Welcome! Remember - you are here for a reason...let's get motivated, excited, and begin this journey towards your success!
Let's kick off by going through some key pointers to keep in mind as you start:
High-Level, Strategic Mindset Points to Ensure your Success
- Forget the glamour - we are here for results, not fancy bells and whistles.
- ACTION is the only thing that matters. Until it is out of your head and into the universe (ex. writing stuff down, implementing things, etc.) then no action has taken place and no outcomes will change.
- Don't get overwhelmed with implementation. Things don't have to be perfect, perfection kills growth and action.
- I am here to help guide you and coach you along the way, if you ever have questions feel free to reach out or ask the leaders on your team. Google can answer a lot of questions too.
- Move quickly, but don’t cut corners. The speed at which you get through the training will determine the speed at which you will earn more money.
- Expect some resistance. There will be challenges along the way. Learning a new skill isn't easy, but it will be worth it.
- Forget about what you learned in the past, the more open you are to testing and trying new things, the better.
- Take advantage of the opportunity you have in front of you. There are millions of people who would kill to be where you are (alive, healthy, ambitious). Don’t take it for granted, and make the most out of it!
Tactical Points to Help with Execution
- Go through the training step by step. Don’t skip anything. Be disciplined.
- Do everything as I complete it. Don't watch and simply observe, complete the work with me as I demonstrate it.
- Start taking sales calls AS SOON AS POSSIBLE. The more practice the better.
- This is meant to be implemented and replicable for your needs. (You can use Notion to COPY any templates or document activities.
1) Good listening skills
The inbound way to sell starts with listening. You will show that you hear and understand the challenges, concerns and needs the prospect has – then you will be seen as someone who can be trusted.
Is it really that simple? Yes, it is actually. When you make yourself a credible advisor focused on the prospect, the person you speak to will drop the guard and stop defending themselves against being "sold to."
2) They think value creation
Previously, sellers were confident in thinking that everybody is a potential customer and that potentially there may be a lot of sales. Now, however, the focus is on helping and giving something of value to the prospect even before the sale closes.
Also, today's salespeople understand that not all people are actually potential customers. Good inbound sellers can distinguish the relevant and good customers from the irrelevant – and they are honest enough to recommend a prospect other solutions or suppliers if they see that their company can not help this prospect.
3) Customise according to customer requirements
Everything is about value creation. Yes, you already have a portfolio of products and services, but it's actually not that "one size fits all".
To create a package that meets the customer's needs both now and in the future, you must be able to customize it. To tailor the package, you must listen to the customer's input about what issues he has today and what goals he wants to achieve.
When you are listening and asking the right questions, the customer will provide you with the information you need to tailor the solutions your business can offer.
4) Does Their Homework
Getting to know the customer before starting your sales has always been important, but there have never been as many resources as we have now. Therefore, the customer knows much more than before. In return, you should be just as armed with information as to who the prospective customer is and why they might be reaching out for your services.
5) Collaboration across different roles
A versatile seller should be able to work with the marketing department, but also cooperate with other functions in the company.
For example, it may be very profitable for the entire business if you as a seller contribute to content production with useful customer information, or help designers understand how prospects and customers actually use the website in their purchase process.
Also, keep in mind whether there are opportunities that can make your sales job easier.
- If you have the ability, you want to separate your inbound closing role salespeople from your outbound lead generation sales development representatives or (Storytellers) in our case.
- The skillset between closing and outreach is COMPLETELY different. Closers are usually terrible at outreach and people who are great at outreach are usually terrible at closing. You can sometimes find someone who has the full package and can swing end to end deals but they are not the norm
- The reason they are usually good at one and bad at another is that the sheer amount of time and energy required to be good at both is just too high for most people. If you are on sales calls all day long and focused on converting, you definitely aren't focused on doing outreach and filling your pipeline...vice versa.
- Both of these roles are CRUCIAL to your company. If you want a half-assed attempt on both ends, you can have people do both. But if you want laser focus clarity and direction, put your people into one bucket or the other. If you are worried about the cost and can't afford to have multiple roles, continue through the training.
- Your training and expectations for each of these roles is going to be entirely different
- Closers will ALWAYS slack on outreach no matter what, and outreach is too important to the business to be slacked on
- If you want to generate predictable revenue, you can't rely on paid ads. What you can rely on is a team of dedicated individuals who consistently go out and put in the effort required to bring in new leads...those are your storytellers.
Closers (inbound sales team):
- Responsible for getting on the final leg sales calls and closing deals
- Take all inbound appointments from outreach, ads, referrals, etc.
- Focused on converting high priority leads and red zone targets
- Specialize in the art of persuasion and overcoming objections
- Review their sales calls and make improvements to their game regularly
- Their sole responsibility is to get the kill, they provide the lifeblood of the business and it takes a focused effort to be done well
- They nurture and follow up with relationships to ensure they bring in as much cash as possible and are compensated according to their results
Storytellers → SDR's (outbound sales team):
- Responsible for doing outreach for the company and drumming up new leads
- They go find ice-cold leads, introduce them to what the offer is, and get them booked for the sales reps.
- They track their numbers religiously and develop good habits of consistent outbound work that compounds overtime for them
- They are responsible for creating opportunities out of thin air and making magic happen at the start
- They have a knack for being able to put their head down and work without needing much of the socialization side of things
- They are constantly trying to find the sweet spot in the market and figure out which messages resonate with which ideal client profiles
- They get compensated for their results as well as for their efforts
- They need to be assassin storytellers which is what we train
- Remove any clutter and throw out anything you haven't touched in 3 months (clothes included).
- Clean your living space and keep it spotless (or hire someone to).
- Remove all the clutter on your computer and phone. Delete anything not necessary to your current goals and success.
- If you have a negative roommate, move.
- If the people you hang out with regularly aren't working to be successful or doing the things you want to be a part of, find a new group or spend more time alone.
- If you have a negative partner, break up with them.
- If you have a negative family, distance yourself and let them learn from you through your actions and how you've changed. You can't help anyone change from staying in the same circumstances.
