Ep255: The Power of Selling with Carlos Garrido

Nov 5, 2023

Carlos Garrido, a former investment banker turned sales trainer, shares his fascinating journey into the sales world. He discusses how cultural accents can impact sales success, particularly reflecting on his northern English accent in the American market. Carlos delves into the challenges business owners face with sales skills and the importance of distinguishing between lead generation and conversion. He offers insights on navigating language barriers and the significance of understanding clients as individuals for effective prospecting.

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ANECDOTE

Carlos's Miami Move and Language Reality

Carlos Garrido moved to Miami expecting to use his Spanish skills, but found most Latin American professionals spoke better English than he spoke Spanish.
He married a Colombian and humorously acknowledged his advantage in not understanding what his wife's mother says about him in Spanish.

ANECDOTE

From Business Plan to Sales Training

Carlos initially wrote a business plan for his brother’s sales training startup and fell in love with the impact of sales training.
He realized learning to sell is one of the most financially impactful skills and joined the business himself.

INSIGHT

Sales Is a Transfer of Belief

Sales is fundamentally transferring belief over a bridge of trust, which varies in strength depending on the prospect's initial beliefs.
Many so-called salespeople are merely order takers thriving due to strong lead generation or product strength, not real selling skills.

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Today, on the More Cheese Less Whiskers podcast, we're talking with Carlos Garrido, a former investment banker turned sales trainer, about his unique career journey and the power of selling.

He shares his experiences navigating cultural accents in business, outlining how a northern English accent benefited his role in American sales environments while American accents in the UK gained new prestige over time.

Carlos runs a high-performing sales training program, and we talked about separating 'lead getting' from 'lead convering' and the sometimes lengthy process that can frustrate some sales teams. Carlos shares his experience working with business owners without robust sales skills and the challenge of natural salespeople, and we talk about finding the right mix of high-value, high-volume opportunities.

This is a really fun conversation with lots of takeaways.

Summary:

1. Carlos, shares his journey from an investment banker to a successful sales trainer, discussing the advantages of a northern English accent in the American sales environment. 2. He explains his process of settling in Miami, learning Spanish, and the role of language in sales. 3. He delves into the significance of lead conversion in any successful sales strategy. 4. We discuss how some business owners and leaders generate revenue without strong sales skills, indicating the challenge of managing natural salespeople. 5. They explore the 'before' and 'during' units of the sales process, providing insights into lead management and conversion. 6. The conversation shifts to business scaling and selecting a target market, emphasizing the economic relationship between business owners and customers. 7. Carlos shares his views on the differences between a self-serve environment and a membership program, and the complexities of pricing services at different points. 8. They discuss the power of market targeting, highlighting the potential it holds in high volume and low ticket strategies. 9. The podcast examines the impact of accent on sales success, especially the benefits of a pleasing northern English accent in the American market. 10. Carlos reflects on the challenges and rewards of his sales training journey, emphasizing the impact of sales skills on an individual's financial independence.

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