The timeless guide to sales success has been revised to help you supercharge personal and team performance in a new economy

"People make buying decisions emotionally and justify them logically."

That shrewd insight from the first edition of this bestselling book has become a no-brainer among sales professionals. Now, the new edition of classic work that has helped millions of sales professionals take their career to new levels offers critical new insights, information, and tools for success in today's economy.

You Can't Teach a Kid to Ride a Bike at a Seminar, Second Edition retains David Sandler's classic, battle-tested advice on driving personal and organizational success by breaking the rules of conventional selling. And now Sandler Training's CEO, David Mattson, has revisited it to provide additional skills designed for today's highly competitive and more complex sales landscape. With this powerful guide, you'll learn how to:

Take the lead in the "buyer/seller dance" Get the prospect to do most of the talking Have a process for answering questions from prospects Know when a prospect is shopping you . . . and what to do about it Move the relationship forward without becoming an unpaid consultant Master the seven steps of the "Sandler Submarine" Use LinkedIn as a prospecting and qualifying tool Establish an "up-front contract," or call roadmap, before your face-to-face meeting Use online research to turn "cold calls" into warm calls

Sales professionals and teams that follow these principles--and others outlined in the book--will transform themselves from mediocre performers into selling superstars.

This new edition of You Can't Teach a Kid to Ride a Bike at a Seminar is a potent mixture of Sandler's timeless techniques and best practices from the most effective sales operation today.

Foreword p. vii Acknowledgments p. xii Chapter 1 Five Steps to Help You Master the Selling Dance p. 1 Chapter 2 What I Did After the Cookie Crumbled p. 19 Chapter 3 The Evolution of a Training Program That Will Teach You to Succeed in Sales p. 37 Chapter 4 Conditioning Yourself for Success in Sales p. 61 Chapter 5 Break the Rules and Close More Sales p. 79 Chapter 6 What You Know Can Hurt You, So Dummy Up! p. 91 Chapter 7 Can Asking Questions Be the Answer? p. 103 Chapter 8 Negative Reverse Selling: The Most Potent Sales Technique of All p. 117 Chapter 9 "Good Morning, Sir, Is That Your Sailfish?" p. 131 Chapter 10 Don't Do Anything Unless You Know Why You're Doing It! p. 145 Chapter 11 Stop Selling Features and Benefits p. 161 Chapter 12 Rude to Discuss Money? I Don't Think So! p. 173 Chapter 13 Qualify Your Prospect's Decision-Making Ability p. 193 Chapter 14 Fulfill the Contract and Let the Prospect Close the Sale p. 209 Chapter 15 Don't Let Buyer's Remorse Sink Your Sale p. 219 Chapter 16 Getting the Angle on Success p. 229 Appendix A Case Studies p. 249 Appendix B Applying the Sandler Principles to the Enterprise Selling Environment p. 261 Index p. 269