Okay, let’s admit it. The teachers back in high school and college didn’t look at the mildly nerdy, hit the books, not go out on Friday night, straight A plus student and say, “I just KNOW you are going to grow up to be a top performing salesperson someday! You are way too good for medical or law school!” Nope. The perception was and may still be that the sale career path was reserved not for the smartest in the class, but more for the cool, extroverted, high-energy, talkative, popular Joe or Jane whose GPA typically hovered somewhere between C minus and missing class. And between all the parties and laughs, these students/socialites still managed to squeeze four years of college into five or six. Nice Work!

Now I don’t have any scientific proof that “smart” people are attracted to traditionally “respected” positions more than sales. And there is no way to tell if more overachieving B minus students than book worms end up in our noble profession. But it doesn’t matter. Because now that the As and Cs are all in the career world together, I have come to one conclusion. The Book Worms were onto something with this whole “learning/get as smart as possible” thing. And maybe there is something positive that comes from doing homework, scheduling time to learn, and combing the internet and social media for cutting edge information. And who would have thought that ASKING questions of others with the intention of learning could be even more fun than TELLING people all about you and your product. I mean, as cocky as we salespeople were before, can you imagine how much MORE confident we can be once we stuff a bunch of that “learning” stuff into our heads.

So today we are having a coming out party! We are going to shake our indifferent, apathetic, get by with as little studying as possible, career debilitating attitudes and become students once again. Only this time, we are NOT going to learn just enough to “get by.” Heck no! Class is in session and 2012 will be the year we head to the top of the class. The question is, are you ready to become your sales class Valedictorian? If so, here are some tips to doing it:

Know More Than the Competition

The first product your customer must “buy” is your knowledge of that product. You can have the greatest product or service in the world, but your product or service is only as good as the knowledge you have and the way you use it during a sales call. Besides Product Knowledge, top salespeople also need a healthy dose of Industry, and Competition Knowledge to be successful. This PIC knowledge is one of the 3 Ps in the PRECISE Selling Formula of Top Performers. When we say PIC knowledge, we are talking about PIC-ing apart your competition. It is one area that sales reps have complete control over, and yet average salespeople too often use excuses to justify why it is impossible to know everything. Many believe that they can get by with just enough to get by, but that is all they will do unless their knowledge is high-level. PRECISE Sales Reps don’t just get by…they blow by the competition. Knowing more than the next rep allows this to happen.

Learn…on Purpose

The smartest people in any business do NOT learn by accident. They make time in their schedule to get smart, which means if you want to be smarter than your competition, grab your smart phone or Ipad or open up Outlook and make a 30 to 60 minute appointment with brilliance each week and do NOT cancel. In other words, get up 30 minutes earlier on Monday and Tuesday, get into the office, and start studying. By this time next year your new found knowledge will make you a more valuable resource to your customers. And while your competition has to go searching for answers, you will be able to easily access them on that hard drive we call your brain.

Wait…and Learn

You should be almost as good at waiting to see customers as you are at selling to customers. Unless you believe you know everything you need to know about your product or service, you should rarely find yourself just sitting and sighing. Being parked in the lobby or lounge waiting for your prospect to open the gates to OZ doesn’t have to be a bad thing. Waiting time is learning time, and it should be valued as much as selling time. It will be the waiting and learning moments that will separate you from your competitor when your customer is asking the tough question. While your competitor
is saying, “I will follow up with that information.” You will be saying, “I will follow up on that order.”

Google It, Link It

So you have an appointment set up at Acme, huh? And they have five branches that buy tons of stuff, you say? Well Smarty, it’s time to get on that computer and go to www.google.com and type in Acme, Pleasantville, MO (assuming that’s where they are). And don’t be surprised if you learn the names of every key decision-maker, exactly what procedures they do, if they have an electronic medical records system, and a bunch more. This information will prevent you from pulling out one of history’s lamest open ended sales questions, “So Mr. Schwartz, tell me a bit about your business.” Because the Sales Valedictorian doesn’t ask questions that tell the customer that they didn’t do their homework.

Linkedin is another super tool to gain intelligence. Find a decision-maker’s profile and they will often tell you what is most important to them. Match their key words with your solution and you now have something worth talking about.

