{"id":759,"date":"2019-07-21T19:34:36","date_gmt":"2019-07-21T19:34:36","guid":{"rendered":"https:\/\/sellingsherpa.com\/?p=759"},"modified":"2019-07-21T19:34:44","modified_gmt":"2019-07-21T19:34:44","slug":"sales-truth-book-summary","status":"publish","type":"post","link":"https:\/\/sellingsherpa.com\/index.php\/2019\/07\/21\/sales-truth-book-summary\/","title":{"rendered":"Sales Truth (Book Summary)"},"content":{"rendered":"<div class=\"nolwrap\">\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.amazon.com\/dp\/B07KDZRJPR\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"Sales Truth by Mike Weinberg (opens in a new tab)\">Sales Truth by Mike Weinberg<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>PART I: The #Truth About the \u201cExperts\u201d<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>CHAPTER 1 Truth, What Is Truth?<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Many of today\u2019s nouveau \u201cexperts\u201c love to tell\nus that everything has changed. What\u2019s so amusing and so irritating to me is\nthat I see the exact opposite. The most effective executives, sales managers,\nand salespeople I observe are masters at the basics.<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>CHAPTER 2 Be Very Wary of the Nouveau Experts and False\nTeachers<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>The professional seller, the one who delivers\nvalue, who proactively works into accounts before they are shopping, who seeks\nto truly understand a customer\u2019s needs, who does effective discovery work,\nwho\u2019s motivated to solve a customer\u2019s problems, who tells a compelling story,\nwho\u2019s committed to delivering valuable outcomes \u2014 that salesperson is not going\nanywhere anytime soon.<\/li><li><em>Unless you can find sellers in similar roles\nhaving tremendous success from creating and publishing their own content, I\nwould be highly skeptical you\u2019d be well served following that route.<\/em><\/li><li>I implore salespeople to use every appropriate,\neffective, and ethical means available.<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>CHAPTER 3 Just Because It\u2019s Published Doesn\u2019t Mean It\u2019s\nTrue<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>[Beware] the danger of relying on averages<\/li><li>[Contrary to CEB\u2019s 57% fiding,] buyers interact\nwith sales representatives during every stage of the decision-making process,\nand in more than half the cases, salespeople are involved at the very beginning\nof the buyer\u2019s journey.<\/li><li>RAIN Group\u2019s research across twenty-five\nindustries demonstrated that 82 percent of buyers accepted meetings with\nsellers who proactively pursued them.<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>CHAPTER 4 Seven Powerful Sales Lessons from the 2016 US\nPresidential Election<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>People (Buyers) Act in Their Own Self Interest,\nand Your Messaging Matters<\/li><li>Ignore your long-term customers at your own\nperil.<\/li><li>Prospects and Customers Do Not Always Tell the\nTruth<\/li><li>We must learn to be leery of surface answers. <\/li><li>Strive to build relationships with a wider array\nof people within the customer organization,<\/li><li>We must better understand their internal buying\nculture and the landscape of competitors we are up against.<\/li><li>The best time to uncover the customer\u2019s\nobjections is always right now.<\/li><li>Presenting is not a synonym for selling. In many\ncases, the presentation is only a small piece of the overall sales process, and\nits importance is typically overrated.<\/li><li>[Deals] are won by professional sellers who work\ntheir ass off prior to the presentation and frequently after presentation day\ntoo.<\/li><li>Particularly in larger, more complex, and longer\nsales-cycle deals, the advantage goes to the salesperson who does the best\ndiscovery work, meets with the most stakeholders and influencers, who best\nunderstands the various constituencies \u2019 needs and desires, and who builds both\nthe best relationships and most consensus \u2014 all before presenting.<\/li><li>Don\u2019t promise stuff you cannot deliver to your\ncustomers<\/li><li>Trashing Your Competitor\u2019s Supporters Will Come\nBack to Haunt You. Instead of this being a business decision, it has become\npersonal to those he has offended.<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>PART II: The #Truth About Winning More New Sales<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>CHAPTER 5 To Win More New Sales Requires Focus on Winning\nNew Sales<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>CHAPTER 6 The Most Valuable Salespeople Don\u2019t Chase\nOpportunities, They Create Them<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Warm Leads and Set Appointments Should Be Viewed\nas the Icing, Not the Cake<\/li><li>There is nothing more powerful you can do to\nincrease your effectiveness and your earnings as a professional salesperson\nthan to become highly proficient at the three critical phases of any sales\nprocess: creating, advancing, and closing opportunities.