No B.S. Sales Success – Dan Kennedy [Book Summary]

by Nick

Dan Kennedy’s book, “No B.S. Sales Success”, is a simple, honest, and pragmatic sales guide that really helps you sell better.

This book, by design, should equip you for the transition to the high brotherhood of the richest, most protected, independent, influential and important. It sets out the most important techniques that I have developed over 30 years: I learned something from personal experience, looked at something from super-successful professionals and reduced it all to reproducible practices, which were then perfected by my clients with six- and seven-digit income and perfected leading trading companies for whom I develop strategies. These proven algorithms are given in the context of the New Economy and its requirements.

This book is available as:

eBook | Print

From a Bigger Crisis to a New Economy

For those who behaved courageously, creatively, smartly and responsibly, the New Economy opens up new great and wonderful opportunities: these opportunities have become more diverse and accessible and, as never before, help to get rich quicker. Strictly according to Darwin, populations will become thinner, the weak ones will be eaten, and the strong ones, stepping over gnawed skeletons, will move to a better life. Everyone chooses to fall and be trampled or move forward – and quickly because only he who moves forward will not be trampled. Once a generous and benign economy has become angry and spares no one else. The game went according to strict rules.

There are new opportunities. They impose their requirements. And there are eternal, time-tested, trouble-free principles of success, forgotten, abandoned and set aside by current businessmen. These principles need to regain leadership and leadership. The book “Tough Sales in the New Economy” and her sister, “The Success of Tough Business in the New Economy” are just about all this: about new opportunities, new requirements and forgotten principles that need to be remembered.

Let me briefly outline what, according to Dan Kennedy, the New Economy that is emerging now will require professional salespeople.

Here it is, a new reality:

  1. All power passes to the consumer, and he perfectly understands this.
  2. Consumer tolerance for the ordinary – whether it is goods, services, skills, experience, to the banal and mediocre, and certainly to incompetence is zero.
  3. The money will be spent more meaningfully, and it will be delivered only to salespeople, especially distinguished by the breadth of knowledge and skills, training, discipline and insight. A cautious consumer who seeks to spend wisely and responsibly will not buy until he studies you and decides that you are trustworthy. And he will evaluate meticulously.
  4. You will have to honestly earn the right to interest and support for the consumer by offering him the best-suited, non-standard and even customized goods, services and transactions. Today, the buyer has and is well aware of the opportunity and power to demand a product created specifically for him, just for his needs, needs, desires. People are no longer in a hurry to make money and will not buy anything you want to put up for sale.

15 Tough Strategies for Success in Negotiating, Persuading, and Selling Strategy

1. Immunity Against No

In good times, directors are brilliantly led, and all sales representatives are just superstars. But as soon as the first clouds rush into the sun, the very same people suddenly turn into a fussy muddle.

Have they dramatically changed?

No, they were never particularly smart. They bring down everything in an economic situation, but it is a monstrous and pernicious lie. Irresponsibility and blindness. When the situation in the economy or in an industry or in a separate territory changes from generally favorable and happy to harsh and hungry, one cannot

hide the weaknesses and shortcomings, laziness, bad discipline and primitiveness of technology. On Wall Street, they say: until the ebb comes, you will not see who is naked, who is no use.

The gross truth is this: if you persistently blame external causes for failures, and not yourself, then you refuse the opportunity to change the situation. Anyone who intends to achieve great success in sales should be able to achieve results in any circumstances, including those that most people perceive as unfavorable. Decide for yourself whether you will be a salesman: summer or all-weather.

Strategy 2. The Positive Effect of Negative Expectations

I convinced that 95% of people who consider themselves to be “positive-minded” do not understand what “positive thinking” is.

People often think that this is some kind of magical, mystical shield from reality. They believe that if they think about the good, then all adversity will pass them. And if trouble happens with someone, they say to him: “You see, you did not think positively.” But in reality, this is not so. You can think of good things until you turn blue, and you will still run into difficulties every now and then. Those who believe that good thoughts drive away evil spirits sooner or later turn into resentful and disappointed detractors of positive thinking.

