Ralph R. Roberts - 52 Weeks of Sales Success. Americas #1 Salesman Shows You How to Send Sales Soaring

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Table of Contents

Preface

By most peoples standards, I am highly successful. What success means to me, however, encompasses much more than professional success. It conveys a sense of balance. After all, if you are successful in sales at the expense of your health, your relationships, or your soul, what have you really achieved?

In this book, I present 52 lessons that I gleaned from my 30-year career in sales. Most of these lessons encourage you and show you how to achieve not only what I consider sales success but also how to lead a successful life. By putting these lessons into practice, you will be able to sell more and earn more while spending less time and effort doing it. You will be able to focus on what you do bestselling and serving your customersand outsource the rest to people who are better equipped to play a supporting role. You will have more time to pursue your dreams, spend quality time with your significant others, and contribute to your community. Your life will become more rewarding and fulfilling.

I have written other books on the art of selling, including Advanced Selling For Dummies and Walk Like a Giant, Sell Like a Madman. During the writing of this book, I was also co-authoring Cross-Cultural Selling For Dummies with my friend and colleague cross-cultural selling specialist Michael Soon Lee. I believe that all of these books are excellent resources on the how-to of selling. I believe that 52 Weeks of Sales Success is special, however, because it steps you through the process over the course of a year, providing bite-sized bits of wisdom that you can implement over time rather than getting overwhelmed by trying to do everything at once.

I practice these lessons myself, and during the time when my career was focused on selling homes, the strategies I describe in this book helped me boost sales from a previously unheard of 300 homes a year to an incredible 600 homes per yearalmost a hundred times what an average Realtor does each 12 months. I quote these figures not to boast (after all, a lot of talented and dedicated people helped me achieve that mark), but to prove that the strategies I developed and present in this book really work.

This book is a product of my Monday morning meetings with my staff. During these meetings, I have always had the goal of teaching my sales staff a new strategy or technique. I figured if I could teach them one valuable lesson per week, by the end of the year, they would have all the knowledge and skills required to become top producers in our very competitive marketplace.

In essence, this book is the recorded version of a yearlong series of seminars that I conducted for my staff. Just as I took one important topic per week for them, Ive decided to organize this book around a one-idea-a-week-for-52-weeks principle. You can read the book that wayone chapter per weekor you can read it all in one sitting and dip back into it when you need a refresher course. Or you can skip around to the topics that seem especially relevant to you. Ive tried to make this book as flexible and as useful for you as I would want such a book to be for me and my staff.

Just as I introduced my staff to some of the nations top salespeople, Ill let you meet some of them in these pages, too. For example, well be meeting Stephen Hopson, a remarkable young man who has won every sales award for stockbrokers that Merrill Lynch can give. And Patty Klein, a super travel agent here in Metro Detroit. And Jonathan Dwoskin, who taught me how to transfer basic sales techniques to the world of the Internet. And many, many more.

Its my goal to help all my readers realize that they, too, can be not only good salespeople, but great onestrue superstars. Sometimes people hear me speak and think that I must possess some magic elixir of success, or that Im unnaturally talented. Neither is true. I started out in sales like many of youa green 18-year-old kid with no college who had lots of dreams but not a clue how to make them come true. Thanks to some wonderful mentors and a lot of hard work, Ive accomplished every one of my early dreams. Now Im working on a whole set of new dreamslike changing the world one million people at a time. I know Ill get there someday, and this book will help.

If you take one lesson away from this book, it should be this: Your dreams can become reality. Dont be intimidated; dont be discouraged. We all have bad days, but success is just a matter of following the step-by-step path of progress that others have already laid out for you. I truly expect that this book will teach you a lesson a week to help you come up to me and say, Thanks Ralph, your book helped make me a superstar just like you!

Acknowledgments

The authors would like to thank our agent, Neil Salkind of Studio B (www.studiob.com), and our editor at John Wiley & Sons, Shannon Vargo, for breathing new life into one of Ralphs first and most successful books. Thanks also to Lois Maljak, Ralphs second in command, without whom this project would not have been possible. Special thanks to Ralphs wife (and girlfriend), Kathleen Roberts, who read and critiqued the entire manuscript and added her own personal touch. Thanks also to Ralphs team of dedicated and talented professionals who work side-by-side with Ralph in the trenches every day:

Sue Bernier

Lisa Doroh

Paul Doroh

Sarah Hodges

Michele Milam

Ismeta Preldzic

Jessica Ruddle

Jeannie Sample

Steve Sample

Joy Santiago

Frank Sattler

John Selby

Michele Selby

Lauren Wroblewski or McDowell or McDowellski or Wroblewski-McDowell (she cant decide since she just recently got married)

Thanks to the team at Wiley, including Jessica Langan-Peck and Linda Indig, for transforming a high-quality manuscript into an exceptional finished product and tying up any loose ends.

Numerous salespeople and other inspirational souls generously shared their ideas and stories with us (and ultimately with you, the reader). You will meet many of these individuals as you take the 52-week journey that is this book.

We would also like to thank the numerous salespeople who shared their ideas about their profession, reviewed specific chapters, and inspired some of the content. This book would be poorer without their help. Among those we want to thank specifically are the following:

Mikal Belicove is a seasoned freelance writer, ghost blogger, and new media corporate communications consultant whos hotwired to the Internet and the Internet community. Mikal contributed his expertise to the chapters on corporate blogging and social media marketing. For more about Mikal, visit his blog at www.belicove.com.

John Featherston, president and CEO of RISMedia (www.rismedia.com), was instrumental in the creation of Week 47, Build Your Own Sales Team. John is an expert on building power teams for the real estate industry and publishes the monthly Power Team Report for RISMedia. Look for Johns book, co-authored with Ralph R. Roberts, Power Teams: The Complete Guide to Building and Managing a Winning Real Estate Agent Team.

Michael Soon Lee, MBA, is a diversity expert who speaks around the world on selling to multicultural customers. Michaels insights on multicultural marketing and cross-cultural selling inspired some of what we include in Week 45, Expand into Multicultural Markets. Look for his book, co-authored with Ralph R. Roberts and Joe Kraynak,

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