Sales & Persuasion

  • Closing
    • “Would you like me to tell you what I would do if I were in your shoes?”
      •Followed up with: ”Would you like me to help you do that?”
      •Mapping Goal to Solution
      •What’s your ideal solution to get to X (12 month goal)?
      •How committed are you to that?
      •”Really, why so high”
      •Repeat back what they say.
      •Is there anything else you feel is important that you want to share?
      •Would it be okay if I mapped out how to get to X?
  • If they aren’t committed and willing to express their commitment, don’t make an offer.
    •Ask to be treated like a VIP for restaurants that you frequent. Tell the manager that you would entertain there often if you knew you’d be looked after.
    •The bigger the ticket price, the better, as there is a direct correlation between the ticket price of the sale, and the integrity, empathy, listening skills, and caring you have to have as a salesperson in order to sell it.
    •Sales calls go better when you use pen and paper or walk around to feel and connect better than taking notes on computer.
    •Describe things in as visual a way as possible so people can better comprehend and remember and be persuaded. Trump is the master of this, even at the risk of being wrong (e.g. “build a wall”)
  • To persuade or motivate people to action, appeal to SAFE: sex, appetite, fear, or ego. (Marketing, religion, and politics have mastered this).
  • Psychology of Human Misjudgment1.Reciprocation tendency, including tendency to act as others expect of you: this is why the ask-for-a-lot-and-back-off persuasion tactic works, even if the “backing off” request is still fairly high/unreasonable/otherwise something the person would not accept. This is also why it is powerful to do things, little or small, for other people (or your prospect) to get them to reciprocate.
  • Objection Handling
    • Need to speak with references
      • Name,  I hear you.  We have numerous written and video testimonials available.  We also have a rock solid ROI guarantee.  We have many clients, and we do respect their time since they are busy business owners.  We get many requests to speak to references every day, and they would overwhelm our clients.  Through helping clients over 7 years we’ve found that if our testimonials, honest and open conversation, and ROI guarantee does not suffice that a conversation with a happy client is not truly the decision point.  I’m happy to walk you through a real campaign, etc, but if that does not suffice, we certainly wish you the best.
    • PROJECT CERTAINTY AND CONFIDENCE, DON’T WAFFLE OR THEY WILL SENSE THAT
    • Won’t Make Decision on Phone
      • “When people are stuck it’s typically price, the product, or something else, which is it for you?
      • “What’s your number 1 fear for doing this? What would you need to be able to overcome that fear here?
    • Partner
      • “You said in beginning of call you could make a decision, what’s going on with that?
      • If they are going to say yes, let’s save you the 3k start up fee now if they are going to say yes anyway.
      • If the partner is going to say no, then it’s actually them.
    • Too much money
      • You’re right it is a lot of money, that’s exactly why you need to do this.
    • “What do you mean?”
    • “What do you need to see specifically?”
      • “Great, do you have a piece of paper, okay write these things down:
        • Packaging and Messaging
        • Feeder Funnel
        • Paid Acquisition
        • Scaling and Systems
    • “We can do a refundable deposit to let you think about it and put another spot on our calendar. If you’re feeling sick tomorrow and don’t want to do it, we refund you. Does that make sense?”
    • Well can I not make the deposit and get back to you tomorrow?
      • “No.” (Silence)
      • “No?…” “What are you confused about?”
    • “Specifically what do you…?”
    • Preempt sales objections by education them prior or during sales call. Use industry research if possible.
    • Client:  I can’t afford it
      • EW: I completely understand (or agree).   It is a significant investment in yourself.  (rarely argue with a client) Agreement frame
      • But, If you don’t handle your  _________ (lack of systems, Mindset, confidence limiting beliefs, skillset etc.) now….won’t it cost you a lot more_____ in the future?  *consequence frame from NLP.
      • Client: Yes.
      • EW: So the real question is….
      • (Here I am about to change the clients focus and therefore feeling by directing them with a question to something they weren’t thinking about: >many ways to do this)
      • How do we find the money to get you the __________ (pleasure), so you can avoid the ________ (pain) of the last year or decade?
      • Because (because frame), you do want  ___________ (logical and emotional results, ex. more time or money), so you can have the freedom to live life on your terms.  Don’t you? Tie down Question to get more agreement
      • Client: Yes I do.
      • EW: So how can we get resourceful now to get ________ (emotional result).
  • Requires enthusiasm.
  • Control the energy and attention. Attention equals importance. Create names/monikers to create confirmation bias for people to see what you want them to see. Create visuals for people in their mind; Faces are great
  • (From Bre Johnson)•”How can I make your life better?•Or presume their pain points, does any of that resonate with you?•”What do you need to see/hear to change your view?”•People do what makes sense, so make it make sense for them. •Buyers who sense you’re needy will deflect your sales efforts and try to control you.
  • Pricing
    • People who complain about price often use that as excuse and really they don’t have the follow through and commitment. So even if you lowered your price, it still won’t help. Proof is you can give it to them for free and they won’t take action.
