The Belief Ladder - Advanced Sales Techniques 03

alrighty guys welcome to video number three in the advanced selling techniques training Series this video is gonna be on the belief ladder it's the second video training video in the series so if you haven't watched the first one watch that first then go to this what we're going to cover here is the seven beliefs your prospect has to have to buy aka the belief ladder so if you want this document to incorporate into your sales processes use Etc come in sales below we'll give this to you and essentially what we're to cover is the seven

beliefs how to use Socratic dialogue so asking questions we'll talk about that what Socratic dialogue is and how to use it to build the seven beliefs and then we'll finalize and and stop by uh or finish off by talking about the consistency bias and why Socratic dialogue works so well especially when you incorporate with the belief ladder framework so what is the belief platter framework there's seven beliefs your prospect has to have a buy this also means there's seven beliefs and reasons why they don't buy so there's seven beliefs they need to hold true to

buy but also if you invert every single one of those there's seven beliefs and I mean any single any single objection you get ties back to one of seven beliefs of why they're not going to buy okay so again I'll repeat that because it's very key every objection you can get is traced back to these seven different reasons okay so what our goal is is to build these seven beliefs student Socratic dialogue using our skilled questions before we transition into close so instead of us having to hard close the prospect when we get to the

end of the call the prospect closes themselves because they hold all all those beliefs to be true and if you was as a leader and not a salesperson okay and so um what's really cool about this is if you look at any script or any popular sales trainer or any uh really really great sales training out there any any script process whatever works if you cover the seven beliefs right and if you look at uh you know what Jordan Belfort dies or maybe Cardone or Jeremy I mean all of it they cover these seven things

now they might not explicitly say you know there are seven beliefs and I cover these seven things Etc but when I was coming up as a salesperson you know I consumed every single training from every single person out there period you know I got I consumed everything I could get my hands on and what I really realized is this is this is what I created to be the underlying philosophy that is true behind all of these things so it's it's very very key and it's really going to act as the foundation of everything else we're

going to do in this training series it's all going to start like this is like the base of the pyramid okay so what are the seven beliefs paying doubt costs desire money support trust right so pain doubt costs desire money support trust so let's get into actually more detail on what each of these are so we'll start with pain okay so what's pain the prospect must believe there's a gap between where they are now to where they want to be this is pain okay so if there's no problem if there's no pain if there's no

Gap there's no sale all right this is something I've said 100 times but I always say it like this business is about solving problems okay because when you solve a problem you create value and then people exchange the money for that value for you solving the problem okay so if we know that's what business is about if we know that is true then sales is really just a demonstration we can solve a problem for somebody else but okay doing that if there's no problem then there's no no what no sale okay there's no problem there's

no sale so what that means for us and for you is that the entire conversation should be about the problem about the gap between where they are now to where they want to be okay so it's like a vision let's put a visual on it it's like you're searching to try to find the lost treasure once you find the problem the conversation is no longer like you know wide it goes deep right we put a shovel on the ground and we start digging all right now there's two types of pain right there's a problem or

like an actual pain and there's called an unfulfilled desire both of which create the gap or can create a gap okay so here's the deal a pain and I bet you can almost pause the video and probably figure this out yourself but I'm gonna give you an easy example so one of the companies I I actually own uh you know 50 and is a stem cell company okay so stem cells is the product all right now we have some people who buy it because they have joint pain right that's literally a problem it's something that

man like I'm trying this is how I think about it I'm trying to go from subpar to par right from below average to average from Pain to back to normal okay that is buying to fix a pain or fix a problem it's also in NLP they call that it's moving away from paradigm then there's an unfulfilled desire so that is going from average or normal to above normal okay that's not moving away from it's moving towards so stem cells is the product might not be joint pain but somebody might do an exosome uh blood transfusion

for longevity purposes just general maintenance you know hey I get it done once every year once every two years right that now that's what I do right if I go you know I have a hyperbaric oxygen neighbor in my house if I go use that I'm not doing it to try to fix a pain I'm trying to do it for an unfulfilled desire longevity right now these things are totally black and white a lot of times people can buy for both or there might be two things going on there's moving away from and moving towards

