Ninja Selling: Subtle Skills. Big Results.

Ninja Selling: Subtle Skills. Big Results.

by Larry Kendall


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2018 Axiom Business Book Award Winner, Gold Medal 

Stop Selling! Start Solving!

In Ninja Selling, author Larry Kendall transforms the way readers think about selling. He points out the problems with traditional selling methods and instead offers a science-based selling system that gives predictable results regardless of personality type. Ninja Selling teaches readers how to shift their approach from chasing clients to attracting clients. Readers will learn how to stop selling and start solving by asking the right questions and listening to their clients.

​Ninja Selling is an invaluable step-by-step guide that shows readers how to be more effective in their sales careers and increase their income-per-hour, so that they can lead full lives. Ninja Selling is both a sales platform and a path to personal mastery and life purpose. Followers of the Ninja Selling system say it not only improved their business and their client relationships; it also improved the quality of their lives.

Product Details

ISBN-13: 9781626342842
Publisher: Greenleaf Book Group Press
Publication date: 01/03/2017
Pages: 344
Sales rank: 37,026
Product dimensions: 6.00(w) x 9.10(h) x 1.30(d)
Age Range: 3 Months to 18 Years

About the Author

Larry Kendall holds a master’s degree in Business Administration from Kansas State University and is one of the founding partners of The Group, Inc., a real estate company with two hundred sales associates and six offices in Northern Colorado. He is the creator of Ninja Selling, a sales training system with over fifty thousand graduates in the US, Canada, and Spain.

Larry’s mission is to help people bring out the best in themselves and their organizations. He lives in Fort Collins, Colorado with his wife, Patricia. 

Read an Excerpt

Ninja Selling

Subtle Skills, Big Results

By Larry Kendall

Greenleaf Book Group Press

Copyright © 2017 Larry Kendall
All rights reserved.
ISBN: 978-1-62634-284-2



A psychologist once told me, "At any given point in time, a human chooses to be either a player or a victim."

My cell phone rang, and a very excited voice said, "Hi Larry! This is Maria Vitale! I don't know if you remember me, but I was in your Ninja Installation class a couple of months ago. I'm so excited! I just walked out of my seventh closing for the month of December, and I have two more! I'll have nine closings in December! I owe it all to God and the Ninja Installation. I just wanted to call and personally thank you."

"Bravo, Maria!" I said. "I'm very proud of you" (Keep in mind the national average is six transactions a year and Maria is doing nine in one month!) "What was the one thing you learned in the Ninja Installation that helped you the most?"

"Oh, that's easy" Maria said. "It was the Ninja mind-set — specifically the morning routine you taught me."

"The morning routine?" I asked. (We will teach you this morning routine in Chapter 5.)

"Yes!" Maria exclaimed. "You see, Larry, you don't know my story. I'm a single mom with two little boys. I've been flat broke and living in my mom's basement for the last several months, trying to get started in real estate. Larry, when you lose your marriage and your home, you're flat broke, and you're living in your mother's basement with two kids under the age of three, what kind of a mind-set do you develop — player or victim?"

"Victim," I said.

"Exactly! I had a victim mind-set" declared Maria. "What I realized was that I was surrounded by potential buyers and sellers, but nobody wants to work with a victim! People prefer to work with players. The minute I changed my mind-set and energy to a player, people wanted to work with me, and I started writing contracts. Oh, and Larry, with this closing today, I put a deposit on a home. I bought a home for 181K. The boys and I are moving out of the basement. We are going to have our own place!"

When Maria stopped broadcasting on the victim channel and started broadcasting on the player channel, she changed her vibe, her relationships, her career, and her life.



Everything in the universe consists of energy that is vibrating at its own frequency, including you. For example, middle C on the piano vibrates at 261 hertz (cycles per second), which makes the tone middle C. Each musical note has a different frequency of vibration. Putting these vibrations together in patterns is what makes music.

I paid my way through college playing rock and roll. When we played shows, we had two perfectly tuned guitars sitting on either side of the stage. If we plucked a string on one of the guitars, guess what would happen to the other one? That same string would vibrate. There would be a transfer of energy (a sound wave) across the stage from one guitar to the other — from a sender to a receiver.

This is the same science at work behind radio and television transmissions — energy is sent at a frequency from a sender to a receiver. We call the different frequencies channels.


As a human, I am both a sender and a receiver of energy. I broadcast energy at a frequency based on what I am thinking and feeling. Others receive this energy and call it my vibe.

