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HOW TO SELL ANYTHING TO ANYBODY JOE GIRARD

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About the Author _ The Worlds greatest salesman - The Ginness book of Records named him , twel e times !"mber #ne Positi e Thinker - $r% !orman &incent Peale , a"thor of The 'ower of 'ositi e thinking Introduction:(alesmen are made, not born% )f ) did it, *o" can do it% ) g"arantee it sa*s +r ,oe Girard, % #n ,an"ar* 1 st 1-./, ,oe Girard 0"it selling cars% $"ring his fifteen- *ear of selling 1ars 21-33 4 1-..5 he sold 13661 cars at retail% +ost of his time is now s'ent in writing books and col"mns, gi ing lect"res, sales rallies and cons"lting% )n this book the a"thor describes his own life e7'erience of how he became the n"mber one salesman in the world% (ome salient 'oints from his abo e book are gi en below8 -

1 Winnin B!ood!e"" #ictorie" When a salesman sells there is no loser% 9oth the b"*er and the seller win if its a good sale% )f *o" think the sale ends when ,like the* sa* in the car b"siness , *o" see the c"stomers taillights,*o"re going to lose more sales than *o" e er dreamed of% 9"t if *o" "nderstand how selling can be a contin"ing 'rocess that ne er ends, then *o"re going to make it the big time% We are talking abo"t a"tomobiles% Peo'le b"* them abo"t e er* three or fo"r *ears and e en less often among the middle and working 4class 'eo'le who were most of m* sales% )f *o" are selling clothes or boo:e or things that 'eo'le b"* a lot more often, getting them back again and again is e en more im'ortant% 9"t it is harder to do with cars% (o if ) can show *o" the wa*s ) ke't 'eo'le coming back to b"* cars from me, *o" know its going to mean e en more sales for *o" if *o" are selling these other kinds of 'rod"ct and ser ices where s"ccess de'ends e en more on bringing them back again% ) g"arantee *o" that m* s*stem will work for *o", if *o" "nderstand it and follow it% ) looked at selling sit"ations and c"stomers in different wa*s than ) once did% This means that ) ha e changed m* attit"de abo"t a lot of as'ects of m* 'rofession% Whate er *o" are selling, there is 'robabl* somebod* else o"t there one e7actl* like it% !ot 'robabl*% )t is a fact% )t is er* com'etiti e world% )t is a

er* to"gh 'rofession we ha e chosen, b"t if we choose to deal with it as 'rofession with r"les and standards and 'rinci'les, it can be made to 'a* off in financial and emotional satisfaction% The ;irst thing *o" had better know 4 if *o" dont know it alread* 4 is that this is not alwa*s a nice world% 1om'etition is a to"gh game, b"t e er*bod* com'etes with e er*bod* else for e er*thing *o" and the* want% (tick with me and *o" will see what ) do mean% <o" will see how *o" can change 'eo'le b* selling them the right wa*, m* wa*, and wind "' with their mone* and their friendshi'% )n fact, if *o" dont get both their mone* and their friendshi', *o" are not going to be in b"siness er* long% $ The W%& to Winnin Attitude" The onl* wa* to ha e the right attit"des is to know what the wrong ones are and how *o" got them and wh* *o" kee' them% ) am going to take *o" ste' b* ste' thro"gh m* disco er* of the wa* to change from a loser to winner% )=ll show *o" how to b"ild in attit"des of a s"re winner and how those attit"des led me to the de elo'ment of m* s*stem% >nd remember this8 Those attit"des and that s*stem ha e made me the Worlds greatest salesman% Page ? of 13 '( It A!! Be in" )ith W%nt What ) had to do was teach m*self to concentrate on what ) was tr*ing to sa* and sa* it slowl* and caref"ll*% @earning to o ercome st"ttering was one of the most im'ortant things that ha''ened to me when ) started selling% 9eca"se it made me think abo"t what ) was tr*ing to sa* and what ) sho"ld sa* and what 'eo'le wanted to hear% That is something that e er*bod* who sells sho"ld do all time of co"rse% ) also learned some of the f"ndamentals of comm"nication, beca"se ) learned to listen and to 'lan e er* word ) said caref"ll*% )t all begins with want% !obod* can be a great salesman witho"t wanting% Wanting something er* m"ch% >nd the more *o" want, the more *o" dri e *o"rself to do what it takes to sell% Anowing what *o" want will 'ower *o"r dri e%

* The +u"to,er I" % Hu,%n Bein @et "s take a look at the wa* we 'ercei e c"stomers, and at what the* reall* are% ;irst of all, the* are 'eo'le, h"man beings with the same kinds of feelings and needs that we ha e, e en tho"gh we tend to think of them as a different breed% Where ) sell most of the 'eo'le who come in to b"* cars are working classes, and the* work hard for their mone* 4 er* hard% >nd most of them, whate er mone* the* s'ent with "s is mone* the* wont ha e to s'end on something else the* want and need% The thing to remember is that when a c"stomer comes in, heBshe is a little scared% That 'erson is 'robabl* there to b"*% There are a lot of sho''ers in the world% 9"t mostl* the* are interested in what *o" are selling% )nterested eno"gh to be con erted into b"*ers, e en when the* are sho''ing% 9"t the* are scared% The* are scared of 'arting with C 36 for a 'air of shoes, C166 for a s"it, or CD666 for a car% That is mone* and it comes hard% (o the* are scared% (cared of *o" too, beca"se the* all know or think the* know that the salesmen are o"t to get them% The* all think the* know that the* are not going to get what the* want at the 'rice the* o"ght to be 'a*ing% That scares them% The B!ood!e"" W%r 1% What we do e er* da* of o"r working li es is a kind of war% The* think we are tr*ing to '"t something o er on them, and we think the* are there to waste o"r time% 9"t if *o" lea e it at that, *o" are in tro"ble%

The* are h"man beings who work hard for their mone* and gen"inel* interested in b"*ing something from *o"% That has to be the first basic ass"m'tion abo"t e er*bod* *o" meet% )f *o" "nderstand what is going thro"gh that c"stomers head, *o" can win that war and t"rn it into a al"able e7'erience for both *o" and *o"r c"stomer% <o" can do that b* o ercoming *o"r c"stomers initial fear and scoring a ictor*, that is, making a sale% Ee sho"ld feel that he has s'ent his time well, that he has s'ent his mone* well% > good sale is one where the c"stomer goes o"t with what he came in for, at a good eno"gh 'rice so that he tells his friends, his relati es, and his coworkers to b"*%

