The Sales Guiding PrinciplesBased on The Sales Bible Bookby Jeffrey Gitomer

1. The Sales Guiding Principles
Based on The Sales Bible Book
by Jeffrey Gitomer
1
Prepared by : Ahmed Ghoniem

2. Ahmed Ghoniem 2
Ahmed Ghoniem
Business Consultant | Entrepreneur
(+2) 0111863 4115
ahmedghoniem@ymail.com
LinkedIn: http://www.linkedin.com/in/ahmedghoniem/
YouTube: https://www.youtube.com/user/ahmed0ghoniem/videos/

3. 3

4. What is the biggest difference
between Marketing & Sales
today and 10 years ago?
4
Three things have changed marketing (and buying) forever :
1- THE INTERNET,
2- SMARTPHONES, and
3- SOCIAL MEDIA.

5. Quiz
5
What are the 10 things that
can be marketed (selled)?

6. 6
What are the 10 things that can be marketed?
1- Product
2- Service
3- Event
4- City /
Country
5- Person
6- Enterprise
7- Science
8- Research
9- Property
10- Idea

7. Some photos about how to show
an Idea!
7

8. 8

9. 9

10. 10

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12. 12

13. 13

14. 14

15. 15

16. 16

17. 17

18. 18

19. 19

20. 20

21. Content
21
• Purchase Decision
Process
• Sales Rules
• Hot Buttons
• WOW Factor
• Questioning
• Establishing Buyer
Confidence
• Objections
• Closing

22. Ahmed Ghoniem 22
Purchase Decision Process

23. Ahmed Ghoniem 23
Purchase Decision Process

24. Business Buying Process
1. Problem recognition
2. Need description
3. Product spec.
4. Supplier search
5. Suppliers invited to submit proposals
6. Technical & financial comparison
7. Negotiation & selection
8. Purchase Order (PO)
9. Delivery & inspection
10. Approval
11. Payment
Ahmed Ghoniem 24

25. Competitive advantages
A- Internal
- Product
- Services
- Personnel
- Image
Ahmed Ghoniem 25
B- External
-Supplier
-Distribution
-Customer

26. Why is a salesperson the most important
person in the world of business?
Nothing happens until someone
sells something.
A sale is always made !
Either you sell the customer on YES,
or he sells you on NO. 26

27. The Marketing Process
Understanding the Marketplace
Ahmed Ghoniem 27
1- Customer Needs, Wants and Demands
• Needs: are the basic human requirements: as food, air, water.. etc.
Ex: want to eat.
• Wants: when they are directed to specific objects that might satisfy the need
Ex: want to eat Burger.
• Demands: are wants for specific products backed by an ability to pay.
Ex: want to eat Big Mac

28. Ahmed Ghoniem 28

29. Ahmed Ghoniem 29
(Maslow law)

30. Ahmed Ghoniem 30

31. The Sales Rules
31

32. The 5 Sales Rules
1. Say it in terms of what the
customer wants, needs, and
understands … Not in terms of
what you’ve got to offer.
(Maslow law)
2. Gather personal information.
(Barito rule)
3. Build friendships, a relationship
shield that no competitor can
pierce.
4. Establish common ground …
Zodiac Signs, Kids, etc.
5. Have fun and be funny … If you
can make your prospects laugh,
you can make them buy.
Never get caught selling …
Don’t sound like a salesperson.
32

33. 24 Rules for Sales Success, pt 1
1. Establish a positive attitude – believe in
yourself.
2. Set & achieve short- and long-term
goals. SMART & CLEAR Goals
3. Learn & execute the fundamentals of
sales.
4. Understand customer & his needs – sell
to help. Be Consultant
5. Establish long-term relationships.
6. Believe in your product.
7. Qualify the buyer. ASK QUESTIONS
8. Look professional.
9. Establish bond to gain buyer TRUST.
10. Use humor.
11. Master total knowledge of your
product
12. Sell benefits, not features – in
customer’s terms. 33

