0:00
Sales is the lifeblood of every
0:02
business. Now, what I'm going to do is
0:03
I'm going to take you through everything
0:04
that I know about creating a great sales
0:07
process as quick as I possibly can.
0:08
We're going to look at what happens
0:09
inside a great sales meeting, and we're
0:11
going to deconstruct it into 10 points.
0:13
I'm going to tell you about my sales
0:14
follow-up process. And I'm also going to
0:17
tell you how to get warm and qualified
0:18
leads into the sales pipeline. We're
0:20
going to string it all together into one
0:22
methodology that I call laps. Laps
0:24
stands for leads, appointments,
0:26
presentations, and sales. And when you
0:28
get a lapse rhythm going in your
0:30
business every single week, you cannot
0:32
help but grow into a much more
0:34
successful business. I've got some
0:35
honest advice at the end as to why
0:37
people trip up in their sales
0:39
presentations. And I'm also going to
0:40
give you some really good tips as to how
0:41
to use AI to ramp this process right up.
0:44
It's so easy on YouTube to just take
0:46
good content for granted. With this
0:48
particular video, I want you to remember
0:50
it's taken me 25 years to share all the
0:52
things I'm about to share with you for
0:53
free. And if you do this, you're going
0:55
to end up bigger and more profitable
0:56
than your wildest dreams. Let's get into
0:58
it. Step one is you have to understand
1:01
something called laps. Laps, laps, laps,
1:04
laps. That is the engine room of your
1:06
business. Laps stands for leads,
1:08
appointments, presentations, and sales.
1:10
It's the flow of opportunity that
1:12
connects attention and interest through
1:14
to money in the bank. So, what we're
1:15
going to do is we're going to really
1:16
break up the lapse framework into leads
1:19
and appointments, which is finding
1:21
opportunities, and presentations and
1:23
sales, which is making money. Now, you
1:24
definitely want to stick around for the
1:25
presentation and sales bit, cuz that's
1:27
where the money hits the bank. Step one,
1:29
let's get you more warm leads. Don't
1:31
skip ahead. I know you want to get to
1:33
the presentation bit. I know you want to
1:35
get to more sales, but let's start by
1:37
expanding your pipeline. How do we get
1:38
more warm leads? We're going to get more
1:40
warm leads with this three-part system
1:42
that has been proven academically and
1:44
practically in the real world. The three
1:46
parts is short form content into long-
1:49
form content into signals of interest.
1:51
Let me just break it down nice and
1:52
simply. In order for people to become a
1:54
lead who's warm and in your pipeline,
1:56
they have to get to notice you and get
1:57
to know you so that they can signal
1:59
interest that they want to work with
2:01
you. How are they going to notice you?
2:02
They're going to notice you through
2:04
short form content on social media. Now,
2:06
the research says that people notice you
2:08
for the first time when they see you for
2:09
the 11th time. So, you've got to produce
2:11
a lot more content so that people have
2:13
the opportunity to see you 11 times.
2:15
Now, the harsh reality is that the clock
2:17
resets every 90 days. So, if they don't
2:19
see you 11 times within 90 days, they
2:22
don't notice that you ever exist. So,
2:23
that means at a bare minimum, you've got
2:26
to be posting every few days on social
2:28
media. My recommendation is that if
2:29
you're not posting every single day on
2:31
social media, you're leaving money on
2:33
the table. For a small business, I
2:35
recommend choosing one platform. And
2:36
then when you're a bigger business, I
2:38
recommend choosing four platforms and
2:39
posting every single day. Now, what are
2:41
you going to post? You're going to post
2:42
anything at all that hooks the attention
2:44
of your perfect customer. So, you're
2:46
going to have an ideal customer in mind.
2:48
You're going to share with them things
2:48
that could be strange, things that
2:50
they've never heard before. You could
2:51
share with them amazing, desirable
2:53
outcomes that they want to get. You
2:54
could share with them free value. Or you
2:56
could talk about familiar topics that
2:58
they already want to know about. These
3:00
are some of the things that will go into
3:01
that short form content. Short form
3:03
content is anything that can be
3:05
experienced by a customer in 1 to three
3:07
minutes. It's posts, its images, it's
3:10
short videos, it's carousels just coming
3:12
out there and it just lands on social
3:14
media every single day and it typically
3:16
has a call to action which is to go to
3:18
your main account and experience some
3:20
long- form content. Now, what is long
3:22
form content? Long- form content is the
3:25
type of content that takes 10 minutes to
3:27
2 hours to consume. It could be a long
3:29
post. It could be a PDF report. It could
3:31
be a 10-minute video. It could be a
3:33
1-hour podcast episode. Or it could be a
3:35
2-hour workshop that you invite people
3:36
to. What we're looking for is just to
3:38
clock up time with people. See, there is
3:40
some research from Professor Robin Dunar
3:42
that says people need to spend 2 to 7
3:44
hours with you in order to feel like
3:46
they know you and trust you. So, one of
3:48
the first things that you want to do is
3:49
get more people consuming long- form
3:52
content. The short form content drives
3:54
people to the long form content. My
3:56
personal experience tells me that you
3:57
should have four pieces of long- form
3:59
content available for people to watch,
4:01
read, or listen to. You don't need that
4:03
on day one. You're going to build up to
4:04
having four pieces of long form content
4:06
across the course of 12 months. And it
4:08
could be podcast episodes that you go
4:10
on. It could be longer videos that
4:12
produce longer reports that you write or
4:14
maybe even a book. Either way, your
4:16
short form content gets people to
4:18
consume some of this long form content.