Those c"stomers are the most im'ortant thing in the world to "s, to each of "s% The* arent interr"'tions or 'ain in the ass% The* are what we li e on% >nd if we dont reali:e that, as a hard b"siness fact, then we dont know what we are doing% ) am not talking some of them% ) am talking abo"t all of them%

- Gir%rd." L%) o/ $-0 Page 3 of 13 1% @et me e7'lain to *o" what ) call Girards @aw of ?D6% > short time after ) got into b"siness, ) went to a f"neral home to 'a* last res'ect to the dead mother of a friend of mine% >t 1atholic f"neral home, the* gi e o"t mass cards with name and 'ict"re of the de'arted% ) ha e seen them for *ears, b"t ) ne er tho"ght abo"t them till that da*% #ne 0"estion came "' into m* head, so ) asked the "ndertaker Eow do *o" know how man* of these to 'rintFG% Ee said )ts a matter of e7'erience% <o" look in the book where 'eo'le sign their names, and *o" co"nt, and after a while *o" see that the a erage n"mber of 'eo'le who comes is ?D6%G > short time later, a Protestant f"neral director bo"ght a car from me% >fter the close, ) asked him the a erage n"mber of 'eo'le who came to see a bod* and attend the f"neral% Ee said >bo"t ?D6G% Then one da*, m* wife and ) were at a wedding, and ) met the man who owns the catering 'lace where the rece'tion took 'lace% ) asked him what the a erage n"mbers of g"ests at a wedding were, and he told me, >bo"t ?D6 from the brides side and ?D6 from the grooms side%G ) g"ess *o" can fig"re o"t what Girard=s @aw of ?D6 is, b"t ) will tell *o" an*wa*8 H er*one knows ?D6 'eo'le in his or her life im'ortant eno"gh to in ite to the wedding and to the f"neralF 1an *o" afford to ha e I"st one 'erson come to see *o" and lea e sore and "nsatisfiedF !ot if I"st an a erage 'erson infl"ences ?D6 others in the co"rse of his or her life% !ot if a lot of the 'eo'le *o" deal with e er* da* deal with a lot other 'eo'le e er* da*%

Peo'le talk a lot to other 'eo'le abo"t what the* b"* and what the* 'lan to b"*% #thers are alwa*s offering ad ice abo"t where to b"* what and how m"ch to 'a*% Thats a big 'art of the e er*da* life of ordinar* 'eo'le% 1an *o" afford to Ieo'ardi:e I"st one of those 'eo'leF (o when *o" t"rn awa* one, with anger or a smart-ass remark, *o" are r"nning risk of getting a bad name among at least ?D6 other 'eo'le with mone* in their 'ockets who might want to gi e some of it to *o"% This is a b"siness attit"de that *o" had better de elo' and kee' in *o"r head e er* working ho"r of e er* da*, if *o" dont want to be wi'ed o"t b* Girards @aw of ?D6% H er* time *o" t"rn off I"st one 'ros'ect, *o" t"rn off ?D6 more% 1 Don.t Join the +!ub( Remember8 )t is *o"r b"siness, no matter whom *o" work for or what *o" sell% >nd the better *o" b"ild it, the more the 'eo'le *o" sell become *o"r c"stomers% H er* min"te *o" s'end looking for wa*s to a oid working costs *o" mone*% 9"t if *o" are 'art of that cl"bb* gro"' of salesmen hanging aro"nd the front door, *o" are not "sing what *o" know, beca"se *o" cant make mone* hanging o"t with the bo*s% >mong the fa orite to'ics of con ersation of salesmen in m* b"siness are which dealershi' is best, whats wrong with the 'lace the*re working at, and how it is better somewhere else where their friend works% 9"t ) ha e sta*ed in the same 'lace all these *ears beca"se what co"nts most is how *o" work, not where *o" work% The message )m tr*ing across is this8 $ont Ioin the cl"b% >nd if *o" are in it, ease *o"r wa* o"t, beca"se it will enco"rage other bad habits and wrong attit"des% Dont join the club. Instead use all your time to make opportunities.

2i!! the Se%t" on the 2erri" Whee! Page J of 13

3%4e Sure E5er&bod& 6no)" Wh%t You "e!! That so"nds like 'rett* elementar* ad ice, and ma*be *o" e heard it too man* times alread*% 9"t ) ha e r"n into a lot of salesmen who ne er tell 'eo'le 4 other than close friends and relati es 4 what the* do for a li ing% )f *o"r sales are to b"siness or ind"str*, *o" ma* think this is not im'ortant or that it cant hel' *o"% ) sa* it can% Remember the law of ?D6% Peo'le are alwa*s talking abo"t whom the* know and what the* do% ) know of a salesman who sold a C1?6,666 com'"ter ser ice beca"se a friend told another friend abo"t him% ) belie e that e er* sales'erson o"ght to be 'ro"d of his or her 'rofession% (o make s"re e er*bod* knows *o"re a salesman and the* know what *o" sell% 7 Gir%rd8" Too!bo9( ) had to name the tools that work best to b"ild m* b"siness, the list wo"ld 'robabl* not s"r'rise *o" b* this time% )t wo"ld ob io"sl* incl"de the tele'hone, m* files, the mail, m* b"siness cards and m* birddogs% (atisfied c"stomers are the best bet for f"t"re sale% ) "se a diar* to remind me when to call back long-term 'ros'ects% St%rt Bui!din Your 2i!e No)( When *o" make *o"r own card file, '"t down e er*thing *o" notice abo"t a c"stomer or a 'ros'ect% ) mean e er*thing8 kids, hobbies, tra els, whate er *o" learn abo"t the 'erson, beca"se the* gi e *o" wa*s to talk to the 'ros'ecti e c"stomer abo"t things in which he is interested% >nd that means *o" can disarm him b* leading him into s"bIects that take awa* his mind off what *o" are tr*ing to do, in which of co"rse is to trade him *o"r 'rod"ct for his mone*% There is nothing more effecti e in selling an*thing than getting the c"stomer to belie e, reall* belie e that *o" like him and care abo"t him% )f *o" ha''en to know the birthda* of a c"stomer, his wife, and his kids, *o" will ha e them in *o"r 'ros'ect file% <o" can imagine the im'act if *o" send them birthda* cards% )f *o" are selling an*thing more al"able than groceries or necktie, the cost of doing that will be more than 'aid for b* the wa* it reminds them of *o" in the most fa orable light%