there's a pain and there's an unfulfilled desire and a lot of it can also be predicated on the prospect's perception like for instance if um you know in weight loss somebody going from obese to normal is obviously fixing a pain right somebody coming from normal to like bodybuilding shape is an unfitful desire however the prospect could perceive that as a pain if let's say everybody around them close to them in their friend group is in Crazy bodybuilding shape and they're actually in their peer group in their environment like the lowest on the totem pole so

really them normal for them is actually getting a bodybuilding shape rate so I digress like now we're getting into some nuances here just know this can be fluid it depends on the prospect's perception and contacts but generally it's pretty straightforward so what objection do we get if we don't elicit pain right if we don't listen to the Gap if we don't elicit the problem the unfulfilled desire what objection do we get remember any objection you can get can be tied back to one of these seven things so what objection do we get okay so it's

very this one's very very simple okay if the pain is not elicited they will not see the value or need from the investment because they don't understand how you can help them okay um and quite frankly like I don't even know how you would pitch if you don't understand the gap of the problem because again sales is about demonstrating you can solve a problem for somebody else so like you can't explain how you can help somebody if you don't know what the problem of the Gap is okay uh also the more you understand this is

Abraham quote right the more we can understand and communicate that we understand that problem gap on people desire Etc the more they trust us as an authority to lead them to fix the problem right so again what objection do we get if this we don't have this it's they're not going to want it they don't see how I can help them or like you don't even know how to really pitch because again you're just you know you don't know the problem so therefore you can't demonstrate you can fix the problem right the pitch is really

a problem-solving conversation not a product pushing conversation so that's number one number two is doubt okay let's zoom in slightly number two is doubt so Dao is what it sounds like the prospect must believe they cannot fix the problem on their own or attempting to do so would just waste unnecessary resources in the form of time money energy reputation Etc given the other uh options that are available right so like for instance we talked about in the last video hell Island versus Heaven Island right and there's the Sharks which are the objections and then there's

the bridges right and the bridges are the different ways we can go from you know uh Place point A to point B right you know the islands represent the Gap right so the bridges are the different ways we can cross that uh Chasm cross the gap all right well you might they might have three options okay one of those is yours so as a sales person if this is true right you're not trying to manipulate people from manipulate the sake but if this is true which usually it is we want to create doubt in those

other options right one of those other options might be doing it themselves another option might be a different competitor another but et cetera what we really want to do is we want to make sure that they see the value and believing it's possible but also believing they need help in some way shape or form or do it to do it or that not getting the helpline waste unnecessary resources where there's too much time too much money Etc so this brings me out to something called a buying pocket so the buying pocket is something I learned

from one of my mentors Taylor and um the buying pocket is a place where the prospect believes that their transformation is possible but only with your help okay so why is this important so we know what people buy but this tells you why they'll buy it from you specifically it also helps us understand where we need to nudge the prospect okay so if you see the diagram down here there's current state desired state right if we go too far to the left here they don't believe it's possible okay a great example is you know let's

say your program um I mean I'll give you an example like one of our programs is an Mastermind and it's called The eight-figure Boardroom it helps people go from 100K a month to a million a month plus right it's all about giving you everything you need across Marketing sales operations fulfillment HR Finance legal everything you need to go from a seven figure company to a multiple eight figure company Okay so um you might have somebody join that and they're at you know 100 100 Grand a month like they're just kind of on just able to

get in basically they might not believe you know a sales objection for them might be like oh man like I just don't believe that people in my industry or my market or with my business model or whatever I just don't believe that you know I can get the eight figures like I you know it's not me I just don't think it's possible right they don't believe it's possible okay that's the left side now how do you fix that don't believe it's possible you fix it with some form of proof okay now um I don't want

to go into the Myriad of different forms of proof that there are because that's a whole training in with itself but you know the obvious example right is case studies right either client proof or proof yourself okay obviously ones that you can substantiate that you're compliant et cetera that's something you should look into yourself so case studies uh it could be by telling stories you can actually use logic as proof and specificity with numbers like the more specific something is the more somebody can believe it's true so logic and specificity those are ones um there's

you know trusted credibility in sources and third parties right so like maybe uh you know and I know this might sound a little goofy but if you saw it in practice you would see it actually does work is um if let's say Tony Robbins has a quote around this person's specific situation I can actually draw from that as proof it's going to help build up what I'm saying in a form of proof just because he's like you know the industry Guru of of our industry right like even earlier when I said that J hey J

