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I want to tell you about the most
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powerful sales tactic that I have
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learned I never learned it from a book I
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actually learned it by accident and it
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will be included in the 100 million
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dollar sales book when it comes out and
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so you heard it here first but it's a
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concept that you can do as a salesperson
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to gain trust and I stumbled into this I
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ended up selling a hundred percent of
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people after I made this one switch and
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how I sold and I was able to teach it to
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people who'd never sold before and they
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were able to close 80 90 of people who
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are coming in the door mind you this is
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a retail environment selling physical
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products so rewind the clock I was
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selling supplements at my gym and the
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way that we would sell supplements is
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that we'd sell some sort of service
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package and then we'd do a nutrition
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orientation the camp the nutrition
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orientation we'd actually you know set
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them up with their meal plans and then
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we'd make recommendations for products
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now normally I would sell pretty well
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but still I always wanted to sell more
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and get better we'd killed this launch
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for like a new challenge or something
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and we had a hundred new customers there
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come in and I ran out one of the key uh
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products I had ladies come in the first
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half of the day and able to get the
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products and then some of their friends
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who signed up with them came in the
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second half of the day and were like hey
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my friend Sandy told me that I need X X
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Y and Z and I was like oh we don't have
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Z anymore and it was like really awkward
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and I was like a lady came in and so
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rather than me try and skirt around this
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clear item that was on the list that I
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didn't have I said hey by the way you
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can get this one for cheaper down the
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street at Costco so like you don't need
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to get this one from me like this one's
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a little better but I think it'll get
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the job done you can get this one after
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you've done the program and they're like
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oh thanks like that was cool after I
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made that one crossout I was like but
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you do want this and this from us and
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they're like okay cool as soon as I made
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that switch from saying hey you don't
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need to buy this one you can get that
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from over there everyone bought what I
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recommended afterwards and I was like
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whoa and so then I leaned into that and
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was like I wonder if I could do more of
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that so I could sell even more on the
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back side so then I had two products
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that I was like hey you can get this and
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this over here get this brand it should
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be at this price you can go get it it'll
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save you 10 or 20 bucks and they were
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like wow even better and then I remember
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I looked at my list and there was you
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know a lady that it was like a mass
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Gator and she obviously wasn't trying to
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gain mass and so I was like you're not
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trying to gain Mass art and she's like
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no I was like you can just cross that
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out go ahead you don't worry about that
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and so I gave her recommendation two
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things that she could get for cheaper
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and then I said you don't need to worry
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about this and then when I said hey like
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I need you to take two of these in the
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morning next to this take three of these
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take them next to this put this in your
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car so you always have it with you I
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closed everyone what that gave birth to
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was something that I used to call
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sacrificial Lambs but now call ghost
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products because it sounds better but I
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ended up over time not even carrying the
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products that I had on there that I was
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recommending out because they were so
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powerful as a sales tool for me to gain
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trust from the other person this is an
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incredibly incredibly powerful tactic
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and like all persuasion the difference
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between manipulation and help is
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intention and so if you want to help
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someone you are manipulating them but
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you're just doing it in a positive
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intent now and if you change someone's
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behavior and you have negative intent
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you are manipulating them if you believe
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in the stuff that you sell you can
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create an environment where someone will
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trust you faster by giving them a reason
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to trust you and so that means that you
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acted in their self-interest rather than
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your own so that they can feel like
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you're not trying to take advantage of
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them now if you know that they need this
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stuff but they don't yet know that they
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need the stuff then you can make a
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concession using a ghost product or
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using a sacrificial lamb so that you can
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gain the trust faster and so if you feel
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uncomfortable about not having the
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product on your menu then you feel free
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to carry a product and never sell it if
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you feel like it but I realized quickly
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that I was never selling it and I was
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always giving those ones away and so if
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you're going to use this tactic my
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recommendation is to make the products
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that you send across the street to be
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the ones that are the lowest margin
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product gain the trust by giving away
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the low margin stuff and then keep the
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high marching stuff for yourself so that
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people trust you and then they buy that
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stuff and so if you're in an environment
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where you sell multiple products this
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has been the most effective way that
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I've learned to sell what you want to do
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is give someone a vision of what their
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life's going to be like when they're
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experiencing the benefits and so you
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want to explain to them exactly how to
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take it before you make the ass what we
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would do is say hey a this one is going
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to help you do benefit benefit the way
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that I need you to take it need you to
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take it is that you're going to take two
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of these in the morning then I ask a
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question and I'm like what do you do
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every day no matter what in the morning
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do you wake up and smoke a cigarette do
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you drink a cup of coffee do you take a
