secreTs of Top sales professionals exposed!

Transcription

Their sales. having assembled fourTeen of ausTralia’s besT, we share
exacTly whaT They do To generaTe millions of dollars in sales every
year. so, wheTher you’re working in a sales role, are a manager looking
To increase performance, or a business owner seeking larger profiTs, This
book has all The quesTions and, more imporTanTly, all The answers!”
in
This
b ook
yo u’ll
learn...
4 Why the ability to sell is critical to career success
4 Special traits that all successful sales professionals have in common
4 How to effectively prospect for new business and overcome call reluctance
4 Specific questions you should ask to uncover the real needs of a customer
4 How to close more sales than ever before and receive dozens of referrals
4 Intelligent techniques to dramatically increase your average dollar sale
4 How you can earn $1 million a year as a top sales professional
f ea Tu ri n g
wri TT e n
m a T e r i a l
b y . . .
p a u l han n a (Author of You Can Do It! and You Can Sell It!)
Je n n y ca r Twr i gh T (International Telesales Expert)
wa y n e be r r y (Australasia’s Leading Sales Trainer and Coach)
ch r i s he l de r (Author of Stop Selling! and Streetsmart)
To ny ga T T ar i ´ d avi d cu n n i n gham ´ Terry lee ´ b elinda y ab sley
davi d sT au gh Ton ´ p aul To nich ´ kirsT y d unphey
le i gh far n e l l ´ Jo hn b lake ´ a ri g alper
The ‘Secrets Exposed’ Series is proudly published by
Dream Express Publishing. A division of
Dream Express International Pty Ltd www.SecretsExposed.com.au
ISBN: 978-0-9803086-6-2
Bh1354C3-PressProofs.indd 1
dream
express
secreTs of Top sales professionals exposed!
“This is a book for people who wanT To discover how To double or Triple
dream
express
secreTs of
Top sales
professionals
exposed!
$350
OF FREE
BONUS*
GIFTS
Featuring John Blake Belinda Yabsley Leigh Farnell
Tony Gattari Kirsty Dunphey Ari Galper and more
dale beaumonT
wiTh sTuarT Zadel & foreword by John rawson
8/6/07 2:29:52 PM
Disclaimer
All the information, techniques, skills and concepts contained within this
publication are of the nature of general comment only, and are not in any way
recommended as individual advice. The intent is to offer a variety of information
to provide a wider range of choices now and in the future, recognising that we
all have widely diverse circumstances and viewpoints. Should any reader choose
to make use of the information contained herein, this is their decision, and
the contributors (and their companies), authors and publishers do not assume
any responsibilities whatsoever under any conditions or circumstances. It is
recommended that the reader obtain their own independent advice.
FIRST EDITION 2007
Copyright © 2007 Dream Express International Pty Ltd
All rights reserved. No part of this publication may be reproduced, stored in
a retrieval system, or transmitted in any form or by any means, electronic,
mechanical, photocopying, recording or otherwise, without the prior written
permission from the publisher.
National Library of Australia
Cataloguing-in-Publication entry:
Beaumont, Dale.
Secrets of top sales professionals exposed!
1st ed.
Includes index.
ISBN 9780980308662
1. Selling. I. Title. (Series: Secrets exposed).
658.85
Published by Dream Express Publishing
A division of Dream Express International Pty Ltd
PO Box 567, Crows Nest, NSW 1585 Australia
Email: info@SecretsExposed.com.au
Website: www.SecretsExposed.com.au
Distributed in Australia by Gary Allen
For further information about orders:
Phone: +61 2 9725 2933
Email: customerservice@garyallen.com.au
Editing by Simone Tregeagle [simone@inkcommunications.com.au]
Layout and typesetting by Bookhouse [www.bookhouse.com.au]
Cover design by Jay Beaumont [www.thecreativehouse.com]
Illustrations by Grant Tulloch [www.tullytoons.com.au]
Printed and bound by McPhersons Printing [www.mcphersonsprinting.com.au]
Bh1354M00-Text.indd vi
7/6/07 3:19:50 PM
CONTENTS
PREFACE
1
FOREWORD
7
INTRODUCTION
9
PAUL HANNA
INVOLVE YOUR CUSTOMER
13
DAVID STAUGHTON
GENERATION GAP
31
DAVID CUNNINGHAM
GLOBAL VISION
53
JENNY CART WRIGHT
PHONE SELLING
69
PAUL TONICH
UP YOUR PERFORMANCE
89
TERRY LEE
FOLLOW THROUGH
109
BELINDA YABSLEY
CONSTANT CONTACT
127
TONY GATTARI
CONVERSATION IS KEY
147
JOHN BLAKE AND LEIGH FARNELL
IN THE GROOVE
167
KIRST Y DUNPHEY
DEMAND EXCELLENCE
185
WAYNE BERRY
LET ’S NEGOTIATE
203
CHRIS HELDER
PERSONAL IDENTIT Y
221
ARI GALPER
TENSION TO TRUST
239
FINAL THOUGHTS
Bh1354M-2ndPages.indb ix
255
7/6/07 11:38:23 AM
C O N V E R S AT I O N I S K E Y
Conversation Is Key
T O N Y G AT TA R I
You can always train and teach sk ills
(especially with great systems) but you can’t
easily instil passion. I f possible, wait for the
righ t p erso n an d do n’t j u s t g rab anyo ne.
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PROFILE
T O N Y G AT TA R I
Tony Gattari was born in Sydney’s outer western suburbs to hardworking Italian parents. Deciding early on that he didn’t want an
ordinary life, Tony graduated from the University of Western Sydney
with a business degree and secured a job as a co-ordinator of Harvey
Norman’s computer and communications division. Within a few years
he was promoted to general manager and increased the division’s
turnover from a healthy $12 million to a staggering $565 million.
At the height of his success, Tony left Harvey Norman and began his
own venture, Smartbuy (which later became Uniqueworld), in the field
of online retailing. It was during this time that Tony’s courage was
really tested, as he was forced to overcome technology stock crashes,
collapsed business partnerships, nervous investors and a myriad of
other problems. He quickly learnt that attitude to adversity was what
determined true success in life. Tony survived a ‘perfect storm’ of
market trouble and emerged as the CEO of a profitable technology
company, bringing nearly all of his original employees with him.
