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by Tom Peters
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Everyone lives by selling something. Robert Louis Stevenson
1. Strategyoverrated,simplydoinstuunderrated.SeeKelleherandBossidy:Wehave
astrategicplan,itscalleddoingthings.HerbKelleher.Executionisasystematic
processofrigorouslydiscussinghowsandwhats,tenaciouslyfollowingthrough,and
ensuringaccountability.LarryBossidy&RamCharan/ Execution: The Discipline o
Getting Things Done. Action has its own logicaskGenghisKhan,Rommel,COLJohn
Boyd,U.S.Grant,Patton,W.T.Sherman.
2. What are you personally great at?(Keyword:great.)Playtostrengths!Distinctor
Extinct.Youshouldaimtobeoutrageouslygood/B.I.W.atanichearea(ormore).
3. Areyouapersonality,adefactobrandintheindustry?TheDr.Philof...
4. Opportunism (with a little forethought) mostly wins.(Successfulpeoplearetheones
whoaregoodatPlanB.)
5. Little starts can lead to big wins.Mosttruewinnersthinksearch&Googlestart
assomethingsmall.ManybigdealsDisney&Pixarcouldhavebeendoneaslittle-erdealsifyoudhadthenervetostepoutbeforethevaluebecameobvious.
6. Non-obvious targets have great potential.Amongmanyotherthings,everybodygoes
aftertheobviousones.Also,thenon-obviousareoftengoodPartnersfortechnology
experiments.
7. Thebestrelationshipsareoften(usually?)nottoptotop!(Oftenthebest:hungrydivi-
sionGMseagertomakeamark.)
First prepared for presentation
toGEEnergy01.24.2006.
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8. ITS RELATIONSHIPS, STUPIDDEEP AND FROM MULTIPLE FUNCTIONS.
9. In any public-sector business, you must become an avid student of the politics,
the incentives and constraints, mostly non-economic, facing all of the players.
Politiciansareusuallyincrediblylogicalifyou(deeply!)understandthematrixinwhich
theyexist.
10.Relationships from within our rm are as importantoftenmoreimportantasthose
fromoutsideagainbroadisasimportantasdeep.Alliesavidsupporters!within
andfromnon-obviousplacesmaybemoreimportantthanrelationshipsattheClient
organization.Goal:aninsanelyunfairmarketshareofinsiderstimedevotedtoyour
projects!
11. Interesting outsiders are essential to innovative proposal and sales teams. An
excitingsales-proposalteamisasimportantasaprestigiousone.
12.Istheproposal-salesteamweirdenoughweirdoscomeupwiththemostinteresting,
game-changerideas.Period.
13. Lunch with at least one weirdo per month.(Goal:alwaysontheprowlforinteresting
newstu.)
14. Gratuitouscomment:Luncheswithgoodfriendsaretypicallyawasteof(professional)time.
15. Dont short-change (time, money, depth) the proposal process. Miss one tiny nuance,
onepotentialincentivethatmakesmydayforakeyClientplayerandwatchthewhole
gig be torpedoed.
16.Stickingwithitsometimespays,sometimesnotittakesalotoftriestoforgethebest
pathin.Sometimesyouneverdo,afteraliterallifetime.(Ah,life.)
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17. WOMEN ARE SIMPLY BETTER AT RELATIONSHIPSdontgethungupparticu-
larlyintechrmsonwhatindustries-countrieswomencantdo.(Orsomesuch
bullshit.)
18. Work incessantly on your storymost economic value springs from a good
story (think Perrier)!Insensitivepublicorquasi-publicnegotiations,acompelling
storyisofimmensevalue-politicsisaboutthetensionamongcompetingstories.(Ifyou
dontbelieveme,askKarlRoveorJamesCarville.)(Storytellingisthecoreofculture.
Branded Nation: The Marketing o Megachurch, College Inc., and Museumworld,James
Twitchell)
19. Callthis18A,or18repeat:Becomearst-rateStoryteller!(Akeyperhapsthekeyto
leadershipistheeectivecommunicationofastory.HowardGardner, Leading Minds:
An Anatomy o Leadership)
20. RiskAssessment&RiskManagementismoreaboutstoriesthanadvancedmath-iebril-
liant scenario construction.
