After 30 plus years of training sales people and sales managers, we have hundreds of testimonials that have been sent to us, please find below just a small handful of them.
Inspiring Stories
Below are some of the inspiring success stories from Top Gun Clients who have used the Top Gun Sales Training System.
Hello Wayne,
I see you still have my testimonial in your Testimonial file. As you can see I have progressed yet again. I am now General Manager of a manufacturing and direct sales organization. I have made progression from a Sales Rep to a Business Development Manager, to National Sales Manager and now to General Manager, all in less than 8 years. This was all made possible, again by your training and my unshakable belief in my ability to influence outcomes and PMA. OH Yes and have increased my income by 175%.
Thanks mate I will have a magnificent weekend.
Regards,
Paul Smart
General Manager
Minehan Agencies
Mobile: 0429 898 566
Phone: (07) 4774 4626
Email: paul@minehanagencies.com.au
Hello Wayne,
I just wanted to let you know that I have retired as of June 1, 2005.
Yes. That time has finally arrived when I hang up my spurs. I spent 33 years in a career that allowed me to do what I wanted, when I wanted to do it and which provided the income level I required so that we did not want for anything.
I have to tell you that Top Gun was probably worth to me more than $2,000,000 in earnings which I can attribute directly to it and the information and skills that you imparted in this excellent course.
However, I am happy to make it quite clear that I had some very good assistance and guidance.
Earl Nightingale’s tapes set my mind straight when I began in 1972-73; Other excellent motivational and learning tapes and books such as Napoleon Hill’s Think and Grown Rich and the deeper Psychocybernetics, plus the quality speakers you brought from the United States, such as James Rohn and a host of others, ALL combined to help keep me focussed. These were my primary and secondary teachers.
But it was Top Gun that was my university course.
You brought together everything that any sales person ever needs to know to be successful, in one great course. Your presentation skills are professional yet friendly, simple yet detailed, colourful yet black and white in their important skills and sales messages.
You also introduced me to Neuro-linguistic Programming which is a higher level of learning again — the Masters degree.
I often sing your praises in the marketplace, so I certainly have no objection to you using my comments as a reference which you so richly deserve.
Best wishes for the future.
Regards,
Michael Giuliano
30 Outlook Drive, Nunawading 3131
Ph. (03) 9894-1900
Hello Wayne,
Top Gun has been a very valuable exercise for me in the past year. I have had a few unique and unforeseen challenges this year and a great deal of the messages received during the Sales Boot Camp and the subsequent Sales Mentor sessions has served me very well as I deal with all facets of life.
For sure, Top Gun focuses primarily on sales but it contains enormous value in the acquisition of useful life skills. I was perhaps fortunate that the first session I undertook was Time Management. The wheel of life exercise has been something of continual focus for me and whilst still perhaps a little wobbly, my wheel is at least now capable of turning !
I wish I’d had the foresight to do a program like Top Gun 20 years ago but am very thankful that unlike the vast majorty of sales people I know, have been presented with the opportunity to complete it.
Peter Higgins,
Engineering Solutions Manager, LEAP Australia. 0409 919 264
Hello Wayne,
At a conference in Brisbane in early 2007 I informed you that using you Sales and negotiation CD libraries I had changed jobs and increased my salary and effectiveness by 60%. You kindly gave me a mention in your presentation.
I am pleased to inform you that now I have recently taken on a position with a fantastic Australian owned company called Lanotec as National Sales Manager. In doing so I have reached my goal I set for myself when i purchased your CD set, of 100% growth in both my financial status as well as my effectiveness in my role.
I now preach your gospel to my sales team around Australia.
Once again I can’t thank you enough for the inspiration and techniques you bless us all with.
Regards
Paul Smart
National Sales Manager
Lanotec Australia Pty Ltd
Phone: 07 3373 3700
Fax: 07 3373 3777
Mobile: 0411 639 994
I saved $9,800 using your TOP GUN negotiating strategies
hello Wayne, just wanted to let you know the final outcome of that negotiation I was telling you about. I finally achieved a saving of $9,800 on landscaping work at my home with no material difference in the agreed final design from the initial one quoted. The total face time with the contractor was around 3 hours over 3 months and this resulted in this $9,800 saving.
Thanks!
Joe Atkinson
Business Diagnostic Solutions
02 9420 3788 0409 981 777
Hello Wayne
Just a quick note to say “Thank you” for the skills you taught me during my time on the boot camp. This past week has been massive with prospecting and the follow up meeting have been going extremely well. I am now looking at sales in a whole new light and learning the art of matching my personality to my prospect.
Regards,
Adam Beavis
Business Development Executive
Ph: 0429 834801
Good morning Wayne
I just wanted to take this opportunity to thank you for an absolutely amazing workshop that you conducted last night. I have been to a few other sales ‘seminars’ before and have done some teleconferencing with American based sales psychologists, however what I got out of last night’s seminar has completely changed my perspective on many facets of sales.
I spoke to Wendy last night and am looking at joining your TOP GUN Sales Mentor group, as I know that is what I am looking for.
Kind regards,
Reno Verikakis
Corporate Sales Executive, TS Travel Corporate
Ph: 03 9762 8000
Email: reno@tstravel.com.au
“I have just achieved a new individual sales record for our company for one calendar month – $99, 229!”
