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What You’ll Get out of This book	…………………………………………….	iii
Real Sales Knowledge from Real Top Salespeople	…………………………………………….	v
Acknowledgments	…………………………………………….	vii
How to Use This Book	…………………………………………….	xxvii

SECTION I – BUILDING THE FOUNDATION 1

Chapter 1

The Difference between Success and Failure in Selling	……………………………………..	3
The Twelve Success Factors	……………………………………..	3

Chapter 2

The Foundation for Top Achievement	……………………………………..	10
The Six Ingredients Needed to Build Your Foundation	……………………………………..	10

Chapter 3

How to Become Great at Selling	……………………………………..	13
Eleven Steps to Greatnes	……………………………………..	13
Rules of Top Salespeople	……………………………………..	26
A Day in the Life of the Successful Salesperson	……………………………………..	27

Chapter 4

More Detail on Important Items	……………………………………..	29
Taking Responsibility	……………………………………..	29
Going the Extra Mile	……………………………………..	31
Creativity and Persistence	……………………………………..	31
Other Ways to Set Yourself Apart	……………………………………..	33

Chapter 5

Mental Notes	……………………………………..	36
Get Yourself to Do What You Must Do	……………………………………..	36
Ideas for Maintaining a Positive Attitude	……………………………………..	40

Chapter 6

Your Best Foot Forward	……………………………………..	44
Dressing for Success	……………………………………..	44
Physical Grooming	……………………………………..	45
A Final Thought on Grooming	……………………………………..	46
Other Things That Can Affect Your Appearance	……………………………………..	46
Your Handshake	……………………………………..	46
Eye Contact	……………………………………..	47
General Business Etiquette	……………………………………..	48
How to Act in Social Situations	……………………………………..	49
Items You Present to the Prospect or Customer	……………………………………..	49
The Pen You Use	……………………………………..	51
The Car You Drive	……………………………………..	51
Your Actions at the Customer’s Facility	……………………………………..	52
A Summary of Ideas on Building the Foundation	……………………………………..	53

SECTION II – COLD CALLING 55

Chapter 7

Getting Ready to Cold Call	……………………………………..	57
Getting Mentally Prepared to Cold Call	……………………………………..	57
Gather Information on Your Prospects	……………………………………..	59
Your Sales Tool Kit	……………………………………..	60
Sales Materials to Carry into a Cold Call	……………………………………..	61
Your Goals and Objectives	……………………………………..	62
Planning the Logistics of Your Day	……………………………………..	63
Whom Are You Calling On?	……………………………………..	64
Name Pronunciation	……………………………………..	65
How to Discover the Name of the Person You Need to Cold Call	……………………………………..	66
What If You Don’t Know the Name or Title of the Person with Whom You Should Talk?	……………………………………..	68
Sources of Names and Calling Lists	……………………………………..	69
How to Obtain Association Directories	……………………………………..	73
Your Cold Call Script	……………………………………..	74

Chapter 8

Showing Up	……………………………………..	80
“No Soliciting” Signs	……………………………………..	80
Finding Out Who the Decision-maker Is	……………………………………..	80
Getting to the Decision-maker	……………………………………..	82
What If the Person You’re Cold Calling Isn’t There?	……………………………………..	85
Getting to the Decision-maker	……………………………………..	82
What If the Person You’re Cold Calling Isn’t There?	……………………………………..	85
What If the Receptionist Won’t Let You Through?	……………………………………..	86
Other Notes Regarding Showing Up	……………………………………..	87

Chapter 9

Talking to the Prospect	……………………………………..	89
How to Address the Prospect	……………………………………..	89
The Opening of the Cold Call	……………………………………..	89
Qualify the Prospect	……………………………………..	90
What Does the Prospect Value Most?	……………………………………..	94
Building Rapport with the Prospect	……………………………………..	94
Other Components on Which You Will Be Judged	……………………………………..	96
Mirroring	……………………………………..	96
Speech Factors That Alienate You from the Prospect	……………………………………..	98
Topics of Discussion to Avoid	……………………………………..	101
Using Humor	……………………………………..	102
Your Business Materials	……………………………………..	103
What is the Prospect Really Interested In?	……………………………………..	103
Name-dropping	……………………………………..	106
Asking Questions and Listening to the Prospect	……………………………………..	107
Body Language	……………………………………..	112
Identifying the Prospect’s Personality Type	……………………………………..	113
Things to Look for and How to Deal with Different Personality Types	……………………………………..	115
The Driver	……………………………………..	115
The Thinker	……………………………………..	117
The “Yes” Person	……………………………………..	119
The Partier	……………………………………..	120
Rules for Dealing with All Personality Types	……………………………………..	121
I See, I Feel, I Hear	……………………………………..	123
How Age Affects Your Prospect’s Focus	……………………………………..	123
How Gender Affects Your Prospect’s Focus	……………………………………..	124

