I’m proud to announce that my latest book, Selling in Tough Times, has won the 2011 National Trophy for Business Books in the category of Tools & Methods in France.

Here’s a brief except of the book that I hope you find useful:

Steeling Yourself for Survival by Tom
Hopkins from Selling in Tough Times

In order to survive any challenge that negatively impacts your selling career, you need to follow the Boy Scout motto of “being prepared.” So, how do you prepare yourself for some unknown event that may pop up on the horizon?

You begin with a commitment to personal growth. Personal growth is a process of increasing your knowledge and effectiveness so you can serve more, earn more and contribute more to the betterment of yourself, your family and all of humankind. It demands an investment of time, effort and money. Keep in mind that if you’re not moving ahead, you’re falling behind.

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You truly are a wondrous person with much to offer. You’re a champion, after all. Now all you have to do is let your potential clients discover that for themselves. And how do people learn? They’re taught, that’s how. Part of your task as a professional salesperson is to act as an instructor and a lot of this instructing takes place in the presentation phase of selling.

The presentation phase for financial services addresses four basic, yet critical subjects. These are:

• Who we are
• What we’ve done
• What we’ll do for you
• The amount of investment required to accomplish your financial goals (more…)

As with most things in life, there are many ways to accomplish a single task. Wise business professionals are constantly on the lookout for better ways to make their points or present their products. In our book, Sell It Today, Sell It Now, Pat Leiby and I teach a proven-effective procedure for product presentations or demonstrations that is sure to work for you. It is a critical part of the Sell It Today system that can turn you into a one-time closing champion.

Our procedure begins with preparation. Thinking about the client you will present to next, break down your product demonstration into segments highlighting each individual feature of your product or service that you know will benefit this client.

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The Feel, Felt, Found technique is an age-tested, proven strategy of moving your customers gently to a new way of thinking. There are three separate parts to Feel, Felt, Found: “I understand how you feel.” This wording lets a customer know that you heard him or her and can relate. “Initially, other (top purchasing agents

The Feel, Felt, Found technique is an age-tested, proven strategy of moving your customers gently to a new way of thinking. There are three separate parts to Feel, Felt, Found:

‘Y’ is something positive your customer will receive that he or she cares a great deal about.

This other group of people changed their minds, did what you recommended they do, and were very pleased with the outcome.

Phraseology: “So, Steve… tell me something you would like right now.”

Steve responds, “I want to be as successful as you, Tom.”

“Steve, I understand how you feel. Initially, other ambitious salespeople felt the same way. What they discovered by staying positive and working hard at their craft each day was that they were very pleased with their own success.”

, CEOs, mothers…) felt that way.” You are letting him or her know that this initial thought is common, meaning that the situation can change. “What they found, however, was that after doing ‘X’ was that ‘Y” happened. ‘X’ is what you want your customer to do (purchase your product or put a deposit down now…). ‘Y’ is something positive your customer will receive that he or she cares a great deal about. This other group of people changed their minds, did what you recommended they do, and were very pleased with the outcome. Phraseology: “So, Steve… tell me something you would like right now.” Steve responds, “I want to be as successful as you, Tom.” “Steve, I understand how you feel. Initially, other ambitious salespeople felt the same way. What they discovered by staying positive and working hard at their craft each day was that they were very pleased with their own success.”

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We are in some very competitive times. People are hesitant to make buying decisions so businesses are making previously unheard of offers to get whatever slice of the market pie they can. If any of your clients tell you they’re considering doing business with the competition, you need to be prepared.

If you’re at the top of your game, you constantly act as if each and every client may consider making a change at any time. In other words: If you want to keep them as clients, treat them like gold. If you do, they’ll find it difficult to part with you and your high level of service even if the competition comes in with a better offer on a similar product.

If you’re prepared to hear an inkling of change, you’ll come across like the true expert you are rather than someone scrambling to keep their business. You’ll want to fight a clean fight with the competition, but never give up a client without a fight! (more…)

Before you begin a presentation, hopefully, you have prepared, planned and practiced. Here are some thoughts on the type of preparation you should be doing:

• Each and every piece of equipment you bring with you has been tested before your arrival. Everything works!
• Your presentation has been beautifully customized and detailed according to this particular client’s needs.
• All of your presentation materials are ready for prime-time–clean, neat and well-organized.
• If a power supply is required, you know where it is and have an extension cord with you.
• You have dedicated yourself to protecting other people’s furniture. You
  always place a pad or cloth under your demonstration materials. This includes anything you write on.

Top professionals in nearly every field of selling understand the value of a good client. Each client’s business not only adds to your personal bottom line, but it can lead to even more business through referrals. However, the best salespeople have learned how to get more business because of an existing client even from a non-referred lead. How do they do this? By getting permission to use the client’s name.        (more…)

No skill that you can acquire in sales will enhance your earning power more than learning how to arouse emotions in your buyers in ways that are positive to the sale. The exact words you use will depend on your offering, your personality, your buyers, and market conditions. Positive emotions trigger sales; negative emotions destroy sales. As you work at developing the skills to evoke emotions in your potential clients, always keep that concept in mind. You can destroy sales as rapidly as you can create them through the clumsy use of, or the lack of control over, the emotional setting. Also remember that your actions, manners, words (and how you say them), your grooming, and your clothes are all things that trigger emotions in your future clients — whether you want them to or not.   (more…)