Dr. Rick Goodman provides expert tips and tricks on mastering the art of sales. For more information on sales mastery visit www.rickgoodman.com or schedule a sales training workshop at www.advantagecontinuingeducationseminars.com

1. D R . R I C K G O O D M A N
SALES MASTERY

2. ATTITUDE IS EVERYTHING
• Your Attitude and Self Image Is Formed by M.F.T.P.
• The Power of Daily Affirmations
• Focus on Your Strengths!
• Give Yourself Permission to Fail!
• Understand the Meaning of F.E.A.R.

3. UNDERSTANDING THE SUCCESSFUL
BUSINESS MODEL
What Who
How

4. UNDERSTANDING THE SUCCESSFUL
BUSINESS MODEL
• What
• Who
• How

5. UNDERSTANDING THE FOUR
PERSONALITY STYLES
1. Driver/Director
2. Expressive/Socializer
3. Analytical/Detail
4. Amiable

6. EIGHT WAYS TO ACTIVE LISTENING
1. Use open and relaxed body language.
2. Establish good eye contact.
3. Use appropriate facial expressions and head nods.
4. Use appropriate “sub vocal” such as mmm and uhuh.
5. Filter out distractions.
6. Don’t create distractions.
7. Take notes of appropriate.
8. Using give feedback-respond with open ended
questions.

7. ESTABLISHING RAPPORT
“People do business with people who they like
who are like them.” –Dr. Rick Goodman

8. PRESENT TIME CONSCIOUSNESS
People must always think they are appreciated,
listened to, and understood!

9. IF YOU DON’T A.S.K., YOU G.E.T.!
• Communicating Your Goals
• Explaining Your Needs

10. RELATIONSHIP AND POSITIONAL SELLING
The value that is built into your product is a
more important asset than a lower price.

11. KEY #1
YOU MUST PLAN AHEAD IN ORDER TO HAVE
AN EFFECTIVE SALES CALL!
“If you say the right thing at the right time you can turn
the transaction around when the order giving decision is in
your favor.” -Dr. Rick Goodman

12. THE TWO DIFFERENT LEVELS OF
SELLING
Functional Level:
• This where you’re saying to the buyer I want to help solve
your problems!
Interpersonal Level:
• This is where you’re saying I want to solve your problems
and build a lasting relationship!

13. KEY # 2
• If you’re using your Functional Head to sell what you
are selling is from the neck up, you’re using your head
not your heart.
• If you’re selling at the Interpersonal Level, you’re
selling from the neck down using your heart but not your
head.

14. POSITIONAL SELLING
This is when you blend the functional and
interpersonal sides of selling. This is when you combine
your sensitivity to the customer as a person with your
commitment to becoming a problem solver.

15. FAST FACT ABOUT SELLING
• The customer will find something wrong with what
you’re selling when they find something wrong with you.
• All Things Being Equal between Price, Service, Quality
and Delivery – You Make the Difference!

16. STRATEGY #1
TAKE THE LEAD
• If you can’t get excited about what you’re selling how can
anybody else!
• When a sales person feels like a subordinate, count on
them to act like it. Their relationship to the buyer looks
like this:
Buyer
Salesperson
NOT like this:
Sales person Buyer

17. • “I don’t want to take too much of your time, but…”
• “I know you’re busy, so I’ll make it quick.”
• “Take your time - I’ve got all day.”
• “I’ll be glad to come back later when you have more
time.”
• “Would it be alright if I cover these ideas with you
today?”
THE LANGUAGE THAT WILL
MAKE YOU A LOSER!

18. AROUND THE OFFICE THE SALESMAN WILL SAY
• “I don’t know if it will work.”
• “I don’t think they will like it.”
• “What if they consider the price too high?”
• “I wish I didn’t have to show this idea to his partner.”
• “If only I could catch a break!”

19. KEYS TO SUCCESS FOR STRATEGY #1
• Be Confident
• Be Self Assured
• Being Knowledgeable
• Be Assertive

20. UNDERSTAND THE EMOTIONAL
LEVELS OF DISAPPOINTMENT
• Shock
• Denial
• Blaming
• Acceptance
• Renewal

21. ACTION STEPS
• Create a Victory Book
• Use Positive Imaging
• Put a New Message in Your Head

22. STRATEGY #2
STOP LOOKING OUT FOR NUMBER ONE
Operating Reality:
When we are focused on ourselves the salesman who is in
his operating reality is out of position!
Customers Reality:
• What’s Important to Them!
• What Needs Are They Trying to Satisfy?
• What Results Are They Trying to Achieve?

23. BUYER REALITY
Don’t tell me how good you make your products. Tell me
how good your products are going to make me!
To be in your own O.R. is human nature. To get into
another person’s O.R. is human relations!

24. WHAT ARE YOUR BUYERS
LISTENING TO?
•Every buyer is listening to the same radio station:
WIIFM 97.6
“What’s in it for ME?”

