10 Levels Of Sales Coach - I don’t hold back!

There are 10 types of sales coaches and only one of them is worth actually paying. And in this video, I'm gonna take you through all the different types of sales coaches, where they come from, what their background is, why they're good or why they're bad, how you can learn to spot the real ones from the fake ones and actually be able to pick a sales coach that's not a complete and total fucking grifter. I know this subject pretty intimately because unfortunately I am responsible for a lot of these sales coaches being sales coaches. Now, I'm not gonna go over names because there's no need for that. But in my time, I have produced an awful lot of underqualified sales coaches by accident back when I was running a really Large sales training company called 7th Level. We were like basically just minting these guys out, which was hilarious. I watched it happen. I even like signed some of the checks and even fired some of them for stealing leads to sell into their own coaching because maybe they're half decent at sales, but they certainly don't know how to market. This isn't like a roast of any individuals in particular, but mainly what I'm gonna give you is like one question to ask for each type. I'm gonna break them down into categories and I'm gonna give you some ways of spotting these people before you say goodbye to your money. Those of you don't know me, my name is Matt. I own a business called Dialer.io, which is a very fast-growing SaaS company that has businesses like Andy Elliott, Grant Cardone, Cole Gordon on the platform doing dials. And then I have my own school community called Fuck the Gurus. Information down below. $69 per month for tons of good stuff. All right, let's get into number 1. This is the parrot. One of my favorite Aussie sayings is neck up, you fucking parrot. This one is more useless than dangerous. I would say the parrot's never actually had an original thought about selling in their entire life. What he is is a talent of repackaging, right? I think we all know these guys, like, they don't actually have any underpinning or understanding of what they're actually saying, but they're really good at saying it, right? He watches 12 different accounts say the same thing and then he's like, you know what, let me say that exact same thing but with my face. You know, the content is a mile wide, an inch deep, doesn't really give you much, and it's sort of full of platitudes and bullshit. The way that you can tell this one is just ask them, like, for explanations, like, why is that? Or like, what does that mean? Just ask them any level of follow-up or depth for like some of the underlying principles and they'll have no idea. And then you'll be able to avoid giving them your money and you can just keep it because that's a better thing to do. The number 2 is yesterday's man. I've got sympathy for this one. I think they call it a has-been. They're not a fraud whatsoever. They were— they did it, they used to do it, and they can even be genuinely excellent at what they did, but that was like in 2009. Build something real, the market no longer exists, and never once updated the model. You usually get told like these kind of old-school platitudes around like smile and dial, and, you know, like stay silent because the first one that talks loses. Just kind of stuff like that. With this one, some of the advice is incorrect, it just might have expired. It's sort of like, say, Jordan Belfort. And I think Jordan Belfort's like a fucking wizard, but like, I don't think that dude sold anything in a very long time. It's not that he doesn't have wisdom, it's just that some of it has expired. The way that you question these people Is that you ask them like, when was the last time you did X? Because like, if you haven't sold for a long time, like I still— I'm on sales calls every week, right? And I have a couple different ways of selling. Like, if I'm selling B2B, I sell it slightly differently than B2C. If I'm selling fucking retards, I sell it differently than I'm selling smart people. It's because I'm on calls, like I'm having to adapt and I'm in different industries and stuff like that. You can usually tell when someone's been saying the same shit over and over again for a long time with zero adjustment. Not that they should make any like giant pivots because like humans are humans, but like there are some strategies that worked a while ago that aren't necessarily gonna be sort of beneficial today. Number 3 is the never was. This is when we start getting into fake guru kind of territory. This is the guy who literally sucked at sales and now coaches it. Roleplay warriors, whatever you want to call these, these guys just failed as reps. Like, they just weren't that good. It is what it is. I know some of them, I watch them coach. Like, I've had so many sales reps, like well