My Best Sales Tactic (to Make a TON of Money)

Summary

In this video, the speaker reveals a powerful sales tactic learned through experience rather than books, which involves building trust with customers by recommending products in their best interest, even if it means sending them elsewhere to buy. This strategy, known as using 'ghost products' or 'sacrificial lambs,' focuses on transparency, ethical selling, and helping customers make informed decisions. By acting as a trusted advisor, the salesperson gains rapport, making the closing process smoother and more effective. The approach emphasizes leveraging existing habits and offering flexible solutions to create long-term relationships.

Takeaways

• 😀 Build trust with customers by giving them something they don’t need, like directing them to a cheaper alternative elsewhere.
• 😀 Offer recommendations only after making a concession, as it increases the likelihood of the customer trusting you and buying from you.
• 😀 Use existing customer habits (e.g., brushing teeth) to introduce new products, making it easier for them to integrate the product into their routine.
• 😀 Upsell without pressure by addressing customer needs and budget, and framing the conversation in terms of value and benefits.
• 😀 Move from a transactional (across the table) to a collaborative (shoulder-to-shoulder) approach to create a more supportive and trust-based sales environment.
• 😀 The key to successful selling is transparency and helping the customer feel that you have their best interests at heart, not just your own agenda.
• 😀 “Ghost products” or “sacrificial lambs” are low-margin products you recommend to gain trust, but you don’t expect to sell them directly.
• 😀 Use psychological triggers, like associating product use with something customers already do daily (e.g., placing supplements next to toothbrushes).
• 😀 If customers hesitate due to budget, offer a tiered recommendation where you prioritize the most important products while still offering value.
• 😀 Reframe problems to show how your solution addresses the customer's pain points, reinforcing the benefits of the products you’re recommending.
• 😀 Selling in high-volume, low-ticket environments (like gyms or retail) helps develop skills that are transferable to higher-ticket, more complex sales.

Q & A

What is the core sales tactic discussed in the transcript?

The core sales tactic discussed is the use of 'ghost products' (formerly 'sacrificial lambs') to build trust with customers. This involves recommending lower-margin products, or products the salesperson doesn't sell, in a way that demonstrates care for the customer’s best interest, ultimately leading to higher-margin sales.

How did the salesperson discover the effectiveness of the 'ghost product' tactic?

The salesperson discovered the effectiveness of the tactic by accident. They initially recommended a product a customer could buy cheaper elsewhere, and to their surprise, the customer ended up purchasing more of the products the salesperson actually sold.

Why is it important for a salesperson to recommend products the customer can buy elsewhere?

Recommending products the customer can buy elsewhere is important because it builds trust. By showing the customer that the salesperson is not focused solely on making a sale, but instead is genuinely trying to help, the customer feels more confident and is more likely to buy the products the salesperson actually recommends.

What does the concept of 'sacrificial lambs' or 'ghost products' involve?

'Sacrificial lambs' or 'ghost products' involve recommending products that either have a low margin or are not critical for the customer's needs. These products are used as a tool to build trust quickly by appearing to prioritize the customer’s interests over making a sale.

How does the salesperson use instructional techniques to close sales?

The salesperson uses instructional techniques by explaining exactly how and when to use the recommended products. They link the new habits required for product use with existing habits the customer already has, making it easier for them to incorporate the product into their daily routine.

What is the significance of creating a 'prescriptive close' in the sales process?

A 'prescriptive close' is significant because it frames the product recommendation as a tailored solution to the customer’s needs. It guides the customer through the reasoning behind the purchase and how to use the products effectively, making the decision feel logical and informed.

How does the salesperson handle objections, particularly related to the customer's budget?

The salesperson handles budget objections by prioritizing the products in order of importance. They offer alternatives and make adjustments to the product list based on the customer’s budget, ensuring the most essential products are included while still addressing the customer’s needs.

What role does repetition in sales play in mastering the technique?

Repetition in sales is key to mastering the technique. By working in environments with high transaction volume, such as retail or gym sales, the salesperson refines their ability to read customers, respond to objections, and perfect their sales pitch, ultimately becoming more skilled at selling higher-value items.

How does the salesperson recommend dealing with customers' potential confusion or reluctance about certain products?

The salesperson recommends dealing with customer reluctance by reintroducing the problem the product solves. For example, if a customer is hesitant to buy a supplement, the salesperson might remind them of the inconvenience or difficulty of not using it, such as having to eat large amounts of broccoli to get the same nutrients.

What is the ultimate goal of a salesperson when using this tactic?

The ultimate goal of the salesperson is to move from a position of opposition (across the table) to a position of cooperation (shoulder to shoulder) with the customer. This means establishing a relationship of trust where the salesperson and customer work together to make the best decision based on shared information.