Abraham says this okay well me telling you that Jay Abraham also says if you if you can uh communicate that you understand the problem better than they can themselves they more likely use the trust of authority just by the factor of me tacking Andre Abraham into that quote right obviously it holds more weight to be true doesn't mean you're 100 gonna believe it's true but it's just Death By A Thousand Cuts it's just one thing so in the sales side what we really want to do is stories if we can okay and then you know

you can look about look up other types of proof later that's the that's 99 of the time that's what we do if they don't believe it's possible on the left side we want to get them into the buying bucket now the right side okay that one is they believe they can do it themselves we're here what we need to do is create doubt through skill questions and reframes okay so it's it's kind of keeping people's ego in check sometimes the Doubt's already there we just need to kind of build it sometimes uh the Doubt's already

there we don't want to add any more doubt or we knock them two over to the left right so again how do you know they're in the buying pocket okay they believe it's possible but if we get to the end of the call you're not going to hear Hey I want to do this myself or hey I just don't even believe this is possible so you know they're in the pocket when mentally getting to the end of the call if they said something like that you'd be like whoa whoa earlier you said this now you're

saying this like I'm confused right and you can point out the incongruency because again we want to create the congruency with our questions in the beginning and now holds weight all the way through we'll talk about consistency bias in a second so that's doubt cost and remember we'll talk about you know actual questions to build this later okay uh cost so this one is really really probably the most important one and the hardest one to get okay so the prospect must believe that doing nothing actually before we move on from doubt one quick thing I

want to say is sometimes this is built in like if you're buying like for instance if I need a CRM software okay um I'm not going to do that myself let me see what I mean so like sometimes like high roast right does that attribution uh most likely the Doubt's already there like I don't need to build that myself you know so sometimes this is already built in okay but when you work with more like coaching offers for instance uh more intangible type stuff it's very important okay moving on so cost the prospect must believe

that doing nothing is far more painful than the investment in the form of time money energy reputation Etc to fix the problem okay this eliminates time objections and creates urgency okay so paying if they don't have pain you get the objection to where they don't want it they don't see how I can help them doubt you get the objection I'm just going to do it myself cost you get the objection hey let's Circle back in three months hey like you know let me think about it next week you know send me something it's it's always

uncertainty based objections or time-based objections or lack of an urgency right cost is something where when you really have it that's when you get the decision on the call or you at least get an indication from the prospect that they're promptly going to move forward in the next step of the sales process like you know if you're not doing a one call closer that's not impractical for your industry which is fine it's a clear indication that they have the initiative and urgency to take that next step right that's when they have the cost okay so

um if you see this uh kindergarten drawing I have here the current future pain of doing nothing has to be far greater than the pain and the form of time energy money intention Etc into your offer investment for the prospect to take action right so if you see this here's perceived pain is on the y-axis here so this is the pain of time and money of the investment right because there's a certain pain okay and consequences of having to let's say invest with a coach hold you accountable you're gonna have to go through some content

you have to show up to calls you're gonna have to make time in your schedule you're obviously gonna have to make the investment maybe you put on a credit card okay you got to make payments okay budget's gonna be tighter like there's pain associated in some way way shape or form of buying anything you know if it's an Advil and it's an aspirin to alleviate you from a headache yeah it's not very much and the cost of not doing it's way higher right that's why you just pick the pill but there's always a form of

if something costs something or it takes time or has any side like side effects okay there's some sort of pain associated with your offer you should get clear with what that is and then also through offer engineering you can limit that right that's like a big part of what Alex and Rosie talks about in the value equation right is is Really Trying to minimize time delay and minimize effort right in energy requirement okay so this is your offer right but this is the current and future pain of doing nothing and this not only has to

