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8/4/2019 Sales Training: Report From Master Sales Trainer
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The Seven Deadly Sins Of Sales
The Most Common Sales Mistakes That Will
Kill Your Commissions, Break Your Deals,
And Cost You Money
By: Joshua Fuson
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Copyright Notice
Copyright 2011 HBSA, Inc. All rights reserved. Content may be freely distributed, but not
sold or reproduced for profit by any entity without prior written consent.
Copyrighted materials cited in this course are reproduced here for educational purposes only
under fair use provisions of U.S. Copyright law.
This publication is designed to provide accurate and authoritative information with regard to the
subject matter covered. It is provided with the understanding that the author is not engaged in
rendering legal, accounting, or other professional advice. If legal advice or other professional
assistance is required, the services of a competent professional should be sought. Joshua Fuson
and HBSA, Inc. individually or corporately, do not accept any responsibility for any liabilities
resulting from the actions of any parties involved.
If you have any questions as to the terms of this notice, please write us at:
HBSA, Inc
5550 Wild Rose Ln
Suite 400
West Des Moines, IA 50266
Or email us: [email protected].
Disclaimer
Im not politically correct. Sometimes I swear. I dont use he or she equally in my writing
not because I have some weird axe to grind or a hangup with equality (I actually think females
have a distinct advantage in selling situations), but because I think it looks stupid to write he or
she its wordy and unnecessary. Im not trying to offend this is how I talk and write. If thatoffends you, then I apologize in advance. If you are easily offended, then you might as well save
yourself the time and go read something else. This work is based on years of real-world sales
experience not academic theory. I sincerely hope it helps you in your career and life.
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Because only one thing counts in this lifeget them to sign on
the line which is DOTTED!
- Alec Baldwin, Glengarry Glenn Ross
Question: Do you hate salespeople?
I dont hate them but I dont like them very much. And its not for the reasons you
might think.
Many people have a very negative image of the sales profession, and those who
choose to engage in it. Ive even seen many salespeople that have a negative image oftheir own profession. They say they are in business development or they try to church
it up with some sort of vague, professional descriptionwhen the reality is that they are
paid to sell. As if selling for a living is something to be embarrassed about or ashamed
of.
But why is that?
What exactly is there to dislike about sales and selling?
Some think that sales people are inherently dishonest that they will promise one thing
and deliver another, all in the name of making a quick commission.
Some think that all sales people will try and stack pressure on them to make a sale
that they will be forced into buying something they dont really want or need.
Some think that sales people will try and make whatever they are selling sound great
even if it sucks. Or that sales professionals lack objectivity and honesty in the way they
present the product, service, or opportunity they are selling.
If we put the profession under a microscope, we see that it doesnt enjoy a super-
positive image. I mean, you hear parents and grandparents bragging about their kids if
they are doctors or lawyers or engineers. But you typically dont hear a mom or
grandma bragging about her son the salesman.
So theres all this negativity towards the sales professionand yetits the highest
paid profession on the planet.
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We all know that sales is one of the few professions that have unlimited earnings
potential. I can personally vouch for the fact that the sales profession is the most direct
path to a fantastic income.
There are several other perks beyond high earnings. Things like flexible hours and
scheduling, the possibility for residual income, meeting great people, and a very excitingday-to-day work environment.
Not only that, but once you know how to reallysell, you never have to worry about how
you will generate income again. The ability to generate sales is one of the most
transferable skill-sets that you can ever acquire. No matter what the economy may be
doing, you have a high-demand skill-set that will command top-compensation from any
company worth their salt.
All these good perksand yet so many folks hate the sales profession and the sales
people that are in it.I dont know exactly why that is. But allow me to submit one idea that you may not have
considered:
People hate sales and sales professionals because many of the
people in the profession completely suck at their job.
Many sales people are just terrible. They have bad attitudes, poor skill-sets, and
questionable ethics. They flake out. They dont return calls. Instead of treating the
profession as an art and craft, they look at it as just another job to pay the bills. Clients
are just dollar signs. Products are just a means to an end. Truth be told, the sales
professional would be happy to just bag enough beer money to have a good weekend.
Bleh.
If you are a salesperson, and Im describing you then let me tell you that I dont think
this situation is necessarily your fault. The ugly reality is simply this: there is a
tremendous void in the sales training department of most organizations. Ive seencompanies develop sales training programs that are comprised of throwing the trainee
at a more seasoned (but equally under-trained) sales rep that could care less about
their job. After shadowing the other under-trained guy, the organization deems the
trainee qualified. And the circle of underachievement repeats itself.
