A guide to forming lasting customer
relationships as well as earning the income
you always dreamed of.
By: David J. Long
“My career as a leader completely depends upon
my constant thought of others and how I can meet
their needs so they will stretch and grow in order
to realize their maximum potential.”
-David J. Long
David J. Long
Salesperson of the Year at one of the countries number one volume
Sales Trainer for one of Forbes Fortune One-Hundred companies.
Credited with leading one of the countries Fortune One-Hundred
companies to the most improved dealer in the United States.
Five-time winner of the Cadillac Master Dealer Award.
Most improved sales, profit, and customer satisfaction dealer in all
of AutoNation in 2000 and again in 2002.
1 of 20 General Managers selected for the General Manager
Success Profile Program.
Three time Mark of Excellence Award winner.
Presidents Award winner.
Recognized amongst the top three in the country in the Standards
For Excellence Program.
Number one Customer Satisfaction Index dealership in sales and
service for Cadillac Motor Division in 2001.
AutoNation’s most improved retailer in 1999
Advanced from sixty-third to fourth place in Pontiac sales in the
Southeast in one year.
Table Of Contents
About The Author…………………...1
Essence Of Innovation………………5
“This book will not only take the experienced
sales or managerial person to the next level, it is
also vital to the new salesperson coming in to
learn truly the right way to sell in today’s
automobile business. David is a true pioneer
and I highly recommend his book to every
person at every level in the industry.”
*Past President of Ferdinand’s Auto Sales Inc.
*Owner of 2 dealerships
“It is my sincere intent that every sales
professional that is introduced to this book will
benefit fundamentally and financially in their
sales career. My experience in every level of the
car business, from detailer to owner, has shown
me that there are some basic skills that when
mastered, will lead to a highly profitable career.
Selling is a science that is learned, not inherited.
By learning the steps in this process, you will
revolutionize an industry that has typically
been viewed with negativity. You can sell
honestly, with integrity, and make money
-David J. Long
Essence Of Innovation
“Everything that can be invented already has been.”
This statement was released in 1899 by the United
States Patent Office. If these “experts” ran the world,
we would still be sitting in the dark. It is our
responsibility to shatter outdated thinking and explore
the realm of the untested; it is here that breakthrough
opportunities are waiting to be discovered.
Every successful person I have ever met fully understands
that in order to do anything exceptional, first you must
master the basics. If you have not yet accomplished all you
had hoped, here is “HOW” you can.
HONEST- be rigorously honest with yourself about your current
OPEN-MINDED- be open minded enough to consider new ideas
WILLING- be willing to work at your own pace to improve
yourself daily. Concentrate on what needs to be changed in you as
opposed to how everything else needs to change.
What you are about to read will revolutionize the
automobile industry. It is an in-depth look at how top-
performing dealerships maintain high sales volumes while
maximizing profits. At the same time, it is a customer-
oriented process. It keeps the customer’s wants and needs as
a top priority.
To succeed in the current sales industry, it is imperative that
salespeople and sales managers are willing to provide as
much information as possible. Today’s new age buyer
requires a new age sales professional.
This guide will take you step-by-step from the initial
handshake, to following up with the buyer a year after they
purchase, all with an honest, straightforward approach. In
addition, this guide includes responses to some of the
toughest objections a customer might have.
No matter what your circumstances are, whether you are a
seasoned professional, or a salesperson on their first day,
there is no doubt you can learn and grow by mastering the
skills found in this book.
For Sales Managers
Would YOU buy from YOU?
1.) Know your sales associate’s strengths and
a. By tracking Demo %, T.O.%, closing %,
be-back numbers, and gross for every sales associate,
you greatly increase your chances of being an effective
2.) Traffic Control
a. Lot and showroom coverage are a couple of the most
important aspects of sales management.
