Sales Crumbs from the Master's Table

Author Commentary with Brandon

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Chapter 19 Commentary

Key Lessons

Ready and steady yourself before the sales call.

Be early and do an activity that will relax you. Listen to music that puts you in the right "state," read affirmations or read industry articles about others success. Chill for a few minutes. Once the sales call has begun remember the three R's - Relax, Relate, and then Release. Don't be in a hurry to jump in and engage "Selling by Telling"...the conversation will eventually turn!

You have "two ears and one mouth." Use them proportionately!

Remember that as human beings we love to talk about our lives and the things we enjoy. Yes, some even enjoy talking about their problems (have you ever seen Jerry Springer?). Real "relating" is not a one way street. You do also have to share elements of your life. Certainly, this is not the time to use your prospect as a counselor and go into a therapy session. Rather, it becomes a genuine exchange governed by the purpose of the call; they have not forgotten why you are there!

Release it!

The transition into the Release phase might be met with an objection or two, but work through them patiently until you hear the "cue" to expand on your product. Objections at the transition actually help strengthen the impact of your solutions. Personal stories and others testimonials are powerful ways to convey the effectiveness of your solution. The more direct experience you have with your product, the more of these stories you will amass. Until then, you can use third party stories. Resist the urge to exaggerate or make up stories. Honestly relay how your service or product truly changes people's lives all the while reinforcing your mission statement.