so let's talk about sales skills something I think that you and I both share uh passionately there are four skills specifically that I hear you talk about most those are transference of beliefs through conviction labeling selling the vacation and then the sacrificial lamb so let's I wanna I wanna break these four down because there's so many things that are congruent with what we teach so let's talk about your belief around what I think you believe sales is to be which is from the highest level is really one's ability to transfer belief to another person through
conviction can you speak to that yes um it's it's so funny because the next book is on sales and I've already like started outlining it I can't wait I I can't wait either and I think it's gonna I think it will not be what people expect it to be I'll put it that way I love it um but like I mean even I'm gonna say something right now that might break some people's brains but I also have now I think adopted a belief that hard sales is bad branding um like if you you have to
sell hard because you don't have a brand and so I learned all the hard sales skills because I didn't have one and it was because I lacked the skill right this was you know I didn't understand that that brand mattered and now like my beliefs have changed such the point where I think brand is more and more than everything it I mean brand is everything um so I say that with with that caveat first um that being said if you truly believe in what you sell selling is actually very easy the problem is that people
are either selling stuff they don't believe in right um or actually it's really just that yeah like they sell stuff they don't believe that it's either their own stuff or it's somebody else's but either way they're not wholeheartedly convicted when you refer a friend to a pair of pants or like a a shoe that you like you sell the right way yeah I love it because you believe in it right and also because if they don't do it you don't really care you're like I'm just telling you I mean like you want it awesome right
and so if you truly believe which is where I would put night like my where I put my attention on a sales team is on the conviction more than anything because if you if you get that right the tonality where they pause their demeanor the frame they hold on the call is the right frame is the right tone and you don't even need to train it because they do it innately as humans if they know how to communicate and so more of my sales like as I understand it now because I think my you know
my viewpoints shift over time is really just very succinct and clear communication with another human being and if you can do that most people if you listen to sales calls I'm sure you have because I'm sure you have a sales team now um if you listen to some of these calls you're like how did this close like this is a train wreck right because many people hop on the call ready to buy and sales people give themselves credit for making a sale when really they just transacted and so oftentimes it's just clear thinking in a
framework that we can apply consistently and so if you believe in the thing then you're going to say hey I believe that we can help you and if they believe you too which is comes from trust they will buy if they have the ability to do so I love it and that's from a first principle standpoint you have to believe it well you don't have to it helps right and then you transfer that belief to the other person they now believe it and then if they have the means they will buy yeah makes a lot
of sense and you know one of the things I was just working on with my sales team just this week is labeling and it's made a huge massive impact can you just take a minute or two and help the audience really understand what is labeling and then maybe give an example yeah labeling is honestly just really good psychology in general to understand because it has it has far greater implications than just sales um like it's very helpful in identifying objections early that a prospect will have 100 so for example I like using weight loss because
everybody understands it if I were selling a gym membership of some sort or a weight loss program whatever and Judy Lou Who right says I did Weight Watchers and I would say okay how'd that work for you and then she might say I love the program but it was really expensive right now I know that my way more expensive than Weight Watchers so what do we do from here I haven't even gone to the presentation of our stuff I haven't even gotten into closing like what do I do I have to confront the label that
she just put on her experience and I have to crack it otherwise there's no point in getting further in the sale because I have to overcome this now otherwise it'll detonate in the close right and so I would say so you said it was expensive what made you say that so now she's labeled it right and I have to now change that label right like what made you what made it expensive well I mean it was 39 a month well I mean how much does your wardrobe cost how many pieces of clothing have you bought
that you now no longer can wear as a result of that if you could get 10 more years on your life what is the what's the value of that what's the value of your high school weight um oh my God that would be so bad so then was it really not expensive or was it that you didn't get what you wanted out of it I didn't get what I wanted out of it okay just to be clear because if you did get the high school and you did get the clothing that blah blah it would
have been worth 10 times that right right done right we relabeled it and so we have to be clear with language so that we can close later now from the labeling perspective as as you're referencing it that's kind of reactive labeling what I just said there's also proactive labeling which is that you can then ascribe traits to somebody else earlier on in the sale that they will find positive so it's like hey you seem like a very family-oriented person or you seem like a very growth oriented individual it seems like you are willing to take
risks in order to grow your business right these are all labels that we're going to describe and the thing is you'll know it's a label because the person has to agree they're going to say yes I am that way yes I agree with that statement right and then from that statement you pocket that later so that when it comes to the clothes you'll be like because you said you're this type of person X and because of commitment consistency which is like psychological thing you talks about it yeah people are more likely to comply with something
that makes them appear consistent with their own commitments right and so they committed earlier to this label and we made it a positive uh positive Association people will want to live up to that positive Association and so I use this in a different example when in a non-monetary it was monetary but I wasn't making any money from it I was treasury of an organization when I was in college and there was one member who was Notorious for not paying all right and he was you know everyone was like this guy's a piece you'll never get
it right because every Treasurer before me had never gotten this guy to pay dues right and so the first thing I did when I started Treasures I I met up with him and he expected that I was going to berate him which is what everybody else had done and called him a bunch of names and tell me he was a low life ball and so I said hey man I know that you're a rock solid individual I was like and you're honest I was like so I'm just not going to bother you about this because
