HOW TO SELL ANY SERVICE TO ANYONE | The System Saad Used to Build a ₹50 Crore Service Business

0:00You have six months to make as much

0:01money as possible. What are you doing?

0:04I'm gonna find a sales job. Everything

0:06always goes back to [music] sales, no

0:08matter what. To get to a million is very

0:11easy. You need 20 people to pay you

0:13$4,000 for 12 months and it's a million

0:15dollars. People lost their minds.

0:22We should do this again and do part two.

0:24You know, the next time I'm going to

0:25actually walk you through the entire

0:27sales call where I will show you what my

0:29three gates of hell are.

0:34>> This was the masterpiece from Sad.

0:36>> This is a banger podcast. You have to

0:39watch this.

0:43>> 1 [music] 2 3 and start. This is episode

0:452 with Sad. What are you here to teach

0:47me?

0:47>> Sales is the easiest job in [music] the

0:49world and the most I have to cuss for

0:51this. The most rewarding. How to build a

0:53sales to generate sales worth 50 crores.

0:56>> There are three main components that

0:57come [music] into making a sale. Okay.

0:59One is your offer. Offer is pretty much

1:02what you sell, your distribution, who

1:05you sell to and sales, how you sell to

1:09them. So a lot of people are like

1:11organic.

1:13>> Bro, what are you saying?

1:14>> Organic, no paid.

1:16>> 6.8 million. No. [laughter] Help me land

1:19a client who'd pay me $1 million.

1:23>> Rot transfer [music] my card.

1:24>> I'm sending you a link right now.

1:25>> Right now. Let me think about those two

1:27models and get back to you.

1:28>> Yeah. Can I tell you something? [music]

1:29I will give you a,000 dirhams zinc which

1:32is a refundable deposit. This will

1:34actually put you in a state of putting

1:35some [music] thought into it.

1:36>> Yeah, let's do that.

1:36>> Awesome. I've received your payment.

1:38Deep discovery. I call it the gates of

1:40hell. Has three gates of hell. The first

1:42thing is need. Second is decision making

1:45and timeline gate. You pass this gate.

1:47You then go to the third gate. This is

1:49where most sales people out. They're

1:51going to hate that I said this.

1:53>> How do you think I can keep track of all

1:55the leads from all my streams?

1:57>> This is a game changer that most people

1:59[music] overlook. Very very very like if

2:02they just do this revenue will

2:04skyrocket.

2:09>> Okay guys, this is episode two with Sad

2:11and this time Sad is here to teach us

2:13something very very exciting. Sad, what

2:14are you here to teach me? Basically the

2:16idea is

2:18those sal within two years the last year

2:20we did 50 crores in revenue in a service

2:22business that sells only two things and

2:25everything that it takes to actually

2:26sell or get to this point where you can

2:28get to that mark I'm going to show it to

2:30you without you actually having to think

2:31about all the mistakes. So the next two

2:34hours trying to figure out how do you go

2:35from I have no idea what I'm supposed to

2:37be selling to I am able to build a

2:39service business with one or two offers

2:41that can get to 50 crores a year cuz

2:44that's what we use.

2:46>> Okay s first let's do macro and let's

2:49figure out the first principles of sales

2:52understand the system very well and then

2:54I want to go micro to understand the

2:56architecture of a call

2:57>> okay

2:57>> that can help me land a client who would

3:00pay me $1 million.

3:02>> Okay. Okay, awesome. So, basically one

3:04of the most common mistakes that people

3:06have is they are trying to fix sales

3:08where it's not a sales problem, it's a

3:10fullfunnel problem. So, first we need to

3:12understand what do you need in order for

3:14you to actually make a sale. There are

3:15three there are three main components

3:17that come into making a sale. Okay, one

3:19is your offer. Offer is pretty much what

3:22you sell, your distribution, who you

3:26sell to and sales, how you sell to them.

3:31So one of the most common things that

3:33keep happening in India is the burden's

3:35on the saleserson to be able to generate

3:37revenue and not on the rest of the

3:40ecosystem that needs to support it.

3:42>> Yeah.

3:42>> Like if a company is not making revenue,

3:44the first people that got fired are

3:45salespeople. But this is the last

3:48component of the three. If your first

3:50two are not operating at the level that

3:52it needs to operate on, the third

3:53cannot. A great salesman with a mediocre

3:57distribution, mediocre offer can do

3:58well. Oh, because but that's all he can

4:01do. He can drive. So most founder leled

4:04sales happen when these both are broken.

4:07But the moment they have a sales

4:09organization, it doesn't work anymore

4:11purely because your offer is not right

4:13and your distribution is not right.

4:14>> What do you mean by that? Can you give

4:15me an example?

4:17>> Have you seen a smaller agencies where

4:18the founder is able to make sales but

4:20he's unable to go from the founder to

4:22making sales to actually sales people

4:24making sales? That's because the offer

4:26and the distributions are Can

4:28you give me an example of what is an

4:29offer and what is distribution?

4:30>> Offer has seven components. Okay, I'm

4:32going to walk you through all of the

4:33seven components. This is called as an

4:35offer stack.

4:36>> Offer stack.

4:37>> Okay, offer stack. So number one is

4:40getting specific. Like for example,

4:42their statements sound like this. We

4:44will help you grow your business.

4:46What does that mean?

4:48>> Right? So when you speak to people who

4:50are crossed a million dollars in

4:51revenue, you'll start noticing they're

4:53going to tell you very specific

4:55outlines. we will help you get to 20

4:57leads a month for the money you're going

5:00to pay me. Unless you're being very

5:02specific about the dream outcome, your

5:07offer is broken. So most people who are

5:09not able to sell, the sales people uh

5:11sales team is not able to sell purely

5:13because they don't have the conviction

5:15of the founder. When you don't have the

5:16conviction of the founder and most

5:19agencies basically are selling to people

5:20they meet randomly and not really

5:22through a funnel, right? Not really

5:24through a sales system or a system where

5:27you are able to predictably tell how

5:28many leads are coming in or how many are

5:30closing. It is happening because the

5:32founder is driving it through pure

5:34conviction.

5:35>> Correct.

5:35>> And the moment it goes to like oh now

5:38that I'm making X amount of money which

5:40does happen with with great founder

5:42sales it does happen but the moment they

5:44have to translate it they are not able

5:45to deliver it because the founder is

5:47selling through conviction. The

5:48salesperson will never have it. So one

5:51of the things first things that somebody

5:52if you have an offer is ask yourself is

5:55the outdream outcome that you're

5:57promising is it vague or is it as

5:59specific. So I'll give you an example of

6:01vague sounds looks like this. We help

6:04D2C brands

6:06>> scale

6:07>> scale

6:09like you get what I'm saying versus we

6:12take you can go as specific as possible

6:14you can speak to a specific D2C brand

6:16but for now I'll keep it as D2C brands

6:18go from 50 crores to 250 crores using X

6:23methodology it's a hypersp specific

6:26thing that you need to offer that can

6:28directly relate to their dream outcome

6:31everyone who's coming for a service has

6:33a dream outcome. If we are unable to

6:35capture that dream outcome, our offer is

6:38weak.

6:39>> And the methodology is also very very

6:40important.

6:41>> Yes, everything stems to method

6:43methodology because if you don't have a

6:45methodology, you're not unique enough.

6:46You're going to be compared at price

6:48points with everybody. This is one of

6:49the things, you know, yesterday I put

6:50out a video. I'm digressing and I said

6:52to get to a million dollars is very

6:54easy. And it's honestly not that hard

6:57because you just need to get somebody to

6:58pay you $4,000. You need 20 people to

7:01pay you $4,000 for 12 months and it's a

7:03million dollars. So like it's like

7:06you're not getting to 100. You you don't

7:08have to struggle to get to 100 clients,

7:09200 clients. You need to get to 20

7:12people who are willing to pay you

7:13$4,000. People lost their minds

7:19and I'm [laughter]

7:21standard Instagram comment.

7:22>> Yeah. And I'm like, [snorts] how do I

7:25explain $4,000 is not even high ticket?

7:28Like you get what I'm saying? So unless

7:30you get to this hypersp specific dream

7:34outcome, you'll never be able to charge.

7:39If you don't have a dream outcome and if

7:41you're giving a vague outcome, you will

7:44be compared to everybody else in the

7:46market. And then the problem then what

7:48happens is you're going to go into price

7:50comparison. Then whoever is the cheapest

7:52wins. Make sense? So this is a clear

7:55differentiator with having a very

7:57specific dream outcome. This is one.

8:00Okay. Two is identity. Identify the

8:05obstacles. So a lot of people don't do

8:08the activity of if I'm if I'm going to

8:10be selling to D2C brands, what are the

8:12five to six obstacles that they are

8:14having? So you need to have a very clear

8:16understanding of what those obstacles

8:19are because once you have an

8:21understanding of what the obstacles are

8:23then you can track that back and make

8:25sure that that is a part of what is the

8:27value statement of the offer. But if you

8:29don't identify so now we are being

8:30specific and our specific value

8:33statement is directly correlated to that

8:35specific outcome sorry specific uh

8:38obstacle of that particular category. So

8:41we are next into obstacles that they are

8:44facing. Okay. Three is your stack of

8:48value. Stack of value is basically every

8:51single thing you can add on top of one,

8:54on top of two, on top of three, on top

8:56of four, on top of five. The reason why

8:58you're stacking this, the price that

9:01they're paying has to look so small

9:04compared to what you're giving to them

9:06that it should be a no-brainer. So what

9:10is the value stack that you can do and

9:11the value stack is directly correlated

9:14to the obstacles they have. So each of

9:16those value stacks that you're offering

9:18has to directly solve the obstacle. So

9:20you need to figure out what is

9:21everything that can stop them from

9:23achieving this particular outcome and

9:25whatever those obstacles are should be a

9:27value stack predefined by you.

9:29>> Understood?

9:30>> Okay. Third value stack. Fourth is

9:33increase in perceived likelihood of

9:36success. So increased in perceived uh

9:39likelihood of success basically means

9:41they need to see proof. So your job is

9:45to take whatever their problems are. You

9:48have created a specific offer. Now you

9:50have to show them that you can actually

9:52do this. So you need undeniable stack of

9:55proof. You can't just make statements

9:56and not back it up. You have to have a

9:58statement and whatever that statement is

10:00has to be backed up by something that's

10:02a proof or a testimonial. And the higher

10:04the stack is, the higher the likelihood

10:07of success they can believe they'll

10:08have. So you need proof. Okay. So this

10:12is fourth one that is the perceived

10:15likelihood of success. Okay. Fifth is

10:20reduce time and effort. I'll give you an

10:23example.

10:24>> Reduce time and effort for

10:25>> for them. So for example,

10:28my thing is in order for us to be how

10:31long does social media take? For most

10:32people, it's like it's going to take 3

10:34months, 6 months, 4 months. Our contract

10:36is 2 months long.

10:37>> If we can help you, you'll know within 2

10:38months. If we can't help you, you know

10:40within 2 months. For us, the test period

10:42is six videos on a brand new page. If it

10:44works, it works in six videos. If it

10:45doesn't work, it never works. Okay? So,

10:48the time for them to see the result is

10:50extremely short. Okay. Second is we

10:53don't want you to think about anything.

10:55We'll handle everything. So our offering

10:58contains every possible expense that can

11:00possibly happen. A lot of times agencies

11:03do what? They have a price and they have

11:06side stack prices.

11:07>> For example,

11:09>> for example, social media, they'll be

11:11like, okay, it's going to cost this

11:12much. And then when you actually start

11:14working with them like, okay, model cost

11:15is this much, location cost is this

11:17much. They will they will not disclose

11:18it in fear. We have an all-inclusive

11:22price. If it comes into this, if it ever

11:23exceeds this, we'll pay from it from our

11:25side. So there is no effort from their

11:28side beyond this in terms of we will

11:30make sure day one this is going to

11:32happen day two this is going to happen

11:33all you have to do you don't have to

11:34think I'll give you a quick example

11:36right every time a new client comes in

11:39before we used to get them to make uh

11:41like simple things like insta ids now we

11:44buy a new phone put a new sim card new

11:47email we create it on their email id and

11:50we handle everything so the idea is once

11:52you come to us you shouldn't be thinking

11:54about anything other than yes, no, I

11:58like, I don't like, approved, good job,

12:01result, no result.