21. Goodlistenersaregoodsalespeople.Period.
22. Lousylistenersarelousysalespeople.Period.
23. GREAT LISTENERS ARE GREAT SALES PEOPLE.(ListeningskillsarehardtolearnandsubjecttoimmenseeortinpursuitofMastery.Avirtuosolistenerisasrareasa
virtuosocelloplayer.)(Ifyoudontlisten,youdontsellanything.CarolynMarland,
MD/GuardianGroup)
24. Thingsthatarefunnytome(American)areoften-mostlynotfunnytothoseinother
cultures.(Humorisasne-edgedasitgets,andrarelytravels.)
h fBe bold. Dream up your own manifesto and submit your idea here.
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25. You dont know Jack Squat about other peoples culturesespecially if you are a
typically myopic American.(Likeme.)
26. Are you a great interviewer? Itsamakeorbreakskill.(ThinkBarbaraWaltersi.e.,
herskillatextractingunwantedtruthsfromprosinpersona-protection...infrontof
10sofmillionsofpeople.)
If you dont listen, you dont sell anything. Carolyn Marland, Managing Director, Guardian Group
27. Are you a great (not merely good) presenter?Masteringpresentationskillsisa
lifesworkwithstupendouspayo.
28. Work like hell on the Big 2: LISTENING/INTERVIEWING, PRESENTING. Theseare
theessenceof[sales]lifeandusuallypicked-upinanamateurish,catch-as-catch-
canfashion.Mistake!(Becomeaprofessionalstudentofthesetwoareas,achieve
Mastery.)
29. Areyougoodatowers?Think:FLOWERPOWER!(seeHarveyMackaysMackay66
whatyoushouldknowaboutaClient;e.g.,birthdays&anniversaries.)(My owers
budget is out of control. Hooray for me.)
30. Youcantdoitallbeclearatwhatyouaregoodat,badat,indierentat.Hubrissucks.
31. Thepointisnottoproveyourself.(Thatsego-talk.)Letthebestpersonpresenttothe
Clientperhapsalowerlevelgeek.(Controlfreaksgettheirjustdessertsinthelong
haulorsooner.)
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32. Thenumberswillmoreorlesstakecareofthemselvesoverthelonghaulifthe
relationship/sis/aresolidgold.
33. The Gold Standard in selling: INDISPENSABLE to the Client.
Noothergoalisworthy.
34. Neverstopgrowing-broadening-deepeningtherelationship.The key to
indispensability is to get the Client more and more and more and then more
imbedded in our web.Hencetheso-calledsellingprocessisonlytherststep!
35. USE THE WORD WE CONSTANTLY & RELIGIOUSLY!(Eg:WetheClient&
mearegoingtochangetheworldwiththisservice.)
36. Dont waste your time on jerksitll rarely work out in the mid- to long-term.
37. Genius is walking away from lousy scores (deals)and accepting the attendant
heat. BigBusinessisthepremierhometoBigEgosoverpayingbyafactorof2to22
withbillion$$$$atstake.(ThinkJerryLevinandAOLTimeWarner.)
38. Youhaventaclueastohowthissituationwillactuallyplayoutbepreparedtomove
fastinadierentdirection.
39. Keepyourword.
40. KEEP YOUR WORD.
41. Underpromise(i.e.,dontover-promise;i.e.,cutyourselfalittleslack)evenifitcostsyou
businesswinningisalong-termaair.Over-promisingisSign#1ofalackofintegrity.
Youwillpaythepiper.
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42. Thereissuchathingasagoodlossifyouvetestedsomethingnewanddeveloped
goodrelationships.Ahalf-dozenhonorable,ingeniouslossesoveratwo-yearperiod
canpavethewayforaBigVictoryinaNewSpaceinyear3.
43. Itsacompetitiveworldoutthere.New,innovativeproductsarehardertosellthanold
stand-bys.Nonetheless, you will be a long-term star to the extent that you are
willing to push the harder-to-sell-at-the-moment Innovative Products that cement
long-term Client success (Indispensability!)evenifitmeansa#shitthisquarter.
