In Sell or Be Sold, Cardone breaks down the techniques necessary to master the art of selling in any avenue. It will teach you:
1. The successful essentials of selling in a bad economy
2. Filling your pipeline with new business
3. Staying positive, despite rejection.
The book offers a lot of value in each point that he covers.
With the experience of a seasoned sales vet at the helm, Sell or be sold will change the way you perceive sales and life.
In this article, I will give you an in-depth summary of the book Sell or Be Sold by Grant Cardone.
1. You need to be sold 100% on your product and/or service
If your goal is to increase sales, then you need to sell the product or service to yourself first. This will help you build confidence and the way to approach your prospects.
2. Get out of the sales business and get into the people business
“People don’t care what you know until they know how much you care.” Sales will make you feel good when it comes to helping people. Connect your product or service for their needs.
3. Take Massive Action
You can never become a good salesperson until you take massive action. If you want to achieve your targets, give adequate time and energy.
4. Build your power base
It means building a network of people that includes your family, friends, and acquaintances. Add them to your initial distribution network and let them know what you are doing.
Here is a chapter by chapter summary of the book Sell or Be Sold by Grant Cardone:
Before we learn the art of selling, let us understand what is selling?
Selling is a prerequisite for life. Selling impacts every person on this planet. Your ability or inability to sell, persuade, negotiate, and convince others will affect every area of your life. It is not just a job, it is more about the way of life.
Selling: The action of persuading or influencing another to a course of action or acceptance of something.
Have you come across people who had brilliant ideas for their business, but they couldn’t sell them?
Selling is an essential skill in our day-to-day lives. We need to convince people and exchange ideas to accelerate our business curve. Therefore, we cannot escape from selling.
Grant Cardone, in Sell or Be Sold, explains an important observation throughout his career. He observed that the most important skills needed in life aren’t taught in school. He learned more from seminars, audio programs, books, and talking to other successful business people as compared to formal education.
People who are good in sales are an important asset for any organization.
Why do we count the sales team as the important asset and not others?
Because the sales team is the main pillar, without which any business can fail. Salespeople drive entire economies. No matter what your ambitions are, you need to effectively communicate with others. The better you can communicate, the more people will agree with you.
Even if selling isn’t your career, you should be a professional seller to get more out of life.
That means every individual, irrespective of the profession, must have the ability to sell.
Professional: A person engaged in a specified activity as his or her main paid occupation rather than as a pastime.
Grant Cardone, in Sell or Be Sold says, 99 percent of all “professional” salespeople have only a slight idea of what selling is, much less how to actually determine and predict results.
Amateur: A person who engages in a pursuit, study, science, or sport as a pastime rather than as a profession, or one lacking in experience and competence in an art or science.
Before becoming a professional, you have to get clear on two things:
The person who knows what he’s doing and understands every nuance of his career is already enthusiastic. When you really, truly know something, you can predict outcomes. He who can predict outcomes has true confidence and freedom.
To become one of the greats in your field, you need to master the very first step. The most important one is to commit all the way!
Commit: To devote oneself completely to something.
How does a person commit?
Committing is when you make a firm decision, you stop wondering. You start moving on your committed path.
According to the book Sell or Be Sold,
Commitment = Results = Happiness
Most people never commit like fanatics, and thus they never become fantastic.
Even if you’re not a salesperson per se, start observing where you are not getting your way and start taking notes.
Only to the degree you are sold can you sell. This is a critical and unavoidable fact that cannot be missed if you want to become great in life.
The bottom line is, you’re not sold if:
This one point is critical for greatness, and you cannot negotiate it in any way. You have to be convinced and believe in what you’re selling so strongly that you become unreasonable. That’s right: Unreasonable.
CONVICTION IS THE MAKE-OR-BREAK POINT
The word “conviction” is defined as a “firmly held belief.” It comes from the word “convince,” which is derived from the Latin word “convict,” meaning “to conquer.”
Conviction is the ability to be so firmly sold on your beliefs that you demonstrate to your buyer with such complete and utter certainty that no other choices appear to be available.
A sale is made when your conviction and belief about something are stronger than another’s, at which point they give up some of their conviction. That’s the moment when the sale becomes possible.
Why is it that some people do things that others wouldn’t dream of doing?
It’s because they are sold on the idea that it needs to be done for some reason. To the degree that they are sold and become unreasonable in their quest, they will succeed.
IT’S ALMOST NEVER PRICE:
Most people believe that the only reason they lose sales is because of Price. However, that is not the case.
Price is not the buyer’s biggest concern. In fact, it is at the bottom of the list of reasons why people don’t buy.
THERE IS NO SHORTAGE OF MONEY
Millions of people on this planet have the false idea that there’s some sort of money shortage. But the truth of the matter is, there’s more than enough money to go around. In fact, there’s a surplus of it.
Believe it or not, people love to spend money. And the more money they spend, the more they enjoy.
Second money is easier to get than the first money.
