Kick Your Own Ass E-Book

Robert Johnson

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

Seitenzahl: 397

Veröffentlichungsjahr: 2010

Beschreibung

The Ultimate Sales Boot Camp According to research by the American Society American Society for Training & Development, more than 80% of salespeople fail to reach their objectives. With such a high percentage of salespeople missing their mark, something is obviously missing. Kick Your Own Ass empowers you to fill this gap by focusing on, not only your selling process and your skills development, but also your self-confidence, motivation, and your life and career. These three critical elements together are called the "Will, Skill, and Drill" of selling. In Kick Your Own Ass, you'll find out how to build them up with * Innovative ways to take responsibility for your success * A simple five-step process for goal-setting and attainment * A core-selling and communication methodology based on creating awareness and choice for the client, which results in happier customer relationships As the title suggests, Kick Your Own Ass isn't for those who like to take the easy way out, leave the job half-done, or otherwise slack off. So if you're ready to really take your selling to the next level, get this book and get kicking!

Leseprobe

Table of Contents

Title Page

Copyright Page

Acknowledgements

Foreword

Introduction

SECTION I - This is Harder Than It Looks

CHAPTER 1 - The Arc of Your Potential

An Uphill Run

In a Ditch

Pikes Peak Ascent Is the Way Up

Pain Is Inevitable; Serious Injury Is Likely

We Form a Plan

I Encounter Adversity

I Overcome Adversity

A Barren Moonscape

Nice Story, Dude

You Can Change Your Trajectory

CHAPTER 2 - Your Raise Becomes Effectie When You Do

Jump on the Roller Coaster

Hearing Voices

My Internal Voice Freaks Out

Your Raise Becomes Effective When You Do

The Big Idiot

Take a Leap

I Have Issues

Make a Commitment to Be Your Authentic Self

This Book Could Be for You

Caution for the Overconfident

Your Success Is Your Own Doing

CHAPTER 3 - The Will, Skill, and Drill of Selling More Than You Ever Thought Possible

Sales as a Career Choice

Kick Your Own Ass

To Struggle Is Normal

CHAPTER 4 - One Golf Lesson Doesn’t Make You a Golfer—Great Potential Requires ...

Golf Is a Lot Like Selling

Sales Training Alone Isn’t the Answer

Competition

The Big Kahuna

A Valuable Lesson

Bring Out the Boxing Gloves

Create Your Strategic Advantage

FBA

Stupid Questions Salespeople Ask

Compete to Beat “No Decision”

Measuring Training Effectiveness

What You Can Do

Chapter 4 Recap: One Golf Lesson Doesn’t Make You a Golfer—Great Potential ...

SECTION II - Engage Your Will

CHAPTER 5 - Debunking the “Sales Personality” Myth

Is There a “Sales Personality?”

Picture a “Salesperson”

Different Personalities for Different Sales Roles

Temperament versus Behavior

Personality Blueprinting

The Author’s Personality Blueprint

Rapport-Building Guidelines

Elements of a Successful Salesperson

Chapter 5 Recap: Debunking the “Sales Personality” Myth

CHAPTER 6 - The Will Killers

The Ultimate Will Killer: Core Issue, Manifestation, and Resulting Behavior

Opposing Forces: The Greater Force Wins

Manifestation: The Rubber Meets the Road

Unresolved Psychological Issues

How We Respond to Stress, Anxiety, and Conflict

Choose Your Path

Chapter 6 Recap: The Will Killers

CHAPTER 7 - Fire Yourself Up Five Simple Steps to Engage Your Will

Running in the Wrong Groove

Metal Memory

The Importance of a Mentor

The Potential Process—A Big Change from a Small Shift in Decision Making

Come Out Swinging

Chapter 7 Recap: Fire Yourself Up: Five Simple Steps to Engage Your Will

SECTION III - Essential Skills

CHAPTER 8 - The Logic and Emotion of Selling

Selling Is a Skill

The H&R Shuffle

You Are Terrible Parents!

The Logic versus Emotion Continuum

Sales Disaster: Logic and Emotion Gone Berserk While Attempting to Build Rapport

The Worst Recorded Moment in Sales History

Chapter 8 Recap: The Logic and Emotion of Selling

CHAPTER 9 - Create Your Own Unique Super Successful Sales Process

Cooking Is a Little Like Selling

Cooking Strategies of Different Personality Types

Process . . . What Process?

Why Have a Sales Process?

