← Success Story with Scott D. Clary
Success Story with Scott D. Clary
Lessons - From Nobody to Closing $2 Billion in Deals | Oren Klaff - Pitch Anything Author
00:15:20
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- [00:00]
Podcast Host
Success story is a Square partner now your favorite neighborhood spots run on Square. You know, I was just at Panther Coffee here in Miami last week. And beyond the incredible cortado, what struck me was watching them seamlessly handle the morning rush the barista mentioned they've been using Square to manage everything from inventory to building their loyal customer base. It's so much more than just that little white card reader that we all recognize. Square knows that local businesses can be big businesses. And as things get more complex, Square meets you at every opportunity. So whether or not you're expanding, expanding to new locations, building a loyal following, even covering cash flow gaps, Squares powering all the behind the scenes stuff that matters. They knock out today's to dos and they unlock tomorrow's what ifs. If you're ready to see how Square can transform your business, go to square.comgo/success to learn more. That's square.com go success square meet you there.
- [00:59]
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- [01:57]
Podcast Host
In this Lessons episode. Explore why control in sales is essential to building trust and closing deals without pressure. Discover how predictable behavior weakens influence and invites buyer dominance. Understand why traditional discovery calls frustrate prospects and waste opportunities, and uncover strategies to frame conversations that create autonomy while keeping control of the process. Now I love the way you you switched the mindset when you go into the sales conversation, but a lot of people I think have an issue trusting. Like it's just trusting the process, right? A lot of people have an issue trusting the process. So I guess do you have advice for someone who's selling, who doesn't want to blow the deal? Like that's the constant thing that's stuck in everyone's head and that's why people default to the other way, the traditional way, the not good Way of selling.
- [02:56]
Sales Expert
Yeah. I haven't thought about this before, but, you know, be great. I know you have a very sophisticated listener base. You know, maybe. Maybe they could memorize this line and try. And it's sort of when you have the customer who's trying to take control, the sense is, hey, Scott, just when you think you know the answer, I change the question. And by that I mean the predictable nature of your behavior as a salesperson is the thing that works against you. People come to meetings not to hear the features and the benefits and the price. You get that on the Internet. Get that on a zoom call, Right. People come to a meeting to meet new, interesting, colorful people with real insight about their business, who's an expert in their kind of problem, who they can work with to really get a solution to the problem they have. And so that person has to be you. They spend time with that person when that person offers insight and novel solutions to what the buyer already knows. So if you are just diligently giving a buyer what it is you have, the features, the benefits, the solution, who your customers are, it is putting the buyer in total control. And so when you feel like you don't want to put any pressure on the buyer or blow up your sale, you're doing the exact opposite. By not pressuring the buyer in any way and just following the stamp, a sale plan, you're actually jeopardizing the sale. Right. The buyer will chase you and be interested and start to invest time when he knows you're an expert, you have a great product, you're the best in the world, and that you're not just allowing him to buy and be in total control. When you take that control away, it raises the stakes and makes the buyer interested. You cannot end a sales presentation by saying, so what do you think? Would you be interested in this? Do you have any questions? The buyer gets control. He doesn't have any questions right now. Send me over the material. If you don't mind sending a proposal, we'll take a look at it. I got to show to the committee, you know, I meet with the Sasquatch and the Loch Ness monster, you know, every 30th of the month. They tell me when I'm allowed to budget. I gotta check budgeting. I'll get back to you if we have any more questions. And then they're gonna go look for another version of what it is you sell. Cheaper, better from China.
- [05:38]
Podcast Host
Yeah, yeah.
- [05:41]
Sales Expert
So to answer your question, when you don't go for control cause you're scared of it you're actually harming yourself more than you ever could by going for control. The issue is control. By not attempting to take control at all, you end up being controlled by the buyer.
