In this episode of Win Sales Now, Rob and Daniel explore exactly what it takes to deliver a message effectively, quickly and with maximum impact to ensure a successful outcome.

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Podcast Transcript


Robert Brus 0:09
Welcome to Win Sales Now and Go All In. It’s great

to have you here. G’day Daniel, how are ya?

Daniel Tolson 0:15
Good to see you there.

Robert Brus 0:16
Good to see you mate.

well, if this is your first time here, this show is all about winning sales.

Daniel Tolson 0:23
Now Now, not tomorrow, not yesterday. Tonight,

Robert Brus 0:26
you’re going to learn some stuff here on these videos with Daniel and ally that you can apply in your business and your sales strategies and techniques straightaway that’s going to help you lifting numbers straight away lots of it, you will know already they’ll be fundamentals for you. But you’re also going to hear some really valuable nuggets in there that you might not have heard before. So if this is your first time here, that’s what this show is all about. Welcome. Why don’t you hit that subscribe button while you’re there, give us a give us a thumbs up ring the bell as well. We’ve got a whole load of content that we’re going to be releasing a Over the next couple of months, and you get back for more, or Welcome back, it’s great to have you here we love our repeat offenders at the Golden show we do in

Daniel Tolson 1:07
the idea of this channel is to give you practical ideas, not theoretical ideas, not concepts, practical ideas that you can take and implement immediately and improve your sales results. And you will double if not triple your sales by applying any one or two of these ideas.

Robert Brus 1:24
And you know, it’s a really fun thing for Daniel to do because we talk about our own selling process in our own businesses and I get to be a little bit vulnerable here on camera and you know, that’s a hard thing to do is to shine a spotlight on yourself and to hold a mirror up to yourself and, and to highlight the things that you’re doing wrong. And I don’t know maybe you guys watching you can see the look on my face when this guy says something sometimes and I go,

I’m not doing that. I’ll do that

every now and then that happens.

Daniel Tolson 1:52
I’ve got a client

and he’s based in Victoria, and he ends in excess of $600,000 per year. industry. Right commissions well, and one of the things he said to me is the scariest thing that you can ever do in your life is understand who you are. And he says, most people, it’s so scary that they put it off. Yeah. But what we’ve discovered is that if you have a strength, and you’re not aware that strength, you can’t utilise that string. So you will have flaws, you will not be perfect in many areas of your life. And that’s okay,

Robert Brus 2:27
what are you talking about on a foetus as I put on this beside, or I do all of this, and I do all of them put those posts on Facebook, and I look like the darling guy. And then I see you say something and I got

the vulnerabilities that we have as human beings, right.

Daniel Tolson 2:42
But the reality is, is that 95% of all presentations can be improved. Yeah, even if you’re the best, you can still do that. There’s a gentleman in America, and he ends more than $15 million a year in stripe commissions. Amazing, but he always wants to do that and he’s always going to all that South trainings. And what we’ve learned about serious professionals, people like yourself in yourself is that you’re constantly educating yourself. The minimum requirement of success is ongoing education there. And there’s always more to learn. There’s always new content coming out. And our goal was to give you the latest content. So you can win sales now. And you just take these ideas and implement them. And then you seek feedback, there is no failure, you will make mistakes. But you just take the feedback and you ask yourself, what did I do right? In my sales process today? And then you ask yourself, What will I do differently next time. And as you put these new commands in your subconscious mind, you’ll generate new patterns of behaviour. And next time you’re in that same situation, you’ll say, Ah, I know what to do to succeed. Is your belly hungry? That’s my tummy.

Robert Brus 3:49
Hopefully that microphone didn’t pick that up.

Daniel Tolson 3:52
So these are these are practical, in we want you to have incredible success.

Robert Brus 3:57
And hopefully you take these techniques and you implement them or not, hopefully, we want you to take these techniques and implement them. Daniel and I go into a lot of trouble here to create these videos and to deliver this content and, and to give it to you for free. So please, for heaven’s sake, do something with it. Don’t just watch it and go good video boys Well done, make sure you take it, execute on it, and you will win some more sales. Yeah.

Daniel Tolson 4:22
Now, that is the whole point, knowledge is not power. practical knowledge, when applied, is powerful. So that’s what it is you take these ideas, we will refine these ideas, we will test them and we will give you what works, we will make the mistakes for you. Because we have is what we do. We practice we implement, we figure out what works and what doesn’t work. And we give it to you so you can get it resolved. Because we’re crazy. We like to make mistakes. We like to trigger with this, pull this over here. And that’s what we do.

