AR SALES UNIVERSITY

-PRESENTS

secrets to
become master
sales closer
A new & powerful guide to develop a

winning attitude & proven ninja sales

techniques

BY AMIT KUMAR
 A new & powerful guide to develop a
winning attitude & proven ninja sales
techniques. This is written for ambitious
small business owners & sales professionals
to sell more in toughest market conditions.
This will help the readers to double their
sales within three to six months so that
they can live a life & life style, which they
desire & deserve. This book will assist you
to sell easily & effortlessly provided you
learn & implement the concepts mentioned
in this book. This is developed after
studying thousands of hours successful
people in sales & business who tested,
failed & eventually became successful. In
addition, author has tried his best to
correlate with his life experiences to make
it more engaging and fun learning to
implement in your area of interest)
 dedication
I would like to dedicate this E-book to my
mentors Mr Ron Malhotra & Mr Dev Gadhvi
after meeting two amazing souls my life
changed to 180 degree in 2020. I got an
entirely different perspective to look at my
life & career. I got clarity about my bigger
purpose in life, which is to contribute & at
the same time personally growing and
making it bigger then myself. I firmly
believe that every one of us should have a
mentor who can guide you to amplify your
strengths and skills to make a bigger life,
which is beyond you and your immediate
family.

 about the book

The Author of this book “Amit Kumar”
comes from very humble beginning; his
father was a private primary school teacher
and a part time farmer and his mother was
a homemaker in a small village called
Rampur (Jamalpur) Bihar India. He saw a
great deal of struggle and financial crunch
in his childhood. His father was not earning
enough to afford to provide him education
in English medium schools. So he completed
his entire education from government
school. His mother had to ask for help from
most of her relatives to complete his formal
education. Since it was a joint family so his
uncles supported him to complete his
academics with great financial difficulties
faced by him.

 Amit Kumar was struggling through a low

self-image and lower self-esteem & that
was the reason he struggled when he joined
sales job in 2010 . He switched in Sales from
production engineer function. In Sales job
he was just surviving and later when he got
notice from his company that he will be
fired from the job or he should go back to
production job profile. This shattered his
dream to become a successful in sales job.
Since he came to sales job with a big dream
so he wanted to continue in this profile at
any cost. Also he had a big family
responsibility of supporting his parents for
his sister’s marriage. Hence he started
taking massive actions and gradually he
started performing good in sales by
modelling the successful sales people in his
company & Industry.

 The hard work and consistent actions

started giving results to him and he was
ranked the best sales person in the same
company in year 2013.

However, in Sep-2020, something very

strange happened in the midst of COVID-19
pandemic and he realised that he was living
a mediocre life, which is nothing but an
average mindset. However, somewhere he
felt that he could do great things in life.
That is where he met his mentors in Sep-
2020 & he realised that he is not even
utilising ten percent of his actual potential
& so do the most of the people on this
planet. Therefore, in this book, Author is
mentioning how someone can become
master sales closer by working on his mind
set and sales skills set.
 1. Dedication
contents
2. About the Book
3. Why should you learn the No1 Skills- Sales
4. Types of Customers
5. Non Sales Selling
6. What type of personality is suitable for sales
7. Attitude
8. First Rule of Sales
9. Price is never a concern in selling
10. 21st Century Marketing Techniques
11. Obscurity is biggest challenge for new businesses
12. Importance of Sales Process
13. Prospecting or lead generation
14. Master Cold Calling
15. Webinar
16. Farming Methods of lead generation
17. Steps of Sales Process
18. Different types of closing techniques
19. Common objections in sales
20. Mistakes to avoid in sales process
21. The only reason you would not like selling
22. I don't have time to learn new skills
23. Importance of Coaches & Mentors
24. Acknowledgment
25. About the Author
 why should you
learn about this
no:1 skill ?
It does not matter how good your ideas and
concepts are if you are not selling it to
others and if you don’t know how to
persuade others, you are not going to be
successful in your career & life. This is one
skill I recommend everyone should learn in
their twenties so that you can become good
at it over a period.
 Whether you are asking for pay hikes,
negotiating your package or you are
proposing your product and services to
someone this is important to have these
skills. This is a proven fact that most of the
companies fail because of not selling
enough products in great qty and not
acquiring enough customers. So this is very
important for any new business owner to
spend almost 80% of their time initially for
marketing and selling activities and do
whatever is required to increase the sales.
Later this can be delegated to a very strong
marketing & sales team because this has to
be one of the most focussed functions of
your business.
 If you see there is so much noise at the
market place. So just to get attention of
your potential buyers you will have to
shout from the rooftop. It is said that in the
current time who can get the most
attention can generate the massive sales if
they have something to to offer to their
target buyers. In addition, this is very
important to use the 21st century’s
marketing techniques to market your
products to reach to your potential buyers
irrespective of what product and services
you are selling regarding which I will talk
more in the next chapter.

Now to be good in selling first of all this is

important to understand that selling is
serving. if you feel that your products can
solve some problems at the market place.

 Then this is your duty, obligation and

responsibility to take this to your target
prospects so that they can come to know
about this and buy it and enjoy the benefits
of the products and services.

One of the important concepts, which I

understood from the book Sell or be, sold
from Grant Cardone that to be good in sales
this is important to have a great attitude of
give, give and give. Here giving means
giving the full attention and undivided time
to your prospect. Offer them the choices
which will resolve their pain which they
want to resolve.

 I remember an incident when I was trying

to acquire a customer for long time. When I
first mate the owner of the company he
was very much rude in talking as he was
very much comfortable with the current
supplier who was just 20 kilometres away
from his place whereas my factory was
located more than 500 km away and used
to take two days for the goods to come to
his place. When I first met him I understood
that he wants to be understood and would
like to talk to someone to share his general
knowledge.

Also he wants to share his story and wants

to give personal touch. Therefore, the
moment I connected with him after a
couple of meetings we developed a very
good bonding.
He was a person who was not entertaining
salespeople easily but after the bonding
was established he was very much
transparent in sharing the information. I
did a good business with him and reason I
was able to do business with him because
of my attitude give, give and give.

 types of
customer
Price is never a concern to sell your
products & services this sounds stupid but
the way you sell is more responsible that
what you sell and at what price you sell.
This is all about how well you understood
the prospect needs & wants. Also important
is that how customers feels understood.
These are very important for him to make a
buying decision.

In addition, this is important to understand

that you are not for everyone and there are
different types of customers as I learnt
from the book unlock it from my sifu
Danlok.

There are four types of customers.

1. Cheap customer
2. Difficult customers
3. Sophisticated customer
4. Affluent customer
(A) CHEAP CUSTOMER

Their talk starts with the price and ends

with price and you simply cannot add value
to him and the moment you understand it
this is better to get rid of him as fast as
possible as you will be saving the time.
Because you time the most precious asset
you will ever own and everyday this asset is
depleting. So this is up to you how do you
invest this asset called time for building a
lasting business for your and for your
family.

(B) DIFFICULT CUSTOMER

These are the customers who can call you

any point in time and does not understand
what you can offer and what you cannot
and is very demanding at all the times. You
will have to be own your toes to serve them
so decide whether you want them or not.
They will give you business but you invest
the same amount of time you can manage
more clients and generate more business.

So evaluate your business that if you

replace one difficult client then how many
new one you can add in your business.
(C) SOPHISTICATED CUSTOMER

These customers have done research about

the products and services and are well
aware about the options available. They
will ask for specific information and once
you answer their queries they will be ready
to work with you at a decent price as they
value the holistic approach rather than
only prices.

They are well prepared and informed in

advance and you simply love working with
these kind of prospects. So you would like
to make them as your client and they will
consider you as your trusted advisor and
they believe in long term relationships.

(D) AFFULENT CUSTOMER

These are the wealthy customers as evident

from the nomenclature they are more
concerned about the comfort and
convenience and they will be ready to pay
premium prices for saving the time and as
saying goes poor people sell time and rich
people buy time.

Also rich people buy the speed by paying

extra prices and these are the clients to
work with for your higher profits. Only
thing is you will have to give world-class
services to them and give them Aha
moment for your services to build your long
term business relationships.

 So after understanding about type of

customers. The important thing is to love
your products and services more than
anyone else on this planet and the biggest
sales you ever make is to selling to yourself.
So now if you are completely sold on your
products and services you will be able to go
to any extent to persuade your prospects to
go for it. Once you are completely sold on
your products and services you yourself will
be ready to pay the premium prices to
enjoy the benefits of it.

So when I look back my sales career I

resonate with this and whenever I was
completely sold on my products I did
whatever it took to persuade the customer
and did excellent.
 non sales
selling
In the book to sell is human written by
Daniel H pink. The two industry who have
mastered the art of non-sales selling is
EdMed which is education and medical
industry and both runs in the trillions of
dollars globally. Think about any
professional course there is so much hype
in the society that if you donot have a
proper degree you will not have a bright
career and who will pay your bills. When
digital world was not so prevalent, people
were not having much information and
ratings about the colleges.


Now World has come to everyone's hand in

the form of mobile phone and by clicking a
few times you can literally get infomration
about any Institute & their teaching
methodologies and what their students are
doing in their career.

But here point is, in the society the hype

regarding the medical education is so
much. Medical education is considered of
so much of prestige in the society
particularly among the middle class family
that they are ready to go to under years of
debt to get the MBBS degrees. So here main
point, which I am trying to make, is these
institutes are not required to advertise to
sell their seats. I remember until 2002 the
internet was at the nascent stage in India
so to take admission in the private
engineering colleges people from northern
India used to pay even to middleman as
they did not have access to much
information and these agents were selling
the seats for the colleges.
 What hospitals do they don’t say we do the
most economical spine surgeries or heart
surgeries and we offer discount in a
particular season so come and get operated
in my hospital. They simply educate the
people to be healthy and avoid certain
things to prevent catch a particular disease
and they will mention about the speciality
departments which is existing in their
hospital. So now these high end hospital
are just making the people aware about
certain health related issues without saying
anything to come and get treatment in
their hospital. But whenever a person
needs treatment he will think of hospital
from he learnt something about the health
issues and he will first try to get the
specialised treatment in that hospital.
 I have rarely seen people going and asking
for the discount from doctor for his
surgeries or treatment but the same person
will bargain with the street vendor to get
some green chilli free if he buys some
vegetable from him.

But here I remember my wife when my

second child was born we even negotiated
with the surgeon to reduce the final bill
amount which went beyond insurance
approved limit but these are extreme
exception which I saw in real world. Person
like my wife knows very clearly if you ask
you may get the discount and it does not
matter for which services you are talking
about. So now after spending several years
with my wife I also developed the art of
negotiating with the seller .
 I have set very higher standards of
negotiation where stakes are higher & if I
am able to negotiate a bit more than I can
save couple of thousand bucks or sometime
even hundred thousand as well. But one
principal which I follow is that not to
bargain with unprivileged people
particularly street vendors so that I also
don’t get much objections when I am a
seller. I try to help these people to get
benefited by selling to me.

Some big software companies they are not

keeping the sales people as front team
instead they keep the engineering
graduates who are well versed with
problem their target customers face and
they are ready to show them how their
solution can solve their problems and can
make the life easier for their clients.
 They are called the service engineers who
are located in the metros and can travel
and meet customers if required or they give
the services from remote. The companies’
donot call their service engineers as their
sales engineers. These companies know
very well that non sales selling is something
which is more powerful arsenal to get the
sales from these companies and they
provide 24X7 after sales service to develop
the bonding.