In March 2002, Tony stepped down as CEO of Uniqueworld to set
up a new company, Achievers Group Pty Ltd. Some of his large
business clients include, Cisco, Australia Post, Domayne, LG Electronics,
Mortgage Choice, Rebel Sport, in addition to more than 90 small to
medium-sized businesses.
Known as a ‘doer’, Tony is also a powerful business speaker who has
educated thousands of business owners around the world. He is
the author of Pillars of Business Success and has articles read by over
200,000 people every month.
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149
At age 27, you achieved one of your best sales with the chairman
of one of Australia’s most successful retailers. Can you explain how
you did this?
When I was working as a marketing analyst for Ricegrowers’ Cooperative
Limited, a friend of mine told me that I should approach Gerry Harvey,
the chairman of Harvey Norman, with a business proposition that I was
thinking about. So I typed up a 120-page business plan (which repeated
everything about five times) on how Harvey Norman could improve its
computer business. At the time, computers were located next to the toasters
and kettles at the back of the stores, and were not seen as a profit driver
for the business. It was doing around $12 million in sales for the group a
year, which was only about three per cent of total sales. A couple of days
after I sent the plan, I received a call from Gerry. ‘Tony, I’ve read your
business plan. First of all, you have repeated yourself five times and your
spelling is atrocious,’ he stated bluntly, ‘but I like what you had to say,
how about you come and work for me’. Well, I was knocked off my feet.
I just wanted to be a consultant who writes a report and gets paid for it.
I didn’t actually want to do the work. But I ended up accepting his offer
and spent the next nine years working at Harvey Norman.
During your time at Harvey Norman, it experienced some
explosive growth. Can you explain how you helped in achieving
this?
My team and I started the process of putting my plan into action by
moving the computers away from the toasters and kettles, introducing
some new lines, redesigning the layout and opening new computer
departments in existing stores. We were experiencing some growth, but
nothing really to write home about. I quickly learnt that while it was
important to have a plan, if the plan had no vision or direction then it
was useless. How can you achieve something if you don’t know where
you are going?
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T O N Y G AT TA R I
At the time, Harvey Norman was known
as Harvey Norman Discounts. In the eyes
H a r vey N o r m a n’s
of the computing and communication
marketplace, it was seen as a discounter
co m p u ter di v i si o n
and perceived as being cheap and nasty.
Not one of the big brands wanted to do
s al e s ro se f ro m $12
business with us and for our business to
m il li o n to $565
be successful we needed to leverage the
reputation of the big brands to build
m il li o n i n n i n e
credibility in the marketplace (credibility
ye ars.
builds trust and trust reduces fear in the
purchasing cycle). We sat in my office one
day, pondering how we could become
leaders in the marketplace and explode sales in the process. I wrote down
three words: Compaq, IBM, Apple (or CIA as they became known in
Harvey Norman). If we were to be successful, we needed three of the largest
computer names in our stores. We took this vision to the proprietors and
told them that in the next three years, Harvey Norman stores would be
stocking Compaq, IBM and Apple.
We provided full-page advertisements in major newspapers for some
of our smaller suppliers who supported us, and sent a copy to the CIA
companies with a note: ‘This could be you!’ We learnt very quickly that
companies love exposure, and what better way to put someone’s name
up in lights than with a full-page advertisement in a major paper? I
even went as far as actually sending purchase requisitions for stock
and following it up with phone calls to sales representatives. I would
say, ‘Look, your company is in the manufacturing game, and you need
volume to feed the machine. One day your boss will come to you and
ask why you aren’t selling to Harvey Norman. Why are we missing out
on this opportunity?’
Compaq, IBM and Apple eventually came on board and Harvey Norman’s
computer division sales rose from $12 million to $565 million in nine
years. We achieved our vision and our success put Harvey Norman among
the giants in computing and communications retailing in Australia.
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151
What are some of the practical things you did at Harvey Norman
to increase the amount of leads and foot traffic into your stores?
Gerry Harvey is a marketing genius. One of the greatest pieces of advice
that he gave me was, ‘If times are tough, market your way out of it’. Often
when businesses go through tough times, they wind down their spending
on marketing or even stop it all together. Harvey Norman changed the
landscape in Australia by maintaining double-digit growth when all of
its competitors were either shutting up shop or barely growing with
inflation rates. In one particular campaign that we ran to promote ‘24
months interest-free’, Harvey Norman touched every available medium
– television (including pay TV), radio, major press, local newspapers,
catalogues, letterbox drops and in-store point-of-sale opportunities. If
you read the paper in the morning, you would have found a Harvey
Norman advertisement; hopped in your car and turned on the radio
– another Harvey Norman advertisement; got your mail – Harvey Norman
catalogue; turned on the television to watch the evening news – Harvey
Norman. How could you not know that there was 24 months interestfree at Harvey Norman?
Creating leads is one thing, but how do you turn them into
dollars? What is your game plan for converting leads into sales?
While it is important to have multiple lead-generating strategies, the
question must be asked: what happens when all these people start coming
through your doors? At Harvey Norman we had a really simple game
plan for converting sales.
Commission structure – we paid our salespeople a percentage of the gross
margin for the product they sold. This meant that the commission earned
was much higher than their retainer. Some of our floor staff were earning
$80,000 a year. As you can imagine, they were highly motivated.
Staff training – you have to set your team up to win. We did this by
providing our team with some of the best sales training available. We
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T O N Y G AT TA R I
also found that in most of our successful stores, the proprietor would
organise additional sales training.
Product training – to be passionate about your product you must know
what you are talking about. This is not so that you can show-off in front of
the customer about all the technical features you know about the product,
but so you can isolate the benefits that suit the customer’s needs.
Recognising results – sales needs to be competitive, not so that everyone
wants to kill each other, but so there is a healthy competition. At Harvey
Norman we did this by recognising results at weekly sales meetings with
the sales staff and posting results on the communication board. We would
also send a weekly report ranking the best salespeople in the group. If a
salesperson was number one in a store, their next personal challenge was
to become number one in the country.
