Sell Like Crazy

What is their ‘Why?’
You pick up their call and ask:
‘Hello, Mike. Please tell me your biggest motivation for taking the time out
of your busy day and scheduling this call with me.’
Or the short version:
‘Hello, Mike. How may I help you?’
And then you shut up and listen. If you get the real reason and not some
fluff like, ‘I just wanted to see what you have to offer’, then great. If not,
you’ll need to dig deeper.
Once you get their true deepest desire, dig even deeper by asking opened
ended questions:
‘Okay, can you tell me more about that? What do you mean? What
exactly are you referring to when you say _________?’
‘Why do you believe you’re experiencing this?’
‘Okay, so why is _________ important to you?’
‘Why are you serious about _________ right now?’
‘What have you done previously to try and fix this?’
‘How long has this been going on?’
‘What has prompted you to look at this now?’
‘What isn’t working, and why do you think it isn’t?’
‘Why do you feel you haven’t achieved this yet?’
After you’ve shone a light on their problem and then kicked their bruised

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knee (some of them may not have known how big their problem was until
you highlighted and agitated it), they’re now primed for you to help them
solve their burning problem.
They have a ‘bleeding neck’, meaning they have an immediate problem for
which they need a solution, and they’re ready to go to the hospital in just
about any vehicle you can provide.
Where Do They Want To Go?
Get your prospect to tell you about where they want to go and their desired
outcome. Then find out their ‘why’, and get them to picture exactly what
life will be like after they get there.
One way we do this is by saying:
‘Mike, if we were having this conversation twelve months from today and
you were looking back at the past twelve months, what would have needed
to happen for you to be happy with your results?’
I learned that question, by the way, from a book called The Dan Sullivan
Question. Here are some variations:
‘Mike, what are you looking to achieve in the next 12 months? What
would that do for you?’
‘Where do you want to be?’
‘What do you want to achieve?’
‘What revenue do you want your business to be doing?’
‘What would that do for your lifestyle?’
‘How much do you want to weigh?’ (If you’re selling a weight loss
programme)
‘How much money do you want to be making?’ (Financial advice)
‘What would you like your relationship with your spouse look

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like?‘(Relationship advice)
Get an answer to these questions, let them tell you exactly all the things
they’re trying to achieve, and get some specifics before moving forward
with the call.
More questions (and remember, you’re going to listen and pay attention to
the answers!):
‘I understand – and what is your motivation for achieving X?’
‘How would these change things for your business/life if you
achieved X?’
‘Okay, so when you make more money/lose more weight/connect on
a deeper level with your spouse/have more time... what difference is
that going to make in your life? What’s the reason you want to do
this?’
It’s important you get a temperature check on exactly what they want to
achieve and why. Then help them to paint a vivid picture of what this
exactly would feel like.
The Admission
This is where you get your prospect to express everything they’ve been
doing so far. How they’ve struggled. All their frustrations. Get all their
challenges out. What has worked. What hasn’t. And why.
Get them to admit that everything they’ve tried simply isn’t working, and
they need a proven system and roadmap from someone who’s done it with
success. Get them to admit they’ve had enough of doing it by themselves
and want help.
‘Why is this important for you to figure out and get it working?’

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‘Okay, on a scale of one to ten – one being not really important and
ten being extremely important – how important is this for you to
do?’
‘What does it mean if it doesn’t get done... what does that
represent/what does that look like?’
‘Okay, so what you’re telling me is what you’re currently doing is
not working, right? And it sounds like it’s time to finally do
something about it?’