My guest today is a highly sought-after speaker at company sales conferences, sharing the platform with everyone from today’s business leaders and broadcast personalities, to even a former U.S. President. He is the author of a number of books on sales, marketing and influence, with total book sales well over a million copies. His book, The Go-Giver, coauthored with John David Mann, itself has sold over 950,000 copies and it has been translated into 29 languages.The book he was first known for is Endless Referrals: Network Your Everyday Contacts into Sales considered by many a “sales classic” which has sold over 300,000 copies and to this day is credited by many top sales professionals to be THE book upon which they built their sales success.

Resources

  • Join The Sales Revolution: If you’re ready to do sales differently, you’re in the right place. This community is for entrepreneurs and sales pros to connect, grow, + learn the new (and highly improved) connection-based way of selling. Get ready to toss out all that you’ve been taught about sales up to this point. It’s time for a revolution.

 

3 Value Bombs

  1. Shifting your focus from getting to giving. Constantly and consistently giving immense value to others will bring you success.
  2. As a salesperson, when you learn how to take the focus off yourself and have it be all about helping others solve their problems, people feel good about you. Your prospects will want to get to know you. They will like you and trust you. They will want to be in a relationship with you and they will refer you to others.
  3. Law of Compensation: Your income is determined by how many people you serve and how well you serve them.

Sponsors

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SALES STRUCTURE PARTNERSHIP: Accelerate your growth with a customized partnership! This partnership includes onsite coaching and role playing for skill reinforcement, 1:1 work with Jeremy Miner on your specific product or vertical scripting (aligned to the new model of selling) and coaching support and alignment for your sales managers and/or sales coaches.

Show Notes

**Click the timestamp to jump directly to that point in the episode.

Today’s Audio MASTERCLASS: Selling The Go-Giver Way – with Bob Burg
3:57 I want to dive right into your story and your background and give our listeners a feel for how you arrived at this point where you are one of the elite authorities on social selling and influence. Please tell us a little bit more about your background and how this all started for you. How did you learn all these skills?

  • Bob began his career as a broadcaster but eventually graduated his way into sales but wasn’t successful at first.
  • He had the motivation, but not the right information. 
  • Bob defines a “System” as the process of predictably achieving a goal based on a logical and specific set of ‘how to’ principles.
  • The key is predictability.
  • It’s how we grow on the inside that helps us manifest success on the outside.
  • Eventually Bob evolved into the business of teaching sales.

7:14  I was on your website earlier, tell me more about ‘selling the go-give way.’ What do you mean by that term ‘go-giver?”

  • Shifting your focus from getting to giving. Constantly and consistently giving immense value to others will bring you success.
  • As a salesperson, when you learn how to take the focus off yourself and have it be all about helping others solve their problems, people feel good about you. Your prospects will want to get to know you. They will like you and trust you. They will want to be in a relationship with you and they will refer you to others.
  • Nobody is going to buy from you because you have a quota to fill.
  • They will buy from you only because they believe that they will be better off by doing so than by not.
  • People don’t buy from people they like; they buy from people they trust can solve their problems.
  • Bob defines “Benevolent Context” 

11:34  Can you briefly take us through the Five Laws of The Go-Giver Way so we understand? 

  • The 5 Laws are:
    • Value
    • Compensation
    • Influence
    • Authenticity 
    • Receptivity
  • Law of Value: Your true worth (in a business sense) is determined by how more you give in value than you take in payment.
    • Understand the difference between price and value. Price is a dollar figure. Value is the relative worth or desirability of something to the end use or beholder that they will willingly exchange money and be glad that they did, while you make a very healthy commission.
  • Law of Compensation: Your income is determined by how many people you serve and how well you serve them
    • The more people’s lives you touch with the exceptional value you provide, the more money with which you will be rewarded.
    • We don’t want to be selling on low price; we want to be selling on high value.
  • Law of Influence: Your influence is determined by how abundantly you place other people’s interest first.
    • When Bob says you should put everyone else’s interest first, he is not suggesting you become someone’s doormat or become a martyr. 
    • “You focused” or “we focused” as opposed to “I focused.”
  • Law of Authenticity: The most valuable gift you have to offer is yourself.
    • All the skills in the world are all for naught if you don’t come at it from your authentic core.
    • When you show up consistently as your authentic self, people feel good about you, they feel comfortable with you, they feel safe with you. 
  • Law of Receptivity: The key to effective giving is to stay open to receiving.
    • We breathe out (giving of value), and we breathe in (receiving prosperity).
    • Giving and receiving are not opposite concepts, they are simply 2 sides of the very same coin and they work in tandem with each other.
    • Remember, the giving of value comes first.
    • When you first open a bank account you make deposits first before you receive an interest payment.
    • Money is simply an echo of value.

19:28  What is this Golden Rule of Sales you are always talking about?

  • All things being equal, or close to equal, people will do business with and refer business to those people they know, like and trust.
    • They have to know of you or know you personally.
    • Like is important, but not the end all be all. We will still do business with people we don’t like.
    • The most important part is trust. We live in a low-trust society.
    • We live in the “post-trust Era”.