- Flood your environment with positivity. Listen to motivational or inspirational audiobooks or videos.
- Create a quiet, inspirational, uncluttered workspace/grind station. I suggest a standing desk if possible, good lighting, and whatever pictures or posters keep your mind in the right space.
Equipment and Tools
- Buy some nice clothes or wear anything that makes you feel most confident and ready.
- Get the fastest internet and ethernet connection in your area - google fiber seems to be best.
- If you have a bad computer, go buy a better one, here.
- Buy blue-blocker glasses if you stare at a screen all day here. You can turn night mode on your phone as well.
- Buy a good quality headphone set, AirPods, a mic, or something to make professional quality videos and calls with.
- Install Grammarly. Never make a spelling or grammar mistake with customers.
Health & Fitness
- Buy a Whoop band to track all of your fitness, health, sleep, and recovery. Get 30 days free and a discount here.
- Workout consistently at least 3+ times per week.
- Drink water like it's your job.
- If you drink alcohol, stop.
- If you do any drugs or smoke, stop.
- Stop watching any T.V.
- If you eat unhealthy processed foods, fried foods, or anything with a lot of additives, stop.
- Put a massive priority on purchasing quality foods for your body to run on. Whole foods, fruits, vegetables, things that are natural, living, and fresh.
- If you're sick or have chronic pain or illness try fasting and changing diet. A lot stems from food and gut health.
- Rule of thumb: if whatever you eat takes more than 3 hours to digest, then it's not efficient energy-wise for your body.
- Plan out 1 perfect day of eating, keep it simple, and eat that same routine every day so there is no guesswork, buy enough groceries to last you the week. Switch it up on weekends if you want.
- If you have a bad bed, go buy a new mattress or get a foam mattress, here.
- Get blackout blinds.
- Sleep in a pitch-black, 68-degree temp room, avoid having your phone or other distractions in this room. 8 hours in bed doesn't equal 8 hours of sleep.
Other Habits To Instill:
- Pick up a meditation practice to perform every morning before you start the day.
- I highly recommend this course: Sadhguru, Sam Harris's App Waking Up, or another simple app like Headspace if you need it.
- Spend time in nature, spend time in silence.
- Write down your tasks for tomorrow before you go to bed. PLAN THE DAY. Then write what you're grateful for right when you wake up.
- Set inexcusable FOCUSED work blocks throughout the day. 2-4 hour blocks.
- Read at least 2 pages of a book every night and listen to audiobooks (specifically on your current skill set which is sales. This will stimulate new ideas to become an expert in your craft).
- Journal and reflect once a day.
- Quit caring about the opinions of other people.
- Only listen to those who are in a place you would like to be in.
- If you say you are going to do something, do it. Keeping promises to yourself builds self-confidence.
- Stretching in the morning.
- Try some quick breath work or a cold shower to amp you up in the morning.
- Pay your taxes. (As smart as possible).
- Download Tiller Money and track all of your financials, here.
- Remove your biggest distractions: Delete Social Media or whatever is your vice. (unless posting for content and business, don't be a consumer)
- Exclude any video games, Netflix, YouTube (unless educational), from your weekdays completely.
- Realize that compounding interest is the most powerful law and that it applies to EVERY action you take, not just in money.
- Do 3 video outreach messages a day.
- Get shit done.
Jocko Willink - Extreme ownership: Watch This Video
You should read extreme ownership by Jocko Willink as well (life tip)...but here's the cliffnotes
1. EXTREME OWNERSHIP (E.O.)
A true leader takes 100% ownership of everything in his domain, including the outcome and everything that affects it. This is the most fundamental building block of leadership that cuts across all other principles. It applies to leadership at any level, in any organization.
- When something goes wrong, a true leader doesn’t find excuses or blame others. He puts aside his ego, takes full responsibility for the outcome, and reviews what he must do differently as a leader to create success. If an under-performer is dragging the team down, it’s the leader’s role to train and mentor the person. If people aren’t doing what they should, it’s the leader’s responsibility to clarify the mission and action plan, get people’s commitment and equip them to perform their roles.
- Taking E.O. requires that you put aside your own ego and review what you must do differently as a leader to create success. This involves accepting criticisms, securing resources, winning hearts and minds, building clarity and processes, etc.
- Leadership attitude is contagious. When you demand E.O. of yourself and others, people start to emulate you and the mindset spreads throughout the organization.
2. NO BAD TEAMS, ONLY BAD LEADERS
Leaders fundamentally decide their teams’ level of performance. Under the right leadership, any team can thrive.
3. CLARITY AND BELIEF
As a leader, you must fully understand and believe in a mission, before you can convince others to embrace it and lead them to do what’s needed to succeed.
4. MANAGE YOUR EGO
Great leaders prioritize the wider mission over their personal ego. They’re willing to learn, accept good ideas from others, and own up to their mistakes. They also manage their team members’ egos to keep everyone focused on the team mission.
5. COVER AND MOVE (TEAMWORK)
Cover and Move is a common military tactic, where one team covers while another moves, so they can jointly gain ground. This is all about having different teams working together and supporting one another.
6. KEEP THINGS SIMPLE
Keep your plans simple, so they can be easily communicated, understood, and adjusted in response to real-time changes.
7. PRIORITIZE AND EXECUTE
It can be overwhelming to be faced with many time-sensitive, high-stake problems, all of which may snowball into bigger issues. In such situations, good leaders stay calm, take stock to identify the top priorities, then tackle them one at a time.
8. DECENTRALIZED COMMAND
Break down your teams into groups of 4-5, with a clearly assigned leader for each group. Ensure that leaders at all levels understand the overall mission and immediate goals, including what the team must do and why.
9. SOUND PLANNING
Great leaders ensure there’s a sound planning process that includes mission clarity, evaluation of options and risks, engagement of all levels, post-action debrief, and systematization of the planning process..
10. LEAD UP AND DOWN THE LINE
Great leaders concurrently lead lead upward (by offering information and updates to help their leaders understand their work and support them) and lead downward (to help junior leaders and frontline staff to see the bigger picture).
