{"id":43792,"date":"2021-07-24T11:45:00","date_gmt":"2021-07-24T15:45:00","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=43792"},"modified":"2021-08-03T09:16:43","modified_gmt":"2021-08-03T13:16:43","slug":"how-to-be-successful-at-sales","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/how-to-be-successful-at-sales\/","title":{"rendered":"Jeffrey Gitomer: How to Be Successful at Sales"},"content":{"rendered":"\n<p>Do you work in high-profile sales? What can you do to level up your sales game?<\/p>\n\n\n\n<p>Jeffrey Gitomer, the author of several best-selling books on sales, argues that to be successful at sales, you must first create an atmosphere conducive to buying. To this end, you must first prepare by doing your research on the prospect&#8217;s business. Once you understand their needs, try to secure a meeting with the top decision-maker in the company. And after getting in front of the person who can say \u201cyes\u201d to a sale, the next step is to give value.&nbsp;<\/p>\n\n\n\n<p>Here are some tips on how to be successful at sales, according to sales trainer Jeffrey Gitomer.<\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\">Level Up Your Sales Game<\/h2>\n\n\n\n<p>If you want to learn how to be successful at sales, Jeffrey Gitomer&#8217;s literature is a great place to start. Gitomer, a sales trainer and the author of numerous best-selling books on sales, argues that to become a successful salesperson, you must take a long-term view of sales rather than focusing on making quick sales to meet your end-of-month goals. He is a firm believer in playing the long-game approach to every high-profile sale. This entails three steps: preparing in advance, selling to the top decision-maker, and giving value.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Prepare in Advance<\/h3>\n\n\n\n<p><strong>Too many salespeople walk into sales calls without having done any research on the prospect\u2019s business. Then they ask the prospect, \u201cTell me about your business,\u201d<\/strong> which irritates her and wastes her time. They follow up with, \u201cLet me tell you about <em>my<\/em> business,\u201d which the client couldn\u2019t care less about. Then, when they fail to <a href=\"https:\/\/www.shortform.com\/blog\/how-to-sell-a-product\/\">sell their product<\/a> or service, they complain about the <a href=\"https:\/\/www.shortform.com\/blog\/sales-challenges\/\">challenges of selling<\/a>.<\/p>\n\n\n\n<p>Instead of complaining that sales is hard, work harder to prepare. Start your workday the night before by planning what you\u2019ll focus on, then get to work early each day so you can start selling immediately rather than spending half your day getting ready to sell.&nbsp;<\/p>\n\n\n\n<p>As part of your planning, do your homework on the prospect\u2019s business by:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Searching the internet and business databases for news and information about the company<\/li><li>Studying the company\u2019s website and literature, such as annual reports and marketing materials<\/li><li>Talking to the company\u2019s customers and vendors<\/li><li>Talking to competitors<\/li><li>Consulting with people in your network who know the company<\/li><li>Talking with company employees, especially salespeople who know the internal workings and like to talk<\/li><\/ul>\n\n\n\n<p>While you\u2019re at it, Google your own name to see what the prospect will see if she looks you up.&nbsp;<\/p>\n\n\n\n<p><strong>Serious preparation takes time and effort but impresses the client by demonstrating your diligence and interest in her company<\/strong>\u2014and you can spend your time with them asking useful questions rather than questions you should already know the answers to. Further, if you don\u2019t prepare, you\u2019ll lose sales to competitors who <em>do <\/em>prepare.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Meet With the <em>Top<\/em> Decision-Maker&nbsp;<\/strong><\/h3>\n\n\n\n<p>After you\u2019ve prepared by doing your research, the next selling principle is getting a high-level meeting. <strong>You need a face-to-face appointment with the <\/strong><strong><em>real<\/em><\/strong><strong> decision-maker, not an underling\u2014or you won\u2019t sell anything.<\/strong> Underlings, who need to get additional approvals before agreeing to a sale, won\u2019t prioritize your case or present it as well as you do, so any time you spend with them is wasted.&nbsp;<\/p>\n\n\n\n<p>If you\u2019re stuck at first with a middle manager, try to get an additional meeting with the boss. If the middle manager says, \u201cEverything looks good, I just need the CEO\u2019s approval,\u201d your response should be, \u201cFine, when can we meet with her?