Bill Guertin | 800 Pound Gorilla Blog on SalesGravy.com

The promise of a “great deal” or a “one-time-only opportunity” is an age-old advertising message that gets everyone’s attention, even in the world of sports tickets.  But is “the deal” what people really want, or is it something else?

We’ve all bought a cheap pair of shoes, a shirt, or a bargain electronics item, and soon after we bought it we were sorry we did.  You know what I’m talking about.  Just look in your closet for that shirt you bought for peanuts that you’ve never worn.  Ever.

Let’s say you’re shopping for a new car, and you don’t have a lot of money.  Your intention might be to be frugal – to get the most car you can for the least amount of money.  That’s your intention.

The reality is that for most of us, the bells and whistles on a car look and feel great.  It’s hard to resist those little extras you weren’t prepared to pay for, but now seem like a shame to turn down.  Those leather seats sure feel nice.  The satellite radio is sweet, and it’s only, like, $199 more, and the service is free for a year.  The towing package would could in handy for those used jetskis you’ve been looking at.

Your intention was to be frugal, but the reality is that we all want the best that we can reasonably afford.

That’s the magic concept.  We all want the best that we can reasonably afford.

So the question is: What becomes “reasonable,” and when?

That’s where we come in.  Our job as a professional sales rep is to help build the “reasonable” value case on behalf of the buyer.

What would make ownership of your product or service more valuable?  What is the combination of benefits that make your more expensive options more “reasonable” to your prospect than your loss-leader package?

As a sales rep, we really have two jobs.  One is to sell the prospect on the IDEA of our product.  (If they’re calling you, this step may already be accomplished.)  Once the idea is fully connected in the brain of the prospect, the second job is to build the VALUE of the purchase that the prospect can reasonably afford, relative to his or her tastes, wants, and budget.

Not everyone will find your super-special lowball-priced item to be what they really want.  Don’t just sell them what they’ve asked for; have the guts to ask the right questions to determine if the prospect is a legitimate candidate for the super-special deal.  You may find that the benefits of your higher-priced inventory are indeed more “reasonable” for them.

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-  Want to know the four qualifying questions I train to find out whether or not the lowball package is right for your prospects?  Just E-mail me at bill@The800PoundGorilla.com with the words “FOUR QUESTIONS” in the subject line, and I’ll send ‘em right to you… and to learn more about my 3-day “Sales Dominance” program for sports ticket sales executives, click here.

Bill Guertin is CEO (Chief Enthusiasm Officer) of The 800-Pound Gorilla, a dynamic sales training and consulting company whose list of blue-chip clients includes the ticket sales departments of dozens of teams from the NBA, NFL, NHL, Major League Baseball, and Major League Soccer.  He is the author of the Gold Medal-award-winning book Reality Sells, and The 800-Pound Gorilla of Sales: How to Dominate Your Market.  Subscribe to his Sports Ticket Sales Newsletter at www.The800PoundGorilla.com, or follow Bill on Twitter at www.twitter.com/800poundgorilla.

In a time where jobs are scarce and cutbacks are the rule, one organization has taken steps to create jobs and opportunities for success.

The Major League Soccer National Sales Center is located in Blaine, MN, on the campus of the National Sports Center, the epicenter of many major youth and college-level sports tournaments throughout the year. Launched in mid-2010, its intent was to take 10 to 12 brand-new sales rep candidates at a time and turn them into road-ready salespeople over a 9-week period of intense, specific education in ticket sales for MLS teams.

“So far we’ve had three separate groups through the NSC, and all 31 candidates have found employment with an MLS team,” beams Bryant Pfeiffer, MLS’ Team Liaison and VP, Club Services, and the driver behind the National Sales Center. “We’re creating fully-trained salespeople for our member soccer clubs to hire.”

The NSC is a brand new concept within professional sports. “There have been sales training programs within individual teams, and some companies who do outside sales training, but from our research there’s never been a league-wide effort to organically grow their own sales talent for all its teams to benefit from,” says Pfeiffer. “So far, the candidates have been outstanding, and the teams that have hired NSC candidates have been thrilled with the results.”

Pfeiffer works closely with NSC Director Brett Zalaski, who conducts the 9 weeks of training for each class. As a part of the curriculum, candidates place live sales calls on behalf of several current MLS teams, so they’ve already had a realistic taste of what’s to come when they’re hired in a team selling environment with clubs like the Houston Dynamo, San Jose Earthquakes, Los Angeles Galaxy, or any of the 18 teams in the league.