over 1,000, be employed by me at this stage, and people can get better. Like, that's not wrong. And I don't even think you need to be an amazing salesperson to be a good coach. Because like coaching is a specific skill set, and if you're like— some guys are like, I coach guys to get from $0 to $10K a month, like intro beginner stuff. That's great if you're upfront about it, and some of them are, which is fantastic. But like these are the guys that are like, I'm a fucking killer, and it's just, you weren't. Like, you just weren't. The reason why these ones I think are dangerous is because they're just good communicators. They're articulate and warm, they have a good vocabulary, they sound like a sales coach and like they're actually good reps because they spent 4 years working Working, you know, on sounding like they're good at sales but never actually being good. And they have a series of like very closed skills, but they can't put the whole thing together. But they're, they're never going to be in a position. And sales coaching is like a particularly easy thing to sell once you figure out how to sell it. So like, it's not really transferable. So if all you ever sold was sales coaching, it's kind of, that's kind of a trouble. What you want to ask this question is like, what were your numbers and at what company? And like, how long were you there for? Who was your sales manager? You want to verify some of this stuff. You're going to realize that Sort of the never was is just kind of full of shit. Moving on to what I think is an even more detrimental coach is the one-hit wonder. Okay, this is the guy that did it once on one offer. I ran an offer once called Yield Farming, right? And there were a number of people that made a lot of money, like $100,000 a month, yada yada. But like the way that offer was run was that my mother could have made like $40K a month easy. I think my 10-year-old son would have been like $25K. Like No dramas, $25K. Like the level of disqualification that was happening because it was a unicorn offer that just moonshot. We went from $0 to $3 million a month in 6 months. Like I ran the team. It was crazy. And everyone was being DQ'd. If you didn't have $35 grand liquid, you were not allowed on a call. This is how heavy the DQ was. And then guys are boasting they made $100,000 a month at like 60% close rates. People were being DQ'd by the funnel, then being booked their own calls, then called by setters, then DQ'd by the setter. Right? If they didn't have the liquid and weren't ready to invest. This is not sales, this is order taking. This is just being a straight up checkout chick, okay? Anyway, that's just one example. But the One Hit Wonder Coach, they did pretty good on one offer, but like the problem is, like I just said, it can be like a moonshot offer and it's like you don't need to be proud of that, dude. Like, fantastic, made the money, I'm all about that because it was a cool program. However, like that, a good sales rep does not make you after doing once, right? You have to do it consistently, multiple industries. That's how you be good. Because like what you learn in that offer is going to be bad practice for 99% of other offers. Because like if you want to replicate the success that you had, you have to then replicate the circumstances of that success. And those circumstances are basically unreplicable because it's a fucking unicorn moonshot, right? So you just ride the train. And when I was running that offer, I told all the reps, this is a unicorn, it's a shooting star, this will not last. Enjoy it, take the money, do well. It's a cool program. It wasn't a scam, wasn't a grift. It was all real. Enjoy it. But this will not last. And it didn't. The business was around for like 18 months, then it was over, right? The kind of questions you want to ask these people are like, what was your sales cycle like? How long did you maintain that for? Like, what was the sales process? Like, how did people get on these calls? Because when people tell you they have insanely high close rates and stuff like that, you want to be quite dubious of that. And if they're just like, oh yeah, people are being DQ'd, DQ'd, DQ'd, obviously they can lie to you, but you know. All right, number 5 is the third world baller. This is the guy on your feed in an infinity pool with the villa, the driver, the balcony shot at golden hour, and the caption of how he built everything as high as successful remote blah-de-blah-de-blah, but you have to live in a shithole. You have to live in a second or third world country to be able to afford that, and there's fucking like favelas 2 minutes down the road. I don't care, I'm not impressed. This is sort of like renting a private jet to take a photo shoot. It's just fucking gay. Like, what are we doing here? The question you can ask these people, like, what's your monthly overhead and in what currency? Right? Like, I have a beautiful house. I think I spent $4. 