Selling and Negotiation Skills

✦✦✦

Jim Rohn’s
Eighth Pillar of Success:
Part Three
 Week 33
H ello, and welcome to Week 33 of The Jim Rohn One-Year Success Plan. We hope you’re having a
great week and are ready for this week’s journey.

We’re focusing on the relationship aspect of selling this week. When we are attempting to generate
increase in our business or profession, our mindset is usually one of performing actions that can
accumulate sales leads and/or prospects, and therefore many times our results reflect only that—
names on a list. Try adjusting that mindset to this: instead of just finding sales leads, let’s go out and
look to create new relationships/friends. Make it fun and enjoy the process. Look for and focus on the
things you like about someone, and overlook the negative. Because let’s face it, isn’t this what we want
other people to do for us? And even if we meet someone we don’t end up doing business with, we have
a new friend and have added another source to our personal network.

By shifting our paradigm and working to create new relationships, it also becomes easier to position
ourselves as an educator/consultant (Jim and Chris cover this more in depth later). Then, as an
educator or consultant, you focus on listening to others’ needs, which, in turn, helps you maintain a
larger perspective of looking out for the interests of that person, not just the dollar value they may
represent to you or your organization. In addition, this can also put us in a position later to help or
support people through a crisis or struggle in their life. What a great feeling it is to help someone
because we genuinely care about them and want to see them overcome their obstacles, rather than
just seeing them as a sell. If we do this, rest assured, the rewards will come.

That’s all for now—go make a friend this week!

Kyle Wilson

“Here’s the rock, paper, scissors game of selling:

Relationship is more powerful than price.
Relationship is more powerful than delivery.
Relationship is more powerful than quality.
Relationship is more powerful than service.”
—Jeffrey Gitomer

© 2010 Jim Rohn International One-Year Success Plan 471

 Selling and Negotiation Skills
Jim Rohn’s eighth Pillar of Success: selling and negotiation
skills, part Three—Building Relationships
Hi, Jim Rohn here. This is what we are covering on the topic of Sales this month:
1. Attitudes of Successful Salespeople. The profession, setting your goals, the attitudes of
successful salespeople, and getting and staying motivated. This is the basic overview of the
profession of selling. Selling is a noble occupation, even though some people think otherwise.
In fact, we are all in sales every day. We sell to people all the time. In addition, our attitude and
getting and staying motivated are vitally important and will either make or break a salesperson.
We covered this topic two weeks ago.

2. Prospecting. Because sales and success are a numbers game, last week we covered how to look
at sales from this perspective in order to be successful. We looked at how to get in front of a large
number of people so that we can close a higher percentage of sales calls. We also showed you
the importance of knowing your stuff—what you need to know about yourself, your prospect and
your product. Then we looked briefly at the importance of understanding how to sell to different
personality types.

3. Building relationships that position you as an educator/consultant to your clients. In this

week’s edition, we will touch on listening skills and making the sale. We will also take a look at
the all-important issue of relationships. In selling, as in life, relationships are the most important
factor. We don’t sell to companies—we sell to people! People always make the decisions. We will
take a look at how to be a great listener and also discuss how to reposition yourself from being
known as a salesperson to becoming seen as an educator and consultant who helps people make
the best buying decisions.

4. Getting referrals/negotiation skills. Next week, we will take a look at how to get referrals
so that your business becomes ever-expanding. Creating an ever-expanding network of people
to draw sales from is the key to a successful sales business. We will also cover the basics of
negotiation, with an emphasis on getting both sides into a winning position so they can be happy
with the sale. We will give you specific skills to get into win-win negotiations.

This week we are covering a few basics on positioning ourselves as an educator/consultant in the sales
process, as well as developing our listening skills.

Over the years, the sales profession has gotten a bad reputation, particularly in certain industries.
And some of it is deserved because of unethical behavior. That being said, many people today want
to stay away from “salespeople.” They don’t want to be “sold.” But that doesn’t mean they don’t want
to buy. They want to buy, and they need to buy. But they expect—and deserve—a different kind of
relationship. And when we enter into those kinds of relationships with people, we will be much more
effective at moving our products and services, as well as building our sales careers.

There are two basic positioning tactics to take. One is to consider and bill yourself as an educator.
The other is to consider and bill yourself as a consultant. You see, a salesperson is seen by many as
someone who wants to take another person’s money. Educators and consultants are viewed differently.
Let’s take a look at each and the benefits that come from positioning yourself in these ways.

