Joe Girardhow to close any deal. Robert Shook, Joe Girard - how to make any deal How to make any deal Joe Girard

Joe Girard, Robert Shook

How to close any deal

© 1989 by Joe Girard and Robert L. Shook

© Publication. Translation. Potpourri LLC, 2004

© Design. Potpourri LLC, 2015

Dedicated to Kitty

With love and admiration

Acknowledgments

Thanks to our distinguished editor, Jim Frost, whose wise counsel, insightful guidance, and persistence made all the difference. Mary Leaf, as usual, has done an admirable job of transcribing, typing, and organizing the manuscript. And a huge thank you to Al Zuckerman, who, in our opinion, is the best agent in the publishing business.

Preface

A few years ago I wrote a book called Sell Yourself High, so I'll just do what I'm used to doing and sell you proof that I'm qualified to write a real book. For beginners, the Guinness Book of World Records has awarded me the title of "World's Greatest Salesman" for having sold more than 13,000 cars in fifteen years. This achievement is considered an all-time record for the sale of expensive goods. I would like to point out that I have never been involved in large volume sales or car rentals, but have sold all of these cars at retail, one at a time!

After leaving the car business, I wrote four books on sales techniques and traveled all over the world, telling people in all walks of life how I made sales. I spoke to insurance agents, real estate traders, car dealers - name any area of ​​commerce, and it will probably turn out that its representatives heard my lectures.

No matter where I perform, people always ask the same thing: “What's your secret, Joe? Tell me how you did all these deals."

Without a doubt, the topic of closing deals interests sellers the most. And there is a good reason for this. Selling techniques include one element that poses the greatest difficulty. After all, it's one thing to show off the performance of a brand new car or show off a beautiful home in the suburbs, but it's another thing entirely to convince a potential buyer to sign on the dotted line and part with their hard-earned cash! The task becomes even more difficult when the buyer wants to consult with a brother-in-law who works in the same business or conduct price research on the market before making a decision. These are just two of the many excuses you're likely to hear as you go about your day in sales. I bet you've heard enough excuses to make it a nightmare!

Closing a deal is, of course, the decisive stage of product presentation. Simply put, if you don't make a deal, you won't achieve your main goal. Look at it this way: if the deal is not closed, then your product or service will not bring benefits, and, therefore, the buyer's time and your own are wasted. Of course, the buyer learned some facts that he may not have known about before meeting you, but the sale process was not completed, no money flowed, and as a result, neither you nor your company received any reward for your time and effort. . You shot wide of the goal. Simple and clear.

Therefore, it is not surprising that the conclusion of transactions arouses such interest among representatives of the trading class. This is what you get paid for as a salesperson! So don't even try to fool yourself into thinking that your job is to give presentations, regardless of the results. You can show your product until the second coming, but every sale that doesn't result in a deal is just a job undone.

I often hear salespeople say that every rejection they receive makes them feel happy. I do not believe. How can people rejoice in rejection? I agree, the reasoning that “every “no” you hear is another step on the road to “yes”” is not without logic. But to be happy about a lost sale? Complete absurdity. Notch it on your nose: nothing happens until something is sold. But nothing will be sold until you close the deal.

In our profession, closing a deal is, in the fullest sense, the moment of truth. Over my long career, I've seen an army of salespeople give top-notch presentations. They did everything exactly according to the textbook. Everything except closing the deal.

As you read my revelations, you will discover that closing the deal does not necessarily happen at the end of the presentation. Obviously, the moment of truth comes when the buyer agrees to part with his money in exchange for your product or service. Therefore, it is not without reason that newcomers to the sales business equate this reaction from the buyer with closing the deal - this is undoubtedly the climax of your sales presentation.

However, the concept of closing a deal is much broader and includes everything from “selling” yourself as an individual to correctly responding to buyer objections. Simply asking someone to place an order is not enough, no matter how convincing your request may seem. You need to awaken in the buyer the need for your product and the desire to own it. The buyer must believe that your product has more value than their money. As you'll learn in this book, closing a deal depends largely on the effectiveness of the other steps in your presentation.

I'm going to tell you how to be successful with every deal. Everything that I will tell you is based on practical experience, and not on the theoretical speculations of some giant of thought, looking at the world from the height of an impregnable ivory tower. You can believe me, I tasted this bread in full and paid all my bills. I spent many years on the front line without getting out of the trenches. I had to make deals to feed my family. It depended on whether I would survive or not.

