How to Sell Anything (Full Sales Course) — Transcript

Complete sales course by Shelby Sapp covering mindset, psychology, objections, and closing techniques to sell anything to anyone.

Key Takeaways

Sales is a skill anyone can learn and is valuable in many life situations, not just traditional sales roles.
People buy when perceived benefits outweigh perceived costs, influenced by both logic and emotion.
Building rapport and understanding client needs deeply improves closing success.
Overcoming mindset barriers like anxiety is essential to becoming an effective salesperson.
Ethical sales practices build trust and sustainable success.

Summary

Shelby Sapp shares her diverse sales experience from barista to multimillion-dollar door-to-door sales and coaching.
The course covers 10 key sections including sales fundamentals, psychology of buying, mindset, product knowledge, objections, ethics, and monetizing sales skills.
Sales is framed as a superpower and essential life skill applicable beyond traditional sales jobs.
Shelby emphasizes the importance of understanding both logical and emotional factors that influence buying decisions.
She shares personal stories about overcoming anxiety and learning communication through sales.
The course explains how to create a buying atmosphere that balances logic and emotional connection.
Handling objections and closing techniques are demonstrated through real examples and coaching scenarios.
Ethics in sales is highlighted as a crucial component of long-term success.
Continuous improvement and practicing sales skills are encouraged to achieve mastery.
A free workbook with exercises and templates is provided to support learning and implementation.

Chapters

Full Transcript — Download SRT & Markdown

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All right. Over the last seven years, I've sold $3 iced lattes as a barista, $10 million worth of pest control door-to-door in Minnesota, $10,000 coaching programs over Zoom on the laptop, and I've started the largest number one women sales academy where

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I've taught over 9,000 students how to do the same thing. And in this video, I'm going to give you the complete roadmap on how to sell anything to anyone.

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So whether you've been in sales for a decade or it's your first time learning sales, this course can and will help you. All right, there will be 10 sections we are covering: what sales is, the psychology of why people buy,

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overcoming your mindset, knowing your product and customer, the actual sale, handling objections, solidifying the sale, how to get better, ethics—we love ethics—and how to actually make money from the skill of sales. So, it's going to be a lot, but I promise if you go

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through this course and actually implement it, it will change your life. And before we start, I created a free workbook that you can download in the description to follow along with in the video. It has exercises, templates, and

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cheat sheets for you to follow along as we go about this video. So, download that below. Grab a glass of water, get your caffeine, use the bathroom, whatever you need to do, and let's get into it. Okay, so wait, let's back up

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because what even is sales? And why should I care about it? Even if I'm not trying to be a salesperson, when I say the word sales, you probably picture somebody annoying. The guy that calls you five times a day while you're trying

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to live your life. The dude knocking on your door while you're trying to eat dinner. The lady at the mall chasing you down with a perfume stick and you're like, "No, please just stop." Well, yeah. I mean, that is part of sales. But

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sales isn't just a job. It's a superpower. It's a skill set that, when learned, it will completely change the way that you live your life. But first, let me tell you how I discovered what sales is. So, contrary to what you might

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think, I didn't come out the womb wanting to get into sales. That was just never my dream. And I don't think it's anybody's true dream, right? But my dream was to be a badass businesswoman.

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That was just like what I had in my head was like rich businesswoman, highly skilled, highly paid, all the things.

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But I didn't actually know the very first step in order to get there. It kind of seemed a little fuzzy, but I knew the end goal until I was going to one of my college classes and we had a

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motivational speaker come in and like present to the class, okay? And he's talking about how he started the company that turned into Carvana. So big vending car vending machine companies like billion-dollar company. Okay, big guy.

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He talked about how his first step in order to enter the business world was sales and how it was the best skill set that he ever learned in order to start his company and he used all of the

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capital that he earned when he did door-to-door sales to start this company. So me sitting in that auditorium, I'm listening to every single word he's telling me, writing it all down, like trying to soak it all up. And I'm like,

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okay, like if he did sales and he did all of this after, like that sounds like a good first step. Like I'll do sales.

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And so that night I typed into Google in my little college dorm and I'm like sales internship hiring now. And you guys, the very first thing that popped up was a door-to-door sales internship selling pest control halfway across the

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country in a state I've never been to in my life, Minnesota. And if that sounds random, yes, it was very, very random.

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Um, but that was my start in sales. And so you might think, oh well, you just did sales and it was all sunshine and rainbows. That is not the case either.

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Okay. On a personal level, I didn't know how to talk to people and I had such a high level of anxiety that I hated having conversations. Like people would talk to me and I would kind of stutter on my words and think about it for the

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next 5 to seven business days. Like I genuinely hated having conversations. It wasn't something that I was skilled at.

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So this idea of like, you know, I have to start liking talking to people and learn how to communicate was so daunting to me because I knew that very first day that I started sales, somebody would open up the front door and I would be

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standing on their porch trying to sell them something that they didn't even want me there for to sell them. But I had to do it. I had to bite the bullet.

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And so a lot of people think that, you know, you have to be confident and you have to be extrovert and you have to be good at conversations in order to start sales. But it's actually the opposite.

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Okay? Because learning sales and just throwing myself into the process of learning how to communicate and get my point across in a way that I wanted to over a pure conversation and making money out of thin air with my words.

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That gave me the confidence that gave me control over my life and obviously the money was great. So sales is just the exchange between two parties. Most of you are in sales, okay? You're just not getting paid for it right now. If you're

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a teacher, you are convincing your students to listen to you while you try to show them what 2 plus 2 is. Okay?

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If you're a parent, you are convincing your kids to go to bed on time. If you're a nurse, you're convincing the patients to take meds. If you're a server, you are sweetening the table up in order to get a better tip. If you're

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a bartender, you're upselling drinks. An intern, you're asking for a raise. If you're applying for a job, you are selling yourself. If you're a lawyer, you're negotiating on behalf of your client. If you're a CEO, you are selling

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your team on the overall vision of your company. It's a superpower. And when you learn sales, you will never be broke again. There's always something to sell.

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Selling yourself, having conversations, negotiations, making deals, defending yourself from people trying to sell you.

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Sales is a game that you are playing whether you like it or not. You're either selling or you're being sold. So, in my opinion, you might as well get good at it. All right. So, what actually makes somebody say yes to you? Well,

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people really only buy for one reason. Okay. When the perceived benefits of what they are going to get from buying you outweigh the perceived cost of what they will have to lose in order to get that benefit. So, the cost is going to

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be obviously time, money, and energy in order to achieve the benefits. Okay? So this side has got to be more than this side. But we all kind of know that.

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Okay, that's pretty basic. Uh the difference is every person's benefits of each client is going to be different depending on the type of client that you have in front of you. So what does this mean? Well, we need to stimulate a

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buying atmosphere with our client. That way they feel comfortable with the logic of the sale, but they also feel emotionally pulled to spend a lot of money in a one call close with you.

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Okay. So, I'm going to explain how to use human psychology to sell people in just 1 second. Okay. But first, I want to sit down and tell you guys a little story. All right. So, I'm coaching two closers. Okay. I had these two closers

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both lose a sale and they asked me to take a look at their sales calls 'cause they couldn't figure it out. Okay. The first girl is selling very cold, logical, and monotone. But it made sense for the buyer to buy, right? Like he

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could afford it. He was the decision maker. Like logically he probably should have bought. It made sense for him to buy. On the other hand, I watched the second girl's call and she's getting along with the client, uh, laughing.

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They have mutuals, building rapport, like they seemed like they were becoming best friends on the call, but she didn't close the client and she was confused because the client really wanted to, but there was just something mi

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where she didn't. And I sat both the girls down and metaphorically because obviously I'm on Zoom with them. Uh I said, "You both didn't close the deal for the same reason." And they kind of looked at each other a little confused

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being like, "We're two very different sales reps." And I said, "Yeah, that's literally the whole point. You sold too much with logic and zero emotion and you sold with only emotion and no logic." And I'm going to tell you exactly what I

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told them. Okay, so this is the human brain of your client. The left side of the brain is all about logic. The deal has to make sense mathematically, process-wise, and at an objective angle.

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It has to make sense for somebody to pull the trigger. Okay? But then we have the right side of the brain. This is the emotional, creative, fluid side of the brain. And our job as a closer is to

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include both logic and emotion when talking to a buyer. You can't just sell with logic or just sell with emotion.

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Sales people are able to present information that's both logical and emotional in order to make the decision.

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Okay? So you need to create the buying atmosphere including both the left side of the brain and the right side of the brain. So you basically need to stimulate both and sell with both because if you just sell with logic,

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there will be a bunch of limiting emotional fears. But on the other hand, if you just sell with emotion, there will be a bunch of logical fears. So for logic, when we're looking at the left side of the brain, I want you to use

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KPIs, okay? Numbers, data, logic, because logically data doesn't lie. So I want you to outline to your client what it will cost if you do nothing. and stay on the same path. In other words, I want you to use positive data and negative

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data. Positive data is if you commit to this, you will achieve X KPI. For example, if you're selling a marketing agency package, an extra 200 leads a month. Fitness offer, four pounds lost per month. Business scaling offer, an

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extra $50,000 a month in revenue. You need to put a finger on what the actual numerical goal that your client wants to achieve. And when I say negative data, I don't mean negative, okay? But I mean data lost by not making a decision. In

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other words, what the client will lose if they don't buy. In more other words, you are quantifying their opportunity cost. Okay? Your buyer will connect with the logical data of numerically what do I gain and what do I lose if I buy or if

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I don't buy. So for example, if they're making $8,000 a month currently, but they plan to start a business where they have a goal of making $20,000 a month.

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Every month that they delay starting their business, they are missing out on 20K minus 8K is $12,000 of opportunity cost. But I'll dive in more on this later, okay? But on a broad level, you need to show them specifically what they

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get versus what they lose on a number level. Then on the other hand, for emotion, I want you to use a couple different tools. Okay? The first one is future pacing. So, I would ask my client like, "Where would you want to be in six

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months if everything worked out perfectly?" Like, if you could wave a magic wand and you just woke up one day and your problems were solved and everything's sunshine and rainbows.

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Like, take me through that day. Okay? What do you want for your life? Like, what is the goal? What does that mean for you? Why do you want to make 50K?

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Why not 49? Why not 51? Like, what does 50 mean for you on a mathematical wise level, but also on an emotional day-to-day level? You need to sell the dream. Sell the vacation. And this is what's going to get your client to

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emotionally pull the trigger. Okay? And I also have another one for you. Okay? This one's my favorite. It's called sell the sizzle, not the steak. Okay? And in your workbook under section two, cuz y'all should have the workbook out, you

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will see a feature versus benefits exercise. I want you to fill that out right now. Okay? What I mean when I say sell the sizzle, not the stake, is that nobody buys the steak. The steak is the logical side. Okay? But people buy the

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sizzle of it. They buy the ambiance, the dream, the emotions around it. This is why somebody spends a couple thousand dollars with you on a 45, 60 minute sales conversation. They need to be emotionally pulled. So a good framework

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for this that's in your workbook is feature plus benefit. So when you are selling something to somebody, you don't just list what's included in what you're selling them, right? Because that's just logical. That's what's included. It's feature. And what that will get you is

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this. We don't just have Zoom calls Monday night at 8:00 PM Eastern. That sounds like homework. That's the feature. Okay. And what that's going to do for you is now you are going to have live coaching accountability from the

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mentor themselves. Be around an atmosphere of other motivating women ready to keep you accountable every step of the way. They don't buy a Zoom call.

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They buy the accountability, the energy, and the live coaching and mentorship from one of their favorite people. Okay?

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But that's just an example. Whatever you are selling, it's plug in the feature, but then you sell with the emotional benefit that they are going to have on a day-to-day basis. Because at the end of the day, you guys, people don't buy what

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the product is. They buy the day-to-day benefit that it will reap them on an emotional and logical basis.

