TGP Events: Psychology and Technique of Upserving with Brian Carter

Summary

In this insightful talk, Brian Carter emphasizes the art of upserving in sales, highlighting its importance beyond mere technique. He shares personal experiences and strategies, such as understanding customer motivations and leveraging psychology to enhance the sales process. Carter's approach focuses on creating a connection, building rapport, and offering personalized solutions, ultimately transforming the sales pitch into a customer-centric experience.

Takeaways

• 🚀 Upserving is a critical yet often neglected skill in sales that requires continuous development beyond just doing it to doing it well.
• 🌟 Brian Carter's successful upserving in Oklahoma City demonstrated the power of consistent upserving to maximize sales potential.
• 📈 The importance of treating upserving as a skill to be honed, rather than a binary action of doing or not doing, was emphasized.
• 🛠️ The script mentions the significance of technique in upserving, including timing, phrasing, and understanding customer pain points.
• 🧠 The psychological aspect of upserving was highlighted, focusing on understanding customers' fears of regret and discomfort with spending.
• 💡 The speaker shared personal sales experiences to illustrate the impact of upserving on achieving significant sales figures.
• 🔑 Empathy and personal connection were underscored as essential for converting initial interest into larger sales through upserving.
• 🎯 The script suggests that understanding the 'why' behind a customer's decision is crucial for tailoring upserving approaches effectively.
• 💼 Knowledge of packages, bundles, and special offers was identified as a key component of technique in upserving to provide customers with attractive options.
• 🤝 The importance of creating a positive buying atmosphere through rapport building and addressing the customer's silent voice was discussed.
• 🎉 The speaker concluded with the idea that upserving should be fun and energized, aligning with the customer's motivations and experiences.

Q & A

What is the main topic of Brian Carter's discussion?

Brian Carter's discussion is primarily about 'upserving', a sales technique to increase the value of a customer's purchase by offering additional products or services.

Why does Brian emphasize the importance of upserving?

Brian emphasizes upserving because it is an area that many salespeople neglect, treating it as a binary action rather than a skill to be developed and perfected.

What was Brian's biggest week of sales for the year mentioned in the script?

Brian's biggest week of sales for the year mentioned in the script was when he sold over $14,000 worth of products in two days at Canton.

What sales techniques did Brian use to achieve his high sales week?

Brian used various upserving techniques such as taking a trimmer to a showstopper, increasing the number of table knives sold, and offering buy-three-get-one-free deals with additional upsells.

What is the significance of the 'right item' in the context of upserving?

The 'right item' refers to a product or package that genuinely excites or animates the customer, making them more likely to accept an upsell.

What role does the customer's budget play in the upserving process?

The customer's budget is a significant factor in the upserving process, as it sets a limit to what they are comfortable spending, but Brian suggests that often the real barrier is the customer's fear of regretting their decision.

What is the '10 pays' method mentioned by Brian, and how does it relate to upserving?

'10 pays' is a payment method where customers can pay for their purchase in ten installments. Brian suggests that consistently offering such payment options can help overcome budgetary barriers in upserving.

What does Brian suggest is the key to moving beyond a simple upsell to a more personalized approach?

Brian suggests that the key to a more personalized approach is understanding the customer's 'why'—their motivating factor for making a purchase—and tailoring the upsell to serve that reason.

How does Brian recommend using third-party stories in the upserving process?

Brian recommends using third-party stories to provide social proof and to create a positive emotional experience for the customer, which can help in closing upsells.

What is the significance of 'smiling with your eyes' in the context of the script?

In the context of the script, 'smiling with your eyes' is a technique to convey positive energy and enthusiasm to the customer, which can help in building rapport and closing sales.

What are the three steps Brian outlines for effective public speaking, and how can they be applied to upserving?

The three steps for effective public speaking outlined by Brian are: acknowledging the group, earning the right, and speaking to their silent voice. These can be applied to upserving by understanding the customer's perspective, re-establishing credibility after their initial purchase, and addressing their unspoken feelings and concerns.

