Here's What I Learned After 1000 Sales Calls

I've booked over a thousand sales calls. Here's what you need to know. Hey, hope you're doing well. My name is Jimmy Fung, and in today's video, I will be talking about what I have learned after taking over 1000 sales calls from my own agency. Now, the reason why I'm filming this video is because you could go online, you could go on YouTube and you could find different sales scripts. You could find live sales calls of people showing their own sales calls online and publishing it onto YouTube. But I think at the end of the day, when it comes to sales, the quickest way to learn is by just taking a bunch of sales calls, failing a ton, trying a bunch of different things, and learning from your own experience. I know for myself, I grinded through a lot of YouTube videos talking about sales. I spent thousands of dollars on different sales courses and coaching programs. But at the end of the day, a lot of the things that I'm going to be sharing with you today is not things that people will share. These are personal experiences from what I have learned. So. So let's jump right into it. Right? So now, obviously, I have different videos on my YouTube channel where I break down sales calls, right? So this is a live sales call where I closed a $2,500 deal. This is a sales script. This is also another sales script. And you can go and watch those videos on your own or after you watch this video. But this video is going to be a little bit different. It's not a sales script. It's more so the intangibles that I have never seen anyone online talk about, right? This is what you will need to do. And if you understand all of these points, you will become very good at sales in a very short period of time, Right? Because these are my own personal lessons, right? So before we jump into it, I want to first break down the sales process. Now, obviously, again, I'm not giving a script or anything like that, but when we look at how you want to take sales cost for your own agency, whether you're selling, lead generation as a service, Facebook ads, email marketing, whatever it is that you're selling, there's a couple patterns in terms of phases, right? There's really only four patterns. Four phases. The first phase is when you first jump onto the call. You want to obviously intro yourself, but the first thing you want to do is understand their business, understand what they sell, who they sell to, what industries are they in, what case studies do they have, right? And after you understand these things at a very high level, you then want to understand what their current sales process is. So if this applies, if you're selling lead generation services, but for example, you want to understand, okay, so you have a couple of clients, how are you currently signing those clients and generating these sales opportunities Right now? You want to understand what they're doing right now to generate sales calls and generate new clients. The reason why you want to do that is because that moves into the next phase of the thing, of the sales call, which is the problem. You have to understand that in order to sell a service, sell something for thousands of dollars, people aren't just going to donate money. The reason why they're paying you thousands of dollars for your services, for your lead generation services, is because they have a very clear problem and they think you have a solution. They believe that by paying you Thousands of dollars, $1,000, $2,000, $3,000, you will help them solve whatever problem it is that they're currently facing. So you need to understand what their current situation is. You need to understand how it's working. And based on that, there's a very strong chance. If they're on the sales call because you're selling them lead generation as a service, they're on a sales call because they have a very clear problem that they just don't know how to solve. More likely than not, the problem is they don't have enough clients. What they're doing right now is not working that well, or they just don't have a predictable stream of sales opportunities and sales costs. So that's the problem. And you really have to understand what, what the problem is. So you should never, ever move on to the next phase of the sales process until you understand the problem. And if you can't realize what the problem is. So you're asking a bunch of questions and you come to the conclusion that everything they're doing is just working well. They say, yeah, Jimmy, I am getting great success with what I'm currently doing. I don't really have a problem. I don't need more sales calls. I don't have any of these issues. Then you shouldn't sell to them, right? Because there's nothing for you to sell. There's no solution that you can help them solve because they just don't have a problem. So make sure before you move on to the next part of the sales process, you identify the problem. And it's very important that you do this after this, after you understand they have a problem. Jimmy, I have a problem. I don't have the amount of Sales costs that I want. I'm not able to sign the clients that I want to, that I need to in order to make a certain amount of money. Awesome. The next part is more about qualifying your prospects, right? Qualifying the person you're on the sales call with. And this is something that I personally learned myself because in the beginning, when I first started taking sales calls, I would run through my 30, 40 minute pitch, only to hear an objection at the end. Oh, Jimmy. Well, I think cold emails is spamming. I think cold emails is illegal. I want to talk to this person. I want to talk to my board members. I want to talk to my business partners. Or they'll say something like, yeah, Jimmy, this all sounds amazing, but I want to do this at the end of the quarter. I want to do this next quarter. I want to do this in three months, four months, six months. And if you're able to get in front of those objections, it will be a lot easier for you to sell. And which is exactly why all of these blue squares you see right now, the more qualifying questions, so that before you go and spend 20 minutes pitching them and selling them your service, you understand if this is something that can actually help them and it makes sense for you to actually spend 20 minutes of your time to continue through the sales process. So the first qualifying question I always have because I'm selling cold emails as a service, is I want to understand what are your thoughts on cold emails? Right. Maybe they tried