If you’ve ever felt like sales is more performance art than job title, this book is for you. Whether you’re new to the game or already a seasoned closer looking to sharpen your edge, How to ROQNROL Your Customers breaks down the rhythm of real connection — the kind that turns conversations into commitments and prospects into believers.
These aren’t gimmicks. They’re principles — seven of them — rooted in how people actually think, feel, and respond. They’ve been taught to sales teams inside Fortune 500 companies and are now distilled here so you can apply them anywhere. So plug in, learn the moves, and get ready to ROQNROL your customers like the natural you already are.
Excerpt on building a Rapport
“People buy things from people that they feel they know and trust. Knowing your customer is key element to the sales process, ensuring trust and friendly communication. Start your sales approach with building a rapport with your customer, and then constantly go back to following this principle throughout the entire sales process.
Be open and engaging. Be friendly. Imagine how you would behave when visiting a friend. You knock on the door, and you are greeted by your friend. If you come over to my house, well, I would invite you in to pull up a rug, and grab a yogurt. Your customers are your friends. Treat them like one.
“Trust is the foundation of any successful sales relationship. Be honest and transparent in your interactions.” – Mahan Khalsa and Randy Illig
Be a good Boy Scout, and “Be Prepared!” Do some backround checking. Use the internet, the local news, or national media, to find out more about your prospect before you make contact. Knowing some things in advance will give you the edge in building a solid rapport with your prospect, and put you on the same level of knowledge base.”
Excerpt on Orienting the conversation
“Now that you’ve said hello, what do you do next? Use orientation statements to take control and set the tone of the sales presentation. What are Orientation Statements? Basically, it’s a “statement of value,” or a quick “bullet point” about your product or service. You can show value immediately and set the proper intentions for the sale with an orientation statement.
“Value is not what you sell; it’s the impact your product or service has on your customer’s life or business.” – Jeb Blount
Talk about ideas and results, not about products or services. People will be curious about ideas and results. Customers resist the mention of products and services up front, because they feel they’re about to hear a sales pitch.
Taking control in sales does not imply manipulating or coercing the prospect into making a purchase. Instead, it means leading the conversation with purpose and direction, actively engaging the prospect, and ensuring that the focus remains on their needs and desires. By taking control, salespeople can better understand the prospect’s pain points, present tailored solutions, and guide them through the decision-making process.”
Excerpt on Qualifying the customer
“A salesperson must determine the ability of the customer to make the decision to buy. This is called “qualifying the buyer.” We must be confident that the person or persons that you are talking to has the ability to make the buying decision.
Who makes the buying decision? Will this prospect turn into a customer? Can this person be your buyer? Does this prospect have the capacity to become the right kind of customer you are looking for? Are you even talking to the right person? Can they even buy anything?
It’s not necessarily the title that you are after, but the ability and power to make the decision to buy. Your intent during the qualifying stage is to identify the person, or persons, that have influence over the discretionary use of funds. You want to know who will do the purchasing, and in what manner. Who will need to sign-off on the investment?
Knowing the qualified buyer early in the sales process is crucial in order to establish the decision process, as well as finding out what is important to buyer. You will want to know what the decision maker needs “to see” in order to make a purchase. Why is this important? As a sales person, you need to know what is on the prospect’s “shopping list,” and what they expect in a vendor.”