INTRODUCTION

‘You cannot bore people into buying from you.’

David Ogilvy, founder of Ogilvy & Mather, one of the largest ad agencies in the world.

About This Book

This book is about selling and developing business – which, if we’re honest, a lot of people hate. In truth, it’s not that they hate it; rather, they dislike the idea of doing something they associate with lots of particularly negative characteristics.

That is peculiar, since all of us are selling all of the time.

If you’ve ever persuaded your mates to go for a curry rather than a Chinese, or cajoled your missus into watching We Came, We Saw, We Shot Them All to Pieces when she’d suggested Mr D’Arcy and His Romantic Loveliness, or you’ve persuaded your boss that you should have next Tuesday off, then you, my friend, have been selling – it’s just that you weren’t aware that was what you were doing.

We are attempting to influence people all the time: at work, at home, friends, relatives, colleagues (co-workers, if you’re American). We persuade them of our ideas, suggestions, compromises, offers, plans, strategy and even ‘us’. When you fire off a CV or sit in an interview, you are selling yourself – literally: ‘Choose me instead of the other 10 on your short list.’

And yet, when ‘selling’ becomes part of someone’s job description or an imperative because they’ve opted to start their own business, they suddenly get all panicky about it. Rather than approach it instinctively, as they have been doing in their everyday dealings with people, they begin looking at it from a kind of intellectual, almost academic viewpoint, and thus become terribly awkward, ‘clunky’ and gauche about the whole thing.

Well, stop it!

Selling is common sense, creativity and personality, not science and certainly not of the rocket variety. (Having said that, a criminal psychologist I met recently, who has a friend who’s an actual rocket scientist, told me that she’d been told by said friend that there’s not that much to rocket science anyway – so there!)

When people are asked to find words or phrases that best describe sales people and sales reps, they come up with some or all of the following: pushy, uncaring, slimy, smooth (not in a good way), hard-faced, ‘make people buy things they don’t want’, ‘don’t listen to what you want but sell what they want you to have’, ‘are only interested in the money’, ‘don’t care what they sell as long as they hit their target’, ‘will tell you anything to get a sale’, ‘use underhand tricks and tactics to bamboozle people’. You get the point.

However, the truth is that those who excel at selling and developing business are none of those things. In fact, if you come across anyone exhibiting these traits you’re dealing with an amateur – really good sales people behave differently.

About Me

I have been selling since 1983. Over that time I’ve run four businesses, which I started from scratch.

This book is down to earth and practical. It is based on what I have learned over the years, some of it in a classroom or from a book, but 99% of it by actually doing it – by making huge cock-ups, losing big deals, losing my house and nearly going bankrupt, but also making some money along the way.

This book is opinionated. You’ll agree with some of it and you’ll hate other bits. Hey, I can live with that – as long as you get something out of it.

This book is also personal. What follows is written from my point of view, based on my experiences. Other sales people will have had similar experiences, but not the same. The book is full of stories and anecdotes – my stories and anecdotes, things I have done, written, said and experienced.

There’s a lot of stuff about winning business in the professional services sector, in particular the legal profession. That’s because I sell training and coaching services and most of my work is with lawyers (I used to be one and I like them).

That said, what you’ll read here is as applicable to selling products or other services. I’ve sold shoes, sandwiches, handbags, storecards, phone systems, leasing and rental agreements for office products, radio airtime and people (I was a director of a recruitment firm, not a people trafficker), so I know about selling products too.

This is just one book about selling: it’s not intended to be the definitive guide. There are loads of other books out there, so go and read them too – but understand this: the only way you’ll actually get good at selling is by doing rather than reading. You can read about how to swim, but if you don’t get in the pool then what’s the point?

Who Should Read This Book?

Anyone can read this book, but it’s mainly intended for those who are not sales people but find themselves having to develop business as part of their role, like a lawyer, accountant, senior civil servant, architect, actuary or manager.

If you’ve started your own business or you’re thinking about taking the plunge into self-employment, this book is for you too. Perhaps you make great coffee or wickedly delectable buns, or maybe you are a mechanic or printer or graphic artist or fashion designer or film producer and, while you are confident in your end product, you haven’t got a clue how to go about selling what you offer.

