sales training: report from master sales trainer

8/4/2019 Sales Training: Report From Master Sales Trainer

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The Seven Deadly Sins Of Sales

The Most Common Sales Mistakes That Will

Kill Your Commissions, Break Your Deals,

And Cost You Money

By: Joshua Fuson

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Copyright2011HBSA,IncAllRightsReserved. DuplicationOrReproductionIsStrictlyForbidden


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Copyright Notice

Copyright 2011 HBSA, Inc. All rights reserved. Content may be freely distributed, but not

sold or reproduced for profit by any entity without prior written consent.

Copyrighted materials cited in this course are reproduced here for educational purposes only

under fair use provisions of U.S. Copyright law.

This publication is designed to provide accurate and authoritative information with regard to the

subject matter covered. It is provided with the understanding that the author is not engaged in

rendering legal, accounting, or other professional advice. If legal advice or other professional

assistance is required, the services of a competent professional should be sought. Joshua Fuson

and HBSA, Inc. individually or corporately, do not accept any responsibility for any liabilities

resulting from the actions of any parties involved.

If you have any questions as to the terms of this notice, please write us at:

HBSA, Inc

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West Des Moines, IA 50266

Or email us: [email protected].

Disclaimer

Im not politically correct. Sometimes I swear. I dont use he or she equally in my writing

not because I have some weird axe to grind or a hangup with equality (I actually think females

have a distinct advantage in selling situations), but because I think it looks stupid to write he or

she its wordy and unnecessary. Im not trying to offend this is how I talk and write. If thatoffends you, then I apologize in advance. If you are easily offended, then you might as well save

yourself the time and go read something else. This work is based on years of real-world sales

experience not academic theory. I sincerely hope it helps you in your career and life.

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Because only one thing counts in this lifeget them to sign on

the line which is DOTTED!

- Alec Baldwin, Glengarry Glenn Ross

Question: Do you hate salespeople?

I dont hate them but I dont like them very much. And its not for the reasons you

might think.

Many people have a very negative image of the sales profession, and those who

choose to engage in it. Ive even seen many salespeople that have a negative image oftheir own profession. They say they are in business development or they try to church

it up with some sort of vague, professional descriptionwhen the reality is that they are

paid to sell. As if selling for a living is something to be embarrassed about or ashamed

of.

But why is that?

What exactly is there to dislike about sales and selling?

Some think that sales people are inherently dishonest that they will promise one thing

and deliver another, all in the name of making a quick commission.

Some think that all sales people will try and stack pressure on them to make a sale

that they will be forced into buying something they dont really want or need.

Some think that sales people will try and make whatever they are selling sound great

even if it sucks. Or that sales professionals lack objectivity and honesty in the way they

present the product, service, or opportunity they are selling.

If we put the profession under a microscope, we see that it doesnt enjoy a super-

positive image. I mean, you hear parents and grandparents bragging about their kids if

they are doctors or lawyers or engineers. But you typically dont hear a mom or

grandma bragging about her son the salesman.

So theres all this negativity towards the sales professionand yetits the highest

paid profession on the planet.

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We all know that sales is one of the few professions that have unlimited earnings

potential. I can personally vouch for the fact that the sales profession is the most direct

path to a fantastic income.

There are several other perks beyond high earnings. Things like flexible hours and

scheduling, the possibility for residual income, meeting great people, and a very excitingday-to-day work environment.

Not only that, but once you know how to reallysell, you never have to worry about how

you will generate income again. The ability to generate sales is one of the most

transferable skill-sets that you can ever acquire. No matter what the economy may be

doing, you have a high-demand skill-set that will command top-compensation from any

company worth their salt.

All these good perksand yet so many folks hate the sales profession and the sales

people that are in it.I dont know exactly why that is. But allow me to submit one idea that you may not have

considered:

People hate sales and sales professionals because many of the

people in the profession completely suck at their job.

Many sales people are just terrible. They have bad attitudes, poor skill-sets, and

questionable ethics. They flake out. They dont return calls. Instead of treating the

profession as an art and craft, they look at it as just another job to pay the bills. Clients

are just dollar signs. Products are just a means to an end. Truth be told, the sales

professional would be happy to just bag enough beer money to have a good weekend.

Bleh.

If you are a salesperson, and Im describing you then let me tell you that I dont think

this situation is necessarily your fault. The ugly reality is simply this: there is a

tremendous void in the sales training department of most organizations. Ive seencompanies develop sales training programs that are comprised of throwing the trainee

at a more seasoned (but equally under-trained) sales rep that could care less about

their job. After shadowing the other under-trained guy, the organization deems the

trainee qualified. And the circle of underachievement repeats itself.