PART OF YOUR JOB: TAKE CLIENTS ON AN ADVENTURE THAT PUTS THEM
AHEAD OF THE GAME CALLED (GAMECHANGINGhopefully) COMPETITIVE
ADVANTAGE!
44. Thinklegacywhatthehellisallthisreallyaboutforyouandtheworld?(Tellme,
whatisityouplantodowithyouronewildandpreciouslife?MaryOliver)
45. THERE ARE NO MODERATES IN THE HISTORY BOOKS!
46. Keep it simple!(Damnit!)Nomatterhowsophisticatedtheproduct.Ifyoucant
explainitinaphrase,apage,ortoyour14-year-old...youhaventgotitrightyet.
47. Know more than the next guy.Homeworkpays.(ofcourseitsobviousbutinmy
workitistoooftenhonoredinthebreach.)
48. Regardlessofprojectsize,winningorlosinginvariablyhingesonaraftoflittlestu.
Little stuff is and always has been everything!!!!!!!!!!!!!!!!!!!!or, one mans little
stuff is another mans 7.6 Richter deal-breaker.
49. In public settings in particular, face saving is all.Whensomethingchanges,allowthe
otherguytocomeoutlookinglikeawinner,especiallyifhehaslost.(Evenifyoumust
accepttheeggonyourfacehewillalwaysrememberyou!)
h fWant to nd the most buzzworthy manifestos? discover them here.
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50. Dontholdgrudges.(Itistheultimateinsmallmindednessandincrediblywastefuland
ineective.Theresalwaystomorrow.)
51. ITS ALWAYS THE POLITICSwee private sector deal or giant public sector
deal.(Everyplayer,smallorlarge,isanglingforsomething.Masterthecalculusof
advantage.)
52. To beat the turnover problem in key Client posts amidst long negotiations,
invest outrageous amounts of time building a wide & deep set of relationships with
mid-level (& lower!!) plodding careerists.Theinvisiblecareeristsarethebedrock
uponwhichrepeatedsuccessisbuilt!(MyCapitolHillAxiom:Itsthe24-year-oldLA
whointheendbriefstheSenatorrightbeforeshegoestotheFloortovote.)
53. Speakingofshe:GenderdierencesareEnormousdealingwithawomananddeal-
ingwithamanaredierentkettlesofshyoumustbecomeanA+studentofgender
dierences.(Eg:Menaretypicallymoreinterestedintheshort-termscore.Womenare
moreinterestedinthelong-termconsequences.)
54. LITTLE PEOPLE OFTEN HAVE BIG FRIENDS.
55. Thisisnotwar,damnit.Allpartiescanwin(ornotlose,anyway).Andlosingbidders
canwalkawayfromadealwithincreasedrespectforyouandyourteam.
56. Never,everdumponacompetitortheTomWatsonIBMglory-daysmantra.
Nothing is so contagious as enthusiasm.Samuel Taylor Coleridge
h fWant to copy and paste parts of this manifesto? CliCk here for instructions.
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57. Never forget the Law of Cousins!Indevelopingnationsinparticular,powerbrokers
atalllevelsareatleastcousins!Considerationforasecondcousincanpayobigtime.
58. Speakingoffavors,jailsucks.
59. Work hard beats work smart. (Mostly.)
60. REPEAT: HE/SHE WHO HAS THE MOST-BEST RELATIONSHIPS WINS.
RELATIONSHIPS ARE THE ESSENCE OF THE WORK OF THE SALESPERSON. THE
HARD ... AND LONG ... WORK OF THE SALESPERSON.
61. Manovmanohardballisseldomtheanswerendrunsbasedandpatientmulti-level
relationshipbuildingviadeeper-widernetworkswin.
62. Ifthedealiswiredfrombelow,trulywired,thantheso-calledbignegotiationsare
essentially irrelevant.
63. Ifeveryquarterisalittlebetterthanthepriorquarterthenyouarenottakingany
seriousrisks.