3.) Early Manager Introduction (E.M.I.)
a. Every customer should be greeted by a manager
within the first five to ten minutes of arrival:
i. “ Welcome to (Dealership Name). My
name is __________ and I am the sales manager. Your
name is ________?
ii. Write the name down or be sure to
remember it and use it often.
iii. “You’re in great hands with (Sales
iv. Build brief rapport. “ Where are you
from? How long in the area? Etc…”
v. “Here is what you can expect from us today:
once (Sales associate’s name) helps you select the right
vehicle, we will provide you with a price on our
vehicle, a value on yours, along with estimates on
down payments, monthly payments, and even interest
rates. Fair enough?”
vi. “Oh, and as I prepare this information for
you, what is most important for you to accomplish
*If the customer says anything about “Just wanting to
get financed” go straight to the customer statement.
b. The main reason for early involvement is so that the
customer realizes how important they are to us and
that we are extremely interested in making their overall
COMPLETELY SATISFIED IS OUR GOAL
c. Even though this early involvement will be brief, the
benefits will be tremendous:
i. If the associate is not able to get a
commitment, your friendly, familiar face, in most cases,
can commit them.
ii. Closing the deal, or getting the bump will be
much, much easier when you’ve already had some type
of genuine connection.
iii. doing information overload will be more
iv. If you need to range them, it’s believable.
v. If you have a C.S.I. issue, resolving it is
MUCH easier than with someone you’ve never met.
a. Pay close attention to the associate and
customer’s body language:
i. Don’t ignore the elephant in the room!
When you notice indifference, pop in and redirect.
ii. Getting involved too early is always better
than too late.
iii. This is another area where knowing your
associates strengths and weaknesses will help.
iv. It’s also important to pay attention to your
associate’s emotional state. If they are not on top of
their game, you will need to be more involved.
5.) Take the temperature
a. After the demo drive and feature benefit
presentation, if the associate is on track, the
customer will be seated.
i. This is the perfect time to stick your head in
and make sure all the customer’s needs are being met.
ii. Ask some closing question’s to make sure the
deal is on track.
“How did you like the way the
car drove?” (confirm the test
“ Is there anything you would
add or delete from the vehicle if
you could?” (their response will
let you know if you have
selected the right vehicle.)
6.) Setting up the deal
a. Having the right frame of mind is vitally
i. Physical and emotional availability is
ii. Be sure the last deal or two hasn’t fouled
up your head.
b. Don’t let the salesperson convince you that
they know the customers intentions. You
never know what kind of day they are
having, or if his/her head is in the game.
c. How often have we believed the
salesperson when they told us “…We’ve got
nothing here…” In many cases, a poor meet
and greet, no demo drive, along with little or
no enthusiasm, is what the customer
experienced. If we shuffle out, card in hand,
and thank them for coming in, what have we
accomplished? Not much! Inject enthusiasm
and redirect the visit.
7.) Taking the Turn Over
a. Taking the T.O. is not to thank the
customer for coming in. (E.M.I. did that)
b. Having the customer Turned Over is to
establish why they are not able to make a buying
decision today. Then, overcoming all of the
customer’s objections is our goal.
c. Use the objection staircase:
i. Take the objection and ask, “Obviously you
have a reason for saying that, do you mind if I ask what
ii. Isolate the objection and ask, “Other than
______, is there anything else?”
*If you are able to have the customer
agree to do business now, go to Step 10 in
*With a non-committed customer,
perform information overload.
8.) Information overload
The point of information overload is to turn a shopper
into a buyer, not to prepare them to shop.
a. Obtain the invoice and a vehicle incentive
sheet from the desk. (new car)
b. Review the invoice with the customer.
Explain what the holdback is and show them our
actual cost. (new car)
c. Show them all of the available incentives on the
vehicle they’re interested in.
*Once you have thoroughly reviewed all the
information with the customer, take a “halftime.”
Halftime Word track:
1.) “Is there any other information you would
like to have before we wrap this up?”
(Wait for the customer to respond)
2.) “Now that you have all the information you
need to make a well-informed decision, do you think
you can accelerate your decision and move forward?”
*If you cannot get a commitment, be sure to give
them an exit package every time.
9.) Exit package
a. An exit package will include:
i.) A copy of the actual invoice (new car)
ii.) A price guarantee
iii.) A range on the trade
*This is a last attempt/ worst-case scenario.
*These items will make it so that the customer
HAS to come back.
(Think about it. The customer has received
MORE information and courtesy than they will
receive anywhere else.)
10.) Starting the deal
A deal should only be started when ALL the steps are
completed. If anything is unfinished, we have to send
the associate back.
Also, you MUST have a firm
a. If you know your associates well, it will be
easy to tell if they have a sincere commitment.
b. If you are not 100% sure about the
commitment, go in and firm it up.
11.) Penciling the deal
a. Prepare a worksheet to start the deal.
b. We need to quickly role-play with the
associate before they go back to the customer.
i. It’s not always what they say, but how
they say it. It’s your job to fire them up!
ii. Make sure they appear to be confident.
