When to close leads
How To Close Internet Leads In JUST TWO PHONE CALLS! With Chris Smith / Salesman Podcast
do you sell the leads that come in
through the internet in this new world
that we live in on this episode we're
going to show you how you can close
those leads in just two phone calls
hello salvation and welcome to today's
episode of the sales man podcast on
today's show we have Chris Smith author
of the best timing box the conversion
code which covers some of what we're
touching on today which is selling
closing on the phone internet basically
everything we talk about is available in
the show notes for this episode or its
sales man podcast calm involve our said
let's jump right in Chris welcome back
to the sales and podcast what's up man
thanks for having me your monologue so
glad to have you on we're going to dive
into a topic which I know is dear to
your heart and that is pitching and
clothes and going the phone but before
we get into the Nitty Gritty probably
get into the real the practical
takeaways for the audience with this
which hopefully will be getting engaged
with before the call build that know
like and trust and have an intelligent
conversation about phone selling versus
the usual nonsense that I see online
which is essentially bullying people to
close deals on the phone and ask you
this and that is what people doing wrong
when they pick up the phone to make a
sales call I'd hopefully try and pitch
and close what sick and one two things
that so many of the audience are
screwing up on well not picking it up
enough I think we live in a world where
people are typing more than or talking
and that's a problem you know a lot of
people have used the last five years
worth of innovation and technology to
avoid the phone not to pick it up more
so I would say that like when you have
all this data when you can stalk
somebody on Facebook when you can you
know Google whatever and when you can
use Charlie like some of the tactics
we'll talk about when you have those
available you can't just get fired up
with nowhere to go and so I think that
the most probably the worst thing people
are doing is not calling enough people
but the other thing is mindset and
having the right expectation like we in
my book I call it a black lab mindset
where what you focus on is what you find
so if you go in to everyday thinking the
leads are
they will be if you go into everyday
thinking if you stay focused you'll get
a deal you will so its enthusiasm its
tone and its effort that's what people
are screwing up right now so we'll come
back into the mindset piece because
clearly and the audience notice that's
the angle that I really like talking
about the psychology behind it all but
when you say not making enough calls I
just want to get your thoughts on this
and have a kind of clear clarification
on it are you saying that we should make
more calls that are precursors with
stalking people on Facebook online cut
the data or are you saying which is some
people live in this world of you should
not make Audrey calls a day you should
make 400 because you're using an
automated data that's just dialed out
down you've no idea who's on the other
end of the phone which way should we be
leaning in 2017 in between right you
know we certainly never have to call a
hundred people to get a couple good
conversations because our marketing is
excellent but a lot of the people
listening to your podcast they don't
have that luxury
they're getting leads they're
having to generate their own leads
they're having a cold call and so when
that's your world you don't want to do
it all day like if you were to curator
you will love calling people all day
because every third person has a copy of
my book every fourth person watches our
show every fifth person reads our blog
every sixth person comes to our webinars
so it's easy over here but that's not
the real world most people don't have a
40% conversion rate they have a point
four so I just think that focused calls
I will give you a tip when I was at
Quicken Loans in the boiler room
you know dialing and helping a
billionaire get richer one of the things
that they would talk about is reducing
it to the ridiculous so you could focus
on the hundred calls but what that
really does is leads to five
conversations and with those five
conversations lead two or three credit
polls and what those three credit pulls
leads to are two loans written and one
loan closed but what you're ultimately
after are five meaningful converse
today you notice saying so if you're the
person that doesn't like the idea of
high-volume calling just don't leave
your desk until you have five good
conversations think of it that way but
in the real world where people don't
answer their phone as often and people
don't like being followed up with with
salespeople you don't just sit there and
chat with people all day with your feet
up on the desk a lot of it is dialing to
get the conversation going now if you're
asking are most people calling leads
without the right insight without the
right Intel without the right focus and
purpose absolutely there's still that
kind of old-school like hey here's 100
leads go close them for me when
meanwhile again we can't get past five
leads without getting a deal because of
the data and the systems that we're
using to analyze who we call so I want
to touch on the insights and you use the
word purpose then so I'm intrigued is
that but I don't want to spend the rest
of the conversation on this I when I go
into a talk phone call and we can assume
some of this has been in place but what
insights at a bare minimum should we
have if we are you know if we're inside
sales if you're making phone calls
what's the bare minimum insight that we
need to then drive a purposeful
conversation I guess well that's part of
this right is the more you ask for when
you capture the lead the last leads you
gets if you want a lot of leads with
very little Intel or do you want very
few leads with a lot of Intel that's why
I like the Goldilocks zone I like to
just write his own write I like a good
volume but I don't just want a phone
number and a prayer right I want a
little data or intelligence so for us
it's about identifying like I'll give
you an example in real estate you know
you're a real estate agent you get a
lead from Zillow you get a lead from
