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If you only watch one sales video, make it this one — Transcript

by Dan Martell · 5,866 words · 795 segments · language en · Watch on YouTube

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0:00There's only one skill that every
0:01successful person has and it's not
0:03marketing. It's not AI. It's not being
0:05reallying productive. It's the ability
0:07to sell anything to anyone, even if you
0:09aren't a salesperson. Most people think
0:11being good at sales is something you're
0:13born with. Charisma or having a great
0:15personality or the gift of gab, but the
0:17best sales people in the world, they
0:18just don't wing it. They follow a
0:20process. And I'm living proof of that. I
0:22grew up as a computer nerd. All I wanted
0:24to do was write code. I loved building
0:26software because it was safe. I didn't
0:28have to talk to anybody. But guess what?
0:30Nobody paid me a dime until I learned
0:32how to sell. Learning that one skill
0:34eventually led to me closing my first
0:36$750,000 deal in my 20s to now raising
0:40over $400 million in capital and
0:42training over 200 salespeople. All
0:44because I pushed through the awkwardness
0:46and learned how to sell. So today, I'm
0:49going to walk you through my exact
0:50process for selling anything to anyone,
0:53even if you've never sold before. And at
0:55the end, I'm going to show you how to
0:56turn this into a system where it is
0:58impossible for you not to get better
1:00every single [music] time. And it all
1:02starts with the biggest misconception
1:04people have about selling. Sales isn't
1:06manipulation. Most people think sales is
1:09about trying to talk somebody into doing
1:10something, being the salesperson.
1:12Essentially saying anything to get
1:14somebody to buy. We've all met these
1:16people, the sleazy salesperson. When
1:18Daniel Pink asked people for the one
1:19word to describe sales, the number one
1:21answer he got was pushy. The Mr.
1:24transactional. How you doing? Nice to
1:25meet you. Hey, my name's Phil. Blah blah
1:26blah. No, not that. When I was in my 20s
1:29and I realized I had to learn this is
1:30because I had two failed companies. I
1:32built great tech. I thought I was doing
1:34the right thing, but I couldn't sell
1:36anybody on buying it. I couldn't even
1:37sell somebody else to join my team. So,
1:39out of desperation, I decided to go get
1:42a sales audio book, drive around my city
1:45in my old 1987 Jetta, and just listen
1:48and listen and listen to sales CDs.
1:50Found this really cool book by Jeffrey
1:52Gimer. It's called the Little Red Book
1:54of Selling. And it clicked. Selling is
1:56about serving. Write that down. It's
1:58about helping people get a result. Sales
2:00is just simply helping somebody make a
2:02decision. And what's cool is it comes
2:03from the Latin word to cut off, meaning
2:06you have two options. We're going to cut
2:07off the bad option and help you make
2:08good decisions. And what I've discovered
2:10is people actually love to buy. They
2:12just hate being sold to. There's a
2:14difference. When you need the sale, they
2:16can feel it. [music] They go on their
2:17heels. That's called commission breath.
2:20And you know when it's happening. Great
2:21salespeople pull people into the vision
2:24they want to create for their life and
2:25help them make a decision around it. And
2:27the truth is is I've never sold a thing
2:29in my life. I've just helped thousands
2:31of people make decisions. So when you're
2:33selling, let me ask you one question to
2:35help you orientate yourself. Are you
2:37doing it for the sale or are you doing
2:38it for the soul? Are you trying to help
2:40them make a better decision or you just
2:42trying to get paid a commission? The
2:44question you want to ask yourself every
2:45time you're talking to them is, can I
2:47actually help this person? That's it. If
2:50you can, we'll give them their time
2:52back. But if you can, it's your
2:53responsibility to help them decide. So
2:56now we shifted our mind that sales is
2:58nothing more than helping people. But
2:59how do we actually do that? Pros follow
3:01a process. Amateurs freestyle. I think
3:04most people feel sales is hard because
3:07they think that it's a people skill.