Outlines

00:00

📈 Upserving Mastery and Sales Techniques

The speaker introduces Brian Carter as an expert in upserving and highlights his sales achievements in Texas and Oklahoma City. The speaker emphasizes the importance of upserving as a fundamental pillar in the event space and notes that many salespeople neglect this area. They discuss the need to view upserving as a skill to be developed rather than a binary action. The speaker shares personal sales successes, attributing them to consistent upserving and the ability to help customers visualize the value of additional purchases. They stress the importance of technique and psychology in upserving, suggesting that while many have the technique down, the psychological aspect of understanding customer motivations and addressing their concerns is crucial.

05:01

🎯 Enhancing Upserving: Technique and Psychology

The speaker delves into the two key components of maximizing upserving: technique and psychology. They acknowledge the importance of knowing the right timing, phrasing, and foundational principles of upserving. The speaker also discusses the need for product knowledge, including packages and bundles, and the ability to offer back-pocket specials based on customer interests. They highlight the importance of asking interest-peaking questions and identifying pain points to tailor upsells effectively. Additionally, the speaker touches on the psychology of sales, suggesting that understanding customer fears of regret and discomfort with spending can be as important as the technical aspects of upserving.

10:02

🤔 Addressing Customer Hesitations in Upselling

The speaker explores the common reasons why customers might hesitate to accept an upsell, such as the item not being right for them, budget constraints, or fear of regretting their decision. They emphasize the importance of personalized interaction over a scripted approach, suggesting that understanding the customer's 'why' can lead to more successful upsells. The speaker shares anecdotes of successful sales interactions where they connected with customers on a personal level, using empathy and rapport to overcome objections and close deals. They stress the importance of creating a positive emotional experience for the customer as a key to successful upsells.

15:02

💼 Leveraging Customer Motivations for Effective Upselling

The speaker continues to discuss the importance of understanding the customer's motivations and using this knowledge to upsell effectively. They share examples of how they used third-party stories and social proof to build trust and create a buying atmosphere. The speaker also emphasizes the importance of creating a positive and fun experience for the customer, suggesting that this can be a powerful motivator for purchases. They discuss the importance of not overwhelming customers with too many options and maintaining clarity in the sales process to avoid confusion.

20:02

🌟 The Art of Public Speaking and its Relevance to Upselling

The speaker concludes by drawing parallels between public speaking and upselling. They outline a three-step approach to speaking that can also be applied to upserving: acknowledging the audience, earning the right to continue the conversation, and speaking to the audience's silent voice. The speaker suggests that by understanding and addressing the customer's feelings and motivations, salespeople can create a more effective and empathetic selling environment. They also provide a bonus tip on avoiding overwhelming customers and maintaining focus during the sales process.

Keywords

💡Upselling

Upselling refers to the sales technique of promoting to customers a more expensive or higher-grade product or service than they originally intended to purchase. In the video, the theme revolves around the importance of upselling and how it can be effectively implemented by understanding both the technique and the psychology behind it. The speaker emphasizes the need to move beyond simply offering upsells to truly mastering the skill, as demonstrated by Brian's success in Oklahoma City.

💡Sales Technique

Sales technique encompasses the methods and strategies used by salespeople to persuade potential customers to make a purchase. The video discusses the importance of having a solid sales technique, particularly in the area of upselling, and how it can be refined to improve sales outcomes. The script mentions the use of scripts, timing, and phrasing as part of the technique.

💡Psychology of Selling

The psychology of selling involves understanding the mental processes and motivations behind a customer's purchasing decisions. The video highlights the significance of not only having the right sales technique but also tapping into the psychological aspects of selling. It suggests that fear of regret, comfort with the budget, and the right item or package are key psychological factors influencing a customer's decision to upsize their purchase.

💡Customer Engagement

Customer engagement refers to the level of interest and involvement a customer has with a product or service. The script discusses the importance of engaging customers by creating energy, gaining their attention, and understanding their motivations. An example from the video is when the speaker talks about connecting with a customer by understanding the emotional aspect of their purchase, such as gifting a product to a family member.

