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[E69] Telesales Week: They don’t care about you
It hurts but
it’s true: your prospects don’t care about you.
They only care
about themselves. About what your product/service will do for them. How their
life will be better. How it will require them to make a decision and a change.
They literally
don’t care about you, your story, your motivations, your goals, your
commission, your mortgage/rent, your…
Sorry – I know
that might hurt salespeople’s feelings.
But the sooner you realize
it, the sooner you will change the focus of your phone calls to the other
person and the sooner you will start closing more sales.
Episode 69 – Transcript
As always. Welcome to the
sales experience podcast.
So glad you’re here.
Hopefully you’re ready to talk about sales this week. The theme is telesales
week, so it’s inside sales roles. You’re using the phone, that’s how you’re
closing most of your deals. Your transactions are phone related. You’re doing a
consultative enrolment.
It’s not just order taking.
Order taking can be done online or through customer service, but what you’re
doing requires some level of persuasion, some level of digging deep, some level
of solving a problem or helping somebody get to the goal they want. In this
case here, it’s over the phone.
However, a lot of these
things that I talk about is still a pluggable to every other sales interaction
and maybe other interactions in life in general. You know, last episode I
talked about not sounding like a telemarketer and not sounding like a sales
person.
If you take that and put that
into your in-person sales roll, don’t sound like a sales person and the kind of
person that nobody wants to really interact with because they’re not listening.
They’re not getting what you’re talking about.
That could apply in a sales
role that gets apply in relationships. You meet somebody at Starbucks, you’re
having a conversation, you know, ask them questions, figure out about them, not
just talking about yourself and how amazing you are. Not just trying to pitch
them hard on whatever it is. Especially if you’re like at a networking event.
Just apply these things to everything in life.
Today’s episode, episode 69
is one is about that exact concept. It’s about making it about them and not
you. This is super important. I see so many people. Oh my gosh, it drives me
absolutely crazy. I see so many people over the phone in person telemarketing,
regular sales calls, account executives, SDRs for business to business, to
salespeople and agents for business to consumer.
I see it in trade show
booths. I see it in person, retail, on car lots, whatever. I see so many people
take the classic approach where they just want to talk about themselves. They
want to talk about how great they are. They want to talk about how great their
company is. They want to talk about how great their product or services, how
amazing it is, how everyone loves it.
Here’s the deal, nobody
cares. Nobody cares what you do, who you are, how amazing you are, how
wonderful your company is, all of the awards your company’s gotten, how great
your mom thinks you are like literally nobody cares.
The reason why is everyone
only cares about themselves. Now the challenge is is that the sales person, the
people I’m talking about and the ones that I’m hoping you’re not going to be
like, the ones I want you to shift away from is the salesperson human as well
and a person and so they also only care about themselves.
They care about their ego
talking about what they’re amazing at, why their company is great and hopefully
moving somebody towards the sales so they can get what they want. You have to
take this weirdly balanced, selfless view for successful sales, and again, I’m
not just talking about order-taking.
If this was order-taking
against, somebody could order it online, they could call and get to customer
service, right? Like the old days where somebody sees a commercial online for
something that you can only see as seen on TV or they get something in the mail
and it’s about, you know, calling in and buying. Now that’s just a simple
transaction. So I’m not talking about that.
I’m talking about where
there’s a sales person, a professional who’s got to help somebody in a
consultative way, move them forward, solve problems, address issues, help
somebody achieve their goal, whatever that might be.
So in that case there, you
have to take this selfless approach. It’s not about you, it’s not about coming
out hard with who you are. If in the first like two, three, four minutes of the
conversation, most of the time is spent by you talking about you, your company,
or your product or service. In my opinion, you’re doing it wrong. It’s just the
fundamental truth.
Now if they ask you and say,
hey, what do you do? Who are you? You could give them a little bit of
information, but fundamentally I would give them a little bit of information
and then go back to questions.
