What SALES MASTERY Really Is // Andy Elliott

Summary

Podcast Summary: "What SALES MASTERY Really Is" with Andy Elliott

Release Date: January 14, 2025
Host: Andy Elliott
Podcast: Andy Elliott's Elite Mindset Motivation and Sales Training
Episode Title: What SALES MASTERY Really Is

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Andy Elliott, CEO of The Elliott Group, delves deep into the essence of sales mastery in this compelling episode. Geared towards both novice and seasoned sales professionals, Andy shares invaluable insights, strategies, and personal anecdotes that underscore the transformative power of effective sales techniques. This summary encapsulates the key discussions, providing listeners with actionable takeaways to elevate their sales game.

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1. Defining Sales Mastery

Andy opens the episode by challenging the conventional perception of sales. For him, sales isn't just about closing deals but about empowering clients to make decisions that benefit themselves.

Andy Elliott [00:00]: "Sales is helping people make a decision to help themselves."

He emphasizes that failing to sell a beneficial product is a disservice to the client, urging salespeople to recognize the intrinsic value they offer.

2. The Duality of Selling: Logical vs. Emotional

A central theme in Andy's discussion is the balance between logic and emotion in sales. He posits that successful sales hinges on this dual approach.

Andy Elliott [02:15]: "People want to believe you. This is the thing that I believe sells."

Logical Selling:

• Expertise: Understanding your product inside out.
• Market Awareness: Knowing what the market desires and what competitors offer.
• Differentiation: Clearly articulating how your product stands out.

Andy Elliott [02:45]: "Whoever can logically close the best in their industry wins because brains operate off logic."

Emotional Selling:

• Connection: Building rapport through eye contact, tone, and body language.
• State Management: Maintaining a positive and energetic demeanor.
• Psychological Engagement: Creating an emotional bond that motivates the client to act.

Andy Elliott [02:30]: "When I'm sitting across from somebody... those things make them feel a certain way to put them into an emotional state to get them across the line."

3. Building Trust and Rapport

Andy underscores the importance of trust in the sales process. He believes that creating an immediate sense of familiarity with clients can significantly enhance the likelihood of closing a deal.

Andy Elliott [04:50]: "If you can't come up here and say hi to people in this room, you damn sure can't go out there and close a stranger."

Strategies to Build Rapport:

• Personalization: Addressing clients by name and showing genuine interest.
• Environment Creation: Making clients feel comfortable and at ease.
• Conversational Techniques: Engaging clients in meaningful dialogue that reduces barriers.

Andy Elliott [05:00]: "Your goal with someone you don't know is to make them within two minutes feel like they've known you your whole life."

4. Mastering Objections

Handling objections is portrayed as an art form that separates average salespeople from masters.

Andy Elliott [07:20]: "Deflecting is dead. Overcome it."

He advises that every objection presents an opportunity to understand client concerns better and to reinforce the value proposition.

Andy Elliott [08:00]: "Selling is giving people reasons and excuses why they should advance to sell forward so you can get to the offer."

Key Techniques:

• Active Listening: Truly understanding the client's concerns.
• Addressing Concerns Directly: Providing clear and honest responses.
• Reinforcement: Continuously highlighting the benefits and differentiators of the product.

5. The Importance of Training and Preparation

Andy draws parallels between sales training and military drills, emphasizing that consistent practice equips salespeople to perform under pressure.

Andy Elliott [10:15]: "Whatever you train for is what you'll be good at."

He criticizes the tendency of many sales professionals to neglect training, warning that unpreparedness can lead to failure when challenges arise.

Andy Elliott [10:45]: "Most of you guys never train for sht. That's the reason why, when your back's against the wall, you get f**ing beat."

6. Personal Anecdotes and Success Stories

To illustrate his points, Andy shares personal experiences from his time in the automotive industry, where he significantly outperformed average sales figures.

Andy Elliott [04:00]: "I sold 70 to 80 cars a month. The average car salesman sells eight cars a month. Average top sales guy sells 20."

He attributes his success to his unwavering commitment to mastering both the logical and emotional facets of sales, as well as his dedication to creating a welcoming environment for clients.

7. Conclusion: Embracing the Sales Mastery Mindset

Andy concludes by reinforcing the mindset required to achieve sales mastery. He encourages sales professionals to strive for excellence, continuously seek improvement, and view every interaction as an opportunity to make a meaningful impact.

Andy Elliott [10:30]: "Your job is to dissolve your concern. If my job is to dissolve your concern, I damn sure can't deflect."

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Key Takeaways:

1. Sales as Empowerment: View sales as a means to help clients make beneficial decisions for themselves.
2. Balanced Approach: Harness both logical reasoning and emotional connection to effectively close deals.
3. Trust Building: Establish immediate rapport to create a comfortable and trusting environment.
4. Objection Handling: Address and overcome objections confidently without deflecting.
5. Continuous Training: Regular practice and preparation are crucial for sustained sales success.
6. Personal Connection: Share authentic experiences to relate to clients and build credibility.

