A Master Class in Closing Sales

A Master Class in Closing Sales
Learn Step-by-Step how improve your sales

closure rate by up to 50%
www.SalesVision.com.au
By Shawn Collins
This is the abridged ebook version of the soon to be released book A Master Class in
Closing Sales
2014 ViSteps Pty Ltd. All rights reserved.
www.SalesVision.com.au is a business wholly owned and operated by ViSteps Pty Ltd.
Table of Contents
Introduction 3
Part 1: Critical Components to setup a Master Close 5
Business Value Proposition (BVP) 5
Probing Questions 6
Questioning Depth 7
Persuasion 10
o Hopes 10
o Anxieties 11
The Personal Plan using Visualizations 13
Overcoming Objections Step-by-Step 16
o Know your competitors products backwards 16
o Know the best and worst case scenarios for each point of
comparison 16
o Use best and worst case Scenario visualisations to overcome
objections 17
Part 2: Sales Style - What Works 18
Script or no Script 18
Natural business conversation 19
Avoid clichs and hyperbole they dont work and youll lose credibility 19
Confidence and Certainty 20
Reputation 21
Regain Attention with difficult questions 21
Mesmerise with repetition - Close like the President 22
Voice Pace and Tone 24
Part 3: The Master Close Step-by-Step 25
Bring it to a Logical Conclusion - Paying is merely a formality 25
Closing Conversation Structure Flowchart 26
Closing Conversation example 26
Leave it alone 28
Conclusion 28
2
Introduction
For about one year I had been selling education products, on the surface I was doing well,
ranked in the top 10% of the sales reps in the company. The sales manager was happy with
me, I mean after one year to be in the top few was actually a really good
achievement. But I wasnt satisfied; the reason was that there was another guy that
earned double what I earned! Yes, the top salesperson consistently sold about 50% more
than me, and his commission was nearly double mine.
In my previous sales role I was the top gun. I had to find out how this guy did it. Sure he had
been there longer and had more prospects in his database, but his closure rate for
new leads was almost unbelievable. How could this person be so much better than
everyone else?
I was on a mission, I spoke to the sales manager and arranged to move desks; I was now
sitting next to the top gun.
My master class in sales had begun. Everyday, whenever he spoke I would try to write
every single word down that he said. I then arranged to get voice recordings of his
conversations; I studied them over and over, noting every pause, uptick and downtick in his
voice. After about 6 weeks of studying him, I had a series of eureka moments. I had
discovered what I believed was his secret ingredients. It was like I was in the Matrix,
looking at it all in slow motion.
I went about documenting how he did it. Within a few more months I was the no.2 sales rep
and climbing. It took me about 6 more months and I finally caught up to him.
I still wasnt satisfied, my next step was to go about reading every sales training book I
could find to see if somebody had already done all the hard work and documented all of
this. The conclusion I came to was that the vast majority of these books while giving some
useful tips, were too conceptual, too general or gimmicky, only a small percentage of them
actually showed specifically and methodically how to be get extraordinary results, but even
then there were unexplained gaps in the sales cycle, specifically the art of closing the sale, the
way that I had learnt myself.
That was about 12 years ago, since then Ive worked as a Business Development Manager,
Sales Manager and Sales Trainer in a variety of industries. Ive worked with some of the best
sales reps in the world, sales reps that I would consider to be in the top 1% of
performers of their industries.
Now I have a new mission, to document step-by-step how to get an extraordinarily high
sales closure rate. I want to empower sales people with the right technique and structures so
that they too can see their sales climb. I want to provide a structure which can be
adopted and adapted to each persons individual style, and to each industry.
This book is the result of that mission.
Every concept that I talk about in the following chapters I will also follow up with specific
real world examples with sample dialogue. Again, the goal of this book is to provide a step-
by-step guide.
Where appropriate a conversation structure will be included. Its not about memorizing
scripts or secret words; its about knowing the right conversation structure to use, at the
right time.
This book is for those who already have some sales experience; it is not meant for
beginners or people who have no sales experience. If you have never worked in sales
before by all means read this book, but really you should first read a sales for beginners
book, to get a proper understanding of the full sales cycle.
This guide has a laser focus on improving the sales closure rate for existing sales reps.
So are you ready to improve your sales closure rate by up to 50%? If yes, read on.
Some people have asked me, am I uncomfortable saying that I can
increase someones sales by up to 50%; that seems a lot.
3
Let me tell you a story, before answering that question.
About 11 years ago I was playing tennis, I served the ball and I felt a sharp pain in my
shoulder. The next day, I couldnt move my shoulder at all with out extreme pain. I went
though the medical system, and finally a shoulder specialist told me that I had a rotator
cuff tear and I could elect to have surgery to try and fix it, he said it had about a 50%
success rate, and that I would need time off work and that my shoulder would be in a cast.
He said the other option was to get physio and eventually the pain would subside. But in
either case, my shoulder would never be the same and to forget about ever playing tennis
again. I got physio and eventually the pain did go away. Apart from the pain it was hard to
accept that I wouldnt play tennis again, a game I had played all my life and loved.
Skip ahead 6 years. Im working as a business development manager selling outsourcing
solutions to companies in Australia and the USA. A friend asks me to play Badminton; I
politely said that I have a busted shoulder and thanks but no thanks.
That night I was thinking about a book I had read the year before The brain that changes
itself by Norman Doidge M.D. Basically its a book about neuroplasticity. How the brain
faced with changes will adapt and form new neural connections, when they are forced to,
effectively forming new neural patterns and connections allowing you to do things you
couldnt do before. There is one remarkable case study of a stroke patient who was
learning to speak again. To sum it up Neuroplasticity will permanently alter the way you
see your brain and human potential. There are several good books on the subject now you
should read up on.
The next day I said yes lets play, but I would play with my left hand (Im naturally right
handed). I wanted to test my brain and see how I could develop my coordination in the
hope that I could play competitive tennis again but left handed.
The idea was to first develop some coordination playing badminton (build the neural
connections in my brain that deals with coordination in my left hand), I also had to build
muscle strength in my left wrist and hand.
The first match I felt ridicules, I just had no coordination with my left hand at all, I could
barely hit the shuttlecock. I had to keep apologising to my friend, the result was no
surprise, I lost 3-0 without me winning one point.
But my friend had a lot of patience (and apparently no one else to play with). We played
once a week for 1 year. This is what happened. After about 6 weeks I could regularly get 1 or
2 points in a game.
