If you are interested in improving your sales, then you just might be interested in a book I requested recently from Kelly McCormick, author of Outsell Yourself: Go from Hello to Sold With Ethical Business and Sales Techniques. Kelly’s book came highly recommended by a friend and I received a review copy just as I was leaving on my vacation, where I read The Diamond Cutter and Karmic Management, two books that focus on doing the right things in business and in life.
So, if those two books were a little too spiritual or heady for you, then Outsell Yourself might be a better fit. Outsell Yourself is a sales and marketing handbook and survival guide in about 200 pages. This is a book you’ll want to pick up and take on your next business trip to read on the plane. Don’t be surprised if you make the sale after reading what’s inside.
Why Kelly Wrote This Book and Why You’ll Appreciate it
I always take the time to read the table of contents and the introduction to books. It makes me feel like I know the author a little bit better – and boy, do I relate to Kelly’s feelings about sales. In her introduction, she writes:
“By age 35, I had launched three successful businesses, but I hated to sell. Whenever I thought about selling, what came to mind was manipulation and guilt. Persuasion seemed to drive the deal. At the end of the day, I’d walk away feeling like I’d sold a piece of myself just to make a living. Yuck! … I had to find a way to be myself and still pay the bills.”
If this sounds like the thoughts you have about selling, then keep reading and see if the book resonates with you.
A Quick Tour of What You’ll Find Inside Outsell Yourself
The table of contents leaves nothing to the imagination. In fact, this is one of those books where you can scan the contents, circle the topics or sections that interest you and read a section or two at a time -– maybe in between meetings.
Chapter 1 is really an introductory chapter. It’s filled with short, snappy paragraphs that pique your interest and get you thumbing to the chapters that interest you most. At the end of Chapter 1 you learn that OUTSELL is really an acronym for:
Open your mind to success
Unleash your real value
Tap into your client’s buying motivation
Sell without selling
Lead with your best solution
Listen to hear YES
As you read through the book, keep these elements in mind. There is a chapter for each phrase and lots of stories and insights to inspire you.
Here is what jumped out at me from each chapter:
- Open your mind to success. Are you an FM (Focused Manifester)? What you think is what you’ll create. Stop thinking self-defeating thoughts and focus on high-producing thoughts.
- Unleash your real value. When you believe in the value of your products and services, so will others.
- Tap into your client’s buying motivation. A trusting relationship moves buyers past any concerns about price.
- Sell without selling. Have a discovery dialogue that gets you into your customer’s world and builds relationships.
- Earn the right to proceed. This chapter is about listening. Kelly says, “Listening carefully can increase your income; sort of listening can cost you sales.”
- Lead with your best solution. Let your customer write the proposal. If you’ve been following the steps so far, your clients will be eager to put their own solution together.
- Listen to hear yes. Don’t be afraid of objections, it means clients are looking for a reason to say yes.
Who Should Read Outsell Yourself
Outsell Yourself is ideal for the first-time business owner or entrepreneur who has no experience in sales or marketing. Everything in this book is practical and easy to do. Each chapter has tips, summaries and guidance to get you through any rough spots. I also love that it’s a small paperback you can easily tuck into your computer bag or briefcase and carry with you. It’s a great review tool just before that big sales call.
Even expert sales and marketing folks can stand to review a copy of Outsell Yourself. If you’ve been a working sales and marketing person for a while, nothing in this book will be new to you–but it will be a good reminder. For example, I know that my listening skills aren’t that great, and I can see myself reviewing that section before any meeting.
Visit the book’s website to watch a video of the author (@KellyMcCormick_ on Twitter) in action as she debriefs a call with a client and follows up with a terrific tip. Also take a peek at her blog for more sales tips and suggestions.