The 4-Step Sales Guide: Part One - The Pre-Sale | NICK SARAEV | Skillshare

The 4-Step Sales Guide: Part One - The Pre-Sale

NICK SARAEV, Body Language, Productivity & Technology

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15 Lessons (1h 1m)
    • 1. Our Course

      2:03
    • 2. Introduction to the Pre-Sale

      2:18
    • 3. Social Value Theory

      4:29
    • 4. Body Language and Vocal Tone for Sales

      4:35
    • 5. Clothing and Appearance for Sales

      4:42
    • 6. Social Proof

      5:09
    • 7. Time Constraints - Time Limits and Artificial Scarcity

      5:54
    • 8. Click funnels

      6:33
    • 9. Our Course Breakdown

      1:48
    • 10. Introduction to the Pre-Sale

      1:42
    • 11. Social Value Theory

      4:01
    • 12. Body Language and Vocal Tone for Sales

      4:19
    • 13. Clothing & Appearance for Sales

      4:01
    • 14. Social Proof

      4:41
    • 15. Time Constraints - Time Limits & Artificial Scarcity

      5:13

About This Class

If you're looking for a practical, high-yield, no-BS approach to making more money in sales, this is the course you want.

Hi, I'm Nick. I'm a behavioral neuroscientist who's worked in sales for the last 6 years.

Let's get straight to the point. Unfortunately for you, the majority of the world has fallen for the feel-good charms of the modern sales "guru". They're successful, motivational, inspiring - and in many cases, completely backwards. 

Instead of focusing on immediately applicable techniques and practical theory, they spend their time and energy making you feel good. Making vague, ambiguous statements like "be yourself" or "believe in your product". Sound familiar?

Don't get me wrong, these look great on paper. But they don't translate into results.

They don't make you more sales.

They don't make you more money.

And they don't actually move your life forward in any real way.

All they do is get you caught up in an emotional hamster wheel that allows you to justify your lack of quantifiable progress by saying "what matters is that I'm trying!"

That's not what I believe in. I believe in numbers, and I believe in success above all else. And I think by the end of our course, you will too.

----

The 4-Step Sales Guide is the culmination of the idea that online courses should cut the fluff and just ​get straight to the point​. 

Me and my partner Soma have over 8 years of face-to-face and online sales experience between us, and with this course we've crammed everything we know into a single, information-packed hour. 

Some of what we say is controversial, debatable, and possibly amoral. And I'm sure we'll be hearing from some of you about it. But you can't argue with results.

Our content is simple and modern, drawing from the latest in economics, neuroscience, and evolutionary psychology. We spent countless hours testing each technique so you don't have to. In The 4-Step Sales Guide, you're going to learn the latest trends in marketing and sales today - click funnels, psychological loops, social proof, time constraints, and ​more.

I'm incredibly excited to get you on board with us. You're about to embark on one of the best decisions of your entire entrepreneurial career. 

Sound too good to be true? Check out our content for yourself.

See you inside :-).

