Follow US:

Practice English Speaking&Listening with: How to Sell Anything to Anybody (Keynote Presentation)

Difficulty: 0

My honor to introduce derek halpern to the stage

And we first came across derek halpern during a meeting with milker where he was teaching us the fine arts of reducing discounts

He pops up a video and pulled up YouTube and there was Derek telling us about

how to reduce discounts and it was great fantastic we said who is this guy

So when we were looking at speakers and things that we could do that were innovative and innovative types of people

Derek was the first on the list so

Derek is all about helping sales people make more sales

Forbes has named him as an expert on consumer psychology and

Inc has named him one to follow in 2015

So if you've ever done a youtube search on sales advice he would show up and many of you have probably already seen him

He's reached over five million

viewers and

I've got like 200 Facebook friends so in comparison. That's a big difference so

It's my privilege to introduce Derek Halpern to the stage there

What's up

It's kind of a tough spot to be standing between you and dinner

learning about an exotic trip and

A Great Gatsby party because I don't know about you. I'd rather save her champagne bottles than listen to another person speak after four days


What I think makes this even tougher is I suspect some of you aren't that friendly?

Yesterday I

Got to LA walked in the hotel saw April

April said oh you're here. Just in time. We're having lunch. Why don't you go out get some food and meet some of the reps?


so I walk outside I walk up to the first table that I see I see four empty chairs and

I asked this this nice man to my right. It's the DJ. I

Asked him hey is anyone sitting here. Do you mind if I sit here? He kind of looks up slowly?


All right, maybe it's gnar like that it was more like

Huh, I guess he didn't want me to sit next to him so I walked away

It turned out he didn't know I was speaking today, and I really don't blame him I

was wearing a black t-shirt and black sweatpants and

I didn't have a badge around my neck for all he knew I was trying to scam a free lunch

so I understand why he did that and

as salespeople

We kind of all understand this type of reaction I mean

Have you ever walked into a dental office?

Introduce yourself and the office managers snarled at you say yes


That's probably where he learned how to do that snarl actually

So I understand why he did that?

But as salespeople

We need to push through that first reaction

We need to turn someone who is being a little bit difficult

Into someone who will eventually give us some money for something

We need to turn a difficult prospect into a raving

Customer and that's what we're gonna talk about today

The side liners how to turn difficult prospects into raving customers

So let's get started

Imagine that this is a book about

dental implants now imagine on your next sales call

You walk into the dentist's office

prepared for a one on one

But you get stifled by the gatekeeper so you leave the booklet behind has this happened yes, yes

but now

Let's imagine that a few hours later

You get a phone call it's the surgeon on the line and she

wants the place of

$50,000 order

The first question is is what's in that booklet? How did this turn this difficult prospect?

into a raving customer and

How did it happen without ever talking to that person?

Without doing anything other than just leaving the booklet

This sounds like a weird scenario has this ever happened to you. No, right

almost never

But this is exactly how I learned how to sell and it's how I sell the stuff that I sell today

Just to walk you through it quickly

Here's a little bit of insight into my business

People will go to my website, and I will ask them to sign up to a newsletter

And I'll try to give them something like a free ebook in

exchange for signing up to my newsletter

I'll then send them valuable content like a blog post or video

There similar to the video that they used to find me in the first place

And I'll maybe send them some more videos, and then eventually

After a few weeks, I'll ask them to buy something

Now how do I ask them to buy something? I'm not calling them up. I'm sending them to a page that

It's about 30 pages long

So I'll get you on my mailing list

I'll send you free videos and content, then eventually I'm going to ask you to read a 30-page long page

That's how all my sales get generated a lot of people think

Well who reads that much and I always tell them

Only the buyers the people who want to buy this the people who you're talking to but


While it works really well you have to be very strategic about it and don't get me wrong

It works really well every single day of the week this happens people opt into a newsletter

They get free content over the course of a few weeks

And I ask them to buy something and this is like an example

This is from a week ago when I was putting this slide together. Just a random day of sales of twelve thousand dollars came in

Automatically just by sending these people to these long pages

Using this like magic booklet to convert a difficult prospect into a customer

Now you're probably wondering well first. You don't sell things on the Internet, so what does this have to do with you?

Well the same process I use

to sell stuff online

can also be used to make each and every one of you a better salesperson and

Maybe you'll even create that dental booklet one day that closes the sale for you, so you don't have to

Now I want to share more about that in a second first. I want to introduce myself a little bit. I'm Derek Halpern

I'm the founder of social triggers, and I started this company about three years ago when I grew it to a multi-million dollar company

I'm not sharing this to brag

I'm just showing you that I know how to sell and that's what I've been doing for the last by eight years of my life

And how do I do this I leverage the proven sales principles? I'm going to share today

Plus I also create a bunch of YouTube videos. This is how I get people's attention

It's how I got April's attention, and I think it was melting who found my first video and shared it around with everyone

There's a video about why I think discounting is for idiots

And this is the video that they shared then that's why I'm here speaking today

Just to give you some numbers


175,000 people subscribe to my newsletter and even though, and I've reached over 5 million people and my original bio is 2.5 million

But I checked this morning. It was more than 5 million and

Here's what I've discovered. I can tell you one thing for certain. I've got

63 thousand fans on Facebook which is 10,000 more than Nobel biocare?

