes First

Handling objections and closing the sale are two different parts of the sales process but they are so close together that this chapter will discuss them as a single function. Just as there are reasons why people buy a product, there are reasons why they don't. Often answering an objection or removing an obstacle is the critical element in making the sale. You can answer the objection and close the sale simultaneously.

Make It a Reason to Buy

Objections can be turned into reasons for buying. Just as there is a primary reason for buying a product, a hot button, there is a primary objection that stops the person from buying it. If you can emphasize the one and remove the other, the sale falls together naturally.

Smaller Products Versus Larger Products

In selling smaller products or services, where you can prospect and make a complete presentation in the first meeting, your approach to closing will be different from that required if you are selling a larger product in a multi-call sale that stretches over several weeks or months.

Ask For the Order

In the shorter, smaller sale, the prospect knows everything necessary to make a buying decision at the end of your presentation. Your aim should be to answer any lingering questions and then ask for the order. In the larger sale, you may have to meet with the prospect several times before the prospect is in a position to make a buying decision. You will have to be more patient and persistent.

Action Exercises

Here are two things you can do immediately to put these ideas into action.
First, prepare yourself in advance for the endgame of selling by anticipating anything the customer might offer as a reason for not buying. Be ready.
Second, look for the hot button, the reason the customer will buy, and press it. Meanwhile, find out his major reason for not buying and remove it.

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Select Your Company Carefully

Only the truly competent individual can be free of politics in an organization. When you're really good at what you do, you can rise above politics. It's the mediocrities at work who have to play games and every study shows that although they sometimes succeed in the short-term, they invariably fail when everyone figures them out.

Do What You Have To Do

Select your work carefully and if you don't love what you're doing enough to want to be the best at it, get out! Flee from the boring or unsatisfying job as you would from a burning building. Working at something you don't care about is the very best way to waste your life. Remember, this life is not a rehearsal for something else.

Look for Pay for Performance

One key to getting onto the fast-track is for you to work for the right company and the right boss. The right company is one that respects its people and practices pay for performance. The right company is dynamic, growing, open to new ideas, and full of opportunities for people with ambition and initiative.

How to Make Progress

A woman spoke to me at a seminar in Pearl Continental Hotel and reminded me that she had asked me a question about two years ago. She had told me that she was very ambitious and hard-working but that she wasn't making any progress in the large company where she worked. She felt it was because most of the senior executives were men in their fifties and sixties and that women had a hard time getting into positions of responsibility. What could she do?

Change Jobs When Necessary

I told her quite frankly that there was nothing she could do. The senior executives and the company were not going to change. If she was really as capable as she said, I told her to find a job with a young, growing company that wouldn't care whether she was a woman as long as she could do the job.

A Success Story

She told me that she had followed my advice, quit her job, much to the disapproval of her co-workers, and found a job with a small growing company. MashAllah she had been promoted twice in the last 14 months and was already earning 40% more than her best year with her previous company.

Action Exercises

Here are two things you can do to assure that you are in the right position.
First, make sure that you really enjoy your work and that you do it well. You will never be successful at a job that you don't like.

Second, be sure that there are lots of opportunities for you to grow, develop and advance in your company. Your future is too valuable to waste where there is no future.

Parkinson's Law

Why People Succeed or Fail

Parkinson's Law is one of the best known and the most important laws of money and wealth accumulation. It was developed by English writer C. Northcote Parkinson many years ago and it explains why most people retire poor.

The Way the Law Works

This law says that, no matter how much money people earn, they tend to spend the entire amount and a little bit more besides. Their expenses rise in lockstep with their earnings. Many people are earning today several times what they were earning at their first jobs. But somehow, they seem to need every single penny to maintain their current lifestyles. No matter how much they make, there never seems to be enough.

The Key to Financial Success

The first corollary of Parkinson's Law says: "Financial independence comes from violating Parkinson's Law."

Parkinson's Law explains the trap that most people fall into. This is the reason for debt, money worries and financial frustration. It is only when you develop sufficient willpower to resist the powerful urge to spend everything you make that you begin to accumulate money and move ahead of the crowd.