3:09Like I either can sell or I can't sell.
3:11Then they think sales is really just
3:13about hoping and trying to figure it
3:14out. And when it doesn't work, they just
3:16say to themselves, I just don't have it.
3:18I'm not a salesperson. or that they need
3:20more leads. It's like a few months ago,
3:21a CEO in one of my companies had a sales
3:23rep who just couldn't close any deals.
3:25And anytime the CEO took over, the deal
3:27got closed. Anytime the rep took the
3:29call, the deal got lost. When I asked
3:31the CEO to show me the process, he
3:33couldn't show me anything. He didn't
3:35have an answer. It turns out the rep
3:37handled every call differently. Duh. He
3:39didn't know any better. He just winged
3:40it. He's like, "Here's what it is.
3:41Here's why you need it. Here's our
3:43benefits. Do you want to buy it?" No.
3:45But the CEO, when you listen to that
3:46call, followed a process every single
3:49time without even knowing it. Top
3:51salespeople don't close because of
3:53charisma or talent. They close because
3:55they can run the same play every single
3:58time and they can go from rejection to
4:00rejection without losing enthusiasm.
4:02When you always follow the same process
4:04and then the deal doesn't close, it's
4:05easy to see where the deal fell apart to
4:07fix it. It reminds me of this quote I
4:09heard a long time ago, which is if you
4:11don't have a process for selling, your
4:13prospect will show you their process for
4:14not buying. So, it doesn't matter what
4:16you're selling, how small or big your
4:18sales are, it follows the same four
4:20steps. First, we have to connect. We
4:21have to build trust and control the
4:23frame. I'll get into that in a second.
4:24Two, we have to diagnose what is the
4:26real pain, and it's not what they tell
4:28you. Third, we have to prescribe. We
4:30need to show them that what they're
4:31dealing with is something we've done in
4:33a way that's very different and unique
4:34to them. And four, we got to get them to
4:37commit. We have to get them to make a
4:39decision in part with their money. And
4:41the key is is we never skip a step. We
4:43don't go ahead. We don't come back. That
4:45is part of being a professional. Even if
4:47it's a friend or a warm lead, we follow
4:49the process the same way every time.
4:51Which brings us to step one of the
4:53process, which is to connect. I've seen
4:56a lot of sales reps. They get on their
4:57first call and the first thing they do
4:59because they're a little insecure is
5:00they just talk about themselves, what
5:02they've done, how great their company
5:03is. And the problem is is they lose a
5:05chance to create a connection with the
5:06potential [music] buyer. It's kind of
5:08like going on a bad date, right? Imagine
5:10on your first date with the person, they
5:11just sit there and they're like, "Yes,
5:13my job is this and I've accomplished
5:15these things and this is my 5-year plan
5:17and my vision and my goals. Uh me me."
5:20You're sitting there and you can't even
5:21get a word in. They don't even ask you a
5:24question about you and they're trying to
5:25go from like Tinder date to the altar in
5:27one night. Unfortunately, that's how
5:29most people are selling. I get pitched
5:31all the time and it's fascinating to me
5:32that people don't stop to ask
5:34themselves, "How do I come across to
5:36Dan?" The other day, I'm walking in my
5:37car and this guy literally comes up to
5:39me and he says, "Hey Dan, I'm going to
5:41make you a billion dollars." And I'm
5:42like, "Internesting. What's your name?"
5:45He introduced himself. I had no idea who
5:47he was. And I'm thinking, "I don't even
5:49know you." And he thinks that that's the
5:51best way to get me to buy into his
5:53vision. He didn't ask me a question. He
5:54didn't lead with credibility. And yet
5:56most salespeople do this to themselves
5:59every single call. Our first job is to
6:01establish a connection with the person.
6:03People lean in to a conversation when
6:06they feel seen, heard, and appreciated
6:09and also guided. People buy from those
6:12they know, like, and trust. And those
6:14things happen if we do the other three
6:16steps in the sales process. [music] But
6:17we first need to ensure that we're
6:19connecting and controlling the frame.
