Chapter 1

Let's Define the Deal

Quick. What's the first image that comes to mind when you hear the word salesperson? Pushy? Manipulative? Devious? Annoying? Obnoxious? Dishonest? Desperate?

It doesn't have to be that way. Think back to the last time you tried to make a sale. Was your customer excited to take your call, or did he not even bother to return it? Did she compliment your style and approach, or did she tell you to call back in six months?

That's because most of us are focused on selling the wrong thing. We focus on only one aspect of the sale: You pay me this for that, or you give me this for that. We tend to view selling as a “win-win.” What's in it for you, and what's in it for me? This book will teach you to focus on “What's in it for three?” There is always a third-party beneficiary of every sale: You, me, and your company, your charity, the people you serve, or your organization stand to benefit from your success. I like to call this the “win-win-win.” And if you can always ask yourself the question, “How many can benefit from this sale?” instead of “How can I benefit from this sale?” then you are well on your way toward closing more deals.

The headlines in the paper blare: “The Architect of the Deal” (as two large insurance companies merge); “It's All About the Deal” (as shoppers line up before dawn to grab the biggest bargains, newest iPhone, or tickets to a once-in-a-lifetime concert); “No Done Deal on Medicare” (as questions are raised about a tentative deal ...

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