- So, your sales ability equals your earning ability.
Repeat after me.
Your sales ability equals your earning ability.
The number one skills of an entrepreneur is...
What? Sales. It is sales. It is sales. Period.
The number one skill of an entrepreneur is sales.
It is very, very simple
and most entrepreneurs struggle, you can see,
because they can't sell.
There's virtually no problem that can't be solved,
in a business setting... I've never seen a company
go out of business because of too much sales.
Never.
I've never seen a company go out of business
because of too much revenue. Yes?
So, most of the time it's the entrepreneur.
Think of even Steve Jobs, before he passed away,
when there's the Apple, the new iPhone announcement.
He's announcing this revolutionary technology.
What is he doing?
- [Audience Member] He's selling.
- He's selling.
He's selling one to what? How many? Millions.
Is he a good salesperson? - [Audience Member] Yes.
- You better believe it. You better believe it.
Same thing with Bill Gates.
Bill Gates you might think of as a genius
programmer, everything. He's a salesman.
If you actually read his book, one of his books,
he talks about licensing, doing deals. He's a salesman.
Warren Buffett is a salesman.
Great stock investor, but also a salesman.
I'm a sales... I'm selling every day.
Every single day. Every single day.
So, secret number two, write this down:
You can always sell more of a person's wants, not less,
you can always sell more of a person's wants, not less.
What does that mean?
When you sell them less of what they want,
you're actually doing them a disservice.
Because they are not satisfied, but you can always
sell them more of a person what they want. More.
At that time, they might not have
a high enough self-esteem to purchase the product.
They might think that, 'Well, I can't afford it.'
Or, 'I don't deserve it' or whatever
mental barrier they might have,
but you can always sell them more.
So, you are not doing them a service by,
'Well, you can't afford this? Maybe
here's something a little bit cheaper.'
Well, how do you know it's good for them?
What if their needs change in the future?
So, whatever you're selling, you always want to sell
the most expensive package first. Yes?
When I go into a sales situation,
I go into a sales situation with so much conviction
and so much confidence.
In my mind, here's my belief, you don't have
to buy my belief, but here's my belief:
I'm going to sell them something
they don't even know they need
and they're going to thank me afterwards.
Here's my belief, because I know what I have.
I know what would happen if I
get my products in their hands.
I can't help anyone if I don't get my products in
their hands. Does that make sense?
You can't help nobody, you cannot help nobody.
So, you can always sell more of a person's wants
and not less.
Let me tell you a story.
This was me many years ago trying to look old
and stuff like that. Anyway...
(laughter)
With my glasses and short hair and shit. Unbelievable.
Anyway, one of my dream car in the beginning,
years ago, was the Mazda RX-8.
I put it on my vision board, I set the goal,
and finally I went to get the car.
Gonna get the car.
So, I went into dealership and I saw this salesman
and I was telling him, 'You know what,
I want to get my car. I've been waiting for years.
I've been working very hard.
I want to get the Mazda RX-8.'
'Great, sir' and we talk, and this and that,
and say 'Hey, here's what I need. Here's what I want...
Da da da...' and at the end of that
he said, 'Well, you know what?
I can save you some money.
You don't need to upgrade these options
and stuff like that, it's okay.
It's just, you know, flashy stuff anyway.
You don't need the sunroof.
You don't need this audio and you don't need that
flashy wheels and stuff like that
and you don't need all that.
So, let me save you some money.
Let me calculate this and you can save money
on this way and this and that and you know.'
Okay, and I said to him, 'But I want that stuff.'
(laughter)
Like, hello. 'No, no, you don't need that stuff.'
What is he doing? What is he doing?
(audience mumbles)
No, he's projecting his values on me.
How many of you project your values to your clients?
Just because you can't afford to buy whatever you're selling
doesn't mean they can't afford it.
How many follow what I'm saying?
Yeah, and you are not your client.
You are not your client.
I've seen entrepreneurs, they project their struggles
to their clients.
'Well, I'm struggling. My business is not doing well.
No one's going to spend $10,000 on this.
I can't sell this.'
So, therefore, when they meet with the prospect,
their prospect feels it,
'Well, you don't believe that much in your product.'
'I guess so. I get it, it's too expensive.'
So, same thing with this sales guy.
I was selling him for God's sake.
I was like, no I want this. I want this.
I want the whole shebang. Give me, give a....
Dammit, I'm buy a sport car, right?
I want the wheels, I want this, I want that.
Give me the biggest package you have.
'Oh, no no no.'
Finally I was just so pissed off, I was like,
'Let me see your manager.' Right?
Let me see your manager.
And the manager came and he was smart.
He said, 'Sir, how can I help you?'
I said, 'You know, I want this and this guy
wants to try to say to say to me...'
I don't want to save fucking money.
I want a nice car. 'No problem, sir'
and he do the computer thing and then
most expensive upgrades, everything.
You know, stereos, everything upgraded.
'Here's the price.' I say, 'I like that.'
(laughter)
Signed. Ten minutes, done. Done.
You follow what I'm saying?
That's what I'm talking about.
You can always sell them more, not less. Not less.