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Alex McMillan Founded The Success Moves Partnership and has authored the published book “Advanced Selling for Beginners”. This and six other books he has authored are all available on Amazon. His Amazon author page has a complete list where you can read reviews. Or visit his Linkedin profile.

Introduction to Advanced Selling for Beginners

“Only those who dare to fail greatly can ever achieve greatly.” Robert F. Kennedy

“If you do things well, do them better. Be daring, be first, be different, be just.” Anita Roddick

“You can have brilliant ideas, but if you can’t get them across, your ideas won’t get you anywhere.” Lee Iacocca

For those wanting to get straight to sales skills there is a summary of key points at the end of this page.

A) Beginners?

B) Why for Beginners?

C) What is Selling?

D) Why Advanced?

E) The Psychology of Success

F) Other Benefits of Sales Skills to Entrepreneurs

A) Beginners?

In the film the Matrix, the hero, who is under time pressure, directly downloads software straight into his brain making him a black belt within minutes. He then with this skill, and others, goes forth and achieves his objective. That was my target in writing this book to give entrepreneurs and other non-sales professionals selling skills in the shortest possible time.

I have an advantage on our above hero. Most of the ‘software’ for selling (learning, skills, techniques) are in fact already there, but filed for use under other applications. Using resources in a different way is at the heart of entrepreneurship. Therefore the concept will be an appealing one that fits naturally.

For example, have you ever?

Asked someone out on a date and was accepted?
Asked someone out on a date, been rejected and got over it and asked someone else?
Persuaded your mum as a child to buy you some sweets after several rejections?
Been so passionate about something that energy and motivation were in abundance?
Made a new friend?
Asked a complete stranger in the street directions to somewhere?
Been determined to achieve something someone said you could not do?
Helped others?
Thought about a situation from the other person’s viewpoint?

The list goes on, and if you can say yes to most of the above, this book will develop your selling skill to advanced level in a very short time.

If you look at the various skills of sales you will soon realise that you not only have done it before, but you have done it before very well and many times.

Progress Now:

Add one of your own examples to mine in the following list of sales skills:

a) Cold Approaches to Strangers: asked someone for the time in the street, or directions somewhere.

b) Pitched for the Business / Persuasion: asked someone for a date or got your friends to play a sport with you.

c) Persistence: Never giving up as a child in repeatedly asking for something from mum.

d) Patience: Waited in a queue for a long period of time or sat and waited on a cross Atlantic plane flight.

e) Motivation: Arose early on a cold winter’s morning to do something that needed doing.

f) Determination: Sticking through three years at college to get that degree.

g) Written Communication: Winning that interview for a job against fierce competition.

So you have much more ability and practice at selling than you realised. You now need to take those skills, polish them up a little and apply them to selling.

B) Why for Beginners?

Having been involved in sales training for over ten years I have learnt that the biggest demand for sales skills is actually from people not in sales. Therefore, I have written this book for the specific needs of that group. A group which mainly consists of entrepreneurs of various types. A group that has its expertise elsewhere and are beginners in terms of not having attended courses, or been employed in a sales function.

The advantage in being beginners is that learning can progress far quicker. This is because the novice does not have bad habits to de-learn, negative beliefs to be changed, or opinions to be defended. The beginner is by nature open minded and receptive to new ideas. Like everything else in this fast changing world, methods of selling are moving on. The beginner has a better starting point in which to begin.

Sales I define as closing a deal for a product or service that you offer, in return for money (or other commodity). In business there are many people that have to sell, whether they like to or not. People who set up on their own or run a small company do not have the ability to delegate to a sales department. In larger entrepreneurial concerns that do have established departments, the original entrepreneur will still have to sell. People such as Richard Branson and Bill Gates have clearly shown that they have learnt how to sell and still do it successfully. Like them you may find that your need for sales skills is in addressing a small or large group. It is also important for entrepreneurs to understand the principles of sales for all their communication to the outside world.

I have spent the last twenty years focused on being, and helping other entrepreneurs. This includes consulting and coaching from small firms to companies that have become quite sizeable where the entrepreneur as the founder is the person the major customers want to meet. Business owners have to do the selling in addition to everything else that they do. Today the number of people working for themselves is exploding.

As entrepreneurs have too much to do, you will be happy to learn that the book is designed for speed, practicality and rapid absorption.

C) What is Selling?