Section 1: The Customer Process

Section 2: The Sales Process (Create Your Sales Book)

Sections 3 and 4: Sales Actions and Tools

CHAPTER 10 - Build Your Own Ocean of Opportunities

What’s Up with This?

Step 1: Define Your Perfect Prospect

Step 2: Create Your Prospect Universe

Step 3: Create Your Outreach Strategy

Step 4: Create Your Outreach Plan

Step 5: Do One Thing Today

CHAPTER 11 - Develop Your Trust and Positive I ntent

The Haggler Gene

Cheap Plastic Surgery?

Referred Trust

But How Does This Work?

Make and Keep Commitments

The Dog Ate My Commitment

CHAPTER 12 - Learn the Subtleties of Power Listening

Fun with Miscommunication

Components of Communication

The Four Levels of Communication and Your Sales Process Map

Why Do We Struggle to Listen?

Developing Your Conversational Construct

Chapter 12 Recap: Learn the Subtleties of Power Listening

CHAPTER 13 - Gather the Facts and Develop a Value Proposition

What Is a Value Proposition?

Rob’s First Law of Value

Rob’s Second Law of Value

When to Create the Value Proposition: The Needs Analysis and Summary Findings Phase

The Four Levels of Dialogue

Summary of Findings

The Perfect Needs Analysis

Chapter 13 Recap: Gather the Facts and Develop a Value Proposition

CHAPTER 14 - Engineer a Decision Helping Your Customers Buy

Engineer a Decision—Prospects Close Themselves

The Mechanics and Process of Engineering a Decision

Presentation Road Map

Mom’s New Heater

The Top Ten Power Closes of All Time!

Chapter 14 Recap: Engineer a Decision: Helping Your Customers Buy

CHAPTER 15 - Don’t Screw Up Handling Questions, Concerns, and Objections

Handling Questions

Concerns

Objections

The No-Brainer

The Real Deal

The Stallinator

Managing through a Stalled Sale

SECTION IV - The Drill Succeed Every Day

CHAPTER 16 - Create Your Super Simple Sales Success Plan

The KYOA Super Simple Sales Plan

Looking Forward: Setting Your Sales Goal

Let’s Review

Chapter 16 Recap: Create Your Super Simple Sales Success Plan

CHAPTER 17 - Come Out Swinging Execute Your Sales Plan Every Day

Did I Miss the Memo?

Hell or High Water Commitments

Chapter 17 Recap: Come Out Swinging: Execute Your Sales Plan Every Day

CHAPTER 18 - Intensity, Velocity, and Mentorship Spin Up the Arc of Your Potential

Engage Your Will

Hone Your Skills

The Daily Drill

Become a Mentor

Results or Excuses

ABOUT THE AUTHOR

INDEX

Copyright © 2010 by Helping Salespeople Succeed, LLC. All rights reserved.

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

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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.

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Library of Congress Cataloging-in-Publication Data:

Johnson, Robert E., 1962-

Kick your own ass : the will, skill, and drill of selling more than you ever thought possible /

Robert E. Johnson.

p. cm.

Includes index.

ISBN 978-0-470-59884-9 (cloth)

1. Selling. I. Title.

HF5438.25.J6538 2010

658.85—dc22 2009054221

ACKNOWLEDGMENTS

Everything I know about selling I learned from someone else. My friend Ed Kless often quotes Charles Murray’s book Human Accomplishment , which states that only 4,002 people ever had original ideas, and everyone else is simply borrowing. I don’t have any idea if this is true, but the subject matter discussed in this book certainly meets the “borrowing” criteria. Over my 25-year career in sales, I have read hundreds of books, attended classes, and worked with some of the best and brightest trainers and practitioners in the business. I have learned something of value from every one. To those unnamed and unrecognized who have helped to shape my understanding and beliefs around the concepts of what it takes to succeed in sales, I offer my profound thanks and deepest gratitude. My career to date has been a blast, and I feel truly lucky to have the chance to work in a career where I get paid to help people change the arc of their potential, and improve the quality of their lives.

When referring to specific content in the book, I have attempted when possible to recognize the author or creator. If I have failed to provide adequate recognition, it is through my own ignorance, and no attempt to take credit for what is not of my own making. In particular, I have benefited greatly from the works of Zig Ziglar and Mahan Khalsa. If you haven’t yet read their works, I encourage you to do so. As you read this text, it will be impossible to miss the influence of these two very gifted writers, thought leaders and sales practitioners.

