The Counterintuitive Sales Advice That You Need To Hear With Ari Galper

The Counterintuitive Sales Advice That You Need To Hear With Ari Galper, the #1 Authority in Trust-Based Selling. In this episode Shawn has an awesome conversation with Ari Galper, author of Unlock the Game, who breaks down several sales myths that no longer serve their purpose. Instead, he focuses on building trust with prospects in ways that may seem counterintuitive, but have proven effective. 

Main Takeaways:

• 2:30 - Overcoming Nervousness to Sell
• 5:00 - My Crazy Call with ALL Decision Makers
• 7:00 - I Accidentally Hit The Mute Button and They Thought I Hung Up
• 9:30 - Releasing The Pressure off of Your Prospects
• 11:30 - Sales Myths from the 80's
• 16:30 - Example Call - How To Build Trust With Your Prospect
• 23:45 - "Do you have any feedback?"
• 26:30 - "Where do you think we should go from here""
• 36:00 - The Straight line from their problem to your solution
• 42:30 - Momentum kills the sale

Ari Galper is the founder and CEO of Unlock The Game® and is the world’s number #1 authority on trust-based selling. He has been featured in CEO Magazine, Forbes, INC Magazine, SkyNews and the Australian Financial Review.

As trust becomes the most important currency in the new economy, the act of selling as a de-humanizing process with endless “chasing”, has been completely re-invented and anchored in the timeless values of integrity and trust – through Trust-Based Selling.

In his best-selling book, “Unlock The Sales Game”, Ari describes his revolutionary sales approach based on getting to the truth and why having a mindset of focusing on deep trust, instead of “the sale” – is ironically, 10 times more profitable.

Website: https://unlockthegame.com/ 

Instagram: @unlockthegame

Facebook: https://www.facebook.com/ariigalper

LinkedIn: https://www.linkedin.com/in/arigalper/

YouTube: https://www.youtube.com/channel/UCJrVrRTOn5HED-e7sCwB7Gw

Be sure to check out Ari's AMAZING book Unlock The Sales Game: https://unlockthegame.com/ 

Join the #1 Community for Service Professionals and Entrepreneurs: www.blackdiamondclub.com

Transcript

Unknown Speaker  0:00  
Stop giving them value. Stop educating them stop doing a free consulting. Instead, give them clarity on their issues. They don't care about your solution. I'm sorry, they care about if you're the one understand their problem, but I'm working on a new book right now coming out next year called the one call sale. How to compress your sales cycle from multiple steps to one single, trust based conversation. We're not following up anymore, you're not chasing the next ghost, you're not playing the numbers game anymore, you finally have learned how to be so connected to somebody that on that one call the person feels comfortable giving you a yes or no. That's the ultimate pinnacle of where this is going. And now I teach that to my private clients.

Unknown Speaker  1:20  
Hey, everybody, welcome to a brand new episode of The none of your business podcast. Hey, it's just me today. empty chair here. Lacey is off at another commitment. But we did not want to miss this opportunity to spend some time with today's guests. As usual, I'm super pumped about this guest. You know, if you know anything about what we do here, with none of your business with Black Diamond Club. I love this concept of sales. I know that many of you listening to the program, you might not love the concept of sales, which is exactly why you need to pay very close attention today. You know, one year ago, at summer camp, I did a presentation on closing from the stage where I taught how to close from the stage while at the same time we closed over $350,000 in that presentation in this niche now definitely not in this space of our guests. But in this niche. I proclaimed that day that I took the belt away from the other sales experts. It's not rocket science, but it is a science, you have to know exactly what it is that you're doing. And so we're going to tackle all of these obstacles, these roadblocks, these myths, these things that are holding you back from reaching more people making a bigger impact and creating the lifestyle of your dreams. Today's guest is the world's number one authority on trust based selling you already know who it is right there. When I said that, everybody please welcome in our guest, Ari and I've been practicing my my he's not Australian, but he's in Australia. So I've been practicing my Australian accent because everybody if you listen to anybody's interviewing him from Australia, they say, Ari Gouda. And so we have Ari galfer with us today. All right, welcome to none of your business.

