How To Sell When Nobody's Buying : (And How to Sell Even More When They Are)

The most effective sales strategies for tough economic times Today's selling environment is tough, and only getting tougher. The old tactics are no longer working, and the current economy is only making selling more difficult. You need sales tactics and strategies that work now and fast... even when no one wants to buy-and tactics and strategies that will work even better when they do want to buy. How to Sell When Nobody's Buying is a practical, effective guide to selling even in the toughest of times. This book is packed with new information about creating sales opportunities. Most sales strategies taught today are based on outdated information from ten, twenty, even thirty years ago and they simply don't work today. You'll find the tools and information you need to gain confidence, create powerful alliances, profitable social networks, and drive your profits to unprecedented highs. Whether you sell business-to-business or direct to the consumer, whether you sell real estate or retail, this is the sales guide for you. Features effective, simple strategies for selling in tough economic times Offers free or low-cost prospecting tools that bring in customers by the herd Includes case studies from top salespeople that reveal new ways to bring in customers From sales guru Dave Lakhani, author of Persuasion, Subliminal Persuasion, and The Power of an Hour These days, you need all the help you can get to sell effectively. If you want to increase your sales and drive your business forward-no matter what the economy or your industry does-learn How to Sell When Nobody's Buying. How To Sell When Nobody's Buying: (And How to Sell Even More When They Are) 5 Contents 9 Acknowledgments 11 Preface 13 Chapter 0: Quick Start 17 WARNING! 17 SEVEN DAYS TO SELLING SUCCESSFULLY WHEN NOBODY’S BUYING 18 Chapter 1: Get Real and Get Focused 27 WHEN NOBODY’S BUYING, PEOPLE BECOME PREDICTABLE 28 REALITY IS WHAT YOU FACE EVERY DAY 31 YOU DO WHATEVER IT TAKES 32 FOCUS IS THE REAL KEY TO MORE SALES 33 PRACTICE FEARSOME FOCUS USING THE 45/15 FORMULA 33 HOW TO CONDITION YOUR COLLEAGUES TO RESPECT YOUR FEARSOME FOCUS 34 SUGGESTED FEARSOME FOCUS ACTIVITIES 35 GET HELP: YOU DON’T HAVE TO DO EVERYTHING YOURSELF 36 PASS OFF WHAT YOU CAN TO SUPPORT STAFF YOU ALREADY HAVE 37 A RADICAL APPROACH TO TAKING BACK PRODUCTIVE TIME 38 THERE IS NO WAY I CAN AFFORD THIS 40 GET AGILE TO GET PROFITABLE 40 SLUMP BUSTER: An Interview with Scott Marker 43 Chapter 2: Get Visible 49 BUILDING YOUR PERSONAL BRAND ONLINE 50 THINK BIGGER: BEING SEEN DOESN’T ALWAYS MEAN IN PERSON 55 DEVELOP YOUR PERSONA 57 DRESS TO LEAD 58 SPEAK TO THEIR LISTENING 59 SAY WHAT THEY WANT TO HEAR 59 GET FACE TO FACE 60 POSITIONING PLUS PACKAGING EQUALS DESIRE—AND A DESIRE IS A BUYER 61 MAKE YOUR EXPERTISE KNOWN 62 Chapter 3: Get Connected 65 THE NEW PROSPECTING TOOLS YOU AREN’T USING TO MAXIMIZE SALES 66 GOOGLE ALERTS 66 LEVERAGE YOUR LINKS ON LINKEDIN.COM 69 TWITTER YOUR WAY TO NEW SALES NOW 72 SOCIAL MEDIA IS A SMALL TOWN 76 TRADITIONAL NETWORKING AND CONNECTING 76 INTEGRATED INFLUENCE 77 Chapter 4: Get Digital and Get Off the Road 79 A