MBA1761 The Most Important Step In Sales

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Hey oh. Welcome to the $100 MBA Show. Because your business needs you at your best. That's why we deliver daily 10min business lessons for the real world. I'm your host, your coach, your teacher Omar Zenholm. I'm also the co founder of Webinar Ninja, an independent software company I started with my partner back in 2014. And in today's lesson you will learn the most important step in sales. If you've been a fan of the show, if you've been on my webinars, if you've been a part of any of our materials on our websites, you'll know that I teach a lot of sales techniques. I coach a lot of our customers and members on how to set sell better, right? How to make sure your customers buy what you're offering. And what I found in my years of coaching is that there is a step in the sales process that most people just flat out skip. And it's the most critical step in the sales process. It's what actually makes people want to buy. And for some reason so many business owners do not do this. So in today's lesson, I'm going to explain what that step is, why it's so important, why it creates that situation where it makes people say, hmm, I want to buy this and how to pull it off. How to make it happen in your own business? We got a lot to cover, so let's get into it. Let's get down to business.

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Let's start today's lesson with a simple fact. Sales is education, right? You're educating your buyer on why your product or service is something they want or need, is something that they actually can use to solve a pain or a problem or make their life better in some way. And you could do this in many different ways. You can talk to them, you can show them, you can give them a brochure, you can throw them a video, they can read a sales page, right? These are all forms of quote, unquote, educating the customer on your product. But the most effective way to get somebody to buy something is for them to have an experience. This is the step. Everybody skips the experience step. You gotta get them through this experience. They have to have this experience in order to be convinced they need what you got. What is this experience? Well, it's one of the things that have been a part of sales since the beginning of time. Well, since the beginning of sales, actually. And this step is called the test drive. The test drive is so important because it allows the customer to envision and experience what it's like to be a customer, to be a buying customer, what it feels like to have your product or to have your service. Now, in sales language, it's called a test drive because it's the most common metaphor in the car sales world. But a test drive in your business may be a demo, it might be a free trial, it might be a free workshop or course. The point here is that whatever you sell, they need to experience it so they can know what it feels like to be a customer before actually buying. For example, if you're an online coach, you help people with their health and fitness. The best way for them to know that you're the right coach for them is for you to coach them, right, Is for them to experience what it's like for you to be their coach. That means joining a webinar, for example, them getting on one of your webinars and learning from you directly. Once they have that experience, they don't need to wonder what it's going to be like after they pay you. They already know they've had that experience. Now, the reason why this is called a test drive is because this goes back to traditional car sales, okay? Traditionally, people do not buy a car without driving it. In fact, the salesperson is going to insist on it, not because they want to impress the customer with the horsepower of the car or the handling, they need the customer to experience what it's like to be the owner of this car before they actually buy it. And this comes from psychology. This comes from our own human psychology that in order for something to be a reality, for something to happen, we have to be able to imagine in our head first. Take anything you have bought in the past. Say, for example, you bought a vacation, right? You bought two tickets to Jamaica, right? Before you actually bought two tickets to Jamaica, before you actually planned this trip and bought the accommodations and the flights and everything, before you actually parted ways with your dollars, something happened in your head. You actually imagined yourself going to Jamaica. You envisioned it, and that could have happened after you saw an ad and you actually saw some pictures, and then you thought, wow, what would it be like to go to Jamaica on vacation? You thought about. You envisioned yourself in Jamaica. This is all happening in seconds, maybe even subconsciously. But it has to happen in order for you to make it a reality. You first see it in your head, and you're like, wow, I want that. What I see in my head. And therefore, you go ahead and get it. So to make this actual experience real and not just in your head, the car salesman will go on a test drive. Go for a test drive, right? This is what it feels like to sit in this car, to commute with this car, to be the driver and owner of this car. The reason why this is the most important step is because most buyers don't really care about the details and the features. Going back to the car example, most people don't know what 200 horsepower feels like versus 185 horsepower. So when the salesman says, hey, this car has 225 horsepower, most buyers don't really know what that means. They don't know the difference between a hybrid engine and a turbo diesel and all that kind of stuff. All they really care about is what is it like to drive. And this is a really good metaphor and a really good example for you to run off, because what are you doing in your business? Are you rattling off a bunch of technical features, a bunch of bonuses, a bunch of things that they don't really understand fully? At the end of the day, they just care about the experience and, of course, the end result. So give them the experience. Give them the test drive. So, like I mentioned, if you're in the services, if you're a coach, you're a consultant, even a freelancer, one of the best ways to earn business is to just get On a call, get on a webinar with them and show them what you got. Coach them, help them, consult for them. Some of the best designers I've worked with, when I was with them on a video call, they actually did some design work and critiqued my website right there live. They showed me what they can do and then therefore, I can envision what this person can do for my business long term. They're hired. I don't need to think about it. If you sell a software or even a physical product, demo that product, show your screen. If it's a physical product, it's called the Home Shopping Network. That's why when they're selling jewelry on qvc, they have somebody wearing the jewelry. So you can imagine what it's like for you to wear it, even if it's just on tv. Any way you can get your customer to go through an experience that is similar to what they will experience as a customer, as a paying customer. Anytime you can have your potential customer have an experience that is similar to one after they pay as a paying customer. This is the ultimate step in sales. If you can get them to do this, most people will buy. Now, it's not by chance I know about car sales. My father was in car sales for most of his adult life. I grew up in a car dealership. Okay. One of my first jobs was cleaning cars in the wash bay in the car wash area for the dealership to go there every Saturday and earn an extra few bucks. And my dad would tell me that it's quite rare that after somebody test drives a car that they don't buy. In fact, you told me eight times out of 10 they will buy. And out of those eight, five would buy on the spot. Meaning that they wouldn't even leave the dealership that day before signing a contract, signing on the dotted line and putting down a deposit. The other three of the eight would actually come back after consulting maybe their significant other or maybe going on another test drive on a competitor item and decided to go with you. The point here is that if you give them the experience, they will know what they're in for. A lot of us really believe our product or service is better than the competition. But we get frustrated when people don't buy with us. Well, show them what you got, because even if they do shop around, they'll come back to you and say, man, that experience was incredible. That person knows what they're doing. So don't skip this step. Offer test drives to your customers.

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Guys, to wrap up today's episode, Sales is an education, right? You're educating the customer, but at the end of the day you want them to make the decision for themselves. No one wants to feel pushed into anything. Nobody wants to feel cajoled or pressured into a sale. In fact, that might backfire in a chargeback or a refund or poor review online. Instead, give them the experience so they can convince themselves. When people convince themselves that this is the right decision, they're far less likely to want a refund. Later on, they're far less likely to not follow through and implement what you offer. Offer them a test drive. Trust me. Think of what a test drive looks like for your company, for your business. Whether it's a webinar, whether it's an in person meeting or a demo. Make sure you do it. Thanks so much for listening to the $100 MBA Show. If you love what you hear, share the $100 MBA show with your friends on social just go and share100mba.net show so they can find the podcast and subscribe. Just like you. Before I go, I want to leave you with this. One of the best things to do after a test drive experience is to compare that experience with their current experience. What is life like for you now? Now that we've gone through that journey? You saw how easy it was to use my product, my service. Your life is going to be so much better. But what is it right now? This is your experience now. These are your frustrations now. This is what's going to happen if you do nothing. You're going to continue to experience this pain. This is the equivalent of you going on a test drive in a brand new, shiny, beautiful, high tech car. And then after the test drive, you park the car next to your current old clunker. You can't help but look back and compare. Thanks so much for listening to the 100 RMBA show. I'll see you in tomorrow's episode Freeride Friday. Until then, take care.

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