You Cant Teach a Kid to Ride a Bike at a Seminar

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Great book on the Sandler Sales System

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<ul><li><p>Praise for the Sandler Selling System@ </p><p>"I have been using the Sandler Selling System for the past twenty-two years. I attribute much of my success during my career to David Sandler's revolutionary selling system. It's 180 degrees opposite all of the traditional sales philosophies that have been rehashed for years. Will you benefit as much as I have? Read this book, which I believe, based on my own success using the system, will become an instant bestseller in the world of professional selling." </p><p>-C.R. Bedrosian, Director of Sales, </p><p>K'NEX Industries, Inc . </p><p>IIDavid Sandler's book guides you through the buyer-seller dance. He debunks the myth that salespeople must always be closing, and redefines in plain English each stage of the sell cycle. The Sandler philosophy of eliminating mutual mystifi-cation is a refreshing departure from traditional selling approaches. This is a must read for anyone in sales aspiring to higher achievement." </p><p>-Steve Gutzman, Director of Sales, </p><p>Candle Corporation </p></li><li><p> "I have found that by using the Sandler System, selling is fun again. Sandler's approach to selling is necessary for every CEO and sales manager. To think of all the 'unpaid consulting' I gave my prospects for free. If I had only known Sandler ten years ago .... " </p><p>-Vernon Starling, District Manager, Thera-Kinetics </p><p> "We have been frequent purchasers of sales training books and tapes over the years. Although helpful, we have found they do not come close to the amazing results we have achieved from reading this book and working with our Sandler coach. I would highly recommend the Sandler Selling System to anyone in the sales profession. Not only will it increase sales, but will provide the kind of respect a true sales professional deserves." </p><p>, -Michael R. Edwards, President, On-Hold International of the </p><p>Palm Beaches, Inc. </p><p> "David Sandler's book is excellent and long overdue, for both salespeople and service/support people. Our payoff for univer-sally integrating the Sandler System into our culture over t,he last twelve months has been tremendous. Affinitec has seen' a 260 percent increase in individual sales rep performance! We have adopted the communication skills Sandler teaches in our support organization, also with great success." </p><p>-R. Scott Davis, President, Affinitec Corporation </p></li><li><p>"David, I've never met you personally, but I need to thank you. I've been a student of yours for many years. It's your rare combi-nation of humor, chutzpah, irreverence and plant-your-feet de-termination that has not only changed my life professionally (#1 producer out of 500 agents&gt; but in a myriad of ways I never antic-ipated. Thank you for your in-your-face perseverence and your courage and what you unknowingly have taught me through your excellent Sandler trainers nationwide." </p><p>-Martin K. Bayne, New York Long-Term Care Brokers, Ltd. </p><p> II As the largest PIP Printing franchise in the nation, our growth has always been a high priority for us. With Sandler training, our business has grown by 44 percent in less than a year. Great stuff!" </p><p>-Thomas D. Fulner, Vice President and General Manager, </p><p>PIP Printing, Northwest </p><p> "I use the Sandler System every day of my professional ~ife. I would suggest you do a random act of kindness and buy your-self this book." </p><p>-George Wehmann, President, Direct Marketing Resources Group, Inc. </p><p>Raleigh, North Carolina </p><p> "I was tired of sending our salespeople to one-day seminars . every year. We chose Sandler training because it's long term; the salesforce will build cumulatively on their selling skills year after year, because we as a company have a 100 percent belief that what's inside this book is the best system out there on profes-sional selling." </p><p>-Nick Logan, President and CEO, National Equipment LeaSing, </p><p>Winnipeg, Manitoba, Canada </p></li><li><p>YOU CAN'T </p><p>TEACH A KID </p><p>TO RIDE A BIKE </p><p>AT A SEMINAR THE SANDLER SALES INSTITUTE'S 7-STEP SYSTEM FOR SUCCESSFUL SELLING </p><p>(f)BAYHEAD ~ Publishing, Inc. </p></li><li><p>Fourth Printing, February, 2003 Third Printing, October, 2000 Second Printing, April 1999 Bay Head Publishing, Inc. ISBN 0-9671799-0-4 CIP data is available </p><p>First published by Dutton, an imprint of Dutton Signet, a division of Penguin Books USA Inc., November 1995 First Printing, September 1996 10 9 8 76 5 4 3 2 1 ISBN 0-525-94195-9 CIP data is available </p><p>Copyright David H. Sandler, 1995 All rights reserved </p><p>S Sandler Sales Institute (with design), Sandler Sales Institute, Sandler Selling System and Negative Reverse are registered service marks of Sandler Systems, Inc. Wimp Junction is the service mark of Sandler Systems, Inc. and Terry Slattery. </p><p>Printed in the United States of America Set in Palatino Designed by Stanley S. Orate/Folio Graphics Co., Inc. </p><p>Without limiting the rights under copyright reserved above, no part of this publication may be reproduced, stored or introduced into a retrieval system, or transmitted, in any form, or by any means (electronic, mechanical, photocopying, recording or otherwise), without the prior written permission of both the copyright owner and the above publisher of the book. </p></li><li><p>For ECS </p></li><li><p>CONTENTS </p><p>I Five Steps to Help You Master the Selling Dance 1 </p><p>2 What I Did After the Cookie Crumbled 15 3 The Evolution o~ a Training Program </p><p>That Will Teach You to Succeed in Sales 29 </p><p>4 Conditioning Yourself for Success in Sales 51 </p><p>5 Break the Rules and Close More Sales 6~ I </p><p>6 What You Know Can Hurt You, So DummyUpr 77 </p><p>7 Can Asking Questions Be the Answer? 