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I flip the narrative of the story from some hood upstairs, you know, like five individual

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rooms, right, which literally had barbells in the middle of them, to this swanky, almost

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like many secret society, like transformation center, that only celebrities and politicians

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would go to purposely off the beaten path so that they could maintain their discretion.

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Welcome to the Jim Secrets Podcast, where you talk about how to get more customers,

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how to make more per customer, and how to keep them longer, and the many failures and

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lessons that we have learned along the way.

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I hope you enjoy and subscribe.

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Good morning, happy Wednesday, I'll make this a short one, it was something that came

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to mind yesterday, and it's about the story behind the story.

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And so one of the things that I think has been really powerful, maybe even one of the

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most powerful things that separates really good salesmen from everyone else, is their

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level of conviction.

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Now, the question is, how can we get that level of conviction and do it repeatedly in

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other people?

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And the first person you have to do it is yourself.

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And so what I want to kind of give you is one example of how to use this kind of strategy

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and how kind of important it is.

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So in Dan Kennedy's, I think it's a book called, I think it's like Triple X selling or something

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like that.

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So he partnered with a woman who ran a brothel, like a prostitute business on how to sell.

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And I read the entire book end to end, and there's a lot of really very tactical good nuggets

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in there.

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But the most viable thing that I can say that I got from the book was the concept of

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congruency through a sales process.

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And so the choreography of the customer experience that their experience should match the expectation

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of the perception of what the business wanted to communicate.

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So what I mean by that is does every part of your sales process, the tonality of the

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person, the first email they get, the wording that all of these pieces does it align with

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a truly world-class business, right?

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And so they took a ton of care in this, it was like a New York brothel, to make it feel

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like this, this call service was truly top notch.

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The woman on the phone were British, they had this, you know, so they could sound like,

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you know, rich bottlers, all that kind of stuff.

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And whatever the term is for a female bottler, but you get my point.

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So they could lose, you know, like whatever.

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And, you know, what type of woman would you like?

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And I mean, you may be disgusted by that, I get it.

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But from a sales perspective, understanding how they greeted people, how they had the

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experience, how they did the follow-up, all of that fit within the prospect's mind.

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And she talked about how, if for some reason any one part of that story was not aligned

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with the true imagination of what they had created and depicted in the prospect's mind,

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they would pop, and then all of a sudden they would just like be a whorehouse, right?

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And so that's kind of the difference with the positioning here.

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And so an easy example of this, or like a real life for me, was when I was selling the

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very first or second gym that I was selling gym lunch at, and this is when I was flying

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out and doing the sales, I had been told by the owner that this place was going to be,

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I mean, he said, boozy, it's going to be just like unbelievable, it's going to wreak

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if money, those are the exact words you used.

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And so I was like, oh, this is going to be great, I'm going to fly out, I'm going to do

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a ton of high ticket sales, it's going to be awesome.

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And so when I got there, some of you guys have seen my video of selling

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191 people in the hood, it was that gym, and it wasn't even a gym, it was an upstairs

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apartment that had, that he rented two apartments side by side, and it was like, they had like

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a kitchen and like bedrooms and it was just, it was just not at all an actual like, anyways,

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the point being, it wasn't a gym, it was literally, you know, five individual rooms

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in two different apartments, and there was bars on the windows and, you know,

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there's creaky, really dirty steps, there's like, you know, the corner market right

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down the street, it just like, you know what I mean, it was not at all what was being

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depicted to me.

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And so the challenge was, how am I going to overcome the story that people are seeing

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with their eyes and tell them a new narrative?

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And so the narrative that I came up with, and it was in DC, is I would say, okay, we're

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going to, because things aren't that far apart, so I told people, I was like, oh, yeah,

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it's like, these individual rooms, I was like, have you ever been to, you know, it's like,

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when you ever start working out, you want that privacy, right?

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I was like, yeah, you know, one of the people staring at you when you're starting out,

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right?

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And they're like, oh my god, yeah, and I'm like, right.

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And so a lot of our clients really appreciate the privacy that we offer them, because

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we have a lot of, you know, people who prefer to keep their identity secret, and so they

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just get off, you know, get off the subway, it's not in the, in the main areas.

