WEBVTT 1 00:00:00.000 --> 00:00:03.920 The closer you can have the trust so that when you make the recommendation, 2 00:00:03.920 --> 00:00:08.800 it's like having a referral, the person will believe you because the way you are saying it is 3 00:00:08.800 --> 00:00:12.400 believe a ball. And the way to make it believable is to actually believe it. 4 00:00:15.600 --> 00:00:19.120 Welcome to the game where we talk about how to sell more stuff to more people in more ways and 5 00:00:19.120 --> 00:00:23.280 build businesses worth owning. I'm trying to build a billion dollar thing with acquisition.com. 6 00:00:23.280 --> 00:00:26.880 I always wished pesos, musk and buffet had documented their journey, so I'm doing it for the 7 00:00:26.880 --> 00:00:33.840 rest of us. Please share and enjoy. I'm going to tell you the number one way to increase the 8 00:00:33.840 --> 00:00:39.040 percentage of sales that get closed by you and your team through systematic process. And so the 9 00:00:39.040 --> 00:00:45.440 reason I want to make this is years ago I was recruited to bring in or to be brought in and flown 10 00:00:45.440 --> 00:00:51.520 in for a sales consulting gig, which I don't do and it was years ago, but the team was selling 11 00:00:51.520 --> 00:00:55.600 mortgage leads. And so what they wanted me to do is first half the day, I took apart the 12 00:00:56.320 --> 00:01:00.240 the actual sales script and re-scripted everything, kind of reframe the offer all of that kind of 13 00:01:00.240 --> 00:01:04.720 stuff. And the second half of the day, I was supposed to train the team, right? And so after 14 00:01:04.720 --> 00:01:07.280 spending the first half on that, talking to the founders and all that kind of stuff, the second 15 00:01:07.280 --> 00:01:12.560 half they had a nine person team and they were selling mortgage leads. And when I walked in, 16 00:01:12.560 --> 00:01:17.600 the first thing that I asked the team was, hey, and they were like, hey, this guy John's been kind 17 00:01:17.600 --> 00:01:21.840 of a problem. I was like, okay, cool. I was like, hey, John, how good are the leads? Whole teams 18 00:01:21.920 --> 00:01:28.240 there. It's quiet. I feel like pressure's on John. He's like, well, I mean, they're, and I was like, 19 00:01:28.240 --> 00:01:34.560 I'm good. Thanks so much. And everyone was like, what is happening? I was like, dude, I can give you 20 00:01:34.560 --> 00:01:37.440 the best script in the world. I was like, but if you don't believe in the product, I was like, 21 00:01:37.440 --> 00:01:42.640 none of this is going to matter. I said, if you believed in the leads, I was like, you wouldn't 22 00:01:42.640 --> 00:01:46.640 even need the script. Because if you were to ask me the same question and I truly believe that 23 00:01:46.720 --> 00:01:51.680 these leads were amazing. I was like, I would be like, dude, these leads are sick. I mean, 24 00:01:51.680 --> 00:01:56.960 right now my, my cousin is a realtor and I'm sending her leads right now because she's already 25 00:01:56.960 --> 00:02:01.280 building so much of a pipeline from it. I'm actually studying for a realtor exam so that I can, 26 00:02:01.280 --> 00:02:05.040 so I can buy these leads from this company and not even sell these, but sell houses instead, 27 00:02:05.040 --> 00:02:09.440 right? Because houses have a bit bigger ticket than these leads do, right? And so for me, like, 28 00:02:09.440 --> 00:02:14.160 I'm just basically waiting to get through to that point so that I can move out on my own. But yeah, 29 00:02:14.160 --> 00:02:18.880 I mean, these leads are awesome. So the way that you talk about the products that you have will 30 00:02:18.880 --> 00:02:24.880 indicate the level of conviction that you have and the best salespeople are true believers. 31 00:02:24.880 --> 00:02:30.320 And you, that's why a lot of great salesmen come from clients who've used the products and services 32 00:02:30.320 --> 00:02:35.760 if it makes sense for them for their life and whatnot. And so people will believe, like, if you 33 00:02:35.760 --> 00:02:40.480 think about what sales really is, it's a transference of conviction. And so you've got some person who 34 00:02:40.480 --> 00:02:45.840 doesn't believe one person who does believe and trust is what completes the transfer and you have 35 00:02:45.840 --> 00:02:51.360 to duplicate the conviction in this person in this person. And so if a salesperson doesn't believe 36 00:02:51.360 --> 00:02:56.400 in the product, they have no way to transfer the conviction because they've no baseline of conviction 37 00:02:56.400 --> 00:03:03.040 to work off. And a different version of this happens when people start hot, they do really well 38 00:03:03.040 --> 00:03:07.280 then all of a sudden they start not selling as well. It's not because they don't know how to sell 39 00:03:07.280 --> 00:03:10.400 and training is not that thing that's going to fix the