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TSE 1188: 3 tips to improve Closing

TSE 1188: 3 Tips to Improve Closing

Johnny-Lee Reinoso, Donald C. Kelly, Closing

For organizations looking to expand their footprint and extend their reach, these 3 tips to improve closing will help them achieve those goals.

Johnny-Lee Reinoso operates a sales and marketing firm called C Level Partners that helps organizations expand their footprint, gain new clients, and move in the direction of their goals. He believes that sales is everything. His experience from the management side, from the individual side, and from the sales rep side gives him a unique multi-level vantage point.

1. Listen to understand

The biggest challenge Johnny-Lee consistently sees is that sellers listen to reply rather than listening to understand. He recently carried out a DILO, or a “day in the life of” exercise with a lean, mature team that all suffered from the same problem. They all listened while waiting for the opportunity to explain why their company was so great.

Sellers master the art of articulating their value, but before we win in the marketplace we have to master the art of listening. We’ve all heard it before, perhaps in the saying, “Telling is not selling.”

But if we truly applied this truth to our everyday behaviors both in and out of business, we would know exactly how to articulate our value proposition to become the solution that the prospect needs.

2. Exhibit empathy

In many cases, the discovery call that precedes the demo doesn’t actually help the seller understand the challenges the seller is facing. In order to understand the problems they are trying to solve, you must listen and develop empathy for the pain they are feeling.

Empathy helps us understand why people do certain things and how they end up where they are. When you care about helping people, you’ll be able to support them while they tackle the challenges they face.

When we ask questions that lead them down the path of discovery, our prospects will outline exactly what they need and how you can help.

Empathy acknowledges how the existing challenges affect the company’s bottom line and understands how important it is to consider shareholder value in the face of problems.

Empathy cannot be rushed.

When you communicate that you’re with them in the challenge, you’ll become a trusted advisor.

You cannot begin the work of solving a problem until you understand several things.

  1. You must understand the challenge and how the prospect got where he is today.
  2. You must understand whether he seems himself getting out of the situation.
  3. You must understand how impactful it is for the business if he doesn’t get out of the situation.

Once you build empathy and understand those three things, you can begin the next step of prescribing.

3. Prescribe with confidence

There’s a fine line between arrogance and confidence, and you must prescribe solutions with confidence.

An arrogant person might immediately say, for example, “I have exactly what you’re looking for.” Arrogant people don’t listen.

When you do step 2 right and you have empathy and understanding, you’ll find yourself in the position of a therapist of sorts. Like a therapist, you have to be welcoming, calm, and professional.

Therapists don’t say, “Wow, you’re messed up.” They also don’t say things like, “I’m exactly what you need to solve your problem.” Instead, they operate with confidence, saying things like, “I’m so glad you took the first step. I’ve dealt with similar challenges before and I know we can get where you want to be.”

Therapists become trusted advisors. They communicate that they are looking out for the patient’s best interests.

Confident sellers must do the same.

Pay attention to tonality

Tonality is critical to communicating the right level of confidence. Be enthusiastic. Be happy and excited that you’re speaking with a credible person.

Recognize the two different kinds of buyers: technical and economic. Technical buyers are people who can use your service but can’t make the decision to buy your service or product. Economic buyers make the ultimate decision.

There are two different ways of closing those two kinds of buyers. Because you can only engage a technical buyer for a certain period of time, you’ll eventually have to divert to the economic buyer.

Know how to ask questions like this: “I know you’ve been looking to address this challenge for quite some time. Is it common in your organization to bring the CFO in at this point to make the final decision?”

You must sniff technical buyers out early in the sales process.

Never ever give a proposal to someone who can’t buy.

Using phrases like “this is what we have been doing,” and “working with companies like yours,” communicates confidence. Eliminate phrases that include “I think,” or “it should.” #Tonality


Passion is extremely contagious. You have to know when to elevate a pitch or speak faster or slower. Johnny-Lee is a firm believer that tonality creates the environment. Because prospects who are on the phone can’t see you, they are still picturing something. They are picturing whether you’re tall or short, aggressive or not. They can picture you, and it’s your job to make sure they picture you as a trusted advisor.

Confidence comes from studying your value proposition. You have to understand your value proposition. You also have to readily know what your value proposition has done in the workplace. That means knowing the stories and the case studies.

People are sold auditorily, visually, and kinesthetically. Tell your stories with passion, with conviction, and with numbers because people love numbers and percentages.

