How to Sell Better than 99% Of People (4 HOUR ULTIMATE GUIDE) – Transcript

00:00this is all my best presentations and videos on sales you could call it my Ultimate Guide enjoy selling with logic to make lots of money and so this will either be the best presentation on sales you've ever heard the worst presentation on sales you've ever heard or somewhere in between that is a promise all right and so I thought it would make sense to start with this we have a high this is Charlie Monger who's probably

00:27like my number one hero in this season of My Life um we have a high moral responsibility to be rational and I think that getting someone to rationally decide is important because emotional buyers often times get excited they'll buy and then who's had somebody who calls him two days later it's like I don't know why anybody raise your hand just so you know you're not alone okay and what happens is it's just like dating I think Lea talked about it yesterday if you have a rational foundation for a relationship

00:53or a decision when the emotions fade the logic will continue and so it's good to to answer both sides of the decision-making process the short-term side is the emotion that gets you to decrease your astion threshold and take a step right but the logic is what makes it stick and actually makes a great customer all right and so for me and I think that the further along you get in business and the higher up you get in business the more you'll see people who tend to make more logical decisions more

01:19logic first decisions and fewer and fewer emotional decisions all right so what does being a rational sorry what does rational logical have to do with selling well you have logical buyers and you have emotional buyers in general right most people sit on this Continuum one way or the other and emotionally people want to believe you people want to buy you must help their logical

01:44brains justify to decision that they already want to make think about it that way they want to buy from you you have to help them all right so who here identifies actually I'll skip through this emotional logical you're probably in between anybody in between these two anyone all right then you'll love this so before we get started I thought I would give you a few beliefs about selling that have served me very well

02:11throughout the years number one people want to believe you they want to buy you must help their logical Brains Brains justify the decision two selling happens before you ask for the sale closing happens after so you're selling for a lot longer period of time but the moment you kind of like take your pants yourself and you're like this is what it is that's when you're closing right you have now

02:36solicited now you close three it's easier to handle obstacles than objections I'll get to what the difference between those are in a second that being said expect and plan for no it is not failure it is expected so stop being surprised it's one of the first things we talk new sales guys into is expect no that's not like that's a

03:02part of this if they already were going to say yes then you are not necessary no is the job right if they could make the decision on their own they would just send you the money right the reason they're struggling is because they can't and they need your help which is why sales is actually the first step in coaching and I see sales as power if you can have the ability to direct or

03:27influence others that is power and I feel like it should be made much cooler than I feel like it is five if you didn't get a gasp from a price tag you didn't go high enough this is another belief so for those of you who are afraid to raise your price if you're not getting gasps you're not going high enough straight up and when you do it that way you can always walk down and have a beautiful price anchor right when you say $100,000 first a grand feels

03:54like a rounding error it's true but when I say $10 first like I'm saying right now $10 and I say a thousand sounds way [ __ ] bigger doesn't it so you got to get the gasp and you got to train your guys if you have a team they have to be comfortable with the no and they have to be comfortable with the gasp they got to go for the gasp be like dude you should have heard the gasp on this one right there we go seven selling properly is the first step becoming a coach right

04:20your first impressions the expectations you set dictate the relationship how you sell the fact that you use logic in the sale will set you up for success and your client for success in the long run eight selling is helping prospects make decisions to help themselves like you are helping them help themselves that's where the power comes from you are not helping them you're helping them help them see the difference it's nuanced but it's real nine keep the prospect not the

04:45sale as the priority it's not about us the more you can vanish in the sale and and magnify them the better your selling conversations will go because it's not about us they don't care about you they only care about them and they will talk about themselves as long as they'll let them this is a really important one especially when you starts getting into closing seek to understand not to argue

05:13and the way that I train our sales teams around this is childlike curiosity so when someone says when someone objects to something it's like ha that's so weird I wouldn't have thought that tell me more about that right and you get to be able to maintain that childlike curiosity the same way they train fighters to not breathe too much during a fight through exposure the more more times you get into these uncomfortable high stakes closing

05:40scenarios the less weird and high stakes they become because they become what you do every day and the good thing is you get to have this conversation hundreds and thousands of times and they only get to have it once so you [ __ ] better be better at it than them closing is a dance not a fight it's seduction not rape I mean I'm being super serious about this the goal is not to beat them into

06:06submission the goal is to sell from your back foot it's like I'm good I want to help you help you and if that means not doing this then I [ __ ] love it I'm with you I'm on your team and I'll give you a bullet around that in a second selling is a transference of belief over a bridge of trust therefore there are two things that are required You Must Believe so that you can transfer it and you must have trust to make the transfer

06:33because if you truly believe and a lot of times you anyone been on a hot streak when they're selling anyone anyone who just had their hand up ever been on a cold streak most times you go from hot to cold not because you forgot how to sell because you stop believing in why you're selling you have the same skills as you did the day before but sometimes you get a text you get an email get a pain in the ass customer you ask for a refund whatever the hell it is right and then you question yourself and so that bridge

