How to Master the Skill of Sales | Bryan Guerra | Skillshare
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13 Lessons (43m)
    • 1. How to Master the Skill of Sales

    • 2. Why Customers Buy

    • 3. Find Out What People Want

    • 4. Why Most Salesman Fail

    • 5. Common Sales Myths

    • 6. Master Selling

    • 7. Release Your Attachments

    • 8. The Secret of Silence

    • 9. What You Sell

    • 10. What Not to Accept

    • 11. Why Customers Do Not Buy

    • 12. Incentive Based Pricing

    • 13. Sales Project

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About This Class

Learning sales is a crucial skill for everyone to learn. It doesn’t matter who you are and what your situation is.

This course will obviously help you master the skill of sales (in the generic sense), but the truth is we’re all salesmen.

For example, you sell your friends on being friends with you everyday. You sell your followers on social media why they should keep following you. You sell strangers on how to perceive you based on the clothes you choose to wear….and I could go on and on.


The point is, we’re all in the sales game.

And these skills are just as translatable if you want to grow your social media following for example, as they are if you want to take a potential lead into a paying customers.


So, more specifically, by the end of this course you’ll understand how to successfully take a lead into a customer using the sales processes of today. You’ll also learn innovative sales skills that will help you pre-qualify customers so you don’t have to waste your time on people that will never be one.

We’ll also cover how to interact with people and build their trust, which is crucial to selling anything. And you’ll understand why a good sales person does not sell with persuasion or manipulation, but rather by listening and diagnosing if their product or service is a good fit for someone.


This course is perfect for beginners, intermediates, an advanced students alike. If you've never learned anything about sales before, you'll learn a lot practical tips that will help you improve drastically. And if you're already familiar with some sales techniques, there will certainly be some things in here that can sharpen your metaphorical “sales” sword and add extra tools to your tool belt.


In this course, specifically, will cover concepts that will increase your ability not just to sell more, but also help the people you do sell drastically.