problem because they're already closing 40 00:03:10.400 --> 00:03:15.680 before and they're not closing now. It means they've changed something and oftentimes it's because 41 00:03:15.680 --> 00:03:21.440 they've heard something from one of the prospects that they sold that something was not good. And so 42 00:03:21.440 --> 00:03:27.040 the way to prevent this and to actively increase conviction, which is what's going to change the way 43 00:03:27.040 --> 00:03:34.240 they say the words on the script is by actively having a process to make them believe, right? And so 44 00:03:34.240 --> 00:03:37.520 obviously the way to make them believe is to actually have a good product, but in terms of 45 00:03:37.520 --> 00:03:43.280 systematizing that it's having a regular cadence between customer success and sales. So this 46 00:03:43.280 --> 00:03:47.200 is me getting a little bit operational with you, but this is how it works. You meet weekly and you 47 00:03:47.200 --> 00:03:52.720 have both teams on and the people from customer success share the wins of the clients who are going 48 00:03:52.720 --> 00:03:57.520 through the program. That's on a weekly basis. It's a long form format. It also serves as a way for 49 00:03:57.520 --> 00:04:00.800 them to talk back and forth to each other. The sales team can see what's happening on the customer 50 00:04:00.800 --> 00:04:03.840 success side. It's customer success side. I can see what's happening on the sales side. And you 51 00:04:03.840 --> 00:04:09.120 create cross departmental knowledge, which is really useful because the sales team knows not to say 52 00:04:09.120 --> 00:04:13.200 some things because people are misunderstanding them. And the success team is giving the sales team 53 00:04:13.200 --> 00:04:17.120 ammunition for the things that they know that they're doing to deliver that makes them more convicted. 54 00:04:17.680 --> 00:04:23.520 On top of that, you should have a pipeline that is established for customers where you can collect 55 00:04:23.520 --> 00:04:28.720 testimonials and reviews. And what you do is in the best case scenario, you have that client hop on 56 00:04:28.720 --> 00:04:33.600 with the sales team and explain their story. And I can tell you this because me first hand, 57 00:04:34.320 --> 00:04:38.800 one of the things that I realized when I looked at our stats was that on Saturdays and particular 58 00:04:38.800 --> 00:04:43.520 Saturdays, we were closing like 100% of people were walking the door and I was like, huh, what's 59 00:04:43.520 --> 00:04:47.680 different about these days at my facilities versus the days that we're not, you know, we're closing 60 00:04:47.680 --> 00:04:52.000 a normal amount. And it turned out that those days were the days that we would actually do the 61 00:04:52.000 --> 00:04:57.200 wayouts for our program. So people would finish their six week or their 12 weeks or whatever it was 62 00:04:57.200 --> 00:05:00.960 and we would do all the wayouts on the same day. And so it's kind of like a graduation ceremony. 63 00:05:00.960 --> 00:05:05.840 So everyone steps on their cry and they're losing weight. They feel amazing. But all of my team 64 00:05:05.840 --> 00:05:11.520 was there. And so when we had sales consults that were that morning or throughout the graduation day 65 00:05:11.520 --> 00:05:16.960 or right after the graduation was all fresh in their mind, they would go and someone would walk in. 66 00:05:16.960 --> 00:05:21.280 It's like the sales took half as long because the belief and the conviction was so strong in the 67 00:05:21.280 --> 00:05:26.640 salesman, it overcame the fears and the doubts of the prospect, right? And so in a lot of ways, 68 00:05:26.640 --> 00:05:34.160 you have to compensate for lack of conviction with training and, you know, learning logical 69 00:05:34.160 --> 00:05:39.280 based frameworks and learning how to have excellent conversation, right? That help people make 70 00:05:39.280 --> 00:05:44.400 decisions. But if you truly believe, and if you think about how we buy things as prospects, 71 00:05:44.400 --> 00:05:49.520 we buy these things because somebody recommends them and we believe the person, like, 72 00:05:49.520 --> 00:05:53.280 think about an organic buying process, right? Someone says, hey, have you gone to that same 73 00:05:53.280 --> 00:05:57.360 one shop? It's awesome. Like, you're like, well, great. I'm going to go there, right? Like, 74 00:05:57.360 --> 00:06:02.560 why would I not? And so the closer you can have the trust so that when you make the recommendation, 75 00:06:02.560 --> 00:06:07.440 it's like having a referral, the person will believe you because the way you're saying it is 76 00:06:07.440 --> 00:06:11.520 believe a ball. And the way to make it believable is to actually believe it. 77 00:06:14.880 --> 00:06:19.360 Most of the nation real quick, if you are a business owner that has a big old business and wants 78 00:06:19.360 --> 00:06:24.480 to get to a much bigger business, going to $50 million plus, we would love to talk to you. 79 00:06:24.480 --> 00:06:28.320 And if you like that, we'd like to hear more about it. Go to acquisition.com and you can plan 80 00:06:28.320 --> 00:06:32.320 anywhere on the page and talk to one of our team and see if we can help you get there. 