The Patterson Principles of Selling


“People don’t like to be sold but they love to buy.” by Jeffrey Gitomer, 1989

1. Think
Patterson believed that progress was the result of thought. Thinking, like any other action, is a discipline. You decide your own outcome based on your desire and self-determination.

Set aside THINK! time – make a THINK appointment everyday even for only 15 minutes. Write ideas no matter how far-fetched they sound – just write for 10 minutes straight.

2. Self-belief
Self-belief is the most convincing characteristic of a salesperson. Strong belief will make you a more innovative, creative salesperson with a burning drive and desire to help the other person buy. There is a big difference from a burning drive and desire to sell something. People don’t like to be sold but they like to buy.

3. Positive Mental Attitude is determined by You, Not Others.
To achieve a POSITIVE attitude, you must take physical, verbal and mental actions everyday. Read 2 pages from a positive book at the start of every day. When you are giving any form of communication or presentation, your attitude will shine through.

4. Boot Camp Separates the Salesman from the Wanna-be Salesman
“Industry is cheap. It is laziness that costs. It has cost many a bright man a bright career.”

Have you ever noticed that some people just look more alive than others? In my experience I have found that people who combine physical and mental exercise seem more alert and ready to sell and serve. And by coincidence also seem to be the ones who can make their enthusiasm and self-confidence contagious.

5. Survival is a combination of knowing and doing
What do you know? What are you doing?
Know why do you want to succeed. What is preventing you from doing what you want to do?
The biggest reason people don’t succeed is that they don’t expose themselves to existing information. Therefore, they don’t believe in themselves enough to succeed.

6. Studying.. the first discipline of knowledge
To master salesmanship, you must continually repeat messages and practice by doing in order to master the principles and the fundamentals that will lead to success. Training is an everyday occurence. Read about, study and listen to one new sales technique each day, and before the end of the day, try that technique out at least once. By trying it, you will see the real world application of what you thought might work.

7. Your Library is the Artesian well of knowledge
Training doesn’t get you to the top of your plateau. Education does. Training teaches you how. Education teaches you WHY. Knowledge is like any other addiction, is a drug.

8. Planing prevents wandering and provides direction
Direct yourself. Each day, create one single direction that you must achieve. Even if you ass falls off. Just one thing that at the end of each day you can say “I did it!” After a month, it will be easy to add one more thing. At the end of a year, you will be doing 10 things a day and accomplishing them all.

9. Use “Today Time Management”
Get the big things out of the way first, and the little things will disappear. If you want to double your sales, you must double the time you spend in front of people who can say YES to you.

10. Prospect for probably purchasers
How to prospect is equally as important as where to prospect. Proper prospecting prevents poverty. Call one customer a day and ask for their business.

11. Increase business connections to increase sales
The 5 basic rules of networking are go where the probable purchasers are, give first, dig in, be consistent and get to know people on a friendly basis.

12. Creating the demand converts selling to buying
Desire leads to demand. Create the need. Prove the need. Don’t just sell the product.

13. A Prepared demonstration means personalized!
If your presentation is perceived by the probable purchaser as relatively the same as your competition, then all that will matter is your price. If your presentation combines personalization and differentiation, you can win the sale on value. Differentiation is achieved by being certain that you ask questions and make statements that your competition does not ask or say.

14. Gain interest with information about the probable purchaser not the We-We.
In order toe arouse the interest of a probable purchaser, it is the responsibility of the salesperson to be interesting. Product knowledge is useless until you know how your product is used on the job to benefit and create profit for the customer.

If you walk in with information about you, they consider you a salesman. If you walk in with ideas and answers, they consider you a resource.

15. Questions lead to answers. Answers lead to sales.
Questions are the heart of sales. Want to get your probable purchaser to think? All you have to do is to ask questions.

16. Listening leads to understanding
There are 2 basic kinds of listening : listening with the intent to respond and listening with the intend to understand.

17. Less Sell-Time leads to more buy-time
If you let the customer talk long enough, they will see the purpose and value of saying yes. They will sell themselves.

18. Your message must be compelling as your product to engage the probable purchaser
The key to any sales rests in how well you engage the probable purchaser. In the beginning of a sales presentation, there are 4.5 elements that determine whether a sale will be made or not.

1. Rapport – Put yourself on the same side of the fence with the probable purchaser.
2. Need – Determine what are the factors to influence his motivation to listen with the intent to purchase.
3. Importance – The weight that a probable purchaser assigns to a product, feature, benefit, price or time frame.
4. Confidence – your ability to gain credibility
4.5 Value Transferred – Your ability to get the probable purchaser to perceive that he gains the most value by buying your product or service.

19. An objection is the gateway to a sale
Objections actually indicate interest and the need for more clarification or more proof on the part of the probable purchaser, and the salesperson’s responsibility is to provide it enthusiastically.

20. Selling is not manipulating; selling is harmonizing
Harmony is understanding, sensing the tone and comfort level of the probable purchaser. Here are a few guidelines that will work on any type of purchaser : never argue, never offend, never think or act like you are defeated, try to make a friend at all costs, try to get on the same side of the fence, never to have to remember what you said. Don’t lie.

21. Complete the sale with an agreement to buy .. and be certain to give them a receipt
There are closing strategies and tactics that you will find it effective.
1. Challenge the probable purchaser to do what is best for his business.
2. Let the probable purchaser have peace of mind that your service will supplement that process on their way to success.
3. Make a list of objectives for what the probable purchaser wants to accomplish after your product or service is in place.
4. Get the probable purchaser to be visionary
5. Commit to future action
– Make plans for after sale has taken place, before the sale is consummated.

22. Service is the reputation for the next sale
All customers need service. There are 5 divisions of services :
1. Service before selling (finding out general problems in the business now)
2. Service in selling (selling the proper machine to the merchant)
3. Installation service
4. Follow up service
5. Organization service

Give solutions, not excuses

23. Extra service leads to the “testimonial word”
Your biggest job is not to sell. Your biggest job is to deliver memorable service. Your customers can be walking, talking testimonials.

24. Referrals are better earned than asked for
The definition of referral is risk because someone is willing to risk their friendship or relationship with another to have them contact you for a purchase. People are only willing to risk when they are confident and comfortable that the risk is low and the possible rewards are so high.

25. Testimonials will sell when your salesman can’t
A collection of video testimonials will go further than any other sales tool times ten.

26. Advertising brings awareness. Testimonial advertising brings customers.
Testimonials provides proof that your product is what you say it is. It strengthens the loyalty bond between you and the customer in the ad. It is the only proof you got. It reduces the risk of purchasing. It deflates the competition.

27. Competition means prepare to be your best.
Treat competition fairly. The goal is to separate yourself from the competition and from everyone else.

28. Recognize and thank those who have helped you succeed.
Take the time to acknowledge the people who have helped you succeed. Some will be readily apparent, but others may have seemed to have been against you when they were just trying to help you help yourself.

29. To get loyalty, you must give loyalty
There are 4 pillars of loyalty : loyalty to your company, product, customer and yourself.

30. Decide… It doesn’t matter if it’s right or wrong.. decide!
Patterson took calculated risks. Postponing a decision comes from lack of information, confusion or disorganization.

31 You become known by the actions you take. Take ethical actions.
There are 5 questions at the heart of ethics in the selling process. They must be asked every time a sale is being proposed.
1. Is this in the best long term interest of the customer?
2. Is this in the best long-term interest of my company?
3. Is this the best long-term interest of my career?
4. If I were the probable purchaser, would I buy?
5. Is it something that would make my mother proud?

32. If you have done your homework and prepared well, it will be evident in your sales report card.
Weak sales people look at quotas and become fearful. Mediocre salespeople look at quota as a goal. Great salespeople look at quotas and laugh. List the 5 fundamental things you need to do every day that will assure that you make a sale. Repeat them each day no matter what.


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