Selling Without Being Salesy: The Kind Way to Sell.
Summary
TLDRIn diesem Vortrag teilt der Sprecher seine Erkenntnisse aus Projekten über 200.000 Dollar und betont die Wichtigkeit, die eigenen Verkaufsstrategien zu überdenken. Er beschreibt, wie introvertierte Designer ihre natürlichen Fähigkeiten nutzen können, um effektiver zu verkaufen, und gibt praktische Tipps zur Veränderungsverwaltung im Verkauf. Der Vortrag umfasst Geschichten und Lektionen aus seiner Karriere, die die Bedeutung von Fragenstellen, Zuhören und Empathie im Verkaufsprozess hervorheben. Er schließt mit der Empfehlung, wertvolle Inhalte kostenlos anzubieten, um Vertrauen und Verbindungen zu potenziellen Kunden aufzubauen.
Takeaways
- 😀 Wenn du an einem bestimmten Punkt in deinem Leben bist und an Projekten über 200.000 $ arbeitest, musst du verstehen, dass die Kunden jeden auf der Welt einstellen können.
- 😀 Deine Konkurrenz hat sich komplett verändert, und du kannst keine 'Minor League'-Strategie mehr verwenden, um in der 'Major League' zu spielen.
- 😀 Was dich bis hierher gebracht hat, wird dich nicht weiterbringen; du musst etwas Neues lernen, um weiter zu wachsen.
- 😀 Intuition, dass man immer weiter wächst, wenn man einfach weitermacht wie bisher, ist falsch; man stößt irgendwann auf eine Decke oder eine Wand.
- 😀 Introvertierte können genauso erfolgreich im Verkauf sein wie Extrovertierte, wenn sie ihre natürlichen Fähigkeiten nutzen.
- 😀 Verkauf ist Veränderungsmanagement: Du hilfst Kunden, von ihrem aktuellen Zustand zu ihrem gewünschten zukünftigen Zustand zu gelangen.
- 😀 Verkaufen bedeutet nicht, aggressiv zu sein; es geht darum, Wert zu schaffen und im Einklang mit sich selbst zu handeln.
- 😀 Deine Aufgabe ist es, den Kunden zu helfen, ihre Probleme zu verstehen und klar zu definieren, was sie tun müssen, um sie zu lösen.
- 😀 Fragen zu stellen und aktiv zuzuhören sind die Schlüsselkompetenzen im Verkauf.
- 😀 Verkaufen ist ein Akt der Großzügigkeit: Du hilfst den Kunden, ihre Herausforderungen zu meistern, indem du ihre Bedürfnisse in den Mittelpunkt stellst.
Q & A
Was ist die Hauptbotschaft des Redners über den Wettbewerb auf dem Markt?
-Die Hauptbotschaft des Redners ist, dass auf einem höheren Wettbewerbsniveau die Konkurrenz global ist und man eine Strategie auf Major-League-Niveau benötigt, um erfolgreich zu sein. Das, was einen bis hierher gebracht hat, wird nicht ausreichen, um weiterzukommen.
Warum ist es wichtig, seine Verkaufsstrategie zu ändern, wenn man größere Projekte angeht?
-Es ist wichtig, die Verkaufsstrategie zu ändern, weil größere Projekte eine andere Wettbewerbslandschaft und höhere Erwartungen der Kunden mit sich bringen. Man muss sich auf größere Probleme konzentrieren und Lösungen anbieten, die echten Mehrwert schaffen.
Wie beschreibt der Redner die Beziehung zwischen Verkaufsfähigkeiten und kreativen Menschen?
-Der Redner beschreibt, dass viele kreative Menschen introvertiert sind und den Verkauf als etwas Extrovertiertes und Manipulatives ansehen. Er will kreativen Menschen helfen, den Verkauf als eine Möglichkeit zu sehen, echten Mehrwert zu schaffen und damit ihre Karriere voranzutreiben.
Was bedeutet 'Verkauf ist Veränderungsmanagement' laut dem Redner?
-Verkauf ist Veränderungsmanagement bedeutet, dass der Verkäufer dem Kunden hilft, von einem aktuellen Zustand zu einem gewünschten zukünftigen Zustand zu gelangen. Dabei muss der Verkäufer die Hindernisse identifizieren, die den Kunden daran hindern, dieses Ziel zu erreichen.
Welche Rolle spielt Empathie im Verkaufsprozess laut dem Redner?
-Empathie spielt eine entscheidende Rolle im Verkaufsprozess, da sie dem Verkäufer ermöglicht, die Probleme und Herausforderungen des Kunden wirklich zu verstehen. Durch Empathie kann der Verkäufer eine tiefere Verbindung zum Kunden aufbauen und vertrauenswürdige Lösungen anbieten.
Was sind die Schritte, die der Redner vorschlägt, um den Verkauf zu humanisieren?
-Die Schritte umfassen: 1. Einen Dienstleistungsansatz verfolgen, 2. Mehr Fragen stellen, 3. Aktiv zuhören, 4. Empathisch auf Kundenprobleme reagieren und 5. Die Gespräche zusammenfassen und auf den Punkt bringen.
Wie kann man laut dem Redner eine gesunde Beziehung zum Verkauf aufbauen?
-Man kann eine gesunde Beziehung zum Verkauf aufbauen, indem man den Verkauf als Dienstleistung betrachtet, die dem Kunden hilft, seine Ziele zu erreichen. Indem man sich auf das Lösen von Kundenproblemen konzentriert und nicht auf den reinen Abschluss, kann der Verkauf als eine wertvolle und erfüllende Tätigkeit empfunden werden.
Welche Technik empfiehlt der Redner, um die Verkaufschancen zu erhöhen?
-Der Redner empfiehlt, sich auf die größten Probleme des Kunden zu konzentrieren und diese am Anfang des Gesprächs zu identifizieren. Dadurch baut man sofort Vertrauen auf und zeigt, dass man die Bedürfnisse des Kunden versteht.
Wie kann man laut dem Redner Vertrauen und Goodwill in Verkaufsgesprächen aufbauen?