For years, my dream of writing a book lived only in my thoughts as I ran along University Boulevard in Jacksonville, Florida. It wasn’t until others badgered me into believing that I could and should pursue writing one that it actually grew out of the “impossible dream” phase and into the “I could actually do this” phase. However, bringing the dream of writing a book to the reality of writing a book is a long and interesting journey, and one that isn’t traveled alone. In other words, I had a ton of help.

To my friend and running buddy Steve Shaull, for not cutting me an inch of slack. Ever.

To Bob Sandelands, the best salesperson I know, for kicking my ass into committing to a date to complete a book in 2009—which set the laws of expectation and attraction in motion, and without which, the book simply would never have happened.

To my particular friend Tom Hume, a marketing genius, for sending me Sophfronia Scott’s book, Business by the Book, which actually led me to work with her to create an outline and a plan for getting published.

To Sophfronia Scott, author of Business by the Book and president of The Done For You Writing & Publishing Company, for helping to develop the concept that would become Kick Your Own Ass, her encouragement and assistance in pursuing a publishing agreement with John Wiley & Sons, Inc. Hiring a coach was a giant step forward, and she is terrific.

To my professional colleague Ron Baker, thought leader and author of numerous books on the subject of value pricing, for his willingness to create an introduction on my behalf.

To Sage, my employer and a great company with which to work, for providing me the opportunity to focus my greatest strengths for the most good, and for their support of this effort.

By the way, if you, or someone you know, are in the market to radically improve your business performance, look us up at www.sagenorthamerica.com. We have accounting and CRM solutions for nearly every business—even yours. (Hey, I can’t resist plugging my company. I’m in sales. It’s what we do.)

To Tom Miller, for his remarkable ability to listen without judging, his even-keeled approach to problem solving, and his commitment to helping our partners succeed. Also, for his love of good food in out-of-the-way locations.

To Ed Kless, who continuously challenges my thinking and prods me into achieving better results.

To Taylor Macdonald, for his friendship and his insight in seeing something in me that I didn’t know existed, and encouraging me to pursue it.

A very special thanks to Dr. Phillip R. Yates, Ph.D. for his tremendous contribution to the project, specifically the content in Chapter 6, “The Will Killers.” His insight, wisdom, and knowledge of the core issues that prevent us from changing our life’s trajectory were instrumental. Furthermore, his practical experience and the skills and processes that he utilizes to help his clients change the arc of their potential, thus improving the quality of their lives, provided the groundwork for creating the model for change discussed in the book. His open willingness to work, share, and brainstorm how to help salespeople overcome their core issues was simply invaluable.

To Bob Kreisberg, president of OPUS Productivity, for his contributions to Chapter 5, “Debunking the ‘Sales Personality’ Myth,” and for providing a free personality profile to the readers of this book.

To Professional DynaMetric Programs®, Inc. for the use of their proprietary content in Chapter 5, and for working collectively with OPUS Productivity to provide our readers a free personality profile.

A special thanks to my close friend Greg Kirshe, president of United Solutions, for his steadfast friendship over many years and for his willingness to read early drafts of the book, providing thoughtful feedback while not laughing too hard.

To the thousands of students I have had the privilege of training over the years. Thanks for sharing your successes as a result of attending our programs.

To Richard Narramore, my editor at John Wiley & Sons, Inc., for taking on the project. To Christine Moore, Lydia Dimitriadis, Peter Knox, and Lauren Freestone, for their help in making the book terrific.

To you. Thanks for buying this book. I hope that in it you will find answers to your questions on how to improve your career in sales, and that it will become part of your process of changing the arc of your potential.

To our children: Jana, Hilary, Seth, Chelsea, and Riley. Thanks for the joy you have brought into our lives.

To my mother, Mary Early Johnson, a beautiful and tender soul—artist, librarian, collector of stuff, and superb pie maker—for not killing me when I was a child and likely deserved it. And for her blind faith that her children are capable of achieving anything they choose to pursue.

Finally, I thank my best friend and wife Anita Pryor, whom I love and admire. And, without whom, my life would still be a complete mess. She not only implanted the belief that I could and should write a book, she thoughtfully and carefully edited my writing, and helped shape the thoughts and concepts into a coherent structure, which included the use of complete sentences. A beautiful person, a terrific wife and mother, and a brilliant and successful lawyer—she is an inspiration to me.

FOREWORD

In September of 1970, and recently graduated from the University of Maryland, I had the good fortune of becoming a sales representativeof for the Federal Systems division of Sperry Univac, selling mainframe computers to the federal government in Washington, D.C. I did not know it at the time, but this was the beginning of my 40-year career in selling it at the time, but this was the beginning of my 40-year career in selling and providing automated technology solutions to customers.

