March 20, 2017, was like Christmas morning for me. Gordon Tredgold had committed to slide into the ConnectAndSell sales cockpit and hit the accelerator. Gordon, the self-professed “patron saint of hating cold calling,” was going to cold call!
I had spent the weekend reading Gordon’s book, FAST: 4 Principles Every Business Needs to Achieve Success and Drive Results. Three things stood out in my mind:
- Gordon was right, about everything.
- FAST could be applied to any situation — business or personal — immediately.
- There wasn’t one word about sales or selling in the whole book!
At 10:17 a.m. EST, Gordon opened the first gift: a 1-minute, 36-second conversation with the Conference Coordinator of the Information Systems Audit and Control Association. The conversation was a little choppy, but Gordon got straight to the point, asking for a 15-minute meeting; getting a “not me” response and a referral; and — in a brilliant, surprise move — offering to send a copy of this book as a gift. This cold call ended in laughter at Gordon’s self-deprecating, “You don’t have to read it.”
By the third conversation at 10:39 a.m., Gordon was getting laughter and real listening in less than 10 seconds. His tone and words had gone from unsure to pure confidence. And the offer of a gift of the book got thanks, more laughter, and an agreement to follow up. Progress!
By 11:37 a.m., Gordon was in command of every conversation. This was FAST for sales, happening before my ears! By 12:26 p.m., he had made the most of 190 dials and 16 conversations and had scheduled 2 meetings. Not bad for a guy who had woken up hating cold calling that very morning. Not bad for anyone!
But was he FAST?
I asked 4 questions in reviewing Gordon’s calling session. Was he:
Yes — and more so in each conversation.
Yes — taking personal responsibility for improving on every call.
Yes — getting straight to the point with plain words and deep conviction.
Yes — every fact of every call, measured, recorded, and shared.
For 6 years I have known we were onto something here at ConnectAndSell. Now I know what to call it: FAST Selling. Powered by FAST conversations. So, I got transformed as well. Thanks, Gordon. A little clarity goes a long way.
My advice is simple: read Gordon’s book, which doesn’t say a word about sales. Apply these 4 simple principles immediately to everything you do, especially how you sell and how you manage — both yourself and your team.
You’ll be surprised by how FAST you are transformed.