Snoop Around Online

Want to know the latest promotions your competition is running? And how about the key features and benefits of their focus products. Simple! With a few clicks of the keyboard you will be on your way to the head of the class. Just go to your competitor’s website or Linkedin Profile and snoop around a bit. And after taking a few minutes to discover the key benefits they are pushing in the field, you will be able to craft a presentation that highlights your key differences. While the Valedictorian doesn’t like cheating, he understands that to keep his grade point average higher than the Salutatorian, he needs every edge.

So are you ready, Smarty? Good, because class is back in session. And like Harry Truman said:

So for the rest of this year, let’s make learning a habit. And when you do, don’t be surprised if you are counting fatter commission checks at the end of the school year!

As president of PRECISE Selling, Brian Sullivan, CSP delivers seminars and Internet training programs on sales, customer service, leadership and presentation skills to companies of all sizes. He also hosts the radio talk show Entrepreneurial Moments, a show dedicated to personal and business development.To learn more, go to www.preciseselling.com. Or let’s hook up on LinkedIn at tinyurl.com/cynamx6.

The grass is greening, the birds are chirping and the smell of springtime love is in the air. (All that’s missing is a little Karen Carpenter in the background.) That “cheesy” spring fever feeling we have in our bones reminds us of the simplest and most timeless business and life formula…Love Equals Success. Love your customers, love your peers, love your competition, love your boss, love your family and friends, and love yourself. Do this in abundance and you will love waking up, love the cold call, love the challenges, love the long quiet drives, love the sales meetings, and love finding new ways to obtain and retain customers.

In short, love people and the “situations” of life will take care of themselves. In sales, the by-product of being the most loving salesperson your clients see is… you sell a TON of products and services. The spinoff off of being a loving sales manager is that your team will do the right thing when you aren’t looking…because they won’t want to disappoint you or the company.

So what exactly is “love?” In Milton Mayeroff’s book On Caring, he writes, “love is the selfless promotion of the growth of the other.” So what can you do everyday to selflessly promote the growth of others?

Ask Questions – - Perhaps the first step is to focus on the type of communicator you are. If love is the expression of selfless service, the only way to know how to serve others is by learning what they need. Love creates curiosity, curiosity creates questions, and questions create learning. Take a moment to think of somebody outside of your immediate family who you believe loves you. Now ask yourself, “How does that person talk to me?” Chances are they show their interest and love by trying to understand you. They ask you questions that get you to open up. And the more you open up, the better you feel. In short, loving people allow you to talk. They understand that they learn NOTHING while their own lips are moving and that the only way to serve you is by letting you “have the floor.” But make no mistake, just because the “loving” communicators let you do most of the talking, doesn’t mean they are weak. In fact, the more questions they ask, the more they are able to lead you to come to “their” conclusion.

Listen – Loving people know that it is not enough to be a great questioner but that one also has to be a master listener. Loving people don’t interrupt others, they don’t fake listen and they don’t think of what they are going to say next while the other person is talking. They know it is difficult to effectively serve others unless they listen to the needs of others.

Practice – The best place to practice “listening” is with your #1 customers…your family. Today, approach your spouse, kid, boyfriend, Mom, whoever and ask them this one question, “Am I a good listener?” And when they are telling you, don’t INTERUPT, don’t FAKE listen, and don’t think of your rebuttal. Because once they are done, you are NOT allowed to respond. Because the only objective of this exercise is to train your mind, mouth and ears to learn, rather than teach. Loving people spend more time learning than teaching. But through their example, they end up teaching us more than the “know it all” who has all the answers.

“Love” Cold Calls – To inject a little more love into the world, and as a result a lot more success, you need to make a bunch of love spreading “cold calls.”

• Beginning tomorrow morning, count the number of human interactions you have in that day.
• After each interaction ask yourself this question, “Did that person ‘feel the love’ or will they resume their day quickly forgetting that I was even part of it?”
• After each interaction, grade yourself on a scale of 1-10, one being the Grinch-esque and 10 being Cupid-like.
• Before you turn out the lights, determine the average “love index” of those interactions.

1. If you averaged between 1-5, SNAP OUT OF IT and set the goal to increase your number by a point or two the next day.

2. If you were between 6-8, nice job, but you may still be leaving some points on the board.

3. If you are a love pro and came up with either 9 or 10, congratulations…you achieved Barry White Love status!

So this week, bump up your “Love Index” by questioning more, listening more, smiling more and serving more. And by making love your secret weapon, you better prepare to love the success that will soon follow.

