15 Min Sales Training That Will Explode Your Sales This Year

How do you craft a winning sales message? How do you craft a winning sales video? How do you sell through a sales letter or sell on Facebook or sell on stage? That is a secret to selling that people overlook. So I thought through how can I fit on one page the fundamentals of a pitch that works, A sales presentation, a video, again, any of the delivery systems. So I'm going to go through that with you guys and you should take notes on this each step. So step one address the biggest problem that they're having. Remember, when people say direct mail doesn't work, that just means that the words on the paper didn't work or you mailed it to the wrong mailed it to the wrong people. You know that old saying, a hundred dollar bill and a dollar bill are printed on the same piece of paper. It's the message on the paper. And we'll go a little deeper on how important the words are, the messaging, the marketing. Whether you're writing it or saying it, it's always about the. So when you start a sales presentation, when you start a letter, if you start with that question, if you start with that big problem, it allows them to stop immediately. They have your intrigue. So that's step one. So step two is follow up by making a big promise on how you can solve that problem. Now, what that is in marketing, and I never knew this is a term, but in marketing that's called an open loop. Robert Cialdini calls it the mystery. So think about it in your right now, at your home, right now, as we're going through this, what is that number one? Step one, what is that big question or that big problem your potential clients are facing? And two, what is the promise that you can make and that can relieve that problem or answer that question that you asked? But I never start with introducing myself. I never start with hi, I'm Dean Graziosi. I'm a New York Times best selling author. I'm this, I'm that. Because to me there's just so much noise out there. I first want to know what the hell can this guy in front of my face on this paper, on stage, what can he do for me and how does he understand me by asking that question? I'm not trying to beat this up too much by asking the question, talking about the problem and tell them the one thing that can fix it or the things, the seven things that can fix it. You have my attention. So step three is now introduce yourself. I introduce myself. But do it give your credentials, give why you have the Cred to do this, but also in a humble way. Share your experience and your background, your knowledge to them so it doesn't come across bragging. Yes. Yet it gives them the confidence that you know what you're talking about. Tell them why you're confident and have the ability to share that message and anchor this by telling them a personal breakthrough story or the epiphany, why you discovered it. Now that sounds like a lot, but basically what you want to do is introduce yourself and why you are an expert to give them that ability and how you discovered it. You know Noah in the real estate space, right? You're introducing yourself. Hey, this is Noah. I don't know how long you've been in business, but. No, I've been doing real estate for 14 years or 12 years. And I know what it's like. You know, I've been doing, you know, introducing. I've been doing real estate for 12 years. I've amassed $10 million, $100 million, whatever the number is in sales. And during that journey, I realized what was wrong. I realized when I was stressed and one day it hit me, I realized I was doing it all wrong. I realized that in real estate, and especially in commercial real estate, you have to do xyz. I finally realized I need to share this, right? So now all of a sudden you got the big question, you, you got the big hook, and now you introduce yourself in a humble way. Like what I'll say a lot of times is, hey, this is Dean Graziosi. If you don't know me, I'm a New York Times best selling author and I've touched the lives of millions of people. I've been on tv, but really none of that matters. What matters is that I discovered a way. I was that broke kid and I found a way to break through that and I found a way to go faster and easier. And I have the ability to share recipes. So I hope my biggest goal is today is to give you those recipes, to give you that system, to give you that. So the more humble you can brag about yourself, the better because people do want to learn. And I have to tell you, I went years trying to find and do videos without introducing myself because I always felt like it was bragging when I say New York Times best selling author and this and that. And I felt like it was bragging hands down, every time you don't credentialize yourself and tell them why you're an authority, the numbers go down. They just do every time. I've never been Able to beat the control without telling them who I am. So obsess you at home obsess on a way that. And again, if you're just starting something new, you are an expert in something. If you're turning your passion into profits or your expertise into profits or your business, you are an expert in something. Tell them why. You know, I. In my. I'm gonna use this as a reference in my Larry King show. The first version, I didn't tell my story coming out of the gate. We did the new version. And I came out of the gate and said. I said, you know, I was back in upstate New York recently, and I took a trip down memory lane. And I filmed the trailer I lived in with my mom. I filmed the house where I was living in a bathroom with my dad. And I had this on footage, literally on my cell phone, right? And I took a