Chapter Three: Making King Customer the Winner

Key Concepts and Themes

Importance of Active Participation: Readers encouraged to actively engage with the material using a pen for notes and underlining.
Objective: Not just to inform or entertain but to involve the reader in a growth and action process.
Effort Required: Becoming a professional salesperson or improving closing percentages requires significant work.

First Reading Value: Immediate value through new thoughts, ideas, and psychological insights.
Power Phrases: Learning specific words and phrases to enhance sales techniques.
Motivation: Increased motivation to use and do more, leading to improved sales.

Frustration of Agreement without Action: Convincing a customer of a product’s merits without persuading them to buy.
Aristotle's Fallacy: Story of Galileo proving Aristotle wrong but failing to change the entrenched belief, illustrating the difference between convincing and persuading.
Persuasion Techniques: Involves asking questions rather than telling.

Questions to Clarify Thinking: Example questions provided to engage the reader and clarify their mindset about sales.
Customer as the Winner: Establishing the idea that the customer benefits the most from a good sale.

For vs. To the Prospect: Sales should be seen as something done for the prospect's benefit, not to them.
Manipulation vs. Persuasion: Manipulators may make sales but not achieve long-term success.

No Need: Many customers buy more than they need; lack of understanding can lead to a 'no'.
No Money: Some customers genuinely lack money, while others may lie about it.
- Example Story: Mrs. Thunderberg's reluctance to buy cookware due to perceived lack of funds but willingness to buy fine china.
No Hurry: Customers may not feel urgency to buy. Techniques to create urgency are discussed.
- Example Techniques: The Bride Close and the Alternate of Choice Close.
No Desire: Customers buy what they want, not necessarily what they need.
- Example Story: Widow buying cookware due to a lifetime desire despite objections.
No Trust: Trust is critical; without it, sales are unlikely. Building trust is essential for sales success.

Importance of Consistency: Sales professionals must be consistent in personal and professional life to build trust.
Moral Integrity: Emphasized as crucial for long-term success in sales.
Impact of Dishonesty: Negative consequences for customers, salespeople, and the sales profession.

Customer Benefits: The notion that the customer benefits the most from a fair sale.
Sales as a Service: Reinforcing that sales should be a service to the customer.
Integrity in Sales: Highlighting the importance of integrity and ethical conduct in sales for sustainable success.

Salesperson's Role: The most important part of the sales process is the salesperson themselves.