The people in your natural network must be able to sell you.
That means your grandma must be able to explain what you do.
Actually, it goes beyond that.
Granny must be able to:
- Tell others what you do.
- Discuss the value you provide.
- Make a connection to you (If someone she knows has a problem you can solve).
Watch this video:
For even more detail, read the transcript:
If your grandma can’t describe what you do, you’re failing at your most important job.
Let’s say your grandmother was playing Canasta with four of her friends, and one of her friends turns to your grandmother and says, “Granny, let me ask you. What does that little Johnny do? He’s such a smart boy. He’s so nice. He’s so handsome. What does he do for a living?”
Would your grandmother be able to explain what you do?
If the answer is anything short of absolutely, my grandmother could take down that lead and pass it to me as a referral, if it’s anything other than that, if your grandmother couldn’t make that referral to you, couldn’t make a connection to that other granny to you, because you may be able to help her with something, if she can’t describe what you do, talk about the value you provide, and ask if that person is interested in meeting with you, if your grandmother can’t do that, you’re not doing your job.
That’s the first job you have. You have to be able to describe to your natural network exactly what it is you do, and your natural network, those are the people around you every day. Those are the people around you every day. Your friends, your family, the people who are closest to you, they have to be able to describe what you do, the value you provide, and they have to be able to make a connection for people to you when those people ask that question.
So, whenever anybody says, “Hey, what does Dave Lorenzo do?” whether they say it to my wife, they say it to my kids, my kids know to say, “My daddy helps people make more money and get home on time every night. Does your daddy get home on time every night?” If the kid says no, my kids say, “My daddy needs to meet your daddy,” and they call me or they come to me. They text me now, they have iPads and they text me, and they say, “Daddy, little Susie, her daddy needs to get home on time every night. You need to talk to him.”
The next time I see Susie’s dad, I say, “Hey, I got a funny text from my kid. He says that you don’t get home on time for dinner every night. Your daughter’s complaining about that,” and the guy says, “Ah, ha, ha, ha, ha,” and I said, “It came up because that’s what my kids tell people I do.” Lo and behold, we’re having a sales conversation.
Bottom line, if the people closest to you, your natural network, can’t describe what you do, you’re not doing your job. Job one is to make sure everybody who knows you can describe what you do, can make a connection to you if necessary, and can talk about the value you provide.
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This is your Five for Friday weekly email with all kinds of good stuff. As a reminder, each week I send you five things you need to know to grow your business.
This week we have a theme of “Take control of sales and you grow your business.”
It seems so simple but it requires focus. Read these articles and watch the videos and then take massive action.
One: Tell Your Own Story
Stealing is wrong. This is especially true if you are stealing content from me. If you are speaking to a group or writing an article, you need to tell original stories that are specific to you. In this video, I share three reasons why this is so important.
Click here for the video titled Tell Your Own Story
Two: Don’t Go Dumb
Never dumb down your vocabulary or ideas when you are selling. It is your job to elevate the conversation. If you are looking to attract smart, engaged clients, you need to be smart and engaging.
Click here for the video and article titled: Never Dumb It Down
Three: Sell With Your Passion
You must be passionate about your business and the solutions you provide to your clients. If you’re not passionate, you should find something else to do. This article makes the case convincingly.
Click here for: Sell With Your Passion
Four: How to Overcome Fear and Sell More
Why are you resisting taking action to get what you want? What is holding you back? It is usually one of two things and both of them are FEAR. In this brief video, we review the two major fears that are holding you back. We also discuss how you can overcome them.
Watch this video: Overcome Fear and Sell More
Five: You Choose Your Clients
Most business leaders don’t realize they have all the tools necessary to select their clients. You have the opportunity to choose which clients you want to work with. This video will help you do exactly that.
Watch this video now: You Choose Your Clients
These are five powerful articles (and four great videos). Make sure you go through each one and take action to make a great living and live a great life®.
Don’t forget to subscribe to my channel on YouTube. You’ll get exclusive content and you’ll see the videos before anyone else.
