Rick Conlow - Superstar Sales: A 31-Day Plan to Motivate People, Build Rapport, and Close More Sales

Superstar Sales

A 31-DAY PLAN TO MOTIVATE PEOPLE,
BUILD RAPPORT, AND CLOSE MORE SALES

RICK CONLOW
and
DOUG WATSABAUGH

Copyright 2013 by Rick Conlow and Doug Watsabaugh

All rights reserved under the Pan-American and International Copyright Conventions. This book may not be reproduced, in whole or in part, in any form or by any means electronic or mechanical, including photocopying, recording, or by any information storage and retrieval system now known or hereafter invented, without written permission from the publisher, The Career Press.

SUPERSTAR SALES
EDITED BY JODI BRANDON
TYPESET BY EILEEN MUNSON
Printed in the U.S.A.

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Library of Congress Cataloging-in-Publication Data

The Library of Congress has cataloged the print edition as follows:

Conlow, Rick.
Superstar sales : a 31-day plan to motivate people, build rapport, and close
more sales / by Rick Conlow and Doug Watsabaugh.
pages cm
Includes bibliographical references and index.
ISBN 978-1-60163-266-1 (print) -- ISBN 978-1-60163-527-3 (ebook) 1. Selling.
2. Strategic planning. I. Watsabaugh, Doug, 1951- II. Title.

HF5438.25C6536 2013
658.802--dc23

2013007437

Introduction:
How Good Can You Be?

Day 1
Superstar Selling Assessment

Day 2
Superstar Sales Definitions and Assessment Scoring

Day 3:
Warning: Pessimism Is Hazardous to Your Health!

Day 4:
The Superstar Selling Process

Day 5:
Strategic Sales Planning and Preparation

Day 6:
The Sales Potential Matrix and Prospecting for Profit

Day 7
Buyer Roles, Decision Styles, and the Customer Buying Process

Day 8
Sales Relationship Map

Day 9
Strategic Sales Planning: SWOT Analysis

Day 10
How to Be a Winner

Day 11
Building Rapport

Day 12
Identifying Needs

Day 13
Presenting Solutions

Day 14
Cut the Rope That Holds You Back!

Day 15
Risk vs. Your Rewards

Day 16
Addressing Customer Concerns

Day 17
Overcoming Sales Resistance

Day 18
The Secret Sauce of Selling

Day 19
Closing the Sale

Day 20
5 Ways to Increase Sales Today

Day 21
The Greatest Closing Technique of All Time

Day 22
Success Practices and Peak Performance

Day 23
Best of the Best Exercise

Day 24
Goal Achievement

Day 25
Positive Affirmations

Day 26
Mental Rehearsal

Day 27
Superstar Customer Service

Day 28
Team Selling

Day 29
What Is Your Customers Experience?

Day 30
A Review: Superstar Selling Action Plan

Day 31
Managing Time for Superstar Results

Superstar Selling. Really? Exactly what does that mean? Good questions. Wed like to answer them for you since youve picked up this book.

Yes, really. We believe that you are capable of becoming a Superstar sales professional. And, we believe this book can help you immensely, whether you are a new entry into the world of professional sales or youre an experienced veteran in this rapidly evolving and demanding profession.

This book is a close companion to our recently published book, Superstar Leadership. And, it is similar in this respect: We believe that both professions (leadership and sales) can be learned. We also believe that youll never know all there is to know, and you will never possess all of the skills that are available to youeither as a leader or as a sales professional. At the same time, we have seen many professionals achieve remarkable levels of accomplishment and become true Superstars as a result of their constant search for improvement. Theyve achieved their success, not because they were born leaders or sales professionals, but as a result of constant practice and refinement of their skills and knowledge.

We all know, in theory, that the pace of change today absolutely demands that we become lifelong learners, and that we develop and practice new skills and approaches continuously. As a sales professional today, you are working in a world where the balance of knowledge and power has dramatically shifted toward your customer. Your selling efforts today begin with a customer who already has immediate access to a wealth of information about your product, its (and your) performance history, your pricing, your customers complaints, your competition, and many other things that used to be known only by you. The challenge now is to move up the value chain and find additional ways to add value for your clients. The relationship is important, but customers expect much more from you today than they ever have in the past. You cannot rely on the same old skills and knowledge to develop and maintain productive relationships with your customers.

Superstar Sales is structured to take you through 31 days of learning, practice, and review of todays selling requirements. In our experience, its not just what you know that makes you effective; its what you do with what you know. Professional athletes practice on a daily basis to sharpen their game and renew their strengths. Similarly, you, as a sales professional, must constantly challenge your assumptions, review your use of the fundamentals, and look for new skills and insights that will give you an edge over your competition and help you to differentiate yourself from all of your competitors. Superstar Sales begins with a solid self-assessment and a description of the sales competencies that will equip you to perform at the highest levels in your profession. Next, you will read and work your way through a series of daily sessions that will provide focus, practice, and reinforcement for your skill and knowledge development.

We owe a debt of gratitude to the thousands of sales professionals weve worked with and learned from during our respective 35-plus years as sales professionals, trainers, and consultants. Weve received training and coaching from some of the best trainers and practitioners in the world. Weve observed and coached thousands as theyve strived for and achieved excellence in their field. Much of what weve seen and learned has been distilled into the core ideas, insights, and lessons presented here. We wish you good luck, and we offer you all of our encouragement as you launch yourself into your next great learning adventure. We know its not easy, but we strongly believe its worth the effort. Welcome to the road to Superstar Sales. Work hard, stay focused on your customers, practice continuously, and youll achieve great things!

Rick Conlow and Doug Watsabaugh
January 2013

How good can you be? Can you be a sales Superstar? Scientists estimate that the average human being uses less than 1 percent of his or her own potential. Scientists also note that over the course of our lifetime, we lose 1 percent of our potential. Now, we just need to make sure that the 1 percent we lose isnt the 1 percent we use.

Research indicates that ongoing learning and training help people tap into their potential. This means that you have a tremendous opportunity to achieve sales success. Unfortunately, too many salespeople use excuses, which ultimately cap their income and limit their results. There are seven common but deadly excuses that can be dangerous: