CTB Cut The Bullsh*t Stop CONvincing, Start SELLING: Learning The Transparent Power of Selling Honest

© Edward Henry 2021

ISBN: 978-0-98097-492-8

eBook ISBN: 978-0-98097-493-5

All rights reserved. This book or any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher except for the use of brief quotations in a book review.

For my Joy. Finding you made me find myself.

Table of Contents

Acknowledgements

Preface

Introduction

Chapter 1

What is Wrong with Selling Today?

Chapter 2

The Lost Profession, or a Profession Lost

Chapter 3

Why a Selling Process?

Chapter 4

The Real Challenge Facing Salespeople

Chapter 5

Five Rules, Five Steps of the Sell Honest Program

Chapter 6

Technology Takeover

Chapter 7

Sales Culture is in Need

Chapter 8

The Hunter, the Fisherman, and the Farmer

Chapter 9

The Psychology of a Salesperson

Chapter 10

The Most Common Selling Mistakes

Chapter 11

The Sales Solution

Chapter 12

Small Business – Big Advantage

Chapter 13

The Sales Assessment

Chapter 14

Leading By Example Does Not Mean Selling

Chapter 15

Selling with Passion

Chapter 16

What it Means to be a Sales Professional

Notes

Index

Acknowledgements

First and foremost, thank you to my lovely wife, Joy. You helped me find my way to extraordinary. You are my best teacher, friend, and partner. This book is the result of your impact on helping me find the answers to sell honest.

I owe a debt of gratitude to Michael Weingarten. I know that I was not the easiest person to work with, but you have continued supporting me and mentoring me over the years.

My very first mentor, Glen Rankin, helped me learn the fundamentals, but more importantly, learn until it became instinct. My editor, Stephanie Saroff, you helped me find my stride and get this book completed. I look forward to working with you on future projects.

To the talented team at Edward Henry Company: Every member works with passion and sells honest every day. Thank you to the leadership team: Kamden Holder, Filip Lukic, Blaine Chadwick, Jen Hayward, and Kevin Gentle.

The late Edward Henry (my grandfather) has been the source of many life lessons. You have been an example of integrity and honesty in every area of my life. The seeds that you have planted have finally grown. You have meant so much to me.

I am grateful to Gary Lieb. You mentored me and helped me understand the commitment and hard work. You were more than a colleague, but a true friend.

I want to give further acknowledgments to family, friends, and colleagues that have been a significant part of my experiences and growth over the years.

Thank you to Mac Henry, Peter Henry, Shannon Gallagher, Chelsea McGowan, Chris McGowan, Mac Wiatrzyk, Josh Michel, Alexis Luker, Jeff Luker, Len Currie, Brian Cotter & Family, Mary Henry Late (grandmother), Bernard Henry Late (father), Frances Manning (mother), Ken Manning, Agnes Henry, Dwayne & Edwina Henry Vardy, Gordan & Carol Martell, Alec & Josie Lynk, Derek & Heather Hooper, Tyler Buxton, Anthony Kovicic, Paul Brah & Family, Danny MacDonald, Carman & Effie MacDonald, Mike & Myrtle McKinnon, Agnes Whalen, Wayne Lohnes Late, Arnold & Peggy Johnson, Tony Crimmi, Ryan Henry, Cabre Coore, Rob Selvig, Bill Ford, Steve Gillespie, Earl Langhorne, Anthony McMullen, Don Nelson, John East, Jeff Davey, Steve Kerekes Late, Tony Fredericks, Chris Fredericks, Matthew Fenech, Jim Oates, Patriarch Vincent Waterman Late, and David Spackman.

Preface

Everything you are about to read is from a remarkable journey over 30 years of my life. It is now that I have found the inspiration to write about my path to a sales career and share all of my game-changing moments with you. You will see that my story is filled with many challenges, mistakes, and poor choices in decisions and ethics, but my sales career and one exceptional person showed me that I could overcome every obstacle.

