How to lead a prospect

Hey guys, what's up? Matt here. And this video is going to be an explanation of an important arc that is essential to getting consistent sales. It's a very technical video, it's quite, quite nuanced. But if you do like the content, make sure you stay all the way to the end, like subscribe, hit the notification bell and yeah, enjoy the video. Hi guys. So what you might struggle to read on the whiteboard behind me is I've essentially got the cascading effect of what I think constitutes an effective sales process. So what we've got is the problem, the what, the why, the consequence, the commitment and the action. So that's kind of like a cascade effect. I'll link below a more in depth video on that sort of sequence. But essentially like there's an important arc that happens in between the what, the why and the consequence. And I want to explain that today in a little bit more detail. What you need to understand is that when you're going through a sale and you are trying to kind of like contextualize difficult questions that you're asking someone so it becomes their best benefit to actually do it, then we have to give them a reason to link the what to the why. Right? So the what is essentially like what is the tangible outcome that happens when they achieve the goal. The why is like the emotional tie down or the emotional anchor that we use to then create importance of the what. Okay. And the consequence is like once we future pace out, what happens when we get the things that we want and we really think in detail about that, then the consequences, we take that away and we explore what life would be like without the option of having those things. Okay. Sales doesn't have to be like just one continuous thing. It doesn't have to be just joints. It doesn't have to be just random questions we can have. We can lump these parts in together. All right? And how we do that is we create a sort of like a story arc where we bring something in at the beginning, we get buy in on that concept, and then from there we use that the whole way through to push the person down the process effectively. I feel it's one of the most important things for a salesperson especially, especially in the coaching and consulting space to be able to understand because especially in that space or whenever you're selling anything with fitness, whenever you sell anything, any sort of service related, where you're helping someone, or even if it's done for you or done with you, whatever it may be, whenever you are helping someone get from where they are to a goal. I think this is a very, very important framework for you to really understand. And the reason why I'm doing this video is because I've been coaching a lot of people recently, both internal to my team external. And this has been a key and fundamental learning for them to take where to get to the next level, from where they are to where they want to go, essentially creating an arc. So one of the easier ones that I'll. That I'll use as an example. And again, you don't have to use my examples. In fact, I recommend. You don't recommend you make your own. But it's understanding the concepts that I'm trying to espouse. If you understand your script effectively enough, you don't have to memorize. All you have to do is understand what you're trying to get out of each question, what you're trying to get out of each phase. Then from there you can understand what answers you're looking for. When you understand what answers you're looking for, you can then understand how to ask that question. Whether it's different words or different tonalities, it doesn't really matter. But then you're going to be able to ask a question in the most specific way possible to get the most desired outcome. So if I'm taking. When I'm trying to get the. What I'm trying to get the tangible outcome, I can bring in an analogy that makes it make sense. Okay. And I use a lot of analogies in selling because I think it's a powerful tool to get someone to become introspective enough to where they can decide to make a change and that they can start to convince themselves. Because I'm just under the impression that we can't convince anyone to do anything. All we can do is hopefully take them down a path where they convince themselves. Right? So the first one would be like, let's just say you come through and you go, okay, so, you know, like, what do you. What are you really looking to get at? It's like, like, what do you kind of want to achieve? And then I can let them answer, then I can roll with this, or I can just kind of steamroll straight through and be like. Because, you know, like people running towards their goals, I guess. Goals is. It's a random analogy, but follow me. It's kind of like an ice cream truck. They're just like, what? So it's a bit of a pattern interrupt. So now they're really listening, right? I'm like, so, you know like, imagine it's summertime, it's like really, really hot outside, and there's this fat kid and he really wants an ice cream, right? He's got speedos on, he's got his slides on. He's really running towards it, right? And he really wants that ice cream. And he's picturing it. He can taste it in his mouth and his mouth's watering. He really wants that. But, like, is he really willing to get uncomfortable? Like, is he willing to run over broken glass? Is he willing to push women and children out the way? You know what I mean? Probably