The program is free to participants that are selected, and each student is conveniently housed in the dormitories on the National Sports Center campus, which gives the program a college-like feel. “We believe that students that grow close to each other in this 9-week class will stay connected, even when they’re hired by teams in another part of the country,” says Pfeiffer. “Those connections will help them succeed even more quickly.”

Pfeiffer has brought several unique ideas into the Sales Center, including working with a local improv comedy company in Minneapolis called the Brave New Workshop to help train their candidates in selling. “There’s a huge overlap in the principles of sales and improv comedy,” explains Pfeiffer. “We’re teaching skills that successful improv comedians use to help our reps be more successful in dealing with unfamiliar situations, accepting rejection, and thinking on their feet.”

As difficult as it has been to grow ticket sales in all major sports, Pfeiffer believes the National Sales Center gives Major League Soccer’s teams a leg up in improving their sales results. “We’ll know for sure several months from now, when the sales results from our first class can be compared to other sales reps hired from other sources, but so far the results have been great.”

Thinking of investing in sales training? Those who are thinking ahead certainly are.
Find out more about the National Sales Center at http://www.youtube.com/watch?v=SgXjHuSD5kE .

It’s been called the ultimate prize in sports: six NBA teams have a final chance to make their best presentation to the most talked-about potential employee on the planet.

LeBron James, arguably one of the most talented basketball players in NBA history, will be officially courted tomorow by six hand-picked teams. The winner will enjoy an abundance of positive karma, including ticket sales and worldwide legitimacy as an 800-Pound Gorilla — a dominant team — in the NBA.

If you were a member of one of the NBA teams’ negotiators, how would you go about preparing and presenting your “sales pitch” to LeBron?

Here would be my suggestions, which are applicable to any selling situation:

1. Do Your Homework. Money aside, what does LeBron really want? What are his priorities when considering a new team? Is it the head coach? The front office staff? The current players and their ability to win a championship with the addition of his talent? How about the home town and the lifestyle it affords? Find out. Ask around. Not just to LeBron himself, but to those who know him well.

2. Offer Something Unique. Think creatively. What could you offer that would surprise and delight someone like a LeBron James? How about a guarantee of a bronze statue in front of the stadium? A joint venture marketing deal that’s so juicy it’s impossible to pass up?

3. Be Clear About What You Offer, and What You Don’t. As a part of the committee that brought the Chicago Bears’ training camp to my home town of Bourbonnais, IL, I wwas struck by how different the Olivet Nazarene University proposal was from the rival community’s university host. The competition offered them a blank check — literally any kind of parties and events they wanted to throw. No limits. Do what you want to do; we’re behind you all the way. The counter-proposal we offered was much different; it listed the things the Bears would have to abide by in order to come to their campus — No tobacco, alcohol, or swearing. Family-friendly to the max. It was exactly what the Bears were looking for — structure and accountability to family-conscious fans.

That’s what I’d prepared for LeBron… and what you can do in your presentations as well.

– Bill Guertin is CEO (Chief Enthusiasm Officer) of The 800-Pound Gorilla, a dynamic sales training and consulting company and author of the brand-new book, The 800-Pound Gorilla of Sales: How To Dominate Your Market, now available from John Wiley & Sons. Find more articles and valuable information at www.The800PoundGorilla.com, or follow Bill on Twitter at www.twitter.com/800poundgorilla.

Check out his Sports Ticket Sales Newsletter here: http://tinyurl.com/35sanf4

I’ve been fascinated by the fan base that Lady Gaga has created in a relatively short span of time.  Do you think, however, that those who are at the top because of their shock factor soon run out of material, and then do something really stupid out of desperation for more attention?

Such must have been the case at the New York Mets game recently.  For those who haven’t heard, Lady Gaga was escorted out of Citi Field for her shenannigans during a Mets home game while wearing the sum total of an unbuttoned Yankees jersey, bra and panties. 

And the most puzzling thing of all?  She got mad because people were taking her picture.  (Hello?)

There’s no doubt that Lady Gaga has become a dominant player — an 800-Pound Gorilla — in the entertainment field.  She’s selling out big concerts nationwide, she’s getting lots of press, and her “Little Monsters” fan club has strength in numbers.  But the way she’s positioned herself, an act like Lady Gaga has to continually reinvent herself to remain on the bleeding edge of being interesting. 