Don’t share numbers if they haven’t shared their stories and their challenges with you first.


Don’t admire what other organizations and colleagues and sales leaders are doing. Acquire what they’ve been doing, and exceed the expectations you’ve set for yourself.

Instead of comparing your personal and professional life to the people around you, humble yourself and ask questions of those who achieved those levels of success. That will help you build a roadmap to success in all areas of your life.

“3 Tips to Improve Closing” episode resources

If you’d like to connect with Johnny-Lee, email him jlr@reinosoglobal.com.

If you’re a sales rep looking to hone your craft and learn from the top 1% of sellers, make plans to attend the Sales Success Summit in Austin, Tx, October 14-15. Scheduled on a Monday and Tuesday to limit the impact to the sales week, the Sales Success Summit connects sellers with top-level performers who have appeared on the podcast. Visit Top1Summit.com to learn more and register!

You can also connect with me at donald@thesalesevangelist.com or try our first module of TSE Certified Sales Training Program for free. This episode has been made possible with the help of TSE Certified Sales Training Program, a training course designed to help sellers in improving their performance. We want you guys to go out each and every single day to find more ideal customers and do big things.

I hope you like and learned many things from this episode. If you did, please review us and give us a five-star rating on Apple podcast or in any platform you’re using – Google Podcast, Stitcher, and Spotify. You can also share this with your friends and colleagues.

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Building Value, Ken Rutsky

TSE 1106: Why Assessing Value is Not As Simple As It Sounds, and How Companies Often Get This Wrong

Building Value, Ken Rutsky

Value is in the eye of the buyer, and because assessing value is not as simple as it sounds, companies often get this wrong.

Ken Rutsky specializes in helping companies tell their story in a way that connects it to the customer. He says that value is all connected to the stories we tell.

Defining value

We’re trying to sell something. Essentially what we’re doing is making a trade of the two things they value the most in order of least to more. Money is the thing everybody values, but often buyers value their time even more. They value the time they spend understanding, evaluating, and implementing a solution or a product.

We’re asking our buyers for two rare commodities, so we have to deliver something that is equal to or hopefully greater in value.

As a result, the simple definition of value is what will the customer open his wallet and pay for?

Many sales reps perceive that they are creating value but that may not be the case because assessing value is not as simple as it seems.

Perceived value

Ken said that the biggest mistake sales reps make is overvaluing value. Seems strange to say in a discussion all about value, but it’s true.

If we’re sitting next to each other on an airplane and I’m showing you pictures of my four kids, by the third kid you’ve probably seen enough. We tend to get excited about our goods and services just like we do about our kids. Many times, we want to show the client thousands of pictures of it. We overvalue what they’ll see in it.

Instead, we really need to relate our product to our customers.

Sales doesn’t work the way it once did. Your customer doesn’t need you to tell him about your product. They’ll go to your website and find out everything they ever wanted to know.

In the book Launching to Leading, Ken talks about how salespeople should succeed today. Start by creating that shared context with the customer. Realize, too, that it’s the customer’s context, not yours.


You have to start the conversation about your customer’s world. Come in educated about how you can transform your customer’s world.

In a recent survey of B2B buyers, business buyers ranked product knowledge as the 8th most important factor in the process. They ranked the seller’s ability to understand the buyer’s business as the number one priority.

Number 2 was the ability to teach the customer something he didn’t already know. Don’t enter the relationship with the intent to sell something. Instead, have a conversation about their business, and then teach them something.

Teaching is critical to establishing your value as a salesperson. If the customer isn’t learning from you, he could just as easily go to your website instead. In fact, most customers are 60 percent through the process before they ever want to speak to a salesperson.

Find a teaching opportunity.


Realistically, it is marketing’s job to create the stories, but the sellers are the ones who must deliver them and create context around them.

Marketing is a one-to-many art. Great sales reps show up and contextualize the stories. Understand the story of your product and how it transforms your customers’ business.

You have to do the hard work of understanding all these things. There is no magic shortcut.


Sales leaders must operate with a sense of empathy. Understand that marketing is working hard to provide the stories and the materials. If marketing feels like they aren’t getting the things they need, there’s a shared responsibility to make that connection.

Marketers must have empathy for the pressures and difficulties of selling. Great marketers have empathy for sellers. They understand the need to work as a team.

Leaders must create that environment of empathy across the organization.