Robert Brus 4:55
And it’s a really fun process actually to for us up. I’m not sure how you feel about it. But for me to create a show like this is really fun because it gets me to talk about what it is that I do in my sales process. And when you’re learning something, but typically watching or you’re reading, that’s a pretty rare thing that you’re talking about it and, and, and spotlighting it and then sharing it with the world. And I’m really learning plenty about myself from an emotional perspective, and what makes me tick and what makes me win business and lose business when I say it out loud. So I really encourage you to get together with the appears and share the show around and maybe use it as a starting point for a conversation for you. Today’s show, we’re going to be talking about presenting the solution. And all of us says professional sales people know how to present a solution. But unless you do it in the right way, you can lose rapport like that, which means you lose the sale, and you can bug around really badly here and I find that in in my experience I’ve spent far too much time presenting the solution and not enough time building the rapport and getting the status alignment on the front end. And then understanding what the client needs. I’ve spent too much time presenting a solution that I think that they need, and they’re sitting there going, Well, that’s nice, but it’s not for me. It’s not what I’m needing. And so to get to this point, we need to have built rapport got good alignment with our customer. And then we’ve also understood exactly what they need by asking good questions at the right time. And here we are at the place to present a solution. So 40% of your time, as you’ve learned already, is spent just building report in you can never have too much report. No. You can never have too much report. And if you have a lot to report, if you forget what you’re going to say if you trip over your words, your client will let you off the hook. Yeah,

Daniel Tolson 6:49
they will absolutely let you off the hook because they say, Hey, I like this person. The second thing that you have to do is you have to spend about 30% of your time asking needs based questions in the better your questions from the general to the particular, the more success you’ll have in presenting the solution? Because as we spoke in the previous episode is, as you’re asking these needs based questions, you’re doing those psycho neuro motor activities, which will be writing down your clients, thoughts, word for word. And then as it comes time to present your solution, you’ve already got all of their words on paper. It was like what Robin? I was saying previously, member, this one.

Robert Brus 7:33
I would like to double my income in the next 90 days.

Daniel Tolson 7:36
So you want to make more money. Now. I want

to double my income in the next 90 days. So if you mismatch your client, what happens in your presenting the solution? You say, you know, Rob, before you told me you want to make more money

Robert Brus 7:50
now and then I said, Well, my income

in the next 90 days,

Daniel Tolson 7:54
so we’ve lost rapport already, and what will happen at the end of the presentation, I’ll say, and I think about it. Once somebody says I need to think about it, it is almost impossible to handle that objection. Yeah, you missed it completely. So when the client says I would like to double my income in the next 90 days, and then when you’re presenting your solution, you say, Rob, you would like to double your income in the next 90 days. Is that correct? Absolutely. Excellent. Well, this is what I recommend. And just like a doctor, you make a recommendation. So you have a very unique product and service. And you have to have good questions. And once you have identified the clients problem, only then are you allowed to offer the solution. But you should always be polite, and you should always confirm with the client. Would you like to know how to achieve that goal, or solve that problem? And with permission based selling, the client will say, yes, Rob, would you like to know how to double your sales in the next 90 days? Absolutely. Of course. Now I have permission to present. So 95% of prison. Patients can be improved. And we’ll give you a few key ideas right now to increase your success ratio in presenting, and then eventually closing sounds

Robert Brus 9:11
good. Sounds good.

Daniel Tolson 9:12
Let’s get into it good. Three things that you need. In order for you to make a successful sale. You need to create a relationship with your client, I have to look at you and say, This person is my friend. If you don’t have that friendship factor in your sales process, you can’t present this the first thing as you go through, you also need to be their consultant in their advisor. And what consultants do is they ask very good questions. And then when you hear the response, you pause and you consider what they say. When you pause and consider what they say. They look at you and they say this person’s really thinking about my situation. Think about a doctor. When you talk to your Doctor bet your signs and symptoms, nods his head, Vince listens. And then ask another question because he really truly wants to understand what’s happening. And then the third thing, you have to be able to educate your clients. When you educate your clients through the sales process, they look at you as their teacher. So they’re going to see you as their friend, as their advisor and their teacher. And this enables for a very successful presentation. And when you can show and demonstrate to your client how this product or service is going to solve their problem. They’ll be bullies and allies

