저자: Arslan · 외국인
요약 보기
영업은 스크립트가 아니라 여러 학문(심리학·생물학·수학·물리학 등)의 멘탈 모델을 결합한 기술이라고 주장. 편도체·파충류 뇌 등 인간 감정 이해, 앵커링·확증편향·첫인상 편향 등 인지편향 활용, 통증(pain) 질문과 능동적 경청, 가격은 상대가 물을 때 제시해 앵커링, 상호성 원리(Cialdini)로 영상 세일즈레터 구성 등을 강조. 찰리 멍거의 멘탈 모델을 체크리스트처럼 자동화해 쓰라는 조언.
다듬은 글
Today we're going to go over something very important. Yeah. And that you can utilize everywhere in your life. Doesn't matter whatever you do. But this works especially very very good in sales. Why? Because sales is not just about oh you know I need to know how to sell. I need to know everything business-wise.
Yes, this is important. But if you're just using a sales script, you're just like you literally completely rely on the sales script or maybe you don't rely on the sales script, but you have some specific, you know, scripted lines or scripted questions that you use if you're selling high ticket, right?
and you are not using any other knowledge on your sales calls, you you'll just lose so many deals just because of that. Yeah. Because sales again as I said previously many many times sales is a group of skills. Yeah. So we have a we can you can look at it like a tree. Yeah. So we have a tree. Yeah. And yeah,
in order to grow this tree as much as possible, you need many many different disciplines. You need to understand many disciplines. And in sales, like we could we could say, okay, the the whole tree is sales. But in order to become, in order to be great at sales, it's not just enough to just, oh, I have a sales script or I know how to handle objections and that's it.
It's it's a it's a synthesis of many many different models. And Charlie Monger was talking about about that. He's not a salesman, but he was using mental models in like literally everywhere in his life. and to make better decisions or to do something better. Yeah. To think better. So in this case sales like you could think about okay what why like on this on this picture we see okay history, psychology, biology, mathematics, physics whatever.
Yeah. And then you may think okay why do I need to know biology to sell more to close more deals? Yeah, but the point is biology is understanding the human being and the nature on the and the and the human nature. Yeah. You don't need to know the whole biology that that we've been learning in in in schools.
Yeah. It's about understanding like specific information or specific laws that will be beneficial for our specific case. And in this case it's sales selling high ticket offers. Yeah. And getting what we want. So in this case biology would be oh I need to understand how the human brain works. Yeah. And understanding how the brain for example how the animal brain works would be also beneficial because we are we are animals.
Yeah. We we have many for example in our brain. Yeah. If we talk about let's say if we think about the brain. Yeah. Very very simple way as you remember we discussed we have three parts of the brain. Yeah. It's very simplified model but it's useful. Yeah. It's better to have some sort of simplified picture of the brain than nothing.
Yeah. So in this case if we if we discuss if we if we go over the brain and we think about the brain we have three main parts as you remember right and we have its reptilian brain. Yeah. And we have lyic system and the neoortex the smart brain. Now if you don't understand the biology of the reptilian brain that's the that's the name reptilian brain.
So, it's the animal brain. If you don't understand the animal brain, you won't understand why people don't want to buy your product or service. Why do they, you know, why do they ghost you? Why why aren't they paying you on the first call? Yeah. Because we are literally emotional creatures. And if you can't, if you are not emotionally intelligent enough to understand to observe human beings and use that knowledge, use that information on your sales calls, you won't you will lose many many deals.
Yeah. Like just because of that because the you know the mastery of sales is like as the saying goes the god is in is in details. Yeah. So sales is literally is a like the master of sales is in details. body language, your tonality, everything that we think that yeah why why is it important? Yeah, you may think okay tonality how do I speak you know the words that I use the body language how how do I move my hands or you know gestures all this or for example being aware on the sales call being present many people don't understand what what is what is being present yeah and they may think oh why should I like it has nothing to do with sales yeah But everything all these disciplines will create a huge impact on your sales calls.
