WHY DO PEOPLE STALL AND NOT TELL THE TRUTH ABOUT THE DEAL?

Speaker A: Is it B2B sales or is it M M to M M sales? Mammal to mammal. Now, business to business, it means you're selling to a company, a company that's built out of many people. Uh, they have money, uh, they have needs. And they may have a formal process, uh, that's written down or, uh, that is followed for every little product or every decision they make. But there's also an informal process. So this question is, uh, how do I become better at this? And I think the problem is we think that we're selling to a business, and at the highest level we are. But the business is comprised of people, and people are mammals. And the sooner that we realize this and don't forget it and understand that at the end of the day, that's how they're going to make their decision. I can't tell you the number of deals that you go on. Sometimes six months to 18 months. And at the end, what do you think we should do? I've been in the room. And they'll say it right in front of you. How do you feel about this? What's your gut on this? Is that a logical question to ask? Is the response a logical one? Do they pull out the ROI? Do they bring up the PowerPoint? No, they're making emotional decision. They're mammals. And guess what? Their first, uh, lens that they looked through this survival. How will this impact me personally? And the sooner that we start to sell to the mammal, to the person who cares about their survival, and then work up their stack of priorities and emotions, the better we will be. And I used to have, um, this question I had with my reps, and I'd ask it to myself all the time. I go, what's in their personal best interest? And they go, well, what do you mean? I go, why would they do this as a person, not just as a business, not as the manager, not logically, but what is the driving emotion? Because at the end of the day, that will tell you too many of us or all of us are selling things that people have lived without. That means they can live without it another quarter, another year, maybe even. And they view us as just one of those alternatives. What we have to do is connect with them and have them understand that their survival is based off of buying our product. If we don't get that level, we just get put on the pile of great ideas that I will eventually do. Now, look around your life, your house, your car, your office right now, and think of all the things that make perfect ROI sense for you all the tools, all the training, all the consulting, all the services, all the products. I bet there's 10 or 20 that make perfect sense. But you may only do one or zero of them this quarter. Ah, because you're busy. Uh, you have other alternatives, you have other priorities. And does that mean that the person who's selling that is bad didn't do a good job, didn't do a good enough job, uh, because you're not picking that one. And think about the car that you bought, the house that you buy, the apartment that you live in, uh, how much of it was logic versus emotion, your survival, uh, what mattered to you, your ego. And if you get down at the mammal level, and this is what takes quite a while in our conversations, because you can't start there. You have to kind of like dig into it. Otherwise it comes off as a little creepy. Uh, uh, but if you don't understand what is the real core driver for that person, what's their survival mechanism that you are appealing to or not appealing to, you're not going to get at it. Uh, and it's not your fault in the sense that nobody's, uh, told. Well, nobody did tell you. I'm telling you now. Uh, nobody else is going to tell you. Your company isn't really going to tell you. Maybe you've got a great manager there who at the end of the quarter is going to ask you that question. Well, why would they do it now versus later? What's the personal win in it for them? Uh, who gets fired if they don't don't do this? Or who could get fired if it's done wrong, which is kind of even more scary for them. And if you're not at that level, it's the administrative, the political level, and it usually gets stuck there because there's nobody who's putting their skin in the game. Uh, has there ever been a product or a customer where you knew if they didn't buy your product, something bad would happen? What is that bad thing? And how does that trickle down and affect them in a painful way? Because everyone talks about pain in sales. Pain is an emotion. Pain is not a logical concept. Pain is a kinesthetic concept. Uh, it's not like I'm in logical pain right now. No, you're either in physical or mental pain or you're not. And people say, oh, they'll do stuff to get pleasure and stuff. Well, uh, you don't spend more money on your summer house than you do on your regular house. Why? Because that's the house you're going to be in most of the time. Yes, a nice summer house is beautiful. You might do it if you can rent it out, because then you're at the logical level and it's an investment. What we have to be as salespeople, as people, and then mammals. Because when you use the word mammal, it gets you away from that civilized, polished, educated creature, gets down to the real creature, that creature at night who's trying to survive, who's worried about their job, worried about their next meal. That's in that moment. Then you really get a sense of what they care about, what they want to talk about. And if you can bond at that level, if you can build the