11. BE DECISIVE AMIDST UNCERTAINTY
As a leader, you must be prepared to make the best possible decisions based on available information.
12. DISCIPLINE BRINGS FREEDOM
Discipline doesn’t mean rigidity and is in fact essential for freedom and results.
3 Action Steps:
- Meditate Everyday
- Do something physically hard every day (workouts, cold shower, etc.)....and once every month or two do a boundary pusher (something extremely hard or uncomfortable physically )
- Power Hour - 1 hour dedicated work block to CREATING something new, no distractions
My Laws On Mindset:
- +2 in everything you do (.99^365 and 1.01^365)
- Diabolically laughing in the face of adversity
- Don’t give your pain a voice (PHYSICAL ONLY)
- NO END IN SIGHT POLICY (For stuff that can’t be chunked down)
- Positive Thought Loops & Mantras (thoughts feed feelings which feed thoughts)
- Take the longer or harder route (always go around the next tree)
- Praise your effort not your outcome (wring yourself out)
- If you are going to do it, FULLY COMMIT (hard becomes easy)
- Keep the promises you have made to yourself
- Give yourself rest and occasionally break your own rules
- Understanding how to get in touch with the right people is one of the most crucial things I will be able to impart on you guys and it takes serious effort and energy
- It is also the most fun and exciting thing once you realize you are really just one or two people away from the entire trajectory of your life changing
- Creating highly personalized videos for people where you learn to offer them something unique and you learn to ask for things with clarity will give you a skill very few humans have
- This is HOW you create opportunities out of thin air for yourself in life, once you learn it and figure out it actually works, you will never be the same
- People are ATTRACTED to CERTAINTY! You must mix certainty with evidence and empathy and you will win over anyone you speak to.
- Wake up and be grateful
- Understand you are in control of your emotions and all that happens to you
- What you think of yourself is far more important than what others think of you
- People do business with people they KNOW, LIKE, and TRUST. The number one reason a customer buys is because they like the salesperson
- Be positive, grateful, mindful, respectful, ethical, confident
- As a salesperson, you are HELPING others by facilitating action in their lives. No matter the outcome, the action is better than inaction in this regard
- IF your offer isn't genuinely helping people, go fix your offer or find a new one. It's extremely crucial to believe in what you do.
- Treat every person with respect, you never know who may turn into a referral or lifelong friend down the road
- Give the same energy and excitement to each new opportunity, pre-conceived notions will destroy salespeople
- MONEY IS GOOD - get as much of it as possible. Success is literally your duty, the more you can accumulate capital, the more change you can make so long as you have the right intentions. So if you're a good person, get as much money as possible so you can make a real change...it's better with you than with anyone else because with you it can have an impact
- Quit playing to lose - stop with the 98% effort. Put in the full FOCUSED effort that's required to succeed.
- Focus on the inputs not the outputs, if you put in more reps and more effort into each interaction the universe will reward you...the compound interest of your actions is a powerful thing.
- It is OKAY to deem someone as not a good fit or to not want to work with someone. You want to do business with people you like and respect
- Not everyone is a sale, but everyone has some type of value they can impart on your life
- Closers come into play WHEN a prospect says "No" ...that's their job
How to build confidence:
- Forgive yourself for your past
- Start doing what you say you are going to do! (Keep promises to yourself and others)
- Set goals and start getting some wins to build momentum
Self confidence comes from keeping the promises we make to ourselves. You will trust yourself and respect yourself...which will turn into loving yourself again.
- 7 hour rule (a person must consume 7 hours worth of content or communication with your company in order to feel comfortable enough to buy a high ticket product from you)
- Picture their credit card FROZEN inside an ice block and before they are even allowed to make a purchase, you have to warm it up and break free that credit card in 7 hours. To make up the 7 hours of content and familiarity it can come from advertising, sales letters, VSL's, discovery calls, sales calls, emails, testimonials, case studies, organic videos or posts, referrals, your website, LITERALLY anything related to you and your brand
- This 7 hour rule concept helps illustrate the interdependence of sales and marketing: Marketing is used to engage the prospect, show value, educate, demonstrate expertise, build familiarity and comfort, explain your products and services, enforce certainty, warm them up and create the thought of them wanting to work with you. You should be able to get at least half (if not more) of interaction in before you ever speak to a prospect. Sales should be used to finish off the process, not bend over backwards doing a million things to convince them. (This is why authors, influencers, and speakers have such strong authority when they bring a product to market).
- Understand your pricing, products, inventory, ads, offers
- Double check your mental readiness
- Be well rested and ready to go, physically feeling good
- People ARE going to be judging you - make sure you have yourself ready
- Understand at least 50% of the people you speak with WILL NOT BE the right prospect, don't let this affect your mindset
- Your frame is the viewpoint through which you view the world. In any interaction, two people's frames collide, and only one wins. When selling - YOU must own the frame and have control, because unless the other person is looking at things from the same perspective as you, you will never convince them of anything.
- Be GENUINELY interested in helping people - don't be shy about it, confidently make friends
- The more hands you shake the more money you make (the better you are at making friends quickly, the better you will be in sales)
- Remember the customer WANTS to talk to you and probably knows about the product
- Always use the persons name multiple times early on, it will help you remember it and make them feel more comfortable
- Make solid eye contact with people and smile
- Understand their defenses are up and people dislike sales people sometimes due to previous bad sales experiences and high pressure or sleezy people
- We gather intel to figure out their current situation and ideal future situation
- The MOST important part here is to ACTIVELY listen. They will likely want info back from you as well here.
- Only have 10-15 good questions before it starts to be too long and drawn out
- Be prepared to answer their questions promptly
- If someone is telling you what they like, it will also tell you what they DO NOT like (you can always infer opposites)
- Always use humor when you can - it helps people relax and enjoy the conversation more. Confidence is second.