Positive thinking does not mean that you need to close your eyes to the existing order of things. In fact, they succeed in business, marketing, and sales by working with what is, rather than with how it should be. Real positive thinking is the recognition of potential and existing adverse circumstances and reactions and the development of a plan that will allow them to be overcome and achieve favorable results. Both in sales and in negotiations, I call this mechanism a positive effect of negative expectations.

How to Get the Positive Effect of Negative Expectation: Six Steps

  1. Drop the prejudices of “negative” and “positive”.
  2. Make a list of all questions, concerns, and objections that your interlocutor may have.
  3. Make a list of all possible overlays.
  4. Develop a positive reaction to all the negative events that you could imagine.
  5. Conveniently organize information, ideas, and documents so that the necessary notes and materials are always at hand.
  6. After such thorough preparation, be confident in yourself to the end.

Strategy 3. Listening to People, You Influence Them

Listening is not as easy as it sounds. In fact, the inability to listen to today is one of the main problems of American business.

Industrial accidents, marriage, errors in the distribution of drugs in hospitals … the list of losses, financial and human, from the fact that people inattentively listen to each other.

Some large corporations spend a lot of money on training, where staff develops the ability to listen. And my main complaint to the people with whom I have to work is precisely that they lack this skill: I explain something in detail and in detail, but they capture only part of what was said. And the first problem is that most of us simply do not have effective listening techniques. And the salesman is experiencing a double attention deficit: his own and the customer.

The second problem is that even those who know how to listen often do not listen, for the reasons listed below and many other reasons.

Busy with your thoughts

If you could see – like pictures on television – what is happening in the mind of the person you are talking to, you would be amazed. Images related to what you tell him would flicker there only from time to time, in a motley stream of others unrelated to the conversation. When I give a speech to the audience, I clearly understand that leapfrog of a wide variety of images flies through the minds of the audience: a kitchen surrounded by fire (“Damn,

Did I turn off the coffee pot? ”), the supermarket hall (“ What should I cook for dinner? ”), the enraged wife slamming the door (“ She’s so crazy ”), etc. etc. Mentally, these people wander somewhere far away from me and my presentation, from time to time returning to me and again moving away.

Psychologists generally claim that every 4-8 minutes a person visits sexual fantasies. There is a plus: I know that everyone in the hall will have a good time, no matter what I do there on the stage. But there is also a minus: I went on stage to sell my product, and therefore I need the attention of the audience. I know that their thoughts are scattered, and I have to pull them back.

A huge mistake of salespeople working in personal contact is to think that if the person you are talking to is looking at you, then he is listening.

In adults, attention deficit disorder is exacerbated by technological progress. Nowadays, most people are constantly connected to various irritants. It seems that everyone has just forgotten how to walk: on the go, you definitely need to listen to music through headphones and write messages from your phone. In the news on TV they let down a running line, cut the screen into pieces, and around the talking head there are so many pictures that are piled up as you will not find in every comic book. And when we sell, we try to attract the attention of the client against the background of all this mosaic.

His ability to perceive melts with each new wave of stimuli to which he connects. And yours too. To focus entirely on what the client says is a task that is completely contrary to the “education of the environment” that we are exposed to and all kinds of familiar experiences. For the client, focusing on your words is a behavior that fundamentally does not fit into the everyday experience of life.

A sales professional must be familiar with the methods of disabling extraneous thoughts and irritants and be able to direct all attention exclusively to the interlocutor … and only then can he hope for the same from the client.