Some companies dont even go that far. They think of their sales professionals as

order takers people who are viewed as liabilities as much as assets. They dont have

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much confidence in their sales reps they think theyll screw up the sale. So instead of

investing into their sales professionals, they invest in creating fancy brochures, knock

em dead powerpoint presentations, and beautiful websites and videos, all in an effort

to dummy proof the sales process. They focus on generating more and better leads,

or on getting the message out using mass-media. All the while, the lowly sales

professional is mostly ignored an under-developed asset that has more selling

potential than any brochure or powerpoint could ever have.

While I love generating leads and websites, I know that when it comes to generating

revenue, there is nothing so powerful as having a highly-trained, professional, and

motivated sales person ready for the job! Nothing is his equal.

Would you like to be that person?

I hope so. I hope youre wanting to be the highest-earning sales professional in yourorganization. I hope you want to be the envy of your colleagues, the pro that sets the

standard for everyone else!

Im going to show you why you dont have to be a slime-ball to be in sales. That in fact,

REAL sales professional never, ever lie. That REAL sales professionals are good on

their word not just most of the time, but ALL the time, EVERY time. That REAL

closers get the deal done precisely because of their integrity and ability to make the

client feel great about the whole process from start to finish. That REAL sales

professional are amongst the highest paid people in the world simply because there are

SO FEW who really know how to do it properly.

And Ill tell you this - if you are willing to flush all the nonsense youve been fed up to

this point about selling, and honestly look in the mirror and commit to holding yourself to

the HIGHEST personal and professional standards in this great industry, then you will

enjoy the increased confidence, sky-high income, and sense of self-worth and

accomplishment that is a part of becoming a MASTER Closer.

Stop And BreatheThe first thing that we must do in this process is to help you CEASE AND DESIST from

killing your sales. If you are currently a sales professional, then you are in selling

situations already (if you happen to not currently be selling anything, then you have the

advantage of learning this before making a bunch of mistakes!)

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I have included a short bio at the end of this report for you to read over - you can see

some of my experiences there. The bottom line is that at this point, Ive had the honor

of working with, helping, and training over 120,000 sales professionals and

entrepreneurs from all over the world. That means Ive been able to observe, first-hand,

some of the most common mistakes that rob hard-working sales professionals of their

much-deserved commissions. And youd be surprised just how frequently these

mistakes are made.

If you are committing any of these sins, then you will notice an immediate bump in your

sales if you simply stop it. Easy enough, eh?

Deadly Sin #1 Being Needy

Your ability to close the sale is inversely proportional to how much you need to close the

sale. The more you need it, the less likely youll get it.

Yes, you have bills that need to be paid. Yes, you have mouths to feed. I understand

that. But your prospect doesnt care. Your prospect cares about getting their needs

met. And thats the only thing the prospect cares about. They will not buy from you

because they feel sorry for you.

This may sound harsh, but its the absolute truth. The prospect isnt worried about your

commissions. And if you are worried about your commission, then it will bleed through

in your communication with your prospect. And for whatever reason, they will NOT

move forward if they sense that you needto make the sale.

I dont know how or why it works this way I only know that it is indeed the way it

works. What you communicate your tone, your verbiage, the vibes you give off

has to be 100% focused on HELPING and SERVING the prospect. Anything less, and

the prospect will bail. Theyll find some reason to stall. You wont get the deal done.

And thats that.

You must approach each selling opportunity from the mindset of focusing solely and

completely on THEIR needs not yours. The more you need it, the less likely you are

to get it.

Master Closer Says Many a sale is shot by the selfish closer. Forget your needs,

and they will be met. Focus on your needs, and prospects will fly to a competitor.

Focus on prospects needs, and they will fly to you.

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Deadly Sin #2 Selling Feature-Benefit

This selling model has been around since the stone ages. Talk about the features,

then talk about the benefits they give the client. I think the reason this is taught is

because its easy. You can just give your pitch and not have to worry about the hard

stuff (like listening to whats important to your client). I think it was invented so sales

people can feel good about losing. I told em the features and the benefits. What more

could I do? I cant MAKE them buy anything.

While you certainly cant make anyone buy anything, you are in a unique position to

help them make a decision. And if you think your job is to simply recite a list of features

and benefits (as if youre the talking version of brochure) then somebody dropped the

ball when they trained you how to sell.

Features and benefits can be listed on brochures. If you can be replaced by a

brochure, then you arent doing your job to the level that you could, and you certainly

arent earning up to the potential that you could period.

Allow me to submit to you a different model for consideration:

Problem-Solution.