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And this is where we really deal with people who are, you know, high class, you know, who

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are, we're very important.

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And so that's why we have this structure that way.

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It's really to cater to that type of client's help.

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Hey, most of the nation, quick break, just to let you know that we've been starting to

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post on LinkedIn and want to connect with you.

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All right, so send me a connection request and let me know that you listen to the show,

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and I will accept it.

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There's anyone you think that we should be connected with, tag them in one of my or

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layless posts, and I will give you all the love in the world.

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All right, so let's get back to the show.

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And I would tell that story just like I just did.

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And all of a sudden, people were attracted to wanting to be part of this new thing that

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was off the beaten path that helped with that was upstairs in this building.

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I was like, we're purposely discrete.

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That's part of how we do things.

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We don't want to be out there and in the public, we are the place that people go to that

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they don't want.

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Other people to know that they're coming and doing those big transformations.

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I was like, were that off the beaten path?

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And we value the, the privacy of our clients.

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So can you hear, I'm doing this, is that I flip the narrative of the story from some hood upstairs,

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like five individual rooms, right, which literally had barbells in the middle of them,

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to this swanky, almost like mini secret society, like transformation center,

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that only celebrities and politicians would go to purposely off the beaten path so

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they could maintain their discretion.

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And so that is the story behind the story.

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Obviously you have to do your sales process, the same way you normally would.

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But the thing is that I, because it was useful for me, he told me that's what was going to happen.

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And so I incorporated that into my belief system and I was convicted when I was explaining

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this story about what we were trying to do.

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And by doing that, we were able to close away higher percentage, et cetera.

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And I mean, we crushed it.

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And so what you can do from that is first, ask yourself the story behind the story.

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Like what type of company are you?

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And if you can be convicted in saying that we are world class,

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and the big problem here is that many people aren't convicted, they think they say,

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I want to help 10,000 people, I want to change people's life,

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but they're not really convicted about being the best.

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So do the things to get your conviction, because once you have that conviction,

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you can tell somewhere the story behind the story.

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And they can feel the air between your words and the sentiment that's being communicated.

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And I think it's incredibly powerful and a sales setting especially,

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because we're always just telling stories.

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And if you can create a story of the type of business that you are,

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then it will be hopefully something that the person that you're talking to wants to associate with.

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And it gives you a much, much stronger detractor,

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and it can help you overcome some smaller things.

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And so anything that you have that could be perceived as negative,

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you have a story that you can flip, right?

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To use in reverse of that story, to explain it away,

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and even position yourself in a better way as a result of that.

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And so right now, that's, I mean, I'm trying to communicate this in the best way possible.

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Like that story that you ache yourself with,

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is going to be the thing that gives you the conviction that can close so many sales for you.

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And also, if you're, like, if you've sold your salesperson who's new on the fact that,

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like, you're this type of company, so like, think about somebody who's new comes in,

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and they're like, they don't know who you are.

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And those first moments are so important, because you're like,

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no, no, no, no, like, we are a world class.

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We know you why we are positioned this way.

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We're not just saying that we are.

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And if you can get that conviction, they will speak with a different air to prospects.

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Think about how the salesman at Gucci, or Prada, or Chanel,

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or any of these really, really top-tier brands talks to a prospect.

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They have the weight of the brand behind them.

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And they, like, some people are like, man, they were kind of updating there.

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It's like, well, they're trying to ward off a certain type of people

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at a different type of person that values exclusivity and supremacy.

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Not the right word, because it's all politically, whatever.

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But, like, elitism, right?

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They're trying to attract people who want that, right?

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And so the salesman has the weight of the brand behind them.

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And the brand is the story.

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And so if you can create the brand's story that you sell yourself on first

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and then can sell your salespeople on, you will be able to sell more people.

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And they will be more bought in, as long as the entire process is choreographed

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to reinforce that story.

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So that's the story behind the story.

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If you don't know what your story is, it's being made for you,

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and it's probably not the one you want to hold.

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And so I highly recommend getting that straight,

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making sure the sales, the guys, and girls in yourself

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included know what that story is, so that everything they do is in alignment with that.