As president of PRECISE Selling, Brian Sullivan, CSP helps improve sales, customer service, negotiations, leadership, and presentation skills through seminars and Internet training programs. To learn more, go to www.preciseselling.com. Or let’s hook up on LinkedIn at tinyurl.com/cynamx6.

Ever heard the words, “That information looks good. Do me a favor. Give me a brochure and some pricing, and I’ll be sure to take it to our next meeting. Give me a call next week, and I’ll let you know if there any interest.” If you are a salesperson, you not only have heard those words but you no doubt hear them often. When it happens, it leaves you wondering if you are being blown off, or if there really is interest. Regardless of the wondering, most salespeople agree to the prospect’s recommendation, make a note to call back and promise to follow up later.

The problem with this mildly wimpy approach is that it often leaves salespeople chasing deals that never had a chance… costing them countless hours of sales time. It also prevents salespeople from understanding the who, what, when and how of the opportunity’s decision-making process, thereby minimizing the chance of a successful sale. If you want to increase your sales by more than 15% this year, simply master the below Big Boy process and USE it EVERY time a prospect tells you to give them a brochure and pricing…because they have to talk to others. (By the way, these steps apply equally to the Big Girl Table)

Big Boy Step #1 – Always ask who is responsible for making decisions? And don’t be afraid of insulting the person you are talking to. For example:

“Sue, who as well as yourself, is involved in determining if this solution would be best for your facility?”

Notice how this wording gives possible decision-maker Sue her well-deserved respect…even if she has absolutely no role in that decision. You give her respect, she tells you how the buying process works. Two winners on that deal!

Big Boy Step #2 – Ask to be involved in the meeting. Let’s get this straight. You BELONG at the table where that decision is being made. Stop hoping your existing relationships can sell your solution to others as well as you can. They can’t. Which means on every opportunity, you need to expect and ask to attend. For example:

“Sue, I know I’ve given you quite a bit of information. Would it be helpful if I make myself available for that meeting should any detailed questions come up?”

Big Boy Step #3 – Get a Big Fat Yes from the person in front of you (or on the phone). Too often, salespeople assume that because the prospect said they were going to take it to somebody else, they must like the solution. They then assume the prospect is “all in” and will actively “sell” it to others. But we all have had deals go bad because our assumption was wrong. If you want to know how excited your possible “champion” is about your product…ask! For example:

“Sue, you mentioned the other folks that need to be involved in the decision. But before we even get to that point, do YOU believe that my product would be a good fit your facility?”

BAM! No more guessing. Listen closely to the words and enthusiasm your prospect uses. If they can’t make a case to YOU why they think it would be a good idea, there is zero chance they will make it to the other decision-makers. Look at this as a nice little practice session. And in this session you have the opportunity to add additional information that will better prepare your champ for that next meeting. Oh, and don’t be surprised if your prospect gets even more excited about your solution while they are telling you what they think. The more they talk about the benefits of your product, the more they sell it to themselves. Selling it to themselves will prepare them to sell it to others.

Big Boy Step #4 – Find out what’s important to the others. Assuming your prospect validated their support for your solution, follow with:

“I’m glad you like what you heard. Now I’m curious Sue. What are the other decision-makers going to need to hear to come to the same conclusion you just did? That my product would make sense for your facility.”

This will allow your champ to think through what each person may need to know to make a positive decision on your product. As the light bulbs come on, be prepared to provide additional supporting materials to help your prospect make the case for your solution. By the way, what often happens as you follow this process is prospects like Sue will understand that they may have to work too hard to deliver YOUR presentation. Don’t be surprised if they NOW decide it makes sense for you to be part of that meeting.

Big Boy Step #5 – Make detailed notes in your CRM or other planning tool. After all that great work and discovery, why on earth would you want to shove your notes into a beat up folder or under the front seat of your fancy Ford Taurus? Put those names and what’s important in an electronic file for safekeeping. Your organized knowledge and easy access to key decision-makers throughout your territory is one of your greatest assets.

If yours is a complex sale, the above process may need to be repeated in the same facility more than once. Make it a habit and you will get to more and higher decision-makers. And while your competition remains stuck in the basement, praying their message magically finds its way though the decision-making hallways, you will become a regular at the table where purchase orders and careers are made.

