Why the time is right for The Trusted Advocate

Sales associates are trapped in a merciless profession that demands performance and personal sacrifice. The global marketplace is changing with rapidly eroding prices and commoditization of products. The capability of customers to access information and express their opinions on line has dramatically altered the attitude, expectations and demands of customers. The compelling need for sustainable profit has created the relentless pressure to achieve quota or be replaced.

 Sales professionals are constantly seeking new methods to cope.  Reference materials and books for the Sales Profession typically center on well-intended and useful tips and tricks that generate immediate and temporary success.  The gimmicks, however, do not construct a foundation for building continuous success based on self-expression, authenticity, and courage.  Most books ask that the individual salesperson negate his or her individuality. Unfortunately, salespeople in their mad drive to succeed spend little or no time, reading anything but sales books.

The Trusted Advocate is about to change all that.  In today’s frenzied business world, salespeople require an approach that fully allows them to bring themselves into the sales equation.  Much of the leadership literature guides the reader into building relationships through authenticity, integrity, and development of strengths.  Leadership teaches individuals to commit to bringing their unique strengths to the table, and hold others accountable for their greatest potential.  The Trusted Advocate is the book that teaches the salesperson to embrace these leadership skills to advocate for the most important causes of his customers.

The Trusted Advocate is the launching pad for a revolution inside the sales profession.  The revolution will introduce the sales profession to the many secrets that have been locked up inside the great leadership lessons of the last few decades.  The Trusted Advocate incorporates techniques for individual development that are based on cutting edge leadership, management and personal coaching skills. These techniques identify and unleash unique talents, experience and knowledge with focused attention toward mutual goals and aspirations.

By provoking the reader to re-think his current sales mind-frame, The Trusted Advocate is more than instruction on ‘what to do’. This is a blueprint on ‘how to be’.  All Salespeople who are committed to growing their profits will be relieved to finally have a how-to-guide that teaches them that only by being an advocate for their clients, can they truly become an advocate for what they truly desire in their own lives. 

Chapter Summaries and Excerpts

How to Use This Book - WARNING

This brief introduction outlines the purpose and the need for The Trusted Advocate as well as the structure of the chapters. It also contains a warning that the book contains challenges that provoke the reader to enter into relationships of authenticity, integrity, obligation and action.

Excerpt:

To begin, you must relinquish the tired concept that sales is about commodities. It is about connections. Focus on your clients, make promises and pull them toward progress. You will transform into more than a sales representative, you will become a Trusted Advocate for their aspirations. As a result, you will become more personally satisfied and more successful in sales. As you transform your engine, more money will flow out the tailpipe, it just happens.

SHARE YOUR STRENGTHS, CELEBRATE YOUR WEAKNESS, BE REAL

CHAPTER 1: FIND YOUR SECRET SAUCE

The chapter begins with a short story about the transformation of a Real Estate agent using previous professional business experiences and personal skills to successfully create a differentiated approach to an existing market. The first step in the process of becoming a Trusted Advocate is to discover strengths associated with the blend of individual talent, skills and experience that make each person unique.  

Excerpt:

Your greatest asset to your clients is YOU.

 CHAPTER 2: LET GO OF ME

 “A Gaggle of Experts” tells the story of a collection of top sales agents competing for recognition in the presence of a client. This chapter is an immediate transition to apply personal strengths in integrity with the needs of the client.

Excerpt:

In sales it is far more important to be interested than to be interesting.

CHAPTER 3: KNOWLEDGE IS POWER

The chapter begins with a humorous anecdote of a door to door vacuum cleaner salesman who pays the price for being out of touch with his surroundings. This chapter focuses on methods to gather information and intelligence about customers, competition and the market. 

Excerpt:

In the art of war it is critical to understand the terrain, the timing, your allies and your enemies. Selling is the art of war. Your competition is the enemy, the customer is the prize and the battle takes place in the hearts and minds of your clients.

CHAPTER 4: PREPARATION

“The Early Bird” tells the story of a seasoned professional who uses diligent preparation to effectively eliminate the competition. “Continuous Preparation” is the tale of a talented sales professional nurturing an existing client to avoid a disaster and grow the business. Proper preparation creates a constant state of readiness to respond.

Excerpt:

Somebody once said to me that “Sales begins when the customer says ‘No’”. To which I replied, “Sales starts before the customer knows you are coming.”

