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

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.