That’s right, $94229 for this calendar month and I have even had a weekend off!!. Today I will break through the 6 figures personally as I have already secured orders for more than $10,000 more, so I’ll finish this month with a person sales record of $110,450. Lifestyle also had its biggest week this week ever in 9 years. Dad (our CEO) is usually happy if I do $55,000!!!! I can credit you for your teachings as being the major thing that has helped the success of this furniture business.
Thanks Wayne.
Regards,
Mark Mortelliti
Sales Manager – Lifestyle Furniture, Nunawading
Ph: 03 9894 2446
“Wow What a Top Gun Day”
I was expecting to see a great performance as you have always been a frontline Trainer, Speaker and Professional since meeting you in the mid 90’s.
I did not expect the heavy content and personal examples that are so natural to your style.
You deliver so much more than people expect and that is why more people should be at your programs …. They will walk away with long term lasting value -
Well done mate!
Rob Salisbury Managing Director – Strategic Resources International, Brighton Le Sands
Ph: 02 9867 3677
Good morning WAYNE…
Firstly, many, many thanks for the ideas and re-enforcement that I received from the Sales Boot Camp last week. To You, Red and Danielle I just want to say that it was G R E A T ! ! ! No, it was F-B-T… FAN – BLOODY – TASTIC!!! I must admit that I was a little apprehensive when Barry and Christine suggested that I go – but I’m glad that I decided that I would wait and see what would come of the experience.
And to say the least, it was better than I thought it would be! In fact it was just the kick in the arse I needed! (Pardon my French).
Secondly, since the day when we covered negotiating, I have tried a few things out and I’ve saved hundreds of dollars so far on every day situations.
So thanks for steering me back towards the straight and narrow path.
Patrick Muldoon
Graphics Unlimited
Ph: 0421 044 544
“We’ve consistently surpassed our targets each quarter”
Wayne, when we first launched the Hitwise online competitive intelligence service supported by a sales team, initally, senior managers were responsible for sales, and overall, we attained positive results.
However, when it came time for building out our sales forces, it became apparent that while we – the managers could sell, our overall teams didn’t have the skills required to do the job. Equally important, we didn’t have the necessary skills to educate, motivate and get our teams to the performance levels on which they should be operating.
While it stretched our budgets (as we had no money set aside for training), we invested in training our sales team (the Top Gun Sales Program), as well as our managers (Top Gun Sales Manager Bootcamp) and we’ve been thrilled with the results. Not only do our staff and management now all have a common language currency to describe what we need to do to reach out budgets, but we now have the skills and systems in place to ensure we execute on what we’ve learned. Everyone in the Hitwise Sales and Marketing division are now 100% responsible for their actions and performance, and as a result of this influence, we’ve consistently surpassed our targets each quarter.
I would recommend these courses to any sales force – for new companies, it’s a mind-opener, and for established sales forces, it’s a great refresher.
Tessa Court,
Sales Manager. Hitwise, Melbourne
Ph: 0417 880 093
“Things that have changed the direction of my life.”
Mr Berry, I have read your book ,”How To Make The Best Sale Every Time” and found it totally ejoyable and inspirational. The book is so popular that every member of my Sales Team has now read it and gained a lot of value from the experience.
It offers so much more than pratical sales tips, it contains things that have changed the direction of my life. You touch on goal setting, and what it takes to be successful. This book has helped me begin on a path of self – education, gaining more balance in my life and to me setting to acheiving and realising the value of goal setting.
The things you have written about in this book are what successful people today do in their day to day lives.
Your positive sales words are excellent (my sales people love using them) and your section(s) on “Achieving Extraodinary Results” are awesome to say the least.
I will be attending your Top Gun Managers Boot Camp soon. You really know your stuff and I wish people could know the extraordianary value of the courses and written material you produce.
Thank you.
Tim Breen.
“This is called taking responsibility”.
Wayne, I am very glad that I didn’t listen to all of the people in my life that told me that I didn’t need to come along to your Top Gun Workshop tonight.
I got great value and have already start to put into practice what was discussed tonight.
Even after doing both your Top Gun Sales and Sales Managers Bootcamp programs. Listening, taking notes and most of all kidding myself to believe that I had taken on and put into action most things that I had learnt.
All I was doing was living up to my wife’s nickname for me. Which is “Gunna”. Rob’s Gunna do this and Gunna do that.
Frankly I am sick of being a “Gunna” I asked myself how much more successful could I be if I stopped being a Gunna and started doing. I find myself sitting at my desk have started working on my goals which was very easy because I knew what they were but it was time to stop kidding myself that I don’t need to write them down.
I believe that this is called taking “responsibility”.
Wayne thank you again for have the resolve and belief that some people have to go through “multiple learning experiences” before they learn anything. Thank you for helping a well on the way victim take responsibility.
Kindest Regards,
Robert Tinning.
Ph: 0438 010 315
“Wayne Berry’s Sales Management CDs are great!”
I’ve been listening and implementing the ideas from Wayne Berry’s Sales Management CD’s and it is great. Thanks so much Top Gun. Being 29 years old and the owner and manager of a real estate company here in Florida, Wayne’s insight is extremely helpful.
