The Ultimate Sales Machine
by Chet Holmes
Building a sales machine is
not about doing 4,000
things; it’s doing 12 things
4,000 times each”.
“Building Blocks….
you must have if your company is going
to…succeed for a long time”
Chapter 1: TIME MANAGEMENT
Chapter 2: TRAINING
Chapter 3: EFFECTIVE METINGS
Chapter 1:
Time Management Secrets of Billionaires
“Do not come to my door and ask if I have a minute. The
answer will be no. Unless urgent, hold all thoughts, ideas,
issues, or (non-urgent) concerns until the weekly division
meeting. Below is a list of when these meetings will be held.
Otherwise, I will post two times per day when I will take “got
a minute” meetings. If your needs can not wait for the
weekly meeting, write your name in the “got a minute times
allocated and I will take a quick 10 minute meeting.”
Six Steps to Great Time Management
 Touch it Once
 Make Lists
 Plan How Much Time You Will Allocate to Each Task
 Plan the Day
 Prioritize
 Ask Yourself: “Will it Hurt Me To Throw This Away?”
Chapter 2:
Instituting Higher Standards and
Regular Training
True or False:
 All employees perform each aspect of their job with a high
degree of excellence and consistency
 Results are somewhat predictable because training and skill are
consistent
 Each supervisor would give a similar answer for each question
or problem
 Each employee would give a similar answer for each question
or problem
 Client treatment is similar, no matter who the client deals with
in our company or department
 All staff members know what is considered good performance
or attitude
If you answered false to any of the above your
company is NOT serious about training
 Training Sets Standards
 Training Makes $$
 Train or be Derailed
Chapter 3:
Executing Effective Meetings
How to work together to improve
every aspect of your company using
workshop training.
The 3 “P”s
 Planning
 Procedures
 Policies
10 Steps to Implement Any New
Procedure or Policy
1.)
Get Everyone to Feel the Pain ….of not fixing a problem.
2.)
Hold Workshops to Generate Solutions
3.)
Develop a “Conceptual Solution or Procedure”
4.)
Leader Personally Performs Procedure or Task
5.)
Set Deadline for Testing the Conceptual Procedure
6.)
Document Step by Step Procedure or Process
7.)
Have Show and Tell and Role Playing
8.)
Have Another Workshop on How to Improve
9.)
Monitor the Procedures Directly
10.)
Measure and Reward the Outcome
Chapter 4:
Becoming a Brilliant Strategist
Change ----- REAL change, dramatic
improvement ----- in any company starts at
the TOP and works its way down.
Prospects
 3% are ready to buy now
 6-7% are open to your product or idea
 30% are not thinking about it
 30% don’t think they’re interested
 30% know they are not interested
Chapter 5
Hiring Super Stars
If you want to have the ultimate
sales machine you must have the
ultimate sales person.
If the reward is big enough you can
always get people who will share in
the reward.
 List 3 initiatives that you would like to hire
someone for
 Next to each initiative write what it would
mean to your bottom line ($$$ reward)
 List what you can afford to pay to get an
individual who will accomplish the initiative.
If you advertise using an average
dollar amount what a salesperson can
make you will receive responses from
average people.
SUPERSTARS ONLY: $50K - $300K
Don’t even call unless you
are an overachiever and can
prove it. ……(see page 84)
SALES SUPER STAR WANTED $50k - $300k
DON’T EVEN CALL UNLESS YOU ARE THE BEST
AND CAN PROVE IT!
Earn $50k if you are average; $150k if you are good; and $300+k if
you are great! We are in the _____industry, but we hire star
performers, not backgrounds! Young or old, if you have the stuff,
we’ll know. Will train someone who has everything we want.
Small base, but HUGE performance rewards can earn you
$300k(?) and beyond each year. Must be awesome in opening
doors and getting appointments from a cold start. Must be highly
self motivated, a terrific presenter and communicator, and a
BARRACUDA closer. Come and build your own empire within our
fine, progressive company. We have a superb reputation and
need real stars to bring in the best accounts. Mail resume to:….
Hire For Aptitude Fire
for Attitude
DISC / PIAV
3 Steps to Interviewing Superstars
1.) Relax (Help the candidate relax)
2.) Probe
3.) Attack
THEREFORE….
 Create a performance based
relationship
 Reward handsomely
Chapter 6:
The High Art of Getting the Best Buyers
Understand your target market and pin point
your advertising to these companies / people.
There is always a smaller number of “best
buyers” than there are all buyers. That means
marketing to “best buyers” is cheaper than
marketing to all buyers.
Chapter 7:
The Seven (Eight) Musts of Marketing
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Advertising
Direct Mail
Corporate Literature: brochures and promotional materials
Public Relations
Personal contact: salespeople and customer service
Market education: trade shows, speaking engagements, and
education based marketing
Internet: web sites, email and affiliate marketing
Use of Sales Genie/ Open Moves or Constant Contact
4 Rules in Advertising
1) It must be distinctive
2) It must capture attention with a screaming
headline
3) After the headline hooks them, your body
must keep them reading
4) Include a call to action
Chapter 8:
The Eyes Have It
 85% of information to your brain enters
through your eyes … use color
 Humans remember
 20% of what we hear
 30% of what we see
 50% of what we see and hear
Chinese Proverb
If you hear about something you will forget it,
If you see something you will remember it,
Not until you experience it will you understand.
Rules for Effective Presenting
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K.I.S.S. (Keep it simple, stupid)
K.I.F.P. (Keep it fast paced)
Use “WOW” Facts and Statistics
Build in Opportunities for Stories
Your Presentation Should be Curiosity Driven
Think of Each Headline as Valuable Real Estate
Be Confident not Obnoxious
Focus on Them, Not You
Maturity is when all of your mirrors turn into
windows!
Chapter 9:
The Nitty-Gritty of Getting the Best Buyers
 Choose Your Dream 100
 Choose Gifts
 Create your Dream 100 Letters
 Create Your Dream 100 Calendar
 Conduct Dream 100 Follow Up Calls
 Present an Exciting Briefing
 Use Market Data not Product Data
Chapter 10:
Sales Skills
 Establish Rapport
 Qualify the Buyer (Find the Need or Push the Pain)
 Build Value
 Create Desire
 Overcome Objections
 Close the Sale
 Follow Up
Chapter 11:
Follow-up and Client Bonding Skills
Every minute that the prospect does
not hear from you after you have left
his office his respect falls off. Out of
sight, out of mind!
10 Steps to Great Follow-Up
1
2
3
4
5
6
7
8
9
10
First follow-up letter
First follow-up phone call
Share something amusing or of personal interest
Share a meal
Send anther follow-up letter/fax/email
Invite prospect to a “fun” event
Offer something to help their business
Send another letter/fax/email
Offer more help
Invite them to your home or be invited to theirs
Chapter 12:
All Systems Go
Setting Goals
Measuring Effectiveness
Activating Your Master Plan