WEEK 32
SHADOW A TOP-PRODUCING SALESPERSON
One of the best ways to pick up new sales techniques is to learn from the masters—the top producers in your industry or sales coaches who have acquired numerous techniques and strategies from their own sales careers and from working with other top producers.
The top producers have already blazed the trail. They are well aware of the challenges you face and have probably developed their own strategies for meeting those challenges. They have tips and tricks for overcoming the most common obstacles and taking your sales career to the next level, so you don’t have to learn on your own by trial and error.
Most salespeople and other professionals have the mistaken idea that highly successful individuals prefer to keep their “secrets” to themselves. After all, why would they want to help their potential competitors? The fact is that the people at the top usually achieved their success by following in the footsteps of the top producers who preceded them. As a result, they feel an obligation to help others.
This week, I reveal my list of sales mentors (or heroes) and encourage you to identify your own, introduce yourself, and ask them to share their strategies and techniques with you. You’re likely to be surprised at just how eager your sales heroes are to become your mentors.

MY SALES MENTORS

Dozens of coaches and mentors have played an instrumental role in helping me to learn my craft and develop the top-producing systems I have relied on throughout my career, including the following:
• Julia Rowland, my grandmother and owner of Fashion Treasure Jewelry—an accomplished saleswoman who embodied the joy of selling.
• Tony and Noel Fox of Fox Brothers Real Estate were the real estate brokers who hired me right out of high school and taught me how important it is to introduce myself to everyone. They would drop me off at the local grocery store early in the morning with a stack of business cards and pick me up at night.
• Ira Hayes, the original Ambassador of Enthusiasm, who taught me the power of the word “Great!” A positive mindset is crucial to achieving anything.
• Tom Hopkins, author of Selling For Dummies and the guy who wrote the first book of tips for real estate agents.
• Zig Ziglar, the sales superhero, who taught me that if you help enough people get what they want, you will get what you want.
• Charlie “Tremendous” Jones, who revealed to me the life-changing power of people and books. According to Charlie, you are only as good as the people you meet, the books you read, and the audio recordings you listen to.
• Art Fettig, who taught me the difference between a great salesperson and an order taker and who turned me on to the Platinum Rule you’ll learn about during Week 44.
• Joe Girard, the top car salesman of all times, who sold cars four miles from where I grew up and took time out of his busy schedule to meet with an up-and-coming salesperson who was willing to learn.
• Floyd Wickman, a real estate agent in my area, who taught me to stay on track and be competent, confident, and natural. Floyd went on to be and continues to be a successful trainer and speaker.
• Dick Runstatler, my favorite sales manager of all time, who let me be me and taught me how to handle stressful situations. Without Dick’s lessons on life, I would be second-guessing every decision I have ever made and will ever make.
• Tom Desmond, a real estate agent I worked with at Earl Keim Real Estate, who was constantly striving to improve himself.
• Earl Keim, a guy who could sell you the house next door, even if you didn’t want it. He coined the phrase “Keim Sold Mine.”
• Mark Victor Hansen, the “Master of Mindset” and co-creator of Chicken Soup for the Soul, who taught me to deflect rejection and continue to pursue my passion.
• Og Mandino (www.ogmandino.com), a humble, yet remarkable man who spent much of his life striving to overcome his own personal challenges and sharing what he discovered through his writing and teaching.
• Tom Antion, the speaker’s speaker, who taught me that if you can’t talk to people, you can’t sell.
• Les Brown, who taught me the power of living with a purpose and who encouraged me to have the willpower to confront even the most daunting challenge.
 
 
Tip: If you want to be the best salesperson, hang out with the best salespeople. If you want to be a loving and attentive husband or wife, hang out with loving and attentive husbands or wives. Extend the power of mentoring by seeking out mentors not only in your profession but also to help you navigate your personal life.

IDENTIFY PROSPECTIVE MENTORS

Chances are pretty good that you already know a top producer or sales coach you admire. This could be someone you work with, someone from whom you purchased a product or service, a salesperson you met at a conference or seminar, or even someone who works for the competition.
Unfortunately, most salespeople are reluctant to approach these industry leaders, under the mistaken assumption that these top producers have little time or desire to meet with “lesser” salespeople and reveal their secrets of success. As explained earlier in this chapter, the truth is that the people at the top are often the most generous with their time and with sharing their techniques.
Contact a salesperson you admire and arrange a meeting. Invite the person to lunch or dinner. If you hit it off, ask whether you can shadow the person for a day.
 
Tip: You can also learn a great deal by mentoring other up-and-coming salespeople who are not as experienced as you. I have discovered that having someone watch me work often motivates me to take my game to the next level. It also forces me to rethink how I do things. In addition, my students often become my teachers, showing me a thing or two.

HIRE A SALES COACH

Another option is to hire a sales coach. Sometimes, you may be too close to your situation to view it objectively. A reputable sales coach can quickly assess the situation, tell you what you’re doing right and what you’re doing wrong, and offer several suggestions that you can immediately implement.
A good coach may charge you a fee plus expenses for a single day, but if the coach can put you on the path to success, the investment is well worth it.
 
Ralph’s Rule: Success leaves big footprints. By following the trails that others have blazed for you, you can achieve success much sooner and with less effort. You can then head out on your own trails to take your career beyond those who preceded you and leave some big footprints of your own for others to follow.