The Mentor Teaches the G.U.T.S. Selling Method © - A Business Novel {EXCERPT}

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The Mentor Teaches The GUTS Sales Method©
The Monday Morning Sales Meeting
Oh Gawd, Leo exclaimed, how the hell am I going to stay awake for another one of these boring things? He decided that rather than fight the feeling of sleepiness, he would give in, place his head on his arms and try to catch a few winks; after all, he was in the back of the large meeting room and who would notice?
It’s 9:00 AM on Monday and as is the company's custom, the usual sales meeting is called to order by 5 foot 2 inch Johnny T. Greed, the National Sales Manager for Excelsior, Ltd. He is also known unofficially as the tormentor. Leo Silver, the northeast territory salesman has been attending the same useless rah rah sessions for 3 years and the meetings are always the same. Treat the top sellers like they were royalty and then crap all over the rest of the sales staff.
Johnny marched into the room shaking hands like the President entering Congress to give the State of the Union Address. He was dressed in his expensive custom made Italian silk suit, Gucci shoes and wearing his Cartier watch. He began the sales meeting with the usual perfunctory comments about changes in pricing and shipping schedules. Then he began his same boring sales spiel. He always picked a new subject to brief the “troops” as he liked to call the salespeople.
We have had some great individual record sales thanks to Nolan Smith, but we missed the mark on our quota because a few people around here aren’t taking their sales very seriously. How many of you have really gone out there and given presentations, met your quota and asked for the orders? He gave the room of salespeople his typical sinister scan and then spotted a very tired Leo in the last row with his head cradled in his arms.
Leo had dozed off during Johnny Greed’s monotonous monologue and started to dream of the recent sales presentations he had given; all he could remember was the embarrassment, rejection and fear he encountered when he went on sales calls. He really hated the way some of the prospects treated him. He still shuddered when he thought about his most recent sales call; one with the head buyer of the Sussex-Morris Company particularly stood out in his mind. Leo had called the office of the head buyer several times and finally finagled himself a meeting after several months. He was on time for his appointment, but was kept waiting for 2 hours in a small waiting room with very old magazines until he was summoned.
Mr. Sloan will see you now Mr. Silver, the assistant had announced. Leo remembers entering the cavernous office with the large golf bag leaning in the corner against the wall. Behind the oversized desk sat Dick Sloan head buyer. Hey Silver, been waiting long? You know how it is around here always busy-busy. So what are you peddling?
Leo was foolish enough to expect a decent apology because of the long wait, but he never heard it from this rude dude. Leo began with the usual trivial comments about the weather and then tried to engage the buyer about some local golf event that made the news, but Sloan wouldn't hear about it.
So tell me about your widgets and what they will cost us, he interrupted Leo.
Leo began his sales presentation just as he was taught in the company's sales school. He told the buyer all about how they used the finest materials to make their widgets and how they had just won an award in Canada for manufacturing quality. He brought out all kinds of slick color literature which he placed on Sloan’s desk. He was no more than five minutes into the presentation when Sloan interrupted him. Ok, Ok I’ve heard it all before. What's your best price for a gross?
Leo told him that they cost $500 per widget.
Sloan responded that $500 was too much, but he would think about it. Besides he was only shopping around for widgets since he already had a supplier and he wanted to know what the competition was offering. Hey, thanks Silver for dropping by, he said as he stood up and shook Leo's hand indicating that the meeting was over after only 9 minutes.
Leo had been up half the night preparing for this presentation, but all he had to show for all his efforts was an entry to write on his sales report. He felt used and abused by this buyer and hoped it would be a long time before he returned. Sales always made him feel like a second class citizen.
Leo recalled another recent painful sales call where the prospective buyer told him that he would give him his highest consideration and that he should give him a call on Monday basically to confirm the order. He left the office feeling that “he got one”, but in reality it was just another lie. Leo remembers calling all day Monday, then Tuesday and Wednesday. He left messages with the secretary, the voice mail, he sent faxes, but no response. Finally the prospect took his call and told Leo that he had given the order to a competitor. Leo was dying to ask him what he meant by his "giving him the highest consideration comment" that he had made last week, but he decided to just let it go.
He sat thinking about the ‘sure thing’ sale he had last week. The client called Leo to come on down to the office, that he was very interested in his product line and couldn't wait to hear all about it. Leo made his appointment for the next day, put on his best suit, collected all the necessary sales tools; brochures, slides and business cards. He arrived and was greeted like a long lost brother. He gave a million dollar presentation. The buyer suggested lunch which Leo paid for, but really couldn't afford so he charged it on his credit card which he knew was close to being maxed out. They returned to the office and Leo finally did what all salesmen are taught to do, he asked for the order.
