The Missing Sales Tip That's Costing You Deals: Trench Tips

0:00We run the second best sales agency in the whole UK. My name is Zach Thompson. And my name is Jack David Frimston. And today we're going to talk about the missing sales tip that no one's doing. And I'm going to be honest, Jack, it pisses me off that people don't do this more because the success they'd see is even quantifiable. I'm going to think it is for this episode. Yeah, it's quantifiable. Okay, okay. It's a little step that we call the example or the story. And it's probably the difference between seeming like you're a good listener, fine, that's an added benefit, but also getting into that real reality of the problem and the qualification.

0:42And I think with this step ticked, you see much more deals closed, much more meetings booked, and a much higher attendance on those meetings. So what I thought would be interesting, why don't I chuck some examples of you? Yeah. Please, I'll take them. And then you can tell me how you might navigate this in a sales scenario. So what the example story looks like. Oh, I like this. Okay, here we go. Right. So here's the first one. You know, we get a lot of visibility issues with the software that we use at the minute. So, yeah, it'd be interesting to have a look at something like this. Okay. Visibility issues.

1:19Could you paint me a picture? What does that actually look like at We Have a Meeting Limited? Probably just like not everyone being on the same page when it comes to what's happening, when it's happening, who's responsible. That's probably a big one. Okay. I might have to push you on that. Could you be a bit more specific? So when you think about your team and you say they're not all on the same page at the same time, what's a recent example of that? Oh, well, last month we missed something. It caused a massive delay in the whole project, pushed the project back by two weeks. But the client was already being invoiced.

2:00So we just had to take the hit on the two weeks rather than being able to charge them for it. Okay. You missed something. It sounds ominous. So what's happening is we're getting to that deeper, deeper depth. And the give me an example, tell me what you mean type scenario leans into something called the heuristic, right? Which is basically your brain's way of making these little mental shortcuts that put things into the real world. So it's basically like pressing a button and going, right, I'm going to ask you example. I'm going to press the example button and it's going to take you from this moment with me now straight into the pain.

2:36straight into the story, straight into that trailer montage of the last time that you were dealing with this. Oh God, I'm so tired. I've just been talking to qualified prospects all day without any wait time. How have you been doing it? Because I've been cold calling people on my mobile and I reckon I've spoke to one person. No, no, no. Stop that right now and use nooks.ai. Why? What does nooks do? It finds me the right people to call and it calls them and it connects with them over and over and over again. So you're saying it's nooks.ai and I can just be speaking to qualified decision makers all the time.

3:11No other better connection, right? Wow. Nooks.ai. Any tips, Jack, that you see that work really well for your team that you tend to encourage on this step? One of the things I'm pushing for at the minute, and we'll put it into pub talk, because I think pub talk is really powerful. Can you get someone to have a real life bitch and a moan okay so a bitch and a moan can feel like a gossip so like if you're actually gossiping or moaning about a recent example and why that's annoying i think that's like the most important thing like give me a bit more like i'm struggling to understand so being lost playing the idea like not really getting it from their point of view when we think about heuristics i said this example in training the other day of like everybody automatically knows not to touch a hot stove because we've got all of these examples.

4:00And that is the shortcut, isn't it? As a child, you probably put your hand in a fire or you put it on a stove at some point, you burnt yourself. And now you've got this shortcut that knows not to do that. You're also speaking to creatures of beliefs and shortcuts and they're making decisions. So if somebody says to you, oh, I'm arguing with my partner all the time. And you say, okay, when was the last argument and what happened? if they say oh i can't remember that would be okay your argument's flawed you're not arguing with your partner all the time if they could say uh it was this morning and then you say why why were you arguing what happened give me an example of the story the more information they give you it cements that that is true so what you're looking for is i have a statement i have a fact, I have a problem, I have something that you're presenting to me, the examples are the cement that goes around that, that cement is true.

5:00And the more available examples, the more available heuristics, the more available stories, the more likely it is to be pain, problem. And then when you tell that story back, so if I tell you about like, getting dumped, when I was 18 years old, and I was heartbroken, you know, exactly the times that we're on Blackpool Seafront, you had a sig in one end of beer in the other i think he was also glugging on a bottle of whiskey um but you'd you'd probably feel it and that is human beings as well having empathy but it takes you back to that magical place so rather than having this conversation and you've set me off as like i get fucking passionate about example get rather than having this conversation around what tech are you using what crm what does that actually look like what would you want a solution to look like, all right, cool, we might get there.

5:50The first step is, can you moan? Can you piss? And can you bitch? And can you give me real life examples of why that is a problem? Romeo Dunn. Mate, Romeo at 21 divided by one, Romeo Dunn. I love it. You know, something that we had in my office was people talking about, what about people who aren't open to sharing? You know, it's a classic symptom of maybe men of a certain age. sorry men of a certain age if you'll put their instagram and we'll tag a few of them um how do you get them to share and actually it's going the other way first so they might say we've got something in place and yeah we'd be open to looking at something new now logically they didn't put that in place because they knew it wouldn't work so push back on that so i'm guessing you know you didn't put that in place for it not to work i'm sure at some point it did work and you felt like you made a good decision yeah exactly so when did it all first start going wrong then what happened then we're into that example stage that's true i don't literally have to go give me an example every time it can feel a different way like and actually pushing against someone first that probably worked great though when you first got it well yeah it did but that was five years ago yeah but you know software has updates and things like when did it first start to to bother you or not work or show signs that it was breaking down and suddenly people like having to defend their own point a little bit it's not just always like straight qualification it should probably feel like a like a conversation and i remember one of the first sales jobs i had there was a guy i think it was called alistair who everyone was like he's the best sales guy and he was really quiet this guy right he'd sort of wander over to the board and notch up another a deal on the board and someone said to me the reason he's so good he hides the salesperson and that's what they meant that bit of like it's not just question qualify question qualify someone says something and like that's give me an example of that and what what was happening there and they say something else you know right okay when was this then in comparison to what you just told me right okay and how do those two things connect then right okay yeah i think i get it and actually i'll give you some credit i think you're good at this Well, you know, one of the team that sits next to me, he went to me yesterday, he went, I did the Jack Frimson okay on that call.