A S,%!! but :o)er/u! Se!!in Too! ,"st e er* salesman has b"siness cards% 9"t ) know a lot of them who dont go thro"gh a bo7 of D66 in a *ear% ) go thro"gh that man* in a good week% ) hand them o"t where er ) am% ) lea e them with the mone* when ) 'a* the che0"e in resta"rants% ) ha e e en been known to throw cards o"t b* the handf"l d"ring big moments at s'ort e ents% <o" ma* think that this is strange beha ior, b"t ) am certain that it got me some sales% ) ha e lot of interest in b"*ing from me, beca"se throwing cards is an "n"s"al thing to do, and 'eo'le dont forget thing like that% The 'oint is that where er there 'eo'le, there are 'ros'ects, and if *o" let them know *o" are there and what *o" do, *o" are b"ilding *o"r b"siness%

Page D of 13 Tr& to Se!! E5er&bod& You T%!4 To )t is like 'assing o"t cards to e er*bod* *o" meet or do b"siness with% (omebod* needs a car, and *o"r card can get handed aro"nd a lot "ntil it gets to somebod* who is in the market at that moment% >nd there is *o"r sale% What do cards costF Practicall* nothing% (a* C- a tho"sand% 9"t if *o" get onl* one sale for e er* tho"sand cards *o" 'ass o"t, the cost doesnt mean a thing, beca"se the odds are o erwhelming on *o"r side% Hffecti e "se of b"siness cards 4 which means carr*ing b"nches of them all the time and gi ing them o"t e er*where 4 is one of the chea'est b"siness b"ilding tools *o" can ha e% #% A%, b"t b"siness is not lo e 4 it means mone*% !ow s"''ose that e er* one of those ?D6 'eo'le who like *o" and ha e *o"r card also ha e an incenti e to get other 'eo'le b"* from *o" 4 an incenti e like mone* or free dinner or free ser ice% That is basicall* what ) mean when ) talk abo"t birddogs% <o" can fig"re o"t a lot of wa*s of '"tting that combination

together *o"rself to b"ild winners% 9"t were going to talk abo"t the wa*s ) ha e b"ilt m* birddog s*stem to the 'oint where it 'rod"ces ma*be DD6 car sales for me e er* *ear at er* small o"t-of-'ocket cost% )f *o" ha e a tele'hone, a mailbo7, a 'en, a file of 'ros'ects, and b"siness cards, *o" ha e the most al"able tools in the world for doing b"siness% ) g"arantee *o" that the 'ro'er "se of these sim'le tools can make *o" a star selling 'rofessional% Fill your toolbox-and use it all the time ;0 Getting The, to Re%d the 3%i! I/ The& Bou ht Be/ore< The& %re &our Be"t :ro"=ect" No) The mail ma* be *o"r most im'ortant means of contacting *o"r 'ros'ects and c"stomers on reg"lar basis% The to' 'eo'le on *o"r list, the ones who ha e bo"ght from *o" before and are satisfied with the relationshi', will more than 'a* for the e7tra effort and mone* it takes to attract their attention% Those 'eo'le will come back to *o" if kee' reminding them that *o" e7ist, in a nice wa*% +a* be *o" ha e onl* ?66 or 366 of those 'ros'ects% <o"r time is limited and *o"r mone* is limited% (o *o" are making an in estment in mailing that 'ro ide *o" with 'ersonal le erage% 9* making effecti e "se of *o"r time and mone* in 'lanning and e7ec"ting attracti e, 'ersonal mailings, *o" get the ne7t best thing8 <o" get something of *o"rself into their homes, ca"sing them to remember *o", and, at the right time, b"* from *o"% That is the kind of high- 0"alit*, 'ersonal in estment le erage we sho"ld tr* for all the time in the selling 'rofession% Get your name in front of your prospects whenever you can their homes. ;; Huntin )ith Birddo " !obod* in the b"siness is so good at it that he cant "se hel'% )ll take all the hel' ) can get, and )ll 'a* whate er it is worth to get it% +a* be *o" dont "se the term birddog,G b"t whate er *o" call them, the* are 'eo'le who send other 'eo'le to me to b"* cars% >nd ) 'a* them for those sale- C?D a'iece- b"t not "ntil the* are sold% ) ha e a strict r"le abo"t 'a*ing birddogs% ) 'a* them% ) dont stall them% and !et it into

6ee= Your :ro,i"e The&8!! Lo5e &ou /or It( The 'oint is that when *o" ha e told 'eo'le *o" will 'a* them for a sale, *o" ha e made them a 'romise% <o" ha e gi en them *o"r word% )f *o" stiffG them, *o" become a liar and a cheat% Tr* that on ?D6 'eo'le and see what ha''ens% Where do ) find birddogF ) find them in the same wa*s that *o" will% ) am going to tell *o" in detail how ) get them and kee' them%

E5er&bod& +%n Be Your Birddo ( Page 3 of 13 The 'rocess started for me with the 0"estion8 Whom do ) know that wo"ld like to get C?D for sending me a saleF ) dont know an* Rockefellers, b"t ) know some 'eo'le who earn 'rett* big mone*, and ) cannot think of an*bod* ) know who wo"ld be glad to 'ick "' e7tra C?D for sending me a c"stomer% ) once 'aid to a fee to a brain s"rgeon whose biggest mone* 'roblem is storing it% >nd ) ha e se eral ministers who send me a lot of C?D b"siness% When a make a sale and the c"stomer takes deli er* of his car, the last thing ) do as he dri es o"t is '"t a stack of m* b"siness cards along with the one that e7'lain m* birddog arrangement in the glo e com'artment of the car% > few da*s later, when he gets m* thank 4 *o" card, he also gets another stack of cards% Ee is now a birddog% Ee is also on m* mailing list, so at least once a *ear he gets a mailing that incl"des m* birddog recr"iting kit as a reminder that m* offer is still good% > satisfied c"stomer is ob io"sl* an eas* so"rce of other b"siness% )f m* deal was good eno"gh for him, it o"ght to be good eno"gh for his friends and his relati es, he has to fig"re% That goes to an*bod*% 9"t when ) find that m* c"stomer is somebod* who is a leader, somebod* that other 'eo'le listen to, ) make an e7tra effort to make him a good deal and to recr"it him as a birddog% (ometime 'eo'le wont take mone* from me for sending me sales% )t bothers them for lots of reasons% )n some cases, the* reall* are gratef"l to me for gi ing them a good deal on their own car, so the* think ) ha e done eno"gh for them and the*re glad to send other 'eo'le to me% > few of those 'eo'le e en ret"rn the C ?D che0"e when ) send it to them% )f the* do, ) call them and a'ologi:e for whate er is bothering them% 9"t that does not ha''en too often, *o" can bet, beca"se C?D is C?D%

