April 9, 2024 • 18 mins
Unlock the secrets to skyrocketing your sales skills as we sit down with Benjamin Brown, sales coach extraordinaire, who brings over two decades of experience to the table.
Benjamin's journey from salesman to master of the trade has culminated in a revolutionary 10-step sales framework that's boosting business revenues left and right.
Get ready to transform your sales language, ramp up your confidence, and learn why role-playing isn't just for actors.
This episode isn't just a talk; it's the key to unlocking a treasure trove of sales expertise, complete with advice on overcoming the fear of rejection—a priceless lesson for rookies and veterans alike.
Don't miss out on this goldmine of growth tactics—Benjamin and I are handing you the blueprint to sales success, no strings attached.
Remember, your next level of sales mastery is just a play button away!
You can reach Benjamin Brown here:
Schedule meeting: www.meetwithbenjamin.com
Website: www.360salesconsulting.com
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
What's up guys?
This is Kaylee Johnson herewith Digital Journey.
If you're a person that'swanting to learn social media,
maybe that's just for youpersonally, maybe it's for your
business.
This is the right place for you.
Hey, everyone, today we arejoined by Benjamin Brown.
Thank you so much for coming on.
Speaker 2 (00:20):
Always glad, glad to be here.
Speaker 1 (00:22):
Yeah, so Benjamin is a sales expert, author and
speaker.
He's worked in sales for over23 years and is the owner of 360
Sales Consulting, which is acompany that specializes in
boosting sales for businesses ofany size and industry.
So really really wide rangethere.
So tell us a little bit aboutyourself.
How did you get into sales?
(00:43):
How did you get into the placewhere you are today?
Speaker 2 (00:46):
Well, basically, in the next couple of minutes I'm
going to explain to you howsimple sales can be and actually
following a process andimplementing and practicing it.
You can make sales so simple,whether in your life or in your
business, to convert and makemore sales.
So I got into sales basicallyby accident, in the gym business
(01:09):
from being recruited, just likeacting I tell a lot of
analogies, how acting and datingis in sales.
So people have to get it andunderstand what sales is all
about.
Sales is simple but it's noteasy.
So people always try to thinkabout the hard part of sales,
which actually is, and once youunderstand the nuance of it is,
(01:29):
then you're able to understandhow it works.
So, over the years working invarious industries, working at
different levels as far asmanagement, team building,
hiring for salespeople, Istarted about six years ago,
started my consultancy firm,since I've had the vastness of
experience putting together the10-step process, which is every
(01:50):
sale is based on 10 steps, andputting it together, and then
started testing it in a pilotprogram.
After about six months I foundout that most of the people that
qualified for the program orwhat I was doing, was generating
normally between 20 to 60percent more sales.
It's because they had a greatproduct, a great service, but
(02:11):
they couldn't sell.
So, kaylee, the thing is, thesales is a language, okay, so
it's just like speaking Spanish.
So most people are talking atpeople, explaining what they do,
things that, but they're notselling.
So what I have to explain topeople what a sale actually is
and once they understand thatconcept changes and a lot of
(02:32):
people don't like sales justbecause mostly self-esteem
reasons.
People have very littleself-esteem these days and can't
take rejection.
Speaker 1 (02:40):
Very true.
Speaker 2 (02:40):
And that's part of the game.
That's part of the game.
And so being able to do that,very true, and that's part of
the game.
That's part of the game, and sobeing able to do that.
80% of sales is confidence 80%,wow.
In the beginning, working withpeople, the first thing I
normally have to do is work ontheir confidence and being able
to understand that and realizethat once they get confidence
(03:02):
from me and working with me, thedifference in me is that you
work directly with me.
It's not like it's a program orlike you know.
I have the book Master.
Your Articles in Sales Givesyou a Guide, but sales is a
skill.
How do you learn a skill?
Speaker 1 (03:17):
You have to practice Right Right.
Speaker 2 (03:20):
So that's why, people , you can never practice on
clients so that's why, people,you can never practice on
clients.
Speaker 1 (03:27):
They'll never give you feedback very true.
Speaker 2 (03:28):
So when you work with a sales or sales mentor, it's
the role playing and figuringout what you're doing wrong on a
regular basis, practicing thatover and over again to build
your confidence and that wouldincrease your sales and also
ability to even do outbound call, because most people just like
the inbound.
So I didn't grow up with that.
(03:50):
I grew up with a black phoneand a notebook back in the days.
No computers, no laptops, nocell phones and just straight
doing 180 dollars a day, and Idid that for three years
straight.
So that was like camp.