Chapter 10

Chapter 11

The Cold Call—Putting It All Together

……………………………………..

135

Chapter 12

Your Opening Statement

……………………………………..

139

Chapter 13

Writing Sales Letters	……………………………………..	143
Sample Business Letter	……………………………………..	147
A Summary of Ideas on Cold Calling	……………………………………..	148

SECTION III – PRESENTATIONS 149

Chapter 14

Chapter 15

Preparing to Deliver Your Presentation	……………………………………..	180
Have a Presentation Script	……………………………………..	180
Make Sure Your Presentation Materials and Equipment Are Fully Prepared	……………………………………..	180
Make Sure You Are Fully Prepared	……………………………………..	181
Have the Right Mental Attitude	……………………………………..	181
Overcoming the Fear of Presenting	……………………………………..	181
Practice Your Presentation	……………………………………..	182
Make Sure Everyone Knows Their Parts	……………………………………..	183
Presentation Tools	……………………………………..	183
Exhibit A: Testimonial	……………………………………..	188
Exhibit B: Endorsement Page	……………………………………..	189
Building a Reference List	……………………………………..	190
Reference Rules	……………………………………..	190
Exhibit C: Reference List	……………………………………..	192
Building a User List	……………………………………..	193
Exhibit D: User List	……………………………………..	194
A Final Point on Testimonials, References, and User Lists	……………………………………..	195

Chapter 16

Chapter 17

A Sample Presentation

……………………………………..

214

Chapter 18

More Presentations Points to Consider	……………………………………..	227
Appointments that Cancel or Are Absent when You Arrive	……………………………………..	227
How to Introduce Tough Subjects	……………………………………..	228
How Location Affects Your Presentation	……………………………………..	229
A Summary of Ideas on Presentations	……………………………………..	232

SECTION IV – COMPETITION 235

Introduction

……………………………………..

237

Chapter 19

Gathering Competitive Intelligence	……………………………………..	239
Where to Get Competitive Intelligence	……………………………………..	239
Exactly Where Is the Competition on Price?	……………………………………..	245
Where the Competition Stands on Everything Else	……………………………………..	246
Get Competitive Information When You Win Too	……………………………………..	246

Chapter 20

The Competitive Comparison	……………………………………..	248
Figure 1: Competitive Matrix	……………………………………..	249
The Competitive Comparison: Supporting Information	……………………………………..	250
Figure 2: Support Information on Competition	……………………………………..	250
So That’s Your Competitive Comparison	……………………………………..	255
Critique the Above Competitive Comparison	……………………………………..	255
Critique Your Product or Service	……………………………………..	258

Chapter 21

More Elements of Competition	……………………………………..	260
Price and Value	……………………………………..	260
Areas to Look at When Building Value	……………………………………..	261
Proving Your Point	……………………………………..	265
Positioning You and Your Company against the Competition	……………………………………..	265
Some Final Thoughts on Comparison with the Competition	……………………………………..	275

Chapter 22

Competitive Accounts	……………………………………..	277
Be Number One	……………………………………..	277
Be Number Two	……………………………………..	278
Providing a Competitive Account with a “Token” Quote	……………………………………..	279
Following up after a Meeting with a Competitive Account	……………………………………..	282
Sample Thank-you for Meeting Letter	……………………………………..	283

Chapter 23

Interacting with the Competition	……………………………………..	284
Never Bad-mouth the Competition	……………………………………..	284
Talking to the Competition versus Not Talking to the Competition	……………………………………..	285
Rules to Follow When Talking to the Competition	……………………………………..	286
When Not to Talk to the Competition	……………………………………..	287
A Final Word on Interacting with the Competition	……………………………………..	288