12:03>> Your ability to think is reduced to

12:06zero.

12:06>> And I think that's a great proposition.

12:08The moment you tell the other person

12:09that you don't have to do anything,

12:11>> we don't want you to do anything.

12:12>> I think that's a great proposition.

12:13>> Huh? So your effort, the the prospect's

12:16effort and time, so we'll get you

12:18results. When I say results, it is a

12:21quantifiable success in a very short

12:24period of time instead of having waiting

12:27for 6 months to be able to see the fruit

12:29of your labor which creates lethargy. So

12:31time to success whatever that you define

12:34has to be short enough and the effort

12:36they put has to be low enough. This is

12:39five. Okay. Six. Reduce the risk. Now

12:44this is a bit of a double-edged sword.

12:45Okay. I don't like this one, but it's a

12:47part of it which which is a very Alex

12:50Hermosi situation which is make them a

12:53no-brainer offer. So reduce risk as in

12:56how low to zero can you take their risk.

12:58If you pay the money and it doesn't

12:59work, I'll give you 100% refund. This is

13:02reduce risk. The problem we have learned

13:05with this is the moment you have a

13:07guarantee or a refund. Now we don't do

13:09guarantees refunds at all. We have

13:11doubled our price without doing

13:12guarantees and refunds. that guarantees

13:14and refund are price were lower. The

13:17client stops taking the onus of actually

13:20showing up.

13:22Now, as much as we can control

13:23everything, they still need to show up

13:25to a shoot.

13:26>> Yeah.

13:26>> They stop showing up because they have

13:28nothing to lose. With a guarantee in a

13:30service business is a death trap cuz

13:32they stop taking it seriously cuz they

13:34have no skin in the game. So when you

13:36have no skin in the game, what ends up

13:38happening is what should probably take

13:40you 30 days because you spent a ton

13:42of money to get my service now will take

13:4590 days because you don't care cuz if it

13:47doesn't work, you're going to get your

13:48money back. So even if you do drisk, it

13:52has to be super conditional.

13:53>> For example,

13:54>> one of the conditions if I were to ever

13:56put in a guarantee, it would be if you

13:59cancelled more than two shoots, you

14:01voided your refund policy. If you do not

14:05show up to the meetings that where if

14:07you have uh for the 60-day contract, if

14:10you're unable to show up for more than a

14:12week, your contract is voided. So, it

14:15has to be super strict because what ends

14:17up happening is if you're not, they

14:19don't have skin in the game and they

14:21have nothing to lose.

14:22>> And if they have nothing to lose,

14:24anything given for free in this world is

14:26taken for granted.

14:28Right? So, there's no free meal. The

14:30moment you make it a free wheel, they'll

14:33just go with the toss. So, this is a bit

14:35of a double-edged sword. I would try to

14:36reduce this risk.

14:39Guess to zero. Dependsing depending on

14:41which stage of your business you are in.

14:43If you're just starting out, you have no

14:45proof, you have nothing, and you're just

14:47like, I just want to get my first meal.

14:50Reduce the risk. Take a hit, right? Cuz

14:53you have no liabilities. But at a scale

14:56where do where you are trying to do 10

14:58million, 20 million, 30 million that can

15:00become a liability versus it becoming uh

15:04a value proposition for the

15:05organization. So here you can kind of

15:07take your own bet depending on what your

15:09offer is. U we're going into seven.

15:12Okay, that is add urgency and scarcity.

15:16>> How do you differentiate between false

15:17urgency and true urgency? O that's a

15:21that's a bit tricky

15:22>> because everybody tries to create

15:24urgency

15:25>> correct

15:26>> right um how do you create true urgency

15:29>> I'd have to think about it for a second

15:31so it really comes to supply demand

15:33right at this point for example

15:36uh I have few things that have super

15:38high supply super low supply and super

15:40high demand there it's not very hard

15:42because I am one of the things in sales

15:44you need to understand is if you're on a

15:46sales call I'm talking about

15:47specifically on a sales call then I'll

15:48go wider

15:50A lot of it is body language and verbal

15:52cues. If you don't believe the urgency,

15:55you can't sell the urgency. It'll come

15:57off as fake. But for example, me, I can

16:00only take on X amount of clients per

16:02month.

16:03>> So when I'm saying it, it is not an

16:05offer. It's a matter of fact. Like if

16:08you leave, I'm not afraid for you to

16:09leave. Like you should be ready to let

16:11that person not buy. So in a sales call

16:16you should be able to say probably this

16:17is not for you because when you come to

16:20that position mentally in a sales call

16:23when you say I can only take four people

16:25I've already taken three people I have

16:26only one slot left I have eight more

16:28sales call and I have a close date of

16:2940%. What's your decision?

16:32>> I'm I'm talking about numbers that are

16:35very real for me so it translates

16:38problem what ends up happening is when

16:39you start overusing urgency. So there

16:42are brands that are perpetually on

16:43offers. Then then offer only is

16:47what?

16:48>> Got it.

16:49>> Name and price. This is one of the more

16:51important ones.

16:52>> Name and price.

16:53>> Method has to be unique to you because

16:55they shouldn't be able to mistake it

16:57with everybody else.

16:58>> Is that always possible sir?

17:00>> When you actually have a method that is

17:02unique to

17:03>> for example let's take interior design.

17:07How would you name a method for interior

17:09design? You don't name the method. You

17:12name the process with which you you

17:13achieve an outcome.

17:15>> Again, it's the same, right? As an

17:17interior designer, how would you name a

17:19method that is so different from your

17:21competitor?

17:23>> I mean, you can show proof, [snorts]

17:24which is great. When it comes to being

17:26specific, it's pretty clear. I will help

17:28you get this project done in 40 days at

17:31less than 30 lakh rupees. Perfect.

17:33>> Okay. How do you do that?

17:35>> How do you do what? So the how we

17:37achieve the outcome is the method and no

17:39two people ever have the same plus two

17:42plus 1 2 3 4 method. Our method is

17:44called hyper niche. This is what we

17:47built our entire school of thought of

17:50content on. Okay. So for example I would

17:53start with something like this. I

17:54wouldn't even start with offer. I would

17:55ask you how long do you think it takes

17:56for content to work?

17:58>> How long does it take

17:59>> for your content to work? organic

18:01content, zero followers, new page

18:02altogether to get to a 100,000 views, a

18:05million views. How long do you think it

18:06takes?

18:06>> To 100,000 views on Instagram.

18:08>> Yeah. 100,000 views, a million views.

18:11>> Are you talking about consistent

18:12viewership?

18:13>> Consistent viewership.

18:15>> 3 to 4 months.

18:16>> It takes six videos.

18:17>> Six videos.

18:19>> Okay.

18:19>> If it works, it works in six videos. And

18:21if it doesn't work, it's highly unlikely

18:23it'll work in that format. Can I show

18:25you?

18:25>> I actually disagree with that though.

18:27>> I know. Brilliant. That's why I want to

18:28show you. So again statement. So this is

18:31called breaking belief statement.

18:33Something that the generic world

18:34believes that this is the truth.

18:36>> My whole thing is I'm going to show you

18:39undeniable proof of us doing it. So it

18:42goes I know you're not going to believe

18:44it till I that's why I say what's my

18:45next statement? Can I show you?

18:47>> Right. For example, we built this page.

18:51It has 41 posts.

18:53>> Okay.

18:54>> This was made how many weeks ago?

18:56[gasps]

18:57[laughter]

18:58>> I'll show you more. Wait, hold on. See

18:59from the first reel. See from the first

19:01reel,

19:02>> bro. What are you saying?

19:03>> Let me show you another one.

19:04>> The first re is 5.6 million.

19:08>> We have That's the whole So if it works,

19:11it works like this.

19:13It's not a metric of time.

19:15>> This sounds unbelievable.

19:16>> Now I'll show you this one. This will

19:17blow you away. This is six videos, six

19:19posts.

19:21Organic, no paid.

19:24Now you see how I have differentiated

19:27myself from every other agency in the

19:29market because if you don't have a

19:31differentiation now it just then becomes

19:33a pricing battle. Oh he's cheaper I'll

19:36go with him because most if you tell

19:37most social media people they're selling

19:39what six videos four rupees eight

19:41statics 20,000 rupees that's not an

19:45outcome or a method that is deliverables

19:47by a videographer and an editor.

19:49>> Yeah

19:51understood. Now we come to price.

19:53>> Yes. If you're not pricing yourself high

19:54enough, people don't take you seriously

19:56enough. So the problem with what ends up

19:58happening is you have to proportionately

20:00increase your price. Every single time

20:02you get harder with your offer, you have

20:05to increase your price. A lot one of the

20:07biggest problems that most people have

20:09is actually increasing the price because

20:11they're scared. They're scared for one

20:13of two reasons. Number one, their

20:14constant thing is who will buy. Why they

20:17ask this question, who will buy is

20:19because they would never buy.

20:21Most people never actually spend. Most

20:23agency owners are broke. Most service

20:26business owners are broke. How I went

20:28from this 1 to 12.5 is when I was

20:32selling it at 4,000, I would get on say

20:35for example 10 calls. I would see how

20:39easy it is for me to take the money. If

20:43the money is coming to me without any

20:45resistance, I'm too low. So one

20:47of the easiest way to do it is out of 10

20:49calls if more than 50% are buying your

20:54price is low. You increase by 25%.

20:59>> Okay.

20:59>> The reason why I'm saying you increase

21:01by 25% is the salesperson will be scared

21:04to sell it at a higher price point. You

21:06probably need to increase it by 200%.

21:10>> Which is more the truth. But the problem

21:12is the salesperson who selling it

21:14shouldn't his bed saying the price.

21:17So if like for example the last few

21:19jumps that we have done we have doubled

21:21the price. We went from 20,000 to

21:2340,000.

21:26So one of the things is sales people

21:28need to have conviction of the product

21:29and the service that they're selling. If

21:31they don't have that it's very hard to

21:33sell. Like a lot of companies will be

21:35like oh my sales people are for call.

21:36Your service is for call buddy. like

21:39like he what he's what you're asking him

21:41to sell you're showing him it doesn't

21:44work cuz he can see the organization.

21:46You know one of the saddest things that

21:48people don't talk about is sales people

21:50sell initially when sales people come

21:52know they sell they sell higher then

21:54over a period of time they actually

21:55start reducing how much they sell. It

21:57happens very commonly for one single

21:59reason. They start seeing that the

22:01promises they are making on a sales call

22:03is not being delivered by the company

22:04that is actually being there. So when

22:06that happens they lose conviction. When

22:08they lose conviction no script in the

22:11world can help them close better.

22:13>> So there are there are tangibles and

22:15there are things that are these that I

22:20it's not training. It's your if your

22:21service is I can't actually help

22:23you sell more.

22:24>> Correct.

22:25>> Like there are conditions for this to

22:26work. Like condition one is your actual

22:28product has to be good.

22:30>> Right. You have to work on your

22:32methodology and your offer and you have

22:34to have a clear outcome. If you're

22:36selling generic and coming here and

22:38listening to this and you're like, "Oh,

22:39I'm going to make a million dollars."

22:41That's not how it works.

22:43>> Got it?

22:44>> Right. So, you increase it by 25% 25%

22:48increments. The more confident you get,

22:50you go from 25% to 50%. You keep doing

22:53this up until you get to a point where

22:56you are at a 30% close rate. Now at a

22:5830% close rate, you then still need to

23:00ask two questions.

23:03Is it 30% close because

23:07your skill is low? Now that means your

23:09salesperson has to develop his skill. He

23:10needs to get better at selling.

23:12>> Or the skill of the salesperson is

23:14great. People who are buying it are

23:16great. The ones who are not buying. So

23:18for example, now comes the statement

23:20what I made. If somebody's not buying

23:22from me today in Dubai, it is not

23:25because they don't believe it works.