After about 4 months I could get up to 5 or 6 in a game. At this stage I had still had never
won a game. After about 9 months of play I finally cracked him. I beat him 3 games to 2.
After that we were about equal.
Next step tennis, with a much heavier racquet and much more pressure with ball on
racquet. I wanted to relearn how to play with my left hand. I started tennis lessons with a
professional coach, with all the coordination I now had though badminton and with the extra
weight training I had done, I was now ready to hit my first tennis ball in about 7 years. The
rest is history; I can now play with my left hand to a high enough standard to win plenty of
games. I think the moral of this story is obvious.
From my first game of badminton to now, I didnt improve 50%; I improved about 500% (or
even 5000%).
In sales, the amount to which you can improve depends on the answer to the following
two questions.
What skill level do you currently have?
Will you focus on improvement by methodically analysing every aspect of your
sales method?
4
If you are already at the top of your game, the top of your sales team, you are probably doing
many of the things in this book and as a consequence you may only see a small
improvement in your sales, but still a small increase in your sales closure rate may equate to
thousands of dollars in sales commission.
If you read this book and you realise you can improve a lot, then 50% improvement in
sales could easily happen within a 6 month period, if you work methodically and
thoughtfully to improve.
The bottom line is that by continually trying to refine and improve your sales method, you will
see extraordinarily results.
So are you ready to improve your sales closure rate by up to 50%? If yes, read on.
Part 1: Critical Components to setup a Master Close
Business Value Proposition (BVP)
When you first call any prospect, you have to know what your business value proposition is
to get their attention. It has to be specific and it has to relate directly to the prospects
situation.
The format of a BVP is:
We specialise in Plus the BVP as shown below
Direction + Business Priority + Amount
Examples:
Decreasing Customer churn by 8%
Increasing the average sale value by 24%
Saving the average household $780 a year on their energy bill
Decreasing the average delivery time by 3 days
Examples of the Direction element
Increase
Decrease
Strengthen
Cut
Reduce
Improve
Grow
Save
Eliminate
Minimize
Maximise
Examples of the Business Priority element
Delivery time
Completion time
Lead conversion rate
Average sale value
Market share
Customer retention
Customer satisfaction rate
Churn rate
The Amount Element should by a number or a percentage
5
You should have a few different BVPs depending on the industry and the specific issues
that a prospect faces.
For example, if you are selling Freight handling solutions to manufacturers. You might
know through a competitors press release that a company has lost a contract due to late
deliveries. You might say:
We specialise in reducing the average delivery time of freight by 2.6 days
If you read company press releases and you know that a prospect is looking to expand
their distribution to other parts of the country. You might say:
We specialise in expanding the national delivery footprint of manufacturers within 3
weeks.
If you have researched the prospects business and you open with stating that your
specialisation is the very same issue that they are currently facing, well, thats dynamite.
Probing Questions
Probing questions during the qualification stage are crucial; the answers you will receive will
form the basis of the rest of your communications with the prospect.
Dont just rattle off question after question, the prospect will start to get uncomfortable
and close up; you have to make it like a normal conversation. You will be directing the
conversation in order to find out what the prospects ultimate goals are.
You are trying to uncover what the prospect really wants. What is the core of their need, what
are their hopes, dreams and fears? Many times your product is something they need along
the way in order to meet some other ultimate goal.
You should try to find the ultimate goal; you have to understand the full journey that the
prospect is on.
The deeper your questions go, the better you will understand the prospect.
Have a look at the example below; it is a sales call with someone interested in buying a
project management certification course:
Sales Rep: So, why are you interested in doing a Project management certification
course?
Prospect: Ive been working as a Project Manager with an Engineering company for 2
years, but I just want to get some official certification behind me.
Sales Rep: 2 years thats along time, do you like it there?
Prospect: No, not really, there is no career progression, and my manager is not
interested in helping me with my career.
Sales Rep: Oh ok, I understand. So, what do you want with your next job.
Prospect: I want to work at a higher level with a more reputable company. Most of
the guys I went to university with are doing really well, and I think I am falling
behind.
Sales Rep: What are your old Uni friends doing now?
Prospect: Well, I just spoke to one hes earning 180k and running a whole division of
the Acme Company.
6
Sales Rep: How much do you want to earn for your next job?
Prospect: Well, Im on 80K at the moment, and Im looking to buy a place so I
need to earn over $100k for my next job.
Sales Rep: Youre buying a place, nice. So, youre just renting now.
Prospect: Yeah renting with my girlfriend.
Sales Rep: So, she is sick of renting and wants to get a place?
Prospect: Thats the plan, yeah.
Sales Rep: Yeah, I rented for 5 years, twice the owner sold and we were kicked
out, it was so annoying.
Prospect: Yeah well, our landlord just put the rent up $30 and he wont fix the
windows that leak when it rains.
Sales Rep: You should make a complaint about him.
Prospect: I was going to but I dont want to have bad relations with him, I dont
want to get kicked out again.
So what have we learnt from this series of questions.
Hes not happy with his job
His manager does not support him
He wants to work at a higher level, with a more reputable company.
He thinks he is falling behind
His old uni friends earn more money than him
One friend earns $180k; he earns $80K but needs to earn $100k
He wants to buy a home with his girlfriend.
His rent is going up $30 per week and his windows leak when it rains.
He is scared of getting kicked out of his rental place
The above points will be used over and over again, in all conversations with this prospect
from now on. It will also form the central part of the conversation when you go to close
the sale (this will be discussed in depth in Part 3: The Master Close Step-by-Step)
These points should be saved in your CRM for future reference. Before you talk to this
prospect again, you should read your notes.
Questioning Depth
The questioning depth to which the sales person goes should be determined by the
complexity of the product, for example:
Selling Cable Internet may need 5 levels
Selling a round the world package holiday for a family of 8 may need 20 levels
Selling a new HR management system to a multinational company may need 50
levels
With our previous example; I think 5 levels of detail are sufficient, as shown below:
20% of sales reps go this deep
Level 1
Hes not happy with his job
His manager does not support him
30% of sales reps go this deep
Level 2
7
He wants to work at a higher level, with a more reputable company. He
thinks he is falling behind
40% of Sales Reps go this deep
Level 3
His old uni friends earn more money than him
One friend earns $180k; he earns $80K but needs to earn $100k
Level 4
He wants to buy a home with his girlfriend.
His rent is going up $30 per week and his windows leak when it rains.
Level 5
He is scared of getting kicked out of his rental place
Lets take a step-by-step look at exactly how the sales person drills down with their
questions, and directs the conversation.
course?
