Coffee's For Closers

Coffee's For Closers

by Tony Morris


Publisher Legend Press

Published in Business & Money

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Book Description

In the current marketplace it's key to always be on the top of your game: on every sales opportunity. This book is perfectly suited for sales professionals, sales managers, sales directors and business owners that want to consistently stay one step ahead of the competition. "Tony is a real character, hard working, resourceful, ambitious and very funny, and those traits jump out from every page." Claude Littner - Star of the show 'The Apprentice'

Sample Chapter

Coffee's for Closers

From Chaper One - An Introduction to Sales

“Success is the ability to move from one failure to another
with no loss of enthusiasm”
Winston Churchill

I was born with what people say “the gift of the gab”. I had to
be the class clown and centre of attention and my goal at
school was to make people laugh. I knew I had a great day
when I had everyone in stitches. I was over the moon when my
parents returned from parents evening and my Dad had that
expression plastered all over his face which translated as he
has lots of potential, but just doesn’t use it. He’s a very
likeable and popular boy though and really makes people
laugh all day long. To me that was the best report you could
get; how naive I was! My parent’s friends’ always used to say
to me, “you’ll be a great salesman, as you’ve got an answer for
everything and can talk the talk.”

It wasn’t until my first boss in software sales taught me one
of the most important lessons in sales that I have never
forgotten; you have two ears and one mouth, use them
accordingly. This is backed up by the Italian Economist named
Vilfredo Pareto who created the principle known as Pareto
Law - the 80/ 20 rule. It’s a rule that can be applied to many
scenarios such as in retail they say 80% of your profit come
from 20% of your products. When applied to sales if you are
on the phone to a prospect for approx. 10 minutes you should
be speaking 20% and listening 80%. People love to talk, its
human nature, so let them. If people talk they are comfortable,
if they’re comfortable they like you and if they like you, they
are more likely to buy from you. Remember we do NOT sell
to anyone, we simply help them buy.

I had plenty of sales jobs growing up as a kid from working
in a call centre selling utilities, selling double glazing over the
phone, door to door selling newspaper subscriptions. Looking
back I consider these roles part of my career in sales, it’s from
these positions that I was able to grow a real backbone and

deal with the daily rejection that you learn is the nature of the
beast as a salesman. It’s not until you have heard the following
abuse: “if you call me again I will come round to your house
and kill your dog” or “can I have your home number? “No” I
replied, “I don’t want people calling me at home. Neither do I,
so p*** off and go to hell,” do you start to realise not to take
things to seriously or to heart. It’s only then that you realise
this is all part of the fun game of sales and you need to become
quicker and smarter to play the game and begin to win.
This is not like any normal sales book you have read or are
likely to read again. I am telling you the way it is, not
discussing the theory that is like listening to your Grandma’s
story for the 82nd time about how she used to go to tea dances
as a teenager. I will give you real life examples of both mine
and my client’s sales experiences and the things that I have
seen and learned over the last twelve years as a sales trainer. I
will be discussing the best sales professionals I have had the
good fortune to be closed by and the sales people that you get
apologising to you over the phone when you reply to their
initial question “now is not a good time to speak”.

Many people often ask me, “What are the key things you
need to be a successful sales person?” There are so many
factors to selling which I will go into in this book, ranging
from your tone of voice (tonality), your questioning skills,
your ability to listen, and closing techniques. However to
answer the question regarding the key things you need to be a
successful sales person, I feel there are two things that stand
head and shoulders above everything; the first is a positive
attitude. This is echoed in many quotes and one I love is from
Winston Churchill; “Success is the ability to move from one
failure to another with no loss of enthusiasm”. The second is
tenacity. One rule that has stood me in good stead throughout
my career is to never ever ever give up until the prospect gives
me a damn good reason as to why they feel my product or
service is not right for them or their business. Only once I feel
that is a fair justification I will then keep going, just changing
my angle to create new opportunities.

