selling in tough times - tom hopkins

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Book Copyright © 2010 Tom Hopkins International, Inc., Pictures © Microsoft Corp. except where stated otherwise

Cover © Hachette Book Group, Inc.

Book Summary presented byStephen Siregar


Disclaimer

I hereby declare that I do not own nor claim ownership of copyrights of any of the materials shared therein, both text and pictures.

This summary is created purely for knowledge sharing only.

Use of these materials for other purposes is an infringement of copyright laws and may cause owners of the materials to pursue legal action against offenders.

Stephen [email protected]

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Tom Hopkins

• First began working in construction

• Was married at 19

• Tried selling because he enjoyed meeting and talking with people

• Chose real estate for the prestige

• Tried several times before passing the licensing exam

• Was first hired out of pityTom Hopkins International


Tom Hopkins

• Only sold 1 home in first 6 months of sales

• Took sales training with J. Douglas Edward and applied what he learned

• Was a millionaire at 27

• Closed 1,553 real estate transactions in 6 years

• Began teaching pre-licensing exam course and sales training

Tom Hopkins International

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Causes of Tough Times

• Demographics

• Economic Cycles

• Politics

• Technology

• Industry

• Mother Nature

• Competition

• Personal


Stages of Business

Peak

Slump

Depression

Recovery

Plateau

Downturn

Recession

Rise

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Back To Basics

“In order to succeed, you must know what you are doing, like what you are doing, and believe in what you are doing.”

Will RogersAmerican cowboy, vaudeville performer, humorist,

social commentator and motion picture actor. He was one of the world's best-known celebrities in the

1920s and 1930s.

Oklahoma City


To Be Successful in Selling

•Help people :•To like you

•To trust you

•To want to listen to you

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What Makes You Likeable?

Simon & Schuster


What Makes You Likeable?

“People don’t care how much you know until they know how much you care.”

John C. Maxwellan evangelical Christian author, speaker, and pastor who

has written more than 60 books, primarily focusing on leadership. His books have sold more than nineteen

million copies, with some on the New York Times Best Seller List, and translations in over fifty languages.

John Maxwell Company

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How to Build Trust?

Use a Statement of

Intent.


Once They’re Listening ..

Build Credibility.

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What’s Next?

• Get Them To Talk

• Listen

• Summarize, Summarize, Summarize

• Present Solution

• Test Close


Success Pointers

• Start by keeping business you have

• Success is in who you already know

• Determine if someone is an ideal client

• Reduce sales resistance

• Convert clients from competition

• Help clients overcome fear to close

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Keep Business You Already Have

• Loyalty is built over time through consistent attention

• Ask, “Is there anything else I can do?”

• Build loyalty through phone calls, e-mail, postal mail


Keep Business You Already Have

• Learn from companies with loyal clients

• Approach neglected client• If they’re OK, move on• If they’re disappointed,

rebuild trust• If they’re angry, let them

vent • If they’ve gone to a

competitor, keep in touch

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Success Is In Who You Already Know

• Review current orders and find new ways to keep or expand their business

• Ask for quality introduction

• Never ask for something without having something to give


Success Is In Who You Already Know

• Participate or volunteers in local groups to help others, gain exposure, meet people

• Write down benefits you offer to companies or people which you can use when meeting new people

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Determine If Someone’s An Ideal Client

• Qualify clients; it will tell you what they want

• List criteria of a good client for you

• Ask when and how much they’ll spend

• Have plans to treat potential clients in non business situations


Reduce Sales Resistance

• Break down wall of resistance brick by brick• Be well groomed• Be likeable• Find common interest• Treat them as expert • Prepare a professional

presentation• Avoid any distraction• Handle concerns

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Converting Clients from Competition

• Know competitor’s products well

• Use competition as motivation

• Fairly compare competitor’s products

• Be prepared when clients compare you with competitors


Getting Your Foot In The Door

• We’re Not Interested

• We’re happy with our current situation

• We’re not making changes

• Ask them to be open minded, use credibility statement

• Create buying gap by asking questions

• Ask, “If you were to consider changes, what would you most like to improve?”

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Help Client Overcome Fear to Close

• Ask questions to probe their reasons

• Create urgency

• Use assumptive close

• Explain your next steps

• Build trust by listening courteously


Closings for Challenging Situations

• I can get it cheaper

• I can get it cheaper (from a lower quality competitor)

• Ask which one they’re willing to give up: quality, service or low price

• Help them consider the pros and cons of investing too much vs. investing too little

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Closings for Challenging Situations

• I can’t decide it now

• It’s not in the budget

• Guide them to think of the most productive thing they can do now

• Help them see that budget is a tool with flexibility, and the decision is still with them. Remind them what your solution can do for them.


Conclusion

• A good selling process works both in good and tough times

• Utilize good times to build strong customer relations

• Always think in terms of your customer’s best interest

selling in tough times - tom hopkins

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