Some companies dont even go that far. They think of their sales professionals as
order takers people who are viewed as liabilities as much as assets. They dont have
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much confidence in their sales reps they think theyll screw up the sale. So instead of
investing into their sales professionals, they invest in creating fancy brochures, knock
em dead powerpoint presentations, and beautiful websites and videos, all in an effort
to dummy proof the sales process. They focus on generating more and better leads,
or on getting the message out using mass-media. All the while, the lowly sales
professional is mostly ignored an under-developed asset that has more selling
potential than any brochure or powerpoint could ever have.
While I love generating leads and websites, I know that when it comes to generating
revenue, there is nothing so powerful as having a highly-trained, professional, and
motivated sales person ready for the job! Nothing is his equal.
Would you like to be that person?
I hope so. I hope youre wanting to be the highest-earning sales professional in yourorganization. I hope you want to be the envy of your colleagues, the pro that sets the
standard for everyone else!
Im going to show you why you dont have to be a slime-ball to be in sales. That in fact,
REAL sales professional never, ever lie. That REAL sales professionals are good on
their word not just most of the time, but ALL the time, EVERY time. That REAL
closers get the deal done precisely because of their integrity and ability to make the
client feel great about the whole process from start to finish. That REAL sales
professional are amongst the highest paid people in the world simply because there are
SO FEW who really know how to do it properly.
And Ill tell you this - if you are willing to flush all the nonsense youve been fed up to
this point about selling, and honestly look in the mirror and commit to holding yourself to
the HIGHEST personal and professional standards in this great industry, then you will
enjoy the increased confidence, sky-high income, and sense of self-worth and
accomplishment that is a part of becoming a MASTER Closer.
Stop And BreatheThe first thing that we must do in this process is to help you CEASE AND DESIST from
killing your sales. If you are currently a sales professional, then you are in selling
situations already (if you happen to not currently be selling anything, then you have the
advantage of learning this before making a bunch of mistakes!)
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I have included a short bio at the end of this report for you to read over - you can see
some of my experiences there. The bottom line is that at this point, Ive had the honor
of working with, helping, and training over 120,000 sales professionals and
entrepreneurs from all over the world. That means Ive been able to observe, first-hand,
some of the most common mistakes that rob hard-working sales professionals of their
much-deserved commissions. And youd be surprised just how frequently these
mistakes are made.
If you are committing any of these sins, then you will notice an immediate bump in your
sales if you simply stop it. Easy enough, eh?
Deadly Sin #1 Being Needy
Your ability to close the sale is inversely proportional to how much you need to close the
sale. The more you need it, the less likely youll get it.
Yes, you have bills that need to be paid. Yes, you have mouths to feed. I understand
that. But your prospect doesnt care. Your prospect cares about getting their needs
met. And thats the only thing the prospect cares about. They will not buy from you
because they feel sorry for you.
This may sound harsh, but its the absolute truth. The prospect isnt worried about your
commissions. And if you are worried about your commission, then it will bleed through
in your communication with your prospect. And for whatever reason, they will NOT
move forward if they sense that you needto make the sale.
I dont know how or why it works this way I only know that it is indeed the way it
works. What you communicate your tone, your verbiage, the vibes you give off
has to be 100% focused on HELPING and SERVING the prospect. Anything less, and
the prospect will bail. Theyll find some reason to stall. You wont get the deal done.
And thats that.
You must approach each selling opportunity from the mindset of focusing solely and
completely on THEIR needs not yours. The more you need it, the less likely you are
to get it.
Master Closer Says Many a sale is shot by the selfish closer. Forget your needs,
and they will be met. Focus on your needs, and prospects will fly to a competitor.
Focus on prospects needs, and they will fly to you.
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Deadly Sin #2 Selling Feature-Benefit
This selling model has been around since the stone ages. Talk about the features,
then talk about the benefits they give the client. I think the reason this is taught is
because its easy. You can just give your pitch and not have to worry about the hard
stuff (like listening to whats important to your client). I think it was invented so sales
people can feel good about losing. I told em the features and the benefits. What more
could I do? I cant MAKE them buy anything.
While you certainly cant make anyone buy anything, you are in a unique position to
help them make a decision. And if you think your job is to simply recite a list of features
and benefits (as if youre the talking version of brochure) then somebody dropped the
ball when they trained you how to sell.
Features and benefits can be listed on brochures. If you can be replaced by a
brochure, then you arent doing your job to the level that you could, and you certainly
arent earning up to the potential that you could period.
Allow me to submit to you a different model for consideration:
Problem-Solution.
