E-Book Content
HOW TO
Master the Art of
SELLING Fully Updated and Revised
TOM HOPKINS THE NATION’S #1 SALES TRAINER
W WARNER BUSINESS BOOKS -
NEW YORK
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To my parents, Les and Kathy Hopkins, with gratitude, respect, and affection
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Acknowledgments
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his volume exists because thousands of the people who at tended my sales seminars went on to become Champions of Selling. Their success after learning this material convinced me that it should be published in book form and kept current to the times. Hundreds of people have contributed to my knowledge of sell ing. I’ll be able to single out only a few here, but my gratitude goes to them all. To begin with, the Edwards family—Doug, Jerry, and their son, Jay—have been an unfailing source of encouragement and support. Danielle Kennedy, herself one of the nation’s great sales trainers, proved to me that any price is worth paying to make your dreams come true. I am indebted to Art Mortell for much of the basis for chapters 5 and 6. And for countless well-dones, my thanks go to every member of my staff. Their energy, competence, and loyalty have made our com pany’s growth and this book possible.
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Contents
Introduction, by J. Douglas Edwards • xix 1. What the Profession of Selling Really Is • 1
The Myth of the Natural-Bom Sales Wonder • The Seven Basics That’ll Make You as Great as You Want to Be • Money Study: The Leaming-to-Eam-Fast Fivesome • Your Primary Tool 2. The Twelve Sources of Sensational Selling Success • 16
Why You Can’t Fail • How to Develop Desire • SPRIsthe Difference Between Have and Have-Not • The Purchase Path 3. Question Right and Sink Your Teeth into Sales Success • 32
Twelve Pointers on Question Technique • Questioning 101—The Basics • The Standard Tie-Down • The Inverted Tie-Down • The Internal Tie-Down • The Tag-On TieDown • Tagalong Questions • The Alternate of Choice • The Porcupine Technique • The Involvement Question • Making These Strategies Yours • Make Two Right Turns to Sales Success • Use Both Barrels: Discovery Questions and ix
x
CONTENTS
Leading Questions • How to Take Command with Leading Questions • The Three Principles of Question-Asking Power 4. Creating the Selling Climate • 58 Sell the People Who Can Buy • Don’t Sell Logic—Arouse Emotions • Catch the Change on the Move • Replace Re jection Words with Go-Ahead Terms • The Triad Concept: How to Multiply Your Effectiveness • The Senses That Sell the Emotions
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5. Why Don’t I Do What I Know I Should Do? • 93 How You Get Depressed • The Motivators • The De motivators
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6. Learn to Love No • 120
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How to Reject the Negative Effects of Rejection • The Five Attitudes Toward Rejection • The Creed of the Champion
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7. Finding the People to Sell • 133 Know Your Ratios, and Strive to Impro