code emails, maybe they haven't. But what are your thoughts? And do you think that cold emails can work to generate sales opportunities for your business? And if you hear them say something like, no, well, I don't, I don't know if code emails work. I don't think code emails could work. I think code emails is spamming. I think code emails is illegal, then I would just end the call right then and there. Because if someone doesn't believe in the vehicle, then it's an uphill battle and the chance of you closing a deal is slim to none because they just don't believe in the process. So make sure you ask them on their thoughts and cold emails. And if they think that it could work for their business to help them achieve their goals, the next thing you want to ask is, let's assume that they believe that Cody must work. The next logical question is to ask them, what, what would success look like for you? Well, obviously, John, you mentioned you believe that cold emails could work for your business. What does success look like? Obviously we do code emails as well. What does success look like? Is it 10 calls a month, 20 calls a month, three clients in the next 90 days? What does that kind of look like? And you want to understand for them what they're looking to achieve if you were to work with them. The next qualifying question is timelines. And this will remove the I need to think about it. Or, or it will also remove the I want to do this in three months, six months, 12 months. Objection. You want to ask them, okay, John, so assuming everything that we share with you today, it makes sense and you see the value, Are you looking to add cold emails into your business for your outreach asap? Do you want to spend a couple of weeks, a couple of months to just kind of think about it and organize your strategy? Or is this something where you're just kind of just looking around, talking with different people and exploring what's out there? And the reason why you want to ask this question is because if you hear them say, well, if it makes sense, I want to do this next month, then you know that no matter what you say, the chance of it closing is very, very low. And it's something that you want to re explore in a month or three months. If they say, we want to do this in three months, or if they say they're just looking around and talking with different people, you want to understand. Again, back to this question. What the success look like for them? How would they choose a vendor? How would they decide which agency to work with? But ideally, what you're looking for when you ask the timeline qualifying question is you want to hear them say, well, Jimmy, if all of this sounds good, I want to add cold emails into my business asap. And the reason why is because I have sales targets that I need to meet, and I can't go three months not hitting those targets and just not generating any more sales opportunities. That's what you want to hear. And also, if you ask this question and they say they want to add this into business asap, at the end of the sales call, if you hear them say, I need to think about it, you could come back and say, wait a minute, John, earlier in our conversation, you mentioned that you want to do this asap. Has that changed? Was there a different priority? You want to ask these type of questions because it's a qualifying question and allows you to get in front of the objections, assuming they pass the qualifying test, assuming you feel like you can help them because they have a problem and they're somewhat qualified. The next step is to ask for permission to pitch and this is one of the biggest things that I just didn't know when I was first taking my own sales calls was I would just get into the pitch. The second I talked to them. I'd be like, okay, awesome, I think I can help you. Here's why. Blah, blah, blah, blah, blah. And I will get into my pitch. But you never ever want to do that before you pitch. You want to get their micro commitment and understand that they actually want you to sell to them. So I always ask something like this. So, John, I'm very confident I can help you achieve your goals of signing three to five clients in the next 90 days. I'd love to walk you through our process step by step and give you a better idea as to what that could look like. Is that something that you want to chat about today and you're asking for that micro commitment? More likely than not, if they're at the step, they're going to say yes. But it's just very important that you're getting those micro commitments so that you're not just front loading them with information. You're not just pitching people who aren't that interested in hearing your pitch. And obviously it's, it's your pitch. So this is the typical sales process that I run through on all of my sales calls. It's pretty straightforward. And if you watch this video of the live sales call, you will see how I'm able to go through each of these phases now, jumping into some of the key lessons. And I guess this is kind of where the gem of this video is because these are lessons that I personally learned that I've never seen anyone else talk about them. Like people might talk about things here and there, but for the most part, all of these lessons were on my own. Right? After just taking a thousand sales calls, I just learned a lot of stuff. And that has allowed me to close deals at a relatively high closing rate now. So I think the first thing that you have to understand is if you're struggling with sales, what you need to focus on is getting more sales calls on your calendar, right? And this sounds pretty obvious, but it's the truth. And here's the reason why. Because if you're suck at sales, you might not close a deal after taking 10 calls, but if you get 100 calls on your calendar, you will close a deal, right? The odds just work in your favor. The math, maths basically right. It just works in your favor. And on top of that, on top of the fact that if you're generating 100 sales calls you will close. One deal is more about the mindset behind it. Because if you're struggling for sales calls and you only have one sales call a month, which is really, really low, you get kind of desperate. And on these sales calls it becomes very clear that you're just really desperate and you end up hard pitching people or saying some really desperate things. But if you have a lot of sales calls, you have more of an abundance mindset. Meaning on the sales calls, if you come to the conclusion that you just can't really help someone help the prospect, you're