-Vertrauen und Goodwill kann man aufbauen, indem man offene, neugierige Fragen stellt, aufmerksam zuhört, die Probleme des Kunden empathisch versteht und die erhaltenen Informationen genau zusammenfasst. Dies zeigt, dass man wirklich an den Bedürfnissen des Kunden interessiert ist.
Was bedeutet es, im Verkauf 'nicht zu verkaufen' laut dem Redner?
-Im Verkauf 'nicht zu verkaufen' bedeutet, dass man nicht aggressiv versucht, ein Produkt oder eine Dienstleistung zu verkaufen, sondern vielmehr als Berater agiert, der dem Kunden hilft, seine Probleme zu lösen und seine Ziele zu erreichen. Dieser Ansatz baut Vertrauen auf und führt oft zu besseren Ergebnissen.
Outlines
📈 Wachstumshürden bei Projekten über 200.000 $
Der Sprecher teilt seine Erkenntnisse darüber, wie man bei Projekten mit einem Wert von über 200.000 Dollar erfolgreich bleibt. Er erklärt, dass Kunden weltweit jeden einstellen können und daher die Wettbewerbssituation sich ändert. Er betont, dass es kontraproduktiv ist, weiterhin dieselben Strategien anzuwenden, die man bisher erfolgreich war, da man sonst einen Wachstumshürden erreichen wird. Er erzählt von einem Erlebnis, das ihm half, sein Geschäft in einem Jahr zu verdoppeln, und stellt seine Präsentation 'Natural Born Seller' vor, die darauf abzielt, die natürliche Gabe zu nutzen, um Menschen zu beeinflussen und zu überzeugen.
🤔 Die Herausforderung des Verkaufens für Introvertierte
Der Sprecher identifiziert die Vorstellung von Verkaufskraft als etwas, das nur für extrovertierte Menschen zugänglich ist. Er stellt fest, dass viele Designer Introvertierte sind und diskutiert das Problem, dass extrovertierte销售人员 oft die Aufmerksamkeit erhalten, während introvertierte Kreative im Hintergrund bleiben. Er möchte dieses Paradigma ändern und stellt die Idee des Verkaufs als Change-Management dar, bei dem man versucht, Probleme für Kunden zu lösen, indem man sie bei der Überwindung von Hindernissen unterstützt.
🔄 Vom Verkaufsverständnis hin zum kundenorientierten Denken
Der Sprecher erklärt, dass man sich vom Verkaufsverständnis hin zum kundenorientierten Denken verlagern muss. Er betont, dass man auf den Kunden konzentrieren, Fragen stellen und durch Zuhören und Empathie eine Verbindung aufbauen sollte. Er plädiert dafür, den Verkauf als einen Dienstleistungsprozess zu betrachten, bei dem man den Kunden hilft, ihre Ziele zu erreichen, anstatt sie nur davon zu überzeugen, etwas zu kaufen.
🚀 Vom Hassen zum Lieben des Verkaufs
Der Sprecher teilt seine persönliche Reise von einem Verächter des Verkaufs zu jemandem, der es liebt und gut darin ist. Er erzählt von einem Wendepunkt in seinem Leben und seinem Unternehmen, als er erkannte, dass er für größere Projekte eine neue Denkweise benötigte. Er beschreibt, wie er mit Hilfe seines Coaches Kier McLaren sein Geschäft verdoppelte und wie er den Verkauf als eine Möglichkeit sah, um anderen zu helfen und dabei erfolgreich zu sein.
💡 Der Mut, Fragen zu stellen und Chancen zu erschließen
Der Sprecher erzählt eine Geschichte über seine Erfahrung mit einem Fischotell, bei dem er gelernt hat, dass man Mut braucht, um Fragen zu stellen und nach zusätzlichen Gesprächen zu fragen. Er betont, dass es wichtig ist, auf die Bedürfnisse anderer zu hören und zu verstehen, um erfolgreich zu sein. Er nutzt diese Geschichte, um zu zeigen, wie man durch einfaches Fragen und Anbieten von Hilfe Geschäfte generieren kann.
🤝 Die Kunst des Verkaufens als freundliche Unterhaltung
Der Sprecher teilt seine Ansichten über das Verkaufen als eine Art freundliche Unterhaltung, bei der man auf die Bedürfnisse des Kunden achtet. Er erzählt von einem Buch, das er gelesen hat, und wie er es in die Praxis umsetzt, indem er auf die Probleme des Kunden achtet und diese durch gezielte Fragen anspricht. Er betont, dass man durch Beobachtung und gezielte Fragen einen Verkaufsprozess beginnen kann, der auf dem Bedürfnis des Kunden basiert.
🎯 Identifizierende Kundenschmerzen als Schlüssel zum Verkaufserfolg
Der Sprecher diskutiert die Bedeutung, die Schmerzpunkte der Kunden zu identifizieren und wie man diese nutzen kann, um Vertrauen aufzubauen und erfolgreich zu verkaufen. Er teilt einige Techniken, wie man durch die Erkenntnis dieser Schmerzpunkte schnell zu einer Lösung übergehen kann, die auf die spezifischen Bedürfnisse des Kunden zugeschnitten ist.
🗣️ Die Macht der Fragen und des Zuhörens im Verkauf
Der Sprecher betont die Wichtigkeit von Fragen und Zuhören im Verkaufsprozess. Er erklärt, wie man durch gezielte Fragen und das Eingehen auf die Antworten des Kunden ein tieferes Verständnis für deren Bedürfnisse und Schmerzpunkte erlangen kann. Er teilt einige Tipps und Tricks, wie man durch Fragen und das Spielen zurück die richtigen Fragen stellt und die richtigen Antworten erhält.
📚 Ressourcen und Tools für den erfolgreichen Verkauf
Der Sprecher teilt einige Ressourcen und Tools, die er für den Verkauf nützlich findet. Er gibt einen Überblick über Bücher, die er empfiehlt, und stellt ein Scorecard vor, das hilft, die Qualität von Fragen und das Zuhören im Verkaufsprozess zu verbessern. Er betont, dass man durch das Anwenden dieser Ressourcen und Tools den Verkaufsprozess verbessern kann.