exceed the pain and the pain of your offer okay the pain requirements your offer it only has to exceed this the alternative but it also has to exceed their action threshold this is something popularized by Jordan Belfort right so it's not just enough for them for it to be more than the pain and time and energy attention for your offer right it's not just enough it has to exceed a threshold to where they're like I need to do it now okay so we'll talk about how to build that later but again what's really key here

again if you don't have this they're not going to have urgency they're not gonna okay let's Circle back next quarter hey I don't think we're to make it in our budget this month it's always objections like that right biggest question I get is what to do about that it's it's building cost on the front end and you'll know when you have cost when if at the end they said hey let's Circle back to this next bun you'd be like whoa whoa whoa I mean okay I totally hear you but earlier you were saying this now

you're saying this like what's really going on like you go call them out for being incongruent and and you know when you have each of these seven beliefs when if you get the objection at the end you can call them out for being incongruent when if you can't do that you don't have it and what's funny is if you have the ammunition and the form of their words in which they told you toward at the end you go call them out for being incongruent if you have that you'll never get the objection because of what's

called consistency bias and again we'll talk about that later so I've been getting a little off track here let's move on desire so the prospect must believe that solving the problem or the Gap would yield a better future future situation than what they do now right so here we want to know what they want why they want what they want a number assigned to what they want and then how getting that thing would impact some other areas of their life right and so for instance if you're selling we'll use high risk like an ad attribution

software okay we know the desired state is more profitability more row as and be able to scale your ads further right but a really great skilled sales person if they understood the person's business would also be able to attach that desired state of more profitability et cetera et cetera et cetera to other things that they would be allowed to do in their business that are kind of indirect just because they got this right which obviously if you have more profit you can hire more staff you could be able to just quite frankly uh spend more

to acquire a customer which makes your ads actually even more powerful um you could also have a lot more data on which campaigns which ad sets are actually um getting you the best customers which allows you to narrow down your customer success and really actually get your clients better results like that's a great example right so when you it's like you want to start stacking you're like yeah it's okay it would be add profitability but it's also it would raise CPA it's also it could actually increase client success it's all like it also may be

easier to train your media buyers right so it's like you start stacking these uh results in a sense that they're going to get both directly in indirect and that's when it makes a no-brainer okay when all those things have Synergy so money so money is a belief probably as it sounds but they have the resources and willingness to solve the problem okay so if they don't have the resources right like physically they don't have the resources that's a condition not an objection so what I mean by that is if um like later in this series

you'll learn something called the open Wallet technique it's just it's the basis of how I handle Financial objections so it'll be in that video there's also a few videos on my channel they're very popular if you just sort where you can see how I handle Financial objections they're actually the most popular ones on the channel so um I do something called the open Wallet technique long story short what that is is getting them to tell you how much money is in their bank account and how much credit they have and do it honestly now you

might hear that you might be like whoa that sounds invasive that sounds high pressure that sounds this and that well part of the reason I teach sales I'm good at this and we've done a lot of people results and are making a living here is that you know if you do it with the right persuasion and the right um Rapport building and Trust building uh they tell you the exact amounts and it's totally cool it's not high pressure it's not weird it's usually only weird if you make it weird so anyways if we do the

open Wallet technique and they tell us in their checking account is 457 dollars and their credit score is 550. okay that is a condition not an objection right like they really want to do it but quite frankly physically right now they do not have the resources now sure they could sell you know they're freaking uh couch on eBay or something like that I I really don't recommend you know I in in my mind like when people say oh there's no true Financial objections there's there's only excuses I I think that's a great thing for like

you and your personal development for yourself or maybe your team or something like that I think for selling uh in a way that's ethical in a way that uh is gonna keep you out of trouble and it's compliant you know I don't think you should be telling your sales people that there's no such thing and you know hey like tell them to sell their car like I mean come on like that's just stuff and you end up in jail quite frankly so uh yeah I just you know again if they don't have the physical resources

to do it right now or in the near future and they have a healthy situation and you have a clear idea what that situation is I call that a condition not an objection now if they don't have the willingness that's where we get an actual objection and what happens is that is really ties back to cost so I'll give you an example um the story I always tell is I was coaching a guy who was a dating coach he was talking to a lawyer the lawyer was making 225k a year lawyer was really busy and