open to just moving on. It comes back down to the qualifying questions, right? Because I have so many sales calls on my calendar and if I ask these qualifying questions in blue and I come to the conclusion that they don't want to move forward with this or they don't believe Cody must work, I'm happy to just drop the call. I'm happy to just say, hey, John, I don't think what we do is a good fit for. For now. Thanks for your time. Right. I'm very happy to say that because I also understand that if one person doesn't buy from me, I have four other sales calls lined up on my calendar on the very same day. And it's just super, super powerful to have the abundance mindset. And you're also less emotional about it. So obviously more sales calls will equals to more closes. Pretty basic math I think if you're struggling with low show up rates. So let's say you are booking 10 sales calls on the calendar and you're getting 30 to 40% show rates, which by the way is terrible. You should be always aiming for at least 70 to 80% short rates. Meaning if you book 10 calls in your calendar, seven to eight people will show up. Now, obviously people flopping on your sales call, it's just a part of business. That's just what happens. But if you have a large amount of no shows, there's really three reasons why. The first reason is because the prospect feels like you're going to waste their time. People are busy. And if I know that talking with someone is going to just waste 30 minutes, 45 minutes of my time, that obviously I'm just going to no show. So people will feel like there will no show because they feel like they're wasting their time, maybe people will feel like they, they just forgot. Right? There's a chance that if I'm setting up a call a week from now on a Thursday, my, my days are very busy, my weeks are very busy. And if I don't see the calendar invite or I just forget about it, which actually happens, then obviously they're not going to show up as well. Or the third reason why people will no show is they feel sales pressure. They feel like the second they jump onto the call, you're just going to aggressively pitch them, aggressively sell them. And the other thing is people don't like being sold to. They know they're being sold to, but they don't necessarily like that feeling. It's kind of like why car salespeople are always looked at a slimy as greasy salespeople because they operate with very high sales pressure, kind of coercing you hard, persuading you into buying the car. And people don't like that feeling. So if to solve these issues I have kind of like solutions that I personally found inside my business. And if to prevent people from feeling like you're wasting their time, what you need to do is get your VSL in front of them so that they understand exactly what the next steps are. They understand what the top what you what you'll be talking with them about on the sales call so that they know it's not a waste of time. Lay your agenda to prevent people from forgetting that they booked a sales call with you. Set up call reminders. It's very easy to do this using calendly or whatever calendar software you're using. Set up email reminders. You could try setting up text reminders as well. There's a bunch of different reminders you can set up or you could just email them right before the call. If you know that you have a sales call on Monday, maybe on Sunday evening, send them a quick email just to introduce yourself and remind them that you have a call with them on Monday. To reduce sales pressure. What you want to do is it comes back to the VSL right inside your vsl. Just establish clear next steps. Make a video that talks about what you'll be talking about on the call and what the typical client journey is. If someone was to move forward and to to work with you as your client, you can make a video being like, so if you're watching this video, thanks for watching this. It means you have a conversation set up with me on this call. We will be talking about boom, boom, boom, boom, boom. You want to just lay out the agenda. So that's how you solve low show up rates. Now moving on to just some general things that I have learned from taking thousands of sales calls and why a lot of people struggle is the first thing you have to understand is you have to ask yourself, do you seem like a professional on these sales costs? It's kind of like a job interview where you obviously wouldn't take a job interview wearing a hoodie with a messy bed in the background because it just comes off as super unprofessional. And the sales cost is very similar to that idea. Right. You don't want to make it look like you're an amateur, a rookie, someone who's just filming it, filming your sales conversation out of your mom's basement. You just don't want to have that idea. Because obviously I wouldn't want to pay someone to $2,000 if I feel like they just don't know what to talk about and they're just not a professional, they're not an expert. So a really large aspect of sales is confidence. And this is one of the largest things that people struggle with. This is what I personally struggle with when I first took sales because was. I was just really unconfident. I didn't know what I was going to say next. I didn't know how to navigate that sales conversation. I just sounded very uncertain as to how the overall process works. An example I like to use to some of my clients is like this. Let's say you're struggling with just really bad shoulder pain. And you go to the doctor. This is a doctor that went to med school. They went through the entire process of getting their medical license. They passed the exams, all of that stuff. The professionals. You tell the doctor, hey, doc, I have shoulder pain. What should I do? And if the doctor says something like, well, Jimmy, I think to solve your problem, your. Your shoulder problem, I think you should take this. Take this antibiotic. You should take this. This medicine. It doesn't sound confident. And if you hear a doctor say that, your automatic first thought in your head is, it's kind of like a red flag. And you would probably go to another doctor to seek out alternative medical advice. But this is a doctor who knows what to talk about. This is an expert. But because they sound very unconfident in what they're providing, they in the solution, which in this case is the medicine, it gets you to have second thoughts inside your own mind. And that's the exact same thing on these sales calls. If you come off as very unconfident, you're going to create objections. You're