journey, like, this is where I lived. And I worked out of this old rundown garage. And I said, but then I had an epiphany. I just said it like that. I had an aha moment of the habits. My family had kept them all broke. There was no one in my family I knew that had money, no one that seemed happy. And I realized the habits of successful, happier people were just different. And when I acknowledged that, I knew that that was going to be my obsession to find the habits to be successful. So now not only do they know your story and your credibility, they know that you are once where they are. And now I'm just talking in the success world. So you ask the big question, you address their problem, you made a big promise so that you open loop or the mystery, and then you introduce yourself with credentials. Next, I kind of went on to number four. But next you're going to share how you discovered this, right? That's kind of during the epiphan. And when you talk, the part that I want to share with you guys, even at home, I'm reading my own notes because I don't want to miss any of this, is talk. So their prospect, the person you identified that you want to be a hero, to talk in their language. But what happens, the more knowledge we get, we don't realize we change our vocabulary, we change the way we think, we change the way we talk. You know, you get talking to somebody about, oh, yeah, I just do a Facebook ad and I drop them in a click funnels funnel. I do an opt in. And then if they opt out, I follow them along the way and I make sure I bond, build reciprocity. And loop them back in. Like, you say that and you're thinking, that's just, that's what we talk about every day. And everybody else is like, what the heck are you talking about? Or you say, you know, I just, I put out a bandit sign, then I send them to, you know, answer one that does the phone script. They do an inbound call. But, like, you don't realize, we start talking tech talk. Tech talk never works. And never talking about what they need. What we have to do is talk where they are. Put yourself where they are. At the I said make it. This is a saying I used to think all the time, before I wrote copy, before I did a video, before I went on stage, before I consult. I've been blessed to consult with companies that took my strategies and went on did amazing things. I always say, make it so low the goats can eat it. How do you make it easy? How easy is it to buy something on Amazon? I mean, it's upset. It's like, I need paper towels at my house. No, not even that. I have Alexa. It's like Alexa order paper towels and they just show up the next day because she's hooked up to prime, right? If you look at that, his whole focus was easy. You could get in and talk in tech, talk about Amazon until you're blue in the face, but it's just easy and it's simple. And that's all they ever promote. So you have to think of that in your business. How do I keep it simple? How do I talk where they are? Meaning you want to speak to them about your product, service, or offering with a dialogue and mindset that fits where they currently are, not where you are. So remember that in your message. Okay? Step five in crafting the message is throughout the video or throughout your presentation, address their fears and overcome their objections that they will have in advance. Go back to when you were in that spot. When you remember those fears, you can address them in advance. So by the time they get to the end, they don't have objections. And if they do, you go refer right back to what you brought up. Also, social proof. It's a great time. And later on, I want to talk about how to capture social proof. But it doesn't matter what business you're in. When you serve someone, when they're at the peak of their happiness, when someone uses your supplements or uses your fix, when someone uses your ideas on how to invest in real estate or how to be a better entrepreneur, when they buy your product, when they're the happiest that is the time you get a referral or you get social proof from them. The more social proof that you have that it works, the quicker those people can overcome your objections, the objections that your potential client has in advance. The foundation of selling and marketing is letting people feel understood. So when you're getting ready to go into your presentation to have them, get your house, get this book, get this information, get your course, get the supplements, get the advertising, wedding planning, whatever it is that you're doing, let them feel that you. Let them know you understand where they are at this moment. And then this is the part which most people will mess up. And it's the transition between giving value, the excitement. The first time you do this, you'll feel this. You have a different change in your physiology when you go from, oh, my God this, oh, my God that. You can't see this. You're talking the benefits of your product, the benefits of your service, what you've done. You're overcoming their objections. You're talking about if they don't take action, if they stay stagnant, if they don't get your information, then all of a sudden you got to sell. You got to go to the call to action, the cta, the thing that you want them to do. You want them to use your service, eat your food, get your real estate stuff, whatever it is, you know, get the equipment that you're selling, right? And I watch people's physiology change on stage. I've been blessed to do a lot of live events. And you'll watch somebody in this hour presentation. And I know immediately when they're going to sell because I'll watch everything change. They turn into a different person, like, oh, and