15 Universal Truths in

SELLING! EBOOK

The Customer is who we work for.

Customers buy from people they

respect and trust.

You and everyone in your

organization are responsible for

Customer Experience.

CUSTOMER FOCUS

UNIVERSAL TRUTHS IN SELLING

1

Calling at the top is the mark

of superior business sales

professionals.

Calling at the top, at the right

time, will shorten your sales

cycle, raise your confidence,

and yield greater opportunity

than any other tactic in your

sales arsenal.

CALLS

UNIVERSAL TRUTHS IN SELLING

2

QUESTIONING

Questioning is the primary skill of a

successful sales professional.

Become a student of questioning, as

asking thought-provoking questions is the

#1 skill of business-to-business sales pros.

Begin with the big picture — then explore

the business issues, the problems, the

needs, and the opportunities in detail.

UNIVERSAL TRUTHS IN SELLING

3

Listening intently is integral to

effective questioning.

Listening engages. It is hard

work, and humbling.

It draws the customer towards

you. It forces you to understand

first, before considering possiblesolutions.

LISTENING

UNIVERSAL TRUTHS IN SELLING

4

YOUR SALES MANAGER

Your Sales Manager is the most

important person in your sales

career.

Cultivate and tap into that

wealth of experience to drive

results.

UNIVERSAL TRUTHS IN SELLING

5

DECISIONS

Understand and

align to the

customer’s criteria in

making decisions.

More importantly, take responsibility for

shaping that criteria.

UNIVERSAL TRUTHS IN SELLING

6

Never go into a call without in-

depth preparation.

Always research your

customer’s business and industry to see the world from

the customer’s eyes.

Always send a brief Agenda prior

to the meeting.

PREPARATION

UNIVERSAL TRUTHS IN SELLING

7

VALUEKnow the value of your products and

services to your customer inside and

out. Articulate that value, along with

the benefit your people and your

organization provides.

Since value is in the eyes of the

beholder, align and leverage the value

you offer to what the customer values.

UNIVERSAL TRUTHS IN SELLING

8

Building a personal relationship is

what keeps you inside an

organization.

Treat everyone with respect. Like

them, care for them. Empathize.

Help them succeed personally and professionally.

RELATIONSHIPS

UNIVERSAL TRUTHS IN SELLING

9

MONEY

Show them the money.

Illustrate how they and

their organization will

benefit financially from

your product or service.

UNIVERSAL TRUTHS IN SELLING

10

Prospect to build your pipeline. Track

your numbers. The best sales pros

know their numbers and are relentless

about the number of touches they

make every day.

Pick up the phone and begin

conversations every single day. It is

the foundation for growth.

PROSPECTING

UNIVERSAL TRUTHS IN SELLING

11

COMMITMENTSDo what you say you will do.

Keep your commitments,

period.

Be a model of integrity and dependability.

Return all calls every day, no

matter what the time –

customers notice.

UNIVERSAL TRUTHS IN SELLING

12

LEARNING

Be a curious, relentless, life-long learner.

Study and sharpen your Sales Process and the

steps that drive results.

Continuous learning is the most important

individual strategy for sales success.

UNIVERSAL TRUTHS IN SELLING

13

GROWTH

Sustainable, profitable

growth is the foundation for

long-term success.

Planning and superior execution enables growth.

Anticipate with the customer

what the future will be.

UNIVERSAL TRUTHS IN SELLING

14

MINDSET

Desire

OptimismDetermination

Persistence

Resilience….

Top salespeople never let

failure overtake them.

UNIVERSAL TRUTHS IN SELLING

15

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