No one I can tell you this is does not correlate to how much money you make

Cuz if I was making no Abell money

I would have a gold chain with the golden statue out of myself hanging from my neck right now

But the bottom line is I'm sales guy, and I live and die by my ability to persuade people to give me money now

When you sell you probably hear things like

why should I buy this from you when I could find the same thing for cheaper have you heard this before say yes or

Maybe I don't need this right now

I already use something similar, and it works yes, yes

How do I know I can trust you and your company if you heard this before?

yes, I

Heard something bad about your products, and I'll never use them

Whether or not. It's true

There's always someone that's gonna try and rain on your product parade right

What are some other examples does anyone else have any other examples of things they've heard or?

Reasons why people don't buy shoot your hand up

That guy in the back

Right there in the yellow. I think or on my blinds

No I

Mean we've all got it the list goes on whether its price we're too expensive

Yeah, or just like what you said. There's you know that we wouldn't get the same thing for cheaper

Uh-huh or it's you know I'm upset about a past experience of course there's another one that

Way I don't like you I hear that all the time we're gonna get some closer a minute I

Don't want to switch right now retiring soon anyway

So sorry I didn't hear you. I'm retiring soon anyway. I'm retiring soon anyway

It's like it's an excuse to not learn how to do your job better almost very interesting


While some we can make fun of these comments. We can laugh about them and

We know they're not true

Just because they say them doesn't mean it's true and just because they believe them doesn't mean it's true

And it's our job to try and convince these people otherwise

But in what I do, I almost never hear that

All I get is something like 700 people visit my website and seven people bought six hundred and ninety three people didn't

They have an objection. I don't hear it if they have any questions

They'll just answer it themselves and X out my website, and they'll never come back. I don't get to have that interaction

So now how can my experience with selling which is

almost seemingly totally different from yours

How can this help you be a better salesperson?

Well, this is the system that I use

but before I build this I

take the time to research my customer and

My goal is to know him better than he knows himself

my goal is if I ever sat down with one of my prospects and they're considering to purchase one of my products I

Literally want to be able to talk to that person and know all their answers that they're gonna say

before they even start to say it and

In what I do, it's essential that I do this because I don't get to have that conversation

I can't answer anything on the fly I

have to know what they're wondering before it happens I

Have to know their hopes their dreams their fears, and what their objections are

If I don't do this, I'm never gonna make any sales and today. I want to show you

What I discovered about why people buy and?

What I discovered about why people don't buy and as you'll soon see it applies to everyone?

Now there are three types of people who you will encounter when you're selling and

To really bring this to life, I want to show you some examples

Here's one type of person you will encounter so reply to an email

someone saw me speak at a conference and they were like oh you're just as bitey in real life if I ask this person to

Buy something I'm going to get them to buy it this can be very easy that person is a buyer

The second type of person you'll encounter are people like this

I spoke at this event called social media marketing world that person loved my presentation

This person was also in the audience and she decided to give me some feedback

After hearing him speak. I thought he was arrogant and an elitist basically, and I'm sad to see his true colors

She hates me if I ever ask this person to buy anything. There's no way I can convince them to give me money ever

so there's two people the buyers the non buyers, and there's a third type of person a person that I call a

Side liner as you can see here's what they said I hate to admit it

But I was a little skeptical of you when I first started following your blog. I almost removed myself from your list

It's a side liner

But I gave you a shot and now I realize that I actually like you. I turned a side liner into a buyer


This is an interesting idea because the side liners are the difficult prospects

But if you know how to talk to them the right way

You can turn them into one of your best customers

They're the difficult prospects that you could turn into your best customers

There are some people you will never win with and you all know better to just stop talking to that person maybe

You'll contact him every few months

Just in case they had to change a heart or maybe you're hoping that they had a bad experience with another company

But you know deep down that person is never gonna deal with you, and you try not to waste your time

That's the instant non buyer

Then there's the people who already know you already like you all their friends

Already like you and you know that person is gonna be very easy to persuade to buy

But you're gonna find that most people you encounter are gonna. Be these side liners

the people who

Need a little push

Before they're ready to give you money

Now as I said?

