15 Rules For Becoming A Top Producer1

15 Rules
for
Becoming a
Top Producer!
by Doyle Slayton
Sales
Blogcast .com
Copyright 2009 by SalesBlogcast.com - All Rights Reserved
Table of Contents
Title Page
15 Rules (Quick sheet - Print and post it in your office!)
Success Begins at Home 2
Sales Snipers 4
The Shield 6
10 Things I Love About Cold Calling 8
Is this a Good Time to Talk? 11
The Effectiveness of Cold Calling… On Foot? 14
Pump Up the Volume! 17
Want Long-Term Success? Build Your Pipeline! 21
Train Your Brain to Think “And” 25
Networking for Results 28
Give Your Prospects a High Five 31
These Leads are for Closers 34
Just Sell Me! 36
What’s the Score? 38
7 Essentials for Massive Sales Success 42

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Thank you for being a part of my SalesBlogcast
Sales and Leadership community. I hope you
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own ideas about Sales and Leadership.
Sincerely,
Doyle Slayton
Sales & Leadership Strategist
SalesBlogcast.com
© Copyright 2009
SalesBlogcast.com
All rights Reserved
Sales
Blogcast .com
15 Rules for Becoming
a Top Producer!
Rule 1: Build a strong foundation.
Rule 2: Block out negativity from outsiders.
Rule 3: Crush negativity from insiders.
Rule 4: Learn to love that which produces

the biggest results.
Rule 5: Don’t give your prospects an easy out.
Rule 6: Focus on the right activities.
Rule 7: The more, the more!
Rule 8: Your pipeline is your lifeline.
Rule 9: Leave single-mindedness behind.
Rule 10: Cold-calling trumps Networking
Rule 11: Master the art of uncovering needs
Rule 12: Be a hardcore closer without being pushy

or unprofessional
Rule 13: Sell your prospects the way they like to be sold.
Rule 14: You’ve got to have a scoreboard!
Rule 15: If you are going to win, Win BIG!

Sales
Blogcast .com
1
Rule 1
Build a strong
foundation.

2
Success Begins at Home
This concept carries a double-meaning. I have included an

example of what I’m talking about beneath each point.
1. Make sure you’ve got your own “stuff” together.
INTEGRITY
“Choosing to be a person of integrity is a lifelong
commitment. Throughout your journey, you will
face daily opportunities to choose between right and
wrong. Credibility is built one decision at a time.
Those who understand this principle know that each
decision made, in either direction, makes the next
one of similar nature that much easier. Over time, it
will spread across your entire life. It becomes who
you are, and everyone can see it.” -Doyle Slayton
2. Make sure everything is strong with your family life.
I was playing with my three year old daughter the

other day. She loves to dress up in her Cinderella
costume. While she was dancing around like a
princess, she began talking about a little boy at
school that she’s “going to marry.” It really put
things in perspective. I think God gave me two little
girls so that I could understand things that I never
understood growing up.
When you are with your wife… treat her like a

princess. She’s been thinking of you… since she was
three.
In what ways does this concept apply to you?

3
Rule 2
Block out negativity
from outsiders.

4
Sales Snipers
You have probably heard me say it before, “Figure out what works… and
do it over and over an over again.” The top sales pros find ways to make
slight improvements along the way… but over-tweaking can be dangerous.
Everyone gets into a little slump once in a while. It is during these slumps
that reps want to make wholesale changes because they think, “What we
were doing isn’t working anymore.”
Almost every time that happens, you have to check yourself to make sure
you didn’t run into a “sniper” recently. Let me explain. You have multiple
prospects that say, “You are the best sales person we have ever worked
with!” They thank you for being sincere and tell you that the main reason
you got the deal was because of your persistence.
Then suddenly, out of nowhere, you get blind-sided by a "sniper" who has
a different opinion of you. This “one” prospect tells you that you are too
pushy and that your techniques are that of a blah, blah, blah… all of it bad.
They are not interested in what you have to offer, and they request to be
taken off your list. You begin to question your persistence. “Am I too
pushy?” you ask… and then you start to back off. Deals start falling
through the cracks and going to your competitors who seem to have all the
momentum.
Here is another example. You have always separated yourself by being

the type of sales professional who has no problem making calls on
Monday. In fact, you have a history of scheduling tons of appointments
and closing lots of deals on Mondays.
As with the previous example, you have a little “breakdown” in the action.
You call a prospect on Monday who jumps all over you about NEVER EVER
calling them on Monday! This "sniper" gets you thinking… second guessing
yourself for all the wrong reasons… and then your Monday call volume
begins to slowly drop off. You begin to find “administrative” things to do
on Monday.
Success Principle: Never let a sales "sniper" bring you down. You are
better than that! We are halfway through the first quarter. There is still
plenty of time to exceed our goals. You know what works… go do it… over
and over and over again!

