How To Win Sales Without Being Skilled Ep 203

Abstract
Summary Notes

Abstract

In the Gym Secrets podcast, the host and Alex discuss the pivotal role of customer care in sales, emphasizing that the most successful salespeople genuinely prioritize the buyer's interests over their own. They highlight a case where a gym owner's shift in mindset from self-interest to customer focus led to a dramatic improvement in sales. The conversation covers the importance of authenticity, confronting the buyer's limiting beliefs, and how sales is akin to coaching. They also delve into the broader entrepreneurial journey, outlining three critical stages of professional development: skill acquisition, character trait development, and belief system evolution. The overarching message is that enduring success in sales and entrepreneurship demands consistent application of basics, personal growth, and a genuine care for the customer's needs.

Summary Notes

Introduction to Gym Secrets Podcast

  • The Gym Secrets podcast is focused on customer acquisition, increasing customer value, and retention.
  • Lessons and failures experienced along the way are shared for listeners to learn from.

"Welcome to the Gym Secrets podcast, where we talk about how to get more customers, how to make more per customer, and how to keep them longer, and the many failures and lessons that we." "I hope you enjoy and subscribe."

The quote introduces the podcast's main themes and invites listeners to engage with the content and subscribe for more insights.

Importance of Customer Focus in Sales

  • Remembering the reason behind caring for the customer is emphasized as crucial for sales success.
  • A real-life example is provided where a gym owner improved sales drastically by focusing on the customer's interests.
  • The concept that the person who cares the most about the buyer's interests wins the sale is highlighted.

"Remember why you're doing this, right? Remember why you're caring about the customer." "The person who cares the most about the buyer's interests is the one who will win the sale."

These quotes underscore the importance of customer-centricity in sales and the philosophy that genuine concern for the customer's needs leads to sales success.

Sales Training and Personalized Coaching

  • Speaker A is developing a new phone sales training for GLX clients and gym lords.
  • The training is described as robust and of high quality.
  • Personal coaching is provided through daily calls to help gym owners improve sales.

"It is 04:30 a.m. Rocking in from downtown Austin, or not downtown in Austin, suburbia Austin. But I am knee deep in creating our new phone sales training, super robust end end training for our GLX clients and gym lords."

The quote reflects the speaker's dedication to creating valuable sales training and the commitment to assisting clients with personalized coaching.

Transformational Sales Approach

  • A gym owner's shift from a poor sales record to successful outcomes is attributed to a change in perspective.
  • The significance of prioritizing the buyer's interests over one's own is stressed.
  • The term "commission breath" is introduced, highlighting the negative impact of prioritizing personal agenda over the customer's.

"He went over, or whatever, over 20 or something, and then something switched and he went five for nine, right?" "Because I give him the term commission breath, right. People can smell whether you're in it for your agenda or their agenda, right?"

These quotes illustrate a transformational moment for a gym owner who changed his sales approach and the concept that customers can sense the salesperson's true intentions.

Overcoming Emotional Barriers in Sales

  • Sales interactions often involve overcoming the buyer's emotional baggage, such as shame and guilt.
  • Building trust and rapport is essential for a successful sale.
  • The ability to connect with the buyer on a genuine level is seen as a key to winning the sale.

"You're going to throw these things in my way, but I care about you enough to get us through them so we can get to the promised land, which is you getting help, which is why you're here, right?" "The moment you're able to get someone to be real with you in the sale, you've already won."

These quotes discuss the emotional challenges present in sales and the importance of empathy and genuine connection in overcoming these barriers to achieve sales success.

Trust and Genuine Care in Sales

  • Trust is foundational in sales; the customer must believe the salesperson acts in their best interest.
  • Genuine care for the customer's needs can compensate for lack of sales skills.
  • Sales success can come from following a process or script, but personality-driven salespeople succeed through genuine connection.
  • Conviction in the product is crucial for salespeople to effectively help customers overcome their limiting beliefs.