Speaker 1 (04:03):
So you started from the basics and moved on up to
this point.
Speaker 2 (04:08):
Yes, so you know, people know a lot of people are
not willing to do outbound calls.
Speaker 1 (04:12):
Right.
Well, it's intimidating, youknow.
You look at it and you're likewhere do I start?
You know, when I started mybusiness, the thought of it was
so overwhelming and you know youhave to warm up to be like.
You know, it's OK, Peoplesometimes aren't going to answer
, People are sometimes going tobe rude, and that's OK, you know
.
But you need it, you need tokeep going with it.
Speaker 2 (04:33):
So the three things in sales you must do in a sale
is that you got to know whereyou're going.
You have to listen, you have tobe confident.
Now you have to know whereyou're going.
You have to know what you'regoing to say.
So anytime that you're bumblingyour words, your confidence
level drops and the clientdoesn't believe you.
So these are the things thatpeople have to do in the
beginning.
Speaker 1 (04:58):
So when we role play.
You go through that and I'manalyzing exactly what you're
doing.
That's great, that's awesome.
So you said confidence is oneof the biggest things that you
find.
What's a tip you give someoneif they're struggling with their
confidence or their self-esteemand coming to oh, I just can't
do sales?
You know, some people are likeI can't do it, I can't learn.
What would you say to someonewho presents themselves that way
(05:19):
?
Speaker 2 (05:20):
Okay, I'll give them an analogy.
Do you have children?
Are you around children?
Speaker 1 (05:25):
Yes, yeah, I have a bunch of siblings.
Speaker 2 (05:28):
Okay.
So when they go around and theyask you to pick them up, pick
them up, pick them up, pick themup, pick them up, pick them up.
What is that?
Speaker 1 (05:36):
Continuing to ask.
Speaker 2 (05:41):
Yeah, that up, pick them up.
What is that continuing to ask?
Yeah, that's a close.
Speaker 1 (05:43):
We're all born to sell.
You want milk, you want to getsomething you're selling.
Speaker 2 (05:45):
When you go in the store, when you're dating,
you're selling.
Everything goes around sellingright?
So when people say I can't doit, you're doing it every day.
Speaker 1 (05:54):
You just don't know there's transactions being made
around you all the time.
Speaker 2 (05:59):
It's just taking notes from that well, it's a
little bit more complicated thanthat, but getting people to
realize that you're already inthe system.
So what I do is wake you up inthe matrix because, after
working with me only for 30 days, people go oh, now I know what
you're trying, now I get it.
I'm like yes, it's all, it'saround you the whole time, right
(06:20):
, plus, people don't know.
You can go into a store and youcan negotiate, you can sell,
get discounts on everything,because everything is actually a
sale.
We live in a Westerncivilization where we have to go
earn it.
If you don't have the money topay for it, you leave it alone.
No, but you can ask for it inother civilizations.
Third and fourth, you know thirdworld countries, it's all about
(06:43):
negotiation.
But in America the only thingwe negotiate is cars and houses,
and people don't like to buyhouses, I mean, and cars is just
frustrating.
But you're doing it on aregular basis.
If you go to India, if you goto Israel, those cultures always
negotiate.
It doesn't matter what they'reselling, it's part of their
(07:05):
culture.
They're always selling.
Speaker 1 (07:07):
I'll tell you an interesting story.
I grew up in Macedonia, thirdworld country, right above
Greece, and so I grew upbartering, you didn't
necessarily have a place likeKroger or Walmart.
You would go to the market andthat's how you would barter.
Well, when I came back toAmerica around five years old, I
walked into Walmart, hadsomething I wanted and I went up
to the cashier and startedbartering with them and my mom
(07:29):
was like Kaylee, this is not howthis works over here.
You can't just go and be like,no, I'm not paying this price,
give it to me for $1.10 cheaper.
You know.
So I think you know.
And then when I go overseas nowand go with people and I'm in
the market, they grab me andthey're like hey, you know how
to burger, you know, will youcome and get me this item 40%
off?
They know I'm a tourist andI'll be like sure, you know.
(07:51):
And it's being confident andbuilding those skills and
building those skills and youknow what you're doing, you've
practiced enough.
And it's the art of being ableto walk away from a sale in
order to say, no, I know what myproduct is worth, I know what
my services work.
Speaker 2 (08:06):
Because what happens is, I say, in the end you go to
college, you go to school, yougo start your, you go to work
for someone, then you start yourown business.
In business, like Mark Cubansaid, the first thing you need
to learn how to do is sell.
But the problem is your musclehas atrophied so many years from
a child into an adulthood thatyour confidence level is done.