I will admit right away that much of what I will tell you about making deals was not invented by me. At the very beginning of my sales career, when I needed to learn how to sell as many cars as possible, I did not hesitate to turn to any available sources of knowledge. I pestered every seller with my questions, from whom, in my opinion, there was something to learn. In addition, I dug through mountains of books and magazine articles, and listened to hundreds of audiotapes with lectures on the topic of sales. From the mass of valuable information, I chose what was most suitable for me, borrowing something from one colleague, something from another, and gradually refined this or that technique until it became completely natural for me. The end result of this process was the birth of the one and only Joe Girard - but please remember that I did not have to reinvent the wheel to achieve success. Luckily, you don't need this to achieve peak performance either.

You may be wondering what you can learn if your business has nothing to do with selling cars. Read this book and you will understand that a good salesman can sell any product. The whole point is that you work with people, and people are people everywhere, and they “buy” first of all a person, not a product. So everything I cover can be applied to anything you sell.

The most famous Chief Justice of the United States, Oliver Wendell Holmes, once said: “Very often an idea grows better in the head where it is transplanted than in the one where it sprouted.” So I encourage you to take my ideas and make them work for you even better than they worked for me.

Now you're probably thinking, "Isn't Joe Girard kidding when he promises to teach you how to close every deal?" I assure you, I say this completely seriously. If this were not so, then I would not call this book “How to Conclude any deal."

1. Overcome customer resistance

What I will say is no secret to anyone. The vast majority of people don't like to be sold anything. Hostility towards representatives of the trading class is genetically embedded in them. As a matter of fact, if they had their way, they would prefer never ever do not deal with sellers.

But don't panic. I'm talking in principle. Don't take this to mean that no one likes to be the target of a sale, or to think that all buyers will resist you. You shouldn't set yourself up for failure every time you go out to meet a buyer. If you do your job professionally, there will always be more than enough people who will buy enough goods or services from you for you to enjoy the fruits of success in your trading career.

Joe Girard, Robert Shook

How to close any deal

© 1989 by Joe Girard and Robert L. Shook

© Publication. Translation. Potpourri LLC, 2004

© Design. Potpourri LLC, 2015

Dedicated to Kitty

With love and admiration

Acknowledgments

Thanks to our distinguished editor, Jim Frost, whose wise counsel, insightful guidance, and persistence made all the difference. Mary Leaf, as usual, has done an admirable job of transcribing, typing, and organizing the manuscript. And a huge thank you to Al Zuckerman, who, in our opinion, is the best agent in the publishing business.

Preface

A few years ago I wrote a book called Sell Yourself High, so I'll just do what I'm used to doing and sell you proof that I'm qualified to write a real book. For beginners, the Guinness Book of World Records has awarded me the title of "World's Greatest Salesman" for having sold more than 13,000 cars in fifteen years. This achievement is considered an all-time record for the sale of expensive goods. I would like to point out that I have never been involved in large volume sales or car rentals, but have sold all of these cars at retail, one at a time!

After leaving the car business, I wrote four books on sales techniques and traveled all over the world, telling people in all walks of life how I made sales. I spoke to insurance agents, real estate traders, car dealers - name any area of ​​commerce, and it will probably turn out that its representatives heard my lectures.

No matter where I perform, people always ask the same thing: “What's your secret, Joe? Tell me how you did all these deals."

Without a doubt, the topic of closing deals interests sellers the most. And there is a good reason for this. Selling techniques include one element that poses the greatest difficulty. After all, it's one thing to show off the performance of a brand new car or show off a beautiful home in the suburbs, but it's another thing entirely to convince a potential buyer to sign on the dotted line and part with their hard-earned cash! The task becomes even more difficult when the buyer wants to consult with a brother-in-law who works in the same business or conduct price research on the market before making a decision. These are just two of the many excuses you're likely to hear as you go about your day in sales. I bet you've heard enough excuses to make it a nightmare!

