How To Do Sales Development Like A Comedian | Brendon Lemon | Skillshare

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How To Do Sales Development Like A Comedian

teacher avatar Brendon Lemon, Crack'n dem jokes

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

21 Lessons (2h 2m)
    • 1. Introduction

    • 2. Why Comedy Sales? Flipping a Cold Call

    • 3. The Comedian's Mindset Module 1

    • 4. The Comedian's Mindset Module 2 Positive State, Positive Feelings

    • 5. The Comedian's Mindset Module 3 - The Grind

    • 6. The Comedian's Mindset Module 4 - Yes, And

    • 7. The Comedian's Mindset - Assignments

    • 8. Organization Module 1 - Getting Ready to Attack Calls & Emails

    • 9. Organization Module 2 - Getting Into Flow, Keeping Yourself Motivated & Focused

    • 10. Call Strategy Module 1 - Have a Plan

    • 11. Call Strategy Module 2 - Find the Right Person, Have an Agenda

    • 12. Bits vs. Scripts Introduction

    • 13. Bits vs. Scripts Module 1 - Good Listening Skills

    • 14. Bits vs. Scripts Module 2 - Working Through Bits, Bit Examples

    • 15. Bits vs Scripts - Assignment

    • 16. Your #1 Job

    • 17. Things to Show Very Quickly Module 1

    • 18. Things to Show Very Quickly Module 2 - Authenticity

    • 19. Dealing with Dismissals

    • 20. Schedule Like A Comedian

    • 21. Persistence & Commitment

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About This Class

Take lessons from comedy and grow your business, increase your bottom line, and create conversations that close.

In this course I'll be delivering hard-learned lessons from the nearly 20 years I've been doing improv and stand-up comedy and 10 years I've been doing sales development and packaging them in a practical way to make you more successful about making cold calls & emails and developing relationships with prospects that result in real dollars.

You'll be learning how comedians think about connecting with audiences and how to apply that to connecting with prospects.

You'll be learning how to think about pitching on the phone like a comedian thinks about developing material.

You'll be learning the mental tricks for leading a prospect where you want their thinking to go in the same way a comedian leads a crowd.

You'll be learning how to flip cold prospects back to being interested and wanting to hear more.

You'll learn what to do in the first 15 seconds of a phone call that will make prospects want to hear more!