Holmes comm you know it comes in well
the the wrong way to call that lead
would be to call it say hey this is Judy
from Remax I'm calling about the
property you found on Zillow how are you
like that doesn't sound too bad you're
introducing yourself you're saying who
you work for you're mentioning the lead
source but the more specific you are
with your opening the longer your
balls will go and conversations lead the
customers so what we do is we try to put
as many Nuggets as we can in our opening
statement
hey this is Judy calling from Remax I
saw that you found a home over on Main
Street
it's a 3-bed 2bath it's listed for two
eighty nine nine and it's been on the
market for about six months how are you
that is such a different call imagine
somebody calling me hey Chris we'd love
to work with you and curator we've got a
technology that all of your clients
would love vs hey Chris I saw that
you're traveling and you're in Boston
and you're really busy right now and it
looks like your company's growing really
fast that's all that you got featured on
entrepreneur the other day props for
that is there any way I could get five
minutes of your time next week when you
get back
who gets the sale right I'm what's going
on that Chris just to dissect that a
little bit more because that is it's
almost subtle but I can feel the
difference and I hate talking about kind
of feelings on the show I prefer data
there might be data to back some of this
up but my gut feeling is that when you
just include in over two sentences you
give more of a is that what's going
on those as simple as that
it really is that simple it basically
means that you're separating yourself
from the other cold callers because even
if you're not cold calling other people
are even if you're not calling leads you
know does it opted in you're still up
against this sales guy perception so
half of it is just like there's no way
that that would be an accident think
about all the robo calls like you said
all the dialers all the things where you
call hello then they don't pick you know
people are sick of the tricks so just
use the data you have at your fingertips
like I know one of our clients she had a
really good conversion where she knew
the street the home was on was like one
of the cutest streets in her town and
there would be no way to put that
automatically into a drip campaign or
put that into a script but you know as
soon as she said hey you know you guys
live on such a cute Street I've always
been jealous of that cold ASEC that was
what converted the lead so
nuggets like even back at Quicken this
is before social media before really big
data social selling before we had all
this you know they would at least give
us their current loan amount their
current home value their current
interest rate so that I didn't just say
hey is John available
I said hey John I'm calling about your
property over on West Avenue looks like
it's worth about six hundred you've got
a loan for about four hundred and your
interest rates about six percent did I
catch you at a bad time
right like so your that those nuggets
are exactly you said you feel a
difference absolutely and what's
interesting you're not you're not
pulling out anything there isn't
somewhat obvious in that you can do that
analysis in five minutes in four minutes
and three minutes before you pick up the
phone right we're not saying and I've
missed you kind of alluded to this at
the top of the show of we're not saying
spend an hour researching someone before
you pick up the phone and then because
they might not even answer yes yeah is
there it I mean we're your team
especially is there a kind of time limit
that you put on these kind of research
tasks or data polling tasks speed is
very critical to conversion so we're not
going to go spend an hour researching a
lead that hasn't answered the phone yet
but through databases and CRM is like
there's an app it's a web app called
Charlie app and I love it like you it
literally it plugs into your calendar
and so if you've got a call at one
o'clock with a lead and you've got their
email address it'll give you all this
information it'll show you your
connections in common it'll show you the
school they went to it'll show you their
common passions and if they were
featured recently in the press and what
they've been tweeting so I love Charlie
app because there's another cool way to
do it like if people have never done
this they should try it like google your
name and look how many results there are
and then google your email address and
look how different it is and that's what
Charlie apps doing is it's grabbing
their email it's finding all that big
data and it's bringing it to you
so yeah we can do what we call a pre
call stalk we do it on every call and we
can do it in 30 to 60 seconds because
it's a combination of what I collect on
the form plus what these tools go find
so yeah you don't want to be creepy will
you don't want to be like oh I noticed
that your wife and you had a great date
on Friday well what'd you guys do to
Applebee's like you don't want to be
creepy but yeah like what they gave you
on the lead intake form plus what's sort
of available publicly with a quick
search I call it a bullet with your lead
name on it a custom bullet well I did
this and I was ah I thought I was on the
verge of creepy but it paid off I was
chatting with one of the companies that
works the show I was getting essentially
pretty relatively far up the food chain
probably further up the food chain than
I should be out of call with them
they're just interested to see what the
show is about the progression of it the
kind of narrative that we're writing in
them into our kind of like advertising
and how we're placing them in front of
our audience there was intrigued because
they could see that we've gone from
nothing to six hundred thousand dollars
a month from the the audio side the
podcast in you know eighteen months two
years and so they wanted to pick my
brains and kind of make sure that I
wasn't full of basically that was
the conversation that we're having so I
went on Google to put their name in
nothing more sophisticated than that
there are an Instagram they've done a
bunch of traveling I think they've been
essentially on a mini sabbatical for the
past three months or so and they just
