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CONTENTS

THE 27 WORD SENTENCE

THE 27 WORD SENTENCE

I start every single sales session I do with this sentence. Why? Because if you can do this you can sell/market and explode onto the scene.

"People Will Do Anything For Those Who Encourage Their Dream, Justify Their Failures, Allay Their Fears, Confirm Their Suspicions And Help Them Throw Rocks At Their Enemies"

Pretty bad ass right?

Heres this thing, you need to know their dramas, know how and why they've failed, know what keeps them awake at night what they're suspicious of and who their enemies even are.

If you can think of your “perfect” client and answer all those questions you’ll be onto a winner.

Seriously, it’s half the battle. In this checklist of my top ten tips to boost your sales you'll understand why. The thing is, they ALL come back to this 27 word sentence.

Anyway, Im rambling on. Lets get stuck into blowing your sales up so that you can work less, earn more and not need so many clients in your business.

Firstly, a bit about me Im Joe, That’s me

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A 6ft 3 lanky, cocky and arrogant arsehole.. Well thats what Neil my business partner tells me. The thing is I'm just like you. I’ve been where you are. The long hours, the late nights, the unreliable income The fear and self doubt creeping in. Fuck it, even sometimes getting jealous of your mates 9-5 and sometimes wishing others around you would fail.

Crazy eh? Ive been on a rollercoaster in the last 2 years which has lead me to here. Although Im not like all these other “mentors” and all that bullshit. Ive actually done it. Built 3 business’ from scratch. Earned the 6 figure lifestyle (which at one stage I hated and crippled me) And have come out the other side.

So here’s the quick version… In 2014/2015 I built my business’ alongside Neil Bannister (literally a lead gen god) to a combined turnover of £700k. Sounds impressive?

It ain’t! Turnover for vanity and profit for sanity and all that jazz - don't get sucked in when people tell you their numbers. They lie. And They Lie ALOT

I then helped a well known guy who shall not be named build his sales to multiple 6 figures in a month. Which lead me to the FUCK everyone else, Im doing this the right way moment.

Which is why I'm here. Now Neil and I help a host of business owners and take them to multiple 6 figure earners. However to be mentored by us you MUST start in the Inner Circle

SEE WHAT ALL THE FUSS IS ABOUT

Now I spend my days optimising my own business’ whilst helping other crazy fuckwits grow their business and mindset. Anyway, enough is enough. Enjoy this checklist and enjoy the income, security and confidence it will bring you peace.

CHAPTER 2

KNOW WHO YOU ARE TALKING TO

Sounds simple but so many people get it wrong. So, so wrong. I don’t just mean a target market of local housewives between 35-45. I mean knowing your Avatar No not the big blue fuckers in that movie. Your avatar is your target market. But specifically, that ONE perfect client for you.

You need to know everything about them, where they work, what they do on the weekend, how old are they, where do they hang out, what do they watch on TV, what keeps them awake at night, what makes them happy, what makes them sad.. You catch my drift? Know all of that and selling becomes a lot EASIER. You know the person sitting opposite you. You almost know what they're going to say. What they want to hear and what they’ll respond to. Which makes it KILLER for sales. As you’ll know exactly what they're after and how to deliver it. Furthermore it will help with your marketing. It will make them feel like you really know and UNDERSTAND them. Like you’re in their head. Shit like that is GOLDEN for selling - especially if over the phone or by the written word. So you’re take away from this? Find out who they are and build a BIG picture of "your perfect client."

CHAPTER 3

THE MONEY IS NOT IN YOUR PRODUCT

You may well have the greatest product in the world. But guess what... People don't want it.

Seriously they don’t. Thats not the reason they invest. You see people are buying the SOLUTION to their PROBLEM. It’s why we buy anything and everything. Think about it: Buying a plane ticket is not because you like planes, its to get you to a destination. Going to get your hair cut is to make yourself look sharp. Buying a car is to make your life easier and get from A to B quicker, cheaper and in more style. Chatting up someone in the bar, its because you want to get to the next stage - whatever that is 😉

You see what I mean? Think of a women who wants to loose weight. Thats not her problem. She just thinks it is. Her real problem is they fact she wont go out with her friends because of fear of being judged, that she wont get changed in front of her husband, or that she cant wear a certain outfit she used to LOVE. Concentrate on that vs the weight loss, show them how your product can solve their problem and they’ll throw their money at you. Everything we buy is because its a solution to a problem in our life. Some of those problems are luxury some are necessity. And in there lies the KEY.