Meet Your Teacher

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Brendon Lemon

Crack'n dem jokes


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1. Introduction: Hey, guys, My name is Brennan Lemon, and I am a stand up comedian. Hey, I'm also the director of North American sales development for a major digital marketing company based in the United States here in Chicago. And here's the thing. I am going to teach you how to kick a ton of but in cold calling and cold emailing prospecting and basically developing conversations that can result in business in a B two B setting. Taking lessons I've learned in the 16 years I've been doing stand up comedy and translating them into the world of business. How am I gonna do this? I'm gonna take you through the lessons that I got on stage in the hard knocks in the winning over audiences and the flipping audiences from Cold to Hot and how to basically get that trust in attention onstage live and translated those into working in an office and winning on phone calls. I've worked myself up from knocking on doors basically because I could not get a job on a college and stand up was not paying the bills all the way to now leading a team and teaching them these lessons, so my teams have generated millions of dollars and pipeline for the company's I've worked with. All in the digital marketing and manufacturing space have designed sale systems at real estate companies have designed sale systems and manufacturing DSP software, E R. P software all basically on the back of lessons I learned in front of riel audiences and just the school of hard knocks, to be perfectly honest. So here's the thing. If you really want to develop emails that have your prospects laughing out of their chair, picking up the phone and calling you back if you want to deliver questions and punch lines like bits inside of sales conversations that get prospects to change their mind and actually want to work with you. If you basically want to laugh along and have a good time in your day job, this is the course for you. I'm gonna teach you how to find ah, fun and what you're doing and how to take that fun and translated into real dollars because at the end of the day, you're not gonna make any money If you're not having fun. And basically, if you're not having fun, then it's not worth doing anyway. So here's the thing. I'm not gonna teach you how to get a show on Netflix. This is not a comedy course. I'm not gonna teach you how to write a joke. I'm gonna teach you how to write beds, which are similar to jokes, uh, and that joke's filling for But this is basically focused entirely on business and sales and early pipeline sales development. I'm talking about cold calls and cold emails, qualification conversations and building trust with prospects and result in business. So, basically, I can't teach you how to get a show on Netflix, but I can teach you how to get a conversation going with Netflix so you could pitch a show . So this is the courts for you. I hope you take it. I hope that you basically fill out your pipeline with millions of business. Based on the things that I'm teaching in this course 2. Why Comedy Sales? Flipping a Cold Call: Hey, guys, welcome to the first video of this. Siri's basically explaining the concept of a cold call flipping comedy and sales development. So there's a lot here, and I just kind of want to dive right into a bit of it. Basically, uh, the idea of flipping a cold call or starting a cold call. The way that comedian would warm up a room seems odd, at least at first glance. But when you get into it, there's actually a lot that is very similar in both worlds. Basically, the concept of flipping a room where the concept of flipping and call is this. You have an audience on a cold call that audiences somebody who you're trying to get a value prop in front of someone. You're trying to develop a relationship with, somebody you're trying to get some time with, and you need to get their attention, and you need to hold their attention so that they're listening to what you have to say, and ultimately you need to lead them to something that's causing delight or relief, or some good feelings inside of them basically result in them wanting to give you even more time, so comedians do this all the time. They get up on stage in front of an audience who doesn't know them, and they start talking about concepts and things that they've worked out before. And if the audience likes what they have to say, they laugh. It surprise and delight and allows them. The audience allows the comedian that is, to get into even more material. And in comedy, you have to do this about every 12 seconds. You need to have a laugh about every 12 to 20 seconds any longer than that, and the audience is really gonna start to turn on you. And really, the same is true in a cold call. So you have a really only a handful of seconds when you when someone first picks up the phone. Or really, when somebody's just first glancing in an email to actually get someone's attention and hold their attention. So how does a comedian do that? The same way that a sales development rep can can learn to do that basically, by getting in front, holding positive energy, holding a frame and staying solid in their frame, the frames are very important, and I'm gonna explain what it is briefly. Basically, it's a term from neural linguistic program, which is the science of how, uh, how language interacts with the brain and frames are the contacts to that, Uh, the data in someone's mind is received, so I know that sounds kind of heady, but here's the idea. Somebody comes up and they ask for money from you. You might think that's ah, homeless person very quickly and dismissed them. You're like, Hey, look, I you know, I don't have any change. Sorry. Someone comes up to you in a suit and with a crying child on they go. Look, I I literally I just locked myself in my car. I need some change to make one phone call my cell phones in the car. That ask is actually the same, but the context where the frame is different. So what a comedian does is they hold a frame in front of the audience, and that's actually leadership. So what's amazing about this is that the best comedians are actually the best leaders, because what they're doing is they're leading an audience down an intellectual path that they've worked out before to conclusions that made, which are punch lines. You can watch Dave Chappelle do it. You can watch Chris Rock to it. Chris Rock is a master of doing it, and he does it very well. I would encourage you guys to go watch bigger and blacker. It's a master pre piece of salesmanship, actually, because he's constantly leading the audience down a series of premises and conclusions that he has to get them to buy into. Basically, that's what comedian does, and it really is what a sales development rep does over the phone. So good sales is about good leadership. You could look in almost any book, and that will explain this almost exactly the same way. So what I want to focus on is this. Comedians learn how to be good leaders but getting up in front of audiences a lot, working out lots of ways that don't work by failing a lot by bombing a lot, and eventually by figuring out how to write good material and really, how to be comfortable in themselves in order to let the audience feel comfortable because as a leader, you're actually setting the tone for the way that things were going to be around you you're setting tone for how people feel around you for Pete, how people react to you because you're controlling the frame and you're controlling the conversation. So good comedians who have gotten up on stage a lot and it's taken me almost again 16 years to figure this out myself feel comfortable on stage because they've been on stage so much. They've been through bombing. They've been through succeeding, that they become detached from the outcome that they're trying to produce. Yeah, they're trying to get the audience toe laugh. But the audiences laughter actually is meaningless toe how they feel about themselves, the case of most comedians. That's because they feel so terribly about themselves that it won't change how they won't make him feel better. But in the case of a sales development rep, when I want you to do is take this and take this lesson in spades. Basically, you don't need someone to buy from you. Well, you're trying to do is just develop a relationship from scratch, and the way that you're going to do that is by being pleasant and being the kind of person that someone wants to listen to or talk with That's the concept of ethos. So thousands of years ago, about 2200 years ago, 2300 years ago, to be exact, uh, Aristotle wrote a book called The Rhetoric. And in it he said that there were three things that any speaker is doing at one time. One is B is producing ethos, the other is producing pathos, and a final one is logos. And most books on sales that you read actually focus on logos and pathos. They say sales. It is an emotion. It's the transference of emotion. Talk about buying pressure. They talk about inserting fear, uncertainty and doubt. But the problem is this. An early pipeline sales. If you insert fear, uncertainty and doubt you're gonna get hung up on. Nobody wants to be scared when someone first answers the phone. Hey, this is Brendon calling from dynamic works, and I just want to let you know that you have four risk factors that I've seen from your website, and it's exposing you to click. Nobody wants to hear that. It's actually a bad call for two reasons. The first is that it's too much data for someone. The prospects brain to actually process, and the second is that it's threatening right away. It's both my tone. It's the way I'm talking. It's also the actual things that I'm saying. So the actual things you're saying, the reasons for why we should speak, that's logos. But ethos is over here, and it's very interesting because what it means is is character in Greek ethic actually means character. And what it's what I'm trying Teoh base this course on is the idea that you really need to develop the kind of character that gets people toe want to speak with you? You gotta ask yourself this question. What can I do? Who can I be? How can I be that gets people interested in speaking with me and wanting to speak with me? So what that comes down to is basically this Bernie Mac said it, and it's true in comedy, and it's true in sales development. It doesn't matter if you're making them laugh as long as you have something interesting to say. So you need to be the kind of person who has something interesting to say, and it doesn't just have to be about their business, their core offering or something that you want them to buy. It's really not about you. It's about them. What are their interests? What is interesting to them? What can you say that will stimulate some interest in them to want to give you attention? That then gives you the opportunity to actually make your value prop to them. So the comedian knows what works, because they've been in front of audiences many, many, many times and failed a lot. Now your audience is an audience of one, so you have to do your research basically. But we'll get into that in a moment, but basically you have to sell yourself on the call. First. You have to sell yourself in the name of your company, basically, by being engaging by being interesting, having points and punch lines, being comfortable having a calm and confident personality and demeanor. That's the most important part. And by not selling your product or service at this point in the phone call at this point in your outreach, you need to focus on Onley, selling yourself and being the kind of person someone wants to speak with in a conversation . So here's your assignment at the end of this first module, right? Three qualities about yourself that, you know, make yourself valuable and worth talking to. I'm not talking about in terms of sales, not in terms of your product, not in terms of your service. Just three things about yourself personally that, you know, makes you worth talking to. Maybe it's something interesting you've done. Maybe it's something interesting, you know, Maybe it's something that you know you can deliver in a conversation that makes you worth speaking with. And what are three things that you can do to be the kind of person worth speaking to, So answers that might be good here might be like be a good listener, which is a paramount thing. We'll talk about that a bit, ensure that you're always offering value, maybe, or offer a positive boost to someone's day. There's a lot of things that you can do here, but those air three. Good answer. So take some time, write it down or download the assignment sheet for this module 3. The Comedian's Mindset Module 1: you guys this second lesson. I want to talk about something that's very important to success both on stage and also in sales development. And that's the comedians mindset. Basically, this is just a way of thinking that has developed in me over years of doing comedy. But that I know also has lent itself to success in the world of sales development. Basically, it's important to understand just how comedians succeeded, why and how the comedy map that actually translates into sales, and there's a handful of big lessons that you could take. The first is that you should know that you are going to fail. That's the thing that you need to accept. The problem is that when people I don't see failure is an option when they avoid failure when they're really shying away from it, it actually creates so much stress and frustration and confusion that it causes them a lot of anxiety and that comes out physically. It comes out in their voice, it comes out in the way they move around on stage of the comedian. It comes out in the way that they start to approach a topic on the phone. But then abandon it when they feel that the prospect is maybe giving a little bit of pushback or isn't into the idea. It conveys low confidence, and it conveys low status. This is actually really important because when I was talking about frames earlier and I was talking about ethos, this is something that actually registers in your brain, that if sales is about leadership, and if comedy is about leadership in conveying that you're concerned about the well being of the audience and the things that they care about over your presentation of the things that you want to deliver, your conveying to the audience, your sub communicating you actually have really low value, and people don't want to be led by people who have low value. So it's very important because if you're trying to sell something, people on Li buy things from people they see as as valuable or more valuable than them three. Only other reason they would ever buy something from someone is a commodity commodities exchange on. That's not really what you want to be in the business up. You want to be in the business of selling value, um, so accepting that failure is part of the process in knowing that you're going to live through it is actually really important to this concept. I did comedy from when I was 16 years old and actually was cursed because my first time doing Santa polity was really successful. I did comedy in front of all these people hundreds of people at the Let the Comedy Castle in Detroit, Michigan, the world famous comedy castle led by Mark Ridley. And I succeeded really well. I did for months. He would have me up on stage. He passed me, which was a crazy thing that happens in the world of comedy and let me go up on stage whenever I wanted and for months and months, really almost my entire first year doing comedy. I succeeded every time I did stand up, but the problem was that I had never dealt with failure. And so about a year, and to be doing stand up, I bombed really hard one night. I mean really hard. I didn't get a single laugh. The audience was not into what I was doing, and who knows why that went wrong? You know, you'll never know. Maybe sometimes a prospect hangs up on you. Sometimes they abandoned the call. Sometimes they sound interested. They set a meeting and then you show up and they're not interested anymore. You never know why. And just like a comedian experiences as well with an audience. Sometimes you just don't do well and you fail and you have no idea why. And it's important to try to figure out why. But to understand that some things you don't have control over so that acceptance, that failure is actually something that is outside of your control because it is dependent upon what someone else does. Eyes actually paramount to your ability to get the job done and actually be the kind of person that someone wants to speak with. Because as soon as you release your prospect from having to be any certain kind of way for you to be okay, they feel comfortable enough did then continue to speak with you, and the same is true with audiences. For comedians. If you're on stage and the audience has to be a certain kind of way, they can feel the pressure from the comedian and it makes them feel very uncomfortable and they're not open toe laughing. Um, the way to look at this is just a feedback. So if someone hangs up on you, if you're getting hung up on a lot, if you're not advancing conversations in a way that could lead to opportunities or to business, it's good to just look at that as feedback. Yeah, you're not doing a good job. Accept it. But you know what a long time. For a long time, people who got, you know are training to do well at comedy or to do well at sports or something have to miss and fail a lot in order to get good. So that's something that's very important in this mindset that you need to understand. Not only does it show that you didn't do something right, but it doesn't show that you did something wrong. Necessarily. So, you know, try out some of the things you do a lot. Most comedians tryout jokes, sometimes hundreds of times before they cut them. They really try to believe in their material. And here's the thing a lot of this comes from, and it's an important thing to understand over preparedness or even preparedness. To be perfectly honest, what you want a foster is a very organic, conversational way of approaching a prospect. You want to understand the talk tracks of the things that you want to say. You want to understand