How To Sell A Product - Sell Anything To Anyone With This Unusual Method

Summary

The video script emphasizes the power of dramatic demonstration in sales and marketing, contrasting it with traditional methods of persuasion. It argues that showing rather than telling, creating a 'WTF effect', can be far more impactful in convincing prospects. The script uses examples from various industries, including a vacuum cleaner demonstration and Tony Robbins' fire walk, to illustrate how dramatic demonstrations build trust, showcase competence, and highlight uniqueness, ultimately leading to successful sales.

Takeaways

• 💡 The power of demonstration: Showcasing a product or service in action can be more convincing than verbal explanations alone.
• 🌟 The 'WTF effect': A dramatic demonstration that leaves the audience in awe or disbelief can create a lasting impression and build trust.
• 🎭 The importance of standing out: In a noisy and competitive market, it's crucial to differentiate yourself through unique and impactful demonstrations.
• 🧙‍♂️ Learning from magicians: Salespeople can emulate magicians by performing tricks that highlight the capabilities of their products or services.
• 🏆 Demonstrating expertise: By showing rather than just telling, you can prove your knowledge and skills, which can be a powerful selling tool.
• 🔥 Tony Robbins' strategy: Using fire walk as a dramatic demonstration to symbolize overcoming fears and achieving personal growth.
• 📺 Harnessing the reach of media: Combining dramatic demonstrations with widespread media distribution can greatly increase your audience and sales.
• 🤝 Building trust and certainty: Addressing the questions of trust, competence, and uniqueness can help in establishing credibility and convincing prospects.
• 🚀 Instant impact: Demonstrating your abilities in real-time, such as during a live sales call, can be a compelling way to showcase your skills.
• 🌐 The potential of social media: Utilizing platforms like social media can amplify the reach and impact of your dramatic demonstrations.

Q & A

What is the main concept of the ancient Chinese proverb mentioned in the script?

The ancient Chinese proverb emphasizes the power of visual demonstration over repetitive verbal persuasion. It suggests that seeing something once can be more convincing than hearing about it a thousand times.

What does the term 'WTF effect' refer to in the context of the script?

The 'WTF effect' refers to the surprise and amazement that a dramatic demonstration can create in the mind of a prospect. It stands for 'What the Fuck just happened?' and is used to illustrate the impact of showing rather than just telling in sales and marketing.

How does the script suggest entrepreneurs and salespeople can stand out in a noisy marketplace?

The script suggests that entrepreneurs and salespeople can stand out by using dramatic demonstrations to capture attention and create trust and certainty. Instead of just shouting about their offerings, they should perform actions that leave a lasting impression on their audience.

What is the significance of Tony Robbins' fire walk in the context of dramatic demonstration?

The fire walk is a dramatic demonstration used by Tony Robbins to show that individuals have the power within them to overcome seemingly insurmountable obstacles. It serves as a metaphor for personal growth and empowerment, and it has played a crucial role in building his career and brand.

How does the script relate the concept of a magician's performance to sales techniques?

The script compares a magician's performance to sales techniques by highlighting the effectiveness of showing rather than telling. Just as a magician would demonstrate their skills through tricks, salespeople can use dramatic demonstrations to effectively communicate the value of their products or services.

What are the three questions a dramatic demonstration aims to answer for a prospect?

A dramatic demonstration aims to answer three key questions for a prospect: Can they trust the person, brand, or company; is the person, brand, or company competent; and is the person special, gifted, or talented. By addressing these questions, the demonstration builds credibility and trust.

How does the script illustrate the power of dramatic demonstration in sales?

The script illustrates the power of dramatic demonstration in sales through examples such as lifting bowling balls with a vacuum cleaner to demonstrate suction power, and Tony Robbins curing phobias on national TV. These demonstrations create a strong impression and build trust and certainty in the prospect's mind.

What is the role of dramatic demonstration in personal development, as discussed in the script?

In personal development, dramatic demonstration serves as a powerful tool for individuals to overcome fears and limitations. It acts as a proof of concept, showing that if one can achieve something as challenging as walking on hot coals, they can break through other barriers in their life.