As president of PRECISE Selling, Brian Sullivan, CSP helps improve sales, customer service, negotiations, leadership, and presentation skills through seminars and Internet training programs. To learn more, go to www.preciseselling.com.. Or let’s hook up on LinkedIn at tinyurl.com/cynamx6.

Has a customer, a colleague, or associate come to you with a problem, concern or objection lately? And did you rack your brain trying to come up with the perfect solution or response only to get nowhere? So why can’t you solve the problem? It’s because you are solving the wrong one! And why might you be solving the wrong one? Because you are focusing too much on the words used to describe the problem and not enough time on the meaning behind the words.

Let me explain. Let’s say you are the owner a small new business with a great product. You do a presentation to a key prospect on your solution and are feeling pretty darn good about your chances to close the sale. Your prospect then stops you in your tracks by saying, “You know, I have a problem. I have never heard of your company before and that concerns me a bit.” At this point, the average, non-problem solver business person launches into a response often loaded with meaningless corporate information that doesn’t address the REAL problem. As a result, they often give the wrong information, solve the wrong problem, and waste the other party’s time. You, on the other hand, understand that the real problem will only be found by digging deeper.

So this week, don’t believe it when somebody tells you they have a problem. Ask two, three, or four more questions to isolate the real concern. And by finding the real problem more quickly, you will be able to serve others more quickly. Keep doing that, and the only problem you may have is that too many people will be coming to you to solve their problems. And that, my friend, would be a great problem to have!

Brian Sullivan, CSP, is author of the book, 20 Days to the Top- How the PRECISE Selling Formula Will Make You Your Company’s Top Sales Performer in 20 Days or Less. To learn more about overcoming problems and low sales in a tough economy, check out Brian’s book at www.preciseselling.com.

I had a good day recently. On that day I got to meet one of America’s heroes. Like so many, Major Ed Croot, part of the Army’s elite Special Forces doesn’t look at himself as a hero. And while embarrassed at the tag, he appreciates the fact that throughout his short return home in the States, thankful Americans rarely let him pay for a haircut or a beer. And he says this unwavering support and gratitude is given almost everywhere he goes.

Just last week, I had Major Croot on my weekly radio program to talk about leadership, overcoming obstacles, setting objectives, effective communication and of course, a bit about the war. As Ed came into the studio in full camouflage and Green Beret, I expected a hard-nosed conversation about objectives, overcoming the enemy, never giving up and fighting to the end. Instead I heard words like caring, listening, loving, helping, showing and giving. While I might have been looking at one of America’s most skilled soldiers, more so I was looking at somebody whose supreme objective is to serve others.

I asked Ed to give me one big lesson he has learned during his time in Iraq and Afghanistan and he said, “I have learned a lot and our nation has learned a lot over the last four years. My directive as an Army Special Forces Soldier was to kill, capture, destroy, disrupt and deny the enemy. I now realize that is only 20% of what I do. Perhaps the more important 80% is to help Iraqi and Afghan people live normal lives. We want them to have schools, jobs and be able to provide for their families. If we do these things, we will gain their trust and then be able to help them even more.” As Ed spoke about his men, his mission and the people he was trying to help (Afghans and Iraqis), at times he got choked up. This man loves and believes in what he was doing, and it is his caring of others that is the fuel for his mission in the military. And the more I listened to Ed, the more I realized that many of the same principles that he was discussing apply to great salespeople and leaders. Ed was what I call PRECISE.

For example, let me share with you a story about a recent “sales call” Ed made. It was Christmas 2004 and Ed was making a call in an Afghan village. That day, he was selling his favorite product he called “trust.” He had a huge quota on that product in ’04 and knew he had to make a ton of sales calls if he was ever going to have a successful year. But he also knew that many of his customers were buying from the competition known as Taliban Inc. Ed realized that if he came across as too pushy with his new prospects, they not only wouldn’t buy from him, they might even tell the competition what he was up to in their territory.

But Ed wasn’t alone. His amazing sales administration director (his wife Tracy) thought that he could win over some customers with a little TLC, so she mailed some books and toys for Ed to hand out. With sales objective and product in hand, Ed stepped out of his car (HumVee) and approached an important prospect. There was immediate interest in what he was doing as many of the younger customers seemed happy to see him. The gatekeeper (an older Afghan man), however, was a bit apprehensive. He had never done business with Ed’s company before and wasn’t sure what to expect. Ed handed the man some toys and books to give out to his employees (kids) with hopes of making the gatekeeper look good. He thought it might be helpful to develop a “coach” in the organization who might tell others how Ed and his company weren’t so bad. The gatekeeper accepted and let Ed “come on back.”

