5 Simple Sales Lessons for Non-Salespeople An author hawking his books in the park provides some examples for strategies that can easily be adapted for your business.

By Jeff Shore Edited by Dan Bova

Opinions expressed by Entrepreneur contributors are their own.

Garrett Buhl Robinson is not your stereotypical salesperson. But he is one of the most effective salespeople I have ever come across.

Robinson is the author of three self-published books and, as any author will tell you, writing a book is much easier than selling a book.

My wife Karen and I caught a glimpse of Robinson as we leisurely strolled through New York City's Bryant Park. I watched with growing curiosity from a distance as he initiated contact with scores of park-goers.

Related: Whether Inside or Out, the 4 New Realities of Closing Sales

Most people politely walked by, but a precious few stopped to chat. And if you stop to chat with Garrett Buhl Robinson -- trust me on this -- you will buy a book.

Robinson delivers a rock-solid presentation in his own very simple sales format.

1. Initiate contact. Robinson positions himself at the intersection of two busy walking paths where he will most certainly encounter passers-by enjoying the afternoon. He greets anyone (and I mean anyone!) who makes eye contact with a pleasant and upbeat, "Hi there -- how's your day going?" Simple, authentic and effective.

Simple sales lesson: Talk to everyone in a positive and upbeat approach.

2. Discovery. When people stop -- most do not -- Robinson asks a simple question to engage them in the topic at hand. "Do you like to read?" (The answer is always "yes.") Then he follows up with, "Do you prefer fiction or poetry?" At that point he simply picks up the book that fits the customer's preference.

Simple sales lesson: Identify two or three quick qualifying questions that will help you solidify the interest of your customer.

3. Demonstration. Robinson simply picks up a book and offers a 30-second tour. The presentation is well rehearsed and, yet, exceedingly conversational. Most importantly, Robinson demonstrates a real passion for his work. And it all makes perfect sense to the customer.

Related: 4 Ways to Build Trust Quickly

Simple sales lesson: Keep your presentation brief, exciting and passionate.

4. Ask. Robinson's close is neither scary nor complicated. "Would you like to purchase a copy? It's just $10." He delivers the question with a smile on his face and he absolutely assumes that the answer will be "yes."

Simple sales lesson: Just ask for the sale! Keep it simple and conversational -- but ask!

5. Referrals. Robinson doesn't stop there. He hands everyone a business card with his website and contact information, and he asks people to post their thoughts on the book on their social-media page. Nothing like external validation from the masses!

Simple sales lesson: Why stop at selling just one book when you can sell five more?

As I said, Garrett Buhl Robinson is not your stereotypical salesperson. But he understands the selling process in a very profound way.

He exudes passion for his product and willingly puts himself outside of his comfort zone to connect with his customers and asks for the sale.

Did I just describe you and your own commitment level? Or is it time to get out there and apply some of Robinson's lessons?

Related: The 5 Irrefutable Principles of Selling

Jeff Shore

Entrepreneur, Sales Expert and Author; Founder of Shore Consulting

Jeff Shore, of Shore Consulting, is a sought-after sales expert, speaker, author and consultant whose latest book, Be Bold and Win the Sale: Get Out of Your Comfort Zone and Boost Your Performance, was published by McGraw-Hill Professional in January 2014.

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Science & Technology

The Next AI Tool in Your Arsenal Is Here — How AI PCs Will Make Businesses More Competitive

AI PCs are transforming business operations by integrating powerful AI capabilities — like automation, personalized user experiences and enhanced security — into scalable, energy-efficient devices.

Business News

'It's Been Hell': Disgraced Theranos Founder Elizabeth Holmes Says Prison Life Involves Reading 'Harry Potter' and Working for 31 Cents an Hour

Holmes is serving her sentence at Federal Prison Camp Bryan, a minimum security prison for women in Texas.

Business Process

I Wish I Knew These Things Before Selling My Company — The Questions I Should Have Asked and Mistakes I'd Avoid

Selling my business was a financially rewarding yet emotionally challenging journey. It taught me that, beyond contracts and negotiations, the hardest part is letting go of the culture, identity, and community I built.

Business News

You Can Download TikTok Again Through U.S. App Stores

Apple and Google initially pulled TikTok from their app stores on January 18.

Growing a Business

4 Advanced Marketing Tactics for Small Businesses That Actually Work

Small businesses can adopt advanced marketing strategies to stand out and achieve sustainable growth. Techniques like personalization, content clusters and virtual events help build stronger customer connections and deliver real results.