Jerry Acuff is currently rated as one of the top 3 sales experts in the world and was named one of the 50 Best Salespeople of all time on a list that includes Steve Jobs, Benjamin Franklin, and Warren Buffet. He is CEO and founder of DELTA POINT and is a Graduate of The Virginia Military Institute. He works with sales and marketing leaders to implement innovative ways to sell and market in today’s crowded marketplace. Their client list includes 18 of the top 100 companies in the world.

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. The most important thing you can do in selling is to be your authentic self.
  2. Selling is finding out what people want and helping them get it.
  3. The 3 most important Life Skills everyone needs to learn: (1) How to set and achieve “stretch goals,” (2) How to build a network, and (3) I don’t care what profession you are going into, you need to learn how to influence people.

Sponsors

VIRTUAL SALES TRAINING PROGRAM & PLATFORM: Our virtual training has helped thousands of people and companies turn-around sluggish sales. The mobile-enabled, innovative, flexible training is rooted in human behavioral psychology and provides easy-to-consume, on-demand training for sustainable results.

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: Stop Acting Like A Seller, Start Thinking Like A Buyer – with Jerry Acuff

3:37 Jerry says the problem today is that so many sales people have been taught the old way of selling and that's just not the way human beings want to be treated. 

3:59 When you learn techniques that work with human behavior, it makes selling so much easier and profitable.

4:37 Jerry differentiates conversations from sales calls. He says that when he talks with a customer, he doesn't even want it to have the appearance of a sales call.  He takes a different approach and tells the client that he is not sure that he can even help the prospect yet until he asks them some questions.  Once he asks the questions, the client will know whether he can help them or not, or they will get 40 minutes of their meeting back. 

5:55 Most prospects don't even know that they have a problem, or they may not know the extent of how bad that problem is, or how bad it could be, if they don't do anything about it.

6:03 Asking the right questions can help the prospect bring a problem they may have had in the back of their mind (subconscious) to the front of their mind (conscious) and it helps create urgency around solving this problem that you as a sales professional helped them discover. 

7:08 One of Jerry's early mentors taught him that the most important thing you can do in selling is to be your authentic self.

8:11 Fred Herman's definition of selling changed Jerry's life.

  • He said that selling is teaching and through every successful sale an education takes place, you learn something you didn't know before.  The best teachers (and sales people) make it fun, they make it interactive, they ask you questions, they make you think.
  • Selling is finding out what people want and then helping them get it.
  • Most people don't know what they want, but they think they do.
  • Our job as sales people is to get people to think about things in ways they haven't thought about before, if indeed they are genuine problems.
  • If what they want you don't have, you have no right to sell them what you do have.
  • It makes no sense for me to tell you how great my company is when I don't have a clue whether or not I can solve your problem.
  • There have been times when Jerry has informed his prospect that he didn't think he could help them.

10:15 This causes the prospect to look at you as the Trusted Authority as opposed to just another sales person who is trying to stuff your solution down their throat. Because that's how they view 99% of the other sales people calling on them.

10:48 Jerry mentors 4 division 1 college basketball coaches, just for fun, and he has been doing it for 15 years.

  • One thing Jerry teaches them about recruiting is that when a recruit asks them “why should I come to your college?” Your answer should be, “I'm not sure you should!” And he says if they follow his advice, they will be the only college coach in America saying that because everyone else is doing the opposite.
  • I wouldn't be in your living room if I didn't think you could benefit from coming to my school, but the real question should be is it the right fit. And I won't know that and you won't know that candidly, until we have a must more in depth discussion.

12:48 – How important is it for someone…anyone, they don't even have to be in sales right now…how important is it for them to be able to sell in today's competitive world?

  • It's a life skill we are not teaching enough in college
  • Regardless of whether you want to be a preacher or a plumber or beautician or whether you want to be a sales person, does having a diploma guarantee success? No, instead learning “life skills” will help ensure your success.
  • 3 Life Skills everyone should learn:
    • (1) How to set and achieve “stretch goals” and how to have the right mindset.
    • (2) How to build a network of people.
      • ReallyLinked app – every day it reminds you that you need to contact new people.
    • (3) I don't care what profession you are going into, you need to learn how to influence people.
  • Universal Truth – The mind doesn't work unless it's open.
  • Sales people inadvertently and unintentionally close people's minds.

20:19 Here's how you close

  • In the medical industry, don't give it to 10 patients.
  • People don't change what they believe until they change what they think.

21:40 – Words like might, maybe and possibly can have a positive impact in your selling.

What do you think are the biggest hangups when selling especially when sales people are first starting out?

  • Going to work for the wrong company
  • You should interview your prospective employer to determine if the company is right for you.
  • You want to work for a company who develops their people.
  • Having the wrong definition of selling.
  • Instead of focusing on making a sale you should focus on determining if there is even a sale to be made in the first place.

26:40 – Jeremy defines “hopeium”

  • When you are green you are growing, when you are ripe you are rotten – Continuous learning and development is key to becoming an elite sales professional, entrepreneur, coach, consultant, etc.

27:27 Statistics show that 86% of sales people ask the wrong questions.

27:59 Framework for how to build a great question – Intent, Content and Condition

  • Intent – Why are you asking the question?
  • Content – What do you want to know?
  • Condition – How are you asking the question so the prospect wants to answer, and answer truthfully?

28:30 Understanding is the foundation of selling. If you are going to exchange information with another person, 2 things need to be true:

  1. The person needs to believe that you are not biased.
  2. They have to believe that you understand them.

30:34 How has the consumer and selling changed in the last 10-20 years?

  • The Consumer is far more educated.
  • They can smell a traditional salesperson a mile away.
  • There is no substitute for authenticity.

34:21 The consumer will no longer be manipulated or pressured by pushy salespeople. 

34:40 What keeps most sales people from being great?

  • You will be whatever you resolve to be.
  • We all need good mentors. We need people around us who see the greatness in us that we sometimes don't see in ourselves.

39:44 What are a couple of habits that sales people need to do on a daily basis to get great at selling?

  • Activity – the right kind of activity. Planning is important.
  • Get up early, be excited and have a positive mindset.
  • Failure is not an option.
  • Be a consumer of new information.
  • Book summaries.
  • Watch Youtube videos.
  • Tiny tweaks create a big impact.
  • Is training something you did…or is training something that you do?
  • The average sales person spends less than $100 on training to get better in their profession.
  • It's all about dedicating time to your craft if you want to become great.

44:26 Questioning is the critical part of selling.

  • Questions are truth seeking missiles  – Paul Cherry

45:28 Final thoughts or advice for our listeners:

  • Study what successful people do.
  • Success is nothing but a set of skills.
  • Jerry created a virtual training program https://www.jerryacuffvt.com/ – use promo code “Acuff” for a significant discount.
  • 74% of everything you learn you forget inside of 30 days.
  • Most people are not willing to do what successful people are willing to do.
  • Buzz Williams – It's your drive and determination that will make you successful.

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.

Subscribe

Subscribe To Closers Are Losers Podcast