"YOU NEED TO FIND THE PROBLEM THEY WANT SOLVING"

Know what problem in their life they want fixed. What they want to go away. What keeps them awake at night. The truth is if you find the problem and offer a solution that they can see will work. Sales becomes easy picking and people will pay A LOT for it.

CHAPTER 4

HELP THEM REALISE THEIR PAIN

FINDING THEIR PROBLEM BRINGS ME NICELY TO THE NEXT POINT

FINDING THEIR PROBLEM BRINGS ME NICELY TO THE NEXT POINT

You need to find the pain. The real reason of why they're listening to you. Why they’re interested in what you have to offer. It’s not always the obvious. Sometimes you have to dig deep for it. It’s normally quite uncomfortable for people to admit and in my experience the weirder the reason the more important it is to the prospect. Ive heard loads in my fitness business.

  • No sex with husband
  • Struggling with depression
  • Not being able to keep up with the kids
  • Not feeling sexy
  • Embarrassed at public events
  • Comments from friends
  • Lack of Self belief
  • No sex with husband
  • Struggling with depression
  • Not being able to keep up with the kids
  • Not feeling sexy
  • Embarrassed at public events
  • Comments from friends
  • Lack of Self belief

They’re all valid reason that are the REAL reason they're listening to you. Find it. Ask questions such as “how does that make you feel?” “how does that effect your life?” Think of the person in front of you as a onion. You need to peel back the layers to find the real reason they're listening to you and WHY they want to change. The more emotion you bring out of them, the easier the sale and more committed the client will be. And who doesn't want clients that want to take on the world with you? Most importantly, be transparent. If they're opening up to you, make sure you open up to them. It makes them feel comfortable and builds trust with them

CHAPTER 5

SHOW THEM THEIR BEST VERSION

When I do sales I take people on a emotional rollercoaster.

Whether I'm selling fitness, online coaching or business mentoring. Its all the same. I’ve even taught my buddy who's a golf coach to close high end at over 80%, I always follow this structure

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The whole sales process when selling high ticket is a journey. A journey to show them who they can become when they have you in their life.

How they’ll feel when they get there

What their life will be like

How it will impact their relationships and essentially who they would be WITHOUT their “problem”.

In each sales consultation I do, I get them to set goals and do a vision board. This is where they write a vision of who they will be in 90 days time (length of coaching/mentoring). I get them to describe everything they see, what they're wearing, what they're doing, who they're with, what they have etc

Its POWERFUL

HOWEVER It can only be done towards the end of the sale when they TRULY believe you can help them and you have tools they need to succeed.

Master this and they'll feel so happy they’ll want what you’re offering in their life.

"SHOW THEM WHAT THEIR LIFE COULD BE LIKE IN 90 DAYS TIME WITH YOUR HELP/PRODUCT”

CHAPTER 6

SPEAK THEIR LANGUAGE

Im not talking nationality. I don't expect you to be bi-lingual!

HERE’S THE THING

You need to speak to the prospect the way they speak. In the language they understand. Put it this way. I see loads of personal trainers put in their profile/website etc. They’ve got level so and so this, with so and so qualification.

ITS BULLSHIT

They do it for their own ego to show off.

Do you think that Mrs Jones understands what the fuck that means and/or cares?

NEGATIVE!

She just cares about her muffin tops and “toning up and loosing weight”. She doesn't understand all of that ego-boosting and in all honesty it scares the shit out of her and makes her not want to come anywhere near you.

UNDERSTAND THIS, what “basic people” don't understand they fear. And if they fear you, they're not going to buy anything from you. You need to speak and write to them in a way they understand. In a way that will turn them and that they can relate to. You can educate them when they're a client, however until then there’s no point. In the same way you need to speak to them as their friend.

People buy from people they see themselves in, people they like and trust. Don't go all posh, politically correct and business like when speaking to them. Speak how they speak. If they swear then swear If they joke about touchy subjects do the same.

It all comes back to point 2 - knowing your AVATAR 🙂

CHAPTER 7

ANALYSE THEIR PERSONALITY

This one comes with a little intuition.

You see there’s different types of people.

  • Extroverts/Introverts
  • Analytical people that want to know every number and detail
  • Big picture people that just want to know the end game and get a move on (my favourite type)

You need to work out quickly what category the person you’re selling to fits in. That will help you when selling to them.

For example a big picture person isn't going to relate to you if you tell them every single fine detail.

They’ll get bored and switch off.

In the same way an analytical person isn't going to just want the big picture.

They want your solution broken down for them step by step.

It comes with time but you'll soon pick up what kind of personality the person you’re selling to has.

Try and fit them into one of the categories above as soon as you can and stick with it. It will make everything go a hell of a lot smoother for you and the prospect.

