How to Sell Anything to Anybody

How to Sell Anything to Anybody

By Joe Girard

Joe Girard is the Guinness Book of World Records holder for the world’s best salesman, with a career spanning 15 years in which he sold 13,001 cars. Although he sells cars, this book is aimed for anyone that is looking to expand their abilities in sales in general. This was a somewhat interesting book, but to be honest I didn’t get much out of it at all (and the writer’s “friendly” informal style didn’t help much either.) In fact, I was annoyed that the entire first half of the book consisted of Girard explaining how he was “especially poor” and had an “especially bad life”, and how he turned into being an “especially” amazing salesman. Learning how he made it was an interesting read because he actually did go through a difficult young life, but I got tired of it quickly. I was still able to absorb some of the major points he nailed down throughout the entirety of the book, and there were 3 in particular that were helpful.

First, (and this remains of key importance throughout the book) keep your contacts around, as selling to a returning customer is more likely than a new one, seeing that you were good to them in the first place.

Second, don’t treat your customer as “The Mooch,” or someone that wants to waste your time looking at what you have to offer. They are there to make a deal and if you can satisfy the customer, he or she will not only bring more customers to you, but will return to you for help in the future. “Sales should be a bloodless battle where both parties are satisfied at the resolution.”

Last, it is important not to get confused with becoming a “salesman.” You are there to sell a product to a working human, and it is important to reach them on a human level. Share your name at any opportunity, show excitement, and be yourself. Along with this, you have to WANT to sell, because being at work and not putting forth your full attention to wanting that sale, you won’t get it.