Use THIS to Increase Sales ACTUALLY Ep 171



In a discussion about sales and conviction, the host emphasizes the importance of truly believing in one's product or service to increase closing rates. They argue that even when facing the reality that not all clients will achieve their desired results, salespeople must maintain the belief that their offering gives clients the best chance at success. The host shares insights on how to instill conviction by comparing the alternatives available to the customer and confronting potential objections upfront. They also stress the importance of setting expectations during the sale and holding clients accountable to their commitments. The host concludes by encouraging sales teams to regularly revisit testimonials and success stories to bolster their conviction and, in turn, their sales effectiveness.

Summary Notes

Launch Success and Team Pride

  • Speaker A expresses pride in the team for a successful launch of Denver meals.
  • The launch preparation took 18 months and was executed flawlessly.
  • The success of the launch is attributed to the team's efforts and preparation.

Just super proud of the team. Like went off without a hitch. 18 months of prep and I'm just super excited to have that happen.

This quote highlights Speaker A's satisfaction with the team's performance and the successful outcome of their long-term project.

Importance of Belief in Sales

  • Speaker A emphasizes that belief is critical for sales success.
  • Conviction in the product or service's ability to deliver results is key.
  • Sales skills and fundamentals are important, but conviction is what differentiates successful salespeople.
  • A lack of conviction can negatively impact closing rates.

And it has to do with belief. And what I mean by that is, if I'm looking at a salesperson and I'm trying to analyze how they're doing, typically, I'm not going to start with the typical hand to hand combat, right? Overcoming obstacles, the typical drilling.

This quote underscores the idea that belief and conviction are fundamental to sales effectiveness, beyond just the basic sales techniques.

The Challenge of Conviction in Result-Based Businesses

  • Conviction becomes challenging in businesses where results depend on client action, such as coaching or gym memberships.
  • Salespeople may lose conviction when they observe clients not achieving results despite signing up.
  • Speaker A acknowledges that not every client will have a transformation, which can impact salespeople's belief in the service.

And so how do you maintain conviction when you know that a certain percentage of people aren't going to achieve a result, right.

This quote addresses the difficulty of maintaining belief in the effectiveness of a service when there are visible instances of clients not achieving the desired outcomes.

Maintaining Conviction Through Success Stories

  • Witnessing successful client transformations directly boosts salespeople's conviction.
  • Reading testimonials and reminding oneself of the positive impact of the service is crucial for maintaining belief.
  • Speaker A suggests that salespeople should focus on the successes rather than the failures to keep their conviction strong.

Because they believed it and they had just experienced it, which is why reading the testimonials in the morning, reading and reminding them why we do this is so important.

This quote suggests that direct experience with client success stories can reinforce a salesperson's conviction in the value of the service they are selling.

Selling Against Alternatives

  • Speaker A proposes a technique to maintain conviction by comparing the service with alternatives.
  • Salespeople should consider the likelihood of a client's success if they do not use the service.
  • The idea is to frame the service as the client's best shot at achieving their goals, despite no guarantees.

So how do you maintain that while also talking to Susie mean, like you're going to change your life? This is where the discipline of sales is so important, right. Is that you have to look at it by comparing the alternatives.

This quote offers a strategy for salespeople to maintain their conviction by focusing on the relative advantage of their service over other options available to the client.

The Role of the Individual in Success

  • Speaker A acknowledges that the same system can produce different results for different clients.
  • Factors such as commitment, life circumstances, and support systems play a role in a client's success.
  • Salespeople and coaches should aim to influence and support clients to bridge the gap between knowledge and action.

The person. Only they might be at a different stage in their life. They might have different levels of commitment, they might have different levels of pain, other things going on in life, et cetera.

This quote recognizes that individual differences play a significant role in whether clients succeed with a given service, which is beyond the control of the salesperson or coach.

Conviction as the Key to Closing Sales

  • Speaker A concludes that the highest level of conviction correlates with the highest closing rates.
  • Salespeople must accept that there is no 100% likelihood of success but still maintain their belief in the service.
  • The challenge is to convey conviction while being aware of the inherent uncertainties in result-based services.

