Conventional wisdom in sales is that everyone is a potential customer. You hustle as much as you can, get in front of as many people as possible, and always be closing (ABC). Following this thinking, your clients decide if they want to work with you and then you feel an obligation to accept them.
Basically, anyone who can draw breath and pay your fee, is your client.
That is a horrible way to run a business.
Don’t get me wrong, I hate to turn away a client, and I really hate turning down money, but as a business owner who knows how to sell, I have limitless opportunity. Here’s why:
I know who my ideal client is.
I know what they read.
I know what groups they belong to.
I know what issues keep them awake at night.
Since I know the answers to these questions I go out and speak to rooms full of people who are ready, willing and able to work with me. I write articles that are published on websites my ideal prospects visit. And I address the issues of greatest concern to my ideal prospects.
Then, when these ideal prospects seek me out, I choose my client.
Here is a transcript for this video:
You chose your clients. That’s right, you get to pick the people with whom you work. Most sales folks, most business leaders, and every professional I know thinks of themselves, I got to go out and I got to find as many people as I possibly can and ask them to work with me because most people are going to say no. This isn’t true. You get to pick exactly who you want to work with, and I’m going to demonstrate how you do that.
The first thing you do is you look at your ideal client, you interview them, and you ask them what groups or associations they belong to. Then you ask them what they read. Do they read trade magazines, or do they read websites, or do they get newsletters? Then the third thing you ask them is what is their biggest concern? When you ask them what their biggest concern is, think about it in layers. What are they concerned about related to the economy? What are they concerned about related to their industry? What are they concerned about related to their company, and what are they concerned about personally? Look for things in there that all people who are like your best client have in common, and then you’ll get some clues as to who they are, where they go, what they read, and what they’re concerned about.
Your goal is to get into a room with people who are just like your ideal client. Imagine being a room where 90% of the people were like your ideal client. Then you demonstrate your value to them. You do this by speaking, or by writing an article that addresses an issue that they’re all worried about, or you do this by solving a problem for one of them and helping that person communicate your value to everyone else. At that point, people come to you instead of you going to them, and then you get to pick your client.
That’s how a sales system truly works. A sales system helps you identify your ideal client and drive those people to you. Then once they come to you, you select who you want to work with. You pick your client.
Why am I resisting taking action to get what I want?
That’s the question you need to ask yourself.
Most often, the reason people don’t take action is fear. Specifically, Fear of Failure or Fear of Success.
Want to know more?
Watch the video below.
Here is the transcript of this video.
Why are you resisting taking action to get what you want? Something’s holding you back and that something is fear. It could be fear of failure or it could be fear of success. You have to decide, which it is for you.
Fear of failure means you’d be embarrassed if you tried to something new and it didn’t work out. Everybody would talk about you. People would know that you tried something and it wasn’t successful and you’d be ashamed.
Fear of success means you would try something and it would go wildly well and you would be far more successful than you ever dreamed of and when the success happens, people won’t like you anymore and that maybe exactly what’s holding you back.
Those are the two things that hold people back most often.
Fear of success or fear of failure.
What you need to do, is you need to look yourself in the mirror and you need to say “I’m willing to tackle this obstacle and I’m willing to make the changes necessary to upgrade my life.”
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Last week I had an opportunity to do something I truly enjoy. This past Thursday and Friday I worked with a group of smart business leaders at the Strategic Sales Academy. During our time together, I shared successful sales scripts, debunked some myths, and helped the attendees adapt my system to their business strategy.
This – helping people make money and take control of their future – is something I love to do.
When we wrapped-up at 5 PM on Friday I was even more excited than I was when the session began.
Because at dinner that evening I heard all the ways the Strategic Sales Academy Alumni were going to implement these new skills.
On Monday when I called to follow-up with everyone, I was blown away by how many of the attendees told me that my passion and enthusiasm was infectious.
Each attendee was committed to taking action based on the information they learned because I SOLD them on their future.
This is a point I cannot stress enough.
Your passion is infectious. Simply presenting something to a prospective client and telling a story might work. Delivering a compelling presentation with conviction is how you influence people.
When I say: “Sell with your passion” it implies two things:
One: You are passionate about what you are providing and the power of it to help your client.
