Become a Master of Sales Psychology

1. Lesson 1 Intro to Sales Psych Final cut: welcome to sail Psychology 101 influencing prospects and increasing sales with these little known mental tricks of the trade. That's what we're gonna be covering in this course. A lot of this stuff isn't necessarily secret, but in addition to just knowing that these techniques work, we want to understand why they work right, because when we know why something works, we can change it. We can go with the flow of the situation, and we can become a much better sales person by understanding the principles that underlie all the sales techniques that we know in the industry can be used successfully. And there are a few things in here that very few sales people know or do. And these are some of the things that will separate the best salespeople apart from the average sales people. And that can mean a lot of money that difference right there. So let's get right to it. Sales all about psychology, right? No one is going to buy from you. They don't like you. That's something that we probably all understand. But that's a profound thing because a lot of sales people are annoying weaken be considered to be too pushy or too persistent and some of those things that actually, you know, drive sales, that persistence, that pushiness drives people away as well. So we need to understand not only that there's a balance and finding that right balance, but we need to understand how to apply all the principles that we learned in sales by still making people like us by still enjoying the process and by ultimately getting a lot more sales. So that's what this classes is all about. People say yes when they don't feel like they're being manipulated. We are trying to influence people, but we don't want to be manipulative. This is a very fine line. We are walking in this business. The goal is to make money. The goal is to be really good at what we do. But if you want to be at the top of your field and sales, you need to be sincere. You need to really enjoy what you're doing, and you need to believe in the product that you're selling or whatever service it is that you're selling. Human beings have very powerful, subtle psychology. We know when someone is trying to dupe us. Usually right. We don't want to be manipulated. So a big part of psychology and sales is how can we be influential without being manipulative, or at least not being perceived as being mean it live? Right. So another thing we're going to cover people will pay a higher price to their friend. Right? So it's our job to become our prospects. Friends, we're not just looking at them as a wallet to extract cash from them. Right now, a lot of sales people are really good at what they do in terms of the technical ways that they know how to give a sales presentation. They know how to ask for to sail that close the sale. But those people are always limited in how much they can sell because they misunderstand the fundamental principle that when you become truly a friend of all of your prospects, all of your customers, all the people that you work with, not only will you enjoy your job so much more, but you will make a lot more money because not only will people say yes to you more people pay a higher price. People will will buy from you instead of the competition, even if the competition is hounding them or give them a better deal because people inherently want to be loyal. But they only want to be loyal if they feel like there's a reason to you that they feel you care about them. So you know, if you're in this sales business to make money, which all of us, of course, are in it for ultimately. But if you're not sincere about wanting to help your customer about wanting to give them a high quality product, if you don't care about your product truly, then you're never gonna last in this business, and you're at least not going to become excellent at what you do. So that's you right now. Listening to this, you need to try to find a way to really enjoy the job, Maura, or to like people mawr. Or maybe you need a different type of work because really, what it comes down Teoh. In this business, you want to be the best. You have to really, truly care about all of your customers and prospects. Not that's not really a secret, but it's a powerful underlying principle of the psychology in sales in the top salespeople all have this trait people want to buy from those they perceive as hard working professionals. A lot of sales people have a have a bad name. They've given us the bad name of, you know, just out there hawking our wares were just out there peddling whatever we're pedaling, trying to make money and sales people can be perceived this way. As I already mentioned, we could be perceived as being annoying is being pushy. We need to create the perception, and we need to actually be a hard working professional that is well educated. That communicates very well. We don't want to be the hair slicked back snake oil salesman persona. Now they might. That might also sound obvious, but it's amazing how far this will go on. I've had tons of conversation with my customers, and they say they want to see sales people that are serious professionals or you could be playful and fun and and fun to be around and still be a serious professional. That's the balance that we want, okay, and that's a big part of why people will choose to buy from you and you're out there prospecting. You are a serious professional but also knows how to smile and be friendly. That's the balance that we're always trying to strike. And finally, the skillful sales person doesn't appear skillful but sincere and helpful. The more skillful we are, the less skillful we will seem. It will seem natural. We talked to people. We give our sales presentation when we are prospecting. We're just having conversations with people we are just meeting. New people were making new friends with. The better you get at combining that conversational style and tone with your sales presentation, your sales pitch, whatever you wanna call it, you will make way more money. You will be farm or successful. So that is what we're trying to achieve. And final thing I like to say in this introduction is that modern sales is not about pitching things to people. It's no longer about that old school hard sell we go, we'll tell you all the benefits of our product. That's why should buy a blah, blah blah. Our society has been so inundated with advertising, literature and sales and businesses and entrepreneurship that we have a very strong defense mechanism. We have a very strong resistance to that modern sales people that are successful. You need to be conversational and going there, just like you're talking to someone about the weather, about the movies you're talking about. You know your product. You weave it in there after you talked about their family, were no longer making a sales pitch. We're now just talking to people becoming their friends and weaving the conversation towards a product, of course, highlighting all the benefits but were never argumentative. We're never too pitchy, never too aggressive. But we are persistent, and we are going to be talking about our products, of course. So this is what we're all about, this course, and I'm going to be shared with you guys, everything that I've learned in my 10 years of experience, selling all different kinds of products. So I'm looking forward to the course, and I hope you guys get the most out of it that you possibly can 2. Lesson 2 The Most Valuable Skill in the World Final cut: sales is literally the most valuable skill in the world. Now that may just be my opinion, but you try and think of any other skill that you use every single day. Human beings are always trying to influence each other, right. We use this skill in almost every situation. Finding a significant other were trying to convince them of the benefits of being with us getting a job. Of course, that's a sales activity. We want them to hire us. Even buying a house or a car, which is a purchasing activity, is a sales activity because you're trying to get those things at a lower price. At least you should be doing that. Otherwise, there's something to learn about business right By buying things less than retail, you are selling them your offer. You're selling them the price that you want to buy it for, and you need to be influential. To do that. You're using sales skills to effectively do that when you're convincing someone to do what we want to do for the evening to go to the restaurant that we want to go to, to do the activity that we feel like doing over the weekend those air all sales activities . We're always negotiating with our boss with our co workers, with our employees, right students, the government, our Children. We live in a society that negotiates and key skill in negotiating is sales. So whether or not you are a sales professional or an aspiring sales professional, or you're just someone who finds this topic interesting, or maybe you just want to be more influential. That's why he took this course. It's important to understand that sales is something that you can use to enhance every aspect of your life. Now I've had jobs and sales, and I've also always been a teacher. Have been a coach. I've been a teacher. So my career is intertwined between business and education. And even when I'm not working as a full time sales person, I am constantly using my sales skills and everything that I do. You try convincing 30 teenagers that business is fun and interesting when they're 15 years old and they're saying they're why am I in this class right? I have to use my sales skills to first of all, convinced them that they should care about what we're doing and then teach them the actual skills themselves. If you have kids, you probably know that you have to negotiate with them about almost everything right. What showed a watch what food to eat, what time to go to bed, your sales skills that when you learn them, you can apply them. Teoh Everything. As I mentioned in the introduction, learning the principles really well allows you to be creative in sales. It's not about okay, this is the principal, and you supply the same way every single time. Every situation is a little bit different, So the more practice you get in using these the mawr easily you'll be able to identify. This is a situation where this technique will work. There's a situation where I will try doing this and you know, it really is a lot of fun to learn these actual, very explicit detail or, say clear sales techniques. And then you apply them in some real war situation and it works and you know it works. It's pretty awesome, and it gives you really a lot of power is another way to think about it because it gives you I don't want to use the word control But it does give you influence over people, and that allows you a lot of freedom in your daily life. So that's what this course is about. It's about those techniques and about looking at why do these techniques work and then understanding that going forward and applying them in every day, situations. So it's something is really important for us to just digest how important these skills are , how applicable they are to everything we do in our lives on a daily basis. 3. Lesson 3 The Big Sales Killer Final Cut: possibly the number one sales killer is a general idea, and it's using negative language. This is something that we probably aren't even aware that we're doing. But it's a subconscious thing that when you're using words like no or can't or not sure about or I don't know or never etcetera etcetera. This triggers in a prospects. Mind the the feeling of no, and it increases the likelihood that they will say no. I can't remember where I originally read this or study. This might have been back in college and a sales court or something, but it really is important. And if you can get used to catching yourself and always using positive language, you will subconsciously help the prospect to say yes to you. And this is one of those things that's not exactly some technique to general rule that will help increase the likelihood that people will agree with you and they will say yes, do which is what we're always trying to do. We're always trying to create a feeling and our customers and prospects only that they like you, but a feeling that makes it easier for them to say yes, it makes them want to say yes, that makes them see the value and what we're selling and want to buy it. Really, if we're good enough in our jobs, it shouldn't even seem to them like they're paying money for something. They should see that there's so much perceived value and whatever it is that we are selling or promoting that that $50 that $100 with that $10,000 for big ticket items is nothing right. They see so much value that finally when they buy it, it doesn't even feel like they're paying for anything. Okay, we never want to argue with the prospect, no matter what. Now this nightmare really hard. If you have an argumentative prospect or someone who's negative or even angry, saying, Get in my store, you know I don't take solicitations or I don't want a buyer park. I don't want to talk to you. Sometimes you look me very rude salespeople because they may perceive us as being pushy or rude because of some negative experiences they have had with sales people in the past. But we need to get very, very good at absorbing that negativity, and you know, this doesn't mean that you're gonna be able to change every prospects. Mind if you're in sales already? You know that it's a numbers game. The more prospects you get in front of, the more sales you will get. But the greater your skill, the higher your conversion rate and the more money you will make instead of getting a one or 2% conversion rate, maybe you can get it up to 10 or 15%. And that could be the difference of hundreds of thousands of dollars in this particular business. But what we need to be doing is, you know, when we overcome objections and it's a whole lesson about this later, or when we answer a question or respond to some really negative comment by customer prospect, we have to catch ourselves and never argue and never even disagree. What we're doing is we're merely what they say. We agree with them, and then we continue on what we were saying, or in some cases, if you see that's just a lost cause, just be polite and say, Well, thank you for your time and I appreciate you spending, you know, moment with me, Good day, but this is something that you know, it can turn a no or a very aggressive No, into a yes, just by saying something like So I appreciate I appreciate that, You know, actually, not even here to sell you anything. I just wanted to come and introduce myself as a company that I work for a new The area was coming around and use myself and saying hello. And I'm not gonna leave you with any sales that are chair anything. And I hope you have a really nice day and you know that that will be something that you can follow up with later on. Come back in in another couple of weeks and then maybe that time you start talking to him a little bit. Mawr, if someone's really, really cold and negative, well, obviously you're not going to be able to sell him something right then. And so you need to build report. But the last thing you want