Five Steps to a Productive Listening

  1. Before the meeting, throw all distracting thoughts out of your head. Before entering the room or picking up the phone, close your eyes for a minute and try not to think about anything. Leading telemarketing trainers advise, when receiving a call, to put the paper on the first trill of the phone, close the eyes on the second and take a deep breath, and smile on the third and answer.
  2. Determine in advance what the interlocutor is important to you and what important can be contained in his words. To include attention, you must convince yourself that you are not doing it in vain.
  3. Catch data and tips that will help establish cooperation with the interlocutor. The long, irrelevant beloved story told by the interlocutor can, in addition to his intentions, give a small clue that will help to convince and motivate this person.
  4. Listen actively. Nod. Cheer on. Ask questions, encouraging the interlocutor to continue and showing his interest. To attract the interlocutor, use the technique of “mirror reflection” 3. Not in the sense that you have to sacrifice your own personality. I have never done this and do not consider it necessary for anyone. But it is possible, preserving individuality, to some extent transform your psychology so that the interlocutor feels freer.
  5. In some business situations, it may be appropriate when listening to the interlocutor to make notes. Feel free to do so: this emphasizes your interest.

Strategy 4. Beware of Infection

In almost any selling organization there is at least a couple of “seasoned veterans” who, due to their long experience, position in the company and accumulated customer base, are able to secure relatively decent income, while remaining worthless salespeople. These parasites make money, despite numerous bad habits. Such an audience is extremely dangerous for any enthusiastic salesperson, and especially for a newcomer to the company, for a variety of reasons.

It should be very careful to choose who you allow to influence yourself and give advice. Having been influenced by a person moving without a goal, most likely you yourself will go nowhere too!

Strategy 5. The Issue of Personalized Packaging

Most products have an important element of advertising and marketing, such as packaging. For every product its own packaging is good. Sometimes it is better to pack the same product in different ways for different countries. There are many variables to consider. Exactly the same considerations apply to the “packaging” of the seller himself.

Like any of you, I have my clear preferences in clothing and fashion. I like certain things, others do not like. It must be exactly like you. However, a successful professional salesman understands that personal preferences must be left in favor of the “packaging” most effective for the current situation. This can be taken as image-making. Critical business. The main aspect of the image is

The first impression you make on others. Psychologists say that people, as a rule, form an opinion about their neighbor in the first four minutes of acquaintance, and 80% of this opinion is given by non-verbal signals.

What you say will have almost no effect.

And we also know that people are extremely averse to changing the prevailing opinion.

Another aspect is the general, constant impression of you. You must always take into account what your appearance says about you.

Strategy 6. Remember Why You Are Here

Of course, all related matters are important. Data collection. Mutual language. But they should promote the sale, and not take it away from it and not delay the deal. The new economy requires productivity and efficiency and punishes wastefulness. The sales professional must ultimately measure his effectiveness by whether he is able to use the very best opportunity for a successful sale.

If you care too much about minor things to be loved, for example, appreciated or respected, or if you are too eager to join others’ concerns, or are afraid to seem intrusive, you will have a lot of “friends”, but not too much money.

That’s why I believe that all sorts of fashionable training, which in some places turn into sensitivity training and are generously spiced up with popular psychological gibberish, should be perceived through the prism of healthy skepticism. Non-manipulative sales, non-confrontational sales, advisory sales, sales without completion appeared. For the most part, they seem to boil down to shy sales, and as the same Zig Ziglar said, “a shy salesman has skinny kids.”

Today, teaching group presentation marketing and applying it, I often remind myself: “Don’t forget why you are here.” I don’t care if the audience laughs and claps a lot, and I don’t really care if there will be a standing ovation. I’m interested in how many people will buy my product and how much I will sell. These are real indicators, a true measure of success.

Strategy 7. Expectations Drive Results

I don’t think that most sellers every time hope to “get a check”. No, they expect that they will be wrapped up, that the matter will drag out, suggest the need for several meetings and presentations, and, in general, DO NOT count on success. And, as a rule, what they expect is what they receive. And many even deliberately underestimate their own expectations in order to insure themselves against disappointment.