64. Phones beat email.
65. A THREE-MINUTE CALL TODAY CAN AVOID A GAME-LOSER OF A FIASCO NEXT
MONTH. There was always a time when a little thing could have been addressedthat headed off a subsequent big thing.Astoavoidingthatcall,didntsomeonesay,
Pridegoethbeforethefall?
66. Behyper-organizedaboutrelationshipmanagementyouareintheanthropology
business.Studythegreatpols!BrilliantNRM(networkrelationshipmanagement)isnot
accidental!Itisnotcatch-as-catchcan.(Footballanalogiesarecutebutdeeppolitical
understandingpaystheprivate-schooltuition.)
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67. Think/obsessonROIR(ReturnOnInvestmentInRelationships).
68. THANK YOU NOTES: Worlds highest-return investment!!!!!!!!!
69. Thewaytoanyonesheart:Doinganicethingfortheirkid.(But,gawd,doesthistakea
gentletouch.)
70. Scoringootherpeopleisstupid.Winners are always in the business of creating the
maximum # of winnersamong adversaries at least as much as among partners.
71. Yourcolleaguessuccessesareyoursuccesses.Period.(Trustme,mygreatestpersonal
successnanciallyaswellasartisticallyhasbeencreatingabiggerpondinwhich
everyonewins,evenifmymarketshareisdown.)
72. Lend a helping hand, especially when you dont have the time.E.g.sharerelation-
shipsthe more you give away the more you get in return(justliketheysayin
church).
73. Listenup:ItwasmuchlaterthatIrealizedDadssecret.Hegainedrespectbygivingit.
Hetalkedandlistenedtothefourth-gradekidsinSpringValleywhoshinedshoesthe
samewayhetalkedandlistenedtoabishoporacollegepresident.Hewasseriouslyin-
terestedinwhoyouwereandwhatyouhadtosay.SaraLawrence-Lightfoot,Respect.
(I.e.,RespectisCool.)
74. Mentoringisathrillandthepracticalpayoisenormous.Thebestmentorshavethe
wholeworldworkingitsbunsoforthem!
75. Hireforenthusiasm.Promoteforenthusiasm.Cherishenthusiasm.REMOVE NON-
ENTHUSIASTSTHEY ARE CANCERS.(Nothingissocontagiousasenthusiasm.
SamuelTaylorColeridge.Amanwithoutasmilingfacemustnotopenashop.
ChineseProverb.)
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You cant behave in a calm, rational manner.
Youve got to be out there on the lunatic fringe. Jack Welch
76. ITS ALWAYS YOUR PROBLEMyou sold it to them.
77. Its never over: While there may be an excellent service activity in your company,
the relationship belongs to You!Hencetheaftersalesmomentsoftruthare
atleastasifnotmorethan*importanttotheContinuingRelationshipasthesale
transactionitself.(*Ivoteformorethan.)Youllgetyourbiggestpointswiththe
Clientforbeinganeectiveafter-the-factgo-betweenwithyourcompany.
78. Dontgettoohunguponsystemsintegrationrst&foremost,theindividualbits
havegottowork.
79. For Gods sake dont over promise on systems integrationits nigh on impos-
sible to deliver.
80. OntheotherhandwinnersclamberUptheValue-addedLadder,andoereverso
muchmorethanmereproduct.ALL SUCCESSFUL SALES PEOPLE ARE IN THE
SOLUTIONS BUSINESSnomatterhowjargonythatmaysound.
81. Systems/SolutionssellingmeansgrapplingdirectlywithculturechangeinClient
organizations.(Thebusinessofsellingisnotjustaboutmatchingviablesolutions
tothecustomersthatrequirethem.Itsequallyaboutmanagingthechangeprocess
thecustomerwillneedtogothroughtoimplementthesolutionandachievethevalue
promisedbythesolutionJeThull,ThePrimeSolution:ClosetheValueGap,Increase
Margins,andWintheComplexSale)
h fEvery one of our manifestos is free. See the reSt of them.
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82. Shit happens. Thats what they pay you for.
83. ThisisnotaGEorBen&JerryssaleitisaJoeJones/JaneJonessale.YOU ARE
THE BRAND THE CLIENT BUYSespeciallyoverthelonghaul.