In the non - sales selling this is all about

moving the target customers to move one
step ahead. In the old method of selling the
very famous proverb is ABC of selling which
is “always be closing”. In this approach,
sales people are always under pressure to
close certain no of revenues and profit
every month.
 Now in the current information, age when
many prospects are more informed then
the seller because he can do all kind of
research not for one brand but for multiple
brands. So now the challenges for the sales
person is not that he should be empathetic
and win the heart of the customer and
understand his pain. Here it becomes very
important to understand what is going on
in the mind of the prospect and how to
understand his perspective. The thing is
human being makes the purchase decision
emotionally but justifies the same with
logic.

 So this becomes inevitable to understand

the perspective of prospect so that he will
be able to justify the purchase decision to
himself as well as to the people around
them. We human beings donot want to
make buying decisions and we just want to
prolong and postpone it until this become
so painful that action has to be taken
immediately.

So this becomes very important for the

sales people that they understand the
perspective of the prospect so clearly that
he feels that salesperson is completely
talking on his behalf. Now how to
understand the perspective of the other
person. This is very easy but difficult to
practice as sales people in general is having
the habit of talking more the moment they
see a probable buyer.

 So this becomes inevitable to understand

the perspective of prospect so that he will
be able to justify the purchase decision to
himself as well as to the people around
them. We human beings donot want to
make buying decisions and we just want to
prolong and postpone it until this become
so painful that action has to be taken
immediately. So this becomes very
important for the sales people that they
understand the perspective of the prospect
so clearly that he feels that salesperson is
completely talking on his behalf. Now how
to understand the perspective of the other
person. This is very easy but difficult to
practice as sales people in general is having
the habit of talking more the moment they
see a probable buyer.

 This is the reason in the non-sales selling

technique companies are having the well
equipped sales engineer whose job is to
understand the problem of the customer
and solve the same to utmost satisfaction
of the prospect is a very successful sales
strategy.

As saying goes people love buying but hate

to be sold so that non sales selling does
exactly the same thing. This makes you
prospect to buy from you to solve their
problems.

 what type of
personality is the
best sales people:

extrovert or
introvert?
 Whenever I asked someone what do you
think when you hear the word salesman.
The most common answers, which I heard
was these people are smart, talk more,
they are very good in convincing others,
they can sell you something even though
you are not ready to buy it. But the
research shows extrovert salesman are not
the one who produces more in the real
sales scenario.

The one of the challenges with the

extrovert person is that he or she is so
much busy in giving the replies to the
prospect that they are not able to focus to
understand the perspective of the prospect
and they lack the active listening. The
advantage is that they are good in initiating
the dialogues and keep the things moving
by talking to the more and more strangers.

 But at the same time they are not able to

understand the personal pain of the
prospect and hence they are not able to
close the deals in shorter period of time.
They get excited about the new
opportunities goes with full excitement but
this fades away if they donot see the
results are not coming in the near future.
On the other hand, introvert person takes
time in initiating the dialogues they do not
mingle with people very easily and takes
every step after thinking about this for long
time. They are good in listening and
understanding the other’s perspective,
which is a good trait, and it helps.

 So now when this comes to producing the

results the research shows that neither the
extrovert and nor the introvert are able to
produce very encouraging results. Actually,
this is the ambivert who produces the
phenomenon results at the market place.

The good news is that most of us are

ambivert and hence we all are good
salespeople. The thing is we all are selling
and irrespective of which endeavour you
are in to your success depends on how good
you are to keep people moving in the
direction which you want to produce the
results .

 So now, this is important for each

extrovert person to develop a bit of
introvert quality like active listening and
understand the others perspective and not
to reach to immediate conclusion. At the
same time, this is important for the
introvert person to develop the quality of
extrovert so that he or she becomes good in
starting the dialogues.

He becomes good in developing the rapport

at the multiple levels in the B2B scenario to
understand the prospects perspective in
totality. So now you can understand that
this is not required to be extrovert and only
then, you can become successful is sales.
This is important to learn to maintain both
qualities and in general we are having
these both in most of the human being and
here important is to be conscious when you
have to behave which type of personality.

 attitude
The important thing , which I learnt by
listening several times from the Audio clip
of Earl Nightingale- in general human
beings don’t value the things which have
been given free to us . Our mind, attitude,
behaviour, thinking power, breathing
power etc we got free. Now think about
your house, car, gold & diamond and any
precious article which you are possessing,
cost you money. So now, this is normal and
acceptable in the society that we give top
most values to the things, which cost us
money directly. But the things which have
been given to us free of cost do not get the
same attention whereas this should get our
most attention.
Now think for a moment you are equipped
with your skill set so vividly that even
though your current assets get wiped out
you can rebuild it. But if your mind,
attitude, behaviour and thinking power are
not aligned to achieve what you want this
will be very difficult for you to achieve your
dream goals in your life. This reminds me of
a very famous TV show on discovery
channel where undercover billionaire show
was aired.

The Grant Cardone who is a leading

marketer and the social media influencer
played the undercover billionaire. He got
USD 100 and was asked to convert it in to
one million dollar without using his name
and influence within 90 days.To achieve
this he was sent to an entirely remote
location in USA where nobody knew him
and he was not allowed to use anything of
his past influence.
 But he had to become a millionaire in the
next ninety days by just using his skills and
experience but without using his any of his
old achievements and influence.
So now what he did first of all he simply
went and deposited that one hundred
dollar in the bank. Because he knew, he
cannot make one million from this small
amount in ninety days and he will have to
utilise his attitude and experience what he
has gained over a period of so many years.

He was so confident that from very first day

he started making new contacts with
people who were having money and was
doing business and he started helping them
to sell and market their products.
 He met the most happening people in the
town who was having various businesses
and offered them his consulting services to
increase their sales in the shortest period
of time.

He not only made one million dollar in the

next ninety days actually, he made five and
half million dollars in this period. So this
shows that the positive attitude is
something, which costs you nothing, but if
you have negative one this will cost you
everything.

So now when this comes to positive

attitude in selling this is very important to
have positive one, this has to reflect in your
action, behaviour, and this is
substantiated by the results, which you
produce.
If you do not have great attitude of serving
people this can be like loving your
neighbour’s kid compared to loving your
own kid. The neighbour’s kid will say there
is a good man who loves me and cares
about me. But your own kid will say his
father loves him so much and takes utmost
care of him. So the thing is if your
customers start feeling, you as part of their
family.

Once they start believing that their needs

and wants will be taken care by alesperson
or business owner without much asking
and reminding. This shows that you have
developed an attitude, which is going to
help you to achieve higher results, and you
will be amazed from enormous results,
which your positive attitude can produce.
 The great attitude is worth more than
million or billion dollar.

The important thing here to note is that

irrespective of type of business your in,
first of all you are in to the people business
and then in any product or services
businesses.

People are senior to products. People are

life of your business. You must know about
people first, become expert in this, and
later become a product expert. Best sales
people are best copywriter because they
know which word moves people to take
action.

And sales is all about charging up people

emotionally to take a next action and
movement and then justify this with strong
logic.

 It is important to know about the products &

features but first is important to know how
people’s emotions work and what makes them
feel good.

So as this is said selling is about 80% people

skills and 20% product skills which is very true.
People buy for so many other reasons then just
the superior products that’s why so many
inferior products get sold as well every now
and then. Some reasons like- people buy for
convenient & not always for lower prices or
higher quality.

We go to buy from nearby supermarket even

though we know that we can get better
products and lower prices at far away
supermarket but people who do not want to
waste their time they choose convenient of
saving time over any other things (including
me). Your attitude matters and it shows and
reflects apparently, when you show more
interest in person whom you are selling to. You
have to be genuinely interested in the people
for two-way communications.
 For example in the retail shop, sales
representative can ask what other colour
you like apart from this one so that they
can share their preference. If you get into
communications by asking questions and
probing.

You are automatically getting connected

with your buyer at the deeper level.
Understand and be interested in the
communication and this should include
many questions. So asking questions like
what is more important to you.

How do you rate the solution on a scale of

one to ten? What do you want the next
product to do which last one did not do for
you? Now to maintain a positive attitude
this depends on your mental disposition
and to have a great mental dispositions
following points to be practiced on daily
basis.
 You have to go to each deal with mind-set
of you can close it.

People do not buy if they do not feel good

around.

If you want a fair price then you must have

great attitude.

Dress like you are committed for your job.

Carry yourself like champion and at the

same time have an attitude that you care
for them.

Have light in your eyes & look in to your

buyer's eyes.

Be Excited about what you do.

Practice smiling.

Keep the Smile.

 Have the service attitude in your heart.

Bring your heart to the game.

SERVICE IS SENIOR

This is said that service is senior to

anything. People always assess their
suppliers by thinking am I being serviced or
am I being taken for granted? This is
important to know how your customer felt
about the whole transactions. This is very
true that if you give a service at high level
they will take care of you and this will not
be for your competitors to make an easy
entry. If you give a million dollar service,
you will be considered top class. You have
to be genuine in serving the people. The
truth is that people wants to be serviced &
are hungry for high level of service.


So overwhelm your client with awesome

service. The important thing to note is that
people are not used to of getting the high
level of service and care and this is your
great chance and opportunity to serve
them with mind-blowing service and great
attitude.

 First rule of
selling
Whenever I did not agree with the initial
viewpoints of my spouse, I have observed
this has always been a lengthy discussion
without any outcome. As I learnt from
Grand Cardone the first rule of selling is-
always, always, always & always agree with
the view point of your customer.
Once you agree you move forward and
dialogues start but the moment you object
to their viewpoint you will reach nowhere.
The prospect says your price is too high
then you say yes sir our price is higher and I
agree with you and I am with you but at the
same time you see what we are offering at
this prices. We human beings are having
inherent inbuilt software that we like
people who agrees with our viewpoints.
 So to become successful in sales this is
important to become likeable and then
become trustworthy. We like to get along
with people who are having the similar
values.

I remember when I joined my engineering

college there was total twenty three
students in the batch but I was close to two
of them because both of them used to
agree with my view point most of the time
and also used to share about their
perspective on topics.

We used to share common topics of

discussions. I have experienced whenever I
went for shopping with my wife whenever
the salesperson agreed with my wife’s
viewpoint was able to make a sell to her
else this is very difficult to sell her. So
whenever salesperson was lacking this skill
she seldom bought from that salesperson.
 Price is never a
concern in selling

I remember back in January 2014 when my

brother in law booked his flat in one of the
apartments. On one of weekend, my wife &
I were at his place. During discussions we
understood that you do not need to have
huge amount to book your house and you
would need couple of Lakhs of rupees
(hundreds thousands of rupees) to book
your house. So we decided to buy our first
home we fixed a budget that we will buy a
two BHK house within Rs. 3 to 3.50 million
max (30 to 35 Lakhs). So we started
searching for this and started visiting
different places in my surroundings.
Whenever they were showing within our
targeted budget home somehow we did not
like it.
 The main thing was my wife wanted to
have a 3 BHK but we were looking for 2 BHK
because budget was fixed for this. So after
seeing several houses whenever we really
liked a house that used to be in the range
of Rs. 6 million + (Sixty Lakhs +) and we
were not able to make a decision on that.

After few weeks one day I saw an almost

ready to occupy apartment and the
moment we saw that house I fell in love
with the design and I felt my wife would
like this too. So when I asked the price they
told this is Rs. 6 million (Sixty Lakhs) which
was almost double of my budget.

So when we enquired about how much

discount we can get it sounded like they
can give a good price correction. I spoke to
my wife & told about the house she liked
the idea and next day we planned to visit
the property together.
So very next day we visited the property
and the moment she saw the apartment
she liked it and completely fell in love
with this new house.