This book is focused on advanced practical selling techniques that can be learnt by entrepreneurs, quickly. This includes crucial areas such as confidence building and motivation. Many people in business, especially entrepreneurs, sole traders and consultants find that they have to sell and therefore need to gain skills that produce results fast. This book avoids dependence on experience learning as it is based on that of top sales performers. If your main personal work is something other than selling, then you are unlikely to have the time to go through the basics and then build upon this through experience.

Selling books and training often have formulas for sales success that they claim will work on any prospect. In my opinion, based upon observation, they are as effective as all those diet books out there. I have found that top sale performers treat every person as a unique human being. They listen first and then are flexible in their responses, reflecting the needs and signals of that specific prospective client. Once you decide to focus on listening, business will increasingly come your way. Listening is relatively easy, you just need to make sure you are not filtering according to what you want or expect to hear. Much of this book covers the things to listen for.

I have read many books on the subject and attended numerous courses. The emphasis has been on ‘professional selling’, which means looking after the customer’s needs. To me the words that they use – ‘Prospect’, ‘Cold Call’, ‘Pitching’, ‘Closing’, ‘Objection Handling’, ‘Sales Representative’, ‘Win Win negotiation’ – do not suggest that the customer or potential customer’s needs are being put first. ‘Win Win’, can suggest that there is an Us/Them contest going on. The important principle intended behind the expression is that both parties benefit. Yet the belief that selling is a contest has dominated sales training for years, there has been no new thinking or approaches. When somebody gives you a business card that says ‘Sales Representative’, what does that imply? To me it implies that their only objective is to procure sales for their company and earn commission. Nothing wrong with that, but when I buy from somebody I choose people that convince me that my interests are high in their priorities, or belief in what they are selling.

People not in sales in my experience often see it just as the art of getting someone to buy what you offer. They conclude from this that in order to sell you must be hard and pushy with the ‘gift of the gab’. If you focus more on making someone else happy, you will receive better responses and spend more time listening than talking. You will also find that your own motivation is higher because your conscious is not wrestling with the ethics of what you are doing. Long term successful selling comes through understanding, helping and clarity of communication

I prefer people that demonstrate a real pride in their job, not a hard boiled motivation to make money. I once went on vacation in Texas and was incredibly impressed at the level of service. I have a family of five and eating in a restaurant, for example, can be hard work. How refreshing to have service where the staff pre-empt any of your needs and cater (pardon the pun) to it with pride in their work. Does the following sound familiar to you: Spending a fair part of your time in a restaurant trying to get the attention of the staff to get served and chasing after them. I tipped generously and although a long way, I will be back.

Selling is first and foremost about having a pride, a passion and a belief in what you are offering. If you have not got that, find something that gives that to you.

Try a business card that says something like, “Customer Satisfaction Director”, and live up to it, believe me, you will have a lot more happy customers that remember you. It will also set you up with a better mental attitude. Next time you are being ‘sold’ to, think how much it excites and motivates you that you are a prospect who has been cold called and closed on! This book will help you get into your customer’s shoes and see selling from their point of view.

Most customers have become very weary and resistant to traditional mechanistic selling methods. Coupled with this, are the advances in technology, meaning that the emphasis is more on listening, thinking and reacting appropriately than it has been in the past. They might not have a clear idea of their own needs and the solution can be creative. If you can think of a new way to satisfy their needs there will be no competition. A new age is upon us, with abundant opportunities for entrepreneurs who thrive on change. The emphasis for this new age from a selling perspective is on rapport, trust and listening (When was the last time you experienced a sales representative take that approach with you?).

Every day more than US$1 billion changes hands in New York alone. People like spending money, which is why they work so hard for it. Selling is not difficult. Often people do things that stop customers buying, such as ignore them, talk rather than listen, ask the wrong questions etc. All they often need to do is stop doing certain actions. All you need to do is apply half of the principles in this book and you will outperform hard-boiled sales professionals with years of experience behind them. Yes, really, I have proved just that many times.

My belief (based on what I found by studying top sales professionals instead of designing theories) is that the emphasis has to be on ‘opening’ sales opportunities and then building relationships (as opposed to closing). By studying this book you can bypass and avoid mistakes that are holding back many experienced sales professionals. To me the term closing suggests a door which is being shut to lock the customer into the deal. For business in the 2000s we need to think in terms of finding ‘keys’ to let future customers in. We need to get that door wide open and keep it open. We need to change our thinking to see opportunities that were not open to us previously. I know that most future potential customers want to be present customers and what we are doing or saying is somehow stopping them, putting them off. The challenge of professional selling is finding out (searching for the key to the door) what you can say or do differently to let them in as customers.