While working in such a big business, how did you test and
measure lead strategies to determine what gave you the most
value?
Many of the systems that we had in place at Harvey Norman are used by
most of the larger retailers in some shape or form. Each week we would
print the sales and stock reports and analyse the results in a sales meeting.
We would review each store’s performance, how each of the categories
performed, as well as, each of the main stock lines that were used in our
promotions. At the end of the meeting we would devise an action plan for
everyone to follow for the rest of the week, and, for any poor performing
areas, we would work on strategies to improve them.
The most successful strategy for reviewing results and improving them was
through the use of category steering committees. These meetings would
involve our best proprietors who would report back on what the stores
required to be successful. These meetings (held monthly or quarterly)
involved the buyer for each category presenting their results, and suppliers
who were brought in to discuss ranging and marketing activities, and to
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153
develop promotional activities for the category. Most of the changes and
ranges that you see in Harvey Norman are driven through these steering
committees.
In 1995 you ran a campaign that made front page and prime-time
news. Can you share what you did and the results it generated?
In 1995, Microsoft was about to launch its latest operating system –
Windows 95. In the computer industry this was like the second coming
and was what launched the success of Microsoft and Bill Gates.
With Australia being ahead of America for the launch, no one really
presumed that it would be big in Australia until the ‘real launch’ in
America. However, one day one of my proprietors came up to me and
suggested that we launch Windows 95 at midnight, so that we would be
the first company in the world to sell the program. I didn’t think much
of it in the beginning, but then I thought, why not? So I took this idea
to the other computer proprietors and they basically thought I was an
idiot. The greatest thing about Harvey Norman, however, is its culture
that allows people to try new ideas and then gives them some leeway
if they make mistakes. This is how an entrepreneurial company is built
– by giving people the opportunity to try new ideas and learn from their
experience. I also took this idea to the proprietors – they wanted to lynch
me! But I stuck to my guns and started to place advertisements in all of
the major media outlets and implemented an aggressive public relations
campaign. The proprietors threatened not to open, but I forced them to
anyway. This was going to work!
Midnight struck.
A mad rush of people, who had been
queuing for hours, fell over themselves
to get the new Windows 95 program.
All of the major television stations and
news outlets were filming the event and
Th e p ro p r i e to r s
threatened not to
o p e n , b u t I fo rce d
t hem to o any way.
7/6/07 11:38:47 AM
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T O N Y G AT TA R I
interviewing proud new owners of the program. The campaign also meant
that Gerry was interviewed by the Today show, where he proclaimed, ‘I
love Bill Gates! I wish he would bring out Windows every year!’
I believe that in business, we all have these types of ‘war stories’ that we
love to share. And let’s face it, people are fascinated by war stories because
they display an image of how an individual or a group of people triumph
against the odds. The principle behind each war story is the same – just
have a go. When I decided to launch Windows 95 at midnight, I could
not tell you that it was going to work, but I thought to myself, ‘Just have
a go’.
What are your top five techniques for improving conversion rates?
These are tried and tested techniques that I have used with over 90
businesses across the world. These conversion rate strategies can be applied
to any sales model.
1. Parkinson’s Law – according to this law, instant gratification is great
because the more you earn, the more you spend. When your team
member gets an increase in pay, guess what – they spend it! This means
that they enjoy their new lifestyle (with all of its trappings) and are
motivated to earn more money to support it, hence increasing their
conversion rates.
2. Set key performance indicators (KPIs) – don’t give money away without
some simple guidelines. Remember an increase in pay should equal an
increase in productivity. Measure the performance of your salespeople
by having indicators in place.
3. Communicate results openly – don’t be afraid to promote healthy
competition within your store. Post the results up where everyone
can see them and get motivated by their position on the ladder.
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155
4. Put the team before the individual – if you have a salesperson that is
bringing down the morale of the store, redirect, counsel, or remove
that person.
5. Review and change if necessary – every strategy that you put into place
should be reviewed in terms of its results. If you are not getting the
return on investment from the program that you have introduced,
don’t stop rewarding people, find a new program that will inspire
them.
One of your favourite sayings is ‘a good docket is a full docket’.
Why is this?
It’s better than an empty one (just kidding!). Businesses constantly focus
on driving leads or enquiries as a way to increase business. But what if
they focused not only on converting customers, but also on increasing
the size of each transaction? For example, if you did 1,000 transactions
a week and you moved your average dollar sale from $50 to $55, that
would be an extra $5,000 in sales without having to advertise or find new
customers. Some small businesses spend up to $3,500 in local newspaper
advertising, but none of them will achieve a sales increase like the one
I just described.
While working at Harvey Norman, what were some of the things
that you did to keep people coming back and purchasing more
regularly?
I believe that we were very in tune with what the market was looking
for because our steering committees provided a forum in which stores
could communicate on behalf of their customers. For example, when
housing prices went up, a lot of new homeowners were not able to
save and pay for items straight away. So we implemented ‘interest-free’
programs that gave them the opportunity to purchase items now and
pay later. The introduction of new products, especially in technology, was
used to entice people back into the store. We even offered trade-ins so
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T O N Y G AT TA R I
…treat the
customer lik e they
a re yo u r f avo u r i te
that people had a deposit for their new
purchases. Basically, we understood the
main drivers for why people purchased.
We knew what people were dissatisfied
with, and promoted to them in ways that
allowed them to purchase their dream
television or computer.
ce l e b r i t y, s p o r t s s t a r
or even your
g ran d ma !
Why do you believe that it is
important to humanise the selling
process?
When you interact with customers you need to get them to like you. Here
are three tips to get customers to fall instantly in love with you (well, at
least to like you!):
•
•
•
Be enthusiastic – emotions are contagious and if you’re positive and
upbeat, chances are it will rub off onto the customer.
Give them all of your attention – focus completely on the customer;
at that moment they are the most important person in the world.
Be friendly – treat the customer like they are your favourite celebrity,
sports star or even your grandma!