💡 Der Schlüssel zum effektiven Verkauf: Fragen stellen und zuhören
Der Sprecher fasst seine Ansichten über den Verkauf zusammen und betont erneut, dass Fragen stellen und zuhören die Schlüssel zum effektiven Verkauf sind. Er teilt, wie man durch gezielte Fragen und das Eingehen auf die Antworten die Bedürfnisse des Kunden besser verstehen kann und wie man dadurch erfolgreich Verkäufe schließen kann.
Mindmap
Keywords
💡Wettbewerb
💡Verkaufsstrategien
💡Kundenbedürfnisse
💡Empathie
💡Fragenstellen
💡Hören
💡Verkaufspsychologie
💡Problemidentifikation
💡Lösungsorientierung
💡Vertrauensaufbau
Highlights
Lesson learned about the importance of adapting strategies when working on high-value projects to compete at a global level.
The realization that continued use of minor league strategies will eventually lead to a growth ceiling.
Introduction of a presentation on harnessing natural influence and persuasion skills for sales.
Observation that sales are often associated with extroverted behavior, which may not align with many designers' personalities.
Challenge faced by creatives in receiving recognition and reward for their work due to the extroverted nature of sales.
Empowering creative people to make a living doing what they love by reframing the concept of sales.
Sales as change management and the importance of identifying what clients want and what's in their way.
Understanding that clients already know they need to spend money to solve a problem.
The mindset shift required to focus on serving others rather than selling, and the importance of asking questions.
Emphasizing the value of empathy in building meaningful connections with clients.
The importance of summarizing client needs and concerns to ensure understanding and alignment.
The speaker's journey from hating sales to loving it and becoming a sales nerd.
The story of a fishing lodge that needed help to attract younger clientele, demonstrating the courage to ask for business.
The win without pitching manifesto and the idea of sales as a conversational process.
The power of asking the right questions to allow clients to sell themselves.
Advice on raising objections first and educating clients on what to look for in a service provider.
The perfect sales pitch example that addresses pain points and offers a solution.
The importance of listening and summarizing during sales conversations to build trust and rapport.
The concept of Full Value Listening and its role in effective sales communication.
Using hypothetical questions to gauge client interest and move towards a sale.
The idea that selling is not about convincing but about helping and understanding client needs.
Transcripts
here's the big lesson that I learned
when you get to a certain level in your
life and you're working on projects
north of $200,000 you have to understand
something the clients can hire anybody
in the entire world so your level of
competition has completely changed if
you're using a minor league strategy to
play in the Major League it's
counterintuitive that if you just keep
doing what you're doing today that
you'll just keep growing but eventually
you hit a ceiling or a wall what got you
here won't get you there so I needed to
learn something to different and what he
taught me allowed me to double my
business in one
year what's up beautiful people the
video you're about to watch is my
presentation that I just did here at rgd
design thinkers it's called Natural Born
seller to tap into your natural gift to
influence and persuade
people all right hi everybody so happy
to be here I feel like I did something
wrong and I was sent to jail because
it's been like four or five years since
I've been here I'm so happy to be here a
couple different things number one is I
just realized something and that I've
been doing something wrong all my life
I've been saying Toronto and the tea is
silent it's so I'm supposed to come out
here and say hello Tana is that right
okay you learn something new every day
okay some points there uh I'm going to
jump right into my my presentation here
and hopefully we'll have some time for
some Q&A the first thing I wanted to
share with you is I have this
observation this observation is that
when we talk about sales we tend to
think that if you're big boisterous
extroverted energy then you do sales and
if I know my people most designers are
introverts just by a show of hands how
many people self-identify as
introverts okay all right and everybody
else what are you doing here because
it's not real right so here's the
problem the problem I see is that the
the extroverts are gregarious they're
Social
Butterflies they have The Gift of Gab
you know what I'm talking about they can
walk into to room full of strangers and
strike up a conversation and feel like
family right away and I'm outside in the
window looking out in the cold like how
do I do that cuz I can't and and they're
they're Charming they draw people to
them and they seem to get all the glory
and this is a struggle I think a lot of
creative people deal with because you're
in the back room you're doing the work
the good work and you don't get the
reward I'd like to change that and
perhaps one of some of the most famous
sales people are people on this list but
I want to draw your attention to one
person in particular Jordan bord he's
the The Wolf of Wall Street you guys
have you seen that movie Leo DiCaprio
Wolf of Wall Street and so he's doing
all these aggressive things and
manipulation and and selling a lot of
junk bonds and so we kind of have this
impression that you have to be like this
to do this so what about all of us what
are we supposed to do and I'm here to
try to empower creative people to make a
a living doing what it is they love so
we kind of have to entertain this idea
of sales and I'm not talking about just
selling your idea selling your vision
I'm talking about sales like sitting in
front of a client and be able to do a
business transaction with
them so if I were to ask you all how do
you feel about salespeople what kind of
image would come up to your mind maybe
they're very aggressive manipulative and
we have that classic used car
salesperson vibe that we get from them
and I don't know if you've ever been the
victim or had sit through a times share
sales pitch I have it's horrific so
don't go for the free breakfast Nothing
in life is free okay and I almost bought
a Time sh I didn't want so you get this
really icky feeling about it and so if
we walk around we have this impression
that to sell is to be like a snake well
then we're not going to want to do it or
we're going to have a bad attitude
towards doing it that feels fair right
if you hate doing something you're not
going to get good at it so I think what
we do is we need to have an alternative
to Mr Jordan Belfor The Wolf of Wall
Street
one where it's more permission based
where you're actually giving or creating
value to others that feels in alignment
with who we are that's led by
curiosity and given in the spirit of
generosity that sounds a lot more pable
right but that's probably not the image
that you have of a salesperson so I'm
going to help to reframe sales for you
today so that you have a healthier
relationship with idea of sales I'm
getting messed up I'm stand over here
okay so couple things you need to know
number one sales is change management
have you heard of it described this way
change management okay so I'm going to
hopefully make a case for this concept
here so another way of looking at change
management is somebody wants something
and can't get it this could be your
client wanting a customer your customer
wanting a certain result and you helping
them to figure out what that looks like
and how to get it so you just have to
ask yourself two questions what do they
want and what's getting in their way and
