The Salesman.com Podcast

Ever feel like your sales questions are hitting a dead end? You ask, they answer “yes” or “no,” and the conversation goes nowhere.  What if there was a formula to ask questions that get your customers talking and expose their real needs? That's exactly what we'll crack the code on in this video. We'll break down the L.E.T.S. framework, a powerful tool to understand your customers and close more deals. Understanding Open-Ended and Closed-Ended Questions Before diving in, let's talk about question structure. Questions are either open-ended or closed-ended. Open-ended ones are like opening a gate, inviting a flood of thoughts. While closed-ended ones are like hitting a stop sign – you get a simple “yes” or “no.” In sales, we often rely on those quick “yes or no” questions. They're easy, but they limit your understanding of the customer's needs. The key is knowing when to use each type. Imagine you want to know if someone wants a promotion. A closed-ended question might be: “Would you be happy with a promotion?” But an open-ended question like: “What would an ideal career move look like for you?” gets you way more valuable information. Think of open-ended questions as conversation starters that uncover needs, while closed-ended ones help confirm details and move the conversation forward. We'll use both strategically in the L.E.T.S. framework. With that in mind, let’s break down the steps in this effective framework where each new type of question we ask, in this specific order takes us closer to getting the next step of the sales process agreed to and confirmed by the prospect Step #1: Logical Questions The first step is Logical Questions.  Think of these as getting down to business. These questions help you understand the specifics of what your customer wants to achieve. They're like gathering intel – the “what” and “how” of their situation. Here's an example: Let's say you're selling a new marketing tool. A good logical question might be, “Who else on your team would need to be on board to use this new system effectively?”  (Ask engagement question along the way)  This gets you thinking about who else has a say in the decision and how your product fits into their workflow. Logical questions can also be closed-ended to confirm specifics.  For instance, “Do we need to get the marketing director involved to make a decision on this tool?”   (Ask engagement question along the way)   See how that clarifies things? These logical questions set the stage for the next step, which is all about emotions. We'll dig into that in a minute, but for now, focus on getting those clear, fact-based questions out there. They'll help you understand the customer's situation and pave the way for a more emotional connection. Step #2: Emotional Questions Alright salespeople, got those logical questions down? Now let's add some feeling to the mix!  We're moving on to Emotional Questions. These questions dig into the “why” behind the customer's needs.  We talked about the “what” and “how” with logical questions, but here we want to understand what motivates them to solve this problem. Imagine you're selling a project management tool. A great emotional question might be: “If this new system helped streamline your projects, what would that mean for you?”   This gets them thinking beyond just the features and focuses on the positive impact it could have on their work life. Sometimes, people might not quite see the emotional benefit. That's where close-ended emotional questions come in.  For example, “Would getting this project management system finally eliminate some of the stress you feel managing deadlines?”  See how that clarifies the emotional connection to solving their problem? These emotional questions help you connect with the customer on a deeper level and show them how your product can truly improve their situation.  Next up, we'll explore Trigger Event Questions, which will help you pinpoint specific moments where the customer's problem becomes most urgent. Step #3: Trigger Events. Okay, we've been diving into the “what” and “why” with logical and emotional questions. Now, let's get specific about the “when” with Trigger Events. These questions connect the customer's emotions to a specific event that makes solving their problem urgent.  Imagine you're selling cybersecurity software.  A good trigger event question might be: “What's changed in your company's security needs since the recent data breach?”  This ties their emotional concern about security to a real-world event that makes them more receptive to a solution. We can also use closed-ended trigger event questions to pinpoint the impact.  For example: “Did the recent data breach affect your company's ability to meet its quarterly earnings goals?” See how that gets them thinking about the specific consequences of not addressing the problem? Trigger event questions turn a “nice-to-have” problem into a pressing need.  They light a fire under the customer and make them more likely to take action.  Coming up next, we'll explore Summary Questions, which help solidify your understanding of the customer's situation. Stay tuned! Step #4: Summary Questions Almost there, salespeople! We've covered a lot of ground with logical, emotional, and trigger event questions. Now, let's wrap it all up with our Summary Questions. Think of these as a way to tie a neat bow on the conversation and create a clear, memorable takeaway for the customer.  We want to summarize the situation you've uncovered and show them you understand their challenges. Here's an example:  Let's say you're selling marketing automation software.  A good summary question might be: “So, it sounds like you're struggling to keep up with all the manual marketing tasks, which is impacting your team's efficiency. I see this a lot, and it can definitely lead to burnout. Does that sound about right?” This reminds them of the key pain points you've discussed and shows you're on the same page. We can also use closed-ended summary questions to highlight the urgency.  For instance: “If you don't find a way to automate these tasks, could it put your team's ability to meet marketing goals at risk?”  See how that reinforces the potential consequences of inaction? Summary questions solidify your understanding, build trust with the customer, and create a clear path forward.

