Who is this super salesman stud? You're about to find out...

Hey You,

It’s Lewis aka Nerd #2.

Today I’m giving you a section of the notes from the recent notes I took on Eben Pagan’s “Traffic Intensive Summit” on a presentation titled “Secrets Of A Successful Sales Sequence”.

The man Eben had speak on this topic of a successful sales sequence is a brainiac named Bryan Franklin. Before this module, I’d never heard of the guy. After having heard his thoughts on sales, a topic I’ve studied a shit-ton of, I was grateful Eben introduced us and I’m sure you’ll feel the same way too.

I could give you long as bio on him from his site but have instead chose to sum up his current status in Ebenese…

Ebenese

And now, let the show begin…

Most people have resistance towards sales.

They associate sales with something bad and something they don’t want any part of except for the money that comes as a result of them. They’ll take the money that comes from something of theirs being sold, but ask them to do the selling themselves and they’ll go without the money in order to avoid “Selling”.

Professional selling is one of the best ways to serve other humans and help them get from where they are to where they want to be. And as long as you aren’t maximizing your ability to sell, you’re gonna be working more than you have to.

This is going to take you away from providing value in either the form of your service or your content.

Buying decisions are emotional decisions whether it’s a $1.6 billion dollar acquisition or a $3.49 decision to buy a box of crackers.

And of course the better you are at building trust in relationships, the better your sales are gonna be.

The important factor in making a sales conversation successful is the sequence of emotions going in the right order. Think about all the activities and emotions of a date or of a relationship that leads to marriage and what would happen if you mix up the order.

What would happen if the guy showed up on the first date and proposed marriage, and then a couple hours later taking off clothes getting ready for sex and then after that asking, “So what’s your name?” The awkwardness level would be jacked up to 11.

This would lead to unpredictable results if you switch the order of these steps. You’re generating and establishing the emotions when trying to sell but there’s a good chance that you’re doing it in the wrong order now.

If you switch the order of everything you’re already doing, your success rate can go up.

The Order Of Emotions You Need To Generate

If you generate emotions powerfully in the right sequence, then you won’t get even get to the close before your prospect is pulling out their money and is ready to pay you.

You go through this same sequence every time you buy something.

The First Emotion that anyone goes through when buying something is Curiosity

You’ve never bought anything in your entire life without having first been curious about it. How do you generate curiosity, say about your information? You want to conceal as much as you can as possible. You want to conceal, not reveal at this stage.

Lingerie is sexy because of what it conceals, not what it reveals. This means you want to conceal the best parts of your stuff in this stage. You want the customers to want to know what’s under there.

It’s important for you to hit this hard because this process is a top down kinda thing. If you grease the skids here and with emotion and with possibility, then you can go light on urgency and value and still make the sale. If you skimp here, you’re swimming upstream.

He has people in the audience do this exercise with a partner where one person talks about their product and the other person holds their thumb up or down to gauge how curious they are about their product. Then, he tells them to switch between doing that and then talking only about the results people have gotten as a result of using your product or service leaving out how they actually used your product or service and notice how much more curious their partner is now.

Story helps here because the more powerful emotions you generate early, the easier the rest of the process is.

Headlines are meant to generate curiosity for you. They aren’t meant to do the sales job.

The Second Emotion they must feel is Empowered

This is where a ton of salespeople go wrong.

Most people walk around not feeling like they have the authority to spend our own money. Can you spend all the money in your bank account on one item? About half the seminar room admitted to not being able to.

We walk through our day constantly telling ourselves we can’t have stuff we see, that we want. Most people will make a decision as to whether something’s expensive or not based on what they feel empowered to spend.

You also want to make you’re dealing with the decision maker when attempting to sell something. You can find this out by asking, “Assuming we will work together, and assuming you’re the decision maker, is there anyone else you need to check with before making a decision?” If they say, “No”, that’s it. You just did the empowerment step.

You have to beware here because no human being wants to admit that they’re powerless. Asking someone if they, “feel empowered to make a decision,” is completely different than asking “Are you the decision maker?”If you’re getting a “Gotta check with my husband” objection here, you’re probably talking about money too soon.

So if they say they have to check with their husband, you say, “Ok great. When can we schedule a call with you, I and your husband? Because your husband is gonna have concerns that you might not think of and I want to make sure that your husband is as much an advocate as I am for your success in the program we’re gonna do together.”

If you don’t do this, he’s gonna be your adversary instead of your ally.

If you’re selling to corporations, and they need to know price so they know if they’re qualified to make a decision or not, but you don’t want to get ahead of yourself, all you have to ask is, “Great, tell me about your budget approval process.” Confirm what amounts they can sign off on and proceed or not.

Now if on a individual basis, once you understand the sequence of emotions, you know money comes last, you know empowerment comes first, you know urgency is after possibility, and the prospect starts asking you questions out of order, you do not answer those questions.

If they ask you, “How much does this cost?” your answer is, “I’m glad you’re asking that because that means serious about getting this problem solved. I’m just curious, what was the problem you were trying to solve again?” If they ask you, “How long will this take?” you can answer, “I don’t know because I don’t know what we’re doing yet. But I’m curious about if there’s anyone else we’re gonna need to check with once we decide how long this is gonna take?” You keep bringing the conversation back to the order – the step you’re at.

The Third Emotion they must feel is that of Possibility

You have to start imagining how much better you’re future is gonna be because you can take advantage of this product or service.