<\/li><li>Keys to create new opportunities that fill the\ntop of our sales funnel.<ul><li>The Right Attitude<\/li><\/ul><ul><li>Intentional Calendar Management<\/li><\/ul><ul><li>Strategic Targeting<\/li><\/ul><ul><li>Compelling Messaging<\/li><\/ul><ul><li>Commitment to Prospecting<\/li><\/ul><\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>CHAPTER 7 The Right Attitude Toward Developing New\nBusiness Changes Everything<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>\u201cYour number one goal in sales is to make your\ncustomer as successful as possible.\u201d<\/li><li>You (and\/or your company) are experts, problem-solvers,\nsolution-providers, and value-creators for the customers\/markets you serve.<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>CHAPTER 8 Take Back Your Calendar to Become More\nSelfishly Productive<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Time blocking, the discipline of making\nappointments with yourself, ensures that you have sufficient time carved out to\ninvest your highest-value, highest-payoff activities.<\/li><li>The consequence of the hottest-first approach is\nthat proactively working target accounts to create new opportunities gets\nshortchanged, or more likely, ignored.<\/li><li>Top producers prioritize the top of the sales\nfunnel because they know that doing so ensures a healthy, balanced pipeline.<\/li><li>Block early morning time for new business\ndevelopment.<\/li><li>Highly productive salespeople and managers\ndecide when to check email.<\/li><li>Stop telling your accounts that you are \u201ctheir\nguy\u201c or \u201ctheir gal\u201c and that no matter what their need they should contact you.<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>CHAPTER 9 Naming Strategic Target Accounts Is the First\nStep of a Successful Sales Attack<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Top-producing sales hunters can point to their\ntarget account list in a nanosecond.<\/li><li>Even the most supremely talented salespeople\nwill not produce optimal results if they are pursuing the wrong accounts<\/li><li>Growable Existing Accounts: Take a step back to\nevaluate whether you have been underinvesting in your most growable customers<\/li><li>Over-servicing existing customers is not a\nrecipe for winning new business.<\/li><li>Name the Names of Your Ideal Profile Prospects\nand Dream Accounts<\/li><li>Salespeople should intentionally target\nprospective accounts that look, smell, and feel like their company\u2019s best\nexisting customers.<\/li><li>I\u2019m a fan of salespeople reserving a small\nsubset of their target prospect list for gigantic, monster accounts.<\/li><li><em>Seek Input and Commit to Your Finite List for\na Season. Be slow to cross names off the list. In my own selling career, some\nof my best, largest, and most profitable clients took a very long time to\nacquire.<\/em><\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>CHAPTER 10 A Compelling Message Increases Your Confidence\nand Effectiveness<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Customers do NOT care what you do, how much you\nlove your company or your product, or how long you\u2019ve been in business. What\nthey really want to know is what you can do for them!<\/li><li>Three essential ingredients for drafting a\ncompelling, customer-issue-focused, and differentiating story: <ul><li>1. The Issues You Address for Customers\n(outcomes you achieve) <\/li><\/ul><ul><li>2. Your Offerings <\/li><\/ul><ul><li>3. Differentiators (that set apart you, your\ncompany, and your offering)<\/li><\/ul><\/li><li><em>Use the \u201cBridge Line\u201d to shift your focus\nfrom your products &amp; services to customer issues &amp; outcomes: [Customer\nType] turns\/look to [Your Company Name] when\/to\u2026&nbsp; Ex: \u201cSenior executives look to me when\u2026\u201d<\/em><\/li><li>Salespeople must be armed with a a handful of\none-page case studies that cover the gamut of their company\u2019s offerings and the\ntypes of situations where those offerings apply.<\/li><li>A solid, usable case study has three very simple\ncomponents:<ul><li>The customer\u2019s situation when we found them or\nbecame engaged<\/li><\/ul><ul><li>What we did<\/li><\/ul><ul><li>The outcome<\/li><\/ul><\/li><li>It\u2019s not enough for a salesperson to have case studies\nin writing. They must be committed to memory.