What advice does the script give for creating effective dramatic demonstrations?

The script advises that effective dramatic demonstrations should be designed to create a 'WTF effect,' eliciting surprise and amazement. They should directly address the prospect's questions about trust, competence, and special talent or ability. The demonstrations should be genuine, without scripts or pre-rehearsals, to show authenticity and expertise.

How can businesses apply the concept of dramatic demonstration in their marketing strategies?

Businesses can apply the concept of dramatic demonstration by creating visually impressive and memorable displays of their products' capabilities. This could involve public stunts, live product demonstrations, or viral videos that showcase the product's unique selling points in an engaging and convincing manner.

What is the potential impact of a successful dramatic demonstration on a salesperson's career?

A successful dramatic demonstration can significantly boost a salesperson's career by establishing them as an expert in their field. It can lead to increased credibility, a growing customer base, and potentially, a viral increase in exposure and sales.

Outlines

00:00

💡 The Art of Dramatic Demonstration in Sales

This paragraph emphasizes the importance of showing rather than just telling when it comes to selling a product. It discusses how traditional sales techniques often focus on using persuasive language and scripts, but an advanced strategy involves performing a dramatic demonstration to create trust and certainty in the prospect's mind. The example of a vacuum cleaner's powerful suction lifting bowling balls illustrates this point. The段落 also highlights the idea that such demonstrations can make a lasting impression and differentiate you from the competition in a noisy marketplace.

05:03

🚀 Using Demonstrations to Launch Successful Programs

This paragraph discusses how influential figures like Tony Robbins have used dramatic demonstrations to launch and promote their programs. Tony Robbins' fire walk is highlighted as a powerful demonstration that built trust and showcased his ability to help people overcome fears and achieve personal growth. The段落 also mentions three key questions that prospects ask themselves: trustworthiness, competence, and uniqueness. It suggests that by addressing these through dramatic demonstrations, one can create a significant impact, akin to jumping out of a plane without a parachute.

10:03

🌟 Harnessing the Power of Dramatic Demonstrations

The final paragraph draws attention to the success of famous magician David Copperfield, who built his career on a few dramatic demonstrations. It encourages businesses to be dramatic and interesting in their marketing, rather than boring, and to show rather than just tell. The段落 suggests that combining dramatic demonstrations with massive distribution channels like TV or social media can lead to widespread success and sales. It ends with an invitation to join a free web class to learn more about advanced closing and selling techniques.

Keywords

💡Dramatic Demonstration

A key concept in the video, 'dramatic demonstration' refers to the act of showing rather than just telling. It's about creating a powerful, memorable experience that convinces the audience of the effectiveness or value of a product, service, or idea. In the context of the video, this is exemplified by the vacuum cleaner demonstration, where the powerful suction is shown by lifting bowling balls, creating a 'WTF effect' that leaves a lasting impression on the viewer.

💡WTF Effect

The 'WTF effect' is a term used in the video to describe the reaction of surprise and disbelief when witnessing something unexpected or extraordinary. It's a moment that captures full attention and creates a sense of awe, which can be a powerful tool in sales and persuasion. The effect is named after the common exclamation 'What the F***' that people might say when they encounter something that defies their expectations.

💡Sales Strategy

A 'sales strategy' is a planned approach to selling products or services that focuses on persuading potential customers to make a purchase. In the video, the speaker emphasizes the importance of moving beyond traditional sales pitches and scripts to more impactful methods like dramatic demonstrations. The goal is to stand out in a noisy marketplace and create trust and certainty in the minds of prospects.

💡Trust and Certainty

In sales, establishing 'trust and certainty' is crucial as it builds a strong foundation for a potential buyer's decision-making process. Trust means that the customer believes in the seller's honesty and integrity, while certainty refers to the customer's confidence in the product's ability to meet their needs. The video highlights the use of dramatic demonstrations as a way to create this sense of trust and certainty by showing rather than just telling.