(08:27):
So when you start your business, you're not even asking.
You're worried about yourwebsite, your business cards,
your marketing.
How am I going to get thelow-hanging fruit?
How do I get people?
Just click and buy likeeveryone else?
No, so you have to learn how toactually sell and turn that
back on, because your parentstold you, like you said in the
walmart, can't do that.
But you actually can.
(08:49):
You actually can.
I was out hanging out thisweekend and the guys with
whitney and I was like went instores and it was prices right
there and we negotiated and got30% off.
You know that's awesome.
People just don't ask, theydon't ask.
Speaker 1 (09:05):
We do that.
I do that sometimes when goinginto, like a Home Depot.
If I'm trying to buy arefrigerator, I normally do it
with bigger items and it's like,excuse me, there's a small
scratch here.
I want 10% off and, excuse me,there's a small scratch here, I
want 10% off.
And they look at you and theygo, yeah, we can do that, you
know.
And it's like, yes, exactly.
And it's again like you said,that confidence and if they say
(09:26):
no, being like okay, and a lotof times, okay, come on back,
come on back.
Speaker 2 (09:33):
You know we can give you 10% off.
You know because people want tomake that sale.
So that's why what I teach in anumber of steps is 10 steps in
every sale.
But not every company orproduct needs those 10 steps,
but it's 10 steps in there.
So that's why, when I do thebook, once you know the 10 steps
, I'm able to customize it basedupon your product.
It doesn't matter what it is, Idon't care whether it's a
Learjet, refrigerator toaster,it's the same thing, it's a
(09:55):
process.
So when people work with methat's been in sales for a
number of years and they camefrom this background to this
background they learn how tosell.
I'm like no, simplify, Justsame process.
Just input the product orservice into that.
Speaker 1 (10:10):
Hmm, so would you say sales are the same for selling
a product and a service, or arethey different?
Speaker 2 (10:17):
So what is the purpose of a sale?
You were going to ask me that,right?
Speaker 1 (10:21):
Right, yes.
Speaker 2 (10:23):
So what do you think the purpose of a sale is?
Speaker 1 (10:26):
To close the deal?
No, okay.
Speaker 2 (10:30):
Again, it's more simpler than that.
Speaker 1 (10:33):
What would it be?
Speaker 2 (10:37):
So the purpose of a sale is to get someone to move.
Speaker 1 (10:41):
Hmm.
Speaker 2 (10:42):
Click on this, go here, scroll here, give me your
email, answer this question,call this number.
All these little baby steps ina progression towards helping
you with a product or servicethat you might want or need.
If I turn that want, that need,into a want, it basically means
(11:03):
it's going to sell, becausepeople buy what they want, not
what they need, true, true.
So analyzing that, so beingable to get someone to move, is
the quintessential part of sales.
So if not, then you're talkingat someone You're just trying to
close.
Speaker 1 (11:17):
No one wants to be talked at.
No one wants to be talked at.
Speaker 2 (11:20):
No one wants to be talked at.
So most of the time, if youdon't know what you're doing,
that's what you're doing.
You're alienating yourself andyour potential client if you
don't know how to sell.
So it's a number of baby stepsin the process, 10-step process,
that you go through.
So in the end, when you learnhow to sell properly, who's the?
Speaker 1 (11:43):
most important person in the sales process?
Is it the seller or is it thebuyer?
The buyer Really how?
Speaker 2 (11:50):
so I have what you want, or?
Need I have to figure out ifyou qualify to waste my time to
get what I need to help you.
I'm not trying to sell you.
I'm trying to figure outbecause I have other people I
can help.
So I'm qualifying you most ofthe time to figure out if I can
help you rather than trying tosell you.
Speaker 1 (12:12):
That makes sense.
Yeah, one thing we always dowhen we have a call at Digital
Journey is you know, if you arenot right for this program, we
don't want you to pay for it.
You know we have people.
We want this to be since oursis also a group coaching company
, you know we want it to be thatyou're going to be a right fit
for this and that you're goingto see results, because this
isn't just about at least forDigital Journey this isn't just
(12:32):
about making money for us.
You know, money is great, it'sneeded, but we want to see
changes in our customers and wewant to see a good fit for them,
so that makes it like they needto want the service.
Speaker 2 (12:46):
Hence the bottom line getting more clients and
referrals.
Step number 10 the end of thesale is getting a referral, a
testimonial.
Yes, so I teach that because ifyou generate that on a regular
basis, when I work with clients,I figure out, based on this
system, what they're using and Ifigure out where the money's
(13:07):
going to come to pay for mefirst, before I do anything.