There's the three type of people the instant non buyers, and I always view all sales on a chart that I call the yes line

The closer you are to the yes line the more likely you are to buy

The further you are from the yes line the less like you are to buy

The instant bought nine buyers are obviously way below the yes line the instant buyers are very close to it the side liners are right

In the middle these are the people you can convert if you put your mind to it so meet mister doctor nice hair

He currently places a hundred implants each year, and he stops his inventory with a low-priced competitor

Now obviously, it's gonna take some work for you to convince him to spend more money on your implants

But you know that this type of competitive conversion could happen if you talk to him to the right way you start

Explaining the difference we like I think it's chair time

And how that could lead to more chair time on lower quality stuff or whatnot you know you can get if you persist

Here's another example doctor a little bit of hair

He places 75 implants each year

But after talking to him you realize his smallest one is a 3.4. And you have a 3.0

So you might offer him that point-o as a way to get your foot in the door?

But here's someone else that you know that you could potentially turn him from the sidelines to a buyer with some work which

wits with some follow up with some more information and

the third type of person

Will be dr. Lots of hair she places no implants each year, but she wants to start

Again, she might not know the difference between a low-cost provider and a high-cost provider

But these are the people that you might be encountering when you start selling

Now the goal is is to make sure that

When you're prospecting and when you're trying to make these sales

The goal is to make sure you're spending all of your time on

people who are


Side liners not Pete you don't want to chase down someone who's never gonna buy I always hear that expression you really

He's so good at selling. He can sell ice to an Eskimo you heard that before yes

Why would you want to do that? I want to sell him heat?

He's a lot easier to sell that guy heat than ice or like I want to sell someone who's drowning some oxygen

That's the guy I want to sell to it's just a lot easier

So you want to make sure in your prospecting you're focusing on selling people what they already want

Now they may not realize they want it yet, but you definitely don't want to trick them into wanting something

They don't want because then they're gonna be unhappy with you

They're gonna talk bad about you, and I guess when I did some pre-work before this conference

I spoke to some territory reps and managers I

Guess all surgeons talk, so you don't want them talking badly about you

Before you even get your foot in the door

Now this is why you do want to focus on these side liners the people who will buy

Because the instant buyers will buy the instant non buyers will never buy the side liners are the people who could buy should buy

But haven't bought yet

Now let's go a little bit deeper

What stop these side liners from buying from you?

Now we kind of went through some of the objections that people have to your products price

Cheaper competitive they're already using someone else and it's working just fine. Why should I fix what's not broken?

we already went through these ideas of what stops people from buying from you, but I

wasn't happy

With those as the only reasons

And the reason why I wasn't happy is because we all know that when someone says something like it's price

There might be something else going on

Maybe they're scared of change

Have you seen this before people were scared of change like the people who?

Don't you know I'm retiring in a few years. Why should I learn something new?

We know there's some deep-seated psychological fears here

and it's not as simple as what they're telling us that face value and

as sales reps

It's up to you to figure out what that is?

Do you all do this yes? Yes?

now after analyzing 17 industries I

discovered that there are four Universal reasons why people don't buy and

I call these reasons the side liners the first one is the indifference

The second is the skeptic the third is the warrior and the fourth is the procrastinator these are the universal reasons?

Why people are trying to not give you money? If you think they should?

Let's go into a little bit more detail on

How these people come to these decisions and then provide you with the tools you need to overcome them

What's artheon different have you ever been on a sales call thinking it would be a perfect fit you

Know they can benefit from what you're offering them

But they're just not seeing it the way you're seeing it has this happened say yes, yes

the indifferent side liners

Aren't buying because they're thinking do I really need this

Or do I even have a problem right now?

Why fix what isn't broken or does this really matter to me?

They might even say something like nobody's ever asked me for an implant before why should I start offering them?

The indifferent doesn't have to remain indifferent

So here's what you have to do if you want to find someone who is indifferent about your products

You want to find something they do care about and then show them how?

What you sell can help them with what they already care about?

It sounds simple, but let me

Give you an example in this hundred-year-old book by Robert Collier

He's a direct mail advertiser if you're ever wanting to learn how to sell studying those dudes from a hundred years ago that?

Got their chops selling by sending people spam mail is a good place to start so if they can convince people to buy you know

Anyone can convince anyone to buy anything?

he talked about this book called the book of etiquette and

When this book was first released in the early 1900's it?

Never sold, no one bought it. No one was going to the store and buying the book of etiquette

Then one day this guy Nelson doubleday bought the rights to the book of etiquette

And he was able to sell a million copies of it

How did he do that how did he take a book that never sold ever it was a dud it was so bad that

The publisher wanted to sell the rights to Nelson immediately

And then as soon as Nelson got his hands on this book she sold a million copies of it

What do you think he did does anyone have any ideas?