going to get people to have second thoughts and doubts about what you sell and how you can help them. Which leads me to my next point. One of the Largest reasons why people sound very unconfident under sales conversations is because they're just unfamiliar with with the sales script, they don't know what to say next. They're asking these questions, the prospects are replying, and then in their mind they're like, oh crap, what do I say next? And as a result, if you have that, it leads you to sounding very unconfident because you just don't know what to say next and how to carry on the conversation. So what you need to do is lay out a sales script. Everyone has a different way of doing this. You could do a word for word sales script. I personally just have a few bullet points of general questions that I want to ask about their business and I go from there. But what you need to do is practice your sales script. Meaning the very first time you run through that sales script. If the very first time you do it is on a sales conversation, then obviously you're not going to know what to say next. But if you practiced it 100 times in front of the mirror, in front of a fake zoom presentation, just fire up zoom and watch yourself do it. You're going to understand what to say next. And what's the next part of the sales process is pretty straightforward. Make sure you're practicing your sales script. The next point is more. So what I said earlier about the job interviews, your background matters. And no one ever says says this, but if it looks like you're filming it out of your parents house's basement, then obviously it's not going to work. You're trying to charge thousands of dollars for your service. And if it looks like you're an amateur, your background is a really large reason why. Now if you're watching this video and you just can't move right, let's say you're filming it out of your bedroom and it just looks very childish. There's a solution. Use a virtual background or blur your background. There's a lot of things you can do, but if I jump onto a sales call and I see posters in the background of movies or something like that in a very unprofessional way, that's the first thing I'm going to notice. And first impressions matter. So blur your background or use a virtual background. Do what you have to do so that people don't see your background. And if you have a professional background, then use it. The next thing is frame. And I'm going to go into this in a bit later in this video, but make sure you're maintaining frame and the Way I like to explain, this is kind of like you're in the driver's seat of a car. You're the driver's seat, you're the driver of this conversation. You need to lead with the question. So if you jump onto these sales calls and the prospect is the person asking you all the questions and directing the navigation of the sales conversation, then it's kind of a lose lose scenario because again, it'll be an uphill battle for you to close the deal for because you just don't seem like the expert. If you were to go to the doctor's office, he's going to start by asking you, so tell me about your problem, right? Tell me about your pain, about what you're kind of feeling right now. They're leading that conversation and you need to do the exact same thing on your sales conversations. You're the captain, you're the driver of these conversations and you just need to navigate that conversation and lead the conversation forward. The final thing with this is make sure you're doing your research. This is just kind of like a low hanging fruit. If you're jumping onto these sales calls, you're talking with John Smith and you know absolutely nothing about him. You don't even know what his company sells, then you're starting from a very bad position. It doesn't take a long time to research. You don't have to spend an hour researching this guy, researching his company. But you could do this like five minutes before the actual sales call. Just search up his website. It will give you a decent idea as to what he sells, who he helps, what his offer is. Maybe search him up on LinkedIn, see his personal experience, see what his background is. That will give you more context, that will allow you to use it throughout your sales conversation. And then when you're actually talking with John, you can say stuff like, hey, John, so I looked at your website before this call. I know that you sell recruitment services to tech companies. Can you tell me a little bit more about that? It makes it look like you actually did research. It doesn't even look like because you actually did do research. So spend five minutes before the sales call to actually do your research and it'll go a really long way. The next thing is make sure you're just having a conversation. Now obviously a lot of people online, they tell you to use a sales script. I have a sales script. Even in this point where I say, practice your sales script. So it might seem a little bit hypocritical, but at the end of the day. These conversations, these sales calls, they're just regular conversations. And what I mean by that is just try to be natural. Think about if you are going on a date in your head. You might have some certain topics to talk about, you might have a couple of questions, but at the end of the day it's just a normal conversation between two people. And that's exactly what you want to do on your sales calls as well. Remember, it's a conversation. It's a conversation where you're moving the topic along and you're trying to learn very specific things, but it's still a conversation. So don't make it sound like a robot. Don't ask a question, they say a reply and, and you just acknowledge it and you move on. Make sure you're replying back and just having a free flowing conversation and that will help you a lot. So again, right, have a structure but don't stick to the script. Understand what you want to know, understand what you want to ask and ask those questions throughout the conversation to follow that structure. But don't just go, stick to the script because on the sales calls it could go in a lot of different directions. And if someone is talking about how they tried coding most in the past and, and then after they tell you that they tried cold emails in the past, your next thing is to ask them about, you know, how many clients have you have you worked with so far? It doesn't really relate. If someone is telling you that they tried cold emails in the past, the next logical line of questioning is to ask them about the results. Ask