how to be as ales superstar summary

8/7/2019 How to Be as Ales Superstar Summary

http://slidepdf.com/reader/full/how-to-be-as-ales-superstar-summary 1/6

by Mark Tewart John Wiley and Sons© 2009, Mark TewartISBN: 9780470300961225 pages, $24.95

SUCCESS.com SUCCESS BOOK SUMMARI

Breaking All the Rules PUT A NEW SPIN ON TRADITIONAL SALES TRAINING

METHODS, AND BECOME A SALES SUPERSTAR

QUICK OVERVIEWMany unsuccessful salespeople have made the mistake of relying on outdated

sales techniques and are frustrated with the (lack of) results. In How to Be a SalesSuperstar, Mark Tewart reveals new sales methods that can propel today’s salespeople

to superstardom. Tewart examines core principles that lie at the heart of success:

people skills, life-management skills, and sales and marketing skills. Tewart outlines

how to master these skills to achieve positive and lasting results. Tewart’s modern

techniques equip salespeople to develop the condence and enthusiasm they need to

succeed. In 13 easy-to-read chapters, Tewart imparts updated specialized knowledge

that, if applied, can result in sales superstar status.

APPLY AND ACHIEVETraditional sales methods may have worked years ago, but customers have grown

tired of hearing the same old thing. In How to Be a Sales Superstar , Mark Tewart

pinpoints how once-lauded sales approaches cost salespeople money and condence.

With the updated tool kit outlined in this book, salespeople can replace old advice

and wisdom with fresh and insightful tools designed for real, lasting success.

Beginning with a rened image of the sales industry, Tewart explains a better way

to set and view goals, why time management is ineective, the positive ways to

generate leads and every stage of a carefully orchestrated sale. By applying these

principles to their profession, salespeople can become masters of communication and

relationships. In turn, these sales professionals will see their careers catapulted to

previously unimagined heights.

How to Be a Sales Superstar: Break All the Rules and Succeed While Doing Itby Mark Tewart

SUCCESS PointsFrom this book you will learn:

Why• sales is not a

dirty word

What “P.S. statements” a•

and how they sabotage

your success

Why action management•

has replaced time

management

Why 90 percent of•

salespeople underachiev

How to avoid the biggest•

mistake in customer

follow-up



How to Be a Sales Superstar


Most people have negative conditioning toward

sales as a profession. Many people working

in sales didn’t aspire to be salespeople; they

backed into it. Salespeople have a reputation

or being pushy, greedy and dishonest. But here’s the real ity:

The world as we know it exists and functions the way it does

ecause of sales. Our economy and way of life depend on

omeone selling something. We have food to eat, cars to drive

nd houses to live in because people are selling these things

very day. Therefore, sales is an extremely necessary and noble

rofession of which those who work in it should be proud.While many unsuccessful salespeople blindly follow the

masses in sales principles and techniques, sales superstars

ubscribe to the contrarian view. This view rejects majority

pinion and takes an opposing position. Successful salespeople

must often reverse the popular mindset.

WHAT DO YOU NEED TO BE ASALES SUPERSTAR?

Sales Skills: You must understand how to recognize

objections, why people have them and how to overcomethem. You must also know how to present and demonstrate

your product or service and how to negotiate professionally.

People Skills: Having strong people skills involves

thinking like a customer and truly caring for them. You

must develop excellent listening skills and be able to read

and understand people.

Life Skills: You must be precise in what you think, what

you do, when you do it and why you are doing it.

Marketing Skills: Not marketing in the traditional sense,

but emotional direct response marketing.

Salespeople are not born; they are made. Eliminate excuses,reconceived ideas and mental baggage so your journey to

ecoming a sales superstar can begin.

CREATING THE MIND OF ASALES SUPERSTAR

The power of the mind is undeniable. Your mind has the

ower to shape your personal philosophies. In order to shape

philosophy, you must identify and destroy your roadblocks,

nd you must remove your P.S. statements.

Identify and destroy your roadblocks. It’s only when you identify

your setbacks and patterns, and their reasons and emotional

roots that you can begin to correct them. After pinpointing any

negative ideas you have about money and being successful, refuse

to ever again let them deter you from success. For example,

popular movies and TV shows tend to convey the message that

rich people are bad people. And your own friends and family

members may have instilled certain ideas within you that may

cause you to feel guilty for wanting to have money. Recognizing

these concepts as pitfalls and refusing to let them get in your way

is a crucial step to becoming a sales superstar.Remove your P.S. statements. A P.S. statement is a statement

that comes to your mind after a main point as been addressed.

