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HOW TO SELL ANYTHING TO ANYBODY JOE GIRARD Page 1 of 13

About the Author_ The Worlds greatest salesman - The Ginness book of Records named him ,

twele times

!"mber #ne Positie Thinker - $r% !orman &incent Peale ,a"thor of The 'ower of 'ositie thinking

Introduction:-

(alesmen are made, not born% )f ) did it, *o" can do it% ) g"arantee it sa*s +r oe Girard,%#n an"ar* 1 st 1./, oe Girard 0"it selling cars% $"ring his fifteen- *ear of sellingars 213 4 1..5 he sold 13661 cars at retail% +ost of his time is now s'ent in writing books andcol"mns, giing lect"res, sales rallies and cons"lting%

)n this book the a"thor describes his own life e7'erience of how he became the n"mber one

salesman in the world% (ome salient 'oints from his aboe book are gien below8 -

1 Winnin B!ood!e"" #ictorie"

When a salesman sells there is no loser% 9oth the b"*er and the seller win ifits a good sale%

)f *o" think the sale ends when ,like the* sa* in the car b"siness , *o" seethe c"stomers taillights,*o"re going to lose more sales than *o" eerdreamed of% 9"t if *o" "nderstand how selling can be a contin"ing 'rocessthat neer ends, then *o"re going to make it the big time%

We are talking abo"t a"tomobiles% Peo'le b"* them abo"t eer* three orfo"r *ears and een less often among the middle and working 4class 'eo'lewho were most of m* sales% )f *o" are selling clothes or boo:e or thingsthat 'eo'le b"* a lot more often, getting them back again and again is eenmore im'ortant% 9"t it is harder to do with cars% (o if ) can show *o" thewa*s ) ke't 'eo'le coming back to b"* cars from me, *o" know its going

to mean een more sales for *o" if *o" are selling these other kinds of'rod"ct and serices where s"ccess de'ends een more on bringing themback again%

) g"arantee *o" that m* s*stem will work for *o", if *o" "nderstand it andfollow it% ) looked at selling sit"ations and c"stomers in different wa*s than) once did% This means that ) hae changed m* attit"de abo"t a lot ofas'ects of m* 'rofession%

Whateer *o" are selling, there is 'robabl* somebod* else o"t there onee7actl* like it% !ot 'robabl*% )t is a fact% )t is er* com'etitie world% )t is a

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* The +u"to,er I" % Hu,%n Bein

@et "s take a look at the wa* we 'erceie c"stomers, and at what the*reall* are% ;irst of all, the* are 'eo'le, h"man beings with the samekinds of feelings and needs that we hae, een tho"gh we tend to think

of them as a different breed% Where ) sell most of the 'eo'le who comein to b"* cars are working classes, and the* work hard for their mone* 4er* hard% >nd most of them, whateer mone* the* s'ent with "s ismone* the* wont hae to s'end on something else the* want and need%

The thing to remember is that when a c"stomer comes in, heBshe is a littlescared% That 'erson is 'robabl* there to b"*% There are a lot of sho''ersin the world% 9"t mostl* the* are interested in what *o" are selling%

)nterested eno"gh to be conerted into b"*ers, een when the* aresho''ing% 9"t the* are scared% The* are scared of 'arting with C 36 for a

'air of shoes, C166 for a s"it, or CD666 for a car% That is mone* and itcomes hard% (o the* are scared% (cared of *o" too, beca"se the* allknow or think the* know that the salesmen are o"t to get them% The* allthink the* know that the* are not going to get what the* want at the

'rice the* o"ght to be 'a*ing% That scares them%

The B!ood!e"" W%r

1% What we do eer* da* of o"r working lies is a kind of war%The* think we are tr*ing to '"t something oer on them, and we think the*are there to waste o"r time% 9"t if *o" leae it at that, *o" are in tro"ble%

The* are h"man beings who work hard for their mone* and gen"inel*interested in b"*ing something from *o"% That has to be the first basicass"m'tion abo"t eer*bod* *o" meet%

)f *o" "nderstand what is going thro"gh that c"stomers head, *o" can winthat war and t"rn it into a al"able e7'erience for both *o" and *o"rc"stomer% good sale is one where the c"stomer goes o"t with what he came in for,

at a good eno"gh 'rice so that he tells his friends, his relaties, and his co-workers to b"*%

