Lakhani - How to sell when nobodys buying: (and how to sell even more when they are)
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How to sell when nobodys buying: (and how to sell even more when they are): summary, description and annotation
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The most effective sales strategies for tough economic times Todays selling environment is tough, and only getting tougher. The old tactics are no longer working, and the current economy is only making selling more difficult. You need sales tactics and strategies that work now and fast ... even when no one wants to buy-and tactics and strategies that will work even better when they do want to buy. How to Sell When Nobodys Buying is a practical, effective guide to selling even in the toughest of times. This book is packed with new information about creating sales opportunities. Most sales strategies taught today are based on outdated information from ten, twenty, even thirty years ago and they simply dont work today. Youll find the tools and information you need to gain confidence, create powerful alliances, profitable social networks, and drive your profits to unprecedented highs. Whether you sell business-to-business or direct to the consumer, whether you sell real estate or retail, this is the sales guide for you.-Features effective, simple strategies for selling in tough economic times -Offers free or low-cost prospecting tools that bring in customers by the herd -Includes case studies from top salespeople that reveal new ways to bring in customers -From sales guru Dave Lakhani, author of Persuasion, Subliminal Persuasion, and The Power of an Hour These days, you need all the help you can get to sell effectively. If you want to increase your sales and drive your business forward-no matter what the economy or your industry does-learn How to Sell When Nobodys Buying.;Title Page; Copyright Page; Dedication; Acknowledgements; PREFACE; Chapter 0 -- QUICK START; WARNING!; SEVEN DAYS TO SELLING SUCCESSFULLY WHEN NOBODYS BUYING; Chapter 1 -- GET REAL AND GET FOCUSED; WHEN NOBODYS BUYING, PEOPLE BECOME PREDICTABLE; REALITY IS WHAT YOU FACE EVERY DAY; YOU DO WHATEVER IT TAKES; FOCUS IS THE REAL KEY TO MORE SALES; PRACTICE FEARSOME FOCUS USING THE 45/15 FORMULA; HOW TO CONDITION YOUR COLLEAGUES TO RESPECT YOUR FEARSOME FOCUS; SUGGESTED FEARSOME FOCUS ACTIVITIES
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Trent Leyshan
Cindy McGovern
Andy Paul
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Table of Contents
First and always foremost:
To Austria Raine Lakhani
My sweet daughter, my good friend,
my partner in crime, and my best teacher.
And to some of the other teachers
in my lifeyouve made
all the difference for me:
Dr. Rachna Jain
Dr. Kalinda Rose Stevenson
James Hunter
Shawn Lee
Joel Bauer
To Austria Raine Lakhani
My sweet daughter, my good friend,
my partner in crime, and my best teacher.
And to some of the other teachers
in my lifeyouve made
all the difference for me:
Dr. Rachna Jain
Dr. Kalinda Rose Stevenson
James Hunter
Shawn Lee
Joel Bauer
And finally, to every salesperson
who picks up this book and implements
what he learns: Im honored
to be a part of your success.
who picks up this book and implements
what he learns: Im honored
to be a part of your success.
ACKNOWLEDGMENTS
I could write a whole book of acknowledgments and Id still miss someone.
Id like to thank Dr. Rachna Jain for help with edits and for doing what every good psychologist does: listen while Im ranting and then laugh... at least I think that is what good psychologists do. Anyway, it worked for me.
Id like to thank my brother Bill Willard for keeping things going while I was writing. You are a great asset and an inspiration. I hope to become half the explorer you are.
I want to thank virtually every person who has purchased something from me, from the time I started selling Grit newspaper at age 7 or 8 to you reading this book. Youve created the experience that has allowed me to share with so many people, and I thank you.
This book wouldnt be nearly as good as it is without the contributing authors who are subject matter specialists on some very important topics that you need to know about. So thank you for your contributions, Ray Cronise, Dr. Rachna Jain, Mari Smith, and Craig Ernst.
Id also like to thank Todd Carlson, Dwayne Speagle, Joel Bauer, Scott Marker, Michael Lovitch, and everyone on Twitter, Facebook, and LinkedIn who asked me questions for the book or who shared their thoughts and insights. I appreciate all of you.
To everyone who follows me on Twitter, friends me on Facebook, connects with me on LinkedIn, or buys a book or program from me: Im thrilled that you have enough respect for me to invest the time, effort, and headspace it takes to consume my message. You mean the world to me.
