In Sales Training

Ben Settle, Donald Kelly, The Sales Evangelist PodcastBuilding a vision, repelling the wrong people to attract the right ones, and effective emailing strategies – these are just a few of the interesting topics discussed in our show today as we engage in a meaty conversation with Ben Settle.

Ben Settle specializes in email copywriting and is the genius behind the Email Players Newsletter. Today, he shares with us great insights that he learned over the years and that he’s continuously applying to set himself apart from what everybody else is doing.

Here are the highlights of my conversation with Ben:

Selling techniques Ben is learning from Jim Camp, the most feared negotiator:

No hard closing, manipulative tactics, or clever phrases

  1. All about building vision: Vision drives decision

Get in their world, give them a vision of their problem, and the sale gets in the right frame

  1. The best negotiators never create objections.

Instead of telling the feature and benefits, ask questions first to dig into the problem

Frame your questions in a way that gets people to think differently.

  1. You cannot take someone’s right to veto.

Always give them the right to say no. Ask questions that make them feel like they’re in control. Your prospect has to decide to move forward on their own by giving them a vision. Position yourself as the person with the solution.

  1. You’re always safe when you’re in the other person’s world.

You’re safe as long as you’re in their world talking about their problems.

  1. Principle overrides tactic.

Ben’s selling insights:

  1. Dating is the same as selling.

Inviting someone into your world versus coaxing someone to go into your world

  1. The math is on your side.

If you believe you have a high quality product, remember that there is less supply of you than there are of people who need it. So you don’t need to sell to everybody to make a very good living. Then you don’t have to do all this desperate “needy” stuff. What do you care if they reject you? You haven’t lost them, they’ve lost you.

  1. Repulsion marketing

It means focusing on people you don’t want away to attract the people you want by default. The people you didn’t want to buy the product sometimes change the way they think to qualify themselves to have that product.

2 Common mistakes people make when it comes to emailing:

1.Constantly giving free information without selling

2.Pummeling people with blatant sales pitches

Effective emailing strategies:

Mix content with promotion in every email.

Before you send an email, ask yourself: Does this warrant me interrupting their day for a few minutes? If not, don’t send it.

Not letting people know something exists for a sale is selfish because people in your email list are there because they have a problem.

Ben’s Major Takeaway:

You’re always safe when you’re in the other person’s world. Find out what’s going on with them mentally and what the problem is and how they feel about it. Get them thinking about it. Build a vision first then they’ll be begging you to show them a solution.

Episode Resources:

Connect with Ben through www.BenSettle.com. Opt in to his list and get the first issue of his $97/month Email Players newsletter.

Jim Camp’s book Start with No

Jim Camp’s interview with Michael Senoff

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