Robert Brus 10:40
Yeah, beautifully said beautifully said. One thing I wanted to share with you watching this is something a little bit about man and I haven’t shared this with with you either Daniel but one of the really that’s a byproduct of learning to be a podcaster is so I’ve been I’ve had business And I’ve been an entrepreneur for a very long time, as you know. And I’ve always been in sales. That’s why I love this stuff so much. Because I think there’s so many people out there that want to be entrepreneurs, and they, they want to go and have their own business and do that. And in order to do that, you need to master sales. So I just love that aspect of it. And so I’ve been reasonably successful in what I’ve done in my life, you know, depends on your measure of success. So I think it’s pretty good. But when I learned to podcast about a year and a half, two years ago, one of the things that you do is you learn to Dr. A conversation on a podcast. So two people get together, we get behind the microphone, and I’ve got to ask questions, and you answer, answer the questions and I’ve got a constructive conversation, which is something that is interesting to a listener. And when I first learned to do that, or when I was learning to do that, it felt really, really super awkward. And I would do all this research on these people before they came on as guests. And I would almost overcomplicate the issue, and I think That I’m a pretty good conversationalist. If you I’m a very social being, I love to sit around and drink, like four cups of coffee and just chat for hours. Nothing better than a long lunch by the harvest somewhere. I just love to socialise and I love conversation. And I really enjoy engaging with other people, especially people I don’t know. And I love getting to know what they know, because I’m endlessly surprised at the incredible storeys people have. And the byproduct of listening to Dr. A conversation is learning to ask really good, impactful questions at the right time. So I challenge you as a professional salesperson watching this. What type of questions are you asking? Are they impactful? Are they stimulating a conversation? Are they are they allowing you to ask a follow up question? And it’s not something to really think about and I certainly never thought about it in my sales career in my entrepreneurial career, because I never really had to. But when I started learning to create interviews and shows and podcasts like this I was really forced to look at the questions that I asked. And there’s two types of questions that there is. There’s really good ones and impactful ones. And the really bad ones. I call them bone headed questions. And I’m always in danger of asking a boneheaded question on a podcast, and I sometimes sit there and I check myself and I’m about to ask something because you got to really think on your feet when you’re doing it is I’m trying to craft a conversation that has light and shade and something interesting into it. And I’m like, am I about to ask a boneheaded question? And sometimes I’ll stop myself and I even say to that person, hey, look, you know, this is a bit of a bonehead question, but I’m going to ask it anyway. Because if I’m thinking it might be the listeners are thinking it as well, and I can give it some context. So I challenge you, are you asking quality questions? Are you asking good questions? Are you about to ask a boneheaded question, and I’m sure that you’ve never thought about your selling and your questioning technique like that. Before and that’s something that I just wanted to share with you. It’s a bit of a they haven’t

Daniel Tolson 14:02
gotten a foot. But I really liked what you say there and tell you how Becca wants it. Every master was once a disaster. Yes. You gotta learn Yeah. And the only way to learn is for you to seek feedback. And you should practice your presentations with people who are more successful than you. Don’t practice your presentations with people less successful. Look at what the best people are doing and ask them for feedback on what you do. And that’s really important. And never forget that the people who are in the top 10% of the sales people in the world that will once in the bottom 10%

Robert Brus 14:39
Yeah, everyone saw somewhat

Daniel Tolson 14:40
in the bed of the questions you ask the bit of the answers your clients will give you and you should map these out. You should only ever ask questions to a client that you already know the answer to how they respond. That’s a classic podcaster

Robert Brus 14:54
line right there. Don’t ask the question you don’t know the answer to you’re going to be the trial lawyer,

Daniel Tolson 14:58
but also what we know about a prison intention is that if you ask the question, they assume that you’re the expert in that area. So if you ask a very impactful question, they’ll look at you and go, that’s the expert. So I really think it through. And when you ask the questions, you can say any client wrong. Have you ever considered making sales like this? And they’ll say, No. Then you could ask the question, well, what if you did do it like that? What do you think would happen? And then they’ll start to talk and converse. And then if you did double your sales in the next 90 days, what would begin to happen in the following 90 days?

Robert Brus 15:45
What do you think would happen? you’re painting a nice picture for someone when you do that. And one, one piece of feedback that I’ve got in that context is how do you know if you’re asking a good question or not? And the white the way that you get that is you asked me Really good question and So you asked me that question, and I deliberately jumped in there to say, the way you know is this is what the person says. That’s a really good question.

Daniel Tolson 16:08
You can also identify tell you, they tell you it’s a good question. Because what I do is they do what’s called a trains, directional search. And they go and look for meaning, way meaning has never existed before.

Robert Brus 16:21
And their body language will take them there too, because they go,

Daniel Tolson 16:23
they go from external, external state, they’re focusing on you. And then they go into a downtime internal it’s like they just withdraw within. And they scanning everything they’ve ever learned in their life and they’re looking for these answers. Hmm, interesting when the client starts to think your job is to zip it.

Let the client


Robert Brus 16:45
two ears one mouth their job in

Daniel Tolson 16:46
if you have to sit there for 10 or 15 minutes whilst they try to figure it out. You’ve done a phenomenal job. Yeah, if you’re asking questions, and they just shooting off the answers, these are shallow questions. But once I have to do that transformational search in Ghana Consider this in ways that they’ve never considered before. You’re the expert, and you win the sale.

Robert Brus 17:07
And you’ve got to give them room to do that as well. And sometimes people are really uncomfortable with that awkward silence. And I have a rule that I developed for myself is I know where I am in relation to where I’m trying to get to and right towards the end of a sale. If I ask an impactful question like that, sometimes I think I’m at the tipping point or the pivot point where I’m about to win or lose it. And you get a feeling from knowing just doing it so many times, right. And sometimes I asked that question, and I say to myself, is it but that’s what I that’s what I say is it but first to talk loses. And I don’t say anything, and the first person to talk loses if I talk, I’ll lose the sale. And you know, 99% of the time that that holds true for me because it’s an awkward silence. And in if they start talking first I’m like, I gotcha. And it’s not about mouse or gotcha like that, but that’s sort of what I feel in my body is that feeling of how I got it. And then I’m able to progress that and to get it to the next level to get it across the line into make that possible. Your job is to create a safe space in your client.

