We've all been in a spot in our business where we're trying to work out how to get from A to B or how to get to the next level. But what is the next level? How many levels are there?
Luke Fatooros from Ideas Into Business shares with us the 7 steps to building a smart business engine to give you time, money, and freedom.
Play and listen to the podcast below or scroll down below to learn how you can optimise your sales, the third step to having a smart business engine.
3. Optimise Your Sales
Luke: What do your real customers want to buy from you?
I've been in business since I was 23. I've done probably every sales course under the sun, and I've never seen anything that's told me the two secrets that I believe you need to have to achieve success in sales. The first one is don't sell.
That's a big one that I've had a lot of trouble grasping. I've realised you shouldn't be doing the sales courses. You are already the best salesperson if you're passionate about your product.
Luke: I agree. What you hear is the secrets of closing—how do you trick people into this or influence people?
Looping, straight-line persuasion, that sort of stuff.
Luke: When someone is buying for you, what is that one thing they are subconsciously looking for? When they walk in, they scan you for one thing before they even want to hear your pitch about your product. It's trust.
If I don't trust you, I don't care how fancy your Ferrari or whatever your thing is, I'm not going to buy from you. I'm going to try and find someone else who I feel comfortable with to give my money to. I've never heard a sales course ever tell me that. They all try to show how to influence, trick, close, overcome objections, etc. to get the money in the bank. I genuinely don't believe in that.
Even if you do that sort of tactics, will they be long-term clients? Are they going to be happy at the end of the day if you use some psychological neurolinguistic programming thing? Are they going to be the type of client that's going to be a raving fan and going to be sitting in your A-grade pile? Probably not. It's better to build that rapport and relationship and to make sure that you can know, like, and trust the person.
Luke: There are two ways that you can build trust to influence sales in the right way. The first one is your personal branding; the second is your hook product. Its purpose is to let your customers experience your value with the least amount of risk.
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Luke: For example, there are two pie ladies in the supermarket. One lady has a stand with flyers, and the other lady has a stand with a little microwave and pies. The first lady is handing out brochures, telling everyone how marvellous her pies are. The other lady bakes, and she has samples in the oven. People could smell their aroma. She puts some on a tray, cuts it up, and invites people over.
The second lady is actually letting her customers try and experience. That's what you call a little hook, and there's no risk. They love it. The other lady is telling everyone how marvellous her pies are, but there's no experience. There's nothing going on there. And that's the two different ways people sell in the world.
One of the things I found was my competition was garages. This was the early 1990s, so they sold computers in converted homes. It wasn't a mainstream retail thing. Customers would go in and then speak with some dude behind the counter who is unbelievably knowledgeable on computers, but the customers don't know what he's talking about—ROMs, processors, etc.—so it freaked them out. That's not a good customer experience, which is what customers really want.
What I did was I put displays up even if we didn't have a lot of customers then. We had to prove our concept. We knew we were in the money, but we just didn't know how to be known yet.
Find out exactly how Steps 4 to 7 work with Luke Fatooros in the next episode of Business Built Freedom.
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