*This is the first course in a four-part series

Transcripts

1. Our Course: your success during a sale, whether it be online or in person depends on four fundamental steps. Step one. Pre interaction. These were the things that you do before the sale even starts. This step depends critically on the principles of social value, time constraints and social proof. Step to the hook. This is like the first sentence of an essay it needs to be emotional while still being empathetic, and it also needs to be concise if you guys want to keep the person around for the rest of your patch. And this is often the part that most people struggle with when they're selling. So is the part that we're gonna be spending the most time on Step three building report during the interaction again, whether it be online or in person. You need to provide a personality that the perspective buyer can identify with, and you also need to build a certain amount of comfort before the sale could proceed. You can do this through humor through empathy, storytelling and a couple of other ways that we're also gonna get into and step for the clothes. This is where you finalize the sale and deal with potential rejections. The step is a massive point of failure for so many people. And in fact, it's such a crucial step that I'm willing to bet most people in the sales industry could probably double their overall clothes right if they just implemented a few of the things that we're gonna tell you here we've split each step into a separate module. The layout of the course is super simple. The first video in each module is usually an introduction. The topic A k. Why you should care. And then the second, the third, Sometimes fourth videos are the various steps involved. And usually the last feed on each module is gonna be on how to apply these things. Specifically the online sales and online marketing scenarios and these represented by my business partner, Shama. We've made sure that each video is on average 2 to 4 minutes long. It's the all essential concepts are concise, and they're also short enough that you guys can watch it like if you're out and about on the bus or something like that. So I'm gonna leave you guys with that for our first module. See you soon 2. Introduction to the Pre-Sale: welcome everybody to the first riel instructional video of the ultimate Four steps sales got This is module one, and the things they're gonna learn here on top of making a better sales person are also going to spill over into a bunch of different areas. Your life and it's true. The same principles that gonna make your pre sale solid will also improve your social life by making you more charismatic. And they'll also help guide the layout and the design of any of your online sales funnels. And that's something my partner, Shoma, who's an expert in online marketing, is gonna talk about at the end of this module. The reason that the pre sale is so important is because it provides the context for the rest of the interaction. Most of this rest on something called social value theory, which is more or less on evolutionary and biological explanation of how human beings communicate. And by utilizing this framework, we can speak to people's most base level desires like attraction, for example, which supersedes any kind of cultural norm and which is very, very powerful from a sales perspective and so similar to that there are a few other tips and tricks that we can implement that speak to the same base level desires and two things that all human beings respond. Teoh, just because of our evolutionary and our biological makeup, are one social proof and to time constraints. Social proof is more or less the implicit validation that a product has value because other people have already purchased it. And it's utilized by the biggest and the most powerful corporations in the world to sell more time constraints or more self explanatory. They provide a sense of both urgency and finality. But both social proof and time constraints come in a number of different forms, which we're gonna get into in this module. Finally, we're gonna provide examples of both face to face and online applications of both of these principles. Now, nailing the pre cell is one of the most important steps anybody can take toe, actually succeeding itself. So you don't get something the first time around. I want you to rewind, play the video again. You go to all the time in the world. Just make sure you understand the concepts here before you move onto the rest the module. Okay, 3. Social Value Theory: Hi there. In this video, we're gonna discuss one of sales, most pivotal concepts and, to be honest, one of life's most pivotal concepts as well, which is social value theory. Now, to understand social value theory is to understand evolutionary psychology. So I want to preface this section with a quick primer on evolution. For those you that aren't acquainted with evolution is the change in the characteristics of a biological population over a very large time scale. That's it. These characteristics can either be physical, like how a species of fish over millions of years can grow these little stubs. That and I'm turning in the legs. But these characteristics can also be Nero biological, a k a. Your actual brain structures can change over successive generations to prioritize different things that lead to higher likelihood of survival. If we look at the specifically in terms of the human population, you'll see that there's several things the human brain evolved for back when he lived in the African savannas and back when we hunted in tribes. And one of these things is an in depth understanding of social hierarchy, a k a. The ability to into it more or less the amount of power or value that an individual has in a given group. We have all for this because the people that were better able to understand the social hierarchy often lived much longer, and there are also able to pass their genes on to the next generation is the principle of natural selection. And we've all heard the saying survival of the fittest. But you can think of this more like survival of the coolest. There's several ways that this value is communicated. The most direct way was through body size. So how big and physically imposing your? But since that's not something most people can change easily, at least in terms of sales were not gonna mention it passed that the second most direct way is through what are called honest signals. These include body language, vocal tonality, loudness in your physical appearance as well. In each of these categories, there's certain classes of behaviors that are higher value than others. For example, having big, wide open body language is often much higher value than being a small and closed off. Or talking like this is often much higher value than talking like this. Now I'm not gonna get in the specific reasoning behind this because it's a really in depth topic and probably take us several hours to get through. We do actually have a separate course entirely on body language and vocal tonality. So if you guys are interested, you can check out my instructor Bio on it will take you there. But for now and for the purposes of this course, we're just gonna take this for granted. In general, people are often more attracted to high value on its signals than low value on a signals. And when I say attraction, I don't just mean like, romantic attraction. I mean, the people tend to gravitate around high value people because from an evolutionary site perspective, they're seen as stronger and more reliable. And this is the crux of why social value is going to be so important to our success. Social value theory applies toe every human being on the planet because it's actually ingrained in like the biological makeup of our brains. It's not a cultural phenomenon, it's a human phenomenon. And as entrepreneurs attempting to optimize our sales strategy, we want any type of optimization that we make to be is universal is possible because the more of our demographic that this applies to the higher return any optimization zehr going to yield us if people gravitate towards high value. If people find high value more reliable, that by making ourselves as high value is possible, we can draw more potential customers in. And we can also close more consistently. So what does this mean for us? It means we knew, adopt high value body language, high value, vocal tone, high value appearance and so on. And that's what we're gonna be talking about in the next section. Okay, so what did we learn today? Well, we started the video off of giving a quick primer on evolution and most importantly, the fact that human psychology can change over successive generations. We then talked a bit about why human beings evolved to understand social hierarchies. And then we moved on to what are called honest signals of value. And the last thing we learned was why social value will help us. So, in the next video, we're gonna go specifically over high value body language, high value vocal tone and high value appearance. See you soon 4. Body Language and Vocal Tone for Sales: Hi there. So in the last video introduced social value theory and we mentioned that your perceived social value depends on a number of different behaviors in this video, we're gonna talk about this behaviors. Specifically, we're gonna go through high value body language and high value vocal tone. First on the list is high value body language. So we mentioned previously how large, wide open body language is often much higher value than small, closed