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Okay, so you might be thinking to yourself, will I be good at sales? Like, what's the difference between some people that kill it in sales and some people that just burn OUT AND DIE? WELL, the answer is sales is 80% the energy

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that you bring into it and your mindset. Okay? I mean, do y'all think I would close any sort of deals or be taken seriously looking like this? Absolutely the [ __ ] not. Let me go change. Okay, I'll be back. Okay, that's better. I

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mean, as cliche as it sounds, you need to have an amazing energy around yourself as a closer in order to motivate people to achieve their higher selves. Okay? So, no, you don't have to be a supermodel, cake yourself with

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makeup, or wear your hair a certain way, but you do need to look good in order to feel good in order to perform at your best self to help other people. Like, you guys, when I first started sales, I

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did not realize the weight of this, okay? I thought sales was all just about saying the right words. And oh boy, I couldn't have been more wrong. My very first day of sales, I was all prepared with my script, exactly what to say,

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word for word, okay? But I was going door to door to door to door, kind of half in, half out with my own mindset and my own energy because I'm like, I don't really know what I'm doing here.

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I'm the only girl here. I'm not totally sold on doing this whole sales thing yet. and I was selling high-priced pest control in a very lowincome neighborhood. Okay, so these people literally didn't even even have doorbells and I'm trying to sell them

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thousands of dollars worth of pest control contracts that just didn't compute in my own head. I wasn't sold on myself as a closer and I wasn't sold on the actual product that I was selling these people. So when I was going door

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to door, it was very low energy. I was like, maybe they'll buy, maybe they won't. It's kind of stupid. Everybody else has been telling me no, so the next one will probably be a no. And what happened was I worked for eight hours

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for free. It sucked. Okay. Until my manager texted in the group chat, the three sales reps that didn't have any deals on the day, which is obviously very humbling to be in that group chat, but I was. And he said, "Hey guys, the

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next one of you to get your first deal, I will buy you dinner." And I'm like, "I'm a little broke college student.

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Would love to get my dinner paid for." And my ego kind of kicked in because I'm like, "Okay, I'm going to get the deal out of them. like I don't want to be in the second group chat. So what I did was

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I told myself I'm like okay this next door is going to be a yes. I will make it a yes. It is going to be my magic door. Let's go. I recollected myself and I entered that door with amazing energy

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and call it luck or whatever you want. The woman, her name is Tiffany Velasquez. I will remember her to this day. My very first sale ever. She opened the door. I pitched her with good energy rather than just, you know, the half in

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half out monotone type of vibe. She opens the door and she goes, "That's so funny. I was looking for someone this morning. I would love to buy your pest control. What are the prices?" And I'm like, "Come again." I'm like, "You

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exist." Um, but call it luck. Like I said, whatever you want. But I genuinely think it was the energy that I brought to the door, okay? That created an amazing energy transfer. And you guys, sales is all energy. You will realize

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this by the end of the section, okay? And even though she probably was a lay down, like she was going to buy regardless, it gave me the confidence closing that very first deal that I now knew what it looked like to actually

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close someone and that it was possible. And she literally, we became best friends. She was awesome. She walked me to her neighbor next door, her best friend, Veronica. She goes, "My friend Veronica also needs pest control. Like, help her, too." I'm like, "For sure,

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Veronica. Let's go." So, I sold Tiffany and Veronica next door. Okay. Then I had this high. I was like, "Oh my gosh, I just made $2,000. Let's freaking go." You guys, the next three doors that I knocked in a row, yes. Yes. Yes. I went

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from getting told no for eight hours to five yeses in like less than an hour.

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And I broke the company sales record that a new sales rep could have on their very first day, all within like 45 minutes. Okay. And after reflecting, I don't think that it was just five lucky doors at the end of my day, right? I

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think that it well, I know that it was my energy that I was bringing into these doors because I finally got a taste of what closing an actual deal would look like. So that's why people say that sales comes in threes because your

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energy is infectious. Okay? So the next time you close a deal, you don't stop.

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You don't celebrate. You don't, you know, get yourself some Door Dash Chipotle with some guac in it. No, you double down. You go even harder because the energy that you have through every single sales conversation is why somebody is going to be receptive to

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what you are saying opens the door literally and metaphorically to you being able to sell them. So yes, it is about the energy that you bring into the conversation. That's true. But it's also about how you preserve your energy

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throughout a very long workday. Okay? And I'll teach you how to preserve your own energy as a closer while you are getting rejected. Because guess what?

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That's part of the game in sales. Okay? You are going to get told no over and over and over and over and over and over and over again. But that one yes is going to make you so much money that it

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makes all of the other nos worth it. Okay? And this is how I need you to think of sales. Okay? It is a numbers game. So when you get told no, how do you stay in good energy? That way when

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you get to that one yes, you can be in good energy, in good motivation to be able to claim that yes. Well, a couple tips I have for you. Number one is I like to add context to the rejection.

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Okay? So, when someone tells you no or blows up on you, I tell myself little BS lie. It's like maybe she just got pulled over this morning. Maybe she got served divorce papers. Maybe she is just really in her bag having a bad day. Okay?

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Villainize them a little bit in your own brain. It helps you deal with the rejection because they're not rejecting you at the end of the day. They're rejecting the conversation or they're rejecting their future selves. Okay? So, it really helps to kind of disassociate

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from this. No. And here's the key. You need to pad yourself when you have bad days. Everybody thinks they need to be hard on themselves and, you know, I'm so bad. I didn't make any money today. Blah blah blah. That's not true. Okay? You

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don't reward yourself when you have good days. It's actually the opposite of what most people think. I want you to learn to love rejection. Okay? Gify the nos.

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Like literally write a tally down every time you get a no. And when you hit a certain number, you get a little reward.

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Maybe get to door dash an energy drink. Just something to make you chase the nose because the nose will lead to a yes. And obviously you want the yes, right? But I want you to associate some sort of serotonin level with yourself

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with a no. Okay? Then we get into the character method. I genuinely want yourself to play a character. I call it my alter ego. Everybody meets me in, you know, real life, in person, and they're like, "You're not as crazy as you are on

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social media." And I'm like, I know. It's because I play a character and not necessarily a separate version of myself that doesn't exist, but just an alternate one that an alternate energy that I can step into whenever I need to.

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And so for you, whenever you are getting into a new offer, a new sales position, you can play a different character.

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Okay? So when I was doing door-to-d dooror sales selling pest control, I was the bug girl and I would step into this energy where I love pest control. We have the best pest control services ever. I know everything about bugs. Like

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as weird as it sounds, you step into this character. If you are the real estate girl, guess what? You are now going to be the real estate chick. If you're on a fitness offer, you are now the fitness chick. If you are the

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business scaling, talking to big business CEOs all day, guess what? You're going to be a little bit more sophisticated when you hop on the calls rather than someone that's selling a different offer to a little bit of a

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younger target market. Okay? So, know your target audience. Know who they want to buy from in the context of the sales conversation and play the character.

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Okay? Because this also helps you gify the rejection because they're not rejecting you as a your personal human being. They're just rejecting the character that you play inside of your sales business. Okay? And outside of your conversations, I need you to also

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treat it as seriously as inside your sales conversations. Whenever a girl comes to me and she's like, "Oh, my closing is just dipping. I'm having a bad month. Like, I don't know what's going wrong. I don't think I'm doing

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anything different than I used to do. like what's going wrong? I always ask her, "What's your morning routine? What did you do this morning? What did you eat for breakfast? Did you make your bed this morning?" And she's like, "What do

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you mean? I thought you were going to audit my sales call." And I'm like, "No, no, no, no. Sales is as much what happens outside of your job as what happens inside." Okay? Because the little tiny commitments that you make to

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yourself that you don't fulfill will dull your confidence as a human being and as a closer. And then you bring that outside [ __ ] into sales and it'll bleed through. And the funny thing is is money is a lagging effect. Okay? So you might

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not see this lagging effect of not doing things that you would say you're doing or not being sp and span in your personal life right now. Okay? Because you're good. You have a little bit of an ego. You're closing deals and you're

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like, "Oh, I don't have to watch the trainings anymore. I don't have to go work out this morning. Like I can get by and I can still close a deal." But money is a lagging indicator. Okay? Okay. So,

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it might not lag now, but it will in 2 to 3 weeks. So, this is why you need to stay on top of yourself as much as you are staying on top of your sales training. I always say sales is personal

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development disguised as a job. You need to be on your [ __ ] Okay? So, get your habits and your personal life in order.

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That way, you have the confidence that can transfer into high energy that you bring onto the call. Now, outside sales calls, I have a daily scorecard for you guys in the workbook. So go to your workbook right now and I want you to

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fill this out and it's called the bad day protocol. When you have a bad sales day, I want you to pad yourself, okay?

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Don't reward yourself on your good days. Reward yourself on your hard days. That way you keep your serotonin levels like even, okay? You need to stay stoic. So when you have a bad day, instead of getting hard on yourself, go do a

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comfort activity. You know, call someone when you need support. Have a mantra that you repeat to yourself. Uh when I close deals, mine is I'm her. It's just create your own that you can say to yourself and your brain is like, "It's

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okay. I'm her. I'm going to go to the next one." Okay. And what do you need to do in order to reset your energy? Some people like music, playing your favorite song. Mine is a caffeine addiction.

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Okay? Whatever your advice is, though, just have something accessible in order to step back into this positive energy to go to the next client with good energy rather than letting the nose affect someone that might say yes.

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Because no high energy output comes from a low energy input. Okay, so let's back up because how do I even know what to say to the person in front of me? How do I sell them? Well, you don't. Okay, I want you to think of

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yourself as the doctor. Okay, the doctor doesn't just come in and straight trying to sell you stuff and prescribe you.

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Okay, he instead sits down. Okay, he leans back. He takes out his little clipboard thingy and he essentially just asks you why you're in pain. What's going on? Tell me a little bit about this. When did it start? What's going

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on? What does it feel like? Is it sharp? Is it dull? He listens to your problem.

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Okay? He doesn't prescribe you right away. So, pause and ask. That way, you can figure out the root causes. And there's a specific way that I want you guys to ask your questions. Okay? I want you to ask these people three types of

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bucket questions. This process is called gout selling. Okay? We ask our clients three different types of questions in order to expose the gap in where they're at right now versus where they want to be. Why? Well, this creates true

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urgency. Okay? Everybody thinks urgency in sales is built when you tell a client there's three spots left or the discount expires tonight. But that's just simply not true. That will only attract broke buyers who are scared of not getting a

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discount. And we don't like dealing with broke buyers, okay? And so it's also a little too pushy and slimy and aggressive for my liking, but that's just me. Okay, so I'm going to teach you the right way to truly sell somebody

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through questionbased selling to create true urgency with your client. Okay, we do this by exposing the wideopen gap and creating inner tension that triggers a deep sense of urgency to actually make a change right now. I like to say this is

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the art of creating internal stress for your client. And no, that's not as bad as it sounds, okay? So, stick with me, okay? So, when you first try to sell a client, you don't sell, you ask. So, the

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first bucket of questions that I want you to ask them looks like this. We call them current state questions. Okay? We need to simply figure out what is going on with our client and what their issues are right now. We ask two different

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types of questions. Okay? We ask probing questions, which are very surface level questions, just kind of like poking around the bear. What's going on? When did this start? And then we ask a little bit of a deeper layer of questions

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called provoking questions. These are similar to probing where you're trying to figure out what's going on, but you add a layer of emotion to it. So, like, well, why are you unhappy with that? You say you're making $4,000 a month as a

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server. like that's a good amount of money, but like why are you unhappy with that? Like take me through your day.

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Like the actual stressors. And these provoking questions will allow a client to open up about the actual emotional roller coaster that they go on on a day-to-day basis about their problems.

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Okay. The reason that we ask these types of questions is because this creates a release of the stress hormone called cortisol. Okay? So cortisol is what your brain releases when you're a little bit stressed. When someone's talking about

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how unhappy they are going through this problem, they get a little stressed about their problem. Okay, this is good.

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This will help us create the inner tension. Then we transition from asking about the current state to asking about their goals. We call these desired state questions. This is essentially if everything works out perfectly, if you were to wave a magic wand in six months

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and everything went away, what would you do? Take me through your day. If everything were to be solved in a perfect world, what does that look like to you? This is what the client wants.