I would literally be asking
lots of questions in the beginning, and of course you don’t want to sound rude
with those questions. You don’t want to make it seem like you’re just doing
lots of questions and somebody’s getting the third degree right.
They’re being interrogated by
you as a salesperson. Your goal is to find out about them, find out what they
need, what their wants are, their issues, their desires, their goals, their
dreams, and their challenges.
You know, on one level,
depending on what you’re selling, what keeps them up at night, what wakes them
up at two o’clock in the morning in a cold sweat on the other side, what is it
they’re hoping for? What do they dream about? What do they want? What do they
think about day and night and then how can you help them? You’ve got to make it
about them.
Do not fall into the trap of
coming out of the gate or making most of the conversation about you should be
about them. This is so vital. If you can get them talking, the majority of the
time you will win. If you can convert that into a sale.
Now you can’t just have a
conversation where you’re asking lots of questions and they’re sharing lots of
information and then at the end you have this new buddy. You know a lot about
them. You know about their kids, you know they grew up in Minnesota, you know
that their favourite sports team is this.
You know what kind of car they
drive, you know what kind of food they like, like that doesn’t do any good.
It’s all about finding out information relative to what you’re selling and then
converting that into a solution where you’re tailoring your sales pitch to
them, who they are and what they need and how you can solve that.
Do not, and again, I’m going
to say this, and I know this sounds like maybe I’m being harsh. Maybe it sounds
like I’m making blanket statements across everybody and it wouldn’t apply to
everybody, but I’m telling you, fundamentally, in my opinion, in my experience,
it applies to everybody who’s in sales.
Don’t make the blanket
mistake of just giving the same sales pitch to every single person and thinking
that everyone wants your product or service in the same way for the same reason
to do the same thing. It’s just not the case.
Everybody has their own
thing, their own issues, their own viewpoint, their own experiences with other
things like yours in the past or no experience and they need more help, more
learning curve. They need more handholding. Always make it about them and do
that as early in the process as possible.
Yes, you want to explain what
you do, your company, your product or service, how amazing it is, but you want
to do that at the right time. Once you know that it’s actually a good fit. It’s
super important that you do this. Also because I’ve seen so many people waste
so much time on sales calls in trade show booths in person at dealerships or
sales, retail locations, whatever it is.
I’ve seen so many people
waste so much time as a salesperson. Pitching, explaining to people who aren’t
qualified, aren’t the right fit, aren’t interested, aren’t the person who could
use it. So you want to make sure you prequalify that person early instead of
just jumping in and assuming everyone’s gonna want it.
If you do that, you might get
sales. Of course everything works to a certain extent. You might get some
sales. In my experience, will you be successful long term? Will you be a
professional where you have consistent, expected results and know what you
should have based on the number of conversations now that the high level that
you want and not at a generally long term profitable, sustainable level that’s
going to help you get your own goals.
Remember that it’s so
important to make everything about them and not you. You’ve got to fight
against that instinct that we all have where we all want to make it about
ourselves.
Trust me. I know I’m an only
child. Everything is about me, right? Like I know what that’s like and when I
tell people that who know me, they’re like, oh, that makes sense. Now I
understand why you act like you do cause you’re an only child, but it’s true.
Everybody is all about
themselves, what they want and that’s just life. That’s just our human
behaviour. That’s our primitive part of our brain that wants us to survive and
us to be happy and us to get what we want. When you’re in sales, you literally
have to take that part of your brain, set it aside and focus on the other
person, what they need, what they want, make it about them.
They should be talking two
thirds of the time. In most interactions you should be talking one third of the
time. Ask questions, get them talking. Do your discovery, figuring out how you
can help them and then help them.
Then move them to the close
and don’t make it about you having to talk all the time. Hope that helps. Make
sure to subscribe. Find this online everywhere. You could just Google it. The
sales experience podcast, and that wraps up this episode.
Always, remember that
everything in life has sales and people remember the experience you gave them.