Closing a deal is, of course, the decisive stage of product presentation. Simply put, if you don't make a deal, you won't achieve your main goal. Look at it this way: if the deal is not closed, then your product or service will not bring benefits, and, therefore, the buyer's time and your own are wasted. Of course, the buyer learned some facts that he may not have known about before meeting you, but the sale process was not completed, no money flowed, and as a result, neither you nor your company received any reward for your time and effort. . You shot wide of the goal. Simple and clear.

Therefore, it is not surprising that the conclusion of transactions arouses such interest among representatives of the trading class. This is what you get paid for as a salesperson! So don't even try to fool yourself into thinking that your job is to give presentations, regardless of the results. You can show your product until the second coming, but every sale that doesn't result in a deal is just a job undone.

I often hear salespeople say that every rejection they receive makes them feel happy. I do not believe. How can people rejoice in rejection? I agree, the reasoning that “every “no” you hear is another step on the road to “yes”” is not without logic. But to be happy about a lost sale? Complete absurdity. Notch it on your nose: nothing happens until something is sold. But nothing will be sold until you close the deal.

In our profession, closing a deal is, in the fullest sense, the moment of truth. Over my long career, I've seen an army of salespeople give top-notch presentations. They did everything exactly according to the textbook. Everything except closing the deal.

As you read my revelations, you will discover that closing the deal does not necessarily happen at the end of the presentation. Obviously, the moment of truth comes when the buyer agrees to part with his money in exchange for your product or service. Therefore, it is not without reason that newcomers to the sales business equate this reaction from the buyer with closing the deal - this is undoubtedly the climax of your sales presentation.

However, the concept of closing a deal is much broader and includes everything from “selling” yourself as an individual to correctly responding to buyer objections. Simply asking someone to place an order is not enough, no matter how convincing your request may seem. You need to awaken in the buyer the need for your product and the desire to own it. The buyer must believe that your product has more value than their money. As you'll learn in this book, closing a deal depends largely on the effectiveness of the other steps in your presentation.

I'm going to tell you how to be successful with every deal. Everything that I will tell you is based on practical experience, and not on the theoretical speculations of some giant of thought, looking at the world from the height of an impregnable ivory tower. You can believe me, I tasted this bread in full and paid all my bills. I spent many years on the front line without getting out of the trenches. I had to make deals to feed my family. It depended on whether I would survive or not.

I will admit right away that much of what I will tell you about making deals was not invented by me. At the very beginning of my sales career, when I needed to learn how to sell as many cars as possible, I did not hesitate to turn to any available sources of knowledge. I pestered every seller with my questions, from whom, in my opinion, there was something to learn. In addition, I dug through mountains of books and magazine articles, and listened to hundreds of audiotapes with lectures on the topic of sales. From the mass of valuable information, I chose what was most suitable for me, borrowing something from one colleague, something from another, and gradually refined this or that technique until it became completely natural for me. The end result of this process was the birth of the one and only Joe Girard - but please remember that I did not have to reinvent the wheel to achieve success. Luckily, you don't need this to achieve peak performance either.

You may be wondering what you can learn if your business has nothing to do with selling cars. Read this book and you will understand that a good salesman can sell any product. The whole point is that you work with people, and people are people everywhere, and they “buy” first of all a person, not a product. So everything I cover can be applied to anything you sell.

The most famous Chief Justice of the United States, Oliver Wendell Holmes, once said: “Very often an idea grows better in the head where it is transplanted than in the one where it sprouted.” So I encourage you to take my ideas and make them work for you even better than they worked for me.

Now you're probably thinking, "Isn't Joe Girard kidding when he promises to teach you how to close every deal?" I assure you, I say this completely seriously. If this were not so, then I would not call this book “How to Conclude any deal."

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Joe Girard, a man who can sell anything to anyone, knows that salespeople are only paid to close deals. In this book, he will describe in detail, step by step, the entire sales process leading to the most cherished moment - the completion of the transaction. The world's best sales expert will reveal to readers his professional secrets that will help you turn every potential deal into a successful sale!

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How to close any deal Robert Shook, Joe Girard

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About the book “How to Close Any Deal” by Robert Shook, Joe Girard

Joe Girard, a man who can sell anything to anyone, knows that salespeople are only paid to close deals. In this book, he will describe in detail, step by step, the entire sales process leading to the most cherished moment - the completion of the transaction. The world's best sales expert will reveal to readers his professional secrets that will help you turn every potential deal into a successful sale!

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