  • Psychology
    • People want what they can’t have.
    • People chase that which moves away from them.
    • People only value what they pay for.
  • Increase humility and humor commensurate with intensity.
  • Humor allows you to disarm peoples defenses so your message is more easily received.
  • Cold Calling  / Responding to “Not Interested”
    • “Wait, one question before you leave, if I offered you a million dollars to jump out of a plane without a parachute, would you do it? Well, had you asked for some more info, i would have told you that the plane is on the ground, so Mr. Customer the moral of the story is don’t make a decision without all the information. So let me explain it to you…”
  • Detach from outcome, guide don’t force.
  • Find your customers problem, their desire, and their obstacles to solving the problem. Your business addresses this. Asking these questions, vulnerability begets vulnerability so build rapport and be vulnerability and open up.
  • Focuses on loss avoidance not gains. Risk aversion.
  • Focus on them, their story, and what they don’t know (business or personal insight for them).
  • When you talk about yourselves, talk about your differentiators so you don’t get in a price war with the comparable competitor.
  • Make a friend, you make a sale. People buy from people they know, like, and trust.
  • Have people in the meeting come up with questions so they co-own the meeting. Phrase your questions to them to with the end in mind. E.g how can we create a win win partnership to grow the business as opposed to how can we get you bought in.
  • Get someone to intellectually realize a future benefit and get them to emotionally commit towards the achievement of that benefit.
  • Don’t sell. Get them to justify their own reasoning and why they want what they want without insulting them. “Do you see value here, don’t want to send you a checkout..”
  • Use long pauses for big talkers.
  • Subtly mimicking people makes them like and trust you more. Works in sales, negotiation, etc. posture, verbal, mannerisms, etc.
  • Put people in a positive mood to make them smarter and influence them more.
  • People buy for their reasons, not yours.
  • If logic/reason doesn’t work, go for their ego – “you will be the king/leader of XYZ”
  • Don’t tell people they are wrong.
  • Make a friend, make a sale.
  • Show how your product solves a solution.
  • Benefits over features.
  • Know your product and go the extra mile.
  • People buy for their reasons, not yours.
  • Mirroring trick: repeat last 3 words they said with an inquisitive tone.
  • If you solve a real problem for someone and they trust you can solve it, price is a triviality.
  • When you ask people what they’ve done to solve the problem and they don’t have an answer, it’s probably not important enough to them.
  • People buy because they feel understood, not because they understand what you do.
  • 1. 6 Universal Shortcuts
  • 1. Reciprocity: personalized and seemingly unexpected, not just what you give.
  • 2. Authority: credible, knowledgeable, expert. Can be validated by someone you are connected with or even someone who benefits from professing you as an expert (e.g. the Realtor customer service rep).
  • 3. Consistency: looking for and asking for small commitments that can be made. Start with small acts/commitments to lead up to bigger, related commitments.
  • 4. Liking
    • Those similar to us
    • Those who pay us compliments
    • Those who cooperative with us towards mutual goals
    • Build rapport BEFORE getting down to business
  • 5. Scarcity: show benefits and what they stand to lose.
  • 6. Consensus
  • 1. People look to other people’s behavior to determine their own. People will conform to the perceived norm, so show or tell them what the norm is.
  • 2. E.g. 75% of guests reuse their towel sign.
  • 2. TOUCH: Touch People Lightly on The Upper Arm. Lightly touching someone on their upper arm makes them far more likely to agree to a request because the touch is unconsciously perceived as a sign of high status. In one dating study, the touch produced a 20 percent increase in the number of people who accepted an invitation to dance in a nightclub and a 10 percent increase in those who would give their telephone number to a stranger on the street.
  • 3. Lower voice increases your trustworthiness/persuasion
  • 4. BE SIMILAR: Regardless of whether the similarity is in dress, speech, background, age, religion, politics, drinking and smoking habits, food preferences, opinions, personality, or body language, we like people who are like us, and we find them far more persuasive than others.
  • 5. USE HUMOR: It seemed that the brief humorous aside momentarily put the participant in a good mood and encouraged them to be more giving. So, next time you’re trying to get what you want, remember to mention your pet frog.
  • 6. INDIVIDUAL OVER MASS: To increase the chances of getting people to help, send the message to each person individually.
  • 7. RECIPROCITY: Several other studies have also illustrated how apparently spontaneous favors can elicit a powerful need to reciprocate.
  • 8. FOOT IN THE DOOR: These experiments demonstrate the power of the “foot in the door” technique. People are far more likely to agree to a big request if they have already agreed to a small one. More than forty years of research has shown that the technique works in many different situations.10 Get people to make modest donations to charity, and larger ones will follow. Get employees to agree to little changes in working conditions, and bigger ones are accepted more readily. Get them to change normal lightbulbs for low-energy ones and the likelihood of far more significant energy-efficient lifestyle changes increases.

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