[0:00:50] The Psychology of Selling
The name Sellchology is a play on the words psychology and selling. The idea came to Jonathan after hearing his client explain this method to a prospect. In every sales transaction, it’s not what you say but how you say it and how the customer feels when you say it. Salespeople put in many hours so if they could learn how to do it right, they’d have something to show for their sacrifice.
[0:04:32] Door to Door Sales at 17
A church elder recruited 17-year-old Jonathan as a door-to-door salesman for Dish Network. When he noticed a pattern in the way different people responded, he customized his approach and increased sales. He got into the car business at 22 and two years later, moved to a training company. It’s been 17 years of training in the automotive space.
[0:09:27] How to Drive Traffic
The number one skill salespeople want to learn is how to generate traffic. Jonathan teaches how to generate targeted traffic. You don’t have to go through the randomness of opportunities to sell to somebody. Create a target audience, a following of people who fit the profile of your ideal client. When it comes to referrals, learn how to make the right request.
[0:13:29] The Four Questions Technique
Jonathan teaches what he calls “the four-question technique” to get the right type of referrals. Client referrals can include video or photo endorsements for sharing on social media. It’s not enough for customers to like or trust you–you need them to become advocates. An advocate believes in your cause so much, they would willingly take on risk for you.
[0:17:50] What You Need Is an Advocate
A rapport is essential, but you also need massive trust. When you take liking and trusting to their apex in the emotional experience of buying, the customer becomes an advocate. Instead of trying to get people to do business with you, try creating more advocates. Brad used this advocacy principle in his car dealership days, when he would switch from seller to buyer.
[0:23:08] Elevate Your “Ask”
Sales people often make the mistake of making everything transactional. Elevate your ask to a higher purpose or meaning or cause, because people want to be part of something bigger than they are. We align ourselves with people who are similar to us. A Facebook Live on your customer’s account has more impact because the goal should be to expand your network.
[0:26:47] The Barney Effect
Jonathan explains the principle of humor. We want to do things for people we like, people who like us, and people we think are similar to us. Humor helps to bridge gaps and connect people. Kenny Brooks, a door-to-door salesman, is a classic example of integrating humor–he’s a strategic tactician. It takes a lot of practice to master the art of using one-liner quips effectively and know how to deliver them to the right customer at the right time.
[0:30:52] From the Customer’s Perspective
All sales is influence. Many salespeople try to get the customer to follow their advice instead of starting the conversation from the customer’s perspective. Know the customer’s goals, hopes, dreams or fears. Know the problem they are trying to solve and then speak to them in a way that shows you have the solution. Sellchology is both an art and a science. It doesn’t require you to change who you fundamentally are, but it takes a lot of practice.