What I Learned After 15,000 High-Ticket Sales Calls (The Sales Gurus Lied To Me)

0:00 Okay, so look, most of the sales advice in this high ticket space out there is just regurgitated crap to be honest, okay? And it's by a bunch of sales people who did high ticket for one year, two years, and they made all these commissions and now they're an amazing sales coach, which is great. But like, I've been doing high ticket now since 2013. So I've done about 15,000 sales calls personally. And I'm going to show you right now everything that actually works. And honestly, a lot of things you've probably never heard. And trigger warning for all the sales coaches, they're probably telling you things that are opposite of this. So, this is just my opinion after my own personal experience. So, take it with a grain of

0:46 salt. But here we go. The first one I'm calling is like the yes that costs you the sale. Okay? And that's basically these prospects that come to the call and they're like, "Hey, I just want you to know like I'm going to buy. Like I'm I'm ready to go or they they pretend like they're a lay down sale." And those are actually the worst sales. Like straight up, those are like the worst people cuz what they're doing is they're actually just bringing their form of sales resistance to the call by acting like they're lay down sale. But what's funny about that is so many closers nowadays, and I I know because I've been in so many sales teams, either building the team, it's it's my company's team, or I came in as a consultant and helped

1:32 build the team. There's so many primadanas who are like, I just want financially qualified calls. Uh I only want inbound calls. I want you to fill my calendar, and I'm not talking to anyone who's unqualified. It's like, what? you're you're not even a salesperson. Uh thank you very much. But like if someone is saying, "Hey, I I'm I'm super interested. I'm I'm ready to rock and roll." Like especially early on in the call, that is a surefire sign that they're not ready. Okay? And so like what I always try to do is disarm people like that cuz I still want them to go through my process, right? Cuz it's the process that's going to create the sale. And so I'd be like, "Hey, um I know you're saying you want to do this

2:17 and I and I think that's awesome, but I I haven't even really gotten clear yet on like exactly what you're looking for to know how we would help, which worries me a little bit. And so if we could just maybe slow down and I can like ask you a few questions, kind of see what you're needing, we can go from there. Does that sound fair?" And that's like that's a disarming way to get those prospects who are like, "Oh, I'm ready to buy." It's like, cuz I hear all the time like, "Hey, if they're ready to buy, like, take a credit card." It's like, "No, do not jump to the end. Do not pass go. Do not collect $200." Like, slow down. The next thing is like the objection you hear is almost never the real objection. And so, you really got to train yourself out of like these word tracks and

3:02 objection handling loops and stuff. like those are all like valuable and they they could be helpful, but it's a framework inside of cuz we're we're using language, right? We're communicating and it's so much more non-verbal than verbal. And most of the time people don't want to share their cards with you. And so when you hear an objection, you need to realize it's probably not the real objection, right? And so what you're trying to do is use a process to get to the real objection. And you're going to do that through how much rapport you've built with the prospect in the sense of how much do they trust you? Do they feel like you're listening well and you're trying to understand their problem. Not so much like you have your little witty oneliner objection handler. Like that's that's not going to get you to the finish line. In fact, even if you hear an objection

3:50 and you kind of already know it's kind of BS, I would even just say something like, "Hey, um, do do you mind if I challenge that cuz I don't know if that really sounds like the real issue, right?" And then you can start to go through your objection handling process and figure out and uncover what the real objection is, but that first objection that comes out of their mouth is almost never the real objection. So, when the gurus and everyone out there is like, "Hey, when they say this, say this." Sure, but that lives like behind the understanding that you are trying to peel away the layers of the onion of this person to really figure out what their uncertainty is. The next thing is like your tone is more important than

4:36 your technique, right? Because communication is non-verbal and the way that you say words is more important important than the words you say. You know, the the calm conviction is going to sell more than the excited persuasion. And so you need to understand like the prospects are absorbing your emotional state. They're feeling and sensing your conviction. You are transferring beliefs from yourself over to them. And if you're getting like excited or like you're communicating excitement and like this is going to be great like that's going to communicate that you're being needy and salesy and it's just not going to connect with people. So even what I would practice is

5:22 like use pitch. So when you're doing your pitch or your presentation, be monotone with the features and then use some like micro tonality with the benefits, right? So like there's a community element to your offering. Be like, "Hey, yeah, so uh the community piece, it's a 24/7 group to network. You can ask questions and get support uh from our team." But John, the the more important part for you is like you need to be in a community with with other people who are thinking bigger and doing bigger things because all of us we level up to the average of the people we surround ourselves with. And I think that is going to be very beneficial to

6:09 you based on the conversation we've had. So, I'm like sort of downplaying the feature, but then bringing some micro tonality and conviction to the benefits, right? You just need to understand the tone is going to sell more than your technique. And tone is hard to teach. It's teachable. It's just harder to teach. Which is why a lot of the sales gurus don't really talk about it, right? or they go so heavy on tone and it's like you got to go really soft here and then you got to increase your cadence and your speed and it's like okay well now we're getting robotic with tone and so you don't have authentic tone anymore. The tone is going to be built out of the conviction which is why I

6:56 mentioned conviction first. The next piece is having like the winner frame versus the helper frame. And this is a delicate balance because yes, you're there to serve and there to help, but people are not going to buy from someone who have a lower status than them or who they feel like they're above. And so you're trying to like position yourself. This is why you should always be the one asking questions or if you give an answer, you wrap up the answer with another question because the second they start interviewing you, the the deal's over, right? And so you want to like even say on a call you can be like hey you know just be before we we go any further we we are really selective with the clients that we work with because we want to make sure we bring on someone

