Universal Truth #1
Responsibility + Curiosity + Mastery = Growth
Top salespeople share a willingness to take responsibility for their weaknesses, a deep curiosity about their customers and the world, and a desire for mastery. They commit to using what they’ve learned about their processes to continue improving. When you master this “growth equation” you will not only improve your sales record, you will transform your life.
Universal Truth #2
Emotions drive decision-making.
The desire to be loved, to create closeness, look good, feel good, be remembered—even to belong—drives all of our decision-making. Our ability to uncover our customer’s emotional dominant motivators will dictate our success.
Universal Truth #3
Freedom lives in structure.
Pilots run through preflight checklists. Free-throw shooters develop rituals to help them hit the same shot time and again. Bakers adhere to time-tested recipes. So why should it be different in sales? Highly successful salespeople have a process they follow, and they follow that process every time. It may sound counterintuitive, but structure creates the freedom to act authentically and to create true connection.
Universal Truth #4
In sales, no never means no.
Are you paralyzed by fear? Good. Top salespeople know that the more fear they feel, the more important it is to tackle the fear. What you’re afraid to do, you must do. The question you’re afraid to ask, you must ask. Failure is inevitable. Resilience is a life skill, one that will fill your soul and your pocket.
Universal Truth #5
Trust begins with empathy.
Trust is born of empathy, integrity, reliability, and competency. You need all four traits, but without connecting on an empathetic level, you won’t have a chance to demonstrate the other three. Empathy is the first building block of trust. We can’t pretend to have empathy. Empathy is not about shifting the conversation to what you want to say or judging your customer. It’s about being fully engaged and present to someone else’s emotions.
Universal Truth #6
To sell is to give.
Once we cultivate true empathy, we find it impossible to lie to or cheat our customers—or anyone, for that matter, including ourselves. The word “sales” comes from the old English word for “give.” When we sell, we must give. We can only maintain trust and enjoy enduring success when we cultivate honorable traits like reliability, competency, and integrity. Eventually, they become part of our character.
Universal Truth #7
Anything that can be told can be asked.
When we ask the right questions, we uncover what matters most. “Discovery questions” uncover customers’ needs, direct their thinking down a path we choose, generate curiosity, and ultimately move them to action. These questions build rapport, gain commitment, and help your prospects sell themselves. Well-crafted questions help us make a point loudly, without having to raise our voice. Good questions create change. Great questions can change the world.
Universal Truth #8
Stories make people care.
Most salespeople incorrectly assume that they can create a sense of urgency by threatening scarcity or appealing to greed. But if people don’t want what you’re selling, they won’t care if there are only two left or what else you’re throwing in. (Anyone want a stagecoach? It’s on sale today only! And I’ll throw in some horseshoes for free!) The key is to engage customers with stories and build urgency by demonstrating how your product connects to precisely what motivates them.
Universal Truth #9
Removing resistance takes persistence.
As soon as a prospect displays resistance, most salespeople drop the price, modify the terms, or otherwise change the offer. But the truth is: It’s only when someone is in a receptive emotional state that you can close. Keeping your customers receptive, isolating the toughest customer objections, and uncovering the real and final objection can help you close more deals more quickly than you can imagine.
Universal Truth #10
Looking for wrongs never makes you right.
Every day, in every encounter, you have a choice. You can look for what’s right about that person or experience—what’s valuable or productive—or you can look for what’s wrong. When you’re interacting with your associates or your customers, don’t look for reasons why they won’t buy. Look instead for reasons why they will buy. Whatever you look for, be certain you’ll find it!