As Ed got past the gatekeeper, he got an appointment with some of the key decision makers in the village (teachers). He knew that if they bought his product, then they would tell all the future decision makers what a good company he worked for. That day Ed had to overcome some common objections that Taliban Inc. had planted in the marketplace but with great preparation, he felt confident that he could. He knew if he wasn’t well versed on his product, he might find himself in serious trouble in that sales call.

Ed didn’t get the order that day, but he did get an invitation to come again. He got back into his vehicle, confident that he would someday have a good customer, and then continued to his next call. He knew that to make his quota, it would mean long hours in the territory, great preparation, and perhaps more importantly, a genuine interest in serving the customer. Because he knew that once they truly believed that he was there to serve them and not “sell” them, he would have a customer for life.

Ed did such a good job in his territory that he was promoted to a middle management role and was accepted to attend a top sales and leadership university (US Army Command and General Staff College) where he will learn to teach others the art of selling a difficult product. And in June, he goes back on the road…back to his team of sales champions…back to his band of brothers. And Ed realizes that while his company may have recently gained some market share, he knows that to secure the long term viability of his company, he and his team need to keep selling…harder than ever. And he knows they will carry out the mission, because they are doing it for the right reasons.

So what can salespeople and business leaders take away from Major Croot. Well, think of the lessons he has learned. It is difficult to force anybody into anything. A “kill, capture, destroy, disrupt and deny” attitude in dealing with colleagues and customers only fortifies their defenses and makes it difficult to positively impact their lives. And just as Ed and our nation has learned that “selling” ideas is easier once a little trust is built, we also need to remember that rule also applies to us…regardless of whether we are selling a product or an idea.

So this week, while you are making your sales calls or managing your team, don’t forget that Ed and thousands of great salespeople just like him are out there right now, selling a product that will keep our nation and our families safe. And let’s say a prayer that Ed and his company meet their sales quota soon and return home safely. And when they do, it is going to be the biggest sales awards ceremony this company has ever seen. Oh…and Ed…tell your buddies we are forever grateful for your sacrifice. We will never forget.

Brian Sullivan is author of the book, 20 Days to the Top-How the PRECISE Selling Formula Will Make You Your Company’s Top Sales Performer in 20 Days or Less. He also hosts a business radio talk show in Kansas City called Entrepreneurial moments. To learn more, go to www.preciseselling.com

After 12 years it’s finally over. Together, Richard and I toiled over umbrella policies, term life, jewelry appraisals, auto and home insurance. And through it all, I was in good hands. He returned calls quickly, gave me the answers I needed and was always professional. So why after doing a good job for all those years did he lose my business? The answer is simple. While being adequate or even a good salesperson may prevent customers from actively pursuing other business, it does not defend against a another salesperson offering something more than “good enough.”

So when rookie insurance agent Marcus gave me a call, asked to meet with me, delivered his presentation, showed how he would save me money, and then asked for my business…I jumped!

Because when products are equal and the relationship is purely transactional, the only thing that matters is price.

Let me explain. If I put five soda machines in front of you that dispensed almost the exact product, but one of them was 10% less expensive, which one would you put your money into? Correct! But what if one of them offered a soda that came in a frosty mug, crushed ice, whipped cream (optional for you health nuts), a cherry and a pink umbrella? Wouldn’t that experience be worth the 50 cents extra? Heck yes! And after that liquid ecstasy came out, wouldn’t you tell everybody you knew to run to that machine and buy one? That, my friend, is called referrals.

So this week, I want you to think of your top 10 customers and ask yourself, “What have I done to create an experience or add value in a way that shows my customers I am irreplaceable?” If the question scares you…GOOD! Because sometime over the next 30 days your competition is coming for your business. NOW is the time to defend it. Because there are few words more painful to the ears of a salesperson than, “You did a good job, we just decided to give somebody else a try.”

As president of PRECISE Selling, Brian Sullivan, CSP helps improve sales, customer service, negotiations, leadership, and presentation skills through seminars and Internet training programs. To learn more, go to www.preciseselling.com. Or let’s hook up on LinkedIn at tinyurl.com/cynamx6

John Moran, sales kingpin and one of the most respected men in the medical industry called me to ask if he can ride with me and make some sales calls. The year was 1990 and I was a 22 year-old sales know-it-all with a medical manufacturer. When John traveled with you, it was an honor and an experience you did not want to screw up.