Unknown Speaker  3:14  
Thanks for having me. I'm really excited about it.

Unknown Speaker  3:16  
So you are the number one authority on trust based selling. First of all, I want to get into the story of trust based selling, what is it etc. But the first thing I think that we need to tackle I mean, for you, this is second nature, this is what you do. But for our listeners, for our viewers, a lot of them already they've got that sweaty palm like, Oh my gosh, they're talking about sales. What are some of the first things before we jump into the trust based selling? Let's just obliterate this idea that people should be afraid or nervous of sales? What do you have to say about the people that are nervous?

Unknown Speaker  3:52  
Well, first you have to shift your mindset and redefine what you believe selling is. Because the nervousness comes from us being conditioned to believe that selling is one thing, which is us chasing, pursuing convincing, having someone else buy from us, it's all about us instigating creating the result. That's how we've been taught to do things which puts pressure on us and gets us nervous, but which we'll talk about today. You can shift your mindset away from the goal the sale and focus 100% and going deep on your potential clients. The nervousness goes away, it's all about them. And you can be calm centered and collected and actually build trust with people in a way that feels right.

Unknown Speaker  4:40  
And I and I love this the idea of just on the surface of trust based selling before we dive into that we're going to go deep on that, but that should take away some of the nervous is right there. Like it's not we're not we're not talking today about some faint like, Hey, we're gonna do some NLP manipulation and then now you feel nervous. We're talking about trust basis. Selling, selling based off of relationship relational capital trust, tell us the story of how you ended up coming up with this idea of trust based selling.

Unknown Speaker  5:09  
Sure. So about 20 years ago, I was a sales manager, sales manager software company. And we launched the first online website, data collection tools. Now it's called Google Analytics. You're probably heard of that. But we launched the first one years ago, I was managing at the time 18 salespeople underneath me, and the big opportunities came across my desk, the leads that came across our company, they're passed to me, there's one opportunity to call back, nice guy. He's with a big huge company, but a great conversation. He was really shouldn't seeing our product and they had like multiple websites as a huge deal. If I close one sale, it will double the revenue of the company, one transaction, that's how big it was. So the guy finally agrees to a conference call a Friday afternoon, four o'clock and a demo. And I show up in my conference room with my CEO, I closed door behind me, there's a big long conference table in the middle of a conference room. there's a there's a speakerphone on the table there the the old school ones with the three legs on it, the Star Trek ones. And so I doubt the the the speakerphone button and dial tone came up dial the number he picks it up, he says, Hey, Ari, how's it going? I said, Good, good. And he says to me, Ari, let us tell you, who's with us here in the room today. Next thing I hear is what, why next thing here is my name is Mike, I'm CEO of Uber, this is good. My name is Julia, I'm head of global marketing. This is even better. My name is Chris, I'm head of it. This is amazing. I mean, everybody on this call was basically a decision maker, right? Like, they're all in one place at one time, it was gonna happen. It's gonna happen now. So I introduced myself describe what we do. Then I gave him a, we logged in live and a web website demo. And I showed them how it looks like to see all their statistics of their websites real time we closed ahead of time of the call. I'm showing this to them. And that's why there's noise on the phone call like, Wow, this is great. This is amazing. I can't believe we can see this. They start asking me all kinds of questions. How do we use it, how we install it? Who your clients? And of course, I had all the answers, you know, as competent I was, I was relaxed. I explained what we do the technology and I was doing everything I was taught doing sales build rapport as your objections. There were some chemistry on this phone call. It was like, a love fest on the phone. You know, I'm talking about Oh, yeah, that's awesome. They got the questions. You got the answers. You're saying yourself, I got this. This is like all this all day long. It's like, boom, this is like Bluebird, it's like a dream come true. It's like, there's no resistance. And I'm getting the hi fi back here from my boss, like Nice job, Ari. And because they get this deal, he gets a bonus for what he wants for the year. And he's like, it was such an awesome call. We're going back and forth. I'm doing my thing. I got the books at home on sales. I went to the guru seminars, on the CDs in my car. I was I was a student, you know. And so hour goes by call was amazing. We say our goodbyes. My guy says we already This is great. We love it. Let's give us a call a couple weeks, we'll move this thing forward. I was like, Ah, thank you, God, what an amazing opportunity. So I said my goodbyes, I took my hand and my arm reach for the phone to hit the off button on the speakerphone. As I'm reaching for the off button, by complete accident, now is a divine intervention, my thumb hit the mute button instead of the off button. And a small click happened. And they thought I hung up the phone. And that split second voices head side of me Sorry, go to the dark side be a fly in the wall going no one's ever gone in the world of sales before. And they started talking amongst themselves thinking I had left the call. Now that's not a trick question. But what would you imagine that they would have said after a call like that? What would you expect them to have probably said,

