Latest / What is Business Development? / Episode 163: “How To Sell When You Hate to Sell” with Dr. Shane Smith

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Episode 163: “How To Sell When You Hate to Sell” with Dr. Shane Smith · What is Business Development?

0:04
Speaker 1: Welcome to the Business Development Podcast, brought to you by
0:07
Speaker 1: the Global Business Development Association, delivering the strategies and tactics
0:12
Speaker 1: to boost your career and corporate growth.
0:22
Speaker 2: Hello, BD pros, and welcome to the BD Podcast, the
0:26
Speaker 2: official podcast of the Global Business Development Association. And today
0:31
Speaker 2: we're here with a guest author, Dr. Shane Smith. And,
0:36
Speaker 2: you know, hey, let me ask you folks a question.
0:39
Speaker 2: Have you ever felt like you were in a situation
0:43
Speaker 2: where there's a call you have to make? You know
0:46
Speaker 2: exactly which one I'm talking about. Maybe it's that follow-up
0:50
Speaker 2: email you've drafted four times and you never sent it.
0:53
Speaker 2: Maybe it's that referral you keep meaning to ask for.
0:56
Speaker 2: Maybe it's that price you haven't raised because raising it
0:59
Speaker 2: means having a conversation you'd rather avoid. Now you're stuck
1:04
Speaker 2: between two bad options. Either you can learn to sell
1:07
Speaker 2: the way that sales guys sell, which feels like it's
1:11
Speaker 2: fake and it's a little gross, or you can keep
1:14
Speaker 2: avoiding that conversation and watch your business stall. Well, we're
1:19
Speaker 2: going to have a great conversation today with Dr. Shane Smith.
1:21
Speaker 2: But before we do that, let me have a conversation
1:24
Speaker 2: with you. about the business development body of knowledge. This
1:28
Speaker 2: is the universal guide for our profession, recognized by business
1:32
Speaker 2: developers around the world as our common.
1:34
Speaker 3: Body of knowledge.
1:35
Speaker 2: And once you read the book, then go over to
1:38
Speaker 2: our website at gbdassociation.org so you can learn how to
1:45
Speaker 2: get your business development professional certification. Okay, folks, we're going
1:51
Speaker 2: to talk with Dr. Shane Smith today. about his new book,
1:55
Speaker 2: it's available on Amazon, How to Sell When You Hate
1:59
Speaker 2: to Sell. Now, Dr. Shane Smith is an entrepreneur, a
2:03
Speaker 2: business educator, an author, and a creator of the NICE
2:11
Speaker 2: sales method, a practical approach to selling for people who
2:14
Speaker 2: would rather help customers than pressure them. Before entering academia,
2:20
Speaker 2: Shane built his career in the business world where he
2:23
Speaker 2: discovered something that would eventually shape his approach to teaching sales.
2:27
Speaker 2: And that's you don't have to become an aggressive, high-pressure
2:31
Speaker 2: salesperson to be successful. You can sell by asking better questions,
2:37
Speaker 2: listening carefully, and helping people make decisions that are right
2:41
Speaker 2: for them. His book, How to Sell When You Hate
2:45
Speaker 2: to Sell, introduces the NICE method and challenges the idea
2:49
Speaker 2: that successful selling requires being pushy, slick, or someone you're not.
2:54
Speaker 2: His philosophy is simple. Great selling is about convincing people.
2:59
Speaker 2: It's about guiding people with questions that help them self-discover
3:02
Speaker 2: their need for change, their need for your offer. Well,
3:08
Speaker 2: with no further ado, let's bring Dr. Shane Smith to
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Speaker 2: the show. Shane, welcome.
3:14
Speaker 3: Thank you. I'm glad to be here. I really appreciate it. Yeah.
3:19
Speaker 2: It's great to have you on the show, Shane. Can
3:20
Speaker 2: you tell folks a little bit how you entered the
3:22
Speaker 2: business development profession and did you write the book? Yeah.
3:27
Speaker 3: Um, so it wasn't by choice. Um, so right out
3:32
Speaker 3: of college, which was a long time ago now, back
3:35
Speaker 3: in the nineties, I think the culture of coming out
3:38
Speaker 3: of the business school, uh, at that time, I call
3:42
Speaker 3: it the Michael J Fox effect. A lot of his
3:45
Speaker 3: characters really, uh, personified the mailroom to C-suite kind of climb.