come back into the office so now we're
kind of you know nicely and it's a
compliment I was one of the first things
they wanted to look at and dive into and
so I just mentioned that and then we had
a 45 minute and this is I believe I've
not done any business in the east but I
believe this is our business still in
the east of where the 45 minute
conversation throughout this lady's
traveling the hiking and I do a little
bit of hiking and stuff around here in
the late district in the UK and we had a
conversation about walking boots that's
what we ended up talking about for a
good 45 minutes or so we talk five
minutes of business and then we kind of
wrapped up the deal that was what
essentially she passed the deal okay the
deal and passed it back down to the the
people that are sourcing out and that
was such a pleasant conversation to have
and it was I think five years ago it
would have been borderline creepy in
that she
would have had that photos that
information at data on a private
Facebook page where is now she put out
there exactly and you know it's funny
it's mine says sometimes it's
generational
sometimes it's ideological sometimes
it's still Asafa chol I don't know
but like I know that like in the past if
somebody knew that about you it would
annoy you
it would have been creepy but like for
me well like listen if you ask me what
I'm up to
I'm mad it's like check my Twitter man
check my Instagram you didn't
look at my Facebook page like like like
it bothers me when people don't know
what I'm up to you know to me like don't
text me and be like how's everything
going see what I'm saying that's a big
difference like go look at my facebook
look at my Twitter look at my Instagram
look at my LinkedIn I can guarantee you
in five minutes you'll know what I'm up
to so you don't want to start
conversation saying how's everything
been you want to start conversation
saying man I've been paying attention to
what's been going on and I'm impressed
and that's why I wanted to talk to you
got it got it okay how do we and
sometimes just happens organically but
how do we transition from this
importance essentially ribald rapport
building step how do we transfer from
that into talking about product or
service and then obviously moving into
the clothes is there a is this a switch
that we hit well I'll tell you what I do
for me is I teach it is what's called a
20 20 20 sale so that it makes it very
easy for a salesperson to go into the
first 20 minutes of the call not
thinking about that turning that corner
we literally break it up so that we
spend 20 minutes figuring out what your
problems are then we spend 20 minutes
developing a custom pitch based on what
you told us then we spend 20 minutes
pitching it and closing stead of saying
yep so that's actually why because a lot
of sales reps especially new ones
when they start a kaulder in minute 30
thinking about the credit card you know
I mean they're in minute five thinking
about the kill they're not thinking
about the courtship and so we just make
the courtship the whole first 20 then we
take a step back and we leverage the art
of war that we know we're going to win
or lose the pits before we pitch it so
we spend 20 minutes on the phone digging
deep 20 minutes developing a pitch and
helping each other like our sales guys
will sort of be like hey here's what I'm
thinking like what do you think of this
pitch here's what our situation is
here's what I'm thinking about pitching
and then we call them back like we let
them go we believe in attracting not
chasing so we actually hang up with them
okay I'm going to spend 20 minutes
because I don't want to do a pitch
that's not catered to your situation so
let me get my together call you
back and when I call you back I'm going
to ask for your business if there is
there any reason you wouldn't say yes if
everything I present makes sense so I'm
doing a pre closed well before I've ever
pitched because guess what we'll
everything makes sense before you've
heard it okay Chris so let me just get
this right in my mind because this I
think this is it shouldn't be unique but
I think it seemingly is of we got plenty
of people calling the show or learning
people trying to pitch me to come on the
show only one person is come on the show
to talk about this in it like a one call
close and the conclusion of that
conversation was that this individual
just crapped on a marketing before they
even get on the phone they've done a
prepped on a qualification through
content all kinds of cool stuff yeah how
much is their product cause well think
about sent out ten thousand dollars so
yeah they're they're going after they're
trying to shoot fish in a barrel right
they've got an isolated targeted
audience and that was the conclusion
from it because his page to come on the
show was that I can close anyone in one
phone call but then it was through going
through the layers and digging down and
get deep and it was a useful show I hope
for the audience of when you get to the
bottom it wasn't a one called clothes it
was a free month marketing campaign with
a phone call at the end of it to
essentially collect the
cash there was no selling at that point
and it so it's interested in a different
way of looking at things but I think
what you're proposing here Chris is
still really interesting and different
but from perhaps of b2b perspective
probably more useful of and then tell me
if I've got this right so you collect
data you have a phone call you are
grabbing information for 20 minutes then
you pre prequalify or pre-close have a
little bit of time come up with a decent
pitch that isn't just and kind of the
standard deck right if you hatered it's
custom it's like why is my newsfeed on
facebook custom but your sales pitch
isn't so we'll come to the pitch in a
second we'll dissect that and then we
have the pitch and then we have another
20 minute conversation to kind of wrap
things up and tie it together is that
the structure that we're talking about
here absolutely
step one establish there's a problem
step to develop a solution step three
present that solution and ask for their
business because when you say like that
and when you're staring down at me
through the camera here it's simple and
I think that's why I'm intrigued as to
this because it's so simple and I get so
excited when it simple and kind of like