5
Rule 3
Crush negativity
from insiders.

6
The Shield
"I am grateful for what I have. I am

driven to achieve more. I help others
succeed. It's funny how this works. It's
like a shield. Negative people don't come
around me!" –Doyle Slayton
What do sales teammates talk about when nobody’s watching?
The great ones are talking shop, creating strategies, and role-playing
techniques that will make them more successful. They are sharing
product knowledge and developing industry expertise. These high
achievers are encouraging each other and looking for ways to build
on strengths!
Then there are those who are huddling up to share in each other’s
misery. They complain about change, fairness, and various forms of
rejection.
Here is my challenge. The next time you get sucked in to a

conversation where people are saying it can’t be done… take a
leadership role with something like, "Wait a minute, what is it that we
are fighting for here? What are we trying to accomplish by
convincing each other that our goals are unachievable? If we
continue down this path of negativity, where will it lead us? In other
words, once this conversation is over… then what?"
One of two things will happen. Either they’ll follow you… or they
won’t. Both scenarios are a win! You can join forces with those who
agree to think and behave like top performers, while parting ways
with those who won’t be around long anyway.
Build an impenetrable force with your success minded teammates.

Stick together to form… "The Shield!"

7
Rule 4
Learn to love that
which produces the
biggest results.

8
10 Things I Love About Cold Calling!
It Works – Cold calling works! It requires skill, the right mental

attitude, and an iron will. Those three things make me smile!
Speed – I can go as fast as I can, and take on the attitude of, "There
is somebody out there who is ready to do business with me… I’m
gonna find ‘em!"
Efficiency – Think of cold calling as a quick filter. You can quickly

learn who your best prospects are going to be.
Sharpens Skills – You have to be quick on your feet, maintain

composure, and always be professional. Nothing sharpens skills like
cold calling!
Keeps Me Humble – All great sales people can get a little cocky
sometimes. No matter how good you are, you are going to have
days when you get beat up on the phone. A little humble pie is a
good reminder that we can always get better.
Hidden Prospects – There are prospects out there that have a need
and are ready to buy. Nobody knows about them until the cold caller
finds them!
Follow-Up Opportunities – Cold calling creates follow-up

opportunities. I love it when a prospect says something like, "I have
X, Y, and Z going on right now, but call me in two weeks." When I
call them back, they are "often" ready to have a professional
conversation. The more I cold call, the more follow-up opportunities
I create!
Builds My Pipeline – As a sales person, it isn’t a natural tendency to

be organized. Business opportunities can fall through the cracks.
Cold calling makes it easy to sit at my desk, and build a pipeline. I
use my CRM to keep quality notes on all of my prospects. Everything
I need is in front of me.

9
Multiple Decision Makers – Within seconds, I can try to reach multiple

decision makers within a company. If one isn’t available, I try the other one!
Willing to Do What Others Won’t – I love cold calling. I tell myself that
everyday. In fact, I make it a point to walk into the office, turn on my
computer, and dial my first call before I do anything else. It sets the tone for
the rest of the day.
I can’t help it… this stuff gets me fired up… let’s go build some
business!

10
Rule 5
Don’t give your
prospects an
easy out.

11
Is This a Good Time to Talk?
I recently had the privilege of listening to sales people share best

practices for cold calling on new business prospects. One of the
panelists suggested that callers ask the prospect, "Is this a good time
to talk?" He said this technique differentiates him from other sales
people by positioning him as someone who is respectful of the
prospects time. It also allows him to create a warm call situation
where he can follow-up in the future. Although I’ve never been one
to employ this technique, I started thinking about ways it could be
used as an effective sales tactic for those who like this approach.
Let me start by sharing why this technique doesn’t fit my style, and
then I’ll tell share my thoughts on how I might recommend using the
technique as an appointment scheduling tactic.
Reasons why I wouldn’t use this technique:
Decision makers are often difficult to reach. When I get them on the
phone, I’m going to take advantage of it! Asking them if it’s, "a good
time to talk" allows the prospect to tell me "no" and puts me in the
same position as if they hadn’t answered the phone at all. If it’s not
a good time… believe me… the prospect will tell me. At that point, I
will be respectful of the situation and request a more appropriate
time to follow-up in person or on the phone.
Using this technique as an appointment scheduling tactic:
If I were to ask the question, "Is this a good time to talk?" it would
be for one purpose only. Knowing that the odds were against me and
that the most likely response is "no," I’d actually be hoping for it! In
other words, I would ask the question for the very purpose of having
the prospect say, "No, this is not a good time." At that point, I would
go for the appointment. "No problem. I want to be respectful of
your time. Instead of running the risk of catching you at a bad time
in the future, let’s schedule a time to meet when you are expecting
me. Let’s compare calendars and find a time when I can visit with
you for about 20 minutes this week."

12
There are four things that could happen at this point. Three of them
are good. Now the odds are beginning to swing in my favor!
Response 1: The prospect will ask, "What do you want to meet with
me about?" This opens the door to have a short conversation! All of
a sudden the prospect has given you room to ask a few qualifying
questions and create some value. Be efficient and take advantage of
this opportunity!
Response 2: The prospect will agree to meet on a day and time

that works for both of you.
Important Point: Keep in mind this one came a

little too easy. You have an appointment, but you
still have questions. Is this a qualified prospect? Do
they have a need? Before considering it a solid
appointment, try to find out these answers and
remember that this appointment has a higher
likelihood of being a "no show."
Response 3: The prospect will reaffirm that they don’t have time to
talk and request that you call them back on a future date to compare
calendars at that point. You have their attention, potentially some
interest, and have a warm follow-up call to make in the future!
Response 4: The prospect will reiterate that they are busy and have
neither the time, nor the interest in talking to you.
Let’s tie this all together. We have taken the

most likely "undesirable" response and turned it in
our favor. That’s what I love about sales. You take
a challenge and turn it into an advantage!

