Mastering the Sales Process | Service Bureau Accelerator Podcast E15

by | Mar 11, 2024

Welcome back to another exciting episode of The Service Bureau Accelerator Podcast! In this episode, we have a special focus on mastering the sales process. Join us as we delve into the art of asking good questions, uncovering pain points, and understanding the needs of your prospects. We’ll also explore the value of scripting your sales conversations and creating a repeatable process.


The sales process is a crucial aspect of any business, and service bureaus are no exception. To truly excel in the sales arena, it’s important to approach it with a service-centered and solution-oriented mindset. This means focusing on building trust with your prospects and helping them make the right decisions for their business.

One of the key factors in mastering the sales process is asking good questions during the discovery phase. By asking open-ended questions, you can encourage your prospects to share their pain points and challenges. This not only helps you understand their needs better but also allows you to position your services as the solution they’ve been looking for.

Uncovering pain points is another vital step in the sales process. By empathizing with your prospects and truly understanding their pain, you can demonstrate your commitment to helping them overcome their challenges. This builds trust and establishes you as a reliable partner in their journey towards success.

Scripting your sales conversations may seem counterintuitive to some, but it can be a game-changer. By creating a well-thought-out script, you ensure that you cover all the necessary points, address common objections, and present your services in the best possible light. This not only helps you maintain consistency in your sales process but also allows you to refine and improve your approach over time.

Creating a repeatable sales process is equally important. By documenting each step of your sales journey, you can identify areas for improvement and ensure that every prospect receives the same level of attention and service. This not only enhances your professionalism but also increases your chances of closing deals successfully.

Mastering the sales process is essential for driving success in your service bureau. By adopting a service-centered and solution-oriented mindset, asking good questions, uncovering pain points, scripting your sales conversations, and creating a repeatable process, you can build trust with your prospects and guide them toward making the right decisions for their business.

If you’re looking to take your sales skills to the next level, be sure to tune in to this episode of The Service Bureau Accelerator Podcast. Don’t miss out on this opportunity to learn from the best and drive success in your service bureau. Listen now!

AND MORE TOPICS COVERED IN THE FULL INTERVIEW!!! You can check that out and subscribe to YouTube.

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Transcription

[00:00:00] Baldeep: All right. Welcome to another episode of the Service Bureau Accelerator podcast. I’m here again with Tia, the tax goddess, uncle Daddy Ross. No relation, and we are gonna be talking about Mastering The Sales Process today. But before we dive in, remember to like, subscribe, share all that stuff that people tell you to do. Go do it leave comments. The comments do hit our emails. We do see it. If you’re interested in anything we talk about and you wanna learn more about us, there’s gonna be links everywhere, wherever you’re watching or listening to this.

[00:00:33] So, yep, let’s just dive right in. Mastering The Sales Process. Who wants to take kick it off?

[00:00:39] Ross, do you wanna kick it off?

[00:00:42] Tia: Yes. What is the sales process? A lot of terminology.

[00:00:45] Ross: I don’t know. I don’t do sales.

[00:00:46] Tia: Come on

[00:00:47] Ross

[00:00:48] Ross: So, the sales process is basically everything that happens when your first interaction with a customer all the way till them signing up and enrolling in your program and your buying your software, whatever it may be.

[00:00:59] [00:01:00] So, there’s gonna be a couple words that I’m gonna be throwing out here and I’ll do my best to like, simplify and explain a lot of it. But the biggest thing, and we kind of touched on this a little bit, last episode the biggest thing that I see a lot of people struggle with sales is, they do not take the time to ask good questions to understand. Okay?

[00:01:16] When you’re talking to a prospect, what are you looking for? What do you want? Why do you want that? What have you had in the past? What did you like about it? What didn’t you like about it? If you could improve one thing, what would it be? Right?

[00:01:28] There’s a lot of questions that we can ask someone when we’re first having a conversation with them about their business, about their tax office, about what software they’re currently using, right?

[00:01:37] That we can uncover a lot of things and uncover a lot of pain points that’s going to help us solve those problems. Basically when I say pain points, I mean problems, right? Oh, my software costs so much, right? Hey, let’s take a look at what are your customers paying on bank product fees?

[00:01:52] Oh, it’s like $99 over here, $99, okay, you’re getting marked up. There’s a pain point, and sometimes I’m covering pain points that your customer might not even [00:02:00] know they have because they haven’t been educated on certain things.

[00:02:03] So, taking the time when you’re first talking with someone to really learn about your prospect is just gonna help you better sell them. Not in a manipulative sense, but in a sense that like, okay, how can I solve their problems? How can like, just provide value to them and that’s gonna help you win a deal.