- Must understand everything about the product or service (you should be an expert on your product and all of the competitors products and services as well)
- You will lose credibility as an EXPERT if you can't answer people's questions
- Speaking with certainty is an extremely attractive quality
- If explaining a feature of a product, make sure to explain the advantage and benefit OF the feature
- THERE IS ONLY ONE YOU - the value of YOU is also important when making a sale...communicate this during the sale and show the value in them working with YOU.
- Never forget to ask for the SALE every single time. Most people don't do this and it will kill your sales
- Always ask AFTER you have built the value
- Say things that are simple like "so, can we do business on this together?" or "are you ready to get started?"
- If you don't ask you don't GET...IF the customer says no here, it is time to become a closer
- Relationships are the new currency...people want to be helped, not closed
- You need to be empathetic - understand someones feeling like they are your own
- Selling ENDS and CLOSING begins once a customer says NO. No is when you start to close
- First, you need to figure out WHY they said no...a lot of people lie here and put up smoke screens
- Stories SELL...telling personal stories with enthusiasm are key
- People hate confrontation and sometimes think that the sales person is an enemy
- Once you know WHY they won't buy you need to understand them and SOLVE their problem (Repeat this process until the deal is closed)
- A sale is getting made every time a conversation happens...either they close you on why they aren't buying or YOU close them on buying. Don't let this affect you...if you don't close, learn and move on!!!
- It's a part of the game to not close people, how you react and bounce back is important. The more you play the game the more you win
- You want a Yes or a No. Anything besides a Yes is a No in your book
Speaking and Body Language:
- Speaking is a skill believe it or not. Podcasters, comedians, speakers, singers, all of them have underlying skills that allow them to captivate an audience. The human race also started by communicating with sounds and non-verbals which are just as important
- Posture: If you are slouched or have bad posture it conveys low status. Always stand up and sit straight. This posture also helps you feel more energized and alert. Stand on calls if you need to. Also, one practice is to look up, pretend like you are hanging onto something above you from your teeth, and then reset your body. You'll be smiling and have good posture.
- Use Your Hands: Using your hands helps you emphasize points and appear more decisive and certain. This shows you are comfortable, you are willing to take up space in the room and be free-flowing...it shows confidence. Use it in any situation, whether people can see you or not.
- Pitch: The lower your voice, the more power, and authority you're generally given (think military). If you have a high-pitched voice, try being intentional with slowing your speaking or talking more monotone...also BREATHE.
- Pacing: Speaking too fast communicates lower confidence and needy behavior. Slow it down if you are speaking quickly. You can use strategic pacing to keep people engaged: Slow down for important phrases and pause on important thoughts. The silence and lack of motion will hit people hard if it's contradicted with the normal pace of the call. You can also speed up through parts that are in between big points
- Inflections: Inflections allow you to emphasize a specific word or point. I tend to use these in questions the most...you can take the "vibe" any direction you want just by changing the inflection of one word. "hey good job..." vs. " hey GOOD job"
- Agreeable Tone: This tone is used when you are using logical and reasonable arguments. You are essentially disarming them and getting them to nod along with you. This is a friendly manner, showing you both are on the same page. It's best used for explaining facts, showing demonstrations, and getting buy-in.
- Whispering Tone: If you want someone to notice you, start screaming. If you want someone to really lean in and listen to you, whisper. This tone is used when you want someone to really pay attention. This one is the hardest to pull off - I personally pair this one up with something funny or embed humor into it. It usually lands pretty well if done right or used after a silent moment. It can also break the ice after the silence. This has a special time and place when you need to RECAPTURE their attention and steal the frame back. (if you see them getting bored, on their phone, etc.)...
- Inquisitive Tone: This tone is used when you are learning about the customer. It is also used when you are reframing an objection or getting to the bottom of something. You raise your voice at the end of the question to signal that you are non-threatening. The higher the voice, the less threatening and imposing your questions will be. You can ask very personal questions and not sound their alarms this way.
- Empathetic Tone: This tone is used when you are handling listening to a tough situation and getting under the hood of their pain points and life problems. It is also used when you are using your closing lines. This shows you genuinely care for the person on the other end and you want what is best for them. Think of consoling a friend in need or speaking with a grandparent.
- Enthusiastic Tone: This tone brings the energy!! I like to use this during the beginning and get a gauge for the type of person I have on the other end of a call. Use this when you are showing passion for your product and how you help people...but do not use this tone when you are closing! You need certainty when you are closing not enthusiasm.
- Certainty Tone: This tone is used for demanding the frame. This is taking control and showing full authority and certainty. You do this by lowering your voice at the end of an argument or sentence. This is also used when you making a crucial point or revealing the price. You are conveying rock-solid certainty when you are using this tone.
Template: Pricing & ROI Justification
- Price is the amount that a customer is willing to pay to go from where they are NOW to where they WANT to be (so long as they believe you can take them there).
- You always need to relate your price directly back to how much money you are making or saving the prospect - any product or service can be relayed back to this in some form.
- Survey the market for similar alternatives, you want to have a MUCH better offer than them.
- Bringing something truly unique to the market means you are delivering something 10x the value of anyone else on the market.
- When determining your pricing - if you can't list it out clearly and on a few bullet points - it's too complex. Find a way to dumb it down and still make the economics work.
- Uncertainty and lack of clarity KILL deals.
- Then from an efficiency standpoint you want to have the total LTV (lifetime value) of the customer be at least 3x the gross contribution (total amount you paid to acquire and do business with them).
- Price alternatives should be a fun activity here, you don't need to be cheaper than others, you just need to be WAY better and know how to articulate it.
- Lastly, when determining price, you need to have clear ROI justification for the money they are paying. People like knowing apples to apples and dollars to dollars exactly what they can expect.
- Doing business with you shouldn't COST them anything, it should be an investment back into the value they will receive.
- Price considerations = value of the transformation, % certainty that it can be delivered on, affordability from niche, and what competitors charge.
- Just do some back of the napkin math and pick a price to start out - price is NOT set in stone, you will come back and iterate as you get data, collect proof, and improve the offer and vehicle for transformation.