off body language and actually included a pdf with more examples in the next section . But here, a handful of tips for High Valley body language while selling. You can't see them right now, but that's OK. Keep your legs wide about shoulder width apart. Take your hands out of your pockets because you're actually gonna need to use them to make gestures on that note, learn hand gestures if you haven't already. I linked a couple resource is again in the pdf four. Eye contact. Look at the person 100% of the time, whether speaking and while you're speaking, look at them 80% of the time and 20% of the time. Move your eyes around right kind of like this. This is important because it takes the pressure off the person while you're talking, because I contact could be very uncomfortable for some people. If you don't know what to do with your arms, put them on your hips. This is high value because it pushes out your elbows and it makes you look really big. And the most important tip is smile smiling. Makes you look both approachable and trustworthy. And these air, obviously two very important trades for us when we were trying to close a sale. But and this is really important, you need to make sure that your smile is genuine. So what do I mean by that? There are actually two different kinds of smiles. Number one is the camera smile, which is the face usually make when you're either getting your picture taken or being told to smile by somebody, it looks something like this. Number two is the genuine or what's called the Duchenne smile in psychology. Now, a lot of the time that smile on the left can look kinda creepy, and the biological reason for this is because is actually a very small group of muscles near the I that when people smile due to, like a joke or something contract really strongly. But when they're forcing the smile, these muscles are usually relaxed. And so our brain instinctively understands the differences between the two and labels that one kind of creepy. All right, so that was a really quick primer on high value body language during cell. Next up is vocal tonality and vocal tonality. For those you guys that don't know is more or less just the pitch of your voice over time. There's a big difference between somebody attempting to sell a product like this and talking as if they're unsure all the time, or somebody talking like this and seeming much more confident in themselves and the product that they're trying to sell and you can hear the difference. But a lot of the time, people don't actually intuitively understand why it has to do with how the pitch of your voice changes between the beginning of the phrase and the end of the phrase. In the first pretty low value example, I talked like this, a k a. The beginning of my sentence was lower in pitch than the end of my sentence and my voice went up over time. This step atonality is called seeking report, and it's generally low confidence and low reliability. You're gonna want to stay away from seeking reports analogy because it implies you're unsure of yourself and the product that you're selling and instead going to make the picture voice go either neutral throughout the sentence or go slightly down at the end. And that's the way I've been talking through the last two videos. So if you want an example, just listen to the sound of my voice. Talking like this implies you have confidence in your product and that you aren't seeking validation from the other person, which is a big no no in sales. So again, quick guideline for vocal tonality. Stay away from Secret report, and that takes us to the end of yet another video. In this section, we learned some general guidelines for high value body language and vocal tonality. This is gonna do two things. One is gonna make us come across as much more confident in our product and to it's also gonna make us much more attractive, which could be an important deciding opponent of a cell and keep in mind, this attraction is not necessarily romantic, although it can be. But when I say attraction amore, referring to something like economic attraction or financial attraction to something of high value, remember, you are the vehicle by which your product makes it to the end consumer. So the higher and more valuable you are, the more valuable your end product will be as well. 5. Clothing and Appearance for Sales: hi there. So in the last video, we spent some time talking about high value vocal tonality and high value body language. We talked about some examples and hopefully that pdf also helped elucidate some of the more difficult concepts. This video is going really quick and simple. We're gonna be going over appearance. And when I say appearance, what I'm really referring to is your specs. So clothing, grooming, hygiene, etcetera. And we can also take aesthetics to mean user interface or design if you're talking about online sales and my partner Showman's gonna get into that in the last couple videos. So there's actually a fair bit of breath, the topic. But we're gonna try and keep it simple. Now, in contrast to body language and vocal tonality, the guidelines of aesthetic appearance are more culturally determined than they are biologically determined. And that being said they very, quite significantly from country to country or even person a person. But there's still some general principles that we're gonna use to optimize ourselves strategy, and the goal here is to increase our value in the context of our specific demographic. Okay, that's really important. So I want you to remember it. In the context of our demographic meeting, it will be different from demographic. Two different demographic. The first way to improve our appearance is clothing. Ask yourself what type of clothing would make you seem the highest value to that specific demographic we mentioned earlier. If you're selling life insurance, for example, and your demographic is primarily the elderly, do you think you'd wanna wear like super dope joggers and a baggy T shirt? Probably not. But what if you worked for a street where company instead and your demographic was primarily teenagers or young adults should show up in a suit and tie? These are the types of questions they're gonna need to ask yourself. Everybody's situation is gonna be different, so I can't actually speak to which type of clothing you should wear. But there are some general guidelines as to the price or the value of your products. For example, if you're selling very expensive products to very wealthy people, you're gonna have to dress up a bit. Let's say you're selling a $6000 handbag while wearing anything less than a luxury like custom tailored suit are probably going to wring some red flags there. Demographic, primarily because these are people that are usually much more accustomed to luxury clothing . So you need to find a way to work around that the more expensive your product is, the more expensive your clothing should be to. Hygiene is also really important. Groom shower once a day, get regular haircuts if you don't already. If you aren't already exercising, please start now. I'm reminded of this awesome quote, which was that the best time to plant a tree was 20 years ago. But the second best time to planetary is today, meaning it's not too late. And how most of these air probably really intuitive toe the majority of you. But you would be surprised at the number of people that are trying to make it big in sales without using the basic fundamentals. Ask yourself if you were to come up to you on the street and try and sell you something, would you reject yourself solely on the basis of your physical appearance? If the answer that question is, yes, you need to critically evaluate where you are right now in life and change that. So remember the goal is to look high value, but only to your specific demographic, because they're the only ones that matter. So if we shift gears a bit and we talk about online sales and step, you can imagine that the visual aspects of your Web page should probably be different if you're selling again. Life Insurance versus streetwear Clothing Your primary demographic with life insurance is probably older, in some cases much older. So you wanna make sure that, like the text on your check out page accommodates that I'm gonna make it bigger. Easier to see that everything and in terms old people. And again, this is just spitballing. Just might is its probably more effective to focus on, like minimalism and simplicity than to be artistic, whereas with that street where company we're talking about, since art is more or less, the M O uses some things you might be thinking about, so that takes us to the end of yet another video here. We briefly went over aesthetic appearance, and we discussed some very fundamental concepts, including clothing, grooming, hygiene, exercise as well as some simple, very simple design. Most of these air highly intuitive, and I admit they are more or less common knowledge at this point, But as a sales person, you need to make sure that you yourself are presentable before you try and present any type of product out there, which leads us to the next video, which is actually my favorite concepts called social proof Caesar. 