Daniel Tolson 18:16
Exactly. in psychology, we call this unconditional positive regard. And that’s that side in psychology, where you’re sitting in front of the psychologist, and you’re sharing your deepest feelings, those emotional pains and those physical pains, and the psychologist passes no judgement whatsoever. And if you create that safe environment for your client to say anything without being judged, that will fully consider what you’re asking them. Yeah. And then they will give you these responses that will blow your mind and then quickly write it down because you’ll want to ask the next client the same question. It’s a beautiful thing, right? It is beautiful. It’s a beautiful day silence is bliss. Yeah, you know, what happens is we have so much internal dialogue. We got so much information coming at us from all different sources, that when you are allowed time to think you start to solve these problems yourself. And as part of solving the problem, they say, what you’re presenting to me right now is the solution that I’ll be looking for. And if they sell themself on your product and service, it’s very easy to ask for the order lateral.

Robert Brus 19:24
Like that happens. It happens several times a week to all of us and not in a selling circumstance. And what you’re describing is, is the thinking process. I had a had a call from my brother, yes, that I he rang me and I was too slow and getting at the phone and I missed it up. And straight away, the phone rang again. And I picked up that call, so my phone in my hand, and then I was on that call for about 20 minutes. And as soon as that call finished, I went to ring him back, and he didn’t pick up but I saw a message in my in our Slack channel and he said, it’s all good. I sorted it out. And later in the day, I said what was that And he goes, I had a problem, I couldn’t solve it. I rang him for some help, but then you didn’t pick up and I solved it. And so that happens really, really frequently to you often. And I don’t know if you’ve ever had an IT problem and you dial the number and you call the IT guy and hang up the phone, he comes over, he comes to fix it, and like, I’m good minutes, I’ve tested myself. And it’s because you’ve had that space. And that time, so you put your hand up and hitting the other hand, you’ve had the space and time to think about the solution, and you actually solved it. And I think that that really holds true in the selling process as well, particularly as you come in towards the end of the sale, the end of the presentation when you’re ready to win the business.

Unknown Speaker 20:38
For people who are coaches in consultants, what I want to share with you right now is very important. When I was certified as a coach, I was also trained to sell coaching. And what I was trying to do was to give people a sample session, right, so people would come to a sample session, and that would come with a problem and as a coach, I would diminish. Right, my coaching abilities, it would go through the session, I would solve the problem. And I’ll demonstrate how good a coach I was. And then at the end of the end of the sample session, you know, that’s I wrote,

Robert Brus 21:11
Daniel, thank you. That was

so good. You solve my problem.

Daniel Tolson 21:15
And you solve the problem. If I ever need a coach, I’m going to come and see you.

Robert Brus 21:19
You just killed the deal by doing doing too good a job

Daniel Tolson 21:21
and you’d never see them.

Robert Brus 21:23
Yes, I’ve been there.

Daniel Tolson 21:24
Think like Baskin Robbins. Baskin Robbins gives you a little pink spoon, and they give you a little

Robert Brus 21:29
taste of a mind. That was delicious. Can I try that one now? Yeah. Give you the whole

Daniel Tolson 21:35
soft said. Yeah, yeah, absolutely. So when you go through, you have to demonstrate that you have the knowledge or the product and service to solve that problem. That’s it. No more known solve the problem because if you solve the problem, in this conversation, you will immediately lose a prospect and you’ll immediately lose the South. So that’s very, very important.

So how do we present all of this, but when we present we have to really look across at the buyer, and understand what type of person I am. And in my opinion, there’s three common styles of buyers that they’re going to come in to see me new, or we’re going to speak to on the telephone. The first side of the buyer is a visual buyer. And I like to see things yeah, we have auditory buyers who always want to talk to somebody about something. And then we have these kinesthetic buyers who need to have a test drive or a sample. So when it comes time to demonstrating your product, what you have to be able to do is to cater for these three different buyers. Now one of the things about visual people is they need to see something. So what you must have in your demonstration is something that they can see. And it should be colourful When you flick through it, I should be able to see clearly what you’re demonstrating.