Shannon Gadbois
Punta Gorda, Florida USA
“Sales are closing in less time at higher margins”
Panaseer, a division of Jtec Pty Ltd recently engaged Wayne Berry and his team for a tailored sales conference and Sales Managers Bootcamp program.. The purpose of the training was to re-skill the sales force and sales managers to improve the overall performance of the sales teams and increase the revenue and profits of the company.
At that time Panaseer was faced with issues of low sales performance nationally significant staff turn over and underperformance in some branches. Panaseer previously engaged other “sales training” companies to address these issues which resulted in minimal positive results.
I am please to report there have been many examples of improved results by implementing information contained within the Top Gun programs. Some of these results include:
A marginal branch achieving revenue in quarter one of this year equivalent to the whole of the pervious year.
Cold Calling appointment ratios increasing from 1 in 12 (8%) to 1 in 2 (50%) which has resulted in new sales.
Sales are closing in less time at higher margins.
Consequently the sales force is making more commission in less time which has significantly improved the attitude and culture of the company. The management team have less stress and hassle associated with an under preforming sales team and look good in front of the stakeholders due the improvement of performance.
I would like to strongly convey Panaseer¹s highest recommendation towards Wayne Berry and his team for his proven sales and negotiating methodologies. Panaseer is committed to the continuing development of its sales team. The Top Gun courses are a pivotal component of this.
Noel Robertson
Chief Executive Officer, Panaseer a division of Jtec Pty
“Your method of presenting is very unique”
Wayne, thank you once again for the last four days.I did not get a chance to really convey to you how much the information you presented has already helped me, not only with skills, but with a major change in my mental attitude towards selling and in other areas of my life.
Your Top Gun Sales Bootcamp has been the first course I have ever attended, where over 4 days I only lost concentration on what was being said once. The techniques you used in presenting I could only wish I had at my disposal when I was professionally training. Your method of presenting is very unique.
One technique I am aware of is the 1 day, 1 week, 1 month etc revision of materials for maximum retention. So I am doing my 1 day revision right now, and committing to use the techniques I have learnt on a daily basis.
I am up to handouts # 2-3 on Obtaining and Using Referrals. I appreciate your active referral system you use when presenting. I have noticed you refer some, or all your participants to everyone else during the course of your presentation. I am sure some people are not aware you do this.
Please be assured that when I am speaking to people (or emailing) I will be more than happy to refer them to Top Gun Business Academy for their sales & negotiation training needs.
Thanks Again,
Steve Psaradellis
Sales Manager – Technical Manager, Kiss IT (Keep It Simple Systems Information Technology)
Melbourne, VIC
Ph: 0408 842 818
Your e-mail tips are fantastic!
I’ve finally finished reading your book “How to Make The Best Sale Every Time”. What a great read as well!
I just spoke to one of your raving fans (whose mobile number you mentioned in your last Top Gun Tip email newsletter), and am very interested in doing the “Sales Mastery” course he attended recently. I live in Perth, so I’m not sure how often (if at all) the course runs here. Could you let me know if a course is planned for Perth this year some time?
By the way, I have to say it… you are perhaps the most down-to-earth person in your field!
I’ve read so many books now, and almost all of their authors constantly go on about how great they are, how much money they’re making, how much their share portfolio is making etc. You on the other hand are full of praise of others, and don’t just focus on the financial side of things! It’s an inspiration, and guess whose books I now recommend to everyone… 
Just how do you manage to answer so many e-mails though???!!!
Have a fantastic day!
Kenneth Hart
eye4you, Pickering Brook WA 6076
Ph: 08 9293 7165
“I’ve moved into the top 20% of sales people within my company”
I have been in sales for the past 7 years within the telecommunication and information technology industry groups with fairly average performance. Earlier this year I attended one of Wayne Berry’s TOP GUN Sales Mastery Workshops on cold calling. I was never any good at cold calling so I decided to brush up on my skills and attend the workshop. I was impressed with the way the information was presented and the quality of the material, so I decided with my investment of $180 I would make it worth while and put these ideas into practice the next day.
The following day I sat down with sweaty palms and picked up the receiver and started to make the 10 cold calls. I was absolutely “gob-smacked” to actually discover these tools really worked. I had made 3 calls and secured 3 appointments! The end result was an overly excited salesman bouncing off the ceiling (figuratively speaking) with 6 appointments from a total of 10 cold calls, not a bad change in ratio going from 1 in 14 (7%) to 6 in 10 (60%)!
Well that was 10 months ago. From one of those original phone calls I ended up securing a contract for the company worth $306,000. The personal return on my original investment in doing that Wayne Berry program was 3,888%!
Armed with these statistics, I now know each cold call is worth $412 to me regardless of whether I get the appointment or not! I often ask myself if I have the time to make another $4,100 this afternoon or shall I go home early?
What this has meant to me personally is that I am now working smarter instead of harder which has given me more time to do what I want to do. I have also been able to make more sales in less time which means more commission for me along with a better attitude and outlook on life.
Since then I have attended Wayne Berry’s TOP GUN Sales Bootcamp and invested heavily in Wayne¹s audio learning programs with noticeable improvements in my sales and general life success. For the first time I have now moved into the top 20% of sales people within my company and am looking forward to exceeding my annual target this year.
Feel free to contact me if you have any questions regarding my comments here on 0405 100 840.