The buyer, who had spent the last 4 hours with Leo looked him in the eye and exclaimed how much he loved the product line and told Leo that he was the best salesman he had seen in a long time. He then said the words that really made Leo cringe. Leo you know if it was up to me, we would buy your complete product line, but money is tight right now and I won’t be authorized to make a purchase for at least another 6 months or until the budget comes up for review.
Leo was astounded at the gaul of the buyer who knew well in advance that he wouldn't buy anything today or for that matter for months, but who made Leo give him tons of product information and pricing, take him to lunch and waste half the day. Leo was furious, but knew that he would not vent his anger because maybe someday he would get a sale from this guy. He wished he could have told this guy what a jerk he really thought he was.
Leo jumped from his seat when his fantasy was interrupted by the shrill voice of Johnny T. Greed. Well I see our Mr. Silver is not finding our little meeting very interesting today. Johnny walked within a foot of Leo and in his most sarcastic voice asked, Mr. Silver do you need some No-Doz© tablets in order to join the rest of us in the land of the living?
Leo reacted in a way that even surprised him. He looked at the tormentor and exclaimed, Hey Johnny, if you have some I sure could use ‘em, but I would rather have a double espresso instead of this crappie cheap coffee you guys serve. Leo relished the opportunity to reverse the tables, but he knew that playing games with Johnny was basic hari-kari or suicide as the Japanese would say. One did not reply in jest to Mr. Johnny T. Greed.
Johnny's face turned cherry red as the entire room burst into uproarious laughter at Leo’s remark. He never exhibited a sense of humor unless he was the one telling the joke and it was usually at someone’s expense. He felt angered by Leo’s lack of respect for him, a management superior. Well Johnny thought, I will show him. It’s time to kick some butt, Leo Silver butt. Mr. Silver, let’s have a look at your sales over the last quarter.
Oh, oh, Leo thought to himself, he was in for it now.
Mr. Silver, I recall you had the lowest sales in the company the last time except for Ms. Johnson who is out on maternity leave. Have you considered having a baby Mr. Silver? Johnny questioned sarcastically. Have you reached your quota for the last quarter?
No, Leo replied quickly in a quiet voice.
Well then Sir, what gives you the right to take a nocturnal slumber during a sales meeting where you might learn something? Why can’t you be more like Nolan Smith? Now he is a “real” salesman Mr. Silver, unlike yourself.
Leo was ready to say something to Johnny and escalate the verbal battle, but another voice suddenly spoke up. Hey, Greed are you running a sales meeting here or one of your peewee soccer camps. Let’s get down to business or I am leaving. I have clients to see and real work to do.
Johnny turned around ready to do battle with another confrontational rebellious salesman, but he recognized that this was no ordinary salesperson; this was Nolan Smith. Nolan was standing in his usual perfectly custom tailored English Saville Row business suit with matching Italian silk shirt and tie. Nolan waved Johnny to return to the podium.
In militaristic fashion, Johnny strode to the front of the room and resumed the meeting. He didn’t want to start a fight with the company's number one top producer. When Nolan Smith spoke it commanded respect from everyone in the room. He was in a league of his own. He was awarded so much stock in the company by winning every sales contest that he had a seat on the Board of Directors. His counsel was always sought by the CEO, Mr. Ahrens.
Johnny knew that Nolan was often offered key management positions, but steadfastly refused. He loved being a salesman too much. It was rumored that one day he would force a takeover of Excelsior and run the company his way. He could even be Johnny's boss someday.
Leo was still fuming, but there was nothing he could do about the cutting remarks made by Greed. The meeting was called to order and business resumed. A small part of him even agreed with what Greed said; why couldn’t he be more like Nolan Smith? Leo decided that he had to do something soon before it was too late; before he lost all self respect. He had experienced the last humiliation he would ever tolerate from the likes of Greed.
He had to find a way out of this quagmire of failure, but how? Money was tight, he couldn’t quit because he needed every bit of his $32,400 base pay. He was in an endless downward spiral of sales failure. He didn’t even have a personal life. It had been months since he had the courage to ask any desirable girl out on a date. Saturday night was just another night in front of the TV; he needed a way out. He needed help, but from where? When was he going to get a break in life?
