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D32 is a premium business growth network where business leaders and experts in Perth and across Australia form meaningful relationships so they can leverage the time, contacts and activities of a vast network. D32 supports the little guys (and gals) and the 7-8-figure businesses. We’re a community that has each others’ backs. This podcast is about all things business, entrepreneurship and connectiom.
D32 Part 2 Full Video Podcast
[00:00:00]
Kingsley: Welcome to the District 30 2D 32 podcast. And
Jeremy Hills: and
Kingsley: time,. It's a real privilege to have Jeremy Hills with us, who's a, a mindset leadership coach, and also does a lot of sales training as well, because. Anyone who's done sales understands that it all fits in with that and how things are going to work.
So my name's Kingsley, I'm the host here, often Deans in, but we got Jeremy talking about, . Sales and I love the topic you've come up with here, . Why you're not closing sales, some sales, and it's something that probably not a lot of people actually think about intentionally. . So Jeremy, tell us a little bit about why you believe a lot of people aren't closing sales, that they should.
Jeremy Hills: Yeah, I think a lot of people are not closing sales because they don't actually have the connection with their prospects. They don't, they're not building trust and connection bef and emotional connection before they start. [00:01:00] and often, usually when we just start to sell, before we even got to know the person, . We are, we are losing the customer because we don't have trust yet and we haven't actually found out enough about them for us to be able to influence them and for them to actually, . Trust us enough to actually share what's really going on for them. And a
Kingsley: Jeremy.
Jeremy Hills: wants to feel emotionally safe.
Kingsley: Yeah. So now that I, I wanna ask you a question on that. So you said a lot of people. Are trying to sell 'em before they've got the trust. Explain what you mean by that.
Jeremy Hills: Well, sometimes the customer will come with very, like a logical, ., Explanation of why they want a product or a service. They say, I'm going to a financial planner 'cause I want more money, or I'm going to buy an aircom because I want to be cool. Oh, I'm buying a house because I need shelter. they're very like rational, kinda logical things.
And if you just go and say, okay, you want a house for shelter? Like, here's a [00:02:00] house. most of the time that won't close the sale because you haven't actually got to know the person because people buy people, they're not buying the product or the service. And we've all probably had the experience. We've walked out on a bad sales person, and we've sometimes gone to a sales person that sometimes even charges more, because we trust the person and we actually believe they're gonna deliver on their product or service that they say they're, they're offering us.
Kingsley: That's a massive point.
Jeremy Hills: Yeah, yeah. Ab absolutely. And and people are buying people not products. And sometimes in business we always think that if I just lower the price of my goods or services, I'm gonna get the sale. But sometimes lowering your, your, your prices, we'll actually get the customer to think there's something wrong with you or your services. It actually does not actually have a positive. Outcome. You're actually gonna close the sale and often be able to charge more for your [00:03:00] products and services when you have trust. And the only way you're gonna build trust is to get that emotional connection with the person before you even, even start discussing your product or service in the first place.
Kingsley: Okay, so how do we go about building that rapport, that trust with people? How do we get them to trust us?
Jeremy Hills: Yeah. a lot of times we will build rapport by looking for something in common. Like we, we, we start to get to know someone by, asking them, what do you do for work? What do you like to do for a hobby? Like, we probably even had some of our best sales when,. Come from meeting someone while doing some sort of hobby, like playing golf or whatever it might be for you. and you start to then. Be able to make some sort of emotional connection with the person. Okay. when you have that emotional connection, people are gonna start to share more stuff that they kind of share with like friends and family. Like, oh, I wasn't able to go on the holiday 'cause I had too much on at work.
And they start to go a little bit deeper and they start [00:04:00] saying, oh, I don't know if I can actually. Be, be able to invest in the services because I've got stuff going on with my kids and they start to share just that little bit more personal than just I don't have time or money. And, I'll definitely share with some stuff that will actually build deeper rapport.
So we often, are matching it, matching those sorts of things. But rapport is often built through unconscious processes through what we call matching and mirroring. And you've probably had this experience. Have you ever gone out to coffee with a friend? A matching example would be is with your right hand.