to do is argue with them or feel, you know, hurt by what they said. They just leave and never come back because there's a lot of top salespeople will tell you most sales started with a no and a lot of people that at first are totally against you, even being there after they get to know you will like the fact that come in the store and talk to them because you become their friend and that's what it's all about. So sales, you know something. It does take a lot of work. It's We have to spend a lot of time cultivating these friendships, but when you get used to it, you can turn a lot of negative people's energy towards you by not argument them. I never disagreeing with them and just slowly building rapport and friendship, sometimes into the biggest accounts in your whole entire portfolio. Important principle And it's not an easy one to be able to put into practice. But it's one that if you want to be a great sales person, you need to internalize and you need to get good at doing that. Okay, we need to make prospects feel good and they will buy from you. We humans are very emotional. It's not about logical a time. It's not about the fact that we have the best product or not. If people feel good in your presence right this is where charisma comes in and things like that which could be learned as well. People feel good. They want to say yes to you. They will care about what you think about them, right? Most of time we do care about what people think about us. Even salespeople, once we become a mostly attached to them or once we become friendly with them. So that's just a important general thing to always keep in mind. How can we make this person feel good to see me be comfortable around me, right? That might mean that we don't talk about our product very much or at all that that time that day during that meeting, maybe we just talked about it a little bit. And so you know what? I'll come by later when you have more time and leave this with you had no problem, right? No pressure. But you will come back and you will follow up with them. The last thing you want to dio is even once make someone feel like you're being pushy or annoy them or you're disrespecting their time or any of that stuff. So how you make them feel is everything we want to be using positive language rights. A native language is a sales killer. Well, positive language is the subconscious sales getter. We'll say right. We use words like great, wonderful, beautiful, awesome. Excellent talk about value. Talk about quality. Talk about service. We Sprinkle these words into our language constantly. Whether we're talking about the weather, whether we're talking about their families, where they're talking about their business, we're constantly using positive language. Positive language not only leads to people being more likely to use positive language themselves and say things like, Yes, I'll buy that from your Yes. Why don't I come? Why don't you come back tomorrow or next week or Oh, yeah. Let me think about that. But it also makes people feel good. It puts him in a better mood. It makes them like you more so it has a subconscious effect on people. When you're a positive person using positive language, it has this cascading effect. People like you. People want to say yes to you. People are more open to everything that you're saying. People don't want you to not like them. And so they will be more friendly to you. This is a powerful principle, and your next time you're in there talking to a customer, even talking to your friends, think about when you're speaking. You know how positive is your language? What kind of words and Kavaler do you use? This doesn't mean you have to sound like a crazy person, but that's just great. Or everything's wonderful, right? And be yelling or anything. But just the choice of words that you use when you speak to people has very powerful subconscious effect. And most of us don't really think about this on a regular basis. We don't even even realize it and also think about. You know, next time someone comes into your office, talk to you whether it's a sales person or whether it's a customer. Think about how they speak to you and how you perceive them based on the vocabulary that the use and you might realize how important this principle be. Building related people, especially in sales 4. Lesson 4 Using Silence to Close the Sale Final Cut: using science to close a sale is one of the most effective sales techniques there is. I can't tell you how many times I've finished with sales presentation. I have used some other techniques that we'll talk about, like assuming that sale and things like that. And then once, once you're done, you need to stop talking. And a lot of people think, Well, they're gonna lose a sale and they need to keep pushing him or keep going over the benefits of the product. They get nervous that they're going to get a no response from their prospects. But when you stop talking and you let them have some silence, it shows that they're thinking it gives them a chance to make a decision. And if your presentation was good and you've done a good job, probably that will be yes. But it doesn't help anything to keep talking. In fact, you can turn a lot of yeses into knows by doing that. And what's happening here is in Mace prospects feel like it was their decision. They weren't being manipulated right? You didn't just convince them to do it. You didn't just talk them into it. They want to make their own decision based on the information you've provided, which is why sometimes in sales less is more. You want to give a presentation. You want to make sure and as little time as possible as efficiently as possible. But they understand all the value of your product or service, and they can see it clearly. But at some point, less is more. You need to stop. You need to ask for the sale, and then you need to use silence. It's it's amazing how well this works. Okay, so it's one of Reiterate you can lose a sale by over selling by being too pushy. We want to avoid that, especially in these modern times or not. Sales pitch in. People were talking about our products. We're showing them other benefits, and then it's up to them. And if they say no after this, don't lose heart. You could be persistent, and then maybe another week or two later or a month later, come back in and see if they've changed your mind. You will get lots of sales by doing that. The last thing you want to do is push someone when they've already said no right, then. Okay, You're gonna get this feel for the right time to be quiet and let them give you their answer. This comes with experience, but is a right time to stop talking is a right time to stop the presentation, and it varies depending on the person. Some prospects want to hear as much information as possible, and you will learn this when you get to know your prospect. It's another reason why you need to get to know these people understand what kind of person they are and what they like, because some people are really busy. And you need to say, This is my product. This is what it is. This is all the benefits to you. They want to make a really fast decision, will do it right then other people who either have more time or like to be more deliberative and think about it. They may want me to make a 20 or 30 minute long sales presentation. They don't want to ask you a lot of questions about your product, and they give you a lot of time to, you know, really say everything you want to say about it in either case you're gonna want at some point use science to get that close and ask them for the sale. But the key is you need to get a feel for win the right time to endure presentations and ask. It will be you don't want to. If you want to be a really, really effective sales person, you don't want to do the exact same thing every time. This is what a lot of people do Dio, especially if you are just training, you know, and that the company has a canned sales pitch. They go, you show them his presentation and then you say this and you say this and then you actually sale. Now that might be very effective. And if you're a novice, that's probably the best thing to do. You will get sales that way. And if you're not, you know, a very skilled sales person or speaker. Well, then it would probably hurt you to try to do it all on your own. But once you have experience and as you get better, you will learn that you can be flexible. Your sales presentation. You might even cut it short. Sometimes you might want to extend and give them additional information. You'll realize that it all depends on that particular customer or prospect. You will get a sense for this afternoon. You have experience. You want to give as many sales presentations as you can to get that experience. If you are not a experienced sales person and if you're not, as I said, you do want to just use the simple canned approach probably until you get used to it and could start to branch off into your own language and such. But this using science to close is a very subtle thinks. It doesn't seem like you're using any technique on them. Does it seem like they're being manipulated at all? Or that you're trying to influence them? Having all you did was stop talking. But this is actually a technique that works. And even if the silence is long that you might think, well, that's uncomfortable, and it might worry you. But when the science is long or extended after you're done or they don't say anything to you, that means they're considering it. That means they're thinking about it, and you definitely don't want to say anything in that moment right when you finish and they're thinking extends on maybe for five seconds or something. You know when you feel like you should add another point or ask him a question that is the killer right there. Don't do that. Let them think, Don't say anything until they are the ones that respond with either a question or their decision. OK, this takes a little practice, but it's a very powerful technique that works. OK, this works so get used to doing it and get as much Pakistan you can getting these presentations on your belt so you can start to implement a lot of these more subtle things . A lot of these techniques that will really separate you from the pack of all the rest of the hordes of sales people that are out there selling their stuff. 5. Lesson 5 Always Be Closing Final Cut: always be closing is the sales technique where throughout our sales presentation or our conversation with a prospect, we are constantly either directly asking for the sale, leading them to the close to make them make that decision and give you their answer. You're always trying to close a sale again. This is something that takes art to not be annoying and be too pushy, but be able to do well. But why doesn't work so well? Understanding why this works will help us utilize it better in real life. So people are compelled to answer questions right. When you ask people questions, they will give you answer. And so when you're saying things that people would a 20 unit order or a 30 you know, order be better for you, you controlling their choices, you're giving them an option. But I asked him a question that will say either, um, probably 20 or probably 30. Even if that doesn't lead to the sale right then you're leading them down the path towards the sale and you're closing with that kind of a language that's kind of combining closing with assuming the sale, which we're gonna talk about it in eight and another lecture, assuming that sells another very powerful technique. So one of the main reasons always be closing works because people are compelled to answer your question when you ask them a questions, you want to lead them sometimes with questions. Say, you know what? This feature help your business? Yes. And if we can get to you for this type of a discount, would that be good for you? Yes. So how about a will start with an order of 40 units and we'll go from there. Okay. Sounds good, right? You let him down to that closing with questions. You know, we trained all alive to try to make people like. So you gotta remember, too, that your prospects and become the friends. They want you to like them as well. Just like we want people to like us. They want sales. People like them, too. And this varies by person to person how much they will care about that. But a lot of people want to be like and they will want to give you orders because of that. So just remember, that is part of the psychologist going on with our prospects. We just need to make it easy for them to say yes to what we are trying. Teoh, sell them. Alright, Prospects want to say yes to you. It's not like everyone just out there trying to, you know, hate salespeople in say no and reject you. All you need to do is make it easy for them to say yes. All the benefits you're giving them highlight all the reasons your product is a good one and they will say yes to you. If you use all of these techniques that were learning and you are persistent, it's just a numbers game. And you just gotta gotta remember that, right? If you don't ask for the sale, you won't get it. This is the same thing with politicians, right? A lot of people say, Well, how come he didn't you know you didn't vote for him? He didn't ask me for the vote, you know, it's kind of a weird thing. You think Well, it's obvious that we want to sell you something. It's obvious that we want you to vote for us if you're a politician, but people want to be asked right and sometimes people get busy too, and people, you know, you leave the office without asking for sale and you think, Oh, don't call me or you'll follow up with them And that sales loss and all you needed to do was be a little bit assertive and say So let's get this order rolling for you all guy, do this fellow's people working your center here and we'll get that ship to you in two days or whatever you want to close with. You need to. I need to be asking for the sale. It's a very basic thing, but I've seen a lot of sales people that aren't very good at doing this. They give a pretty good sales presentation and friendly, and they are building report with that prospect. But they don't know how to get that close and get them to hand over their money, sign their name and they lose a sale, and you lose a lot of sales this way. Everything we're doing when we're building of our sales skills is where is adding to our repertoire and we're increasing our conversion rate. So if a really, really great salesman gets in front of 100 prospects and he can convert 15 or 20. And then maybe that would be really high conversion rate, especially if they're new customers. Now. Poor sales in might get in front of 100 people and only convert like four or five of them. Now. The difference in money between that five sales and at 20 sales is huge, right? It would be the top salesperson is selling four times as much stuff, and so one person might make $20,000 in sales, another persons making $80,000 in sales. So the exact same product and even getting in front of the same number of prospects. But more skilled would become higher conversion rates and the higher your customer loyalties. You don't have to convert as many people. So you're according a new client. You're always closing. But this is true even when you already have a client. When you want to sell them mawr things, you want to maybe sell them a new line of products or some news service you have. You need to open up again and try to close them again. So this always be closing needs to become had it do that you used the mentality that use asking for the sale. Always closing on. The more you practice, the better you will get being able to do this without being too pushy and be too annoying that we're not going to give yourselves presentation like, So you want to place your order now or so it's going to go on the people work. Or how about 10 of those? You don't want too much, but you just want to always have in the back of your mind after you've talked with them with a product that, actually one of the questions, Try close right at the end of presentation, try clothes, maybe at the very end of the sales meditation. Right before you leave, you say, I want to go ahead and try one. Order a small order and we'll see how it goes. That's a soft way to close so that you know you're not committing to anything huge, but most people will try your product. We say, you know, why don't you do one and use it and then we'll go from there and just getting that one yes , from them on that one tiny order can lead to a huge account Later on the increase their order long as you are building report and you're making a little bit of progress. Little by little, without prospect, you're going in the right direction. So always be closing works. It needs to become part of your sales repertoire. You delete them with questions and understand that they want you to be their friend. They want to say yes to you. And if you don't ask for the sale simple as that sounds, you won't get it. It's a very critical principal in sales psychology. 