PRIORITY TARGETS

CHAPTER 5: OBLIGATION IS A RELATIONSHIP

“The Most Important Thing Right Now” is a touching narrative of a mother’s relationship with her children. Being in obligation to the needs of another person is a relationship of choice and commitment that empowers the individual to overcome fear. This chapter establishes the familiarity of client relationships with comparison to common family relationships. 

Excerpt:

If you fear that the client will not like you or respect you, then you need to remove the focus from yourself and place it firmly back on your client.

CHAPTER 6: DEFINE THE TRUSTED ADVOCATE

This chapter provides a succinct outline of the fundamental elements of a Trusted Advocate. From Promises and Priorities, to Process, Progress and Provocation, these concepts begin the transition from individual reflection to personal actions and processes. 

Excerpt:

Being a Trusted Advocate means that you know where your client needs to go and you are going to get them there.

CHAPTER 7: CLIENT ASPIRATIONS

This chapter opens with two short stories. The first is about beauty in the eyes of the beholder as expressed by a teen retail consumer. The second is a dark contrast of a dental hygienist who uses the vulnerable position of a patient in an effort to make a sale. It is necessary to look for aspirations through the eyes of the client and then overcome gaps to achieve them.

Excerpt:

Very few people ever take the time to ask another person about their goals. Even fewer people have the patience to listen intently to the response. Almost nobody goes the extra miles to ferret out the real aspirations behind the goals and to care about them. If you want to differentiate yourself from your competition and relate to your client, be prepared to invest time and personal commitment. Be unique by being someone who legitimately cares.

CHAPTER 8: PIPELINE

“Mr. Moore’s Gift” is a touching story of a life changing gift received from a deceased neighbor. “The Pipeline” is the story of an eager young professional in search of success. In both short stories, just as it is in sales, it is a matter of time.

Excerpt:

Understanding the schedule of your client enables you to manage your time and resources accordingly. It is always nice to have something waiting in your pipeline for future sales opportunities.

PROVOKE EXCELLENCE

CHAPTER 9: TELL YOUR CUSTOMER HOW IT IS

“The Sacrifice of 300” is a historical synopsis of the battle of Thermopylae. The relevance of the short story pertains to sacrifice, obligation and relationships that arise from absolute commitment to a common purpose.  

Excerpt:

Demonstrating your sense of obligation does not guarantee a relationship, but demonstrating a lack of commitment will certainly destroy one. If you are not obligated to your customers, they will most assuredly not feel obligated to you.

CHAPTER 10: DEFINE YOUR CUSTOMER

The story in this chapter is based on a conversation in a retail store and the reflections underscore powerful distinctions between the transactional process of selling commodities, “widgets”, and relating to the customer as an advocate. The lesson and the activity demonstrate that successful principles of advocacy can apply to positions that may otherwise be perceived as ‘order taking’.

Excerpt:

There is one topic for which every customer is the undisputable expert, and one subject that most clients decidedly enjoy to discuss at great length, themselves.

 CHAPTER 11: CUSTOMER CONVERSATIONS

“Look Ma, No Power Point” is based on an actual case in which a client was provoked into unexpected level of collaborative communication and relationship by removing the crutch of a canned presentation. The lessons in this chapter take the reader on a step-by-step journey into the depths of challenging and meaningful conversations.

Excerpt:

Sometimes honest customer conversations can be challenging and tough. If you are truly committed to the aspirations of your customer, you must be prepared to ask difficult questions, admit to errors or lack of knowledge, and challenge your client when they need challenging.

 CHAPTER 12: THE WIDGET TRAP

“The Legend of Sisyphus” retells the Greek Myth of a man sentenced by the Gods to push a boulder uphill for all eternity. The perpetual punishment is symbolic of the established practice of attempting to increase sales by increasing the number of rejections. A Trusted Advocate has more meaningful connections that result in fewer contacts and a greater percentage of success. 

Excerpt:

It is common belief that a sales person must have thick skin and be capable of accepting tremendous amounts of rejection. This is true for the Sisyphus Widget Sales Person, perpetually pushing up a mountain of rejections for the occasional reward of acceptance, only to approach the same mountain again the next day. .  However, it does not need to be this way.

CHAPTER 13: COMMITMENT

“Pure Commitment” is the tale of a relentless sales manager who adjusted his approach to overcome embarrassing failure and earn lasting trust. The reflection and the activities are designed to identify personal purpose and passion.

