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This episode is a business coaching course that shares the importance of buying emotion.

Results-Focused Training, Tools, and Workshops from Expert Business Coaches.

Featured Coaching Excerpt - Notes & Transcript, Part 1
  • Lesson Nugget: By keeping your prospect on the phone and engaged in conversation, you can more easily discover their buying emotion.
  • Conversion Moves: 6. Do Me a Favor, Pre-Closing
  • Notable Quotable: "Champions will always do more than contenders."- Bryan Smith
  • Lesson Nugget: The "Do Me a Favor" close eliminates competition by giving the prospect security and value, based on the information you gathered and the time they invested in with you.
  • Goals of "Do Me a Favor": 1. Eliminate the competition. 2. Get the customer to do what you've asked.

[MUSIC] udemy for sales training

-Now, Brian, if somebody, you know, is watching this sales training, and they're going, how do I teach my team to systematically find buying emotion, how do you do that?

-Well, I think it's just like what we've been doing now. You can't just hire someone you think is good at sales, and throw a phone at them. You know, that's an old school way of doing it. Throw them in the water, see if they can swim. You know, is it wrong? Lots of people have been successful that way, but most of those people couldn't compete with any of my people that aren't truly sales people.

So what I would tell a business owner like that in this sales training, you can dig even deeper. So you went and paid top dollar for a really good salesperson that's late every day and talks back? What I do is I go find really loyal people I can teach to sell, I can teach to say the right things, and eventually they say it really well. They're cheaper, and they come to work every day.

-To quote Whitney Houston, "how will I know?" How will I know if I've really found the buying emotion?


How will I know?


-How will I know?


-That's a funny question. You think about buying emotion. I think if you're on the phone for a long period of time, having a really good dialogue, I think there's a really good chance that you've found something. Who knows if it's the buying emotion? But if you can get a prospect to stay on the phone for 20, 30, or 40 minutes, there's a good chance you're going to win that business.

-True story I want to give to Thrivers right now, because this one blew my mind. Recently I did a speaking event. I believe that Dan Robb, one of our incredible videographers was there with me. We were in the great state of New York. And the lady who's running this massive organization gets up on stage, and she says, our next speaker, he sent me pumice in the mail. He sent me a copy of his book. His team's been really funny. And she went on and on talking about all these emotional reasons why she hired us.

And yeah, we offered great training. And yeah, we offered this, but the main reason was the pumice, the relationship, the laughter. And I hear that all the time. And I would just encourage you, if you're watching this, you cannot be professional enough-- You cannot offer enough professionalism to mask a lack of a personality there. You've got to connect with people. I mean, you can't just heap gobs and gobs of professionalism to mask the fact that you're not emotionally connecting. At some point you have to connect, right?

-We said it earlier. Champions will always do more than contenders. Contenders aren't willing to send the treat to them. Contenders aren't willing to go the extra mile. Contenders are simply willing to make one follow-up call, from what we've learned.

-I'll tell you what. There's a lot of husbands out there who are contenders, and then there's some winners. And a lot of contenders aren't willing to take your wife to Katy Perry tonight, but you are.

-Oh yeah.

-Boom. He's taking his wife to Katy Perry tonight. True story. He's not a contender. He's a champion right there.

OK. Now, move number six. Do Me a Favor, Pre-closing. All right, Brian. What is this, Do Me a Favor, Pre-closing move all about?

-Sure. So all the other things we've talked about earlier could be that-- I didn't come up with them. I didn't invent that stuff. I've just figured out how to use them. This is the one thing that I can tell you, talking to you, honestly, that I believe I created. The Do Me a Favor close is something that-- It does two things for us. It eliminates our competition, and it gets the customer to do what we've asked.

So think about, for as long as you remember, you've been doing what you were told. You've been taught to do what you were told. Your parents started it, and it's gone all the way through your life and career. So even if you own your own business, someone is telling you what to do at some point, either your wife, or your mom, or somebody.

And so, the Do Me a Favor close is about, I've been talking to you for 30 minutes now, all right? We talk about everything, and then we finally figure out why in the world we got on the phone. And I'm going to say, you know what, Clay? At the end of the day, I want to give you the very best deal I can. And understand that the very best deal to me is making sure that in three or four years, if something happens to you, I can do what I said I was going to do today. It's not always just about the cheapest price.

And so here's what I want to do. Do me a favor. Give me 30 minutes. I'm going to go check out, and see what I can do for you. I'm going to call you back in 30 minutes, and tell you what I can do. If it's not sufficient for you, if you don't like it, I'm going to help you figure out something else.

