Selling All-in-One For Dummies®

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Table of Contents

About This Book
Conventions Used in This Book
What You’re Not to Read
Foolish Assumptions
How This Book Is Organized
Book I: Laying the Foundation for Selling Success
Book II: Prospecting for Gold
Book III: Turning Prospects into Customers and Clients
Book IV: Closing Like a Champ and Getting Referrals
Book V: Negotiating Skills Every Salesperson Should Have
Book VI: Selling in Specialized and Growing Fields
Book VII: Becoming a Power Seller
Book VIII: The Book of Tens
Icons Used in This Book
Where to Go from Here
Book I: Laying the Foundation for Selling Success
Chapter 1: The Seven-Step Selling Cycle
Step 1: Prospecting for the Next Potential Client or Customer
Prequalifying your prospect
Finding — and taking advantage of — a variety of prospecting resources
Getting through to prospects
Step 2: Making Initial Contact
Step 3: Qualifying Prospective Clients or Customers
Step 4: Winning Over Prospects with Your Presentation
Step 5: Addressing Prospective Client or Customer Concerns
Step 6: Closing the Sale
Step 7: Getting Referrals
Chapter 2: Understanding and Connecting with Potential Clients
Getting to Know Your Clients
Gathering information
Considering different personality types
Responding to client fears
Interacting Successfully with Others
Getting names right
Arranging meetings
Presenting your business card
Respecting personal space
Meeting and greeting new people
Giving gifts
Dressing appropriately
Dining out with ease
Choosing Your Words Wisely
Using the best words and phrases
Using only the jargon your clients know
Listening to Your Clients
Chapter 3: Knowing Your Product
What You Need to Know about Your Product
How to Get the Product Information You Need
Attending training sessions and reading product literature
Getting your hands on product samples
Talking with current clients
Picking your colleagues’ brains
Going directly to the source
Keeping an eye on the competition
Book II: Prospecting for Gold
Chapter 1: An Introduction to Prospecting
Prospecting Defined
Cold calling your way to prospecting success
Warming up to warm prospecting
Getting the prospecting mindset
Your Prospecting Options
Using the telephone to prospect for clients
Making contact with direct mail
Getting a face-to-face meeting
Networking online
Key Paths to Prospecting Success
Being a good representative of the product
Selling yourself
Networking for prospects
Changing Your Mindset: Prospecting Can Be Fun!
Setting and achieving goals
Building the four pillars of prospecting
Chapter 2: Prospecting Preliminaries
Finding Out Everything You Can about Your Product
Boning up on your product
Identifying what you’re really selling
Honing Your Prospecting Skills by Becoming a Better Listener
Hearing what your prospect is saying
Showing your prospect that you’re listening
Building a Working Network
Starting your network
Finding people and making contact
Keeping your network up and running
Professional Ethics for Prospectors
Helping people make decisions
Being honest in all your dealings
Delivering what you promise
Being a standard-bearer
Protecting proprietary information
Chapter 3: Fishing for Prospects in the Likeliest — and Unlikeliest — Places
Strategies to Grow Your Prospect List
Talking with friends and relatives
Getting reacquainted with acquaintances
Tapping into business contacts
Talking to salespeople who serve you
Prospecting through other businesses
Helping those wanting to replace a product
Touching base with old clients
Reading the newspaper for client leads
Getting to know service and support people
Striking up conversations with strangers
Finding Potential Clients via Direct Mail
Going Directly to the Inbox: E-mail Marketing
Understanding how people read e-mail
Making your e-mail campaign relevant
Respecting e-mail recipients’ rights
Using News Media to Drum Up Prospects
Picking a medium for your message
Attracting clients with press releases
Don’t Forget — or Neglect — the Referrals!
Where to look for referrals
Getting referrals in six steps
Chapter 4: Prospecting for Untapped and Under-Tapped Markets
Seeing Business Where It Isn’t
Considering a Different Demographic
Targeting a generation
Selling to the disabled
Overcoming racial and ethnic barriers
Going Global: Exploring International Markets
Exploring Other Sales Channels
Looking for Bundling Opportunities
Chapter 5: Approaching Potential Clients without Scaring Them Away
Keeping Your Prospects Open — To You, That Is
Overcoming hurdles of your own making
Figuring out what your prospect wants
Getting your prospect invested — and involved
Sharing Your Message without Getting Shut Down
