How to Master the Art of Selling

How to Master the Art of Selling

by Tom Hopkins

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Product Details

ISBN-13: 9780446692748
Publisher: Grand Central Publishing
Publication date: 05/20/2005
Edition description: Revised
Pages: 416
Sales rank: 112,900
Product dimensions: 5.25(w) x 8.00(h) x 1.00(d)

About the Author

Tom Hopkins is chairman and founder of the renowned sales-training organization Tom Hopkins International. He is a member of the National Speakers Association and the author of the national bestseller How to Master the Art of Selling. Today more than thirty-five thousand corporations and millions of professional salespeople throughout the world use his professional sales-training materials.


Bill Foote is a graduate from Western Washington University with a BA in broadcasting. After a successful thirty-year career in the business world, he returned to Liberty University and graduated with a master's degree. When he is not behind the microphone, he is announcing sports for a local high school. He resides in Seattle, Washington.

Read an Excerpt

How To Master The Art Of Selling


By Tom Hopkins

Warner Books

Copyright © 2005 Tom Hopkins International, Inc.
All right reserved.

ISBN: 0-446-69274-3


Chapter One

What the Profession of Selling Really Is

I learned a long time ago that selling is the highest-paid hard work-and the lowest-paid easy work-that I could find. And I also found out another exciting thing about selling-the choice was mine, all mine. By myself, I could make it the highest-paid hard work, or I could let it be the lowest-paid easy work. I discovered that what I'd achieve in my selling career was entirely up to me, and that what anyone else wanted wasn't going to make much difference. What anyone else would or wouldn't give me wasn't going to make much difference, either. The only thing that really mattered was what I did for myself, and what I gave to myself.

Will you agree with me on that? I hope so, because the whole point of this book is that the skills, knowledge, and drive within you are what will make you great, and that these qualities can be expanded and intensified-if you're willing to invest time, effort, and money in yourself. Is there any better investment than in yourself? Most of us know there isn't, but many of us don't act often enough, or decisively enough, on that belief.

You are your greatest asset. Put your time, effort, and money into training, grooming, and encouraging your greatest asset.

Let's talk about some of the advantages of selling.

The first advantage and the reason I love selling is its freedom of expression. Sales is one of the few professions left in which you can be yourself and can, in essence, do what you want to do. This freedom you've won for yourself by successfully competing where resourcefulness and perseverance are demanded and highly valued. No activity is more vital to the economy's health than selling; no activity is more dependent on individual initiative than selling.

The second advantage of selling is that you have the freedom to become as successful as you'd like to be. In this profession, no one limits your income but you. There are no income ceilings.

You may question this statement. You may think the limit is the highest income anyone has yet made selling for your company. Does that mean it's not possible to earn more? Of course not. But it does mean that all the salespeople in your company who aren't earning the highest income aren't applying all the strategies and techniques of the Champion.

The third advantage of selling is that it's a daily challenge. You can go into almost any business and have no challenge. That's never the case in selling, where every day you're confronted with new challenges. Let that fact refresh you, not weary you. Glory in it. Our overregulated and highly organized society provides few lucrative work activities where the end of each day isn't known before that day dawns. You are privileged to be involved in one of those precious few activities where freedom and challenge aren't rarities, they're constant companions. In sales, you never know what opportunities the day will open up, what prizes you can win-what catastrophes may befall you.

To the salesperson, every day is an adventure. Working at this profession, we can go from the heights of exhilaration to the depths of discouragement within forty-eight hours-and climb back to the heights again the next day. Isn't that exciting?

Say yes.

Every morning, tell yourself that challenge is exciting, it's fun, and you look forward to it. Tell yourself that-and mean it. Psych yourself up to enjoy challenge. Then go on the prowl for it, find it, and overcome it. If you want to be better than average, do that. If you aspire to greatness, you won't hesitate. The shortest route to high earnings goes straight through the challenges you'll encounter.