6. Lesson 6 The Subtlety of Assuming the Sale Final Cut: assuming the sale is the attitude that when you're talking to a customer or a prospect, you always assumed everything you say and do your body language and tone of voice and everything that they are going to buy from you. And having this attitude is very powerful because it's very subtle. People don't feel like they're being manipulated or controlled it anyway, when you're not really saying or doing anything directly, that is manipulative. But it's a very powerful psychological thing when you're talking to someone and everything about how they are speaking with you is as if they're just gonna buy for you is if they're going to say yes, it pulls them in that direction Psychologically, probably everyone is listening to this right now is rather 90% of language orm, or is nonverbal is body language. It's salty of our inflection and the tone of our voice, how we say things, what we're looking at and just how how we are carrying ourselves right and Souness sale is very powerful because it's in direct, which is really what we're trying to do. Everything with Howard closing using silence too close and all these techniques, the more subtle they are, the more powerful they usually are, because the last thing you want is a prospect to feel like you are trying to manipulate them. So everything we're doing, basically, is essentially trying to influence people. It's the art of influence without it seeming like we are influencing them. OK, so processor, influenced by your assumption that you are already business partners as a set of previous lecture people want us to like them and when you're talking to someone is, if you're already partners that they're already buying from you, it has a subtle sort of push to them that you guys will be partners, that it should be easy to say yes, because you are already assuming that you guys are business partners and it won't work on everybody. But it will help increase your conversion rate, which is what we always trying to do When you go out there on the sales world, whether you're already a salesman or not, you'll realize really quickly that you will not convert everybody that you talk to you. In fact, you're going to be told no a lot, which is why a lot of people can't handle a sales business with not very good at it. They don't like the rejection, and they think it's too difficult. But once you realize that it's really a numbers game and it's all about increasing your your conversion rate, then you can get used to being told no a lot and get through all the knows what we call it . Collecting knows. Get through all the nose to your guess is because of the longer you are in this business and the more clients you see, the more prospects you see. I should say, the more sales you will get no matter what. But when you use all these tools ever learning about, and when you get experienced practicing all of them, your conversion rates will go through the roof compared to people who don't know what they're doing and use all of the just normal traditional sales tools. So one example would be something you could say that would be assuming the sale would be something this with a 10 unit order you'll receive a 10% discounts. Was a better value than five you to order. Okay, Instead of asking for the sale directly and saying How about a sale. When you do that kind of a thing, you give them a chance to say, Well, not radio or just give it a chance, basically, to reject you and say no. So we want to use language that it's assumes they've already made the decision they're gonna buy from us. We're not even, you know, negotiating talking about like, will you be buying from us? We're now going straight to you. How much will you order or what kind of order will you want? Go to the details and then they'll be thinking about that. And it helps push them in that direction, getting over the hump. And instead of saying yes or no, if I think about who my order tend to get a 10% discount, that will assume the sale and get them thinking about doing business with you. Whereas if you just asked him point blank, how many would you like to order? Do you want to place an order? It lets them off the hook. We control the conversation this way. We control the language we're using this way. And it said before people want to answer questions. And when you frame things a certain way they will think about them a certain way and give you an answer in response to the way that you posed that question. So we'll go through a couple more examples here. I should give you a really good idea of different things. You can say that again. Like I said before, when your first nuit sales, it's really good to use canned lines you've memorized. Use a presentation that you know, works and everything like that that will get you in the game. But it will only get you so far. So after you've gotten released, doing that and after you are pretty good at delivering these lines and delivering your presentation. What you want to dio is understand these principles enough so that you can innovate While you were talking to prospects. You never know what they're going to say. You never know how the conversation's gonna go, so when you have flexibility because you have more knowledge and training, you will increase your conversion rates, and you don't have to say these things exactly as I'm saying them, and you don't even have to memorize line exactly until, of course, you find some certain lines that you used that worked really? Well, maybe you use those almost every single time if you know that they work on the convergence . But the point I'm trying to make is when you see lots of examples and you understand the feeling of assuming that sale, you can say anything that fits your personality and that situation. As long as you understand what not to say. So another example would be you could say something like, we'd like to get the paperwork started. Now you still have a few questions, and that way you're closing your asking for the sale and you're assuming the sale. And even though you're asking them, you know, do you still have a few questions? You're not really letting them off the hook because you're starting with rejecting good papers started. Now, assuming that there is paperwork that's going to be done or you still have a few questions , it feels like you're not being too pushy, like let's get this thing done. Say we get the people start now or you have some questions that leads them down the road to the closing again. Everything we're doing in a sales presentation or in a conversation with the prospect is going to be closing. We want to be as assertive and let's say pushy is possible without being annoying and without making them feel like we're being pushing. That's why the always be closing. There's such a important concept in sales, and I'm gonna be just reiterating all the things that we've covered in previous lectures and every lecture so that you can see how all of this stuff builds on itself. And by the time you have finished with the course over the time you have brashness material . When you're out there in the world practicing it, you can see how it all sort of weaves together to make a seamless let's say, toolbox that you can use for talking to prospects in any situation. So, again, would you like to get the paperwork started now? Or you still have a few questions that assumes a sale by leading into paperwork without asking for the sale directly? This next example would like to increase your order or keep it the same as last time. Now, this would be if someone has already made you an order. Obviously, they've already purchased your product of service. And then when you're trying to get them, Teoh re sign a contract or to renew whatever it is that they first agreed to buy from you instead of asking him some. Yes, no question. Give them a chance to get to get a no out there and say, Well, you know, it didn't work out for me or, you know, I think we're gonna go ahead and try something else You said you want. You won't increase your order. You want to keep the same as last time. You're assuming there's gonna be an order and this will push them in the direction of thinking about people. If we increase it, do we get a discount or let's go and keep the same everything simple. I've used this a ton in selling advertising when I was out there selling advertising for magazines, newspapers and things like that, which was the very first sales Robert ever had back when I was in college at a college. This is the line that really works. When someone had producing at before. You come in there, you talk with them, you make you make chitchat and so you want to keep your line listing the same. What do you want? To go ahead and get more exposure out there? And most of time, people would say, Let's keep it every once a while you could sell them up and sell them. Or But I was aired on the side of caution and just said, You want to keep the same? It leads them into making a really easy decision. Yeah, let's go ahead and just keep it the same. And then you get that sale without having to try to push them to buy and more from you, which, of course, you may want to do sometimes. But this is an easy way to assume the sale and just get a renewal from someone who has already bought from you. Another thing you might say is something like what is best for it, for deliveries you're assuming is going to be a delivery. So even if you have already closed a deal with someone, when you're talking about everything, you've talked about a few different aspects of your product or terms of the agreement or or things that they need for their business, and you say something like what is best for deliveries this Friday. Good day for us to deliver to you. They haven't said yes to yet. But when you say something that they start thinking about the situation is if you're already business partners, if there is going to be in order, you know and some people that are, say, sophisticated or super defensive, they will understand cause they're also business. People in these people are usually very intelligent were talking to that. You know, you're sort of being a little bit said. I don't want to say manipulative, but you know, you're trying to influence them by using this kind of language, but that's fine. Every once in a while, people are going are going to see that it's not gonna work every time. But again, what we're doing is we're increasing. Our conversions were increasing the likelihood that people will buy from us and we're maximizing the chance that we will get a yes from these people. That's all sales is. You look at the very greatest salespeople in history, like the Zig Ziglar's and people, the very top in the pharmaceutical industry. They're not doing anything magical. These people are not geniuses. They've received very good training and sales. They understand what works, and if you go up there every single day and you hit the pavement, doesn't matter what you're selling. You could be out there doing cold calls and you could be in a store waiting on people. Or you could just being customer service any situation. Like I said, he gave it on a salesman. If you apply all these principles on a consistent basis, they will lead to higher cells diversions. They will lead to sales. And there's no reason why. If you understand how to do all this stuff, a lot of the subtle stuff you shouldn't be able to make a really good living in sales, almost no matter what you're selling. So assuming the sale is a very powerful attitude to having sales, it works. And I'm going to have a reading list at the end of the course of a lot of books that helped me along the way in sales and that you guys could do further reading about getting really detailed examples and get some more training about things that you can say if you're starting out. Like I said, you might want to memorize lots of lines that you can use. You're talking to prospects that what you won't freeze up? That what you won't forget what it is that you wanted to say. Go ahead and use these three examples that I've given you as well. But at the risk of going too long in the course, I will be giving you guys a lot of recommendations for for the reading. If you want to delve into any one aspect of my course in more detail, because you know sales is only so big of a field, there's there's the lines we use is the strategies. We use their psychology of it, and you get to a point where, you know, you kind of know everything there is to know in terms of the basic strategies. But to get better, you to practice and you need to go deeper into understanding why they work, which is what psychology is so important in this business, because everything we're doing is influencing another human being, making friends with them, making them like us. And the more we understand that, the more money will what will make because you'll be more effective at what you do 7. Lesson 7 The Nothing to Lose Mentality Final Cut: psychologically when we're in a negotiation or when we're in a sale situation. Having nothing to lose mentality makes you very powerful. And just like with sincerity, it has to be. Really. You have to really understand that you need toe not care, basically about whether or not you get that sale or whether or not you get that price you want. You have to go in there and you negotiate. You have to be confident about your training and about your ability to deliver a sales presentation. But then, if people say no to you or people are needing a better price, you