Bradley Moore
Business Development Manager, Panaseer a division of Jtec Pty
I’ve increased revenues in my Real Estate business at Brighton by more than 300% during these last 12 month.
As you know I’ve attended both your Top Gun Sales Manager Bootcamp and your Top Gun Master Negotiator Bootcamp during the last 12 months. Well, the skills I have obtained through these two programs have directly contributed to me being able to increase revenues in my Real Estate business at Brighton by more than 300% during these last 12 months.
The programs are also a great opportunity to network and create valuable business and personal contacts. One contact alone through one course brought us an $85,000 fee.
I’ll be encouraging more of my staff to do Top Gun programs next year. Please feel free to have anyone contact me if they are considering doing one of your Top Gun programs and have any questions. I’ll tell them not to hesitate. Doing your program will probably be one of the best business decisions they ever make.
Sincerely,
Mark Rogers
Director, tbm.com Real Estate. St Kilda. VIC
Ph: 03 9526 2198
“The information you have provided me on negotiation skills have already saved me thousands of dollars – just within a few short months”.
Hello Wayne, Red, Danielle, & Jane, thanks for 4 stimulating, fascinating and intensive days.
Your education will greatly contribute to my sales and life success.
Your books are great too, and the information you have provided me on negotiation skills have already saved me thousands of dollars – just within a few short months.
To your health & success,
Mario Pallotta.
Sales Executive. Nava Homes, VIC Australia.
Ph: 0413 318 780
“Wayne your sales techniques really work!”
Wayne I just had to tell you this. I have just secured a second order worth $100,080.00 excluding gst. The gross profit from this one order alone has repaid my company’s investment in sales training with you many times over. My commission by the way was $4,000!!!
In the last two months my sales to this client has totalled $174,760 (in two months!) Very profitable for my company and worth more than $7,000 to me. Thanks Wayne your sales techniques really work!
Many thanks!
Chris Moore
Panaseer, A division of Jtec Pty. Ltd. Level 6, 4 Riverside Quay Southbank VIC 3006.
Ph: (03) 9263 6230
Fax: (03) 9263 6215
“Thanks for a great book!”
Hi there Wayne,
I have just finished reading your book ‘How to make the Best Sale Every Time’ and just thought I would drop you a quick line to let you know how informative and inspiring I found the book and how much I’m looking forward to reading more of your books.
Keep up the great work!
Regards,
Gus Gilkeson
Account Manager, Mortgageport. Sydney NSW
Ph: 0413 888 426
“Thanks for the insight that got me started”
Dear Wayne,
About two years ago now I attended one of your “TOP GUN Sales Bootcamps”. Last Wednesday I attended the Tom Hopkins / Brian Tracy seminar at The Palais in St Kilda and heard Brian Tracy mention your name from the stage. This has prompted me to contact you now.
If you recall I had just returned from California with my two children when I did your Bootcamp and was embarking on a career in Real Estate. Barry Shephard from Becton had referred me to you. Since this time with you, I have completed the studies necessary for my full real estate licence at Swinburne and straight after took a position with Pro-Active Mt. Eliza. In March of this year I commenced in fulltime sales.
I wanted to send my regards and say thank you for your insight when I was just getting started.
Sincerely,
Lou Howard
Officer in Effective Control. Licensed Estate Agent. Pro-Active Mt. Eliza.
Ph: 0425 727 760
Sales Managers Bootcamp was excellent!
Hi Wayne,
I just wanted to say , thanks for this week , I thought the Top Gun Sales Managers Bootcamp was excellent.
I am really looking forward to doing the next part as well as other programs with you. I’m looking forward to doing the 4 day Top Gun Sales Bootcamp next in November.
We have already starting discussing some changes here, since I have come back to work and the great news is that the directors are really excited with some of the new suggestions.
I look forward to our next meeting and thanks again.
Nina Hanna
Sales Manager. Endless Spirit Clothing. Collingwood. VIC
Ph: 0411 500 764
Motivated me to be a GREAT Sales Manager
Dear Wayne,
Just a quick note to say thank you for sharing your experience with everyone during the course over the last few days. I very much enjoyed the interaction with yourself and the other participants. The course has taken me in new directions that I would never have known about before and as I said yesterday it has motivated me not only to be a good Sales Manager but a GREAT Sales Manager.
Thanks again,
Allan McFarlane
Business Development Manager. Clear Security Group
Ph: 9830 5100
“I save $6,000 using your ideas”
Hi Wayne,
I have just saved $6,000 buying computer equipment using a negotiating approach inspired directly by your TOP GUN Master Negotiator Bootcamp and your “Best Deal” book.
I’ve also just made a sale where I used your ‘expanding pie’ approach to negotiating price, and we got the sale.
Just thought you might like to see your ideas being put into practice and with more practice, I’m sure I’ll get better.
Thanks for the great advice Wayne.
Mark Ryan
Director. Cameron’s Ivanhoe. VIC
Ph: 9499 7444
Thanks from my 11 sales people for your Sales Bootcamp
Just a short note Wayne to thank you very much for the weekend . The 11 guys have comeback from your 4 day Top Gun Sales Bootcamp with a better outlook and I am now implementing a roup of strategies myself that I have taken from you and I believe we will benefit enormously.