In summary success comes from:

Listening and observing to find a market that you can sell to.
Communicating well with yourself to produce a clear plan, consistent motivation and self belief.
Listening to prospective customers.
Being creative to exploit sales opportunities cost and time effectively.
Taking appropriate action and loving your work.
Banking the cash.
Keeping in touch.

D) Why Advanced?

The book assumes no previous knowledge of selling and goes straight to the techniques that top sales professionals use. Rather than learn by experience, this book contains what top sales performers do to get their results. It is based on my personal experience of over ten years of sales training and coaching and research in the area, coupled with the findings of NLP (Neuro Linguistic Programming – The Psychology of Success). In this regard much of what first appeared in “Your Ticket To Success” is repeated and developed here.

It does, however, require some practice in the various techniques. Practice provides you with your own feedback and thus refinement of the effect of these techniques. This in turn will change your perception as to what you can achieve and your confidence level will rise. You will develop habits and automatic competence in applying the techniques. After applying the ideas in the following chapters, you will start to appreciate that you do not need to be born with the gift of the gab in order to excel in your commercial communications with others.

There is a common misconception I have found, that learning, by it’s very nature, takes a long time. Actually it doesn’t, nor does it take any great intelligence or other talent. All of us have sophisticated skills that we learnt in a short space of time. Non swimmers fall into rivers and find they learn real quick. People go to foreign countries and pick up a language in days, which they struggled with for years at school, coming to the belief they had no language ability.

The ideas in this book utilise and develop knowledge from a diverse cross section of areas. NLP, the now established psychology of achievement, has contributed a great deal. However most of the material presently available on this subject is in a raw form, full of academic jargon, and needs to be interpreted in order to be of practical use to time starved entrepreneurs. I have also avoided ‘explanations of why’ and concentrate on the practical usage of techniques instead. If you are the sort of person who likes to boast how many techniques you know or to show off the latest buzzwords then look elsewhere. If, on the other hand, you want to transform your communication and influencing skills, magnifying your results fast, read on.

You have to think about marketing, which should always come before selling activity. Marketing is getting the phone to ring, selling is closing a deal when it does. Whatever you offer, you can probably now offer it worldwide without major investment. You need to stop thinking locally or at least redefine what local is. Let us say you are a one-man band consultant specialising in team building courses for companies. Ten years ago you would have visited the office of a local company and perhaps coached and ran courses for their staff to work better together. Today that same company has its team in various locations. Some of those locations are homeworkers. Thus their team identity, strength and co-operation has been significantly changed. The nature of their jobs has changed. Staff who used to make phone calls are now on the Internet/E-Mail for half of each day.

So as a provider of team building courses you have got to move with the times. If you have a set of standard courses on offer, they need updating and new ones developed. You might be better off producing products such as DVDs, or blend new technology with old fashioned methods, so as to reach people in remote locations. Many will see these changes as a threat, but actually in the above example the team building need is far more important and challenging to the client than it was before.

I believe that traditional selling techniques themselves, with the emphasis on closing, have got to move on to maintain value. They do not offer enough to get ahead in todays, faster moving, and constant change environment. Fortunately most people selling and most companies for that matter are not moving forward fast enough. This means a wealth of opportunities for those that do. So this book advances you by avoiding a lot of time you could have wasted learning obsolete methodologies. Businesses large and small are changing fundamentally the way that they operate. As such the way you are going to sell your wares has to constantly change to keep pace. A business executive who used to travel 60,000 miles a year has been replaced by video conferencing, Internet downloads and e-mail. Buyers have evolved, and become more knowledgeable and very sophisticated. Access to a world-wide market also means the world has access to yours.

We need to respond to varied communication and thinking patterns. Those who earn and apply the lessons in this work, will accelerate the value of their businesses. If you learn, apply, practise and master the ideas that follow you will find that your ability to develop rapport, listen, understand, be flexible and influence will be better than you currently believe possible. This belief change in itself will empower you to greater performance. Suspend scepticism, try it out and see the results. Dismiss this challenge and you will come second to those that take it!