trust and the openness and the communication for them to share what's really at that level, and that's when you're really selling. Yes, you need to be at the logical level and have an roi, a business justification that justifies it, that is needed in the formal process. But unless somebody sticks their neck out to push that at the emotional level, nobody ever reads it. Mammal to mammal selling, that is the most effective level. Let me ask you a question. Are you making the kind of money you want to be making? Are you getting into the type of accounts that enable you to crush your number? Are you frustrated every day not understanding why your deals are stuck and why other people are able to just crush it and you're just working your butt off and not getting the progress you want? That's why I started my courses. Go to b2b revenue.com and let me describe what we can do. You can get on my calendar, we can talk through it, see if it's a match for you. If the podcast makes sense to you, the brutal truth about sales and selling, and this one, then it is a good match for you. If you're in the complex sale. I've got two major courses. One is start the conversation, get the meeting. This will get you into pretty much any account without cold calling, without emailing. I've got a systematic, scientifically proven way of building up rapport with people and getting them to start a conversation. And with this you get unlimited one on ones. So we will basically, I'll help you get into the account, we'll do a little, uh, prototype. I will walk you through the process. I will show you exactly what to do and how to do it and stick with you until we get into the account. Uh, the other course is closing the complex sale. This is once you've got the conversation going, how do you take it from that all the way to closing the deal. I unravel the mystery of how companies buy. How to prevent the bad things from happening, how to make sure the deals do not get stuck. And it has the same capabilities as. Start the conversation, get the meeting. You have, um, immediate access to, to 100% of the content. Day one. You can pay for the course either in 12 payments or all at once, whichever makes most sense to you. In the show notes, I've given you an email template that you can send to your manager to get the company to pay for it. But I suggest you pay for it yourself because you get two office hours a month. It's an hour long Q and A, which is where we go through examples. Uh, it's every other Friday and you get unlimited deal coaching. This is a half hour session where we take one of your deals and we pull it apart and we build up a strategy of how to win the deal. So I don't know, can you beat this? This is all about taking your sales game to the next level, investing in yourself, being able to get into the accounts and dominate them. Now you could learn this stuff over 10, 15, 20, or you can learn it in one year. I gotta tell you, I talk to salespeople every day, all day. I've been on the training side now for about five years. Before this, for 25 years I was like you, a rep, hunting and pecking and trying to find a way of doing this. I would emulate other people, I would interview them, I would model other great salespeople. But at the end of the day, it was all about defining the game. How do companies buy and how do you control and drive that process? It's not about charm and personality. It's all about understanding people, organizations, dynamics and how to hack them. How to take this straight line all the way from where you are to where you want to be. So that's what the courses are all about. Uh uh, all of it is taught by me, all the one on ones are by me. And my concern is about making you successful. Now I've been doing this on site for five years and last year I decided I want to go 100% digital. I want to work with reps directly. And Only the top 1% of reps who really want to make that investment in themselves, who really look at their career as something that they want to build, that they really want to become great at sales. The people who want to make 250, 500amillion dollars a year in B2B sales. And it's possible. It is really possible. You can just search, uh, LinkedIn. You can see what the base salaries are. Uh, you can search Google to see what the top salaries are. It's brain surgeon money at monkey level skills. Uh, you don't need a college degree. I got a degree in marketing at night. And, you know, trust me, you can obviously tell I'm no brain surgeon. But I do know how companies buy, and that's really what you need to learn, because once you have that, then you can come up with a game plan of how to keep the deal moving. And it's not about what the YouTubers are telling you. Those people have never sold. Check out their LinkedIn profiles. Never sold. Used car salesman in Louisiana. Uh, you know, here in my garage, the guy's rid a bunch of books. He's selling other people's books. I'm talking about somebody who's really done it every day for 25 years. So I'm here to help you, uh, if you're interested, great. If you're not, that's fine, too. Appreciate you listening to the podcast. Please tell somebody about, uh, brutally honest answers for those sales questions and the brutal truth about sales and selling. I've got a YouTube channel if you want to see what, uh, I'm talking about. It's Brian burns sales on YouTube. Follow me on LinkedIn, on Twitter, uh, Brian G. Burns on both. We'll see you next time.