Chapter 24

Other Ideas Related to the Competition	……………………………………..	289
Make Sure the Competition Does What They Say They Will Do	……………………………………..	289
Have the Competition Put Misrepresentations in Writing	……………………………………..	290
The Other Side of the Coin: Watch What You Say	……………………………………..	291
The Domino Effect: The Importance of Beating the Competition	……………………………………..	292

Chapter 25

Other Ideas Related to Competing	……………………………………..	294
Do You Sound Just Like the Competition?	……………………………………..	294
How to Differentiate Yourself When Selling the Same Product as the Competition	……………………………………..	294
Phantom Competition and Misrepresenting the Competition	……………………………………..	296

Chapter 26

Other “Competitive” Items in This Book	……………………………………..	297
Name-dropping in Competitive Situations	……………………………………..	297
The Competitive Advantage Close	……………………………………..	297
Objections Created by the Competition	……………………………………..	297
Going Over Someone’s Head	……………………………………..	297
A Summary of Ideas on Competing	……………………………………..	298

SECTION V – SELLING TO EXECUTIVES AND BUILDING A BUSINESS CASE 299

Chapter 27

Selling to Executives	……………………………………..	301
What Executives Value in Salespeople	……………………………………..	302
What Prevents Salespeople from Calling High?	……………………………………..	303
Why Use Value Assessment?	……………………………………..	304
A Summary of Ideas on Selling to Executives	……………………………………..	307

Chapter 28

Building a Business Case	……………………………………..	308
The Major Elements of the Written Business Case	……………………………………..	308
Value Assessment Methodology	……………………………………..	313
The Five Phases of Value Assessment	……………………………………..	315
A Detailed Look at the Value Assessment Methodology	……………………………………..	317
Value Assessment Phase One: Profiling	……………………………………..	317
Value Assessment Phase Two: Executive Introduction	……………………………………..	319
Value Assessment Phase Three: Discovery	……………………………………..	333
Value Assessment Phase Four: Executive Feedback Session	……………………………………..	343
Value Assessment Phase Five: Business Case Presentation	……………………………………..	348
Value Assessment Summary	……………………………………..	349
A Summary of Ideas on Building a Business Case	……………………………………..	350

SECTION VI – OBJECTIONS 351

Chapter 29

Preparing for Objections	……………………………………..	353
Ten Reasons You Get Objections	……………………………………..	353
Becoming Great at Answering Objections	……………………………………..	355
Rules for Handling All Objections	……………………………………..	358
Rules for Handling All Objections	……………………………………..	361

Chapter 30

Chapter 31

SECTION VII – CLOSING 415

Introduction

……………………………………..

417

Chapter 32

Preparing to Close	……………………………………..	419
Closing Rules	……………………………………..	419
The Right Attitude	……………………………………..	420
Get in Front of the Prospect to Influence a Decision in Your Favor	……………………………………..	421
Create the Right Closing Environment	……………………………………..	422

Chapter 33

Chapter 34

Various Closes	……………………………………..	449
The Puppy Dog Close	……………………………………..	449
The Assumptive Close	……………………………………..	450
The Alternative Choice Close	……………………………………..	451
The Take Away Close	……………………………………..	453
The Feel, Felt, Found Close	……………………………………..	453
The Similar Situation Close	……………………………………..	453
The Follow-up Close	……………………………………..	454
The Summary Close	……………………………………..	457
The Shortened Summary Close	……………………………………..	459
The Largest Amount Possible Close	……………………………………..	459
The Smallest Amount Possible Close	……………………………………..	461
The Price Is Going Up Close	……………………………………..	462
The You Get What You Pay For Close	……………………………………..	463
The They’re Exactly the Same Close	……………………………………..	463
The Advantage, Disadvantage Close	……………………………………..	464
The He Said, She Said Close	……………………………………..	465
The Can You Do Me a Favor Close	……………………………………..	466
The Guinea Pig Close	……………………………………..	467
The Best Solution for the Prospect Close	……………………………………..	468
The Something to Live up To Close	……………………………………..	470
The Price Sheet Close	……………………………………..	472
The Competitive Advantage Close	……………………………………..	474
The Contrarian View Close	……………………………………..	475
The Doorknob Close	……………………………………..	476
The Why or Why Not Close	……………………………………..	477
The What Would You Tell Your Salespeople to Do in This Situation Close	……………………………………..	478
The Friend, Family Member, Neighbor, Colleague, Significant Other Close	……………………………………..	479
The See How Great My Product Is Close	……………………………………..	480
The Prospect Close	……………………………………..	481
The K.I.S.S. Close	……………………………………..	482

