- Now if I asked you to sell me this pen, what would you say? Would you talk about its features, its benefits, the story, the brand behind it? But, in reality it's
really just a pen, right? You can find many other pens are cheaper and do the exact same thing. So the big question that everybody has is, how do you sell this pen? (pop music) Hey everybody, what's going on? It's Patrick Dang here. Now, in this video we're gonna show you how to sell this pen and really learn how to
sell anything to anybody. Now this is going to be
especially valuable for you because if you feel like you
are in a competitive space selling something that other companies are pretty much doing the exact same thing or similar things. Then, I'm gonna show you how you can differentiate yourself from everybody else. And by the end of this video, you're gonna have a three step framework to essentially sell this pen and basically sell anything to anybody. Now before we go ahead and get started. Make sure you leave this video a like because every like does
help this channel grow, as it's a new channel. And, if you wanna get weekly
new sales training videos, every single week. Go ahead and hit that subscribe and notification bell. Again, this is a brand new channel, so every single like and subscribe, really does go a long way. So with that said, let's
go ahead and get started. Now when it comes to
actually selling this pen, the first step we have to
actually go through is, identifying your ICP, your ideal customer profile. So, what exactly does that mean? Now, to break down a
ideal customer profile in its simple form, all you really have to do
is answer two questions. Who is this for and why should they buy, right? So in the case where you're selling a pen. Who do you want to sell this pen to, and why should they buy this specific pen? To be fair and give a little context, there's no salesperson
who's out there selling, one pen at a time for 50 cents, right? Cause that doesn't make any business sense to pay a salesperson to sell 50 cents pen. So obviously, if you're
selling a pen to somebody, you're probably selling something that's a little bit more luxurious, right? And sometimes, these
luxurious pens can cost, hundreds of dollars or even more. So in that case, if you're selling a pen, that's a luxurious pen, that let's say is $500, right? You wanna answer two powerful questions when identifying your
ideal customer profile. Who is this for and why should they buy? Now, will they buy a pen because it necessarily writes better? Most likely not because if you can buy a $1 pen
it could write just as fine, or just as good as a $500 pen, so that's obviously not the reason for why someone would buy this kinda pen. And most likely, when people are buying more luxurious pens, it's for other reasons, emotional reasons, right? Same exact reason for why
people buy Rolex watches, or Chanel bags. Now, there can be a lot
of emotional factors for why someone would buy something like a Rolex watch, a Chanel bag or even a luxurious pen. So it's our job as salespeople to identify why exactly people are buying so that we can communicate this message to our customers. So, in the case of selling a pen, right? You could say, okay. Who are the people that actually need a nice pen? So, it could be salespeople who meet customers face to face, or maybe real estate agents who do deals, right? And the reason for why, maybe a salesperson or a real estate agent might want a nice pen is because, they wanna take it out before they sign any type of paperwork, or when they're meeting
with the client so that it builds trust and
confidence with the customer and the customer is willing to do business with this person, right? So that's one application of your ICP. So no matter what you're selling whether it's a pen or a watch or a bag, you really need to understand, who you're selling it to, and why exactly they should buy. And, if you're selling
something like a pen, most likely they're buying more for an emotional reason, versus an actual utility, like just simply writing. Okay, so now that we understand your ideal customer profile, right? Who is this for and why they should buy it? The next step in selling this pen or basically selling anything is to qualify the prospect, okay? Now again, a prospect is somebody who may be a fit for
your product or service and you're trying to see whether or not they
should buy or not, right? And so, our job as
sellers is not necessarily to sell something to somebody, it's actually to help the person buy and to do that we have
to first qualify them. Now, there are many different ways to qualify a customer depending on what you are selling, but the two main questions that you absolutely
have to answer is this. Number one, do they have the money to buy whatever it is that you're selling? So, in the case of selling a $500 pen, are you selling this to somebody that actually has the money? Because, they may want it, but if they can't afford it, they can't buy it. Get what I'm saying? The next qualification criteria is going to be desire, right? Is there a reason for why someone would desire
a luxury pen like this? And, really desire stems from pain and pleasure. So, does this person experience a problem and do they want to gain in some way? Now, I'll go ahead and
give you an example, okay? So, let's say a real
estate agent is starting up maybe they're one or two