Two: You are open to sharing that passion with your prospective clients.
So what do you do, if you don’t feel that passion?
You move on.
Life is too short to sell something you cannot get excited about.
From the time you walk into the room, everyone should see, hear, and feel the enthusiasm you have for the value you provide. Your words merely confirm what everyone already knows: You want to help and you believe you have the best possible solution for them.
Sell with your passion and every day you will be fired-up to get to work.
By the way, we are hosting the Strategic Sales Academy again in October. This is going to be an annual event and our Alumni will be coming back to share their success stories (80% of them have already registered).
There is a $2,000 discount available if you register early. Here is the link for more information:
When it comes to language, never dumb it down when selling.
Have you ever found yourself altering your language because you think people won’t understand you?
Stop doing that.
Reason One: When you dumb it down when selling, you appear patronizing. If you obviously alter your vocabulary, people will feel insulted. That is not good if you’re looking to establish a relationship.
Reason Two: When you dumb it down when selling, you are not being yourself. People buy you. They buy into having a relationship with you. If you dumb it down when selling, people do not get a chance to see the “real you.”
Reason Three: When you dumb it down you lose the opportunity to help people become smarter. People like to be around smart people. If you help people become smarter they will work with you.
Here is a concise video that illustrates the point.
Here is the trascript of the video:
Never dumb down your content for anyone.
Never dumb down your vocabulary.
I just finished a conference and one of the questions I got was from an attendee and she said that her web guy told her that she needs to write at a fourth to sixth grade level and you never dumb down your content. She’s intelligent. She’s got an advanced degree and her website is written at a high school senior level and even a collegiate level.
The web guy told her that the content was too advanced for her audience.
Never ever, ever dumb down your content.
Elevate, your readers to match you. You should challenge your folks. Challenge your clients. Challenge your audience to match your level of thinking because the way you write, is the way you think.
Never dumb down your content, ever.
If you use publishing or public speaking to sell, you need to tell your own story. This means do not repeat a story you heard from someone else as if it is your own. This video provides you with three reasons why.
Here is a transcript of the video:
I’m putting together the content again for The 60 Second Sale. That’s the book that’s coming out in July 2018. So if you’re watching this video and it’s before July 2018, you have to look … Putting together the content for The 60 Second Sale. And I promised I would give you updates as we go. And so today, I’m here in my office. It’s Sunday afternoon. It’s a little past 4 o’clock. We’re in the middle of January. I’m about two weeks away from my deadline. And I’m nowhere near done. But that’s fine. I’ll get there.
I’m working on a part of the book now where we’re talking about stories and how you use stories, whether you’re using them in writing or you’re using the stories in a presentation or a speaking engagement. Telling stories is great. You have to do it. It’s a great way to make your point. It’s a way to engage and entertain. And people will remember what you … They won’t remember what you say or do. But they’ll remember how you make them feel. And stories are a great way to do that. So one day, I am in my house and we have a handyman come over. The handyman liked to drink a little bit. And he goes to give me a bill. And the bill was a little bit more than I thought. So I questioned him on it. And he tells me this story. And this is an old story.
He says, “There’s a guy working at NASA doing a handyman job. And NASA is the National Aeronautics and Space Administration. And NASA is going to launch a rocket. And they go to launch the rocket, and they can’t do it. And something’s wrong. Something’s broken with the rocket. So they call the handyman. He goes over, takes the cover off one of the computers, and notices there’s a loose screw. So he tightens the loose screw, puts the cover on. And the guy who’s in charge of Mission Control says, ‘Oh my goodness. That’s wonderful. It’s a miracle. You’ve fixed our problem. Please give me a bill.’
So the guy gives him a bill, and it’s for $1 million. And the NASA chief, the head of NASA, says, ‘Oh my gosh. There’s no way I can pay this bill. I need itemized information because they’ll never accept this bill from me if it’s not itemized.’ So the gentleman says okay, takes the bill back, and writes down two lines on the bill, hands it to the chief of NASA. And the chief of NASA says, “Are you kidding me? You itemized that bill in that brief a period of time?’
He opens the bill, and it says, ‘Turning one screw, $1. Knowing which screw to turn, $999.’
And that was his $1 million bill.”