Have you ever picked up someone's vibe? Do they pick up your vibe? How important is the vibe in sales? In trust? Can you pick up the vibe of someone who is angry? Depressed? Happy? In love? What is your vibe? What are you broadcasting? Victim or player? Nobody wants to be around a victim. Customers prefer to work with players.

You control your vibe with your thoughts and feelings. Your vibe can actually be measured with special instruments that show its colors (frequencies of energy) coming off your body. These frequencies and colors are a product of what you are thinking and feeling.

Control your thoughts, control your feelings (your emotional energy), and you will control your vibe. You decide the frequencies — that is, the channels — you broadcast and receive on. Ninjas know this and are constantly sending and receiving energy that empowers them and others.

Have you ever been around someone who makes you feel good just by being around them? You are picking up on their positive energy — their positive vibe. Similarly, have you ever been around somebody who is so toxic that you feel lighter, brighter, and more alive when he or she leaves your presence? That is all about energy. Everything in your environment — including people — either gives you energy or takes energy away.

Ninjas are masters of creating, sending, and receiving good vibrations. You can learn all the Ninja skills in this book, but they are unlikely to work for you if you're projecting fear, anger, and scarcity. This negative vibe will get picked up by customers, and they will avoid you.

Like attracts like: People radiating positive energy will naturally move away from you if you are radiating negative energy, and people radiating negative energy will naturally be attracted to you, bringing their fear, anger, grief, and negativity into your life.

You will start feeling like a victim, not realizing what your thoughts, feelings, and actions are creating in your life. Before long, you are spiraling downward.

Fortunately, the laws of vibration work in both directions. I have seen people who are down and out change their thoughts, feelings, and vibrational frequency, and start spiraling up, ultimately achieving unbelievable success and happiness in their life. Maria did it.

Change your vibe. Change your world.



Your emotional energy ranges from negative to positive (horizontal scale) and from low to high (vertical scale). As a result, you are in one of four energy quadrants when you are awake.

Emotional Energy

What are some of the emotions you might experience in each of these quadrants?

High Negative: anger, fear, frustration, revenge, negative expectation

Low Negative: sadness, guilt, depression, aloneness, negative expectation

High Positive: happiness, inspiration, confidence, love, positive expectation

Low Positive: contentment, relaxation, safety, love, positive expectation

I was first introduced to these energy quadrants by Dr. James Loehr, a sports psychologist who works with professional and Olympic athletes. According to Dr. Loehr's research, athletes perform at their best when they are in the high positive quadrant. In fact, he calls it the Performance Quadrant.

In sales, you are a corporate athlete. When it is time for you to perform — to meet with a customer — you need to have strategies you can use to move yourself into the high positive quadrant.


My observation is that players tend to live most of their lives in the high and low positive quadrants. They will have occasional episodes where they find themselves in the negative quadrants, because they are human and stuff happens. But they don't stay there very long. They learn from the experience, adjust, and move back to the positive quadrants. They have what we call response-ability — the ability to respond. Their experience on the dark side is only an episode.

Victims, on the other hand, tend to live most of their lives in the negative quadrants. When something happens in their life that causes anger or depression, they move to the negative quadrants and seem to get stuck there. They don't have response-ability and can't seem to find their way back to the positive side. Their negative energy and vibe start a feedback loop that affects their relationship with those around them. Maria experienced this when she was in victim mode, and she realized that nobody wants to work with a victim.

Can you observe other humans and tell what energy quadrant they are in by their vibe? Most of us can, and so can our friends and customers. Again, people prefer to work with people who are in the positive energy quadrants.

To clarify, if you are in the high positive quadrant, you are not pumped up so high that you are hyper and scattered. To the contrary, you are cool, confident, positive, and focused. You have a nonanxious presence. You are very attentive and notice the slightest changes in your client or the environment. You pick up subtle and hidden nuances. You are very connected to your client and what is going on. You feel in control and confident in your skills and your ability to help your customer make good decisions. You are in a peak performance state.

How do you move yourself into this peak performance state?

• First, you need to have a proven process that delivers predictable results.

• Second, you need to develop your skills to deliver the process confidently.

• Third, you need to use a pregame ritual to help you focus and perform at your best.



Rituals are something you do right before you perform. They are designed to help you get focused and prepared, so you will perform at your best — at your peak. Golfers have a preshot ritual they carry out each time they play. Free-throw shooters also have a preshot ritual. I have a pregame ritual I go through right before I start a workshop or just before I walk on stage to speak. Top salespeople have a pregame ritual they practice before they meet with their customers. All peak performers that I know have a pregame ritual.