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Those c"stomers are the most im'ortant thing in the world to "s, to each of"s% The* arent interr"'tions or 'ain in the ass% The* are what we lie on%>nd if we dont reali:e that, as a hard b"siness fact, then we dont knowwhat we are doing% ) am not talking some of them% ) am talking abo"t all ofthem%

Gir%rd." L%) o/ $0

Page 3 of 13

1% @et me e7'lain to *o" what ) call Girards @aw of ?D6%

> short time after ) got into b"siness, ) went to a f"neral home to 'a* last

res'ect to the dead mother of a friend of mine% >t atholic f"neral home,the* gie o"t mass cards with name and 'ict"re of the de'arted% ) hae seenthem for *ears, b"t ) neer tho"ght abo"t them till that da*% #ne 0"estioncame "' into m* head, so ) asked the "ndertaker Eow do *o" know howman* of these to 'rintF% Ee said )ts a matter of e7'erience%

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Peo'le talk a lot to other 'eo'le abo"t what the* b"* and what the* 'lan tob"*% #thers are alwa*s offering adice abo"t where to b"* what and howm"ch to 'a*% Thats a big 'art of the eer*da* life of ordinar* 'eo'le% an*o" afford to Ieo'ardi:e I"st one of those 'eo'leF

(o when *o" t"rn awa* one, with anger or a smart-ass remark, *o" are

r"nning risk of getting a bad name among at least ?D6 other 'eo'le withmone* in their 'ockets who might want to gie some of it to *o"%

This is a b"siness attit"de that *o" had better deelo' and kee' in *o"r headeer* working ho"r of eer* da*, if *o" dont want to be wi'ed o"t b*Girards @aw of ?D6% Her* time *o" t"rn off I"st one 'ros'ect, *o" t"rn off?D6 more%

1 Don.t Join the +!ub(

Remember8 )t is *o"r b"siness, no matter whom *o" work for or what *o"sell% >nd the better *o" b"ild it, the more the 'eo'le *o" sell become *o"rc"stomers% Her* min"te *o" s'end looking for wa*s to aoid working costs*o" mone*% 9"t if *o" are 'art of that cl"bb* gro"' of salesmen hangingaro"nd the front door, *o" are not "sing what *o" know, beca"se *o" cantmake mone* hanging o"t with the bo*s%

>mong the faorite to'ics of conersation of salesmen in m* b"siness arewhich dealershi' is best, whats wrong with the 'lace the*re working at, andhow it is better somewhere else where their friend works% 9"t ) hae sta*ed inthe same 'lace all these *ears beca"se what co"nts most is how *o" work, notwhere *o" work%

The message )m tr*ing across is this8 $ont Ioin the cl"b% >nd if *o" are in it,ease *o"r wa* o"t, beca"se it will enco"rage other bad habits and wrong

attit"des%

Dontjoin the club. Instead use all your time to make opportunities.

/ 2i!! the Se%t" on the 2erri" Whee!Page J of 13

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3%4e Sure E5er&bod& 6no)" Wh%t You "e!!

That so"nds like 'rett* elementar* adice, and ma*be *o"e heard it tooman* times alread*% 9"t ) hae r"n into a lot of salesmen who neer tell

'eo'le 4 other than close friends and relaties 4 what the* do for a liing%

)f *o"r sales are to b"siness or ind"str*, *o" ma* think this is not im'ortant orthat it cant hel' *o"% ) sa* it can% Remember the law of ?D6% Peo'le arealwa*s talking abo"t whom the* know and what the* do% ) know of asalesman who sold a C1?6,666 com'"ter serice beca"se a friend told anotherfriend abo"t him%

) beliee that eer* sales'erson o"ght to be 'ro"d of his or her 'rofession% (omake s"re eer*bod* knows *o"re a salesman and the* know what *o" sell%

7 Gir%rd8" Too!bo9(

) had to name the tools that work best to b"ild m* b"siness, the list wo"ld'robabl* not s"r'rise *o" b* this time% )t wo"ld obio"sl* incl"de thetele'hone, m* files, the mail, m* b"siness cards and m* birddogs%

