Dan Henry: The Psychology of Selling, How to Make Cold Prospects Say “Yes” Fast | Sales | E379

22:56Plus, marketing is built in so you can create email and social campaigns easily. And as you grow, Shopify can scale right along with your business. In 2026, stop waiting and start selling with Shopify. Sign up for your$1 per month trial and start selling today at shopify.com slash profiting. Go to shopify.com slash profiting. That's shopify.com slash profiting. Yeah, fam, hear your first. this new year with Shopify by your side. So speaking of objections, so I've interviewed people, you probably have heard of Jason Fladline, right? Yeah, I just worked, I went over to Iman Gadzi's house just the other night and did a pitch with him.

23:34One of the things that stuck with me when I interviewed him is that he told me that objections are never what they seem like. People will say it's a price thing. People will say it's a timing thing. But at the end of the day, he told me that it's usually based on beliefs. It's like some limiting belief that they might have. So how do you feel about objections and how do you handle objections in a webinar setting or social media, like a mass setting? When you say something, you need to know what the thing they're going to think is after you say it. Because you can't talk to every single person when you're doing a group setting, right?

24:10And so I like to put in stories, analogies, and metaphors that conquer those objections as they happen, because you can't just say something and it makes sense automatically. You have to break things down, right? And so when you make a point, people are going to think, well, that makes sense, but, and then you say something else. And they go, well, that makes sense, but, and then you say something else. And they go, well, that makes sense, but, and all you have to do is fill in the blanks until there's no more buts. And so when somebody has a belief, the belief is something happened to them. They had some common experience that most people have.

24:49And because of that experience, they don't believe this thing will happen. And I'll go back to Jordan Belfort for a second. He famously said that people do not buy for three reasons. They don't buy because they don't believe you, they don't believe in your product, or they don't believe in your company. However, there is a fourth reason, Dan Henry says, there's a fourth reason people don't buy. They don't believe in themselves to use your product, see? And especially when you sell any sort of consulting, coaching events, people oftentimes believe in you, but they don't believe in them. So a lot of what you do has to be getting them to believe in them.

25:32Let's say I'm showing you something and you think it's hard. You think you're not capable. You think you're not special. You're not good enough, whatever, right? Sometimes I'll use what I call the asteroid close. So I'll say, okay, how many of you just don't think you want this? You want it really bad, but something's telling you that you're just not capable and therefore you shouldn't try, right? I'll get hands raised. I'll get people saying that because this is a common thing. So I'll say, okay, let's do a little thought experiment and let's see if you're really capable. If I can do a thought experiment and show you whether or out you're capable so you can put this to bed so you can understand once and for all, are you actually capable of this?

26:11Will you do this thought experiment with me? And they're like, yeah. I'm like, okay, take the thing that you think you're not capable of. Take this particular thing. If the president of the United States called you on the phone and said, hey, there's an asteroid headed towards earth and it's going to hit us. But if you can accomplish this thing, it misses us and everybody's fine. But if you can't accomplish this thing, it smacks into the earth and that's the end of the human race. Could you do it? And they always go, well, yeah, of course I could do it then. I'm like, whoa, whoa, whoa, wait a second.

26:44So what you're telling me is that you're capable because look, you're either capable or you're not. The only thing that changed in that scenario was your motivation. You see, you said you were capable. You said you could do it because you had to do it because you had to save the world. But see, you don't have to make more money. You don't have to lose more weight. You don't have to fix your relationship. You don't have to do any of this. The question is, do you want to? Now, the next thing might be, well, I don't know if I can motivate myself, but at least we covered they're capable, okay? So you just gotta go one by one and break down one by one these beliefs through analogy, metaphor, and story to show them, hey, you can.

27:29Nope, this isn't a problem, okay? And when you get to the end, All the roadblocks are gone, and now you can make the sale. Now, how much of this webinar presentation or talk is educational versus just storytelling and interacting? Like what portion is actually educational and how long are these webinars typically? A free webinar is going to be 45 minutes to an hour. A paid webinar could be multiple days. I mean, I've done five, six hours a day for three days. I've done an hour a day for five days. And even with a paid webinar, you're pointing to an offer at the end of it? Yeah, so what I do for my paid webinars, this is really cool, and I've sold 25 and 50 ,000, and I've sold 10 ,000 as well, is I say, hey, look, you're going to apply for this thing.

