On Business: Introductory Review of The Little Red Book of Selling

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This is my minimalistic review of the introduction to the little red book of selling.

Lessons

Be Liked

The very first lesson we learn is that if a customer likes you, they believe in you, trust you,
and then
they MIGHT buy from you.

More importantly, people DON’T like to be sold to, but they love to buy!

Why do people buy?

Between learning "how to sell," and, why do people buy:
Learning why people buy is 10000x more important!

Many think they know why customers buy, but in reality they don’t. This is proven when the seller observes:

1. Receiving price objections;

2. Have to send bids or proposals;

3. A customer claims to be "satisfied with the present supplier";

4. No one is returning their calls;

5. Customers complain the economy is slow.

Here is the truth:

Trust

People buy because they LIKE their sales rep. They like them and from that they have TRUST.

1. They understand WHAT they are buying.

2. They see (operating on) the difference between the person and the company there buying from.

3. They know the value of the product there purchasing.

4. They have faith in (the expectation of) their sales representative.

5. They have confidence in their sales representative.

6. They have comfort with their sales representative.

7. They feel their needs are satisfied by the product or service.

8. The price seems fair (will not verify, needs to feel instead).

9. The product or service will increase their productivity - perceived cost reduction.

10. The product or service will increase their profit - perceived revenue increase or cost reduction.

11. IMPORTANT: They feel that — the salesperson is trying to help them build their business to earn the sale. Such a salesperson feels valuable to them.

Understand your customer:

The best way to understand your customers

1. Call the best of them;

2. Invite them to a seminar on how to build THEIR business;

3. Offer great luxury and food;

4. Tell them there will also be 15–20 minutes worth of questions on how to improve.

   • Strengthen their relationship;

   • Craft some questions about how you meet their needs;

   • Ask them for what they are looking for in a vendor/partner;

Record the session to study over and over.