The meeting finally concluded and Leo waited until the room cleared out a bit so he could leave without getting anymore unnecessary humiliating attention. Leo quietly slipped into his small cubicle to read some of the latest sales literature on widgets. A few minutes went by and someone tapped him on the shoulder, startling him from his reading. It was Nolan Smith, the star salesman of Excelsior, Ltd.
Hi there Leo, I was wondering if I might speak with you for a moment?
Leo nodded a surprised acknowledgment. Nolan had never spoken to him before except for a quick ‘good morning’ when they passed each other in the hallway at the company.
I just wanted to let you know that I thought Greed’s behavior was way out of line. He is a dinosaur and I have told him as much. He thinks that he can increase sales in the company by intimidation, long senseless sales meetings, wasteful paperwork and berating and humiliating the sales staff like he did to you today.
It’s no big deal, Nolan. I have heard it all before, besides I brought it on myself. Greed was in no mood for my humor today. If I was a go-getter salesperson like you, management types like Johnny would treat me a heck of a lot better.
That's just my point Leo, Nolan replied. You’re like a lot of the sales staff here; you want to succeed, but no one has ever given you the proper tools, much less a Method of Success. It’s like giving a commercial jet mechanic a kitchen spatula and telling him to tune up the jet engines. Leo, you remind me of me when I first started in sales.
What do you mean Nolan? I am the the worst salesman in the company and you are the best.
Listen my friend, things were not always the way you see them now. There was a time, not that long ago when I was the one getting yelled at. My sales manager from another company was yelling at me for my poor sales and attitude. I still remember the shame I felt when the whole sales staff was staring at me during a particularly cruel lecture from the sales manager. I was always broke, I had no self-esteem and sales were pure torture for me. When I heard Greed berate you today during the meeting, it made my blood boil and it brought back a lot of unpleasant memories of my own experiences.
I made a spontaneous decision when I heard you give it to Mr. Greed during the meeting. I LIKED THAT! You have spunk kid and more importantly, you haven’t given up. I knew that you were the chosen one for me; the one I have been looking for, the right Mentee. Leo, did you ever consider how your life could be different with the right teacher?
Leo was in a fog and wasn’t sure how to reply. What was Nolan talking about? This stuff about Mentee, Mentor, commitment, teacher. Leo was confused and a bit nervous by this display of interest and passion by the company's golden haired boy. Leo replied, I never gave it much thought, Nolan.
Nolan had his hand on his chin while rolling his eyes towards the ceiling in seemingly deep thought. Leo, I have a commitment that I made a long time ago. I made a promise to my Mentor which I haven’t yet fulfilled and perhaps you can help me or better said we can help each other. Leo, let’s get out of here, have some lunch and I will explain everything.
Leo was wondering how he would pay for lunch, as he only had $5.00 in his wallet. Nolan, possibly sensing Leo’s anxiety added, lunch is on me, Protégé.
Why did you just call me Protégé, Nolan?
Be patient Leo, all of your questions will be answered in due time, but first let’s eat and get better acquainted. I’m starving.
They went outside and made their way to Nolan's car, a new loaded Lexus. Leo sat down in the rich soft leather seats. Leo sat admiring the array of toys, satellite radio tuner, MP3 player, state of the art Bose stereo speakers and power buttons for all of the gadgets. He melted into the heated/massaging power cushioned seats. All Leo could think about was the old clunker he was using to get around in that broke down each time he paid off the last repair.
Noticing how his car was being admired Nolan commented, you like the car, Leo?
You bet Nolan, I always wanted to drive a show wagon like this.
Leo, what would you think if I told you that in 30 days you could be driving any car your heart desires, you would be so confident about your income, so in control of your life that anything was possible. Life could be a dream, my friend with the right knowledge.
Frankly Nolan, I find that very hard to believe.
Nolan took his eyes off the road for a second and gave Leo an intense look, just you wait and see Protégé, he answered. Then he smiled coyly and pulled up in front of DZ Akins, Nolan's favorite San Diego deli restaurant. The valet greeted Nolan with a big, Hello Mr. Smith, good to see you again, Sir. Nolan was a regular and his car was taken to a private VIP parking area. Upon entering the restaurant, Leo spied a very long line of people he presumed were waiting for their tables.
Above the loud decibel level of the restaurant and all the activity of waiters and waitresses carrying multiple dishes of food on their arms an even louder bellow was heard:
NOLAN SMITH !!!!!!!!!!
A very large woman came up to Nolan, give him a bear hug and slathered lipstick all over his cheek from her numerous kisses. Bubbala, she exclaimed, where have you been lately? We’ve missed you! Why are you such a stranger?