28:18And when you apply, you're going to put down like a$500 deposit just to show me that you're serious. You're going to get my WhatsApp number on the next page. Just text me and I'll personally tell you if it's for you or not. or if you have any questions, whatever, right? So what'll happen is they'll put down the deposit. They'll text me. I swear to you, it's literally like two questions. And most of the time is I'm in. And I will literally make a 25, 10, or sometimes$50 ,000 sale just on WhatsApp on text. No sales team, no sales calls. In December, I did have someone come in and help because we got so overwhelmed.

28:56I couldn't get back to everybody. and then I had them text them, which is a good problem to have, you know? But the thing is, you've done all the selling, right? So you mentioned education. I want to address that. So most people don't understand what education is, okay? And that's why they teach too much in their content and it turns people off. Because people don't want more or better content. They want simpler content. They want stuff they can use. And so there are four things you can do when you teach. You can teach what to do. You can teach why you do it. You can teach when to do it. And then you can teach how to do it.

29:34The thing is, and this is just how human beings work, in order to learn how to do something, it's very unlikely that you will actually execute on this thing unless you understand what it is, why you're doing it, and the right time to do it. What, why, and when. You actually do need to understand these three things before you understand how to do it. Otherwise, you're going to suck at it. So what's great about this is that on free webinars, free trainings, and on like paid presentations, you can spend so much time teaching what to do, why you're doing it, and when to do it, that your offer is the how.

30:14And you can teach a little how, but ultimately what, when, and why. And showing them how to become the person that can actually do it. And this is where the analogies, the metaphors, and the transformation come in. To give you an example, just a very simplistic example. You're at the foot of a mountain, and you're looking up at the mountain. You want to climb this mountain. And you only know of one path. And it's like this very difficult path. And there's a broken bridge and all this stuff. And somebody comes up to you and says, hey, did you know about this path over here? It's like a straight path up.

30:53No, I didn't know. Yeah, it's right here. So if we stop there, they just showed you what? Did that give you value? By simply telling you of another path that exists that you didn't know about, that's value. Okay? And so let's say you say, okay, so this path is over here, right? Now, here's why this path is faster. It doesn't have any broken bridges. It goes straight up, et cetera. And the only thing is it's an inclined path. It's very steep. So it's very hard to walk up if you don't have cleats. Really? Well, do you know where I can get some cleats? Yeah, I happen to sell some cleats. We sell cleats.

31:31Do you want to buy some cleats? Right? So now they're like, well, yeah, I need the cleats to go up the path. But you didn't even know about the path before you told them about the path. So I'll give you an example of what I mean by the path. Let's say you were a tax accountant and you were selling people on how to save money in taxes legally by creating your own foundation, right? So if you're a business owner or you're an investor or whatever, you make a lot of money, but you don't know that you can save taxes with a foundation, well, now you know what to do. Then you explain why a foundation works.

32:03Okay, well, a foundation works because then you explain the whole thing. And now they understand, okay, foundations can help you save taxes. Here's why foundations can help you save taxes. Well, when would I be able to use it? When would I be able to do this? Well, when you're paying at least$500 ,000 in taxes, that's appropriate to start your own foundation. Okay. So now I know what a foundation is and why I can save taxes and when I should do it based on my income or based on how much taxes I pay. Well, by the way, we sell a done for you tax setup. So they're not going to be interested in paying you to set up a foundation for them until they learn what a foundation is, why it saves them taxes, and when it's best to start one.

32:45Now they're like, well, this is value. I didn't know this. Hey, can you set one up for me? Bam, you just sold a client into your tax practice. So when you teach what to do, when to do, and why you're doing it, this opens people up for the how, and there's plenty to cover in what, when, and why. So I'm going to say one more scenario for this game. Prospect says, yeah, our revenue has been flat for a while, but it's not the end of the world. How do you stir the pain so they feel the urgency to solve it? I would just be like, okay, so what are you trying to do with your business? What's your revenue?