Problem-Solution means you start by finding out what your potential client needs, and
then connect the solution to what youre selling.
Not what you THINKthey need, and not even what THEYthink they need what they
REALLY need.
For example if a guy goes into a hardware store to buy a drill, the average sales guy
will simply think that his job is to sell a drill. He walks them over to the drill aisle, andstarts talking about drills (usually by price point).
Very few salespeople would actually consider that the only reason the prospect is
buying a drill is because he wants to be able to drill a hole in the wall.
Hes not wanting a drill. He wants a hole in the wall.
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Your prospects probably arent buying what you think theyre buying from you, either.
You may think you sell supplements, clothes, insurance, cars, real estate, or software.
Whatever it is, there is a core emotional element behind that purchase that is driving the
sale. Your prospect wont be able to verbalize it without your help, but it will be the final
say in whether or not a sale is made.
This core emotional element is like the over-protective father that needs to be asked
permission before allowing his daughter to get married. Hes irrational, emotional, and
more than a little crazy. But he has the ultimate say hes the final authority. To spurn
him is to shoot yourself in the foot. Win him over, and everyone is happy.
Master Closer Says You dont sell products. You sell solutions to problems. You
find the prospects problem; you connect the solution to your product. That is the way.
Deadly Sin #3 Using Bad Pressure
Some sales professional think they have to arm-twist to get the sale. Some actually
enjoy it like theyre getting back at the bullies that messed with them in high-school.
Some sales professionals use pressure in a weak, guilt-inducing way thinking they
can manipulate their prospect by playing on their negative emotions.
Here are some examples of bad pressure:
Prospect says they arent buying X today. You continue to push. BAD PRESSURE.
Prospect says gives an objection. You cop an bad attitude. BAD PRESSURE.
Prospect asks a buying question. You get mad, and get snotty with them (how DARE
they question before they buy!). BAD PRESSURE.
There are other examples, but you get the point. We have to be careful here to not
throw the baby out with the bathwater.
Pressure can be a good thing it just has to be GOOD pressure!
Some degree of pressure is necessary to make decisions. People naturally
procrastinate. There is a reason that there are deadlines in the world and also a
reason why most people dont get the job done until the deadline comes. Homework is
turned in on the day it is due. Taxes are submitted April 15th. Christmas presents are
opened December 25th. These are all deadlines, and most people wait until the last
possible minute before making a decision to get it done.
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Your prospects will delay if possible. It may not be possible, due to external
circumstances. But you can add in some GOOD pressure to help expedite the deal.
How would this work?
You can add incentives, premiums, or bonuses for making a faster decision. Faster isa relative term, because each sales-cycle is different. Selling an insurance policy on a
sit is different than selling a $100,000 software suite to a company. But the key is
rewarding the action you want taken and that action is to get the deal done. Without
fail, deals get done faster when there is a reason for your prospect to get a move on
and make a decision. Give em a reason.
Master Closer Says Pressure is good if it adds value to the deal. Pressure is bad if
it takes value from the deal. Master Closers only add value.
Deadly Sin #4 Speaking Instead Of Listening
A silver tongue is no match for golden ears.
You have one mouth and two ears for a reason. It is because it was intended that you
listen more than you speak.
Many sales professionals have an innate desire to fill the air with words. The more
words, the better. The theory is that you can talk your prospect into submission that if
they are just given enough information, they will relent and buy.
The other day, I was with my wife while purchasing a high-end blender. The sales guy
couldnt shut up. He didnt want to risk losing the sale by allowing my wife and I to talk
(which says much about his opinion of his prospects).
We wanted to discuss which color we wanted. He wanted to keep selling. We finally
had to tell him that we would buy one, we just wanted to talk for a few minutes about it.
It wasnt until we assured him we were sold that he shut up.
The more words you use, the more opportunity you have to talk your prospect out of the
sale. Your time would be better spent listening to your prospect.
I was discussing this concept with a struggling sales professional. He said well, my
prospects just dont talk.
My response They do when they are asked!
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You see, your job as a sales professional is to find out their need. How will you do that
if you dont ask questions that give your prospect the opportunity to explain what their
needs are?
You want to find pain what is frustrating your prospect. You want to find out what
they need (what they REALLY need). The only way you will get this data is if you askquestions that are designed to elicit that information from your prospect.
Ask a question. Then listen. Your prospect loves to hear himself talk. Your prospect
wants to feel heard feel understood. A Master Closer knows this, and uses it with
precision to get the information he needs be the best possible service he can be to his
prospect.
Master Closer Says Rookie Closers talk. Master Closers listens. Building rapport,
learning the prospects needs and pain, and understanding the clients language all
happen while the Closers mouth is shut.
