20 Days to the Top : How the PRECISE Selling Formula Will Make You Your Company's Top Sales Performer in Twenty Days or Less

“I've been selling the same basic product to the same customers for over 10 years. I watched your video and it turned my thinking upside down!...And guess what?? I WAS my company's Top Sales Performer!” --Linda Jamison, National Account Manager, Time Warner Book Group Brian Sullivan is an award-winning salesperson and one of the most prominent and sought-after sales and leadership trainers. His high-energy, no-nonsense, interactive seminars on the PRECISE Selling Formula have become one of the hottest training courses in sales. Based around the notion that you should “Say less...while selling more,” Sullivan teaches salespeople how to execute the PRECISE Selling Formula in just 20 days. They'll also learn how to: --Lead their company in sales --Be stupid to make stupid big money --Create a posture that attracts customers --Evaluate sales performance after every call Title Page 2 What People Are Saying about Brian Sullivan’s PRECISE Selling 3 Copyright 5 Dedication 6 Table of Contents 8 Acknowledgments 10 Part One: Building a Precise Foundation 12 Chapter One: Your Sprint to the Top Begins with These Easy Steps 14 Rookie Reps Can Be PRECISE 14 Veteran Reps Can Be PRECISE 15 What is PRECISE Selling? 16 Get to the Point! 17 What Class of Sales Rep Are You? 18 PRECISE Sales Reps Are Enthusiastic 19 PRECISE Sales Reps are Enthusiastic Leaders 19 PRECISE Sales Reps Are Flies 20 PRECISE Sales Reps Don’t Live in a Box 20 PRECISE Sales Reps Don’t Give Up 21 Chapter Two: Creating PRECISE Selling: How a Proctologist Taught Me a Lesson in Sales 24 The Journey Begins 24 Graduation Day 25 Split Me in Thirds 28 Never Plateau in Your Profession 28 Time to Step It Up 29 It Worked! 30 Evolution 31 Chapter Three: Fishing for Contrarians: How to Sell in a World of Mopes 32 Selling Is Fishing 32 The Contrarian 33 But I Have to Make Some Statements, Don’t I? 40 Chapter Four: Questions, Questions, and Questions: Three Hearing Aids for Your Prospects 42 Why Ask Questions? 42 Don’t Let Them Fool You 51 How Can You Remember These Questions? 51 Chapter Five: Listen Up!: If You Don’t Have a Photographic Memory, Take Notes 52 Question, Then Listen...Not Question, Then Think of Your Next Question 53 How Good Is Your Memory? 57 Take Notes 60 Wrap-Up 62 Part Two. The Three Ps of the Precise Selling Formula 64 Chapter Six: P #1—PRECISE Posture: How to Get Your Customers, Colleagues, and CEO to Want to Be Just Like You 66 Why is the Position or Bearing of Your Body Important? 66 PRECISE Posture Tells Them That You Are Capable 67 How Does Attitude Affect Your Posture? 68 How Does Enthusiasm Affect Your Posture? 70 Body Language: Monkey See, Monkey Do 71 Turn the Lights on When You Dress 73 How to Make Your Customers Want to Be You 75 Chapter Seven: How a “Stupid” Posture Can Mean Big Money 76 Sales Associate 76 Solutions Consultant 76 Service Agent 76 Account Manager 77 Relationship Manager 77 Being Stupid Can Brighten People’s Day...Including Yours 78 Levels of Stupidity 79 Modestly Stupid 79 Moderately Stupid 81 Totally Stupid 83 Identify Your Stupidity Tolerance...Then Be “Stupider!” 85 The Day I “Stupidly”Walked Outside the Lines 85 Stupid Wrap-Up 88 Chapter Eight: P #2—PIC Knowledge: Why Knowing a Ton and Sharing a Little Is Better Than Knowing a Little and Sharing a Ton 90 Learning Starts with “Wanting” 91 How Much PIC Knowledge Do You Need? 92 When Can I Learn? 94 Where are good places to learn? 94 Chapter Nine: PRECISE Actions: The Seven Commission-Building Actions That You Will Easily Remember and Repeat on Every Sales Call 98 The Seven Actions That Will Make You Your Company’s Top Performer in 20 Days or Less 98 Why Is a Process Necessary in Sales? 99 To Keep Improving, Learn from Every Sales Call 100 Create Good Habits 101 Find Something That Works, and Then Repeat It 102 Performance Is Measurable 103 Measure Your Performance; Then Measure the Size of Your Commission Check 103 No Sustain, No Gain...in Your Pay! 104 How Do I Know This Works? 105 The Greatest Product 107 Chapter Ten: PRECISE Action #1: Prepare Like Vince Lombardi...You Animal! 