<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>CHAPTER 11 Prospecting Is Not Optional<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>The telephone remains an incredibly effective\nvehicle to deliver your message and to secure a meeting with a prospective\ncustomer.<\/li><li>In just about every sales situation I\u2019ve\nencountered is that there are not enough leads and referrals to sufficiently\nfill the top of the sales funnel regardless of how strong the inbound marketing\neffort or well-crafted and disciplined the referral requests.<\/li><li><em>Sell the Meeting Not Your Solution<\/em>: When\nyou face resistance, don\u2019t start selling your solution. Sell the value the\nprospect will receive from spending just a little bit of time with you. Let the\nprospect know that along with learning more about their situation, you\u2019ll share\nhow you are helping other people like them or organizations like theirs. <em>Make\nit abundantly clear that whether or not there ends up being a fit, your\nprospect will leave that discovery meeting challenged by what you share and\nwith fresh perspective, ideas, and insights<\/em>.<\/li><li><em>Use \u201cThe Money Line\u201d to burst objections:&nbsp; <\/em><ul><li><em>Ex:\n\u201cJoe, I understand you are under contract through next June. That\u2019s great. Let\nme ask you to visit with me anyway.\u201d<\/em><\/li><\/ul><ul><li><em>Ex:\n\u201cMary, it makes complete sense to me that you are swamped. I work with\nproduction managers (or whatever her position is) every day and totally get it.\nI am going to ask you to visit with me anyway. You are going get value and\nideas from the meeting, even if there is not a next step for me.\u201d<\/em><\/li><\/ul><\/li><li>Lose the Sales Voice and Hackneyed Phrases.<\/li><li>It\u2019s the volume of quality messages received in\na relatively short time-frame that catalyzes the return call. I like to leave\nmessages about every four business days until I\u2019ve left five or six messages.\nThen I take a break.<\/li><li>Befriend the Gatekeeper and Ask for Help<ul><li>Use your relational ability, your EQ, and your\nsales skills to create a dialogue with the gatekeeper.<\/li><\/ul><ul><li>Be kind. Be respectful. Be prepared. Be concise.\nDemonstrate that you understand their role and that you respect their position\nand their time.<\/li><\/ul><ul><li>While you are scoring relational points by\nshowing deference to the gatekeeper, take it a step further and <em>ask for\nguidance and help. Ex: \u201cMay I ask you to help me, please. What would you\nsuggest is the best way to earn thirty minutes on Charles\u2019 schedule?\u201d<\/em><\/li><\/ul><\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>CHAPTER 12 Stop Rushing to Present and Demo<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>\u201cDiscovery precedes presentation. \u201cAlways!<\/li><li>What kind of doctor writes a prescription prior\nto examining and diagnosing the patient?<\/li><li>Understand the customer\u2019s situation<ul><li>Current state<\/li><\/ul><ul><li>Needs, threats, initiatives, challenges,\nobjectives, <\/li><\/ul><ul><li>Desired future state<\/li><\/ul><\/li><li>Presentations, particularly online meetings and\ndemos, generally move too slowly. The audience gets bored.<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>CHAPTER 13 Own Your Sales Process to Stay Out of the\nProcurement Pit<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Too many salespeople wimp out on their own sales\nprocess and continue defaulting to the buyer\u2019s process even when it makes no\nsense.<\/li><li><em>Bring so much value to the customer, and work\nso hard to establish relationships with the right key businesspeople within\nthat customer that they have absolutely no trouble telling their contacts that\nthey will not follow the procurement process because it benefits neither party.<\/em><\/li><li>A premium price requires a premium sales process\nand offering up pricing and dates via email would not qualify as a premium\nprocess!<\/li><li>I would inform the senior businessperson during\nour first discovery conversation that I don\u2019t do procurement, I don\u2019t do legal\nor master service agreements, and I don\u2019t bank my clients.<\/li><li>Adopt a policy that they would no longer submit\nRFP responses without first being granted access to key stakeholders for\ndiscovery meetings.<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>CHAPTER 14 You Most Certainly Can Win with an Older\nProduct or a Higher Price<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Things tend to go poorly for sellers who make\ntheir product the star of the show or the focus of a sales call.<\/li><li>There were four common themes I heard from those\nwho, against the odds, went out with their ten-year-old [product] and [nonetheless]\ntook business from the competition: <ul><li>1. Fearless.