processes come and get any components in
the show because seemingly everyone is
trying to sell weird techniques people
are trying to people write in books on
the seven step process to close anybody
seemingly what you're saying here is
you've got the right people coming in
the funnel and so it makes sense for
them to move along it and you're just
doing the right thing as you progress
through which again is it's almost a
no-brainer for me to say it but I feel
like I've got to point that out it's sad
but it is important and and I do think
that we complicate sales we make it
complicated the leads don't like I have
a drawing in my book that it's the
science of sales and it's it's as simple
as drawing but that's why it's so easy
to remember it's literally you know your
job is to get people more emotionally
excited than the cost during the time
you have their attention that's sales
and there are tactics well inside of
that there are techniques that we'll
cover in a minute that will cause
people to sign up the same day you talk
to them but that's a tactic that's not a
strategy okay so we've got we've
collected the data you prequalify them
or pre-close them on the phone with the
consent ins that you described before
Chris what does it look like then when
you build your presentation clearly from
the conversation so far it's bespoke but
what does it physically look like and is
this event you're emailing over
beforehand to have a couple minutes to
look through it and then you've got on
the phone and go through with them how
is that structured that that would be
the worst mistake you could make well if
you never send the deck or the order
form or the pitch before the call why
not we screen share because people then
will like I remember what I was selling
software in offices and I went to coach
some of the guys that weren't doing as
well and like you said the basics
sometimes when I went to a shadow this
guy in Alabama and before he would start
his speech he would set the order form
down at each each person's spot and I
was I was watching as about half the
room looked at the order form looked at
the price and basically dismissed the
pitch before it happened you can't
reveal the terms until you build the
value nothing's worth the cost
until the benefit has been explained
even if it's five bucks right so that
simple mistake of like like you want
them looking at you you want them
listening to you order forms don't close
people people close people and so he was
making a huge mistake because it took
their eye off the ball it caused them to
judge the product before they knew what
it was he also would stand at the back
of the room and everybody would face the
screen together
that's a lamb not a lion right a lion is
going to face you a lion is going to
stare you down like you mentioned so you
never want to give them the information
because the reason you exist is to
explain that information I wrote down
you said something similar then of the
value hunt been built yet and I was
going
my best guess ur why that didn't work
but then this also goes into the world
of social selling and all the hype and
the buzz that's around that at the
moment of all we just undiscovered into
the mindset are we just scared about
asking difficult questions and it is I
differentiate between people who are
going to have crazy success in kind of
2017 2020 2025 is that going to be the
thing that you are hired upon the fact
that you don't you don't necessarily
hide behind emails the fact that you can
have an intelligent conversation and ask
tough questions is this a skill set that
we should be we don't already have we
should be doubling down on because it's
gonna become more important over time do
you have a lot of Millennials like I
don't know the demographics of your
audience but millennial the Millennials
that work for me are petrified to speak
to people over the phone yeah my cousin
like came down to stay with me in
Orlando for a week and like we never
talked once to coordinate it and like
I'm like I'm only 37 but I'm getting old
school like she would text me and I
would call her and I know that they say
is that right it's like what a dark I'm
38 and I do this and and so this is
interesting to me in this project in
front of a time of the market as
Millennials get into buying positions
will perhaps want to be communicated in
a different way but I'm 30 and I'm so
I've got everyone knows a guy sorry I'd
say it's constantly breaking down rotary
engines like a sports car and it's at
the garage at the moment and I'm always
texting the guys at the garage
rather than ringin them and they would
rather text me in it when I do ring them
because I'm not had to reply because
clearly the busy and and when I ring a
big alarm goes off so that they can hear
it to go to the office you can tell
they're less interested on the phone as
you know them serving me as what they
are when they text me and I get you
where have a smiley face whoever over
text and a miserable bastard when I'm on
the phone with them so it's perhaps a
conversation for another time as
Millennials age up into decision-making
positions but I you know that resonates
with me that I would rather get a text
chat and solve a problem whilst doing so
here's what it is well you would rather
text until you would rather talk sure
and at that zero moment of truth as
Google calls it they've got to be
willing to pick up that phone and talk
to you like a human being
because yet the texting is a part of the
process but it's not the whole process
and so I do think that your points are
valid like there's transactional stuff
like this but what if the guy's text
would have been like it's going to cost
three times more than we thought you
would want to talk you would want to ask
why you wouldn't want to keep going by
text think about when you go to a nice
restaurant will you go to a restaurant
you enjoy the entire experience it's
literally an hour and 58 minutes of an
amazing evening with friends because you
didn't want the check yet right you're
not ready for the check but what happens
once you're ready for the check will and
it doesn't come you can undo the entire
evenings worth of joy by making the
check take two to three minutes longer
than I wished at the very very end so
that's what this is like the texting is
the dinner but like we got a we got to
