The Ten Rules for Sales Success

By Brian Azar

People often forget the obvious: business involves human interaction. It is crucial to recognize and respond to a client's, colleagues, or employees preferred method of communication. However, many people sometimes lose confidence in their own instincts and their understanding of good relationship.

Recognizing this need, Brian

• Language: English
• Publisher: Book Vine Press
• Release date: Aug 20, 2020
• ISBN: 9781952835728

Brian Azar

For more than 30 years, Brian Azar's sales training and coaching methods have changed the way people sell. As president of The Sales Catalyst, Inc., for the last 25 years, he has conducted sales training and management seminars throughout the United States and around the world for corporations, business groups, associations and the general public. A dynamic, results-oriented public speaker, noted sales trainer and business consultant, Brian has helped sales and business professionals just like you experience success through training, motivation, planning and consulting. As a record-breaking sales representative and sales manager for Xerox Corporation, he has a unique viewpoint on both large and small businesses, and the needs of companies in today's global economy and digital world. In this book, Brian offers you his insight into how you can get ahead though a better understanding of the rules of the game. He is well respected for his Neuro-Linguistic and Sales Doctor techniques, writes frequently for Success Magazine and has even been seen on television, on the NBC program "Working in America."

Book preview

WARNING!*

The Sales Catalyst, Inc. apologizes for any inconvenience and regretfully assumes full responsibility for your resulting sales success. To deal with the resulting side effects of increased sales, take two well-earned vacations and call Brian Azar when you get back.

About the Author

For more than 30 years, Brian Azar’s sales training and coaching methods have changed the way people sell. As president of The Sales Catalyst, Inc., for the last 25 years, he has conducted sales training and management seminars throughout the United States and around the world for corporations, business groups, associations and the general public. A dynamic, results-oriented public speaker, noted sales trainer and business consultant, Brian has helped sales and business professionals just like you experience success through training, motivation, planning and consulting.

As a record-breaking sales representative and sales manager for Xerox Corporation, he has a unique viewpoint on both large and small businesses, and the needs of companies in today’s global economy and digital world.

In this book, Brian offers you his insight into how you can get ahead though a better understanding of the rules of the game. He is well respected for his Neuro-Linguistic and Sales Doctor techniques, writes frequently for Success Magazine and has even been seen on television, on the NBC program Working in America.

The Sales Catalyst, Inc.

Making Good Salespeople Great

410 Loblolly Drive; Durham, N.C.; USA 27712

Phone: [phone] | email: [e-mail]

www.salesdoctor.com

Contents

Introduction

Rule #1: Understand Your Higher Purpose

Rule #2: Create Goals & Actions for Success

The Magic Wand Exercise

Rules For Writing Goals

Goal Ledger

Defining Your Major Goal

Hurdles & Help

You’re Not Finished Yet

Tools for Success

Your Plan of Action

Qualifying Steps

Write Your Own Recipe for Success

Chapter Summary

Rule #3: Master the 24 Low Cost Ways to Attracting New Clients

1. Develop Press Releases (With Photo)

2. Write Magazine and Trade Journal Articles

3. Get Radio, Television, and Internet Interviews

4. Give Public Speeches and Lectures

5. Attend and Conduct Seminars

6. Attend Professional & Trade Association Meetings

7. Be Part of Formal and Informal Networks

8. Publish Your Own Newsletter or Informational Blog

9. Seek Out Directory Listings

10. Attend and Participate in Trade Shows

11. Make Audio-Visual Presentations

12. Get Letters of Referral & Recommendations

13. Develop Brochures

14. Produce Business Cards

15. Create Intelligent Direct Mail

16. Utilize Mass Mailings

17. Remember Colleagues, Peers, and Associates

18. Build Your Own House List

19. Make Use of Special Promotions, Donations, Premiums and Incentives

20. Consider Print & Radio Advertising

21. Become a Leader in the Community

22. Audit Business Cards

23. Follow Azar’s 80/20/20 Theory

24. Use the Internet

Rule #4: Create Networks That Serve You

Establish Your Professional Network Purpose

Follow the Rules of Networking

Chapter Summary

Rule #5: Master Power Prospecting Strategies

Meeting The Prospect

Sources for Generating Leads

Rules of the Road in Telephoning

Rapport Building Phrases and Attitude

Making Your Commercial

Chapter Summary

Rule #6: Master the Use of Advanced Communications with Your Prospects

Rapport Modalities

Representation Systems

Predicate Phrases

Predicate Words

Eye Watching

Mirror Your Prospects

Chapter Summary

Rule #7: Prospect by Attraction

Questioning Skills

The 10 Rules of Prospecting

The 10 Best Questions to Ask, at Anytime

Becoming a Sales Doctor to Find Your Prospect’s Pain

The Sales Doctor Qualifying Exam

Chapter Summary

Rule #8: Make the Prospect’s Objections Your Assets

The Best Way to Handle Resistance!

