How To Make More Sales By Being More Human (Wes Schaeffer)

Transcript

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What does it really take to make more sales in 2025?

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My guest today, world-renowned sales expert, wes Schaefer, is about to show you how, in this episode, we dive into Wes's practical secrets to sales success to help you sign more clients and make more sales ASAP.

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Welcome to the Jason Moss Show, where established online business owners go to increase their income, freedom and impact.

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I'm your host, jason Moss.

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Let's dive in, wes.

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Welcome to the podcast.

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How'd you do that?

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Did?

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you already hit record.

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That was pretty good.

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It's got like the five second countdown.

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Were you recording?

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earlier, I got to do that.

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I'm too lazy because I don't edit, I just okay.

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All right, I'm learning man.

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That's good, I love it.

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Well, I'm glad to have you here.

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Good thing I wasn't edit I just okay, all right, I'm learning man.

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That's good, I love it.

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Well, I'm glad to have you here.

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Good thing I wasn't picking my nose in the beginning, but anyway, you cut that out.

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But you're not.

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You know what I'm saying.

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You know we, we encourage nose picking here, so it's it's a nose friendly zone.

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That's what I get for doing this first thing in the morning.

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I'm glad you're here.

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I'm excited to dive in with you.

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So I was reading about your background before we hopped on here.

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How does someone in the Air Force, an Air Force vet, end up running a sales company helping companies and individuals improve their sales?

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I mean, it seems like quietly- it's been 20 years so it's now declassified so I can talk about the sales training, sales training and mind bending classes the Air Force gave me.

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Ok, but you'll have to be sworn to secrecy.

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You can't share this for another 10 years.

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Yeah, yeah, it's an unlikely path.

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Yeah, there was no sales or entrepreneurship training in the military.

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There's a lot of leadership right and discipline beat into you.

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You know the beatings will continue till morale improves, that kind of thing, and you learn to get tough.

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And I just I wanted to be in sales.

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I wanted to make more money and sales was the path.

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It was the obvious path, and so I did my five years after the academy and jumped right into commission sales.

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So what did being in the Air Force teach you about selling?

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It didn't.

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I guess it taught me about people, right?

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It taught me.

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You know, four years at the Air Force Academy is an intense experiment, right?

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You get there, on day one they shave your head, everybody's yelling at you.

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For a full year, you know, you have a six week basic training, which is pretty physical, and then for a year, you know, you have a six week basic training, uh, which is pretty physical.

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And then for a year, you know, you are yelled at, um, I don't know if, uh, oh, where's the book?

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Where's the book?

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I used to have it on my shelf.

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Oh, I do have it.

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Stand by.

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We had to carry around this little book.

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It's called contrails and this is literally mine from 100 years ago.

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Um, so we had to memorize this thing and it's you can tell it's worn out.

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So we had to carry it in our back pocket and it's filled with facts, all kind of facts, quotes.

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You see, I've got it highlighted.

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Uh, we had to memorize this entire book, and so any upperclassman so sophomore, junior, senior, at any time could approach any freshman and say give me John Stuart Mill's quote War is an ugly thing, but not the ugliest of things, a decayed and degraded state of moral, patriotic feelings, which seems to know that it's worth war is much worse.

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The person has nothing for which he is willing to fight.

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So from 1988, I can still quote, regurgitate that quote and so they teach you how to you know, through that process you get tough or you get gone.

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You know, and then so you learn.

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You learn that you can do a lot more than you thought you could.

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And then you have three years to practice being a leader.

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You know, the sophomores are the primary trainers of the freshmen.

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The juniors supervise the sophomores and the seniors are supposed to oversee everything.

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And so you know, four years.

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You learn you can put up with a lot of BS and still get through it with your humanity and your humor still intact some dark humor, um so so, indirectly, right.

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How does that relate to sales?

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It's like selling is just.

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You know, zig Ziglar always said it's the transference of a feeling, and that feeling is confidence, confidence.