Computers are often regarded as an easy product to up-sell or
cross-sell. Do you believe that this principle can work for any
business?
People who say they cannot up-sell or cross-sell either lack the wisdom to
do so or only have one product to sell. It is easy to shoot something down
and define it as being ‘easy’ when they themselves are not performing.
For those interested in up-selling or cross-selling, my advice is to write
down your feature items and then list other items that can add value to
them. By that I mean:
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157
•
•
•
What can you sell that would increase the life of the product?
Create an overall package of associated lines that create a full
experience.
Where and what is the product going to be used for? If it is an outdoor
furniture setting you could sell a cover to protect it, an umbrella to
protect people from the sun, or an outdoor heater to use with the
setting in the colder months.
What do you mean when you say ‘flat salaries can only breed flat
performances’?
Time and time again, many business owners will find themselves
questioning the loyalty, ability and motivation of their team members
(especially when sales are down). They will even go to the extent of
implementing expensive advertising campaigns in search of new customers.
Very rarely will they question the company’s incentives, because often they
see their employees as a cost and not as an investment. Business owners
need to keep their team happy with incentives.
What would happen if you were to introduce a commission structure,
profit share or bonus program? Do you think it would change your
team’s motivation? In our experience, we had one business increase their
conversion rate (the number of people who walk in the store that are
converted into sales) from a miserable 11 per cent to a respectable 21 per
cent in one day, after introducing a commission structure. I think it is
important to understand that flat salaries can only breed flat performances.
Why should an employee put in the extra effort if they are on a good
salary with perks?
Is there a particular way to structure commission and incentives
for salespeople on the floor?
Your income comes from the profit your business generates. So if you
want to align your goals with motivating your people, try to pay people
for increases in gross or net profit. If you pay for sales alone, it will lead
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T O N Y G AT TA R I
your team members into the temptation of discounting to get the sale.
For example, if a team member is paid a two per cent commission on
sales and they discount a $1,000 item by ten per cent, it only hurts their
pocket by $2, but for you that’s a $100 in set margins. You have to get
the motivations in line so that it can be a win-win situation.
I am asked by many people about setting up bonus and commission
structures, but there is not one structure that suits all businesses. However,
there are some basic rules that should be followed:
•
•
•
•
•
It must be so easy to understand that the employee can calculate how
much they will earn in their head.
Have a commission or bonus structure that is a higher component of
the total remuneration package.
It must be aligned with the goals of the company.
Pay on profit, not on sales.
It must be paid on a regular and consistent basis. People have to feel
and touch the money in their hands to believe that it is real and to
want more of it.
What did you learn from working with Gerry Harvey?
Believe in people and reward them. One of the reasons for Harvey
Norman’s success lies in the fact that the proprietors were given a clear
objective – to increase the operating profit from the previous year. For
their efforts, the proprietors were given a share of the profits, for some
this was as high as 50 per cent. If you received 50 per cent of profit, and
were earning $500,000 a year, how committed would you be to your
company?
This generosity was also extended to the salespeople on the floor, who
earned a commission on all items they sold. Their commission was based
on a percentage of gross profit and the reason for this was simple – if
the company’s objective is to increase profits, why reward people for
increasing sales?
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159
What are the characteristics of a successful sales team?
From my time at Harvey Norman and working with over 90 businesses
since then, these are some of the characteristics I have found that make
a successful sales team.
You must have a common goal – in sport it is to win, in business it could
be the mission or targets to achieve. The key questions are: do you have
a mission? If so, what is it? Does it include your team? Does it inspire
them?
You must have a winning culture – in business this needs to be clearly
defined and displayed in all team manuals. Concepts for inclusion may
be ownership, excellence, commitment, fun and balance. Do you have a
culture? What values do you wish your team members to display?
You must have a strong leader – this is usually the owner or a nominated
operator who lives the culture, knows the boundaries, coaches and guides
toward the common goal, is congruent with all these points and stretches
the team members to perform above their comfort levels.
You need 100 per cent involvement from everybody – when it comes to
involvement there can be no excuses. You cannot afford to take passengers
onboard who bring the morale of the team down or participate in sabotage
operations to undermine the leader (this is very important!). In my
experience, this is one of the major parts of building a champion team
that most business owners find difficult
to achieve.
…t hese are some
Develop an incentive program based
around a simple philosophy – reward team
members when they achieve goals and
penalise them when they don’t. Incentives
drive employee priorities and therefore
their behaviour. If you can align their
o f t h e c h a ra c te r i s t i c s
I have found that
mak e a suc cessful
sales team .
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T O N Y G AT TA R I
priorities (and focus) with your business goals, then you will be able to
create a real team.
You need to be supportive of risk-taking – imagine if a champion football
player was told by their coach to stick to the rules and to not try any
fancy stuff because it may not work out. It would make a pretty flat
team. You must have an environment where risk-takers and creative team
members are able to blossom within the boundaries, rules and culture of
the business without the fear of losing their jobs.
You need clear job descriptions, roles and duties – team members often
become unfocused simply because they are not sure of what they are
meant to be doing. What’s worse is business owners who say, ‘I have no
idea what Mary really does, but if she left we would be in trouble!’ How
stupid is that? Before you hire anyone, you should establish what their
role is.
Hire people that already have the passion and heart – all too often we
recruit people based on their qualifications, resume or what they look
like, only to find that they are unmotivated and have no driving passion.
You can always train and teach skills (especially with great systems) but
you can’t easily instil passion. If possible, wait for the right person and
don’t just grab anyone. Be wary of family members, friends, or friends
of friends. Where possible put them through the recruitment system and
get an independent check.
Teach them how to sell – coach your staff on how to sell, how to build
positive relationships with customers, and how to increase the dollar value
of each transaction. Coach your sales team to become problem solvers,
not just order takers.
How do you identify the different types of salespeople in a
business?
Take a look at the different types of salespeople and ask yourself what
categories your staff fit into.
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161
1. The McDonald’s worker – waits for the customer to ask if they can
buy.
2. The techie – tries to impress customers with their technical knowledge.
They only succeed in isolating the customer who won’t know as
much as them, but will nod their head in agreement to avoid looking
uneducated.
