The 4-Step Sales Guide: Part Three - Building Rapport | NICK SARAEV | Skillshare

The 4-Step Sales Guide: Part Three - Building Rapport

NICK SARAEV, Body Language, Productivity & Technology

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4 Lessons (20m)
    • 1. Building Rapport - Introduction

      1:51
    • 2. The Emotional Rollercoaster

      3:03
    • 3. The Fifty-Fifty Rule

      7:34
    • 4. Emailing Rapport

      7:36

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 third course in a four-part series

Transcripts

1. Building Rapport - Introduction: When you're a good salesman, the sale doesn't look like a sail it all, and this is because successful sales people will seamlessly weave their sales pitch. I Why should you buy this product into regular, friendly conversation? And this is the guiding principle of our next module on building report. In order to truly be successful at sales and to be consistent at the close, you need to make the process enjoyable for the customer. You can't separate this sales pitch from the relationship building because these two aren't mutually exclusive and they build on each other. And so our goal is to turn the customer from a stranger into a friend while pitching our product. And this is one of my favorite parts of the entire process. Building a relationship with your customer is always going to be different from person to person, and so, unfortunately, I can't give you a word for word script on exactly what you need to do or what to say. Not to mention the fact that each of you are probably selling different products yourselves . And so all of you have different reasons for why someone should buy that being said. What I can do is give you some guidelines and some concepts that you can fall back on if you ever find yourself at a loss for words, so that's what this module is going to be about. We'll start off by learning some concepts behind a building report, and you'll notice that they have a lot to do with emotion again, just like during her hook. And in fact, the main concept of this section is going to be what's called the emotional roller coaster , which is a simple way toe mawr less ensure engagement whenever you're talking to someone and that's what will start off with ending next section. See you soon. 2. The Emotional Rollercoaster: welcome back. So in the last video, introduce the topic of building report and mention how it's important that your customer becomes your friend to as the sales goes on. And one way you can do this is by utilising something that I call the emotional roller cursor, which is conceptually very simple. The emotional rollercoaster ISMM, or or less the idea that during conversation with a potential lead, you want to make sure that if this is the interaction right here, you don't want to be stuck in the middle. Okay, you have moments when you need to spike their emotions up, and then you have to bring them all the way down and then up and then down and then up and then down. The goal is to keep things exciting. Rule one is to never be boring. Spike their emotions as often as you can. Now you can do this in a number of different ways. One is humor, and this Kenbrell the person up. Another is sharing something personal about yourself, which, depending on the subject matter, can either be bringing them up or down. This works really well because it helps establish some trust and comfort. Most people that work in sales in an attempt to seem personable or friendly, ask way too many questions about where the customers from what they do for work, whether they have kids, etcetera. And this generally is not a good way to go about it because it puts the onus of the conversation on to the customer. And it means that they're the ones that are responsible for injecting emotion to the conversation. And depending on their emotional state, this can lead to a pretty boring interaction. If they're boring, people don't get me wrong. Asking questions is perfectly fine, and it's actually necessary part of moving the conversation forward. But the key here is conversation and not interrogation. So every minute or so, if you're in person or every few sentences, if you're constructing an on on funnel, you want to provide some type of emotional energy either a joke or a story or some sort of personal information or some emotional reaction. Now I can't really explain how to crack a joke or tell a story. These are both pretty intuitive social skills, but what I'll do is include some links that I found very helpful at the end of this module so that if you struggle with things like that, you can at least start getting better now. All right, so that takes us to the end of another video. Here we learned the concept behind the emotional roller coaster, and if you're a keen observer, you'll notice that a lot of what we've talked about in this video has bean yet again on emotions. This isn't a coincidence. Emotions cell. So by framing our product emotionally and by having emotionally charged conversations, we can sell more and we'll get into the more specifics in the next video. We'll see you guys soon. 3. The Fifty-Fifty Rule: Hey there. So in the last video, we talked briefly about the emotional roller coaster and the idea that you never want to have a conversation with a potential lead here the entire time. You want to spice things up and have moments where you go high and low and high and low. And this keeps the interaction engaging and give some more time for you to picture product while also humanizing you. And that's possibly the most important part. Nobody will give you money if they think you're just a robot reading lines off of a script or something. Now, today we're going to take what we learned in the last video about the emotional roller coaster, and we're going to get one step further. We're going to learn what's called the 50 50 room, which is the most important principle in building a report. And luckily for you guys, it's also the easiest principle. The 50 50 rule goes like this after your hook. Your conversations with your customers should be approximately 50% pitch. Make a 50% of you explaining and 