ABC? No, Never Be Closing!

alecI’m an avid reader of good quality books on many subjects, and one that my team put my way last week has intrigued and interested me.

“Never Be Closing” by Tim Dunne and Tim Hurson is an inventive and creative journey into presenting a sales structure and then providing invaluable techniques to help you use problem solving no matter what sales situation you encounter.

The book introduces a model that is not unique but offers ideas in differing formats. Called the ‘Productive Thinking’ model, Dunne and Hurson identify six components that allow for expansion of the existing sales model. It requires us to be thoughtful about the questioning process and invites us to use a deeper response mechanism when investigating processes that buyers go through when making decisions.

The model consists of a six-step process:

“What’s Going On?”: This asks us to make a thorough fact-finding researched analysis of the current situation and what’s caused it

“What’s Success?”: How will the success of a particular process or project be measured and what will the determining factors of that success actually look like?

“What’s the Question?”: This may seem obvious, but it’s surprising how few salespeople ask the questions that truly make prospects think about their business in line with what we can offer. Digging deep with power questions can differentiate you from your competitors, as you make your prospect think more about what needs to be accomplished

Generate Answers: By assimilating options, you give the prospect opportunities to think through what would be best for them and their business. Answers to their problems must involve the prospect in determining the best solution, not just a diatribe of product features and benefits

Forge the Solution: This is where the answers, or options of choices that would work, are refined to achieve the goals, objectives or targets the prospect is looking for.

Align Resources: Identify how you can ‘line up your ducks’ to achieve those goals, allocating the proper resources that will build on the current situation and help them create something different to whatever the competition are thinking.

The book highlights exactly what processes you can go through to build confidence in your prospect to make the best choice. Never Be Closing may well be different to what you’ve been taught in the past, especially those brought up on the ABC acronym (Always Be Closing), but it does offer a real alternative to the ‘stack-em-high-sell-em-cheap’ merchants who go straight for the kill.

Dunne discusses how the ‘DRIVE’ model can help you plan for success in meetings. Desired outcomes, Risks to avoid, Investment not to exceed, Vision or Values and Essential outcomes are all discussed in detail to help you think and prepare for the sales meeting.

Dunne and Hurson mention that many salespeople are still strangers to their clients even after selling to them for some time. What the book does is offer insights into how to build problem-solving relationships so that you don’ have to resort to closing ‘tricks’ that will cause more problems than they solve.

All-in-all, a satisfying read for you if you need a boost to your sales repertoire.

Happy Selling!

Sean McPheat

Managing Director
MTD Sales Training

(Image courtesy of Vendesocial)

Book Review: What The Customer Wants You To Know, by Ram Charan

Today’s sales conversations seem to revolve more than ever around price.  But, as I’ve said many times before, the customer of yesterday has changed forever.

And today’s buyer wants something different. Price and value are still essential, of course, and today’s customer wants you to know how their business works, so you can make it work better. And guess what; you can’t do that with your traditional sales approach.

This is also the view of Ram Charan, whose book ‘What the Customer wants You to Know’ is part of my sales library, and should be part of yours.

Charan says the heart of the new approach to selling is an intense focus on the prosperity of your customers. No longer do you measure your own success first. Charan suggests that you measure success by how well your customers are doing with your help. So, you take the focus away from selling products and services, and you focus on ways your company can help the customer succeed in ways that are important to that customer.

Charan’s book highlights ways that you and your customer can work together to change the nature of the game in your customer’s industry, based on the value you can help provide. It’s one of the best books I’ve read recently on becoming a trusted partner with your customers, and best of all, it’s packed with tips and ideas on how you can build a relationship that will keep them loyal to you. I’d recommend it for your bookshelf.

Happy Selling!


Sean McPheat
The UK’s #1 Authority On Modern Day Selling
MTD Sales Training

Book Review: The 800 Pound Gorilla Of Sales

About 12 months ago I was approached for an interview on how to dominate your market.

Because MTD Sales Training is one of the dominant players in the UK sales training market, Bull Guertin wanted to know what we did to make it so.

Now I’m not going to reveal our secrets because there are plenty of those! But what I did do was tell all around some of the personal branding that I do as the leader of the company.

And I’m pleased to say that my information is covered over 4 pages within the book so I got some decent coverage out of it.

Now in terms of the book, it’s a must read.

Bill has gone to great lengths to interview some of the major players in their field and he has done a lot of research on what it takes to dominate your market.

What I particularly like about it is that it provides you with plenty of practical examples and real-life experiences to bring the book to life.

It will certainly help you to separate yourself from your competition and in markets where suppliers are a “much of a muchness” today, this is really useful.

It’s not too heavy, easy to read and you can digest the info in bite sized chunks.

I would highly recommend this book if you’re looking for something different and want to position yourself as an expert and authority in your field.

Happy Selling!


Sean McPheat
MTD Sales Training


0800 849 6732

Book Review – Playing Bigger Than You Are

As an “authority figure” in the UK sales scene I am often asked for my input and opinion on the latest book releases that come out on the market.

I’ve actually got 14 of them stacked up at the moment so I’d better get my skates on!

The latest book I have had the pleasure of reading and reviewing is:

“Playing Bigger Than You Are” by William T. Brooks & William P.G. Brooks

Here’s my feedback on this book:

Firstly, this book is all about getting those big accounts. A lot of small businesses are just too scared to or think that the big boys do not need their help.

This book does a great job in demystifying these myths and goes into how and what small business should do to get the giant corporations to play ball with them!

It’s a very easy read and it gives you specific tips and approaches so you can win larger accounts within your target market.

If you run a small business and need a kick up the backside to start hunting for whales than this book will give you the impetus that you need. If you know the value of this already then the start of the book could be a little slow for you but bear with it and read it all.

Overall, this is a good addition to your sales toolbox. We all need those big accounts to keep the wolf from the door and this book helps to break down this process into easy to understand, jargon free information that will help you rather than bamboozle you!

Good job Brooks Group!


Sean McPheat
MTD Sales Training

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