How to Get Anyone to Reveal Their Real Pain — Transcript

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1. 0:00Hopefully it should help in terms of the
2. 0:01sales process.
3. 0:03Okay, so um
4. 0:07Can you tell us how to dig into the pain
5. 0:08in the sales call? Great. This is a
6. 0:10great question.
7. 0:12So there are nine steps in discovery.
8. 0:13I'm not going to go through all of them.
9. 0:15But let me give you the two magic
10. 0:16questions. All right, so the two magic
11. 0:17question are
12. 0:19after you've asked somebody like, "Okay,
13. 0:21you know, what brought you in today?
14. 0:23What's the problem you're trying to
15. 0:23solve? Okay, how long you've been
16. 0:25dealing with that for? Got it. Okay,
17. 0:27we've got we've gotten those ones out of
18. 0:28the way. Now the the the digging
19. 0:31questions are oscillating between two
20. 0:33things. These are so good.
21. 0:34Can you give me an example of that?
22. 0:37And tell me more about that.
23. 0:39That's it. You literally just oscillate
24. 0:40back and forth between, "Can you give me
25. 0:41an example of that?" And "Tell me more
26. 0:42about that." So someone says, "Um
27. 0:46Uh hey, you know, uh what what brought
28. 0:48you in today?" Um you know, my business
29. 0:50isn't growing as much as I want. Okay.
30. 0:53Tell me more about that.
31. 0:54Oh, well, you know, it's
32. 0:56uh you know, it's just not growing as
33. 0:57fast as I'd like. Can you give me an
34. 0:58example? Well,
35. 1:00um you know, I didn't I didn't get any
36. 1:03you know, as many leads as I as I would
37. 1:04have really liked last month. Okay, tell
38. 1:06me more about that.
39. 1:07You could just [ __ ] go back and
40. 1:09forth, back and forth, back and forth.
41. 1:11Oh, the leads. So
42. 1:13um
43. 1:14Yeah, they just weren't they weren't the
44. 1:15right quality. Huh, can you give me an
45. 1:16example?
46. 1:18Oh, well, I mean, some of the leads
47. 1:19were, you know, for bigger house owners
48. 1:21and some of the leads were for smaller
49. 1:22house owners and big house owners are
50. 1:24the ones that actually worth the most
51. 1:26money. Ah, so it sounds like So now I've
52. 1:28got I've got the piece I need. So it
53. 1:30sounds like you have an a lead quality
54. 1:31issue, not necessarily a volume issue.
55. 1:33So that might be a messaging and avatar
56. 1:35thing in terms of your targeting. Does
57. 1:36that sound about right? Boom.
58. 1:38We have the meat. And so you don't need
59. 1:40to do this that many times, but you can
60. 1:41see how natural it is to just go, "Can
61. 1:43you tell me about Tell me Give me an
62. 1:44example of that?" Uh "Tell me more about
63. 1:46that." "Can you give me an example of
64. 1:47that?" "Tell me more about that." Um and
65. 1:49as a 201 sales tactic for the for the
66. 1:52sales pros in the room, I'm giving
67. 1:53commands automatically, subconsciously,
68. 1:56positions you as an authority within the
69. 1:57sale. Tell me more about that. It's a
70. 1:59Um and so nifty. So, anyone can use
71. 2:03that. If you're not getting enough meat
72. 2:06or pain, and this is the most important
73. 2:07part of the sale. Like, the discovery
74. 2:09process is the most important part of
75. 2:10the sale. I probably said this about all
76. 2:11the parts of the sale, but it's also the
77. 2:13most important part of the sale because
78. 2:14the discovery process is what motivates
79. 2:15action. So, like if we think about sales
80. 2:17as
81. 2:20you're a motivational speaker.
82. 2:22Like at the most basic level, we're
83. 2:23trying to motivate action. Right? And
84. 2:25so, if we're trying to motivate action,
85. 2:26then we need to give someone a carrot
86. 2:28they're going towards or we need to give
87. 2:29them a fire that they're running away
88. 2:30from. And so, we do both with the sales
89. 2:32motion, but people are far more
90. 2:34motivated to be loss averse or pain
91. 2:35driven than they are about pleasure or
92. 2:37gain.
93. 2:38And so, the discovery process is
94. 2:39significantly longer than the pitch when
95. 2:40done correctly. Right? So, it's like if
96. 2:42I can accurately depict to you in as
97. 2:44excruciating detail as possible the
98. 2:46pains that you're suffering from, you
99. 2:47will almost always believe that I can
100. 2:49help you solve them if I can describe
101. 2:50them with enough color and visual to
102. 2:52your specific situation. And mind you,
103. 2:54anyone can do this without being an
104. 2:55expert. That's the beauty. I don't even
105. 2:57need to tell you what the solution is. I
106. 2:58just have to know the problems. I'll
107. 3:00give you another
108. 3:01201 version of this is that once you
109. 3:04understand how to sell a specific
110. 3:05prospect, the product becomes
111. 3:08irrelevant. I'm going to say this again.
112. 3:10You
113. 3:12You must learn to sell the prospect, not
114. 3:13the product. I can promise you if I have
115. 3:16a lady who's in front of me who's 35
116. 3:17years old and is trying to lose weight
117. 3:18after her second kid,
118. 3:19I the sale the conversation is the same.
119. 3:22The sales conversation is the same. I'm
120. 3:25going to start with clarify what they're
121. 3:26labeling the problem. Okay, you're
122. 3:27you're 180 and you want to be 140. Got
123. 3:29it. So, it's 40 lbs difference. What are
124. 3:31you doing right now that you can't, you
125. 3:32know, that that's that's hurting your
126. 3:34life because of this? Okay, what can you
127. 3:35not do as a result of this 40 lbs? Okay,
128. 3:38got it. You can't go on vacation. Tell
129. 3:40me more about that. Hmm. Can you give me
130. 3:42an example? Right?
131. 3:44Dig. Right? Give me an example. Oh,
132. 3:46well, this last summer we had the Huh,
133. 3:48tell me more about that. Well, you know,
134. 3:49I was out with my family and we did
135. 3:51Right? You're just [ __ ] there. But,
136. 3:52it's not hard to ask. Just boom, ping
137. 3:54pong back and forth. All right? And if
138. 3:56you want to add a third one, you can,
139. 3:57but I just teach those two, and they
140. 3:58[ __ ] work great. Um
141. 4:01And so, if you like this video and
142. 4:02you're a business owner who wants to
143. 4:03break through your current revenue
144. 4:04ceiling, I distilled every lesson from
145. 4:06scaling 10 businesses past 10 million
146. 4:08and three businesses past 100 million
147. 4:10into a completely free scaling roadmap
148. 4:12that I've used to go from zero to one,
149. 4:13zero to 10, and zero to 100 plus. And
150. 4:16so, you can click here and you can check
151. 4:17it out. Again, absolutely free. And
152. 4:19since you're a business owner, I
153. 4:19appreciate you and enjoy it.