October '14

For the Business of Apparel Decorating

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12 | Printwear O ctO b e r 20 1 4 Selling Smart by Jeffrey Gitomer Jeffrey Gitomer is the author of The Sales Bible, Customer Satisfaction Is Worthless Customer Loyalty Is Priceless, The Little Red Book of Selling, The Little Red Book of Sales Answers, The Little Black Book of Connec- tions, The Little Gold Book of YES! Attitude, The Little Green Book of Get- ting Your Way, The Little Platinum Book of Cha-Ching, The Little Teal Book of Trust, The Little Book of Leadership, and Social BOOM! His website,, will lead you to more information about training and seminars, or email him personally at | | | | S ince my earliest days of personal development study, my mantra has always been "stay a student." I attached an affirmation—a strategy—to that the mantra, "learn something new every day." That strategy has worked and manifested itself in the past 22 years of my writing career. I won't bore you with the numbers of books and columns I've written, but I will tell you that my entire body of work is based on my per- sonal observations and experiences. I write about what I know to be true. I write about things I have done myself. I write about personal les- sons. I write about philosophies I have garnered by reading and observing. I write about strategies I have learned and developed by doing. I write about what I have learned, and I predominantly learn by reading, thinking, and observing, as well as through my per- sonal experiences. My mantra of stay a student and my affirmation of learn something new every day have been enhanced by my power of observation. More easily defined, I pay attention to everything and everyone. I consider my ability to observe and create ideas as a result to be my single most important asset besides my attitude. As St. Francis of Assisi said in 1100, "I seek first to understand, then be understood." There are very few brand-new ideas. When I get one, if it's an offshoot of someone else, the first thing I do is acknowledge my source. It makes me feel bet- ter and makes my source a resource, not a copyright infringement. My power of observation has also paid major div- idends in sales—especially face-to-face sales calls. Using it on the sales call has often led to the right question, the right dialogue, uncovering my pros- pect's buying motives, and big sales. I attribute much of my observing ability to the fact that I walk into the sales call ultra-prepared and don't have to worry about what I'm going to ask for or what I'm going to say. Rather, I can focus on what's going on around me. I'm observing my prospect and his or her office, desk, way of dressing, language, and everything about him or her that my relaxed state allows me to look at and learn. How do you learn? How strong is your power of paying attention? How strong is your power of the Power of Paying attention Harness your observation skills to increase sales continued on page 111

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