111vThoughts on Selling

8/8/2019 111vThoughts on Selling

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by Tom Peters

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Everyone lives by selling something. Robert Louis Stevenson

1. Strategyoverrated,simplydoinstuunderrated.SeeKelleherandBossidy:Wehave

astrategicplan,itscalleddoingthings.HerbKelleher.Executionisasystematic

processofrigorouslydiscussinghowsandwhats,tenaciouslyfollowingthrough,and

ensuringaccountability.LarryBossidy&RamCharan/ Execution: The Discipline o

Getting Things Done. Action has its own logicaskGenghisKhan,Rommel,COLJohn

Boyd,U.S.Grant,Patton,W.T.Sherman.

2. What are you personally great at?(Keyword:great.)Playtostrengths!Distinctor

Extinct.Youshouldaimtobeoutrageouslygood/B.I.W.atanichearea(ormore).

3. Areyouapersonality,adefactobrandintheindustry?TheDr.Philof...

4. Opportunism (with a little forethought) mostly wins.(Successfulpeoplearetheones

whoaregoodatPlanB.)

5. Little starts can lead to big wins.Mosttruewinnersthinksearch&Googlestart

assomethingsmall.ManybigdealsDisney&Pixarcouldhavebeendoneaslittle-erdealsifyoudhadthenervetostepoutbeforethevaluebecameobvious.

6. Non-obvious targets have great potential.Amongmanyotherthings,everybodygoes

aftertheobviousones.Also,thenon-obviousareoftengoodPartnersfortechnology

experiments.

7. Thebestrelationshipsareoften(usually?)nottoptotop!(Oftenthebest:hungrydivi-

sionGMseagertomakeamark.)

First prepared for presentation

toGEEnergy01.24.2006.

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8. ITS RELATIONSHIPS, STUPIDDEEP AND FROM MULTIPLE FUNCTIONS.

9. In any public-sector business, you must become an avid student of the politics,

the incentives and constraints, mostly non-economic, facing all of the players.

Politiciansareusuallyincrediblylogicalifyou(deeply!)understandthematrixinwhich

theyexist.

10.Relationships from within our rm are as importantoftenmoreimportantasthose

fromoutsideagainbroadisasimportantasdeep.Alliesavidsupporters!within

andfromnon-obviousplacesmaybemoreimportantthanrelationshipsattheClient

organization.Goal:aninsanelyunfairmarketshareofinsiderstimedevotedtoyour

projects!

11. Interesting outsiders are essential to innovative proposal and sales teams. An

excitingsales-proposalteamisasimportantasaprestigiousone.

12.Istheproposal-salesteamweirdenoughweirdoscomeupwiththemostinteresting,

game-changerideas.Period.

13. Lunch with at least one weirdo per month.(Goal:alwaysontheprowlforinteresting

newstu.)

14. Gratuitouscomment:Luncheswithgoodfriendsaretypicallyawasteof(professional)time.

15. Dont short-change (time, money, depth) the proposal process. Miss one tiny nuance,

onepotentialincentivethatmakesmydayforakeyClientplayerandwatchthewhole

gig be torpedoed.

16.Stickingwithitsometimespays,sometimesnotittakesalotoftriestoforgethebest

pathin.Sometimesyouneverdo,afteraliterallifetime.(Ah,life.)

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17. WOMEN ARE SIMPLY BETTER AT RELATIONSHIPSdontgethungupparticu-

larlyintechrmsonwhatindustries-countrieswomencantdo.(Orsomesuch

bullshit.)

18. Work incessantly on your storymost economic value springs from a good

story (think Perrier)!Insensitivepublicorquasi-publicnegotiations,acompelling

storyisofimmensevalue-politicsisaboutthetensionamongcompetingstories.(Ifyou

dontbelieveme,askKarlRoveorJamesCarville.)(Storytellingisthecoreofculture.

Branded Nation: The Marketing o Megachurch, College Inc., and Museumworld,James

Twitchell)

19. Callthis18A,or18repeat:Becomearst-rateStoryteller!(Akeyperhapsthekeyto

leadershipistheeectivecommunicationofastory.HowardGardner, Leading Minds:

An Anatomy o Leadership)

20. RiskAssessment&RiskManagementismoreaboutstoriesthanadvancedmath-iebril-

liant scenario construction.