What if she were to concentrate her efforts on her TALENTS, her STAGE SHOW, and her STAYING POWER in the industry instead of her antics outside of her performances?  Where would she be 10 years from now?  I believe she’d have a much better chance of being at the top year after year, instead of the papparazzi’s flavor of the month.  

If you’re in business, avoid what you see in Lady Gaga like the plague.  Outrageous gimmicks may attract attention once, but the energy it takes to keep that audience glued to you isn’t worth it.  Why not take that energy and get really, really good at what you do instead?  Read the stories of other business successes and emulate their creativity and innovation.  Study the crafts of selling, marketing, and customer insistence.  Do the things that don’t take the spotlight, but earn business long-term. 

If you’d like to know what I’m reading right now, send me an E-mail and I’ll let you know.  (You’ll find it quite interesting.)

– Bill Guertin is CEO (Chief Enthusiasm Officer) of The 800-Pound Gorilla, a dynamic sales training and consulting company and author of the brand-new book, The 800-Pound Gorilla of Sales: How To Dominate Your Market, now available from John Wiley & Sons. Find more articles and valuable information at www.The800PoundGorilla.com, or follow Bill on Twitter at www.twitter.com/800poundgorilla.

Check out his Sports Ticket Sales Newsletter here: http://tinyurl.com/35sanf4

This past week we bought a new desk chair for my son, Tyler. I wanted to get one that was pre-assembled, but there were none available, so Dad had the chore of putting the chair together from the box.

I’m not what you’d call handy when it comes to assembling things around the house, so as I started the chore of unpacking the box, I noticed a long packet of what looked like black pouches on a section of plastic weight belt attached to the inside flap. I ripped it off the cardboard flap, and lo and behold, it was the prepackaged and labeled hardware, together with the instructions for the assembly job.

The system was ingenious. Each plastic pocket in the long strip of sealed plastic was numbered, and coincided with the step-by-step instructions inside, just so I wouldn’t be confused as to which bolts went on which part of the chair. The instructions, which also had their own sealed plastic pocket, were written in a fun, easy-to-follow way.

The inside front cover of the instruction book read:

“Staples is leading the way in taking some of the stress and frustration out of chair assembly. More logical instructions – you’ll have the right amount of detail you’ll need for an easy assembly. If you’re confused during any step, just call the number located at the bottom of the instructions pages. You’ll get help from a friendly representative.”

I didn’t need to call the number. The chair was fully assembled in under 10 minutes, which set a new Guertin household record.

Staples’ marketing tagline is “That Was Easy.” Throughout the entire process, Staples brought their tagline to life for me. It really WAS easy.

Here’s my question to you: How can you do the same thing with YOUR tagline?

Are you living up to what your marketing slogan says? Are your skies really friendly at your airline? Are your customers truly lovin’ it at your restaurant? Does your rental car company genuinely ‘pick you up,’ both physically and mentally?

Part of the dominance that Staples enjoys in the office supply business is due to the fact that they’ve found ways to bring their tagline to life for their customers.  They’re an 800-Pound Gorilla in their category, and they’re doing it with innovations as simple as making sure their instructions mirror their attitude.  They’re living their message. 

In what ways could you do that too?

– Bill Guertin is CEO (Chief Enthusiasm Officer) of The 800-Pound Gorilla, a dynamic sales training and consulting company and author of the brand-new book, The 800-Pound Gorilla of Sales: How To Dominate Your Market, now available from John Wiley & Sons. Find more articles and valuable information at www.The800PoundGorilla.com, or follow Bill on Twitter at www.twitter.com/800poundgorilla.

Check out his Sports Ticket Sales Newsletter here: http://tinyurl.com/35sanf4

There is documented proof in the value of having someone in our lives to give us a gentle, continual push in the right direction.

We know we’re supposed to exercise. Some of us do, and many don’t. Only 48% of Americans say they meet what the federal government says is the minimal amount we ought to exercise each day – 30 minutes – and the actual percentage is thought to be much lower than that. Everyone understands that exercise is good for them, but over half of Americans don’t do it.