not, because the ice cream, although it's a good payoff, it's not really worth getting really uncomfortable. Whereas on the, on the kind of the flip side of that, like, if. I don't know if you've ever seen somebody run from a burning building, right? But it's a different type of running. Like, nobody gets to the front door of a burning building and stops. And it's like, I've gone far enough. Like, people just keep running. And it's because, like, the consequences of the inaction are so catastrophic that they just have to act, they. They have to do it, otherwise something terrible will happen, right? So I think, like, it's important to remember that people genuinely run away from things with far more veracity than they run towards. That makes sense. But I think it's important to understand what is the ice cream for you? Like, what did you actually get when you get there? You know what I mean? So what happens when you bite it? So tell me, man. Like, you know what happens when you get to X amount, when you lose X amount of money, whatever it is they want. Like, what happens then? Then what we do is we take them on a journey where we really want to understand what they really want. Like, we want the one that tangible tie down. Now all that that analogy has done is it set up a couple of very, I think, important frameworks or very important truths, whatever you want to call them. People run away from things faster than they run towards things. And there's countless examples. And it's very easy to create examples. If I release a line or put gold in front of you, like you're going to run away from the line faster than you're going to run towards of gold. Like, it's just common sense, right? So it's easy to get that buy in. The second thing that we get out of that is that we contextualize. We give them good reason why they should tell us their goal, and then it gives us a good and easy segue into why they should give us the consequence of the inaction. Because it's going to be in their benefit because by understanding it they'll run faster, right? So we kind of set ourselves up to create that arc, right? And once I get the what, then what I'm going to do is go, okay, and like, how would that make you feel to be able to do that? What would that do for you? And I'm going to try and tease out the detail and then get some emotional tie downs to that. Then I go into the consequence. So I'll go like, okay, well now I think I understand what it is you're trying to do, you know, and I don't want to kind of turn the tide of the conversation because I think that we're having a good one. But, but you know, like we understand your ice cream, but like what, what sets the building on fire now? Because as we know, people run away from things faster than they run towards things. So like, what happens, man? What happens in the next two days, two weeks, two months, two years, two decades? You haven't changed anything. You're still going towards xyz, you still haven't achieved it. Like what happens then? And then that's when they might say something like, well, no, I'm going to do it no matter what this is happening. I'm not that type of person. Yada, yada yada. And that's when you got to stay in the saddle and you got to be able to kind of keep looping them around because you have to get that answer. That is not a good enough answer. Because if you're gonna do something no matter what, there's no reason to do it now. There's none. Every good diet starts on a Monday, New Year, New Me. Okay? The only time to act is now because it's the only thing that we're actually promised is right now, we're not promised two years from now. It's important for us to remember that this is the truth, generally speaking, across most people. And then it's just about practice. You know, there's lots of other analogies that you can use. And I won't sort of go too into detail. If you want me to do a one on pure analogies, type analogies down in the comments and I'll do a video on just a whole bunch of different analogies that I use for different types of reframes. But essentially all I'm trying to do when I do this is try and get a concept and try and get buy in on the concept so that when I progress the person down to the rest of the sales call, I've left myself in very good stead to where we're talking the same language, we're walking the same walk and you know the outcome is most, most of the time gonna end up in a sale. So I think it's a really important arc to get right, I think especially in sort of some of the realms that we sell in predominantly, which would be coaching, consulting services, that kind of stuff. But you know, we've got clients that door to door solo. We've got clients that do all kinds of stuff that are making great money, you know, making good livings using this kind of selling as well. So I hope that was helpful guys. It's a very in depth concept that is difficult to explain when you don't have a one on one type thing where you can set a lot of examples. But I did my best. I hope that makes sense. Hope you guys have an awesome day. Make sure you like subscribe. Hit the notification bell. Make sure you guys head down to the closing code Facebook group so you can be part of the role plays. I do a live session every single Friday, Australian time, Thursday, Thursday evening US time. I do a one hour live Q and A in there every single week. So if you want to get in there, hop in and have a good day.