Transcription
Now, if I asked you to sell me this pen, what would you say? Would you talk about its features, its benefits, the story, the brand behind it? But, in reality, it's really just a pen, right? You can find many other pens that are cheaper and do the exact same thing. So the big question that everybody has is, how do you sell this pen?
(pop music)
Hey everybody, what's going on? It's Patrick Dang here. Now, in this video, we're gonna show you how to sell this pen and really learn how to sell anything to anybody. Now, this is going to be especially valuable for you because if you feel like you are in a competitive space selling something that other companies are pretty much doing the exact same thing or similar things, then I'm gonna show you how you can differentiate yourself from everybody else. And by the end of this video, you're gonna have a three-step framework to essentially sell this pen and basically sell anything to anybody.
Now, before we go ahead and get started, make sure you leave this video a like because every like does help this channel grow, as it's a new channel. And, if you wanna get weekly new sales training videos, every single week, go ahead and hit that subscribe and notification bell. Again, this is a brand new channel, so every single like and subscribe really does go a long way. So, with that said, let's go ahead and get started.
Now, when it comes to actually selling this pen, the first step we have to actually go through is identifying your ICP, your ideal customer profile. So, what exactly does that mean? Now, to break down an ideal customer profile in its simple form, all you really have to do is answer two questions: Who is this for? And why should they buy, right? So, in the case where you're selling a pen, who do you want to sell this pen to, and why should they buy this specific pen?
To be fair and give a little context, there's no salesperson who's out there selling one pen at a time for 50 cents, right? Cause that doesn't make any business sense—to pay a salesperson to sell a 50-cent pen. So obviously, if you're selling a pen to somebody, you're probably selling something that's a little bit more luxurious, right? And sometimes, these luxurious pens can cost hundreds of dollars or even more. So, in that case, if you're selling a pen that's a luxurious pen, that let's say is $500, right? You wanna answer two powerful questions when identifying your ideal customer profile: Who is this for? And why should they buy?
Now, will they buy a pen because it necessarily writes better? Most likely not, because if you can buy a $1 pen, it could write just as fine, or just as good as a $500 pen, so that's obviously not the reason for why someone would buy this kinda pen. And most likely, when people are buying more luxurious pens, it's for other reasons—emotional reasons, right? Same exact reason for why people buy Rolex watches, or Chanel bags. Now, there can be a lot of emotional factors for why someone would buy something like a Rolex watch, a Chanel bag, or even a luxurious pen. So it's our job as salespeople to identify why exactly people are buying so that we can communicate this message to our customers.
So, in the case of selling a pen, right? You could say, okay. Who are the people that actually need a nice pen? So, it could be salespeople who meet customers face to face, or maybe real estate agents who do deals, right? And the reason for why maybe a salesperson or a real estate agent might want a nice pen is because they wanna take it out before they sign any type of paperwork, or when they're meeting with the client so that it builds trust and confidence with the customer, and the customer is willing to do business with this person, right? So that's one application of your ICP. So, no matter what you're selling—whether it's a pen or a watch or a bag—you really need to understand who you're selling it to, and why exactly they should buy. And, if you're selling something like a pen, most likely they're buying more for an emotional reason, versus an actual utility, like just simply writing.
Okay, so now that we understand your ideal customer profile, right? Who is this for? And why they should buy it? The next step in selling this pen, or basically selling anything, is to qualify the prospect, okay? Now, again, a prospect is somebody who may be a fit for your product or service, and you're trying to see whether or not they should buy or not, right? And so, our job as sellers is not necessarily to sell something to somebody; it's actually to help the person buy, and to do that we have to first qualify them.
Now, there are many different ways to qualify a customer depending on what you are selling, but the two main questions that you absolutely have to answer are this: Number one, do they have the money to buy whatever it is that you're selling? So, in the case of selling a $500 pen, are you selling this to somebody that actually has the money? Because they may want it, but if they can't afford it, they can't buy it. Get what I'm saying? The next qualification criteria is going to be desire, right? Is there a reason for why someone would desire a luxury pen like this? And really, desire stems from pain and pleasure. So, does this person experience a problem? And do they want to gain in some way?