them about, so you tried coding those in the past. What happened? Why didn't it work? Why do you think it didn't work? What were some of those key factors? And that's a natural conversation rather than jumping across these different, different topics. And most importantly, remember, this is not an interview. It's not an interview where you're just asking questions. They're giving you an answer. You ask them another question, they give you another answer, you ask them another question. You don't want to just be bombarding your prospect with question after question after question after question. And this leads me back into the point of just having a conversation because on a normal conversation you will be asking questions, but you're not going to be asking question after question after question. You're going to ask a question, they're going to give you a reply and you're going to build off of what they said to have a free flowing conversation. So that's what you want to Do. A really key lesson that I learned is more of a mindset shift, if anything, and that is if people have booked a call with you, if they're having a zoom conversation with you, they are there for a reason. Remember, people are busy. No one wants to just waste their time. They could be sleeping, they could be out for a walk, they could be out with their friends, their family, their kids, whatever the case is. So if they're jumping onto these sales calls with you, it's because they have a reason why and depending on what you said to them, to get them on the sales call. So if you're sending cold emails or you're running ads, whatever the case is, it's very likely they booked a call with you and they're on that zoom conversation with you to talk about what you talked about in your cold email or in your ad. But remember, they are there for a reason. They're not there to just kick around and just waste their own time. Which leads me to the next point, which is you need to understand the problem. So in order to sell effectively again, right? The only reason why people buy is because they have a problem with what they're doing right now, and they believe that you have the solution that is worth paying for. And it's very hard to sell your services, sell a solution if you don't understand the problem. It's kind of like a doctor. Back to the example. If you walk into the room of the doctor's office and the first thing out of the mouth is, here's a pill to help you with whatever it is that you're struggling with. Again, that's just major red flags. And no doctor will have that conversation like that. The first thing they always want to understand is, okay, you have this doctor appointment. What are we talking about today? Right? Do you have back pain, shoulder pain, your leg hurts? What's the. What's the issue that you have? And based on what they say, so let's say you have shoulder pain. That is the problem. And then after they determine that you have a problem, which is shoulder pain, they will prescribe you the medicine, which is the solution. And that's the exact same thing you want to remember on your sales call. Never, ever pitch until you understand they have a problem. And sometimes you will have sales calls where you jump on and you just come to the conclusion that they don't have a problem. You ask them if they have a problem, and they say, no, I don't have a problem. Everything is working buttery smooth. Everything is working well. Everything's working efficiently, we just don't have a problem. And obviously if they don't have a problem, you won't be able to help them because your services solves a very specific problem for them. And if they don't have that problem, there is nothing that your service could do for them. So make sure you understand what the problem is. And again, right, make sure when you're pitching you understand their business. Because that way you're more personalized. If you know that they are a recruitment agency that hires software engineers for tech companies, make your pitch somewhat personalized to recruitment agencies. You can say, okay, awesome. John. Well, we help recruitment agencies to get software engineers in tech companies. Right? Now obviously the way you want to phrase that might be a little bit different, but the point is make sure that your pitch is somewhat relevant for them. Make it personalized. The next lesson is make sure to qualify. So I kind of explained this already, but never ever sell to someone who doesn't believe the process works. It's kind of like if you're trying to sell a car, a BMW car, and you come to the conclusion that the person you're talking to just hates BMWs. They don't like how the logo works, you know how it looks, they just hate BMWs. No matter what you say, no matter what you show, no matter what you tell them, the chance of them buying a BMW is slim to none if they hate BMWs. And that's the exact same thing with cold emails. If you're selling cold emails as a service, if people don't believe cold emails as a channel works, just move on because you won't be able to sell them. Never ever sell to non decision makers. And this was one of the largest mistakes I made was I would jump onto these sales calls, I would go through my 30, 40 minute pitch and at the end they'll say, well, I'm a marketing manager and I need to run this through my manager, I need to run this through my boss. And obviously I never heard back. Every single guy who said that to me, I just never heard back. So as part of your qualifying questions, one of the questions you want to ask is, okay, John, so you run a recruitment agency. Out of curiosity, do you manage and overlook sales and marketing or do you have someone else who does that? Do you have a business partner? Do you have someone else on your team who just manages this on a day to day basis? And that's the exact qualifying question I asked. And if they reply back and they say, oh yeah, I have a business partner who manages this? I have a chief sales officer. Then I'm going to ask them. Sure. So why don't we do this? I'm going to, for the remainder of this conversation, I'm going to learn a little bit more about your business and why don't we set up a second call later this week with your chief sales officer where we could run through this process step by step. And the reason why is because if you're able to say that and qualify them and know right away that you're not talking to the decision maker, you going through a 20 minute pitch, no matter how good it is, they're just not going to close anyways because they're