Fredrik Eklund & Bruce Littlefield - The Sell: The Secrets of Selling Anything to Anyone
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Abstract: The nations #1 real estate broker and star of Bravos Million Dollar Listing New York shares his secrets for superstar success and getting what you want out of life?no matter who you are or what you do. Ten years ago, Fredrik Eklund moved to New York City from his native Sweden with nothing but a pair of worn-out sneakers and a dream: to make it big in the city that never sleeps. Since then, hes become the top seller in the most competitive real estate market on the planet, brokering multimillion-dollar deals for celebrities, selling out properties all over the city, and charming audiences around the world as one of the stars of the hit Bravo series Million Dollar Listing New York . Now, for the first time, Fredrik shares his secrets so that anyone can find success doing what they love. According to Fredrik, even if you dont consider yourself a salesperson, youve been in sales your whole life because every day you are selling your most important asset: yourself. Whenever you influence, persuade or convince someone to give you something in exchange for what youve got?whether its a luxury home, a great idea at work, or your profile on Match.com?you are selling. And if you know how to sell the right way, you can live your dream. That is what The Sell is all about. Blending personal stories, hilarious anecdotes, and the expertise hes gained from his meteoric rise, Fredrik has written the modern guide on becoming successful, a book that tells you how to recognize and cultivate your true talents and make the ultimate sell. From the importance of being your most authentic self to looking like a million bucks even if you dont have a million bucks (yet!), he shows how intangible factors like personality and charm can get you noticed and make you shine. He also shares his tips and tricks for preparing, persuading, and negotiating so that in any of lifes dealings, youll come out a winner. Whether you work on Wall Street or at Wal-Mart, aim to become the top seller at your company or want to impress a first date, The Sell will help you have more personal and professional success, lead a rich and fulfilling life, and have fun along the way
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An imprint of Penguin Random House
375 Hudson Street
New York, New York 10014
Copyright 2015 by Fredrik Eklund
Penguin supports copyright. Copyright fuels creativity, encourages diverse voices, promotes free speech, and creates a vibrant culture. Thank you for buying an authorized edition of this book and for complying with copyright laws by not reproducing, scanning, or distributing any part of it in any form without permission. You are supporting writers and allowing Penguin to continue to publish books for every reader.
Most Avery books are available at special quantity discounts for bulk purchase for sales promotions, premiums, fund-raising, and educational needs. Special books or book excerpts also can be created to fit specific needs. For details, write Special.Markets@us.penguingroup.com.
All photographs in the interior are courtesy of the author.
Library of Congress Cataloging-in-Publication Data
Eklund, Fredrik.
The sell : the secrets of selling anything to anyone / Fredrik Eklund, with Bruce Littlefield.
pages cm
ISBN 978-0-698-19160-0
1. Success. 2. Success in business. 3. SellingPsychological aspects. I. Littlefield, Bruce (Bruce Duanne) II. Title.
BF637.S8E37 2015
658.85dc23
2014043824
While the author has made every effort to provide accurate telephone numbers, Internet addresses, and other contact information at the time of publication, neither the publisher nor the author assumes any responsibility for errors or for changes that occur after publication. Further, the publisher does not have any control over and does not assume any responsibility for author or third-party websites or their content.
Penguin is committed to publishing works of quality and integrity. In that spirit, we are proud to offer this book to our readers; however, the story, the experiences, and the words are the authors alone.
Version_1
For my brother, Sigge
M y journey from small-town Sweden to the very top of the most competitive sales market in the world inspired me to write the book youre holding, and doing so has been an incredible experience. Within these pages Ive included my tricks, gimmicks, aces up my sleeves, and sales secrets, but I feel its important to underline something before you get started. Success takes hard work, research, knowledge, and commitment, but the real victory comes through honesty, transparency, and being true to your word. Thats what makes a truly successful person.
The subtitle of this book is The Secrets of Selling Anything to Anyone, but I want to point out that some things in life are not for sale: your loved ones, your children, your pets, your values, your integrity, your beliefs, your spirituality. Its not only that they are priceless. They are sacred. As a super salesman, its important to remind myself that not even I can sell certain things, especially my soul. Everything else is negotiable.
Fredrik
T he first time I met Fredrik Eklund was poolside atop the SLS Hotel in Beverly Hills. I was in Hollywood shooting an episode of ABCs Shark Tank, and Fredrik was on the roof attracting attention. I can spot a great salesperson from across the street and certainly from across the pool. Fredrik has magnetism thats impossible to miss. At the time, I didnt know who he was (it was before Million Dollar ListingNew York), but I did know one thing: He was a success. Fredrik Eklund has that killer instinct.
When I started my NYC real estate firm in 1973 with a $1,000 loan from a boyfriend, I had no experience in sales and no doubt that Id be successful. Back then there werent any female-owned real estate firms in the city. It was a business worked by women and owned by men. I wasnt welcome, but I certainly got noticed. From wearing my short skirts and bright colors to calling my sales team the Power Brokers, I created my realitythat I was the best seller in the city. And what happened? In 1999, the Corcoran Group became the number one residential real estate company in New York City.
Fredrik, a Swede with no contacts and no real estate license, came to America, and, in less than a dozen years, leads the number one real estate sales team in the nation. Now thats the American dream. Howd he do it? He knew that perception creates reality, and he had the courage to spot and seize opportunity.
The number one trait I always looked for when I was hiring someone for my company and what I look for now when Im investing in entrepreneurs on Shark Tank is passion, a need to succeed. Someone whod rather die than not be the best. Thats Fredrik, and after reading this book, that will be you, too.
Like any great salesperson, Fredrik is very persuasive. For example, bragging about him in this foreword wasnt enough. He even talked me into giving you my five personal beliefs about becoming a success, all of which are included in his secrets to selling anything:
1. People want to do business with someone they like. Dont ever be fooled into thinking that a job is only about the product. Its not. Business is all about the people. If people like you, theyre going to want to work with you. And if they dont, youre going to have an almost insurmountable obstacle to overcome. Your job is to make them like you.
2. Selling is nothing more than playing up the good and playing down the bad. If knowing how to do this comes naturally to you, youve got a head start. If you dont, you can learn. When I worked in a diner, I was up against another waitress to attract customers. All the men wanted to sit with her because she had big breasts. And, well, I dont. It was my mom who gave me my best sales (and life) advice. She told me to forget about what I didnt have, and use what I did havea nice personality, a great smile, and the gift of gabto get customers to want to sit in my section. I packed them in! Maximize the positive; minimize the negative.
3. Every successful person knows how to fail well. Successful people get knocked down like everyone else, but they take less time getting back up and back out there. Did you know the lowest rate of suicide is among commission salespeople? Why? Because they deal with so many rejections on a daily basis, they are more adept at handling lifes hard knocks.
4. Everybody wants what everybody wants. This is the basic psychology of sales. Your task is to figure out how to make people think that what youve got to offer is the best thing since hot dogs and baseball. Two things to remember: More than one buyer creates urgency, and when people are told they cant have something, they want it all the more.
5. The most successful people believe their success is only temporary. Top producers end each year convinced theyll never have another year as good. Their own track record becomes their biggest competition. In great successes, fear breeds accomplishment.
For twenty-five years I managed New Yorks top sellers, and I know how hard successful people work to keep their trade secrets. So, why would you give it all away when youre number one? Why would you create thousands of new successful high-kickers? Let it be known: I think Fredrik is nuts for sharing his secrets, but I suppose a real success isnt afraid of competition. He thrives on it.
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