10-Step Ethical Sales Plan

May 29, 2024

10-Step Ethical Sales Plan Lecture Notes

Introduction

  • Speaker with over 30 years of sales experience
  • Sold to every Fortune 500 company
  • Formulated a 10-step plan to make any sale happen

Key Principles

  1. Perseverance: Patience, perseverance, and focus are crucial.
  2. Sales ≠ Marketing: Sales is fundamentally about connecting, converting, and delivering.
  3. Ethical Sales: Focus on honesty and authenticity. Avoid manipulation and misleading pricing (e.g., 99p rule).

10-Step Plan Overview

Step 1: Authenticity

  • Be genuine and honest.
  • Build long-term relationships by being trustworthy.
  • Example: First sale at 15 by being direct and honest.

Step 2: Over-Deliver

  • Promise only what you can deliver and aim to exceed those promises.
  • Authenticity in promises builds trust.
  • Example: PR companies delivering realistic promises.

Step 3: Find Your Style

  • Embrace your unique traits (introvert/extrovert).
  • Effective selling can happen in various forms: blogs, conversations, etc.
  • Example: Best salesperson in the company was an accountant.

Step 4: Train the Team

  • Everyone associated with you should be trained to promote what you’re selling.
  • Leverage all relationships.
  • Example: Training family members and colleagues.

Step 5: Sales Rules

  • Three fundamental steps:
    1. Identify potential clients.
    2. Build a relationship.
    3. Present the product confidently.
  • Tools for tracking and maintaining connections are essential.

Step 6: Leverage

  • Use initial clients or brands to build credibility.
  • Sometimes requires initial free work.
  • Example: Using CNN as a leverage point.

Step 7: Sell Outcomes, Not Products

  • Focus on the results and feelings your products bring.
  • Example: Selling the feeling and result, not the actual product specs.

Step 8: Belief in the Product

  • Sell only what you genuinely believe in.
  • Authenticity is crucial for long-term success.

Step 9: Brand Partnerships

  • Align with reputable brands to enhance mutual credibility.
  • Example: Potential partnership with Liquid Death water.

Step 10: Emotional Sales

  • Connect on an emotional level, ensuring authenticity.
  • Example: Author’s book reached #1 on Amazon using emotional sale techniques.

Additional Insights

  • Systems in Sales: Tools like Pipe Drive for tracking client interactions.
  • Creative Ideas in Sales: Out-of-the-box thinking can make a huge difference.
    • Example: Suggesting two dishwashers for convenience or a unique PR move like buying a public staircase.

Closing Thoughts

  • Sales is about being authentic, training a team, and building a community.
  • Leverage humor and creativity for effective sales.

Takeaways

  • Embrace authenticity with every interaction.
  • Always aim to over-deliver on promises.
  • Find a style that fits naturally for you.
  • Train and leverage your team effectively.
  • Use tools and systems to monitor and track sales activities.
  • Be creative and think outside the box for unique selling propositions.