There are some 'roblems with 'a*ing 'eo'le cash% )n some 'laces, it is against law% 9"t ) do know that in a lot of 'laces *o" can gi e 'eo'le gifts or free ser ices where *o" cant gi e them cash% What is necessar* in de elo'ing a big and effecti e s*stem of birddogs is to make it worth their while% ) ha e fo"nd that C?D or its e0"i alent is the minim"m amo"nt that will work on most 'eo'le% @ess than that, and there will onl* be a trickle of e7tra b"siness% 9"t ) dont want 'eo'le to feel g"ilt* abo"t getting 'aid for doing me a fa or% ) want them to feel rewarded and ) want to feel obligated, b"t ) dont want them to feel g"ilt*% +ostl* the* dont, tho"gh, it is not a big 'roblem% Ho) to :%& I/ The& Won8t T%4e +%"h When 'eo'le tell me that the* dont want to be 'aid cash for sending me sales, ) handle it in a different wa*% )f somebod* is sent in a b* a birddog, ) make it a 'ractice of 'hone the birddog and thank him and tell him that ) am '"tting his C?D che0"e in the mail% )f he sa*s he is not allowed to acce't mone* beca"se of some em'lo*er r"le for an* other reason, ) tell him that ) wo"ld like to do something else nice for him% Then ) contact a good resta"rant in $etroit where ) know the management, ) ask them to send m* birddog a card entitling him and his wife to be m* g"est for dinner% #r if he is not the sort who wo"ld like that, ) ma* send him a note telling him that he can bring his car into o"r 'lace for a certain amo"nt of free ser ice% ) offer these ideas to *o" as wa*s of getting aro"nd whate er legal or other 'roblems *o" ma* ha e in *o"r area that wo"ld sto' *o" from 'a*ing cash for *o"r birddog b"siness% +ostl*, tho"gh, ) ha e fo"nd that if ) send somebod* a check at his home address, there is no 'roblem% !ow ) reali:e that in some fields its not ethical to reward a birddog financiall*, b"t thats no reason to "se them% When *o" ask a c"stomer for a referral *o"re act"all* doing him a fa or% Eeres how% +ost 'eo'le like to hel' othersK the* enIo* 'assing along a good ti' abo"t a great deal or a nice salesman% )f *o" treated them right the*ll be ha''* to tell their friends abo"t *o"% )f the friend also b"*s, it gi es the original c"stomer a good feeling that he was able to hel' a friend% >lso, almost e er*one feels a need to toot his own horn now and then% 9ragging abo"t what a good deal the* got fills that need% When a friend b"*s on their recommendation it reinforces their belief in their own good I"dgment% @ets face it, *o" and ) do the same thing for the 'eo'le we like 4 o"r doctor, dentist, barber and 'ainter% (o wh* hesitate to ask others to hel' *o" b"ild *o"r b"sinessF <o" both benefit%

Page . of 13 Bird-do in Your Birddo " #nce *o" ha e made contact and ha e 'assed the word abo"t the fee *o" 'a* and left them with *o"r cards, *o" still ha e to kee' in to"ch% When things are slow and ) ha e some s'are time, ) am likel* to go thro"gh m* birddog file I"st to see who has not been sending me an* b"siness% Then ) will call "' and shoot the bee:e and ask how come ) ha e not been sending them an* C?D checks latel*% The* ma* I"st ha e forgotten% )f the* were new birddogs, the* ma* not got into the habit of s"ggesting b"*ing a new car from me% (ome of m* birddogs stead* stream of 'ros'ects, beca"se the* sense o''ort"nities whene er the* arise% #thers need to be 'rodded at the beginning of the relationshi', and e en long afterward% )t is a matter of how eas* or how hard it is other 'eo'le to de elo' the habit of reacting at the right moment to earn that e7tra C?D from me% H er*bod* has to de elo' new habits% )t took me a while to de elo' the sense of who can 'rod"ce e7tra b"siness for me% ) kee' finding 'eo'le all the time, beca"se ) ha e learned to look for 'eo'le all the time, where er ) am% ) go to m* health cl"b after b"siness ho"rs, and ) make s"re that the locker room attendant and the masse"r know what ) do and ha e some of m* cards% ) dont make big thing o"t of it, and ) get b"siness from other members witho"t birddogs% 9"t *o" alwa*s ha e to watch for o''ort"nities, and sometimes there are certain kinds *o" might not e7'ect in ad ance% A 2reebie Th%t Wor4" /or You > lot of time *o" will be a''roached b* 'olice and sheriffs and firemen to b* tickets for their social f"nctions% H en the mailmen ha e them in some 'laces% ) am s"re *o" ha e the sense not to t"rn down 'eo'le like that for a lot of reasons, es'eciall* if *o" are in b"siness% 9"t ) ha e fo"nd that the* make first-rate birddogs% (o when ) get the chance, )ll b"* their tickets and offer them a stack of m* cards and tell them abo"t m* C?D 'olic*% The same works for fraternal organi:ations% When their 'eo'le come aro"nd selling ads in their 'rogram books of their affairs, ) alwa*s b* an ad% 9"t ) dont go for those reads8 1#+P@)+H!T( #; > ;R)H!$% +ine alwa*s sa* something like that read8 9H(T W)(EH( ;R#+ ,#H G)R>R$, +HR#@@)( 1EH&R#@HT% ) send a stack of cards to the 'erson who solicited the ad% >nd if ) ha e the time, ) go to their f"nctions, beca"se the* are good 'laces to meet 'eo'le and let them know what ) do for a li ing% ) know that a lot of other 'eo'le,