Many people often say, “sales is a numbers game.” That
could not be further from the truth. I am one of the worst
footballers you could ever meet and if I took 100 penalties
against an average keeper I may score 3 by pure luck alone. If
you took a footballer that had some ability, who practiced on a
regular basis, developed their penalty taking skills and then
shot 100 penalties against an average keeper, do you think
they might score more than 3 goals? So it’s a smart numbers
game, meaning the better you are, and the more you do, the
better results you will achieve, however you need both to
achieve great success.

When I’m cold calling on the phone and crunching those
numbers I apply a similar approach and mind set to the smart
numbers game as above. I often think back to a time when I
was travelling in Sydney, Australia. I was eight months into
my travels and had almost run out of money and had to get my
head round the frightening reality of having to return home
and enter back into normal life and find a job. I was chatting to
an Ozzie guy on Bondi Beach who looked the spitting image
of Mick Jagger in his younger years. I was moaning about my
financial situation when he said “I have been running a direct
sales operation for the past 6 years selling encyclopaedias and
I have 130 sales reps selling door to door. Why don’t you
come and work for me?” he says. Intrigued I asked him, “how
does it work?” and he took me back to his house, which I can
only describe as the most beautiful castle I had ever laid eyes
on. In his office he showed me a giant map of Sydney and the
surrounding areas all highlighted in different colours, which
marked the different sales rep’s territories. He showed me
what would be my territory and handed me this 2,800 page
book and a ruck sack and said, “you need to go door knocking
and have to close on the day. Every encyclopaedia you sell
you will earn $150 Australian dollars cash in hand.” I was out
the door before he said, “hand” and on I went.

I started the following morning and left my hostel at 08:30
to walk to my first road in 79 degrees heat. I was so keen and
had already spent my new earned commission in my head. I
arrived at the start of my first road and excitedly knocked on
my first door. After 8 knocks I realised this was what they
describe in sales as time wasting. I knocked on my second,
then my third, my fourth and by my fifth no answer I started to
think were these houses actually inhabited! It wasn’t until my
8th door where a cute older lady aged around 110 answered the
door and she had to go and fetch her hearing aid to hear my
pitch – great start I thought to myself, the first person I
actually get to pitch is deaf. After 25 minutes of screaming at
her and watching patiently as she fiddled with her hearing aid I
made the executive decision I was barking up the wrong tree
and on I went. I kept on knocking, and on my 34th door a
young guy opened the door and I thought this is my
opportunity. As soon as I uttered the words “Hi, my name is
Tony”, BANG and I am now pitching a door! I started having
second thoughts and looked at my watch to realise I’d been
walking a total of 33 minutes and I was already considering
quitting. I remembered my Dad’s words “in sales you never
quit” and on I went. I must have knocked on about 75 doors
and spoken to one person who allowed me to get my pitch out
to which he replied quite politely “never come here again.”
When I realised he was the nicest person I’d spoken to all day
I realised I chose the wrong area and back to the hostel it was.
The following day my alarm went off at 07:55am and I
jumped in the shower and got out on the road, full of the same
level of enthusiasm as yesterday morning, as I chanted to
myself ‘new day, new opportunities.’ By 16:45 and now the
12 people I spoke to had all told me where to go my chant
home was very different.

When I woke up the following day I thought I’m going to
give it my final go as maybe sales just isn’t for me. I went on
my way and got an answer at my first door, and the lady
actually let me get my 2 minute pitch out to which she replied
“how much?” in a shocked intake of breath. I explained the
encyclopaedias normally retailed at 499 Australian dollars,
however we are running an amazing promotion and selling
them for ONLY 399 dollars (word for word what my script
said) and she invited me in. I almost high fived her but thought
that may show a sign of desperation so high fived myself in
my head. She kindly made me a cold drink and started to look
through this huge book that I had been carrying round on my
back for the past 48 hours which was starting to create an
imprint on my skin. It wasn’t until her husband came down the
stairs to join us, and within a matter of seconds kindly asked
me to leave, and I left to him shouting at her to not invite
strangers in. The rest of my day was pretty much déjà vu and
by 3pm when the final door was slammed in my face I thought
going back to the UK was more appealing than this and I
accepted defeat graciously!