As a Sales Development Representative, your role is to generate  inbound opportunities and optimize sales channels. Without a solid prospecting strategy, you might struggle to identify and capitalize on valuable leads. This could result in missed opportunities and stagnant sales growth. But to truly excel in your role, you need to master the four steps outlined in this video. Without these steps, converting leads into customers becomes challenging. Stay tuned as we dive into each step: Step #1: Conduct Thorough Research Alright, step one in our journey to sales mastery is all about hitting the books—or in our case, diving deep into research. Think of yourself as a detective, your mission? To uncover those hidden markets and channels where your dream customers are just waiting for someone like you to show up. It's not just about guessing where they might be; it's about using solid data to back up your moves. This means getting cozy with customer behavior, analyzing profiles, and even going a little deeper  with the insights to pinpoint exactly where these potential buyers are. So, how do you start? Begin with the basics: What do your potential customers like? Where do they hang out on? The best way to uncover this information is to look back at your previous customers and find the trends that link them together. Did they all come from the same sales channel? Same email within a cadence? Do they all want to discuss a specific product feature? It’s always better to reverse engineer success rather than trying to create it from scratch. Use this info to guide your prospecting efforts, making sure you're not just shooting in the dark. Now, you might be wondering, ‘What's next after finding where these folks are?' That's where the magic of lead generation comes into play. Stick around because that's the game we're diving into next. Step #2: Learn Lead Generation Moving on to step two, we’re talking about lead generation. This isn’t just a buzzword your marketing buddies throw around; it’s the bread and butter for any Sales Development Rep. Think about it like fishing – you’ve got your pond, you know exactly what you want to catch, now it’s time to put your line in the water.. But instead of fish, we’re after leads, and instead of a pond, we’re diving into those markets and channels we talked about earlier. To generate those sales leads you need to master the art and science of cold calling and emailing. Yes, I can hear the groans from here, but trust me, this is where the rubber meets the road. If you’re thinking of skipping this part, let me stop you right there. The top sales development reps?  They’re wizards at this game. Cold calling and emailing are your direct lines to potential leads, so it’s time to dial in your skills. First up, cold calling. This isn’t about just picking up the phone and hoping for the best. It’s about confidence, knowing your pitch inside and out, and most importantly, listening. That’s right, listening to the person on the other end can tell you everything you need to know to make that sale. And then there’s cold emailing. This is your chance to craft a message that not only gets opened but gets a response. Personalize it, make it relevant, and above all, make it clear what’s in it for them. Creating cold emails that book meetings is easy. Think about your content from the perspective of hitting the right person, with the right message, at the right time. And hey, once you’ve got a handle on this, it’s all about expanding your network. Stay tuned as we dive into networking next, because who you know can be just as important as what you sell. Step #3: Networking Alright, we’re moving into the realm of networking, and I’m not talking about your internet connection. This is step four, where face-to-face interaction becomes your secret weapon. Networking is all about building those real, trust-based relationships that can open doors you didn’t even know existed. Think of it as planting seeds that could grow into lead-generating trees. Now, you might be wondering, ‘How do I even start with networking?' Simple. Begin with the circles you already move in. Attend industry events, seminars, and workshops. Don’t just be a wallflower; engage, ask questions, and share your insights. Remember, the goal is to be genuine; people can smell insincerity from a mile away. Ever thought about how a casual chat over coffee could lead to a goldmine of leads? That’s networking for you. But hey, don’t put all your eggs in the networking basket. Up next, we’re diving into social selling, a game-changer in how we connect and sell in the digital age. Step #4: Social Selling This isn’t just about posting random stuff online; it’s a strategic move to keep you on the radar of your potential clients. Being top of mind isn’t about spamming their feed—it’s about showing up as the go-to expert they can trust. Choosing the right platform is crucial. Are your prospects hanging out on LinkedIn, Twitter, or maybe Instagram? Wherever they are, that’s where you need to be, sharing content that resonates, engages, and educates. But remember, it’s not a one-size-fits-all deal. Tailor your approach to each platform to strike the right chord with your audience. Now, how do you turn posts into trust and opportunities? By being consistent and authentic. Share your insights, comment on industry news, and engage in conversations. This builds your reputation as an authority in your field, someone who knows their stuff and isn’t afraid to share it. Even if you don’t feel like you’re an expert, there are two things to consider: You have likely discussed your product tens if not hundreds of times. This might be the first time your buyers have looked at products in your sector. To them, you are an expert in your specific space. Even if you’ve only been in your job 6-months, you’re 6-months ahead of your peers who are only just getting started. You might not be the most knowledgeable person in your space, but you can absolutely help anyone who is a few steps behind you. So don’t feel nervous about coaching, helping and advising your peers and prospects over social media. It’s usually the best way to get attention and drive more authority in your space. Remember, social selling isn’t a quick fix; it’s about building relationships over time. Stick with it, and you’ll see how powerful it can be in generating those much-needed leads.” I've added the call out to another video to make this section more practical. Feel free to do the same in your scripts and drop the link to the relevant video you want to link to in the script for the editor to add to the YouTube description.

