WCS Podcast 18 - Applying World Class Selling
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[00:00:04] Will: Hello everyone. I'm Will, your podcast host. Welcome to the final episode of our Track Selling podcast series. It's bittersweet to say that, because this marks the end of an extraordinary journey. Eighteen episodes in the World Class Selling series, and eight episodes in the Seven Steps of a Successful Sale series.
[00:00:26] Will: Together, we've walked through every chapter of Roy Chitwood's timeless book, World Class Selling. Along the way, we've explored not just the mechanics of professional selling, but the heart of what it means to connect, to serve, and to communicate with impact.
[00:00:43] Will: It's been a privilege to share this journey with you, and today we'll close the series by reflecting on how these lessons reach beyond sales and into every corner of life.
[00:00:53] Will: Take it away, Jason and Marissa.
[00:00:59] Jason: Welcome everyone, and welcome to, well, a really special conversation today. This is the culmination, the grand finale of our journey together through Roy's book, World Class Selling. Mm-hmm. We spent a lot of time digging into professional selling, haven't we? Unpacking strategies, tactics. But the biggest insight, the real core message, from Roy's book, is that selling, fundamentally, it's just effective communication.
[00:01:24] Marissa: Exactly. And that's the key takeaway, really. It means these skills aren't just for salespeople, they're for everyone. In every part of life.
[00:01:32] Jason: Right? Whether you see yourself in sales or not.
[00:01:34] Marissa: Absolutely. Roy's book isn't just another sales manual. Think of it more like a universal toolkit. It helps you persuade, connect, guide conversations, whether you're talking about a product or maybe an idea you have, or even just trying to get on the same page about something personal.
[00:01:51] Jason: So it's about achieving your goals through better communication.
[00:01:54] Marissa: Precisely. The principles we've explored, understanding needs, building rapport, presenting solutions. They work far beyond a business context. It's actually quite fascinating how universal they are.
[00:02:06] Jason: And today, we're gonna look at that breadth. We'll pull examples straight from Roy's book, from landing a job, to, believe it or not, romance, friendships, even big family decisions. It's all about empowering you to use these ideas effectively.
[00:02:23] Marissa: And it circles back to that powerful thought from Roy. A person who can't sell an idea is not much better off than a person who doesn't have an idea. That really underscores the impact these skills can have, doesn't it?
[00:02:36] Jason: It really does. Okay, let's get into it. Now, Roy's core method is the Track Selling System. We've talked about it before, but maybe a quick refresher.
[00:02:44] Marissa: Good idea. It's basically a Seven Step Framework. You start with the Approach, building that initial rapport, then Qualification, finding out what the other person actually needs or wants.
[00:02:54] Jason: Like asking the right questions.
[00:02:55] Marissa: Exactly. Then Agreement on Need, making sure you both understand the need the same way. Followed by Selling the Company, which is about establishing credibility. Then, Filling the Need, where you use that Feature-Benefit-Reaction sequence we've discussed, connecting your solution to their need. Then the crucial Act of Commitment, asking for the order or whatever is the next critical step in the sales process.
[00:03:17] Jason: Getting that yes or clear direction.
[00:03:19] Marissa: Right? And finally, Cementing the Sale. Just reinforcing the decision and ensuring everything's solid. It sounds structured and it is, but it's incredibly adaptable.
[00:03:30] Jason: And that adaptability is what lets it work outside of traditional sales, right?
[00:03:34] Marissa: Perfectly put. The skills translate directly. If you get really good at understanding needs and presenting solutions clearly, think about it, what can't you apply that to?
[00:03:43] Jason: That's a great question for all of us. Let's start with a common one. The job interview. Roy tells this story about a client interviewing for a management role, and he was just confused. The questions felt off.
[00:03:54] Marissa: Mm. They didn't seem relevant to the job he thought he was there for.
[00:03:58] Jason: Exactly. So, he used qualification questions. Those strategic probes we talked about, not just to answer, but to understand, and he discovered something pretty major. He wasn't just being considered for one position, but potentially two different ones. And on top of that, the company president had some unspoken concerns about his background.
[00:04:16] Marissa: Ah, okay. So the landscape was totally different than he assumed.
