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What types of sales training are there and what do you think is the best way to learn?
Jack: Lets look at the first part of that question – what types of sales training are there? There’s lot of different sales concepts or sales training. Looking back, we’ve probably done close to a couple of dozen different sales training programs. So the likes of Simon Sinek, Jeremy Miner, Bill Brighton, Zig Ziglar, Brian Tracy, Jordan Belfort, Anthony Robbins, Gary Vaynerchuk…
Ryan: It goes on!
Jack: The list can keep going. So there are lots of different sales training methods out there, but what I often find, what disappoints me in a lot of those circumstances is they’re often regurgitations of the exact same content.
What I love about our self-training program, the SWISH Sales Method of training and the negotiation ladder that underpins, that it is 100% original. It was custom designed and it is fundamentally a hybrid version of all other sales training methodology that exists.
In terms of what types of sales training are there, there’s obviously one-to-one sales training, there’s classroom and boot camp style training. There’s also in-house and inside your business or corporate-based training. Most commonly in the modern day and where a lot of people are starting to lean is that they are wanting to take onboard digital sales training.
Ryan: Yeah, it on what you prefer and what styles do you like. For me, I do everything. I read online, I listen to audio books and podcasts. I’ve paid tens of thousands of dollars on education for myself. I think one of my mentors said to me, “The only thing that cannot ever be taken away from you is the knowledge that you have.”
My mantra, everybody kind of knows, is, “Always go to bed more educated than when you woke up.” If you’re laying in bed at night and you don’t feel you’ve learnt something today then jump on your phone. We can learn something very, very quickly at the touch of our fingertips.
So find the style that suits you! The style that suits me is not going to suit everybody. The style that suits Jack is not going to suit everybody. We’ve looked at Grant Cardone, we’ve looked at Jordan Belfort. Whatever you think about it, it suits somebody. It’s still selling out there.
Jack: I think when it comes to sales styles, Ryan’s highly consultative. Ryan works on a process of guided discovery. He asks you really effective, big picture questions to get you to self-analyze, become self-aware and find your own Why. He will ask you, “What is the what, the how, the who and the when that connects to why you’re wanting to do this?” And it works for him.
Ryan: It’s just broken down into PSQ; Problem, Solution, Question. So I’ll spend a good 75, 80, 85% of my time during consulting genuinely trying to get deep down into the root cause of people’s problems. People won’t even realize they have a problem, that’s where your skilled questioning comes in and you’ve got to be able to open them up, always giving something to get something.
Once I have your problem, I will offer a solution based around the problems that you have. If my solution doesn’t suit your problem, I’m going to shake your hand and wish you all the best and send you to somebody else that can solve your problem, and I think that’s where the SWISH mentality comes in. Selling with integrity, selling honestly.
And then we finish with the Q, which is the question, “So based around everything we’ve discussed today, the fact that you’re struggling with this, this, this, this and this and we have the answers here, here, here and here, why don’t we do this? Why don’t we grab the bull by the horns, get you started today and start seeing those results that you desperately need? Sound fair?”
Jack: I’m definitely a little bit different to that. Although, I will of course always complete a consultation as well. I’ll always make sure that there’s a discovery where I take the time to analyze you as a client, your wants, your needs, your fears, your desires. Once I start my presentation, once I deliver my first feature and my first benefit, my intention is to never allow you to use more than one word.
Ideally, that word will just be the word, “Yes”, before I have the opportunity for the first time to ask you to do business with me. So I’m very assumptive. I use a lot of authority. I dominate the conversation with high levels of control and, again, that’s my style. And there’s Ryan’s style… they both work!
There are a magnitude of other ways to be able to do this passively, submissively, through shadow selling, through story-based or third party reference selling. So there’s a whole range of different ways.
I think to become a highly effective salesperson, to master your craft, you need to have all of those in your arsenal because POSE theory says to us that there will be four major motivators for any consumer to take action. It will be the Price, the Outcome, the Service or the Efficiency.
Until I understand where you fall on POSE, I don’t know how to sell to you. What took me to the next level as a salesperson, going from a million dollars a year to over a hundred million dollars that we did in sales last year, was because we stopped making people buy the way that we sold. We started to sell to people the way that they preferred to buy.
In essence, everybody loves buying. We’re the heaviest consuming generation that’s ever existed but people absolutely hate being sold to. So instead of selling, just become an “assistant buyer”. Help them buy what they want, how they want but utilizing negotiation influencing tools to do that.
Ryan: And the only way you can find out what they want is by asking them the right questions in the first place.
Jack: And then the second part of that question, what do we think is the best way to learn? Again, everybody’s different. You fall generally into one of three categories. You’re kinesthetic, you’re audio, or you’re visual. You tend to have a primary and a secondary. But if I’m talking for myself, the two ways that I learn is through repetition. I need to do something 8, 10, 12, 15, 20 times over. With repetition builds familiarity, with familiarity comes my confidence.
But also, I love an acronym. I always find I remember something when I create an acronym around it. And I also love very practical-based learning. I’m much better at seeing something than hearing something. When I see it, I believe it and when I believe it, I have the ability to actually do it.
Ryan: Audio for me! I’m consuming an awful lot of audio on Audible at the moment. I feel like that’s really resonating with me but there’s nothing better than being next to somebody, seeing somebody get the results and then try to replicate that and get on-the-spot coaching.
For me, that works. That’s just on a personal level. Works really well for me. Some of our clients, they don’t want that human interaction. They get really nervous when we’re shadowing them and sitting behind them or barging their phone calls.
And they log into their digital training and they watched the same training module that I’ve taught them that day and they get a better result because they’re not so nervous. So everybody’s slightly different I think.