Also this was 3 BHK which she wanted.

So now here thing is how to get this
funded. So we told the builder that we
would need home loan of Rs.4 million
(Forty Lakhs) to buy this. The builder
connected me with the loan company
and they asked my salary details and he
told this amount can be approved. The
loan was approved for INR 3.65 million
(36.50 Lakhs) and balance we had to
arrange from our savings PF etc.
So we started organising the fund and
gave away all the savings including my
PFs to get this house.


One point in time this was appearing we

may not be able to pay the balance amount
and we may have to sell this to someone
else.

My wife came in to action and she told she

would work and join some school as a
teacher and earn some extra money to
support financially. We explored all the
options to save our home, which was
appearing very difficult.

Again, we borrowed from our friends and

relatives to complete the transaction. So
here is the thing, the point is, if your
prospect likes your products and services
and this solves their problem.


So if your product can solve the biggest

problem of the prospects then he or she
will go under massive debts to enjoy the
benefits of your products and services. Now
you will say this is a big lifetime purchase
and for this people will stretch to any
extent.

But you know when most of the people are

having credit cards and they are buying
anything and everything with this based on
the future income. So important is to
demonstrate them the solution, through
your product or services. Their needs and
wants can be very obvious or hidden.

So important is to understand what your

prospect wants and show them this really
what they want and will solve their biggest
problem and they will got to any extent to
own this.


I remember when I started my self-

development journey I started buying
books, programs, webinars & workshop
programs left, right and centre to
understand what it takes to become
successful in coaching and mentoring
business.

Whenever I felt that, a particular webinar

can solve some of problems and can give
some concepts to move one small step
ahead I used to buy that program. The
thing was some of the programs which I
bought I did not even open for one day.
Because I was learning and implementing
from some other courses which was
resonating at that point in time.
 So what I understood is that this is very
important to press the hot button which
triggers the pain point of prospect and
entice them to take the action. So once this
is done with genuine intention the prospect
makes buying decision and then price is
never a concern. The second example to
prove that price is never a real concern,
whenever I went to buy a gift for my loved
ones, I experienced whenever I asked the
shopkeeper to show a gift within a
particular price range.

But I bought most of the times from a shop

who showed me an expansive gift much
above my asked prices because when you
really like something you are ready to pay
the price for it. You are not ready to pay a
price until you are not convinced about the
value of the product, which you perceive.
So once the perceived value is much higher
than the actual price of the product the
prospect makes a buying decision.
 21st Century
Marketing
Techniques
Gone are the days when only companies

who were ready to spend millions of

rupees were able to run the ads. Now
even a small company who has just
started can put out the ad by just
spending couple of thousands of rupees.

his is a golden era where we are sitting

on a gold mine called social media. So
this is up to us that how we can utilise
this to reach out to our target
customers.
 Just to test out this during the COVID-19 in
May’21 we posted ad for Pulse oximeter on
the Facebook and within hours, we reached
to thousands of people.

We asked prospects to fill out a form to

provide their details to reach out them and
we received hundreds of leads.

The result was we got the maximum

contact details of Kannada speaking people
and in our team there was no Kannada
speaking person and due to this we did not
convert many of the prospects. However,
one lesson was learnt very clearly that this
is very easy to reach to your target
audience in great nos in the quickest
possible time with minimum cost through
direct response marketing.
 Now here important thing to note is that
how best you know your target market and
target customers. This is required so that
you can design your message and pitch to
connect with them, highlight their pain,
and make them realise that you have
solution to their problems. Now one of the
ways is to just talk about your products and
ask them to buy which majority of the
companies do and there is huge
competition in this kind of marketing
approach.

Another approach is called high value

content marketing in this approach you
target those customers who are not even
thinking of buying your product and
services but they are getting educated with
your contents and once they have the
requirements they will connect with you
and there are strong possibilities that they
will buy from you.
There is a very famous book called “Sell like
Crazy” by Subir Sabri where he has
mentioned how he made millions of dollars
of sales through generating the leads by
digital marketing.

He shares that your ads are like your

individual salesperson.
Who is coming in front of your target
customers and pitching the product and
services in the best possible manner which
is not only targeting the current &
immediate buyer but also educating the
cold audience to make them warm and
later they may convert in to hot leads in
coming weeks and months.

The thing is there are immediate buyers

and there are buyers who are not even
thinking about buying the products or
services now. But your high value content
will be educating them to take an informed
decision when they want to decide about
this.
 As my mentor says before starting any
business first of all start your media
business and get visible at the market place
and this has never been so easy to get
known to the world even without spending
money. Currently I am putting out my
content on social media by targeting my
micro niche and this I am doing in the form
of photo quote, text quote and Video
content. So this is an immense opportunity
for you to get known to your buyers even
before your product is ready and start
promoting your product even before this is
ready so that people will be waiting for its
arrival.
Obscurity is the
biggest challenge
for new business
Obscurity is the biggest challenge for new
business that they feel that if they have the
best product they will be able to sell this to
many customers.

This belief got completely busted when I

started my trading company which I started
along with my partner.
 I thought since I have sales experience of
so many years so I will be able to establish
the sales for this company at a fast pace.
But when we were making cold calls even
after making two hundreds calls we were
not getting any sales. The sales started
happening very gradually starting from
Bangalore where we started the business.

Later we decided to reach to more people

we will have to do a well-planned
marketing and we should run the Facebook
ads. So we started the video ads and many
people showed the interest and filled the
enquiry form and gave their contact
details. . Even after having more than fifty
leads we were able to close only couple of
leads in to real customers.
However, the product was eye catching and
this was capable of solving a very burning
problem of converting Normal LED TV in to
interactive panel. People liked it but they
were not ready to move ahead. We were
facing the objections like we will get back
to you, we need more time to think, we
need to talk to my people, the product is
expansive etc.

So when we analyzed we understood that if

the same product was made by Samsung,
LG, Sony or any other known and popular
electronics brand people will take quicker
decision to buy this. So one thing was
evident from this failure to close more
sales that the biggest obstacle for any new
company is its obscurity. If people do not
know who you are and what your company
is all about and from how many years you
exist at the market place.
 So this came down to the trust issue and
trust can be increased at fast pace with
proper marketing techniques. A well-
designed website, presence across all the
social media platforms can work
fantastically well in current information
age.

Putting the video and photo content all

across social media so that people can see
presence of your company all across and
hence trust goes up. So when we were not
able to close the sales of the leads
received through digital marketing.

Therefore, we decided to invest for proper

digital marketing resources to make strong
digital presence.
 So now when try to understand how do I
take my buying decisions. Following are the
reasons, which make me to buy, like
whenever I see a company is existing from
last five or ten years and they are in to a
particular domain from quite some time.

This automatically increases my confidence

level to buy from that company. . It goes
with any other human being they like to
find out about the company to instill trust
in them. Now the same company is selling
through Amazon or Flipkart platform
people will not doubt much to them
because a very big company is backing up
from behind. So consumers know that they
can raise the complaint and return the
goods if they did not like it as per e
commerce company policy.
 So one thing was very clear with this
experience that to succeed in business arena
this is very important to give a very
authentic feeling to your prospects that this
company is existing very well at the market
place. So for any new company even before
having the product ready this is very
important to create a strong digital presence
at the market place.

To cut through the noise at the market place

this is important to do an aggressive video
content marketing to be known to your
buyers. Many of us never met any celebrities
but we feel emotional connection with them
just by watching their videos and reading
about them. Same way businesses build the
emotional connections with their target
buyers by producing lots of videos, photo &
text contents.

So if you are not doing this then this is very

difficult to build a strong customer base and
future prospects base, which is ever growing
perpetually.
 Importance of
Sales process
After spending almost eleven years in sales I

was not aware about the exact sales process

to follow for each and every customer
development. Even after being in to sales for
a decade people are not having the set
process to follow and they feel that this
completely depends on the individual to
close more sales.

In general, sales people know that what are

the steps involved in sales process. But they
donot know exactly in what sequence steps
should be followed. Reasons being many a
times their sales manager or business owner
himself do not tell them. Because his
manager never told to him or her. Now the
good part is the company who are
established in the market do not have much
problems because customers will come to
 them as other competitor cannot full fill
the requirements for all the customers. The
higher entry barriers restrict the numbers
of player in the same industry like metal,
cement, telecom, high-end machinery etc.
But in the domain where there are enough
numbers of manufacturers and there is cut
throat competitions. There it becomes
paramount to train your sales team and to
have a clear defined sales in place to close
each deal in the quickest possible time.

After attending the sales training programs

of Grant cardone, Jordon belfort , Dan Lok,
brian tracy, Daniel H Pink and many others
veterans in sales training industry and
after relating the concepts with my sales
experience. I understood very clearly
importance of sales process and here I
would like to mention this in details.

I understood very clearly importance of

sales process and here I would like to
mention this in details.

The five-steps sales process, which

can be suitable for almost all types of
industry, is as follows.

Qualifying the leads (facts finding &

intelligence gathering )

Demonstrations of products & services

(Sales presentation)

Negotiation and closing

Delivery & performance

Follow up


Now before discussing the five step sales

process this is important to generate leads
and in the next chapter I am going to
discuss in details types of lead generation,
which are practiced in 21st-Century and
you.

You should always have at least five to six

methods to generate leads.

Also you should know which method is

producing the best results for you and put
more time, money & resources to
strengthen that particular mechanism.

 Prospecting or
Lead generation
Lead or Prospect: This is someone who will
benefit from your products and services
and has the ability to pay. So this is very
important to design your lead generation
wisely and cleverly so that you don’t waste
your time, energy and money by getting
more suspects instead of prospects during
your lead generation process.

This is the first step in any sales process

and this is well proven fact that many new
businesses fail because they do not have
well defined process of lead generation so
they do not generate more sales. Therefore,
the first and foremost important activity
for any new business sustenance is to have
“lead generation process which generates
leads predictably, incrementally &
consistently”.


It is strongly recommended that in the

beginning any new business should spend
80% of time in lead generation, prospecting
and marketing. So if you are giving lesser
time in this then you will not have results
what you target and your business will
struggle to generate the business which
you ever dreamed of. To fill your pipeline
you need to give prospecting the top most
priority. Two hrs of prospecting on daily
basis is mandatory for your business.

Two hours you have to be like machine to

do prospecting on daily basis. On the very
first cold phone call you should not have
any selling pitch and idea should be to give
them some value to get the appointment
for next call or meeting. Make yourself to
get addicted to eat that ugly frog in the
morning as said by Brian tracy which is
prospecting for two hours to generate the
leads.

Prospecting is the purposeful activity and

this is to be done every day. If you are in
the coaching & mentoring business, you
can use the following qualifier to
separate your prospects from suspects.
By doing this you will be able to save your
thirty to forty minutes of time from each
lead, which you will spend to qualify your
prospect: So to understand the
requirements of your buyers completely
you can ask them to fill a form like google
form before actually going on any real
call for consulting. For example you can
use the below format.

To understand your requirements

and commitment please fill this
qualifier form-

1. Are you committed to change?

2. Are you prepared to put in necessary
efforts to change your results?
3. Are you prepared to invest financially
if there was an appropriate solution
to help/enable you with change?
4. Do you have a sense of urgency
around taking actions?

Now in fact if you are in to B2C products

this is better to have a qualifier form like
above and get this filled. From there you
can get your real prospects by separating
the suspects from the lead generated by
your marketing team. But to these
suspects you can give some very low
value products like your E-book or you
can send them the link to buy the book
through Amazon. By doing this you will
be able to nurture them for the future
businesses.