3:52
Speaker 3: And that's really what I wanted to do. And I
3:57
Speaker 3: didn't necessarily get the dream job that I had hoped
4:00
Speaker 3: to out of college. And what that meant is instead,
4:05
Speaker 3: I had to go back to the family business, which
4:07
Speaker 3: was a very strong, thriving business. There were almost 200 employees.
4:14
Speaker 3: But being that I had already done the mailroom and
4:17
Speaker 3: some other aspects within that company over the summers as
4:21
Speaker 3: I interned, the job that my stepfather had for me
4:26
Speaker 3: was sales, a producer, an account executive. And gosh, that
4:32
Speaker 3: was the most awkward thing for me to try to do.
4:36
Speaker 3: It just at that, especially at that time of my life,
4:41
Speaker 3: I will tell you, I'm an introvert. I'm socially awkward.
4:44
Speaker 3: Why I ended up in sales and then later standing
4:47
Speaker 3: in front of hundreds of people every day as a professor,
4:50
Speaker 3: I don't know why, but that's where I landed. And
4:56
Speaker 3: to make matters worse, it was insurance sales. And I
5:02
Speaker 3: don't mean that that's bad, but what I mean by
5:05
Speaker 3: it is the perception of it is bad. oh, I
5:08
Speaker 3: got to work in sales and I got to sell insurance.
5:11
Speaker 3: I'm an insurance salesman. Oh my gosh. So yeah, that
5:14
Speaker 3: was my beginning to it. And we were unique. We
5:19
Speaker 3: sold insurance that Jake from State Farm wouldn't touch. So
5:23
Speaker 3: we sold, actually my stepfather was a carny at one
5:27
Speaker 3: point and he got into insurance and started this business.
5:31
Speaker 3: We sold insurance to carnivals across the whole country. And
5:36
Speaker 3: so that was the cool part of it. Um, but, uh, it,
5:40
Speaker 3: it meant that I had to travel, which was fun
5:42
Speaker 3: at that young age, but I had to sell. That
5:45
Speaker 3: was my only focus in that role and the existing Salesforce, uh,
5:52
Speaker 3: in there that trained me, which really wasn't any training.
5:56
Speaker 3: It was just kind of like model what I do kid. Um,
6:00
Speaker 3: it was not a good fit for who I was
6:04
Speaker 3: and I tried to change. to be their way. And
6:09
Speaker 3: it was me in another skin and it was not
6:13
Speaker 3: comfortable to me at all. And so I just went
6:17
Speaker 3: back to being me. And through time, I kind of
6:21
Speaker 3: discovered a pathway through that sales process that taught me
6:28
Speaker 3: how I could be me, stay in my own skin
6:32
Speaker 3: without trying to pretend to be somebody else. and make
6:36
Speaker 3: the sale and make clients with great retention throughout the years.
6:43
Speaker 3: And I taught myself that method, if you will, but
6:49
Speaker 3: it wasn't a method at the time. It was just
6:51
Speaker 3: me being me. And it wasn't until later, 15 years
6:56
Speaker 3: after being in professional sales, that it became an academic
7:00
Speaker 3: and got my PhD. And without me wanting it because
7:05
Speaker 3: I was trying to run away from sales as far
7:07
Speaker 3: as I could, I landed at the one university that
7:10
Speaker 3: had the world's largest collegiate sales competition. And they asked
7:15
Speaker 3: me to teach sales. So I couldn't get away from it.
7:19
Speaker 3: And now looking back, I'm very grateful for it because
7:23
Speaker 3: being in that role as an academic now, learning from
7:26
Speaker 3: the actual proper ways of selling, not just being salesy,
7:33
Speaker 3: But having corporate sales training, learning consultative selling, and learning
7:39
Speaker 3: techniques like the spin technique, Neil Rackham, that gave me
7:45
Speaker 3: a foundation of what I needed to take what I
7:49
Speaker 3: had learned myself, apply it, and give it some form.
7:54
Speaker 3: And I realized, wait, I have something here. And then
7:59
Speaker 3: entrepreneurship became popular in universities. And I started working with
8:04
Speaker 3: real life entrepreneurs out there in the real world, grownups,
8:08
Speaker 3: if you will, that were running a business. And I realized,
8:12
Speaker 3: wait a second, a lot of these so-called failed businesses
8:17
Speaker 3: can't be because they weren't smart enough because they're damn smart.
