How to Boom In Times of Gloom
Striving to reach the top isn't just one of the important things a company needs to do, says sales expert Grant Cardone. It’s the only thing. If you want to safely navigate the ups and downs of a turbulent economy, he writes, being first is the only choice for individuals and organizations. In his book If You’re Not First, You’re Last, Cardone has compiled a series of steps for salespeople to ensure they are either on the top of the heap or working their way toward getting there.
Cardone understands what it takes to reach the pinnacle because he has built a successful career for himself. He set his goals high and then followed his ambitions to the top. He has turned his skills as a sales trainer into three multimillion-dollar companies. He founded Cardone Training Technologies and leads The Cardone Group. Online, he has built www.virtualsalestraining.com. With each of these successes, and his role as a regular contributor to The Huffington Post and FoxNews, Cardone has expanded his presence around the world to become a top sales trainer and motivational speaker.
Advance and Conquer
In If You’re Not First, You’re Last, Cardone describes difficult economic times as opportunities to dominate those who cannot cope with the negative. These are the times when complainers, crybabies and other negative thinkers learn how bad their ideas really are, he explains. Tough economic times are also perfect opportunities to take weak competitors’ customers and market share. This "advance and conquer" attitude permeates If You’re Not First, You’re Last. It also characterizes Cardone’s personal experiences as a salesperson who struggled at first but learned how to overcome adversity with diehard ambition and persistence.
The sales process Cardone describes throughout his book starts with the simple task of reactivating your power base. Everyone has a power base of friends, family, schoolmates, employers or employees who can be tapped as resources, customers and connections. These are the people who can help you grow your business during any type of economy.
Cardone explains that contacting with your power base, without selling anything, is an important way to cultivate connections who can help you when you are ready to sell your products and services.
The next step in Cardone’s advance-and-conquer sales strategy is reactivating your past clients. The simple process of contacting all of the people to whom you have sold in the past but who are not actively your clients is a great way to create future sales. One tip that Cardone offers is this: Take interest in these people. It’s not about sales. It’s about offering service and investing time and energy in the individuals who can help you succeed.
Throughout his book, Cardone presents smart tips like these along with many savvy ways to convert unsold customers, multiply sales through existing clients, price products and services, and deliver exceptional levels of customer service. While helping salespeople rethink their key assumptions about the entire sales process, Cardone presents a useful guide to improving sales that can help anyone gain ground in a fight to the top.