Andy Elliott's insights in this episode serve as a comprehensive guide for sales professionals aiming to elevate their skills and achieve mastery in their field. By integrating his strategies and adopting the right mindset, listeners are well-equipped to transform their approach to sales and drive exceptional results.

Transcript

[A]

You're here to be the best in your industry. I don't raise and lead number three players. You might be number three, but I'm taking you to number one. So people would say, thanks so much for giving me all the information. By the way, what's my payment going to be? And I hear these other salesmen, they say, oh, well, I can't get you that. The f did you say sales is helping people make a decision to help themselves. What does that mean? Whatever you sell, I need you to know. Why do people reach out to you? I told you the three things. Why people reach out to me? Okay, I'm going to ask everybody a question. Is your product good for people? Yes or no? Okay. If you don't sell it to them and you don't close them, you're providing a bad service. Is it good for people? If you can answer yes, then if it's good for people and you don't sell it to them, you're doing them a disservice. You guys want to F people over? Good. Then start learning how to close because you're fucking people over. If you have a good product, a good business, you over deliver, you take care of people, you're allowing people to stay stuck, you're allowing people to continue to struggle, and you're allowing people to stay the same. I'm not going to do it. I will do anything. I will throw tables in here to get someone's attention. That's what I do. I just want you to understand what's on the other side of this thing. Now as I continue to go, you're going to understand. Does this make sense? Sales, right, Is helping people make a decision to help themselves. Are they making a decision to help us? No, making a decision to help themselves. Your job is you understand your product. Okay, I love this one right here. People want to believe you. This is the thing that I believe sells. People get. People want to believe you. People want to buy. You must help their logical brains make a decision. The emotional side, energy. There's. Okay, there's a hundred micro skills that go with energy. There's a hundred micro skills that go with emotion. You want to emotionally sell someone? All I got to do is get in a really good state and I'll push that shit right into you. When I'm sitting across from somebody, the way that I connect eyes with them, the way that I talk, the way I communicate, the way I make them feel, the way I position my body when I'm talking to them, all those things make them Feel a certain way to put them into emotional state to get them across the line. Those are micro skills. The logical is how educated I am in my business and what the market wants. And also I need to know what my competitors do and I need to make sure that I'm different than them. Whoever can logically close the best in their industry wins because brains operate off logic. Also, I know you've heard this before, I know you have. But there's an invisible string to the heart, to the wallet. There's an invisible string to the heart, to the pocket. And if people don't think that you care about them, they're not going to get you here. You may get lay downs. That's easy. I'm talking about closing everybody. I see a lot of people they're hunting out of about this piece of the pie that I'm taking the whole pie. That's why you're here. You're here to take the whole pie. You're here to be the best in your industry. I don't raise and lead number three players. You might be number three, but I'm taking you to number one. So you must help their logical brains understand this. Now, do people want to buy? Yes. Super important.

[B]

Guys. If you're watching this video right now and you're like, andy, I'm not built like that. Bullshit. Yes, you are. Gotta train. That's the way it works. Train or complain. It's your choice. Okay? Every day I train the greatest in the world. You know what I mean? Are you ready to kick some ass and build your legacy and make history? If you are in the description box below on this YouTube video, there's gonna be a link. You click on it, enter your phone number, email, full name, and I will personally reach out to you in the next 24 hours. If you're serious about kicking some ass, going to the new level, recreating next version of yourself, I'm your guy. Let's kill it.

[A]

Okay, what do people want to do? They want to f believe you. They just don't know if they can. This is a big one. Sales is everything that happens before the offer closes, everything that happens after. So I want you guys to think in your company real quick, how do I know if someone's good at sales? This is how you know they get to the offer every time, they get to the proposal every time. Does that make sense? Okay, who's in the car business? Raise your hand. Okay, I see a lot of hands. When I was in the car business, I sold 70 to 80 cars. A month. I want you to understand this. Average car salesman sells eight cars a month. Average top sales guy sells 20. I sold 70 to 80. Oh, by the way, me and my wife, this is when I was younger, we rode our Harley Davidsons to work. We worked four days a week and we went to the lake on the weekends and we fucking smoked everybody. You say how, how did you do that?

[B]

You know why?

[A]

