- We're talking to an energy company in Texas
just a couple weeks ago.
They're talking about, and as crazy as it is,
they're still discovering new oil fields in Texas.
One of the last big oil fields
they discovered there was in 2008,
I would have thought they stopped discovering oil
in Texas 50 years ago,
but 2008 one of the biggest oil fields
they ever found in Texas.
What does that mean?
That means they're still buying land from Texas landowners.
And this Texas landowner's not selling
this oil company the rights to his land.
And, they're following this guy around,
they're waiting for him in the gym,
I mean, they're trying to show him
that they can be trusted.
What does that mean?
They're trying to overcome mistrust,
but they're pitching him
with how much money he's gonna make every step of the way,
which is what every other oil company pitches the guy.
And they were just hung around long enough
til, finally, he got the message
that they want to fly-by-night operation,
and that he could trust them, and they cut the deal.
But, now that they know, taking my approach,
instead of taking six months to get past this mistrust,
we can get him past this mistrust in a week.
- [Brian] How?
- By saying, right off the bat, you know what?
We probably seem like everybody else
that pitching you these get rich schemes,
and, from your position, we gotta be hard to trust,
cus we look like everybody else.
cus that's exactly what he's saying in his head.
- Right, right.
- And, the minute you articulate
what's in the other guy's head,
then, all of a sudden, they go like,
there's something about you I like,
I don't know what it is.
And that's how we get 'em in the side door.
- Right, I think you say,
if you try to call out a negative that's not there,
you won't plant it, which I think you're saying there,
but if you try and deny a negative,
that's not there, then you plant that thing.
- The two-millimeter shift-- - [Brian] Okay.
- and it's crazy,
because everybody's used to denying negatives,
cus that old guy, if we ain't taught him,
he might of said, you know what?
I don't wanna still look like everybody else.
I don't want you to think
that we're like every other sales person.
- [Brian] Right.
- And that's when the guy goes,
you're denying it, you must be like them,
otherwise you wouldn't deny it.
The gut reaction is you deny
what you're afraid of, but, when you say,
you know, we probably look like everyone else,
then, now, suddenly, I look accountable to you,
I look honest, I look fearless to you.
- Hmm, what's the next statement after you say that?
We probably look like this big oil company
that wants to come in and muscle you over,
and squeeze you out of a good deal.
What's the next line after that?
- Well then, it's a little bit of a dance at that point,
- [Brian] Right.
- and my next line is this,
I gotta shut up, I gotta read you, I gotta let you react.
You're gonna tell me one of two things,
either I'm on the right track, and you need to hear more
of my diffusing the negative,
or you're gonna relax a little bit,
and you're gonna be like,
you know, I dunno, and then you're probably gonna say,
look, here's what's important to me.
Everybody else wants a 99 year lease,
I got kids I gotta worry about,
or I've just opened a trust that I'm moving my assets into.
You're gonna tell me what you need to make the deal.
- [Brian] Okay.
- And, at that point in time,
now, the next thing you're gonna do is you're gonna watch me
to see if I actually listened to you.
- [Brian] Right.
- There's an article that I saw a few years ago,
the guy in charge of marketing for Facebook
said he hated dealing with people from Hollywood,
because they all sit down, they say,
"What's keeping you up at night?"
And then don't listen to the answer.
- [Brian] Right.
- So-- - So teed it up perfectly,
the guy's about to share the unknown,
and they're busy not even listening.
- [Chris] They don't even listen to--
- They're busy thinking about their next move, maybe.
- Yeah, or they're gonna pitch what they came to pitch,
no matter what he says.
- Right.
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