Working a room like a champion
Words to use — and avoid
Asking effective questions
Approaching the Retail Customer
Asking the right question
Don’t be a space invader
Respond to buying signals
Book III: Turning Prospects into Customers and Clients
Chapter 1: Getting a Meeting and Putting Your Clients at Ease
Knowing the Basics of Contacting Prospective Clients
Reaching Your Potential Clients by Telephone First
Step 1: The greeting
Step 2: The introduction
Step 3: Gratitude
Step 4: The purpose
Step 5: The actual meeting
Step 6: The over-the-phone thank-you
Step 7: The written thank-you
Putting Mail, E-mail, and Face-to-Face Interactions to Work for You
Mailing it in
E-mailing options
Interacting face-to-face
Getting to the Elusive Decision Maker
Going head-to-head with the receptionist
Working with the decision maker’s assistant
Getting creative in your efforts to meet with the decision maker
Getting Your Potential Clients to Like and Trust You
Step 1: Smile deep and wide
Step 2: Make eye contact
Step 3: Say “Hi” (or something like it)
Step 4: Shake hands
Step 5: Offer your name for their names
Step 6: Establish rapport
Approaching Potential Clients in a Retail Setting
Finding alternatives to “May I help you?”
Recognizing the signals your buyers project
Building Common Ground in Any Situation
Keep the conversation light, but move ahead
Avoid controversy
Keep pace with your prospect
Chapter 2: Qualifying Your Way to Success
Qualifying Basics, or How to Think Like a Detective
Keep out of the limelight
Use nonthreatening language and a sympathetic tone
Always take notes
Make the people you’re questioning feel important
Ask standard and innocent questions
Pay attention to both verbal and nonverbal responses
Build on the answers you get
Relieve any tension your questions create
Let them know you’ll be in touch
Satisfying NEADS: The Nuts and Bolts of Qualifying Prospects
N is for “now”
E is for “enjoy”
A is for “alter”
D is for “decision”
S is for “solutions”
Questioning Your Way to Qualifying Success
Tying down the details
Giving an alternate
Getting prospects involved
Chapter 3: Winning Presentations
Getting More Than a Foot in the Door
Find the power players
Be quick or be sorry
Break well, and prosper
Knowing the ABCs of Presenting
Being multilingual (even if you’re not)
Recognizing the posted speed limit
Using words that assume your client will buy from you
Deciphering the human body’s grammar, syntax, and vocabulary
Delivering on long-distance presentations
Letting the Product Be the Star
Getting out of the picture
Staying in control
Mastering the Art of Visuals
Using the visuals your company supplies
Developing your own visual aids
Demonstrating Products to Prospective Clients
Presenting Intangible Goods
Avoiding the Crash-and-Burn Scenario of Presentations
Chapter 4: Addressing Client Concerns
Reading Your Clients’ Signals
Adopting Simple Strategies to Address Your Clients’ Concerns
Bypassing the concerns completely
Helping clients see that they’re trading up
Beating your clients to their own concerns
Distinguishing conditions from objections
Understanding the Do’s and Don’ts of Addressing Concerns
Do acknowledge the legitimacy of the concern
Do get the clients to answer their own concerns
Don’t argue with your client
Don’t minimize a concern
Handling Concerns in Six Easy Steps
Step 1: Hear them out
Step 2: Feed it back
Step 3: Question it
Step 4: Answer it
Step 5: Confirm your answer
Step 6: By the way . . .
Book IV: Closing Like a Champ and Getting Referrals
Chapter 1: The Anatomy of a Close
Recognizing When to Close
Verbal buying signs
Visual buying signs
Choosing Where to Close
Finding a neutral location
Closing at your client’s office
Closing at your client’s home
Using a closing room
Mastering the Test Close
Addressing concerns
Creating a state of urgency
Moving into the Final Close
Shifting to paperwork
Closing the retail sale
Chapter 2: Questioning and Listening Strategies of Champion Closers
Questioning Your Clients
The four types of questions
Pointers for successful questioning
Listening While You Work
Looking at the three types of listeners
Getting your client’s attention
Chapter 3: The No-Frills Close
The Basic Oral Verbal Close
Asking for a purchase order number
Cash, check, or charge? Asking how payment will be made
The Basic Written Close
Obtaining permission
Double-checking and getting a signature
The Assumptive Close
Bridging between Closes
Apologize and address their concerns
Summarize with questions
Ask a lead-in question
Chapter 4: Closes That Overcome Fear
Covering the Basics: Fear Fundamentals
Identifying the Source of a Buyer’s Fear
Your buyer fears you
Your buyer fears making a mistake — again
Your buyer fears being lied to