[00:02:19] Tia: And Ross to add to that, I had actually saw an analogy somewhere with sales that said, you may not trust everyone to give you pleasure, but you will trust everyone to take you from pain. So, if you break your, I mean, if you’re trying to sell.

[00:02:38] Baldeep: I dunno if this is that kind of podcast here.

[00:02:41] Tia: No.

[00:02:41] Ross: SBA after dark.

[00:02:43] Tia: If you break your arm you don’t have to know the doctor’s name for them to fix it, but you may not trust that doctor to do your everyday work and check up, you wanna build a relationship with them. So, that’s what I mean by taking them away from pain.

[00:02:59] Baldeep: But [00:03:00] you said not everyone gives you pleasure. So I don’t know what you’re talking about here.

[00:03:07] Tia: You don’t trust.

[00:03:08] Ross: Okay. Uncle Ross has you covered, it’s all good.

[00:03:12] Tia: You know what I mean?

[00:03:15] Ross: Well, so, yeah. And that.

[00:03:16] Tia: It to pleasure. That’s what I’m.

[00:03:18] Ross: Well, and that’s actually I don’t use pleasure, I use the promised land. So, that’s how I deliver it too. But that’s the fundamentals of sales, is getting someone out of the pain that they’re in and getting them into the promised land, getting into their ideal area that they want to be in, right?

[00:03:31] Where they don’t have shitty fees, where they aren’t struggling with X, Y, Z, fill in the blank, whatever it’s, right? And so, that’s really the sales process is, understanding where someone is, where they want to go, and demonstrating how your product, your software, is going to get them there in the fastest and easiest, shortest amount of time possible, right?

[00:03:48] That’s really what we’re doing, we’re just saying, okay, where are you now? Where do you want to go? Alright, this is the fit. So, that’s kinda like some really base fundamental things with sales. One thing that I mentioned before is like is [00:04:00] people just pitching too fast, right?

[00:04:01] Instead of taking that time to learn what people’s pain points are, to learn what they’re struggling with, what they’re looking for is people just get on a phone and this comes from, you know, a lot of our members in our program, when they’re starting out and they’re starting to do sales calls, I encourage all of them to record their calls because first of all, that’s like the best tool you can use in training yourself doing sales to actually record your phone calls so you can go back and listen to them.

[00:04:25] But then I also tell ’em to up, like send them to us on a ticket, and I sit down and I’ve done this, I don’t even know how many times at this point, but I’ve sat down and I’ve listened to our members sales calls, and I give them 1, 2, 3 pages of notes on that specific call.

[00:04:40] And a lot of times I’ll hear someone asking some very basic questions. Like, where are you from? How many leaders have you been in business for? How many products do you do? Okay, cool. blah, blah, blah. Here’s my pitch. Here’s my offer, here’s my software, here’s why you should buy it. And it’s like, what are you doing?

[00:04:54] Like, you cannot just jump into that so fast, you need to take time and really uncover those [00:05:00] pain points because then you can demonstrate based on the information that they gave you how you’re gonna solve their problems, right? It’s their words that you’re being able to use to sell them. So, take the time to really learn that.

[00:05:10] So, we typically like to break sales into a couple pieces. The first part is like, generating leads. So, what I mean by that is what did they see? What marketing, what post, what interaction, what referral, what got them to schedule a call with you in the first place? Right.?

[00:05:27] That is an important part that’s typically more covered with marketing, but understanding like what they saw first before they got on the phone with you is important because it’s gonna help you kind of guide the question a little bit. For example, with us, we send everyone to a webinar, well, after the webinar, guess what?

[00:05:41] Now I can ask a bunch of questions. Hey, how’d you enjoy the webinar? What did you like about it? Was there anything you were confused about? You know, do you understand now what it means to be a service bureau X, Y, Z? Right? There’s a lot of questions that I can begin with that’s just gonna open up the conversation and allow me to start going into more specific questions about their business.

[00:05:56] So, knowing where someone comes from helps from the [00:06:00] beginning, even if it’s just a simple post, Hey, I got a software package, it’s ninety-seven bucks, it includes this book a call. Hey, what made you interested in scheduling a call with me? Why are we here today?

[00:06:09] That’s a great opener question, it allows someone just to open up and just start, like, sometimes it can be a can of worms because they’ll just go off into Pluto and they’ll just talk and they’ll spend, like, next thing you know is 10 minutes and they’re telling your the whole life story about how they got into tax industry and why they’re getting screwed over.

[00:06:25] But there’s gonna be so much information there that you can write down and you can really take note of it. Okay, these are some pain points that they’re already telling me, I can now address these and show them how I’m gonna get them out of those pain points I’m gonna solve these problems. So, that’s the second part, right?