8:21
Speaker 3: It can't be because they didn't start with enough money
8:24
Speaker 3: because they knew that going into it. And I started
8:28
Speaker 3: conversing with them, part of my research as an academic.
8:32
Speaker 3: And I uncovered, to my amazement, that most of these
8:36
Speaker 3: failed small businesses, these failed entrepreneurs in their early years,
8:42
Speaker 3: was not from what you would think, but instead from
8:47
Speaker 3: the fear of entering a sales conversation, which guided them
8:52
Speaker 3: to go back to their office, which was often a
8:55
Speaker 3: second bedroom in their house, and put more money into
8:59
Speaker 3: Facebook ads, send out some more emails. everything they could
9:04
Speaker 3: to avoid that conversation at the luncheon at, you know, the,
9:08
Speaker 3: the chamber luncheon or, or what have you. So that's
9:12
Speaker 3: when I realized I really need to put this, this
9:15
Speaker 3: on paper. I really need to share this to more
9:18
Speaker 3: people than, than I'm currently doing in workshops. So that's
9:22
Speaker 3: kind of what led to the book.
9:24
Speaker 2: Yeah, that's great. That's great. I love that story. Yeah.
9:28
Speaker 2: And so when did you create the nice method?
9:32
Speaker 3: Yeah, so I realized that what I was doing was
9:38
Speaker 3: not salesy at all. And in fact, most of us
9:41
Speaker 3: run away from sales because we encounter and remember the
9:45
Speaker 3: bad sales experiences. A lot of your viewers are great
9:49
Speaker 3: at selling and are not salesy at all. But when
9:54
Speaker 3: you ask an entrepreneur that is good at baking brownies,
9:58
Speaker 3: and then they wake up and realize that, wait a second,
10:01
Speaker 3: I need to sell my brownies to the restaurants and
10:05
Speaker 3: to the stores, that's scary. And so they avoid it.
10:11
Speaker 3: And it had me recall my experience as a new
10:16
Speaker 3: salesperson back in the 90s selling insurance to carnival owners.
10:21
Speaker 3: And I remembered my first sale. And what it was,
10:26
Speaker 3: was me just trying to avoid a sales conversation and
10:31
Speaker 3: just trying to be a normal human being, but was
10:33
Speaker 3: socially awkward, didn't know how to have a conversation with
10:36
Speaker 3: a stranger. And it really just forced me to ask questions.
10:41
Speaker 3: And the more questions I realized that I had, It
10:46
Speaker 3: gave me some form to what types of questions to ask. Later,
10:50
Speaker 3: the spin technique became a good foundation for me in
10:55
Speaker 3: consultative selling. But then I realized most people still don't
10:59
Speaker 3: want to be told what to buy. They want to
11:03
Speaker 3: discover what they want to buy on their own. And
11:07
Speaker 3: that's exactly what I had done unaware back on that
11:13
Speaker 3: carnival lot that first day is my questions guided that
11:18
Speaker 3: person to self-discovery of their own need for a product.
11:23
Speaker 3: And that opened them up to, Hey, you know, I
11:28
Speaker 3: sense that you're here for a reason, Shane, please tell
11:31
Speaker 3: me now what you do. And they invited me into
11:33
Speaker 3: the sale as opposed to me pushing through the door,
11:37
Speaker 3: if you will, as a salesperson.
11:41
Speaker 2: Yeah, that's great. And you are officially the first, uh,
11:44
Speaker 2: carnival insurance business developer we've had on the podcast. So
11:47
Speaker 2: thank you for that.
11:48
Speaker 3: I have some stories behind it.
11:51
Speaker 2: Talk about a niche. Talk about a niche industry. Fascinating.
11:56
Speaker 2: I'm sure you saw so many interesting things and it
12:00
Speaker 2: was a kaleidoscope of customers that you really enjoyed meeting
12:03
Speaker 2: and helping, I'm sure, through the years. So, all right. Well,
12:07
Speaker 2: so Shane, let's jump into key tactic number one from
12:10
Speaker 2: your book that you would like to share with us. Yeah.