Your buyer fears incurring debt
Your buyer fears losing face
Your buyer fears the unknown
Your buyer’s fear is based on prejudice
Your buyer’s fear is based on third-party information
Figuring Out and Overcoming Buyers’ Fears
Uncovering the client’s fears
Replacing rejection words with go-ahead terms
Understanding the decision-making process
Adapting to the emotional environment
Closes That Overcome Fear
The “If you say yes . . .” close
The negative economy close
The big bargain close
The money or nothing close
The increased productivity close
The competitive edge close
The law of ten close
The make it better close
The buyer’s remorse close
The economic truth close
The time trap close
The gaining versus losing close
Chapter 5: Closes That Put an End to Buyers’ Procrastination
Why Do Buyers Procrastinate?
They fear making decisions
They lack trust in you
They want your attention
They’re seeking education
They want to compare apples to oranges
They lack interest in the product
Signs of a Procrastination in Progress
Changing the subject
Body language clues
Allowing interruptions
Canceling visits
Not returning calls
Wanting to do lunch — a long lunch
Handling Procrastinators with Ease
Creating a sense of urgency
Working the responsibility angle
Showing customers how to be a hero
Assuming the close
Having an agenda — in writing
Recognizing the buyer’s stress
Using the scale approach
Relating to a similar situation
Thinking it over
Keeping track of inflation
Showing that you get what you pay for
Fitting your product into the client’s budget
Reaching a compromise
Incorporating a third party
Putting yourself in your buyer’s shoes
Chapter 6: Closing the Tough Customer
Recognizing a Tough Customer
Using the Triplicate of Choice for Money Strategy
Following simple steps to success
Figuring out the math
More Ways to Close the Tough Guys and Gals
Build value
Empower your buyers
Praise their negotiating skills
Follow Up Even If the Buyers Don’t Buy
Chapter 7: Remote Closing
Ensuring a Successful Close by Phone
Check in with the client before he makes his final decision
Arrange a specific time for the call
Thoroughly review the account details before the call
Ease into the close
Hold the buyer’s attention
Sending Documents for Remote Closes
Just the fax, ma’am
E-mailing your closing document
Internet Closing
Making sure your website lets customers close easily
Using the Internet’s unique capabilities to close a sale
Chapter 8: Getting Referrals from Your Present Clients
Understanding Where, How, and When Referrals Arise
Figuring out where to get referrals
Unlocking the key to getting referrals: Ask!
Figuring out when to get referrals
Getting Referrals in Six Easy Steps
Step 1: Help your client think of specific people he knows
Step 2: Write the referrals’ names on cards
Step 3: Ask qualifying questions
Step 4: Ask for contact information
Step 5: Ask your happy client to call the referral and set up the meeting
Step 6: Ask to use the client’s name when you contact the referral
Setting Up Meetings with Referrals
Qualifying the referral
Keeping your energy and effort high
Following Up with Your Referrals
Imposing order
Gauging your nuisance quotient
Keeping track of your successes
Sticking with the follow-up program
Book V: Negotiating Skills Every Salesperson Should Have
Chapter 1: Preparing for Negotiating Success
The One with the Most Knowledge Wins
Playing Detective
Solving the mystery of value
Researching your opponent
Identifying the Right Person
Working with what you get
Choosing the person you negotiate with
Preparing for someone you know
Looking below the Surface: Hidden Agendas and Secondary Motivations
Uncovering hidden agendas
Recognizing the secondary reason behind the negotiation
Putting It in Writing: The Information Checklist
Preparing to Negotiate across the Globe
How to speak like a native when you aren’t
How to research the right culture, subculture, or individual
What to Do When You’re Not Ready
Chapter 2: Choreographing the Negotiation
Controlling Your Environment
Finding a place for the negotiations
Seating with purpose
Checking the Guest List
Setting an Agenda
Leaving Enough Time
Preparing Yourself
Being alert
Dressing for success
Mirroring your environment
Taking Control from the Moment You Walk through the Door
Chapter 3: Keeping Your Emotions in Check
Pushing the Magic Pause Button
The purpose of the pause
Telling the other person that you need a pause
Knowing when to pause
What to do when you pause
When you’re not the only one to pause
Handling Hot-Button Issues
Pushing the pause button on anger
Expressing enthusiasm
Acting assertively
Dealing with discouragement
Handling Stressful Situations
At war with yourself
