This document provides advice for becoming a perfect sales professional. It discusses three main problems with traditional sales approaches: 1) focusing too much on closing the sale, 2) focusing too much on sales skills, and 3) treating customers like numbers rather than individuals. It recommends understanding your world, understanding yourself, understanding your customers, and continuously learning and improving a diverse set of skills beyond just sales skills. The perfect sales pro is one who builds trust with customers, understands all parties involved, and commits to lifelong learning.

1. How to Be
The Perfect Sales
Pro
The Master Sales Manual Presents…
The Real Problems In Sales &
The Secrets To Sales Success

2. Problem #1 • Sales People Focus Too Much on
Closing The Sale
It’s not just about closing the sale,
it’s about building TRUST.
Traditional sales techniques teach
us to Always Be Closing… And
while there is essentially nothing
wrong with this concept, the
underlying message has been
lost…
New sales people think that
closing is an event!
Always Be Closing really means
that the act of CLOSING THE
SALE is a process, not an event!

3. • Sales People Focus Too Much on
Sales Skills
I’m not objecting that sales skills
are necessary… The question I
have for you is, “what are sales
skills?”
What is your definition of what
sales skills are?
For most, sales skills include the
ability to tell others about your
product, ask good questions, and
handle objections…
But to be truly great at sales… To
be the perfect sales pro – There’s
So Much More.
Problem #2

4. Problem #2
Cont… • Sales People Take Other Skills For
Granted
Those skills they use daily, at and away
from work… They take them for granted.
The result is they end up saying things
they shouldn’t say, or doing things they
shouldn’t do.
To be the perfect sales pro, you need to
be a master at your own art… Ask
yourself, what skills do you use, that you
could possibly improve on. Different
types of sales may use different skills.
Consider: Business skills,
communication skills, presentation
skills, persuasive skills, negotiation
skills, relationship building skills, etc.
etc.

5. Problem #3 • Sales People Treat Customers Like
A Number
Just like James Bond, you give them
a number and you take away their
names. As I said before, it’s about
building TRUST.
To build a strong level of trust, you
have to understand your customers,
but even more… you have to
understand yourself… And just to
make things complicated, you have
to understand the REAL
UNDERLYING relationship
between your customers and
yourself.
Now – That’s a lot of understanding

6. Understand Your
World • Stop taking knowledge for granted
Understand your business and
your products, and understand
your customers. But don’t just
understand – Evaluate.
Keep notes and records, compile
basic statistics, and use that
information to better your results.
Why will your business succeed?
Why would it fail? What
opportunities and problems exist
in your environment.
Change in the environment often
means change in business.
Political factors? Legal Factors?
Consumer changes? Etc.
As the world turns, time changes everything

7. Understand
Yourself • Who Are You?
I’ve been living with myself my
whole life. I know who I am. I
know my strengths, and I know
my weaknesses. At least that’s
what most of us think.
Our brains are designed to seek
out things that make us feel good.
Especially things that make us feel
good about ourselves. This is
called Fundamental Attribution
Error – And We ALL have it.
Essentially, you have to stop lying
to yourself and take a more
objective view of your skills and
abilities. Seek out improvement,
learn and use what you’ve learned.

8. Understand
Yourself • Who Are They?
Here we go with understanding
again… Keep notes and records on
your customers… This is data…
These are statistics, what do they
mean? You figure it out.
Who are your customers? Why do
they buy from you? Why do they buy
from your competitors? What
decision making process do they go
through? What could change their
decisions? Why would they come
back? What is most important to
them.
Todays customers are more
demanding… They don’t want to buy
the way you want to sell. They want
you to adapt to their way of buying.

9. Don’t Stop
Learning! • Learn & Use a Diverse Skill-Set
To be the perfect sales pro, you have to
keep learning. There’s too much to know
– and too much to improve on, not just
as a sales person, but as a person in
general.
When I was young I learned how the two
most important skills you’ll ever learn –
are people skills and communication
skills… What they didn’t tell me was that
I could spend the rest of my life learning
about these two subjects alone.
Learn step by step, one piece at a time.
But don’t stop learning. Don’t stop
improving. These are the ways of the
Perfect Sales Pro.