Robert Brus 23:06
It’s really, really important. You can’t pay lip service to that stuff at all right? Yeah. Some people will look at the headline, some people will not look at it at all. And some people will read every single word on that page. Absolutely. You know which one you? Yeah, I’m a very visual body. Would you read that if that someone gave that to you in a presentation to

Daniel Tolson 23:24
what I’ve looked through is I would look at the major parts, I’ll look at that graph. And I’ll look at that bell number there. And I’ll flick through and because there’s a lot of content in there, I’d say okay, this is well thought through. I’ve come to the graph, see, but that’s your process. Now I have a three step buying strategy. And when we teach sales people in LP, we all have a particular buying strategy. And there’s three things that I do when I buy a product, right? First of all, I see something and I like the look of it. Yep. Then what I’ll do is I’ll ask how much is it and if it’s within my price range, Say, yes, that’s within my price range. And then I’ll test it, whether I try it on or give it a go. So it’s a three step process. I look at it, I asked how much it is, and then I draw it, right. And that’s my three step buying process. And everybody has a different strategy on buying things. Some people need to know how much it costs

Unknown Speaker 24:19
their first first year.

Daniel Tolson 24:20
And if they figure out that it’s in their budget, then they’ll have a look at it and decide if they like it, and then they’ll decide. So that might be a two step strategy. Some people will walk into a shop and say, Mike, can you tell me about the lattice Hi, fi systems. And then the salesperson will say, let me show you what I got. And I’ll say no, I don’t want to say it. I’m just asking, and can you talk to me about it? And so these people are very auditory, and they’re always going to give you these clues. So the first alibi is a visual person. I’ll say, could you show me the lightest cameras and what you do is you exclusively shot whether it be pitches office, Shadow, but you don’t necessarily have to put it in the hand.

Robert Brus 25:03
Yeah, it doesn’t have to be the

Unknown Speaker 25:04
because if you put a good time I got. Yeah, I didn’t ask to test it. I just want to look at it. Yeah, yeah. So it wouldn’t be very mindful for the auditory people, they will let you know, the auditory, because they’ll say, Daniel, I heard that you had the lightest rode microphone here. Could I speak to you about that? And ask some questions. Don’t go and show them because that distracts them. Yeah, don’t put in the hand because they’ll freak out. Just have a conversation with it. And this is where we talk about sensory acuity. And that comes from my book, The five principles of success. So you really have to listen. And then other people will come in and I’ll say, Daniel, I’ve been told that you got the latest assessments, he could you step me through what they are, and think about that kinesthetic, they want to be stepped through. So you’ll say, Rob absolutely won’t step one is we have to decide what type of the system you’re looking for

Robert Brus 25:57
to straightaway. You’re adjusting your language to he You’re mirroring their language and speaking their language.

Unknown Speaker 26:02
Absolutely. And then we’ll say, Well, the next step for you to do is to complete the online assessment. And then thirdly, we will sit down, and we’ll go through the results. And they’ll say, That’s exactly what I want. Beautiful. So you’re going to be hyper way very sensitive. Because if you’re working with a visual person, and you present with no pictures, if you can’t show the new me anything, you lose the South. Mm hmm. If they are auditory and you don’t talk enough, you will lose the sound.

Robert Brus 26:30
How do you know when you’re making a mistake? Like if you’re, if somebody is a, an auditory person, and you’re showing them something visual what what are some of the cues that happened when they had you know, you’re losing them? Because people are nice, right? They’re not rude to you, if you’re showing me that, hey, this is what it is. This is how it works and all that and I’m just like, while eyes are glazing over and you lose me. Also, check this

Daniel Tolson 26:53
out, and I want my contact but what that will do is they’ll turn the ear towards you.

Robert Brus 26:59
It’s a bit Body language going on. So you gotta watch it.

Daniel Tolson 27:01
So when you see this he coming towards them, or you. That’s one of us, Brian, if they don’t look at this, put it down. If they don’t take it off, you put it down. Yeah. Don’t try to put it in the hands because they’re trying to talk to you. Yeah, what happens what, like what you’re doing now? Got to put in your hand and you’ll leave your hands crossed. Yeah, I’m like, No, I don’t want that. So you got to talk about. So if somebody wants to talk about it, you can stimulate the conversation by saying, or Rob, what questions do you have? And I’ll do my best to answer those for you. What can you show me the camera? Absolutely. Well, so straight up, come over here yet. Let me show you what I’ve got. I’m not putting in his hand. I’m just showing you what I’ve got. And the other thing with auditory people, if there’s too much going on, if there’s too much movement, if there’s too many bright colours, this is distracting

Robert Brus 27:51
because I just want you to talk to me.

Daniel Tolson 27:54
Talk to me. Yeah. So you gotta listen to those cues. And you’ll also hear it in the language and we call these pretty good People will use auditory predicates. So I heard on the radio the other day that you’ve got the latest assessments. my mic was talking to me. And he said that you’ve got the latest assessments. So could I talk to you about it? So you’ve got to adjust. And that’s the words. Remember, we spoke about words before? Yeah. And they equate to about 7% of people’s communication via so that’s a big one. The other one with kinesthetic people is that these people like to test things out. They want to road test things they want to hold on to

Robert Brus 28:32
the gala. Give us a go. Where’s the controller? I want to play the

Daniel Tolson 28:34
game. So So you take the assessment, you say, we’ll get that in the hands and have a flick through NC have a feel if that’s what you’re after. And paga Yeah, cool. But see, it’s the importance is it’s having it in the hands. So you have to be prepared in advance. Now you can pick these people in advance just by looking at them. That visual person will often dress nicely. They’ll be very, very visually appealing, an auditory person will have very nice tone of voice and everything that comes out of the mouth. They’ll sound like a radio

and their voice will go up.