💡Product Knowledge

Product knowledge is the understanding of the features, benefits, and selling points of the products being sold. In the context of the video, having in-depth product knowledge is crucial for effective upselling. Salespeople should be familiar with different packages, bundles, and special offers to tailor their upsell approach to the customer's interests and needs, as illustrated by the speaker's discussion on the importance of knowing packages and programs.

💡Consistency

Consistency in this video refers to the regular and persistent application of sales techniques and strategies. The speaker mentions the need for consistency in upselling efforts, emphasizing that it is not just about occasionally offering an upgrade but about continually developing and applying the skill of upselling to improve sales performance.

💡Empathy

Empathy in sales is the ability to understand and share the feelings of the customer. The script discusses the importance of empathizing with customers during the upsell process, which involves acknowledging their perspective and connecting with them on a personal level. An example is when the speaker talks about understanding the customer's 'why' and creating a positive emotional experience for them.

💡Sales Scripts

Sales scripts are pre-planned dialogues used by salespeople to guide their sales conversations with customers. The video mentions the significance of having effective sales scripts for upselling, which include transition phrases and a clear structure to follow during the sales pitch. The speaker refers to the scripts as a foundational principle of upselling.

💡Customer Experience

Customer experience encompasses all interactions a customer has with a company, influencing their overall perception and satisfaction. The video emphasizes creating a positive customer experience during the upsell process, suggesting that it should be enjoyable and exciting for the customer. The speaker talks about making the upsell fun and bringing energy to the interaction as part of enhancing the customer experience.

💡Sales Momentum

Sales momentum refers to the building up of positive energy and enthusiasm during a sales interaction, which can facilitate a purchase decision. The script discusses the importance of maintaining momentum after the initial 'yes' from the customer, using it as a springboard to introduce additional products or packages. The speaker gives examples of how to capitalize on this momentum to upsell successfully.

💡Budget Constraints

Budget constraints are the limitations on spending due to the customer's financial situation or willingness to pay. The video addresses the challenge of budget constraints in upselling, suggesting that while price is a factor, it is often the customer's comfort with spending and fear of regret that play a more significant role. The speaker discusses how understanding and addressing these constraints can help in overcoming objections and closing the upsell.

Highlights

Brian Carter's expertise in upselling and his impact on sales, particularly noted in Oklahoma City.

The importance of upselling as a fundamental pillar in the event space alongside new customers, upgrades, and objections.

The tendency to neglect upselling and treating it as a binary action rather than a skill to be honed and developed.

The team's focus on improving objection handling and the need for a similar emphasis on upselling.

Brian's personal journey in building his business around upselling due to his unique set of skills.

A successful sales week for Brian, including significant upsells that contributed to his best week of the year.

The concept of 'upserving' as a process rather than a single action, with examples of Brian's successful strategies.

The psychological aspect of upselling, understanding customer motivations and fears of regret.

Technique and psychology as the two sides of maximizing upselling, with a focus on both being crucial for success.

The importance of product knowledge and having ready 'back pocket specials' for various customer interests.

Using interest-peaking questions and understanding customer pain points to transition into presenting packages.

The underrated technique of upsell upgrades into new sets as a sneaky and effective sales strategy.

The common barrier of budget and how offering payment plans can alleviate this issue.

The power of empathy and personal connection in the upselling process, moving beyond a scripted approach.

Creating a positive emotional experience for the customer as a key to successful upselling.

The importance of clarity and focus when presenting packages to avoid overwhelming customers.

Brian's approach to public speaking and its applicability to upselling, including acknowledging the group, earning the right, and speaking to their silent voice.

The final emphasis on understanding the customer's 'why' and making the upsell serve them on a higher level.

The collective appreciation for Brian's insights and the reminder of the importance of consistent application of upselling techniques.