Deadly Sin #5 Selling From Your Heals
Some sales professionals are too aggressive. The vast majority are on the other end of
the spectrum they act like delicate little flowers that wilt at the first sign of resistance.
They pout. They take it personally when a client doesnt buy from them. They go home
and curse the economy, their employer, or their market for not making them successful.
Their attitude is they should want itbut I just cant get them to buy it.
Allow me to submit an idea about the profession of selling:
You are a trusted consultant an ally in assisting your prospective client.
If you go into any doctors office, more than likely, they are going to sell you something
(usually a medication of some sort). The reason they can do that is because of the
positioning that the doctor enjoys. The prospect already views the doctor with an air of
respect. They never consider that the doctor is there to sell them anything. And yet, a
transaction usually takes place.
How do your prospective clients view you?
Are they treating you with the respect they would give a doctor?
Are YOU treating YOURSELF with the respect youd give a doctor?
If not why not?
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You should only be spending your time with people that you feel you can absolutely,
100%, genuinely help. If you cant help someone, you cant sell them. Period. Pass
the sale, even if the client asks for it. If you cant say no to a sale, youre in the wrong
profession.
If you ARE spending your time with people that you can absolutely, 100%, genuinelyhelp, then you owe it to them to give them EVERYTHING you can to get them the
solution they need.
Prospects will ask questions. Prospects will give you objections. They will tell you that
they dont have the money, or that they need to consult their dog or cat before they buy.
They will say they dont believe you, or they will ask for discounts.
This is normal. It happens everywhere, in every market. It doesnt mean that you
have crappy prospects, or that you are a bad sales professional. Judge your success
by how you act or react not by what your prospect does.Dont sell from your heals. Be proud of what you offer. You dont need to apologize
for what you are offering, or that you are asking to be paid for it. If you are offering
products or services of value, and you are solving problems, then you SHOULD be
paid, and paid well. Never be ashamed to ask for payment, or for asking your prospect
to do business with you. You deserve the business, because youre willing to go the
extra mile and help you prospect above and beyond what others would. This entitles
you to the best compensation in your industry, because youll earn it.
Master Closer Says Be proud of selling. Be proud of what you sell. The weak
Closer is worse than the too-strong Closer; at least too-strong Closer makes some
money! You are the prospects advisor. Dont let them down!
Deadly Sin #6 Compromising Integrity
Ive seen salespeople lie. Ive seen salespeople cheat. Ive seen salespeople promise
X and deliver less. Ive seen salespeople go back on promises, or ignore their clients
post-sale.
The sales profession is lucrative you can make a lot of money in it.
How much would I have to pay to buy your integrity?
$100?
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$1,000?
$100,000?
I hope you view your integrity as something that CANNOT be bought. Ive seen
salespeople ruin friendships and relationships over a couple hundred bucks. Ive seenprospects get so turned off by squabbling salespeople that the deal is trashed, and
everyone loses. Dont sell your integrity for a commission ever.
When you are offering a product or a service, you are standing behind it. Whatever you
offer, you should be 100% sold-out to it. You should be absolutely PASSIONATE about
what you are offering.
This will ensure success. Anything less is simply unacceptable.
If you have comprised your integrity in the past, try to make it right (if possible). Go
back to whoever got hosed, and fix it. If its too far in the past, resolve to yourself thatyoure not that kind of a person that youve changed. Your integrity isnt for sale. You
dont sell out for a commission you hold your standards and ideals to the highest,
most-scrutinized level that you possibly can.
Youll treat yourself differently when you do this. And so will your prospects.
Master Closer Says You are for hire, but not for sale. Your integrity and honor must
remain above all. The Master Closer has mastery over self. You do what is best for the
prospect, no matter what that is.
Deadly Sin #7 Blaming
You are the man. THE man. The buck stops with you. Dont blame your sales
manager. Dont blame your company. Dont blame anyone or anything. Just dont
blame. Period.
Many times, if the salesperson cant get something done for a prospect, theyll tell the
prospect that its so and sos fault. Dont do that. Its weak. Make it right take
ownership of the problem and get the prospect what they need. Period..
Im talking about this in the context of communicating with prospects, but I also suggest
this with how you communicate with yourself. Dont blame at all ever. Accept
responsibility for your life the good and the bad. The truth is, you have a remarkable
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amount of control over your life how you act in it, how you react to it. That means,
most of what is in your life right now (good or bad) is to be credited to you.
You may not like that. You may have a lot in your life that you dont want. I understand
that. Im also here to tell you that if you want something in this life, youve got to take it.
