How to Sell Anything to Anybody Ch 12

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Questions and Answers

What is the primary advice suggested in the text regarding sales success?

Avoid using business cards and direct mail.

Focus solely on closing techniques.

Rely on customer referrals exclusively.

Plan your work and work your plan. (correct)

According to the content, what does being in command mean in a sales context?

Avoiding structured selling techniques.

Focusing exclusively on closing sales.

Acting randomly based on customer interactions.

Having a deliberate approach to engaging with prospects. (correct)

What is indicated as a consequence of increasing the number of prospects?

Your sales will decrease due to overwhelming demand.

You will need to improve your closing skills significantly.

Your existing clients will refuse to refer others.

You may sell more without being a better presenter. (correct)

How does the text describe the relationship between quantity of prospects and sales?

Increasing the number of prospects generally leads to more sales. Signup and view all the answers

What does the phrase 'planting and harvesting' refer to in the sales context?

The cyclical nature of sales and client follow-ups. Signup and view all the answers

What is the primary focus to increase sales according to the content?

Expanding the number of customers coming through the door Signup and view all the answers

How does the speaker suggest handling customer appointments?

By proactively securing specific dates and times Signup and view all the answers

What is emphasized as a crucial component in planning a workday?

Deciding on daily objectives and sticking to them Signup and view all the answers

What strategy did the speaker use to manage direct mail tasks?

Performing mail tasks during free time as it arises Signup and view all the answers

What should one do if feeling unproductive and unmotivated according to the content?

Take a break and enjoy personal time away from work Signup and view all the answers

What is a key reason for reviewing each working day as mentioned in the content?

To understand sales performance and areas for improvement Signup and view all the answers

What can be inferred about a customer who is 'just looking'?

They may have worries about making a purchase Signup and view all the answers

Why is it important to know why a sale was lost?

To ensure the same mistake is not repeated Signup and view all the answers

What attitude is recommended towards the selling process?

To believe that every potential customer could be sold Signup and view all the answers

What habit did many successful people develop that contributed to their success?

Regularly reviewing their performance and mistakes Signup and view all the answers

What does narrowing the gap between a salesperson and a customer involve?

Listening and adjusting approach based on customer feedback Signup and view all the answers

What might be a reason a customer didn't buy a car, which should be analyzed?

They encountered a better deal elsewhere Signup and view all the answers

What is advised to consider if you are feeling dissatisfied with work?

To determine if it’s due to previous performance Signup and view all the answers

What does the speaker believe about high-pressure sales tactics?

They generally alienate potential customers Signup and view all the answers

What should salespeople avoid if they want success in their job?

Allowing personal dissatisfaction to affect work Signup and view all the answers

Study Notes

Sales Planning and Execution

"Plan your work and work your plan": Classic sales advice, though seemingly simple, is potent. It means taking control and strategizing, rather than reacting haphazardly.
Meaning of the slogan: Two-pronged: 1) Control your actions, avoid accidental outcomes; 2) Effective actions generate business.
Effectiveness: Planning activities like business cards, mailings, lead generation (birds-dogs, phone calls), and even the sales presentation (future chapters) are key. A well-defined plan multiplies sales because it generates more prospects.
Quantity over Quality (initially) : Focus on increasing the amount of interaction with potential customers rather than trying to perfect the selling skills. Getting twice as many in yields twice as many sales.
High prospect volume over high "kill rate": More customers approaching leads to more sales, even if your conversion rate doesn't change.
Importance of scheduling: Appointments, calls, mailings – scheduling is critical for prioritizing tasks and ensuring follow-ups. The author recommends using an appointment book, organizing sales records alphabetically and by transaction date to facilitate timely follow-ups.

Daily Planning and Review

Daily planning: Essential—allocating time for tasks. Begin by reviewing appointments, then fill any free time with activities like direct mail campaigns, phone calls, or service department interactions designed to generate more customer interest within the work day.
Adaptability: Be flexible. The plan may change throughout the day as more pressing issues or opportunities arise.
Prioritization: Direct mail is better utilized in downtime and when "up" in the sales queue.
Self-care: Acknowledge when you're not in optimal working condition and adjust accordingly. If you feel unproductive, cancel plans and pursue other activities. Avoid carrying over negativity into sales interactions.
Post-sales Review: Analyze every sale and every failed sale. Essential to understanding why you succeeded with certain clients and failed with others. Ask yourself what you could have done differently. Include those that did not buy and ask probing questions to identify potential pitfalls in your approach. Don't assume that prospects who are "just looking" aren't ready to buy.
Prospect analysis: Examine the reasons a customer made a purchase or didn't. Investigate whether a competitive offer or mistake in sales tactics led to a lost opportunity.
Customer perspective: Understand customer rationale. Compare what you thought and how a client saw the encounter.

Sales Techniques and Attitudes

"Let them buy" philosophy: Focus on building trust and rapport with prospects, not forcing a transaction. A prospect's ease in interacting increases the likelihood of a sale.
Overcoming negativity: Acknowledge and manage negative feelings. Use pre-sales planning and review to eliminate potential negativity in your sales techniques.
Turning "be-backs": Viewing "be-backs" as future leads is a mistake. Treat them as former prospects who probably aren't returning.
Collaborative sales: A sales team can benefit from collaboratively approaching unresponsive prospects to gain valuable insights.
Time management: Effective planning and prioritizing tasks efficiently. Recognizing the value of time investment in certain tasks—phone calls vs. mailings—and tailoring activities to best utilize available time.
Plan for unexpected opportunities: Recognizing the value in a flexible plan that adjusts to new ideas or leads that arise unexpectedly.

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Description

This quiz focuses on the vital aspects of sales planning and execution. It highlights the significance of strategizing, maintaining a high prospect volume, and effectively scheduling activities to boost sales. Understanding these concepts is crucial for anyone looking to excel in sales.