And then a kinesthetic person will often we’re just what’s comfortable. It could be the multimillionaire who comes in and a pair of studies and a walk. But yeah, a pair of plugs. Yeah, and the hay will be all over the place. It’s just comfortable for them. But if they want to have a demonstration, get it into the hands of it. And if you do that, you’ll win more sales now. Yeah, beautifully

Robert Brus 29:32
said beautifully said that. The question the question that I always have, from the, from the buyer perspective, in this type of thing here that you’re describing, because really what you’re describing is the pitch or the demonstration or the or the sharp end of the spear, if you like when it comes to the actual sale is why you what’s in it for me and why should I do it now? There are the three three questions that I sort of had when I’m being sold to and I love the selling process. I like when somebody selling to me I’ve watched it I bought a few What am I gonna get out of it and watch you don’t do it now because I live in a commodities eyes world of choice and I can fact check you right now on my phone. No, that’s not true. I can get it over there cheaper look, you can you get a cheaper Can you? Can you match that? Because if you’d match it, I bought a few. So what do you how do you handle that circumstance in a world of commodity in fact checking like that on the moment.

Daniel Tolson 30:23
You’ve got to have a strong personal brand festival. And the stronger your personal brand, the less likely the clients going to ask for a discount. If you do a very good needs analysis. Yep. And you present the solutions very well. The customer will be less price sensitive. Because sometimes it can monetize will The only difference between your product and the other person’s product or service is your and at the end of the day. If you want to buy this from me, you get me and my 30 years experience. However you can get this down the street and you can get it $10 cheaper. That you only get that person’s 30 days of experience.

Robert Brus 31:02
so unbelievably true for me that holds so true for me personally, because not not the wrong price sensitive on just not fast with a bargain, but whatever. You know, so I go into the same coffee shops here in granola day off that I in the end, the guys know me and he’s like, Where’s your coffee card? And I’m cos why one Why do I want a coffee card? Whoo. The fifth one’s free. I’m like, I don’t come here to get free coffee. I come here because you make nice coffee. And if it was $1 more, I pay $1 more. So price for me in that circumstance is just not an issue. So that what you’re saying is just so true. And out of all the studies and this is what we teach you in our online coaching events in our life coaching events, is that process is the seventh reason why people buy

Unknown Speaker 31:48
Yeah, the seventh it’s down the one

Daniel Tolson 31:50
yeah, the last one is the last

one, Melissa. Sometimes you’re not going to if you’re going to look at something and you can’t afford it. Well, you’re not on the list. But if you’re looking at it and it’s in the bracket that Other things are more important than other things about risk. So you can buy this from from me for $750. And you can buy it down the street for $250. The only problem is, is that the guy down the street who’s got it has got 30 days of experience, where I have 30 years of experience difference for this, you get my 30 years of experience, and I can save you 30 years of mistakes. But if you want to take the risk and go with the amateur, you must welcome What would you like to do? Are you going to risk your multimillion dollar business either 500 bucks. It’s taken me 30 years to get it yet. 500 bucks. Of course not. That’s what I thought. So you are the most important part of the South. Remember, they can’t get you anywhere else. There’s thousands of doctors that graduate from school from university every single year and that you are unique, and this is why your personal brand has to be strong. This is why your sales presentation has to be strong. They have to go through your sales presentation and have so much fun and have it profound experience, that I don’t want to have to go through it again with somebody. And if they do, guess what? They’ll have to judge that other person against you. And what happens is they go and see the cheap person down the street and they go, You know what? That’s not for me. I’m going to go back to you. And that’s so important. Yeah, absolutely. The most important thing. And you are, you know, yeah. And remember that, yeah, absolutely. Beautifully

Robert Brus 33:23
said beautifully said. Talk to me about, talk to me about getting out of your own way. Because sometimes sales can be really easy. You know, we’re in danger of over complicating all of these things, standing behind the desk here making these videos and having these conversations. But sometimes sales can be the easiest thing in the world when you’ve got a great product, a great service, a great message, and it just marries up to what the customer wants. And sometimes people sabotage that deal. And this guy has been guilty of doing that many times. Before and I’m guilty of not getting out of my own way. I don’t know if you’ve ever done that in a sale a couple of times I’ve recently in fact, people wanted to buy some guesting services to go on some podcast and straight off they get on the phone I think it’s kind of like checking may not realising what they’re doing. Just because I’m just kind of I’m ready for the ready for the fight you know, I’m shaping up for the sales You know, I’m ready for them to object and silently seems I’m ready to do my thing and I get on the phone How you going? It’s all really good.

Alright, sounds good. Can I have three?

