10-Step Sales Plan

Introduction

• Experience: Over 30 years in sales with Fortune 500 companies.
• Focus: Ten-step plan for effective sales.
• Sales is everywhere: Every interaction contributes to your personal brand.
• Important qualities: Patience, perseverance, and focus.
• Sales vs. Marketing: Core element is still getting people to buy.

Ethical vs. Non-Ethical Sales

• Ethical Sales: Honest, authentic approach.
• Non-Ethical Sales: Tricks like pricing under 99p, NLP manipulation.
• Example: Being honest about product fit can create trust.

Key Steps

Step 1: Authenticity

• Connect authentically: Builds long-term relationships.
• Case Studies: Honest sales at 15 years old, BMW salesperson suggesting Tesla.

Step 2: Overdeliver

• Promise less, deliver more: Ensure you believe in what you're selling.
• Example: PR companies promising realistic goals.

Step 3: Find Your Style

• Individual approach: Tailor your sales method to your strengths.
• Examples: Introverts and extroverts can both excel in sales.

Step 4: Train Your Team

• Involve everyone: Colleagues, family, clients should all help in sales.

Step 5: Rules of Selling

• Three steps:
  1. Identify potential clients.
  2. Build relationships.
  3. Present your product.
• Tools: Use CRM systems like PipeDrive.

Step 6: Leverage

• Leverage known brands: Gain credibility by association.
• Example: CNN as a client.

Step 7: Sell Outcomes, Not Products

• Focus on benefits: Sell the feeling or outcome, not the product details.
• Examples: Apple, Häagen-Dazs.

Step 8: Believe in What You Sell

• Authenticity again: Easier to sell something you genuinely believe in.

Step 9: Brand Partnerships

• Align values: Partner with brands for mutual benefit.
• Example: Potential partnership with Liquid Death.

Step 10: Emotional Sale

• Connect emotionally: Make the sale about more than just the product.
• Example: Simon's book launch on Amazon, selling a movement.

Additional Tips

• PR and marketing: Use innovative, out-of-the-box ideas.
• Madness and creativity: Don’t be afraid of bold ideas.
• Community and humor: Include fun and authenticity in the sales process.