33:21And they say, okay, it's at a million. And you say, okay, so is there a particular reason why a million is enough? I will try to dig and figure out why are they trying to make money in the first place? Because you don't just try to make money to make money. There's a goal. It could be something they want to buy. It could be recognition. Because like you said before, whatever they just said, it's not real, right? There's some reason. They want to be more recognized. They want to make more money because they want to buy something. Keep it simple. There's some reason. Like they would not have got on the call unless they wanted to solve the problem.

33:57So we already know that's BS, right? So I would try to dig and first discover why they're doing this in the first place. And then when they tell me, I really want to be an expert in my industry, like I have enough money, but I want to be an expert in my industry. Got it. So what does being a name in your industry, what does being recognized in your industry mean? Well, it means that a lot of people know who I am and they know the work I've done. Okay. So in order for a lot of people to know who you are and a lot of people to experience your work, does that mean you need more clients? Well, yeah, it means I need more clients.

34:32So I understand this is not about money, but to accomplish your goal, we need more clients. And when you get more clients, you just happen to make more money, right? So you see, as long as you figure out what their motivation is for solving the problem and you dig on that motivation, you don't have to tell them anything. They will tell themselves. It's what I call Socratic selling. They will answer their own question. You just have to ask questions in a certain direction, and eventually they will answer. So do you have a specific example of like a call you've done or something that you can give me?

35:08No, but the question that comes to my mind, so Russell Brunson says that all decisions are made based on status. It's either going to increase their status or decrease their status. and basically every decision you make is status. And I think you say lover status, right? Yeah, it's lover status. It's lover status? Okay. Can you talk to us about that? Yeah. So let's say a guy walks into a car dealership and he looks at a red Corvette. He's like 40 years old. He looks at a red Corvette. Most people would assume mistakenly that he just wants a red Corvette because he thinks he's going to get women, right?

35:43He's having a midlife crisis, whatever. He's divorced. He wants to get a Corvette. He wants to look cool, right? But this is an assumption. So I might ask, what makes you interested in this red Corvette? And he may tell you, oh, yeah, I want to attract women. Okay, fine. Or he might say, you know, my kid loves, he loves like Hot Wheels and his favorite car is a red Corvette. And honestly, man, I just want to take him to school every morning in a red Corvette. It's going to make him feel amazing. So you see, neither of these people are buying the car. They don't care about the car. They care about what the car gets them.

36:23The first guy, he wants to look important so he can attract females. So that's status. The second guy wants to make his son happy. That is love. So generally, when someone buys something, it's either or... I'll tell you, I've had people come on and buy business consulting from me. And sometimes they say, I just want to buy a Lamborghini. I want to be a big dog. I want to be amazing. And other people will say, I want to make my mom proud. I want to buy my mom a house. I've been promising my wife for five years that we're going to get a bigger home. We have a two bedroom house. We have three kids.

37:03She's burnt out. She's overworked. She wants a bigger house. And I keep telling her I'm going to do it. And man, I just want this business to work so that I can get her the house. That's not status. That's love. Now, maybe he is also, you can do it for both as well, but the primary motivator, the primary driver, that's what you got to find out on the call. What is the primary driver? Because the primary driver, that's the thing that's most important to them in the world. And when you can show them it's most important to them and you can get them to say how important it is, that's when all objections become irrelevant because they want desperately to see that primary driver actually become a reality.

37:45So most of what you're going to do on a sales call is just ask questions until you understand, okay, here is what the primary driver is, and then you can speak.

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42:08Terms apply. Money movement services are provided by Intuit Payments Incorporated, licensed as a money transmitter by the New York State Department of Financial Services. Now, in a mass setting, you just got to speak to both, right? You got to speak to people who might want status, people who might want to do it because of love, right? How would you handle that in a mass setting? What I try to do in a mass setting is use example stories that will cover all the bases, right? There's going to be some people in the room that want love and there's going to be some people in the room that want status.