Stop, look, and listen . . . before you have a cow
Chapter 4: Telling It Like It Is
Communicating Clearly
Presenting your ideas in a way the other person can understand
Checking your clarity
Knowing your purpose or goals
Cut the mumbo-jumbo
Keeping your commitments
Being clear in your written communication
Overcoming Barriers to Clarity
Fear of rejection
Fear of hurting someone else
General distractions
Inappropriate comments and phrases
Other communications faux pas that can really garble your message
When You Have to Say No
Steering Others to Clarity
Tangent people
Unprepared people
Too busy to be clear
Chapter 5: Win-Win Negotiating
Creating Win-Win Negotiating
Know the difference between good and bad deals
Ask yourself some key questions
Getting Past the Glitches
Personality types that block closing
Tactics that torment
The ultimate glitch — someone walks away
Book VI: Selling in Specialized and Growing Fields
Chapter 1: Selling Real Estate
How the Business of Selling Real Estate Works
Types of Real-Estate Sales: Residential versus Commercial
Looking at commercial real estate
Looking at residential sales
Researching and Understanding Your Marketplace
Sources of market information
Analyzing market facts and figures
Prospecting Your Way to Listings and Sales
Prospecting for listings
Prospecting for buyers
Qualifying your prospects
Fundamentals for Presenting Listings
Including key points in your presentation
Going for the close
Other Ways to Maximize Your Real-Estate Sales Success
Putting the focus on winning customers
Staking your competitive position
Become a listing agent to be really successful
Winning business from expired and FSBO listings
Generating top-notch referrals
Chapter 2: Selling Insurance
Exploring Your Role as an Insurance Agent
Connecting with Potential Clients
Getting your information out there
Becoming the local expert
Gaining Trust Before the Sale
Being trustworthy
Being responsive
Getting Licensed to Sell Insurance
Looking at types of licenses
Considering training and education requirements
Checking Out Additional Resources
Chapter 3: Selling Financial Services
Defining the Industry
Offering the Basics and More
Banking services
College funds
Retirement programs
Qualifying Yourself
Identifying the Selling Skills You Need for Financial Services
Be a product of the product
Expect rejection
Open the door of communication
Prepare them so you can do your job right
Take control of the seating
Calm potential clients’ fears
Ask the necessary questions
Clarify answers
Chapter 4: Selling in the Medical Field
What Makes This Field Different
Defining the Industry
Determining the products you like
Qualifying yourself
Selling Skills for Medical Products
Expect stalls
Determine the decision makers and influencers
Open the door of communication
Educate with benefits
Chapter 5: Selling Biotechnology
Exploring Biotech Products and Other Applications
Considering Biotech Controversies
Understanding concerns about cloning technologies
Looking at genetically modified foods
Exploring the costs and benefits of biofuels
Connecting with Biotech Customers
Selling to distributors
Selling directly to customers
Sticking to the Straight and Narrow: Legal and Ethical Considerations
Exploring Additional Resources
Book VII: Becoming a Power Seller
Chapter 1: Becoming the Power Seller You Want to Be
Charting Your Road Map to Sales Success
Drawing up your sales plan
Prioritizing your tasks
Putting your plan into action
Tracking progress and correcting course
Assessing your progress . . . or lack thereof
Discovering New Sales Techniques
Reading up on new selling strategies
Tuning into sales tapes and CDs
Attending sales seminars and workshops
Swapping secrets with colleagues
Keeping pace with your industry
Setting the Stage for an Unlimited Upside
Replacing the wrong product or service with one that’s right
Upgrade to better customers
Acquiring the support and resources you need
Abandoning the I-can-do-it-all mentality
Chapter 2: Getting in Step with Your Customer
Knowing Why Buyers Buy
Looking at the seven buyer motivations
Identifying motivations for buying your product or service
Collaborating on the Purchase Decision
Calling attention to the problem or need
Identifying possible solutions
Weighing costs and benefits
Second-guessing the decision
Brushing Up on a Few Power-Selling Techniques
Dealing with the decision maker
Mastering the meet and greet
Asking questions to draw out the information you need
Mirroring your customer
Looking for win-win opportunities
Changing “no” to “know”
Knowing when to stop
Practicing Your Sales Presentation
Chapter 3: Teaming Up for Success with Personal Partnering
Flagging Areas for Improvement
Performing a self-assessment
