Greg Nanigian - Why People Buy: The Real Reasons Features and Benefits Selling Doesnt Work

Praise for WHY PEOPLE BUY

I started with Greg Nanigian back in 1988. Not a day goes by that I do not use something Greg taught me. I built my entire career on top of his bedrock of vital business insights. Thirty years later, I sent my son to him.

John Fanning

Founding Chairman and CEO
Napster Inc.

Greg has been an instrumental part of my companys growth strategy. His personality and training skills allow him to do an exceptional job at bringing out the best in my entire staff. From the salespeople who solicit business and uncover pain, to the designers who work with clients through the difficult but joyous process of a kitchen remodel, to the customer-service team and installers and truck drivers who interface with clients on a regular basis, everyone has become so much better at communicating.

Henry Lombard

President
Roomscapes Cabinetry and Design Center

In my opinion, Greg Nanigian is one of the most effective sales training coaches working in the field today. Greg understands the psychology of the sales process and understands how to help prospects make the decision to buy. Hes direct and knowledgeable, and he has helped my team grow substantial opportunities at our firm in a very short time.

Jason Dodd

Principal
Tiziani Whitmyre Inc.

I implemented the system in this book into my sales activities and I tripled my income in nine months.

Jim Berry

Vice President of Sales and Marketing
H.T. Berry & Company Inc.

Ive studied and taken part in training with Greg Nanigian for 15-plus years. Most of our salespeople have been trained by him as well. Greg has taught my sales team to remove all the mystification from prospecting to closing and beyond. Now theyre laser-focused on whos a real prospectand theyre not wasting time on whos not. Sales forecasts are more accurate, sales are up, the sales team and I speak the same language, and our customers are happy. Highly recommend.

Ted Furlong

National Accounts Sales Manager
American Roller

Nobody likes changejust ask my employees. The reaction that we were starting a sales program did not go over well. Gregs experience and insights were invaluable in guiding us through the growing pains of learning and practicing the process until we were more comfortable. We are now in our second year and the rewards of sticking with the plan are paying off, in terms of both quality customers and profitability.

Kevin Medeiros

President and CEO
Goodrich Lumber

Gregs seemingly infinite knowledge and expertise have been a never-ending boon to both my business and to me personally.

Mark Lappen

President and CEO
RPC Packaging and Supply, Inc.

As a veteran of several sales training systems, I have found the method described in this book to be superior to all. My year-long training under the tutelage of Greg Nanigian paid for itself in just a few months. I found that the foundation of honesty and openness that underlies his philosophy resonated with me and was much easier to implement than, say, a program that promises one hundred ways to counter an objection. Just when I thought that I had remembered all the training I received from Greg, this book arrived and served as an invaluable reminder of how much Id actually forgotten. Greg managed to distill the essence of the entire method in this short book. Whether sales is your title and profession or you just occasionally interact with a prospect or customer, there are two things you should do: Enroll in Sandler training, and buy this book.

Mark Spencer

President
Water Analytics, Inc.

At first, I was a non-believer in a sales system. Ten years later, I still turn to Gregs training and insist my team is also trained. It has made a huge difference in how I approach partnership development.

Carolyn Morgan

President
Precision Effect

I started with Greg six months ago. My confidence in selling improved to the point that I no longer say I am a CFO; I say Im in business development. I get to no or close within a few meetings and no longer chase the maybe accounts. My sales have more than tripled, and I could not recommend a better coach than Greg Nanigian. Cold calls and prospecting are no longer a challenge and have become part of my weekly routine.

Joe Warrino

CFO
Now Business Intelligence

I took sales training with Greg for several years, along with my salespeople. I kept investing time and money into it because it worked. Following the system he teaches was definitely a key factor in my success. I recommend that all salespeople who are committed to success read this book and begin practicing the techniques and strategies it containstoday.

Danny Munson

Former Founder, VP Sales and Marketing
CDS Business Mapping, LLC
(Sold to CoreLogic [NYSE: CLGX])

We have over 75 salespeople worldwide, and the lessons in this book are the essential foundation of our selling philosophies, techniques, and methodology. As the leader of a sales organization, I have seen our team benefit tremendously by getting to know, understand, and use the system in this book. We have worked with Greg for more than 15 years, and have used his training on a regular basis. The system is powerful with thousands of hours of training, and Greg has done a fantastic job of distilling the essence through this book. He is a great trainer, and this shows in every chapter of Why People Buy.

Roger Reiser

President, Robert Reiser and Company

2017 Sandler Systems, Inc. All rights reserved.

Reproduction, modification, storage in a retrieval system or retransmission, in any form or by any means, electronic, mechanical, or otherwise, is strictly prohibited without the prior written permission of Sandler Systems, Inc.

S Sandler Training (with design), Sandler, Sandler Selling System, Sandler Pain Funnel, Negative Reverse Selling, and Sandler Training are registered service marks of Sandler Systems, Inc.

Sandler Submarine (words and design) is a service mark of Sandler Systems, Inc.

Because the English language lacks a generic singular pronoun that indicates both genders, we have used the masculine pronouns for the sake of style, readability, and brevity. This material applies to both men and women.

Paperback: 978-0-692-90453-4

E-book: 978-0-692-90454-1

Dedication

This book is dedicated to Jesus Christ who made the ultimate sacrifice in dying for my sins so that I could have eternal life, as it says in the Bible, John 3:16. He gave me my purpose, which is to grow people. He healed me from what would have been a lifelong illness. He gave me the opportunity to use sales, sales management, and negotiating training to grow people and to teach such that lives could be changed for the better. Hes energized me to race a super late model stock car in his name. He helped me to become a great sales, sales management, and negotiating trainer. He helped me find my beloved Yvonne.

CONTENTS

Acknowledgments

I found David Sandlers training program when I was a young man. His philosophies on selling and life changed my life. He believed in working smart and playing hard. My father Jacob believed in the value of focusing and hard work. From these two men I learned how to work hard, work smart, play hard, and focus. Thank goodness I learned when doing these things are appropriate!

Thanks to David Mattson, who has done a masterful job as President/CEO of Sandler Training. Under his leadership, Sandler delivers more hours per year of sales and sales management training than any other organization in the business.