Change the cover copy you said or cover

Change the cover

That could be one thing as well

Change the name

These are all things if you change the cover change the name that it could help impact sales because

People buy things based on first impression, just like I got judged at the lunch table because of my sweatpants

People judge books based on book covers. It makes sense, but let me tell you what he did

Instead of telling people here's how to learn the book of etiquette. He told a story in

Direct Mail advertisements that said things like why I cried after the ceremony or

Why they all laughed at me or why she blushed with shame?

The same book how to be proper

He sold by appeal by appealing to people's

deep-seated need

To be liked by their peer groups

The same book went from not selling to selling a million copies and all he did was

Appeal to people's desire to avoid embarrassment

It's kind of interesting how you can turn some a product, that's not selling it all

into one of the best-selling books of that

Time just by changing how you present this book to people?

And the bottom line is

No one wakes up and thinks

Look. I never woke up in the morning and was like hey. I need to get some etiquette in my life

Like I can't remember the last time I ever thought of that ever

But people do worry about being made fun of when you appeal to that innate desire

You can get people to buy and

That's what Doubleday did he made the indifferent who previously didn't care about a book

He made that indifferent person care by changing how he spoke about the book

Let's take it back to dr. Nice hair he uses low-cost implants. He cares about money obviously

Talking science and innovation with him is

Hopeless you can give him

3500 research studies showing how great your product is this guy does not care his haircuts are expensive?

You got to talk money with him to win him over

Now a lot of people and it's not just newer reps that do this I even make this mistake, too

Sometimes we think just because we care about it. They should care about it too and

If you've ever been in an argument with your significant other I know

You've been through this exact same situation

Just because you care in the room doesn't mean the person you're talking to cares

And you want to make sure you're talking to what they care about he likes money talk money

Doctor a little bit of hair has never placed a 3.0. You have a 3.0. He likes money

Well 3.0 is a new income stream. He likes quality of care 3.0. Solves a problem. He currently can't solve

there's different ways to present the products you have to people and

Make sure you're appealing not to here's how great our product is

Here's how great the titanium alloy is for our implants, but instead you're appealing to what he cares about I?

Interviewed about six territory reps before I came here and about a week ago

And I was talking to a Scott Lynch, and I'll have this up later in the presentation, but I was talking to Scott Lynch

And I asked him how did she convince people who would be?

Indifferent or people who don't want to buy ass

and how he would convince them to buy or how would he convinced him to switch from a low-cost implant to a high-cost implant and

he gave a very interesting quote to me and

he said I

Want to find out what he cares about if he has a daughter as an example

I would say you wouldn't send your daughter to college and a beater car

Would you what if she got broken down on the side of the road?

you wouldn't be able to sleep at night and

He said he likes to use these unrelated metaphors as a way to get these people

Thinking about treating their patients better

This is something that you should be doing as well

Now let's go with dr. Lots of hair the same applies

Never talk about what you sell don't talk about all the research and innovation or anything like that

Unless they ask for it if they ask you

Well, how do I know that?

This is a proven implant. That's when you can pull out the riche research and provide it to them

But you don't want to lead with it

And if I were you I would never even take it out of your bag

Unless they specifically asked for it because have you ever tried to read a research paper before

This is what I do for a living. It's boring

It's like the worst thing in the world

Let's keep going

When you find what people care about?

You have to use this knowledge as a way to get people to want to buy and I want to share this experiment with you

Three researchers ran an experiment. They asked mock hotel owners

to create an advertisement for their hotel


They let these mock hotel owners know that they have a five-star pool and a three-star restaurant, and they asked them

What would you like to feature in this ad Heisman?

Does anyone have any ideas?

What would you put in this ad raise your hand if you want to try and take a guess?

Would you put the hope would you put the pool the restaurant would you put both of them?

Say again models in the pool

Good that's perfect, but you'd feature the pool and the food you feature both turns out in this research. They asked hundreds of people

72% of people chose the feature both the hotel and the pool in the ad

But here's where things got very interesting

They asked mock customers how much they would pay for a night stay at this hotel

When they saw an ad just for a five star pool they offered twenty six percent more money

Wait a second they see an ad for a hotel

One ad has a five star pool in a three star restaurant the other ad has just a five star pool

They're willing to pay more to just stay at a place that has a five star pool

That doesn't make any sense I mean a five star pool two three-star restaurants better

I mean you don't want to go to someplace as a pool with no food

But it turns out people are willing to pay

More for a hotel that only features a five star pool in a three-star restaurant

Why is that why does that happen?

Well when people see a five star pool in an advertisement, they make assumptions about the rest of the hotel

One of the assumptions, they assume is if it's a five star pool. It's probably got good food, too

But when you feature both of the five star pool and the three-star restaurant they start to average out

How good the hotel is and say well?

