Mark Cuban on selling, from “How To Win At The Sport Of Business”
If you can sell, you can get a job – anywhere, anytime.
What makes a good salesperson?
Let me be clear that it’s not the person who can talk someone into anything. It’s not the hustler who is a smooth talker. The best salespeople are the ones who put themselves in their customer’s shoes and provide a solution that makes the customer happy.
The best salesperson is the one the customer trusts and never has to question.
The best salesperson is the one who knows that with every cold call made, he is closer to helping someone.
The best salesperson is the one who takes immense satisfaction from the satisfaction her customer gets.
The best salesperson is the one who wakes up early every morning excited to come to the officem get on the phone and let people know exactlyt why he loves his product, job and clients.
Every single person on this planet can learn to be a great salesperson. All you have to do is put in the effort and care about your company, your prospects and your customers.
So I survived the sharks.
Thanks to the application of factor 100 sunscreen (yes, it exists!) I even escaped sunburn.
But then I slapped myself in the face and I’m still smarting.
The people who bug me most are the skeptics.
These are the “yeahbutters”: the know-it-alls who challenge every new or different idea with their own preconceptions disguised as fact.
I’m in a hotel in Miami thinking about sharks.
In a few minutes I’m going to get on a boat.
(I get seasick on a horse).
I’m going to get on a boat and will be encouraged – through applied direct pressure – to jump off the boat and swim.
Now I’m all for swimming.
Specifically, I’m all for swimming in indoor pools, no more than 10 feet deep, with a lifeguard on duty at all times.
But I’m not a huge fan of swimming in the sea.
There are sharks, for a start.
And sharks are one of the things I actively dislike about this part of the world.
Back in the day I’d get sent desk warts by my suppliers.
A desk wart is a piece of tat designed to build up “name recognition”.
You know the type: corporate “merchandise” that takes up space in your stationery cabinet.
Desk-tidies, coffee cups, pens … all branded to make them deeply unattractive.
The decision to send this crap out goes like this:
Moron 1: “Hey! You know what everybody needs?
Moron 2: “What’s that?”
Moron 1: “A desk calendar.”
Moron 2: “Yeah! Everybody would LOVE to get a desk-calendar. Hell, people are buying them for their family and shit, they’re such great gifts!”
Moron 1: “Yeah, and you know what would make them EVEN more valuable?”
Moron 2: “Gold plating?”
Moron 1: “No! OUR LOGO AND TELEPHONE NUMBER!”
Moron 2: “That’s SUCH a great idea! I can’t believe nobody else is doing it!
Moron 1: “Yeah! They’ll LOVE us for the thoughtful gift, will OWE us some business, and will never FORGET us because our telephone number will sit on their desk all year!”
Moron 2: “Hey … I’ve just had a thought … what about getting some mouse-mats done as well?”
etc etc ad infinitum
Here’s what’s wrong with that:
1. If the best you can manage for an existing client is a mouse-mat with your telephone number on it, it is better to give them NOTHING at all.
I’m deadly serious about that. If your customers are spending thousands on you, take them out for dinner. Don’t give them a fucking mouse-mat.
You might as well write them a card that says “I’m too cheap to bother with anything thoughtful.”
2. If you think you’re going to win a new customer with a mouse-mat, then you have a deep, dangerous misunderstanding about what your client wants and needs.
“I will take your tat and decline your conversation” is the best you’re likely to get.
(I use that one with Jehovah’s Witnesses).
The only upside I can see in delivering desk warts is delivering them by hand so you get to have a conversation.
Presumably a conversation made up of you apologizing for your shitty gift.
If you want to do better marketing than that, get me on the phone.
[This is an email that went out to my newsletter list today. If you’re not on it, I suggest you sign up immediately.]
So most of the time you get a “correction” or a [FIXED] email from a marketer, it’s a pile of horsepit.
It’s just another excuse to get you to click the link they want you to click.
But in this case – and as so many of you pointed out – we FACTUALLY got the timing of tomorrow’s webinar wrong.
That’s been fixed now.
I sent a group of Armenian thugs to Danny’s house in Montreal. They remedied the situation immediately with the help of pliers and a cheese-grater.*
But then our servers exploded under the enormous rush of sign ups.**
… and our conference line only takes 25,000 and there are already 26,000 of you registered.***
Tomorrow’s live training event with Danny Iny and me will show you how to get your audience eating out of your hand.
… and forgiving you when you make stupid mistakes like sending out the wrong time for a webinar.
… and buying more of your stuff more frequently.
Click here to join us and learn how to do this stuff right.
* that’s not true.
** nor that
*** nope, not even