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Okay? And when a client is talking about their problem being solved, this pain being relieved, and in a happy go-lucky scenario where everything is perfect, this is what it would feel like. We do this because this actually releases the

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happy feel-good chemicals. Okay, oxytocin. And I might mess up the spelling of this, okay? I'm not a selling teacher. I'm a I'm a sales teacher. Okay. Uh oxytocin and serotonin. Okay. When somebody is talking about their goals and themselves

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achieving it and you're putting them in the state of tell me about this, walk me through this, their brain literally reveals happy feel-good chemicals because they're talking about what it would be like to actually live in this moment. Okay, this is what we called the

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desired state, the future state. Okay, but then like I said, this is a triad.

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So, we got the third part coming back. We need to bring them back down to reality a little bit. We call this cost of inaction which is essentially okay well let's pretend in six months nothing does change right because nothing has

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changed right now take me through that well if nothing changes I would be in the exact same spot I would be going through the exact same current state right and what does this do this releases the same cortisol the stress

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hormones okay so we literally took them through three different levels asking about their current state then we transition to desired state. Then we went straight back down to cost of inaction. What happens if nothing changes? Where will you be in those same

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six months? And that brings our client back down into reality that if nothing changes, then nothing will change.

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Right? So asking these questions triggers that last sense of cortisol. And when you have cortisol to oxytocin, serotonin back to cortisol, this creates what we call inner tension.

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It's unsettling to go from being stressed to happy to stress. And they literally in their brain reveal a sense of stressfulness and urgency. And this is how you create true urgency with a client. You know, more cortisol and this

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inner tension leaves our client with the feeling that I need to close this gap and solve this issue in order to relieve the pain and the stress that I'm feeling in this moment. Okay. So this is why we

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call it the inner triad of stress through gap selling because the gap between where this client is versus where they want to be in 6 months, 12 months, whatever the time is. This is the gap. Okay? This is the cell that you

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are making. This is what we call your client's why. This gap, okay? And this why sets us up for a very smooth transition into the sale because their why is going to be plugged in and played into the solution that you prescribe

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them in other doctor sense. So how do I sell to people that I don't really know? Okay, so I had a block in my brain that I could never sell old people. That was the one type that I was

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like I hated when I would sell old people because I just couldn't. Okay, and people on my sales team went as far to say old people suck. they never buy.

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But what I figured out is that the normal sales pitch, talking fast, being pushy, didn't work for older clientele because they can't hear and they can't understand you. Okay? So, understanding who you are talking to and personalizing your pitch to them will be the key. So,

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here are some tips on how to sell old people. Okay? Talk slower. Never turn away because then you're projecting your voice elsewhere. Always have your palms open. This conveys that you have nothing to hide. Overexlain every part of a

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contract. Don't gloss over any little details. And always end with, well, what other questions do you have? What other questions do you have? What else? And obviously, we're not just selling to old people. Okay? So, let's do a little

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roulette of the different types of people and how to sell to them. This is what I mean when I say sales is a little stereotypical because you will be able to look at someone and know how you're supposed to talk to them. Okay? But

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beyond old people, let's talk about everything else. Okay, emotional versus logical. Emotional buyers want to spill.

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They want to rant. Okay, allow them to rant, but I need you to maintain call control and get back into the sales conversation if they ever try to rant for too long. A phrase that I like to use is like, "Dude, I could talk with

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you about that all day for hours." And I mean, I wish we had hours, but we only have like 45 minutes, and I really do want to help you with this. So, is it cool if we just get back to the combo?

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And logical buyers are on the opposite side of the spectrum. They don't really want to open up. Okay? So, ways to kind of get them comfortable in order to open up to you. I have a little trick for

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you. Okay? Number one, use their first name. People love hearing their name. Mirror the last couple words they say and pause. That way, you can hold space for them to go a little bit deeper with you because people love to explain when

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there's a little bit of silence. Okay, let's go back to old versus young. We already did old people. Now, young people, back to you. Young people have a future ahead of them. So, you're not really selling pain. You're selling more

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of the dream in the future. And they also care a lot about what other people think. So, ego has a big factor into this. Now, alpha versus beta. Alpha, they need to think that it's their decision. Okay? You cannot tell them

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what to do. They're in their head. They are the head. You are the neck. Okay?

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So, you are the one steering. But at the end of the day, the decision has to be up to them. Couple phrases I like to use is, I mean, I'm sure you know the numbers of your company, so you tell me

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about the last few months. Or, um, I mean, I'm sure you've tried everything, like, who do you think is at fault for this? Because they're never the ones at fault in their own head. Okay? I also like to use storyelling. So, instead of

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asking like, "What does it feel like to go through this?" They won't really open up with that. Use somebody else. say, "Hey, I was talking to another big baller the other day and he was feeling a little lonely with XYZ going on. Do

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you feel that too or am I completely off base?" But when you tell a story and you ask if they identify with that, it allows them to really open up without ditching their ego. Okay, now let's talk about the beta male or women, just betas

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in general. They need someone to take control and to be direct. You need to be firm and if they trust you in the process that you outlined, they want to be told what to do. Okay. Now, let's talk about male versus female on

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obviously a broad spectrum. And I'm talking male like girl on guy scenario cuz your girl closer, they're the guy.

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Okay. Never tolerate any disrespect. Keep rapport and conversation only about the deal and sales conversation. Keep the conversation like only about business. Don't let them, you know, have their way with you. Okay. Now, let's talk about girl on girl dynamics. So,

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you need to be their friend, be their helper. Don't lecture them. Don't tell another woman what to do. Okay? So, I want you to also ditch the fake compliments. Women have amazing intuition so they will know if you're

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trying to be fake with them. And obviously, that was just quick roulette on very surface level customer archetypes, okay? But at the end of the day, every person has a different personality type. So you can clock kind of the surface level stereotypes in

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sales by using that as a rough guide. But now let's dive into the actual personality types of different people.

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So personality traits more boil down to each person's leverage. What do they actually care about? Does this person care about saving time? Does this person care about getting better? Does this person care about not getting worse?

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Does this person care more about their ego or reputation or how they look in front of their co-workers, their friends, their family? And these are just rough concepts, but how can you meet them at their level? So, I have a

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little exercise that I have every single one of my sales students do, which is the empathy map. So, whenever you enter a new sales industry or a different job offer, you need to fill out one of these empathy maps about your target client.

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So, this looks like what do they see on a day-to-day basis? What does your client see? What do they say to their friends, to their co-workers, to their family, to themselves? What do they think inside of their head? What are

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their limiting beliefs? What are their objections? What do they stress about? Okay? And what do they hear? What do they hear from their friends? What do they hear from their family? What do they hear on social media? You need to

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put yourself in the other shoes of your client in order to truly understand what they go through on a day-to-day basis in order to figure out the leverage points that will urge them into a buying decision. Okay? But at the end of the

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day, treat others how you would want to be treated. That is the golden rule. But the platinum rule is treat others the way that they want to be treated. And it's the same with sales. Sell others the way that they would want to be sold

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to. The way that you buy is not the way that somebody else is going to buy. So, put yourself into their shoes first.

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Okay. So, what does a sales conversation actually look like from start to finish? Well, let's get into it, shall we?

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Hey, how are you? Oh my gosh. Yeah, that's so awesome. Nice to meet you.

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Where are you from? That's so cool. My family's the same. Your outfit is so cute.

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That's wrong. Hey, so it looks like you booked a call for XYZ in order to help XYZ. Is it cool if we just kind of jump right in? You need to justify why you are there before you start building

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rapport. For example, think about the last person that texted you from high school, okay? They know you're doing all these big successful things. They text you, they're like, "Hey girl, how are you? Like, how's everything going? I saw

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you got some new dogs. like blah blah blah. You get that text and you're like, "Weird. I haven't heard from that person in so long. Like, why are they texting me? What do they want?" You know, they are just being nice to you because you

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know there is an ask after. And the way that you perceive it is you might not even respond because you know what is up. Okay? Sales is the same way. Your clients know what is up. You need to

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flip this. For example, if the friend from high school were to text you and said, "Hey, I saw you're doing XYZ.

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That's so awesome. I would love if you could talk to me for like 30 seconds about advice. Next text. Also, I saw you just got two new dogs. That's so cute.

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How are they? How have you been? The rapport is more genuine when it comes after the ask. So, while everybody thinks that that was the right thing to do, it's wrong. It triggers sales resistance in your client's brain because they ding

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ding ding know that you're only being nice because there's an ask coming after. So, first get to the freaking point and then build true rapport while you are actually connecting with someone. Because when I was closing deals in high ticket sales, I was

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approaching clients talking how a young girl talks. Like, hey, so nice to meet you. Oh, that's so cool. But people weren't taking me seriously. And I was like, why aren't people taking me seriously? Is it because I'm a woman? I

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even pulled the woman card. I'm like, I can't even believe I used to do that.

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But the reality is I learned how to make a quick few switches to my delivery and tonality. And the result is just by those quick little tickytacky things, I started closing more deals because people actually trusted my authority

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first before I started connecting with them. So step number one, switch your tone from inflection positive to inflection downward. Okay? End each sentence as a statement, not a question.

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Step number two, don't talk in commas. Talk in periods. Hey, nice to meet you.

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My name's Shelby. I'm here because of blah blah blah. It sounds like I don't know what I'm talking about. Hi, nice to meet you. My name's Shelby. The reason I'm calling is because of blah blah blah. It makes you

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sound a little bit more trustworthy when you just get to the freaking point. So, keep your intro short to the point, but the tonality is direct, like you deserve this person's time. So, three things.

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Keep your intro short. That's number one. We just did that. Now, number two, justify why you are talking to them. I'm calling because of blah blah and blah.

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Then number three, get the leverage. We're actually out here because everybody's trying to get this set up before January when New Year's comes around. That's the reason you're calling. Okay, let's talk discovery because everybody thinks the sale is

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made while you're actually selling someone. That couldn't be farther from the truth. Okay, so if this is your whole entire sales process, okay, we've got the close and objections here, right? This is kind of like the end of

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the sale. But then we have the first contact. I want to show you something.

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Okay, so this is 10% of your sale. The first 10% is right when you're just getting to meet them. Your little intro, it's short. Then we have the 80% of the sale, which is your discovery, where you're asking questions, getting to know

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them, and doing the gap selling process that we just did a couple sections before with the three bucket questions.

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Okay? Then we get into the initial close and roll every single objection that we need to if there are any objections at the end. This is the last 10% of the sale. So, everybody thinks that the sale is made after the close. That's not

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true. The reason being your client has their guard up during the 10% of the conversation. Think about it. When you first enter a sales conversation, you're kind of like, "Okay, what is this? I know this is a saleserson." Like, you're

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just getting comfortable with them. Your guard is a little bit up. Nobody's going to get sold in the first 10% of your sales conversation because they have a high guard to your sales frame. Then once you kind of break the sales frame

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and you're more of a helper getting to know them, solving their problems, this is discovery. This is where the sale needs to be made. You need to preempt every single objection in discovery before you close somebody. Because what

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did I just tell you guys? in the 10% of the sales conversation, it's so much harder to sell somebody because they know that you're trying to sell them right in the beginning. It kind of goes away throughout the middle of the call.

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And then as soon as you show them a price tag, it immediately goes back to, "Oh yeah, I have to make a buying decision and this person is trying to sell me to get a commission." So every objection that you roll after you show a

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price tag is me versus you. Obviously, we're going to learn a little bit later into this video how to actually roll objections, but the point is to not get a ton because the sale happens in the 80% of the conversation while their

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guard is lowered. Because while their guard is lowered, you are able to actually roll somebody's core beliefs and preempt different objection thinking. So again, the first 10% of your sales conversation, their guard is high. They're on alert. They don't know

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you. they're not going super deep with you, then their guard kind of starts to lower. You get into discovery, asking them those three different bucket questions of current state, future state, then cost of an action. This is where the sale needs to be made because

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they're comfortable with you. This is where you're actually going to be able to convince someone to reframe their thinking to earn trust because as soon as you show them the price tag over here, the their guard goes right back up

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as soon as they see a dollar amount. So, they better be sold within this 80% by the time that you show them the price tag. So, a couple tricks to make sure this person is sold in the 80%. I'll

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give you some. So, number one is conversational threading. When somebody tells you like, "Well, my back hurts." if you're the doctor. Okay. Then you take that thread and you kind of grab on to different types of follow-up conversations and follow-up questions

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from that one pain point. So, my back hurts. Okay. Most sales reps would just stop there. But surface level questions get you a surface level buyer. You need a deep emotional buyer. So, somebody tells us one problem. For example, my

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back's been hurting. It's like, okay, well, when did this start? Is it a dull pain? Is it a sharp pain? When do you think it started? What do you normally do on a day-to-day? Is it your upper back, your lower back? What about your

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knees? You can pull like 15 different questions from one pain point that they give you in order to actually get to the deep meaning of why. Basically, for every inch that your client gives you, you're going to take the freaking mile.