13
Rule 6
Focus on the
right activities.

14
The Effectiveness of Cold Calling...

On Foot?
One of my readers once asked me...
“So tell me Doyle, what do you think about cold canvassing /good old
fashioned door knocking businesses - I reckon there's nothing better
for building buyer relationships that last - I go out for 2 hours a day
in my local area promoting and its made me a lot of money - also any
hints and tips for improving - new strategies / thoughts for this style
of presentation?”
Answer: Let me start by saying… If it works for you, and you are
exceeding plan… then keep doing it. If you are good, it can be an
effective activity for those selling in certain industries.
As for my daily activity, “cold canvassing” is not something I do very

often… maybe once or twice per year… to remind myself that the
following 3 principles are true:
Principle One – Efficiency
I don’t find cold calling on foot to be an efficient use of my time. If I

can drop-in on 10 prospects in two hours, I can do three times that
much on the phone… making around 30 phone calls in the same time
span. When I multiply that day-over-day-over-day, the phone and
my trusty CRM are going to give me the best long-term results.
Principle Two – Productivity
I’ve seen a lot of sales people fall into this trap. Being “on the road”
makes them feel productive and busy. Mixed in with all the
prospecting come stops at the Starbucks, Exxon, a quick run to the
post office and suddenly the day is gone with very little to show for it.
Some reps use it as a justification for ending their day closer to

home. They will foot canvas on the side of their territory closest to
home and when they feel they have done enough… it’s tempting and
easy to call it a day.

15
Then there are those who decide it’s a great way to get familiar with
their territory. I see it differently. The best way to get familiar with
your territory is to set a ton of appointments… on the way in and out
of the building… look around and figure out who you are going to call
on next. That is a lot more efficient.
Principle Three – Results
I think this type of prospecting can be deceiving. Let’s say a new

person joins your sales team who employs this type of “cold calling
on foot” type of activity. If they are good, they will get some quick
turnaround deals, one call closes, short sales cycle, non-complex type
of stuff. Some managers will send big praises saying, “Look at what
this newbie is doing… been here for a week and got their first deal!”
The sales person gains confidence, and the borderline performers
think they should employ the same strategy.
It results in smaller revenue generating deals, often around $500 to

$2,000 in yearly revenue per deal… give-or-take a few hundred
dollars. If your goal is anything over 200K, cold canvassing is not
likely to get you there. That's the trap. It sneaks up on you. You
look back at the end of the quarter and wonder, "What happened?
I've been so busy... working so hard... yet I'm not even close to
plan."
Oh the irony of life… as I was writing this piece, the doorbell

rang. It was a young lady with her mother and sister… selling
Girl Scout Cookies. She asked me if I’d like to buy some.
“Absolutely!” I said, “I really like sales people.” You should
have seen the joy on her face. She said, “You are the first person
on this street who said yes…” to which I responded, “It’s the first
yes in a string of 4 or 5 more to come… keep going girl!”

16
Rule 7
The more, the more!

17
Pump Up the Volume!

I once asked my readers: “If you had to choose between quality vs.
volume, which one would you choose?”
I would venture to guess that every one of us has been in this

conversation. Here are a couple of examples for how these opposing view
points would approach Lead Generation or Appointments.
Lead Generation (in a short sales cycle sales environment)
Quality: "I only want leads that are going to convert within the next 30 to
90 days."
Volume: "As long as they are qualified, I’ll take leads that that will convert
now or a year from now."
Appointments
Quality: "I only attend appointments with prospects that I’ve diligently
pre-qualified."
Volume: "There is no such thing as a bad appointment. I get in front of as

many prospects as I can."
Here are the results of the poll...
After several weeks I shared my ideas on the subject...
I’m a big believer in the concept of both… in other words I like to say that
"We need to work on ‘Quality Volume.’" That said, I have a strong point of
view as to which direction I would lean if I had to choose one.

18
If I have to lean one way or the other, I lean toward volume!
I am in the minority on this one. Here are the reasons why.
When I read through the two examples (listed in the previous post), I
choose the volume approach on both.
Lead Generation - As long as the leads are qualified, meaning… they

have an interest and a need… I’ll start working those leads whether
they are going to convert now, or a year from now.
Appointments - I want to get in front of as many prospects as

possible. If they are willing to meet with me, then they most likely
have some level of interest.
In both cases, I always have a chance to close more deals when

talking to more people than not talking to them at all.
Success Principle 1: Train yourself to work at maximum volume.

