Latest / The Empire of Wealth / 7 Steps To Become A Sales Machine(MP3_160K)

Transcript

7 Steps To Become A Sales Machine(MP3_160K) · The Empire of Wealth

• 0:00
  Speaker 1: I'm going to teach you something today that took me
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  Speaker 1: 37 years to fully understand. I have been selling from
• 0:05
  Speaker 1: the age of 15 and I'm going to teach you
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  Speaker 1: the key seven things that you need to know to
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  Speaker 1: be a successful salesperson. It doesn't matter if you're an
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  Speaker 1: introvert or an extrovert, you need this skill. The first
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  Speaker 1: thing I'm going to teach you might be obvious, but
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  Speaker 1: it's be authentic. Now, in a world of AI where
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  Speaker 1: everything's becoming a little bit unreal, the way you're going
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  Speaker 1: to win is by being you. And this means when
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  Speaker 1: you're taught sales, the important thing to not change is you.
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  Speaker 1: Whatever your personality is, keep it. I'm going to give
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  Speaker 1: you a formula for selling, but it's not a script.
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  Speaker 1: Selling ultimately is a relationship between me and you, but
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  Speaker 1: it should not be a fake relationship. process. Real successful
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  Speaker 1: salespeople like me, we are ourselves. I've seen social media
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  Speaker 1: stuff where people are jumping on the phone, hey, buy this,
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  Speaker 1: buy that, do this. No, it's not long-term good because
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  Speaker 1: that person is not being themselves and that means they
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  Speaker 1: won't ever build a relationship with the person that they're
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  Speaker 1: selling to. So you have to dig deep and learn
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  Speaker 1: to be you, not what you've been programmed to do
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  Speaker 1: at school, sit down, shut up, don't do this, don't
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  Speaker 1: do that. Be you, whatever that is, you've got to
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  Speaker 1: discover that. And that's one of the key things in sales.
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  Speaker 1: People want to buy from people, especially as AI takes over.
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  Speaker 1: That's going to be more prevalent than ever. You have
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  Speaker 1: to be you. The second thing I want to teach
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  Speaker 1: you is you have to sell something you believe in.
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  Speaker 1: So many people think they can't sell because they have
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  Speaker 1: this idea in their head that they're going to sell,
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  Speaker 1: for example, a secondhand car or some coffee they don't like.
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  Speaker 1: The key is selling something you really believe in. And
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  Speaker 1: in the 19 businesses that I built, see this play
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  Speaker 1: out in so many ways. For example, one of my
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  Speaker 1: previous companies, a company called Fluid, which I sold for
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  Speaker 1: more money than I'll ever need to price Waterhouse Cooper,
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  Speaker 1: that whole process of selling that business wasn't even really me.
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  Speaker 1: It all started with my accountant. Now, one thing I
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  Speaker 1: did is I made the accountant fully understand what our
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  Speaker 1: business did. And our business, Fluid, would help people that
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  Speaker 1: were struggling in business be successful and they'd pay us
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  Speaker 1: a fee to do it. And so I would share
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  Speaker 1: this with the accountant, the front end story of how
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  Speaker 1: we made the client happy. And then she'd see on
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  Speaker 1: the accounts how we turned that brand around and made
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  Speaker 1: it successful. And then one day my accountant is having
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  Speaker 1: lunch with other CFOs and she's proudly talking about how
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  Speaker 1: Fluid has helped all these businesses succeed. And one of
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  Speaker 1: the people sitting at the table is another accountant from
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  Speaker 1: PWC and CFO of a brand that needed help turning
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  Speaker 1: themselves around. So what do I get next day? I
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  Speaker 1: get a phone call from the brand that wants help
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  Speaker 1: because my accountant mentioned what we do at lunch. So sales, again,
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  Speaker 1: is not about selling anything. It's about selling something that
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  Speaker 1: you believe in. And my accountant believed in what we
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  Speaker 1: were doing. She wasn't hired as a salesperson. If I
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  Speaker 1: told her she was going to do sales in the
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  Speaker 1: interview process, she probably would have taken the job because
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  Speaker 1: she was an introvert. She doesn't want to be selling.