(atisfied c"stomers are the best bet for f"t"re sale% ) "se a diar* to remind me

when to call back long-term 'ros'ects%

St%rt Bui!din Your 2i!e No)(

When *o" make *o"r own card file, '"t down eer*thing *o" notice abo"ta c"stomer or a 'ros'ect% ) mean eer*thing8 kids, hobbies, traels,whateer *o" learn abo"t the 'erson, beca"se the* gie *o" wa*s to talk tothe 'ros'ectie c"stomer abo"t things in which he is interested% >nd thatmeans *o" can disarm him b* leading him into s"bIects that take awa* hismind off what *o" are tr*ing to do, in which of co"rse is to trade him *o"r

'rod"ct for his mone*%

There is nothing more effectie in selling an*thing than getting thec"stomer to beliee, reall* beliee that *o" like him and care abo"t him%

)f *o" ha''en to know the birthda* of a c"stomer, his wife, and his kids,*o" will hae them in *o"r 'ros'ect file%

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A S,%!! but o)er/u! Se!!in Too!

"st eer* salesman has b"siness cards% 9"t ) know a lot of them who dontgo thro"gh a bo7 of D66 in a *ear% ) go thro"gh that man* in a good week% )hand them o"t whereer ) am% ) leae them with the mone* when ) 'a* the

che0"e in resta"rants%

) hae een been known to throw cards o"t b* the handf"l d"ring bigmoments at s'ort eents%

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together *o"rself to b"ild winners% 9"t were going to talk abo"t the wa*s )hae b"ilt m* birddog s*stem to the 'oint where it 'rod"ces ma*be DD6 carsales for me eer* *ear at er* small o"t-of-'ocket cost%

)f *o" hae a tele'hone, a mailbo7, a 'en, a file of 'ros'ects, and b"sinesscards, *o" hae the most al"able tools in the world for doing b"siness% )

g"arantee *o" that the 'ro'er "se of these sim'le tools can make *o" a starselling 'rofessional%

Fill your toolbox-and use it all the time

;0GettingThe, to Re%d the 3%i!

I/ The& Bouht Be/ore< The& %re &our Be"t ro"=ect" No)

The mail ma* be *o"r most im'ortant means of contacting *o"r 'ros'ects andc"stomers on reg"lar basis% The to' 'eo'le on *o"r list, the ones who hae

bo"ght from *o" before and are satisfied with the relationshi', will more than'a* for the e7tra effort and mone* it takes to attract their attention% Those'eo'le will come back to *o" if kee' reminding them that *o" e7ist, in a nicewa*% +a* be *o" hae onl* ?66 or 366 of those 'ros'ects%

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6ee= Your ro,i"e The&8!! Lo5e &ou /or It(

The 'oint is that when *o" hae told 'eo'le *o" will 'a* them for a sale, *o"hae made them a 'romise% fewda*s later, when he gets m* thank 4 *o" card, he also gets another stack ofcards% Ee is now a birddog% Ee is also on m* mailing list, so at least once a*ear he gets a mailing that incl"des m* birddog recr"iting kit as a reminderthat m* offer is still good%> satisfied c"stomer is obio"sl* an eas* so"rce of other b"siness% )f m* dealwas good eno"gh for him, it o"ght to be good eno"gh for his friends and his

relaties, he has to fig"re% That goes to an*bod*% 9"t when ) find that m*c"stomer is somebod* who is a leader, somebod* that other 'eo'le listen to, )make an e7tra effort to make him a good deal and to recr"it him as a birddog%

(ometime 'eo'le wont take mone* from me for sending me sales% )t bothersthem for lots of reasons% )n some cases, the* reall* are gratef"l to me forgiing them a good deal on their own car, so the* think ) hae done eno"ghfor them and the*re glad to send other 'eo'le to me% > few of those 'eo'le

een ret"rn the C ?D che0"e when ) send it to them% )f the* do, ) call them anda'ologi:e for whateer is bothering them% 9"t that does not ha''en too often,*o" can bet, beca"se C?D is C?D%

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There are some 'roblems with 'a*ing 'eo'le cash% )n some 'laces, it isagainst law% 9"t ) do know that in a lot of 'laces *o" can gie 'eo'le gifts orfree serices where *o" cant gie them cash%

What is necessar* in deelo'ing a big and effectie s*stem of birddogs is tomake it worth their while% ) hae fo"nd that C?D or its e0"ialent is the

minim"m amo"nt that will work on most 'eo'le% @ess than that, and there willonl* be a trickle of e7tra b"siness% 9"t ) dont want 'eo'le to feel g"ilt* abo"tgetting 'aid for doing me a faor% ) want them to feel rewarded and ) want tofeel obligated, b"t ) dont want them to feel g"ilt*% +ostl* the* dont, tho"gh,it is not a big 'roblem%