If they cannot say it to you, they will never be able to
pull it off with a customer.
12.) Maintaining Profit
a. Obviously, some associates will be better at
maintaining profit than others. Remember however, it
is the job of the desk to hold gross.
13.) Second pencil
a. It is imperative that you make sure your associate
b. Some customers will allow five or six pencils,
some will only stand for one.
c. It is important to pay close attention to the
interaction between the associate and the
customer whenever possible.
14.) Final Turn Over (T.O.)
a. After negotiating with the associate, the
customer may be starting to get worn out, or
b. The first word track you use will most
often make or break the deal.
*Suggestion: “Mr. and Mrs. ____ , thank
you for being so patient. I really believe if you
allow me to, I can help things move along very
1. It is important that they know you are a decision
maker, and be sure to give them hope for gain.
2. Have the associate stay with you and the customer
when negotiating. It would be best if they do not speak
unless you ask them a question.
3. Negotiate with confidence!
a. After you have received an offer from the
customer, be sure to receive a partial payment and
authorization. (Customer signs the offer)
If no deal is made, be sure not to let the customer leave
without an exit package.
For Sales Associates
“Information based selling is really what works best.
Stop withholding information. Lets change the industry
one deal at a time!”
David J. Long
1.) Know Your Own Strengths and
a. Track your guests taken, appointments set,
appointments shown, demo drives, write-up situations,
and sales. This will help you know your strong and
weak areas. Then practice on your weaknesses, and
continue to work on developing your strengths.
2.) Meet and Greet
a. “Good morning/afternoon! Welcome
to (Name of Dealership). My name is _______,
and you are?”
b. “Are you here to see anyone in
c. “Good! What great things are
happening in your life today?”
d. Use the 5 minutes inside will save 30 minutes
outside word track:
“If you will give me five minutes inside, I’m
sure we can save at least thirty minutes
outside by narrowing down our selection.”
3.) Build Rapport
a. Once inside, spend some time talking
about anything but cars.
1.) Suggestions include; family, location,
weather, or occupation.
4.) Needs Analysis/ E.M.I.
a. Ask high quality questions. Each question
has reasoning behind it.
b. First, get their name, address and the two
best phone numbers to reach them at.
c. Then, ask questions to better diagnose the
Remember: Even though a customer may tell you… “ I
just want that car over there.”… A doctor doesn’t just
come into the office and ask you what medicine you need.
He asks questions and identifies what your needs are.
d. Examples of questions to ask:
1.) What brought you in today? (Price in paper?
Used car ad? Internet price?)
2.) Vehicle of interest? (What they think
3.) Must have options? (Things they really
4.) Buying Motivators? (Safety,
Comfort/Convenience, Performance, Styling, Size,
(These are the hot buttons you will use
5.) Colors: Light or Dark? (Don’t limit
yourself to one or two colors)
6.) Current vehicle/miles?
7.) Are they trading it in? (You want to know this
before you work a deal)
9.) What current vehicle is used for? (5
miles to work, or hauling heavy equipment)
10.) Are you currently making payments?
No matter what they say their payment is,
you say: “ How’d you get them so low?”
They might say something like, “ You
think that’s low?”
“Well, I’ve seen people come in paying a lot
more money for a lot less car.”
11.) Who are you making those payments
12.) When is your next payment due?
13.) What would you like to accomplish today?
e. Sales manager then performs E.M.I.
(Early Manager Introduction). Salesperson
introduces manager and creates a buying
5.) Select the Right Vehicle
a. Select a vehicle that best suits the
customers wants and needs. If you are unsure,
consult your manager before selecting a vehicle.
* Two heads are better than one! A view from outside the
situation may provide the best solution.
*When you leave to select the vehicle, tell the
customer exactly where you are going and an
estimate of when you will be back.
* Now go out to the lot and pull up the
a. With the climate control running, park the
car with the passenger side to the dealership.
Try to park in a shaded area or close to an
b. Go in and get the customer. Always say,“ I
have something exciting to show you, follow me!”
6.) Tour Dealership
a. While walking out, sell the dealership by
success stories of the sales, service and
1.) Examples: Presidents Award
Winner, Award Winning Sales
Department, Award Winning
Service Department, CSI Awards,
b. Introduce to other employees that you
pass, or at least say hello as your passing by
other associates or customers.
c. Use key materials that set you and your
brand apart from the rest of the competition.