Unknown Speaker  8:52  
Wow, when can we get started? Let's start organizing the team. This is going to be great. That's what

Unknown Speaker  8:58  
you expect. Because I mean, that's what we heard. So it wasn't what I heard, actually, in terms of reality. what they said was this, I'll never forget it while we're here today. They said, we're not going to go with him. Keep using him for more information. And make sure we shop someplace else cheaper. knife in heart twist, I was in a state of shock. I could not believe it. And I snapped out of it. I hit the off button. I love the water. I said to myself, What did I do wrong? I did everything I was taught to do and sales, build relationships, build rapport wasn't aggressive. Everything. And the first big epiphany hit me and you can tell me if you're good with this not the somewhere along the way. It has become socially acceptable not to tell the truth. The people who sell right. It's okay to say things like sounds good. Send me information. Oh yeah, we're definitely interested. Wait, wait, send us a proposal. Without any intention of what.

Unknown Speaker  10:02  
But my favorite is I always tell people, I think it's interesting because human beings are we're conditioned to lie. We're programmed to lie. You know, you go into a store, I know that I want to buy a new black cotton v neck t shirt, walk into Nordstrom, the salesperson comes up to me. And they say, Can I help you? It doesn't matter. I am going to say no, I'm just looking. I mean, I start the relationship with a lie. I mean, 100% it what and that makes sales so difficult, because your prospect is actually pre programmed to lie to you. And here's

Unknown Speaker  10:35  
the reason why I discovered this is a breakthrough. I realized the reason why they're not comfortable telling us the truth is because there is a sort of invisible river of pressure that flows underneath every conversation you have with somebody pre sale, it's embedded in the conversation itself based upon your roles. And unless you're aware and constantly aware of that pressure, you're not removing it from the process continuously, what will happen is, they'll always feel comfortable keeping their guard close to them, giving you just enough breadcrumbs to show you're interested and making you chase them in the hope they might buy something. And they'll always keep their guard back, you'll never know the truth. And that's where I made the whole shift. That's where I mentioned my whole unlock the game concept 20 years ago, where the concept is, you shift your mindset away from focusing on the sale. And instead you focus only on deep trust. When you do that only what happens you build the what I call a moment of vulnerability, where they feel comfortable opening up to you and telling you the total truth. When you have that with somebody. That's real trust. That's the whole foundation of trust based selling.

Unknown Speaker  11:37  
That is awesome. I want to just remind all of our listeners and viewers because I hate when I'm like fired up and I'm like I want more of that unlocked the sales game. That is the book that was just mentioned, you can find it at unlocked the game calm. And you can find all kinds of information here, about Ari about different courses, different opportunities to connect with him. All the information there, unlock the game.com you can get a copy of the book, unlock the sales game, highly, highly recommended. You don't have to wait until the end, you should probably be on your computer on your phone picking that up immediately right now. So we start to understand this. Where do we go next? Now that we're beginning to understand that that that pressure that's flowing? What do we do to develop and break through that hidden pressure? That's that's constantly writing in every sale situation?