The fourth advantage of selling is that it offers high potential returns from a low capital investment. What does it cost to gain entry into this profession that has no income ceiling? Compare whatever you think that cost is to the investment required for one of the fast-food franchises that have been so successful. Typically, owners of a new location invest three hundred thousand dollars or more, work long hours, and pay themselves a small salary. All of this is done in the hope of a sixty-thousand-dollar return on invested capital the second year.

You can launch yourself into a sales career for a tiny fraction of the franchiser's investment and, by applying the systems in this book, have greater earning power sooner. This enormous leverage on the small investment that getting into selling requires has always fascinated me. What an exciting prospect!

The fifth advantage of selling is that it's fun. Do you know how many people aren't having fun with what they're doing for income? My philosophy is that if it's not fun, it's not worth doing. Life was meant to be fun, and there's no reason not to have some of it while you're earning a nice income for your family.

The sixth advantage of the selling profession is that it's satisfying. You feel good when your client owns your product. It's a thrill to know you've helped people when you go home at night and can say, "I got another family happily involved in what my company provides."

When an executive or official approves your purchase order, it's exciting and satisfying to know you've helped that organization carry out its purposes, save money, make more money, or provide its employees with better benefits. The people you serve benefit in direct proportion to your ability and skills. The better you are at sales, the more you benefit others-your clients, your family, and the nation's economy.

No one limits your growth but you. If you want to earn more, learn more. That means you'll work harder for a while; it means you'll work longer for a while. But you'll be paid for your extra effort with enhanced earnings down the road.

Most people in this world have jobs and professions-existences-that can't fulfill their potential. The scope of their labor is confined to narrow limits; their toil hinders rather than fosters their growth; they dislike everything about their employment except the sense of security its familiarity has bred in them. So instead of venturing into what they don't know and might love, they allow themselves to be trapped by what they do know and don't like.

Professional salespeople recognize no limits to their growth except those limits that are self-imposed. They know that they can always reach out for more. They know they will grow in direct proportion to their competence. And they have little fear of the unknown in change because overcoming the unknown is their daily work. That's the seventh advantage of being a professional salesperson: It stimulates your personal growth.

To earn more, develop more competence. Study this book's sales skills. Study your product or service. Study your customers and your territory. Keep up with technology-at least those aspects of it that help make you more productive. Practice growing your skills at every opportunity. Do what you know you should do. Follow that program, and you can't fail to push your earnings to a much higher level.

That's my purpose in life-to help you make more money. Please don't let me down-develop more competence, earn more money, get your share of life's good things. Developing competence is the only way. I know many salespeople making several hundred thousand dollars a year, and some making more than a million dollars a year, and I'm always intrigued by the variety of their backgrounds, the diversity of their personalities, and the range of their interests. Yet they have many things in common, foremost of which is this quality: They are competent. They know exactly what they are doing. This book, like my seminars, is aimed at helping you learn how to become competent.

Please notice that I said learn.

There's an obstacle to learning how to become competent that we meet with here.

THE MYTH OF THE NATURAL-BORN SALES WONDER

So many of us believe in this that we've come to look on it as an old friend. It's a tempting devil. It lets us avoid taking full responsibility for our own performance. This common fallacy is a destructive idea that I'd like to eliminate from your mind right now.

Having trained more than three million salespeople on five continents, I've met a lot of strong individuals who are on the fast track. I've met with large numbers who haven't put their foot on the lowest rung of their potential yet. And sadly, many of these people never will climb very high on their potential's ladder because they are firm believers in the myth of the natural-born sales wonder.

The myth cuts two ways.

A few believe they're naturals. That's great for confidence, but it's often the source of raging overconfidence. When this overconfidence persuades people that they don't have to bother learning to be competent like ordinary mortals, they trap themselves far below their potential.

Many more people believe they're not naturals, think it's hopeless to work at becoming competent-and trap themselves far below their potential.

