“How Do I Sell Without Pushing?”

I find myself to be too ambitious, where I tend to come off aggressive to people. What are your thoughts on better ways to approach conversation for selling that don't scare? I'm guessing you're not listening very [music] much and probably talking too much. >> Yeah, I don't know if it's ambitious or probably aggressive. >> Yeah, aggressive is probably the right term. Um, but the thing is is that people believe almost nothing about what you say and almost everything about what they say. [music] And so, the reason that selling requires you to ask so many questions is because you want them to say it. Right? Like, you giving somebody the answer, they'll never accept it from you. [music] And so, the whole point of selling is to be like smoke. And so, what I mean by that is like smoke, you can't hold on [music] to. It's like be like water, you need to be flexible. And so, whenever you make statements, they can disagree with them. When you ask questions, you can't disagree with a question. Right? I mean, you can reject the premise, but like let's [music] just move on beyond beyond that. Um, but people will not in general disagree with a question. And so, when you ask questions, you give them nothing to disagree with, which allows them to come to the conclusion. And so, the amount of statements that you make in [music] in a sale should be as small as humanly possible, and everything else should either be complimenting the person on a great inference they just had or conclusion they came [music] to or decision they're making. Um, or only answering logistical questions, like do I have mediums? [music] Am I available on this day? That kind of stuff. The actual pitch itself, even the pitch part of whatever your sales script is, should typically be a statement and then an analogy. And so, it's like, "Hey, we're going to provide accountability." And so, for example, boom, I'm already away from the the features of accountability and I'm explaining [music] it via an analogy around accountability. And so, one of the big misconceptions around selling is that you have to tell the person about your stuff. You actually say almost nothing about your stuff. And that is because no one really cares. They care about themselves, they care about their problems, and they want to know that you can solve it. And so, the only part that you want to describe, if you are going to describe something about what you do, is only in so far as it helps them believe that you'll be able to solve it. But you describing the entirety of what you're going to do, you usually sounds like work that either you're doing, which they're like, "Great, just handle it. I don't care." Or they're doing, which sounds like work, which they don't want to do. And so, the idea is we want to use analogies to bridge that gap, which [music] is much shorter to communicate and easier to comprehend, which ultimately persuade at a much higher level.