Die Angst vorm Verkaufen überwinden

0:00Why are we so uncomfortable with selling, promoting ourselves, putting ourselves out there? >> So, I would put that as two two separate buckets. So, one is the promotion, which is kind of public embarrassment, public harass, you know, that stuff. Yeah. The second one is um why am I scared to ask this person for money, right? And so, I think on some level it comes down to some people feel like imposters. They're like, I you know, I don't deserve this and things like that. But I think that there's a there's a very tactical way to overcome that which is you outwork your self-doubt. And so if you um if you've done those 20 and I think it's the people who haven't done the 20 who feel like imposters, but if you've done it 20 times and you're like I know what's going to happen next and I know what your problem is and I also know I can solve it. And so your conviction goes up because you're not you're not exaggerating anything. You're not puffing your chest. You're just one of my big rules of persuasion is state the facts and tell the truth. And so you're like, "Listen, I've done 20 of these.

0:55You have the same issues as these people. This is what I did for them. I think I can do the same thing for you." We're not exaggerating. We're not claiming anything. We're just saying like, "This is this is what's happened." And so I think that that will dramatically decrease the anxiety around the conversation. The second piece is the fear of like rejection in the micro. And so um it's it's always overstated because the worst thing they can say is no. And then you say, "Okay, fine. No worries." Like not a big deal. I'll just ask somebody else. Right? If anything, sales is like dating. It's a numbers game. Like you have to be willing to say I would and this is why I like rule of 100 a lot is have a hundred conversations. And I promise you your anxiety will go down because you'll just habituate. And so everyone like and this is the psychological way of actually curing phobias. If you're afraid of spiders, the fastest way to cure spiders is lock you in a room with spiders.

1:41You'll have a couple panic attacks. You'll you'll you'll pass out. You wake back up. The spiders are still there. You wake pass out. Wake back up. And eventually you're just like, "All right, I'm used to it." Yeah. >> It's because they've done this before. And so we just have to get you to the we've done this before part as fast as we can. >> Yeah. What about people who feel like the approaches are manipulative, okay?

2:06>> Or these tactics are like you're praying on someone's vulnerabilities and insecurities and of course that person wants to lose weight for their partner and you're playing to that. Like what about someone who feels that way and that's what gets in their head like oh I know I have a valuable service. I know I want to help people but actually like they should want to do it themselves. I'm not going to convince them. >> So I'm going to I'll define two things. So one I see the process of selling as arranging the variables to increase the likelihood a sale occurs. That is a selling process. And so we want to use all the variables we can because if we can control the variables we control the outcome. And so I see then underneath of that the difference between help and manipulation is intention. And so you use the exact same uh variables to influence someone's purchasing decision.

2:48But if your intention is to scam them out of money and not help them, then for sure you should I hope you feel all the feelings that [laughter] you have right now. But on the flip side, if you're if you know that you're going to do your absolute best and and you've not misrepresented something. And I think this is the key part where people feel the imposter syndrome is because they misrepresent. If you state the facts and tell the truth, most of your anxiety goes away. And I have this conversation sometimes with entrepreneurs even at a million dollar a year, $5 million a year. And they're like, I just feel this imposter syndrome with my business and I'll say, "Are you stating anything that's not true?" And then they'll kind of look at me and they're like, "Well, you know, I teach agencies how to, you know, grow their customer base." And I'm like, "Okay, and why do you feel like an imposttor?" They're like, "Well, you know, I had an agency and it just really wasn't that successful." And I'm like, "Okay, are your clients successful?"

3:30They're like, "No, the clients are successful." I'm like, "Okay, so what do you teach them that you were not able to do for yourself?" And they're like, "Well, I was actually really good at the sales side. I was really bad at the delivery side." I said, "If you just say, "Hey, I had an agency. I was really good at selling customers, really bad at delivering on them. But if you're good at delivering on them and you need a sales process, I can help you." I was like, "Would you feel like you're being an imposter?" He's like, "No." I was like, "And believe it or not, that's actually more compelling because you have a damaging admission, which actually makes you it's one of the components of persuasion, right? Like you just just tell people all the things that are not good because when you tell them the good things, they'll actually believe them more." And so I would tell, you know, I was in the gym space for a while and so, you know, a gym owner would have, you know, a bad location and bad parking. And they're like, you know, I I don't I don't it's it's embarrassing. And I say, include it in the ad. [laughter] Just say, "Hey, by the way, we have the uh we don't have the newest equipment. Uh our parking is terrible. We have a tiny location, but we have the best workouts on this side of the Mississippi." Right? And if you say that, then it's like people are like, "I love that guy." Right? Because he told the truth. And so you'll be significantly more persuasive and have less anxiety by just stating the facts and tell the truth. And if the facts aren't compelling enough, do the free work so the facts are compelling.