- [06:03]
Podcast Host
Success story is a Square partner now your favorite neighborhood spots run on Square. You know, I was just at Panther Coffee here in Miami last week. And beyond the incredible cortado, what struck me was watching them seamlessly handle the morning rush. The barista mentioned they've been using Square to manage everything from inventory to to building their loyal customer base. It's so much more than just that little white card reader that we all recognize. Square knows that local businesses can be big businesses. And as things get more complex, Square meets you at every opportunity. So whether or not you're expanding to new locations, building a loyal following, even covering cash flow gaps, Square's powering all the behind the scenes stuff that matters. They knock out today's to dos and they unlock tomorrow's what ifs. And if you're ready to see how Square can transform your business, go to square.comgo/success to learn more. That's square.com go success square. Meet you there. The HubSpot Podcast Network is a success story partner now the HubSpot Podcast Network has great podcasts like the Ops Authority. If you are constantly putting out fires in your business instead of focusing on growth and innovation, listen to the Ops Authority, hosted by Natalie Gingrich and brought to you by the HubSpot Podcast Network. Natalie speaks about action strategies that actually move your business forward. So every week, Natalie shares some transformational stories from real business owners who've mastered their backend systems so they can focus on what really matters. So get your OPS in order, get your business running smoothly so you can scale and you can really build something meaningful. Stop letting all this chaos steal all of your energy and listen to the Ops Authority wherever you get your podcasts. So I love that. Thank you. Because I think a lot of people have to hear that again and again and again and beat it into their heads. Because I fully agree that if you can't control that, you can't offer anything besides the points that are listed on a website. You're taking it a step further, obviously, and I'm putting it very simply. But if you're just offering the points on the website, what good are you? You're a walking brochure and that's not going to help anybody, right? That's not helping the customer. If you actually care about the customer, you're actually doing them a disservice. So let's talk about. And at any point, I don't know where the good kickoff point to flip the script is, so you tell me. But control, flip the script sounds like a control thing. I know you spoke a lot about control and pitch. Anything about framing about. And I don't know, is that. Is control something that you always have to fight for or does it come naturally? How do you. There's so many techniques and strategies. How do you know when you have to think about control and when it's just the way you conduct yourself? And then we can go into foot.
- [08:42]
Sales Expert
Scary word. Yeah, I understand it. Because the reason it's a scary word is you can't control people. It's not possible, Right? So now you have. Or Scott Clary talking about control, right? And so you're confused and understand you should be so. Because you cannot tell people what to do, you cannot force anybody to do something. You cannot corner anybody into a position. You can't ask, by the way, this is sales on Gladiator. You know, how do we corner somebody? How do we force them? See it all the time when people say, hey, everybody, you having a good time? You know, everybody here ready to learn something? Yeah, motherfucker. I came to the conference, you know, it's nine in the morning, I had a cup of coffee. Nothing can go wrong. Yeah. Ready to learn something? Those are rhetorical questions. It's a setup, right? Hey, Mr. Jones, you know, if I could get you the air conditioning unit, you know, that could air condition your whole building and lower your price and we could take away your old unit. It wouldn't cost you anything. Is that something you'd be interested in? Yeah, asshole, of course I'd be interested in it. But that's not how the world works. So when you. Now, the buyer's not gonna probably call you a motherfucker, right? But he will think it. Okay.
- [09:57]
Podcast Host
Depends on the buyer. But yeah.
- [10:01]
Sales Expert
I'll do it for you. But the rhetorical questions or asking, Doing sort of exploratory discovery calls. The discovery call is very popular today with young people. I don't know how young you are. You're like 23 years old. But these 22, 23 year old millennials have sort of glommed on to this idea of the discovery call. They think they're being so smart and clever and so, you know, how long have you felt this pain? Where do you see yourself in five years? Scott, if you could solve this problem, what would that mean for you? How long have you been dealing with this? What would Be the ideal solution in your mind. Hey, hey, listen, asshole, right? I came to sales call for you to solve my problems, not for me to solve my problems. I already tried to solve them. You know, as a buyer, I've tried to solve my problem. I failed. I ordered some stuff online. It didn't work. I hired a local consultant that failed. I hired my niece, you know, just got an MBA to set up the website, and she screwed it up. Now, we have holes in our data system, so I failed at this, okay? I cannot teach you anything. Just look at my problem, right? Understand the basics of it and give me your insight and where a solution can come from. I don't spend half an hour telling you I have a very common problem. My firewall doesn't work right? You tell me what you know about firewalls, but this is not a. I don't want to spend 15, 20 minutes sharing with you all of my problems. You should be able to recognize my problems and, and be familiar with it. So by doing a discovery call, by being nice, by being looking for rapport, by doing all the things that you sort of see other salespeople do, you are not only you're losing control, but you are not controlling the sale in a way that's frustrating for the buyer. The buyer wants to see you controlling it, okay? He wants you to ask very specific questions. Hey, looks like your firewall is, you know, causing a couple data security hacks. They're coming over the TCP IP11. Looks like you've got, you know, 17 breaches in the last 60 days. You know, five of those involve the real data loss. You know, we see this pretty often. This happens in, you know, 50 to 80 person organizations as they start to crest through eight petabytes of data. Is that