Six-Rules

allison
consultancy
Soar to sales success
www.allisonconsultancy.com Six Rules For Sales Success
Six Rules
For Sales
Success

Do you have written goals in every area of your life - that you review regularly?
Studies show that people get more out of their lives - more in terms of earnings and wealth
certainly, but more in the really important areas of family happiness, health and well being,
by writing and reviewing goals regularly.
Negative thoughts work - if you think of miserable and negative things then your life will be full of
misery and negativity, and we all know many people who are like that.
Don't forget - the opposite is true; if you think of positive happy things that are going to happen to
you in the future then they are more likely to happen.
Deborah Meadon said, when asked how does she cope with the business downturn - "I just read
my goals".
Mark Dyble runs a company in Hale called SME - he holds a Seminar three times a year to enable
people to plan for the next year.
He holds this in a hotel so the attendees are away from their busy offices, away from the phones
ringing and able to concentrate on themselves, their business and personal life. The purpose of
the day is to set meaningful goals for the next period of time.
Tony Robbins will tell you to get up and get out and exercise and run through your goals in your
head while you are doing it. Tony makes the point that you can change the way you feel by just
moving your body and thinking about your goals.
He advocates an hour of power daily – to exercise and read goals and invest daily time in your
biggest asset – yourself.
So set goals - they have to be specific, they have to be timed and they have to be dated.
They have to be realistic and they have to be measurable. Write them in the present tense – I have,
I am. Don't be put off if you don't achieve your goals on time, or as you have written them down.
Persevere and things will happen.
1 Set Goals and Plan and
Prepare Meticulously.

Some heading for you to set goals -
Family
Personal Achievement
Personal Finance
Community
Health
Business
Spend time each week planning your upcoming week. Brainstorm each meeting and make notes.
Put yourself in your clients/prospects place. Make sure you have all the papers you need.
Planning and preparation is something to do early at weekends – I fill a box with files relating to
each upcoming meeting, and in order.
Through the week my pattern is early up and make a tape to deal with previous days business.
I email this tape to my P.A.
Golden Rule
This is a huge Key to big success.
A Salesperson is paid to sell – not to get quotes, write letters or complete paperwork.
Spend your day just doing two things – calling prospects and clients or seeing prospects and
clients.
You can have a break a lunchtime.
If you want to double your earnings don’t spend time doing £12 an hour jobs – shuffling papers,
getting quotes etc.

Successful people do things that unsuccessful people don’t. If sales success was easy,
everyone could do it. Think of the Pareto Principle – it says that business is based on the
rule 80/20. 20% of salespeople produce 80% of the business; 80% produce 20% of the
business. In all sales organisations I have had anything to do with, this is so.
Why?
Because 80% of salespeople don’t set goals, don’t read them daily, don’t commit themselves to
work the hours and in the manner I mentioned above, with no focus, no reason.
They forget to do the things they promise – “I’ll ring you back”, I’ll speak to you tomorrow”
“I’ll confirm it in writing” – often never happen.
In fact the 80/20 rule applies to life. 80% of all politicians, accountants, lawyers, doctors, plumbers,
decorators, bakers and candlestick makers lack focus and commitment and are not great at doing
their job.
The problem is, when you first approach these people to work with you – you don’t know whether
they are 80% people or 20% people.
Don’t let them get away with poor service – remind them of what they promised, and if they still are
poor, kick them into touch.
Expect from people you hire the same exacting standards as you are giving to your clients and
prospects. So be a 20% person – take action, be focused.
2 Do things the successful
guys and gals do.

Under the Golden Rule under number 2 I talked about using your day to do what you’re paid
for – selling.
Some years ago I had a lot of prospects to handle and someone said to me –“Would you pay
someone £100,000 a year to drive your car?”
“Would I hell” said I.
“Well, you are doing” said he.
It dawned on me then that while I was spending hours driving, nothing was being sold.
So I hired the mighty Mel Hough, a lorry driver, a real steady Eddy and a lovely guy.
I sat in the back of my Merc and made phone calls and for four years Mel drove me – perhaps 3
days per week and I did buckets of business.
If I was thinking, sat there in the back, he would bollock me – “Get that phone going!”
If you have an appointment at 10.00 am (and by the way, set your meeting times at the same time
daily – I do 10.00 am, 11.30 am, 2.30 pm and 4.00 pm.) get there at 8.45 am - find a nearby Super-
market, park up for a tea or coffee and pick up the phone 15/20 times. That’s what you do if a
meeting goes down – park up and get on the bell.
Here’s a question – you have a meeting on a Friday at 2.30 pm and complete a big piece of
business – all signed and sealed by 3.45pm.
What do you do now?
The top guys and gals would park up and ring clients and prospects until 5.30pm – it’s a Friday,
remember!
These are the people who equate to Rory McIlroy to Roger Federer & Rafa Nadal. Professionals at
the top.
What would you do?
I’m not saying all work and no play by any means – fill your weekends with well planned time for
you and your family and have lots of holidays.
But when you’re working, work.
3 Put the hours in –
in the right place!

