book

5-Minute Selling

by Alex Goldfayn

August 2020

Beginner

352 pages

3h 28m

English

Wiley

Audiobook available

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THE PROACTIVE COMMUNICATIONSQUICKLY PLANNING YOUR UPCOMING WEEK OF PROACTIVE OUTREACHQUICKLY TRACKINGTHE SYSTEM IS THE KEY TO YOUR SALES GROWTHBUT IS FIVE MINUTES PER DAY REALLY ENOUGH?
WHY I WROTE THIS BOOKWHAT'S THE BEST TIME TO IMPLEMENT YOUR 5-MINUTE SELLING TECHNIQUES?ON A SILVER PLATTER, HERE IS HOW TO MAKE MORE MONEYHOW MANY CALLS SHOULD YOU DO?I'M ASKING YOU TO GIVE IT TWO WEEKSNOW, LET'S GO SELL MORE, IN FIVE MINUTES A DAY
BUT THESE ARE ONLY 10—20% OF YOUR CUSTOMERSWHY DOES THIS HAPPEN?THE TERRIBLE THINGS THAT HAPPEN WHEN WE SELL REACTIVELYTHE BUSINESS IMPACT OF OUR SALES REACTIVITY

THIS IS HOW ALL OF THE COMPETITION THINKS
TESTIMONIAL CALLSPROACTIVE SALES CALLS
IN-PERSON MEETINGSTELEPHONE CALLSTEXT MESSAGESEMAILTHE ONLY TWO ACCEPTABLE USES OF EMAIL IN SALESAND SO, WE FOCUS ON THE TELEPHONE
THESE MINDSETS CAN BE LEARNED AND DEVELOPED BY TALKING TO YOUR HAPPY CUSTOMERSTHESE MINDSETS ARE CONTAGIOUSKEY MINDSETS THAT WILL FUEL YOUR SALES GROWTH
WHY THE SYSTEM IS SO MUCH MORE IMPORTANT THAN THE ACTIONSTHE START IS THE SECOND-MOST-IMPORTANT THING
NEW CLOSED SALESNEW OPENED SALESSALES PROGRESSED TOWARD A CLOSEBRAND-NEW CUSTOMERSNEW PROSPECTSTHE INCREDIBLE POWER OF REPEAT PURCHASES AND REPEAT CUSTOMERS
USING THE PROACTIVE CALL PLANNERNOW, FILL OUT YOUR FOLLOW-UP PLANNERKEEP THESE PLANNERS WHERE YOU CAN SEE THEM THROUGHOUT THE WEEKNOW, COMMUNICATE
HERE'S YOUR QUOTE TRACKERA QUOTE TRACKER SUCCESS STORYANOTHER QUOTE TRACKER SUCCESS STORYYOU'VE ALREADY DONE 99% OF THE WORK
MACRO-LISTENINGMICRO-LISTENING
QUANTITY TRUMPS QUALITYYOU'LL NEVER FEEL LIKE YOU'RE PERFECTLY READY
THE PILLARS OF YOUR 5-MINUTE SELLING SYSTEM
TOP 10 CURRENT CUSTOMERSTOP 10 FORMER BEST CUSTOMERS
WHICH MID-SIZED CUSTOMERS TO CALLWHICH SMALL CUSTOMERS TO CALL
THIS IS A CUSTOMER SERVICE CALLWHICH CUSTOMERS' DELIVERIES SHOULD YOU FOLLOW UP ON?
WHY EXPERIENCED SALESPEOPLE SPEAK NEARLY EXCLUSIVELY TO CUSTOMERS, NOT PROSPECTSTHE VALUE OF CALLING ON PROSPECTSHOW DO YOU KNOW WHICH PROSPECTS TO CALL?CALL PROSPECTS YOU ARE IN ACTIVE BUYING CONVERSATIONS WITHCALL PROSPECTS YOU KNOW ARE BUYING ELSEWHERE, AND RESCUE THEM FROM THE COMPETITIONCALL PROSPECTS YOU ONCE TALKED TO, BUT WHO NEVER BOUGHT
WHAT ELSE CAN YOU SELL YOUR CUSTOMERS?THE DID YOU KNOW QUESTIONYOU ARE STACKING REPEAT SALESCUSTOMERS ONLY KNOW ABOUT 20% OF ALL THEY CAN BUY FROM USPLANTING SEEDS AND TIMEONE OUT OF FIVE DYK QUESTIONS TURNS INTO A NEW LINE ITEMYOUR TOP 10 DYK PRODUCTS OR SERVICES
WHY DO THESE QUESTIONS WORK SO WELL?
ORDER HISTORY SELLING SUCCESS STORY
PRE-QUOTE OPPORTUNITIES FOLLOW-UP SUCCESS STORY
