Gold Medal Top Sales & Marketing Blog 2011 Silver Medal Top Sales & Marketing Blog Post  2011 Finalist Top Sales & Marketing Thought Leader 2011

Your email:

Google

salesachievementgrader

          Baseline Selling 

Great Sites

Understanding the Sales Force

Current Articles | RSS Feed RSS Feed

Jeffrey Gitomer - Taking it One Step Further

  
  
  

Dave Kurlan is a top-rated speaker, best-selling author, sales thought leader and highly regarded sales development expert.


You probably know Jeffrey Gitomer, author of the Little Red Book of Selling and a syndicated columnist in many business journals. In this week's column, Gitomer presented five internal senses required for having a sense of selling.

He says that "you must interpret the customer's words, questions, tone, mood and motives in order to determine both where your opportunity is, and when that opportunity has surfaced."Generally good advice.  But what would happen if we took it one step further?.


Would it have been even better to say that you must listen closely to the customer's words, questions and tone and then, (use the Infield Why Rule in Baseline Selling), simply ask one of those 'why?' questions? Taking it one step further, would it have been better to write that you should observe their mood and ask why? And when it comes to motives, can we take it one step further and suggest that you should ask your prospect what their motives are - their compelling reasons to buy?  Interpreting, or assuming, can get you in trouble.  When you assume there's a good chance you'll be wrong so you must get your prospect to actually say what they're thinking. There is much more power in their words than yours and when you attempt to interpret their words, the interpretation is based on your experience, not theirs.

Gitomer is usually spot on but this week I think he accidentally provided incomplete advice with a single misplaced word.

You can learn much more about the Infield Why Rule beginning on page 103 of Baseline Selling.

© Copyright 2006 Objective Management Group, Inc.

whitepaper banner



whitepaper-banner2

Posted by Dave Kurlan on Tue, Nov 28, 2006 @ 07:51 AM

COMMENTS

If my salespeople had internalized this sales advice, I and they would have preserved much energy. In my sales experience, it has mattered little what I thought. What my prospects have said and felt are the keys to the kingdom.

posted on Monday, July 30, 2007 at 3:12 by Thomas Skrekas


The only way to "interpret" what someone else says is to ask questions so that they can explain what they mean, Most sales people hear what they want to hear or assume that we all mean the same thing.

I like to use the example of DRM. If a customer uses this acronym what does it mean? To a copier salesperson, it is Device Relationship management, but to a not for profit, it is donor relationship management a form of CRM. However, to many IT folks today it is Digital Rights Management - a nightmare for most IT folks. So how do I interpret what they mean? I ask! Two ears, one mouth - maybe God had a plan. Of course, for many sales folks they hear Two beers, one mouth maybe God had a plan!

posted on Thursday, November 08, 2007 at 10:46 AM by becky guillory


Ouch. I would encourage you to link to Gitomer's article too, Dave.
However, your point is spot on. Interpreting what someone says is important. However, too many people interpret and think they understand, when in fact they're using their own biases to interpret.
A good salesperson, as Dave is pointing out, confirms that they understand what they're prospect is saying by restating it and then asks "Why".
This isn't splitting hairs. I suggest that anyone who thinks so picks up Dave's book. They'll benefit more than Dave will.

posted on Tuesday, April 08, 2008 at 2:22 by


how right you are!!!!!! tom hopkins does a much better job than jeffrey inpresenting a total package for helping people buy what is in their own best interests and not SELLING.

posted on Thursday, June 12, 2008 at 7:12 AM by brad


In the end, the key is to express what you think they want and get them to agree in writing, then it is legally binding.

posted on Thursday, July 10, 2008 at 6:50 by Oleg Tumarkin


In my experience very rarly does someone tell you the truth about what they are thinking or even meaning. How many people have you sold that said this will be tough to afford then paid cash or requested no payments. You must analyze the thoughts and seek all possible meanings. "This is tough to afford," sometimes means you have not spent enough time convincing me. I think he was talking about the tough sales that require the salesperson to analyze what the true meaning behind tough to understand statements. We don't need help with the lay downs, at least I don't.

posted on Friday, July 11, 2008 at 12:33 by Justin Lipscomb


Most all sales seminars are pure bunk. The secret has not changed in a century. From W.Clement Stone to today. Enthusiasm and a genuine care for humanity is the basis of all sales. Technique is helpful, but the teaching world has now become a manipulative process, which ultimately fails in the long haul. I know, I have made more money in sales than any poster here. Promise. My advice is free.

posted on Monday, July 14, 2008 at 12:47 AM by Mike Brewer/Ret,


Great conversation team! Now let me add my two cents. Think about the last social event you went to. Now think about somebody new you met who you really liked. What were the qualities in that person that made you like them? We often can't put our finger on it but if you think about it closely, that person asked you about your family, your job, your kids, your hobbies. Now think about what I call the "party Jackass." What were the qualities in that person that made you not like them? Of course, all they did was SELL themselves and never asked any questions. So the simple life and SALES truth is, if you want people to like you, genuinly care and demonstrate it by asking questions and listening. If you do NOT want people (or customers) to like you, the formula is just as easy. Simply make it all about you by making a ton of statements. But here is my take. To serve the customer better than your competition you caring is not enough! You need to provide more value more quickly than the OTHER caring person walking in the door. And to do this , you need to be very specific in how you do it.  
 
