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Book Review – You Gotta Have Balls – By Brandon Steiner

Posted by Tony Cole on Thu, May 19, 2016

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I just heard Brandon speak at the recent Objective Management Group’s Annual International Sales Conference.  The sub-title to the book is:  How a Kid from Brooklyn Started from Scratch, Bought Yankee Stadium, and Created a Sports Empire.

A couple of things before I get into the book:

  • If you are in a position to hire someone to speak to your sales team or organization, Brandon is a very good hire. His soft-spoken, easy going manner will not irritate anyone in the meeting by coming across as a brash, aggressive sales guy from New York.  I think that’s a plus.
  • His close is really good.
  • His story about Michael Jordan is very entertaining.
  • There are some great life and business lessons don’t hit you over the head but are really good.
  • I like that he loves and credits his Mom with so much of his success.

Some of my noted captions in the book:

Getting into Syracuse University

  • Brandon had applied to Syracuse and he was getting ready to go into the interview to meet with the admission counselor. He states, “As I went into it, I thought, ‘I don’t want this to be the last time I see this place.’
    • I think this is important because it’s similar to pre-call planning. The first step is to identify the objective of the call.
    • It helped him craft the conversation he needed to have in order to tip the scales in his favor to meet the objective.
  • Here is how he states he started the conversation: “I don’t have any money, my SAT scores are kind of low and my grades are pass/fail.  I’ve been working full-time since I started high school; I’ve contributed to every student club I could fit into my schedule; I’ve been involved in so many activities I can barely remember them all, and if you give me an opportunity, I promise you I will use every inch of this school.  You will never regret letting me in.”
  • How good is that as an opening statement that doesn’t look, act and sound like every other applicant?

Getting the job at Hard Rock Café in NYC

  • Negotiate your first raise before you even get started
    • He was turned down the first time he applied.
    • He went back and suggested they hire him as a consultant.
    • They wanted to hire him for $22,500.00 to be the manager.
    • He declined the offer and countered with:
      • What you need is someone to come in and take charge.
      • Hire me as the assistant general manager at $36,000.
      • Give me a two-month trial period and, if it works out, I want my salary to be $41,000.
      • If it doesn’t work out after three months, you get rid of me.
    • Great advice for hiring the high-priced sales person that is asking for premium dollars to move to your organization.

Not overselling is an underrated part of selling.

Play the game, not the score

  • When you have players on the team that are playing the game and not the score:
    • You cannot tell if they are at quota, above or below. They just keep doing the things they are supposed to do.
    • On Derek Jeter, captain of the NY Yankees: “Watching Jeter at the end of the season you couldn’t tell if they were headed to the playoffs or in last place in the division.”
  • A valuable employee – one playing the game and not the score – will look like a valuable employee no matter the situation or circumstances. Consistency over time equals credibility.
  • This is important when evaluating current a new talent. When someone comes to you with a grievance or suggestion is that the someone that day in and day out performs as an all-star… or one that rides the wave when things are good and complains when things are bad? Pay attention to the source of complaints or suggestions – are they credible?

Selling when you are selling

  • When you make a big sale, keep going and make the second big sale.
  • Don’t worry about celebrating the win or mourning the loss.
  • Shoot your way out of a slump.
  • In his presentation, Brandon told a story about calling a prospective influencer 99 times in two days. Playing the game and not the score!
  • Before you try and sell someone something, make sure you know where their heart is and what makes them tick. That information is at least as valuable as whatever sales statistics you can offer up.

Steinisms:

  • In negotiating, a big part of getting what you want is helping other people get what they want.
  • Your true value is determined by how much you give in value rather than how much you receive in payment.
  • Dig the well before you are thirsty.
  • It’s risky to not take risks.
  • If you use your head, you don’t have to use your feet.

Topics: Sales Strategies, sales success

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    About our Blog

    Founder and CLO Tony Cole has been working with financial firms for more than 25 years to help them close their sales opportunity gap.  He is a master at using science based data and finely honed coaching strategies to help build effective sales teams.  Don’t miss his weekly sales management blog insights.

     

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