Stanford University set out to determine what it would take to motivate the average slug to get up off the couch. Their 3-year research study found that after an introductory session to the benefits of regular exercise, those who received regular, continual phone reminders to exercise produced 78% more exercise minutes per week; those that didn’t get the reminder calls after the education increased their exercise level only 28%.

In the May 18th Wall Street Journal story citing the report, author Kevin Helliker notes that there is a “growing body of research that shows that small amounts of social support, ranging from friends who encourage each other by email to occasional meetings with a fitness counselor, can produce large and lasting gains against one of America’s biggest health problems – physical inactivity.”

We in the sales world know that this is also true in our professional lives, don’t we?

We complain about our managers always riding us about this and that. Call reports, activity monitors, blah blah blah. Why do we need all that?  Do they think we’re babies? Do they not think we can think for ourselves? Do we always have to be watched like a hawk just to make sure we’re supposedly doing what we’re supposed to do?

YES.

“When you knew you were going to have to report back on what you had done, it motivated you,” said Ruthanne Lowe, a 66-year-old member of the Stanford research study who was called regularly and quoted in the WSJ article. “I’m doing more exercise than I ever did in my life.”

Want to make more money as an 800-Pound Gorilla salesperson? The one who dominates others, the one who strikes fear in the hearts of the competition, and who turns in monster orders time after time?

Find a real manager… someone who is willing to invest the time to watch over you.  It works.

– Bill Guertin is CEO (Chief Enthusiasm Officer) of The 800-Pound Gorilla, a dynamic sales training and consulting company and author of the brand-new book, The 800-Pound Gorilla of Sales: How To Dominate Your Market, now available from John Wiley & Sons. Find more articles and valuable information at www.The800PoundGorilla.com, or follow Bill on Twitter at www.twitter.com/800poundgorilla.

Check out his Sports Ticket Sales Newsletter here: http://tinyurl.com/35sanf4

My 17-year-old son and I enjoy a good spirited conversation.  We go back-and-forth with voices raised, making fun of each other’s position and building in volume, smiling all the way up the decibel meter until one of us either gives up or the other proves his point beyond a reasonable doubt.   Most often it’s about his schoolwork (which I usually win), or sports (which he often wins).   Our most recent conversation, however, ended in a draw.

The NCAA mens’ basketball tournament is a  hot topic at our house.  We love all the matchups and close games of the first weekend, and the #1-seed Kansas vs. #9 Northern Iowa game on Saturday was our latest subject.

With 45 seconds on the clock, Northern Iowa was clinging to a 2-point lead.  Moving down the court, the UNI offense got the ball downcourt quickly.  Almost too quickly.

Ali Farokhmanesh, UNI’s 6-foot shooting guard, found himself with the ball wide open for a 3-point shot with 37 seconds left.  Just him.  No one else from his team was even close to the basket, and the two Kansas defenders were more concerned about the area near the basket, not even bothering to pressure him or get a hand in his face.

With all that time left on the clock, no right-thinking coach in the world would have advised him to take that shot.  Kansas is just too good of a team, and if he missed, they would surely bring it downcourt and score with the time that would be left.  Besides, Farokhmanesh had missed his last 7 shots from the floor.

But this was the same Ali Farokhmanesh that two days ago had drained a 25-footer with 4.9 seconds left to win the game that had brought them here.  Ali eyed the basket, spotted up, and fearlessly let the 3-pointer fly.

The shot sailed through the hoop, sealing the win and vaulting Northern Iowa to the biggest upset in the tournament since #1 seed Kentucky’s loss in 2004.

“There’s no way to justify taking a shot like that,” Ryan argued.  ”It was the stupidest decision he could have possibly made in that situation.”

“But he made it,” I argued.  ”Doesn’t the outcome justify the decision?”

“Not at all!”  Ryan shot back.  ”It’s still a stupid decision!”

“So, you wouldn’t reward him for taking a risk and succeeding?”

“It doesn’t matter whether he made it or not.  It was still a stupid shot to take.”

Throughout human history, bold individuals have taken what would have been called “stupid” risks and succeeded.  Columbus, Washington, Lincoln, Edison, Marconi, Wright, Earhart, Goodyear, Gates, Dell, and others were at one time considered crazy for trying something that others considered out of order with the thought process of the day. 

The 800-Pound Gorillas of our world — those who are considered the dominant players in the markets they serve — have each taken enormous risks on their roads to success.

If you wish to become the 800-Pound Gorilla of whatever it is you do, my advice is to study those who blaze a trail that others have questioned.

