10-Step Plan to Sales Success

Introduction

• Speaker has 30+ years of sales experience.
• Sold to every Fortune 500 company, often in tens of millions.
• Sales process involves connecting, converting, and maintaining ongoing relationships.
• Emphasis on patience, perseverance, and focus.
• Sales is fundamental to business survival.
• Ethical sales preferred over manipulative tactics.

Key Concepts

Authenticity

• Be honest and authentic in sales.
• Avoid manipulative tactics.
• Authentic connections lead to repeat and referral sales.

Over-deliver

• Ensure the product delivers on promises.
• Make clear distinctions between guaranteed outcomes and hopeful outcomes.
• Example: PR companies with realistic promises.

Find Your Style

• Both introverts and extroverts can excel in sales.
• Lean into your strengths (e.g., writing blogs, networking).
• Example: Accountant in the agency was the best salesperson.

Train the Team

• Train everyone involved (clients, colleagues, family) to sell your product.
• Everyone should understand and support the product.

Rules of Selling

• Three steps to making any sale:
  • Identify who could buy your product.
  • Build a relationship and understand the client.
  • Present the product and its benefits.
• Example: Monthly contact strategy for 9 years to connect with clients like Apple.

Advanced Techniques

Leverage

• Use existing, recognizable clients/brands to gain credibility.
• Initial work may be free to build reputation.

Sell the Outcome

• Focus on the benefits and feelings associated with the product, not just the features.
• Example: Apple doesn't emphasize technical specs; it emphasizes user experience.

Believe in the Product

• Easier to sell something you genuinely believe in.
• Ensure the product brings real value to customers.

Brand Partnerships

• Align with other brands to mutually enhance credibility and reach.
• Example: McDonald's and the Olympics.

Emotional Sales

• Connect on an emotional level.
• Example: Speaker's book campaign focusing on supporting a mission.

Important Concepts

Sales Systems

• Use tools like Pipedrive to track sales processes.
• Maintain regular, meaningful contact with potential clients.

PR and Marketing Leverage

• Out-of-the-box ideas (e.g., creative PR stunts) can make sales strategies more impactful.
• Example: Dual dishwasher concept as a unique selling proposition.

Closing Thoughts

• Sales should be enjoyable and authentic.
• Use humor, creativity, and ethical practices to build long-term relationships.