34. 13. Tell the truth, keep promises.
14. Don’t down the competition.
15. Use testimonials.
16. Listen for buying signals.
17. Anticipate objections – rehearse answers.
18. Get down to real objection, answer it.
19. ASK FOR THE SALE.
20. After asking a closing question, SHUT
UP.
21. Follow up, follow up, follow up.
22. Redefine rejection.
23. Harness the power of persistence.
24. Find success formula through numbers.
Rules for Sales Success, pt 2
34

35. Sales Success Formula: AHA!
A: Attitude
H: Humor
A: Action
• Attitude – positive
attitude is a daily
commitment
• Humor – makes
others look
forward to talking
to you
• Action – or
nothing happens 35

36. 36

37. Persistence Attitude
• If you believe in your product, and in
yourself, then you march to success.
• Only you can stop you.
37

38. Reasons for Attitude Failure

39. Results!
• 0-2 YES answers –
You have a positive
attitude
• 3-6 YES answers –
You have a negative
attitude
• 7 or more YES
answers – You have a
problem attitude.
Serious problem
39

40. Are you born to sell?
No, you learn to earn!
Traits of GREAT salespeople!
• Personal Inventory Test (Answer Y/N) 21 Questions
1. I have set my goals in writing
2. I have good self-discipline
3. I am self-motivated
4. I want to be more knowledgeable
5. I want to build relationships
6. I am self-confident
7. I like myself
8. I love people
9. I love a challenge
10. I love to win
11. I can accept rejection with positive attitude 40

41. Are you born to sell?
No, you learn to earn! pt 2
12. I can handle the details
13. I am loyal
14. I am enthusiastic
15. I am observant
16. I am a good listener
17. I am insightful
18. I am skillful communicator
19. I am a hard worker
20. I want to be financially secure
21. I am persistent
41

42. Results:
• 15+ = Great,
• 10 to 14 =
Middle
Ground,
• Less than 10
= RUN!!
42

43. “That guy’s a born salesman.”
– BULLSHIT! That is one of the
biggest mistakes in sales.
– Selling is a science. An
acquired skill.
– The salesperson you thought
was born to sell, developed the
traits and characteristics to do
so, then went about learning
and applying the science of
selling.
43

44. Personal Inventory - ATTITUDE
1. I’ve set my goals in writing. SMART/ CLEAR
2. I have good self-discipline.
3. I am self-motivated.
4. I want to be more knowledgeable.
5. I want to build relationships.
6. I am self-confident.
7. I like myself.
8. I love people.
9. I love a challenge, and I love to win.
10. I can accept rejection with a positive attitude.
11. I can handle the details.
12. I am loyal.
13. I am enthusiastic.
14. I am observant and perceptive.
15. I am a good listener.
16. I am a skillful communicator.
17. I am a hard worker.
18. I want to be financially secure.
19. I am persistent. 44

45. 45

46. 46
CLEAR
Goals

47. 47
Time Management Matrix

48. If you can make them laugh, you can
make them buy.
Humor is one of the most important
communication strengths needed to
master in the selling process
• Use jokes to warm up the presentation
• Don’t make jokes at others expense
• Use yourself as an example
• Some people won’t get it
• Listen before you give the joke
• If you use a joke they have heard
before, it is a NEGATIVE response to
make them hear it again
• More…
48

49. How the Customer Wants to be Treated
• Just give me the facts – no long Spiel / Lecture.
• Tell me the truth; don’t use the word ‘honestly’.
• Give me a good reason why this product is
perfect for me.
• Show me proof – stats, testimonials, etc.
• Tell me about someone in a similar situation as
me.
• Tell me and show me the price is fair.
• Show me the best way to pay.
• Reinforce my choice, make me feel confident.
49

50. How the Customer Wants to be Treated
• Don’t argue with me, even if I’m wrong.
• Don’t confuse me. The more complicated, the less likely I
am to buy.
• Don’t tell me negative things about anything.
• Don’t talk down to me.
• Listen to me when I talk.
• Make me feel special and make me laugh.
• Take an interest in what I do, be sincere.
• Don’t use time-trick sales techniques. Be a friend.
Take a few minutes to think. Do you incorporate these 16
rules into your sales presentation?
50