Taking a sales skills assessment test
Gathering insight from colleagues
Collecting customer feedback
Listening to the boss
Targeting Key Skills
Teaming Up with Your Personal Partner
Finding a good match
Sharing your priorities and your plan
Setting the ground rules
Keeping each other on track
Reviewing, celebrating, and building
Chapter 4: Embracing Change as a Growth Strategy
Working on Your Business
Keeping an Eye on How Customers Buy
Getting a handle on the basics
Asking the right questions
Staying on top of changes
Changing the Way Customers Buy
Looking for cross-selling opportunities
Identifying new selling methods
Identifying revenue-generating opportunities
Prepping your customers for the coming changes
Serving the savvy consumer
Tweaking Your Current Marketing and Sales Strategy
Keeping score: What works? What doesn’t?
Finding the “why” behind your customer’s “no”
Leaving a proven product alone
Capitalizing on Changes in the Industry
Chapter 5: Branding Yourself through Shameless Self-Promotion
Discovering the You in Unique
Crafting a Unique Selling Point
Moving from features to benefits to solutions
Crafting your personal-professional unique selling point
Implementing your unique selling point in marketing and sales
Designing a Consistent Look and Feel for Your Brand
Establishing Brand Presence on the Internet
Boosting Your Street Cred
Speaking to local groups
Volunteering your time and expertise
Becoming the resident expert
Mastering the 10/10/20 technique
Chapter 6: Putting the Latest Technologies to Work for You
Overcoming Resistance to New Technology
Assuming a playful attitude
Overcoming objections to the cost
Getting over the feeling that it’s unproven
Pumping Up Your Productivity with Computers and Software
Becoming a road warrior
Mastering a contact management program or customer relationship management system
Knowing your way around a presentation program
Tapping into the Web
Researching customers and competitors
Gathering leads
Claiming your “place” listings
Soft-selling through social media
Tapping the power of pay-per-click advertising
Networking with colleagues online
Discovering new sales “secrets”
Tuning in with the Latest Communication Tools
Optimizing the power of your phone system
Improving e-mail efficiency
Hopping on the smartphone bandwagon
Keeping in touch with instant messaging
Teleconferencing over the Internet
Chapter 7: Tapping the Power of Word-of-Mouth Advertising through Social Networking
Grasping the Concept of Social Media
Exploring the social-media and social-networking landscape
Applying social media to marketing and advertising
Putting the “social” in marketing media
Assessing the pros and cons of social media and networking
Drawing Attention to Yourself with Blogs
Updating your blog with fresh content
Populating your blog with relevant links
Getting your blog discovered on Technorati
Distributing your content with RSS
Enabling users to distribute your content
Converting blog traffic into sales
Establishing a Presence in Virtual Communities
Engaging the Facebook community
Tweeting on Twitter
Getting some air time on YouTube
Dig it, man, Digg it!
Book VIII: The Book of Tens
Chapter 1: The Ten Biggest Sales Mistakes
Undervaluing Prospecting
Not Taking Charge or Responsibility
Talking Too Much
Using the Wrong Words
Not Practicing What You Learn
Not Asking for Referrals
Lacking Sincerity
Ignoring Details
Falling into a Slump
Not Keeping in Touch
Chapter 2: Ten Power-Selling Tactics and Techniques
Focus on Relationships, Not Sales
Generate Positive Publicity for You and Your Company
Implement an Hour of Power
Work Your Way to the Decision Maker
Be Yourself
Focus on Ends and Let the Means Fall into Place
Prioritize Your Customers
Ask for Referrals
Stay Put Instead of Job Hopping
Just Do It!
Chapter 3: Ten Ways to Break a Sales Slump or Avoid It Entirely
Steering Clear of Sales Slumps
Motivating Yourself with Added Incentives
Steering Clear of Negative People and Situations
Starting Right Now
Recommitting Yourself to Success
Ramping Up Your Lead Generation
Revisiting Your Relationships
Reviewing Your Records
Consulting an Expert
Getting Friends and Family Involved
Chapter 4: Ten Advanced Closes
The Wish-Ida Close
The “No” Stall Close
The Best-Things-in-Life Close
The No Close
The My-Dear-Old-Mother Close
The Sharp-Angle Close
The Buyer’s-Remorse Close
The Secondary-Question Close
The Take-It-Away Close
The Lost-Sale Close
Chapter 5: Ten (Or So) Ways to Sound Like a Pro on the Phone
Always Use a Headset
Stand Up and Be Heard
Spice Up Your Delivery
Talk Less and Listen More
Limber Up Your Body
Warm Up Your Voice
Put in Pre-Call Practice Time
Bundle Your Calls
Tape and Replay Your Calls
Cheat Sheet

