Table Of ContentISBN-13: 978-1-5991819-36
ISBN-l0: 1-5991819-32
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$19.95
T
his one-of-a-kind sales guide
works for any business and any
salesperson. Through racy examples
and entertaining anecdotes, discover
how to:
)( Unearth your prospects'
unspoken expectations and
create a sales design that
delivers the goods
)( Figure out what business
your customers want you to
be in - and how to reverse
engineer it so your customer
actually receives that
experience
)(
Be selective and attract
affluent customers where
price is not a barrier
)( Reverse the sales process,
creating a sales choreography
to take control of your
prospect
)( Quickly establish your clients'
trust-lessons from a
business where trust is hard
to come by
Provocative and clever, Biddle Barrows
brilliantly addresses hidden, over
looked and neglected aspects of -
selling. Through her own experiences,
she takes you where no other sales
expert has ever taken you and equips
you to fine-tune your own sales pro
cess providing the ultimate payoff!
SYDNEY BIDDLE BARROWS, known
today for her innovative, u'northodox
approach to sales, is perhaps best
known for her reign as the Mayflower
Madam when she founded and
operated New York's most elite,
premium-priced escort service. Her
autobiography and bestselling book,
Mayflower Madam, was recognized
as one of the best business books
of its year by Fortune magazine.
Today, Sydney is a successful sales
consultant advising top companies
and entrepreneurs within multiple
industries.
DAN KENNEDY is provocative,
irreverent, and sarcastic-but most
important, he's effective. His
unmatchable advice has earned him
the moniker "Millionaire Maker."
Every year, he and his network of
consultants help more than a million
business owners succeed.
Cover design by
Desktop Miracles, Inc.
Editorial Director: Jere L. Calmes
Cover Design: Desktop Miracles
Production and Composition: Eliot House Productions
© 2009 by Entrepreneur Media Inc.
All rights reserved.
Reproduction or translation of any part of this work beyond that permitted by Section 107 or
108 of the 1976 United States Copyright Act without permission of the copyright owner is
unlawful. Requests for permission or further information should be addressed to the
Business Products Division, Entrepreneur Media Inc.
This publication is designed to provide accurate and authoritative information in regard to
the subject matter covered. It is sold with the understanding that the publisher is not engaged
in rendering legal, accounting or other professional services. Iflegal advice or other expert
assistance is required, the services of a competent professional person should be sought.
Library of Congress Cataloging-in-Publication Data Available
ISBN 10: 1-59918-193-2
ISBN 13: 978-1-59918-193-6
Printed in Canada
13121110 09 10987654321
DEDICATION
For his courageous belief in me and his stalwart support beyond anything
I could have ever hoped for, I dedicate this book to
Dan Kennedy.
Acknowledgments ...................................... xiii
Foreword by Alexandria Brown ........................... xv
Introduction: Never Work with Children, Never
Follow an Animal Act by Dan S. Kennedy ............... xix
P/tRT ON €
PIlEI'AllING YOlJllSELF 'ro liE
A SEDtJC'I'IVE SALI~S PIlO
Chapter 1
WHY LISTEN TO A FORMER MADAM?: WHY NOT? .... 3
How Did a Nice Girl Like You ... ? ........................ 4
v
VI xxx IJN(~ENSORED SALES S')'RA1'EmES
Business Basics 101 ............................................... 4
In a Nutshell ..................................................... 5
Recognizing the Niche ............................................ 6
All Businesses Are Alike ............ , .............................. 6
Fresh Eyes See What You Cannot .................................. 9
Your Business Is Not Different ................................... 11
Be America's Next Top Model-er .................................. 12
CktJptcr:J.
AIM TO PLEASE: WHAT BUSINESS ARE YOU REALLY IN? ..... 15
Bad Execution Foils the Best Efforts .............................. 16
The Broken Bridge ....., . ......................................... 18
The Biggest Hole ip. Most Bridges ................................. 18
Experiencing the Potholes ........................................ 21
How Much Money Do You Want to Make? ........................ 22
The Most Misunderstood Gap in the Bridge ....................... 22
The Performance Hole in the Bridge .............................. 22
What You Say Affects What You Get .............................. 24
Bringing Your Bridge Up to Code ................................. 25
CktJptcr 3
ATTRACTION: MAKING YOUR BUSINESS
IRRESISTIBLE .............................................. 27
What You See Is What You Get ................................... 28
This Is for Me! .................................................. 29
Ideal, Yet Not Ideal .............................................. 29
Are You the One for Me? ........................................ 30
We Are Not for You .............................................. 31
If It Looks Like a Duck. .. . ...................................... 32
The Customer Is Always Right ................................... 33
Give Them What They Really Want ............................... 34
There Are Riches in Niches ....................................... 36
Yes Virginia, There Is a Sub Niche (In Your Business) ............... 38
Contents
IJN(;I~NSOREJ) SAI.ES S'I'RA'I'EmES xxx VII
Chapter 1-
SEDUCTION: SATISFYING YOUR
CUSTOMER'S SECRET DESIRES ............................ 39
Who Is Your Customer? .......................................... 40
What Do Your Customers Really Want? ........................... 41
You Are Not Your Customer. ..................................... 42
Up Close and Personal ........................................... 43
Good Evening, May I Help You? .................................. 44
Everything but the Kitchen Sink .................................. 45
It Depends on Your Definition of the Word "Guarantee" ........... 46
It's Worth the Risk. .............................................. 46
Tell Me Lies, Tell Me Sweet Little Lies ............................. 48
The Time Is Right (Now) ......................................... 50
"I Make Special Just for You!" .................................... 51
Chapter
!)
SATISFACTION: MAKE THEM SO HAPPY THEy'RE
EAGER TO COME BACK FOR MORE ......................... 53
Feelings ......................................................... 54
Illusions ........................................................ 57
Surprises ................................. '. ....... : .............. 60
Recognition ..................................................... 61
Belonging ....................................................... 62
P/fRTTWO
'l'OOI.S & 'l'il(~'l'IC~S ()I~ SI~lnJ(~'l'nTI~ SI~I.I.IN(.
Chapter 6
CREATING AND DIRECTING THE MOVIE
IN YOUR CUSTOMER'S MIND .............................. 67
Creating Your Mental Movie ..................................... 68
Developing the Script ............................................ 69
Expectations Management ....................................... 72
Contents