In addition, as mentioned, this is very

important to check the ability to make
payment and willingness to buy. These
both qualities are important and should
be present to qualify a lead in to a
prospect.
Now to generate the consistent leads
broadly there are two methods

1. Hunting
2. Farming

 hunting

Prospecting is the purposeful activity and

this is to be done every day. If you are in
the coaching & mentoring business, you
can use the following qualifier to
separate your prospects from suspects.
By doing this you will be able to save your
thirty to forty minutes of time from each
lead, which you will spend to qualify your
prospect:

So to understand the requirements of

your buyers completely you can ask them
to fill a form like google form before
actually going on any real call for
consulting. For example you can use the
below format.

 farming

Prospecting is the purposeful activity and

this is to be done every day. If you are in
the coaching & mentoring business, you
can use the following qualifier to
separate your prospects from suspects.
By doing this you will be able to save your
thirty to forty minutes of time from each
lead, which you will spend to qualify your
prospect:

So to understand the requirements of

your buyers completely you can ask them
to fill a form like google form before
actually going on any real call for
consulting. For example you can use the
below format.

 master
cold calling

The important thing to note that in the first

call with your prospect you just connect
with them and give some values to them
without having expectations in return.

This is very important to have a minimum

two hours of daily first in the morning
dedicated to contact and connect with your
prospects. And this is very well known fact
that one who spends more time in
prospecting and marketing they never have
shortage of customers. But as Brian Tracy
mentioned in his book eat that frog first in
the morning.

Since the prospecting is only place where

your customer has the power to reject to
your offer and idea. So this is very natural
that you will try to creatively avoid the
interaction and you will do everything then
the prospecting.


So this is very important to complete this

activity first in the morning from 9 AM to 11
AM. So when you are doing this just have
your phone, Laptop and one note book on
your table and work like a machine for two
hours. You can make direct call, you can
send the direct message on Linkedin,
Instagram and do the follow up to the
previously contacted prospects.

But this is very important to complete this

activity first in the morning without fail.
Just by doing this activities on daily basis
for just two hours will put you at much
better positions in your industry. So this is
very important that your calendar should
be full with details of prospecting and
should highlight this very important
activity for the business.

So this is very important to learn effectively

do the prospecting by you as well as by
your team. Because your business will
struggle for survival if you do not have
sufficient customers who will buy from you.

So to talk to your prospect over phone this

is very important to practice in front of
mirror with full open mouth and practice it
so that this becomes very natural when you
are calling one to one or you are sending
the direct message to them.

Here is the winning formula to generate

quality leads though major hunting
methods.

Why cold calling is important?

1.It builds courage
2.No courage no money
3.Saves money on advertising
4.Improves dealing with people

Why people don’t do cold calling?

1.They believe there is easier way then cold
calling to generate leads
2.You don’t value your own time
3.Your mental conditioning
4.People are afraid of rejection
5.You prefer advertising over cold calling
6.Your own connotations about cold calling


Cold calling checklist:

1. Be honest, transparent &

straightforward
2. Be interesting
3. Believe you can sell on every call
4. Identify & solve problem
5. Be logical & structured
6. Be respectful
7. Be enthusiastic
8. Be Memorable
9. Be entertaining
10. Have 3rd party data ready to show while
calling

How to define cold calling contact? Meaning

when would you say that you really made a
cold call to a prospect and this was a real
contact made over phone. This will be
called a real contact when you achieved
any one of the following -

1. Spoke to decision maker

2. You left voice message with decision
maker
3. You spoke with gatekeeper
4. You spoke with influencer
5. You left voice message with influencer


Now you can create your ever growing cold

calling list of contact by adding in your list -

1. Sold customers
2. Lost customers
3. Orphan customers
4. Buy new data base
5. Collaborative list

PS:- Always assume a call is cold even

though it appears warm & your list will
determine your ability to hit your targets.

Best way to make cold calling preparation

to guarantee success -

1. Identify the decision maker( Their

interest, Problems, Identity)
2. Problems related with business & their
industry
3. Seek your common ground ( Facebook,
Linkedin & so on)
4. Connect with influencer

The elements in cold calling script which

are key to become successful -

1. Script is like your google map

2. Duplicate your script exactly
3. The script is about customer
4. Keep it simple word to word
5. Persist until you validate the script

Eight ways to guarantee your success on

cold call-

1. Believe you are offering 10X values then

price
2. Believe you can sell to anyone
3. Be willing to call until one of you gets
eliminated
4. Know your script stone cold
5. Don’t be discouraged
6. Believe that you’re the lowest & best
price (not necessarily cheap but overall
value)
7. Treat everyone respectfully
8. Never ever depend on single call

PS:- Don’t pass-on the gatekeeper, influence

him to take you to the decision maker to
close your sales.


Five steps sequence for prospecting and

you need to have confidence, enthusiasm,
and not only one of them:

1. Address them by their name :Hi

Shubham
2. Introduce yourself:This is Amit kumar
calling
3. Tell them why you are calling:to book 40
minutes one on one session with you
4. Tell them reason but start with because:
-Because I am specialized in coaching &
mentoring small business owners to
enable them to come out of out of
stagnation in their business and double
their sales in next six months. We help
to double the sales in six months by
implementing seven ninja steps sales
process innovated by ARSales
University.
5. Ask them what you want:We are locking
a meeting at 5 PM on 30th-Jun-2021
what about this date and time.

So important is to not to have any gap in all

the five sentences and complete it in one
go and practice it as many times as
possible. They may ask you what this is for
then you repeat the statement as in the
step no four (as I have unique solution to
help you to come out of stagnation in your
business and double your sales in next six
months by implementing seven ninja steps
sales process innovated by ARSales
university ).

In addition, before putting down the phone

tell them you are going to call them again
to check regarding the confirmation for the
meeting/call.

How to tackle cold call

objection/complaints

When you are making cold call and you get

various objections from the prospects. You
try to answer as per your knowledge and
wisdoms but you are not confident about
that. Therefore, what if you get the exact
script to handle these objections. Once you
handle this objection the way this should
be, you move ahead and get your prospect
to agree for meeting to see your product &
services.

Following are the some common deadliest

objections, which you hear over phone, and
the exact script to handle those objections.

1 . I am not interested

Your response -

Of Course, you are not interested, why will

you be interested, in-fact you do not know
me & I do not know you. The reality is if you
were interested then you would have called
me & I would not be calling you.

 Because you do not have enough information

to be interested in this point, so what about
allowing us to display our product benefits
without any obligation to you over a video
conference call today afternoon at 3.00 PM.

2 . I don’t have time

Your response-

I appreciate that you are busy, I agree with

you & I am with you that you are busy
that’s why I am calling you now. I know you
are busy & you don’t have time because you
are always busy & don’t have time so when
will be the right time except this time so
that you can give me 2 minutes of your
valuable time to tell you what this product
can do for you.

3 . Your price too much

Your response –

Yes I completely agree with you & based on

the information you currently have about
this product, is not even worth half of the
price which I told you. Therefore, allow me
to display what this product can do for you,
 so for a moment keep the money aside & let
us explore what wonder it can do to make your
life easier.

4 . I am already having source for this

Your response-

Hey I understand this is almost with

everyone they are working with someone
or using someone else product, you see you
have the need & some company is fulfilling
that needs. My goal in this call is to simply
provide you with enough information so
you can see that there might be another
alternative. Look I only need few mints of
your time to see if this would even be a fit
for you. Last thing I would do is waste your
time. If after a short conversation if you
don’t see the value then I will hang-up the
call myself

5 .Didn’t use the last one –

This is also a deadly objection when
prospect is not sure whether he will use it
or not. Now if you also have the mindset
that you did not use many items in the past
in that case you will not be able to
persuade the prospect with inside out.
 So before fixing the mindset of others this
is important to fix your mindset first and
you can use the following script –

Let me ask you when did buy something &

you did not use that? Because you did not
use last time does it mean you will not use
this time as well? Tell me something, when
you bought something & it did work for
you? Tell me something you bought long
time back & you still use it ? Tell me about
one book & program you finished it and it
added enormous values to you?
You might have bought 100 things but you
did not use all of them. But this is better to
focus on things which you bought & you did
use them again & again. There are plenty of
things at your house right now which you
are not using like your food in the fridge,
your car, your so many dresses but you use
them when you need it, isn’t it?

Therefore, what I am trying to tell you is

that you use the things when you want to
use it but that has to be there with you so
that you can use it when you want to use it
& enjoy the benefits. So let’s do it
 Webinar
This is a method to bring your prospect in
to your universe by offering free webinar or
by asking them to make a small payment
for this. Idea is to add huge value in the
given time, which they have not come
across in their life till now. Therefore, you
give them the powerful insights and
information, which will help them to look
at their life and career from entirely
different angle. When I started my self-
development journey, I attended many of
them. Theidea is to add values to people’s
lives and make them think that if they will
spend more time in your universe they will
learn more and grow more. The important
points to consider for successful webinar is
as follows. This example is considering the
coaching & mentoring business but this can
be fine-tuned as per your industry
requirements.

 Points to be considered for successful

webinar and to be told to your audience in
the webinar -

Be clear on what you want to do

Choose your platform (Zoom, Google meet,

Microsoft meet etc.)

What kind of experience you want to give

to them

You should be high on energy

How much value you want to give (45 mints

to 5 Hrs)

Tell them what you want to achieve from

this

Make them realize that half knowledge is

dangerous

Why should they stay until the end?

Give reasons to stay till the end

Talk about the problems

Talk cause of the problem

Engage with them take their names

Tell solution what you have

Just positioning alternative they have

You cannot get complete solution in

webinar

Stacking: give bonuses while selling the

next product

Pricing (tell them from great news to good

news and finally amazing news)

Take them on emotional journey (What

they will achieve once they have it)

Create the sense of urgency (People take

decision for limited offers)

Summarize the benefit of benefits

Farming Methods
of Lead
generation
In the farming method the networking is
also one of the best ways to generate the
organic leads, which takes time, but worth
investing time. In this method, if you get an
opportunity to address the audience at the
networking events this is the best way to
establish your authority. Once you do this
on regular basis, you will have authority in
your space and will get various leads from
that.
Now once you have the lead next step is to
qualify the leads. This step is also called the
fact-finding or intelligence gathering and
then take them to next step and finally
close the sale and get the payment and
make them your lifetime client.

Now I am going to explain the five steps

sales process in sequence, which is nothing
but your buyer’s journey from prospects to
customer to become your client.

Steps of Sales Process

First Step

Qualifying the leads or Fact finding and

intelligence gathering

The purpose of this step of the sales

process is to find the dominant motives of
prospects, which inspires them to make a
buying decision. What is driving them to
check about the product today? It is the
fact finding that sets the tone for closing.
 So now to understand the real needs and
wants of the prospect and to assess
whether they need what you have. This is
very important to ask quality questions and
get the quality answers for your questions.
Because time kills the deals so quality
questions & quality answers controls the
sales and shortens the sales cycle.
Therefore, the qualification of the leads are
done based on asking questions to
understand following.

Need : You try to understand exactly what

problem they are going through and how
urgent they feel to solve the problem. How
much pain they are feeling by not solving
the problem.

Time : Next set of questions should be to

understand when do they need. Do they
want to solve the problem today or after
one month or after one year

Money : Do they have the right budget can

they afford the solutions which you have to
offer. Ask them about the last purchases &
about the similar products or services.
Understand what kind of budget they have
in their mind.
 Decision makers: You need to ask apart
from him who else will be influencing the
decision because if he has to go and
influence his people, he will not be able to
do it the way you can do it and close the
deal. So never, leave this unanswered and
get answers of the questions.
Apart from above asking about their last
purchase like what your current product is
not doing for you which you want this new
product to do it for you will be very
important one.