23:27It's because they can't afford it.

23:29>> So the 30% close rate purely comes from

23:32the fact of affordability.

23:34>> Got it?

23:35>> This is how you reach the price mode.

23:36Now what ends up happening is now you

23:38need a bigger distribution, a better

23:40distribution. Now it comes into the game

23:41of now that you have an offer. How do

23:43you crack the pockets of distribution?

23:45>> Got it? So this is the part one which is

23:47offer which is be very specific.

23:50Identify the obstacles. Have your stack

23:52of value to help the client with the

23:54obstacles. Increase in perceived

23:57likelihood of success which is through

23:58proof. Reduce time and effort. Reduce

24:01risk. Add urgency. But don't fake it.

24:04And then name your methodology and

24:06price. Is that clear?

24:07>> Yes. [snorts]

24:08>> People. If you're running a sales team

24:10and you're using spreadsheets, you are

24:12making a big big mistake. Sheets is a

24:14terrible idea because with a 5% sales

24:16team, there is no way to verify your

24:18data input. And the entire system works

24:20with no proof, no history, and no time

24:22stamp. And most CRM don't work because

24:25either they are complicated or they do

24:26not integrate well with existing

24:28systems. That is exactly where ODO comes

24:30in. ODO is not a standalone CRM. In just

24:33one system, it can handle your CRM, your

24:35quotations, your invoicing, inventory,

24:38email, and even payment. So when your

24:40team closes a deal, the quote, the

24:43invoice, the delivery, all of it just

24:45happens with no retyping, no leakage,

24:47and no hopping between tools. And you

24:50can get all of this for free. Yes, you

24:53can get the first ODO app for free and

24:55the full suite for just 580 rupees per

24:57user per month. So, if you want to make

25:00your sales team hyperefficient, sign up

25:02for ODO CRM today using the link in the

25:04description. And just like last time, I

25:06am attaching a full-fledged workbook in

25:08the description so that you don't just

25:10listen but actually apply the lessons

25:12that you learn from this podcast. Okay,

25:14let's go to distribution. Now comes the

25:15second part which is distribution. Okay.

25:18>> So, distribution may there are two

25:20components widely divided into organic

25:22distribution and paid distribution. Now,

25:24couple of things you need to keep in

25:26mind when it comes to distribution is

25:29distribution is not just let me run ads.

25:33One of the most common mistakes people

25:34do for lead generation is they start

25:36running ads from for example I have an

25:39Instagram page. Okay? I start running

25:41ads on this. This Instagram page doesn't

25:43have

25:45Okay? I run an ad. So people always

25:48validate who this is. If the brand is

25:51unknown, which means if you don't have

25:54organic activity, you have low trust. So

25:58what happens when you have low trust?

26:00You are getting leads. The cost per lead

26:03is high. That is problem statement

26:05number one. Problem statement number two

26:07is even if your cost per lead is high,

26:09they're coming to the sales call and

26:11your sales cycle becomes longer.

26:15which means that you're going to spend a

26:17lot more time lot more money for the

26:20same amount of people. For example, I

26:22what we did is we build organic first.

26:25So first you need to build some sort of

26:27a presence

26:29>> which can validate trust. So organic

26:32does trust building activity. That means

26:34if somebody sees you, you're real,

26:37you're tangible, somebody they can

26:39trust. If you are some random brand page

26:41with just generic uh generic

26:45posters and just brand pics that doesn't

26:47look like anything people don't trust

26:49that so what I would what would cost me

26:52say for example 20 aed that's 20 dirhams

26:56per lead when I run ads my competition

26:59without any kind of organic presence

27:01cost them 200 dirhams. So first is the

27:04cost per lead is super high. Why does it

27:06cost 200 dirhams? It's a very simple

27:07thing. If you have seen me before in my

27:09organic presence and I show you my ad, I

27:12need to show you my ad once or twice.

27:13>> Correct?

27:14>> But if you haven't seen me, I would have

27:16to show you my ads 10 to 15 times for

27:18you to sign up.

27:19>> So the cost it takes for me to get

27:21somebody on board is far more expensive

27:23when I do not have organic sorted out.

27:26So a lot of people are like

27:29n there's a place for organic, there's a

27:32place for ads. It's always a

27:33accumulation of the two or a variation.

27:36It's it's a balance of the two that will

27:38allow you to actually scale,

27:40>> right? So, I'm very big on ads. I'm very

27:41big on P even though I don't sell it as

27:43a service. I I I'm known for cold

27:46calling. If somebody would ask me, I

27:48would say build your organic. Do cold

27:50calling. If you have no money, like

27:52you're

27:54I'm just starting my business. Cold

27:55calling is the easiest way for you to

27:57get into any doors. As you're doing it,

27:59start working on your organic content

28:01because this is where your trust is

28:02being developed. If you get decently

28:04sized here, decently sized is anywhere

28:06between 50 to 100,000 followers. You

28:08have some level of organic trust, you

28:10can then start running ads, your cost

28:12per lead will go down. You can stop

28:13doing cold calling. And I promise you,

28:15if you start doing ads well and today

28:18ads are so easy because Meta's AI pretty

28:22much knows like you can have a crane in

28:23the background, it'll send it to

28:25construction workers. Like that's how

28:26accurate and it's mostly creative

28:28centered versus

28:30um you're targeting now. So it's not

28:32really your targeting in your meta suit.

28:35It's literally what does your creative

28:37say? Like if you if I show you my

28:38adsets, can I show you my adsets for a

28:40second?

28:40>> Sure. Can we show it to the audience as

28:42well?

28:42>> Yeah. Yeah, I can show it. No, the

28:43reason why I'm showing this is for you

28:44to know like it's don't over complicate

28:46it. It is to be

28:50this is the adsets that we are running

28:52right now. So these are the statics. Now

28:55you'll see how hypo how basic and

28:57hyperspecific these statics are.

29:01It's literally a back blackground with

29:04written words. These give me the best

29:06leads today.

29:07>> Really

29:08>> amazeballs leads.

29:09>> These are like simple

29:10>> the most

29:11>> static pages.

29:12>> Static pages. But read what's what's

29:14written.

29:15>> It is super specific who we are talking

29:17to. So every static will tell exactly

29:19who we are speaking to.

29:20>> This is amazing.

29:21>> So anybody can do it like from tomorrow.

29:23Like if you are let me read it out. So

29:25this is what it looks like. It's a black

29:27with white. If you're a founder/ CEO of

29:29a real estate brokerage tired of losing

29:31millions of dollars listing two

29:33competitors with better social presence,

29:36we want to make you viral on social

29:37media hos.

29:40That's it.

29:41>> Basically, it follows the offer stack

29:43and being very specific.

29:44>> It's being super specific. And with

29:46Meta, you don't have to do targeting cuz

29:48as long as you're specific with the

29:49words that you're using, it'll show it

29:51to the founder. It'll show it to the

29:53founder, real estate brokerage owner. We

29:54go like if your company is making

29:56$50,000 and want to get to $25,000

30:01and this is your problem and this is

30:03your solution. Fill out the form below

30:05and it shows it to those people.

30:07>> Amazing.

30:08>> So that's the that's why your offer if

30:09you don't fix your offer you can't get

30:11to your distribution properly. Even if

30:12you do end up getting distribution and

30:14your offer is weak, people don't know

30:16what you're selling and you're generic

30:17and it's useless.

30:19>> Got it?

30:19>> Right. So first is organic, then is you

30:23have paid ads. In paid ads just make

30:24sure that you have organic distribution

30:26because then it's it costs you lower

30:29plus because the trust activity know for

30:30example when somebody gets on a call

30:32with me sad they have seen me for the

30:34last 9 months.

30:36>> So trust building has activity has been

30:38happening for the last 9 months. So when

30:40they get on a call with me they close

30:43>> but now they have no idea who you are.

30:45They get on a call with you. You have no

30:47organic presence. You're brand new. the

30:48trust is so low that what should what

30:51would take me one day to close is taking

30:52you four months to close. So your sales

30:54process has now become super long.

30:57>> Yeah.

30:58>> So this is where brand uh lead

31:01generation ads organic. So the higher

31:03the brand, so here's what it is. The

31:06bigger the brand,

31:08the easier to sell,

31:10>> the lower the skill you require in

31:11sales.

31:13So depending on which is more powerful,

31:15the other can be a little weaker. and

31:18your brand presence is strong. Your

31:20landing page also if it's weak it

31:22doesn't matter.

31:22>> Yeah.

31:23>> So your landing page is basically what a

31:25saleserson we are glorified checkout

31:27pages

31:29>> that take 10%.

31:31[laughter]

31:31>> Right. So depending on so most people

31:36have one of the things strongers best

31:38companies who are able to scale to 100

31:40million plus are people who have all

31:42three. Alex Hermos is a great

31:44example of this. His offer is no-brainer

31:47always, right? His value stack. If you

31:50ever go to a master class of Alex

31:51Hermozi, he will tell you this is what

31:53is cost. This is what is the cost. This

31:54is what is the cost. This is what is the

31:56cost. And how much you would have to pay

31:58is this. But I'm going to give you this,

31:59this, this, this, this, this,

32:02and going to be this much. So, it

32:04becomes like a no-brainer. But

32:06it's he can't just get on a masterass

32:09and start doing this. He's been creating

32:11this offer for a very long time. He's

32:13been building presence for a very long

32:14time. Even after building presence and

32:16offer, he still needs to run ads. When

32:18he launched [clears throat] $100

32:19million, he still had to run ads. He

32:21still had to do affiliate, he still had

32:23to do all of those things. So, his

32:24distribution is insanely strong, paid,

32:27unpaid. This is where a great

32:29distribution, it doesn't matter who you

32:31are, you need to master ads, you need to

32:34do brand building activities, you need

32:36to do organic presence building

32:38activities. These three if it becomes

32:40strong your sales people will have a

32:42easier time. So basically what ends up

32:44happening is you've created a brand

32:45you've created organic presence you have

32:46lead flow. Now the whole thing is now a

32:49lead has entered in multiple ways either

32:53through your IG DM your u form on your

32:59website and email. So this is a mix of

33:02organic and paid.

33:04>> Now I have a question for you Sadi. When

33:06leads come in through IG, through a form

33:08or through an email, they're all

33:10different different sources, right? For

33:11us, it's also LinkedIn, it's also

33:13Twitter, sometimes it's also my personal

33:15DM sometimes. Now, what we usually do is

33:18we try to direct them towards a CRM and

33:21we do that by asking them to fill a form

33:22and that's where a lot of lead leaks.

33:25>> So, how do you think I can keep track of

33:27all the leads from all my streams?

33:30>> People are lazy, bro. They don't want to

33:32fill out forms. It might be he might

33:34have 50 lakhs.

33:39He doesn't want to do it.

33:41>> So you fill it for him. No. How? How?

33:44Get on a call. Keep your form up and

33:46fill it.

33:48>> It's not an either or situation. It's a

33:50and situation. You get on a call and

33:54fill out the CRM.

33:55>> But here there's another challenge.

33:57>> Let's say there is a company with

33:59massive distribution. Now a company with

34:01massive distribution will have high

34:03quality leads and lowquality leads

34:05>> especially when it comes to high ticket

34:06items. The quality of leads

34:10is bad on an average but great in the

34:12long run. For example, let's say this

34:14company gets 700 leads. Out of these 700

34:18leads, only 50 of them are great. Now 50

34:21high ticket leads per month is amazing.

34:24But 700 leads a month overall is very

34:27bad. Now, here's where I have a problem.

34:30If there is a sales team that needs to

34:33service all 700 leads and they have to

34:35be highquality people, that's very

34:38inefficient.

34:38>> How many people do you think it takes to

34:40service 700 people?

34:42>> I'm assuming five people.

34:44>> So, break it down.

34:46[sighs]

34:47So, you want to have numbers, right? So

34:50700 people means

34:52700

34:54divided by 30 that is 23 leads per day.