But, and a couple of times I’ve got but stop, like kind of like pull myself out of the way and not just stop myself from saying anything stupid because the minute I open my mouth and say something and then I’m just going to I’m objecting to myself. And I’ve got to get out of my own way. And that happens like pretty frequently with what I go to great product and matches the process right? The customers arrived, all those sorts of things. What happens when people self sabotage? What do they do that

Unknown Speaker 34:59
first of all, I feel that they deserve three sales. And this is a problem with visualisation. So what happens is all world champions in every field, do constant visualisations and oftentimes will visualise winning the next competition. But we forget to visualise winning the grand final. And in visual rehearsals which we do a lot, Vince is that most sales trainers visualise one style, but they don’t visualise the race style and the referrals and the multiple styles that are made. So you do have to train your mind. And what happens is we self sabotage because we’re out of the comfort zone, we didn’t expect it. And remember, you have to sit very realistic expectations on yourself. If somebody is going to buy one, why shouldn’t I buy two and visualise? But if they gonna buy two? Why did they buy three and visualise for that and what happens is Sure, absolutely give me six. Yeah, that’s what does it say? That’s what I was gonna go all in. That’s what I was doing.

Robert Brus 35:54
I had a guy told me he wanted to buy 20 and no, no one I had to stop myself from saying, why don’t we just start with like, free? Let’s see if we can get this done for you like, and I stopped myself. But But I could feel it rising is rising and I’m about to sabotage myself and luckily I had the awareness to

Unknown Speaker 36:20
stop myself from that actually happening. What happens here is that self sabotage happens when we move out of the comfort zone,

Robert Brus 36:27
because I wasn’t ready for that guy just told me that he wanted to buy 20 podcasters a lot.

Unknown Speaker 36:30
We’re moving at a time. But your comfort zone has to do with your level of self esteem and self worth you worthy to sell three podcasts

Robert Brus 36:40
if you’re worthy of that, you know, I in in all, all jokes, all jokes aside, I was really flattered that he wanted to buy three that was really early on. And when that guy said he wanted to buy 20 and I stopped myself from Hey, let’s start with you know, half a dozen or something. I was really flooded. And that was like a real big vote of confidence that I could help this call and I could help him amplifies message had a really great product. I love what he was doing. And it was just a real vote of confidence for me. So I think to answer your question, do I feel worthy of selling 20 podcasts like that? No, I don’t, I never really thought about it. So but when you asked me that question, now, I don’t think I did. But when he said that, and I stopped myself, and then made me think, Hey, I’m doing something really good here. I’m really helping this quality, if there’s enough of a vote of confidence in him to do that. Well, that’s pretty cool. That’s, that’s awesome. And that was that felt really good. And you can tell by my mannerisms, and what I’m recounting the storey to that it feels good to talk about that.

Unknown Speaker 37:39
So what you do now is to make sure you don’t self sabotage in the future. Every time you guy, no sales presentation, you mentally rehearse the wings that you’ve had in the past. And so you remember that time that somebody said, I’ll take 20 and you visualise this because your subconscious mind doesn’t know the difference between something that’s actually happening. Right now in something that you were calling, and the more that you recall these mental wins. When you get into these situations in the future, your subconscious mind says we’ve been here before. So always mentally rehearse successful sales goals. You know what most people do Rob? They visualise the failures or losses, visualise the winds, and you will train this into your muscle.

Robert Brus 38:22
Let me let me share the visualisation with you is that I wake up at 530 in the morning, and I put my my shorts on I put my you put your shoes on, I put my shoes on because I went and I went to the I went to the gym. And as I as I parked in the car park at the gym is some construction. So I couldn’t go into the car park and and I thought I just look at my phone for a second as you do. And I looked at my phone and I was like there’s an appointment there in like 15 minutes. How did I miss that someone had made an appointment over the calendar, the link that I have last night while I was asleep and then in the morning, I sort of thought well that’s lucky that I saw that and then I’ll go on the phone with him in my car in the car pocket quarter to six in the morning and he said he wanted to buy 20. And I was like, All right, we’ll finish that call, I got my stuff, I went into the gym. So it was a really kind of, you know, it’s not like a win that I had in the office with my, with my colleagues around me all my mates around me and I was like, high five in the middle was like a really obscure sort of thing. And when I won the deal like that, I was like, and I went inside and I exercise that I came out and I was like, today’s gonna be a good day, it’s gonna be a good day. And it’s those feelings, it’s locking those emotions in. And if I close my eyes and in my mind, I visualise that it’s kind of a little bit funny because all there’s a little blog all over the place about

Unknown Speaker 39:47
what was going on. Gentlemen, take me through visualisation. Did we do that then? Sure. Okay. So, in hypnosis and OP, we go through a series of visualisations and there’s a series of what’s called perceptual musicians, and you need to be able to train your mind to see this event from multiple angles. So I’m going to show you how to do that now. And you can do this for yourself later on the time. So, what I’d like you to do, Rob, I’d like you to close your eyes,

Robert Brus 40:14
or I’m going to hold on to the desk. So

Unknown Speaker 40:17
what I want you to do is I want you to breathe in through your nose to the can of seven. And then hold that breath for Canada seven

Daniel Tolson 40:26
and then exhale to the Cancer Centre.