Hello Bertie, how are you? He asked, holding her hand.
Oh, you know, busy, busy. It’s so good to see you again.
Bertie, I want you to meet a coworker and friend of mine, Leo Silver. Bertie is the owner of DZs.
Any friend of Nolan Smith is always a friend of mine and she gave Leo a more restrained hug. Nolan, we have your favorite table and Sarah will take you to it. Enjoy your food boys and try the seven layer cake, I just made it.
They were taken inside by the hostess and were immediately escorted to a quiet corner booth. Leo noticed pictures on the wall of all sorts of VIPs; politicians, famous actors and news anchors. On the table were giant tubs of pickles and green tomatoes which Nolan proceeded to dive into. Try these Leo, they’re great and they make them right on the premises.
The waiter gave them the largest laminated and most complex menu Leo had ever seen and then poured 2 large glasses of freshly made iced tea. When the waiter returned for the order, Leo didn’t have a clue what to get.
Leo, if it’s all right, as you are my guest, let me order for you. Nolan looked up at the waiter and requested ‘the usual please’.
Nolan began. Leo as you know, I am the top salesman in the entire company for Excelsior and that includes our international and national sales divisions. I make more money than any of them. I could tell Excelsior and Johnny to shove it any time I wanted because I am a free man. They need me more than I will ever need them. What you may not know is that less than 6 years ago, I was the worst salesman in the world; I couldn’t even give away twenty dollar bills on the street corner.
Leo interrupted, I find that hard to believe Nolan.
Well, it’s true my friend, Nolan countered.
I learned from my Mentor that Sales is NOT about giving away information, making showy presentations, memorizing sales scripts and presenting fancy charts. Sales is about WORKING SMART, HAVING FUN and ACHIEVING FINANCIAL FREEDOM which can all be done with the G.U.T.S.© Sales Method.
Leo, I used to hate sales because I had no control over the sales process. I had a low self image due to that lack of control and the abuse that was heaped upon me daily. The worst of all was that I wasn’t making MONEY. The waiter interrupted their conversation by bringing two enormous plates with the largest sandwiches Leo had ever seen. I hope you like my favorite sandwich Leo, it’s corned beef, pastrami, tongue and chopped chicken liver on fresh rye bread. It’s not exactly health food, but I find an occasional indulgence on special occasions is just fine.
It looks good Nolan, Leo said as he picked up half the sandwich and realized how hungry he was. Infact, it was delicious, but most of the meat fell out of the bread and onto the plate. Nolan laughed out loud. The same thing happened to me when my Mentor brought me here. Eating it takes a little practice, but it’s well worth it.
Nolan, tell me the truth. Why are you here with me? What is going on? Who is this Mentor you keep talking about?
Great questions Leo and as a matter of fact, asking questions is part of the Method rather than giving away free product ideas and prices all day like most sales folk. When we finish our lunch, I want to take you to meet a good friend of mine. He is the man who changed my life and gave me the knowledge to enable me to have the success, unlimited wealth and the freedom I always wanted.
If The Mentor agrees with me that you are worthy and you are willing to make The Commitment you will learn the wonderful G.U.T.S.© Sales Method and your life will never be the same.
The Commitment
Delicious freshly brewed coffee and a hugh slice of seven layer chocolate cake arrived for Leo and Nolan. The waiter discreetly left the check with Nolan who immediately handed over his special, limited edition black American Express credit card.
Leo, let’s get down to brass tacks if you don’t mind and let me ask you a question right up front. If we give you the Secrets of Success in Sales, all the necessary steps you need to be able to make all the money you ever wanted or needed in life, would you agree to make a commitment?
Leo looked questioningly at Nolan and asked, what is this commitment?
Well, Leo answered, it is a vow of sorts that was created by the Society of Mentors. It’s an ancient and secret organization of select individuals who hand down information from one generation to another. They have been around for a long time and value their privacy. Let’s leave this restaurant, take a walk and I will tell you more.
They left through an enormous crowd of patrons waiting in line for their tables. Nolan suggested that they take a short walk through the adjacent Japanese garden. They entered the botanical display with its floral beauty and waterfall. It was a peaceful surrounding, designed for solitude, contemplation and spirituality. It was here that Nolan began to speak. Leo, if you want to make a difference in your life, a change for the better then we need to proceed with the commitment first. Are you ready?
Not understanding what Nolan was talking about, Leo responded, I’m not exactly sure what I am getting into, but I do know that if I am not willing to change, then my life will never be different. Let’s go for it. I’m ready.