Transcripts

but we are gonna transition over

to

mr brian carter uh and he is now going

to be talking to us about upserving um i

think brian does this really well in

texas as well but i think like the time

i i really stopped and took notice of it

was this last year in oklahoma city um

with brian's custom with brian's past

customers he was just like

package after package up serving to

another thing all these package deals

like just crushing it with past

customers and i was like dang i always

know brian is a good sales person on our

team but that was one of those times

when i was like man brian is just like

crushing it and just leading the team

right now in uh in terms of sales so

that was awesome to see and i know a lot

of it was just through the consistent up

serving process so um brian's gonna walk

us through um up serving

i love it i love it i love getting a

chance to be sandwiched between curtis

and josh that is there's a brutal place

in the agenda but uh i am i am up for

the task or at least i think i am so uh

let me do this uh let's get that pin for

the recording okay perfect well guys um

for my part you know i'm gonna get a

chance to cover a topic that uh we all

know is super important um we know our

four fundamental pillars within the

event space and that's new customers

upgrades objections and up serving or

upselling um i will never not called up

selling by the way i apologize for that

but i'm just i'm just gonna go ahead and

preface that and i think we all

understand the importance of all those

areas but but upselling is the one area

that i honestly think a lot of our best

people kind of unintentionally neglect

now don't be wrong not that you're not

doing it but i think a lot of us treat

it as this very binary thing we treat it

as the thing we either do or we don't do

rather than a thing that we do versus a

thing that we do really well or that

we're continuing to develop that skill

set

a couple years ago we really got right

on objections okay and i think that's

something we should never stop working

on but but we had this sort of come to

jesus moment as a team where we're you

know every year we're working on

improving our upgrade scripts and

staying current on new customers but

we're like man i think for objections i

think we we all have answers that we say

but we're not as confident proficient as

we could be so we really started

drilling that our objections master

class videos are like our most watched

videos that we put out through the team

and i think that was such a key thing

and honestly i think in a lot of ways i

think up serving is kind of like do that

moment in the sun and and that's an area

that uh truly i i've kind of had to

build a lot of my business around

because you know in a lot of ways i lack

some of the skill and technique that

some of y'all have had so i've had to

make up for it with just connections and

the ability to help customers really

visualize

how you know adding these extra things

to their collection could be a really

exciting thing um this last week was a

pretty good week for me sales-wise it

was my biggest week of the year so far

i sold 5k over two days at canton and

that was on five orders i had a thousand

dollar phone order that that i worked up

and i had a eight thousand dollar

business gift order and so you know for

me you know anytime i'm over 14 grand

for the week you know i'm i'm not curtis

i'm not dropping 10k weeks i haven't

been in the field in a hot minute um you

know that was a really big week for me

that's for sure and out of those though

if you if you strip them down to just

the initial yes if i had not been on my

game when it came to really up serving i

would not have had that week like i you

know at canton it was taking a trimmer

all the way to a show stopper you know

from the you know we had dropped down to

the trimmer for the record like that's

on the actual yes here's what i will get

um it was taking a replacement table

knife up to five table knives it was

taking a yes on the galley up to an

ultimate okay so we went from a sig

dropped down to a galley and took it

back up to an ultimate set um it was

taking a four table knives that i did a

buy three get one free and upping that

with three extra hearty slicers three

cheese knives and nothing for free on

that i was taking a 215 dollar cpo peace

order and getting a 900 builder upgrade

and it was taking that business gift

order which originally was a 2700 order

got it up to six and then when all was

said and done got it up to like 8 400.