07:02might have been created but there was nothing to walk across it because your cup wasn't full and so that's why especially it's you in the beginning but your teams over time the process of filling conviction is one of the easiest and best ways to increase someone's closing percentage better than any of the training in the world if you get someone to believe they will sell the right way because they're doing it not to make the deal because they want to help the other person 16 you can only build trust if you genuinely want to help and humans are exceptionally good

07:30at sniffing out intention is a survival mechanism you have to know if someone's trying to double cross you we're very good at smelling it out and the reason a lot of you guys can't close is because you only care about closing belief and Trust are a Continuum not binaries so it's not you believe or don't believe it's not they trust you or don't trust you but how much do they trust you how much do you believe how deeply do you believe because anyone ever been around somebody who just believes balls to

07:55Bones something that you think's batshit crazy like I mean all the way so much so that you start to question what you believe that's what real conviction does 18 closers ask hard questions and it's because you genuinely care that's why you do it it's why we're here who here wants to impact thousands of lives and help people then you got to [ __ ] ask hard questions because it's the only thing that's going actually Pierce someone's hard and actually get the transformation to happen if you can't

08:24make if you cannot have transformational conversations you cannot coach and this is the first step the person who cares the most about the prospect wins the sale that includes them so if you care more about their well-being than they do you will win and if you are more convicted they will question their own excuses because you are so certain little TI Little Nugget for you record all your sales by the way because

08:51when you do get on that hot streak right when you get on that hot streak and then you get cold again watch your hot streak see where you pause what jokes you made when you asked for the sale when you didn't how you overcame it and it'll get you back in the flow much faster than trying to question yourself what do I do what do I do always record all your sales it's also the easiest way to train new people and then lastly 21 power is the ability to direct or

09:17influence people if you want to be powerful you must understand this skill and that's what we're going to talk about cool awesome when does selling happen does it happen when they're a lead does it happen when we're qualifying them does it happen when we solicit the sale does it happen when we close the sale when does the selling happen all the time the entire time selling is happening but what are we

09:42going to talk about today just this just closing everything you have to do after asking someone to buy why are we doing that rather than the entire process beyond the fact that we'd be here all day the other reason and I love this is that closing has one of the highest predictors of success in business and here's an analogy for it everyone familiar with the NFL yeah great so

10:07here's an insane statistic the top five Red Zone offenses in the league now last five years made the playoffs 90% of the time here's why this is interesting and crazy there's a million other stats they could have horrible defenses they could have terrible coaching they could have a terrible whatever it is right they could have all these things that are wrong with their they could have Terrible Special Teams

10:31whatever but just this one set if they're in the Red Zone they [ __ ] close and I can tell you if you have this ability if you have this skill it will make up for a tremendous amount of deficiencies in other areas of your life and business and it will buy you time to learn those but if you can't close it's very difficult to grow in business especially in the beginning because it's probably you that's why we're talking about closing why is this important from

10:59Money Getting perspective well first off if you have 100 people walking the door 10% are never going to buy just accept that right problem is you don't know which 10% it is but 10% are ever going to buy 10% are always going to buy you just got to not [ __ ] it up and most of you guys these are the only sales you're getting they're like well I already I'm already here my friend told me about you I have my credit card out and some of you like well you know let's make sure you're like just shut the [ __ ] just take the

11:26card you know what I mean like shut up right that's like hey my friend's so awesome you got to meet him and she's like oh my God he's great and then the guy starts talking and she's like oh just kidding you know like terrible right but this is what we fight for this is what we train and if you want to make a big impact that's what we're fighting for it's the middle 80 why this presentation will make you money if after this presentation you just have one more bullet one more play

11:53In Your Arsenal to close where I get you one more deal a month I'll feel like my job was done all right and hopefully if you just do that it'll pay for your entire weekend all right that's my goal for the presentation that everything that you guys have done for this whole weekend is paid for is that cool Fair outcome all right so this is one of my favorite sayings you're only one decision away from changing your life forever and whenever I feel overwhelmed or I feel like I'm decreasing like I feel powerless or I feel like I have

12:20less power than I want to have I always say this to myself because it's like I can take one decision and change [ __ ] everything you know what I mean like I can I can drink a bottle of Jack get the car I can change everything with one decision right I can make a step to to invest in something I can buy something I can invest in myself I can I can have a terrible conversation with Laya or I can have amazing conversation with Lea but just one decision and that's always given me power but the thing is is that

12:45instead of changing our lives we blame when I say blame I want you to think give power to sources outside of our control and this is what you and this is what your prospects and your customers are doing and this is why so many people are Weak and Powerless and so we're going to do a fun activity today because I want you to be involved so you can learn it and we're going to do this so that one you can help decisions to help yourself with whatever decisions you're facing two you can use these Frameworks