In sales, you’ve got to learn to think like a con man. Dumb salespeople just keep talking about the product. Smart ones only do three things, and that’s exactly how I get my clients to sign deals worth millions.
If I could go back to my first year in sales, I would be endlessly patient with the client. All that going out drinking and singing with them, I wouldn’t do a single bit of it. I’d never call a client buddy or sweetheart again.
I just force myself to memorize these thousand-plus closing lines first, and then even the most difficult client is easy.
One, a client says your price is too high. Whatever you do, don’t say our price really isn’t high. You get what you pay for. Good things just aren’t cheap. Instead, say, you’re right, our price is a little higher, but the clients who knowingly pay more to go with us aren’t doing it because they’ve got more money than sense. They’re doing it because they’ve already made their choice between cheap and quality.
Two, a client asks, can you bring it down a little more? Whatever you do, don’t say, let me get approval for you. Instead, say, just tell me straight what surprise you can live with. Approval has no end to it, and besides, you already have a number in your head you’d accept.
A customer says, I don’t have time, let’s connect some other time. Whatever you do, don’t say, okay, when would be a good time for you. Instead, say, look, we’ve been talking for a while now, so I’m guessing you’re actually pretty interested in what we offer. If you’ve still got any concerns, let’s just settle them right here on this call. That way we don’t waste your time and it keeps it efficient.
If you’re feeling lost in sales right now, if no matter how hard you try, you just can’t close a single deal. But deep down, you know you want to be number one. You want to make millions. Then here’s my advice: the difference between an average salesperson and a top one isn’t that the other guy’s smarter, it’s that he knows some techniques.
Put what you learn to work, and you’ll dominate in any industry you step into.