People are happy to be influenced if it improves their situation. Before we can really master the influencing of others it is important to understand how we ourselves are influenced by others, in situations that improve or limit our lives. Where have all your influences come from? How did you form your opinions, values and beliefs about anything? How are they different from those of other people you know? How did they come to be influenced differently? When you are influenced you are usually accepting the lead from somebody else because they gained a rapport with you. They have communicated or explained their position to you in a way you can understand and appreciate. They lead by example.

When running training sessions one rather straightforward exercise I often finish with is as follows: ‘In groups, over the next ten minutes decide on a meal out that you will all go to following the course.’ Then I stand back and observe. Immediately, all group members are clearly influencing each other, in a variety of ways, even if they remain silent. Are they going to elect a leader? If so, who will pitch for it and who will manoeuvre to avoid it? Who is being led? Who has set clear objectives? When you have observed a straightforward decision like this and observed the patterns of influence you start to appreciate more and more why coming to complex and important business decisions is a more complicated process than it first appears. Selling your ideas to others requires mastery at communication. This book shows you through the maze with tremendous short cuts, avoiding the need to learn by long and painful experience, which can itself lead to wrong or limiting conclusions.

Influencing forces are at work all the time which cannot be stopped. The important thing is to take control and harness these forces to ensure clear rapport and communication, thus leading to well defined outcomes. Have you ever been in a situation where you have communicated something with good intent to somebody and they have reacted negatively, despite your (to you) good intention? Perhaps finished by saying, “What did I say?”, After studying this book you will be able to accurately predict the response to your communications, taking control of your desired outcomes.

To the person who is ready to take that challenge, welcome to what you will look back on as being the first day of the transformation of your business.

Let us now look at some basic principles of psychology that set a foundation for the chapters that follow. All human memory is a distortion of experience, an internal representation of an event. Our conscious mind finds repetition boring, yet our unconscious mind, which makes most purchase decisions, thrives on it. Look at the success of McDonalds, same limited menu choice, same prices, seating and layout in all their worldwide operations.

We all perceive a situation differently. If you hold a meeting in your business and I asked the same ten participants later what transpired, guess what? I would have ten different versions of what happened. Each will be totally convinced theirs is the only version. Why is this? Well we filter reality through what basically boils down to three distinct processes, generalisation, deletion and distortion. Our brain does this automatically. It generalises and deletes to cut down the sheer volume of information coming to us. Perceptions of events are like fingerprints, different for everyone.

Can you describe to me the details of all the cars you passed on your way to work this morning? At any instant of the journey can you describe in detail all the sights and sounds of everything going on around you. No, in fact we filter out more than 99% of the detail around us to stop our brains being overwhelmed, by concentrating on what has meaning for us. Distortion is the interesting one. What happens here, is that we compare new information and experience unconsciously to all our previous experiences. These previous experiences will have created habits, opinions, values and beliefs. We then distort the new information to fit into our reference frame. This is how we make meaning of new events. Let us have a look at the three processes in a practical example.

Steve, a friend of mine, recently went to New York to raise finance for a new venture. He got out of the airport and hailed a cab. When he got out the driver swore at him for not leaving a tip. When he got to his meeting he retold his story. His colleagues said that their cab rides had been fine. On returning to the UK, Jonathan, a friend of his, was due to leave for New York and asked for any pointers.

‘Whatever you do, don’t travel by cab. The cab drivers are rude (generalisation), and they drive recklessly (distortion).’ He did not mention that all his colleagues had no problems with the cab drivers (deletion). What is worse, Steve now has this story in his (unconscious) mind as a reference piece of information.

Do you see how important all this is for commercial communication? Everything anybody (a customer) has been previously told will have been ‘filtered’ in this way. The total picture it makes up will be reality for her or him. Saying any different will just conflict with what (s)he knows to be true for their ‘model of how the world goes around’. So the first essential thing to be aware of is that you are selling to their reality, not yours or anybody else’s. The second important thing is to be able to reach that prospect in a way that makes sense to them.

The chapters that follow show you how to talk to someone with total respect for their ‘model of the world’, without the need for substantial knowledge of that person. It is in fact easier to achieve than you might imagine with NLP, the new technology of achievement, and the results you get will surprise you. You do not need any information other than what they give you in conversation. This book in essence is all about how we can reach the recipient of your communication in his world. That to me is the difference between professional communication to learning techniques by repeating ‘parrot fashion’.

Remember that customers, and staff for that matter, believe that their model of the world is the real one, and for them they will always be right. ‘Reality leaves a lot to the imagination!’