4:20
All of that is happening on social
4:21
media. Once people have consumed some
4:23
long- form content, you then want to ask
4:25
them to signal their interest. You want
4:26
a signal of interest that says, "I'm
4:28
interested to know more. I want to work
4:30
with you in some way." So, there's a few
4:32
things that work really, really well for
4:33
a signal of interest. You can ask people
4:34
to join a waiting list. You can ask
4:36
people to fill in a form as an
4:38
expression of interest. You can ask
4:39
people to fill in an assessment where
4:41
they take an online assessment to see if
4:42
they're ready to work with you. You can
4:44
get people to join a discussion group or
4:46
one of my favorites is to get people to
4:48
join a live webinar. When they register
4:50
for any of these things, you can count
4:52
that as a strong signal of interest that
4:54
they're interested in what it is that
4:56
you do. Now, the reason that you know
4:57
that this is a signal of interest is
4:59
because all of this short form and long
5:01
form content happens on social media,
5:04
but the signal of interest happens on
5:06
your landing page. In order for people
5:10
to go to the landing page, they have to
5:12
have seen you on social media, clicked a
5:14
link, gone across to a landing page and
5:16
filled in a form, which means they've
5:18
given you a strong signal of interest.
5:20
And when we get those signals of
5:21
interest, we have a special name for
5:22
that. We call that a lead. Now, if you
5:25
want to ramp this up, you can do it in
5:26
two ways. Number one, you can pick your
5:29
highest performing short form content
5:31
and you can boost it with ads.
5:33
Additionally, you can fire off direct
5:35
messages to carefully selected
5:38
individuals who you think would either
5:40
enjoy your long- form content or who you
5:43
think should be filling in a signal of
5:45
interest page. So, you can use direct
5:46
messages as well. And if all of this is
5:48
working well, you can collaborate with
5:50
others who have a similar audience that
5:52
you're trying to target, but they have a
5:53
non-competitive offer. And you can work
5:55
together through joint ventures or
5:57
sponsorships in order to ramp up the
5:59
number of people who know who you are.
6:01
But all of that needs to culminate in
6:03
these signals of interest that we're
6:05
going to call leads. Now, once you've
6:06
got leads, you can move to the next
6:08
step. So, you've generated some leads.
6:10
Now, it's time to book some
6:11
appointments. Now, bear in mind, we
6:12
haven't even gotten into the value where
6:14
the money is going to hit the bank. Stay
6:15
with me. This is meant to be a training
6:17
video. It's not meant to be a short
6:19
piece of content that you consume as
6:21
you're scrolling. This is designed to be
6:23
a gamecher for your sales process. So,
6:25
stay with me. Keep your pen and paper.
6:27
Let's keep learning together. As soon as
6:29
someone fills in a lead page, you want
6:31
to follow up as quick as possible. And
6:32
you have one goal when you're reaching
6:34
out to someone, and that is to book an
6:36
appointment. It's to get a commitment
6:38
that they're willing to spend some time
6:39
with you. You see, the first sale is not
6:41
about the product. It's about getting
6:43
people to commit that they're going to
6:44
explore what you have to offer. It's a
6:46
commitment of time, not a commitment of
6:48
money. So, there are four steps to
6:50
booking an appointment. Step one is to
6:52
reaffirm relevance. You want to let
6:54
people know that they filled in a form,
6:56
that they were interested in in a
6:57
particular topic, and now you're
6:59
following up. So, you're letting them
7:00
know that there is relevance. Step two
7:02
is an optional step if you're using the
7:04
phone to follow up. And that is to ask
7:06
permission. This is where you say, "Have
7:07
I caught you at a good time? I've got 1
7:09
to 2 minutes to follow up based upon the
7:11
fact that you filled in that form. Can I
7:13
be really, really quick and just share
7:15
with you who I am, why I'm calling, and
7:16
see if it's appropriate to set an
7:18
appointment with you." So, that's just
7:19
getting some permission. If you're using
7:21
asynchronous communication like text
7:23
messages or emails, you don't need the
7:25
permission step. Step three is where
7:27
you're going to pitch your value so that
7:29
they know whether they want to commit to
7:30
an appointment. So here's what we're
7:32
going to do with the pitch. The pitch is
7:33
that you're going to use the framework
7:36
name, same, fame, pain, aim, and game.
7:42
And we call this a hook pitch or a
7:43
social pitch. So name is obviously your
7:45
name and your business's name. So who
7:48
are you and where are you calling from?
7:49
Same is what is something similar to
7:52
what they already understand. They
7:53
already know that you can put yourself
7:55
in that category. If I'm talking about
7:56
one of my businesses called book magic,
7:58
I say we are an online piece of software
8:00
that helps people to write a book much
8:02
faster than if they were using Microsoft
8:04
Word. I'm putting myself into a category
8:06
called software and I'm comparing myself
8:08
to something similar that they might
8:10
already know. Fame is what makes you
8:13
special or different. This could be a
8:16
special number that you've achieved. It
8:17
could be a special association or an
8:19
award that you've won, something that
8:21
makes you stand out. So, if I was
8:22
talking about book magic, I might say,
8:24
"We recently won AI startup of the
8:26
year," which is a little bit of fame.
