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A group I’m a member was having a meeting the other week. A member of the group shared that he’d read one of the books we have at Sandler, You Can’t Teach a Kid to Ride a Bike at a Seminar. He then shared what single piece of advice helped him close a six figure deal. 

One of the people that’s a member was complaining that he’s getting tons of traffic to his website, tons of interest, plenty of people that want to meet with him, but he’s not closing any business.

One of the other people at the table said, “Why don’t you tell me what you’re doing?”

The first guy said, “We get in the meeting, and I tell them all about myself and how I can do this and do that--”

Now, I was listening intently, but wasn’t prepared for what happened next. He cut him off, “Can I give you a suggestion?”

“Yeah.”

“Shut up, and read the book, You Can’t Teach a Kid to Ride a Bike at a Seminar.”

I was dumb-founded. I didn’t even know this individual had read any of our material!

In fact, it turned out that not only had he read the book, but as a direct result had closed a six-figure consulting deal! And all by just reading the book a couple times.

He explained, “People used to call me all the time and ask how I could help me. I would dive in and tell them all the reasons I could help them.”

“When I read that book the first time, I relived a conversation I had where someone asked how I could help. I started going into all these different ways I could help him get more clients. He was disappointed. When I asked why, he said he had too many clients, and hoped I could help him sort through which he should keep and which ones he couldn’t.”

One of the things David Sandler’s book talks about is how to shut up and listen.

One of the things people say they like least about salespeople is that they talk too much. And it’s true. I’ve discovered that if you talk less, you’ll sell more, and that’s a rule you can take to the bank.

Of course, David Sandler was right. The person in my group proved it by closing his six-figure deal.

If you haven’t read the book yet, or if it’s been a while, you might want to revisit the book. It’s a powerful, powerful book.

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