Sales reps have to be competent and courageous enough to show the product very early in the sales cycle. Whether it’s a true demonstration or a case study, sellers have to demonstrate value if they want customers to believe it.

Don’t wait six weeks into the sales cycle. Demonstrate early and often. Sellers must have the ability to create and demonstrate their own contexts.

Teach your customer something and then show them how the product can enable the thing you taught him. It can happen in the first call and then it should happen again and again through the process.

The teaching diminishes as the process goes along because the customer already understands the possibility.

Your competition may be showing the products sooner because prospects don’t have the patience they used to have.

Do the homework and understand your customer and everything follows from there. Assessing value is not as simple as it sounds.

“Assessing Value is Not As Simple As It Sounds” episode resources

You can connect with Ken at kenrutsky.com. You can find information about him and his clients, and grab a copy of his book, Launching to Leading.

Connect with me at donald@thesalesevangelist.com.

Try the first module of the TSE Certified Sales Training Program for free.

This episode is brought to you by the TSE Certified Sales Training Program. I developed this training course because I struggled early on as a seller. Once I had the chance to go through my own training, I noticed a hockey-stick improvement in my performance.

TSE Certified Sales Training Program can help you out of your slump.

If you gave a lot of great presentations and did a lot of hard work, only to watch your prospects choose to work with your competitors, we can help you fix that. The new semester of TSE Certified Sales Training Program begins in April and it would be an absolute honor to have you join us.

Tools for sellers

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Mailtag.io allows you to see around the corners. You can see when people open your email, or when they click on the link you sent. Mailtag.io will give you half-off your subscription for life when you use the Promo Code: Donald at check out.

I hope you enjoyed the show today as much as I did. If so, please consider leaving us a rating on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

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Effective Onboarding, Customer Service, Donald Kelly, The Sales Evangelist Podcast, Jamie Masters

TSE 1031: Show Our Customer Love Through Effective Onboarding

As sales reps, we often forget that we can show our customers love through effective onboarding. We invest so much of our focus on getting new customers that we don’t necessarily think about how we can deliver an awesome experience once they’ve committed.

Jamie Masters has been a business coach for over 10 years. She has interviewed close to 500 millionaires and billionaires in business in order to learn what they actually do, as opposed to what is written about them in books. As a result, she has extensive knowledge about how successful people run their businesses.

The nitty-gritty details

She says business is never pretty and certainly never perfect. But there are many cool ways, she has learned, to make the nitty-gritty details easier, better, and less stressful.

Many entrepreneurs and salespersons are visionary, big-idea thinkers who sometimes find themselves frustrated when they try to implement their ideas. It is imperative that they find someone who can help accomplish all the minor details; to help with the nitty-gritty.

Jamie used to work as a project manager – she identifies as a Super Geek – but yet even as the owner of her company, she struggles when dealing with details. She just hates it.  Her right-hand operator, however, has no problem handling details, for which Jamie is eternally grateful.

Business owners and salespeople, generally speaking, have many similar qualities. Most of the time, for example, the owner is often the salesperson for the company, particularly in the beginning. It can be difficult, however, to concentrate on the visionary quality and relationships of the business without having to worry about dropping things.

Backup person

Having a backup person who can help with the nitty-gritty details provides that opportunity. The freedom to maneuver without worry makes a huge difference.

Jamie knows from experience that people are usually super-excited about a sale at the beginning. But if important details are dropped as the process moves along, the customer will begin to have reservations and will doubt the legitimacy of the product and the sales rep.

There are ways, however, to automate the sales process which will not only allow you to keep your customers but will impress them. If you are successful in sales, the process will only repeat itself – hopefully, many times over – so why not put a system in place to make it easier for everyone?

When a company is organized, when it has a great system in place, it is exciting, as a sales rep, to execute the vision. It is exciting to share a level of expertise with your clients. It makes the clients feel important and valued as well.

The process

If, for example, you can’t find the onboarding documents to send to your new client, or you don’t know which revision to send, it only creates confusion and unnecessary stress for everyone.

As a business coach, Jamie’s clients begin by walking through each step of their current process to evaluate what works and what doesn’t work. Each piece – every email, every document – is analyzed from the viewpoint of a prospect and a client. Are the forms up-to-date? Are they relevant?

Jamie learned of many instances when a client was turned off by the onboarding experience despite the broad value of the product or service. They simply would decide to look somewhere else.