can't give, you know, don't feel bad if you can't convince them. Don't feel like you're in a position of weakness and you need that sale. Even if it's true that you really do need to be making money and you really do need to get these sales, people can sense that weakness. People can sense that you need it. Okay, so we need to find a way we're when we negotiate with people or were selling things to people to have a nothing to lose mentality. We don't even care about that sale we're giving them the benefit of our product. We're giving them the benefit of our service. We're providing value, and what we are selling to them is a very good, valuable product or service it to believe that. And if they can't understand it, if you can't get them there to the price we need, or or whatever the terms are that we want, then you need to have the walk away mentality. And when it comes to certain types of sales, especially in the real estate business and flipping houses, which is the business that I'm in now, when you are negotiating with motivated sellers in trying to convince them to sell you their property at a very low price and you negotiate them down. But you can't get them where you want to go, you know that you really need that property. You've got a really hot lead. You don't want to let it go, but you have to walk away and say, I'm sorry, you know, we just can't get there. Thank you for your time. I really appreciate it, you know, spending time with me and everything, but we just can't do it. And when you walk away a couple different things happens. One a lot of the time the prospect will call you back. And if you know if you have a good product, it depends on what sales situation is. But in this case, they want to sell something and you're negotiating. They will call you back and say, OK, let's go ahead and do it. They need what it is you are offering, and so this will be one way to push them over the edge to get them down to a price that you want. But even if they don't call you back, you need to not, you know, flip flop and think, Oh, no, I lost a sale Or what can I do here? We need to have a psychology in this business, being able to walk away and going out of the next deal. We don't wanna waste our time either on on a prospect. So on the one hand, you know, we're trying to be persistent and follow up and follow up with all of these clients, and that is how you get sales. That's true the same time, we also understand when it's a waste of time and when we are the ones that are being strung along. And don't let that happen to you. Okay? We do all these things with confidence, but you gotta be like nothing to lose. There's always more prospects out there. There are always more sales out there to be made, and you need to have this mentality. It's very, very powerful. Okay, so this works really well negotiations, and it works really well in sales. And people can sense this feeling. And you think, Wow, that guy didn't seem to care that much about me saying no to him or, um, about really getting this deal. He must have a lot of customers or, you know, he must be really busy. Guy, you know, he must have a lot of money or whatever, and people perceive you differently, and that will lead them to basically be and an inferior position to you, which is what you want. So it feels good to know you can walk away so it makes you confident while you're negotiating or what you're selling gives you confidence when you're speaking to those prospects because you're not afraid of them saying no to your not afraid of rejection and that lack of fear has a powerful, subtle influence on people when you're speaking to them, this is like confident people in life in general go so far. Usually compared to more Tim and people that just the way of the world is the way we are as a species, people are attracted to confidence and strength because the world is a dangerous place. It's a hard place. It's hard to make money when you're out there, you know, kicking butt and people see if you're not afraid, people see that you don't care about this or that. I mean, in terms of sales, right? We do care about things that we should care about. But when you have this kind of an attitude, it attracts sales and attract business to you, the checks partners to you and this is the mentality that we need to have, and it does in fact lead to more actual sales. Because of that mentality that you have, people will call you back more. As I said, people will say yes to you more and you will convert more people with your confidence. Okay, not being afraid of rejection, so you will actually make more money. But even if you didn't, this is still be the best mentality toe have just for us to be psychologically healthy as we continue to go up there and prospect, meet people and collect our nose right. It creates a perception of what you are selling has value, because if you don't care about their nose, you know people. I think that you must be selling a lot of them. You know, you don't even need my business that much. What you have must have value. I should probably check it out again. I should probably try it or should probably buy it. Okay, so you created that perception without doing anything without saying anything extra by being able to confidently walk away at the right moment. People, I assume that what you are providing is valuable because you don't need them, right? Nothing is worse than the smell of desperation in a sales person, and that's when people get pushy and annoying. And that's what gives sales people a bad name. 8. Lesson 8 Never Overcome an Objection Final Cut: out of all the lessons in this course, this one might be the most critical to understand. I have seen so many good sales people not fully appreciate the fact that if you agree with your prospects, no matter what they say, if you learn to roll with their negative comments or with their objections, you will never have to overcome his objections again. Because you're not argument them. You're not really directly overcoming any objection. You're agreeing with their objection. Now. You said, Wow, why would you want to agree with their objection? Wouldn't that make it more likely that they would say no to you? Right? If they say, Well, this product is too expensive or we don't have enough money to pay for this right now or I think that this other product is a higher quality, why would we ever want to agree with them? Well, there's lots of different ways to agree. First of all, with a statement without telling them that's true. That quote that products better, why would you buy from us? That would be crazy, right? But the thing is, psychologically, when you agree with at least a part of what that prospect is saying again, we're making them feel good. We're making them feel like they said was reasonable were not insulting them by arguing with them or by saying something that is different. This is where a lot of sales people go wrong. They try to overcoming objections, and they say, Well, our product actually isn't over Price is really high value. Now that may be true, but what the prospect is feeling is that you're trying to sell him something you didn't respect what he just said. And of course you're a salesman. You're going to say the other thing, right? That's what we're trained now in our society to do sales and try to sell us stuff. Our defenses are up, and then it's like we're argument that this is really tricky to do, but it doesn't have to be hard. All you have to do is agree, at least in part with something that they said before you go back and overcome that objection, and this is the most powerful thing that I do in my career with everybody, you avoid arguing at all costs. You never contradict anything they say, but you can do this without having to directly disagree with them at all. So you agree earnestly with what their point of view is in voicing their projection. And then after you've done that, after you've given them that validation that what they said is reasonable and smart, then you can give them more information to help them see the benefits of your product. So in this strategy, you're not really overcoming the objection so much as you're helping them to see mawr of the benefits inherent in your product or not really disagreeing with them about anything. And the key is you're making them feel good about you and your product and your conversation. Those feelings of positivity towards you will increase the likelihood of them saying yes. So sometimes it's not even as important what you said to them. It's just important how you I talked to them and how you made them feel. This is a psychology of sales. It's not all about technique and using tricks and being manipulative and knowing what the best thing to say. Waas. If you're sincere and friendly and happy and earnest and you'd never contradict anything, they say you will get a lot more sales and these customers that you get this way, it will be long term customers. You will make more long term money because we all know it's hard to convert sales in the first place. Once you get clients, we want to keep them. And this is the way to get long term clients that we can keep. Okay, So, for example, if a prospect says something like, Well, your product seems like it's the most expensive one on the market, I don't really think we need to spend that much money. I don't think we want to spend that much money on that particular product, and you could say something like, Yeah, the product does have a premium price and something that a lot of people notice and that's true. Just tell him and that's true and citizen. But you can say and you know it's not for everybody, our products, not for everybody. And maybe it's not the best product for you at this time. But I just wanna let make sure that I let you know why the price is at such and all the benefits inherent in that product, you know? Is it okay if I take up a little bit more of your time to show you why we have price it that way. Yeah, that's fine. He'll say to you right when you ask people, is it okay you asking? Yes, no questions. They'll lead you little EU on. If they say no here, then that's no problem. You say, Well, thank you for your time and you can follow up with them again and appropriate interval time where you're not being annoying. But what they'll say is, yes, that's OK. And then you just talk a little more about your product and say, Well, the quality and are you know, whatever our tires is the highest in the industry. The tests and studies we have done show that there are fewer car accidents when people use our tires. Or you can say, you know, depending on what the benefits of your product are, you can say you know, our our research literature shows us that the rubber that we use in our tires is in fact the best. So while it may seem like that, prices hide, you are getting more value and mawr quality for your tire or whatever it is that you want to say about whatever product is that you sell. But the point is you agree with them and you acknowledge what they said. You don't argue with them, but then you get more information, help and see that whatever it was there, struggling within their objection has a reason for it. And this works. Okay, this really, really works. So wrap your mind around that. I think about other ways that you can, you know, turn objection after agreeing with them into the opportunity to give them or information, and this attitude will go a long way in you getting loyal customers. 9. Lesson 9 Little Known Sales Secret: this truly is a little known sales secret, and I first became aware of this idea by reading Harvey Mackey's book had a swim with Sharks without being eaten alive. It's a great book about marketing for small business, about sales in general as a whole bunch of really cool tips in there to help you compete in today's marketplace and other said before, I'm gonna have a whole list of all of the art, in my opinion, the best sales books and marketing books out there that I've read over all these years. And if you consume that literature and you put it on the practice, in addition to this course, you are going to be sales machine. As long as you even try wholeheartedly, try to implement this stuff and absorb it into your mind. Subconsciously, psychologically uses stuff everyone, your sales interactions. If you do that, you will make a lot of money in sales because these are all the proven things that work. Okay, it's not being said. This little most loan sales secret is that being a sales runner up can lead to big money. Now what does that mean? It means that if you can't get an account. Some prospect that you've been trying to close that you just can't get Teoh agreed to buy from you because they really like their current situation with the current vendor or just because they're loyal enough that they say, Well, I do. So you've got some good deals. I like you, but we've been using this vendor for, you know, 20 years and we don't want to switch or we just switched, You know, a couple of years ago, we're not gonna switch again Now that's gonna happen a lot. You're not gonna be able to convince everyone to switch to you, right? Like I said before, when people are loyal, they want to stay with you. And this will be the case with a lot of your competition. However, when you continue to stop by every once in a while, continue to build report with that person and build a relationship even though they're not buying from you, this makes a huge impact on them. And if anything happens to the other relationship, if they make a mistake, or they take that that account for granted or there's a new sales were up that changes to that account, and they don't like them for whatever reason. And his will eventually happen if you're waiting in the wings right there. And that purchaser knows that you are ready to start providing them with products. And they like you because you're already basically friends with them. Even if this takes you like one or two years or something that you can do on the side, you keep, you know, interacting with them. It might be in a phone call here. They're about me stopping by when you're in the area doesn't take up too much of your time . But when you do this, it can lead to some of the best accounts you will ever have. And this has worked for me. When I was selling off supplies, this happened a lot where my competition. We already have some account and I would stop by. I wouldn't go out of the way and waste a lot of time on these accounts because you don't really, you know, expecting to get them anytime soon. You just don't know, but it's just an activity you might spend a little bit of your time doing every week following up with all the accounts that has said no to you, especially if they're really big accounts that you know, You know, if you didn't get it sometime in the future, it would be huge. And so I did this all the time and it was just fun. I just looked at It is not a time wasting activity, but just, you know, keep my hat in the ring and building relationships and talking those people whenever I was in town and then drop off catalogue, drop off a car or maybe give them a free sample that had some extra free samples and just say, Hey, I want to let you know it was coming by and say hello and just leave it at that and