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  Speaker 1: But sales isn't about selling something you don't love or
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  Speaker 1: don't believe in. It's simply telling a story, sharing what
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  Speaker 1: you're doing. People want to make sales so complicated. It's not.
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  Speaker 1: Explain what the product does for people, not what the
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  Speaker 1: product is, what the product does for people. And that
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  Speaker 1: is just storytelling. And anyone can do it if you
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  Speaker 1: believe in what you're selling. The third thing I want
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  Speaker 1: to teach you is systems. Now, I'm personally not a
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  Speaker 1: person who likes systems. I love being free. I don't
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  Speaker 1: want to follow a system. But in sales, I see
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  Speaker 1: it as a useful way of framing how I run
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  Speaker 1: my process. For example, when it comes to sales, the
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  Speaker 1: most important thing is that you remember the details about
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  Speaker 1: the person you're selling to. Everybody can sell anything to anyone.
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  Speaker 1: There's just three key steps to it. First is Does
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  Speaker 1: the person like you and do you like the person?
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  Speaker 1: If you like each other when you're selling, the second
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  Speaker 1: step is do you need each other? There's no point
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  Speaker 1: in selling someone a pen when they don't need it.
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  Speaker 1: If you get I like and I need right, the
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  Speaker 1: third step is pricing. I've interviewed over 10,000 people on
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  Speaker 1: the streets and asked them their dream. And when I
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  Speaker 1: get to their dream and they tell me their pricing,
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  Speaker 1: I always notice, especially if you're a photographer or an artist,
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  Speaker 1: how undervalued you make yourself. And it's a big mistake.
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  Speaker 1: General rule of thumb on pricing is is the person
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  Speaker 1: doing the work should never price it. So for example,
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  Speaker 1: when I started Fluid, my creative agency, my wife Helen,
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  Speaker 1: she wasn't my wife when we started the business, we
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  Speaker 1: were just business partners and we fell in love, but
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  Speaker 1: she basically would do the design work. And every time
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  Speaker 1: I asked her to give me the price for the
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  Speaker 1: design work, she'd look at how long it took her
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  Speaker 1: to do it and give a price. Whereas I looked
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  Speaker 1: at what the output was. What difference would it make
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  Speaker 1: to the company she was working for if what she
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  Speaker 1: did worked? So we worked on projects like helping CNN
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  Speaker 1: go global, It's not about the amount of time that
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  Speaker 1: Helen spent creating the materials to make that happen. It's
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  Speaker 1: about the output of the work done. So when I
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  Speaker 1: was pricing it, I wasn't pricing it on the, I
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  Speaker 1: want to do the work. I love doing this work.
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  Speaker 1: Let me do it. I was pricing on like, if
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  Speaker 1: we do this job for you and we get it right,
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  Speaker 1: your business is going to be worth 10 million pounds
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  Speaker 1: more next week. We want a percentage of the upside. Right.
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  Speaker 1: So pricing generally, you want to think about it, not
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  Speaker 1: on the amount of hours that you spend doing it,
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  Speaker 1: but on the value you can bring the person you're
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  Speaker 1: doing the work for. So you've built the trust, shown
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  Speaker 1: them the value and agreed on the right price. But
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  Speaker 1: when the customer finally says yes, you need to be
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  Speaker 1: ready to turn that yes into an actual sale. Where
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  Speaker 1: does the money go? How do you invoice them? And
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  Speaker 1: how do you keep everything organized so you look like
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  Speaker 1: a real business from day one? I've seen people do
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  Speaker 1: all the work of winning a customer only to lose
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  Speaker 1: momentum because they weren't ready to take the money. And
• 5:51
  Speaker 1: that's why I recommend Tide, who are sponsoring this video.
• 5:54
  Speaker 1: You can set up a business account quickly, send invoices
• 5:56
  Speaker 1: and get paid without all the usual friction. Because the
• 5:59
  Speaker 1: easier and more professional you make your payment process, the
• 6:02
  Speaker 1: more confident your customer has in buying from you. So
• 6:04
  Speaker 1: if you're watching this in the UK and building a
• 6:06
  Speaker 1: business of your own, you can get set up properly
• 6:08
  Speaker 1: using the link below. And right now, if you sign
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  Speaker 1: up using the link below and use the code SIMON
• 6:13
  Speaker 1: and spend £ 100, you'll get £ 50 back. Now there is
• 6:17
  Speaker 1: something called price anchoring, which I think is a really
• 6:19
  Speaker 1: interesting thing in sales. And probably the best way for
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  Speaker 1: me to explain this is, Recently, I'm raising money for
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  Speaker 1: one of my other companies. I want investors to come
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  Speaker 1: into the business and if they put capital in, they'll help.