This book is comprehensive and covers everything you need to know about selling. Take it a chapter at a time or even in smaller chunks. Applying one idea or tip will move your business forward. The format has also been designed to make the material easy to use for training events. If you have a specific challenge around selling you can also search for solution through the index, chapter or sub headings to find solutions.

In short, read and apply the principles in this book and you will increase the quality and quantity of your business performance. This is my personal guarantee to you. There are too many business professionals out there who read books and ‘know what to do’. Doing what you know is the key, apply your learnings, get some feedback, adapt them, and then make more money….

E) The Psychology of Success

I would like to include a brief background to NLP as it is relevant to this work. I first came across it myself in the early 90s later to progress through Practitioner, Master Practitioner and then Certified Trainer. In the UK there is an association that runs two open conferences per annum. I occasionally present at these conferences and “Advanced Selling for Beginners” was first run openly there to a group that were mostly entrepreneurs or independent consultants. Since it’s creation NLP has continually grown in interest around the world. Wherever you are there will be a local NLP organisation close to you.

In the early 1970’s at the University of California two men came together: Richard Bandler, a computer scientist, gestalt therapist and mathematician, and John Grinder, the Professor of Linguistics. Their plan was to model people who were making significant changes in others’ behaviour. They initially studied three world class therapists: Fritz Perls, Virginia Satir and Milton Erickson. These therapists were at the top of their professions, creating dramatic and quick, yet long-term change in their clients. From these extensive studies Bandler and Grinder produced a blueprint for peak performance. This model they called Neuro Linguistic Programming (NLP).

NLP is essentially a model of excellence and achievement of, ‘what works best’. It offers a systematic way of consistently achieving outstanding results across a broad spectrum of communication.

NLP is the answer to the question, ‘What is it that makes the difference between somebody who is merely competent at any given skill, and somebody who excels at the same skill?’ This question has led to a whole new understanding that has revolutionised the field of psychology, and hence selling, how we perceive the world and how we organise our thinking, feeling, skills and behaviour. NLP is still evolving, and is the subject of continuing innovation, development and exploding worldwide interest. It can be used remedially, so that, for example, if someone is not getting what they want out of life, it can allow them to uncover, change or transform what is holding them back. It can also be used to enable them to make enhancements, i.e. to achieve excellence in something they already perform well, often when they believed they had already reached the limit of their ability.

NLP involves the gathering of information to make models, based on the internal, often unconscious, experiences of the subjects. Try asking a top sales person why they are so good. They don’t know, they just are. Their techniques, patterns, beliefs, skills and values are all things that they live and do instinctively.

NEURO…An understanding of the brain and its functions. The nervous system through which experience is received and processed through the five senses.

LINGUISTIC…Verbal and non-verbal communication to ourselves and others. Language and non verbal communication systems through which neural representations are coded, ordered, and given meaning.

PROGRAMMING…Behaviour and thinking patterns. The ability to organise our communication and neurological systems to achieve specific desired goals and results.

NLP is the study of the structure of subjective experience. As such it is not about theories, which are the basis of most other psychologies and science generally. Looking at human nature from this different standpoint was the key ingredient to what has led to such a treasure chest of discoveries.

On the lighter side of definitions John Grinder once said, on a presentation I attended, that with coming up with the term NLP it was obvious that Richard and himself knew very little about marketing! Richard Bandler developed his reputation by transforming the lives of people that the “experts” had either given up on or were under long term care.

That as may be but in my experience of life, commercial and otherwise the two of them have contributed more to the field of human communication that the rest added together. Ask many professionals to cure a simple phobia of heights, public speaking, cold calling for example and see what they can actually do for you. Ask any NLP Practitioner and it will be gone five minutes later. NLP only measures success by results. It moved the field of psychology from the academic to the practical. Be warned, many in the community are moving it back to the academic and intellectual.

Bandler and Grinder developed a unique system of asking questions to gather precise information. The more they studied top performers, the more they noticed about how we communicate and the more they noticed the differences between the average and the outstanding.

They successfully transferred these communication patterns to others (without extensive training) and they too produced outstanding results. Clearly an unprecedented quantum leap had been made in accelerating the learning process. From the early work, research and development has been continued. Documentation on the successes of the application of NLP is hard to believe, though there is now substantial evidence. For years now Dr Bandler has studied how geniuses used their minds to accomplish what they did and has repeatedly replicated the results that they got – so successfully that NLP is now a well-established international phenomenon.