Forty years ago I was taught that if I wanted to earn £100,000 a year, then I should be talking to
people who earn £100,000 per year.
My old mate Dave Steadman built a wonderful clientele, selling financial services products to hospi-
tal consultants. High earners – many earning private incomes in addition to their NHS salaries.
So where do you find them?
These days there are so many avenues – social media is here.
You should be taking full advantage of Twitter and Facebook and LinkedIn and if your product is
one where you can bring them to buy that’s great!
I’m talking about finding highly paid individuals and setting them in my selling sights.
By far the best leads you can get are referrals. If your service is good you will get people saying
“go and see my brother/sister/friend.” These are gold.
So why don’t you manufacture high quality leads?
Work out the people you would want to talk to – who heads up this business, runs that company.
Then think – would I know anyone who would know them? LinkedIn is a fantastic tool – your clients
will be on LinkedIn and all will have a list of connections. Look at those lists – there will be people
on there you would want to meet. Don’t ask on line for an intro – go and see your client and show
him his connections list.
“I hope you don’t mind, but I’ve printed off a list of your LinkedIn connections – I’m particularly
interested in doing business with 2/3 of the people you know – tell me about Bill Smith?”
Ask him about Bill – what does he do, how well does he do it – is he a prospect for you?
Your clients will help you to qualify the people they know – find out if they are high earners, if they
have a need – get their contact details and their mobile!
Finish by saying “So I don’t appear a complete stranger, you’ve no objection, have you, if I mention
we know each other” And – ask for a letter of introduction or an email.
4 Find the right people
to sell to.

So the next thing to do is to arrange to sit alongside this person you have found.
Twitter, LinkedIn and Facebook are so powerful and strong and may well supply you business with
all the business they need.
However, we all still need to sit face to face and convince someone of something.
This section helps you get there, to be sat in the boardroom or wherever you are meeting, face
to face.
You’ve got a name. Let’s assume it was referred to by a client, from a LinkedIn list. Why not try
writing a letter to him or her?
Yes, that’s what I said; why not try writing a letter?
Your prospect, for he or she now is, may not want a call out of the blue; her or she gets thousands
of emails. You could text of course, but for maximum input, a letter?
5 Approach.
Write this letter like this –
“Dear Bill”
Your name has been given to me by Mary Millington.
I have no idea if you would be interested in any of
my services as a Sales Coach, but I come well
recommended.
A meeting together may well be profitable – all we
would need 40/60 minutes together, you to be the
judge.
I will ring you on Friday 8th at 9.30 am. Mary was kind
enough to give me your mobile, so I will ring on that.
Yours sincerely
Ian Allison
P.S. We would only need 40 minutes or so!
I have your mobile.

I am suggesting in the above letter you write the words Dear Bill in ink from a fountain pen and your
signature and the PS at the bottom should be handwritten as well.
Address it to him or her personally to be opened by addressee only, if you have asked for a letter of
introduction enclose it with your letter.
So, now its Friday 8th at 9.30 am and spot on the button you dial his mobile.
What happens next?
Probably a message saying leave a message. If that’s so, leave a message saying who you are
that you are following up your letter and you will ring on his/her office number.
Ring on that and ask for him/her.
Tell the reception person or his secretary that you wish to speak with him/her use forenames and
surnames – “can I speak to Mr Smith, Bill Smith”.
When they ask you – does he know you? Or similar hateful questions – say “I’m the person who
wrote a letter to him earlier this week – a friend of Mary Millington.”
This should get you through, or he’s busy, in a meeting, on holiday, back Tuesday etc etc.
What now?
If you don’t get him, schedule a day and time to get back to him – don’t give up!
If it’s the first one and you’ve got him on the end of the phone, the first thing you say is – “Mr Smith,
Good Morning. I’m Ian Allison and I wrote to you earlier this week – Mary Millington recommended
me.”
“Mr Smith – is this a convenient moment – have you got two minutes?”
That last line is vital, especially if he’s on his mobile. So he says no he’s busy – answer is – “when
will you be free – would it suit you better if I rang later – this afternoon say?” And make a date to
ring him.
If he says ok, he does have time, say – “Mr Smith, can I call you Bill? – I’m Ian. “You got my letter
ok?”
“Mary Millington mentioned your name to me – Bill, I’m a Sales Coach; whether my services would
be of any value to you, I’m not sure; what I would like to do is arrange a meeting with you, for 40/50
minutes, you to be the judge.”
“Would it suit you better this week or would next week be easier?
Ask these closing questions where possible.

What does he say now?
He should say yes and fix a meeting – he’s been well recommended and you’ve approached him
properly. But chances are he wants more info – or he has no time or feels he has no need. He
may work closely with another Sales Coach.
If he really has no need, wish him well and thank him for taking the call.
If he is genuinely busy – make a time to talk to him again in the future; but be aware, people tell
little white lies to get rid of you – “I’m very busy” could be one of those and usually is.
It’s not that he or she is a liar – it’s just they have lots going on in their minds, and here you are
adding another concern – its easy then to put you off.
A good answer to the busy objection is –
“It’s great you’re busy and I’m busy too, which is why I want to make an appointment – as I said. I
don’t know if it would be of benefit but, it will only take 40/50 minutes, you to be the judge – would
late afternoons be better?”
Always ask the small question to secure the big one. Whatever Bill says, use the repeat technique
to handle it as above – “As I said, I don’t know etc.”
When you’ve made the appointment, email him and confirm it nearer the time.
What happens now?