"I'm just not a salesperson by nature. Wasn't born with the golden touch like Joe Whizzbeau over there. If I'd been born with his wit, charisma, and bear-hug personality, I could tear 'em up, too. But I wasn't, so I'm never going to make it big in sales."

Don't be too quick to say you're free of this myth. I hear it far too often from my seminar audiences to take it lightly. In fact, I'm convinced that most salespeople who operate far below their potential suffer from it. Let's attack this dangerous idea now and get rid of it.

There never has been a great salesperson who was born great. Imagine a woman in the delivery room. Her newly born infant is saying, "Make yourselves comfortable, folks, and if you have any questions, please feel free to ask me." Pretty silly, isn'it it? The little feller has a long way to go before he can even start learning how to walk, talk, and operate without diapers. He's got a lot to learn, and if he's going to be a great salesman, he's got it all to learn. Psychologists still argue whether it's instinct or learning that causes us to jump at a sudden loud noise, but they agree that everything about selling is learned.

So stop excusing yourself from the hard work of learning how to be competent in your sales career. It doesn't matter whether you think you're a wonder or a nonwonder; you still have to pay the learning price.

And you never stop learning and reviewing. Professionals work on the basics once every year. That's where we're going to start.

THE SEVEN BASICS THAT'LL MAKE YOU AS GREAT AS YOU WANT TO BE

What so few of us are willing to accept is this fundamental truth: Great salespeople, like great athletes, simply do the basics very well. Some of us would like to believe that there's a shortcut around the basics; that, if we could only find it, there's a secret formula out there somewhere for just sitting back and letting the money roll in. The sooner you get rid of that illusion, the sooner you can get on with reaching the heights you want to reach through effective use of the basics.

1. Prospecting. If you're like most of the people in my seminar audiences, just hearing the word prospecting makes you a little nervous. Don't think that way. If you don't like to prospect, it's because no one has taught you the professional way to do it. I'm going to.

2. Making original contact the professional way. We all meet new people all the time-in social situations, at events for our children, at church, in nonsales business settings. The key to success in selling is to refine your skills during these initial contacts to become memorable to the other folks and to remember as much about them as possible so you can impress them even more on your second meeting-which, hopefully, will be a selling situation.

3. Qualification. Many salespeople spend most of their time talking to the wrong people. If you do that, it doesn't matter how eloquently you present your service or product. Your earnings are going to be low. I'll show you how professionals make sure that they invest their time with the right people who can make yes decisions, instead of expending it on the wrong people who can only make no decisions.

4. Presentation. After you qualify and know that this person has a need for your product or service, it's time to move on to the fourth basic, which is the presentation or demonstration. You must present your product in such a way that your prospects see it's just what they had in mind all along.

5. Objection handling. The fifth basic method of developing your competence is to learn how to handle objections effectively. Maybe you've had prospects who want to wait and think it over; prospects who already have one of whatever it is you're selling; prospects who've been doing business with your competitor for years. Have you ever heard any of these things? If you've been in sales longer than a week, you undoubtedly have. Read on. You'll find material that'll make you smile the next time you hear these objections. You'll smile, bore in-and close a delightful number of such sales. But there's a price to pay for that smile: You've got to learn the concept, adapt the idea to your offering, and learn the words that make it work.

6. Closing the sale. Many average-to-good salespeople prospect, make contacts, qualify, present, and handle objections so well that they manage to get by without learning to close competently. And that, of course, is what keeps them from being great. Closing contains elements of both art and science, and those elements can be learned.

7. Referrals. After you've satisfied the needs of your client and closed the sale, you have earned the right to your next prospect. By that I mean getting referral business from each and every client. That is the seventh and final basic. If they're happy, they'll want someone else to be happy, too. I'll teach you simple steps to getting solid, qualified referrals every time, if you're willing to learn.

But many of us have forgotten how to learn, so let's quickly review the steps to learning that apply not only to everything in this book, but to anything you choose to study.