8:27
Now, I might also say something like,
8:29
"We've already worked with 300
8:30
customers." Or you might say, "I've
8:32
worked in this industry for over 10
8:33
years, and I've worked with big brands
8:35
that you've heard of, such as X, Y, and
8:36
Zed." So, pain is where you address the
8:38
pain or frustration that people
8:40
experience before they buy from you. I
8:42
might say if I'm talking about book
8:43
magic over 50% of the population want to
8:45
write a book but less than 2% of the
8:47
population ever achieve that goal. So
8:49
I'm now talking about a pain or a
8:50
frustration. And then aim is what you
8:53
aim to do about that. So you might say
8:55
we're creating a software platform that
8:57
allows 10 times more people who start a
9:00
book to finish the process and hold that
9:02
book in their hands. And then game is
9:04
the bigger vision of what your business
9:05
wants to achieve. Our goal is to
9:07
democratize the book writing process as
9:10
much as Amazon democratized the book
9:12
distribution process. So all of that
9:15
should fit pretty neatly into about 30
9:17
to 45 seconds if you were to say it out
9:19
loud and it should fit into a paragraph
9:21
if you put it in a text or an email. So
9:23
you're giving people all the essential
9:25
information for them to understand what
9:26
you're talking about. Name, same, fame,
9:29
pain, aim, and a game. After you've
9:31
gotten that across, you then want to ask
9:33
if they're willing to commit to having
9:34
an appointment. So, you simply say,
9:36
"What I'd really love to do is set a
9:38
time that we could talk, and here's the
9:39
link to my diary, or if you can suggest
9:42
a few times that work for you, I'll try
9:44
and work around your schedule." Now, if
9:45
someone is interested, they're going to
9:47
definitely try and make a time with you.
9:49
Or if someone has heard all of that
9:51
information about who you are and what
9:53
you do and why you do it, and they're
9:54
not interested, I can promise you it's
9:56
better to just end things right there.
9:58
You're not looking for everybody to set
10:00
an appointment. It's very normal for out
10:02
of every 12 leads for less than half of
10:04
them to set an appointment. Now, before
10:06
we move on, as an advanced step, if you
10:08
start getting lots of leads come through
10:10
your pipeline, you want to introduce a
10:11
step called lead qualification. Lead
10:13
qualification is that when people fill
10:15
in that online signal of interest form,
10:17
you're going to ask a few questions.
10:18
You're going to ask people which best
10:20
describes your current situation, which
10:22
best describes the outcome you're
10:23
looking for, which types of solutions do
10:25
you already have in mind? You might ask
10:27
a few of those qualifying questions. And
10:29
those qualifying questions help you to
10:31
choose who you're going to have an
10:33
appointment with. So in the early days,
10:34
it's often the case that it's worth
10:36
having an appointment with anyone who's
10:38
willing to have an appointment with you
10:39
just to hone your skills. Once you start
10:41
scaling up, you want to qualify your
10:43
appointments so you're not wasting time
10:44
on people who are never going to buy.
10:46
Now, by the way, we've completely solved
10:48
this problem. If you want to set up one
10:49
of these signal of interest landing
10:51
pages, you can do all of that on
10:53
scoreapp. And scoreapp.com has templates
10:55
that allow you to set up those campaigns
10:57
effortlessly. In addition to that, it
10:59
automatically gets you to ask those
11:01
questions, those qualifying questions,
11:02
so that you can segment your list and
11:04
only deal with lots of leads that are
11:06
already qualified. So, if you haven't
11:07
done so already, check out scoreapp.com,
11:09
which is a business that I'm involved
11:11
in, and it allows you to set up your
11:12
lead generation effortlessly. Now, when
11:14
you're reaching out to people, they
11:15
don't really care about the business or
11:17
you personally. They care about getting
11:18
their problem solved. So, it doesn't
11:20
really matter whether you say that
11:21
you're talking about you personally or
11:23
whether you say that you're representing
11:24
a business. What matters most is that
11:26
you're connecting with the problem or
11:28
frustration that they're experiencing.
11:30
This little bit here called the pain. If
11:32
you hone that in so that people can
11:33
relate to that problem, then you're
11:35
going to book the appointment. We've
11:36
talked about leads. We've talked about
11:38
appointment setting. Now, it's time to
11:40
talk about the presentation. Now, the
11:41
presentation is where you make your
11:43
money. This is where people either
11:44
connect with what you have to offer or
11:46
they drop it from here. The difference
11:48
between a fast growth business and a
11:50
business that stalls is often how you
11:52
present it. This presentation is a major
11:55
component to the growth and success of
11:56
your business. I don't care if you've
11:58
already got 500,000 to 5 million of
12:00
revenue or you're just starting out. If
12:01
you improve your presentation, you're
12:03
going to overtake your competition. Now,
12:05
presentations aren't easy. Get ready. I
12:07
want you to have a pen and paper. We are
12:09
going to go through what I normally
12:10
cover in a day. We're going to do it in
12:12
a few minutes. So, I want you to be
12:13
ready to take all of this in. A great
12:15
sales presentation has 10 components.
12:18
And these 10 components, you got to get
12:19
all of these right if you want to make
12:21
consistent sales. Component number one
12:23
is called framing. Framing is your
12:25
ability to show up as high value before
12:27
you've even opened your mouth.
