52 Weeks of Sales Success E-Book

Ralph R. Roberts

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Sprache: Englisch
• Veröffentlichungsjahr: 2008

Seitenzahl: 321

Beschreibung

52 Weeks of Sales Success, 2nd edition is based on Roberts' series of popular weekly sales seminars originally offered to his staff. Ralph now delivers the same energy and sales-generating wisdom and closing tools to everyone who is committed to achieving his or her full potential. In this second edition, Ralph has expanded and updated the material to address issues important to today's salespeople and reveals his field-proven strategies for selling in the 21st Century: * Stop thinking like an employee and start thinking like an entrepreneur * Surround yourself with positive people * Develop systems and procedures * Hire an assistant, so you can concentrate on clients * Know your product, yourself, and your client * Under-promise, over-deliver * Turn problems into opportunities

Leseprobe

Table of Contents

Title Page

Copyright Page

Preface

Acknowledgements

WEEK 1 - START NOW

DO THE HARDEST THING FIRST

TELL EVERYONE YOU KNOW WHAT YOU DO

REMAIN POSITIVE

WORK FOR TODAY, TOMORROW, AND YOUR FUTURE

STICK TO IT

WEEK 2 - STAY PUT

WEEK 3 - CULTIVATE AN ENTREPRENEURIAL MINDSET

PROCURE TOOLS AND RESOURCES

MARKET YOURSELF

HIRE EMPLOYEES (ASSISTANTS)

BUILD A SALES TEAM

WEEK 4 - PROJECT A POSITIVE ATTITUDE

SURROUND YOURSELF WITH POSITIVE PEOPLE

SEEK OUT POSITIVE IDEAS

BANISH NEGATIVITY AND SELF-DEFEATISM

MASTER THE ART OF POSITIVE TALK

WEEK 5 - SET GOALS

ASSOCIATE WITH FELLOW GOAL SETTERS

SET A GOAL

SET A DEADLINE

BREAK DOWN YOUR GOAL INTO MILESTONES

WEEK 6 - DEVISE A PLAN

ESSENTIAL ELEMENTS OF A BUSINESS PLAN

BUSINESS DESCRIPTION

MARKET FOCUS

SITUATION ANALYSIS

VISION STATEMENT

REVENUE PROJECTIONS

BUDGET

START-UP MONEY

WEEK 7 - DEVELOP SYSTEMS AND PROCEDURES

DOCUMENT YOUR JOB

IDENTIFY PROCEDURES

DELEGATE THE WORK

WEEK 8 - HIRE AN ASSISTANT

RECRUIT ASSISTANTS

SCREEN THE CANDIDATES

VISUAL OR VIRTUAL?

RETAIN YOUR BEST ASSISTANTS

WEEK 9 - PRIORITIZE

STEPHEN’S NOT-SO-SECRET SECRET

REDISCOVER YOUR A-B-Cs

DAY JOB, NIGHT JOB

WEEK 10 - KNOW YOUR PRODUCT

USE YOUR PRODUCT OR SERVICE . . . IF POSSIBLE

RECRUIT REFERRALS

WEEK 11 - KNOW YOUR CLIENTS

WHO’S REALLY YOUR CLIENT?

USE WHAT YOU SELL

PARTICIPATE IN CONSUMER COMMUNITIES

CONSULT WITH OTHER DEPARTMENTS

LEARN YOUR CUSTOMER’S BUSINESS

GATHER FEEDBACK FROM CLIENTS

WEEK 12 - RECOGNIZE THE DIFFERENCE BETWEEN CUSTOMERS AND CLIENTS

BE A SALESPERSON, NOT AN ORDER TAKER

CUSTOMER SERVICE IS KEY

BECOME A PROBLEM SOLVER

WEEK 13 - UNDER-PROMISE, OVER-DELIVER

ASK!

UNCOVER SOFT EXPECTATIONS

FOLLOW UP

THINK TOTAL SERVICE

WEEK 14 - LEVERAGE THE POWER OF YOUR DISABILITIES

IDENTIFY YOUR ABILITIES AND DISABILITIES

IDENTIFY THE POSITIVE IN YOUR DISABILITIES

WEEK 15 - TURN PROBLEMS INTO OPPORTUNITIES

LOOK FOR TROUBLE

BECOME A PROBLEM SOLVER

LOOK FOR PROBLEMS IN YOUR OWN BUSINESS, TOO

WEEK 16 - BRAND YOURSELF: YOU, INC.