the lawyer wasn't getting the dates that he wanted and having sex with women that he wanted because he um was so busy and you know he had no game whatever it was right so the guys going along throughout the call he's like yeah yeah sounds good sounds good yeah I'm interested yeah I want to do it sounds good sounds good the dating coach dropped you know 5800 as the price point at the end of the call you could tell this guy I kind of thought it would be good to be like you know 300 bucks

a month or something right and the guy had the resources obviously but he wasn't willing he's like Ah that's too much for me now why would he say oh that's too much for me which is a shadow money objection the reason he says that is because of up here right in his mind the cost of the offer was actually higher much higher than the cost of just doing nothing now that's not actually in reality that's his perception right so what we learned through the training and the rest of this video series is how through asking

the right skilled questions we can actually exceed that okay so uh support this is the belief that people around them close to them generally spouse and partner but it could be team board CFO you know whoever right project manager will support them in fixing the problem right so generally what we talk about most times is spouse or some form of business partners all right so they have to around them have people who support them in fixing the problem right nobody's gonna buy if they think they're gonna make a decision and then have conflict with somebody

else right afterwards right obviously if it's a spouse situation money's really tight or if it's a 50 50 business partner situation and uh this is something to where they really need the person's input on that's not always but sometimes maybe it's a board they gotta this is approved by the board or a CFO or like one time I had a case where I wanted to buy this program because I just buy everything um the easiest sale of all time and I buy everything and I wanted to buy this thing but I wasn't going to implement

it so before I bought it I was like hey let me just like have the people who are going to implement this review this sales call just so I can make sure they're going to show up and be ready and be present et cetera to you know implement it because I don't want to it was 25k I was like I don't want to invest 25k if you know we're gonna get this help and you know I'm not gonna have people who are serious about doing this because I'm not going to do it and when I

went to talk to them they said you know like they actually kind of talked me out of it and so um long story short what was the what really the objection your only objection on that particular sales call that I was on I was the prospect was that my team I didn't have they didn't have the support right that support belief wasn't there now if I would have been on that call and had that belief that yes they're going to implement and actually crush it they're super excited I would have bought credit card boom one

call close cool so that obviously works for what I just mentioned but generally you're going to see this as a spouse and partner and stuff like that so we'll talk about how to handle that later now trust this is uh very very cool trust is really they believe in your specific method of fixing the problem right so what is really new different unique Superior better Etc of the way you fix this problem compared to the rest of your competition right so what objection does this eliminate I have been burned before oh I've tried something like

this oh I don't see how this is different oh uh you know I talked to somebody yesterday who does the same exact thing that you do and this person's prices are lower right it eliminates the competition again so you remember Dow Dao is a Bridge Burner right to where we're kind of getting rid of the do-it-yourself Bridge trust is actually eliminating a lot of the competition and we'll do this later I'll show you in the script we do this through something called solution based questions okay so um let me just give you a little more

depth on trust is essentially it's all about your method right so like there's it's it remember there's hell Island and there's Heaven Island trust is your specific methodology of Crossing you know hell Island to have an island of closing the gap it's your specific methodology right so for instance there could be weight loss but what are the methods ketogenic diet intermittent fasting there's um flexible dieting there's the carnivore diet there's vegan there's pescatarian there's Mediterranean there's Atkins right it's like you could see there you go um in terms of getting in shape there is working

out getting in shape cardiovascular but it was spinning there's lifting weights there's CrossFit there's yoga Pilates I mean you get the you get these things right so those are the methods of crossing right so those could be different bridges in and within itself through the right questions and also very very important of how we pre-pitch what is what it's called and how we pitch what we do is we really sell them on the belief that our specific method is the best method of crossing the chasm right and so um again the way to think about

this is there's two sales you make on every sales call and really in any in any sort of um sale generally okay now a super low value transactional sales sometimes it's just the lowest cost provider like if I'm selling rice you know like okay like it probably doesn't matter but generally especially with stuff that we sell like if it's complex enough to need a sales call almost every single time this is true but it also applies to uh even just direct a sales page like no sales calls there's two sales in every product there's a