an elevator pitch and will talk about this in terms of bits later. But you want to understand how to talk without being reliant on a specific script. Because as soon as you lose that flexibility, uh, you have to have a lot of pressure internally to make sure you're speaking through your script accurately. And you can't handle real time feedback from your prospect over the phone or really over email. Even that allows you to respond. And as soon as they feel a strange feeling, that's enough because you don't have a report with them for them to turn off. So the first thing you want to do is make sure that your organic that you accept failure that you accept that you don't have control over what they dio, and once you're in that place, you're actually inviting them to feel comfortable with you because you're feeling comfortable with them. 4. The Comedian's Mindset Module 2 Positive State, Positive Feelings: the next video I want to talk about in the comedians mindset and the mindsets of successful for a sales development is a positive state and positive feelings. Uh, if you want to succeed, you're gonna have to have a good time. Basically, a big switch flipped in my mind when I was doing comedy when I realized Oh, if I'm not having a good time on stage than nobody else in this room is gonna be a good time. I have to lead the audience to the things that I enjoy and I find fun. And even though comedian sometimes talk about depressing things or things that are sad and a little my girlfriend left me, I got fired from my job. I'm getting older, these kind of things. They're trying to find the fun in them and they're trying to invite the audience to share in that fund. And if they're not having a good time while they're actually on stage talking to the audience, then the audience is not gonna buy into anything they're doing and they're never gonna like them. That's just the case. So what you have to do is ensure that you as a sales development person are actually having a great time while you're on the phone, you need toe, do whatever you need to do to make that happen. And for each one of you watching this video, it's gonna be something different. But you have to get in. This state is basically the way they put it Now, for me, that involves a little meditation in the morning that involves getting the work. It involves challenging myself to try to get into a flow state. So I try to set time specifically to our blocks that I take 20 minutes of activity on and then 5 to 10 minutes of break. I try to track how many calls I do and how many emails I do every hour just to see if I'm on pace. I go from one call to the next. I turn off my my outlook or my email. I focus on Lee on the cause. I play music in the background, get myself pumped up. I pause the music. Whenever I make the calls, I make the call. I hang up the phone and put the music back on. I take some notes. I get to the next call. Basically, you have to figure this out for yourself. And a really important thing to note here is that if you get into a position where you're in a bad mood, you need to stop more than anything else. Early pipeline sales is driven by personality and character, and if you're not the kind of person someone wants to talk to, then no one's gonna want to talk to you. So this is just the case. If you are sad, if you're negative, if you're having a bad day even, um either figure out a way to get out of that state and into a pleasant place where you're able toe offer positive energy and positive feelings to your prospects or schedule another time to do it. And if if I'm your manager or if you have a good manager, they're gonna understand that sometimes you're just not able to deliver. And if you're a good str, then they know that you're putting effort in, and this comes from a place of honest disclosure. You're saying, Look, I don't I can't do it today. I don't I'm not feeling up to it. I'm not gonna be valuable to anybody on the phone and I just need to take a break. Go for a walk, listen to other music, call your mother, call your father, call your girlfriend or boyfriend and get back in state. Do whatever you have to dio to basically appreciate theon tooni that you have. And then what? You're able to deliver two others. And once you realize that again and that you have something valuable and that you are someone valuable, then get back on the phone and start doing it again. But basically, this comes down to something very simple. Your brain is wired at a basic level to understand if something is pleasurable or painful, is it a threat? Or is it something that could deliver valuers? Pleasurable Teoh It's one or the other. And the little less bit that someone gets of that something is is painful or negative, right? At the beginning of a early pipeline call, they're gonna turn it off. And this is why Fear, uncertainty and doubt doesn't work. At least not early in the pipeline. You don't have enough report with someone for them to trust you enough to know that you're not threatening them. You're a stranger, and what you have to do very early is continued to offer positive value by being a positive person. Before you have enough report that you can say, Hey, look, now that we've been talking for a few minutes and we have a meeting, I want to let you know actually did an analysis of your Web presence, and I can tell you that you're not secure, you're leaving yourself exposed the threats, and I really need Teoh show you those because I actually care about your Web presence in your well being. That's something that can be possible on Lee if you've generated enough report early to be able to do that. Basically, scientists have done a study, and they've shown that 1 to 5 is the ratio of negative to positive, meaning that if you if you inspire one negative emotion, you have to overcome that five acts with positive emotions in order for them toe. Actually, for your prospect, who you're speaking with, toe actually feel good about it. They feel good about continuing to speak with you, so you need to really offer lots and lots of high end, uh, presents early that is value offering simply by being who you are. So figure out what process works for you and get into state so you can offer that kind of value inter personally over the phone or over email. 5. The Comedian's Mindset Module 3 - The Grind: the third thing in the comedians mindset lessons Is this the grind? Every comedian understands what the grind is, and it's this. You go from Mike to Mike to Mike, to show, to show, to show, and you get up in front of audiences all the time. That's called the Grind. Every comedian knows it. You do the same material in front of different audiences all over the place in Los Angeles , Chicago, New York, any major city. There's gonna be a group of comedians and those comedians air going from show to show, getting in front of audiences night after night, time after time, sometimes 345 even six or more times in a single evening, they're gonna try to get up in front of audiences to work out their bits of material. Um, that's just called the grind. And the way that it works is that you get to practice your material, you got to try out new material. You get to get in front of audiences and get more experience. You get good feedback on the things that you do, and also you get exposure that could lead to bigger opportunities. So ah, lot of times when comedians are getting booked for gigs, they get booked because other people see them. I had a show or a mike that they're doing, and then they offer them a space on some other type of show, cause they need comedians. So if you can understand that like this, they aren't going Teoh each show with the intention of trying to get something from the show. I'm not going to the show just to make this audience laugh or just to get the show or opportunity or just to try to get on SNL or something like that. They're actually going and it's a value exchange. So if they get up in front of a crowd and fail, it doesn't really matter. There's four other Mike's that they're going to that night. There's two other shows that do they're doing that evening. They have to other opportunities to get up and succeed. So this is the way you need to approach your sales development. You need to see that performing well comes as a result of performing a lot. It isn't about this call. It's about calls. It's not about this email. It's about e mails you need to attempt to do well every time. But you need to relieve yourself from the burden of trying to make something succeed, because it's a limited opportunity. This is an abundant world, and there's gonna be more people for you to be able to go after to try to make business happen. So you'll set more meetings and you'll make more money more often. If you look at this as a grind every day, I punch the clock as a comedian, and I get up in front of as many people as I can as often as I can to try and work out my bits and really improve myself. And the same is true with sales development. If you're trying to work out a elevator pitch, the best way to do it is to sit down and work on it for a minute, but then get on the phone and try it in the real world. Make a dozen or 10 dozen phone calls, and by the end of that, your elevator pitch is going to be far more rock solid than if you spent the same amount of time just working on your elevator pitch and you might say yourself. What happens, Brendan If I If I fail and I burn? Ah, 120 different phone calls? The answer to the question is that it doesn't matter. Most of those comedians get back up in front of the same audiences that next day or the next week or the next month, and they do the same bits, but they get better at them. And once that happens, your prospect, they have so many things going on in their lives that they're not going to think about you . So you have another opportunity to get up another time and do better that time. And actually, if they do remember you, they might even respect it. So think about that. It's a grind. Comedy is a result of paying attention to the outcome while focusing on the performances and the process. Sales from sales, development and conversations that lead the sales come from a result of focusing on trying to do well each time, accepting that you only have so much you can dio and then focusing on the process and continuing the process, So think about that right 6. The Comedian's Mindset Module 4 - Yes, And: The fourth lesson in this thinking like comedian module is yes, and now many people, maybe even you watching this have taken improv in. You've heard of this? Yes, and is a foundational rule of improv. It means not denying now. Why does that work? It's because improvisation and the comedians who do it co create and collaborate on a fake narrative or a false world or make him up, you know, scenario together in front of an audience in real time. And the way that they do that is by building on elements that other comedians introduced in the scene. Now that function similarly to the way a report is built between people denying someone or throwing up in no or throwing up a negative or denial or or anything like this is actually report destroying. Now that's fine in in your life, with many of the people who you interact with. That's probably find to do your friends. You've known each other a long time. You actually have a lot of report, but the problem is that when you're trying to connect with people who you've never spoken with before, throwing up a negative or a barrier or a boundary is actually harming the ability to create a real relationship early. And when I say throwing up a boundary early, I'm talking about in the first few minutes of meeting someone in the first few seconds of talking with someone on the phone. I haven't known this prospect for more than maybe 30 seconds, or I haven't known them for more than even five or 10 or 20 minutes. If I start throwing up boundaries too early or I start breaking report too much based on the things that they've said, it's gonna induce negative feelings because they're gonna feel a barrier, and that's not going to feel positive to them at all. That's not why they came to speak with you if they came to speak with you. And it certainly isn't something that they want to get from someone who is trying to speak to them. The last thing I would want to hear as a person who's giving a cold call from someone I don't know is that I'm doing something wrong or bad or something I said isn't good or anything like that. I would hang up on him immediately. They don't know me they don't know who I am. I have no report with them. And the last thing I want is to have anybody tried a negative speak. If they don't know me, I don't need that kind of negativity in my life. And neither does any of the high value people you're trying to connect with. So keep that in mind. The way that this happens in conversation is actually pretty simple. You just simply don't deny. So if someone throws up something that you like Hey, you know what? Sorry. We already have a vendor, and we don't need to speak with you. Don't say Oh, wait, no, you don't have a vendor. You do need to speak with us because Baba, blah, blah, blah, immediately will cut you out. What you need to say is Oh, man, that's so great that you already have a better. I'm glad that you see that this is a problem that you need to solve. Let me just ask you How is your vendor performing? Are you happy with him? You see what I did there? I tried to open the conversation up to a little bit more. I'm not going to try to deny them. I'm not gonna try to get to know who their vendor is yet and try to attack their vendor or or make them feel that introduced fear, uncertainty and doubt. This is maybe the 5th 2nd 12th I'm speaking with him. Doesn't make any sense at all to try to go after that. Yet the only thing I want to do is try to develop a real relationship with this prospect in the way that I do that is by accepting everything they say and just simply being thrilled with it. Oh, man, I'm so happy you're talking to me. That's cool that you got a vendor. I mean, you know, if there is no way that we can do business, that doesn't bother me at all. It's just great to see that you also see that this is something worth handling in your company. You know, let me know what else I could help you with. Or maybe I could afford something else to you that would be useful. Or if you want to talk about your vendor, Aiken, maybe indicate a couple of things that I know that they maybe don't handle well or or do handle well Or who are you speaking with over there? Any of those things were totally appropriate to Dio. When you've actually accepted the thing that they're saying so don't deny them. And again, look at this process is a game you're trying to co create a reality with the person on the phone. You're actually inviting them into the space that you're building on the phone to help establish a conversation. That's actually how real conversation works. And the way that you develop a real relationship is by having a real conversation. If they give you a dismissal, your job is to incorporate it into the game. And just to be clear, a dismissal is not the same as an objection. And objection is. Here's why we can't work together and dismissal is I don't want to speak with you. And there's a lot of reasons to people for people to give this missiles. They could be having lunch. They could have just come out of the meeting. They could just be having a bad day. Somebody could have yelled at on. Their boss could have told him that, you know? Hey, if anybody calls about email companies that want to work with us. I don't want to talk to any of them. Any of these reasons Air good dismissals. They have nothing to do with you. So if somebody says like, Hey, look, I just came out of a meeting, Throw that right into your your situation. So you just came out of a meeting how to go. You know, these kinds of things are very simple and are actually kind of fun. Basically, if you accept the yes, and you can even deal with negative feedback. One of the things that I'm happy to do with my team is that every time somebody gets hung up on, we get very excited. We try to go around, everybody gets a high five ago, Man, that was a bad call that was not good for anybody. It wasn't good for me. It wasn't good for that guy. I'm just very excited that we could get that out of the way early in the day and move on from it. So if you're able to do this and have a lot of fun, you can even do something as simple as emailing someone, a Starbucks gift card or gift card for coffee and just say, Hey, look, it sounds like you're having a bad day. You might need something like this. That is a great yes. And so incorporate the things that are coming at you on the phone. Keep positive and it always build and expand. Don't deny, don't close down. 7. The Comedian's Mindset - Assignments: Finally here. The assignments for this module on the comedians mindset one. I want you to analyze your current sales mindset right five minutes. And just ask yourself how to think about how you think about failure, how you create a positive environment for yourself. How do you get in state? How do you enjoy the time that you have while you're trying to work? Or while you're trying to do sales, Just sort of give yourself a moment to figure out what your current process has. Then the second. How do you deal with rejection? Do you, uh, do you get hurt? Do you stop? Does it indicate that maybe you are in the wrong place? Do you need to take a minute? Go for a walk, clear your head. How are you, really it dealing with it. And also, how do you get yourself motivated? How do you get yourself motivated to bounce back from rejection? That's the second point. The third point is this. What are the things that you can accept about your outreach in sales development now that you know will turn into success later? So this is something like What are things like? I can't control what are things that I can do and I can control. And what are things that when I think about what success looks like, I know that I can accept now in order to enable later maybe things air like this. I need to keep track of my calls. Maybe things are, I need to send out at least 50 emails a day. Maybe there. I need to get a list of people in front of me before I start calling. And I need to keep track of who said what then. There's a lot of different ways that sales development can go go, But accepting what you can now and then dealing with it in reality is going to be a lot more productive than denying it or simply trying Teoh trying to make it up as you go along . 