6:21When I say frame, I want you to
6:22understand it's the tonality. It's the
6:24structure. It's the why is the person on
6:27the call. You are the expert. The person
6:30has a problem. You're the gatekeeper. If
6:32you're a salesperson and you work for a
6:33neurosurgeon, he's not just going to get
6:35on a call with a bunch of people. That's
6:37your job. So, you can even say, "Look,
6:38my job is to figure out if it's the
6:40right fit or not. If it isn't, I'll let
6:41you know as soon as possible. But if it
6:42is, we can talk about what it looks like
6:44to work with him." Your job is to
6:45investigate, to set the agenda. You just
6:48have to set the frame. For me, the frame
6:50I love is the doctor frame. You qualify
6:53before they go see a specialist. So, you
6:55need to understand their situation
6:57before you would [music] even tell them
6:58who they need to see. Here's how we open
7:00up every sales call to build trust. Cuz
7:02trust isn't knowing my favorite sports
7:04team or you being a fan of that sports
7:06team. It's are you going to respect my
7:08time? Are you knowledgeable? Can I
7:10assess that based on the quality of your
7:11questions? Do I feel like you understood
7:13my situation? And that's what these
7:15questions help people to believe. You
7:16want to take control of the conversation
7:18and make it very clear. One of my
7:20favorite questions to ask is why me or
7:22why [music] us? Why did you decide to
7:24reach out to us? And then you get them
7:26to sell you on you. Then I like to ask
7:28them why now. What is true about your
7:30life right now that makes this a
7:32priority? Then they sell you on why now
7:34is the right time to make a decision.
7:36See how those two questions
7:37psychologically help them make a
7:39decision. So if you do that, set the
7:41frame with the agenda. Ask them the
7:43question why me and why now? You've
7:45built that connection. And now it's time
7:46to figure out if you can actually help
7:47them, which is when we move to step two,
7:49which is diagnose. And in this step,
7:52it's always about the problem behind the
7:54problem behind the problem. If someone
7:56tells you they need more leads, I want
7:57you to know it's probably not a leads
7:59problem. How do I know that? 3,000 sales
8:02calls. And what'll happen is that if you
8:04just ask the surface question, you'll
8:05end up solving the wrong thing. And
8:07they'll walk away cuz they don't truly
8:09believe that you understand them.
8:10Because what people say is the problem
8:12usually isn't the problem they actually
8:14have. And most people don't know how to
8:16explain the pain or the problem they're
8:17dealing with. And that's why the doctor
8:18frame is so good. It's like when I was
8:20mountain biking and I crashed into a
8:22tree and broke my hand. When I went to
8:23see the doctor, I thought my problem was
8:25with my wrist. And then he grabbed my
8:26hand. He started moving my fingers
8:28around. I literally had a lightning
8:30strike go through my body, the back of
8:31my neck. He goes, "No, the wrist is just
8:33a byproduct of the amount of pressure
8:34that got into your knuckle when you
8:36accidentally punched the tree when you
8:37fell off your mountain bike." And in
8:39that moment, he became the expert
8:41because he understood the problem and
8:42pain better than I could have ever
8:44explained it. Now, I'll tell you, Dr.
