Steps involved in selling process for enterprises

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let's talk about how you actually close a cell we'll talk later about how you get people to you the sales process is an exchange of value so let's break down sales versus marketing okay the sale is about an exchange of value marketing is about getting somebody interested in having that exchange of value PR is about building awareness for your product and service all together right so we're going to talk about sales marketing and PR PR is just about getting the word out and having people aware of what your product or service is Marketing is about driving people to you or you getting in front of them such that they raised their hand and said yes I have some interest in this product or service now I'm open to a dialogue I'm open to having an exchange about it so that may be as simple as you clicking on an email to see more about a product or service maybe you taking some time to come to a seminar may mean you calling a number in and the sale is the exchange of value and I really want to impress on this because the key word I talk about in sales is value and because so many people do it so wrong we've all been taught to think that sales is a bad thing let me just ask you when you heard when you hear the word I'm a sales person do you think this is somebody that I want to talk to or somebody that I want to stay away from I want to stay away from them because what are they going to do they're going to try and noise it meaning is probably sell you they're going to try to or they can try to do they're going to try to they're going to try to take your money it's my money it's not your money it's my money it's in my pocket I earned it I made it you can't have my money and I know what you're going to do you're going to try to take my money and you're going to try to give me this shitty stupid thing back in return that I don't want and why do we think but somebody's going to give us some shitty stupid thing think about it why why is our first impression that we're going to get something that we don't want we don't see the value to have because so many salespeople tell us what they're going to do for us but they're going to give us what they expect in return before they have any idea of what we want at all but I'll tell you what if sales is really an exchange of value and we were stuck on a desert island and we were dying of thirst and starvation and somebody came by and the first thing they asked is hey do you need some water and food I'm a salesperson I haven't for trade we wouldn't think the same way about that salesperson we'd be like you are my new favorite best friend anything of my worldly possessions is yours if I could just have a sip of that water and a bite of that food the reason we're so adverse to getting sold and the reason we're so adverse to sales in general is because people are always trying to tell us to take something that we don't want and that's annoying that's frustrating but I'll tell you what when someone figures out what you want and what you need which is a lot of stuff you all have a lot of stuff I'm just saying like you have a lot of stuff you got a lot of clothes you got a lot of possessions you got a lot of things you got a lot of stuff you like to buy a lot of food you like to get you got a lot of movies you like to watch got like a lot of stuff that you like to do all the stuff that you want to do think of every decision that you make every single day that in some way requires in exchange or there'd be money or something else you're probably making hundreds of decisions a day where there's an exchange of value in some way or another and not always monetary there's a lot of stuff that we all want that we want to do could you imagine if somebody could just figure out what that stuff would you want it and really give you something that you want a lot that's what the sales process is about so there's a five-step sales process and if you follow this process I promise you you will always close a sell in exchange value and again it's an exchange of value I am going to get something from you that you give me voluntarily because you believe what I'm giving you back in return is of equal or greater value we made a sale today think about the sale that brought you here today I didn't ask for any of your money but if you ask me I ask for something that's a lot more valuable I asked for an entire day of your life think about that for a second let's just think about this and if afterwards you want to get up and leave Soviet I will shot myself in the foot but if I asked if I let's say I need let's just take take it out of this this is something completely different let's say I'm your friend we know each other for a while and I needed help moving and I said we've got two options here option a is you can give me $50 and I can go find something to help me move for the day which I'm fine with an option B is that you have to help me move for the day maybe you are much better people than I am but I'm pretty sure I'm giving that person the $50 and I'm keeping my day to myself like we all get a chance to make lots of $50 in our lifetimes but a full day is pretty limited we're going to have some couple thousand of these and then they're done it's a day so we made an exchange of value we made an exchange of value where you're giving me a day out of your life that's a big deal and I and I that means a lot to me and I take it very seriously and in return what I'm going to do is I'm going to give you as much value as I possibly can so then every single day after this your likelihood of creating a business successfully goes up exponentially that's the deal that I made with myself the deal I made implicitly with all of you is that you give me a day to day and I'm going to make sure that going forward you have a much better chance of starting to business successfully and that perceived the value maybe some of you knew me and heard me speak before but a lot of you haven't the perception of that value was enough to get you to want to come here today in exchange your day of time for what I have to give in return that's a sale that's an exchange of value and whether it's done with money cash credit card time it's all about an exchange of value so the five step sales process is to follow one to gain interest two to establish credibility three to establish need four to offer a solution and five to have a system for an easy transaction we'll go over these again number one gain interest number two establish credibility number three established need number four offer a solution number five have a system for an easy transaction let's start off with number one why do we care about gaining interest what's important about that why do we need somebody's interest well if they're not interested we have no chance in explaining why there should be an