because we're in a room full of
designers I made a graphic for you much
simpler okay so just three parts just
remember these three parts number one is
there's a current state where you are
today and then there's a desired future
state so all of you I'm going to make
this assumption that you're here today
and you've given up some of your free
time given up some of your resources and
the things you have to get done on that
to-do list because you want to achieve
something there's a result that you want
to achieve that's fair right and so then
you go buy a ticket to achieve that
result so if organizations like this
understand you really well what they
need to do is communicate to you the
desired future state that you're
interested in so some of you want to
network some of you want to connect with
people you've not seen in a really long
time some of you just want to escape the
house and get out but some of you want
to learn something that you can walk
away with today that you can apply today
and tomorrow to change your life so we
know this that if there's a current
state and a desired future State there's
something that's getting in the way so
if you want to be more effective in your
skills of persuasion or helping clients
achieve that you have to identify what's
the obstacle or the challenge that's
getting in the way that's clear right
there's no obstacle then there's no
friction they're already in the desired
future state number two you have to
understand this that people know this
already you know this as well that only
by spending money will the problem go
away I give you a really basic example
if you need to make a flyer and you
don't have a printer you know you have
to go to a print shop and have it done
if whatever reason your plumbing
explodes at your house in an really
inconvenient time and I guess there's no
convenient time you know that the only
way you can do this is either you know
how to fix it or you have to call
somebody to come to your place and fix
it we have to spend money to make a
problem go away so it doesn't feel so
gross and people already know this when
they're reaching out to you now this is
a critical piece of information how much
they spend is proportionate to the size
of the problem relative to the person
who's buying not to you but to them so
what you want to do is you want to start
looking for big problems to solve as it
relate to the potential buyer of
whatever it is that you do small
problems small budget big problems big
budget number three when a prospect
reaches out when they call you when they
shoot you an email when they slip in
your DM you are already qualified so
many of us feel like oh how do I prove
myself to them what do I need to say the
fact that they're taking out time from
their day to reach out to you means
they've seen enough already so you don't
need to sell them at all so at the
beginning of the conversation you have
goodwi and everything that you do
afterwards is either going to erode or
build on that will to build or diminish
trust keep this in
mind number
four and I think this is something that
once you realize is realize this it
takes a lot of pressure off your back
and that not all clients or not all
prospects or clients
they have at least three options that
I'm aware of they can hire you of course
that's a preferred option they can hire
someone else or they can do nothing at
all so when I started out my career as
an entrepreneur trying to build a design
practice I always felt that there was
only one option anybody ever feel this
like you must hire me that's a lot of
pressure to feel to have on that call so
you're bringing a lot of nervous energy
and it's going to affect the way you
talk the way you behave and the way that
you listen so when you realize this is
great because your job on that call in
that meeting is to help them understand
their problem and get clarity about what
they need to do so they can make the
best decision for themselves I know you
can hire someone else so let's have a
conversation about what your needs are
to see if there's a potential good fit
and if there is one that might warrant
another
conversation and sometimes the best
thing you could tell them is I don't
think you need to do anything at
all so we don't want to sell
what we want to do is we want to help
the clients align or we decline align
with their goals with their resources
with their outcomes and get them over
their challenges or to say this is not a
good fit not a good fit you don't have a
real problem or you don't have a problem
I can solve so we're going to make this
shift we're going to go from being
self-centered talking about what it is
that we do how beautiful that we how how
beautiful the things we make are and the
equipment that we use or our process we
want to shift away from us to focus on
on the clients so we have to have an
attitude or a mindset of serving others
we we use this word in two areas that I
can think of usually in church and
usually in the
military thank you for your service
we're willing to do something put
someone else's needs ahead of ours
number two is we want to shift away from
giving advice or advising people what to
do and what we want to do is get really
good at asking questions beautiful
open-ended questions which we'll dig
into more a little bit later we want to
shift away from talking and listening
more and you could use you could play
this game whoever asks more questions
wins whoever asks more questions is in
control of the
relationship think about that and then
just listen the next thing we need to do
is when the clients tell us about the
last bad experience they had with a
creative what we need to do is we need
to look at that and feel that with them
and empathize with what they're going
through we have to empathize in that
they have a lot of other problems that
they're dealing with not just the one
that we want them to focus on and this
is how we build meaningful connection
with people and the last part is instead
of selling we want to summarize so we
want to serve we want to ask listen
empathize and summarize and that happens
to be This Acronym of sales we're going
to reframe it have the mindset of
service we're going to ask more
questions and the cousin asking
questions is listening we want to
empathize and we want to summarize and
if you do this and you you follow this
exact framework you'll never have to
sell again or at least you won't have to
sell in the way that feels super salesy
um I was really attracted to this book
written by Zoe chance and the book is
called influence is your superpower and
so Zoe posits this idea that we all have
this natural ability to influence people
pre- language when you wanted to be fed
as a baby you know what to do when your
diaper was dirty you KN you knew what to
do so in a way then we're all natural
born sellers and we have to tap back
into the energy and maybe set a
different example of what it means to
sell so that the world doesn't feel like
it's so icky and gross and before I
continue on I have a little confession
to make I'm not a sales trainer I'm not
a sales
expert I haven't received any formal
sales trending in fact I used to hate
selling I hated
it and I want to do something here I I
want to dispel this this idea that's
been perpetuated throughout design
schools in that if your work is good
enough you won't need to sell how many
people have heard this how many people
have said this how many people believe
this because there's a lot of you out
there so what happens is if we believe
this then we never acquire the skills
that we need to acquire to flourish as a
business to have a conversation with
business owners and will always be
regulated to the person who works on the
box nothing wrong with that I think
there's a lot to love about that but
