the Mindset

So … part’s only gonna be … 13 slides

… and my goal here … is that … by the time we get down to ZERO … is that you’ll be in either one of two mindsets … so you’re either gonna be … in …

A … “this guy’s just … out of his mind?”

Or … B … “How do you do it?”

So on that, let’s go ahead and get moving …

… Most communications training … and … sales training … that I’ve ever been through … typically revolves around … normal topics … like … interpersonal skills and communication styles … and product knowledge … and … overcoming objections … maybe some closing skills …

But … I’ve never seen anything that’s geared primarily towards … opening skills … so … I … created it.

So just know … that this training’ll have … nothing … to do with any of the “normal” stuff … and what we’re gonna do is … is just … scale it … waaaaaay back …

To the mindset … of someone who … turns to google … for help. And really? This is some Art of War stuff right here …

And … of course, we don’t even have to really think too hard about this either … I mean, this is something we’ve all experienced at one point or another …

 

So … this person … YOU! … you’re … experiencing a problem that … you … don’t know how to solve on your own … and it’s frustrating.

And of course you’re skeptical … because of things you’ve heard about … and maybe even experienced … when doing business on the Internet …

But … because of how much information we all have access to … you’ve been able to do as much research … as you can … so you at least has an idea of what you’re looking for …

And of course this translates to in-person, too … not just over the phones and internet, like …

Personally, I’d never just … drive across town to check anything out … without doing some research first.

And I think that, because of the Internet … and us having access to so much information, that buyers today arereally the most … informed ever …

But you also have to realize that there’s a chance … that … you’re misinformed … because you can’t always believe what you see on the internet.

I mean, sometimes it says “THIS” or looks like “THAT” online, but in-person, it winds up being … something different.

So … you have to realize … that …

Your potential client’s mindsets … are really … just a … mixed bag of … emotions … I mean there’s a ton of uncertainty, and … all this just … raises … their already-heightened defenses …

So you click around and … you find a company that … looks like it could possibly help solve the problem you’re experiencing, and … you submit a request to be contacted … and then … you wait …

And … you hope to get contacted … soon …

But … you also hope your phone doesn’t get … blown up … by a bunch-a random people trying to sell you a bunch-a things that you didn’t ask about.

And you hope you don’t get tons of SPAM messages about this …

And you hope that your information doesn’t get shared with other providers …

And really?

… You just hope that … the person that does call you … isn’t … some … idiot.

So again, consider all these factors, and realize … that your potential client’s mindsets are really … just a … mixed bag of … emotions … and it’s a scary mindset to be in.

I mean, no one wants to get “sold” or “ripped off” or anything … so people tend to be even more defensive going into initial interactions, especially when it comes to making purchases … and especially … when doing business over the internet and phones.

So, the time finally comes to speak … and again … doesn’t matter what the product or service is … or what the industry is, even … because … here’s what potential clients are … really saying during initial interactions:

… “Hi, I’m experiencing a problem that I don’t know how to solve on my own … and I’m not sure how to communicate the fact that I’m … frustrated and scared … and don’t know who to trust

so I’m gonna go ahead and throw out smokescreen objections to basically cover for my deep-rooted sense of fear … AND I’m gonna be hyper-critical and scrutinize every word you say and every tonality you use … in order to find a reason to NOT trust you … and then … get this:

We’re gonna go ahead and just spiral out of control while haggling about cost … and we’re gonna do all this before I even know if you have a solution that’d work for me … and it’s all rooted in the trust issues that we all have as human beings … because …

Even though it’s almost 2019 and we all have smart phones … we’re still very much … Primal, fear-based creatures.”

And then Novice Communicators’ll say something like:

“Don’t worry … it’s not really that expensive for my [product / service] …

…. here, let me just go ahead and answer all your questions and then I’ll tell you about all the features and benefits in an attempt to put your mind at ease

Meanwhile, what this does is … is it just dumps fuel on the fire and causes things to … spiral even further out of control.