12:29
Everything that people experience prior
12:30
to the sales meeting or at the very
12:32
beginning of the sales meeting is the
12:34
framing of the sales meeting. Now, for
12:36
example, when you go into an Apple store
12:38
and you meet an Apple genius, just the
12:40
fact that they've called them Apple
12:41
geniuses, it gives them a framing that
12:44
is more than a salesperson on a retail
12:45
floor. If I was going to meet you for a
12:47
sales meeting and you said, "I want to
12:49
meet you in a Starbucks coffee shop or I
12:51
want to meet you in the foyer of a
12:53
really beautiful hotel." Just the
12:54
difference in that decision sets a
12:56
completely different frame. Even when
12:58
you meet someone online using Zoom or
13:00
Microsoft Teams or something like that,
13:01
the framing is still important. Have you
13:03
ever met someone on Zoom and you can see
13:05
a messy bedroom behind them? That is
13:07
really bad framing. It just ruins
13:09
professionalism straight away. It would
13:10
have been so much better had they
13:12
created a branded virtual background,
13:14
something that screams professionalism
13:16
as opposed to dirty laundry. Now, that's
13:17
just an extreme example of framing, but
13:20
extrapolate that in any way that you
13:21
want to. So, great sales people, they
13:23
pay attention to how they frame their
13:26
sales meetings. They meet in the right
13:27
place. They communicate in advance. They
13:29
show up powerfully. Everything about
13:31
that whole initial experience
13:33
communicates trust and authority. The
13:34
next thing we want to do is build
13:37
rapport. Rapport is a fancy word for the
13:39
friendly little bits of chitchat that
13:40
you have at the beginning of a sales
13:42
meeting in order to connect. Great
13:44
salespeople are experts at creating
13:46
rapport. They don't have to spend 15,
13:47
20, or 30 minutes. They can build
13:49
rapport in just a few minutes and then
13:51
get into the sales meeting. A few little
13:53
rules with rapport. Use the person's
13:54
name, find some common interest, smile,
13:57
be polite, be complimentary. If you know
13:59
people in common or you've got things in
14:00
common, you can reference that. All of
14:02
that rapidly builds rapport. Now, once
14:04
you've built rapport, I want you to do
14:06
something where you ask people
14:07
permission in order to go into a sales
14:09
process. So, here's how I like to do it.
14:10
I say something like, "We can either
14:12
have a bit of a chitchat today and get
14:14
to know each other or I've got a bit of
14:15
a process where I can ask you a series
14:17
of questions and then give you some
14:18
recommendations as to what to do next.
14:20
Would you like to have a chitchat or are
14:21
you happy to go through the process?"
14:23
Now, what most people do is they say,
14:25
"I'm more interested in going through
14:26
the process." Either way, I'm going to
14:28
go through the same sort of steps
14:29
whether it's in a relaxed way as a
14:31
chitchat or a more professional way as a
14:33
process. I'm going to hit these same
14:35
bases regardless. So, what are these
14:37
bases? The first thing we have to do is
14:38
find out what is their present
14:40
situation. The present situation is how
14:43
they would describe the current
14:44
situation they're in and what's less
14:46
than perfect about it. So, if I was
14:48
selling something like coaching or
14:50
consulting, I'd ask them all sorts of
14:51
questions about their existing business
14:53
and what they've noticed that hasn't
14:55
lived up to expectations. and we would
14:56
call that their present situation. The
14:58
next thing we want to know is their
15:00
desired outcome, which I like to call
15:02
their prize. People don't buy products
15:04
and services. People buy access to the
15:06
prize or the desired outcome that
15:08
they're looking to achieve. If I told
15:09
you that you could buy a Ferrari, but
15:11
you're never allowed to drive it, and
15:13
you've got to always keep it in storage.
15:15
You wouldn't be excited about Ferrari
15:16
ownership. The only reason you'd be
15:18
excited to have a Ferrari is because it
15:20
fits within a movie that you like to
15:23
play in your mind about what Ferrari
15:24
ownership would be like. You imagine
15:26
yourself with somebody special driving
15:28
across an incredible landscape in the
15:31
Ferrari and the sound is there and the
15:32
sun is out and all of those things are
15:34
there and that's what you imagine
15:36
Ferrari ownership would be like. If I
15:37
told you you were not allowed to drive
15:39
the car and you had to keep it in
15:40
storage, you'd have no interest because
15:42
it doesn't match up to the prize that
15:44
you're imagining. The key to great sales
15:46
is to understand the movie that somebody
15:48
plays in their mind when they think
15:50
about what it would be like to own your
15:52
product or service. when they think
15:53
about what would be on the other side of
15:55
owning your product or service. The next
15:57
thing is to understand the problem. The
15:59
problem is that you've tried to achieve
16:01
this prize in the past, but you keep
16:03
bumping into problems. Or you might ask,
16:05
do you have any criteria that is
16:07
important to you in getting the thing
16:09
that you want to get to? Here we have a
16:10
dynamic and the dynamic is that there is
16:13
a present situation that's less than
16:14
perfect. There's a prize that would be
16:16
much better and there are problems that
16:18
sit in the way that have to be solved in
16:20
order to get to the prize. Now, you as
16:22
the salesperson need to clarify this
16:24
situation. You need to understand these
16:26
three elements before you make any
16:27
recommendations about products or
16:29
services. I want you to think of this as
16:31
almost like having three baskets and
16:33
you've got to fill each basket full to
16:35
the brim. You need to really understand
16:37
the present situation and what that
16:39
looks like and why it's less than
16:40
perfect. You really need to understand
16:42
fully what is the prize and all the
16:44
elements that go around it. And you
16:46
really have to understand all the
16:47
obstacles, criteria, and problems that
16:49
sit in the way. When you've filled up
16:51
those three baskets, you're going to
16:52
feel a sense of confidence that when you
16:54
present what it is you have to offer,
16:56
it's going to be a perfect fit with
16:58
their worldview. Now, in a good sales
16:59
call, there's a balance between speaking
17:01
and listening. Now, in this first
17:03
section of the sales meeting, you're
17:05
doing a lot of asking questions, and
17:07
you're getting them to do a lot of
17:08
speaking. The goal here is for them to
17:10
talk and to share as much as they can
17:12
about their situation, where they are
17:14
now, where they want to be, what's in
17:15
the way. At this point in the sales
17:17
meeting, you're doing a lot of listening
17:18
and not a lot of talking. you're just
17:20
asking questions. But all of that's
17:22
about to change. We're going to change
17:23
gear from listening to speaking. And
17:25
we're going to cover three important
17:27
bases. Base number one is sharing
17:29
insights. Base number two is sharing a
17:32
method. And base number three is sharing
17:34
a solution. Sales people who fail, they
17:37
jump straight to the solution. They go
17:39
straight into the product or the service
17:41
that they want to sell and they skip the
17:43
insights and the methods. Sales people
17:44
who do okay but not brilliantly, they go
17:47
into a method then a solution. And the
17:49
best salespeople in the world, they go
17:51
to insights first, then method, then
17:53
solution. The best salespeople in the
17:55
world are the ones that are prepared
17:57
with special insights that give them
17:59
authority. So what is an insight? An
18:01
insight is a big picture perspective
18:03
that allows people to better understand
18:04
their situation. This is where you share
18:06
something like a framework or you share
18:08
something like research. It has nothing
18:10
to do with your product or service. It
18:12
helps people to understand that you've
18:14
seen their situation before and you know
18:16
their world better than they know their
18:17
world. So for example, when we talk
18:19
about Dent accelerators, we never start
18:22
talking about the accelerator which is
18:23
the solution and we don't talk about the
18:25
five Ps, which is how to become a key
18:27
person of influence. We talk about the
18:29
idea that founderled growth is an
18:30
essential element that gets you from
18:32
half a million to 5 million of revenue.
