You would think a company dedicated to creating champion sellers would never instruct you to stop selling, but we did.  Champion sellers are really champion communicators.  Communicating has four dynamics, and selling is one of them.  However, it’s one of the two least effective ways, yet most people never proceed beyond this point.  Turn off the selling, turn on the motivating and watch your prospects beliefs change!

Selling is a process & not a one time event.  However, the “process” is moving the prospective client’s beliefs so ultimately a sale will occur.  It has nothing to do with transferring facts, features or even benefits.  Once you get the belief, the action will follow.  In August a client in one of our sister companies will celebrate ten years with us.  About five years ago the owner told me the single greatest thing he ever did for his business was to become our client.  Wow!  When that type of belief occurs, you can lay on the beach at the Island of Compounding Profits.  Imagine how much money you would make if all your clients felt this way.  Creating, changing or maintaining beliefs is the key.

“How To” books sell well, get alot of publicity and are good in theory…however, I’m not sure they’re worth much (I say this only because I have a bookshelf full of them, but I never seem to implement them in my life).  I’ve found the best thing to read is a good biography.  You’ll learn more about how to become successful reading about people than reading what they write.

Last year an account executive for one of our businesses landing a big account that took the market by surprise.  Trouble was in three months we lost the account due to a competitor providing misleading information.  I’m happy to report after a six hour trip in the car, this same account executive and I regained the account after speaking with the CEO of the company.  I wish we could take credit for the sale, however, in all honesty it was simply the “empty bag” principle at work!