Chapter 35

Other Thoughts Regarding Closing	……………………………………..	483
Offer Incentives to Make the Sale Now	……………………………………..	483
An Important Ingredient behind Your Incentives	……………………………………..	485
Other Ways to Consummate the Sale Now!	……………………………………..	487
Some Great Times to Close	……………………………………..	488
What If You Are Leery about Your Prospect?	……………………………………..	489
Each Sale Must Be Win-Win	……………………………………..	489
Keep Track of Your Closing Percentage	……………………………………..	490
A Summary of Ideas on Closing	……………………………………..	491

SECTION VIII – AFTER THE CLOSE 493

<Chapter 36

What If You Don’t Get the Business?	……………………………………..	495
In Person versus Over the Phone	……………………………………..	499
You’re Never Completely Down and Out	……………………………………..	499
Go Over the Prospect’s Head	……………………………………..	500
Go Under the Prospect’s Head	……………………………………..	505
Why Bother Going Over and Under?	……………………………………..	508

Chapter 37

What If You Do Get the Business?	……………………………………..	509
Closing Is Not the End of the Road	……………………………………..	509
Sample Thank-you for Your Business Note	……………………………………..	512

<Chapter 38

Referrals	……………………………………..	516
When and How to Ask for Referrals	……………………………………..	516
Potential Roadblocks to Getting Referrals	……………………………………..	521
Creative Ways to Get Referrals	……………………………………..	522
Calling the Referral	……………………………………..	523

Chapter 39

Servicing Your Customer	……………………………………..	525
How Often Should You Contact Customers?	……………………………………..	525
Information You Want to Have on Each Customer	……………………………………..	526
What to Do with All That Customer Information	……………………………………..	530
Give Your Customers Such Great Service That They Sell for You	……………………………………..	534
Show Great Appreciation for Gifts Received from Customers	……………………………………..	535
Take Anything a Prospect or Customer Hands to You	……………………………………..	535
Respond to Mailings and Other Information You Receive from Customers and Prospects	……………………………………..	535
Be Your Customer’s Customer	……………………………………..	536
Give out Your Home Phone Number	……………………………………..	536
Your Business Voice Mail and Related Information	……………………………………..	538

Chapter 40

Account Management	……………………………………..	541
Maximize the Business You Do with Customers	……………………………………..	541
Establish Relationships throughout the Organization	……………………………………..	543
Introducing the Rest of the Sales Team	……………………………………..	545
Sample Letter	……………………………………..	548
The Correct Way to Pass a Customer to Someone Else in Your Company	……………………………………..	550
How to Handle Difficulty in Getting Two People Together	……………………………………..	547

Chapter 41

SECTION IX – TELEPHONE SELLING 571

Introduction

……………………………………..

573

Chapter 42

Preparing to Get on the Phone	……………………………………..	575
Do as the Top Telephone Salespeople Do	……………………………………..	575
Mental Preparation	……………………………………..	576
Phone Attire	……………………………………..	577
Your Surroundings	……………………………………..	577
Phone Etiquette	……………………………………..	577
Phone Physiology	……………………………………..	578
Make Your Phone Work Easier	……………………………………..	579
Other Ways to Be at Your Best on the Phone	……………………………………..	581
When to Make Phone Calls	……………………………………..	584
Take Advantage of Different Time Zone	……………………………………..	585
What to Do When You’re Unsure of How a Name Is Pronounced	……………………………………..	586

Chapter 43

Calling Prospects	……………………………………..	587
Getting through the Receptionist	……………………………………..	587
Always Start at the Top	……………………………………..	594
Ask for the Prospect Using His First Name When Calling Residences	……………………………………..	594
Ask for the Prospect Using His First and Last Name When Calling Businesses	……………………………………..	595
Leaving Effective Messages on Cold Calls	……………………………………..	596
Always Get the Receptionist’s Name at the End of the First Unsuccessful Call	……………………………………..	601
Calling the Prospect the Second Time	……………………………………..	601