18:34
We spell it out through something called
18:35
the entrepreneurial journey. And we show
18:37
people that if they understand this
18:39
entrepreneurial journey and they
18:41
understand the concept of founder
18:42
growth, then they're well placed to
18:44
rapidly grow their business where their
18:46
current revenue becomes smaller than
18:47
their future profit. Now that insight
18:49
leads into the question, well then how
18:51
do I achieve founder growth? And the
18:53
method is the five-step framework that
18:55
we have called the five Ps to becoming a
18:58
key person of influence. So the insight
19:00
leads nicely into the methodology. Now,
19:02
let me give you some other examples. If
19:04
I was to talk to an amazing fitness
19:06
trainer, the fitness trainer would not
19:07
start by telling me that I need a
19:09
fitness trainer. They wouldn't start by
19:10
telling me the gym routines that I need
19:12
to be executing on and the diet plans
19:14
that I need. They might start with
19:16
something like the role of hormones in
19:18
weight loss. They might tell me the
19:19
reason that I've struggled in the past
19:21
is not because of the number of times
19:22
I've been working out, but because I
19:24
haven't addressed an underlying hormonal
19:26
issue. and they might tell me that the
19:27
methodology for addressing that involves
19:30
sleep, exercise, diet, and
19:32
supplementation. Now, from there,
19:34
they're well placed to then tell me
19:35
about their solution. And the solution
19:37
would be all of those things packaged
19:38
together. So, we need to go from an
19:40
insight into a methodology, then into a
19:43
solution. We do not pitch the solution
19:45
until we've first addressed the insights
19:47
and the methods first. I promise you,
19:48
this is going to be the major difference
19:50
between low conversions at a low price
19:52
and high conversions at a high price.
19:54
Now, the homework that you're going to
19:55
have to do separate to this video is
19:57
you're going to have to construct what I
19:58
call your golf bag of insights and
20:00
methods. And the golf bag analogy is
20:02
this. If you're a golfer, you've got
20:03
different clubs in the bag, and they're
20:05
suitable for different situations. So,
20:07
you have a putter for when you're on the
20:08
green and a driver for when you're
20:09
teeing off, and you have a sand wedge
20:11
for if you find yourself in the sand
20:13
trap. And it's all about knowing which
20:15
club goes with which situation. So, what
20:17
you need to do is develop five to 10
20:19
insights and methods that you're going
20:21
to use when you encounter different
20:22
situations. So, if someone tells you
20:24
about their prize and they're looking
20:26
for a particular outcome and you've got
20:28
an insight that relates to that prize,
20:30
that's already there. It's in your golf
20:31
bag. You've rehearsed it. You've
20:32
practiced it. If someone says that
20:34
they're struggling with a particular
20:35
problem and you know that a certain
20:37
methodology relates to that problem,
20:39
it's in your insights golf bag. It's
20:41
ready to go. You pull it out at the
20:43
right time. So great salespeople, they
20:45
have this mental golf bag of insights
20:48
and methods that are perfect for when
20:50
they encounter certain situations with
20:52
potential clients. All of those insights
20:54
and all of those methods lead people to
20:56
the conclusion that they want to buy
20:58
your solution. And here's what I
20:59
recommend. I recommend having your
21:00
solution ready to go in something called
21:03
a gold, silver, and bronze version. An
21:06
entry-level package if someone doesn't
21:08
have a lot of money to spend or if they
21:09
want to get started slowly. a mid-level
21:11
package that allows people to spend a
21:13
decent amount of money and get started
21:14
at a moderate pace or a gold version
21:17
which allows people to spend a lot of
21:19
money and get as many results as they
21:21
can possibly get if they want to go
21:22
allin. Now, remember this, the human
21:25
brain is more than 50% dedicated to
21:27
visual processing. And when you present
21:30
a solution, you have to do so with
21:32
visual aids. You've got to have either a
21:34
brochure or a slide deck that explains
21:37
the solution so that people can see it.