8. Organization Module 1 - Getting Ready to Attack Calls & Emails: everybody welcome to the third module in how to sound like a comedian. Basically, this is gonna talk a little bit about organization. It's gonna talk a little bit about the physical prep and the things required to make sure that you can sell and sell successfully over and over in a predictable way. The first thing about selling is that you need to actually have a lot lined up. This is known as grinding and comedy, and I talked about it before. Comedians go out and they'll line up more than one open mic at a time. The lineup. 34 sometimes more than that, even in the night. And what they're trying to do is get in front of his many audiences as possible to try to get experience and refined the bits that they're working on. So what you need to understand is that they're not precious about being on stage. It's not a precious thing. It's something that get up and do a lot, and you need to begin to develop this mentality about going through calls and going through prospects. You need to try to do the best job you can do every time you get in front of one, but you need to not be precious. And don't be worried about family. And the way that you do that is by getting a Google sheet or Excel spreadsheet or some even sales enablement software. Maybe, like sales loft or yes, where or Tower or something like this. All of that basically works very successfully to try and keep you organized and make sure that you're going from call to call to call to call. So the thing that works about grinding is that when comedians lineup that many mikes at the time, they don't actually have time to process the feelings that they're having about their own material. They record their sets with the audio or even video, and then they go straight to the next mike. And the reason this works is because they don't have time. If they have a bad set to sit down and wallow in those feelings, it's unproductive. If you go from the next to the next to the next, it actually helps enable you to continue to be productive. Later, you can go back and review what you did. You should be recording your talk tracks if you live in a state that you can record your phone calls. You should do that to try to hear yourself, but basically you want to open up some kind of sheet and it doesn't have to be even more sophisticated than a spreadsheet in. Just list off all the people you're looking to call or email and make sure that you have some organizations so that you can go from the next to the next. What I call this is to h time. So to our time. Basically, you don't want to switch off of your prospecting tasks for at least two hours. You're gonna sit down. You're gonna put a block of two hours together. You're gonna have your list ready to go off. His many people is necessary to cover that to our time. Who knows how many that could be. It could be 30. It could be 40 something that will keep you for 120 minutes, engaged in leaving messages, trying to connect, reaching out to the next person, not emailing. Where you want to do is focus on one task at a time, so you want to focus on calls and trying to get a hold of them or focus on e mails. If that is your focus. But you don't want to switch between the two and you don't want to research and then call it. You want to have all of that done ready to go. You want to know what the next name is, and you want to know what you're gonna say when that person answers the phone that's grinding. Each comedian knows their bits, and they go from place to place understanding where the next Mike is coming from, what's the next audience they can get in front of? There's a lot of ways you can do this like I mentioned, but Skype is good. VoIP is good. Ring central. Just having a cellphone. Honestly, a very good office set up for prospecting better than someone that I've even seen in my life is just a spreadsheet and a cell phone. That's all you really need to dio. And here's the really important point. If you work in an organization currently, you probably have inbound leads and then you probably have outbound prospecting. What you need to focus on is outbound prospecting. You have decided these were people who you want to contact who are worth doing business with, especially if you're gonna be to be company inbounds are people who are maybe interested who are thinking about working. But the truth is that they have a lot of questions, and they're actually a giant waste of time. Most of the time, it obviously depends upon your business. But the reason I mention this is that you do not want to switch between the two. You want to put dedicated time together to do one or the other. You want to go after outbound prospecting and trying to get people on the phone calls and emails dedicated to attempt to create a conversation that could result in business. Or you want to spend the time handling inbounds. But you don't want to switch between the two willy nilly. The Mawr important thing is organizing your time and organizing your outreach. That's basically how you get things done 9. Organization Module 2 - Getting Into Flow, Keeping Yourself Motivated & Focused: in the second part of this module. I want to talk about physical prep for the environment that you're actually working in. So this is important because I talked in the last bit about two h time, sit down for two hours and not be interrupted. This is based slightly on something called the Pomodoro method. And what that is, is that someone using a timer that looked like a little tomato. Hence the Italian and Pomodoro, with time out 20 to 25 minutes of time where they focus on one task. One of the things that they did during that time was note down whether or not they had an interruption and whether or not that interruption was internal or external. So the thing is this you want to limit the number of possible interruptions you could have because you're gonna be focused. I'm trying to create a flow state. You're gonna be trying to create a state in which you are engaged in the activity and you're tracking yourself against time in order to be as productive as possible. Studies show that flow states are 500% more productive than non flow states. You get done five times the amount of work in the same amount of time. If you're focused and in a flow state, you can look it up. This is really not a lesson on how to develop flow, but it's important to understand why this prospecting method works. Part of the reason comedians do this many mikes and an evening is because they get into a flow state. It both feels good, and it helps them become more productive. So you can't do comedy without certain bits of equipment. You need a microphone. You need, ah, stage maybe, or at least some performance space. You need a speaker, you need a light. You need something that actually creates the environment. And once that environment is created, something special really does happen. People don't get up and start talking a cappella in front of groups of people in bars and calling it an open mike. It's not really how it works, and it certainly isn't a show. What you want to do is produce thes same results, these changes in environment that result in you of becoming a better version of yourself in prospecting because of that flow state and the way to do it is by limiting interruptions and creating an environment that inspires you toe actually become a better prospector. So here's what you should do. You should listen to good music. You should have a notebook ready to take notes. You should actually, Markoff how many calls and emails you're getting done in an hour period of time and track yourself against him. That's fun. And it creates a goal. Maybe a little competition in yourself to beat the clock or beat yourself or beach of previous best or beach your colleagues. The point is, is that it actually inspires Good. The point is, is that it actually inspires more productivity. So the other thing is this. Make sure it's a quiet environment. You don't want over. You'll do want over here noise in the background. You don't want interruptions coming in. Someone listening to that on the other side of the phone is gonna immediately equate it with a calling room, and they're gonna want to hang up on you. That's not the way that you should go have some coffee, have a drink, have maybe more than one at hand. I would always work with coffee and a carbonated water just within reach. So what you have to do is make sure you have everything necessary. Have a computer. Don't spend your time tooling around on the computer, but have it ready. In case you need to google something while you're on the phone with someone, have your crm open. Maybe have your lengthen open. Take a look at these different people that you're speaking with and actually have the ability to pull information very quickly if you have to. So the real thing is this. The comedians have a notebook. This is the Cici. Every comedian has all of their jokes they're working on. They have their routine. They have everything spelled out in this notebook. And what I want you to have is something similar. You need to have a small sheet with notes that talk about what your pitch is gonna be, what you're going to talk about. What are the key points you want to hit? And any research you've done on any of the prospects of reaching out to this is really important. Because if you can get one or two bits of personal information about your prospects into the conversation, it will make a difference in how successful you are. So all of those things and the basic thing is this Control your environment. Make sure that you have everything you need, so there are no distractions. You want a lock in, you wanna tighten up and you want to go through your calls without having anything to derail you so that your brain can stay in the space. You don't want distractions going on in the same way that a comedian doesn't want distractions on stage. He wants his audience locked in. He wants himself locked in. I want you to do the same thing with your cold calls. 10. Call Strategy Module 1 - Have a Plan: and the next module. I want to talk about cold call strategy. The first thing that you need to understand is that you should go into a cold call with a plan. You know that most comedians don't just get up on stage and wing it. They actually have something to draw on, whether that's experience from things they've said over and over, that they know they can bring out in front of an audience or its pre scripted material and jokes that they tried out before. It's actually not just making it up as they go along. Good comedians were prepared, basically, and so we're good sales people, and so are good sales development people. You, of course, may be heard of improv, and you're thinking, Oh, but that's just making it up. It's just ad libbing and, yes, handing and things like this. Well, as somebody who's done improv for 14 years, I can tell you you never go into an improv without a single thing. You gotta have a suggestion. You have to have a structure. There's a lot of things to rely on to actually carry you through the improv. Besides just giving it up on stage and making it up. Getting a cold call without a proper plan is basically like pulling an audience member up on stage and just letting them try to do something. It would never work. Eso if somebody doesn't have a background that rather flounder and they would fall apart and it would make everyone feel uncomfortable, and that would be the end of the conversation before it began. So your first step should be toe have a plan. 11. Call Strategy Module 2 - Find the Right Person, Have an Agenda: there's a second part of your call strategy session. Basically, your first step should be to find the right person. The reason you're reaching out to an organization is to try to see if there's an opportunity to do business together. And what you need to understand is that opportunity Onley lies with people. People have to make the decision. People have to make the consideration. People are the ones you need to speak with, so you need to find the right person now. There's a lot of ways you can do that. You can certainly do a lot of research, but the fastest and easiest way is just a call and ask Who's the right person I should speak with. Your first step is to then find that person. It cuts straight to the chase. You don't want to waste the time with anybody who can help you, and you don't want to waste your time. More importantly, with anybody who isn't the right person and keep this in mind, you're not actually selling anything right now. You're not selling a product, you're not selling the service you're selling yourself and you're selling the idea of a conversation with yourself that could potentially lead to solving someone's problems if they're the right kind of person. I know that's a lot, but it's important for you to understand because there's no pressure here. You're just trying to find the right person to have a conversation within an organization. If you get a lot of knows, that's totally fine. That's part of the process. It requires persistence. If somebody came to your house, you didn't know who wanted to be friends with you. You probably think they were a little crazy. But over time, if they showed you again and again that they could be a valuable person who actually conducts themselves like a normal person, like a high value normal person, you'd be totally okay with it. You're selling that conversation you're going to make. You're not actually gonna make any money right now. You're not gonna charge any money right now, but you're just going to focus on trying to find the right person and connecting with them in a re away. I can't tell you exactly what you need to say on this call, but I can tell you what you shouldn't do, and that is be needy. you should definitely have an agenda before you pick up the phone. You should have an idea of what you're going to say and how you're going to say it. We're gonna work on pitches in a second, but I just want to talk about this for a moment. You need to pick up the phone, begin dialing and have an idea in your in your head of what you're actually going to say to that person when they call. Not, of course, requires you to know a little bit about them. You'll have to do some research. You'll have to have your cici handy. You'll have to talk briefly about why you're calling and who you are and what it is you want to have happen. Don't force your agenda. Don't be needy. Don't need something to happen. Don't push someone into the idea of doing something you want to dio. You want them toe. Always elect to do something they want to dio. It just happens to be with you that's very important. Be open and changing in the moment. Be flexible with your goals on. No. Who, how and where to go to get a meeting. Eventually if you have the right person and you have a good message and they haven't need that lines up at all with anything you do, it is literally on Lee a matter of time and opportunity before a meeting will happen with, um, in other words, be patient and stay positive. Keep. Okay, keep being okay. If they don't want to talk to you, you're interrupting their day. It's OK to acknowledge that you look a lot like a whole bunch of douchebags who are calling them all the time and trying to ask them for their time. They have their own agenda. You're trying to make a case that you're worth talking to and worth someone spending a meeting with you could offer something but you that you look a lot like people who have wasted their time in the past. They know that you could hurt them because they don't know who you are, and they know that you can waste their time. So they have to feel that there's Onley upside for them. And the only way to do that is by providing value. So what you need to do is prove to them very quickly that There's no harm here. How do you do that? You exercise patients, you exercise positivity, you exercise good demeanor and good character. You show that you've done some research. You don't show that you don't know who they are or what their job is. That's very important. If the little list thing happens to draw them away from thinking that this could be anything but potentially valuable, they will hang up on you and they won't talk to you. That's hard wired into your brain after thousands of years of evolution, that feeling of discomfort that they sometimes get awkwardness or strangeness, It's OK to plow through that, but you can't experience it yourself. You have to be comfortable with the fact that they don't want to talk to you. If they say I'm sorry, I can't speak right now and hang up. That's fine. You can give them a call back. You could give him an email back. Being hung up on doesn't mean they don't want to talk to you. It means they don't want to talk to you right then. So that's something to keep in mind as well. They don't feel they have to feel that they can make the decision for themselves to elect on their own volition, to talk with you. That's the call strategy patients positivity and letting the prospect be who they are. You don't need them to be any certain kind of way for them to be okay for you and for you to be okay with them. Once that happens, then you will be able to have the kind of foundation and grounding to develop lots and lots of calls. 