The bigger your pipeline, the bigger your results!
Sales people must have an ability to filter. That means working

through a lot of potential business and prioritizing opportunities that
will close now along with deals that will close in the future. A strong
pipeline is going to payoff now and it pays again later.
Need Them Either Way – If a deal closes now or in the future, I

need that deal either way. The advantage of having lots of prospects
is that I don’t get desperate with the ones that legitimately need
more time. I have plenty of other potential deals to push through
now, and I am building a list of prospects who will buy in the future.
Sometimes They Come Back – When I’m working on volume, I will

lose a lot of deals in the process. That’s ok… because sometimes
they come back. We all have prospects that call out of the blue and
unexpectedly say, “Can you please bring the paperwork… we are
ready to sign!” The more people I have met with, the more potential
surprise call backs.

19
New Products and Offers – There will be times during the year
when your company comes up with a new product or offer. Sales
reps who have the biggest pipeline have a strong foundation to start
from. It is much better to call on prospects you already know and
say, “Guess what… I have the solution you were looking for!”
Success Principle 2: The more prospects you face, the better you
get!
Volume Develops Quality - In most cases, a sales person’s closing

ratio is the same… whether you have 100 prospects or 50 prospects.
If you are closing at 30 percent the difference is staggering. Think of
it this way. If a sales person can’t get in front of prospects, that is a
bad place to be. On the other hand, if a sales person can get in front
of a lot of people, then we have a foundation to work from. I would
much rather work on improving the quality of my work rather than
figuring out how to build up quantity. The best way to improve on
quality is to get more practice. The more prospects you face, the
better you get!
Volume Builds Momentum – Find a sales team who has a lot of

activity and you’ll find a team with the power to build tremendous
momentum. This team has great confidence, high morale, and puts
up huge numbers!
Work for maximum volume. Develop a filter to turn

that volume into quality. The ultimate goal is to end
up with both. I like to call it quality volume. There
is nothing like volume when you are closing deals.
There is nothing like quality when you are building
life-long clients!

20
Rule 8
Your pipeline is
your lifeline.

21
Want Long-Term Success?

Build Your Pipeline!
Most sales are not made on the first call. Often it takes six or seven
attempts to even get your foot in the door. The key to sales success
is in the follow-up! The best sales professionals master the art of
managing their leads through a Customer Relationship Management
(CRM) system. Many sales reps will tell you that they are organized
and that they have "their own" system, but look at their work-space
and you’ll find that they have paper lists and sticky notes spread all
across their desk! You are laughing because you know exactly who
I'm talking about.
Even worse, there are those who have a database, filled with leads,
and they think to themselves, "Hmm, today I’m calling all my no-con-
tacts, or my shoppers, or maybe my past appointments." Day after
day, they spend hours calling and sorting through lead statuses hop-
ing to find the needle in the haystack.
How many times do you see a new teammate come in and find quick
early wins in the first three to six months, and then suddenly fall off
the map in discouragement? All too often, and it is misdiagnosed as
"the honeymoon period is over," or "the excitement of the new job
has worn off."
The manager keeps asking, "How many calls have you made today?"
…and sales person responds with "I’ve been blitzing all day and have
made 40, 60, 80, 100 calls!" Although blitzing off lists feels produc-
tive, it’s an illusion. I equate it to jumping in your car and looking for
new opportunities by driving around the same city block over and
over again. Do you see what I mean by short-term success?
Now, I’m not saying that you should never blitz your lead base. There
are three instances where you should engage in blitzing strategies.
a. When you are playing "short-term" catch-up on those
rare occasions where you’ve fallen behind on your sched-
uled actions:
Most sales people struggle with Time Management. It becomes
especially difficult when you get on a roll and you are closing a
lot of deals back-to-back-to-back. This is one of the most im-
portant periods in a sales pipeline management “cycle.”
22
Good pipelines often build up like a roller coaster ascending to a

peak and then bam the deals start rolling in fast and furious and
you are doing everything in your power just to keep up! It is
exhilarating until you realize the ride has run its course and you
have to start rebuilding again.
Great pipelines are always full. The best way to keep your pipe-
line overflowing is to ensure you keep up with your daily sched-
uled actions. Always make time for short-term catch-up… even
when you are on a roll… a little blitz block can get you back on
track.
b. When your daily scheduled actions list is so small, that
you are trying to build a future pipeline:
Too often you hear reps say that they are not getting enough
leads, or they complain about having a bad territory. In most
cases, the reality is a weak pipeline. Some sales reps are lucky
to have a corporate strategy that generates warm leads. In this
scenario, each rep has new leads assigned to them on a daily or
weekly basis… but, most sales reps have to generate their own
leads.
In either case, the key to successful pipeline building comes in
the process of adding new leads to your CRM every single day.
Although each sales job is different, a solid goal example would
be to build your database up between 150 and 300 new pros-
pects per year. This size lead base would allow you to have a
minimum of 20 daily scheduled actions in your CRM.
If you don’t have that many scheduled follow-up calls in your
pipeline, you know it’s time to start blitzing. Always blitz with
one goal in mind… “I’m looking for new leads to add to my pipe-
line.” Rookies who are building their pipeline from scratch
should be shooting for seven to ten new leads to add to their
CRM everyday. Veterans who have an established database
should strive to add at least three to five new leads to their da-
tabase each day. Within a few months of following this disci-
plined approach, you’ll have a pipeline that is overflowing with
opportunity!