84. Duh:Youmakemoney,thecompanymakesmoney,onrepeatbusiness.
85. Masteryes,youthePRGame.WordofMouthisnotaccidental!You want Word of
Mouth? Make it happen!
86. GOAL #1: MAKE YOUR CLIENT A HEROYOU ARE NOT THERE TO GET CREDIT.
(Takingcreditisforego-maniacs.Andlosers.)
87. Decentmargins,overthemid-tolong-term,areaproductofbetterrelationships,notbetternegotiatingskill.(Mostly.)
88. Intheimmortalwordsofex-GEViceChairmanLarryBossidy,moreorless,Realism
rocks.(Bullshitartistandgreatsalesperson,contrarytoconventionalwisdom,are
DiametricOpposites.TruthtellerandGreatSalespersonismorelikeit.)
89. BethersttotelltheClientbadnews(e.g.,slippeddelivery);hisintelligencesources,
andhehasthem,willtellhimfastyouwanttobethererstwithyourstoryandto
enhanceyourrepasTruthteller!
90. Worklikehelltogetareputationasavaluedindustryexpert,tobecomeanindustry
resource.
91. WorktheTradeAssociationangleforallitsworthitmaytakeadecadetopayoe.g.,
whenyoubecomeanocerorareonanimportantpanelortestifybeforeCongress.
92. PAY YOUR DUES IN THE CLIENT ORG AND IN YOUR OWN ORG!
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93. Its all bloody tactics.
94. Youmust...LOVE....theproduct!(Period.)
95. YOU MUST LOVE THE PRODUCT!
96. Dont over-schedule.Runninglateisinexcusableatanylevelofseniority;itisthe
ultimatemarkofself-importancemixedwithcontempt.
97. Ittakestimetogettoknowpeople.(DUH.)
98. Women are better salespeople.(SeeAddendum)
99.Theveryideaofeciencyinrelationshipdevelopmentis...STUPID.
100.MBWA (still) rules.
101.Preparingthesoilistherst98percent.(Ormore.)
102.WORK THE PHONES!
103. Rule5K-5M:5Kmilesfora5-Minutemeetingoftenmakessense.(Yes,often.)(Evenwith
constrainedtravelbudgets.)(Thanks,super-agentMarkMcCormack.)
104.Becomeastudent!Studygreatsalespeople!(IncludingPresidents.)(NaturalisalittlebittruebutthenNaturalsarealwaystheoneswhostudyhardeste.g.,JerryRice.)
105.Becomeastudent!Yes,youcanstudyRelationshipBuilding.So,study
106.Bewarecomplexiersandcomplicators.(Trulysmartpeople...simplifythings.)
107.Thesmartestguyintheroomrarelywinsalas,heusuallyisawarehesthesmartest
guy.(Andneedntwastehistimeonthatsoftrelationshipcrap.)
h fEvery one of our manifestos is free. See the reSt of them.
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108.Be kind. It works.
109.Beespeciallykindwhentherearescrew-ups.(Theresplentyoftimelatertoplaythe
GreatAccountabilityGame.)
110.PresidentsnevertireofbeingtreatedlikePresidents.
111. Luck matters. So: Good luck!
ADDENDUM: WOMEN ROCK (AS SALESPERSONS)
Andtheanswersare?
TAKETHISQUICKQUIZ:Whomanagesmorethingsatonce? Who puts more eort into their
appearance?Whousuallytakescareofthedetails?Who fnds it easier to meet new people?
Whoasksmorequestionsinaconversation?Who is a better listener?Whohasmoreinterest
incommunicationskills?Who is more inclined to get involved?Whoencouragesharmonyand
agreement? Who has better intuition?Whoworkswithalongertodolist?Who enjoys a
recap to the days events?Whoisbetteratkeepingintouchwithothers?
Source:Selling Is a Womans Game: 15 Powerul Reasons Why Women Can Outsell Men,Nicki
Joy&SusanKane-Benson
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infoinfoABOUT THE AUTHOR
FortunecallsTomPeterstheUr-guruofmanagementandcompareshimtoRalphWaldoEmerson,
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