10-Step Sales Process by Experienced Salesperson

Introduction

• Experience: 30+ years in sales, sold to every Fortune 500 company.
• Goal: Formulate a 10-step plan to make any sale happen.
• Key Insights: Need to sell, people will judge you as a personal brand.
• Mindset: Patience, perseverance, and focus.

Step 1: Authenticity

• Definition: Ethical and honest sales, avoid tricks.
• Example: 99p rule is a trick; instead, be straightforward.
• Story: First sale at 15, honest and authentic approach worked.
• Importance: Builds long-term relationships and trust, leads to repeat sales.
• Real-Life Example: Salesperson at a MINI garage recommending a Tesla.

Step 2: Over-Deliver

• Core Idea: Deliver more than what you promise.
• Example: PR companies guaranteeing only what they can control.
• Outcome: Builds client trust and long-term relationships.

Step 3: Find Your Style

• Key Point: Sales can come from anyone, even introverts.
• Example: Best salesperson was an accountant with no formal sales title.
• Action: Lean into your natural strengths (writing, speaking, etc.).
• Tip: Train your team to think sales—everyone can be a salesperson.

Step 4: Train the Team

• Concept: Everyone (clients, colleagues, family) should understand and communicate your product.
• Action: Train people around you to sell what you're selling.
• Importance: Creates an army of advocates for your product.

Step 5: Know the Rules

• Three Steps:
  1. Identify: Know who could buy your product.
  2. Understand: Build a relationship, know if they like you and need your product.
  3. Present: Only after the first two steps.
• Tools: Use products like PipeDrive to track and manage sales processes.
• Action: Maintain consistent contact (newsletters, gifts, etc.).

Step 6: Leverage

• Core Idea: Use existing clients/brands to get new clients.
• Example: Got CNN as a client, then used that to get other big clients.
• Strategy: Sometimes do free work for initial leverage.

Step 7: Sell the Outcome

• Concept: Focus on the benefit, not the product itself.
• Example: Sell the feeling (e.g., Häagen-Dazs, Apple).
• Action: Identify and sell the 'sizzle,' not the 'steak'.

Step 8: Believe in What You Sell

• Core Principle: Easier to sell something you genuinely believe in.
• Example: Ensures authenticity and trust.
• Result: More convincing, sustainable sales.

Step 9: Brand Partnerships and Leverage

• Concept: Partner with brands or events to lift each other up.
• Example: McDonald's sponsors Olympics.
• Action: Look for brand alignment—community and values matter.

Step 10: Emotional Sale

• Core Idea: Be genuine, show your deeper mission.
• Example: Emotional appeal helped book launch without reviews.
• Outcome: People buy into the mission, not just the product.

Additional Insights

• Tools: Use PR and marketing creatively.
• Mindset: Stand out, think outside the box, and add humor.
• Example: Rory Sutherland's dishwasher campaign and Twickenham staircase project.
• Philosophy: Sales should be about community, purpose, and being authentic.

Conclusion

• Main Takeaways: Be authentic, over-deliver, find your style, know the rules, leverage existing successes, sell outcomes, believe in your product, use brand partnerships, and make emotional sales.
• Action Items: Apply these steps and insights to improve your sales techniques.