CROWD OF ONE OR MANY, RIGHT AT YOUR COMPUTER 80 HOW TO PRESENT TO PROSPECTS 24 HOURS A DAY USING WEBINARS 86 MASS PROSPECTING 86 GETTING DIGITAL DOESN’T REMOVE YOUR NEED TO GET FACE TO FACE WITH CLIENTS 89 Chapter 5: Get Creative 91 SIX DEGREES TO THE INFLUENCER 91 HOW TO REACH THE UNREACHABLE 92 CREATE A DRIP CAMPAIGN 95 LUMPY OR DIMENSIONAL MAIL 102 WAIT—THERE IS MORE THAN PHYSICAL MAIL! 104 CREATIVE IS ABOUT BREAKING THROUGH THE CLUTTER AND EARNING ATTENTION 105 SLUMP BUSTER: An Interview with Todd Carlson 107 Chapter 6: Get Persuasive 111 SOMATIC MARKERS AND WHY PEOPLE BUY 112 BREAKING THE TRANCE 113 WIDE AWAKE—PERSUADED—WIDE AWAKE 115 CURIOSITY BREAKS THE TRANCE 116 RESETTING THE TRANCE 117 ELICIT THEIR STORY AND TELL ONE BACK 118 RESPONSIVE NARRATIVE 119 Chapter 7: Get Paid 123 UP-SELL THEM THE MINUTE THEY SAY YES 124 DOWN-SELL THEM THE MINUTE THEY SAY NO 125 BUNDLE IT UP TO SELL MORE 127 CROSS-SELL TO HOT PROSPECTS 127 OVERCOMING OBJECTIONS 130 Chapter 8: Get Leverage 131 YOU 132 POSITION AND PACKAGE YOURSELF 132 DIVIDE AND CONQUER 133 COMMUNICATE AND CONTROL 134 TOUCH AND MOVE TO DEEPEN RAPPORT 135 CREATING BUY-IN 135 INTENSIFY EMOTIONAL CONNECTEDNESS 137 CREATE AND MAINTAIN BUYING PRESSURE 138 BIG EFFORT EQUALS BIGGER REWARDS 140 Chapter 9: Get Them Selling 141 CALM THEIR NERVES 142 LISTEN 142 ASSESS 143 REASSURE 144 REFOCUS 144 MENTOR 144 MONITOR PROGRESS 145 WHEN TIMES ARE CHALLENGING, YOU HAVE TO THINK DIFFERENTLY 145 DON’T FORGET TO RALLY THE TROOPS 146 SLUMP BUSTER: For Sales Managers and CEOs: An Interview with Dwayne Speagle 151 CONTACT DWAYNE 153 Chapter 10: Final Thoughts 155 Afterword 159 Contributing Author Essays 175 How to Sell More Using Social Media 177 INTRODUCTION 177 THE MINDSHARE METHOD(SM) 178 HOW DO PROSPECTS TALK ABOUT THEIR PROBLEMS? 183 FINDING YOUR PROSPECTS ONLINE 184 CRAFTING A SOCIAL MEDIA STRATEGY TO SELL WHEN NO ONE IS BUYING 196 SPECIAL BONUS! 198 CONCLUSION 198 Disruptive Excellence 201 LISTENING TO YOUR CUSTOMERS CAN KILL YOUR COMPANY 202 THERE’S NO “I” IN TEAM 204 WHAT EVERY SCIENTIST KNOWS ABOUT FAILURE IS YOUR SECRET TO SUCCESS 206 GIVE BEAN COUNTERS PLENTY OF BEANS TO COUNT 207 CREATIVE CORRUPTION AND BLIND CREATIVE COLLECTIVISM 209 WHEN EVERYBODY’S SPECIAL, NOBODY IS SPECIAL 210 How to Effectively Use Facebook to Find Your Ideal Work, Build Your Brand, and Increase Your Sales 213 WHAT IS FACEBOOK? 213 WHY FACEBOOK? 215 HOW TO GET PROSPECTS TO BEAT A PATH TO YOUR DOOR 216 THIRTY WAYS TO CREATE VISIBILITY 218 HOW TO RECRUIT TOP SALES STAFF USING FACEBOOK 219 FINDING NEW SOURCES OF EMPLOYMENT IN THE REPUTATION AGE 220 SETTING UP YOUR OWN USER GROUP 221 EVERYONE IN BUSINESS NEEDS AT LEAST ONE FACEBOOK PAGE 222 CASE STUDY: TWO HUNDRED PERCENT GROWTH 222 SPECIFIC ACTION STEPS TO TAKE NOW! 223 How to Sell Real Estate in a Tough Market and Grow Your Business Year after Year at the Same Time 227 SALIENT FACT NUMBER ONE: THE BUYING AND SELLING OF REAL ESTATE IS PRIMARILY DRIVEN BY LIFE EVENTS 228 SALIENT FACT NUMBER TWO: REAL ESTATE AGENTS SHOULD POSITION THEMSELVES AS KNOWLEDGEABLE AND TRUSTWORTHY ADVISORS 229 Bibliography 239 About the Author 243 Index 245 Exclusive Free Video Training Offer 255

