Jason Forrest - Warrior Selling: The 12 Steps to Achieving a 100% Conversion Rate

Copyright 2022 by Jason Forrest

First Skyhorse Publishing edition published 2022

All rights reserved. No part of this book may be reproduced in any manner without the express written consent of the publisher, except in the case of brief excerpts in critical reviews or articles. All inquiries should be addressed to Skyhorse Publishing, 307 West 36th Street, 11th Floor, New York, NY 10018.

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Library of Congress Cataloging-in-Publication Data is available on file.

Cover design by David Ter-Avanesyan and Forrest Performance Group

Print ISBN: 978-1-5107-7425-4

Ebook ISBN: 978-1-5107-7433-9

Printed in United States of America

To anyone who joins me on the mission to ignite the pride, purpose, and respect for the profession of sales!

Contents

Acknowledgments

Thank you to the following FPG teammates who helped bring this book to print:

• Aley Salcedo
• Eric De La Rosa
• Kathy Kender
• Laurie McCullar
• Jacqui Faber
• Zaither Rueda

Thank you to my kids: Saunders, Mary Jane, and Elisabeth, for all of your love and support.

My greatest appreciation goes to Mary Marshall Forrest. You are so many people to me:

• As the senior editor, you have up-leveled every page of this book through your genius way of communicating my vision in a simple and easy way for everyone to learn.
• As the chief learning officer, you have field-tested with our clients every concept taught in this book to ensure that everything we teach only leads sales warriors to become their very best and give them an advantage in all circumstances.
• As my wife, you have unrivaled belief in me and my mission to ignite the pride, purpose, and respect for professional sales.
• As my girlfriend, with our weekly date nights, you ground me so I can understand, every week, what really matters.
• As my best friend, you speak your highest truth to me and push me to achieve my greatest purpose.

Introduction

Right now, you are reading this book for one of three reasons:

• You are new to sales and looking to adopt a step-by-step process that will help you dominate in your new career.
• You are a salesperson experiencing a slump, and you are looking for solutions.
• You are in the top 1 percent as a salesperson and are always seeking leading-edge sales techniques and resources to give you a competitive advantage.

Wherever you are in your sales career right now, this book will help. I can tell you with 100 percent confidence that if you experience inconsistency throughout the year, struggle to handle objections, lose customers to the competition, or even want a structured resource to keep you at the top of your game, then this book is for you. I wrote this book for one sole purpose: to show you a way to achieve the highest conversion rateno matter the economic climate, circumstance, or situation.

A consistent process will be the key to your improved conversion rate. An inconsistent sales process leads to inconsistent results, which leads to uncertainty in your sales forecast. Harvard Business Review found that companies that defined a formal sales process experienced 18 percent more revenue growth than companies that didnt. And guess what? Those companies that executed that research performed at an even higher growth percentage. This is nuts, right? Just having a formal sales process without the accountability of execution showed an 18 percent revenue growth. Can you imagine what would happen to your own sales if you both read this sales process and implemented it? Right now, do the math to figure out what an 18 percent raise this year would be for you. Use that as your motivation to implement the ideas you read in this book.

This book provides a bulletproof sales process for you. It was created from my own personal experiences in sales, distilling the best ideas from leading sales experts, and refined by studying hundreds of sales warriors across every industry you can imagine. I can promise you that everything in this book has been personally vetted by

Ive stripped down my award-winning ninety-day Warrior Selling Training program to the basics and provided it here in Warrior Selling for you to adopt as your new sales process. The process will meet your current circumstances and any situation in the years to come. Its twelve steps will teach you how to understand your customers mission on a deeper level, to present solutions without fear or hesitation, and to remove ambiguity to resolve your sales. The process that you walk away with will continue to be relevant, so you can continue to sell through any season, situation, or circumstance.

Most sales training and books are based on somebodys opinion; the author is writing a book to teach the world to sell in the way that the author wants to buy. Warrior Selling is different. It is not my opinion. It was not created based on my preferences. Every step in this process is backed by research that shows the majority of people respond positively to this method of selling. The research comes from BSRP, the leading research company on the science of selling; from neurolinguistic programming (NLP); and the work of many different psychologists. Each of the twelve steps in Warrior Selling uses research from the Behavioral Sciences Research Press or from NLP metaprograms that prove a correlation to closing sales. I urge you to read this book with confidence that the steps have a proven correlation to closing more sales, when executed correctly. I want you to feel confident in the twelve steps knowing that every bit of this process is backed by science, showing the majority of people will respond positively to this approach.

More important, this process was not just created by scientists and theorists but also by studying practitioners. These practitioners are among the top 20 percent of sales professionals across more than forty industries that we serve. (We call them Sales Warriors.) We observed and interviewed them to clearly understand how they think, behave, and speak. Next, we field-tested the approach through our own use of the steps when selling FPGs sales recruiting and sales training services. Once we were comfortable that we had a winning process, we gave it to our clients. As of this writing, thousands of sales professionals across forty different industries have learned and executed the twelve steps to Warrior Selling, with record results. We did all of this to ensure that everything in this book makes up the most relevantand most successfulsales process.

Ill say to you what I say to all my clients: Im not in the business of making salespeople worse or poorer. If you need a little more convincing, here are several of the over forty industries (as of this publication) represented by those who have gone through our Warrior Selling program successfully and have provided testimonies affirming their success: