Sell It Like Serhant Book Summary
Sell It Like Serhant Book Summary
Selling is fun—no matter what you sell.
And a lot of stuff is being sold everywhere. EVERY. SINGLE. DAY. You
might as well be the one selling too. After all, if kid Ryan who couldn’t
walk down the hall at school without being bullied can now sell $60
million every month (actually $101,861,229 last month, but who’s counting?)
1 . The Birth of a Salesman
Serhant Secret #1
The secret to your success will be revealed in hindsight. You won’t recognize it until you’ve already lived it.
Most people hit a bump along the way and they think,
Okay, it’s all over for me!, but that’s not true. If you are committed to
being successful no matter what, those bumps don’t matter—you’ve
decided on your final destination and you’ll do whatever it takes to get there.
Sales is like a race, except no one is going to tell you what kind of race
it is until that gun goes off. As you start to sell more, it becomes clear that
success is about how hard you work—it’s about your endurance, it’s about
your ability to sustain a lot of balls
Serhant Secret #2
Choose success first, no matter what—then back yourself into a career.
THE SIX RULES TO MORE SALES
1 . Never hyper-focus on one ball. You do not live or die by one sale.
2. You never wonder, “What’s next?” because your next deal is already in the
3. You are surrounded by opportunity—making contacts, gaining referrals,
generating new business, always reaching for new balls.
4. You know that it takes as much energy to manage one ball as it does four, five, or even six.
5. You control the flight path—you know which balls to handle first, which ones to deal with quickly, and which ones require more time and attention.
6. You don’t blindly toss balls in the air. You care about where each one lands.
Know what your motivation is. Connect with that one thing that
motivates you from deep in your core. It can be life-changing. It’s not
enough to say, “I want to be awesome and make a lot of money.” Who
doesn’t want that? Think about what really pushes you to work harder and
do better. What motivates you so deeply that it can provide you with that
extra boost of power to send your career into overdrive? Don’t let what
scares you keep you up at night; make it push you to reach an insane level of success instead.
2. The Power of Yes
Serhant Secret #3
Never underestimate the power of a face-to-face meeting. Sometimes emails and texts are not enough to get a deal closed.
Serhant Secret #4
Closing a deal means keeping your ego in check at all times.
Serhant Secret #5
There will be an objection with almost every single sale. The goal is to turn negatives into positives.
Saying YES = Selling More. Don’t be afraid to say yes, even if you’re not sure what
you’re doing or where to start. You’d be surprised how many salespeople say no to an
opportunity just because the idea of stepping into uncharted territory makes them
uncomfortable. Saying yes gives you an enormous advantage over your competition. But
I understand how terrifying it can be to say yes: I’ve said yes to many opportunities and
those that frightened me often turned out to be the most rewarding—financially and
emotionally. Don’t forget you have the power to figure things out. And if someone thinks
you’re crazy for saying yes? Even better! They don’t have the courage to do what you’re doing.
Remember that getting to YES can mean:
Playing by someone else’s rules.
Learning to quickly turn negatives into positives.
Keep building your confidence.
An improv class can give you an edge—it’s a secret sales weapon.
Your confidence will build with each risk you take.
3. Work for the Deal
Serhant Secret #6
People don’t like being sold, but they love shopping with friends
Serhant Secret #7
Connection first, product second
Serhant Secret #8
Social currency matters. The more people you meet, the more business you’ll do.
Serhant Secret #9
Don’t always sell the most expensive product
Serhant Secret #10
You can’t negotiate with someone’s wallet, but you can negotiate with their feelings.
Salespeople are always making connections—they are ready to talk to people in line at
stores, at parties, on the street! Just about anyone in the world is a potential client.
Connections must be genuine and sincere:
Sales isn’t about delivering a line; it’s about making meaningful connections.
Think of talking to new customers as just talking to new friends.
A successful salesperson works for the deal:
You are not a used car salesman. Used car salesman are aggressive and pushy; they
work for the sale.
You are not a tour guide. Tour guides just point to things; they work for the client.
Salespeople who close deals:
- Are relentless.
- Have empathy.
- Are patient.
- Bring value.
- Have respect.
4. The Master of Follow-up
1 . Never expect people to get in touch with you.
2. Follow up until you get a YES or you read their obituary.
3. Follow up with active clients every. single. day.
4. Follow-up is smacking the ball—it’s the first step.
5. Do what you say you’re going to do.
6. Create accountability if you need to.
7. Never forget you don’t just have clients; you have relationships.
8. Follow-through drives the ball where you want it to go.
9. Keep in touch with past clients.
1 0. The relationship does not end at the closing.
1 1 . Touch base with clients you lost.
1 2. Follow-back is your opportunity to get the ball back into play.