years into their career, and maybe because they just started out they're entering the
high-end homes market. They're lacking a little confidence because this is the first time, maybe they're selling
a million dollar house, and they're afraid that their clientele may not take this person seriously, right? So, this person has a
really big problem which is, how do I build trust with my clients so that they can trust me, to help them buy and sell real estate? So, the desire is to solve that problem and get to a point where other people trust them, right? That's fixing their insecurities, getting validation from others, and also monetarily financially gaining from selling more real estate, okay? When you're selling a pen
to this type of person, you're not only just selling the pen, you're also selling status. You're selling confidence and you're also selling future wealth that they can gain if they have confidence and do away with any
insecurities that they have. So, let's get a little more practical. How would you exactly get someone to tell you these things and share their emotions with you so you can position this pen as something that's very
desirable for someone, right? So let's say I'm a pen salesman, and I am selling to a real
estate agent who's young, he's just starting up and he's trying to enter
the high-end homes market but let's say, I learn
that he's a little insecure because he's a young person and he's not sure if people
will take him seriously, right? So in this example, I'm
sitting face to face with the real estate agent
I'm trying to sell to and I'm just asking him a
couple questions, right? So, I say something like, hey John. You know when you are working
with different clients, and you have to fill out paperwork or maybe you're signing a contract, what kinda pen are you using, right? And John might pull out a pen and he say, oh, I'm using
this cheap one I got at, the market or whatever it was, right? Then I can ask something such as, when you pull out that pen, how do you feel about that? And John, might have never
thought of it before. He might look at the pen and say, (exclaims loudly) I guess I never really
thought about this pen before, I just use whatever pen I had, and I say, interesting. So, maybe you haven't thought about it but let's go ahead and try an exercise. When you pull out this pen, you don't think much of it but what do you think
your clients think of you when you pull that out? Then John, might say like,
(exclaims loudly) that's a really interesting point. I guess I never thought about what my clients thought of me, right? And then, I could say
another question like, okay, but don't you think that, it kinda matters what they think of you because they're trusting you to buy and sell their home? And then John might say, wow, that's actually a good point that I never really thought about. Then I can dive a little
bit deeper, right? So, if I know that John's working with higher-end clientele and he's young, I can say something such as, hey John, I know that you're young and you're working with
really high-end clientele. I'm just curious, do you ever feel like, maybe they don't trust you as much because you're a little bit younger? How do you feel about that? And then John might say
like, yeah you know I'm young and I'm not sure they trust me, they wanna go for veteran, blah. He start talking and talking, right? So now that I'm asking these questions, and I'm trying to relate
these questions to the pen and I'm trying to show that,
(exclaims loudly) his customers don't really trust him because he's a little young, and he needs to find a way to help boost his credibility and build that trust, so that he can actually close
his business deals, right? So now, we're getting into desire where I'm positioning the pen, not only as a way to write but then I'm setting it up so that, it's gonna be the solution
to all his problems. So, if John really cares about how people perceive him, then buying a pen makes a lot of sense. Similar to, a Rolex watch or a Chanel bag. People who buy it not only
like the actual product, but of course they are
most likely going to care about how people perceive them, right? If they wear a nice watch,
people, oh, that's so cool. Or they will have a nice
bag, oh that's great, you must be very successful, right? And people actually do
care about these things. So now, we're gonna
move into the next stage which is transformation, okay? So you, first we have the
ideal customer profile. Understand who your customer is, why they should buy. Then we go into qualifying the customer, understanding whether or not they're a good fit for
what you're selling, right? Because if not a fit, you
shouldn't be selling it to them. So, the two main questions
you gonna answer is, do they have the money, yes. And then number two is, do they have any desire, right? Is there an emotional need for them to buy the pen and let's say it's yes, okay? So the next part in how you
actually sell the pen is, you don't sell the pen, you sell a transformation. People don't like to buy nice to haves. They like to buy transformations, right? So, if I sold this pen and I say, hey John, you should buy this pen because when you buy it, people are gonna look at you and they're gonna trust you, they're gonna have confidence in you and you'll make a lot more money, right? John might be thinking, okay, that makes a lot of sense but $500. (clicks softly) It's nice, but it's just a nice to have, and he's not gonna buy it, right? So, instead of selling the actual pen, you're selling the