6. Social Proof: hi there. So in the last video, we talked about how to maximize your appearance and how to customise it based off your target demographic. Today we're gonna talk about one of the most important and impactful concepts that underlie sales today, which is social proof. I want to start off with an example. Let's say for some reason we are selling paper clips we're gonna call our paperclip model paperclip backs, and we're selling it for 99 cents on Amazon. For some reason, there are two versions of our product Web page. Both are completely the same, except on one version. Amazon wrote this little blurb under the title that says 5000 paperclip axis sold in the last 24 hours, whereas on the other one, it only says to Paperclip X sold in the last 24 hours. My question to you is Which page do you think would get more check outs? And I hope the answer is clear. The point of that example was to demonstrate the power of social proof in sales. Social proof is the principle that people are more likely to buy something if they know that other people have already bought it for social proof acts is kind of like a universal verification system. It's basically subconscious approval that other people have said, Yeah, this product is legit. So with our paperclip backs, example, having 5000 people say, Yeah, this product is legit is pretty hard to ignore And actually, this principle is so powerful. It's one of the reasons that every single insanely successful company out there on the planet that's making billions of dollars right now is using Part of the reason that you bought our course is because of social proof. If you think about it, you Demi includes both a rating measure and a number of students enrolled measure underneath the course titles. And presumably we have very good ratings and a significant number of people enrolled. And so part of your subconscious decision to buy our product was thus based off comparing both of these measures toe other similar courses in our niche. And I bring this up in the pre so section because this isn't just one time period that your constricted to using social proof, you're using social proof again and again and again throughout the entire interaction, just to basically drive home the notion that your product has value. When I first started my events promotion company, I didn't understand social proof at all, but the second that I figured it out. I started selling out event after event after event, and I owe the entire success of my business at the end of the day what social proof did for me. So how does one go about using social proof? Well, one way, in a way that's really pertinent today to online sales is to include some kind of like counter of the number of sales that you've made over the last whatever time, period. This is the same strategy that I used when I marketed events online. I would either one show the number of sales outright or two. I would update prospective customers on Facebook instagram social media in general with, like a 50% sold outposts. And every single time I made that post, I saw a massive increase in the number of sales. I'm it that being set. In order to use social proof successfully, you need to ensure that your social proof is actually impressive. Otherwise, you can actually decrease the perceived legitimacy of your product in our paper clip. Exe example. 5000 sales and 24 hours is impressive, right? But to sales over the last 24 hours for a 99 cent product is so low that customers would probably be thinking like something must be wrong with this product if it's only sold two times the last day. So drive home, take home message. You need to make sure those numbers are impressive. You can also use social proof face to face, and in fact, I highly encourage it the supplies at any point during the entire sales interaction. And since we haven't actually talked about how to make a hook or how to build rapport, how to close? Yet I'm gonna leave very specific examples until those sections you can imagine how letting the customer know that you've sold like 500 vacuum cleaners in the last week is a powerful way for you to somewhere vacuum cleaners. And this is the most important part. In this way. Your success becomes exponential. Once you've had even a moderate amount of success with any products, you can use that moderate amount of success as proof that your product works and then use that to get even more sales. So it's like this recursive multiple native process that may success even easier. The more success you've already had, and that takes us to the end of another video. In this section, we talked about social proof, which is one of, if not the most important component of online sales today. We also mention how it works in both on online and a face to face context and how dozens of the largest companies in the planet use social proof today to make billions. We finished by talking about social proves exponential nature, in which success begets more success. In the next video, we're gonna talk about something called a time constraint, which is another very critical component of both face to face and online sales in the modern world today. See you soon. 7. Time Constraints - Time Limits and Artificial Scarcity: hi there. So in the last video, we talked about social proof, which is one of the most powerful ways entrepreneurs and salespeople can bootstrap their success. And in this one, we're gonna learn about a closely related topic called time constraints and time constraints is actually kind of a misnomer, because what I'm gonna do here split it into two big sub topics. One time limits into scarcity. And really, they're both pretty similar time limits. A relatively self explanatory. By setting a time limit on your customer, you're basically removing their ability to postpone this sale, which, you will see, is the most common excuse you're gonna get when you're out there in the field. Whereas scarcity can actually thought of conceptually as the opposite of social proof, Whereas social proof was about showcasing. How much you have, scarcity is about showcasing how little you have. So we're gonna start off with time limits Now, why did you buy our course? We already talked a tiny bit about how you Demi utilizes social proof. But depending on how perceptive you are, you may or may not have noticed that you Demi also utilizes the time limit on most given days is usually either blue or green rectangle over the top of the screen that has a live counter that's taking slowly down to zero and has usually has some text on it. Like time is running out by X, y and Z quickly to take advantage of our sale. This is the most literal interpretation of the time limit, and people use it because it works. Having a live counter instills a sense of urgency. Isn't you need to act now if you want to take advantage of this offer, and it speaks to us on a somewhat basal level. If you think about it. Human evolution was driven by time limits. You have a time that you need to eat by or you die. Have a time like need to drink by or you die. You have a time limit. You need to propagate your genes by where your entire evolutionary chain gets snuffed out with your death and I could go on and on. But the point here is that humanity as a whole takes their time limits pretty seriously, and the big reason for that is actually hardwired into our DNA. So this is why you see time limits everywhere on Amazon on you, Demi in the supermarket, in your favorite clothing store, etcetera because it works. And it also takes away one of the customers primary escape routes called the Weight. I used to work as a professional fundraiser on one of the busiest streets in downtown Vancouver called Granville during rush hour. My job was to stand on the street corner with this bright pink binder and then help people down for this minimum recurring donation of 40 bucks a month. How you can probably imagine getting a $40 a month subscription off of completely random people in the street, usually while they're on their way to or from work, is not easy, especially since we only took debit. But I still managed to do it, and in fact I usually got a few per day. But the way that I got them was using time limits. Over 90% of the people I stopped gave me the exact same excuse time and time again, and it always went something like this. It sounds like a really important cause, and I'm down to donate, but I can't do it right now. I'll be back in an hour or so or I need to get my credit card first. Or I gotta talk to my husband or whatever. This is obviously something of a problem. So I improvised. I added a time limit. I switched up my location every hour on the dot and I started telling people, Look, I'm not gonna be here when you come back, So if you want to help these kids, this is more or less it. They need you now on an hour. And you know what? My clothes rate, the number of closes I made per stop skyrocketed because I finally started utilizing the time limit. So in summary, you can use time limits either face to face like I did in that example. Or you can use them online, like how you, Demi and Amazon does. The second principle we're gonna talk about today is something called scarcity. Here you let the customer know that there are only X items left. The idea behind scarcity is relatively similar to the idea buying a time limit in that you imply that you can't really wait around forever. But scarcity also fulfills a double purpose. It's sub communicate social proof because almost by definition, if your stock is running low, then that means a lot of people have been buying. So scarcity can actually kill two birds with one stone back to our paperclip example. What do you think would happen if, on top of the social proof line, we added a number of items in stock line that was right below it? So now our Web page says 5000 Paperclip X is sold in the last 24 hours, and underneath it it says only 22 left. Now, not