"That's ultimately the sale that's being made is that the person needs to trust that you care more about their agenda than they do."

This quote highlights the importance of establishing trust with the customer by demonstrating genuine concern for their needs and priorities.

"Those people get away with so much lack of skill in the sale, but are able to close because the people believe that they really are acting in their own best interest."

This quote suggests that a salesperson's genuine care and kindness can lead to successful sales, despite not being highly skilled in traditional sales techniques.

Confronting Limiting Beliefs

  • Sales involve coaching the customer to confront and overcome their own limiting beliefs.
  • A salesperson must help the customer take responsibility for their actions to facilitate change.
  • The approach to sales should be reframed to focus on genuinely helping the customer rather than just making a sale.
  • Breaking down beliefs systematically allows the salesperson to truly assist the customer.

"And so if you can simply have that one reframe before you go into the sale, which is, I'm going to approach this from the perspective that this person needs my help."

This quote emphasizes the need for salespeople to reframe their approach to sales by genuinely believing in the necessity of helping the customer.

"And you'd be like, listen, let me be real with you here. Do you think that the reason that you haven't been successful is because you've kind of just fallen off the bandwagon?"

This quote demonstrates how a salesperson can directly address a customer's limiting beliefs, guiding them to acknowledge personal responsibility.

"And I'm not saying this to be mean to you. I'm saying this because I want to help, but this time is going to be different, right?"

This quote shows the salesperson's intent to be helpful and supportive, rather than critical, while encouraging the customer to believe in the possibility of change.

Sales as Coaching

  • Sales is likened to coaching, with a focus on guiding the customer toward a defined outcome.
  • The sales process should be systematic in breaking down beliefs and barriers to help the customer.
  • The ultimate goal of sales is to facilitate the customer's success and improvement.

"Because sales is just coaching, right, with an outcome that's defined over a period of time."

This quote defines sales as a form of coaching, which aims at achieving specific results for the customer over time.

Importance of Understanding the Customer's Agenda in Sales

  • Recognizing that successful sales depend on aligning with the customer's needs rather than pushing a personal agenda.
  • The realization at the 25th repetition that the approach should be customer-centric.
  • The effectiveness of a sales approach is measured by its outcomes, not the complexity of tactics used.

"And so I guess the biggest point that I want to make here is that if you can just think about it from that perspective, this guy had the same script from his 1st 25 reps to the last five of nine that he hit, right? And mind you, he made this realization at rep 25, which for some reason is a magical number, all right? But at rep 25, he realized that he just was trying to sell on his agenda and not on the agenda of the other person's."

This quote emphasizes the pivotal moment when a salesperson understands the importance of focusing on the customer's needs rather than their own sales agenda. The speaker highlights the significance of this shift in approach and its impact on successful selling.

The Consistency of Basics in Sales and Business

  • The importance of adhering to basic principles for both novice and advanced professionals.
  • Advanced professionals are distinguished by their consistent application of basic tactics, not by the use of different tactics.
  • Success in sales and business is attributed to the consistent execution of fundamental strategies.

"And there's sometimes one of the things that I was just talking to our sales team about is advanced salesmen are advanced because they never don't do the basics, right? People are defined as advanced because of their outcomes, not because of their tactics."

This quote conveys the idea that advanced salespeople achieve their status by consistently executing basic sales tactics rather than employing more complex methods. The speaker clarifies that it is the results, not the complexity of tactics, that define an advanced professional.

Professional Development and Entrepreneurship

  • Professional development for entrepreneurs involves overcoming three major breaking points.
  • The first breaking point is the acquisition of a diverse set of skills necessary for entrepreneurship.
  • Entrepreneurs need to learn various skills, including marketing, lead nurturing, and sales processes.

"But I think it's important when I talk to higher level entrepreneurs who are at like 10 million, 20 million, et cetera, and they're like, what do I need to do to get to the next thing is I see three major breaking points in professional development as an entrepreneur. The first is skills."