<\/li><\/ul><ul><li>2. Focused<\/li><\/ul><ul><li>3. Fit [=account targeting]<\/li><\/ul><ul><li>4. Familiarity: Able to craft a very different\nnarrative that played off customers \u2019 challenges, frustrations, and fears with\nthe newer models in the marketplace.<\/li><\/ul><\/li><li>A best practice of top salespeople: Getting in\nto see your competitor\u2019s customers instead of just over-servicing your own\nfavorite accounts<\/li><li>If You Need the Lowest Price to Sell, Then You\nAren\u2019t Needed as a Salesperson<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>CHAPTER 15 Two Extraordinary Sales Professionals \u2019 Not-So-Extraordinary\nKeys to Success<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>There is nothing magical about what the top\nsalespeople in the world do:<ul><li>&nbsp;They work\nreally hard. Really, really hard. <\/li><\/ul><ul><li>They are really competitive. <\/li><\/ul><ul><li>They go the extra mile whether they\u2019re\nprospecting, prepping, probing, presenting, proposing or following-up. <\/li><\/ul><ul><li>They know their business and their competitors. <\/li><\/ul><ul><li>They\n<em>understand that winning the sale requires connecting with the customer on a\npersonal level.<\/em><\/li><\/ul><\/li><li>So many people in sales are looking for the\nshortcut to success, but there are no shortcuts.<\/li><li>[Be] fanatical about these particular aspects of\nselling: <ul><li>1. Preparation<\/li><\/ul><ul><li>2. Practice:&nbsp;\nNot only does he insist that the entire team presenting to the prospect\nmust meet to rehearse the day prior to the big meeting, they practice\neverything, even how they will introduce themselves<\/li><\/ul><ul><li>3. Personal: <ul><li>Take sales personally<\/li><\/ul><ul><li>Connection trumps Content. <\/li><\/ul><ul><li>People make buying decisions for personal\nreasons.<\/li><\/ul><\/li><\/ul><ul><li>4. Follow-Up.: Follow up without coming across\nlike an impatient, immature salesperson, and you must offer value to the\nprospect while doing it. <\/li><\/ul><\/li><li><em>[If you don\u2019t know you are winning,] call\nyour contact; you know she likes you. Tell her that you have the sense that\nthey don\u2019t have all the critical information necessary to make the best\ndecision. Then ask her what she sees as the Achilles\u2019 heel in your proposal.<\/em><\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>CHAPTER 16 Beyond All Else, Great Sales Leadership Is\nStill the Key to Winning More New Sales<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><em>Accountability, particularly when executed\nwell, trumps coaching and enabling every day of the month and twice on the day\nthat the sales report gets published!<\/em><\/li><li>Best practice conducting effective monthly, one-to-one\naccountability meetings: Review a salesperson\u2019s results, pipeline, and activity\nagainst named target accounts (in that specific order).<\/li><li>I believe that the only way to get this kind of\nlift (and respect) when looking to stand up a sales operations team is to put a\ntop producer in the leadership role.<\/li><li>Most hunters don\u2019t excel at managing the day-to-day\nneeds of existing customers.<\/li><li>Write the job description to repel the wrong\ncandidates and attract the right ones!<\/li><li>Two Iron Laws of Recruiting<ul><li>1. Recruit ahead of the need.<\/li><\/ul><ul><li>2. Never hire a candidate who is not better than\nthe average person on your team.<\/li><\/ul><\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>CHAPTER 17 Stop Searching for the Secret Sales Sauce,\nIgnore the Trendy Voices, and Get to Work Mastering the Fundamentals<\/strong><\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Sales Truth by Mike Weinberg PART I: The #Truth About the \u201cExperts\u201d CHAPTER 1 Truth, What Is Truth? Many of today\u2019s nouveau \u201cexperts\u201c love to tell us that everything has changed. What\u2019s so amusing and so irritating to me is that I see the exact opposite. The most effective executives, sales managers, and salespeople I [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":760,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_import_markdown_pro_load_document_selector":0,"_import_markdown_pro_submit_text_textarea":"","_monsterinsights_skip_tracking":false,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[1],"tags":[],"class_list":["post-759","post","type-post","status-publish","format-standard","has-post-thumbnail","category-uncategorized","entry"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 5.0.4 - aioseo.com -->\n\t<meta name=\"description\" content=\"Sales Truth by Mike Weinberg PART I: The #Truth About the \u201cExperts\u201d CHAPTER 1 Truth, What Is Truth? 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