The Ultimate Sales Machine

Book Review
Table of Contents

1. About the Author

2. Introduction

3. 12 Key Strategies

4. Major Takeaways

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About the Author 1

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About the Author- Chet Holmes

 Born on 13th Feb. 1957

 Fifth degree black belt in karate
 Worked with over 60 of the Fortune 500 companies as
America’s top marketing executive, trainer, and strategic
consultant
 Major clients: American Express, New York Stock Exchange,
NBC Television, Citibank, Apple Computers
 Worked for billionaire Charlie Munger where he doubled
the sales of nine different divisions within 12 to 15 months.
 Designed more than 500 record-breaking ad campaigns
 Passed away in 2012 battling with leukemia

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Introduction 2

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 Introduction

• Transforming business into an ultimate sales machine

• 12 key strategies
• Pigheaded discipline and determination
• Working smarter and not harder
• Build-Grow-Scale

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12 Key Strategies 3

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 Time Management Secrets of Billionaires

• Be proactive than reactive

• Do away with got-a-minute meetings
• Six steps to time management
o Touch It Once
o Make List for the day
o Plan How Much Time You Will Allocate to Each Task
o Plan the Day
o Prioritize
o Ask Yourself, "Will It Hurt Me to Throw This Away?”

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 Instituting Higher Standards and Regular Training

• 10% population with learning mindset, rest do it out of compulsion

• Reiterating the information
• Regular training sessions
• Highest retention from practical application & consistent involvement

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 Executing Effective Meetings

• 3Ps-Planning, Procedures, Policies

• Having effective workshops
o Appoint the person to lead the group
o Write down the focus question
o Have participants write down every single idea that comes to them
o Ask participants to give their ideas
o Prioritize- Rank their number 1, 2, and 3 choices
o Tally up the totals
• Key to implement a new policy is to get everyone to feel the pain

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 Becoming a Brilliant Strategist

• Tactic vs Strategy- Organization requires a mix

• The furniture story
• Educating the buyer- Offering value
• The Stadium Pitch – Target audience and Idea
• Think and plan like a strategist and implement like a great tactician

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 Hiring Superstars

• Characteristics of Superstars
o Eager to please
o Always looking for more to do
o Always wanting more responsibility
o Always wanting to know more than you think they need to know
• The behavioral assessment
• DISC personality: dominance, influence, steadiness, and compliance
• Notice the reaction at rejection
• Interviewing superstars- Relax, probe, attack, reward.

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 The High Art of Getting the Best Buyers

• The 80-20 principle

• Best buyers buy more, buy faster, and buy more often than other buyers
• The Dream 100 – make extra effort to target them
• Use fear as a motivator
• The tactic of social proof
• Pigheaded determination - The feeling of an obligation

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 The Seven Musts of Marketing

• Advertising
• Direct mail
• Corporate literature: brochures and promotional pieces
• Public relations
• Personal contact: salespeople and customer service
• Market education: trade shows, speaking engagements, and education-based marketing
• Internet: Web sites, email efforts, and affiliate marketing

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 The Eyes Have It

• Human beings remember 20 percent of what we hear, 30 percent of what we see, but 50
percent of what we both see and hear
• Color effects
• Generate curiosity
• Focus on the customer and not on yourself
• You will make the sale, not your presentation
• Focus areas
o State of the industry (Market data)
o Trends in industry
o How our product helps you
o Details of our product

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 The Nitty-Gritty of Getting the Best Buyers

• Be persistent & determined

• 6 steps to get your dream clients
o Choose your Dream 100- one which has authority to say yes
o Choose the gifts
o Create your Dream 100 letters
o Create your Dream 100 calendar
o Conduct Dream 100 follow-up phone calls
o Present the executive briefing
• Hit the pain points, educate the buyer

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 Sales Skills

• 7 steps to effective sales

o Establish Rapport
o Qualify the Buyer (Find the Need)
o Build value
o Create Desire
o Overcome Objections
o Close the Sale
o Follow up

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 Follow-up and Client Bonding Skills

• Real success formula for selling: Trust and respect = Influence = Potential for control = More
market share at every mutually beneficial opportunity
• Send follow up letters, make calls
• Share something amusing, bond over a meal
• Plan something that can include the family
• Offer something to help their business
• Invite them to your home or be invited to theirs

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 Setting Goals, Measuring Effectiveness, and Activating Your Master Plan

• Not about doing 4,000 new things, but doing 12 things 4,000 times
• Reticular activating system (RAS) – Our thoughts and the subconscious
• Fake it till you make it
• Brain is most receptive before going to bed and when you wake up
• Measuring the effectiveness

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Major takeaways 4

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 Major takeaways

What I liked?
• The idea of pigheaded determination & persistence
• Mastering 12 things 4,000 times
• Time management lessons
• Using a mix of tactic & strategy to achieve the result
• Feeding positive to the subconscious (RAS)

What could have been better?

• Book was written in 2007, some ideas may be outdated in today’s time
• Most of the ideas may sound very obvious to the reader
• Offers basic solutions for someone who’s new to sales

“A company that thinks like a small company remains small. A

company, even a one-person army, that thinks and acts like a big
company is going to grow faster, smarter, and better.”

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Thank you

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