35:00Assume you talk to all 23 which is

35:02highly impossible because not all of

35:04them will pick up the phone or respond.

35:06Assume 70% that's 16 people. Assume you

35:10give 10 minutes to 16 people. So into 10

35:14minutes that's 161 minutes how much is

35:18that?

35:192 and a half hours.

35:21>> That's all.

35:23>> And even if it's 30 minutes, it's only 8

35:25hours at best.

35:26>> No, two and a half. That's the first

35:27touch point to make sure that every

35:29person who gets on reaches out to you

35:31has a 5 minute conversation, not a sales

35:34call.

35:35>> Getting 5 minutes of your attention. It

35:38takes 2 hours.

35:40It's never that long. We overextend this

35:43in our heads because we're like 700

35:45leads. No, it is 16 people.

35:48>> That's amazing,

35:50>> right? So, you need to be able to bring

35:51it down to the narrow one because unless

35:54you do that, you're going to have this

35:55problem. But then when you quantify

35:57this, you realize that this is just 2

35:59hours. You realize your actual setter

36:01can probably take on three times this.

36:05>> Got it?

36:08>> And imagine their kill rate.

36:10I was training a car team where they

36:13were catering to between 11,000 to

36:1513,000 leads per month and it was a five

36:18people team that was talking to 11 to

36:2113,000. My job was to get them from 5%

36:23to a 12% conversion which was basically

36:26of the all the leads that came in 11,000

36:28to 13,000 people 5% of them were showing

36:30up to the showroom. I basically took to

36:3312% showing up to the showroom. Sales we

36:35didn't fix. We just fixed the first

36:37touch point.

36:38>> Wow. and it doubled their revenue.

36:41>> Amazing

36:41>> because you just increase the number of

36:42people that walks in. So you don't have

36:43to fix sale, you fix parts of the

36:45system, the rest of it. But the thing is

36:47you need to become aware. So I would

36:49always suggest before you hire some

36:51random salesperson, do the activity

36:54>> because you'll realize it's not really

36:56that hard. Sales is the easiest job in

36:58the world

37:00>> and the most rewarding

37:01>> and the most

37:03I have to cuss for this. the most

37:05rewarding of so much money. If

37:08here's a way I want you to look at it

37:09and from your business perspective, if

37:12your salespeople are not closing,

37:16ask yourself how much of it is your

37:18fault.

37:21Think about it instead of blaming the

37:23sales people.

37:23>> And if your sales people are closing

37:25very well, you got to ask how much of

37:26that is because of the sales people.

37:28>> Yes. And then when you do it, no, you

37:31can start tweaking it cuz then you know

37:32offer week distribution sayes

37:36people say offer market the offer we are

37:40bringing to the market that is not

37:42working so then you'll stop blaming the

37:43sales people and the marketing team and

37:45you'll actually sit and like what is an

37:46offer that I can create that people will

37:48actually want to buy because nobody no

37:49matter how famous you are is going to

37:50buy simply because

37:53>> they'll buy it once

37:55>> but to make it recurring as a business

37:57you know you have to keep

37:59delivering

38:00>> guys before we move on with the podcast

38:02I have something very special to share

38:03with If you're among the top 1% sales

38:05folks who are looking out for a job that

38:06pays more than 12 lakh rupees a year,

38:08please fill the form in the description

38:09because we might get back to you with

38:11something very very special. At the same

38:13time, if you're an enterprise looking

38:14out for the top 1% sales in the country,

38:17please fill the form in the description

38:18and we'll get back to you very very

38:20soon. Now, should we hop on call?

38:22>> So, let let's track back a one more

38:25thing before we kind of get into the

38:26call. Okay, a few things that you need

38:27to keep in mind. So, everything in sales

38:30over a period of time becomes stats. If

38:33you do sales for example for 6 months

38:35and you're able to actually track all of

38:37those things you are able to

38:38systematically understand what's your

38:40close rate what's your show up rate

38:41what's your lead rate what's your open

38:43rate stuff like that when you do this

38:45consistently as an activity for 6 months

38:48your next 12 months can be extrapolated

38:50based on that right so a couple of

38:52things when you when lead comes in I'm

38:54going to talk about is you need to

38:56become aware of a couple of things so

38:58one is how many leads

39:01and from where these are not people who

39:04you're speaking to. This is just

39:07inquiries. Okay? So, you're going to

39:09take your email, you're going to take

39:11your DMs, you're going to take your XYZ,

39:14whatever, whatever, whatever, and you're

39:17going to create a Excel, which basically

39:20you can use a CRM if you have enough of

39:22it. But the idea is you need to

39:24understand what your inquiry or lead

39:28number is. So for example, if you are

39:31getting

39:33um 200 inquiries, that's 200 leads for

39:37example. Now the question is of these

39:39200 leads, what ends up happening is

39:41most people concentrate on how many

39:42people are closing. There's a couple of

39:44things you need to do before it even

39:46comes to closing because this is leaks.

39:48So it's a funnel you're building and

39:50each point is a different leak that if

39:51you fix it'll automatically fix your

39:54revenue without you having to fix your

39:56salespeople, right? So from lead to your

39:59first touch

40:01point. Okay. So of the 200 people who

40:05are coming in and inquiring to work with

40:08you, how many of them are actually

40:10getting on to a meeting?

40:13So first touch point is how many people

40:15are you actually end uh how much how

40:17many people are do you end up actually

40:19talking to? So out of 200 people you are

40:22probably talking to say for you in a 70%

40:27of 200 is how much? Let's take let's

40:29take numbers for example 50%. Which is

40:32100

40:32>> 100 people for example 100 people are

40:35people who you end up getting on a call

40:37with. This is the job of this call is to

40:40do discovery

40:42and band budget authority need timeline.

40:45This is to do qualification

40:47disqualification. This is not to do

40:49sales call. This should happen in sub 5

40:51minutes. From the time somebody's put an

40:53inquiry to the first call going out

40:56should happen within 5 minutes.

40:58This is a gamecher that most people

41:01overlook very very very like if they

41:04just do this just get in get on a call

41:06with somebody who who reached out to you

41:08in the first 5 minutes your revenue will

41:10skyrocket. The reason why is because

41:12when somebody inquiry when somebody has

41:15an in sends an inquiry this is where

41:17their highest probability of sale

41:19happens. Now imagine I'm excited. I'm

41:22like I saw something that you you

41:24said and I'm like I want to put a

41:25placement on think school. Now imagine

41:27you get in touch with them 2 weeks later

41:30[snorts] they have died down the

41:32excitement. Imagine you get in touch

41:33with them one week later. They have 100

41:35things have happened they have done.

41:37Imagine they got excited. They're like

41:39dude this is so insane. I saw it. They

41:41inquired and 5 minutes later you spoke

41:43to them. In that excitement the flow

41:45goes your probability of closing becomes

41:48higher. That's why it's important to

41:50make sure that within 5 minutes you get

41:52on a call with them. This to a meeting.

41:55Now the question is of the 200 people

41:57100 people are getting on a call. Of

41:59those 100 people you qualify disqualify

42:01assume 50%

42:03that is 50 people end up on a meeting.

42:07Okay. Of these 50 people that are coming

42:10up on a meeting, how many of them are

42:12closing? Say 20% of 10% are closing,

42:15which is your five closing. Now to fix

42:21your sale, you can simply increase this

42:24200 from 100 to 150. Automatically, this

42:27number increases without your sales call

42:29doing anything else. You can increase

42:31from 100 to 50 and this number will

42:33increase. So you see, you don't really

42:34have to have to just fix your sales. You

42:36can just fix the funnel and your revenue

42:38will reflect automatically.

42:41Right? And when you start tracking this

42:43at different different points and you

42:45notice that from 200 or 100 people used

42:48to come but now 50 people are coming

42:51that means there's a leak here

42:52somewhere. What did you do in the system

42:54or what has changed?

42:57That way you can fix that. Instead of

42:58saying sales look uh sales people are

43:01up you need to find where is it

43:04leaking. It's very important to identify

43:06these things. So number of leads that

43:08are coming in, what is the pickup rate?

43:11So that means if somebody's filling out

43:12a form, for example, when you call them,

43:14what is the pickup rate? What is the

43:16show up rate? That means from the people

43:18who are booking the meetings, how many

43:19of them are showing up? Of the people

43:21showing up, how many of them are

43:23qualified? How many of them are

43:24unqualified? So you'll be able to

43:26decipher of the people who are qualified

43:28how many of them are actually closing

43:30how many of them are clo uh how many of

43:32them are closing immediately how many of

43:34them are closing 3 months from now when

43:35you start understanding you can go

43:37deeper deeper deeper and the more deeper

43:38you can go the more you can keep fixing

43:41those funnels initially this is more

43:42than enough for you to kind of start out

43:43with the moment you understand this you

43:46will actually get an idea whether it's

43:48actually a offer issue it is a

43:51distribution issue it's an activity

43:53issue is it uh the person who is having

43:56this call issue or the person who is

43:58having this call issue then you'll know

44:00the reality of why this is working or

44:02not working. So this is up until what

44:05you need to take care of before the

44:08closing call happens. Now comes okay now

44:11somebody got in touch with them they got

44:13them on a meeting. Now we are getting to

44:16what happens on the meeting. The reason

44:17why I'm not going into first touch point

44:18is it's pretty much the same as the cold

44:21calling part one that we do. If you

44:23follow the same format, you're pretty

44:24much good with the first touch point.

44:27Okay? Because the same format really

44:29basically works. Now you've booked them

44:31into a meeting. Once you've booked them

44:32into a meeting, this is entirely a sales

44:36call.

44:38We're going to break up the sales call.

44:40What is happening? Why it's happening?

44:41And why each one of these components

44:43serve different purposes. The first

44:45thing that happens is a RAPO. Okay, this

44:47is 2 minutes long. Rapo is extremely

44:49important because if you don't do RAPO

44:51right, you're not setting the tone for

44:53the rest of the conversation. When you

44:55do RAPO wrong or are very blunt or very

44:58chaotic, when you end up asking

45:00questions which will give you

45:01information, there's a wall in front of

45:03them.

45:05So within the first 30 seconds, they've

45:07already judged you. If you're being a in

45:10the first 30 seconds, which some sales

45:11people end up becoming,

45:14imagine you need to now do discovery

45:16with them, asking them what their pain

45:17is. They're not going to tell

45:19you what their pain is cuz you were

45:21being a to them or you didn't do it

45:23properly or your rapper did not give

45:25them a feeling of I can actually have a

45:28conversation with this person. You get

45:30what I'm saying? This is where the

45:32premise of RAPO comes. You need to segue

45:35from RAPO

45:37to what we tell context.

45:39Context is what this call is about. So

45:42for example, let's do a quick role play,

45:44right? Get on a call. I'm like, "Hey,

45:46hey, what's up? What's going on?

45:48>> Hi, Sad."

45:49>> Okay. You're very ser I love that you're

45:50so serious. Okay. Awesome. We're just

45:53going How's your day going, by the way?

45:55>> It's going good.

45:56>> It's going good. You seem a little

45:57stressed. Everything okay?

45:58>> Everything's okay.

45:59>> Everything's okay. Awesome. Listen,

46:01before we kind of jump into everything

46:02else, I need to understand if I can help

46:05you or not. And if I can help you, I can

46:07give you what our services are. But the

46:09main thing we are trying to figure out

46:11is what is it that you're looking for?

46:14Where are you coming from? What is it

46:16that you're trying to achieve? Because

46:17if it aligns, then we can have an

46:19amazing time. Does it sound fair?

46:21>> Yeah.

46:21>> Okay. In order for me to understand

46:23those things, I need to ask you a few

46:24questions. These questions help me get

46:26better context about our situation

46:28whether we can actually help you or not.

46:29>> If we can, we can go in this direction.

46:32If we can't, the best thing I can do for

46:34you is connect you with somebody else

46:35who can actually help you.

46:36>> Sure.

46:37>> The reason why we give this this a lot

46:39of people don't give context. They start

46:41asking questions. The prospect doesn't

46:43know why he's answering that question.