Problem-Solution means you start by finding out what your potential client needs, and

then connect the solution to what youre selling.

Not what you THINKthey need, and not even what THEYthink they need what they

REALLY need.

For example if a guy goes into a hardware store to buy a drill, the average sales guy

will simply think that his job is to sell a drill. He walks them over to the drill aisle, andstarts talking about drills (usually by price point).

Very few salespeople would actually consider that the only reason the prospect is

buying a drill is because he wants to be able to drill a hole in the wall.

Hes not wanting a drill. He wants a hole in the wall.

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Your prospects probably arent buying what you think theyre buying from you, either.

You may think you sell supplements, clothes, insurance, cars, real estate, or software.

Whatever it is, there is a core emotional element behind that purchase that is driving the

sale. Your prospect wont be able to verbalize it without your help, but it will be the final

say in whether or not a sale is made.

This core emotional element is like the over-protective father that needs to be asked

permission before allowing his daughter to get married. Hes irrational, emotional, and

more than a little crazy. But he has the ultimate say hes the final authority. To spurn

him is to shoot yourself in the foot. Win him over, and everyone is happy.

Master Closer Says You dont sell products. You sell solutions to problems. You

find the prospects problem; you connect the solution to your product. That is the way.

Deadly Sin #3 Using Bad Pressure

Some sales professional think they have to arm-twist to get the sale. Some actually

enjoy it like theyre getting back at the bullies that messed with them in high-school.

Some sales professionals use pressure in a weak, guilt-inducing way thinking they

can manipulate their prospect by playing on their negative emotions.

Here are some examples of bad pressure:

Prospect says they arent buying X today. You continue to push. BAD PRESSURE.

Prospect says gives an objection. You cop an bad attitude. BAD PRESSURE.

Prospect asks a buying question. You get mad, and get snotty with them (how DARE

they question before they buy!). BAD PRESSURE.

There are other examples, but you get the point. We have to be careful here to not

throw the baby out with the bathwater.

Pressure can be a good thing it just has to be GOOD pressure!

Some degree of pressure is necessary to make decisions. People naturally

procrastinate. There is a reason that there are deadlines in the world and also a

reason why most people dont get the job done until the deadline comes. Homework is

turned in on the day it is due. Taxes are submitted April 15th. Christmas presents are

opened December 25th. These are all deadlines, and most people wait until the last

possible minute before making a decision to get it done.

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Your prospects will delay if possible. It may not be possible, due to external

circumstances. But you can add in some GOOD pressure to help expedite the deal.

How would this work?

You can add incentives, premiums, or bonuses for making a faster decision. Faster isa relative term, because each sales-cycle is different. Selling an insurance policy on a

sit is different than selling a $100,000 software suite to a company. But the key is

rewarding the action you want taken and that action is to get the deal done. Without

fail, deals get done faster when there is a reason for your prospect to get a move on

and make a decision. Give em a reason.

Master Closer Says Pressure is good if it adds value to the deal. Pressure is bad if

it takes value from the deal. Master Closers only add value.

Deadly Sin #4 Speaking Instead Of Listening

A silver tongue is no match for golden ears.

You have one mouth and two ears for a reason. It is because it was intended that you

listen more than you speak.

Many sales professionals have an innate desire to fill the air with words. The more

words, the better. The theory is that you can talk your prospect into submission that if

they are just given enough information, they will relent and buy.

The other day, I was with my wife while purchasing a high-end blender. The sales guy

couldnt shut up. He didnt want to risk losing the sale by allowing my wife and I to talk

(which says much about his opinion of his prospects).

We wanted to discuss which color we wanted. He wanted to keep selling. We finally

had to tell him that we would buy one, we just wanted to talk for a few minutes about it.

It wasnt until we assured him we were sold that he shut up.

The more words you use, the more opportunity you have to talk your prospect out of the

sale. Your time would be better spent listening to your prospect.

I was discussing this concept with a struggling sales professional. He said well, my

prospects just dont talk.

My response They do when they are asked!

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You see, your job as a sales professional is to find out their need. How will you do that

if you dont ask questions that give your prospect the opportunity to explain what their

needs are?

You want to find pain what is frustrating your prospect. You want to find out what

they need (what they REALLY need). The only way you will get this data is if you askquestions that are designed to elicit that information from your prospect.

Ask a question. Then listen. Your prospect loves to hear himself talk. Your prospect

wants to feel heard feel understood. A Master Closer knows this, and uses it with

precision to get the information he needs be the best possible service he can be to his

prospect.