I went straight back to Mr Jagger’s castle to return this
stupid unsellable big book. With sweat on my brow and big
sweat rings under my arms he looked at me like some vagrant
and said “you look a mess let me get you a drink”. My 2nd
invitation in 3 days although I was pretty confident he
wouldn’t listen to my pitch either. I said “it’s impossible; I
simply don’t believe anyone sells these things.” He laughed
and said “I have one question for you, how many doors did
you knock on a day?” Surprised by his question I shrugged my
shoulders and said, “I didn’t really count but I guess around 70
a day.” He replied “I chose not to share this with you as I
wanted you to learn for yourself however all my reps. measure
their figures. They have proven that you must knock on a
minimum of 100 doors per day. Only nine people will listen to
you pitch and six of them will tell you where to go, some
politely and some not, three however will invite you in. Two
of these will politely SELL TO YOU a reason why they can’t
buy today such as I need to think about it, I don’t have the
money, I’m not sure I’ll use it etc. However one will buy –
GUARANTEED”; he said “the numbers never lie.” To say I
was sceptical was an understatement and I remember saying “I
knocked on at least 200 doors throughout the three days”, he
interrupted me and reiterated 100 per day minimum. He said
“you have 2 days left of this week and surely its worth trying
or maybe sales is not your bag and you should get a cleaners
job” and with that I grabbed my book back and went on my

14 no answer, 15 no answer, 16 no...... And the door
opened. Hi my name is Tony Morris and I have an incredible
promotion available for today only.... and he listened to my
pitch and then slammed the door in my face. Before screaming
obscenities through his letter box I took a deep breath and
thought about what Mr Jagger had said, “nine will listen and
six will tell you where to go,” so I had eight to go according to
him. I kept on knocking and number 31 invited me in. She sat
me down and listened intently and then dropped the bomb
shell “I need to think about it” and on the outside I was
smiling although I am pretty sure she could see me grinding
my teeth in anger. However keeping the tally I continued my

Lucky number 67 was what I named Mr Peterson and to
this day I remember that feeling as he pulled out his cheque
book. I called Mr Jagger to organise an encyclopaedia to be
delivered to the door and restraining myself from screaming
down the phone I calmly switched my mobile off and
continued grinning. As he shook my hand I went in for the
man hug, to which he stood there still as a mannequin as I
hugged him, until I felt I was invading his personal space. I
skipped out of his house and did one of those jumps where you
click your heels together and almost tripped over his front
garden. I carried on knocking as I was convinced I am on a
lucky streak. 33 rejections later I went back to the hostel with
the biggest smile on my face and a feeling I will never forget.
No word of a lie, I continued this job for the next 6 weeks
and my feelings towards having the door slammed in my face
took a full 360 degrees. When door no. 24 was slammed hard
in my face I clenched a fist of delight and muttered to myself
another 66 to go until I get somewhere. Mr Jagger was right,
the figures never lied. People thought I was actually insane
when they shouted at me “I never want to see your face again”
and I replied with a big grin plastered across my face “good
you are the 59th person to say that to me today, so I need 31
more of them.” This was one of my first, yet most vital lessons
in sales, it’s a numbers game as long as you learn your pitch
well and give it the same level of enthusiasm and passion
every opportunity you obtain you cannot fail.

Excerpted from "Coffee's For Closers" by Tony Morris. Copyright © 2012 by Tony Morris. Excerpted by permission. All rights reserved. No part of this excerpt may be reproduced or reprinted without permission in writing from the publisher. Excerpts are provided solely for the personal use of visitors to this web site.
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