And what that means is byfinding the money that you're
missing that helps pay for yourcoach.
So maybe nine times out of 10,I tell people you're not going
to pay for me.
You're next to a client.
Speaker 1 (13:22):
Exactly yeah.
And so many people that comethrough our program, you know,
while they're in the programthey're like, yeah, I've already
made my money back double.
And it's like exactly.
So when you think about it, thecourse didn't cost you anything
because it helped you so much,it propelled you on so much, so
being able to say next customeris paying for it.
(13:44):
I like that angle.
Speaker 2 (13:47):
That's a good way to think of it.
Absolutely, that's what it'sabout.
If you look at networkmarketing, that's a sales system
that works based purely onreferrals and test referrals.
Right, yes, market is just thenext person that finds the next
person and you pay a percentageof that person to refer you.
That's all that is.
Speaker 1 (14:06):
Well, and so much.
Nowadays, especially when youget into online marketing and
social media, it's just buy theproduct, buy the product, buy
the product.
And there's so many differentproducts out there.
You know you're not the onlyone in your field selling what
you're offering.
Speaker 2 (14:19):
Right.
Speaker 1 (14:20):
And so it's like what makes you stand out and
referrals are one of those mainways.
That's how I get.
Most of my business is throughreferrals, because people want
to be able to trust you.
They want to be able to know ifmy friend has gotten the
results.
I can trust this person and myfriend's not going to refer me
to this person if they haven'tgotten the results.
So it's that trust buildingthing which is lost today in the
(14:42):
digital landscape a lot oftimes.
You know sales is being pushedso much and it's just my
product's the best, my product'sthe best without any proof or
reasoning why.
Speaker 2 (14:58):
Because the ultimate thing of a sale is to help
someone.
Speaker 1 (15:07):
And most people are not helping.
They selling telling, notselling exactly, and that's.
That's a game changer.
One thing I like to say is likeauthenticity is key, because
people are going to be able topick up and see are they trying
to sell me a product just tomake them money?
Or, though, do they want to seeme succeed?
And if you're wanting to seethe person succeed and grow,
that's how you're going to getreferrals, versus people
(15:27):
thinking they're just trying toget my money.
Why would I want you know, whywould I want to refer my friend
to them, when they're just goingto try to take my friend's
money?
Speaker 2 (15:35):
well, the thing also is that people that can sell
have a choice whether to use itfor good or bad.
Yes and so most people onlyidentify the bad.
They don't identify the good,and so that's why they have a
negative connotation when itcomes to sales.
So most of the time when I workwith individuals, I have to get
that out of their mind as well.
Speaker 1 (15:56):
Right.
Get out the common stereotypebetween sales and put into what
it could be.
Speaker 2 (16:03):
Absolutely.
It's a beautiful thing whenit's done right.
Speaker 1 (16:06):
I love that.
Well, thank you so much forcoming on.
I know I learned a lot and Iknow my listeners, especially,
are going to really take intouse some of the things you've
taught us today.
Where can we find you?
Where can they reach out to youif they're wanting to hear more
about your program?
Where?
Speaker 2 (16:20):
can they reach out to you if they're wanting to hear
more about your program.
Three ways they can do that.
First of all is I made a linkto make it easy for people to
get in contact with.
It's a URL.
It's called Meet with Benjamin.
You click on that.
You can actually schedule acall for an assessment.
My website is 360 SalesConsulting and the book's on
Amazon.
It's called Master the Art ofClosing the Sale by Benjamin
(16:41):
Brown on Amazon.
But meetwithbenjamincom isbasically a call to action where
people can schedule a call, sitdown and actually get an assess
.
So, Kaylee, based on everything, what was the two biggest?
Speaker 1 (16:55):
things that you learned in the call to action,
the two biggest things.
So the first one would probablybe the seller is the important
one, because they have to needthat and you know they need to
find that aspect of that.
And then you know outboundcalls aren't done.
You know, sometimes I feel likeI'm the only one in my industry
that does outbound calls, andit's encouraging to hear other
people are doing it too.
Speaker 2 (17:17):
Absolutely.
You have to do that in order tosustain because what happens?
Competition, all these thingsthat are coming in the market.
Most people don't startfocusing on sales until
something tragic happens yesthey don't look at growth, they
look at repairing something thatwas damaged.
Exactly.
That's when my phone rang iswhen they're on the downside.
I knew we had to do something.
(17:38):
Um when, if you knew how to doit from the beginning, it could
be a whole lot easier.
Speaker 1 (17:43):
Very true.
Well, we'll link all of thatstuff down below.