And this possibility has to feel real to you. There’s a lot of offers in the internet marketing field that are too grand. People get curious, they’re the decision maker but they don’t feel like it’s possible for them to have a million dollar launch.

People have to believe it’s real for them. They have to believe your work will take them to this destination you promise. They have to trust you.

The Fourth Emotion they must feel is Urgency

There has to be a reason that they need to do it now.

The only thing you have to do to install a sense of urgency in someone is ask, “Are you ready to do something about that now?”

Think of a problem in your life that you’ve wanted to solve for a while. Now if someone tells you, “There’s a new solution to your problem that you’ve never heard of and you’re the one who can decide whether or not you can take advantage of this solution which has proven to work.” And then through talking about your problem and my solution you start to see there’s a possibility that this can get rid of your problem and you start to trust me as someone who can lead you there. Then they say, “Given all we’ve covered, are you ready to do something about that now?”

Adrenaline and energy rise up in your body when asked that last question. Even if you weren’t before this person asked, you may be now.

It’s extremely important that you’re asking from the standpoint of, “Are you ready to solve your problem now,” not “Are you ready to buy my product or service?”

Up to this point you haven’t even told what your product is. You’ve only focused on their situation and if they’re curious about the way to solve their problem, not what the way is. You’ve told them that if they’re the decision maker, that they’re empowered to solve this problem. You’ve let them know that there’s lots of people like them who’ve solved this problem, all the while still not revealing what your product or service is, let alone what it costs. Then you ask, “Are you ready to do something about that problem now? If you asked at this point if they’re ready to buy yet, the answer is, “No” because they don’t know anything about it. But they can say, “Yes,” to being able to solve their problem.

This is a sales pitch. So guess what? This sounds like a lot like a sales pitch.

The key to not feeling cagey, which is someone selling very poorly, when asking this question is having authentic curiosity about this other person’s world and feeling what it feels like to be them and giving them help where they want it most. How is that bad?

It’s only bad if you’re trying to get them to do something that they don’t want to do. And what’s great about this question is that it’s a test close in a way. If someone doesn’t answer, “yes” to this question, you don’t need to keep talking to them. The price of your thing or how brilliant it is doesn’t matter. If you can’t get your car washed today, how I do it, and how much it is, is irrelevant.

This question is highly likely to inspire people to solve their problem today. It’s one of the best ways known to man to ignite urgency and get people to take action. Not only are you selling more, but they’re doing more.

Unless you hate the thing you do, unless you think you’re doing damage on the world, then selling more is good for the planet. Therefore, you becoming a successful salesperson is really good for the planet.

The Last Emotion they must feel is Value

This is the feeling of “Right”.

The value is a comparison of your investment and what you’ll get for it. This is when you mention the time and money someone would invest in order to solve their problem.

The feeling you’re looking to generate in another persons body is the same exact feeling that comes when say 1 + 1 equals 2. Or Tuesday comes right after Monday. You’re not going for a high emotion here as much as you are a feeling of certainty.

You don’t want people feeling over excited. You just want them to feel “right.”

When customers feel right at the value stage, they’re more likely to follow through, they’re less likely to cancel, they’re less likely to ask for refunds. They understand what’s involved and they think it’s right for them.

All these emotions must be felt in this sequence

If you’ve started pitching value before you’ve empowered the person, you’ve stopped selling and now you’re chatting until you’ve circled all the way back to making a person feel empowered.

After you’ve made all of these sales is when you talk about details of your product – after they’ve bought.

So the order is, get them curious, identify if they’re the decision maker, figure out what problem they’ve got and what solution they want – separate from your product or your service, once that’s clear, ask if they’re ready to do something about that now, and then when it comes to value ask, “Is a $1,000 dollars an appropriate amount of money for you to invest in order for you to solve your problem?

In other words, “Is this a $1,000 dollar problem to you or a $10 dollar problem?” You’re not asking about your product. You’re only asking if they’re willing to invest the time and money it takes to solve their problem. Once you get their agreement on the size of the problem, then they’re essentially closed. They’ve identified the problem, they know the solution, they trust you, they want to do something about the problem now and they’ve agreed to the price. From here it’s only a matter of saying “Great, for a $1,000 dollars we’ve got a product that blah blah blah. Is there anything else you need to know before making a commitment?”

This approach has yielded about an 80% closing ratio when used one on one and 35% when used selling from the stage for the man, Eben’s friend, teaching this named Bryan Franklin.

A huge tip for Coaches: The people you’re selling to want to know if they can dominate you. If they can, they believe you can’t help them. What happens if they can dominate you is when you get to an action they don’t want to take, they’ll just steam roll or ignore you instead of taking your coaching. And the first time they’re gonna try to dominate you is in the sales conversation by asking you questions you don’t want to answer that are out of sequence. If you can show them that you can dominate them in a way that’s expressed as the stern but loving parent, where they feel good about it, then you’ve proven to them when it comes time later in our relationship when you’re really in the thick of it, and they’re trying to beat you up because they don’t want to do they work they know they need to in the sales conversation you’ve already proven that you can dominate them and you’ve got no problem making sure the conversation goes the way that it needs to go for it to work for both of us.

Once again, if you want some mo’ Bryan go see him here…

Talk soon,

Lewis LaLanne aka Note Taking Nerd #2

PS. If you want the full notes on the entire 11 modules of this course, click here to get ‘em while they’re hot…

Advertisements