4:36>> Yeah. Oh, I love that so much because I'm thinking of a friend right now who has a service he offers and he's always scared that he's a one-man band >> and he's scared that companies are going to ask for a service and he's almost embarrassed of saying, >> well, I'm just one guy >> and he wants to present himself as a company. >> And I'm always saying to him, well, no, tell them because you're one guy, you can actually be there. You're present. You're doing all the work yourself. You're committed. you're not just rolling out that I have an awesome frame for this. So, when we had our software company, Allen, which we sold in 21, uh it was a software that helped uh agencies kind of manage schedules. It did automated texting stuff back before all the new stuff now, [laughter] right? And so, um I actually had agencies that sold to gym owners and I obviously also owned Gym Launch at the time, too, which is which is the category, you know, king in that space, right? It's the biggest company there. And so, they were like, "How do we how do we compete against you?" And I said, "Every position has an advantage."

5:30And so you are going to say, "Man, Alex, Alex isn't going to be the one take, you know, he's not the one taking your calls. He's just going to you're going to be client number 77. He's not even going to know your name. You're going to be assigned to some account rep that he pays, you know, nothing to." And of course, we paid well, but like [laughter] I don't know, you know, he just pays way less um that he onboarded in two days. Uh and like that's the level of service you're going to get. Whereas with me, you get the highest person, you get the CEO, and you call me, I'll respond immediately. I'm the one working your account. So don't compare Jim, the size of Gym Launch, the size of my company.

6:01Compare the person you're actually going to work with, and am I going to be better than his rep number seven? Yes. >> That's a compelling pitch. Now, if I'm flipping the table, I'm going to say, "Listen, this guy's in his mom's basement. He hasn't proven any track record. We've been here for 10 years, and the reason we've been here for 10 years, and we've gotten so big is because we're actually good at what we do. And if we weren't good at what we do, we wouldn't be this big, and we wouldn't been doing it for this long. This guy has no process. He might be gone tomorrow. We both have advantages that we can cater. So there's no position on the board that doesn't have advantage. You just got to play what you got. Again, rule number one, right?

6:30>> Yeah. And and and the idea of pointing it out, >> Yeah. >> is just so masterful because that's what's blocking us. It takes away We're all trying to be everything to everyone >> and we want to portray that we've thought about every part of the puzzle and we're the one-stop shop. And I feel like whenever anyone says they're the one-stop shop, >> there's nothing there, [laughter] right? because it's like, well, wait a minute. There's no way you could have figured out >> this and this and this and this and this >> with just you.

6:57>> With just you and you've been in the business for two years, right? Like it's it's just not possible. And so and that's so freeing. Like I'm hoping people hear that and just feel so much lighter and go tell the truth, state the facts, and and that's it. You know, >> if they say no, that's okay. Because honestly, if they say no, then they weren't going to be a fit. >> Yeah. And so I can promise you some of the best deals are the ones you never do because right now any business owner can tell you this like there are customers that you're like I wish we did not ever talk to this person, [laughter] right? And so like you're just avoiding some of these things that are going to be calamities later. So you might as well just get it up front. And the thing is is that when you set those expectations, it just it creates such a clean relationship from there on. It's like these are the expectations you can set. This is what I will do. Anything outside of that, I'm not going to pretend like I have done it. Now if we want to figure this out, I'll be figuring it out with you. And if you if you like the stuff I have here, I can apply some of those principles, but I haven't done it. I want to be upfront about that. And so, where's the imposter syndrome? Where's the fear? It's like there shouldn't be any. And it's all about the deception piece. And I think that's where that's where people get in trouble. Real quick, if you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So my team and I put together the $100 million scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.comroadmap, plug in your business information. And if you want us to actually help you deconstrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will look at the business, see if we can help. And if we can, we'll invite you out to Vegas and we'll do this in person live.