and so i i think this is an area where

there's so much meat left on this bone

and and uh and it's something that we

just want to make sure we continually

are working on um this is a topic that i

try to go over with our new reps now

obviously you know they don't know how

to do anything yet but but i literally

show them in training i show them this

like uh image right here okay and and

it's just something i use and and trying

to explain the gap that the gap is not

going from like you know getting a uh

the gap is not going from buying small

stuff to buying big stuff okay like like

i think you guys know that just

intrinsically like the purchasing

decision is where you're actually having

to animate people and and motivate them

and drive them so really the gap from

you know getting nothing to getting one

knife is so much bigger than the gap

from getting one knife to getting a lot

of knives that you know for me i think i

have this sort of level of excitement

and energy once i get to that point of

yes probably because i'm naturally a

little bit of an anxious person i get

that so i'm so excited that i get that

yes that it creates a sort of you know

reciprocity i guess like i get excited

they get excited and we kind of use that

as a jumping off point so that being

said how do i how do we actually use

this time to try and if not teach you

something reinforce a subject that i

know you all have a lot of proficiency

in and you do this really consistently

for me i wanted to take this kind of a

different direction i'm not going to try

and re-teach you uh like the steps to up

serving because josh nailed that for us

you know six years ago seven years ago

um i told him at the time that that very

first upserving he talk he did that that

was the best sales message i had ever

heard him given um you know the timing

transition phrases having a map to

consistently follow every single

solitary time it was just so key so i'm

not going to try and embellish on that

what i want to focus on instead is kind

of the two sides to maximizing up

serving and maximizing up selling number

one is technique okay that's like the

first side and i think that's where we

spend a lot of our time appropriately

all right best sales people use the best

skil the best scripts but number two is

the psychology side and i think that's

the part that maybe i am naturally a

little bit stronger at and and has

allowed me to have some pretty good

success going through it now when it

comes to the technique um again guys you

know for the technique it's it's knowing

the timing it's knowing the phrasing

it's the hey just so you know um you

know it's it's making sure that you

continue to ask again knowing they'll

tell you when they're done it's those

those funding you know foundational uh

principles to up serving but but even

going beyond that kind of the second

part of technique is how is your

knowledge on packages and programs and

bundles um guys we have incredible talks

on this matt foss has brought the goods

so many times uh luke last year at our

state fair prep he did a 1k upselling

message that is i think one of the best

messages luke has ever brought to our

team fyi i'll try to repost the link to

make it easy to find but but how is like

your actual product knowledge on some of

those packages do you have easy back

pocket specials you can offer do you

have things on deck to be able to throw

out just based off any interest that

you're seeing in your clients um do you

know good interest peaking questions for

each program like how you can use

questions to transition into presenting

flatware or cookware things like that

you know curtis is so good at pain

points identifying pain points at these

different projects

or these different packages and bundles

can really solve and honestly just on a

scale of one to ten you got to ask

yourself how clean and efficient are you

walking someone from interest questions

all the way to closing on one of these

packages

to me i get it those are like business

gifts and cookware and flatware that's

way bigger than just an upserving talk

but those are like those are the weapons

the upserving is just setting the stage

it's opening a door for you to then go

step into those different packages but

you kind of need to be right with

yourself and say how prepared am i with

that um guys for me the hit list for my

technique side it's it's the fundamental

steps you know timing just so you know

they'll tell you when they're done it's

the interest peaking questions it's

program and package knowledge with your

common pain points and those back pocket

specials i think those are those are the

real keys to technique by the way

underrated technique tip always try to

uh to upsell upgrades into new sets

so underrated so sneaky i see calvin do

that all the time i've seen josh do that

i see luke do that when you're doing an

upgrade i've seen seth do that a million

times if you're at a 1700 upgrade and

you don't at least pitch a whole new

ultimate set at a discount you're crazy

because there's a lot of customers who

will say yes to that i think that's a

sneaky underrated tip but i gotta tell

you this i think at the end of the day

more often than not the wall we hit is

budget we've hit the limit to what

they're comfortable spending and that's

okay that's that's fine but if the

budget was really what was holding

people back uh honestly i think we would

do a lot more 10 pays i i get it a lot

of us just aren't consistent

consistently offering 10 pays 15 pays

things like that by the way i love 10

pays okay it's so great when that second

half goes through uh for the old timers

like like josh and john israel and

curtis and and brad it's like that five