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  Speaker 1: So I sometimes raise money to bring in talent. When
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  Speaker 1: I'm pricing the investment round, which is like pricing any
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  Speaker 1: product or service, I price it at the bottom and
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  Speaker 1: go up. And what I mean by that is the
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  Speaker 1: business I'm launching, I'm pricing at 35 million pounds. which
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  Speaker 1: I know sounds like a lot, but in reality, building
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  Speaker 1: a business these days, that's not a high valuation. But
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  Speaker 1: I don't tell people it's 35 million pounds and then
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  Speaker 1: let them name their price and we meet in the middle.
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  Speaker 1: That's what people normally do. And that's a big mistake.
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  Speaker 1: I say it's 35 million pound valuation now. And in
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  Speaker 1: the next six months, it's going to go up by
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  Speaker 1: a lot, double, triple. You can get in now at
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  Speaker 1: this low price and come in and it will go
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  Speaker 1: up over time. What I'm trying to get to you
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  Speaker 1: is like price anchoring is very important. Now, if I
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  Speaker 1: go in there and say it's 35 million pounds, but
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  Speaker 1: make me an offer and they come in and offer
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  Speaker 1: 20 million pounds, then I'm basically wiping out my leverage.
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  Speaker 1: I want people to feel like it's a good deal.
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  Speaker 1: So that's why you'll see Chanel and all these big brands, 5,000
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  Speaker 1: pounds for a handbag. Do you think it cost them 5,000
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  Speaker 1: pounds to make it? No, they're anchoring it. So suddenly
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  Speaker 1: if you see a bag that's only 2,500 or 2,000
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  Speaker 1: pounds at one of these big brands you're like it's
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  Speaker 1: cheap pricing also does create an element of value now
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  Speaker 1: i have a complete hate for free has no value
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  Speaker 1: right i make content like this it's free for you
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  Speaker 1: people say it has no value free content are absolutely
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  Speaker 1: wrong are you getting value from this content i'd love
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  Speaker 1: to know from you down in the comments but i
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  Speaker 1: bet you are even though it's free to you it
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  Speaker 1: has value for example if you're a photographer you're charging
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  Speaker 1: 50 pounds for photography that's fine if you're getting started
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  Speaker 1: maybe you want something on your portfolio it's absolutely fine
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  Speaker 1: But remember, that customer will probably never pay more. You've
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  Speaker 1: got to be a bit careful where you base yourself
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  Speaker 1: on the market. And they'll recommend other people to you,
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  Speaker 1: but they'll tell them, I paid them 50 pounds. So
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  Speaker 1: you'll build your whole business off a low base. What
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  Speaker 1: I'll do if I was a photographer is I go
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  Speaker 1: to the most expensive hotel and I go to the
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  Speaker 1: concierge and say, the weddings you have booked here, I'd
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  Speaker 1: like to offer my services. Now, if they're booked a
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  Speaker 1: five-star hotel and they've got a Rolls Royce taking them
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  Speaker 1: to the hotel, and suddenly if you charge 5,000 pounds
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  Speaker 1: for your photography services, It's going to seem comparably reasonable
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  Speaker 1: because you're comparing against a five-star hotel. And are they
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  Speaker 1: really going to want a cheap wedding photographer for their
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  Speaker 1: wedding day? Most people will actually pick a more expensive
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  Speaker 1: person to do certain things that are important to them
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  Speaker 1: than a cheap person. Cheap actually sometimes can send the
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  Speaker 1: signal that you can't do the work. There was an
• 8:50
  Speaker 1: interesting story of someone that bought some shoes from a
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  Speaker 1: charity shop and they bought them for five pounds and
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  Speaker 1: then built a store that looked really cool and put
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  Speaker 1: them in there for 600 pounds and they sold. Environment matters.
