Top Dog Sales Secrets: Your Job is to Help People… Plain and Simple

Posted on by in Reading Between the Lines

“Everybody loves to buy.”

Top Dog Sales Secrets by Michael Dalton Johnson, page 136

You finally bit the bullet and started your dream job. You are now an entrepreneur selling travel, and life doesn’t get any better than that. Or does it?

After you seek help and support from all your relatives and neighbors, you find that nobody seems to care about you or your new venture.  You find that some people act as if they are going to work with you, only to find out they went ahead and booked their trip themselves on the Internet. Upon entering the market, it appears that you failed to give proper consideration to the competitive nature of this business.

Click on the book to grab your own copy of "Top Dog Sales Secrets"

Click on the book to grab your own copy of “Top Dog Sales Secrets”

After the initial thrust, the lack of activity and the silence becomes deafening. Your phone is not ringing. The only emails you are receiving originate from weight lost supplement companies. Your initial attempts at networking at BNI and local Chamber events create nothing but mild depression and a great deal of awkwardness. The thought of cold calling and overcoming objections leaves you with a dry mouth and thoughts of cutting your losses before closing your shop for good. Thoughts of quitting become daily considerations.

Then it hits you: If you are going to make this business work, you will have to make it work on your terms. Your future is entirely up to you. If others can make it in this business, why can’t you?

If you are looking for me to outline my magic formula for your success in this single article, I am afraid you came to the wrong place. I can remind you, however, of a way you can rejuvenate your “mojo” and put the bounce back into your step.

As simple as it may sound, it all begins in your head. I have often reminded you that your mind quits long before it is time to throw in the towel.

Here is a three-step mind shift that will help your cause almost immediately:

1) Realize that all you are trying to do is to help people make better travel related decisions. You are not in business to hurt, manipulate, fleece, or fool people. This is key. You are in business to help.

2) You cannot talk people into buying anything. They will purchase a vacation if and when they are ready. You can forget about up-selling, handling objections, and closing sales from this minute forward.

3) Your job is to establish relationships with people you like. This will take time. You can’t force the process. A genuine interest in the well-being of others is a good start.

Once you come to grips with this three-step philosophy, (while remembering that people do not like to be sold to), you will begin appreciating what a wonderful career choice you have selected.

That being said, and hopefully understood, it is time for you do something that will result in having more of the right people getting to know you, like you, and trust you.

That is quite a mouthful and is better left to another article. For now, your assignment is to get up, get out

…and make more people glad they know you.


Mike presents a business-building webinar on the third Thursday of every month sponsored by AmaWaterways. To receive monthly invitations send Mike an email with the words “business training” in the Subject Box. You will also receive a link to the recorded version.

For information on Mike’s Fourth Annual Training Cruise, email Mike at mike@mikemarchev.com with the word “cruise” in the subject box.

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