Now, I'll go ahead and give you an example, okay? So, let's say a real estate agent is starting up—maybe they're one or two years into their career—and maybe because they just started out, they're entering the high-end homes market. They're lacking a little confidence because this is the first time, maybe they're selling a million-dollar house, and they're afraid that their clientele may not take this person seriously, right? So, this person has a really big problem, which is, how do I build trust with my clients so that they can trust me to help them buy and sell real estate? So, the desire is to solve that problem and get to a point where other people trust them, right? That's fixing their insecurities, getting validation from others, and also monetarily—financially—gaining from selling more real estate, okay?
When you're selling a pen to this type of person, you're not only just selling the pen; you're also selling status. You're selling confidence, and you're also selling future wealth that they can gain if they have confidence and do away with any insecurities that they have.
So, let's get a little more practical. How would you exactly get someone to tell you these things and share their emotions with you so you can position this pen as something that's very desirable for someone, right? So, let's say I'm a pen salesman, and I am selling to a real estate agent who's young, he's just starting up, and he's trying to enter the high-end homes market, but let's say I learn that he's a little insecure because he's a young person and he's not sure if people will take him seriously, right? So, in this example, I'm sitting face to face with the real estate agent I'm trying to sell to, and I'm just asking him a couple questions, right? So, I say something like, "Hey John, you know when you are working with different clients, and you have to fill out paperwork or maybe you're signing a contract, what kinda pen are you using, right?" And John might pull out a pen and he say, "Oh, I'm using this cheap one I got at the market," or whatever it was, right? Then I can ask something such as, "When you pull out that pen, how do you feel about that?" And John might have never thought of it before. He might look at the pen and say, (exclaims loudly) "I guess I never really thought about this pen before, I just use whatever pen I had," and I say, "Interesting. So, maybe you haven't thought about it, but let's go ahead and try an exercise. When you pull out this pen, you don't think much of it, but what do you think your clients think of you when you pull that out?" Then John might say like, (exclaims loudly) "That's a really interesting point. I guess I never thought about what my clients thought of me," right? And then I could say another question like, "Okay, but don't you think that it kinda matters what they think of you because they're trusting you to buy and sell their home?" And then John might say, "Wow, that's actually a good point that I never really thought about." Then I can dive a little bit deeper, right? So, if I know that John's working with higher-end clientele and he's young, I can say something such as, "Hey John, I know that you're young and you're working with really high-end clientele. I'm just curious, do you ever feel like maybe they don't trust you as much because you're a little bit younger? How do you feel about that?" And then John might say like, "Yeah, you know I'm young and I'm not sure they trust me; they wanna go for a veteran," blah. He starts talking and talking, right?
So now that I'm asking these questions, and I'm trying to relate these questions to the pen, and I'm trying to show that (exclaims loudly) his customers don't really trust him because he's a little young, and he needs to find a way to help boost his credibility and build that trust so that he can actually close his business deals, right? So now, we're getting into desire where I'm positioning the pen, not only as a way to write, but then I'm setting it up so that it's gonna be the solution to all his problems. So, if John really cares about how people perceive him, then buying a pen makes a lot of sense, similar to a Rolex watch or a Chanel bag. People who buy it not only like the actual product, but of course they are most likely going to care about how people perceive them, right? If they wear a nice watch, people say, "Oh, that's so cool." Or they will have a nice bag, "Oh, that's great, you must be very successful," right? And people actually do care about these things.
So now, we're gonna move into the next stage, which is transformation, okay? So, you first we have the ideal customer profile. Understand who your customer is, why they should buy. Then we go into qualifying the customer, understanding whether or not they're a good fit for what you're selling, right? Because if not a fit, you shouldn't be selling it to them. So, the two main questions you gonna answer is, do they have the money, yes. And then number two is, do they have any type of emotional desire to actually purchase it, right? Whether it's selling confidence, helping them deal with insecurities, whatever it is—no matter what you're selling is, people are always gonna buy emotionally and they justify logically, right? So that's number two. Qualify the prospect.
And number three, you're selling a transformation, using whatever it is you're selling, whether it's a pen, a watch or bag or whatever it is, and you're helping that person realize that by purchasing this certain product, it's gonna help transform their life for the better. And with that, those are gonna be the three simple steps to sell this pen and really sell anything to anybody.
Now, if you like this video and you learned a little something, go ahead and leave a like because every like does help, and go ahead and subscribe if you want to see new sales training videos every single week. And one last thing: In the comments, go ahead and leave your number one sales challenge. Again, in the comments, go ahead and leave your number one sales challenge, and I'll do what I can in future videos to help you solve those challenges and answer those questions. So, with that said, once again, my name is Patrick Dang, and I'm gonna see you guys in the next one.