Nicola Nardo
General Manager. Nava Homes. Williamstown. VIC
“A hugh injection of POSITIVE ATTITUDE”
Wayne, just a quick thank you for the 4 day sales bootcamp that I attended. I guess we can all become a little slack in the way we present to our customers both in sales call and the preparation required. You have given me a number of new ‘tools’ to work with, along with a huge injection of POSITIVE ATTITUDE. I look forward to future workshops and breakfasts.
Yours Sincerely,
Lance Chubb
Sales Manager. NGT Direct Marketing. Braeside. Vic. 3195
Ph: 03 9580 9994.
“A Terrific Learning Experience”
Hello Wayne and the Top Gun Team,
I arrived home in Perth last night after what I would describe as a terrific learning experience. Your Top Gun Sales Bootcamp in Melbourne certainly got me thinking and identified the areas I can improve in. Thank you Wayne, Danielle and Red. It is up to me now to Practice, Practice, Practice.
Craig Dewar
(5 months later)
“Our income will be higher now than the past couple of years”
We are half way through ram selling and I must say the Top Gun Bootcamp has helped me a lot. I have used a different approach to people and possibly more so, it has given me my confidence back. I was feeling a little flat over the past 12 – 24 months. Our gross income will be higher than the past couple of years in what is turning out to be a very difficult season.
So I thank you and look forward to working with Top Gun again in the future.
Regards,
Craig Dewar
Woodyarrup Pty Ltd. Perth. WA
Ph: 0429 100 239.
“In the first year after the course, our sales increased by more than $2 million. It’s been 3 years now and as we continue to use the TOP GUN skills and revisit the training we’ve seen our sales increase from $2.1 million to more than $10 million thanks to TOP GUN.”
Brian Power
Director – Realtek Pty Ltd
Ph: 61-3-9457 6377
“A very professional, interactive training session using training technology that really works. Feedback from participants show they learnt and had an enjoyable and motivational experience.”
David Kaylor
Training and Development Manager – BMW Australia Ltd
Ph: 61-3-9560 9169
“Your Sales Academy Course taught skills that which have proven to be highly effective and very profitable. Congratulations on your commitment to excellence and delivering true value.”
Richard Houwing
Optus Communications Pty Ltd
Ph: 61-2-9737 5508
“Thank you for your wonderful presentation last week. Everyone thoroughly enjoyed the morning.”
Graeme Orr
CEO – The Australian Sales Institute Inc.
Ph: 61-3-9723 7916
“We received overwhelmingly positive response and comments on the contents of your material and your delivery from Financial Planners who attended your Strategies For Success Seminars all over Australia.”
Christine Greiser
Marketing Services Manager – The Colonial Mutual Life Assurance Society Limited
Ph: 61-3-9607 6111
“As a veteran of 21 years in sales, I thought… ‘What could you possibly teach me?’. But I was wrong! It was the action, the commitment, the education, the team work and discipline in a style that made it enjoyable. Keep up the good work.”
Ian Pope
Business Development Manager – Visy Board Pty Ltd
Ph: 61-3-9469 9209
“Fantastic! Brilliant concept, total involvement, personal satisfaction, value, team spirit. Best investment I’ve ever made. The word fantastic is not an adequate description.”
Geoffrey R May
Sales – Telstra Australia
Ph: 61-3-9272 6279
“Thanks for a fantastic seminar. The response has been overwhelming and truly exceeded our expectations by a huge amount.”
Bruce Cornwell
General Manager – Trethewey Granite and Marble New Zealand
Ph: 64-9-827 3017
“We were delighted with the results of the recent Sales Management Training program conducted by TOP GUN. Our group of Sales Engineers and Managers included overseas visitors from Thailand and Malaysia were energised and captivated by your dynamic presentation and enthused by the course content. Your professional approach and preparation made the whole experience valuable and it was evident that you do “walk your talk”.
Greg Hoare
EDP/QA Manager – York International Australia Pty Ltd
Ph: 61-3-9566 4900
This is only a very small sample of the many testimonials we have on file.
“I have just achieved a new individual sales record for our company for one calendar month – $99, 229!”
That’s right, $99,229 for this calendar month and I have even had a weekend off!!. Today I will break through the 6 figures personally as I have already secured orders for more than $10,000 more, so I’ll finish this month with a person sales record of $110,450. Lifestyle also had its biggest week this week ever in 9 years. Dad (our CEO) is usually happy if I do $55,000!!!! I can credit you for your teachings as being the major thing that has helped the success of this furniture business.
Thanks Wayne.
Regards,
Mark Mortelliti
Sales Manager – Lifestyle Furniture, Nunawading
Ph 03 9894 2446
“It took 1168 days exactly to get the contract back here where it belongs!”
Howdy Wayne, let me know if anything in the story below reminds you of some of the principles you’ve taught myself and the team here at Nicholson Media Group over the years.
Nicholson Media Group was successful this year in winning back the valuable contract to produce the Australian Open Program. This was a coup, as a small publishing company like ours with 15 fulltime employees rarely triumphs over the power of Murdoch’s News Ltd. However, we are very good at what we do. We understand the product and client like no-one else, and our overall marketing strategy was clearly superior. We also began our plan to get the contract back the very next day after we lost it. In fact it took 1168 days exactly to get the contract back here where it belongs, at the next Tender opportunity.