21. Goodlistenersaregoodsalespeople.Period.

22. Lousylistenersarelousysalespeople.Period.

23. GREAT LISTENERS ARE GREAT SALES PEOPLE.(ListeningskillsarehardtolearnandsubjecttoimmenseeortinpursuitofMastery.Avirtuosolistenerisasrareasa

virtuosocelloplayer.)(Ifyoudontlisten,youdontsellanything.CarolynMarland,

MD/GuardianGroup)

24. Thingsthatarefunnytome(American)areoften-mostlynotfunnytothoseinother

cultures.(Humorisasne-edgedasitgets,andrarelytravels.)

h fBe bold. Dream up your own manifesto and submit your idea here.


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25. You dont know Jack Squat about other peoples culturesespecially if you are a

typically myopic American.(Likeme.)

26. Are you a great interviewer? Itsamakeorbreakskill.(ThinkBarbaraWaltersi.e.,

herskillatextractingunwantedtruthsfromprosinpersona-protection...infrontof

10sofmillionsofpeople.)

If you dont listen, you dont sell anything. Carolyn Marland, Managing Director, Guardian Group

27. Are you a great (not merely good) presenter?Masteringpresentationskillsisa

lifesworkwithstupendouspayo.

28. Work like hell on the Big 2: LISTENING/INTERVIEWING, PRESENTING. Theseare

theessenceof[sales]lifeandusuallypicked-upinanamateurish,catch-as-catch-

canfashion.Mistake!(Becomeaprofessionalstudentofthesetwoareas,achieve

Mastery.)

29. Areyougoodatowers?Think:FLOWERPOWER!(seeHarveyMackaysMackay66

whatyoushouldknowaboutaClient;e.g.,birthdays&anniversaries.)(My owers

budget is out of control. Hooray for me.)

30. Youcantdoitallbeclearatwhatyouaregoodat,badat,indierentat.Hubrissucks.

31. Thepointisnottoproveyourself.(Thatsego-talk.)Letthebestpersonpresenttothe

Clientperhapsalowerlevelgeek.(Controlfreaksgettheirjustdessertsinthelong

haulorsooner.)

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32. Thenumberswillmoreorlesstakecareofthemselvesoverthelonghaulifthe

relationship/sis/aresolidgold.

33. The Gold Standard in selling: INDISPENSABLE to the Client.

Noothergoalisworthy.

34. Neverstopgrowing-broadening-deepeningtherelationship.The key to

indispensability is to get the Client more and more and more and then more

imbedded in our web.Hencetheso-calledsellingprocessisonlytherststep!

35. USE THE WORD WE CONSTANTLY & RELIGIOUSLY!(Eg:WetheClient&

mearegoingtochangetheworldwiththisservice.)

36. Dont waste your time on jerksitll rarely work out in the mid- to long-term.

37. Genius is walking away from lousy scores (deals)and accepting the attendant

heat. BigBusinessisthepremierhometoBigEgosoverpayingbyafactorof2to22

withbillion$$$$atstake.(ThinkJerryLevinandAOLTimeWarner.)

38. Youhaventaclueastohowthissituationwillactuallyplayoutbepreparedtomove

fastinadierentdirection.

39. Keepyourword.

40. KEEP YOUR WORD.

41. Underpromise(i.e.,dontover-promise;i.e.,cutyourselfalittleslack)evenifitcostsyou

businesswinningisalong-termaair.Over-promisingisSign#1ofalackofintegrity.

Youwillpaythepiper.

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42. Thereissuchathingasagoodlossifyouvetestedsomethingnewanddeveloped

goodrelationships.Ahalf-dozenhonorable,ingeniouslossesoveratwo-yearperiod

canpavethewayforaBigVictoryinaNewSpaceinyear3.

43. Itsacompetitiveworldoutthere.New,innovativeproductsarehardertosellthanold

stand-bys.Nonetheless, you will be a long-term star to the extent that you are

willing to push the harder-to-sell-at-the-moment Innovative Products that cement

long-term Client success (Indispensability!)evenifitmeansa#shitthisquarter.