[00:06:40] First part, generate the lead from any marketing, whatever. Second part is discovery, and we call it a discovery because that is the objective of that call, it’s to discover information about your prospect, it’s not to sell them, it’s not to try and shove a product down their throat. It’s to learn about the prospect, to figure out, first of all, we used to call it actually a [00:07:00] qualifying call.

[00:07:01] Are they a good fit? Oh, I don’t do any bank products, I only do business returns. Cool, have a nice day, right? End of conversation, I do not need to go any further. But we want to take time on the discovery call to really learn about the prospect. Like I said, understand, uncover those pain points, qualify them.

[00:07:17] Are they a good fit for my program? And sometimes if you’re doing a high ticket program, can they afford my product or am I just wasting my time here? Right? I’ve literally done that on the phone with someone where I’m like, so, what are you currently doing for work outside of the tax season?

[00:07:31] Like, oh, I’m on disability or whatever. I’m like, okay, cool. Well, our program starts at like $4,000 and I just usually you wait to price them, but I just knew immediately based on the information that they don’t have money. So, I just told ’em straight up, Hey, this is what our program costs.

[00:07:46] Do you have the means to pay that they’re like, oh no, I thought it was gonna be like maybe $200. They’re like, okay, cool. Well, now I’m not gonna spend any more time with you, and it’s not a bad thing or a mean thing to do that, we have to understand we’re in business, like our time is valuable. We need to be able to [00:08:00] identify the leads and qualify them as soon as possible.

[00:08:03] Am I wasting my time here or is this someone that I can actually serve and can I actually help them? Right? So, that’s a really important part of discovery, is asking good questions to learn about the prospect and really understand what are their goals, what are their objectives, what are their pain points, and how does my product, or how does my software fit in there to solve those problems and provide those solutions to their business.

[00:08:26] Tia: And to clarify, is this for low ticket? Or low ticket and high ticket? You still should do a call.

[00:08:31] Ross: For both, for everything, right? For any sales conversation, you should always start with a discovery. The only real difference is how much time you may spend on that discovery. Like, a high ticket depending on what you’re selling, right?

[00:08:43] Like, we did a whole marketing program, so our discovery was like at least 20 to 30 minutes long, and we had to learn, we were like, okay, what do you currently do for marketing? What are you do in the XYZ, right?

[00:08:51] We had to ask all questions that were very specific and relevant to our program, and that’s another thing too, is like really shaping those questions around it. If you’re just selling [00:09:00] software for like a hundred bucks, cool, what software are you currently using? Right? How many returns do you currently do? How many bank products do you fund every season?

[00:09:07] Those are qualifying questions, so they, okay, I’m using software. I do bank products, I do about 20, 30 products, 50, a hundred, whatever it is. Okay, check, check. Cool, do you know what your fees look like right now in your software? Can you pull that up? Let’s take a look. Let’s go over your fees, because now I know, okay, is this person getting a good deal on their software? How much do you pay for your software right now? Right?

[00:09:26] There’s so many questions that you can ask that are specific to what you have to offer them. Does that make sense?

[00:09:33] Tia: Yeah, this is not a training called Ross. We hear you. Okay.

[00:09:42] Ross: But the discovery is very important, and I think, again, like that’s probably one of the areas where people,

[00:09:46] Baldeep: They shortcut it.

[00:09:47] Ross: Try to shortcut the most, and it is the most important part of the sales process, is the discovery.

[00:09:54] Tia: And how long is that? How long was the discovery?

[00:09:57] Ross: Again, depends on the offer, but at least 15 to 20 minutes, [00:10:00] sometimes 30 minutes. It depends how long it takes you to get through your questions and to learn and make sure that you’ve learned enough about the prospect where you’re like, okay, I know what the problem is, I know how I’m gonna solve it. Cool, I’ve got a really clear understanding of this person and I’ve qualified them that yes, I can help them and I can provide them a good fit for my product. Now I can move into the actual pitch.

[00:10:22] Sometimes that may be the same call, like if you’re doing a low ticket offer where it’s a hundred dollars software, you could do a 30 minute call where the first 15 minutes is discovery. The next 10 minutes is the little pitch presentation, and then you got five minutes for Q&A and a and signing them up. Right?

[00:10:36] We typically do like to break it into two parts, where for even like, I think low ticket as well, we did this and for high ticket where we do an initial discovery call, right? We understand, okay, what are they looking for, what are their pain points, etc.. And then we go into a one-on-one call where we do actual presentation,

[00:10:54] Baldeep: Oh, that wasn’t a low ticket product. That was $2,000 was the low ticket, and 4 or $5,000 was the [00:11:00] high ticket on that specific example. So.

