JEFF SHORE is a highly sought-after sales expert, speaker, author and executive coach whose innovative BE BOLD methodology teaches you how to change your mindset and change your world. His latest book, Be Bold and Win the Sale: Get Out of Your Comfort Zone and Boost Your Performance, is forthcoming from McGraw-Hill in January 2014. The following article is an excerpt from his powerful new book. The lesson from his daughter made me smile and think and want to share with all of you.
My daughter, Emily, has sales blood running through her veins. This was apparent from an early age, and as a sales trainer it has always been a thrill for me to see her in action. Several years ago, my wife and I attended a fund-raising dinner for Emily’s high school choir. (Yes, she too was a choir dweeb!)
Emily was tasked with moving from table to table and selling a plate of brownies that she had made. She had informed me that her brownies were delicious, and that she intended to sell the brownies for twenty dollars. I told her she was crazy, that she would never sell the brownies for such a high price.
That was all the motivation she needed.
She quickly pointed to her “mark,” a well-dressed gentleman who looked, shall we say, like he could easily part with $20. (Sales rule #1: sell to people who can afford to buy!) The table was adjacent to ours so I had the benefit of listening in on her conversation.
Emily: “How delicious do these brownies look?”
Man: “They really do look good.”
Emily: “I made them myself, this afternoon. I hope you don’t mind, but I added dark chocolate chips into the batch. That makes them more chocolaty and gooier.”
Man: “You did a nice job.”
Emily: “You can take care of your whole table right here and they can all enjoy fresh-baked chocolate chip brownies. AND you’ll be supporting our choir trip. All for only $20!”
Man: “That sounds a little steep for a plate of brownies, doesn’t it?”
Emily: (with a ribbing smile) “Seriously? You can’t afford twenty bucks? You’ll be the hero of the entire table. And you’ll be contributing to a good cause. For just twenty dollars. That’s chump change to you!”
Emily: (to the rest of the table) “Who thinks he should just pony up the twenty bucks and stop complaining about it?”
And with that, the gentleman surrendered. Emily completed the transaction and then walked back past me. As she passed, she leaned down and said, “Do NOT underestimate your daughter!”
Was it Emily’s technique that made her successful?
To some extent, but the technique was based on something far more powerful: her paradigm. Emily believed in herself and in her mission. Her belief gave her the boldness she needed for the situation. It is that very belief that is so often lacking in sales professionals.
So this is my challenge to you: Be Emily bold today.
Believe in yourself. Believe in your mission. And believe BIG!
Channel that big belief into boldness to tackle your situation or your challenge and your success will be just around the corner.
Dan’s EDGY Review:
Jeff Shore brings the heat with his book on ways you can grow your sales like a mad man.
I thought the idea of “boldness” was a given until I cracked the cover of the book that Jeff sent me and started to dig into his thoughts on “winning the sale”. GOOD STUFF. He starts at the birth of “boldness” and brings the topic to life in compelling business fashion. (That the sophisticated way of saying “it kicks ass”…)
I learned at least 1 new idea in each chapter — and the expert interviews were an awesome surprise. Jeff ends each chapter by asking for the opinions of amazing high-performers. It felt like I was reading a conversation between all my favorite people.
So, buy the book (or don’t — “your loss”) and take a fresh look at what it means to “BE BOLD”… Then go sell something!!!