Sell to Survive by Grant Cardone, Book Notes

My notes on the book:

Sales is Universal
Selling — (Merriam dictionary) the action of persuading or influencing another to a course of action or to the acceptance of something. Who does this not impact?
businesses fail first and foremost because their ideas weren’t sold quickly enough and in quantities great enough, and therefore they ran out of money
There’s no salary guaranteed in life. The whole world is on commission and the whole world is required to sell!
Health is a commission for taking care of yourself and your mind.
The point is, selling is about life and every area of life involves selling.
Every person, no matter what his profession is, relies on selling.
Become a Professional
COMMIT AND BE DONE WITH IT. Committing is when you make a firm decision, you quit wondering, and then
you follow your commitment through with actions.
The ability to predict is the first thing that happens when you become a professional,
(“objections” notebook and wrote down every customer objection.)
Conviction
If you’re not getting your way, you’re not sold.
Because of their lack of conviction, they are not consistent producers.
Conviction is the Make Break Point
If you really want something great to happen, you’ve got to be unreasonable even if it means convincing yourself beyond reason that what you have is better.
Being unreasonable means that you are sold on what you’re selling, and it is your conviction alone that will sell others.
Anytime you find yourself having trouble getting your way, look no further than your own degree of conviction in what you’re selling.
If your product is a great deal then wouldn’t it make sense that you’d be willing to buy it yourself?
people sell products that they don’t own themselves!
To the degree that you’re in disagreement with some product or idea, you won’t be able to sell it
If a person won’t spend money or tends to be really cheap in how he spends his money, he’ll always have trouble getting other people to their spend money!
If you won’t buy it yourself, then you’re not sold yourself!
The Price Myth
Consumers want to take home lots of things, not just one thing.
People love showing off.
Therefore, the second purchase reinforces that the first purchase was the right decision.
The People Business Not the “X” Business
If you understand the product before you under- stand people, you are putting the cart in front of the horse.
It has been said that people do not care how much you know until they know how much you care.
Communication = Sales If you don’t get into communication with the buyer you have no chance of ever making the sale.
Just talking about your product is not communicating because there’s no exchange of ideas between you and the buyer. In sales we’re interested in communication that gains access to information, which can be turned into action. To gain information means that your communication should include lots of questions.
People are senior to the products! People are senior to the processes employed by companies. No product or sales process will ever be successful if it doesn’t make people senior!
Never forget, people buy products and it’s your job to sell people on your product, not to sell your product to people.
The Magic of Agreement Always Agree With the Customer
The ability to agree with the customer is senior to all other rules in selling!
If you start the relationship off with agreement, you’ll have a chance to tell the prospect about your product.
Note: “I only have 5 min.”
There’s no easier way to instantly end an argument than by agreeing with the opposition.
Establishing Trust Show, Don’t Tell
Prospects Don’t Make Sales, Salespeople Do
Credibility is one of the most valuable assets you have as a salesperson. When something happens that puts your credibility into question, it becomes difficult to get the buyer to trust his decision to do business with you.
Great salespeople understand the buyer’s distrust, accept full responsibility for it and never take it personally.
I always assume that the buyer doesn’t trust a single word I say to them
People Believe What They See, Not What They Hear
The rule to handle a buyer’s distrust is to always use and show written material to support your presentation and proposal
When you’re documenting facts for your customer, it’s preferable to use third party materials that support what you’re saying.
Always, always, always write down what you’ve said, offered, proposed, promised, implied and suggested. Anytime you’re going for the close, insist on putting it in writing.
The more data, the better. Don’t be afraid to use a lot of data. – Keep your information current. – Have your written information available and easy to access. – Use third party data as much as possible. – The more you’re able to access the data in real time the better. Real time data is preferable to prepared data. – Use computer generated data whenever possible!
The Magic of Give, Give, Give
Selling is the act of giving not getting, serving not selling.