Unknown Speaker  12:30  
First thing we have to do is address the sales myths that in the back of our head, the the hard drive, we have to clean out from the past that we're used to our old conditioning. We still carry that with us today. And I'll walk you through them right now. Sure, you've probably heard of them. The first one is this one, that sales is a numbers game. Right? I'm sure you know that one, the more that you can, the more contacts you make, supposedly, the more sales you make. Well, you know, we discovered this economy now the way things have changed. It's not about how many contacts you make any more. It's about how deep you go on each conversation, that how good you are and how many contacts you make or how big your network is, is how good you are trust building, it's a different shift in that number two's the myth around the sales loss at the end of the process. And I'm sure you've been there before, we had a deal pending, it all looked good, perfect content. And at the end, it just kind of like fell through like wait a second, it was like the perfect opportunity. Well, we discovered the sales not lost anymore at the end of the process is now lost at the beginning. And hello. And I promise you right now in a fun way, if someone calls your office tomorrow morning, you pick up the phone, and you hear Hi, my name is I'm with we are Ray, what goes through your mind in about three seconds.

Unknown Speaker  13:44  
The Chinese Tell me something, it's over

Unknown Speaker  13:46  
at Hello, we we put our guard up, we have the space between us. And we play the game. And and I'll make a case today that many of your listeners or viewers are actually losing their opportunities, not at the end of the process. They're losing it way at the beginning, which will be awkward some people when they hear the rest of this. And last was a big one. That rejection is part of the sales process. You have to accept it as a norm. If you're not it came from the old sales manager. Remember that a guy who says hey, if you're not tough enough, you can't take a no if you can't take rejection. If you're not thick skinned, you're not made for what sales. You got to you got to get beat up to really be good at this game. Well guess what we figured out in our research, we discovered that rejection is triggered by certain things you say and you unconsciously that caused the other person to push back on you and make you chase them. And we'll talk about those in a few minutes as well.

Unknown Speaker  14:41  
Yeah, let's, let's unpack those. You know, I want to go deeper on those, you know, with this first sales myth, these are, first of all, Where, where? Where do you think that we come up with these myths like are they I mean, just I could take somebody that's not in sales and start talking to them and that's what they think about sales. Where are we getting these ideas, especially if you have found them to not be true.

Unknown Speaker  15:04  
This comes from all the conventional thinking out there for 1980s from all the sales gurus from all the videos out there that are so teaching, the only traditional methodology, which is your goal is to pursue Chase, it's a numbers game to linear model, that's all the world is selling knows is that your goal is a sale. And your goal is to move somebody forward. That's called conventional thinking. Now, I'll warn you in advance, my thinking is very contrarian. It's the opposite of everybody else. And that's the breakthrough here, which we'll walk you will walk through in just a minute about some examples, how to use this, why it's so much easier, and why it's time to detox yourself from the way but thinking for years,

Unknown Speaker  15:46  
okay, well, some people, especially if they have a sales team, now they're changing. They're like, Oh, wait a minute, what do you mean, it's not a numbers game and sales, people are rubbing their hands together, like I heard already say, it's not a numbers game. I'm not picking up the phone. I'm not gonna make calls. I'm not going I this is great news. It's not a numbers game. So what exactly is then the contrary? And if it's not a numbers game? I mean, obviously, you're not saying well don't get your at bats or don't attempt the sale? How do we how do we break that myth? And what's the contrarian effect on that? So

Unknown Speaker  16:22  
I'm not saying you should not be ambitious, you shouldn't have goals, be successful, hit your numbers. All I'm saying is don't transfer that pressure from you to the other person you're talking to in your sales process. I'm all I'm talking about here is focus on trust building, not the next step. Focus on being present with people. And I'll talk to you in a second right now what I call begin to use trust based languaging. We invented our own body of work around languaging to use replaces sales scripts, that builds trust immediately with people in the beginning and not the end. We'll walk about we'll talk about that now. And our principles.

Unknown Speaker  16:57  
Yeah. And well, then and then salesman number two, if we're losing them. And if you want to jump into into the principles, you know it for orientation sake, totally fine. But if it's lost that the be if it's lost at the beginning, and not the end, if the myth is that it only happens at the end. What are how do I prep for the beginning? How do I because look, every single, not every single, but almost every single sales training teaches people to be closers, who want to be Stone Cold killers, when it comes to the clothes. You're saying, look, you could be a stone cold killer on the close. But you might have already screwed this up from the beginning. So I want to be a stone cold opener. What can I do to be better at opening this conversation so that we can even start the process?