Chapter 44

Talking to the Prospect	……………………………………..	603
Your Cold Call	……………………………………..	603
A Note on Qualifying over the Phone	……………………………………..	604
Building Rapport with the Prospect	……………………………………..	604
Find Similarities between You and the Prospect	……………………………………..	605
A Quick Note on Questions	……………………………………..	606
Personality Types	……………………………………..	607
The Conclusion of the Cold Call	……………………………………..	607
Your Cold Call in a Nutshell	……………………………………..	608
What If You Cold Call Someone Who Already Has an Account with Your Company?	……………………………………..	609
Make Sure They’re with You on the Cold Call	……………………………………..	609
The Tough Prospect	……………………………………..	610
Your Cold Call Follow-up Letter and Information	……………………………………..	611
Sample Follow-up Letter	……………………………………..	612

Chapter 45

Second Call Opening Lines	……………………………………..	613
Two Questions to Ask about Your Second Call Opening	……………………………………..	614
Second Call Opening Lines Don’ts	……………………………………..	615
Second Call Objections	……………………………………..	615
The Presentation	……………………………………..	616
The Three Parts of Your Presentation	……………………………………..	616
Objections	……………………………………..	619
What If You Simply Can’t Get around the “Send Me Some Information” Objection?	……………………………………..	622
What Do You Say When You Call the Person Back after You’ve Sent the Information?	……………………………………..	624
Another Way to Answer Telemarketing Objections	……………………………………..	624
Other Things to Remember about Objections	……………………………………..	626
Questions during the Presentation	……………………………………..	626
How Much Time Should You Spend with One Prospect?	……………………………………..	627
Follow up after an Enthusiastic Telephone Sale	……………………………………..	627

Chapter 46

SECTION X – SELLING WITHIN YOUR COMPANY 651

Introduction

……………………………………..

653

Chapter 47

Getting Along with Others at Work	……………………………………..	655
Rules for Getting Along	……………………………………..	655
Keep Your Manager Happy	……………………………………..	655
Take Your Manager on Sales Calls	……………………………………..	658
Watch Whom You Get Caught Up With	……………………………………..	660
Rules for Effective Communication	……………………………………..	660
Document Inter-company Projects and Communications	……………………………………..	665
A Summary of Ideas on Selling within Your Company	……………………………………..	667

Conclusion 668

Keys to Remember 668

The Rest Is up to You—You Control Your Destiny! 669

Contact Us 670

Author Bios 671

Index 676

Free info. – Why the new sales gimmicks don’t work…Join us online 679

Other Thoughts Regarding the Cold Call	……………………………………..	126
Keep Track of Your Calls	……………………………………..	126
How Much Time Should You Spend on a Call?	……………………………………..	126
Don’t Make Your Mistakes on the Big Guys	……………………………………..	127
Objections during the Cold Call	……………………………………..	127
What Are You Calling to Sell Me?	……………………………………..	128
Getting in Touch with the Hard-to-Reach “Hot” Prospect	……………………………………..	129
Creative Ideas to Crack That Big Account When All Else Fails	……………………………………..	129
Become Involved in Businesses to Which You’d Like to Sell	……………………………………..	131
You Need to Think Quickly on the Cold Call	……………………………………..	131
The Show Must Go On	……………………………………..	132
There’s No Such Thing as a “Good Lead”	……………………………………..	132
Put Your Prospect’s Customers First	……………………………………..	133
Have Conversations	……………………………………..	133
Put Yourself in the Other Person’s Shoes on All Calls	……………………………………..	134