that should be by choice not by
default so I'm going to tell you in a
little bit about how I shifted away from
hating cells to actually loving it and
feeling really good about it and I'm I'm
a bit of a sales nerd and I only use the
word nerd because it allows me to steal
a joke from Don McMillan and I'll share
it with you Don McMillan is a really a
true nerd he's a comedian that uses
graphs and vend diagrams so I'm going to
show it to you right now right so he
says that to be order to be considered a
nerd you have to have three things you
have to be really smart you have to know
what you're talking about okay to be a
nerd you have to be socially awkward I
see all of you okay we'll just look down
at each other it's all good and you have
to be really obsessed about certain
things that's what is required to be a
nerd and I am a sales nerd okay so then
he asked this questions like what if
you're really smart and obsessed what
does that make you that makes you a a
geek and what if you're really smart and
you're socially awkward well that would
just make you a dork
so you know we can all figure out who's
who in this room in a little bit okay so
then the big question is what if you're
obsessed and socially awkward that would
just make you a
stalker see how he makes use of this
beautiful diagram so this is kind of
where we all net out you'll have to
figure out whether you're nerd geek dork
or a stalker it's okay if you are one or
the other I won't judge you so then you
might be sitting there asking yourself
well if he doesn't know anything he's
not an expert he's not been trained why
am I here teaching you or talking about
sales well because I think it's a
critical skill for for you to have
that's going to take you to the next
level and My Story begins here it's like
I started my design firm in 1995 and in
2002 something seismic changes my life
everything is different from this point
I meet my first and only business coach
he since passed away his name is Kier
McLaren and
Kier asked me about my sales process and
to give you some context back when I was
working I'm like five uh six years into
my business at this point and I'm
getting to a certain point and I'm
feeling really good about how it is that
I I'm able to do what I do so he's like
so what's the problem then I said here I
feel like I'm hitting a financial
ceiling that every job where we bid
above
$200,000 our win rate drops down to
about one in every five
jobs it was horrible because it was
extremely demoralizing I just felt like
I was throwing stuff at the wall and
nothing was working and it was just
really bad for the morale for the team
and everybody and it turns out I had
been been doing everything wrong
everything wrong and I was just like
shocked when he told me Chris how this
is how you've learned how to do sales
yeah because no one ever taught me so
here's the big lesson that I
learned he said that when you get to a
certain level in your life and you're
working on projects north of $200,000
you have to understand something the
clients can hire anybody in the entire
world they can literally hire anybody
from the UK from Canada from Asia so
your level of competition has completely
changed you know that right I'm said no
I didn't so he said you're using a minor
league strategy to play in the Major
League I was like whoa I oh my gosh okay
so it's
counterintuitive that if you just keep
doing what you're doing today that
you'll just keep growing but eventually
you'll hit a ceiling or a wall so what
you what got you here won't get you
there so I needed to learn something
totally different
and what he taught me allowed me to
double my business in one year so in
2002 we're doing 2 million plus in
Revenue gross revenue not in profit and
this is what it looks like here so we're
doing about $2.2 million and in course
of one year I think it was three
conversations three coaching sessions I
had with Kier that allowed us to almost
double our Revenue to $3.9 million never
look back it increased our close rate
from 20% to 75% to a point in which I
felt like I there's no job I cannot
close if it's a legitimate buyer who has
a need and a problem and they're
legitimate considering multiple options
put me on a call with them I would close
that job so I'm going to circle back now
I'm going to tell you five stories and
hopefully you'll get some you there will
be some learnings here for you number
one is OES OES is this amazing fishing
lodge on the other side of Canada it's
on the West Central Coast of Canada and
I went there and it's this beautiful
thing you fly in this remote fish fing
location where there's more trees than
people and all of civilization
disappears and it's wonderful thing I
love to do this and I meet the general
manager that's him his his name is Ernie
I like to think of him as a Canadian
Crocodile Dundee complete with a Bowe
knife it's the knife is right there
behind his hand by the way okay and this
is where you spend all this time and
towards the end of our trip it's like a
4-day fishing trip where we literally
live on that Lodge never touch feet on
ground again for 4
days one of my fishing buddies somebody
had just met a guy named Jeff says Chris
with all that you know how to do with
design and marketing and all that you
know how to do I bet you Oles could
really use you right now I'm like yeah
he goes did you ever think about talking
to them and this is me pre-learning how
to do sales I'm like yeah but I don't
know what to say he goes yeah I'm gonna
go talk to him I'm going to get you the
gig and we'll work together and so he
goes into the lodge it's the last day
we're waiting for our plane to come in
he goes into the lodge he sits down I
can can only see from the outside very
much like the introvert way to do things
looking through the window I'm like what
is he doing they talk there's some
nodding I'm like oh
shoot and I started to get upset at
myself I like if I had the courage and
the skills I wouldn't have to have
Jeffrey go in there and talk to Ernie
for me so that he can take most of the
money and pay me something is that can
you touch a sore spot here everybody so
he comes out he looks at me I'm like and
he's like and what I'm like and so did
you get it he goes no what did he say he
goes I didn't know how to ask him I'm
like some people all talk right okay so
here's the thing I went back into that
room and I sat down with Ernie and I
knew time is drawing close here because
I I feel like the engine of the
airplanes come I could hear it roaring
in the distance I'm like shoot now's
your moment this is it so I asked Ernie
something he said Ernie I love being
here this is an incredible
place you must be booked solid all the
time and then Ernie pauses and he looks
at me he goes actually that's not the
case our season's getting shorter season
getting shorter because it's not
fishable he goes no because there are
fewer people booking fishing trips and
he told me something he says our
clientele are literally dying CU they're
all older and eventually they die and
they don't have a way to attract young
people so they can't replenish their
clientele and then this is I saw an
opening and it was like the skies had
parted my gosh a wonderful place I love
it and they're getting fewer and fewer
clients so I told Ernie this thing I
said Ernie I don't know if you know this
but in the outside world the real world
I work in marketing and design I would
love to help you does this warrant an
additional conversation he goes Chris
I'd love to talk to you so we exchanged
information and eventually a year later
I wind up doing a bunch of projects for
them including a video marketing ads
everything so the learning from this
story is that you have to have the
courage just to ask you have to have a