What I'm doing there is, I'm going to after that tell you, you know what, you probably didn't want to be on the phone all day with salespeople anyway. And we're going to laugh. We're going to joke about that. But then you're going to hang up, and, funny enough, most people don't answer the phone again until I call. Why? Because they didn't want to be on the phone with me when they answered it. They just ended up on it for 30 minutes.

Then what I did is say, you know what? You don't have to answer the call. I gave you the feeling of comfort that you don't have to spend all day trying to find new insurance. And you don't have to talk to more salespeople because in the conversation for the last 30 minutes, I told you how local I am. I'm right here with you. We went to Charleston. You went to that place to get married.

And then I'm going to tell you and warn you about the other people that are calling from 1-800-wherever. They're going to be in other places working summer jobs selling things. So I want you to avoid that, and you're willingly going to do that because you didn't want to talk to me. And you don't want to talk to them. You don't want to be on the phone all day.


Featured Coaching Excerpt - Notes & Transcript, Part 2
  • Recommended Reading: Soft Selling in a Hard World (Bestselling guide to the art of hands-on selling.)-Jerry Vass
  • Conversion Moves: 7. Return Call to Deliver Your Product Offering-Closing
  • Notable Quotable: "You've always got to ask for the sale; you don't get a sale you never ask for."- Bryan Smith
  • Ask Yourself: What is the first step I am going to take to begin applying these moves to start converting leads?


-So Brian, can you-- I mean this is I guess you do this every day. I mean this is what you do. Every call, every day your team does this, right?


-So I mean I think the big idea here is that like you might have-- how many reps are on the phone for you right now currently usually?

-Five to eight.

-Five to eight, and they're all saying, hey, do me a favor, boom. And they go right into it.

-Hey, I'm not a salesperson, Clay. I'm right here in Tulsa with you. Other people are going to call you and try to sell you stuff.

-Because you invented the do-me-a-favor movement is probably why a lot of people aren't using the move. But why aren't people using more stuff like that, where they just kind of assume the appointment or they go ahead and set an appointment, like, hey, let me give you a call back in 30 minutes?

Or why when people say, do me a favor? Why don't you let me to call you back in 30 minutes? Why aren't people doing stuff like that?

-Well, the 30,000-foot answer is they've never been trained do it. I think there's a lot of people capable of it, but their leaders never trained them. Their leader either doesn't want to train them or doesn't understand how important it is.

-Now I will hammer on this point here. There's a book called Soft Selling in a Hard World. And he talks a lot about-- the author's name is Vass, Jerry Vass-- and he explains how you want to assume the close. And basically you're not high-pressuring like, do you promise to buy right now? But it's more like, hey, I'm going to call you back in 30 minutes, and I want--

That kind of thing. The whole idea is assuming the close. I love do me a favor. That's a great way to get into. It's awesome.

Now move number seven. Return a call to deliver your product offer closing. Brian, my brother from another mother, walk me through what the move, return call to deliver your product offering closing is all about.

-Now you're just doing what you said you were going to do in the do me a favor close. You're calling them back when you said you would. You're finding out-- and what's funny, Clay, is a lot of times I'll say as soon as soon as we hung up the phone, my phone rang with someone else but I didn't answer it.

Or I got two or three voice mails from other people. You can't believe-- they are in disbelief that this thing really happened. And we're like, yeah, we kind of knew that was going to happen.

Because in our minds we were trying to eliminate our conversation or our, excuse me, our competition. If the competition can't talk to them and say things to them, then they're not our competition. We're working against ourselves.

And so if I called you back in you're not happy with what I have the offer, then if you want to go to the competition, that's fine. But for the meantime, they were eliminated.

-Why is it so important we do this last critical step?

-Well, you've always got ask for the sale. You don't get a sale you never ask for.

-OK. So Brian, let me ask you for a specific story, a little story time here. Share with me a specific example of kind of when you started using this asking for the sale move. Was that early on your sales career, back before you owned your own business? Or when did you kind of transition into learning this?

-A really long time ago. I was selling over the phone and I thought, you know what? People probably don't want to sit on the phone with me anyway. They're just doing it, and then when they get off the phone they think, you know what? That wasn't so bad.

But if I can help them think about the first minute when they answered the phone, they don't want to do this three or four more times. Because when they initially answered the phone with me, they were trying to do everything they could to get off the phone.

So ultimately my goal is eliminate my conversation, relate to all their answers, and so at a very young age I started figuring out that if I don't have anyone else talking to my customer then I don't have to worry about them not being my customer.

-Brian, I appreciate you coming in and dropping us the knowledge that you just don't get in college. You know, the kind of stuff that just blows my mind. And really specifically teaching us about the internet lead conversion system, the steps over the eight days and beyond. Brian, you're a great American and a solid honey badger. Thank you for being here.

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