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Okay. Number two, I need you to gather ammo, aka questionbased selling. questions mean you need to get so curious about the other human being that we have in front of us. And when people give us some sort of pain points, you

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don't necessarily need to attack them right then and there. Oh, well that's exactly why you should do this because of blah blah blah. No, stop. Just chill.

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Sit back. When someone gives you a pain point, they give you a little bit of leverage. Use it as gathering ammo. take it and put it in your back pocket. That way, when you're actually showing what's included in your product or service,

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hey, when you when you mention this, this is specifically going to help you with that pain point that you told me earlier. That is the cadence of the sale. So, don't attack every single little painoint with trying to sell them

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right from the jump because they won't open up to you. So the very first part of this 80% is just gathering as many pain points as possible, as much ammo as humanly possible that they will give us, keeping them in our back pocket, and

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then plugging and playing those pain points with solutions throughout the sale when we actually start talking about our product or service. But this is not the time for that yet. We're just in discovery. And I want you guys to

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remember, don't listen to reply, listen to understand. Yes, you always need to be like 10 steps ahead of your client and thinking of like the game plan. The wheels are turning in the back of your brain. But the way that you come off is

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that you are actively listening to this person. That way they can actually open up to you and feel comfortable because it's just a normal conversation or that's what they think. Um, but that's how you genuinely get curious about them

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and they feel this. People know when you aren't listening and you're just thinking about how you're going to sell them. You need to treat it as you're talking to a friend almost. You're like, "Really? Wait, tell me more about this."

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Like you can rotate between, "Tell me more about that. Wait, can you give me an example?" Or like, "Wait, specifically like what what does that mean? Oh, when when did that start?" It's literally like talking to a friend.

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You're like, "Wait, they did what? Wait, no way." I mean, have you ever done anything similar to something like that?

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When did this start? Who do you think is responsible for this? I mean, well, in a perfect world, like, what would this look like for you? You are literally just asking questions to get people to talk about the three different buckets:

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current state, future state, and cost of inaction. All right, y'all heard me say this buzzword a little earlier on to this video, but now let's talk about it.

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Preempting objections. So, like I said, as soon as you say the price, it's salesy to overcome objections. So, the best way to sell somebody is to overcome their objections before you say the price, before they even come up. This is

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why women are so freaking good at sales because we have such a solid intuition.

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We can kind of clock when somebody is going to give us a certain objection, especially as you start closing more deals. Okay? For example, if you are talking to a client, we shall call her Stacy. Stacy has a fat rock on her

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finger and she's using buzzwords like, "Oh, yeah, me and my husband. Oh, we us." Like, you know that Stacy probably has a husband or a fiance. Okay? You're going to clock that. you are going to preempt the spouse objection by being

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like, "Okay, Stacy, when you did something like this in the past, um, cuz you also used the other company in the past, were you the one that had the conversation with them or was it you and your husband?" Like, does your husband

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know you're on this call? What does he think about you getting into something like this? You need to gather some sort of ammo on if the husband is going to be an objection later on into the call, but

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also kind of be careful about not creating objections out of thin air. Because for example, if a closer was talking to me, I have a ring on my finger, but I make my own decisions. So, if someone were to ask me, "Oh, is your

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husband the decision maker?" I'd be like, "Bitch the fuck." No. So, you don't want to create an objection. You just want to like tiptoe around it. So, if somebody asked me, you know, oh, awesome. Well, when you signed

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up for another fitness program before, like you told me, was that just like you and the other salesperson talking? Like, oh, yeah, for sure. Like, oh, we got along great. I don't really know what she's talking about, but she can gather

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the information like, okay, this woman is the decision maker because she didn't have any other decision makers on the call and it was just her and the closer.

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That's how you kind of clock the objections without creating an objection out of thin air. Another one that just came to mind, if you're talking to a client and the client starts telling you, "Oh yeah, we were going to go to

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Italy, but it's just so expensive or like gas prices are insane or the economy sucks right now or like, yeah, thank you. I know. I like my bracelet, my necklace, too, but they're fake. Like I like buying the fake things over the

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real things." Anyways, I might clock that this client probably is going to give me the objection it's too expensive later on into the call because she has already lived in costbased thinking.

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She's always trying to get the cheaper option or complaining about price in every single scenario. So, this kind of language is what you would clock to preempt the price objection. So I would say something along the lines to this

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client of like I mean when we're talking about joining something like this I just want you to make sure that you know it is an investment because at the end of the day the backend that we put into

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this the show that we put on in order to run it does cost a lot of money. So are you at a time and place in life honestly right now in order to make a real investment in order to solve XYZ

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problem. I didn't say, "Bitch, can you afford this or not?" But I just said, "Are you at a place in time to actually focus on investing into this problem?" For example, this is another one. If you are talking to a client and they're

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like, "Yeah, I've been wanting to hire a marketing agency for the last 3 years.

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We haven't really done anything yet." This client might tell you later on into the sales call, "Yeah, we'll just think about it. I'll just wait on it." Why?

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Because they didn't have enough urgency three years ago to start something. So why would they now know? So I would clock this future possibility of an objection and I would preempt it right now by asking a question along the lines

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of I mean so if this started 3 years ago like why didn't you solve this problem 3 years ago when it started or two years ago or one year like why now did you just decide to look into this and

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they're going to tell you oh well I mean we just started seeing our revenue numbers dipping and it's kind of gotten to a point that it's a little bit overwhelming and my team was saying that I should hire a marketing agency. So, I

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just thought right now was the best time. Awesome. You know why? The client just spoke to me. The reason why right now is a great time. So, this way, and I want you guys to understand this, after you show price, it would sound so

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unnatural for this same client to say, "Yeah, we should probably just think about it. I'll just wait on it." Because you got her to voice the words. Right now is the right time. It wasn't three years ago, wasn't two years, wasn't one

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year ago, not one year from now. It's right now because of these specific reasons is why I'm here today talking to you. So, that's kind of how you clock these different tiny objections. And the psychology behind it is this. I should

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have had my brain out here right now, but it's long gone. Okay? The psychology behind this is that every single word that comes out of your mouth is with the frame of a sales rep. It's salesy. They know you're trying to close them, right?

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That they just know that. People are smart. But the human brain does not allow the words that come out of their own mouth to be lies. So whatever they say is law. So you need to get them to

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speak their own sale. So what did I do in these last three examples? I preempted pretty much every objection that you will get. Time, price, and spouse. So when this person speaks, I am the decision maker. I'm ready to make an

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investment. Before wasn't the right time, but right now is the right time because of this, this, and that. I won't get those objections later on into the sale. So, what did we do? We literally just overcame all of these objections

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that we were going to get at the end of the sale right in here while her guard was down. So, this is how top sales reps actually sell. Everybody thinks that the top sales reps overcome 10 different objections at the end of the sale when

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that's just not true. Because top 1% sales reps, which I know you're going to be once you're done watching this master class, they know how to set up a wellfunnneled and smooth sale. That way, the closing just becomes more cash

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collection and answering questions. And just remember, asking surface level questions get you surface level results because you have a surface level emotionally pulled fire. Okay? And the person who asks the most questions always controls the conversation. Guys, sales should be 80/20. 80% your client

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talking, 20% you talking. So what are you doing for the 20% to get them to talk? For the 80%, you're not talking.

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You're not selling. You are asking. That way they can be speaking all of their answers and sell themselves. Okay, let's talk about the transition because this is where most sales reps fumble the freaking bag. Okay, they do all of this

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work building rapport, asking questions, getting the prospect to open up, and then they just blurt out, "Okay, awesome. Now that you just opened up to me, let me show you what we've got." I actually couldn't even say those words

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without actually almost puking in my mouth. Okay, that was obviously the wrong way to do it. So, I'll give you two ways to transition to the cell the right way because the transition is so important. Okay, so it sounds like

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you're having XYZ problems. Um, if we did A, B, and C and implemented that, do you think that would help? Okay, cool.

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It's so funny. I was just talking to so and so who had the same problem and they got this result. Let me just show you really quick. These two things are called tying the bow and building credibility. Two little transitionary

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ways that you can tie into, literally tie the bow into some sort of solution and transition into the actual cell while also building credibility. I brought in a little bit of a testimonial like, "Oh my gosh, it's so funny. It

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actually sounds like someone we just had a conversation with a couple months back that we've helped do this, this, and that. Let me show you." Boom. Now you are right into the sales pitch showing them exactly what you offer and plug

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andplay your solution into all of the pain points and leverage points that you gathered. Cuz this this is sales. It's simple. It's now that you have all of the problems, you are just going to show the different solutions that are

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tailored to the very specific problem that your client has. Okay. Now, presenting the solutions. Here's where most people think the sale happened, but it doesn't. The sale already happened in discovery. Okay. Presenting is where you prove that you were just listening to

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them. So, I'll give you a framework. Okay. When we talk about building value, obviously you present the feature but sell with the benefit, but we already did that. That's like little kid stuff.

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This is a little bit more advanced. Okay. So, how you build value is a value creation formula. It looks like this.

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The outcome times the certainty minus the cost times the risk. So this is what is going through your client's brain. Okay, they are weighing the desired outcome what they are supposed to get times the certainty that they think that both the

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process can give it to them but also they can get themselves the outcome given the right tools. But then this is the top part of the equation. Okay, we need to maximize the outcome times the certainty. But the negative side of the

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equation is the perceived cost times the perceived risks. These are what we need to minimize. So a couple different things. LET'S TALK ABOUT OUTCOME. So this is the KPI that you are selling someone. If it's a marketing agency

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offer, you're selling someone an extra 10K a month revenue given the right marketing services. If it's a fitness offer, you're selling them lose four pounds in one month, one pound per week.

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Okay? Whatever the KPI is, that is the outcome. Couple key things with outcome. It needs to be a clear but realistic goal. Sometimes you will be talking to clients that are in what we call unicorn land. Okay? You'll be talking to a girl

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and she's like, "Yeah, I want to start this business and I think it can do $100,000 of revenue in 3 months." That's probably not going to happen, right? So, the thing is, you can't let people give you a BS goal because if they give you a

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BS goal, the certainty doesn't exist. They can give you a super high outcome goal, but they'll have a level zero certainty when it comes to actually pulling the trigger because they'll know deep down in their brain that it's

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probably not going to happen. And if you let them believe their own BS lies, not only are you doing them a disservice because, you know, it's probably not reality and they will be an unhappy customer, but they also know that it's

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kind of out here in reality. So, this is your time to shine as a sales rep and build true, genuine rapport by kind of bringing someone back down to earth and being like, "Dude, I love that goal for

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you. I can definitely see that for you." Just to kind of anchor your goal, though. Most people do about 20 to 25K in the first 3 months. Like, do you genuinely think that this is a realistic goal? Cuz I want you to hit the ground

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running. And sometimes setting a goal that's like all the way up here becomes really unmotivating once you actually start. Right? So let's come up and let's brainstorm more of a realistic goal than in the next 2 to 3 months. So you're not

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really dulling their shine. You are just creating a realistic and clear outcome and increasing their certainty which is their belief that they can attain this goal given clear processes and clear motivation and a game plan to do so. So

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if you have a clear realistic and good outcome between you guys and they believe that they have 100% certainty or maybe not 100% anything over 70%. If they do believe like okay I could actually achieve this goal they will

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buy. Okay so this part of the equation needs to be maximized and needs to be clear with your client. But then we got to weigh the negatives. Okay. So that is the perceived cost times the perceived risk. So the cost everybody thinks it's

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just price. It's not. If you are selling to high ticket clients, they got money.