conversation with a person and that's
all it is just to have a conversation to
find out something that they want help
with there's the current state our
seasons are getting shorter clients are
literally dying so I don't know what to
do I've done too many things and nothing
seems to be working and once you find
that paino you can ask for an additional
meeting or for the sale make sense if
you're enjoying this video I just want
to ask you to hit like make a comment
and possibly hit subscribe so what I
would love for you to do tonight
tomorrow whatever it is that you have an
opportunity to learn to ask questions
with the intention of just learning
about what it is that somebody's trying
to accomplish and find out what is
holding them back it could be a mental
state it could be a tool or resource and
just try to serve them to get in the
practice of learning how to do sales the
correct way and you need to do this in
practice before you actually stand in
front of a real client because when you
stand in front of a real client you have
all the The Habit you've had and you'll
try to pitch and sell and you'll forget
everything we talked about today is that
clear okay please try to do that and
you'll start to see there's a whole new
way of doing this and all of a sudden
you'll start to become the most
interesting person to the person you're
talking to because you know what people
love they love attention it's all about
me so give them more attention and see
what happens so don't pitch and don't
sell Story number two have you guys read
this book The win without pitching
Manifesto if you haven't I highly
encourage that you go pick up a copy of
this book today I'm not affiliated with
Blair ends in any way I've helped him
sell lots of books he's Canadian as well
read the book study the book then act on
the book so I had this idea since there
are 12 proclamations these manifestos
that Blair has written I asked him on a
social media audio room called Clubhouse
hey why don't we do 12 nights of the win
without pitching Manifesto each night
we'll deconstruct one of the manifestos
right he's like that's a lot of nights
Chris I'm like you want to do this or no
so we wind up doing these calls just out
of curiosity was anybody in Clubhouse
Live for any one of those calls okay
there's like seven or eight people in
there cool that's kind of the fate of
Clubhouse anyways it's all right okay so
with Blair what happening what was
happening was he was describing a bunch
of different things and we went into
this roleplay mode where we asked people
to pitch to a sales expert and Blair is
kind of dry and a little cantankerous so
I knew this is going to be this is
comedy gold here as you get a bunch of
awkward designers trying to pitch blare
something and they tried and burned each
and every single one of them and you
know what I did in conversation I turned
to Blair virtually and said hey Blair
you know I noticed something I love the
design of your books you use Mrs EES
it's like this cloth covered book it
feels so everything's so well designed
and I've seen some of your presentations
it feels different to me are you happy
with the way that going he goes no what
about the printed materials that support
your workshops are you have he's like no
I said is this a problem you'd like to
have Sol because I think I might know
people to help you he goes absolutely
now my friends who were on the call knew
exactly what was happening because
they're signaling to me in the DM like
dude you're selling him right now aren't
you I'm like yes but don't say anything
and Blair did not even know I was just
pretending he was ready to buy a service
for me and then what happened was we
would end the conversation I told him
and he he laughed he go see that's what
sales sounds like it sounds like a
conversation between two
friends and that's what it's supposed to
be like so what you want to do in a
sales conversation is you want to
manufacture problems you want to find
something that already really care about
so it was an observation notice I Ed
neutral language lots of open-ended
questions because I didn't want to lead
him anywhere I didn't say I've seen your
marketing materials and they suck I just
said I noticed a difference between what
I love and what you're doing now so I
know many of you might do this
especially if you're a little bit more
aggressive you sliping the DMS and say
hey look at your website I'm a big fan
it sucks you want to hire
me no you you're rude I'm just going to
delete that and block you right now so
when you have this conversation
hopefully a problem surfaces that you
can help them with and you can flow
really seamlessly into a solution and
propose something selling is
conversational Story number three this
is not what he really looks like but he
looks a lot like this person if you know
who I'm talking about you'll know in a
second so I'm friends with a graphic
designer who's turned into a fitness
coach kind of looks like this okay and I
noticed something he shifted his career
from designing logos to just working out
and he's very fit six-pack eight pack
abs the whole bit and I noticed
something he posted something on social
media and says hey I have a resource
that I want to give to three people if
you need help with getting fit I was
like I know you so I reached out to him
on Facebook like hey I'm interested I
need some help
and then he dm'd me right back and he
said are you serious or just
curious yeah I'm really serious I'm
trying to get that six-pack app I don't
know if it's possible but I am really
serious okay so he then scheduled a call
with me and I was a little surprised
because I thought I was going to get a
free resource of what he said and I
didn't know it but I stepped into a
sales funnel and those of you who are
hearing this story are like dude I could
see it a mile away well to me I didn't
cuz it felt conversational between two
friends so we get on the phone we do a
zoom call and he asked me why is getting
fit really important to you I said well
I need
energy I want to be a positive role
model for my
kids and I'm vain I want to look good in
the clothes that I have I'm just telling
you the truth he goes okay well so he
gets into this whole thing and he's he
asked me one more question on a scale of
1 to 10 how important is getting fit to
you I said it's eight and here's the
thing that he did that wasn't I wasn't
expecting he goes why is the score not
lower why is it not a six or five I said
well I I I just told you it's really
important I believe in action and I want
to make sure my kids have a positive
role model to
follow and I want to be able to do this
for a really long time I'm 51 years old
and I want to do this for another 10
years at least I know my energy is
related to how fit I
feel notice what he just did
there he asked me to tell him what's
important to me and he made me prove to
him how important it was by asking me
why isn't the score lower Tony Robbins
talks about this is the the number one
driving character or behavior for people
is the need to be consistent
with
ourselves he didn't sell me anything he
just kept asking me why is this so
important why not do something
else and you got into the emotional part
of it not the the datadriven part
because he also knows that people buy
based on emotions not on
facts so by asking the right questions
the clients will sell themselves this is
what I mean to sell without being salesy
it's the art of having conversation and
asking big beautiful wonderful questions
in service of other
people Story number four is Carrie
that's not her real name Carrie called
me in a panic she goes Chris I'm just
really tired and frustrated at what's
happening and she told me that there was
another designer who was in the same
coaching Community as her who is ripping