When we lost the contract and the whole team thought it would be the end of our business, I came into the office very early and put a sign on everyone’s desk that said DAY ONE. We then had a meeting where we talked about our disappointment and the fact that we were surrounded by a multitude of other opportunities, which we now had time to look at, but that our campaign to win that contract back had already begun……….and it had.
(Our relentless determination and passion for the event and for our quality publications later led the CEO of the Australian Open, Paul McNamee, to say to me that “….Ultimately you were just unstoppable!”)
What I thought might be of interest is not just the above, but the fact that News Ltd had put quarter page ads in the Official Program in the three years they had the contract. This was to attract advertisers with smaller budgets. One of our first moves was to stop these smaller ads, going back to a half page size being the smallest and cheapest option. We also stated to advertisers that due to the prestigious corporate nature of the publication, that artwork for advertising would be rejected if not of the highest standard in design and appropriately prestigious in its presentation of the product. Our sales team talked a great deal about the style of the advertising, and stressed how important it was to the publication’s success that advertising clients were a showcase of Australia’s top companies. We pointed out that we had produced the publication three years earlier it had won the prestigious Bell Publishing Award for being the Best Annual publication in Australia, and that we were determined to win that award again in 2003, even if we had to risk offending some advertising clients by asking them to re-submit new creative material. We did in fact, have to ask a couple of advertisers to redesign their material.
The final results showed that we increased total advertising revenue over previous years’ results and exceeded our ambitious revenue targets. Without the quarter page option, advertisers tended to upsize rather than drop off and new advertisers were satisfied with the sizing options. In fact, we’d done such a good job in talking up the artistic impact of the advertising, we actually sold more full pages than we expected, with many half page advertisers up-sizing and creating clever new tennis-themed artwork. It was a great result and very satisfying for the entire team. I’ll let you know if we win the Bell Award next year!
Warmest regards,
Michelle Michie
Managing Director
Nicholson Media Group
South Yarra, Victoria
“Don’t let disappointment from a lost sale lose you the next sale.”
Wayne, sales people sometimes forget that you have to accept defeat gracefully and if you do, this can lead to a lot of business from the same customer later on.
Years ago I was selling a large piece of equipment to IBM, it was perfect for their plant in Wangaratta and I had a really good rapport with the guy buying it. I couldn’t believe it when he told me he was going to buy a cheaper device from someone else. I had covered everything with him, even quoting the IBM chant back to him that “they aren’t the cheapest, but they6 are the best” etc etc. Unfortunately he was unmoved so I just had to say “Well you gave me a good hearing, that’s all I can ask for. I respect your decision and hope we can do business in the future”.
Six weeks later he rang me. He said the delivery promises from the other company were being broken and that he was cancelling. He now wanted to order from me. Naturally our delivery was ahead of the promised date and we continued to sell them many units thereafter without any price issues ever being raised again. The moral is, don’t let the dissappointment of a lost sale cause you to behave in a hard-done by fashion in front of the customer. Be humble and you just may get many orders from that same customer on the rebound from poor service (as long as you keep your promises!)
Best Regards,
Frank Schrever
Managing Director, Pilz Australia “World Leaders in Safe Automation”.
Ph 03 9544 6300
“Persistence yields a standing monthly order for years.”
Wayne, I have been in sales, sales training, and a director of a multinational company and have been reading your Top Gun Tips reports for several years with interest.
A few years ago having tried to become a major supplier for my wife’s glass giftware manufacturing business to a majorv department store. I nearly gave up having tried for two months to get an appointment with the DM (decision maker) – the general manager who came from their Osaka store.
I had done a complete complementary product range feasibility study at the store in my own time and had interviewed the financial controller, the GM’s assistants and associated giftware department staff. Everyone was impressed – I only required the blessing from the GM to launch this new range into the store. After weeks of being unable to secure an appointment, I found out his home address in North Balwyn, Melbourne. On one Sunday evening after tea, I took with my daughter who was seven at the time (to soften my approach) and rung his front door bell. My body language was “unintimidating” for example, I stood sideways as opposed to front on. To cut a long story short, I briefly introduced myself (but he already knew who I was from my accent and many voice mail messages he had received previously). He invited us in and after a friendly saki I said I did not intend to engage his personal time but came with the intent of securing an appointment with him, being the DM. He suggested I talk to Sharon his product selection officer and I proceeded to tell him she had already seen the range and said I needed the GM’s approval for a range listing. He said how about 10am Tuesday.
I arrived 45 minutes before and set up and brought too table cloths props etc. When the receptionist called him for the 10am appointment I presented him with a powerpoint depicting where the product range would fill the gap he/they had in their range and comparing it to the current products in that area and gave him a hard copy on a spreadsheet. His mouth was agape – he was truely impressed with the thoroughness and detail I had gone to and caled in his assistants, all of whom said to him that they knew me and had spoken previously about the range.
Within minutes thereafter I had been given a supplier number and received an opening order of $45,000. Until this store closed in Melbourne and the Gold Coast closed in Australia, we received a monthly standing order by fax.
Furthermore, I became a good personal friend of the GM and was regularly invited to join him and two of his Japanese friends for a round of golf on Saturday.
Kind regards,
Paul Epstein
Warrandyte, VIC 3113.