I prefer and consistently try to work with clients-entrepreneurs.

Expectations and intentions can likewise affect the performance of an entire organization. Once I advised a construction company in which salespeople are accustomed to a 6-8-month sales cycle, numerous meetings before the “close” and that the decisions of the buyer are made by an entire commission. People didn’t want to understand

that these endless cycles were the fruit of their own expectations. About a year later I had the opportunity to advise their main competitor – a company half the size and exactly the same problems, but, fortunately, with a fairly free-thinking president and salespeople. We have developed a fundamentally new “top-down” marketing strategy aimed at directors of companies from the target audience and

involving “closing” the sale for a maximum of three meetings and within a three-month period. In just three years, this company surpassed its competitor in terms of sales and number of employees and reached an average of 48 days from the first “touch” of a potential client to signatures under the contract.

That’s the truth I deeply believe in: a system or process of marketing and sales can always be debugged in such a way as to achieve almost any results and fulfill your expectations. Starting with what you want to have in the end, you go back and see how to arrange so that everything conceived will work out.

Strategy 8. Proof – the Most Important Tool for Successful Sales

The decisive evidence directly meets the concerns, doubts, concerns, distrust, aspirations, hopes and dreams of an individual buyer.

I’ll say from my own experience: there is nothing more valuable than a letter of recommendation – well, except for two letters of recommendation!

In the New Economy, evidence through customer reviews rises to a new, highest level of importance. In the New Economy, everything rests on a personal, emotional connection.

The ruthless truth of Dan Kennedy No. 7.

What others say about you, your product, service or business is at least 1000 times more convincing than what you yourself say, even if you are 2000 times more eloquent.

Strategy 9. The Fred Herman Principle: “Good, Sales Man”

In the emerging New Economy, one of the ways to compete is to “divide and conquer”: companies will even compete with themselves and constantly add new and new options for goods and services to the market. However, this is not consistent with the eternal time pressure of a new consumer who is constantly in touch, constantly running and doing several things at the same time.

There was no better moment to turn to the policy that I chose thirty-odd years ago: to simplify the decision process for the buyer.

When you manage to gain the confidence of the buyer, he will be glad if you decide for him. That’s why sales strategies such as picking up numerous goods or services in “packages” – one, two or three (no more), of which it remains to choose, always beat self-service or a menu choice in terms of percentage of “closure” and average sale size.

You can get rich in simplifying the complex.

Strategy 10. Sell Money at a Discount

This sales strategy is crucial in the era of the New Economy, when the idea of ​​“responsible consumption” came back to society or, if we take a broader historical perspective, and people need more compelling and convincing reasons to buy what they want and what you want them to to sell. There is a bright side: almost any product can be sold at any time to any buyer, if only

this buyer wants to buy it, and you have a convincing legend on the topic of “money at a discount”. It is absolutely necessary to find a way to present your offer as a sale of money at a discount.

Secret six-word magic formula: Prove that you are selling money at a discount.

Strategy 11. Always Compare God’s Gift With Fried Eggs

Always compare God’s gift with scrambled eggs “Well, compared God’s gift with scrambled eggs!” I am sure you have heard this more than once, and I urge you to quickly remove these words from your head forever! Secret: in order to overcome price resistance, it is just necessary to compare God’s gift with fried eggs!

Comparing God’s gift with scrambled eggs, I came up with a convincing argument – saving (strategy 10 also works here: offer money at a discount).

Most recommendations for overcoming price resistance are bullshit.

If you try to overcome price resistance with arguments about a high quality, better conditions, etc., then selling becomes a difficult task. People appreciate the high quality of goods and services, but do not want to pay a high price. Many sellers fight in vain with this.

Much easier and more useful to change the conditions of comparison. Win by comparing God’s gift with scrambled eggs, and then toss “excellent quality without any extra charge.”

This tactic is applicable in fierce competition, and even in price trading.