off her website her language and talking
about doing brand strategy and every
time she gets a conversation with a
prospect what happens is she's underbid
every single time at less than half of
what she's proposing and she didn't know
what else to
do and it really affected her she was
the primary bread winner for her family
okay so they said krie
if you see the problem more than once
whose fault is it is it their fault or
is it your
fault if you see the problem more than
once well of course it's her fault she
hadn't changed her game at all so I gave
her some clear instructions I said you
know what I want you to do I want you to
raise the objection first at the start
of the call if you know every single
time it's going to be about money say
this before we get started I just want
to let you know I'm most likely going to
be the highest person who's going to bid
on this
is your primary decision based on how
cheap it is or based on
price and so I told her to do something
flip the conversation take the power
back tell the person they should talk to
other people first and if they find out
what they need there's no need to have
this conversation with you at all and I
said but before you let them go I want
you to educate the client about what to
look for what are the warning signs that
somebody doesn't know what they're
talking about she goes oh I could do
that I said yeah yeah it's called
Throwing Shade on your
competition duh come on and then you end
it with this super powerful move and say
call me only if you don't feel fully
confident in the options that you
have here's the crazy thing Carrie gets
a lot of sales calls so she got someone
who called The Very NE this very same
day and then she calls me back the next
day she goes Chris you won't believe
what happened I'm like what I did what
you told me to do and they're not
calling me back I'm like so what's a
surprise I said just wait it out it may
not work out who
knows and then surprise surprise couple
days later the same client reaches out
and says you know what I asked them the
questions they didn't give me good
answers I don't feel good about this
let's talk and in making this one change
Carrie then went on for the next year to
double her revenue and she said I've
made more money in four four or five
months than I have all of last year
doing this one thing so sadly car and I
stopped talking you're just too busy
with work
go figure okay last story I want to
share with you is the most perfect sales
pitch I've ever heard in my life and I
want to share it with you okay all right
so we usually work with sales reps and
we wanted to try something
different and this person I've never
talked to would get on the phone and he
goes
Chris do you know what we do I'm like no
he says can I have a few minutes to tell
you what we do I'm like sure sure go
ahead he goes what we do is we take away
the pain point of what you're feeling
let me make a wild guess here when you
work with sales reps it takes too long
to see results it could take three or
four months before you find out if
you're going to get any new leads and
the way that sales reps work
traditionally is they knock on doors
they make calls you have no idea what
they're doing how they're doing all you
do is get a bill every month for the
money that they're spending and you're
paying them the
retainer and then if you don't like what
you get with
them you have to start over and you're
going to burn another another three
months so what is this really costing
you I'm like wow this was
incredible and I don't know what he said
after that but all I knew is we hired
him because he spoke to me he touched on
my pain points it felt like he was
looking into my
soul and this is the tool that you can
use without getting into too much of the
Gory details so if you can identify the
top three pain points your clients have
all the
time try this one technique bring it up
at the beginning say something like this
whenever I speak to customers or clients
just like you they usually tell me their
top three biggest problems are and then
fill in the blanks just try it and see
what happens okay now what you want to
do is if you don't have enough data
don't do this if you've been in business
for some time and you keep hearing
certain things then then you can do it
so don't guess be specific and if you're
able to nail this it's an instant
credibility
Builder and then when you're done saying
it ask this one question
is that right and what you're looking
for is that's
right okay so a couple things you can do
to prepare for this next sales call so
here are things you may want to take a
photograph of this you don't need to but
ask yourself this question what pain
does your client experience that's
functional Financial or emotional just
Workshop it with yourself you need to
figure this stuff out and you should if
you've been in business long enough you
will know the answer to this question
number two what negative outcomes are
your clients fearful of or trying to
avoid number
three this is the important one what
objections or accusations might new
clients raise with you most likely
they're going to raise issues about
experience um vertical expertise about
price probably about timeline and about
the size of your team it's usually one
of those five things so what you want to
do is you want to write them down and
you want to start thinking about what
the answer is going to be prepare for
this so here's a quick reminder sales is
is not convincing it's not persuading
it's not manipulation selling is helping
it's about being curious selling is
learning selling is an act to
[Music]
generosity so that's a lot to remember
in process so serve ask listen empathize
and summarize I just want you to focus
on the two key skills you don't need to
know anything else if you can do the
these two asking and listening listening
you'll nail this thing so focus on these
two
things to me when you ask a really good
question it's like magic you open the
s's mind and there's a great book I
don't know if you read it it's called
the coaching habit and there's a
framework in there that Michael bung
here talks about I'll share the
questions with you but I didn't realize
this is an amazing sales coaching book
it's not it's about something else but
in it as I read it I'm like that's how I
sell this is
perfect number one he says be slower to
give advice ask more questions be
curious
longer and here are the six or seven
questions that he has
and the ones that I highlighted for you
is what's on your mind and then you keep
asking and what else and what else and
then you ask and what's the real
challenge for you on a sales training
call I did with my uh my group I
literally just read the script and I
didn't even respond to anything the
other person said I just literally went
down the list and like that was amazing
Chris I'm like thank you I just read a
script here's a script you can use it
too it works so if you're terrible just
literally read the script okay the next
thing you need to know is if you ask
because you don't listen the question is
worthless and people do this all the
time and you they'll do this later today
with you they'll ask you a question
about what how your life is going and
then their eyes will be somewhere else
they don't really care so you have to
listen they're twins asking and
listening so you want to do this thing
that Kevin Dy talks about it's called
Full value listening full value
listening is whatever the other person
says is the most important thing you've
ever heard you have to listen with great
attention to detail with what they're
saying and to feel what they're
feeling the mistake that I'm talking
about here is when you ask a question
they give you an answer the very next
question should be a followup to the