On our sales day, we were calling on an important distribution customer with whom I had a very good relationship. I told the VIP C-Suite customer that I would be in the area around two o’clock with the bigwig and that I wanted to stop by to visit with him. Two o’clock rolled around; we stopped by for about forty-five minutes, shot the breeze a bit and then left. I felt like a million bucks and thought for sure “The Godfather” would feel the same way. I was wrong!

John asked me “What was the objective of the call?” After bumbling for a few seconds, I told him that I just wanted to stop by to see how our customer was doing.
He said, “What was your objective in seeing how he was doing?”
I said, “To make sure he still liked our company and what we were doing.”

“What does that mean? What was your objective in seeing if he still liked our company and what we were doing?” John responded. (This little exercise was driving me nutty, but the man in the passenger seat was my boss’s boss’s boss, so I had better play the game.)

I said, “By liking us, it is easier for me to get him to commit to running a sixty-day promotion on our products.”

John said, “So why wasn’t our objective to get him to commit to a sixty-day promotion on our products?”

I said, “Because I didn’t think of it.”

He said, “You just did.”

Lesson #1- Never mistake activity for progress. Just because you feel busy in a sales call, doesn’t mean you are getting anything done.

Lesson #1- Never mistake activity for progress. Just because you feel busy in a sales call, doesn’t mean you are getting anything done.

Lesson #2- Never make a sales call without a precise objective. A precise objective is what you want the prospect to do as a result of the call that gets you closer to a sale or a closer relationship.

Lesson #3- It’s not about what YOU do in a call, it’s about what THEY do as a result of it. For instance, a lame objective would be something like: I am calling on a current customer to find out their needs.

• A precise objective would be: I am calling on my current customer to get them to share with me their 2012 budget and to agree to more detailed company/product presentation with key decision-makers over the next 10 days.
• Will we find out their needs to get to our ultimate objective? Yes! But it’s not why we are there. We are there to get them to do something that takes us closer to a sale.

Lesson #4- Do your homework. Lack of preparation in a sales call leads to wasting a prospect’s time. Face it, we would all like to spend less time with salespeople and it’s because countless unprepared salespeople have ruined it for the rest of us. Today, web and social media technology allows us to find out information that in the past might have taken several sales calls. The days of “Mr. Prospect, tell me what keeps you up at night?” are over for top performing sales pros. They know what’s keeping Mr. Prospect up because he posted it on his LinkedIn account and followed it with several tweets on Twitter. And the Pro found it!

Lesson #5- Don’t turn one sales call into three. Many salespeople do a great job of delivering the benefits of their solution but go into financial convulsions when it comes time to talk money and get commitment. If you are the type whose greatest closing skill verbiage sounds something like, “Okay Mr. Prospect, I’m glad you like the product. Let me get back to my office, run some numbers and shoot you over a proposal,” then we have some fixing to do. Don’t EVER show up unprepared and unwilling to tell them how much. And make sure it’s in writing.

Pre-call preparation that includes crafting a clear and measurable objective is one of the easiest aspects of the selling formula to control. Despite this, too many average and below average salespeople don’t invest the time needed and as a result, don’t make the most out of each opportunity. This often leads to time management problems and frustration. So this month, focus on one thing…PREPARATION. And after you do, prepare to make 2012 the year you became your company’s top performer.

Sales Coach and Business Consultant Brian Sullivan, CSP is the author of the book, 20 Days to the TOP- How the PRECISE Selling Formula Will Make You Your Company’s Top Sales Performer in 20 Days or Less. Sign up for his free his free weekly motivation and sales tip by going to www.preciseselling.com. Fun stuff that will keep you focused on getting to the top!

Have you ever forgotten somebody’s name 30 seconds after meeting them? Or when was the last time you were at a party and elbowed your significant other while telling him or her, “If that person comes up to us, make sure you introduce yourself first, because I forgot the name of that guy I met three other times.” Or have you ever pulled up to the ATM and found yourself staring at the buttons as you tried to recall the same PIN that you have been using for the last 12 years.