In other words, be the Ali Farokhmanesh in the sea of basketball players.  Take the shot… for therein lies the greatest opportunity for a satisfying victory. 

Got a different opinion?  Let ‘er rip.  Post your comment below.

– Bill Guertin is CEO (Chief Enthusiasm Officer) of The 800-Pound Gorilla, a dynamic sales training and consulting company and author of the brand-new book, The 800-Pound Gorilla of Sales: How To Dominate Your Market, now available from John Wiley & Sons. Find more articles and valuable information at www.The800PoundGorilla.com, or follow Bill on Twitter atwww.twitter.com/800poundgorilla.

It’s Sunday, February 20th, and there’s less than a minute to go in an incredibly intense Olympic hockey game in Vancouver, Canada. The home Canadians, expecting no less than gold in their home Olympics in their national sport, are up against a strong Team USA. Both teams are made up of National Hockey League players, putting on the colors of their respective countries, but rarely are these players this intense.

Sidney Crosby, the poster child of Canadian talent and high hopes for Team Canada, had just made it close by netting a goal with just under four minutes to go. With the score 4-3, the Canadian coach chooses to pull the goalie to bring on a sixth attacker in the offensive end of the ice, increasing their chances of scoring a tying goal. Without a goalie, however, the Canadian net is unattended.

With six vs. five, the Canadians put even more pressure on the USA defense. But somehow, Ryan Kesler of Team USA gets the puck and gets it to teammate Zach Parise, who caroms it off the boards toward the Canadian zone and the empty net.

Kesler, seeing an opportunity, sprints toward the puck in an all-out footrace with Canada’s Corey Perry. Kesler is two steps back, and seems to have no chance at getting to the puck in time.

But somehow Kesler closes the gap, and in a desperate, athletic move, lunges his stick ahead of the surprised Perry to touch the puck.

The stick of Kesler magically redirects the puck toward the empty net. As both players get tangled up with each other and end up in a heap on the ice, sliding into the boards, the puck barely clears the inside of the right post. It’s a goal for Team USA, putting them up 5-3 and shutting the door on the Canadians.

Sometimes our efforts seem futile, as if there’s no way our hard work will possibly pay off. But if we approach our goals with the sheer will and tenacity of a Ryan Kesler, we will indeed have a shot at success, even if it is a long shot.

Here’s to the Ryan Keslers of the sales world, training hard and doing what it takes to improve, for that moment when the puck is moving in the right direction — and they’re in position to score the goal.

– Bill Guertin is CEO (Chief Enthusiasm Officer) of The 800-Pound Gorilla, a dynamic sales training and consulting company and author of the brand-new book, The 800-Pound Gorilla of Sales: How To Dominate Your Market, now available from John Wiley & Sons. Find more articles and valuable information at www.The800PoundGorilla.com, or follow Bill on Twitter atwww.twitter.com/800poundgorilla.

When I was in deep trouble as a kid, my parents would confront me by asking the most incriminating question possible, and then top it off by disarming me from any form of explanation. I would begin to answer their question, and they’d put their hand up and say, “All we want to know is: Did you do this, yes or no?”

“But Mom, there was this… ”

“YES… OR… NO?” they would insist, eyes glaring  into mine.

I hated that question. I knew they were right in asking it, because they knew I would have some wild story that would somehow justify my bone-headed mistake.

Apparently Mark McGwire’s mom and dad raised him differently.

Mr. McGwire, owner of several major league baseball records, including the iconic record of most home runs in a single season, didn’t just confess to us that he took performance-enhancing steroids during his pro career; he went into a long, drawn-out diatribe of why he did it.

“The only reason I took steroids was for health purposes,” he said in an exclusive hour-long interview with TV sports journalist Bob Costas. “I was frustrated by injuries that weren’t healing properly,” he claimed. “The pressure to perform was enormous.”

Once the 800-Pound Gorilla of baseball’s power hitters, McGwire retired under a cloud of doubt and silence in 2001 as rumors of steroid use in baseball began to surface. “It doesn’t feel good to hear teammates walk by and say, ‘Oh, he’s injured again,’ McGwire admitted to Costas in between Kleenexes. “The wear and tear of 162 ballgames a year, year in and year out, was incredibly difficult.”

