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    The Art of Not Selling
    The Art of Not Selling
    The Art of Not Selling
    Ebook106 pages2 hours

    The Art of Not Selling

    By Lee Fernandez

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    About this ebook

    Have you found your sales career less than satisfying? Do you dread going to work to face more quotas and deadlines you can’t meet? If so, it’s because no one has taught you The Art of Not Selling.

    Like many of us, you’ve learned you have to do whatever it takes to sell your product. You’ve been pressured, you’ve been bullied, and you’ve been taught to treat your customers the same way.

    If that’s been your life, know you CAN be happy and fulfilled in your sales career. You can sell more than ever by applying the simple principles in The Art of Not Selling.

    Author Lee Fernandez is recognized as one of the best home builders on the west coast of Florida. He has made a living selling shoes, advertising, printing, cars, trucks and homes. He has taken his years of experience and sales expertise to create this book to tell you what will work and help your sales increase. Start your journey to success today!

    LanguageEnglish
    PublisherLee Fernandez
    Release dateMar 19, 2015
    ISBN9781311579720
    The Art of Not Selling
    Author

    Lee Fernandez

    Lee is a Tampa, FL, native and a University of South Florida graduate who has been involved in sales and marketing since he was a child. Lee has been recognized as a top leader and producer in numerous sales venues. He has been a licensed Florida real estate broker for 38 years. As an award winning residential building contractor and designer, he has been published as one of the best homebuilders on the west coast of Florida.By listening intently to his clients’ needs and wishes, while helping them with a purchase, Lee has developed an unparalleled reputation as a sales leader. Today he is semi-retired and helps others be successful in their careers. He wants them to live a proud and happy life too. His book, The Art of Not Selling, is dedicated to that end.“I wrote this book wanting to help you and others. I wanted to share my Dad’s way,” Lee said. “If one person benefits from The Art of Not Selling, I have been successful. Believe in it, live it. As it works for you, tell others about it so it can help them too. That’s what real friends do.”Lee believes the key to a successful career is loving what you do, being happy and proud, and resisting stress.“I’ve never understood the sell-sell-sell, close-close-close thing. Neither did my Dad and many others,” he said.He and his wife Debbie have lived the art of not selling lifestyle at home, as parents. They raised and taught their two wonderful children in a relaxed, non-pressured manner. Both have become highly successful.

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      Book preview

      The Art of Not Selling - Lee Fernandez

      In loving memory of Dad

      With special thanks to my family, friends, mentors and all who encouraged me in my career and in my life.

      The Art of Not Selling

      Secrets from an Ultimate Sales Assistant

      By Lee Fernandez

      Copyright 2014 by Lee Fernandez, Tampa FL

      Smashwords Edition, License Notes

      This e-book is licensed only for your personal use. It may not be re-sold or given to others. If you want to share this e-book with another person or persons, please buy a copy for each individual. If you’re reading this book and did not purchase it, or it was not purchased for your use alone, please visit Amazon.com and purchase your own copy. Thank you for respecting the author’s hard work.

      Contents

      Preface

      Chapter 1: The Cycle Begins

      Chapter 2: Motivation

      Chapter 3: Learning at the Dining Room Table

      Chapter 4: A Better Job

      Chapter 5: The Product, a Want and a Need

      Chapter 6: Bingo! A Winning Combination

      Chapter 7: Failure and Rejection

      Chapter 8: I’m Just Looking

      Chapter 9: Presentation and Perception

      Chapter 10: The Value of Luck

      Chapter 11: What Doesn't Work

      Chapter 12: The Death of Trickery, the Benefit of Urgency

      Chapter 13: What Works!

      Chapter 14: The Power of Words

      Chapter 15: The Power of Attitude

      Chapter 16: Creating Trust

      Chapter 17: The Importance of Effective Communication

      Chapter 18: Learn to love, respect and enjoy other people.

      About the Author

      Preface

      Most experts believe a sales career is one of the most stressful jobs in the world. It certainly can be. Especially if you have to meet a sales quota to keep your job, pay rent and buy food.

      Stress affects our bodies and our minds; it can sap our health and strength. It can ruin our careers, and rob our joy.

      For people who work in sales, it is counterproductive. Yet our sales career can be natural, stress less, easy, and fun. Our job can be rewarding. We can hold our head high, knowing we’ve made a real difference in people’s lives.