Meet Your Teacher

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Bryan Guerra

I Help People Start Home Businesses


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1. How to Master the Skill of Sales: Welcome to how to master the skill of sales. Now, learning sales is a crucial skill for everyone to learn. It doesn't matter who you are. And honestly, if you even think that you sell anything or need this. Now this course will obviously help you master the skill of salesmanship in the generic sense. And I'll elaborate on that a little bit more here in a second. But the truth is we're all honestly salesmen. Some are just better than others and some Honestly are more conscious of it. You sell your friends on being your friends every day. You sell your followers on social media. You know why they should keep following you and why you have an exciting life. For example, you sell strangers on the street or in a parking lot, or in a store on how to perceive you based on the clothes that you choose to wear. And the list goes on and on. I could go on and on and on. The point is, we're all on the sales game. And these skills are just as translatable if you want to grow your social media following, for example, as they are if you want to take a potential lead into a paying customer. So more specifically, by the end of this training right here, you'll understand how to successfully take that lead obviously into a customer using the sales processes of today that are actually proven to work. You'll also want an innovative sales skills that will help you pre-qualify customers. So you don't have to waste your time on people. That will never be one. We'll also cover how to interact with people and build their trust, which is crucial to selling anybody. And you'll understand why a good salesman does not actually, contrary to popular belief, does not actually sell with persuasion and fast talking and manipulation, but rather they sell by listening and actually diagnosing whether their product or service is even a good fit for that person and then just matching up with the people that are right. Now, this course is perfect for beginners. It's perfect for intermediates and it's perfect for advanced students alike. If you've never learned anything about sales before, well, then you're in the right place because you'll learn a lot of practical tips that will help you improve your sales game drastically. And if you're already familiar with the sales game and you already have some sales techniques. Well, there will certainly be some things in here that can sharpen your metaphorical sales sword and add extra tools to your tool belt. In this course specifically, we're going to cover 11 separate concepts that will increase your ability to not just sell more, but also to actually help the people that you do sell even more drastically. And by the end of this short course, you'll be able to do all of these things and judge exactly where you are in your own sales process, specifically, whether you're a complete beginner or more advanced. And you'll have an actionable plan on how to get better via our project at the end. So without further ado, let's jump in. 2. Why Customers Buy: Alright, so we're gonna talk about why people buy anything. Most people think that the economy and your ability to sell something is based off of supply and demand. People have this idea that people and businesses consume random things. And the number one way to sell more and get more customers is to become a master salesman. Know how to people, you know how to push people's hot buttons. You hear this all the time. We've gotta get better at sales. If you struggle here, if you need to make more money with your business, then you need to get better at sales. But in reality, most people's daily life is actually more so like this. They have a current sense of self and identity, right? That's their current self. And they obviously have a sense of a future self and the desired self and where they want to be, right? And every single decision, action and purchase that they make is in literally accordance from going to where they are now, into where they want to be, right there, current self, into their desired self. It's to literally bridge that gap. Every single day they wake up and they're simply trying to bridge that gap between the two. And the gap between the two is literally what creates all the desire and all the demand in the marketplace. That's the economy, okay, people wake up every single day and they buy things in order to go from where their current situation is, into their desired situation and their current self to their desired self. Okay? And that is, I hit home because it's one of the most crucial business lessons, the most crucial sales lessons that you can learn in any arena. Most people think that the economy is based on supply and demand, like I touched on. But actually the economy is built on literally just people waking up and tried to buy a version of their desired self. And most people also think that the number one way to sell more is to become a master salesman or a master copywriter. But really the number one way to sell is to simply figure out what people want and what the who and who they're trying to become. And then sell them something that helps them solve their problem or get there faster. 3. Find Out What People Want: So most people go out into the market and they look at what other people are selling. And then they think like, Hmm, which one of these should I sell? But you don't want to go out into the market and look for what other people are selling and decide on based on that one, which based on your competitors, which one you should sell, right? That's a completely flawed way of thinking. Instead, you want to find out what people want currently, your target market, right? What do they want? And then sell that to them. Keep it simple. This is literally one of the simplest ways to approach a business and sales, but it's the most effective. Okay, another little key tip is that you don't want to try to sell everything to everyone. Okay? Now I tried to do this in the beginning. I tried to sell a number in a number of different niches. I tried to sell a number of different products and services and that was a huge mistake because you can never really master in issue or market. And instead what you actually want to do is you want to pick a specific niche or pick a specific target market, and then do relentless research into that market and master it. That's how you're actually going to get real results quickly. Remember, the man who chases two rabbits actually catches not okay, so don't try to be a jack of all trades. So don't try to guess. Instead, go to the market