2. Swing Thoughts Introduction As a golfer prepares to hit the ball, they think about what they want to do in order to execute a good shot. Keep your head down, align your stance with the target, smooth tempo, don’t over swing. These “swing thoughts” keep the golfer focused. Similarly applied, there are “swing thoughts” that salespeople put into practice. The goal for both is the same: to consistently achieve a desired outcome.

3. Swing Thoughts

4. Table of Contents Connect the Dots.......................................................................1 Spending Time Doesn’t Guarantee Making Money................9 Will You Marry Me? ..................................................................15 Predictability of a Buyer’s Behavior .......................................23 The Weakest Link .....................................................................29 Win More…Lose Less ..............................................................37 The Life Cycle of Interest .........................................................43 Blueprint for a Contact Strategy .............................................51 Selling without Speaking .........................................................63 The Need to Succeed ...............................................................67 Why Would the Buyer do Business with Little Ole Me..........75 I Can Do It, Can You Do It?.......................................................81 The Pragmatism of It All...........................................................85 Microwaving Sales ...................................................................93 The Lasting Mark: Your Proposal ...........................................97 Telling the Right Story.............................................................103 Client Perspective Selling.......................................................113 Where are You Headed?.........................................................121

5. Connect the Dots You may cross the t’s and dot the i’s, but if you don’t “connect the dots” for a buyer…you lose. This critical step is often overlooked by salespeople, or it is wrongly assumed that buyers are capable of doing it themselves.

6. Spending Time Doesn’t Guarantee Making Money As a salesperson, how much time would you spend on a deal if you knew you were going to lose? You might be thinking, “None!” But the truth is salespeople spend time on deals that aren’t going to happen all the time. Think about it: If your success rate is 30 percent, then the losing rate is 70 percent. That means we spend 70 percent of the time pursuing “opportunities” with no return on investment. The point is relative, and leaves room for improvement.

7. Will You Marry Me? Imagine that you are on a blind date. It’s the first time you have met the other person. You go to a nice restaurant. The conversation is pleasant, you share a couple of laughs, and at the end of dinner your date looks you in the eye and asks, “Will you marry me?” This scenario is laughably absurd. How could anyone in their right mind think you might accept this proposition? Interestingly, there are many analogies to be drawn between dating and “courting” a sale.

8. Predictability of the Buyer’s Behavior What does this statement mean to you? Create an environment which leads to a desired outcome. Create an environment which leads to a desired outcome. One more time! Create an environment which leads to a desired outcome. Does this statement suggest selling or earning? Does it suggest leading a buyer or telling a buyer? Does this statement mean focusing on your competition or focusing on the buyer? Does it indicate a disciplined sales methodology or a loosely followed outline?

9. Blueprint for a Contact Strategy Many salespeople treat prospecting as an event. Prospecting should not be treated as an event, it should be treated as a premeditated process. The concept of a “Contact Strategy” builds structure around the process of prospecting.

10. The Lasting Mark: Your Proposal You have done a superb job working with the buyer to identify and quantify their needs. You have set expectations. You have differentiated your company from the competition. You have demonstrated your solution, which very much impressed the buyer. The buyer has indicated that based on everything they have seen and heard, you will be the recommendation. All you have to do now is deliver and review the proposal. Think about your proposal. What does it say about you and your company? How does it reflect on your company?