Transcript from Dan Lock‘s Youtube video
Nothing is more frustrating when you spend all that time and effort talking to a prospect and then at the end, you don’t close the cell. Today, I’m gonna teach you the three most important skills that you must understand and master in sales. If you want to be a successful entrepreneur or a successful salesperson, you see, most people don’t know how to communicate. Fewer know how to sell. Almost no one knows how to close. If you’re a person, if you are a business owner, it is your duty. It is your obligation to close that sale. Now, maybe they’re kind of close that happens. Maybe it happens after a presentation that you have given in a conference room. Maybe happens over the phone. Maybe happens in a shop. Maybe happens in a showroom. Or maybe happens in a home kind of setting. Or maybe happens after you do an online demo. Whenever and wherever a close that is supposed to happen, it is your responsibility and your responsibility alone to close that sale.
Most salespeople do not get this right. They get very good at everything else. They are very good at prospecting all. Maybe they get very good at a cold calling. Are doing very good in terms of Al-Bab or they are very good at giving presentations all. They’re very good at giving people gamble online. But unless you close that sell, nothing happens. You become a very, very good presentation giver. You become a very good demo guy. And guess what? Those things don’t get you to the bank. Closing is the only thing that gets you to the bank. So today, let me teach you three things. There are three SKUs that you must know, three important skills you must master If you want to earn money.
The ability to emphasize with your customers.
You see, if are selling low ticket item of yourself, selling a commodity, you’re working in a retail shop. People come in to grab and go, oh, he’s selling something that’s like transactional pay. Just show them the aisle. You show them stuff. Well, you don’t really need to have empathy because you’re just providing a quick answer or a quick solution. However, if you’re selling anything that is significant, if you’re selling something that’s like a high ticket, you need to have deep empathy. One thing I always say is this we all don’t care how much you know until they know how much you care. When you are selling something at a higher price, at a higher transactional value, your customers need to know that you’ve got them back and you have to be able to connect with people. You know what? If you want one big secret when it comes to having tremendous success when it comes to closing, here’s one. Give a damn.
Actually, give a damn about the well-being of your customers. Give a damn about the result. Give a damn about the outcome. When you give a damn if your product or service is not a good fit, you’re going to tell them it’s not a good fit. If there are other people, there are the people that could provide a better service better than you. You will not hesitate to recommend it to your prospect. That is what I’m talking about. Giving a damn. I was doing a role play with one of my students during one of our low classes. Right. We were doing role-play and he was saying all the right thing. He was asking the right questions and kind of following the formula. Right? Saying the right words. But I said you know what? You’re not going to close. And it’s like, oh, how come I’m saying all the right thing? I’m falling the formula. I said I don’t feel like you give a damn. I don’t feel like you care. There’s no empathy. You’re like a robot. All your answers and questions are so mechanical and so robotic. I don’t feel the connection. Unable to connect with you. If I don’t connect and I don’t think that you care, I’m not going to buy. And at first, he was puzzled. He didn’t quite get us to do it again. And he’d do it again.
He’d do it again and do again. And then finally, after multiple times, is it. Now that’s better. Now it comes across that you actually care about their well-being. Very, very important to have the ability. Great closers have the ability to develop deep connections with their prospects.
Ability to uncover challenges and discover your prospects.
Pain points. I always say no pain, no cell. The problem is, is not that you don’t know how to sell. The problem is you don’t know how to diagnose. Most people. They talk too much. They do not ask questions. You’re losing sales not because you don’t have pride of knowledge. You know your products or services very, very well. You’re losing sales because you cannot diagnose exactly what your. Prospect’s problems and concerns are zie, your product doesn’t drive sales. Nobody cares about that problem. Slice sales in order for you to motivate, inspire and empower your prospects to buy right now. You need to be able to understand and diagnose exactly what their problems are. Does that make sense? So think of all this is where they are at, where your prospects at. This is where they want to go from, where they’re at to where they want to go. Guess what this is again? There’s this gap. It is your job as closer to making the prospect understand how your product or service or solution can bridge that gap.
If you don’t understand what this job is, you’re not going to close to sell. If all you do is keep pushing your features and benefits, they’re not going to buy it. That doesn’t motivate them to buy. Then you’re going to get objections like, yeah, you know what? That sounds good, but I kind of want to think about it. Let let me get back to you. Or maybe follow with me in six months when you can help your prospects understand that you are the perfect company to help them bridge that gap. That’s when they buy. See, sometimes the problem is not what it sounds like or what it looks like. Prospects don’t even know exactly what the problems are. They might say they companies say, I want X, Y, Z, and they may think X, Y, C. That’s what’s going to solve their problems. But actually they actually need something else. Maybe they’d need the F G, right? They need something completely different, but they don’t know. It’s your job to help them understand. It’s also your job just goes beyond just your products and services. It’s your job to understand the big picture and how your products or services best fit to help them solve the problem. You cannot do that if you don’t have the ability to uncover challenges and diagnose their problems.
Ability to handle objections.
I’ve seen this a lot. You people talk about how to handle objections in sales. You know, your prospect says this. Then you’re going to say that this. How are you going to respond? Is how you to reply? All that is good. But my approach when it comes to objections, I actually do not like to handle objections, because the way I see it is if you’re thinking about handling objections, you are being active. You’re waiting for the prospect. You say this that I’m going to do that. It’s like a martial art, right? Someone throws a punch and then I’m gonna do this. And then he has those are kicked in. I’m gonna do that. You’re always playing catch up. You’re playing defence, right? I would much rather play offence. I believe the best defence is a good offence. I like to preempt objections. I like to set the agenda. So objections don’t even come up done properly. Objections don’t even come up. Nothing that I believe in is. I don’t use a script. A lot of sales gurus or trainers, they want to teach you. OK. This is a script that you use. This is exactly what you’re going to say. This is how you say line by line.
I compared that. It’s like you going to a boxing match with a predetermined plan that I’m going to throw a jab. And then he’s gonna do this. And I’m going to throw a hook. I’m going to throw across. I’m gonna throw uppercut. It is stupid. You cannot pre-planned too much. You need to have flexibility. Bruce obviously said you’ve got to be like water, my friend. Right. To be able to do that, I much prefer 2 p.m. objections versus handle objections. Priam It’s proactive handling it’s reactive. They are better and smarter ways to sell and close. You don’t have to do what everybody else is doing. You have better ways to do this.