Leo, I need you to raise your right hand and repeat this solemn oath after me. “I will never reveal this organization of Mentors to the masses or the media. I will never misuse the knowledge I am about to learn, to harm or hurt another. I will always maintain myself as a person of unquestionable character and integrity. I will agree to Mentor a worthy individual someday”. Leo Silver, do you vow to abide by this commitment and all its passages?
I do, Nolan, Leo dutifully responded.
Congratulations, Leo. Today’s your lucky day as you’re going to meet the Mentor.
But I thought that you were going to be my Mentor, Nolan.
Since we know each other, I will be working with you as an adjunct Mentor, however, I want you to meet and spend some time with a truly unique man who is my Mentor and he will be yours, too.
What's his name?
His name is Max and I have requested that he spend some time with you. I have made arrangements for us to meet Max at his home in Colorado.
Colorado! Leo exclaimed. I thought you said he lives on Long Island in New York.
Max chooses to live in many places. One of his favorite places is a huge log cabin retreat high up in the Rocky Mountains of Colorado.
How the heck are we going to get there today, fly?
You got it Leo. We are meeting Max’s private jet in 1 hour so we had better get moving!
This is all going a little too fast for me Nolan, I don’t even have any clothes packed.
Not to worry my friend, all arrangements have been made. You will find fresh clothes on the plane and all the necessary wardrobe and personal needs when we arrive. Look alive my friend, you’re going to fly to Kremmling National Airport in Kremmling, Colorado, population 1100, not counting cattle and sheep.
They got into Nolan’s luxury car and made their way to Montgomery Field, a private airport in San Diego where they were escorted to a private jet. After a cursory greeting from the captain and instructions on safety procedures from the flight attendant they relaxed in the luxurious cabin which came complete with a full kitchen, bar, private office and bedroom. The twin turbine jet engines began their whining sound and the plane taxied down the runway. Before Leo knew it, they were cruising at 22,000 feet.
Leo, I suggest that you get some sleep before we land, as tomorrow is going to be a full day, to say the least.
They were served some light refreshments and Leo began to doze off in the extra large reclining leather seats. As sleep engulfed him, he wondered what lay in store for him. What would Max, the Mentor be like?
Meeting Max the Mentor
They arrived in Colorado in the early evening to a brilliant sunset or ‘alpen glow’ as the locals call it. It’s a solar phenomenon that occurs when the sun’s rays hit the snow capped mountain peaks in just the right way creating a bright orangy-pink glow for a brief time. Leo and Nolan departed the plane as a large four wheel drive Eddie Bauer Expedition pulled up to take them to their destination. They were greeted by someone who seemed to know Nolan very well and who gave him the car keys. It appeared as though everything had been prearranged.
Nolan got behind the wheel while Leo sat on the passenger side and they began their journey down a dark country road. Leo couldn’t help but notice that his ears were popping as they climbed higher and higher. Soon snow began to appear on the side of the road and eventually the road was completely covered in white. Nolan deftly maneuvered the behemoth SUV around hairpin turns as they continued to climb. Fifty-five minutes later they turned off the road and pulled into a long tree lined driveway with beautiful decorative lighting which gave a special glow as the snow fell.
The entrance finally ended into a giant horseshoe in front of an enormous 3 level custom designed log home. It was the largest home Leo had ever seen. It had gigantic glass windows with a wraparound deck. The base of the log home contained smooth polished river stones to give it an earthy effect. Around the home were copper and bronze statues of wildlife native to Colorado. Two huge wooden doors with stained glass embedded into the panels stood in wait as Nolan knocked. An older man with bright silver hair and a curious glint in his eyes greeted them. He was wearing silk pajamas partly covered by a silk bathrobe which had a giant monogramed “M” on the right shoulder. Welcome, boys, welcome! It’s late and I was beginning to worry a bit what with the snow and all. Nolan, how are you?
Fine, Max, fine, he replied clasping the older man’s hand in a hearty handshake. This, as you know, is my new friend Leo Silver.
Leo, this is my friend Max, who I have the honor of calling my Mentor.
He... he... hello, Mr. Max, Leo stuttered.
Hello young man, I have heard a great deal about you. Gentlemen, come on in to my humble abode and make yourself at home, mi casa es su casa.
They entered a cavernous wooden great room covered by old western pictures, Remington statues and southwestern motif. There was a gigantic brick fireplace that gave off wonderful heat. Old Mexican blankets with a multitude of bright colors hung from the ceilings.