23
c. When your sales team is blitzing as a team activity or

competition for the day:
Sometimes management will see a lull in activity and turn to
blitzing as a means of getting a team moving again. Managers
will try to create some excitement and spin it as a fun business
building activity… while most of the reps are thinking, “Oh my…
here we go again… I hate these.”
Superstars who live by the two previously mentioned techniques

will rarely get excited about team blitzing because high activity
levels are already a part of their daily routine. Maintaining per-
spective is very important in this instance. Be a leader and do
what is best for the team. Lead by example, be a team player,
and be a catalyst for success!
Always remember, your pipeline determines your success. The next

time you self-evaluate, ask yourself three questions. How strong is
my pipeline? How many leads do I have in my database? How many
daily scheduled actions do I have in my CRM?

24
Rule 9
Leave
single-mindedness
behind.

25
Train Your Brain to Think “And”
Success Principle:
“Train your brain to replace ‘or’ with ‘and’

to create top performance! -Doyle Slayton
Sometimes new sales reps will ask their managers "this or that"
questions to determine what activities are most important in their job.
You may also hear these questions coming from veterans who are
struggling to achieve their goals. They are very important questions
because they open the lines of communication and create teaching
opportunities for developing your people. Here are some examples of
these "or" type questions.
Question: "Is it more important that I hit this goal or that goal?"
Answer: "You need to hit all of your goals."
Question: "Is it more important that I hit my personal goals or that we

hit our team goals?"
Answer: "We need to accomplish both."
Question: "Should I focus on quantity or quality?"

Answer: "Let’s build your skill-sets so they’re not mutually excusive…
you can to both!"
Question: "What is more important… number of dials or actual

contacts?"
Answer: "Both!"
Question: "Should I spend more time managing my database, or

working to meet my goals?"
Answer: "Managing your database effectively will help you not only
meet your goals, it will help you BLOW OUT your goals!"
Question: "Do you want me to go for the quick sale or build a long-
term relationship?
Answer: "Let’s do both!"
26
Let's add some perspective by relating it to an everyday

conversation. Here's an example of the same question for someone
who is looking to shed a few pounds.
Question: "I am trying to lose weight. Is more important for me to

eat right or exercise?"
Answer: "You guessed it… it’s both!"
The next time you are faced with one of these questions… take it up a
notch and ask, "What will it take for me to accomplish this goal
"AND" that goal?"
As a manager, you are not off the hook. If your people are asking
these types of questions, it means you have some work to do. It is a
part of your team culture, and you represent the core of how the
team thinks, behaves, and performs.
Create a belief system for your career and your business that builds
on this "and" mentality. Get to the point where these questions are
no longer a part of the conversation. Decide what you want to
accomplish. Build a plan. Make it happen!
WARNING: Do not apply this philosophy at the dinner table! OK…

maybe once a week you can indulge. (Smile)

27
Rule 10
Cold-calling trumps
Networking.

28
Networking for Results

As you have probably noticed, I love doing Q & A discussions
with my readers! Another one that got a lot of discussion was
called Cold Calling vs. Networking. I asked everyone for an
opinion on which sales professional would produce the biggest
results… the one focused on cold calling or the one focused on
networking. After several weeks of letting it soak in, I’m ready
to share my opinion!
As was the case with The Great Debate: Quality vs. Volume,
once again, I’m in the minority (see Pump Up the Volume). I
don't find networking to be an effective way for "sales" profes-
sionals to exceed their goals. For that reason, I almost never
attend networking events. On the rare occasion when I do, I’m
normally there to support the person or the friend of the person
who is hosting the event.
Don’t get me wrong, I’ve met a lot of nice people and built some
good friendships at networking events, but when I’m looking for
results… when I’m looking to exceed quota… I get on the phone!
Cold calling and pipeline management… that’s the key to sales
success!
If I’m going to meet new people at a networking event, I’m
looking for people who are big thinkers. Maybe I’ll meet some-
one who I can collaborate with at some point in the future… But
let’s be clear… At this point, I don’t want to sell them anything,
and I’m not in the buying mood. Lastly, I’m not looking for an
opportunity to get together for coffee. No offense, but I don’t
have time for that. The truth is… I don’t drink coffee (smile).
There is another very important fact that has shaped my disbe-
lief in networking. Almost every team I have worked with has
members who are attracted to the networking scene. None of
those individuals were ever outstanding producers. Most of
them struggled to even meet expectations.
Then I think to myself… wait a minute. Just because I’ve never
seen it, doesn’t mean it doesn’t exist. Maybe networking can
produce big results. I just haven’t ever believed in it enough to
get anything out of it. In other words, if I treated my cold calls
with the same apathy as I treat networking events, then my
29
phone work wouldn’t produce many results either… right?
I guess what I’m saying is… I’m keeping an open mind. If I'm ever
going to promote networking as a successful activity for sales people,
I need to find a step-by-step process or methodology for turning
networking into results.