There are many Cold Email Tutorials on YouTube  but this is the most effective process that I know. If you've ever wondered why some cold emails set up meetings like clockwork while others vanish into the abyss, you're not alone. Every day, professionals spend an average of 2.5 hours checking their inboxes, sifting through a mix of potential opportunities and, let's face it, spam. The truth is, email remains a powerhouse for customer acquisition and retention, especially for small to medium businesses. But there's a fine line between a strategic cold email that opens doors and spammy attempts that end up ignored. The distinction? Personalization, relevance, and offering undeniable value. In this video , we're diving into a framework that sidesteps the common pitfalls of generic outreach and positions your emails to not just get opened, but to compel action. Get ready to transform your cold email approach from a shot in the dark to a strategic, meeting-booking machine. Step #1 Get Attention Alright, let's talk about the game opener in cold email outreach: grabbing your buyer's attention without coming off as a jester in the court of sales. You want to hit that sweet spot where your buyer's eyebrows go up in intrigue, not in disbelief. It's about striking the right balance between being eye-catching and maintaining the gravitas of a trusted advisor. First off, your secret weapons are the subject line and the first line of the email. Marketo says the magic number for subject lines is seven words. Yes, just seven! But how do you make those seven words count? You open a curiosity loop that leaves your buyer hanging on the edge of their seat, wanting more. Think of the curiosity loop  as the trailer to the blockbuster movie that is your email. A killer “How to” or “What if” subject line that hits right where it hurts, their biggest pain points, and will stand out in the prospects inbox. That’s the subject line sorted. What about the first line of the email? Add a touch of Self-interest – Everyone's favorite radio station is WIIFM (What's In It For Me?), right? Now, for the golden touch: personalization. It's not just about slapping their name at the top of your email. It's about that first line resonating so deeply it feels like you've read their diary. A quick comment on their latest feature launch or a nod to their recent hiring spree shows you're not just another spammer; you're someone who's done their homework and genuinely cares about what makes their heartbeat faster in business. And here's where it gets even better: when you mix this strategy with the power move we're going to reveal in step four, you'll see magic happen. It's like adding nitro to your sales engine. Step #2 Demonstrate Need So you've caught their eye without resorting to the digital equivalent of streaking through the internet yelling about rubber duckies. Now what? It's time to show you're not just another pretty subject line; you're here to solve real problems. This is where you have to Demonstrating the prospects Need. Think of it like this: You're not just telling the prospect  you understand their struggles; you're showing them. And how do you do that? Through the art of storytelling, my friend. It's all about painting a picture so vivid, your buyer can't help but see themselves in it. We're going to use what I like to call the Reality Gap Method. It's like mapping out a treasure hunt where X marks the spot of their future success, and you've got the map. Current Reality: You acknowledge where they're at, maybe struggling to hit those sales targets or drowning in inefficient processes. Future Reality: Then, you dazzle them with visions of what could be. Imagine hitting those targets so often they start setting them higher, or streamlining operations so they're slicing through tasks like a hot knife through butter. Reality Bridge: This is the golden bridge that connects their current island of frustration to the promised land of success. It's where you hint at the tools, strategies, or wisdom you're offering to help them cross over. Here's a quick template: “Hey [Name], just helped [Another Name] turn their sales slump into a victory lap. They were exactly where you are now, struggling with [Issue]. With a few tweaks and some solid frameworks, they're now smashing goals left and right. Want to know how we did it?” No gimmicks, no fluff, just a straight shot from Problem Island to Solution City. Step #3 Give Proof So, you've piqued their interest and shown them a vision of what could be. But here's the kicker: why should they believe you? It's like when you tell a friend about this amazing burger joint, but they're like, “Sure, but is it really that good?” This is where you bring in the big guns: social proof. Imagine you're trying to convince your buddy to try that burger place. If you say, “Dude, even LeBron James eats there!” suddenly, they're all ears. That's social proof in a nutshell. It's not just you saying it's great; it's LeBron freaking James. In the world of cold emails, social proof is your LeBron. It's showing that others have trusted you and saw incredible results. This could be anything from a shoutout from a well-known brand, killer testimonials, to those shiny awards you've racked up. Here's how to sprinkle some of that magic into your emails: Name-Drop Like a Pro: Mention that time you boosted sales for a big name. “After we worked with [BIG BRAND], their sales went through the roof!” Stats That Stun: “75% of companies in [INDUSTRY] are now using our solution.” Numbers talk. The Happy Clients Strategy: “Did you know [COMPANY] slashed their onboarding time in half with our help?” Who wouldn't want a piece of that? Remember, collecting these golden nuggets of social proof should be as routine as brushing your teeth. Make it a part of your process to ask for testimonials whenever you knock a project out of the park. So, have you ever been swayed by what others recommend? Imagine applying that power to your emails. Stick around because next, we're diving into how to turn all this trust-building and curiosity into action. Step #4 Call to Action Alright, you've got their attention, shown them the dream, and proved we're not just talking the talk. Now, how do we get them to take that leap? This is where your Call to Action (CTA) steps in. There are three types of CTAs you can play with, depending on what you're aiming for: Straight CTA This is your “let's grab that coffee” moment. You're direct, asking, “Hey, does it make sense to jump on a call to sort this out for you?” No fluff, just a straight shot to booking that meeting. Because if you've got the solution to their headache, why wait? Two-Step CTA Sometimes, it's more like sliding into their DMs before asking them out. You're warming them up with, “Mind if I send over more details?” or “How about I shoot you a quick video explanation?” It's about sparking that convo, especially if they're not quite ready to commit to a call. Breakup CTA: And then there's the “It's not you, it's me” message. If they've been ghosting your emails, hit them with a light, positive note like, “Seems like this might not be the right time for us. Cool if I check back later?” It's your way of saying, “No hard feelings,” while leaving the door open for the future. So, ever had to choose between going straight for the ask or playing it cool with a softer approach? Implementing the right CTA could be a game-changer, huh? Keep this in mind, because mixing and matching these CTAs based on the vibe you're getting can really amp up your cold email game. Pulling it all together Here is an example of how this four step framework might look: Hi [NAME], I was chatting with [NAME] last week, and he said I should connect with you. I was sharing that we help [INDUSTRY] salespeople close more sales in just 28 days, guaranteed! That is a bold statement, right? We have helped [COMPANY] increase their sales by [X%] in the past few months. Would it make sense to jump on a quick call to see if we can do the same for you?

