Daniel Ramsey - The Everything Sales Book: Proven techniques guaranteed to get results

Dear Reader,

My first sales job was more than four decades ago. Was I ever nervous! I had taken sales courses, but was not ready for the reality of selling things to others. I knew the steps, the theories, and the motivational phrases, but the first sales calland first Nowas devastating. I almost quit right there.

Somehow, I didnt. I persevered. I learned how to help others buy what they need. I discovered inner strengths that professional salespeople develop. Ive even been able to apply some of these skills to other aspects of my life.

Since my first day in sales, Ive sold in retail stores; sold advertising for newspapers, shoppers, and radio; sold business software systems; houses and businesses; and a wide variety of other products and services, garnering sales awards and a good income. One of my sales jobs took me to England, Germany, Holland, Belgium, France, and Indonesiaand my bosses were happy to pay all of my expenses.

I wish I knew then what I know now about the profession of sales. It is a satisfying and rewarding career that contributes to the lives of others. And it doesnt have to be cutthroat. You dont have to be deceptive or greedy to be successful. There are plenty of opportunities for those who sincerely care about their customers and how they serve others. Im honored to be able to share these proven techniques with you in this book.

Wherever you are in your sales careerstarting out or burning outthis book will guide you in developing a fulfilling and rewarding career as a Golden Rule Seller.

Best wishes,

These handy, accessible books give you all you need to tackle a difficult project, gain a new hobby, comprehend a fascinating topic, prepare for an exam, or even brush up on something you learned back in school but have since forgotten.

You can choose to read an Everything book from cover to cover or just pick out the information you want from our four useful boxes: e-questions, e-facts, e-alerts, and e-ssentials.

We give you everything you need to know on the subject, but throw in a lot of fun stuff along the way, too.

We now have more than 400 Everything books in print, spanning such wide-ranging categories as weddings, pregnancy, cooking, music instruction, foreign language, crafts, pets, New Age, and so much more. When youre done reading them all, you can finally say you know Everything!

PUBLISHER Karen Cooper

DIRECTOR OF ACQUISITIONS AND INNOVATION Paula Munier

MANAGING EDITOR, EVERYTHING SERIES Lisa Laing

COPY CHIEF Casey Ebert

ACQUISITIONS EDITOR Lisa Laing

SENIOR DEVELOPMENT EDITOR Brett Palana-Shanahan

EDITORIAL ASSISTANT Hillary Thompson

Visit the entire Everything series at www.everything.com

THE

SALES

BOOK

Proven techniques guaranteed to get results

Dan Ramsey

To your Golden Rule career in sales.

Copyright 2009 by F+W Media, Inc. All rights reserved.
This book, or parts thereof, may not be reproduced
in any form without permission from the publisher; exceptions
are made for brief excerpts used in published reviews.

An Everything Series Book.
Everything and everything.com are registered trademarks of F+W Media, Inc.

Published by Adams Media, a division of F+W Media
57 Littlefield Street, Avon, MA 02322 U.S.A.
www.adamsmedia.com

ISBN 10: 1-59869-638-6
ISBN 13: 978-1-59869-638-7

Printed in the United States of America.

J I H G F E D C B A

Library of Congress Cataloging-in-Publication Data
is available from the publisher.

This publication is designed to provide accurate and authoritative information with regard to the subject matter covered. It is sold with the understanding that the publisher is not engaged in rendering legal, accounting, or other professional advice. If legal advice or other expert assistance is required, the services of a competent professional person should be sought.

From a Declaration of Principles jointly adopted by a Committee of the
American Bar Association and a Committee of Publishers and Associations

Many of the designations used by manufacturers and sellers to distinguish their products are claimed as trademarks. Where those designations appear in this book and Adams Media was aware of a trademark claim, the designations have been printed with initial capital letters.

This book is available at quantity discounts for bulk purchases.
For information, please call 1-800-289-0963.

Literally thousands of people have taught me about the profession of sales. They include customers, prospects, employers, competitors, andespeciallyother salespeople. In addition, Ive been fortunate to learn from Zig Ziglar and Tom Hopkins, two of the worlds greatest salespeople. Zig is a consummate Golden Rule Seller. Tom is a leading inspiration in the sales profession. Thanks also go to the U.S. Bureau of Labor Statistics for compiling employment statistics on people in the occupation of sales.

I also thank editors Lisa Laing and Brett Palana-Shanahan, and agent Bob Diforio for making this book possibleand my family for making it necessary.

1. Features and Benefits: Buyers purchase features and benefits, not products and services.

2. Selling Against Your Competition: Make sure that you know your competition better than your buyers do.

3. Selling on Price: Instead of selling on price, help your buyers undestand the greater value of what you offer.

4. The Soft Sell: Use suggestion and gentle persuasion to help your buyers make decisions.

5. The Hard Sell: Most buyers today have too many other choices than to be sold using fear and intimidation.

6. Good-Friends Selling: Buyers dont want the good-friends approach; they prefer friendly assistance.

7. Selling on Reputation: If your buyers trust you to be honest and accurate, they will buy more from you.

8. Problem-Solution Selling: Buyers have a problem that you can solve. By asking relevant questions and listening to answers, you can help them buy.

9. Consultive Selling: Once youve earned a position of authority and trust with your buyers, you can consult with them toward the best solution.

10. Value-Added Selling: Adding real or perceived value to transactions can improve your sales income.