Book Reviews

Join The Profit Club

            The Top Achiever’s Guide to Selling Success

 

Bob has combined forty plus years of retail, wholesale, manufacturing and professional sales and service success along with the skills and techniques he uses to be successful 52 relationship marketing techniques. By applying these sales and marketing techniques Bob’s clients increase their sales and profits immediately and long term.

 

From the first technique ‘Success Formula’ to the last ‘Deliver More Than The Customer Expects” beginners to seasoned veterans find this completely updated edition to be a resource of tremendous vale. Bob penetrates selling’s mystique; he empowers you by revealing, in a salesperson terms, the skills and techniques that make selling easy for the top sales producers

                              -------------------------------------------------

Chapter #  1                                                                                                                                                                                                       Success Formula

 

Why do you buy from the same stores over and over again?

 It is the same reason you go back to the same doctor, dentist and lawyer. Before you read on, think about it. Why do you go back to the same businesses and professionals time after time after time?

 

The answer is a simple one: because you trust them.

 

                                                                                    Trust = Sales

People buy from those they trust, which is another way of saying that trust equals sales.

 

If you can get someone to trust you, you can sell to them.

 

The easiest and most efficient way to establish and build trust is through long-term relationships.  It is the same way you build trust with a spouse or significant other over the years that allows them to trust you more now than they did the first time they met you. It’s all about long-term relationships.

 

                                                                        Relationship = Trust = Sales

 

People trust those whom they have a solid relationship with.

How do we build relationships with prospects we have not yet personally met? Through familiarity.

 

                                                            Familiarity = Relationship =Trust = Sales

 

The more familiar a prospect is with you the quicker you can build a profitable relationship.

 

 To build a relationship with someone you do not know, you must gain their attention, their interest, and their desire to know you. This is easily done through familiarity. You have to position yourself where customers and prospects can see you, meet you and do business with you. This is done in many ways. Guerilla Marketing tells us that it takes 9 advertising impressions before a prospect becomes a customer. You must develop a sales marketing plan that puts you in front of your perfect prospect as many times, economically as needed to make the sale.

How do you stay in front?

·        Business cards

·        Faxes

·        Newspaper & radio advertising

·        Emails

·        Networking meetings

·        Magazine articles

·        Public speaking

·        Newsletters

·        Public service organizations, etc.

Then once you have gained a customer, you must continue to use familiarity to continually enhance the relationship by staying in touch

with them via sales information, cards,     letters, etc.

 

Join The Profit Club formula for sales success:

Familiarity = Relationship = Trust = Sales

Relationship marketing is marketing that builds trust. Trust the customer has in a salesperson to deliver what is promised. Trust that the

salesperson will solve the customer's problems, needs and wants.

 

This book will give you 52 Guaranteed time-tested  techniques that I have gathered, discovered, perfected and polished in over

40 years of retail, service and professional selling.  By using these techniques you will build relationships with prospects to turn them into

profitable customers, and you too will join the profit club.

 

Do you need to know and use all 52 relationship-building techniques?  Well there is an old saying in advertising: "I know one half of my

advertising brings in most of my customers, I just don't know which half." In other words, if you use all 52 techniques, you give yourself

a much better opportunity to turn a prospect into a customer. If you do not use all of the 52 relationship-building techniques,

you reduce your chances.

                                               

 

Chapter # 53                                                                                                                                                         Deliver More Than The Customer Expects

 

As you've no doubt gathered by now, this entire book has been about doing things differently, about being more customer-centered than your competition, about giving the customer more. The business or salesperson that gives the customer “more” will, over the long haul, receive back more.

 

So, here's a simple credo that when followed consistently will ensure your long-term success:

Always deliver more than the customer expects.

 

40 plus years of experience has shown me that if you consistently adhere to this policy, you'll not only be remembered, but you'll be held in the utmost respect as someone who     always exceeds customer expectations.

 

In time, lasting, long-term, profitable relationships will      develop and your referrals will multiply.