these people will begin. Teoh, you know, emotionally connect with you because that's what we're human beings. That's what we do. We become friends with people and we get to know them. And so you know, this kind of thing really, really works. All right? And just imagine if you can spend I don't know, a total of 10 hours over several months on this activity may be in a whole year. You're going to spend this much time. They're sort of checking in with some of those accounts that you know are teetering or would switch to you if they had an opportunity to and then boom. One day you get that call is that they were going to try and order from you, and that turns into a really big account. Well, what is the value of those 10 hours of work of you just building, reporting, basically making friends with people and talking to people, right. If you get a count that starts pulling in 10 or $20,000 a month, depending on whatever you're selling a big account like that and all it took us 10 hours of work. We're making a huge, huge return on your investment of that time. This is another way to think about it. And this is really something that barely anybody does. Very few sales people really do this because they don't see it as a good use of their time . But they've been told no bionic by an account, and they're trying to get new business. Right? So we have sales. People were out there hitting street. We're trying to get new business We're trying to build relationships with accounts of being we get. But if you just invest a little bit of your time, you know, all it takes is the other sales team toe start being late with their deliveries. They start taken that account for granted, especially if it's a long time account. Right. If you have that count for 10 or 20 years, they're just think as a solid account, we're never gonna lose it. They start slipping up, right, They start given more of their attention and greater service all their new accounts because they're trying toe get loyalty from them, trying to get new accounts. They don't even have you spending all their attention on those accounts, right is what we do. It shows people were trying to get new accounts, new customers. So this is a great opportunity for you to wait in the wings and get some of those accounts . Just think about this way. All it takes is one big account from these activities. Doesn't take a lot of your time. And, you know, even if it takes a couple of years and all sudden boom, you get a huge account from doing this well, it will totally be worth it, and it's really just a matter of time. Eventually, you will, Yes, one of those account because it just this happens, right? Just a matter of time before the other sales team has some issue. I know that the company I was working for, you know, we switched our account and we started going with knew better because we didn't like the new sales rep. New sales rep was totally different, complete opposite from the previous one who really loved and who we've been working for for many years. And that sales rep retired and sent us a new one. And he had a totally different attitude, didn't seem to really be sincere care about us, and they lost our business because of that. So it's a perfect example of how this really does happen, and it really worked. So again, most salespeople do not do this. It's one of those little known sort of secrets. I came about it from reading that book. I started doing it myself, and if you can find a little bit of time to do this, it is one of those things that truly will separate you from the competition. And of course that's what we're always trying to do. 10. Lesson 10 Sincerity Trumps Technique Final Cut: I touched on this topic in the very first lesson introduction to the course. But we're going to dedicate a whole entire lecture to this topic because it's so critical in sales. Being sincere will trump technique every time. Now I'm going over all these different sales techniques in the psychology of why they work and they're very, very important. But if you are not fundamentally sincere about wanting to sell a good product about wanting to come friends with your prospects about enjoying the act of dealing with people on a daily basis, people will sense that, right. This course is called Sale Psychology 1011 of the first things when you know about in the psychology of sales that people can subconsciously feel it with other human beings are not sincere. Maybe not all the time. And maybe you will get some some sales. You know, they're there are snake oil salesman out there making a living selling stuff, being unscrupulous or just, you know, maybe getting through the day, just tryingto hawk their stuff and not really enjoying what they're doing. And that's unfortunate, right? But if you cannot find a way to be sincere, about meeting these people and about giving them good value and good service and being honest with them. You probably are just say, certainly need to be another business because while we are all in the business of sales toe , make money. If you're not sincere but only not enjoy your job and be doing those you're selling things to a disservice. But you will never reach the higher levels of success. Okay, every single, highly performing sales person, it's sincere, are to say, 90% of them. OK, so knowing that if we really do enjoy our jobs and we really do care about our prospects and our clients, we're gonna have a huge leg up on the competition. Because even without the very best use of only sales techniques of strategies that we're talking about, if you are just sincere and go out there and meet people, when you talk to a lot of people, people are gonna buy from you. That is just the weight it is. It doesn't matter what your product is, although it always helps when you have a really good products. If you are sincere and friendly and cheerful, and it's obvious that you enjoy going out and meeting with clients and talking about your company or your service for your product, people will buy from you. That's just back. So this is an important thing for us to wrap our minds around. People can feel sincerity. Syria needs to be riel. You have to like people to succeed in sales after stuff this question. Are you really a people person? Do you really like people? Do you really enjoy this act of going out there and the new people all the time? Because if you find it to just be a grind and you hate cold calls and you hate having to go up there and face rejection every day, you probably shouldn't be a sales person. Now. That being said, I don't know anybody who enjoys who thoroughly enjoys cold calling per se at a lot of sales position is you don't actually make you have to do cold calls. You have a lot of prospects that are already pre qualified or or whatever. But if you're going out there every day and you're saying I just have to do is to make a living, you know, I would I would seriously consider trying to find on the way to make a living if it all possible. Okay, People want a life. No, there's sincere, even if your sales presentation wasn't all that good. As I said before, you leave your techniques. Not all that good. If people like you and people see that your earnest about wanting Teoh help them want to give them value, wanted to give them good service and that you're a good person, people want to say yes to you. That's the way it is. That's why some sales people who are not the slickest on the best looking on aren't the brightest. They pull in really big figures because they just go out there that love their job and talk to people. And that's enough to get sales. It's a symbols. Adam Sales is not rocket science, but the more that we understand about the underlying techniques and the underlying principles, the higher numbers are always be. And if you can combine all of these psychological tactics with all the different sales tools and sincerity and enthusiastic about your job, you are going to crush it in sales and you're gonna be getting better and better sales jobs , and you're gonna be the kind of person that makes hundreds of thousands of dollars or potentially could make up into the hundreds of thousands of dollars or more in the business of sales. But it has to be, since here people can't help it. They respond to your earnestness because humans are emotional, right where emotional creatures, it's hardwired into our DNA. When people seem to really care about giving us good service and helping us, we literally cannot control it right. Nine out of 10 people will want to reciprocate that, and I know the way I feel. What I'm talking to sales people that are earnest and really get the jobs and friendly and sincere is that I want to say yes. Then I want to give them my business right. It's not because you feel bad for them or they just cause you want to help them. But you see there out there working really hard, and they're good at what they dio and they're friendly and it's sincere. You want to say yes to them. Okay, so just remember that you know when you get people like you and you show that sincerity because it's a serious riel. People basically have to work. Hard to say no to you. Okay, So that should give you a lot of confidence when you go into work the next day and you try this stuff out even if you collected some, some knows you just keep, keep feeling good. Keep being sincere, those prospects out there that you're visiting and you will get more sales. 11. Lesson 11 Sales Psychology Saves you Money Final Cut: In addition to making money with sale psychology, we can also save a lot of money with sales psychology. As Benjamin Franklin said, a penny saved is a penny earned. This is very, very true in business because we could save 20% off of a big ticket purchase. That's money in your pocket. And how do we do that if you are paying retail prices? Four. Anything except for staples like food in the grocery store and things like that. You are throwing away money. But in order to learn how to be successful at buying things belittle retail. Essentially, we have to have them in town. It when we're buying something we are selling, What are we sowing? We're selling our offer, right? Was selling our price that we want to buy something yet. And if you have the mentality that we talked about before negotiating that you have nothing to lose, you should never be able to pay, For example, full price for a car. If you're out there shopping for cars, there are 1,000,000 dealerships, and they all need to make sales your in a position of power. Your customer. Then you make a sale so if you're going out there and look at a new cars or even use gently used cars or whatever. And you know the price of the car is $20,000 you say, Oh, this seems like a good deal and you pay $20,000. You just threw away several $1000 because all it takes is basically a few hours of going to a few different places Or maybe even just just not one spot. Say, I will give you 16,000 for this car and the guy says What? We can't do that, you know I can't go. It can't lower the price on this vehicle. Then you say, OK, that's fine. I'm gonna see what your competition has offer, okay? And and they will let you walk away or they will chase after you. When you go over this, it well, and then you start negotiating, right? They'll say, Well, let me talk to my managers. What? They always dio even that they don't need to because you know a lot Times car sales and will have the ability toe go to a certain, you know, number below the price. And then if they go below the number. Maybe they want to talk to their boss. But this is a tactic that's used in sales. When they're negotiate with you, this a living. Let me check with my boss about that, see what we can do, And then they go and they you actually have a conversation with them or they don't really talk to them. And then they come back and make it sound as if they give me a great deal. They say, you know, we're gonna give you a special deal today. My boss said that we can reduce the price on this by 10% for you. If you buy this today and then they get sounding. You get this crazy deal, but you're not getting that good of a deal. You should never pay retail for a car. And you know you should never pay retail for a house either. Now, that may seem like a crazy talk to some people out there, but if you know how many properties there are out there in the market that are foreclosure properties or properties of the auction or property from distressed sellers in many different situations, you can talk your realtor to say I want to be 20% below market for a house. Maybe you will need to put some money into fixing it up. But when you put money into fixing the house up, you're raising the value of the property anyway. So any money you put into a house, generally speaking, you will be getting more value back out of it that you put into it. But the point is, when you buy big ticket items, you should use your sale psychology, and you should be selling your offer to them. And if you can't get that car for the price you want and you can't get that house for the price you want or even if you're shopping for clothes at some place and you can't get the price you want for that, you walk away and you find a better price. And just like before with walk away mentality most of time, those sales people needing to make a sale, they will lower the price to you. You should be able to get a car for 20 or 25% below this price that they have on. You can't do that. You just go to different dealership and do the same thing. And you say, Listen, this is why I'm willing to pay for this car and you willing to walk away If you don't get it, This works. And you just imagine if you save 10 or 20% on every big ticket item that you purchased throughout your life all the cars, all the houses, all the big cleaning supplies of machinery in your in your house or your shop or whatever you are going to be saving tons of money and all the money that you saved. Maybe it's hundreds of thousands of dollars over over your life, or even if it's only tens of thousands of dollars that that money that you saved could be invested and could grow Well, this is a principle of wealth that is also very, very valuable. But the point is, when you go into a purchasing situation, you also can use the psychology of sales to make money by saving money. Small discounts add up. You know you go into a store, you say what you're bargains. Do you have any discounts? Did you do this on a regular basis? When you get in the habit. I always ask for a discount. Everywhere you go, you will get a lot of little discounts on all kinds of stuff. You know, this could be annoying for the retailers and for the businesses, because, of course, they're trying to be as much money as possible. But everybody needs sales, especially in today's economy. People need your business more than ever, and so we need to leverage that and utilize that situation. And, you know, sell are lower offer. That's what we're doing. And you make money by saving money. Everything you're learning in this course can be used only to sell but to buy. So wrap your mind around that. I think about how you can go and use that mentality in your every day purchases. And I mean, I'm talking about anything you could be. When you're negotiating about credit card terms, when you're talking to your