[00:04:20] Jason: Totally. And knowing that allowed him to pivot. Instead of just reacting to questions, he could proactively address the concerns and tailor his pitch for the right role, the one he was actually best suited for.
[00:04:33] Marissa: And that nails the core lesson there. Act, don't react. By using qualification, essentially, he took control of the narrative. He uncovered the real issues and could address them head on. It's about turning confusion into clarity. Powerful stuff in an interview.
[00:04:49] Jason: Absolutely. Now let's shift gears completely. This next example from Roy's book. It, it definitely gets your attention. It's about applying the Act of Commitment step in romance.
[00:04:59] Marissa: Okay. I remember this one. It's quite bold.
[00:05:01] Jason: It is. So this top salesman meets a woman. They have two dates. One in December, one in early January. At the end of the second date, he lays it out there.
[00:05:10] Marissa: He doesn't waste time.
[00:05:11] Jason: No. He says, we've known each other for two years. She's like, what? Two dates? He clarifies. Yeah. 88 and 89. Then comes the Act of Commitment. He says, look, you're an attractive single lady, and I'm a divorced man. We seem to hit it off. Can you think of any reason why we shouldn't spend the night together?
[00:05:29] Marissa: Wow, that's direct. And her response?
[00:05:33] Jason: According to Roy's book, no. And uh, that was the start of something.
[00:05:39] Marissa: It's definitely memorable, but the principle behind it, the Act of Commitment in this context. It's about clarity and confidence, isn't it? Right. Once you've established some connection and understanding, it's about moving things forward decisively.
[00:05:52] Jason: Rather than lingering in ambiguity.
[00:05:54] Marissa: Exactly. Yeah. It cuts through assumptions. It's asking for what you want clearly and respectfully, once the groundwork is laid. That applies to relationships, business, you name it. It's about having the courage of your convictions, maybe.
[00:06:06] Jason: That makes sense. It's not just about closing deals. Okay. How about friendships? Can you really sell a friend on something?
[00:06:13] Marissa: Well, Roy shares a story where he was on the receiving end. His friend, jerry Beck, essentially closed him on taking a walk.
[00:06:21] Jason: Huh. How did that happen?
[00:06:22] Marissa: Roy was at a training in Niagara Falls planning to study. Jerry calls him early, 6:30 AM, wanting to walk to see the falls. Roy initially says, no, you know, thanks, but I need to review my notes.
[00:06:35] Jason: Understandable.
[00:06:36] Marissa: But Jerry didn't just accept that. He started appealing to Roy's potential reasons for going. He asked, did you ever see the falls? It's a natural wonder. Roy hadn't. Jerry pushed gently. Roy, they're really beautiful. A sight to behold, shame to miss them.
[00:06:52] Jason: Playing on the unique opportunity.
[00:06:54] Marissa: Right? Roy still hesitated, so Jerry added another angle. It's only a short walk. I would really enjoy the pleasure of your company. And that combination did it. Roy said, fine. I'll be right down.
[00:07:05] Jason: So Jerry essentially used the Fill the Need step, focusing on Roy's potential benefits.
[00:07:10] Marissa: Precisely. He hit three points that resonated with Roy: the natural wonder, the ease of it, and the value of shared company. He didn't focus on his desire for company, but on what might motivate Roy. It's a perfect little example of understanding the other person's why. Even for something simple like a walk.
[00:07:29] Jason: It really illustrates the principle beautifully. Okay, let's tackle a bigger one. Family decisions. Roy's book has this fantastic detailed breakdown of a husband using the entire Track Selling System to get his wife on board with buying a motor home.
[00:07:44] Marissa: Ah, yes, the RV story. It's a brilliant case study because it shows all Seven Steps, in sequence, in a really personal context.
[00:07:51] Jason: It starts subtly. The Approach. Hmm. He just brings up an idea. Then Qualification. He asks about her dream vacation, relaxation, no phones, travel, seeing new places, quality family time, especially with her daughter, Karen, heading to college soon.
[00:08:07] Marissa: So he's gathering all her needs and desires first. Smart!
[00:08:11] Jason: Very. Then he gets Agreement on Need, summarizing it back to her. So you want to get away, see new places, and spend more time together as a family. She agrees. Then he introduces the motor home concept.