Use a pregame ritual to move yourself into the high positive (performance) quadrant right before it is time to perform. Some people listen to a particular piece of music; others use visualization or affirmation. Some sit quietly and meditate or relax their breathing. Others focus on their clients — their needs and how to connect with them in the opening two minutes. (This is a mental rehearsal.)

When I walk past Tami Spaulding's office and hear a certain bit of music and see her shining her shoes, I know she is about to go on a listing appointment. She is going through her pregame ritual.

You cannot stay in the high positive quadrant all the time. It consumes too much energy. So when you are not performing, what quadrant do you want to be in? You got it — low positive. As a Ninja, you are always moving between the high and low positive quadrants. Notice that the feelings in these two quadrants are similar. The only real differences are the amount of energy and the focus required.


Rituals can also be used to help you get back on track when you are in trouble. What happens when you find yourself in the high negative or low negative quadrants — the dark side? You are human, and you'll end up in these quadrants sooner or later. And, if you get stuck there, you'll develop a victim mind-set. The key is to quickly recognize where you are and move out of there. How fast is your response-ability? Ninjas develop strategies to move out of those quadrants quickly, so the experience there is only an episode — hopefully, a very short one.

Here are some ways you can move out of negative quadrants:

Gratitude. Focus on what you are grateful for. It will take your mind off the negative emotions of the moment.

Exercise. Activity works out anger and frustration, and it's difficult to be depressed while exercising.

Music. Positive, uplifting music can bring you back to the positive quadrants.

Nature. Take a hike or go for a drive. Being in nature tends to heal you and puts life in perspective.

Learn. Take a class or a lesson, read a book, or learn something new.

Escape. Go to a movie or a ballgame, and mentally check out for a while.

Positive people. Have lunch or spend time with someone who is emanating good vibrations.

Mentors and coaches. When you find yourself on the dark side, turn to your mentors and coaches for help.


When many people find themselves in a negative quadrant, they immediately seek out others who are also in a negative quadrant. Misery loves company. This is a trap. Other traps are drugs, alcohol, food, and shopping (spending money you don't have). They make you feel better in the short run but tend to keep you in negative quadrants in the longer run.

The quality of your life will be a direct result of how much of your life you spend in the positive quadrants, on the bright side of life, and how little time you spend on the dark side. You have a choice in the matter. The decision is yours.



Routines are different from rituals. Routines are activities you do every day. For example, how many hours of sleep do you get per night? What is your exercise routine? What are your daily dietary habits? What time do you get to work? What are the activities you do each day to build relationships and generate business? Is your routine healthy and successful?

What you do every day is more important than what you do once in a while, because routines have a compounding effect over time. We can predict success in sales by simply observing a sales associate's daily routine.

Maria Vitale changed her life and career by choosing to be a player versus a victim. How did she do it? She credits the Ninja Morning Routine as one of the reasons.

The Ninja Morning Routine consists of four simple steps:

1. Gratitude. Give thanks for what you have, those around you, and who you are.

2. Positive Reading. Read something positive to start your day, even just a few pages.

3. Affirmations/Visualizations. Focus on a goal as if you have already achieved it.

4. Write two personal notes. Focus on others.

The first step is gratitude therapy. Gratitude, being in a state of thankfulness, is very powerful energy. Maria learned that, even when she was flat broke and living in her mother's basement with two small children, there were still things to be grateful for. Taking time to give thanks does a couple of very important things.

First, gratitude puts you in a state of positive humility, which is a very important part of the Ninja Selling philosophy. When the ego gets out of control, a person starts spiraling downward. Customers and friends don't enjoy being in the presence of an egomaniac and tend to move away. They gravitate toward humble, yet confident people who emanate good vibrations.

Second, giving thanks sets up a positive vibrational state. When you start feeling good and are emanating good vibrations, this, in turn, opens you up to receive new possibilities and opportunities flowing into your life. Dr. Michael Beckwith says it best: "You cannot bring anything new into your life until you are grateful for what you have now."

Here's a subtle but very important point: What you are feeling is more important than what you are thinking.

Thoughts get you headed in the right direction, but you have to really feel it in your body to get results. It's your feelings that determine your vibrational frequency and your sending/receiving channels. You decide this every day.

Get into the habit of programming yourself every day to be vibrating and sending/receiving energy frequencies of gratitude, love, abundance, and positive expectations.