46:44>> That seems intrusive.

46:46>> Yes. But when I give context as to why

46:48I'm asking questions, the context is in

46:50order for me to find out if I can

46:51actually help you or not,

46:54I can't give you my service. So in order

46:56for me to find that out, I need to ask

46:58you a few questions. Can I ask you those

46:59questions? So I take their permission,

47:02right? Once I take their permission, I

47:03start asking questions. Now this is

47:05something that I've kind of built

47:06myself, which is there are a bunch of

47:08people who kind of do it in their own

47:10way. But the idea is you need to now go

47:12into deep discovery. This is where most

47:16sales people forget. Deep discovery has

47:19two objective. Qualify to pitch or

47:23disqualify.

47:25If they disqualify, we don't pitch the

47:27product or the price ever. The goal is

47:30to first find out whether these are the

47:33people who can actually be your

47:35customer.

47:36>> Okay. Now,

47:38deep discovery, I call it the gates of

47:40hell, has three gates of hell. Okay.

47:44Your job is to walk. You are the

47:46guardian. You have now died. You have to

47:49pass through these gates. You are not

47:51standing against the gate. You're

47:53guiding the prospect by asking

47:54questions. They can pass through the

47:56gate. For example, each one of them is a

47:59qualifying point.

48:00>> Are these the three gates of hell?

48:01>> Yeah, this is the gate three gates of

48:02hell. Okay. So, the first thing the

48:04qualifying point is if we both are

48:08having clarity

48:10here, I can let you pass. If I don't get

48:12clarity here, I can't let you pass.

48:14>> For example,

48:15>> now I'm getting to it. So the first

48:17thing is need.

48:19>> So they need to qualify the need gate.

48:22That means what are you specifically

48:24looking for? Now most people will take

48:27surface answer and walk away with it. So

48:30for example, if I talk to a client be

48:31like, oh, what are you looking for? Oh,

48:33I'm looking for social media. Oh, that's

48:34amazing. I do social media. No, social

48:37media means 300 different things for 300

48:40different people. That's amazing. You're

48:41looking for social media. What

48:43specifically in social media are you

48:44looking for? Oh, we are looking for uh

48:47we're looking to go viral. That's

48:49amazing. Do you have any specific method

48:52you would like to go viral on? Though we

48:55we want to make viral videos. Okay,

48:57that's awesome. Okay, so just before we

49:00go, have you tried this before? Did it

49:03work out? No, I went to another agency.

49:05It didn't work out. They burnt my money.

49:07When you say they didn't work out, what

49:09do you mean by that?

49:12Oh, they, you know, they made 10 videos,

49:14it didn't work. I'm like, oh, that's

49:16interesting. How much did you spend with

49:18them?

49:20And they're like, no, I spent like 2,000

49:22dirhams and now I know the problem is

49:24this guy is not spending. So, unless you

49:27ask enough questions, you'll never know.

49:30Because a lot of times what happens is a

49:31client comes to like, I need leads. And

49:34I'm like, yeah, great. That's awesome.

49:35Right? And you're like, my other agency

49:38me. So uh you can you help me get

49:41leads? Now the question becomes

49:44what does leads mean for him? How much

49:48leads are enough leads?

49:50Is uh did the other agency up or

49:53did this guy not allow them to succeed?

49:55What do most sales people do? Yeah, bro.

49:57Those people are the problem. But the

50:00thing is this guy, if he was problematic

50:03there, he's going to continue to be

50:04problematic here unless I do two things.

50:07I either align him, educate him or

50:10disqualify him.

50:11>> If there is no clarity.

50:13>> Yes.

50:14>> Okay.

50:14>> If we are not on the same page, I will

50:16try to realign him. There's no going

50:18through the gate unless we are

50:20absolutely sure that the need that

50:22you're specifically looking for is a

50:24service I provide.

50:25>> At the price at which you provide,

50:26>> price is secondary.

50:28>> Okay. So, in the first kit of hell, the

50:31purpose is to establish need,

50:33>> specific need

50:34>> and price sensitivity.

50:35>> No, no, no. just need.

50:37>> Okay. But then when you asked a question

50:38on how much did they spend with the

50:39previous agency?

50:40>> That is just for me to gauge what their

50:42understanding of need is.

50:43>> Shouldn't we always gauge that?

50:44>> We do it later. He has not come to gate

50:46three yet.

50:46>> Got it. So the first gate of hell is

50:48clarity and clarity only and that two

50:49about need.

50:50>> What is the specific need? What is the

50:52specific outcome? What have what are

50:54they trying to achieve with us is what

50:57they believe like for example somebody

50:58will come to me like can you make me go

51:00viral? Amazing. Like okay that's going

51:01to give me leads. Oh

51:04hold up buddy. Virality doesn't

51:06translate to leads.

51:09That's a whole different conversation.

51:11So need is aligned, outcome is not

51:13aligned. Now I have to realign

51:14him. Cuz if I move him past,

51:17he will be a pain.

51:20So either I have to align him or I have

51:23to educate him or I have to disqualify

51:24him. If he's like really unable to get

51:27my point, there's no conversation about

51:29budget.

51:31Budget is later. Can I actually help

51:33you? Do you understand what I'm going to

51:35try to do for you? If those two things

51:38are not aligned, what who m what

51:40matters? What's the timeline? What's the

51:42budget? What's anything? And people

51:44brush over need like it's nobody's

51:46business. You need to ask at least

51:50>> three layers

51:52of why do you believe

51:58that?

52:00When you say why do you believe that

52:01does that mean why do you believe you

52:03need the service?

52:04>> Why do you Yeah. Like when they when I

52:07ask them uh for example why like if I'm

52:10like okay I need viral content. Oh why

52:12why do you need you believe viral

52:13content?

52:15Oh because that is going to make me

52:18famous. Why why I just want to

52:19understand because I want to make sure

52:20we get through. Is there any specific

52:23reason you want to become famous?

52:25>> To make more money.

52:27>> Amazing. I love that. Do you have do you

52:29know what that more money looks like?

52:32>> Maybe another 50 crores.

52:33>> You need another Where are you at right

52:35now?

52:36>> Zero.

52:37>> Zero. Okay. And how long do you need to

52:39take? How long are you hoping to work

52:41with us to get to that 50 crores from

52:43zero?

52:43>> 3 years.

52:44>> 3 years. Amazing. Do you have any

52:47specific time? Okay. So this is by the

52:49way 3 years. Okay. How much now he has

52:52and you are sure that you want to do

52:53organic content?

52:54>> Yes.

52:55>> Okay. Amazing. So this is aligned.

52:57>> Aligned. Yeah, this is a line.

52:58>> Okay, but isn't this too wild?

53:00>> 50 crores in 3 years.

53:01>> Yeah,

53:02>> for a person who is at zero.

53:04>> No, I started this 2 years ago and I My

53:07whole thing is I only sell a system that

53:09I can do myself. Whatever I'm talking

53:11about.

53:12>> So if you let's say couldn't deliver on

53:13this. Let's say I say 5,000 crores,

53:16>> then you would have to then you would

53:17have to

53:17>> No, but then I still wouldn't say no to

53:19him. I would ask why do you think you

53:20can get to 5,000 crores? Because there's

53:22something I'm missing.

53:23>> Ah, got it.

53:25>> I'm

53:26>> so Nothing is wild. Nothing is wild

53:29because that guy might have a factory

53:31that he must have built that can make

53:335,000 crores. He just never started

53:35selling it. I don't know.

53:37>> So we call it curiosity. You

53:39have to be so dumb about everything you

53:42have to just keep asking why.

53:44>> Until you are sure to a doubt without an

53:48ounce of question that what he's talking

53:50about and what we do can be aligned.

53:53If that doesn't happen you don't pass

53:54through. Understood?

53:56>> So there's nothing called absurd. We we

53:58just don't have context. We need to get

54:00context. So you'll keep asking questions

54:02till I have context. I'll bother you

54:03till I have context. I'll ask you 100.

54:05That's why I said before I start, I'm

54:07going to ask you questions. I need to

54:09know and if it starts getting irritated,

54:10I'll be like listen to it. You want me

54:12to help you or you want me to randomly

54:14give you something that's not going to

54:15work for you? Help you, right? How can I

54:17help you without knowing what your

54:18situation is?

54:19>> Interesting.

54:20>> So I will tell him like how how do you

54:23want me to do this?

54:25Like somebody's like, "Oh, you can do

54:26this in 20 minutes." Like, no.

54:30So, it's all either aligned and if they

54:32are not aligned, no, immediately

54:34disqualify. I don't think we are a right

54:36fit for you right now. Um, these are the

54:40reasons why I would love to hop on a

54:42call with you. If something changes

54:44within the context you have given me any

54:45other time, uh I will call you a few

54:48months later if that's okay just to

54:49check in on you because I know for a

54:51fact because he's in align irrelevant of

54:53him going in the market, he's going to

54:54it up. He's going to burn his hand

54:57because some sales guy is going to tell

54:58yes I will do it. And then when he burns

55:01his hand and I call him 6 months later

55:03and he's burnt his hand because he's

55:04wasn't ever aligned and whoever bought

55:06it from him never aligned him. Now he

55:08will actually listen to me.

55:12So I'm okay disqualifying.

55:14>> Got it. Okay. So now that they have

55:16passed the need gate, second is decision

55:20making and timeline gate.

55:22So first question is

55:25are you the only person who makes

55:26decisions for this?

55:28>> No.

55:29>> Or do you have no I mean are you is

55:31who's the other person who generally

55:33makes these decisions for

55:34>> it's my manager.

55:35>> Are you open to getting her on a call

55:37right now?

55:37>> No.

55:38>> She doesn't have time.

55:39>> She doesn't. When do you think she would

55:41have time?

55:42>> She won't have time.

55:43>> Can I say something?

55:44>> Yeah.

55:44>> Can I be honest?

55:45>> So, generally what ends up happening is

55:47whenever something

55:49>> because this affects your business,

55:50right? And it's something that your

55:52manager I'm assuming is going to get

55:53affected by it if this works or doesn't

55:54work.

55:56Even if you are completely convinced,

55:59unless you are able to translate

56:01everything to her, which I have been

56:03learning how to do over the last four

56:05years that you're going to pick up in

56:06the next 30 minutes, she's probably

56:09going to lose context and why you would

56:11want to move forward.

56:11>> No, but I think I can do it

56:13>> completely. Okay. I'm very aligned with

56:16you. Can we do one thing easier because

56:18I because your need is aligned. It looks

56:20like it works. I'll walk you through the

56:22service. If it makes sense, would you be

56:25open to bringing her on call?

56:26>> She's just too busy.

56:32>> Can I ask you a question?

56:35Assuming you hear everything that makes

56:38sense, would you be able to make that

56:40decision without her?

56:41>> No.

56:43>> So, you wouldn't be able to make a

56:44decision without her?

56:45>> And I can't bring her on call.

56:47>> You can't bring her on call.

56:50How does the decision-m process look

56:52like? I take the proposal to her. I

56:55explain it to her. If she says yes, we

56:58go ahead. If she says no,

57:00>> and what other things do you think she

57:02is probably looking for?

57:04>> Everything that I just told you, all my

57:06needs.

57:07>> Okay, no problem. So then we'll move

57:08forward. So in B2B, I will still allow

57:11because you still need champions. If

57:12it's somebody who is like, oh my

57:14business partner and some, I'm like,

57:16listen, dude, I can't I can't move

57:17forward. So So depending on,

57:19>> can you reject me? Yeah, listen, I I

57:22would love to help you, but given the

57:24way we operate, we want to make sure

57:26that everybody who is on the other side

57:28is aligned. And the reason why we want

57:30this to happen is if they're not

57:32aligned, we know you're going to come in

57:34and kill it. But if they don't know why

57:37we are doing it, it almost becomes an

57:39upward battle. So even if you do end up

57:41giving us money and we start doing the

57:43service, it becomes too frictional. So

57:45let's do one thing. If your manager

57:47can't hop on a call, I completely

57:48understand. Can we take a pause? I don't

57:50It doesn't matter if it's a month from

57:52now. Let's hop on a call then. Does that

57:54sound okay?

