Larry Heiser has enjoyed extraordinary success throughout his sales, management and training career. After earning his Bachelor of Science Degree from Eastern Washington University he began his sales career selling door-to-door insurance and quickly discovered that he had a talent for selling; winning the quarterly "District Sales Person" two out of three times. As a loan officer for Household Finance Corp., Larry set the single month, annual and all-time records for both unit volume and total premium and was quickly promoted to Branch Manager of a struggling Eugene Oregon Office where it, under his leadership, became the top producing Branch Office in loan account gain and insurance production in the U.S.
His automotive career began when he joined Pat Ryan and Associates in 1989 as an F&I Specialist. It was on the Morning of the first day of attending Ryan's two-week F&I training course that Larry discovered his passionate desire to be a sales and management instructor. At lunch on that first day, he approached his class facilitator to discuss what he needed to do to earn the position of National Sales and Management Instructor. Larry then spent the next 6 years on a mission to achieve his goal. One year as a F&I Specialist and two as a "Circle of Excellence" award winning Account Manager; Larry left Ryan to gain the automotive retail management experience he felt a necessary to become a more credible sales instructor in the automotive industry.
At Vancouver Ford located in Vancouver Washington, Larry gained the management experience he sought serving as the Financial Services Director. During his time there he was responsible for doubling the "dollar per car" and "product penetration" of the 5 person department. After three years of success he rejoined Ryan as a National Sales Instructor and in 1997 won " Trainer of the Year" .
In 1998, Larry took a forward step in his career by joining the University of Toyota. As a Regional Performance Development Manager he provided real-world training to sales professionals in 5 states.
In 2001 Larry formed his own company and since has provided various training related services such as curriculum development, sales training, subject matter expertise and train-the-trainer facilitation for numerous companies.
With an eye toward the future and the realization that while customers' purchase processes have dramatically evolved, sales training has changed little, Larry has spent the last several years writing his book " Selling Defined" . Published in July of 2015, Larry believes the concepts presented will revolutionize mainstream thinking related to selling products and services within all industries.
Finally a book about sales where the author doesn't tell you how great he was or how if he could do it then you should be able to as well. I've never considered myself a sales person. This book has made me proud to be a sales professional.
Donna A., Pleasanton, CA
All of these years I believed and have been told that I was a naturally gifted seller. Now I know what really makes me successful. Thank you!
Fred J., Itasca, Il
"It's an entertaining, fast moving book that has vaulted me from a mediocre sales consultant tothe most successful sales professional in my company."
Bernie G., Baltimore, MD
"Finally, a book that showed me that I can be a real person and still sell at the highest level."
George F., Athens, GA
"Selling Defined has been and is an excellent tool in helping my business thrive. It is a tool well worth the investment."
Lili P., Portland, OR