Selling All-in-One For Dummies®



About the Authors

Tom Hopkins: Tom Hopkins is the epitome of sales success. After starting out as a failure in sales at age 19, he achieved millionaire status by the age of 27. This was accomplished through study, perseverance, and a lot of trial and error. Tom is now chairman of Tom Hopkins International, one of the most prestigious sales-training organizations in the world. Tom’s selling strategies have been proven effective in hundreds of cultures, in all types of economic cycles, and for products ranging from A to Z. Tom has written 15 books, including Selling For Dummies, Sales Prospecting For Dummies, and Sales Closing For Dummies (all published by Wiley), as well as the best-selling How to Master the Art of Selling (Business Plus), which has sold more than 1.6 million copies.

Dirk Zeller: Dirk Zeller, CEO of Sales Champions and Real Estate Champions, is one of the world’s most published authors on success, time management, sales, and productivity. As a speaker and lecturer, he has presented before large audiences on five different continents. His tools, systems, and strategies for success are used in more than 97 different countries worldwide.

Ralph R. Roberts: Ralph R. Roberts’s sales success is legendary. He has been profiled by the Associated Press, CNN, and Time magazine, and was once dubbed by Time “the best selling Realtor® in America.” In addition to being one of the most successful salespeople in America, Ralph is also an experienced mentor, coach, consultant, and author. He has penned several successful books, including Flipping Houses For Dummies and Foreclosure Investing For Dummies (both published by Wiley), Sell It Yourself: Sell Your Home Faster and for More Money Without Using a Broker (Adams Media Corporation), Walk Like a Giant, Sell Like a Madman: America’s #1 Salesman Shows You How To Sell Anything (Collins), 52 Weeks of Sales Success: America’s #1 Salesman Shows You How To Close Every Deal! (Collins), REAL WEALTH by Investing in REAL ESTATE (Prentice Hall), and Protect Yourself from Real Estate and Mortgage Fraud (Kaplan). Although Ralph has many varied skills and interests, his true passion is selling . . . and showing other salespeople how to boost their sales and profits. In Selling All-in-One For Dummies, Ralph reveals the practical sales tips and tricks he’s gathered over the course of his more than 30-year career and challenges you to put them to work for you. To find out more about Ralph Roberts, visit

Joe Kraynak: Joe Kraynak is a freelance author who has written and coauthored dozens of books on topics ranging from slam poetry to computer basics. Joe teamed up with Dr. Candida Fink to write his first book in the For Dummies series, Bipolar Disorder For Dummies (Wiley), in which he showcased his talent for translating the complexities of a topic into plain-spoken practical advice. He then teamed up with Ralph R. Roberts to write the ultimate guide to flipping houses, Flipping Houses For Dummies, and delivered an encore performance in Foreclosure Investing For Dummies (both published by Wiley). His other For Dummies titles include Food Allergies For Dummies, Clarinet For Dummies, and Financing Real Estate For Dummies (all published by Wiley). To find out more, visit

Michael C. Donaldson: Michael C. Donaldson is a founding partner of Berton & Donaldson, a Beverly Hills, California, firm specializing in entertainment and copyright law, with an emphasis on the representation of independent film producers. He is the author of Do It Yourself! Trademarks & Copyrights and Clearance & Copyright — Everything the Filmmaker Needs to Know; he also wrote the introduction to Conversations with Michael Landon. Donaldson earned his law degree in 1967 at the University of California, Berkeley. He is a member of the Beverly Hills Bar Association (where he was once co-chairman of the Entertainment Section), the Los Angeles County Bar Association, the State Bar of California, and the American Bar Association. He is listed in the current edition of Who’s Who in American Law. He is also a member of the Los Angeles Copyright Society.

Meg Schneider: Meg is an award-winning writer with more than two decades of experience in journalism and public relations. She has authored or coauthored several books, including Stem Cells For Dummies and Business Ethics For Dummies (both published by Wiley). Meg’s journalism honors include awards from the Iowa Associated Press Managing Editors, Women in Communications, the Maryland-Delaware-D.C. Press Association, Gannett, the New York State Associated Press, and the William Randolph Hearst Foundation. She recently returned to her native Iowa after 16 years on the East Coast.


We dedicate this book to you, the reader. May your career in sales be long and fruitful!

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Welcome to Selling All-in-One For Dummies, your one-stop guide for everything you need to know about selling products and services to businesses and consumers. Because selling is both a science and an art, we don’t stop with the simple nuts-and-bolts information, like how many prospects you need to call to generate the right number of follow-throughs, or what resources you can tap into to gather the information you need, or what kinds of things your sales presentation needs to cover. This book also delves into the art of selling, which is the key difference between good (or even very good) salespeople and great ones.

So, what is the art of selling? It’s people skills. After all, knowing how to get along well with others is a vital skill — especially if your career involves persuading them toward ownership of your ideas, concepts, products, or services. To be successful in sales, you must be able to cooperate, have good listening skills, and be willing to put others’ needs before your own.

If you have in your arsenal the selling skills covered in this book, you’ll have more happiness and satisfaction in all areas of your life, not just in your selling career (although your selling will certainly benefit, too).

About This Book

Selling All-in-One For Dummies can help you get more happiness and contentment out of your life right now by helping you gain more respect, more money, more recognition for the job you do, more agreement from your friends and family, more control in negotiations, and, of course, more sales. Above all, this book is a reference tool, so you don’t have to read it from beginning to end. Instead, you can turn to whatever chapter contains the information you need when you need it.