Closing the sales is tough, I get it. You do all the work building rapport and qualifying the lead, only to choke when it's time to seal the deal. Sound familiar? Many reps leave money on the table because they wait until the very end before asking the big “will you buy?” question. Talk about awkward! No wonder we avoid it. My buddy Sam would sweat bullets trying to close at the final sales meeting. But my other friend Walter takes a smoother approach by closing throughout the entire sales process. He asks micro-closing questions after each call to see if the prospect is ready to move forward. That way, there's no big scary finale – just a series of small commits. Want to boost your commissions? Then get comfortable asking for the sale my friend! Sprinkle micro-closes throughout your calls. The more times they say “yes”, the likelier it is they'll say YES to that final purchase. Stick around, as I'll share a the 3 simple steps to micro-close throughout the sales process. Step #1: “Does It Make Sense To [X]?” Alright, let's dive into the first step of micro-closing, which might just be the simplest tool in your sales toolkit. Have you ever thought about just asking, “Does it make sense to [X]?” depending on what you're selling? This isn't just a question; it's your secret weapon. “Does it make sense for us to get this installed for you next week?” or “How about we jump on a call to sketch out a rough business case for your manager?” It's smooth, isn't it? What's genius about this question is it's all about timing, not commitment. You're not cornering anyone; you're just checking if the stars align for a small step forward. If they hit you with a “no,” it's not about you; it's just not the right time. And that's your cue to figure out what needs to shift  for the buyer to move forward. Why does this ninja move work so well? First off, it drops the pressure. No one's expecting a laid-back question like that. You're updating the prospect  on the process, nudging them to think logically about the next step without the emotional baggage of a hard sell. And here's the kicker: it's simple. It's about collaboration, not coercion. You're showing you care about being on the same page, building trust and rapport without even trying. Now, if you're nodding along, thinking, “This could change the game,” you're right. But what if you get a “no”? Stick around because that's exactly what we're tackling next. Step #2. “What Do We Need To Do To Move This Forward?” Hit a “no” on your first micro-closing attempt? Don't sweat it. Remember, a “no” isn't a door slamming in your face; it's just a nudge towards a different path. So the prospect says, “Now's not the right time”? Perfect opportunity to pull out your next move. Ask the question: “What do we need to do to move this forward?” This isn't just any question; it's like asking for directions when you're a bit lost. It's collaborative, not confrontational. Your buyer is your co-pilot here, guiding you through their buying  process. They haven't shut down the idea of buying; they're just not ready to take the leap. Yet. By asking for their opinion on what the  next step should be, you're not guessing what they want; you're letting them lay down the roadmap. This way, you're not playing a guessing game; you're building a strategy together. And if you want to notch up your game, sprinkle a little bit of social proof into your question. Something like, “I hear you. Company X was in the same boat and found that doing Y helped them immensely. Could that be a step we explore?” It's subtle, yet powerful. It shows you're listening, and it leverages the ‘follow the leader' instinct we all have. Step #3. The Loop Ever felt like you're running in circles with a buyer, getting “no” after “no”? Welcome to the final game-changer in our micro-closing saga: The Loop. Here's the play: you start with, “Does it make sense to do X?” They say “no.” Cool, no panic. You pivot, “What about Y, then?” Another “no”? Alright, onto “Z sounds good, how about it?” Still no? No problem, next you ask, “Alright, what do we need to do next to move this forward? ” It's like a dance, where every step, even a backstep, moves you forward. This looping isn't just a trick; it's the art of staying in the game until you both agree on the next move that makes logical sense. It's about keeping the conversation flowing, avoiding that dreaded silence where leads vanish. Sure, it might feel like you're on a “no” train sometimes. But remember, each “no” is actually a step closer to “yes.” IThe sales process is a  learning curve, for them and for you. As we wrap up, remember, those final sales meeting jitters? They're a thing of the past with micro-closing. Each time you have micro-closed throughout the sales process,  you've built up to this moment, making the final “yes” just part of the journey, rather than a bold   leap of faith. You've been in sync with your buyer all along, turning potential stress into just another productive chat.

In today's fast-paced market, knowing how to sell a product is crucial for business success,. he truth is, the art of selling has evolved, and staying ahead means adapting. The good news? I’m here to guide you through this transformation. To sell a product effectively, you need to navigate through six essential steps we'll uncover in this video. These steps are designed to not only grab attention but convert that interest into tangible sales. Let’s begin: Step #1: Find Your Ideal Customer Persona Kicking off our journey into mastering sales, the first thing you gotta nail down is finding your ideal customer persona. Think of this as detective work where you're piecing together a profile of your dream buyer. Why? Because aiming your pitch at the right crowd makes everything else smoother. You're looking for folks who get what you're selling, feel the pain it solves, and basically have their wallets out already. Now, you might be wondering, “How do I find these dream buyers?” Easy! Dive into your past sales and spot the common threads. What job titles keep popping up? Which industries? Any patterns in company sizes or locations? This detective work helps you sketch out a buyer persona that’s not just a shot in the dark but a targeted blueprint of who you’re after. Now, why bother with all this profiling? Because knowing your ideal customer is like having a treasure map. It leads you to sales gold. Once you’ve got this down, crafting a killer value proposition becomes a piece of cake. That’s what we’re diving into next. Step #2: Build A Value Proposition Step #2: Define Your Value Proposition Alright, you've got your dream buyer in mind; now