1.) Number of stores you have.
2.) Number of years in business.
3.) Family/Publicly owned.
4.) Anything you feel proud about
that would ultimately benefit the
7.) First Trial Close
1. When you arrive at the selection, ask “
Visually, is this everything you were hoping your next car
a. With a “yes” move to the next step.
b. With a no/maybe, ask, “Obviously,
you have a reason for saying that, do you
mind if I ask you what that is?” Overcome
the objection and move forward or select
a new car.
8.) Vehicle Tailored Presentation
a. Describe the features, benefits, and real
benefits to the customer.
1.) Feature: Anti-Lock Brakes
2.) Benefit: Allows better handling during
emergency braking situations by allowing the
driver to slam on the brake pedal and have the car
automatically pulsate the brakes. This keeps the
car from losing control by skidding.
3.) Real Benefit (story): Imagine you are
driving in a rainstorm, suddenly a deer
runs out in front of you and you have to
slam on the brakes. Wouldn’t it be nice to
know you won’t have to worry about
pumping the brakes, because the car will
do that for you. Also, you will not lose the
ability to steer the vehicle away from
hitting the deer!
b. Be sure to specifically address the
customer’s wants and needs. If the customer is
mainly concerned with performance, you don’t
need to spend as much time talking about
comfort. The customer is only listening to what
they want to hear.
c. Remember though, to generally discuss
many of the other features the car has. Don’t
limit yourself to just the hot buttons.
d. Be sure to have the customer involved in
the presentation by asking them questions, such
as: “Can you see the value in that?”
9.) Demo Drive/ Trial Close
a. End the presentation with the customers
inside the car. You should be in the drivers seat.
The primary driver sits in the back seat and the
non-primary driver in the front passenger seat.
Explain the interior features, benefits, and real
benefits. Then, drive off the lot.
b. Switch drivers at the first designated
stop (off the lot). The non-primary
driver should drive first and the
primary driver should be in the
passenger seat. Adjust the seat and
mirrors to ensure that he/she is
c.It is imperative that the non-primary
driver drives the vehicle. This is so that
it cannot be used against you in a
2.) Example: The wife drives the car, but when it comes
the close, the wife asks the husband, “What do you
think?” He then says: “I don’t know, I never drove the
d. Have the driver pull over (halfway) in a safe
area. Direct everyone out of the car. Stand back about
15 feet from the vehicle. This is when you will want to
ask three important questions to make sure you’re on
the right track.
1.) “Who is the first person you will show your
new car to?”
2.) “What number (make/model) will this be?”
3.) “ Mr./Mrs. ____, where is the first place
you’ll take your new car?”
e. Before having the primary driver drive
the car, ask, “At this point, is this car still
everything you were hoping your next car
would be?” This takes the temperature of
the customer, and once again, let’s you
know if you’re on the right track.
f. Once back to the dealership, have the
primary driver pull the car into the “Sold
Row.” Step back, look at the car and ask:
”Mr./Mrs. ____, have I done a fairly good job
helping you select the car that you would like
to move forward on?”
g. With a “no/maybe” say, “ Obviously, you
have a reason for saying that. Would you mind if
I ask what that is?” Uncover the true objection
by saying, “Other than ____, is there anything
else that would prevent you from moving
forward?” Keep saying “Other than _____…”
until every objection is out of the way. Once all
objections are out of the way, actively listen to
confirm that you are aware of all their concerns.
Then discuss them, one at a time, until all
concerns are addressed or you have switched
vehicles. If you have to switch vehicles, repeat
Vehicle Tailored Presentation, Demo Drive, and
h. With a “Yes,” say, “So, that we don’t
get too far ahead of ourselves, or I don’t
assume anything, are you comfortable moving
forward when all the terms meet or exceed
*This will confirm your commitment.
10.) Silent Appraisal
a. Do a silent appraisal. Get the year,
make, model, etc. (Ask the guest for
their registration.) Ask, “Would you
mind if I take a closer look at the vehicle
you are replacing?” Touch all the dents,
dings, scratches, etc. Try not to speak!
b. When the silent appraisal is
complete, be sure that no matter what,
to compliment the customer on their
1.) “ It appears to me that you have
taken really good care of your car.”
* Or if the car is really banged up:
“To me, it appears you made a
very good decision when
making your last purchase.”
c. When finished, ask, “ Mr./Mrs. ____,
would you like something to drink while
we go in and wrap up the details?”
