How to Sell to an Idiot

JOHN HOOVER, PhD, is an organizational behavior specialist, author, consultant, popular speaker, and seminar leader. A former executive in the Disneyland Entertainment Division, he has consulted with such clients as Boeing, Delta Air Lines, Hilton Hotels, IBM, Motorola, and Xerox. He is also the author (with Roger DiSilvestro) of The Art of Constructive Confrontation: How to Achieve More Accountability with Less Conflict, from Wiley.Visit www.constructiveconfrontation.com or www.idiotworld.org.BILL SPARKMAN is one of America's top sales trainers and motivational speakers. His approach to business and life has thrilled audiences since 1987. His "clipboard" style of educating was developed after a successful career in the world of sports as a player and coach. Fire up your sales team; Bill makes learning fun!Visit www.billsparkmanthecoach.com.

• About the Authors ixPreface xiiiIntroduction xvii1 Step One: Be Prepared or Be the Idiot 1Need and Intent 2Mental Preparation Made Simple (or Mental Prep for the Simple) 3Choosing In: The Cure for Cluelessness 4Simple versus Easy: The Inner Idiot Rears Its Ugly Head 5Preparation and Passion 7Preparation and Product Knowledge 8Preparation and the Written Plan 9Planning Is Not Procrastination 10Preparation and Motivation 11Preparation and Personality 12Chapter One Summary 162 Step Two: Connect with the Clueless 19Idiotspeak 20Your Story 21Your i-Customer’s Story 23Who versus What 23Personality is Job One 24Components of Connection 29A New Skill Called Connecting 30The Great Balancing Act 31Takers versus Exchangers 32Chapter Two Summary 333 Step Three: Confuse to Clarify 35Confusion as a Tool 36Surgical Questions 37The Right Questions Trump the Right Answers 38Set the Stage and Play the Part 40From the Mouths of Babes 41Personality-Based Questions 42Big Success Comes from Small Steps 45Chapter Three Summary 484 Step Four: Play the Match Game 51Put it in Reverse 52Bring it Home 54Matching Means More Selling, Less Talking 57The Next Step 57More Lessons from Children 58The Match Game and Personalities 59Chapter Four Summary 635 Step Five: Showtime 65Entertainment versus Boredom 67Entertainment versus Filling Needs 68Be Energized 71Razzle-Dazzle Them 73Presenting in Style 75Presenting with Structure 75Presenting with Technology 76Rehearsals 76More Lessons from Children 77Personality-Based Entertainment 78Chapter Five Summary 826 Step Six: Ask for the Business 85CECO 86Asking is Action 88Ask with Confidence 89Let Go of the Outcome 92The Secret to Closing 93The ABCs of Listening 94More Lessons from Children 96Personality-Based Asking 98Chapter Six Summary 1017 Step Seven: Circle Around and Make Another Pass 105Get Out There and Fail 106Learn to Love the Lessons 107Turnaround Questions 108Objections 111Don’t Be the Monkey 115More Lessons from Children 116Personality-Based Objections 117Chapter Seven Summary 1198 Step Eight: Annoy Them a Little and Ask for the Business, Again 123Teaching the Customer How to Buy 124Failure Is Your Friend 126Pesky Persistence 127Stalling 128It’s in the Cards 134More Lessons from “Never, Never, Never”-land 135Personality-Based Annoyance 135Chapter Eight Summary 1389 Step Nine: Appreciate 141The Selling Cycle 142Make it Memorable 145The Battle for Mind Share 145The Present 147More Lessons from Children 147Personality-Based Appreciation 148Chapter Nine Summary 15110 Step Ten: Get a Referral 153Fear Not 154Build Champions 155Get Some Help 155Get Them Talking 156Get an “A” for Asking 157More Lessons from Children 159Personality-Based Referrals 160Chapter Ten Summary 16311 Step Eleven: Follow-Up 165No Competition 166We Have Seen the Competition and It Is Us 167Put Follow Up into Your mix 167Time Has Nothing to Do with It 168Pre-Sale, Pre-Delivery, Post-Delivery Follow-Up 169It’s Research 169When? 170More Lessons from Children 171Personality-Based Follow-Up 171Chapter Eleven Summary 17512 Step Twelve: Practice 177Don’t Succeed at Being Average 178Be Impatient 179Perfect Practice 180Dangers of Perfection 181Caring Equals Change 182Flat Tires Need Changing 183What are Friends For? 184Final Lessons from Children 185Personality-Based Practice 186Chapter Twelve Summary 189Index 193