Why You Should Never Sell on a Sales Call

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In this episode, Dan Henry is going to break down the reasoning behind when a potential client jumps on a sales call with you or your team, they should already be convinced that they need what you have to offer. A sales call is not the time or place to convince them that your product is what they need; they should already feel that way about your offer.

The entire purpose of a sales call is ONLY to get them comfortable with the idea of parting with their money, in order for them to get what they want and achieve the results they desire.  And in order to do that, you must first use something Dan calls core content, which he covers in-depth in this episode.

Dan Henry and his team continuously do extensive research on their sales and close rates based on how far “down the rabbit hole” a potential client has gone, prior to getting on a sales call. They look at all of the data; has the client watched the webinar, have they read the book, are they watching the free weekly YouTube content?

And what Dan and his team found is that those prospective clients with more core content experience were far more likely to make the final purchase and get themselves into one of his programs or coaching masterminds. It is important to note here that the core content must be polished and done properly, not haphazardly thrown together.

Dan is going to teach you that when you do the groundwork of “selling and convincing them” that they need your product/program within your core content, they already know they need and want what you have to offer when they get on the phone with you or your team.

When your audience watches the core content and becomes a believer first, it’s no longer a sales call, it’s a closing call. You should NOT be on a sales call with someone if your core content has not already done 90% of the work for you. And the further up the chain they go in your available core content, and the more rapport and time in your content they have, the easier it is for you to close the sale.

In this episode, Dan is going to cover:

• Why a sales call is for closing, not for selling…
• What is core content and why it matters and why it is crucial for you to have for your audience to consume before ever trying to close the sale
• How to raise your sales closing rates (and the morale!) for you and your team

If you’re ready to learn more about what I’ve covered here today, grab a free copy of my book (link below) and then reach out to my team so we can strategize together how to help you take your program or product to the next level!

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— TRANSCRIPT —

In today's episode, I'm going to tell you why you should never sell on a sales call and why that is the key to growing any high ticket product.

Okay. So you're probably thinking at this point, Dan you've finally lost your mind. You've finally gone off your rocker. Why would you say that you shouldn't sell on a sales call? Well, I would say that because it's true, you should not sell on a sales call. A sales call is for closing, not selling. And let me explain that so many times you will find that you're trying to sell like a five or 10,000 or 3000, whatever high ticket coaching program event, mastermind, service, agency service course, whatever it is. There's a lot of like personal trainers that they'll get on Instagram and they'll post pictures of their abs and there'll be like DME for a, you know, my coaching program. And then people will DM them and then they'll get them on a call and they'll struggle to sell their little $3,000 coaching program now. And again, and again, not saying it's impossible, but are we looking to do things well, or are we looking to do things great?

Are we looking to make a little bit of money or are we looking to make a lot of money? Are we looking to make things easy for us or are we looking to make things hard for us? What are we doing? And so let me explain my high ticket strategy when it comes to selling over the phone and why it's a little bit different than most. So here's the thing. When I get on the call or my team gets on a call with somebody, we do not attempt to convince or sell them. They should already be convinced. The sales call is simply to get them comfortable with separating themselves from their money in order to get what they already want. And the only way to do that is through core content. So let me give you an example. My book, digital millionaire secrets. When people read this book, they get on the phone, and then they purchase our digital millionaire coaching program.

That's how it works. Or they watch my webinar. They book a call at the end of the webinar and they purchase our digital millionaire coaching program. That's it's the core content is either the book or the webinar. And then our YouTube videos are emails. That's, that's like follow up content. So let's say you read the book or you watch the webinar and you're on the fence, but then you see a, you know, an email or a video or a podcast episode. And you're like, Oh, okay. Now that makes sense. I'm in, you know, and then you book a call, boom, boom, boom. So here's the thing. We did some data research recently. And we dove in and we found that if somebody you know, booked a call and they simply saw an Instagram story, the close rate was super, super low. If they had seen, say a YouTube video or an email, but they hadn't watched the webinar and they hadn't bought the book.

The close rate was a tad higher, but not great if they didn’t watch the webinar. If they watch the webinar, and then they booked a call, the close rate was really, really good. And if they bought the book, and then they got on the sales call, the close rate was even better. So what does that tell you that tells you that if somebody ingests or consumes a piece of content and they are sold on that content, they, they, they are. And when I say content, I mean, core content, not you, not just random YouTube videos and emails. So I'm talking about core content, meaning that one piece of content that no matter what you always send people to. And that's the difference between people who have a well-structured business, a fluid, a well-structured business versus, you know, just some random, random business where you just haven't put out a bunch of content and hopefully people get on the phone or hope hopefully people buy.