Each book focuses on a particular topic and is divided into chapters that deal with the various aspects related to that topic. For example,

check.png If you struggle with prospecting in general, you can read any of the chapters in Book II.

check.png If you have a presentation coming up and want to make sure it goes smoothly, head to Book III, Chapter 3.

check.png If you’re looking for a variety of closing techniques, head to Book IV, which is devoted to that topic.

check.png If you have a negotiation coming up and want to bone up on your negotiating skills, look no further than Book V.

check.png If you sell in an industry like biotech or financial services, you can find chapters specific to those, as well as other specialized industries, in Book VI.

check.png To find out how to tap into social media as a way to beef up sales, go to Book VII, Chapter 7.

The point is, you can keep coming back to this book over and over as you need to throughout your selling career.

Conventions Used in This Book

To help you navigate this book, we use the following conventions:

check.png Boldface highlights key words in bulleted lists and key instructions in a numbered list.

check.png New terms and emphasized words appear in italic.

check.png Web addresses appear in monofont. If a web address breaks across two lines of text, no extra spaces or hyphens have been added. Just type in exactly what you see as though the line break doesn’t exist.

check.png We tried to alternate the genders of pronouns used to refer to both salespeople and customers, but we didn’t take out a calculator and tally them up, so rest assured that if you notice an imbalance, it wasn’t intentional.

What You’re Not to Read

Because this book is a reference, you really need to read only what you want to read, which means that you can skip everything else. If you’re in a hurry or are a “just the facts, ma’am” type of person, you can easily identify information that, although interesting and helpful or enlightening, isn’t strictly necessary in order to understand the discussion at hand:

check.png Anything marked by the Anecdote icon

check.png Sidebars, those shaded boxes that you see sprinkled throughout the book

Foolish Assumptions

In putting this book together, we made some assumptions about you:

check.png You’re either already in sales or considering going into sales. It doesn’t matter whether you’re selling corporate jets or cookies, the basic selling strategies apply simply because you’re selling to people.

check.png You like people in general and enjoy working with them. In other words, you’re not a hermit or a recluse, you don’t have an extreme case of anthropophobia (fear of people), and you aren’t painfully shy.

check.png You want to be a better salesperson. Whether you’re brand-new to sales and find yourself struggling or you’re an experienced salesperson who already makes a decent living, you’re committed to becoming even better.

check.png You’re interested in learning and willing to experiment and apply the strategies in this book. If you’re not serious about at least trying something new to get different results than you’re getting now, you might as well give this book to someone else. This book contains answers, strategies, and tactics for successfully selling products and services, but they won’t work unless you put them to work.

How This Book Is Organized

Selling All-in-One For Dummies is organized into eight books, each dealing with a particular sales-related topic. Each book is divided into chapters that deal with specific subjects related to that topic. Here’s a quick preview of what to expect from each book in this All-in-One so that you can turn to the one that interests you the most.

Book I: Laying the Foundation for Selling Success

Every industry or business requires that its professionals have a solid foundation. If you want to be a physician, for example, your foundation would be in the anatomy of the human body and its processes. The foundation for electricians is built on the general properties of electricity, wiring, and circuitry.

A solid foundation in sales means understanding the selling cycle and knowing what you need to know about your product or service. Read this book to bone up on (or review) the basics.

Book II: Prospecting for Gold

Very few sales professionals will tell you that prospecting (finding the right buyers for the product or service and selling them on their need for your product or service) is their favorite part of the job. And it may never be your favorite part of the job. But it’s a vital part of the selling cycle, and it’s why we’ve devoted an entire book to it.

To prospect well, you need to know where to look for potential customers and how to approach them. Perhaps even more important, you need to remember that prospecting isn’t about waylaying some poor unsuspecting Joe or Josephine and talking that person into buying whatever you’re selling (an all-too-common perception). Prospecting is all about finding someone who has an actual need that your product or service can really, truly, honestly meet. In this book, you find all the strategies and advice you need to prospect with confidence.

Book III: Turning Prospects into Customers and Clients

Prospecting is just the beginning of a selling cycle. Now you have quite a job in front of you: turning that person into an actual customer or client. Doing so requires a series of steps: qualifying that person (making sure he has a real need for what you’re offering and the authority and resources to make the buying decision), presenting your product or service to him, and addressing any concerns he may have. This book tells you everything you need to know to accomplish each of these tasks in a way that leads you closer to your ultimate goal: the closing.

Book IV: Closing Like a Champ and Getting Referrals

“So, you ready to sign your life away?” is not a good closing strategy. Nor is “Let’s get this thing done” or “That’s all I got. Whadaya think?”

In fact, no matter how beautifully you execute all the other steps in the selling cycle up to this point, if you handle the close poorly or too quickly, you can lose the sale in a heartbeat. Even if you approach the close well, the potential client may still be resistant to making that final decision to invest in your product or service. So, not only do you need to know the best time and the best way to approach a close, but you also need to know multiple closing strategies.