charge people's cards right and for that
moment where I'm swiping and you're
signing right even real estate Zillow
blew up at Realtors are busier than ever
because while we're going to text and
we're going to DocuSign and we're going
to tweet each other or whatever the
you want to do because you're right I
want to do what you want to do I want to
make you happy but eventually we're
going to sit down at a table and find
some eventually you're I'm going to
get in your car and go look at a place
see them saying so unless you are an
e-commerce cart like when I sell books
we'll I don't have to talk to anyone you
don't have made but curator cost $1,300
a month our upsell cost three thousand
dollars a month we have a six month
commitment that requires a conversation
I bet you didn't buy that car on a text
message only did you no not at all
what's interesting here I like the
analogy of growing out from
miel in that if you ask for the check or
the bill as we obtain in UK and it
doesn't arise I'm probably not going to
tip them if it does arrive I'm probably
going to tip them just by default and
that's the the gap in value of a meal as
somewhat commoditized experience is what
makes it different and then that little
peek of you know shitty service at the
end of the conversation can drop all I
could work back down and perhaps that's
what we're doing in sales if you're
screwing up all the work the marketing
team did you're screwy tournament yeah
and and and you're absolutely right
isn't part of the beauty of a great
server a great waiter or waitress to
know when to drop that check to know
when to be there yeah yeah yeah yeah I
love it ok let's let's rain things back
miss ICANN Chris and get on to the pitch
essentially so I think you said you
would screen share route and clearly I'd
kind of baited you with this question
but you wouldn't send the document over
beforehand you'd want to screen share
and go through it with them what does
that look like when your team are going
through it and what I mean by that is do
you literally just show you screen is
your team on the video in a bottom
corner so that there's still
face-to-face contact going on as well
and how is that how is that presentation
done and how does that transition into
the clothes sure yeah I wish we could do
more of the live webcam stuff not
everybody's up for that on the leads
like our guys would do it every time but
you know sometimes the whole point of
the internet and the phone is that you
don't have to be kind of camera-ready
so we do it as often as we can believes
GoToMeeting and we share our screen and
we you know pull up a deck we have a
deck so in case the internet goes down
in case we can't do like a live demo of
the software we have slides that keep us
on track you asked earlier you know what
happens when the conversation starts
going off the rails about boots well
that's what the decks for right that's
what the frameworks for is to help us
understand that we're three slides into
12 and we've got to keep this thing
moving and keeping it keep it at the
right pace but the the first thing in
the pitch will is actually something
everybody for
is to do the first part of a pitch is
simply recapping everything that you
heard earlier in the call that went into
your pitch it's called the five yes
technique so we would share the screen
but it would be like a so before I show
you what we can do and before I show you
our solution I wanted to just make sure
earlier I was listening and writing
everything down properly so you
mentioned earlier that your primary goal
is to sell your home within the next 30
days right okay and you're looking to
move into the three to eight to eight
zip code for your next place right okay
and the most important thing in your
next home is you want a huge backyard in
a pool okay and your budget is between
four and five hundred thousand that's
right right okay great
that is actually how you start your
pitch it's called the five yes technique
it's almost back to the restaurant
analogy okay so you want a steak
medium-rare hold the salt add the butter
like when the server reads that back to
you you feel like the kitchen will get
it right but when you give a server a
complex order and they don't like say
back to you what you said to them you're
a little nervous if they'll remember
like the no mayonnaise or whatever that
kind of request may have been so we call
that the five yes technique so we
actually just want them nodding their
head yes is ultimately what do we want
the 60s but that would be how you would
start the pitch would just be a recap of
their goals
I just want to compliment you on it so
near Chris so other people have said
similar things on the show but it's
always been from a perspective of we
want to and the b2b some kind of study
that backs this up but we want them to
be saying yes and then yes and then
after five six yes if they're more
likely to say yes the next time and so
essentially you're manipulating them
through kind of it your like the way
you're communicating with the you're
framing questions at the CS answer and
so that's kind of tied into as well of
course that's a nice effect but the way
you frame that then I thought was really
intelligent of you want them to feel
secure that they've communicated with
you what they actually want and that's
that's it's the same point
or it's from a kind of a better place
almost in that I know if I was making
calls my sales manager said make them
say yes five times yeah we've got them
on the phone sleazy yeah but then you
say the same thing to make them say yes
five times so you so that they're happy
that you know that you're both on the
right track the same thing just frame to
dick well here's what this comes down to
this all just starts with intent yeah
like there's heroes and villains there's
good and evil
there's sleazeballs and ethical people
right and I've seen both versions in the
boiler room the way I talk about it in
my book is that with great power comes
great responsibility
these are not tactics if you're using
them and you work for a good companies
with a good product this solves a good
problem for the person this is a better
way to have a conversation and so I
actually think whether it's a tactic or
a trick or it's actually truly a good
way to talk to people that actually