Unknown Speaker  17:44  
Sure. Let's cover a couple of scenarios. Okay. Let's do a live one. Now. Let's do for people who listen to the call to outbound calls. cold call, this will help you we'll go through right now. So the typical outbound call to someone kind of goes like this. Hi, my name is I'm with we are a How are you today?

Unknown Speaker  18:05  
Doing great.

Unknown Speaker  18:07  
Right? And then many here that for some of you don't know, your your instinct is this is over right now. Because I know it's coming. That's why we're also doing that's the numbers game you keep knocking people over to get a few. Now, our approach is different. Our mindset is not to make the sale. Our languaging is to connect with people and to engage in what we call a two way dialogue, not a one way train, going through the person. And here's how ours is different. You get centered, you lower your voice. You say hi, john. My name is Ari. And here it is. And I'm hoping you can help me out for a moment. That's it. There's no introduction, there's no way you're from, there's no last name. There's nothing that you've been taught to do. from the past that you use here. You just say hi, the person's name. My name is and I'm hoping you can help me out for a moment.

Unknown Speaker  19:11  
And love that.

Unknown Speaker  19:13  
The only response to that to most human beings when delivered that way, it's gonna be this joy. How can I help you? Because they don't know who you are. You can be a vice president. The tax office, you could be anybody. If you don't know who you are, they have to say to you, how can I help you, you can be a client you can be they don't know. They have to engage with you. That's how you connect. Then you say I'm just giving you a call to see if you'd be open to some different ideas and insights on how to address the issues of and you plug in the two or three core problems you help people solve right there that you know your market has. You do not talk about you You don't talk about your solution. You don't talk about your company, because the conversation is not about you. And that's the whole shift to see, we're so used to see, our identity with selling has always been about our solution. So when someone says, Hey, what do you do? Oh, I sell insurance. Oh, I saw. So see, when we meet somebody, we talked about our solution. We've been top of the gurus to love what you do. You can't wait to sell it. You can't wait. When you start a conversation with somebody, and it's about you and not about them. It's over the Hello.

Unknown Speaker  20:39  
Love that. Love it. What do we go next on that? They say yeah, sure, I can help you. Because I would imagine, typical or traditional convention is Oh, my gosh, thank you so much for for saying that. Because I have a solution. And now we're kind of right back in in the same boat. How do I transition?

Unknown Speaker  20:59  
That's the instinct, the instinct we've been taught to train ourselves on, we sets an opportunity. We're like hound dogs, we just go for it. We Oh, I can help you with that. Oh, my God, look at our demo. Look at our model, we have a service. See, we cannot wait to show people our What?

Unknown Speaker  21:19  
Our solution. Right?

Unknown Speaker  21:21  
Welcome in 1980s, salesman 101, let me show you got in the bag. See, this is the problem, we're so conditioned to just jump in with the opportunity. We don't give it enough time to build trust with people. Because here's the thing, what I discovered that your prospects and clients don't care about how you solve their problem, or what you even do, in your process, what they care about is if you're the one to solve it or not, the entire time, they're asking themselves, do I trust him? Do I trust him? Do I trust them? They're not listening to your explanation of your solution. Because the world's commoditize now they know what the stuff is not unique. No longer can you differentiate on your product or solution that's over. You have to differentiate on your approach. That's how you become a category of one.

Unknown Speaker  22:19  
So let's talk about this idea of rejection. Because, you know, everybody is like, yeah, I you know, you have to become rejection proof. You're saying that's part of the deal. And we were not trying to develop this like armor, you know, the suit of armor like we're a knight. And that is not conventional wisdom. How do we approach rejection?

Unknown Speaker  22:44  
We never should trigger it. And let me walk you through some examples right now, of what I mean by that, because I'll give you example. Here's a great example of what we do without even knowing it that creates the rejected the wall of rejection, I'm going to ask you all your listeners and viewers right now, to take a verbal oath of me to remove one key phrase forever for vocabulary as of today, and never use it again. Now, if you've been in sales for a while, this might hurt just a bit. okay with this?

Unknown Speaker  23:15  
Let's see. Let's hear it.