The Educator. What does an educator do? He or she teaches others. Educators are perceived as
helping others learn so they can make their own decisions. Rather than saying, “I sell widgets to
people,” when describing your work, say, “I educate people on the widget industry and the choices
they can make to improve their lives or business.” There is a big difference. Who wants to get sold?
No one. Who wants to learn? Everyone! Position yourself as an educator. Tell people you are in the
education business.

472 One-Year Success Plan © 2010 Jim Rohn International

The Consultant. What does a consultant do? He or she consults. The perception of a consultant is that
they are a third party. The idea here is to position yourself as someone who consults with people who
would like to know and be educated about their options. You work on behalf of the customer. That is
key. You work for the customer as a consultant. You help them see all of their options so they can make
an informed decision. Who wants to be sold? No one. Who wants to see all of their options? Everyone!
Position yourself as a consultant. Tell people you are in the consulting business.

Now let’s take a look at listening skills. It is a fact that if you listen and ask good questions, the
customer will tell you what they want. And once they tell you what they want, you can sell to them.
Imagine that you sell cars and someone comes on the lot and says, “I am looking for a blue, two-seat
convertible under $30,000.” Would you take them to see the large four-door luxury sedans that cost
$60,000? Of course not, and yet many salespeople focus on what they want the customer to buy rather
than servicing the customer in what the customer wants to buy—and getting the commission as well as
the long-term relationship. Yes, your job as a salesperson is to first and foremost listen.

Here are 14 tips for becoming a better listener. These tips will serve you well in sales—and in life:

1. Keep eye contact with the person speaking. Don’t look around.

2. Focus on what they are saying. Allow your brain to process it so that you understand.

3. Avoid emotional responses. Don’t get mad or sad at what they say.

4. Don’t get distracted. Don’t let your mind wander or give your attention elsewhere in the room.

5. Ask mental questions. Think and interact with the information you are hearing.

6. U
 se your body language to show you are listening. Don’t slump. Sit straight—just like your
mother taught you!

7. Nod your head to show that you understand them.

8. Keep your body open—don’t fold your arms. That signals that you are closed off to what
they are saying.

9. Lean toward the speaker. This shows engagement.

10. Ask questions to clarify. You want to make sure that what you are hearing is what they are
intending to communicate.

11. Don’t make assumptions. Hear what they say and take it at face value.

12. Paraphrase what you hear them saying. Say it back to them.

13. Restate the key points or issues. This will make sure you are on the same page.

14. Listen without interrupting. Let them finish. Interrupting says, “What I have to say is more
important than what you have to say.”

Next, Chris will talk to you about the importance of relationships and how to develop and maintain
better relationships with your clients and customers—
or anyone for that matter!
“The only pressure that you
Until next week, let’s do something remarkable!
use in a professional selling
Jim Rohn presentation is the presence
of the silence after the
closing question.”
—Brian Tracy

© 2010 Jim Rohn International One-Year Success Plan 473

 Week 33
Hi there, Chris Widener here. Here is what I have found to be true about sales:
It is always about relationships!

When I think about sales and think through what it really is, I inevitably end up at the fact that selling
is a function of the relationship. In fact, selling is always about relationships. Let’s reflect to see what I
mean and then take a look at how to build relationships conducive to selling.

So what is my working definition of sales? The ability to influence others to purchase products or
services by helping them change their beliefs, thoughts and actions.

That is selling in its simplest form: influence. Don’t make it any more difficult than it has to be by
getting too lofty about it. Selling is just the ability to influence others to purchase.

Well then, how do we influence? There are basically two ways to influence someone to change their
beliefs, thoughts or actions. One is by power or coercion. In other words, you make them do it.
This is either the use of actual force (literally making them do it) or perceived force (the idea they
have that something bad will happen to them if they don’t). I certainly do not recommend power,
coercion or force to influence.
What is the second option?
Building a relationship. When
you influence through a
relationship, the customer
follows voluntarily, and
when the customer follows
voluntarily, the sell is stronger
and their patronage lasts
much longer!

Fundamentally, successful
selling is about leading
and influencing through
relationships. The key then is
to find out how to develop the
kind of relationships that are
conducive to getting people
to allow your influence in
their lives.

Case in point: A few years

ago, I was asked to speak to
the Midwest sales team of one
of America’s most well-known
companies. A few weeks
before the event I remembered that my brother-in-law, who works for a major retailer, buys a lot of
his company’s equipment from the company I was speaking to, so I called him up and asked him how
much he spends with them on an annual basis. He said that it varied a little, but in the last three years
he had spent—get this— $20 million. He and his co-worker make all the purchasing decisions and had
spent $20 million in three years. So I asked him what it was that made him buy from that company
over their competitors. Was it the quality of the product? Was it the service? Was it the price? Do you
know what his answer was—the $20,000,000 answer?

