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The

Millionaire

Selling Secrets

Trainer’s Guide

Brett Bacon

Author of Bestseller

Millionaire Selling Secrets, ©2009

Co-Author of Bestseller

Wake Up…Live the Life You Love: In Service, ©2009

Introduction

I have personally sold millions of dollars of products and services and I have coached others to do the same thing.

I did this by applying the selling secrets of persuasion I am about to share with you in this trainer’s guide. I learned these millionaire selling secrets from a combination of great mentors, formal education, trial and error, the school of hard knocks, and the lessons learned from thirty years of selling everything from life insurance to hearing aids.

I am also an attorney-at-law, veteran U. S. Army judge advocate general officer, entrepreneur, author, speaker, and business coach.

But no matter what I do, I am always selling—because I am always selling myself.

Selling is the art of persuasion, whether it is selling a product or service, presenting a new idea, or persuading someone to see your point of view.

I’m confident that you will enjoy this trainer’s guide and benefit from its secrets.

Sir Francis Bacon famously said, “Some books are to be tasted, others to be swallowed, and some few to be chewed and digested.”

And to get the maximum benefit out of this guide, you should also read the best-selling book that inspired it: Millionaire Selling Secrets. Go to any major online-bookseller to order your copy. Millionaire Selling Secrets is also available in eBook form through the Kindle Section of Amazon.com.

If you are a sales trainer, you should also read the Millionaire Selling Secrets Student Workbook ©2011 and provide the Student Workbook to of all your participants. Go to www.amazon.com and the Kindle Book Section to order your workbook today.

I hope that you chew and digest the lessons of this guide—they will help to speed you on your way to becoming a success!

How to use this sales trainer’s guide:

In order to get the maximum benefit from this book please follow the directions below:

1. Read the book that inspired this guide and student workbook– Millionaire Selling Secrets at least once before you begin.

2. We recommend that you complete one Millionaire Selling Secrets Student Workbook on your own following the instructions given in the trainer’s guide.

3. This will give you an idea of what to expect while conducting your sessions and also the time frame required to complete each lesson in the workbook.

4. Order enough copies of the Millionaire Selling Secrets book and the Millionaire Selling Secrets Student Workbook for all your participants, we recommend always having at least 2 extra copies on hand.

5. Draft your lesson plan, for further guidelines on how to draft a lesson plan follow the instructions at the end of this book.

6. In order to make it simple for you to conduct these training sessions, we have included ‘Trainer Notes’ for each exercise, these Trainer Notes will tell you how to lead and debrief every exercise or activity, and also what to keep in mind when discussing a secret.

7. Your students will benefit the most from your experience and stories so make sure that you spend time developing and crafting them when you are going through the Millionaire Selling Secrets Student Workbook on your own.

8. Make your sessions fun, have refreshments and prizes for participation or for answering questions or being the first to complete an activity.

Secret One

The Millionaire Selling Secret of Assuming Your Inevitable Success

Today’s Date: __________________________________________________

What we are going to learn in The Secret of Assuming Your Inevitable Success:

1. You are Always Selling Yourself

• Test: What kind of selling job are you doing?

• Millionaire Selling Secrets Definitions

• Situations and Objectives Worksheet

• People and Objectives Worksheet

2. You Must Assume the Sale

• The Bricks of Confidence

• Visualizing your success

• Creating your own brag list

3. You Must Assume You Will Become a Millionaire

• Whys and Musts List

• Setting Achievable Goals

• Your Pocket Goals

• Printable Review Calendar

• Spread the Word

You Are Always Selling Yourself

If you don’t sell, it’s not the product that’s wrong, it’s you.

Estée Lauder

Whether you are aware of it or not, you are selling yourself from the moment you wake up in the morning to the moment you go to sleep, each and every day. There is no time off, no vacation days, no break from selling yourself.