 

Here are a couple of examples from my own retailing and consulting experience:

 

When I was in the furniture retail business, if we'd scheduled the customer's delivery for Thursday, on Wednesday morning we'd call and ask, “Would you like your furniture delivered a day early?” Even if the customer chose to stick to their original Thursday delivery date they were still pleased that we offered to deliver a day early. They got the impression that we were “on the ball” and an outfit that aimed to please by delivering more than expected. This gave them one more reason to think of us first the next time that they bought furniture.

 

At closing time in the video rental business it was not        uncommon for us to give the customer an extra, free video rental. After all, we were about to close. Do you think they appreciated that? You bet they did! They got more than they expected.

 

I've carried this same philosophy into my consulting business. I always give at least 2 hours more than the client contracted and paid for. Many times those bonus (FREE) 2 hours result in additional jobs and more paid hours.

 

If you want to build relationships that lead to sales, consistently deliver more than the customer expects.

 

 

Table of Contents     

1  SUCCESS FORMULA…  

2  100% CUSTOMER – CENTERED...                                                         

3  THE POWER OF THE THREE FOOT RULE…                       

4  THE 30 SECOND SALES PITCH…                                                          

5  THE 7-SECOND ANNOUNCEMENT…                                    

6  HANDSHAKES THAT BUILD RELATIONSHIPS…                

7  HOW TO INFLUENCE THE BUYER…                                     

8  GIVE THE CUSTOMER CONTROL…                                     

9  HOW TO KEEP EXISTING CUSTOMERS…                                          

10  NEVER HEAR THE WORD “NO”…                                                      

11  HOW TO ELIMINATE OBJECTIONS…                                               

12  COLD CALL YOUR WAY TO A CLOSE…                                          

13  LISTEN AGGRESSIVELY…                                                                     

14 TURN A PERFECT PROSPECT INTO A PERFECT CUSTOMER…    

15  TELL YOUR CUSTOMER ALL YOU DO FOR THEM…    

16  USE VOICE MAIL TO SELL…                                                

17  ASK PERMISSION NOT FORGIVENESS…                                        

18  TURN INBOUND CALLS INTO CASH…                                             

19  MAKE IT EASY FOR YOUR CUSTOMER TO BUY…        

20  WIN THE HELP OF THE GATEKEEPER…                                           

21  BRIDGE THE GAP BETWEEN YOU AND YOUR CUSTOMER…        

22  VISUAL SELLING TECHNIQUES THAT WORK…                            

23  USE JUST THE RIGHT TOUCH TO BUILD RELATIONSHIPS…      

24  HOW TO TURN COMPLAINTS INTO LOYALTY…                         

25  TURN CRITICISM INTO A POSITIVE FORCE…                               

26  HOW TO KEEP THE UNHAPPY CUSTOMER…                 

27 TREAT EVERY CUSTOMER AS IF THEY WERE A MILLIONAIRE…             

28  DO NOT JUDGE A BOOK BY ITS COVER…                      

29 HOW TO USE AND GROW A CUSTOMER DATABASE…              

30  THE “BOSS” IS ALWAYS RIGHT…                                                

31  USE FAMILIARITY TO BUILD RELATIONSHIPS…           

32  DON’T WASTE YOUR CUSTOMER’S TIME…               

33  LOOK, ACT & SOUND LIKE A PROFESSIONAL…             

34  PROMISE “PM” AND DELIVER “AM”…                                       

35  MAKE YOUR NAMETAG WORK FOR YOU…                                                                                               

36  LET YOUR BUSINESS CARD WORK OVERTIME FOR YOU…   

37  FAX COVERS THAT BUILD RELATIONSHIPS…             

38  HOW TO GET AND USE TESTIMONIALS…                  

39  HOW TO GET AND USE REFERRALS…                                         

40  USE THE WORD “ALL”…                                                                   

41  THE POWER OF FOLLOW-UP CALLS…                                        

42  SMILE ON THE TELEPHONE…                                                       

43  THE ART & SCIENCE OF SURVEYS…                            

44  KEEP IT SIMPLE (THE KISS SYSTEM)…                               

45  DO YOUR HOMEWORK…                                                                      

46  MAKE YOUR CUSTOMER FEEL IMPORTANT…               

47  HOW SAYING “THANK YOU” WILL INCREASE SALES…          

48  GIVE THINGS AWAY…                                                                      

49  SHOW YOU’RE INTERESTED…                                                     