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  Speaker 1: You need to put yourself in the right environment and
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  Speaker 1: make sure you build your base from someone who's going
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  Speaker 1: to recommend you based on your good service, what your
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  Speaker 1: quality offering is, not based on the fact you were cheap.
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  Speaker 1: It's a race to the bottom being cheap. So try
• 9:13
  Speaker 1: to avoid it. If you're listening to this and thinking,
• 9:15
  Speaker 1: I need more help, or I'd like to do this
• 9:18
  Speaker 1: with other people, we're running the world's biggest business competition.
• 9:21
  Speaker 1: And basically we're giving up to a million US dollars
• 9:24
  Speaker 1: away and free help. So if this is something you're
• 9:27
  Speaker 1: interested in, it's absolutely free. The link's down below. Join.
• 9:31
  Speaker 1: It'll be fun and we'll help you make your dream
• 9:34
  Speaker 1: a reality. Okay, the next thing I'm going to teach
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  Speaker 1: you is about relationship. Now, this particular subject involves you
• 9:42
  Speaker 1: doing a bit of soul searching about what sort of
• 9:45
  Speaker 1: relationship you want with your clients or potential buyers. I
• 9:50
  Speaker 1: am launching a coffee brand called Dream Brew. And when
• 9:52
  Speaker 1: you buy it, we're using the money to fund people's
• 9:55
  Speaker 1: dreams and help people. The link's down below. The point
• 9:57
  Speaker 1: I'm trying to get to is that my relationship with
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  Speaker 1: my brand is I'm using it to fund people's dreams,
• 10:05
  Speaker 1: your dreams. So when you're thinking about your business, you
• 10:08
  Speaker 1: have to think about the relationship between your product and
• 10:11
  Speaker 1: service and the consumer and how frankly you're going to
• 10:14
  Speaker 1: give back to them, in my opinion. Community is now
• 10:17
  Speaker 1: the biggest opportunity in business. If you think about how
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  Speaker 1: to disrupt the big players, let's take Amazon or even Google,
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  Speaker 1: they don't have community. And the key thing when building
• 10:27
  Speaker 1: a relationship and a community with your audience is not
• 10:29
  Speaker 1: what can that community do for you, but what can
• 10:31
  Speaker 1: you do for that community? You want your existing customers,
• 10:34
  Speaker 1: for example, to recommend you. But to do that, you
• 10:36
  Speaker 1: need to help them. You need to look after them.
• 10:39
  Speaker 1: You need to have a relationship with them, which means
• 10:42
  Speaker 1: you need to make yourself available or connect to the audience.
• 10:45
  Speaker 1: That's why personal brand is has become so important now.
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  Speaker 1: People are buying from me because they know me. They've
• 10:52
  Speaker 1: got to know me through my community platform, Help Bank,
• 10:55
  Speaker 1: through social media content like this, through education knowledge I'm producing.
• 10:59
  Speaker 1: So basically, you have to do the same. And it
• 11:02
  Speaker 1: does require a bit of effort, like any relationship. If
• 11:04
  Speaker 1: you want to have a relationship with your friends, you
• 11:06
  Speaker 1: need to go out with them and spend time with them.
• 11:08
  Speaker 1: And you need to think about sales in the same way.
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  Speaker 1: Don't think of it, make a social media video, put
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  Speaker 1: it up, you get a sale, that's the end. That's
• 11:15
  Speaker 1: why personally, Dream Brew, I'm not yet selling it in supermarkets.