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And so four years of the Academy gave me confidence, right, and so I think I'm more calm in most situations.

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You see salespeople all the time.

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They're super excited on day one, they're super excited when they start a meeting or a demo, and then when it gets down to the tough questions pricing, availability negotiation, whatever Then they freeze and they change, the demeanor changes and the prospect.

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Okay, well, let me go ahead and send us some information on that.

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We'll get back to you.

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It's that change.

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They can't put their finger on it, but they're like yeah, something just rubbed me wrong.

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He just doesn't seem as confident in his pricing, his availability, blah, blah, blah, and they go dark on you.

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So, indirectly I know that it's helped me a lot, but it's not the obvious answer that you would think pertaining to sales.

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But the obvious answer is usually wrong.

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Hey friend, hope you're enjoying this episode of the podcast.

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This episode of the podcast, and before we get, back to it.

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if you're an established online business owner who's serious about unlocking your next level of income and impact and growth, I want you to watch my free million-dollar online business training where I walk through a four-step roadmap.

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I've personally used to sell well over a million dollars of coaching, consulting and courses online.

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It's going to make the journey of growing your business so much easier.

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I want to give this to you for free.

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All you got to do to access it is go to jasonmosscom forward slash growth.

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That's jasonmosscom forward slash G-R-O-W-T-H to get free access to this training right now.

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Now back to the episode.

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So, for someone who obviously hasn't been through what you've been through, how do you build that confidence?

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Is that something that you can learn or is it something that you're born with or something that you have to have some crazy experience, like the Air Force for years to be able to develop.

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No, you can be confident in yourself, and what I try to help people with is understanding.

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You know an expert and maybe expert is too strong of a word, but if I'm one chapter ahead of you in the book, then I can teach you and help you.

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Okay, okay, and so if you've been at something for for a minute, you're better than the person you're talking to.

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In that one thing, right, and so you could be.

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You know, standing in front of pick a celebrity, lebron James, or you know Elon Musk, or whatever, if you, if you're an expert in podcasting or copywriting or finances, stand your ground.

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Oh, these people are rich, blah, blah, blah.

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In your lane.

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You're better than them, you know.

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So be confident in your knowledge and your ability to serve them in in that lane.

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And once people if I can help you internalize that, I mean, boom, you're off to the races.

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You know, um, because imposter syndrome is a real thing and and there's a lot of fake stuff on the internet and you know people driving up in their Rolls Royce to the private jet and on the internet, and you know people driving up in their rolls royce to the private jet and in the rolex and whatever, and it's like I don't.

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That's not how I define success, so don't let others define success for you, you know.

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So if you know you're good in your lane, hold your head high and and go.

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Help as many people with that one thing.

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Yesterday I saw an orthopedic surgeon for my knee and you know he couldn't help me with sinuses or nutrition.

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He can't help me with jujitsu.

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Right, if I bring him to train jujitsu with me, he's going to be a blubbering idiot.

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But on my knee, that dude walked in, head held high, bam.

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He grabbed my leg, grabbed my foot, starts torquing it.

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Okay, let's go.

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So you know, everybody's strong in one area and everybody's weak and many, many others.

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Yeah, I love it.

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So you talk about this idea of human to human sales and we talk a lot on this podcast about authenticity and the power of personal branding and so many aspects of I think we're probably speaking the same language.

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Tell me more about what that means and how that applies to selling.

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There's.

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A guy wrote a book almost a hundred years ago, Robert Collier, and he said we must enter the conversation going on in the mind of the prospect.

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Okay, so that was true in the dark ages, the early years of radio, print, advertising, obviously some direct mail, but that has never changed Everything that we do.

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We must enter the conversation going on in the mind of our prospects.

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Okay, so you can use marketing automation, you can use AI, you can use screen scrapers, you can use analytic tools to slice and dice your demographics and that rifle shot, that pinpointing, can be very good.