\u201d If the underling doesn\u2019t agree:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Confirm the lower-level manager\u2019s personal approval.<\/li><li>Talk in terms of \u201cwe\u201d and \u201cthe team\u201d to create a feeling of alliance on the manager\u2019s part.<\/li><li>Take the initiative to set up a meeting with all decision-makers; make sure you know the key decision-maker in advance. While the manager may resist this approach, if you don\u2019t insist, you\u2019ll lose the sale.<\/li><li>Make your presentation again, this time to everyone involved.<\/li><\/ul>\n\n\n\n<p>To avoid having to circumvent a lower-level manager in the first place, ensure that you\u2019re talking to the real decision-maker by asking:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Do you work with anyone else in making decisions like this?<\/li><li>How will this decision be made? With each step that\u2019s mentioned, ask, \u201cThen what do you do?\u201d until you drill down to the final decision-maker, with whom you\u2019ll want to schedule a future meeting.<\/li><\/ul>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Get Past the Gatekeeper or Voicemail&nbsp;<\/strong><\/h4>\n\n\n\n<p>Once you\u2019ve determined who the top-decision maker is, you\u2019ll have to get past the gatekeeper or ensure you get a callback from your voicemail message. If you get stuck at one of those points, you need to:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Take a different approach:<\/strong> Visit the company and ask to speak to someone in sales. A salesperson will show up within minutes, hoping to <a href=\"https:\/\/www.shortform.com\/blog\/how-to-make-a-sale-2\/\">make a sale<\/a>. As a fellow salesperson, create rapport, then ask them how to connect with the CEO.<\/li><li><strong><a href=\"https:\/\/www.shortform.com\/blog\/improve-your-skills\/\">Improve your skills<\/a>:<\/strong> Leave a better voicemail message that differentiates you by using humor or creativity and gives the prospect a compelling reason to call you back and arrange a meeting.<\/li><\/ul>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Give the Decision-Maker a Compelling Reason to Meet With You<\/strong><\/h4>\n\n\n\n<p>As explained in Part 2, branding and networking can help you get past gatekeepers\u2014if the CEO has met or heard of you, she\u2019s more likely to take your call. But you still need to sell the prospect on agreeing to a face-to-face meeting with you.<\/p>\n\n\n\n<p><strong>When your call is put through, the first thing you must do is engage with the prospect\u2014that is, get his attention by piquing his interest.<\/strong> Statements everyone uses that <em>don\u2019t<\/em> engage include:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>How are you today?<\/li><li>Have you ever heard of us?<\/li><li>May I have five minutes of your time?<\/li><li>Would you like to save money on X?<\/li><\/ul>\n\n\n\n<p>Prospects don\u2019t want to hear about you or be educated by you. Instead, address your prospect\u2019s greatest interests: profit and productivity. <strong>Tell the prospect you want to discuss how you can increase his profitability, and he\u2019ll see value in meeting with you.<\/strong>&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Give Value<\/strong><\/h3>\n\n\n\n<p>Most salespeople have the wrong idea about value. They think of value as a small extra that\u2019s added to the product\u2014for example, a discount or something free. But your competitors can match these things, so they don\u2019t increase your chances of making a sale. They\u2019re promotions, not value.<strong> Value is something you give that\u2019s meaningful to the customer\u2014for instance, increased productivity, profit, and sales; more customers; a better image; and so on.&nbsp;<\/strong><\/p>\n\n\n\n<p>Giving value is twofold: You give value to people personally, and your product provides value.<strong> <\/strong>Giving value personally might take the form of sharing your expertise or offering business-building tips in a free emailed newsletter, and using your network to connect people who can help each other.&nbsp;<\/p>\n\n\n\n<p>In the selling process, you must focus on the value of your product to the customer, which is their chief interest. (Remember from the introduction to this book that perceived value is one of the key reasons why customers buy.) In addition to increased productivity and profit, <strong>focus on the use and value of the product over its lifetime.<\/strong> Get the prospect to think about what her life will be like after buying the product.