30
Rule 11
Master the art of
uncovering needs.

31
Give Your Prospects a High Five!
I often hear sales people talk about how

much they like creating opportunities
during face-to-face meetings. Here's a
technique I use during corporate
appointment. I call it the "High Five!"
The next time you go into a corporate appointment, give it a try. You
high five a decision maker by talking to them about...
1. Current Initiatives - "Tell me about your current initiatives

regarding..."
2. Goals & Measurements - "What are the most important goals and
measurements that you need to exceed to achieve success?"
3. What’s working? - "Based on what you are currently doing... what

seems to be working the best?"
4. Challenges - "What are you struggling with the most? ...what's not
working?"
5. Apply Features & Benefits - At this point you can begin to tie in
the features, benefits, and solutions that your company or product can
offer.
One of the most important keys to this 5 step process, is that you are
taking your time with each step... probing for further information and
clarification. You must be patient, and resist the urge to start offering
solutions and pitching your services. Take notes and have a goal to
develop the conversation until you have a minimum of 3-5 "target
points" that fit into your product offering. Once you have those targets,
you can proceed with statements and questions like, "This has been a
great conversation... and I have some ideas. Maybe you and I could
come up with some solutions that would help with (state your "target
points"). Would you be willing to discuss some ideas and work together
on creating some solutions?"

32
Wait for the big "YES"... and begin to tie in the appropriate products,
services, features, benefits, etc. to the most applicable "target
points!"
Best Practices:
Focus the Client's Goals - Go into every meeting thinking about

how you can truly make an impact and help the client be successful.
Let the Client Do the Talking - Make the conversation about their
message, not yours. An ideal appointment with a decision maker has
you talking mostly about the decision maker's goals and initiatives,
and very little about "your company."
Reflect and Clarify - Reflect their message back before beginning

your response. An example of this would be, "so what I'm hearing
you say is... (reflect & clarify)." It shows the speaker that you are
actually listening and taking note the things that are most important
to them.
Use Your Probing Skills - Do not monopolize, or dominate the

discussion. When you are asking questions, you maintain control of
yourself, while maintaining control of the conversation. The better
your questions, the better the conversation will go, and the less
chance of you dominating the conversation.
You've got it... that's the High Five! Your prospects are
waiting... Go get 'em!

33
Rule 12
Be a hardcore closer
without being pushy
or unprofessional.

34
These Leads Are For Closers!

What are the characteristics of a great closer?
Confidence – Closers have incredible confidence in themselves and in their

product. They believe there is no company they can’t crack… no deal they can’t
make. There’s no doubt they are offering the right solution at the right price.
They know how to create an environment where the customer knows it’s time to
buy.
Leverage – Closers know how to create value by asking the right questions,
uncovering the most pressing needs, and creating urgency to buy now. They
have positioned themselves intelligently and leverage everything they’ve learned
about the client’s motivation, challenges, and budget. They apply just the right
amount of pressure, at just the right time, to make the deal happen.
Opportunity – Closers can see the deal from a mile away. They know how
to paint a picture and create a win-win opportunity. They spend their time
wisely, with the clients that are most likely to buy.
Strategy – Closers are like chess players. They have the skill and the talent
to think three to four moves ahead. Each action builds upon the last... and
keenly sets up the next move. They have been executing their strategy right
from the start. Everything they say and everything they do has a very specific
purpose.
Expertise – Some people have told me this isn’t important. I disagree. The
best-of-the-best build their expertise. Closers understand the problem, the
solution, and the deal… backwards and forwards. Nothing throws them off. Let
me put it in perspective. Put two closers head-to-head with the same exact
closing skill… the only difference is that one is more of an expert than the other…
who wins?
Relentless – Closers are relentless. They are oblivious to stall tactics and
unsubstantiated rejection. They build a huge pipeline, with multiple deals
waiting to be made… so there is never a sense of panic or desperation. With
high integrity and class, they do whatever it takes to make great things happen!

35
Rule 13
Sell to your prospects
the way they like
to be sold.

36
Just Sell Me!
Lately it seems like the most common approach I have been seeing
and hearing about comes in some form of the soft-sell. Why is that?
Well, I think it’s because everyone is worried about being that pushy
sales person who turns people off the minute they start talking. You
know that person… the one who sees you as a number rather than a
"human being."
I think it’s the same reason people use other job titles, like account
executive and account manager, rather than putting the word SALES
PROFESSIONAL in big bold letters on their business card. It’s all
about relationships, and selling takes time… right?
Well, "yes"… and "not necessarily." Sometimes you just have to go

for it! It’s about using good judgment and good taste… and knowing
where the line is… to ensure you don’t cross it.
If you are charismatic, highly-skilled, and have the ability to read

people, you can be a "hard-core" sales person who is all about the
numbers, AND at the same time, cares about people AND cares about
matching a high quality solution to the client’s needs.
I was talking to a buddy of mine today, and we got to laughing when

I told him, "You know what? When I’m the consumer, I don’t think
the soft-sell works on me. I want the sales person to get straight to
the point and just sell me!" If I like the opportunity, I’ll ask
questions and look for the sales person to provide me with their
expertise and recommendations. The more excited they get me
about buying… the more I like the sales rep… the more I want to buy
from them!
So here’s my point. People who are teaching us to ONLY take the

soft-sell approach are basing their advice on their own personal
preference. This is what they like… it’s comfortable for them… and
guess what… that’s OK… when they are the buyer… not the seller!
Our greatest success will come with the ability to be flexible, and
approach each client the way they like to be sold. There are those
who like the soft approach, those who want you to get straight to the
point, and those who fall somewhere in the middle.