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But I've always said we must deliver a powerful message in a powerful manner.

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Okay, and if you've got a good message, even if it falls on, quote, unquote, the wrong person, It'll still get shared.

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And what I mean by that?

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I always tell people, you know, my wife and I have seven kids and not once did I ever carry and deliver a child, Not once that I nurse any of those children.

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Okay, but I've seen it happen a whole lot.

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I've seen it happen for over eight years.

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That's, my wife nursed all these kids and my wife liked those glider rockers, you know.

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So it's not like a rocking chair that goes back right, Kind of goes forward and back in the autumn and little leg thing slides forward and backward as well.

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And so today's marketer would say, well, we're only going to target, you know, women between the ages of 22 and 38 with this, that and the other.

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You know they follow Oprah and you know Red Book magazine, blah, blah, blah.

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Okay, but her mother bought us that chair, Okay.

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So maybe they should target women between the ages of 48 and 72 that might have grandchildren, great-grandchildren, you know, that might be pregnant.

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Maybe they target the fathers, the husbands.

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You see what I'm saying.

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So you've got to be careful on with our abilities now to really slice and dice.

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You know, show me left-handed albino men over six foot two that you know also play the ukulele, Okay.

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I mean, I don't know how big that market is, but I'm sure they're out there.

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But you can refine yourself to death, right, and so just deliver, Start with a great message and then start to refine it.

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Okay, and you do that by entering the conversation going on in the mind of the prospect.

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We lose track, Like we're so COVID, I think.

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Accelerated things, social media accelerated things, broadband internet accelerated all of this.

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So we're, you know, it just keeps getting worse and worse in a lot of ways, but it's driven us into the screen right, Drives us home, isolated, Even when we're out in public.

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You know, I was at the doctor's office yesterday and everybody's face is down on their phone.

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I didn't make eye contact with one person.

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You know, there were 12, 15 people in that lobby.

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There were 12, 15 people in that lobby.

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So it's hard to connect with humans today, but they're all striving for it.

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We all want to be seen and heard and understood.

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That's why we need a good message.

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We have to ask good questions.

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We must enter the conversation going on in the mind of the prospect.

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What are they thinking as they sit down at their desk and they log in?

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What are they looking for?

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What is that itch they're trying to scratch?

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And we've got to have a message that snaps them out of that stupor.

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Okay, and it's hard.

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So what are some of the keys to that good message?

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When you look at people and help them with messaging, what do you?

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Yeah, what?

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What are some of the the keys?

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um, most of the time people are too broad.

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You know it's like who do you help?

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You know?

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Example I use a lot.

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You know somebody sells bottled water.

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Well, everybody drinks water.

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You know the human body is 80% water.

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So everybody, no, everybody is not a prospect, you know.

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So who's a prospect for your bottle of water?

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Maybe you know moms with kids.

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They're on the go, they're playing sports.

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Uh, maybe it's athletic.

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Uh, men that you know belong to a certain gym or whatever.

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So you've got to, it's not everyone, you know.

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And because, yes, everybody needs water, but not everybody will pay for water.

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And because, yes, everybody needs water, but not everybody will pay for water.

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Okay, so I have people do an exercise and it's like you know said, picture the person.

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You're trying to reach your ideal prospect.

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What are they doing right now?

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When you say you're calling them, what are they doing when they?

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When the phone rings, you know they're sitting at a desk.

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They have two monitors.

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They've got their iPhone sitting there, their iPad also sitting there.

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They're on a desktop.

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They got a laptop that they carry around as well.

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Two screens, dozens of tabs open, facebook Messenger, instagram, messaging text, whatsapp, telegram, slack, oh, and here comes your email, or here comes your phone call.

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Hi, how are you?

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What does that person think Right then, at that moment?

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You know, are you starting off in a deficit or are you putting your best foot forward?