Is a top level question; why are they interested in the product?
Sales Rep: 2 years thats along time, do you like it there?
The sales rep knows that he has to find out something that the prospect is
not happy with, so knowing that he is working, its common to ask if they
like it.
Prospect: No, not really, there is no career progression, and my manager is not
interested in helping me with my career.
Sales Rep: Oh ok, I understand. So, what do you want with your next job.
Prospect is not happy, so logically they are looking for something else.
behind.
Now we are getting some good information. He is comparing himself to his
university friends. The rep knows that when people start comparing
themselves, they are showing what they value in themselves and others.
Sales Rep: What are your old University friends doing now?
the Acme Company.
Its generally not polite to ask how much someone earns, but it is
completely fine to ask how much they want to earn. The Sales Rep is also
going to use the amount to establish need later on.
8
Bingo, you now have some really good personal information about the
prospect. The conversation is then led into renting, its generally
understood that it is better to own than to rent a place. So the rep is trying to
establish more needs.
The sales rep is really leading the conversation to where he wants it to go;
also making use of a popular narrative in the media - renting horror
stories.
The sales rep now uses a personal anecdote to elicit more details from the
prospect.
Established good rapport, and really getting to rock bottom.
You notice how this sounds like a normal conversation. The reason it does is because it is.
The more you can make a sales conversation sound like a normal conversation the better.
It should be a normal conversation between two people who have just met or who have
only spoken a few times. The only difference is that you are directing it the way you want, not
leaving the conversation direction to chance.
Here is another example of different focus points in the conversation.
course?
Sales Rep: Engineering, so you studied Engineering at University?
Prospect: No, I was a Business Major. I just fell into this job, because well, its all I
could get at the time.
Sales Rep: Oh ok, I understand. So, what would your ideal job be?
behind.
Sales Rep: You are falling behind, what do you mean?
the Acme Company.
9
Persuasion
Hopes
Knowing the hopes of your prospect is critical in the sales process. It doesnt matter what
youre selling there are always hopes; Hope for a favourable outcome. If you say that your
prospects dont have hopes in relation to your product, then I suggest you have a look at
changing career paths. Once I nearly choked on my coffee when a sales manager told me he
didnt think his customers had hopes in relation to his product.
The hopes and dreams we have sustain us; they give us something to work towards, to
struggle for, and to struggle against. They light up our minds when we are feeling down.
He who has a why to live for can bear almost any how.
Friedrich Nietzsche
In the Nazi concentration camps, one could have witnessed that those who knew
that there was a task waiting for them to fulfil were most apt to survive.
Viktor Frankl, Mans search for meaning
Frankls book Mans search for meaning is one of the great works written on the search
for meaning through hope and purpose, I highly recommend that you read it, if you
havent already.
At our foundation, our hopes are intertwined with the meaning we find in our lives. It
doesnt matter if you sell something which is not perceived to be life changing; it is about
connecting your product with the short term and long term hopes and dreams of the
prospect.
Examples of hopes for different products below:
Solar Panels for the roof
Save money on electricity bills, to then buy my daughter a violin
Have less reliance on power companies, I think they are monopolistic and
have been gauging consumers for years.
Help the environment, and set a good example for my daughter
10
HR Software System
To unify the HR and the Talent management aspects of our database
To use one platform to manage all staff, allowing for massive insights into
individual effectiveness and productivity
Use the software rollout as a case study in the book Im writing called HR
Excellence - How to find and keep gifted people.
Management Training
Earn more money to pay my mortgage off
Get a new job with more respect in a multinational company
Travel and see the world through work.
Cable Internet
Use it to stay in touch with family that live in other cities
Get extra tutorials for my daughter who is studying French in high school, I
want her to be fluent in French it was always my dream
Learn how to do a blog. I want to start my own based on my experiences
of working at the local hospital emergency ward
Cloud based Mobile software development tool
I want to make cool games that my friends can play
I have an idea for a game that will make me the next Bill Gates
I love gaming so if I could do it for a living than that would be awesome
Weed Killer
My garden has the potential to be the best on the street
I just spent 4 months landscaping my new garden and I want to keep it
looking like it is now.
I love grass. Especially the Santa Ana variety, my goal is to have it cover
most of my property, I just love to walk on it
I could go on and on. Please put your thinking caps on. If you want to get extraordinary
results, you have to know the hopes of your prospects, the more specific the better.
You should get together with some of your colleagues, and write a list of all the hopes that you
have heard from your customers. On any product you could write 10, on some
products you could write 50 or more. The key is that you should already be familiar with the
common ones, and direct probing questions to discover them.
This is the key; you have to already know the complete spectrum of hopes in relation to your
product. Then in the qualification stage, you must listen carefully to the prospect responses,
ready to direct the conversation into different areas, and when you spot some hopes, you
drill down to really get to the bottom of what is driving them.
Anxieties
The opposite of hopes are anxieties, which is feeling or showing worry, nervousness, or
unease about something with an uncertain outcome.
We see the inducement of anxiety for the purposes of persuasion everywhere around us;
you just have to scratch the surface.
How would you go about persuading a nation and its allies to start a pre-emptive war?
11
Well, you do what every political strategist already knows. You try to find the worst
possible scenario that will induce anxiety and then keep repeating it over and over until
people feel it in their bones.
"We don't want the smoking gun to be a mushroom cloud." --
Condoleezza Rice, Sept. 8, 2002
"Facing clear evidence of peril, we cannot wait for the final proof--the smoking
gun--that could come in the form of a mushroom cloud."
--George W. Bush, Oct. 7, 2002
"We know he has been absolutely devoted to trying to acquire nuclear weapons,
and we believe he has, in fact, reconstituted nuclear weapons."
--Dick Cheney, March 16, 2003
So, lets be clear about the above quotes. They are saying if we dont go to war now, then we
all risk dying in a nuclear attack. Thats a strong worst case scenario, although the probability
of it actually happening was wildly inaccurate.
Anxiety is part of the human condition, nothing will ever change that. We become anxious
when we think things wont happen the way we want them.
What about religion, you would need to induce some series anxiety.
How do you convince people to actually change what they believe and then follow you?
Whoever believes in him shall not perish but have eternal life.
Jesus
Again I tell you, it is easier for a camel to go through the eye of a needle than for a
rich man to enter the kingdom of heaven.
Jesus
"Rather, be afraid of the One who can destroy both soul and body in hell."
Matthew 10:28
The last quote states it all pretty clearly.