51. HOT BUTTONS
51

52. The Inexpressible Hot Button
• Ask questions about status
and situation.
• Ask questions about
personal interests
• Ask goal-related questions
52

53. Listening for the Hot Button
• Listen to the 1st thing said or introduced to
– it’s foremost in his mind.
• Listen for the tone of 1st responses – shows
urgency or importance.
• Listen for immediate, forceful responses.
Mindless reactions are hot subjects.
• Listen for a long, drawn-out explanation
or story – if told in detail, it’s hot.
• Listen to repeated statements – repetition
indicates it’s at the front of the mind.
Look for emotional responses.
53

54. Listening Lessons
• 2 biggest disablements to listening are:
– You have an opinion before you begin listening
– You have made up your mind before you begin listening, or before you
hear the full story
• 2 important rules of listening, in this order:
– First, listen with the intent to understand.
– Second, listen with the intent to respond.
• Think about the way you listen right now:
– Are you doing something else when someone is speaking?
– Do you have your mind on something else when someone is speaking?
– So you fake listening so you can get in your comments?
– Are you waiting for a pause to get in your response, because you
already know the answer?
• At some point you stop listening. When does that occur?
– After you have formulated your response
– After you have been turned off by the speaker
– When you decide to interrupt someone to say something
– When the person speaking isn’t saying anything you want to hear
54

55. Guidelines for Effective Listening
• Don’t interrupt.
• Ask questions. Concentrate on answers, not thoughts.
• Listen without prejudging.
• Use eye contact and listening noises.
• Don’t jump to the answer before you hear the ENTIRE situation.
• Listen for purpose, details, and conclusions.
• Active listening involves interpreting. Interpret quietly or take
notes.
• Listen also to what is not said. Implied is often more important
than spoken. HINT: tone.
• Think between sentences and during quiet times.
• Digest what is said (and not said) before engaging your mouth.
• Ask questions to be sure you understood what was said or meant.
• Ask questions to be sure the speaker said all he or she wanted to
say.
• Demonstrate you’re listening by taking action.
55

56. Push the Hot Button
• Ask questions about importance or
significance – How will that impact
you?
• When asking about areas you think
are hot, take notes on what has
generated heat.
• Use an intelligent way to offer
solutions for the hot button.
• Don’t be afraid to bring up the hot
button throughout the presentation.
• Use “If I (offer solution) …, would
you (commit / buy) … ?” – hit the
hot button with solution.
56

57. Hot Button Caution
• The hot button is sometimes a
very sensitive issue.
• The hot button is intangible,
as a bridge to the sale
• the hot button is a prize you
can win if you listen with
care.
• The hot button is an elevator –
it goes all the way to the top
floor (the sale) only if you
push the button.
57

58. People don’t like to be sold,
but they love to buy.
58

59. 59

60. Your best new prospects are your present
customers.
60

61. “If you can get the prospect to laugh,
you can get him to buy.”
• Humor is one of the most important communication
strengths needed to master in the selling process.
• Nothing builds connection faster than humor.
When you’re on sales calls and prospects tell you no, start
thanking them. Tell them that by saying no, they’re helping you
get one step closer to yes. Tell them how much you appreciate
it. Tell them it takes you five no’s to get one yes and you still
need three more no’s. Ask them if they know anyone else who
might not be interested, so that you can get the three more no’s
before someone says yes.
61

62. The WOW Factor
• The WOW factor is what separates you from everyone.
• If you don’t WOW ‘em, it’s likely you won’t sell ‘em.
62

63. 10 Components of WOW
1. Be totally persistent – “No” is a challenge.
2. Be totally knowledgeable about prospect.
3. Be totally prepared – presentation, tools, etc.
4. Separate Yourself / Be Memorable
5. Be totally professional – clothing, cards, etc.
6. Get to the point quickly – 5 minutes, then listen
7. Totally separate yourself from the competition
8. Be totally confident in speaking and acting
9. Don’t be afraid to use sales tactics – get approvals,
commitments, next steps.
10. Be WOW yourself – positive, polished, enthusiastic.
63