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shower like brush your teeth like what's
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something you do every morning and then
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they say well I brush my teeth every
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morning I'm like cool so I don't want
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you to put this in your cupboard because
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you'll forget about it I want you to put
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it next to your toothbrush so we don't
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have to make a new habit they're like oh
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and what I want you to do piece of tape
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put a two on it I want you to take two
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of them we're gonna put an extra
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toothbrush got it that's number one I
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would go through that with each of the
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products that I have and I would say
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okay you can have all these you're good
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to go did you just want to use the cards
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you have on file now they don't have to
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take their wallet out they don't have to
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make another purchase decision they just
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have to say yes it's a one-click upsell
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that is a combination of a prescriptive
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clothes and having ghost products to set
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up trust you're also being a good coach
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by showing them how they're going to
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make this happen in the rower now this
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is obviously a consumption based product
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any product that you want someone to use
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they have to use it at a certain point
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and and so we want to figure out ways to
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associate the usage of the act of the
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product with something they're already
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doing getting someone to make a new
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habits incredibly difficult getting
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someone to break a habit is incredibly
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difficult and so we just want to
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piggyback on habits they already have
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and so that makes you both a better
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salesperson and better Coach like
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overall if you're trying to help someone
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and so that kind of selling process that
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set close getting the trust make the
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prescription Works unbelievably well and
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then if for some reason the point
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person's like well how much does this
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cost blah blah blah then you can say
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well are you on a budget and if they're
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like I'm on a budget that's like okay
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then would you like me to order these in
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order of importance and the things that
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I think you absolutely need to have
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versus things that'll just get you more
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benefits faster what I would then do is
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take off one and say this would be the
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lowest one I'd remove does this work for
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you and if they're like I can't do that
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I'd be like really getting into the Bare
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Bones here I'd be like I could take this
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one out but like this is what I want you
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to add to your diet to replace this
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thing you don't want to show that what
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you took out isn't important because
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then it looks like you're selling stuff
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doesn't matter so like these are
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ingredients but you're gonna have to eat
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a shitload of broccoli now all right so
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you okay that you know what I'll just
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get the thing okay cool now it's back in
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hopefully when you're selling something
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you're trying to solve a problem if they
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don't buy the thing then you reintroduce
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the problem that you were solving so
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it's like hey I don't want you have to
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eat a pound of broccoli which is why I
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had this they're trusting me to make the
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prescription because that's why they're
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paying you for expertise and then you
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can pause and say well are there things
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that are your old identity that you're
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going to stop doing as a result of doing
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this program are you going to go out
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less you're going to drink less or
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you're going to smoke less or you're
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going to whatever last I'm like cool
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well how much of that do you do cool we
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just found some money don't worry about
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it let's associate with these new
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activities new identity if this sounds
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really smooth I've done this a lot of
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times you'll get used to it and I think
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one of the best gifts you can have is
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trying to tack yourself into an existing
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sales process of a big business so if
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you work at a business that sells lots
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of low ticket stuff like think car
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washes massage think Nails think hair
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stuff where they just see lots of people
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every day at low tickets see if you can
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work with a business owner and
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incorporate some sort of inject yourself
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into their sales process so that you can
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get rep after rep after rep after rep
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and it will teach you more about the
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skill of selling and dealing with people
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than any course ever will and it will
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equip you for whatever you want to sell
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for the rest of your life it's one of
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the best things I ever did was do tons
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and tons of transactions at low tickets
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so that when I got to selling higher
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ticket more expensive stuff I was like
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oh my God this is a breeze if you sold
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Services let's say you sold Web Design
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Services and you had like a laundry list
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of stuff you could say hey we this is
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like we can do this but it's not
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necessarily our core capability and it
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would probably cost you more if we did
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it because we'd have to allocate more
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resources so there's guys in the
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Philippines that will do it for you I've
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got a connection I can I can talk to you
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to about after this call and if you
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really want to be sneaky about it if
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you're the owner it's harder if you're a
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salesperson owners tell your sales
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people this you can have it seem like
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they're leaning on their side of the
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table to be like hey man like you don't
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need to worry about this like just I'll
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hook you up with a number of a guy and
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then the sales person becomes incredibly
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trusted it becomes like they're on that
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side of the table but what the person
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doesn't know is that they're trying to
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sell the other stuff at the end of the
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day the goal as a salesperson is to move
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to their side of the table if you start
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the conversation across the table the
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goal to end shoulder to shoulder so that
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you're both looking at the decision
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together with the same information to
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make the best decision for the person
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and so if you can walk yourself around
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the table psychologically this is one of
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the fastest ways to do it