Nobody is going to give it to you. Not your mom. Not Lou Dobbs. Not the lotterycommission. Its human nature to want to be picked to have some super-authority
step into our lives and validate us. Tell us were special. Tell us we have permission to
be successful. Reject that notion. Pick yourself. Give yourself permission to be
successful. Stop blaming other people and other things that you cant control, and stop
looking for validation from other people and other things you cant control.
Nobody is perfect, so youll make mistakes. Its ok its doesnt mean youre a
screw-up or an idiot. It means youre human. When you make mistakes, accept
responsibility, learn, and move forward. When you suffer from other peoples mistakes,
review how you contributed to the problem (it ALWAYS takes two to create a problem).Accept responsibility for what you contributed. Apologize. And move forward.
Do this for me and for yourself go a full week without complaining. If you do
nothing else with this material, do that, and it will change your life. Not one complaint
not verbally, or in your mind. Youll be shocked at how much time you spend
complaining. And when you stop, youll be equally shocked at how life just seems to
get better. Again, I dont know how this works only that it does indeed work.
As an interesting aside, I have observed that complaining and making money are
diametrically-opposed skill-sets. You can be good at one or the other, but not both.Master Closer Says Man who blames is a poor man. Man who accepts
responsibility is a rich man. Man who blames is a weak man. Man who accepts
responsibility is a strong man. Man who blames is a controlled man. Man who accepts
responsibility has control. What man are you?
What?!? No Secret Words?!!!
Sales are not a profession that is built on fancy words. There is no word formula that
you can use to make your prospects do what you want.
There ARE principles. And the principles Ive discussed in this report are the foundation
of powerful, persuasive selling.
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Howevertheres more to this story.
Beneath everyone, there lies a darker, more sinister psychological force that few are
aware of and yet all respond to. We have discussed the basis of a good foundation in
the pursuit of sales, and I hope you profit from it.
But theres more to this story than simply avoiding mistakes. Much more.
You may be reading this, and think you have it tough because you sell a health
products, or cutlery, or jewelry, insurance, automotives, real estate, or a business
opportunity. You might think its a tough sale. And you might be right.
But what if you had a very different job
What if your job was to sell the masses (including the government) on the idea of
accepting genocide as a rational solution for economic woes?
Or what if your job was to sell normal people on the idea of being taken away to
Heaven by aliensconvincing them to commit suicide in the process?
What if your job was to persuade people to give up their lives, families, and all worldly
possessions to live in another country and wait on you hand and foot?
I think youd agree that those jobs would be remarkably difficult. Maybe impossible.
And yet, history has shown that it can be done and has been done. Frequently. And
its not in the past its being done right now as you read this. And chances are, youre
not even aware of it.
How?
Id love to show you. How can people struggle to sell a product or a service, while
others can easily even effortlessly get people to do the most insane things youve
never heard of?
Its a wild journey, one that I stumbled into unknowingly. But I can promise you this
once you understand the answer, youll have a very dangerous skill-set; a skill-set thatfew people even realize is available, much less possess. Its a skill-set that can be used
for good or ill, and can influence people at near unbelievable levels. The ability to reach
almost anyone and get them to do what you want is a powerful ability indeed, and
comes with a great responsibility. Im going to ask you that you only walk this path if
you are truly committed to HELPING people and the world around you. Anything less
will not do.
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If you can make that commitmentthen do this for me:
1. Send an email to: [email protected]
2. In the email headline, write Im Ready For The Next Step
3. Youll receive an email back with some instructions. Once you have thoseinstructions, follow them. Youll soon discover a new and powerful way of
communicating with people that can change every aspect of your life in a
powerfully positive way.
I hope you have enjoyed reading this report. I have enjoyed writing it for you.
Everything I have put on these pages has come from real-world experience. I failed at
most everything I did in life until I found the profession of selling, and I failed at that until
I learned what has been included in this report. I personally wish you great success inthis great industry, and that you do your utmost to uphold the reputation and the name
that we are able to enjoy as sales professionals.
Warm Regards,
Joshua Fuson
Author Bio:
Joshua Fuson is an entrepreneur and sales professionals with a decades worth of
sales and marketing experience. He currently owns and operates four different
businesses, including a publishing business and real-estate business, and has sold
millions of dollars of products from health and wellness to information, software to
skincare, web services to consumer cleaning products. He drives a beat-to-hell old truck
because he loves it, and lives in Manitou Springs, Colorado, with his sweet wife
RuthAnne and three young sons.
You can connect with Joshua on Facebook.
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