64. Questioning: The Most Important Skill
• The proper questions will make
the prospect tell you everything
you need to sell him or her.
• The most effective sales call is
25% questioning / talking and
75% listening.
• Questions are to sales as breath
is to life.
• Do you have 10 or 12 different
closing questions written down
to rehearse and use as the
occasion arises?
– (If not, make a list now)
64

65. Types / Styles of Good Sales Questions
• Require productive thinking that puts prospect
on the path toward your product
• Force the prospect to evaluate new information
/ concepts
• Make you seem more knowledgeable than
competitors (separate yourself)
• Make them share things they are proud of
• Provide a tie-down answer that move closer to
the close (don’t you, isn’t it, shouldn’t you)
• Relate directly to the prospect’s situation /
objectives.
• Draw information about how product will be
used / expectations.
• Create an atmosphere positive and helpful to
sale.
• CLOSE!
Ask questions that:
65

66. 3-Stage Question Set-Up
1. Make an inarguable actual
statement.
2. Make a personal observation that
reflects your experience and
establishes credibility.
3. Ask an open-ended question that
incorporates the 1st two stages.
Example: (1) You know, Mr. X, Most people rarely meet
the final stage of sleeping ‘cuz of their mattress.
(2) My experience has shown me that when there
is a lack of great mattress in the Egyptian market,
there is often poor staff. (Now, and only now, is it
time to drop the question): (3) How are you
ensuring that you can sleep very well at night?
66

67. Close a Sale in 5 Questions
• Identify the prospect’s real needs and
harmonize with his concerns.
Sequence Template:
1. How do you choose your products? - [Power
Question lead-in]
2. How do you define [feature]?
3. What makes [feature] important to you?
- Key here is to find out what is important and
why
4. If I [deliver on feature], would you [commit]?
5. When can we begin / when is your next
project?
- Key is to hold prospect down on date,
time, or quantity to start doing business.
Hold him down.
67

68. Power Question Lead-Ins
• What do you look for … ?
• What have you found … ?
• How do you propose … ?
• What has been your experience … ?
• How have you successfully used … ?
• How do you determine … ?
• Why is that a deciding factor … ?
• What makes you choose … ?
• What do you like about … ?
• What is one thing you would improve … ?
• What would you change about … ?
– NOT ‘What don’t you like about … ?’
• Are there other factors … ?
• What does your competitor do about … ?
• How do your customers react to … ?
Make list of 15 –
25 questions that
uncover needs.
Then make a list
of 15 – 25 more
questions that
create prospect
commitment.
68

69. Power Statements
• “Power statements make your product or
service outstanding, credible, understandable,
and buyable.”
• Power statements:
– Are non-traditional
– Use an energetic group of words
– Persuade and motivate to ACT
– Relates product in terms of benefits to prospect
– Give a reason to buy
– Are memorable opening lines
– Generate interest and get appointments
69

70. Personal Commercial Delivery Rules
1. Be brief and to the point: 30 – 60 sec.
2. Be remembered – stay in the prospect’s mind.
3. Be prepared – rehearsed, practiced and polished.
4. Have Power Questions and Statements ready.
5. Get needed info by probing first.
6. Show how you solve problems in customer’s terms.
7. Pin the prospect down to the next action.
8. Have fun and move on.
IMPORTANT: Don’t say any words that aren’t essential to
your commercial, or not in customer’s terms.
70

71. 30-second Personal Commercial
Elevator speech
71

72. On Prospect Visit
• Do they listen to your speech
with a friendly ear, or speech
you out on your rear?
• Are you a sales professional or
a professional teller?
• If you can’t open, you can’t
close.
72

73. Opening is as Important as Closing
• Your delivery, sincerity, and creativity set the
tone for the rest of the conversation.
• The faster you get to the point, the better.
“bit more pushy, but actually seems to work better”
73

74. The prospect visit is fun if you think it is
1. Be exceptionally well-prepared.
2. Don’t apologize for anything – never say “I’m
sorry to interrupt”
3. How you deliver your 1st line determines your
success.
4. Don’t pay attention to hesitancy or fear.
5. Not everyone comes is a sale. Be prepared for
rejection.
6. Learn from those who tell you no – find out
what caused them to not be interested.
7. Practice, practice, practice.
8. HAVE FUN!
74