Jesus could quite possibly be the greatest persuader who ever lived. He had a message, he
sold it, and 2000 years later its still going strong.
Ok, back to our smaller worlds.
Prospect anxieties are normally the opposite of their hopes
Hopes Anxieties
Solar Panels for the roof
Save money on electricity bills
Have less reliance on power companies, I
think they are monopolistic and have been
gauging consumers for years
Help the environment, and set a good
example for my daughter
Waste money on electricity bills
Be totally reliant on power companies, I
think they are monopolistic and have been
gauging consumers for years
Damage my local environment, and not set a
good example for my daughter
HR Software System
To unify the HR and the Talent management
aspects of our database
To use one platform to manage all staff,
allowing for massive insights into individual
effectiveness and productivity
Use the software rollout as a case study in
the book Im writing called HR Excellence -
Have the HR and Talent management
aspects of our database separate
Without one integrated platform to manage
all staff, very difficult to have deep insights
into individual effectiveness and productivity
An unsuccessful software rollout will damage
the credibility of the book Im writing called
12
How to find and keep gifted people. HR Excellence - How to find and keep
gifted people.
Management Training
Earn more money to pay my mortgage off Never pay off the mortgage
Get a new job with more respect in a Be stuck in current job, with no respect or
multinational company opportunities
Travel and see the world through work Be stuck here
Cable Internet
Use it to stay in touch with family that live
in other cities
Get extra tutorials for my daughter who is
studying French in high school, I want her to
be fluent in French it was always my dream
Learn how to do a blog. I want to start my
own based on my experiences of working at
the local hospital emergency ward
Lose contact with family
My daughter never learns French because
we didnt get cable internet
Never have the opportunity to share my
experiences working at the hospital
emergency ward
Cloud based Mobile software
development tool
I want to make cool games that my friends
can play
I have an idea for a game that will make me
the next Bill Gates
I love gaming so if I could do it for a living
than that would be awesome
To not make cool games, and share them
with my friends
Someone develops my idea before me, and
I miss the opportunity to make money out
of it
Get stuck in a job I hate, when I had the
opportunity to do something I love
Weed Killer
My garden has the potential to be the best
on the street
I just spent 4 months landscaping my new
garden and I want to keep it looking like it is
now.
I love grass. Especially the Santa Ana
variety, my goal is to have it cover most of
my property, I just love to walk on it
My garden is a mess, I would be completely
embarrassed if anyone saw it
I just spent 4 months landscaping my new
garden and weeds destroy it
I love grass. Especially the Santa Ana
variety, I would die if weeds started
springing up everywhere
The Personal Plan using Visualizations
By now you would know the Hopes and the Anxieties of the prospect. These will form the
basis of all other communications with them. Each phone call, each visit, there will be
reminders. Every time you repeat them, they are visceral reminders, they set off emotions
which the prospect themselves cant articulate or even be aware of. It is creating an
incredible bond between you and the prospect. When it comes time to close the sale, its
dynamite.
These Hopes and Anxieties should now be used to craft two short powerful visualisations.
Visualisations that take place in the future.
Visualisations are used in several other disciplines, namely professional sports coaching,
psychology and anything to do with high performance or changing ingrained attitudes.
Visualization has also been called guided imagery, mental rehearsal, and a variety of other
things. Generally speaking, visualization is the process of creating a mental image or
intention of what you want to happen or feel.
One famous study from the Cleveland Clinic Foundation in Ohio compared people who
actually went to the gym for weight training against people who just visualised about going
13
to the Gym and lifting weights. The study found that those who actually went to the gym
increased muscle mass by 30% and the group that only visualised weight training gained
13.5%! Yes, visualising about an activity has a physical affect on the brain and body.
Professional athletes have been using visualisations for decades. Tiger Woods has been
doing it since he was a teenager. He uses highly detailed images and step-by-step run-
throughs of his entire performance, engaging all his senses in a mental rehearsal. Jack
Nicklaus once said I never hit a shot, not even in practice, without having a very sharp infocus
picture of it in my head.
These visualisations can include any of the senses. They can be visual (images and
pictures), kinesthetic (how the body feels), or auditory (the sound of a jet plane). For
example through visualization, an athlete can call up these images over and over,
enhancing the skill through repetition or rehearsal, similar to physical practice.
As a sales rep, you must craft visualisations for your prospect (No, this is not from the film
Inception), then you skilfully use them at the right moment. This will resonate and prepare
the prospects mind and when the time comes to close the sale, they will be ready to buy.
With your sales visualizations its about placing the prospect in the future situation where you
already know they want to be. In the case of the Anxiety scenario it is about
describing a future situation when they are living their anxiety.
Its about painting a picture of the future that feels real, where they could almost touch it. By
describing a scenario with the words that they have already told you, you can create a
compelling argument for action.
The key is to be methodical; methodically use the visualisations at the right moment,
normally every time you speak to the prospect. After every conversation the prospect will
come away from it thinking wow that guy really understands me. Their excitement level will
be lifted every time you talk. The visualisations you create will hopefully live and
repeat in their minds over and over until next time you talk, when they may say
something like you know, I was thinking about what you said. This is a sure sign that you
have chosen the right visualisation.
Now we have to create a Best and Worst case scenario visualisation. This will plug into any
conversation structure you want to use, as shown below.
Here is an example dialogue using the previous scenario at the end of a qualification
conversation.
Best Case Scenario visualisation:
Sales Rep:
In 1 year from now,
I want you to be in a new Project Management job, a job where you can thrive.
I want you to be proud of the company you work for, proud to talk to your old university
friends
I want you to take the next step in buying your home and to never have to worry about
landlords or flooded floors again. Is that what you want?
Prospect:
Oh, yeah thats exactly what I want.
Sales Rep:
Ok, so, Ill send that proposal over to you this afternoon. Please have a read of it tonight.
Then tomorrow Ill call you at around 11am and well go over the details, ok?
Prospect:
Ok, No problem talk to you then.
Sales Rep:
Ok bye.
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Worst Case Scenario visualisation
The worst case scenario visualisation is normally used later in the sales cycle, when the
prospect is trying to put off buying by making unrealistic excuses. Basically it is used when
they dont take action on a milestone that you have set, in the below example the prospect has
not read the proposal by the agreed upon time. This will be looked at in more detail in the
Overcoming Objections section.
Prospect:
Um, no, I didnt read what you sent me I was watching Game of Thrones last night and I
never got a chance.
Sales Rep:
Oh ok, so you decided your going to stay at your current job?