108 Action #1 109 Sell Yourself 109 Set Objectives Before Sales Calls 110 Know the Game Conditions 112 Be Dr. Doolittle—Prepare to Talk to the Animals 113 You Know What to Bring into a Sales Call...Now Bring It 117 Chapter Eleven: PRECISE Action #2: Respect and Trust—How to Get Prospects to Love You, Then Let You Do Your Job 120 Respect Comes from Good Ideas and Qualities 121 Trust Comes from Customer Reliance 121 Be a Vending Machine, Not a Slot Machine 122 Never Overstate and Underdeliver 122 Smiles Work! 123 The Perfect Handshake 123 When Things Go Wrong 124 Three Key PRECISE Phrases to Use on Every Scheduled Appointment 126 Chapter Twelve: PRECISE Action #3: Engage Your Prospects with Questions and Curiosity—Till Death Do You Part 132 Engage a Cold Prospect 132 Engage a Warm Prospect 134 Chapter Thirteen: CLEAR Questioning: The $10,000 Questioning Technique That You Get Free With This Book 140 The Playbook 141 “I Already Ask Questions Like These... Most of the Time.” 150 Chapter Fourteen: PRECISE Action #4: Convey Your Solution Using Smart Bombs, Not Dumb Bombs 152 Be a Precision-Guided Weapon, Not a Dumb Bomb 153 The Transition to the Solution 153 Curiosity 154 Tell Them Who You Are 154 Load the Bullets and Shoot 155 Benefits Make the Bullet More Powerful 157 Don’t Overdo the Statistics 161 How Testimonials Just Plain Work 161 Keep the Dialogue Going 165 Presentation Binders 165 Chapter Fifteen: PRECISE Action #5: Indecision—How to Conquer the Most Costly Barrier to the Top 168 A Posture of Imperturbability Can Ignite Decisions 169 You Asking for the Order 170 Indecision Wastes Time 171 The Cost of a Delayed “No” 172 The Indianapolis 500 Sales Wreck 173 Indecision Land Mines 174 Address Decision-Making Concerns with Precision 176 Benefits vs. Concerns Scale 176 Uh Oh...My Competition Really Is Better 177 Chapter Sixteen: Damn, You Are a SHARP Addresser: Five Steps to Help You Respond to “Indecision-Causing” Concerns 178 Be SHARP When Addressing Concerns 178 Velvet Conviction 181 The Five SHARP Steps to Addressing an Area of Concern 183 Chapter Seventeen: PRECISE Action #6: Secure Agreement and Advance— Take ’em to the Promised Land 190 Know When to Say When 190 Precise Sales Reps Don’t Let Their Prospects Get Sick 192 Secure Solution Agreement 193 Show Them the Money 194 Secure Financial Agreement When No Alarms Are Sounding 198 Advancing the Sale Up the Decision-Making Chain 199 Always Remember Your Objective 201 Chapter Eighteen: PRECISE Action #7: Explore for More—Why the Biggest Diamonds May Be in Your Own Backyard 202 Look No Further 202 Real versus Imaginary 203 Make Your Job Easier 203 What Instruments Do You Need to Explore? 205 Launch the USS Exploration 206 Two Ways to Explore 208 Exploring Problems 209 Explore for Referrals 209 There Ain’t No Diamonds On My Farm! 210 Chapter Nineteen: PRECISE Call Sheets:Your Eight-Cent Tool to Becoming PRECISE and Staying PRECISE 212 The Challenge—Dedicate Yourself to Being PRECISE 213 The Tool to Becoming and Remaining PRECISE 214 PRECISE Call Sheet 215 The PRECISE Call Book 216 Using the PRECISE Call Book Before a Call 216 Using a PRECISE Call Sheet During the Call 216 Using the PRECISE Call Book After a Call 219 PRECISE Call Sheet (filled out) 220 Let’s Recap It 221 What About Retail Sales? 221 Manage Yourself 222 The PRECISE Nerds 222 Recap the Value of the Sheet 223 Practice 224 Epilogue: Sales Leaders and Managers: How to Help You and Your People Become Precision-Guided Sales Weapons 226 Tools to Help You Become PRECISE 227 PRECISE Home Study Course 230 Index 232 About the Author 240 Back Cover 242 Annotation Brian Sullivan is an award-winning salesperson and one of the most prominent and sought-after sales and leadership trainers. His high-energy, no-nonsense, interactive seminars on the PRECISE Selling Formula have become one of the hottest training courses in sales. Based around the notion that you should "Say less ... while selling more," Sullivan teaches salespeople how to execute the PRECISE Selling Formula in just 20 days. They'll also learn how to: Lead their company in sales Be stupid to make stupid big money Create a posture that attracts customers Evaluate sales performance after every call