[00:08:22] Marissa: He builds that shared vision before the solution. That's key, especially in families.
[00:08:26] Jason: Absolutely. Next, Selling the Company, he mentions the manufacturer's good reputation, a friend's positive experience. Then they get into the Feature-Benefit-Reaction. FBR cycles.
[00:08:37] Marissa: This is where he connects the RV directly to her needs.
[00:08:41] Jason: Exactly. Feature: 27 feet, two separate sleeping areas. Benefit: Plenty of room, the girls get privacy, we get privacy. Reaction question: Remember that awful camping trip two years ago, which immediately gets her recalling the discomfort. I thought we'd never speak again.
[00:08:57] Marissa: Huh. So he's linking the feature directly to solving a past pain point. Very effective.
[00:09:03] Jason: He keeps going. Feature: Easy to drive. Benefit: We can share the driving. Reaction: Where would you like to go? Feature: Private shower. Benefit: comfort and mobility. Reaction: How important is a shower? Her response is emphatic. Has to have a shower.
[00:09:19] Marissa: He's building the value piece by piece, tailored specifically to her and getting her buy-in along the way. It's methodical.
[00:09:26] Jason: Totally. Finally, the Act of Commitment. He states the price $72,800 and asks, essentially, "Any reason we shouldn't move forward?" She raised concerns. Cost, rushing things, daughter's tuition.
[00:09:39] Marissa: The objections phase.
[00:09:40] Jason: Right? And he addresses each one patiently.
[00:09:43] Marissa: Yeah.
[00:09:44] Jason: He reiterates the family benefits, clarifies the tuition funds are separate, even points out storage space. Eventually she says, "Okay." Then he Cements the Sale by reassuring her, emphasizing the long-term value for the family.
[00:09:57] Marissa: It's a masterclass in patience and empathy, really. Following the steps, yes. But doing it in a way that truly addresses her perspective, her needs, her concerns. It's not about winning an argument, it's about reaching a shared decision.
[00:10:10] Jason: That's a great way to put it. And this system works just as well inside a company. Roy gives an example of a manager, Mary Parson, convincing her boss, Jack Cooper, to hire someone new for a newsletter.
[00:10:21] Marissa: Uh, the internal sale. Often trickier than an external one.
[00:10:26] Jason: Definitely. And Mary is smart. First, she does some homework. Calls Jack's secretary to check his mood. He just got back from skiing, saw good reports. So he is in a great mood, perfect timing.
[00:10:36] Marissa: Smart pre-call prep, setting the stage.
[00:10:40] Jason: Exactly. Her approach is Rapport Building, asks about the trip, mentions the good reports. Qualification, she asks how crucial good turnaround time on service is. Jack says, most important. That leads straight to Agreement on Need. They have to maintain that edge.
[00:10:59] Marissa: She's aligning her goal with his stated priorities right from the start.
[00:11:03] Jason: Precisely. And she Sells the Company. Praises her team's effort contributing to that success. To Fill the Need, she proposes the new hire for the newsletter. That's the feature. Explaining it improves customer relations, brings in business benefits. She asks, how do you feel about the newsletter?
[00:11:19] Marissa: Getting his reaction, his buy-in, to the concept.
[00:11:22] Jason: Right? She adds other benefits, like freeing up her time and helping customer service. Jack's only question is about cost, which she positions as entry level. The Act of Commitment is swift. If we can get an ad in this weekend, any reason not to set it up? Jack agrees. She Cements it by thanking him and highlighting the positive impact.
[00:11:40] Marissa: And the whole thing took what? Four minutes?
[00:11:42] Jason: About four minutes, according to Roy's book. It just shows the efficiency, when you follow the process, do your homework, and align with the other person's needs and priorities.
[00:11:52] Marissa: It really does. Preparation and structure payoff, even for quick internal conversations.
[00:11:58] Jason: It's even powerful when you seemingly have nothing to sell yet. There's this great story about Al Kauder, tasked with launching a secret new division. No products ready, no track record, nothing.
[00:12:10] Marissa: Building from scratch. That's a tough sell.