pay when you hit the middle payment like

you got the rest of your money uh it was

like that great feeling that's what 10

pays are like to me

but honestly i'm just at the opinion

that if it was about his money as much

as we seem to think it was um that that

people would take advantage of that i

just think they would so i think the

real hold up is not so much whether

people can't afford it or they're

willing to do it it's just do they feel

comfortable saying yes and then that's

what takes you to the psychology side

okay and and so obviously those two are

connected and a lot of the psychology is

baked into the scripts a lot of the

lines and the verbiage is built in but

um i got to tell you i think there's a

whole nother gear that you can really

you can really switch into when it comes

to working with your customers in this

particular part of your presentation i

mean the reality is as long as you're

modeling what the best are doing you're

all seeing great results without serving

of course we are but but if this is a

fundamental area of the business like

why in the world would we ever settle

when you think about the reason why

people don't take the deal okay like

like why don't people take an upgrade

why don't they take a package why don't

they take anything it's always in my

mind it's one of three things it's

either not the right item for them okay

it's not the right package doesn't

animate or excite them even though we

want it to um the price is more than

their comfortable budgeting it's a very

real thing but honestly the biggest one

in my mind is they're just afraid of

regretting their decision like that's it

nine times out of ten when i don't buy

something it's not because i did so much

research that the price value curve just

didn't didn't quite meet for me or that

you know it's not the right item like

like i'm usually by the time i'm in that

state i've kind of worked through that

process nine times out of ten i'm just

like man am i gonna look back and this

is a smart buyer this wasn't a smart buy

i i think that that's the simple thing

and the good news is just by asking the

clarifying questions that we always do

you pretty you know pretty expertly can

handle those first too is it a price or

comfortable with is it the right package

um but that third thing with that that

tends to be in my experience what's

holding a lot of people back and and you

guys got to think about it like this we

don't treat all customers the same when

we're closing you know like we might

have the same script but we're adaptable

is this a price buyer are they more

focused on the value um but i think that

we tend to do that with upsells and and

i i think that that our upsell scripts

just from working with other people on

the team and i'm guilty of this too i

think this is the area where we slip

back into old habits and this is the

easiest area for us to become pitchy

versus personal i think it's just such

root memory for us hey just so you know

since you're doing this if you did this

i could do this hey what do you think if

we had this and this hey you wanna go

and add that on

and it's effective it's it's not that

there's not a place for that you want to

be quick and efficient and have your

script but that's not the way most of us

are actually approaching our clothes

you're literally just counting on the

positive feeling of that purchase and

the momentum you've created to get you

all the way there and it just doesn't

always work it just doesn't always work

um there's real power and empathy you

know and you being able to for one

minute just take a breath in this

process and before you kind of

immediately launch into here's what's

next here's what's next here's what's

next to kind of start thinking about

what was it that made them say yes in

the first place like why did this

customer say yes to these four or five

knives you know what was it like uh that

up that phone order i had it was a

thousand dollar phone order and it

started out with a buy three get one

free on table knives okay it's this nice

old lady named billy billy's a cool lady

all right and so for her i tried to

close the deal but it just wasn't

happening and so you know i i pretty

quickly figured out it was the discount

all right it was the it was the buy

through get one free like we we

presented a few different things offered

a peeler you know we we tried to just

say hey you know it's the catalog price

but you get me i tried to build value in

my services i kind of went everywhere

and then where i got her to yes was was

by saying that but but then i asked i

said you know what is this for billy you

know you mentioned you have cutco this

is this is extra for your collection and

she's like no it's a gift for my

daughter you know whatever it was okay

well that's an obvious opening there you

know who else do you do you shop for who

else do you need to buy for and uh and

but once i knew that that you know the

motivating thing for her was like that

feeling she'd get from other people you

know i just started going into it tell

me who in your life is hard to buy for

and and like creating that buying

atmosphere that positive emotional

experience with her before we even got

to it um you know she mentioned that one

of her grandsons loves to barbecue and

so i you know i immediately went into

the hearty slicer i was like boy you

know this is such a great knife and and

i said you know it's you can use it for

this and this and this and then i just

go hey as usual grandma's got to be

there to solve the problems for him

right so you know you'd have to be the

one to hook him up with this he's

probably not smart enough to find it on

his own

and i made a friend for life when i said

