How to Master the Art of Selling Anything: Updated

Almost 40 years ago, Tom Hopkins taught us to
sell anything in his book, How to Master the Art of Selling. At the time, it was a groundbreaking book, and it was incredibly-well received, selling millions and millions of copies. The challenge that I see is that most salespeople are still using a lot of those same outdated techniques that were relevant 40 years ago. The art of selling anything
has changed dramatically. In fact, most of what
you would have learned in Tom Hopkins’ book is
barely even relevant today. In this video, I’m gonna show you how to master the art of selling
anything in today’s world. Check it out. Number one, stop trying to sell anything. This romantic idea of the salesperson who is so great that they can literally sell anything to anyone is ludicrous. If you are a great salesperson, the first thing that you want to do is make sure that what
you’re selling is, in fact, both desirable and needed
by your ideal client, and that your ideal client has money that they can invest in your solution. So, before we go any further, think about that right now. Is what you’re selling right now, is it desirable and
necessary to an ideal client who would be willing to invest in it? If not, it’s time to switch
gears or switch organizations to make sure that what you’re
selling fits that criteria. So, for the rest of the video, we’re going to assume
that that’s the case. I’m gonna walk you through a framework to ensure that you can sell your offering to that ideal client. Number two, challenges. It’s time to focus on the
challenges your prospects have. For years and years,
we were taught by gurus like Tom Hopkins that our
prospects should have interest. This is simply an old-school
way of looking at sales. Focusing on interest is actually
focusing on your offering, not on the prospect, right? What’s most critical is to
understand the challenges that our prospects are
facing within the domain of what you’re offering
can actually solve. That means starting your interactions by understanding what are their
most critical challenges from their perspective? You can start that conversation by suggesting a couple of common challenges that you’re seeing in the
marketplace right now. This is both going to show
that you have some expertise, but it’s also going to engage them in a conversation around their challenges. Number three, upside. Just understanding what’s
holding them back is great, but you also need to understand the value of solving those challenges,
because if you don’t, you’re likely to cause your prospect to really not see the value
in what you’re selling. This means asking a question like, “If you were able to solve the challenges “that we’ve discussed, “what would that mean in increased revenue “or profit to the organization?” We want to be sure to have them actually do the math themselves, not you. I see salespeople all the
time who tell the prospect what the increase in revenue will be, but you don’t wanna give them the number. They should be able to
do that math themselves. It can be very simple, but it makes it so much more powerful. Number four, personal. What’s in it for them? One of my mentors used to say that behind every corporate objective is a personal objective. If you don’t understand
what’s in it for the prospect to solve their challenges, then you’re missing out on
a key piece of information. This is critical. Just because a challenge is
costing the organization, we shouldn’t then assume that
it’s personally important to our prospect. We need to be fully certain
that these challenges are affecting your
prospect in a personal way, in order for them to
really have the motivation to make an investment in your solution. Number five, budget. Get money on the table
before showing your solution. Salespeople are always reticent to talk about money with prospects, and most of us have been
taught this since childhood, that it’s rude to talk about money. But in sales, if we don’t talk about money before presenting our solution, we’re doing one of two things. We’re either ruining the sale by blowing the prospect out of the water with a price that they can’t afford, or, we’re going to leave
significant money on the table by giving a price that is a lot less than what the prospect was
actually willing to invest. So, be sure to talk about money before you present your solution. Number six, authority. Determine who is part of this decision. This last piece of our
sales process requires that we understand the
decision-making process. We never want to assume that the person that we’re talking to is the exclusive decision-maker
for this opportunity. Even if you’re talking to
the CEO of an organization, they still often need to run something by some subordinates, or a
board, or maybe the chairman. We need to understand what
that decision-making process is before we present the solution. So, a simple question, like, “Linda, what’s your typical
decision-making process “for a project like this?” That’s going to give
you tremendous insight into the prospect’s actual authority. So, there is how to master the art of selling anything in today’s world. I wanna hear from you. Which of these ideas did
you find most useful? Be sure to share below
in the comments section to get involved in the conversation. And if you enjoyed this video, then I have this awesome free e-book on 25 tips to crush your sales goal. Just click right here to
get instant access to it. Also, if you got some value, please like this video below on YouTube, and be sure to subscribe
to my YouTube channel by clicking right here, my little face, to get access to a new video
just like this one each week. Until next week.

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