Prospect:
Oh, no, Im going to get another job.
Sales Rep:
Ok, yeah, well have a read of the information tonight, the only reason why I rang is
because I remember what you told me yesterday about your current situation.
And I dont want you to be in a situation 1 or 2 years from now and I call you and youre
still in the same job, still have the same manager and still have a flooded house every time it
rains.
Do you know what I mean?
Prospect: oh, yeah.
Sales Rep: ok, so have a read of the proposal tonight and well talk tomorrow.
Prospect: ok talk to you then.
Best Case Scenario conversation structure
In (insert time frame) I want you to be in a situation where
Create a narrative including the most important Hopes
Is that what you want?
Worst Case Scenario conversation structure
In (insert time frame) I dont want you to be in a situation where
Create a narrative including the Anxiety
Do you know what I mean?
When should you use the Best and Worst case scenario visualisations?
Every conversation you have starting from the qualification conversation should finish with the
Best case scenario visualisation.
Any time the prospect doesnt complete an important agreed upon milestone, like reading a
proposal, use the Worst case scenario visualisation.
In the closing meeting or phone call, you could use either, both or neither. It depends on
how the conversation goes. The final part of this book looks at the closing conversation in-
depth.
15
Overcoming Objections Step-by-Step
Know your competitors products backwards
A pre-requisite to properly overcoming a prospects objection is to know your competitors
products backwards.
You need to know all the key points of comparison for each of their products; then you
have to know how each of these product points compares to yours.
You should focus not only on the product itself but the whole ecosystem within which the
product operates.
A simple example is below for a Project management Training Course
Points of comparison Alpha School Delta School
Price $4000 $4500
Teacher Experience Rated 7/10 Rated 8/10
School Reputation Rated 9/10 Rated 7/10
After hours course support Email support 7 days/week, Phone support 6 days/week
9am to 11pm Mon-Sat 9am to 9pm
After course completion Email support for 12 months
support after completion
Library access Extensive 15,000 books
Access 7am to 6pm - 7 days
Exam pass successes 84%
Chance to network They have an end of course
professional networking
dinner
Job help No job help
Phone support for 3 months
after completion
Moderate 4,000 books
Access 7am to 11pm - Mon
to Sun
92%
They have no networking
events
Help prepare resume and
make at least 2
introductions to recruitment
agencies
We will use this above comparison table in our examples to follow.
Also, in my experience the more complex the sale, meaning the more points of comparison
(over 20), the easier it is too overcome objections. So, if you are ever looking at a new sales
job, dont be afraid if the product or industry looks too complicated; by really
studying the points of comparison, you will be able to excel in the role.
Know the Best and Worst case scenarios for each point of comparison
Before talking to the prospect you should already know what the best and worst case
scenarios are for each product comparison point. Have a look at the following table.
Points of Best Case Scenario
comparison
Price Save money
Teacher Experience Have an expert teacher and
Mentor
School Reputation The school name opens doors
for you in the job market
After hours course The teachers are available for
support you when you need them
After course Get long term mentors into
completion support the future
Library access Have access to all the facilities
when you need them
Exam pass success You pass your exam with a
Worst Case Scenario
Waste money
Have a an inexperienced teacher
Has a bad reputation and could
affect your job prospects
You dont get the support you need
when you need it
Be on your own with no support
Not have access to all the facilities
when you need them
You fail the exam and you waste
16
high mark
Change to network Meet all the other alumni and
make professional connections
for life
Job Help The College introduces you to
an employer and you get a job
your time and money
Meet only a few people and miss
the change to make professional
connections
No Job help and you spend months
and months looking for work.
In the qualification stage of the sales cycle, you need to determine what is important to the
prospect in relation to the points of comparison.
Examples of what may or may not be important for these two prospects; have a look at
what the prospects said:
Points of Mark Jones
comparison
Price Price is not an issue
Teacher As long as they are patient and can
Experience explain complex issues with ease
School Im not worried about that
reputation
After hours I need after hours course support, as I
course support work at odd times, and may be
studying at night
After course I will need after course support, as my
completion company is funding this course
support specifically so that I can run a major
company project. Ill need all the
support I can get.
Library access I dont care about library access; Ill go
to the scheduled classes and then study
from home.
Exam pass Yes its somewhat important
success
Chance to Yeah that would be nice
network
Job Help Not relevant
Bill Jobs
Im not working at the
moment so I need to save
money
As long as they are qualified
I think its important for
getting job interviews
I have free time, so I dont
really need after hours
support
Yeah that would be nice
Yeah its very noise where I
live and I need somewhere
quite with all the recourses
to study properly.
I have to pass this exam
Im new to this city so I
really need to network and
make as many professional
contacts as possible.
Yes, as much as possible. If I
dont get a job in the next 12
months, I really dont know
what I will do
In the qualification stage you have to discover this through your questioning. To overcome an
objection effectively this understanding is a pre-requisite.
Use Best and Worst case scenario visualisations to overcome objections
Now you have to craft a best and worst case scenario visualisation for each point. This will be
used in the conversation to overcome competitor comparison questions.
Using the previous example, look at the following price objection.
Price Objection
Sales Rep from Delta College:
How did you go with the proposal I sent over?
17
Bill Jobs:
Yeah it was good but I decided to go with the Alpha school, its $500 cheaper and you
know I want to save as much money as I can.
Yes, it is $500 cheaper but they dont help you get a job. I thought that is what you
wanted.
Bill Jobs:
Um, yes it is but I also have to save money.
Yes, I understand you want to save money. But the end result for you is that you must get
a job.
You know that as part of our package, we help optimize your resume then introduce you to two
of the best recruiters in the city. On average our graduates get a job within 9 weeks, with the
Alpha school there is no job help at all, who knows how long it would take you to even get an
interview, do you see what I mean?
Bill Jobs:
Yes, I know what you mean.
You see the fear I have for you is that, I could call you in 12 months from now and you are still
looking for a job. Imagine youve paid all that money for your course, youve studied hard, did
what you have to do, but in the end youre still out of work.
So, this is the plan with us, you study hard, you finish the course and get certified, then
we help optimize your resume, then you go to see the recruiters that we organize for you.
Does that sound like what you want?
Bill Jobs:
Yes sounds good.
Part 2: Sales Style - What Works
Script or no Script
Many sales managers ask me if their sales reps should be using a script or not. This
question applies mainly to telephone only sales.
