what's up everybody welcome back to another video first off thank you for the support on the last Whiteboard video you guys seem to love it so I'm back with another one what I want to break down today for you guys is really explaining kind of what we touched on in the last video but really wrapping it all up together because I think a lot of sales training whether you're a high tiet closer or a marketer or you just have sales people on your team whatever it is I think it's very surface level and it kind
of Misses like the overall point and we have to understand all of this to become very very very good at what we do and that's the goal is to be very skilled make a lot of money so let's start off on the top here so something I want to talk about desire Plus Pain equals the emotional driver now we want to sell off of human behavior human Tendencies and human psychology obviously or people people sell to people now the thing that everyone misses is understanding that every single human being is wired the same way Jeff
Bezos Michael Jordan and you watching this video are all wired and programmed biologically in the same exact manner because we're all the same species so if we know that we know how to pull the button we know how to push the right things to get a deal done to get a close to get our point across like any negotiation persuasion anything so this emotional driver if I ask you watching this video what is an emotional driver well that is really in my opinion what I want to call level three that's the base sole reason for
someone to do something or buy something like that's the number one it's like the 8020 it's the PTO principle of what is probably the biggest most important thing to this person what I want to get into in this video that we didn't touch on in the last one is personality types okay these are really the the main four I'm sure there's little subcategories here but you have dominant personalities passive personalities logical and emotional now you need to understand when you are doing sales you need to understand who you're talking to so if I'm speaking to
a dominant personality type person I'm going to sell and communicate differently passive the same logical the same emotional the same now this is where a big Nuance comes in is understanding like B2B versus B Toc a lot of B2B calls are logical on the front facing but again they go down to this maslo hierarchy of needs which is even if it's a business conversation they're still serving their survival security esteem or Peak purposes now let's wrap this up cuz I'm I'm sure you're probably like what is the point of this so this here is a
bridge the reason we have this bridge is because desire Plus Pain equals emotional driver this flow over from personality types and mass L hierarchy of needs should if you're effective flow over into what I call the sales spider web now let's let's break that down briefly so the sales spider web starts with you asking a question so hey John what exactly are we dealing with in the business whatever you're going to get your first answer now this we can be used for objection handling as well and and I'm going to make a video and maybe
we'll do it in this video but that's your first answer you should always ask why and not literally the word why but like get at the purpose of why so if I say hey like what's going on in your business right now oh we're we're struggling to get leads we're struggling to get appointments our marketing right marketing is always the big problem why now what he's going to say is level two level two again if you guys remember last video we have this big Iceberg right we have the water and then underneath we have this
and we want to get from level one to level two to ideally level three okay this where we want to be now no one especially men and again this goes to personality typing especially men men men are different than women when you sell they're not going to tell you all they paying problem on the first question they're simply not right they're going to lie it's going to be kind of a smoke screen that's that way an objection is so they're going to say oh this this is the reason why that's the effect again remember cause
and effect thinking if he is struggling with leads and struggling with marketing right now back to our first video why is that that's not the problem or that's not the the the the pain that's the symptom so what is the first first thing that's causing this so we would simply ask like and we'll just go with this example hey like what's going on in your business all the marketing okay tell tell me a little bit more about that like why like what's going on oh well dude like our our our sales calendars are empty okay
we're getting somewhere oh we're we're we're struggling and the business isn't really making any money okay so now this is what to walk you guys through so this started as question first answer marketing problem why oh sales calendars are empty the business isn't making money so level three the actual driver here is a combination of us kind of inferring and using the information they gave us level three is going to be oh my business isn't making enough money which impacts me personally John in this case Mass's hierarchy of needs remember Peak is like Enlightenment I'm
amazing I'm good the next level down is esteem so am I important am I loved do I have good relationships do I feel uh confident people make me feel good about myself those sort of things right Security Financial Security as well as physical like like safety security and then based survival obviously this is like your monkey brain but again we just went from question this is a spider web for a reason right right it it branches into all these other other different ways but we want to get down to level three first answer struggling with
