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    Second Nature Selling
    Second Nature Selling
    Second Nature Selling
    Ebook161 pages2 hours

    Second Nature Selling

    By Dennis Gorman and Donald Shores

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    About this ebook

    Are you on the cutting edge for sales success?
    Whether purchasing copy machines or purchasing real estate, millions of consumers worldwide are using cutting-edge technology to influence buying decisions more than ever before. Historically, the salesperson’s function was to deliver information on a face-to-face basis. With the rise of the transactional buyer, it is more important than ever to provide the customers with information through their preferred form. Second Nature Selling will help you balance the use of timeless relationship-building strategies combined with modern transactional buying technologies for maximum sales success. Since the advent of the Internet there has been an accelerated growth of transactional buyers who utilize modern technology and have little interest in dealing with salespeople. With no salesperson to guide the process, the transactional buyer can independently make huge mistakes. This leaves the transactional buyer vulnerable to misinformation on the Web. This is an opportunity for the second nature salesperson to provide important information—but only if that information is provided in a format the buyer will respect and use. Second Nature Selling answers the question of how to effectively deal with this new class of buyer. So what is second nature selling? Why is it different from other selling systems you have been taught? Why does it work? First, it is not a system; there are no sequential steps to perform the perfect sale. This book shares basic elements with you and shows you how to use them in creating your own sales personality. Highly successful salespeople apply these elements automatically, almost instinctively. In addition to discovering why traditional sales methodologies are becoming obsolete, you will learn how to transform your personality, how to always seek action, how to be a problem solver, how to create helpful presentations, how to develop a valuable network, how to properly focus on product knowledge, and how to effectively use technology and develop a thorough and accurate website—an absolute necessity in the professional sales process.

    Dennis Gorman and Donald Shores have over 75 years of combined sales experience, from the Rolodex to the Web, and have lived to tell about it!

    LanguageEnglish
    PublisherLife Management Services, INC.
    Release dateJun 14, 2011
    ISBN9780463870075
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      Book preview

      Second Nature Selling - Dennis Gorman

      SECOND NATURE SELLING™

      A Revolutionary Way to Discover Your Unique Sales Personality

      by

      Dennis Gorman and Donald Shores

      Beyond Methodology LLC

      Are you on the cutting edge for sales success?

      Whether purchasing copy machines or purchasing real estate, millions of consumers worldwide are using cutting-edge technology to influence buying decisions more than ever before. Historically, the salesperson’s function was to deliver information on a face-to-face basis. With the rise of the transactional buyer, it is more important than ever to provide the customers with information through their preferred form. Second Nature Selling will help you balance the use of timeless relationship-building strategies combined with modern transactional buying technologies for maximum sales success.

      Since the advent of the Internet there has been an accelerated growth of transactional buyers who utilize modern technology and have little interest in dealing with salespeople. With no salesperson to guide the process, the transactional buyer can independently make huge mistakes. This leaves the transactional buyer vulnerable to misinformation on the Web. This is an opportunity for the second nature salesperson to provide important information—but only if that information is provided in a format the buyer will respect and use. Second Nature Selling answers the question of how to effectively deal with this new class of buyer.

      So what is second nature selling? Why is it different from other selling systems you have been taught? Why does it work? First, it is not a system; there are no sequential steps to perform the perfect sale. This book shares basic elements with you and shows you how to use them in creating your own sales personality. Highly successful salespeople apply these elements automatically, almost instinctively. In addition to discovering why traditional sales methodologies are becoming obsolete, you will learn how to transform your personality, how to always seek action, how to be a problem solver, how to create helpful presentations, how to develop a valuable network, how to properly focus on product knowledge, and how to effectively use technology and develop a thorough and accurate website—an absolute necessity in the professional sales process.

      Dennis Gorman and Donald Shores have over 75 years of combined sales experience, from the Rolodex to the Web, and have lived to tell about it!

      Smashwords Edition

      * * * * *

      Published on Smashwords by:

      Tremendous Life Books

      206 West Allen Street

      Mechanicsburg, PA 17055

      Dennis Gorman and Donald Shores

      Copyright 2011 by Dennis Gorman and Donald Shores

      All rights reserved. Without limiting the rights under copyright reserved above, no part of this publication may be reproduced, stored in or introduced into a retrieval system, or transmitted, in any form, or by any means (electronic, mechanical, photocopying, recording, or otherwise) without the prior written permission of both the copyright owner and the above publisher of this book.

      Smashwords Edition License Notes

      This ebook is licensed for your personal use only. This ebook may not be re-sold or given away to other people. If you would like to share this book with another person, please purchase an additional copy for each person you share it with. If you are reading this book and did not purchase it, or it was not purchased for your use only, then you should return to Smashwords.com and purchase your own copy. Thank you for respecting the author’s work.

      * * * * *

      DEDICATION

      For my dad, Bill Gorman, Sr., a great writer.

      For my brother, Bill Gorman, Jr., a great salesman.

      —Dennis Gorman

      To my mother for guiding me to understanding the importance of sales at an early age.

      —Donald Shores

      * * * * *

      ACKNOWLEDGMENTS

      The authors wish to acknowledge the hundreds and hundreds of salespeople we have met, worked with, and coached; and the thousands more who will be reading this book. We all learn from one another.

      Thank you to our friends and fellow sales professionals Kathy and Vicki for their suggestions and comments as the draft progressed. A very special thank you goes out to Karen and Bethie for their support and belief in us and in the Second Nature Concept. Thanks for putting up with us throughout the long process of writing, editing, and searching for a publisher. We love you.

      Finally, special thanks goes to our publisher, Tremendous Life Books, for their persistence and patience in guiding us through the editing and publishing processes.

