John J. Chapin - Sales Encyclopedia: The Most Comprehensive How-To Guide on Selling

Sales Encyclopedia

The most comprehensive how-to guide on selling.

John J. Chapin

along with

Robert J. Chapin

Kyle Andrews Bill Hall Keith Mooradian Jean Marie Reheuser

www.completeselling.com Eagle View Publishing Eagle View Publishing

Copyright 2009 by Complete Selling, Inc. and Pretium Partners, Inc. All rights reserved. Printed in the United States of America, except as permitted under the United States Copyright Act of 1976, no part of this publication may be reproduced or distributed in any form or by any means, or stored in a data base or retrieval system, without the prior written permission of Complete Selling, Inc. and Pretium Partners, Inc.

Publishers Cataloging-in-Publication (Provided by Quality Books, Inc.)

Sales encyclopedia : the most comprehensive "how-to" guide on selling / Robert J. Chapin ... [et al].

p. cm. Includes bibliographical references and index. LCCN

2008903393

1. Selling--Encyclopedias. I. Chapin, Robert J.

HF5438.25.S35 2008 658.8'003 QBI08-855

ISBN: 978-1-4566-0006-8

The editor for this book was Arlene Prunkle of Pen Ultimate Editorial Services Vancouver, BC Cover design and formatting done by Accurance Co.

eBook version converted and published by eBookIt.com www.completeselling.com www.pretiumpartners.com What Youll Get out of This Book

If you study this book, master its principles, and apply what youve learned, you will find yourself at the very top of the selling profession and youll possess the benefits of that position; namely, lots of money, time, job security, and options.

Top salespeople are some of the highest-paid people on the planet. Top salespeople never have to worry about finding or keeping a job regardless of the economy or how bad everyone else thinks things are. Top salespeople cut through red tape, get around obstacles, and get to the sale faster, thus reaching their goals, objectives, and dreams more rapidly than most. And top salespeople have options; they can work where they want and create the most lucrative conditions for themselves.

This book contains the key information that can make you a top salesperson, and if youre already there, this book can make you even better.

But first, lets face one thing: our profession of selling is only half the equation. The truth is that everyone needs to be a salesperson to have a successful life. Roughly 85 percent of the happiness or despair you will have in your life will be directly dependent upon your relationships with other people. Those relationships will rely largely on your ability to communicate your ideas effectively and persuasively. Whether youre a parent trying to influence your child, a concerned citizen trying to influence your community, or youre trying to persuade your significant other, we all sellor we try to. Ultimately, you will either sell people on your ideas, or they will sell you on theirs.

In this book, you will learn to sell your ideas and your vision at work, at home, and in other social situations. In short, if you learn, own, and employ the ideas in this book, people will pay more attention to your needs, desires, and the causes that are important to you. You will develop the ability to lead a happier life and enjoy a better standard of living professionally, socially, and financially.

Real Sales Knowledge from Real Top Salespeople When you want to learn to do something to the best of your ability, who do you want to learn from? Of course, you want to learn from individuals who are highly skilled and experienced in that area. Well, youre about to do just that.

The book you hold in your hands is the most comprehensive guide ever written on the subject of selling. The authors of this book have a combined total of over 141 years of real-world, highly successful selling experience.

Most sales books either discuss only one aspect of selling, such as presentations or cold calling, or they speak generally on each area of selling and lack depth. Many of these training resources are by people with only a few years of selling experience, or by people with experience in only one industry. These books are filled with the same advice and worn-out closes that salespeople have been using for fifty years or more. Some of the newer books focus solely on relationship or solution selling, and while

relationships and solutions are very important, they miss the other important aspects of selling.

This book is different. The authors of this book have been at the very top of each industry in which they have sold. They have vast selling experience in both face-toface and telemarketing sales.

They have sold both products and services. They have sold to large corporations as well as to individuals, in good economic times and in bad. They have sold tangibles such as ATM machines, cars, and dental equipment, and they have sold intangibles such as stocks and bonds, insurance, and other services. They have made twenty-five-cent sales and multi-million-dollar sales.

Theyve excelled in fiercely competitive markets, and have sold locally, nationally, and internationally. They have worked for small companies and large.

In some jobs sales was their only responsibility, and in other jobs they had to wear many hats. They have trained many salespeople from some of the largest companies around the world.

They have been mentors to new salespeople, theyve done one-on one, individualized training, and theyve done group sales training. They are very well read on the subject of selling, having studied hundreds of books, tapes, CDs, DVDs, and other training materials on selling, communication, psychology, and other subjects relating to human relations and motivation. In short, the authors of this book know how to sell with the highest degree of success in the real world in any situation.

Whether you have been selling professionally for a long time, or youre just beginning your selling career, you will find new gems of information in this book.

No matter where youve been in selling, the authors of this book have probably been there and can relate.

In this fast-paced world, two of the most important ingredients are information and education. This book has ideas, advice, insight, and specific examples that can be adapted to any selling environment, under any conditions. It covers all aspects of selling, from the obvious items such as presentations, handling objections, and closing, to the not so obvious such as wearing the right clothes, driving the right vehicle, where to park in a customers parking lot, and other subtleties that arent covered in any other sales books.

This book will give you new ideas, reinforce or challenge some current ones, and perhaps remind you of some great ideas youve forgotten. This book is designed to be a complete reference tool.

If you need to brush up in a certain area or need some quick ideas, this book will provide them. In a nutshell, this book will provide you with all the tools necessary to excel at selling in your industry, no matter what that industry might be.

Acknowledgments

A special thanks goes out to the people who helped make this book possible. Among them are Bill Corcoran, Dawn Ertel, and Bill Earle of Accurance Company for their wonderful work on cover and book design. Arlene Prunkle of Pen Ultimate Editorial Services.

Rita Schiano for her editing help. Brenda Culler and Chris Parkison at BookMasters. Bo Bennett and Ryan Levesque of iGroops for their great customer service, expert advice, and help setting up our website and for being our website provider. Simon Shendelman for his photography and design work. Fran McConville for his help and guidance. Gail Cassesse for her sales insight and expertise. Dan Poynter for his outstanding ideas on publishing, John Kremer and Jeffrey Lant for all their great ideas on book marketing. Also thanks to Jeff Herring, The Article Guy, for all his wonderful ideas on writing. Brian Tracy for his great sales ideas. Lee Ann Price for pointing us in the right direction. Michelle Nichols of Savvy Selling for giving us advice along the way. Finally, Bob Chapin would like to thank Paul Taylor, his manager for 27 of his 40+ years in sales. Paul taught Bob many ideas that helped make him a major sales success story.