and simply ask, okay, Go ask them what they want. Go ask them what their problems are. Go observe them and see what their desire seemed to be. All of this starts with going to the actual market. Not sitting in your house, not speculating, not coming up with ideas in your own head about what you, I think that they want. You need to go to them and observe them. Go to them and ask. And then you want to create a product or service that directly solve their problems or helps them achieve their desires, okay? And this is the process. If you follow it, it's full proof, okay? You can sell anything with ease this way. But if you don't do this and if you try to come up with a product or service that you think people want and you think is cool. Well then obviously you're going to struggle. And you're going to struggle significantly. Because even a bad salesmen can sell a lot more of a product at the market already once, then a great salesman can sell of a product at the market, doesn't want. All you really need to understand about sales is find out what the market wants and then sell it to them. Okay? Don't create something and then try to convince people that they needed or wanted. Instead, find out what they need, find out what they want, and then create something to fill that gap. Okay, this is the master sales formula. Follow it and you will succeed. 4. Why Most Salesman Fail: Now the main reason that a lot of new salesman fail and a lot of new entrepreneurs fail is because, because like we just touched on, they come up with ideas that they think are cool. They blindly follow their passion, okay? They come up with ideas that they think other people want. But all of those ways of thinking are flawed from the start because they're all assumptions and they all start based out on you, not the customer. You see, you are not your only customer. You are not the only person that's going to be buying your product or your service. And so it's not about what you want, it's not about what you think is cool. And it's not about following your passion. It's simply about finding out what the market wants and what the market's desires are. The truth is that even the best salesman cannot create desire for a product, okay? They can only take desire that already exists and focus it in a specific direction on a specific product or service. Okay? A good copywriter or a good salesman's task is not to create desire. It's simply to channel indirect desire onto a product or a service. Okay? For example, a recipe for failure, right? Is to come up with an idea that you think people want and then try to convince them that they want it. But on the other hand, a recipe for success is to simply find out what people want and then sell it to them. It'll be a lot more easier for you this way. So don't fight the market. You'll have a lot less friction and you'll sell a lot easier. Don't guess. Instead asks the market, observe the market and get direct feedback from them, then create your products and services and your sales pitches around that. 5. Common Sales Myths: Some common myths about sales are that salesmen are born and they're not made. But the truth is that anybody can get better at selling and understanding buyer psychology. It's actually pretty simple. And this is something that really kinda discourages people when they get into it and they get started because they think that they're not a good salesman, right? But realized that salesmen are created, they're not born. A lot of people will say like, I'm not a good salesman. And so I'll be like, All right, well, how many sales calls have you done? How many sales funnels have you created or recorded? How many sales videos have you actually gone through and recorded whether it's face-to-face or online. Right? And the point is here that the majority of those people kind of, they don't go through the process and enough, right? They haven't created themselves as salesmen. Okay. They think that they're just going to slaps up some sales video or make a few sales calls without ever having to practice and just inherently be a natural. Now some people that might be true for the majority people, it isn't okay. Now, however, your motive selling, you probably haven't done it a lot if you think that, you know, you're not a good salesman yet, that's just the truth. It's a numbers game, okay? You probably have an optimized your sales pitch a lot. You probably haven't looked at it from your customer's perspective, et cetera, et cetera. So the point here is that salesmen aren't born, they're made and anybody can get good at it with enough practice. Okay? Now, the second myth about sales is that sales is only for loud talking, fast talking, and extroverted people. But again, this is not true. You don't have to be some pushy salesman. You can be introverted, you can be quiet, you can be calm and you can be collected. If big, if here, if you know what your buyer wants in, if you can communicate it to them and understand their desires and pain points. It's not about being pushy, it's about understanding the buyer, okay? Now in the last lecture, we covered the market, right? Going to the market, understanding their problems. And if you know all that stuff than you are and you're super introverted, you're still going to be a great salesman. That stuff is important. Being pushy and extroverted is not okay. Sales is not just for aloud, fast talking extroverted paper people. It doesn't matter if you're allowed, it doesn't matter if you stutter from time to time and it doesn't matter if you're fast talking or extroverted. If you're introverted, quiet, quiet, and calm, you can still be great at sales as well, okay? So no matter how your demeanor is, if you know your customer and your target markets pain points and you position your product or service as the solution. You can communicate that effectively and they will then obviously by okay. Now the third myth about sales is that you need to follow up, follow up, follow up, and then follow up some more. We hear this all the time. And if you listen to any number of top salesman, We're dive into any of the top sales material or sales books. You'll see this a lot and I get it. Okay. I totally get it. You should be following up, especially if there's missed sales there. It's kind of like the low hanging fruit. And especially if people have demonstrated clear interest. Okay. That said The money is not always in the follow-up. I think that that's kind of a flawed approach that most new salesmen assume in our top right. The truth is, if you learn to sell better from the start by understanding your market better, and then obviously relating your message to them via your product or service better than you won't need as much follow-up because you'll simply sell them the first time. So those are some common myths about sales. 