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1. 0:00I want to tell you about the most
2. 0:01powerful sales tactic that I have
3. 0:03learned I never learned it from a book I
4. 0:05actually learned it by accident and it
5. 0:06will be included in the 100 million
6. 0:07dollar sales book when it comes out and
7. 0:09so you heard it here first but it's a
8. 0:10concept that you can do as a salesperson
9. 0:12to gain trust and I stumbled into this I
10. 0:14ended up selling a hundred percent of
11. 0:16people after I made this one switch and
12. 0:18how I sold and I was able to teach it to
13. 0:20people who'd never sold before and they
14. 0:21were able to close 80 90 of people who
15. 0:23are coming in the door mind you this is
16. 0:25a retail environment selling physical
17. 0:26products so rewind the clock I was
18. 0:29selling supplements at my gym and the
19. 0:31way that we would sell supplements is
20. 0:32that we'd sell some sort of service
21. 0:33package and then we'd do a nutrition
22. 0:34orientation the camp the nutrition
23. 0:36orientation we'd actually you know set
24. 0:38them up with their meal plans and then
25. 0:39we'd make recommendations for products
26. 0:40now normally I would sell pretty well
27. 0:42but still I always wanted to sell more
28. 0:43and get better we'd killed this launch
29. 0:45for like a new challenge or something
30. 0:47and we had a hundred new customers there
31. 0:48come in and I ran out one of the key uh
32. 0:51products I had ladies come in the first
33. 0:53half of the day and able to get the
34. 0:54products and then some of their friends
35. 0:56who signed up with them came in the
36. 0:57second half of the day and were like hey
37. 0:58my friend Sandy told me that I need X X
38. 1:00Y and Z and I was like oh we don't have
39. 1:03Z anymore and it was like really awkward
40. 1:05and I was like a lady came in and so
41. 1:07rather than me try and skirt around this
42. 1:10clear item that was on the list that I
43. 1:12didn't have I said hey by the way you
44. 1:15can get this one for cheaper down the
45. 1:17street at Costco so like you don't need
46. 1:19to get this one from me like this one's
47. 1:21a little better but I think it'll get
48. 1:22the job done you can get this one after
49. 1:24you've done the program and they're like
50. 1:25oh thanks like that was cool after I
51. 1:27made that one crossout I was like but
52. 1:29you do want this and this from us and
53. 1:31they're like okay cool as soon as I made
54. 1:33that switch from saying hey you don't
55. 1:34need to buy this one you can get that
56. 1:36from over there everyone bought what I
57. 1:37recommended afterwards and I was like
58. 1:39whoa and so then I leaned into that and
59. 1:42was like I wonder if I could do more of
60. 1:44that so I could sell even more on the
61. 1:45back side so then I had two products
62. 1:48that I was like hey you can get this and
63. 1:50this over here get this brand it should
64. 1:52be at this price you can go get it it'll
65. 1:54save you 10 or 20 bucks and they were
66. 1:55like wow even better and then I remember
67. 1:58I looked at my list and there was you
68. 1:59know a lady that it was like a mass
69. 2:00Gator and she obviously wasn't trying to
70. 2:01gain mass and so I was like you're not
71. 2:03trying to gain Mass art and she's like
72. 2:04no I was like you can just cross that
73. 2:05out go ahead you don't worry about that
74. 2:06and so I gave her recommendation two
75. 2:07things that she could get for cheaper
76. 2:09and then I said you don't need to worry
77. 2:10about this and then when I said hey like
78. 2:12I need you to take two of these in the
79. 2:13morning next to this take three of these
80. 2:15take them next to this put this in your
81. 2:16car so you always have it with you I
82. 2:17closed everyone what that gave birth to
83. 2:19was something that I used to call
84. 2:20sacrificial Lambs but now call ghost
85. 2:22products because it sounds better but I
86. 2:24ended up over time not even carrying the
87. 2:26products that I had on there that I was
88. 2:28recommending out because they were so
89. 2:31powerful as a sales tool for me to gain
90. 2:34trust from the other person this is an
91. 2:36incredibly incredibly powerful tactic
92. 2:39and like all persuasion the difference
93. 2:41between manipulation and help is
94. 2:44intention and so if you want to help
95. 2:45someone you are manipulating them but
96. 2:47you're just doing it in a positive
97. 2:48intent now and if you change someone's