12:14
Speaker 3: So again, this book is geared to those of us
12:18
Speaker 3: watching your channel and knowing that they never were comfortable
12:24
Speaker 3: with selling. So they're reaching out and they're looking for
12:26
Speaker 3: help here. This works with experienced salespeople that are comfortable
12:32
Speaker 3: with it. But the person we're dealing with primarily is
12:35
Speaker 3: that individual that's just avoiding those conversations. They feel and
12:40
Speaker 3: they remember the bad sales experience. So they're trying to
12:43
Speaker 3: avoid it. And oftentimes, it's just the fear of rejection
12:48
Speaker 3: is what we call it. So tactic number one is
12:50
Speaker 3: recognizing our fears. And instead of just saying, I'm afraid
12:55
Speaker 3: of rejection, I like to be more specific. And so
12:59
Speaker 3: we list four types of fears. And you might be
13:03
Speaker 3: just one of these, or you might have all four.
13:06
Speaker 3: So to sit with this, to recognize them and even
13:10
Speaker 3: name them psychologically, my PhD is consumer psychology. So I
13:16
Speaker 3: use that underlying tone in the book. But when we
13:20
Speaker 3: recognize our fears, it helps us deal with them a
13:25
Speaker 3: lot more. We confront them that way and we recognize
13:28
Speaker 3: them when they happen and that allows us to do
13:31
Speaker 3: something with them. So There are four basic types of
13:35
Speaker 3: fears that we encounter as this type of sales experience.
13:39
Speaker 3: And the first one is if I try to sell,
13:42
Speaker 3: I feel inauthentic and I base my personality on being
13:48
Speaker 3: an authentic and genuine person. So when I'm trying to
13:51
Speaker 3: sell to someone, I'm afraid I'm going to be or
13:54
Speaker 3: feel inauthentic or they'll perceive me as such. So that's one.
14:00
Speaker 3: The second one is I don't want to manipulate anyone
14:03
Speaker 3: into something that they don't want, even though I know
14:07
Speaker 3: they need it, even though I know they will benefit
14:10
Speaker 3: from it. I could save their business. I could save
14:13
Speaker 3: their marriage. I could save their life. But I don't
14:16
Speaker 3: want to put them in a position where someone might
14:19
Speaker 3: say yes just because they felt they needed to. So
14:23
Speaker 3: that holds some people back. The other one is relationship cost.
14:28
Speaker 3: I have a rapport with this person. I don't want
14:31
Speaker 3: to ask them for business because they might say yes
14:34
Speaker 3: just to protect our relationship. I don't want them to
14:38
Speaker 3: avoid me in upcoming encounters because they're afraid that they'll
14:45
Speaker 3: need to do business with me. So there's another one.
14:48
Speaker 3: That one is more with people we know already. And
14:52
Speaker 3: then the one that's closest to rejection is I don't
14:56
Speaker 3: want to hear the verdict. Because especially as entrepreneurs, this
14:59
Speaker 3: is ideal for the entrepreneurs out there. When we create
15:05
Speaker 3: our business, it's our baby. Whether it's a good or
15:08
Speaker 3: a service, it is our baby, especially when it's a service,
15:11
Speaker 3: when we're a coach. We're basically holding up the lion
15:14
Speaker 3: cub to the world and the sound begins. And we're
15:20
Speaker 3: basically asking, do they think our baby is as beautiful
15:24
Speaker 3: as we think our baby is? And we don't want
15:26
Speaker 3: to hear the no. And we're even afraid to hear
15:29
Speaker 3: the yes, but question whether they truly meant it. So
15:33
Speaker 3: we often hold that back and never even get there.
15:36
Speaker 3: So those are the four basic fears. And if you
15:40
Speaker 3: identify with any of them, now you might recognize it
15:43
Speaker 3: and do something with it as you move forward.
15:46
Speaker 2: Yeah. And I think those fears are completely normal. And
15:52
Speaker 2: as business developers, we are the masters of anxiety. We
15:55
Speaker 2: must master not just the anxiety of our prospects and
15:59
Speaker 2: our customers because they're filled with anxiety. Otherwise, they wouldn't
16:01
Speaker 2: be talking to you, but also your own anxiety. And
16:05
Speaker 2: it's tough sometimes, but giving them a label, identifying them
16:11
Speaker 2: gives you a pathway to confront them and start to
16:14
Speaker 2: control them. So, OK, I love tactic number one, understanding
16:19
Speaker 2: how you can master and control your own emotions. that
16:22
Speaker 2: could roadblock you from being a success. All right, so
16:25
Speaker 2: let's move on to tactic number two.
16:28
Speaker 3: Okay. Tactic number two falls in a very common field,
16:32
Speaker 3: but I'm going to address it in a more unique way.