I mean, think about it … when you jump to features and benefits too soon? … the other person’s brain just … jumps right to … What’s this gonna cost me?” … which, in other words … is … “opposition” so now it’s even more of a fight … and we’re only 90-seconds in

So … what we really have here, under the surface of initial interactions … is a death match … between two primal, fear-based creatures … sizing each other up … and fighting … to establish control of the encounter.

And this happens … every time … two people interact … for the first time for … any reason … I mean, think of job interviews … first dates … sales calls … so, business, personal, doesn’t matter …

And … and it’s all rooted … in our … hard-wired, survival instincts … from … … really from living in fear for most of our human existence.

I mean, think about it … from just a … survival standpoint … our brains’ main purpose … is … really to … keep us alive … so they’ve been essentially … hard-wired … to perceive most new information we come across as “threats” … and most new people we run into as … “foes” … and it’s like …

We can’t even help it … as these snap-judgements are made subconsciously … and this is why … first impressions are just … so powerful.

So, in this particular example … the Potential Customer has established … control of the encounter, and he’s wildly attacking … while the … Novice Communicator’s like an outmatched boxer … pinned up against the ropes, just covering up … and hoping … to make it to the end of the round …

And beyond this point? … the success of the … Novice Communicator … will depend solely upon how nice the Potential Client decides to be … because when someone takes … control … of the initial encounter … what this does is …

Is it sets … the power dynamic … for the relationship … and typically, once the power dynamic is set … there’s usually no switching roles …

I mean, think about it … one person will emerge from this in the DOMINANT … um, Alpha-position … the LEADER … and the other person … from that point forward, will be in the SUBMISSIVE … beta-position … the FOLLOWER.

… And really … there’s just a … night and day difference … with how things go … when you’re in control … of the sales process … and when you’re not.

And I’m not talking about being a bully or … being abrasive or … anything high-pressure or anything like that, either … I’m talking about having the type of relationship where … you’re viewed as more of aTrusted Advisor … instead of a Typical Salesperson

So, we spoke about the mindset of your potential clients BEFORE the initial interaction …

So AFTER the … death match … you have to realize, that their mindsets … are really gonna be one of two things:

And it’s either gonna be, A: … I’m working with pros … who actually listened, who care … who can help me get whatever it is that I’m after …

Or …  B: … which is … I’m gonna have to look at some other options.

So, Power Dynamics … are present in every relationship … and when you … understand this … you can then … purposefullyinfluence them … in your favor … regardless … of established … titles and ranks …

… and by doing this, you can establish … control of the relationship … by speaking with a certain … fearlessness … that just gets’em to take you seriously right from the very beginning.

And there’s really a science to doing this … taking control without being abrasive … and without … being desperate or pushy or anything like that … and I’m a big fan of it because … it … like, doesn’t require smooth-talk or high-pressure anything …

I mean, think about it … if you knew how to craft and tailor your communication strategies and approach to go … in-line with how the brain prefers to receive and process information … instead of going against it? … what this means, really … is that …

… you’ll be purposefullyand fearlesslycommunicating … in a way that doesn’t set off … threat alarms … for people who are … by default … in a … fearful mindset to begin with.

And really … this is a way to diffuse … … TRUST BOMBS … before they have a chance to detonate … later on down the line …

Alright, let’s fly through this last piece … only 3 slides left!

And … what we’re gonna do here is … is we’re gonna go ahead and fly through … some basic neuroscientific principles, like … the … order of operations … and … you may be in for a surprise

You see, the fundamental flaw we make … as communicators … is that … … and I’m quoting Oren Klaff on this … author of Pitch Anything … which I … HIGHLY RECOMMEND

… and this is more paraphrasing, really … but … I mean …

Look … I prepared this presentation with my NEOCORTEX, which is the Human part of the brain … and … you’ve done this too …

Where we prepare the information using … conscious thought and energy … and then we go to … sell it to others, or teach it, or just … you know, somehow transfer the knowledge, like this … and we assume …

That since I prepared “ALL THIS” … with my Neocortex … that I’m transmitting it out … Like a fax machine, like … BRRRR!… and then YOU … receive it with your Neocortex … like BRRRR! And it’s all just a … crystal clear transfer of information …

and it’s … NOT … HOW IT GOES.