If money has not exchanged hands yet, however, you are still in the sales process. Onboarding does not begin until a payment has been processed.

She prefers to frontload the payment and to begin the onboarding experience after.

Handshake deals require a lot of work up-front but offer no guarantee. Of course, it does depend on the industry. It is important to know and understand the differences between those requiring high-touch and those that are low-touch, for example.

Your strengths

Jamie’s operator keeps things running smoothly and makes sure Jamie is doing what she needs to do.

Salespeople don’t always think about the benefit of having an assistant but they should.

Jamie believes it is important to decide how much you are willing to invest in the onboarding of your customers.

If you are dealing with high-touch sales, for example, the number of nitty-gritty details can be overwhelming. In some instances, it can involve sending welcome packets and gifts. It just depends on how you want to set it up.

Jamie usually sends a welcome packet to increase the level of touch. Her customers also have the opportunity to follow up with a person via an online forum. It enables her to gain as much information from the client as possible so that she can, in return, ensure that she meets their needs.

Love languages

The 5 Love Languages is a book with an online quiz that Jamie recommends. It will let you know if the use of love languages is appropriate for your industry. Jamie discovered that, for a business coach, it is completely appropriate.

Each person thinks differently about things. Some clients might love to receive gifts, for example. Jamie sends very tailored gift packages to her clients to make them feel special. The contents are unique, interesting, and useful, and the effort makes her business stand out.

It is also a way to acknowledge the sometimes large amounts of money your client has invested with you. It is a handwritten note but on a larger scale.  The time and effort spent personalizing the interactions you have with your client will deepen the relationship with that client.

Something as personal, yet as simple, as an actual phone call also shows that you care and are willing to go above and beyond the usual.

The goal is to reduce the number of touch points without sacrificing value. When the process is automated, you can maintain the number of touches without creating more work for yourself. Then, instead of sending one overwhelming welcome packet, you can divide the content into several gifts.

It is why Jamie prefers payment up front. It allows her to then focus on collecting the data she needs to learn more about her customers so that she can find the best way to proceed with the onboarding experience.

She sends one email or questionnaire at a time so that no amount of required paperwork takes up too much of her client’s time. It is all automated. The forms or emails are sent only as the information is needed. In this way, the client is never overwhelmed with nitty-gritty details.

Empathy for customers

Jamie’s newest program, Ownerbox.com, is for busy entrepreneurs who are all working 60 hours a week. The last thing they want to have to do is more paperwork, which creates more work with no results for the effort or the money.

Jamie doesn’t allow them into the site or the program at the beginning. Instead, they receive one video which she personally views with them. She does not want to overwhelm someone who is already super busy and stressed.

She strives to make sure their experience is smooth and simplistic. It helps to imagine herself as the customer and to then tailor the onboarding experience the way she would want to experience it.

Sometimes, as sales reps or business owners, we are too close to our own work. We continue to do things a certain way because ‘it has always been done that way.’ It is easy to see the gaps in another person’s process and realize how small tweaks along the way can make a huge difference.

Game time

Think about what you can do to make the process easier. What can you do to create an experience that will excite your client?

It has been said that ‘insanity is doing the same thing over and over while expecting a different result.’ As entrepreneurs, it is sometimes all we do!

We gain another client but then scramble to find the right documents. The whole goal is to gain more clients and make more sales, but we can’t do that when we are distracted by the nitty-gritty.

Jamie strongly believes that it does not take a lot of time to rethink and clarify your onboarding experience. Something as simple as knowing the client’s birthday and setting up an automated system to send out a card will return dividends.

Your software

Nine times out of 10, people don’t like the software program they have. All software has problems but knowing your software well and making it work for you and your team is vital. Make a commitment to the software program you’ve chosen, learn it, and love it. It will save you time in the long run.

Jamie insists that we make time now in our calendars to take action on everything discussed here today. While it is not urgent to the onboarding process, it is important because it will make all the difference in the long run.

Spend an hour and make the necessary tweaks.

“Effective Onboarding” episode resources

Jamie has kindly put together an entire landing page of checklists and other information especially for TSE listeners. Find it at www.eventualmilllionare.com/TSE. You can also learn more about Jamie and her team at www.ownerbox.com.

This episode is brought to you in part by our TSE Certified Sales Training Program, which teaches you to improve your sales skills, find more customers, build stronger value, and close more deals.

The next semester begins in April.