Over the years, trainers and sales people I have worked with have loved to hold sessions
role-playing face to face sales meetings, often excluding other areas.
And why not, they are vital; but have you noticed, under the heading of Six Rules for Sales
Success, the Presentation is only at number six?
There are five other steps to be brilliant at to enable you to be there in his/her Boardroom, on
favourable terms. Setting goals, planning, time organisation, prospecting, approach are just as
vital as this step.
Having said that, there’s so much skill and hard work involved getting here to the Boardroom, you
mustn’t mess up!
Step One – The introduction.
Remember that you never get a second chance to make a first impression. Your prospect would
have made up her or his mind about you in three or four seconds and will have looked at you on
LinkedIn, so make sure your profile does you credit.
So look great and look successful. Look as though you’re there to do business. Wear high quality
clothes, make sure they’re pressed and clean and clean shoes.
As you say “hello” – raise your voice a little – take a big deep breath and look him straight in the
eye and shake his hand firmly and say, nice and loud – Mr Smith? Bill? – My name is Ian Allison –
how are you today?
Step Two – Set the scene.
After pleasantries like - “you found us ok” – coffee, tea etc, say –
Bill, let me just set the scene for our meeting, if I may.
As you know, I’m a Sales Coach and I have been of some use to Mary Millington at Millingtons.
Whether I can be of assistance to you or not I don’t know, but we’ll only need 40/50 minutes
together, and you to be the judge.
Let me tell you a bit about me and my background.
I’ve been all my life selling – for 25 years running Sales Teams in financial Services for very suc-
cessful organisations etc etc.
6 The Presentation.

Tell him, quickly and succinctly your background.
Step Three – Empathy.
Then say – tell me about you.
What is it you do?
How do you do it?
How long have you been doing it?
What makes you better than your competition?
How do you see the future?
How do you see yourself in five years?
These questions are crucial.
In sales situations, sales people are told to sell themselves – how do they do that? First of all they
do that by a thorough knowledge of their product, inside and out, so they can answer any question.
Secondly so they can develop a sincere and genuine relationship with their prospect by asking
these sorts of questions.
When was the last time someone took a sincere and genuine interest in you or your business?
Whenever it was I am sure you could remember it and that person – you would have warmed to
them expressing an interest in you and your business!
Remember this has to be genuine and sincere. Listen to what he says to you and look at him/her
straight in the eye and ask follow up questions – you will find some much information about this
person who is keen to tell you about their business, their baby, you will be able to hang your sale
on it later.
If you open well you don’t need to close.
Step Four – Fact Find.
You now need to know the absolute facts about what your client owns in your product area so you
can come up with some concrete proposals.
This must be thorough, using a fact sheet.
Step Five – Need Find.
Again, a crucial steps – if you can’t find a reason why he/she needs what you have, then that’s that.
You should be saying the magic “if I could show you a way” line.
“Bill, if I could show you a way to increase your turnover and profit by 10/15%, which would cost
you just a fraction of that increase, you’d be interested wouldn’t you?”

It may be that you would need to set up a further meeting to prepare quotes and details – always fix
that meeting – don’t ever say “I’ll ring you when I have the quotes ready.”
If this is the case, before you go, say “so, just to clarify my thinking Bill, I’ll be back in this office on
Monday 10th at 10.00 am.
I’ll have all the details, and I’ll be able to show you a 10/15% increase in profit, for a fraction of that
increase – I presume then you’d be happy to proceed with my product – you to be the judge, of
course.”
When you come back, take him through the Need step again – “last time Bill, if you recall, we
agreed that etc etc.”
“You did say that you would be happy to go ahead if the details met with your approval - that’s right, isn’t it?
Well, here are the details”.
Step Six – The Presentation.
Present him with the details with enthusiasm – remember there’s nothing more contagious than
enthusiasm, except the lack of it!
Step Seven – Close.
When you’re finished remind him of his needs and say “I’m sure you agree with me have solved the
problem.”
This should be a formality – you may have to adjust prices up or down, or take part of your pack-
age now or part in six months, but closing should not be a laborious hour of battling!
Follow all the steps and the business should just fall into place – you might say – “lets fill in the
paperwork.”
Step Eight – Cement the Sale.
Remind him exactly what he’s spending – what the direct debit will be – remind him it’s a commit-
ment and ask that he’s happy and has no problems.
Make an appointment with him to return when everything is in place, and has been delivered to ask
for referrals – another subject!
Happy Selling!
Visit
www.allisonconsultancy.com
allison
consultancy
Soar to sales success
Ian Allison | Director
Mob 07957 873028
Tel 01772 700209
ian@allisonconsultancy.com

Six-Rules

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