Maybe it's not as good as I thought because the food's not that good and they're willing to pay less

Now how does this apply to what you guys are selling?

most salespeople

when they walk into the room they try to

Show off all the great features and benefits of their product, and how this product is going to change people's lives

They want to talk about everything they want to say I want to give them everything

They can so there's no reason why they could say no

but it turns out if you offer too many things and

Especially if you've offered too many things that the person you're talking to doesn't already care about

They're going to discount the importance of the thing you're offering them that they do care about

So once you find that thing that people care about what do you find what makes the indifferent care?

Don't overwhelm him with features and benefits and all these different things

You want to find the one thing he cares about and then you want to focus on that completely nothing else

Until he asks for more information you

want to drill down in that hot button and

Make him care about what you believe you can deliver to him

The second side liner is known as the skeptic now

This I believe is probably one of the more common side liners it being different

If I was in your shoes I would imagine the general practitioners that don't place any implants

Those are the indifferent people right now, and they're the small accounts

They're the people that you don't want to necessarily

Go after too much because it might piss off a surgeon or something like that, but you want to go after them

But they might be more indifferent if you're talking to the surgeons are the periodontists

They might be a little bit more skeptical and what is it skeptic?

How are they different from being different the skeptic doesn't ask so what or why does this matter?

The reason skeptics don't buy is because they're putting a magnifying glass on you

Your business and your products they want to know more about what you're offering them, and they're there

to act as if that what you're offering them is not as good as what you're presenting it as

Have you dealt with skeptics surgeons skeptics yes, yes

They'll say. Who are you? Why should I trust you?

And I believe what you're telling me. How do I know this research is real? You'll tell them

It's peer-reviewed

And they'll say well isn't there a board of people that you can buy, and I'll just go back and forth between all this stuff

Now I talk about psychology research a lot in what I do, and I encounter skeptics a lot

People always ask me. Well. Do you have a PhD in psychology?

And the answer is no I don't

Don't have a PhD in psychology. I actually majored in Shakespeare, which is completely unrelated to psychology

And I tell them that right off the bat. I don't have a PhD in psychology, but here's a deal

I leave the rigorous psychological research to people with masters and PhDs instead I

Specialize in figuring out how this research?

applies to business owners in the real world they can they conduct the stuff in a lab I

conducted on real business and

This usually a lays the skeptics fears or problems with you immediately

Now do you see what I did here

Even though it might seem like common sense

What's really happening is when you know something is is going to be skeptical

You don't want to try and argue with them about it

Because that's just gonna make them more skeptical if they say hey, I don't believe you said oh

You should believe me you're gonna be back and forth and you're gonna get nowhere

However if you come up and just say you're right. I don't have a PhD or you're right

I don't know how they picked the board on that Reese or that peer review board or whatnot?

It makes them fall into

This idea that they're talking to someone who might be similar to them

You're not an adversary because you're agreeing with them

Now let's talk about dr. Nice hair

He uses low-cost implants to persuade him you need to figure out why he's using those implants

Is he skeptical that?

high-cost implants

Aren't really better quality have you ever encountered that with your due with a low-cost implant user and they'll be like well

I've looked at both the low-cost ones in the high cost ones. I just don't see the difference yes


Well if that's the case I wouldn't argue with him about the quality of your implants

Don't try to tell him look you're you're wrong right don't say he's wrong

Because he's not gonna listen to anything else you say after that

He's gonna get defensive

Instead you reframe. It first you might want to start with a story and

This is a story again that one of the territory reps shared with me

Well doctor a little bit of hair started using noble bio care. He went with a low-cost provider and

1.5 years later people had complaints about screws loosening

I'm not sure what happened there, but I also heard the same thing happened with dr. Lots of hair

How long have you used your provider?

If you notice what's happening you're not saying that your implants are low quality because he's not going to admit to that

Instead you're just saying hey. I have someone else who used this they had a problem

I know someone else who used it. They had a problem

How long have you been doing this for and it seems like you're not trying to argue with him you're just trying to help

You're trying to figure out. Why is he different than the people you already know?

Now I know a lot of you have these stories of these people

When you bring these stories up to a skeptic

It's always very important to try and name the doctor if you're allowed to do so

Because if you put a real name attached to it

They're more likely to think it's a real story if you just go in there and say oh well

I know all these other people that are having problems

that sounds like you're full of it if

You say this doctor had this problem and this doctor had this problem and this doctor had this problem

You're not how I got to know why what are you doing different?