Ho) to %& I/ The& Won8t T%4e +%"h

When 'eo'le tell me that the* dont want to be 'aid cash for sending mesales, ) handle it in a different wa*% )f somebod* is sent in a b* a birddog, )make it a 'ractice of 'hone the birddog and thank him and tell him that ) am

'"tting his C?D che0"e in the mail% )f he sa*s he is not allowed to acce'tmone* beca"se of some em'lo*er r"le for an* other reason, ) tell him that )wo"ld like to do something else nice for him% Then ) contact a good resta"rantin $etroit where ) know the management, ) ask them to send m* birddog acard entitling him and his wife to be m* g"est for dinner% #r if he is not the

sort who wo"ld like that, ) ma* send him a note telling him that he can bringhis car into o"r 'lace for a certain amo"nt of free serice%

) offer these ideas to *o" as wa*s of getting aro"nd whateer legal or other'roblems *o" ma* hae in *o"r area that wo"ld sto' *o" from 'a*ing cash for*o"r birddog b"siness% +ostl*, tho"gh, ) hae fo"nd that if ) send somebod* acheck at his home address, there is no 'roblem%

!ow ) reali:e that in some fields its not ethical to reward a birddog

financiall*, b"t thats no reason to "se them% When *o" ask a c"stomer for areferral *o"re act"all* doing him a faor% Eeres how% +ost 'eo'le like tohel' othersK the* enIo* 'assing along a good ti' abo"t a great deal or a nicesalesman% )f *o" treated them right the*ll be ha''* to tell their friends abo"t*o"% )f the friend also b"*s, it gies the original c"stomer a good feeling thathe was able to hel' a friend% >lso, almost eer*one feels a need to toot hisown horn now and then% 9ragging abo"t what a good deal the* got fills thatneed% When a friend b"*s on their recommendation it reinforces their belief in

their own good I"dgment% @ets face it, *o" and ) do the same thing for the'eo'le we like 4 o"r doctor, dentist, barber and 'ainter% (o wh* hesitate to askothers to hel' *o" b"ild *o"r b"sinessF

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Page . of 13Bird-doin Your Birddo"

#nce *o" hae made contact and hae 'assed the word abo"t the fee *o" 'a*

and left them with *o"r cards, *o" still hae to kee' in to"ch% When things areslow and ) hae some s'are time, ) am likel* to go thro"gh m* birddog file

I"st to see who has not been sending me an* b"siness% Then ) will call "' andshoot the bee:e and ask how come ) hae not been sending them an* C?Dchecks latel*% The* ma* I"st hae forgotten% )f the* were new birddogs, the*ma* not got into the habit of s"ggesting b"*ing a new car from me%(ome of m* birddogs stead* stream of 'ros'ects, beca"se the* sense

o''ort"nities wheneer the* arise% #thers need to be 'rodded at the beginningof the relationshi', and een long afterward% )t is a matter of how eas* or howhard it is other 'eo'le to deelo' the habit of reacting at the right moment toearn that e7tra C?D from me% Her*bod* has to deelo' new habits% )t took mea while to deelo' the sense of who can 'rod"ce e7tra b"siness for me%

) kee' finding 'eo'le all the time, beca"se ) hae learned to look for 'eo'leall the time, whereer ) am% ) go to m* health cl"b after b"siness ho"rs, and )

make s"re that the locker room attendant and the masse"r know what ) do andhae some of m* cards% ) dont make big thing o"t of it, and ) get b"sinessfrom other members witho"t birddogs% 9"t *o" alwa*s hae to watch foro''ort"nities, and sometimes there are certain kinds *o" might not e7'ect inadance%

A 2reebie Th%t Wor4" /or You

> lot of time *o" will be a''roached b* 'olice and sheriffs and firemen to b*

tickets for their social f"nctions% Hen the mailmen hae them in some 'laces%) am s"re *o" hae the sense not to t"rn down 'eo'le like that for a lot ofreasons, es'eciall* if *o" are in b"siness% 9"t ) hae fo"nd that the* makefirst-rate birddogs% (o when ) get the chance, )ll b"* their tickets and offerthem a stack of m* cards and tell them abo"t m* C?D 'olic*% The same worksfor fraternal organi:ations% When their 'eo'le come aro"nd selling ads in their