MONEY STUDY: THE LEARNING-TO-EARN-FAST FIVESOME

Money study-I call it that to emphasize how vital it is to learn how to acquire new knowledge quickly and thoroughly. Knowing how to learn fast is the key to rapid personal growth and quick sales success. As adults, it's easy to fall into the habit of skimming over new knowledge, of avoiding any organized effort to grasp and hold new knowledge. That's no good at all. That's how you achieve the status of being average. Superior earning ability grows out of the superior performance that superior learning makes easy. The place to start being superior is to acquire and use a superior learning system. Here it is:

1. Impact.]

Continues...


Excerpted from How To Master The Art Of Selling by Tom Hopkins Copyright © 2005 by Tom Hopkins International, Inc.. Excerpted by permission.
All rights reserved. No part of this excerpt may be reproduced or reprinted without permission in writing from the publisher.
Excerpts are provided by Dial-A-Book Inc. solely for the personal use of visitors to this web site.

Table of Contents

Introductionxv
1.What the Profession of Selling Really is1
Lowest Paid Easy Work1
The Sky's the Ceiling1
Let This Fact Refresh You1
Getting High from Low2
The Fun Philosophy2
Toil that Hinders Your Growth2
The Myth of the Natural Born Sales Wonder3
As Great as You Want to Be4
Money Study: The Learning to Earn Fast Fivesome5
1Impact5
2Repetition is the Mother of Learning5
3Use it or Lose It6
4Accelerate into Superperformance7
5That Neat Little Thing8
Your Primary Tool8
2.The Twelve Sources of Sensational Selling Success11
1Looking at Them11
2Honest Pride11
3Down the River and Over the Falls11
4Fighting the Good Fight12
5Only One Person12
6Itch to Get Rich12
7Desire and Pain12
8The Very Blood of Achievement13
9Fate's Fickle Fumblings13
10People Who Hate People14
11Situations in Stride14
12Empty Your Purse14
Why You Can't Fail14
Enough Cold Morning Desire for Sunshine Wants15
Spr Makes the Difference16
The Purchase Path19
3.Question Right and Sink Your Teeth Into Sales Success21
The Standard Tie-down21
The Inverted Tie-down23
The Internal Tie-down24
The Tag-on Tie-down24
The Alternate Advance26
Reflexive Closing Questions28
Discovery Questions and Leading Questions34
Never Ask a Say-no34
How to Take Command35
Three Principles for Questioning Power36
Twelve Pointers on Questioning Technique39
4.Creating the Selling Climate41
Sell the Benefits They'll Buy41
Sell the People Who Can42
But Don't Try to Sell Logic44
And Catch Change on the Move44
Replace Rejection Words With Go-Ahead Terms49
Use the Triad Concept to Multiply Your Effectiveness59
Use the Senses to Sell the Emotions61
5.Why Don't I Do What I Know I Should Do?64
The Cutting Edge65
How You Get Depressed65
The Motivators67
Achieving Non-achievement68
Can You Afford Popularity?69
Become You71
The De-Motivators72
How You Can Control Fear74
Three Truths All Great Salespeople Know76
Our Primtive Reasons for Fighting Change77
Make it Work for You77
6.Learn to Love No83
When Your Prospect Explodes84
The Formula for Rejecting Rejection85
The Champions' Five Attitudes Toward Rejection87
1Learning Experience89
2Torpedo89
3It's Hilarious91
4Opportunity92
5Playing the Game to Win92
The Creed of the Champion93
7.Referral Prospecting Non-Referral Prospecting94
Twenty/See the People95
Know Your Ratios96
Referral Prospecting99
Card Referral System101
CRS in Action101
Non-Referral Prospecting107
Technique 1Itch Cycle107
Technique 2Orphan Adoption112
Technique 3Technical Advancement115
Technique 4Local Publications117
Technique 5Claim-Staking119
Technique 6Swap Meet120
Technique 7Service Your Service Department122
Five Ways to Hover Until You're Ready to Fly124
8.How to Find Fortune and Felicity with the Phone127