I said everything happens in self. I could get to the offer a hundred percent of the time. There's no way that I wasn't going to get you to a write up. You know what that means? People come in on the phone and they call on the phone and then they got a couple objections on the phone. And if I was good at those objections, I got them in. And if I could get them in or if they just drove in, what I'd have to do is say hi to them. I'd have to give them the best energy, the best attitude in the world. Make the best friend. I would talk to people like we've known each other our whole life. If you came in and I didn't know you within two minutes, you'd think we know each other our whole life. Because I would speak to you with familiarity. What's going on, man? What's your name? Chase. My brother, man. Glad to have you here with me. Welcome to the family. Quickly. I would take them straight to a place that this is their home. Most of you can't do that. You need to learn to do that. That's called the ability to master a stranger. Mastering a stranger will be one of the most important skills you ever do in your life. If you can't come up here and say hi to people in this room, you damn sure can't go out there and close a stranger. Your goal with someone you don't know is to make them within two minutes feel like they've known you your whole life. Can you guys do that? That's your goal? Any of you guys, when you all said hi to me, am I weird around you guys? No. Some of you guys come up, took a picture, like, bro, snap out of it. This is your home, man. Right? Chill out. Come on, smile, son. It's like, dude, like, your job is to put people at peace. Your job is to make people feel comfortable. Your job is to create an atmosphere and an environment. Guys, I'm talking about a cult today. And like creating an environment. When I shake your hand and I meet you, are you coming into my environment? Yes. What does that environment feel like? What does it sound like when somebody's calling the phone. ABC Motors, how can I help you today? That's not an environment. Hope you're having the best day of your life. It's Andy. What's going on? How can I serve you today? Oh, I was calling to get some information. Hey, no problem, man. I got you. By the way, who do I have the pleasure of speaking with? What's your name? My name's Tommy. Tommy, nice to meet you, brother. That's my dad's name. I feel like we're family already. Hey, by the way, Tommy, I just reset my computer. It's going to take me about 30 seconds. I'm going to get you all the information you need, okay? Hey, by the way, where are you calling from today? Have you had a chance to drive one of these yet? You know, where are you at in the buying cycle? You've been shopping for these for weeks or just jump in this morning? I'm going to get you talking. I'm gonna get you talking. Why? Because the more you talk, the more you get comfortable around me. Do I know what I'm doing? Yeah, I do. This is my show. I'm a pro. I'm not an amateur. Objections. Guy calls on the phone. Oh, I was calling to get this information. I was calling to get that. When I was in the automotive business, what are some things they asked me, what's my payment gonna be? How many times have you guys. When you're looking at a car, you're thinking, what's my payment going to be? People think that all the time. By the way, only like 5% of the people in the world write a check for a car. 95% are financing it. So when they call on automobiles, they have a common question. They say, what's my payment going to be? Well, you got the amateur. Remember, I said right here, everything that happens before the sale is selling. Everything happened before the offer is selling. Asking you a question, how good are you at selling? You know what? Selling is giving people reasons and excuses why they should advance to sell forward so you can get to the offer. Does that make sense? That's your job. So people would say, thanks so much for giving me all the information, by the way, what's my payment going to be? And I hear these other salesmen, they say, oh, well, um, I. I can't get you that. The. Did you say, well, put someone on the phone who can. Am I right? Now, all of a sudden, you created disconnect for me and you. Well, I'm talking to the wrong person. Or they say something like, oh, none of that matters. Just come in and drive the car, and if you like it, we'll make it work. You f dodging me, bro? I asked you a question. What was the question? I asked, what's my payment going to be ready? I'm so glad you asked that. I meet you where your concern is. I'm not concerned. My job is to dissolve your concern. If my job is to dissolve your concern, I damn sure can't deflect. Everybody write this down. Deflecting is dead. Overcome it. Deflection. Guys, do people know what deflection looks like? Do you guys ever know when someone's trying to deflect an answer from you? Don't you hate it? Like somebody's asking a question. You're like, that's important. We'll get to that later on. It's like, no. Why don't we just talk about it real quick? Hey, man, I'm so glad you asked that. I was actually going to explain that later, but now that we're here right now, let me cover this real quick, because I think that's a great question. Who's paying them? Well, why? I know you want control, but control is to also make sure that they feel heard. If people don't feel heard, they won't hear you. Does that make sense? Okay, so people would say, like, by the way, I memorize all this, guys. I don't want to have to think. In the military, they make you take apart guns in the dark. Am I right? Why? In case you have to. Why do they make you practice drills for shit that may never happen? Because when your back's against the wall, you'll fall to your lowest level of skill. Whatever you train for is what you'll be good at. Most of you guys never train for sh t. That's the reason why, when your back's against the wall, you get f cking beat.

[B]

Hey, guys. Looks like you made it to the end of the video. You're the true.0001 percenters. Look, I know 1 percenters that can make it halfway through the video, but making it all the way through, you guys are the best. Now, here's what I'd like to do. Number one, I want to get closer to you. The fact that you made it all the way through the video, you're like, man, dude, I want to roll with this guy, okay? So I need to connect with you down below. There's a description box on this YouTube video. There's a link. It says coach with me one on one. Ok. If you'll go and you'll enter your information, I'll reach out to you in the next 24 hours. You can tell me what you need, help with, what your goals are, and we will crush it together. I would love to help you guys go to the next level in life. You can tell I'm changing my life really fast, and I know that you guys want the same thing. I'd love to go with you on that journey. So right now, if you'd like to partner with me, team with me, if you want me to help coach you and push you, everybody needs a coach, a higher level of accountability to go to the next level. Go to the description box below, click on the link, fill out your information. I'll talk to you in the next 24 hours. Let's kill it.