8:46Alex, because he did that, he's my guy
8:48in the future. If I hurt myself in any
8:50way, he's the guy I'm going to turn to
8:51because he was able to diagnose this way
8:53faster than I could ever do it on my
8:54own. And here's the reality. If you know
8:56your customer's pain better than they do
8:58and can explain it back to them in words
9:00they couldn't even use, then you become
9:02the expert. The sale is made between
9:05their current reality and their desired
9:07outcome. This is the gap. Okay. From
9:10here all the way to there. And what
9:12we're trying to do, I'm going to try to
9:13pull without hurting my hand. We're
9:15going to pull, pull, pull, pull, pull,
9:17pull, pull, pull, pull, pull, pull,
9:18pull, AND STRETCH THE GAP. IMAGINE IF I
9:21LET IT GO RIGHT NOW. BUT right there,
9:24that's where a sales mate. So, here's
9:25how we stretch the gap. First is we need
9:27to figure out where they want to be. And
9:29I'll tell you why. Most people are more
9:30likely in the beginning of a call to
9:32tell you about their goals than tell you
9:34about the worst things that happening in
9:35their life right now. So, we want to ask
9:36them in 12 months from now, let's
9:38pretend we're celebrating, what are we
9:40celebrating? And they're like, what do
9:41you mean? It's like, well, you came for
9:42me to solve this problem. If we solved
9:43it and we sat down and we had a meal and
9:45we're cheersing each other and you just
9:47had the best year ever, what would have
9:48happened? That gets them into
9:50visualizing the experience that they
9:52want. Then, after I talk about that and
9:54get very specific about it, then I'm
9:56going to go back to, well, based on
9:57where you want to be, tell me where you
9:59at today. That creates a logical
10:01connection of asking the questions that
10:03might feel a little sensitive or private
10:05to disclose. Say you want to travel the
10:07world 12 weeks out of the year, how many
10:09weeks did you travel this year? And then
10:10the ban in the center is like, now that
10:12I've stretched the gap, what's currently
10:14preventing you from getting there? What
10:16have you tried in the past? That is such
10:18a powerful question. If we don't ask
10:20that question, we don't go deep in the
10:22understanding when we go to do the
10:24pitch. They won't believe that we truly
10:26understand their current situation. If
10:27I'm selling to you and I don't ask you
10:29what you've tried in the past, then when
10:31I make my presentation, then you're
10:33going to assume it sounds a lot like
10:34things you've done in the past. I'm
10:36dealing with an objection that isn't
10:37real that I don't even know. But if I
10:39make them verbalize that specific thing,
10:41it's like, what else is a problem? This,
10:43what have you tried in the past? Then I
10:44deal with the objection without knowing
10:46what they've tried in the past, you're
10:47going to be fighting a monster you can't
10:49see. Now, pro tip. When I'm trying to
10:51help someone make a decision, I also ask
10:53myself in real time based on what we're
10:55talking about, do I feel like they're
10:57overconfident in their ability to do it
10:58themselves? Like they feel like, oh, I
11:00could do this myself, or do they feel
11:02uncertain about themselves, in their
11:04ability to do this? Cuz both of those
11:06doesn't allow me to bring them to the
11:07center, which I call the buying zone.
11:09So, if somebody's overconfident, I need
11:11to make a comment or ask them a question
11:13that brings them down a peg. Well, it
11:14sounds like you have a plan. Why haven't
11:16you hit it yet? Or if they're uncertain,
11:18I might say something like, "My best
11:20clients when they came to me had the
11:22same thoughts that you just said. They
11:23felt the same way about their situation.
11:25And honestly, I'd be concerned if you
11:26didn't." Cuz it's those kind of people
11:28that make the investment to show up that
11:30actually will do the work to get them
11:31the results. In both situations, I'm
11:33pulling this person forward and this
11:34person, I'm bringing them back. And that
11:36buying zone is where the deal is done.
11:38And when you ask them everything they've
11:40tried or any answer they're giving,
11:41please write it down because we're going
11:43to need that in a minute. And look, if
11:44you're growing your business and you
11:46want to move from a founder sales
11:47process to a sales team sales process
11:50and you want my help, I put together my
11:51rocket selling system that I teach every
11:53entrepreneur I work with that's
11:55literally made my clients millions of
11:57dollars. I want to invite you to scan
11:58the QR code or click the link below to
12:00book a growth session with my team. I'd
12:02love to see if we can help you out. So,
12:03now that we've helped somebody feel the
12:04gap, it's time to show them how to close
12:06it. This is where we prescribe. And
12:08look, as a doctor, you can't prescribe
12:11until you diagnose because if you do,
12:13that's considered malpractice. And the
12:14truth is, people will pay more for a
12:17painkiller than they will a vitamin. If
12:19I've got a migraine, I'll pay whatever
12:21for that pill. After you do the whole
12:23diagnostic process, most people want to
12:25get right into the sales, but I like to
12:27give the buyer the perception that
12:29they're in control. And the way I do
12:30that is I repeat what they just told me.
