Everything you've been taught about sales is wrong. Don't believe me? Keep watching.
-So, Nate, everything that I know about sales is wrong? I don't know. I have a hard time believing
that. But what are you trying to get out here, exactly? -So, I've done a complete reversal
in my career. I learned the traditional sales training. I learned the sales, closes the sales,
lines, the scripting, the... Everything to get a customer to buy whatever I'm selling.
And it's kind of like... You know, the extreme would be selling the ice to the eskimo. -Yeah,
sure. -Right? I don't think you should sell ice to an eskimo for example. And maybe you agree
with me there. But I don't know... I don't use closes anymore. I don't use any of that, that
sales tactic anymore to make a sale. And yet, I do make sales. I do get people to pay me $100,000 for
my program. -So, how do you... Then... Like, if you're not using that stuff, then I mean how do
you get them to that point where that it's time to ask for a sale? -Well, I don't talk about money
and I don't try and ask for the sale and tell that the time is right. I really look at their
business. And I and I take a look at like where are they, what are they trying to accomplish. Like
is it a fit for what I'm offering? If it's a fit, I'll paint a picture of what my service is. I'll
teach them my whole strategy. And so, I'll even open up my keynote slides and where i have some
screenshots of different results that we've got on YouTube and really show "This is what you do,
these are the 5 ingredients." So, when they really understand my strategy... So, they can see what it
is that I'm going to help them with, they kind of understand tactically what I do, I then find out
where their business is going and can they see how this strategy will help them get there or
even beyond. And if they can really start to see that, then I will actually like bring up concerns.
It's crazy but I feel like they really have to be committed. I don't want buyer's remorse, I
don't want cold feet. i have a year agreement and I want them to be glad that they're in this year
agreement. I let them know proper expectations. I let them know that the first 4 months
are going to be boring. I say, "Don't expect any leads. Don't expect any excitement to happen
in the first 4 months." Then if leads do start trickling in, you know in month 5 and month 6,
you're not going to be shouting for joy. So, how are you going to feel when you're making
this big investment of time this big investment of money if you don't make any money back in the
first 6 months? Like, are you going to be able to handle that? Right? So, that's when I say when
I try and talk them out of it because I really want them to like see the real picture. -Yeah,
that's interesting trying to talk someone out of it. This really is going against everything
that I've been taught about sales. So, why do it exactly? Why are you bringing up these concerns?
One, I want the relationship to be right. And like I said, I don't want there to be any buyer's
remorse. But ultimately, this is a big decision and I want commitment. If I can talk to them this
way and let them know this isn't going to be a quick fix, this isn't a get rich quick. And I'm
not twisting your arm to do this; I don't want you to decide now. I want you to think about it.
They are. They're going to see me in a different light. The relationship we're going to have
is not them and the sales guy. It's a partnership. I'm really invested in their success and what's
what's best for them. And as we start on this journey... Because those aren't realistic
expectations. Like, if we get to 2 months and they're expecting exponential growth,
they're going to be upset with me sure. They're going to be upset with me at the 2-month mark.
But if I set these proper expectations, then we get there and they're going to be patient,
they're going to trust me. And they're going to get results. When we get to that year mark,
that's when I say, "We got to keep going. We ought to follow the strategy for 12 months.
That's when you're never going to look back." You're going to be so glad that we did this year
together. -So, this is all well and good for you and in your business and selling this high-dollar
ticket item. What about for just someone they're just in a sales job.
What kind of advice can you give to someone who's in that position? Maybe they have a hard time like
truly believing or being passionate in the product that they're trying to sell. -Yeah, the first
thing that came to my mind is pest control, right? I've actually sold pest control. This is back
before I started my company. The summer before I got that telemarketing job, I thought, you know,
I'm good at door-to-door sales. Let me go and try this pest control thing. And I did super well.
For a week and a half, I was the number one guy in the team. I couldn't last more than a week and a
half. In order to succeed in sales, you've really got to be committed, right? And in that case,
I just... I wasn't passionate about pest control, about putting out poisons to kill bugs and stuff
like that. And that's a hard thing for me to give advice on. Like, "Okay, if you're going
to be selling bugs, are you passionate about it?" Can anyone be passionate about that?
