It’s nearly a decade old, but the words of business personality and author, Grant Cardone, still ring incredibly accurate. In the age of social media, his book, Sell or Be Sold: How to Get Your Way in Business and in Life, continues to define a generation of business leaders.
As the title implies, Grant says there are two categories of people: those who sell and those who will be sold. Understandably so, every detail of our lives involves selling. Whether ideas or tangible products, what we consume calls for a general understanding of consent and intent. His book may have an apparent focus on making sales, but in no way is it exclusive to entrepreneurs and sales representatives. Creatives, employees, and opinion leaders will find this literary offering a definite delight, simply because the bestselling author, time and again, questions, evaluates, and construes what selling really is.
Here are a few of our favorite points from the 2011-published book:
You can only sell when you believe in what you sell.
Authenticity is a crucial component in making great connections with your audience. When your product doesn’t excite you, you’re less likely to exude distinct confidence that can stem only from a complete trust in your product.
Your predictions become better, the more you practice selling.
Because selling is ultimately a mind game you play with others, you become more accustomed to leaning towards what people like and how people think. As a result, you’re more able to focus on extending what consumers truly look and ask for versus trying only to close a deal. It may sound cliche and cheesy, but being a great salesperson demands mature self-reflection and improved awareness of what pleases people.
Only smart people make sales.
To keep making sales, you’re going to have to keep learning from the experts and being resourceful. Like many things, consumers evolve, and needs differ from time to time. That being the case, entrepreneurs and idea forerunners always have to keep studying their market.
What’s trendy now? What industries are most profitable at the moment? What makes people feel good? How will what I sell now remain relevant in the month, year, or decade? How do I sell my message? How much longer will the message resonate with an audience?
Sellers need to keep learning because habits, needs, and wants change all the time.
First money is much harder to get than the second money.
Closing deals become much faster when a customer has already made prior purchases. For instance, selling a customer a phone case or Bluetooth earphones becomes much quicker if they’ve already bought a smartphone. This is because customers tend to shop more to justify their initial decision to purchase an item.
Work with people who share your vision.
If you don’t buy the product you sell yourself, don’t expect others to do the same. The same practice applies when you partner and collaborate with others. Never hire a salesperson who isn’t willing to buy what you have to offer. You can fake spiels and sales talk all you want, but you can’t mask authenticity.
Contrary to what people say, price isn’t all that.
Although Grant doesn’t deny the reality of social statuses, he re-instills that people will pay for whatever they think is worth it. While he doesn’t note it himself, an excellent example of this philosophy are Apple products. Anyone can argue that the Windows and Android ecosystems are just as competent, but sales data will dictate otherwise. If and when a buyer believes in something, the money will surface.
Buyers avoid mistakes at all costs.
As buyers ourselves, we’ve all made purchases we weren’t proud of. Whether the wrong variant, size, or brand, your job as a seller is to make a customer understand that buying what you sell is devoid of regrets. In other words, a massive chunk of your role as a seller is to install confidence. Regardless of how much a person makes, it is confidence that compels a consumer to pay for something—and how confident a consumer is about your item largely depends on how effective you are.
People skills will outweigh product knowledge on any given day.
Sure, you need to know your product like the back of your hand, but your knowledge of specs can only go so far. Study how to mingle with people, and determine what makes them tick. The modern world calls for intelligent sellers who know how to read people.
Agree with your customers.
Customers are more interested in you sharing their perspective than you being correct. People are prideful, and that’s just how things are. In the context of making sales, remember that your customers are the very people who determine how much you make. Empathize with them, and make them understand that you have a substantial grasp of what they think and feel. While you don’t always have to inherently believe that what they think is right, acknowledging their viewpoints helps affirm your respect for them as people.
Overall, Sell or Be Sold: How to Get Your Way in Business and in Life is a fantastic book that helps you effectively re-strategize how you deal with people, customers or not. Selling is a political activity backed up by an immense appreciation for the human mind, and Grant does a superb job at reminding his readers that our sole role in selling is to think of and feel for others.
Have an idea you want to sell? We may be able to help you. Call us, and let’s help make it happen.