37
Rule 14
You’ve got to
have a scoreboard!

38
What’s the Score?
Scoreboards and stack rankings are the name of the game. They let
you know whether you are winning or losing. They put you in a
position to make adjustments and achieve desired results.
Top Gun – Having a visible scoreboard brings out the best in your
top performers. They have a mentality of, "I want to know who’s
winning… I want to know who’s got game… I want to be victorious…
In fact… I don’t care about just winning… I want to dominate!"
Important Note: The greatest performers actually want everyone

on the team to be successful… it’s just that they want to be the best-
of-the-best-of-the-best!
When big numbers go up, it gives everyone an opportunity to see

what’s possible!
Beat Your Own Best – I like keeping scoreboards in an Excel file

with each month tracked on a separate worksheet. It allows me to
look back at a month-over-month historical view of performance. I
can track individual and team performance for consistency,
improvement, and recurring trends. It provides us with benchmarks
for what it will take to beat best performances from one month to the
next… and gives us the ability to compare the same time frame year-
over-year.
Coaching Tool – If I were only allowed one tool to track and coach
for sales performance, it would be a carefully crafted scoreboard.
The right measurements drive important discussions, feedback, and
decisions. You can shape behaviors by rewarding results within the
most important measurements.
Of course there will be situations where you have team members who
are struggling. A scoreboard allows them no place to hide. It is a
reality check. Although the numbers are public, leaders must handle
these individual conversations behind closed doors.

39
Projections – Become a master of the scoreboard, and you’ll be an

expert in knowing your business. You know you’re getting good
when your projections are right on target. It allows you to keep your
finger on the pulse, plan ahead, and avoid surprises.
Let’s be up front on this one. Many sales people can be overly

optimistic and give unrealistic projections. A manager who
understands the scoreboard inside and out will quickly be able to tell
whether or not the "numbers jive."
Team Goals – Create an environment where the scoreboard is not

only about individual performance, but also about team performance.
Develop a mentality that thrives on a unified effort to accomplish
organizational goals. Many people will actually fight longer for the
good of the team than they will for their own individual performance.
BEST PRACTICES:
Accuracy is Critical – Make sure the scoreboard is accurate. This is

a non-negotiable. You never want to be in a team or individual
meeting where you are providing coaching and direction on numbers
that are off the mark.
Choose the Right Measurements - This may take some time.

Start with a core set of four or five measurements that you know
have a direct impact on success. You can build slowly from here.
Although you want to create consistency, don't be afraid to change
measurements that are not working.
It’s Not a Huddle Thing – Don’t put your team in a position to

huddle up and individually walk up and write numbers on the board.
It is a waste of time and it doesn’t take long for your team to get
board with this ritual. Have a designated manager or preferably an
administrative assistant that broadcasts the updates for everyone to
access.
40
It’s a Daily Thing – The scoreboard should be updated and sent out
daily. Create an environment where you expect to see the numbers
go up every single day. The longer you wait between updates, the
more room you allow for your business to run at a slower pace.
Work Ahead – Ensure that the scoreboard represents more than just
the current month. I recommend measurements that apply to a
minimum of two to three months ahead. This positions you and your
team to enter each new month with business already on the board!

41
Rule 15
If you are going
to win, Win BIG!

42
7 Essentials for
MASSIVE Sales Success!
Mind: We all know that we produce great results when our thinking is in the
right place. It isn’t hard to see when things are "headed" south. Flip-it-up and
keep your head in the game!
Action: Some people like to "think on things." Mull it over before getting
started. It’s the top-producers that get moving quickly. Champions master the
art of thinking while in motion. Sure… some mistakes will happen in the
beginning, but in time, it becomes an inevitable force of forward progress!
Strategy: When our mind is in the right place, and we are moving ahead
with positive forward action, we quickly begin to understand what works and
what doesn’t. Combine the things that work with the right resources and build a
plan to keep everyone on track.
Season: Develop a belief that you are always "in season." While others base
their success on the time of year, you come up with reasons why you can be
successful year round. Use your strategic plan to stay ahead, and find yourself at
the top month after month… year over year. Remember, your future success
depends on what you are doing right now!
Intentional: Everything you do is for a purpose. As you think through your

daily activities, your sales process, your follow-up strategies, recognize reasons
for why you do it "that way." You will create principles for success that will shape
your behaviors and decisions for life.
Vigorous: So much of our success comes from an ability to remain strong

through adversity. Ironically, it is also important to remain strong through our
victories. In other words, don’t lose focus just because you are winning. Impose
your will and achieve your goals.
Endurance: True greatness is the ability to succeed over a long period of

time. Durability comes with the strength to overcome pain and fatigue. When
other people think that your success is temporary… Show them that your
MASSIVE success is permanent!