- It can take sometimes 30+ data points to really nail down a price for a niche, so just get started and don't overthink it - I'll even give you a methodology to come up with the first one.
- Price is about data, not emotions. If customers have too much resistance and won't buy, it will show.
- If it's too easy to sell, keep raising the price 10% each time until you hit a resistance level for a good bit of your leads.
- If you are just starting out, you want to get quick wins and prove your idea...it's okay to test and negotiate higher or lower based on how much you feel the customer will be able to afford.
- If you do increase or decrease the price, make sure the value is reflected and you add or remove some features to reflect it properly.
- Offering trials will allow you to understand if people are seeing the value after the trial or if they abandon and churn - it can be useful especially to SaaS companies.
- Determine the value of the transformation you are providing. Do this by directly relating it to HOW you are helping the customer make money or save money.
- Example: John does digital marketing for chiropractors. One new client is worth $5,000 LTV to the chiropractor. John thinks his offer and mechanism can bring in 50 new leads a month which will result in 10 new customers. That's a $50,000 value for the chiropractor.
- So John and the Chiropractor need to determine and AGREE on the expected probability of success in delivering on this promise. Let's say John is pretty seasoned with Chiropractors and has some proof and data. They assign a 50% probability that this will be successful.
- If you are a brand new company with lower economics and lower proof/data on your claims, you can start with a smaller ROI like 2-5x just to prove out the business model and stay operating. Otherwise, if you can make this 1/10th method happen - you should.
- If your competitor can create the same expected value as you then you will need to be priced lower if you want to win the business - this is why it's important to check their pricing and their overall credibility and trustworthiness.
- You can win a lot of times with a higher price if either the value created is higher OR the certainty of creating the value is higher (or all of the above are true). Both of these increase the expected value that the customer will receive.
- Also, in order to increase your price, you will either need to increase the value created or increase the level of certainty in your offer (or again, do both).
- Make sure you are in a quiet room with no interruptions
- Use your phone with headphones so your hands are for to take notes and make expressions (you can also walk around if not on video)
- Prepare like you will be on video
- You do not need a tie. It's more important to FEEL comfortable than to look proper...Dress in whatever way makes you FEEL amazing...Look good, feel good. Be aware of this
- Hygiene goes along with this. Dress to impress YOURSELF, just be mindful of your look...Look crisp like you INTENTIONALLY got dressed
- Make sure you are recording the call
- Have the clients information (survey + linkedIn or socials up in front of you)
- Have a pen and notepad in front of you
- Remove all distractions from screens around you
- Release ALL attachment to the "YES" and put all attachment onto having an accurate diagnosis on the call (doctor mentality)
- Loose all the emotional baggage from the day or the previous calls, always start fresh, and be tranquil and focused
- Be PROMPT and on time when it starts and even moving through the agenda of the call
Template: Pre-Call Emails
- Pre-call emails are extremely important for a couple reasons:
- They determine your no-show rate
- They set expectations for the sales calls and give clear direction for the prospect to be prepared
- A good pre-call email should include these things:
- Personal introduction from the sales rep
- Request the prospect to complete EASY, but important action items to show commitment towards the call (ask to write down their goals, have decision makers on the call, and look at a case study or some content)
- Something to excite the prospect to join the call
- Any logistics (Zoom video, expectations of being in a quiet professional environment, etc.)
- Closing line and some links for them to do more research if they would like (case studies, content, etc.)
- The last piece you should know about the pre-call email is that it can and should change over time! You will always track the no-show rates over a set period of calls and then make a change and see which one is working better. You just need small iterations and improvements over time.
- You SELL using your personality, your script is there to be a guide for you
- On a bad day your script can carry you all the way through
- On a good day your script still will be the guide and handle the direction of the call
- Contrary to popular belief you CAN read off a script directly, especially a good one, I have some top closers who only use a script and some who rarely use it
- Practice reading the questions and the entire script 7 times before using it. You need to get the tonalities and inflections down
- Certain tonalities and paces are better for certain parts of the call
- If a call starts to get too far off topic in a non-valuable way, interrupt, and bring them back to the schedule. Your goal is to provide value and stick to the game plan
- Your ability to use humor and charm are essential to making certain aspects of the script land
- Create an alter-ego for each and every time you get on the phone. You're not your usual people-pleasing self. You are someone who makes action happen. Craft this alter ego in your head - it should be an IDEAL version of YOURSELF. Athletes and performers all use this technique when they go in to perform, you are doing the same here. Treat it like a performance because it is
Too often, when we pitch an idea, product, or project, we instinctively try to appeal to our target’s higher reasoning powers, using logic, facts, numbers, and elegantly-crafted arguments. Unfortunately, our audience is listening to our message through a much more primitive system, one that is based on threat avoidance, novelty seeking, and emotional responses.
Resolving this disconnect is the key to crafting successful pitches.
The Three Levels of the Human Brain
As the human brain developed over millions of years, it evolved from a relatively primitive organ into one that operates with greater complexity.
- The crocodile brain (“croc brain”) was the first part to develop and is therefore the most primitive. It is focused on survival: fight-or-flight response and emotions. It has been fine-tuned by millions of years of evolution to be hyper-aware of danger, and it does not have a lot of reasoning power.
- The mid-brain was the second type of brain to develop. It assigns meaning to things and figures out social situations: how people are related to one another, for example.
- The neocortex was the third and final step in the evolution of the brain. It deals with complex issues and is capable of high-level reasoning.
- First, given the limited focus and capacity of the croc brain, up to 90 percent of your message is discarded before it’s passed on up to the midbrain and then on to the neocortex. The crocodile brain just doesn’t process details well, and it only passes along big, obvious chunks of concrete data.
- Second, unless your message is presented in such a way that the crocodile brain views it to be new and exciting – it is going to be ignored.