3. The new messiah – promises the world just to get the sale (these are
the ones that give you nightmares!).
4. The problem solver (our favourite) – qualifies and listens to the customer
and helps them buy what they need. They focus on the customer’s
needs, not the features of the product.
Your job, as a manager or business owner, is to find more problem solvers
or to work on training the other three types of salespeople to develop the
characteristics of the problem solver. If you have too many McDonald’s
workers, techies or new messiahs you will be constantly fighting fires,
never have customers return to your business, and have even worse sales
results.
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T O N Y G AT TA R I
All salespeople
What do you think are the essential
qualities or attributes of successful
sales professionals?
n e e d to u n dersta n d
There is one thing that separates a good
salesperson from a great salesperson. If
that they are in the
you want a sure way to convert more sales
relationship
and make more money, live by this: sell
yourself before you sell the product (or
b u s in e ss.
service). In other words, people buy you
before they buy your product. To do this,
there are three key things you need to do:
1. Believe in yourself.
2. Believe in your product.
3. Believe in your company.
People love to buy from people who are enthusiastic, and generally that
enthusiasm is developed when the salesperson believes in what they do
and are passionate about it. This passion is transferred into the sales
process, and this ‘transfer of emotion’ is when a relationship with the
customer is born. Think of it this way: when my wife goes shopping with
her friends, and they are trying on clothes and deciding what to buy,
my wife is more likely to make a purchase when her friends get excited
by a particular dress she tries on. This is the same as any sales process;
if the salesperson is excited when selling to the customer, the customer
will usually buy the product because this emotional transfer has broken
down all the barriers and built a relationship of trust. All salespeople
need to understand that they are in the relationship business. Learn to
love yourself before you love others.
What do you think holds people back from becoming successful in
selling?
There are two main limitations that hold most people back from achieving
their potential in sales:
7/6/07 11:38:48 AM
163
1. Poor self-esteem – how you view yourself will determine how you
believe others look at you. If I don’t like myself, I will be scared that
the customer won’t like me and I will therefore lack the confidence
to make the sale.
2. Fear of rejection – people are scared of the customer telling them to
‘rack off!’ But guess what? Most people say ‘no’ the first time, so get
over it!
Who are the mentors that have inspired you? What important
lessons have you learnt from them?
•
•
•
Gerry Harvey taught me the principles of having faith in people as
well as in yourself. He also taught me the value of keeping things
simple.
My wife, Ingrid, and my parents taught me the values of hard work,
how to serve others and to behave with integrity.
My faith in God has also shown me how to live well and I have been
fortunate to experience the guidance of Pastor Phil Pringle, who has
inspired me in the areas of faith, vision and my own destiny.
I am eternally grateful to all of these people who have shaped my life.
What are your top five tips for developing a great business?
Based on my personal successes and failures, there are five principles of
achievement that have helped me in my business career.
1. Follow your passion – this is really simple: if you love what you do,
you will do it well. There is no use in starting or staying in a business
if your primary aim is to be rich. Do what you love and the money
will follow.
2. What we sow, we reap – you cannot get the results you want unless you
do the activities to achieve them. Having said that, activity alone will
not improve your bottom line because it has to be the right activity.
7/6/07 11:38:48 AM
164
T O N Y G AT TA R I
One important principle is that we cannot try to reap and sow in the
same season. It is the curse of ‘instant gratification’ – we cannot wait
for the results – which often causes failure.
3. Abundance is your natural state – there is plenty of money out there in
the world if you work hard and smart to get it. The biggest problem
is that we blame everything else when the business is not doing well.
Have a look at your business, review the strategies that you have in
place and question why they are not working. Maybe it is time to
adopt a different approach or a new strategy.
4. The power of focus – you need to keep your eye on the ball. It all
comes back to focusing on your purpose. If you love what you are
doing, you will succeed. If you sow the right seed, you will reap the
right crop. All of these things come together once you have complete
focus, discipline and dedication to fulfilling your purpose.
5. Seek wisdom – learning is a lifelong experience and successful business
owners apply their education to their businesses, examine the result
and correct poor outcomes. Businesses are often the reflection of the
owner. The more the owner grows, through acquiring more knowledge,
the more the business grows.
Is there a significant quote or saying which you live your life by?
‘All things are possible to those who believe.’
What were some of the challenges you had to overcome on your
journey and how did you overcome them?
My journey began with a modest business plan that took me to the
position of general manager of computers and communications, with
my team growing sales from $12 million to $565 million. Quite a feat,
7/6/07 11:38:49 AM
165
some might say, and a point that often causes looks of amazement from
audiences in the presentations I now deliver. At the time I guess I really
started to believe that ‘Gattari’ was a self-made success. Like many people,
I measured success by how much I was making, the deals I was cracking,
the suppliers I was smashing, the sales growth I was achieving, and the
number of first class international trips I made and the finest hotels I
stayed in. In hindsight, I realise that the long hours, the relentless travelling,
dining out, drinking and smoking were all catching up with me. But I
was Gattari and admitting defeat meant admitting failure, and admitting
failure meant admitting that I was human.
I remember one night, when Ingrid came up to me and proposed that
we get a divorce. I was shocked! Why would she no longer want to be
with me? Why wouldn’t Ingrid want to be with me? I provided her with a
home, investment properties, a holiday home, trips and money to spend.
Was I not providing enough? Hang on a minute. I was Tony Gattari, the
successful retailer and general manager. Why was my life falling apart?
Because what I thought was important to me was my self-importance
and showering myself with my own ego and pride. Whereas what really
was important to me was my family. In my last hours on earth, I did not
want to wish that I could work more hours, I wanted to be grateful that
I spent the best times with my family. After that realisation I resigned
from Harvey Norman to keep my family. I am still happily married and
enjoy more time with my children.
As we chase success, we forget what is most important to us. When we
start to succeed we have a belief that we
are important and that the world revolves
One impor tant
around us. You can’t let this happen.