Excerpt:

The first step is to be committed to yourself, to your goals and to be your best for your clients. The second step is to understand your client’s aspirations and to be committed to them.

IF YOU ARE LOOKING FOR PAIN, YOU ARE THE PAIN

CHAPTER 14: NO PAIN, NO GAIN?

“The Coffee Challenge” is based on a conversation that occurred between the authors and inspired this book. It is the compelling contradiction to the common misconception that sales should be based on leveraging customer pain, fear or inadequacy. “Want to Buy a Toothbrush?” is the humorous anecdote of a salesman who achieves unprecedented but unsustainable success by devising a devious plan to deceive distraught clients. The lessons in this chapter are designed to spotlight the subtle and important distinctions between overcoming obstacles for mutual success versus manipulating client pain for personal gain. 

Excerpt:

A practical reason for avoiding the concentration on ‘pain’ is that you place yourself in a very precarious position. By associating your product or service as a remedy for a particular pain, you create a binding association of the problem with the solution. For example, it your sales solution is primarily a cost reduction compared to competition, the clients will always measure you by your own cost and not your value. If you sell a product as a means to overcome a specific problem, what will you do if that problem ceases to exist, or if someone has a better solution? In such cases, you will cease to exist in the perception of your client because you have not established your own value or the foundation for continuous improvement and a lasting relationship.

CHAPTER 15: RELATIONSHIPS

“The Fishing Excursion” is a heartwarming tale of a boy and his grandfather. The fundamental development of a relationship in sales is a compressed reflection of relationships in our personal lives. 

Excerpt:

Stop thinking oft your customers as a targets and start thinking about them as interesting people who have something to share with you.

CHAPTER 16: LISTEN FOR ASPIRATIONS

The lessons in this chapter are centered on the foundation of developing effective active listening habits.

Excerpt:

“People want to know that others want to know who they are and what they want.”

CREATE A REVOLUTIONARY PROCESS

CHAPTER 17: BECOME AN ADVOCATE

This chapter contains a poem about sales associates who get in the way of customer aspirations during the Christmas season. It also contains a short story of two sales professionals with diverse talents who join forces. The poem and the story contrast examples of sales associates who are Trusted Advocates and those who are not. The subsequent reflection and activity are designed to elaborate on specific steps in developing a Trusted Advocate process.

Excerpt:

When should you start becoming an advocate for your client?

Before the first contact, you should be an advocate waiting for a cause.

CHAPTER 18: TOOLS OF CONFIDENCE

“Turn Knowledge into Confidence” follows the progression of a manufacturing company training retail sales associates on emerging technology. The sharing of knowledge generated enthusiasm and unexpected recurring profits. Numerous examples are provided for sales professionals to identify personal business tools for individual confidence and preparedness. 

Excerpt:

A weakness with many sales professionals is that they rely on brochures or presentations when the real customer decision is based on trust.

CHAPTER 19: THE EVERLASTING HONEYMOON

“NYC Steakhouse” is a short story about a waitress who constructed intense loyalty from her customers that resulted in overwhelming success.

Excerpt:

If a part-time waitress in a restaurant can become a Trusted Advocate, what is stopping you?

DON’T TELL THEM, DON’T SELL THEM – SHOW THEM!

CHAPTER 20: BE TRUSTWORTHY

“I Don’t Know” is a delightful example of a sales professional who becomes enthusiastic every time that a customer asks a question that he can not answer. The ability to acknowledge limitation or lack of knowledge is a demonstration of honesty. The effort to overcome limitations is a demonstration of commitment. The combination of acknowledgement and commitment are steps toward trust. 

Excerpt:

Would you make any purchase of substance from someone that you could not trust? Neither will your prospects.

CHAPTER 21: COLD CALLING

The cold call is one of the most dreaded and feared responsibilities for most sales agents. This chapter contains provoking insight that challenges the reader to acknowledge and alleviate the underlying emotions attributed to rejection, defensiveness or lack of preparation. The lessons address mental, emotional and intellectual aspects to improve personal performance and establish appropriate customer connections. 

Excerpt:

Remember that the goal of any cold call is the privilege of having another call.