6. Master Selling: So one of the simplest and easiest ways that you can become great at sales is to continuously work on sales, right? It's just consistent reps at the end of the day, keep it simple. So if you're selling on the phone, then the simplest way to get better is to sell on the phone, right? Because practice optimization and more practice and more optimization will make you create an anything, especially if sit in sales, right? If you're selling in person, for example, or maybe if you're selling online, it doesn't matter. It's the same exact thing. Okay. You need to practice, you need to optimize, and then you need to get feedback from your customers and then obviously practice and optimize more. It's a continuous process. The optimization, it doesn't matter how you're sounding should never end, okay? Now if you feel like you're too shy to start by throwing yourself into like the metaphorical fire and jumping on a sales call or recording a sales pitch or whatever it is, then what you can do is you can find another sales partner. This work super effectively and work on your sales scripts or sales pitches together. Because chances are there's a lot of other beginners out there that are willing to work and practice with you. And you can both grow together, okay? So for example, one of you would obviously play the buyer and then the other one will play the seller. Okay. And you'd go through your sales process and you'd work through the pitch, and then they'd give you some feedback, right? And then rinse, repeat, and you'd switch roles and obviously do it the reverse way, right? You're helping each other, okay? And then simply rinse, repeat, and recycle this process until you get a little bit more comfortable. And you know, you really want to start by really testing your pitch in real life, okay? And if you're not that confident yet and you need to work up with practicing to the real thing, that's totally fine. You know, I didn't personally start that way. I kinda threw myself in the metaphorical fire, but I know a lot of good salesman that hat, okay? Now, obviously you're going to get better at results practicing with a real thing and a real customer. But this is kind of a way that is recommended that you can get started right from the get-go if you want now and start improving. Okay? Another thing is if you come up with the 10 most common objections that you think your customers are going to have. And that number can change as well. Like it doesn't have to be 10, it could be five, it could be 20, whatever. But just come up with some of the most common objections that you think your customer is going to have. And then what you wanna do is you want to figure out ways to handle those objections, right? Figuring out ways to respond and give information and move past that objection. Okay. Because we it doesn't matter what your product or service is. Put yourself in the buyer's shoes because the majority of people are usually caught up or tripped up by one or two common, common objections. All right. So you think it's going to be price, right? What do you think they're common objections gonna be? You know, are you expecting that if its price and if so, how to like, how should we move past it, right? Is it going to be like the time that they have to invest in your product? Is it going to be, I don't know, the competitor's product than their price, or is it going to be a bunch of different objections? And these are all just spit balling off the top of my mind. It's going to depend on what your product or service is, what market you're in, et cetera, et cetera. But put yourself in the customer's shoes, come up with potential objections that you think they're going to have ahead of time and then come up with great ways to handle those objections so that you're prepared. Okay. Write down all the objections, write down how you would handle those objections and then practice handling them with your partner or recording yourself in a sales script, okay? And this will help you not get caught up and stumped when buyers do object because believe me, they will. Okay. And most people most salespeople actually aren't as bad of salesmen as they think they are. They simply get caught up and they simply struggle with just a few common objections. So diagnose them ahead of time. Or even if you hop on a sales process and you get an objection a lot, write it down, figure out a way to handle it, and you'll be better prepared next time. Okay? So moral of the story is if you can diagnose what those things are ahead of time and come up with mass or solutions. Well, you'll never ever struggle to sell. The next thing that you can do is obviously record your sales calls and listened to them for feedback on what you're doing right? And what you're doing wrong, okay, for example, what terminology does your prospect use frequently, right? What words that you speak seem to elicit their interest. Which ones seem to turn your prospect off every single time you say them, et cetera, right? Write these things down, write out, write down what speaks to you and what you seem to notice, and then obviously optimize from there. Again, practice makes perfect. Okay, so moral of the story is practice, practice, practice. Be prepared and you'll master it. 7. Release Your Attachments: I want you to release your attachment to the sale. If you can't sell someone, It's all right. Okay. Also, remember some times that you honestly might not want to sell someone if your product or service, for example, doesn't solve their problem, or if you can't help them, then you obviously don't want to sell them. And this is counter-intuitive to what most salesmen will tell you. Contrary to popular belief, you don't want to sell everyone. Imagine for a second that you're in a doctor's office, okay. Now, imagine that you walk in there and the first thing that the doctor says to you is, Hey, I've got this new drug and it's amazing. You should really take it. It'll solve all your problems and it will improve your life. Tenex. How are you going to react to that? I mean, really think about it because honestly, this is the way that most salesman sound these days, both on and offline. And this is exactly how most people sell their products online and offline as well. You know, these days to now in that situation, a normal person's reaction is going to be something like, whoa, like, wait, what like what are these? You know, how do you know I need to take these, what is it again? And honestly, they're going to think that that that that doctor is just trying to pitch them some drugs so that they can potentially earn