21:39
If people can't see it, they're very
21:40
unlikely to buy it. Now, consider this.
21:43
Every single day of the week, people buy
21:44
multi-million dollar properties off the
21:46
plant. They buy those because they've
21:48
seen a brochure and they've seen a small
21:50
scaled down plastic model of what the
21:52
project's going to look like. And
21:53
provided they can see the physical
21:55
brochure and they can see that little
21:57
scaled down model, they're happy to sign
21:59
a contract for millions and millions of
22:01
dollars just on those two visual aids.
22:03
All the time, big companies will buy
22:05
smaller companies off the back of a
22:06
slide deck. And provided the executives
22:08
can see a slide deck or they can see a
22:10
physical brochure for that business,
22:12
they're much more likely to go ahead and
22:14
commit. I see all the time business
22:16
owners who present their solution,
22:17
they're talking about it. They're
22:19
passionate, they're enthusiastic, but
22:20
they do not give people a visual aid and
22:22
they do not get anywhere near the number
22:24
of sales that they should simply because
22:26
they can't present their offer visually.
22:28
So far, you've built some rapport,
22:29
you've found out a bit of information
22:31
about their situation, you've shared
22:33
with them some insights, some methods,
22:34
and finally, you've presented the
22:35
solution. That leads us to the
22:38
discussion where you invite discussion
22:40
with the person about how they perceive
22:42
the solution. So you might say something
22:43
as simple as, "How does that land for
22:45
you?" or "Does that feel like it meets
22:47
your needs?" Or, "Does that feel like
22:48
it's a good fit for what you're looking
22:50
for?" This is where you shut up and let
22:51
them think. Sometimes people think for
22:53
as long as 15 or 20 seconds before they
22:55
answer that question because they're
22:57
thinking about it. They're taking it all
22:59
in and then they're getting ready for
23:00
what they want to say next, which is
23:02
going to start the discussion. And the
23:03
discussion is about whether it meets
23:05
their needs and whether it's at the
23:07
right price. So this is where you're
23:08
going to discuss all of the elements.
23:10
You might discuss whether they related
23:11
to the insight, whether they connected
23:13
with the method, whether they think the
23:15
solution is the right solution, whether
23:17
they want bronze, silver, or gold, and
23:18
how much they're prepared to spend. All
23:20
of this becomes the discussion as to
23:22
whether the solution is a good fit. Now,
23:24
my biggest tip for the discussion is to
23:27
never enter into what I call a
23:29
conversational tennis match.
23:30
Conversational tennis is where you get
23:32
into question answer question answer.
23:35
They say what about this and you say
23:37
well here's my answer to that and they
23:38
say what about that and you go backhand
23:40
here's my answer to that. Instead of
23:42
getting into conversational tennis I
23:43
want you to act like one of those ball
23:45
boys on the tennis and the ball boy just
23:47
catches the ball right and then holds on
23:49
to it and they wait until they're asked
23:51
for it. What does that look like in
23:52
conversation? They might say something
23:54
like I'm not quite sure if it's the
23:56
right price. And you say okay so price
23:58
is important. Is there anything else
23:59
that you're thinking about? And you're
24:00
just holding on to the price objection.
24:02
And they say, "Well, I'm not sure about
24:04
the timing." You say, "Okay, it's
24:06
important to get the timing right. Let
24:07
me just document that as well. Let me
24:09
write that down." You might have a
24:10
notepad. You might just write down price
24:11
and timing. They might say, "I'm not
24:13
sure about the color. I'm not sure if I
24:14
want blue or red or purple." Okay,
24:16
interesting. So, I'll just write down
24:18
here. It's got to be either blue, red,
24:19
or purple, but that still has to be
24:20
decided. Is there anything else? And
24:22
they say, "No, that's it. That's all of
24:24
the things." And then once they've said
24:26
that's all of the things, that is where
24:28
you begin to respond to the things that
24:30
they've said. You don't get into this
24:31
back and forth and back and forth and
24:32
back and forth because that feels
24:34
exhausting in a conversation. You group
24:35
it all together and you answer it all as
24:38
one big thing. Now, the final step is
24:40
called completing. If it turns out that
24:42
someone is ready to buy on the spot, you
24:44
complete the sale. You literally fill in
24:45
all the paperwork. You begin the process
24:47
of onboarding them as a customer. You
24:49
fire off the emails that you need to
24:50
fire off. You update your CRM. You do
24:52
whatever it is that you need to do to
24:53
complete the sale. But it's often the
24:55
case that someone says, "Okay, I'm
24:56
really sure that this is for me, but I
24:58
need to get sign off from my board." Or
25:00
they might say, "I really love the
25:01
solution in principle, but I just need
25:02
48 hours to see with a few of my team
25:05
members if we can actually on board this
25:07
in the real world." Or they might say,
25:08
"I like the solution, but I'm not ready
25:10
to get started. Would it be okay if you
25:12
follow up with me in a month?" Whatever
25:13
happens next, you're going to have some
25:15
completion activities. You're going to
25:16
schedule some things. You're going to
25:17
update a CRM. You're going to do all the
25:20
things that allow you to either complete
25:21
the sale and on board the customer or to
25:23
follow up when you agreed that you said
25:25
you would. If someone does want to
25:26
follow up, I would really recommend
25:28
getting the follow-up into the diary as
25:30
soon as possible. So, if someone says,
25:32
"I need to follow up in 48 hours," make
25:34
an appointment said go back to the
25:36
appointment setting phase and make
25:37
another appointment. If someone says,
25:38
"Let's talk again next month," see if
25:40
you can get them to open their phone,
25:42
look at their calendar, and just commit
25:43
to another time. So you can get that in
25:44
the diary straight away so that you've
25:46
completed by having a concrete plan
25:49
going forward as to what happens next.
