Chuck Bauer - Sales Mastery: The Sales Book Your Competition Doesnt Want You to Read

Contents

Praise for Sales Mastery

Sales Mastery is designed to increase your sales revenue. I should knowthe past 18 months in Chucks coaching program have yielded this type of result!

Randy Baxter, President, Asset Positioning Services

Sales Coach Chuck really awakened the salesperson within . Using the tactics and approaches found in his new book Sales Mastery , I have placed my family in a 4,000-square-foot house, purchased a brand new 2011 Mustang GT 5.0, earned my private pilots license, and, after that, still put money in the bank! Next up is retirement at age 50. Invest in the Sales Mastery book and get to work like I did!

Matt West, ThomsonReuters

Copyright 2011 by Attitude Ventures, Inc. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.
Published simultaneously in Canada.

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Library of Congress Cataloging-in-Publication Data:

Bauer, Chuck, 1958
Sales mastery : the sales book your competition doesnt want you to read /
Chuck Bauer.
p. cm.
ISBN 978-0-470-90019-2 (cloth); ISBN 978-1-118-00784-6 (ebk);
ISBN 978-1-118-00785-3 (ebk); ISBN 978-1-118-00786-0 (ebk)
1. Selling. I. Title.
HF5438.25.B38 2011
658.85dc22
2010037970

To Dorothy may her entrepreneurial and caring spirit live on forever.

A special heartfelt thanks to my staff who exercised extreme patience with me as I wrote this labor of love, not to mention their contributions of time, effort, and knowledge in helping me complete Sales Mastery .

And to all the client companies, business owners, and professional salespeople whom I have had the honor of working with through the years, this book is about you and all because of you!

Foreword

We did the right thing. It will improve his business, Dan Foreman, the experienced advertising sales executive, says to his less-experienced boss in the motion picture In Good Company . As sales professionals, it is our responsibility to master the sales process so that we can effectively serve our customers needs and improve their businesses. It is really not too ironic to think that the word sales is derived from the Norwegian word seji , which means to serve. If you were to ponder this for a moment, you must ask yourself, how can you serve if you do not know your customers needs? How can you serve if you are not a master of the sales process? This book will help you master the sales process. To be successful in sales and stay in advance of your competition, you must become proficient in the sales process. That is why you should buy, read, and study this book. Chuck Bauers Sales Mastery will help you master the sales process, and you will find yourself overtaking and staying ahead of the competition.

Keeping ahead of the competition means that you must stand out among the brigade of sales professionals selling to your customer. Your customer is beset with sales advances all day long. How can you stand out and above your competition? Being distinctive is key to being a master of the sales process. This book will help you understand the psychology of the sale, which is crucial to being distinctive in the sales (and marketing) process. It could be said that, of all human interactions, psychology is never more prevalent than in a sales call. In a sales call, the guarded buyer actively deflects the sellers advance (we call them objections). It is here where most sales professionals lose the direction of the call. They are often unable to mentally evaluate the call and survey the intellectual landscape of what is happening in the call and then reengage the customer with a distinctive approach that is more in alignment with the customers needs. The sales process is dynamic and interactive. It is human. There is a psychological and compelling element that is happening in a sales call. The buyer is unaware of this progressive component because it is natural human behavior. You, as the sales professional, should be aware of this factor because a keen understanding of this is the pathway to successful selling and being sales distinctive. Objections are often referred to as buying signals in sales training. You might also venture to say that objections are also moments of opportunity for the sales professional. This is an opportunity for you to be sales distinctive and engage your customer in such a way that you are clearly setting yourself apart from all competitors. Behind the objection lies all the buyers wants, needs, fears, anxieties, insecurities, and so on. If you, as the sales professional, cannot recognize these emotions and approach the call and engage your customer in such as way as to address these emotions with the appropriate response, you will lose control of the call and the ability to effectively serve your customer. The majority of sales books and training focus on the process and, namely, one component of the process in particular, which can be termed as discovery (listening). Most sales books and trainings today do not address the psychology of the sales call. This book addresses the psychology of the sales call. Dont you want to know what your client is thinking when they respond to your sales approach with an objection? Dont you want to know what drives your customers objections? How can you consult with your customer if you cant get past objections and get to the root business challenges of your customer? How can you be\break distinctive?

In summary, this book will help you master your understanding of the sales process, master the psychological component of the sales call, and be more distinctive in your approach to your customers needs. Ultimately it will help you serve your customers better by giving you the tools to identify all the needs of your customer and how your product and service can effectively address those needs. And as a result you will outsell your competition. Now buy this book, read it, study it, and sell. Do the right thing and improve your customers business.