If you reached down, picked up a cup of water, and you drank that water, your friend would, with their right hand, would go and pick up a glass of water and they would drink it. Okay? And when you do that at the exact same time, unconsciously, you're actually matching their body language. Okay. And the person who actually is leading that is, is, is the one actually the rapport leader. And if they're mirroring, it's like you pick up with your right hand and they pick up with their [00:05:00] left hand, and we can actually match and mirror all these unconscious things that people are doing. Same as tone of voice too. Like if someone's speaking very loudly, you can actually match their tone. Okay.
If someone's speaking very softly, you can match their tone. If they are, often have other body language that, that they're just demonstrating. You can match that as well. But physiology's 55% of our communication. So if we pay attention to what they're doing with their body, we can actually match that on an unconscious level. and also energy. Like if you, if your customer's coming to you with lots of energy and you are kind of a bit of a downer, you've gotta probably lose the sale. Okay. Now to be lots of people say, is like, have high energy. But if your customer doesn't have high energy and you are going like, oh my God, this is the best thing ever, like, kind of like the, the spprt that's on the street, you're
Kingsley: Yeah.
Jeremy Hills: you're, you're a little bit much for me. you, you kind of have to actually, [00:06:00] match that customer's energy and, and you can, and you do want to lead them into like a positive emotional state before you actually ask for the sale too.
Kingsley: Yeah, so, so what you're saying is you, you are learning about that person, finding out who they are, their personality wise, what they, a, a lot about them really, and even a lot of personal things and trying to. I guess blend in with that who they are and match mirror them so that they, I guess, are accepting you more.
Jeremy Hills: Yes, and if you don't actually have rapport, a customer won't actually accept any advice that you're offering them. And I like to give an example is like if you know, like maybe you have a coworker or someone that you work with you don't like very much, and they give you advice without rapport you usually just reject it and you don't take that, that advice.
However, if it's your best friend, that gives you the exact same advice. If you have rapport and that connection, you take the advice. And it is [00:07:00] like, it's the exact same advice, but you took it from your friend, but you didn't take it from the person you didn't like,
Kingsley: And that's, that's a trust factor obviously.
Jeremy Hills: it's, it's a trust. Um, kinda like three stages of trust that you need to break through to actually, get, get, get the customer where you want them to be. And sometimes we do this by offering cheaper products to get them in the door, . To be able to get to, so the customer can get to know us.
Okay? So at the first stage is like, say you've got a, a product or a service. And when you're actually having that conversation with someone, . They say, I want this, this house, this air con this, this job done on my kitchen. . Because, . I just don't like my kitchen or I just don't like my house. Yeah, and you just find out enough about 'em.
They just say, say the surface thing, I want this. then you say, okay, here, here's the product or the service. Okay. And then that the first thing they say is, well, I don't have money, or I don't have time. Okay. And they often just say that because they haven't, you haven't learn, [00:08:00] learnt anything about them on an emotional level, and you're just selling to their logical mind. then if you say, well, how come you want a house? Well, I want a house.. Because I want to be able to be close to the school where my children grow up. I wanna make sure they have a backyard so they can play. . And you find out like, like more of the stuff that's going on for them emotionally, like what's the emotions that are driving it? And then you start to sell to that, like you'll probably get almost double the amount of people start to buy from you. Okay. . Because you actually have learnt about what's going on for them emotionally. . And then the next stage is they still might throw up objections, but sometimes those objections are often unconscious. And the reason why they're not buying that product or the service isn't because of time or money. The they're not buying that because they feel like they might not succeed or they might be making a bad financial decision, and they're wondering what their family or friends will think of them if they make that bad financial decision. And then you're really [00:09:00] starting to get to a level that, that the customer doesn't usually share with people. They may not even be aware of it or even sharing it with their friends and family. Maybe they need to have a difficult conversation with their spouse and they're not actually verbalizing that.
