If You Want To Win In Sales, Watch This Video
Matt Ryder and a co-host discuss sales strategy, goal-setting, and conviction. They cover how clear goals and time management separate winning salespeople from struggling ones, with practical advice for reps trying to improve their performance.
If I had to make it work, how would I?
The top 10% are making all the money. People get into sales because they want freedom, they want to make a lot of money. And then you ask them what their goal is and how much money they actually want to make, what kind of house, what kind of car they want to drive, and they have no idea. And it's like, how the are you going to hit a target that you can't even see?
They call it the top 1% for a reason. Because you're 99% struggling. The first thing is act as if you're on camera. If you were recorded, would you get the job? If the answer is no, hey, spend your time. That's what you prioritize. If you spend 20, 25 hours on TikTok and 20 hours on sales, you are a professional TikTok watcher. All right, guys, welcome to the episode of Coffee is for Closers. This is going to be a nice quick one today. We're going to be going over some nice, tangible things that you can do as a new rep, right, to be more successful, whether it be high ticket, whether it be insurance, whether it be whatever, whether you're door knocking. But we're going to go over, like the struggles of a new sales rep and probably the struggles of existing sales reps because they call it the top 1% for a reason. Because you're 99 are struggling, right?
The top 10 are making all the money.
It's true. It's very true. You know, it's funny, I like when you look at bell curves. Like the bell curves. The bell curves of sales are hilarious. I was watching some like, like a, you know, Di person, right, Talk about the importance of everyone feeling special or whatever. And it was funny. One guy was like, you know, if di works somewhere, it works everywhere. And they were like, so does it work in the NBA? And they were like, does it, does it work there? Does it work in professional sports? Because it's like, that's just. That's the most meritocracy based system on the planet. And if it was any other way, nobody would watch and it would die in a heap. Like, there's no one fighting for the five foot two.
Nobody. Nobody wants to see that.
Yeah, nobody wants to see that. It's stupid, you know, but people don't really think of it that way. It's because, like. But that's exactly what it is. Like, it's really difficult to become a professional sports person. Same as, like musicians, right? Like, there's a ton of like really great musicians, like busking on the street, you know, and it's like they just didn't have that thing, you know, and so. Or there's luck involved, whatever. But it's like, there's no. It's very difficult, I think, to probably, you know, you can't really have quotas and stuff like that. There's a lot of things that have.
To fall into place. Yeah, there's a lot of things that have to fall into place. And it's kind of like, you know, like luck is nothing more than being prepared and then getting an opportunity. But a lot of people, a lot of people, they won't. What I've noticed is a lot of most people won't get prepared for an opportunity if they don't have a guarantee that the opportunity is coming.
Yeah, that's a big one. You know, I always thought that I would write a book one day called like. Like, how to, like, sort of. What was I going to, like, the Path of Least Resistance. How to Fall Us Backwards into Success. And it's just like, you know, I'll have some sort of like, AI ghostwriter write it because why put in the effort, right? Yeah, exactly.
But that's the whole point of the book.
Yeah, exactly. Have you seen that guy's book on Amazon? That's like, how to Make a Million dollars selling a $1 book on Amazon. And the whole book is just like, make a $1 book, sell it on Amazon. That's it. Like, that's the whole book. It's like two pages. It's hilarious. But. But yeah, like, you know, a lot of people just don't take opportunities, you know, because, like, the better the devil, you know, think you see that a lot in sales. You sort of, you know, you see a lot of people who are wanting to do something, needing to do something, but cannot bring themselves to do it. And a lot of the time it's because, like, the pain that they are experiencing is known. And so they'd rather experience the known than the risk of the unknown. And that's the main thing that I think holds a lot of people back from doing stuff. And you can beat people over the head with a mindset battle you want, but chances are there's a lot of things going on there. But I think, like, sales salespeople in particular, like, I speak to a ton of sales salespeople, and I'm like, okay, well, like, what's your goal? And they're like, it's like, so you're. You don't have a Goal, let alone do anything about it. And you.
Isn't that crazy, though?
Like, wild.