In my experience, when a sales rep is just starting out or really doesnt know what they
are doing, it is better for them to use at least some scripts for parts of their conversations. But
this can only take them so far. Eventually they will need to master all the information in the
script, master all the product knowledge. When they have done this they should
then just follow a pre-determined conversation structure.
Unless you are a top actor, scripts sound fake, and the customer will intuitively know this.
Unless, you can craft a truly natural sounding script, then I would stay away from them.
Also, scripts are really only for the beginning of conversations. If you feel more confident
reading from a script the very first time you speak to a prospect then that is ok. Just make
sure you practice it over and over, and make sure it sounds natural.
Your voice intonation is critical. Imagine Robert Di Nero or Meryl Streep delivering your
lines. You have to make the words come alive; you have to make them believable.
So this is what I recommend.
18
If you are just starting out in sales and your sales manager wants you to use a script, you
should take the script and memorise it. Then practice with a friend or family member over and
over until you master it. Basically if you have ever had acting training, it is exactly the same.
You are learning your lines. But saying the words is not enough; you have to make it
believable, you have to make it come alive.
Scripts are good for the being of a conversation or to give answers to standard product
questions. Nothing else can be scripted, and certainly closing a sale cant be scripted. This is
why real sales can never be automated. (On the other hand customer service jobs can and
are being automated)
I havent used any scripts in 15 years. But I still have a conversation structure at the back of
my mind when Im in a long sales conversation. Thats over the phone or face to face. I am
always directing the conversation.
Natural Business Conversation
The more you can make a conversation with a prospect natural sounding the better. There is
nothing that will turn off a person more than if they feel you are trying to sell to them.
They clearly will know you are a sales person, but that doesnt mean you have to act like a
stereotypical one.
The goal is to have a business conversation. It should be friendly, interesting and
informative.
I say business conversation, because it cant quite be the same as talking to a friend.
Steer clear of controversial topics religion and politics (unless you already know where
they stand on those issues).
You should be a trusted advisor, a person they can rely on to tell them the way it is.
Avoid clichs and hyperbole they dont work and youll lose
credibility
Dont use sales clichs. They make you sound sleazy and people just turn off when you use
them.
There are still many sales books (generally books written pre 1990s) that push these
clichs, dont use them, they dont work and make you look ridicules.
There are some cases where TV advertising campaigns use these clichs, but almost
always it is in an ironic or self-mocking format. For a TV marketing campaign it may be ok; it is
not for sales people to follow this example.
Sales clich examples:
But wait! Theres more!
Once in a life time
Never to be repeated
These are crossing over to the clich category:
One-stop shop
Industry leader
Breakthrough
Groundbreaking
State-of-the-art
Cost-effective
Next-generation
Disruptive
Cutting-edge
Mission-critical
Leading-edge
19
Turnkey
Best-of-breed
Outside the box
Game changer
Customer-centric
Break through the clutter
Always be on the look out for clichs. Whenever you feel yourself cringing at what you or
someone else is saying, it means those words have now crossed over to clich; time to start
being creative again.
Clich Questions
What keeps you up at night?
What question havent I asked?
Is price your only objection?
Effective questioning is all in the framing. What I have found highly effective is framing it
with a current issue the company is facing, the more controversial the better. For
example:
Given yesterdays article in the Wall Street Journal about your HR issues in Japan, how do you
intend on further expanding into China with out facing the same problems?
Is much better than: How do you intend on expanding into China?
I read the Federal government is about to reduce the subsidies on Solar Energy, how will
this affect your budget for your IT integration?
Is much better than: What is your budget for the IT integration?
How do you think the ruling in your Supreme Court case will affect your expansion plans? Is
much better than: What are your expansion plans?
I saw your CEO on the late news last night; Hes very passionate about your new acne
drug. How are you planning the logistics for the anticipated demand spike?
Is much better than: Are you planning a review of your logistics?
The key is specificity; the more specific you are with the prospects situation the more they will
listen and the more the questions and conversation will resonate with them.
Confidence and Certainty
Sounding confident is paramount. Notice I said sounding confident, not only confident.
When you are just starting out in sales or have just started a new sales job, quite often you
are not confident at all; actually you might be the exact opposite.
I can remember in a job interview for a fairly high level sales job, the sales manager told
me my sales target was $100,000 per month, and asked if that will be a problem for me.
My answer of course was Yes, No problem. The reality was that I was thinking Thats
seems a lot for this product, but if other people can do it, there is no reason why I cant.
All sales people at some stage lack confidence, or lose some confidence. The key is to not
show this to the outside world. To a prospect never show a lack of confidence, or doubt
yourself publicly. People can loose faith in you instantly.
Im not implying that you should never say you dont know something. I say it quite often, but
its how you say it that matters.
20
People love to buy from confident people. I can think of many times, I have wanted to buy
something and the salesperson seemed really unsure of them self; this made me very
nervous about them, their company and their product.
Below is a conversation I had while trying to buy a plane ticket.
Me: I can change this flight with no extra fees right?
Sales person: Um, yeah I think so.
Me: You think so or you dont know?
Sales person: Um well, I am reading through the terms and conditions and I cant see
anything about it.
Me: Um, ok, let me think about it, Ill talk to you later.
In this situation the salesperson clearly didnt know the answer to my question. Instead of
hesitating and seeming confused they shouldve just put me on hold and got a definitive
answer off their manager. They would have then given me the definitive answer and I
would have purchased my ticket there and then.
Reputation
You must always protect your reputation. You do this by always telling the truth. If
you start to get a bad name, eventually no one will trust you and you will be
unemployable in sales.
Losing your reputation doesnt happen over night, it is usually over a longer period of time,
where you have not been telling the truth. Basically if you lie to someone they wont buy from
you again, and no one they know will buy from you. Eventually if you lie to enough people, no
one will want to deal with you at all. Unfortunately Ive seen sales people look at short term
gains while ignoring their longer term careers.
Telling the truth makes you feel good, and above all else it is the ethical and right thing to
do, if you have to lie about your product than you should find another company to work
for.
Quite often I am in situations where clients ask me things that I know we cant deliver. I never
exaggerate; I know that it is kryptonite for our company and long term future. And the
amazing thing is that, many times, the client will come back to me days or weeks later and
buy from us. Telling the truth is great for sales!
Regain Attention with difficult questions
As discussed earlier having an in-depth knowledge of your own product, your competitors
product and your industry in general is a pre-requisite for sales success.
On top of that; if you feel your prospect isnt paying full attention to you, its always good to
ask them something that you think they dont know.