PART OF YOUR JOB: TAKE CLIENTS ON AN ADVENTURE THAT PUTS THEM

AHEAD OF THE GAME CALLED (GAMECHANGINGhopefully) COMPETITIVE

ADVANTAGE!

44. Thinklegacywhatthehellisallthisreallyaboutforyouandtheworld?(Tellme,

whatisityouplantodowithyouronewildandpreciouslife?MaryOliver)

45. THERE ARE NO MODERATES IN THE HISTORY BOOKS!

46. Keep it simple!(Damnit!)Nomatterhowsophisticatedtheproduct.Ifyoucant

explainitinaphrase,apage,ortoyour14-year-old...youhaventgotitrightyet.

47. Know more than the next guy.Homeworkpays.(ofcourseitsobviousbutinmy

workitistoooftenhonoredinthebreach.)

48. Regardlessofprojectsize,winningorlosinginvariablyhingesonaraftoflittlestu.

Little stuff is and always has been everything!!!!!!!!!!!!!!!!!!!!or, one mans little

stuff is another mans 7.6 Richter deal-breaker.

49. In public settings in particular, face saving is all.Whensomethingchanges,allowthe

otherguytocomeoutlookinglikeawinner,especiallyifhehaslost.(Evenifyoumust

accepttheeggonyourfacehewillalwaysrememberyou!)

h fWant to nd the most buzzworthy manifestos? discover them here.


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50. Dontholdgrudges.(Itistheultimateinsmallmindednessandincrediblywastefuland

ineective.Theresalwaystomorrow.)

51. ITS ALWAYS THE POLITICSwee private sector deal or giant public sector

deal.(Everyplayer,smallorlarge,isanglingforsomething.Masterthecalculusof

advantage.)

52. To beat the turnover problem in key Client posts amidst long negotiations,

invest outrageous amounts of time building a wide & deep set of relationships with

mid-level (& lower!!) plodding careerists.Theinvisiblecareeristsarethebedrock

uponwhichrepeatedsuccessisbuilt!(MyCapitolHillAxiom:Itsthe24-year-oldLA

whointheendbriefstheSenatorrightbeforeshegoestotheFloortovote.)

53. Speakingofshe:GenderdierencesareEnormousdealingwithawomananddeal-

ingwithamanaredierentkettlesofshyoumustbecomeanA+studentofgender

dierences.(Eg:Menaretypicallymoreinterestedintheshort-termscore.Womenare

moreinterestedinthelong-termconsequences.)

54. LITTLE PEOPLE OFTEN HAVE BIG FRIENDS.

55. Thisisnotwar,damnit.Allpartiescanwin(ornotlose,anyway).Andlosingbidders

canwalkawayfromadealwithincreasedrespectforyouandyourteam.

56. Never,everdumponacompetitortheTomWatsonIBMglory-daysmantra.

Nothing is so contagious as enthusiasm.Samuel Taylor Coleridge

h fWant to copy and paste parts of this manifesto? CliCk here for instructions.


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57. Never forget the Law of Cousins!Indevelopingnationsinparticular,powerbrokers

atalllevelsareatleastcousins!Considerationforasecondcousincanpayobigtime.

58. Speakingoffavors,jailsucks.

59. Work hard beats work smart. (Mostly.)

60. REPEAT: HE/SHE WHO HAS THE MOST-BEST RELATIONSHIPS WINS.

RELATIONSHIPS ARE THE ESSENCE OF THE WORK OF THE SALESPERSON. THE

HARD ... AND LONG ... WORK OF THE SALESPERSON.

61. Manovmanohardballisseldomtheanswerendrunsbasedandpatientmulti-level

relationshipbuildingviadeeper-widernetworkswin.

62. Ifthedealiswiredfrombelow,trulywired,thantheso-calledbignegotiationsare

essentially irrelevant.

63. Ifeveryquarterisalittlebetterthanthepriorquarterthenyouarenottakingany

seriousrisks.

64. Phones beat email.

65. A THREE-MINUTE CALL TODAY CAN AVOID A GAME-LOSER OF A FIASCO NEXT

MONTH. There was always a time when a little thing could have been addressedthat headed off a subsequent big thing.Astoavoidingthatcall,didntsomeonesay,

Pridegoethbeforethefall?