let's chat about your value proposition. Imagine you're at a party, and someone asks, “So, what do you do?” Your value proposition is that killer response that has them saying, “Wow, tell me more!” Instead of looking for the nearest exit. It's your sales pitch's secret sauce, promising your buyer why you're their best bet. Think of a value proposition as your business's pledge to your customers, minus the fluff and filler. It's where you spell out the perks of choosing you over the guy next door. But here’s the twist: it’s not just any promise; it’s a laser-focused, jargon-free promise that shows you get your buyer’s needs like no one else. Why’s it a big deal? Because when what you’re selling fits like a glove with what they’re itching for, it’s like magic. They’re more likely to say, “Where do I sign?” This alignment is crucial, and it’s your job to broadcast it loud and clear. Crafting this golden message isn’t something you leave to chance or pass off to a marketer who’s never chatted with your buyers. You've got to roll up your sleeves and build it yourself, with insights gleaned from understanding your audience inside out. A good structure to present your value proposition is – I help X person, solve Y problem, by doing Z thing. For me selling sales training to B2B salespeople and small business owners at Salesman.com I might say – I help B2B sellers, find and close more deals using proven, step-by-step frameworks. A rock-solid value proposition isn't just a nice-to-have. It's your secret sauce when we get to the last step: Closing. That's right, stick around because, in our last step, we’ll dive deep into how this all comes together to seal the deal. Step #3 Use A Cadence So, you've got a killer value proposition. Now, how do you get it in front of those dream buyers? Welcome to the world of sales cadence—a fancy way of saying “a killer follow-up plan.” Without a plan, you're just throwing darts in the dark, hoping to hit the bullseye. Here’s the deal: winging it in sales is like trying to bake a cake by guessing the ingredients. Spoiler alert – it doesn’t work. A structured sales cadence is your recipe for success. It simplifies your outreach, lets you scale without turning into a spam monster, and gives you insights to tweak and improve. The endgame of your sales cadence? To get your ideal customers to book a call, not to seal the deal right off the bat. Here's a pro tip: open a “curiosity loop.” Highlight a problem they might not even realize they have, tease them with the possibility of a solution, and make them understand that the only way out is through a call with you. If you spark enough curiosity about solving their issue, they’ll be dialing your number in no time. The final thing to do with your sales cadence, when you’re happy that you’re sparking enough curiosity to book a meeting is to systematize your outreach. Stick to a predefined series of sales activities, group them together into daily plays and then finally stick to the same message across multiple days to share the different angles of value that you can potentially offer the prospect. Now that you’ve got the gist of a sales cadence, stay tuned. Next up, we’ll dive into how to uncover and diagnose your buyer’s real challenges. Ready to become a diagnosis detective? Step #4: Diagnose Their Issues After setting the stage with your sales cadence, it’s showtime: the diagnosis call. We’ve lots of content on how to run a diagnosis call on this YouTube channel. There is also a full chapter on it in the Selling Made Simple book which you can download for free from Salesman.com. Something to think about within your diagnosis call though is to ease into your pitch with a smooth transition rather than diving straight into it. Imagine saying, “I think we can help. Would you like me to explain how?” When they say yes (because who wouldn't?), you've just earned the green light to share your solution. It’s like asking, “Mind if I show you a trick?” And everyone loves a good trick. This approach is gold. Why? Because it feels less like a sales pitch and more like you're offering a helping hand. You're asking permission, turning the whole conversation into a two-way street. It’s a game-changer, breaking the pattern of those pushy sales calls we all dread. Now, for the grand finale: moving towards closing without making it awkward. Picture easing into it with, “Does it make sense to take the next step?” It’s smooth, it's respectful, and it opens the door for them to say, “Yeah, let’s do this.” Now it’s time to learn how to follow up! Step #5: Follow up When you're following up and hitting a wall of objections, it's time for a reality check. First, sketch out where your buyer currently stands. Ask them to lay out the facts—the real numbers showing where things are at. Then, dive into how this problem is actually affecting them. Are they pulling extra hours? Missing out on personal goals? How's that making them feel? Stressed? Overwhelmed? Next up, paint a picture of what life could look like if they solved this issue. . Get the prospect to imagine hitting those sales targets, feeling the stress melt away, and regaining confidence. But here’s the clincher: measure the gap between their now and that brighter future. If that future doesn't seem worth the leap, it's your cue to amp up the appeal or dial up the pain of staying put. Your goal? Make that gap look like the Grand Canyon. They should feel like they’ve got no choice but to jump to the other side—with your help, of course. This can be the basis of the majority of your follow up communication with the prospect. You both agreed that they have a pain and they know you’re the right person to fix it in the previous diagnosis call. All you have to do now is make the pain of not taking action so great that they get the contracts signed. Step #6: Close Getting agreement that you can help doesn’t mean anything until the buyer pays the cash and your product is delivered. To do that we’re going to use the Salesman.com closing framework. Lots of sellers get stressed about the closing process. They think it’s this big, crazy, magical moment where you ask for the business and the buyer… maybe gives it to you. There is a better way of closing in sales. Follow this two-steo process – Ask the question “does it make sense to…” It could be, does it make sense for me to send over the contracts or does it make sense to get this wrapped up today. If the buyer sales “yes” then congrats, you just closed the sale. If they say “no”, then you ask “No worries, what do we need to do to move this forward?” That’s it. Closing the sale shouldn’t be scary, it’s as simple as that.

