Don Hutson’s Interview on Local Memphis Live


Interviewed by: Lauren Raymer


See the full interivew here:

Lauren: Tell us a little bit about your new book.

Don: Well, it is based on the premise that everybody sells; every time we open our mouths we want to be convincing, credible, and articulate.

Lauren: What do you think people are going to take most away from reading your book?

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 If we are going to separate ourselves from the competition in the eyes of our clients, we cannot be just another “me too” salesperson. We need to have a better sales approach.

I’d like to take you through the U.S. Learning model we refer to as “The 5 Stages in The Evolution of Selling.” The key today is to develop a “selling style” that customers are comfortable with, or we will be unable to build trust. We need to sell them in a way that increases the probability that they will get engaged with us, talk openly about their issues, opinions, and preferences. If we can get them talking and feeling comfortable with us, we have a great shot at getting an order and establishing a long term relationship.

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I heard a business strategist say recently that “Hope is not a strategy”.  I also remember that the Bible tells us that “When there is no vision, the people perish”.  I happen to think that there is, indeed, power in anticipating great things.  

Thoreau defined motivation as “The pull of anticipation and the push of discipline”, which is the best I’ve ever heard on the topic.  So what does anticipation mean to you?   Can you share an example in your life when your anticipated something, acted on the expectation that it would happen, and enjoyed the fruits of your positive outlook?

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        Momentum can be a powerful thing… when it is on your side!  If it’s working against you, it can be a disaster.  I love to capitalize on “positive momentum” that makes things get better over time.  It’s the “negative momentum” we must beware of.

An example of positive momentum is when I was in my twenties I had trouble saving money and a mentor of mine suggested that I set up an automatic deduct of $100 per month from my checking account to my savings account.  He said “You probably won’t miss the money and you don’t have to decide each month whether you are going to save or not.  Set it up and it will happen automatically”.  His suggestion was simple yet profound.
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  • “Your price is too high.”
  • “Is that your best price?”
  • “What kind of deal can you give me if I buy from you instead of XYZ Company?”

These are among the most dreaded words a person in sales can hear. A typical response from an average salesperson may be: “Is there anything else that may convince you to buy this product?” Other sales professionals might respond with a “planned” script or dialogue, but more often, most stammer, offering a weak response. In either case, without a value proposition, more than often they may lose the sale all together or if the sale is made, at the expense of their profit margin.
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One of the most glaring reasons people fail in the sales profession is their inability to handle rejection. They take it personally, become demoralized, and their “head game” is trashed and out of sorts. So psychologically dealing with the unpleasantness of rejection becomes very important in one’s framework of thinking. Nobody sells everybody. Not even the best of the best.

Nobody is that good. But may I also suggest that there is no salesperson who can miss everybody either. Nobody is that bad, especially when you have a great, high-value product. Somebody could fumble all over themselves and still sell a great product from time to time. You know the blind hog line, right? Even he can find an acorn once in a while.
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