Conventional wisdom in sales is that everyone is a potential customer. You hustle as much as you can, get in front of as many people as possible, and always be closing (ABC). Following this thinking, your clients decide if they want to work with you and then you feel an obligation to accept them.
Basically, anyone who can draw breath and pay your fee, is your client.
That is a horrible way to run a business.
Don’t get me wrong, I hate to turn away a client, and I really hate turning down money, but as a business owner who knows how to sell, I have limitless opportunity. Here’s why:
I know who my ideal client is.
I know what they read.
I know what groups they belong to.
I know what issues keep them awake at night.
Since I know the answers to these questions I go out and speak to rooms full of people who are ready, willing and able to work with me. I write articles that are published on websites my ideal prospects visit. And I address the issues of greatest concern to my ideal prospects.
Then, when these ideal prospects seek me out, I choose my client.
Here is a transcript for this video:
You chose your clients. That’s right, you get to pick the people with whom you work. Most sales folks, most business leaders, and every professional I know thinks of themselves, I got to go out and I got to find as many people as I possibly can and ask them to work with me because most people are going to say no. This isn’t true. You get to pick exactly who you want to work with, and I’m going to demonstrate how you do that.
The first thing you do is you look at your ideal client, you interview them, and you ask them what groups or associations they belong to. Then you ask them what they read. Do they read trade magazines, or do they read websites, or do they get newsletters? Then the third thing you ask them is what is their biggest concern? When you ask them what their biggest concern is, think about it in layers. What are they concerned about related to the economy? What are they concerned about related to their industry? What are they concerned about related to their company, and what are they concerned about personally? Look for things in there that all people who are like your best client have in common, and then you’ll get some clues as to who they are, where they go, what they read, and what they’re concerned about.
Your goal is to get into a room with people who are just like your ideal client. Imagine being a room where 90% of the people were like your ideal client. Then you demonstrate your value to them. You do this by speaking, or by writing an article that addresses an issue that they’re all worried about, or you do this by solving a problem for one of them and helping that person communicate your value to everyone else. At that point, people come to you instead of you going to them, and then you get to pick your client.
That’s how a sales system truly works. A sales system helps you identify your ideal client and drive those people to you. Then once they come to you, you select who you want to work with. You pick your client.
Why am I resisting taking action to get what I want?
That’s the question you need to ask yourself.
Most often, the reason people don’t take action is fear. Specifically, Fear of Failure or Fear of Success.
Want to know more?
Watch the video below.
Here is the transcript of this video.
Why are you resisting taking action to get what you want? Something’s holding you back and that something is fear. It could be fear of failure or it could be fear of success. You have to decide, which it is for you.
Fear of failure means you’d be embarrassed if you tried to something new and it didn’t work out. Everybody would talk about you. People would know that you tried something and it wasn’t successful and you’d be ashamed.
Fear of success means you would try something and it would go wildly well and you would be far more successful than you ever dreamed of and when the success happens, people won’t like you anymore and that maybe exactly what’s holding you back.
Those are the two things that hold people back most often.
Fear of success or fear of failure.
What you need to do, is you need to look yourself in the mirror and you need to say “I’m willing to tackle this obstacle and I’m willing to make the changes necessary to upgrade my life.”
Don’t forget to visit our YouTube channel for more great videos on sales and selling.
Last week I had an opportunity to do something I truly enjoy. This past Thursday and Friday I worked with a group of smart business leaders at the Strategic Sales Academy. During our time together, I shared successful sales scripts, debunked some myths, and helped the attendees adapt my system to their business strategy.
This – helping people make money and take control of their future – is something I love to do.
When we wrapped-up at 5 PM on Friday I was even more excited than I was when the session began.
Because at dinner that evening I heard all the ways the Strategic Sales Academy Alumni were going to implement these new skills.
On Monday when I called to follow-up with everyone, I was blown away by how many of the attendees told me that my passion and enthusiasm was infectious.
Each attendee was committed to taking action based on the information they learned because I SOLD them on their future.
This is a point I cannot stress enough.
Your passion is infectious. Simply presenting something to a prospective client and telling a story might work. Delivering a compelling presentation with conviction is how you influence people.