50  DARE TO BE DIFFERENT…                                              

51  CREATE SIGNAGE THAT GETS A POSITIVE RESPONSE…       

52  GET YOUR PRODUCT IN YOUR PROSPECT’S HANDS…            

53  DELIVER MORE THAN THE CUSTOMER EXPECTS…     

You’re Not Lost Until You Are Out Of Gas

110 Pieces of advice my father gave me that will bring you person and business prosperity

 

Whether you are just starting a career or have already obtained a degree of success, you will want to know and use the advice in this book.  Bob combines over 90 years of his father’s experiences and his own to bring you time-tested, guaranteed advice that will help you succeed and prosper.

 

People form all walks of life find this street smart advice to be of tremendous value for building lifelong relationships and to help acquire person and professional wealth.

 

Bob shares sage advice in the form of real-life stories and examples that will positively impact your professional and personal life.

 

Advice that will help you:

            • Maximize opportunities- minimize negatives

            • Put your self in a position of prestige and power

            • Maximize employee efficiency, loyalty and longevity

 

 

Table of Contents

Part 1 You’re Not Lost Until You Are Out Of Gas

Advice #1          You’re not lost until you are out of gas

Advice #2          If it were easy everyone would be doing it

Advice #3          If you can’t afford the gas, don’t buy the car    

Advice #4          There are no small sale

Advice #5          If it is not fun, don’t do it.  It will not be profitable

Advice #6          The only point of view is the customer’s point of view  

Advice #7          It’s easier to be successful when you adapt to the circumstances

Advice #8          Surround yourself with successful people

Advice #9          A pleasant greeting is an inexpensive way to increase sales

Advice #10        Be a superhero and prosper

Advice #11        No matter how right you think you are, the other person just may be right

Advice #12           It is always better to cut your losses than to cut your throat

 Advice #13       Get on the other side of the counter                                 

                    

 

Part 2:  Employees Are Your Lifeblood.  Don’t Spring A Leak

Advice #14        Employees are your life blood. Don’t spring a leak

Advice #15        Employees are the second-most important people in your business

Advice #16        Employees are not forever

Advice #17        Money and benefits alone will not keep employees

Advice #18        If you are no damn good until your first cup of coffee

Advice #19        Hire anyone who is willing to give you an honest days work.

Advice #20        Being taken advantage of will not put you out of business

Advice #21        Never ask an employee to do something you would not do yourself

Advice #22        Use your employees’ knowledge of the customer

Advice #23        To maximize productivity, maximize praise

Advice #24        Only use criticism as a positive action

Advice #25        Good feelings and attitudes are contagious

Advice #26        If you teach people to steal for you, they will steal from you.                                                             

                    

 

Part 3:  Customers Lie

Advice #27        Customer Lie

Advice #28        Don’t get down in the mud with the pigs

Advice #29        It’s always good to get another person’s opinion

Advice #30        When they tell you your price is too high, you have made the sale

Advice #31        Figures don’t lie, liars figure

Advice #32        Don’t spend your money before you have it

Advice #33        A dissatisfied customer, once satisfied becomes a profitable customer for life

Advice #34        Customers you gain easily you will easily lose                         

Advice #35        Don’t put all your eggs in one basket                                         

Advice #36        Have integrity at the time of decision

Advice #37        The honest man does not always win every sale

Advice #38        Dishonest comes back to bite you

Advice #39        Sometimes you have to cut your losses and move on

Advice #40        If you error, error in favor of the customer

Advice #41        Most people that continually tell you they are honest probably aren’t

Advice #42        Don’t let the abusive customers ruin your day

Advice #43        If you talk badly about people or places it will come back

Advice #44        Not everyone you think is dishonest is                                      

Advice #45        Customers know the price of everything, but the value of nothing

 