      In The Art of Not Selling, I share how you can do that. I focus on the point of purchase, where the sales assistant and customer connect, whether it’s on the Internet, the phone, or in person. That’s where everything happens – or doesn’t – in your sales career, and in your life.

      While it’s great to know how a customer found you, it’s moot if your point-of-purchase training and techniques are faulty. You need to know how to make the most of your time with your client. You need to know what works, and doesn’t work. You need to know how to deal with pressures to perform, to make that sale no matter what.

      If you’ve found your sales career less than satisfying... If you want or need to boost your sales… If you can’t enjoy your work... It’s because no one taught you about stress less selling. No one taught you about being proud and happy to be in sales. No one taught you the art of not selling!

      You actually may be struggling because of circumstances beyond your immediate control. You may be feeling stressed because you were assigned a less desirable location. Your product may be weak, even overpriced! Worst of all, you could be down on yourself because, deep down, you are not very happy about what you do for a living. You know the feeling. You feel like a fly ... dodging a fly swatter. You’re thinking there has to be a better way to support your family. You pray your kids will grow up to have a better career, one full of happiness and pride.

      It doesn’t have to be that way! We can take a stand against stress. We can refuse to let it break our hearts and diminish our efforts. We can refuse to let it mess with our character, and hurt our sense of self. We can avert depression, drinking, job problems, drugs, anger, divorce, fear, panic, anger and other stress-related problems. And we should. If we are not careful, stress will destroy us. It will send us to hell on Earth.

      Ultimately, stress will make our mission of helping others make a purchase more difficult. When under sales stress, we are unable to perform our best. We may be panicked, nervous, aggressive, fearful and/or paranoid.

      In the end, stress leads to less sales and even more stress.

      If stress and depression are causing you to lose sales and/or to hate your sales career, I have great news for you. I’ve written this book so you can be happy and move forward with your life, making more sales and being happier than you thought possible. It’s true. This book can help you break self-defeating patterns, resulting in a life of greater happiness, increased sales and success!

      In The Art of Not Selling, I rely on stories to deliver my message. But you should know these people and their stories may be fiction. Some have been fabricated to help convey these important, life-changing lessons.

      That said, I learned some very important lessons from my Dad that are at the core of this book. These lessons had a lasting effect upon me; now it is my turn to pass them along to you. So you can profit, so you also can walk in success.

      Chapter 1

      The Cycle Begins

      Your journey to becoming the ultimate sales assistant starts now! Whatever your age or circumstance, now is the time to make a change. I began my own journey when I was about 10 years old, even though I didn’t really understand the significance of it at the time.

      I had reached a point where the only thing that really mattered to me was owning a bicycle. Maybe you can relate to that. I really really wanted one. A red one! I just had to have it. I dreamed about it. I talked about it. I lived for it.

      To me, that bicycle was more than a bicycle. It symbolized freedom; it was a pair of wheels! Owning a bicycle would allow me to hang out with my friends, who already had bikes.

      Having a bike would broaden my world, enabling me to travel beyond the neighborhood. I could be part of the bicycle group. I would be cool and I wouldn’t have to hitch rides on top of a set of someone else’s handlebars. No one really liked giving rides because it was twice as hard to peddle and steer.

      With a bike, I would see new things – and, more importantly, I would be able to visit Ann. Walking to Ann’s house was quite a distance; it meant I had to leave early because if I didn’t get home by sunset I was in big trouble. Besides, walking was boring.

      Ann and I were sort of in love – well, as much in love as fifth graders could be. We would play Elvis Presley records and dance in her parent’s living room. Best of all, Ann liked baseball and she had twin brothers a year older than us. There also were a lot of kids our age in her neighborhood. Whiffle ball was our game.

      So one day I approached Dad about getting a bike. To my dismay, he said he would not be able to buy me one because there were other things our family needed. The most important thing was saving money to buy a home.

      He said, it was time for me to learn financial responsibility. I needed to understand life was not about being cared for – it was about taking care of yourself and others.

      As you might imagine, I didn’t quite get it. As a fifth grader, I thought I was the one who needed care. Isn’t it a bit early in life for me to learn about financial responsibility? I asked.

      Nope, not at all, he replied.

      Dad had lived through tough times. He shined shoes on the streets to make money for groceries.

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