12:32I heard you're here, you want to be
12:34here, but this is getting in the way.
12:36Did I get that right? And I'll do that
12:37for three, four of those items. Then
12:39I'll say something like, you know, so
12:41far I've been asking a lot of questions.
12:43Why don't we switch roles and you become
12:45the asker? Where do you want to go from
12:46here? And in that moment, 99% of the
12:49time, they give me back control of the
12:51call and say, I don't know, what does it
12:52look like? Then there's a perception
12:54that they're asking you to sell to them
12:56or to this next step, which is
12:58prescribe. Most salespeople when they
13:00get on a call, they're just so excited
13:02for the person. They want to tell them
13:03about their solution and they start
13:04listing features after features after
13:06feature. They want to tell them
13:08everything, all the options and the
13:10bonuses and the comparison. And the
13:11problem is is that it overwhelms buyers.
13:13And a confused mind never buys. And the
13:16more you talk, the less likely they will
13:19actually buy. Imagine you hire a real
13:21estate agent and they come and they meet
13:22with you and instead of asking you any
13:24questions or maybe they ask you three or
13:26four, they just start showing you
13:27hundreds of listings at once and instead
13:29of feeling super clear on what you want,
13:31you leave feeling even more confused
13:33than before. So, do you think you're
13:34going to buy? Your buyers could be
13:36experiencing the exact same thing. So,
13:38that's why what I recommend is you guide
13:41the process. When we asked them where
13:43they are and where they want to go, we
13:45really double clicked on what was
13:46getting in the way and what they needed
13:48most. That's when I made the mental note
13:50that I told you to write down so that
13:51when I prescribe it only maps to those
13:54things. I don't confuse them with
13:56everything else. You might have 17 other
13:58benefits. Guess what? Don't tell them.
14:00Unless it's supportive to the decision,
14:02it is confusing. And I always say the
14:05right information at the right time gets
14:07the deal done. So then what I do is when
14:09I prescribe, I'm literally going through
14:11each one of the roadblocks they gave me.
14:13Because then when I review how we work,
14:16I'm literally mapping our offer, the
14:19specific benefits to the roadblocks I
14:22got them to agree upon. When I go
14:23through the solution, it feels like a
14:26perfect fit for them. It's like a fine
14:28tailored suit. They're like, "Oh my
14:29gosh, this is what I've been looking for
14:30my whole life." And you're like, "I
14:32know." And the best part is the
14:34investment is only and I give them the
14:36price. Now, amateurs stop right there
14:38and they wait. I give them the price and
14:40then I move on to another ninja benefit
14:43that they're going to get because I know
14:45people like them struggle with X. So,
14:47because of that, I gave them this Y. For
14:48example, I'll say, and that's why the
14:51investment is only 25K. And because I
14:53know that you also probably need to get
14:54your team trained up on this, I also
14:56include two extra seats so that you can
14:58upskill two people on your team at no
15:00extra cost. See how I made the
15:02investment, moved on, gave him some more
15:04value. Then I come back to it and I go
15:05for the ask. Now, you might have heard
15:07people say the first person to talk
15:09after you say the price loses a sale.
15:11It's the first person to talk after you
15:13made the offer loses a sale. The offer
15:15for me includes letting you know what
15:17the investment is and also let you know
15:19about a benefit, but it kind of allows
15:20you to say it in a very nonchalant from
15:22the heels kind of way. It's like look,
15:24the investment is only 50K and because I
15:26know that you're probably going to
15:26struggle with this, I've also included
15:28this so that you get this kind of
15:29benefit. So, what car did you want to
15:31put that on?