Trainer Notes: This section of the program establishes that the ability to sell one’s self is an integral part to succeeding in sales and in fact in any kind of business or personal situation. Talk about the fact that you are always selling yourself; in fact you sold yourself to the participants when they agreed to attend your sessions earlier on, you sold yourself when you persuaded their managers to nominate them for the program and you’re still selling yourself as you continue with the session. Ask your participants to complete the question below in their manuals, you can then ask them why they gave the answer that they gave. If your participants answered ‘poor’ or ‘average’ you can tell them how this session will help them get to ‘outstanding’, if they answered ‘outstanding’, compliment them and encourage them to keep sharing their tricks and techniques with the other participants during the session.

The only question is:

What kind of selling job are you doing? (Check the one that is most applicable)

• Poor

• Average

• Outstanding

Trainer Notes: While you don’t have to go into detail about each of these definitions, it is best to cover them once aloud, you can read them out or have a participant read them out for the group.

Some Millionaire Selling Secrets Definitions:

• Millionaire Selling is an incredible system of persuasion that you can apply to any business situation.

• Millionaire Selling is putting your best foot forward at all times.

• You must exude confidence, passion, and compassion.

• Millionaire Selling is not about getting what you want at the expense of others.

• But it is about getting your point across in the most effective way possible and helping others get what they want.

• When you advocate something that is good for others, then it will be good for you as well.

• Good selling is not about being phony or insincere. It is just the opposite.

• Millionaire Selling is about being true to yourself and true to others.

• And if what you offer to your customers is good for them, then you will find the road to becoming a millionaire will open up before you in surprising ways as you begin your journey toward greater influence and wealth.

Trainer Notes: In the Situations and Objectives Worksheet, ask participants to make a list of all the situations in their job or role in which they would like to communicate more effectively and write corresponding objectives for each. Share a few examples from your own job or role to get them started. Once they have completed this exercise, you can have them share one or two of the Situations|Objectives with the rest of the group. Do the same with the People|Objectives worksheet, along with personal examples and have the participants share some of their own. The purpose of this activity is to establish that the ability to communicate especially the ability to communicate persuasively and effectively is an important and valuable skill for a salesperson.

Situations | Objectives Worksheet

Instructions: In the column titled Situations, make a list of all the situations in your job where you would like to communicate more effectively. Next to each situation, write down specific objectives that you would like to accomplish.

SITUATION	OBJECTIVES

People | Objectives Worksheet

Instructions: In the column titled People, make a list of all the people that you would like to persuade and influence in your work, from customers, to co-workers to supervisors to suppliers. For each group, write down specific objectives that you would like to accomplish through persuasive communication.

PEOPLE	OBJECTIVES

Notes:

Use this page to write down any thoughts, insights and ideas that may have occurred to you while completing the previous exercises.

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You Must Assume the Sale

There is no such thing as “soft sell” and “hard sell.” There is only “smart sell” and “stupid sell.”

Charles Brower

Trainer Notes: In this section we will talk about how a person’s belief in their ability to close the sale, is often the deciding factor in whether they close the sale or not. You can talk about the positive cycle of motivation here. The opposite happens when the person is unmotivated and insecure, this lack of confidence causes him to miss a sale, which leads to him feeling even more insecure and unmotivated, which causes him to miss the next sale and that cycle continues in a downward spiral. In short the key to closing sales and becoming and ‘outstanding’ sales person is Confidence. A Salesperson must not only be confident about himself, but also about his product or service and finally he must be confident about the product or services ability to help his customer lead a better life. Confidence is not something you are born with, unlike your nose or the color of your eyes, your confidence levels are something you can change or build up in yourself. The first step to developing ‘outstanding’ self-confidence to is to know yourself and your product and its benefits to the customer. This will help you believe in yourself, your products and your products benefits and enable you to communicate that belief persuasively to the customer in order to close the sale.

What do I mean when I say “assume the sale”?

I mean that even before you meet your customer; you imagine how the entire successful presentation will go—from the introduction to shaking hands—and in your mind’s eye, and your presentation always ends the same way: You get the Sale.