[00:11:03] Ross: Specific example, and we did two parts. What we currently do now with SBA is we have a webinar, so we have a huge amount of content that we want to get people to watch beforehand, and then we talk to them, we do a one call discovery and close at the same time, so we’ll do 15, 20 minutes discovery.

[00:11:21] And then, well, okay. Hey, so you saw the webinars, we go through the what’s included, we do the whole presentation.

[00:11:25] Baldeep: They find out what it

[00:11:26] Ross: We give them the pricing. So yeah, they’ve seen everything. And if you think about like a timeline, I dunno if you guys are, if anyone’s watching or if you’re listening, I’m actually holding my hands up and I’m setting like a bar, like a vertical, a horizontal bar of like the timeline from start to finish.

[00:11:41] What we do is we want to try to get someone as far down that road like as, as far as possible, down the sales cycle basically. So, they know our product, they know what’s included, they know the price point, they know the software, like they know a lot of information about our product.

[00:11:57] Now we get on the phone with them and really it’s just answering [00:12:00] some questions, some really kind of, ’cause it’s usually a little bit technical about being a service bureau. We make sure it’s a good fit and then we enroll them, right?

[00:12:07] It simplifies a conversation, but that webinar that gets them all the way there, that has been something that we’ve been working on over the last three years to really get it dialed in and we keep improving keep tweaking and changing it.

[00:12:20] And the other thing, I think people assume they need to have a webinar to go and sell. You don’t, just pick up the phone and start talking to people, have two, that’s the easiest way to get started.

[00:12:28] Baldeep: People that try and copy our webinar, you guys know who you are. There’s a whole shit ton of stuff that happens in between them that you can’t see. That makes it successful.

[00:12:37] Ross: And if you don’t understand why we’re saying certain things on the webinar, you can’t just copy and paste. It doesn’t work like that. But coming back to like the sales process, I think that’s the really best way to master the sales process is to really take time in the discovery.

[00:12:52] Shape your questions around your market, like obviously software, like ERO’s, shape your questions around pain points that [00:13:00] either you yourself have had, and the more you talk to people, guess what? People are gonna bring things up where you’re like, oh shit, I never thought of that, I should add that into my discovery questions, I should ask them about this as well, because I noticed it keeps coming up in our conversations.

[00:13:12] Maybe I should ask that sooner because I’m gonna uncover some important information there. So, it is an ever evolving thing, right? Like the sales process, when we talk about mastering the sales process, it’s never fully mastered. You’re just getting better and better at it, right?

[00:13:26] Like, even with our process, how we sell, yeah, we’re really good at it and we’re really effective, but it can always be better, right? You’re never actually finished, you never have like the perfect sales system. It’s not, you’re always gonna be tweaking, always trying to improve on it. And so that just comes over time.

[00:13:42] So,

[00:13:43] Tia: So, if we’re breaking this down to I guess, at minimum standard sales process, one would be the discovery call probing questions.

[00:13:53] Two would be, what? A follow-up call?

[00:13:56] Ross: Yeah. Two would basically be the presentation,

[00:13:58] Tia: The pitch?

[00:13:58] Ross: So, like after the [00:14:00] discovery, it’s like, okay, hey, you know what? I’ve asked all my questions, this person’s qualified, they’re definitely a good fit for my software package. Let me either just go into it now, if maybe I already spent 15 minutes on the discovery and I got a 30 minute call booked.

[00:14:13] Hey, let me go into it now, let me share my screen real quick, I got like a little pitch deck to where I can just show the program. Again, this is in a low ticket scenario, right? You could just do it in one call. However, on a high ticket scenario, I was just breaking that up, spend a little bit more time on the discovery call. Right?

[00:14:27] So maybe it’s 20 minutes on the first call with them, then schedule another call later that day or the next day where you actually do a presentation and you can actually do a pitch. And sometimes you might wanna do a quick little demo of the software, right? If they’re coming from a different software, they haven’t seen it before. Okay, Hey, when do you have time where we can do a quick little demo of the software and I can go through everything that’s included with the program.

[00:14:47] Book an hour for that call if need be, especially if you’re doing a bit of a software demo. Jump on Zoom, share your screen, show ’em the software, and then have a little bit of a presentation, like some slides set up where you just break down.

[00:14:58] Here’s what you got in my program, you got the [00:15:00] software, it includes all this stuff, you got this training, you got, you know, a private Facebook group for all the software customers, right? Whatever it is that you’re offering, break it down visually so people can really clearly see. A lot of times and I’ve seen this as well with people trying to pitch just over the phone with no visual aids.