12. Bits vs. Scripts Introduction: Hey, welcome to the next module about scripts or, as I say, bits. The difference between scripts and bits is this. In the world of comedy, you don't really have a script, so actors have scripts. People get on stage and give a talk. Typically have scripts, but scripts are too tight for a comedian. Comedians don't do a one man show like a monologue. They have jokes. They have bits. They have little things that string together, that they could drop in one place or another that fit into the moment, almost like anecdotes. Continue the conversation with the audience and sort of make a change in the room. That's what a bit is. It's a handful of little bits that go together. Jokes, setups, punchlines, that sort of work toward a point. That's the idea of a bit, and it functioned different than scripts. And it's very important, actually, because they allow the comedian to have a conversation with the audience. So if you go watch comedy, you watch Chris Rock, you go watch Louis C. K. You watch these people, you understand that they're actually having a continual conversation with the audience. They're listening to the audience's response. They're responding and kind. It's Ah, it's definitely collective conversation, but they're definitely having a conversation. They're not simply going. If the audience wasn't on board, they couldn't continue to do comedy. It's actually very important to understand this point because it is critical in cold calls and developing sales through calling. So you need tohave the consent to continue in the tacit agreement from the caller that you're speaking with to move ahead in the process with you in a way that you do that is by having bits to move them from one place to another. Sometimes we call that talk tracks in practicing good listening skills, so this module is going to be all about that. 13. Bits vs. Scripts Module 1 - Good Listening Skills: So, as I imagine, the difference between successful and unsuccessful comedians is the ability to listen. There are a lot of comedians that could potentially right, good jokes and their jokes don't go anywhere because they can't listen to the audience at the audience isn't on board at the beginning. They won't be on board at the end if you've ever seen a comedian bomb. First of all, that must be very uncomfortable for you. I'm sorry you had to go through that, but also that comedian failed toe listen to an appropriately respond to the audience. They either didn't have the tools meaning the jokes or the bits or the talk tracks the lines to get them back on board or they didn't have the skill. That is the ability to actually ride the audience conversation. Ride that wave either because they couldn't listen or because they couldn't respond properly. So one of those two things is true, But if you've ever been on a cold call or any sales conversation that has derailed in the same type of way, it's because you either don't have the tools or the skill. Now skills can be learned. The tools can be created, but you have to have a foundation of good listening in order to know either of those things . So good sales and good technique comes from good listening skills. So the content of the conversation that you're having you need to actually display a lot of high value in high value is displayed predominantly through good listening skills. So if you're calling someone up on the phone and the answer, they say it's a bad time. The wrong thing to do is to continue talking. Many different programs tell you you should continue talking. You should go through your script. You should continue talking. They hang up on you. That's okay. That's not the kind of thing we're talking about here. We're talking about how to connect with high value people. If they say it's too busy to speak, then it's too busy to speak. You don't want to destroy the report you're trying to create with someone by not listening to them. High value people have Onley time in their life for other people who can respond to them by understanding them and listening to them. Ah, good way to get yourself taken out of the equation, for consideration is by displaying that you don't know how to listen, and you're not going to hear anything they have to say. Basically, when you're not listening, you're telling them tacitly that the things that they're telling you aren't important or valuable to you. Now anybody who has any self worth or sense of self worth inside or outside of professional environment is gonna have no time for someone who says or does those things. So the great thing about this, though, is that good listening skills can actually be learned. And here are some quick tactics. The first is this. You want to practice the mirroring technique, so getting on the phone and matching your prospects tone. But being slightly above it is a good way to practice good listening skills. You want to be slightly more positive you're aiming to resonate. You're aiming to not try to, um, Teoh outdo them. But you want to sort of slightly pump their state. You can hear me as I'm speaking, I'm positive I'm up. I'm speaking in a way that's hopefully encouraging to use. You're watching this video. You want to do something, something similar to that you don't want to go too much because that's gonna break report and it's going to seem inauthentic. But I'm actually excited to talk to you about this. I'm happy I'm moving around my offices. You can see and you want to be positive without being too positive where it feels unnatural . That kind of thing is very important. You also want to, uh, you also want to just the way it stand up come comic does. You want to get on stage and you want to respond to the rial essence of the audience. If you get on the phone and you speak with someone and they say, Uh, my day, you say Wow, sounds bad, tells you, get caught you a bad time. You respond authentically. This communicates that you are actually listening to what they're saying. There's a lot of people who will probably say something like, Don't do that. Be positive, move through it, don't acknowledge it, go through the script. But if you do that, you're actually gonna alienate them. Sounds like you're having a hard day. This doesn't have to be a sales conversation, because it's not. It's actually human conversation and every conversation that you have is at the first level of human conversation. So comedians typically blow themselves out because they'll get up in front of an audience and they'll start talking about their material telling their jokes without responding to how in audiences if another comedian just got off stage and made it very awkward for one reason or another. And it doesn't make any sense to get on stage and not acknowledged the awkwardness that's actually practicing good listening. If you get on stage and say something like, Wow, it's weird in this room right now, right? The same thing is true in a cold call by acknowledging that you're actually gonna resonate with your audience, that type of authenticity and honesty Bill's report. And that's a report that you can take somewhere else. So, just like on stage, laughter comes from an audience being pleasantly rather than painfully surprised. It's actually evolutionary. It's based in our genes. On expressing that laugh is an indication they followed you the comedian toe where you're leading them, and what you want to do in a cold call is something similar. If you can get someone to laugh at you, if you can get someone to acknowledge that what you heard from them in that moment? Wow. It sounds like you're having a hard day. Oh, man, totally is bang. You've got them hooked. And that's the way to go. Grant Cardone says something similar to this. If you're on a call that someone is getting sold either your sold that you can't get a meeting and you're giving up over there, Sold that. You two should continue talking. Basically, you're trying to sell them on the idea that you're continuing talking, and a good way to do that is by listening in my continuing with, um 14. Bits vs. Scripts Module 2 - Working Through Bits, Bit Examples: So here's where we get to some of the meat of the course, the difference between scripts and bits. So scripts, as I've said before, are straightforward there, written out they go from one thing to another, they have a sense of completion that you have to go through them, that you have to go from one beat to another. And if you get from point A to point B or point A to Point Z, you're going to take a prospect with you, and you're going to get them to where they want to go. If you have ever used script in your own job position, maybe you've done sales for a while. Maybe you haven't you know that they don't work. That's just the truth. They don't really work. They rarely work. You have to improvise and go off script. Most of the time you're off script. It feels impersonal. It feels like you don't have control. It also feel strange for you to say, and it's feel strange for the prospect to hear. The truth is this. If you don't resonate with anything, I just said you're probably a sociopath. I think I'm gonna keep that in this. This is what I want to talk to you about. Bits are different. Bits are slight. Talk tracks bits are able to be dropped in at any point in a conversation that you know can resonate with your prospect and bring them from point A to point B very quickly. These are a series of kind of micro changes in conversation. I want you to think about bits like jokes or like anecdotes or like short stories, things that you, if you're at a cocktail party, are very similar, um, to using to entertain an audience briefly and go from appointing a point being something to build report. It's something to take someone from one place to another. You have a lot of them, and the truth is that you have to, uh, you have to practice them in the same way that a stand up comedian practices their jokes. So, um, bits make you more flexible to be yourself on. That is what is important because you're selling yourself in the job position. The comedian cells themselves on stage. The sales person in sales development cells themselves in conversation so you can take these tiny bits and get ready to use them. It leaves gaps in conversation that lets you, um, put your own charisma and your own personality into that helps bring the conversation to a new place. So let's have a set up some value into question. So stand up comedy is like this. Jokes have a set up in a punchline. They set up something very quickly with some emotion, some loaded imagery, and then they have a punchline that completes that feeling. I know that's a quick and dirty way of describing it, but that's basically the way that it works. Look up all jokes. That's kind of how they work. Why did the chicken cross the road? To get to the other side? That's the set up. That's the punchline. Bids are a little bit similar, so the set up could be something like, I noticed you have a loyalty program that opens something very quickly. We're talking about your little loyalty program. Your loyalty program is publicly available, and I noticed it. The value might be something like my company has helped clients and look a lot like you improve their loyalty program by 10 x, and the question is the punch line. Is there someone on your team I can connect with about it? That's a bit. That's something you can practice over and over. You might not say that in the same way toe everyone. But you're going to say that like that to someone, and you're gonna go from person. A person. I notice you have a loyalty program. Hey, I signed up for your loyalty program. Look, I know your loyalty program is online. I found this article that it was written about. Actually, I just got some points on your loyalty program, but we hope helped another company improved. 10 x. This result and I'm looking to connect with the person who is responsible is that you or I'm looking to connect with Marshall Fowler. She looks like for my research, the person to speak with about the loyalty program is that correct? These air bits you can You can change them in one way or another to your audience and make them more relevant or less relevant. It's really a structure in the same way that jokes have a structure set up in punchline that you can write out and you can modify on the fly to B'more and Mawr relevant. You'll also notice this bits are simple and sparse. The audiences brain can't handle too much information. I don't want to go into too much detail when I do this, and I want to say, Hey, I looked at your loyalty program, your point based loyalty program, and what we have is a Siris of different leverages and opportunities that can maximize the synergy between two different efficiencies. Those are all big words there too much where I ever to say that in front of an audience, like a joke, the joke would be that I sound like an idiot. You have to deliver the information slowly enough for them to get it. In contrast this with how many cold colors speak very quickly. They speak in big words. They speak in bag words. They require a lot of energy from the prospects Mind toe actually work through the things they're saying. If you go look at the way comedians deliver material, it's very sparse. They actually go through because I've done this myself every single word to see if it needs to be there, or even if the number of syllables need to be there. So if I can use a shorter, smaller, easier to understand word in the place of a larger mawr encumbering more vague word, I'm gonna err on the side of a simple word. So that's why you want to make things simple, because your prospects brain is going to feel less threatened by large spends of mental energy, especially while you're interrupting their day. So get your bits very refined. Take your talk tracks in your script and break them into their smallest component parts and memorize those. And to be clear, it's actually different when you have your audiences attention. So if you're in a meeting and someone is giving you a lot of attention toe, understand your product. Understand your service when you have their attention free from distract and speaking quickly and moving through ideas and a fast clip actually does make sense. If there's a lot to move through or about 6.5 minutes through this video, and I'm speaking very clearly, I'm also enunciating. I'm trying Teoh, move quickly through it. I have your attention. You've already purchased the course, but the truth is that if I'm trying to sell you on this course, I don't want to be speaking very quickly because I do want you to understand all the things that I'm saying. So some bit examples just for you very quickly. I'm calling from the sales development job you posted on your website. Based on your job description, I believe I could be a good candidate to work for you. Um, has the position been filled? That's very simple. It's very quick. It's very easy to drop that in. Uh, that's actually what I said to get my first sales cold calling job. They said it hasn't been felt. Can you come in next week for an interview? Here's another one. I'm reaching out because of a producer on a TV show Shooting and Reykjavik the last week of March. We're looking to interview people like you who have a unique cultural perspective. Are you open to connect about it? That is actually how I got a meeting with Young ganar, the former mayor and comedian in the city of Reykjavik. It's in Iceland, and I was able to get that because I called and I basically pitched that to him exactly in those words. And he said, Sure, That sounds great. It was very simple. It was easy. Understand? Who am I? I'm a producer, Nick, TV Show Shooting and Reykjavik in the month of March. What I want I'm looking to interview people like you have a unique cultural perspective. Are you open to talk about it? That is the entire bet from beginning to end. Here's another one I'm with Give me another were a mobile loyalty app that lets one of your customers reorder from you in 10 seconds or less. I'd like to set a time to show you a bit more about it and see if we might want to work together sometime. It's that simple. If we might want to work together sometime, we're not looking to work together now who rely on from Give Me Another were a mobile loyalty app. Who are you? You're someone who I think might be interested in this. I'd like to set a time to do that. I used to do that. We've got to 54 clients in our first year. It was a resounding success. Here's another one. I'm calling from vibes World Mobile Marketing Technology and Services Company. We help companies like yours, such as Home Depot get customers back into their brick and mortar locations by using tools like text, push and Mobile wallet. Was looking to see if we could set some time to talk about your current strategy. With tools like this. It's a little bit wordy, I have to admit, but it would also work. That's how I got. PetSmart is a client at that company. So those air basically what bits are there separate from scripts there? Simple. And they're easy for you to understand their easy for your prospect, understand? And because they're easy for both of you to understand, you can actually modify them on the fly in the way that you need to in order to hit your goals and work with your prospects. 