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10 Steps to Sales S
System That Can S
Cycle, Double Your
Significantly Incre
by Tim Breithaupt

AMACOM © 2003 (224

This text provides too
enabling you to easil
selling process from
close sales faster, all
time for yourself eac
increase your income

Table of Contents

10 Steps to Sales Success ”The Proven System that Can Shorten the Selling Cycle, Double Your Close Ratio, and Significa
Introduction ”Why This Book?
Chapter 1 - The Sequential Model of Professional Sellin g
Chapter 2 - Attitudes of Success: Five Pillar s
Chapter 3 - Planning and Preparation: Measure Twice, Cut
Chapter 4 - Time Management: It's About Tim e
Chapter 5 - Prospecting: I Know Where You Are Hidin g
Chapter 6 - Building Rapport and Trust: Behavioral Flexibili
Chapter 7 - Discovery: Game Da y
Chapter 8 - Presentation Skills: Value-Added Solution s
Chapter 9 - Confirming the Sale: Closin g
Chapter 10 - Creative Negotiation: There is Always a Wa y
Chapter 11 - Action Plan: Implementatio n
Chapter 12 - Follow-Up: You Never Call or Write Anymor e
Recommended Readings
List of Figures
List of Sidebars
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Back Cover

Selling is a complex process. In order to succeed, sales professionals need to have not only a
healthy self-esteem, but also a precise, proven system to get them confidently through each sales
call. In Ten Steps to Sales Success , sales expert Tim Breithaupt both teaches and inspires ”providing
a treasure-trove of practical tools and techniques designed to cover the entire selling process from
A to Z. The book presents a complete methodology based on the author ™s "Ten-Step Model of
Sequential Selling," comprising:

 Attitudes of Success

 Time Management

 Prospecting

 Building Rapport and Trust

 Probing and Listening

 Value-Added Solutions

 Closing • Creative Negotiation

 Action Plans and Follow-Up.

Perfect for both sales novices and veterans, the book includes humorous illustrations to support key
points, and provides numerous "how-to" examples. It is a must-read for anyone seeking to move
beyond sales survival to sales excellence.

About the Author

Tim Breithaupt is the founder of Spectrum Training Solutions, Inc., offering training in sales,
customer service, and negotiation. He is an accomplished speaker and has trained sales
professionals from many Fortune 500 companies.
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10 Steps to Sales Success”The Proven System
that Can Shorten the Selling Cycle, Double Your
Close Ratio, and Significantly Increase Your Income
Tim Breithaupt C.G.A.H

American Management Association
New York • Atlanta • Brussels • Buenos Aires • Chicago • London • Mexico City San Francisco • Shanghai •
Tokyo • Toronto • Washington , D.C.
Special discounts on bulk quantities of AMACOM books are available to corporations, professional
associations, and other organizations. For details, contact Special Sales Department, AMACOM, a
division of American Management Association,
1601 Broadway, New York, NY 10019.
Tel.: 212-903-8316 Fax: 212-903-8083
Web site: www.amacombooks.org

This publication is designed to provide accurate and authoritative information in regard to the subject
matter covered. It is sold with the understanding that the publisher is not engaged in rendering legal,
accounting, or other professional service. If legal advice or other expert assistance is required, the
services of a competent professional person should be sought.

Library of Congress Cataloging-in-Publication Data

Breithaupt, Tim.
10 steps to sales success : the proven system that can
shorten the selling cycle, double your close ratio, and significantly
increase your income / Tim Breithaupt.
p. cm.
Includes bibliographical references and index.
ISBN 0-8144-7165-X

1. Selling. I. Title: Ten steps to sales success. II. Title.

HF5438.25.B726 2003

658.85”dc21 2003007953
Copyright © 2003, 1999 Tim Breithaupt

All rights reserved.

Printed in the United States of America.
This book was originally published in 1999 under the title Take this job and Love it by Spectrum
Training Solutions, Inc., Calgary, Alberta, Canada. Grateful acknowledgment is given to Spectrum
Training Solutions for permission to include the illustrations found throughout this book.

This publication may not be reproduced,
stored in a retrieval system,
or transmitted in whole or in part,
in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise,
without the prior written permission of AMACOM,
a division of American Management Association,
1601 Broadway, New York, NY 10019.

Printing number
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10 9 8 7 6 5 4 3 2 1
To My Parents
Elizabeth and Louis P. Breithaupt, whom I respect and admire as parents and as friends. You gave me
an invaluable benchmark of honesty, integrity, and success. With pride and love I dedicate this book to
you both.
I love you.

The completion of this book has left me with the challenge of expressing my gratitude for the acts of
encouragement and support offered by so many people. My indebtedness goes far beyond a thank you.
To those who contributed, directly or otherwise, I offer my deepest appreciation.
The following individuals are deserving of a special thank you.

Les Hewitt: My mentor who said, "You need to write a book," and then inspired me to follow through on
his idea. Thank you for your undying confidence and support. We just did it!