CHAPTER 8

BUILD TRUST LIKE A MOFO

A lot of people seem to miss this stage.

The stage where they can over deliver and build trust BEFORE you even try to sell to them. In my opinion (which is always right) this stage is in the few days before the sales session. You have a small window of opportunity from the moment they enquire to the moment the end up on a sales call, consultation etc to build a shit load of trust

To show them that you’re RIGHT for them.

Remember that 27 sales sentence - yep it comes back to that

Here’s what we do…

If someone enquires we over deliver. At the end of every email we deliver them a ebook, social proof, testimonials, checklists etc. Shit they can USE and go WOW its already impacting my life.

We will then email people DAILY building trust, giving them tips, telling them stories (by the way people LOVE stories) It’s all in a effort to “touch” them (marketing term) as many times as we can before the sales session.

So we’re at the front of their mind and they have already received content to help them.

They feel like they know who we are and know we are the best. By the time the sales session happens I often hear “I feel like a know you already” or “Ive made xyz changes and already notice a difference”

POWERFUL…helping them before they’re even a client. It helps them relax and feel less fearful, get to know you before they’ve even met you. Think about it, it all makes sense. So why are you not doing it?

CHAPTER 9

DO NOT BE A WHIMP

Seriously.

You ask people for money in return for your “product/service” and they object.

Don’t then be a whimp and then say ok or down-sell them to some shit that isn't even going to serve them.

Think of it like this: If you can truly help them and they leave you not making a purchase you are LETTING THEM DOWN.

Seriously, you’re not helping them. In fact you’re making them FAIL.

People say no for one of two reasons

1. They Don't Think You Have The Tools To Help Them

2. They Don't Trust You Its not because they cant afford it, or they need to speak to their partner or whatever bullshit they tell you.

Ive had people invest in us and they've had to get a loan - but the pain is so huge that its worth it to them. People DON’T buy with money they buy with EMOTION So if you get objections call them out on that shit. Ask them why and get to the route of that “why”, why they don't trust you, or don't think you have the tools. A lot of the time it will come down to self belief and trusting themselves as well as you. If this happens find out the fear and get rid of it!

P.S.You ever seen the Wolf Of Wall Street? watch how they handle objections, you'll learn a lot

CHAPTER 10

WARM THE OVEN BEFORE YOU PUT THE TURKEY IN

Stop thinking about sex you dirty animal 😉

This is so similar to building trust.

In fact thats exactly what it is.

Build trust before you offer to sell to them.

Via blogs, email, FB, lumpy mail etc

Any way that you can!

 

Be persistent! It’s exactly what I'm doing with this checklist.

And with all the other content we are going to be targeting towards you 😉

Yes of course I want to help you, but the real reason is to build trust.

So you can see I know what I'm on about.

So you know that I'm a badass at this shit and can help you improve your business SO YOU TRUST ME

And eventually.

When I’ve built up enough trust I’ll ask for something in return from you. And odds are you’ll give it to me because you’ll believe in me and want to know more So this one is short and simple as we covered it a lot above.

But seriously, warm up all your leads before you ask for their money.

Going straight in and asking for cash is just not cool.

It’s like going to a club and meeting a fine partner and asking to have sex with them there and then. You might get a few takers if you ask enough people.

However I doubt they’ll be high quality :/

Quality over quantity remember 😉

CHAPTER 11

TRUST YOURSELF

This whole entrepreneurs world can be a lonely place - I speak from feeling it myself

You’ll often compare yourself to others and question “Am I good enough”.

You’ll have days where you think about jacking it all in for a 9-5.

Where you cant be arsed and want to cry.

Most people will chuck in the towel

But not YOU, because you’re different.

The fact you’re reading this shows me you’re in the top 5%.

It shows me you can make it, you’re the kind of person I wanna hang with (and I hate people).

It’s why I often refer to the public as “basic people” because compared to you and I, they are basic.

You've decided to take life by the balls and direct it in the way you DESIRE it to go.

I salute you. But please, don't compare yourself to others on Facebook (the number one place for liars).

You are unique and you are good enough.

TRUST ME.

Have some faith in yourself.

You will fail a fair few times. Every successful person has. I could tell you countless times I've failed and wanted to cry.

Fuck it I could tell you countless times I have cried. Don’t tell anyone tho - Im rock hard ya know.

Have faith my friend and keep pushing to be the best version of you possible. Take action and implement the stuff you've just learnt into your business and watch your sales conversion skyrocket.

Have any questions? Hit me up on Facebook, click the link below.

Go easy my friend

Joe Kensett

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