Part 4:  You Can’t Take It With You, Really You Can’t

Advice #46        You can’t take it with you.  Really you can’t                             

Advice #47        Successful people are those that prosper under adversity      

Advice #48        You must not only be open to change, you must seek it out

Advice #49        Leave well enough alone                                                               

Advice #50        Love your business, but don’t fall in love with your it

Advice #51        Take the money                                                                               

Advice #52        Sometimes you have to let them bring their own bacon           

Advice #53        Sometimes you have to romance the customer                          

Advice #54        The more you show, the more you sell                                       

Advice #55        The one who talks first, loses                                                       

Advice #56        Advertise for the right reason                                                      

Advice #57        A luxury, once had, becomes a necessity                                   

Advice #58        Do a better job and you will get paid more                                 

Advice #59        If we’re so damn smart, why aren’t we rich                                

Advice #60        Let the competition have sales. Run promotions                      

Advice #61        Never ask a question the customer can say ‘NO’ to

 

Part 5: Be Aggressive. Play Hardball When You Have To        

Advice #62        There’s a big difference between having a career and  having a life 

Advice #63        Be aggressive, Play hardball when you have to                        

Advice #64        You can not provide it all                                                              

Advice #65        Always be the first to arrive and the last to leave                     

Advice #66        If you do nothing else correctly, ask for the sale                      

Advice #67        Shop your competition

Advice #68        Always tell your competition ‘Business is great’ even when it isn’t           

Advice #69        Don’t get angry, ask for something                                             

Advice #70        ‘Impossible’ should be a four-letter word                                   

Advice #71        Don’t advertise unless you can measure the results                

Advice #72        The #1 rule of partnerships                                                           

Advice #73        Sometimes you have to beat the referee, too                             

Advice #74        Market to them until they buy or until they die                         

Advice #75        Always give the customer the perception you are busy          

Advice #76        The successful business people turn negative into positives                              

Advice #77        When you give something, you must get something               

Advice #78        The one who keeps records, wins

Advice #79        What is the first thing you mother taught you to

                                                                                                                                       

Part 6: Don’t Live On The Wrong Side Of Empty

Advice #80        Don’t live on the wrong side of empty                                        

Advice #81        You don’t drown from going under water                                  

Advice #82        It is easier to make a good sales day better than to make a bad sales day good          

Advice #83        Do not judge a book by its cover                                                 

Advice #84        You are better off with no business than having business without profits  

Advice #85        Use what you got                                                                           

Advice #86        You cannot sell from an empty wagon                                        

Advice #87        Watch who you run with                                                               

Advice #88        Be aggressive and persistent                                                        

Advice #89        Aggressively deliver what you promise, and you will be successful          

Advice #90        Sometimes all it takes is a different approach                              

Advice #91        Sometimes you just don’t know

Advice #92        Surround yourself with experienced marketing  professionals                   

Advice #93        Buying from others is just like selling to them                           

 

 

Part 7:   Don’t Let Opportunity Knock You Over

Advice #94        Put yourself in the right place, at the right time                         

Advice #95        If it’s worthwhile doing, it is worthwhile doing in excess        

Advice #96        Successful people make their own opportunities                      

Advice #97        Use all the help you can find to gain opportunity                     

Advice #98        You don’t have to be the very best to be successful               

Advice #99        Dare to be different                                                                         

Advice #100      Have the common sense to get off the track when a train is coming,          

Advice #101      Take yourself out of harm’s way                                                  

Advice #102      If you are not getting better, you are falling behind                 

Advice #103      Tell people all you do for them                                                       

Advice #104      Maximize your opportunities; minimize your losses                 

Advice #105      To increase your sales, increaser the value of the offer           

Advice #106      Measure twice; cut once                                                               

Advice #107      All that glitters is not gold                                                            

Advice #108      The one who wants it the most will win                                      

Advice #109      Treat everyone like a millionaire, they may be

Advice #110      No giant is going to come along and eat you

99 Of The Greatest Sales Tips Of All Time

            Plus Top 10 Lists of Business Success

This book is loaded with easy to implement sales and marketing tips that will help you increase your sales and profits immediately

and long term.  From getting your prospects to notice and remember you to closing more sales of your products and services, to more people, faster,

this book gives you time tested, proven skills and techniques that Bob has discovered, learned and polished in 40 plus years of selling success.