Now let’s think back to that recent sales meeting where you had seven new product presentations and walked out with 26.5 pieces of literature. And wait! What about the 32 new FOCUS promotions (yea, right) you have going on that are guaranteed to make you rich, rich, rich! How on earth can you remember all this stuff? It’s just not possible, is it? Well, the answer is…YES! It IS possible.

How do I know? Because I recently interviewed a guy named Dave Farrow, who was diagnosed with dyslexia and ADD in high school but who went on to become the two-time Guinness record holder for best memory. Dave memorized the order of 59 decks of cards (that’s 3068 cards in all!) shuffled together to make the claim of having the World’s Greatest Memory. He also memorized and then recited the names of the entire studio audience of the Regis and Kelly show.

What a gift, right? WRONG! I asked Dave if his memory was a gift and he said, “I don’t have a gift. Memory can be taught because it is a skill. Most people think your memory is just what you are born with, but once you learn how your mind really works a whole world opens up. ANYBODY can learn this stuff. You see, you either have a trained memory or you don’t. It’s the difference between pushing a car and getting in to driving it. You have the same tools in both situations but one you’re pushing a ton of effort out and the other you’re applying good strategy to succeed.”

So what can you do to make sure you do a better job of remembering not only names, but also phone numbers, product information and your mother in law’s birthday?

“Name” Brain- Never have to call that guy, “Dude or Buddy” again.

• Associate names with a picture. For example, what picture would you create in your mind for names like Frank, Sue, or my favorite…JOHN? Another technique is to picture them in a costume. Sounds goofy, right? Well it works!

“Number” Brain-That phone number belongs in your head, not in ink in your palm.

• To remember numbers, create associations. For instance, I recently had to remember the code to get in my car. The number is 99513. My 11-year-old son Jake said, “Dad, its Wayne Gretzky, George Brett and Bad Luck.” How could I ever lock my keys in the car again!!

“Office-Time” Brain- Tips to use your brain to get your projects and office work done more quickly and creatively:

• Don’t see a task as one big job; break it up into small tasks. For instance, if you have to write your Sales Territory Analysis and it will be 15 pages, set a timer to go off in 15 minutes. Write as quick as possible for 15 minutes, then stop and move onto another task. That task might be another part of your analysis or a completely different task. (I used this technique when writing my book, 20 Days to the Top, and if I didn’t, I would still be writing) Also, don’t focus on critiquing your work (spell checking, editing) until you have put all the ideas down. Remember, short BURSTS of activity keep your brain fresh and creative.
• Take short breaks. Think of the story of the lumberjack who worked all day but his friend who worked half the day chopped twice as much wood. His secret was he took regular breaks to sharpen his ax. Even if it is closing your eyes for a second or having a sip of water, take a second out of work and then come back to it fresh.

“PIC Knowledge Brain” (Know your Product, Industry, Competition)- Tips to help your brain gain and retain maximum knowledge. British author Samuel Johnson said it well when he said, “The true art of memory is the art of attention.”

• Focus your attention on that sheet of literature, brochure or clinical study you are viewing. In order for information to move from short-term memory into long-term memory, it takes focus.
• Try to study in a place free of distractions such as television, music, email and other diversions.

“Presentation” Brain- The more you remember, the more you can convey in a presentation (when needed). Result: You look smarter!

• Rehearse and Role Play the information you have learned. In order to recall information, you need to encode what you are studying into long-term memory. One of the most effective encoding techniques is known as elaborative rehearsal. So if you want to be great at prospecting for ECG sales leads, you need to rehearse what will happen on game day.

“Fit” Brain- An out of shape body often means an out of shape brain.

• Exercise increases oxygen to the brain. More oxygen, more memory. Exercise also can reduce stress. Stress affects short-term memory by producing an enzyme called protein kinase C. This enzyme impairs the short-term memory and other functions in the prefrontal cortex, the executive-decision part of the brain.

So this month, give your brain a well-needed workout by trying some of the techniques mentioned above. While I can’t promise that you will show up on Regis and Kelly, I CAN promise you will remember more names, numbers, product information and more. And by doing so, you will save a ton of time, gain more confidence and avoid calling your customer Randy when her name is Sandy. Now don’t you forget it!

To listen to Brian interview the Guinness Memory World Record Holder, David Farrow on his weekly radio show, go towww.preciseselling.com/podcast You don’t want to miss this!
To learn how to become a top medical industry performer, go towww.preciseselling.com