- Understand this: people don't buy because of logic.
People buy because of emotion,
and they justify it with logic.
I want you to think of something
that you want to buy in your life.
Once you have that in your mind,
I want you to ask yourself this question:
Why do you wanna buy it?
If you peel through the layers,
I think you'll realize you are buying emotions.
So think about when you're selling something to somebody.
Are you just talking about features and benefits,
what this thing would do for you?
Or are you pushing those emotional hot buttons?
I remember one time I was in Harry Rosen.
I was walking by the Tom Ford section,
and the salesman approached me and say,
"Sir, is there anything I can help you with?"
I said, no, I'm just browsing around.
And he said, "Do me a favor.
"Put this suit on."
I said, all right, I put it on.
He said, "How do you feel?"
Well, it feels pretty good.
He said "Sir, are you a fan of James Bond?"
I was like, who isn't a fan of James Bond?
Like duh!
He said, "You see this suit right here, this tuxedo?
"This exact suit, exact same design
"as James Bond wears in Casino Royale."
And before you know it, I've bought the damn fucking tuxedo.
So you buy because of emotion,
and you justify it with logic.
So, are you ready to place an order today?
- [Man On Phone] Uh, I don't know, I'll think about it.
- How many times in your life,
when you're on a closing call in a meeting,
and your prospect say to you,
"I wanna think about it,"
or "Send me some more information"?
What happens?
You never hear from them again.
When they say they wanna think about it,
that's not actually what they're saying.
What they're actually saying is one of these three things.
First one is, I don't have the money.
The second thing, what they actually saying is,
well, I don't see the value.
Number three, when they say I wanna think about it,
what they actually means is,
I don't see the urgency
why I should buy right now.
So, when clients, they say, well, let me think about it,
what should you reply?
Before you go into any sales meeting,
before you get on any sales call,
you can say something like this.
Well, Mr. Prospect, the purpose of this meeting today,
or the purpose of this phone call today is
to determine to see if it's a good fit
for you and I to work together.
By the end of our conversation,
there are three things that you could say to me.
First thing you could say is a yes,
and you and I think it's a good fit,
and we're gonna move forward and we're gonna do business.
And that's fine and that's good.
The second thing that you could say to me it is a no.
And I want you to know it is perfectly OK to say no to me.
The third thing that you could say
but that I don't want you to is,
I wanna think about it
because I've been doing this for a long time,
and usually when people say they wanna think about it,
what they really mean is a no.
I would just prefer just tell me a straight no.
No hard feelings whatsoever.
So before we get started, before we proceed,
can we make a simple agreement?
You're only gonna tell me one of these two things,
either a yes or a no.
Is that fair?
What have I just done there?
I have pre-framed the entire conversation.
Now at the end it's very, very, very difficult
for them to say no.
- Actually just one second, just a moment.
- [Man On Phone] Sure.
- Gotta go.
- Yeah, um. - What's going on?
- Yeah, he's pretty close on closing,
just says the price is too high.
He's shocked at section 15,000 for a day.
- OK, so he wants to close his companies
at three million to six million.
- Six million, yes. - OK.
And he's been following me for some time now.
- Yes. - He wants to do one day
of consulting. - Yes.
- OK, here's what you say to him.
So he's giving you the resistance
that the price is too high?
- Yes. - OK.
Ask him the question.
Put the responsibility back to him.
- OK. - So number one you say,
is it question of price or is it question of value?
So ask him that question.
- Yeah. - Let him talk.
He'll say value.
- Got it. - And then the second thing
you will say is,
well, there are a lot of people
who are a lot cheaper than Dan.
- Mm-hmm.
- A lot of different options. - Yeah.
Why didn't you go with them? - Yes.
- Why are we talking on the phone today?
- Yes.
- So circle back to that, to his needs, his pain point.
The pain point is the one that goes from three to six.
- Yes.
- And then, you ask him the question:
Why do you think people pay Dan that kind of money?
So we don't justify the value,
let him justify his own value.
- OK. - And number three,
last, you have to say to him,
if Dan, let's pretend, hypothetical,
Dan is the man who can get you from three to six million.
Does it really matter if he charges you $50,000
or even $75,000 or even, fuck, even $100,000?
- Mm-hmm. - Does it really matter?
- Yes. - Are you looking for price,
a cheap price, or are you looking for results?
- Mm-hmm. - But we gotta go.
We don't need to be needy.
- OK.
- Just lay out the terms.
If he wants it, good.
You can tell him, if it's not a good fit,
it's not within his budget,
he's not comfortable, it's OK to say no.
- Oh, that's cool then, thank you.
- You got it? - Yes, on it, OK.
- If you're closing on the telephone right now,
if you're getting any social media inquiries
or people contact you or they email you,
they wanna find out more information,
here's what you would wanna do.
You wanna get them to call you instead of you calling them.
When you call them you are the salesperson,
but when they call you, you are the expert.
The most powerful three words in sales is this:
I don't know.
But what happens is,
when you talk too much, when you know everything,
you lose control.
Whoever answers the questions controls the conversation.
You should be doing less than 20% of the talking.
An amateur sells, a master makes people want to buy.
(people laughing)
Is the product any good?
I don't know.
(bright music)
Depends on how to define good.
Are you even honest?
- [Man] I don't know.
(people murmuring and chuckling)
- I don't know.
What do you mean by honest?
Tai chi.
OK?
Re-direct.
Anything they throw at you, just re-direct.