People will tell you, “Don’t get greedy; don’t complicate the close. Just finish it or you might blow the deal with your attempts to get the second money.”
Nonsense. That kind of thinking is for the little, mediocre salespeople of the world, not for you! Second money is for those who want to take their game and their income to the next level and want to do it in half the time.
THE PEOPLE BUSINESS, NOT THE “X” BUSINESS
COMMUNICATION = SALES
ALWAYS AGREE WITH THE CUSTOMER
This is the single most important and the most violated rule in all of the selling! If you want an agreement, you’ve got to be agreeable with your customers.
HOW TO SOFTEN ANY BUYER
Let’s say a customer tells you he’s only got ten minutes and you know you can’t do your presentation in ten minutes. I’ve watched salespeople spend ten minutes talking about how they can’t do the presentation that quickly. A better alternative is to agree that ten minutes would be fine and go right into your presentation.
If you start the relationship off with agreement, you’ll have a chance to tell the prospect about your product. Additionally, you’ll come across to the customer as understanding, easy to deal with, and professional. This is what we call relationship selling.
THE MAGIC WORDS
If you want people to agree with your viewpoint, all you’ve got to do is agree with their position, agree with their opinions, and step into their shoes for a moment.
SHOW, DON’T TELL
CREDIBILITY = INCREASED SALES
TIPS ON USING WRITTEN AND VISUAL INFORMATION TO CLOSE
THE MAGIC OF GIVING
LOVE THE ONE YOU’RE WITH
THE FORMULA FOR HARD SELL
There are only two things that can get you to the point of being a true professional hard-sell closer:
1. You must believe that what you’re offering is the right thing for the prospect.
2. You should be closing no matter what happens.
TAKE MASSIVE ACTION
THE 10X RULE
WORK YOUR POWER BASE
USE EVERY MOMENT TO SELL
LUNCH OUT = SALES UP!
A GREAT ATTITUDE IS WORTH MORE THAN A GREAT PRODUCT
The best sales processes are shorter rather than longer.
Grant Cardone in Sell or Be Sold book says that to determine if your current selling process could be problematic for your clients, ask these three questions:
(1) Do you experience lower-than-average profits per transaction?
(2) Is the length of time to contract the source of customer complaints?
(3) Are you getting customers resisting your process?
TheSales processes should is built in the following order:
Here are the most crucial five steps that you must encounter in every sales situation (whether it be in person, on the phone, or over the Internet):
2. Determine Wants and Needs
3. Select Product and Present/Build Value
4. Make Proposal
5. Close the Transaction or Buyer Exits
Treat success as your duty, obligation, and responsibility, not as a choice or as a job!
ASK YOURSELF THESE QUESTIONS
Your problem will not be sales as a profession. It will be that you haven’t made a commitment to SUCCESS as your obligation and duty.
To demand consistent sales success, you have to:
1. Decide you are ultimately responsible for the sale.
2. Make it your duty, obligation, and responsibility to make the sale.
3. Take massive amounts of action, followed by more action until the sale is made!
4. Accept no excuses, reasons, or logic, and figure out how to make it work!
5. Prepare yourself daily to handle all obstacles, stalls, reasons, and barriers you will encounter a client.
For an effective training program, the certain measures that are taken care of are:-
1. Train daily! The material salespeople should read, listen to, or watch should be focused on selling situations, not just motivational ones.
2. Sales training is approached with the goal to increase production immediately.
3. Sales training are delivered in very short and interactive segments
4. Training must be measurable and rewarded. Training that is not measurable, like any process or best practice, will fail.
5. Effective sales-training programs should focus 80 percent of the training content, time, and energy on the TOP people in an organization, not the new ones.
6. Sales training should be a part of your day and should be accessible continually throughout the day.
In Sell or Be Sold, Grant Cardome says that social media is a way for you to connect, prospect, and make yourself known to those who may have an interest in what you represent.
Social tools like Yelp, Facebook, Twitter, YouTube, and thousands of blogging sites with endless agendas have magnified the voices of your clients and potential prospects for your business.
Some ideas about how you can manage negative social media:
Rejection is not a sales issue. It is part of the human condition and an experience or illusion created by the person experiencing it.
This is a major complaint from salespeople: Being surrounded by a negative environment. If people can’t bring solutions and improvements and all they offer is negativity, then they are enemies to you, the company, and even themselves.
DISCIPLINE: The single most important factor to any success is the ability to show up day after day and do the right things.
Products are changing so fast today it is almost impossible to keep up. If you aren’t committed, you are going to get crushed, and the product knowledge will only be one of your excuses.
Staying committed and creative is key, and even more important is you staying interested and not forgetting about your clients.
Buy the Sell or Be Sold book at Amazon
To conclude, we believe the book Sell or Be Sold should be used as a refresher, as a list of leading points that help spot the best sales strategies. It offers a lot of value in each one of the points that it touches in the sales process. Therefore, we highly recommend reading the book and enjoy the beautiful art of selling things.