8:10It's becoming a trademark. Okay. Because so many salespeople just go, right. And can you give me an example? And it just doesn't flow. It's got to feel like, okay, I don't suppose you could give me an example of that. Because the question is actually the simplest question. You know where people go wrong with questioning, right? This is what I've noticed. They'll ask a question and they'll either defend the question or they'll second guess the answer for you. And I can be guilty of this as well. So they'll say like, can you give me an example? Is that more like a dinner thing or like do you do thing or what is it?

8:49Or they'll like ramble on. But it's like the simplest question is, can you give me an example? But delivery is everything. Okay. I mean, I don't suppose you could give me an example on that. it's got to sound like you're there in the room with them and you're genuinely listening. And the rule of thumb, we have the qualification method, P means problem, example, effect, motivation, expectations, emotion, and then summary. But the rule of thumb is if you're not happy with the answer, keep asking. Don't just move on until you're happy. So can you give me an example okay that sounds like a one-off i don't think i don't suppose you can think of another one okay and is that the worst it's ever been no all right what did that look like then okay and this sounds like it was years ago no it was recent okay is this the most recent time no what was that one then there are loads and loads of different questions you can ask but like you're probably thinking when you want examples you want the worst time because that's the meant that it's a big problem you want the most recent time because that's the meant if you have the if the last example you can think of an argument with your partner was seven years ago you don't need relationship therapy like these are the things so i wish we'll put a relationship therapy in the handle but it's like can you think of the worst time can you think of recent examples that's that's what i'm looking for yeah yeah exactly so homework for people at home put this into practice anywhere that feels vague in a qualification conversation anywhere if you're using the methodology that we where someone is mentioning a problem, get in the habit of saying, paint a picture of me there, put that in the real world.

10:30Give me an example of last time that happened. What's the story the business is currently telling themselves around this? Why would you look into something like, find out that story and that example around a problem. And I guarantee if you put this in place, it will become much, much easier to book meetings. As much as we talk about all the different steps of qualification that we go through, the thing that we notice is if you can do problem an example, you can tick both of those boxes, you will book a meeting. Nine times out of ten, if you can tick both those boxes, it's yours to lose at that point.

11:01Zach Thompson, do you ever get sick of calling kebab houses and nanas when you're trying to speak to qualified decision makers? I do. Well, I think I might have found the solution. 98 % correct qualified data, which means when you're cold calling, you're always going to be speaking to the right person. Do you know what the solution is? It can't be Prospio, can it? Prospio. Let me spell it for you. P-R-O-S-P-E-O dot I-O. Al, if you're looking for great qualified data, then you know what the solution is. Prospio.io. And speaking of homework, Jack, have you got a task for the people at home? I have.

11:39I have. You know where my head went then? I was just about to give Marco Alfonso Rogers' number out and just say, just call him. I think that's maybe ridiculous. Right, let's just, I'm going to open LinkedIn now and let's see who comes up here and let's see where we can have a bit of fun on this. Oh, there you are. You did a post six hours ago. Having a bit of fun. You did a post six hours ago. Right, there's a guy called Owen Richards and he owns a company called Air Marketing. And I've not spoken to him in a long time and I think he thinks I don't like him, but I actually really do like him and I respect him and he's a good guy.

12:19So send him a message saying, Jack Frimson knows that you two have grown distance, but he just wants to talk. Can we rebuild things? The first person to send that, screenshot it, send it to me or Zach, 500 pounds. And on a second note, on a Brucey bonus, if Owen gets in touch with me, for everybody that leaves a comment on this video, I'm going to send you an Amazon gift card for£50. But he has to get in contact with me. Wow. But you've got to leave a comment to be in it. Can I leave you with a story? Because you'll love this. I've not told you this yet. This is like a real catch up. Right, go ahead.

12:59We walk in the other day with me and Zoe. And I said, oh, look, before we go home Saturday night, I said, should we put the lottery on tonight? I said, I never do it, but just something's telling me to put the lottery on. Would you go and put the lottery on, my partner? and she went yeah yeah go on um and then she went you gotta be in it to win it and i went shut the fuck up she went what i went did you just come up with that then she went what i went in it to win it that is so good did you just come up with that because that's that's brilliant she like yeah i don't know where it came from i just said it you've just come up with you gotta be in it to win it that is amazing they'd pay you millions to use that do you really think it's good.

13:42I said, I hate to break it to you. That is the slogan of the national lottery. You've got to be in it to win it. And she was very mad for me. Wow. And that's very cruel what you've done there. Yeah, man. It's an example for the people at home. If you're talking about examples, it's an example of using cruelty as a manipulative tool. So try that on your partners as well and let us know the results. You've got to be in it to win it. Thank you guys. If this has helped, let us know. Take care, respect yourselves and ta-ra.

14:11the the the the No! P futures !