a commission, make money for selling it or something along those lines, right. But the point is you're not going to trust that Dr. very much. And in the medical profession, specifically, a prescription before a diagnosis is actually considered unethical and it's considered male practice. Okay? So you really need to think about these things and this kind of, you know, euphemism when you're selling in your own business, right? So if a doctor to prescribe you something without diagnosing you and without finding what's wrong with you will then they would lose their job. They might even end up going to jail. And honestly, something much worse could happen to you because who knows how your body is actually going to react to this and something that it doesn't need. And just like I just kind of hinted towards, the same exact approach should be considered in sales. You don't need to sell everybody and nor should you even want to write. You should always look to first diagnosed by seeing what the prospect's pain points are, what they need, what their current situation is like, you know what their desired situation is like an a number of other factors. And then when you know your product or service can help the prospect, and only then should you prescribe it to them or try to sell them. And if you can't help them, then again, you don't want to sell them. Just let them go and wish them well. Honestly, by thinking this way, you'll instantly become a much better salesmen because you'll release your attachment to the sale and your prospects will feel that right. Nobody wants to be sold. But people do love TBI. We've all come in contact, for example, would like that nice salesman and you can kinda just feel that energy. But by thinking this new way about diagnosing first and then only prescribing if it's a good fit, you'll release your attachments of the sale and it will do wonders for your ability to sell prospects and also your honestly help a lot more people throughout that process too. You don't want to have an attachment to selling your product or service and you definitely don't want to think that you have to sell everybody because that puts added pressure on YouTube. So to recap, you want to first diagnose their issues. And only after you diagnose their issue and your product or service can actually help them. Do you want to then sell them? Don't be like the male practice doctor in this example that's diagnosed, that's not diagnosing people first before actually prescribing them, right? Release your attachment to every single sale. Instead, attach yourself to a proper diagnosis only and then sell if they're diagnosed properly, okay? And if you can't help somebody, contrary to popular belief and what you hear in sales books. Don't try too. 8. The Secret of Silence: Silence is a secret weapon. And in this lecture we're going to cover the secret of silence and how you can use it to your advantage to sell more. Now silence can be a powerful tool and selling and silence can be your best friend in a sales pitch. And when you ask a question, the best thing that then do is use silence. Okay? So when you ask a question, shut up afterwards, okay. That means don't speak until the client answers. Don't cave in and say something. If they don't answer right away, don't let them off the hook after you asked him a question by giving some roundabout answer that doesn't actually answer the question that you just asked. We're going to cover some scenarios here in a second that are gonna kinda tackle this for you. So you understand that a little bit better, but just understand that the key point is that when you ask a question, shut up afterwards and let them answer, this is going to be huge for you in the process, okay? Now remember you're diagnosing their situation so that you can figure out if you can help them or not. And that means that you need them to answer your question. And silence is the best way to achieve that, okay, after you ask it, now, here's one of the principles that we all here, right? And this rings true after you ask the question, okay? It's not necessarily, you know, before the question, it's after the question and we've all heard this. It's he who speaks first loses. It's a common phrase that you hear a lot in sales. He, he, he who speaks first loses. But the truth is, while that's true, nobody actually really applies it correctly. Okay, so here's some possible scenarios that you might face in a situation and how silence can apply to them. Now, in this specific possible scenario, you're going to ask, how much money are you making this month to the prospect, okay? And maybe they say nothing. There's just silence. So the typical unexperienced salesperson and even the very experienced salesperson are literally going to start saying something when there's that silence because silences uncomfortable, right? But you must learn to use silence, okay? He who speaks first loses, loses. And in this specific situation, you must wait until they speak or until they answer. Okay? It doesn't matter if it takes them ten seconds or if it takes them ten minutes. Your goal is to ask a question and then go silent. Now another possible scenario that you might ask is, how much money are you making this month? And in this situation, maybe the prospect says something like, Well, you know, I'm not really sure. It kinda depends month, a month and I don't really keep track in this situation. You obviously need to then re-ask the question until you get the answer. You're looking for. A lot of people, especially if you ask them a question like this, are going to try to dodge the deflection. Dodge the question and deflect, right? They're not going to immediately answer and be fully comfortable answering a question like this and that's totally understandable. And so it's your job to literally get the information out of them so that you can figure out if you can help them, okay? Now from a sleazy or manipulative standpoint, because remember we just said that your goal is to diagnose their situation so that you can figure out if you can help them or not with your product or service. And that means that you need to convey to them that you need to understand their answers and you need them to answer your question, Okay? Because otherwise you can't figure it out if you can help them or not. So again, in this situation right here, where they kinda deflect and you you, you need to re-ask the question basically, ok. And then once you ask the question. Again, then go silent. Okay, let them answer. Okay? And this is obviously designed to keep you in the power position so that you can sell them and hit their pain point home, which is absolutely crucial as well. But that's the secondary kind of