16:37
Speaker 3: And that is niching down. You need to differentiate yourself.
16:41
Speaker 3: And this goes beyond business development. This is all business.
16:45
Speaker 3: This is all marketing. You need to be uniquely different
16:49
Speaker 3: and do not try to sell to everybody. Again, focusing
16:54
Speaker 3: on the entrepreneur, but this works for every sales position
16:57
Speaker 3: out there or business development position out there. And that
17:03
Speaker 3: is to find your niche. And I always say niche
17:07
Speaker 3: until it hurts and then niche some more because you're
17:10
Speaker 3: probably still not even close to how niche you need
17:13
Speaker 3: to be. There's this thing in psychology we call the
17:16
Speaker 3: majority fallacy, and that's for We use it in entrepreneurship
17:21
Speaker 3: to describe the idea of a new business owner that says, gosh,
17:26
Speaker 3: for me to be able to survive on this, I
17:29
Speaker 3: need to sell to everybody and just get 1% of
17:33
Speaker 3: them to say yes. And this is why I hated sales.
17:37
Speaker 3: I was an actual stockbroker. I had my Series 7
17:39
Speaker 3: for a while. And that was the law of the land.
17:43
Speaker 3: It's a numbers game, kid. Just keep dialing. You got
17:47
Speaker 3: to hear a thousand no's before you hear a yes.
17:49
Speaker 3: It's a numbers game. And I was like, that's the
17:51
Speaker 3: most idiotic thing I've ever heard of before. I can't
17:54
Speaker 3: take that many no's. So my philosophy now, and I
17:58
Speaker 3: do it myself and I see others do it successfully
18:02
Speaker 3: more times than the opposite way, is don't sell to
18:05
Speaker 3: a thousand people. Sell to 10. 10 that you know
18:09
Speaker 3: need your product desperately and find their uniqueness and position
18:16
Speaker 3: your product specifically to them 10. those 10 and likelihood
18:21
Speaker 3: you'll sell and get 10 yeses back, right? And if
18:24
Speaker 3: they say no, then you likely probably didn't present it
18:28
Speaker 3: well enough for them to really understand it. So niche
18:32
Speaker 3: until it scares you and then niche some more for sure.
18:35
Speaker 3: I call it the unique three. Be unique. Offer a
18:39
Speaker 3: unique solution to unique person with a unique problem. And
18:44
Speaker 3: if you can really hone in on You don't need
18:47
Speaker 3: to be Nike having to sell it to the masses.
18:51
Speaker 3: You could be a new shoe company that sells it
18:53
Speaker 3: not to someone that is inspired to be athletic, but
18:57
Speaker 3: is inspired to see their kid next year because the
18:59
Speaker 3: doctor told them to get off the couch and start exercising.
19:03
Speaker 3: A unique, it could be the same shoe, just instead
19:06
Speaker 3: of a swoosh, it's a swish. But the way you
19:10
Speaker 3: market it to that unique person with that unique problem
19:14
Speaker 3: could win your target market. Yeah.
19:18
Speaker 2: Find the people with a high probability of pain, pain
19:21
Speaker 2: that you can solve with your product. I love that
19:23
Speaker 2: tactic number two. And that's a lot of what we
19:26
Speaker 2: do in business developers. It's a lot of research. It's
19:29
Speaker 2: a lot of careful analysis, thinking through where are the
19:32
Speaker 2: people with the pain. I always like to say that
19:36
Speaker 2: business developers are like lifeguards. You don't run around the
19:39
Speaker 2: beach blindly tripping over picnic blankets and people telling them
19:44
Speaker 2: that you're there to save them. They're perfectly fine. You
19:46
Speaker 2: need to keep your eyes out on the horizon, look
19:48
Speaker 2: for the people that are in trouble out in the water,
19:50
Speaker 2: and that's your job. You go out there to go
19:51
Speaker 2: save them. So this is great. All right, let's move
19:55
Speaker 2: on to tactic number three, Shane.
19:58
Speaker 3: Yeah. This is the core of the book, and it's
20:02
Speaker 3: all about the power of questions. And we use questions
20:05
Speaker 3: in consultative approach. We use question in in relationship sales.