The handyman told me this story because the knowledge that he used to fix the thing that was broken, which was a closet door, was the reason why he was able to do it. So the moral of the story is I shouldn’t have questioned the handyman. I should’ve just paid the bill, I guess. Well anyway, I told this story to a group that the handyman told me this. The NASA story has been around for years and years. But I told a group that I was speaking to the story that the handyman used. And my point: Tell your own stories. This handyman was telling me that story as a way to make a point. But that’s an old story that’s been around forever. So tell your own stories.
Two and a half months later, I’m at a different type of meeting. And one of the people who was in the room when I told that story is speaking. And guess what he does? He tells the exact same story, the handyman story, and the handyman NASA story. And he tells it as if it was told to him, as if it happened to him. So that’s a bunch of crap.
The bottom line is you have to tell your own stories. You have to tell your own stories. And that’s the part of the book I’m working on now on a Sunday afternoon in the middle of January.
Tell your own stories!
Until next time, I’m Dave Lorenzo. I hope you make a great living and live a great life.
Each week I highlight five things you can do to jump start your sales. I call this “Five for Friday. Here are the five things to jump start your sales this week.
One: Fast Start
We are just a few days into a New Year. You still have time to get 2018 off to a Fast Start. I offered you the chance to give me a call and discuss your goals. I have not heard from you. Why?
Here’s the number: 786.436.1986
Are you thrilled with your business?
Do you get home on time every night?
Is every client just like your best client?
If you answered “No” to any of these questions, you need to call.
Two: You Make As Much Money As You Think You Should
Your head affects your wallet.
You’ve programed your subconscious mind for the income level you currently achieve.
Want to fix that?
Watch this video: You Make as Much As You Think You Should
Three: How to Build Momentum
Has your progress on a specific project stalled?
This brief (less than 2 minutes) video has the secret you’ve been looking for.
Keep your momentum going.
Watch: How to Build Momentum
Four: Achieve Your Goals: Why not How
This is a powerful video.
The key to achieving your goals is a focus on WHY and not HOW.
Most people do not take action because they think it will be too difficult to do the work necessary to achieve a goal. This is a focus on “HOW.”
Watch this video to discover the most important video you’ll watch this year:
Five: Your Thinking
We begin 2018 with a focus on what is happening between your ears.
Most people come to me seeking the tactical action steps they need to make more money and get home on time each night.
The reality is they need a “Check-up from the neck up.”
Confidence is the element that’s missing.
Get your head on straight.
If you need help, see today’s number one.
Remember to subscribe to my YouTube Channel for exclusive content.
Sales goals are important but most people focus on the wrong thing when trying to achieve them.
If you are to achieve your sales goals you should focus on WHY achieving that sales goal is important and not on HOW to achieve the sales goal.
This video explains the reasoning behind this approach:
Again, we’re into the content for the book, and I’m talking about mindset. I’m writing all about your mindset and how your mindset is influential and can have a huge impact on whether or not you achieve your goals. Today I’m really fixated on the why versus the how. You’ve got to focus on why you want to achieve something and not on how you’re going to achieve it. You got to focus on the why and not the how.
To achieve your sales goals if you focus on the why, you’ll be fired up and you will plunge head first into whatever it is you’re trying to do. You’re going to run straight forward, you’re going to jump out of that plane, and you’re going to build your parachute on the way down. You know what? You’re going to screw up. You may screw up a little, you may screw up a lot, but you will adjust because the why is so powerful. You’re motivated.
If you focus on the how and you sit down and you get caught up in the minutiae, you get caught up in all the details involved in how you’re going to achieve something and your step by step guide or your step by step actions that you need to take, if you focus on the how you’re going to be overwhelmed and you’re going to say, “Oh my gosh. Look, there’s 15 steps to doing this and I have no idea how I’m ever going to get through all these 15 steps. I can’t see it. I just can’t see it. I’m overwhelmed.” You’re going to be reluctant to start.
The why is so important to you that you’re just going to plow forward and not worry about the how. The example I use from history is that JFK went on television and he told the nation, “We will put a man on the moon by the end of the decade. We’re going to do that so that we beat the Russians into space. We beat the Russians to the moon. We’re going to seize that strategic advantage.” More than a strategic advantage, JFK knew that it would be a boost to the morale of the country.