NAILING DOWN MY BRAND

ASSEMBLE A MARKETING PACKET

WEEK 17 - ENGAGE IN SHAMELESS SELF-PROMOTION

FOCUS ON SELF-PROMOTION

MAKE IT A PRIORITY

START ON THE INTERNET

DISTRIBUTE REGULAR PRESS RELEASES

DRAW FREE PUBLICITY AND POSITIVE PRESS

INVEST IN PAID ADVERTISING

WEEK 18 - SEE BUSINESS WHERE IT ISN’T

IDENTIFY UNSERVED AND UNDERSERVED MARKETS

TRAIN YOUR MIND TO SPOT OPPORTUNITIES

BUILD BUSINESS SYNERGIES

WEEK 19 - BRAINSTORM PROBLEM SOLVING WITH YOUR STAFF

ASK FOR HELP

DON’T GET HUNG UP ON HIERARCHY

FOSTER A PROBLEM-SOLVING ATMOSPHERE

THINK ENDS, NOT MEANS

WEEK 20 - FOCUS ON YOUR CLIENTS’ SUCCESS

YOUR SUCCESS IS MY SUCCESS

SUCCESS BREEDS SUCCESS

YOUR MISSION STATEMENT

WEEK 21 - WRITE NOTES TO YOUR CLIENTS

WEEK 22 - LAUNCH YOUR WEEKLY HOUR OF POWER—100 CALLS IN 60 MINUTES

HARVESTING PEARLS CALLED REFERRALS

NO SELLING!

NO INTERRUPTIONS!

KEEP A TALLY SHEET

WEEK 23 - MASTER THE 10-10-20 TECHNIQUE

THE TECHNIQUE

ANOTHER WAY TO NETWORK

ADJUST THE TECHNIQUE

WEEK 24 - HONE YOUR NETWORKING SKILLS

WEEK 25 - MARKET YOUR HOME-BASED BUSINESS

BARGAIN FOR AN ADVANTAGE

NICHE MARKETING

SEEK FEEDBACK CONSTANTLY

BE CONSISTENT

SET ASIDE TIME EVERY WEEK FOR MARKETING

WEEK 26 - MASTER A NEW TECHNOLOGY

WEEK 27 - EXPLORE MARKETING OPPORTUNITIES ON THE INTERNET

BUILD YOUR OWN WEB SITE

BUILD COMMUNITIES THROUGH BLOGGING

DRIVE TRAFFIC TO YOUR WEB SITES AND BLOGS

ADD A SIGNATURE FILE TO YOUR E-MAIL MESSAGES

WEEK 28 - REWARD YOURSELF

CREATE A REWARD COLLAGE

REWARD YOURSELF BEFORE A SALE

FINE-TUNE YOUR REWARD SYSTEM

WEEK 29 - FIND A BETTER PLACE TO MEET YOUR CLIENTS

CHOOSE A PLACE WITH THE RIGHT AMBIENCE

SET THE STAGE

NAVIGATE AN OFFICE MEETING

WEEK 30 - IMPROVE THE WAY YOU ASK AND ANSWER QUESTIONS

ASK QUESTIONS THAT REQUIRE SOME EXPLANATION FROM YOUR CLIENT

TRY TO ANSWER A QUESTION WITH A QUESTION OF YOUR OWN

BREAK DOWN BAD NEWS INTO TERMS THAT ARE EASIER TO ACCEPT

WEEK 31 - PERFECT YOUR TELE-SALES SKILLS

MAKE A LOT OF CALLS

NO SCRIPTS

THE “MIRRORING” TECHNIQUE

HAVE SOMETHING TO SAY WHEN YOU CALL

WEEK 32 - SHADOW A TOP-PRODUCING SALESPERSON

MY SALES MENTORS

IDENTIFY PROSPECTIVE MENTORS

HIRE A SALES COACH

WEEK 33 - TEAM UP WITH A PERSONAL PARTNER

CHOOSE A PARTNER

DEVELOP A PLAN

MEET WITH YOUR PARTNER

WEEK 34 - HOOK UP WITH A MENTOR

MENTORS IN THE FAMILY

MENTORS IN THE NEIGHBORHOOD

MENTORS IN YOUR OFFICE

WEEK 35 - JOT DOWN IDEAS FOR NEW OPPORTUNITIES

WEEK 36 - NURTURE RELATIONSHIPS

FORGET ABOUT THE MONEY

STOP HUNTING, START FARMING

GET CONNECTED

GATHER CONTACT INFORMATION

KEEP IN TOUCH

GIVE

WEEK 37 - LAUNCH YOUR OWN BLOG

BRUSH UP ON BLOG BASICS

TEST DRIVE A BLOG FOR FREE

CHOOSE A BLOG HOST AND PLATFORM

EARN HIGHER SEARCH ENGINE RANKINGS

WEEK 38 - TRY AN INTERNET LEAD GENERATION SERVICE

ASSESS THE BENEFITS OF LEAD GENERATION SERVICES

BE PREPARED

WEEK 39 - DATE YOUR LEADS . . . OR SOMEONE ELSE WILL

CREATE A SYSTEM

BE THE FIRST TO CALL

WORK ON YOUR FOLLOW-THROUGH

BE PERSISTENT

DATE YOUR CLIENTS, TOO

WEEK 40 - BUILD TRUST IN ONLINE COMMUNITIES

WHAT CONSTITUTES SOCIAL MEDIA?