'rogram books of their affairs, ) alwa*s b* an ad% 9"t ) dont go for thosereads8 #+P@)+H!T( #; > ;R)H!$% +ine alwa*s sa* something like that

read8 9H(T W)(EH( ;R#+ #H G)R>R$, +HR#@@)( EH&R#@HT% )send a stack of cards to the 'erson who solicited the ad% >nd if ) hae thetime, ) go to their f"nctions, beca"se the* are good 'laces to meet 'eo'le andlet them know what ) do for a liing% ) know that a lot of other 'eo'le,

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incl"ding dentists and ins"rance salesmen, do the same thing% 9"t that onl*'roes that it is a good wa* to b"ild *o"r b"siness%

>n*bod* talks to other 'eo'le eer* da* in his work can be birddog% >ndkee' in mind es'eciall* those 'eo'le who traditionall* dont make m"chmone*% ) hae heard other salesmen com'lain sometimes abo"t birddogs

when the* first start to "se them% #ne fellow said to me, ) started giing o"tcards a month ago, and ) hae not got a single sale from an* of them% +*answer is alwa*s the same8"ust be patient. #ou have planted the seeds. "ustkeep on plantin!. $here will be plenty to harvest. @ast *ear, as ) said, ) soldabo"t DD6 cars thro"gh birddogs% > lot of salesmen wo"ld hae been ha''* tohae that as their total sales for the *ear% >nd ) dont know how man*c"stomers ) sold thro"gh word of mo"th that started with cards ) 'assed o"t to

birddogs% The chain is endless if *o" kee' it going% >nd the cost is almost

nothing, beca"se it is all e7tra b"siness%

%ayin! &'( can make you hundreds) but you really have to pay it to !etthat payoff.

;$ 6no)in Wh%t You8re Doin %nd Wh&

You Don8t H%5e to +!o"e Better to Se!! 3ore

Remember that we hae been talking abo"t 'lanting and haresting% Wehae been talking abo"t the odds and 'robabilities of b"siness% !ow there isno wa* *o" can do"bt that if *o" do eer*thing in the face-to-face sellingsit"ation e7actl* the wa* *o" hae alwa*s done it before, *o" will sell a lotmore if *o" do it a lot more% We are now talking abo"t nothing abo"t 0"antit*%

Page / of 13) am deadl* serio"s% )f *o" get twice as man* 'eo'le to come to *o" eer*da*, *o" will sell twice as man* 'eo'le *o" "sed to% )f *o"r normal 'ace tosell D6 'ercent of *o"r c"stomers, and *o" hae two a da*, *o" get one sale

'er da*% That is basic arithmetic%

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get more 'eo'le to come in to see *o"% >nd een if the* onl* b"* as often andas m"ch as before, *o" will be on a 'ermanent hot streak com'ared to *o"r"s"al ol"me% Eow to boost *o"r kill rateL is another stor*, and well get tosome 'art of it%

Wor4 S,%rt- Not H%rd

) am not Ioking% What ) am sa*ing is that the wa* to get the Iob done is todecide what it is 4 eer* da*% ) mean *o" m"st 4 ) dont sa* sho"ld- take sometime eer* morning and decide what *o" are going to do that da*% Then *o"m"st do it% $ont get me wrong% ) am not sitting here and 'reaching abo"tglories of hard work% ) dont beliee in hard work% ) beliee in smart work% )

beliee in effectie work 4 work that works%

Lo"e One D%& But Not $0

9"t ) want to sa* one thing abo"t m* work sched"le% )f ) get "' in themorning and feel de'ressed for some reason and ) cant shake it, ) ma* decidenot to go to work at all% >nd ) dont recommend not working as a wa* to

b"ild b"siness% 9"t sometimes *o" know *o" I"st arent going to be worthan*thing on the Iob% )f *o" go in on that da*, *o" ma* wind "' making a badmistake or getting into fight with somebod* that *o" cost *o" ?D6 'eo'le%

)f *o" reall* are coninced that *o" wont do an*bod* an* good b* going towork for a morning or an afternoon or a whole da*, then dont do it% 9eca"se*o" dont want to carr* dissatisfaction of an* kind into *o"r 'lace of b"siness%The* can be like a contagio"s disease% )f those feelings kee' "' more than ada*, *o" hae got 'roblems that ) cant hel' *o" sole% 9"t if the* ha''en I"stonce in a while, then 'lan *o"r da* to do something else%