consequence of it. Okay. The main thing is to ask the question, let them sit with their pain, get the information that you require so you can figure out if you can diagnose them. Okay. And it obviously gives you more information and that's going to be vital to the sale because with more information, you'll be able to figure out how you can help them more, OK? And now a typical example of a bad response in that specific situation is just letting it go right? Like, oh, all right. Okay. Let's move on. And then what is your end? Moving on to the next question. Okay. And then in that situation, you didn't get the information that you wanted and that you needed that are crucial to the sale. Okay? This is what a lot of people do when they don't get a proper answer to a question. The first step is understanding science, okay? And the next step is understanding when a prospect is the flapping. So for example, let's say that you ask, how much money are you making this month? And the prospect says, Well, I'm really not sure. It kinda depends, month, month, a month. And again, I don't really keep track, right? You might think like, okay, yeah, I like that logically makes sense. Let's move on to the next question, but that's a bad response because the prospects still didn't give you the answer that you're looking for with that information, right. And you're not yet able to diagnose and help them or not, a good response to this. On the contrary, it would be like, okay, I understand, like profit can fluctuate month a month. I totally get that it does in my business as well. But I really need to know like your best estimate of what you think that you make month a month because I need to get an idea of what your current situation is like so that I can make sure that I can even help you. And then again, after you say something like that, shut up, go silent. Okay. Do not say anything until they answer. That's a good example of how to handle it. Also, some key things to remember here are to let people finish their sentences and never speak over them. That means that even if they go off on tangents, even if they go all over the place and even if they give a long-winded answer that's like not really coherent are making a lot of sense. You need to let them finish. Okay? I'ts do this as well. Okay. Even if they're all over the place, never never cut them off. Okay. I used to do this on sales calls all the time and it was a huge mistake. Let them finish their thoughts fully because that will give you the most information about what their current mindset is and what their current situation is like as well. Okay. Let them finish their thoughts fully and most importantly, and this is something I also didn't understand when I used to do this. Give them the opportunity to sit with their pain so that they can trigger their own pain points, right? Sounds also allows your prospect to think and start speaking themselves when you go silent, okay? If you keep talking and you don't give them the opportunity to process and think through this information, well, then you're not giving space to kind of move into the buying process. Now, you're coming from the position of knowing about this product, service, niche, or industry, right? And obviously they might not have as clear of an understanding and in fact, most, in most chances they honestly won't, right? You're selling them, they're not going to understand your product, your service, or that niche or industry as well as you probably do, right? And so they might be thinking and processing a lot of things during these sales pitches where it might just come naturally to you. You need to give them an opportunity and the space to think and start speaking. Okay, obviously that will then give you central clues as to where their mindset and their current situation is like, and then you can go about helping them, okay? Now, silence also makes a prospect worry that their answers are not good enough and that maybe you might not take them on as a client, right? It really reverses the poles of that. Okay? And what that does is it flips the perspective from them thinking like all your trying to do is sell them to them being the troubled one, right? And you being the person that's actually going to solve their troubles for them, not the person that's just trying to sell them. Also, whatever you do, do not solve their problems and their pain points on the sales call or in the sales video or in person. Okay. You were not within the sales pitch to solve their problems. You are there to diagnose their situation and find out if they're a good fit for your product or service. So when the prospect states their situation, their problem or their pain point, Don't jump on that as an opportunity to speak or solve anything, okay. Instead, simply acknowledge that you heard it and simply acknowledge that you understand them by saying, Okay, now, another thing is when your prospect does have a problem and when you ask a question that obviously brings that problem up, there's going to be pain, right. And that's a strong motion attached to their pain points. So you do not want to solve their problem because they will no longer than feel their pain and they will no longer be a buyer for your product or service. Okay. Let them sit with their pain so that they become more likely to buy. Remember, you are not within the sales pitch to solve their problems. You are there to diagnose their situation and find out if they're a good fit for your product or service. So that's how you use the secret of silence and that's how you move past deflecting questions. 9. What You Sell: Now I want to touch on the fact that you're not selling, what you think you're selling. So what do I mean by that? Well, put simply, you're not selling things, right? You're not selling your product. You're not selling your service, okay? You might think that you are, but what you're actually selling is a different future. Truly masterful salesman don't sell things. They sell futures. If you're trying to sell a thing, you're going to struggle. If you're trying to sell a product or service, you're going to struggle, right? Because then you're talking about the features of it and that's what not what anybody really cares about, okay? But if you then use that thing, that product or service to sell a future idea and a future vision to your prospect, you're going to have a much easier time. The art of selling is to create separation from a prospects agitated state, which is their current situation or their current problem, to a clearly defined desired situation that they obviously want. Okay, Let me repeat that. The art of selling is to create separation. And a great salesmen understands that to create the cell is to create separation from her prospects agitated state. And they're clearly defined current situation to their desired situation and obviously position themselves or their product or their service as the key to actually getting there and minding the gap, your product or service should be bridging that gap from where they are now to where they want to be. So remember, okay, you're not selling your product, whatever that might be, your selling the desired future that your target market once, and then simply positioning your product or service as the vehicle that will get them there. 