15:34See, the other person will want to talk
15:36and when they talk, let them talk and
15:38say, "I totally understand." Deal with
15:40the objection. Go for the close. Now, to
15:42bring this up to the next level, we have
15:44to talk about objections because if you
15:46do it right, the objections are actually
15:48obstacles. If you bring them up early,
15:50most people, this is where they jump
15:52straight into the offer and where they
15:54lose the sale. Once you prescribe and
15:56you talk about the price, that's when
15:58you usually hear objections. That's what
15:59everybody else does. If you deal with it
16:01before you prescribe, then it becomes an
16:03obstacle. So, I call this the clear
16:05common obstacles. When you look at your
16:07calls, there's only really three common
16:09obstacles. The first one is who else is
16:11involved making the decision? Maybe it's
16:13I don't have the money. That's obstacle
16:14number two. So, you might ask them, did
16:16you put a budget aside to solve this
16:18problem? If there was a solution
16:19presented to you today, what budget
16:21would you have available to make an
16:22investment in it? The third one is, do
16:25you feel if you had the right solution,
16:26you'd have the time to implement it
16:27today? How much time could you give me
16:29per week? You want to ask them ahead of
16:30time so that when you tell them about
16:32it, they'll be like, "Well, I don't have
16:33enough time." It's like, "You actually
16:34said you did and there was other things
16:35you were working on that you probably
16:36need to stop doing so you had the time
16:38to focus on this one." So, they give you
16:40the ammunition to deal with it after you
16:42give them the prescription. So, now that
16:44we've talked about the offer, we've
16:45dropped the price. There's only one
16:46thing left to do. Get them to commit. If
16:49you've made it this far in the process,
16:51you need to collect the money. If you
16:53know you can help them, it is your
16:55responsibility to help them make a
16:57decision. Don't let people be flaky and
16:59disappear. Unfortunately, most people in
17:01the world, they don't know how to do
17:03this and they'd rather make no decision
17:05than the wrong decision. When you go to
17:07a restaurant and then you're done eating
17:09and the waiter brings you the bill, he
17:10doesn't just like say, "Yeah, thanks for
17:12coming. Hope you pay." He brings you the
17:14check and he stands there and he waits
17:16to make payment. He collects payment on
17:18the spot. High-end restaurants, high-end
17:20companies, they collect payment where
17:21you're sitting. I don't believe a yes is
17:23a sale until you get the money. And
17:24someone's saying they want to move
17:25forward and they're like, "This is
17:26great." Yeah. I know. Send me a
17:27proposal. Mm- No, never send a proposal.
17:31Ask them when they want to schedule a
17:32time to review the proposal so that you
17:34can walk it through with them because
17:36information doesn't help people make a
17:37decision cuz if it was, then they would
17:39just be researching about.com all day.
17:42Just please don't confuse a promise with
17:44a payment. [music] As a Canadian,
17:46they're super nice. They tell me all the
17:48time, "I love it, Dan. I'm buying." I'm
17:50like, "Cool. What card do you want to
17:51put that on?" Well,
17:53see that? That's not a commitment. Pros
17:56collect payment on the call. It could be
17:58a deposit if you're selling a proof of
18:00concept. It could be the wire details.
18:02It could be whatever it needs to be, but
18:04you're collecting some kind of payment
18:06that makes it a commitment on the call.
18:08And look, if you follow this whole
18:10process, this shouldn't feel awkward.
18:13This is where the call naturally ends up
18:15going anyway. I remember this one time I
18:17was talking to this guy named Matt and
18:18he wanted to work with me and I was
18:20like, "Cool." And I went through the
18:21whole process I just walked you through
18:22and we got to the point where I was
18:24like, "Great. what card do you want to
18:25put that on? And he's like, oh, well,
18:26I'm driving. I said, cool. Just pull
18:28over. Pull out your credit card. I'll
18:29wait. You're going to make me pull over?