sale on the method and the sale on the product okay so click funnels right if you guys know click funnels Russell Brunson uh if you watch his talks at events particularly 10x growthcon 2. it's on YouTube if you watch that talk and you break it down 80 to 90 of the presentation is not about click funnels actually it's about why funnels is the best way to get new customers online okay so he doesn't sell you on click funnels he sells you on the idea that funnels is the best way to get customers online right it's

the fastest most effective whatever it's way better than websites and you know other methods and if you believe that to be true then naturally you buy click funnels as a byproduct of that belief okay so again like this Russell Brun this has been called different things of marketing from the beginning of time Russell in his book particularly calls it the dominant belief it's like you want to believe your method is the fastest most effective way to get result and the only way to obtain that result is through product right that's really that belief that one

belief that if they believe to be true they buy right so we want to do the same thing on a sales call is we want to figure out what is our specific method because what's great too is selling them on the method is not salesy at all you can Hard Sell somebody on a method it's not salesy it comes off like education belief breaking education okay but when we if they believe that that's true they're gonna buy your product as a buyer product right another example I sell sales certification for high ticket closing right if

somebody believes that the best way to create uh income and Financial Security for this for the family is not doing Amazon FBA and e-commerce and Drop Shipping and whatever else but is actually doing High ticket closing if they believe that's the best method they're probably gonna buy my product as a byproduct of that right cool so uh hopefully that made sense how do we build the beliefs Socratic dialogue so think of these beliefs like a checklist all right if we check all the boxes before we transition the clothes are going to buy okay um we'll

talk more about how to actually do this in the later parts of the training especially my note-taking method is very very good for um helping understanding making sure you get down uh all of the seven things before you transition into what you're going to talk about okay so how do we actually build these beliefs we do it through what's called Socratic dialogue okay so for our purposes we're going to find and this again for our purposes only we're to Define Socratic dialogue is the process of asking skilled questions to help to help them come to

the conclusion that you want them to but as if it's their own idea so I'll repeat that Socratic dialogue it's the process of asking skill questions to help them come to the conclusion that you want them to but doing it in a way where they believe it's their own idea right so consistency bias consistency bias is what makes Socratic dialogue Soul powerful okay so here's the thing when you and it's the number one thing the Robert cialdini talks about in his book influence number one thing so when you get prospects expressing that they hold the

seven beliefs not only are they telling you those things but more importantly they're telling them they're telling themselves okay and again Robert chardini talks about an influence and that's probably one of the best books on actual human psychology of influence um you know it's based on research and studies in particular he tells you the number one highest driver human behavior is to appear consistent is the need the want the desire to appear consistent and in our case it's consistent with something they just told you like 10 minutes ago okay so when you use Socratic dialogue

in conjunction with the belief ladder it'll simply feel incongruent for the Prospect and not move forward at the end that's how you create an objectionless close okay because again like you you know when you have these seven beliefs when if at the end of the call it's like man any objection they would give me I have this ammo of things that they told me written down right in front of me to be like whoa okay I totally hear you're saying this earlier you just said this right here you know help bring me up to speed

what's going on but if you have that ammunition you'll never have to use it because of the consistency bias every once in a while that happens but if we just want to go in with the right ambient to handle any objection based on what they said not what we think what they said their words or gold or words are crap their words are gold if we go into the clothes with that we'll never have any objections because we could have Logistics right but we'll never have objections because they want to appear consistent okay so again

if you look at most great closers while they certainly can handle objections and I do think that's actually very underrated um yes like handling objections and it's not even as much great closers it's not about handling objections like they're not getting these crazy objections and it's like all this looping and hard closing sure that they they can do that but generally it's like handling real concerns to get the deal done so yes they are great at that but what they're even better at is on the front end going in with the right ammunition right doing

Discovery and the question asking in such a way where we get all seven beliefs and any objection possible we can handle it with their words not our words because if we do that we're not going to handle objections at the DM we might handle Logistics but not objections okay and quite frankly if we dig an objection we're gonna be able to handle it super well because we can just point out what they said not us and then usually call out after that the hey look like what's the real reason it's probably because there's a little

bit of nervousness there's a little bit of fear and that's okay let's let me coach you through that you know so we can go through that cool so um that's pretty much it guys that's it for this train we'll see in the next training