      Dennis Gorman

      Donald Shores

      * * * * *

      CONTENTS

      Foreword by Don Hutson

      Introduction: Sara’s Transformation

      1 What Is Second Nature Selling?

      Traditional Sales Methodologies and Why They Are Becoming Obsolete

      2 How Do We Get to Second Nature Selling (2NS)?

      How to Transform Your Personality

      3 The Elements of Second Nature Selling

      Essentials and Insights

      The 2NS Essentials

      The 2NS Insights

      Susan Asks for Action

      Always Ask for Action

      Skip—The Problem Solver

      Be a Problem Solver

      Jeff—Develop a Presentation

      Develop Your Presentation

      Jeff and Bill—Effective Face-to-Face Networking

      Develop an Effective Face-to-Face Network

      Social Networking Using Technology

      Bill’s Story—Effective Use of Technology

      Skip’s Story Continues—Understand the Product Knowledge Bank

      4 The 2NS Insights

      Bill’s Own Words—Understanding the Psychology of the Sale

      Understand Customer Psychology: Why Do People Buy?

      Dissonance Reduction: 2NS Eliminates Buyer’s Remorse

      Establishing Rapport

      Body Language

      Andy’s Story—Understanding Yourself

      Understand Yourself, Be Highly Self-Confident, Love What You Do

      Motivation and Goal Setting

      Skip and Sara Meet for Lunch—Understanding the Value Equation

      Understand the Value Equation—Price, Quality, Service: Pick Any Two

      Skip and Sara Meet Again—Developing an Effective Support Network

      Positive Self-Talk and Motivation; Self-Praising, Support, and Keeping Your Sales Personality Healthy

      Develop Your Own Sales Personality: A Small Pieces Story

      Develop Your Own Sales Personality

      Epilogue: The Chamber of Commerce Meeting

      About the Authors

      * * * * *

      FOREWORD

      I’ve been in sales, one way or another, since my teenage years and it has never been a more challenging field than it is right now.

      Every day, salespeople face a spectrum of challenges: buyers who are more sophisticated and demanding than they have ever been; Internet-empowered customers who perceive themselves as instant experts; transactional buyers who can’t be swayed by advice; harried managers who don’t have time to talk to the very people who could ease their burdens; and the list goes on. Sales professionals wade into this environment every day wielding a set of tools and techniques that are often based upon decades-old methods. It’s no wonder that so many hard-working, success-oriented people are frustrated with their ability to close deals and build long-term relationships with clients.

      Imagine if you could deal with all of these issues with the effortless confidence and panache possessed by only the most gifted salespeople. Imagine if you could move entirely beyond the traditional confines of the sales profession and become a problem solver; an expert; a relationship builder; someone who is thought of first and foremost as a trusted advisor.

      Dennis Gorman and Donald Shores have drawn upon their decades of experience to put together a book that can get you there. Second Nature Selling ™ moves beyond the methodologies, flow charts, and canned sales talks of the past and brings us boldly into the 21st century, showing us a way to internalize essential selling skills so that they no longer require conscious thought. So that they become second nature.

      All of this is presented by an entertaining cast of characters who struggle with the same challenges and roadblocks that we all face every day in our sales careers. Through them, we see problems and solutions unfold like the episodes of a novel.

      If you’re serious about results, read what Dennis and Donald have written. Apply their ideas to your own selling techniques so that you can build new competencies and reap the rewards of Second Nature Selling™.

      —Don Hutson,

      New York Times and Wall Street Journal #1 Bestselling co-author of

      The One Minute Entrepreneur and

      The One Minute Negotiator

      * * * * *

      INTRODUCTION

      Sara’s Transformation

      Sara sat in her car, her head resting on her hands as she gripped the steering wheel. Tears welled up in her eyes as she asked herself, Why? Why am I putting myself through this torture? She had checked off four sales calls and had run into rejection after rejection. She just wasn’t connecting. Only two more to go, and she would meet her goal of six calls for the day. It would be easy to go home. She knew she was a pretty good salesperson, but today it wasn’t happening. Frustrated, confidence fading, she looked into the rearview mirror. This isn’t you! You’re too good to quit! After a few minutes she regained her focus. She thought about the new book she was reading on sales. Relax, just be yourself, and let the conversation flow. Why not give it a try? She said out loud, Okay, let’s do it!

      Call number five was another rejection. Now, call number six and goal. Walking into the small business, she saw the gatekeeper, Cathy. She asked to see the owner.

      Sam’s at the counter, Cathy pointed.

      Sara walked over, knowing she only had a few seconds to grab his interest. She introduced herself, briefly described her capability, and in an effort to assess his need she asked, Should we talk further?

      After a moment of silence that seemed like forever, he looked up and said, Yes, let’s talk in my office.

      As they walked to his office, her confidence rose. The transformation had begun. She believed in the essentials and had worked on breaking them down one at a time. She was focusing on the customer, not the steps of the sale. She began her presentation and soon realized that he had a real need for her product. He talked for almost an hour, not only about the good that was happening, but also the challenges his business was facing. A solution was beginning to formulate in her head. She asked for a commitment to come back the next day at 9:15. He agreed.

      After the appointment, Sara sat in the car recalling every moment of the call. No thinking about step one, no how do I answer if they say this or that, just a great conversation. The process was moving forward automatically. Without realizing it, she had sought commitment twice—no, it was three times—but it never felt like a close. She had asked the gatekeeper to see the owner in such a natural way that refusal was not an option. She was concise in her introduction about herself and her company, and Should we talk further? easily spilled out of her mouth. As her confidence began to rise, a commitment to meet again the next day was

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