Remember what is really important to
p r inc ip le is t hat we
you and use that as the central purpose
c a n n o t t r y to re a p
for building a successful business or
career.
and sow in t he sam e
season.
7/6/07 11:38:49 AM
166
T O N Y G AT TA R I
What are some of your future plans or goals for the next five to
ten years?
My aim is to turn Achievers Group into the leading business development
company in the world. My goal is to impact at least one million business
owners in the next five years. This business will be used as a vehicle to
assist in one of my passions – travelling with my family and helping
people who are less fortunate. By the time I am 50, I would love to use
at least 50 per cent of my business income to deliver positive outcomes
for less fortunate people.
D
F REE B ONUS G I FT
Tony Gattari has kindly offered a FREE BONUS GIFT valued at $49.95 to
all readers of this book…
Principles Of Achievement Workshop – In this workshop, Tony Gattari explores
the eternal truths that always lead to success, such as vision, clarity, teamwork,
faith, purpose and self-belief. Now formatted in an audio file with accompanying
workbook, you’ll discover how an abundance mind-set is essential to future
business and personal success.
Simply visit the private web page below and follow the directions to download
direct to your Notebook or PC.
www.SecretsExposed.com.au/top-sales-professionals
7/6/07 11:38:49 AM
IN THE GROOVE
In The Groove
JOHN BLAKE AND
L E I G H FA R N E L L
When you deliberately prac tise, you will
become more fo cused on getting better at
s p e c i f i c p a r t s o f t h e s a l e s p ro ce s s. Fro m t h i s yo u
will achieve money, freedom, happiness and an
abundant life!
7/6/07 3:25:25 PM
PROFILE
JOHN BLAKE AND
L E I G H FA R N E L L
John Blake and Leigh Farnell started life on opposite sides of Australia
– John in Perth, Western Australia, and Leigh in Bendigo, Central
Victoria.
By the time John had three years’ experience in a full-time sales role,
Leigh was at Melbourne University studying human performance. He
went on to earn his master’s degree, however, by age 30 Leigh realised
that despite his years of study he really didn’t know very much about
sales. He spent the next ten years immersing himself in leading-edge
sales, influence and communication education. He began developing
his own sales training system, material and tools, which he then passed
on to his clients. With his system he began breaking sales records and
winning national business awards.
By this time John had already built a multimillion-dollar surf fashion
and eyewear distribution business. Following his success, he began
exploring ways of helping other people achieve similar sales results
by sharing his approaches and experiences. When he met Leigh, the
pair realised that they could help each other.
John and Leigh formed Blue Rocket to apply the science of advanced
sales and influence through a unique combination of accelerated
learning, entertainment and business focus. They have helped clients
outperform their competition in sales, smash previous sales records
and reach number one in their industry sectors in both the US and
Australia. Blue Rocket is recognised as one of the most innovative and
fastest growing sales training companies in Australia.
When they are not working, you’ll find John with his wife and family
surfing on the beach at Margaret River and Leigh playing with his
Baby-Boomer rock band or hanging out with his family in Perth.
7/6/07 11:38:49 AM
IN THE GROOVE
169
Can you tell us a little bit about your sales careers?
[John] In 1989, I spent four years with a Western Australian agency that
worked with Quiksilver and Rip Curl. After that I accepted a position
as a sales representative for No Fear and Morey Boogie. I was 21 at this
stage and was the representative for the whole of New South Wales. I had
never lived or driven a car in New South Wales before, so I spent a lot
of time driving around totally lost! How I didn’t have a serious accident
driving around looking at road maps I’ll never know.
[Leigh] In my previous business partnerships I relied on the other partners
to do the selling, but I realised that this was not a formula for ongoing
success. My sales career started with ‘sales snobbery’ but developed into
acceptance – if I was to achieve my goal of realising my full potential
as an educator, coach and consultant, I had to learn how to sell. So my
sales career has been one of constant learning, experimenting, systemising,
unlearning and re-learning. Over the past 20 years I have sold training,
consulting and coaching products and services to over 400 companies
throughout Australia, New Zealand, the US, Singapore, Malaysia, Sri Lanka
and India. While the people may change in their accents and customs,
the same sales system works no matter where you go. It all starts with
building rapport then discovering needs. The game is the same – and the
name of the game is to keep getting better at it.
What was your original motivation for starting a career in selling?
[Leigh] It was only after I lost my house at 33 that I realised I couldn’t
sell very well. I knew that if I wanted to remain self-employed I had better
learn how to generate business. After spending eight years at university
I thought I would be okay, but I wasn’t, and that was a major shock to
my self-image. I realised that you could spend your whole life getting a
‘formal’ education, and yet not spend one minute learning how to put
it into practice. From that moment on, I dedicated myself to learning
and teaching others how to sell so they could live off their own talents
and education.
7/6/07 11:38:49 AM
170
J O H N B L A K E A N D L E I G H FA R N E L L
Leigh can explain
John, how did you meet Leigh and
what made you decide to go into
business together?
t h e co ncept beh i n d a n
Leigh asked me to sing at his water
polo end of year party and emailed me
idea or strategy and I
the words to a song he wanted me to
c a n g i ve s p e c i f i c
perform. I couldn’t make the event but
checked out his website and saw that he
examples…
was doing what I wanted to do – sales
training. When I contacted him, I told
him about the idea I had for training salespeople. We caught up for
a coffee and realised that we shared a lot of the same philosophies; it
just seemed like a good fit. Not long after we were on a plane to the
US to conduct a sales training program for 50 people from the Electric
Sunglasses sales team.
Why do you believe that you both work well together?
[John] I think it is because we both share a similar philosophy to sales. I
have 18 years of practical hands-on selling experience and Leigh has an
advanced understanding and amazing ability to explain the psychological
processes involved in sales and persuasion. This means that Leigh can
explain the concept behind an idea or strategy and I can give specific
examples from my past to illustrate the concept in a practical sense.
In the beginning, what were some of the sales skills you lacked
and what did you do about it?