comes from your heart not from your head
you know man
and I came from those boiler rooms where
it was yes yes yes yes yes but that's
what the conversion code is that's me
sort of applying all this old-school
sales training to a modern era you can't
just turn and burn leaves anymore you
know 20 years ago well let me tell you
what would happen if the lead would have
pissed me off on the phone I would have
told him to go off because he
wouldn't have gone on Yelp he would have
gone in a Facebook group he wouldn't
have gone on Twitter and bashed me in
front of hundreds or thousands of people
but we live in a different world so yeah
you definitely don't want to be you know
the Glengarry Glen Ross mindset in a
modern world but if you apply some of
those tactics that are proven to a
modern world that's that's how you crack
the code you know that literally is the
conversion code so the five yeses is
recapping what they said and then we
transition into our pitch and that's an
acronym will that I use called FB T and
by the way you said this before like if
we were sitting together because this is
about pitching over the phone I want to
make one note here like had I been right
down everything you were telling me if
we were belly-to-belly I wouldn't need
to do the stupid recap you would have
been watching me write that down
you see what I'm saying put over the
phone I don't see that physiology is 55
percent of how people communicate so I
don't see the head nodding I don't see
you taking the notes if I'm the lead so
that is actually part of why we do these
techniques is because we lose the visual
cue so we have to add a verbal cue if
that makes sense the pitch itself is
called feature benefit tie down a
perfect pitch over the phone is going to
be four to six FB T's so I'll give you
an example in your world well let's say
you were if you are going to pitch a
sponsor like I've seen you working with
some awesome companies I won't okay you
mentioned you mentioned who you are and
just for context you Salesforce or
HubSpot they're kind of on board at the
moment awesome
and in freaking problem areas up you
know the man seriously
but like HubSpot as an example if you
were to pitch why they should be a part
of your show like what would have been
one of the reasons they should work with
you will what would you have said the
main reason that they I not be open
honest with this for the audience
because they're like the context of it
the reason they wanted to work was for
all the live content for example was to
get the products their sales product in
front of my audience which I think they
were not struggling because the geniuses
over there but they were kind of like
not not do it they were they were
working out input the process of working
out how to get in front of that end user
sales person versus the sales leader who
seemingly are easier to get from top so
I've got them in droves we've got there
were 600,000 downloads a month of sales
professionals mainly on the top right
there that's the feature right the
feature is 600,000 people downloading
our podcast but the problem the problem
will is like people go from feature to
feature to feature to feature what is
the benefits of HubSpot that those
600,000 people listen and do they agree
that there's a benefit so feature
benefits
down would be something like hey we have
600,000 sales professionals listening to
our podcast the benefits is out of you
is as HubSpot you know how much time and
money it takes to grow an audience that
size would it be nice to start marketing
to my audience next week instead of
building your own podcast it takes two
years to gain traction that's a tie down
right so so the best salespeople they do
these little what I call little mini
closes right like if you say hey we
actually have huge distribution in I
Heart Radio you guys don't even have a
show in I Heart Radio yet the benefit is
that I heart actually has a huge engaged
audience that listens for twenty two
minutes you guys want to be an I heart -
right and so we are asking them a
question and then waiting for an answer
at the end each one of these oh yeah
this is not a rhetorical question that's
actually when it's bad when it's like
you want to grow your business right you
want to get for sale people right it
actually has to be a very natural
question like like would it help HubSpot
if six hundred thousand more people a
month we're seeing their logo does that
tie back to your goals for the year okay
cool let me go into the next thing we
can offer you so its feature benefit tie
down and just think of it as walking up
a set of stairs most people to get them
more excited than the cost you've got to
do four or five of these features
benefits and tie downs but if the person
literally says yeah we'll we'd love to
get this thing going quickly yeah will
we totally need I heart distribution
yeah will we do appreciate that your
audience trust you that's why we're on
the call like as they're agreeing with
each of these features and benefits
you're closing them that's the biggest
mistake it's not always be closing at
the end it's always be closing as you go
you know to me you don't close at the
end it's not feature feature feature
feature are we doing this you know I
mean you don't ever ask a question when
you're in charge here's what we're going
to do here's how it helps you do you
agree that that part of it helps you do
you agree
this part if it helps you this okay
great well now that you've agreed that
all these parts help you here's what
happens next that's our transition like
we're assuming to sale that's what this
is its feature benefits i down and their
answers and their excitement in those
answers allows us to know exactly when
to close so I want to conclude that
transition into the final part of this
and I'm conscious of time here Chris so
I just got one question on this and it
might be me just being overly interested
in your kind of thought process behind
all of this and I might be adding to the
problem here of trying to over
complicate it all but with these steps
are we starting off with something
that's easier for them to say yes to and
then moving up the kind of emotional
rollercoaster or do we not need to go
that deep into it we're just asking
solid questions that they're always
going to say yes to
I love the deaths where your heads that