#ne s"re wa* to get oer the dissatisfaction of a bad da* is to reiew that da*

and tr* to "nderstand wh* what ha''ened to *o" ha''ened% ) do that at theend of eer* working da*% ) re'la* the da*, e7amining eer* sale ) made andeer* one ) lost% Thats right% ) dont sell eer*bod* ) see% Which is wh* )s'end so m"ch of m* mone* and energ* making s"re that ) will see a lot of

'eo'le% ) 'la* the 'ercentage ) recommend that *o" 'la*% +a*be ) sell onl*half the 'eo'le ) see in a da*% 9"t that "s"all* means that ) see at least ten

'eo'le and sell at lest fie of them% ) hae been aeraging better than fie cars'er da* eer* da* in recent *ears, not beca"se ) hae high kill rate b"t beca"se

) hae a high 'ros'ect rate%

9"t ) go oer eer* contact ) made d"ring the da*% What did ) sa* to thatfellow that finall* made him b"*F Wh* did the other g"* reall* not b"*F Was

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he I"st sho''ing for s'ortF #r is that too eas* wa* to e7'lain awa* somemistake ) madeF When ) first began to do this c"stomer-to c"stomer anal*sisof m* da*, if ) co"ldnt think of a mistake ) made, ) wo"ld sometime call "'m* c"stomer ) lost% ) wo"ld tell him who ) was and wh* ) was calling% Peo'le"s"all* want to hel' *o"% )d sa* ) was tr*ing to learn the b"siness and learnfrom m* mistake%

)ncidentall*, m* re'l* to each da* is not is not I"st m* idea% (ome of thegreatest and most s"ccessf"l 'eo'le in histor* deelo'ed this habit andattrib"te m"ch of their s"ccess to it% ) know that for the time it takes me ) hae

been rewarded handsomel*% Want some good adiceF Tr* it%

Page of 13Peo'le sometimes think that the* know more abo"t themseles and theirfeelings and reactions than the* act"all* do% >nd there is nothing moreim'ortant to learn abo"t *o"rself than the difference between the wa* *o" see

something and the wa* the g"* on the other side of the deal see it%

9eca"se *o" neer want to be on the other side%

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confrontation and tr* to see where *o" failed to conert him% 9eca"se chancesare *o" did fail%

"st kee' in mind that somebod* who is I"st looking ma* reall* be sa*ingthat he is scared of *o" *o"r abilit* to grit him to 'art with his mone* 4 eenif it is for something he reall* wants to b"*% #ne thing that ) hae fo"nd - it is

something nobod* likes to admit 4 is that ma*be somebod* else sell a 'ersonif *o" cant% > lot of b"siness re0"ires that a salesman t"rn oer a c"stomer tosomebod* else in the 'lace before the* let him walk%

;' Hone"t& I" the Be"t o!ic&

When ) sa* that honest* is the best 'olic*, ) mean e7actl* that8 )ts a 'olic*and the best one *o" can follow most of the time% 9"t a 'olic*, as ) mean it, is

not a law or a r"le% )t is something *o" "se in *o"r work when it is in *o"rbest interest% Telling the tr"th "s"all* is in *o"r best interest, of co"rse,es'eciall* if it is abo"t something that a c"stomer can check "' on later%

#ou never !et cau!ht by tellin! the truth or makin! a prospect feel !oodwhen you stretch it.

;* 2%cin the +u"to,er

) make a lot of mone*, and ) hae for *ears% >nd ) like good clothes, and wearthem wheneer ) can% 9"t one 'lace ) do not wear m* best clothes is to work%$ont get me wrong% ) dress neat and clean% !othing chea'% ) beliee asalesman sho"ld look as m"ch as 'ossible like the 'eo'le to whom he sells%>nd in m* area the* are mostl* working 'eo'le% The* work in the factoriesand offices aro"nd here, and the* work hard for their mone*, and the* are notin the to' brackets% (o if the* walk in and met b* a g"* with clothes that looke7'ensie, the* get een more scared than the* were before%

