Chet Holmes

Okay, it's another American book on business and this one is perhaps even more `American' than all the others. Everything is repeated, data is served in very small chunks, the author is shamelessly self-promoting on every single page, etc...

BUT

I do believe the content of this book and the learnings you get from it are extremely useful to increase your companies sales productivity. I also liked the link the author makes between business and life. Success in either one basically requires a show more very similar set of skills.

The Ultimate Sales Machine is a very practical book with exercises, examples, simply laid out strategies and tactics. The key learning, which I love, however, is the do-this-and-do-that but that `pigheaded discipline and determination' will bring you everywhere you want. And that's a great thought for (business) people to understand. show less

This book gives a great explanation of educational marketing using his stadium pitch analogy. He shows how to attract more of those in your target market that are not interested now but may be in the future. The book goes into business growth and marketing too. I like his focus on marketing to your top 100. While there are many great ideas others appear over the top with his rah-rah never give up attitude, excessive marketing and suggestion to be everyone’s best friend. Also, while show more educational marketing makes sense he makes it sound like you will be the only company doing it. Even with these negative comments I would still highly recommend this book. In fact this is the second time I read it. show less

Best introductory book on consultative sales I've ever read. Great section on follow-up.

Key take aways

Step 1: Time Management

Take 1 hour each week to brainstorm or enhance a division: sales, operations, billing, marketing (or circulate one a week)

Impact areas for My company
Operations
Accounting
Prospecting
Marketing
Sales
Support / supplies
Customer experience

Salespeople should spend 2.5 hours a day prospecting

Step 2: Instituting higher standards and regular training

Have a training program. All salespeople complete it regularly. Repetition is key.
We retain more information show more when seeing and hearing it.

Use a “bunt down “ method when having trouble getting ahold of someone. Contact the person above them.

Step 3: Executing Effective Meetings

It is easier to monetize customers higher versus creating new customers.
1:3 buyers will accept “add ons” when offered at point of sale.

Step 4: become a brilliant strategist

Create brand loyalty by providing customer education.

3% are buying now
7% open to buying
30% not thinking about it
30% don’t think they’re interested
30% know they’re not interested

Educational based marketing is the best approach.

Step 5: Hire Superstars
Use personality assessments to hire superstars

Step 6: The art of getting the Best Buyers

Have a list of top 100 best buyers and place majority efforts here

Step 7: The seven musts of marketing

Take a full advertisement page out of a magazine . Send that to prospects. “As seen in Forbes” etc.

Look up relevant industry magazines or newsletter to write educational articles and have them publish for free

Step 8: use visual components
We remember 20% of what we hear, 30% of what we see, but 50% of what we both see in here

Stay in your clients face even when things are going bad

You may consider asking you in the person you’re selling to to step away from their desk and to remove the barrier between you and their desk.

When presenting and someone asks a question, mention you will get to that at the end.

Practice your presentation before each meeting

Step 9: How to get the dream clients

Send/ deliver creative gifts every other week:

Creative mail or ideas:
Include a flashlight: Don’t be in the dark about…
Include a rubix cube: Are you puzzled…

Include a compass: are you losing direction? Here’s how to find us

Include a tape measure: If you want to measure up to the highest standards

Send a tie: We want to be tied into your company

Six steps
Choose you’re dream 100
Choose the gifts
Creat dream 100 letters
Create dream 199 calendar
Conduct dream 100 follow up calls
Present the executive briefing

On follow up phone calls: Sound important. Don’t ask receptionist how is your day going
Give your a new first .

When they ask what it is regards to, “Just tell her/him it’s bill Johnson”

I’m sorry, can you tell me what this is in reference too?

Did you tell him it’s bill Johnson ?

Just tell him I’m from xyz company. That should jog his memory.

Keep tone of authority

Step 10: The deeper you go the more you’ll sell

Make sure to isolate objections

Send follow up emails immediately after meeting .

• Fax delegated: You got the CEO on the phone and he bunted you to the CFO or HR executive. Send a note saying: "Great speaking to you about the five ways to save money on your company's largest ex-
pense, employee benefits. You said you wanted me to talk to Kim Bird, so I will contact her immediately. Why would you send a letter like this? If you did an even half-
way decent job of selling your offer, the CEO will now pass your note on to Kimberly and he may even say, “Kimberly, this sounded
interesting." Now you know that Kimberly is going to pay attention when you call

If you follow the steps Chet provides, you will find huge success when targeting your dream 100 clients. show less