People get into sales because they want freedom, they want to make a lot of money, and then you ask them what their goal is and how much money they actually want to make, you know, what kind of house, what kind of car they want to drive, and they have no idea. And it's like, how the fuck are you going to hit a target that you can't even see?
Yeah, aim small, miss small. Right? That's a. It's a. It's a pretty good. That's why one of the first things that, like, I built out was like, a goals tracker. It's like, hey, like, here is your goal, and then here's how you reverse engineer it. I've done that many zooms where people are like, could you make a sheet for them? Like, you. You make your own sheet. Because if you don't care enough about making a sheet, then I doubt you're gonna do much to achieve the goal. But you do that enough times, and, like, I'm the asshole at some point, so I might as well just make one for them, right? You know?
Yeah. I tried to make my own sheet, Matt, when you first told me to, and I couldn't figure it out. I had to wait. I figured it out eventually. I figured it out eventually, but I just had to spend six months of you yelling at me.
Yeah. Yeah. I find that's a good way forward.
It worked.
Yeah. We can condense six months into six days if somebody will come to my house and just be screamed at, you know, but not many people are willing to do that, funny enough, so.
Well, you didn't offer.
It puts the lotion on its skin. It does. It's told. But, yeah, like, you know, I think, you know, conviction is such a huge part of sales, and, you know, a lot of my. I think a lot of. A lot of success can be had in sales with. With very little acumen. If you just sound super convinced, you know, and not in, like, the wacky I'm waving, inflatable two men of sales way. And like, that, you speak with confidence and conviction. And that's a lot easier if you're actually doing something and doesn't mean you have to have a goal of, I want fucking lambos. It's like, it does. It doesn't matter. Like, your goal, like, the actual goal is. Is. That's a you thing. Right? But if you're like. If you don't have one and you're doing nothing about it and Then you're going to sit back on a role playing, a sales training and complain about someone who didn't move forward on their thing. It's like we. You don't even have a thing. At least they booked a call. They're further down the pathway than you are.
It's hard to not get. It's hard to not be more confident and speak with more conviction and assertiveness if you have a goal and even if you're not anywhere close to it. It's hard to not be more confident if you know you're inching forward closer to it every single day.
Yeah, well, you're doing something, you know, so like you have a purpose. You have. And so many people, they come and they go, oh yeah, I want to make 20 grand a month, whatever the fuck the number is. And it's like, okay, like what do you need to do to achieve that? Oh, I need to make $20,000 commission worth of sales. It's like, okay, but like, how many sales is that? Oh, I don't know. It's like, how could you not know that? How could you not know that? And that is. It sounds stupid. It's very common. Like, how many sales do you have to make a month? And they're like, I don't know, what's your average sale? Well, they're all different. I go, yeah, dickhead. That's why it's called an average. Like, oddly enough, is that hard to figure out. How fast do you drive down the street? I don't know. It's always different. It's like, okay, but like, what's the speed limit? 55. Do you stick pretty close to it? Yeah. Okay, so like 55, right? Like let's weird. The deductive reasoning capacity is not that it's not that difficult, but it's like if you have a goal and you're doing something about it, then generally speaking you will just feel more purposeful. And if you're doing even something that's moderately uncomfortable or difficult in order to get there, then you can have more empathy towards the person who's stuck in the pre difficult stage. Right. Because it's more difficult to start walking up the stairs. You know, you just gotta get halfway. Cause once you're halfway, you can't stop, you know, you just, you might as.
Well just turn around.
Yeah, it's like, it's just as much effort to go back down as it is to keep coming back up. So it's like just finish it, you know, and so. But if you actually sit there and you just, like, are trying to achieve something that's a bit more specific. Like, you don't go to a gym and say, I want to lose weight. Like, you have a goal. You have a time frame, and everyone who's successful in the gym has a program, has a. Has a. Has a goal. They have something they're working on. And everyone who's fat and useless in the gym is like, I want to lose weight. But they have no goal. There's no end point. There's no specificity to it. There's been no effort. There's no brain power that's been put into it. And you can exactly think. You can think your way through an awful lot, you know, if you just allow yourself to.