66. Behyper-organizedaboutrelationshipmanagementyouareintheanthropology

business.Studythegreatpols!BrilliantNRM(networkrelationshipmanagement)isnot

accidental!Itisnotcatch-as-catchcan.(Footballanalogiesarecutebutdeeppolitical

understandingpaystheprivate-schooltuition.)

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67. Think/obsessonROIR(ReturnOnInvestmentInRelationships).

68. THANK YOU NOTES: Worlds highest-return investment!!!!!!!!!

69. Thewaytoanyonesheart:Doinganicethingfortheirkid.(But,gawd,doesthistakea

gentletouch.)

70. Scoringootherpeopleisstupid.Winners are always in the business of creating the

maximum # of winnersamong adversaries at least as much as among partners.

71. Yourcolleaguessuccessesareyoursuccesses.Period.(Trustme,mygreatestpersonal

successnanciallyaswellasartisticallyhasbeencreatingabiggerpondinwhich

everyonewins,evenifmymarketshareisdown.)

72. Lend a helping hand, especially when you dont have the time.E.g.sharerelation-

shipsthe more you give away the more you get in return(justliketheysayin

church).

73. Listenup:ItwasmuchlaterthatIrealizedDadssecret.Hegainedrespectbygivingit.

Hetalkedandlistenedtothefourth-gradekidsinSpringValleywhoshinedshoesthe

samewayhetalkedandlistenedtoabishoporacollegepresident.Hewasseriouslyin-

terestedinwhoyouwereandwhatyouhadtosay.SaraLawrence-Lightfoot,Respect.

(I.e.,RespectisCool.)

74. Mentoringisathrillandthepracticalpayoisenormous.Thebestmentorshavethe

wholeworldworkingitsbunsoforthem!

75. Hireforenthusiasm.Promoteforenthusiasm.Cherishenthusiasm.REMOVE NON-

ENTHUSIASTSTHEY ARE CANCERS.(Nothingissocontagiousasenthusiasm.

SamuelTaylorColeridge.Amanwithoutasmilingfacemustnotopenashop.

ChineseProverb.)

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You cant behave in a calm, rational manner.

Youve got to be out there on the lunatic fringe. Jack Welch

76. ITS ALWAYS YOUR PROBLEMyou sold it to them.

77. Its never over: While there may be an excellent service activity in your company,

the relationship belongs to You!Hencetheaftersalesmomentsoftruthare

atleastasifnotmorethan*importanttotheContinuingRelationshipasthesale

transactionitself.(*Ivoteformorethan.)Youllgetyourbiggestpointswiththe

Clientforbeinganeectiveafter-the-factgo-betweenwithyourcompany.

78. Dontgettoohunguponsystemsintegrationrst&foremost,theindividualbits

havegottowork.

79. For Gods sake dont over promise on systems integrationits nigh on impos-

sible to deliver.

80. OntheotherhandwinnersclamberUptheValue-addedLadder,andoereverso

muchmorethanmereproduct.ALL SUCCESSFUL SALES PEOPLE ARE IN THE

SOLUTIONS BUSINESSnomatterhowjargonythatmaysound.

81. Systems/SolutionssellingmeansgrapplingdirectlywithculturechangeinClient

organizations.(Thebusinessofsellingisnotjustaboutmatchingviablesolutions

tothecustomersthatrequirethem.Itsequallyaboutmanagingthechangeprocess

thecustomerwillneedtogothroughtoimplementthesolutionandachievethevalue

promisedbythesolutionJeThull,ThePrimeSolution:ClosetheValueGap,Increase

Margins,andWintheComplexSale)

h fEvery one of our manifestos is free. See the reSt of them.


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82. Shit happens. Thats what they pay you for.

83. ThisisnotaGEorBen&JerryssaleitisaJoeJones/JaneJonessale.YOU ARE

THE BRAND THE CLIENT BUYSespeciallyoverthelonghaul.

84. Duh:Youmakemoney,thecompanymakesmoney,onrepeatbusiness.

85. Masteryes,youthePRGame.WordofMouthisnotaccidental!You want Word of

Mouth? Make it happen!

86. GOAL #1: MAKE YOUR CLIENT A HEROYOU ARE NOT THERE TO GET CREDIT.

(Takingcreditisforego-maniacs.Andlosers.)