[00:15:18] What happens is you just get into like, a five minute verbal assault on the customer. You get this, and they don’t stop to ask them if they have any questions about it, and then by the time you’re done, just dumping a ton of information on them. They’re sitting back and they’re like okay, wait, so okay, I think I get it, but they’re still very confused.

[00:15:37] So, if you can have visual aids to guide them through that process, I think that helps a lot. I know when we are selling high ticket, we always like to have presentations because instead of me trying to tell you everything, I can show it to you and you can see it.

[00:15:50] And then if you have questions about certain things, you can ask them right there, because I wanna make sure by the time I’m asking for money. I’ve already answered all your questions, right? I’ve taken the time to make [00:16:00] sure I understand what your questions are, we’ve answered everything, you understand the whole program? Boom.

[00:16:05] Here’s the price, this is how much it is to enroll. Do you wanna do a one-time payment or you wanna break that up? What kind of card do you wanna put that on? And then you wait.

[00:16:13] Tia: So we’re doing discovery pitch and close.

[00:16:17] Ross: That’s it.

[00:16:17] Tia: Okay. Now this is something that you shared so way back and I love it. It actually made me feel more comfortable talking to people. When an individual gets on the discovery call, they have this tension and anxiety because they think that you’re going to sell them something.

[00:16:36] They’re ready to say no, and I love saying, we’re not gonna sell you anything on this call, we’re just trying to get more information.

[00:16:44] Instantly, they’re like, okay, child. Okay.

[00:16:48] Ross: It’s a good disarming thing, right? Because it just people have those walls built up, right? They get on, they’re like, oh, they’re gonna try to sell me something. And it’s like, Hey, so basically we’ve got nothing to sell you today, sounds good. The funny thing is to you, we’ve had [00:17:00] people be like, no, I wanna buy.

[00:17:02] It’s like, all right, well that’s great, but let’s go through this call first.

[00:17:05] Tia: Remember, I was one of those people, and you’re like, no, we’re not.

[00:17:10] Ross: I’m ready. I saw the webinar. I wanna sign up.

[00:17:13] Tia: And you’re like, no, we’re not gonna do that. And then it made you feel good, like, oh, okay. He cares about my problems.

[00:17:18] Baldeep: What was the script for that again? This call is to learn a bit more about you, your business, answer any questions you may have. Bottom line, I have nothing to sell you today, or something like that.

[00:17:29] Ross: Yeah. Does that sound good?

[00:17:30] Yeah.

[00:17:30] Tia: And I think that’s why we felt pressure to sell because the person feels like they’re going to be sold something, like they’re expecting to be sold something.

[00:17:40] So, now we feel like we have to versatile.

[00:17:43] Ross: Yeah, exactly. And then the nice thing about that too is that when after you have a discovery call with someone where you’ve gone through, you had a great conversation with them.

[00:17:51] First of all, you’re building a ton of report, right? People buy from people they know, like, and trust. And in that sale, in that discovery call, even though you’re asking most of the questions, you’re gonna be [00:18:00] listening to them and responding, right? If someone tells you, oh, you know, I started my business, blah, blah, blah. I started under Liberty franchise, me too. Like that’s how I got started, whatever.

[00:18:07] Like there’s ways where you can like, build that relationship with someone, right? So, that they know, like, and trust you. And that’s gonna help a lot. So, spending that time in the discovery, then at the end of it, when you’re like, Hey, you know what, based on our conversation, based on everything you told me, you know, I think our software program’s gonna be like a great fit for you to really help you scale your tax business.

[00:18:25] When do you have another 30 minutes for our second call where I can just really break down the program? Go over everything with you, go over payment details, all that stuff. When do you have time for that? Now it’s a very easy way to just get someone on a second call.

[00:18:39] But now we know what’s going on, hey, we just had a great conversation. You probably enjoyed the conversation ’cause everyone likes to talk about themselves and that’s mostly what they’re doing on the call. Now we’re moving them to a second call where we said what the objective is.

[00:18:51] I’m gonna go over the presentation, I’m gonna go over pricing and we’re gonna go through enrollment, sounds good, cool. Now we’re on that call, now we all agreed to the same rules, now we know, okay, this next call, [00:19:00] I better have my credit card in hand because we’re gonna go over the program and I’m gonna be pitched, right?

[00:19:04] It’s like we’re on the same page, and that really helps a lot where it’s not, your, people aren’t getting blindsided with a sudden pitch and a sudden price drop. It’s like, oh geez, it’s really smoothing out the process and allowing people to be prepared for those next steps so that they know.

