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Avoid Excuse Makers

Review of The Best Damn Sales Book Ever

July 27, 2007


photo of Paula Parisot
Paula Parisot

One of the keys to making it in sales is a focus on a successful outcome, according to a new book reviewed by MortgageDaily.com. This includes avoiding non achieving excuse makers like the plague.

Salespeople with great attitudes towards everyone tend to be more successful, author Warren Greshes said in The Best Damn Sales Book Ever: 16 Rock-Solid Rules for Achieving Sales Success.

"When you speak to a client or prospect, your attitude and commitment are what they hear, see, and feel," Greshes explained.

Most people don't really listen to words, he said in the 196-page hardcover book.

"But, people hear your attitude, they feel your commitment, and that's what they're going to buy."

He noted that going the extra mile without judging the outcome often results in gaining potentially lucrative clients that others would dismiss due to lack of an immediate sale.

For example, he told a story of a woman in banking who lent a customer a company book for a weekend only to find out it was a test of a local executive who was searching for a bank to move all their accounts to. Needless to say, she passed the test and was given his business because she went above and beyond to help a customer without any expectations.

The right attitude and commitment, however, are not something we are born with, Greshes said.

"They must be developed through setting goals, planning, and creating a sense of focus, purpose, and direction for your life and career."

A five-step goal setting and planning process is outlined in the book to help readers create their own written five-year plan. This will help salespeople focus and be better able to visualize it, he said.

"Only if you can see yourself successful can you be successful," Greshes said. "But if you can't even see yourself doing it in your mind, how can you ever expect to do it in real life?"

Create the vision and don't listen to the "excuse-makers," he wrote.

"You know the one I'm talking about -- the person who always tells us how much business they could have done, but ... They have no luck; they never catch a break," he explained.

These people pre-judge themselves right out of a sale with excuses like, "nobody buys in December" or "you can't do business in the summer because everyone is on vacation."

review and buy book

Successful people avoid those people like the plague.

Greshes followed up this topic with the story of an ordinary life insurance salesman, whose open-mindedness and cold calling efforts to the president of MCA Entertainment led to a Guinness Book record sale of $100 million dollar life insurance policy for David Geffen of Geffen Records.

"All his happened because he never prejudged, never assumed, never minimized himself or his prospect," he wrote. "One other thing Peter did, or rather didn't do: Not once throughout the entire process did Peter Rosengard ever stop seeing himself successful."

Paula Parisot is a MortgageDaily.com feature reporter and a blogger at CloserBlog.com who has also worked in the mortgage industry.

e-mail Paula at: [email protected]

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