answer they gave you that's how you know
you're listening and I see this happen
all the time somebody asks a question
you get an answer and then just ask a
totally different question unrelated to
the first question because then you feel
like oh I think you're reading a script
right now and unfortunately this is how
most podcasters interview people they
have 75 questions they literally just go
from question to question and when they
do this to me I'm bored out of my mind
okay so there's a stack here you start
with the current state when you're when
you're listening like what what is going
on right now in their life okay cool I
get that what is the desired future
state where would they like to go what
kind of transformation what kind of
result what kind of change do they
want and what is standing in their way
how would they measure
success what is valuable to them if you
can find out what this is you're going
to do a great job at it and then when
you hear all these things you're going
to process it you're going to do
something that Kevin refers to is
playing back and
summarizing and it's very important that
you use the same words that they use if
they say I'm really fatigued with this
thing don't say you're really tired say
fatigued you're using exact same
language because language is important
and it matters you change the word you
change the meaning of it and then when
you summarize all of this stuff you say
did I miss anything is this correct it's
an opportunity for you to learn new
information and then nope I think you
got it all here's how you close the sale
you ask a hypothetical question we all
love H asking hypo hypothetical
questions an if then question so what I
heard you say was blah blah BL blah so
if you saw a solution that did this this
and that in this time for this amount of
money then you would be willing to move
forward and you're waiting for an
emphatic yes not a pregnant pause not a
strained yes an emphatic yes when you
get the emphatic yes you say I'll have a
proposal to you by end of business day
today I'll follow up with you tomorrow
is that okay so you've gone through the
problem you talked about the price
you've gotten verbal agreement from them
that this is how they want to move
forward and you won't realize how
powerful this is in terms of them
committing to their own words and ideas
that's the
secret so I found this quote from
Jeffrey gmer don't tell your customers
something they don't know about you tell
them something they don't know about
them that's a big
unlock asking great questions will give
you an unfair legal competitive
Advantage if you make a practice of this
you'll start to see your close ratio go
up the budgets go up and your friction
go down so here's some quick here's some
resources for you people always ask for
the book list there it is take a
picture and I have a little scorecard
for you and then I'm going to get off
stage I can't believe I did this on time
here we
go here's your question scorecard every
time you advise talk make an assumption
you're ambiguous with your questions and
you're being too assertive with your
tone take away a point this is how you
decrease trust and Goodwill and how you
kill Rapport every time you ask a big
beautiful smart specific question every
time you listen intently and play back
what you've heard every time you ask a
question that is full of curiosity
that's focused on the client's needs and
not yours every time you're ask a clear
question and you use the the late night
FM DJ voice
you get a point I don't have an FM DJ
voice I'm horse it's cold I'm sorry
thank you very much everybody that's my
time we got time we have time for some
questions yeah we have two
minutes um folks you can send in some
questions for Chris type quickly if you
head to Instagram in the stories there's
a question box but I have one already
which is amazing so someone was fast
what is a mistake that you've learned
from when it comes from selling turning
this on you I I'll tell you before I
learned how to sell I did something
terrible I thought it was my job to tell
the clients what I think they should
have and it did this amount own
detriment so I'd get on the phone they
would describe the brief and I'd start
immediately pitching ideas we could do
this we could shoot it with this camera
and use these lenses and sequence it
this way and like thanks they hang out
the phone and I'm like I don't know why
they never called me back I don't know
what
happened so it's making a lot of
assumption and not being curious that's
the biggest
mistake do you sometimes think think
that clients do need you to tell them
what to do though I'm thinking about my
own experiences yeah eventually but I
try to make it as painful as possible
for them for them to do all the talking
and I will tell them this when I first
learned how to ask these questions and
the big sales unlock mystery thing it
was like wow I tell them I'm going to
talk to you I'm going to ask you lots of
questions and it might be really
uncomfortable but it's important for me
to understand what your needs are What
in inspires you what a win looks like
where it's failed where you've succeeded
so I can give you a solution that is
tailored for you and they accept that so
a 30- minute call turns into a 90-minute
call and we're all exhausted and you
will be exhausted if you're doing this
correctly but here's the here's the
beautiful thing about this is you only
then propose one solution so back before
I learned how to do this we would pitch
and we would do 17 different ideas 17
different logos three different
storyboards CU we don't know we had no
idea so it's just a guessing game yeah
what are you thinking about in your own
business right now when it comes to
selling well that's a good
question I think I did my job right this
is what he needed me to come out and do
yeah I don't think I'm selling anymore
what I do is I try to create content
okay I know what it is okay here here's
my strategy for selling make content so
good give it all away for free as much
as possible with no strings no funnels
no email traps to guilt you into buying
something that's it that's the secr
there's a gentleman here who working
backstage he goes hey I just had to say
thank you to you for my friend who
literally made a million dollars
watching your content I'm like tell him
to send me a check a million dollars
she's like literally a million dollars I
haven't seen the check yet I don't know
not feeling so guilty Are there specific
things about selling you are thinking
about though you obviously think about
this a lot beyond what you've presented
what are you sort of rolling around in
your mind I'm trying to sell you
something yeah or even just the sort of
like ethos about selling has anything
changed in your thinking in the last
little bit not changed but it's it
continues to evolve and I think if I try
to help whoever's in front of me all of
you or you to the best of my ability the
selling has begun it really has and
here's the weird thing I'll just tell
this and I realized we're out of time I
just finished doing a workshop in Miami
with no intention of selling them
anything and all of a sudden people like
I want to buy more from you like oh okay
let me figure this thing out I was even
trying that's that's the most beautiful
part of this so if you help somebody so
if I'm trying to sell you I would just
really get into your whatever your
business is is and I bet you I can
figure something out with you and tell
you something you didn't know and to
that you'll start to feel an emotional
connection with me right now I feel like
it's a
challenge I'm not doing it right my f DJ
voice all right folks give it up for
Chris one more
time thank
you
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