Grant Cardone says everyone in life is constantly selling and closing, or being sold and closed. The truest reference to this is frame control. Any communication is a clash between two frames and one will be devoured by the other. In selling its, “You need this” vs. “I don’t need that.”
I had read many books on branding, marketing, and selling. THAT took me a minute to figure out the subtle differences, and massive different applications, of the three. But my recent game changer has been from absorbing Grant Cardone’s philosophies. Cardone University is a series of online sales courses. The three that I have taken thus far are over selling, closing, and buyer psychology. His take on closing as its own process separate from selling, has been a first among all the information I have learned in 2020. We are going to cover my new lens on selling versus closing.
What a sleazy word right?
In selling, one person’s frame will consume the other’s. For the longest time, something that never made sense to me was all the “woo-woo” “rah-rah” talk you hear from life coaches and sales gurus about being positive, and/or high energy. To me it seemed fake. But after taking Grant’s courses, I fully understood why people look at salesmen as con artists.
Con artist, also known as a CON-fidence man.
It was never about the cheesiness of being energetic. Its about radiating your assuredness over what you are selling, authentically. Believing in yourself, and your service so strongly, that it creates a factual congruent frame that cannot be broken, because your products capabilities are not lies. Once that clicked for me, I completely understood how salesmen get slandered as “con” artists.
When selling, you have to be so sure of your product, and its ability to solve the problem of your market’s customers, that you won’t quit no matter what adversity you face. Make them say no!
When I look back on it, it’s clear as day, that every rejection I encountered, my belief that I could solve their problem, crumbled in front of my customer. And you reading this can probably think of a time you got body rocked by a rejection. “they didn’t even have an open mind.” **WIMPER**WIMPER**
Selling is an emotional game.
Moving someone’s emotions comes down to making more money, getting more sex, or luxury, comfort, and performance. Within each of those, your customers typically fall into a subcategory:
- Mountain climbers—people want to accomplish something great
- Freedom fighters—people want to make their own decisions/money
- Craftsmen—people want to refine their skills
Selling is about your customer.
When selling you are asking questions to fish for the problems they face, to ascertain if your solution fixes their problems. If you have done your research, or have a generational service, you already know it does. THEY ARE SHOPPING AFTER ALL.
The most important aspect of your questions is to fish for emotional reactions. Your surface level questions screen for mountain climbers, freedom fighters, or craftsmen. From reading ‘The Way of the Wolf’, you ask deeper questions designed to take them on an emotional ride of their problems, their goals, and anchoring your service to these emotions.
But as screening questions goes, if they are not a match for your solution, be willing to walk away. It’s ok, it happens, and its honest.
Closing is Logical
Once your frame has dominated theirs, they believe like you believe that they have found THE solution. Now it is time to close. The logic here is congruent to the claims you have made about your product, the feelings they have about their problems, and the feelings you and they, have about your solution.
For my business, its mathematically quantifying how to swim faster. Customer testimonials and reviews from athletes, coaches, and professionals they respect. Logistics, results, rationalizing price, having the right amount of product, or the correct caliber of service, are all logical closing points, that confirm or could break their feelings about the solution.
Like dealing with women, or being a man, closing and selling, require a tremendous amount of congruence about what the customer is buying. And conveying that congruence when closing the deal.
1. Not buying is almost never about price.
When it comes to price, the objections about crossing the finish line are not about how epensive your product is. It’s usually a fear about their own decision making. If you are a salesman of confidence, and not a confidence man, you meet their positivity. Like I said earlier, my mind was blown at the impact of this “woo-woo” “rah-rah.” Going into a panic and dropping the price is the typical response of the inexperienced salesman. Which doesn’t inspire confidence in the quality of your product, or in your integrity. Reassure them about the value they are getting and close.
2. Most objections are complaints, and not objections.
Often time a complaint is just that: the person complaining. People are complainers. When they do so, there is no need to escalate it into a problem to be solved. While it may seem like the right course of action, it can inspire curiosity over something that was just a human comment. We often complain about doing things that we end up doing anyway. In a weird way, it’s them throwing a line out for someone to stop them. DON’T GRAB THE LINE!
Grant Cardone Is Legit
That confidence stuff does come across as con-artisty. But, when listening to Cardone, it's clear his attitude is a manifestation of confidence in his abilities. With that, he's obligated to help others.
But unleashing my belief in my product has completely shifted my flow with customers. Understanding the separation of closing from selling was a crucial factor in unleashing that belief. With that unsureness, I came across as hiding something, when I'm supposed to be the man with the answer.
Of all the sales content I have absorbed in 2020, Grant Cardone has been the only source that articulated with actionable advice, to weaponize the “woo-woo” “rah-rah.” And provided that within a context around selling and closing, from the perspective of the buyer.
I highly recommend. Especially for the entrepreneur who has a skill set or product, that you objectively know is the greatest on the planet, nation, state, region, area, etc.