When I say: “Sell with your passion” it implies two things:
One: You are passionate about what you are providing and the power of it to help your client.
Two: You are open to sharing that passion with your prospective clients.
So what do you do, if you don’t feel that passion?
You move on.
Life is too short to sell something you cannot get excited about.
From the time you walk into the room, everyone should see, hear, and feel the enthusiasm you have for the value you provide. Your words merely confirm what everyone already knows: You want to help and you believe you have the best possible solution for them.
Sell with your passion and every day you will be fired-up to get to work.
By the way, we are hosting the Strategic Sales Academy again in October. This is going to be an annual event and our Alumni will be coming back to share their success stories (80% of them have already registered).
There is a $2,000 discount available if you register early. Here is the link for more information:
When it comes to language, never dumb it down when selling.
Have you ever found yourself altering your language because you think people won’t understand you?
Stop doing that.
Reason One: When you dumb it down when selling, you appear patronizing. If you obviously alter your vocabulary, people will feel insulted. That is not good if you’re looking to establish a relationship.
Reason Two: When you dumb it down when selling, you are not being yourself. People buy you. They buy into having a relationship with you. If you dumb it down when selling, people do not get a chance to see the “real you.”
Reason Three: When you dumb it down you lose the opportunity to help people become smarter. People like to be around smart people. If you help people become smarter they will work with you.
Here is a concise video that illustrates the point.
Here is the trascript of the video:
Never dumb down your content for anyone.
Never dumb down your vocabulary.
I just finished a conference and one of the questions I got was from an attendee and she said that her web guy told her that she needs to write at a fourth to sixth grade level and you never dumb down your content. She’s intelligent. She’s got an advanced degree and her website is written at a high school senior level and even a collegiate level.
The web guy told her that the content was too advanced for her audience.
Never ever, ever dumb down your content.
Elevate, your readers to match you. You should challenge your folks. Challenge your clients. Challenge your audience to match your level of thinking because the way you write, is the way you think.
Never dumb down your content, ever.
If you use publishing or public speaking to sell, you need to tell your own story. This means do not repeat a story you heard from someone else as if it is your own. This video provides you with three reasons why.
Here is a transcript of the video:
I’m putting together the content again for The 60 Second Sale. That’s the book that’s coming out in July 2018. So if you’re watching this video and it’s before July 2018, you have to look … Putting together the content for The 60 Second Sale. And I promised I would give you updates as we go. And so today, I’m here in my office. It’s Sunday afternoon. It’s a little past 4 o’clock. We’re in the middle of January. I’m about two weeks away from my deadline. And I’m nowhere near done. But that’s fine. I’ll get there.
I’m working on a part of the book now where we’re talking about stories and how you use stories, whether you’re using them in writing or you’re using the stories in a presentation or a speaking engagement. Telling stories is great. You have to do it. It’s a great way to make your point. It’s a way to engage and entertain. And people will remember what you … They won’t remember what you say or do. But they’ll remember how you make them feel. And stories are a great way to do that. So one day, I am in my house and we have a handyman come over. The handyman liked to drink a little bit. And he goes to give me a bill. And the bill was a little bit more than I thought. So I questioned him on it. And he tells me this story. And this is an old story.
He says, “There’s a guy working at NASA doing a handyman job. And NASA is the National Aeronautics and Space Administration. And NASA is going to launch a rocket. And they go to launch the rocket, and they can’t do it. And something’s wrong. Something’s broken with the rocket. So they call the handyman. He goes over, takes the cover off one of the computers, and notices there’s a loose screw. So he tightens the loose screw, puts the cover on. And the guy who’s in charge of Mission Control says, ‘Oh my goodness. That’s wonderful. It’s a miracle. You’ve fixed our problem. Please give me a bill.’
So the guy gives him a bill, and it’s for $1 million. And the NASA chief, the head of NASA, says, ‘Oh my gosh. There’s no way I can pay this bill. I need itemized information because they’ll never accept this bill from me if it’s not itemized.’ So the gentleman says okay, takes the bill back, and writes down two lines on the bill, hands it to the chief of NASA. And the chief of NASA says, “Are you kidding me? You itemized that bill in that brief a period of time?’