89 8 Negative Reverse Selling: The Most </p><p>Potent Sales Technique of All 103 </p><p>9 "Good Morning, Sir, Is That Your Sailfish?" 117 </p><p>10 Don't Do Anything Unless You Know Why You're Doing It! 131 </p></li><li><p>x Contents </p><p>1 1 Stop Selling Features and Benefits 145 12 Rude to Discuss Money? I Don't </p><p>Think So! 155 </p><p>13 Qualify Your Prospect's Decision-making Ability 173 </p><p>14 Fulfill the Contract and Let the Prospect Close the Sale 185 </p><p>15 Don't Let Buyer's Remorse Sink Your Sale 195 </p><p>16 Getting the Angle on Success 201 Index 221 </p></li><li><p>You ,CAN'T TEACH A KID TO RIDE A BIKE AT A SEMINAR </p></li><li><p>FIVE STEPS TO HELP Yau MASTER THE SELLING DANCE "If you don't have a selling system of your own when you are face-to-face with a prospect, you will unknowingly default to the prospect's system . .The. prospect's system never says: 'Sold.' It says: 'Salesperson loses.' " 0 A V I 0 H. SAN 0 L E R </p><p>No matter what business you're in, or which profession you practice, if you need to sell something to make a living, or if you rely on others to sell for you, I've got something important to tell you: You can't teach a kid to ride a bike at a seminar! </p><p>If you're interested in learning a proven system of pro-'fessional selling, one that will help you feel good about saying that you sell for a living, and one that will teach you how not to sacrifice your self-esteem and dignity in front of a prospect, I guarantee you that you'll benefit from read-ing You Can't Teach a Kid to Ride a Bike at a Seminar. I am convinced that the material in this book will help you. But </p></li><li><p>2 You Can't Teach a Kid to Ride a Bike at a Seminar </p><p>if you read it and decide that I'm wrong, simply call to tell us, and we'll buy the book back. </p><p>Let's go back some years to when you learned how to ride a bike. You didn't jump on a two-wheeler and take off, did you? If you were like most kids, you first had to learn how to ride the bike. You needed to acquire techniques and then practice mastering them. You had to balance yourself on the bike, and then manipulate the bike so it responded to your needs. You had to visualize yourself riding that bike. Eventually, if you were to succeed at learning how to ride a bike, you and the bike had to become one. </p><p>The first time you sat on your bike, training wheels probably helped keep you from tipping over. You practiced I riding day after day, balancing the bike while negotiating turns and bumps in the road. Even with training wheels, you fell off once in a while, right? But you continued to try to master the bike. </p><p>One day, even before you w~re an accomplished rider, you removed the training wheels, and you advanced to the next level of bike riding. At first, you felt jittery riding with-out the support of, training wheels, but your friends were now riding solo, so it was time for you to take the plunge, too. And you did, although it took some self-talk to coax you to do it. Did it matter to you that some kids needed more time than others to learn to ride a bike? No! You had to ride that bike now. </p><p>Fortunately, you had someone, perhaps your father or mother, who steadied the bike for you while you practiced. You needed their guiding hand and their words of encour-agement to keep the bike moving. You were thankful to have someone to grab the back of the seat of your bike and balance you as you pedaled the bike across the driveway or the sidewalk. As you built up speed, the steadying hand let go. And what happened? </p><p>You fell off! Ouch, that hurt. Sometimes it hurt so bad you cried. Some days you thought it was impossible to learn to ride a bike. But you kept trying, if for no other reason than to keep up with your friends. Then one day, </p></li><li><p>Five Steps to Help You Master the Selling Dance - 3 </p><p>you sat on the se~,~i,:-g!