TAP THE POWER OF SOCIAL MEDIA MARKETING

WEEK 41 - FIRE YOUR WORST CLIENTS

WHEN YOU CAN’T DELIVER

WHEN THE CUSTOMER IS TOO NEGATIVE

WHEN THE DEAL DOESN’T FIT YOUR BUSINESS PLAN

WEEK 42 - ATTEND A CONVENTION OR SEMINAR

I LEARNED THE HARD WAY

MY FIRST CONVENTION

ATTEND SEMINARS AND WORKSHOPS

NETWORK

WEEK 43 - HOST A SEMINAR OR WORKSHOP

IDENTIFY A NEED IN THE MARKETPLACE

CREATE YOUR WORKSHOP OR SEMINAR

PROMOTE YOUR WORKSHOP OR SEMINAR

WEEK 44 - MASTER THE PLATINUM RULE

WEEK 45 - EXPAND INTO MULTICULTURAL MARKETS

TEST YOUR CROSS-CULTURAL COMPETENCY

FOLLOW YOUR CUSTOMER’S LEAD

TAKE A COMPREHENSIVE APPROACH

WEEK 46 - AVOID OR RECOVER FROM A SALES SLUMP

AVOID NEGATIVE PEOPLE AND SITUATIONS

SET A START DATE

BE COMMITTED

MAKE MARKETING A REGULAR ACTIVITY

KEEP RECORDS

TALK TO YOUR MANAGER ABOUT YOUR SALES DECLINE

LEARN FROM PAST MISTAKES

GET YOUR FAMILY AND FRIENDS INVOLVED

LEARN TO COPE

WEEK 47 - BUILD YOUR OWN SALES TEAM

WHAT IS A SALES TEAM?

REALIZE THE BENEFITS OF THE TEAM-BASED APPROACH

ARE YOU TEAM-READY?

TAKE A LESSON FROM YOUR DENTIST

WEEK 48 - SHARPEN YOUR TEAM MANAGEMENT SKILLS

WEEK 49 - CLOSE A SALE THE RIGHT WAY: SIX FOLLOW-UP STEPS

1. SAVE IT!

2. WHEN YOU LOSE A SALE, FIND OUT WHY

3. STAY IN TOUCH WITH THEM

4. THANK THEM FOR THEIR TIME

5. ASK FOR A REFERRAL

6. MOVE ON

WEEK 50 - BECOME A LIFELONG LEARNER

WEEK 51 - JUST DO IT!

PLAN

DELEGATE

USE TECHNOLOGY TO LEVERAGE YOUR EFFORTS

KNOW WHEN TO TAKE A BREAK

WEEK 52 - FINAL THOUGHTS

About the Authors

Index

Copyright © 2009 by Ralph R. Roberts and Joe Kraynak. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

Published simultaneously in Canada.

No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, [phone], fax [phone], or on the web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, [phone], fax [phone], or online at http://www.wiley.com/go/permissions.

Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor author shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages.

For general information on our other products and services or for technical support, please contact our Customer Care Department within the United States at [phone], outside the United States at [phone] or fax [phone].

Wiley also publishes its books in a variety of electronic formats. Some content that appears in print may not be available in electronic books. For more information about Wiley products, visit our web site at www.wiley.com.

Library of Congress Cataloging-in-Publication Data:

eISBN : 978-0-470-47549-2

1. Selling. I. Kraynak, Joe. II. Title. HF5438.25.R583 2009 658.85—dc22 2008032164.

Preface

By most people’s standards, I am highly successful. What success means to me, however, encompasses much more than professional success. It conveys a sense of balance. After all, if you are successful in sales at the expense of your health, your relationships, or your soul, what have you really achieved?

In this book, I present 52 lessons that I gleaned from my 30-year career in sales. Most of these lessons encourage you and show you how to achieve not only what I consider sales success but also how to lead a successful life. By putting these lessons into practice, you will be able to sell more and earn more while spending less time and effort doing it. You will be able to focus on what you do best—selling and serving your customers—and outsource the rest to people who are better equipped to play a supporting role. You will have more time to pursue your dreams, spend quality time with your significant others, and contribute to your community. Your life will become more rewarding and fulfilling.