50% report building A K 50% of huge is getting to know them that's it. Half and half really simple. And the reason for this is that you don't want to push your product too hard, and you need to get them on your side. Sales isn't this. It's this framing your sale as you to being on the same side will not only increase the likelihood that you'll close. It also increases your customer satisfaction. It increases the likelihood of them becoming repeat customer. And perhaps most importantly, it will make the entire process a lot more fun. Now the 50 50 rule is a guideline, and it's important that you understand that there are some situations in which you can push those numbers around a tiny bit. If you're a salesperson at Best Buy, for example, in which the customer is coming to you instead of going, you going to them and you know that there is a decreased likelihood of them just getting up and walking away. Then you can increase the sales pitch part to 60 years 70 and decrease the report building Teoh 40 or 30% so there's a bit of intra vision involved, but if you're just getting started out and you don't really know what the context of your cells really is. Then stick to the 50 50 and more often than not, you'll be fine. A 50 50 ratio is usually perfect, because if you try and build report any mawr than 50% of the time, you can drift into what I call the customer friend zone. It's kind of like a relationship between a man and a woman. If the man doesn't so sufficient intent right off the bat and consistently, he condone, get really easily mistaken for nothing more than a friend. We see this all the time. And then if he tries to rectify later and professes love after years of being her friend, it typically doesn't go over too well. This is more or less the exact same situation as a sale. You need to show them that you do have goals, but that you're not so mindlessly consumed by that goal that you can't have a normal conversation. The biggest and most common misunderstanding I see when I try to teach the 50 50 rule is that the idea that 50 50 means that you pitch in one big stock of 50% of the interaction and then switch gears and tried to be their friend for the last 50% of the interaction, or vice versa. This is not optimal, mostly because of the customer friend zone concept. In reality, the pitch should be blended into report building sage so that you don't just go. Yeah, So the product is this this, this this and this. And anyways, how is your day, right? Instead, you want your product explanation to be woven into everything you say Key point. Your entire conversation should be framed around the types of emotions that the product can provide. Your customer. This is important, so I'll explain it in a slightly different way. The contents of what you and your customers talk about should be directly related to the same emotions you address in your hook. What does this mean? Well, if in your hook you talked about how this vacuum cleaner could let you spend two more hours a week with your kids, then you want the conversation to be to kind of orbit around either Children or saving time or being able to do it you love or some combination of the two here is an example, But keep in mind. It's very general. Every situation is going to be different, and this requires a fair bit of social intuition. So using the vacuum cleaner example, you can imagine how, after your hook, which is again, how much time you could save a week to spend with their kids, you might ask them how many kids they have and off of that. You could mention your brothers and your sisters and how they were always so messy. And then you can crack a joke about siblings to spike their emotions. And then, in order to bring things down, you could start talking about how important you think it ISS for kids toe have siblings and how you think kids without a siblings or a brother or a sister really miss out on that sibling connection. Maybe after a minute or so, they ask you where you're from, and at this point you have a fair bit of report. There is a sense of trust there because of how you're willing to tell them about your family in your situation, and you can mention how you really believe in this product and you can talk about how, because of whatever time saving feature. This vacuum cleaner actually has. You're now able to spend a couple more hours every week at the school or something that you really like to dio and that the entire time you're keeping the ratio of the pitch to report building about 50 50 Now, I obviously can't model the outcome of every possible conversation. So these are just some pretty high level ideas on how one could go about pitching and building report at the same time. But the general idea is that after your hook, you jump back and forth between explaining the product which make sure to do in emotional terms and then building report, which you make sure to do using emotional spikes, storytelling. And so All right, so that takes us to the end of yet another video. This time we learned about the 50 50 rule, which basically stays that in general, you should never really pitch more than 50% of the time. You're talking to a potential lead. We then looked at an example of how tow package, the product explanation and building report in tow. One package. Now I will say this. This is pretty high level stuff and it will take you guys a fair bit of intuition and practice. If you really want to get good at this one single hour of going out and trying, it's probably worth 50 hours of you washing videos about this. So I implore you the next time you have the opportunity to go out, test this out. Try the emotional roller coaster and the 50 50 rule combo. It might be tough the first few times, but things will get better. Just trust the process and you'll be there in no time. 4. Emailing Rapport: Hey guys, show my here today is a really important topic because we're talking about the biggest thing in online marketing ever. Email email is and has being the default mode of professional communication in the last 25 years. And people in the world spent a lot of time looking at their inbox. And because people use their