And we did it.
We did it as a nation. When JFK went on TV he didn’t know how they were going to do that. The scientists at NASA didn’t know how they were going to do that. But, they figured it out. If they had focused on everything that was involved, they would have told the president, “No way. Don’t promise it by the end of the decade. Give us 20 years.” But that’s not how you get things done. You focus on the why.
Here’s an example I’ll give for you that you can see in your business right now. I started out as a salesperson with Gallup, and when I was a salesperson at Gallup they would have these sales contests. The winner would get money, and it was a lot of money. I think one year it was $25,000. Another year it was 50 and another year it was $75,000. The goal was always to close an account within six months. One time the goal was to close an account within three months.
In big ticket consulting, no matter what you’re consulting on, your sales cycle is really long because you got to develop deep relationships. I was able to close a deal in three months, a deal that would normally take 18 months to two years to close.
How did I do it?
I leveraged my relationships to get to the right person. I built up trust with that right person over a very short period of time. I helped that person see that they could bet their career on me.
Why did it happen?
I wanted the money.
I wanted the $75,000.
That “why” was so important, I never thought about the how. I never thought about the 20 relationships I needed to develop and all the trust threaded have to put in me in order to invest in our services. I didn’t think about the how.
I thought about the why.
Focus on the “why,” keep yourself fixated, keep your eyes firmly on the why, don’t worry about the how, take the how as it comes, the step-by-step as they come, and you will be phenomenally successful because you’ll achieve all your sales goals.
Do you want more great video content about sales and achieving sales goals? Visit the sales video page on this website. You can also check out my YouTube Channel for access to exclusive video content from speaking engagements and for attorneys.
If you want to build sales momentum, this is the article for you. In the article and video, I provide you with the keep to develop sales momentum through relationship development. The 60 Second Sale is all about relationship-development. That’s what makes it one of the best sales books.
Watch this video to build sales momentum and keep sales momentum going.
One of the questions I am asked most often is:
How do I build Sales Momentum?
This video provides the answer.
Build sales momentum and you make more money. Sales momentum is not about how you can push your client to close more deals. Sales momentum is all about what you do each and every day to get closer to your goal of developing and deepening relationships. That’s what sales and selling are all about. Every day you do something to keep going, keep moving toward your goals.
Here’s how you do it:
How To Build Sales Momentum: First Step: Goals
The first thing is your goal, you have to have a goal for each relationship, and you have to have a goal for each day. What do to want to do today? How many new people do you want to connect with to develop relationships? How many people who are on your list do to want to connect with to deepen relationships? Goals are critical.
How To Build Sales Momentum: Second Step: Habits
Habits are even more important. When you wake up first thing in the morning, what do you do to get closer to your goal, your daily goal, your weekly goal, your monthly goal, your annual goal? What do you do first thing in the morning? What do you do first thing after lunch? What do you do right before you go home? What do you do, what are your habits that are getting you closer to achieving your goals? How consistently do you apply what you’ve learned?
How To Build Sales Momentum: Third Step: Consistency
In these videos, I’ve given you a ton of stuff you can use to make more money, to sell more. How consistently are you applying those things? Go back, look through the videos, pick two or three things, apply them over, and over, over again, every day, every week, every month, you’ll get closer to your goals in that way.
How To Build Sales Momentum: Fourth Step: Reward Yourself
Do you reward yourself when you achieve something that’s really important to you? Rewarding yourself is a way to subconsciously reinforce what you’ve done, and to help you want to do it again. Give yourself some form of reward. Promise the reward to yourself ahead of time, just as if you’re motivating someone else. This is how you keep the sales momentum going. Focus on these things, and you’ll increase your sales momentum, and mastering momentum helps you make more money.
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You sell as much as you think you should. Your subconscious mind is controlling the level of success you have in your sales career.
Don’t believe it?
I provide you with proof and some ideas about how you can break through and sell more and make more money.
Have a look at this video and then keep reading.
It’s the weekend, and I’m working on the mindset section of my book. Here’s the video that goes along with some of the things that I’m thinking about, some of the things that I’m working on for the book. This is, probably, the most powerful stuff in the book. I know you’re going to get tactics up the wazoo. You’re going to get strategies, you’re going to get things that you can implement today to make more money, and all those things are fantastic. The mindset stuff that I cover, like what I’m talking about in this video … think about it, put it into practice, and you’ll be amazed at the difference it will make in your life.