5. The Seven Stages of Grief Selling
THE SERHANT WAY
Understanding and learning to identify the seven stages of the sale will not only help you
close deals faster, but it will make your life much easier.
1 . Excitement: Wow, I love this. I’d better get ready because my life is about to change.
2. Frustration: Wait! I can’t control every part of this; who can I take out my frustrations
on? I know! The guy who is selling me this suit, car, refrigerator, or engagement ring!
3. Fear: What if I find something better? What if there is a better deal to be had? Is this
the best thing for me?
4. Disappointment: I did it. I spent all that money. I know I could have done better.
5. Acceptance: Well, hell. I did it. Life is short.
6. Happiness: Actually, this is going to be awesome! I’m happy about this.
7. Relief: I’m so glad that’s over! It was definitely the right thing to do!
THE SERHANT TOOL KIT OF EMOTIONS
Empathy: “We’ve all been there.” Put yourself in their shoes.
Assurance: “We are in this together.” Reassurance that you are in it until the end.
The Three P’s
Push: Gentle prodding
Pull: Gentle taking away
Persist: Consistent reminders that this is the best product.
The Element of Surprise
How can you present the information in the best light? Make a positive sandwich. Stick
the negative between two pieces of positive. Sure, the negative is the real meat of the
sandwich, but you can’t get to it without biting into the delicious positives first.
What actions can you take to surprise clients with your dedication?
Serhant Secret #13
Your morning should always start the night before. Wake up knowing exactly what
your day entails and what challenges you are facing.
Serhant Secret #14
Don’t be afraid to push yourself to take on more. If you’re the one who creates the
chaos, then you can control the chaos.
6. You Need to Get FKD
The Finder is the CEO who makes decisions about how to steer the business forward.
The Keeper is the CFO who makes decisions about the financial profile of the business.
The Doer is like a soldier—carefully executing all the work that leads the business to Victory
7. The Four Tenets of Work
Tenet #1 : The Why: Why do you do what you do?
Tenet #2: The Work: What do you do every day to expand your business?
Tenet #3: Your Wall: What are you running from?
Tenet #4: The Win: What are you doing this all for?
8. Be the One Who…
Don’t be afraid to inject creativity and fun into your pitches. Using creativity and stories to
sell your product is an excellent tool that will give you a unique edge over your
Crafting a Creative Pitch: Three Easy Steps
1 . Identify the challenge.
2. Dig In: What’s the history of your product? Or, how is your product produced?
3. Plant the Seed: Grow the nugget of information into a pitch.
Be the One Who: Every Salesperson Needs a Hook
1 . Establish Your Base Camp: Create a Hook and Get Ready to Climb
2. Go with the Wind: Be Flexible
3. Shout It from the Mountaintop
4. Climb Higher: Don’t Look for the Business You Already Have
5. Embrace Longevity: Enjoy the View from the Top
Using Your Creative Side to Close a Deal
1 . Listen carefully and observe.
2. What’s the icing on the cake?
9. How to Fail Smarter
Balls will always fall. That’s okay—sometimes there’s nothing you can do. But
incorporate these simple techniques into your sales practice to maximize your chances
of keeping them up in the air.
Negotiating Tactics to Help Keep Your Ball in Play
Bridge the gap.
Play the fears.
If you’re dropping a lot of balls, you need to do a self-check. Are any of the following
Common Reasons Balls Get Dropped
1 . Failure to communicate.
2. You’re replying, not responding.
3. You’ve set unrealistic expectations.
4. You don’t know your shit.
5. Your approach is stale.
6. You’re overly focused on the money.
Just don’t quit. But in case you are thinking about it (but don’t)…
When You Feel Like Quitting, Ask Yourself:
Are you setting reasonable expectations?
Is inaction stressing you out? Remember your Why.
When is the last time you gave yourself a reward?
1 0. Do It Right NOW
THE SERHANT WAY
Never forget that fences are penetrable—they’re not walls. There is always a way to get
to the other side. A wall is something your back is up against. A fence is a mere
There Is No Fence That Is Too Big for You to Get Over
Fence #1 : How Do You Make Yourself Stand Out?
Offer a unique promotion.
Use your sphere of influence to distinguish yourself.
Fence #2: I Don’t Have Enough Money to Invest in My Career.
Social media—it’s free.
Perfect your F-3, the follow-back.
Practice your craft.
Fence #3: How Do I Incentivize Myself to Reach My Goals?
Cut out the net.
Plan a trip.
Do the Important Things First
Don’t wait for perfection to become an amazing salesperson.
The amount of business dictates the need for a team.
Follow the Four E’s: Energy, Enthusiasm, Endurance, and education (aka the Little E)
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