Slow Down Your Spending

The second corollary of Parkinson's Law is: "If you allow your expenses to increase at a slower rate than your earnings, and you save or invest the difference, you will become financially independent in your working lifetime."
This is the key. I call it the "wedge." If you can drive a wedge between your increasing earnings and the increasing costs of your lifestyle, and then save and invest the difference, you can continue to improve your lifestyle as you make more money. By consciously violating Parkinson's Law, you will eventually become financially independent.

Action Exercises

Here are two things you can do to apply this law immediately:

First, imagine that your financial life is like a failing company that you have taken over. Institute an immediate financial freeze. Halt all non-essential expenses. Draw up a budget of your fixed, unavoidable costs per month and resolve to limit your expenditures temporarily to these amounts.

Carefully examine every expense. Question it as though you were analyzing someone else's expenses. Look for ways to economize or cut back. Aim for a minimum of a 10 percent reduction in your living costs over the next three months.

Second, resolve to save and invest 50 percent of any increase you receive in your earnings from any source. Learn to live on the rest. This still leaves you the other 50 percent to do with as you desire. Do this for the rest of your career.

Seven Simple Steps to Small Business Success

Many businesspeople achieve their greatest successes in unexpected areas. They begin a business and then they find that it isn't as profitable as they had anticipated, so they change direction, using their experience and their momentum, and strike paydirt in something else. The most important thing is to begin. To take action. To move forward one step at a time, learning and growing as you go. There is enough information available in virtually every field for you to become knowledgeable enough to achieve success. But action is necessary.

The Two Parts of Success

Success author Orison Swett Marden once wrote, the first part of success is get-to-it-ivness. The second part is stick-to-it-iveness. Every business beginning requires an act of faith and courage, a bold leap into the unknown. Only one in ten people who want to start their own businesses ever develop enough courage to begin and enough persistence to continue. Get-to-it-iveness. And stick-to-it-iveness. The fear of failure, more than anything else, holds people back. It paralyzes action. And it makes failure inevitable.

Begin With a Dream

Fortunately, even if you know nothing about business, you can begin with a dream, a castle in the air, and then build a foundation under it.

Seven Simple Steps

The starting point of many great fortunes has been these seven simple steps. Number one, set a goal and back it with a burning desire. Number two, begin accumulating capital with a regular savings program. Nothing else is possible without this. You cannot move forward until you start a savings program.

Use Your Current Job As A Springboard

Number three, use your current job as a springboard to later success. Learn while you earn. Take the long view. Number four, experiment in business on a limited scale so you can learn the key abilities necessary for success. Number five, search for problems, needs unmet, products or services you can supply of good quality at reasonable prices.

Read Everything You Can Find

Number six, read everything you can find on your chosen field. Remain flexible. Be willing to change your mind if you get different information. And number seven, implement your plans with courage and persistence. Have complete faith in your ability to succeed and never, never give up.

Action Exercises

Now, here are two actions you can take immediately to start moving toward entrepreneurial success:

First, set a goal, make a plan and then launch your plan. Get started. Do something. Begin on a small scale with limited risk and investment but get going!

Second, resolve that, no matter what happens, you will never, never give up until you are successful. Before you accomplish anything worthwhile, you will have to pass the persistence test. And the test will come far sooner than you imagine.

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Slice and Dice the Task

Why You Procrastinate

A major reason for procrastinating on big, important tasks is that they appear so large and formidable when you first approach them. One technique that you can use to cut a big task down to size is the "Salami slice" method of getting work done. With this method, you lay out the task in detail and then resolve to do just one slice of the job for the time being, like eating a roll of salami, one slice at a time. Or like eating one piece of a frog at a time.

Do One Small Part to Start

Psychologically, you will find it easier to do a single, small piece of a large project than to start on the whole job. Often, once you have started and completed a single part of the job, you will feel like doing just one more "slice." Soon, you will find yourself working through the job one part at a time, and before you know it, the job will be completed.

Just Get Started

Once you start working, you develop a sense of forward momentum and a feeling of accomplishment. You become energized and excited. You feel yourself internally motivated and propelled to keep going until the task is complete.

Action Exercises

Now, here are two actions you can take immediately to put these ideas into action.

First, select one big important task and lay it out in front of you.
Second, select one part of the task and do it immediately.

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