| "To Sell is NOT to Sell" has over 60 stories that | | | | Sherry was off the phone, and off the hook! |
| relate to real world sales situations from "Hiring | | | | When Sherry's manager got off the phone, |
| Sales Superstars" to "The 10 Most Common Sales | | | | Sherry told her what happened. She mentioned |
| Mistakes." | | | | that the prospect was a residential decorator, but |
| This book should be a part of all sales training and | | | | before Sherry could tell her manager the rest of |
| a fixture in every salespersons library. The wise | | | | the information she discovered from the |
| salesperson will take her advice and learn how to | | | | questions that she asked, the manager told |
| stop selling and start making more money | | | | Sherry to call back immediately. The prospect |
| immediately! | | | | needed to be informed, per the managers' |
| Greta offers powerful insight into why the | | | | request, that Glossy Magazine has been in |
| traditional sales training and strategies are changing | | | | business for 17 years, and that they're the #1 |
| and why selling in today's economy is more about | | | | decorating and design magazine in town, |
| partnerships between buyers and sellers. One of | | | | specializing in residential and upscale homes. Her |
| the points that is driven home throughout the | | | | manager wanted to make sure the prospect |
| book is that in sales you really must listen to the | | | | knew that they're more than qualified to help with |
| clients needs, interests and wants. Everyone loves | | | | any of her needs. "Here is our media kit we |
| to buy, but hate to be sold and usually have the | | | | market with. Tell her you will send it right out." |
| same regard for a salesperson as they do a | | | | "Better yet," said the manager, "tell her you and I |
| rattlesnake. One of the secrets Greta reveals is | | | | will go out there and present it to her." |
| that selling is treating each person in the way | | | | Gee, if I were the prospect, I would just be |
| they wish to be treated will greatly improve your | | | | jumping up and down waiting for that visit! |
| sales success. | | | | Wouldn't you? Of course not. Sherry was good |
| Below is the type of instructional story Greta | | | | enough to ask the right questions, even if she |
| uses to help adults learn from real world | | | | didn't know what she was doing. But her manager |
| examples and on eof the reasons she has been | | | | was about to ruin it by doing the old "show up |
| so successful with her sales training business. | | | | and throw up" routine. |
| Here's the story: Sherry was just hired as an | | | | No one wants to be sold to. Now don't |
| account executive for "Glossy Magazine, Inc." She | | | | misunderstand that for meaning no one wants to |
| was in the sales area waiting for her manager to | | | | buy. Oh no, we LOVE to buy! We just hate |
| begin her sales training when the phone rang at | | | | someone selling to us. We want it to feel like it |
| the desk where she was sitting. | | | | was our decision. |
| "Glossy Magazine can I help you?" | | | | Remember, when in doubt, ask a question. It will |
| "Yes I would like to speak to you about | | | | allow them to talk, give you additional information |
| advertising..." | | | | and give you some time to think. Telling isn't |
| Sherry asked the woman's name and then politely | | | | selling, asking is. |
| asks if she would hold a moment. She looked | | | | What's Next from Greta Schulz? |
| around the sales "bullpen," but there was no one | | | | The intention of the book "To Sell is NOT to Sell" |
| to be found. Her manager was on the phone | | | | is to provide sales training with tips and ideas on |
| behind closed doors, and Sherry didn't know what | | | | how to sell more professionally and consultatively. |
| to do. She got back on the phone to let the | | | | But Greta was not satisfied stopping there, she |
| woman know someone would call her back, to | | | | knows that adults learn little bits at a time and |
| which the woman replied that "she only had a few | | | | need a sounding board for questions and |
| questions." | | | | clarifications along the way. |
| Before Sherry could respond, out the questions | | | | Greta has developed a new instructional How-To |
| came. Sherry, in fear, asked a few questions as | | | | sales training book called "The Official B2B Sales |
| well, but really had no idea about anything she | | | | Play Book" to provide her readers with |
| was talking about. "What is your product?", "What | | | | Play-by-Play instruction for sales. The manual |
| are you looking to achieve?", "Is this a new | | | | works through common situations that happen |
| product?", "What have you been doing to | | | | every day and what you should and shouldn't do |
| advertise?", and "How did that work?". She kept | | | | in each situation to be successful. |
| the woman on the phone as long as possible with | | | | The sales training is in story format because as |
| this series of questions. | | | | adults we change our behavior by learning new |
| Sherry finally said, "I feel like I have a pretty | | | | information, trying it, reviewing it, and then trying |
| good idea of what you're looking for, let me put | | | | it again. |
| together some thoughts and I will call you later | | | | In addition to the actual sales training playbook |
| this afternoon. Will you be available around 4:00? | | | | you get new monthly instructional stories and |
| We can take 30 minutes or so to discuss the | | | | access to a members-only web site, pod casts, |
| budget and some ideas I and my manager might | | | | newsletters, and conference calls so you can get |
| have for you once I give her this information. | | | | the results you really want. |
| How does that sound?" The woman agreed and | | | | |