Test Yourself

Common Objections

Chapter Summary

Rule #9: Master the Magic Words

Getting Past The Secretary

You Don’t Know How You Got Their Number

Talking to the Decision Maker

Referred Leads

Follow-Up Leads

Starting the Interview

You Don’t Have to Be Sick to Get Better

Making it Hurt

Finish Qualifying

Chapter Summary

Rule #10: Make Sales on the Fast Track

The 10 Steps to Success

Part I: The First Appointment

1. Pre-calling Planning

2. Bonding And Rapport

3. Problems, Issues and Concerns: Pain

4. Budget, Terms and Conditions

5. Decision Maker/Decision-Making Policy

6. Review

Part II: Second Appointment

7. Presentation

8. Reinforce

9. Close

10. The After Sale

The Seven Pillars of Greatness

The Seven Powerful Pillars of Greatness

Most Common Mistakes in Selling

How to Develop Personal Creativity

The Sales Catalyst

Personal Growth and Interpersonal Skills

The Sales Catalyst

The Sales Process

Client Serving vs. Customer Service

Sales Management

Sales Catalyst Keynotes

Sales Catalyst Workshops

What Is the Secret behind Successful People Like…

What Is Coaching?

How Does Coaching Work?

Why Does Coaching Work?

Who Works with a Coach?

What Results Can You Expect?

The Sales Doctor’s PRESCRIPTION for TREATMENT

Books

Audio Tapes

Movies

Glossary

Introduction

This how-to guide is designed to provide you with step-by-step instructions and support on your journey to sales success. If you are not generating all the leads you can handle, and are not using an effective communication technique that gets you invited in to see prospects, then this book is for you.

Bear in mind, though, you don’t have to be sick to get better. If you are already doing well, there is no reason you can’t do even better! You may have techniques of your own that are working well for you. If so, please don’t change them! We don’t claim to have all the answers and we hope you will be wary of anyone who says they do. However, if you have areas that need improvement, or just want to try something new to see if it can be added to your own base, then let’s have some fun here and see if we can’t make a good thing better.

For those of you who fall into the category of needing help, but are afraid to try something different, this is definitely the book you should read, as it will help shift the foundation of the way you approach sales problems. After all, if laboratory rats can run a maze differently when their prize is moved, why do so many of us have trouble letting go and trying something new? If you keep doing the same things and getting the same poor results, isn’t it time for a change? C’mon, let’s do something about it together, and right now!

The Beginning

The first step we’ll take is discovering what your higher purpose is, so you can create the goals and the action plan to build explosive sales. Next, you’ll learn how to get new business and clients with the 24 Low/No Cost ways to market yourself or your company.

In this book, we also explore the concept of effective networking in an easy-to-learn way. Have you ever wished your prospects would come to you instead of you chasing them? Well, we combine the principles of motivation, communication and Neuro-Linguistics to provide you with the knowledge and attitude you’ll need to get on your way. You will even learn how to prepare a 30-second commercial that grabs people’s attention.

To wrap things up, you’ll learn the Sales Doctor Principles of Selling in script format (as in the script for a movie or a play). These principles combine proven techniques to help you know specifically what to say, as well as why to say it. Included in these scripts are all the steps necessary to get you invited into the prospect’s office, whether you are starting with a cold call, referred lead or follow-up lead. The scripts are generic in nature and contain examples of how Languaging might change for different products and for different industries. In all cases, adaptations can easily be made to fit your specific industry, products and services.

These scripts as well as the lessons and techniques in this book are the result of almost 30 years of hands on experience, research and teaching. The Sales Catalyst has worked with people in a host of different industries, applying scientific research to develop techniques that, when followed, are guaranteed to improve your current results. Once you have mastered the art of getting good, solid appointments, the sale is just a small step away. We call this the Up-Front contract. Further resources and courses are available that take you from the moment you get into the prospect’s office to the close, and then to the after sale. Serious sales professionals will combine this level quickly, totally and forever.

For further information on these programs and others, call The Sales Catalyst at [phone].

Rule #1: Understand Your Higher Purpose

What is your purpose in sales and business? Most people say, That’s easy, money. If so, think again. Money alone is an empty purpose and many people who have set out in life with the goal of making money