42:40So all you have to do is cover both. This is a misconception. Not every person who's listening to you talk is going to resonate with every single thing you say. but you can do it in a way where you hit multiple, like for instance, if you're a man, right? And you're speaking from stage or you're speaking in a webinar, there's going to be women who are naturally going to want to buy from another woman more than they're going to want to buy from you. So I'll give you an example. This is a story I tell on a lot of my webinars. It's my almond milk story, right? And this is such a famous story if you're in the Henry verse that people bring it up all the time, right?

43:15So, and I like to open talks with this. So I tell this story about how I come home one day and there's this big, huge jug of almond milk, probably this big. And I was like, why is that? And I knew it was almond milk because we don't do dairy, right? And so I'm like, why is there a big thing of almond milk here, right? And my wife goes, hey. And she's got this real mean look on her face. She's like, come here. Come to the refrigerator. I'm like, okay. And so she opens the refrigerator and she's like, do you know what this is? And she points to a store-bought carton of almond milk. And I was like, almond milk?

43:56And she's like, yes. And it costs$6 a carton and it has all these cancer-causing chemicals in it. And I go, what do you want me to do about it? I don't know. And she goes, she walks over to the big jug and she says, you know what this is? And I'm like, almond milk? She's like, yes, but, and then she grabs this black contraption. This is a lens, but she grabs this black contraption. She's like, do you know what this is? And I'm like, no, that I don't know what it is. She's like, this is a homemade almond milk maker. And I can take a handful of almonds this big, and I can make this huge jug of almond milk.

44:34And it's like maybe 20 cents for what would cost$12 with two jugs. And there's nothing but water and almonds in it. And it was at that moment that I realized that my wife was right. We had been wasting 150 bucks a month on almond milk. I drink a lot of it. And ingesting horrible cancer-causing chemicals simply for one reason. We didn't know you could make homemade almond milk. And isn't it the things in life that we don't know that cause us the most pain and suffering? So you're here today because you want to learn how to grow your business. I'm going to teach you something you don't know about growing a business or whatever it is, right?

45:11So that's how I open it up. So what do I cover there? I cover a relatable story about a wife showing her husband something that he didn't know that relates to food or kitchen or childcare or whatever. And I said the magic phrase, my wife was right. Fellas, if you're a man and you want to resonate with women, all you have to do is say my wife was right about anything and you will automatically have rapport. And then I make a principle, a point. I always end things in lessons or principles is, look, pain and suffering comes from just simply not knowing things. So if there's something you don't know about growing a business, that's why you have pain and suffering.

45:49We're going to show you something that you don't know. So you see how simple it is, you know, and that's it. And so these are the ways that you can cover men, women, young people, old people. But one thing I teach about building a brand that's important, and this will help you because a lot of what we're talking about is pretty advanced. If you're a beginner in building a brand and I relate this, I relate it all to the same thing is don't try to build an audience, just try to become one person's favorite creator. If you can just think of that one person, just make content for that one person. When you're starting a business, try to just think of one person.

46:26And when you think of that one person, it's easier to speak to these objections and these things because the more specific you are and who you serve, the more consistent the beliefs and the objections will be. And then it makes it easier to cover all of them one to many. Well, Dan, this has been a masterclass in personal branding and sales. I want to close this out with some personal questions for you to try to just understand. You've made millions of dollars at such a young age. You've reached like pinnacle of success in your industry. How do you fulfill yourself these days? because before we got on the call, I was telling you how I have a sports car.

47:04The battery died and you're like, well, I don't buy Lamborghinis anymore. I found out that you sold your$2 million yacht at one point. That was during COVID because I couldn't do anything with it. Yeah. So how do you think about money? You're still making money. And what actually drives you to keep going right now? And how do you fulfill yourself? Man, that's such a good question. And this is advice I would give to my younger self and any person who's starting out. First of all, happiness is overrated. It's so overrated because when you are on your deathbed, you're not gonna be thinking, was I happy?