A prudent salesperson learns to change the rules of the game to secure a decisive advantage. Forget about fair play. Get out of your head all the nonsense about “compete on equal terms.” These stamps are best cleaned with a laser. All your life you hear that you need to “play fair”, and this processing on a subconscious level may interfere with you now. Sales in a competitive environment – this is exactly the search and inventing dishonest advantages for yourself.

Strategy 12. For a Free Lunch

There are no free dinners. Any reasonable and sensible person knows that this is so. And at the same time, we want to believe that exceptions are possible! That is why bonuses work so well in sales. A bonus is a gift or a free “supplement”: what the buyer is given for free when he bought something. Bonuses are absolutely any items: from books to Buicks.

Whenever we hear the word “free”, common sense tells us that they lie to us. If you hear these words from an advertiser, sales agent or seller, this is a lie. If you hear them from a politician, this is an even more impudent lie. And yet we want to hear and believe it.

  • Do not give what you sell. As a rule, this is an ungrateful practice: it depreciates your product or service.
  • Offer gifts that people want to receive for themselves. Even if your customer is a corporate customer, it is best to offer a luxurious personal item, at least as an option.
  • Give what people want, but rarely buy it for themselves. I noticed that some items that I would never buy separately are often taken as a bonus. A day at the spa is a tempting bonus for a client who usually does not spend on such excesses.
  • The bonus should have something to do with your offer or with the client (buyer). It does not have to be associated with the product you are selling. Although it can. Or it can be connected, on the contrary, with the consumer.

Strategy 13. Magic of Mystery

The value of the work to a certain extent depends on how difficult it is for others to consider. For example, in America, people admit that they are most afraid of speaking in public. The incomprehensible number of Americans is afraid of speaking more than cancer, a protracted illness, or death itself! But for me, for example, speaking in an audience is probably the easiest thing that I can do. Although I understand that even before I

open my mouth, I am already earning considerable respect from the audience simply by taking up a job that they find terribly difficult. And it’s much, much harder to speak to other professional speakers because there’s no secret to them from broadcasting from the pulpit.

Who will pay the magician if the public knows all the secrets of tricks? Destroy the secret, and there will be no product left. This is true for most items. In sales and marketing, it is important to create and maintain mystery, magic, intrigue, and originality.

Strategy 14. I’d Rather Be Stupid and Stubborn Than Smart and Impatient

There is a danger of being too smart: it’s so good to understand everything and see all the reasons why the plan does not work, cannot and should not work. And here you sit, crushed by all these reasons, and a stupid frog in the next block takes and does! Even today, with all my experience, I constantly have to struggle with “excessive insight”. Yes, it may be redundant. A person who is too familiar with methods that have not worked before, is blindfolded and does not accept new ideas, does not want to try the old ones again, but in new conditions.

A salesman who finds himself in a new place is often besieged by such “seasoned wolves” – local experts who have tried everything and know for sure which methods do not work. Often their ideas and prejudices have not been tested for years and have long been untrue. Especially when it comes to the New Economy. What suited before may not be all right now, but what did not work may shoot.

I would suggest adopting these three rules of the New Economy:

  1. Do not be afraid to try new ideas and tactics or, for that matter, old, but in new conditions.
  2. Immediately discard those that do not justify themselves, no matter what hopes you put on them.
  3. Patiently and persistently work with those who find perspective, no matter what others think of them. Even the most titled experts can be mistaken!

Just do not confuse perseverance and gift. Looking at the best in any business, including sales, you are tempted to recognize them as geniuses and, therefore, refuse ordinary mortals, including yourself, in the opportunity to equal them. However, in reality, their present mastery is most often not a gift of fate, but the fruit of iron perseverance, methodical experimentation and improvement, elimination of non-working methods and application of successful ones, and everyone can educate this skill in himself.