Unknown Speaker  23:17  
I'm going to ask your viewers listeners to never ever again use the phrase follow up ever, as of today. And I have asked a show of hands right now, Whose call somebody last few weeks said Hi, I'm giving you a call a follow up. I'm sure I see hands going up left and right.

Unknown Speaker  23:36  
We've been taught we've been taught the fortunes in the follow up.

Unknown Speaker  23:40  
What's the only industry in the world that causes has Hi, I'm giving you call a follow up? Doctor sales only. Here we are trying to be heart centered and authentic and not pushy. But our languaging says, Hi, I'm calling to move things were towards the sale. There's a couple more classic ones I know you know them. I'm just giving you a call to what touch base checking in. You got a couple of these are all like 1980s sales lines. And we're so embedded in our languaging that immediately us change our image of who we are to our potential client and they shut down.

Unknown Speaker  24:25  
So here's our there's another political statement. But But you could also call the circle back on somebody.

Unknown Speaker  24:32  
There you go. There you go. There's a classic ones are some bad in our psyche, and we still use them. Well, we have no idea. That's what cause rejection. Hmm. how some people so so what I'm suggesting is this, I'll give you examples. What you say instead is this you say? I'm giving you a call to see if you have any feedback on our previous conversation. Any feedback on our last meeting Any feedback on proposal, any feedback, see feedbacks go in which direction away from the sale is going backwards? That takes the pressure out. Try it tomorrow, when you call someone and say, Hi, um, give me a call to a feedback on our last meeting, watch what happens. They start talking and talking, and it starts just coming out, you know, it comes out the truth. And that is your only goal in the process. Your goal is not to make the sale because it's not even it's elusive. It's not even there. You can't get to the sale, unless you get to the truth of people first, you know, where you stand. That's the whole breakthrough from chasing numbers game and chasing ghosts, the only a few at the end, become a client.

Unknown Speaker  25:42  
This is fantastic. People I'm sure are like, yes, this is great. We've created a void, though. So we've knocked down these myths. And so and I think I mean, honestly, you know, it's it's irrefutable what you're saying is absolutely true. And the reason why is because all of us have been in brilliant sales situations, and you don't want to feel pressured, you don't want to have the sleazy tactics utilized on you and in 2021. And we understand that things are different, but we created the void, what then what do we fill that with? I understand that there are the core principles that you have built your teachings upon, what do we need to know to begin to fill that void, so that we can inch towards being more effective and better at sales? Sure,

Unknown Speaker  26:29  
there's two core principles that we teach. And there's embedded in that is tactics and languaging. Here it comes. The first principle is to always be diffusing pressure in the conversation all the time, because it's there, you have to be aware of it. Let me give example, right now, this is using our trust based languaging that we invented. So let's give a scenario. Let's say you got a first call with somebody over the phone a lead, and they're fairly qualified. And the call is going well, good chemistry could be a good fit. Looks like they're interested in your product, or solution, the call kind of comes to a close, there's good chemistry, there are normally in a call like that. What do people say? We say if he's like, Hey, how about we move forward? Have a cup of coffee? next step? See, we're conditioned to move things which direction? forward towards a sale, right? But what happens if you try to move somebody forward right in the beginning, and they aren't ready yet? What do you break with them right there at the beginning of your process? You break trust, right? So same scenario, our mindset, our approach our language and calls going well, good chemistry, could be an opportunity call comes to an end, Ron saying, Hey, how about we move forward? Well, we say instead, is this we say, Where do you think we should go from here? And I'll say it again? Where do you think we should go from here? How does that change the dynamic of the moment? What are they thinking now?

Shawn Dill  28:09  
There themselves are thinking how to advance the situation in the direction that they want it to go, whether it's towards the sale, or maybe, truthfully, they're trying to reel it back a little bit.