Plus you will find new ways to gain and retain your most profitable customers using Bob ‘Top 10 Lists of Business Success’.

 

Sales Tip #1 Drum up business

A guy walks into a post office one day to see a middle-aged, balding man standing  at the counter methodically placing ‘Love’ stamps on bright pink envelopes with hearts all over them. The man then takes out a perfume bottle and starts spraying scent all over them. 

His curiosity getting the better of him, he goes up to the balding man and asks him what he is doing. The man says, "I'm sending out 1,000 Valentine cards signed, 'Guess who?'"  "But why?" asks the guy.  "I'm a divorce lawyer and business has been slow," the man replies.

What are you doing to drum up business in your market?   Discover and create ways of drumming up business:

1. Brainstorm with your colleagues and business associates.

2. Look at what your competition is doing that works and do it better.

3. Look at your business from the customer’s eyes. See what they see and make changes and offer services you would like if you were the

     customer.

4.  Build Relationships with your prospects and customers.

 

Sales Tip #2 People buy and buy more from those they trust

Increase the trust between you and your customer by:

• Delivering what you Promise.

• Delivering goods and services that solve your customer’s needs and problems.

• Delivering more than they expect.

 

Sales Tip #3 Sell solutions to needs and problems

The salesperson that sells products and   services will sell some products and services. But the Sales professional that solves the customer’s needs and problems will gain a customer for a lifetime of sales profits.  Sell solutions to your customer’s problems and you will sell a lot more products and services.

 

 

Sales Tip

#1 Drum up business

#2 People buy and buy more from those they trust

#3 Sell solutions to needs and problems

#4 Listen for closing statements

#5 Constantly grow your selling skills

#6 3 Foot Rule to increasing Sales

#7 Never hear  “So What?” or “What’s in it for me?” from your customer

#8 Smile, Smile, Smile when talking on the telephone

#9 Shaking a prospect’s hand will help turn them into a customer

#10 Get noticed and be remembered by doing things your competition cannot or is not willing to do.

#11 People buy and buy more when they feel they are in control

#12 Stay in Touch with your Customers and they will “Stay in Touch with You.”

#13 Within 12 hours after the sale 

#14 Within 24 hours after the sale

#15 Follow-up call to non buyers

#16 Listen

#17 Market to your Perfect Prospects

#18 Tell your customers all you do for them

#19 Make sure they know your telephone number

#20 Turn the gatekeeper into an ally

#21 Knocking down the physical barriers

#22 Nodding your head will increase the positive

#23 Using just the right physical touch

#24 Get your customer to complain

#25 Criticism can help build success

#26 Keep those unhappy customers

#27 Do not judge a book by its cover

#28 Create, grow and use your customer list 

#29 The Boss is always right

#30 Familiarity = Relationships

#31 Be seen as a professional

#32 Promise “PM” deliver “AM”

#33 Use a nametag

#34 Design your business card to work overtime for you

#35 Use your fax cover to build relationships

#36 Gaining and using Referrals are the easiest ways to gain new customers

#37 Use Testimonials to tell prospects about yourself

#38 The Take Away

#39 Surveys help you discover vital information

#40 Use signs to gain customers and close sales

#41 Keep everything simple for your customer

#42 Acknowledging the customer’s presence will save the sale

#43 The first thing your mother taught you to say after MaMa & DaDa?

#44 The only four reasons to give things away 

#45 Show you are interested in what your customer is saying

#46 Do things differently

#47 Importance of 30 seconds

#48 Get the customer involved

#49 Always deliver more than the customer expects

#50 Sell to people from only ONE point of view – Theirs

#51 Be aware of their limitations

#52 Contact your dissatisfied customers ASAP

#53 The 10 most powerful two letter words put together

#54 It’s Okay to fire a customers

#55 Talk about service

#56 You only have to be the best in your market

#57 Never stop telling your customers all you do for them and how you can solve their needs and problems

#58 80 / 20 rule of listening

#59 Dare to get aggressive with surveys

#60 Shut Up. Don’t talk yourself out of a sale

#61 To Be Success in business be daring, be different, be first.

