The HVAC Sales TRIFECTA That Closes 88% of Deals

Summary

This script discusses the critical principles of trust, value, and urgency in sales. The speaker emphasizes that no matter how much a customer trusts you or how urgent their need is, they won't make a decision unless they value the offering. The importance of trust is demonstrated through the analogy of a dirty water bottle, highlighting the need for a clean, trustworthy appearance. Value is discussed using the example of lactose intolerance and how the offering must align with the customer's needs. Finally, urgency is crucial to prompt action. The trifecta—trust, value, and urgency—are essential to success in sales and consumer decisions.

Takeaways

• 😀 Trust is the foundation of any successful sale. If the customer doesn't trust you, they won't want to buy from you.
• 😀 First impressions are crucial—how you present yourself physically and how you communicate can impact customer decisions.
• 😀 People make subconscious judgments the moment they meet you, which affects their subsequent actions. Be intentional about your appearance and behavior.
• 😀 Value is the second critical element. If the customer doesn’t see value in your product, they won’t make a purchase.
• 😀 Even if a product is of great quality, if the consumer doesn't find it valuable, they will not take action (e.g., offering someone milk when they're lactose intolerant).
• 😀 Listening to customers, empathizing with them, and asking insightful questions are key to building value and understanding their needs.
• 😀 Urgency motivates people to act. Without urgency, even the most perfect offer can fail to close the deal.
• 😀 The trifecta for a successful sale consists of trust, value, and urgency. These elements must work together to influence a decision.
• 😀 Salespeople must create a sense of urgency to encourage consumers to take immediate action on the offer.
• 😀 Sales training must address these core principles in a way that resonates with both beginners and experienced professionals alike, using relatable examples.
• 😀 To be successful in sales, you need to balance trust, value, and urgency in your approach to make the sale and build long-term customer relationships.

Q & A

What are the three core elements that determine success in sales according to the speaker?

The three core elements that determine success in sales are trust, value, and urgency. These are crucial for both closing deals and being a consumer.

Why is trust so important in the sales process?

Trust is important because if the customer doesn't trust the salesperson, they won't be willing to receive the ideas or solutions offered, no matter how great the offering is.

How does the speaker suggest that a salesperson should present themselves to build trust?

The salesperson should ensure that they show up confidently and cleanly, making a positive first impression. They should dress appropriately, such as wearing a slim-fit coat, to avoid conveying the wrong impression.

What is the significance of asking the right questions in sales?

Asking the right questions is important because it helps to uncover the customer's needs, build empathy, and provide insights that can build value. The speaker emphasizes that they have impressed customers more by the questions they’ve asked than the answers they’ve given.

What is the 'value' element in the sales trifecta, and why is it essential?

Value refers to offering something the customer finds meaningful and beneficial. Without value, even if trust and urgency are present, customers won’t make a purchase decision.

Why would a customer not drink water from a clean glass if it contained milk, according to the speaker's analogy?

A customer would not drink water from a clean glass if it contained milk because they don't value what is inside the glass. Similarly, if a salesperson fails to build value, customers will not appreciate the offering.

What role does urgency play in the sales process?

Urgency plays a key role because it pushes the customer to act quickly. If there is no sense of urgency, even if trust and value are present, the customer may not make a decision.

Can you explain the 'urgency' part of the analogy with the crystal glass of water?

In the analogy, the crystal glass represents a perfect offering, but if the customer is too full from a competition (meaning they don't need it), they won’t drink it. This highlights that without urgency—if the customer doesn’t feel the need to act—they won't make a purchase.

What is the significance of first impressions in the sales process?

First impressions are crucial because people make judgments instantly, and these judgments will influence their future decisions. A positive first impression helps establish trust and sets the tone for the rest of the interaction.

How does the speaker cater to different experience levels in their sales training sessions?

The speaker uses principles like trust, value, and urgency to ensure that the training is relevant to both new salespeople and those with more experience. By focusing on universal principles, the message can be effectively delivered to a wide range of participants.