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Okay? Money is not the biggest issue. Sometimes it's time. Sometimes it's energy. Sometimes it's opportunity cost of them doing something else given the time. So cost actually means time, money, and energy. You need to minimize the perceived cost of the dollar

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payment. Yes. but the time that it's going to cost them and the energy that they're going to have to put into it, right? Always be realistic with them and you can't lie about the price. So, you can only minimize it so much, but it's

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the way that you say the words and the way that you kind of present it that can minimize the perceived level of cost of time, money, and energy. Okay? Then we get into risk. So, risk is also another

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negative because risk is anything associated with the cost that might scare them in the future. So this could be reputation.

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It could be ego. It could be fear. It could any sort of risk that comes into the equation. You need to minimize this and you need to talk through it with your client and address any sort of fears because if you don't address it

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and that is big, it'll weigh into the decision of do I buy or do I not buy. So in all you guys, this is the value creation formula. If the top part of this equation outweighs the bottom of

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the equation, in other words, if the positives outweigh the negatives, they will buy. But it is up to you to make the outcome clear. Maximize the certainty. Talk them through the cost and the risk in order to make this value

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creation formula true to you and the client. In all, do more of the good things and less of the bad things.

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Wait, wait, wait, Shelby. How do I ask for the sale and pitch price without feeling gross and icky and awkward and weird? Well, I have a little present for you. If you do this right, and I'll teach you how to do this right, so I'll

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make sure you get this present. Okay? This is the last 10% of the sales conversation. As soon as you say price, the guard of your client goes way back up. Okay? So, I need you to get a commitment that is nonmonetary

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before you ask them for a monetary commitment. Essentially, the price of the product. Okay. So, for example, I want you to ask them something along the lines of uh really quick specifically about the process. How are you feeling?

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Out of everything you saw, what were two things that you think would be most beneficial to you right now? Those are good like transitionary ones, but this is what we call a micro buy in. Okay, irregarding price, like we'll get into

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that, but do you actually believe that you're at a time and place right now where you can dedicate x amount of time to solving this issue? And they'll be like, yeah, I can dedicate this amount of time. What did we do? We got them to

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commit to us something that wasn't about price. Then you can tr smoothly transition to, okay, awesome. Now, let's talk about how to actually get you there. Then you can pitch the price. And when we pitch the price, it's all about

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energy. Okay? Think of it like this. When you go to Starbucks and you order something at the window, say like iced matcha, vanilla latte, sugar-free, cuz we're not fat. Okay? I don't hate fat people. I just don't think you should

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drink lots of sugar in your coffee. Anyways, you order your drink, then you roll up to the window with the little person. Okay? And I can say little person cuz I used to be this barista.

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What do they do? They don't go, "Okay, awesome. So, for your ice matcha vanilla latte, it's going to be $7.

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Is that okay?" No. What do they do? You roll up to the window. They're like, "Okay, awesome. It's going to be uh $7 for your matcha latte." And they're doing something in the background and they're literally holding an Apple Pay

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little payment processor thing in your face. And what do you do? You're like scrambling around. You're like, "Shit, I should have had my car ready. I'm so sorry." Bing. $2 tip. Because we always tip our baristas. Well, why did I bring

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up this story? Well, pitching price is your energy. Okay, this should not be, "Oh my gosh, are they going to say yes?

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What are they going to say?" It's they're already so bought in because I sold them in the 80% of the sale that now this last 10% is just simply tying up the bow of the last minute strands of

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the deal because they're already so bought in and so sold. Now we're just actually making it a reality when I show them the price. Or you can do an option close, which is essentially asking them not if they're going to do it, it's hey,

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out of these packages, like which one are you going to do? And I'll show you what that looks like way down here.

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Okay. Anyways, okay. So, your clothes is not with the energy of yes or no cuz we don't want them to ever think that they can say no, right? It's all about in how direct our energy is. So, how do we do

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this more on a script level when actually speaking price? Well, you can do what we call an AB close or an option close, which isn't do you want to do this? Yes or no. Okay, we're doing this.

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Do you want to do this or this? Which is yes or yes. Just different versions of it. So yes or yes could be option A or option B. So your script would be okay.

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Awesome. Let's talk about how we can actually get you there. When looking at these different options, we have A or we have B. Which one lights you up the most? Or which one do you think is more realistic for you at a time and place

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right now? They're not asking do you want it. You're asking which one of these yeses do you want? You know what I'm saying? So you can do this if you have different packages, but let's say you only have one. You know, you only

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have one thing that you sell. It's very simple. It's a statement close, which is okay. Awesome. And the initial investment in order to get XYZ KPI is just going to be X. We got to go over some ground rules. Okay. Always say the

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word investment, not cost or price. the initial investment in order to get you to XYZ KPI. Remind them of why they are going to make an investment, what they actually care about before you say the price. Okay? So, the word investment in

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order to get you to XYZ goal or whatever the hell they're actually paying for.

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And then I want you to add the word just and minimize the price. It's just going to be 6K. It's just going to be two split pays of $50,000. No, I'm just kidding. But it's just going to be this.

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And that's the energy you need to have. It's very laidback. I kind of like to pop my shoulder when I do it. It's just going to be 6K. Fourth rule. The first person who speaks after you reveal price

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loses. It's the time old sales golden rule. So don't lose. The ball is in their court. Let them respond. Okay?

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Because when you hold space and when you hold silence, it shows power and it shows that you are not afraid about what they're going to say next. So you need to make sure that you're not feeling awkward in this silence. Okay? Because

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one of three things is going to happen. Number one is what we love. It's some version of Yeah, let's do it. Perfect.

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Couple rules. Go straight to paperwork and onboarding. Do not try to oversell yourself. New sales reps always make this mistake where they get a yes that's almost a little too easy and they're like, "Okay, yeah, awesome." Um, and

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like I said, that'll include you for the next couple months. There's also warranty. Oh, you're also going to be able to show up to these meetings and it's super cool and like, yeah, no. Keep it simple, stupid. If they say yes,

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that's your yes. Move them to paperwork. Don't create objections out of thin air and don't relay an energy of insecurity because you shouldn't be insecure. You should be like, "Yeah, I know. Let's do it. Let's freaking go now. You make it

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happen and I'll teach you how to do paperwork later." That's obviously what we want, though. That's number one. Then we get into number two, okay? Which is some form of a question. Be careful.

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Clarifying questions are not the same as an objection. A clarifying question is okay. Um, and this package includes the one-on- ones in the events, right?

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That's a question. That's not an objection. That's not a reason they don't want to buy. Okay, that's just a clarifying question. Questions, don't get tripped up by this. It's a simple answer the question, then the paperwork.

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Yep. Um, that includes all of the one-on- ones. And like I said, that will be all included in the paperwork. Let me just pull that up and then we can get you started. Easy. You don't need to go

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above and beyond all these little things. You just need to answer their question. Ask if they have any others and move them redirect to paperwork.

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Always be moving the sale forward. ABC always be closing, moving it back to the decision. Then we have number three.

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NUMBER THREE IS THE WORST. IF YOU DID NUMBER ONE and two right, congrats. You win the medal, aka you win your commission. Congrats. What if they give you number three? Okay, number three is some form of a no, which is an

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objection. Uh, yeah, I mean, this looks good, but it's just too expensive. Or, yeah, I want to do it. I just really do need to talk to my husband. Or, yeah, this looks good, but I'll just do this

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in 6 months. Or, yeah, I mean, I I just want to get a few things in order before I actually go for it. Or, yeah, this looks good. I just I need time to process this. I don't want to make a

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decision right now. I'll teach you how to roll the objections because this is where it gets dicey. Okay, but in other words, every single time you pitch price, one of three things going to happen. Here is your game plan, but we

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got to work on the next one. So, this is its own section. Let's go.

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Okay, so Shelby, this all sounds good, but what do I do when I pitch price and someone pushes back or they say no? You mean when they go like this? No, [ __ ] I NEED MORE TIME. I NEED TO TALK TO MY

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HUSBAND. I need to THINK ABOUT IT. IT'S TOO EXPENSIVE. Don't be the punching bag. Don't be phased by any of these punches. Okay?

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This right now, this moment is what separates the good saleswoman from the great saleswoman. Okay? So, I'm going to give you the four-step framework that you need in order to overcome all of these punches.

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Okay? Now, we can go to the next part. Okay? So, I used to get scared when people told me no. And I would literally think of it as a punch to the face like but this is not what it is. Okay? It

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wasn't actually them saying no. They just needed more information. And I started treating objections as an opportunity to solidify the sale even further. Because think about it, if you're talking to a client and they give you every objection in the book, but you

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handle every objection in the book, they're going to be the most solid client ever. versus, y'all know, some of the clients that just say yes from the get-go, they end up hitting you with all the objections later on. So, I would

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rather handle them during the sales conversation. And it's a great way to just practice your sales skills over and over and over again. And I also want to talk about mindset for a second. Your mindset is not, "Oh my gosh, they just

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told me an objection. What do I do?" It's no, they will give me objections, multiple objections. Every single call I'm with a client, they're going to come up. So, you need to master them. You need to master how the punches are

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thrown back in order to roll your client. Okay? So, I have a four-step framework for y'all on how to actually handle the objections. Okay? So, step number one, when you get hit with a punch, you don't just punch right back.

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Okay? You kind of like step back, regain your grounding, and remind the client that it's in fact not me versus you, okay? Regardless of this visual, it's actually us versus the objection at hand. The objection needs to be

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completely separate from me and you because I am on the same team as you. So the very first part of this four-step objection rolling framework is simply acknowledge their objection. Acknowledge the uncertainty. Acknowledge the scarcity, the fear, which is simple. You

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never agree to their objection. Agreeing would be, "Yeah, it is expensive. I hear you." Or, "Everybody feels the same way." Don't say that. You don't want to reaffirm their limiting belief. Okay?

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You just want to acknowledge it. So, one that I like to use is, "I hear you." Neutralizes the tension. It's just like, "Yeah, I hear you. I get it." Simple. I hear you. Easing the tension.

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I'm listening to you. I get it. That's it. Then we get into number two, which is the ask. You need to ask for more context or isolate the objection at hand. You can't just throw a punch. This is really fun for me, by the way. But

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you can't just throw a punch and go in blind. You actually need the context around the objection before you can go and sucker punch that baby right in. So simply ask for context around why they're feeling that way. What came up

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that made them feel like this? Have they done anything in the past where they've gotten a different result and they're a little scared about this? Has this come up in any other situations before? Ask for context. So, for example, if someone

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says, you know, I need to talk to my husband, you can ask, oh, for sure.

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Like, have you guys ever done anything like this in the past? And was he on the call with you guys then? Does he even know that you're on the call? What does he think about you trying to reach XYZ

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goal? What do you think his hesitations would be? Because be careful. Some people say spouse objections, and I'll get into all the objections later. This is just a little note for y'all, okay?