💡Competence

In the context of the video, 'competence' refers to the ability, skill, or proficiency in a particular area. It is a quality that customers seek to ensure they are engaging with knowledgeable and capable individuals or companies. Demonstrating competence is essential for gaining the trust of prospects and convincing them that the product or service being offered is of high quality and worth their investment.

💡Personal Power

The term 'Personal Power' in the video refers to the inner strength, confidence, and ability to influence one's life and overcome obstacles. It is the title of one of Tony Robbins' early programs, which he used to launch by demonstrating his ability to cure phobias on national TV. This dramatic demonstration helped to establish his authority and expertise in personal development and motivation.

💡Show Business

In the video, 'show business' is used metaphorically to describe the idea that everyone involved in sales and marketing is, in a way, an entertainer. The term originates from the entertainment industry but is applied here to emphasize the importance of capturing attention, creating memorable experiences, and engaging the audience to effectively sell products or services.

💡Marketplace Noise

The term 'marketplace noise' refers to the clutter, competition, and distractions present in a business environment. It's the challenge of standing out among numerous competitors and capturing the attention of potential customers. The video suggests that using dramatic demonstrations can cut through the noise and make a product or service memorable.

💡Fire Walk

In the context of the video, 'fire walk' is a dramatic demonstration used by Tony Robbins to symbolize overcoming fears and achieving personal growth. It involves walking barefoot over hot coals, which is a powerful metaphor for conquering challenges and breaking through limitations. This demonstration is used to create trust and certainty in the mind of the prospect, showcasing Robbins' ability to empower individuals.

💡Expertise

The term 'expertise' refers to the specialized knowledge, skills, or experience in a particular field. In the video, demonstrating expertise is crucial for gaining the trust of potential customers and establishing oneself as a credible and reliable source of information or service. The speaker uses the concept of expertise to highlight the importance of proving one's abilities through actions rather than just words.

💡Closing Model

The 'closing model' mentioned in the video refers to a systematic approach or method used to finalize a sale. The speaker emphasizes the effectiveness of his own closing model through dramatic demonstrations, such as conducting a live sales call. This model likely includes techniques for persuading prospects, overcoming objections, and securing commitments from customers.

Highlights

The importance of visual demonstration over verbal persuasion in sales.

Ancient Chinese proverb emphasizing the power of seeing over hearing.

The common mistake of salespeople focusing on persuasive language rather than demonstration.

The concept of a dramatic demonstration to create trust and certainty.

The analogy of all businesses being in show business due to market competition.

The example of a magician effectively demonstrating their skills over merely talking about them.

The WTF (What the Fuck) effect as a powerful sales tool.

The vacuum cleaner demonstration showing powerful suction by lifting bowling balls.

The metaphor of vacuum cleaner's power in relation to real-world usage scenarios.

Tony Robbins' use of dramatic demonstration in launching his Personal Power program.

The impact of Tony Robbins' fire walk as a demonstration of personal potential.

Three key questions a prospect asks: trust, competence, and uniqueness.

The example of closing a sale live on camera as a dramatic demonstration of sales skills.

Teaching sales techniques through live role play in a virtual classroom.

Solving long-standing business problems in a one-hour strategy session.

David Copperfield's career built on a few dramatic demonstrations.

The advice to be dramatic and interesting in marketing and promotion.

The invitation to a free web class to learn about advanced psychology of closing and selling.

Transcripts

- Go ahead.

Sell me this (vacuum whirs) vacuum cleaner.

What would you say to me?

How would you explain the features and benefits?

What do you have to do to cause me to want to buy from you?

Go ahead, comment below.

(explosion)

There's an ancient Chinese proverb that said,

"Hearing something 1,000 times is not as convincing

"as seeing it once."

You see, most entrepreneurs and salespeople,

when they want to sell a product,

when they want to sell something to someone,

they always focus on, "What do I need to say?"

They want to focus on using smarter words,

fancier words, or better scripts.

That's good.

That's Closing 101.

But today, I'm gonna teach you an advanced strategy

so you can sell anything to anyone, anytime.

And it is not what you think.

Today I'm gonna teach you a very unusual strategy

on how to do that.

