Okay so welcome back guys.

So in this session what we're gonna cover is value sales versus consumer sales, and what do we mean by that? - What's the difference between each selling? Because let's face it, whatever product you're selling, it's gonna fit into largely one of these categories.

Now, you can adopt a different strategy to move a consumer sale into a value sale and a value sale into a consumer sale, depending on the tactic you take to sell the actual thing. But what we're gonna cover today is differences about this. Now, if we're talking value sales, value sales, for instance selling a house. If you're buying a house, it's a very emotional purchases. Huge emotional attachment. It has the largest purchase you're gonna buy, they say. You've got potentially huge consequences. If you get it wrong, not only are you gonna send yourself into some financial...all the financial ramifications, but you're gonna send yourself into real problems with, for instance, your spouse or your partner or whoever it is, your business partners, your family, whatever it is, your friends. There's some huge ramifications there. So the real key here is that you've got to get this purchase right. You've got to put some thinking in. And this is where we talk about research, due diligence, checking things, internet searches, all these sort of things, but you need to go through these processes. Okay. Now consumer sell. Consumer sell, very different. Buying a carton of milk. When your wife or your partner says go down and buy a carton of milk, they don't say what brand, they don't say anything. They basically say, "Can you get some milk?" That is a consumer purchase. Basically, if you choose the wrong brand, nobody's really going to care. There's no emotional attachment to it. You look at it and go, "Yup." It might be skinny or it might be fat, but the reality is you can't really stuff that up. And if you stuff it up, okay, the consequences? Who cares? We'll buy another one tomorrow. We'll drink this one or we'll feed this to the cat. The financial ramifications really aren't there. So that's the key distinction. The emotional, the consequences, both in relationships and all that, and financial in particular. Consumer sales, not really a worry. So things like if you're buying something that, really, you're using on a daily basis. Toilet roll. You buy the wrong toilet roll? Doesn't matter. But this value sales is certainly where I spend most of my time. But the distinction that I have with my value sales is I try and turn a value sale into a consumer sale, and the way you do that is through creating a teflon-coated process. Now what do I mean by teflon-coated process? What I mean by that is that you want people to come from one point to the other, or what we say from A to B in the shortest possible route, that's one of my sales laws. You want to get them from A, which is wherever they're starting, to B, which is the sale, them saying yes and going through with that sale. So, how do we do that? Well, first of all the sales approach for a value sales, I'm not going to cover the consumer sales. Realistically, one call, one close. If you're a sales person and know this sort of thing, you need to be getting them that call. Because the moment they walk out their door, they're buying another carton of milk. This one, the value sales are more of a long-term buying cycle. So you've got to be prepared for them to enter the day they're going to buy and to three months before and to six months before or whatever. You don't know where they're at, and that's one of the key things you need to find out is where are they in the buying cycle? The reality is, it doesn't matter. Because you're going to have people come to you at all stages of the buying cycle. You need to have an automated system, and the reason I say automated, which provides--I'll explain in a sec--educational contact over time. Educational contact over time. Okay. You can't just sit there going, "Buy, buy, buy, buy, buy!" All that's gonna happen is you're gonna lose them. But if you have educational contact, which means it's valuable contact, it's adding value to the relationship, it's adding value to the position they're in, it's slowly bit by bit what we call bread crumbs. Feeding them bread crumbs along bit by bit by bit, dragging them along and bringing them along on the process, along the journey. So that's the first aspect, the buying cycle. You've got to be prepared for them to drop in at any stage and have an automated system. An automated system because you can create leverage. When you have leverage you can deal with a large amount of customers wherever they're at as opposed to not having any leverage or not having any automation, and then what ends up happening is you're just searching for the people that are dropping in today. Okay? Which probably means you're going to get about 5-10% of your sales in total. Of the potential sales. You do an automated process? You've got potential for 100%. The other side, relationship. With a value sale you're gonna have to have relationship. Whether you like it or not, buying a carton of milk, if the person doesn't like you, if you're a prick and they don't like you, it doesn't matter. But if you're buying a house, you'd better believe the person that's buying that house off you, they want to know you. They want to know who you are. They want to know what you're about, what your values are. They are buying you just as much as the purchase or the property. This is key. So you're gonna have to not only find out their information to qualify them and take them through the process, the journey where they're at, but you're gonna have to give them yourself. So they're gonna have to get to know you and more and more in this social media world, you're gonna have to give photos. You're gonna have to give details of your family, what you do in recreation, all this sort of stuff so they can see that you're like them. Because people deal with people who are like them. Birds of a feather flock together. That's the key here. Relationship. Now, the key is sell you, your company, the concept, and the investment. So you've got four things to sell. Four things. You've got to sell you. You've got to sell the company you work for. These two have to be beyond reproach. And then you're gonna sell the concept, and in a lot of cases we say expert. Maybe not for house purchases, they're buying a home to live in, but certainly for an investment property. You've got to sell the concept of the investment making the money, because that's the reason they're doing it. Providing a better lifestyle or whatever it is, we'll go into that in a different session. But then you've also got the investment, which is the property. The actual particular property. Because it's all good to sell...and you might get people buying one property if you just sell them here, but if you sell them the concept, you'll get them buying 5, 10 properties. You'll get them as a repeat customer, and that's the key to what you want. Creating a referral-based business where they keep coming back to you, they refer their friends, because it's a long-term relationship. And that's the key to those value sales is you want that long-term relationship. Wherever they are in the cycle. Now, it does mean that you're gonna have to do some nurturing, because people who aren't there yet are gonna have to be nurtured to the point where they are. Expect that. Finally, objections. As much as we hate objections as sales people, the reality is they are the best thing you can possibly get. The worst thing that can happen to you is you go through a whole pitch and they don't give you any objections, because really, they've wasted your time. And more importantly, you've wasted your time. It's your problem that this has happened. They're not giving objection. You haven't brought them along the journey enough. So you want to get out of them all of the objections, but more importantly, have the rebuttals and know how to structure those rebuttals. And we'll be going through some of those.

So guys, value sales versus consumer sales. Absolutely essential. Have a great day and live with passion.