In this video we cover 5 strategies to increase sales no matter what you sell or the industry you sell within. Strategy number one is to make your value proposition more specific. 1: Specific Value Proposition The more specific your value proposition is, to the needs of your specific buyer the more meetings you’ll book from your prospecting and the higher your closing percentage rate will be. Most sellers try and aim for a broad value proposition during their cold outreach thinking that if they cast a wider net, they’ll hook more prospects onto a call. This isn’t how it works in reality. Imagine you need to get rid of a body. I won’t question why you have a body that you need to get rid of… but it needs to be gone ASAP. Lets say you get an email that offers to get rid of whatever waste you have in your home. Well that is somewhat compelling. But if you were to get an cold email that shares a new way of getting rid of a body, when they need to be disposed of FAST, then obviously that’s the one you’re going to reply to. You have to be bold with your value propositions when engaging with potential customers. You have to avoid playing in the zone of indifference. Push the fact that you can improve or solve a specific problem to get out of this zone of indifference in the middle that most sellers play within. Next up, I want you to stop talking about features and benefits. 2: Features, Benefits, Desires Stop talking about the features and benefits of your product. Literally, nobody gives a shit. Your widget or software has this button? Comes in this colour? Does this thing? Nobody cares. Instead, focus on the buyers desires. Think of the buyer's desires being at the very core of their decision making process. Let me give you an example: Feature – com Academy has step-by-step training videos. Benefit – The training videos will help you better implement our frameworks. Desire – We will remove the stress and overwhelm from executing an effective sales process and achieving your financial goals. This third layer of value that we call desire should be the focus of 90% of your communication to the buyer. This only shifts towards the end of the sales process when we might communicate more of the practical features of the product as the prospect justifies their emotional purchase decision with logic. Next let's take a look at how we can put the right desires in front of more of the right prospects. 3: Refine Your ICP If you are booking meetings, then you should constantly be refining your ICP or Ideal Customer Persona. B2B sales becomes way easier when you put the right message, in front of the right person, at the right time. Once you’re booking a steady stream of meetings from your cold prospecting each week, it’s time to sit down and refine your ICP. Look at all the people who booked a meeting with you and see what they have in common. It could be: Job titles Industries Locations Company size Specific goals Target pain points Current solution Buying process Technologies leveraged Your goal becomes simple: Find more of the people who buy big and buy quickly. Stop wasting time with the wrong prospects. Start spending more time with the people that actually want to work with you. Once you have a better idea of your ICP it’s time to start building a step-by-step sales cadence. 4: Step-by-Step Sales Cadence Most salespeople live in what I call the roller coaster of sales. That is, some weeks they prospect, other weeks they don’t. Some days they cold call, other days they chase their tails with another random task. That leads to an up and down, boom and bust cycle of results and failure. This is stressful for both you and your sales manager. Your sales manager wants to work with sellers who are foracastable. They value reliability in their sales planning almost as much as they do new revenue generation. That is what you need to implement a step-by-step sales cadence. You remove so much of the stress from the sales process and you’ll get your sales manager off your back if you can show them that when you put 100 prospects into your sales cadence, you book X number of meetings out of the other end of it. Having a proven, systematic prospecting system means that if you’re ever slightly behind on your numbers you can add a few more prospects at the top of the funnel. Heck, if you’re ever miles ahead of your numbers but you’re feeling close to burning out, then you can titrate these numbers down too. This allows you to work within your “stretch zone”. Working within your stretch zone feels good. You’re pushing yourself but it’s still fun. You feel challenged but not overwhelmed. Your stretch zone is where you’ll earn the most commissions, for the longest, most sustainable amount of time. And that leads us into the final and maybe most important sales strategy in this video, to micro-close more often. 5: Micro-Closing Micro-closing is when we confirm where we are within the buying process with the prospect throughout each of our conversations with them. It might sound like, “OK, sounds like we’re a good fit, if I can solve X, would you commit to Y?” during a discovery call with a potential customer. Or even just asking “Does that make sense?” regularly during a sales demo. The most important thing is that you’re consistently micro-closing throughout every, single interaction with your prospects. This is because your buyers are human and humans are easily distracted. Micro-closing narrows the focus of a conversation. It can be used to pull a buyer back on track if they’re unsure what the next steps of the buying process is. Additionally, mico-closing keeps you informed as to if you are on the right track too. Lots of sellers don’t micro-close until the very end of a call or even worse until the end of the entire sales process. They then get hit with an abrupt objection or paniced rejection from the prospect. Micro-closing as you go throughout your conversations with the buyer allow them to tell you if you're helping them move along their buying journey. If not, you can ask them “OK, no worries, what do we need to do to move forward?” and if you have enough trust with the prospect, they will coach you on how to close them.

Podcast discusses the importance of creating urgency in B2B sales to prevent deals from stalling. It explores the concept of 'pain of implementation' and uses the analogy of weight loss to showcase short-term thinking. Strategies for building and maintaining sales urgency include strategic questioning and promoting product benefits.

Want to find better buyers and weed out the crappy leads that only end up wasting your time? Then be sure to ask the 9 qualification questions we’re talking about in this video on each of your discovery calls. Diagnosis calls are slightly different to traditional discovery calls because they cover discovery, qualification, product positioning and micro-closing in a single call rather than spreading all of this out over multiple engagements. 1) Uncovering Pain Is your prospect dealing with a problem? And are they in enough “pain” to drive the right amount of urgency to buy? A “yes” to both is downright necessary. And to get to the bottom of it, you can ask two questions in particular… “You booked this call with me today, what led to getting this call booked in?” What’s the main reason they’re talking with you right now? You’ll have to do a bit more digging of course. But even in the most tight-lipped buyers you’ll still uncover at least a kernel of truth. “What’s stopping you from solving this issue yourself?” One of my favorite follow-ups to the previous question. Not only does this question uncover any roadblocks to implementation you may hit down the road. But it also gives you a clearer idea of how big this problem really is. Because if it really was a problem, the buyer should have been working to solve it themselves. 2) Timeframes Not all timelines will line up. And one of your chief concerns when qualifying is whether your prospect’s timeline matches your own. When do they want this problem solved? Today? This quarter? Next year? As a rule of thumb, the buyers you want to work with should all want to solve their problems quickly. Because if they don’t have urgency, they won’t be compelled to act. And that might mean feet dragging, ghosting, and an overall waste of your time. “When does this issue need to be solved by?” This straightforward question gives you no-bullshit timeline you can use to assess if your timeframes are a match. 