bank right, there's lots of banks out there. Don't let the bank be the one that's in power and you begging for their accounts and their money and their loans. There's lots of banks, you know. Say what are your terms for this and say, Well, I see that Bank X Y Z over there has a better rate on this. They will lower their rate. They need your business, right? Do this on a regular basis and it will work. So the point is, buying is actually selling, just like instead of the beginning, of course, is the most important skill in the world because we do it every single day. 12. Lesson 12 Your Are Not a Sales Person Final Cut: We have already covered this a little bit. The idea of being sincere idea of wanting to be friends with your prospects and connect with them. This is such an important idea that wanted to go one whole lecture to it. Don't think of yourself as a sales person. You're not a sales person. You are someone that goes out there every day and makes friends. Now that's a pretty fun role of units. A pretty great job, isn't it? You can think about yourself that way, which is basically what we are doing. We just go out there and we meet people, whether it's people calling us and coming into our store, whether we're out there hitting the pavement and selling ads, you know, business to business. Even if we're going door to door, which is, you know, one of the hardest types of sales jobs. You go out there, and if you like people, it's pretty funny. Even though you get rejected, a lot of people telling you know we realize that they're not rejecting us right there, never rejecting us. People are Onley rejecting our product or the fact that you know they don't want to buy anything in that moment. I wonder what the knows that we get are not personal, right? We should all know this by now. Foreign sales knows or not personal. It doesn't always feel that way, but we are never being rejected. They are just rejecting our services or our products, or there is rejecting, you know, any any salesmen at all in that moment. But it's not you. So when you go out there and you just have the attitude that you are making friends, meeting people having fun, you will make a lot more sales. You will enjoy your job a lot Mawr And this is the best attitude to have in this business. People will pay more for your products if you become their friend. If their client that has done business with you for a long time. All right, let's say a few months, a few years, whatever. When your prices go up or if they see there's a better deal over at Company X, they're not gonna be compelled to go and do that because it's just a better deal. They're loyal to you because you're the friend. You're not just a sales person. So when you generally care about them, they generally care about you and you will keep loyal customers and you will make a lot more money in the long term. We want to buy from people we know. I know that. I think this way when I'm a little customer and I have somebody that sells me something that I use a regular basis, I don't ever want to switch right. We want to get our stuff from people that are familiar to us. And if it's someone that is providing us with important service for our business and they're a vendor, you know, I don't want to change to some new vendor, even if it is to save a couple bucks, because that's a pain in the butt, right? We gotta learn about all the different services and the way that they're company runs things and and you don't know you can trust them, And why would we want to switch? Right. So this is how you get loyalty, having the attitude that you're not a sales person. I'm not selling anything. You're just making friends with people. It makes the job a lot easier, and it helps a lot a warning. A look at the competition's products most of the time if you have this type of loyalty with people, and it makes the job far more enjoyable. So if you don't think about things this way right now and your job isn't grind, it may not be that you're not cut out for sales and that you need a different career than sales. If you if you can't find in your heart to be sincere about your product or to have that attitude of the mentality of going out there and making friends with people, it may just be that you need a different product or that you need to be in a different company or indifferent sales position. Right cause some sales dropped really hard as I mentioned going door to door and selling vacuums or selling textbooks or whatever. Those are a lot of sales positions where we start out and we get a lot of our training right. We get our chops, and in those positions you might think, Wow, this job is so hard, just not cut out for sales or I'm not making the kind of sales and I need to live off or that I want or whatever. Maybe you don't need a different job, but you just need a different position in the sales industry. Find a product that you believe in, and you won't have to feel like you're selling something if you find a product that you love that you care about and you're going out there and you're selling that. But every day you don't really selling anything, just talking about something that you would want to be talking about anyway. So then you really, truly are just making friends with people. I mean, you love Mac computers. For example, Write something only loyal about Macintosh computers. I got a friend that's like this. He's obsessed about it. And if he was a Max salesman, he would absolutely crush it because he is doing a sales activity every day without even knowing it, right? I know he has converted at least 50 people to buying Matt Computers because he loves his Mac computer. He knows nothing about sales at all, but just because of his enthusiasm and his joy and talking about them, he converts people to, you know, people will pay even mawr for those computers just based on conversations with this guy because he loves Mac computers. If you can find some product of service like that, you are going to crush it. And you're gonna love your job because it's so much more fun. You're out there making friends. You're out there selling more stuff. You're talking about something that you would talk about for free, right, without even being paid. On the other hand, when you are selling something that you know, you don't really care about it all you're not enthusiastic about at all. Well, then this could be one of the worst jobs in the world because you have to go out there and be enthusiastic and be sincere and make friends. But you can't really fake that stuff. Or, you know, you could only fake it for so long before, you know, you just get tired of it. And that's what happens in this business. People fail because they get sick of going out there and hawking these wears that they don't really care about how you ever gonna make a lot of money and be successful. Enjoy your job when that's the case. All right, So I asked you to do a little bit of soul searching, whether that you're in sales right now and you don't like your job or that you're thinking about sales very, very important. When you're trying to have the attitude of sincerity when you're trying to go out there and have the attitude of making friends, which is how you will enjoy this job, choose a product, a service that you like. It's almost a guarantee that you will be successful because even if you don't become rich and sales and even if you don't ever make a lot of money, if you're going out there every day and you're enjoying your job and join our conversation people and you're making a living, I'd say that's pretty good business to be in right We don't know. I don't know that many people who truly enjoy their jobs. Most people I know just kind of, you know, get through their jobs because we all have to make a living. But this is one of the keys I used to sell office supplies, and this is one of the main sales gigs that I've had in my career, and they had it for the longest time into this for many years and it's a good business because you know, every single company out there is a potential customer, and so there's a lot of leaves, a lot of prospects, and it's a pretty celebrated to be in. I mean, it's very competitive, especially now with all the big box stores and the Internet and lots of competition. The thing was because I could not get very excited about selling office supplies, even though this is a staple, part of the pun that everybody needs and it's a great thing to be in for sales I didn't really enjoy. I did it for many years. I learned most of my sales skills in that job, and I did enjoy aspects of it. But I realized that it was not sustainable. I needed to be in a business where I enjoyed the product. I was enthusiastic about it. It's the only way you could be in this business for the long turn, and now I'm in real estate and I love you like I love everything about houses, about learning, about fixing on about all the value you can put into a house by fixing it, and I love negotiating with sellers getting a really good deal. It's fun for me, and in this business I am actually helping people cause helping people sell their houses and get money out of their houses. This is something I enjoy doing, and so I can do this forever and I'll make a lot more money because of it and understanding that, you know, we can choose what products and services we will market. And, you know, right now you're in a job where you are not enthusiastic about your product. It may not be that you're able to just up and leave and quit your job, your job. But it's in the back. Your mind. You start thinking about it. If I could have the perfect sales job, what would I be selling? And that will be a big part of contributing to your enjoyment of the job, which then leads to your sales success 13. Lesson 13 The Psychology of Persistence: So you've been the sales game for any amount of time. Probably heard the slogan. Persistence pays profit. Now this is an old idea. There's nothing new about the idea that being persistent and everything in life, but especially in sales, is what we are aiming for. But we want to revisit this idea, and we want to delve into the more deeply to see why it works. And really, how profound is it? How important is it to be persistent and to what level should we be persistent, right? I mean, on the one hand, we want to, as we've seen in some of the other lectures, you want to follow up with people, even they say no, you want to be a runner up and we want to be waiting in the wings for if our competition some steps that we can get that account, we want to always be closing. We want to be doing all these things, but at the same time, we obviously don't want to be wasting any of our time, right? If we're just being persistent and going after someone cabinets never gonna buy from us Now we are wasting our time, so again, just like with everything else. Tricky balance. We have to be the ones you decide. Wait. Is persistence now just always a time and when is it worth the effort? But I want to talk about something more important. Why does persistence work was lots of reasons. Why it works is the obvious ones, such as the fact that sales is a numbers game, as we've seen and the more persistent you are with accounts that haven't said yes to yet and is more persistent. You are, in general going out there and looking for new accounts and trying to get your business just by default. You're going to get more business. You're going to get more accounts. Is just the hustle of it, right? Just the sweat equity you put in there. The more prospects you see, the more sales you will get. But there's also something else. It's more so psychological factor. People like to see others who are working hard and being persistent, especially when they have turned you down for business. And they see that you know, every once in a while you keep coming by and stopping in and saying hello them and bring them special deals or special offers. Now, always we want to emphasize never be annoying. You can't do this too often, cause someone will say, you know, I'm sorry, but you just stop coming here. I told you, know right. But if it is spread out over a reasonable amount of time, maybe in this case it might be every couple months, you just swing by, give them a free sample. I mean, you can even bring them like a doughnut or something or a coffee and said, Hey, I was in the area. I just wanted to let you know, say hello, and I wanted to remind you that are still out there. You know, I still love your business and I want to bring you by this coffee today and just they have a great day now. A lot of people believe cynical when it comes to sales people being so persistent, right? Because everyone, as I said before, has this really strong defense up that we don't want any minute, but it would only sold. But because of that, there's something very refreshing when you truly do stop by and just come in and give them a gift or say hello. You know, without talking about sales, about talking about your product, your company at all. Everyone is always trying to connect, right? We're trying to connect with each other because we're human beings. But we don't want to be manipulated. We don't want to feel like we have Teoh defend ourselves and say no to people. So when you do truly invest the little bit of time it takes to do this, just stop by and say hello. Just stop by and give them a sample. Just stop by and get them a coffee. This is something that will really endear you to most prospects out there. And if you're persistent with doing this kind of thing, it will lead to sales. This works. I've done it a ton, and I have gotten lots of accounts this way. Not like like well, maybe you will get one. You will get some this way. Let's say, for example, you have 10 accounts that I told you. No, I'm not ready to buy their loyal to their other vendor. Whatever and you continue to go in and say hello is act, you know, like eventually they're gonna buy fuming. Eventually you're gonna do business. Right's visit a aspect of assuming the sale, not during your sales pitch, not during your sales presentation, but just with your action of following up with them over a period of time or a few months or even years. If they're in your you know, your sales area. There's no reason why you can't invest two minutes to stop by and say hello. Um, this is something that will get you. Like I said, if you have 10 accounts like this, you will get one or two of them. That's a 10 or 20% of these type accounts. Eventual switch to you now, if that number goes up over a longer period, time and you know your you got 20 accounts like this, and over five years you convert three or four those accounts and their big accounts, and they last a long time. Well, you create a lot of money for yourself, like doing this, and what did you really have to do? As we said in one of appears lectures, if you're sincere about wanting to make friends and you really enjoy this activity of going around talking to people which you should if you're in sales in any facet of urine sales or customer service. You like people. If you don't like people, you shouldn't be in this business. So this is not something that should be a huge your something that hopefully we can wrap our minds around just enjoying it and letting it go. Don't you think about