[John] When I first started in sales one of the things I lacked was a thick
skin. I remember calling on accounts and taking responses personally,
especially if the client was having a bad day for whatever reason. I was
eventually pulled aside by another guy in the business. He advised me
to not take it personally and to continue with my call cycle as if nothing
7/6/07 11:38:50 AM
Other ‘Secrets Exposed!’ Books Available Now
Secrets of Male Entrepreneurs Exposed!
Secrets of Property Millionaires Exposed!
Secrets of Female Entrepreneurs Exposed!
Secrets of Young Achievers Exposed!
Secrets of Small Business Owners Exposed!
Secrets of Great Public Speakers Exposed!
Secrets of Inspiring Women Exposed!
Secrets of Great Success Coaches Exposed!
Secrets of Entrepreneurs Under 40 Exposed!
Other ‘Secrets Exposed!’ Books Launching soon
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For the latest information on the release of the above
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7/6/07 3:28:48 PM
About the authors
Dale Beaumont
Dale Beaumont was born in Sydney in June
1981. Growing up, he participated in a number
of sports and at the age of nine was selected
for the elite NSW Gymnastics Squad. Training
34 hours per week, he soon learnt the value of
discipline, hard work, having a coach and most
importantly, delayed gratification.
After six years of intensive training, Dale
changed his sporting focus to competitive
aerobics so that he could spend more time
on his studies and pursue other interests. In 1998 he became the National
Aerobics Champion and the youngest Australian to compete at the World
Aerobics Championships, where he placed eighth.
After finishing high school, Dale began attending various personal
development and success seminars, where he learnt from people such as Jim
Rohn, Michael Rowland, Bob Proctor, Robert Kiyosaki, John Maxwell, Brandon
Bays, Brad Sugars, Mark Victor Hanson and many others.
At the age of 19, together with good friend Brent Williams, Dale wrote his
first book titled The World at Your Feet, and co-founded Tomorrow’s Youth International, which now runs educational and self-development programs for 13 to
21-year-olds in four countries. Dale has been featured on the Today show, Sunrise,
Mornings with Kerri-Anne, as well as in countless newspapers and magazines.
Most recently, Dale has been hard at work developing the ‘Secrets Exposed’
series, to bring together the very best material from hundreds of Australasia’s
most successful people. With more than twenty books planned for the next
three years and an up-coming seminar series, Dale is now a sought-after
speaker on topics such as: start-up business, networking skills, book publishing,
internet marketing and generating publicity.
Dale lives in Sydney with his beautiful and very supportive wife, Katherine. With
a baby next on the ‘to-do’ list and lots of international travel plans, Dale is looking
forward to the challenges ahead, and to spending more time enjoying life.
For more information about Dale’s workshops and educational materials, or
to book him as a guest speaker at your next conference or event, please visit:
www.DaleBeaumont.com
7/6/07 11:39:03 AM
Stuart Zadel
Stuart Zadel was born in Sydney in 1972. Filled
with a love of sports from a young age, Stuart
excelled in soccer and baseball, and thrived not
only on the intense physical training but also
from gaining an understanding of the power
of the mind in sport.
After finishing high school, Stuart entered
a physiotherapy degree but the dream of
playing soccer professionally led him to defer
his studies after one year and enter the fitness
industry to support his training. Unlike a good fairytale, Stuart fell short of his
goal of becoming a professional soccer player, but in hindsight learnt a vital
lesson in how the subconscious mind really works, in sports and in life.
At 19 Stuart ventured to the USA to attend fitness courses, which expanded
his mind and ignited his love of business. He returned a pioneer of the personal
training industry and at the age of 21, opened his first fitness club, which he
ran for 12 years. Simultaneously he commenced his own studies in the martial
art of Tae Kwon Do, training under two legendary Korean masters.
Through his own first-hand experience and careful observation in personally
training over 10,000 individuals, he observed that the key to success lay in the
mind (true in both sports and business).
Stuart is now a sought-after speaker on increasing sales and business
productivity, building peak performance teams, and how to speak to, sell to
and influence groups of people.
For more information about Stuart’s workshops and educational materials, or
to book him as a guest speaker at your next conference or event, please visit:
www.StuartZadel.com
7/6/07 11:39:03 AM
Other great titles now available
Secrets of Male Entrepreneurs Exposed!
In this book you’ll discover:
•
•
•
•
•
•
•
How to come up with your multimillion dollar idea
Creative ways to raise hundreds of thousands in capital
How to build and lead a champion team
Unique marketing ideas that will explode your profits
Master techniques to influence people and sell your ideas
What it takes to get media exposure and loads of free
advertising
How to package and franchise your business to go global
Featuring written material by:
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Secrets of Property Millionaires Exposed!
•
•
•
•
•
•
•
The essential qualities of all top property investors
All the various property strategies and which one is right
for you
How to make money whether the market is going up or
down
Master negotiation techniques that will save you
thousands
How to structure your portfolio correctly to minimise tax
How to use partnerships and joint ventures to explode
profits
Expert tips on market trends and future growth areas
Hans Jakobi (Australia’s Wealth Coach®) • John Fitzgerald (Multimillionaire Investor)
• Craig Turnbull (Author, Speaker & Mentor) • Patrick Bright (Leading Buyers’ Agent) •
Dymphna Boholt (Asset Protection) • Sam Vannutini (Renovations Expert) • Edward
Chan (Taxation Specialist) • Gordon Green (Residential & Commercial Investor) • Peter
Comben (Property Developer) • Rick Otton (Vendor Financier & Wrapper) • Gary &
Jenny Leather (Husband & Wife Duo) • Michael Yardney (Property Commentator) •
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To order your copies online and save, visit:
7/6/07 3:29:30 PM
Secrets of Female Entrepreneurs Exposed!