just not decision makers. So never ever sell to people who are not decision makers. The next one is never sell to anyone who isn't looking to move forward asap. Now, there is a little bit of nuance with this because you obviously want to build up your sales pipeline and if someone is serious about moving forward with you in, let's say two months, you still want to stay in contact because there's a chance that they will become a client for your business in two months. So there is a little bit of nuance here, but the main idea is if you hear someone say, oh yeah, I'm just looking around, I want to do this in three months or in half a year, then you going through your pitch is not going to convince them to move forward in the next few days, in the next few weeks. That's just not how it works. So make sure you're qualifying people on timelines and you come to the conclusion that they just, they don't have any urgency, then it's probably not worth the time to continue on with your sales pitch. And the final thing is make sure you're getting in front of objections. So what you notice with a lot of these quality qualifying questions is it disarms a lot of sales objections. And the reason why is because if someone say that they don't believe that coding must work, the objection you hear is I don't believe this works. If you're selling to non decision makers, the objection you hear is I need to talk to this person, I need to talk to that person. If you're selling to someone who doesn't have urgency, then you hear them say, I need to think about it, I want to take this back, think about it and do this in two weeks, do this in two months. So by asking these questions, you're getting in front of these objections before you even hear them. And it gives you a massive advantage because at the end of the day, it's like if you hear someone say as objection, I need to think about it. You're going through your pitch and they say, I need to think about it. Understand that anything you say after that, you are persuading them you're coming from a lower frame where you're actively convincing them why they don't need to think about it. And obviously that's kind of a losing battle as well. That's not to say you should just hear objection and move on. But if you get an objection before you address it, you're coming from a much lower frame as opposed to tackling it before they even say it. So it's very important you ask these qualifying questions so that you're able to get ahead of the objections. Now the next mistake is over pitching. And what I mean by over pitching is, is when you're going through your pitch, you're explaining how everything works step by step. One of the biggest mistakes I made was going into way too much detail to someone who just doesn't care. Because not everyone processes information the same way. Some people care more about the details, some people just don't care at all. Some people only want to know how it works at a high level and that you could get them results. And if you go into a ton of detail and just explain how everything works step by step and spend 30 minutes explaining your process to someone who just doesn't care, what will happen is you will lose their attention, you will bore them to death, and they're not going to close because you just lost their attention after the first two minutes of you just running through your process and they just don't care. So make sure you're not over pitching. One of the biggest things I started doing inside my own sales process is I stopped using slide decks. So whenever I first get into the pitch, I run over how everything works at a super high level. I spend three to four minutes just explaining how everything works, and then I stop and ask them. So, John, I know I just ran through how everything works at a high level. I know I didn't go into that much detail. What questions do you have about the process, about how everything works specifically and best believe that if someone actually do care about the details, they're going to ask you. They're going to be like, can you tell me a little bit more about how you get lease list? Can you tell me a little bit more about how you set up the email accounts? How many emails are you sending if people care about the details, they will ask you for those details. But if you just lead the conversation forward, talking about how many emails you're sending, about how awesome your services, all the individual features, if they don't care, you saying it is not going to get them to care. So make sure you're not going into that much too much detail with your service to someone who just doesn't care. So again, right, getting too granular with the details of this is one of the, again, one of the largest mistakes I made was I would over pitch and as a result people start focusing on the minute details. So for example, how many leads am I getting? Am I getting you? Seven meetings, eight meetings, nine meetings? But you don't understand that business owners, they don't care that much about the specific number of meetings you're getting. They couldn't care less if you're getting them seven calls, eight calls, nine calls. What they're working with you for is so they can make more money. That's the outcome that they're buying by working with you. And that's the outcome you need to focus on, on your sales conversation. So if you over pitch, you're going to get people to focus too much on, oh, you're sending 1200 emails, I don't want you to send 1200 emails, I want you to send 1300 emails. But in the grand scheme of things, you sending 1200 emails, 13 emails a day is not a difference maker. But if you talk about those details, it will become difference makers in the mind of your prospect. Right? So try to not go too much on the granular details because a lot of the time it really doesn't matter. And if you talk about those things, that's what you're going to get your prospects to focus on and it's going to get them distracted from understanding that the ultimate outcome is you helping them make more money. Are you helping them save time? Are you helping them cut costs? Right. The final thing is just be aware of tire tire kickers. This is one of the biggest things that I experience is I would go through my sales process and, and people will jump on and they'll ask me these hyper specific questions. How does your email delivery work? How many emails are you sending? What software using? How do you scrape your list and understand that most people who you end up selling to, if they actually want to move forward, they