The thing is you always have to have a polished piece of core content. And this core content is designed to do a few things. Number one, it's designed to weed out anybody. That's not a good fit. In other words, if I have a webinar or a book, and at the end of that webinar or that book or whatever it is, or it could be an event, maybe it's an event, whatever it is at the end of that, that piece of core content, that person should be able to say this. This is for me, or this is not for me. If they say it's not for me, they likely won't book a call and then get on the phone to be sold or closed. But if they get through that entire piece of core content and they still book a call, that means that they, 100% are down with at least the model, at least the opportunity, at least the way in which you want to, to, to bring them to their result, bring them to their promise and keep in mind.

This is also only if your core content is done properly. If you don't do the core content properly, then this won't work. So if somebody, for instance, let's just take my book. For example, if somebody reads this book and they get on a call, they're not going to say, well, I want Dan to help me do this other thing that he clearly says in the book he doesn't do, right? Because they've read the book, they understand that I don't agree with certain things. And I agree with things and that I have a certain way of doing things and certain things that I believe in. And so when they're done reading the book, they become a true believer in the opportunity or the method or the path in which I've talked about in my core content. And then when they get on the sales call, they are not there to be sold.

They are there to be closed on the program or service or product that helps them execute that path. That method, that opportunity that they already believe in that is so key. If you get on a call with someone who doesn't already believe in your method, your opportunity, your, your path, then you first have to sell them on the path or the opportunity or the method. Then you have to sell them on the product that allows them to execute it. That's a lot of stuff to happen on one call. So what we do is we get people to consume our core content. In fact, in our application, we even say, Hey, have you at least read Dan's book or watched his webinar prior to booking this call? And if you say, no, we say, well, you really need to, to at least read the book, listen to the audiobook, or watch the webinar prior to getting on the call.

And since we started doing that, the quality of our calls have gone up even further. But that's the main thing is you want to get qualified people on the call because when you have qualified people on the call, you are no longer selling. You are closing and it's no longer becomes a sales call. It becomes a mindset call. It becomes a call that allows them to get comfortable. And so that core content not only gets qualified, true believers on the call, but it also saves a lot of time because you've already explained everything. Do you know, much time it takes to explain your model, your opportunity, et cetera, on a sales call. It takes forever. Now they have to think about, Oh, is that, will that work for me? Blah, blah, blah. But if they watched core content, if they read a book, they watched a webinar.

They though they wouldn't be on the call. If they didn't think that's going to work for them, they already think it's gonna work for them. That's why they're on the call. If you just get somebody on the call, then there's so much groundwork that needs to be done. That getting to the close becomes very difficult. You want to do that groundwork in your marketing. You want to do that groundwork and your core content. And when you do that, that creates a call. That has a much different dynamic. And think about this for a second. Let's say you have a sales team, right? Do you want to get non-qualified applicants on those calls, lower the morale of your sales team lower the, you know, the attitudes and the vibe of your sales team by making them work extra hard for their sales, which they shouldn't have to, or would you rather get them on on the phone with better qualified applicants, as well as that raises their close rate?

And when their close rate increases, their morale increases and then their close rate raises even more and they stick around and they love you, and they want to be a part of your company for a long time. So for instance, my mastermind when I used to sell it before the, I did the event and we sold a million dollars worth of my mastermind in today, which if you haven't listened to that episode, go listen to that episode about how I made a million bucks in a day. But prior to that, I would have people go to my website for my mastermind, and they would watch a little teeny core piece of content, as well as multiple student interviews from people in the mastermind. And I would, when somebody would book a call, I would say, Hey, make sure you go watch every single video on that page before you get on a call with me, if you haven't watched it, I'm not going to get on a call with you.

So we would do that. And I have I had a, for weeks, weeks or week after week after week after week after week, 90% close rate on a $30,000 offer we raised it to $55,000 and still, still, I haven't had any issues, but, you know, currently, we sold out of the mastermind and it's closed for now. And I probably won't open it again. If I open, open it again, it would probably be like a different, like, it'll be a different deliverable. It'll be a different type of mastermind or something, something different. Or maybe it'll just be like a multi-day event or something. I'm not really sure what I'm going to do yet. But the point here is that when you watch core content, right, when you watch core content and you become a believer in what that content preaches, and then you get on the phone, it is no longer a sales call.