email so often, there is a lot of potential there for us to make a boat load of money. If we could only learn how to optimize it effectively. And one big component of optimizing is to make sure the person you're marketing to actually likes your emails. This is basically building report away, except since it's over email, we're going to call it emailing Report. Getting the person on the other end of a marketing email to actually like those emails is not easy. I'm willing to bet something like 50% of marketing emails are deleted the second a person sees them. People in general do not like receiving them. And to be completely honest, I don't blame them for one. Most email marketing campaigns suck even the ones by the biggest and most successful companies in the world generally suck. They might work in the short term and get people to buy more of a certain product just out of sheer volume. But they lose in the long term almost every time, because they're usually almost always just a sales pitch with no actual human engagement. And they're coming and so often that the person usually gets two or three a week from the exact same product. In fact, sometimes it's even the exact same email. People do not want to feel like a recycling bin, and these big brands are so out of touch with how to brand. It's almost funny, but there's a really easy way off solving this email problem, and it could not be more simple. Remember the 50 50 rule? Let's change it a bit. Instead of being 50% pitch and 50% report building. Let's say it's 50% pitch and then 50% value because you can't exactly build report over email the same way you can face to face. You have to make the connection happen in a slightly different way. And since human beings are vapid, soulless, deal hungry creatures, one simple way to make a connection is just give stuff to them. Value is this stuff. It's basically anything that benefits the other person's life, and it could be either a product piece of advice, some kind of simulating audiovisual content like a video. Are amimour some sort of humor? Basically, you need to start sticking to something like a 50 50 rule in your email marketing campaigns , except because people online have a 10 times more capacity to walk away than in person, since again, they can just delete the email or close it or move on to another email. We need to instead of a 50 50 rule, make it something like an 80 20 rule, where you're giving away 80% value and you're only actually pitching a boat 20% of the product. So instead of filling an entire email with AH, halfhearted pitch or information about the latest crazy sale, you need to spend about 80% of the time providing the customer with some sort of initial gratification again in the form of either a free product humor, advice, etcetera. In order to build brand loyalty and report through the emails, they need to be looking forward to opening it whenever they see a new email in their inbox . That is the ultimate goal. Here is an example of what not to dio now. I actually just got this email today, and I blur that the company name for privacy reasons. But you can see that this is some kind of instructional resource for the M cat, the medical college admissions test and scrolling up and down. It doesn't look like there's any value here at all. It's basically just another notification alerting you to the fact that there is a sale The sale exists, but otherwise they don't give us any real emotional value, and one could argue that a sale is value on its own. But I disagree, because the only way you actually get to utilize this sale by definition is under the expectation that you buy the products. So really, you're not getting anything for free, and that's the key here. That's what makes us bad. There is zero value. This is what email marketing looked like 10 to 15 years ago, and it doesn't look like this company got the hand that society has moved on. Here is an example of what to do. Let's see your the same company as before, and you're selling some kind of M cat and structural resource instead of using the first few sentences, tomb or less just state our product. We're going to use them to actually provide some value to the potential customer a k. Give them something that we might normally charge for away for free. Here's a quick example. And no, this isn't actually based on any sort of statistical data. I just made this up to show you guys how a good marketing email is crafted. So here you can see that the 1st 3 sentences are basically us giving away some sort of super advantages secret about the M Cat. Most students fail not because they're unprepared, but because they aren't used to the weird way the M cat questions are written. That's insider knowledge, and it's super valuable to our target audience, which in this case is presumably young, budding doctor wannabes and then the clincher. We want to help you by giving away 50 free questions. It's important to note here that usually companies like this charge between 50 to $100 for a practice test, so 50 free questions is actually kind of a big deal, but anyways, there is a link, and there is the value this is was going to build us trust and legitimacy. And then after that, almost like an afterthought is our pitch to lens out of 10. It's basically as non invasive and as graceful as possible, because by not getting into your potential customers face like, you know, 95% of all email marketers out there do you're setting yourself apart. Your e mails are always pleasant open because they're either funny or they give them something. So when the time comes to actually make the purchase decision, guess who they're going to go with you. So there you have it. A template for emailing Report. Remember the name of the game in online marketing and sales is value. You have millions of other things competing for your customers. Very limited attention span. So if you want to grab it, you need to give them something instantly gratifying. And we talked about how one way to do that was with free stuff, and there's other ways to like humor or other content. But as long as you sick to an 80 20 rule of email report, you'll be fine