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How do you enter the conversation going on in the mind of that prospect, you know, are you starting off in a deficit?

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Are you putting your best foot forward?

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How do you enter the conversation going on in the mind of that prospect?

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How do you get that person's attention right then and there?

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Oh, I don't make cold calls.

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That's so yesterday.

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Fine, you're wrong.

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But fine, let's say, you're sending emails.

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You know again, dozens, hundreds of emails coming through Amazon updates.

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You know all these other updates coming through.

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Oh, and some work updates, oh, and some pitches.

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How do you stand apart?

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You know, you're in my world.

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How many, how many emails do you get a day, with some agency saying somebody should be a guest on your show?

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Five or 10 or 50 a week yeah right, I get five, ten a day.

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I created a template.

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I just hit reply, just boom, boom, boom, because I can tell.

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So a little little caveat I have a dash in my name, west dash schaefer, on linkedin.

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So and I found this out on accident I used to have a red telephone in my name.

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I did it just to stand out in the sea of names.

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You know, when you do a search and you see everybody's name.

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But I started noticing all the emails I would get Facebook or LinkedIn messages, but also email that would say hi, wes question mark, star, squiggly line Because it was taking that emoji or whatever and it couldn't translate it.

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So linkedin I think is must be the source of like 90 of email scraping.

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Uh, because 90 of the messages I get are hi, west dash.

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So when I get a west dash, I just immediately hit reply, send the template and delete the message, because I know it's just been scraped, but they're all the same Hi.

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I really love your episode with Jason Moss and really the part where y'all talked about, you know, human to human selling.

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Anyway, I thought Joe could add great value to your podcast.

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I'm like is anybody thinking about me?

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What is my state of mind when I scroll through my hundred messages a day.

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How am I going to respond to that pitch?

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Okay, not well, but it works well enough.

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Everybody can be bought.

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So, whatever they're selling their soul screen scraping and blasting and cold emailing you know they're like well, I'm making enough money, I'm gonna keep doing it okay yeah, but they remain invisible to me.

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I literally reply.

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Template send delete so we talk about this quite a bit on this podcast that there's this almost this split happening in the marketing and sales world.

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But I mean, I'm more of a marketer, I would say, than a salesperson.

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And there's other angle is how do we bring more humanity to the table, how do we increase intimacy, how do we increase personalization?

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How do we do less better?

00:18:42.496 --> 00:19:02.185
And it sounds like what I hear you saying is in a world where we're so distracted, the ability to truly empathize with the person on the other side of the screen is the first step, and then being able to tailor your communication, be much more specific, and that might mean doing a lot less, but doing it better.

00:19:04.255 --> 00:19:08.285
Yeah, empathy is a big word, right, and I think people still confuse it.

00:19:08.285 --> 00:19:11.496
It's not sympathy, you know.

00:19:11.496 --> 00:19:15.423
Sympathy is, you know, getting down in the muck with them.

00:19:15.423 --> 00:19:18.568
You know, holding their hand through the muck.

00:19:18.568 --> 00:19:33.275
Empathy is walking a mile in their shoes, understanding the dilemma, understanding the path out, and giving them a hand, you know, giving them a flashlight, helping them see the way to get to get through that muck, right?

00:19:33.275 --> 00:19:39.066
So, yeah, how are you, how are you helping them do that?

00:19:39.066 --> 00:19:42.557
And you know we have to be careful.

00:19:42.557 --> 00:19:44.280
There's two sides to every coin.

00:19:45.623 --> 00:19:53.041
Um, we can spend too much time trying to get to know too much and it can be creepy to get a message.

00:19:53.041 --> 00:20:01.719
You know, hey, wes, I see you like jujitsu and have a big family and you like ice cream and walks on the park and puppies.

00:20:01.719 --> 00:20:06.939
And you know like, okay, dude, that's a little too much specification, you know.