about. I'm like, I'm not even in this business, Right? But is that about right? You know, they want to see you starting to control the set of ideas and the conversation, controlling the frame around which the conversation is happening. So pitch anything was about frame control. How to focus the buyer on certain things that matter and get their focus away from things that don't matter. How to, you know, how to frame time, how to frame power, how to frame scarcity. And these are the things that can be done. And it gives some ideas on how to do it. Flip the script gives the scripts to control the presentation and the conversation and the sales process with the buyer. You have. So the real outcome is flip the script. It lets you create a sandbox, and that's where the control Is it lets you create a sandbox that the buyer can then play in and do anything he wants. Have autonomy. That's a problem with control, right? When you really try and control somebody. So, Scott, what do you think? Is this something you'd be interested in if I could get you the price that you were looking for? Is this something we could sign up for today? Tell you what, I have a special discount. It expires at the end of the week. I'll talk to my manager. If he'll approve you, I can get this for just $900 a month. Is that something we can go forward with? That is aggressive and it's controlling. The reason you don't like that is because it takes away your autonomy. And autonomy you can have Maslow's hierarchy of needs. What he forgot to put on it is autonomy. Food, water, shelter, love, safety, above all of that stuff is autonomy. I would rather die on my feet then live on my knees. Every human has that built into their DNA, right? Autonomy and self governance is the highest emotional, highest survival need. So when you as a salesperson start to take away autonomy, self governance, self decision making ability, then you're losing the sale. So you work so hard as a salesperson, do all be nice and prepare a presentation, give the features and benefits, then towards the end of the sale start to take the buyer's autonomy away. When they're tired and they want to leave, they really don't want to see your face anymore. And now you're going for control. Take their autonomy away. That creates a failure state. So flip the script lets you create a sandbox where you set all the parameters and then you back away and you give total autonomy to the buyer at the time that he wants it. And that's why when we close, like you say, hey, Oren Clap. Sold a million copies of Pitch anything. Number one, most interviewed, sales trainer, sales guy, pitch guy, finance guy, you know, on the Internet. And what's your best clothes? And my best clothes is this. So that's anything else we should do here? I mean, I think we're wrapping up. You know, if you don't have anything else, we're probably gonna pack up our stuff and leave. That's my close. You can't close at the end. There's nothing you can do at the end of sale to push somebody into making a purchase. Now if you do, most of the time it just falls apart. Like it'll fall apart a contract and fall apart at finance follow it. So yeah, maybe you can get a signature, you can get A yes, but in a deal, and remember, I don't sell TVs, I raise $10 million or sell million dollar contracts or $500,000 things. Maybe you could sell a TV that way, I don't know, an iPhone, maybe a car. But when you really get into enterprise sales or services, the end of the sale is not when you can start to control someone to put some in a deal. And even if you get it will fall apart. So what you can do is set the whole thing up. Big idea problem, the solution, why do it now? The value proposition, what you get, how it works, the social proof or the reputation, who else we work with, what we think the solution is. And then you could say, but I need to get more, you know, I need to know more about you. As I said before before, we sort of agree to work with you, right? And so when you set it up in that way, you set up the sandbox where they are pitching you to become the of, you know, how to work with you as opposed to you pitching the idea that they should, you know, sign an agreement or give you a yes.
- [17:07]
Podcast Host
Thanks for tuning in. If you found this valuable, don't forget to hit that subscribe button so you never miss an episode. And if you want to dive deeper into this conversation, check out the links in the description to watch the full episode. See you in the next one. Success story is a Square partner now your favorite neighborhood spots run on Square. You know, I was just at Panther Coffee here in Miami last week. And beyond the incredible cortado, what struck me was watching them seamlessly handle the morning rush the barista mentioned. They've been using Square to manage everything from inventory to building their loyal customer base. It's so much more than just that little white card reader that we all recognize. Square knows that local businesses can be big businesses. And as things get more complex, Square meets you at every opportunity. So whether or not you're expanding to new locations, building a loyal following, even covering cash flow gaps, Square's powering all the behind the scenes stuff that matters. They knock out today's to dos and they unlock tomorrow's what ifs. If you're ready to see how Square can transform your business, go to square.comgo/success to learn more. That's square.comgo/success square. Meet you there. Incogni is a success story partner. Now have you ever wondered how all those scammers get your phone numbers? All those telemarketers, how you're always drowning in all these spam calls? It's data brokers. Right now hundreds of companies are collecting and selling your personal information without your consent, your address, your phone number, even your family members names to anyone who's willing to pay. And this puts you at risk of identity theft, scams and harassment. And that's where Incogni comes in. They contact over 230 data brokers on your behalf and legally force them to delete your personal information. No more spending hundreds of hours doing it yourself. Incogni handles all the paperwork, follows up on objections and keeps your data off the market with repeated removals. I've actually been using Incogni myself. It's scary and also incredible to see how much of my data was out there. But they get rid of it. They've got a 30 day money back guarantee so you can try it risk free. Use my code success@incogni.com success to get an exclusive 60% off their annual plans. You have to take back control of your privacy today.