You’re making exactly what you think you’re worth right now. That’s right. You have a mental set point. Whatever your subconscious believes you’re worth, that’s what you’re making. Let me prove it to you. How often do you make just enough to cover your bills? Or, do you make enough to cover your bills with a little bit of money left over, and then your car breaks down, or you need a new roof on your house. All of a sudden, that little bit extra is gone. You’re in the mindset that you’re only worth that certain amount.
You’ve got to change that mindset. Here’s the thing, it affects who you call on and how you present yourself. Right now, if you think you’re only a $100,000 salesperson, you’re not going to call on someone that could give you a million dollar contract. If you think you’re only a million dollar person, you’re not going to call on someone who’s going to give you a $10 million a year contract. Fix your mindset, grow your business. That’s the bottom line.
So how can you do this? I’m going to give you three things to do, three things to focus on right now so that you can change your mindset like that.
You Sell As Much As You Think Should: First Thing to Increase the Amount You Sell
The first thing you need to do, immediately change the people who are around you. If you hang out with people who make $100,000, you’re going to make maybe 150 in your best year, 250, $300,000, and you’ll be the most successful person in that crowd. That’s wrong. Hang out with people who make a million dollars, 1.5 million, 2 million, $10 million a year. Hang out with billionaires. Notice how your mindset changes. You have different conversations when you are around people who make 10 million, 20 million, $100 million. You start thinking differently when you change the environment that you’re in. That’s the first thing you have to do. Forget about this inferiority complex you have that you’re not going to fit in. People are people. Flesh, blood, it’s all in there. People are the same. It’s just the mindset they have that’s different. So that’s the first thing. Change the environment that you’re in.
You Sell As Much As You Think Should: Second Thing to Increase the Amount You Sell
The second thing you need to do, treat yourself like you’re worth a million bucks, and then when you get to that point, when you’re making a million bucks, treat yourself like you’re worth ten million bucks. And then, when you’re making $10,000,000, treat yourself like you’re worth $100,000,000.
I don’t eat airplane food. I don’t care how long the trip is. If it’s a long trip, I’ll bring my own food, but I don’t eat airplane food. But I fly first class, even on the shortest trips. Why? Because, when I’m flying on a business trip, and I get off the plane first, and I walk into a car that’s waiting with a guy who had my name, he’s holding up a sign with my name on it, I feel like I can take on the world. That attitude comes across when I walk into a sales meeting, or when I walk into a presentation room. I’m willing to pay the extra money to have that feeling. Okay? It’s the little things that reinforce the mindset, that help you shift that barometer, that mental set point in your mind. That set point in your mind. That mental set point.
You Sell As Much As You Think Should: Third Thing to Increase the Amount You Sell
Treat yourself like you’re worth where you want to be. Treat yourself right now like you’re worth a million dollars. If you were worth a million dollars, would you be sitting in the back of the plane? Would you be paying $50 for a checked bag? Would you be fighting and elbowing with people in a line, like sheep or cattle, in order to get on a plane? Hell no. You’d be getting on a plane when they call group 1. You’d be going, “Excuse me”, like I do, and walk through everybody else to get to the front of the plane.
Or even better, you’d have somebody meeting you at the airport, at the doors to the airport, like I do sometimes on long trips when I opt for the American Airlines concierge program. You can pay a couple of bucks extra and they’ll meet you at the door. They’ll walk you through security. They’ll carry your bags for you, and they’ll walk you right onto the plane before anybody else is called to board. The pilot shakes your hand. For a couple of bucks more. And I mean, only a couple of bucks more, you feel like a million dollars. If you’re going to a big meeting, and you treat yourself that way, your mindset is different when you get to the place where you’re headed. All right. That’s the second thing. Treat yourself like you’re worth a million dollars.
Hang around with people who are in a financial position that’s different than you. Hang around with people who would be your ideal client if you were writing million dollar contracts. That’s the first. Second, treat yourself like you’re worth a million dollars.
The third thing that you need to do, and you need to do this right now is, stop worrying about money. I know, I know. You’re sitting up at night. The reason you’re watching this video is to figure out how to make more money, right? Stop worrying about money, and start thinking about the value you deliver.