At all times, your focus must be on your customer and the benefits that your customer will enjoy after the sale.

Your selling confidence must be built up brick by brick

The bricks of confidence are:

(1) You know yourself and you know that you must first and foremost sell yourself before you can sell your product or service

(2) You know your product or service frontward and backward

(3) You know that your product or service will help your customer to live a better life.

Bricks of Confidence

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Trainer Notes: Have participants complete the following activity, encourage them to write down as many positive points as possible. Have participants share what they have written with the larger group. If the group is dealing with the same products or services, they will be able to gain insights into their products and services from each other. If you can share your personal example before the start of this activity to set the tone for the exercise.

Bricks of Confidence Activity

Trainer Notes: Most great athletes understand and use the power of visualization, many practice running and winning races in their minds along with their physical practice sessions. Scientists have proved that your brain responds exactly the same way to something you actually do, and something you visualize in detail in your mind. Once you imagine a particular situation, your brain attempts to recreate that situation in real life and this is how you can harness the power of your subconscious when making presentations. If you link it back to the cycle of motivation described earlier, you can understand that visualizing your success as a salesperson can positively impact your confidence levels when communicating, which leads to more positive communications which leads to increased confidence levels which ultimately leads to you becoming and ‘outstanding’ communicator and salesperson. In this activity, you will ask participants to close their eyes, and visualize each of the three situations described. Ask them to paint detailed pictures and to make it as real as possible. They are then to write down how they felt after each situation. Have each participant share one of their experiences with the larger group. Did it feel good, great, rewarding, did it inspire them? Did they feel like they could indeed accomplish what they imagined? Visualizing the sale before each presentation is one of the best kept secrets of many successful salespeople and is a habit they would do well to cultivate.

Visualizing Your Success

Instructions: Think about all of the situations and people that you want to persuade—and assume that you will achieve your goals. Spend two minutes visualizing each situation in great detail.

Create vivid pictures in your mind:

• Your customer agrees to buy your product or service; visualize your presentation, what your customer say and what you say in return, and imagine closing the deal and the money making its way into your bank account.

• Write down how you felt after visualizing this:

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• You are recognized and rewarded by your company for achieving your sales targets; visualize the reward ceremony, the applause and the recognition from your boss and colleagues.

• Write down how you felt after visualizing this:

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• Your family benefits from the money that you make from your increased sales, visualize the things you could buy, vacations you could go on etc.

Write down how you felt after visualizing this: ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Trainers Notes: So many of us grow up believing we are not good enough, or are unable to see our own positive traits and strengths. Many of us allow other people’s opinions to influence our beliefs about ourselves. You cannot be confident if you do not believe in yourself! A brag list can help you build up your belief in your abilities as a salesperson, and also be a shield that you can use when other people are trying to bring you down. Before asking participants to complete this activity in their Millionaire Selling Secrets Student Workbook, read out your own brag list. Many people are hesitant to blow their own horn, thus by setting a positive example you will encourage them to dig deep in order to come up with answers. If time permits and the members of the group are familiar to each other, have each participant to read out his or her brag list and ask the other participants to contribute to this list. Often positive feedback from a person’s peer group can have a very positive impact on their confidence levels. Encourage your participants to keep their Brag List somewhere where they can see it and refer to it easily, especially when they are in need of a bit of encouragement or motivation.

My Brag List

Instructions: Don’t be your own worst critic. Develop a thick skin to critics who question your ability to achieve your goals. Assume that you will accomplish your goals and keep imagining how good it will feel when you do. Don’t get discouraged by temporary setbacks. Keep moving forward!

For those times when you are feeling a little unmotivated develop your own brag list and keep it handy to keep you motivated. You can include the traits you value in yourself, compliments received from your colleagues, bosses and customers or even things that your friends and family have told you that they admire about you.

I am an outstanding salesperson because:

• I am motivated

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Notes:

Use this page to write down any thoughts, insights and ideas that may have occurred to you while completing the previous exercises.

