Ninja Selling by Larry Kendall
Ninja Selling by Larry Kendall offers a fresh approach to sales, focusing on value creation through mindset, problem-solving, and relationship-building rather than high-pressure tactics. This guide is designed to help sales professionals—particularly real estate agents—adopt a customer-centered philosophy, fostering lasting connections and achieving sustainable success in a challenging market.
Who May Benefit from the Book
- Real estate agents seeking a customer-centered sales approach
- Sales professionals interested in value-based techniques over traditional high-pressure tactics
- Business owners aiming to improve client relationships
- Individuals looking to adopt daily success habits for personal growth
- People wanting practical techniques for consistent customer engagement
Top 3 Key Insights
- Master Your Mind: Your mindset determines your outcomes. Focus on gratitude and affirmations to build success-oriented habits.
- Create Value, Don’t Sell: Approach sales as problem-solving. Prioritize customer needs and become a trusted advisor, not a pushy salesperson.
- Implement the Ninja Nine: Develop daily and weekly habits that structure your workflow and consistently attract opportunities.
7 More Lessons and Takeaways
- Build Lasting Relationships: Consistent communication with clients keeps you visible and top-of-mind.
- Follow the Consultation Process: Use a four-step process to understand, connect, and help clients make informed choices.
- Adapt to Personality Types: The DISC framework helps tailor your approach to match the client’s personality.
- Systematic Buyer and Seller Processes: Employ structured methods to guide transactions smoothly.
- Practice Daily Gratitude: Start each day positively; gratitude reprograms your mind to focus on growth.
- FORD Framework for Engagement: Understand clients’ Family, Occupation, Recreation, and Dreams for personalized value.
- Sustainable Work-Life Balance: Consistent habits and relationship-building create a fulfilling career without burnout.
The Book in 20 Words
A guide to value-centered selling, Ninja Selling emphasizes mindset, problem-solving, and relationship-building for sustainable and meaningful success.
The Book Summary in 1 Minute
Ninja Selling teaches sales professionals how to thrive by focusing on relationships and personal development. Central to the approach is mastering one’s mindset through gratitude and positive thinking, which enhances decision-making. By practicing value-driven, customer-focused habits, such as the Ninja Nine and FORD framework, agents can build trust and rapport. The book introduces a four-step consultation process that emphasizes listening and adapting to client needs rather than aggressive selling. With consistent communication and tailored interactions, sales professionals can create a steady client pipeline and long-term satisfaction, both for themselves and their clients.
The Book Summary in 10 Minutes
Mastering the Mind: The First Step in Ninja Selling
The foundation of Ninja Selling is mindset. Kendall argues that one’s thoughts and energy directly influence life quality. By focusing on gratitude and practicing positive affirmations, sales professionals can align their mindset for growth and success. This involves techniques like programming the Reticular Activating System (RAS) to focus on opportunities, making agents more receptive to achieving their goals.
Key Techniques to Master the Mindset
- Start Each Day with Gratitude: Cultivate a positive outlook to enhance resilience and focus.
- Visualize Goals as Already Achieved: This helps cement belief in their attainability.
- Use Affirmations: Reprogram the subconscious mind to support desired outcomes.
Shifting Focus: Create Value Through Problem-Solving
Ninja Selling emphasizes solving problems rather than hard selling. Kendall advocates understanding clients’ needs and offering tailored solutions, positioning oneself as a consultant and partner.
The FORD Framework
The FORD method is integral to creating value in interactions:
- Family: Ask about the family situation to understand motivations.
- Occupation: Learn about their work, uncovering potential needs.
- Recreation: Engage with their hobbies for a personal touch.
- Dreams: Discover future aspirations to build a stronger connection.
Implementing the Ninja Nine: Daily and Weekly Success Habits
The Ninja Nine, a set of daily and weekly actions, helps create momentum. These habits streamline work, freeing up time and ensuring consistency in results.
Daily Habits
- Gratitude: A daily practice to maintain positivity.
- Preparation: Show up mentally and physically ready to work.
- Personal Notes: Write two personalized messages to maintain connections.
Weekly Habits
- Customer Service Calls: Regularly check in with clients to address questions.
- Live Real Estate Reviews: Update clients on market trends.
- Database Updates: Keep contact information current for future opportunities.
Flow: Building Relationships Through Consistent Communication
Flow represents ongoing communication with one’s network. This can be accomplished through automated and live interactions. The “8 in 8” strategy is a recommended approach, sending one piece of valuable content per week for eight weeks, followed by a phone call and an in-person meeting. This flow keeps agents visible, ensuring clients remember them when they need services.
The Ninja Consultation Process
Kendall introduces a consultative approach to sales, following these four steps:
- Connection: Building trust through genuine rapport.
- Information Gathering: Asking questions to deeply understand client needs.
- Solution Development: Tailoring solutions based on client input.
- Proposal Presentation: Offering options, allowing clients to choose comfortably.
This method centers on the client’s decision, positioning the agent as a guide, not a salesperson.
Tailoring Communication to Personality Types
Ninja Selling adapts the DISC personality model to enhance communication:
- Power People: Goal-oriented; need efficiency.
- Party People: Spontaneous and social; engage with enthusiasm.
- Peace People: Conflict-averse; require patience and stability.
- Perfection People: Detail-oriented; prefer data-driven communication.
Understanding these types helps agents align their language and tone to the client’s preference, enhancing rapport and trust.
Systematic Buyer and Seller Processes
A structured, step-by-step approach to buying and selling builds transparency and comfort for clients.
Buyer Process
- Begin with an introductory meeting, clarify goals, and set expectations.
- Use exercises like the “Dream Home” to ensure clarity.
- Guide clients with clear next steps and regular updates.
Seller Process
- Start with a pre-listing interview, walkthrough, and timeline discussion.
- Discuss pricing strategy transparently, addressing any concerns.
Through these structured processes, agents can guide clients effectively, easing transaction-related stress and supporting informed decisions.
About the Author
Larry Kendall is an accomplished real estate professional and developer of the Ninja Selling system. His work has transformed the industry, focusing on ethical, client-centered techniques that build trust and genuine relationships. Kendall’s teaching, rooted in psychology and communication science, has reached professionals worldwide through seminars and workshops, providing tools for effective, satisfying, and sustainable sales careers.
How to Get the Best of the Book
For maximum benefit, approach Ninja Selling as a practical guide. Implement its techniques daily, from gratitude practices to the Ninja Nine habits. Regularly revisit chapters on mindset and relationship-building to stay aligned with the book’s principles and continuously improve your approach.
Conclusion
Ninja Selling is an invaluable resource for professionals seeking a people-centered approach to sales. Larry Kendall’s methods foster genuine connections, creating a client base built on trust rather than transactions. By prioritizing problem-solving and mindset development, the book equips readers to succeed consistently, achieving a balanced and fulfilling career in sales.