and it's actually really smart like you
don't want your your best land mind
first right like you don't want a
crescendo with your fifth best feature
you would almost want a crescendo with
your bread and butter so yeah we we sort
of start with the more simple stuff you
know we're going to put your home on
line that's going to get it on Zillow
and here that's going to get you
exposure you want to exposure on those
sites right right okay great we're going
to get a photographer you want great
photos right or you say oh say so it's
sort of like yeah you want to build into
it the other thing is you don't want to
blow your load because sometimes you go
to your fifth tie-down which is your
best one and they still aren't quite
sold so you don't want the the feature
benefit tie down you need the most when
they're not quite sold to be your worst
one you know it's kind of like you're
think of it like I don't know how much
baseball you watch I'm not a huge
baseball fan but the team's really stack
the lineup at the front
hitters one through five are much better
than hitters six through nine but like
if you only have a good one through four
there's never anybody you like they
never score because the fifth guy never
brings them in see you want to have
really good stuff but you do want to
think of it like you're building towards
the chorus of the song you know for us a
curator
one of the biggest features and benefits
of working with our company is that we
set it all up we maintain it and we do
it for you
you know curator does it for me and so
instead of starting our pitch with hey
we're going to build the site we're
going to run the ads we're going to
write the articles we're going to send
the emails
wouldn't you rather spend your time with
people instead of more passwords that's
our big like whoo yes
okay great here's what happens next so
we end with it we don't start with it I
would say you want to start with a
powerful one but you want to end with a
more powerful one and you also want to
sandbag and save one really good one in
case they're not quite there love it so
this comes into the perhaps the art of
some of this and what we'll even if you
follow a process they'll still be some
separation in the team of the people who
really get it the emotional intelligence
of this the empathy that you have the
ability to build rapport and a bond and
yeah I love this Chris and yeah like if
you were pitching somebody moving or
selling a home you know your fifth tie
down or your fifth yes would be you know
your husband got a raise and you guys
are finally getting into your dream home
right right yeah you want to sort of
build towards emotional start with logic
even just the voice to use then of yeah
it kind of does I can I can I can see
you all baby yeah I can see you on the
phone just loads its what's interesting
is though the subtleties to all of this
that I don't even think we've touched on
like the nuances of arms probably
another show for the future
Chris and we asked you this and then put
you on record with the audience here do
you're a hard stop in like a minute or
have you got there were five minutes
just to wrap up I can wrap it I can
finish up in five minutes no problem
good stuff the audience appreciate that
Chris sales nation appreciate it okay so
we've got the five tie downs how do we
ask for the business what is that you
know the they've got warm fuzzy feelings
inside them
we know that the chomping at the bit to
say yes they're happy that genuinely
they're happy they're not they're not
feeling weird and manipulated from that
point then how do we either get their
credit card details or you know agree
for them to kind of raise
what they gonna do yes it's three final
steps which would be you have to
transition from the pitch to the clothes
right because you were pitching and so
at the end of your last pitch and they
say yeah that does make sense will you
know you're still asking to buy you're
just going to agree with these features
as soon as they've agreed and you know
it's time you're going to say okay great
well here's what happens next and then
you foreshadow what happens now that
they're moving forward if you agreed
with all these features and benefits I'm
assuming that you want to do this so I
want you to know what happens now that
you're signing up and as you foreshadow
that process you know for a realtor
we're going to call our photographer
we're going to call our stager we're
going to look at calm so we're going to
get a long sign like you're basically
just rattling off what happens now that
you're moving forward and then you use a
technique called the trial close the
trial close is basically hey based on
these next steps I have a question
would it be better for you if our
photographer came during the week or on
the weekend would it be better for you
if the appraiser came during the day or
in the early evening would it be better
for your first coaching call to happen
on Tuesday or what happened on a
Thursday so that's called a trial
question a litmus close and what happens
is if they say yes to that or they
answer that that means they're 100%
closed excuse me
the last technique would be called the
slot close right so here's what happens
next trial close they answer that and
then we say okay great and then as far
as the payment did you want to use a
credit or debit card
okay great as far as me coming to look
at the home I've got two o'clock or four
o'clock on my calendar tomorrow Oh as
far as getting started did you want to
use a personal or a business card for
your first payment so it's still two
questions it's still two answers that's
why it's called a slot close so you
transition to the club
you for shatter the next steps you ask a
non-threatening question about the
process and then based on their answer
to the trial clause you know it's time
to do the slot close if you never give
people yes-or-no questions
you rarely get no answers I love this in
that your formal in them in and non
freshening with the words I wrote down
as you've gone through that then the
thing we've all been in this scenario
will be getting on the phone and
immediately abruptly they say you know
when the best times me to come over
Monday or Tuesday and you like no not
quite there yet but when you are getting
them to agree to things as you go