Subconsciously, people attach these statements to their goals,

and they come out sounding like this: “I would do that,

except…” or “I will do that when….” These statements put

limitations on our goals. By recognizing these statements and

taking away the power they hold over you, you are choosing to

have no limitations.

GETTING YOUR MBA—MASSIVE BANK ACCOUNTThere is nothing wrong with formal education. But formal

education rarely equates to the type of knowledge you will

need to succeed in sales. This is why we focus instead on

real-world sales education. Here are some basics of getting a

real-world education:

Find your magic learning button. Are you a visual,

auditory or kinesthetic learner? Become aware of the way

you learn best.

Discover group education. Learning with others enables

you to receive input from others, as well as give input toothers. Every salesperson should have a sales partner who

can assist the other in improving his sales skills.

Mastermind with others. Successful people have

mentors who teach them individually, and they surround

themselves with groups of successful people to learn from

and share information.

Educate through experience by mystery shopping.

Everyone in sales should check out the competition

by mystery shopping. It will show you the caliber of

business—both good and bad—that is done on a daily basis.



Turn Fantasy into RealityOthers’ opinions of you are simply opinions. What

someone thinks of you does not necessarily have

anything to do with who you are. The opinion that

matters most is your own. You can therefore use your

opinion of yourself to create your own reality. You must

continually feed your subconscious mind with images

and messages of who you want to be. Further this by

doing the following:

Write down what you desire•

Write it again and again until you can see it in your•

mind’s eye

Picture yourself having achieved these goals and•

doing the things you want to do

Don’t let anyone detract from your mission•



Tap into the brains of experts. The Internet oers a

wealth of information. By subscribing to blogs, RSS feeders

and e-mail newsletters, you can access enough free resourcesto keep you learning for life.

GETTING WHAT YOU WANTRIGHT NOW!

Goal-setting is a traditional component of building success,

but the truth is that setting goals can set you up for failure.

Traditional goal-setting sounds good in theory, but it does

not get the job done. To accomplish your goals, you must

understand your patterns and take intelligent, quantiable

action. It’s easy to say you want something, but you mustuncover what is behind this desire. Proclaim your goals in a

way that makes them feel as though they are reality, which

brings you one step closer to making them reality.

To create a clear vision:

1. Discover and leverage your previous and existing

positive imagery and emotions.

2. Create powerful statements of intention.

3. Take actions on your goal.

4. Reinforce the action until completion of your goal.

As you improve yourself, you begin to think with a higher

level of energy. Think of this as a video game where you h

to get a good enough score for one level in order to go to t

next level. Once you’ve improved enough to enter yet ano

level, you create another opportunity for improvement. T

the beauty of sales, business and life: You never master the

game. You always get to improve, and it’s th is very act of

improving that makes it all so much fun.

PUT TIME ON YOUR SIDEA lie of time management is that multitasking will help

save time and enable you to handle everything at once. Th

truth is that when you overdo multitasking, you may nd

the results of your actions have become less than satisfacto

Many technological devices that are designed to save us tim

can actually eat up our time. Which is faster when on the

to pull out a laptop, turn it on and type in information, or

to pull out an index card and jot the information down un

you can get back to your o ce? Does your cell phone ring

so much that you can’t get anything done? Don’t give in to

technological trends just because the devices are available.

Determine which ones work the best for you and steer clethe ones that impede your productivity.

Traditionally, time management has been upheld as a ke

to success. Instead of focusing on time management, focus

action management. If an action will make you money, hel

you grow, or move you toward the accomplishment of a go

then do it. If an action does not accomplish any of these th

then dump it. People, habits and technology should ideally

tools we can use to maximize our time. Get results with y

actions by wisely utilizing your time. You don’t get paid by

hour; you get paid by the value you bring to the hour.

IT’S ALL ABOUT THE ATTITUDEHere are a few habits that will help you develop the attit

of a sales superstar:

Bombard your brain with optimism. While readin

or listening to the news every day, don’t allow yourself

become overwhelmed by all the bad news. Instead, look

for stories and ideas that you can somehow use in your

industry. Post your goals and a favorite quote on your

bathroom mirror.


http://slidepdf.com/reader/full/how-to-be-as-ales-superstar-summary 4/6 SUCCESS.com SUCCESS BOOK SUMMARIES

Exercise. Exercise is a huge attitude booster. People who

exercise are more likely to break out of their comfort zones

and push their capabilities.