But, amazingly, during the interview, McGwire insisted that his taking of the illegal substances did not enhance his performance. “It was purely medicinal,” claims the now-remorseful slugger. “I’ve always had bat speed. I just learned how to shorten my bat speed. I learned how to be a better hitter.”

And we’re supposed to believe that your transformation from skinny first-baseman to power slugger had nothing to do with your wonder drugs?

“A pill or an injection cannot help you with the hand-eye coordination it takes to hit a baseball,” he postured to Costas during the interview. “There’s not a pill in the world that can help you to hit a baseball.”

Says who? You? The one without a medical license? The one that refused to come clean in front of Congress because your lawyers couldn’t make a deal with the prosecution to let you off the hook?

Yes, Mark, we’re all curious as to why you did it. But we’ve long since figured it out; your reasons are as insincere as your attempt to come clean at this exact moment – five years to the day of the filing of charges against you, because the Statute of Limitations allows you the immunity from the law you so fervently desire for yourself.

Setting the record straight? Is that what you’re doing, Mark? Seems to me like you’re saving your own butt – and raising more questions in the process.

As business owners, entrepreneurs, and sales professionals, here’s what we can take away from the Mark McGwire debacle:  If you do something wrong, be man (woman) enough to come clean about it in the right way. Insincerity in any form leads to more damaging results than the truth will ever do. And even if the truth does hurt, the ramifications may be less severe, and you’ll still have the respect of those who forgive the honest.

It’s too bad Mark McGwire’s mom wasn’t doing the interview.  I can just hear her now:

“Mark – MARK!  Shut up, Mark!  All we want to know is… Yes or No?”

– Bill Guertin is CEO (Chief Enthusiasm Officer) of The 800-Pound Gorilla, a dynamic sales training and consulting company and author of the brand-new book, The 800-Pound Gorilla of Sales: How To Dominate Your Market, now available from John Wiley & Sons. Find more articles and valuable information at www.The800PoundGorilla.com, or follow Bill on Twitter at www.twitter.com/800poundgorilla.

2009 will go down in history as the month that Tiger Woods became the 800-Pound Gorilla of the media in something other than golf. The most shocking thing about his fall from grace is that this sort of behavior from the ultra-successful has become almost predictable.

My wife once worked with very powerful developers of high-rises in the United States, mainly the Midwest. These were people who dealt in eight and nine-figure numbers daily, with huge risks on every project – and huge successes if they bet correctly. Because of Sherri’s position, I had the chance to get to know them on a level that few others did.

What I found was that these high rollers were always on the lookout for the next big challenge in every facet of their lives. Whether it was skydiving, baccarat, dangerous recreational drugs, or hitting on others’ wives just to see if they could get away with it, these were very powerful people that had to push the envelope in whatever they did. Their work lives were so borderline dangerous, their personal lives had to struggle just to keep up.

And I thought back to those days when I recognized the similarity they have to many of the celebrities, Ponzi schemers, and top sports figures that have fallen in 2009.

To them, being at the pinnacle of their game, there is a hunger to achieve something else in their personal lives that needs to be equally challenging. They’ve tasted the adrenaline rush of supreme victory in their careers, and their home lives are boring in comparison. So they spice it up – because others do it around them, because they can afford it, and most importantly, the temptation to achieve a sordid, secret personal victory on the other side of their lives is overwhelming.

“What can I get away with?” they begin to ask themselves, and start doing things that give them the same sense of danger, thrills and excitement they experience in their day jobs. They can afford to buy the necessary cloaks of secrecy they need to keep their dirty deeds under wraps. And so they go about building their skyscrapers, running their investment funds on Wall Street, and winning their green jackets in the light of day.

It’s the blessing and the curse of success.

As you contemplate the past year and look ahead to how you can be a more dominant player in 2010, I hope you’ll discover success in whatever way “success” is defined for you; that you’ll savor the joys of new accomplishment; and that you’ll recognize and resist the Big Lesson of 2009: that new temptations almost always come with the territory.

– Bill Guertin is CEO (Chief Enthusiasm Officer) of The 800-Pound Gorilla, a dynamic sales training and consulting company and author of the brand-new book, The 800-Pound Gorilla of Sales: How To Dominate Your Market, now available from John Wiley & Sons. Find more articles and valuable information at www.The800PoundGorilla.com, or follow Bill on Twitter at www.twitter.com/800poundgorilla.