Grant Cardone’s energy is infectious and will really get you pumped up. I think that this plus the fact that he runs you through serious tips on actual sales techniques throughout the book get the blood going and inevitably help you be a better salesperson.
The title alludes to the fact that we’re always selling people on something. Kids are the best at it because they are relentless at whining, crying and throwing a fit until they get their way. But we lose our persuasiveness as we get older sometimes because we’re told to take it in stride and give it a rest. Grant says you have to be relentless in a positive way, you have to truly believe in the product you’re selling and then you need to have the tools to the trade.
He suggests reading, deliberate practice, going to seminars and creating a culture where you are sharpening your skills with training courses and working with one another on sales techniques. He suggests you need to be proud of being in sales, and infectiously enthusiastic about whatever you’re selling.
A couple real, nitty gritty and solid techniques that he emphasizes?
- When someone doesn’t call you back or misses phone calls and emails for a good amount of time, don’t take it personally. They might not even have thought of you honestly, and you should be good-natured and not even mention the lacking communication – if someone starts a phone call calling you on something you did wrong, you’d be way less likely to feel like it was a positive thing. Don’t do it.
- When someone has a pricing objection don’t take it as hard fact that their main concern is actually the pricing. If they truly wanted what you’re selling than they’d take a second mortgage out on their house for what you have to offer. Consider actually trying to sell them something more expensive – since they could just actually want a different option with more features that what you tried to sell at first. Never go down when there are pricing objections, go up instead.
- Always agree with the customer. Be agreeable. No matter what they say. For instance if they said “your service is way too expensive” – I might answer “You’re absolutely right, it is very expensive, but you’re going to need a website and if you go the cheap route it might cost you more than just the price of a website – it will cost you the price of all the missed sales you won’t get because your website looks cheap and people will associate that with the quality of your service.”
Overall this book is a kick in the ass, and a shot of adrenaline. If that’s not your bag – don’t buy it. But if it is, don’t hesitate one second, might I suggest the audio version to listen to and from work and get you pumped up? 5 Stars. Reading Sell or Be Sold by Grant Cardone left me wanting even more so now I’m listening to his book the 10x Rule.
Also check out Cardone University for amazing sales coaching videos and materials.