98. 2:50behavior and you have negative intent
99. 2:51you are manipulating them if you believe
100. 2:53in the stuff that you sell you can
101. 2:54create an environment where someone will
102. 2:56trust you faster by giving them a reason
103. 2:58to trust you and so that means that you
104. 2:59acted in their self-interest rather than
105. 3:01your own so that they can feel like
106. 3:03you're not trying to take advantage of
107. 3:04them now if you know that they need this
108. 3:06stuff but they don't yet know that they
109. 3:08need the stuff then you can make a
110. 3:09concession using a ghost product or
111. 3:11using a sacrificial lamb so that you can
112. 3:12gain the trust faster and so if you feel
113. 3:14uncomfortable about not having the
114. 3:17product on your menu then you feel free
115. 3:20to carry a product and never sell it if
116. 3:21you feel like it but I realized quickly
117. 3:22that I was never selling it and I was
118. 3:24always giving those ones away and so if
119. 3:25you're going to use this tactic my
120. 3:27recommendation is to make the products
121. 3:29that you send across the street to be
122. 3:31the ones that are the lowest margin
123. 3:33product gain the trust by giving away
124. 3:34the low margin stuff and then keep the
125. 3:37high marching stuff for yourself so that
126. 3:39people trust you and then they buy that
127. 3:41stuff and so if you're in an environment
128. 3:42where you sell multiple products this
129. 3:44has been the most effective way that
130. 3:46I've learned to sell what you want to do
131. 3:48is give someone a vision of what their
132. 3:49life's going to be like when they're
133. 3:51experiencing the benefits and so you
134. 3:53want to explain to them exactly how to
135. 3:56take it before you make the ass what we
136. 3:58would do is say hey a this one is going
137. 4:01to help you do benefit benefit the way
138. 4:03that I need you to take it need you to
139. 4:05take it is that you're going to take two
140. 4:07of these in the morning then I ask a
141. 4:09question and I'm like what do you do
142. 4:10every day no matter what in the morning
143. 4:12do you wake up and smoke a cigarette do
144. 4:13you drink a cup of coffee do you take a
145. 4:14shower like brush your teeth like what's
146. 4:16something you do every morning and then
147. 4:17they say well I brush my teeth every
148. 4:18morning I'm like cool so I don't want
149. 4:20you to put this in your cupboard because
150. 4:21you'll forget about it I want you to put
151. 4:23it next to your toothbrush so we don't
152. 4:24have to make a new habit they're like oh
153. 4:25and what I want you to do piece of tape
154. 4:28put a two on it I want you to take two
155. 4:30of them we're gonna put an extra
156. 4:30toothbrush got it that's number one I
157. 4:32would go through that with each of the
158. 4:33products that I have and I would say
159. 4:35okay you can have all these you're good
160. 4:37to go did you just want to use the cards
161. 4:39you have on file now they don't have to
162. 4:40take their wallet out they don't have to
163. 4:41make another purchase decision they just
164. 4:43have to say yes it's a one-click upsell
165. 4:45that is a combination of a prescriptive
166. 4:47clothes and having ghost products to set
167. 4:49up trust you're also being a good coach
168. 4:51by showing them how they're going to
169. 4:53make this happen in the rower now this
170. 4:55is obviously a consumption based product
171. 4:56any product that you want someone to use
172. 4:58they have to use it at a certain point
173. 4:59and and so we want to figure out ways to
174. 5:02associate the usage of the act of the
175. 5:04product with something they're already
176. 5:05doing getting someone to make a new
177. 5:07habits incredibly difficult getting
178. 5:08someone to break a habit is incredibly
179. 5:09difficult and so we just want to
180. 5:10piggyback on habits they already have
181. 5:12and so that makes you both a better
182. 5:13salesperson and better Coach like
183. 5:15overall if you're trying to help someone
184. 5:16and so that kind of selling process that
185. 5:18set close getting the trust make the
186. 5:20prescription Works unbelievably well and
187. 5:22then if for some reason the point
188. 5:24person's like well how much does this
189. 5:25cost blah blah blah then you can say
190. 5:27well are you on a budget and if they're
191. 5:28like I'm on a budget that's like okay
192. 5:30then would you like me to order these in
193. 5:32order of importance and the things that