He opens the bill, and it says, ‘Turning one screw, $1. Knowing which screw to turn, $999.’
And that was his $1 million bill.”
The handyman told me this story because the knowledge that he used to fix the thing that was broken, which was a closet door, was the reason why he was able to do it. So the moral of the story is I shouldn’t have questioned the handyman. I should’ve just paid the bill, I guess. Well anyway, I told this story to a group that the handyman told me this. The NASA story has been around for years and years. But I told a group that I was speaking to the story that the handyman used. And my point: Tell your own stories. This handyman was telling me that story as a way to make a point. But that’s an old story that’s been around forever. So tell your own stories.
Two and a half months later, I’m at a different type of meeting. And one of the people who was in the room when I told that story is speaking. And guess what he does? He tells the exact same story, the handyman story, and the handyman NASA story. And he tells it as if it was told to him, as if it happened to him. So that’s a bunch of crap.
The bottom line is you have to tell your own stories. You have to tell your own stories. And that’s the part of the book I’m working on now on a Sunday afternoon in the middle of January.
Tell your own stories!
Until next time, I’m Dave Lorenzo. I hope you make a great living and live a great life.
Each week I highlight five things you can do to jump start your sales. I call this “Five for Friday. Here are the five things to jump start your sales this week.
One: Fast Start
We are just a few days into a New Year. You still have time to get 2018 off to a Fast Start. I offered you the chance to give me a call and discuss your goals. I have not heard from you. Why?
Here’s the number: 786.436.1986
Are you thrilled with your business?
Do you get home on time every night?
Is every client just like your best client?
If you answered “No” to any of these questions, you need to call.
Two: You Make As Much Money As You Think You Should
Your head affects your wallet.
You’ve programed your subconscious mind for the income level you currently achieve.
Want to fix that?
Watch this video: You Make as Much As You Think You Should
Three: How to Build Momentum
Has your progress on a specific project stalled?
This brief (less than 2 minutes) video has the secret you’ve been looking for.
Keep your momentum going.
Watch: How to Build Momentum
Four: Achieve Your Goals: Why not How
This is a powerful video.
The key to achieving your goals is a focus on WHY and not HOW.
Most people do not take action because they think it will be too difficult to do the work necessary to achieve a goal. This is a focus on “HOW.”
Watch this video to discover the most important video you’ll watch this year:
Five: Your Thinking
We begin 2018 with a focus on what is happening between your ears.
Most people come to me seeking the tactical action steps they need to make more money and get home on time each night.
The reality is they need a “Check-up from the neck up.”
Confidence is the element that’s missing.
Get your head on straight.
If you need help, see today’s number one.
Remember to subscribe to my YouTube Channel for exclusive content.
Sales goals are important but most people focus on the wrong thing when trying to achieve them.
If you are to achieve your sales goals you should focus on WHY achieving that sales goal is important and not on HOW to achieve the sales goal.
This video explains the reasoning behind this approach:
Again, we’re into the content for the book, and I’m talking about mindset. I’m writing all about your mindset and how your mindset is influential and can have a huge impact on whether or not you achieve your goals. Today I’m really fixated on the why versus the how. You’ve got to focus on why you want to achieve something and not on how you’re going to achieve it. You got to focus on the why and not the how.
To achieve your sales goals if you focus on the why, you’ll be fired up and you will plunge head first into whatever it is you’re trying to do. You’re going to run straight forward, you’re going to jump out of that plane, and you’re going to build your parachute on the way down. You know what? You’re going to screw up. You may screw up a little, you may screw up a lot, but you will adjust because the why is so powerful. You’re motivated.
If you focus on the how and you sit down and you get caught up in the minutiae, you get caught up in all the details involved in how you’re going to achieve something and your step by step guide or your step by step actions that you need to take, if you focus on the how you’re going to be overwhelmed and you’re going to say, “Oh my gosh. Look, there’s 15 steps to doing this and I have no idea how I’m ever going to get through all these 15 steps. I can’t see it. I just can’t see it. I’m overwhelmed.” You’re going to be reluctant to start.