20:11
Speaker 3: But I take it a step further. And again, this
20:15
Speaker 3: Neil Rackham spin technique for those that have studied sales
20:19
Speaker 3: at a corporate strategy level know it well. I just
20:24
Speaker 3: take it a little bit further. And the power of
20:26
Speaker 3: questions to put it on us, the person that doesn't
20:33
Speaker 3: like to sell or doesn't believe that they like to sell,
20:37
Speaker 3: this person is afraid of having a conversation about selling
20:41
Speaker 3: their product and offering it to that person. And so
20:45
Speaker 3: we use questions simply as a means that it's strategic,
20:50
Speaker 3: but it also softens the opening to the door. And
20:56
Speaker 3: many of us have been warned or told, I should say,
20:59
Speaker 3: to just educate them. Just inform them about the value
21:04
Speaker 3: and the greatness of your product. And we often end
21:07
Speaker 3: up in the friend zone and then they go buy
21:09
Speaker 3: from someone else that actually asked for the sale. So
21:13
Speaker 3: we don't want to do that. But oftentimes just asking
21:17
Speaker 3: questions with no purpose is misguided as well. So we
21:23
Speaker 3: do want to lead with questions, but it's more than
21:26
Speaker 3: just helping ourselves, although it does. it opens the door
21:32
Speaker 3: for their own self-discovery. And what I've created is a
21:38
Speaker 3: format of questions. I call it the NICE method, N-I-C-E.
21:44
Speaker 3: N is for notice type of questions. I is illuminate,
21:48
Speaker 3: C is cement, and E is exhale. And basically, it's
21:54
Speaker 3: a strategic order of questions where N, the notice questions,
21:59
Speaker 3: are for you to learn a little bit more that
22:02
Speaker 3: you couldn't find when researching before the meeting. But the
22:07
Speaker 3: big part is those questions are softballs and they loosen
22:11
Speaker 3: up the buyer to a point where they are no longer, yeah,
22:16
Speaker 3: I allowed you to come in here today to try
22:18
Speaker 3: to sell me on something because I need to have
22:20
Speaker 3: an open mind, but I'm closed and I'm ready to
22:24
Speaker 3: say no at all costs, right? So we know that
22:27
Speaker 3: questions loosen them up. And so we're going to use
22:30
Speaker 3: the softball questions, give them the sense of, okay, they're authentic.
22:36
Speaker 3: They're truly trying to learn about me. I appreciate that.
22:39
Speaker 3: So it lessens the guard a little bit. And then
22:42
Speaker 3: the I and the C questions, illuminate and cement questions
22:47
Speaker 3: work together. Because oftentimes, in fact, I probably guess more
22:54
Speaker 3: than 90% of the time, as a salesperson, as business development,
22:59
Speaker 3: our biggest competition is not our competition. It's the buyer
23:04
Speaker 3: themselves and their status quo. They are fine with whatever
23:09
Speaker 3: product they currently have. I'm good, right? It's in our
23:14
Speaker 3: reptilian brain to stay with what we know because it's
23:19
Speaker 3: safe here. We know our own devils. We're fine. That
23:23
Speaker 3: is status quo. So when we enter a sales conversation,
23:26
Speaker 3: It's typical for them to say, nope, thank you, but
23:29
Speaker 3: we're good, no matter how good of a conversation you have.
23:33
Speaker 3: So the illumination questions are questions that start uncovering their problems,
23:39
Speaker 3: their pain, or missed opportunities. And the cementation questions start
23:44
Speaker 3: making them feel how heavy of a problem or a
23:47
Speaker 3: pain this really is. They said, oh, it's not that bad,
23:51
Speaker 3: but your questions are uncovering just how serious they are.
23:55
Speaker 3: And if you do these well, by the time you
23:58
Speaker 3: get to the fourth and last question, they are really
24:02
Speaker 3: sensing this. You've led me into this dark forest. How
24:05
Speaker 3: in the world do I get out of here? And
24:08
Speaker 3: so your fourth question is an exhale question, a release
24:13
Speaker 3: and a relief. And that's the opportunity when we all
24:16
Speaker 3: know we can say, if I showed you a way
24:18
Speaker 3: that you could get out of this dark forest, would
24:21
Speaker 3: you be interested in hearing how we could do that?
24:24
Speaker 2: Right.