75. Prospect’s Visit Guidelines
• Opening lines / impressions are important: be smooth and
sincere.
• After the opener, make the prospect think with Power
Questions & Statements.
• Get to the point FAST.
• If asked for a price, give it immediately.
• Determine needs.
• Be prepared for resistance.
• They’ll buy to solve a problem or satisfy a need.
• Focus on negative prevention – get them to share
dissatisfactions & discontent.
• Gain buyer confidence: testimonials, references, etc.
• Attitude, humor, action, and persistence will whip fears.
• Visualize it happening; seeing is believing.
75

76. Checklist for establishing buyer confidence
• Was I prepared and organized?
• Could I answer all product questions?
• Did I make excuses or blame others?
• Was I apologizing?
• Did the prospect ask questions about my company?
• Did the prospect ask doubting questions about my
product?
• Did the prospect ask doubting questions about me?
• Did I name drop other happy, loyal customers
effectively?
• Did I feel as though I were on the defensive?
• Could I overcome all objections confidently?
• Did I down the competition?
• Was my prospect uninvolved in the presentation?
• Was I too anxious to make the sale?
When the prospect says “NO,” it’s sometimes a vote of “no confidence.”
76

77. Establishing Buyer Confidence
• Be completely prepared.
• Involve prospects early in
presentation.
• Have something in writing.
• Tell a story of how you helped
another customer.
• Use a referral source if possible.
• Drop names of larger customers or
the buyer’s competitors. (be careful
w/ this though)
• Have a printed list of satisfied
customers.
• Have a notebook of testimonials.
• Don’t bombard the prospect.
• Highlight service after the sale.
• Highlight long-term relationships.
• Sell to help, not for commissions.
• Ask the right questions.
77

78. Group Sales
• Dramatically different than one-on-one
• Introduce yourself to everyone and
learn their names.
• Get info about the group in advance.
• Find the power person, and the problem
person.
• Uncover all objections by asking
questions early.
• Anticipate objections and answer them
in presentation.
• Get interaction early, and get someone
in favor to talk early and often.
• Address numbers for analytical types.
• Win the group emotionally.
• Give good handouts that are clear,
concise, and clean.
78

79. 79
OBJECTIONS

80. Top 10 Stalls / White Lies / Untrue Objections
1. I want to think about it.
2. We’ve spent our budget.
3. I have to talk it over with
[wife / hubby].
4. I need to sleep on it.
5. I never purchase on impulse
/ I need to let it sink in.
6. I’m not ready to buy yet.
7. I’ll come again in [#] days,
months, etc. We’ll be ready
then.
8. Quality is not important to
me.
80

81. Real Objections
• Doesn’t have the money or is too
cheap.
• Can’t get credit.
• Can’t decide on his / her own.
• Doesn’t have authority to spend over
budget.
• Thinks or knows he can get a better
deal elsewhere.
• Has something else in mind but won’t
tell you.
• Wants to shop around.
• Doesn’t need (or thinks he doesn’t
need) your product now.
• Thinks (or knows) your price is too
high.
• Doesn’t like or have confidence in
your product.
• Doesn’t like, trust or have confidence
in you our your company.
81

82. Qualifying Objections is just as important
as Overcoming them
1. Listen carefully to objection
and determine if it’s a stall.
2. Qualify it as the only true
objection – question it.
3. Confirm it again – “If not
for __, you’d buy?”
4. Qualify objection to set up
close: “So if I can [satisfy
objection somehow], would
that make you buy?”
5. Answer objection so it
completely resolves issue.
6. Ask a closing question, or
assume it.
7. Confirm answer and sale.
82

83. Objection Anticipation
• Identify all possible objections
and write them down.
• Script responses with closing
questions.
• Develop sales tools to support
responses.
• Rehearse scripts in role-play,
and tweak scripts.
• Try them on customers.
• Make final revisions and
document in master file.
• Meet regularly as a group to
discuss revisions.
83