incl"ding dentists and ins"rance salesmen, do the same thing% 9"t that onl* 'ro es that it is a good wa* to b"ild *o"r b"siness% >n*bod* talks to other 'eo'le e er* da* in his work can be birddog% >nd kee' in mind es'eciall* those 'eo'le who traditionall* dont make m"ch mone*% ) ha e heard other salesmen com'lain sometimes abo"t birddogs when the* first start to "se them% #ne fellow said to me, ) started gi ing o"t cards a month ago, and ) ha e not got a single sale from an* of them%G +* answer is alwa*s the same8 "ust be patient. #ou have planted the seeds. "ust keep on plantin!. $here will be plenty to harvest. @ast *ear, as ) said, ) sold abo"t DD6 cars thro"gh birddogs% > lot of salesmen wo"ld ha e been ha''* to ha e that as their total sales for the *ear% >nd ) dont know how man* c"stomers ) sold thro"gh word of mo"th that started with cards ) 'assed o"t to birddogs% The chain is endless if *o" kee' it going% >nd the cost is almost nothing, beca"se it is all e7tra b"siness% %ayin! &'( can make you hundreds) but you really have to pay it to !et that payoff. ;$ 6no)in Wh%t You8re Doin %nd Wh& You Don8t H%5e to +!o"e Better to Se!! 3ore Remember that we ha e been talking abo"t 'lanting and har esting% We ha e been talking abo"t the odds and 'robabilities of b"siness% !ow there is no wa* *o" can do"bt that if *o" do e er*thing in the face-to-face selling sit"ation e7actl* the wa* *o" ha e alwa*s done it before, *o" will sell a lot more if *o" do it a lot more% We are now talking abo"t nothing abo"t 0"antit*%

Page / of 13 ) am deadl* serio"s% )f *o" get twice as man* 'eo'le to come to *o" e er* da*, *o" will sell twice as man* 'eo'le *o" "sed to% )f *o"r normal 'ace to sell D6 'ercent of *o"r c"stomers, and *o" ha e two a da*, *o" get one sale 'er da*% That is basic arithmetic% <o" dont ha e to ha e high school di'loma to fig"re that o"t% 9"t now lets go to some bigger n"mbers% )f *o" get fo"r c"stomers a da* and do the same thing as before, *o" still sell onl* half of them% 9"t now *o" will be getting two sales a da*% <o" ha e I"st do"ble *o"r o"t'"t% <o" think ) am tr*ing to be f"nn*, b"t ) am not% ) am deadl* serio"s, as ) said before% Well, let me tell *o" something8 <o" can kee' it "'% ;or s"re, *o" can

get more 'eo'le to come in to see *o"% >nd e en if the* onl* b"* as often and as m"ch as before, *o" will be on a 'ermanent hot streak com'ared to *o"r "s"al ol"me% Eow to boost *o"r kill rateL is another stor*, and well get to some 'art of it% Wor4 S,%rt- Not H%rd ) am not Ioking% What ) am sa*ing is that the wa* to get the Iob done is to decide what it is 4 e er* da*% ) mean *o" m"st 4 ) dont sa* sho"ld- take some time e er* morning and decide what *o" are going to do that da*% Then *o" m"st do it% $ont get me wrong% ) am not sitting here and 'reaching abo"t glories of hard work% ) dont belie e in hard work% ) belie e in smart work% ) belie e in effecti e work 4 work that works% Lo"e One D%& But Not $-0 9"t ) want to sa* one thing abo"t m* work sched"le% )f ) get "' in the morning and feel de'ressed for some reason and ) cant shake it, ) ma* decide not to go to work at all% >nd ) dont recommend not working as a wa* to b"ild b"siness% 9"t sometimes *o" know *o" I"st arent going to be worth an*thing on the Iob% )f *o" go in on that da*, *o" ma* wind "' making a bad mistake or getting into fight with somebod* that *o" cost *o" ?D6 'eo'le% )f *o" reall* are con inced that *o" wont do an*bod* an* good b* going to work for a morning or an afternoon or a whole da*, then dont do it% 9eca"se *o" dont want to carr* dissatisfaction of an* kind into *o"r 'lace of b"siness% The* can be like a contagio"s disease% )f those feelings kee' "' more than a da*, *o" ha e got 'roblems that ) cant hel' *o" sol e% 9"t if the* ha''en I"st once in a while, then 'lan *o"r da* to do something else% #ne s"re wa* to get o er the dissatisfaction of a bad da* is to re iew that da* and tr* to "nderstand wh* what ha''ened to *o" ha''ened% ) do that at the end of e er* working da*% ) re'la* the da*, e7amining e er* sale ) made and e er* one ) lost% Thats right% ) dont sell e er*bod* ) see% Which is wh* ) s'end so m"ch of m* mone* and energ* making s"re that ) will see a lot of 'eo'le% ) 'la* the 'ercentage ) recommend that *o" 'la*% +a*be ) sell onl* half the 'eo'le ) see in a da*% 9"t that "s"all* means that ) see at least ten 'eo'le and sell at lest fi e of them% ) ha e been a eraging better than fi e cars 'er da* e er* da* in recent *ears, not beca"se ) ha e high kill rate b"t beca"se ) ha e a high 'ros'ect rate% 9"t ) go o er e er* contact ) made d"ring the da*% What did ) sa* to that fellow that finall* made him b"*F Wh* did the other g"* reall* not b"*F Was

he I"st sho''ing for s'ortF #r is that too eas* wa* to e7'lain awa* some mistake ) madeF When ) first began to do this c"stomer-to c"stomer anal*sis of m* da*, if ) co"ldnt think of a mistake ) made, ) wo"ld sometime call "' m* c"stomer ) lost% ) wo"ld tell him who ) was and wh* ) was calling% Peo'le "s"all* want to hel' *o"% )d sa* ) was tr*ing to learn the b"siness and learn from m* mistake% )ncidentall*, m* re'l* to each da* is not is not I"st m* idea% (ome of the greatest and most s"ccessf"l 'eo'le in histor* de elo'ed this habit and attrib"te m"ch of their s"ccess to it% ) know that for the time it takes me ) ha e been rewarded handsomel*% Want some good ad iceF Tr* it%

