Learn from a successful businessman with 42 years of sales experience across multiple industries
Learn from a successful businessman with 42 years of sales experience across multiple industries
Auctions & small business, Management, Sales & selling (general)
Over a career of more than 40 years, Joe Denham has trained many salespeople through stand-up presentations and lectures. Now he shares those lessons and his knowledge in /The Sales Professional/ with anyone who has a strong work ethic and wants to to succeed in sales.
This book not only seeks to help existing salespeople who want to succeed - Who doesn’t? - it’s also for people who want help getting started in a career in sales. Many good sales staff in the corporate world become quickly disenchanted because of a lack of early sales success, generally due to a dearth of real guidance and structure in the way they approach their chosen careers. This book aims to bring some discipline and professionalism into the way they conduct business.
Experience is not something you can buy. However, when someone like Joe Denham passes his experience on to you through a book like this, with explanations and an understanding of the sales process that are logical, simple, and straightforward, you will benefit beyond your expectations.
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During my time at Wayfair, I had the pleasure of working with Joe and his team. As a category manager at a major retailer, I’ve encountered a wide range of salespeople, ranging from the transactional folks who are just there to make a sale (which has always been ironic to me given Wayfair doesn’t buy any inventory), to the “relationship-oriented partners” (i.e. Joe). From day one, I knew I could rely on Joe and his team to work with me to grow our mutual businesses. It’s incredibly refreshing to work with a team that asks questions rather than coming with all the answers; a team that is receptive to fresh ideas and opportunities, a team that is reliable and follows through on promises, a team that is transparent and honest regarding roadblocks we inevitably faced; and yet also committed to working closely to overcome challenges in a mutually beneficial manner. Joe and his team bring a level of professionalism, respect and fun with them that is authentic and unparalleled. As a united team, we were able to achieve great business results, while also having a bit of fun. I’m grateful for the opportunity to work with and learn from Joe. ~ Bailey Cornog
I met Joe socially and after a fairly short period of time he told me there was a position in his company and he wanted to offer me the role. It was a sales role. Managing partners and selling direct to clients. I thanked him for his consideration, but I had never knowingly or deliberately sold anything to anyone. I came from a corporate training background. I had started working in the Middle East only 6 months prior. Not only had I not sold before, but this was a competitive multicultural territory, which added to the degree of difficulty. Joe asked me to spend the day with him as he felt he might provide me with a different perspective. This resulted in me joining a month later and being handed Oman as my first territory. A country I had visited once for a weekend. I had joined three months into the financial year with the annual quota for the country hanging over me. I was initially concerned that maybe I had bitten off more than I could chew. Joe provided me with guidance on the management of the territory, choosing critical targets finding the right person within the organisation and planning the approach. Understanding the customers goals and objectives and structuring the conversation around how we could help them deliver. Illustrating that working with us was an investment they had to make all based around an incremental process. I exceeded the annual target in 8 months. The year after I became the top salesperson in the region and had the largest number of clients with around 80% on multi-year contracts. On the day I spent with Joe prior to joining I asked him what made him think I could do this. He told me I was developing and delivering training and therefore effectively ‘selling’ ideas, strategies, and systems to rooms full of people all the time. He went on to say that we are all in effect, selling. Whether it’s in an interview for a new job or striving for promotion, it’s just that most of us don’t know it or think about it in those terms. He said just imagine what could be achieved if you were provided the knowledge and opportunity. ~ William Spindlow CHRM
When I first met Joe in the early 90’s, the Denham Method was yet to be branded as such, but it was there already, and working. The concepts of Pipeline’s, Forecasts, the Sales Cycle, quality presentations, having the right resources to demonstrate but more importantly understanding the Client’s buying cycle were clearly defined. The first time he told me, it became obvious. It wasn’t obvious before that because no-one had ever explained it that logically before. We are talking of the days before Smartphones, when laptops were luggable and the Internet was not even in black and white yet, so the process was still mostly manual, using land lines. This meant you had to know not just where they were in the cycle - but where they were physically, and that meant a continuous contact process and ensuring follow-ups were both timely and on time. I accompanied Joe as the “Techie” to support him in calls for large, technical sales. It was easy, because not only were we confident we had the best product, but I also knew exactly what the client wanted and expected to see. That’s because he ensured that the progression from a lead to a qualified prospect was consistent, detailed, and accurate. To this day I still have a notebook and a pen at every meeting I attend - online or in person. Our in-house CRM design is based on this methodology and has been for 30 years, and it still works because people buy from people. You must be single minded, self-motivated, and become the guide to take the customer through the process until they realize that you really do have the best product / solution / service - and they want to buy it from YOU. Now, it’s smartphone based with AI supported CRM tools, but the basis and principles have never changed. People still buy from people. The Denham Method as described here is a logical process to take an introduction and get the order, and once consistently applied, you will get the order more often than not. And while never explicitly stated, obviously, never ever drink more than 15 Suffering Bastards the night before a key presentation. ~ Blair Duncan
In my journey in the world of sales, I have been fortunate to have the guidance and support of an exceptional mentor, Joe. His training methods have been instrumental in shaping my career and transforming me from a sales novice to a confident professional. What sets Joe apart is his steadfast commitment to honesty and integrity. He installed in me the importance of conducting business with transparency and sincerity, values that have not only made me a better salesperson but also a more trustworthy individual. Joe's sales training is a testament to the belief that a strong work ethic can lead to unparalleled achievements. His steadfast dedication to excellence has shown me that with the right attitude and diligence, one can accomplish anything. It has inspired me to approach every task with a relentless determination to excel, knowing that hard work and dedication are the cornerstones of success. Another core lesson I have learnt is the art of controlling a meeting - a skill that has proved invaluable in my interactions with clients. Joe's sales training is meticulous and comprehensive, providing me with the tools and knowledge to confidently navigate complex sales conversations even with high-level individuals. I now find myself comfortably seated in meetings with influential clients and I attribute my success in the sales world to his enduring support and guidance. Moreover, Joe's guidance has not only helped me flourish in my career but also in my real life, as his principles of honesty and work ethic have had a positive impact beyond the office. He has taught me a multitude of invaluable lessons, and while this is just a glimpse of what has moulded me into the person I am today, I want to express my heartfelt gratitude to Joe for his steadfast support and mentorship. In every success I experience, I will always look back to you, Joe, because you have imparted so much wisdom that I will carry with me throughout my life. Thank you for all you have done and for helping shape the individual I've become. ~ Nora Metaj
I first met Joe at the National Hardware show in Las Vegas. At that time this was my first international trade show and Joe guided me during that time on how to effectively communicate and extract the required information from prospective buyers and the process in which to follow the lead up. A few months after meeting at the trade show I moved over from my last employer to work directly with Joe in international sales. During this time Joe continued to mentor me through the sales cycle as well as how to deal with international buyers on a much higher level than I had done previously. Joe taught me how, through effective presentations as well as detailed and informative approaches to controlling meetings we could ensure that we left with the desired results. During my time working with Joe, he showed me the most efficient and timely way to travel to multiple locations around the world and how different cultures work from east to west. My sales career took off under Joe’s guidance and I can recommend his sales methodology to any prospective salesperson. It works. ~ James Allan