What I started to realize, though, in fairness to. Just to play the devil's advocate, is I think there's a lot of people that try to think through it, and they don't even know where to start. You know what? Like. Like they'll listen to something like this, and they're like, I know I need to think through it, but the. The first time you go to think through it, it's actually rather difficult. And so you have to recognize that you're probably even just that first stage of thinking about it. You're probably gonna have to do that a few times before you actually know what you're talking about. Unless you have somebody that's like, they're showing you how to do it. But kind of like we've talked about, you know, like, you and I used to keep onboarding super simple, and now we do a lot of this with people as they're coming through our boot camps because, you know, we started to recognize, like, even though it sounds simple to us, it's actually hard. Like, even just setting your goals and kind of doing that piece is harder than. Than what it, you know, should be or it feels like it should be.
Yeah, no, yeah, I would. I would definitely agree with that, I think. And I think, you know, there's pattern recognition and there's like. I think problem solving is, like, it's a muscle and. And you have to sort of get. You have to use it and get used to it. And in my experience, there's really two main types of people. There's the people who get a problem and go, meh, this is difficulty.
Else, help me.
Yeah, like, this is why. Like, why did this happen to us? Or there's the people that go, oh, like, if I had to do it, how would I, you know? Yeah, like, you know, I use this example, there's a guy I know in covert that had restaurants and he killed it. He killed it. Yeah, he just figured it out. And it's like, there's obviously some circumstances there to let you know that allowed him to or whatever. But like in. Instead of him going like, oh no, this is terrible. Why is this happening to me? There's no way that this can be fixed. And just sort of falling in a heap and dying, right? He went, oh, well, this is. And just said, but if I had to figure this out, how would I? And then just figured it out. Like he tried a bunch of shit. And one of it, one of the things he tried worked and then he's.
Up to start trying shit. Just get a little closer, get a little closer, get a little closer. And then all of a sudden you're there.
Yeah, there's this story which is. It's a true story, but about a guy who basically, it was sort of like, you know, sort of depressed and he went on to like a. He went into like a drug, like a drug trial, right? And then it was taking like antidepressants and he just sort of felt himself going downward. And one day he gave in and he took like 50 of these things, right? And then he had regret and he's like, I don't want to die. And so he went to the hospital, they pumped his stomach, dealer stuff. But he was dying, like he was getting real bad. And so they called the clinic and then the clinic was like, he was on the placebo. He just took like 50 sugar pills, right? But he was dying. They were like, you, you are hours away from dying. Like he, everything was. His body was shutting down, organs are failing. And then they told him, and two hours later he was fine. They said, hey man, you took the sugar pills, like the placebo, he's like, what? Oh, okay. And then everything. And it wasn't like he was faking it. His body was shutting down. He was going to die. Like he was like, everything. Yeah, the mind is a really powerful thing and like. And that's kind of stuff has happened. There's like another story, which is a crazy one of. There was a guy who got. He got diagnosed with cancer and then got all the treatment. And then like they got a follow up appointment and they said, oh, like afterwards. And they were like, oh, hey, it's actually spread to your liver and you have about three months to live, right? Anyway, he died like four or five months later on the autopsy. They misdiagnosed it. It was a benign. It Was a benign tumor.
Gosh, that's crazy.
It was fine. He was, but he is, he had, he had, his brain had said, oh, I'm dying. And so his brain, he just started dying. But there was nothing wrong with him. Yeah, the first round was legitimate cancer, but he got over that.
Yeah. People don't realize how powerful the mind is. It's like if you're in an opportunity and you keep complaining about how hard it is, guess what, it's going to be harder.
Yeah. And if you just sit back and go, but if I had to make it work, how would I? It's such a powerful problem solving exercise. Because then you start going like, well, I mean if I had to, I guess I would try this. And it's like, exactly, try it. You know, that's where you.
What's the worst that happens? What's the worst thing that happens? Yeah, you're a step closer.