Mob 0425 731 895
“Structure in a sales persons day is what is needed.”
Wayne, my name is Glen Sharp and I am the General Manager of Reef City Ford in Emerald Queensland. The dealership sell approx 45 cars per month which is New and Used. I have been with the Reef City Ford Group for 10 years and started as F & I. I have approx 28 staff in the branch and 4 sales staff 2 new and 2 used and a Sales Business Manager so this will give you a rough idea on the size of the business etc.
My success story is not so much a single story but an idea I had with sales staff when they are either starting or when the are going through a quiet or tuff patch as they all seem to do each year.
Though not good English, “quiet breeds quietness and busy breeds busy”. All my sales staff have to do the 10 + 10 + 10 rule each day of the 5 day working week, (give them a break Saturday). It takes 3 weeks to get started but once the 3 weeks are up and the momentum is going, they have to talk to 10 people each day either show room visitors or people on the phone who are looking to buy a car. If they do not talk to 10 people and say they have only spoken to 5, they have to either make 5 prospecting phone calls, or send 5 letters out to potential clients. Then they must follow up 10 people they have spoken to, either prospects or the people they sent the letters to, or old clients, but this must also equal 10. The third 10 is they must follow up 10 people who they gave quotes to in the past. 10 + 10 + 10..
This will not produce the best sales person in the world and it never has for me but what it has done is produced for me consistent performing sales people, month in month out and this has been successful now for 2 years. Structure in a sales persons day is what is needed.
The only other thing I do is that I give them quiet time once a month at the beginning of the month to pat themselves on the back for the result they had last month. Normally I tell them they can have the first day of the month to tell themselves what a great result they had in the previous month, instead of the first week as I notice some sales people like to.
Have a great day and I appreciate your regular emails
Glen Sharp
General Manager, Reef City Ford, Emerald QLD. 0418 799 169.
B/H 0749 879999
“It’s not a sale until the money is in the bank!”
I operate newspapers and produce TV programs across Australia, all of which include paid-advertising. It was that first word – ‘paid’ – that was causing problems for myself. Just like every other media business, I had to wait an average 55 days to be paid by advertisers, who usually put the advertising and printed invoices at the bottom of the bottom drawer.
I created a sales solution to a collections problem. Instead of traditional invoices and a ’30 day’ mentality, it was time for a new thinking … by the clients and the seller!
I thought, at first, that the solution might be embarrassing to myself. No-one in media had done this before, but I held my breath and tried it anyway. In November 1999, I added the 17 most-important words at the end of EVERY sale:
“Now, how would you PREFER to pay for that: cheque or credit card? What suits you better?”
If a client answers “cheque”, the reply is: “Your cheque is fine with us. We have couriers zipping around tomorrow, may they call and pick-up a cheque then?”
If the client answers “credit card”, the reply is: “OK. With your permission, we might process those details now, and I’ll give you a receipt number at the same time.”
If the client dodges and weaves, in most cases you were never going to get paid anyway. If an explanation is needed, it can be simply said “Our company has a very strict policy. Because I’ve discounted it from $ X to $ Y, they organise payment prior to publication.”
People are happy to trade a concession for a concession. Ensure a Tax Invoice and Confirmation Letter is faxed to the client immediately. Allow a factor of perhaps up to 10 per cent for late pick-ups … but in most cases you will have your money next day. That saves you collection time and resources – and extra time to sell even more.
But be sure to add a little unexpected extra for your client. This will ensure the sale the next time!
Ash Long
Editor of the Melbourne Observer newspaper, and producer of The Sydney Report/The Brisbane Report TV programs.
“Wayne how about this WIN from our Qld branch.”
This is an excellent example of where good (Top Gun) selling skills combined with determination and a good product can be a real winner.
One of our Sales Engineers in Brisbane has just picked up an order against a major competitor for a small screw compressor. Our guy took the approach of selling on the products features and benefits whilst our competitor took their typical approach of selling on price. We won the order for a 15kW compressor, model SOC15, at a price of $9,500. Our competitor offered their 18.5kW package for $8,100. Our sales Engineer offered to walk away if the client was going to buy on price. He held his ground and sold the package on its merits. We won and the client won.
Any monkey can sell on price. It takes skill to win an order for a smaller compressor at a 17% price premium.
If you want to talk to our guy in Brisbane, give me a call.
Regards,
Mark Ferguson
National Sales Manager, Champion Compressors Ltd.
Ph (613) 9703 8014
Fax (613) 9703 8053
“I’ve moved into the top 20% of sales people within my company”
I have been in sales for the past 7 years within the telecommunication and information technology industry groups with fairly average performance. Earlier this year I attended one of Wayne Berry’s TOP GUN Sales Mastery Workshops on cold calling. I was never any good at cold calling so I decided to brush up on my skills and attend the workshop. I was impressed with the way the information was presented and the quality of the material, so I decided with my investment of $180 I would make it worth while and put these ideas into practice the next day.
The following day I sat down with sweaty palms and picked up the receiver and started to make the 10 cold calls. I was absolutely “gob-smacked” to actually discover these tools really worked. I had made 3 calls and secured 3 appointments! The end result was an overly excited salesman bouncing off the ceiling (figuratively speaking) with 6 appointments from a total of 10 cold calls, not a bad change in ratio going from 1 in 14 (7%) to 6 in 10 (60%)!
