From objection handling, down to how to dress, David taught some of the top money-getters in the Square Mile and will now teach you.
I started writing this after my time in the City, where I worked on the coalface of stockbroking: the infamous Penny Share trading floor. A high-pressured and at times loosely regulated industry, earnings were high and life is fast, the skills required to stay in business and see your pay cheque, could make a politician blush.
At the age of 25 I and a partner took charge of a loss making poorly run stockbrokers in London's Square Mile, seeing it as the cash cow it could be, within 6 weeks we had the business cash generative, breaking even and in the throes of an aggressive staff restructuring.
I reinterviewed the existing brokers, who while sat on a client base, had failed to engage with their customers and seemed happy simply drawing their basic salary. They were a cancer to the business and only 1 of 6 had the fight within them to want a career. I took upon hiring fresh hopefuls who were malleable and open to learning, within weeks we had taken on 20 junior brokers without increasing the staff overhead.
How did we do that?
Commission driven incomes and my ability to convey or a sell an idea, a belief that things can happen if you make them.
These junior brokers led the business to moving into profitability for the first time in months and as the second month drew to a close, the brokerage saw consistent improvements in month-on-month turnover and profit.
While money began to pour in, the marketing budget was slashed and a reliance on telephone prospecting was centralised. Telesales truly works but only if a salesperson fully understands what they want to achieve.
This book will prepare you with the same methods that were delivered to that successful unit, as well as providing you with guidelines to handle some of the most regular objections in business.
The art of sales. Is it an innate born skill or a learned technique? An answer to such a question will often depend on which book you are reading or the man management skills of a sales manager. For the many millions like I who had never worked in a sales environment before; selling shares in a public company was in fact not the first time I'd clinched a deal much to my pleasant surprise, a novice employee in the world of high pressure sales. As I would discover later, one can draw a great deal of experience from selling a situation or themselves in their formative years. Job interviews, haggling, arguing for a refund, getting a table at a busy restaurant or just getting someone to pay you back money, all experiences of a sale, that too often we neglect and write off our ability to close that deal.
I wrote this with an idea in mind that it may make a useful pocketbook for investment sales professionals young and old but realised that there is a lot one can gain across all sales fields by understanding philosophies applied elsewhere and how their peers handle both objections and rejections.
For many who read this, I've no doubt they will do as I did in my younger years and head to the second part of this book for the rebuttals bible - and that's fine, you're still adding knowledge, which as they say; is power.
From the Publisher
Its rare to come across a UK developed sales guide, this book is the exception