Failed slightly less than what you are now, you know, and sometimes you do a thing and it doesn't work, but bits of it work. And that's the more experienced you get, the more you start to recognize the bits of things that work. Because it's rare that things work the first time. And so you have to go like, well if there was five things in that chain. Right, Yep. Did how many of them worked? Because four of them might work amazingly but one of them is terrible, you know, and then it's like that will result in a bad end outcome. Like if you look at an ad, you might have an amazing click through rate on your ad. Then you might have the best landing page ever. But then you might have like a glitchy opt in box and then you have a great show rate and a great close rate and you go, oh, that shit. It's like, well no, let's just test to make sure it's not faulty.
Yeah, there's one box that's failing.
Yeah. And like, but that shit happens all the time. People go, ah, that ad account, that ad didn't work. It's like, no, it did. It really worked really well. You know, they take elements.
Yeah, I know it's going to be different for everybody but for like those people that are in high ticket and they're listening. As you've helped so many people in high ticket, what do you feel like is normally the lowest hanging fruit? Like if somebody, let's say they're, they're struggling right now, they're not where their income needs to be. Right. They're fairly new. Yeah, they've already planned, they Know what their goals are. They know exactly how much they need to make. They've. They've done that side of things. They know that they need to, you know, they need to start making twice the amount of sales that they're making right now.
Yeah. So the, the first thing is like, it's if there was a. The first thing is act as if you're on camera, right.
Okay.
So if, if you were recorded. So if there was a gig going and it was a million dollar sale with a 20 commission and it was high volume. Right. But you were secretly filmed every day and they were going to take the most professional sales reps, right. Who followed up with all their leads. Like, obviously this is a really high value, super high commission. It's high volume. Like lay down sales. I'm talking like fucking, you know, selling one on one with her. Mosey to billionaires, whatever. Right. Like the easiest thing on the planet.
But they're secretly following you around every single thing you do throughout the day.
Would you get the job? It's like, would you get the job? And if the answer is no, it's like, well, why not? Well, because I don't follow up my leads. Okay, now you know what you have to do. There you go.
It's an easy way to identify it.
Yeah. And I had that meeting on my. I had walked people through on that committed. On my committed coaches team. And it was like so like the team like the sort of like sniper insurance and all that kind of stuff. The statements is like, I work with precision. I work harder than everybody. I am a true sales professional. I do as I say. I'm not a douchebag and I train hard so I can fight easy. Right. The I am a true sales professional. That is the biggest thing that's a lost. And it's like you can be not that good at sales if you are a sales pro. Yeah.
Because I see the same thing in insurance.
Yeah. It's like, just do that. And I like that. Like, I like the two frames of if your wife and kids got a full time audit of your time. Right. Do you feel like you'd be representing them? Well, would you be proud to go to your wife or your kids or your parents, whatever, and be like, this is me. Because like I gets after it as a sales rep. You know, I've got like seven sales calls today. Yeah.
And I've never heard that spin on it. I've heard, I've heard the Andy Elliott spin. You know, like if somebody kidnapped your wife and kids, what would you do like, would you go make this many sales to get them back?
I'd murder all of them in extremely violent and detestable ways. And I would make an example of them and my friends would help me. That's what I would do.
Zero sales.
Zero be, no sales. Big dud. There would be a lot of murdering, I can tell you that right now.
But no, I've never seen the spin on like a, A time audit if they were given your time audit. Because, yeah, that's like, that's pretty valuable when you start thinking about that, right?
It's, it's, it's. Would your kids be proud of you? Like, you know, because it's like, like I just can't, for me, I just can't imagine, like. And things slip through the cracks and doesn't mean everyone's perfect, but it's sort of like, you know, you forget to follow people occasionally, whatever. Like, it is what it is, you know, I mean, but it's like I just couldn't imagine, like scraping by and looking at my wife and going like, you know, oh, heavy. We're a bit short this week because you didn't ask and you asked for no referrals. You, you didn't follow up with your lead. You didn't do like, it's just like, you, man, like, it's so bad. That part is baffling to me that you can like look at your family in the face and having just done such a job, you know, like with low effort and it's like, just respect your family more than that and just act as if you are under watch, you know, that's why they had the cameras in the battlefield in like World War I and 2. It's because no one's a coward in front of a camera.
