where you've won over that prospect?

But, on the other hand, have you ever seen the look

on their face when you just clearly lost them?

There is truly a psychology to selling effectively.

Yet most salespeople don't know exactly

what they're doing correctly that's making people

more attracted to them, versus incorrectly

that's actually repelling prospects away from them.

In this video I'm going to show

you the psychology of selling.

The 13 steps to selling that actually works, check it out.

(clicking)

Number one, drop the enthusiasm.

This is probably my biggest passion

in this sales training space is getting salespeople

and to drop the enthusiasm, to drop the excitement

when they're in front of prospects.

Your prospects don't like it, they don't enjoy it.

They don't feel good about it

because it doesn't seem real, right?

If I go up to you, just forgetting

a sales situation, but let's just say I come up

to you at a networking event, right?

And I come up, and I introduce myself.

And I say, hi, my name's Marc, it's nice to meet you.

Right, simple introduction.

What if on the other hand I come up and I say,

hey, Marc Wayshak, how are you?

You're immediately like, what, that feels weird.

And then, when you add it into a selling situation,

immediately your prospect is going to be repelled.

It actually is caused by a psychological phenomenon

called reactance, where when we're clearly trying

to push someone in one direction

they're going to resist, they're going to pull back.

So we want to drop that enthusiasm,

and instead just be real, be genuine.

Number two, they don't want the pitch.

Some very recent data showed that one

of the biggest reasons that prospects

and buyers don't ultimately choose to do business

with a salesperson is that they felt that the salesperson

didn't really understand their needs, their concerns.

Yet, what most salespeople are doing is when they first meet

that prospect they're coming in with that pitch.

They're coming in with all of the reasons why someone

should do business with them in the first place

when we don't actually know if it's a fit.

We haven't done that proper discovery

to understand what's really going on.

So what your prospect really wants

at the end of the day is they want to be engaged

in a conversation about what's going on,

what's really important to them.

And what those challenges actually look like to them.

And then, if based on that conversation

they still feel like it's a fit, now it's presentation time.

Now it's time to present what that solution looks like.

Think of it almost as a doctor's type of a conversation.

You go to the doctor, and the doctors are not saying,

hey, we have this incredible new procedure, right?

Instead, they're just saying, hey,

tell me where are you feeling that pain?

What's going on, help me understand, right?

It's a two-way dialogue, and it's not about the pitch.

Number three, pressure is a no-no. (laughs)

Now, growing up we would always use

the term no-no, that's a no-no.

And I still think about pressure

in sales as the same idea here.

It's that we don't want to be putting pressure

on prospects because it's a no-no.

Because it is such a taboo, it is such a bad thing.

And it's not just not helpful,

it's actually killing the sale.

So what we want to do is remove

all pressure from the selling situation.

Instead of trying to persuade the prospect

to tell us, yes, where we're immediately

as a result putting all this pressure onto them.

Instead, we want to take a step back.

It's like I said earlier, there's this concept

called reactance in psychology where in any situation

when we're trying to push someone to do something,

and they know we're doing that,

they're immediately going to want to pull back.

Think about trying to get your kids to do something,

or your spouse, or someone that you know.

Trying to push them into something

that they're not really sold on yet.

If they feel like you're putting pressure there's a good

likelihood that they're actually going to pull back.

Well, that's the exact same thing

with selling to a prospect.

If we're putting pressure on

they're actually gonna pull back.

What I suggest is you take all that pressure off.

And, instead, just questions to determine

whether there's actually a fit.

Number four, it's about them, not you.

Now, again, this goes back to one of these really old ideas.

There was a boss that I had who used to say

prospects listen to one radio station.

And that one radio station is WIIFM.

Now, do you know what WIIFM stand for?

It's what's in it for me, that's what prospects care about.

They don't care about you,

they don't care about your offering.

They don't care about your products,

or your services, or how great your service is.

What they care about is themselves.

Is this conversation going to be, A, worth my time,

and, B, is their solution going to actually

help me solve a problem that I care about?

If they can't answer affirmatively to either

or both of those questions, then you're in trouble.

We've got to make the conversation about them.

Understanding their concerns, asking questions

about their challenges, the things that they care about.