now you can get my product. And they go to the PowerPoint. They fumble, their tonality changes. I encourage you to change that thought process, to trick yourself. Do whatever it takes to be excited about the time you get to sell. Because nothing happens without the sale. Nothing moves forward without the sale. You can't help anybody unless you sell. So what I've trained my head, my brain to do is when I get closer to the sale, I. I get more enthusiastic, I get more energy. I can't wait to ask for their credit card, because I know if they don't give me my credit card, I'm doing one of two things. I'm letting them go to my competitors, and they're not going to be as treated as good as they would if they were with me, or they'd eat the wrong food, or they'd get the wrong advertising or they'd have the wrong copy, whatever it is, they'd have the wrong stuff or they would do nothing and their lives would stay exactly where they are. So when you think about that, it's like if I don't get their credit card to get my product or service, they're going to give it to somebody else or they're not going to do anything with their life. And I did them a disservice. So I found a way to get excited about when I can transition from kind of sharing benefits and what they get to the product or the service that I'm offering. And what I'd recommend to you guys is using a bridge. So use a bridge from all the things we talked about and all the benefits to bridge into the actual call to action. So what's a bridge? I've used a lot of great things. I've used the. And I say used. I don't want you to think this is a trick. This isn't like a hook to make people do something they don't want. This is to get people to take action and not stay still. So many people want more out of life. They talk about it, but they don't take action. It's my job to get them to take action only if, like I said in the beginning of this course, if I'm completely obsessed with knowing that if they get what I offer in their hands improves their life. Find a bridge that you're comfortable with. Make it so you can't wait. Lean into the sale, lean into what you want. And if you don't feel that passionate about what you're selling, go fix what you're selling. Because that's the only way you can get the true passion to come out. So once you have that bridge and you go into the call to action, the call to action is where you want to flow into and start giving the benefits of what they'll feel or get by getting your product or service. Again, I say this, and I really want you to remember this, this is the same thing you're going to be doing if you want to rise up through the ranks and get a promotion. It's the same exact thing. You have to sell the person who's making that decision. But in the call to action I see so many times when people go to sell is they talk options, not benefits. You know, think about this. If I was trying to sell you, every car has air conditioned now, but it wasn't that long ago that air condition was an option. So if I was Going to sell you air condition. I could say, hey, when you're getting this car anyway, you can get air conditioned. And do you know air condition, it's so cool the way it's made. You know, air condition has Freon that runs through these tubes and then they have these little fins on them. And then what they do, the fan from the engine blows on the fins. The Freon gets really cold. It pumps through this whole process and comes through the back of your dashboard. And then a fan blows the cold air out. I could say that. Or I could say, hey, this car has an option for air condition. When it's hot out, you can be cold inside your car. One is options, one is benefits. Who cares about how it works? No one cares how air condition works. They want to know if you want to sell headlights, you can talk about all the mechanisms of headlights and how Edison discovered the light bulb and it evolved to this little tiny thing. Or you could just say, when it's dark, you can see. Who cares about anything else? So be careful when you go into the call to action, you don't get sucked into your own tech talk. Don't get sucked into your own obsession with your product and how. People just want to know, if I take that, do I feel better, do I look better and do I get results? So just talk benefits. In the call to action, be clear. And then make sure you tell them what you want them to do. If it's a video, I want you to click the button on this page. If it's in a direct mail piece, I want you to call this number. I want you, if it's face to face, this is what we could do right now. Don't be afraid to tell them what you want them to do, because now you told them the story, you told them the benefits. You're in the call to action. Now you got to give them the next assignment on how they get your product, your service, your course, or whatever it is in their hands. And I ended this with something we already talked about. I said, lastly, this was step eight. Lastly, make sure to smile, be happy, and live the experience to the best of your ability. Enthusiasm and authenticity outweigh perfection and pitches and over structure. So I think what we can sometimes do to ourselves is say, am I crafting the perfect pitch to present to my boss so I get the raise? Or to present to a new partner to give me the money to start this startup or to my mom? So we go into this business or to the client or to anyone, we always think we have to be over prepared. When really it boils down to these fundamentals and living it with enthusiasm, authenticity and letting them know you know where they are. That is a secret to selling that people overlook.