Jonathan Dawson. The Four Questions Technique. Episode 207 with The Real Brad Lea (TRBL).

Jonathan Dawson. The Four Questions Technique.

Episode 207: #Dropping Bombs with The Real Brad Lea (TRBL)

Episode 163: Forbes Riley

Sellchology is both an art and a science.

Jonathan Dawson is an automotive consultant, sales trainer, author, speaker and coach. He helps dealerships and sales teams improve sales and use effective marketing strategies. Brad sat down with him to talk about Jonathan’s core teaching philosophy known as Sellchology.

Episode Highlights:

[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.



Notable Quotes

[0:02:08] It’s not just what you say and how you say it; it’s how a person receives it that matters.

[0:10:51] Do not make yourself a victim of the randomness of the market. It’s too much work and there’s no good reason to make that your business model.

[0:16:14] Advocacy is the highest form of value of a relationship in sales.

[0:19:53] Stop trying to get somebody to do business and start trying to create advocates.

[0:23:53] The more a person is part of a cause, the more they ingrain themselves as an advocate of that cause.

[0:25:04] Whether or not they’re in the market right now for my services is irrelevant. I’m trying to expand my network.

[0:30:59] Whether you elevate your authority to influence somebody or use the liking principle to influence somebody, the reality is that all sales are really influence.

[0:31:28] As Tony Robbins says, if you want to influence somebody, find out what already influences them and speak that language to them.

[0:33:26] The Sellchology aspect of sales will take you from good to really good. And maybe even spark off a whole ‘nother career.

Jonathan Dawson. The Four Questions Technique.

Showtime Shawn Porter

Follow Jonathan Dawson:

Jonathan Dawson is a man on a mission to save the world one salesperson at a time by teaching the psychology of sales.

His core teaching philosophy is known as Sellchology – Selling through Psychology. This approach focuses on understanding buying behavior and why some sales methods are more effective than others. Salespeople and managers who understand why a technique works become more educated, empowered and effective.

In addition to consulting with dealer clients, Jonathan frequently speaks at conferences, state association and 20 group meetings. He is a best-selling published author and a contributing writer for industry publications.

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