You only need 2 or 3 of these questions ready. When the client is not paying attention or is
generally not engaged in the conversation, asking them shocks them into a defensive
response.
So, have your 2 or 3 questions memorised, concentrate on some obscure study or some
obscure fact that could really affect their decision.
They will respond to your difficult question with something like:
21
Um, well, no I didnt know that
Or they will ask a question.
What do you mean?
So, how will that affect me?
In most cases they will re-engage with you, and you can drill down with your questioning.
Some examples in different industries are below:
So, how will you deal with Microsofts certification exam expiry policy?
So, whats your plan for the Google Chrome Version 35.0.1916m upgrade?
Mesmerise with repetition - Close like the President
The way you structure your sentences has an incredible impact on your message. Sales
people can take many of the techniques of good oratory and incorporate them into their
day-to-day sales conversations. There have been mountains of books written on effective
speaking and speech writing, I suggest you do as much reading as possible on the subject, it
will only help you.
This book is all about practical steps sales people can take to improve, so here well look at
some of the most relevant techniques for sales people. One book that stood out for me
was Say it like Obama and Win by Shel Leanne. It focuses on his speeches leading up to
his win in the 2008 presidential election. His extraordinary speeches with a strong call to
action were instrumental in his election win. He simply couldnt have won the election
without them.
Yes, used in the right circumstances and with the right artfulness sales people too can
resonate and connect with prospects like a political pro. The first technique I have used for
years is repetition.
At this stage, you should use YouTube to listen to and watch these speeches, a book can
only describe the feeling; you need to watch these speeches to fully appreciate them.
One of the most famous speeches of all time was by Martin Luther King, Jr. in 1963. Have
a read of part of this speech and see how he nicely uses I have a dream. His speech was
so powerful that it galvanised support for the cause and was a catalyst for change. The
phrase I have a dream basically is now owned by him and still to this day guides minority
groups to action.
I have a dream that one day this nation will rise up and live out the true meaning
of its creed: "We hold these truths to be self-evident, that all men are created
equal."
I have a dream that one day on the red hills of Georgia, the sons of former
slaves and the sons of former slave owners will be able to sit down together at the
table of brotherhood.
I have a dream that one day even the state of Mississippi, a state sweltering with the
heat of injustice, sweltering with the heat of oppression, will be transformed into an
oasis of freedom and justice.
I have a dream that my four little children will one day live in a nation where
they will not be judged by the color of their skin but by the content of their
character.
I have a dream today!
I have a dream that one day, down in Alabama, with its vicious racists, with its
governor having his lips dripping with the words of "interposition" and
22
"nullification" -- one day right there in Alabama little black boys and black girls will
be able to join hands with little white boys and white girls as sisters and brothers.
I have a dream today!
I have a dream that one day every valley shall be exalted, and every hill and
mountain shall be made low, the rough places will be made plain, and the crooked
places will be made straight; "and the glory of the Lord shall be revealed and all flesh
shall see it together."
Do you want to know how to create urgency in a sale? First see how the President does it at
the Jefferson-Jackson Dinner 2007. He combines the use of repetition with the worst case
scenario visualisation perfectly.
I am running in this race because of what Dr. King called "the fierce urgency of
now." Because I believe that there's such a thing as being too late. And that hour is
almost upon us.
I don't want to wake up four years from now and find out that millions of
Americans still lack health care because we couldn't take on the insurance
industry.
I don't want to see that the oceans have risen a few more inches. The planet has
reached a point of no return because we couldn't find a way to stop buying oil from
dictators.
I don't want to see more American lives put at risk because no one had the
judgment or the courage to stand up against a misguided war before we sent our
troops into fight.
I don't want to see homeless veterans on the streets. I don't want to send
another generation of American children to failing schools.
I don't want that future for my daughters.
I don't want that future for your sons.
I do not want that future for America.
Below is a sample of repetition and a best case scenario visualisation, from his
announcement in 2007 that he would run for President. It also is a good example of
setting up the working together theme.
Let's be the generation that ends poverty in America. Every single person willing to
work should be able to get job training that leads to a job, and earn a living
wage that can pay the bills, and afford child care so their kids have a safe place to go
when they work. Let's do this.
Let's be the generation that finally tackles our health care crisis. We can control
costs by focusing on prevention, by providing better treatment to the chronically ill,
and using technology to cut the bureaucracy. Let's be the generation that says right
here, right now, that we will have universal health care in America by the end of the
next president's first term.
Let's be the generation that finally frees America from the tyranny of oil. We can
harness home-grown, alternative fuels like ethanol and spur the production of
more fuel-efficient cars. We can set up a system for capping greenhouse gases.
We can turn this crisis of global warming into a moment of opportunity for
innovation, and job creation, and an incentive for businesses that will serve as a
model for the world. Let's be the generation that makes future generations proud
of what we did here.
23
Most of all, let's be the generation that never forgets what happened on that
September day and confront the terrorists with everything we've got. Politics
doesn't have to divide us on this anymore - we can work together to keep our
country safe. I've worked with Republican Senator Dick Lugar to pass a law that
will secure and destroy some of the world's deadliest, unguarded weapons. We can
work together to track terrorists down with a stronger military, we can tighten the
net around their finances, and we can improve our intelligence capabilities. But let
us also understand that ultimate victory against our enemies will come only by
rebuilding our alliances and exporting those ideals that bring hope and opportunity
to millions around the globe.
Most top sales reps Ive worked with use some form of repetition with worst and best case
scenario visualisations. Used correctly they get prospects hyper about you and your
product. The prospect wouldnt even be able to verbalise why they like you so much, but
you will resonate with them, youll stick in their mind and youll be at the top of their
buying list. If you can master the above, well, you could even be the President.
Voice Pace and Tone
Being able to modulate your voice to fit the moment is an incredibly valuable skill. To slow
down and enunciate important points or to quicken at the appropriate time is a skill people
work their whole careers at perfecting.
Changing the intonation of the voice also can give more meaning to what you are saying. Its
one of the first things you will learn in acting school.
Leaving out and but or for nor this helps quicken the tone and helps bring the
point to a crescendo.
Some examples below,
But in a larger sense, we cannot dedicate, we cannot consecrate, we cannot hallow
this ground
Abraham Lincoln, Gettysburg Address
you believe we can be one people, reaching for whats possible, building that
more perfect union.
Obama 2008
Obama is also adept at using pregnant pauses to focus the attention even more on an
important point, making them more memorable.