through and you're almost almost basing
objections at this point as well and
when you get them to say you know it
would be good this time rather than that
time for someone who isn't you perhaps
and putting the the pressure out of the
conversation of just you two and then
narrowing them down I really like that
I've been there's real value in that and
with that Chris before he tells a little
bit about the book I've got one final
question I'll ask you before I'm gonna
ask you again and that is if you could
go back in time a speech your younger
self what be the one piece of advice
you've given help them become better at
selling sure yeah I don't want to give
the same answer that I gave last time so
I want to think about this I think that
the advice that I would give myself
would be to stick to have gotten more
focused at a younger age like like I
feel I know everything happens for a
reason I don't look back and regret I
don't really like change I don't even
really like questions like this no
offense but like I met I never got my
together until I got my girlfriend
pregnant had a baby got married like
like I waited for life's external
circumstances to get focused and but I
always had that inner focus right so if
I if I had to go back I would say you
know instead of you know waiting until
my late 20s and and and and and and and
and getting kind of forced to get my
together through mistakes I made or
through challenges I was
going through I wish I could have been
you know as motivated to provide for
three people as I was once I really had
three people so do you see never me like
she think that do you think that I'm not
sure because that's why I'm entry to of
all of this because I know there's
plenty of 19 21 22 year olds that listen
and I know I was an idiot you look back
six months and I was an idiot
never mind kind of look back I'm 30 now
looking back when I was 20 I had no clue
and I run a small business when I was
running and paid myself for universities
there's there's something there and I
was selling to do it and but I'm not
sure and because I'm interested in you
don't like the question that's why I
want to just touch on it of is it that
we have to go through trials and
tribulations you think to come out the
other side and really kind of a day the
catalyst for a lot of this a lot not
nice to have financial success but to be
emotionally wealthy I think you probably
do I mean I was around people that were
23 24 making 4,000 bucks a week that's a
lot of money when you're 23 $4,000 cash
in five business days but I think that
it's an interesting question well you're
either driven by stuff or stuff right
you're either driven by the cars and the
clothes and sort of the Tai Lopez
mindset of you know money girls cars
being the endgame or you're driven by
the garyvee mindset right which is that
the legacy is greater than the currency
you know so I feel like you don't have
enough life experience at 22 or 23
usually some people do but usually there
aren't enough external motivating forces
at that point to get you to a 10 or 15
or $20,000 a month mindset income was
the external forces that motivate people
are the jet the car the clothes and I
heard a great quote from Ben Horowitz
I'll leave your audience with this he
said you know as you grow up you think
that
the reason you want to be successful is
that you can take things out of the
world you know you can you can go get
things and bring them to you
and and once you become a millionaire or
a billionaire as he described it you
actually start becoming much more
fulfilled by what you give back to the
world but by the things that you
actually are going to try to leave with
others not the things that you are
trying to take for yourself so I'm just
not sure that you can be motivated by
more than money if you don't have a lot
of other external motivations but I can
promise everyone listening that like
happiness and financial success are not
always directly correlated ultimately we
want to make money we want to have fun
but we don't want to do it at the cost
of our work-life balance at the cost of
our health you know some of those other
intangibles so yeah I'm not big on going
back in time machines and changing
things but I do think that the best
pressure comes from inside you not from
outside of you and so if you're mostly
successful today because your sales
manager has to coach you because your
boss yells at you because you're you
know appointments that are books
appointments for you like look inside
like like if you don't have motivation
from within if you need Gary Vee or Eric
Thomas or Tony Robbins to get you fired
up every morning see if you can get
yourself fired up Chris well there's the
topic for the next conversation mate
this internal struggle a mindset you can
coach me on this and coach the audience
I appreciate that and kind of just drop
off it tell us a little bit about the
book you've and kind of like hinted
towards it very politely during the show
give us a little bit of a pitch and tell
us what we can find out more about you
and creator as well yeah the conversion
code is a best-seller Amazon bestseller
USA Today bestseller it's being
translated into a ton of different
languages audible bought the rights I
went into a studio and the audio it's
like seller be sold by Grant Cardone and
the conversion code you know almost one
into an audible every
Ingle day so the audible book is there
it's on Amazon but it's really simple
how do we capture lead using the
internet how do we turn those leads into
appointment using technology and people
and how do we turn those conversations
into closings through a lot of the
tactics that you and I just discussed so
you know I'm a big fan of you know Brian
Tracy and Zig Ziglar and Grant Cardone
and and all these sort of sales trainers
that have influenced me I just think we
live in a new world you know if you've
never actually had to call internet
leads to feed your kids it's really
tough to coach on it and I have I mean
it's too early to that's and that sounds
to be total haven't showed it to this
episode of sales and podcast calm
without grace on thank you for your time
on thank you for jumping on for another
ten minutes I really appreciate that
make the audience to as well well thank
you for joining us on the cellphone
podcast thanks
[Music]
you