57:56So, it's very

57:57>> Yeah. But I would really appreciate if

57:59the pitch is given to me because I would

58:01like to take it to the manager. So,

58:02let's say they act as a gatekeeper over

58:03here.

58:04>> No, I love it and I'm I'm completely in

58:06agreement with you. But the point is I

58:09can give you a pitch. I'll send you a a

58:11proposal, but that proposal unless you

58:13get context, it's almost impossible. And

58:16but more than just pitching it to her, I

58:18need to know whether she's the right fit

58:20for us as well because it's a two-way

58:23thing, right? We're trying to build

58:24something together. Assume me and you

58:26get along, but she's not aligned with

58:28us. She doesn't have time for this call

58:30and we are supposed to be making content

58:32where we need her make her decision.

58:33>> But sir, then I think I'll just go to

58:35somebody else. I

58:36>> I'm with you. I completely understand.

58:37>> Now, do you let her go?

58:39>> Yeah. Yeah.

58:39>> Okay. Why? So

58:40>> I tell her, "Here's another 10 agency's

58:42numbers. Please take it." Because she's

58:44problematic.

58:46Bad client.

58:46>> Bad client. My rule is simple. I'm not

58:48trying to close anyone. Like I wouldn't

58:50even stretch it this far. Can I be

58:51honest how I would do it?

58:52>> Yeah.

58:52>> I would just be like, "Oh, you can't get

58:54your manager on call." Okay. Listen,

58:55man. There's only two ways we can move

58:57forward. One is we are either all

59:00aligned or we are not aligned. If we are

59:02not all aligned, tomorrow we are going

59:03to have problems. Can you align her or

59:06not? Because if she doesn't get on a

59:07call, I can't move forward.

59:10So, I have moods. depending on which

59:13mood I am in. If I wake up a little more

59:15pissy, I'll be a little pissy about it.

59:17>> Okay, let's decision make. So,

59:19>> so one gate two is who is the decision

59:22maker? If it's a So, here you have B2B

59:25and B2C. B2C if they are not getting the

59:28decision maker on a call, you tell them

59:31off.

59:33B2B, it's almost impossible to get those

59:36decision makers on call unless it's

59:38aligned. So here you need to make this

59:40person a champion.

59:42So you need to go from this to we are

59:45both aligned and they want to do it.

59:47>> Beautiful.

59:48>> So we call it champion creation. So here

59:51what you want to know is hey I love

59:54that. No problem. They don't have to hop

59:55on a call right now. Can you walk me

59:57through how decision-m process looks

59:59like for your organization? This is very

1:00:01important for two reasons. Number one,

1:00:03when you're following up, you should

1:00:05know what that process looks like for

1:00:06them. Because if the process is two

1:00:08months and you're following up every

1:00:10day, you've irked them now. So something

1:00:12that could have worked out is not going

1:00:13to work out because you're not aware of

1:00:15what their process look.

1:00:16>> But let's say they give you vague

1:00:17answers like, "Okay, we'll just send

1:00:18this to the team and the marketing team

1:00:20will decide.

1:00:21>> Can I hop on a call with the marketing

1:00:23team?

1:00:25I I'm I'm ready. I'm here. Who do you

1:00:27want me to talk to?"

1:00:28>> So the goal is to get to the decision

1:00:29maker.

1:00:30>> Get to the decision maker. But if if you

1:00:32make this person a true champion, the

1:00:34champion will take you. You'll have

1:00:35noticed this if you've ever done if you

1:00:36have done this long enough.

1:00:38>> Every organization who comes to you has

1:00:39a champion who is a lover of Ganesh.

1:00:41>> Yeah.

1:00:42>> That champion will drive you to the

1:00:44decision maker.

1:00:45>> Now really depends on which stage that

1:00:47company's at. Now for example, if I tell

1:00:50I want to talk to the CEO of a company

1:00:51that's doing 5,000 crores for social

1:00:52media, they're going to tell me

1:00:54off. Right? So the question is what is

1:00:57your decision-m process? Who are the

1:00:58people who make decisions? what are the

1:01:00criterias to make decisions on so that

1:01:02you can equip the champion and you can

1:01:05give more information based on the

1:01:07timelines and the processes that you

1:01:09have become aware of for the B2B.

1:01:12>> Understood?

1:01:12>> So longer process bigger payout. But if

1:01:15it's B2C small people team that's where

1:01:17you kind of be like listen to it do you

1:01:19want this to work or not? Do you want

1:01:21this for you? Like do you really want

1:01:22this for you? Cuz I can make it easy. I

1:01:23can sell you something. I can convince

1:01:24you to buy. You'll pay the money. We're

1:01:26going to have friction later. or do you

1:01:28want to actually do this in a way where

1:01:29it actually works for you guys?

1:01:30>> Got it.

1:01:31>> Yeah. Okay. In order for that, I need to

1:01:33make sure that your entire team is

1:01:34aligned.

1:01:35>> So, when are you available to bring your

1:01:38co-founder on?

1:01:40>> I have told people who get on a car. So,

1:01:42one of the things that people do, sales

1:01:44people do, so they'll come on a call,

1:01:45sales call with uh in their cars in the

1:01:48middle of some random thing they're

1:01:49doing. I'm like, I'm not taking this

1:01:51call.

1:01:51>> Oh, how do you politely say that?

1:01:53>> I'm like, oh, dude, it seems like you're

1:01:55very busy. Uh,

1:01:57is are you okay to take a call right

1:01:58now?

1:01:59>> But let's say they say, "I'm so sorry.

1:02:00I've just come out."

1:02:01>> I'm completely understand. Can I tell

1:02:03you something? The weird thing about my

1:02:05sales calls is I need to share my screen

1:02:06so that I can show you stuff when you're

1:02:09driving. Almost impossible for me to do

1:02:11that.

1:02:11>> But that's okay. I'll manage.

1:02:13>> But I'll never be able to actually walk

1:02:15you through what it requires because

1:02:16that's what I need in order for me to be

1:02:18able to help you. Let's do one thing.

1:02:20Don't worry about the timing. When are

1:02:22you going to get back into the office?

1:02:23I'm assuming you're going to be busy,

1:02:24right?

1:02:24>> Sad. Actually, I'll be going abroad, so

1:02:26it'll take me a month to get back.

1:02:27>> Then I think we should we'll have this

1:02:29conversation a month later.

1:02:30>> Oh, okay.

1:02:31>> Can you tell me why? Because this guy is

1:02:33not if he's going to go a month abroad,

1:02:35he's not making that decision anyway.

1:02:37>> Oh,

1:02:37>> so why would I want to have a sales call

1:02:39right now? I would rather him come back

1:02:41and then have a call with him then when

1:02:43he has the capacity to make a decision.

1:02:45>> Perfect. Understood.

1:02:46>> If it's not, that means it's not really

1:02:48important for them anyway to begin. So

1:02:51you have to become conscious of that. So

1:02:53you find out decision maker, decision

1:02:55making process and timeline.

1:02:58>> When are timeline,

1:02:59>> when are you looking to make a decision?

1:03:01>> This is very important because once you

1:03:03understand when are you looking to make

1:03:04a decision, you have to categorize them

1:03:06into two different categories. Somebody

1:03:08who is looking to make a decision now

1:03:10becomes a hot lead. This is somebody who

1:03:12you should put pressure on. But somebody

1:03:14who's looking to make a decision 3

1:03:16months from now and you have to ask them

1:03:18why 3 months and like align them and you

1:03:20try to like objection handle it. But if

1:03:23they have true like reason to start from

1:03:253 months from now and you start putting

1:03:27pressure on them they are called nurture

1:03:28leads. These are people you have to

1:03:30nurture not put pressure. What ends up

1:03:32happening is we don't know who we are

1:03:33supposed to put pressure on who we are

1:03:34nurturing. So we find out timelines so

1:03:37we know when we are doing follow-ups

1:03:39when we are talking to them. Should we

1:03:41tell them listen buddy you need to take

1:03:43action or how's your day going? How's

1:03:45your dog? Is everything good? By the way

1:03:47this crazy thing happened for our

1:03:48client. We're so excited. Let's talk 3

1:03:50months later. So it's a different

1:03:52experience. Now for the person person

1:03:54who has to make a decision now if you

1:03:56treat him as a nurtured lead you're not

1:03:58putting pressure enough for him to

1:03:59close. But for a person who needs to buy

1:04:023 months from now you start calling him

1:04:04every third day. Why are you not buying?

1:04:06Why that guy who would have probably

1:04:07bought is not going to buy because it's

1:04:08bothered him now. So timeline is very

1:04:11important to understand where to put

1:04:13pressure when not to put pressure.

1:04:15>> What qualifies as a hot and what

1:04:17qualifies as a cold lead. What is anyone

1:04:19looking to make a decision now? Now as

1:04:21in within the first week. Anything

1:04:24beyond that with a justifiable reason.

1:04:27This is the caveat is they can't just

1:04:30sell 3 months from now. Why 3 months

1:04:33from now also have to be justified. If

1:04:34that is you need to realign

1:04:36that.

1:04:36>> For example, let's say they say we are

1:04:38planning now for the next quarter. Then

1:04:40that's a justified decision.

1:04:41>> B2B is justified. B2B B2B makes

1:04:44quarterly decision. But if just a random

1:04:46guy is like, "Oh, because life is hard

1:04:48right now, I'm very busy." That is not

1:04:50justifiable because he's going to be

1:04:51busy 3 months from now also. That's

1:04:54where you have to realign them cuz

1:04:55that's when you have to be like,

1:04:56"Listen, can I ask you something? You're

1:04:57busy right now. Your business is going

1:04:59up. Correct. What's going to change in 3

1:05:02months that's going to make you stop

1:05:03being busy?

1:05:06How long have you been thinking about

1:05:07doing this and procrastinating?

1:05:10Are you actually wanting to make a

1:05:12decision? cuz I can call you back in 3

1:05:14months and we can figure this out. But

1:05:16correct me if I'm wrong. You've been

1:05:17thinking about doing this for a while,

1:05:18right?

1:05:19>> Yeah.

1:05:19>> Okay. Now, I can let you go and call you

1:05:21back in 3 months where you're still

1:05:22going to be busy or do we try to figure

1:05:24out if we can actually move forward and

1:05:26make this work in a time where you are

1:05:27busy so you can do it forever.

1:05:29>> That's pretty clear,

1:05:30>> right? So, where do you push? Who do you

1:05:33push? When do you say why? So, as long

1:05:35as you're aligned on that context,

1:05:37you're good to go. So aligned on

1:05:39timeline decision-m decision-m process

1:05:41they pass to gate two. If they're not

1:05:44you realign them or educate them or

1:05:47disqualify them.

1:05:49>> Got it?

1:05:49>> Okay. Now decision maker is not going to

1:05:51come on a call disqualify

1:05:54or realign

1:05:57but they're not moving forward unless

1:05:58this one of these two things happen.

1:06:00>> Perfect.

1:06:00>> Huh? So you pass this gate. You then go

1:06:03to the third gate. This is where most

1:06:05sales people out. And I'm going to

1:06:06say out because I want this to

1:06:08hurt for

1:06:09>> okay

1:06:09>> cuz they're going to hate that I said

1:06:11this. Okay. Budget.

1:06:15How much are you looking to spend?

1:06:18>> Like you tell me how much are you

1:06:20looking to spend. No, you tell me how

1:06:21much are you looking to spend. This is a

1:06:23dance that anyone in sales basically

1:06:24has. Look at her smiling.

1:06:26>> This basically [laughter] means don't

1:06:27say the price first.

1:06:29>> So the thing is whoever says the price

1:06:30first creates an anchor.

1:06:33Whatever is the anchor, it you have to

1:06:35navigate between the anchor. The reason

1:06:36why we don't say price I have I have

1:06:38actually no problem telling the price.