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Some people talk about spouse objections because they think it's their objection. They say, "I need to talk to my husband because he will think it's too expensive." Okay? It's not the husband objection, it's the price objection. So, a lot of the times they shield the

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spouse objection as the underlying reason for what their actual true objection is. So, this one's kind of a smoke screen, but without further ado, let's go into step number three, which is the answer, the actual meat and potatoes, the actual punch of the

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objection. Okay, so for the answer, this is the meat of the objection. This is the point where you actually punch that objection. You're not punching the client. You're with the client. We're right here. And it's like, this is your

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limiting fear. We're punching it. I'm reframing your limiting belief. Okay? And I want you to remember when it comes to the answer, this is the part that you kind of got to memorize the reframes, the analogies, the stories, and reframe

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their actual core beliefs. So for example, every single objection is just an outward projection of a limiting belief that this person has had their whole entire life. For example, when someone tells you it's too expensive, it's probably because they've been in a

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scarcity mindset of money through a lot of things in life. And they probably cheap out on lots of other things in their life, their rent, what car they drive, what school they go to, because they're so focused on the price versus

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solving their actual problem. So, you need to sit with someone and instead of, you know, convincing them that the price is inexpensive, you're not going to do that. That's me versus you. need to actually sit there with them and reframe

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their core belief and their mindset around the lack of money and the scarcity of holding my dollars close to my chest rather than investing in order to achieve a goal. Okay, so a couple reframes for every objection look like

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this. The price versus the cost. Price would be the price that you paid today versus the cost of not making a decision. For example, if you are talking to, let's say, Stacy and you are selling a fitness program. So, the price

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would be, let's say, a $5,000 fitness program. That is the one-time price that you can also split over payment plans, by the way. But the cost would be staying the same and getting worse every single month. So, for example, if you

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talk to Stacy in Discovery and she tells you, you know, oh well, I've been gaining on average 2 to four pounds per month. Mental note, I'm gaining about 3 lbs a month. Okay? On average, Stacy is okay. Not me. Stacy. I would keep that

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in my back pocket because when she says it's too expensive, I'm like, "Okay, well, I hear you. Can I challenge that?" For sure. Acknowledge. Ask. Now, it comes into the answer, which is the reframe. Are you referring to the price

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or the cost? Well, I thought they were the same thing. Well, I mean, no. The price is this obviously to get started, but the cost would be the opportunity cost that you incur every single month, which not a lot of people actually

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factor in to the overall cost. So in your example, you told me that um you know, you are gaining on average three pounds per month. You can decide to not pay a price today, not make a decision, which is totally fair, but I just want

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you to be okay with the cost. And the cost is going to be you gaining on average three pounds per month every month that you delay this decision. So if we broaden that out over six months, that's an extra 18 pounds that will be

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increased in your overall weight and your overall health. Not even talking about the emotional trials that you go through gaining weight, not being able to fix it, right? Take that over 12 months. We're talking 36 pounds increase in what you are right now. That's the

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cost. Not a lot of people see the negative side of the equation. So this answer is the reframe versus the price, the payment over the cost. And then you hold up the mirror and kind of reclose Stacy, which I'll teach you how to do

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this by reframing, which is like which one are you more comfortable paying? The onetime price, which we can split up, or the cost that you will incur every single month that this problem doesn't get solved. Let's go to the next

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reframe. Now we have time versus information. This is when someone says, you know, I just need more time. I just need more information. Blah blah blah.

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This one's more than likely a smoke screen. Cuz think about it from a client's perspective. They are not ever in their life going to sit down, put a timer on for 60 minutes, and just sit here, write all the pros down, all of

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the cons, research every little detail, and make a wellthoughtout, thorough decision on if I should do or not. That just literally never happens. So, you need to know this when you are trying to roll Stacy's time or I need to think

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about an objection because you would reframe it like this. You don't need time. You need information and quality time. We've got like 10 minutes left of intentional time and I have all the information needed in order for you to

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make an educated decision. So, what do you say? Would we use the last 10 minutes in order to make the highest quality intentional decision? Then we get into the next reframe which is certainty versus information. So, a lot

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of people think that they need to be 100% certain before moving forward versus just moving forward and actually making a decision. Then we get into the next reframe, which is problem versus symptom of the problem. So, for example,

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if I'm talking to a business owner and he's telling me, "Well, I just I don't have time to deal with all of this blah blah. Like, I've got so much going on." I would say, "I hear you. Can I

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challenge that for a second? Can I challenge that?" Not, "Can I challenge you? Can I challenge that type of thinking? Can I challenge that perspective? It's like, yeah, for sure, whatever, but make it quick cuz I don't got time. Right? Is you not having time

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as a business owner right now? Is that the problem and the reason we can't move forward? Or is that a symptom of the actual problem at hand, which is you haven't outsourced your marketing right now? So, you in fact, you're right, you

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don't have time, which is part of the reason why I'm trying to help you buy back more of your time. That way, this isn't the problem in the future. See what I'm saying? So these are all of the

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simple reframes that you would use when it comes to the answer, which is the third part of our objection handling framework. A a r like a pirate.

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Okay. And my next little tool that you can use for the answers that is in my back pocket at all times are analogies, metaphors, and storytelling. So a lot of the times you can't convince a client on the same playing field. You have to

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change their field. Okay? So, whenever it comes to storytelling, if you're talking to a client that has a little bit of an ego or things just aren't clicking in their brain, you need to use testimonials as stories. So, if I'm

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talking to someone who, you know, doesn't have the money to make a one-time payment up front and she just can't get over that fact, then I would use a testimonial that is similar to her, but use the story of her being in

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the same position. What do I mean by that? Well, for example, if I'm talking to Stacy and Stacy's like, "I really want to do this, but it's just a lot of money and blah blah blah." And she wants

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to get into the fitness program. Okay. I would be like, "Okay, it's actually funny you say that. I I want to show you a story about Anna." Pull up picture about Anna. Anna was in a similar situation as you. She wanted to lose 30

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pounds in the next year. That way, she was, you know, [ __ ] and span lean for her wedding dream wedding day. Similar as you. You want to be [ __ ] and span for your wedding day coming up. She was in

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the similar position where she didn't have all of the money right now and she didn't let that stop her because she got what we call resourceful which is she figured out any sort of other credit cards, different bank accounts, payment

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plans. She had her mom sponsor a part of it. She got resourceful about attacking the problem because she was so determined about the solution. So I guess the wrong question would be can you afford it or can you not afford it?

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It's are you going to let this stop you or are you going to try to get resourceful? And if you're going to try to get resourceful, dude, I'm the first one to get a little creative with you on

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the financing point. And then you would, you know, offer her payment plans or financing. But the whole point is you need to reframe it from too expensive.

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Do I do it? Yes or no? To it's expensive for sure. Are you going to let that stop you? Or are you going to get resourceful and try to figure out how to make it happen? And I can be the first one to

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help you get a little bit creative about payment plans or financing. And another tip I want you guys to know super quick before we keep going. Whenever you do these reframes, I know you're probably thinking to yourself, "Oh, that sounds a

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little, you know, reframing someone's mindset. How do they allow me the time and energy and respect in order to do so, right?" Well, that's why we do the ask. You need to ask for permission first before reframing someone's mind.

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Like, do you mind if I offer you a different perspective on that? Are you open to hearing another perspective? Can I challenge that belief? Because when someone says yes, this opens up the doors for you to metaphorically take the

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stage before you give them the next punch. So now when you acknowledge and not agree, but just acknowledge the fear. You ease the tension. You ask for more context. Ask a couple questions to gather context before doing the punch.

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Then you get into the punch, which is the answer, the reframe, or the metaphor or the story selling. Then you need to wrap it all up into a little bow. Okay?

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You need to redirect your conversation back to the deal. Okay? You can't just leave Stacy on a cliffhanger with a massive amazing reframe where she's like, "You're right. I get that. I didn't think about that before." Cuz if

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there's any sort of silence, then she's now in control and she's going to splirt out the first thing that makes her feel comfortable, which is, "Yeah, I get that. Um, I should probably still think about it, though. You can't do that. You

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got to maintain control. You have to stay in whatever frame this is that boxers do. Okay, we call this the redirect, the reclose. You have to bring it back to the sale and essentially ask for the close again. So, with that all

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in mind, like what what do you want to do now? Where do you want to go? Do you want to let not having the money right now be the problem, or do you want to actually get resourceful about

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something? And I'll be the first one to help you do that. Which one do you want to do? Where do you want to go from here? A or B? depending on the goal that you're trying to do. Which one do you

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think will get you closer to your goal? This is the part where you really just hold up the mirror to Stacy with the reframe you did and say, "I'm not here to force you to do to make any sort of

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decision, but my job is to show you, you know, this type of thinking, but also offer you a different perspective. Which one and which direction do you want to go?" And I can help you either way. And if you do this right, they'll always

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pick the one that is a little bit more challenging because they do want to achieve that goal. And then you can go down that path and go right back to the sale. All right. So, now that you know

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the four steps to roll every single objection, I think it's time to do a little objection roulette. Okay. Uh, I'm done with these gloves, though. My hands are getting a little sweaty. I feel like we changed locations. I I'm done. Okay,

Speaker A

that's better. I'm a little more comfortable. Just in time for objection roulette. Let's go fast as freak. I'm going to run us through every single objection that you will get on a sales call. There's six most common ones.

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Let's freaking go. We don't got a lot of time. Okay, I just need to think about it. I need time. I mean, duh. It's only been like 30 minutes of us talking and you don't even know if this is the right

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move for you yet. Uh, but you don't really need time. You need more of information. So, you're not going to have this information later. You have the information now. So, let's decide right now if it's a good fit for you.

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Close and go. It's too expensive. What's too expensive? The price or the cost? Because the price is what you pay today.

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The cost is what you pay years down the line when XYZ becomes a way bigger issue. So, you're going to pay either way. You're just either going to pay the cost years down the road or you're going to pay the onetime price today, which is

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this. Boom. Close. I tried something similar and it didn't work out. I get that. But if your goal is still the same, it doesn't matter what you've tried to do in the past in order to reach your goal as long as you get

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there, right? Like, for example, you're not married. Do you want to be married one day? Yeah. Okay. Well, are you going to let your dusty ex-boyfriend stop you from dating the next person that could have been your husband that you fall in

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love with on the farm and have 30 kids with? No. Okay. Well, it's the same with this. I saw a really bad review. Damn.

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just one. We've had like 9,000 people in the program that are having massive success stories. So, just one out of a 9,000 bad rate is actually pretty good.

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Speaking of the other 9,000 people, let me show you some testimonials in order to make you feel a little bit better about this. Boom. Close. GO. I NEED TO TALK TO my wife. And you will talk to your wife. You're either going to bring

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her a problem or a solution. A problem of, "Hey honey, I really want to do this. What should I do?" Or a solution of, "Hey honey, I made this decision.

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I'm super excited about the problem that I'm going to be solved." Okay, close. Go. I'm just scared. It's a really big decision. You can be scared and you can still make a decision in order to better your future. You don't have to not make

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a decision just because there's fear. Like, there's always going to be fear. And it's actually a good sign that you're heading in the right direction because you're doing something that's bigger than yourself. Close. Go. Okay.

Speaker A

I'm tired. Okay guys, in your workbook, I want you to write down what your response would be to these six common objections because eventually somebody will have them. So, you need to be prepared. I know it's a lot to memorize,

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but you need to memorize these objection handles. Like, you just need to. So, you need to understand why they work as well and understand the why behind it. Okay, love you. See you in the next section.

Speaker A

How do you get people to actually feel good about buying? Well, the sale isn't done when they say yes. Okay, the yes is nice, but it is not done. The sale is done when they feel good about saying

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yes. Okay, you need to carry through this motivation, this empowerment, speaking life into your client even until the very last second that they end the Zoom call with you. Okay, so this just saves your cancellation rate because if you go from selling someone,

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becoming their best friend, they say yes, and then you're like, "Okay, awesome." straight to paperwork and you're silent and it's super cold, they'll be like, "Wait, what did I just do?" And they'll talk themselves out of the sale. Okay, so a couple things I

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like to do, little framework if you will. I like to bring them back down into reality after I sold them just to create a really good buyer. So, for example, um I just want you to know um at the end of the day, this is work. It

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will require effort and I just want you to know that this isn't going to be an instant result, but you should see amazing results over time, and I know you can put in the work. It's kind of bringing them back down into reality and

Speaker A

also solidifying an amazing buyer through empowerment. Next, positive future pacing, which is telling somebody the future of how it should go. So, for example, listen, I have a lot of clients who hit me up about their results. And I

Speaker A

love when you guys do so. So, please literally let me know, text me when you hit XYZ milestone. I would love to be a part of your journey. Next is always have planned rapport. Never be silent while doing paperwork. Okay? Like I

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said, they will overthink themselves and be like, "Wait, what am I doing right now? Why am I giving this girl my credit card?" So, for example, have some planned things to say. If they have a funny email, make a joke about it. If

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they have a normal email, make a joke about how other people have a funny email. Send them a text. Hey, it's super great to talk to you. Always here for you if you ever need anything. And guys, the most important lesson I'm going to

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give you right now, be prepared for everything to go wrong when you are filling out paperwork. I always like to preempt different objections such as this. their card declining, not because they don't have money, but because their bank will probably text them and say,

Speaker A

"Hey, was this you reply yes or no?" And you want to preempt this kind of sinking feeling that we all feel when we know we have money, but the card declines because the bank needs you to confirm that it's you. Okay? So, I would say

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something along the lines of, "And this is for every single deal, by the way, if you're doing online sales." Uh, okay.