“We like their sales guy more.” I kid you not. That was his answer. That is when I realized it is always
about the relationship!

474 One-Year Success Plan © 2010 Jim Rohn International

Here are the main keys I have found to developing the kinds of relationships that will put you in position
to sell more. Now, remember, relationship building is by principle and not law, so these ebb and flow,
but the more you practice them, the more your influence will grow and people will follow your lead.

Four Keys to Extraordinary Relationships

1. Y our own integrity. That’s right, it begins with you. I have often said that people will follow you
based on two things: your character and your skills. A person with good character and bad skills is a
nice guy, but not a sales leader. A person with good skills and no character is a charlatan. A person
with good character and good skills is a sales leader! So what is your character like? How is your
integrity? Are you the kind of person people can trust and believe in? I hope so, because that is
paramount in building relationships! When they believe in your integrity, they will be much closer to
following you.

2. Time together. Think of your best relationships. They take time, don’t they? And what got them
there? Time. If you want to lead people effectively and build a relationship with them, then time is
something you must spend with them. This will allow them to begin to trust you, understand you,
like you and follow you. This can be something simple like a regular cup of coffee, or something
longer such as a customer-client trip. Either way, invest time in those you want to develop
relationships with.

3. Communication. I don’t just mean shooting the breeze, although that is good and needed.
Eventually, though, we have to begin to communicate. You know, really get through to the meat
of the matter. Relationships are built on getting through to one another, speaking clearly and
listening intently.

4. Care. The old saying is true that people don’t care how much you know until they know how much
you care. Relationships are built on the care we show for one another. Do you show care for the
other person or people who you want to purchase from you? If you do, you will see that they will
repay you with more devotion to you and your products or services. They want to know that you
care about them, and when they do, they will follow.

Don’t start with a bunch of deep theories about selling or elaborate sales skills. Start with a basic
understanding of human nature: People buy from those they have a relationship with. All things being
equal, people who have to choose between two people to buy from will choose the one they have a
better relationship with. So be that person!

Remember, it is always about relationships!

Have a great week!

© 2010 Jim Rohn International One-Year Success Plan 475

 Week 33
Review of Brian Tracy—CD Four
There’s incredible information here. Be sure to listen to the CD a couple of times and go through
the workbook so you can get the info into your head and then transfer it into your actions!

✦ Making a Commitment to Action

✦ Increasing Your Ability to Earn
✦ The 80/20 Rule
✦ Income and Sales Goals
✦ Upgrading Your Skills
See you next week,

Chris Widener

“Don’t celebrate closing

a sale; celebrate opening
a relationship.”
—Patricia Fripp

476 One-Year Success Plan © 2010 Jim Rohn International

Questions for Reflection
Q. Would you consider yourself an educator? Why or why not? In what ways do you educate people?

Q. Would you consider yourself a consultant? Why or why not? In what ways do you consult
with people?

Q. How are your listening skills? Which of the tips that Jim mentioned would be best for you to work
on this week?

Q. How are your relationships? In what ways could your relationships improve?

© 2010 Jim Rohn International One-Year Success Plan 477

 Action Steps This Week
1. In one of your client interactions this week, position yourself as an educator and work with them
from that perspective. Write comments here.

2. In one of your client interactions this week, position yourself as a consultant and work with them
from that perspective. Write comments here.

3. Pick three of the listening skills you most need to work on and purposefully put them into practice
this week when you interact with others.
A.

B.

C.

4. Make a conscious effort this week to develop your relationships. Pick two or three relationships
you need to improve and make an effort to do so.
A.

B.

C.

478 One-Year Success Plan © 2010 Jim Rohn International

 A Look Forward
This week we will be listening to CD Five of Brian Tracy’s Success Mastery Academy.

Preview of Brian Tracy’s CD Five

✦ Your Unique Selling Qualifications
✦ Three Parts to Selling
✦ Gaining Commitment and Getting Closure
✦ Your Best Source of Referrals
✦ The Business of Business
✦ And More!

Notes for CD Five from Brian Tracy’s Success Mastery Academy

© 2010 Jim Rohn International One-Year Success Plan 479

 Week 33

480 One-Year Success Plan © 2010 Jim Rohn International