Think positively. You are in charge of your thoughts, so

choose your thoughts wisely. Take the top ve things you

want to dwell on and tape them to your steering wheel, desk

and mirror. Make yourself dwell habitually on your positive

attitude and on the attitude you have when you get the results

you like.

You’ll also need to protect your income from the

brain snatchers. It’s a fact that success breeds jealousy, envyand enemies. Giving one minute of anger to other people’s

insecurities is a minute wasted. If you remain optimistic,

negative people will move on to other negative people, because

those are the kind of people they are more comfortable with.

Always analyze your actions, the people you are with, and how

they add or subtract from your superstar attitude.

LEAD GENERATION = $ CREATIONGenerating leads is critical to the success of your business.

This requires creating marketing strategies. Here are someoints to keep in mind while designing your marketing plan:

1. TLC (Think Like a Customer): Approach the situation

from the customer’s point of view.

2. WIIFM (What’s In It For Me?): Customers want to

know how you can resolve their pain, their fears or their

problems, or how you can give them something they want.

3. SDP (Specic Dening Proposition): Customers want

to know precisely why your product or service is unique

and the best choice.

4. Leverage: Use customer anecdotes that cite specic

results from using your product or service.5. Call to Action: When executing a marketing strategy,

be clear about your contact information, deadlines, special

oers or any other steps you are asking customers to take.

6. Use Scarcity: People desire what they can’t have or might

not be able to get.

7. Value vs. Price Proposition: Carefully set your prices.

Having the lowest prices is not always the best idea, since

it can lessen the perceived value of a product or service.

Having a high price, and then adding signicance through

extras and add-ons, can create value.

8. Law of Reciprocity: As much as possible, provide

customers with information, education and other resources

about your product or service. This costs the salesperson

very little, but provides a great amount of value for

his customers.

9. Explore dierent avenues for generating leads.

This can include neighbors, friends, relatives, pay-per-click

features online and the numerous options available in

standard mail. You are only limited by your imagination.

Remember that a smart and persistent marketer will never

go without leads or sales.

DANCE WITH THE ONE WHOBOUGHT YOU

Keeping your customers and using them to grow your business

is a huge key to being a sales superstar and achieving sales freedom.

Your relationship with your current customers is vital to your

continued success. To be a sales superstar, you must follow up with

customers and create personal connections using as many media

sources as possible. And make sure you follow up on a personalized

manner. Sending your customers generic, boring mailers addressedto “Valued Customer” causes them to feel disconnected from you.

Keeping it personal allows you to create relationships and not just

contacts. Also, become a valued resource to your customers. What

can you add to your business that can be promoted to the client as

an upgrade or continuity program? By doing this, your value will

become hardwired into your customers’ brains, and the overall

process will reinforce your connection to them.

THE YELLOW-BRICK ROAD AND

ITS POTHOLESPros of the sales process:

• Becoming proficient at recognizing

customer patterns

• Identifying the usual roadblocks; pinpoint where

your customers typically disconnect from your

process, then change your process accordingly

• Knowing your process at an “unconscious

competence” level, or having the ability to develop

the confidence and mindset that allows your

brilliance to naturally emerge





Cons of the sales process:

• Most sales processes are inherently flawed and

introduce roadblocks.

• Most sales processes are based on manipulation,

lying, strong-arming and forcing someone to buy.

Remember to think like a customer to keep the sales process

a positive experience for everyone involved. Pay attention to

your image. How a customer observes you is fundamentally

your choice. Commit to looking better and making a sharper

impression than anyone else who has ever tried to sell to your

customers before.

SETTING THE STAGESales superstars know how to ask customers the right

questions. Start with smaller, less invasive queries and move to

questions that stimulate more detailed responses. To make this

transition as smooth as possible, use statements or questions that

are positive and almost impossible for anyone to disagree with.

For example:

“If you would allow me to, I could share some of the sale specials with

you.” Or, “Can I take a minute to show you something really neat aboutthe product/service you are looking at?”

These types of statements and questions enable you to guide

and direct your customers’ perceptions in a positive way.

Traditional sales training teaches you to ask qualifying—and

potentially oensive—questions such as “How much do you

want to pay?” You can actually get all the information you need

by asking prole questions, which are smarter and less invasive.

For example, “Other than price, what is the most important

thing to you when you buy?”

When you ask the right questions, customers will provide

answers that get to the heart of what will motivate them to buy. Even though the sale is about the customer, you create

the show. Make sure it’s one they enjoy sitting through from

beginning to end.