And you can go in there act curious to try and figure out what's happening, and he's gonna at that point

try and

Understand what's different as well or come to the conclusion that maybe these implants aren't as good as what he thought they were


if this isn't working and

You're still not getting through to him

Don't belabor the point

Don't try to argue with him don't try to show him more stories if it's not working

And it doesn't work after one story or one comment or one thing

Maybe give it two minutes if it's not working you need to switch gears immediately and find something else to talk about

Now I'm not saying you ever agree with him and say alright

maybe your implants are the same quality, but you need to switch gears because

Arguing kills the sale and don't do it

Now when I first started got when I first started selling

You know as loves sales people are type a people we tend to think we know it all this is comes with the job and

I would think that I can just argue people into submission and let me tell you it just never works

It never works

Because arguing kills sales don't do it anymore

Let's keep going we talked about being different we talked about the skeptic the third side liner is the warrior

Now the Warriors a little bit different than the skeptic, but what is that difference?

Well while the skeptic questions you the warrior questions themselves?

They often lack the confidence in themselves, and you need to provide that confidence


You might hear these warriors say things along the lines of well that works for them, but it won't work for me or

Maybe they say I'm not sure if I can pull this off. I don't know if I have enough time left

I've been doing it this way for so many years. I'm not sure I can learn something new at this point in my career

Will I feel stupid after I buy this?

I've asked myself that question before pretty much every purchase of that made

Tony Robbins has a really good quote, and I really like this quote

The only thing keeping you from getting what you want are the stories you're telling

Yourself about why you can't have it and the Warriors are experts at telling themselves these stories

Now when you start to hear these stories

You can then we pull back a little bit and realize you're not dealing with an indifferent person anymore they already care about it

You're not dealing with a skeptic person anymore. They already kind of trust the situation now you're dealing with a confidence issue

Now have you ever dealt with anyone?

Who was a little bit shy?

or someone who lacks confidence

Have you ever walked up to them saying? Hey just be confident man does that ever work?

No, or just put yourself out there

This doesn't work, so you can't tell a warrior. Don't worry

That's never gonna make them not worry

instead you need to focus on the specific thing that is stressing them out and

You need to show them why they shouldn't be stressed about it

Let's take it to dr. Lots of hair

There's no way I could start placing implants. I'm too inexperienced, and I've never done it before you

Could say something along the lines of well doctor nice hair thought that what's interesting is that he didn't start placing?

Implants instead he created abutments and crowns. He dipped his toes in and now it's 30% of his business

Also, did you know that we have training classes that we offer we have one coming up. Why don't you come as my guest?

To just see what it's like no commitment just come check it out. If you feel like you're still concerned about doing this

No problem

Come as my guest

See what it's like

What's happening here when you're dealing with the warrior your goal is to

Encourage them to dip their toes into the water

Forget the sale if someone is worrying about the product and worrying about their confidence to deliver what you're saying they can deliver

Stop asking them for money

Instead you want to get them to say yes to something else and preferably something smaller like a class I

Was doing with a friend that had a

They're a little bit. Shy

Dead problems meeting new people

Dead problems talking to strangers if they met someone new they would stutter a little bit

And I was trying to help them break through this shyness or this confidence issue

So one of the things I remember doing and it worked like a charm

we were

we where we had some store something like fast food plays like a juice place or something we walk up and

we're like at the we're at the register, and I was like hey just

He's mentioning the girl was cute. It's like hey

just tell her how come it's not free today and say it like as loud as obnoxious as you can and

He's like oh, no. I'm never gonna do that she's you know they're gonna get insulted, so I went up

I said well, how come it's not free today, and you just make a dumb face almost everyone laughs

I've never said that to someone that I was supposed to pay and have them not laugh

He saw that happen she laughed we went to another place

He did it and that was the first step for him for talking to random people and now he talks to people all the time

But the goal was he was worried about looking like an idiot

So the goal is to say something look like an idiot and eventually you're not gonna worry anymore

Especially if there's no stakes on the whole thing so it works for selling it works for coffins works for everything

Let's keep going to the next type of side liner

Did the indifferent the skeptic the warrior the

Next side liner, and I'm sure you're all familiar with this side liner is the procrastinator

the people who keep telling you oh

I'm gonna get this one day, and then just keep keep you on the line and like deep down

I don't know about you

I kind of hate procrastinators because I feel like I'm wasting my time and then six months go by

Nine months go by you know at this point this guy is never gonna buy anything

But he keeps telling you he's gonna buy next month, and you keep doing

Because you don't want to lose the sale you want to be a good salesperson or whatnot

Here's the issue with the procrastinator

There's a reason why they're not pulling the trigger and they're gonna keep telling you they're gonna do it. They're never gonna do it

You have to first find out what that reason is even though. They're gonna say things like do I need this now or

Can I?

wait and see if something better comes along or will I feel stupid later for buying this the

Procrastinator actually has a little bit of every sideline or within them

They're procrastinating for a reason because if they 100% trusted you 100% trusted themselves

100% believed

That what they were buying was going to impact their business helped them sell more

implants or whatnot help boost their bottle if they believe this

There's no logical reason why they should say no

There's an emotional reason though, and you need to find out what that reason is

You need to figure out the fear that's holding them back, and then you need to allay that fear

Maybe you're talking to a general practitioner, and I was talking to again about six reps

And they said that general practitioners tend to be a lot more price sensitive than oral surgeons

So if

You know this to be true, and you present the cost

What did you do after you present the class now. I don't know if you guys offer

Money-back guarantees or trial runs or payment plans or whatnot?

