Os 7 Pilares do Sucesso em Vendas - Rejiano Vedovatto, César Frazão

Os 7 Pilares do Sucesso em Vendas - Rejiano Vedovatto, César Frazão

Learn everything you need to know about sales and trading. Transform your life persuading clients, becoming a successful salesperson!

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Have you ever wondered why some salespeople can achieve wealth and success in their business in a short time and others are trying all their lives? All these questions were answered by Rejiano Vedovatto and César Frazão in the book "The 7 Pillars of Successful Sales".

Be aware that the difference between them lies only in developing sales skills and negotiating practices.

In this summary we will show to you all de best content of this book, including the strategies and tools given by the authors through what they call as "the 7 Pillars".

Got interested to have a prosperous future selling more than usual? Stay with us in this summary!

About the book "The 7 Pillars of Successful Sales"

The book "The 7 Pillars of Successful Sales" was published in 2019 by the authors Rejiano Vedovatto and César Frazão. The main goal is to introduce techniques and behaviors of great sellers that will take you to another level.

The book's content is divided into 7 pillars, which bring together how to conduct a negotiation, build customer loyalty, self-management and planning tools to use, and mental mechanisms.

About the authors Rejiano Vedovatto and César Frazão

Rejiano Vedovatto is a lecturer, teacher, and creator of the Neuro Reference method, which applies neuroscience concepts to high sales performance. In addition, he is a founding partner of Sales Executives Commercial Solutions.

César Frazão holds a degree in Human Resources administration and creator of the Frazão Evaluation Method. He is currently a sales consultant for large corporations and one of the most sought-after speakers on sales and salesperson motivation.

Both have had numerous sales experiences and today disseminate this knowledge through their reference methods and lectures in Brazil.

To whom is this book indicated?

The content of the book is ideal for those who want to:

  • Achieve sales goals;
  • Increase your revenues and make satisfactory profits;
  • Understand the customer better and have good negotiating weapons.

Also, if you have questions about how to develop in sales, this book is for you!

Main ideas of the book "The 7 Pillars of Successful Sales"

From the content presented in the book, we've put together the best strategies for you to develop the skills and knowledge to drive your sales team or personal sales to success.

  • The first step of a sale is planning;
  • Have a goal and a way to reach it;
  • Prospecting can be inbound or outbound;
  • Develop empathy with your customer;
  • Ask questions to know the real customer need;
  • Tell stories of satisfied customers;
  • The sales process path is Planning - Persuasion - Execution - Closing;
  • Every salesperson needs to focus on numbers, i. e. goals;
  • Time is the scarcest resource available;
  • Make use of the delegation, but accompany it;
  • A successful salesperson is productive and not busy.

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[Book Summary] The 7 Pillars for Successful Sales - Rejiano Vedovatto, César Frazão

Overview: Planning

According to the authors Rejiano Vedovatto and César Frazão, planning is one of the most important habits to achieve success, because when you stop planning and organizing your day today, you lose a lot of money.

Therefore, you need to plan ahead. You need to note some points, such as:

  • You need to be objective with your purpose, making it clear where and when you want to arrive;
  • Outline a plan to achieve this goal, so you will develop solutions in advance;
  • Execute.

The next step is to define your ideal client, for this, the authors present a form to fill in. It contains data such as gender, age, income, occupation, children, among others.

After that, you should know their pains, doubts, and dreams, and lastly, know what your customer sees, hears, does and feels.

Thus, it is possible to create a strategy focused on assertiveness.

There are two types of essential sales planning: the physical, which is geared to sales material, such as order book, contract, free sample, satisfied customer testimonials, catalogs, and many others.

The second is mental, it is very important for you to achieve success, it is related to your ideas, focus, strategies, dedication, knowledge, and others.

Stay tuned and don't let mental planning saboteurs cause your sales to fail, so it's important to know them, the main ones being poor time management, anxiety, and ignorance.

Overview: Prospecting

Big sellers make constant use of prospecting because it is important for you to generate income for a long time, after all, if we focus only on existing customers, problems with the results will appear.

Prospecting can be divided into inbound, where it uses tools and techniques to attract the customer, or outbound, which aims to use traditional tools to pass the prospect to the sales team.

For approaching salespeople, "The 7 Pillars of Successful Sales" claim that creating rapport is the most effective. But what is this?

Rapport is a psychology term that comes down to creating an empathetic bond with your client. It combined with friendliness and knowledge are the keys to a good approach.

In addition, it is important to gain customer trust, for this, the book presents two practices, which are:

  1. Repeat the customer name during conversations;
  2. Listen carefully while the customer speaks and never interrupt him.

Overview: Make an accurate diagnosis

In this pillar, the authors present how important it is for you to raise customer real needs before continuing the sales process.

This diagnosis is often made by key questions, which help remove sales obstacles and sellers' thinking.

Thus, questions can be divided into three types:

  1. Need: serves to understand your client's current situation and ancestors. Examples: "Do you travel a lot?" and "How is business?"
  2. Problem: Once the situation is understood, it is time to explore the difficulties and problems. Examples: "Is this equipment difficult to operate?" and "Is the sales force unmotivated?"
  3. Consequence: This is to show the customer what can happen if the problem persists. Example: "How is this difficulty in operating equipment impacting plant productivity?"

Overview: Undisputed Sales Proposals

"Without the perception of pain, there is no perception of value."

A successful salesperson has in mind that the customer not only buys a product but what that product can do for them. This is where the concept of value comes in. It can be perfectly achieved by presenting the features, benefits, and advantages of the product.