21st Century fact finding best practices

You don’t ask questions because you feel

you don’t need to intrude. When you do not
ask that shows you do not care & also
shows you are not having interest in your
buyer. The important questions, which you
should practice to ask are –

Why did you come today?

What is more important to you?

Who else is involved in decision-making?

 I understand you are the only decision

maker but who else can influence the
decision.

Why today? Why not yesterday or

tomorrow why now?

When you ask above questions based on

the products and industry, you are
operating in to. This shows that you are a
professional and you know how to
understand the urgency of the customer.
This will help you to suggest the right
products. By asking questions, by clarifying,
you speed up the process for you as well as
to your probable buyers so that they can
save time & energy, which can be used to
accomplish some other tasks. Important to
note is if you cannot get people talking
when you ask questions then how will you
make them to sign the contract. If you love
your product, love your company, love your
family, love yourself then you will ask
questions. So this is important to role play,
practice & drill with questions which are
relevant today.

 Also this is important to not to ask

questions which unnecessarily offends your
buyer and will not serve any purpose of
yours. So this is important to not to ask
following questions

Are you committed to buy today?

Are you gonna buy today?
Are you ready to sign confidentiality
agreement today?

Questions are to be asked to qualify the

prospect and not to derail the discussions,
as idea is to understand the wants & needs
and urgency of the problem. So this is
important to know the why, the what and
the how. So asking questions like what do
you want ? Why do you want it & how do
you want it ? What’s the most important
thing for you to make buying decision?
What’s the single most important thing for
you?

This is very important to know that people

buy because of only two reasons

1. They fell in love with the product like I-

phone, rolex watches, expensive cars
etc..
2 . They want to solve some problem or one
problem

So this is very important to understand

what problem they want to solve and how
soon they want to solve and how would
they like to get this solved?

Second Step

Product selection & Demonstration (Also

called Sales presentation)

So now, once you have qualified the lead that

he is suitable for your products and services
and you will be able to solve his problem with
your solutions. Then the next thing is to select
the suitable products and services what you
have to offer and give them the different
choices to make. So now once you have
selected the product. Next thing is to
demonstrate the benefits of the product and
services which is solving his problems and do
not get in to explaining the features of the
products which is of no use. One thing to
remember is always show the features
attached with benefits and advantages. If you
are not sure of distinct benefits about a
feature better not explain the. Important thing
to remember is do not create the information
fatigue.
Third Step of Sales Process

Negotiation & Close

Now this is the step where you actually

propose your prices (offers) to your
prospect along with the benefits of the
products and services. Now the thing is if
you have done an excellent job in the first
two stages this step will be much smoother.
The major challenge is that the sales people
donot do the great job in the above two
steps and hence the third step prolongs
more and deals closer take time.

But the thing is many times sales people

are afraid of asking the order and close the
sales. The most feared part in the selling
process is negotiations and closing –as per
survey

Closing is a service by the sales person to

help the buyer to make a decision to go for
it.

Following are the call to actions, which can

be used at the time of closing -

Let’s do it
 Please sign here
Let’s roll
When do you want it

The negotiation and closing takes 20% of

your time but ensures 100% of your
income. So this is very important to become
lethal at this step of your sales process.
Again, closing is a service whereby you are
aiding (helping) someone in making
decisions to exchange something of value
with you.

In order to close anyone the probable buyer

must be

1. Sold on the products completely

2. Trust you and your company as a very
credible source
3. He or She should be a decision maker
4. Should see more values in what they are
receiving then what they are paying
5. Should be financially qualified to make
the purchase
6. Be closed by you

 Why do Sales people fear closing?

1. They have outdated approach

2. Misinformed about the simplicity of
selling
3. Fear of being pushy
4. Fear of getting rejection
5. Lack of tools and relevant knowledge

Top ten reasons why you do not close more

and more sales frequently

1. The close was never attempted –

The main reasons for this is fear of

rejection meaning not willing to fail. This is
said that people who are ready to fail and
learn the lessons are great closers. To be a
great closer you have to be in the game
always meaning you have to keep following
up creatively with the prospects. The price
myth is also one of the reasons, which keep
the salesperson not to attempt the closing
thinking the price is higher. They do not
push for the decision and they consider it
offending .
2 .Pressure is perceived to be “bad” thing

There is a common notion in society that

demanding someone something is bad.
However, if you are completely sold on your
products and services and if you feel that
this will change someone’s life then you will
be insistent. You will not listen to the
society norms as you know that you will
have to push people professionally and you
need a bit of pressure to make the buyer
press the buying decisions. People who are
sold on products and ideas they perform
under pressure. Therefore, if you are living
for bigger purpose in your life then you will
pursue hard and you will do whatever it
takes.

3 . Emotional discomfort (unwillingness to

deal with emotions)

This is very natural that whenever this

comes to take a high value purchase
decisions many people get emotional in
situations of negotiations, agreements,
decisions making. You being a professional
sales person your job is to do not get
sympathetic in these scenarios and stay
strong. You can acknowledge the emotions
of the buyer but are not carried away. This
is important to handle the people logically
in the closing. Being a professional closer
your job is to remain calm, stay interested,
continue negotiating & don’t react.

4 . You are not completely sold on your

products

This is also one of the reasons at your

subconscious level, which prevents you to
close the sales. So this is very important that
you will have to believe more than anyone else
in your products and services.
 You have to believe that this can change the
lives of the persons who is going to own it. So
this is very important to believe that in every
exchange there is a sale. So you have to be
closed to close others on your ideas, products
and services. So if you have any small doubt
about self-believability about your products
and services. This is important to rehabilitate
yourself to have a complete faith in what you
are selling.

For having a complete confidence level in your

offerings, some of the things, which you can
do, are-

Collect success stories and testimonial from

your sold customers that will give you
confidence for yourself. Build an evidence
manual, which will have your various
customers’ testimonials either in text form or
in the video form. Stay sold on your products,
be fanatic about your products and services.
Whenever you have any doubt about yourself
and on your products see the testimonials and
evidence manual this will boost you to create
more such experiences.
5 . Incorrect estimations and assessment of
efforts required to close a buyer

This happens when you are not prepared

fully and you come across odd variables. I
experienced sometimes in case of complex
sales where various stake holders are
involved and undermining the influence of
some of the influencers. So if you have not
sold to all the possible decision makers and
influencers this will be difficult to close the
sales. So this is very important to practice,
drill and rehearse with your colleague and
team members and exhaust all the possible
obstacles which you may face during the
actual faceoff with your probable buyers.

6 . Being too reasonable

If you are reasonable, you will get

unreasonable results. If you want
unreasonable success you will have to take
unreasonable actions, close sales, put
pressures sell more. Idea should be to create
life & not to survive in life.
 Have bigger goals in your life finish the
unfinished task no matter whatever it
takes. Be unreasonable to close urgently.
Create the urgency to close, as mentioned
people are tend to postpone the decisions
which is a natural instincts of human
beings. So practice to create the urgency by
bringing the future pain and pleasure to
your probable buyers so that they will take
decisions.

7 . No personal financial plan

If you believe there is shortage of money

and only a specific set of people can earn
the kind of huge money then this will not
add fuel to grow more. So this is important
to have your financial plan in place this will
motivate you to close more sales. If you are
a bill collector, you will not close more
sales. The best closers are purpose driven
so have a purpose of your life this will give
you bigger reasons to close more sales.

So you can decide on monthly how much

money you would need to design a financial
freedom which will have major heads as
follows.

Debt

Investments

Liquid reserves (For six months)

Charity

Expansion fund

8 . Objections that are complaints

Differentiate between the objections and

mere complaints. Many a time’s people
keep talking and complaining you don’t
have to worry as people complain for so
many things for the sake of it. People may
complain weather is bad; government is
not working infrastructure sucks and so on
so forth.
 Since people in general have the habit of
complaining, so first time when you hear
any objections consider it like an complaint
and listen to them, acknowledge and agree
with them but not required to act on them
immediately. The best way is to treat all the
objections as complaints until you further
validate it. Your buyer may say price is too
high. So initially consider this as complaint
and you answer should be -yes I understand
and agree with you but let’s do it any ways.
Now when you validate a complaint you
turn it in to an objection. So if your
customer says I need to talk to my wife
then you answer can be I understand sir
and agree with you & if your wife is like my
wife she knows that you are here. So please
sign here and let’s do this. Your buyer may
say this is too much money and your
answer should be I agree with and you
knew it before coming here so let’s do it
this.

9 . Shortage of closing material (knowledge

about how to close anyone)

One thing is to keep in mind is that that

there are no born closers. So this is
important to study and practice. So this is
important to completely memorize,
rehearse and learn to speak with flow to
close. This is important to build an arsenal
of closing tools. A great closer is a great
problem solver. Also one thing is to know
whether you are too much on the products
and less on understanding the people as
people skills are superior to product
knowledge.

10 . The incorrect barrier

This is very important to be sure what is

required to close a particular buyer. This
may be possible that you yourself is the
barrier as you may have disagreements
with the probable buyer and conflict within
yourself and with your own products and
services.
 So this is important to write all types of
objections which your customers are
throwing on to you. Never make rash
decisions without understanding the
situations in entirety. This is important to
know that whatever happens to you this is
because of you and & due to your current
beliefs systems. You should know what you
focus on is what you attract. Take 100%
responsibilities of whatever happens to
you. Make a list of all the objections you are
facing & drill and practice to handle it to
come to an agreement with your
customers.

Now as you understood the top reasons of

not closing more and more sales now here I
am explaining about the rules of closing
and if you follow these diligently, you will
be able to close more and more sales. This I
have learnt from my mentor Grant
Cardone.

 1. Always be seated when negotiating &

closing –

There is a very famous saying present on

your feet & negotiate the terms from your
seat.

2 . Present your proposals in writing – “Talk

is cheap “

This is important to always present the

proposals in writing. Write all the
important terms, write down all
specifications, validate , verify in real time ,
disclose. Write down everything this gives
confidence to your buyer

3 . Clearly communicate your proposal

This is important to communicate with

optimism, communicate clearly &
confidently. To improve upon the self-
confidence this is important to record
yourself on video and audio and see it
analyze it and improve it.
 Ever since I started recording my videos
and when I compare my initial videos I can
see how much I have improved over a
period of time. So this is important to
practice and see the results. Everyone is
holding multi mega pixels camera and
instead of shooting yourself to improve we
do so many other things. So employ your
smart phone to improve your ability to
clearly communicate with your prospects.
This is important to know what are you
going to say and communicate loudly and
clearly.

4 . Make an Eye contact

Although this sounds very basic but still the

moment you make an eye contact and you
communicate clearly this shows a high-
level of confidence and convictions. The
important point to be kept in mind is that

Do not get distracted

A discipline is learned and so does making

an eye contact

Most people don’t make an eye contact

This separates you from crowd

This shows interests & confidence in your

products & services

Hold on when you make eye contact

5 . Always have a pen available

This is again a very small thing but again a sign

of discipline and this is learnt over a period. As
famous saying goes No ink = No deal. Invest in
a nice pen use nice things this gives a good
feeling and shows you are a professional
salesperson. Here I would like to mention as
any professional are equipped with their tools
so be well prepared and be well dressed.
6 . Use humor to relieve pressure during the
discussions

People connect through stories, so use

some stories or tell a story. Life reveals
through story itself. For example, you can
use this one during the meeting you can tell
your buyer that you are sitting on the
thinking chair so you should sit on the
decision making chair and ask them
humorously to exchange the chair if you
are sitting in conference room. Suppose
your buyer says your price is too high then
your answer could be I understand sir and I
agree with you and you know. Whoever sits
in your chair says price is too high. Here
important to note is that some humors can
be offensive so be careful in using the
humors. . Don’t make fun of anyone and if
you want they make fun of yourself and let
them laugh if this relieves pressure and
makes you to move one step ahead.

