The document provides advice for salespeople to improve their skills. It suggests salespeople work on self-improvement like athletes, with the goal of converting customers. Some techniques include getting to know customers on a personal level to understand their interests and weaknesses, using entertainment and social events to build relationships, and finding ways to appeal to customers' personal motivations and vices. The overall message is that an unconventional approach focused on human psychology, rather than just rational arguments, is needed to succeed in sales.

1. Not Found in Text Books

2. Who are You?
 You are called a salesman
 Your primary function is to increase sales
 You function within a greater structure in your company
 You are a tool
 Used by your Head of Marketing
 You are lucky because your product is such that much
emphasis is placed on you.
 You are not alone because other tools compliment your
work
 Any monkey cannot do your job

3. Your Task
 To convert the customers “no” into a “yes”
 To create a positive image at all times
 To counter negative and sometimes damaging vibes
about your company, even if it is true
 To know the product 110%
 To educate and help existing customers to understand
and get more out of the product purchased.
 To upgrade customers and add value so you generate a
constant revenue chain for the company.

4. Basic Theory and Classification
 Deliverer - (Milk , Bread, Fuel )
 Order Taker – (Counter Staff, Supermarket Salesmen)
 Missionary – (Medical Detailing)
 Technician – (High Technical Products)
 Demand Creator – (Creative Selling of Intangible
Products)

5. Scope of a Salesmen
Prospecting - Find new customers
Targeting - Time allocation
Communicating - Inform Customers, News
Servicing - Help customers
Information Gathering - Intelligence work
Allocating - During scarcity

6. The Sales Process
Prospecting and Qualifying
Pre-approach
Approach
Presentation and Demonstration
Overcoming Objections
Closing
Follow-up and Maintenance

7. The Big Picture
 The macro environment will have an impact on you
 The micro environment will have an impact on you
 The Management will take note and plan accordingly
 The Product, Price, Place and the Promotion is all laid
down
 You are part of the promotion Mix, Advertising, Sales
Promotion, Direct Marketing, Personal Selling, and
Publicity

8. You Are
 No money
 No power
 No self esteem
 Treated like a cheat by many
 You border on fraud and get away with it
 Act sleek look sleek but no punch
 Get blasted by both your boss and your customer all
the time
 Somehow you avoid going to see Dr. Nalaka Mendis

9. In order to kill your enemy you
must first become his friend. Then
when his guard is down you can
choose any method you like to kill
him(Ninja training manual)

10. If you want to fly with Eagles
you cannot think or act like a
Turkey

11. Who is a Customer
 He is a one track minded money making food
guzzling, egocentric sexual animal, who pretends that
he is a very nice honourable , ethical caring husband,
employer and father.
 He borders on multiple personality disorder
 Has many secrets and fantasies even he is afraid of
 Has skeletons in his closet

12. All along most trainers and
textbooks have addressed the
rational man the corporate
executive and used strategies and
techniques which are
boring, impractical and very
difficult to use especially during a
face to face Interview

13. Some of the techniques which will
be discussed might look very
difficult to do and you might feel
small and low on self esteem but it
is the only way forward.
Remember every other competitor
salesman has already gone through
the standard training

14. Men want an economist in the
kitchen, an Artist at home and a
devil in bed

15. What they get is an Artist in the
Kitchen, Devil at Home and an
economist in bed

16. No customers life mix is perfect
 Your job is to find out what his shortcomings are
 And address those shortcomings
 Either you can do it
 Use your boss
 Use a friend
 Use the customers friend

17. What do you need
 A good liver
 Know Colombo like the back of your hand
 Good knowledge of the Kama Sutra
 A good knowledge of Cars, Clothing, Fashion, Phones,
Massage spots, Night Spots,
 A good friend who is a Doctor and a knowledge of
pain killers and stimulants
 Dance like an animal

18. Advanced Skills
 Play golf
 Play Pool
 Be a member of at least 02 clubs
 Membership at one or two night clubs
 Know the latest boutique hotels in Sri Lanka
 Eat Japanese food

19. Customer Calls
 Avoid making very formal stiff meetings and calls
 Get an introduction beforehand so that when you go to
meet the customer in his office the meeting is very
informal.
 If you are kept waiting seated for 20min you should
leave because he does not think you are important to
see right now especially if you have made an
appointment. let him know that like him you also have
a busy schedule. This is because you are not selling
toffees.

20. Customer calls
 Be on time give him time but not too much time.
 At your level going to see a customer without a proper
introduction is a waste of time.
 Not getting a sale after a good intro is also a waste
 Every visit must result in a conversion or a sale
 In order to have a continuous supply of closed sales
you have to be in the scene.
 A good database of your customers, friends and
contacts.