00:20:06.939 --> 00:20:26.859
But on a broad brush, I learned in 2006 from my sales coach and I've taught it ever since, the, the frustrated upset concerned angry approach, okay, and it goes kind of like this, and and I I tell people I equate it to like, if you ever go deep sea fishing, you don't throw one line in the water.

00:20:26.859 --> 00:20:31.876
Right, they set five or ten or fifteen hooks, you know.

00:20:31.876 --> 00:20:35.964
And do you care which line the fish hits?

00:20:35.964 --> 00:20:36.866
You know.

00:20:36.866 --> 00:20:39.662
Let's say you're going for marlin but you get a 300-pound tuna.

00:20:39.662 --> 00:20:42.084
Or you go, ah, I don't want tuna, cut the line.

00:20:42.084 --> 00:20:44.963
No, you're like, okay, I'll take it.

00:20:44.963 --> 00:20:59.972
And so the frustrated upset, concerned, angry, is when I know enough about my ideal prospect that I can chum the water, you know.

00:20:59.972 --> 00:21:03.381
So let's say I'm I'm calling sales managers of midsize.

00:21:03.381 --> 00:21:05.064
You know technology companies.

00:21:05.064 --> 00:21:06.366
You know.

00:21:06.366 --> 00:21:10.567
So it's like hey, jason, you know I work with, with VPs of sales.

00:21:10.587 --> 00:21:15.182
I work with sales leaders who are frustrated with salespeople making excuses.

00:21:15.182 --> 00:21:22.520
They're upset that despite giving them all the technology they want, they're still not making enough dials.

00:21:22.520 --> 00:21:30.166
They're concerned about predictability and visibility into a profitable pipeline.

00:21:30.166 --> 00:21:39.324
And some of them are just downright angry that despite putting forth their best effort, really coddling even their salespeople, they still don't think they're going to hit their number on a regular basis.

00:21:39.324 --> 00:21:44.346
Jason, I don't know if that applies to you, but I mean, are you wrestling with any of those things right now?

00:21:44.346 --> 00:21:47.057
And I've had.

00:21:47.057 --> 00:21:48.703
I mean, that's my pitch right.

00:21:48.703 --> 00:21:50.201
It has been since 2006.

00:21:50.201 --> 00:21:53.480
And I've had guys go.

00:21:53.480 --> 00:21:55.547
Were you just listening to my sales meeting.

00:21:57.736 --> 00:22:02.825
But it's just human nature and so I know what people typically deal with.

00:22:02.825 --> 00:22:04.602
You know, say, I'm selling jujitsu training.

00:22:04.602 --> 00:22:07.484
Hey, wes, are you frustrated with people passing your guard?

00:22:07.484 --> 00:22:12.968
You know, are you upset that, despite getting in a dominant position, your submissions suck?

00:22:12.968 --> 00:22:15.862
You know, are you concerned about cardio?

00:22:15.862 --> 00:22:22.737
You know, know, as you get older and and, uh, you know, wearing yourself out, chasing these younger, smaller opponents, are you just like, downright angry?

00:22:22.737 --> 00:22:28.996
Despite eight years, you're still a miserable excuse of jiu-jitsu and you should probably just take up quilting.

00:22:30.298 --> 00:22:31.259
Yes, that's me.

00:22:31.259 --> 00:22:32.039
You got me.

00:22:32.039 --> 00:22:34.103
How do you know?

00:22:34.103 --> 00:22:36.006
Because we all have the same problems.

00:22:36.445 --> 00:23:01.598
So, once you know the typical issues and it may be a bad time, whatever, but hey, call me later, whatever but nobody says if I'm calling sales leaders and really in any industry it's good to kind of niche down, but I can call any sales leader with those frustrated, upset, concerned, angry, and 100% of them will go.

00:23:01.598 --> 00:23:04.023
Yeah, those are issues.

00:23:04.023 --> 00:23:07.778
They may not be ready, willing or able to talk right at that moment.