7 million, and I've put a million into it. Alright, so there you go. The next one, one of my favorites, is the Miami. Now the Miami is an interesting breed. Top of their own proverbial food chain. This is rented Rolex. This is like Ric Flair fucking woo like that. Just a Versace shirt all the way buttoned down. Did you know that you can rent watches? Aiden will put on the screen. You can rent watches for a weekend. So like when you see that douchebag from Miami coming into the event, Wearing an eight, wearing a two hundred thousand dollar AP. I bet you he rented it, right? How much is the lease on your Lambo, buddy? Did you buy it? Cool things are cool, and I think people can have cool things if they want to. I, I make a lot of money, and I don't think I make enough money to have a Lambo, right? And and I'm and I'm pretty pretty. I'm some more successful than them. Not all of them, but most of them. I remember I had a guy. Uh, that like I coached once back when I used to do that, and he was like, I bought a Lambo. And I was like, you're retarded. And he was like, what? And I was like, you don't make enough money. He's like, nah, the payments are only $7,000 a month. And I was like, yeah dude, but like I make 8 times what you do, literally, and I don't make enough money to buy that car. Like, I can buy the car, it won't affect me, but like I'm not leasing a fucking like Lambo. Like, this is retarded. And I'm not— like, they're impossible to resell, it's too much risk, this is stupid. Right? Like, buy a Lambo when you can pay for it cash with the passive income. Do you know what I mean? Like, if you're having to rely on your income, and then you pretend that it's a fucking write-off, which is hilarious. But anyway, so this is just like, uh, you know, you want to ask them, you know, if they own it. That's what you gotta do. Is that yours? You own that? You own it right now, or you own it in like a week? Like, can someone take it away from you? Can a bank take it away? You don't own it, so you're renting it. So this is stupid. Number 7 is the worst one, which is the liar. Just someone who straight out lied. I did $69 billion in sales. And the math that they have to do to come up with the level of bullshit of that number is crazy. It's like they take every offer that they were ever on for a week, and then they multiply all of that by 12, and then they go, that's how much I sold because I was around that. Or then they, they coach 3 people in sales coaching, and then they go, well, I coached that person, so I'm responsible. The arithmetic is not arithmetic-ing, it's arithmetic-acking, and it's attacking my senses because it's fucking retarded. It's remarkable when people like this go to events with a room full of professional salespeople and talk bullshit like this, thinking that no one's going to do basic mathematics, um, in order to call out the level of bullshit. Like, literally, I've seen people do like, I did $300 million in sales, and I've— they've been in sales for like 8 minutes. But let's just say $300 million. Right? And they were in sales like I've been in sales for a long time, right? Most of these guys are like five years top, even five years. That's sixty million dollars a year. Like what were you selling? Well, I was selling twenty five thousand dollar courses. All right, so you sold twenty four hundred a year. You twenty four hundred a year by twelve. That's two hundred a month. My close rate was a hundred and ninety seven percent, so I only had to take a hundred calls to get two hundred sales. It's like. Retard. All right, number 8, the recruiter. This is one of the more predatory ones. You gotta look out for this. Their coaching is fine, but they're not a coaching business, they're a recruiting business. Now, some of these guys are good, don't get me wrong. Some guys are like really upfront, like, we're recruiting, we get paid by businesses to supply good reps, like a beautiful little circle. But a lot of them are like trying to like get on both sides of the deal. They're trying to like charge you to place you and then charge companies to place you. And then the worst one that I saw was, uh, I want to say his name. His name was Bike Maren, and he ran a bullshit scam called LimeWire. Total piece of shit. And, um, uh, it was like, if when you get sales training, we place you in a $5K opportunity guarantee, guaranteed placement, and the training was $5,000. I'm gonna say that again slower. When you buy our training, we place you in an offer that has a $5,000 product. Our training is also $5,000. For the slower ones in the back, yes, that's right. When you buy their training, you then get the right to sell it for a commission. And then when you get people in on that, you get a commission of their commission. And it ends up in an