Deconstructing that the people who have the highest level of conviction close the most, period.

This quote encapsulates the core message of the discussion: conviction is the most powerful factor in closing sales, and maintaining it is vital for success in sales roles.

Conviction in Sales

  • Conviction is a powerful tool in influencing others and can lead to questioning one's own beliefs when faced with someone who has strong conviction.
  • Skilled salespeople must manage their own conviction to maintain belief in their product or service.
  • Conviction can enhance the effectiveness of language, tonality, and approach in sales interactions.
  • True belief in a product's value can be more persuasive than traditional sales techniques.

"And if someone's super convicted, like, crazy convicted, at some point you start to question your own beliefs. You're like, what does this person know that I don't know?"

This quote highlights the impact of encountering someone with a deep level of conviction, which can lead to self-doubt and curiosity about the source of their belief.

"Because their conviction was stronger than yours."

This underscores the idea that the strength of one's conviction can overpower another's belief, emphasizing the importance of conviction in sales and persuasion.

"And so that way, you can still keep your mind space in a space of absolute conviction while also addressing reality, which is that person may not actually achieve it, but it is still in their best interest and best shot to work with you."

The speaker suggests that maintaining conviction while acknowledging potential outcomes allows for a persuasive yet realistic sales approach.

The Role of Belief in Sales Communication

  • The speaker's experience consulting for a leads brokerage illustrates the importance of belief in the value of the product when communicating with potential clients.
  • When belief is lacking, it can negatively affect the salesperson's ability to sell effectively.
  • Conviction can change the way salespeople speak about their product, affecting their success in sales.

"I was like, imagine if these leads were so hot that every one of these leads was going to buy a house. How much would your life change?"

The speaker encourages a salesperson to envision a scenario where the product is highly valuable, which could transform their approach and increase their conviction.

"You've already unsold me because of your belief, right?"

A lack of belief from the salesperson can immediately undermine the sales process, demonstrating the necessity of conviction.

Sales Frameworks and Conviction

  • Sales frameworks and techniques are secondary to the salesperson's belief in the product.
  • Understanding the customer's alternatives and genuinely believing that one's product is the best option is key to successful sales.
  • Conviction can sometimes outweigh experience and skill in sales.

"But at the end of the day, you being able to truly believe in your product and understand that the person in front of you, what is their alternative?"

Emphasizing the importance of belief in the product and considering the customer's perspective to effectively sell.

"Which is why some of the best salespeople for you will be ex clients who've achieved amazing results because they may not have the in the trenches sales experience, but conviction will be experience and skill seven days a week if they believe."

The speaker notes that clients who have had positive experiences with a product can make excellent salespeople due to their genuine conviction.

Balancing Conviction with Ethical Sales Practices

  • Conviction in sales should be balanced with honesty and not lead to overpromising.
  • Reclosing a sale can involve addressing potential concerns upfront to reinforce the commitment.
  • Ethical sales practices ensure customers are fully aware of the terms and conditions of their purchase.

"Now, what you have to counter that with is not selling hot and over promising, right?"

This quote cautions against allowing conviction to lead to unrealistic promises, highlighting the need for ethical sales practices.

"So obviously you can't cancel because that's why you're getting this lower rate. Does that make sense?"

The speaker illustrates a practice of clarifying terms post-sale to prevent misunderstandings and maintain integrity in the sales process.

Podcast Engagement and Listener Support

  • The host encourages listeners to rate and review the podcast as a form of support.
  • Listener engagement is crucial for the growth of the podcast.
  • The host emphasizes the collective effort in helping entrepreneurs through the podcast.

"You should feel absolutely terrible about yourself and everything else in the world. I'm kidding. But it would mean the absolute world to me if you guys would go ahead and do that."

This quote is a humorous attempt to motivate listeners to engage with the podcast by leaving a review, suggesting the importance of listener support.

"The only way that podcast grows through word of mouth and this is you joining hands with me and helping as many entrepreneurs as we possibly can because no one is coming to save us."