-Well, I hate spiders. -So, if it's about killing spiders, I'm kind of passionate about it. -Okay,
I hear you there. So, what would I do today? What would I do today? If I went to a door selling pest
control, in order for me to sell it, would my philosophy work? Let's see. So, I would say,
"You know, you're going to have poisons around your yard if your kid gets sick." I mean..
I don't know that it would work. -So, I'm not going to be number one for the week and a half.
-I'm not going to be number one for the week. To really use sales to its fullest
the way what I believe is you've really got to believe in what you're selling. If
you're selling something like pest control or something else that you don't fully believe in,
then you've got to use these tactics. There's things that you've got to hide away and you've
got... You know, I remember my first sales job many, many years ago. I sold the living scripture
videos like bible stories that are animated. And I remember I followed the script to the letter.
The lady told me that she wasn't interested. They bought some of the videos before and they were
great but she just didn't want to buy any more. But I responded the way that I had practiced and
then I pushed the paperwork in front of her and handed her the pen. And she started filling it
out. And I was just like, "What? That really worked?" I mean, there are sales tactics that
really do work. You know, I'm glad that I don't have to use those anymore. I just
have real frank conversations. I feel like I'm... You know, you've heard the analogy of the doctor
and the patient really having a consultation. Well, I feel like I'm consulting them in their
business and I really do want their business to succeed and I really have a solution that
I believe in. When it's the right fit, if there's a match, then I'm confident that I can talk them
out of it and still let them know, "Yeah, this is totally what you need to do." If you want to
generate an additional 7 figures of business 12 to 18 months from now, this is exactly the path that
I would follow. You know, I can say that with full confidence. I've done it for many other channels.
And so, when I try and talk them out of it, I'm just really helping them to see the full picture
themselves and know what they're committing to. -If someone out there is in a situation where
they're selling a product that they just don't believe in and they're not passionate about,
do you think is... Like, should they find another job? -Like really, I would. But you've got to take
care of your family, you've got to take care of your needs. So, I'm guessing if that's you,
if you're like... If you're saying to yourself, "You know what? What I'm selling here I'm not
really passionate about, there are other options." And you don't have to be stuck in a job that you
don't like. -Nate, what's the difference between selling an outcome and selling a product or
a service? -This is a big difference. So, a lot of times, we are are tempted and even
and taught to focus on the features. Like, for me, my video services might be, "Yeah,
we film 20 episodes at a time. There's going to be 2 videographers there. We use a Canon 90-D. These
are the lenses that we use. And so it'll blur the background, you're going to really like that blur.
We're going to have you change your outfit 4 times. And also, that's talking all about the
features, right? But the outcome... The features don't matter. -Sure. -The features can change
but... And that doesn't really matter. What we want is the outcome. So, that's really what I
talked to them about. Like, "Okay, look. Your business, you're at a good point now. You've
got momentum in your business. And over the next year, we're really going to be solidifying this
foundation of search." For all the people who are searching for you but don't know that you exist,
now they're going to be finding you. You're going to be growing your influence
and we're going to be adding more revenue to your business. We're going to be adding an additional
seven figures of revenue. So, obviously, I just made that up but I'm really talking to people
specifically to them and what I see the outcome being for them. They'll have questions about the
features so they can kind of piece it together and see like, "Okay, how are we going to get there?",
"Oh, this is how we get there.", "You've done that before?", "Yeah, here's all these examples.
Here's how I've done it." But ultimately, everything that I'm talking about is the outcome.
So, after you've done this, you've painted the picture, you're selling the outcome. At what point
do you then you know tell them what the price is and ask for the sale? -So, I'm pretty stingy
on talking about the price of my services when they don't have that full picture painted. So, if
they don't even know what my strategy is or they don't... they can't really understand that outcome
and really all they know is some of the features like they know I filmed 20 episodes in a day,
there's no point in me telling them what the price is or discussing any number. I could say 10,000,
I could say a million. And it what is it... They don't know what it's going to mean for them. So,
I always make sure that I understand where they're at and then I make sure they have clarity on what
my strategy is. So, they understand my thinking and that I, you know... that they have confidence
in me that I know what I'm talking about. And then when we've talked about that outcome,
then I can talk about the price. Because if the outcome is they're going to make 7 figures with
a 6-figure investment, they can see that. They can see how it makes sense. If you're a business owner
and you want to know how to make money on YouTube, you can actually make money on YouTube with a
small channel because your business is behind it. I want you to understand this with clarity.
So, I'll link to a video right up there where that's the strategy that I teach.