7:43 that is going to be a slam dunk win. Okay? And so if it's appropriate with you I am going to ask a few questions ask for some clarification. I just ask that you do the same to see if this really makes sense. Does that sound fair? And so you want to maintain a frame that you are like high status in the winner frame, not so much in like the helper frame like, "Oh, just tell me what you need, right? And I I'll I'll move you on to the next person or then I'll I'll show you the product." People just don't buy from them. Or if they do, it's because they were going to buy anyways, not because you actually help them get across the finish line. The next one is the power and silent reframes. Just just using silence is so powerful. I've learned this in sales like talking less and having a pause and

8:28 being silent creating that awkward dead space is super super powerful cuz constantly I've heard in sales training or from sales gurus like don't leave dead space like if they give the objection start right it right right away and like you know start giving your rebuttal you got to keep the conversation going keep talking it's like whoa whoa whoa whoa right cuz again that starts to sound salesy and like you're there for hype so like when you give a reframe pause like let it digest. You know what I mean? For example, if they're like, "Hey, I'm I'm just not 100% sure still." And you're like, "Yeah, gotcha. I I wouldn't expect you to be 100%." Because, you know, you haven't done this yet. The only fair certainty, John, that I think you do have is the results you currently have

9:15 with the current system. And I guess the the question is, do you like those results? pause, right? Like let it sink in. We're reframing the mindset, right? You want to have pause. You don't want to like push this thing too fast, right? And so being silent is very very powerful. The micro yes trap. I I've heard this a lot and even like the first sales trainer was like you need to get them saying yes cuz if they say yes through the sales call then they'll say yes at the end you know and if you just say you know visa visa visa then they're going to pay with the visa at the end right or it's like hey we need to get all the micro yeses to get the big yes yeses and and I think there's some truth to this in the sense

10:02 of like we're trying to get buy in along the way especially if you have like a multiaceted offering but the endless yeses are not going to create certainty. Like they often times can signal disengagement or like feeling manipulated, right? And and so you want to look for the emotional agreement, not necessarily the logistical agreement, okay? Like the logical compliance. So like break that pattern sometimes. You know, if they're saying like, "Oh yes, no, I love that." Okay? And how do you feel about this? Oh yeah, it sounds great. You might want to like if they're starting to do this yes pattern, you might want to be like, "Hey, you're agreeing to a lot of this. I just wanted to pause like like do do you really like this or or are you just like being polite?" Cuz you can tell. So you get

10:48 like you interrupt the pattern and it's like do we have real emotional buying? Because if we start getting into like this charade of like we're doing this dance together and they know we're doing a dance, well like they might just be playing along versus we want real buy in. So that's important. The next one is I I think price anchoring is a little bit like overrated and future pain is not. So like consequence related questions like asking about what happens if the change isn't made that is more compelling emotionally internally than you know using some like fast action discount and like price anchoring stuff or like hey here's the expensive thing and so but but really I suggest this. I

11:35 honestly I've used it hundreds of times and it doesn't work any better. But getting a person really emotionally tied to the future consequence of inaction that does work, right? So it's like I would call it's not this external urgency, it's an internal urgency. So something that you could like throw in is like, hey, let's just call the elephant out in the room, right? because the reality is you don't have to do this but you know not doing something like this has its own qu consequences too which I don't I don't think we need to downplay so I guess for you John like how would you describe the state of things 6 months from now for example if

12:23 you don't do something about this get get them tied into like what happens that is going to be a stronger pull than doing this like price anchoring yada yada. The next part is like buyers don't really fear the price. They fear the unknown. Like it's the uncertainty that scares them. Like I I don't really believe people have an issue spending 20 grand as long as they feel like the outcome is certain and safe. And this is why selling tangible products is I think oftentimes easier than selling high ticket like digital services online because of the how intangible it is. And so I've noticed really knowing the product, the service, like the features,

13:09 the benefits, like going into really excruciating detail of how it's going to work, how it's going to look, how it's going to feel does help a lot because it decreases that uncertainty of what they're going to get. Now, you need to be careful that you're not too feature oriented like you need to be benefit oriented, right? We want to be outcome oriented because if we're not outcome oriented or results focused then we will be price focused. But like really clarify, hey John, what what part of this like feels vague or unclear like it like I I want to just kill any of that right now before we move forward. Hey, does all this make sense? Okay, even if it's a small thing, I want to make sure we cover that like before we go on.

13:56 That type of stuff will help you tremendously because you'll have less questions which objections are rooted in uncertainty or in questions. Okay, the last one is look top closers, they're not persuasive, they're just unshakable, right? Your certainty has to override theirs. And so I've noticed when I work with sales reps like on my teams or I've been brought into a company to work with their their sales reps, going to each individual person and really seeing what their internal world is like? Like do they have self-confidence? Do they have confidence in the product or in the program? Right? Do they have confidence in your offer? Are they having like

14:42 stability in their relationships? So they're having stability in their finances. When your sales reps have high conviction and high certainty, that sort of charisma, which is not hype charisma, it's like that silent conviction that gets translated heavily. And so you need to be if you're a sales rep or if you have sales people like you really want to get them anchored to conviction and to certainty so that way they can transfer it over to the prospect. And a good example of how this might be played out in a sales call like you know when you're selling fitness and like yeah you know I've lost weight and it came back on and it's like yeah look I I've seen this exact situation Bethany happen hundreds of

15:30 times. I unfortunately know already like what happens and you do too. I guess what are you wanting to do about it, right? So, it's like you you know if they don't make a change like they're going to see the same crap again. But that silent conviction and that transference of conviction and certainty is really what separates great sales people from average sales people. So, I know I shared maybe some contrarian things or things that are a little bit opposite of what the a lot of the sales gurus talk about. Obviously, some nuggets and things that you may have heard before. But if you want me to do more content on high ticket sales from outbound and setters to closers to management to recruiting, whatever it is

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