25. STRATEGY #3
INVEST IN THE RELATIONSHIP
LAER: Is a Key Positional Selling Strategy
• Listen
• Acknowledge
• Explore
• Respond

26. LAER
• LAER – Is the strategy that demonstrates your care and
concern for the customer’s point of view. It’s a deposit in
their emotional relationship bank.
“Communication is meeting people halfway. LAER is
going a little bit farther.”

27. STRATEGY #4
BRING YOUR ENERGY TO THE CUSTOMER
Energy – is positive contact with the customer!
When you bring your energy to the customer you
put yourself in the position for the best sales call
of your career every time!

28. SIX STEPS FOR BRINGING ENERGY
TO YOUR CUSTOMER
1. Get out of the assembly area! Take that hill now!
2. Earned Position vs. Provided Position
3. Feel good about the people you’re calling on!
4. Touch everyone!
5. Use all your assets!
6. Share your excitement!

29. SHARE YOUR EXCITEMENT
• A person who is prepared shows their preparedness.
• A person who is confident brings confidence into the
room.
• A person who is successful breeds success!

30. BENEFITS TO SHARING
YOUR EXCITEMENT
The customer will be glad to see if you are up. It helps lift
their spirits. Customers like to deal with successful
people – not losers!
You Want to Look Sharp…
You Want to Feel Sharp…
You Want to Be Sharp…

31. STRATEGY #4
GET ORGANIZED
It’s been estimated that for every hour you spend
planning a call you save three hours of wasted
time!

32. STRATEGIC SELLING PLAN
• Who are the decision-makers are and how you should
approach them.
• What information do you need to have about a customer
in order to match a product or service to their needs?
• What do you hope to accomplish on each sales call.
• Your step-by-step activities for accomplishing these
goals.

33. STRATEGY#6
FIND THE AREA OF OPPORTUNITY
Exploratory Process – in this strategy the goal is to get you
out of your operating reality and into the customers
operating reality.
• In the exploratory process if you ask the right questions
you can help the customer discover what they need.
• You find a problem that needs solving rather than taking
your solution around in search of a problem.

34. THE GAP
The Gap: This is your area of opportunity! The gap is the
difference between what is important to the customer and
what is currently happening. This is a gap that creates the
area of opportunity.
Your Job As the Salesperson Is to
Close the Gap!

35. STRATEGY #7
MAKE THE CUSTOMER PART OF THE SOLUTION
This strategy incorporates a model that makes the
customer part of the solution by including their ideas, their
needs, and their contributions in the presentation.

36. FIVE KEY STEPS TO MAKING THE
CUSTOMER PART OF THE SOLUTION
1. Positive Contact – bring your energy to the customer!
2. Proposal Step – tell them what you’re going to tell
them!
3. Solution Step – tell them the features, the advantages,
and benefits to solving a problem.
4. Summary Closure Steps – this is where you tell them
what you told them.
5. Response Check – is the customer still there? Are they
still listening to you? Do they have any hidden
concerns?

37. STRATEGY #8
ASSUME THE RESPONSIBILITY
You are the expert it’s not up to the buyer to manage all
the dynamics in the sales process it’s up to you!
When you control your own behavior it will influence the
buying decision:
• More than price!
• More than technical knowledge!
• More than capability statements!

38. HOW THE BUYING DECISION IS BASED
• Who You Are
• How You Behave
• What You Say
• How You Say It
• When You Say

39. STRATEGY#9
PUT IT IN WRITING
Summary Sales Proposal: After making the sales
presentation the salesperson who always stands out is the
one who sends the client a summary sales proposal.
• The 9th strategy is all the things you do after the sales
call to keep you in the customer’s mind.
• Follow-up, follow-up, follow-up!

40. THE BENEFITS OF PROPOSALS
• Maintain a presence in front of the buyer
• Selling in your absence
• Eliminating confusion
• Improving secondhand delivery of your
recommendations
• Reaching key people you don’t have access to

41. 10 WAYS TO MAINTAIN
AND BUILD POSITION
1. Make sure your proposal is specifically designed for the customer.
2. Refer to the proposal in your follow-up calls and correspondents.
3. Be ready to revise your proposal!
4. Use your best friend-overnight delivery.
5. Sell on two fronts.
6. Put a terminal point on every transaction.
7. Don’t get pushed down the hill!
8. Don’t get into the mood of the buyer!
9. Cut them off at the pass!
10. Break the boundaries.

42. STRATEGY #10
BECOME THE ONLY CHOICE
• It’s a matter of doing the right thing and doing it right!
• The 10th position focuses on the final phone call. This
comes from a person whose trust in you is well justified!

43. CONTACT INFO
Dr. Rick Goodman
Website: www.RickGoodman.com
P 888.267.6098|F 954.404.6402
Email: Rick@RickGoodman.com