Three Times the power
Obama effectively emphases his sentences with three points, as shown below:
I know how hard it is, it comes with little sleep, little pay and a lot of sacrifice
Obama Iowa caucus speech 2008
It will take your time, your energy and your advice to push us forward when
youre doing right and to let us know when were not
Obama 2007
And above all, I will ask you to join in the work of remaking this nation the only
way it's been done in America for 221 years - block by block, brick by brick,
calloused hand by calloused hand.
Obama, Victory Speech 2008
For a really good example of Obama putting all the techniques together, check on Youtube for
his Iowa Caucus Victory Speech.
24
Whole libraries have been written on how Obama won the 2008 Presidential election. But
with all we know, it still amazes me that a young man, with little experience, could
overcome the titans of Washington to pull off one of the most remarkable political victories in
modern history.
Many people will disagree, but I firmly believe that his gift of oratory was his major
advantage in his election win.
Part 3: The Master Close Step-by-Step
Bring it to a Logical Conclusion - Paying is merely a formality
If you have done everything that we have discussed in the previous steps then in many
cases closing the sale should be a mere formality. Meaning, the final conversation could
look something like the following.
Sales Rep: How did you go with the information/contract/proposal?
Prospect: Yes, no problem lets do it/Ive already signed it and sent it back to
you/yes just send me the invoice
Many times Ive put so much effort and thought into all the conversations leading into the
close that the prospect is ready to buy or they in fact contact me ready to go.
25
Closing Conversation Structure Flowchart
When closing a sale the conversation structure you should use is in the following closing
conversation flowchart.
How did you
go with the
Information?
Answer
questions
Worst Case
and/or Best Overcome
Case Personal
the
Plan
Visualisation
objection
Hesitation with Trial Close:
no specific
Ok, Im Prospect
objection
organising it for Objection
you
No Objection
Finalise sale by taking
payment details/getting
contract signed/getting
Purchase Order number. Etc
Change the
subject and finish
the conversation
Closing Conversation example
Sales Rep: Hi John, its Shawn from Delta College, how are you?
Prospect: Not bad, how are you?
Sales Rep: Yeah not bad, how did you go with that proposal I send over?
Prospect: Um, yeah it was good, but I have a few questions
Sales Rep: Yes of course, lets go through them
26
Prospect: Ok, as you know I dont have internet access at home so I will need a place to
study, so Ill have access to the college resources and library when ever I want, right?
Sales Rep: Yes, thats right we are open from 7am to 11pm, 7 days per week. That will be
especially good for you, because during the week your classes normally will end at 6pm, so you
can stay and work up until 11pm. Thats what you want right?
Prospect: Yes, thats right.
Sales Rep: Ok, thats good, so, dont forget the plan for you is to do your regular class
hours during the day, then do your individual study in the resource centre after that;
youre going to be in a situation where you have everything you need to get a high mark
and get certified.
So, after you get certified in June, well help optimise your resume, well then send you to
see our recruitment partners, and if everything goes to plan you can get into a
professional project management position by the end of this year. Thats what you want
right?
Prospect: Yes, thats it.
Sales Rep: Ok, let me do this enrolment form for you
Prospect: Ok
Sales Rep: So, you will pay with a credit card is that right?
Prospect: um, yes I guess so; you mean you want me to enrol now?
Sales Rep: Yes, I will enrol you now, because as you said yesterday, youve been looking
for a job for 6 months; youve applied for over 100 jobs and had only 2 interviews.
The problem is that, I just dont want you to be in a situation where I call you in 12
months from now and youre still looking for a job. The problem is that I find that a lot of
people give up after 12 months and become long term unemployed. Do you know what I
mean?
Prospect: um, yes, yeah I dont want that to happen.
Sales Rep: Ok, Ive filled in the form for you. So you said you wanted to use your credit
card, is it a Visa or Mastercard?
Prospect: um, Ill pay with my Visa Card.
Sales Rep: Ok, whats the expiry date?
Prospect: 16 April 2018
Sales Rep: Ok, whats the card number?
Prospect: 4569 28. So, you are going to get me an interview with a recruitment agency?
Sales Rep: Yes thats right. When you finish the course successfully, the first thing we do is
help you re-write your resume. These days you need a highly optimised resume in order to get
a phone interview.
Then, we organise a face-to-face interview with 2 recruitment agencies, these agencies are
2 of the top project management recruiters in the country. Thats what you wanted, right?
Prospect: Yes, exactly.
Sales Rep: Ok, good, dont forget the reason we are doing this is that, I dont want you to
be in a situation where I call you in 12 months from now and you are still unemployed. The
27
problem is that I find that a lot of people give up after 12 months and become long term
unemployed. Do you know what I mean?
Prospect: um, yes, yeah youre right.
Sales Rep: Ok, so you have given me half your credit card number 4569 28, whats the
rest?
Prospect: 4569 2845 2000 000
Sales Rep: Ok, I will have that enrolment and receipt of payment sent to you shortly. The
next step is that I will contact you tomorrow with your welcome kit, so you enjoy the rest of
the afternoon, and well talk tomorrow at about 4pm ok.
Prospect: great, Ill talk to you then.
Sales Rep: Ok, bye.
Leave it alone
When the sale has been agreed upon, you should either change the subject to something
that has nothing to do with the sale, or you should finish as quickly as courtesy will permit.
You dont want the prospect to say:
On second thoughts just hold off on that for a few days, I have to talk to the HR
Manager
Maybe I should check with my dentists sister, she said she knows a lot about it
You know, now that you bring that up, maybe I should wait another 6 months,
when the new Financial Manager starts
Do not under any circumstances continue on discussing the deal or your product. This will
only bring up more questions and more hesitations. The prospect has already received all
the product and deal information, any questions they have now are merely hesitations.
Conclusion
By continually analysing and tweaking your sales method and style, youll be able to
continually make improvements.
There are 1000s of variables in any sales cycle, many are outside or your control, the key is
to identify what you can control and then work to master them.
In any conversation there are literally infinite possibilities in the words that could be
spoken. Words and conversations must be crafted; the better you are at crafting them, the
better your outcomes will be.
I hope you have got some useful information out of this abridged ebook version. We are
currently in negotiations to publish the full version of this book, so look out for it in the
future.
We also offer our own face to face Sales Training through our company:
www.SalesVision.com.au
We are based out of Australia, please feel free to contact us through our website; wed
love to hear from you.
Good luck with your Sales!
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A Master Class in Closing Sales

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A Master Class in Closing Sales

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A Master Class in Closing Sales

Learn Step-by-Step how improve your sales

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