00:23:07.778 --> 00:23:13.821
Okay, they may not want to admit it right now, but everybody has those issues.

00:23:13.821 --> 00:23:16.067
So if you can just start with that broad brush.

00:23:16.067 --> 00:23:19.065
So that's one of the first things that I have my clients work on.

00:23:19.065 --> 00:23:19.938
So what are your?

00:23:19.938 --> 00:23:23.838
Frustrated, upset, concerned, angry, and that gets them thinking about.

00:23:23.838 --> 00:23:30.181
You know, I want to get them away from trying to boil the ocean right, so like who would buy water.

00:23:30.994 --> 00:23:39.769
You know parents who are frustrated with kids always saying I'm thirsty, mommy, and I got to stop by the store and pay through the nose for a bottle of water at the 7-Eleven.

00:23:39.769 --> 00:23:45.667
They're upset that despite buying, you know, fancy thermoses and whatever, the kids never seem to fill them up.

00:23:45.667 --> 00:23:49.025
They're concerned about, I could say, the environment.

00:23:49.025 --> 00:23:53.298
So maybe we switch it around, maybe we're selling those thermoses right, so they're concerned about the environment.

00:23:53.298 --> 00:23:56.703
So they want to have something that's refillable, you know, and they're just downright angry.

00:23:56.703 --> 00:24:00.635
The kids just waste money and drink half a water bottle and throw it away.

00:24:00.635 --> 00:24:05.586
You know they think that their parents are made of money, you know so, yes, yes, yes.

00:24:05.586 --> 00:24:07.836
So okay, here, buy my thermos.

00:24:07.836 --> 00:24:09.397
Yeah, you know so.

00:24:09.518 --> 00:24:12.381
Love that and it's super practical and actionable.

00:24:12.381 --> 00:24:15.804
So let's shift over to the sales call.

00:24:15.804 --> 00:24:20.868
Let's say we've got the messaging dialed in, we get someone on the phone.

00:24:20.868 --> 00:24:23.132
They're interested in potentially working with us.

00:24:23.132 --> 00:24:30.636
What are?

00:24:30.656 --> 00:24:34.607
some of the biggest mistakes that you see people make when it comes to that discovery conversation.

00:24:34.607 --> 00:24:36.011
Men are the worst at this.

00:24:36.011 --> 00:24:38.038
Okay, but all salespeople do it, but men are the worst.

00:24:38.038 --> 00:24:38.701
Are you married?

00:24:38.701 --> 00:24:41.150
No, okay, but all salespeople do it, but men are the worst.

00:24:41.150 --> 00:24:41.913
Uh, are you married?

00:24:41.913 --> 00:24:44.799
No, um, but I'm sure you've seen it, you've heard it.

00:24:44.799 --> 00:25:00.384
There's scenes on movies, there's tick, tock, you know videos where the wife will come in and say I just, I got to get this off my chest, I don't need you to solve any problems, I just need to talk, because husbands, men, we want to solve things.

00:25:00.384 --> 00:25:06.207
You know and I'm being stereotypical, but in broad brushes, this is how things work.

00:25:06.207 --> 00:25:09.424
Women tend to be more empathetic Okay.

00:25:09.424 --> 00:25:16.477
Better conversationalists, better listeners, okay, men, we want to just hammer, I must go hit something.

00:25:16.477 --> 00:25:34.588
And so we salespeople overall, men especially we jump into solving, we jump into diagnosing and prescribing before we've done a thorough evaluation.

00:25:34.588 --> 00:25:41.148
Our prospects need to feel heard and seen and understood.

00:25:41.148 --> 00:25:43.242
It's literally the bedside manner.

00:25:43.242 --> 00:25:46.734
You know, I'm a little hesitant.

00:25:47.116 --> 00:25:48.000
I called my buddy.

00:25:48.000 --> 00:25:51.743
He's still just, he's retiring right now.