marketing why let's go a little bit deeper don't take the surface level oh because of this this this this so what's that causing oh level three I'm broke my business makes no money I have no money and even further we could even take that a step further right let's take level three Loop it back up to Why let's ask why again like why okay well maybe not why this time but what what is happening what will continue to happen what if so why and then what once we get to the Steep level three oh we're
going to find out that and again it's hypothetical but let's say he's struggling to make money he has a family he's worried he's not going to be able to take care of his family because of this marketing problem which was the first answer this is what I want you guys to understand and the reason that there is a bridge here we'll draw this Arrow just so you guys can understand all of this links to all of this and all of this links back to this unless you are selling to an alien and not a human
being you'll never not need to use this okay this little beautiful pyramid is just a a great example and we can run other examples through here but what I want to show you now is using labeling in combination with the sales spider web in combination with human behavior and human psychology to then understand in two seconds who you're selling to how you should probably talk and communicate to that person and what their base desire emotional driver is okay this is what I was always so good at and really some people are just good at different
things right word tracks and and whatever who cares what I was really good at was like labeling people like two seconds in I know who you are I know your problems I've seen it 100 times I know exactly probably the kind of person you are so let's do a real example here let's use John again so let's say this exact example so yeah I'm stting with marketing why oh maybe we're not posting content maybe we don't really have a strategy we don't know what we're doing I'm kind of being lazy we're not being consistent okay
what oh well it's impacting myself and my family that's my emotional driver right let's label this guy so if problems have been occurring and he doesn't come on a call with the big ego okay it's probably not dominant okay problems have been occurring we haven't done anything about it obviously that's why he's on the sales call and he's kind of just like a little bit Meek he's like ah I don't know man I'm I'm kind of lost he's kind of like down to the dumps so is he passive is he logical is he emotional you
can always be a couple of these by the way this isn't necessarily the same as the the hierarchy you can you can have multiple of these at the same time so in this case I would probably label him as passive emotional and and then obviously into the objection handling maybe logical because he's a business owner so he'd probably be along the lines of like oh well does this tactically make sense I want to understand like what your offer is whatever let's say we're selling marketing services so if we're labeling this guy from this conversation from
the first answer he gave me to the why to the second answer level two which is the real like kind of pain right the symptom of the cause which is level three I can immediately infer he's passive lack of money is the pain that's a symptom but the driver like why is he needs to make money to be the man this is all men to be honest so he needs to make more money to be the man again and get back to esteem he's in these bottom two sub tiers of Hell emotional hell right now
he needs to get to level three and then needs to have security and freedom for his family these are all especially this is where labeling comes in is understanding oh okay this is a a man he's in business not crazy ego that's good we don't have to deal with crazy ego on the call but he still is a male so what do we know about human beings well if you're a dude you're wired differently than females are right you're wired to protect provide unless you're just like a little soy boy kind of guy this level
right here level three on the Pyramid of hierarchy of needs esteem is usually what business calls want to get to okay so if you're speaking to like a kid that wants to buy an info product he's probably trying to get security for the first time in his life Financial security but if it's a little bit like The Next Step Up on a call it's probably this level of esteem I'm providing I can take care of my family I feel good about myself that I can take care of my family I'm confident if we didn't do
any of this we're just like okay let's just run him through our normal sales process and talk to him the same as we talk to everybody else now does that work no if you ever gone on a date with a girl and realized oh she's different than this girl probably can't talk to her the same way I talked to this one duh obviously why would you not do the same thing to your sales calls and to your prospects and even to your marketing people this is all marketing as well now again if you remember our
last call let me erase something here if the pain is the symptom and the driver is the why we need to also ask why is this the symptom okay here's your pain why is that even a problem is that a problem for like other successful business owners not really so why is it a problem for you and this is where the human behavior element of sales comes in is understanding why what and how why is he in this situation what has he done to be in this situation how did we get here and then how