[00:19:18] And guess what? When someone shows up in that demo. You already told them that you’re gonna pitch them and they showed up. So, that’s really qualified and it really helps you in that process with both parties knowing exactly what’s going on.

[00:19:30] Tia: And rather, there’s a part to this that is, we’re not actively talking about, but that does play a part in how the discovery call goes, and that is how you’ve gotten that person or how you’ve marketed to get that person in.

[00:19:43] And like for example, you know, have experience where you market and you market a price or you market something alluding to I guess, being transparent in your marketing and your pricing and then trying to get them on the phone, it’s [00:20:00] a little bit different of an undertone than having marketing that may talk to a different pain point, and then that’s how you got them through your funnel. Does that kind of makes sense?

[00:20:11] Ross: Yeah. I mean, a lot of.

[00:20:12] Tia: The discovery call.

[00:20:14] Ross: For sure, yeah. If someone gets on when the first time they talk to you and they already know the price, right. I mean, there’s nothing wrong with that. Like, it’s the only thing that could happen is that people don’t book a call with you because they see the price, right?

[00:20:25] So, if it’s like a high ticket, you’d never want to display your pricing, right? If it’s low ticket yeah, you can throw the pricing out there, 297, 197, 97 bucks, whatever it is ’cause that’s gonna entice people, right? Like, that’s what it’s leveraged for. And in that conversation, like even if they saw the pricing. It’s not really gonna change the flow of the conversation that much. Right?

[00:20:43] The only thing that it would do is maybe add a couple questions on that, where it’s like, if they saw the pricing, oh, what made you, you know, so I saw it looks like you came from, you know, or you would ask them, Hey, what made you schedule a call today?

[00:20:54] Oh, well, I saw a deal for like software for $97. You guys are doing that? Yeah, that’s right. Yeah. We’re offering [00:21:00] software, it’s 97 bucks. This is how we’re able to do that. Does that all make sense? Cool.

[00:21:04] So, tell me more about your business that’s it, right? It’s probably only just gonna affect like, the opener on how you’re gonna actually gonna open the conversation with someone.

[00:21:12] And then from there you just, you still go through the same questions, right? It doesn’t really matter necessarily what they saw before or what ad they saw that they clicked on or what post they clicked on to book a call with you.

[00:21:23] You can always ask them that, Hey how did you find out about us? Or how did you schedule this call today? Oh, I saw one of your posts about blah, blah, blah. Okay, cool. So, what made you want to wanna actually schedule the call? What made you engage on that post and book a call with me today. Boom. Then they just start opening up.

[00:21:37] Does that kinda answer the question as far as like.

[00:21:39] Tia: Yeah.

[00:21:39] Ross: You know, based on what they see. Yeah. Now something that we haven’t actually talked about too, which is one of the big things about mastering the sales process is scripting. What I mean by that is writing down and reading off of what you wrote down instead of trying to come up with some in your head on the spot.

[00:21:59] [00:22:00] So, this was a huge thing for me when I first got started in sales. I didn’t have scripts and then I went through a program with, from Jordan Belfort, the Wolf of Wall Street, and he’s all about scripting. And I realized really quickly, I was like, oh my God, this completely, like, not completely eliminated, but like 90% of my like, resistance to pick up the phone and call someone was eliminated because I had a script I just had to read. Right?

[00:22:24] My anxiety before a call was practically eliminated because I didn’t have to remember everything, I just had a script that I had to read. So, having a script is a tool that you can leverage where it’s the exact same set of questions that you go through every single time, and you just have a process, right?

[00:22:42] That’s the part of mastering eSales process is to create a process. If you don’t have a script with all of your questions that you want to ask someone laid out for your discovery call, you do not have a process right? When you do that, now you can do have the exact same conversation over and over again and get [00:23:00] better at doing that exact same question over and over again.

[00:23:03] Same thing after the discovery, when we get into an actual presentation with a prospect, guess what we have on our presentation? A script, right? So, we can just look at a slide, they’re seeing one slide, but on the other screen, I’m reading my notes and I don’t have to remember what’s on the slide because I’m just reading my notes. Right?

[00:23:21] I don’t have to remember that really important story that conveys, proof of concept or shows that people are getting results with my program, I just have to read the story ’cause I already wrote it down. So, taking time to really script stuff out as well is like, that is when you truly start to kind of master it, because then when you’ve got it scripted, you’re doing the same thing over and over again, you can then start to find, okay, where are people getting confused?