10. What Not to Accept: So when you're in a sales pitch at the end, obviously when trying to convert prospects into customers. Here's what you should never accept. Do not accept any answer. That is not a yes. Okay. That means that you don't need to necessarily be needy and you don't necessarily need to be pushy, but you need to understand that the absence of a yes or no. Okay. Always remember that. That means that you don't allow somebody to say Can you send me something along the lines, like can you send me over a summary of it or can you send me over the information via e-mail so I can look it over tonight, right? That's not a yes. It doesn't mean that you let them say like, Okay, I need to think about it for a little bit and it doesn't mean that you need to say like, All right, well, how can I get back in touch with you if I decide to move forward with this, again, it doesn't mean that you let them say I need to talk to my spouse or boss or anything like that? Because the absence of a yes. No. Okay. And obviously there's some other examples in there that are very, very similar. I could go on with literally hours of examples here. You're going to hear a variation of that once you do this. But if they tried to deflect, that is major. Okay. I need you need to understand that unless there were like giving you a vehement yes. It's probably a no. Okay. And anything like that and he may be equals and now, anything that is not a direct yes. Isn't know. Okay. I know that I'm hitting this home, but it is important because a lot of people wait on these maybes and then they never sell and they waste a lot of time. Ok. Now a no, if somebody says no to you, that's totally okay. All right. People can say no. That's fine. At least you're getting clarity, right? But, uh, maybe is allowing them to to kinda keep you in limbo. And again, the absence of a yes and no right. Don't waste your time on somebody that's not ready to move forward. And if somebody says it's too expensive, for example, or they don't want it, that's totally fine too, right? Like what we've covered before, contrary to popular belief, you don't need to actually sell every single person that you talk to. Some people are gonna say no, some people are not going to want to, and that's totally fine. Write your goal actually shouldn't even be to sell everybody, right? That's not even a realistic goal or a worthwhile goal. You are in the pitch to diagnose if they're a good fit and if you can help them or not, you can't help everybody and that's just the truth of it. Okay, That's reality. Now, what that means that if a, is that if a prospect does object with something wishy-washy, often it's better to just move forward, count them out, and move on to the next prospect rather than let them, rather than let them take more of your time up and trying to convince them, right? That's never really going to work that well anyway, and honestly, it's just going to waste a lot of your time and create more headaches. So always remember that when you're on the sales pitch, you're there to diagnose if they're a good fit, you know, if you can help them or not, right? And if they say no, that's totally okay. One way or another, ultimately, you're going to have clarity, okay? And it doesn't mean that you need to spend a lot of time trying to convince somebody that's wishy-washy. So either get a yes or considered enough. 11. Why Customers Do Not Buy: So let's really briefly talk about why people don't buy and some of the main reasons that they might not buy from you. What most people are in a state of fine as I like to call it. Right? And they're okay with that fine state. It's not horrible, but it's not great either, okay? And they might have a problem, but honestly, life has been pretty tower will up to this point, even if they're not really where they want to be. And obviously that's most people, right? So the main reason why somebody decides not to buy from you is simple. It's because you failed the show them the seriousness of their situation. Because you failed the trigger enough pain points or it's simply because you fail to position your product or your service as the solution or as the gap to get them from where they are now to where they want to be. You fail to communicate that, you know, like well enough, right? So the moral of the story is, do not let them retreat to find. Always remember that if they retreat to find, it's typically because you did one of these three things, right? So handle these ahead of time and you will sell more. Now if you can preemptively deal with these issues in your pitch and you'll obviously know, you can kind of guess what they are ahead of time. But you obviously know once you go through a few sales pitches and then you can address them then. But if you can preemptively deal with these ahead of time in your, in your pitch, then you'll get more yeses and less nose, okay? And you must be able to make your prospects decide now, they must make a decision one way or another. Both are okay with you, right? The know or the yes. Like we just covered. People will do everything they can to continue to have the option of doing something later or on their own time or down the road if they decide to write the option to potentially do it in the future is usually what just, that's just what most people want, right? And they want to have that option in case they decide to do it in the future. So do not give them that option. Okay. Don't give it to them. Make them understand that a decision needs to happen right now to either move forward or to stay where they are, right? Move forward or stay where they are. Always position it that way and let them decide right again in those fine. But you need to kind of communicate it to this are to them this way, right? Make sure that they understand that decision needs to be made now to either move forward or stay where they are. And that fence sitting in the middle is in nobody's best interest, right? It doesn't help you obviously, and it certainly doesn't help them. And if somebody can't make a decision in the pitch and they said that they need more time to think about