They followed the old man to the kitchen. You gentleman must be famished after such a long flight. I am sorry cook has the night off, but I had a small meal made in preparation of your arrival.

The kitchen was huge and included a stainless steel refrigerator and stove. In the center was a beautiful laminated wooden table. On it was a variety of wonderful Mexican foods that Leo recognized from his trip to Mexico years ago, succulent foods like enchiladas, chile relleños, rice, guacamole, beans and warm tortillas. Leo started to salivate when he realized how hungry he was despite the monster sandwich he had had for lunch. Have some nachos and the fresh made guacamole boys and be sure to wash it down with these wonderful fresh lime margaritas. They are made with my favorite pure blue agave tequila “Patron”.
Leo sat quietly as he ate and listened to the conversation between Nolan and the mysterious man Nolan called, with affection, ‘Mentor’.
The food was delicious and hot and the margaritas were the best Leo had ever tasted. After all the appetites were satisfied, Max suggested that they get a good night’s sleep because tomorrow was going to be a serious workday. They were escorted by a young woman who worked for Max to their richly appointed bedrooms which were decorated in the same southwestern style.
Leo showered in the modern spotless bathroom. On the bed were some of the same silk pajamas that Max was wearing except these were embroidered with the name “Leo” on them. He put on the soft Japanese garments and found himself peacefully asleep seconds after his head hit the pillow.

Working Smart
Leo awoke early the next morning, totally refreshed, to the wonderful smell of bacon and eggs frying, bread baking and freshly brewed coffee wafting into his room. Being the clean type, Leo showered again and returned to see that new clothes were neatly laid out for him on the bed. Of course, they weren’t just any old clothes, these were top of the line name brands that Leo could only admire in the windows of those expensive clothing stores. He wondered how they even knew his underwear size. Oh well, he muttered to himself, one step at a time.
He still really didn’t know what lay in store for him on this new day high in the Colorado mountains. He had a slight altitude headache since he was over 10,000 feet up. He found a small bottle of aspirin and some Evian bottled water in the small fridge by the TV in his room.
Leo walked down the hand carved wooden staircase and was greeted in the breakfast nook off the kitchen by a sitting Nolan and Max who gave the appearance that they had been up for several hours already. He made a mental note to get up earlier the next morning and to copy the habits of these successful men.
He walked over to the buffet table where another feast greeted him. This one was managed by the kitchen staff, a senior man and woman who gave the appearance that they were married. He grabbed a plate and loaded it with scrambled eggs, bacon, spicy seasoned home fries and a large serving of fresh strawberries. He sat down with Nolan and Max and was immediately served a cup of rich hot coffee. He wolfed down the tasty and filling breakfast and then Max began to speak. Well my boy, ready to get down to business? Leo, I hear that sales has been a little disappointing for you.
That’s an understatement Mr. Max, Leo responded. Sales, for me is just another word for misery. I find myself dealing with emotions like fear and rejection all the time. I feel like someone who is either begging for an order or I act totally submissive and allow others to treat me with disrespect. Most days I feel like a broken record giving a repetitious presentation until I am emotionally drained at the end of the day. There are even days when the telephone is like a cactus and I can’t pick it up or make a call to a prospect.
The worst part is the money or better said, lack of it. Max, I want better things in my life. I want to help other people, but I even have trouble paying my own rent on time. I am always worried about my finances. I can’t even understand why I am still in sales. Some guys like Nolan are natural born salesman, but I am not one of them.
Max smiled to himself while placing his hand on his chin and then he began to speak. Leo, suppose I were to tell you that 6 years ago there was another young man I met who was in exactly the same predicament as you, except much worse. Yes, this particular Mentee thought Sales was a numbers game, an adventure of chance. He figured that if he gave enough flamboyant presentations, eventually someone might say ‘yes’ and actually buy something.
When the sales didn’t happen as expected and the rejection became too painful and personal he did less and less work; as a result his sales became fewer and fewer. Then the excuses began. He always figured it was someone else’s fault; the sales manager, the product line, the pricing or the customers. You name it Leo and this fellow had an excuse for everything. He assumed that a change in employment was the answer so he would change employers ever year or so. You know, the old grass is greener effect. He was quite the challenge for this old Mentor.
So what happened to him, Max? Leo’s curiosity was really piqued.
Well, once he learned the same G.U.T.S. Method that my Mentor taught me many years ago, practiced it and put it into continual use, he discovered a whole new world. Sales could now be fun, totally within his control and unbelievably profitable. He was a changed man and looked forward to going to work everyday. He especially enjoyed the satisfaction and self-esteem that it gave him. He became the top salesman in his company and genuinely prospered both financially and personally in ways he never thought were possible. Life was good and he learned to enjoy and appreciate every day.