You can learn this stuff. Honest!

Some people would have you believe that it takes a ‘certain sort’, that sales people are ‘born’, that you need ‘the gift of the gab’. They say there are those who can and the rest can’t. That’s nonsense!

Selling is easy: dead easy. And once you know the basics, anyone can sell. In fact, as I’ve already said, you – yes, you – are selling all of the time.

If you are a sales rep, someone who has had structured sales training and works in a sales team, then there’s material in this book that you’ll like too, so read it if you want a refresher, but don’t expect some kind of sales epiphany.

Why You Should Read This Book

I recommend you read this book because by the end of it you’ll feel much happier about doing those things you have to do as part of your job that you just don’t enjoy. You’ll have become great at the stuff you hate. You’ll understand how to win more work and you’ll bring in more business and earn more money.

I know what I’m describing works, because people who have been on my training courses phone me and tell me. They say things like:

I phoned a bloke up I have really wanted to get an appointment with for ages and did some of the things you suggested and now I’m seeing him and I wanted to tell you that it really works.

I also know it works because I do it and I earn a good living by doing it.

What’s Different about This Book?

This book starts on the basis that you’ve found yourself doing things you never signed up to do: like network, persuade other people and sell yourself, your products or the service you offer. You’re probably never going to like doing them, but what I can do is make them less painful. Once you know the tricks, you can actually be great at something even if you don’t love it. Maybe by the end you will!

And here’s a promise: this book contains no jargon and it gets straight to the point. Unlike most business books there will only be nine quotes and none of them are at the start of the chapters. You’ve had one already, but let’s get another four of them out of the way right now:

It is only the shallow people who do not judge by appearances.

Oscar Wilde

You cannot hope to be taken seriously in poor quality shoes.

Gore Vidal

If you see a bandwagon, it’s too late.

Sir James Goldsmith

You might feel a bit sleepy.

Dr Harold Shipman

You Don’t Need to Know It All Before Getting Started

Over the past few years I have met a good number of people, both self-employed and employed, who have told me that they don’t feel confident enough to go out and promote what it is they are offering without having an entire product range or detailed knowledge of everything going on in their profession.

This is silly, because in the case of the product range you’ll always be able to add one more thing; and in the case of a knowledge-based service, there will always be more that you could learn!

Furthermore, what will happen if you produce a superb and comprehensive product range, only to find that when you take it to market people say: ‘Well, it’s great, but we’d only take it from you if you did it in blue or in a travel version.’

Surely it is far better to make a small sample, take it out to potential customers and get feedback. If enough interest is expressed in what might be a slightly amended version, then you can always produce it, but at least you haven’t wasted a lot of time and money.

Product or service development is important: you cannot go to market with something that doesn’t work. But equally, you only learn what customers want by going out there and talking to them. Learning on the job is what it’s all about. Equally, don’t think you can’t sell without first knowing everything there is to know about selling: you can! Learn by your mistakes is the best way.

While I have had some structured, formal sales training, I really learnt how to sell on the job and by making horrendous mistakes and unmentionable gaffs and by losing sales.

Selling Really Is Dead Easy

Selling is not like performing surgery on children or constructing a pressurized water reactor, but you’d be forgiven for thinking otherwise when you look at the arrows, flow charts, schematics, pie charts, histograms and endless acronyms that lie like so much detritus across the pages of overpriced bits of nonsense about selling. If that wasn’t enough, books like that also tend to carry endorsements from people you’ve never heard of, who are probably mates of the author anyway.

Too many non-sales people, unfamiliar with a subject that they regard as some sort of dark art, flick through these books, get the fright of their lives, and think: ‘Flippin’ ‘eck, I knew it was complicated. My fears have been confirmed. I’ll be no good at selling. Please make it all go away!’

What this book does is talk plainly about sales and developing business. After reading it you will have gained a far better understanding of what selling is, and how to go about doing it without having to remember an endless list of irritating acronyms. So let’s begin by talking about selling in more detail.