So if you're driving, mowingthe lawn, doing laundry, don't
worry about stopping.
Keep on going with that.
We'll link it all down below,Benjamin.
Thank you so much for coming onthe show today.
It was a pleasure to have you.
Speaker 2 (17:57):
Awesome.
You guys make sure you sign upup, click and subscribe and get
the links in the digital journeywith kaylee.
Pull over on side the road andget it done.
Speaker 1 (18:05):
That's how you do it great, thank you.
What's up guys?
This is Kaylee Johnson herewith Digital Journey.
If you're a person that'swanting to learn social media,
maybe that's just for youpersonally, maybe it's for your
business.
This is the right place for you.
Hey, everyone, today we arejoined by Benjamin Brown.
Thank you so much for coming on.
Speaker 2 (00:20):
Always glad, glad to be here.
Speaker 1 (00:22):
Yeah, so Benjamin is a sales expert, author and
speaker.
He's worked in sales for over23 years and is the owner of 360
Sales Consulting, which is acompany that specializes in
boosting sales for businesses ofany size and industry.
So really really wide rangethere.
So tell us a little bit aboutyourself.
How did you get into sales?
(00:43):
How did you get into the placewhere you are today?
Speaker 2 (00:46):
Well, basically, in the next couple of minutes I'm
going to explain to you howsimple sales can be and actually
following a process andimplementing and practicing it.
You can make sales so simple,whether in your life or in your
business, to convert and makemore sales.
So I got into sales basicallyby accident, in the gym business
(01:09):
from being recruited, just likeacting I tell a lot of
analogies, how acting and datingis in sales.
So people have to get it andunderstand what sales is all
about.
Sales is simple but it's noteasy.
So people always try to thinkabout the hard part of sales,
which actually is, and once youunderstand the nuance of it is,
(01:29):
then you're able to understandhow it works.
So, over the years working invarious industries, working at
different levels as far asmanagement, team building,
hiring for salespeople, Istarted about six years ago,
started my consultancy firm,since I've had the vastness of
experience putting together the10-step process, which is every
(01:50):
sale is based on 10 steps, andputting it together, and then
started testing it in a pilotprogram.
After about six months I foundout that most of the people that
qualified for the program orwhat I was doing, was generating
normally between 20 to 60percent more sales.
It's because they had a greatproduct, a great service, but
(02:11):
they couldn't sell.
So, kaylee, the thing is, thesales is a language, okay, so
it's just like speaking Spanish.
So most people are talking atpeople, explaining what they do,
things that, but they're notselling.
So what I have to explain topeople what a sale actually is
and once they understand thatconcept changes and a lot of
(02:32):
people don't like sales justbecause mostly self-esteem
reasons.
People have very littleself-esteem these days and can't
take rejection.
Speaker 1 (02:40):
Very true.
Speaker 2 (02:40):
And that's part of the game.
That's part of the game.
And so being able to do that,very true, and that's part of
the game.
That's part of the game, and sobeing able to do that.
80% of sales is confidence 80%,wow.
In the beginning, working withpeople, the first thing I
normally have to do is work ontheir confidence and being able
to understand that and realizethat once they get confidence
(03:02):
from me and working with me, thedifference in me is that you
work directly with me.
It's not like it's a program orlike you know.
I have the book Master.
Your Articles in Sales Givesyou a Guide, but sales is a
skill.
How do you learn a skill?
Speaker 1 (03:17):
You have to practice Right Right.
Speaker 2 (03:20):
So that's why, people , you can never practice on
clients so that's why, people,you can never practice on
clients.
Speaker 1 (03:27):
They'll never give you feedback very true.
Speaker 2 (03:28):
So when you work with a sales or sales mentor, it's
the role playing and figuringout what you're doing wrong on a
regular basis, practicing thatover and over again to build
your confidence and that wouldincrease your sales and also
ability to even do outbound call, because most people just like
the inbound.
So I didn't grow up with that.
(03:50):
I grew up with a black phoneand a notebook back in the days.
No computers, no laptops, nocell phones and just straight
doing 180 dollars a day, and Idid that for three years
straight.
So that was like camp.
Speaker 1 (04:03):
So you started from the basics and moved on up to
this point.
Speaker 2 (04:08):
Yes, so you know, people know a lot of people are
not willing to do outbound calls.
Speaker 1 (04:12):
Right.
Well, it's intimidating, youknow.
You look at it and you're likewhere do I start?
You know, when I started mybusiness, the thought of it was
so overwhelming and you know youhave to warm up to be like.
You know, it's OK, Peoplesometimes aren't going to answer
, People are sometimes going tobe rude, and that's OK, you know
.