Page - of 13 Peo'le sometimes think that the* know more abo"t themsel es and their feelings and reactions than the* act"all* do% >nd there is nothing more im'ortant to learn abo"t *o"rself than the difference between the wa* *o" see something and the wa* the g"* on the other side of the deal see it% 9eca"se *o" ne er want to be on the other side% <o"r s"ccess in winning the war comes with narrowing and finall* eliminating the ga' between *o" and the c"stomer% <o" want both of *o" on the same side, and what this means that *o" ha e to do mane" ering to get *o" both on the same side, whate er tools and methods *o" "se to do it% 6no)in Wh%t You Lo"t He!=" You Win ) alwa*s want to wh* ) lost e er* sale ) lost% >nd ) hardl* e er acce't ) was I"st looking G as the answer, beca"se if somebod* takes m* time and his to come all the wa* o er to o"r 'lace I"st to look, he is alread* 'ertl* sold% >nd ) want to know wh* ) did not get him totall* sold% ) think that this is a r"le that is good ma*be -D 'ercent of the time in a"tomobile selling% >nd 'robabl* good most of the time in e er* kind of selling% )f some comes in and I"st looking,G he is eno"gh interest to be sold most of the time% (o if *o" let him I"st lookG e er* time, *o" are 'robabl* not getting nearl* *o"r share of sales% >nd if *o" tr* and fail, dont charge it off in *o"r mind to I"st lookingG% >nal*:e *o"r 'erformance in the

confrontation and tr* to see where *o" failed to con ert him% 9eca"se chances are *o" did fail% ,"st kee' in mind that somebod* who is I"st lookingG ma* reall* be sa*ing that he is scared of *o" *o"r abilit* to grit him to 'art with his mone* 4 e en if it is for something he reall* wants to b"*% #ne thing that ) ha e fo"nd - it is something nobod* likes to admit 4 is that ma*be somebod* else sell a 'erson if *o" cant% > lot of b"siness re0"ires that a salesman t"rn o er a c"stomer to somebod* else in the 'lace before the* let him walk% ;' Hone"t& I" the Be"t :o!ic& When ) sa* that honest* is the best 'olic*, ) mean e7actl* that8 )ts a 'olic* and the best one *o" can follow most of the time% 9"t a 'olic*, as ) mean it, is not a law or a r"le% )t is something *o" "se in *o"r work when it is in *o"r best interest% Telling the tr"th "s"all* is in *o"r best interest, of co"rse, es'eciall* if it is abo"t something that a c"stomer can check "' on later% #ou never !et cau!ht by tellin! the truth when you stretch it. ;* 2%cin the +u"to,er ) make a lot of mone*, and ) ha e for *ears% >nd ) like good clothes, and wear them whene er ) can% 9"t one 'lace ) do not wear m* best clothes is to work% $ont get me wrong% ) dress neat and clean% !othing chea'% ) belie e a salesman sho"ld look as m"ch as 'ossible like the 'eo'le to whom he sells% >nd in m* area the* are mostl* working 'eo'le% The* work in the factories and offices aro"nd here, and the* work hard for their mone*, and the* are not in the to' brackets% (o if the* walk in and met b* a g"* with clothes that look e7'ensi e, the* get e en more scared than the* were before% Loo4 Li4e You8re Their 6ind o/ Gu& When the* see me for the first time, the* rela7 a little% 9eca"se ) wear a s'ort shirt and slacks% ) ne er wear clothes that will antagoni:e m* c"stomers and make them feel "neas*% <o" ma* think ) am too m"ch of this 'oint, b"t let me ass"re *o" that ) am not% Peo'le com'lain to me abo"t other salesmen% (o its im'ortant% ) '"t "' sales award certificates and 'la0"es, so 'eo'le will know that the* are dealing with a to' salesman% >fter all, the* think, if this fellow sells so or makin! a prospect feel !ood

man* cars, he m"st be gi ing good deals% >t least thats what ) want to think, and its tr"e%

Page 16 of 13 Get The, Ob!i ed to You )f he brings his kid in, ) ha e got balloons and lolli'o's for him, and ) ha e got b"ttons for e er*bod* in the famil* that sa* nothing b"t ) like *o"%G >n*thing ) '"t in his hands and his famil*s hands makes him feel a little obligated to me, not too m"ch b"t I"st eno"gh% Get them with you from the start and theyll stay with you. ;- "e!!in the S,e!! Peo'le like to tr* things o"t, to to"ch them, to 'la* with them% We are c"rio"s% !o matter what *o" sell, look for wa*s in which *o" can demonstrate *o"r 'rod"ct% The im'ortant thing is that the 'ros'ect 'artici'ates in the demonstration% )f *o" can a''eal to their senses, then *o" are also a''ealing to their emotions% )d sa* that more things are bo"ght thro"gh emotions than thro"gh logic% Gettin Hi, Hoo4ed When ) talk abo"t hooking the c"stomer and making feel obligated, ) dont to mean to sa* ) am doing an*thing bad to the 'erson% There is ne er a 'oint in a selling sit"ation, e en after he signs the order, when he cant sa* no and back o"t% (o he is in e0"al terms with me% 9"t ) feel that ) ha e a 'erfect right to ass"me that if somebod* comes to m* 'lace of b"siness to see me, he is there beca"se he is interested in b"*ing a car from me% )t is m* d"t* to him, as well as to m*self, to hel' him to clear "' his do"bts and fear and b"* a car% When ) talk abo"t smell, ) reall* mean it% 9"t it stands for a lot of things besides the smell itself% To me, the smell of a new car stands for the e7citement of the e7'erience% ;or most 'eo'le, me incl"ded, b"*ing something new, e en as ordinar* as b"*ing a new shirt, is e7citing% ) want to take it home and '"t it or show it off%