 This is important to use humors to create

positive feelings. People are more likely to
make decisions when they are less serious.
People want to be entertained so make the
buying process enjoyable.

7 . Always ask for one more time

The only way to wear out resistance is

through persistence. Weave one closing
techniques from one to anyone. Remember
this; winners never quit and quitters never
win so don’t quit. Pressure makes diamond
and when you see this in raw form you can
never imagine this can become so precious
and shiny and highly valuable. So ask for
the order 11th time because you do not get
if you do not persist further. Drill until you
become professional in closing and
objections handling.

 8 . Have an arsenal of closes available

This is important to have correct estimates

of efforts required to close a particular
buyer. Average sales people are having only
four types of closes available so if you want
to become lethal in closing you can refer
the closers survival guide by Grant Cardon.

9 . Always stay connected with your buyer

Leaving your buyer creates doubts &

uncertainty. Be in continuous touch and
connect with them. If you are not in
continuous touch with buyer this lowers
the perceived value, reduces customers
experience, extends the closing time. Be in
front of your buyer & get data & close them
don’t leave them. Staying with the money
will give you the close as your buyers are
source of your money so be in very close
contact with them as they are having your
money.
 And money likes attention and speed so
follow this principle and this will increase
your chances of closing manifold.

10 . Treat everyone like a buyer

This is very import to believe at your

subconscious level to treat prospect like
and always alike. Do not make them wrong.
Do not use slang to describe your buyers.
Collect evidence that they are buying like
their current buying patterns, what they
bought recently and ask them about their
recent purchases. Believe that every buyer
is a buyer.

11 . Always maintain positivity around you

and stay away from negativity

As saying goes, where there is will there is a

way. So this is important to remove all the
negativity that why you cannot close.

 This is important to keep the positive

ambience around. I stopped personally
watching news particularly negativity from
Sep’2020. I was very strong during the
COVID-19 second wave when there was
negativity all around. I started reading the
positive content listening to my mentors
and was maintaining a very healthy and
strong lifestyle in that time. So this is
important to practice so you can start
practicing to say following - we can work
this out, we can come to an agreement and
we can make this work out.

12 . Always know that you can come to an

agreement

This is important to control your head while

closing and particularly when customer is
negative and this is important to not get
carried away and control your positivity.
Negativity will always surrender to
positivity so practice being positive when
others are negative.
 13 . Always smile

No matter what the outcome keep smiling

this is one of the main qualities of
successful people in sales and business.
Practice smile and smile in any situation. I
had difficult time in smiling, as naturally I
am not a smiling person. Therefore, like any
other skill this can be practiced and learnt.
We come in this world crying and we learn
smiling here only. This is important to
surround yourself with people who are
strong and keep smiling irrespective of the
circumstances. Your customer may say that
your price is too high and with a big smile
on your face you can tell yes sir price is too
high and everyone who bought this told
same but they are enjoying this products’
benefits. You smile that’s why you become
successful and not the other way round.
Smile enough that people should ask why
you are smiling.

 14 . Always treat the buyer like they can

Treat people like they have the money &

they will be able to buy. This makes a big
difference. Treat them like they have
money & they will create money which they
don’t have. Create a buyer and if they lack
confidence then you have to aid by
inspiring them to make decisions to go for
it. Great closers believe in people.

15 . Always acknowledge your buyer

This is important aspect and irrespective of

any type of communications they make,
you acknowledge it. Important is to
remember and use following lines.

Thank you

I appreciate that

I got it

 I understand

I am with you

I agree with you

As principle says, acknowledge and close.

16 . Never disagree with buyer

The first rule of getting along with anyone

and particularly in sales is to always,
always, always, agree with the viewpoints
of your buyer to move ahead in the
discussions. In order to resolve conflict you
have to remove the disagreement.

17 . Always look for a solution

Nobody cares about what you can’t do they

only care about what you can do. So you
can practice of using the following
sentences more often while dealing with
people.
I will make it happen

I will find a solution

Find a way

Figure it out

Look for a solution

Always find the solution

What can I do

People appreciate those who never give up

18 . Care so much that you will refuse not to

close

Once you are completely sold on your

products and services, this becomes an
ethical reason for you to close people. . So
once you are driven by purpose you start
seeing selling as part of your mission.
. You get locked by helping them & you care
so much that you believe selling is actually
helping to make buying decisions because
after owing your services their life is going
to be much better. If you are selling Gym
membership and if you are completely sold
on the concept and you know from core of
your heart that anyone who joins, their
health will be transformed and his life will
be completely changed.

19 . Use your full arsenal of closes

This is important to sharpen your axe, keep

using it, and be fully prepared to use them
all. Know how to weave around the
different closing techniques.

20 . You don’t truly provide service unless

you close

This is important to remember that selling

is critical but closing creates economy so do
whatever it takes to close.
Different types of
closing
techniques

Self-close : Where customer comes and

buys without any resistance without any
push but this is a rare scenario.

Assumption close: In this style of closing if

you have done all the other steps properly
you feel that prospect is sold on to your
products. So you can directly ask like how
would you like to buy through card or cash.
This is very good closing technique and
worth trying to test whether customer is
ready to own the product or services
 Trial close : This is the closing technique
where you keep getting small agreements
from the prospect and later you can use the
assumption close to close the sale. This is
very good technique and used very
frequently. Suppose you are in refrigerator
sale, you are showing this to the couple,
and you ask whether the fridge space is
sufficient for you. If they say yes then you
move forward but if they say no go back.
Suppose prospect says yes then your next
question could be do you like this color.
Next question would be to ask them
whether they liked the star rating of the
product for lower energy consumption.
Next question could be did you like the
dual converter feature of the fridge. Next
questions did you like the digital display on
the fridge and they say yes. So this is
important to get at least five yes and then
you can ask them whether they would like
to pay through card or cash and close the
sale.

 So here exercise for you is to prepare a list

of minimum five questions which you
would like to ask your prospect and get yes
from them regarding your products and
services offered to them. So here important
is not to get only yes if they say no then this
is your duty to show them what they need
and if you don’t have then better leave it
instead of push the sales.

Puppy dog Close: In this process, you give

them one week and ten days free trial
demo piece and they are under no
obligation to buy this. But this is like
leaving your pet to your neighbour’s house
while going for a vacation and once you
come back they are not ready to give you
back as they create good affection with
them. So same works with your prospect
once you leave your demo piece with them.
I experienced this very profoundly in one of
the case I remember I left even a new
product piece at one of the premium school
for more than one month.
 One point in time they were not sure of
buying it. But I thought of leaving this at his
place for some more time and during that
period their management saw the demo
and got convinced by the idea. So they
bought almost sixteen nos of them. So if I
would have taken back that demo piece
from his place this would have been
difficult to close that sale. In the book The
influence by Robert B Cialdini he has
proved by research that once we do some
favor to someone and even if they don’t
have any obligation they feel obligated and
reciprocate the same in return which is the
human’s basic psychology.

Now or Never close : This works for

inventory close for limited period of time
and once you have declared that offer will
be valid until so and so date then you
should actually honour this and offer
should be valid until that date only.

 This technique fails and backfires once you

extend the validity beyond that the earlier
declared date and customers who bought
earlier feels cheated. So this is better to
declare the validity until which you sure of
clearing the inventory.

Objection close : As the heading says this is

about handling the objections and closing
the sales in this technique you have to keep
handling the objections one by one and
finally close the sale. Again, point to noted
is that if you did all other steps remarkably
well. Here you will get the fewer objections.
In this closing technique, this is important
to have a good knowledge about your
products and services and you should be
aware about the objections you are going
to get from customers. Important is to
practice the answers and rehearse it well
with your team regarding the kind of
objections you will come across and clarify
it beautifully to close the sale.
 Prescription Close : This is for the expert
sales people who knows inside out about
the industry and products and commands a
authority like doctors who is a heart
specialist or a brain surgeon. The expert
doctors understand your problem, even
diagnose with different tests, and then
prescribe the required medication or
surgeries, as he feels suitable for you. So
same way you understand the needs,
wants, problems, pain areas and prescribe
the required product and services to your
customer. For example if customer comes
to you for getting the centralized AC to be
done in his office and you are considered as
an expert in this industry. So what you do is
you understand the complete dimension of
the office and all other real scenario which
will prevail. So based on the complete
details gathered you prescribe the type of
AC installations to be done in his office. So
now if you can top this up with objection
close, demo close and now and never close
this will be amazing.
 Exercise:

Now at this point I would like you to

imagine the interaction between you and
your prospect & write down complete
conversation where you will try to use the
different closing techniques, which can be
used to close the sale. So once you practice
this with a written script and use this in
real time scenario you will find a great
results and you will start to produce more.

 Common
Objections in
sales

If the objections are not handled with right

approach and at the right time, the sales
will be missed out. So here are some of the
most frequently faced challenges by the
sales people, which stops the sell to
happen, or prolongs the sales closer cycle.
Now important things to note is that we
human beings often don’t want to take
decisions because of earlier bad
performance and poor decision making.
Our natural instincts want to keep us safe
and just survive and wants to keep us away
from any possible risks.

Now being a professional sales person your

job is to help your buyers in taking right
decisions for them. As saying goes, we buy
out of our emotions but justify to others
with logic.

If that’s not the case then how come for top

brand cars like Ferrari, Rolls Royce, Bentley
etc. people pay hundred times more than
ordinary cars.

Here are some common objections your

prospects will throw at you when you ask
for orders and you want to close them for
getting the agreement.

Prospect says I don’t have money to buy?

In this objection prospect actually tries to say

that he does not find value from the money,
which you are asking him to pay for it. But
here comes the mindset about the money and
if you have belief that money is very scarce
and difficult to earn more money.
 So you will find it difficult to persuade the
customer and you will stop at this point
and you will not move from this further.
But if you are someone who really feels
that the product what you are offering is
actually having the overall value much
higher than what you are asking your
customer to pay. Then you will try to show
that high value to him. For example,
consider you have only Rs fifty thousands
in your account and you get a very genuine
offer of a real state property worth Rs1 cr
and you are getting this at just Rs.2 Lakhs
and offer validity is only for today.
This is a real deal and you think that even
in worst come worst scenario you will be
able to sell it at Rs. 25 Lakhs at any point in
time. So here, will you not try all the
possible means to own that property by
borrowing from everyone whomever you
know. Yes, of course you will do it to own
that real estate property by any means.

 So now think of your products and services

and if you can showcase the manifold
values compared to what customer has to
pay for your products and services then he
will go to any extent to buy your products
and services. So to handle this objection if
you are from coaching and consulting
business you should always use the word
investment. So you can tell them I see you
are finding it difficult to find the money for
it but this is one investment which will help
you to improve your skills and will support
you to earn more money.. Now if you are
not investing for enhancing the skills then
do you have any solution to improve the
skills set which you are lacking and how
will you solve the problem. And if you are
from some other industry in that case you
can tell them that we have been discussing
around this for quite some time and now if
you are not going for this solution then how
are you going to solve the existing problem.
Suppose you are selling term insurance and
customer says they do not have money.
So in that case you can tell them that think
for a moment you are no more so how do
you think your wife & kids will take care of
themselves do they have any alternate
arrangements to meet the monthly
expenses and obligations.