THE JOHNNY CARSON PRINCIPLE Johnny Carson, the former late-night talk-show king, had a

way of making his guests feel at ease during what should have

been a nerve-wracking experience. By adopting this method

to your sales dealings, you will keep the customer feeling

important. Incorporate positive words and phrases such as

“Sure!” or “Would you allow me to…”

Remember that people buy emotionally and justify logical

Here are the four P’s of customers’ buying decisions:

Performance: Customers will pay for performance,

especially when it creates spaces of usable time they have

never had before.

Pride of Ownership: Most buying decisions are roote

in pride of ownership, otherwise known as ego. Every

company and every person buys something because of

this reason.Protection: Many customers desire protection, which c

come in the form of safety, or safety in decision.

Prot: If someone shops a product or service—if that pe

considers all other things equal—then the customer will

on the prot or price motivation.

Don’t just talk or ask questions. Have conversations. Bein

sales superstar takes the skills of a great communicator.

I’LL TAKE DOOR NO. 2—

SELECTION TIMEBuild the proper environment for the selection of the pro

or service. When you present and demonstrate what you are

selling, you must become aware of these ve factors within

1. Energy/Enthusiasm. These qualities are contagious.

2. Emotion. When you sell with emotion, you automatic

use voice tone, voice inection and body language to

convey conviction and sincerity.

3. Empathy. Strong empathy is a key component to succ

Again, think like a customer.

4. Humor. Customers enjoy being around people who m

them laugh.5. Message. Believe in what you are selling, and truly

believe it provides a solution.

The next part of the sales process is the assumptive stage.

Instead of asking people if they want to buy, give them an

opportunity to move ahead with the purchase. Assume the

by asking non-threatening but assumptive questions such as

there anything you would like to add, change or x before w

get your proposal?” or “How will you be registering and titl

your RV?” These questions will move customers to the nal

stages of the sale.




Recommended Readingf you enjoyed the summary of How to Be a Sales

Superstar , visit your favorite bookseller and add it toour success library. While you’re there, you may alsowant to check out:

Silver Bullet Selling: Six Critical Steps toOpening More Relationships and Closing MoreSales by G.A. Bartick and Paul Bartick

Questions That Sell: The Powerful Process forDiscovering What Your Customer Really Wants

by Paul Cherry

ProActive Sales Management: How to Lead,Motivate, and Stay Ahead of the Game by William

“Skip” Miller

Summarized by permission of the publisher, John Wiley and Sons, 989 Market St., San Francisco,CA 94103. How to Be a Sales Superstar by Mark Tewart. © 2009 by Mark Tewart.

© 2010 SUCCESS Media. All rights reserved. Materials may not be reproduced in whole or in partin any form without prior written permission. Published by SUCCESS Media, 200 Swisher Rd.,Lake Dallas, TX 75065, USA. SUCCESS.com

About the Author

Mark Tewart is a recognized expert in

sales, sales marketing, sales management,

personal development and motivation.

His extensive and successful background

spans more than 27 years, from becoming

one of the youngest executive managers

in the country, to founder and president of four successful

companies, to professional speaker, consultant and best-selling

author of How to Be a Sales Superstar: Break All the Rules

and Succeed While Doing It . Mark writes editorials for several

trade magazines, has been interviewed and published in media

outlets worldwide, and had a top-ranked TV show. Mark is alsoa professional member of the National Speakers Association and

the Author’s Guild and performs more than 80 seminars a year.

SUCCESS.com SUCCESS BOOK SUMMARIES

HOW TO GET THE SALE,CONTRACT AND $

Moving into the proposal stage of the sale, you will encounter

uestions and comments from customers that could easily end

he sale i f you’re not prepared to handle them.

Five-step process of handling customers’ questions

nd comments:

1. Listen

2. Agree

3. Address4. Segue (Bridge)

5. Redirect

At this point in the sale process, you could also encounter

ustomers’ objections. Here are six steps to handling

hese objections:

1. Listen. This is always rst.

2. Agree. Let the customer know you see things his way.

3. Test. “Is this something that would keep you

from purchasing?”

4. Funnel. “Other than that, is there anything else that

would keep you from purchasing?”5. Address. Have a method for each common objection.

6. Redirect. Ask questions and move on.

To be a sales superstar you must master sales, people, life and

marketing skills. This takes a lot of work, and very few salespeople are

willing to put in the eort. Because of this, you can stand heads above

our competition in sales and create success and riches most people

nly dream of.

how to be as ales superstar summary

Documents