Master Closer Says Rookie Closers talk. Master Closers listens. Building rapport,

learning the prospects needs and pain, and understanding the clients language all

happen while the Closers mouth is shut.

Deadly Sin #5 Selling From Your Heals

Some sales professionals are too aggressive. The vast majority are on the other end of

the spectrum they act like delicate little flowers that wilt at the first sign of resistance.

They pout. They take it personally when a client doesnt buy from them. They go home

and curse the economy, their employer, or their market for not making them successful.

Their attitude is they should want itbut I just cant get them to buy it.

Allow me to submit an idea about the profession of selling:

You are a trusted consultant an ally in assisting your prospective client.

If you go into any doctors office, more than likely, they are going to sell you something

(usually a medication of some sort). The reason they can do that is because of the

positioning that the doctor enjoys. The prospect already views the doctor with an air of

respect. They never consider that the doctor is there to sell them anything. And yet, a

transaction usually takes place.

How do your prospective clients view you?

Are they treating you with the respect they would give a doctor?

Are YOU treating YOURSELF with the respect youd give a doctor?

If not why not?

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You should only be spending your time with people that you feel you can absolutely,

100%, genuinely help. If you cant help someone, you cant sell them. Period. Pass

the sale, even if the client asks for it. If you cant say no to a sale, youre in the wrong

profession.

If you ARE spending your time with people that you can absolutely, 100%, genuinelyhelp, then you owe it to them to give them EVERYTHING you can to get them the

solution they need.

Prospects will ask questions. Prospects will give you objections. They will tell you that

they dont have the money, or that they need to consult their dog or cat before they buy.

They will say they dont believe you, or they will ask for discounts.

This is normal. It happens everywhere, in every market. It doesnt mean that you

have crappy prospects, or that you are a bad sales professional. Judge your success

by how you act or react not by what your prospect does.Dont sell from your heals. Be proud of what you offer. You dont need to apologize

for what you are offering, or that you are asking to be paid for it. If you are offering

products or services of value, and you are solving problems, then you SHOULD be

paid, and paid well. Never be ashamed to ask for payment, or for asking your prospect

to do business with you. You deserve the business, because youre willing to go the

extra mile and help you prospect above and beyond what others would. This entitles

you to the best compensation in your industry, because youll earn it.

Master Closer Says Be proud of selling. Be proud of what you sell. The weak

Closer is worse than the too-strong Closer; at least too-strong Closer makes some

money! You are the prospects advisor. Dont let them down!

Deadly Sin #6 Compromising Integrity

Ive seen salespeople lie. Ive seen salespeople cheat. Ive seen salespeople promise

X and deliver less. Ive seen salespeople go back on promises, or ignore their clients

post-sale.

The sales profession is lucrative you can make a lot of money in it.

How much would I have to pay to buy your integrity?

$100?

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$1,000?

$100,000?

I hope you view your integrity as something that CANNOT be bought. Ive seen

salespeople ruin friendships and relationships over a couple hundred bucks. Ive seenprospects get so turned off by squabbling salespeople that the deal is trashed, and

everyone loses. Dont sell your integrity for a commission ever.

When you are offering a product or a service, you are standing behind it. Whatever you

offer, you should be 100% sold-out to it. You should be absolutely PASSIONATE about

what you are offering.

This will ensure success. Anything less is simply unacceptable.

If you have comprised your integrity in the past, try to make it right (if possible). Go

back to whoever got hosed, and fix it. If its too far in the past, resolve to yourself thatyoure not that kind of a person that youve changed. Your integrity isnt for sale. You

dont sell out for a commission you hold your standards and ideals to the highest,

most-scrutinized level that you possibly can.

Youll treat yourself differently when you do this. And so will your prospects.

Master Closer Says You are for hire, but not for sale. Your integrity and honor must

remain above all. The Master Closer has mastery over self. You do what is best for the

prospect, no matter what that is.

Deadly Sin #7 Blaming

You are the man. THE man. The buck stops with you. Dont blame your sales

manager. Dont blame your company. Dont blame anyone or anything. Just dont

blame. Period.

Many times, if the salesperson cant get something done for a prospect, theyll tell the

prospect that its so and sos fault. Dont do that. Its weak. Make it right take

ownership of the problem and get the prospect what they need. Period..

Im talking about this in the context of communicating with prospects, but I also suggest

this with how you communicate with yourself. Dont blame at all ever. Accept

responsibility for your life the good and the bad. The truth is, you have a remarkable

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amount of control over your life how you act in it, how you react to it. That means,

most of what is in your life right now (good or bad) is to be credited to you.