And then, when they see that it's about them,

now they're going to be engaged in a conversation.

Because people like to talk about themselves.

People like to talk about their concerns, or their goals,

or whatever it is that they're looking to accomplish.

By making it about them and not your offering,

now we're in a position where we're much more effective.

Number five, get in their shoes.

Some really powerful data has shown

that top performers are much more effective

at taking the perspectives of their buyers.

So when's the last time you've really thought

through what's the experience,

what's the buying experience that my buyer goes through

when talking to me, or when talking to my competitors?

Again, I'm not talking about what's the value proposition,

or what's your product experience.

I'm talking about the actual experience of buying from you.

What's it feel like, what's good, what's not good?

Get in their shoes, start to think more like your buyers.

What do they care about, what are

the challenges that they're facing?

What are the reasons that they do business with you?

What are the reasons they do business with your competitors?

Understanding that, and suddenly we're now

really getting into the mind of our buyer.

So, when we talk about the psychology of selling,

it's literally how can we start to think like our prospect?

How can we really understand what they care about?

And then, craft our conversations

around what they care about.

Number six, we need to create value through our questions.

When you watch those scenes in The Sopranos,

if you've ever watched the show The Sopranos.

And you watch the conversation

between Tony Soprano and his psychologist.

It's really interesting from

a sales perspective as I watch it.

Because she's never really, the psychologist,

is never saying the solution.

Tony says he's got a problem

where he's concerned about this.

And then psychologist says, well,

help me understand why you say that.

Or, how's that make you feel?

Now, these aren't necessarily the exact questions

that we want to be using in sales.

But what you see is that most salespeople

when a prospect comes to us and says,

oh, I've got this problem, most salespeople say,

well, you're in the right place.

We've got this awesome new suite

of products that are gonna help you.

Instead, take a step back, and create value

not through what you're saying,

what you're pitching, but instead create value

through the questions you're asking.

Help me understand why you say that.

What would you say this challenge is costing you?

Or if you were able to solve this problem what would it mean

in additional revenue or additional profitability?

Create the value through the questions,

not through the pitching of your ROI,

or the pitching of the value that your service offers.

Really, do it through the questions,

not through just the actual statements you're making.

Number seven, no isn't bad.

Let me repeat that, no isn't bad.

This is so important as a concept in sales,

is that most salespeople spend

their entire lives trying to avoid rejection,

trying to avoid the prospect ever saying no.

Yet, when you think about it

there's no reason to feel that way.

No isn't a bad thing because the reality is that about

at least 50% of your prospects are not a good fit.

Our data show that at least 50% of the people

that you initially come across are not going

to be a great fit for whatever it is that you're selling.

So with that said we want to get to know as quickly

as possible with those 50% that aren't a good fit.

So if it ultimately turns out that it just isn't a fit try

to identify that as early as possible.

And consider that a victory that it wasn't a fit

because top performers are spending the majority

of their time in front of qualified prospects, in front

of the prospects that want to do business with them.

So the only way that that can be ensured happens

is to make sure that when you come across someone

who's not a fit is that you disqualify them and you move on.

And what this also does is it takes off all that pressure.

It takes off all that pressure that the prospect

is feeling to do business with you.

And, instead, you're basically saying, look,

I'm not sure if this is going to be a fit.

Help me understand what's going on.

Now the prospect feels so much more comfortable.

From a psychology perspective

you've taken all that pressure off.

Now they feel good about this interaction.

And at the same time you can too,

because you know that if it's not a fit you move on.

If it is a fit we're going

to explore exactly how it's a fit.

Number eight, if you feel it, say it.

Let me repeat that, if you feel it, say it.

One of my mentors used to always say this.

And it's just stuck with me as so true.

Quite frankly, even more true in today's selling environment

where there's just no time for wasting time

with tire kickers or people that just aren't a fit.

If your prospect is talking in a way

that's making your gut say, you know what,

there's something not right here,

rather than just push through just say it.

Just get it out on the table,

whatever it is that you're feeling.

And I don't mean to say that this has to be confrontational.

But let's say your prospect, it just seems

like they're just not into this.

Maybe the timing's not right, or they're not interested,