only are we implying better product is popular, but we're also implying that there are very few left. So if you want one, you need to act now. Hopefully, you guys are starting to see how all these different things come together. An example for face to face interactions are back in the day when I would promote or sell out my events, I'd often mentioned that I only had either three or four tickets left and that they'd usually be gone in the next hour or so. This is never a lie. I usually did only carry that many tickets on me, but the rest would be at home, and I never mentioned that last part. So that takes us to the end of another video. Here we introduce the time constraint, and we split it into two big suburbs, the first with the time limit, and the second was scarcity. Both of these things apply pressure onto the customer to make a decision as soon as possible, and both can be utilized with social proof to significantly increase the perceived value of your product. The next video is by my partner, Shoma, and he's gonna teach you about the design by one of the most insanely lucrative marketing techniques in a recent history. The click funnel. It's basically everything I've been talking about here, but on crack, I'll see you soon. 8. Click funnels: Hey, guys, show my hair. So a quick introduction just so you guys get to know me a little better. I'm a molecular biologist by trade. But over the last few years, I've gotten pretty heavily involved with media, marketing and online sales, specifically e commerce and collect funnels. And in dealing with all this stuff, I've learned one really important thing. Online sales is basically everything that a face to face sales is except multiplied by 1000 . Every loop tip and trick that works in face to face sales works in online even better. And by constructing your online presence in a certain way, you can take advantage of human psychology to get people to scroll a certain way, click certain things and ultimately, by your crap. And isn't that after all, what life is all about? So what we're gonna be talking about today, specifically, is a concept of click funnels. For those of you that don't know, the click Funnel is a relatively new term that describes a much older idea of sales funnels and sales funnels. Air basically was just a process of leading your customer through a series of steps to bring them closer and closer and closer to the clothes. And they're a are a bunch of different classes of sales funnels and like a gazillion steps that are all really technical and kind of boring. So we're not going to get into that part. What we are gonna worry about is the new version, this click funnel thing. This is a brief look at click funnels dot com, and these guys mawr less coined. The term. As you can see, click funnels dot com is basically a single page, usually not very wide, with more text and image as you go down and down and down. And as you can see, click funnels typically scroll down a lot. Now, to understand my click funnels work, we need to first understand something that first started in face to face sales. Called the Yes Principle. The S principle is the idea that if you get somebody saying yes to stuff repeatedly, then it becomes easier and easier for them to say yes to the next thing. Basically, over time you build up this thing called a yes inertia, where the customers repeatedly agree with you on small, less important stuff, and then this makes them more likely to agree with you when you end up trying to close later on. And it could all start off as really inconsequential stuff, but it works like a magic. Here's an example, boy. The weather sure is nice today, isn't it? Well, what do you say to that? Yes. Can I tell you something real quick? Yes. Sounds good. Yes. Can you come over here for a second? Yes. And so on and so forth until they get to saying yes so many times that by the time the close comes around there like sure, so that's the yes principle. And here's how it apply Cyclic funnels. The process of scrolling down online can basically be thought of like saying yes. In real life, if you scroll down the page and you don't close the window, that's basically implicitly saying yes to whatever I'm selling you. And the longer you scroll down, the more yes, in our show that you build, just like in real life. And like we saw before, you can scroll down for a really long time. So by the time of customer, just the bottom of the page, they're gonna be really used to saying yes, which ultimately makes your job of closing much easier. Another big thing about click funnels is that on top of schooling, yes, they also typically layer in a bunch of wording with leading questions that also get you to say yes. So now they're basically multiplying the yes principle we talked about earlier. They also use super big fonds fun pictures that are really attention grabbing as well as they throw in a bit of humor every now and then. And the last thing I want to say about the layout of the click Funnel is that they give you plenty of chances to buy. You'll notice it's not just one big buy button way down at the bottom. There is one Here, here, one here, one here. What, here And you get the point. Basically, if they don't get you at the first button, they tried to reel you back in and get you the second button. And if that doesn't work, they tried to reel you back in. And while I mean you get the point, that's awesome. But how do we make a click funnel now? Everybody's products are a bit different, so I can't tell you exactly what to write, just some general tips. But anyways, there is a few ways to make click funnels. One kind of automated way is using a solution like click funnels dot com. These guys basically do everything for you. You just tell them a little bit about your product, right? A few hooks and just before we get further down Ah, full disclaimer. I'm not affiliated with any of these guys. I've just had a lot of success using them, so hopefully works for you, too. But if click funnels dot com is too expensive or you want more control over the layout, you can always use another website hosting platform like Squarespace or Wicks or WordPress and thes guys typically have a pre built template that's usually called the Landing Plage or something similar to that. The key here is just to make the landing page and make it long. Don't make separate side pages. Jesse used the collect funnel format the content again well, obviously different from person to person because your products are going to be different. But the general idea is you want to make it exciting. You wanna make a colorful bold and ask a lot of leading questions. And if you want to learn how to make it exciting, Nico's into a lot about that in the next module. So stick around for that anyways, that takes us to the end of the video on click funnels. Here we learned about what click funnels were the yes principle, which, if you remember, was just the idea that the more someone gets to saying yes now, the more likely they are to say yes in the future and how the yes principle apply cyclic funnels, which is basically the concept of scrolling and layering in the next module. Nick is going to teach you pretty much the most important part of the entire sales process . The hook. See there. 9. Our Course Breakdown: your success during a sale. Whether it be online or in person depends entirely on four fundamental steps. Step one is the pre interaction. These are things that you do before the sale even begins. This step depends critically on the principles of social value, time constraints and social proof. Step two is your hook. This is like the first sentence of an essay. It needs to be emotional, used to be empathetic, and it all seems to be concise if you wanna be able to keep the person around for the rest . Your pitch now. Funnily enough, this is also often the part that people struggle with the most when they're going out there and they're selling. So it's also the part that we're going to spend the most of our time. Step three is what's called building Report. Now, during the interaction again, Whether it's online or it's in person, you need to be able to provide a personality their prospective buyer can identify with, and on top of that, you also need to build a certain amount of comfort before the sale can proceed, and you do this in many ways. You need this to humor you knew this through empathy as well as a couple of other ways that we're actually getting to later on the course. And Step four is the last step. It's the close. This is where you finalize this sale, and you ultimately deal potential rejections. Now this step is usually a massive point of failure for so many different people. In fact, it's such a crucial step that I'm willing to bet that most sales people in the industry could probably at least double their overall close rates if they implemented what we're about to tell you here. Now what we've done in this course is split each step into a separate module. The layout, of course, is super simple. The first video, the modules, is the introduction of the top backed. Okay, why should care in the 2nd 3rd and sometimes fourth videos are actually how to go out and do those steps. We've made sure that each videos on average between 2 to 4 minutes long so that all these central concepts air concise and short enough. It's the U. S. Can watch in bite sized videos when you're on the bus or on the road or something like that . So I'm gonna leave you guys to it before our first module. See you soon 10. Introduction to the Pre-Sale: All