84. Overcoming “I want to think about it.”
Sometimes it is a stall, not a true objection.
• “I understand completely. If I were in your shoes I’d
want to think about it as well.
• “May I ask what concerns you still have? Or
• “May I ask what’s causing you to hesitate?” or
• “May I ask what questions I’ve left unanswered?” or
• “May I ask what your final decision will be based on?
• Is there anyone else you need to think it over with?”
• Why don’t we think it over together so I can answer
your questions?
• What was the main thing you wanted to think about?”
This should begin to get the real objection.
84
#1: Say Nothing
#2: Give Them the
Time and Get a
Commitment
#3: Probe for
Legitimacy
” Needless to say, this
type of probing gets
the prospect to open
up and to help you
determine if the
objection is real or
otherwise.

85. Overcoming “I have to talk this over with …”
• Realize you didn’t QUALIFY the BUYER!
• Four action steps for this objection:
1. Get prospect’s personal approval.
• Price OK? Service OK? Product OK? I’m OK?
• You want the product/service?
2. Get on the prospect’s team.
• What do WE have to do? When can WE meet them?
• Tell me about the other(s).
3. Arrange a meeting with all decision-makers.
4. Make entire presentation again.
85

86. Overcoming “I need to check other
suppliers”
Probably not the true objection
– Your objective is to position prospect in a way to
buy today OR state the true objection
• “Can you tell me what you’ll be comparing?”
– Have competition details prepared (anticipated
objections)
– Or do comparison on your time
• Tell prospect you’ll file a written comparison, and
whoever wins, wins.
• “Do you want to go ahead and sign up now or wait
until the comparison is over?”
86

87. Overcoming “I’m satisfied with
present source.”
• Realize they’re saying the present source is the
best they’ve been able to find.
1. Find out how relationship began.
2. Ask 2 open-ended questions:
– What do you like most about current vendor?
– What would you change if you could?
3. Stress your own long-term relationships and
willingness to slowly prove your performance.
4. Go for a sample or trial order.
87

88. Overcoming “The price is too high.”
• You must determine what prospect
really means:
– I can’t afford it.
– I can buy it cheaper elsewhere.
– I don’t want to buy from you or your
company.
– I’m not convinced.
• Prove affordability: “price is less than
what you’ll lose on current course”
• Challenge: “What can you afford?”
• Get a feel for the difference: “By how
much is it too high?”
• Talk about value and tomorrow:
pennies per day over lifetime value.
* If price is true objection, you must
creatively find way to change terms,
offer discount, offer credit, compare
price to cost, etc.
88

89. Overcoming “I’ll Call you back in 6
months.”
• This is ALWAYS a stall because:
– You haven’t established rapport, buyer confidence, need,
value, trust, desire, or urgency to buy today.
• The real reason may be the prospect:
– Isn’t the true decider
– Doesn’t have the money
– Doesn’t like you, your company, or your product
– Thinks your price is too high
• Ask the prospect:
– What will be different in 6 months?
– What’s preventing you from taking action today?
– ARE YOU REALLY SAYING NO?
89

90. “I’ll Call you back in 6 months,” cont’d.
• “Do you see yourself buying in 6 months?”
• “How will the decision be made?”
• “Could you purchase now and pay in 6 months?”
• Show value earned back over 6 months.
• Show delay will cost more than paying now.
• Ask if he’s looked at the cost of delay.
* The stall is due to your not having uncovered the true
desire, need, or objection.
90

91. Closing
The close is a delicate
balance between your
words and actions and
the prospect’s
thoughts and
perceptions.
91

92. Signals the Prospect is Ready to Buy
• Questions about availability, time, or delivery
• Questions about rates, price, affordability, or any
questions about money
• Positive questions about your business or company
• Wanting something repeated
• Statements about problems with previous vendors
• Questions about features and options, or quality
• Questions about guarantee or warranty
• Questions about qualifications
• Specific product/service questions
• Questions to confirm unstated decisions, seeking
support
• Wanting to see a sample or demo again
• Asking about satisfied customers or references
• Buying noises: “I didn’t know that,” “Oh really?”,
etc.
92

93. Recognizing buying
signals is critical to
your success as a
salesperson.
You will go older in
sales if you fail to
recognize them.
93