25:51
Now I've just given you so much here.
25:52
This is 10 steps. Each one of these
25:54
steps we could spend half an hour to an
25:56
hour perfecting. But I wanted to give
25:57
you the framework for making a great
25:59
sale so that you at least know what it
26:01
is that you're going to be working on.
26:02
And I really want you to do some
26:03
homework around this. See if you can
26:05
figure out where are you strong, where
26:07
are you weak already, and see if you can
26:09
then work on your weaknesses so your
26:11
overall sales presentation gets better.
26:13
Okay, we're on the home stretch here.
26:14
You've generated some leads. We've
26:16
booked some appointments. We've had a
26:17
great sales presentation. Now, it's time
26:19
to make sure that you're maximizing your
26:21
sales opportunities. This is where the
26:23
money hits the bank. For most
26:24
businesses, between the presentation and
26:26
the sales follow-up, you can double the
26:28
business. Now, I don't say that lightly.
26:30
I've done this across multiple
26:31
businesses in multiple different
26:32
industries. And I'm just really telling
26:34
you, I promise you, if I came into your
26:36
business, if you paid me a fortune to
26:38
come and consult with you, I would be
26:40
looking at the sales presentation and
26:42
the sales follow-up as one of the
26:44
primary ways to double the business and
26:46
massively, exponentially improve your
26:48
profit margins. How do we think about
26:49
sales follow-up? You've had a
26:51
presentation, and this is one of the
26:52
peak moments where it's likely that
26:55
someone is ready to go ahead and ready
26:57
to sign up. In the first 48 hours after
26:59
a sales presentation, that is a peak
27:00
moment where someone is going to commit
27:02
and sign up and begin onboarding as a
27:04
client. And then it starts dropping off
27:06
from there. Let's imagine that you've
27:08
got anywhere between a week and 3 months
27:11
to be able to do some sales follow-up
27:12
where you're still relevant and you're
27:14
still checking in and you're still
27:15
dealing with a hot prospect for that
27:17
amount of time. The research says that
27:19
you want to follow up at least seven
27:21
times. What's crazy is that most sales
27:23
people spend all of their time talking
27:24
to new people and they very rarely do
27:26
the sales follow-up because sales
27:28
follow-up is a little bit icky. It's a
27:30
little bit exhausting. It feels
27:31
frustrating. You've got to be creative
27:33
as to why you're getting back in touch
27:35
with someone. But you want to plan this
27:36
out. You want to have some reasons to
27:38
get back in touch. You want to tell
27:39
people that there's some sort of a
27:41
special offer that's coming up. You want
27:42
to tell people that there's another
27:43
insight that you want to share. You want
27:44
to tell people that you've just recorded
27:46
a new customer testimonial video and you
27:49
wanted them to see it. or you wanted to
27:51
follow up on anything that was
27:52
discussed. So someone might say, "I'm
27:54
really interested in this, but after I
27:55
get back from my annual holiday." Great.
27:58
That's a time to follow up. Someone
27:59
might have said, "I'm really interested
28:00
in this, but I need to check with my
28:02
director." Okay, fantastic. That's
28:04
another reason to follow up. So during
28:05
the presentation, there were reasons
28:07
that came up as good reasons to follow
28:09
up. And you documented those on your
28:11
notepad and you put them into your CRM.
28:13
There's also things that you can
28:14
orchestrate like new customer success
28:16
testimonials, new data or research
28:18
that's just come out. any of that stuff
28:20
creates a great opportunity to follow up
28:22
in that first window of maybe a few
28:24
weeks to a few months. But let's be
28:26
honest, there comes a point where
28:27
there's no point following up anymore.
28:29
You've followed up six or seven times.
28:31
You've done everything the research says
28:33
that you should have done and you've not
28:34
yet made the sale. In which case, we
28:36
want to move across to what we call the
28:38
nurture sequence. The nurture sequence
28:39
is about having a series of friendly
28:41
touch points like social media touch
28:43
points or emails. and they're there to
28:45
just remind people that you exist,
28:47
remind them that you've got great value,
28:48
that you can solve problems, and maybe
28:50
even remind people that they've got a
28:52
frustration or a challenge that they
28:53
themselves want to solve. What you want
28:55
to do is put some thought into this
28:56
nurture sequence. Now, what you want to
28:58
include in this nurture sequence could
28:59
be things like testimonial videos. It
29:01
could be things like new insights. It
29:04
could be things like special offers. It
29:06
could be commentary on the news. Or you
29:08
might even just touch base to say, "Are
29:11
you still interested in getting this
29:12
particular outcome?" or it could be
29:14
things like sharing new research or new
29:16
data that's just come out. So that's all
29:18
things that could be covered in a
29:20
nurture sequence. Now finally, there
29:21
comes a time to do something called a
29:23
reactivation campaign. A reactivation
29:26
campaign is where you step it up a
29:27
little bit. So what you can do is do a
29:29
very special little email called have
29:31
you given up on X? Have you given up on
29:33
weight loss? Have you given up on
29:34
business growth? Have you given up on
29:36
protecting your business from cyber
29:38
security threats? Have you given up on
29:40
having a romantic relationship? So, this
29:42
really directly asks people, "Have you
29:44
given up on this thing?" And what you're
29:46
going to say in this is you're going to
29:47
say, "We haven't heard from you for a
29:49
while, and we wanted to know, is this
29:50
still important to you? Have you already
29:52
solved the problem? Have you given up on
29:53
it? Because if you have given up on it,
29:55
we'd love to stop bothering you and stop
29:57
sending you emails, so we'd love to take
29:58
you off the email list. However, if
30:00
you're still interested in this, could
30:02
you let us know that it's still of
30:04
interest to you?" So, you're asking for
30:05
a soft signal of interest that it's
30:07
still of interest to you. Now, if it is
30:08
still of interest, you want to then send
30:10
them an assessment or a calculator. An
30:12
assessment is something that you can
30:14
easily and simply build on scoreapp.com.