3) Confirming Fit And for this category, you actually need to ask yourself… “Do I have the solution for this buyer’s problem?” Honesty is key here. The best reps don’t oversell their product’s capabilities. Why? Because they know a dissatisfied and duped buyer ruins reputations, doesn’t provide referrals, and never ever comes back to buy again. So you need to think long and hard about whether your solution will really make the buyer’s problem a thing of the past. 4) Calculating ROI No matter how big or how small, every new solution takes effort to implement. Buyers need to change vendors, hire new staff, train on novel systems, or fight for a change to the budget. The question is, is the value your solution provides worth that discomfort? How much will they have to change to accommodate it? And when all is said and done, will they look back on the investment as a good purchase or one that ate up too many resources? You can start figuring that out by asking… “How would things be different if we solved this for you?” What will actually change for the buyer once they implement your solution? Is it a simple quality of life difference? Or does the switch lead to real change for the business on a fundamental level? This one’s key because no matter how well you think you understand the industry, every business is different. And asking the buyer outright will give you better insight into the real value your solution offers. 5) Understanding Process Be sure your buyer is willing to adapt to your process before working with you. Check to see if they’re willing to stop working with current vendors, put in the necessary time for training, and whatever other “musts” need to be done to get maximum value from your solution. To get to the bottom of this one, ask… “When your organization has done similar projects in the past, what process needed to happen?” This question gives you a clearer idea of what lies ahead should the buyer be a reasonable fit. How much work will they have to put in to overhaul their system? How much work will you have to put into training and getting their team up to speed? Basically, is the work required reasonable or out of line? 6) Agreeing Budget As Experiment 27 Founder Alex Berman told me in our interview… “Find the right people because if your buyers have a budget and they're ready to buy, it's very easy to close them.” – Interview with Alex Berman, Founder & Chairman of Experiment 27 [23:35] – Salesman.com Podcast Budget talks can be touchy subjects, it's true. Which is why you may want to avoid the topic until later in the conversation. But on the other hand, you need to be 100% clear on whether your prospect has the funds to pay for your solution. Otherwise, what are we talking about here? “How are projects like this funded?” Not all projects fall under a clean and uniform budget. Sometimes they’re spread over multiple teams and departments instead. With this open-ended question, you’re getting a better idea of how many hoops your buyer will have to jump through to get proper funding. On top of that, you’ll have a better idea if they’re the final decision-maker or if they’ll have to loop in other department heads before settling on yes or no. 7) Identifying the Champion Your buyer’s decision is going to be influenced by other individuals in the business. It could be heads of other departments, higher-ups in the C-suite, or even influential team members below them. That’s why it’s important to figure out who these other individuals (or “champions”) are before you decide the buyer’s a fit. And is there someone else you should be talking to here? “If you were to make a purchase decision, who else would help with that process?” Without asking the question directly, this subtler approach will help you uncover any other decision-makers that may influence the passing of the deal. It also avoids hurting the buyer’s pride. After all, no one wants to feel like they aren’t in charge here. 8) Getting Agreement It’s up to you to get your buyer’s verbal commitment on the call. Otherwise, they’re liable to walk away after days or even weeks of your hard work. So when you’ve determined that a buyer is a solid lead, don’t end the call before asking the discovery call question below. “You’re a good fit to work with us. If we can solve X, will you commit to Y?” This time-tested formula has it all—validation, a hint of flattery, results anchoring. By asking this question, you’re tying your solution to a specific result. And equally importantly, you’re influencing the buyer to commit to that solution, provided you can achieve the results you promise. After that, the only thing left to do is nail down the specifics and sign the papers. So there you have it, 9 probing questions you should always be asking in your discovery calls. If you ask each of these questions, you’ll have all the intel you need to know if the prospect you’re talking with is a picture-perfect fit or a fish you should throw back to sea.

If you want to consistently win at sales then you need to be strategic in your approach. It’s not good enough to randomly be connecting with prospects and hoping that they will buy from you. You need to implement step-by-step systems that allow you to find and close business like clockwork. And that’s where the three sales strategies that I’m going to cover in this post come in. Right Message, Person, Timing The first sales strategy is designed to rapidly improve your prospecting. It’s deadly simple. For every prospecting activity you do, ask yourself if you’re sending the right message, to the right person, at the right time. If not, then don’t send it. This simple framework forces spammy sellers to stop spamming and it encourages sellers to share too much information to pull back. When I’m coaching the students in my Salesman.com Academy program I find that most prospecting issues come down to the fact that the individual isn’t: Sending a message that is going to leave the prospect in a position where they are excited to book a call. Connecting with the real decision maker that can move a deal forward. Communicating at a point in the buyer’s journey where the prospect has enough urgency to get a deal done. Critique every single step of your sales prospecting cadence against the criteria of; right message, right person, right time and your meeting booking conversion rate will sky rocket. Which leads me to the next sales strategy of understanding “buying temperature”. Buying Temperature Understanding the required buying temperature for your prospects to commit to getting started is integral to sales success. Think of your sales process as needing a certain level of temperature put into the system before it hits an “activation energy” where the deal happens naturally. Your goal as a seller is to increase this buying temperature with every single interaction you have with the prospect. Every time you send a crappy email like, “Hey, not heard from you, just checking in?” The buying temperature decreases. Alternatively, every time you share an insight, build trust or create curiosity in the fact that your product is likely to help the prospect solve a painful problem, you increase the buying temperature. As the temperature in the system increases you go from the prospect thinking “I don’t care”, to “OK, I’m interested”, to “Let’s do this!” It’s only at the point that the prospect commits to becoming a customer. The sooner you can help them make that psychological shift, the shorter your deal cycles will become and the easier it is to increase deal sizes. So remember to ask yourself, “is this going to increase or decrease the prospects buying temperature” every time to attempt to interact with them. And that leads us into our third sales strategy. This strategy is how you practically increase your prospecting buying temperature by leveraging the “curiosity loop”. The Curiosity Loop The curiosity loop is essential when prospecting to book your first meeting with a buyer and when you’re trying to get a deal over the line. When you implement the curiosity loop you eliminate the risk of oversharing which is a trap most sellers fall into. Most sellers try to explain the problem that they solve and then how they solve it in their communications to the buyer. This often leaves the buyer with the feeling that they know the “how” and so they can then go and resolve the problem themselves. Of course nine times out of ten, they don’t solve the problem and continue living in pain. A much better way to increase buying temperature whilst keeping the attention of your prospects is to open a curiosity loop and then only close it on the next meeting. For example, in your cold outreach you might explain that you hypothesize the buyer has a problem. You share that you might just be able to solve this painful issue for the buyer. But rather than tell them how you will solve it, you ask them to jump on a quick call to see if you might be a good fit to work together. If you’ve sent the correct hypothesis of pain (right message), to someone who has this specific pain (right person), at a moment of time where they have the budget to resolve the issue and the power to make that final purchasing decision (right timing) then this person would be crazy not to jump on a quick call with you. Humans all, naturally have high levels of curiosity. When you can pique it and then give them a logical next step to fixing an issue, you’ll see your calendar get flooded with new meetings.