Here the key to handle the objection is to

state the problem exactly the way
customer narrated the problem to you and
ask him how he will solve it and make them
think for a while.

Can you give me discount or price

correction?

You will face this one objection irrespective

of the products and services. Here
important is that if there is some minor
corrections to be done that is understood.
But if they are asking for very big discount
which is completely far away from your
normal prices.
 So to handle this objection you can tell
them that you are operating at this prices
with so many customers. So if you offer
such a low price which is not making sense
for you and since this is small market so
this will spread everywhere. . At the same
time, it will not be fair to the customers
who have already trusted in you and did
business with you. So you can politely tell
them that he is getting a huge value for the
prices which he is paying. So by holding on
to the price actually you earn a respect in
the customer’s eye and they will value you
for your product quality and services and
not consider you a seller based on cheap
prices.

Your competitor is giving me better deal

As you know this means customer is saying

your prices is higher. So now here thing is
you can sell only on cheap prices if you are
the only one at that price. But this is very
difficult and is a never ending process.
 Now this becomes very pertinent to sell at
the values and to have a bundled solution,
products and services and do not rely only
on one product. So that you can create
differentiation. Now in case of you
customer says your competitor has a better
deal. So to handle this objection you can
tell your customer that suppose we match
the prices in that case will you give me the
order. So now, once your customer says yes
I will give you the order. So now you can
continue the objection and ask customer.
Sir or madam can you please tell me why
would you like to buy from me if prices are
same. Then customer will come out with
justification that they know you better, you
understand their requirements and has got
the knowledge about their requirements
and there are comforts in working with
your team. So now you can tell that ,
Sir/Madam as you know there are certain
advantages in working with us and we also
value the business associations with your
company.
 So I would say that for a small price
difference you should not go for a supplier
about whom you do not have much
knowledge. Also you are paying some extra
to us because there is huge values attach
with that and same can be justified by you.

I don’t have time

This problem arises when customer does

not feel that problem is urgent to solve.
This kind of objection comes because of
two reasons. Either you did not make their
problem very clear to them or you did not
intensify the problem during the fact-
finding, intelligence gathering stage, and
your sales presentation stage. The thing is
everyone finds time for work, which is
important to him or her and he or she
focuses on it. People even don’t find time
for their families but do take out time for
the work which matters them most.

 So now when you encounter this kind of

objection you can handle it by telling them Mr.
prospect I do understand you are busy.
However, do you know that by not solving this
problem how much it is costing to you. Here
customer may say that it is not costing them
anything and after hearing this most of the
sales people go on back foot and do not take
this any further. But for a seasoned sales
professional next step will be to tell customer
that I do understand this is not costing you
anything now. But do you know this is
important to solve this problem now because
in the long term it will cost you huge money as
we are expert in this and understand the need
better. So here thing is if you have gone to
meet customer so this is very much possible
that they will agree for a small discussions.
Now here is your chance to make the prospect
understand how grave the situation will
become if action is not taken now. Consider
you are in the business of trade mill sales and
you ask customer how many hours he is doing
the desk job.

 He will tell you almost eight hours to ten

hours but he is absolutely fine. Here you
can tell him that I do understand that right
now you are young and don’t feel the need
but you know as we grow older muscle
strengths get weaker and slowly it can
develop into joint pain and back pain. But
people who are regularly running and doing
exercises are very less likely to develop this
kind of issues. So right now you may be
saving couple of thousands per month but
in long run how much you think cost may
be for getting a better treatment like knee
transplant. So now when customer starts
thinking about the impact of the problem
in terms of numbers. So it may cost
multiple lakhs of rupees for the treatment
and kind of pain associated with this is
unbearable. So this is very important to
take actions now and you can install this in
your office so that in between you can go
for trade mill walk say for five to ten
minutes and this will become a habit and
will take care of your health.
 So by highlighting- the pain and
repercussions of not solving the problem
now. You are actually helping the prospect
to take the decision now and helping him to
save him from future pain & exorbitant
amount, which he may have to spend for
medical expenses. So now, in this scenario
this is very important to be honest in your
approach while highlighting the pain areas
to your prospect. As I mentioned human
beings buy emotionally but justifies with
their logics. So here important thing to note
is that you have to be genuine in your
approach. Because as such people are not
interested to believe the sales people so
this is very important to be genuine in your
approach to make the customer realize the
future problems and create the sense of
urgency to take actions now and go for the
purchase.

 I will get back to you

When your customer says that they will get

back to you or they will revert. In my
experience and in general also they never
come back and research says this happens
in almost 90% of the cases. So now, what is
the solution for this important objection?
Now when I was new in sales and my
customer used to tell me that I would get
back to you. I used to wait for their call and
they never used to call me back and I used
to feel why did this so. But now when I
understood that whenever customer says I
will get back to you. That means either of
the two things. Either they did not want the
products and services, which I am selling,
or they have some questions in their mind,
which they did not want to reveal. They feel
that this may not be right to tell you on
your face what did they not like about the
products and services presented by you.
 So now whenever any of the prospect says
that I will get back to you. My submission to
them is Mr customer whenever anyone
says that they will get back to me there are
either of the two things. One either they do
not want the products or services which I
have to offer to them or they have some
questions in their mind which they wanted
to clarify. So please tell me what is that you
have to say about it. So now what happens
if customer does not want to say no to you
they will not say to you on your face. So
please give comfort to your prospect for
saying no if they don’t want the product
and services. So that they say no they don’t
want it so this will save your time which
you will be wasting just to follow up with
them on regular basis. But if they have
some questions in their mind which they
wanted to clarify so they will do so and this
will move the sales process further which
could have got stuck for days and months.

I will talk to my wife, my team, my partner

This is also one of the objections, which

sales people often come across from their
prospects. This question keeps the deal
hanging in the air for weeks and month
together and nothing happens for long
time. So now, whenever I face this kind of
situation there are two ways of handling
the objections. Therefore, in this kind of
situation you have to ask them before
explaining the products and services
benefits that who else will be involved in
the decision-making. This is very important
so that during the product demonstration
all the decisions makers should be present.
Because what happens the way you as
salesperson present your product and
explain no one else can do that. Therefore,
this will be better if all the decision makers
are present as no one else will be able to
explain or sell the idea, which you can do it.

 Therefore, in more than 99% of case if

prospects say that I will have to talk to my
people and if you have not demonstrated
and explained to everyone in the decision-
making. This will be very difficult to get the
deal closed, as they will not be able to
explain to them. In the current scenario,
you have so many ways to get involved all
the parties like zoom call or any other video
conference call, get all the stakeholders on
the same page, and explain everyone at the
same time. In case of insurance sales, this
is always important to ensure that husband
and wife both are present while you are
explaining about the products benefits and
coverage details as decision-making will be
much quicker compared when you explain
to only one person.
Another way of handling this objection is
that you can tell the prospect that you are
the person who saw the product
demonstration and understood about it.

So please tell me if you are convinced about

the product’s benefits or you have
something in your mind, which you want to
clarify. I will be more than happy to clarify
your doubts so that you can own this as
soon as possible. Also you can tell them if
they want to check with their family or
colleague in that case we can have a joint
call and I will explain to them. Since I know
the product, better so this will be better if I
explain to your people and this will make
your job easier as this will be difficult for
you to retain all the information. So let me
explain to your people and they will also
have the same level of understanding
which you have now and will speed up the
decision making process. So now if I
summarize the above objection handling
there are two ways- one is request them to
have all the stakeholders present during
the sales presentation.

 In addition, once you have done the sales

presentation it is very important to close
the sell and get the customer agreement at
the spot, as this is very easier currently to
immediately connect with anyone over
video call and involve all the stakeholders
and close the deal.

I can’t decide - what to do?

This is one of the objections, which

customers say because they do not trust
themselves, or they do not trust you. So
here important is to interact as openly as
possible to understand what is stopping
them to take the decision. People like to
witness the social proof, which is the
human psychology, and once they see some
people are already, using it this helps them
to take that decision. The social proof is a
method of influence, which is very
profound. In the book, Influence by Robert
Cialdini he has elaborated this concept with
his research results.
 Now when you face this kind of objection
from customer who says I do not know
whether I need this or not. Particularly in
coaching & mentoring business, the
customer says I am already having the
similar course and last time I took that
course but I did not complete it and my
money was wasted. So when you face this
objection this is always better to show the
testimonials to the customers. The video
testimonials are far better and gives the
prospect confidence to move forward.

Mistakes to avoid
in sales process
What I realized with my fifteen plus years
of sales experience and after learning from
Industry veterans that sales people repeat
mistakes by not following the sales process
in each and very interaction with the
prospect. This is like not following the
process of making the Pan cake and result
is you don’t enjoy the cake because this is
not complete. The thing is if you do not
follow the sales process in entirety you will
not be certain about closing the sales. The
only way to master the closing the sales is
to practice and rehearse. You repeat the
process so many times that this becomes
ingrained in your mind.

So you move from one step to another very

smoothly like water flows in the river
without any stoppage and blockage and
you will be completely sure why the buyers
have not bought from you.

The common top 10 mistakes to avoid in

sales process are as follows:

1. You have random approach and finally

you get lost and customer controls it
2. In the steps, you skip the step, as you do
not feel it is important
3. You skip the step to speed up the sales
process
4. You miss any part of the recipe in any
step & this will cost time and money
5. You get talked out of the step by the
prospect and they convince you to skip
6. You do not get answer to your questions
7. You do not ask questions and you just
answer the questions


8 . You give the price before even

determining whether the product will solve
the problem
9. You avoid the tough customers who are
professional and better prepared
10 . You are too mechanical because you do
not practice so much

In the sales process, this is very important

to avoid the above-mentioned mistakes as
being the salesperson you should
remember that sales happen because of
you. The first mistake you make is you
ignore the steps and you feel you can close.
You should always know at which sales step
you are. If you skip the step to speed up,
you remember you will have to come back
as customer will say you let me come back
to see the product once again. You should
ensure to get the answer of the questions
you ask them.

 If you ask them, how much you rate on a

scale of one to ten and they do not answer.
So this is your business to ask questions
and get the quality answer. You can tell
them you agree with them and you are with
them and get the answer.

Asking question- Like apart from you who

else should see the product demo and will
help you in making the decision. You are
giving the price prematurely without even
determining what is their need and wants
thinking this is going to sell your product
this is not going to happen. You avoid tough
customers who do not have time & who are
better informed. They resist control.
Competitors do not want to handle them so
you do. This is important to focus on the
tough customers, as they will be there with
you for longer time. The tough customers
are difficult to crack & competitions cannot
go them easily. So this is very important to
practice and rehearse so much that this
gets settled in to your subconscious mind.

 So this is very important to remember

these mistakes by heart. So that this should
become a red flag for you, which will keep
you alter if you are making mistakes.

Commit to the
steps of your
sales process
This is very important to commit to invest
in your self-development. This is very
important to make commitment for
following the steps of your sales process. To
become master at it you need to practice
and know the purpose of each step and this
has to do with giving the benefits to the
customer.

Every step should benefit the customer and

not only you. More you know about what
are you doing you will become best at it.
You should know the difference between
each step so that customer should get
benefited out of it. You need to make a
commitment not to skip the step. This is
very important to get the answer of the
questions, like when you ask customer -
would you like to pay in one time or over a
period of time. He may tell you I do not
know this is not an answer. You tell him I
know I am with you, I agree with you and
understand you do not know yet. But I am
curious to know that would you like to
make the payment in one time or over a
period of time. He may tell you again that I
do not know yet and you can tell him I am
with you and appreciate this but what will
be likely of making the payment in one
time or over period. So thing is if you
cannot get the answer of your questions
then how you will get the credit card of the
customer to get your payment.
 Next thing is you will have to handle the
questions of the customer like - what is the
price, do you have any other options in
that. So answer the questions and do not by
pass them otherwise this will create
hostility in the customer’s mind and will
halt the sales. This is very important to be
positive in everything even before you start
the step. This is very true that having
positive attitude costs you nothing but
having a negative one will cost you
everything. Your success, happiness and
bank accounts depend on your positive
attitude.