One of the most profound questions that you can ask

when you want to sell anything to anyone is,

"What is the one dramatic demonstration

"that I could do to create trust and certainty

"in the mind of my prospect?

"How could I show and not just tell?"

You see, it doesn't matter what business you're in,

what industry you're in, what products or services

that you are selling, right?

There's a saying.

There's no business like the show business.

Well, guess what.

We're all in a show business

in one way, shape, or form or another,

because there's so much noise in the marketplace.

There's so much competition in the marketplace.

So how do you stand out?

Imagine this.

Imagine you are a magician,

and you are going out there in the street.

Now, here's what most salespeople and entrepreneurs do.

They go yell from the top of their lungs and say,

"Hey, I'm the best magician in the world.

"Look at me.

"I can do card tricks, I can do coin tricks,

"I can do all kinds of tricks.

"Look at me.

"Trust me, I am the best.

"I can do all kinds of tricks.

"You will be dazzled, and you will be amazed.

"Come on, come on, let me show you."

You could do that all day long,

and that's what most marketers/entrepreneurs do

all day long.

Or what could you simply do is simply,

"Hey, let me show you something."

You just perform a trick.

"Hey, hold onto this."

Or, "Hey, choose a card."

Right there, that's what I call a dramatic demonstration.

I call that the WTF effect.

What the Fuck just happened?

WTF effect.

So how can you use that in your business?

Let me give you a perfect example.

Vacuum cleaner.

If you are pushing the features and benefits,

how durable the vacuum cleaner is,

or how good the vacuum cleaner is,

or how good the company is,

or how many vacuum cleaners that we've sold, that's all good

but if you watch this particular infomercial,

the closer, the pitchman, he's not doing that.

He is talking about the vacuum cleaner,

but he also does that through a dramatic demonstration.

He uses the vacuum cleaner to lift up a bowling ball.

And you're like, "What the heck is that?

"That is so crazy."

Not just that.

He even demonstrates not lifting just one bowling ball

but two bowling balls.

That's a WTF effect.

You're like, "What is this?"

Now, he's doing that

to demonstrate how powerful the suction is.

So in your mind, when you see that, you and I both know

you're not going to use that vacuum cleaner to, you know,

suck up a bowling ball.

That's not what you're gonna do.

You're gonna use it to mop the floor, right?

And clean up some dust.

But in your mind, what happens?

Wow, if the suction is powerful enough for the bowling ball,

of course, a little bit of, like, dirt, maybe dust,

that is easy.

Bingo.

See, right there?

Sold.

That's the power of dramatic demonstration.

So you need to ask yourself the question.

How could you show, not just tell?

Tony Robbins.

Now, Tony Robbins, when he was just getting started,

he was using dramatic demonstration to launch Personal Power

his program on TV.

What did he do?

At a time as a young Tony Robbins, he would go on TV,

and he would challenge different types of therapists,

and he would say, "You know what?

"Give me your toughest patients,

"patients that you've worked for years,

"you've worked with for years, and you couldn't help them,

"you couldn't cure them.

"Give me your worst case phobia.

"Let me handle that, and I will cure that person,

"eliminate their phobia, on national TV."

That's a dramatic demonstration, right?

Right there, the snake phobia,

and Tony would cure that lady, that person,

in a very short period of time,

be able to wrap that snake over her neck

even though she's had a snake phobia her whole life.

Powerful.

Later on, that not only launched Personal Power,

Unleash the Power Within.

Now, if you know anything about Unleash the Power Within,

comment below.

Take a guess.

What is the one dramatic demonstration

that Tony Robbins uses to create trust and certainty

in the mind of the prospect?

Can you guess it?

That's correct.

Fire walk.

Fire walk.

Tony built his entire career on one dramatic demonstration

that in order to break free, in order to regain the power

that you know you have within you, through a demonstration.

If I could walk across hot coals, what does that mean?

It means I can break free.

I can break through.

That I am unstoppable.

It is a metaphor.

It is a dramatic demonstration.

If I could do that, what else could I do in my life?

Can you see how powerful dramatic demonstration is?