43
Thank Your For Being a Part of my
15 Rules
for
Becoming a
Top Producer!
I sincerely hope you enjoyed the book. You
are invited to be a regular visitor on my web
site at SalesBlogcast.com. Become a subscrib-
er, contribute to our Sales & Leadership com-
munity, and in all that you do... strive for
excellence!
Remember to Join our Linked In Group
Follow me on Twitter
Connect with me on Facebook

44
About the Author
Sales
Blogcast .com
Doyle Slayton is an internationally recognized Sales and Leadership

Strategist, Speaker, and Blogger. He is the founder of SalesBlogcast.com,
the online community where business professionals network, share best-
practices, and make each other better!
Some of Doyle’s most popular writings include, Four Disciplines of

Extraordinary Leaders, 10 Things I Love About Cold Calling, Trust and
Credibility, Social Web Your Career to the Next Level, and many more!
Doyle began his career in sports broadcasting where he did play-by-play on

the radio for various high school and college teams. He had to sell
advertising to get his games on the radio. It was then when he realized he
was born to sell!
Throughout his career, Doyle has consistently achieved the #1 ranking

among all producers in the company. In addition, he has held Director level
positions where he has led teams upwards of 25 sales reps. He coached his
managers and his staff to consistently rank among the top teams in the
country.
Doyle has developed numerous business opportunities and established

corporate partnerships with organizations like Southwest Airlines, CitiGroup,
ACS, Alliance Data Systems, NEC, Capital One, Xerox, Haggar, Fossil, City of
Dallas, Internal Revenue Service, FedEx, Trailblazer, Medical City, SBC, AT&T,
and many more!
Doyle received his Bachelor’s from Baylor University and his Master’s from
Syracuse University.

15 Rules For Becoming A Top Producer1

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15 Rules

15 Rules (Quick sheet - Print and post it in your office!)

Success Begins at Home 2

10 Things I Love About Cold Calling 8

Is this a Good Time to Talk? 11

The Effectiveness of Cold Calling… On Foot? 14

Pump Up the Volume! 17

Want Long-Term Success? Build Your Pipeline! 21

Train Your Brain to Think “And” 25

Networking for Results 28

Give Your Prospects a High Five 31

These Leads are for Closers 34

Just Sell Me! 36

What’s the Score? 38

7 Essentials for Massive Sales Success 42

Copyright 2009 by SalesBlogcast.com - All Rights Reserved

You are also invited to subscribe to my blog at

Rule 2: Block out negativity from outsiders.

Rule 3: Crush negativity from insiders.

Rule 4: Learn to love that which produces

Rule 5: Don’t give your prospects an easy out.

Rule 6: Focus on the right activities.

Rule 7: The more, the more!

Rule 8: Your pipeline is your lifeline.

Rule 9: Leave single-mindedness behind.

Rule 10: Cold-calling trumps Networking

Rule 11: Master the art of uncovering needs

Rule 12: Be a hardcore closer without being pushy

Rule 14: You’ve got to have a scoreboard!

Rule 15: If you are going to win, Win BIG!

Copyright 2009 by SalesBlogcast.com - All Rights Reserved

Success Begins at Home

This concept carries a double-meaning. I have included an

1. Make sure you’ve got your own “stuff” together.

2. Make sure everything is strong with your family life.

I was playing with my three year old daughter the

When you are with your wife… treat her like a

In what ways does this concept apply to you?

Copyright 2009 by SalesBlogcast.com - All Rights Reserved

Here is another example. You have always separated yourself by being

Copyright 2009 by SalesBlogcast.com - All Rights Reserved

Copyright 2009 by SalesBlogcast.com - All Rights Reserved

"I am grateful for what I have. I am

What do sales teammates talk about when nobody’s watching?

Here is my challenge. The next time you get sucked in to a

Build an impenetrable force with your success minded teammates.

Copyright 2009 by SalesBlogcast.com - All Rights Reserved

Copyright 2009 by SalesBlogcast.com - All Rights Reserved

10 Things I Love About Cold Calling!

It Works – Cold calling works! It requires skill, the right mental

Efficiency – Think of cold calling as a quick filter. You can quickly

Sharpens Skills – You have to be quick on your feet, maintain

Follow-Up Opportunities – Cold calling creates follow-up

Builds My Pipeline – As a sales person, it isn’t a natural tendency to

Copyright 2009 by SalesBlogcast.com - All Rights Reserved

Multiple Decision Makers – Within seconds, I can try to reach multiple

Copyright 2009 by SalesBlogcast.com - All Rights Reserved

Copyright 2009 by SalesBlogcast.com - All Rights Reserved

Is This a Good Time to Talk?

I recently had the privilege of listening to sales people share best

Reasons why I wouldn’t use this technique:

Using this technique as an appointment scheduling tactic: