How To Sell Anything To Anybody


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How To Sell Anything To Anybody is a best-selling novel by Joe Girard who is ranked by the Guinness Book of World Records as the most successful salesman. It speaks about customer handling, converting potential leads to long-term customers, making cold calls, building client lists and various other selling techniques. We have prepared a presentation covering the broad topics outlined by the book.

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  • Girard uses personalized ‘snail mail’All this will make sure your customer remembers you
  • How To Sell Anything To Anybody

    1. 1. How to sell anything to anybody - Joe Girard<br />Presented by Iswarya Murali<br />17 July, 2009<br />
    2. 2. Introduction<br />Girard’s law and his tools<br />Selling on the phone<br />Prospects’ list<br />Importance of mail<br />Agenda <br />
    3. 3. Importance of referrals<br />Strategies for handling the customer<br />When to be honest and when not to.<br />Just before the sale closes… and after that.<br />Contd..<br />
    4. 4. Joe Girard sold 13,001 cars at a Chevrolet dealership between 1963 and 1978.<br />Ranked the most successful salesman by Guinness book of World Records<br />About the author<br />
    5. 5. How the stammering helped – made Girard listen to each word yourself before you say it out to the customer.<br />Girard’s first motivation to sell - a bag of groceries for his family.<br />Knowing what you want will power your drive to sell better.<br />How it all started<br />
    6. 6. Girard’s law of 250 – Every person knows on an average of 250 people who are important enough to him/her.<br />What happens when you make a single customer unhappy – the cascading effect.<br />The ‘Mooch’ (customer) is a human being – though it’s war out there.<br />Girard’s law of 250<br />
    7. 7. Put everything you know about a customer into his/her file.<br />Let the customer understand you like and care about him/her.<br />Business cards – restaurant tips, football games, anything – never leave out an opportunity.<br />The toolbox<br />
    8. 8. Make a pitch.<br />Appeal to the customers – don’t make them realize it’s a cold call.<br />Call back, again, and yet again.<br />Ask them relevant questions – most importantly note the answers.<br />Selling on the phone<br />
    9. 9. Selling is like planting seeds and harvesting them.<br />Maintain a list of all customers.<br />Your paid bills is also a good list – a salesperson is always an easy person to sell to! <br />Make sure everyone knows you’re into sales and about what you sell. <br />A prospects list<br />
    10. 10. Make every mail personalized<br />Send “how-to” tips, interesting n.ews clippings.<br />Send out cards on occasions - Christmas cards, birthdays, get-well cards...<br />Get them to read their mail<br />
    11. 11. Birddogs –&gt; Girard’s referral system.<br />Pay them; never stall them.<br />Find out people who have a lot of influence on others – and subsequently, who have a lot to gain from others. <br />You’re actually doing a birddog a favor – the ‘feel good factor’.<br />Hunting with ‘birddogs’<br />
    12. 12. How to pay if people refuse to accept cash (or if it breaks the law).<br />Keep in constant touch with your birddogs.<br />Try making every new customer a birddog.<br />Contd..<br />
    13. 13. Selling lies in volume of sales – not just in the profit you make out of each sale.<br />A high pressure salesperson makes the customer buy. Rather, let them buy.<br />Greatest challenge – convince a customer who has turned down a competitor.<br />Be aware of the selling strategies of competition.<br />It’s okay to lose one day, but never 250 customers in a single bad-mood day –&gt; this is why attitude planning is important.<br />Selling Strategies<br />
    14. 14. Sell him/her the experience, not just the product or the service.<br />Think differently – The insurance agent story:<br />All insurance agents after a training were told to call people from a Business Directory. One smart insurance agent started calling from the ‘N’s as he figured most people starting from the ‘A’s would never probably reach there!<br />Contd…<br />
    15. 15. Selling is war – importance of the initial small talk.<br />Salespeople are not liars, just ‘actors’..<br />Importance of trust not just during the sale, but also after that.<br />Never lie to the customer about anything that he/she can check back later.<br />Honesty is the best policy<br />
    16. 16. Telling the truth is important, but it’s ok to stretch the truth a little bit.<br />A little flattery, and a small lie…<br />People love to show off how good a deal they got - never make a customer get embarrassed later, by overselling. <br />Contd..<br />
    17. 17. Don’t compete with the customer. <br />Most common reason for losing a customer – not listening enough.<br />Don’t take advantage of a customer’s lack of knowledge.<br />A customer is a long-term investment – never oversell to anyone who’s in a hurry. <br />Handling the customer<br />
    18. 18. Don’t ask a direct Yes-Or-No question. Nudge the customer into talking more. <br />Phrase your questions so the customer feels obligated to help you out.<br />No one likes silences – let him/her fill the gaps in your conversation.<br />Contd..<br />
    19. 19. Don’t start operating until you know what the patient has – listen and observe.<br />Ask for a deposit right away, settle down for whatever he/she has(if that’s reasonable enough).<br />Give him what he/she wants, asap, to close the sale – spot delivery works miracles.<br />The final few minutes<br />
    20. 20. Thank the customer personally after the sale is over.<br />Treat service problems, and after-sale issues as normal happenings.<br />Throw in a free service once or twice(but not too often) – it’s worth the investment.<br />After the close<br />
    21. 21. There is no magic formula – it all comes with practice, and a little bit of patience.<br />Any body you meet is a business opportunity<br />Listen, read, learn – but also develop your own techniques.<br />After the sale give yourself “The test of no regrets for the customer” – always play it fair.<br />Summing Up..<br />
    22. 22. THANK YOU!!<br />