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Secrets of Great Rainmakers

A review by Andrew Forward, of Jeffrey J. Fox's book on selling

We are always selling, regardless what we do. Instead of fighting this fact you should arm yourself with the necessary tools to at least understand the habits of successful sellers. And by the way, a rainmaker is a metaphor for great sellers (something that I did not know until I picked up this book).

Even if you do not work in your sales department, or ever want to, Jeffrey Fox has some great advice from some very successful people.

The summary below provides a brief glimpse into what makes a rainmaker. The text below should:

1. Give you a few pointers about selling well
2. Help you to decide whether or not the book is worth the read
3. Provide a brush up on the content after you have read Secrets of Great Rainmakers

Dollarize your selling proposition

• The true value of a products benefits
• i.e. a $7k water filter system can reduce waste costs by $10k, increase output by $5k, for a savings of $8k

Never admit to having competitors

• Never call them by name
• Never use "Competitors"
• Never insult other firms => as you may be insulting your customer

Mottos

• If you don't do business with me, we both lose
• Compete for inches (more calls, precall planning, no typos)

Get Out there

• Get meetings with customers
• Ask for the sale

The first buy-signal: "We work with X, good, cheaper!"

Some customers may assume that company X is your competitor, but remember you do not admit to having competitors. The mere fact that the customer, Jayne, agreed to meet with you implies that she thinks you can help. Jayne cannot admit that she made a mistake and will usually be very defensive at first. Several key buy indicators include when the customer smiles, nods, tests your product, asks technical questions and a schedules follow up meeting.

Turn $6 into $60,000

Do not be cheap with pennies when dealing with customers (especially new ones). By going one step beyond, you have a lot of lose. A man walks into a men's clothing store, on Sunday, and needs buttons. Provide him with great service, fancy new buttons and do it all for nothing. That same man returned the next day and was a loyal customer for many years spending upwards of $60,000 to outfit his entire family.

6 buttons, 10 minutes, uncommon courtesy resulting in $60k in sales

Selling is a contact sport

• Face to face
• Find new customers, retain old customers
• practice, plan meticulously
• 3Cs: Contact, Connect, Close

Rolodex roulete

• use, visit, purge, update
• Contains customer, contacts, reference, referrer,prospects, advisers, suppliers, friends, family

How to start a sales call / meeting

When meeting with a client avoid the clich� of bonding with the customer (i.e. I see you like to fish, hey me too). It is just plain stupid. Only after the sales call, and if you really care, should we ask about that big trophy in the glass case. At the very start of the meeting be sure to confirm the customer's availability,

"We agreed to 15 minutes, is that still okay with you?"

This will achieve the following:

• Confirms time
• Getting to a yes
• Customer is engaged
• Avoids blocker "how long are you gonna take?"
• customer believes she is in control
• Customer agrees to the meeting (buy signal)

Asking for the order

• Customer expects / wants the salesperson to ask questions
• "May I explore some ideas with you?"
• Take a stroll, factory tours are buy signals

Getting client referrals

Ask with aided prompts "Are there ____ (members of your country club) who want to get the same deal?"

• reinforcement of correct decision, good price
• to decline is to discredit your customers own discoveries
• all sales are from leads, introductions, or referrals

Free is not a loss leader

Loss leaders are losers - they lose you money attract the wrong customers are should never be part of sales or marketing campaign. Free is a good customer getter as good customers know what "free" means

Good faith that a successful experience will lead to a purchase