A simple exercise that the authors present is the "so what" technique. Most of the time, when you talk about the characteristic of such a product, the customer asks himself "so what?". You as the responsible person have to answer it, so speak the feature of the product and complete "This means...", this benefit will be the key to the turn to purchase.

When it comes to explaining the product to the customer, you cannot confuse it and cannot generate any doubt. For this, it is recommended that you clearly design your product in the customer's mind. You can actually draw, pick up a blank sheet, use arrows, circles, underline... write your proposal there.

Also, another point that can help you a lot is telling stories, especially those from satisfied customers. You can even make use of testimonials in videos and photos, this will eliminate the customer's fear and objections.

Overview: Negotiate well and close many sales

Rejiano Vedovatto and César Frazão say that modern trading is divided into 4 steps:


To negotiate well, you must feature that we cite back, the planning. In this part, it is treated more specifically.

Thus, the authors listed four factors that should be taken into consideration:

  • Place of negotiation: Always make the option to trade in your company, in your place, as you already have a focus on this place and the necessary resources;
  • Position of chairs: chairs always side by side, so the image of friendship passes and the two are looking for the same goal;
  • Customer style: Prepare according to each customer's profile;
  • Negotiation time: Plan and use the time to your advantage, because "who has no time negotiates badly".


This is the stage where you get wherever you want with the client, you have to conduct the game. Therefore, you can use arguments such as:

  • The argument from authority: Famous positions, titles, and uniforms are great advantages in a negotiation. Have you thought about your position? No? So be the expert in what you sell, just by presenting it you already impose authority on the subject;
  • Reciprocity Argument: Whenever you give a tasting, free sample or something, the customer becomes obligated to give something back to you;
  • The affair of affection: Make sincere compliments to your client;
  • Social Approval Argument: Uses appeals that everyone likes and relates to what they are selling;
  • Commitment Argument: For those customers who get tangled up, this argument is about making the customer have an appointment with you. In this way, a customer question is asked and then a question reinforcing commitment, such as "Can I trust your word?" or "Do you give me your word that will call me when you make a decision?";
  • The argument from scarcity: Scarcity tends to value your product when you have limited products, promotions to this day or something like that causes the customer to be desperate and afraid to be without.


This is where the whole strategy and knowledge will be put into practice. Thus, you need to be calm and not offer all conditions at once. But what conditions?

Well, in trading it is important at first to set a high bid so that you can lower it during trading until you reach the desired value.

Moreover, "never give anything, always requires a counterpart". For example, you can say that you get a 10% discount if it brings another product from the store, always use the expression "if".


Once you have finished trading do not waste time and go straight to the close of the sale.

If the customer says he will think and then returns, insist a little more, try to find out what prevents the purchase and plan actions for the sale to take place. Even so, if the sale does not go out, and the customer says he will come back tomorrow, leave time and date.

The authors tell us that it is better for you to insist a little without being boring and to hear a no true than a false yes.

Overview: Will and Goals

This pillar is geared towards mental posture, and the good thing is that it can be developed.

The first thing salespeople need to focus on is the numbers, that is, the goals and value they need to sell. So focus on how much you need to sell each day to meet your goal at the end of the month and agree to get it.

If you have a sales team, "The 7 Pillars of Successful Sales" recommend that you stick to a chart, outlining their results and how much you still have to sell, so the sales team focuses on the results.

In addition, they present four tips for you to achieve sales goals:

  • Focus: You can only hit what is in your sights;
  • Will: You are the only one who may want for you;
  • Determination: Run and never stop midway;
  • Visualization: Imagine in detail what you want.

Overview: Self Management

Undoubtedly, time is the scarcest resource, so we need to manage it well because with its loss we are losing money as well.

Emails are not at all effective for sales, but even so, if you want to keep trying, do so outside your business hours.

Be aware of personal things like social networks, because every time you use them it takes time to concentrate on the activity you were doing.

Also, avoid holding a series of meetings, often you can settle the matter by phone, WhatsApp or Skype. In addition to saving time, you also save financially.

In this part, the authors introduce us to the art of delegation, it happens when you pass your tasks on to other people, so your focus is totally on selling. But when delegation occurs, you need to monitor and account for the activity. Never delegate something that is your talent.

Finally, it is presented how important is the salesman to be productive and not busy, because his mission is to sell and not get bogged down in daily bureaucratic jobs.

What do other authors say about it?

Jeffrey Gitomer, in "The Sales Bible", leaves his message: Be honest with customers. If you want to help them, the feeling will be reciprocal as this helps the process of building trust and even loyalty to your service.

In the book "25 Sales Habits of Highly Successful Salespeople", Stephan Schiffman points out that you should not use tricks such as stating that the person has just won a draw. Successful salespeople inspire confidence, a good leader's brand has the vision, deserves respect, is responsible, has a clear sense of direction and confidence.

According to Robert B Cialdini, in his book "Influence", everyone uses to influence and is a target for it. He explains that persuasion practitioners know exactly what they want and where to go, so they use six psychological principles, addressed in his book, to achieve their goals.

Okay, but how can I apply this to my life?

Now that you know the key parts of each pillar, you have the ability to apply them to your daily life and aim for success.

So, do it! Don't expect miracles to happen without action. After all, to change your sales process, the change starts with you!

Finally, in addition to all the content presented, we leave some tips from the authors that will make it easy to apply on a daily basis, which are:

  • Mentally prepare to close sales early in the morning;
  • Try at least three different ways to close sales;
  • Decorate answers to the objections that will come;
  • Prepare a high impact approach;
  • Search for information about your client's market;
  • Be on time, leave early;
  • Use a calendar to schedule your day.

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Book 'The 7 Pillars of Succesful Sales'