New information … and new people … ANYTHING NEWFirst goes through … the part of the brain that we share with reptiles … the Reptilian Brain … and the primary concern here, is SURVIVAL.

And it’s very primal, very instinctive, and it’s like a … subconscious anti-virus software that’s constantly running in the background, scanning for threats.

But, if you make it past this part, you’ll now be dealing with the part of the brain that we share with other Mammals … and it gets tricky here, because now … you’re dealing with emotions … and feelings …

And power … and status … and … I mean, you can make it past the Reptilian Brain but still get shut down here …

I mean … this is all done subconsciously, too … and you know what I’m talking about how, when … like … how, you just get that … feeling sometimes.

Like, instinctively … you can tell within … 30 seconds … if whoever you’re speaking with can help you or not.

And you know what I’m talking about, like … how … no one stops for a minute … to analyze and interpret … the tone … of someone’s voice …

And then … consciously decides to feel …threatened or safe … or skeptical or open-minded … I mean, this is all done subconsciously … like, you just get that … feeling …

So, if you know how to … PURPOSEFULLY … relieve these primal, instinctive concerns … and get … through without setting off alarms … this means you’ll earn access to the other person’s Neocortex

And what this means is … is that you’ll be able to … really have a meaningful connection where the other person is actually … paying attention and taking you seriously … because they feel safe … and feel like they’re working with someone who can … actually … help them out.

Here, let’s put it on a timeline … And we’re down to TWO slides … so, almost there!

the first 28 seconds

Again, this is OPENING SKILLS … so, we’re only focusing on the first :28 seconds here …

So, I’ll draw a line here … and remember, we’re dealing with the Subconscious Mind at first.

In the first 5 seconds, you’re dealing with the Reptilian Brain, and its primary concern is SAFETY.

You make it past that, and now you’re dealing with the Mammalian Brain … whose primary concern is EMOTIONS and FEELINGS.

And … you must … relieve these primary concerns … in this specific order …

And this is CRUCIAL … if you wish to be a … consistentlyeffective communicator.

And when you do all this … you’ll earn access … to the other person’s conscious mind … for the rest of the interaction.

And really, this is all like … lining up the tumblers to a lock, here … so you can get access to the prize, here

So, you’re now dealing with the other person’s Neocortex … which has the ability to use LOGIC … and REASON … and advanced problem solving skills … but REMEMBER THIS

In order for us to access our Neocortex … we MUST … FEEL … SAFE and we MUST

… FEEL … LIKE THE INFORMATION IS USEFUL … AND THAT THE PERSON … PROVIDING IT … IS SOMEONE WORTH … LISTENING TO.

One slide left!

So you have to realize … that by the time you make it to this pointyou’ve been judged … by the person you’re communicating with …

And the judgment is … that you’re either … A: an EXPERT … or B: a NOVICE.

And of course an expert can help … whereas a Novice can’t.

So the instinctive judgment … which is made SUBCONCIOUSLY … by who you’re communicating with … is to … either … PAY ATTENTION to THIS PERSON … or:

Tune this person out and escape the encounter as fast as possible.

And the real problem is … is that you’ll make it past this :28 second mark every single time.

Like, people don’t want to be “rude” or “mean” or anything … so they’ll go along with you and offer up one-word answers to your questions and agree to next steps, whatever they are …

But the problem is, is that when you get further on down the line … where you’re actually presenting a proposal or walking’em through a demo and … it’s now time to make an actual purchasing decision …

And this could be two-calls away … or it could be … TWO YEARS away

But … IF … they perceived you as a NOVICE from the very beginning? … Good luck trying to get’em to sign.

But … if they perceived you as an EXPERT from the very moment you … opened your mouth? … then they’ll make a much more … comfortable … decision when deciding to go with you because …

They feel like they’re working with an expert, and it all starts here, in the first :28 seconds …

So, last slide … we’re down to ZERO

… so, which is it?

A … this guy’s outta his mind?

Or option B?

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