Sales Rules (9 – 12)


  • Present options they aren’t aware of (Teach them a better way)
  • You walk the path taken by many before you
  • Your job is to build trust
  • Under promise —  Overproduce

Present options they aren’t aware of (Teach them a better way)

Here is where you learn to look beyond a knee jerk answer. When a prospect says, “I’ll never do _____” , seek to understand their statements. You might find an opportunity to teach them a better way. (See the path you walk).

You walk the path taken by many before you.

Until you demonstrate your worth to a prospect, they’ll see you as just another ________ salesperson. Take nothing for granted. People have been selling since man could walk. If you can say it, someone else has said it before. Don’t leave things to chance with broad statements, “Our enrollment is simple (said with a wide smile).” You must demonstrate, show, and backup what you say.

Your job is to build trust (earn it)

Most clients will hold their trust until you’ve delivered on what you say. Always think of little actions you can set up and complete to demonstrate your ability. Five small sales actions (calling when you say you will, delivering references when you say you will, or sending over a thank you with a paper copy of the proposal) will do more to create trust than one large action.

Tasks that may seem simple and meaningless, on their own, are in fact the quickest way to earn credibility and trust when completed as a series of separate actions. They will keep you top of mind, creating more touches for a relationship and build a controllable, repetitive record of success. One big action may be easier for you to complete, but it will do nothing to help you earn the credibility required to call someone a customer (especially one that delivers referrals).

Under promise — Overproduce

When working with a customer, the quickest way to lose trust and credibility is to blindly say what you think they want to hear and not be able to follow through. It’s much better to set certain expectations a “little” lower than your capabilities and overproduce with your actions.

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