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Hey, so your bank will probably send you a text to confirm that it's you, but I mean, we'll see. Yeah, denied. Okay. Uh, did you get that text? Perfect. Okay, let's try it again. I mean, I knew that

Speaker A

would happen. It literally always does. I don't know why they always need to confirm it's you. It's so funny, though.

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That is just a little example of the tiny ticky tacky things that top sales reps do that just create such an easy flow of a sale. Wellfunnneled. You are expecting everything wrong to happen.

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And when it doesn't, you're like, "Oh, awesome. That was easy. They didn't even need to text you. Maybe they should text you for things." Kind of just make a little joke out of it. But just know that the same energy of being friendly

Speaker A

with someone, having rapport, the little jokes needs to be carried through to the very end, lasting second until you press end call.

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Okay. So, how do I turn this from something I just watched into something I can do? This is the key question of the course because it's like it's easy to just watch this, feel good, and feel like you learned something, but then you

Speaker A

click off and you go watch another video on sales or you go scroll on social media and then you just forget it all.

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But learning isn't memorization. Okay, learning is behavior change. So, how do you actually change your behavior? Well, you need to role play. Okay? So, role play is when you act out scenarios as if you were talking to a real customer or

Speaker A

real client. It's literally the closest thing that you can get to being an actual rep in sales. That's literally why I make it a requirement in my She Sales community that you have to roleplay in order to get access to the

Speaker A

next level. You need to simulate what it actually sounds like to say these words out loud. Because I'm sure you're kind of thinking to yourself, well, that might be, you know, a little awkward for me to say out loud. And it's like, well,

Speaker A

if you think that, it's going to come out awkward. and your client is going to feel awkward hearing it. But how do you fix that chain reaction? You say it enough times out loud until it doesn't sound awkward and until it sounds like

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secondhand nature. Okay, so how do you actually role play? Well, framework is number one, get the words down first.

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This is the what. Okay, so put a pen or paper over the script, memorize the words, and kind of push the pen down.

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That way you trigger your brain to be like, "Oh, that's what it's supposed to say." Okay. Number two, get the delivery down. Next, this is the how. I want you to practice tonality, energy, hand gestures, body language, and if you're

Speaker A

in the sales company, role play with your co-workers. Okay, game tape review. You can use Firefly AI, Fathom Notetaker, and plug in these video call softwares into Chat GPT and ask your Chat GPT, where did I go wrong? And it

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will tell you exactly in the transcript, you messed up. Okay. And in your workbook, there is a call review scorecard. So, I want you to rate yourself out of 10 on each of these.

Speaker A

Okay. So, we've got your script, which is the words. Then we've got tonality. Okay? Then we've got the physical, which is your body language. Okay? Your body language. Then we have overall connection or rapport. And then my favorite of all, the energy. You need to

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rate yourself out of 10 on a scale of each one of these. So, we've got script, tonality, body language. I like using different words, okay? I make my own language up. So, it should look something like this. Obviously, probably

Speaker A

a little bit more nicer written in your workbook. That's why we give you guys the workbook, okay? But rate yourself out of 10 every single time you do one of these role plays and hone in on your craft because you will not be able to do

Speaker A

a real sale if any one of these is lacking. You have to have at least an eight in every single one of these categories before I want you to feel comfortable about actually getting in front of a real human client. Okay, so

Speaker A

role playing is boring. It's monotonous. And you might be like, why am I even doing this? This isn't a real human. But as soon as you get on calls with real humans, it'll all come together. Okay?

Speaker A

The work that you put in now will reap you benefits. Maybe not now, but in the future. So, get to work. This is where it starts.

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Can I be good at sales without turning into somebody that I don't like? People often think of sales as being scammy, slimy, or manipulative. But I want you to think about it like this.

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Okay? Your job as the closer is to sell at the highest price. Okay? Your client has a job as well, though, and their job is to buy at the lowest price. The business owner's job is to fulfill. If

Speaker A

all parties do their job well, then everybody wins. This is why you should want to sell something that you do care about, though. Why should you feel guilty about doing your job when your client is trying to do their job? Their

Speaker A

job is literally to buy what you are selling at the lowest possible price. They want it for as good of a deal as they can get it. So, they will try to wiggle you down. Okay? Why should you

Speaker A

feel bad about doing your job, which is selling your stuff, the product, the service or whatever, for as high as price possible? You both have a job to do. Don't ever feel guilty about doing your job better than somebody else. And

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you should feel guilty if they do their job better than you do. And this will also help you understand that your job when being an actual buyer when you walk into a car lot, when you're getting sold something, you now know the game. And

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your game in that scenario is to get the thing for as low as possible price.

Speaker A

Because the line between persuasion and manipulation isn't as blurry as people think. Okay? Manipulation is when you get someone to do something that's good for you but bad for them. Persuasion is when you actually help someone do something that benefits their future

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self. So this is why you really do need to have conviction in what you are selling. Because when selling comes from authenticity of helping people, not only does it just become more funner, more fulfilling, more easier, and lighter,

Speaker A

but you get better at it because the energy that you have is like, "No, dude.

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I know exactly what you can do if you just rip the bandit off and do it." But the skill of sales is the same. You know, the intent is where it needs to be specified. You know, your mindset should

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not be I'm selling a $10,000 coaching program. It's I'm helping someone have a $10,000 transformation. You're not taking money from them. You are exchanging value with them. It's an offer. Okay? So, think of this, the mirror test. Can you look at yourself

Speaker A

after the call and actually feel good about how you showed up and how you talked to this client? Or a simple filter like, would I sell this to my sister, my best friend, my mom? If the answer is no, don't sell it to a

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stranger. And in your workbook, in the ethics section exercise, you will find your ethical boundary. Okay? Define your personal sales ethics. This will help you in the long run with whichever offer you are on because I will never sell to

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someone who blank. I will never sell a product that blank. I will always be honest about blank. The transformation I'm actually helping someone with is blank because sales doesn't make you a bad person, but what it does is it

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reveals the kind of person that you already are. So if you are an amazing human being, sales will magnify this.

Speaker A

And the latter is also true. But okay, we covered a lot, but how do you actually build a career in sales? Well, keep watching because I'm going to spill all the tea on the different places that sales can take you. and I'm a little

Speaker A

thirsty. So, let's go. So, if I get good at this, what does that open up for my life? Like, yes, I know sales is a skill set that I can use for everything of my life, but what if I

Speaker A

actually want to monetize this skill set and use it to close some [ __ ] deals and actually get paid? Well, I'm going to spill the tea with all of you guys about every single sales industry that exists. And I will tell this in the

Speaker A

most unbiased way as possible. So the good, the bad, the ugly, and everything in between. Let's get into it. Cheers.

Speaker A

Okay. So there are three buckets of sales industries. Okay. The first bucket is pyramid sales. Uh doortodoor sales is one of them. Uh insurance sales, all the things. Doortodoor sales though, let's talk about it. Okay. The pros are you

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get recruited to do so. You don't have to pay to do it. Okay. It's more of a gritty skill set, but you can grow a team, recruit them, and get paid for your team. The cons is you kind of pay

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over time, having to relocate, be in person, you're walking all day in 120°ree heat, chasing people down, knocking at their door, they don't know that you're coming. Uh, and you're selling low tickets, so the commission is very little. Like, I would make like

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I think $300 to $600 every deal. Um, but you're you get a skill set that is really invaluable for this world. It's such an amazing skill set. But it's because the work is dirty. Like you guys, I lost when I did door to door

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sales, I lost my whole ass, like my butt, all the muscle that I got on it because I was walking 33,000 steps a day. It's grimy. It's gritty. If you are young and in college and you're ready to

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go and you don't have money to do anything else, I would probably suggest this. Uh and also you can stay in this career for quite some time. Uh because over the years you can build and recruit sales teams. So it's also what I did. I

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built and recruit sales teams. I had like 80 sales reps at my team when I was like 3 four years in. So I was kind of at the top of the pyramid. But that's why people call it pyramid sales is

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because you make a lot of money off of recruiting your team. And quick little side note, that's not necessarily a bad thing. It It's not as much of a stigma as people think it is because in my opinion, I didn't get paid enough for

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training my team. You have to drive them out to area. You have to be responsible for talking them off the ledge when they want to quit. Um, but all in all, it's a good type of sales, just not the most

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efficient. Uh, if you want to make a lot of money and especially live a lifestyle that you love around it. Now, let's talk about insurance. Okay? because you are remote, you're on phones. Okay, so that's a pro. Uh you don't have to be in

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person to do this. It's kind of like doortodoor sales but in remote setting. Okay, so you can also grow a team. This is why it's a part of the pyramid type sales because most insurance agents, they've been in that same company for a

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long time, okay? And they make a lot of money off of recruiting you to do it.

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Now, as a sales rep, you know, some of the cons of getting into the insurance agency look like this. You have to pay to do it. You have to pay to get licensed. And you have to take a test

Speaker A

that not a lot of people pass on the first try. You also not only have to pay to get licensed, but you also have to pay for lead lists throughout your career. So, every time you call somebody, you have to pay for that in

Speaker A

most companies. Okay? And if they have free leads, I would challenge you to ask about the lead quality because they've probably been called 30 times before you. But nevertheless, the lead lists have just been ran through lots of

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times. They're not warm leads like they say they are. And you got to pay for them through your whole career. And I'm not even going to talk about chargebacks.

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Okay? Chargebacks are real in pyramid type sales because what you sell is not what you get paid for at the end. They have a minimum commitment. So in door to door and insurance, they have to be active. The deals have to be active for

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a certain minimum amount of time or else they get clawed back at the end. So if you get paid for a deal and then they cancel by the cancellation date, you would then have to pay the company or it

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gets clawed back from the rest of your pay. So it was always a big issue in door to door and it's an even bigger issue in insurance. So just know that if you want to get into insurance, great

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industry, but these questions need to be addressed on your interviews with the company. And I want you to remember in these pyramid sales, it's a lower barrier to entry. But you need to ask yourself why, you know, because they

Speaker A

will die to recruit you. Like recruiting companies in insurance, in door-to-d dooror sales or network marketing, they literally host calls on how to recruit more and more and more people because they get paid off of you selling for

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them. So just keep that in mind because it gets a little sticky. And not to mention about insurance, too. you are selling insurance policies to old people lots of the times. Okay? So, the conversations are you're setting and

Speaker A

closing your own deals, but you're talking about, you know, someone's either life insurance or med insurance.

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Like, there's a lot of details that you need to get right or else you can be liable. So, just keep that in mind.

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Okay. So, now we get into the second bucket that I call corporate sales. These are the more like mature type of sales where you're more in an office with an actual company that's like a big corporation. Okay, med sales, tech

Speaker A

sales, software sales, all the things. Let's talk about med sales. Couple pros. You get to go to dinner with doctors.

Speaker A

Okay, it's all about relationship building, sending out gift packages, right? Like creating relationships with these doctors that your company has over a long period of time. Okay, it's not more about the quick deal. It's about creating relational sales. Okay. The

Speaker A

cons are though, you got to drive everywhere. And if they give you a car, that could be cool. You know, you put on a good playlist. Um, but for me, it's like you need to talk to doctors all day

Speaker A

and kiss their butts. Okay. I'm not really into that, especially because doctors can have a huge, huge ego, but teach their own. And then the receptionist will be your worst nightmare because their literal job is to make sure that you don't pass them

Speaker A

and interfere with the doctor's day because he's busy. Okay, but a couple notes. Med sales is all about maintaining relationships with doctors and providers. So, a lot of questions that you should ask on interviews for med sales is, you know, like first of

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all, what are you selling? It could be any sort of med device sales. Okay, there's a lot of money in it, but it's more over a long period of time that you get to climb the ranks. You have to meet

Speaker A

quotas. Uh your direct manager, make sure they are making a good amount, they have a good territory because that is the territory that you would be tied to.