The speaker is rallying listeners to actively participate in promoting the podcast, highlighting the power of community and word-of-mouth in its success.

Cancellation Policy and Commitment

  • The policy only allows cancellation if the customer moves 20 miles or more, but since there is an online program, this reason is invalidated.
  • The idea is that life's challenges shouldn't be a reason to cancel because the commitment to the program must be upheld.
  • There is a strong emphasis on the importance of commitment to the program and the consequences of not honoring it.

"Because life is always going to get in the way, so you can't cancel because of that. Because we have to make this work, right? That's why you're here."

This quote reflects the speaker's belief that life's interruptions should not be an excuse for canceling a commitment, emphasizing the necessity to persevere and make the program work regardless of circumstances.

"And so you'd understand that if for some reason you came to me and said, I'm going to cancel, that I would send you to collections. Does that make sense?"

The speaker is explaining the seriousness of the commitment by stating the consequences of canceling, which includes being sent to collections, thereby reinforcing the weight of the agreement.

Conviction and Sales Strategy

  • A strong sales approach is discussed, contrasting with weaker sales tactics that allow easy cancellation and lack accountability.
  • The speaker emphasizes the importance of confronting potential cancellation reasons upfront and setting clear terms.
  • There is a discussion about the psychological impact of a strong close and the importance of maintaining conviction throughout the sales process.

"Imagine the expectations and the strength of that close compared to the soft, weak ass closes that you hear all the time."

This quote compares the proposed strong closing strategy to more lenient approaches, highlighting the effectiveness of setting firm expectations and consequences.

"The thing is that if you confront it in the sale, you're still going to close."

Here, the speaker suggests that addressing potential objections directly in the sales process will not hinder the closing but will instead solidify the commitment.

Financial Commitment and Prioritization

  • The speaker discusses the customer's financial commitment and compares it to other discretionary expenses.
  • The argument is made that customers should prioritize their commitment to the program over other non-essential expenditures.
  • The speaker reinforces the value of the commitment by linking it to a special rate the customer receives.

"So we can agree that you'd probably take this out because you didn't make a commitment to the hair company, right?"

The speaker is pointing out the customer's discretionary spending habits to emphasize the importance of prioritizing the financial commitment to the program.

"But you're making a commitment to me right now, which is why you're getting this rate."

This quote ties the customer's commitment directly to the benefit they are receiving, which is a preferential rate, reinforcing the value of their agreement.

Success Rates and Responsibility

  • The speaker addresses the reality that success rates cannot be 100% because the business does not have full control over the customer's actions.
  • There is a distinction made between guiding customers and being responsible for their success.
  • The speaker emphasizes the superiority of their program compared to other alternatives.

"You don't have 100% success rate because if you are not the one who's solely responsible for delivering the result, you're not eating the food yourself."

This quote acknowledges that the business cannot guarantee success as it cannot control all aspects of the customer's behavior, such as diet and exercise.

"But I can say that the likelihood that you are successful with us compared to any alternative that you can present is superior."

The speaker asserts the competitive advantage of their program, suggesting it offers the best chance of success compared to other options.

Conviction and Leadership in Sales

  • The speaker discusses the importance of salespeople and business owners having conviction to inspire and convince customers.
  • It is suggested that conviction can wane over time, but it is crucial to maintain it to be effective in sales and business.
  • The approach to sales should be focused on the customer's life improvement rather than just closing a sale.

"Because if they don't, what are they going to go to? They're going to go back home, they're going to have a thing of ice cream, and they're going to wait three more years before they get the courage up to do it again."

The speaker uses this quote to illustrate the negative consequences for the customer if the salesperson lacks conviction and fails to make the sale.

"But the thing that you missed, the thing that went down is your conviction."

This quote emphasizes that a decrease in conviction can be detrimental to sales performance, even if the salesperson has the necessary skills.

"The way you speak will be different. The tonality that you have and even the words you say will change."