But you need it, you need tokeep going with it.
Speaker 2 (04:33):
So the three things in sales you must do in a sale
is that you got to know whereyou're going.
You have to listen, you have tobe confident.
Now you have to know whereyou're going.
You have to know what you'regoing to say.
So anytime that you're bumblingyour words, your confidence
level drops and the clientdoesn't believe you.
So these are the things thatpeople have to do in the
beginning.
Speaker 1 (04:58):
So when we role play.
You go through that and I'manalyzing exactly what you're
doing.
That's great, that's awesome.
So you said confidence is oneof the biggest things that you
find.
What's a tip you give someoneif they're struggling with their
confidence or their self-esteemand coming to oh, I just can't
do sales?
You know, some people are likeI can't do it, I can't learn.
What would you say to someonewho presents themselves that way
(05:19):
?
Speaker 2 (05:20):
Okay, I'll give them an analogy.
Do you have children?
Are you around children?
Speaker 1 (05:25):
Yes, yeah, I have a bunch of siblings.
Speaker 2 (05:28):
Okay.
So when they go around and theyask you to pick them up, pick
them up, pick them up, pick themup, pick them up, pick them up.
What is that?
Speaker 1 (05:36):
Continuing to ask.
Speaker 2 (05:41):
Yeah, that up, pick them up.
What is that continuing to ask?
Yeah, that's a close.
Speaker 1 (05:43):
We're all born to sell.
You want milk, you want to getsomething you're selling.
Speaker 2 (05:45):
When you go in the store, when you're dating,
you're selling.
Everything goes around sellingright?
So when people say I can't doit, you're doing it every day.
Speaker 1 (05:54):
You just don't know there's transactions being made
around you all the time.
Speaker 2 (05:59):
It's just taking notes from that well, it's a
little bit more complicated thanthat, but getting people to
realize that you're already inthe system.
So what I do is wake you up inthe matrix because, after
working with me only for 30 days, people go oh, now I know what
you're trying, now I get it.
I'm like yes, it's all, it'saround you the whole time, right
(06:20):
, plus, people don't know.
You can go into a store and youcan negotiate, you can sell,
get discounts on everything,because everything is actually a
sale.
We live in a Westerncivilization where we have to go
earn it.
If you don't have the money topay for it, you leave it alone.
No, but you can ask for it inother civilizations.
Third and fourth, you know thirdworld countries, it's all about
(06:43):
negotiation.
But in America the only thingwe negotiate is cars and houses,
and people don't like to buyhouses, I mean, and cars is just
frustrating.
But you're doing it on aregular basis.
If you go to India, if you goto Israel, those cultures always
negotiate.
It doesn't matter what they'reselling, it's part of their
(07:05):
culture.
They're always selling.
Speaker 1 (07:07):
I'll tell you an interesting story.
I grew up in Macedonia, thirdworld country, right above
Greece, and so I grew upbartering, you didn't
necessarily have a place likeKroger or Walmart.
You would go to the market andthat's how you would barter.
Well, when I came back toAmerica around five years old, I
walked into Walmart, hadsomething I wanted and I went up
to the cashier and startedbartering with them and my mom
(07:29):
was like Kaylee, this is not howthis works over here.
You can't just go and be like,no, I'm not paying this price,
give it to me for $1.10 cheaper.
You know.
So I think you know.
And then when I go overseas nowand go with people and I'm in
the market, they grab me andthey're like hey, you know how
to burger, you know, will youcome and get me this item 40%
off?
They know I'm a tourist andI'll be like sure, you know.
(07:51):
And it's being confident andbuilding those skills and
building those skills and youknow what you're doing, you've
practiced enough.
And it's the art of being ableto walk away from a sale in
order to say, no, I know what myproduct is worth, I know what
my services work.
Speaker 2 (08:06):
Because what happens is, I say, in the end you go to
college, you go to school, yougo start your, you go to work
for someone, then you start yourown business.
In business, like Mark Cubansaid, the first thing you need
to learn how to do is sell.
But the problem is your musclehas atrophied so many years from
a child into an adulthood thatyour confidence level is done.
(08:27):
So when you start your business, you're not even asking.
You're worried about yourwebsite, your business cards,
your marketing.
How am I going to get thelow-hanging fruit?
How do I get people?
Just click and buy likeeveryone else?
No, so you have to learn how toactually sell and turn that
back on, because your parentstold you, like you said in the
walmart, can't do that.
But you actually can.
(08:49):
You actually can.
I was out hanging out thisweekend and the guys with
whitney and I was like went instores and it was prices right
there and we negotiated and got30% off.