exchange of value what are we all most interested in ourselves we are all most interested in ourselves you know why I don't get nervous when I speak in public it's uniformly rated one of the top things that people are most good all right I literally read that people would rather be trapped in a room filled with snakes then they have to speak in public this is insane it's crazy none of you are going to like bite me with venom are you I mean unless that's the natural possibility that you're going to bite me in poisonous the reason I don't get nervous when I speak in public is because I know none of you actually care about me nor should you right the speakers looking up here and they're often thinking to themselves God there's these four hundred pair of eyes on me and they're judging me and thinking about what I say and what I'm doing and this is kind of nerve-racking and what if I say something wrong or if I'm quiet too long but none of you are thinking about you know what you're thinking of how do I get customers for my business how do I raise money what is the next thing I need to do you're thinking about your own situation of health love and money and most likely money because what brought you here today is how to start a successful business that's what you are thinking about so I don't get nervous because I know you're not thinking about me you're thinking about you so my goal is to talk to you about you and the things that you care about that's how you gain interest you talk to somebody about them like if I wasn't the speaker here if I was just someone sitting here and I walked up to you and I saw you working and I was and I either gave you a compliment about yourself or the first thing I said is hey you know that question that you asked about equity I thought that was really smart I had that same question too I'm really glad you asked it how would you if really you're a really nice guy what was your name well your name is Jason nice to meet you that would instantly be our first reaction just a simple compliment that person listened to what I said cared about it and gave the positive feedback for it if you want to gain somebody's interest talk to them about them if I'm at a professional mixer if I'm having a conversation if I'm trying to set up a sale for an exchange of value I never start talking about myself I always start talking about the other person and I pretty much know they're going to be thinking about one of three things what's their health like or theirs what's their family and love life like what situation of money and business like and you all know that everyone here is think about one thing in particular that brought you all here today when you learn to talk to people about them you're always going to have the captive interest and attention number two establish credibility we have credibility because the things we've done right I'm standing up here I'm telling you that I started this Internet company I got this like alright Jason's got credibility but whether I had ever pulled out Docstoc without ever I told you that I started a company would that makes millions of dollars without ever told you they started multiple businesses just by the way that I'm presenting myself with a confidence and with the clarity I have in how I speak I'd have credibility as well - you have credibility because of what you've done in the past which means you've got to let somebody know that but only after you've established interest I didn't get up here in the beginning the seminar and go on and on and on about all the things that I accomplished did I in fact a lot of you are probably wanting me to talk more about my personal life and my achievements as a metaphor for things that you could do yourself or as an example I would much rather do that where you're wanting to know more about me and figuring out what I've accomplished and have it then be talking about myself so much that becomes unrelatable to you whatsoever I have credibility because of the things that I have accomplished in the past but I also have credibility because of my willingness to want to help you because of my transparency because of my genuineness because of the fact that I'm here dedicating a day out of my life to make sure all of you are successful because I'm prepared and I speak clearly and you know that you can trust and rely on the things that I'm saying these are all things that build credibility so as an entrepreneur you don't only have to rely on the things you've achieved in the past you can rely on your certainty going forward I'm gonna take a moment I'm going to talk about this for a second but I'm going to I'm going to go into this more at the end it's one of the key principles but there there is nothing there is nothing in this world and in business that is more compelling and motivating than certainty and your own certainty about your success about the ability of yourself to create a big successful business is a currency it's a currency like money that you can use to exchange for value and get people to do things so if you're trying to build credibility you don't have these things in the past you can say you can build credibility just with your certainty about what you're going to accomplish because there's a limited number of things that we can actually accomplish in life there's an unlimited number of things that we can have certainty that we can get done with number three establish need and this is something that quite honestly women are just so much better at than men naturally and there's always exceptions but if you know for those of you here that you know women that have a boyfriend or husband you know like when you come home and you've had a really tough day and you just kind of want to like talk about something that was going wrong at work or something else what do the guys always try to do nice try to fix it right here's what you should do if you just did this you should have done that why didn't you do this let me tell you what to do so you don't feel this way and the response a lot of times is like I'm actually not trying to fix this I'm just trying to hope that you understand how I feel I don't need anything fixed I would just like you to understand how I feel in this moment and that's really all that I'm looking for and that may or may not be but until someone understand your situation don't you feel like you don't want to talk to them about it haven't you felt before they until if someone doesn't get your particular situation you don't even want to hear anything they have to say about it it could be in a relationship it could be in business it could be after your help anything but if someone doesn't understand how you really feel about something it's like you it drains all the energy from you to even want to have to talk about it I have this feeling all the time that if someone can't really understand where I'm coming from even have any