CHAPTER 22: PRACTICAL APPLICATIONS

This chapter contains a series of practical examples to place into practice. “Baseball” draws on the analogy of teamwork within a single sales force. “Turning Things Inside Out” is the juxtaposition of Inside and Outside sales forces. “Where to Find Loyal Customers” is a narrative that provides insight into the information and relationships available from Customer Service Departments. “Like Clockwork” is a reflection on the nurturing and reassuring attributes of consistency and follow-up. “Local Guru” is a celebration of the acknowledgement of each individual’s unique blend of knowledge, skills, talent, experience and passion. “Do the Math” underscores the importance of understanding economic factors. “I’d Like You to meet ME” addresses personal marketing through appearance and customer perception. “The Test of Courage” encourages empowerment and liberation with self-confidence and personal expression. 

Excerpt:

Each success makes the next success more attainable.

GET BEHIND THE DOTTED LINE

CHAPTER 23: THE PROMISE OF COMMITMENT

“Committed to everyone” is a fierce acknowledgement that commitment must be demonstrated at every level of the organization. This chapter challenges the myths that are commonly quoted as excuses to avoid commitment and underscores the measurable value of it.

Excerpt:

One of the wonderful elements of commitment is that it follows the laws of physics. ”Commitment in motion stays in motion, while commitment at rest stays at rest.”

CHAPTER 24: NEGOTIATIONS

This chapter confronts the reality that relationship established during contract negotiations are a depiction of the relationship that will exist during the subsequent business. The lessons in this chapter address a variety of negotiation tactics and communication styles with specific examples to overcome contradictory or confrontational objections. 

Excerpt:

Make your customer aware of the points that you are willing to concede, the areas that you are willing to negotiate language if necessary, and the items that you will not sacrifice. Establish your principles and guidelines in an honest manner with the interest of open communication.

CHAPTER 25: TURN A LOSS INTO A WIN

It is inevitable that some business will be awarded to competition or to other sales professionals. The manner in which an individual responds to this turn of events can have a dramatic impact on future business. 

Excerpt:

One of my favorite expressions to a customer that has temporarily moved to the competition is, “You may have given up on me, but I will never give up on you. I will be here for you when you are ready.” More often than not, I have had the opportunity to prove it.

TAKE RISKS

CHAPTER 26: EXPOSE YOUR RISK

This stories in this chapter expose the risk of customer imposed delays, price reduction and integrity. It challenges the reader to recognize, confront and control personal risks in the relationship and the process. 

Excerpt:

If you identify a risk in the process, do not ignore it. If unresolved, the risk that you identify today could become the real problem that you need to resolve tomorrow.

CHAPTER 27: EXPOSE YOUR CUSTOMER’S RISK

“Evaluating the Engagement” exposes the risks associated with long term commitment. Advocacy is the mitigation of client risks. This lesson takes the reader into a fierce confrontation with uncomfortable topics and demands active participation to be in integrity with the customer. 

Excerpt:

Ignoring risk or treating it as if it is solely a problem for your customer is not in integrity with their aspirations. On the contrary, ignoring risk is a clear indication that you have placed your own desires above those of your client. Pretending that risk does not exist is being untrustworthy and dishonest. If you can not be trusted to acknowledge the potential of risk or to help mitigate it, how much can your customer trust anything else that you say?

CHAPTER 28: EXCHANGE RISKS

This chapter encourages the Trusted Advocate reader to contrast, compare and balance the risks between personal goals and client aspirations. 

Excerpt:

Risk is something that exists at all stages of the process and all phases of the relationship. The faster that you can identify and resolve risk in the beginning of the relationship, the faster the pace of establishing confidence and mutual commitment. If you can show how your risks for success are tied to the risks of your client, then you share the potential risk as well as the gain. This assures that you are in alignment with your priorities.

ADVOCATE AT ALL LEVELS

CHAPTER 29: THE PLAYERS

“The Real Wheel Dealer” contrasts the approach of a brash and self-centered used car salesman with a dedicated and authentic used car salesman and ends with an unexpected twist. The chapter progresses through a series of approaches pertaining to organizations, couples and individuals. Then it addresses the key categories of players that include allies, influencers, gatekeepers, decision makers, antagonists and contrarians.

Excerpt:

Many books and courses on sales techniques will instruct you to focus on the decision maker and not to waste time with anyone else. While it is accurate to assume that you will achieve a much more rapid rate of response by direct communication with the person who has ultimate authority to make the final decision, it is also true that a rushed approach to the decision maker may result in a decision that you do not like very much.

