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Hi Jeffrey, I just purchased your new book on the 21.5 Unbreakable Laws of Selling. As usual, it’s full of amazing content. But as I read it, it generated three compelling questions I hope you can answer.
Q: What is the biggest difference between selling today and 10 years ago?
A: Three things have changed selling (and buying) forever – the Internet, smartphones and social media. The Internet sells trillions annually, and it does it 24-7-365. Customers can investigate, shop price, compare prices and values, and buy with one click – anyplace in the world. Social media is the largest one-on-one sales reference on the planet, and like the Internet, it’s keeping business (and salespeople) honest. And it’s making smarter customers. Smartphones have created access. Ultimate and instant access. Apps are the new Internet. And the combination of these three elements has changed the face and manner of doing business – forever.
What has changed is that salespeople have not changed. No personal website, no personal brand, no social media interaction and not taking advantage of smartphone technology.
Get heavily involved with the Internet. Make sure it serves your customers, not just your company. Get heavily involved in social media, and don’t just post – respond to comments, concerns, and praise. Use your smartphone to study your marketplace, transact business and post on social media. Ask yourself this: Is it easier to find and do business with you, or your competition? Got app? If not, invest whatever is needed in people and money to set and maintain a leadership position in all three areas.
Q: Why “21.5” unbreakable laws and not more or fewer?
A: I started with more than 50 laws that I had written and compiled over the years, and after weeks of study and deliberation, I pared it down to 21.5 through combination and elimination. These are THE hard-and-fast laws of selling. They cannot be broken, unless you’re willing to lose sales. These laws form the foundation for your selling success and your personal success. CAUTION: They are not rules. they are laws. Rules can be bent or broken, but laws remain steadfastly the same. BIGGER CAUTION: Reading the laws once will not make you great – re-reading, studying, and implementing them day-by-day will.
Q: What are the biggest mistakes salespeople make today?
A: I have interacted with hundreds of thousands of salespeople – that’s how my 21.5 Unbreakable Laws of Selling came about.