Selling in Tough Times - Tom Hopkins

2/7/2012
Book Summary presented by Stephen Siregar

Cover Hachette Book Group, Inc.
Book Copyright 2010 Tom Hopkins International, Inc., Pictures Microsoft Corp. except where stated otherwise
Disclaimer
I hereby declare that I do not own nor claim ownership of copyrights of any of the materials shared therein, both text and pictures. This summary is created purely for knowledge sharing only. Use of these materials for other purposes is an infringement of copyright laws and may cause owners of the materials to pursue legal action against offenders.
Stephen Siregar
stephen_siregar@yahoo.com
2/7/2012
Tom Hopkins
First began working in
construction Was married at 19 Tried selling because he enjoyed meeting and talking with people Chose real estate for the prestige Tried several times before passing the licensing exam Was first hired out of pity
Tom Hopkins International
Tom Hopkins
Only sold 1 home in first 6
months of sales Took sales training with J. Douglas Edward and applied what he learned Was a millionaire at 27 Closed 1,553 real estate transactions in 6 years Began teaching prelicensing exam course and sales training
Tom Hopkins International
2/7/2012
Causes of Tough Times

Demographics Economic Cycles Politics Technology Industry Mother Nature Competition Personal
Stages of Business
Peak
Rise Plateau Downturn
Recovery
Slump
Recession
Depression
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Back To Basics
In order to succeed, you must know what you are doing, like what you are doing, and believe in what you are doing.
Will Rogers
American cowboy, vaudeville performer, humorist, social commentator and motion picture actor. He was one of the world's best-known celebrities in the 1920s and 1930s.
Oklahoma City
To Be Successful in Selling
Help people :
To like you To trust you To want to listen
to you
2/7/2012
What Makes You Likeable?
Simon & Schuster
What Makes You Likeable?

People dont care how much you know until they know how much you care.
John C. Maxwell
an evangelical Christian author, speaker, and pastor who has written more than 60 books, primarily focusing on leadership. His books have sold more than nineteen million copies, with some on the New York Times Best Seller List, and translations in over fifty languages.
John Maxwell Company
2/7/2012
How to Build Trust?
Use a Statement of Intent.
Once Theyre Listening ..
Build Credibility.
2/7/2012
Whats Next?
Get Them To Talk Listen Summarize,
Summarize, Summarize Present Solution Test Close
Success Pointers
Start by keeping business you have Success is in who you already know Determine if someone is an ideal client Reduce sales resistance Convert clients from competition Help clients overcome fear to close
2/7/2012
Keep Business You Already Have

Loyalty is built over
time through consistent attention Ask, Is there anything else I can do? Build loyalty through phone calls, e-mail, postal mail
Keep Business You Already Have

Learn from companies
with loyal clients Approach neglected client

If theyre OK, move on If theyre disappointed,
rebuild trust If theyre angry, let them vent If theyve gone to a competitor, keep in touch
2/7/2012
Success Is In Who You Already Know

Review current orders
and find new ways to keep or expand their business Ask for quality introduction Never ask for something without having something to give
Success Is In Who You Already Know

Participate or
volunteers in local groups to help others, gain exposure, meet people Write down benefits you offer to companies or people which you can use when meeting new people
2/7/2012
Determine If Someones An Ideal Client

Qualify clients; it will
tell you what they want List criteria of a good client for you Ask when and how much theyll spend Have plans to treat potential clients in non business situations
Reduce Sales Resistance

Break down wall of
resistance brick by brick

Be well groomed Be likeable Find common interest Treat them as expert Prepare a professional
presentation Avoid any distraction Handle concerns

10
2/7/2012
Converting Clients from Competition

Know competitors
products well Use competition as motivation Fairly compare competitors products Be prepared when clients compare you with competitors
Getting Your Foot In The Door

Were Not Interested Ask them to be open
Were happy with our
current situation
Were not making
minded, use credibility statement Create buying gap by asking questions

Ask, If you were to
changes
consider changes, what would you most like to improve?
11
2/7/2012
Help Client Overcome Fear to Close

Ask questions to probe
their reasons Create urgency Use assumptive close Explain your next steps Build trust by listening courteously
Closings for Challenging Situations

I can get it cheaper Ask which one theyre
I can get it cheaper
(from a lower quality competitor)
willing to give up: quality, service or low price Help them consider the pros and cons of investing too much vs. investing too little
12
2/7/2012
Closings for Challenging Situations

I cant decide it now Guide them to think of
Its not in the budget
the most productive thing they can do now Help them see that budget is a tool with flexibility, and the decision is still with them. Remind them what your solution can do for them.
Conclusion
A good selling process
works both in good and tough times Utilize good times to build strong customer relations Always think in terms of your customers best interest
13

Selling in Tough Times - Tom Hopkins

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2/7/2012

Book Summary presented by Stephen Siregar

Tom Hopkins International

Tom Hopkins International

Causes of Tough Times

What Makes You Likeable?

Simon & Schuster

What Makes You Likeable?

How to Build Trust?

Use a Statement of Intent.

Once Theyre Listening ..

Summarize, Summarize Present Solution Test Close

Keep Business You Already Have

Keep Business You Already Have

with loyal clients Approach neglected client

Success Is In Who You Already Know

Success Is In Who You Already Know

Determine If Someones An Ideal Client

Reduce Sales Resistance

resistance brick by brick

presentation Avoid any distraction Handle concerns

Converting Clients from Competition

Getting Your Foot In The Door

Were happy with our

minded, use credibility statement Create buying gap by asking questions

consider changes, what would you most like to improve?

Help Client Overcome Fear to Close

Closings for Challenging Situations

I can get it cheaper

(from a lower quality competitor)

Closings for Challenging Situations

Its not in the budget

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