In this book, you find out how to determine the best time to approach the close, specific closing strategies to use depending on the particular scenario, and how to avoid the traps that too many salespeople fall into. This book also includes information on getting referrals, because one of the best times to ask for referrals is at the conclusion of a successful close.

Book V: Negotiating Skills Every Salesperson Should Have

Face it: As a salesperson, you often find yourself in situations where you have to negotiate. But the truth is, many people lack the negotiating skills that could help them be more successful when trying to close a deal. Most people assume that they know a great deal about negotiating because they’ve done it so often, but that isn’t the case. For this reason, this entire book is dedicated to the fundamental skills, the key strategies, and the good advice every person in a negotiation situation should know.

The mission of this book is to help you negotiate from strength. Understanding the structure of every negotiation in which you’re involved transforms you into a confident and successful negotiator. After you’ve mastered the basic skills of negotiating and achieved this position of strength, every tough situation you encounter becomes easier to analyze and conquer.

Book VI: Selling in Specialized and Growing Fields

No matter what you sell, the information, instructions, and advice shared throughout this All-in-One are applicable, but in certain industries, you may need to adapt or refine your approach. If you sell pharmaceuticals, for example, your prospect pool is more targeted than if you sell washing machines. Selling in the biotech industry requires that you be aware of any controversies that may impact your products.

This book provides targeted information for selling in several specialized and growing industries.

Book VII: Becoming a Power Seller

Inside every great salesperson is a power seller just waiting to come out. A power seller is a great salesperson who is a money-generating machine. Becoming that salesperson requires not only having mastered all the components of your profession, but going beyond and thinking creatively about how you can maximize your impact and reach.

This book shows you how to reach the pinnacle of your career. We cover how to exploit change to your advantage; how to expand your influence through self-promotion, personal partnering, and branding; how to use the latest technologies and social media to expand your reach; and more.

Book VIII: The Book of Tens

The short chapters in this book are packed with quick ideas and advice that can help you avoid common mistakes, boost your skills, break your slumps, and more. Go to this book when you need a quick recharge or refresher.

Icons Used in This Book

This book uses icons (those little pictures you see in the margins throughout this book) to draw your attention to specific kinds of helpful and interesting information. Here’s a list of the icons used in this book and what they signify.

anecdote_rremploy.eps This icon points you to stories from top salespeople who’ve been in your shoes and who encountered challenges you’re likely to encounter. Although interesting and illuminating, these personal anecdotes are not strictly necessary reading. Feel free to skip them if you’re in a rush or on a mission.

tip.eps When you see this icon in the margin, the paragraph next to it contains valuable information on making the sales process easier or faster.

remember.eps Some things are so important that they bear repeating. So, this icon — like a string tied around your finger — is a friendly reminder of crucial pieces of information and skills you’ll want to commit to memory and use throughout your sales career.

warning_bomb.eps An important part of achieving success is simply eliminating the mistakes. And the information marked by this icon — which highlights those things you want to avoid — helps you do just that.

international_black.eps We live in a global world, and knowing how to accommodate the expectations and traditions in cultures other than your own can help you meet the needs of a broader customer base. To find information that gives you insight and strategies to use when you’re in a culturally diverse environment, look for this icon.

telephonesales.eps Despite all the more-advanced technology that lets people communicate remotely (think video conferences, social-media platforms, even the no-longer-newfangled capabilities of e-mail), many sales tasks still involve the good old-fashioned telephone. This icon highlights advice on how to make your business calls effective (and keep them legal).

Where to Go from Here

Because this is a reference book, you get to decide where you want to go. If you’re looking for general topics, glance through the table of contents or the index. Or you can simply flip the pages until something catches your eye.

To make the most effective use of the material in this All-in-One, do a little self-analysis to see where you’re the weakest and then go to those areas first. Doing so will bring you the greatest amount of success in the shortest amount of time. Not sure what your weakest area is and don’t want to take any time figuring it out yourself? Then think about this: Studies by Tom Hopkins International have shown that most traditional salespeople lack qualification skills. They waste a lot of time presenting to people who can’t truly make decisions on what they’re selling. So, why not try that topic first? You can find it in Book III, Chapter 2.

Still not sure? Then start at the beginning and read through to the end. We promise you’ll find lots of good information from the very first page to the very last.

Book I

Laying the Foundation for Selling Success


In this book . . .

Whether you’re just starting out in sales or you’ve been at it since the beginning of time, Book I provides great information you can use to strengthen your foundation of selling skills. Here you find the seven steps of the selling cycle and discover how to put these steps to work for you. This book also fills you in on what you need to know about your product and your potential clients, as well as how to find that information.