15. Bits vs Scripts - Assignment: Finally, here's your assignment for this module. If you do it, it will help your game go to the next level in terms of your ability to close cold calls into meetings and help progress meetings that you have from one stage to another in your sales process. Basically, this is what you want to dio. I want you to write down your pitches. I want you to take your talk tracks and actually write them down verbatim longhand or type them up on a computer. I want you to write them all the way out in the way You would say it. Word for word. Say it out loud. Then write it down. Now I want you to take a moment and print it out and go through it word by word and eliminate words and even syllables that do not need to be there. So if you have a very wordy word heavy, you know, 34 even five syllable words in a pitch, I want you to break it down into its most simple components. Okay, something that might start out by saying we leverage our customers efficiencies in order to blank turns out to we find ways customers can blank. That's it. It doesn't have to be wordy. It has to be simple and easy to understand. Eliminate words. Eliminate syllables that don't need to be there. Finally, I want you to start crafting responses to the way you think your audience might respond to you with a yes A. No. Or maybe get a comeback for each. This is actually something comedians do. Quite often, they come up with bits. They come up with material than they anticipate, either through experience or through a past experience how an audience might respond. And then they write different talk tracks and jokes For each. You could do the same thing with yourself and with the the pitches and the bits that you currently have come up with, How you think someone might respond if they push back. If they say, Let's go ahead, just have a sense for where this is going to go. It doesn't have to be a full sales process, but if you have bits and pitches that you normally make, have a sense for how your audience may respond and what you would say to them in that situation, that's your own work, 16. Your #1 Job: Hi. Welcome to the next module. That's what I want to call your number one job should be pretty sure. Let's talk about it. I want you to think about something. I want you to think about the world your prospect lives in. I want you to think about their day to day. You're trying to make calls to people, maybe hundreds of people, maybe thousands of people. Maybe you make 102 103 100 calls a day, maybe only make a few, but you make calls to people, and what you're trying to do is impose your agenda on them. You have an agenda. You're having something you want them to do. You want some compliance? You're trying to gain from them. But think about what their day to day is like in the B two B sales environment. Your normal prospect is probably receiving dozens, if not hundreds of calls every day, week over week from people who want their attention. They see the good. They see the bad, they see the ugly, most of the sales development people who reach out to the prospects you're trying to talk to don't know much about them. They don't know much about him. I don't know about the world they don't know about the things they do. They don't know about them personally. They don't know even about their job. They're just trying to impose their agenda on your prospect and honestly, they don't care to know much. They have too many things going on those str zehr reaching out, calling day in and day out trying to make something happen for themselves. Your prospect has developed a series of defenses to prevent their time from being wasted by other people and basically to guard their emotions. It hurts to say no. It hurts to have someone who needs you to do something for them, and you have to say no. Basically, they're not adding any value. That's the truth there people who are reaching out trying to get something there constantly trying to get their not really trying to give. They may have even convinced themselves that they're they're trying to give, but they're not, they're trying to take. So your prospect has learned to listen to tone than the way people speak on the phone. The questions they ask all of these things, they've learned to have indications of what to say no to and how to stop someone. So how can you get beyond these defenses? It's important to ask yourself, How can I be the type of person that my prospect wants to speak with? How do I buy past their defenses? Well, it's really simple. Your number one job. The first thing you have to dio when you're reaching out to people cold calling or trying to develop any type of relationship from scratch is be different from every other person who is trying to reach out to them. That's it. All you have to do is be different. Your number one job is to look different. No, in comedy, this is very similar. There's something called Don't Be the last guy on stage and what it means is this. You do not want to be the same person as the last comedian who just got off stage. If that guy was good, then you don't want to be him because you're gonna look worse. You don't want to be him because you're not going to be different. You have no idea who the last guy waas in the sales development situation. Thes people get head up hundreds of time today, so what you need to do is be better than the last guy and just commit yourself to do it. Ask yourself these questions. What do we know about normal sales reps? What we what stereotypes do we have on normal sales development? People or sales? People who prospect in general number one, they're pushy. Number two. They have not done a lot of research. Number three, they just keep talking. Number four. They're nervous. They don't listen and they don't feel like there's someone worth talking to. Ask yourself this question. Who are the people in my life who are worth talking to who add value? Who are the people who, if I started speaking with them, I would want to keep talking with them? Their number one quality, probably is that they're good listeners. Show these people who you're speaking with, that you know something about their world. How do you do that? You have to research. You have to be positive, and you have to have some actual value to offer. So be opposite of how all the rest of the Str czar if we just convert that equation from one side to the other. Here's what we know you need to do in order to be valuable and toe look different from other people. One be patient to no things about your prospects world and why what you have tow offer could be valuable to them. Three. Listen and respond by showing that you've heard them repeat something back to them. Show that what they've said to you actually effects and changes the way you are behaving. Four. Remain calm when they have an emotional response. Think about this. There are many people in your life who, if you have an emotional moment in front off, could remain calm. And it would cause you to have more respect for them. Not every prospect you catch is gonna be having the best moment of their life. In fact, it probably really frustrated that someone they don't know caught them on the phone and sounds a lot like 100 other people who have wasted their time in the past. Be patient with them. Instead, listen to what they have to say. Maybe try to make a very quick case for why you're different. Hey, I'm sorry. Didn't mean to catch you. You know what? I'd like to forward you some info. I'm sorry again. If this bothered your day, very few people have said that authentically to them. Finally, I want to say this Always be honest and authentic. Make a commitment to yourself. Make a commitment to your job position that you're going to develop all of your conversations with honesty and authenticity. If you are Sorry. Say you're sorry if you're frustrated. Go. Hey, you know what? I've been trying to reach out to you for six months and I've been calling you twice a week . I get the feeling you're avoiding my calls and you don't want to talk, But it's okay for you to say no to me. Can you just say that in this moment got some frustration that you're actually showing to your prospect what might be strange and what you might be surprised at? A lot of people are going to tell you never to say those words, but if you express them, they might resonate with your prospect. Sure, they could say, you know, they could say, Hey, go away. I don't want to talk to you, but at least you got it from the horse's mouth, and maybe it's gonna cause them to open up and actually listen to what you have to say. Finally, this comes down to something that I've talked about before, and I'm gonna talk about again ethos. You have to be the kind of person someone wants to talk to. Comedy Comedy, as Seinfeld said, Once is all about style, and this actually lines up who you are and how you come off is your style, and you need to have a straight solid style on the phone. Practice good character and be a value add and value add raises someone state. If you can get a prospect to say, man, the call with that str actually went great or a man to call with that sales person was really actually wonderful than your legitimately world class because nobody but nobody is able to deliver that kind of value aimed to be that kind of person on the phone with every call that you have. If you make that your goal and you pursue it in a way that is efficient, you will be different from everyone else. Complete your number one job and you'll be without a doubt one of the best sales development people, cold callers and relationship builders in the world 17. Things to Show Very Quickly Module 1: Hey, and welcome to the next module about what to do when you're calling very early. One of the things you can show very quickly on the phone that gets a prospects attention. And really, in the 1st 10 to 20 seconds, you have the opportunity to display some things that show the prospect. You could be a very high value person and look different than the other people who call them on the phone. And basically, if you hit these triggers just a handful of them, you're going to cause the prospect of think Oh, this is somebody I wanna listen to, and I really feel that they should set a time with you. So the first thing is that you done the research. If you show that you actually know something that you're talking about, this is really gonna per careers. You know who they are. You look them up on Google on LinkedIn on something like this, and you're gonna repeat back to them exactly who they are. That's why you should say hey, reaching out to you. Because for my research, it looked like you handled the email service program at X Y. Z Corp is that true and they're probably going to respond. Yeah, that's me or no, this is someone else, etcetera. If you get a referral to someone else, you should lead with that. Hey, I was just talking to Nancy Pickard in three. The Loyalty Department. She said you were the person to speak with who best understands the email program. Is that correct? There's something about that that really displaced to a prospect. Hey, I've actually been around your company, and I know who you are. I've looked at stuff. You're the person I think I should speak with. It's different than someone calling and going. Hi, I'm calling to talk about your blank, blank blank program or Hi, I'm just trying to call talk about email solutions, or are you hiring for any positions? There's something that's so very low value about all of that that if you display that you've done research very quickly. If in fact the more specific and timely the research is, the better. So if you can say something that you've learned from some research in a marketplace, like a news article or a talk, they gave it a conference list. Those things very succinctly and specifically right at the beginning of your call. Hey, I know from research that you guys are currently using a T tack to servicing protocol on your email program. Is that true? I've noticed that there's a problem with those things, and it looks like you could be falling prey to the same thing that three or four other outfits I've spoken to this week have been falling prey to, which is that you're not getting double opt ins. Is that the case? That's very specific, but it displays that you know a lot about it. And also you've been in the marketplace. And if they aren't aware just from that specific example, if they aren't aware no, I didn't. I wasn't wait. Hold on a second. There could be a problem with my email program. That's a value add, and it triggers something in their brain that goes. This person knows what they're talking about. This person has some information that's relevant to my world, and I should probably listen to them. Um, you really need to show that you know what their business is so calling and asking an open ended question, especially right at the beginning is asking them to do your job for you show that you've done the work and that you've displayed it. Now you also want to show that you don't know more about their world than they do. You might know one or two things that specifically is more than they know about their world . Let's say about their email program about their tax loyalty program, about their hiring practices, about one or two things. Whatever you're looking to call about and speak with him about specifically, you might actually know more about that thing, that one thing then they know about. But they know about their world more than you dio. So you want to use phrases that indicate that you don't know for certain that you have a solution for them? Well, you're really looking to do is try to invite them into a discussion on whether or not what you're talking about is relevant to them and could have value so phrases here, really, you want to explore it together with um and phrases here that are useful are things that indicate that, and what's amazing is that you're not gonna hear these in a lot of other programs. I don't know for sure That's a good one to lead off with. Look, I don't assume to know. I'm just trying to see if there's value here. Potentially. Maybe those are phrases that you want to use. We've worked with people who look a lot like you, and I'd like to see if there's an opportunity to work with you in the same way to provide you with similar value. See, here's the thing. Nobody else is gonna tell you to say Phrases like that. They're going to say things like, I'm certain I know this. You're going to see the value. They're gonna be amazing. But what do you want to do is actually invite them with you to explore whether or not there's a fit and saying something just to bring it all together, that it actually indicates there could be value and you're not sure, but you think there is and you want to explore that with them, and it will only take a few more minutes of their time in a different period of time and a little attention in order to figure out whether or not that's the case is going to hopefully in most of the time inspire in a prospect desire to actually at least learn a little bit more. So what I would say to bring it all together is something like this just to use my last company as an example. Hi. My name is Brendan. I'm calling from vibes. I just was looking to speak with you, Brian, because for my research, it looks like you're the person who handles the mobile loyalty program at X Y Z Corp. Is that correct? Yes. No, maybe I'm not sure. Okay, Cool. I got a couple of other references, including the VP of sales of Brian Kirby's office told me that you were the person speak with Well, here's what I'm looking call about. Um, I know that X Y Z Corp has a loyalty program, but I could see that you're currently not leveraging mobile, which I know is a big opportunity for a company like yours because we just worked with Z Y X Corp and we happen to actually improve by 10 X. A lot of their loyalty valued subscribers just by adding the ability to send them text messages instead of just in email subscription. So What's interesting is that lift quarter over quarter was about $15 per subscriber, which, and ultimately led to a program that was valued at over $10 million. So I just wanted to see and I'm not really sure, but I wanted to see if you would be open to setting some time just to talk a little bit further, because there's could be an opportunity for you to really increase your brand value and your loyalty programs value specifically in the next couple of quarters. Would you be open to setting some time? So in something like that, just like I said, it was quick, but I got to the point very quickly. Who am I? Who are you? What do I know? I know that you have this program. I know that you don't have this program. I know that it could be an opportunity for you. I have worked with people in your space, and here are the results I had for them. Maybe we could talk just to see if it's worth some time. I notice my tone. Notice my character. That kind of thing actually leads really well to setting meetings. If you can show very quickly just to recap that you know something about what they do and who they are, what, their businesses and that you're inviting them to explore this with you. Not that you know something. That is definitely gonna be a solution for them. They're gonna be far more willing to listen to you and hopefully set a time to meet with you. Now again, I don't want to reiterate this too much, but it is important the final thing to show for sure on the first few seconds. The phone call is that you're actually listening to them. If somebody says this isn't a time to talk, take it. Take the loss. Call back later. What would be a good time just to ask that question back? Okay. Sorry. Didn't mean to interrupt. What would be a good time. You mind if I send you an invite just to hold the time slide? Even though you don't know they don't know who you are. You're more than likely going to be able to set that time slot and hold that time because most people are gonna be polite if they really don't want to talk. And they say Look, I don't know. You are so just Please send me something. Take them at their word. Okay? Sure. Absolutely. I'll send you an email. Sorry for taking up too much of your time. It sounds like you're busy, that kind of thing. If you say it very quickly and then remind them in the subject line. Sorry for interrupting you. There's gonna be so many people who were gonna tell you. Don't say sorry for interrupting. You don't remind them that you bother them in their life. Here's the thing that was such a small blip on their radar. But they will remember who you are. They're gonna go. Oh, that's that guy who would ever? And if you have something compelling to say to them in that email, they will open it up and take a look. And if they won't, it doesn't matter. You're gonna follow up anyway, So that's basically how I want you to go about this. Show that you're actually listening and don't get on their bad side. If that makes sense, why is it important? Because nobody does it. So what you want to do when you're listening is not dismiss. Don't say and no use. A yes and just like an improv. So is a great example. I want sent an email to someone who is a executive at a gym large Jim Jane across the country, and I said, Can I buy you a cup of coffee? And they email back? No, just n o no. So I replied immediately and simply said, OK, protein shake Moscow mule question mark. The next email I got back was, Ha, ha, that's really funny. I checked out your website. Here's why. I think we can't work together, maybe follow up. In a few months, we'll have a conversation. I'll understand what you do. But right now I'm busy. And also, I don't think this is a good fit for these reasons. They actually put some effort into telling me why it didn't work out together. But why did that work? It's because I didn't refuse the no. I took it and just twisted it around. That's what I want you to do. Show that you're listening and take it around to whatever place you want to get, too. Don't just plow through it. Don't say listen, you don't know