it. Remember, what does that mean? The absence of a no or the absence of a yes. We're going to consider a no. Okay. So in that situation, thank them for their time, LET they know that let them know that they're unfortunately isn't the option of taking time to think about it like they want and that you're going to consider them as a no and you're going to mark them down, that they're not going to move forward and that's totally okay. Right. And they're either, you know, you're not saying this to them right here with what I'm about to say. But this is kinda like the mentality that you want to have there, either like hopping on the bus with you or they're not, right? The bus is going to stop. You're driving the bus. You're going to stop, open the door and see if they want to get on. But if they pass on, getting on, the bus is leaving, right? It's not sitting there waiting for them forever. And if they're interested at a later date, they can obviously contact you and get back in touch at the normal price. And obviously you should be using urgency, time, price discounts and a number of other things like adding benefits if they act now in your sales pitch one way or another, urgency is a crucial factor, its sales 101, okay? And the next lecture we're gonna talk about how I use incentive-based pricing to give you an example of urgency. But that's just one example. There's literally, I was gonna say dozens, but there's probably hundreds honestly, right? So regardless of how you're actually selling, you should be using urgency. You should be using time price discounts. We should be adding specific benefits to your prospect if they act now. So you want to give them incentives to decide right now that's sales 101 and you should be using urgency. Okay? So this is some of the common reasons of why people don't buy from you. Let's move on to my technique and strategy for urgency and incentive-based pricing. 12. Incentive Based Pricing: So this is my incentive-based pricing example that I want to cover. And I believe that this is revolutionary. It's really definitely revolutionized the way that I deal with prospects. And I communicate with them. It doesn't matter if it's like email. It doesn't matter if it's over the phone. I don't really sell much over the phone. I used to kinda do consulting calls and then sell a little bit at the end of the consulting call. But don't really do that anymore. Usually with me, it's online VSL or video sales letters. But doesn't matter how you sell, this can be applied in any capacity and it works very well, okay? It's going to help you inspire urgency in your prospects. And you can use this in a number of ways, but I'm just going to give you an example of how I've used it in the past and then you can tailor it to your situation, okay? But I want you to make sure that you only use this once your prospect has gone through the majority of your sales process, okay? Don't use it in the beginning. The big mistake that I see people making is giving your price too early. So only give it when the prospects, when the prospect S4 it, or only give it when you've obviously qualified them and sent them through along define sales funnel or you know, that they're a good fit and their interests that okay? So for example, when they asked for the price, you can say something like, well, the everyday price for this is twenty-five hundred dollars, but I've worked in those who make decisions quickly, always turn out to be the best customers and get the best results. And so for that reason I have what I call incentive-based pricing. And if you make a decision right now on NACA, $1000 off and then it's only 1500 bucks. And then shut up, right. Like just like I let them decide, right. Do not speak, use the secret of silence and let them think about it, okay. Let them sit with the weight of their pain and sit with their decisions so that they can run through all these things in their mind, right? Let them fill that void of silence and eventually let them say something. You do not speak first. 13. Sales Project: Okay, So It's project time now. Now we're going to tangibly measure where you are currently so that you can see firsthand just how much you improve by implementing these tips for your project. Now, this is a crucial step. You must take action and measure. And as we've covered time and again throughout this course, practice makes perfect, especially in sales. The more you practice, the better you will get and the more natural the sales process will become to you. That's why for your project, I want you to record your sales pitch. You don't have to post it anywhere if you feel uncomfortable or if you don't want you, especially if you're a beginner, that's totally fine. Or if you want to, you can post the video and make it private so that only people with the link can see it. There's many ways to actually do that. It doesn't matter what you do. And honestly, the reason I want you to record this is because it doesn't matter how you sell, record yourself doing it. That's how you will get better. What you track, you can improve, okay? So if you sell in person, for example, then pretend the camera that you're speaking to or the phone that you're speaking to is a buyer and sell them with your pitch. Now if you sell online via may be videos or webinars or something like that, then record your screen and run through your sales process. That way. If you sell over the phone, for example, then simply record the audio on your sales call with somebody that you're practicing with. And we've already covered why it's a good idea to get, especially if you're new and, but even if you're not new and you just want to improve in general, it's always a good idea to have a practice partner that you can switch roles with from buyer to seller and kind of role-play. The whole idea behind the project is that you get a baseline of where you are currently. And by recording it, you'll be able to actually see yourself in the sales process, okay? You'll see the good things, the bad things. And that leaves speculation out of it and you know, it leaves assuming out of it. When you go back and look at the recording, you'll see clear points where your struggling and clear points where you can improve. Then implement what you've learned in this course and continue to track your improvement over the weeks and the coming months so that you can see the results for yourself. So I really hope that you enjoyed this course. Make sure to post your results in the course project area. And if you have any questions at all, just let me know. I'd love to help you without love to help you out with it. And with that being said, I really hope you enjoyed the course and I really hope to see you in the next one.