But if you know cost is the issue and it's not that they're cheap because they don't want to give you money

But maybe they just don't have the money to give you right now if you know that's the issue

you need to stop what you're doing and

figure out how to show them that this makes sense and

provide them with options and reasons why

The cost is a non-issue. I sell downloadable training products and downloadable software products

This is what I do for my business

Right after I announce the price of my thing and they're not cheap some of these courses are two thousand three thousand dollars

But right after I announced that I always then quickly show them right off the bat. I've got a rock-solid

30-day guarantee you can try the product for 30 days risk-free if you feel like you don't get 10x the value from the training

Email the support team before the 31st day, and you'll get a full refund

It's really that simple, I'm just encouraging them not to buy it

But instead to try it and I use try on purpose

There's another research study where some conversion tests were done online because even though we can't

Hear what people saying they don't give us reasons why they're not buying we can do cool things like showing

500 people one page and showing a different 500 people a different page and we can start changing micro changing words

To see what's actually making people pull the trigger and they found that when you're asking people to give you money that

Hurts people want to spend money, so we don't ask them to buy anything instead we say try on purpose

Why don't you try this out I?

have a friend and I'm I

Think he's crazy for doing this

but he does it he sells an expensive piece of software to small businesses and

He says you could try it today, and if you don't fall in love with it in 90 days

We'll give you twice your money back


Listen the risk-averse person to me thinks he's nuts

Because I just think that people are gonna buy it and then just get 100% return on their money in three months he

Sold thousands and thousands of copies of this software to

Date he's had only five people take him up on this double your money back

But what's interesting is she?

Tried it out it

Helped move that procrastinator who's worried about price and risk into buying and he's made significantly more sales because of it

Now I'm not saying you guys need to do something like this or something this crazy

But it might be something worth testing it might be something worth

Saying if you don't have something like this you can say I want to try this out for the next 30 customers

and then only offer it to 30 people and that's it so you can limit your risk and

then see what happens after 90 days if

You notice that nobody takes you up on it. Maybe this is something worth pursuing and scaling up to 60 people

These are the things you have to think about things that don't make sense or think we're seeing crazy

Actually rarely bite you in the in the ass I

Have one friend that offers a one year guarantee

This to me is also ridiculous because we found something who's very interesting about one-year guarantees and this is why I'll never offer them

Every year about a week and a half before Christmas

everyone refunds

there's a spike in refunds literally a week and a half before Christmas all the time and

That's because people are trying to buy Christmas gifts, and they're like

oh, they're viewing you as a bank and some people take advantage, but again you can run these tests you can see if it's

Generating more sales than you're losing and you can keep going

Another way to get a procrastinator to buy if you don't want to go the cost route is

To give them a small win give them a taste of what they're gonna achieve

when they stop procrastinating I

had a tooth that was a little wonky and at one appointment my

Dentist said we can fix that and make it look perfect

And I went through the whole

Stages of skepticism do I really need this can he really?

Deliver this what if it doesn't what if I don't like the way it were looks

What if I start stuttering all this weird stuff and he was like well I could just show you

how to how this tooth is going to look and he like applied this like magic putty to my tooth and

Showed me what the tooth is gonna look like and took a picture and I was like oh, I guess great

We scheduled that we scheduled that uh

That tooth procedure cuz he showed me he gave me a small

He showed me what the tooth was gonna look like after I did it and sold me right on the spot

cuz small wins convert

Now how does the information?

That I just shared with you

Help me create this booklet

When most people sell products they focus on their product they focus on the research they focus on the history of their company

Actually, you probably all have booklets, and if you open these booklets up. It's probably talking about how great your products are right?

I'll just go through the features. Here's this feature here's this feature goes through the product product product product product

when I sell products I don't even introduce the product I

Introduce the product later in those booklets I

Want to address all of the side liners first before I ask people to buy

So when I'm writing this sales copy. I'm not saying hey. Here's my new thing buy it

I'm not even saying. There is a new thing. I'm trying to connect first, and I want to give you an example

This is from one of my software products called zippy courses

Just to give you just a quick example it starts off with hey

I'm Derek Halpern the founder of social triggers and one of the biggest problems

I had in my business was this

How can I create my course and then deliver it to my students without headaches that come with setting up software and technology?