Putting Your Presentation Together	……………………………………..	151
The Importance of a Powerful Presentation	……………………………………..	151
The Elements of a Powerful Presentation	……………………………………..	152
The Three Parts of Your Presentation	……………………………………..	153
Why People Buy	……………………………………..	154
What You’re Really Selling	……………………………………..	154
The Carrot and the Stick	……………………………………..	156
Use Emotion and Logic in Your Presentation	……………………………………..	157
Enthusiasm Sells!	……………………………………..	159
Emotion is Unique to Each Individual	……………………………………..	160
Add Emotion by Bringing Family into the Presentation	……………………………………..	160
Let’s Talk “Logical” Numbers	……………………………………..	162
The Cost of Not Owning Your Product or Service	……………………………………..	162
Return on Investment (ROI) Models	……………………………………..	166
Involve as Many of the Senses as Possible in Your Presentation	……………………………………..	167
Paint Pictures and Tell Stories while Selling	……………………………………..	167
Some Quick Illustrations and Stories	……………………………………..	169
Create Your Own Stories and Paint Your Own Pictures	……………………………………..	170
Present Colorful Pictures, Drawings, and Charts	……………………………………..	171
Use Technology	……………………………………..	172
Have a Contingency Plan Should Your Technology Fail	……………………………………..	172
A Note on All Visual Aids	……………………………………..	173
Watch What You Use as a Screen Saver	……………………………………..	173
Different Presentations for Different Audiences	……………………………………..	173
Talk about What Your Target Audience Is Interested In	……………………………………..	175
Expand Your Horizons	……………………………………..	176
The Steps to Creating Your Presentation	……………………………………..	176
Other Quick Ideas	……………………………………..	178

Delivering Your Presentation	……………………………………..	196
Deliver Your Presentation with Energy and Enthusiasm	……………………………………..	196
Getting and Keeping the Prospect’s Full Attention during the Presentation	……………………………………..	196
Make More “Hit ’Em between the Eyes” Statements at Various Points in the Presentation	……………………………………..	197
The Prospect Has Her Own Agenda	……………………………………..	197
Competing for the Prospect’s Attention	……………………………………..	199
Find Out Where You’re at during the Presentation	……………………………………..	200
Look for Other Indicator	……………………………………..	200
Sell the Relationship in Addition to the Product or Service	……………………………………..	200
Name-dropping in Your Presentation	……………………………………..	201
Where to Sit When Presenting	……………………………………..	201
Where to Look during Your Presentation	……………………………………..	202
Get by with a Little Help from Your Friends	……………………………………..	202
Point Out Weaknesses	……………………………………..	202
Give the Prospect Enough but Not Too Much Information	……………………………………..	203
Talk in Terms the Prospect Can Understand	……………………………………..	204
Words and Phrases in your Presentation	……………………………………..	205
Mistakes People Make during Presentations	……………………………………..	210
Some Notes on Group Presentations	……………………………………..	212

The Price Objection	……………………………………..	363
Preventing the Price Objection during the Qualifying Stage	……………………………………..	363
Handling the Price Objection during Your Presentation	……………………………………..	367
Some Answers to the Price Objection	……………………………………..	368
Other Answers to Specific Money Objections	……………………………………..	372
I Have No Money	……………………………………..	373
I’m Waiting until after April 15	……………………………………..	373
Your Price Is Too High	……………………………………..	374
Ignoring the Price Objection	……………………………………..	374
How to Determine if Price Really Is the Sole Reason the Prospect Is Not	……………………………………..	375
Moving Ahead	……………………………………..	375
How to Deal with the “Price” Shopper	……………………………………..	376
My Cost to You? One Cent	……………………………………..	377
Are You Cheap?	……………………………………..	378
Will the Real Cheapo Please Stand Up?	……………………………………..	379
Other Things to Consider in the Price War	……………………………………..	379
The Psychology of the Purchase Agent	……………………………………..	379
Are You the Lowest Price in the Market, the Highest Price, or Somewhere in Between?	……………………………………..	379
Build Value and Avoid Cutting Price	……………………………………..	380

More Objections	……………………………………..	381
I Want to Think about It	……………………………………..	381
Leave Me Some Information	……………………………………..	382
I Want to Check Other Places First	……………………………………..	384
I Want to Watch It	……………………………………..	386
I Need to Talk to Someone Else	……………………………………..	387
I Need to Talk to My Wife/Husband/Significant Other	……………………………………..	388
I Need Approval from My Boss/Accounting Department/Purchasing/Etc	……………………………………..	390
I Need to Talk to My Accountant/Attorney	……………………………………..	391
Annual Budget Spent/Not in Budget	……………………………………..	393
I’m Happy with My Current Vendor	……………………………………..	395
I’m Waiting to See What Happens with the Election	……………………………………..	398
I’m Waiting until Next Year	……………………………………..	399
Another Answer for All “Wait and See” Objections	……………………………………..	399
Call Me Back at Some Point in the Future	……………………………………..	400
I’m Waiting Until the New Models Come Out	……………………………………..	401
I Do It Myself/I Use the Internet	……………………………………..	401
I Just Lost My Job/My Cat Just Died/My House Just Burned Down	……………………………………..	403
I Only Deal Locally	……………………………………..	404
I Only Buy Stocks/Real Estate/Etc.	……………………………………..	405
05I Don’t Like You	……………………………………..	405
I Had a Bad Experience with…or I Don’t Like Your Company or Product	……………………………………..	405
Comebacks to Any Objection	……………………………………..	407
As a Last Resort If You Are Unable to Find the Objection	……………………………………..	408
Objections during the Cold Call	……………………………………..	408
Objections Created by the Competition	……………………………………..	408
Do You Work on Commission?	……………………………………..	410
What If You Keep Getting the Same Objection?	……………………………………..	411
The Best Way to Avoid and Defuse All Objections	……………………………………..	412
A Summary of Ideas on Objections	……………………………………..	413