 The only one

reason you would
not like selling
This has nothing to do with whether you
are extrovert and introvert. This has
nothing to do with you fail, you get
rejected, people said you no. This is not
because of discouragement, you got hurt,
and you became lazy. The single most
important reason you would not like selling
has to do with whether you know really
how to sell like a pro. If you don’t like
something that means simply you don’t
know that thing most of the time.

 If you are asked to play chess and you say

that you do not like it that means you do
not know how to play a chess and has
never learnt it. Somebody says that I do not
like cold calling over phone and the same
person talks hours with the known person.
So to be good at any job this is important to
know how to become good at it. Like any
other skills sales is also a 100% learnable
skill. So this is very important to check
whenever you say you do not like
something just see whether you know that
thing. If someone says I do not like cold
calling that means they do not know how to
make an effective cold call and what all it
takes to become excellent at cold calling.
So only, reason if someone says I do not like
selling that means he does not know about
it & what he should know. This is very
important to know that do you know how
to do the job, which you are supposed to
know.

 You do not like rich people because you do

not know how to become rich and hence
you envy the rich people. If you are not
great at closing the sales that simply means
that, you have not learnt about the closing
skills. Just imagine for a moment that you
mastered the art of closing deals. You start
earning more, getting the trophies and
reward and you start loving it. You do not
like going to gym because you do not know
how to do exercise with the equipment.
Once you start going to gym and learn with
the help of instructor and you will start
liking it. So same goes with selling and once
you understand this and know this you will
start getting whatever you wanted in your
life and you will have life & lifestyle, which
you desire.

 I don’t have time

to learn skills

This is very fundamental for selling. The

most powerful man on this earth, the
greatest person and most learned person
has the same amount of time. This is a very
important thing to note that everyone has
same amount of time. We all have same 24
hrs per day, 168 Hrs in a week . The top
most athletes have same amount of time,
the top most businessperson has the same
amount of time. This is important to note,
on an average middle class people does
three hours of entertainment either on his
TV or on his phone.

So if this extra three hours which is almost

90 hours per month 1080 hours per year. So
now think if you start using even a fraction
of this time to learn on daily basis, to send
some more offers to your prospects. By
utilizing this effectively, you can change
your output and your results will start
changing. The busy person gets so much
done and the person who is not having so
much work will take more time to complete
the task. So this is very important to know
the inventory of time you have and how
you are using it. So if you think time is
money so this is your inventory and how
much you are using this for productive
work. The rich people buy jet not to show
off only, this is to mainly to do with saving
time and buying extra time to produce
more. They cannot go and wait at the
Airport to catch the flight and waste time
at Airport. Since this is time, which is the
biggest asset for them, so they know how
to spend it and where to spend it.

So if you want to make it big in sales this is

very important to know that- where you need
to spend your time which is money. So how
conscious you are to spend your time. So how
wisely you are using the time to make your
career. So dividing your time throughout your
day and how can you do more and have more
by being more productive. So what you are
doing in every hour and being aware about this
and how are you using it. So once you become
honest about spending your time like you are
careful in spending your money your life will
start changing. Whom are you going lunch
with. I remember in my sales career there was
a customer and my all the meetings with him
happened over Lunch and he gave all the
orders over lunch. So this is very important to
know that with who you are having lunch with.
So if you commit to yourself that you will be
having lunch with your prospect, customer,
clients & influencers. If you are always having
lunch with your colleagues, that means you
are wasting your time.

So once, you commit to spend your time

with someone who can help you to get
order now or will connect you with
someone who will buy from you later. So
once you start recording the time spent
and be conscious about that. The inventory
of time is the only thing you have to spend
on daily basis and spend it wisely so that
you will get a return out of it. So are you
wasting time in discussing with your
colleagues regarding the soccer, cricket and
any other sports. So taking the inventory of
the time and how do you spend it is very
important. So that you can spend it in such
a way that this is productive for you. Being
conscious about every fifteen minutes
spent and knowing your productivity will
take you to a very higher level in your life.
So quit saying you do not have time this is
important to control your time and produce
by producing more in less time.

Importance of
coach & mentor
I never thought of having coach and mentor
in my life until I met my mentors and
coaches from whom I learnt how success
works. As I mentioned in the previous
chapters I had an impression that after
formal education I do not need any
teachers in my life as I did not have any
experience and I was not knowing anyone
close to me who is highly successful and
having his personal coach & mentor. This
idea was foreign to me and I was paying a
huge ignorance cost for this. Now consider
your case and suppose if you deserve
earning at least rs. 1Cr per annum.

 But currently you are earning lesser than

that then the difference of your income and
rs.1 cr is the ignorance cost which you are
paying. Now from how many years you are
paying it and until when you want to
continue the same will decide how much
burning desire you have to achieve the
success. Once I understood this important
concept this blew my mind and I started my
success journey along with my mentors.

To highlight the importance of coaches and

mentors here I would like give some real
life example, which you can relate
immediately. As bodybuilding is a process,
similarly becoming champion in sales is
also a process. Now consider a case where a
person goes to gym and does daily exercise
and he develops good physique.

 Now consider a person who regularly goes

to the gym and has a certified and
experienced trainer who instructs for not
only exercise but also for diet plan which
he can integrate with some dietician. Now
you can decide who will have awesome
body of course the later one. Similarly, the
need of sales coach and mentors is
important to fast track your sales
knowledge and implementation for getting
faster results as time is money.

We very much appreciate that Indian

cricket team should have a very awesome &
superb coach in all the aspects. The top
class coach helps the team to perform at
higher level and win many trophies and the
credit goes to the coaches along with the
captain of the team. Now when we admire
so much about the coach for Indian cricket
team. But we never give a thought to have
coach and mentor for our own life and
career.

The problem is that the average and middle

class mindset people surround you & you
will not hear about these important
concepts for successful life.

The thing is concept of coaches & mentors

are only known to rich people, and they
keep becoming rich because they leverage
it efficiently. Now in the current era even
average class people are becoming family’s
first generation millionaire with the help of
coaches & mentors.

The amazing thing about the coaches and

mentors is that they push you very hard we
can very well see this in sportsmen &
athletes. They do it because they know that
you have huge potential and you are not
using it to that level. The coach & mentor
push you hard in the practice session so
that you remain cool & calm in real
pressure scenario and give your best.

 So just imagine you have access to a sales

coach who has got proven techniques of
performing at the highest level. So once you
are getting continuously trained on daily
basis you will be performing consistently in
the real world also. You also know that
even the star cricketer cannot hit all the
balls for sixes but still they have high
profile coaches to train them. The thing is
you will not be performing at the best level
at all times. But with the help of qualified
coaches you will be performing at a very
higher level consistently. The fact of the
matter is that everyone can perform much
higher than their current level, there is
proof that whenever anyone has broken
first time any record in the athletics or
sports after that multiple times new
records were made again.

 Acknowledgements
I would like to thank my Mother Asha Devi who
always inspired me to focus on my studies in
my childhood and even now when I am
focusing on coaching & mentoring business,
she encourages me to put my best. She always
struggled to support me financially to fund my
education and requested from everyone in my
relatives to support me during my engineering
graduation. Because my father was not able to
earn enough as he always had orthopedic
issues, which did not allow him to work for
long hours. But he was always supporting my
mother to keep a peaceful ambience at home
which helped me in putting my best of efforts
during my academics time. In addition, I would
like to thank my father Mr Murli Dhar singh
who tried his best to give us the best possible
support for our education in his best
capacities.

 I also would like to thank my wife Khusbu. She

is standing tall in all the odds of my career and
life. She believes in me more than she believes
in anyone else. She believes that I can reach to
very higher level in my career.

I also would like to thank my partner Mr

Rajeev Kumar. He is a highly ambitious human
being and a powerful soul. He is a solid
example of building a life based on real life
education learnt through experience. By
seeing him this becomes very clear that it does
not matter what has been your academics. He
started his journey as a door-to-door sales
person and became a master sales champion.
He is the one who keeps me pushing for very
high goals in my life and keep inspiring with his
own daring actions.

Also I would like to thank you for choosing this

book to impact your life & career. I hope you
got a huge value from this book and I would
like to see you in some of my webinar &
workshop soon.

 About the Author

The Author would like to interact with you

and have your feedback.

Get in touch and send him your review

WhatsApp: +91 9513388655

Email : [email protected]
Youtube :
www.youtube.com/Amitkumar10X
LinkedIn :
https://www.linkedin.com/in/amit-kumar-
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Instagram : Amitkumar10X

 About the Author

Amit Kumar is a sales expert, Author, coach

and mentor. His vision is to influence

millions of sales people and small business
owners with his content, videos &
knowledge so that they can generate
massive sales and live a life & life style,
which they desire.

He is on a mission to enable & empower

two million ambitious small business
owners so that they can double their sales
within three to six months by
implementing seven ninja sales techniques
& process innovated by him.

From childhood, Amit Kumar had a weak

self-image and low self-esteem and because
of this, he was feeling low self-confidence.
Because of this when he joined sales job in
2010 it took almost three years to become
reasonably good in sales.
 He was living an average life by doing a
sales job until sep-2020 when he met his
mentors. Once he met his mentors, he
understood the secrets of successful
people. Also he started learning from
several books like 10X Rule, Psycho-
cybernetics, 80% mindset 20% skills, sale or
be sold, impossible to fail, be obsessed or
be average , if you are not first you are the
last & many more self-help books, sales &
marketing books.

He saw lots of financial crunch in his

childhood. Apart from getting three times
of meals any other thing was a distant
dream to fulfill by his parents. His mother
had to borrow from several of her relatives
to complete his formal education from a
government engineering college. Even
paying for Rs.7500/- semiannual fees was
the most difficult for them in 2002-2006.

 He put a lot of hard work, completed his

academics, and was living a much better life.
But in mid-2020 he realized that he was living
an average and mediocre life after meeting his
mentors. The reason of living an average life
was he was thinking small and was not doing
anything for his self-development and growth.
He was not having any bigger purpose in life.
He understood that he can grow in his life to
the extent he wants to help others to make it
big in life and career. . He believes that if you
enrich other’s life your life will be enriched by
the universe, as this is law of nature like law of
gravity, which never fails.

He has got 15+ years of experience working

with global companies and has travelled
several parts of the world for his sales jobs.

Since he studied from hindi medium school so

his English communication was very poor
when he joined engineering college in 2002 and
his colleagues used to make fun of him.

 So he started learning and speaking English

but it took several years for him to improve his
English pronunciation. He shifted to Bangalore
in 2010 and from their his English speaking
started improving as being in south India
English was the only common language to
communicate with his clients and colleagues.
He learnt from Industry veterans about the
sales and also he learnt from world multi-
millionaire and billionaire sales mentors to
master the craft. He believes this is life time
process to keep learning and growing in your
life.

So now he is on mission to impact millions of

ambitious small business owners and sales
professionals with his knowledge and wisdom.
So you can be part of his Instagram handle
(#amitkumar10X & #ARSalesuniversity) and get
the daily dosages on sales and you can become
part of his any upcoming live webinar and
workshop to learn more to produce at a very
higher level in your business.