47:42You're gonna be thinking, did I do the right thing? Did I accomplish what I set out to? Did I treat people right? Did I do right by people? And the thing about accomplishing the mission is that you don't accomplish the mission by being happy. You accomplish the mission at the cost of being happy. And so one thing I never try to do is focus on being happy. I don't care about being happy. I care about being fulfilled. It means more to me to be fulfilled and feel like I've done the right thing than to be happy. If every man wanted to be happy, they would do a lot of weird stuff, okay? And so most people can't relate to this.

48:20I've lived both lives. I've literally delivered pizza for seven years and I've bought a$2 million yacht cash. I mean, these are wild ends of the spectrum. I wasn't any happier on that yacht than I was when I was playing Tekken 2 with my girlfriend and hanging out laughing. I swear to you, it does not make you happier. And so I think to myself, okay, if all these things that are so expensive don't make me happy, and happiness honestly is overrated, I'm not gonna care too much about it when I die, then I need to align my life and my money and everything with things that make me feel fulfilled. So I live in Dubai right now.

49:00For me, I feel good when I get things done and I feel fulfilled when I accomplish things. So I live in Dubai Marina where I don't have to drive anywhere. This apartment costs$1.6 million. I live here specifically so that I don't have to go anywhere, sit in traffic for an hour. I can go do everything I need to do, workout, gym, coffee, whatever, content, whatever I need to do right here. and that means at six o 'clock, five o 'clock, whatever, I can stop what I'm doing, stop my business and I can relax with my wife. If you lived in a suburb here in Dubai, you'd be driving all over the place, you'd spend half your day in traffic.

49:38So I just say to myself, okay, what allows me to do the things that accomplish the mission and what do I gotta buy or where do I gotta put my money where I do that? So another thing is my personal brand. I've exited a couple companies but I don't try to play the exit game. I try to play the, my personal brand makes massive amounts of cash game. And then I take that cash and I put it into real estate and I let that money turn over and make more money. So my big thing is make cash with your internet business, you know, make good cash flow and then just put it into something that does not mess up like real estate.

50:09I'll be honest, you gotta be kind of dumb to lose money in real estate. This is a very beginner friendly way to make more money. So I just do that. I just make money and I dump it into real estate and I buy the things that allow me to accomplish the mission. And I keep it simple. That's it. I don't try to buy extravagant things anymore, though. I'm not going to lie to you. I have been eyeing a Rolls Royce Phantom recently. It's a$400 ,000 car. My wife is like, you should get the car. You deserve the car. I'm like, no, I don't need the car. I know my COO says that. My wife says that. I get it. And there's practical reasons for it.

50:43Pick it up, clients, content. But my main reason for getting it is if I do decide to go somewhere in Dubai and I'm stuck in traffic for two hours, I'm very comfortable. I can get work done, etc. But I always say to myself, you know, ah, do I really need that? It's not going to make me any happier. But my wife is pushing me. She's like, yeah, you deserve it. So that might be the next big purchase. I love it. Well, Dan, I'm going to end this interview with one question that I ask all of my guests. What is one actionable thing our young and profiters can do today to become more profitable tomorrow.

51:16Sit down and make a list of things that will make running your business easier and less effort. Do not subscribe to this idea that if you just put in maximum effort and you do a lot, that's going to win you the game. Find velocity vehicles, find things that make running the business easier, that make you get more output for less input, put more focus on finding those things and building those assets that make running a business easy. When you do that, you will achieve success in your business faster with less burnout, and it will give you space to enjoy life. Because why are you making money if you're not going to enjoy life?

52:11Why? This whole, like, I'm not going to hang out with my friends. That's fine for a moment in time. But eventually, you're here to live life. Create a business that allows you to live life. That's why we call it the lifestyle business. If you can't have a lifestyle, why are we doing it? So there's going to be like 60 ,000 to 80 ,000 pizza boys and pizza girls tuning into this episode. Any last pieces of advice for these 20 or 30-year-old somethings that are trying to make it in life? anybody can make a business out of their name. The thing that got me started that really made me realize it was possible was a man who was a math teacher.

