Contents

      The Paradox

      Your Role

      Skill 1: Identify the End in Mind Decision

      Skill 2: Address Client Key Beliefs™

      Skill 3: Resolve Objections

      Skill 4: Prepare the Conditions for Good Decision Making

      Skill 5: Open Purposefully, Close Powerfully

      The Difference

      About the Authors

      Authors’ Note

      Special thanks to our colleague Mahan Khalsa for his generous contribution to the sales profession and for the important part he has played in our journey. We’ve been fortunate to have worked alongside Mahan as he’s inspired and guided hundreds of thousands of sales professionals with his ideas and teaching, reflected in his book, coauthored with Randy Illig, Let’s Get Real or Let’s Not Play. We gratefully acknowledge his influence on our thinking and practice.

      Preface

      In the 25 years since my father, Dr. Stephen R. Covey, published his bestselling book The 7 Habits of Highly Effective People, the company he cofounded (now FranklinCovey) has become known worldwide for teaching enduring principles of leadership and personal effectiveness that have transformed individuals and organizations alike.

      True to that mission, the book in your hands provides powerful sales insight from FranklinCovey’s Sales Performance Practice. Quite simply, it guides you in increasing your own sales success by helping your clients succeed.

      Craig Christensen, Sean Frontz, and Dennis Susa are superb guides, and this approach is time-tested and based on principles that have underpinned the success of both business leaders and top sales performers around the world. It has been organized into a form that is simultaneously insightful and yet immensely practical and useful—for both sales leaders and sales professionals alike.

      When individuals and sales teams have consistently applied the mindset and skillset taught in this wonderful book, they have dramatically improved their ability to close sales more effectively, more frequently, and with increased predictability.

      Most important, the professionals who’ve embraced this foundational principle have distinguished themselves as leaders within their sales organizations: top performers who create the conditions for good business decisions and win-win outcomes for themselves and their clients—the essence of truly sustainable success.

      Such sales professionals come to be seen as models of how to truly help clients succeed and, ultimately, become mentors as they help others learn how to do the same. Through this inside-out approach, these influential professionals and leaders help to build an underlying sales culture within the organization based upon this simple but powerful principle of helping clients succeed.

      Such a culture is ultimately transformative to the relationships of all involved—for the sales professional, for the sales organization, and especially for the clients it serves. The end result is the creation of more value, more success, more trust, and more sales…which then repeats itself, becoming a virtuous, upward cycle.

      This book will help you initiate this ascending cycle.

      Stephen M. R. Covey,

      The New York Times bestsellingauthor of The Speed of Trust

      By the end of this book, you’ll learn how to:

      Transform every client interaction into a decision-making opportunity.

      Navigate and influence the decision-making process with more precision and success.

      Create decision velocity for your clients, shortening your sales cycle.

      Use understanding and logic to resolve objections.

      Improve your Win Rate by improving outcomes for your clients.

      The Paradox

      •••

      WHAT YOU WILL LEARN IN THIS CHAPTER

      The more you focus on creating success for your clients, the more successful you will be.

      If you consistently apply the mindset and skillset in this book, you will increase your Win Rate.

       CLOSING THE SALE

      What We’ve Learned

      In 25 years of research and experience with more than 36,000 sales professionals and managers on every continent, we’ve found one dominant mindset to be common among “The 5 Percenters” —or the top 5 percent of the profession. The mindset seems counterintuitive to success. We call it the Paradox of Success. The more passionately and skillfully you focus on creating success for your clients, the more successful you will be.

      The volume of information available today through multiple sources has dramatically changed the buyer/seller relationship. It has empowered buyers—and has diminished their reliance on sellers as information providers. This influences how they interact with sellers and has changed their expectations of what sellers should provide. Buyers now expect that sellers shift from a traditional sales role to a trusted advisor, moving away from creating dependency to creating value and fostering relationships of trust.

      Increasing your own success by focusing on the success of others isn’t about wishful thinking or taking an “enlightened approach” to selling, but rather a practical reality based on the necessity of creating relationships of trust and mutual value.

      Our entire Sales Performance Practice has been built on the application of this extraordinary principle.

      Paradox

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