that count? You know, in terms of what are they gonna buy it for me? Don't think about that. In this situation, you just take a I'm gonna stop in there on Friday and you do it. You say hello. You enjoy the interaction and you let it go. But eventually you have se keep doing this. You will get some accounts, those accounts, that you get this way too. They will be the most boil customers because by the time they switch to buying from you, they're already your friend. You've already built up report with them. They already know that you're not just some salesman that's just in it for the money and trying to get a campus. Otherwise, why would you spend all that time? Even though it wasn't really a lot of time? Why would you come in there and talk to them, you know, a year after they said no and you're not even pushing, you know your company's products onto them. People love that. They will love you for being the sales person that wasn't so pushing. So, you know, again, in modern daytime's modern sales strategies are not so pushy. They have to be more subtle and they have to beam or indirect, and in some cases it's almost like we're not even trying to sell way. Won't we want these prospects to feel zero pressure from us while we're continuing to be persistent, while we're continuing to build, report and talk to them and just by getting in front of them, you don't need to always be selling your stuff. When you talk to these people, they know what company you're from. They know what products you sell because you've already done that. In your 1st 1 or two meetings, you already give them a sales presentation, so you don't need to always be reminding them the balance specific details of your products or trying to close in this situation, right? Always be closing until they say no and then after that just be present and be persistent and be there. You may get the sense that maybe now is the time to to ask for the sale again. You know, it's been a year I've been stopping by, you know, it seems like they're not all that happy with their vendor anymore, for whatever reason. I mean, you know, you gotta play it by ear because every single situation with every single vendor and every single prospect is different. You might want to try to ask for the sale, But again, always air on the side if not being annoying. If you are persistent like this in general, with all of the counts in your sales area, you will be making huge amounts of money that other sales people leave on the table. By not doing this when you think long term about your accounts and you think about getting accounts you're gonna keep for a long time in these investments of being persistent when you've been told no following up with clients, they will lead to a huge amount of money. In the long term, it will lead to you enjoying your job a lot more in the long term, it will lead to a lot of friendships and relationships that you wouldn't have had right. It's just totally another way to look at it. But if you think, Wow, how many more friendships with these people will I have built over by 20 or 30 year career ? However long you're in this business because you were more persistent, and could you cared a little bit more about the people that we are trying to influence and sell to? You know that next prospect might become one of your closest friends. That next sale in a relationship that you build with that next person you know might lead to another connection through them. You meet somebody else, has a profound impact on your life or through them. You get a really great deal on your next house cause you know their best friend or their wife is a realtor. I mean, whatever the thing is, the more connections we make. And this is another reason why steal is such a wonderful business. And networking and business is just such a fun arena. To be in is that is like this alchemy that's created when we meet more people. We build relations and more people because MAWR opportunities inevitably happen. Everyone knows that. It's not what you know. It's who you know to some degree and in sales, there's all these sort of side benefits. I'm going out there meaning more people being happy, being sincere, being persistent. We can't always be thinking about the bottom line when you be thinking about enjoying our job and making friends and building report. But the wonderful thing about this is, is when you think about it this way, and it's kind of paradoxical. You care a little less about making that cell right then and about how much money you're making right now. You will make a lot more in the long run, so this is psychological thing. But if you can, you can think about it this way. You can act it out on a daily basis and your job sales person. It will pay dividends in the long run. That's a guarantee 14. Lesson 14 Never Be Annoying: I've already gone over this idea that we want to be persistent but not annoying. And I just want to touch on a one more time because this is such an important point to make right all this illustrated we've had in our lives, usually all about being pushing me and pushing me and pushing and being persistent and asking for the sale. Right? And this is a reason why, as I've said, sales people can get a bad reputation, We could be considered annoying. And there's nothing worse than having, really defensive prospect, you know, they're being angry about you just showing up, right? So the trick is, how can we achieve all these things were trying to achieve without being considered a knowing and pushy? Now, of course, some prospects are just going to be, you know, sort of get sales people. In general, we're not gonna be able to, you know, not annoy anybody because all human beings are different as a complex thing, right? We're definitely gonna be able to reduce the number of people who consider us to be pushy or annoying. But remember, you do still want to be persistent and apply all the techniques that were applying. It's just that over time, as you practice, you get most more skillful at them, and it will be more subtle how you do it. So the goal is to be extremely skillful and influencing people without appearing like you're doing anything, except for just nationally talking to them and being their friend. So just like anything, it takes practice. But the key is sincerity, friendliness and getting experience. If you are just friendly with them. As I said over and over again, sincere about wanting to build a relationship with this person that ultimately we want to sell products to a lot of this takes care of itself because it's not as annoying. When someone who you know genuinely likes you or cares about you, you give it to some small degree right. We may never become close friends with these prospects. We never, ever be built really deeply ships with them, although we might some of them, even if it's on a small level, like you see that you're a good person and that you're that you're nice, right? It's a lot less annoying when someone's really nice and friendly and they come and talk to you and say so. What do you think, Jim? You want toe trying or with me today to see how it goes. That's not going to really be annoying to anybody. They're gonna be like, you know, I am not ready yet or I, Like I said, I'm loyal to my other vendor and stuff. But, you know, I don't mind you coming in right? It's a lot different than you coming in there and you haven't built up that level of report and you're saying, you know, we got some discounts going on. You can make that order with us when you haven't got to the point where you should be doing that or you haven't connected with that person. That is annoying, right? And so this is nothing. This is nothing super complicated that you have to do and you get more experience. You'll be able to sense, you know, when you're being annoying and win Teoh when to back off or whatever on. That's kind of hard for me to teach you when that is, because that really is going very depending on your personality, your prospect, personality, the situation of the timing and all those kinds of things, how long you have known them or whatever. So there's not really a rule thumb that you can use. Engage, you know, Am I being too pushing right? But the key is you can reduce all the complexity by just reemphasizing and remembering the fact that if you're friendly and if you're sincere and you truly have feelings of goodwill towards all your prospects, you don't look at them as just being a wallet for you to extract money from, because you need to pay your bills and you need to get that account and his pressure on you from management and whatever right, all in this business to make money. We all have goals that we're trying to hit. We all have pressure on us for all different reasons, but you will make more sales and you can find a way to relax. You let go of that. I gotta make this sale mentality and go in there and just be friends of these people and then you will not be is annoying. You will be able to ask for the sale or confidently and more smoothly, you will be able to build rapport more easily you will get a lot more yeses. You will get a lot less resistance just by continuing to cultivate this one attitude in yourself. So as you can see from all these different lectures, all this stuff is tied together. It's all linked together. And we have to seamlessly sort of, you know, integrate all of these ideas both the attitudes and the techniques and combined them together. And if we have the proper attitudes and sales and we have all the techniques ready to be used in our tool belt and we go up there and we make a lot of sales calls and get experience, we are going to kick some serious butt and sales no matter what product you're selling, no matter what service you're promoting. These are techniques that have worked for a real long time. And these are the attitude techniques that worked particularly well in the present time, with the very strong amount of sales resistance that is out in our super consumerist IQ and competitive society. So the key here is get experience and just try to stuff out. You're not going to be ableto, you know, become a master at it overnight. Don't worry if you're only converting 1 to 5% of all the prospects that you see into sales . If you keep improving and you keep seeing mawr prospects, your sales will continually increase. And as they increase and you keep more, these customers that will build on itself right? We're looking for a tipping point. At first, sales is really hard because we have to get good at this stuff. We have to build up a clientele. We have build up some accounts, and you might, you know, basically be starving at first. But as you build it up, build it up. As long as you're still improving over time, you get to a point where your sales will just explode because probably them. One of the reasons you're in this business that's great about sales is there's no limit to how much you could make with most jobs, right? They're not commissioned based. There's no incentives. You just get maybe a raise after so many years of reluctant, but otherwise you just have a salary. In this business, we can make as much money as we can earn, so it's really critical toe always be improving and to be studying new techniques, ideas and revisiting the old ones to reinforce them again. And remember why they work, because the more we understand why all this stuff works and the underlying principles toe all of these techniques and attitudes, the more fluent you can become in using them based on a given situation, the more flexible you will become in using them. Based on your different prospect time you've known them the situation that you find yourself in with them. That's what we're aiming for. And once you get to that level, you basically become sales master and your conversion rates are really high. And if you get yourself in a position where selling a really good product that you are passionate about and you love your job and you have mastered all these techniques in a seamless fashion, this is how people get rich in sales. Anybody can get there as long as you don't give up and you keep learning. All right, just remember, never be knowing the way to not do that. The beast is here and be different 15. Lesson 15 Always Add Value: The key point in this lecture is really valuable and important in all aspects of business and economics, but especially in sales, no matter what we are doing. And no matter what stage we're at in the sales process with a prospect or client, we always need to be thinking in the back of our mind. How can I add value? Okay, we need to be talking about value mean to be thinking about value, and we need to be thinking how can always be adding it. Hey, if this is always in the back, your mind, you can always be thinking of MAWR benefits for the customer. You could be thinking of ways that you can outdo your competition. You could be providing them with a lot mawr value, which means more money, right? Business fundamentally is all about creating value, adding value and providing value to our customers. It does not matter what business here in does not matter what product or service you sell. This is the core fundamental principle of all business. Okay, so while business can be complicated, it can also be boiled down into some very basic concepts. And this is one of them So let's just remind ourselves, how can we add value to our customers so we can get more sales and keep customers that we already have? Right? Make it easy to buy. You can see that with the Internet and with amazon dot com and all kinds of new products and innovations, it's getting easier and easier to buy things right. You have a smartphone, you click on the add click on a button. You know, boom, you just wait for that thing to be ordered. That is great service. We don't have no longer have to drive 30 minutes you a store or longer if you live in a rural area. To find that one thing that you need to get, spend that times when the extra gas money spend the extra energy to go and do that right. So anyway, that you could make it easier for them to reorder easier for them to say yes to you. Make your delivery system fast and easy. Always been thinking about how you can add value, making it easy to buy. I know that I personally pay for convenience. I love, you know, paying a little bit more toe, have something arrived sooner or be delivered to me or whatever. Right, So this is a key, an easy way to add value. You need to provide great service. Obviously, making it easy to buy is part of providing great service. But services a big feel, right? As a lot of ways provide great service. One of them is just by being friendly and being a friend of your prospect, one of them is by following up and making sure that, you know, if they need anything, that you will get it for them without them even having to order it. So this is something that you might want to do with the client that is loyal and that, you know, is gonna reorder from you eventually anyway, maybe spend, you know, two minutes calling them and say, Hey, is everything and get you today gonna be in the area where I was just thinking about you. And what do you need? Right? They might need one of two things that they were like, Oh, Well, I was gonna wait until next week to place an order, but