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the most important part about a sales script or about any sales process whatsoever is understanding that the understanding the difference between um persuading and convincing right has anyone had a sales process that they've been in that you can just tell the salesperson's just trying a little too hard and it's it's like really frustrating they're really pushing for a sale and maybe it's for a product that you don't even want give me a wave if that's ever happened to you so the reason that that happens is because they are trying to convince you to buy rather than persuade you to buy the difference between convincing and persuading i say this all the time um convincing is when i'm trying to get you to take an action for my reasons right because i need to make money or because i want to get a sale right persuading is where i decide where i help you make a decision for your reasons right i figure out what are your reasons that you need the product or the service that i have to sell and i help you understand why i am the best option or the best chance you have at achieving that outcome right so it's it's two different things right the first one is talking and the second one is listening right there's a saying in sales i want you to write this down everybody writes this down he who talks the most makes the least right that's true for sales it's always true for sales because you should spend more time listening than you should talking now how do you do that you do that by asking really really good questions right so the most important part of the sales process is actually the fact-finding part and that's where you're asking them questions right now there's different types of fact-finding questions there's needs based questions and there's behaviors based questions and it's important that you it's important that you you ask needs-based questions and also behavior-based questions right now there's some mistakes that people make during the fact-finding process right you have to understand the purpose of the fact-finding process is to ask them lots of questions so that you can learn about their situation right um and the other thing is you want to learn how they make decisions that's really really important you want to learn how they make decisions because everybody makes decisions differently and this is a very big decision in their life so you have to learn how they make decisions you also have to figure out how can you justify your price or your feet right and that's something that you'll use later in the actual pitch and the thing to remember also is that you're going to ask hard questions you don't want to ask softball questions you want to ask hard questions but when you ask hard questions hard questions will build trust right because people tell their problems to people that they trust and the more that people tell their problems to you the more they begin to trust you right so there's some really big mistakes that we have to make sure that you don't make during the fact-finding question the first mistake is the biggest mistake is not listening to what the person is actually saying it doesn't make you feel like this is somebody that has my best interest in in mind right so it's super important that you're not thinking about the next question right you're always you're just listening to what they have to say and you're making sure that they feel hurt right um another huge mistake is not digging right so you're gonna like i said you have to ask some difficult questions sometimes to find out uh these these answers but once you uh ask these questions then you actually get what you need but sometimes you don't get enough sometimes you're if you're if you don't dig and ask hard questions that's a big mistake another thing is not another mistake is not finding out what they actually value right now there's something called a dominant buying motive right and that's what is the actual motivation for what's going to get them to hire you right and i always talk about this all the time i always say you know there's there's there's the airplane ride and there's the resort the resort is the dominant buying motive what is the thing or what you know what is the thing that they actually want right because again nobody wants your service they don't want a bankruptcy they don't want to sue their insurance company they don't want a divorce they don't want uh you know an estate plan but they do want you know peace of mind that if they pass away their kids are going to be taken care of they want their medical bills paid uh and they want to get their health back they want uh you know to not spend their entire you know they don't want to waste you know 10 years not knowing their child because they don't they can't get child custody right those are the things that they actually want that's their dominant buying motive right so if you don't if you don't discover what they value then you're going to miss out on that and you're going to really have a difficult time getting the clothes right the the last mistake is not discovering how they make decisions and this is very very important because when people make decisions that are financially based you've got to understand that not everyone makes decisions in the same way and they don't make decisions the same way that you make decisions right and you also have to understand a lot of people forget this that hiring a lawyer for a lot of people is a very scary experience most people never hired a lawyer most people you know usually a lawyer does not mean good news you know so usually something bad has happened and they need a lawyer right so they're they're stressed out they're frustrated they're scared anything you can do to alleviate those emotions you're immediately going to put them in a better place and make it much more likely that they're going to hire your law firm you