You know that's awesome.
People just don't ask, theydon't ask.
Speaker 1 (09:05):
We do that.
I do that sometimes when goinginto, like a Home Depot.
If I'm trying to buy arefrigerator, I normally do it
with bigger items and it's like,excuse me, there's a small
scratch here.
I want 10% off and, excuse me,there's a small scratch here, I
want 10% off.
And they look at you and theygo, yeah, we can do that, you
know.
And it's like, yes, exactly.
And it's again like you said,that confidence and if they say
(09:26):
no, being like okay, and a lotof times, okay, come on back,
come on back.
Speaker 2 (09:33):
You know we can give you 10% off.
You know because people want tomake that sale.
So that's why what I teach in anumber of steps is 10 steps in
every sale.
But not every company orproduct needs those 10 steps,
but it's 10 steps in there.
So that's why, when I do thebook, once you know the 10 steps
, I'm able to customize it basedupon your product.
It doesn't matter what it is, Idon't care whether it's a
Learjet, refrigerator toaster,it's the same thing, it's a
(09:55):
process.
So when people work with methat's been in sales for a
number of years and they camefrom this background to this
background they learn how tosell.
I'm like no, simplify, Justsame process.
Just input the product orservice into that.
Speaker 1 (10:10):
Hmm, so would you say sales are the same for selling
a product and a service, or arethey different?
Speaker 2 (10:17):
So what is the purpose of a sale?
You were going to ask me that,right?
Speaker 1 (10:21):
Right, yes.
Speaker 2 (10:23):
So what do you think the purpose of a sale is?
Speaker 1 (10:26):
To close the deal?
No, okay.
Speaker 2 (10:30):
Again, it's more simpler than that.
Speaker 1 (10:33):
What would it be?
Speaker 2 (10:37):
So the purpose of a sale is to get someone to move.
Speaker 1 (10:41):
Hmm.
Speaker 2 (10:42):
Click on this, go here, scroll here, give me your
email, answer this question,call this number.
All these little baby steps ina progression towards helping
you with a product or servicethat you might want or need.
If I turn that want, that need,into a want, it basically means
(11:03):
it's going to sell, becausepeople buy what they want, not
what they need, true, true.
So analyzing that, so beingable to get someone to move, is
the quintessential part of sales.
So if not, then you're talkingat someone You're just trying to
close.
Speaker 1 (11:17):
No one wants to be talked at.
No one wants to be talked at.
Speaker 2 (11:20):
No one wants to be talked at.
So most of the time, if youdon't know what you're doing,
that's what you're doing.
You're alienating yourself andyour potential client if you
don't know how to sell.
So it's a number of baby stepsin the process, 10-step process,
that you go through.
So in the end, when you learnhow to sell properly, who's the?
Speaker 1 (11:43):
most important person in the sales process?
Is it the seller or is it thebuyer?
The buyer Really how?
Speaker 2 (11:50):
so I have what you want, or?
Need I have to figure out ifyou qualify to waste my time to
get what I need to help you.
I'm not trying to sell you.
I'm trying to figure outbecause I have other people I
can help.
So I'm qualifying you most ofthe time to figure out if I can
help you rather than trying tosell you.
Speaker 1 (12:12):
That makes sense.
Yeah, one thing we always dowhen we have a call at Digital
Journey is you know, if you arenot right for this program, we
don't want you to pay for it.
You know we have people.
We want this to be since oursis also a group coaching company
, you know we want it to be thatyou're going to be a right fit
for this and that you're goingto see results, because this
isn't just about at least forDigital Journey this isn't just
(12:32):
about making money for us.
You know, money is great, it'sneeded, but we want to see
changes in our customers and wewant to see a good fit for them,
so that makes it like they needto want the service.
Speaker 2 (12:46):
Hence the bottom line getting more clients and
referrals.
Step number 10 the end of thesale is getting a referral, a
testimonial.
Yes, so I teach that because ifyou generate that on a regular
basis, when I work with clients,I figure out, based on this
system, what they're using and Ifigure out where the money's
(13:07):
going to come to pay for mefirst, before I do anything.
And what that means is byfinding the money that you're
missing that helps pay for yourcoach.
So maybe nine times out of 10,I tell people you're not going
to pay for me.
You're next to a client.
Speaker 1 (13:22):
Exactly yeah.
And so many people that comethrough our program, you know,
while they're in the programthey're like, yeah, I've already
made my money back double.
And it's like exactly.
So when you think about it, thecourse didn't cost you anything
because it helped you so much,it propelled you on so much, so
being able to say next customeris paying for it.
