The Ten Commitments that Drive Sales with Anthony Iannarino

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“Selling isn’t something you do to someone. It is something you do for someone and with someone.” — Anthony Iannarino, The Lost Art of Closing: Winning the Ten Commitments that Drive Sales

On today’s episode, Curt interviews Anthony Iannarino, highly respected international speaker, bestselling author, entrepreneur, and sales leader specializing in the complex business-to-business (B2B) sale. He is also a founder and managing partner of two closely-held, family-owned businesses in the staffing industry, leading both entities in strategic planning while growing sales. Anthony is best known for his work at The Sales Blog, which has helped him gain recognition as a top thought leader in sales strategy.

Anthony also is the author of The Only Sales Guide You’ll Ever Need; Eat Their Lunch: Winning Customers Away from Your Competition; and, The Lost Art of Closing: Winning the Ten Commitments That Drive Sales.

During the course of their conversation, Anthony and Curt delve into the ten commitments that drive sales, which are:

  • The Commitment of Time 
  • The Commitment to Explore
  • The Commitment to Change
  • The Commitment to Collaborate
  • The Commitment to Build Consensus 
  • The Commitment to Invest 
  • The Commitment to Review
  • The Commitment to Resolve Concerns 
  • The Commitment to Decide
  • The Commitment to Execute 

The Commitment to Change

Curt asked Anthony to go deeper on one of the most challenging of the commitments — the commitment to change.

“The truth of the matter is to become the person that you’re supposed to become you literally have to give up the person that you are right now, which means transformational change. It’s not just a little bit around the edges,” Anthony said. “You have to change and that’s the scariest thing for human beings to do is to say, “I got to give up what I know and what I am right now, and then I got to step into the unknown and I don’t know what’s going to happen there. I know the devil’s here. I’ve been working with these devils for a long time, but the new devil might be a nasty or fouler devil than I could ever imagine and it might be a mistake.”

So how does he suggest gaining that commitment? Learn more in this clip:

Becoming a Trusted Advisor, Instead of a Vendor

In his book, Eat Their Lunch, Anthony writes about the importance of developing a client relationship in which you are seen as a trusted advisor, instead of a vendor. 

“The trusted advisor equation, as you know from reading the books, is two parts,” he explained. “Trust, that part’s easy for me. Advice, that part’s hard. So you have to figure out how you’re going to dispense with the advice and the counsel, which means you have to up your game and go out and do the work so that you actually are somebody who has the right to give that advice because you’ve done your homework.”

Anthony describes this more in the following clip:

You can listen to Curt and Anthony’s wide-ranging discussion, which covers topics including sales, entrepreneurship, abundance mindset, and even a little bit of politics, by watching or listening at the top of this post.

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