- Third, if your pitch is complicated – if it contains abstract language and lacks visual cues – then it is perceived as a threat. Not a threat in the sense that the the person listening to your pitch fears he is going to be attacked, but a threat because without cues and context, the croc brain concludes that your pitch has the potential to absorb massive amounts of brainpower to comprehend. And that is a major threat because there just isn’t enough brain power to handle survival needs, the problems of day-‐to-‐day life, and existing work problems plus whatever unclear thing you are asking it to do. Presented with this kind of situation, a circuit breaker in your brain is tripped. The result? A neurotoxin gets attached to the potentially threatening message (your pitch). This is like a FedEx tracking number, which, in turn, routes your message to the amygdala for processing – and destruction.
Croc Brain Procedure:
- Boring or Old: Ignore it.
- Dangerous or Threatening: Fight/run
- Complicated: Radically summarize (Invariably causing a lot to be lost in the process) and pass it in severely truncated form.
What should it be then?
- New and exciting
- Non-threatening and non energy intensive to listen to
- SIMPLE AND EASY to understand
From the book: Pitch Anything
Controlling the Frame Is the Key to Selling Your Idea
The first step in managing the primitive instincts of your target’s croc brain is understanding “frames” and mastering “frame control.”
Frames are mental structures that shape how we see the world. They are our particular, specific perspective on the world, and they regulate how people interact with one another: Are you the one in control? Are you the “prize” in this relationship? Who’s paying attention to whom? Frames are controlled by the croc brain and are shaped by very basic desires: power, authority, strength, knowledge, and status.
In any business or social interaction, two frames will meet and compete for dominance. The person with the winning frame will set the tone and agenda of the meeting. The losers will play by their rules, acknowledging their authority, respecting their opinions, and accepting their decisions with minimal push-back. To successfully sell your pitch, you must win this “frame collision” and establish your frame as the dominant one.
Mastering the power of frames is the most important thing you’ll learn regarding pitching. Without this skill, you might find yourself resorting to typical sales techniques like fast talking, spin selling, and trial closing, which are rarely successful.
Sales techniques like this were created for people who have lost frame control and are trying to win business from a subordinate position. Because they are typically ineffective, they are dependent on the “law of large numbers”: you might expect to make just 2 sales out of every 100 attempts. Worse, they have a reputation as being annoying and signal to your customer that you are desperate, activating her croc brain to filter you out.
Own The Frame, Win The Game:
- Everyone uses frames whether they realize it or not.
- Every social encounter brings different frames together.
- Frames do not coexist in the same time and place for long.
- They crash into each other, and one or the other gains control.
- Only one frame survives. The others break and are absorbed. Stronger frames always absorb weaker frames.
- The winning frame governs the social interaction. It is said to have frame control
When you are responding ineffectively to things the other person is saying and doing, that person owns the frame, and you are being frame-controlled.
If you have to explain your authority, power, position, leverage, and advantage, you do not hold the stronger frame
- An example of this in practice is a police officer walking into a stranger’s house and flashing their badge. There is an immediate recognition of the frame by the stranger, and the stranger complies with the officer. Imagine that for some reason the police officer is an imposter and is using a fake badge, and the stranger learns that the badge is fake. Instantly, the perceived status delta is eliminated or swings in the other direction, and the stranger is no longer compliant.
- If the salesperson can create a strong frame between themselves and the prospect, then the prospect will comply.
- If the salesperson does not create the perceived frame, the prospect will not comply with their frame, and deals will be difficult to close and prospects difficult to influence.
- From the moment the prospect interacts with the first piece of marketing material to the moment the prospect submits the payment and signs the contract and beyond, there needs to be a strong frame. You need to continue to build and tend to the frame.
- You know you have the frame when - the customer hangs on your every word. The customer ignores phone calls and mutes notifications. Their eyes are glued to their screen.
Some ways to establish the frame and show high status:
- Mentioning a credential, achievement, or track record
- Showing you have capital or wealth...Steve Jobs Said "If they think you're rich, they think you're right"
- Aligning yourself with other really successful people, "name dropping" of sorts
All of these methods are BEST done if you don't have to tell them straight up. You want your prospect to ideally discover these or they come up naturally. Never just blatantly brag, people will hate speaking to you. If you can't find a way to work them in naturally, ALWAYS list something irrelevant that you're awful at if ever mentioning something you've achieved. This will show humility and charm. You want to keep things lighthearted.
There are five common frames you will encounter as you move through the business world, and each has its own set of techniques to counter it. These are:
The Power Frame
A person using a “power frame” is accustomed to being in control of the room. They are often arrogant, controlling, and dismissive. You can counter a power frame, and transfer their power to you, with a “power frame disrupter”: a small act of defiance or a denial that lets your target know you are not playing by their rules.
Find an opportunity to deny your target of something or to defy them in some small way. For example, if you’ve brought visuals, and you catch them sneaking a peek, take them away and say playfully, “Not until I say so.”
A power frame disrupter tells their croc brain that you are in charge, not them. The key to doing this successfully is to use humor. If you don’t, your defiance comes across as arrogant and will put them off.
The Analyst Frame
A person with an “analyst frame” views the world through cold cognitions: problem-solving, rational thinking, analysis. However, you need your target to see your pitch with hot cognitions—desire, excitement, emotion—to excite their croc brain.
An analyst frame can kill your pitch by getting mired in details, derailing its momentum, and freezing excitement for it. You want to keep their focus on the bigger picture, which will emotionally connect your target to your concept. To do this:
- Separate your pitch’s numbers and technical details from the rest of your materials.
- Answer questions about specific financials competently but briefly, and pivot back to the larger vision.
The Time Frame
The “time frame” is a time constraint thrown at you by your target. It is a way for them to assert their dominance by setting the rules and forcing you to work within their restrictions. Our croc brains are highly attuned to rule-setting: The person who sets the rules is the one in control.
The mistake most people make when they see their audience becoming fatigued is to talk faster, to try to force their way through the rest of the pitch. Instead of imparting more valuable information faster, however, they only succeed in helping the audience retain less of their message.
Don’t confirm your target’s dominance by acquiescing to her time constraints. When faced with a time frame, counter with a time-frame disrupter. For example, your target may tell you that they only have 15 minutes to meet with you. Counter with an even tighter time frame: Tell her you only have 14 minutes. Be lighthearted about it. But mean it.