21. Customer Calls
 Groups, university batch, rotary, Lions, club drinking
buddies all add up to your data base.
 Go for your school OBA/OGA, Big Match, you never
know who you will run into
 Use the tools if you get a visiting card at a function
always follow it up with a e-mail telling how pleased
you are to have met him.
 Every meeting is an opportunity
 Follow up every meeting with a short brief note on
what took place this is time consuming but very
effective in the long run.

22. Entertainment Techniques
 Dining always remember that your customer can
afford to eat out. He is not hard up for a meal. Don’t
make it look like you are doing the greatest thing on
earth. Honestly he may not like to be seen eating with
you. Your invitation should be more matter of fact in
the lines of “would you like to join us for dinner Friday
night we are chilling out” If he is middle management
he may be cautious, because he will not want his boss
to know that he is going out with a supplier

23. Dining Cont
 It is always better to take him out to a place he is
comfortable or a place you have which is hidden form
the public spectacle. In my opinion power lunches
and power Dinners only exist in text books. The only
time key management of a company will join you for a
meal is after you close the deal if you invite them to
lunch then they may agree as they feel you owe it to
them

24. Dining cont
 Do your homework before you invite him ask the
secretary his preferences, who he goes out with
wife/mistress. It will be a big mistake if you ask him to
come with his wife when he loves to go out with his
mistress (Remember the Devil/Economist in bed
story) check meal vegetarian, religion ect. Check level
of education background. He may be the head of
engineering but may be a simple lad who likes a good
rice and curry taking him to Hilton ‘spoons’ will make
him very uncomfortable and he will avoid you like the
plague

25. Cocktail party Techniques
 It is useless to host a cocktail party for only your
customers
 Each customer should be encouraged to bring a friend
who is not a user of your product.
 You are creating the ambiance and the environment
for him to be blown away. This way you get the first
opportunity to drink with him.
 Most customers do not go home after a cocktail party
It’s most of the time used as a good excuse to get out of
the house

26. Cocktail cont
 Never stand at a cocktail with your hand in the pockets
at least hold a glass of coke nothing irritates a
customer than someone who does not keep him
company. Life is all about relationships and keeping
company.
 Talk to and try to unconsciously get customers into
groups especially with customers who talk positively
about your brand
 Make him feel good ask him about his blackberry if
you know the others in the group do not have BB

27. Cocktail cont
 Be the host do not point at the bar and tell go and get a
drink, escort him get him a drink remember he is in
unfamiliar territory especially if he has come alone.
 Once you get him his drink take him introduce him to
some of your customers make sure he is comfortable
before you leave him.
 Keep your ears alert this is the time to pick up habits,
vices, desires which come out with every drink he
consumes.

28. Cocktail cont
 Cocktail party is a tool to pick our opinion leaders,
lock in customers and try to create new ones.

29. I can buy any man with Sex and any
woman with Money (H.Hefner)
 We are looking at the Carnal man not the rational
man
 Training on the Rational man you have plenty of books
and many motivational speakers.
 The Carnal man however very few are willing to talk
about because they feel odd or due to social taboos.
 It is in other words a hidden world waiting to be
discovered and unlocked

30. A Bribe is like a charm in the hand
of the one who gives it (Proverbs)
 If you look at it everything is a bribe it becomes a dirty
word only if you give it in the form of money.
 When you give a cell phone free, or a branded T shirt
the effect is the same although the impact will not be
as that of giving money.
 For that matter even a free meal is a form of bribe
 Some companies insist that hampers received must be
declared.

31. Even the die hard ethical guy
loves to be pampered
 No sense giving a guy who uses a Mont Blanc pen a
branded set of ball point pens, as he will give it to his
driver or cook.
 Do not give giveaways for the sake of giving.
 Plan remember it is a charm, better than the ones done
by the kattadiya.
 Results are quantifiable.

32. He who does not Drink or Smoke
has other vices deadlier than the
above
 Find out what he worships ( other than his god)
 It can be his car, a sport, food, his house, his wife, his
children, the list is extensive.
 Feed the point of worship
 You can sign contracts like water believe me
 Selling will be so much fun and you will make good
money and at the same time enjoy seeing top notch
corporate executives melt in your hands.

33. Summary
As a salesman list out your personal improvement
goals and work towards them
Improvement must be like an athlete training to
improve stamina for the race. Your race is to get the
customer.
See your customer from a different perspective study
and look for chinks in his amour.
As a salesman you must evolve, add new skills, and be
flexible.
Everyone likes toys and gadgets find out your
customers hidden pleasures and feed them.