This episode is also brought to you in part by mailtag.io, a Chrome browser extension for Gmail that allows you to track and schedule your emails. It’s super easy, it’s helpful, and I recommend that you try it out.

You’ll receive real-time alerts anyone opens an email or clicks a link.

I hope you enjoyed the show today as much as I did. If so, please consider leaving us a rating on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

If you haven’t already done so, subscribe to the podcast so you won’t miss a single episode, and share with your friends!

Audio provided by Free SFX and Bensound.




Donald Kelly, The Sales Evangelist Podcast, emotional intelligence

TSE 1005: TSE Certified Sales Training Program- “Emotional Intelligence”

Donald Kelly, The Sales Evangelist Podcast





Sometimes small problems grow into much bigger problems, and without emotional intelligence to help you address misunderstandings, these problems can affect your relationships with prospects and clients.

Have you ever met up with a friend who suddenly became upset but, to you, the thing they were upset about wasn’t a huge problem? When you react, it becomes something bigger, and before you know it – you are arguing with each other without really knowing what you are even arguing about?!

You can have similar situations with a prospect. The client loses interest, or maybe, becomes so upset they no longer want to do business with you ever again.

What happened? Why does it go wrong? The answer: Emotional intelligence.

These situations affect both sellers and buyers, so our TSE Certified Sales Training Program will help you identify these problems before they escalate.

The TSE Certified Sales Training Program is designed to help sellers at every level, from new sellers to seasoned professionals. The course has three main sections of four modules each. Tackle each section on your own or participate in a group. [01:58]

Surface-level problems

I was running a meeting last week when one of the committee members had an issue outside the topic we were discussing. The challenge she proposed began to derail the entire meeting.

What was I to do?

I realized that it was a surface-level problem rather than a true issue. We decided, therefore, to have a one-on-one discussion to address it instead.

Turns out, there was so much more she wanted to talk about than what was originally mentioned during the meeting. If I had entertained the issue during the meeting, it would have derailed the entire event for the entire group.

No money was involved, but imagine a similar scenario when working with a client. A client or prospect presents you with a surface-level problem. Then, because of a lack of emotional intelligence, people focus on that problem instead of the underlying issue.

Emotional intelligence

Suppose your client says they will not renew their contract. They might be upset because the project was late. Perhaps they are downsizing. Or maybe they no longer have the budget for it.

Those are not the true issues.

Emotional intelligence is the capacity to be aware of, to control, and to express one’s emotions, and to handle interpersonal relationships judiciously and empathetically.


In Stephen Covey’s book, The Seven Habits of Highly Successful People, empathy is defined as seeking first to understand, then to be understood.

Back to the client who is no longer interested, we have to dig deeper to find out the true reason for their decision.

Someone with a high level of emotional intelligence is able to see things from the prospect’s perspective. Rather than take the lack of interest as something personal, they are able to investigate and realize the core issue instead.

It’s tempting to think about how the decision affects me:

  • What did I do wrong?
  • How will this affect my commission?

Instead, as the seller, we need to think about the buyer.

  • What will happen to the buyer?
  • Why did he change his mind?
  • Is this the real issue?
  • What caused him to feel upset or frustrated?
  • What changed?

It could be that the buyer didn’t get their second round of funding and now has to do some trimming. The service you provide is still important to them but it is not mission critical to the function of their organization.

That is something, as a seller, that you would want to know.

When you put yourself in the buyer’s shoes and seek to understand, you may find other ways to be of assistance.

Is there something else you can do? Is there another value that you can bring? Maybe you can introduce them to someone else in the industry.

Bring value

When you focus on being helpful instead of on selling your product or service, you have attained a high level of emotional intelligence.

Recognize that it is not about you, or your bottom line. It is about serving your client.

People sometimes lash out or seem angry. Perhaps they had a bad morning or an argument with their spouse. Maybe that team member who annoys you so badly is having trouble paying his bills.

Your job is to not react to surface level issues. Your job is to understand the true source of the problem so that you help to find a solution.

Your job is to bring value to the situation.

Don’t simply react to the emotions. Be a problem solver instead.

Emotional intelligence is something you can build on. It will help you tremendously in the early stages of the sales process.

Put yourself in your buyer’s shoes. Connect on a human level and realize that your client is not just the CEO or the marketing director. He is a human being with goals. When you recognize that, you will create a foundation of trust.

Then, if something does change, he will be willing to discuss the true issues with you. It will also help you guide your buyers toward a close.