)t is all 'art of what ) call the smell% That feeling, *o" co"ld almost sa*, sells the car b* itself% >lmost, b"t not reall*% 9eca"se a lot of salesmen dont "nderstand it, so the* dont "se it% <o" ha e to "se it to get the work for *o"% <o" dont I"st let it ha''en% <o" dont I"st let an*thing ha''en if *o" are real PR#% <o" make it all ha''en% <o" make s"re the c"stomer has the o''ort"nit* to smell and feel the e7citement, the thrill of it all% Whate er *o" sell, there is an e0"i alent of the smell of a new car% Think of *o"rself as a c"stomer% $hink of what excites you about a product) or used to when you first brou!ht the product. $hen use that experience to sell the excitement) the thrill of ownin! your new product% ;1 E"=ion% e %nd Inte!!i ence )n e er* other of war, each side s'ies on the other and has intelligence agents whose Iob it is to find o"t what its side is going "' against% )n selling, we "s"all* call this *ualifyin! the customer. 9"t 0"alif*G is a word that has lot of different meanings% #ne of them is like eligibleG >nd let me tell *o" that, as far as ) am concerned, e er*bod* is 0"alified to b"* a car from me% That is wh* ) like to think of this 'art of selling Iob as an es'ionage and intelligence% ) want to know what the c"stomer wants to do what he o"ght to do and what he can afford to do% What ) look and listen for are things that will o'en him "', get him talking, so that he will tell me abo"t himself, his needs, and his abilit* to 'a*% 9"t ) dont alwa*s let him make those decisions% &er* often, ma* be maIorit* of the cases, ) decide% 9eca"se the c"stomer often doesnt reall* know what he can handle and what he sho"ld b"*% +ost 'eo'le dont "nderstand eno"gh abo"t life ins"rance to know what the* need, so the* let their salesman decide% When it comes to clothes, 'eo'le know the* want something different, something fashionable, or atleast something that wont make them look cons'ic"o"s beca"se it is o"t of st*le% (o the sales'erson works it o"t with them% )ts a kind of negotiation, based on whats in st*le, whats a ailable, and what looks good on them%

Page 11 of 13 !o clothing salesman in his right mind will sell a 'erson something that will make him look awf"l% 9"t 'eo'le can disagree on how someone looks in

something% (o there is a wide margin for making those kinds of decision b* both c"stomer and salesman% (o *o" are 'la*ing a game with the c"stomer, tr*ing to find o"t whats best for him no matter what he sa*s% 9eca"se whats best for him is best for *o", if want him to s'eak well of *o" and come back someda* for another one% >nd dont forget that, at this 'oint, *o" are dealing with a scared man% H er*bod* hates silence, and most 'eo'le want to I"m' o"t of silence% @et *o"r c"stomer do that% @et him talk beca"se he cant stand the silence% @et him offer *o" the cl"es to his hesitation and rel"ctance% <o" can learn a lot more b* watching and listening than *o" can b* talking% +et the customer reveal himself) while you watch and listen) and hell lay himself open for the close. ;> Loc4in The, ?: > lot of salesmen lose sales beca"se the* mo e too hard too soon% The* start '"shing a 'en in the g"*s face before the* know an*thing abo"t him and what he wants% (o the* chase him awa* no matter how bad he reall* wants to b"*% >nd a lot of salesmen start to close witho"t ha ing a clear sense of their own want% Eowe er good *o" are at 'ers"ading a c"stomer to b"* more, be s"re he knows what he has agreed to before it is too late% #therwise *o" had made a bad sale% >nd not onl* ha e *o" h"rt *o"rself b* h"rting *o"r c"stomer% <o" ha e also h"rt me, beca"se one bad re'"tation h"rt "s all% (o dont fo"l "' o"r nest with chea' tricks% Remember that nobod* 4 not e en me 4 sells e er*bod*% <o" dont ha e to twist an*bod*s arm or tell lies to make a good li ing in this selling b"siness% >ll *o" ha e to do is "se *o"r head and 'lant eno"gh seeds and fills in eno"gh seats% )f *o" do it right, *o" will be able to make a fine income and li e with *o"r conscience% ) ha e 'ro ed that it can be done% ,losin!- If he comes that far) he wants to buy. .ever for!et that and youll win a lot. ;@ Winnin %/ter the +!o"e The first thing ) do after ) make a sale is to 're'are a file card on the b"*er with e er*thing ) know abo"t him and what he bo"ght% >t the same time, a

s'ecial thank-*o" letter goes o"t to the c"stomer% ) g"ess its 'rett* ob io"s thing to do- to thank the c"stomer for b"*ing from me% 9"t *o" wo"ld be s"r'rised how man* salesmen dont do it% This means that m* thank-*o" is noticed in that ho"se, beca"se it is so rare% +* thank-*o" tells the c"stomer how ha''* ) was to sell him the car that he wanted% )t also reminds him that ) will 'a* C?D for an*bod* he sends in to me who b"*s a new car% This is a er* good time to remind abo"t being a birddog% <o" I"st told him when he got the car, and now *o" are reminding him he is showing off the car and talking abo"t it to neighbors and at the 'lant% ) ha e a r"le that ) send o"t the thank-*o" on the er* same da* as the sale, so ) ne er forget% > lot of salesmen want to t"rn their back on c"stomers soon as the* ha e made the deli er*% )f something is wrong with the car and the 'erson brings it in, some salesmen e en hide from the c"stomer% The* consider c"stomer com'laints and 'roblems as anno*ances that will finall* go awa*% 9"t that is the worst attit"de *o" can ha e% ) look at it this wa*8 ser ice 'roblems and other c"stomer com'laints are a normal 'art of all b"siness, regardless of what *o" sell% )f *o" handle them 'ro'erl*, the* can hel' *o" sell a lot more in f"t"re% The al"e of taking the c"stomers side is ob io"s% ) become a friend, and *o" tell a lot of 'eo'le abo"t me if ) stand behind *o"% That is the best wa* to make c"stomers into belie ers, belie ers in *o" and in *o"r interest in their satisfaction%

Page 1? of 13 3& W%& I" Better ) sell more than fi e cars e er* da*, and )m the worlds greatest salesman as far as the Guinness /ook of 0orld 1ecords is concerned% >nd ) know ) ha e to s'end a lot of time and mone* to do it% )t cost me lot of m* commissions to do the kind of b"siness ) do% 9"t it is worth it, beca"se ) sell more, feel better abo"t m* work, and 4 and with what ) s'end to get b"siness 4 still get to kee' more after ta7es than an* other retail a"tomobile salesman in this co"ntr*% There is nothing abo"t that in the G"inness book, b"t )ll bet it is tr"e% (o if *o" are listening to me, kee' on listening, beca"se this is all abo"t satisfaction and mone*% >nd nobod* can tell me that all the efforts it takes to sell nearl*

1,J66 cars and make aro"nd C?66,666 *ear is not worth it, if *o" are a real PR# in *o"r b"siness% 2eep sellin! after the close the money !ets even bi!!er.