It is a call in which you simply have to close. And from an operational standpoint, from an ROI standpoint, from a sales standpoint, from a conversion standpoint, it hits all the marks. You don't just want to get on the phone with anyone you want to get on the phone with true believers, and then simply get them comfortable with separating from their money for something they already want. We have hardly ever, ever, I can't remember and believe me, I've taken sales calls. I've I have a weekly sales meeting with my team. I asked them questions every single week. I very rarely, very rarely have heard of a prospect getting on the phone and simply saying, I don't want your product. It's usually something like, I can't afford your product. Or my husband said no, or something like that, or I'm getting sued right now. And I can't buy it because I'm not allowed to do this or that or something crazy like that.

It's never, I don't want your product because that's, we just don't get that objection. We might get, I need to talk to my husband or, and that's a whole, that's a whole different, different episode. Or, you know, I don't have the money or I can't get it approved for funding or something like that, but we don't ever get, “I don't want your product” because they are not on the call unless they want your product because they watched your core content. So if you're getting on sales calls and people are telling you, they don't want your product, or they don't, you know, they don't, you know, they don't think it'll work. Then do you have a problem with your core content? You may think you have a problem with sales, but you likely have a problem with marketing. Now, when someone gets on a call after watching the core content, the things they should be thinking are, does this work for me?

Is this worth it for me? Can I make this work? Do I believe in myself to make this work? Not, you know, is this worth? It is, you know, is this a good product they should? Or is this something I should do? They should already believe that after watching your core content and every time we've heard objections like that, it's always from people who did not watch the core content or skim through it, or what have you. And so every single month we look at this data and we start making adjustments. And one of the recent adjustments we made we made was in our application. We basically say, Hey, if you have not either read Dan's book, listen to his audiobook, or watched his webinar, please do that before the call. Otherwise, the call won't make any sense to you. And that is so important because if they don't, you know.., I want you to imagine for a moment that, you know, you die and you go to the pearly gates and St. Peter's at the pearly gates. And he says something like, all right, you're about to go to heaven. You want to go to heaven, right? You don't want to go to hell. I mean, you can choose, you know, you here's your pass to heaven, but if you choose, you can go to hell. If you have read, say the Bible or what, you know, whatever the religion you're into whatever it is, you'll, you'll say, well, heaven. But if you've never read the Bible, if you don't know what the Bible is, what are you gonna do? You're gonna be like, well, st. Peter what's happened. What's hell, what's the difference. Well, you know, how bad is hell, is it really hot? Or is it just kind of depressing? Is heaven really fun? What can I do in heaven? Do I still get to two D do I get to have sex?

What do I do? Like, do I not? You know, do I get to watch TV? Like, what is it? But, you know, and then it's st Peter's gonna be sitting there like, ah, you know what, here? Here's just the help us have a nice day. But, but again, you wouldn't say that if you read that book, you'd be like, Oh, I get it. I know what heaven is. I know what hell is. I've read the book. I'll take heaven. And okay, there you go. That's probably not the best analogy because I don't think you get a choice. If in fact there is a heaven and hell, I seriously doubt you get a choice, which one you want to go to. But the point is is you should not be on a sales call with someone unless your marketing has already done 90% of the work bottom line.

Now you might say, well, Dan, that might work for coaching and courses and masterminds, but how would that work for local businesses or solar guys? It works. All right, like, let's say you're selling solar, right? What do you think? Some more qualified prospects, somebody who has no idea what solar is and gets on a sales call or someone who's watched even a 10-minute presentation on how solar works, how it can save you money, and how you can basically you get it for free. And then they book a call to talk to your team about solar. Which one do you think will get more qualified prospects? Which one do you think will get a better return on, on, on like Facebook or YouTube ads? All right. Even if your YouTube ad I saw YouTube battery's only for is for a solar company. And I thought it was a great YouTube ad because the YouTube ad was literally like a mini webinar.

It was explaining why solar saves you money, how you can get it free, the math behind how buying a solar, and having the payments outweighs your monthly electric cost. So essentially you pay the same or less, but now you have solar. And then when you start to pay it off, you know, now, now you save a ton of money and all of this, all this jazz. And I thought I was watching it. And to be honest with you, I had never really considered solar. Cause I was always like, well, is it going to damage my roof? Is it going to be ugly? Is it really going to save me that much? And I didn't really, you know, but when I saw this video, I thought, man, I thought now it makes sense. Somebody actually took the time to explain it and break it down. So now if I did call that company, I wouldn't ask a ton of questions about those things.