that okay like it was the funniest

reaction ever when i i just beat her to

the poncho i was like as usual grandma's

got to solve that problem for him and

she just starts dying laughing and she

goes yeah he's so stupid he would never

get that on his own i was like i know

right that's why he needs grandma and

she just starts laughing and she's like

well you know what about in you know

what about my daughter-in-law she's kind

of finicky and i was like you know what

finicky people like and she's like what

i'm like whatever your favorite knife is

which one do you use in your set the

most and she starts laughing we start

but but it created from the space of

just rapport and this woman was working

me down over this and like her saving

forty dollars was the difference maker

on her buying 160 but we added on 800 to

this with zero for free zero discounts

just by kind of working through that

process with her by not just going hey

just so you know since you did this if

you did this i could do this the more

you buy the more you save these are good

transition lines but those are just

meant to to crack the door open like

then you actually need to do the work to

connect with people and sell them things

not just like toss things at them you

know susan when i was working with her

that was my business gift client um last

year they spent 12 dollars per gift and

and they literally did it was 12 per

gift and they did them for 40 people

okay and and so when we're going through

it that's like her budgeting idea and so

it was a real stretch to try and get up

to like a pizza cutter and it was going

to be for 25 people but but just by

going through that i i started just

going through and saying like what do

you want to get out of this susan like

what does this mean to you you know to

be able to do this i bet and i said

honestly i bet you didn't go out there

and figure out 11 12 items this wasn't

on your desk last year and she goes yeah

she goes i just want something that's

classy right she's like i've worked here

for 20 years i want something that makes

more of a statement and i was like hey

can i show you the statements that some

of my other clients have made and and

you know but but taking that that minute

to just pause and and just using

third-party stories and getting a chance

to show her like like literally i sent

her images a bunch of my other clients

and again some of this is just social

proof this this divi's into the

technique stuff but rather than just

sort of you know there's blood in the

water let's wrap this thing up you know

giving it a minute to breathe working

with this lady by the way i made a proof

for her like like a cutco style proof

she could take to the owner of the

company and and we got him to buy 120

knives and it was an 8 300 or 8 400 cpo

but but again it was just connecting

back to like what is her why what was

the motivating factor behind her doing

anything because there's something

motivating everyone to do anything they

buy with us even if it's just because

it's fun great if the only reason

they're buying is because it's fun you

need to make the upsells really freaking

fun um creating energy guys getting uh

getting their attention their permission

their engagement you know trying to find

out what they would be willing to do

today by the way if the the biggest

thing i will take away from 2020 from

being on zoom nine hours a day is my

resting face okay i know what i

look like all the time and so like i'm

trying to be much more cognizant of

smiling with my eyes especially when i

have a mask on i'm around kids all the

time if i'm not like if i'm not really

signaling how i'm feeling they can't

read my facial expressions guys guess

what our customers aren't that much more

depth than my eight-year-old you know so

like smiling with your eyes bringing

energy to your voice creating energy all

throughout it um i'm gonna quickly run

out of time here and and but honestly i

think this is a round table topic at

some point the psychology of upselling

like i i really really do because i have

like three more pages of notes i could

go through here but but i i want to i

want to hit it with this and i guess

i'll wrap with this

guys my approach to public speaking

anytime i'm giving a talk i love talking

i think i'm good at it i've worked

really hard to become an adept speaker i

get it i talk too fast but you know

whatever you'll deal all right but my

approach to speaking there's three steps

that i always go through okay and and i

think that that there's a model here you

could almost utilize when it comes to

your your up serving as well and your

approaches with your clients first off

is just acknowledging the group okay and

that's just letting them know that you

understand where they're coming from um

you know hey and sometimes it's it's

understanding the arc of where that

customer is guys there's an arc to a

customer working their way up to

purchasing all right like it's climbing

up a hill and then they got to the crest

and then they made the decision to okay

i'm gonna do it i'm gonna buy that

homemaker set well in their mind they're

almost on the other side okay so like

they're in that like point of relief and

so don't get me wrong like you're so

high up that mountain that we all know

there's such an opportunity there to

continue building off this and serving

your client at a higher level but at the

same time if you if you misplay that if

you just come in like a battering ram um

because you're just doing the same damn

thing every time with every person

you're really missing out on that

opportunity so just acknowledging where

they're at uh you know hey miss jones i

am so excited like it's almost like