94. Closing on Buying Signals
1. Recognizing a buying signal
is the sales discipline.
2. Being able to construct a
response question (much
more difficult) requires
creativity and practice.
3. Delivering the response soft
and smooth is the mark of
the master professional
salesperson, and usually the
one who makes the sale.
94

95. Avoid 2 Words: “Yes” and “No”
• When a prospect asks a question, it is often
a buying signal. Your sales skills are called
upon in how you respond.
– Use the prospect’s question to confirm
the sale with a follow-up question:
• Do you have this model? – “Is this the model you
want?”
• Are these in stock? – “Do you need immediate
delivery?”
– Or answer directly while posing a closing
question immediately:
• Do you have Quality Certificates? – “Here’s the
list. If our Quality Certificates are satisfactory,
when would we be able to deliver to your door?”
95

96. How to ask a closing question
Closing = asking a question, the
answer to which confirms the
sale.
• Formulate your closing question
in a way that responds to the
prospect’s main need or desire.
• Let the buyer decide, but don’t
give ‘no’ as one of the choices.
• Ask for the sale in a sincere,
friendly manner. Don’t push or
use high pressure.
• After asking a closing question,
SHUT UP!
96

97. Examples of Closing Questions
• Would you like these Mattress in natural or
artificial fabrics?
• How many Mattresses / Beds do you have in
your home?
• When did you want these delivered?
• Would you like delivery before or afternoon?
• Are you paying cash or credit card?
* Self-confidence is important. The buyer will
buy if you believe he will.
97

98. Positive Sales Close: Type 1
• The easiest way to sell a
Mattress is to let the owner
take it home for the night “to
see how they like it.”
Examples:
– Test drive the car
– 30-day trial membership
– 1st issue is free
* Ownership feeling before the
sale breaks down resistance
to the point of acceptance.
98

99. The Negative Sale Close: Type 2
• “If you chase the world, it
runs from you. If you run
from the world, it chases
you.” – Hari Dass
• Often we are so eager to sell,
we don’t give the prospect
enough room to buy.
• The negative sale: stock
salesman says “I believe all the
shares are spoken for, but I’ll
give my presentation and if
anyone cancels then I’ll give
you a call.” Unethical? Yes.
• The “Can you qualify?” sale:
Instead of pushing prospects
to buy, challenge them to
qualify to buy.
99

100. No follow-up system? No sale!
• 98% of sales are not made on the 1st
Visit, so you must have an organized
method of following up if you want to
make the sale.
• Your options:
1. ACT Database – all the bells and
whistles
2. PDA
3. Card scanner – well worth the
money over card file
4. 3x5 or 5x8 card file – good if many
follow-ups are needed
5. Day-Timer / planner – must be
used in conjunction with something
else
6. Yellow pad – not a good system.
7. Scraps of paper – guaranteed to lose
sales and your career.
100

101. Vital Sales Tools in Follow-Up
• Personal note with company name and
logo
• Testimonials – you’re not more persuasive
than 3rd party endorsements
• Mutual friend endorsement – incredibly
powerful
• Support articles – better if about prospect’s
business, best if about personal interests
• Video supporting product/service
• Invitation to facility
• Lunch invitation
• Letters and faxes
• Telephone calls
Sales tools build sales … if you use them
101

102. 102

103. Most sales made after the 7th “NO”
• You better have what it takes to
persevere through the follow-up
process for 5 – 10 exposures and not
quit (or take a job with a salary).
• Follow-up guidelines:
– Know prospect’s hot buttons
– Present new information relative to the
sale
– Be creative in your style and
presentation manner
– Be sincere in your desire to help, money
comes second
– Be direct in communication; beating
around the bush is annoying
– Be friendly; people like to buy from
friends
– Use humor. If you can make him laugh,
you can make him buy.
– When in doubt, sell benefits
– Don’t be afraid to ask for the sale.
Often. 103

104. 104

105. 105
Ahmed Ghoniem
Corporate Training Consultant | Business
Development Professional | Entrepreneur
(+2) 0111863 4115
ahmedghoniem@ymail.com
http://www.linkedin.com/in/ahmedghoniem