don't care what database that you're pulling your leads list for, they don't care about what you're using to send emails. They don't really care. They're paying you so that you can care. They're paying you so they don't have to care. And some people, they will use these sales calls as an opportunity to kind of like as a free consulting call. And it's very easy to determine after you just take a lot of sales calls. Is a lot of the times is if people are asking just really specific questions in just a lot of detail, the chance of them closing is kind of low. And the only reason they're asking you those type of questions is because they have no intention of paying you. They have no intention in working with you. And they're asking you these questions because they want to then go and do it themselves. So just be aware of tire kickers because it's just going to drain your time and it's going to drain your energy. Moving on to the next key lesson, and that is charging too low. So I think the biggest issue with the online space with YouTube channels, and I kind of do this as well, is you watch a YouTube video and you see a guy say he charged $5,000 for service, and then you immediately think you are able to charge $5,000. Or you hear someone charge 500 bucks, and you automatically charge 500 bucks as well. And even though it is good because it shows you what's possible, I think the downside to this is it puts you in a state of comparison. And right before I film this video, I was actually doing a consulting call with one of my clients, and this is exactly what I told him as well. You get into the habit of comparing yourself. You see someone, you close a deal for $2,000, and 30 minutes later you find out someone closed the deal for 3,000. And in your mind, you're now mentally kicking yourself because you're like, shit, I could have charged $1,000 more for the exact same service. And it makes you feel not that good. But that's one of the largest issues with kind of just the online space. Because you have to understand that pricing is a perception of value. Someone who could sell a cold email service for $500, they could easily sell it for $2,000 to the same people. And the reason why someone's able to charge $2,000 versus $500 is the perceived value of what they're doing is just much higher. And that leads me to all the other points. I talk about how professional you are, how confident you are if you have case studies. Obviously, if you have case studies, it's a lot easier to charge a higher number. But More importantly is the desired outcome. If people understand that by working with you, by paying you $2,000, you, they're going to make $20,000, obviously they're going to be happy to pay you $2,000. Right, because pricing is a perception of value. One of the biggest lessons that I learned is as you're going through your sales conversations, at the end of it, especially if you're going for one call closes, anything other than a yes is a no. So if you go through your sales conversation and you hear people say, well, Jimmy, this sounds amazing. I love this process. Can you send me a proposal that's a no. If you hear people say, I need to run it by the board, that's a no. And the reason why is because on the sales conversation, you should be running through your process. If they're unclear as to how everything works, if they have a question about the process, you need to address it right then and there. And you sending a proposal is not going to address those issues. When I first started taking sales calls, I would hear, send me a proposal, and I would spend 20 minutes after that sales call crafting a very nice proposal, and I'll send it to them. And guess what? I don't think I have ever closed a single person who said, send me a proposal. So now the way I go about it with my sales calls is at the end of that conversation, anything other than a yes, let's move forward. Yes, what are the next steps? I just take it as a note and I move on with my day and I go on to my other three sales calls. And that leads me back to the point of making sure that you have a large amount of call volume. So these are kind of the key lessons. I also wanted just to include a little section about understanding why, like, reasons why people won't buy from you. If you're going through your pitch, you're selling your services, how come people won't buy? And the largest reason is uncertainty. And when it comes to uncertainty, there's two types of uncertainty. The first one is people are uncertain about the process. So they're uncertain that cold emails as a vehicle, cold emails as a channel will work for their business. The second type of uncertainty is uncertainty in you. And both of these forms two types of uncertainties. There's different ways to address it. If they're uncertain about the process, it means they just don't understand how everything works or they don't believe code emails work. But obviously, since you're qualifying them, they you will be only talking with people who believe that code emails work for their business that will help them get to their desired result. But if they're still uncertain about the process, what that means is they just don't know what you do step by step. It means that you fumbled your pitch basically, and you never hit on the key points that they're looking for when you are pitching them your services. So what you need to do is you need to understand what the gaps of their knowledge is and address those concerns. On the sales calls, you might want to walk them through your client journey. So you say something like, sure, John. So typically when we sign a client, the very first step is the onboarding process. After the onboarding process, that's where we understand your business. We then go and set up these email accounts, blah, blah, blah, blah, blah. You want to walk them through your client journey so they have a very clear picture of if they were to pay you money and if they were to get started and work with you, what would be the next steps, clearly. So that's your client journey. And the best thing you could do is address these in your VSLs. So on your video sales letters, make sure you're addressing these. So if a lot of people on your sales calls are saying they don't understand your process, take that as a hint to go and redo your VSL and make your process a little bit more clear. So that's how you would address uncertainty in the process. To address uncertainty in you. This is a whole other thing. It means that you probably didn't inspire confidence in working