Shauna Dobrowolski: My executive assistant for over four years”what an outstanding woman.
Shauna is the epitome of the human side of business. Her positive attitude is the envy of her peers, and
her unwavering support, dedication and enthusiasm formed the cornerstone of this project.

Rod Chapman: My editor who used more red ink than a tax auditor while assuring me it was in the
interest of, "stylistic consistency, parallel construction, and a clean manuscript." We are still talking!

Gary Lundgren: His awesome cartoons relate to us all. Thanks for "Bernie."
Special Acknowledgments:
Trish Matthews Michael Fisher
Anne Milette David Chilton
Wendy Perry Ron Cuthbertson
Armchair Critics Past and Present Customers
Lynn, Stephen, and Michael
TIM BREITHAUPT is the founder of Spectrum Training Solutions, Inc., which offers training in sales,
leadership skills, and sales negotiation. He is an accomplished keynote speaker and has trained sales
professionals from many Fortune 500 companies. He lives in Calgary, Alberta, Canada.
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Now I know what it's like to give birth, at least in the conceptual sense. Although the gestation period of
this book was longer than childbirth, its development parallels the emotions and activities of an
expectant mother: mood swings, impatience, anxiety, cravings, anticipation, check-ups, having to
choose a name, and the frustration of several missed due dates.

I spent months organizing my thoughts before finally putting ideas on paper and into my tape recorder.
When I saw the Table of Contents and the Introduction taking shape, it was like feeling the first kick. I
was filled with excitement and an overwhelming sense of trepidation. This could have been my first bout
of morning sickness”at least it felt that way. I would wake up thinking, "What did I get myself into?
Can I really write a book that salespeople will actually read?"

It appears we've done that. I say "we" because this delivery is the result of a synergistic effort by many
individuals. The birth of anything is rarely a solo performance.
10 Steps to Sales Success represents my deepest belief that selling is fun. Selling is one of the most
challenging yet rewarding careers in our society. Sales entrepreneurs are emerging as one of the most
sophisticated and important players in the business arena. A sales career offers no end of promise, and
the excitement of endless possibilities. Selling is a springboard to the fulfilment of all your goals and
aspirations. It's my hope that this book will help you and others discover (or perhaps rediscover) the
joys of professional selling, and that it will empower you to truly aspire to new levels of success. Life
validates that success is a matter of choice, not chance. Enjoy.
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Introduction”Why Book?

As a professional sales trainer, I have discovered a very important aspect of adult learning: people love
simplicity. The simpler the better. I wrote this book with that goal in mind; to reveal the simplicity of
selling. Selling is simple. Simple is fun. That is why the KISS principle (Keep It Simple Salespeople)
prevails. This book offers an approach that strips away the perceived complexities of selling and
discusses selling in its purest form: a dialogue between two human beings.
The required skills of an effective sales professional have become increasingly sophisticated. Today's
customers are looking for a whole range of products and services to meet their business and personal
needs. Customers have become immune to traditional sales techniques. Technological changes, sales
automation, deregulation, and the global economy have blurred many product distinctions, at the same
time stimulating a highly competitive selling environment. Nowadays, product and price alone will not
sustain a competitive edge. We have seen the demise of the "obvious product solution." Your product
on its own will no longer stimulate a sale. Your customers can buy virtually the same product at the
same price elsewhere, so why should they buy from you? Customers appreciate a salesperson with
empathy”the ability to develop a total solution versus simply presenting a product. They also
appreciate the efficiency of new technologies, high tech, but still want the warmth of the human aspect,
high touch.

Sales productivity often gets sabotaged by the mechanics of selling. Unfortunately in many cases,
selling becomes more of a strategic engagement with the enemy rather than a conversation with a
potential ally to your business.

You are about to learn powerful proven techniques of professional selling. As you master the techniques
revealed in this book, you too will experience new levels of productivity. Expect your close ratio
(successful sales to number of sales calls) to double. No longer will you have to worry about missing
your monthly or quarterly sales targets.
If you are like me, the visual aspect represents an important part of adult learning. Research suggests
that most of the information stored in people's minds enters through their eyes. If your words conflict
with your actions, a listener will believe the actions. I have taken my 25 years of practical sales
experience and designed a visual representation of what the entire sales process looks like. I am not
aware of any other book that presents the entire selling process in visual form.

I write this book with the intent to share my accumulated knowledge and experience, perhaps making
your life a little easier. Early in my career I discovered I had a propensity for sales. After graduation from
the University of Toronto in 1977, I pursued my love of sales with corporations such as J.M. Schneider,
Inc. and Gulf Resources. I then spent eight years in the computer industry with Control Data
Corporation, five of them as sales manager.
In 1991, I left the arena to found my own training company, Spectrum Training Solutions Inc. Since
then, I have worked with national and international companies and trained thousands of corporate
professionals. I describe my style of facilitation as entertrainment, because I believe humor contributes
significantly to adult learning and retention. I invite you to visit our site at www.spectrain.com.

This book introduces you to a tool I use in all of our sales seminars: the Sequential Model of
Professional Selling. The Sequential Model has been designed to foster confidence and success
through its simplicity while revealing the common denominators of each sales call. Experience has

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