Creating Meaning and Conviction for Your Prospective Client
Evolutionary Sales
Jason McClain
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Episode 10 - Creating Meaning and Conviction for Your Prospective Client

In this episode of Evolutionary Sales, Jason McClain continues to deliver the difference that will make the difference for you in the 21st Century Marketplace. The next step in the Evolutionary Sales Process is meaning and conviction. Using advanced linguistic techniques and conscious repetition, you will leanr how to generate conviction in your prospect that what your offering provides is the answer they are looking for. IN addition, Jason answers some listener email, giving you applications and clarifications opf previous distinctions as it relates to the telephone and getting past the "gatekeeper". As always, you will be exposed to powerful tools and distinctions, and learn critical information that will allow you to make the most effective use of this material for your financial success and professional fulfillment. More details on this episode go to http://personallifemedia.com/podcasts/evolutionary-sales/episode010-units-meaning-conviction.html

Transcript

Transcript

Episode 10: Creating Meaning and Conviction for Your Prospective Client

Announcer:  This program is brought to you by personallifemedia.com.

[Music]

Jason McLain:  Welcome to “Evolutionary Sales”.  I'm your host Jason McLain and your guide in the 21st-century marketplace.  Last week on “Evolutionary Sales” we talked about gap analysis, which is a whole set of questions which will allow you to not only distinguish yourself in the marketplace, but more importantly provide a really clear sense of evidence around how you can contribute to your client or your prospect.  Just this set of questions alone can add to your value, as they perceive you in that most people probably never ask them these questions.  Most service providers have probably never asked them these questions.

So study those questions.  Practice those questions.  It is an invaluable set of tools.  Just that alone - and I will say this about a lot of aspects of this system - but that particular set of skills alone could make a huge difference in your business today and in the future.

In this weeks episode we will get into something called unitive meaning and unitive conviction that will allow you to create greater conviction for somebody around acquiring your product or around engaging you for your service.

[Music]

Jason McLain:  If somebody said, “Does he know you?” to me, I would say, “You can just tell him Jason is calling.”

“Well, have you talked to him before?”

“You can just tell him Jason is calling”

I have had to do this a few times out of tens of thousands of phone calls and it never takes more than three times for them to suddenly act like a robot and put you through.

[Music]

Jason McLain:  Because I can't say it enough that evolutionary sales is really about providing a service or product that will enhance someone else's world and your duty is to leverage them beyond their limitations so that they can have the life, or the business or the relationship or whatever it is that they always wanted or have always needed and then delivering on that.

[Music]

Jason McLain:  You get them to say yes three times and you get them to be convicted around the value that you're going to bring.  They become certain.  So their hopes become beliefs or their beliefs become certainties.  And their certainties become convictions.

[Music]

Jason McLain:  First a little listener email.  I have mentioned this before but I'm going to say it a little bit more strongly.  If you have found value in these podcasts and you would like them to continue, I need questions from you.  We have got thousands of subscribers and so I know there are plenty of people out there who have some questions.

It could be just questions about application but it could actually be more fundamental questions.  I don't imagine that thousands of you are going, “Yup, this is brilliant.”  Or maybe some of you are I'm sure.  But some of you have questions.  Some of you have disagreements.  Some of you have concerns about application.  Some of you need contextualization.

I'm here for that.  And I welcome that.  And if you don't do it then there will be a natural end to this series of podcasts because it's a system.  And the system will at some point be complete.  I can drill down on it but frankly my focus will probably be elsewhere.

So if you want this to continue to be a value to you and thousands of others, email me your questions at [email protected].

So listener Roger emails me with this question, or actually first he says this, which I'm just going to go ahead and read this testimonial:

“I've heard a lot of podcasts on sales, neurolinguistic programming, hypnosis and other topics and yours is one of the very few that offer great content, not just promises of content for those who sign up for paid products.”

Well thank you Roger.  I really appreciate that.  And your question - his question is in terms of sales and prospecting and rapport building.  They are all crucial to his business, not to mention cold calls.  He has one issue with my podcast on this topic.  He says, “The advice to use first names to get by gatekeepers has failed me on many occasions.  It goes something like this:  “May I speak with Tom please?”  “May I ask who’s calling?”  “You can just tell him Jason is calling.”  “Does he know you?””

And then Roger says there is the sticking point.  It could be a sticking point if you allow it to be a sticking point.  In fact, if you get stuck there, you will get stuck there.  So one of the things I used to do, and that question can come in many forms – “Is this a sales call?” - in which case you want to say, “You bet it is.”  You want to actually brag about it and take away the dynamic of them thinking that you're doing something that you shouldn't be doing and you feeling embarrassed about it.

Be proud of what you are doing.  By being proud of it, you take away one of their primary objections.  But if somebody said, “Does he know you?” to me, I would say, “You can just tell him Jason is calling.”

“Well, have you talked to him before?”

“You can just tell him Jason is calling.”

I have had to do this a few times out of tens of thousands of phone calls and it never takes more than three times for them to suddenly act like a robot and put you through.

So what I would say is the reason you are getting stuck is because you don't simply repeat back to them, “You can just tell him Jason is calling” or in this case, Roger.

So Roger thanks for your question.  I imagine that there were probably a hundred people with the same question and that's the way you do that.  You really pretend as if they are asking you a different variation on the same question, which is, “May I ask who's calling?”  They may be asking at a deeper level or a richer level.  It may be more complex.  And all you need to do is stay with the mindset that they are empowered to stop your phone call, but they are not qualified, which means that you need to tell them as little information as possible so you can get to the decision-maker.

And again, what is critical is once you get to the decision-maker, you do not waste his time or her time.  You immediately say, “This is a sales call.  Do you have a minute?”  You will garner their respect and you will demonstrate respect for their time.  Great.  Thanks for your question Roger.