This quote introduces the concept of breaking points in professional development for entrepreneurs, with the first being the need to acquire a broad range of skills. The speaker is addressing the concerns of established entrepreneurs looking to progress further by emphasizing the importance of skill development.

Essential Skills for Entrepreneurs

  • Entrepreneurs must be proficient in various skills to be able to attract and convert customers.
  • Necessary skills include copywriting, creating marketing creatives, building landing pages, managing online traffic, nurturing leads, and organizing sales events.
  • Understanding the conversion mechanisms and mastering the sales script, including tone, question-asking, and overcoming objections, is crucial.

"You have to know how to write copy. You don't have to know how to create creative. You don't have to know how to build landing pages. You don't have to be able to buy and place traffic. You have to know how to nurture leads, to get them to show up to both schedule and show up to a sales event. You have to know what type of sales event you want to have. Is it going to be a presentation? Is it going to be a sales call? Is it going to be an in person appointment? Is it going to be a two step sale? You have to know what the conversion mechanism, is it going to be a sales page. Right. Have to know what the conversion mechanism is going to be."

The speaker lists the various skills that entrepreneurs need to master in order to effectively attract and convert customers. This quote underscores the complexity and variety of skills involved in the customer acquisition process, from marketing to sales.

Skills as the Foundation

  • The initial requirement for success is acquiring a diverse set of skills.
  • Skills are considered the first "block" or level in the journey of entrepreneurship.

The number of skills stacks in order to make it. But its skills is the first block.

This quote emphasizes the importance of building a strong foundation of skills to succeed in entrepreneurship. Skills are the fundamental tools needed to begin one's journey.

Character Traits for Execution

  • Following the acquisition of skills, the development of character traits is crucial.
  • Traits like patience, endurance, and discipline are necessary to effectively utilize skills.
  • Character traits differentiate moderately successful individuals from highly successful ones.

The second block is the character traits to execute the skills.

This quote signifies that after acquiring the necessary skills, the next step is to develop the character traits that enable proper execution of those skills.

Belief Systems and Organizational Standards

  • Beliefs about the world, the market, and what's possible shape an entrepreneur's approach.
  • Setting high standards for speed and excellence within an organization is essential.
  • Beliefs are influenced by the entrepreneur and trickle down through the organization.

And then the third is your beliefs, your beliefs about the world, your beliefs about the market, your belief about what's possible, your tolerance of what is acceptable in your organization from a standpoint of speed, a standpoint of excellence.

This quote discusses the importance of an entrepreneur's belief system and how it affects the standards and tolerances within their organization, influencing its overall performance and culture.

Cyclical Nature of Entrepreneurial Growth

  • Entrepreneurship involves a cyclical process of developing skills, character traits, and beliefs.
  • Each level of development requires maintaining the foundations of the previous levels.
  • Entrepreneurship is a constant challenge that requires personal growth, which can be painful but rewarding.

I think it's cyclical, right? I think it's every level encompasses all three of those things. And you kind of have to spin your way through the three of those things over and over again.

The speaker is highlighting the ongoing, cyclical nature of growth in entrepreneurship, where one must continuously work on skills, character traits, and beliefs to advance to higher levels of success.

The Importance of Caring in Sales

  • In sales, the party that shows genuine care for the buyer's outcome is more likely to succeed.
  • Confronting a buyer's beliefs with genuine care allows for trust-building and effective closing of sales.
  • The speaker plans to incorporate this principle into their sales training.

The person who cares the most about the buyer will win. If the buyer cares more about their outcome than you do, then they will win. If you care more about their outcome genuinely than they do, they will feel that a and b, when you confront their beliefs, they'll see it from a place of genuine care and they will be real with you.

This quote conveys the idea that genuine care for the buyer's needs and outcomes is a winning strategy in sales, leading to trust and successful transactions.

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