18:30I'm like, uh-huh. And he's like, right
18:33now. And I said, look, I just want you
18:34not to have another thing on your to-do
18:36list that you might not get to. He goes,
18:37no, I promise you I'll call you when I
18:38get home. I said, I understand and I
18:40believe you. Why don't we just deal with
18:41it now? And he's like, but I'm driving.
18:43Heard it the first time. Call me crazy,
18:45but I have a lot of stuff on my to-do
18:47list I never get to, and I want to make
18:48sure we get you started. It sounded like
18:50it was important to you. If it is, I'll
18:52wait. Pull over. pull out the credit
18:53card. And I remember the whole time he's
18:55like, I can't believe you're asking me
18:56to pull over. Like, I would have called
18:58you back. And I said, look, I'm a
18:59professional. I'm going to teach you how
19:00to be a professional. And one of the
19:02things we have to make sure is we get a
19:03commitment on the call. And I will tell
19:05you, if you ever meet Matt, he'll tell
19:06you the same thing. I'm so glad that Dan
19:09forced me to make a commitment on the
19:11call. I know. I've done this quite a few
19:13times. There's like one time I got on a
19:15sales call and this guy from Chicago,
19:16he's in sales and he's like, "Hey, I'm a
19:18sales guy. Just tell me what the pitch
19:19is." And I was like, "Bro, I got nothing
19:20to sell you." 35 minutes later, he's
19:22giving me his credit card. He's like,
19:23"Wow, that was really good." I said, "I
19:26know. I can't wait to teach you." And
19:27he's like, "I thought I knew all the
19:28things." And I'm like, "I'm just Look,
19:30bro, I'm a pro." He's like, "But you
19:32said you had nothing to sell me." I
19:33didn't at that time. I didn't know if I
19:35could help you. That's the whole point.
19:37You have to diagnose before you
19:39prescribe. And at that point, I had
19:40nothing to prescribe. And guess what?
19:42Sales people love to buy. Just go to
19:44which car would you like to put that on?
19:46It's the assumptive close. I'm assuming
19:49I know where you're at, where you want
19:50to go, and you want to work with me. I
19:51want to work with you. So, all I need to
19:52know is what form of payment do you want
19:54to use? When you get used to asking for
19:56the order, and assuming they're going to
19:58then have an objection, which you say
20:00totally makes sense, and deal with it,
20:02right? Cuz you have your talk tracks,
20:03that is when the deal gets done. And for
20:05whatever reason, if you couldn't deal
20:07with the objections cuz they weren't
20:09obstacles or you couldn't get the person
20:11to make a decision and you do need to
20:13book another call, you have to bam bam.
20:15Which means you get the next call
20:17scheduled confirmed. And then you ask
20:20them a very simple question. Can I ask
20:21you a favor? They go, yeah, what's up?