You may not like that. You may have a lot in your life that you dont want. I understand

that. Im also here to tell you that if you want something in this life, youve got to take it.

Nobody is going to give it to you. Not your mom. Not Lou Dobbs. Not the lotterycommission. Its human nature to want to be picked to have some super-authority

step into our lives and validate us. Tell us were special. Tell us we have permission to

be successful. Reject that notion. Pick yourself. Give yourself permission to be

successful. Stop blaming other people and other things that you cant control, and stop

looking for validation from other people and other things you cant control.

Nobody is perfect, so youll make mistakes. Its ok its doesnt mean youre a

screw-up or an idiot. It means youre human. When you make mistakes, accept

responsibility, learn, and move forward. When you suffer from other peoples mistakes,

review how you contributed to the problem (it ALWAYS takes two to create a problem).Accept responsibility for what you contributed. Apologize. And move forward.

Do this for me and for yourself go a full week without complaining. If you do

nothing else with this material, do that, and it will change your life. Not one complaint

not verbally, or in your mind. Youll be shocked at how much time you spend

complaining. And when you stop, youll be equally shocked at how life just seems to

get better. Again, I dont know how this works only that it does indeed work.

As an interesting aside, I have observed that complaining and making money are

diametrically-opposed skill-sets. You can be good at one or the other, but not both.Master Closer Says Man who blames is a poor man. Man who accepts

responsibility is a rich man. Man who blames is a weak man. Man who accepts

responsibility is a strong man. Man who blames is a controlled man. Man who accepts

responsibility has control. What man are you?

What?!? No Secret Words?!!!

Sales are not a profession that is built on fancy words. There is no word formula that

you can use to make your prospects do what you want.

There ARE principles. And the principles Ive discussed in this report are the foundation

of powerful, persuasive selling.

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Howevertheres more to this story.

Beneath everyone, there lies a darker, more sinister psychological force that few are

aware of and yet all respond to. We have discussed the basis of a good foundation in

the pursuit of sales, and I hope you profit from it.

But theres more to this story than simply avoiding mistakes. Much more.

You may be reading this, and think you have it tough because you sell a health

products, or cutlery, or jewelry, insurance, automotives, real estate, or a business

opportunity. You might think its a tough sale. And you might be right.

But what if you had a very different job

What if your job was to sell the masses (including the government) on the idea of

accepting genocide as a rational solution for economic woes?

Or what if your job was to sell normal people on the idea of being taken away to

Heaven by aliensconvincing them to commit suicide in the process?

What if your job was to persuade people to give up their lives, families, and all worldly

possessions to live in another country and wait on you hand and foot?

I think youd agree that those jobs would be remarkably difficult. Maybe impossible.

And yet, history has shown that it can be done and has been done. Frequently. And

its not in the past its being done right now as you read this. And chances are, youre

not even aware of it.

How?

Id love to show you. How can people struggle to sell a product or a service, while

others can easily even effortlessly get people to do the most insane things youve

never heard of?

Its a wild journey, one that I stumbled into unknowingly. But I can promise you this

once you understand the answer, youll have a very dangerous skill-set; a skill-set thatfew people even realize is available, much less possess. Its a skill-set that can be used

for good or ill, and can influence people at near unbelievable levels. The ability to reach

almost anyone and get them to do what you want is a powerful ability indeed, and

comes with a great responsibility. Im going to ask you that you only walk this path if

you are truly committed to HELPING people and the world around you. Anything less

will not do.

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If you can make that commitmentthen do this for me:

1. Send an email to: [email protected]

2. In the email headline, write Im Ready For The Next Step

3. Youll receive an email back with some instructions. Once you have thoseinstructions, follow them. Youll soon discover a new and powerful way of

communicating with people that can change every aspect of your life in a

powerfully positive way.

I hope you have enjoyed reading this report. I have enjoyed writing it for you.

Everything I have put on these pages has come from real-world experience. I failed at

most everything I did in life until I found the profession of selling, and I failed at that until

I learned what has been included in this report. I personally wish you great success inthis great industry, and that you do your utmost to uphold the reputation and the name

that we are able to enjoy as sales professionals.

Warm Regards,

Joshua Fuson

Author Bio:

Joshua Fuson is an entrepreneur and sales professionals with a decades worth of

sales and marketing experience. He currently owns and operates four different

businesses, including a publishing business and real-estate business, and has sold

millions of dollars of products from health and wellness to information, software to

skincare, web services to consumer cleaning products. He drives a beat-to-hell old truck

because he loves it, and lives in Manitou Springs, Colorado, with his sweet wife

RuthAnne and three young sons.

You can connect with Joshua on Facebook.

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