~~pped theh~n.dl~bars of that bike, and pedaled all by yourself! </p><p>Almost like magic, you conquered the art of riding a bicycle. You and the bike had become one. Your. body learned the right moves. Your head, hands, and eye coordi-nation all worked together, and to someone who didn't know any better, it looked as though you had been riding a bike all your life. </p><p>Occasionally, you still fell off, or you ran into a tree or a parked car, but there was never any doubt now about your ability to ride. You knew you could do it. You knew you could be good at it. All you had to do was practice, practice, practice. Master the techniques, improve yout: skills, and you'd never forget how to ride a bike. All you needed now was a little time. </p><p>Learning how to sell professionally is a lot like learning how to ride a bicycle. People don't learn to sell at a semi-nar, but the reinforcement training of a seminar is helpful. Nor do people learn how to sell from tapes, books, and videos, but these, too, are useful tools, like training wheels, or a balancing hand. </p><p>To conquer the art of professional selling, you need to learn a system. You need to master techniques (but not tra-\ ditional sales techniques), and you need to be nurtured and I supported, not for a day or two, but for months, if not years. Selling professionally requires modification of your behavior and the altering of preconceived ideas that have been ingrained in the minds of both salespeople and pros-pects for centuries. Selling professionally is a process. You can't conquer the process overnight. You can't conquer it without reinforcement training. And no two people will learn the system in the same period of time. </p><p>Unfortunately, many people believe there's a shortcut to learning how to sell professionally. By the tens of thou-sands, these are the people who every year attend seminars and buy books and tapes that are produced by self-ap-pointed sales training experts who entertain, but don't teach. Some of these experts are playing off the notoriety </p></li><li><p>4 You Can't Teach A Kid to Ride a Bike at a Seminar </p><p>they gained in a profession other than sales. You see them. on cable television walking on hot coals, and you can meet them once or twice a year when their seminars arrive in town: If they teach anything at all, it's traditional sales technology jazzed up for modem times. And it doesn't work anymore! These entertainers have gleaned informa-tion from antiquated books about selling, and they extoll their shtick to uncritical but often desperate people who accept it as factual, time-tested, sure-to-win sales tech-nology. </p><p>What happens as a result? Nothing. Sooner or later, most of these people fall off the bike. Most never get up and try again. For a.day or two following a seminar, there's a feel-ing of euphoria, and a guffaw during lunch about one of the entertainer's stories, but long term benefits do not occur. Consider, for example, the message of a popular sales entertainer who explains his favorite technique for making cold calls, the most baneful of sales practices. "Simply say to yourself over and over again: 'I love it! I love it! I love it!' right before you go through a strange door. It will work every time!" </p><p>Really? It never worked for me. And I tried it. If you try it, it won't work for you either. Since the late 1960's, the Sandler Sales Institute has interviewed thousands of sales-people about cold calling, as well as many related topics. Those people who professed they liked making cold calls turned out to be the people who never made any! The real "cold-callers" summed up their opinion of cold calling in this visual image: Okay, Christians, the lions are ready! So much for the professed experts. </p><p>In all fairness, salespeople must assume responsibility for what has happened to our profession, and to us, through the years. We continue to reward the entertainers for their song and dance. We continue to seek the easy way out, the overnight success, that once-in-a-lifetime seminar that will reveal the secrets to a rich and rewarding career in professional. sales. By so doing, we've allowed sales </p></li><li><p>Five Steps to Help You Master the Selling Dance 5 </p><p>trainers to strip Uf? ~8(;~!lrl~ghtsl al;l4 to,.{illour heads with much that is wrong about the process of selling. </p><p>For example, sales trainers have promulgated the idea that it's a salesperson's duty to sell by the numbers. Give presentation after presentation to anyone who will listen, and eventually someone will buy! I'm prepared to tell you that's all wrong. There's no self-esteem in that kind of sell-ing. In fact, it's 'not selling. It's clerking. And it doesn't work anymore. </p><p>Contrary to popular sales training principles, you do not have to give presentations to everyone who will listen to succeed as a salesperson. Nor do you have to perform a dog and pony show. You don't have to roll over like a puppy dog and say the customer is right. You don't have to be subservient. You don't have to forfeit your self-esteem. You don't have to fake enthusiasm about your product or service. In fact, you don't have to be enthusiastic at all! </p><p>And hear this: You don't have to lie. You can tell your mother and your children that you are </p><p>a salesperson and never feel embarrassed. To succeed in sales, you must observe only five rules. </p><p>You must: ( - Qualify your prospects; - Extract your prospect's "pain"; - Verify that the prospect has money; - Be sure the prospect is a decision maker; and - Match your service or product to </p><p>the prospect's II pain." </p><p>That's it. Learn those five rules and you'll master the art of professional selling. </p><p>When a salesperson and a prospect begin what I call the II selling dance,"there are always two systems at work: the prospect's system and the salesperson's system. </p><p>In th...</p></li></ul>

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