5 Pieces of Sales Wisdom that Could Change Every Industry

I’ve detailed below 5 short book excerpts that I believe could have a dramatic effect – if implemented appropriately – on pretty much every single catalogued industry trading in all the world’s markets today. The reason I can make such a sweeping statement, is that my industry – the Sales Industry – effects and drives just about every other industry out there.
business quality industry

The mistakes that most people make in sales – and in business generally – are rarely that complicated. But just like marriage and raising a family, our life experiences (and the information at hand) shapes how we react to the obstacles in our way and the path that we eventually lead ourselves down.

So, the subjects covered below are the five areas of business and sales where so many are just doing the best they can – with the smattering of knowledge and understanding at their disposal – but then often miss really simple and obvious “truths”, just because no one ever took the time to share the advice.

The 5 subjects are:

Mixing up a relationship management role with an account management role

The Thing You Have to Understand When Calling Prospects

The Difference Between the Perfect Salesperson and You

Why Prospects Say No

The Formula for Developing Persistence

Mixing Up Relationship Management and Account Management
“Occasionally, account managers are encouraged to become relationship managers. This shows a huge misunderstanding of the nature of the client. Account Management is the stereotypical boy-girl relationship.

The girl (salesperson) wants a relationship: marriage. The boy (buyer) wants a transaction: sex.

The boy will promise all sorts of things, but at the end of the day, he just wants to screw you. Mention marriage and he will laugh or run.” From How to Sell by Jo Owen

The Thing You Have to Understand When Calling Prospects
“So the gurus and thought leaders rage on over whether to cold call or not to cold call. But their bluster is really just an inane argument focused on semantics of degrees – cold, warm, smoldering, hot, smoking hot, – and mostly centred on how to avoid ever having to make an outbound call to a prospect again.

This is why I’m going to let you in on the truth – the real truth that all these so called experts continue to ignore, and it has nothing to do with cold calling.

Here’s the deal. If  you want sustained success in your sales career, if you want to maximise your income, then you’ve got to interrupt prospects.” From Fanatical Prospecting by Jeb Blount

The Salesperson You’d Actually Like to Be
“An exercise at the beginning of my foundation level sales workshops asks the delegates to list which words they would use to describe the perfect salesperson. The answers always tend to be a collection of emotive nouns and thrusty adjectives which conform to the stereotypical sales caricature, such as driven, persuasive, hard-nosed, tenacious, thick-skinned, results-orientated, relentless and “never takes no for an answer”. It is a rare moment indeed when anyone mentions the words honest, empathic, trustworthy, humble, reliable, helpful or customer-focused.

But – just for a moment – stop thinking about the perfect salesperson you’d like to be in your Wolf of Wall Street daydream and instead try to focus on what you expect from those who are selling something to you. Shouldn’t the salesperson you’d ideally like to be and the salesperson you’d like to encounter as a customer roughly be one and the same?” From Selling with EASE by Chris Murray

Why Prospects Say No
“When a prospect says no, he is saying that he either does not have the money – and all the sales expertise in the world will not generate that – or he is saying, ” I am not about to give you more for the product or service than I feel the product or service is worth.” The point is simple. When you use pressure on a prospect and persist in your efforts to get him to buy, all you’re doing is antagonising him or turning the prospect off. When a prospect says no, chances are excellent that in his mind he simply does not feel the product – for him – is worth the price you’re asking.

Now in most cases you can’t significantly change or lower the price, but you can dramatically change the value. But to change that value, you have to give additional information about your goods or services. This general involves trust and good communication between the prospect and the salesperson. With this in mind, a truly professional and effective procedure must include showing how you can raise the value of the product in the mind of the prospect.”  From Zig Ziglar’s Secrets of Closing the Sale by Zig Ziglar

How to Develop Persistence
“There are four simple steps that lead to the habit of persistence. They call for no great amount of intelligence, no particular level of education and but little time or effort. The necessary steps are:

1. A definite purpose backed by a burning desire for it fulfilment.

2. A definite plan, expressed in continuous action

3. A mind closed tightly against all negative and discouraging influences ( including negative suggestions of relatives, friends and acquaintances)

4. A friendly alliance with one or more persons who will encourage you to follow through with both plan and purpose.

These four steps are essential for success in all walks of life.”  From Think and Grow Rich by Napoleon Hill


My new book – Selling with EASE: The Four Step Sales Cycle Found in Every Successful Business Transaction is now available from Kindle and as a Paperback.

If you’d like a preview, you can download the first 30 pages as a PDF document – completely free – by clicking right here


Chris Murray is founder and Managing Director of Varda Kreuz Training, a company created to deliver sales training that really works – not in theory and not just sometimes, but sales training that really works. You can find out more about Varda Kreuz Training HERE or give us a call right now on 0844 293 9777 (UK)

His other books include The Extremely Successful Salesman’s Club – which has been an Amazon Number 1 Best Seller and heralded as the Da Vinci Code for salespeople.

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