Sell Like Crazy

problem.
Think about when you walk into a doctor’s office. A good doctor will have
all of his or her attention on giving an absolutely spot-on diagnosis.
That’s what makes a good doctor and it’s what makes a good salesperson.
You have all of your attention on the diagnosis, not the prescription.
As a salesperson, you’re trying to diagnose someone’s issue and then, if
what you’re selling can help them, you make them an irresistible offer – an
offer they can’t refuse.
If you can’t help them, shoot them straight and let them know that what
you’ve got isn’t a great fit and won’t help them solve their issue.
Not only is it the right thing to do, but it also creates goodwill in your
market if prospects understand you’re not simply quick to make a sale, but
are genuinely trying to help them solve their problems.
The word will get out and you will be rewarded for this approach.
To add to this, by doing the diagnosis before you start talking about ‘what
you got’, the words that come out of your mouth will be more powerful –
because they’ll be tailored to the symptoms and issues your prospect has
just told you they’re experiencing.
Practical Application
First, let’s walk through a scenario where you’ve had a prospect respond to

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your Godfather Offer and reach out to schedule a time to speak with you.
In order for them to take you up on your offer, you want to make it
compulsory that they fill out a short survey before doing so. Nothing too
intrusive, but it should give you more insights into the problem they’re
trying to solve, where they are in their journey to solve it, and where they
want to go (their goals).
This survey and application process gives you critical information to
determine whether you can help this person and if you are a good fit for
what they’re trying to achieve. It also changes the psychology of the sale, as
they are reaching out to you and asking for your help.
So they’ve filled in your survey and answered your questions, and they’ve
qualified themselves to you, jumping through hoops to speak with you.
Therefore, there’s never, ever, ever any cold-calling, or any ‘typical’ sales
calls involved.
The conversion process needs to be more about eliminating the stuff they
have done or are currently doing that isn’t working, rather than about the
features, bells, and whistles of what they’re going to get from doing
business with you.
Don’t go into great detail about your service/program/training: that’s what
your prospect is buying. Your objective is to give them an idea of how their
life could be better by working with you.
For most of us, it’s very tempting to talk about our services, our coaching,
or our expertise, but the problem is this only translates into you talking
more about you than about solving their problems. And they didn’t book in
this call to hear about how great you are. They booked the call because they
have a problem they are motivated to solve. They couldn’t care less about
you.
Everyone’s favourite person is themselves, and their motivation to schedule
a call, like it or not, is completely self-serving.

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Finding Your Prospect’s ‘Why?’
It’s incredibly important that you find the real reason they booked in this
call with you.