23:12 What’s the biggest fear of most salespeople in terms of mindset? And how might they overcome this fear?

  • Running out of new people/leads to present to.
  • Sales people is a “no” business. More people tell us no than yes.
  • Every time someone tells a salesperson no, they feel as though they are one step closer to being out of business.
  • Creating prospective customers, clients and referral sources is key to overcoming this fear.
  • When we present to someone we need to have enough “emotional posture” that we don’t come across as desperate or needing that other person too much. 

27:02  Objections continue to be a main source of anxiety for so many salespeople regardless of how many books there have been written specifically on this subject. So why does this continue to be such a big problem for so many salespeople?

    • Typically an objection that is stated by a prospect is not the core root, the core issue. It is simply the verbal manifestation of what’s really going on in their mind.
    • So when they say that the price is too high, it’s not that the price is too high, it’s that they see a disparity between the price you are asking and the perceived value.

  • You can have the perfect response to “your price is too high”…that's fine. But you are giving the perfect response to the wrong objection.

30:00  You say there’s a false statement about objections that most salespeople tend to accept, as a fact, but you say it just isn’t so, can you elaborate on that?  

  • Sales people need to be careful not to accept the prospect’s surface answer as the real underlying answer.  
  • Bob always likes to provide an out or a backdoor when first responding to an objection.
  • Bob explains the Alfred Hitchcock term “MacGuffin” – the MacGuffin is the object around which a movie revolves; it’s never really the most important part. In sales the MacGuffin can be “the price is too high.” 
  • If a prospect says the price is too high, you can respond with something like: “well that’s certainly something to consider. If I may ask though, what kind of results would you need to see in order to justify that kind of price?”
  • The law of the out or backdoor simply states: the bigger the out or backdoor you give someone to take, the less they feel the need. Why? Because you are removing the sales pressure.
  • One goal: to provide immense value to the prospect.

34:00   Closing is always such a big topic amongst salespeople. And for years — especially in the old days of selling — the closers were the ones that company’s always wanted to hire, now you're saying things are different, tell us why? 

  • It’s not that you don’t have to ask for the order today. Sure you do.
  • But the sale is no longer about the close like it used to be. 
  • If you’ve done proper discovery and have asked the right questions, now the close is simply asking them to take action on something they’ve already told you they want to do. And more importantly, they’ve told/sold themselves.
  • Old-School “AIDA” model of selling (Attention, Interest, Desire, Action)
    • (10%) Build the relationship
    • (10%) Asking a few surface-level questions
    • (50%) Presentation
    • (30%) Closing

36:16   What’s the best way to handle a situation where you’re about to do a presentation and the prospect comes to the table in a very defensive manner. What question would you want to ask there that would allow the prospect to want to open up to you and engage?

  • Reset their frame. A frame is the foundation from which everything else proceeds. 
  • If you become argumentative, you are dead in the water.
  • Non-defensively listen to the prospect.
  • “You know Mary, while we’ve been able to help a lot of people with this ‘MacGuffin’, whether or not it is the right solution for you we simply can’t know without really digging deeper to find out if it is the answer to what you need. So please know our conversation is for both of us to determine that, and if it is great, if not, that’s okay too.”
  • Detaching yourself upfront causes them to open up.
  • “You know John, I’ve got this presentation here, we can go through all that if you’d like but I guess just to turn it back over to you, what would you like to discuss today so we can maybe focus on you and what you’re looking for?”

39:41 Salespeople are known for bad sales habits but there’s one in particular you say they must turn into a strength IF they’re going to maximize their potential. What is that habit?  And Why?

  • Realizing the sales is not about you and it’s not about the product.
  • Nobody cares about your product or how long your company has been in business.
  • You need to go from being a product push to a problem finder and a problem solver.

41:09 There’s a word that practically every salesperson uses that you say should be thrown away, lost, and never to be used again. What is it, and what does it do psychologically to the prospect when used?

  • The word is “pitch”.
  • If we believe we are out there to “pitch” the prospect, that’s often how it feels to them.

43:48  I can’t thank you enough for joining us here today. Do you have any final advice for our listeners? 

  • Sales is such a great profession. It is the motor for the free market, free enterprise system.
  • The Old English root of the word sell is “sellan” – which means “to give”.
  • When you are selling, you are giving.
  • What are you giving when you are selling? Time, attention, counsel, education, empathy, extraordinary value.

Where can our listeners learn more about you and your company so they can start learning these skills?

Killer Resources

  1. The New Model Of Selling: Learn from Jeremy Miner The Only Friction-Free, Persuasion Sales System Guaranteed To Increase Revenue.
  2. Join The Sales Revolution: If you’re ready to do sales differently, you’re in the right place. This community is for entrepreneurs and sales pros to connect, grow, + learn the new (and highly improved) connection-based way of selling. Get ready to toss out all that you’ve been taught about sales up to this point. It’s time for a revolution.

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