Mark Bernardone-on-one way to provide the resource to review the bad habits, and to
learn to out-sell and out-perform the competition.WRIGHT^
If you could give one success nugget to our readers regarding sales
or just business in general, what would that one nugget be?
BERNARD
That one nugget would be to listen. We d on’t listen enough. Most
people are so into their own agenda that they don’t really listen to the
other person’s agenda. I have broken it down. When you are talking,
you are teaching; when you are listening, you are learning. We n eed to
listen more because that ’s when we learn. When we learn, then we can
move forward and then find solutions to what people need. We have to
sit down, and humble ourselves, and listen. If there is one nugget, learn
to really listen.
WRIGHT^
Will you briefly review the sales process that you use so readers have
a road map to use when starting their own business or growing their
business?
BERNARD
I’ ll put the sales process in point form. You have to preplan both
your mental and physical selves. You must g et a lead generation system
going, whatever that may be. I gave you some to use. You need to
develop your script of who you are, what you do, and how you do it.
Anticipate objections and know what three things make you different
fr om your competitor and why the prospect should buy from you. Have
an effective unique selling proposition. Be clear on who you are, what
you do, and h ow y ou do it. You should be able to do that under a
minut e. When you present that, it is like your elevator speech. It must
be forty seconds to fifty-five seconds or it’s too long.
Pick up the phone, make the calls, whether it be a cold-call or not.
Being able to make those calls is important. Getting the appointment is