I got an email yesterday. It was 9:00 on a Friday night, from a guy who was still in his office working, and he’s happy to be working because he’s making 20% more on a deal he just closed because he used a strategy that I gave him on the phone on Tuesday. On Tuesday, I gave him the strategy. On Wednesday, the client said yes. On Thursday, he went and got the paperwork. On Friday, he started working on the deal. Friday night, he’s in his office, happily working because he made 20% more by making one little tweak. And by the way, that one little tweak was presenting the value he had to offer in a different way. That’s the whole point of this, right? Present your value. Offer your value. Think about your value. Stop worrying about money, and start thinking about the value you have to provide to people. Frame the value you have to provide to people in a way that they recognize it, and they’re willing to compensate you for it.
Three things. Number one, hand around with people who have achieved the level of success you want to achieve. Hang around with people who can afford the products or services you want to sell them. Number two, treat yourself like you’re worth a million bucks. If you’re already worth a million bucks, treat yourself like you’re worth ten million bucks. And the third thing, most importantly of all, stop worrying about money. Stop thinking money. Start thinking about value. Start talking about value. Communicate in the language of value, and not in the language of money, and you’ll notice how things change for you.
Do these three things, and you will increase your net worth. Do these three things, and you’ll increase the amount you sell. That’s what I’ve been working on for my book today. If you like this, the name of the book is The 60 Second Sale. There’s more great stuff like this in that book. It’s the best sales book you’re ever going to read. Go out and pick up a copy right now. The 60 Second Sale. I’m Dave Lorenzo. We’ll talk to you again soon.
As a new feature in 2018, I’m going to provide you with five new sales ideas or amusing items each Friday. I’m calling this “Five for Friday.” It’s a creative title I know.
The idea is to give you some links to good stuff I’ve created or come across during the past seven days.
Here are your five sales ideas for this week:
Item 1: You Get What You Pay For. Your Clients Do Too.
My website crapped out a couple of times this week. This happened because I was promoting an event and the demand crushed the web interface.
I was using someone from Pakistan to monitor and provide maintenance on the site. They were cheap and, apparently, not up to the task.
I received the value I paid for.
I’ve since invested in a more sophisticated firm to monitor and maintain my website. I will pay for this with the money I don’t lose from the site being down.
I’m also going to use this experience as a tool to teach my clients about value. I value sleeping better at night knowing my website is handling the traffic I drive to it. I didn’t recognize this value until it hit me in the face.
Don’t let something bad happen before you recognize value.
Item 2: What did You Get for Christmas? I Got Pink Eye.
Yes. I got a disgusting Infection.
Here are the details (in a video):
Item 3: People Still Care About Thier Growth
In addition to selling out an event with a broken website, I also signed up a record number of people to my Sales Mentor program this past week. It seems the turning of a calendar page is a good time to focus on developing new habits.
People recognized that in droves in response to an email I sent this week.
Thank you to those who engaged me. If you thought about it but didn’t act, it’s not too late.
Here is the program: SuccessMax Sales Mentor
Item 4: Always Have a Notebook Handy
In 2017 I tried to use an electronic note-taking app to keep track of my ideas and things to do. This was after years of using a small notebook I carried around in my back pocket. That was an abysmal failure. I couldn’t type fast enough into my phone and the damn thing often autocorrected to something I didn’t want to record.
So for 2018, I’m back to a physical notebook. This makes me very happy.
The value is immeasurable. I never lose track of a great idea and I never forget to pick up the thing my wife asks me to get at the supermarket.
Item 5: Find Inspiration Wherever It Exists
I spend a lot of time with my kids. That’s one of the benefits of working from home in a business I control.
My 9-year-old son struggled this past baseball season. He wasn’t ready for the upgraded competition in the new league. He recognized it and he asked me to help make him better.
The season ended on November 15 and he tries out for a new team on January 20. During the time between seasons, we wanted to work on his strength and conditioning as well as his confidence. Nick (my son) and I set up a home training program and we enrolled him in an intense MMA school 4 days per week.
Here is a glimpse into a few workouts in a one minute video.
Yeah, I’m bragging about my kid but he inspires me.