#62 Have a passion for what you sell

#63 There is business in slow times

#64 Make sure you are open to listening to others

#65 The squeaky wheel gets the grease

#66 Don’t make sales that are not profitable.  Leave them for the competition.

#67 Make sure you know what you are saying before your  customer hears you

#68 Get on your soapbox

#69 Don’t dump on your customers

#70 Make sure your customers understand what you offer them

#71 Shop your Competition

#72 Survey your customers

#73 Being Trusted vs. Being Liked

#74 Get noticed and be remembered

#75 Listening with your eyes will increase your sales & profits

#76 Another good reason to become a good listener

#77 Recognize opportunity when you see it

#78 The definition of sales insanity

#79 Turn your next sales meeting into a sales growth event

#80 Successful sales professionals are AGGRESSIVE in finding opportunities

#81 Successful people make their opportunities happen

#82 Early to bed... early to rise...Work like hell and advertise.

#83 You must change

#84 Get your product / service in the customer’s hands

#85 The top sales producers are focused

#86 Don’t cut back

#87 Making mistakes and losing a customer is not the end of the world, if you take the time to learn from your mistakes

#88 Sometimes your problems are much simpler to solve than you think!!!

#89 Do your homework               

#90 Service will make you successful

#91 Make a telephone call to your business

#92 Show the buyer the benefits

#93 When do sales professionals no longer need motivated?

#94 # 1 Rule in Selling

#95 # 1 Rule of contacting customers

#96 Get the customer to do what you want them to do

#97 Make your offer good enough

#98 Recognize the changes taking place in your industry

#99 The customer is always right

 

Top 10 Lists of Business Success

List #1  Top 10 things to do when the customer says,  “Your Price is too High.”

List #2  Top 10 reasons that Salespeople lose sales

List #3  Top 10 Commandments of 100% Customer-Centered Service

List #4  Top 10 ways to kill a sale

List #5  Top 10 laws of selling  

List #6  Top 10 reasons to make follow-up calls

List #7  Top 10 Telephone opening phrases to use

List #8  Top 10 Telephone opening phrases to avoid

List #9  Top 10 things to gain from an inbound telephone call

List #10 Top 10 BAD Business Assumptions

List #11 Top 10 most persuasive words in selling

List #12 Top 10 things you should do after the sale

List #13 Top 10 reasons you better listen to the customers

List #14 Top10 ways to take customers from your competition

List #15 Top 10 Magic words

List #16 Top 10 rules of giveaways

List #17 Top 10 things the customer is telling you

List #18 Top 10 cutback mistakes made when business is slow

List #19 Top 10 ways successful people stay in business 

Bad Business Assumptions

            That Cost You Sales and Profits

 

Business owners, sales professionals and sales support staff of all levels of success wanting to further grow their business accomplishments

will find this book to be of tremendous value in discovering and understanding the bad business assumptions that cost sellers and marketers

to lose sales and profits.

 

In this book Bob shares over 40 years of his sales and marketing experiences and expertise through real business stories and examples you

will relate with and learn from.

 

Stories and examples that will:

            • Enable you to stop making bad business assumptions

            • Show you how to react to adverse business situations

            • Help you increase your sales and profits

 

 

 

Bad Business Assumption # 1

Assuming you have to be the best marketer and salesperson

 

Two men are being chased by a bear in the woods.  As the bear is gaining on them, one of the men stops, takes off his hiking shoes and begins to put on a pair of running shoes.

 

 The second man stops beside him and says, “The bear is too fast for us.  You don’t think those running shoes will help you outrun the bear do you?” 

 

The first man replies, “I don’t have to outrun the bear.  All I have to do is outrun you.”

 

Fortunately, because of the lack of service provided by most sellers today, like the man trying to escape from the bear, you do not have to be perfect.  All you have to do is be better than your competition.

 

 

 

Bad Business Assumption # 2

Assuming you are the boss