00:25:51.743 --> 00:25:55.144
He does jujitsu with me retiring as Navy SEAL.

00:25:55.144 --> 00:25:57.142
He was a Navy corpsman at first.

00:25:57.142 --> 00:25:59.578
He's been concerned about my need.

00:25:59.578 --> 00:26:03.917
He's like so I called him, I said and this was literally like a five minute appointment.

00:26:03.917 --> 00:26:07.165
I mean they did x-rays and the guy kind of he did tweak money.

00:26:07.165 --> 00:26:10.378
Okay, yeah, it's, I don't, it's nothing, we can't really treat it blah, blah, blah.

00:26:10.378 --> 00:26:14.566
We can do a big work up, but I don't know.

00:26:14.566 --> 00:26:16.509
His demeanor was fine but it was like super quick.

00:26:16.509 --> 00:26:24.578
So I told my buddy and he's like okay, I'd still like you to get a workup on circulation, blah, blah, blah, maybe.

00:26:24.578 --> 00:26:25.240
See, okay, I'll go do that.

00:26:25.240 --> 00:26:28.025
But when?

00:26:28.025 --> 00:26:40.396
When we rush to a, a diagnosis and prescription, that's when we want a second opinion prescription, that's when we want a second opinion.

00:26:40.396 --> 00:26:42.101
Now, again, we have to.

00:26:42.101 --> 00:26:42.622
We've got to juggle.

00:26:42.622 --> 00:26:45.367
A prospect may take an hour of your time and you can't help them.

00:26:45.367 --> 00:26:54.236
Okay, so you got to learn when to kind of shift, but, but in general we have to let the prospect speak.

00:26:54.236 --> 00:26:58.382
Um, and for the longest time.

00:26:58.422 --> 00:27:15.567
I would always say that whoever is asking the questions is in control of the conversation, and that is true, okay, but amateur salespeople will use that as an excuse to interrogate what's going on.

00:27:15.567 --> 00:27:17.349
Jason, how'd you get that microphone?

00:27:17.349 --> 00:27:18.477
How long have you been using that?

00:27:18.477 --> 00:27:19.641
What kind of power does it use?

00:27:19.641 --> 00:27:20.904
What kind of cable is it connected to?

00:27:20.904 --> 00:27:22.116
How do you clean it?

00:27:22.116 --> 00:27:24.119
You know, like damn, damn, damn.

00:27:24.119 --> 00:27:32.778
So it's got to be conversational, you know, and so we.

00:27:32.778 --> 00:27:42.740
You have to feel like I give a crap and that we are addressing something that is truly a concern of yours, but also we as the salesperson.

00:27:42.740 --> 00:27:44.766
You know I call it hurt and rescue.

00:27:44.766 --> 00:27:52.546
Since I'm calling you, you're not as concerned about solving the problem as I am right now.

00:27:52.546 --> 00:28:07.042
Now, so I have to scratch a little bit, pick at the scab and make you go.

00:28:07.083 --> 00:28:10.892
Oh, wow, that is a bigger issue than I thought Okay, and so there's a lot of nuance there and how to hop in.

00:28:12.920 --> 00:28:13.361
How do you do that?

00:28:13.361 --> 00:28:14.444
There's a lot of nuance.

00:28:14.444 --> 00:28:28.097
I, we, as salespeople, have to adjust how we sell to match how you buy, okay, and how you buy.

00:28:28.097 --> 00:28:30.080
If it's a cold call, literally how you answer the phone tells me something about you.

00:28:30.080 --> 00:28:30.962
You know, uh, hi, this is Jason.

00:28:30.962 --> 00:28:32.865
Uh, you know accounting.

00:28:32.865 --> 00:28:43.355
Uh, jason Moss, accounting.

00:28:43.355 --> 00:28:45.643
Uh, jason moss, hello, you know, hi, oh, yeah, just got a flight 22, 22 to chicago.