<\/p>\n\n\n\n<p>The more compelling your <a href=\"https:\/\/www.shortform.com\/blog\/unique-value-understanding-michael-porter\/\">value proposition<\/a>, the less important price becomes. If the customer is focused on price, it means you haven\u2019t adequately addressed value.<\/p>\n\n\n\n<p><strong>Instead of focusing on making your sales quota, focus on articulating and delivering value\u2014and you\u2019ll make each sale and earn a commission.<\/strong> You\u2019ll also build valuable relationships, which over the long term, will earn you a fortune, both in friendship and ongoing sales.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Do you work in high-profile sales? What can you do to level up your sales game? Jeffrey Gitomer, the author of several best-selling books on sales, argues that to be successful at sales, you must first create an atmosphere conducive to buying. To this end, you must first prepare by doing your research on the prospect&#8217;s business. Once you understand their needs, try to secure a meeting with the top decision-maker in the company. And after getting in front of the person who can say \u201cyes\u201d to a sale, the next step is to give value.&nbsp; Here are some tips<\/p>\n","protected":false},"author":7,"featured_media":41494,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[45,29,103],"tags":[442],"class_list":["post-43792","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-career","category-sales","tag-little-red-book-of-selling","","tg-column-two"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.3 (Yoast SEO v24.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Jeffrey Gitomer: How to Be Successful at Sales - Shortform Books<\/title>\n<meta name=\"description\" content=\"Do you want to level up your sales game? Here are some tips on how to be more successful at sales, according to sales trainer Jeffrey Gitomer.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.shortform.com\/blog\/how-to-be-successful-at-sales\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Jeffrey Gitomer: How to Be Successful at Sales\" \/>\n<meta property=\"og:description\" content=\"Do you want to level up your sales game? Here are some tips on how to be more successful at sales, according to sales trainer Jeffrey Gitomer.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.shortform.com\/blog\/how-to-be-successful-at-sales\/\" \/>\n<meta property=\"og:site_name\" content=\"Shortform Books\" \/>\n<meta property=\"article:published_time\" content=\"2021-07-24T15:45:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-08-03T13:16:43+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/s3.amazonaws.com\/wordpress.shortform.com\/blog\/wp-content\/uploads\/2021\/07\/salesman-in-suit.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"973\" \/>\n\t<meta property=\"og:image:height\" content=\"542\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Darya Sinusoid\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Darya Sinusoid\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.shortform.com\/blog\/how-to-be-successful-at-sales\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/how-to-be-successful-at-sales\/\"},\"author\":{\"name\":\"Darya Sinusoid\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/0421cce75bc249b11e2517b3a91f9c46\"},\"headline\":\"Jeffrey Gitomer: How to Be Successful at Sales\",\"datePublished\":\"2021-07-24T15:45:00+00:00\",\"dateModified\":\"2021-08-03T13:16:43+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/how-to-be-successful-at-sales\/\"},\"wordCount\":1319,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/how-to-be-successful-at-sales\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/07\/salesman-in-suit.jpg\",\"keywords\":[\"Little Red Book of Selling\"],\"articleSection\":[\"Business\",\"Career\",\"Sales\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.shortform.com\/blog\/how-to-be-successful-at-sales\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.shortform.com\/blog\/how-to-be-successful-at-sales\/\",\"url\":\"https:\/\/www.shortform.com\/blog\/how-to-be-successful-at-sales\/\",\"name\":\"Jeffrey Gitomer: How to Be Successful at Sales - Shortform Books\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/how-to-be-successful-at-sales\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/how-to-be-successful-at-sales\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/07\/salesman-in-suit.jpg\",\"datePublished\":\"2021-07-24T15:45:00+00:00\",\"dateModified\":\"2021-08-03T13:16:43+00:00\",\"description\":\"Do you want to level up your sales game? 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