Loo4 Li4e You8re Their 6ind o/ Gu&

When the* see me for the first time, the* rela7 a little% 9eca"se ) wear a s'ortshirt and slacks% ) neer wear clothes that will antagoni:e m* c"stomers andmake them feel "neas*% fter all, the* think, if this fellow sells so

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man* cars, he m"st be giing good deals% >t least thats what ) want to think,and its tr"e%

Page 16 of 13Get The, Ob!ied to You

)f he brings his kid in, ) hae got balloons and lolli'o's for him, and ) haegot b"ttons for eer*bod* in the famil* that sa* nothing b"t ) like *o"%>n*thing ) '"t in his hands and his famil*s hands makes him feel a littleobligated to me, not too m"ch b"t I"st eno"gh%

Get them with you from the start and theyll stay with you.

; "e!!in the S,e!!

Peo'le like to tr* things o"t, to to"ch them, to 'la* with them% We arec"rio"s% !o matter what *o" sell, look for wa*s in which *o" can demonstrate*o"r 'rod"ct% The im'ortant thing is that the 'ros'ect 'artici'ates in the

demonstration% )f *o" can a''eal to their senses, then *o" are also a''ealingto their emotions% )d sa* that more things are bo"ght thro"gh emotions thanthro"gh logic%

Gettin Hi, Hoo4ed

When ) talk abo"t hooking the c"stomer and making feel obligated, ) dont tomean to sa* ) am doing an*thing bad to the 'erson% There is neer a 'oint in aselling sit"ation, een after he signs the order, when he cant sa* no and back

o"t% (o he is in e0"al terms with me% 9"t ) feel that ) hae a 'erfect right toass"me that if somebod* comes to m* 'lace of b"siness to see me, he is there

beca"se he is interested in b"*ing a car from me% )t is m* d"t* to him, as wellas to m*self, to hel' him to clear "' his do"bts and fear and b"* a car%

When ) talk abo"t smell, ) reall* mean it% 9"t it stands for a lot of thingsbesides the smell itself% To me, the smell of a new car stands for thee7citement of the e7'erience% ;or most 'eo'le, me incl"ded, b"*ing

something new, een as ordinar* as b"*ing a new shirt, is e7citing% ) want totake it home and '"t it or show it off%

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)t is all 'art of what ) call the smell% That feeling, *o" co"ld almost sa*, sellsthe car b* itself% >lmost, b"t not reall*% 9eca"se a lot of salesmen dont"nderstand it, so the* dont "se it% nd let me tell *o" that, as far as ) am concerned,eer*bod* is 0"alified to b"* a car from me% That is wh* ) like to think of this

'art of selling Iob as an es'ionage and intelligence% ) want to know what thec"stomer wants to do what he o"ght to do and what he can afford to do%

What ) look and listen for are things that will o'en him "', get him talking, sothat he will tell me abo"t himself, his needs, and his abilit* to 'a*% 9"t ) dontalwa*s let him make those decisions% &er* often, ma* be maIorit* of thecases, ) decide% 9eca"se the c"stomer often doesnt reall* know what he canhandle and what he sho"ld b"*%

+ost 'eo'le dont "nderstand eno"gh abo"t life ins"rance to know what the*need, so the* let their salesman decide% When it comes to clothes, 'eo'leknow the* want something different, something fashionable, or atleastsomething that wont make them look cons'ic"o"s beca"se it is o"t of st*le%(o the sales'erson works it o"t with them% )ts a kind of negotiation, based onwhats in st*le, whats aailable, and what looks good on them%

Page 11 of 13!o clothing salesman in his right mind will sell a 'erson something that willmake him look awf"l% 9"t 'eo'le can disagree on how someone looks in

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something% (o there is a wide margin for making those kinds of decision b*both c"stomer and salesman%

(o *o" are 'la*ing a game with the c"stomer, tr*ing to find o"t whats bestfor him no matter what he sa*s% 9eca"se whats best for him is best for *o", ifwant him to s'eak well of *o" and come back someda* for another one% >nd

dont forget that, at this 'oint, *o" are dealing with a scared man%

Her*bod* hates silence, and most 'eo'le want to I"m' o"t of silence% @et*o"r c"stomer do that% @et him talk beca"se he cant stand the silence% @et himoffer *o" the cl"es to his hesitation and rel"ctance% Loc4in The, ?