[00:23:44] What questions keep coming up? When I try to close them? When I try to offer them? Like, sell them the product and say, Hey, here’s the amount. How do you wanna pay for it? And they’re like, well, I’m still confused about X. Okay, cool. Let me go and answer that question earlier in [00:24:00] my presentation and write it out so that no one ever gets that end.

[00:24:03] And they say, oh, I’m still confused about X, no one is gonna do that anymore because I wrote it in earlier and I addressed it ahead of time. That’s a thing called crushing objections, right?

[00:24:12] It’s like, in our presentation, we want to completely remove any reasons why they should not buy ahead of time, so, that when we actually get to revealing the price and how to get started, they don’t have any reasons not to buy anymore, except for maybe trying to figure out their finances, and that’s it and that’s an easy one to deal with, right?

[00:24:27] So, scripting really allows you to build that process to make a repeatable sales system that over time as you’re growing your business, as well as you’re growing your service bureau, guess what?

[00:24:39] Now you don’t always have to be the person on the phone because you’ve created that process, you created a system that converts. Now you just need to put someone in place of you, so they can do the discovery calls and they can actually do a presentation and close deals. So, that’s the long scope of it from start to finish, right?

[00:24:55] Creating your discovery call, getting your presentation, scripting in it, really building that [00:25:00] process because then at some point, guess what? You can put someone else in charge of that and you can focus on other parts of the business.

[00:25:05] Tia: And one part we missed out on is, how do you get the objections you get them through the discovery call?

[00:25:12] Ross: Yeah, for the most part, you’re gonna learn a lot about the person on the discovery call and

[00:25:16] Tia: Especially if it keeps coming up, if it’s the same thing that keeps coming up during the discovery call, then you add that to your sales pitch and then your sales script.

[00:25:24] Ross: Yeah, and you can always add that to your offer as well. I think, another thing that people don’t realize is like, just because you have one offer, and by offer, what am I including in my software? Right? Package, right? Okay, I’m including software, I’m including tech support, all the standard stuff, plus a bunch of bonus things.

[00:25:40] If you keep hearing the same thing again and again, and it’s not offered, but you know, you could actually deliver it very easily. Why not add it into your offer? It’s just gonna make your offer stack even better. And so, something we do every year is we review our offer stack and we tweak it, and we change it because our program is always improving.

[00:25:55] And so, our product is always improving, therefore our offer is always improving. So, we add [00:26:00] things in as we see it come up more and more often. So, an example of that would be like maybe someone is asking about you know, I always really struggle with like client intake, like getting all the forms and everything.

[00:26:10] And you go, oh, cool, well, I’ve got like some form templates that I use myself that keeps it really organized. Why don’t I just include that as a bonus? Oh, hey, by the way, we also have this, because I’ve heard so many people ask about it. I’m just gonna include this now because it really takes nothing for me to go and deliver on this. But it adds a lot of value to my customers.

[00:26:30] So, that’s a big thing about mastering the sales process, is listening to your customers. And when you’re doing a discovery call, get a notepad, write their name down, write the date that you talk to them and start writing down all of the answers that they give you.

[00:26:43] How many products did they do? Right? How many locations did they have? How long they’ve been in business? Where are they located? What software are they currently using? What are their current fees? What do you like about the software? What don’t you like about the software? Because all that information they’re gonna give you, when you actually go and present, you can come back to those things.

[00:26:59] Hey, I remember on our call [00:27:00] yesterday you told me X, Y, and Z. Does that sound familiar? Cool. Well, here’s how it works with my software, this is how much easier it is to do that, right? Here’s you told me before that you have a real problem with all the client intake process. Well, with our software, we have like the mobile app, so your customers can upload the documents directly, plus I have a bunch of internal intake forms that you’re gonna get access to.

[00:27:21] So, you need to send these to your customers. They fill out all their information, it comes right back to you to really help you streamline the onboarding. Wow, guess what? You just painted a picture on how your product is driving direct value to that specific customer based on what they told you.

[00:27:37] Again, they’re gonna tell you what they wanna buy, they’re gonna tell you how they want to be sold. So, we need to make sure that we’re listening, actively listening, making notes of it, and then we’re getting to the presentation. You bring that back up, hey, remember yesterday you told me this, and that, well, this is how I’m gonna solve that problem, perfect, right?

[00:27:53] We need to solve those problems, that’s really how we’re gonna do it. And I know there’s a lot of stuff that we talked about already on this episode. Like, there’s [00:28:00] tons of stuff when we get into the sales process.

[00:28:02] But start with just having conversations with people that you’re not trying to sell them. You’re just trying to learn about their business, that’s the best place to start. And just listen to people, right? Have a meaningful conversation where you are not trying to talk about your business. Let them talk about their business, how they got started, where are they at? Where do they want to go? What are their goals?

