Joining the resistance to create openings (Josh Braun, Founder @ Josh Braun Sales Training)

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1. 8:24

   isn't to talk people into things. Your job is to shine a light on a problem that people might not know they had that can hurt them. And to do it in a subtle way that gets people to scratch their head and think, Hmm, I'm not sure. What do you know “that your prospect doesn't know that can hurt them? What is the cost of inaction? If your” prospect does nothing, what happens? So that'll be my third tip, which is shine a light on a problem and let people come to their own conclusions is a really good way to start conversations with people that are not actively in market. And that's like 90% of people you reach out to. If they were in market, they'd be calling you and your competitors.

   In Cost-of-inaction messaging

2. 8:24

   isn't to talk people into things. Your job is to shine a light on a problem that people might not know they had that can hurt them. And to do it in a subtle way that gets people to scratch their head and think, Hmm, I'm not sure. What do you know “that your prospect doesn't know that can hurt them? What is the cost of inaction? If your” prospect does nothing, what happens? So that'll be my third tip, which is shine a light on a problem and let people come to their own conclusions is a really good way to start conversations with people that are not actively in market. And that's like 90% of people you reach out to. If they were in market, they'd be calling you and your competitors.

   In Cost of inaction

3. 8:36

   that gets people to scratch their head and think, Hmm, I'm not sure. What do you know that your prospect doesn't know that can hurt them? What is the cost of inaction? If your prospect does nothing, what happens? So that'll be my third tip, which is shine a light on a “problem and let people come to their own conclusions is a really good way to start” conversations with people that are not actively in market. And that's like 90% of people you reach out to. If they were in market, they'd be calling you and your competitors. So Josh, well, one, that could have been an episode on its own. Look at that killer open tips. So let's, let's go to the number two, which is the topic of having fun. And obviously we're

   In Pain-point messaging

4. 10:09

   It's a little off topic. We could certainly get into it, but so many of these objections I hear call me in six months. I already have something for that. That's not an objection. They do have something for that. If someone says, I'm not Not interested, that means you're not interesting, the thing that you said is not interesting. And the traditional sales approach is to say something like this, why aren't you interested? “And that word why is a tough one, because why can sound very confrontational.” It's almost like you're being scolded by a teen, like, why didn't you clean up your room? Why didn't you do your homework? So if someone says, I'm not interested, what I might say is this, in a very calm voice, I apologize for being so irrelevant, clearly, I need to work on my sales skills before

   In Objection response frameworks

5. 12:59

   And so this is the idea that salespeople think everything has to be overcome. It's not the case. Sometimes call me in six months is a reasonable thing for someone to say, because you're calling them at the wrong time. And they've given you some information. And if you push too hard there, you might ruin your chances in six months. Oftentimes it is a brush off. “And you have to be able to know when it is and when it isn't so you can respond accordingly.” Josh, can you talk to me about being interesting in the context of giving a pitch? Because I'm in a trade show right now. And I was walking the halls of the trade show. And I was talking to a lot of people saying, Well, what do you do? And everyone says, Oh, we're a workflow automation platform where we help x with y.

   In Objection diagnosis and probing

6. 15:04

   And three, it was 200 bucks. And they sold a ton of those knives. So many salespeople are selling knives. I got a knife. They don't have the unique mechanism. So you have to start with the unique mechanism. And the infomercial test is the best way that I know to get clarity on that. And Armand, I know you talk about this a lot, which I love this idea of problem training, “not product training. And so many salespeople don't get that. They're like, we got a knife.” It's a sharp knife. It's made of Japanese. I got a knife. I got a knife. So it's it starts with that. And from there, we could then start to develop a talk track over the phone, which we can get into if you want. That's based on a mini discovery call rather than a pitch. So Josh, I love this concept of you're saying you're running a microcosm of a discovery

   In Product and ICP training

7. 31:17

   It's your job to tell people what could happen to their organization if they don't solve this problem. Don't always ask them to self-diagnose. And then lastly, number four, whenever you get slammed with these objections, guys, it's so tempting to push back, to stammer, to pitch, whatever it is. Don't be afraid to use a little bit of humor. “The best thing you can do is when you get slammed with, I'm not interested, is agree” with them and laugh and say, hey, I probably screwed up this cold call. I got to rework my pitch. That opener clearly didn't work. All righty, Nick, those are our four how could people help us out? Audience, are you aware? Have you considered that Armand and I fill the gaping voids in our lives by reading reviews

   In Not-interested objections

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