The Name Close129
Drop the Second Anchor130
Outgoing Calls130
A Little Challenge for You132
The Windup Appointment Close135
Where to Find Good Lists136
Scoring Systems136
9.A Spectator Sport Buying is Not139
Client-participation140
Three Formats for Selling142
10.Put Champion Selling Power in Your Presentations and Demonstrations145
Preparation for the Close147
He Bragged About the Problem149
Glamour Words149
Learn Many Different Lingoes151
In Less Than 17 Minutes153
The Power of Planned Presentations153
How to Do It157
Working With the Pre-planning Form159
Visual Aids166
How to Make Them Pay Off168
Proof Letters171
How to Use Printed Literature171
Video Equipment172
Instead of Fighting Boredom172
Never Take Down Until173
11.Finessing the First Meeting174
Our Main Goal175
To Shake or Not to Shake176
The Referred Lead177
The Non-referred Situation178
Opening Involvement179
12.Qualification is the Key to Quota-Busting180
Have Now181
Like Most181
Altered or Improved182
The Final Decision183
Fortunate Today183
Bracket-in for Product or Service184
Bracket-up for Money184
The BUFM Formula185
Un-price, a Popular Non-technique186
13.The Objection Connection187
An Integral and Expected Part187
Minor Objections are Defense Mechanisms188
Conditions188
It's My Fault189
Two DON'TS and One DO that All Champions Live By190
Lead and They'll Do It for You190
The Objection Handling System191
Four Shock Treatments193
Put the Shoe On193
Change Their Base194
Question Down195
Review Their History195
14.Closing is Sweet Success198
When Do You Flash?199
Make Your Proof Letters Talk199
Test Closes201
Alternate Advance Test Close201
Erroneous Conclusion Test Close202
Porcupine Test Close202
Steer Safely203
The Crash and Burn Close203
Moving to the Major Close204
The Process of Helping People204
Close Through Their Eyes206
When? Where?207
The Priceless Dozen Plus Two209
Wear the Suit of Lights210
15.Twelve Power Closes for Aspiring Champions213
1The Basic Oral Close213
2The "Let me make a note of That" Close213
3The Ben Franklin Balance Sheet Close215
When They've Heard It217
4The Sharp Angle Close219
5The Secondary Question Close220
Bridging223
6The Higher Authority Close224
The Case History Approach226
7The Similar Situation Close226
8The Dear Old Mom Close227
9The "I'll think it over" Close228
Make Them Squeak229
10The Reduction to the Ridiculous Close230
Ridiculous--and Fantastic--Figures233
11The Negative Close233
12The Puppydog Close235
16.A Clutch of Moneygrabbers238
8 Wasy That Turn Little Dollars Into Big Dollars238
System 1Multiply Money239
System 2Add-on240
System 3Bunches of Bananas241
System 4Dig Through the Mountain242
System 5Make Your Cards Work242
System 6Be a Walking Ad243
System 7Recoup on the Recontact Route243
System 8Costs Little, Works Like Wings, and Isn't Used Much245
17.How to Perspire Less and Profit More from Paperwork250
Paperwork Aimed at Controlling You250
Paperwork that Helps You251
Handling the Stuff Fast252
Four Files You Need253
18.Fortune Building Starts with Time Planning256
Followup System257
Daily Work Plan257
Personal Rewards258
How to Schedule Your Time for Greatest Selling Impact258
Live by These Twelve Words and Your Success is Certain260
19.How to Sell Your Way Out of a Slump261
The Choice is Yours262
Neggies263
Do Yourself a Favor264
The GOYA Formula for Unslumping265
20.The Most Necessary Skill of All271
What Made Tommy Run272
Twenty Ways to Turn Wishes Into Reality273
21.How to Sell to the Most Important People You Know278
22.Five More Power Closes for Aspiring Champions282
1.The "No" Close284
2.The "It Isn't in the Budget" Close285
3.The Personal Inflation Close286
4.The Business Inflation Close286
5.The State of the Economy Close287
Index289