81 00:06:34.640 --> 00:06:41.840 And so having a structured process of increasing the conviction of the sales team is a way to massively 82 00:06:41.840 --> 00:06:47.280 increase the closing percentages of your team, not based on skill, but based on heart. 83 00:06:47.920 --> 00:06:51.360 And so if you can bridge that gap between the customer success and the sales team, 84 00:06:51.360 --> 00:06:54.800 and you can do that both internally and externally, internally because you have processes, 85 00:06:54.800 --> 00:06:58.240 externally because you get those customers on the call so they can hear the stories, 86 00:06:58.240 --> 00:07:04.480 but also you and the sales directors can read those testimonials every single day to them in the 87 00:07:04.480 --> 00:07:09.040 morning. And I like that because it sets the cadence for the day because it reminds us why we do what 88 00:07:09.040 --> 00:07:14.720 we do on a regular basis. Why am I taking these calls? Why am I knocking on these doors? Why am I 89 00:07:14.720 --> 00:07:18.880 setting up shop and collecting leads at the whole food so that we can make sales later? Why am I 90 00:07:18.880 --> 00:07:24.240 doing this? I'm doing this so that I can be a part of this transformation that these people are 91 00:07:24.240 --> 00:07:29.360 going through as a result of whatever products and services we sell. And so customer support and 92 00:07:29.360 --> 00:07:34.480 sales, I feel like are very similar in that. They get beat up all day long and sales people 93 00:07:34.480 --> 00:07:38.960 especially. So this is for the founders and CEOs are going out there and they're fighting for you 94 00:07:38.960 --> 00:07:43.760 every single day. They're the front line in my opinion. They're the offensive line of the team. 95 00:07:43.760 --> 00:07:48.720 They're just pushing. They're in the in the trenches, moving the ball forward every, you know, 96 00:07:48.720 --> 00:07:54.880 one, two yards at a time. They're chipping away at it and they're pushing your products forward 97 00:07:54.880 --> 00:07:59.760 every single day on your behalf. And so the biggest thing that a sales director and if you were 98 00:07:59.760 --> 00:08:05.040 the sales director because your business is smaller is that you have to breathe conviction into them 99 00:08:05.040 --> 00:08:09.600 because their conviction can wane over time. And it's a cup that has to be refilled because it's 100 00:08:09.600 --> 00:08:13.920 that conviction that they're spreading to all the prospects. And the thing is the prospects 101 00:08:13.920 --> 00:08:18.320 are spreading doubt into them. And so you have to fill it up from your side so that they can become 102 00:08:18.320 --> 00:08:22.800 deluded and then get refilled, right? Which is why a good salesperson comes in. They can crush 103 00:08:22.800 --> 00:08:25.520 and all of a sudden they start going down. It's not because of skill because they already had 104 00:08:25.520 --> 00:08:28.880 this skill. So you already knew how to they already knew how to close and they came in. The problem 105 00:08:28.880 --> 00:08:33.680 was their mojo is off. All right. And so this is fundamentally about fixing mojo within a sales 106 00:08:33.680 --> 00:08:39.120 team, which is just getting them to believe and reminding them to believe, which is why one of 107 00:08:39.120 --> 00:08:42.480 the biggest things I have in sales is we need to be reminded more than we need to be taught. 108 00:08:42.480 --> 00:08:48.960 Like people who believe in something automatically sell it. And I'll give you a final final example 109 00:08:48.960 --> 00:08:53.040 to drive this point home. I'll just use the the Christian community overall or really just any kind 110 00:08:53.040 --> 00:08:58.640 of religious community in general. A big part of most faiths is spreading the faith, right? And 111 00:08:58.640 --> 00:09:05.360 you can tell when someone truly believes the faith they're on fire with the face because they 112 00:09:05.520 --> 00:09:11.360 truly believe it. And it's not like people go through sales training, right? To bring people 113 00:09:11.360 --> 00:09:17.520 to faith, right? They just truly believe in it. And if you've ever been around someone who has 114 00:09:17.520 --> 00:09:23.360 absolute conviction, because conviction, and this is a key point, is not do you believe in the 115 00:09:23.360 --> 00:09:27.120 product? Do you not believe in the product? But to what extent do you believe in the product? How 116 00:09:27.120 --> 00:09:34.320 much and how deeply do you believe that