Over the course of that career, I have been exposed to arguably the best sales training available in the world. In addition to Sperry, my career had stops at Xerox and as an independent computer value-added reseller (VAR) authorized for Apple, IBM, and Compaq. The professional solution sales training I received from Xerox and IBM are still recognized as global “bestof-breed” training, to say nothing of the training from Apple and Compaq.

In the summer of 1976, I took a huge leap of faith and started my own business, which was a computer service bureau providing automated services to regional CPA firms. It was here that I somehow got connected with the software that made accounting actually happen on computers. From that moment, my life took a strange and wonderful turn. If you weren’t around the market in the late 1970s or early 1980s, let me say this: It was different then. In 1977, I set up my first payroll processing business, and in the process became one of Apple Computer’s first actual independent resellers in Cumberland, Maryland. Before long, I had a thriving business, full of the challenges of managing payroll, employees, and taking care of customers. The one thing that absolutely came out of left field was how hard selling was even though I had had extensive professional sales training.

As my business grew, the demands for acquiring new customers grew along with it. This exposed the inherent difficulties of actually being a salesperson. In my mind, I wasn’t a very good salesperson even though I had had all of that training. I was a business owner. Then it hit me: Selling is what drives business, and I needed to spend more time selling and be better at it. In addition, I needed to train my sales staff to be more effective. That need to improve sales performance exposed me to many sales training books, training programs, and methodologies. Most, while very good at teaching the basics of selling prospecting, objection handling, and closing—didn’t actually help improve our performance. The reason, at the time, was difficult to diagnose. I believed we had ‘bad salespeople,’ who weren’t cut out for sales. Then I realized, salespeople had to feel good about their product and knowledge, and they had to feel good about what they were selling. They needed a way to overcome their fear and self-doubt, and, they needed a plan. In short, sales training didn’t work for us for the same reason it probably hasn’t worked for you; it only addresses part of the problem. Simply put, most salespeople and small business owners struggle to sell. Most put off the parts they dislike or are afraid of. The result is they never seem to have the time to sell. For many salespeople and small businesses, it is a failure to reach their true potential.

After several years, I sold my business, eventually landing at Great Plains Software and then Microsoft, and for nearly 20 years, I helped small businesses do one thing: Improve their sales performance. The challenges I faced in running my business were the exact same challenges the thousands of companies I’ve worked with faced. Recently, I left Microsoft and joined Sage, and this is where I became acquainted with Rob Johnson, the author of this book. In fact, he is part of my leadership team.

Rob’s role at Sage, as head of Channel Programs, is to create and deliver programs for our more than 3,000 partner organizations to improve their business performance. A former sales professional himself, Rob understands the sales process, and the challenges small businesses face. He truly understands what it takes to succeed. He has helped thousands of our salespeople and our Sage business partners improve their performance. He can help you improve your performance as well. I know it. I’ve seen it.

The promise of this book is that you can sell more than you thought possible, that selling isn’t only for a certain personality type, and that anyone who truly wishes to improve their performance can with honesty and hard work. And Rob delivers on his promise. The foundation of his sales methodology is developing trust-based relationships and the skill of listening. Salespeople who adopt this methodology become very excited about what they do, because their goal is to help their customers become more successful. To them, selling isn’t something you do to a prospect; it’s what you do for a prospect. This no-nonsense approach is based on the golden rule. And it works. I know it can work for you, too.

I truly hope you enjoy this book, and that Rob’s messages in the book will be a catalyst in changing the trajectory of your performance.

—Tom Miller

INTRODUCTION

Welcome to Kick Your Own Ass: The Will, Skill, and Drill of Selling More Than You Thought Possible. You are about to embark on a journey. As such, it is helpful to have an idea of where you are headed, and the general route of travel. The intent here is to provide you a brief overview of the journey.

Perhaps a word about the title of the book, Kick Your Own Ass, would be appropriate. It is my strongly held belief that each of us is responsible for our success and happiness—as we define it. Too many of us spend our lives blaming others for our misfortune and lost potential. What a shame! The sooner you take responsibility for your success, the quicker you will change the arc of your potential, and achieve more than you ever thought possible. As we brainstormed possible titles, once we landed on Kick Your Own Ass, we simply couldn’t think of another title that accurately communicated the intent of the book. We knew the risk that some could be offended by the use of the word “ass.” If you are offended, please accept my apology. Further, please accept my preemptive umbrella apology for all the instances of the word “ass” you are about to read in the following text. I got on a roll.