transformation on how the pen, can transform his life and make his life totally better, okay? So, I'm gonna give you
an example of let's say, how I would pitch this pen, knowing John and he's a real estate agent who's young and not very
confident in himself and moving into the
high-end market, right? Very contextual here, but let's go ahead and use that example so I can show you exactly, how I can sell transformation. Let's say we had a conversation, I ask John a ton of questions, he told me all these things, and then now it's my turn to tell him about what I do, right? So I can say, hey John listen, thanks for sharing all that with me. Now, I might be able to help you with some of your challenges. Do you mind if I just tell you
a little bit about what I do and how these pens might
be able to help you. And John may say, yeah sure, why not? Then I'll go into my pitch. So I'll say, okay listen John. One the most powerful ways
to influence somebody, is actually to influence
their subconscious, right? You don't wanna be this young
real estate agent peacocking and trying to show
everybody how great you are. You wanna do it nice and subtly and influence their subconscious, so when people meet you and they interact with you, automatically in their head
they're gonna think, wow, I trust this guy. I trust him to buy and sell my homes and I wanna do business
with him, I like him. Here's the possible way you can do that in a subtle way, right? Every time you meet with a client they're gonna be opportunities
for you to write. Whether it's getting their information or maybe it's actually sign the deal. And every time, you get to that point, what you gonna do is you
gonna pull out this pen, and they're gonna see
how nice it is, okay? Now, nobody's gonna say
anything about the pen. Nobody's gonna say, wow that's
such a great pen, right? Because it's so subtle. But then subconsciously in their head, they're thinking, wow, this
guy must be successful, I trust him, I like him, I will do business with him, right? Again, all happening in the subconscious. And it's pretty much the same effect if let's say someone's
wearing a Rolex watch or they have a Chanel bag, right? Because you're indicating status with physical objects, right? I'm not saying you're being superficial, I'm just letting you know, how people perceive others and how can you use these brands and these nice things as leverage to increase your position
as a real estate agent. So sure, this is a pen that writes just like any other pen, but you're not really buying a pen. What you're doing is you're using a tool to influence other people's subconscious, which will in turn,
help you make more money and be more successful as a
real estate agent obviously and the best part of it all is that, it's a very subtle thing, okay? It's not, you're not screaming out you're better than everybody else, you're just pulling out a pen, writing things down but subconsciously you're building authority and building trust with others. So with that said, what do you think of that John? And John may say like,
(exclaims loudly) wow, that's actually really interesting. I never thought of it like that, right? And you continue the conversation, handle objections and things like that. I'm not really selling a pen, right? I'm selling confidence. I'm selling future success, and I'm really selling transformation. I'm helping John transition from a mediocre real estate agent into the high-end real
estate agent he wants to be. Now a pen, is not magically
going to get you there but it's a tool that you
can use on a daily basis that will actually help you
get to where you wanna go. So again, I'm not selling a pen, I'm selling transformation. Now, to put all these
lessons together, right? Number one, we first identify the ideal customer profile. Who is this for and why should they buy, okay? Now number two, is
qualifying the prospect. Do they have money to actually buy your thing, which is the pen. And, do they have any
type of emotional desire to actually purchase it, right? Whether it's selling confidence, helping them deal with insecurities, whatever it is, no matter what you're sell is, people are always gonna buy emotionally and they justify logically, right? So that's number two. Qualify the prospect. And number three, you're
selling a transformation, using whatever is you're selling, whether it's a pen, a watch
or bag or whatever it is and you're helping that person realize that by purchasing this certain product, it's gonna help transform their life for the better. And with that, those are gonna be, the three simple steps to sell this pen and really sell anything to anybody. Now, if you like this video and you learned a little something, go ahead and leave a like because every like does help and go ahead and subscribe if you want to see new
sales training videos, every single week. And one last thing, in the comments, go ahead and leave your
number one sales challenge. Again, in the comments, go ahead and leave your
number one sales challenge, and I'll do what I can in future videos to help you solve those challenges and answer those questions. So with that said once again,
my name is Patrick Dang and I'm gonna see you
guys in the next one.