Ari Galper  28:22  
There's a big shift happening here. And when you say to somebody, where do you think we should go from here? They're usually in a state of shock. They can't believe somebody in sales and business will actually ask them what they want to do. This is unheard of. This is nuts. They're used to being pulled down what a sales process they know, a mile away, they know how to Hi, hello, they it's over. And hello, because we're they're so conditioned to that momentum, the enthusiasm, the premature offering of it, that they're so used to all this, that the minute they hear it, it's over. When you said to somebody, where do you think we should go from here? What usually happens is when things like this, they say things like, I, I've got one more question. Or what about what about this, you know, it comes out and you said it the truth. And that is your goal. Your goal is building trust with somebody so they feel comfortable opening up to you in the beginning, so you know where you stand with them. So you're not spending your entire day and months chasing ghosts in dysfunctional relationship with people who never tell you the truth and the end, you wonder why is this so hard? So this is about detoxing your old way of thinking and being authentic with people and being in their world, not your world.

Unknown Speaker  29:50  
Principle number two.

Unknown Speaker  29:52  
Number two is what I call getting to the truth of people. Now what does that mean? What that means having them feel comfort. 100% telling you what you stand every second of the conversation, for example for you. I recently got a call, get in my office, got through my team got to me on schedule call, I pick it up, I hear Mr. Galperin. I said, Yes. He says, My name is john Johnson, I'm an XYZ company, you recognize an ambit company. And he says to me, Look, I'm we're looking to bring someone in to train our sales force. We're looking at you and two other people we'd like know, first of all, why should we go with you? Why the best and give me your best sales pitch. It says to me, that's the game he's in. That's what he carries every day, that kind of armor. And so I lowered my voice. I took a deep breath. I got censored again, my approach. And I said this to him, I said, Well, isn't that interesting? There's more, it's coming. But and I paused and I breathe. And I said to him over here, our company, where we're a similar process to you, we ask some questions, gather information, to see if we're a good fit. And if we're a good fit, we decide where to go, where to go from there. And I said to him, would you be open to that? There was a dead sound for about a couple about a minute. Then he as you breathe, like a sigh of relief came across the phone, I could tell the shoulders came down. He became a human being again, not a robot. And he said to me, okay, sorry, what kind of questions you have for me. Next thing I know, I discover in five minutes, one, he's not a decision maker. Two, he has no budget. And three, he's just curious as to what I do. So if you went to YouTube for some live stuff on my website, 100 the phone now what that process has saved me months of

Unknown Speaker  31:54  
chasing ghosts.

Unknown Speaker  31:57  
Is this drug in our bodies? You know, it's called it's activated with inbound calls like that. It's called hopium. opium I got the call, baby. Yeah, feed you this year. You're so excited. You got the phone call. You're all it just fills up your whole day and you and you follow up with them. You get their voicemail like, what he's not there. What the heck's going on? Then you go to computer you're saying you're right. Hi, I'm writing you to what to follow up? Yeah. So we're all over again, the same time we started chasing somebody because we never realized we're stuck in that circle. It just never ends.

Unknown Speaker  32:40  
The I'm going to shift gears slightly here. You're in Australia, we're talking to people all over the world. Yes, via technology. And the world has just gone through a pandemic, where we've lost that sort of face to face interaction a lot. How has that changed these strategies? When we're trying to talk to somebody through a computer screen with a camera?

Unknown Speaker  33:09  
I get that question all the time? And the answer is this. The mediums that you use to communicate with people is not the changing factor is the approach that you use to people, whether it's LinkedIn, or zoom, or cameras, or screens or phones, if you're still selling and conditioned to sell the old way, no matter what medium you use, you'll still get the same result. If you want to change and adapt to the new world now. fine to use the screens, use phones, LinkedIn, social, that's all fine. All that is is new mediums. What's got to change is you and your approach. You have to be aware of certain things. For instance, what you don't want to do, and this is this, I'm dropping a bomb right now. And I tell my clients this, stop focusing on building relationships with people pre sale. That's crazy. That's totally anti sales. What I discovered is trust and relationship building are mutually exclusive. Meaning your ideal clients they don't want to become your friend. We laid in the thick Hey, how's it going? Nice to meet you. How's it going out there really see we think it's all about the relationship. They want to get to know us and like us and they like us. Well, they'll buy from us. Well, when you see a doctor is he working on a relationship with you? Or is he diagnosing your problem? Trust is built when you remove the fake relationship building which they know is fake anyways. And you focus only on unpacking their issue, diagnosing and so they save themselves. This guy just gets me. I don't know what it is. He's not trying to sell me anything. He's not trying to move me forward. But he really understands my problem. I don't care how much he charges, I want to hire him. That's the zone, you got to move into no matter what medium you use.