[00:12:13] Jason: Extremely. He needed to sign up top manufacturers reps at a busy trade show. These reps were actually being dropped by a competitor, so maybe they were looking, but still...
[00:12:23] Marissa: High stakes, limited time.
[00:12:25] Jason: Right? So Al used the Track Selling System first, just to get them to agree to a meeting 7:00 AM at the show. He put the phone calls on track. Then in the meetings, since there were no real products yet, they put the meeting itself on track.
[00:12:39] Marissa: How do they do that without a product to show?
[00:12:41] Jason: They used qualification questions brilliantly. They focused the conversation on what a quality company's about and the value of partnership relationships. They sold the vision, the partnership, the opportunity itself. And it worked. Almost all the reps signed on.
[00:12:58] Marissa: Wow. So they sold the relationship and the future potential, using the system structure to guide the conversation, even without a tangible thing.
[00:13:08] Jason: Exactly. It addressed the rep's core question, "What will it do for me?" It shows the system provides focus and strategy, even when you're selling an intangible concept.
[00:13:17] Marissa: That's incredibly powerful. It demonstrates the system is fundamentally about structuring communication to reveal and meet needs regardless of the product.
[00:13:27] Jason: And maybe the most profound application. Roy suggests using it on yourself, adapting the Qualification and Agreement on Need steps for self-reflection.
[00:13:35] Marissa: Turning the lens inward. How does that work?
[00:13:38] Jason: Roy describes his process. First, like Qualification, he'd write down his big life goals and shorter term ones, asking what he likes best and least about those goals, and then asking himself, has anything changed since the last time he did this exercise? He's getting clear on his own needs.
[00:13:56] Marissa: Okay. Self-assessment.
[00:13:58] Jason: He'd reflect by writing, "As I understand it now...", then pause and reflect, "I'm looking for...", and then complete the description of what he wanted. That was his Agreement on Need. Next, he'd write out what he had in his life right at that time, which corresponds to the salesperson's product or service. Did the product of the circumstances in his life still fit his specific needs and goals?
[00:14:25] Marissa: Interesting analogy.
[00:14:27] Jason: And finally, he'd look at the challenges and difficulties as the price. If the product didn't meet his needs or the price felt too high, he knew he needed to make a change.
[00:14:37] Marissa: That's a very structured way to approach self-reflection and big decisions. Did he use it often?
[00:14:42] Jason: He gives major examples. Deciding to stay at, then eventually leave, a long-term job. Starting his own company. Even buying Max Sacks International, which was a huge career shift after 16 years. It helped him clarify his own heart and mind for massive life changes.
[00:14:58] Marissa: So it's like being your own best consultant. Applying the system to ensure your life aligns with your core values and goals. It really connects to that old saying, know thyself, but gives you a practical method.
[00:15:08] Jason: Absolutely. It provides a framework for gaining that clarity, understanding the price of your choices, and making decisions with conviction.
[00:15:15] Marissa: So pulling this all together, Roy's book positions the Track Selling System not just for sales, but as this incredibly flexible, powerful communication tool. A fundamental people skill...
[00:15:29] Jason: For pretty much any situation where you want to persuade or connect or achieve an outcome with someone else.
[00:15:36] Marissa: Right? And crucially, it's not about putting on an act. Roy emphasizes this. The system works best when you make it yours. Use your words, your personality, within the Seven Steps.
[00:15:48] Jason: Be authentic within the structure.
[00:15:50] Marissa: Exactly. It gives you a roadmap, but you're still driving the car your way. It should feel natural to you.
[00:15:55] Jason: Like that quote from Dorothy Ficocello, Roy included, she said, " It helps in every facet of my life. From talking to church groups to trying to understand my teenage daughter."
[00:16:05] Marissa: That says it all, doesn't it? The range is huge because it's about fundamental human interaction.
[00:16:10] Jason: Which brings us right to the end of Roy's book and the end of our series exploring it. If you've journeyed with us, you've hopefully grasped these ideas and seen the answer to that key question...
[00:16:19] Marissa: " What will it do for me?" And the answer is, you now have the understanding, the tools, the, uh, the know-how, to really improve your communication effectiveness across the board. Not just to potentially earn more, but to connect better, have more influence, maybe even have more fun in your interactions.
