Death of the helpful seller: Use proven psychology to stop losing deals (Belal Batrawy, DeathtoFluff)

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1. 1:54

   the fear of loss, not the pleasure of gain. So you'll commonly see in like sales messaging, some seller being like, you know, we helped generate 300% ROI for our customers. And it's that's not what they care about. What if they didn't get that 300% ROI? What is the opportunity “So flip it on its head and talk about what you stand to lose,” not the time you can gain or the money that you could save, but the money you could be wasting if you do it this way instead of the way we offer. So get that loss aversion into your messaging. Beautiful. What's number two, Belal? The number two is about emotionally

   In Cost-of-inaction messaging

2. 2:07

   that's not what they care about. What if they didn't get that 300% ROI? What is the opportunity cost of sticking with the status quo? So flip it on its head and talk about what you stand to lose, not the time you can gain or the money that you could save, but the money you could be wasting “if you do it this way instead of the way we offer. So get that loss aversion into your messaging.” Beautiful. What's number two, Belal? The number two is about emotionally charging messaging. So this ties very well with number one. So a really great copy uses certain words that like trigger the limbic brain of your buyer and get them kind of emotionally involved. And you'll see like restaurants doing this when they talk about,

   In Cost-of-inaction messaging

3. 4:44

   offer and returning in kind. So here's the thing. We don't get taught this in sales, but this is a selling superpower. You can do this too when dealing with your buyers. Now, social bidding is very different between obviously a husband and wife or a married couple, but when you do “it in a sales process, here are the things that you can do social bids on. Pricing, competition,” implementation, and product shortcomings. These are things that your buyers are expecting you not to give them. that they're going to have to pull it out of you. Now, if you offer that freely and openly,

   In Social selling

4. 6:48

   So, one of the best things you could do, for example, is higher competition prices, right? So, if they do something different than you do, if they talk about something very specific that your product doesn't, you lean in on that and be like, this is where they focus. “They think this is how to solve that problem. We believe in a fundamentally different approach,” right? And you create a fork in the road and force your buyer to decide which side of this issue did they think is right for them. So, a classic example of this was when I was selling Session Replay, we had a competitor that was really, really heavy in AI. Our product did not have AI,

   In Competitive differentiation

5. 6:54

   right? So, if they do something different than you do, if they talk about something very specific that your product doesn't, you lean in on that and be like, this is where they focus. They think this is how to solve that problem. We believe in a fundamentally different approach, “right? And you create a fork in the road and force your buyer to decide which side of this issue” did they think is right for them. So, a classic example of this was when I was selling Session Replay, we had a competitor that was really, really heavy in AI. Our product did not have AI, it just did machine learning. And the argument that I would make was, this AI applies

   In Competitive differentiation

6. 16:35

   I know my competition. We take 10. Here's why. First of all, let me explain to you why. It's because of this. We do something different than them. That's why there's an extended period. Let me just, before I even continue, thoughts on that. Is that for you like something you find you have the resources for internally? Or is that right off the bat a deal breaker? “And now I'm making you share with me your willingness to change.” No, we don't have the resources for that. Or it might depend. I mean, I like what you guys do. So it might take longer, but if there's value for us, we'll make it work. Now they're selling themselves. And you're like, that's exactly what I want.

   In Discovery question design

7. 22:22

   And again, that typically gets a very good response from people. And they'll tell me what's really happening. And it has happened in times where people are like, we don't have the budget that I thought I had. Okay. Let me work with you with a budget. You do like, you know, this lie “that people say that like budget's not an objection. Like, yeah, it is. Have you ever seen” how companies budget? They really do commit to numbers. It's not a made up thing. You know, they don't have endless money. It's not true. Most of the stuff that people sell has to fall in line in some level of a budget. So it's okay. If that happens, I just need to know it's real.

   In Price and budget objections

8. 30:19

   buying committee. However, you can pressure test how well your champion can convince the buying committee. In other words, you can suss out their real willingness to change by asking them, hey, what is that critical event you're driving towards? How are you going to help us multi-thread, etc. And then lastly, number four, you have emotionally “charged messaging. You have things like talking about loss aversion instead of talking about” all the features and benefits in your outreach. Alrighty, Nick, how can people help us out here? Well, there's a reason Belal came back for round three. It's because rounds one and two were so good. I highly recommend if you have not listened to his first episode where

   In Cost-of-inaction messaging