Everybody acts differently. And it is crazy when you start to audit people's time. You know, I went through my committed coaches team here recently and went through their phone activity, like their phone time. I counted every single dial as a full minute, by the way. So every single dial they made, I counted as a full 60 seconds, which I don't think I should have. But, you know, I was being very generous.
Generous, Lord, yeah.
And, and I counted obviously every minute of talk time as a minute as well. And there were so many people that I just showed them their phone hours and it's like, this is how much time you spent on money making activity. There'd be full time people that are actually doing pretty well. And it's like you had 20 phone hours this week and they thought they were 60.
And it's like, now go to your. Go to your phone and then let me see how much time you spent on TikTok. Yeah, that's always an interesting one. You go into, like the. The usage and you can see, like the hours on the different apps.
Now let's compare.
Yeah, it's like. So that's, you know, there's an old thing. It's like, show me your calendar. I'll show you your priorities. You know, it's like, show me. Show me how you spend your time. That's what you prioritize. If you. Like, if you spend 25 hours on TikTok and 20 hours on sales, you are a professional TikTok watcher.
Exactly, exactly. Well, and if you ask people what their priorities are, everybody's either gonna say at their parents, they're gonna say they're kids. And if they don't have kids, then they're probably gonna say work, especially in this line of work. And then you actually look at how they're spending their time and it's like, ah, that's not actually what you think. And what is actually happening does not match up.
Yeah.
So which one is gonna change?
Right? All right, guys, hope that was helpful. Next week we're gonna go through, you know, something sales related. So look forward to that because we plan these out months in advance. Months. Yep. Like, I've got the next 12 months fully laid out, mapped out, everything. It's a full free sales training. That's what we do here. All right, guys. All right, guys. Love your work. See you, bro. But your lead, you didn't do, like, it's just like human. Like, it's so bad. That part is baffling to me that you can, like, look at your family in the face and having just done such a shit job, you know, like with low effort, and it's like, just respect your family more than that and just act as if you are under watch, you know, that's why they had the cameras in the battlefield in like World War I and 2. It's because no one's a coward in front of a camera.
Everybody acts differently. And it is crazy when you start to audit people's time. You know, I went through my committed coaches team here recently and went through their phone activity, like their phone time. I counted every single dial as a full minute, by the way. Um, so every single dial they made, I counted as a full 60 seconds, which I don't think I should have, but, you know, I was being very generous.
You're a generous lord. Yeah.
And, and I counted obviously every minute of talk time as a minute as well. And there were so many people that I just showed them their phone hours and it's like, this is how much time you spent on money making activity. There'd be full time people that are actually doing pretty well. And it's like you had 20 phone hours this week and they thought they worked 60.
And it's like, it's like now go to your, go to your phone and then let me see how much time you spent on TikTok. Yeah, that's always interesting when you go into like the usage and you can see like the hours on the different apps.
Yeah, let's compare.
Yeah, it's like. So that's, you know, there's an old thing. It's like, show me your calendar, I'll show you your priorities. You know, it's like, show me, show me how you spend your time. That's what you prioritize. If you like, if you spend 25 hours on TikTok and 20 hours on sales, you are a professional TikTok watcher.
Exactly, exactly. Well, and if you ask people what their priorities are, everybody's either gonna say if they're parents, they're gonna say they're kids, and if they don't have kids, then they're probably gonna say work, especially in this line of work. And then you actually look at how they're spending their time and it's like, ah, that's not actually what you think. And what is actually happening does not match up.
Yeah.
So which one is going to change?
Right? All right, guys, hope that was helpful. Next week we're going to go through, you know, something sales related. So look forward to that because we plan these out months in advance. Months. Yep. Like, I've got the next 12 months fully laid out, mapped out, everything. It's a full free sales training. That's what we do here. Right, guys? All right, guys, Love your work. See you, bro. Bye.