is the predictor of your ability to close, right? A massive 117 00:09:34.320 --> 00:09:37.840 predictor of your ability to close, which is why so many founders are always some of the best 118 00:09:37.840 --> 00:09:41.520 promoters for their businesses because they believe in it more than everyone else. And they 119 00:09:41.520 --> 00:09:48.080 should be. But you can duplicate that ability in getting other people to believe by having a 120 00:09:48.080 --> 00:09:52.240 process in place to do so. And understanding that the training of the blocking tackling in terms of 121 00:09:52.240 --> 00:09:55.200 like say this and that and say this and that. Sure, it's important. It's good to have those 122 00:09:55.200 --> 00:10:00.000 their tools, right? They're tools that you have in your tool belt. But the fundamental work ethic 123 00:10:00.080 --> 00:10:05.040 that someone will fight and their desire to actually help someone is the difference between them 124 00:10:05.040 --> 00:10:08.800 thinking about themselves so they can get their commission check and then thinking about the 125 00:10:08.800 --> 00:10:12.880 prospect and how this person is missing out on something that's genuinely going to help them 126 00:10:12.880 --> 00:10:16.160 and really transform their life and really solve the problems that they have. And they will 127 00:10:16.160 --> 00:10:20.560 fight for the sale so much longer because they genuinely want this person to win because they 128 00:10:20.560 --> 00:10:25.760 genuinely believe that your products and services are actually going to help them. And so bridging 129 00:10:25.840 --> 00:10:30.720 that gap and understanding this for myself was so important because a lot of times we get obsessed 130 00:10:30.720 --> 00:10:33.920 with the the drills and all the stuff and you have to do that stuff for sure. You have to drill, 131 00:10:33.920 --> 00:10:38.240 you have to understand how to say the words, all that kind of stuff. But the heart if you can 132 00:10:38.240 --> 00:10:42.240 if you could change the heart and you can depth them, right? Because it's not just like I said, 133 00:10:42.240 --> 00:10:48.400 it's not just do they believe, but how deeply convicted can I get this team to be? And that is where 134 00:10:48.400 --> 00:10:54.240 having proof where you're actively selling your sales team, that is where you'll get the 135 00:10:54.240 --> 00:10:59.440 outsized returns in my opinion on increasing the effectiveness of the team is that they truly 136 00:10:59.440 --> 00:11:03.840 and deeply to their core belief. And the last point that I was making is if you've ever been around 137 00:11:03.840 --> 00:11:09.360 someone who truly believes in something and it's like kind of insane, right? Whatever the thing is, 138 00:11:09.360 --> 00:11:14.240 like it could be aliens, it could be whatever, right? Like something crazy, but they are like so sold 139 00:11:14.240 --> 00:11:19.760 on it. There's an element of yourself that wonders if you're right because you have conviction too 140 00:11:19.840 --> 00:11:26.880 in whatever you believe. And so you see their depth of conviction, their depth of faith in the 141 00:11:26.880 --> 00:11:32.800 thing that they have concluded. And the deeper it is, the more you start to question your own beliefs, 142 00:11:32.800 --> 00:11:40.240 which is why the pastors of huge churches typically have deep, deep faith. And if like there's 143 00:11:40.240 --> 00:11:44.960 a lot to study in terms of converting people literally because you're changing someone's entire 144 00:11:44.960 --> 00:11:50.080 worldview. And so if you study the process that people come to faith and how they convince others 145 00:11:50.080 --> 00:11:55.360 to come to faiths, in general, there's a lot of elements of selling that occur there, right? 146 00:11:55.360 --> 00:12:00.640 In helping people make decisions to help themselves. And so the person who typically does the 147 00:12:00.640 --> 00:12:05.040 converting can never believe less in the thing that they're trying to convert someone into than 148 00:12:05.040 --> 00:12:10.800 the person who's being converted, right? The person has to believe in your conviction more than 149 00:12:10.800 --> 00:12:16.080 they believe in their doubt in the story that they have been telling themselves. And so the skills 150 00:12:16.080 --> 00:12:22.240 are simply a way to clearly communicate and build trust so that your conviction can be transferred. 151 00:12:22.240 --> 00:12:28.160 But it starts with having the conviction to begin with in order to initiate the transfer over 152 00:12:28.160 --> 00:12:32.560 the bridge of trust. And so this is the number one thing that I see missing from sales trainings. 153 00:12:32.560 --> 00:12:37.120 And it's one of the easiest things that we can do to implement in a team or even in yourself to 154 00:12:37.120 --> 00:12:47.120 improve your numbers overall in your business.