desire to want to talk about it the energy it takes me to open up my mouth and make noises coming out isn't worth it if I don't think that someone can understand where I'm coming from I feel like I am understood and you all feel like you're understood when somebody simply says back to you what you said to them so years ago I do crisis hotline for for teenagers that were were suicidal it was called teen line it was done here in Southern California I went to this 10-week intensive training course with a therapist because obviously we were teenagers ourselves so we weren't getting trained as therapists but just trained to take these calls and they talked about this process of active listening and one thing we were never allowed to do was ever give advice ever but what we would do is we would listen to the problems that these teenagers were having our fellow peers and we would just keep listening to start so we would let them talk right they would usually call and they would start talking about what was going on and one of the most important things I learned was just because someone stopped talking doesn't mean they're done talking that's really important just because someone has stopped talking doesn't mean they're done talking so what I will often do the people in my office see me do and other people is will be in a conversation you'll be talking to me and you'll stop talking and I'll just look at you a full eye contact and just kind of smile and let you know it's okay to keep talking and it's in those moments that people tend to share the things that are most important because they know that somebody really is listening and then when somebody finally is done talking I don't need to give any advice I don't need to tell them what to do all I need to do is say the following phrase you know it sounds like or it's seems like followed by repeating and summarizing exactly what they just told me and in that moment the person that was explaining their situation will literally feel and infuse in a fusion of energy like this huge thousand pound weight has been lifted off their shoulders and put aside and let's say this exact phrase oh my god I can't believe it somebody finally understands me thank you so so much I didn't tell somebody what to do I specifically didn't say the phrase I understand all I did is I really really actively listened I let that person keep talking until they were done talking and then I repeated back to them with their own words what their situation is and that person felt like this person really understands me and that's the key of establishing need you may actually know what somebody needs you may know exactly what somebody needs but unless the person that you're a negotiate that you're in a sales process with feels like you know what they need it doesn't make a difference unless the person that you're in a sales process with feels like that you know what they need it doesn't make a difference and once you've established need the rest is just coloring by numbers everything in a cell is just establishing need everything in the cells establishing need everything in a cell is establishing need when you say this again everything in a cell establishing need get it you guys don't get it it takes a little while because after 10 years of doing sales like I don't even get it all the time everything in the sales establishing need you can't sell somebody until you've established need it's impossible bull no one will voluntarily make an exchange of value if they don't feel like you understand what it is that they need we will only make a voluntary exchange of value once we feel like this person understands my particular situation and the product or service that they're offering matches my need and that's what sales is sales is not offering somebody something it's not telling them what they need it's not pushing it on them it's not trying to get their money it's an inquisitive thoughtful process where you actually become nothing more than somebody asking a series of questions and what you're trying to figure out is what is it that that person needs what do they need and once you figure out what they need and they feel like you understand if your product or service fulfills that need that's it the sale will be done there's nothing more to it all you literally need to do is say listen to somebody talk it's like I am really trying to figure out how to raise money here I've been trying this for a year nobody gets what I'm trying to do here if somebody could just show me I'd be happy to but I don't know what kind of person to go to I don't exactly know how to put together a business plan I people have told me I don't know what to do I need to raise money and if you just empathize with that person to the point they feel like you understand and I can actually do something to help you raise money that's it you'll voluntarily give me your family's life song Jules if I'm really the person that can do it so offering a solution is nothing more than making sure that you can ethically say my product or service is the thing that fulfills the need that you're looking for it does a B and C and a B and C is exactly what that person said that they were looking for and then you go to the final step which is an easy transaction and you'll know that somebody wants to have an exchange because they'll say a phrase like that's great what do we do from here how much does it cost what are the next steps as soon as somebody says that the only the next thing to do is say hey here's a system for an easy transaction and if that's online you get people to a credit card page usually you don't put a lot of stuff in front of them which we'll talk about how to do a sale online if it's on the phone say great let me get your credit card number right now we'll have that product shipped off to you in the next 24 hours if it's in person you say please come into my office we'll sign some paperwork and I'll get you you know the car I'll get you the TV whatever it is the five step sales profits is gain interest with somebody establish credibility establish need they've got to feel like you understand what they need most offer a solution which is nothing more than coloring by the numbers you need a B and C and D great I can give it to you but you until you've established need you can't tell somebody that your product or service matches what they need because it won't make any difference it won't be hearing you they won't be feeling you they won't have that emotional connection to you yet because we buy an emotion we justify the logic and then we have a system for an easy transaction and whether it's a hair salon or whether it's an online mobile app business it's the same process it's just whether somebody goes through it in the verbal conversation with you or they go through it by reading a bunch of text it's a five-step sales process which how you sell any single thing