To Gail Kingsbury, Kevin Hogan, Heather Porter, Donna Fox, Ben Mack, Harv Eker, Stephen Pierce, Tony Robbins, Seth Godin, Chet Holmes, Chris Howard, Bill Braseth, Rod Schlienz, Ted Goodier, David Bassiri, Mike Willard, and all my friends in The Entrepreneurs Organization around the world, especially those in my forum, I appreciate you.
Special thanks to Joel Bauer, who always brings me back to focus with the question, How do you sell it, and what is the profit? Thanks Joel, youve become an amazing friend. Lets go skiing!
To Dr. John Stukey and Tara, thanks for all the laughs when I was writing and not laughing much!
Finally to all my clients and students, thank you for going out and selling anyway, even when everyone says nobody is buying. You guys get it and your bank accounts prove it.
PREFACE
Selling changed and someone forgot to tell the sales teams.
Dave Lakhani
That quote is an interesting way to start a book about how to sell when nobodys buying. That quote, combined with rapidly changing economic conditions, is the basis for why nobodys buying.
Twentieth-century selling techniques are dead, but salespeople are trying to ignore its rotting corpse in boardrooms and business lunches around the world every hour of every day. Its time to face the facts: If you want to sell and succeed today, you have to update your skills. The techniques your sales manager learned in a seminar in 1974 that were based on tactics developed in 1954 arent going to help you today. You must develop new strategies and new tactics that reflect the reality of these timesour times. This book will help you do that, but you have to be open to the idea that you are going to work harder and learn more than you have in the past so that you can thrive in the future. If you cant commit to learning something new, no matter how long youve been selling, you should simply quit now; selling isnt for you anymore. Walk away with your dignity intact and find a new career.
If, however, you are willing to buckle down, to learn and test some new ideas in your industry (yes, yours; it is just like everyone elses), then selling when nobodys buying is your time to succeed.
Ask yourself this question: Is it really true that nobodys buying? Of course its not. Economies change, businesses come and go, but what is more accurate is to say that the same people you are used to selling to might not be buying. The people youve always relied on for sales might not be buying. But someone is. You might not even be able to find buyers by looking in the same places youve always looked, but they are still out there. However, you certainly wont find them using the same old tools youve always used.
From the 1980s onward, armed with big budgets, venture capital, and, for the most part, a buzzing economy, sales changed. Big salaries were available; lofty titles such as chief sales officer were offered up, and VP of sales titles were handed out to anyone who showed up, whether they had five minutes of management experience or not. In many industries, sales happened without a lot of work; you simply had to show up to sell. The selling process changed. Salespeople were no longer experts, they were sales professionals; the experts came with them to demonstrate and to answer tough questions, the account managers came behind them to build the relationship, but the salespeople sat in the middle, selling... sort of. You see, in times of big budgets, you need only show up to sell, but when nobodys buying you have to do something different. That is what this book is all about. Ill go so far as to argue that after 2009 the world of business and consumer buying will be a fundamentally different place, one that will require a completely different mindset and a different kind of salesperson to succeed.
Modern salespeople must arm themselves with a new set of skills. They must not only flex with their environment, the economy, and their company; they must also assimilate and adapt new skills to meet people where they live and work. The Internet has changed a lot of things, including how we sell and how we buy.
The skills you are about to learn will not only help you sell when nobodys buyingtheyll be the core skills you need to compete in 2009 and beyond.
QUICK START
HOW TO SELL MORE RIGHT NOW
No matter what, there are always more people who want to buy, always.
Dave Lakhani
I get it. You are in a slump, times are hard, and your industry is going sideways; the economy sucks. Whatever is going on has caused you to need to increase salesand fast. So this chapter is about what you can do when the chips are down to create new sales very quickly while you build on the new strategies that Ill teach you in the rest of the book. But right now lets get focused on some high-value, high-impact actions that you can take.
WARNING!
If you find yourself saying Yeah, yeah or I already know this, then Ill respectfully submit that the problem with sales isnt the economy or anything else; it is you. When you are slumping, you go to things that work consistently. Some of them may not be fun (Ill save those for later in the book), and some may require you to work harder than youve had to in the past. And I only have one response to that:
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