The most effective sales strategies for tough economic times

Today's selling environment is tough, and only getting tougher. The old tactics are no longer working, and the current economy is only making selling more difficult. You need sales tactics and strategies that work now and fast . . . even when no one wants to buy-and tactics and strategies that will work even better when they do want to buy.

How to Sell When Nobody's Buying is a practical, effective guide to selling even in the toughest of times. This book is packed with new information about creating sales opportunities. Most sales strategies taught today are based on outdated information from ten, twenty, even thirty years ago and they simply don't work today. You'll find the tools and information you need to gain confidence, create powerful alliances, profitable social networks, and drive your profits to unprecedented highs. Whether you sell business-to-business or direct to the consumer, whether you sell real estate or retail, this is the sales guide for you.

• Features effective, simple strategies for selling in tough economic times



• Offers free or low-cost prospecting tools that bring in customers by the herd



• Includes case studies from top salespeople that reveal new ways to bring in customers



• From sales guru Dave Lakhani, author of Persuasion, Subliminal Persuasion, and The Power of an Hour

These days, you need all the help you can get to sell effectively. If you want to increase your sales and drive your business forward-no matter what the economy or your industry does-learn How toSell When Nobody's Buying.

The most effective sales strategies for tough economic times Today's selling environment is tough, and only getting tougher. The old tactics are no longer working, and the current economy is only making selling more difficult. You need sales tactics and strategies that work now and fast . . . even when no one wants to buy-and tactics and strategies that will work even better when they do want to buy. How to Sell When Nobody's Buying is a practical, effective guide to selling even in the toughest of times. This book is packed with new information about creating sales opportunities. Most sales strategies taught today are based on outdated information from ten, twenty, even thirty years ago and they simply don't work today. You'll find the tools and information you need to gain confidence, create powerful alliances, profitable social networks, and drive your profits to unprecedented highs. Whether you sell business-to-business or direct to the consumer, whether you sell real estate or retail, this is the sales guide for you. These days, you need all the help you can get to sell effectively. If you want to increase your sales and drive your business forward-no matter what the economy or your industry does-learn How to Sell When Nobody's Buying . Quick state: how to sell more right now Get real and get focused Get visible: you have to be seen to sell Get connected: how to find buyers who are ready to buy now Get digital and get off the road: sell to buyers at their desks from yours Get creative: open new doors in new ways Get persuasive: understand buyer psychology to see more now Get paid: getting more out of every sale Get leverage: the art of mass influence Get them selling: in economic slumps, good sales managers earn their pay Final thoughts. The pressure to sell has never been higher. As the economy, your industry, and the markets change, does that really mean that people aren't buying anymore? The rules have changed, and only those most adaptable to change will survive.