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You can't really change territories unless you have a lot of leverage and have been at the company for a while.

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This is why I call them more corporate side of sales because in my opinion, it's not the quick serotonin of the deal. It's more of like an actual job.

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Okay, so now let's talk about tech and software sales. Okay, so a couple pros, bigger deals. Okay, you are selling software packages or tech packages to large corporations. So it's more of a B2B sales mindset, businessto business.

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You are selling to other business owners. So when we talk about, you know, decision makers, we're not necessarily talking about husband or wife because you're not talking to an individual. You are selling the corporation. So a lot of

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the times this looks like the person who is responsible for hiring you which could be the manager, the COO, the CEO.

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You need to make sure that you are getting in front of decision makers and doing more presentations and demos rather than a quick deal. Okay. Also ask about the commission structure because a lot of tech and software sales is very

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salaryheavy with quotas. Okay. Not a lot of commission to be made. You can be more capped in these kinds of sales, which is why I call them corporate sides of sales because you are in person or I guess you

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could be remote sometimes, but it's more of an actual job where you get paid a direct salary. And if you do somewhat good, you can get some quotas, but it's not uncapped 100% commission, which is just more my vibe. But the cons are

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longer sales cycles, uh, clawbacks, refunds, lots of email follow-ups, multiple stakeholders. So, if you are interviewing for tech sales or software sales, just know that the character you are playing is a little bit more sophisticated because you are talking to

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highlevel CEOs and you're selling something that is going to be implemented into their business. Okay?

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So, it's more of a logical sale rather than really just honing in on emotion.

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Then we get into freelance sales. Okay, this is where it gets interesting. So freelance sales is where you are your own sales business. Okay, you get contracted out depending on what you do.

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So the first one I would say is real estate. My mom was a real estate agent growing up. Like that was kind of my whole life. Okay, and so these are kind of coming from her. But the pros of real

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estate is that it is what you make of it. You know, you make your own schedule. Uh you always hear real estate agents either being top of the top go or you talk to someone and they're like I'm

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a real estate agent but they haven't sold a home in like nine years. It's just it is what you make of it, okay?

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And you can create your own schedule. So for my mom, it was perfect because as soon as she was she had me and she was pregnant with my brother and she got divorced, she had to figure out how to

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make some sort of money. She got her real estate license, which you have to pay for and study for, but then she was able to fit it around, you know, being a mom, raising me and my little brother.

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But a couple cons to be aware of. It's very locationheavy. Okay? You have to create a client base and create relationships with people in one specific area. You have to brand yourself as a real estate agent on social media nowadays because that's how

Speaker A

you get buyers and sellers. Um, and also dependent on the market. Okay, so my mom was a real estate agent in Gilbert, Arizona. And when we were growing up, it was booming because it was kind of like on the suburbs, like rinky dinky town.

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Now it's a booming town, okay? And everybody knows about it now. So there was a really high demand for real estate in that market. Same thing with my good friend Ryan Siran. He's in New York, which always has very, very high ticket

Speaker A

real estate, pen houses, condos, apartments that he can sell and make a high commission off of because they are so expensive. So, it's just something to keep in mind if your market is something that is very high priced. You will make

Speaker A

higher commission, okay? But you can't really travel all that much or move to different places because your clients are all in one spot. So, it's hard to move around freely. and my mom was always working on vacations. You never

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really get a day off. Okay, client calls you, you got to answer it. Um, and a lot of liability, too, because you are sifting through contracts. It is your job to represent either the buyer or the seller. So, a lot of it has to do with

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legality. Okay? And then, obviously, I mentioned this, but you have to pay to get licensed and take your test either remote or on one of the in-person classes. Okay? Okay. So then we get into another part of freelance sales which is

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called high ticket remote closing. Pros uncapped earnings. You get paid 100% commissionbased uncapped. No ceiling on what you can earn. Okay. And you are talking to warm qualified and free leads. Okay. So what happens is you are selling for online businesses and online

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coaches. Think someone like me, Alex Hermoszi, Ryan Sirant, Tony Robbins, J Shetty. These people have hundreds of thousands, if not millions of dollars worth of revenue in their business per month, which is insane. But they all are able to do that because they have

Speaker A

internal closers. And their closing teams are anywhere between one to 45 different closers that they have internally because they don't have enough time to take all of these sales calls. So they hire remote closers to do so. What they do is they spend anywhere

Speaker A

between hundreds of thousands of dollars up to the millions per month running advertisements to get people to book sales calls for you. So they pay for their leads. You do not pay for their leads. Okay? And you don't have to post

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on social media. You don't have to become an influencer or have a personal brand around this. Um, which means, you know, if you have a nineto-ive job, nobody's got to know that you're a remote closer for an online business,

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right? It doesn't have to become your whole personality, which is attractive to lots of women. And you also make your own schedule. So, you can choose your hours that you work, okay? And the hours of your availability is when these

Speaker A

coaches will input the sales calls for you. So, for example, I have a girl, obviously, I teach high ticket sales. I have a girl that only works Wednesday, Thursday, Friday, and she made 32 grand last month. She only works Wednesday,

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Thursday, Friday. It's also remote. So, it's fully remote. You do not have to be in person unless the coach would require you to, which I can only think of like two off the top of my head out of tens

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of thousands of coaches. So, 99% of the time, fully remote, you take these sales calls over Zoom. Next, you're probably like, "Well, coaching offers, what exactly am I selling?" Well, it's up to you. There are thousands of coaches for

Speaker A

every single niche. You get to choose the niche that you would like to become a closer for. So, in other words, you get to sell something you're actually passionate about. So, if you're a girl that loves the gym and but you're like,

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you know, just working a normal job, right? But you love the gym, how cool and fulfilling would it be to get on a women's health and fitness offer where you talking to other women about how to level up and dial in their fitness goals

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and their nutritions, their peptides, all the things. It's more of a fun conversation and you're actually helping people depending on the niche. Um, but like I said, you choose your own hours.

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So, you can either be part-time or full-time. And you can kind of go back and forth between the two. Like, I have one girl who uh just got pregnant. She was like, "I don't want to work when I'm

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8 n months pregnant and when I have my baby, so I'm not going to work for 3 months." Okay, you choose your own hours. So, you don't have to like ask for time off or anything. You are your

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own business in freelance sales. Just like real estate, you choose how when you want to go super hard and when you want to dial back and it really does work around your lifestyle. It's more of a lifestyle business rather than an

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actual corporate job. Uh and then also if you are one of the girls that wants to go full force full-time, you can do that by working on multiple coaching offers. So you are never just only required to work for one. Okay? You can

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be subcontracted out to multiple coaching offers. So, if you are, let's say, the real estate agent and you want to also get into remote closing on the side, you could get on an Airbnb investing offer where you help people

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get their first Airbnb investment. You can also get on a section 8 offer where you help people get their first section 8 investment properties. So, just a little example of how you can really make it your own, which is why it's

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under the umbrella of freelance sales. Okay, a couple of cons. There is no baseline salary in freelance sales. You are your business. Which means if you don't work, you won't get paid. If you don't close deals, if you don't try, if

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you don't roll objections, if you don't actually work, you won't make any money. That makes sense to me, but to a lot of people, they're like, "Oh my gosh." But u also, in high ticket sales, the quality of the offer is so important,

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okay? You need to work for a highlevel coach in order to have lots of lead flow because their lead flow, the amount of ads that they're running or content they're posting on social media determines the amount of calls that you

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can get booked. So, if you're working for a coach that just, you know, they die all of a sudden and they have no calls coming in, you're obviously not going to be allowed to take calls. Or more realistically, if you're working

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for a coach that doesn't have an active community or maybe they're going through some reputation stuff and they're getting cancelled or whatever, they might not have good leads coming through for you to close. So, it is highly offer

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dependent, which is why it's so important to constantly have a revolving door of offers that you can get on. If you don't love one, you can start closing deals for another one and you can be subcontracted to multiple

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different coaching offers. Okay, let's talk about the last part of freelance sales. I kind of think it's its own section, but it kind of falls under this. Okay, entrepreneurship.

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Okay, starting your own business, being the CEO, being the coach, being the business owner. Pros, you own what you sell. You get 100% of the profit minus all of the other expenses, which I'll get into in a second. But you are the

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business, okay? You are the reputation. You are responsible for getting the leads, not necessarily closing them, but fulfilling on them as well. So, you are the whole circle of the business. And every single section of this is sales,

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right? So, a couple cons. You need to learn a bazillion other skills. Finance, hiring recruiting scaling sales negotiation legality lawyers everything under the sun. It's a lot of risk and you potentially need a lot of capital to start. Okay? So, if you are

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someone that wants to become an entrepreneur, like I was the same way. I decided to start closing deals in order to fund a business that I wanted to start. Okay? So, it's a really good long-term goal. But just know that your

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job is not just to close deals. It's not just to sell. It's lead flow. It's also fulfillment on the back end. It's liability. It's risk. It's insurance.

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Company expenses. Hiring employees. starting an LLC, accounting, just know this needs to be your life and what you do every single second of the day. There is no off button at all. It never turns off. And also, you are now the person

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that pays for ad spend in order to fund your business, hiring marketing agencies, videographers, all the things.

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And not to mention refunds. Okay? Okay, if somebody's not happy with the service or product that you're providing them and they refund, that comes out of your own pocket, not your closers, right? And it's funny when I tell people this uh

Speaker A

because it's true. Sometimes your closers, if you have closers taking your sales calls, will take home more in a month than you do in a month. That's happened to me before. The first five months I started my she sells business,

Speaker A

I paid my top closer more money than I took home at the end of the month because of all the expenses you have to take out all of the money for ads. And in my head for a second, I was like,

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damn, should I just like start closing? It was a lot, right? But this has the most upside over a long period of time.

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It's just more of a long game play, right? Because it's also the hardest and it takes the longest to work. So more of a longer play in the background but with less instant gratification in the beginning. The reason most people never

Speaker A

get to level 100 business owner is because they just try to jump from level one I don't know anything about business to 100 instead of mastering levels 1 2 3 4 which is actually learning and honing in on a skill set that you can use to

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make money. Yes, but build yourself into the person that can run a level 100 business. So, now let's go over how to choose which industry. If you're kind of feeling a little frazzled right now, let's rein it in. Okay, ask yourself a

Speaker A

couple questions to determine which sales industry is right for you. Number one, location freedom. Can you work from anywhere? Is that something you want to be remote or are you tied to a territory and are you okay with that? Number two,

Speaker A

schedule flexibility. Do you control your hours or does the job control you? Income floor versus ceiling. Is there a base salary? What's the realistic upside? Okay. Next, barrier to entry.

Speaker A

What is the licensing experience required? Any startup costs? Then lead quality. Are you hunting cold leads where you're trying to beg someone to even listen to you? Or are you closing warm lead booked for you sales calls?

Speaker A

Then skill transferability. Can you take this skill somewhere else when you decide to do something different? But whichever path you choose, I'm here for you. And keep watching the content. I'm still going to post videos. But if you

Speaker A

are one of the people that high ticket sales is speaking to you at least a little bit, this is what I specialize in. Okay, there's a bunch of different sales industries that you can pick. And just know if there was a better, more

Speaker A

profitable sales industry, I'd probably be there. I follow the money, okay? But if you want the best sales training, the best community of ambitious women, a software on landing remote closing roles and roleplaying, all the things. Uh, with that being said, learning how to

Speaker A

sell has been one of the most valuable skills in my life, and I hope it serves you as well it has served me.

Topics:sales courseselling techniquessales psychologyovercoming objectionssales mindsetclosing salessales coachingShelby Sappsales trainingbusiness skills

Frequently Asked Questions

What is the main skill this sales course aims to teach?

The course aims to teach the complete roadmap to selling anything to anyone by mastering sales fundamentals, psychology, mindset, handling objections, and closing techniques.

Is sales only for extroverted or naturally confident people?

No, Shelby explains that sales skills can be learned by anyone, even those with anxiety or poor communication skills, and that practicing sales builds confidence over time.

How does the course suggest handling objections during a sale?

The course teaches specific ways to ask questions to uncover root causes of objections, reframe price concerns, and build rapport to overcome resistance and close sales ethically.

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