Ninja Selling: Subtle Skills. Big Results.

A book by Larry Kendall “Ninja Selling: Subtle Skills. Big Results.”


A proven sales system

Larry Kendall is a founding partner of The Group, a real estate company with 200 sales associates, and he’s the creator of a sales training system called Ninja Selling, with more than 50,000 graduates.

In his book “Ninja Selling”, he explains what’s wrong with traditional, pushy sales techniques, tries to change your mindset from selling to problem solving, and gives away his step by step sales system.

Self mastery is critical

The first part of the book is about self mastery: learning how to manage your energy , minimize distractions, and focus your efforts on what truly  matters.  Most successful people have morning rituals to help them get in the right mindset. They may listen to calming music (d), meditate, or write down what they’re grateful for. Try a variety of rituals and find what’s working for YOU!

Become a trusted advisor

Now that you’re ready to take on the world, you want to change HOW you’re perceived: from salesman to trusted advisor.  How can you do that?  Start by connecting in person and asking the FORD questions.  Learn about your prospect’s Family, Occupation, Recreation, and Dreams.  That’s how you reveal their underlying pains and challenges.

That knowledge is power. Because you can use it in order to craft a compelling message that differentiates your offering from the hundreds of other solutions out there.  So… what can you do differently than competitors, what higher level of service can you offer that addresses your prospects’ underlying pain point?  And then, how can you solve it?

Here’s an example

Let’s say you’re a corporate videographer. You can say you make your clients look good… but that’s what everyone says.  What if you said that you’re partnering with professional actors to give your clients tips on how to look great on camera? That’s pretty unique and hits many people’s deep insecurity of getting in front of a camera.

But that’s not enough… you have to stay in their flow. Once you’ve established yourself as a trusted advisor though, your work isn’t over.  Because your prospects often don’t buy right away, and they soon forget.  So you want to get on – and stay on – their radar.  That’s what it means to get in your prospects’ flow.

How to get in your prospects’ flow

You want to create 8 touch points in a span of 8 weeks in order to cement a relationship.  Maybe you have put together a very interesting research report you want to share, or you found a book and selected passages that would be very relevant to them, or you’d like to take them to lunch and introduce them to a valuable contact from your network.

Stop selling… start solving problems!

The bottom line is: you have to stop selling, so you’re not one of thousands who’re banging down your audience’s doors.  Ask the right questions, listen to identify the underlying pain points (d), use that knowledge to refine your offering and craft your messaging so it resonates, and then make sure you stay in your audience’s flow. Create value for them and forget about closing the sale.  Make THAT a habit, and you’ll see how things will come back to you tenfold!

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Larry Kendall author

Larry Kendall

Book Author

Larry Kendall holds a master’s degree in Business Administration from Kansas State University and is one of the founding partners of The Group, Inc., a real estate company with two hundred sales associates and six offices in Northern Colorado. He is the creator of Ninja Selling, a sales training system with over fifty thousand graduates in the US, Canada, and Spain.
Larry’s mission is to help people bring out the best in themselves and their organizations. He lives in Fort Collins, Colorado with his wife, Patricia.

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