30:16
And a calculator could be something as
30:18
simple as an Excel spreadsheet that they
30:20
download. Either way, you're asking them
30:22
to re-engage and to commit that they
30:24
haven't yet given up on getting some
30:26
results here. Now, if they do that, they
30:28
go back to the start. They become a lead
30:29
in the pipeline, and you begin the lapse
30:31
process all over again.
30:35
Okay. Now, I waited until the end to
30:37
share with you some of these amazing
30:38
tips that will take this right through
30:40
the roof for you. Number one, record all
30:42
of your sales presentations using an AI
30:44
noteaker. Have them transcribed and put
30:47
all of it into chat GBT. And what you
30:50
want to do is prompt AI to help you to
30:52
build an even better golf bag of
30:54
insights, methods, and to improve your
30:56
offer, to improve your solution. And you
30:58
can use AI to do all of that once you've
31:00
got a few transcribed meetings. The next
31:02
thing you can do is ask AI to tell me
31:05
the common themes between the sales
31:07
presentations that went really well and
31:09
the sales presentations that bombed. The
31:11
next big tip that I've got is that sales
31:13
and money loves speed. The faster that
31:15
you can follow up with people, the more
31:17
likely you are to make money. What I
31:18
don't want you to do is play it cool. I
31:20
don't want a lead to come in on Monday
31:22
and you think to yourself, "Wouldn't it
31:23
be cool? Wouldn't I be mysterious if I
31:25
followed up next week or if I followed
31:27
up on Friday afternoon?" No, no, no. If
31:29
a lead comes in at Monday at 10:00 a.m.
31:32
I want you to follow up at 10:01. I want
31:34
you to say something like, "I was just
31:35
about to call someone and your name
31:37
popped up on my screen and I thought I'd
31:39
just pick up the phone and call you."
31:40
Or, "I was just about to head out and
31:42
meet with a client and an email came in
31:44
that told me that you're interested in
31:45
X, Y, and Zed, so I thought I'd follow
31:47
up straight away so that you've got that
31:49
information right away." The faster you
31:51
follow up, the more sales you're going
31:53
to make. This is not dating. You don't
31:54
have to be cool. You don't have to be
31:55
aloof. you're far better off being rapid
31:57
in the speed that you follow up with
31:59
people. Now, my final tip is that in
32:01
sales, confidence really matters. And
32:03
the way that you get confidence is
32:05
through repetition. It's getting into a
32:07
rhythm. It's getting into consistency.
32:09
It's doing sales meetings every single
32:10
week. The last thing you want is to stop
32:12
and start and stop and start multiple
32:14
times each quarter. You want to get into
32:16
a lapse rhythm. I really want you to
32:18
keep a dashboard. And what you're
32:19
looking for is a consistent weekly lapse
32:22
number. I want you to have like 50 1062
32:26
or something like that. And it just
32:27
unfolds every single week. 50 leads come
32:29
in, 10 people book appointments, six
32:31
people have presentations, and two
32:32
people go ahead and buy for something.
32:34
And what you're looking for is that your
32:36
laps dashboard looks pretty consistent.
32:38
For my companies, what my lapse
32:39
dashboard looks like is like a gentle
32:42
gradual increase over time. We don't
32:44
have like big spikes and drops and all
32:46
of that sort of stuff. We're looking for
32:48
consistency because you can build your
32:50
business around consistency. It's very,
32:52
very hard to employ people and to scale
32:55
and to grow and to have predictable
32:57
revenues if you're all over the place.
32:59
Confidence comes from getting into a
33:01
really good lapse rhythm. Just like
33:02
fitness, it's all about like going to
33:04
the gym every Monday, Wednesday,
33:05
Thursday, whatever your routine is,
33:07
getting into the routine is half the
33:09
battle. So whether it's you personally
33:10
doing the laps or if you're getting a
33:12
salesperson and you're hiring someone to
33:14
do the laps, we're looking for
33:16
consistency that gives you the
33:17
confidence. So there you have it. We've
33:19
just covered my sales methodology and I
33:20
hope you've taken so much value from
33:22
that. If you've stuck around to the end,
33:24
I know that you are not someone who just
33:25
goes scrolling randomly through YouTube.
33:27
I know that you're the type of person
33:29
who's really looking for breakthroughs.
33:31
So, if you got value from this video and
33:32
you enjoyed it, you are absolutely going
33:34
to love the next video that I want you
33:36
to watch, which is the million-doll
33:37
landing page. I am really thrilled that
33:40
we are sharing your entrepreneurial
33:41
journey together. I'm glad that I can
33:43
share some of my lessons from my
33:45
entrepreneurial journey and you can take
33:46
those lessons and apply it in your
33:48
business as well. If you're enjoying
33:50
these, please give this video a like,
33:52
give it a comment, and if you know of
33:53
another entrepreneur that would benefit
33:55
from these, forward the link to this
33:56
video to them as well. I hope your
33:58
business is doing so, so well and I look
34:00
forward to seeing you next