do we fix this and completely do a 360 and get to where we want to go which is I want esteem I want to make money I want to be the man I want to have security and freedom again now this is where the real ninja [ __ ] in sales comes in and I'm going to erase all of this we need a bit of the spider web so now we're couple seconds into this call maybe a minute into this call and we understand that this is who this person is this is called labeling by
the way guys so whenever I meet somebody this this is just been parent since I was a child I label them in my brain I'm like oh you're this kind of person you probably have these other similarities to other kinds of people that I've met that are like you in my life because people are not that different you meet someone you probably have met someone like them before people are similar to their own little groups and then there's other little groups of people and any social Dynamic and those people act the same these people act
the same these people act the same predominantly okay so here's how we use this to close the deal that's the whole point of this so now we understand passive emotional lack of money is the symptom this is the big emotional driver but now why so let's let's actually write this down why did this happen so this is why blah blah blah blah blah what did we do to get in this situation so why and what are different why is emotional why are you in this situation like you know an emotional level what is more tactical
like what did I do usually what did I not do it's usually lack of what did what did not what did I not do correctly so that I'm in this bad situation and then how both how do we fix this and how do we kind of take these two things and use it to close the deal okay so let me show you what a rookie would do first right remember first answer y second level third level that's emotional driver this thing right here is the ammo that we're using to load the magazine to close the
deal and shoot off I think of like a gun for some reason you're collecting ammo ammo ammo ammo ammo boom take the shot now we're going to put it all together and it's going to make amazing sense to you so why and we're using again it's a marketing problem so he says we're selling let's say we're we're helping with marketing it doesn't [ __ ] matter so why I stopped posting I stopped posting content probably shouldn't do that that's not good I've done that your money will will stop coming in it's not a good decision
but that's the why so now we understand that this was the problem why oh well here's the symptom this is the pain remember I eras pain level three is that emotional driver but again this is the cause remember cause and effect this is the root cause here okay so I stopped posting content why what did we do to stop posting content now this is where it could be emotional it could be burnout it could be lack of support it could be something else this could be a lot of reasons maybe uh something bad happened in
his life right like if you guys watched the last video we get this divorce example that's a pretty significant life event so maybe something like that happened maybe somebody died maybe he just got burnt out this has literally happened to me before I stopped posting content last year cuz I got burnt out maybe has a lack of support and he kind of doesn't know what he's doing doesn't have a good team feels like he's doing all his work all his content and it's not really benefiting so he quit this is what I want to basically
paint the picture of and we'll literally write an equation for you guys to understand this but this is how you're going to wrap it up to close the deal how you're going to relay this back to the person so now we know okay this is the cause of the symptoms why did that happen these reasons so the how and the way we solve and close this deal kind of like you're solving for x in an equation is how do we fix these things so that this doesn't happen again and the opposite of this then happens
which is okay let's post content and do it the right way to make the most of it and to actually increase Revenue bring in sales from posting that content hopefully you guys understand how we just went from answer labeling the person to understanding all of this to understanding exactly how to close this deal now so then this would be basically the how in any situation and I'll like separate these here so you can see the how is risk reversal plus Solutions this is the the part you guys mess up is you're like oh well like
we have a course and it does this and it'll help you to post more content that's not really solving the issue cuz you didn't really listen to exactly this guy's situation because everyone's situation is different even if it's a little bit you have to speak to that every time every single time it has to be a little bit different instead we should say hey man I I totally understand like why why did you stop posting content oh I got burnt out let's say you got burnt out okay why level two why level three always go
deeper why'd you get burnt out oh maybe something in his life happened and he had enough whatever it is I'm not going to make something up but let's say it was burned out and was a lack of support and it wasn't bringing in sales so basically he was emotional about it he's been kind of passive about it remember the labeling and he doesn't really know what he's doing so he needs accountability support and the right way to do things which is exactly what info prods do and and this is an info product sale so the
how here the way I would position and start to pitch my offer to this guy is hey dude I totally understand that and to be honest with you and this is what I call relating to the offer to be totally honest with you a lot of our clients and like a lot of our customers actually deal with the same exact thing if that wasn't so common we probably wouldn't be doing this but because it is common that's why we figured out how to solve it and now obviously we can really help you with this and