Strategy 15. Do You Want Success, Do It Yourself

Today, many companies have cut back on transportation costs, and long trips are so troublesome that I radically changed my methods of doing business, and all human communication seems to have moved to e-mail, video conferencing, SMS messages, Twitter, etc. P. However, there are situations when the matter is decided only by personal human contact and nothing else, and there are always important and profitable sales that can be made only through personal communication.

Given the general desire for simplicity, convenience, cheapness, and speed of “remote interaction”, I can say that in the era of the New Economy, a salesperson who spares no time and energy for personal meetings is able, more than ever, to influence the consumer. The desire to jump into the saddle and hit the road today provides a particularly significant competitive advantage, but it has helped to do business before.

In sales, nothing can replace personal live communication. When looking for clients, I, of course, focus on methods that substitute for something or simply bypass personal communication, and I write about them in this book. I hate wasting my precious time talking with people who cannot or are not willing to buy from me. However, I wholeheartedly for personal contact with those who can and are ready. Generally speaking, if the average salesman could turn over the typical ratio of time costs (80% – search for potential customers and 20% – sales themselves) and get 20% – access to the customer and 80% – sales, he would quadruple his income without changing anything else and not increasing their own competencies.

Ruthless Truths

  1. The ruthless truth of Dan Kennedy No. 1. If you want to achieve noticeable success, you must be able to provide a successful result in unfortunate circumstances.
  2. The ruthless truth of Dan Kennedy No. 2. To read other people’s thoughts, you don’t need to be a psychic: after a light encouragement, a person himself will read them aloud to you!
  3. The ruthless truth of Dan Kennedy No. 3. Learning from someone else’s experience is a sensible approach, but usually with one caveat: you need to learn from people who are one of the best in their field.
  4. The ruthless truth of Dan Kennedy No. 4. My logic is simple: if the packaging of a product affects its perception by people, then our “packaging” also affects how others perceive us.
  5. The ruthless truth of Dan Kennedy No. 5. A skilled salesman is always aiming for a sale. His position is described in Zig Ziglar’s ​​way: you have my money in your pocket, and I have your thing in my portfolio, and I won’t leave anywhere until we exchange.
  6. The ruthless truth of Dan Kennedy No. 6. Super successful salespeople always expect success.
  7. The ruthless truth of Dan Kennedy No. 7. What others say about you, your product, service or business is at least 1000 times more convincing than what you say, even if you are 2000 times more eloquent.
  8. The ruthless truth of Dan Kennedy No. 8 The best way to convince a neighbor to part with money is to show that the upcoming expense is actually not an expense at all: that the purchased item is costless, or, even better, brings some kind of money.
  9. The ruthless truth of Dan Kennedy No. 9. To make a sales presentation that gives the maximum effect, you will need the will to constantly try a bunch of different schemes, many of which will be useless.
  10. The ruthless truth of Dan Kennedy No. 10. Your financial success directly depends on your ability to spend a minimum of time communicating with people who are not able or not ready to buy from you, and maximum – on personal contact with those who are capable and ready.
  11. The merciless truth of Dan Kennedy No. 11. Finding customers sucks.
  12. The ruthless truth of Dan Kennedy No. 12. Have you ever heard that the sage to whom they are seeking advice sits at the foot of the mountain?


Today, a salesman desperately needs to be smarter, more penetrating, more progressive, more aggressive, more organized and in every way “eh” of others in order to get to the top.

This book is precisely designed to arm you for the transition to the fraternity of the richest, independent, influential and important. If this is not the place where you want to be with all your heart, the book will be a waste of time for you, it will seem too crude, direct and “concrete”.

If you prefer a sloppy approach, so in the stores, entire shelves are lined with appropriate books – choose, do not be shy.

And those who REALLY want to sell more and faster read this: as soon as you begin to use the techniques contained in it, you will have many times more money in your pockets than you expected to receive.

Why You Should Read “No B.S. Sales Success”

  • To increase your sales dramatically
  • To grow your business revenue
  • To build a successful organization

This book is available as:

eBook | Print