going into the reassurance clothes after

the fact like if you were to take

curtis's reassurance closed notes it's

like going after the fact michelle's

yeah i'm so excited this year has been

so crazy that what a great time to buy

american i'm so excited that you got

american-made products in your kitchen

now and you know you're with your family

and what a time to be focused on health

and i'm so fired up that you check those

boxes here today you're going to love

your cut coat every time you see it this

is going to be such a cool thing for you

and honestly even if not it's going to

be the most convenient damn thing ever

and you'll laugh when you throw in the

dishwasher be like ah not my problem

okay and it's just like but i was just

laughing it's just like it's like josh

says like filling putting air back in

the balloon okay so so the first step

though is is acknowledging the grip the

second thing is earning the right and

and what i mean by that from a speaker

standpoint it's about like

re-establishing credibility but but i

think earning the right is like hey you

know in their mind they're done so why

are you not done you know that's where

the technique stuff really does matter

that's where the technique stuff fits in

so perfectly hey just so you know you

know hey i want to be your cutco guy for

life and so i would feel terrible if i

didn't at least let you know your

options hey can i show you the super

crazy promotion they have it's for

customers like you that got their set

man it is bonkers if you want to look at

your cookware and even if now's not the

right time hey i'm your cuckoo guy for

life at least we'll add it to the wish

list can i take one quick second just to

show you this because i think you would

be from what you've told me i think

you'd be really excited about it

okay like it's it's that's where all of

a sudden you can get in there like like

earning the right is like it's the

promotion it's the relationship with

them but the last thing guys is speak to

their silent voice what are they feeling

okay like what is the culture of of the

booth and the energy they're in culture

is what they see what they hear and what

they feel are they getting energy from

you are they hearing confidence and

reassurance

are they getting that belief because

those are the things that again create a

buying atmosphere instead of a selling

atmosphere

um guys one last one last just i guess

bonus tip i'll say this is um you know

make sure that you're not confusing or

overwhelming your customers by covering

the wrong package at the wrong time um

there's a way to introduce every single

prep package that we offer but i

definitely have seen times where people

you know they they lose the

five piece upgrade to like a full

upgrade because they're pushing too hard

on just everything and and you know make

sure that that you have really

crystallized and clarified where they're

at we've all had that client where you

know the husband wants to get the big

set and they're at yes but the wife

really likes the flatware and he's

looking at the cookware and they're just

they're just everywhere and and it

sometimes those things will slip away

from you so just make sure that in the

process of this even though you're

empathizing you're listening you're

connecting on a higher level than maybe

you have previously just make sure

you're still controlling where the focus

goes throughout this process because i

think it's very easy to inadvertently

overwhelm people um which is a lack of

clarity on our part but guys the biggest

thing with this if you take nothing away

from from this entire you know 19 minute

window here other than this um just

think about why should your customer do

it just just if just ask yourself that

like why should they do this how would

this serve them on a higher level

because if the only answer is saving a

couple bucks and they've got a louis

vuitton bag and a rolex they probably

don't care just so you know they

probably don't care now they might do it

because it's fun they might do it

because it feels competitive like like

they're kind of getting the sales guy

they might do it because they're they're

attached to your goals there's a lot of

reasons they might do it but if you

honestly think a 57 turning fork is

motivating the guy with a 23 000 yacht

master probably not probably not it's

just maybe it's the game for them maybe

it's the process but but you got to make

it fun you got to bring energy and if

you do that uh you'll do this on a much

higher level and uh where attention goes

energy flow so let's pay attention to

our upserves

oh my gosh that was awesome i knew it

was gonna be good but as you were

talking brian i'm like damn these are

such good reminders these are things

like

we

have

heard sometimes before not all of that

but some some of those things you know

it's like we've heard before but man

we're not doing it or man we're not

doing it consistently or man we're not

doing it well um that was a great

reminder on so many levels and so many

things i heard that i'm like actually i

haven't thought about it that way before

i love the psychology of the upsell it's

not just the technique it's the why and

especially empathizing with your

customers of like

what is their experience of this and

why should they actually we it's like we

want them to buy them we're like oh you

should buy now because i want you to oh

because you're gonna save more money and

i want the order now versus later you

might not get it later but it's like

what what is it actually doing for them

from their perspective so that is super

smart did we give brian round of

applause already i don't know if we did

if we didn't we didn't do it again