HERE ARE JUST SOME OF THE WAYS YOU CAN ASK FOR THE BUSINESSHOW TO PIVOT TO THE NEXT COMMITMENT
WHY WOULD THEY WANT TO REFER ME TO A COMPETITOR?AFTER YOU ASK, DON'T SAY A WORDWHAT TO DO IF THE CUSTOMER SAYS THEY'LL GET BACK TO YOU
SEND HUMAN NOTES, NOT THANK YOU NOTES
HERE IS WHAT YOUR EMAIL CAN INCLUDE
NOW, GO TO WORK
FOR CALLING YOUR BEST CUSTOMERSFOR CALLING YOUR FORMER BEST CUSTOMERSFOR CALLING SMALL AND MID-SIZED CUSTOMERSFOR CALLING CUSTOMERS YOU HAVEN'T TALKED TO IN THREE MONTHS OR MOREFOR CALLING CUSTOMERS WHO USED TO BUY BUT STOPPEDFOR CALLING CUSTOMERS WHO JUST RECEIVED AN ORDERFOR CALLING PROSPECTS YOU ARE IN ACTIVE BUYING CONVERSATIONS WITHFOR CALLING PROSPECTS WHO YOU KNOW ARE CURRENTLY BUYING FROM THE COMPETITIONFOR CALLING PROSPECTS YOU ONCE TALKED TO, BUT WHO NEVER BOUGHTTO ASK THE DYK QUESTION AND EXPAND THE PRODUCTS AND SERVICES YOU SELL TO YOUR CUSTOMERSTO ASK THE REVERSE DYK QUESTION AND LEARN WHAT ELSE YOUR CUSTOMER BUYS ELSEWHERETO EXPAND YOUR PERCENTAGE OF BUSINESS WITH A CUSTOMERTO SELL BASED ON A CUSTOMER'S ORDER HISTORYTO FOLLOW UP ON QUOTES (QFU)TO ASK FOR THE BUSINESS (PIVOT)TO ASK FOR A REFERRAL (REFER)TO SEND A HANDWRITTEN NOTE

Content preview from 5-Minute Selling

CHAPTER 34SEND WEEKLY HIGH-VALUE EMAIL COMMUNICATIONS

These aren't sales emails. You're not pitching or leading with discounts like most junk emails.

You're helping your customers and prospects with real value. They will be grateful for this.

Some of the most successful salespeople I've ever worked with send their customers and prospect list a weekly email. Very few do this, and the ones who do, almost as a rule, outperform everyone else.

This mailing is independent of anything the company sends. It comes from you. Which means that you will be emailing your customers, and your company should as well.

It's a high-value, regular email that arrives on the same day each week. In general, these mailings are very short and can be read in their entirety in about one minute.

HERE IS WHAT YOUR EMAIL CAN INCLUDE

A successful weekly mailing can contain any one or two of the items listed next. I repeat: these are brief mailings. Pick one or two of these things and email them weekly, and you will be helping your customers and prospects far more than the competition:

A quick summary of an industry article you found on an editorial web site that would provide value to your list. This article can be about:
- Industry news
- Tips, tricks, and advice
- Economic forecasts and predictions
- Anything else that your customers and prospects would find useful
A list of currently stocked products and what's incoming this week.
If you are in a commodity business, you can simply provide the latest commodity ...