Another Example For Time Constraints
- CUSTOMER: “Hi, yes, um, well, I only have about 10 minutes to meet with you, but come on in.”
- SALESPERSON: “I really appreciate your time. Thanks for fitting me into your busy schedule.” This is a common dialogue and form of business etiquette—and it is exactly the wrong thing to do. You are reinforcing your target’s power over you and confirming your target’s higher status. You are essentially handing your target your frame and saying, “Here, please, crush my frame, control me, and waste my time.”
When you encounter a time frame like this, quickly break it with a stronger prize frame of your own. Qualify your target on the spot.
- YOU: “No. I don’t work like that. There’s no sense in rescheduling unless we like each other and trust each other. I need to know, are you good to work with, can you keep appointments, and stick to a schedule?”
- YOUR TARGET: “Okay, you’re right about that. Yeah, sure I can. Let’s do this now. I have 30 minutes. That’s no problem. Come on in.” You have just broken your target’s time frame, established that your time is important, and he is now giving you focused attention instead of treating your visit like an annoyance
The Intrigue Frame
When the target agreed to the meeting with you, what he or she really was saying was, “This is a puzzle I am interested in solving.” No one takes a meeting to hear about something they already know and understand. It’s a fundamental concept driving every single presentation—it’s the hook that allows you as the presenter to grab and hold attention by subconsciously saying, “I have a solution to one of your problems. I know something that you don’t.” This is why people agree to take meetings and to hear a pitch.
At the start of the meeting, you have the audience’s attention. It’s a rare moment, but not for the reason you may think. Audience members are, with full concentration and at the most basic and primal level, trying to figure out the answer to this question: “How similar is your idea to something I already know about or to a problem I have already solved?” If audience members discover that the answer is close to what they had earlier guessed, they will mentally check out on you. They will experience a quick ping of self-satisfaction at the moment of realization, just before they mentally check out.
As your pitch moves along, at any time, some or all members of your audience will solve the puzzle, see the solution, and get the whole story. Then they check out. This is why you see presenters lose more and more of the audience as time goes on—those who solve the puzzle drop out.
We generalize by saying, “Oh, they lost interest.” But what really happened is that they learned enough about our idea to feel secure that they understand it—and there is nothing more to be gained by continuing to pay attention. They determined that there was no more value to be had by engaging with us on any level.
Sometimes they may not lose interest but your meeting still gets lost in analysis mode, despite your efforts. You can direct your target back into their croc brain by grabbing their attention with a suspense-filled story. Our brains can’t function in analysis mode and narrative mode at the same time, so hijacking their croc brain with a story overrides her neocortex. Go to each meeting ready with a personal story to pull out if your meeting gets stuck in analysis or they check out.
- It should be brief and related to your pitch.
- You must be the protagonist or center of the story
- It must have tension and serious consequences (risk, danger, uncertainty)
- There should be time pressure—a clock is ticking somewhere, and there are ominous consequences if action is not taken quickly.
- It should demonstrate your skills in action and have a human element. People naturally gravitate to and understand stories about humans better than they do about numbers.
For example, your intrigue story may sound something like this: “I was working on a $15 million deal where it was my job to come up with $8 million of it. At the last minute, one of my investors disappeared, and the bank wouldn’t wire her money, putting the whole $15 million in jeopardy. I couldn’t find her anywhere but I managed to track down her husband. I explained the situation and asked him for a signature—as her husband, his would do—but he told me he’d separated from his wife six years ago and would rather cut off his finger than help her out. As soon as I heard that, I jumped on a plane and headed to his town.”
The most important element to using an intrigue frame is to leave your story unresolved. Stop at a tension-filled spot. Redirect your audience back to your pitch, and finish your story later in your presentation. Leaving your target in suspense keeps her attention sharp and tells her croc brain that you are in control.
The Prize Frame
A prize frame is a frame you can adopt at any time to counter any oppositional frame you run into. This technique positions you as a reward to be pursued, thereby activating your target’s desire instincts in their croc brain.
In a prize frame, you make your target feel as if they are trying to win you over, rather than the reverse.
- Don’t act overly grateful to be meeting with your target.
- Never appear needy, of either her business or her social approval.
- Be willing to walk out of the meeting if your standards are not met.
- Make your target justify himself/herself to you: Ask them to explain her track record, or ask them why you should consider partnering with them.
- If you are trying to win your target’s respect, attention, and money, he becomes the prize.
- When your target is trying to win your attention and respect, you are the prize. (This, of course, is what you want)
Prizing is the sum of the actions you take to get to your target to understand that he is a commodity and you are the prize. Successful prizing results in your target chasing you, asking to be involved in your deal.
Money is never a prize; it’s a commodity, a means for getting things done. Money simply transfers economic value from place to place so that people are able to work together. Don't chase this - it should be chasing the opportunity to work with you.
Avoiding the Mistakes
- Make the buyer qualify himself back to you. Do this by asking such questions as, “Why do I want to do business with you?”
- Protect your status. Don’t let the buyer change the agenda, the meeting time, or who will attend. Withdraw if the buyer wants to force this kind of change.
Remember, small acts of defiance and denial, combined with humor, are extremely powerful in maintaining your frame control and in reinforcing your high status.
The key, as always, is to use humor when prizing yourself. Be lighthearted, not arrogant.
1. Price (I can’t afford it)
Price, cost, budget, or ROI concerns all fall into this category. Price objections are
often really about risk. If the sales representative has justified the cost by building
value during the interaction, the customer will be less worried.
2. Not a relevant problem (I don’t need it)
This is if the customer just flat out doesn't need what you are offering. They don't have enough direct pain points or problems in that area to justify the time or resource expenditure in it.
3. Trust (I don’t trust you)
The customer might be concerned with the legitimacy or credibility of you or your
company. (This indicates that a good relationship has not been established
between the salesperson and the client.)
