A Must Read on Selling: If You're Not First, You're Last
I'm sharing here what stood out to me in Grant Cardone's book If You're Not First, You're Last.
* Everyone has a Power Base: a group of people with whom they already hold the power of influence. The members of your Power Base do not need to be qualified as good prospects or soulmate clients, because you don't just need soulmate clients, you need people who aren't but can connect you with those who are your soulmate client.
* Obscurity kills more businesses than anything else. Garner attention even if it's one conversation -- one person -- at a time.
* White space in your calendar is the enemy. Cardone believes this. It's maybe a little intense for me, but I notice that I've had a desire to add all kinds of things to my Google Calendar since reading this book. (One of the ways I do this is track action items like content to share and sales activities in Trello, and I've added my Trello boards to my Google Calendar.)
* Personal outreach is what will make you first in your industry. Call and get their address, then stop by to see them. (Yeah, part of me wants to write this one off as well.)
* If you learn that someone has bought from a third party a product or service similar to what you offer, you can offer your support. "I would be happy to help you regardless of where you bought. I regret that I was unsuccessful in earning your business." (I don't quite like the use of the word 'earning' but the language he suggests is certainly smooth!)
* Commit to the follow up. Cardone says a client once told him, "I never do business with anyone the first 3 times they call on me. Most I won't even see. I figure if they don't believe in their product or service enough to keep following up, why should I waste my time to see them the first time?" (It's not necessarily a revolutionary idea, but stated this way it hit me different!)
* Ask for referrals before, during and after you make a deal with someone. And when you ask for the referral, don't ask "Would you give me their number?" Instead ask, "What's their number?" The change in expectation will take you further.
* "Second money is easier to get than first money." Meaning go for the upsell/add-on.
* Take levels of action that will "create new problems for yourself and your company."
Final verdict: Cardone is definitely masculine and a bit of a hardass, but this was a really good read and I found my tenacity in putting my offers out into the world increased after I read/listened to the book. If you're going to read it, do what Cardone himself says: Set a deadline and commit to reading (and taking action on the content) within 4 days. You'll get more out of it when you get through it in a shorter period of time than a longer one. I did a combo of reading and listening, and I love Grant's confident, slow Southern voice.
Get your paper copy here > http://amzn.to/2Br1qOu
Get it on Audible here > http://amzn.to/2HesXTM