11.) Introduction To Service
a. Introduce the customer to a service
manager or service advisor. If the service
department is closed, make the customer
familiar with the location and give them a
service advisor’s business card.
12.) Check Availability
a. You want to create a sense of urgency
when coming into work the deal. First say
“Since this is obviously the vehicle you would like
to take with you today, let me take a minute to
make sure that it is still available.” Then tell a
story about why we do this.
Example: “Just last week there were two
sets of customers trying to buy the same
car, one went home happy and the other
went home disappointed. I don’t want
that to happen to us.”
b. Fill out a worksheet and appraisal form
and take it to the desk.
13.) Work The Deal
a. The desk should start your deal with a
range on what we have been paying for
trades like theirs. The reason we do it this
way is to not lose any credibility if the
customer has an unreasonable expectation on
the value of their trade. (We refer to this as a
“hit figure” or a “starting point”.)
a. Go back to the customer and with
excitement, say: “Great news! At this point,
your car is still available.” Then say something
to relax them.
“I pride myself on being a low-pressure
salesperson. If for any reason you are not
completely satisfied with the terms, will you
simply tell me no?”
b. Negotiate with the customer until you
receive an offer. Have the buyer authorize
the offer and ask for a partial payment.
(check, cash, etc…) This will ensure that an
emotional purchase has been made.
c. Take the authorized offer, trade keys,
appraisal sheet, and the partial payment to
the desk. Sit back down with the customer
and build rapport while the trade is being
appraised. When the manager is finished, go
back to the desk.
d. After leaving the desk with your new
selling price, what you will say will depend
on the type of customer you have:
1.) Payment Buyer
2.) Trade Buyer
3.) Difference Buyer
4.) Out The Door Buyer
Proceed with very steady, confident Negotiations
e. With every drop in price, resell value!
Refer to the equipment that appeals most to
the customer. List one item at a time during
f. Come to an agreement on numbers or
terms, and have the customer authorize the
new offer. Let the customer know you are
going to work hard for them.
1.) Before going to the desk with their offer, ask the
customer to please be a little flexible. This lets the
customer know that they may need to pay more or
receive less for their trade.
i. After the sale is closed, complete
your paperwork and get it to F&I.
14.) Introduction To F&I
a. Set a specific time expectation. Slow
the customer down so that F&I can
effectively interview the customer and
present the menu.
a. Review the sales CSI survey. Make
sure the customer knows how vitally
important it is to you and your career.
b. Set their first service appointment.
c. Review the Owners Portfolio.
(owner’s manual, service schedule,
warranty information, etc.)
d. Review the delivery checklist with
the customer. Explain all of the
features and options the car has.
e. Offer an orientation drive to
familiarize them more with the
Follow Up (Sold Customer)
a. Same day – to thank them for
b. Next day – any questions on
c. Three day – C.S.I. survey
d. One week – making sure car is great
e. Two week – referrals/ C.S.I Survey
f. One month – checking in/ confirm
g. Three month - checking in/ confirm
h. Six month - checking in/ confirm
i. Nine month - checking in/ confirm
j. One Year – Anniversary!
Be sure to keep in contact with your
customers. Send holiday cards, birthday
cards, etc… Also, call once every three
months to ask for referrals and check on
them and their car.
It is also a good idea to keep notes on every
follow up call so you are able to
remember your last contact and what was
Follow Up (Shopper)
a. Same day – to make sure they made it
home safely and see if they have any
questions you can answer. (Ask for the next
b. Next day – to thank them for coming in
the day before and make sure you didn’t
miss anything. (Give them a reason to set an
c. Three day – to see if they have any
questions or concerns. Bring up something
personal you found out about them. (
“How’s Oscar, your cat?”) This creates a
more personal relationship. (Ask for the next
d. One week – It’s been a whole week since
our first meeting. Are there any automotive
needs I can help you with? (Ask for the next
e. Two week – This follow up should happen as
often as needed. Each call should have a
specific purpose; such as another car to look
at, new programs, or something that will
benefit the customer. It’s not so much what
you say, but how you say it. Transferred
enthusiasm will equal more sales and more
profit per sale.
Word Tracks For Commonly Heard
“I’m Just Looking”
“Great sir/ma’am, that’s where it all starts. I agree with you. It’s
wise to shop. If you would allow me to, I would like an
opportunity to give you all the information you need to make a
well-informed decision. Fair enough? Come with me!“
“What Is Your Best Price?”