View all episodes
By Jason Cutter
4.9
3535 ratings
It hurts but
it’s true: your prospects don’t care about you.
They only care
about themselves. About what your product/service will do for them. How their
life will be better. How it will require them to make a decision and a change.
They literally
don’t care about you, your story, your motivations, your goals, your
commission, your mortgage/rent, your…
Sorry – I know
that might hurt salespeople’s feelings.
But the sooner you realize
it, the sooner you will change the focus of your phone calls to the other
person and the sooner you will start closing more sales.
Episode 69 – Transcript
As always. Welcome to the
sales experience podcast.
So glad you’re here.
Hopefully you’re ready to talk about sales this week. The theme is telesales
week, so it’s inside sales roles. You’re using the phone, that’s how you’re
closing most of your deals. Your transactions are phone related. You’re doing a
consultative enrolment.
It’s not just order taking.
Order taking can be done online or through customer service, but what you’re
doing requires some level of persuasion, some level of digging deep, some level
of solving a problem or helping somebody get to the goal they want. In this
case here, it’s over the phone.
However, a lot of these
things that I talk about is still a pluggable to every other sales interaction
and maybe other interactions in life in general. You know, last episode I
talked about not sounding like a telemarketer and not sounding like a sales
person.
If you take that and put that
into your in-person sales roll, don’t sound like a sales person and the kind of
person that nobody wants to really interact with because they’re not listening.
They’re not getting what you’re talking about.
That could apply in a sales
role that gets apply in relationships. You meet somebody at Starbucks, you’re
having a conversation, you know, ask them questions, figure out about them, not
just talking about yourself and how amazing you are. Not just trying to pitch
them hard on whatever it is. Especially if you’re like at a networking event.
Just apply these things to everything in life.
Today’s episode, episode 69
is one is about that exact concept. It’s about making it about them and not
you. This is super important. I see so many people. Oh my gosh, it drives me
absolutely crazy. I see so many people over the phone in person telemarketing,
regular sales calls, account executives, SDRs for business to business, to
salespeople and agents for business to consumer.
I see it in trade show
booths. I see it in person, retail, on car lots, whatever. I see so many people
take the classic approach where they just want to talk about themselves. They
want to talk about how great they are. They want to talk about how great their
company is. They want to talk about how great their product or services, how
amazing it is, how everyone loves it.
Here’s the deal, nobody
cares. Nobody cares what you do, who you are, how amazing you are, how
wonderful your company is, all of the awards your company’s gotten, how great
your mom thinks you are like literally nobody cares.
The reason why is everyone
only cares about themselves. Now the challenge is is that the sales person, the
people I’m talking about and the ones that I’m hoping you’re not going to be
like, the ones I want you to shift away from is the salesperson human as well
and a person and so they also only care about themselves.
They care about their ego
talking about what they’re amazing at, why their company is great and hopefully
moving somebody towards the sales so they can get what they want. You have to
take this weirdly balanced, selfless view for successful sales, and again, I’m
not just talking about order-taking.
If this was order-taking
against, somebody could order it online, they could call and get to customer
service, right? Like the old days where somebody sees a commercial online for
something that you can only see as seen on TV or they get something in the mail
and it’s about, you know, calling in and buying. Now that’s just a simple
transaction. So I’m not talking about that.
I’m talking about where
there’s a sales person, a professional who’s got to help somebody in a
consultative way, move them forward, solve problems, address issues, help
somebody achieve their goal, whatever that might be.
So in that case there, you
have to take this selfless approach. It’s not about you, it’s not about coming
out hard with who you are. If in the first like two, three, four minutes of the
conversation, most of the time is spent by you talking about you, your company,
or your product or service. In my opinion, you’re doing it wrong. It’s just the
fundamental truth.
Now if they ask you and say,
hey, what do you do? Who are you? You could give them a little bit of
information, but fundamentally I would give them a little bit of information
and then go back to questions.