right. Welcome, everybody of the first real instructional video Four steps Sales guy, This is module. One of the things you guys are gonna learn here on top of making you into a better sales person are also going to spill over into several different areas of your life. And it's true. The same principles that make your pre sale solid are also going to improve your social life but making you more charismatic. The reason that the pre sale is so important is because it provides the context for the rest of the interaction. Most of this rest on something called social value theory, which more or less is an evolutionary and biological explanation for how human beings communicate. Now, by utilizing this framework, we can speak to people's most base level desires like attraction, for example, which usually supersedes any kind of cultural norm and which sells a very powerfully and so similar to that. They're also a few other tips and tricks that we can implement that speak to the same base level desires and two things that all human beings respond to, mostly because of our evolutionary and biological makeup are one social proof into time constraints. Social proof is more or less the implicit validation that a product has value because other people have already purchased it. And it's utilizes some of the biggest, the most powerful corporations in the world to sell more time. Constraints, on the other hand, are self explanatory. They provide a sense of urgency and finality in both social proof and time constraints come in a number of different forms, which we're going to get into over the rest of this module Now. Nailing the pre cell is one of the most important steps anybody can take to ultimately succeeding. It sells. So what? I want you guys to do it. If you don't get something the first time around, rewind. Play the video again and make sure you understand this module before you move on a module to okay, that's on to the next video. I'll see you soon 11. Social Value Theory: Hi there. In this video, we're gonna discuss one of sales, most pivotal concepts and, to be honest, also one of life's most pivotal concepts. It's called social value theory now to understand social value theories to understand evolutionary psychology. So I want to preface this section with a quick primer on evolution. Evolution is the change in characteristics of biological populations over large time scales . These characteristics can be physical, like how a species of fish over millions of years could grow little stubs that turn in the legs and these characteristics and also be neuro biological A. K structures in the brain Nero biology's that change over generations to prioritize different things that lead to a higher likelihood of survive. Now, if we look at this specifically in terms of human population, you'll see there's several things that the human brain evolved for back when you live in the African savannas and hunted and tribes. One of the things the human Rand Paul for is understanding social hierarchy, a k in Tueting, right, using our intuition, more or less as to the amount of power or value that another individual other in the social group has now, the reason we evolve. This is because people that are better able to understand where somebody else lives in the circle hierarchy usually live longer, usually able to pass on their genes the next generation. This is the principle of natural selection. We've all heard the old saying survival of the fittest, but this is actually what it means. And there's several different ways of this. Values communicated. The most direct way was through body size, so how big and physically imposing you are? But since that's not something that most people can change easily, we're not gonna mention that passed this. The second and more applicable way is through what are called honest signals. These include things like body language, vocal tonality, how loud you are and your physical appearance in each of these categories. There certain classes of behaviors that people think are higher value than others. For example, having big, wide open body language is a high value gesture, right? It's usually higher value than being small and closed off. Or talking like this is often higher value than talking like this all the time. No, I'm not getting into the specific reason behind why this works because It would probably take several hours to get there, and a lot of it's very dense. Psychology and biology. We actually do have a separate course entirely on body language, vocal tonality. So you guys are interested, you guys and definitely go check on my bio. It'll take you there, but we won't mention it past that right now. Let's just take it for granted. In general, people are often more attracted to in both a physical and also a sales way high value on the signals than they are, low value on a signals. Okay, I remember when I say attracted to I don't necessarily just mean romantic attraction. I think people tend to gravitate to high value people because from an evolutionary psych perspective that typically seen a stronger and more alive. And this is the crux of why social value is so important to our success. Social value theory applies to every human being on the planet because it's ingrained in the biological makeup of our brains. It's not actually cultural phenomenon, it's a human phenomena. And since we're entrepreneurs attempted to optimize our sales strategy, we want any sort of optimization that we make to be is universal is possible because more of our demographic, it applies to the higher return. It's gonna yield us. So if people gravitate towards high value people, if people find high value people more reliable than by making ourselves high value is possible, we can draw more potential customers in and being closed more consistency because they think we're more reliable. This all sounds great, But what does this actually mean for us? Well, it means we need to adopt high value body language means we need to adopt high value vocal tone, high value appearance and so on and so forth. That's actually going to show you guys how to do in the next few videos. All right, so what did we just learn? We started off the video, but give it a quick primer on human evolution and, most importantly, the fact that psychology can actually change over successive generations. We then talked a little bit about why human beings evolved to understand social hierarchies . And then we moved on what are called honest signals of value. The last thing we learned was why social value is gonna help us self. And in the next video, we're going to specifically over high value body language, vocal tone and then appearance, and I'll see you there 12. Body Language and Vocal Tone for Sales: hi there. So in the last video introduced social value theory and we mentioned your perceived social value depends on a number of different behaviors in this video. What we're gonna do is we're gonna talk about those behaviors and dive a little deeper into specifically high value body language at high value vocal tone. So first on the list is high value body language we mentioned previously how large, wide open body language behaviors are often higher value than small, closed off body language behaviors and actually included a file with more examples in the next section. But just for now here, a handful of tips for high value body language. The first thing I'm actually standing right now is to have a very wide stance. You never want to keep your legs too close together. You also never want to keep your hands in your pockets because usually you want to utilize them the conversation to help make a sale through gestures. And speaking of that, if you guys haven't learned how to make hand gestures already, learn him. They're a bunch of resource is I link in. The pdf below Eye contact is also really important. While the other person is speaking. Look at them 100% of the time, but while you're speaking, look at them 80% of the time. That 20% off is necessary to remove a tiny bit of pressure, since a lot of people think that eye contact is tough and pressures on the lot. Next thing to do is if you don't know what to do with your arms. Just put immature hips right. This called arms akimbo, and it's a very high value behaviour because it pushes out your arms and it makes your frame looks significantly bigger, which ultimately makes it seem higher value. And the most important tip is smile. Smiling makes you guys look approachable and trustworthy. And these are obviously two very important phrase for us when we're out there trying to close a sale. But and this is very important, you need to make sure that you don't force your smile. And what do I mean by this? Well, they're two different kinds of smiles. Number one is what's called the camera smile, which is the face that usually make when somebody has taken a picture of you. And you know you're not super into it usually look something like this. Number two is the genuine or the Duchenne smile. Now, a lot of the time, the smile on the left can look kind of creepy. And the reason for this is because there's a small group of muscles right by the I that when people smiled, he would joke or something right when they're organically smiling that contract very strongly. But when you're forcing a smile right when somebody taking a picture there often relaxed meaning ultimately you need to involve your entire face if you don't want to come across is kind of weird or creepy. Alright, guys. So that was a quick primer on body language. Next up is vocal. Tonality