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How to Master the Art of Selling 3.7 out of 5 based on 0 ratings. 11 reviews.
Guest More than 1 year ago
Incredible. This book is for anyone that is not just in sales, but anyone that wants to become successful in life. I am not in sales put I have used this book to drastically improve my life on so many levels.
Guest More than 1 year ago
The pro's do the basics expertly and consistently. If this isn't the best book on excellence in selling then I will leave the profession ( in the Bentley Tom Hopkins showed me how to earn ). BUY THIS BOOK !!!
Guest More than 1 year ago
I have read, highlighted and then used MANY of the suggestions in this book over the last 10 years of my sales career. I have been successful numerous times due to the solid 'coaching' that prompted me to become a 'Champion'. I highly recommend this book as a tool to be read and re-read. It makes selling fun and productive!
markdeo on LibraryThing 5 hours ago
Very Psychological. Great for strategy and Management. I highly recommend. A must read.
dareber on LibraryThing 8 hours ago
My dad first gave me this audio series on cassette when I was a Junior in High School. Listening to the energy and principles of goal setting helped me focus and graduate. A couple of years later I began implementing Tom's sales teachings to become successful in the sales of automotive tires and services.I listened to the series of 12 cassettes until I have them memorized and worn out. After attending on of Tom's seminars yesterday I was very excited to find he had reproduced them on CD which will never wear out. I'm digging into these today!
hermit on LibraryThing 8 hours ago
I bought How to Master the Art of Selling when it was published in paperback in the 1980's. If you are new to sales and want to be successful this is a good primer. Some reviews that these are old techniques but they work. An important part of selling is not only a variety of sells techniques and how to get the close. Make no mistake this is a handbook on how to help you become a better salesperson and increase your income. The instruction contain in this manual will walk you through the methods use to help influence people to buy what your selling. The author has taken what he has learned worked and has written his his proven sales techniques in this book and he list them in an easy to follow format.This is a book you can use as you read it and will come back to for reference and to enhance your salesmanship. When I first purchased this book I was working as a stockbroker and had to cold call and the amounts of closing determined if you came back to work the next day. These techniques worked very well. Now having said this these techniques will not work against sophisticated customers and I have turned these techniques against salesmen who have tried to use them on me. So the consumer can also learn from this book.Also if you are new to sales or have been in sales for a while and are getting discouraged Mr. Hopkins book will help to motivate you to sell.And this positive outlook and motivation is contagious. People want to know that the salesman knows what he is talking about. The book goes so far as to give you scripts on how to get a customer use to saying the word yes which once placed in their subconscious he implies will make the sale easier. I personally have no problem saying no. It is true as another reviewer stated this book masters the art of getting the clients to sell themselves to you by teaching you to ask the right questions. The instructions and suggestions are given through a variety of sales conversations. An easy to use book.
Anonymous More than 1 year ago
Guest More than 1 year ago
Interesting that you should put Tom Hopkins down to promote yourself. Bad PR MR. Seidman.
Guest More than 1 year ago
I would definately recommend this book to anyone who wants to enter the field of sales. It covers everything from soft closes to the most complicated closes you could possibbly face in your selling carreer. This book covers so many different aspects of the selling environment it is hard to make a concise review, but I will promise one thing, if you read it you will succeed in any selling field you may choose.
Guest More than 1 year ago
This used to be a great reference book for selling. Unfortunately, that is no longer true. Buyers are so used to dealing with the techniques mentioned here that the buyers can actually get angry when these selling strategies are attempted. If salespeople want to master their craft, they need to be viewed as different from the old image of a peddler. If you attempt the tricks in this book, you'll brand yourself as an amateur.
Guest More than 1 year ago
Sure, sales basics shared in this book are a good foundation to read and understand. Sales has changed by large measures, however. We cannot employ all the 'tactics' expressed in this book or we may find ourselves like the dinosaurs. Extinct. If you are lookin for a book on 'How to sell cars' look further. This is not your answer.