with you. They believe in the process, but they don't believe that you're the right person to run this process for them. So what that probably meant is maybe you weren't asking the smartest questions, maybe you didn't come off as professional, maybe you sounded very unconfident. And all three of these things will lead to uncertainty in you as the service provider. Right. They're going to be asking themselves, are you the right person to run the system for them? Right. And a really large aspect from what I found is confidence. They're just not confident in you. And this is why having confidence on a sales call, it's just super important. Because at the end of the day, yes, you're selling cold emails, but what you're also selling is confidence that they'll get to the desired outcome. And if you're not able to share that confidence because you just sound super uncertain or super unconfident, it's obviously not going to work. Another way to really address Uncertainty in you is your vsl, because maybe they just don't believe you know what you're talking about. They don't believe you're the expert. You have zero credibility. And if you have a lot of content talking about cold emails, if you're selling cold emails as a service, it automatically makes you seem more like an expert. So make sure you're addressing that in your VSLs. Make sure you're addressing that in the type of content that you're posting online about your business. And finally, the final thing I wanted to share with you in today's video is sales objections. Because you could go through all of this process. You keep everything I shared with you today in mind, but you still will get sales objections. And I want to show you exactly how you want to address it. So at the end of the day, there's really only a couple objections that you will hear. And if you qualify them correctly, realistically, there's only a couple few. So, for example, if you hear price objection, that's probably one of the larger objections you will hear. If you run through this process correctly and disqualify people who don't have urgency or disqualify people who aren't decision makers, you might go through your pitch. You're going to tell them, well, John, our services is $2,500. And they're going to say, well, this sounds a little bit expensive, or that's just way too high of a price. That's a pricing objection. And what you want to do when you hear pricing objections is. Is the only way to disarm it is by using logic. You're not able to overcome that objection with emotions and just sounding confident. Because that's more of a logical numbers thing. The numbers just don't work. What you want to do is use logic to disarm them. Show them a clear ROI on Zoom. You can open up a whiteboard, just lay out, Just be like, sure, John. So our services cost $2,500. Out of curiosity, if you were to sign one client, what's your lifetime value? Oh, you make $25,000 for one client. Okay. How many sales costs do you think you need in order to sign one client? Oh, you think you need five sales costs. Okay, awesome. So if we were able to get you five sales calls, you're going to close one client. What that means is you're going to make $25,000. So if you were to pay us $2,500 for us to generate you five sales calls, that means you're making $25,000. You're investing $2,500 to, to make $25,000. That's a large ROI. That's over a 10x ROI. And if you present it like that, you're using logic, you're using the numbers to explain to them how you can help them. And if you're able to do that effectively, it's going to overcome the pricing objection. The next objection you get is, I need to think about it now again, if you qualify correctly, the chance of you hearing this is very low, but you still might hear it. What that probably meant was if you still heard it after you qualified is just didn't create a large enough gap in terms of the problem and your solution. It means you didn't go deep enough understanding the problem and how it's impacting the business. Because at the end of the day, if I have a massive problem, if my car, let's say I was trying to go to work and I have a car and it broke down, I'm bringing it to the mechanic, I don't need to think about it. If I should use the mechanic to fix my car, because I have a very clear problem and I know that the mechanic can help me solve this problem, which is my car broke down. And that's the exact same thing. It means you didn't understand the problem correctly or deep enough. You didn't diagnose it in a well enough manner. So it means you didn't create a large gap between the problems of where they are right now and where they want to be by working with you. The next objection is I need to talk with my partner. You should not hear this at all if you qualify them on partners. So you should not hear this. And if you hear this, it means you just fumbled your sales pitch. It means you didn't qualify them correctly. So it should not be happening if you qualify correctly. And finally, if you hear people say, I want to do this in two months, again, it means you just didn't do this process correctly and you just never qualified well. So that's basically it. That's basically this video. These are some of my key lessons and my key learnings that after taking over 1000 plus sales costs, I hope you found this video valuable. If you did, make sure you drop me that like button. Make sure you subscribe. If you just see me for the first time and if you made it to the end of this video and you're running a lead generation agency, then I could help you, right? Because obviously I post a lot of videos on my YouTube channel. And the reason why is because I want to help as many people as I can. Right. I'm just sharing as much information as I can. But I also have a one on one consulting program where I work with people to build, start and get their lead generation agencies to $10,000 a month in the next 90 days. I work with people completely one on one. Kind of like a mentorship if that makes sense. Right. Where everything I share even in today's video, these are all things that I talk about on the one on one consulting costs that I do with my clients and people are getting great results. But if that's something that you're interested in learning more more about I included a link to my calendar in the link below. Set up a time and we'll chat to see how I can help you and if I can help you and we'll go from there. But hope you're having an amazing day. Hope you found this video valuable and I'll see you in the next video. See ya. Bye Bye.