Now, when you are creating dramatic demonstrations

for your business, there are three questions

you have to understand.

This is the question that your prospect is asking.

"Can I trust this person?

"Can I trust this brand?

"Can I trust this company?"

That's the first question.

The second question is, "Is this company,

"is this person, is this brand competent?"

Competent.

Number three, "Is this person special?

"Is this person gifted?

"Is this person talented?"

That's what's going through their mind,

and when you can demonstrate that,

it's almost like jumping out of a plane

without a parachute.

When you can do that, you create that WTF effect.

When Tony does that curing the phobia on national TV,

that's jumping off a plane without a parachute.

You see, in my career, I've used this multiple times.

I'll give you a perfect example.

Example number one, if you have watched my video

on closing on sales call, I did a dramatic demonstration.

If you have not watched the video,

you can click on here and watch that particular video

where I did a live demonstration, a sales call.

Instead of me telling you, "Okay, I'm a very good closer.

"I train closers, and here's my experience,

"and here's my resume," what did I do?

I did a dramatic demonstration.

It was just during the phone call, right?

I asked my camera man, Matt, and say,

"Hey, you know, Matt, turn the camera."

We go, and right there I closed a sale

right in front of the camera.

That's I don't know what he's gonna say.

I don't know what the prospect is gonna say.

I don't know what objection he's gonna give me.

It doesn't matter because if I'm confident

in what I do,

and I know what I'm doing, and I have expertise, it's okay.

Let's go.

That's a form of dramatic demonstration, and as you can see,

why the video went viral.

It's gotten hundreds and hundreds and hundreds

of thousands of views.

That's one example.

I'll give you a second example.

When I teach my class

how to take a closer certification program

that I would have so many students in the class,

and I would open up the line, and I would say,

"Okay, go ahead, unmute.

"Show me how you usually sell.

"What do you do?

"Close me."

And right there, they would do the role play

with my other students in the class or with me.

No script,

no pre-rehearsal, anything like that.

Boom, we just go.

And I would teach them and coach them.

I would demonstrate how I would close

right there in front of virtually a thousand people

from over a hundred countries.

That's a dramatic demonstration.

I'll give you another example

how I've used this in my career.

When I was back there doing more consulting,

I don't do much consulting anymore,

but when I was doing more consulting

with entrepreneurs and CEO's, very often, we would start off

with what I call a one hour strategy session

where they would come to my office.

We would have a big, huge whiteboard,

if you can imagine, right?

And I'd have my marker, and I would say,

"Okay, give me your biggest challenge.

"Give me your biggest business problem."

Right there, I would brainstorm on the whiteboard.

I would ask them questions.

They would give me different answers.

And they've only paid me for that one hour.

And through that one hour, I'm always able to overcome

and come up with a plan that they could implement

to solve one of the problems that they have.

It could be a problem or challenge

that they've been experiencing for months or years,

and yet I'm able to dramatically demonstrate my expertise.

No Power Point, no plan, no proposal.

Just go.

Let's go.

From there, they say, "Holy, my god.

"Dan could do this in one hour.

"What happens if I would hire him to work with our company

"for months and years?"

That's another form of dramatic demonstration.

David Copperfield, one of the greatest magicians in history.

How did he build his career?

You got it.

He built his career based on a handful

of dramatic demonstrations or tricks or performance, right?

Walking through the Great Wall of China,

flying over the Grand Canyon, right?

Making the Statue of Liberty disappear, vanish.

A few things.

That's all you need.

So when you are marketing, when you are promoting,

be dramatic.

Don't be boring.

Be interesting.

Show, don't just tell.

When you can combine dramatic demonstration

with massive distribution like TV or social media,

you can sell something to millions and millions of people.

You can get your products out there,

and a lot of people will want to buy from you.

If you want to learn more about the advanced psychology

of closing and selling, I invite you to join me

for a two hour free web class.

My team will put a link somewhere here, maybe below.

Go ahead and click on that, and join me for this class

where I will demonstrate to you the power of

my closing model.

So go ahead, click on a link,

and I'll see you in my web class.