I think you'd be a good fit is it cool if I tell you a little bit about how yeah for sure because now I'm tailoring my pitch on my offer to exactly his situation and I'm letting him know he's not alone like oh a lot of our clients deal with the same problem now he's going to be like oh okay I'm not unique like this isn't a crazy problem I can solve this right and then I'm saying hey is it cool if I tell you how we can help you do this cuz I think this
is a great fit for you or I think that we can 100% help solve these problems and list the problems that he specifically told you it's like taking pieces and putting them in the equation like piece from this piece from this piece from this equation Clos deal like it's literally like math okay and I suck at math so I would explain this in my piss now that I got permission to share I would basically say hey dude so let's just address these one by one okay does that sound good obviously the first part is you
you stop posting content we both know that's not good content is the lifeblood of your business is very important now we know why that happened though so this is the symptom John so like obviously you stopping the post content was the symptom we need to fix the root cause of this so that it doesn't happen again now in your opinion why exactly did you get burnt out oh something happened to my life okay cool obviously if you getting results from this like if you were making money from this do you think you would have still
got burnt out even with the emotional stuff going on yeah probably not okay so now we're tapping into that like logical level as well the best combination of sales is emotion plus logic intervening to hit people do you know what that's called the emotional driver now do you guys get it that should be an aha light bul moment for you emotion plus logic emotional driver in our pinch so we're going to fix these things for you John and this is how so we're going to make sure that you love the content you're posting it should
feel like a game it should be fun now secondly I think no one ever gets burnt out if you're actually making money now the problem and and let's say we had obviously all these details in the call I'm not giving you guys a full sales call but the problem was we just weren't really doing things optimally John so if we weren't posting enough we weren't really posting the right Hooks and a lot of this really dictates your performance so I think if we come in and we tweak a few of those things one I don't
think that you're going to get burnt out anymore and then two and and you can tell me this if you're actually getting results from your content wouldn't you be more incentivized and and enjoy posting yeah I would that' be awesome Okay cool so that's exactly what we help people do and again we're not just another course John there's a lot of those in the world we treat this like a real 101 Hands-On dedicated coaching program so that you do have the support you need you have the accountability you need and if anything happens let's say
something happens in your life again let's say you you lose creativity and you don't feel like making content that's why we're there now from everything I know it's a mouthful but from everything I just told you John do you think that's something that would help you to one solve these problems but two actually start making money and enjoying the process of posting content again yeah I do okay then we pitch and then if we have objections now we have every bit of ammo in the world to then solve those objections with because now we have
his answers we have the driver so if he's like oh I need to think about it dude like what the [ __ ] do you need to think about you just told me your family's going to starve if we don't solve this problem and you're going to hate your life like is that not worth paying to solve obviously you don't say it like that but we have all the ammo we need here we understand who this is and we understand how to talk to this person because we properly labeled them and we got to the
big root cause this is the big money okay the big money is this the emotional driver if you can get the emotional driver and you can understand this is the thing that emotionally drives you and logically makes sense to your brain as to one why it happened and how to solve it and then we are the bridge remember the big bridge our offer is the bridge that solves and kind of flips this on its head and fixes these problems that was a lot but I'm telling you guys this is like the most valuable content that
I think we could possibly put out if you get good at understanding this your life is on easy mode you'll be so good at sales and so good at communication and speaking to people that people will literally think that you're doing some black magic they'll be like what is your secret everyone in your sales team like what is your secret I don't understand how you are so good and all your secret is is you understand people better than they understand themselves and you know what actually drives human beings and you're not just selling with word
tracks and trying to sound smooth okay so if you guys want to learn more of this I have a sales coaching program where we literally teach you all of this time 10 and if you're curious you can click the link in the bio book a call and check it out we have like 5,000 plus students we have guys making 10 20 $330,000 a month from this stuff but regardless guys I hope you like the video please like comment share this and let me know in the comments What specifically you'd like to see next maybe objection
handling maybe some other things so let me know and I'll see you guys on the next video
