Effective Sales Tactics

Introduction

• Learned powerful sales tactic by accident
• Included in the upcoming 100 million dollar sales book
• Effective in gaining trust
• Taught to others, resulting in up to 90% close rates
• Initially used in retail environment selling supplements

Origin Story

• Selling supplements at a gym
• During a nutrition orientation, running out of a key product
• Instead of skirting around the issue, transparently recommended a cheaper alternative
• Realized that transparency built trust and increased sales

Concept of Ghost Products

• Initially called sacrificial lambs, now referred to as ghost products
• Over time, stopped carrying some products and used them solely to build trust
• Key idea: recommend lower-margin products from elsewhere to build trust
• Main products to sell are high-margin items

Trust-Building Tactics

• Act in the customer's self-interest
• Make them feel you are not taking advantage of them
• Gain trust by recommending cheaper alternatives or products they don't need
• Example: Recommending products they can buy cheaper at other stores

Prescriptive Close Strategy

• Explain benefits and exact usage of products before asking for purchase
• Associate product usage with existing habits (e.g., taking pills with morning routine)
• Make the buying process easy with minimal decision-making (one-click upsell)

Handling Objections and Budget Concerns

• If cost is an issue, prioritize products by necessity
• Reinforce importance of items removed from the list
• Reintroduce the problem solved by the product to justify its importance
• Find areas in customer habits to save money for essential products

Practical Application and Tips

• Get lots of reps in high-volume, low-ticket environments (e.g., car washes, salons)
• Helps build sales skills faster than courses
• Useful for moving to higher-priced sales
• Work within existing sales processes to gain experience

Example of Transparency in Services

• Web design services: Recommend non-core services to cheaper vendors
• Build trust by seeming to work on the client's side

Core Principle

• Move psychologically from across the table to sitting side-by-side with the customer
• Work together with the customer to make the best decision