– Direction – Knowledge
A bicycle maintains its poise and
equilibrium only so long as it is going to forward towards
something. You have
a good bicycle. Your
trouble is you are trying to maintain your balance sitting
still, with no place to go.
It's no wonder that you feel shaky.
engineered as goal seeking mechanisms.
We are built that way.
When we have no personal goal which we are interested in
and which "means something" to us, we are apt to
"go around in circles," feel "lost" and find
life itself "aimless," and "purposeless."
We are built to conquer environment, solve problems,
achieve goals, and we find no real satisfaction or happiness in
life without obstacles to conquer and goals to achieve.
People who say that life is not worthwhile are really
saying that they themselves have no personal goals which are
get yourself a goal worth working for.
Better still, get yourself a project.
Decide what you want out of a situation. Always have something ahead of you to "look forward
to" -- to work for and hope for.
Look forward, not backward.
Develop what one of the automobile manufacturers calls
"the forward look."
"nostalgia for the future" instead of for the
"forward look" and a "nostalgia for the
future" can keep you youthful.
Even your body doesn't function well when you stop being
a goal striver and "have nothing to look forward to."
This is the reason that very often when man retires, he
dies shortly thereafter. When
you are not goal striving, not looking forward, you're not
In addition to your purely personal goals, have at least
one impersonal goal -- or "cause" which you can
identify yourself with. Get
interested in some project to help your fellow man -- not out of
the sense of duty, but because you want to.
book, we are going to focus on, "you," (the energy
that drives the bicycle: Action) and "the front wheel"
(the steering and direction: Direction).
For the sake of brevity, we will assume that the
"the back wheel" (product and process knowledge:
Knowledge) has been covered with dealership training.
to be somewhat uncomfortable at first.
Because, you are about to discover your unlimited
potential through a step by step process that will not only
increase your income but also give you skills that you can
transfer to other aspects of your life.
recall the first time you attempted to
bicycle. I know I
certainly do. I
also remember the scrapes and bruises.
But I learned to ride that bicycle, not because, I had to
but because I wanted to. This
was the driving force behind the accomplishment of that goal.
And to this day I still remember how to ride a bicycle.
As you embark on your new career, yes, there will be some
scrapes and bruises. But I can assure you, the tools and tips provided in this
book will make your new career "as easy as riding a
Table of Contents
1 - PSYCHOLOGY OF SELLING
The Mind Set
Planning and Tracking
Staying on Course
2 - MECHANICS OF THE SALES PROCESS
2: PERSONALITY TYPES
3: AVOIDING NEGATIVES
4: COMMON OBJECTIONS
5: INTERNET SALES
7: FORMULA FOR SUCCESS
3 – THE TOOLS OF THE TRADE
Your Daily Planner
Your Goals Tracker
Calculating your Course
Communication is a feedback
find that we were spending the majority of our time in
Communication is an unconscious and habitual process, and
therefore tends to become stronger if reinforced intermittently.
This means that if you get your outcome, with enough
regularity that you do not become overly frustrated, you're
communication process, effective or not, will be intermittently
reinforced enough and powerfully entrenched.
Like any habit it becomes increasingly difficult to change with time.
need a clear understanding of how to cleanly convey our thoughts
and feelings to others, so that in this highly competitive world
we will have the maximum influence.
A well-trained actor or comic is able to affect feelings
and motivation with keys by the careful use of voice town and
tempo as well as mindful use of body movements.
Since individuals still make decisions on their sense of
what is appropriate being able to communicate to the got level
of another human being becomes the quality of communication that
we need today.
process of communication does not only
the careful selection of words, but also the delivery of those
words and the accompanying body analogs or movements.
You cannot, not communicate.
Even if you do not respond when someone addresses you,
you're making a significant statement.
Do a little research for a minute.
Standup or sit up straight.
Now, allow your head to fall forward, your shoulders to
round, your head to tilt to one side, and say to yourself,
"boy do I feel happy."
What is your internal response?
Why doesn't the communication work?
OK, change position and shake off the feelings of that
last exercise. Now
stand tall, look up, raise your arms, breathe deeply and say,
"boy am I depressed."
Once you stop laughing at the absurdity of the internal
feelings think for a moment about why neither of these last two
exercises work from a communication point of view. I propose that the body analogs were so out of sync with the
words that the subsequent feeling was funny.
research supports that communication is more than the words we
say. This research
demonstrated that percentage of the overall message carried by
the various components of the communication process:
-- seven percent of the message was contained in the
-- 38 percent of the message was contained in the
tone, tempo and syntax.
-- 55 percent of the message was contained in the body posture, gesture
and eye contact.
significant message here is that, outside of using the appropriate words to set
the context for communication, the words are not as important as the way in
which they are delivered. Excellent
communicators have known for years that the feedback you receive from the
communication is a reflection of the message sent. If you're not getting the results you want, change the
process of you're communication.
is a two-way loop between sender and receiver.
This loop is governed by a set of rules. Understanding and internalizing this set of rules build good
interpersonal skills and high-quality relationships. With the use of these skills, planning and problem solving
and the successful transfer of information or direction is enhanced.
six steps to powerful communication can become head digital with minimal
1. No what you want!
All communication is outcome oriented.
Your desired outcome may be anything from a
in attitude to a car deal. Make
sure you can define your outcome and sensory specific terms.
Be able to answer in the following questions about your outcome.
When I have achieved my outcome, what will I see?
What will I hear? What will
2. Have the flexibility (at
least three choices) about how to achieve your outcome.
The individual with the most choice has the most flexibility and controls
the communication loop. Automatic
and habitual responses tend to achieve hacked results.
3. Have the visual, auditory
and kinesthetic acuity to know when you have achieved your outcome.
When we communicate with an individual it's possible to see physiological
changes that indicate if the information that we are providing his having the
desired impact. Once you have seen
the physiological indicators to tie you that you have achieved your help, stop.
4. Consider the best context
for achieving the outcome you want. Use
words clearly in the communication to set and support that context.
If at any point you need to reinforce the context, do so. For example, if you must deal with the client that is
difficult, set a context for the discussion that ensures they feel important,
and not threatened.
5. Deliver your message with
town and tempo that supports what you are saying as well as the outcome.
If your outcome is to help the client deal with and behavior that arises
out of a past bad experience in a car dealership, speaking in and gentle and
supportive tone and tempo will do more than an aggressive one.
Although aggression on your part may result in some modification of the
client's less than desirable behavior, it is also likely to create and negative
if only saddle backlash. It becomes
increasingly difficult to sustain that behavioral change and the deal with the
6. Use body analogs or
movements that support the message being sent eliminate random movements because
they often negate your message or create a double message. At best, random
movements create no ways that must be eliminated from the receivers visual field
in order for the communication can be effective.
find useful to guide yourself throughout the day with one question, "what
is my outcome, and what is my present behavior doing to support my attaining
that outcome?" Communication
is both an internal and external process. How
we communicate with ourselves internally affects the quality of our lives at
least as profoundly as how we communicate with others.
All communication, internal or external needs to
focused on improving, the overall quality of our lives as individuals, our
community and our culture. We need
to learn to take responsibility for the results of our communication.
is a feedback sensitive activity, analogous to the thermostat circuitry that
controls a heating system. If you
want the temperature to be 20 degrees in your house, setting the thermostat at
30 degrees rather than 20 degrees will not get the temperature to the desired
level any faster than if it was set at 20 degrees. In communication, louder, faster, and the longer, usually
serves to alienate the recipient of you're communication rather than enhance the
stability of the outcome.
you do today what you've always done, you'll always get what you've always got.
Do yourself a favor and communicate differently today!