Tip: Problem = Opportunities for Future Sales.
Service is Senior to Selling
The Hard Sell
I do know that most people will not buy without someone asking them to and people will never say yes to someone who quit asking.
The willingness to stay and persist even when the prospect becomes noisy is what separates the professional, consistent closer from the amateur who randomly closes deals. If you don’t truly believe that your product will somehow bring the buyer more enjoyment, benefit or security greater than the numbers they have in the bank, then you’ll never be a great salesperson and you’ll never fully understand the concept of “hard sell.”
The Formula for Hard Sell
1. You must have the belief that what you’re offering is the right thing for the prospect.
2. You have to be trained to stay in the close no matter what happens. You’ll need to be armed with an arsenal of ways to handle stalls, emotional reactions and objections. My closing program is
Exercsise: Every morning I’d team up with another salesperson and we’d practice every possible situation we could possibly encounter that day. This turned me into a lethal individual at closing deals. If you can’t close, you lose.
Video yourself and perfect your techniques. I recorded myself everyday and watched my gestures, hand motions, even my emotional responses. Throughout the day I’d write down all of the objections I heard
Standing is for Losing, Sitting is for Closing
You’ll almost never close a deal if you’re standing up. Sit your client down and show them what you can do for them and support it with facts they can see and substantiate.
Take Massive Action
The fourth action, Massive Action, is by far the most successful tool I’ve had in my life and has resulted in more success for me than any other single thing I’ve done.
Massive Action = New Problems
When you’re not perfect and polished, the only way to compensate is by taking lots of action.
Production Yields Happiness
Most people don’t get enough in life only because they never do enough in life! Production makes people feel good
free advice like, “Slow down—smell the roses.” Disregard them and consider their suppressive comments as a sign that you are on the right track
Anyone who tells you that you’re working too hard is not working hard enough. Unfortunately, such people have given up their hopes of having an extraordinary life.
The 10X Rule If you want one thing, take massive action equal to at least ten times what you think it will take to ensure you attain that one thing.
Be mad in how much action you take until it becomes a habit, a way of life and normal for you.
Act like a madman when it comes to action and get completely unreasonable about what you think it will take to get the job done. Be without sanity or logic or reason when it comes to taking massive amounts of action
The Power Base
The first thing you need to do is make a list of your powerbase.
The purpose is to get in contact with them and to work and restore your powerbase.
Find out about them, what they’re doing, their work, the family and everything that’s going on. Restore the relationships.
Existing customers are the easiest sale there is to make and I always prefer them over a brand new prospect.
If you want to guarantee certainty in your sales production and assure yourself a long and happy career in selling, stay in touch with the people in your powerbase. Love them, call them, wine and dine them, send them presents and continue to show interest in them.
Time
Starting today, I want you to take a look at how much time you waste in a day. Every time you find yourself doing something that is not productive, make note of it.
Write it down and become aware of all the things you’re doing that don’t add up to moving your team and your company down the field.
My rule is if they work with me, they won’t buy from me and that excludes them from spending lunch with me.
Today I invest my lunchtime, breakfast and dinners with buyers, prospects and even long shots.
If you aren’t where you want to be in life, you’ve got to work every angle, every minute and snatch up every opportunity.
Remember that a product can be shopped, but a great attitude cannot. A price can be beat, but a great attitude is priceless. There’s nothing more valuable to anyone than a positive person.
Avoid:
1) Avoid newspapers, television and radio.
2) Stay away from “can’t do” people, people that have trouble in life and people that don’t do well. You
3) Get everyone in your life on the same page
4) Avoid drugs and alcohol because of the negative influence
5) Avoid hospitals and doctors if at all possible.
6) Treat negative talk like garbage
7) Start the Negativity Diet today. Commit to no negative thoughts, ideas or talk for the next twenty-four hours.
While selling is a career for many, it’s a requirement for all. You need to sell, negotiate and persuade others in life to get what you want.