1.)” Great sir, giving you a price is the easiest part of my job. Not
only would I like to give you a price on our car, but give you a
price on your car along with estimates on monthly payments,
down payment, and interest rate. Fair enough? Come with me!”
2.) (tough customer)” Sir, is there anything I can do to get you to
pay more for this car than it’s worth to you? (NO) I certainly didn’t
think so. So since you’re in charge of price, why don’t we find a car
that best suits your needs. Fair enough? Come with me!”
I Want To Think About It
“Obviously, you have a reason for saying that you need to think
about it, do you mind if I ask what that is? It’s been my experience
that it’s usually one of two things that someone would need to
think about. Would you say that it’s the vehicle or the price? “
“Obviously you have a reason for saying “No/Maybe” do you
mind if I ask what that is?” (Listen to their concern and say)
“Other than (the concern) is there anything else?” (Keep saying
“other than” until every concern is uncovered.)
Alternate Response for “No/Maybe”
“I’m not saying I can but if anyone can get that done for you it
would be me. I will work for you!”
,Price Objection (“18,999, is that the best you can
“Well, I’m not saying that’s the best we can do, but I will tell you
this, we would never miss your business over profit.” (Or use best
the best price word track)
“No problem sir/ma’am. Please allow me to get you ALL the
information you need so that when you have more time you will
consider me.” (After 8 minutes, be sure to acknowledge, “We only
have two minutes left.”
Price From Another Dealer
“Whoa! Please keep that information to yourself. It wouldn’t be
fair to you and certainly wouldn’t be fair to me. I believe once you
have the opportunity to review our details, you will find that your
expectations will be exceeded. Fair enough, come with me!”
I’m Not Buying Today
“I understand. What I would like to do for you today is give you
all the information you need to make a well-informed decision so
when you are ready, you will consider me. Fair enough, come with
Key Words And Phrases
Certainly! No problem! My pleasure! Be happy to!
“There is no substitute for hard work.”
“You don’t have to be great to start, but you have to
start to be great.”
“No matter what business you’re in, you can’t run in
place or someone will pass you by. It doesn’t matter
how many times you’ve won.”
“My motto was always to keep swinging. Whether I
was in a slump or feeling badly or having trouble off
the field, the only thing to do was keep swinging.”
“Things may come to those who wait, but only things
left by those who hustle.”
“It is not up to anyone else to make me give my best.”
“To respond is positive, to react is negative”
Ability is important in our quest for success, but
dependability is critical.
“Question, Assess, Diagnose, and Prescribe.”
“It is easy to get to the top after you get through the crowd
at the bottom”
“People don’t care how much you know until they know
how much you care.”
“The more involved clients are, the more loyal they
“A customer has options, for success, you must be
“Focus on deepening relationships with existing clients
instead of wasting time chasing cold prospects.”
“Building a solid relationship requires focus on your client’s
needs, not yours.”
“A customer buys you first, then your product.”
“I’ve been in the car business for 30 years and I have never seen
another process like this. It works, I wish I had Successful Selling
Strategies available to me years ago.”
Frank Vitale, NY
30 years experience
“I had been selling cars for about a year, and struggling. Then I
stumbled into Successful Selling Strategies. Since then I’ve tripled
my income and I love to sell cars!”
Bob Curley, CT
2 years experience
“I was a receptionist at my dealership when I got a copy of
Successful Selling Strategies. From there I knew I had to sell cars. It
makes it so easy to get started.”
Monica Beasly, FL
3 months experience
“I’ve held every position available at a dealership. I can tell you
this; I wish I would have had Successful Selling Strategies
available to me. With the gross that this process generates, I
could’ve retired a long time ago.”
Karl Blonkenfield, GA
20 years experience
Final Thoughts On Successful
Concentrate on the activities of prospecting, presenting, and
following up, the sales will take care of themselves.
Make a habit of dominating the listening and let the customer do
Approach each customer with the idea of helping him/her solve a
problem or achieve a goal, not just selling a product or service.
Integrity is the foundation upon which all values are built.
Confidence on the outside begins with integrity on the inside.
You keep customers by delivering on your promises, fulfilling
your commitments and continually investing in the quality of your
It’s not what happens to you that determines how far you will go
in life; it is how you handle what happens to you.