> lot of salesmen lose sales beca"se the* moe too hard too soon% The* start'"shing a 'en in the g"*s face before the* know an*thing abo"t him andwhat he wants% (o the* chase him awa* no matter how bad he reall* wants to

b"*% >nd a lot of salesmen start to close witho"t haing a clear sense of their

own want%

Eoweer good *o" are at 'ers"ading a c"stomer to b"* more, be s"re heknows what he has agreed to before it is too late% #therwise *o" had made a

bad sale% >nd not onl* hae *o" h"rt *o"rself b* h"rting *o"r c"stomer% ll *o" hae to do is "se *o"r head and 'lant eno"gh seeds and fills in eno"ghseats% )f *o" do it right, *o" will be able to make a fine income and lie with*o"r conscience% ) hae 'roed that it can be done%

,losin! If he comes that far) he wants to buy. ever for!et that and youllwin a lot.

;@ Winnin %/ter the +!o"e

The first thing ) do after ) make a sale is to 're'are a file card on the b"*erwith eer*thing ) know abo"t him and what he bo"ght% >t the same time, a

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s'ecial thank-*o" letter goes o"t to the c"stomer% ) g"ess its 'rett* obio"sthing to do- to thank the c"stomer for b"*ing from me% 9"t *o" wo"ld bes"r'rised how man* salesmen dont do it% This means that m* thank-*o" isnoticed in that ho"se, beca"se it is so rare%

+* thank-*o" tells the c"stomer how ha''* ) was to sell him the car that he

wanted% )t also reminds him that ) will 'a* C?D for an*bod* he sends in to mewho b"*s a new car% This is a er* good time to remind abo"t being a birddog%nd ) know ) haeto s'end a lot of time and mone* to do it% )t cost me lot of m* commissions todo the kind of b"siness ) do% 9"t it is worth it, beca"se ) sell more, feel betterabo"t m* work, and 4 and with what ) s'end to get b"siness 4 still get to kee'more after ta7es than an* other retail a"tomobile salesman in this co"ntr*%

There is nothing abo"t that in the G"inness book, b"t )ll bet it is tr"e% (o if*o" are listening to me, kee' on listening, beca"se this is all abo"t satisfactionand mone*% >nd nobod* can tell me that all the efforts it takes to sell nearl*

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1,J66 cars and make aro"nd C?66,666 *ear is not worth it, if *o" are a realPR# in *o"r b"siness%

2eep sellin! after the close the money !ets even bi!!er.

;7 A!! the He!= You +%n Get

Remember that nobod* sells all alone% To sell *o"r c"stomers, *o" "se hel'whether *o" think of it that wa* or not% nd one of the most im'ortant isthinking smart% Whateer *o"r b"siness is abo"t, howeer it works, it can beim'roed% There is no 'erfect wa* to do b"siness%

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wa* to do things better if *o" s'end eno"gh time thinking abo"t it% 9"t *o"hae to think in wa*s that will hel' *o" get new ideas%

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'rocess of s"ccessf"l selling means endless "se of *o"r mental reso"rces%There is no final cha'ter% The 'rocess I"st kee's on starting oer and oer%

Think abo"t the fear *o" hae sometimes felt when *o" went to b"*something% Then *o" can begin to "nderstand whats going on in *o"rc"stomers head when *o" meet him% Think of how 'eo'le look for a friend

when the* are scared, and then be that friend% +ake *o"rself a friend that *o"rc"stomer can tr"st and beliee in%

$hat !uarantee still holds. If I did it) you can do it. I !uarantee it.

;(The W%& to Winnin Attitude %e No;

Train the sales 'ersons for deelo'ing attit"de of s"re winners and to

deelo' own s*stem ofselling b* "nderstanding c"stomer needs and re0"irements%

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$( Gir%rd8" Too!bo9 %e No *

- >''eal to c"stomers to &)()T >G>)! W)TE ;R)H!$(L in bills

- (enior staff and sales staff to gie the isiting cards to 'ros'ectie

c"stomers which entitle them disco"nt- To maintain a list of reg"lar c"stomers and be in to"ch with them

- To get feed back from the c"stomers for their 'resent and f"t"rere0"irements

' Tr& to Se!! E5er&bod& You T%!4 To %e No

+otiate o"r staff and workers to talk abo"t o"r 'rod"ct while

traelling, +eeting 'eo'le'"blic 'laces, friends etcK

%e No(

J - +ake ("re Her* bod* Anows What