NLP Modelling is the process of replicating particular behaviours. To model effectively certain skills are required which include sensory awareness, verbal and non-verbal skills to elicit quality information. There are three key areas of behaviour to model: belief systems, strategies and physiology. The test for the model is in producing the same, or similar results in someone else. An important distinction is to be made between theories and models. A theory is more concerned with answering ‘Why’ questions. A model is concerned with answering ‘How?’. Modelling is the process that requires knowing what to do to answer ‘How?’

The first step of NLP modelling is to find a skill that you would like to have. The second stage is to find somebody who excels at that skill. Then the NLP Practitioner studies that person until they have established how exactly they do that. This is then tested on others until the patterns that make the difference have been clearly identified. This modelling process is quite complex and developing in sophistication all the time. There are now other disciplines and research being carried out taking these ideas further. It is not however necessary to understand or even appreciate the modelling process to benefit from NLP. In fact all that is necessary is to adopt the patterns of behaviour of outstanding performers found from somebody else’s modelling of them. Rapport and motivation skills, for example, have been studied so much by NLP experts that there is a great wealth of knowledge available. This book is not about the modelling process itself; it is the result of behavioural modelling of sales superstars (Please be aware that most courses on NLP will be about learning the trail of techniques that have been left by NLP modellers, not the modelling process itself).

It has long been known that we communicate in three ways: through the words we use, tonality and body language. What is less widely known is the influence of each category. One often quoted major study concluded that they are Words 7%, Tonality 38% and Body Language 55% (Please note that to draw accurate conclusions from any study the parameters and objectives of what was being measured have to be looked at. Secondly this short conclusion ignores the substantial overlap between the three; they are clearly not separate. Even so, the implications for business communication are far reaching). In business if your staff are trained only in what to say they are missing out on 93% of their potential! NLP teaches how to develop rapport in seconds by using all your communication channels. In the area of words, sales scripts, questions, closing techniques and above all listening skills have been revolutionised. The advanced language patterns of NLP can teach excellence in communication skills. NLP then, is the art and science of achievement. It has only recently arrived in the UK business community, although well established in the medical and educational professions.

NLP is the study of the difference between competence and excellence, in terms of practical skills that can be passed on to others. It is therefore a learning model. In addition to modelling and the resultant methodology there are also the NLP presuppositions. These are the model of the attitudes and beliefs that have been found to be true for the top communicators and in people who are very successful at what they do.

F) Other Benefits of Sales Skills to Entrepreneurs

Entrepreneurs find themselves often in selling situations, for which all the content of this book is valuable. For example, when you are selling your ideas to the bank for an unsecured loan, you will have to have a written plan. Get a couple of friends that are in business to go through it and ask those difficult questions before the bank manager does. Write a draft 2 and a draft 3 and after every live presentation improve it from what was said at the meeting, use them as free consultants. At the end of the day though, a bank, whatever they say, will be most interested in the security for the loan.

If you are presenting to venture capitalists their main interest will be in their assessment of management’s ability to put the plan into action, and not the cleverness of the business idea. Always check for current government or other schemes on offer. If you are literally starting out it may be a good idea to offer something really special, if not free to your first customer. That way you get a client to refer to and build upon.

Another valuable area for applying selling skills is getting customers to pay up. The best way to achieve this is to sell before you buy. I launched my audio CD business this way by getting customers and then going into production. It is a much better route than raising finance. Using sales income as your venture capitalist is my philosophy. Traditional business has so many overheads with it, too many of them fixed. In this Internet world you can avoid most if not all of these and launch and develop a business so much cheaper and less riskier.

There are three types of purchases, those that you pay for, before you consume, (aeroplane flight, theatre ticket, office rent) those while or immediately after you consume (restaurant, shopping), and those that where you send an invoice out (telephone, consultancy). Always try to move your business to the former and your suppliers to the latter. When you have invoices outstanding, persuading somebody to send a cheque is a sales process, where all the techniques in this book can be applied. The sales process is finished on the day the cheque clears.