So, to represence our steps in the evolutionary sales process, first of all you have done your own emotional work.  That could mean estate management.  It could also mean just clearing out all your limiting beliefs and all that gunk from your past and past experiences so it doesn't color the experiences you have with your prospects and your clients in the present.

You have set your own smart goals - that is state it in the positive, measurable, achievable, responsible, set in time.  And then you have learned how to establish rapport, whether it is in person or whether it is on the phone, but you have learned those skills and you are continually, continually honing those skills, realizing that any time that you don't get to a place where you think you should be leading a prospect or a client, it's probably a function of a lack of rapport.  It's your job to notice that, to back up and reestablish it.

We have talked in detail about information gathering, smart outcomes with your client and values as well.  And in the last episode we got into gap analysis.  After you have gotten permission and you have engaged with them to such a degree that you have permission at every step of the way, remembering that is your job to guide them in this process, your duty really. 

Because I can't say it enough that evolutionary sales is really about providing a service or product that will enhance someone else's world and your duty is to leverage them beyond their limitations so that they can have the life, or the business or the relationship or whatever it is that they always wanted or have always needed and then delivering on that.

So what's the next piece in the puzzle?  What is the next step in the process?  Two things that go hand-in-hand really, in fact on the flowchart they are looped together.  You can even say that you should do those, that loop.  Commit to cycling through that loop at least three times.

And it is a unit of value or meaning and then a unit of conviction.  And it is really straightforward.  It's a simple little language pattern where you have said, “Well gosh, what I would like to do for you is this.  And what that means to you is this. Do you feel that that would be useful?”  And you get a yes.  Or you get a no.  And then you get some feedback.

And then you cycle through it again.  “And what else I would like to do for you is this. And what that means for you is this.  And would that be useful to you?  Or would that be valuable to you?”  And they say yes.

Again, you do that three times.  I just demonstrated it twice.  So it could be something like, “So what I would like to do for you to show three homes for you.  And what that means to you is I'll be showing you three homes that fit your values.  Would that be useful to you?  Or would that be valuable?”  And you get them to say yes.

“Well what I'm going to do for you is I’m going to design this training and it's going to incorporate all the things we have talked about that are lacking in your sales department currently.  And what that means for you is you'll get an experience in your department that should ramp up your sales at a pace that is astounding to you.  Would that be useful to you?”

And you just keep cycling through that.  You do it at least three times.

Now what I will say about this step is it's unnecessary, but man is it useful.  It's useful because first of all you get to gather feedback in a way that's, really there is nothing at stake.  You are still in the information gathering process, literally.  And it could be that you have gone away and you have designed an offering and then you are coming back.  Or it could be that you are just on the spot and you get to do this.  It depends on your business of course.  And I will rely on your questions in terms of how to apply this to your particular business through email or on the blog to really assist you in integrating this.

But what it means for you is if you are able to take someone through this process, this little loop of units of value and meaning so that they understand how it is going to be valuable to them, what is going to mean for them in terms of what you're delivering, more concrete, less abstract.  And then get them to essentially say, “Yes, that will be valuable to me based on my outcomes.”

You get them to say yes three times.  And you get them to be convicted around the value that you are going to bring.  They become certain.  So their hopes become beliefs or their beliefs become certainties.  And their certainties become convictions.

And then pretty much, the next step is it becomes truth for them that the service that you are going to provide is incredibly valuable because they have said essentially yes to it three times.  They become convinced.  The worst that could possibly happen is you will get some feedback.  They will say, “I'm not sure that's valuable.  I'm not sure that's what I want.”  And then you just adjust.  You just adjust so that you can provide them with the best service possible, the best experience possible and the greatest results possible.

Now this may take some practice.  Some of it is about contextualizing your offering into, importing it into their outcomes.  Some of it is about making sure that you create a compelling offer that you can also absolutely deliver on.  And part of it is about being facile enough with your internal experience where the language comes easily and regardless of what they're saying, you have the ability to respond and not react.

It all goes back to that personal work.  So again, we have just given you the next piece in the puzzle in the evolutionary sales process, the difference that will make the difference for you in the 21st-century marketplace.  We have added to personal work and then the next step is rapport and the next is information gathering, which is smart outcomes, gap analysis, and values, all of those things.  Getting permission.  Permissive selling.  Gathering interest by making an incredibly compelling offer and then tying your offer in, in your value proposition with a unitive value or meaning and a unitive conviction.

In the next episode we'll get to one of the most important parts in this process, not that any one of them are disposable, although we could say this last one, while the most disposable, is still really important.  But the next step in the process, the next piece of the puzzle in the evolutionary sales process is how to build vision and possibility because here is the truth of it.  People don't buy a product or service.  Nobody buys a product or service.  People buy what they think will create possibility for them or they buy a result.

So one of the things that we want to do is get away from focusing on the money and what specifically you are going to do.  While those are important things that cannot be discarded, what we really need to focus on is building vision and possibility.  What will it create for them in their business, their life, their relationships, etc. if they have your product or service?  What will it make possible?  And we will talk about those language patterns in the next episode of “Evolutionary Sales”.

I'm your host, Jason McLain, your guide in the 21st-century marketplace.  For transcripts of the show or other shows on the Personal Life Media Network, please visit www.personallifemedia.com.  If you have any questions about application or about contextualization or about specific industries that you would like me to assist you in applying these techniques or distinctions, please email me at [email protected].  And the best questions of course I will use in the episodes and you will get a free cover for your iPod from iFrogz.com.   And Roger, who provided the question for us in this episode has one on the way.

Thanks for listening.   Thanks for allowing me to contribute to you.

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