And that's where really good, strong connection and rapport. And actually we're asking, well, how come you're not wanting to buy, buy the house? Like what is preventing you? starting to find out, well, it was because like, . The last house I bought, I lost money on. And, and they haven't shared that with anyone until now, and they don't want to feel like a rejection or a failure again by making that bad decision again. And getting to that level is like an area where they may not even share, share with friends. They're like, you've gotta a really strong. Relationship and you're really connecting with them on a deeper emotional level. And if you can do that, you'll probably close well over, like one out of two sales.
Like, . If you can get to that level because you are, you've connected at them at a, at a, at an emotional level, [00:10:00] that if you, . Are speaking to them at that level, like they will basically sell themselves because they just feel understood and listened to.
Kingsley: So how do you go through those three different levels? Is it asking questions? Is it listening to certain things and, and narrowing in on those certain things they say or.
Jeremy Hills: Yeah.
and I think one of the most difficult things for people in sales is, is we don't like emotions coming up sometimes for the customer, but your job as a salesperson is to bring up the objection. But most people run away from the objections, so they don't even get past the I, I want a house, and then they just say, here, do you want this house for XX price? It's like gonna, they're going to say problems to you and your job in sales is to solve those problems. But if you run away from the problems, and don't help the customer further with solving those things, it's going to be difficult. Like [00:11:00] you might actually need to coach them on how to have a difficult conversation with their spouse.
Yeah. And find out what's really going on for them. Yeah.
Kingsley: So there's a lot to it, isn't it? When you, when you really get into sales, like if you're selling hamburgers, it's probably, you know, not that emotional of a deal for the most part. But obviously with a lot of things that we are doing. Yeah, yeah, that's right. That's right. And obviously price would be a big factor in that as well.
. Now that, that one just, just, you've taken the whole, what. Rapport, that's the word I'm after. You've taken that whole rapport thing and put a whole new bunch of levels in it to where we need to get to, to actually find out who people are, the emotional state and what the real, what's really going on with them.
Jeremy Hills: Yep. And probably the thing I can actually share that will help most is you've got to, this is like the, after you've got your psychology set, you're in a positive emotional state. Rapport is the next thing. You've gotta build the relationship. Then you're obviously gotta maintain that relationship.
Now, at any point you feel like in a, in a [00:12:00] conversation, you don't have that connection. Okay. I always recommend just pausing. And just asking them like, what are you thinking about this? How do you feel about this? And actually get the conversation happening again, because a lot of the times, like we're told these things that we've gotta have a sales script, but you've all probably been called by the person who has the sales script and they're just like, oh, hi, are you so and so?
And then they start reading this script. And you wanna hang up on them five seconds because they haven't even asked you how your day was or like even what's going on for you in life. Like, they haven't even established you if you even have a need for your product or service first. if, if you're noticing that like you've lost them, you're probably becoming like too salesy as far as you're just talking and, and reading through a script, or you're just going through the motions. so then you can stop and say something like, I've shared a lot with you, like. Like what's going on for you right now? Like, where are you at? Okay. And what you can actually do to sometimes get over that [00:13:00] resistance is you can share something about yourself personally or maybe something another customer or something's done and you can say something like, oh, I was fine feeling the same way before I made, made this leap.
Or had a customer that felt the same, same way. And what they found is if they did this, this, and this, like they were able to get their outcome. Or they're able to get what they want and that time to just stop and just even share, maybe even something that could be quite vulnerable with you, actually gets the emotional connection again, because that may be a little bit reluctant, but if you can kind of share a part of yourself and maybe some of the challenges that you've also gone through and overcome, like that will build that emotional connection again, rather than just going through a script like you're a robot.
Kingsley: Yeah. No, that's, that's a really, really good point that, and it's actually a really good segue into our next podcast, which,. I think's a really. Really important one that, . Probably a lot of people miss, is how to find the real need behind people's words. So [00:14:00] not just what they're saying, what's really going on in there.
. So that'll be on the next podcast with Jeremy. I'm looking forward to this. That will be, this is number two of a series of four. That will be number three. Looking forward to catching up with that one. Jeremy, thanks for joining us again, and we'll chat soon.
Jeremy Hills: Thanks, Kingsley. Looking forward to it.