00:28:45.643 --> 00:28:46.425
Please, hey, hold on one second.

00:28:46.425 --> 00:28:48.491
Uh, okay, hey, sorry about that.

00:28:48.491 --> 00:28:48.853
Hey, this is jason.

00:28:48.853 --> 00:28:49.855
Okay, yeah, can I get a big mac?

00:28:49.855 --> 00:28:50.979
Hold on one second.

00:28:50.979 --> 00:28:51.138
What?

00:28:51.138 --> 00:28:52.501
You got one happy meal?

00:28:52.501 --> 00:28:53.765
You got one happy meal.

00:28:53.765 --> 00:28:54.887
Hey, what's going on?

00:28:54.887 --> 00:28:56.538
Oh, you're with your family.

00:28:56.538 --> 00:28:57.362
Yeah, it's fine's fine.

00:28:57.362 --> 00:29:05.405
We're going to the game, okay, the fact you'll answer the car while you're in the car going through the drive-thru tells me something about you.

00:29:05.405 --> 00:29:06.367
Oh, you're a family man.

00:29:06.367 --> 00:29:08.959
Oh, you're okay, you're multitasking.

00:29:08.959 --> 00:29:10.323
It may be a great time.

00:29:10.323 --> 00:29:11.346
It may be a horrible time.

00:29:11.494 --> 00:29:13.738
So, are you very formal?

00:29:13.738 --> 00:29:15.059
Are you very soft-spoken?

00:29:15.059 --> 00:29:15.740
Hi, this is Jason.

00:29:15.740 --> 00:29:18.505
This is Jason had a great day.

00:29:18.505 --> 00:29:19.326
How can I help you?

00:29:19.326 --> 00:29:20.268
How can I make your day better?

00:29:20.268 --> 00:29:21.809
All of those things.

00:29:22.155 --> 00:29:24.020
I am adjusting how I engage with you.

00:29:24.020 --> 00:29:25.425
Right then, and there.

00:29:25.425 --> 00:29:27.680
Most salespeople will do the same thing.

00:29:27.680 --> 00:29:29.003
Hi, how are you?

00:29:29.003 --> 00:29:29.906
It's the same approach.

00:29:29.906 --> 00:29:33.142
I'm hungry and I got five hungry kids.

00:29:33.142 --> 00:29:33.503
What do you mean?

00:29:33.503 --> 00:29:39.577
Hey, can have hungry kids.

00:29:39.577 --> 00:29:39.979
What do you mean?

00:29:39.979 --> 00:29:40.099
How?

00:29:40.099 --> 00:29:41.265
Hey, can you call me back, okay, or I can have fun with it.

00:29:41.265 --> 00:29:41.506
Hey, can you?

00:29:41.506 --> 00:29:42.008
Can you save?

00:29:42.008 --> 00:29:42.470
I like the dinosaur?

00:29:42.470 --> 00:29:42.631
Can you?

00:29:42.631 --> 00:29:43.153
Can you save one of that?

00:29:43.153 --> 00:29:43.314
Can you?

00:29:43.314 --> 00:29:43.815
I'll send you money.

00:29:43.815 --> 00:29:45.539
Give me one of the dinosaurs in the happy meal.

00:29:45.539 --> 00:29:46.521
Dude, you're crazy.

00:29:46.521 --> 00:29:47.023
Who is this?

00:29:47.023 --> 00:29:48.326
You know?

00:29:48.326 --> 00:29:50.459
So can you adjust on the fly?

00:29:51.441 --> 00:29:56.298
Because we have to adjust how we sell to match how the prospect buys, and and.

00:29:56.298 --> 00:30:01.877
And it tells me something your tonality, your volume, your rate of speech, the formality.

00:30:01.877 --> 00:30:04.403
Do you use your title?

00:30:04.403 --> 00:30:09.618
So all of that matters and it's not something you just learn right away.

00:30:09.618 --> 00:30:19.355