Practical, real-world sales advice you can apply immediately to improve your numbers
In Coffee's For Closers: The Best Real Life Sales Book You’ll Ever Read, veteran sales leader and coach Tony Morris delivers a can’t-miss, hands-on guide to becoming the best salesperson you can be. This is not a book filled with high-level theories - rather it is a book that offers innovative and easy-to-understand sales techniques you can apply immediately and integrate into your daily life as a salesperson.
In the book, you'll explore tried-and-true, step-by-step tutorials on getting past gatekeepers, cold-calling, questioning, listening to customers, and crafting airtight proposals. You'll also find:
- Expert tips on gaining commitment and closing, as well as advice on how to handle prospects' objections and stalling tactics
- Ways to generate leads, build rapport with customers, prepare for your next sales call, and even manage your time wisely
- Strategies for handling rejection - a frequently encountered experience for every salesperson
A practical blueprint for sales success that is heavily informed by real-world experience and commonsense, Coffee's For Closers will become one of those essential resources you rely on to inform your everyday approach to sales.
Table of Contents
Foreword xvii
Preface xxi
About the Author xxv
1 Introduction to Sales 1
Do Not Listen to Respond, Listen to Learn 4
Asking Intelligent Questions 4
Mindset 5
The Lesson 7
The Whale 8
Tenacity 18
Why Do People Buy? 25
2 It Is Not Just About the Destination 29
3 Give, and You Shall Gain 37
4 Every Second Counts 43
5 Preparation 51
Preparation for a Call 57
The A-Z of Success 61
Prepare for a Meeting 71
6 My Best Sales Lesson Yet 77
7 Motivation 91
Reflect on Past Triumphs 99
8 Building Rapport 105
What Is Rapport? 105
Using Keywords 114
The Two Golden Rules of Rapport 116
9 Who Is Your Ideal Client? 123
Building Your Hit List 128
Strategic Alliances 129
How to Be Seen as the Expert in Their Field 132
10 Getting Past the Gatekeepers 139
Voice Mails 144
11 Smart Calling 147
Funnelling Process 157
12 Direct Marketing 159
13 I Only Have Capacity for Seven Clients 171
14 Questioning 183
Tag- On Questions 187
Statement Question 188
Opinion Question 188
Replay Question 188
Clarification Question 189
Future Pace Question 189
Pain Questions 190
Benchmarking Question 191
Decision- Maker Questions 191
Thought- Provoking Questions 192
Discovery Questions 193
Why Do We Ask Closed- Ended Questions? 194
15 Listening 195
A Smart Salesperson Listens to Emotions, Not Facts 195
Limit the Time You Speak 196
Reflective Listening 196
Tag- On Questions 197
Improving Active Listening Skills 199
Opportunity Antenna 201
Listening to What Is ‘Not’ Shared 202
Listen to Learn 206
16 As Nike Says, ‘Just Do It’ 209
17 Conducting a Meeting 213
18 Proposals 219
19 Selling with NLP 223
What Is NLP? 223
How People Buy 228
NLP Epistemology - The Communication Model 229
Internal Representation 229
Selling to Visual Learners 233
Selling to Auditory Learners 234
Selling to Kinaesthetic Learners 234
Selling to a Group 235
20 Handle the Person, Not the Objection 239
Why Do You Think People Object? 240
What Do We Do if the Client Has an Objection? 241
Market Is Not Good at the Moment (Property) 242
Bad Experience 243
Need to Speak to My Partner 244
I Am Happy with My Current Supplier 245
Your Product Is too Expensive 249
Send Me Information 250
Your Competitor, Who Is Very Similar to You, Is Cheaper 251
21 Positive Words and Language 253
22 Lead Generation 259
Lead Generation Ideas If You Work in Recruitment 263
Pipeline 264
23 Gaining Referrals 267
24 FAB Selling 275
25 Cross- Selling and Upselling 283
Create the Need and Fill It 285
26 Handling Rejection 289
27 Six Components of Success 293
Talent 294
28 Negotiations 297
Rule 1 300
Rule 2 302
Rule 3 302
Rule 4 303
Rule 5 304
Rule 6 305
Rule 7 305
Rule 8 306
Rule 9 306
Sell the Difference 307
29 Time Management 309
Unnecessary Meetings 316
Elephant Tasks 316
30 Gaining Commitment and Closing 319
Examples of Some Closing Techniques 322
31 Howlers 329
My First B2B Sales Job 329
My First Field Meeting 330
Call Centre Selling Gas and Electric 331
Double Glazing 336
Door- to- Door Sales 338
32 Conclusion 341
Complimentary Resources 343
Tony Morris International 345
Mention of Studies or Research 347
Book Mentions 349
References 349
Book Mentions 350
Index 351