actually, I kind of could use that. Now, why don't you bring it over. That is a great service, right? That's just you thinking about the customer. Essentially adds value. Okay, so anyway, you can think of great service. Try to be thinking about always adding that fast delivery in today's modern times, we want things quickly. We need them fast because we don't want to have toe weight. Teoh, you know, get our office supplies. We don't have to wait for that software that we need for that meeting. We want things done quickly because we're in a very competitive environment. So no matter what your product is, this is gonna be most likely a very important one. And so these are all things that course won't be thinking about. But we also just want to be emphasizing we're talking to our prospects, right. Say we offer fast delivery. We've got great service. You know, when this could be a way to overcome an objection. If someone says, well, seems like your prices are all, like, 5% higher than the competition, you know, why would I want to switch accounts to you? I'm paying more. And you could say, Well, our prices might be a little bit higher. Some some cases the ones you're looking at. They are apparently, but we offer much greater service. Faster delivery, which saves you time saves you energies. You can focus on your main task and make your business as successful as it can be without even having to think about ordering this stuff from us. We can automate things for you. I will make sure you always get what you need, and I guarantee you I care about you as a customer and I will never let you down, right. That's the way you could overcome that. Objectionable. It's more expensive, which is one of the most common objectives you'll get when people are always trying to save money. But understanding value of thinking about value in both is better business and also a better way to selling yourself to your customers and get that close. OK, obviously, high quality product is good, depending on what our product is. We can always emphasize that, especially when someone is looking at price and say our quality is better than the competition course. It has to be true, or you have to lose. Believe that shoe. Here's the thing about sales. What is truth? I mean quality is a very ephemeral sort of idea. It's not an objective thing. Everyone has a different opinion that says this product is better or that product is better . I mean, what's a better soft drink? Coca Cola or Pepsi? Some people would square Coca Cola taste better, and vice versa. But the key here is as long as you believe that your product truly is better than the competition, which is one of the reasons why it's good to get behind a product that you truly do believe it, right? You can say this is the best product in the markets, the highest quality product market, and you're not lying about anything. You totally believe that whether or not it's objectively true is irrelevant because no one can tell you. You know, Microsoft is better than Apple. Google is better than Facebook or whatever. It's all a matter of belief. And if you believe it and you're confident about saying it, well, that's gonna impact your prospect, and they're gonna want to listen to you and believe what you have to say. Never underestimate the power of enthusiasm, especially in sales. People like enthusiastic people. People are influenced by enthusiasm. And if you truly are an enthusiastic person and you love your product, there is absolutely no reason why you cannot make a ton of money in sales. Okay? And you can talk about how much value your product ads. You can talk about how great the quality is to everyone you talk to, and that will be infectious, and it works. Okay, educate the customer about the product that as a lot of value. You know, we know everything about our products, and we kind of tend to assume sometimes that a prospect is gonna automatically understand what it is that we're selling. Were selling software were selling machinery, were selling something that is relatively complex pharmaceuticals. Maybe it would be another good example. You know, the prospect doesn't necessarily know everything about our product even after we've given a sales presentation or human. If they already are buying this product for somebody else, we need to become artistic at educating them about why our product is different. Why's better and why, and they should buy from us. This adds value because it helps them to see how they could get more value from our business, and we are genuinely helping them and their company. If we have a good product, right? I mean, these things are true. If you sell a really good, high quality, valuable product, you really are helping people and their businesses and their lives by making sure they're aware that your product exists. And that is the best. Yet. Another reason why having the best product out there and believing in your product is so critical. Please do not sell something that you don't believe in. If you are listening to this right now and you're going cash, you know, that's totally true of me. I like sales. I like my company. It's a good job or whatever, but I really have not passionate about my product. I really just go out there and do it because I need a job. I need to make money. That's fine. I'm not saying quit your job, but start thinking about what product or service do I truly love or care about, or that can truly get enthusiastic about going and selling and maybe think about the future . You know when you might be able to transition into a different role into a different company or maybe slice flooring other companies. And look at the one that you want to sell because I tell you, not only is gonna be much, much more enjoyable, but you're gonna come across as authentic. When you are passionate, enthusiastic about the product of settling, your sales will jump. It's a guarantee your sales will go up when you really care about the product that you're selling. It doesn't matter what it is. This is a key idea, and you will add much more value when you're representing something that you believe in. So always add value. Always be thinking about adding value. Always be thinking about it, both for the idea that it's a good sales idea and technique. It also will make you more successful, and you will sell more, um, your product. 16. Lesson 16 You are a Serious Professional: you have to think of yourself as a serious professional. It's another idea that is not rocket science, but it's really important how we are perceived. As we said before sales, people can get a bad rap for being pushy or annoying or just wanting to go out there and make money. Or maybe you know, that we're just people that are hawking our wares maybe a little bit unsophisticated, and we just, you know, sell something. It's not a very complex John, maybe not seen as a very important job a lot of the time. But nothing could be further from the truth. And we need to create the perception that we are sophisticated, well educated professionals. And of course, we need to actually be that right. Let's help create the perception for the whole entire industry that sales people are smart , sincere, good at what they do and always adding value and providing good service. We don't often think that you know what we're representing a profession. We usually think how can close a cell, make this much more money, but when you create the perception by having it be true, but you are a serious professional that knows your product that knows what you're talking about that knows how to conduct yourself in a meeting, and it's serious about your work. People's perception of you will be just what we want, which is, you know, not that you're so serious that you don't laugh and smile and be easy to be around. We definitely want to make our customers feel good, and that comes from us being cheerful and friendly and easy going. But at the same time, you are not there just to make friends there, to provide a service to provide value. And so this is another way in which we're trying to balance different things. We're both easy going and fun people and were a sophisticated professional that it's serious about helping our clients. This is what needs to be created, and this is the perception that needs to be felt by all of our clients if you want the highest conversion rates possible. So this is one of the reasons, psychologically why appearance is so vital. We want to be dressed professionally. We want our hair to be cut properly, and ideally we would like to be physically fit. Now that might be a controversial thing to say, Um, I myself am often times a little bit overweight, and I have toe, you know, try toe to manage that. But studies have shown, and this is a proven fact that good looking fit. People in general tend to make more money and to achieve more success because the psychology of a healthy looking fit individual is powerful. Um, it just it impacts us as human beings. There's no way around it, just the way it is. So when you look like a strong, vital person and you're healthy and fit and smiling, that has a powerful, subconscious impact on people. They don't even know why. But they may go. Wow, I would like that person. I think that they know what they're doing that sells person probably would be a good person for us to do business with right. It's not just about your looks, obviously, but appearance is critical, and our appearance needs to look very professional and very business minded. While our attitude is very cheerful and laid back, this is the combination that works, so you take your job seriously while having a good, helpful attitude. This mindset will keep you focused, but also allow you to make friends. You're always learning and improving. We need to be constantly educating ourselves. Obviously, if you've paid for this course and you're listening to me right now, you already care about continuing education and getting better at what it is you do. Please don't ever stop that. This is what separates successful people from unsuccessful people in all walks of life. But especially in sales, If you are always learning and improving, you are guaranteed to be successful in whatever it is that you're doing. I mean, that's a fact, because eventually you will get to where you need to go. If you keep going in that direction, that's just common sense. But for some reason, you know, we don't only see that when the road is hard when we want to give up, cause I'm not getting the results that we wanted or, you know we need to feed our family. We need to pay those bills. You just got to find a way to stay in the game long enough to keep getting better, and eventually your results will explode, because this is what happens when you do this, Okay? when you are serious, professional and you come across as being a serious professional, people consents your commitment and they trust your knowledge. People believe the things you say about your product. People will believe the things that you say about how much benefit you can give them through your product or service how much value you will add to them. If people trust you because they see you as someone who knows you're talking about and cares about them, people will be more likely to buy your product. Otherwise, while you listen to anything you say, your sales person, obviously you're trying to influence them and sell them something to make money. This is when the defenses are up at the highest. But when you come across as being very professional, you will get a lot less resistance from your clients. And a big part of that is your appearance. That's just the way it is. You look at all the top salespeople in any industry and you see that they are very intelligent, serious, well dressed people that take their job seriously. But they're friendly, funny, cheerful and know how to make their prospects relaxed. This is the formula that works. Okay, so it might be something that you've already thought about that you already know. You're already a well dressed professional. I just want to reemphasize why this is so important. Because we're talking about psychology and human beings. We cannot help it. We are attracted to good looking, well dressed, well groomed people that have a cheerful attitude. And if you have that, I mean, this does a lot of the work for you don't need to be a dazzling, you know, giver of sales presentations, just showing up and being present and being cheerful. This goes a long way. I mean, it's like half the battle. And then after that, then we apply all of our techniques and all the things we know about sales to get that conversion. Okay, but this is a big part of the battle. People can't help it but react to you when you can't cultivate this perception and this image of yourself as a sales person and once again, just like all the other techniques, it really works. 17. Lesson 17 Psychology is Everythiing: in the business of sales. Psychology is paramount. It is everything. That's why I made this course. That's why we've been talking about all these psychological factors. But we really need to understand how important it is to be a student of psychology in sales and marketing. What do people react to? Why do some people seem to get more sales? How can we get better at this so that we can get greater cells conversions and have a more fulfilling career? Our feelings of perceptions control everything we do your prospects. I want to feel good in your presence. They want to feel good buying from you. They want to feel confident that they're getting benefits and values from you, understanding that can orient everything else that we do in our job towards this one goal and help give clarity toe all that we're trying to achieve. We just went over being well dressed and creating the perception that we're serious professional. How we're perceived is as important as who we actually are, because all that matters is that you come across in. That may be only one minute meeting with the prospect when they're really busy person, you can only get a brilliant, brief conversation with them as being someone who is serious, professional, friendly, cheerful, helpful and cares about them. That's a lot to try to pack into a brief meeting. But as we know, first impressions are really important. And if you make them feel some of those things in that first meeting, the chances just went way up that they're gonna buy from you in the future because you decreased their sales resistance with your positive psychology, with your understanding of creating these perceptions, that doesn't mean that we're going to be doing anything that's fake or insincere, but especially if it is sincere. This is the principle that underlies everything that we do, how we make others feel will make or break our sales career. Okay, I'm gonna put some books and the reading list later on. That will go over some more detailed psychological aspects and social triggers that will further help you in dealing with clients. But it is a It's a general thing that we need to get good at understanding and I need to believe in so we can understand how to get a lot more yeses and a lot fewer knows. So I just want to emphasize the importance of that overarching theme how every single thing that we do in sales is based on human psychology.