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  Speaker 1: And that is one of the biggest things in sales
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  Speaker 1: that I think gets overlooked. People want the sales so badly,
• 11:23
  Speaker 1: they're willing to sacrifice the relationship. And it should be
• 11:26
  Speaker 1: exactly the opposite. The next thing I want to talk
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  Speaker 1: about is over deliver. Whatever you promise to do, do
• 11:34
  Speaker 1: more than people expect. I go to a restaurant in
• 11:36
  Speaker 1: Hong Kong called Crystal Jade. It's one of my favorite
• 11:38
  Speaker 1: restaurants at the airport in Hong Kong. And as soon
• 11:40
  Speaker 1: as you sit down in this restaurant, The first thing
• 11:43
  Speaker 1: the waiter says to you is, I'm sorry, it's going
• 11:45
  Speaker 1: to be about a 20 minute wait. Instantly, they bring
• 11:48
  Speaker 1: you down to have a low expectation of food coming
• 11:51
  Speaker 1: to the table. And then nearly every single time, within
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  Speaker 1: five minutes, the food is in front of me. They've
• 11:58
  Speaker 1: literally created a positive sales experience because they told me
• 12:01
  Speaker 1: I wasn't going to get something. I'm happy when it
• 12:03
  Speaker 1: came in five minutes, right? I was expecting it to
• 12:05
  Speaker 1: be 30. And I think that underselling is such an
• 12:08
  Speaker 1: underrated thing in sales. Most people are trying to optimize
• 12:12
  Speaker 1: you to sell more. I think sell less. Think about
• 12:16
  Speaker 1: how you can bring value to people. Think about how
• 12:18
  Speaker 1: you can undersell, not oversell, and then overdeliver because that
• 12:22
  Speaker 1: will encourage them to tell people about you. That will
• 12:24
  Speaker 1: encourage people to come back to you. And a repeat
• 12:26
  Speaker 1: sale is much easier than a new sale, right? Build
• 12:29
  Speaker 1: a relationship. Make sure you over deliver on everybody you
• 12:33
  Speaker 1: sell to. And the final thing I'm going to teach
• 12:34
  Speaker 1: you is probably the hardest thing to actually do because
• 12:36
  Speaker 1: it can cost you some money. Basically, you need to
• 12:38
  Speaker 1: collect data. You need to collect email addresses. Let me
• 12:41
  Speaker 1: ask you a question. On the website you've got, have
• 12:43
  Speaker 1: you got a join my main list on there? You
• 12:46
  Speaker 1: might be thinking, well, I've got nothing to send them. Well,
• 12:48
  Speaker 1: you've got nobody signing up. So yeah, you've got nothing
• 12:49
  Speaker 1: to send them. But if you don't have it on there,
• 12:52
  Speaker 1: you've got people visiting your website. You'll never know who
• 12:54
  Speaker 1: they are. Even with social media, I've said it before,
• 12:57
  Speaker 1: I'll say it again. you should make sure every single
• 12:59
  Speaker 1: video that goes out on social media actually involves people
• 13:02
  Speaker 1: signing up to your main list somehow. Point I'm making
• 13:04
  Speaker 1: is a lot of people don't collect information on their customers.
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  Speaker 1: They're not really spending the time to understand what their
• 13:11
  Speaker 1: customers actually need and actually understand why they need them.
• 13:16
  Speaker 1: One of the reasons Amazon was so successful is because
• 13:19
  Speaker 1: Jeff Bezos asked his customer, What do you need from Amazon?
• 13:22
  Speaker 1: And they said all this random stuff. So we started
• 13:24
  Speaker 1: selling all this random stuff, not just books. It turns
• 13:26
  Speaker 1: out they also need window wipers. The point is, without
• 13:28
  Speaker 1: data collected, you're never going to know. So whatever you
• 13:31
  Speaker 1: can do to collect data, get an email address initially
• 13:33
  Speaker 1: and then email them, asking them questions and bringing some
• 13:36
  Speaker 1: value and inviting them into a community. All of the
• 13:38
  Speaker 1: things I've taught you here today, be authentic, sell something
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  Speaker 1: you believe in. but collect information around the people you're
• 13:44
  Speaker 1: trying to help so that you can help them and
• 13:46
  Speaker 1: connect to them over the long term. I hope you
• 13:48
  Speaker 1: got value from this today. I'm going to give away
• 13:49
  Speaker 1: a thousand pounds to someone watching this. I want you
• 13:52
  Speaker 1: to sell me something in a video and go post
• 13:55
  Speaker 1: it and then tag me. If you want, you can
• 13:57
  Speaker 1: try and sell me my own book, What's Your Story?
• 13:58
  Speaker 1: But I'm going to pick one of you and give
• 13:59
  Speaker 1: you a thousand pounds. So let me know, put the
• 14:01
  Speaker 1: link down below to the video so I can see
• 14:03
  Speaker 1: it in the comments. Hope you enjoyed today. Thanks for listening.