;7 A!! the He!= You +%n Get Remember that nobod* sells all alone% To sell *o"r c"stomers, *o" "se hel' whether *o" think of it that wa* or not% <o" "se the tele'hone, *o" "se the mail ser ice, *o" make "se of other 'eo'le in *o"r organi:ation s"ch as secretaries, filing clerks, mechanics, tailors, and others% <o" ha e other 'eo'le to do what the* can do better than *o" can% > s"rgeon doesnt clean his own instr"ments% Ee hires lower-'riced 'eo'le for that so that he can concentrate on where the big mone* is 4 the s"rger*% >nd that is what we are, s"rgeons, and we too sho"ld concentrate all o"r time on the s"rger*% @et somebod* else 're'are the 'atient, do the test, get the histor*, so that we can do the c"tting thro"gh of the c"stomers fears and get to the inside, where we can find and c"t awa* the sales resistance% Get all the help you can $0 S=endin %nd Gett in There are a lot of wa*s to '"t together what ) ha e sa*ing abo"t m*self and o"r 'rofession% #ne wa* is to "nderstand that all of the most effecti e wa*s to bring in c"stomers and sell them cost mone*% <o" ha e to b"* b"siness if *o" want to eliminate the risk and be ass"red of a stead* and growing income% That is the same sit"ation that an* other b"sinessman is in% )n fact, thats what an* b"siness is abo"tK deciding what are the best wa*s to s'end mone* to get the most mone* back% With "s it is a matter of s'ending time as well as mone*% 9"t since we know what is the most im'ortant and most al"able thing we do, all we ha e to worr* abo"t is being smart in how we b"* b"siness% 9"t *o" ha e to be able to look at the sit"ation in *o"r b"siness and find o"t what are *o"r best o''ort"nities% The more mone* *o" s'end wisel*, the more 'eo'le *o" can '"t to work, talking *o" "', hel'ing *o" sell, b"*ing% ) ha e said a lot abo"t making I"dgement and s'ending mone*% 9"t there are also im'ortant wa*s to in est in time% >nd one of the most im'ortant is thinking smart% Whate er *o"r b"siness is abo"t, howe er it works, it can be im'ro ed% There is no 'erfect wa* to do b"siness% <o" can alwa*s find some it builds !ross and net.

wa* to do things better if *o" s'end eno"gh time thinking abo"t it% 9"t *o" ha e to think in wa*s that will hel' *o" get new ideas% <o" ha e to look at the most tried-and-tr"e methods as if *o" co"ld rearrange them and make them work better for *o"%

Page 13 of 13 Don8t Be A/r%id to Do It Di//erent!& - It8" ?"u%!!& Better <o" co"ld sa* the same thing abo"t m* direct mail 'rogram, abo"t m* gifts, and abo"t the whole wa* ) do the b"siness% ) am not tr*ing to sa* that ) in ented e er*thing ) do% ) borrowed a lot of m* ideas from other 'eo'le and other b"siness% Good ideas are alwa*s worth the time it takes to think of them% >nd the* are alwa*s worth the mone* the* ma* cost to '"t into o'eration% <o" sho"ld alwa*s be looking at new things to tr* and new wa*s to test the al"e of what *o" are alread* doing% That wa* *o" will be constantl* looking to im'ro e the most im'ortant 'rod"ct that *o" sell 4 which is *o"% @ooking aro"nd for ideas, research and de elo'ment is something that is alwa*s worth the in estment of *o"r time and mone*% 9"t when ) sa* time and mone*, ) sho"ld also mention a third ingredient 4 'atience% 9"t 'atience alone, I"st standing b* the door, will not tilt the odds in *o"r wa*% <o" ha e to make *o"r own odds b* s'ending time and mone* to de elo' *o"r methods to bring in the c"stomers and the mone*% $ime and money well invested will build your business tremendously. 3lways look for new and better ways to do it.
?1

There I" No L%"t +h%=ter

)f *o" come this far with me, ) ho'e *o" are not still looking for magic words or form"las or 'hrases to sa* *o"rself in the mirror% @ife doesnt work that wa*, and b"siness doesnt either% There are no secretsK there is no magic%The

'rocess of s"ccessf"l selling means endless "se of *o"r mental reso"rces% There is no final cha'ter% The 'rocess I"st kee's on starting o er and o er% Think abo"t the fear *o" ha e sometimes felt when *o" went to b"* something% Then *o" can begin to "nderstand whats going on in *o"r c"stomers head when *o" meet him% Think of how 'eo'le look for a friend when the* are scared, and then be that friend% +ake *o"rself a friend that *o"r c"stomer can tr"st and belie e in% $hat !uarantee still holds. If I did it) you can do it. I !uarantee it.

;(The W%& to Winnin Attitude A:% e No;B Train the sales 'ersons for de elo'ing attit"de of s"re winners and to de elo' own s*stem of selling b* "nderstanding c"stomer needs and re0"irements%

$( Gir%rd8" Too!bo9 A :% e No * B - >''eal to c"stomers to &)()T >G>)! W)TE ;R)H!$(L in bills - (enior staff and sales staff to gi e the isiting cards to 'ros'ecti e c"stomers which entitle them disco"nt - To maintain a list of reg"lar c"stomers and be in to"ch with them - To get feed back from the c"stomers for their 'resent and f"t"re re0"irements ' Tr& to Se!! E5er&bod& You T%!4 To A:% e No -B +oti ate o"r staff and workers to talk abo"t o"r 'rod"ct while tra elling, +eeting 'eo'le '"blic 'laces, friends etcK :% e No( J J D . / 16 16 +irror 16 13 - Get Eim Eooked 4 Train the (taff to $eal with 1"stomer - $ont 9e >fraid to $o )t $ifferentl* 4 )ts Ms"all* 9etter - +ake ("re H er* bod* Anows What <o" (ell - > (mall b"t Powerf"l (elling Tool 4 9"siness 1ard 4 )f The* 9o"ght 9efore, The* are *o"r 9est Pros'ect !ow 4 Ea e +ailing @ist - > ;reebie That Works for <o" - Work (mart 4 !ot Eard - Eonest* )s The 9est Polic* - Get Them #bliged To <o" - (elling The (mell 4 Hnco"rage To Themsel es on The

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