52:49He got paid back then$20 ,000 a year to be a math teacher. And his class was how to use Microsoft Excel to do math equations. One day he decided that he was going to create an online course on how to use Microsoft Excel. Put it on the internet and he made a million dollars. So every other teacher that was getting paid 20 grand a year to teach math, he made a million when they made 20 grand. Why? Because he changed the equation. There's something that's happened to you in your life. Some story you have, no matter how boring you think it may be, that to someone else is fascinating. There's something you can sell.

53:30And if you don't have something to sell, holy crap, just go learn a skill that most people don't want to take time to learn. and then you just teach that skill. And it doesn't even have to be a big deal. Frickin' Microsoft Excel, okay? I paid my way through college by going and learning how to use a home recording software and I charged$50 an hour to teach people how to set up their home recording software and I paid my way through college doing that. It's not that hard to make money. What's hard is getting out of your own way. Dan, this was such an awesome interview. Honestly, I swear, one of my favorite interviews of 2025.

54:09So I'm so glad that I had you on the show. Thank you so much for all your wisdom. Where can everybody learn more about you, everything that you've got going on, some of your new offers and things like that? I'm always putting out great content on YouTube and Instagram at Dan Henry. Our main website is getclients.com. But if you want, I can give your audience access to the talk that I did in Bali on personal branding if you think that they would find that helpful. Okay, great. Awesome. Cool. We'll put that link in the show notes. Dan, thank you so much for your time today. Thank you very much.

54:43Well, there you have it, Yap Gang. What an incredible second half of my conversation with Dan Henry. Now, every once in a while, I get a guest where I'm like, man, where have you been the last seven years? Because Dan Henry was just so good. He knew so much about sales and marketing. It's my favorite topic to talk about. And he just absolutely crushed it. We've got so much to learn from Dan, and I hope he comes back on the pod. And today we got a sales masterclass. He completely reframed what it means to close deals. And I remember he said that sales is not about convincing anybody. It's about helping people make a decision that's in their best interest.

55:18You're not changing minds. You're changing their beliefs. One of my favorite things that he said was that most objections aren't really about money. They're about belief. People don't think they can actually get the result. Sometimes it's not that they don't trust you, it's because they don't actually trust themselves. When you can help people see what's truly possible, the sale becomes easy, natural, and honest. I also loved Dan's insights on creating one high converting talk or webinar and mastering it until it just prints money. He said most people chase complexity when they should just be chasing consistency.

55:52Focus on refining your best offer, your best talk, and your best system. That's how you scale without chaos. And finally, remember his concept of the scary bridge. He explained that your customer wants to get from point A, where they are now, to point B, where they want to be. But between those two points is a scary bridge full of fear, doubt, and risk. Your job as a marketer is to show them that they don't have to walk across that bridge alone. Your product is the helicopter that carries them safely across. All right, I'll catch you guys next time. And thank you so much for tuning in to this awesome two-part series of Young and Profiting Podcast.

56:27If you enjoyed this conversation with Dan Henry, you then spread the word and help others listen, learn, and profit as well. And if you did enjoy this show and you want to thank us, then make sure you drop us a five-star review on Apple Podcasts, Spotify, or CastBox. Guys, I literally check Apple Podcasts reviews every single day. I'm obsessed with reading your reviews. They make me so happy. They motivate me to keep going. I love hearing about what you love about the show and what you like to learn about on the show. It really helps me craft episodes that I know you guys are going to enjoy. So drop us a review.

56:57Let us know what you think. And if you prefer to watch your podcast as videos, this is an especially good two-part series that you can go find on YouTube. Dan was whiteboarding and sketching things out while we were talking. So it's just such a good episode to listen to twice because it was so good. And then also to watch, especially if you're a visual learner, because Dan was drawing as we were talking the whole time. So check that out on YouTube. Just look up Young and Profiting. We'll also put the links for our YouTube videos in the description. You can also find me on Instagram at Yap with Hala or LinkedIn by searching my name.

57:30It's Hala Taha. And finally, I've got to give a huge shout out to my Yap team. You guys are all legends. Thank you guys so much. This is your host, Hala Taha, aka the Podcast Princess, signing off.

57:53Thank you.