The speaker explains that conviction affects not just the content of sales communication but also the manner in which it is delivered, influencing its effectiveness.

Sales and Coaching Integration

  • The process of coaching begins at the point of sale, not after the purchase.
  • Setting expectations during the sales conversation is crucial for client commitment.
  • Addressing potential cancellation reasons upfront helps reinforce the coaching relationship.
  • Offering solutions like online and remote options can mitigate common obstacles such as being too busy or moving away.
  • Holidays and vacations should not be considered valid reasons for canceling as they are part of life.

Because the coaching starts at the sale. The coaching does not start once they are sold.

The quote emphasizes that coaching and setting expectations for the service begin during the sales process, not after the sale is made.

Because I'm not going to give up on you.

This quote highlights the coach's commitment to their client, which is a critical part of the coaching relationship established at the point of sale.

Can't make it to the gym. No worry. We have online and remote.

This quote addresses a common objection by providing an alternative solution, showcasing flexibility in the service offering.

Conviction and Belief in Sales

  • Conviction in the value of the product or service is key to successful sales.
  • Salespeople must transfer their belief in the product to the customer.
  • Overcoming objections is not about aggressive sales tactics but about sharing genuine belief in the product's value.
  • Sales teams should be well-informed and confident in what they offer to effectively convince customers.
  • Using phrases like "fair enough" can help close sales by appealing to the customer's sense of fairness and reason.

And the sale is simply explaining to them why you believe that.

The quote emphasizes that selling is about convincingly explaining one's belief in the product or service to the customer.

You just need to transfer and explain to them the same reason you believe.

This quote suggests that the salesperson's job is to convey their reasons for believing in the product to the customer, to instill the same level of confidence.

Conviction is the thing that you may be missing.

The quote identifies conviction as a potentially missing element in a salesperson's approach, which is crucial for success.

Personal Commitment and Accountability

  • The salesperson commits to helping the client achieve their goals.
  • The conversation during the sale assesses the client's level of commitment.
  • Holding clients accountable is part of the coaching process that begins with the sale.

I'm going to get you to that goal. That is the commitment I've made to you.

This quote demonstrates the salesperson's personal commitment to the client's success, reinforcing the accountability aspect of the coaching service.

So I don't see what life scenarios could come up.

By stating this, the salesperson is expressing confidence that they can help the client overcome potential life obstacles that may interfere with their commitment.

Sales Closing Techniques

  • Using phrases like "fair enough" can be an effective closing technique.
  • Closing based on fairness and reason can lead to more enduring sales as they are less influenced by temporary emotions.
  • The salesperson should believe in their offer to make the customer believe as well.

Fair enough is not saying, does this sound like the best deal ever?

This quote explains that the phrase "fair enough" aims to gain agreement on the basis of fairness rather than presenting the offer as the best possible deal.

But you got the yes. And then you can close the sale based on saying, is this fair?

The quote suggests that getting agreement on fairness is a stepping stone to closing the sale successfully.

Team Motivation and Belief

  • Sharing testimonials and wins can help build the sales team's belief in the product.
  • The sales team's conviction in the product may never match the leader's, but it is essential for effective selling.
  • The leader's belief sets the tone for the entire team's approach to sales.

Conviction may be the thing that your sales team misses.

This quote identifies the lack of conviction as a potential weakness in a sales team that needs to be addressed for better sales performance.

So that they believe as hard as you believe, and they never will believe like you believe.

The quote acknowledges that while the sales team's belief in the product is crucial, it may not reach the same intensity as the leader's belief, which is natural and expected.

Promotional Offer

  • The speaker promotes the opportunity to sell meals through affiliate
  • Founding members receive additional incentives, such as double the meals for free.
  • The promotion is time-sensitive, with better benefits for early adopters.

You get twice as many meals for free, which is pretty dope.

This quote promotes an incentive for becoming a founding member of the meal sales program, highlighting the benefit of receiving free meals.

After that, then it's going to double be six people, which is still fucking amazing.

The quote details the ongoing promotion, indicating that even after the initial offer, the incentives remain attractive.

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