Now in my business one of the main reasons why people wouldn't buy was because they're worried about technology

And I addressed that in the firt in the first sentence. I then keep going in short. I had a course

I just wanted a piece of software that would allow me to sell and protect it without messing with

Software without messing with PHP without headaches, I just wanted to create

My course sell it and then start working with my students sound familiar at this point

I'm getting their attention by speaking to

Their innate side liners that are preventing them from wanting to buy

These people are entrepreneurs or teachers and many of them have online training courses

they want to sell and

I've done my research in advance about these side liners about these people and

I figured out what their hopes their dreams their fears are and I'm addressing those in my copy first

Before I even mention the fact that I'm selling anything

And it just keeps going it turns out

Me you and everyone else has these same fears and problems and the existing software in the market was either a too

Expensive or be too hard to use and that's why I parted with a world-class developer and it goes on

now I want to show you one thing I did here because I think this is something that you can start doing I

Immediately disqualified all my competitors by saying they're either more expensive or too hard to use

Its kind of true

but maybe it's a little bit more on the gray line I

Believe my software is easier to use which is why I created it, but I'm sitting there. I'm addressing these concerns

I'm making them realize that they might not have any other options available to them and this is the only option that they have and

This page goes on for 15 pages

15 pages I'm getting I'm asking people to read before I finally say hey by the way

introducing zippy courses you can buy this software I

Start by talking to people's emotions first, then I ask them to buy

now many of you do this by default when you're doing that one-on-one and

You're trying to find their hot buttons and you're trying to press those hot buns so you can make sure they're gonna get the sale


It just goes to show you that you can do it on paper, too

If you do the research first and one of the things I was hoping that

You would all take away from this presentation today is to know that no matter what sales

Call you're going on

the person you're talking to is going to be just like everybody else you've already talked to if

You go in there knowing that there are indifferent people. You know they're warriors. You know they're skeptics

You know they're procrastinators when you spot that into conversation

you need to address or change the way you're talking to that person as

So you start speaking their language?

So you start appealing to the things that they want most?


When you do do this when you know why people don't buy it actually gives you the opportunity to

Bring up a question that they might ask

before they ask it and

This is really important to do because if they ask the question

They're on the you know

They're being the aggressor and there you have to prove yourself to them

But if you raise the question before they even ask it they start to view you as someone that they can trust

Because they see that you're being honest with them

They see that you truly understand them as a customer

they don't view you as a salesperson at that point they start viewing you as a friends and

That's what most of us try to do when we're selling

We don't want to go in there and have people feel like we're just trying to get money from them

You want them to trust us if you start raising these questions before they have them

And you spot which sidelines you're talking to before they raise the questions, it's gonna be great

That's how you can walk out of the office with the sale now

I told you I spoke with Scott Lynch

Rep for Noble when I asked him how he deals with people who use low quality implants

I told you what he said he uses that metaphor where he talks about the girl going to college. I like this example

There's a great example of turning an indifferent into someone who cares I?

spoke with another rep John

Costantini I'm sorry if I mispronounced that and he was a territory rep as well

and he said he gets his foot in the door by offering a

three-part lunch-and-learn

This is really interesting to me because he went through this three-part lunch-and-learn with me what he did he leads his with his first

Presentation about communication and branding has nothing to do with

Noble bio care products whatsoever it's just about communication and branding he leads with value first

It gives him a chance to build that trust or credibility

These were valid first Denny follows over the presentation about implants and advanced options

This is very similar to what I do actually online. I give people a free ebook

I give them valuable content another video more content

And then I asked him to buy something

After I had the chance to build trust a lot of people who were in the sales world ask for the sale too soon

And if you ask for the sale too soon

You're never gonna get that sale a lot of other sales trains will tell you to ask

Questions and make sure you're trying to prescribe their problems, or we're not in double prescribed

well diagnose their problems and then prescribe the solution to the problem, but

Sometimes you don't even have that if you build that trust and likability first you're in a relationship business if you can build the relationship

Before you actually need them to buy something from you. It's gonna make your life a whole lot easier

Now you're gonna get a booklet that rehashes some of the big concepts that I covered in this presentation

And we're gonna have time for questions, but first I wanna say

Thank you to Scott Lynch, John Constantini Tim trap

Justin Behrens April Lee Katrina Haines Mike Van Daan coke Joe Day Tom Olsen for all making time for me before this meeting

to speak with me about

Orwell to answer some of the dumbest questions about a dental implant sales probably that they've ever heard

But I really appreciate the time they made so thank you. Thank you, and thank you everyone else

I appreciate it now if you want to learn more about what I do

I have a website called social triggers calm and my youtube channel, which is how April and?

Malkin's found me to begin with and you'll see me yelling on the camera

And I guess you might have no time for questions or time for questions. What do you think?

We good perfect, thank you

The Description of How to Sell Anything to Anybody (Keynote Presentation)