Closing the Prospect	……………………………………..	423
Adapt to the Personality of the Person You’re Closing	……………………………………..	423
Speak the Same Language as the Person You’re Closing	……………………………………..	424
Timing is Important When Closing	……………………………………..	424
Look for Indicators That It’s Time to Close	……………………………………..	425
Specific Answers to the Closing Indicators Above	……………………………………..	430
Paint Pictures When Closing	……………………………………..	434
Bring the Other Senses into the Close	……………………………………..	434
Bring the Prospect’s Family Members and Dreams into the Close	……………………………………..	435
Hard Sell Versus Soft Sell	……………………………………..	435
Be Prepared to Hear “No” a Few Times	……………………………………..	436
How Many Times Should You Hear “No” Before You Give Up?	……………………………………..	438
What If a Prospect Asks You a Question More Than Once?	……………………………………..	439
Don’t Let Not Having an Answer to a Question Stop the Close	……………………………………..	440
Don’t Let the Wrong Answer to the Prospect’s Question Stop You	……………………………………..	443
The Words You Use When Closing	……………………………………..	444
The Words You Use When Closing 444 How Far Can You Go?	……………………………………..	445
Presenting the Contract	……………………………………..	445

Customer Challenge	……………………………………..	551
Set a Positive Tone for Challenging Customer Meetings	……………………………………..	551
Dealing with Unhappy Customers	……………………………………..	553
Don’t Add Fuel to a Customer’s Fire	……………………………………..	554
Taking Attitude from Customers	……………………………………..	556
How to Handle Problem Accounts	……………………………………..	557
Firing a Customer	……………………………………..	557
How to Annoy or Anger Customers	……………………………………..	559
Two More Ways to Annoy Customers	……………………………………..	560
What If You Truly Anger a Customer?	……………………………………..	561
Stop Customer Complaints before They Begin	……………………………………..	561
Preventing Problems with Detailed Customer Notes	……………………………………..	563
Another Potential Hot Potato—Employee Turnover	……………………………………..	564
Another Place to Be Careful	……………………………………..	567
One More Landmine	……………………………………..	568
A Summary of Ideas for after the Close	……………………………………..	570

Other Thoughts on Telephone Selling	……………………………………..	630
How Long Should Your Calls Last?	……………………………………..	630
Keep Track of Calls and Results	……………………………………..	631
Meeting Someone in Person	……………………………………..	636
Keeping the Listener’s Attention	……………………………………..	639
Keeping Control of the Conversation	……………………………………..	640
Improve Your Voice with a Recording Device	……………………………………..	642
Record Yourself When You’re in a Slump	……………………………………..	643
Even Veterans Should Record Calls Occasionally	……………………………………..	644
Keep Some Recordings of Successful Calls	……………………………………..	644
Up, Down, and In-between Notes	……………………………………..	644
Using Humor on the Phone	……………………………………..	645
Left Ear versus Right Ear	……………………………………..	645
An Advanced Technique: Using More Than One Phone	……………………………………..	646
Using the Speakerphone	……………………………………..	647
Automatic Calling Machines	……………………………………..	648
Have an Assistant	……………………………………..	648
Ask for Referrals	……………………………………..	648
Have Conversations	……………………………………..	648
Put Yourself in the Other Person’s Shoes on All Calls	……………………………………..	648
A Summary of Ideas on Telephone Sales	……………………………………..	650