is more or less the pitch of your voice over time Now. First, there's a big difference between somebody attempting to sell a product like this and talking as if they're unsure all the time, or somebody talking like this and seeming much more confident themselves in the product they're trying to sell using their voice. So what is the difference? Well, it has to do with how the picture voice changes between the beginning of the phrase and the end of the France in the first low value example, I talked like this all the time. A que the beginning of my sentence was lower and pitched in the end of my sentence. Right? My voice goes up all the time, this type of tonalities called seeking report and it's generally very low confidence in slow reliability. You guys, we're definitely gonna want to stay away from seeking report tonality because it implies that you're either unsure yourself or your ensure the product that you're selling. Instead, you want to make sure the pitcher voice is either neutral throughout, just like mine is while I'm chatting with you or it goes slightly down at the end, right? This, for example, is that we have been talking for the last two videos. So you guys want example. Just listen to sound of my voice. Talking like this implies you guys have confidence in your product and you're not seeking validation from the other person, which is a big no no in sales, right? So quick guideline for vocal tonality, stay away from seeking report, stick with neutral, poor or breaking report that takes us to the end of another video. Now in this section, we learned some general guidelines for high value body language and high value vocal tonality. This is going to do two things for us. One. It's gonna make us come across a more confident product that we're selling. And two. It's also gonna make us more attractive, which could be an important deciding component of any type of cell. Keep in mind that this attraction isn't necessarily romantic attraction, although it can be, but generally referring to an attraction on the basis of like a financial attraction to something of very high value. Remember, you are the vehicle by which your product makes it to the end consumer more valuable. That vehicle seems, the more valuable the product will seem as well. In the next video, we're going to talk about physical appearance. See you guys soon 13. Clothing & Appearance for Sales: hi there. So in the last video, we spent some time talking about high value body language and high value vocal tonality. In sales scenarios, we provided some examples. Hopefully, the file included help elucidate or explained some of the more difficult concepts. Now this video is going to be really quick and simple. We're gonna be going over appearance. And when I say appearance, what I'm really referring to is your SX right? Your clothing, you're grooming your hygiene, etcetera, really basic stuff that most people don't think about. We can also take aesthetics to me and stuff like you, I or design. If you're talking about stuff like online sales, and we may or may not talk about that a little bit later on, so there's actually a fair bit of breath of the topic. We're gonna keep it really simple. In contrast, a body language, vocal finality, the guidelines of aesthetic appearance arm or culturally determined than there are biologically determined, and that being said they could very quite a bit from country to country, from personal person from place to place. But there's still some general principles that we have cells people can use to optimize our sales game. Now the gold here is to increase your value in the context of your demographic. So any changes we're talking about here going to demographic dependent, they're gonna depend on the population of people you're selling to. The first appearance factor is your clothing. Ask yourself what type of clothing would make you seem the highest value to your target audience if you're selling life insurance, for example, and your demographic is primarily, you know, people that are 50 plus. Do you think you want to wear like super dope joggers and Peggy T shirt? Probably not. Now, what if you work for a streetwear clothing company and instead, your demographic is primarily teenagers and young adults that were street? Where should you show up in a suit and tie? Also, probably not. These. The types of questions you need to ask yourself. Now everybody situations going to different, so I can't speak to exactly what type of clothing you should wear. But there also are some general guidelines as to the price or value of your product. If you're selling very expensive products, very wealthy people usually gonna have to dress up a bit. Example. You're selling a $6000 handbag wearing anything less than a luxury custom tailored suit is probably gonna seem kind of weird to a target audience that's incredibly wealthy already, primarily because these are people that are very accustomed to luxury clothing. So you, as a salesperson toe work around that right. The more expensive your product is generally, the more expensive your clothing should be as well. Now hygiene is also very important. Groom shower once a day, right? Get regular haircuts if you don't already. If you aren't exercising already, start now I'm reminded of. Ah, really good quote. The best time to plant a tree was 20 years ago, but the second best time is today. It's not too late, I mean most. These things were probably intuitive to many of you would be surprised the number of people that are trying to be successful in sales that literally ignore the basic fundamentals. All you need to do it the other day is ask yourself if you were to come up to you on the street and try and sell you something, would you reject yourself in the basis of your appearance? If you answer that question is yes, you need to change and you need to change yesterday. Remember, the goal is to look high, valued your specific demographic. So if we shift gears about and say we start talking about online sales and step, you can imagine the visual aspects of your Web page should be very different If you're selling life insurance versus streetwear clothing, right? Your primary demographic with the life insurance group is probably older, right in some cases, much older. Make sure that, in that case, the text on your check out page accommodates that you might want to make it bigger or higher contrast or easier to see. It's probably affected focus on minimalism and simplicity with those guys than it is to be trying to be super artistic because they likely won't be able to appreciate it. Where is with the street where demographic they were chatting? But earlier art is probably their modus operandi as their M o. So that takes us to the end of yet another video here we briefly went over aesthetic appearance. We also discussed some fundamentals, like clothing, grooming, hygiene and exercise. We also showed a little bit about simple design, a lot of stuff is really common knowledge guys, but at this point, as a sales person, you need to make sure that you yourself are presentable. Before you try and represent a product which is actually will lead us in the next video, which is one of my favorite concepts. Social proof. I'll see you guys there. 14. Social Proof: What's up, guys? So in the last video, we talked about how to maximize your appearance as well as customize it based on your target demographic we're gonna do in this video right now is we're gonna talk a little bit about one of the most important and most impactful concepts that you guys are probably ever gonna learn about cells. It's called social proof. Now I want to start this off with an example. Let's say we're selling paper clips. We have this one supercool, paperclip. We're gonna call it Paperclip X, and we're selling it for 99 cents on Amazon. Now, for whatever reason there two versions of our product webpage. They're both the exact same except on one version. Amazon wrote a little blurb under the title that says 5000 paperclip axis sold in the last hour. And on the other version, Amazon wrote to paperclip excess sold in last hour. Looking at both Which page do you think we'll get more check outs? I hope the answer is clear. The point of the example was to demonstrate the power of social proof in sales social purpose, the principle that people are usually more likely to buy something if they know that other people have already bought it. Social Proof Acts is kind of a universal verification system. It's basically subconscious approval that other people have said, Dang, this is an awesome product. So with our paperclip X example, having 5000 people say, Yeah, this is an awesome product is pretty hard to ignore And this principle is so powerful that dozens of the largest, most successful companies in the world planet use social proof to make billions. Part of the reason that you bought this course that you're listening to right now is because of social proof, Right? Online course platforms usually include some type of rating measure, and I, like a number of students, enrolled measure underneath the course titles. Presumably, we have very good ratings and a significant number of people enrolled. And part of your subconscious decision to buy our product depended on comparing both of those numbers to similar courses in our niche. And the reason that I bring this up in the pre sell section is because there isn't just one time period there constricted to using social proof. You can use social proof throughout the entire interaction again and again and again to drive home. The notion of your product has value it every step, whether it's the open, whether it's the hook building report or their clothes. Now, when I first started my own promotions company, I had no idea what social proof waas. I didn't understand it. The second I figured it out, event after event completely sold out, and I know the entire success of that business toe. What social proved it for me. So with that being said, how do you use social proof? Well, one way in a way that's really pertinent. Today's online sales is to include some type of counter or some crap in a number of sales that you made over the last week underneath your product page, right? This is the only strategy that I used. When I started marking events online, I'd show the number of sales out right or I update prospective customers on social media with the I am 50% sold out post or something like that every single time that it happened. Also, every time I made one of these posts, etc. And massive jump in sales. And if you're in a similar industry, you will as well so that all being said, in order to use social purpose successfully, you guys need to ensure that your social proof is actually impressive. Otherwise, unfortunately, you could decrease the perceived legitimacy of your product in our paper clip. Exe example. 