 
 
So add that selfless personality along WITH a sales process to truly serve the customer. Let me know what you think of my sales process. It is called PRECISE Selling. 
 
 
 
Prepare  
 
Respect and Trust 
 
Engage with Questions 
 
Convey Solution 
 
Indecision-Overcome it 
 
Secure Agreement 
 
Explore 
 
 
 
Once a salesperson combines a selfless attitude with the repeatable process above, the end result is fewer wasted words, fewer FOLLOW UP calls and more honest Yeses and even Nos. To learn more about the book that discusses these principles, go towww.preciseselling.com or check it out on Amazon. The book is called 20 Days to the Top and directly supports the Sullivan Family (my family) college fund. Plus, you will not only learn or relearn some good stuff, I promise you will open laugh at the anecdotes. Thanks for letting me give a cheap plug to the book! Great luck selling Team! See you at the TOP! 
 
 
 

 
 
 
 
 
My point is, you are all EXACTLY correct in your postings above and all 
 
 
 
 
 
In fact, I have little doubt that everybody posting here is a top sales performer because you are taking the time to have a discussion about sales! Now here is my take. the greatest salespeople are selfless.

posted on Tuesday, August 19, 2008 at 10:37 AM by Brian Sullivan


You're an idiot. Jeffrey has given some of the best sales advice anyone can have. He obviously knows the secrets because he can very skillfully sell his consultations, books, cds, dvds, etc..

posted on Monday, September 22, 2008 at 10:08 by Jared


Jeffrey has a lot more money than you.

posted on Tuesday, December 23, 2008 at 3:10 by BOB


Everybody reads this text in another way... Everybody has an another interpretation of the text. How can you say that Jeffrey is better than Dave kurlan. It's not relevant... Sales is all about how good your product or service is and if the client likes the salesman. Like Jeffrey says: "People don't like to be sold, but they love to buy !" And if the client likes you, then it's possible he will make an order.  
 
 
 
This is just my opinion, so people, if you think I'm wrong, just say it on a polite and decent way. 
 
 
 
gr shaun

posted on Friday, April 03, 2009 at 3:54 AM by Shaun


I like Jeffrey's approach, but Dave is correct here. Most of us in Sales pride ourselves on our intuition, our ability to "read the situation" and too often we get it totally wrong. Listening, asking honest questions and building trust with the prospect, are far more likely to produce a successful outcome. 
 
 
 
sb

posted on Tuesday, May 05, 2009 at 7:57 AM by Steve B


@all - this post is now two and one half years old and people are still commenting. However, it's not about Jeffrey vs. me, and it's not about which advice aligns most closely with your beliefs or styles. In the end, it is what will help the most salespeople, get the best possible result, in the easiest way, and in the shortest time, with the least resistance.

posted on Thursday, May 07, 2009 at 11:14 by Dave Kurlan


Jeffrey was one of my closest friends throughout the 80s. When he was teaching me about sales he was actually giving me skills for life that have always served me well. I'm happy, but not surprised, to see that he's doing so well and doing what he loves. Also he's still funny. Instead of nitpicking specific writings, it may benefit any of you to read his advise and also look the big picture ... he's successful and happy and certainly an effective salesman!  
 
 
 
Have fun, Jeffrey.

posted on Thursday, August 20, 2009 at 9:37 AM by Leslie (Shorter) Giberson


I misspelled "advice" in my last post. Unforgivable in my line of work. Please forgive me, all of you compulsive proofreaders out there.  
 
 
 

posted on Thursday, August 20, 2009 at 9:39 AM by Leslie Giberson


You are a fool my friend. Your sole basis on saying an expert in the field of saleing is wrong is you're own, misinterpretation. The word hypocrite comes to mind, but seems a little harsh when trying to describe you my friend. Simply to harsh because you didn't sell me your point of view. Hypocrite because you have simply misinterpreted his words, you fool. If you study saleing and the way jefferey gitomer sales, he says objections, quesitions, and things are not the true concern. If you are to ask a waiter what is good on the menu. He might come back with todays special. His answer might feel somewhat inadequate. It would feel more genuine if he simply stated, "well my favorite is the quesadilla burger," or "I really love today's special because of the zesty kick." If my waiter, who is essentailly saleing me something, asked me why I wanted to know what was good then I would be ticked.

posted on Thursday, September 10, 2009 at 3:01 by kyle borcik


Your kidding right? You, who nobody has ever heard of, is giving advice over Gitomer, probably the greatest sales man alive today. Give me a break and go back over the years and listen to all the contributions that Gitomer has made.

posted on Wednesday, November 11, 2009 at 6:06 by George Muir


"Precise Selling" Seems everyone has an angle.  
Great concept. But, honestly it just seems to add more to the brown muck of sales garboly goo (tips) that is out there. 
 
Do I really need another sales acronym? I don't tink so...Yes I forgot the 'h'. 
Good luck to you though. I wish you sincere prosperity.  
I have enough trouble memorizing Jeffrey's 10.5 lists...LOL!!!

posted on Sunday, January 17, 2010 at 5:38 by Greg


i've been in closing sales for 30 years-love to read critics going after each other- a philosopher once said "ALL NATIONS CRITIZICE EACH OTHER AND THEY ARE USUALLY RIGHT! anyway i still learn by listening.

posted on Saturday, January 30, 2010 at 1:35 by Barry Myatt


Comments have been closed for this article.