[00:16:37] Jason: Roy welcomes readers at the end, into the ranks of the top 10% of professional salespeople, based on everything we've discussed.
[00:16:46] Marissa: It's really the top 10% of communicators, isn't it? People who understand how to connect, persuade, and build understanding effectively in any field.
[00:16:55] Jason: Beautifully said. So as we wrap up this final conversation, the lasting message from Roy's World Class Selling seems clear. Effective communication principles are truly universal.
[00:17:06] Marissa: They really are. They give you the power to navigate pretty much any interaction with more clarity, more purpose, and ultimately more impact.
[00:17:14] Jason: Professionally and personally.
[00:17:16] Marissa: Absolutely. And what's exciting is, the journey doesn't actually end here. Equipped with these tools from Roy's book, you're not just understanding your world, you're empowered to actively shape it through better conversations, clearer ideas, stronger relationships. It's a blueprint for a more connected life.
[00:17:33] Jason: So here's a final thought to leave you with. Think about a conversation or a goal you have this week. How could you consciously apply even one or two steps from the Track Selling System? Maybe just focus on Qualification, really listening to understand the other person's need. What difference might that make? What unexpected outcome could you achieve? The potential is there. The power really is now in your hands.
[00:17:57] Jason: Marissa, it's been such a privilege walking through Roy's book with you chapter by chapter.
[00:18:03] Marissa: Same here, Jason. We've learned so much and hopefully our listeners have too. These conversations have reminded me that selling is really just communicating and connecting.
[00:18:13] Jason: And that's something worth carrying forward into every part of life. So from both of us, thank you for listening, learning, and growing with us.
[00:18:21] Marissa: Yes. Thank you. We'll see you out there in the world putting these principles into action.
[00:18:29] Will: And so we come to the close of this remarkable journey. Over the course of 26 episodes, we've traveled through every chapter of Roy Chitwood's World Class Selling, unpacking timeless truths about what it really means to sell, to communicate, to serve, to influence with integrity. But let's be clear. This isn't an ending. It's a beginning.
[00:18:53] Will: Because the power of these principles doesn't live in the pages of a book or the words of a podcast. It lives in what you do next, the conversations you start, the relationships you deepen, the goals you pursue with clarity and conviction.
[00:19:07] Will: We want to say thank you! To Jason and Marissa, whose insights and energy have made these ideas come alive episode after episode. To Grace, who stepped in with her wisdom and warmth when I was away. To Ron Holm and Mike Thomas, co-founders of the Track Selling Institute, who continue to carry Roy's vision forward. And above all, to Roy Chitwood himself, for giving us not just a sales system, but a life system, a way to communicate with purpose and authenticity.
[00:19:40] Will: If you've listened with us, you are now equipped with tools that place you among the top communicators, the top leaders, the top 10% of professionals who choose to connect before they convince to serve before they sell. So take these lessons, make them your own, and let them ripple outward. Into your work. Into your relationships. Into your life.
[00:20:04] Will: That is the true legacy of World Class Selling. For one last time, thank you for listening. I'm Will and on behalf of all of us, Jason, Marissa, Grace, Ron, Mike, and of course Roy, this is goodbye. But more than that, this is the start of your next chapter.
[00:20:24] Will: I want to conclude with a short note about our organization. At the Track Selling Institute, our mantra is simple. "Be of Service." It's what drives us to serve sales professionals and sales leaders, and what we encourage every salesperson to live out with their customers.
[00:20:39] Will: That commitment shows up in everything we do: our live virtual workshops, our MicroTrack™ refresher courses, our Tips of the Week, and our LearnTrack™ online, self-paced learning system. You'll also find ongoing support through our podcasts and the new programs we continue to develop as we innovate and expand our offerings.
[00:20:59] Will: For over 65 years, with over 250,000 workshop graduates, we've equipped salespeople with practical tools that produce real results.
[00:21:09] Will: And as we look to the future, one thing won't change. Our promise to help you succeed by showing you how to "Be of Service."
[00:21:17] Will: Learn more at www.TrackSellingInstitute.com. Because selling with integrity isn't just a career, it's a calling.
[00:21:25] Will: Good luck and good selling.
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