The why is so important to you that you’re just going to plow forward and not worry about the how. The example I use from history is that JFK went on television and he told the nation, “We will put a man on the moon by the end of the decade. We’re going to do that so that we beat the Russians into space. We beat the Russians to the moon. We’re going to seize that strategic advantage.” More than a strategic advantage, JFK knew that it would be a boost to the morale of the country.
And we did it.
We did it as a nation. When JFK went on TV he didn’t know how they were going to do that. The scientists at NASA didn’t know how they were going to do that. But, they figured it out. If they had focused on everything that was involved, they would have told the president, “No way. Don’t promise it by the end of the decade. Give us 20 years.” But that’s not how you get things done. You focus on the why.
Here’s an example I’ll give for you that you can see in your business right now. I started out as a salesperson with Gallup, and when I was a salesperson at Gallup they would have these sales contests. The winner would get money, and it was a lot of money. I think one year it was $25,000. Another year it was 50 and another year it was $75,000. The goal was always to close an account within six months. One time the goal was to close an account within three months.
In big ticket consulting, no matter what you’re consulting on, your sales cycle is really long because you got to develop deep relationships. I was able to close a deal in three months, a deal that would normally take 18 months to two years to close.
How did I do it?
I leveraged my relationships to get to the right person. I built up trust with that right person over a very short period of time. I helped that person see that they could bet their career on me.
Why did it happen?
I wanted the money.
I wanted the $75,000.
That “why” was so important, I never thought about the how. I never thought about the 20 relationships I needed to develop and all the trust threaded have to put in me in order to invest in our services. I didn’t think about the how.
I thought about the why.
Focus on the “why,” keep yourself fixated, keep your eyes firmly on the why, don’t worry about the how, take the how as it comes, the step-by-step as they come, and you will be phenomenally successful because you’ll achieve all your sales goals.
Do you want more great video content about sales and achieving sales goals? Visit the sales video page on this website. You can also check out my YouTube Channel for access to exclusive video content from speaking engagements and for attorneys.
If you want to build sales momentum, this is the article for you. In the article and video, I provide you with the keep to develop sales momentum through relationship development. The 60 Second Sale is all about relationship-development. That’s what makes it one of the best sales books.
Watch this video to build sales momentum and keep sales momentum going.
One of the questions I am asked most often is:
How do I build Sales Momentum?
This video provides the answer.
Build sales momentum and you make more money. Sales momentum is not about how you can push your client to close more deals. Sales momentum is all about what you do each and every day to get closer to your goal of developing and deepening relationships. That’s what sales and selling are all about. Every day you do something to keep going, keep moving toward your goals.
Here’s how you do it:
How To Build Sales Momentum: First Step: Goals
The first thing is your goal, you have to have a goal for each relationship, and you have to have a goal for each day. What do to want to do today? How many new people do you want to connect with to develop relationships? How many people who are on your list do to want to connect with to deepen relationships? Goals are critical.
How To Build Sales Momentum: Second Step: Habits
Habits are even more important. When you wake up first thing in the morning, what do you do to get closer to your goal, your daily goal, your weekly goal, your monthly goal, your annual goal? What do you do first thing in the morning? What do you do first thing after lunch? What do you do right before you go home? What do you do, what are your habits that are getting you closer to achieving your goals? How consistently do you apply what you’ve learned?
How To Build Sales Momentum: Third Step: Consistency
In these videos, I’ve given you a ton of stuff you can use to make more money, to sell more. How consistently are you applying those things? Go back, look through the videos, pick two or three things, apply them over, and over, over again, every day, every week, every month, you’ll get closer to your goals in that way.
How To Build Sales Momentum: Fourth Step: Reward Yourself
Do you reward yourself when you achieve something that’s really important to you? Rewarding yourself is a way to subconsciously reinforce what you’ve done, and to help you want to do it again. Give yourself some form of reward. Promise the reward to yourself ahead of time, just as if you’re motivating someone else. This is how you keep the sales momentum going. Focus on these things, and you’ll increase your sales momentum, and mastering momentum helps you make more money.
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