Coffee's for Closers

Practical, real-world sales advice you can apply immediately to improve your numbers

In Coffee's For Closers: The Best Real Life Sales Book You’ll Ever Read, veteran sales leader and coach Tony Morris delivers a can’t-miss, hands-on guide to becoming the best salesperson you can be. This is not a book filled with high-level theories – rather it is a book that offers innovative and easy-to-understand sales techniques you can apply immediately and integrate into your daily life as a salesperson.

In the book, you'll explore tried-and-true, step-by-step tutorials on getting past gatekeepers, cold-calling, questioning, listening to customers, and crafting airtight proposals. You'll also find:

• Expert tips on gaining commitment and closing, as well as advice on how to handle prospects' objections and stalling tactics
• Ways to generate leads, build rapport with customers, prepare for your next sales call, and even manage your time wisely
• Strategies for handling rejection - a frequently encountered experience for every salesperson

A practical blueprint for sales success that is heavily informed by real-world experience and commonsense, Coffee's For Closers will become one of those essential resources you rely on to inform your everyday approach to sales.

Foreword xvii

Preface xxi

About the Author xxv

1 Introduction to Sales 1

Do Not Listen to Respond, Listen to Learn 4

Asking Intelligent Questions 4

Mindset 5

The Lesson 7

The Whale 8

Tenacity 18

Why Do People Buy? 25

2 It Is Not Just About the Destination 29

3 Give, and You Shall Gain 37

4 Every Second Counts 43

5 Preparation 51

Preparation for a Call 57

The A–Z of Success 61

Prepare for a Meeting 71

6 My Best Sales Lesson Yet 77

7 Motivation 91

Reflect on Past Triumphs 99

8 Building Rapport 105

What Is Rapport? 105

Using Keywords 114

The Two Golden Rules of Rapport 116

9 Who Is Your Ideal Client? 123

Building Your Hit List 128

Strategic Alliances 129

How to Be Seen as the Expert in Their Field 132

10 Getting Past the Gatekeepers 139

Voice Mails 144

11 Smart Calling 147

Funnelling Process 157

12 Direct Marketing 159

13 I Only Have Capacity for Seven Clients 171

14 Questioning 183

Tag- On Questions 187

Statement Question 188

Opinion Question 188

Replay Question 188

Clarification Question 189

Future Pace Question 189

Pain Questions 190

Benchmarking Question 191

Decision- Maker Questions 191

Thought- Provoking Questions 192

Discovery Questions 193

Why Do We Ask Closed- Ended Questions? 194

15 Listening 195

A Smart Salesperson Listens to Emotions, Not Facts 195

Limit the Time You Speak 196

Reflective Listening 196

Tag- On Questions 197

Improving Active Listening Skills 199

Opportunity Antenna 201

Listening to What Is ‘Not’ Shared 202

Listen to Learn 206

16 As Nike Says, ‘Just Do It’ 209

17 Conducting a Meeting 213

18 Proposals 219

19 Selling with NLP 223

What Is NLP? 223

How People Buy 228

NLP Epistemology – The Communication Model 229

Internal Representation 229

Selling to Visual Learners 233

Selling to Auditory Learners 234

Selling to Kinaesthetic Learners 234

Selling to a Group 235

20 Handle the Person, Not the Objection 239

Why Do You Think People Object? 240

What Do We Do if the Client Has an Objection? 241

Market Is Not Good at the Moment (Property) 242

Bad Experience 243

Need to Speak to My Partner 244

I Am Happy with My Current Supplier 245

Your Product Is too Expensive 249

Send Me Information 250

Your Competitor, Who Is Very Similar to You, Is Cheaper 251

21 Positive Words and Language 253

22 Lead Generation 259

Lead Generation Ideas If You Work in Recruitment 263

Pipeline 264

23 Gaining Referrals 267

24 FAB Selling 275

25 Cross- Selling and Upselling 283

Create the Need and Fill It 285

26 Handling Rejection 289

27 Six Components of Success 293

Talent 294

28 Negotiations 297

Rule 1 300

Rule 2 302

Rule 3 302

Rule 4 303

Rule 5 304

Rule 6 305

Rule 7 305

Rule 8 306

Rule 9 306

Sell the Difference 307

29 Time Management 309

Unnecessary Meetings 316

Elephant Tasks 316

30 Gaining Commitment and Closing 319

Examples of Some Closing Techniques 322

31 Howlers 329

My First B2B Sales Job 329

My First Field Meeting 330

Call Centre Selling Gas and Electric 331

Double Glazing 336

Door- to- Door Sales 338

32 Conclusion 341

Complimentary Resources 343

Tony Morris International 345

Mention of Studies or Research 347

Book Mentions 349

References 349

Book Mentions 350

Index 351

TONY MORRIS has over 22 years of success in B2B and B2C sales. He has trained over 36,000 sales professionals in 43 different industries. He is the Founder of Tony Morris International, a leading sales training organisation, and an international communications speaker, speaking at sales kick off conferences in 31 countries. His passion is helping transform the mindset of salespeople and improving their skills, to exceed their sales goals.

In Coffee’s For Closers: The Best Real-Life Sales Book You’ll Ever Read, veteran sales leader and coach Tony Morris delivers a practical and hands-on guide to dramatically improving your approach to sales. The book is an authentic collection of effective advice borne out of the thousands of hours the author has spent closing actual sales and training real salespeople in the art and science of selling to prospects.

The author wastes no time with high-level theory or abstraction, choosing instead to offer tried-and-true, step-by-step tutorials on sales tactics built by and for frontline sales professionals. You’ll learn how to get past gatekeepers, conduct an effective cold-call, question prospects, listen to your customers, and craft an airtight proposal that’s impossible to say no to. From expert tips on gaining commitment and closing to handling objections, dodging stall tactics, generating leads, building rapport, and more, Coffee’s For Closers is a detailed blueprint for sales success that’s guaranteed to become a well-worn desk companion for salespeople everywhere.

Perfect for salespeople, sales team leaders, and sales coaches, Coffee’s For Closers is the tactical how-to sales guide that sales professionals everywhere have been waiting for.

PRACTICAL SALES ADVICE INFORMED BY REAL-WORLD EXPERIENCE AND COMMON SENSE CRAFTED FOR FRONTLINE SALES PROFESSIONALS

Coffee’s For Closers: The Best Real-Life Sales Book You’ll Ever Read is jam packed full of practical tools, tips, and techniques on how to become a top sales performer. Veteran sales leader and coach, Tony Morris, delivers essential advice culled from thousands of hours closing sales in the real world and training thousands of high performing salespeople. Every idea Tony shares in this book can be implemented immediately, and you will see instant results. If you are in a sales role or lead a sales team, this book provides hundreds of ideas that will help catapult you and your sales teams’ figures.

This book has no theory; it is filled with anecdotes, strategies, and ideas that will give you an unfair advantage over your peers and competitors. It covers every stage of the sales journey, from how to prepare for a call, how to build an instant rapport, how to ask the right questions and how to listen to what is not even shared. You’ll learn how to close without being seen as pushy and combat every objection you’ll ever get—as well as generate a consistent flow of leads and referrals.

Having interviewed the best sales professionals in the world on his podcast, ‘Confessions of a Serial Seller’, Tony has codified the blueprint of what makes a world class sales professional. If you are in sales or a sales leader, this book will be your secret weapon to success.