1:06:40But this is I because a lot of people

1:06:42are listening to this. I want to keep it

1:06:43a little bit more general because of my

1:06:45because of the demand and supply

1:06:47situation for me. My like but I

1:06:50don't say it first. I ask what are you

1:06:52looking to spend? Ask me I don't know.

1:06:55>> I don't know

1:06:55>> what is your budget. Say I don't know

1:06:57what's your budget. Like what are you

1:06:58looking to spend?

1:06:58>> Um I don't know. You tell me. I mean in

1:07:01order for me to be able to figure out

1:07:02whether we can actually help you or not

1:07:04we have a ranges of services that can be

1:07:06between two lakhs to say 15 lakhs. In

1:07:11order for me to understand which one of

1:07:12them to give it to you I need to know

1:07:14which one of the brackets do you come

1:07:15under. So what's the budget you're

1:07:16looking to spend say I don't know again

1:07:19you would tell

1:07:20>> I don't know you'll have to tell me.

1:07:21>> So can is it okay if I make a proposal

1:07:23for like 20 lakhs for you? So I'll say

1:07:26something absurd about it. No, I'll say

1:07:28something absurd for this. It should

1:07:30never be that.

1:07:31>> Okay.

1:07:32>> They'll be like, "No, no, no, no." I'm

1:07:33like, "Then what's the budget?"

1:07:34>> Oh, so that's the anchor. So over them.

1:07:36>> So I over if if they're not align

1:07:38aligning on the budget, like if I would

1:07:39say, "Oh, you want to get on Ganesha's

1:07:41podcast?" Awesome. It's 5 crores. You

1:07:44tell me the budget. Five crores.

1:07:46>> I can take four also guys. [laughter]

1:07:49>> Right. The idea is for them that number

1:07:52becomes so overwhelming that they will

1:07:54tell you what their budget is. No, it's

1:07:57around this. So why I'm like yes,

1:07:58awesome. So the reason why we ask for a

1:08:00budget is because see, don't worry, my

1:08:01price is not going to change based on

1:08:02what you tell me

1:08:04because I want to make sure we are

1:08:06aligned. Now if the budget is too low, I

1:08:09want to ask them one of two questions.

1:08:12Is this low because you don't have

1:08:14access to capital? Are you broke? Or is

1:08:17this low because you don't want to

1:08:19allocate this capital to this particular

1:08:21thing? If they don't have access to

1:08:24capital, they are disqualified.

1:08:27If it's allocation, that means I just

1:08:29need to show them value. Which then I

1:08:31will ask them a question. If everything

1:08:33goes well and if it makes sense and what

1:08:35we are able to provide makes sense, this

1:08:37is the price. Is this something you'd be

1:08:40open to investing if it makes sense to

1:08:42you?

1:08:43Cuz if it doesn't make sense, why am I

1:08:45pitching it to you anyway?

1:08:46>> So if allocation is the problem, then

1:08:48nurture.

1:08:49>> No, then we can go into pitch. Otherwise

1:08:51disqualify

1:08:54>> if they say no even after you explain I

1:08:56can't spend this let's disqualify

1:08:59>> or why are you looking to spend this

1:09:01much why do you think because the whole

1:09:02idea is now we have passed them through

1:09:05a qualification metric once they go

1:09:08through this in this this is by the way

1:09:10a significant chunk of time where you

1:09:12have to go deeper deeper deeper you have

1:09:13to ask three levels of why at every

1:09:15level you have to realign at every level

1:09:17you need to educate at every level

1:09:19because but this I'll tell you is the

1:09:21most powerful ammunition for sales

1:09:23people cuz what ends up happening for

1:09:26example somebody says I won't let

1:09:28somebody pass unless they say they're

1:09:30ready to make a decision for example

1:09:32today and they come to me in the end be

1:09:34like okay I need a few more days I said

1:09:37did you lie to me then or are you lying

1:09:38to me right now

1:09:39>> oh do you just ask that

1:09:40>> but it's me don't ask that you don't ask

1:09:43that but like I I can because I'm

1:09:44>> teach me how to ask that politely

1:09:46>> be like hey I'm a little confused cuz

1:09:48you know when I asked you what your

1:09:50timeline looks Like you said, you're

1:09:51looking to make a decision right now.

1:09:53What changed between then and now? So

1:09:55that's a nicer way of saying

1:09:57>> are you lying to me?

1:09:58>> Are you lying to me? Right? So you want

1:10:00to ask them what changed? Either you

1:10:02lied there or you lied here. Which one

1:10:04is it? If so, which why?

1:10:07So this gates is basically ammunition

1:10:10for objection handling.

1:10:12Oh, it's too expensive. But you told me

1:10:16if the value aligned. So is the value

1:10:18not aligned? Are you not seeing the

1:10:19value? Because I told you if the value

1:10:22align the price is going to be this. Now

1:10:23you can't tell me too expensive cuz I

1:10:24would have disqualified you. Why are you

1:10:25wasting my time? This is so important in

1:10:28deep discovery because this becomes

1:10:30ammunition for

1:10:32objection handling. If you do this right

1:10:36at the end of the call, they are either

1:10:40buying or they say sorry

1:10:44cuz they shouldn't have passed.

1:10:47If you've passed means you have

1:10:50>> aligned then either you did not

1:10:52understand the value of what I'm giving

1:10:54which if a if the offer is unique enough

1:10:57should not be the case.

1:10:59>> Got it. So then you'll have to go to the

1:11:01foundations.

1:11:01>> Then we have to go back to the

1:11:02foundation.

1:11:03>> Beautiful.

1:11:04>> This is gates of hell. This is my

1:11:06favorite. So no prospect goes into

1:11:08pitching. You know how sales people like

1:11:10how do I get the best pitch? No. Get

1:11:11this right.

1:11:12>> Deep discouri which is a function of

1:11:13clarity, decision-m, timeline and

1:11:15budget.

1:11:16>> Yes. Okay. Now after this you are going

1:11:19into the pitch.

1:11:22Okay. Now the pitch is fun.

1:11:25>> Okay.

1:11:27>> So the pitch starts with can I ask you a

1:11:32question. The idea is you need to ask

1:11:34them. This is one of the ways you can do

1:11:35it. This is my method.

1:11:38There is a belief that they have. What

1:11:41is a question that will make me

1:11:43understand what their core beliefs is

1:11:45that my service breaks?

1:11:48Your belief was it takes time for

1:11:50content to work. I told you it's going

1:11:52to take 6 days. It should be a

1:11:54breakthrough moment.

1:11:56>> Unbelievable.

1:11:58>> So what is a belief breaking question is

1:12:02a question you ask to then get them open

1:12:05to the pitch.

1:12:07>> But for that we need to have a belief

1:12:08breaking answer also, right?

1:12:11Yeah,

1:12:12>> it has to be something so mind-blowing.

1:12:15>> Yeah, it has to be absurd. The thing is

1:12:17all of this works if your service is

1:12:19good. Like if your service is not good,

1:12:21I

1:12:23you can do this and it'll still work.

1:12:24You can pretend but like once they buy

1:12:28shit's going to hit the fan like

1:12:30whatever, right? So this is assuming you

1:12:33have a decent enough service to offer.

1:12:35Okay, so I have a belief breaking

1:12:37question. Okay. From a belief breaking

1:12:40question, I go to proof

1:12:43that is I showed you the videos. That's

1:12:45my testimonials, videos, proof, my value

1:12:48stack. I showed you what then I go into.

1:12:52So, we go belief

1:12:56breaking question proof. You can't break

1:12:59their belief and not show proof. If you

1:13:02don't have proof, you have nothing to

1:13:03break, right? And that proof has to back

1:13:06it up. After that you go into pitch.

1:13:10Pitch has two components. Okay.

1:13:12Component number one

1:13:15is um method. What we do this my hyper

1:13:19niche. I explain the hyperniche. Right.

1:13:22Then part two is process. This should

1:13:25cover what, why, where, when, how.

1:13:31All of that. These boards should cover

1:13:34the method and process.

1:13:36And at this point, if you have done this

1:13:38right, you have to shut up.

1:13:42>> Okay?

1:13:43>> Because when you shut up, they'll ask

1:13:44you how much.

1:13:46This is given the condition that in the

1:13:48starting you haven't anchored price.

1:13:51Sometimes when you ask for a budget, the

1:13:52budget is automatically aligned and then

1:13:53you move forward. You don't tell them

1:13:54your price. But you have already told

1:13:56them the price. You shut up and they ask

1:13:59you how do we move forward? They have to

1:14:01ask you what we call as buying

1:14:05questions.

1:14:06They ask they ask buying questions.

1:14:10Okay. If they are not asking buying

1:14:13questions and they are having objections

1:14:15that means you have not done deep

1:14:16discovery properly that means you have

1:14:18done not done the method page properly.

1:14:20Work on that because most of that should

1:14:23be unless he's a liar that means he's

1:14:26lied to you then you can catch him

1:14:29right. So then you go into there are

1:14:31times where you'll go into objection

1:14:33handling. Objection handling framework

1:14:34is very simple. I completely agree. Tell

1:14:37me why you believe that.

1:14:40Just get them to dig deeper to break

1:14:43whatever the surface answer they believe

1:14:45in. Okay. So price at price you have

1:14:51what you call as closing statement

1:14:54>> after buying question.

1:14:55>> After buying question. So what how how

1:14:57do we proceed further? Or if they don't

1:14:59ask, you can create a buying format. So

1:15:01this is where the closing happens. This

1:15:02is where you ask. Most sales people

1:15:04don't ask for the sales. So for one of

1:15:06the best ones that work really far,

1:15:08really, really, really good is that 1 to

1:15:1210 close. The 1 to 10 close is literally

1:15:16one being I want to 10 being I want to

1:15:19buy it right now, one being I absolutely

1:15:21hate it. Where are you? After the entire

1:15:23pitch,

1:15:23>> now it makes more sense, right? Do you

1:15:25remember we did 1 to 10? Yeah.

1:15:26>> So 10 being Take my money. One being I

1:15:29absolutely hate it. Where are you?

1:15:31Seven.

1:15:33Why not a one? Why do you

1:15:36>> I mean why not a 10?

1:15:38>> 10 is one second. Let me just write it

1:15:40so that it doesn't confuse.

1:15:41>> 10 mean I I want this right now.

1:15:42>> 10 I want now.

1:15:45>> One is I hate

1:15:46>> one I hate it. Where are you? And they

1:15:49say seven. You ask them why not one.

1:15:53>> Why don't you hate it?

1:15:54>> The cost is too high.

1:15:56>> No. No. Why do you not hate it?

1:15:58>> Why do you not hate it? Okay, then

1:15:59they'll give you the reasoning.

1:16:00>> You have to get them to repeat all the

1:16:02things they love about it.

1:16:03>> That's why you first ask why not one.

1:16:08>> Then you don't ask them why not 10. You

1:16:11ask them what would it need to be in

1:16:14order for it to be a 10.

1:16:15>> Then they'll tell you if this was there,

1:16:17it would have been a 10.

1:16:19or if the price was this or if this was

1:16:22the situation or if this particular

1:16:23tweak. If it's a small tweak, tweak it

1:16:25and take the money. If it is a massive

1:16:28tweak, go back, do the pitch, do the

1:16:32method, realign, come back. But most

1:16:35people actually don't ask for the sale.

1:16:37That is give me money.

1:16:41If by any chance it doesn't close,

1:16:45you don't let that prospect leave unless

1:16:48the second call is booked on the

1:16:50calendar. This is also a fatal mistake.

1:16:53Okay, everything aligned. No, it's it's

1:16:5510. I think it's amazing. I'm going to

1:16:57take it back to my boss. I'm going to

1:16:58make this work. Amazing. How long do you

1:17:00think this generally takes for you?

1:17:02>> Maybe a week.

1:17:03>> Amazing. A week looks like Tuesday on my

1:17:07calendar. Are you free at 2 p.m. on a

1:17:09Tuesday? Actually, I'll let you know on

1:17:10Monday.