Who is this Mentee, Max? Leo queried.
I believe you know him, Leo. He is sitting next to you, Max smiled.
Leo looked to his right even though he knew Nolan was sitting next to him and responded immediately. I find all of this hard to believe, Max. Nolan is the best darn salesman in the company. He acts as though he was always this way. I figured him to be a natural born salesman!
Nolan began to laugh heartily. It took him a few moments to regain his composure as he wiped a tear from his eye. Excuse me for interrupting Max, but let me have a word.
Believe it, Leo because it’s all true. If it wasn’t for Max and what he taught me I would be sleeping in the back of the room with you during the sales meetings! The worst part about my situation was that I, too was broke all the time and had little self-esteem. When I began with Excelsior I decided to stop the chain of failure and finally buckle down. I studied their sales materials and attended some of the conventional seminars that the company sent us on. It was the same old uninspiring stuff. Find a prospect, give a long winded presentation, ask for the order, overcome stalls and objections, ask for the order, then ask again and again. The prospect would usually dismiss me, tell me that he would think about it, ask for more literature or a proposal or tell me to call back later. Every once in a while I’d get an order, but it usually felt more like luck than skill. I was playing the old ‘numbers game’ method of sales.
I remember a particular sales call where I had made an appointment with the buyer. I had to drive 3 hours in traffic to get to his office and when I arrived I gave him the world’s greatest presentation on Excelsior’s Widget line that you ever heard. After 90 minutes the buyer told me that he loved the product line and if his company wasn’t so strapped for money he would love to give me an order right then. He stood up, shook my hand and dismissed me! I wasted another day of my life as a salesman. The worst part was that it took 5 hours to get back to the office.
There was one benefit! While I was driving I did some heavy thinking. Leo, this was the longest, hardest, cruelest drive of my life, but then something happened. I started to think about how I had just wasted an entire day, had given away tons of product and price information and had nothing to show for it. I was a pro bono consultant. I knew that something had to change and fast or I was doomed to being a failure.
I was supposed to give a predetermined number of presentations per day and it didn’t really matter how much time I wasted. I didn’t feel useful, but more like a robot giving the same canned speech to anyone who would listen. It was a senseless numbers game that anyone could do, but few can put up with on a long term basis. I knew that there was an answer out there, a solution and then it came to me. I needed a Mentor. Someone who has a better way of doing things, someone who had a Sales Success Method. It was then that I found my Mentor, I found Max or rather Max found me through my friend Ralph*.
Ralph introduced me to Max and I made the commitment the same as you did, Leo. I learned that sales could utilize a better understanding of human behavior and reaction. I could now make as many sales and as much money as I wanted to. Max made me treat sales like a profession and gave me the skills to do it with.
Leo, did you ever ask yourself why my sales are always the highest in the company? Why I make more money than Johnny or for that matter, most of the company’s useless executives?
* Read The Mentor, A Story of Success
Well, Leo replied, I just figured that you were working harder than the rest of us or were some kinda natural born super salesman.
Wrong! I work less hours than the average salesperson at the company. The only difference between me and the rest of the sales force is that I work smarter! I use Max’s Sales Method, a G.U.T.S.© Sales Method!
What do you mean by this sales Method you and Max keep talking about, Nolan?
Well, let’s just think this through and discuss a couple of examples and maybe then you will get the idea of why we place such an emphasis on a Method.
Let’s take the McDonald’s hamburger franchise. The genius of Ray Kroc was that he recognized a duplicatable Method of Success. He sold milkshake machines and then one monumental day when he visited the McDonald brothers restaurant in California he saw a ‘work smarter’ method. He witnessed lines of people waiting for a simple hamburger, french fries and a shake. The entire order, cooking and distribution process was systematized resulting in a quality product that could be made consistently at a competitive price and served to customers in seconds. He knew that if that Method could be duplicated he could expect the same results over and over again.
Here’s another example of a work smart method. I am sure you are familiar with Henry Ford and his innovative ideas and implementation of the assembly line right?
Sure Nolan, who hasn’t?
Think about it Leo, cars were first built one at a time and it took a team of 12 men over 24 hours to build just one car. Ford modified the assembly line where every worker was designated a specific function. Once the assembly line was utilized the time of assembling an auto was substantially reduced. The assembly line was a structured method that reduced production time, increased quality and consistency and gave a tremendous increase in profits. All that from one Success Method.