24:25
Speaker 3: And We all know that question, but now we've created
24:28
Speaker 3: this sense of, wow, you didn't injure me, but you've
24:33
Speaker 3: made me feel my limp. And I realize now I
24:37
Speaker 3: probably should look at correcting that. Please tell me, Shane,
24:42
Speaker 3: what can you do for that? And I've had people,
24:44
Speaker 3: when I've done it right, people beat me to the
24:47
Speaker 3: Excel question because I built up so much of that.
24:51
Speaker 3: I hate to say anxiety, tension for sure. of them
24:57
Speaker 3: thinking about something they often don't want to think about,
25:00
Speaker 3: and now they're there. I like to think of it
25:03
Speaker 3: as a counselor, not a consultant, but a counselor. It
25:06
Speaker 3: goes past the consultant. Think of watching a movie with
25:11
Speaker 3: a stereotypical counselor sitting behind you while you're laying on
25:14
Speaker 3: the couch. There's a box of tissues on the table
25:18
Speaker 3: side of you, and you've been seeing them for months.
25:23
Speaker 3: All they've done is ask you questions about you, your life,
25:26
Speaker 3: your family, and your history. They've known for the past
25:30
Speaker 3: two months what ails you. But it wasn't until today
25:35
Speaker 3: they asked you the questions that made you sit up
25:38
Speaker 3: in that couch and say, my gosh, this whole time
25:41
Speaker 3: it's been my mom, right? And that's the self-discovery we
25:45
Speaker 3: want the buyer to feel like, oh my gosh, it
25:48
Speaker 3: is more serious than I thought. Please help me. What
25:51
Speaker 3: can you tell me what to do?
25:54
Speaker 2: Yeah, so powerful, so powerful with these questions. And I
25:58
Speaker 2: really like the structure that you have, this nice method
26:02
Speaker 2: of structuring those questions in a certain way that is
26:06
Speaker 2: sequenced to lead to success. All right, Shane, if we could,
26:12
Speaker 2: this is the point in the show where I like
26:13
Speaker 2: to summarize what we talked about today. So tactic number
26:17
Speaker 2: one is that first powerful nature of, really engaging with
26:28
Speaker 2: those that you need to understand what your competitive differentiator
26:33
Speaker 2: is out in the marketplace. What's that unique value proposition
26:37
Speaker 2: that you have? And then the second thing is understanding
26:43
Speaker 2: how you can niche down, right? Niche down and niche
26:46
Speaker 2: down even more and find the unique problem for the
26:51
Speaker 2: unique person with a unique product that can really help
26:55
Speaker 2: solve that problem for them. And then the final tactic
26:59
Speaker 2: was this nice method. It's to notice, it's to illuminate,
27:03
Speaker 2: it's to cement, and then it's to give them the
27:06
Speaker 2: pathway into Excel, that success pathway that really, at the
27:13
Speaker 2: end of the day, transitions you from a salesperson, transitions
27:16
Speaker 2: you even more from a consultant and transitions you into
27:20
Speaker 2: a counselor. that really helps guide them into self-discovery. And Shane,
27:27
Speaker 2: how can folks discover you online? How can they connect
27:30
Speaker 2: with you? How can they get a copy of your
27:33
Speaker 2: book and follow your work and become one of your
27:35
Speaker 2: clients as well?
27:37
Speaker 3: Yeah. Well, first I'd love for them to explore the book,
27:42
Speaker 3: which is available on Amazon. If you Google or if
27:46
Speaker 3: you search that term, probably add my name just to
27:49
Speaker 3: make sure. as there are some similar titles out there.
27:53
Speaker 3: You can't miss the big yellow print though. So another
27:57
Speaker 3: way is to visit the website, niceguy.biz, niceguy.biz, and that'll
28:04
Speaker 3: take you to my website there. We take people all
28:07
Speaker 3: the way through cohort versions of a group of 10
28:11
Speaker 3: people at a time through this book to develop their
28:14
Speaker 3: own specific questions, to hone down on their niching, So
28:19
Speaker 3: when they leave it, they are comfortable to enter that conversation.
28:24
Speaker 3: So absolutely.
28:26
Speaker 2: Great. Well, you've been a nice guy. You've shared your
28:29
Speaker 2: nice method with us. And we've had such a wonderful
28:32
Speaker 2: time with you today, Shane. Thank you so much, Dr.
28:36
Speaker 2: Shane Smith. Love to have you back again sometime soon.
28:39
Speaker 3: Thank you for the opportunity and to speak to your viewers.
28:43
Speaker 3: Thank you.
28:46
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28:50
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