99.999% of Sales Trainers Have Never Told You This

Summary

In this training, Jeremy Miner emphasizes the importance of mastering problem-finding in sales, rather than just problem-solving. He explains how asking the right questions helps prospects realize their true problems, shifting the conversation from a surface-level response to deeper emotional needs. By using neutral language, seeding doubt, and adjusting tone, salespeople can increase their chances of closing deals faster. He highlights the power of emotional connection, urgency, and understanding the prospect's identity to build trust and open up opportunities. Ultimately, success in sales is about committing to mastery, which leads to more meaningful results for both the seller and the prospect.

Takeaways

• 😀 Mastery of problem finding is crucial for sales success. Identifying the core problems of prospects before proposing solutions increases the likelihood of closing deals.
• 😀 The key to effective selling is asking the right questions to help prospects uncover their real issues, even if they initially don’t recognize them.
• 😀 Neutral language like 'possibly working with us' helps avoid assumptive sales language, allowing the prospect to feel more in control and open up more.
• 😀 As a salesperson, your goal should be to qualify prospects through your questions, rather than letting them qualify you.
• 😀 Avoid triggering defensiveness by using a concerned and questioning tone. This creates doubt about the current solution without being aggressive.
• 😀 When prospects express dissatisfaction (e.g., 'I wouldn’t say 100%'), guide them to articulate what they don’t like about their current situation.
• 😀 Using a confused tone can help prospects feel that they need to explain themselves further, encouraging them to open up emotionally about their needs.
• 😀 To build urgency, always ask 'Why is this important to you now?' to get prospects to reveal the deeper emotional reasons behind their decisions.
• 😀 A focus on uncovering the deeper motivations (e.g., promotion, KPIs) behind surface-level responses (e.g., saving money) allows for more effective sales conversations.
• 😀 Presenting your prospects with a positive identity frame (e.g., selfless, responsible department head) makes it difficult for them to reject the frame you’ve placed them in, making them more likely to align with your solution.

Q & A

What is the core message of the speaker regarding sales training?

The core message is that mastering 'problem finding' is crucial for success in sales. The speaker emphasizes that understanding and identifying the problems of prospects is more important than just solving them after the sale.

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

Asking the right questions helps prospects realize what their real problems are, which in turn helps salespeople qualify the prospect and raise their status. It allows the salesperson to guide the conversation and shift the focus to solutions that align with the prospect's needs.

How does the speaker suggest approaching questions to uncover problems?

The speaker suggests using neutral and non-assumptive language in questions. For example, using phrases like 'What were you hoping could happen by possibly working with us?' to avoid putting pressure on the prospect while still encouraging them to reveal their underlying issues.

Why does the speaker avoid asking questions like 'Do you like what you have?'

Asking 'Do you like what you have?' would likely trigger defensiveness from the prospect. Instead, asking 'Do you 100% like the results you've been getting?' with a concerned tone introduces doubt and invites the prospect to acknowledge areas for improvement.

What role does tone play in sales conversations?

Tone is crucial in setting the emotional context of a conversation. A salesperson can use tone to seed doubt or concern without being confrontational. For example, a concerned tone can help prospects open up about the flaws in their current system without feeling defensive.

How does the speaker handle objections or surface-level answers like 'I just want to save money'?

The speaker emphasizes probing deeper to uncover the real reasons behind surface-level responses. In the case of 'I just want to save money,' the salesperson should dig further to understand the emotional drivers, such as career advancement or company responsibility.

What is an 'identity frame' in sales, and why is it important?

An identity frame is the perception or role a prospect identifies with in the sales conversation. The salesperson can influence this frame by positioning the prospect as responsible, selfless, or goal-oriented, making it harder for them to back out of the decision once they've accepted the role.

Why does the speaker emphasize urgency when asking questions?

By emphasizing urgency, the salesperson triggers a sense of immediate need or importance in the prospect's mind. This encourages faster decision-making and helps shorten the sales cycle.

How does the speaker differentiate their sales approach from others in B2B?

The speaker claims that while many in B2B sales have long sales cycles, their approach, focused on emotional connection and problem finding, results in a much shorter sales cycle—often under three months compared to the typical 12-14 months.

What advice does the speaker give about follow-up emails?

The speaker advises against using generic phrases like 'following up' or 'checking in' in emails, as they are overused and often ignored. Instead, a concise email that states, 'I called a few times last week but didn't hear back,' without additional fluff, is more likely to get attention.