[00:28:21] Learn as much as you can about the prospect, and you’re gonna start to learn really quickly what people are actually truly looking for. How you can position your software to provide those solutions to them.

[00:28:33] So, that’s the biggest thing is that don’t rush the discovery. Get on the phone with someone, don’t have nothing to sell them on that first call, right? Like you said, Tia just knocks away those barriers, right? They’re just like, all right, cool, let me just have a conversation here and learn about your prospect. It’s gonna help a lot in the sales.

[00:28:48] Tia: Yeah, focus on being service centered and solution oriented, for sure.

[00:28:53] Ross: Yeah,100%. And one last thing that, I just want to add to maybe wrap everything up probably should have started with this [00:29:00] actually that I know a lot of people have a negative connotation around sales, right? They’re like, oh, used car salesmen, blah, blah, blah. You know, they’re just trying to get my money.

[00:29:08] One thing that really helped me with sales is, it’s just rewiring how we think about sales. If you sit there and you’re like, oh, salespeople are just trying to scam you, they’re just trying to take your money. Well, guess what? You’re probably not gonna enjoy sales because that’s what’s in going on in your mind, that now you’re just a scammer and you’re just trying to take people’s money.

[00:29:24] But if you flip the script and you say, instead, you know what the objective of sales is, just to help someone make the right choice in their life and in their business, and I’m here just to help them make that right decision and provide them value. There’s nothing negative about that’s nothing about positivity. Right?

[00:29:40] And so, that really helped me flip my mental switch about, oh, I don’t like sales to, sales is great, right? I’m helping people make the right decision. And if I know that my product, my program is going to help them, is going to serve them, then it’s my responsibility to do whatever I can to make sure they purchase it, because I know it’s gonna help them in the long term. Right?

[00:29:59] It’s coming from [00:30:00] a place of actually having morals and trying to serve and trying to help people versus trying to just take people’s money. And when you have that internalized and that’s how you approach your sales conversations, that’s how you really sell. It’s a completely different experience for not only you, but also your prospects.

[00:30:15] And people are gonna be much more likely to work with you because they realize that you are truly just trying to serve them, trying to help them, trying to get them into a better situation, and it’s a win for everyone.

[00:30:24] Tia: Yeah, and that energy resonates. Like, you can tell a person who’s reading off a script, you can tell when someone’s not generally interested in your problems. And then that underlying energy does affect the cells.

[00:30:37] So, I completely agree. Like, having the mind shift, which you’re the mind shift expert, having that mind shift before the sales is just as equally as important.

[00:30:46] And that’s not something I think we can ever cover in one podcast. It takes time like everything else.

[00:30:53] Ross: Yeah. It’s a

[00:30:53] Baldeep: Whole other.

[00:30:54] Ross: Other can of worms. Yeah.

[00:30:56] Well, Baldeep, do you have any notes? I kind of just hijacked the episode.

[00:30:59] Tia: This was the wrong [00:31:00] episode.

[00:31:00] Baldeep: Yeah. Not really not much to add to that, I think you covered it. You covered it pretty well.

[00:31:07] Ross: The funny thing about it too is like I mentioned, like I never liked sales. I was never a fan of sales, but it was literally like that mindset shift where now I’m like, oh, yeah, I love sales. It’s a different approach, you have a different mindset around it, and you realize it’s like I’m helping people. That’s it, like, I’m helping people.

[00:31:25] My ability to sell is my ability to help people make the right decision in their lives and in their business.

[00:31:30] So, come at it with that approach, work on your discovery call, ask good questions, listen, pay attention. Use that to show them where the benefit and where the value is in your program, and you’ll start seeing a big shift in your sales.

[00:31:41] Tia: And stop reading and start doing. You said that in the beginning.

[00:31:45] Ross: There you go.

[00:31:45] Baldeep: Don’t overthink it.

[00:31:47] Ross: Stop reading and start doing. Yep.

[00:31:48] Baldeep: Alright. I guess, we’ll wrap up the episode. Those guys that want more sales training or wanna learn more about what we have ton more sales training in our program.

[00:31:57] Ross: Yeah. That was a small glimpse what’s available.

[00:31:59] Baldeep: [00:32:00] Was a 30 minute glimpse of the hours of sales training content that we have.

[00:32:03] Go to ServiceBureauAccelerator.com. There’s a link somewhere on this page or your podcast, wherever you’re watching on YouTube, whatever.

[00:32:11] Register for a webinar and learn more about it. Alright, we’ll wrap it up here.

[00:32:16] Ross: All right guys. Take care everyone.