87. Decentmargins,overthemid-tolong-term,areaproductofbetterrelationships,notbetternegotiatingskill.(Mostly.)

88. Intheimmortalwordsofex-GEViceChairmanLarryBossidy,moreorless,Realism

rocks.(Bullshitartistandgreatsalesperson,contrarytoconventionalwisdom,are

DiametricOpposites.TruthtellerandGreatSalespersonismorelikeit.)

89. BethersttotelltheClientbadnews(e.g.,slippeddelivery);hisintelligencesources,

andhehasthem,willtellhimfastyouwanttobethererstwithyourstoryandto

enhanceyourrepasTruthteller!

90. Worklikehelltogetareputationasavaluedindustryexpert,tobecomeanindustry

resource.

91. WorktheTradeAssociationangleforallitsworthitmaytakeadecadetopayoe.g.,

whenyoubecomeanocerorareonanimportantpanelortestifybeforeCongress.

92. PAY YOUR DUES IN THE CLIENT ORG AND IN YOUR OWN ORG!

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93. Its all bloody tactics.

94. Youmust...LOVE....theproduct!(Period.)

95. YOU MUST LOVE THE PRODUCT!

96. Dont over-schedule.Runninglateisinexcusableatanylevelofseniority;itisthe

ultimatemarkofself-importancemixedwithcontempt.

97. Ittakestimetogettoknowpeople.(DUH.)

98. Women are better salespeople.(SeeAddendum)

99.Theveryideaofeciencyinrelationshipdevelopmentis...STUPID.

100.MBWA (still) rules.

101.Preparingthesoilistherst98percent.(Ormore.)

102.WORK THE PHONES!

103. Rule5K-5M:5Kmilesfora5-Minutemeetingoftenmakessense.(Yes,often.)(Evenwith

constrainedtravelbudgets.)(Thanks,super-agentMarkMcCormack.)

104.Becomeastudent!Studygreatsalespeople!(IncludingPresidents.)(NaturalisalittlebittruebutthenNaturalsarealwaystheoneswhostudyhardeste.g.,JerryRice.)

105.Becomeastudent!Yes,youcanstudyRelationshipBuilding.So,study

106.Bewarecomplexiersandcomplicators.(Trulysmartpeople...simplifythings.)

107.Thesmartestguyintheroomrarelywinsalas,heusuallyisawarehesthesmartest

guy.(Andneedntwastehistimeonthatsoftrelationshipcrap.)

h fEvery one of our manifestos is free. See the reSt of them.


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108.Be kind. It works.

109.Beespeciallykindwhentherearescrew-ups.(Theresplentyoftimelatertoplaythe

GreatAccountabilityGame.)

110.PresidentsnevertireofbeingtreatedlikePresidents.

111. Luck matters. So: Good luck!

ADDENDUM: WOMEN ROCK (AS SALESPERSONS)

Andtheanswersare?

TAKETHISQUICKQUIZ:Whomanagesmorethingsatonce? Who puts more eort into their

appearance?Whousuallytakescareofthedetails?Who fnds it easier to meet new people?

Whoasksmorequestionsinaconversation?Who is a better listener?Whohasmoreinterest

incommunicationskills?Who is more inclined to get involved?Whoencouragesharmonyand

agreement? Who has better intuition?Whoworkswithalongertodolist?Who enjoys a

recap to the days events?Whoisbetteratkeepingintouchwithothers?

Source:Selling Is a Womans Game: 15 Powerul Reasons Why Women Can Outsell Men,Nicki

Joy&SusanKane-Benson

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infoinfoABOUT THE AUTHOR

FortunecallsTomPeterstheUr-guruofmanagementandcompareshimtoRalphWaldoEmerson,

HenryDavidThoreau,WaltWhitmanandH.L.Mencken.The EconomisttagshimtheUber-guru.HisunconventionalviewsledBusinessWeektodescribehimasbusinessbestfriendandworstnightmare.

Tomdescribeshimselfasaprinceofdisorder,championofboldfailures,maestroofzest,professional

loudmouth(asaspeakerhesaspitteraccordingtothecartoonstripDilbert),corporatecheer-

leader,loverofmarkets,capitalistpig...andcard-carryingmemberoftheACLU.

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