because I blah blah blah come at it with a sense of humor. Be slightly detached from what's happening. And if you show a prospect your slightly detached early in the call by using words like maybe buy whatever by not whatever, don't say that. But say things like maybe potentially etcetera. They're going to feel the lack of emotional tension and they're actually going to feel comfortable with you on the phone, and they're gonna feel comfortable answering your questions. They feel that you can actually take them. So this also works, by the way I should say, because they're not listening to you, Probably. They're probably like, Who is this person? I got a lot of things going on. If you twist something they say around and actually reiterated to them, repeat back to them what they just said in a way that sounds that you registered it. They're actually gonna be surprised because they're probably not actually listening to you . So if for eyes another example, I said to someone once, do you know who handles your email program? And they said no. And I said, OK, your title is email manager, so it sounds like you should know that kind of thing, and they laughed and admitted that they did, that they were the person. Here's what's important to understand. This is all about frame control and frame control. At this level is about demeanor and about your ability Teoh to stay grounded. So the person who stays grounded and who could be vulnerable and honest isn't the higher value person I've mentioned it before. It's worth mentioning again. Trigger honesty, trigger knowledge that you know who they are. Trigger listening skills, trader openness and willingness to explore with them. And if you do that early in the call, they're actually going to take it all four of those things and they're going to want to continue with you, and if they don't want to, they'll give you reasons why they don't. 18. Things to Show Very Quickly Module 2 - Authenticity: So I want to take a moment to talk about authenticity on the phone call and about how you can present yourself authentically Because here's the thing. There is a lot of sales development that seems to focus around the idea of going through a script or trying to get someone to do something or trying to display, like even when I say that you have knowledge of the other person or the other person's world or something like this. There's a lot of sales, development and sales in general that focuses on this idea. But here's the thing. You can very quickly show that you're actually ignorant by by not being authentic. People have a very good for thousands of years, have had a very good compass and barometer on whether or not someone is being completely honest with them. So if you are not honest, or if you say something you think is honest, but you you don't actually know it, someone is gonna be able to tell that very quickly, and they're very good at picking up on this kind of thing. Comedians know this because if you get on stage and say something, you're not 100% committed on and don't really believe in the crowd's gonna feel it and they're actually gonna turn against you. They're not gonna believe what you say. They're not gonna get on board with you. They're not really gonna trust you when you start leading them through different areas. And remember, because comedy is based on the evolutionary idea that something was surprising but actually surprising in a good way rather than a scary way. They're not gonna want to follow you because they know that the surprise could be bad. So comedians have to understand the way that the crowd actually follows them, and they know that they have to be honest with the crowd If they start, uh, they start being fake with the crowd if they start being inauthentic or their inauthenticity and lack of vulnerability, which is a big point that I'm gonna talk about in a second scares a crowd away from following them. They keep they have to abandon it right away. So here's the thing. When you're being honest, you actually are being vulnerable. And that's why I mentioned that when you're saying the truth that comes out of you about the call about the prospect about the opportunity about what you think it is. If you're being 100% honest, somebody could really turn away from you because you could say, Look, I don't know if this is a real opportunity or not. So we could say, Well, then why am I wasting my time and hang up on you? Why are you calling me? You know what is it? Why would you do this? But so few people actually do that in that world that a high value person who you're probably trying to connect with is going to recognize that and respect it. So if you say something like, Look, I don't know if this is gonna be a true opportunity and someone says to you, Well, then I suggest you do some research and figure out if it could be and where it could be and get back to me. They just told you how to get a meeting with them. So you need to leave, go do more research, come back and then get that meeting because they told you exactly how they do it and they engage with you. They gave you a real answer. that's not a no, that's not. I'm not saying I'm not gonna meet with you. That's Here's how you get a meeting with May. So you need Teoh. You need to understand that their honesty back to you is a reflection of your honesty. To them, that's basically what it's about. So some other things that you can say that our honest or I don't know this is really good to get early. If someone says to you. So how could this exactly help me say, Look, I know that we've done for people in the past who look like you has been very helpful to them, But I can tell you right now in this early phone call exactly how it's going to help you, that's going to require some more conversation. But what I'd like to do is invite you into that conversation to see if it could be a fit. Does that make sense? And then person you speak with If there are reasonable personal problems, say Yeah, actually, that does kind of make sense. You're right. It's a technical answer or no, I don't have time for this. I have a lot of competing priorities and you could say fair enough is 20 minutes not enough time like we can go from there. They're actually giving you the answers to how to get a meeting with them if you just listen actually to what they're saying. And the way that you get that out of them is by being honest and by being vulnerable, accepting that vulnerability because your vulnerability is going to inspire their vulnerability. Does that make sense? It's called the Law of Reciprocity. It was discovered by a guy named Chaldean E, and it's actually the way human beings work. I have to open up a bit first for you to open up a bit. And if you're a high value person who's grounded, you're gonna be willing to go ahead and do that. So if somebody says, you know, listen, uh, you seem very convinced, but I have no idea how this is gonna help me to you. You can always go. I don't and then start laughing, that laughing, that admission of like, Oh, boy, this is just too much, you know, that actually is going to if unless they're very busy and they don't want to be bothered in that moment, which is totally okay with laughter, is actually going to cause relief on their end. No one can laugh when things are too tense and we can laugh when there's too much skin in the game. If you start laughing, you're gonna show. You know what? I don't have a lot of skin in this game. I'm trying to get a meeting with you, but I'm trying to get a meeting with 100 people today, So if you say no, it's really not that big a video. I got 99 more trances, but I'm a fun guy. We're gonna have fun. And actually, this could be worth $10 million to you, just like it was to your and then list two or three people in their space. That kind of thing is actually going to really inspire their trust in you because you were willing to be vulnerable. And that's what sales are actually based on. And that's what you're trying to do in early pipeline sales. Develop report and report helps inspire trust. You can't have trust without report for sure. So the reason This is important and it comes from comedies that audiences have to trust you . And they have to trust you by it, seeing your vulnerabilities. And you have to trust them by saying there's you are aware that you could hurt them, the prospects of where you could hurt them. You could draw him into something they don't want to talk about. You could put him in an uncomfortable situation. You could be a pro, she bad sales person. But your vulnerability is the thing that reassures them that that is not going to happen. So think about that. Authenticity, honesty and vulnerability are very powerful traders, and they deserve an entire discussion on their own for you to consider using them. So the next time you're on a call in your stock, say something like this, Yeah. I don't know where to go from here. Where do you think we should go from here? I've said in the past don't have the prospect of the work. But if you genuinely don't know where to go, But it feels like there could be something going on with between the two of you. Just say that I don't really where to go from here. Where do you think we should go from here a very successful salesman at one of the outfits I worked for. It used to do that all the time. How do we develop from here is what he would say and they would lay out answers for him. It was really surprising because they're on board at that point, he's gotten them inside the circle. So again, if you lose someone from being vulnerable and honest, if somebody says, Listen, I need a strong reason I need to You know, this isn't something that can come to my attention unless my CEO says they're actually giving you the keys to how to get a meeting with, Um, keep that in mind and I want you to do this. Here's your assignment for this module. I want you to sit down and think about the last few times you heard someone say something like that to you, and you took it as a no. Write down a couple of these things that you would say. Write down a couple of these things that you would, uh here and normally takes a no. And instead, write down how you can translate that into a solution for them. Yeah. No, we don't evaluate partners who haven't been working with us for a couple of years. We don't. We actually don't listen to anyone new who hasn't come through referral network. Why don't do anything that CEO doesn't tell me to do? Those types of things are actually solutions. And the point in directions you can go to follow the bread trail, So think about that. 19. Dealing with Dismissals: everybody in this module. I want to talk about dismissals. Uh, dismissals are a little different from objections. So in most sales theory and most sales development theory, you're gonna hear a lot about handling objections and people talking about objection handling. I don't wanna deal with that directly here. There's a lot of resource is on dealing with objections that you can check out online. There's there's really a lot that has kind of already been said about it. But the problem is this is specifically with sales development with cold calling. There's a type of objection or rejection that you can get that I call a dismissal and what that is. Is somebody saying no to you in the moment they're not saying notice something you're talking about. So a lot of objections handling people talk about her coming back with a something like, uh, we already worked with someone. Oh, that's really one of, you know, the Here's what we need to overcome about that, what we need to talk about. If you were working with someone, is, did you know that you're you per person you're working with is probably X y Z or most people have partners, but they don't understand that. Nobody who you're talking to is dismissing. You want to hear that stuff? They're not in a position to hear it. You know, traditional sales would say, Hey, overcome their unwillingness to listen to you would just persistence and energy. That's really bad for developing relationship. And, yeah, you can push through that. But if you're dealing with a high value person, they're probably going to go like this person is not listening to me. They're an idiot, and they just hang up the phone. If you call back, I wouldn't listen, either. Eventually, you maybe wear them down or you would simply they would tell you never to call back or something like this. What I'm talking about in terms of dismissals is there. They're saying no to having a conversation with you in the moment. They're not saying no to anything that has any riel tangible, reasonable logic to it. So saying we're working with someone already. It doesn't really make any sense necessarily because you're not even talking with them about seriously working together yet. So you and I listen to that. Both know that you, if you have a cell phone like if you have an iPhone and someone tries to sell you another iPhone Oh, another phone period, you might say. You know what? I've already got a phone. I don't want to hear this, but if somebody came along with a phone that was 100 times better for 1/5 of the price of your iPhone, I said, Literally, This phone will change your tyres for you. It'll do your taxes. You can talk into it. It will find you a girlfriend or a boyfriend. It actually does do all of these things. I can demonstrate it and actually had only cost $200. You would be an idiot not to take that deal if such a thing existed. Saying I already have a phone would not be solution because it's not dealing with any logical components. Yeah, I already have a phone. Well, we're not talking about a phone anymore. We're talking about something that only makes phone calls, in addition to solving all of your life's problems. So you see how, like sometimes you'll hear salespeople talking, Maybe you've dealt with this yourself where you'll you'll wonder. Strangely, why did someone say you know this is a logical thing. At the beginning of a call, I said, Do you? You know, I want to talk about your email program and they said, We already have a partner and you said, Oh, that's interesting. I did my research, I didn't see a partner and then they go, Oh, actually, we don't have a partner. Why did they say they had a partner at first? It's because they're saying no to you in the moment. So a dismissal is just that. It's refusing to talk to you right then at the moment, it's refusing the conversation. It's refusing someone bothering them. It's refusing the phone call that came in at 10 o'clock. When they have to finish writing emails, there's the dismissal itself has not logical. There's no logical component to it. And like we had talked about frames before by falling into the frame of actually dealing with the logic on the in off the dismissal, you're actually failing to understand what's really happening. So that's what I want you to think about when it comes to dismissals. If you call someone and they get someone, I say now, heading into a meeting, no one answers a phone call when they're having into a meeting. That's ridiculous. Maybe they are busy, which is something you maybe have to listen to. But nobody actually answers phone calls heading into a meeting, so it's not a real thing. So how do you get over a dismissal? It's pretty simple. Stay calm and don't really acknowledge it. So if somebody says I'm heading into a meeting, simply go like, oh, man, sounds busy and then go into your just really quickly into your pitch. Well, sounds busy. I'll be very quick. Here's where I'm calling about. Finish your pitch. We already work with a partner. Wow, that's crazy. A lot of people were a lot of people, I guess. Anyway, I'm calling to talk about Baba Baba block. So this might sound counterintuitive because I said, Listen before what I was talking about when I say listening is actually do listen to what they say but recognize the fact that what you're getting back from them is not necessarily riel objections. They're not hearing you yet. They're not listening to you yet. They don't even understand what you're talking about. Their brain is thinking about two or three things They answer this phone call. Maybe they don't have enough time to, like, actually, really focus on a logical components. These are things that you can respond to by being aloof by being a bit up. Um, we already have a partner. That's fine. Will be your better partner. Maybe you could be polyamorous. I mean, I would even say that to someone on the phone. Maybe you're gonna laugh. Maybe they won't even know what the word polyamorous me and you know what I mean? Date around. Try a couple of email service providers. You know, that kind of stuff is light hearted. It acknowledges what they said, but it doesn't treat it like it's a riel thing. Now that's how I want you to think about it. Keep a positive and detached attitude and demeanor, and you'll overcome all those dismissals. Now, at some point they may say, You know what? I really don't Actually, we don't have an opportunity. Listen to what they say. Those of those reasons of riel reasons are actually something like an objection. So if they say you know what, we're actually in a three year contract for the partner. It would cost us over $100,000 to get out. We don't have the budget or time for it. Right now. That's a real objection that something that you can deal with you can actually go. Well, maybe if there was a way that we could help you do this for free or we can enable with our team you report over so that it wouldn't be so expensive and we would pay for your contract breaking fee if you were to sign with us, would that be something that would maybe be intriguing to you to move forward together? That's an objection. That's you removing the objection. But the dismissal is not riel, okay? They're not listening to you yet, so keep that in mind. It's aloof. It's It's a positive, aloof demeanor that's detached. I'd say like this. Take the third. No. So if somebody dismisses, I'm heading into a meeting and you go, This will only take a second. I just want to talk to and they go. You know what? I actually really don't have time right now. I would say, OK, great. I'll make it super short. I'm just trying to actually know what I can't talk right now. I would OK, my bad. Take it easy. Didn't mean interrupt. I'll send an email. We'll