•
•
•
•
•
•
•
The skills of starting and running your own business
How to establish your client base and deliver a
professional service
The secrets of networking and creating business
partnerships
Creative tips for finding and training your team
How to receive media publicity and lots of free
advertising
What you need to do to expand your business ideas
around the world
How to effectively balance business success and
family life
Sonia Amoroso (Cat Media) • Joanne Mercer (Joanne Mercer Footwear) • Sue Ismiel
(Nad’s Hair Removal) • Carol Comer (High Impact Marketing) • Sue Whyte (Intimo
Lingerie) • Kristina Noble & Simone Babic (Citrus Internet) • Sandy Forster (Wildly
Wealthy Women) • Katrina Allen (DeJour) • Suzi Dafnis (Pow Wow Events) • Tanya
Bension (Corporate Training Australia) • Amy Lyden (Bow Wow Meow) • Margaret
Lomas (Destiny Group) • Suzy Yates (Baystreet Mediaworks) • Kristina Karlsson (kikki.
K) • Shelley Barrett (ModelCo.) • Kirsty Dunphey (M&M Harcourts)
Secrets of Young Achievers Exposed!
•
•
•
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•
•
•
What it takes to become a real success
How to know what you want to do with your life
How to get motivated and stay motivated
How to overcome criticism and discouragement
What all super-achievers have in common
How to reach the top of any career, fast
How to turn your dream into reality
Bec Hewitt (Celebrity Actress) • Jesse Martin (Young Adventurer) • Chelsea Georgeson
(Pro Surfer) • Amy Wilkins (TV Presenter & Fitness Coach) • Hugh Evans (Community
& Aid Worker) • Ilona Novacek (Leading Model) • Ben Korbel (International DJ) •
Stephanie Williams (Ballet Dancer) • Tim Goodwin (Aboriginal Activist) • Simon
Tedeschi (Concert Pianist) • Torah Bright (Pro Snowboarder) • Jeremy Lim (Singaporean
Ambassador)
www.SecretsExposed.com.au
7/6/07 11:39:03 AM
Other great titles now available
Secrets of Great Public Speakers Exposed!
•
•
•
•
•
•
•
Why the ability to communicate in public is critical to your
success
The essential skills all successful speakers have in common
How to overcome fear and project confidence to your
audience
How to plan and structure a presentation for maximum impact
How to use the right type of humour and have your audience
in stitches
Simple techniques to communicate subconscious messages
What it takes to make $1 million a year as a professional
speaker
Doug Malouf (Speaking Coach) • Shelley Taylor-Smith (World Champion Athlete) • Carl
Barron (Leading Comedian) • Matt Church (CEO Thought Leaders) • Peter Sheahan
(Generation Y Expert) • Catherine Devrye (Best-selling Author) • Gavin Blakey (Former
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• Lisa McInnes Smith (International Influencer) • Billy Graham (Boxing Champion) •
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Secrets of Inspiring Women Exposed!
•
•
•
•
•
•
•
How to set and achieve your personal and career goals
What it takes to conquer fear and overcome blocks
Inside secrets to attracting wealth and financial security
How to lose weight, feel great and look ten years younger
The ingredients for joy-filled relationships and a lasting
marriage
Practical ideas to make a real difference in your community
How to be a great parent and master work/life balance
Lauren Burns (Olympic Gold Medallist) • Miriam Schafer (Holistic Life Coach) • Rosie
Pekar (Dynamic Motivational Speaker) • Jo Cowling (Biggest Loser Contestant) • Mia
Freedman (Former Editor of Cosmo) • Kim McGuinness (Founder Network Central) •
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• Jennifer Jefferies (Work/Life Balance Expert) • Denise Hall (Entrepreneurial Mother) •
Cydney O’Sullivan (Multimillionaire Investor) • Sally Anderson (Legacy Coach) • Simone
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To order your copies online and save, visit:
7/6/07 11:39:04 AM
Secrets of Small Business Owners Exposed!
•
•
•
•
•
•
•
Creative ways to raise money to get your business idea
started
Dozens of low-cost marketing strategies that really work
How to find ambitious and loyal staff to grow your business
even faster
What it takes to develop lifelong customers and word-ofmouth promotion
How to buy established and profitable businesses for very
little money
What to do to expand nationally and tap into large overseas
markets
How to effectively juggle your business, personal and family lives
David Staughton (Think Big) • Chris Males (Pro-Fit Corporate Health) • Joshua Nicholls
(Platinum Electrical) • Libby Dedman (Just Liberated) • Peter Gow (Creative Capital) •
Tina Tower (Reach Education Centre) • Dr Ari Diskin (Diskin Life) • Peter Beaven-Davis
(The Eagle Group) • Wayne Burgan (Cashflow Manager) • Geoff Lyons (Haka New
Zealand) • George Bakrnchev (Red Day Coaching) • Maggie Mason (Barcode Direct)
• Tony Steven (Association Offices) • David Nevell (Inventors HQ Australia) • Morris
Miselowski (Success Through Focus)
Secret of Great Success Coaches Exposed!
•
•
•
•
•
•
•
How to redesign your life and get on the path of real success
What to do to align your values and set meaningful goals
How to totally break through anxiety, phobias and emotional
blocks
The secret ingredient to a joy-filled and lasting married life
How to manifest financial wealth faster than you ever
thought possible
How to have unlimited health, wellness and vitality
How to turn your wildest dreams into reality
Dr John Gray (Author of Men Are From Mars, Women Are From Venus) • Pat Mesiti (Mr
Motivation and Author of How To Have A Millionaire Mindset) • Dr John Demartini (Author
of You Can Have an Amazing Life in Just 60 Days!) • Domonique Bertolucci (Success Coach
and Author of Your Best Life) • Peter Barr-Thomson • Samantha McDonald • Anders
Sorman-Nilsson • Laurence Harrould • Andrew May • Pip Mckay • Paul Blackburn •
George Faddoul • Josephine Thomson • Anni Haque • Michelle Duval
www.SecretsExposed.com.au
7/6/07 11:39:04 AM
Free CD and guide to help
you discover how to publish
your own book and become
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Would you like to sky-rocket your credibility, be seen as an expert
in your field and open up doorways to publicity that others can
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trying to get published.
• Why co-authoring a book can double your chances of getting published.
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• Why hiring the right vanity publisher almost guarantees your book will be published, but the wrong
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7/6/07 11:39:04 AM
And the best part is, this information is written in plain english, so you do not
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To download your free 68-minute Audio CD and 43-page Publishing Guide
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7/6/07 11:39:04 AM

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