And what I’d like you to do now is I’d like you to go back to that time in the past, where you were sitting in your car, the early morning, and you’ve got that appointment, that appointment where you’re about to make 20 sales. And I want you to go back to that time now and I want you to float down into your body. And I want you to float right down into your body. And I want you to be looking through your own eyes until we what is it that you can see out there in front of you right now.

Robert Brus 41:00
Copper, bit rainy and grey cold.

Unknown Speaker 41:04
Excellent. And now what I want to do is I want you to fast forward that moving in your mind right to the peak experience, where he’s asked for 20 podcast, that one there and I want you to freeze frame that now. And what is it that you can see through your eyes right now?

Robert Brus 41:20
The guys on the other side of the zoom call on my phone that sitting on my steering wheel telling me he wants to put out 20 podcasts. What 10 minutes after I spoken to the guy. Excellent.

Daniel Tolson 41:30
And what is that feeling through the body right now? That’s a

Robert Brus 41:37
feels really good because it’s like such a nice vote of confidence. Excellent. And

Daniel Tolson 41:41
what is it that you say to yourself as you get that vote of confidence

Robert Brus 41:47
or not really say anything go I feel. I just feel really good. It feels really good. It feels like validation is what it feels like. Excellent.

Unknown Speaker 41:55
So you can feel that. Yeah, it feels like validation. Excellent. Good. What I want you to do Now get a flat up out of your body. I want you to float through that zoom camera and I want you to go down into the body of the customer on the other side of that screen. And I want you to float in his body and I want you to be looking back through his eyes at you on the other side of the call. And what does that you see as you’re looking back towards yourself?

Robert Brus 42:19
A guy that looks like he’s getting going with these day he’s given me the time. He’s really taken the time to help me out. He doesn’t have to help me out to quarter to six in the morning that. Excellent.

Daniel Tolson 42:31
And what can you hear in your own voice as you’re listening through his ears looking back at you

Robert Brus 42:38
that this person didn’t handle what I need. He didn’t do what he says he can do. He sounds he can handle. He can handle it for me.

Daniel Tolson 42:45
What is that feeling in the customers body?

Robert Brus 42:49
confidence, confidence.

Yeah, happy to have it apart with the cash. This guy knows what he’s talking about. He’s, he’s not a he’s not a rookie. He knows what he’s doing.

Unknown Speaker 42:57
Yeah. Excellent. Very good. And who’s the most Important Person to you, in your world as the customer, the most important person on this planet in your world, family member, friend, brother, sister, partner, my daughter, your daughter. So what I want you to do is I want you to float up in the air, and I want to fly over, down into your daughter’s body. I want you to be looking through her eyes looking at her dad, her role model on the phone making that sale, speaking to the ideal customer through zoom, and as you’re looking through Danielle’s eyes, what does she say as she sees her dad making the sale? She

Robert Brus 43:36
thought dad’s getting off after it again and he’s he’s doing it. He’s living his his dream. He’s doing what he wants to do. He loves what he does. Excellent.

Daniel Tolson 43:47
And what’s that feeling in her body?

Robert Brus 43:50
She’s like, proud of her dad and she’s happy for it.

Daniel Tolson 43:54
How’s that make you feel? Good, excellent. And what I want to do is I want you to fly right out. Above that thing has been floating higher and higher. And all the way back down into this room, all the way back down into your body now all the way back.

When you’re ready, open your eyes as far

Robert Brus 44:16
good. That really, really really locks it in a box. it solidifies those feelings.

Unknown Speaker 44:22
Yeah. And you can see it in the eyes. Yeah, I think so. Yeah. So the most important thing here is to train your mind on wins. You got to be able to see it through your eyes. Yeah, you have to be able to see in changed the perceptual position. So you’re looking at it back at your your performance, and then you feel the feelings of somebody who’s so important to you. Yeah, and all of this as you quickly train the mind. And as every time you visualise this, and rehearse it, it gets stronger, and you start to repeat success habits, and this is what world champions do. And you’re a world champion, and your soon to be World Champion, and you should start doing that today. And if you do that, you’ll have phenomenal presentations. You win more sales, you do it faster. You’re doing awesome, awesome.

Robert Brus 45:02
If you like what you’ve been seeing today, make sure you hit that subscribe button. Why? I’m just like, that’s an emotional experience. It’s a very Zen experience. It was. It was fun. Yeah. Don’t forget to hit subscribe, like it. Ring the bell and we’ll see in a video over there.

Daniel Tolson 45:17
Where did you put those videos? I’m gonna float.

Robert Brus 45:21
float over there with my eyes closed soon the next week.