A Method is just an organized way of doing something repetitively with substantial, obvious and predicable benefits and results. Why not apply a method to sales if the results allow for consistent closings, quick qualifications and unbelievable profits? Just imagine, Leo that you had an A-B-C type sales method so that you knew what you had to do in every sales call. You would not move from A until you completed B and then on to C. This Method would allow you to qualify the prospect in order to make sure that you had a reasonable potential to close a sale step-by-step rather than just winging it and wasting time. If you can’t get from A to B, then it’s over and it makes no sense to move to C. It’s all about understanding the value of time, knowledge, energy and working smart. Max taught me this remarkable method of sales and my life has never been the same. Today I have control of my career, my income and my life thanks to Max.
Leo stood up from the table. So what is this Method you and Max keep talking about?
Max raised his hand to silence both of his protégés and then spoke. Nolan, why don’t you take care of that special project we discussed earlier and we can meet later for cocktails.
Got it boss, Nolan dutifully replied.
Max turned to Leo, let’s begin and learn the G.U.T.S.© Selling Method.

The G.U.T.S. Philosophy
Look Leo, before we get into the specifics or tools of the G.U.T.S. System I wanted to discuss the philosophy behind the idea of smart selling. G.U.T.S. is more than a
technique for increasing sales, it’s also a philosophy, an attitude, a way of life.
Wow, Max, this sounds like it’s going to get deep!
You can’t even begin to imagine my boy. This stuff will rock your world. You have to understand that selling is not for everyone, only for the relatively few who combine the science and understanding of human behavior and who have the skill of a thespian. When combined, the results are astounding. I want you to reinvent yourself when you are selling. You are no longer just Leo, but you are a very skilled and an in demand specialist whose time, knowledge and energy is sought by many because it is considered to be of high value. The initial premise of the G.U.T.S. philosophy is to be the best by acting as though you already are.
But Max, how can I pretend I am a heavy hitter when I don’t have two nickels to rub together?
You are going to the esteemed University of Fake it ‘Til you Make it! Max smiled.
You are going to take on the attitude of a winner; you will become one of the best salespeople in the world. You will become one of the top wage earners in your sales profession by acting that way. You see Leo, people love to work with a winner and don’t really tolerate or respect a loser.
In studies by The Ancient Mentors, it was discovered that sales is a combination of specific scientific skills as well as an attitude or aura of success, that of very high self-esteem and confidence. Now this may not be in your nature right now, but that will change if you want to see different results. I am going to ask you to change many things about the way you feel about yourself, the way you sell and it may not be easy. My methods will probably make you very uncomfortable at first. Are you alright with that?
Sure Max, I can handle it, but tell me more about the G.U.T.S. philosophy stuff.
Leo, successful sales is about having the G.U.T.S., the moxie, the sheer unmitigated gaul or as my New York friends say ‘chutzpah’ to ask the questions that others are too timid to consider. The meek may inherit the earth, but they will never become a master G.U.T.S. salesman. In order to be able to accomplish the things you want, you have to lose the typical subservient salesman attitude.
Excuse me for interrupting Max, but are you talking about me?
No offense meant Leo, but yes I am!
That kinda hurts Mentor, but I guess there is some truth to it. There have been times when I should have spoken up when the prospect treated me with less than reasonable courtesy.
If the customer perceives you as someone who doesn’t respect himself, why should they treat you any differently? Would they treat someone they respected, such as a doctor, when they were ill or an attorney who was representing them with the same regard as a widget salesman? Ask yourself honestly Leo, was there ever an occasion or time when a prospect missed an appointment, kept you waiting too long or treated you in a way that was less than respectful?
Too many times Max, but what other recourse is there?
Leo, you have to stop acting as though you are a little boy asking Mommy if it’s Ok to take a cookie from the jar. You must realize that all your problems with your prospects are your fault!
Why my fault, Max?
It’s your fault because you tolerate it and the prospect knows it. The prospect will treat you with the same regard that you have for yourself. If they sense that you are weak, complacent or a beggar then they will take full advantage of it. A G.U.T.S. salesman is special and has no time for a prospect unless they have a mutual respect. Act as though you have just won the top cash award in the lottery; honestly Leo, would you let them continue to dump on you?Success in all your Endeavors

Claude W. Diamond J.D.
(970) 281-5151 (Cell)
(970) 726 7979-Colorado Office
(619) 421-4121 San Diego,CA
(800) 324-4652 NYC
Skype: claudediamond

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