I just know you're good for it so sorry came the next day and paid in cash for the whole thing and his back dues because I gave him a pot because because if he doesn't do it then he's not going to get the association that I just gave him right that's right and so you can massively influence behavior and also give people legitimate compliments at the same time which is one of those which is what makes it so powerful and to be clear the way to use this ethically is not to lie about the association
that you're making for the person sure I mean that's great I mean it's changed everything Alex for us I mean that whole skill is is has been incredible so selling the vacation probably could be a whole podcast by itself but I just I want other people to understand when you say sell the vacation just what what you mean so the audience understands that we need to focus on the desired outcome not how we get to that desired outcome yeah I'll give the analogy because that's what it was based on so if if you if you
listen to most salespeople sell or most business owners sell their products and services they will describe the plane flight so they describe TSA take your take your shoes off take your pants off the person next to you you know I mean it's gonna smell like crap it's gonna be a five hour flight on the flight this is what we're gonna serve you'll be able to go get up to the bathroom two or three times we'll have Refreshments once I tell you that you can't check in blah blah blah right which translates to this is going
to be our communication Cadence this is the deliverables that you're going to have this is what you owe us this is what we owe you um this you know this is the time table right these are our programs these are you know the delivery whatever versus let me tell you about Maui Maui has white sand beaches where you're going to be able to sit on them and they're not going to hurt your feet because there's no rocks in them right we have one of the softest Suns on the planet so you actually won't have to
put nearly as much sunscreen notes you're not going to get burned you actually get the nice beautiful tan that you look for so your pictures are going to come out amazing right it's great for Instagram people you'll be able to remember this vacation you'll be able to enjoy it leading up to it you'll enjoy it while you're there and you're going to enjoy the memories for the rest of your life right both of them are selling the same thing one of them were selling the plane flight on how they're going to get there the other
one we're selling the experience of what is going to be like to enjoy the benefits once they have arrived and so when we are selling we almost don't have to talk at all about the deliverables we talk almost exclusively about the experience of the benefits not just the benefits but the experience of them right because that's what they're that's what they want because people make decisions emotionally right and so that is so good it's so strong I will say this because this is something that I've learned in time is that the higher the Acumen of
the the more sophisticated the buyer the less emotional the pitch is yeah that's fair yeah 100 there's just something I've I have now learned from the m a world and like dealing with Bankers things like that like if you're selling there is a story for sure there's still that element yeah but it still has to have the rock hard but like if you're basically if you're selling stuff for under you know 100 Grand there you go you're you're you're probably fine just focusing on the vacation of what they're going to experience when they're there yeah
fair enough so uh we're just we only have another minute or two so the the whole sacrificial lamb we call it speaking against your own interests which is the easiest way to build trust and Rapport um and so you talk about it's it's one of the easiest ways to build trust in a sales conversation is to speak against your own interest you call it the sacrificial lamb can you give us an example of that well I mean I learned this accidentally um so we ran out a product one day and I had sold hat you
know the first half of people that walked in that day the product and then friends from the people from that first half came later and I didn't have it and so I I was like you know what go down the street get it there it's gonna be cheaper it's not gonna be as good as our thing but like it'll get you through the first you know two months or whatever and then what I realized is after I said that people would like write down they'd write down the address they'd write down the place they're like
okay okay and I'd be like but what you do need is take two of these in the in the morning take two of these in the afternoon and you know what flavor do you want you want to use the card you haven't file and I closed like a hundred percent the rest of the day and I was scratching my house like what like what was different here and I realized that because I had spoken against my own best interest to your point I like calling it just damaging admissions right okay um where you speak against
the things that most people would try and pump up about themselves right and then you make your ask they then the compliance on the request after a damage admission skyrockets and so you can use that when you're scripting the sale specifically before statements of belief that you want someone to agree with right so if you're like listen man um I will say this ours is like our our service offering is going to take you more time than probably the competition right like they're going to be a little bit more done for you than we are
um there's gonna be a lot more work on your side here's a bunch of things that suck all right but will get you significantly higher returns by a wide margin on an ongoing basis for the remainder of your time so the first 60 days it's gonna you're gonna make more money with the other guy but from every day after day 60 we will beat it so strong when you say that you know I mean if I just said I if I took the first part out and then just said you're going to get better return
like you can hear it right now that's exactly right better returns with me than the other guy you don't believe it no right resistance resistance and so if you put that and the nice thing here and this is what I tell anybody who's a business owner A salesperson is be honest what are the things that you actually are not as good at or what are the downsides of your there's always like every upside has a downside right like if you're really customized it's probably going to be slower right or they're not going to get as
much time with you but it is more custom you're like there's there's always trade-offs to every coin right quality and quantity like there's just always a trade-off just speak to the opposite side of the coin before you tell them the thing you want them to believe and people will believe it significantly more fair enough Alex dude I appreciate you very very much we love the work you're doing can't wait to see what comes out of the acquisition.com camp um and we're just we're really looking forward to it and we appreciate your time today thank you
to the audience for having me I appreciate your attention I know it's uh you have many places to fly and spend it so uh thanks for spending it with us today appreciate you brother take care