194. 5:34I think you absolutely need to have
195. 5:35versus things that'll just get you more
196. 5:37benefits faster what I would then do is
197. 5:39take off one and say this would be the
198. 5:40lowest one I'd remove does this work for
199. 5:42you and if they're like I can't do that
200. 5:43I'd be like really getting into the Bare
201. 5:45Bones here I'd be like I could take this
202. 5:46one out but like this is what I want you
203. 5:48to add to your diet to replace this
204. 5:50thing you don't want to show that what
205. 5:52you took out isn't important because
206. 5:53then it looks like you're selling stuff
207. 5:54doesn't matter so like these are
208. 5:55ingredients but you're gonna have to eat
209. 5:56a shitload of broccoli now all right so
210. 5:57you okay that you know what I'll just
211. 5:58get the thing okay cool now it's back in
212. 6:00hopefully when you're selling something
213. 6:01you're trying to solve a problem if they
214. 6:03don't buy the thing then you reintroduce
215. 6:05the problem that you were solving so
216. 6:07it's like hey I don't want you have to
217. 6:08eat a pound of broccoli which is why I
218. 6:09had this they're trusting me to make the
219. 6:11prescription because that's why they're
220. 6:12paying you for expertise and then you
221. 6:14can pause and say well are there things
222. 6:15that are your old identity that you're
223. 6:18going to stop doing as a result of doing
224. 6:19this program are you going to go out
225. 6:21less you're going to drink less or
226. 6:22you're going to smoke less or you're
227. 6:23going to whatever last I'm like cool
228. 6:24well how much of that do you do cool we
229. 6:27just found some money don't worry about
230. 6:28it let's associate with these new
231. 6:29activities new identity if this sounds
232. 6:31really smooth I've done this a lot of
233. 6:32times you'll get used to it and I think
234. 6:34one of the best gifts you can have is
235. 6:36trying to tack yourself into an existing
236. 6:39sales process of a big business so if
237. 6:41you work at a business that sells lots
238. 6:43of low ticket stuff like think car
239. 6:44washes massage think Nails think hair
240. 6:47stuff where they just see lots of people
241. 6:49every day at low tickets see if you can
242. 6:51work with a business owner and
243. 6:52incorporate some sort of inject yourself
244. 6:54into their sales process so that you can
245. 6:56get rep after rep after rep after rep
246. 6:58and it will teach you more about the
247. 7:00skill of selling and dealing with people
248. 7:01than any course ever will and it will
249. 7:03equip you for whatever you want to sell
250. 7:05for the rest of your life it's one of
251. 7:06the best things I ever did was do tons
252. 7:08and tons of transactions at low tickets
253. 7:10so that when I got to selling higher
254. 7:11ticket more expensive stuff I was like
255. 7:13oh my God this is a breeze if you sold
256. 7:15Services let's say you sold Web Design
257. 7:16Services and you had like a laundry list
258. 7:18of stuff you could say hey we this is
259. 7:20like we can do this but it's not
260. 7:22necessarily our core capability and it
261. 7:24would probably cost you more if we did
262. 7:25it because we'd have to allocate more
263. 7:26resources so there's guys in the
264. 7:28Philippines that will do it for you I've
265. 7:29got a connection I can I can talk to you
266. 7:31to about after this call and if you
267. 7:34really want to be sneaky about it if
268. 7:35you're the owner it's harder if you're a
269. 7:37salesperson owners tell your sales
270. 7:38people this you can have it seem like
271. 7:41they're leaning on their side of the
272. 7:42table to be like hey man like you don't
273. 7:43need to worry about this like just I'll
274. 7:45hook you up with a number of a guy and
275. 7:47then the sales person becomes incredibly
276. 7:49trusted it becomes like they're on that
277. 7:50side of the table but what the person
278. 7:52doesn't know is that they're trying to
279. 7:53sell the other stuff at the end of the
280. 7:54day the goal as a salesperson is to move
281. 7:56to their side of the table if you start
282. 7:57the conversation across the table the
283. 7:59goal to end shoulder to shoulder so that
284. 8:01you're both looking at the decision
285. 8:02together with the same information to
286. 8:04make the best decision for the person
287. 8:05and so if you can walk yourself around
288. 8:07the table psychologically this is one of
289. 8:09the fastest ways to do it