1:17:11>> You'll let me know on Monday. We can hop

1:17:13on a call on Monday. When do you want to

1:17:14do it on Monday?

1:17:15>> No, I'll let you know on Monday if I'm

1:17:17free on Tuesday.

1:17:18>> You'll let me know on Monday. See,

1:17:20listen. In order for me to move forward,

1:17:21I need to keep because I don't want to

1:17:23keep randomly calling you, right? I can

1:17:24harass you. Would you like me to harass

1:17:26you or would you like to rather just

1:17:27have a time? And by the way, before I

1:17:29let you go, I want you to understand

1:17:30something. I love nose.

1:17:33If you don't want to go through with it

1:17:35in Tuesdays, I will celebrate with you.

1:17:38My objective is to make sure we have

1:17:40clarity so that we can move forward. So

1:17:43what time on Monday or Tuesday works for

1:17:45you?

1:17:45>> No, I want to move ahead but I'm not so

1:17:46sure.

1:17:47>> Oh, that means what? What's that means I

1:17:51have to that sales call? I would never

1:17:53get to there. I

1:17:54>> I'm not so sure about the timing.

1:17:56>> Oh, why are you not sure?

1:17:57>> Because I don't know what my schedule

1:17:58looks like on Tuesday.

1:18:00>> I mean, you can open up your calendar.

1:18:02>> Yeah, right now my calendar is not

1:18:04booked, but it'll get booked by Monday.

1:18:06My CEO is

1:18:07>> Can I tell you something? This would

1:18:09never happen because this character

1:18:11would have been disqualified long back.

1:18:14No one will come to this point will give

1:18:15me resistance. It's impossible. Never

1:18:18happened in my life.

1:18:19>> Got it?

1:18:20>> Like it's it's not going to happen

1:18:22>> because

1:18:24either they wouldn't be aligned with the

1:18:26pitch. So I would tell them, hey, I

1:18:27don't think we are on the same page. I

1:18:29don't think it would work. I would never

1:18:31book the second call.

1:18:34Like I get where you're coming from.

1:18:36Most sales people should this is if you

1:18:38try to solve this you are in the wrong

1:18:40place. You have done the first whole

1:18:43thing wrong.

1:18:44>> You have done everything else wrong

1:18:46because why this person is giving you if

1:18:48this person is not getting excited to

1:18:50get on a second call with you. You

1:18:51up the sales call.

1:18:53>> Got it.

1:18:54>> You like remember when when we did that

1:18:56100 like he's smiling to take that

1:18:58money. That's how prospects should be

1:19:00when they get on a sales call with you

1:19:02cuz they are excited that you're going

1:19:04to solve their problem finally.

1:19:07Why would they not want to get on a

1:19:08second call?

1:19:10>> Understand?

1:19:10>> So this scenario never happens if you do

1:19:12the other parts, right?

1:19:13>> Okay.

1:19:13>> So second call. So the you never let so

1:19:16you always say okay decision-m call. If

1:19:19you're not ready to make a decision

1:19:20today, a week later, no problem, but we

1:19:22have to book a call before we go because

1:19:24there is no random followup. Or they

1:19:27could also say, "No, just send me the

1:19:28deck and we'll then get on call."

1:19:29>> Never happens.

1:19:30>> Okay.

1:19:31>> Again, if you do this right, would never

1:19:33happen. It's a sales call.

1:19:35>> It is okay if you hound me

1:19:37>> and take follow-ups.

1:19:38>> I would love to do that, but I would

1:19:40still like to have a time block.

1:19:41>> Again, I wouldn't allow that to happen.

1:19:43>> Okay. Okay. Understood.

1:19:43>> Like by the time they come here, the

1:19:46people who would ever do that would have

1:19:47already been disqualified.

1:19:50That's why I'm telling people who come

1:19:52until here, they are either buying from

1:19:54me or they just can't afford it.

1:19:57>> Understood. That again gives you more

1:19:58clarity.

1:19:59>> Yeah. My close rate is somewhere between

1:20:0140 to 50% today. So like it's it's not

1:20:05that that doesn't happen.

1:20:07>> Got it. What should be the architecture

1:20:09of my team to ensure that there is a

1:20:12brain thinking about the offer, the

1:20:15brand, the sales and also the macro

1:20:16aspect of how my brand is

1:20:18>> people.

1:20:19>> Okay. Can you put can you give me the

1:20:21architecture of the deal?

1:20:21>> So the offer is always the CEO

1:20:25because he's the binding force. The one

1:20:27>> the offer is always the CEO.

1:20:28>> Yeah. So the one who creates the offer

1:20:30is a CEO with a CMO and a C cso. That's

1:20:33a sales officer. Because the sales

1:20:35officer knows what people will buy. The

1:20:36CMO will know how to market it. But the

1:20:39CEO can merge the two. The CEO is the

1:20:41one who can take the information from

1:20:43the both plus the delivery team in terms

1:20:45of figuring out what's actually

1:20:46possible, what's not possible and come

1:20:48up with the offer. The onus is on the

1:20:50CEO. So it's me, I handle everything

1:20:52sales. So all things sales, all things

1:20:55sales and lead generation come up to

1:20:57come to me. So that means all the

1:20:59activities from building uh distribution

1:21:03brand all the way till taking money is

1:21:05my responsibility my department. So you

1:21:07are the chief sales officer.

1:21:09>> Chief revenue officer, chief sales

1:21:10officer, chief revenue officer, head of

1:21:12sales, whatever you want to name it,

1:21:13that's who I am, right? I am under the

1:21:16CEO. Shafak is our creative director. So

1:21:20basically what you can look at this as

1:21:22ops. This is your ops and delivery team.

1:21:25Okay. Then you have CEO that is IMAD.

1:21:28Okay. Which is admin, finance and

1:21:32customer support. So that's a separate

1:21:35department under IMAD outside of Shafak

1:21:37and Sad.

1:21:38>> So how does the flow of project happen?

1:21:40It comes from you.

1:21:41>> It comes from me. Goes to IMAD.

1:21:43>> Goes to IMAD.

1:21:44>> It hands over to the CEO.

1:21:45>> Okay.

1:21:46>> It's hands over to CEO. CEO does an

1:21:48onboarding call.

1:21:49>> Okay.

1:21:49>> Okay. So it gets onboarded and then it

1:21:53he attaches a CSM here.

1:21:55>> What is a CSM?

1:21:56>> Customer success manager. Their job is

1:21:59to make sure that whatever this team,

1:22:02the ops team is doing, this guy has an

1:22:05ability to go and about it to

1:22:07somebody.

1:22:08>> Oh, okay.

1:22:10>> The c they need someone to to.

1:22:12[snorts]

1:22:13If that someone to to doesn't

1:22:15exist, they're going to come either

1:22:16to me or they're going to to

1:22:18him. If your organization doesn't have a

1:22:19CSM, they are not bitching to your

1:22:22people or you or somebody else. They are

1:22:24bitching to third people outside of your

1:22:26organization. And that third person on

1:22:28outside the organization is not doing

1:22:29you a favor cuz he's not trying to

1:22:31figure out what's actually wrong. He's

1:22:33like, "Huh, woo problem."

1:22:34>> That is such an amazing perspective.

1:22:37That is such an amazing perspective. I

1:22:39think this is beautiful. So in that

1:22:41entire architecture, you need to have

1:22:42the CSM. That's like the therapist.

1:22:44>> That's the therapist.

1:22:45>> So if something goes wrong, if you want

1:22:46to keep it inside the organization, you

1:22:48better have a therapist in house.

1:22:49Otherwise, they're going to go and

1:22:51about you

1:22:52>> to somebody else. And that's going to

1:22:53cause a problem. This is what reduces

1:22:55churn and keeps retention.

1:22:56>> Oh wow.

1:22:57>> So this guy needs a punching back cuz if

1:22:59this guy loses his with the client,

1:23:01he will start losing it with the client.

1:23:03He can't he loses it with a CSM. CSM is

1:23:06a two-way punching bag.

1:23:07>> Okay.

1:23:07>> So they take from us also. They

1:23:09take from the client also.

1:23:10>> Okay.

1:23:12>> But they have they have to be somebody

1:23:13who is very calm. You're absolutely

1:23:15right

1:23:17>> to both.

1:23:17>> To both everybody. CSM is a wall. It's a

1:23:22brick wall that people are coming

1:23:25punching all day and leaving.

1:23:27>> That's their only skill level. Should be

1:23:29able to take it

1:23:31>> and say you're right to everyone.

1:23:32>> Yeah. Yeah. You're absolutely right. I'm

1:23:34going to make sure these people are

1:23:35going to fix this

1:23:36>> Okay.

1:23:37>> Right. Like that's the And then you're

1:23:38going to come to Shafak and be like,

1:23:39"Listen, you are absolutely right. You

1:23:41don't have to worry. I will take care of

1:23:43the CL." 90% of the time, you

1:23:44just have to tell both people they're

1:23:46right and they'll let go eventually,

1:23:48okay? Okay. Cuz they just need to be

1:23:49taking from. [laughter]

1:23:52So give assurance to both and just let

1:23:54them continue to do the work so that no

1:23:57no heat goes in.

1:23:58>> Mhm.

1:23:59>> One more thing,

1:24:01>> make sure that what Sad has told

1:24:03>> and what we do are aligned.

1:24:07>> Because if the sale was made wrong

1:24:10>> before it enters the system, it needs to

1:24:12be corrected. Cuz if you don't correct

1:24:14it, it's a cancer.

1:24:16It kills the organization. So what he

1:24:19does is I put him up on here and if he's

1:24:22seeing that this guy is not aligned

1:24:24properly, he'll send it back to me.

1:24:26Money is collected. We give them an

1:24:28option of a refund. Go back, talk to

1:24:30Sad. I think there's some misalignments

1:24:32here. I think you need to get clearer

1:24:33about what we actually do. Once you

1:24:35align on that, we're more than happy to

1:24:37move forward. But that it doesn't come

1:24:40into the creative side unless they're

1:24:41absolutely clear. So on the sales side,

1:24:44expectations is one of the biggest

1:24:45problems because sales people,

1:24:48they're under pressure.

1:24:50>> So one is they lie outright, which is

1:24:53the are you doing? The other part

1:24:56is they hide the truth conveniently to

1:24:58make a sale.

1:25:01>> That is a second problem. So that is

1:25:04very important because in order for

1:25:06especially when you're trying to hit

1:25:07methodology. So when you're try when

1:25:08you're going to super premium premium

1:25:10higher price point you're trying to

1:25:12solve specific problems for a super

1:25:13specific highle individuals across the

1:25:16world like this is not just this this is

1:25:17with my sales contracts with with the UK

1:25:20companies with anything that's super

1:25:22high ticket you're solving something

1:25:23very specific for very specific type of

1:25:25people if the alignment is not right no

1:25:28everything gets pro problematic so the

1:25:30job of the CEO is to make sure that

1:25:32before he passes it through one is he

1:25:34understands clearly what you're trying

1:25:35to look for second is is the sale done

1:25:38properly because if the sale is not done

1:25:40properly he has to get him out of the

1:25:42system otherwise he's going to come into

1:25:44the system and create chaos in the

1:25:45system.

1:25:46>> Got it. And that too after the execution

1:25:47happens which is going to be very

1:25:49>> and it's it's going to be ridiculous

1:25:51after that. So and it happens to every

1:25:52service. There's no service business who

1:25:54can tell me I don't get bad clients that

1:25:57bad client has come in because your

1:25:58salesperson has allowed that to happen.

1:26:01The onus of a bad client is on the

1:26:02salesperson.

1:26:04>> Perfect.

1:26:05Are we done?

1:26:06>> This is it. Yeah, this all the best. You

1:26:08do this. I hopefully you'll be able to

1:26:10make some dough and then kill

1:26:12some and then like

1:26:14>> this is amazing.

1:26:14>> This is awesome. You guys are awesome.

1:26:16Thank you so much. Think school is

1:26:17amazing. Bye.

1:26:18>> Thanks so much.

1:26:19>> Okay.

1:26:22[music]

1:26:27>> [music]