There is a world of difference between an entrepreneur and employee mind set. Many employees are put off by the stresses that entrepreneurs have to bear. Little do they appreciate that most entrepreneurs in their moment of maximum stress would not swap their lot to be an employee again and have those stresses. Referring to the saying, ‘having all your eggs in one basket’, it has always baffled me why banks and lending institutions consider somebody with one job a good risk to lend money to. Personally I would not lend a sizeable amount of money to someone with one insecure source of income. Taking advantages of higher mortgages than they can really afford, they can find themselves being owned and dictated to by the house they live in, whilst under the illusion that they own their own house. Maintaining their quality of life through credit cards then erodes their long term prosperity. You cannot run a successful business like this. In your selling think long term.

These high short-term costs are a significant barrier to entrepreneurship, which is about investing now for the long term. Mortgages, credit cards and loans, used for have now pay later instant gratification, are the enemies of entrepreneurial success. You have to think long-term, investment, short-term sacrifice. Employees work this month and are paid at the end.

Entrepreneurs work now with the intention of gaining a return from that months work for the rest of their lives, and then to leave an inheritance. Building a business with all of this overhead is like trying to take off from an aircraft carrier with a plane full of lead. You need to keep light of any unnecessary burdens. The spouse if applicable has to not only be supportive of you but living light as well. It is pointless in building a business to make these early and crucial sales and not have that money reinvested in the enterprise.

Employees do what the boss tells them and are motivated by being told what to do by a superior. This is done positively through, raises, promotions and negatively, the threat of redundancy and rebukes. Entrepreneurs are largely motivated by themselves. They actually have more bosses than the employee, customers, bank manager, staff demanding salaries, suppliers, usually the spouse as well puts the pressure on. Breaking away from an employee mindset is I think the greatest challenge to an entrepreneur. Becoming self-employed is a part move in this direction, but is not fully there.

The two most vital resources you have are your time and money. So my philosophy on selling is simple:

“If it costs money, there is a better way. Look and you shall find.”

“If it costs time, there is a better way. Look and you shall find.”

If you can present to an audience of 20 people, you are probably going to be more sales effective than presenting one to one. Quite often travel to see clients is very draining on time. Can technology help perhaps, video conferencing, presentation on the web page, three way conferencing? You need to be always asking yourself, “How, like a modern computer, do you achieve two or more things at the same time?”

I consider there are five types of entrepreneur, as I first discussed in my book “Be Your Best and Beyond..Entrepreneur”

Lifestyle Entrepreneurs working their hobby.

Profit Entrepreneurs purely in business for the money.

Formula Entrepreneurs franchisees and network marketers.

Empire Entrepreneurs wanting to build a major corporation.

Creative Entrepreneurs inventors, artists, authors.

You may be a mix of more than one depending on your motivations. All of these have to sell. Some, such as franchisees, will have a system and a manual for how to find and deal with customers. Network marketers, who build a network of customers who in turn are agents, are not really selling at all in the strictest sense. However they largely work alone although with upline support and the chapter on self-motivation will be of particular interest to them. Lifestyle entrepreneurs have the advantage that they have a strong passion and enthusiasm for what they are selling. Their weakness is that they often sell the wrong thing and pay little heed to the customer being focused on what they love. Whichever type you are this book is aimed at your needs.

Progress Now:

What type of Entrepreneur am I/do I want to be?

Summary of Key Points in Chapter:

My target in writing this book is to give entrepreneurs and other non-sales professionals selling skills quickly.
If you look at the various skills of sales you will soon realise that you not only have done it before, but you have done it before very well and many times.
The advantage in being a beginner is that learning can progress far quicker with this book.
Once you decide to focus on listening, business will increasingly come your way.
Selling is first and foremost about having a pride, a passion and belief in what you are offering.
This book assumes no previous knowledge of selling and goes straight to the techniques that top sales professional use.
Since it’s creation NLP (Neuro-Linguistic Programming) has continually grown in interest around the world.
NLP is essentially a model of excellence and achievement of ‘what works best’.
NLP, the now established psychology of achievement has contributed a great deal to this work.
Marketing should always come before selling activity.
People are happy to be influenced if it improves their situation.
We all perceive a situation differently.
This book is comprehensive and covers everything you need to know about selling.
There is a world of difference between an entrepreneur and employee mind set.
There are five classification of business entrepreneur.
Lifestyle Entrepreneurs working their hobby.

Profit Entrepreneurs purely in business for the money.

Formula Entrepreneurs franchisees and network marketers.

Empire Entrepreneurs wanting to build a major corporation.

Creative Entrepreneurs inventors, artists, authors.

If you would like a training course please email or call 0203-6759099.