Whatever you presently believe about sales, Don Cooper is ready to throw down the gauntlet and shake you and your management team right out of the comfort zone. Cooper, an entertaining presenter, former stage and film actor, and lifelong sales professional, is one of the featured speakers at the upcoming Sail America Sailing Industry Conference and Regatta.

Cooper contends that far too many ‘sales experts’ are simply spitting out the ‘same old platitudes’ we’ve been robotically repeating for years. Cooper shoves conventional sales wisdom and doctrine out the window and opts for a more cutting-edge approach that he proclaims is needed to master success in today’s fast-changing market.

During his “Future in Selling” presentation, attendees will learn a proven prospecting process, uncover hidden reasons why typical closing techniques fail, be introduced to a revolutionary new way of thinking, plus receive specific targeted questions designed for prospective buyers of sailboats and related gear.

Perhaps his own promotional quote best summarizes what to expect: “If you’re tired of antiquated advice and outmoded thinking, if you’re sick of generalizations and fallacies, if you’ve had your fill of banalities and conventional wisdom, then you’re ready for a heretic – The Sales Heretic™.”

Ready or not, Waypoints is pleased to provide a brief sneak peek about what Cooper has brewing!

WAYPOINTS: You refer to yourself as “The Sales Heretic™.” Care to explain?

COOPER: A heretic is a person who questions everything, who thinks for themselves rather than blindly following the prevailing dogma. A lot of what I share with audiences flies in the face of conventional wisdom. People find it refreshing, especially because they don’t hear the same tired clichés and platitudes.

WAYPOINTS: You boldly state that the ‘old ways of selling are dead’ and the sales models of the past are ‘archaic.’ Can you be more specific about what sales strategies or tactics don’t work today, and explain briefly why you believe this to be the case?

COOPER: Things like, ‘never take no for an answer,’ ‘always be closing,’ ‘sell the sizzle, not the steak.’ Following advice like this actually increases prospect discomfort, skepticism and resistance, which then leads to frustration, disappointment and lost sales.

WAYPOINTS: You state that in today’s economy, buyers of products and services demand ‘a fresh approach to sales.’ What leads you to make this conclusion … and what is required to create a new approach to sales?

COOPER: There’s more competition today than ever before. And buyers are savvier, better educated and better informed than ever before. If they encounter a salesperson who is heavy-handed, manipulative or disrespectful, they’ll just go somewhere else.

Which means salespeople need to be more in tune with their prospects. They need to respect buyers’ time, intelligence, dignity and individuality.

WAYPOINTS: I understand you have previously worked in the powerboat segment, so you have some familiarity with the marine market. Based on your experience and observation, what do you believe are some of the biggest mistakes sales people in the marine industry make today?

COOPER: How many pages do we have? That’s a long list.

One of the biggies is pre-judging prospects. If they don’t look like they have money, we assume they’re not a qualified buyer. And because this judgment is subconscious, we often don’t even realize we’re making it.

Another huge mistake is ignoring women. I’ve heard countless stories and seen it happen myself. The salesperson talks only with the man, even though the woman controls the checkbook in 80% of households. Ironically, even female salespeople make this mistake.

In my program, I’ll share eight other things that anger customers, as well as the single biggest mistake salespeople make and how to avoid it.

WAYPOINTS: Like any other marketplace, the sailing industry is full of great, competitive products and services. How can our sailing companies better position and distinguish themselves and their products to resonate with customers?

COOPER: It’s not enough to have a great product or service anymore. With few exceptions, EVERYONE’S products and services are great. Companies need to show how their offerings are DIFFERENT from the competition.

Unfortunately, most companies are simply using the same clichés everybody else is, which makes their products seem like a commodity to potential buyers. I actually lead people through an exercise to help them determine the ways their products and services are truly unique.

WAYPOINTS: If you were charged with re-energizing a company’s sales force, what would be your strategy and where would you start?

COOPER: It actually has to start at the top, with a CEO who really wants to change the company culture. That requires an effective strategic plan and significant investments in training — in all departments, not just the sales team. This can be daunting, both because of the cost involved and because most people fear and resist change. But change is essential and it’s been proven time and again that investments in training yield massive returns in sales, customer satisfaction and profitability.

WAYPOINTS: In today’s challenging economy, it’s harder to get people financed and into new boats, even when they’ve made the emotional commitment to buy. How do you recommend sales professionals and managers overcome or address this major barrier to sales?

COOPER: Dealerships need to be proactive about exploring alternative financing options. And salespeople need to be proactive about asking prospective buyers about their credit. Most people have no idea what their credit score is until it’s too late.

WAYPOINTS: Many of those who have money to buy sailing products and services lack confidence to invest due to the economic conditions and threats of the past 18+ months. Your recommendations as to how to help convince them to buy and get off the bubble?

COOPER: Tap into their emotions. Too many salespeople are too busy regurgitating features and benefits. THAT’S NOT WHY PEOPLE BUY A SAILBOAT! Find out what excites them about sailing. Get them to imagine being out on the water. Have them describe to you what they would do and where they would go. When the prospect’s excitement exceeds their fear … THAT’S when they’ll buy.

WAYPOINTS: What is required to become a sales LEADER today?

COOPER: You have to evolve. You have to abandon some — if not most — of your old ways of doing business and adopt new ones. This means you must have an open mind; you must be honest with yourself; and you must have the courage to embrace change.

WAYPOINTS: What will those attending the Sailing Industry Conference learn from your presentation that they can take home and apply to their own businesses?

COOPER: A lot. They’ll discover what buyers really want, how to make sales presentations shorter and more persuasive, the two most important sales skills and how to master them, how to position their product or service as their prospect’s best choice, and much more.

WAYPOINTS: Why do you believe sailing businesses should invest in attending the Sailing Industry Conference? What’s in it for them?

COOPER: If you want to grow your business, you need to be constantly learning. At the Sailing Industry Conference, attendees will receive the latest marketplace data, new ideas, and best practices. What they pick up over the event’s two days will help them improve their sales, their customer satisfaction levels and their profitability!

WAYPOINTS: Any others thoughts or comments you’d like to share regarding your presentation or content?

COOPER: Although the program is called The Future of Selling, it’s not just for salespeople. Sales managers, CEO’s, product development teams and entire marketing departments should hear it as well.

One thing I can guarantee is that nobody will be bored. Besides being tremendously insightful, this program is a lot of fun. People will find it entertaining as well as informative. It will make a great capstone to a tremendous conference!

Click Here to register for the 2010 Sailing Industry Conference and Regatta

Wanda Kenton Smith is editor of Waypoints, president of Marine Marketers of America, national marketing columnist for Soundings Trade Only since 1997, and owner/president of Kenton Smith Marketing, www.kentonsmithmarketing.com For more information or to comment on this story, e-mail wanda@kentonsmithmarketing.com