I believe in the power of visualization or mental rehearsal. However, I have found it works best if you start with an attitude of gratitude. I often see people who have read books or taken classes on the power of visualization and then immediately visualize what it is that they want to have in their lives. If they are not careful, this can become a trap.

Without the gratitude step, nothing new can come into our lives. Also, their mind can play funny games. People sometimes tell me that when they start visualizing what they want in their lives, they are reminded that they don't have it. In fact, there is a lot they don't have, and they suddenly start dwelling on all that they lack. They slip into scarcity. What started out as a positive exercise turns into a negative one and, consequently, produces negative vibrations.

When students tell me how a visualization experience turned negative for them, I ask if they started their visualization with gratitude. In every case, they say no. Always start with gratitude. Bring a person, object, or experience to mind. Feel the love and thanksgiving for that person, object, or experience. This opens you up to receive.

If you want to read more about the science of gratitude, read Thanks! How the New Science of Gratitude Can Make You Happier by Dr. Robert Emmons.


As you learn how energy works, and begin to receive success in your life, it is easy to slip into a mind-set that you are somehow master of the universe and can make anything happen. Well, you can make a lot happen by learning how the universe works, but you always need to remember you didn't create it, and you need to continuously have an attitude of gratitude.

Never take anything for granted. Every day is a gift.


Excerpted from Ninja Selling by Larry Kendall. Copyright © 2017 Larry Kendall. Excerpted by permission of Greenleaf Book Group Press.
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

Foreword xiii

Preface: The Ninja Way xv

Acknowledgments xxiii

Introduction 1

Principle 1 Personal Mastery

Chapter 1 The Ninja Mind-Set 13

Chapter 2 Good Vibrations 15

Chapter 3 Controlling Your Emotional Energy 18

Chapter 4 Rituals 21

Chapter 5 The Ninja Morning Routine 24

Chapter 6 What You Focus on Expands 27

Chapter 7 Learning to Run Your Brain 32

Chapter 8 My Results Formula 37

Chapter 9 Creating Your Future 41

Chapter 10 Eight Key Steps to Proper Programming 44

Chapter 11 The Power of Affirmations 47

Chapter 12 The Power of Focus 50

Principle 2 Stop selling! Start solving!

Chapter 13 The Pursuer-Distancer Dance 57

Chapter 14 Creating Value 59

Chapter 15 Asking the Right Questions 62

Chapter 16 The FORD Questions 66

Chapter 17 The Power of FORD 70

Chapter 18 What Will People Pay For? 73

Chapter 19 Creating Your Value Proposition 79

Chapter 20 Building Your Brand 83

Chapter 21 A Proactive Trusted Advisor 88

Principle 3 Ninja Business Strategy

Chapter 22 Working Smart 97

Chapter 23 The Power of FLOW 102

Chapter 24 You Are Either Visible or Invisible 106

Chapter 25 The Power of 8 in 8 114

Chapter 26 How Do You Generate Business? 120

Chapter 27 The Ninja Nine-Your Five Daily Habits 124

Chapter 28 The Ninja Nine-Your Four Weekly Habits 132

Chapter 29 What Holds You Back? 145

Chapter 30 Building Your Database 148

Chapter 31 Formatting and Using Your Database 157

Chapter 32 The Power of PIE Time 165

Principle 4 Connect and Communicate

Chapter 33 The Platinum Rule and Personalities 172

Chapter 34 Decision Strategies 179

Chapter 35 The Power of Pretend 181

Chapter 36 Giving Permission 185

Chapter 37 Ninja Consultation 187

Chapter 38 Ninja Consultation Step 1: Connection 196

Chapter 39 Ninja Consultation Step 2: Information 201

Chapter 40 Ninja Consultation Step 3: Solution 206

Chapter 41 Ninja Consultation Step 4: Proposal 211

Chapter 42 Helping Customers Make Good Decisions 219

Conclusion: The Ninja Path 222


Appendix A The Ten-Step Buyer Process 226

Appendix B The Art and Science of Showing Property 251

Appendix C Soft Closing Questions 255

Appendix D Seller Decisions 261

Appendix E The Sixteen-Step Seller Process 266

Appendix F Pricing on the Bridge 293

Appendix G Dynamic Pricing 295

Appendix H Your Next Transaction Is Embedded in This One 298

Afterword: The Ninja Prayer 300

Index 302

About the Author 317

Customer Reviews