Looking back, I have come to appreciate the people who have spent the time to help me learn some of the lessons, skills, and knowledge to work in one of the most fulfilling careers. The ones who have influenced and inspired me have become a part of my road to success with struggles, failures, victories, but most importantly, purpose and legacy.

My drive to sell started right in high school when I went door-to-door selling vacuum cleaners. I was determined and searched for the best methods and strategies to sell as much as possible, but unfortunately, my thought process started based on monetary motives. I worked in various sales- related industries and positions but never achieved anything extraordinary.

In 2007, I developed the first government-approved sales diploma program. This program was a collection of multiple teaching methods from many experts. Every activity had a similar sales process; we didn’t create anything that did not get addressed in the self-proclaimed, experts’ sales field.

Edward Henry Company was launched two years later. We spent eight years developing our mission to continually evolve the sales process and create useful tools and resources that would genuinely benefit our clients and salespeople for optimum selling success.

Edward Henry Company - established in 2009

In 2014, I experienced one of the worst challenges in my life. My selfish goals ended with regrets that changed my view on everything. My father passed away from an infection, which happened after I spent approximately six months on the road while building my training and consulting firm across Canada and the United States. I missed special moments with my son, quality time with my father, and for a while, I spent most of my time in a selfish, depressed, and guilty state.

My health, relationships, and career suffered, but thankfully, this unfortunate pattern came to an end shortly after meeting the most spectacular woman who saw me for me. She knew I couldn’t let my past determine my future. She did not let me have the luxury of an excuse, but instead, she challenged me to be my best as a father and a professional. She held me to a standard that I did not ever attempt before and made me be honest with myself; she was someone that I could not let walk out of my life. I had to step up to be a better man and a much better self. This part of my life was the beginning of what I refer to as the real learning moment.

Sometimes all it takes is someone like her, whom you will later find ends up to be my wife, to see your potential and push you to whom you were meant to be and where you were meant to go all along.

I am confident you will enjoy what I have to say and see that the methodology and theories are well supported. I will share my passion, insight, mistakes, lessons, and the rewards that I have found in creating and implementing the Sell Honest Program due to embracing the humility to listen to a partner. You will discover Cut the Bullsh*t (CTB) to be inspiring, motivational, amusing, and of course, honest.

Introduction

I want to let you in on the answers and secrets to one of the most powerful and genuine sales training programs available while exposing many of the misconceptions accessible in selling. CTB will cover many of the challenges that exist for salespeople and the purpose of creating the Sell Honest Program .

We need a solution and should understand the changes in this profession’s global misdirection and the fundamental structure of selling as it applies to changing technology and the world today. CTB will help you discover the most effective selling practices, the mindset of success, the conviction needed to master the art of selling, and how to adapt to social and technological changes as they happen. I will go through the necessary adjustments for the successful adoption of this sales program, but more importantly, I will tell the story of an incredible journey that changed my life and how I sell.

These are some of the dirty secrets that I know about sales training, which no one ever wants to admit - traditional sales training does not work, and the adoption rates are poor. This challenge became far more impossible with the emergence of CRM (customer relationship management), technology, and the growing trend of social media use. Before we continue, let’s briefly take a closer look at the emergence of CRM.

In 2006, CRM, social media, and the Internet took off. While there was mass apprehension at first, I had realized that this was the future of selling. This was going to be the only way going forward.

CRM implementation and poor business practices are the direct results of massive sales waste. Sales waste is a term that we often use at Edward Henry Company. It is used to explain the highest cost and most formidable challenge for all companies that struggle with too much time spent on everything except for selling.

It has become impossible to manage and accept it as a necessary evil because many sales managers and consultants do not know how to identify, measure, and address it accurately.

We have been developing sales training systems for different industries for years and have realized that the sales profession is unlike any other. Even though it is one of the oldest professions, it has no defined educational requirement or proper post-secondary edification. It is the very reason why there