Try not to react to difficult situations. Seek first to understand. Remember that there are two sides to every situation: the side they let us see and the side they don’t want us to see.

Your job is to identify the real reason for the situation so that you can help provide solutions.

Don’t react to surface-level problems. Dig a little deeper.

“Emotional Intelligence” episode resources

This episode is brought to you in part by mailtag.io, a Chrome browser extension for Gmail that allows you to track and schedule your emails. It’s super easy, it’s helpful, and I recommend that you try it out.

They are offering a 14-day free trial, and half off your subscription when you use the code Donald at checkout.

This episode is brought to you in part by prospect.io, a powerful sales automation platform that allows you to build highly personalized, cold email campaigns. To learn more, go to prospect.io/tse. It will help you with your outbound to expand your outreach. It allows you to set it and forget it. Your prospecting will never ever be the same.

Previously known as TSE Hustler’s League, our TSE Certified Sales Program offers modules that you can engage on your own schedule as well as opportunities to engage with other sellers in other industries.

I hope you enjoyed the show today as much as I did. If so, please consider leaving us a rating on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

If you haven’t already done so, subscribe to the podcast so you won’t miss a single episode, and share with your friends!

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Bob Burg, Donald Kelly, The Go-Giver Influencer

TSE 821: The Go-Giver: Influence

Bob Burg, Donald Kelly, The Go-Giver InfluencerInfluence is the ability to move someone toward a desired action, but there’s much more to it. It’s the ability to draw people toward something instead of pushing them toward it.

For sales professionals, influence attempts to gain commitment because it’s in the client’s best interest rather than to gain compliance.

On today’s episode of The Sales Evangelist, Bob Burg helps us understand the role of influence in sales, and where we’re going wrong in our dealings with customers.

Understand why they buy.

No one will buy from you because you really need the money, or because you’re great, or because you have a quota to meet. They buy because it’s in their best interest.

The goal of selling is to discover what the other person needs and wants and to help him get that.

If you are at a place in your sales career where you “really need the money,” suspend your desperation.

Master your emotions.

When you are in control of your own emotions, you are more likely to turn a negative situation into a win for everyone involved.  When you allow yourself to become frustrated, helpless, or angry, you become part of the problem.

This doesn’t require ignoring your emotions, but rather controlling them instead of allowing them to control you.

Step into the other person’s shoes.

This sounds easy enough, but the reality is that we have different sized feet. We don’t understand the other person’s belief system or world view, which originates from his upbringing, his schooling and his experiences.

We tend to assume everyone else’s worldview is the same as ours, but it isn’t the case. Our beliefs are frequently in conflict with someone else. We should always be aware of these differences.

Set the proper frame.

A frame provides context. When a toddler falls down, he often looks to his parents to determine how he should respond. If they demonstrate alarm, he will too.

Setting a productive frame creates an environment in which people know how to operate. In the case of sales, it means saying something like, “We simply can’t know if this is right for you without exploring further. This conversation is a chance for both of us to make sure it’s a good fit.”

You’ve set a frame of discovering together which removes the pressure for the customer.

The law of the out says that the bigger back door you give someone to take, the less likely they are to take it.

The frame is the context of the situation, and it’s more important even than the content.

Communicate with tact and empathy.

Tact is the language of strength. It allows us to help people see things in a different way without feeling criticized.

Empathy is identifying with another person’s feelings. Recognize, though, that empathy doesn’t necessarily mean understanding how he feels; rather it ‘s an acknowledgement that he is feeling something distressing or confusing.

Choose your words in a way that won’t make the other person feel defensive or bad.

Let go of having to be right.

This doesn’t mean you don’t care about being right. It means you keep an open mind, and realize that you won’t always be right.

Hear the other person’s perspective. Challenge your own premise. Don’t be so attached to being right that you miss what the other person is saying.

When you give up the attachment to being right, the other person tends to drop his defenses because they don’t have the sense that you are trying to win.

Your product or service doesn’t have to be perfect. Its benefits simply have to outweigh its liabilities.

Episode resources

“You can have everything in life you want if you help enough other people get what they want.” ~Zig Ziglar

Connect with Bob at www.thegogiver.com where you can find the book series The Go-Giver.

Check out The Sales Evangelizers on Facebook to connect with sellers of all levels and all industries. Learn what they are doing, share ideas, and compare notes with sellers from all over the world.

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