4. Stall (I don’t have time or I need more time or I need to talk to someone)
Customers sometimes attempt to stall their decision. The closer the sale is to
closing, the more pressure the customer feels, and if there is any remaining
conflict or anxiety (or no sense of urgency) they may try to stall.
5. Limiting Beliefs (It’s not going to work for me)
The customer here sees all the value and benefits and the only issue is they don't believe in themselves enough to fulfill on the action necessary to achieve results. This unfortunately happens a lot.
- Buyer panic is actually a positive sign that the process is moving forward.
- Objections happen when customers are considering buying and start to get a little bit of panic in them.
- Once the customer is convinced of the value you are offering and has agreed that it is worth the risk, you have successfully handled the objection and can move toward a purchasing decision.
- DON'T BE NEEDY. You need to hold the frame and qualify them after they spend time hammering you with objections. Handle them and then reframe, don't sit and constantly justify yourself.
- Silence is an extremely powerful tool, too many people jump to fill the airwaves, it will get them thinking about the objection they just said
- Echoing means to spit back exactly what they just said to you.....and then ask them to explain a little bit more about what they really mean
- Now that you have heard more about their objection as to why they said it, you can help reframe their objection FOR them. You want to use closed questions here and force them to a yes or no answer until you both agree on what the real problem is
- Now that you know the real objection, walk them through the exact information and validation to properly handle those concerns
- ALWAYS end by checking if they understand the explanation and if they feel comfortable with that now...if they do not, repeat the process or go back to the explanation phase. If you can't handle it properly and get them to be ready after this, they will not move forward.
SEARCH METHOD EXAMPLE
Client: “Wow I don't think I can swing it, that is a lot of money”....
You: Echo “That is a lot of money. You are not the first person to tell us that....but I’m curious, why do you feel the price is that high? Could you help me fully understand your concern there”
Client: "Well...I just can't afford to put money into this right now, I won't be able to pay off my other bills in a few months otherwise..."
Ask? - REFRAME THEIR OBJECTION “So what you are really saying is you’re concerned about ROI....is that correct? CLOSED QUESTION
Respond - Handle the objection and logically walk them through the ROI component on how this is going to benefit them. “ROI loop”
Check - Do you understand the value we provide for that price now? Are you able to move forward now? (Closed questions)
- This is where you will put them into your book of business and begin to nurture them over the course of your career
- Every customer you sell should be able to give you an additional 4-5 customers per year minimum...you want to get all the data on these people as you possibly can
- Wether it's a CRM or a notecard - store this info and build these relationships
- Be thoughtful and creative and be a better human being - you can make money from these people FOR LIFE if you treat them right
- Money is just a reflection of energy...ALWAYS deliver more value and give more energy than you receive and you will be abundant all your life
- Quick money now is never worth the price of what a good relationship will yield. ROR > ROI
- Do everything you can to cultivate good relationships with people by treating them like family and checking in on them and constantly adding value where you can
- Get in the habit of asking for referrals and get them NOW from them, don't wait till later...write them down ASAP
- This should be a friend or at very least an acquaintance for life now
- Have your calls and your schedules planned out the night before. PLAN WHAT YOU WILL WORK ON FOR NO-SHOW SLOTS & FOR DEDICATED WORK BLOCKS
- Wake Up, Crush Morning Routine, Crush any other non-related jobs or life requirements
- Do 1 hour (minimum) of FOCUSED WORK (to solve a problem you've been having)
- Ensure all pre-call information or follow-ups are taken care of
- Set time aside to follow up with any and all red zone leads (if you have none - send out 1-3 loom videos to new prospects or old clients asking for referrals)
- Check-in on your goals (just a brief look)... and review tracking (make sure ALL data tracking is correct and up to date for the day)
- Attend Any Meetings & bring something to the table of value
- Take any and all sales calls or follow-ups and close them (make some $$$)
- Put in your End of Day Reports
- Learn one new thing that might help you in life
- Write down what is and what isn't working and constantly iterate and improve (evening journal)
- Back to planning the next day ^
General Meeting Rules:
- ALWAYS start on time and end a few minutes early
- We have a right to expect excellence of each other
- Share "observations" not "conclusions"
- After a decision is made by leadership or as a team - AGREEMENT is optional, COMMITMENT is NOT. We must all commit to the decision and move forward even if we do not necessarily agree with the final decision.
- Stop whatever you are doing early and be ready for new meetings to start (the key is to stop working earlier on whatever you were doing beforehand)
- Camera on - actively engaged and participating. EVERYONE is encouraged and included in participating if they are at the meeting.
- Record meetings on zoom if necessary for further training or reference
- If you aren't giving or receiving value you shouldn't be in the meeting...you can opt-out if you cannot give or receive value
- Come prepared with any pre-meeting assignments completed as well as having run through the agenda beforehand to understand where you can contribute value or receive value
- Limit side conversations and going off track by keeping note to have separate discussions offline
- We don't have meetings for the sake of having meetings, we end them early if they are not productive. Wasted time in meetings costs the company a LOT of money and results in dissatisfied team members.
- IF IT'S BUSINESS-RELATED - THE SHORTER AND MORE EFFICIENT AND EFFECTIVE THE BETTER
- Unless it's a meeting for fun or for getting to know team members and sharing personal stuff ... then of course do whatever you would like 😎
Structure of a meeting agenda
- Date, Time, Location (Zoom?) - People Involved?
- A lot of times the internal communication will be posted in slack and in channel areas where everyone involved can see them. If recurring it will also be on your calendar.
- Purpose of the meeting - one sentence
- Agenda (with times allotted to each item if needed)
- Tasklist to show up having completed (pre-meeting hw)
- Post-meeting recap and assignments - clarify with everyone they know what they need to do before getting off - have them say it in front of the group
- Get in touch with your team to go over any questions and ensure you understand everything
- Get added to any weekly team meetings for your sales team
- Start taking live sales calls and closing deals!
- Extreme Ownership By Jocko Willink
- Pitch Anything By Oren Klaff
- How To Win Friends And Influence People By Dale Carnegie
- The Slight Edge