Ever feel like your sales strategy hit a wall? You're not alone. Many struggle with methods that just don't cut it anymore, leaving you frustrated and questioning what's missing. But what if you could turn it all around? Today, we're breaking down the ‘4 Rules of Sales' that'll transform your approach and skyrocket your results. Whether you're a seasoned pro or just starting out, these insights are your key to unlocking a whole new level of success. Rule One: Treat Sales Like a Game Let’s start with the first rule of sales: Treat it like a game, not a chore. Now, before you roll your eyes and think, “Games are for kids,” hear me out. What makes a game? Inputs, variable outcomes, and feedback loops.   Think about it. In a game, you make a move, see what happens, and adjust your strategy. Sales are the same. In sales, your inputs are the calls you make, the emails you send, and the presentations you nail. These are your moves on the chessboard. But here's where it gets interesting – not every move wins the game. You'll face rejections, and guess what? That's your feedback loop. It's the game's way of saying, “Try a different move.” And just like in any game, outcomes vary. Some deals are your bonus level, easy and rewarding, while others are that boss battle you prepare for, strategize, and maybe even struggle to conquer. Now, think about this. What's the real cost of losing a round in this game? Zero. Nada. Nobody's getting hurt if your pitch doesn't land. No prospect is out there plotting revenge because your product didn't dazzle them. The stakes might feel high, but in reality, you're just playing a game where the worst outcome is a “no,” and the best? Well, that's the big win, the high score, the dream house. But here's the kicker – it's not just about playing the game; it's about mastering it. How? By understanding that success in sales, much like in any game, comes down to how well you play. Your tools are simply words and strategy. Your reward? More than just bragging rights – think bigger, think a house with a view. And remember, while you're playing this game, you're not alone. You're competing, sure, but every player has their eye on the prize. And that’s what I’ll reveal in the the fourth rule of sales. But let's not get ahead of ourselves. For now, let's focus on mastering the game in front of us. Because, at the end of the day, in the grand game of business, there's room for just one winner. So, as we gear up to reveal more rules of this game, think about how you've been playing so far. Have you been making moves without seeing them as part of a bigger strategy? Stay tuned, because we're about to take this game to a whole new level. Rule Two: You’re Not Selling a Product Rolling into the second rule of sales, and this one's a mind-bender: you're not just selling a product; you're selling a bridge. Imagine for a second, your buyer's living in their own version of reality, right? But it's not where they dream of being. That's their current reality. Now, there's this sparkling, shiny future they've got their eyes set on—that's their future reality. And what are you offering? You're the savvy guide handing them the map to cross from here to there. This is the Reality Gap Method in action. It's like you're holding the key to a secret passage that leads them to their treasure chest of dreams. Every product, every service you sell, it's not just an item or advice; it's a ticket to their future. The whole economy's running on this fuel—people chasing better realities. So, when you're talking to your potential buyers, it's not about the specs of what you're selling. It's about painting that picture of where they could be and showing them how what you offer is the bridge to get there. Once they see that vision, selling becomes as easy as connecting the dots. Remember how we talked about the game of sales? Think of this as unlocking a crucial level where you help players navigate from point A to B. Rule Three: Get the Meeting Jumping into the third rule of sales: the key to closing a sale is getting that meeting. It's all about the perfect blend of A, B, and C. A is your killer message, the one that turns heads. B, your ideal customer, exactly who needs to hear your pitch. And C, the timing, hitting them when they're most receptive. This is the essence of your strategy: Value Proposition, Ideal Customer Persona, and Trigger Event. Prospecting is your initial test, a mix of guesswork and strategy, honing your approach as you learn. It's about finding that sweet spot where your message, the right person, and the perfect time intersect, leading to that all-important meeting. Once you're in, it's diagnosis time. Are these the right variables for your buyer? If not, it's quick pivot time—tweak your message or find the real decision-maker. Closing hinges on aligning your value proposition with the buyer's needs, ensuring they're the decision-maker, and pinpointing a trigger event that compels action now. Hitting a snag? Reflect on these: Is my message impactful? Am I engaging with the decision-maker? Is there an urgent reason for them to act? Master these elements, and you're not just playing the game—you're strategizing for the win. Rule Four: It's a Zero Sum Game Now to the fourth and final rule of sales, and it's a game-changer: sales is a zero-sum game. Picture this—only one victor, no runner-ups, no consolation prizes. In the cutthroat world of B2B sales, it's win or go home. But the truth is you don't need to be a sales superhero; just being 1% better than the rest can clinch the deal. If your rivals are lagging, you're already ahead. The power's in your hands. Struggling against the competition? Time to level up by that crucial 1%. That's how you turn the tables and start winning big.