10-Step Plan to Becoming an Effective Salesperson

Introduction

• Sales experience across 30+ years
• Sold to every Fortune 500 company
• 10-step sales process
• Emphasis on patience, perseverance, and focus

Key Principles

• Sales vs. Marketing: All business processes involve sales. Marketing is essentially sales under a different name.
• Honesty and Authenticity: Crucial for long-term success. Avoid manipulative tactics like the 99p rule.

Steps to Effective Sales

1. Authenticity

• Be honest and build trust for repeat sales
• Example: Salesperson recommending another brand (Tesla) for a better fit
• Personal story of selling first job honestly at 15

2. Overdeliver

• Ensure that what you sell meets and exceeds expectations
• Example: Overdelivering in PR services by offering what can be guaranteed and what might happen
• Importance of personal brand in upholding promises

3. Find Your Style

• Sales effectiveness isn't limited to extroverts
• Train everyone in your team to think and act like salespeople
• Example: Accountant turned best salesperson through training
• Leverage your natural comfort zone (e.g., blogging if you're an introvert)

4. Train Your Team

• Everyone around you should be able to sell your product
• Educate colleagues, family members, etc.
• Importance of a supportive network for sales

5. Understand the Selling Process

• Step 1: Identify potential buyers: Know who needs your product.
• Step 2: Build relationships: Ensure mutual liking and understanding.
• Step 3: Present the product: This step becomes straightforward if the first two are done right.
• Use tools like PipeDrive for tracking sales interactions

6. Leverage in Sales

• Use previous clients or brand names to gain credibility
• Example: Offering free work for renowned clients (like CNN) to use their name as leverage
• Maintain a good reputation

7. Sell the Outcome Not the Product

• Focus on the emotional and end benefits rather than core details
• Example: Selling the 'feeling' associated with a product (like Apple or Haagen-Dazs)

8. Sell What You Believe In

• Genuine belief makes selling easier and more impactful
• Work with products/companies you truly believe in

9. Partnerships and Brand Alignment

• Use partnerships to enhance brand credibility and reach
• Example: Potential partnership with Liquid Death
• Numeric rule: 1+1=11; synergy between collaborating brands

10. The Emotional Sale

• Use emotional connection to create a more compelling offer
• Example: Book launch appealing to a sense of mission rather than product features
• Authenticity is key; must be genuinely felt and conveyed

Additional Points

• Sales as a system: Use methods like PR, marketing to stand out
• Out-of-the-box thinking: Encourage creativity to attract attention
• Humor and enjoyment: Make the sales process fun

Conclusion

• Authenticity, community, proper training, and a sense of mission are vital
• Think creatively, integrate sales into every aspect of life