oddly triangular dodecahedron-shaped structure that ended up scamming a whole bunch of, like, third-world 15-year-olds out of their cash. And that is a real fucking problem, and I told him when I met him. Anyway, the real deal. This is number 9. This is like the dude who's good at what they do. You can generally do this because the content is pretty deep. You don't want to get sucked in by people's short-form content. You want to have a look at their long-form content to know that they're good. Most roleplays on YouTube are bullshit, right? Like, which is fine. Like, I always say upfront, like, if it's fake, whatever. I laugh. I did a masterclass a while ago and people were like, he knows that guy. I was like, yeah, mate, it was like literally an educational masterclass where like— but you're just seeing a snippet of it. That's why he's like, oh, the XYZ. Like, yeah, of course it's a roleplay, dickhead. Right, anyway. If all their long-form is like them closing deals, it's not them closing deals. It's just not. The occasional one might be, but it's just not. There's like a lot of like— legal reasons as to why that's just kind of difficult to pull off. Um, but almost always it's like the content guy that's playing it. I can even recognize some of the voices because I've been on Zoom with them, which is quite funny. So I think it's a bit disingenuous. But you want them to go deep into something. You can go onto my YouTube, you can go to my school community, you can see like I have a pretty deep breadth of subjects and I've been doing this for like a long time and I've been a really, really successful rep for a long time and I still sell. You also want someone who talks about losses, like, like, like nothing is perfect, you know what I mean? And there are some difficulties, and you want people— this is the most important thing when you're looking for a real coach— who say, I don't know. If you ask me about cold calling, I go like, not me, champ. Go find somebody else. If you're like, hey, can you teach me? I'll pay $20 grand to teach me how to cold call. Dude, I don't cold call. I don't do cold DMs. I don't do that stuff. Like, it's not my forte. Could I figure it out? Yeah, I probably could. But I'd probably go and get a fucking coach to shortcut it. So like, I say I don't know, and then when you tell me things like I don't— I'm gonna ask for context. When you're on a coaching call with someone, if you say like, Hey, I had this happen in a call, and this is probably the best thing to do. I had this happen in a call, what should I do? If they just give you an answer, they're retarded, right? They just give you an answer without any questions. Like if you say, oh hey, I was— I had this objection, you know, they said they wanted to think about it and I said XYZ, like, and they didn't buy, and the person just goes, oh okay, next time do it this way. Like, you gotta ask more questions than that, man. You gotta get— you gotta set the scene. You gotta kind of understand. Otherwise, like, you're just like, what if they suck? What if the person's really bad at it? What if it's like their decision-making was good, but like so the thought process was correct, but the execution was bad? Like how exactly did you hate it? Like let me let me like listen to like show it to me. Has this happened a lot or has it happened once? I get all the time. I go, hey this person, I said this, they said this. This is my first question every time. Does it happen a lot? Oh not really. Well then don't worry about it. That's good coaching because it's like dude, don't fucking worry about it. Worry about the things that happen a lot. Don't worry about the things that don't happen a lot. I used to be a sniper and I tell people like if I'm shooting and a gust of wind Just a random gust, right, blows the bullet off track. Do I make an adjustment? The answer is no, because I'm not an idiot. It's like, I can't control a gust of wind. I could do everything perfectly and a gust of wind blows it off track. Same with weird people. A percentage of the population is just fucking weird, and they're gonna react to things in weird ways. We don't worry about that. We don't need to have a process for the weird people, because they're not the majority. The majority are gonna answer it in normal fucking ways. Those are the 9 types, and I know I promised you 10, but number 10 is me, and I'm a unique breed. I'm an ex-special forces multimillionaire with a super hot wife and awesome family and a relationship with Jesus. And I think, you know, you should try and do the same, especially the Jesus bit. He's the best, changed my life, and he can change yours too. And I wish you all the best, and I hope that you don't get defrauded, and I hope that you find a sales training that makes you better, because sales is fun. It's a really cool career, and God bless. Have a good day.