20:23You go, could you do me the honor that
20:25if for any reason you can't make our
20:27call that you let me know ahead of time
20:28so that I can make myself available to
20:30the other people that want to chat? Once
20:32they make that commitment, their brain
20:34goes consistency bias. They're not going
20:36to want to break that contract. Even
20:37when you follow every step, not every
20:39call is going to close. So, how do you
20:41make sure you're actually getting
20:42better? Not just burning leads. Which
20:44brings us to the next point. Every lost
20:46sale leaves clues. Here's what I see all
20:49the time. Amateurs do a call, doesn't
20:51work out, and they just run to the next
20:53one. They essentially lose a sale, and
20:54there's no information. They never find
20:56out why the deal didn't close. where was
20:59the mistake that they made and then they
21:00just keep making on the next call and
21:02the next call. I don't know if you know
21:03this but Kobe Bryant, one of the best
21:05basketball players of our time, used to
21:07watch his own game tape from the first
21:09half of the game at halftime going into
21:12the second period so that he can see
21:15where he was making mistakes against the
21:17people he's playing so he can come back
21:19in the second half and absolutely crush
21:20it. It's a fast feedback loop and every
21:23call will tell you something. Look, if
21:25you got to the end of the call and you
21:27didn't collect any money, then there are
21:29steps that got rushed or skipped. And
21:31every lost sale leaves you little tiny
21:34breadcrumbs to figure out what was
21:35broken in the process. [music] And the
21:37best salespeople, the pros, learn from
21:39every call, especially the ones that
21:41didn't close because they know using the
21:44process I'm about to teach you that
21:45every no brings you one step closer to a
21:48yes. So, we need to do what Kobe did,
21:51which is review our game tape. And the
21:53best part is we're going to use AI to do
21:55it automagically. So the first thing we
21:57have to do is collect transcripts from
21:59any close one and also close loss
22:01transcripts because the worst thing in
22:03sales isn't knowing why you're losing.
22:06It's not knowing why you're winning
22:07because then you can't replicate it
22:09every time. So here's what I want you to
22:11do. If you're using Grockbot, nice job.
22:13Or use Claude and just point it at these
22:15files that I just asked you to collect.
22:17So we got to ask these four questions.
22:19First, connect. Did I establish trust
22:22and control the frame? Second, diagnose.
22:24Did I feel real pain and did I create
22:26desire for a solution? Three, prescribe.
22:29Did I make the solution as clear and
22:31simple as possible? And four, commit.
22:34Did I ask for the money with confidence?
22:37Find the patterns that work and what
22:38didn't and give me advice and scripts to
22:40improve. If you do that, you will build
22:43a self-perpetuating sales manager that
22:46will turn you into a weapon. I'm telling
22:49you, this process has been codified and
22:51deployed across all of my companies in
22:53that single process. I told you at the
22:55beginning, this is going to be a
22:56gamecher because nobody does this. That
22:58simple process will give you the talk
23:00tracks, will give you the objection
23:01overriding, will give you the frames to
23:03be able to go to your next call with
23:05confidence and know they're going to
23:06buy. And look, here's what I believe. If
23:09you know what you do is world class, if
23:12you know what you're selling will help
23:13people, then I consider it your number
23:16one job to get people to make a decision
23:19to work with you. I've worked with
23:20people that sell in every industry. And
23:23the reason why I'm so passionate about
23:24this is they're usually incredible
23:26people, incredible at their craft. They
23:28care about their customers, but
23:29unfortunately, they don't know how to
23:31follow a process. They don't know how
23:33structure, and they don't do it every
23:34time. And that means the person you are
23:36talking to unfortunately ends up working
23:38with somebody else that doesn't care
23:40about them, that's not going to deliver,
23:42that's literally just going to take
23:43their money and treat them like a
23:44number. If that's not you, then it is
23:46your responsibility to show up like a
23:48pro. And I'm telling you, on the
23:50backside of you doing what we just went
23:52over, you will [music] help so many
23:54freaking people and create so many
23:55resources in your life that you will
23:57wonder why you waited so long to become
23:59the best version of yourself. Cuz sales
24:01is not just about selling to people.
24:03It's about personal development done at
24:05scale. And if you know you can help
24:07people, you literally would be doing a
24:09disservice to not act like a [music]
24:11pro. So, I want to hear from everybody
24:13below. What part of the sales call do
24:15you struggle with the most? And yes,
24:16it's probably objections, but maybe it's
24:18connect, maybe it's diagnosed, maybe
24:20it's prescribe. Let me know below and
24:21tell me in the comments. And remember,
24:23if you want help scaling your sales
24:25process and growing your business, then
24:26scan the QR code or click the link below
24:28to book a growth session with my team.
24:30And if you want my full course on how to
24:32build a business that runs without you,
24:34just click here and I'll see you on the
24:35other

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