Oct 1, 2020
- Everyone is listening for something
- Give it to them and they'll lean towards you
- Different than listening to you
- Red Zone Communication, i.e. immediately relevant
- How to think like Elon Musk
- How to think like Steve Jobs
- What you want to create is "Whoa. Wow. Hmm. Yes!"
- Whoa: I can't believe..."could you say that again?"
- Wow: that's astonishing
- Hmm: that's too good to not use.
- Yes!: sold
- How to create "gotta have it."
- Your bottleneck to success is having to do anything through
people because people are messy
- Execution is the key
- People are afraid
- Identify, stop, or get away from evil as soon as you see
- We're flawed humans
- Buyers lie. Sellers lie. Why? We're all afraid. Why are we
- Spoke in Moscow with Nobel Prize winner
- Leading through change vs. leading through fear
- It's tough to learn when you're afraid
- Our minds and focus constricts when we're afraid
- Give our people a non-fail tactic or tool to get immediate
- Make them curious to learn more
- "The FUD/Crud Technique"
- Imagine you're in a tiff with someone
- You can't tell them to "calm down"
- Let them vent
- Look at them
- Pause when they are done
- Say, "hmmm"
- "You seem frustrated and I think you're holding back." "I think
you're frustrated, upset, and disappointed."
- Peel those layers of the onion
- "Give me an example." Don't get defensive.
- Let them get things off their chest safely.
- The upset point is the pivot.
- They will calm down.
- "What are you disappointed about?" "I can understand that,
- "Let's discuss what we need to do so we don't have to go
through this again."
- FUD/CRUD in sales when you're getting push back
- "Can I run something by you? It seems like things aren't going
as well as we had hoped."
- "When people think of sales, they think people are trying to
pull something over on them. Where did we go sideways?"
Everyone is listening for something."
- The title of his talk in Russia was "One One One Six"
- What's the least you can say that will make people say "What's
that? Tell me more!"
- Buyers are listening for one one one six.
- "May I make an observation? I think what you're listening for
is one one one six."
- "Will you regret saying yes one day, one week, one month from
- "You're also listening for if you're regret saying no one day,
one week, one month from now."
- "You might also regret saying no if your competitor buys from
us and they lap you because of this."
- "The six is if you say yes to the wrong thing and your boss
comes to you six months later and shares the pain with you."
- "You're also hoping the boss shares the success six months
- "Can you fill me in on this? What does this look like to make
you a star six months from now?"
- "May I share an observation with you? You and I have much more
in common than we do with your CEO? Your CEO has a cushion. We're
judged much more harshly. I will not sell you anything that gets
you into trouble."
- Four keys to sales success
- Go for a great outcome for both
- Be aware of your own blind spots
- Go from your here to their there, i.e. let go of your
- After you've given enough, give more, i.e. over-deliver
- What is surgical empathy? Chris Voss talks about tactical
empathy but he has an issue with that. You start to cry when you're
not in hell alone, which helps you relax, which helps you
- Men in business are emotionally shy
- They'll feel transactional vs. feeling like you care
- They feel like things could go out of control at any time
- How to make cold calls successfully
- Everyone is so tense so get them to laugh
- How to use a pattern interrupt in cold calling
- How to disarm people via "Talking to
- "Do you ever have one of those days and everything blows up in
your face and you're hoping someone calls to put you out of your
misery? Are you that guy?"
- Don't beat yourself up. Get started and get good.
- CEO of Kaiser Permanente said you have to forgive yourself when
you get things wrong. If you don't, you won't take risks.
- More on surgical empathy...
- With suicidal patients they've heard people try to convince
them too often
- "At its absolute worst, how bad does it get inside you?" "You
don't want to know." "You're probably right, but if someone other
than you doesn't know how bad it is in there, you're going to go
off the deep end." "I'm already there, pull up a chair."
- In sales...
- "May I make an observation? You've been burned before, haven't
you? You've been disappointed...You're like all of us. They were
tough to bounce back from. Now you question yourself. 'What was I
thinking?' You may not even be aware of it."
- The prospect is asking questions that don't fit. They're having
a flashback they're not aware of.
- "I'm not here to have you go through that again."
- "Take it all the way to no" from "Just
Listen: Discover the Secret to Getting Through to Absolutely
- Unless you get a no, you're giving away too much
- "What question did I fail to ask, what problem did we fail to
address, that would have made this answer different?"
- The other person respects you when you are calm and gracious
when you handle a "no" now
- Why don't we delegate? We don't have confidence in them? Ask
them "How would you solve this?"
- The difference between delegating and abdicating.
- How to get your prospects to ask "When can you start and how do you like to get
- Great marketing makes selling easy. Great selling makes great
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