I would literally be asking
lots of questions in the beginning, and of course you don’t want to sound rude
with those questions. You don’t want to make it seem like you’re just doing
lots of questions and somebody’s getting the third degree right.
They’re being interrogated by
you as a salesperson. Your goal is to find out about them, find out what they
need, what their wants are, their issues, their desires, their goals, their
dreams, and their challenges.
You know, on one level,
depending on what you’re selling, what keeps them up at night, what wakes them
up at two o’clock in the morning in a cold sweat on the other side, what is it
they’re hoping for? What do they dream about? What do they want? What do they
think about day and night and then how can you help them? You’ve got to make it
about them.
Do not fall into the trap of
coming out of the gate or making most of the conversation about you should be
about them. This is so vital. If you can get them talking, the majority of the
time you will win. If you can convert that into a sale.
Now you can’t just have a
conversation where you’re asking lots of questions and they’re sharing lots of
information and then at the end you have this new buddy. You know a lot about
them. You know about their kids, you know they grew up in Minnesota, you know
that their favourite sports team is this.
You know what kind of car they
drive, you know what kind of food they like, like that doesn’t do any good.
It’s all about finding out information relative to what you’re selling and then
converting that into a solution where you’re tailoring your sales pitch to
them, who they are and what they need and how you can solve that.
Do not, and again, I’m going
to say this, and I know this sounds like maybe I’m being harsh. Maybe it sounds
like I’m making blanket statements across everybody and it wouldn’t apply to
everybody, but I’m telling you, fundamentally, in my opinion, in my experience,
it applies to everybody who’s in sales.
Don’t make the blanket
mistake of just giving the same sales pitch to every single person and thinking
that everyone wants your product or service in the same way for the same reason
to do the same thing. It’s just not the case.
Everybody has their own
thing, their own issues, their own viewpoint, their own experiences with other
things like yours in the past or no experience and they need more help, more
learning curve. They need more handholding. Always make it about them and do
that as early in the process as possible.
Yes, you want to explain what
you do, your company, your product or service, how amazing it is, but you want
to do that at the right time. Once you know that it’s actually a good fit. It’s
super important that you do this. Also because I’ve seen so many people waste
so much time on sales calls in trade show booths in person at dealerships or
sales, retail locations, whatever it is.
I’ve seen so many people
waste so much time as a salesperson. Pitching, explaining to people who aren’t
qualified, aren’t the right fit, aren’t interested, aren’t the person who could
use it. So you want to make sure you prequalify that person early instead of
just jumping in and assuming everyone’s gonna want it.
If you do that, you might get
sales. Of course everything works to a certain extent. You might get some
sales. In my experience, will you be successful long term? Will you be a
professional where you have consistent, expected results and know what you
should have based on the number of conversations now that the high level that
you want and not at a generally long term profitable, sustainable level that’s
going to help you get your own goals.
Remember that it’s so
important to make everything about them and not you. You’ve got to fight
against that instinct that we all have where we all want to make it about
ourselves.
Trust me. I know I’m an only
child. Everything is about me, right? Like I know what that’s like and when I
tell people that who know me, they’re like, oh, that makes sense. Now I
understand why you act like you do cause you’re an only child, but it’s true.
Everybody is all about
themselves, what they want and that’s just life. That’s just our human
behaviour. That’s our primitive part of our brain that wants us to survive and
us to be happy and us to get what we want. When you’re in sales, you literally
have to take that part of your brain, set it aside and focus on the other
person, what they need, what they want, make it about them.
They should be talking two
thirds of the time. In most interactions you should be talking one third of the
time. Ask questions, get them talking. Do your discovery, figuring out how you
can help them and then help them.
Then move them to the close
and don’t make it about you having to talk all the time. Hope that helps. Make
sure to subscribe. Find this online everywhere. You could just Google it. The
sales experience podcast, and that wraps up this episode.
Always, remember that
everything in life has sales and people remember the experience you gave them.