CHAPTER 30: CARDS, EMAIL, VOICE MAIL, MEETINGS & GATEKEEPERS

This chapter contains tips and techniques for using voice mail and email as effective communication tools to demonstrate commitment and maintain progress. These tools can lead to the much desired meeting, typically controlled by a gatekeeper. The chapter takes the reader on a journey through this process with simple suggestions for immediate improvements.

Excerpt:

Perhaps you want to get permission from a client. Email is an appropriate tool for documenting your request and approval.

CHAPTER 31: WHEN ENEMIES ARE ALLIES

Collaboration is sometimes necessary to deliver solutions that satisfy customer aspirations. When the solution requires collaboration with an otherwise competitor, establish mutual guidelines and goals to align commitments.

Excerpt:

Even though the Realtors are representing responsibilities for opposite sides of the transaction, they must work together to process paperwork and satisfy both parties.

DEMONSTRATE PROGRESS OR GET OUT OF THE WAY

CHAPTER 32: COMMUNICATION PLAN

“The Paper Trail” conveys a compelling message about the importance of documentation, especially when confronted by unexpected transition. 

Excerpt:

Documenting your promises creates greater accountability to live up to them.

CHAPTER 33: DEVELOP YOUR STRATEGY

This chapter contains numerous short stories to illustrate diversity in developing a personal strategy for the reader. Selling solutions, products or relationships, there is a short story that may readily fit the profile of the reader. The stories are followed by seven detailed steps to lead the reader in developing a personalized strategy for success that encompasses the lessons of being a Trusted Advocate. The process contains several surprise insights that are preserved to punctuate this process and inspire the reader.

Excerpt:

Designing your strategy should be an enjoyable journey of recognition. Think about what your customers want to achieve. This may be very diverse. Then think about what you have to offer them in the journey to achieve these goals.

CHAPTER 34: CULTURE AND COMMUNITY

This chapter focuses on the impact of individual actions on the community, and how the community responds to the culture of the sales professional. It is possible to change one’s environment by choosing to work with the best customers, being in integrity with the aspirations and community of the client, and thereby building a network of positive referrals. This is not only important for the client, but the intense selfless sense of purpose for select clients will change the personal environment and liberate the sales professional.

Excerpt:

Another benefit of immersion in your client community is the opportunity to meet other prospects and future customers. If you are successful in meeting the needs of this customer, it is likely that there are similar customers with similar needs. It is a chance for you to use what you have learned for one customer and apply it to other individuals with similar goals and aspirations. If something works well, do it again. If you have delivered success for one client, you have a success story and potential referrals for others.

EPILOGUE

THE TRANSFORMATION TO SUCCESS

This unique approach adapts the process to fulfill the individual, rather than the other way around.

Excerpt:

By being the person that you were meant to be, by being trustworthy and real, you will gain confidence and success. You can choose your own actions and reactions. While you apply your efforts to help other people achieve their goals, you will influence your own destiny and discover a deeper level of satisfaction and accomplishment than you may have imagined

WHAT IS THIS REALLY ALL ABOUT?

Excerpt:

Trust is a relationship that is missing in the world. We are surrounded by competitive commodities that clamor for our attention with a barrage of offers that are designed to prey on people’s insecurities and isolation. In a world full of chaos and mistrust, it is only in risky situations that we can notice trust and breath deeper to know that it is still there. We have an obligation to bring it back.

Many people choose the sales profession for the quotas and the allure of earning big commissions. Once those people are in, they don’t know what direction to take. It is like jumping into the middle of the ocean and knowing that you want to swim to the other shore. Halfway across, with people screaming directions on all sides and everyone thinking that they can tell you HOW to swim, but very few people tell you WHERE you really need to go. Surrounded by sharks, getting tired by the constant effort, but it seems that you can never find that other shore.

This book is your compass. We help people find direction. In part one, we teach you to find out how you swim best. Not everyone is the same, and you need to know what works best for you as an individual. In Part Two, we teach you how to apply your talent and give you direction. In Part Three, we teach you how to check your compass and make sure that you stay on course. It is a big ocean, and you need to know how to adjust your direction from time to time.

Read a Sample Chapter from the Introduction

Available in Hardcover - and- Paperback Buy it now on www.Amazon.com