Cause it already got covered in B. I'd already be sold on it. Cause I'd be like, Oh, I get it. You know, I buy it, I put it down or, you know, I buy it with zero down and I pay, say like, let's say I pay. Let's just for the sake of numbers. Let's say I pay a thousand dollars a month. That electric right in my house is big. It's 8,000 square feet. So I've had thousand dollar electric bills, especially in July in Florida. So let's say I pay a thousand dollars, right? Well, let's say that my mom, if I get solar panels, I have to pay $500 a month on my payment plan for my solar panels right now you might think, well, wait a minute. Why would I do that? You know, blah, blah, blah. Well, if I, if I am explained to in a video that if I pay $500, you know, for my solar and my electric bill is a thousand, but once I have solar, my electric bill will only be, say 400.

So if you take a thousand and you minus that, and now I'm paying 400, you add the five. Now I'm paying 900. So I'm paying a hundred dollars less than I normally pay some already saving money. And I have solar panels and I get a tax credit. So I get even more money. And once the solar panels were paid off, now, I basically only have a $400 bill rather than a $900 bill. So once that's all explained to me in a short 10-minute video, and then I get on a call, everything becomes easy peasy, easy-breezy, okay. But if it's just, Hey, are you interested in solar? Call us now I'm on the phone with this dude. And I'm asking him 10,000 questions. He might not know the answers to somebody, blah, blah, blah, blah, blah. Like for instance, my salespeople, my reps, or my program consultants, they're not coaches.

They don't know how to run Facebook ads. They know how to do what I do, but they know enough to close and to get people comfortable and to get them into the program because the people come on the call after they either read the book or watch the webinar. And so all of that stuff, I handle that. I handle that in my content, my salespeople don't sell it. They close. So that's what I say to you. I say to you, if you, if you want to sell more, you need to create a fantastic piece of core content, whether it's a webinar or a book, whatever. And, and you know, a webinar is the easiest because boom, you can have that up in a couple of days, right? Or you can use a case study or you can use a VSL the further up the chain you go, the easier it is to close.

So for instance, if you have a short VSL or case study, it's, it's easy to close. If you have a full one hour webinar, it's easier to close. If you have a book it's easier to close. If you bring them to a two-day event and teach them for two days, it's easier to close it. The more rapport and the more time in content, they have, the easier it is to close them, right? And it no longer becomes about sales. It becomes about closing. So if you would like to learn more about this whole thing, I'm talking about creating core content, selling high-ticket, all that jazz. First thing, make sure you grab a copy of my book, digital millionaire secrets, cause I not only cover. And there are some awesome bonuses in this book, but I not only cover how to create great core content.

And there's even a bonus video that you get with the book where I go through my entire webinar script. But at the same time, I talk about a, there's a chapter in here where I talk about selling high ticket and how, when converting from selling over an order page to selling over the phone, it changed everything in my business, cut my staff in half, cut my expenses by like 70% increased our profits like crazy. You know this is really good stuff. And the book is free. You just pay shipping and handling. So make sure you grab a copy of that book. I'll leave a link in the show notes if you have yet to get a copy as well. If you'd like to learn how to create great core content, get people to book calls and sell them a five, 10, 15, 20, $30,000 offer.

Whether that is a course, a coaching program, a mastermind, a service, what have you, you can book a call to speak to my team and see if we can help you do that, but make sure you're reading my book or watch my webinar first. But we have a ton of people that have come into our program. Literally they were charging nine 97 or something like that for an offer. And then a month later they're charging five grand. They're closing four or five sales their first week. They're doing crazy good. Cause at the end of the day, guys, you create good content. You book calls, you close sales, fastest way to a million-dollar business. Think about this. If you charge $200 for a program or an offer, right, you need to sell five thousand eighty-five thousand yeses to make a million bucks. If you charge 5,000, you need 200 yeses.

If you charge 10,000, you need 100 yeses. If you charge 30,000, you need 34 yeses. You get what I'm saying. The more you charge the quicker it is to a million bucks. And let me tell you it's in here. Here's the secret. Here's the thing that people don't want bringing it and bringing it and bringing it in. I'm going to tell you something right now that year, you're not going to believe, but it's absolutely true. Are you ready for this? Okay. Here it is. It's just as easy. No, no, no, no. It's actually easier to sell a $5,000 product than a $500 product. It absolutely is easier to sell a $5,000 product than a $500 product. It's easier to sell a $10,000 product than it is a thousand dollars product. You may not believe me and that's okay, but it's the truth. I'll save the story of why it's easier and how I discovered that it's easier for another episode, but for now, I'm going to say goodbye. I hope you enjoyed this episode and don't forget to grab a copy of my book and stick around for the next episode. Love you guys. Hope you enjoyed it. See you on the next one.