talk later. That's it. Take the third. No. So if they dismiss three times, if they say no three times, take the third. No, but you have to at least get past the 1st 2 I would say if you feel still, take the fourth. No, you know, they take take all three. Keep going when you get the 4th 1 then back off the third or fourth, though I always take the third. Some people think the fourth Think about that, though. Go through at least the 1st 2 But I mean, like, you can't get anything from prospect and you're getting hung up on. But you haven't gotten a qualified no continue to prospect. So think about this. If they say no, can't talk where they hang up on you or something. Don't stop. Just keep going. They don't know you are. They said no to that phone call. Ask yourself these questions. Have I've been heard? OK, Do they know what they're saying? No to? If they don't know what they're saying no to, then you haven't been heard and they can't That's not a qualified no. Always take a qualified no take. Here's why we can't work together. Here's why we can't talk. Here's why this isn't a priority. If they actually give you a real reason. That's fine. Um, see, this is why this is important. It is your job to try and provide value to a prospect, even if your prospect isn't aware and isn't listening to you. You have to overcome those things that is actually the part of the job. There's a lot of prospects that I've dealt with, and this has happened before. Who have said, You know, we're are already working with partners and we're completely satisfied and I said, Wow, that's cool. Are you having any trouble with your partner? And they immediately said, You know what? Actually we are because here a bunch of reasons that we're not getting this from our current partner. Why would they do that? It's because they weren't actually listening or considering the things that I was saying, all it took was one little thing, and this is why it's because there is no silver bullet for overcoming a dismissal for getting through a prospect for them to pay attention. But basically you can help overcome with persistence and that attitude. So I'm going to a meeting. Can I call you later? Sure. What time would be better than actually called him back at that time. Cinema in the email invite right for that time. Take them at their word. Can't Ford can afford to you with a quick link to schedule? A good time to call back. This will only take a moment. Are you the right person? These air easy things to just continue to go through. Um, if so, someone once said to me, I said, I'm looking for the person who would handle the email program And they said, You know, I don't know who that person is and I shot back. Oh, is it your first day that I wasn't going things working out? And I said it in such a way that wasn't condescending, was just funny. And I was like, Oh, that's cool. First day on the job like that and they that aloof attitude, I gotta laugh and I said, Look, I don't know that's in a different department. Go check with this person take them at their word if you were me. Uh, okay, cool. If you were me, where would you go from here? Um, so these were the ones that, uh, that that are these dismissals keeping the aloof attitude, the fun, keeping positive, trying to think of something in the moment. Just go with anything. You know, if that fun, aloof attitude once you work into it, um, you'll actually find yourself very easily overcoming this, getting laughs from prospects and getting referred to the right people or getting real consideration because that's what you're trying to do. You're trying it shed. Snapped them out of their pre programmed get you out of the way, get back to their workday thing to get them to really focus and actually take up second to think about what you're saying. So in the best one I would say is this if there really pushing back on you a couple of times, you can always just laughing. Oh, man, you do not want to talk to be Do you just kind of laugh a little bit and it's gonna disarm them because it sometimes will go. I don't and they'll hang up on you. That's really cool, man. They weren't there for you anyway. You know, sometimes you get people laughed. Local. You know what? I am in between A lot of stuff right now, and you can go. Look, I'll make it easy on you. Here's what I'm trying to do. Just think about it. Is it cool if I call back Weaken set time. I genuinely do not want to harass you. I'm just trying to do my job and find the right person. And I will have valued offer that person. Did you follow up with these kind of things? They're gonna eventually get the point. So that's how you overcome dismissals. 20. Schedule Like A Comedian: All right, How to schedule a meeting? You wouldn't think, uh, setting a meeting deserves its own video, But it does. Turns out, surprise. Lots of sales development reps still have a lot of trouble for some reason, setting meetings with prospects, they think of meeting. I think the meeting is something special or precious. They think like always. I said it. I don't want to touch the prospect again. I don't wanna deal with them too much or be too annoying. Like they approach setting the meeting the same way you know, they would approach like a date with a really attractive person or something like, I don't know. That's immediately the wrong attitude. Listen, you have toe. You can't think about this in terms of setting a meeting. You have to think about it in terms of setting meetings. That should be one off hundreds of meetings you're gonna set, and your mentality is just, Let's get it going. Let's get it rolling. And it needs a small amount of massaging a small amount, though in any more than that, and it's not worth having or not worth doing. You need to have a process, really, for doing this so approach, setting the meeting the same way a comedian would approach it, decide what you're gonna do and then just do it. Just have the process, do the thing, and then move on. Give it your best and detach yourself from the meeting setting process. So as you seem as soon as you receive a bit of interest, this is really where it begins. If you're on a call, if you're if you're reading an email as soon as you receive a bit of interest, I like to call us the judo move. Judo fighters, they wrestle around standing up, and then they feel a little bit of pressure movement from the other party, and they immediately flip to the to the map. They immediately throw the other person. I want you to think about it like this if soon as you get pushback. If somebody says okay, what's Ah with the solution like that work? That's the reason for the meeting. As soon as they have a question back, as soon as they have pushed back back, who are the people you work with? Or tell me a little bit more about the people you work with? great. That's a great idea. You know, I'm actually going through a lot of calls right now, and I would love to set a time to talk with you more about it. But I'm in the middle of doing a lot right now. Let's do this. Let me send you an invite for this Friday. We'll talk about it for 20 minutes. I'll set 30 minutes, but we won't take all that time and we can go from there. I'll share some things and irrelevant with you bank. The meeting is set any type of little bit of pushback where they're asking a little bit, or there's anything that that is pulling you in to know more. That's when you set the meeting. You, you pull them back and you set the meeting. Um, just it's pretty simple because some people think it's better to actually answer the question right on the phone. But truly it is better to set the meeting, and the reason for that is that you could doom or with that time you're always going to be fighting the clock and the unknown and these kinds of things in that first cold call. The second part is that it actually changes the psychology of the prospects important to understand. But setting a meeting with you from them is an active commission. They're actually invoking what Robert Child even calls the commitment and consistency principle. So they're setting meetings there, thinking about moving forward with you already that meet the thing they wanted to know from you, carried them into committing to a meeting from you. It actually is important to understand this, and it always in better is always better to have it than not have. It is the way that I think about because you have more room to play there. It's a more set schedule. You can actually do a little bit before the meeting. Do more research now you know you have. They have some investment in you, so you can your time Investing in them is not wasted because you know you have something later, so again, stay positive and follow up with something memorable. For example, I set a meeting with the brand the Children's place, with a guy named Nino. You might be able to look him up. He's still there on Lincoln, and what I discovered was that after I set the meeting with him that he actually really likes New Jersey wines. I had no idea there was such a thing as New Jersey wind. So when I said I'm a meeting invite, I said, Brendan and Nino talk about wines. You're talking about New Jersey wines and he immediately accepted. He got to the meeting day and he was like, What is this about New Jersey wines? And I explained to him how I found it, and he went on for the 1st 10 minutes of the call, talking about New Jersey wines. That's a lot of report that I gathered very quickly. You could send things just some examples, like we'll talk about mobile marketing and why Chicago Pizza is better looking forward to chatting with you about the secrets of getting backstage and imagine dragons thes air, all things I've used before. If you're really good at this, you can actually forward an invite to someone without even having a conversation with them and get them to accept it. Talking about how to get backstage who had imagine dragons is something that I sent with CEO of a company and they accepted it because they loved. Imagine dragons. I saw it from their Twitter, and I had along with it, sent a photo of me backstage and imagine dragons on stage. They said, I'll accept this and we talked only for a few minutes. They wanted here to just how that happened. And I said, I all I want to know is the person to speak with at your company about this. And he immediately referred me at the end of the meeting, and I got that meeting because, of course I did. It was the CIA. It was the CEO, so but what you really want to talk about in the emails? A secondary thing, so you'll have an agenda. You'll have this point, but the main point is the fun, cool thing that you want to talk about That's exciting for the person you're reaching out to. And if it doesn't work because it sounds strange or non professional or stuffy, those are people who want to deal with. Anyway. Your job is to have fun and they want to have fun, and people who don't want to have fun is nobody. You want to work with your in the wrong industry. If you if that's the case. No, I said something that relieves pressure so you don't want toe take time from their schedule . You wanna have an open feeling, and so something that I send is, uh, feel free to move this to fit your schedule. I'm gonna ford some documentation beforehand If you decide to change your mind. No big deal. Go ahead and cancel a meeting. Fine with me. So, I mean, a couple of reasons we'll call it even. And that's fine. I would even send a picture of me giving thumbs up these air all fun things to include, Thank them for the qualities and things you want them to have her do. This is a big idea. It's called shaping in psychology. And it's important, especially when it comes to these meetings. Because, as I said, they already have committed an active commission into ah process to meet with you. That's commitment and consistency. So if you want to, uh, this is where the lessons from stand up coming by the way, so you can you can actually reward an audience for Hawaii. You want them to be and watch them become it. So a really appreciate you being open minded. Really appreciate you, considering all the options really appreciate you considering potentially another person toe work with, even if it doesn't work out. I appreciate you being open minded, that kind of stuff. You're rewarding them for qualities you want them to have. Can't thank you enough for considering us. Nobody really considered you yet. But you can say that and that them reading it and accepting it is a tacit act of commitment and consistency. They become the kind of person you want them to be. You can also refer back to things you talked about. The improve is called man. How crazy was that day that you have? That was amazing. I'm glad you were able to fight for some time and that, you know, you thought what I was calling about was valuable enough to give it to me. That's a lot right there. I would say that right at the beginning of a phone call, and it says a lot of really powerful things very quickly. It's a call back anchored in the conversation that we had earlier and reinforce that I was someone they were willing to spend time on. and then we moved quickly passed it. They can't disagree with this stuff because they're clearly in the meeting. They have to leave right down if they didn't believe it. So here's what I want you to. Dio, um I want you to take three prospects of yours right now and think of two reasons why you should meet with them outside of a sales conversation. Take three of them, coupled with two reasons for each. That six altogether, just outside of sales conversation. Why would you talk to them if you don't know that you don't know them well enough to actually prospect them. Well, you need to understand is that at a certain level of the game in life, transactional relationships are actually less valuable because you can have relationships that deliver more. So 100 times a day, the people who you're trying these three prospects are getting hit up by different people trying to get them some of their time. I check out my thing, it could have value for you. What you want to do is approach potential connections in a different way. Not only could we work together, but outside of that I'm a cool guy. And I will teach you how to get backstage and imagine dragons. We're gonna talk about the things that you love the most, and we'll talk about a way to actually solve your business. Millions of dollars. So this is what you should do. Sit down. Think about your prospects. Think about two reasons. You should talk to them outside off. Just a transactional business conversation. Maybe you do it. Maybe you don't, But you should at least think about it. 21. Persistence & Commitment: Hey, guys, this is the final lesson of this cold calling. Like a comedian coaching course. It's a lot of sees Perry, a literal tive. Well, I am a creative writing minor. After all. Here's what I wanted to talk about in this last bit persistence and commitment. This is how you go from good to great. So in this course we talked about a lot of things. We talk about dismissals. We talked about how comedians handle hecklers. We've talked about how to handle this missiles, which is the same thing twice. Oh, boy, we talked about a lot of things in this course how to structure your day, how to do calls, how toe deal with with bits rather than just with with with talk tracks and scripts and things like this. How to be valuable to other people. But here's the thing. Making a real commitment to what it is you're doing shifts the way you're doing it from one place to another. So committing to being someone who is valuable is high value, is open to connecting with others and is open to making things happen and has their head in the game. Is that who you are not what you dio. It shifts your identity. And it's important for you to do that, because when you become that new person and you make a commitment to doing that every day you will see things changing in your life. Very powerful. E. You'll see your calls changing. You'll see the way you're on the phone changing. You'll change the way you even look forward to phone calls. Because if you have fun and you commit to being persistently fun on the phone, you will have fun and people will have fun with you and then they wanna work with you and you create a really powerful environment. I mean, if you change the way you are in relationship to others, it's very powerful. Instead of being on the guy who's calling you for a meeting, changing yourself to, I'm the guy who's going to be meeting with you. That means you're changing over time to being with them. Do you understand? You're not just calling. Hey, can you have a meeting? Hate. I want to talk to you. You're letting them know, even Hey, I'm the guy who's eventually meeting with you. Also, I'm letting me know I'm the guy who is eventually meeting with you commitment both on a value prop and a desire to have a conversation I have something worth talking about. This is a joke worth telling on stage. You have to believe in those things and really commit to them yourself. And when you do, you will see things changing around you. This doesn't mean being committed to an outcome necessarily. It doesn't mean being committed to pursuing the outcome and Onley letting go of the outcome . If something is really powerful telling you it's not right anymore. So if someone says to you on the phone, listen, we cannot work together because my company doesn't do what you are offering value in that's fine. You don't have to continue pursuing them. In fact, it's probably not worth your time at all. But if you like them and they're a fun person, just let him know. Hey, I'm still calling you because it's fun. I've developed relationships with people in the sales setting where I've been calling the prospect, um, that have continued even today because I really enjoyed talking with him and I'm not trying to sell him something, but they bought into who I am, and that's the first step and you selling something to them. So think about that. Commit to who? You are committed to winning and you're cold calls. Commit to the course that you just watched and the lessons that you're taking from it and take them on and have success in your cold calling life organ onstage and tell jokes it's up to you and I would encourage you to do both. Take it easy.