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You Must Assume You Will Become a Millionaire

Nothing can resist a human will that will stake even its existence on its purpose.

Benjamin Disraeli

They conquer who believe they can.

Ralph Waldo Emerson

You must turn your wish to become a millionaire into a must to become a millionaire.

For most of my life, I dreamed of becoming a millionaire like so many others. But my life did not change dramatically until I made the shift from dreaming and wishing to a must-do mentality.

Your own personal list of musts that leads you down the path to becoming a millionaire must have, at its core, your personal list of the whys behind the musts.

Why you want to become a millionaire is up to you. Start writing down the whys and the musts will inevitably follow.

The key to a powerful why is to find something bigger than yourself—for example, achieving financial security for your family, getting the best education for your children, making a lasting contribution to the world, helping your customers, etc.

Write your Must List keeping in mind these Goal Setting Techniques.

Your Must’s must be:

• Specific : Answers the questions of Who, What, Where, When, Which, Why

• Measurable: The goal should be quantifiable

• Timetable : Should have a time frame attached to it

Trainer Notes: The difference between people who dream and people who achieve is that achievers translate their dreams into concrete action plans and then follow those plans until dreams become a reality. They figure out what they want to do and why and then they draft a concrete, time bound specific plan to get what they want. A simple example to illustrate this to your participants is to describe two typical days on the job. On day one, you come into work with no plan or to-do list and you do things that need to be done as and when they come up. On day two you come into work armed with a to-do list of tasks that need to be done and work your way down the task during the day. On which day do you think you achieved more? On which day did you do things that were more important to your career or organization’s goals? The obvious answer is day two, just like a to-do list helps you achieve your tasks for the day a why and must-do list helps you achieve what you want to achieve long-term. So now you are going to help your participants create a life to-do list. Before asking participants to complete this activity, it’s a great idea to share one or more examples from your personal life, talk about ‘Why’ you want to do something and what are the things you ‘must-do’ to achieve them. Another difference between a ‘dream’ and a ‘goal’ is that goals are specific, measurable and follow a timetable, encourage them to frame their Must’s keeping these guidelines in mind. If your participants are comfortable enough, they may wish to share one or two of their Why’s | Must Do’s with each the group.

Why | Must-Do List

WHY	MUST-DO

WHY	MUST-DO

Trainer Notes: Successful achievers will tell you that crafting a master to-do list is not enough; you need to review and revise this list on a frequent basis. Like a navigator on a ship or airplane, you must first plot your course and during the journey you frequently check to see if you are on track and make corrections to the course when required. Perhaps if Columbus had followed this advice he might have found India instead of discovering America. In order to stay on track, you must review your Top 10 Must ‘Do’s every single day, illustrate this point to your participants by displaying your own personal Must-Do list from your wallet or pocketbook. The next activity will help them select their Top Ten Must-Do’s on their life-list and enter them onto a handy portable format for easy review. You can have extra copies of this page on hand, in case your participants are hesitant to use the pages from their Millionaire Selling Secrets Student Workbook. It is also important for them to ‘correct course’ when needed, which is where the handy 12 month revision reminder sheet is invaluable, you can also encourage them to schedule review time on their cell phones. PDA’s or in their organizers. Encourage participants to share their Must-Do Action plan with their friends and family, as a first start they can share them with their neighbors in the training program or with the larger group.

Review Your Top 10 Must ‘Do’s Every Single Day

Instructions: Look through your Must-Do list and pick out your Top Ten Must-Do’s, write them in the space provided. You can cut out and laminate this card and carry it in your pocket. We have included extras for when you need them.

Remember to:

• Review your Must-Do list daily

• If you fall short of your must- do timetable, take stock of what went right and what went wrong, do more of the first and less of the second

• Review your master Must-Do Action Plan on monthly basis, make revisions, and add new Must-do’s as needed. You can print our Monthly reminder checklist and stick it on your desk to help you remember.

• Share your Must-Do Action plan with your family and friends. They will share your excitement and spur you to greater achievement.

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