(13:44):
I like that angle.
Speaker 2 (13:47):
That's a good way to think of it.
Absolutely, that's what it'sabout.
If you look at networkmarketing, that's a sales system
that works based purely onreferrals and test referrals.
Right, yes, market is just thenext person that finds the next
person and you pay a percentageof that person to refer you.
That's all that is.
Speaker 1 (14:06):
Well, and so much.
Nowadays, especially when youget into online marketing and
social media, it's just buy theproduct, buy the product, buy
the product.
And there's so many differentproducts out there.
You know you're not the onlyone in your field selling what
you're offering.
Speaker 2 (14:19):
Right.
Speaker 1 (14:20):
And so it's like what makes you stand out and
referrals are one of those mainways.
That's how I get.
Most of my business is throughreferrals, because people want
to be able to trust you.
They want to be able to know ifmy friend has gotten the
results.
I can trust this person and myfriend's not going to refer me
to this person if they haven'tgotten the results.
So it's that trust buildingthing which is lost today in the
(14:42):
digital landscape a lot oftimes.
You know sales is being pushedso much and it's just my
product's the best, my product'sthe best without any proof or
reasoning why.
Speaker 2 (14:58):
Because the ultimate thing of a sale is to help
someone.
Speaker 1 (15:07):
And most people are not helping.
They selling telling, notselling exactly, and that's.
That's a game changer.
One thing I like to say is likeauthenticity is key, because
people are going to be able topick up and see are they trying
to sell me a product just tomake them money?
Or, though, do they want to seeme succeed?
And if you're wanting to seethe person succeed and grow,
that's how you're going to getreferrals, versus people
(15:27):
thinking they're just trying toget my money.
Why would I want you know, whywould I want to refer my friend
to them, when they're just goingto try to take my friend's
money?
Speaker 2 (15:35):
well, the thing also is that people that can sell
have a choice whether to use itfor good or bad.
Yes and so most people onlyidentify the bad.
They don't identify the good,and so that's why they have a
negative connotation when itcomes to sales.
So most of the time when I workwith individuals, I have to get
that out of their mind as well.
Speaker 1 (15:56):
Right.
Get out the common stereotypebetween sales and put into what
it could be.
Speaker 2 (16:03):
Absolutely.
It's a beautiful thing whenit's done right.
Speaker 1 (16:06):
I love that.
Well, thank you so much forcoming on.
I know I learned a lot and Iknow my listeners, especially,
are going to really take intouse some of the things you've
taught us today.
Where can we find you?
Where can they reach out to youif they're wanting to hear more
about your program?
Where?
Speaker 2 (16:20):
can they reach out to you if they're wanting to hear
more about your program.
Three ways they can do that.
First of all is I made a linkto make it easy for people to
get in contact with.
It's a URL.
It's called Meet with Benjamin.
You click on that.
You can actually schedule acall for an assessment.
My website is 360 SalesConsulting and the book's on
Amazon.
It's called Master the Art ofClosing the Sale by Benjamin
(16:41):
Brown on Amazon.
But meetwithbenjamincom isbasically a call to action where
people can schedule a call, sitdown and actually get an assess
.
So, Kaylee, based on everything, what was the two biggest?
Speaker 1 (16:55):
things that you learned in the call to action,
the two biggest things.
So the first one would probablybe the seller is the important
one, because they have to needthat and you know they need to
find that aspect of that.
And then you know outboundcalls aren't done.
You know, sometimes I feel likeI'm the only one in my industry
that does outbound calls, andit's encouraging to hear other
people are doing it too.
Speaker 2 (17:17):
Absolutely.
You have to do that in order tosustain because what happens?
Competition, all these thingsthat are coming in the market.
Most people don't startfocusing on sales until
something tragic happens yesthey don't look at growth, they
look at repairing something thatwas damaged.
Exactly.
That's when my phone rang iswhen they're on the downside.
I knew we had to do something.
(17:38):
Um when, if you knew how to doit from the beginning, it could
be a whole lot easier.
Speaker 1 (17:43):
Very true.
Well, we'll link all of thatstuff down below.
So if you're driving, mowingthe lawn, doing laundry, don't
worry about stopping.
Keep on going with that.
We'll link it all down below,Benjamin.
Thank you so much for coming onthe show today.
It was a pleasure to have you.
Speaker 2 (17:57):
Awesome.
You guys make sure you sign upup, click and subscribe and get
the links in the digital journeywith kaylee.
Pull over on side the road andget it done.
Speaker 1 (18:05):
That's how you do it great, thank you.
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