Nothing is more frustratingwhen you spend all that time and effort talking to a prospect, and then at the end, youdon’t close the sale.
Today, I’m going to teach youthree most important skills that you must understandand master in sales if you want to be asuccessful entrepreneur or a successful salesperson. You see, most people don’tknow how to communicate.
Fewer know how to sell, almostno one knows how to close. If you’re a salesperson, ifyou are a business owner, it is your duty, it is yourobligation to close that sale. Now maybe, the kind of close that happens, maybe it happens after apresentation that you have given in a conference room.
Maybe it happens over the phone. Maybe it happens in a shop. Maybe it happens in a showroom, or maybe it happens ina home kind of setting, or maybe it happens afteryou do an online demo.
Whenever and wherever a closethat is supposed to happen, it is your responsibilityand your responsibility alone to close that sale. Most salespeople do not get this, right? They get very good at everything else.
They are very good at prospecting, or maybe they get verygood at cold calling. They are doing very goodin terms of outbound, or they are very goodat giving presentations, or they’re very good atgiving people demo online. But unless you close thatsale, nothing happens.
You become a very, verygood presentation giver. You become a very gooddemo guy, and guess what? Those things don’t get you to the bank. Closing is the only thingthat gets you to the bank. So today, let me teach you three things, the three skills that you must know, three important skills you must master, if you want to earn more money.
Sales skill number one,the ability to empathize with your customers. You see, if you’reselling low ticket item, or you’re selling a commodity, you work in a retail shop, people come in, they grab and go, oryou’re selling something that’s transactional.
You just show them the aisle,or you show them stuff, well, you don’t reallyneed to have empathy, because you’re justproviding a quick answer, a quick solution. However, if you’re sellinganything that is significant, if you’re selling somethingthat’s high ticket, you need to have deep empathy.
One thing I always say is this: people don’t care how much you know, until they know how much you care. When you are sellingsomething at a higher price, at a high transactional value, your customers need to knowthat you’ve got their back. And you have to be ableto connect with people.
You know what, if you want one big secret when it comes to having tremendous success when it comes to closing,here’s one: give a damn. Actually give a damn about thewellbeing of your customers.
Give a damn about their results. Give a damn about their outcome. When you give a damn, ifyour product or service are not a good fit, you gottatell them it’s not a good fit. If there’s other people,there are other people that could provide a betterservice, better than you, you will not hesitate torecommend that to your prospect.
That is what I’m talkingabout: giving a damn. I was doing a role playwith one of my students during one of our live classes, right? We were doing role play, and he was saying all the right things, he wasasking the right questions and kind of following the formula, saying the right words,but I said, “You know what? “You’re not gonna close.” He was like, “Oh, how come?” “I’m saying all the right things, “I’m following the formula.” I said, “I don’t feellike you give a damn. “I don’t feel like you care. “There’s no empathy, you’re like a robot! “All your answers andquestions are so mechanical “and so robotic, I don’tfeel the connection. “I’m not able to connect with you. “If I don’t connect and Idon’t feel that you care, “I’m not gonna buy.”
And at first, he was puzzled,he didn’t quite get it. I said, “Do it again. “And then do it again, doit again, and do it again.” And then finally, aftermultiple times, I said, “Now, that’s better. “Now it comes across that you actually “care about their wellbeing.” Very, very important to have that ability. Great closers have that ability, to develop deep connectionswith their prospects. Skill number two, and that is the ability to uncover challenges and discover your prospect’s pain points.
I always say, no pain, no sale. The problem is, is not thatyou don’t know how to sell. The problem is, you don’tknow how to diagnose. Most salespeople, they talk too much. They don’t know how to ask questions. You’re losing sales, not because you don’t have product knowledge. You know your products orservices very, very well.
You’re losing sales becauseyou can not diagnose exactly what your prospects’problems and concerns are. You see, your product doesn’t drive sales. Nobody cares about that. Problems drive sales. In order for you tomotivate, inspire and empower your prospects to buy right now, you need to be able tounderstand and diagnose exactly what their problems are. Does that make sense?
So think about this as where they are at, where your prospect is at. This is where they wanna go. From where they’re at to wherethey wanna go, guess what? This is a gap. There’s this gap, itis your job as a closer to make the prospect understandhow your product or service or solution can bridge that gap.
If you don’t understand what this gap is, you’re not gonna close the sale. If all you do is keeppushing your features and benefits, they’re not gonna buy. That doesn’t motivate them to buy. Then you’re gonna get objectionslike, “Yeah, you know what, “that sounds good, but Ikinda wanna think about it. “Let me get back to you.” Or maybe, “Follow with me in six months.” When you can help yourprospects understand that you are the perfectcompany to help them bridge that gap, that’s when they buy. See, sometimes the problemis not what it sounds like or what it looks like. Prospects don’t even knowexactly what their problems are.
They might say, they come to you and say, “Hey, I want XYZ”, andthey might think, XYZ, that’s what’s gonna solve their problems. But actually, they actuallyneed something else.
Maybe they need DFG, right? They need something completely different. But they don’t know, it is your job to help them understand,it is also your job, just goes beyond just yourproducts and services, it’s your job tounderstand the big picture, and how your products or services best fit to help them solve their problem. You cannot do that if youdon’t have the ability to uncover challenges anddiagnose their problems. Skill number three,and that is the ability to handle objections.
Now, you’ve seen this alot, people talk about how to handle objections in sales. You know, your prospect says this, then you’re gonna say that. This is how you’re gonna respond, this is how you’re gonna reply.
All that is good, but my approach when it comes to objections,I actually do not like to handle objections,because the way I see this, if you’re thinking abouthandling objections, you are being reactive. You’re waiting for theprospect, you say this, then I’m gonna do that, it’s like a martial art, right? Someone throws a punch,and then I’m gonna do this, and then he throws a kick,then I’m gonna do that.
You’re always playing catchup, you’re playing defense. I would much rather play offense. I believe the bestdefense is a good offense. I like to preempt objections. I like to set the agenda soobjections don’t even come up. Done properly, objectionsdon’t even come up.
And another thing I believein is, I don’t use a script. A lot of sales gurus ortrainers, they wanna teach you, okay, this is a script that you use. This is exactly what you’re gonna say, this is how you say it line-by-line. I compare that, it’s likegoing to a boxing match with a predetermined plan.
I’m gonna throw a jab, andthen he’s gonna do this, and then I’m gonna throw a hook, I’m gonna throw a cross,I’m gonna throw an uppercut, it is stupid. You can not pre-plan too much. You need to have flexibility,or Bruce Lee said, you gotta be like water, my friend, to be able to do that. I’d much prefer topreempt objections versus handle objections. Preempting is proactive,handling is reactive.
There are better and smarterways to sell and close. You don’t have to do whateverybody else is doing. There are better ways to do this. I teach a methodologycalled High-Ticket Closing. We now have studentsin over 150 countries. Now it’s the ninth season that we have.
If you want to learn theskill, the art and science of closing, no BS, nononsense, what works right now, when it comes to sellingpremium products or services.
Click the link here or here and join us. Our next season’sstarting very, very soon. So go ahead, check itout, see for yourself. Why do we have so manysuccessful students? Why do we have so many successful closers? There’s a reason for that,so go ahead, join us. I look forward to seeing you in class.