Unknown Speaker  35:20  
I love that. And you open up a new, interesting topic that we could bring you back in just discuss for an entire show. But you because you talk about pre sales? In my mind pre sales is marketing, marketing to create awareness, things that we're doing. We're not yet in the sales conversation. Number one, do you believe that marketing is actually a thing? And what is the transition between marketing and sales?

Unknown Speaker  35:49  
Well, there's lead generation, right, what you're talking about marketing, and there's conversion, those are the two metrics you need to get right. You got to get qualified leads coming through to a schedule, hopefully schedule call if you sell over the phone, and you got to be really good at converting them. Once they get into a call with you. And they sync up together, your marketing has to sync up with trust your headlines, your languaging your content. And, and it can't be your content can't be about your solution. It's got to be about the problem that you help people solve. And this here's another bomb, and we get on the phone with somebody, stop giving them value, stop educating them, stop doing a free consulting. Instead, give them clarity on their issues. They don't care about your solution, I'm sorry, they care about if you're the one understand their problem, but I'm working on a new book right now coming out next year, called the one call sale. How to compress your sales cycle from multiple steps to one single trust based conversation. We're not following up anymore, you're not chasing the next ghost, you're not playing the numbers game anymore, you finally have learned how to be so connected to somebody that on that one call, the person feels comfortable giving you a yes or no. That's the ultimate pinnacle of where this is going. And now I teach that to my private clients.

Unknown Speaker  37:17  
Mm hmm. That's deep. I love that. So many of us, though, are actually programmed, we are doing a multi step process to begin with, we don't want to do one call, because that's not what we learn. We think we should just jump this hurdle, and then I'll follow up, and then I'll tackle the next hurdle. And then on the follow up, I'll get to the close. And then I'll do that.

Unknown Speaker  37:41  
Think about this for a second. They got a problem. You got the solution. Straight line of sight. What do we do, we mess the whole thing up, make him go through a whole bunch of hoops, persuading them, convincing them doing all this stuff. That is not what they want. What I'm talking about here, is simplifying the entire process to one single conversation, to help them feel comfortable trusting you enough to solve their problem. If you can't get to that point, you're always gonna be struggling, playing the numbers game, and just making enough to make a living and never really hitting the big numbers.

Unknown Speaker  38:29  
One of the things I noticed is that even just in in the core content of your teachings, when we say would you be open to that the questions that you ask are questions that give you a lot of information about the prospect and their qualifications. What are me because I think that a lot of people are, are maybe even gifted in they are good at selling but they just talk all day two, the absolute wrong people, what are some tips to make sure that I'm actually talking to a qualified individual before I try and sell something.

Unknown Speaker  39:03  
So that goes to marketing that lead generation, that's what you have to you have to have a very clear 20 end of the spear clarity on who your ideal client is not I don't mean like the profile males and from five to five, I don't mean a demographic. I'm talking about what are the three to four core problems that you solve for your ideal client. Okay, as definitely I'm thinking you reverse engineer your solution to their problems, right? So let's just say you sell lead generation, for instance, right to business owners. You have to build a to articulate what their core problems are around those issues. And that way, when your marketing speaks to those problems, they'll resonate with those problems and they'll come towards you because they feel like you're not trying to sell them a solution. But you understand their process happening. Go to the doctor and say your doctor, my shoulder hurts. He goes Let me take a look over here. Ah Oh, wow, yeah, we need an X ray right away, we got to take a diagnose release is going on. This is the source of what's going on. You're like, okay, Doctor, you get an X ray puts it on the light you see in the guys like, see that little black area over there? That's the exact issue. Why do you got the problem right there? me right? prescription? All right, and then do this, do this, do what I'm telling you, and you should be okay. And then what do we do last we walk out the door, we go pay him a bill, he never solves our problem. By the way, he only provides clarity on what the path is to solve it. That's the same model. I've simply ported from the medical industry over to here. And I'm working on a new bumper sticker right now. What's it going to be called? doctors don't do coffee.

Transcribed by https://otter.ai