Well that was 10 months ago. From one of those original phone calls I ended up securing a contract for the company worth $306,000. The personal return on my original investment in doing that Wayne Berry program was 3,888%!
Armed with these statistics, I now know each cold call is worth $412 to me regardless of whether I get the appointment or not! I often ask myself if I have the time to make another $4,100 this afternoon or shall I go home early?
What this has meant to me personally is that I am now working smarter instead of harder which has given me more time to do what I want to do. I have also been able to make more sales in less time which means more commission for me along with a better attitude and outlook on life.
Since then I have attended Wayne Berry’s TOP GUN Sales Bootcamp and invested heavily in Wayne¹s audio learning programs with noticeable improvements in my sales and general life success. For the first time I have now moved into the top 20% of sales people within my company and am looking forward to exceeding my annual target this year.
Feel free to contact me if you have any questions regarding my comments here on 0405 100 840.
Bradley Moore
Business Development Manager. Panaseer a division of Jtec Pty.
“Negotiating saves $3,600!”
Hi Wayne, I have attended one of your seminars related to sales and I enjoyed it. Your tips related to negotiation are quite true, and I will describe an event that happened to me last Friday, that illustrated how to save $$$ in negotiation.
Due to my wife’s pressure in getting a bigger car, I decided to buy a brand new model and trade-in my old one. The first dealer I visited wasn’t prepared to negotiate at all. The sales rep was quite keen, but their sales manager was far too greedy and it was a case of take or leave. So I left.
So I went to another dealer. The price for the brand new model was $20,000 as per the first dealer visit and my second-hand car was valued by myself to be around $7,000. The dealer valued my second-hand car at $4,000.
My offer was $20,000 – $7,000 = $13,000
Their offer was $21,000 – $4,000 = $17,000
In reality I paid A$5,500 for this car 6 months earlier buying it privately. This second dealer came with a story that the price for a hatch back version was $21,000 and the sedan $20,000. Since my wife preferred the sedan, I didn’t make a fuss in taking this model, BUT I made sure that I was sacrificing my preference and willing to buy a product that was not my preferred option. The difference now was my offer $13,000 and their offer $16,000.
So it was now up to dealer to make a compromise.
Telling me that they would be out of business, the rep decide to call the sales manager. The sales manager came and again start saying this and that, and I kept quiet on purpose, more they talked, more they start bringing the price down.
I did not say a word (to be honest it was quite hard to keep my mouth shut!!), and the sales manager eventually said $14,000. I said it is not good enough, I would rather sell the car privately and get $7,000 and pay in cash, so it would be a better deal for both of us. They did not want me to leave, so they decided to call the general manager, and I told him I want to pay $13,000. The general manager went outside to have a look on my second-hand car and came back and start talking this and that.
I kept quiet, and when he said my car did not have air conditioning, I said the winter is coming, who needs it.
He said my car is manual, I said for maintenance costs, a manual car is far more attractive. He said my car did not have power steering, I said who needs for a small car.
He said, OK give me $13.4K.
I said, if I take out the metallic paint how much extra I will save. He said, C’mon and I shake his hand, deal done!!!
To be honest, I was prepared to pay $20K – $5.5K = $14.5K. Since I paid $13.4K, I just saved $1.1K for “just keeping my mouth shut”.
Lesson learned: During certain negotiations, let the seller or buyer do all the talking and he/she may end up bringing the price down too easily. If you talk too much, you may end-up giving it away far too easy. You have also to handle the objections, so he feels that he is getting a good deal.
I guess at the end of the day, the dealer had a good deal, otherwise he would not sell. But getting an extra $1,100 for keeping my mouth shut was worth, but not easy!!!!
Thanks again and have a nice day.
Trajano Roberto
amstras, eBusiness, marketing & automation.
Email: amstras@smartchat.net.au
“Inspiration Helps”
Wayne, my name is Paul, I live in the western suburbs of Melbourne and have been in direct selling for more than 18 months. In this time I managed to open my own company, which was based on door to door selling of alarm systems.
With the recent collapse of the ADT dealership program (I don’t know if you are to familiar with this) I was faced with a lot of hardship and negativity from friends and family, my only true friend and partner who has stood by me is my wife who has worked with me day and night to keep our business running.
I felt like I had been left for dead, with bills mounting up, phones 1 week away from being cut off. Through the support I have received from my partner, we decided to keep fighting for what we believe in, now we are on the road to a slow but sure recovery. At this point I would like to say THANK-YOU. After reading your book recently and hearing some of your stories (second hand through a friend) I decided life’s ups and downs had some great lessons to learn. At this point I cannot afford to buy your books or cd’s, I can’t even afford to subscribe to your newsletter, although when I can, I will.
You might be interested to know that my background was not in sales, for 13 years I was driving trucks interstate, I then decided that at 32 years of age I needed to change my life while I still had one. Once I can get over my fear of public speaking I’m sure I will have some great stories to tell, possibly even write my own book, until then I will just focus on our future endeavours.
ONCE AGAIN THANK-YOU
Kind Regards,
Paul
Director
Pamavic Securitites Pty Ltd.
MELB VIC
Mob: 0413 995 459
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