A Review Of Just Sign Here By Robert Cuesta

Note: some of the links in this post are affiliate links.  Should you choose to utilize a link, you will not pay more for the book.

 

This post will be a review of Robert Cuesta’s Just Sign Here- How To Sell Your Knowledge, Experience, and Advice To People Who Don’t Know They Need It.  

Now, I have to admit, I almost didn’t want to write this post.

This is not because I didn’t like the book, or find it valuable.  Quite the opposite, in fact.

I read this book via Kindle, and looking back, there is digital yellow highlighter on almost every page!

As I reviewed my notes, I started to feel this post would be overwhelming. I had so much I wanted to share.   I have decided to pull out just a few of the golden nuggets that I took away from this book.  Let’s get to it.

Who This Book Is For:

When you first read the rather long title and subtitle, you of course think this is a book for salespeople.  In fact, this is one of the reasons I purchased the book.  I am always looking to improve my sales skills both for my real estate business, and the other business ventures I am involved with as well.

But as I began to deep dive into the content of Just Sign Here, I realized this book is for any professional, such as an accountant or attorney, a consultant, coach, etc.

The tools and knowledge you will takeaway from this book can be transferred to just about any industry.

Not to mention, because this book dives into the psychology and neuroscience behind buying, and buyers in general, even those who are not in a direct selling role would gain value by reading this book.

What This Book Is Not:

This is not an NLP sales book.  In fact, this is the headline of the preface.  Now, I have read some books and listened to some other information on NLP in the past.  I know that when used properly, NLP is a powerful tool.  The problem is many NLP practitioners and trainers, don’t truly understand why and how it works.  So, in essence, they get it all wrong from the start. So you won’t find the cheesy sales line, or someone trying to teach you how to mirror and match (which, again, works when done properly).

Instead Robert Cuesta takes his early childhood fascination with how people communicate (almost an obsession, from the sounds of it) and expands it into figuring out how that translates into ultimately persuading someone to do something for you, such as pay you your fee, commission, etc, in return for your services.

Now For The Takeaways Of Just Sign Here…

Takeaway #1- Understanding The 5 Lessons

In the introduction, Cuesta goes through a story starting out as a young child and progressing through an adult salesperson.  Throughout the story he shares 5 lessons.  Cuesta expands upon these  throughout the book in many ways.  While I will not go into detail on each lesson for the sake of brevity, I have listed all 5 below:

1.  A winning smile and a good connection will actually get you so far in sales, but no further.

2.  Go find a market that is hungry for what you do, rather than trying to sell to people who don’t need it, or worse still, have their own in-house team.

3.   It’s easy to sell people what they want, but if you want to sell them what they need, you have to show MASSIVE value compared to the price.

4. Clients respect, and want to hire authorities.

4a.  Authority is not the same as hierarchical position.

5.  It is easier to buy a solution you have been involved in creating.

Takeaway #2- The 5 Sales Myths

If you are in sales, I am sure you have come across the following 5 sales myths.  I know as a real estate professional, these myths are almost gospel in the our industry.  I am sure it holds true in most other sales industries as well.  Cuesta does a great job of crushing these myths throughout the book.  He shows us how to take a different approach to the art and science of selling.  The 5 sales myths are:

1.  Selling is a numbers game.

2.  You’ll get used to rejection.

3.  You need to memorize.

4.  If you are good enough, you can sell anything to anyone.

5.  SW3:  The “Chelsea” Myth (Some will, Some won’t, So what)

If you have fallen prey to one or more of these myths, I urge you to read Just Sign Here, and take control over your sales career.

Takeaway #3- Every Conversation You Have Is A Sales Conversation

Even though this takeaway came early on in the book, this is the one I am going to end this post on.  Towards the start of this post, I mentioned that even if you are not a salesperson by profession, you would gain a lot of insight by reading this book.  The reason for this is every conversation you are involved in, whether with a client, a significant other, or your child, one of you is always trying to sell the other.

Sometimes this is done purposefully, sometimes subconsciously.  Either way, think back to the last few meaningful conversations you have been involved in.  Analyze what was said, who said it, and why.  Now analyze the outcome of the situation.  Chances are you either did the selling or you were being sold.

After reading Cuesta’s blueprint for proper selling, I now have a much better comprehension of the human mind, why it operates the way it does, and most importantly, how to structure my sales conversations in a way that feeds the brain what it wants when it wants, in order to create a win-win situation for myself, and the person or people I am speaking with.

I highly recommend reading Just Sign Here.  You can get your copy by clicking this LINK.

Note: some of the links in this post are affiliate links.  Should you choose to utilize a link, you will not pay more for the book.