5000 sales on an hour or super impressive, but to sales of the last hour for a 99 cent product is so low it probably make prospects. Think, man, something must be really wrong of his product. Only two people have bought in the last hour, So you also need to ensure that using at least moderately impressive numbers on this is going to depend on your knees. Now. You can also use social proof face to face, and in fact, I highly encourage it. Social prop applies at any point during the sales process, and since we haven't had talked about the hook or building rapport or the clothes, I'm gonna leave some specific examples until those sections. But you guys can imagine how the customer, how letting them know rather that you've sold like 500 vacuum cleaners in the last week, is a really, really powerful way to boost yourselves, and this is the most important part. In this way. Success becomes exponential. Once you guys about a moderate amount of success with any product, you can then use that moderate amount of success as proof that your product works and then use that to boot. Strap yourself to even more sales. It was like this recursive and multiplication process that makes success easier and easier and easier. The more success you've already had, and it only goes up, and that takes us the end of another video. In this section, we chatted about social proof, which is one of, if not the most important opponent of online and traditional face to face sales. Today we mentioned how it works in both contacts and how dozens of companies on the planet use social proof today to make billions. We also talked about social proofs, exponential nature and how success begets more success. And in the next video, we're gonna talk about time constraints, which another very critical component of both face to face and online sales today and I'll see you there 15. Time Constraints - Time Limits & Artificial Scarcity: What's up, guys? So in the last video, we talked about social proof, which is one of the most powerful ways to bootstrap your own success in this video. I want to change gears a little bit. I want to talk about something that's very closely related but still substantially different. It's called a time constraint, and time constraints is actually kind of a misnomer, because I'm gonna split this into two sub topics. One is going to call time limits, and the next is gonna be called scarcity. In actuality, they're very similar, but we're gonna get into that later. Now, time limits are relatively self explanatory. By setting a time limit on your customer, you're gonna remove their ability to postpone a sale, which is you guys, as soon see, is one of the most common excuses you'll get when you're actually out there in the field. And scarcity can actually be thought of conceptually is the exact opposite of social proof where Social Proof was about showcasing just how much you have. Scarcity is actually what showcasing how little you have or how much you don't. So what we're gonna do is we're going to start off with time limits. Why did you guys buy this course? We already talked a little bit about how online course platforms utilize social proof. But depending on how perceptive you are, you may or may not have noticed that these online course platforms usually also utilize some type of time. Constrain on most given days is usually have a counter or like a rectangle on the screen that's taking slowly. Wait a zero with the text. Time is running out, enrolling this course quickly to take advantage of our sale. This is the most literal interpretation of the time limit, and people use it because it works. Having a live counter and still is a sense of urgency isn't you need to act now if you want to take advantage. This offer and it also speaks to us on a very basic human level, right? Evolution was driven by time limits. You have a timeline. You need to eat by or you die. Have a time limit. You need to drink by or you die even have a timeline. We need to propagate your genes by, or your entire evolutionary chain gets snuffed out with your death. And I was kind of serious, and I go on and on. But the point is, humanity as a whole takes time limits very seriously because literally hardwired into our DNA. So this is why you see time limits everywhere, right on Amazon, on online course platforms in the supermarket, in your favorite clothing stores, etcetera. Because it works, and it also takes away one of the customers. Primary escape routes, which is what you're going to very soon see, is one of the worst case scenarios for yourself to the weight. Now I worked as a professional fund raiser on one of the busiest streets in downtown Vancouver. It's called Granville Street, and I did this during rush hour. Every single day, my job was to stand literally on Street Corner with a little pink binder and hail people down for a minimum recurring donation of 40 bucks a month. I'm sure you would probably imagine getting 40 bucks a month from somebody off of a completely random person in the street while they're on their way to and from work. Right, usually very busy, is not the easiest thing in the world. It's not the hardest in the world either, but It wasn't super easy, especially since really took, dammit. But I still managed to do it. And in fact, I usually got a few per day The reason that I bring this up because this job taught me the value setting a time limit. Over 90% of people I stopped in the street gave me the exact same excuse was always just like, you know, this sounds like a really good cause. I'm down to donate. I just can't right now. I'll be back in an hour, so maybe I need to talk to my husband first. Maybe I need to get my credit card from my home first before I could do this. Okay. Obviously, this is something of a problem. So what I did is I improvised. I added a time limit. I switched up my location every hour on the dot and I started saying people Look, I'm not gonna be here by the time your back. If you don't help me, that's perfectly fine. But this is the only time you're going to be able to. These kids need you now. Another an hour from now. And you know what? My closing rate? The number of closes I made Per stop skyrocketed because I finally started utilizing my time limits. So in summary, you can use both time limits face to face like I did here. Or you can use them online, like how Online course platforms. So the second principle we're gonna talk about today something called scarcity here is where you let the customer know there are only a few lightem soft. The idea behind scarcity is relatively someone of the idea behind the time limit. You imply that the customer cannot wait around. But scarcity, on the other hand, also fulfills a double purpose. It's sub communicates social proof because almost by definition, if your stock is running low, that means you probably had to make a lot of sales of the last certain time period, meaning scarcity gets to kill two birds with one stone. It gets to communicate social proof, and it also gets to encourage time limits back to our paper. Click example. What do you think would happen if, on top of the social proof line, we added a number of items in stock line right below it? Now, our Web page says 5000 Paperclip X is sold in the last 24 hours and right underneath it, says Onley, 22 left. Now not only are we implying that our product is popular were also implying there very few left. So if you want one, you need to act. Now. Hopefully, you're certain to see how these to come together, and they're very, very powerful when used right. An example of face to face situation is when I would promote and sell all my events that often mentioned that I only have three or four tickets left, and then they probably be gone in the next hour or so. This is never ally. I usually did only carry that many tickets on me for the rest of the at home. I just never mentioned that last part, so that takes us to the end of the next video. Here we introduced time constraints, and we split time constraints into two subgroups. The first was the time limit and the second was scarcity. Now both of these apply pressure on the customer to make a decision as soon as possible, and both can be utilized with social proof to significantly increase the perceived value product