How to Sell Anything to Anybody Ch 3

Beginnings of a Sales Career

• The author had a friend who was a car salesman, but the friend didn't take him seriously.
• His experience selling houses, wasn't relevant to selling cars.
• The author learned more about selling from shining shoes and selling produce. These experiences showed the importance of engaging and connecting with potential customers.
• The author sought a job as a car salesman but was initially rejected as car salesmen often felt threatened by newcomers.
• The author had a childhood stutter due to his father's abuse. This struggle prompted him to focus on conscious communication.
• He realized that overcoming his stutter improved his communication skills and ability to connect with customers, which were crucial for success as a car salesman
• This experience helped him in understanding the fundamentals of communication.

Overcoming Obstacles in Sales

• The author was initially rejected by one sales manager because he was seen as competition.
• He developed a unique approach to sales, emphasizing building relationships and understanding customer needs, rather than just competing with other salesmen for the same customers.
• The author initiated a unique strategy to not take floor time from other sales persons, but to target customers in other ways.
• Initially the author lacked the resources to market himself and generated a prospect list (4 pages) from the telephone directory.
• This approach demonstrates an innovative and adaptive sales strategy.

First Car Sale

• The first sale wasn't from a phone call, but from a customer who walked into the showroom when very few staff were around.
• The author seized the opportunity, demonstrating a willingness to go above and beyond, prioritizing the sale.
• The customer was a Coca-Cola salesman.
• The author's drive came from a strong desire to provide for his family.
• The sale represented a turning point for him, highlighting the importance of personal motivation in sales.
• The author remembered little detail about the sale beyond focusing on the customer's needs. This illustrates that customer's needs and addressing them effectively is more important than the specifics of a sale.

Key Sales Principles

• The driving force behind success in sales is a strong desire to accomplish a goal.
• The author emphasizes that a strong "want" is crucial for success in sales.
• Knowing what you want and understanding customer needs are fundamental to achieving success as a salesman.
• The author's experience is a case study in how identifying a need and focusing on satisfying that lead to successful sales.
• The author demonstrates that wanting something intensely and knowing how to meet the customer's needs is what will drive you.