Yeah. Because again sales is a tree. Yeah. And we have many many many you know roots that create that grow this sales tree. Yeah. So we have for example asking good questions tonality body language. Yeah. Here we have being present let's say P and also objection handling negotiations presentation pain pulling pain yeah understanding pain then we have EQ yeah emotional intelligence understanding market of course niche expertise every single part of this tree every single root of this tree without that you won't be able to sell you won't be able to close deals as as much as possible yeah and if we look at the Charlie Mongers models every single discipline will benefit you on your sales calls or in your business.
Like Charlie Monger was an investor. So what the hell like why do we why does he need like physics or let's say for example engineering? It has nothing to do with physics or engineering. Yeah. But it's also it's not about being being so good at physics or being so good at engineering. You just need the principles principles of these disciplines.
Yeah. And if we talk about let's say psychology. Yeah. Psychology. I would say in sales it it it is not enough just to know the principles of psychology. You really need to understand advanced psychology if you want to be like the top 1% of of sales guys. Yeah. of of having this master of getting this you know getting this skills at the highest level.
Yeah, that's the that's the whole difference between many many guys that you know they maybe they're closing sometimes sometimes they're not closing because they don't understand psychology enough. They have all this, you know, maybe they understand some fundamentals, but they don't understand the real real cause of something or of of humans doing something or deciding something because we have a lot of biases.
Yeah. One of them, let's say, anchoring bias. Have you heard of anchoring bias? Anchoring Think so. What is that? Not sure exactly. So, think about it. It's an anchor. Yeah, pretty much. Think about the anchor. So, when you are anchoring, for example, you can say you can ask me any anything. Yeah. any question.
Yeah. And yeah, you can anchor me. You can anchor my thinking by saying, you know, oh, the average of let's say, you know, the average of something is the average tree is, let's say, 1 meter. Yeah. And now when you're asking me, okay, what's the what's the let's say what's the highest or what's the smallest tree?
If you ask me what's the smallest tree, I'll think about the first anchor that you mentioned, the the the the one meter. So now I will think, oh no, probably it's 500 m, maybe 400 or cm. 400 cm. Yeah. Or 300. So I will be anchoring from your from your number. So if if you wouldn't have mentioned that, I probably would say maybe 2 m, 3 m, you know, because I don't know.
So how can you use that in sales by understanding that? Because it's it's a human nature. Yeah, we have we are so biased. It's crazy. It's a human nature. And right when you are selling something and you are on a sales call, we never say the price until they ask us for the pricing. Yeah. When they say, "Oh, and how much does how much does it cost?" Yeah.
Only after that we are we are giving them the prize and we're when we're giving them the prize we are we're anchoring we are anchoring the negotiations process. So let's say we have a price that is worth that that the value of that of that offer is the net worth of that offer is let's say five 5k. Yeah.
Okay. Yeah. And we know that it is it is they it has a lot of ROI. Yeah. It will have a lot of ROI for our prospects, for our potential clients. And what we do is we say for example you but you were unsure because you thought that oh 2K 3K is a lot. That's why you said oh that's this costs thousand bucks now they will it doesn't matter how like how much value you will provide for the clients you said thousand bucks now they'll assume that the value of your offer is around 1,000 bucks.
Yeah. So now they even if you are if you if you're going to make them like you know 5 10 x more now they they'll they will still they can still say oh you know 1,000 is maybe it's not expensive but they'll still say oh you know thousands is pretty it's a lot you know and now you can't really you can't really negotiate and say oh it's going to be you know and you can't end up at 2,000 or 3,000 you know, so you're going to reduce the price most of the time.
Yeah. But still, again, it depends on the objection. It depends on the on the on the on the business owner because it's it's not a good it's not a good way to negotiate and just reduce the price. It's not the best way. Yeah. It's the it's the last it's the last, you know, option. Yeah. And we have many many of these biases.
Can you imagine? Yeah. We're so biased. We have confirmation bias. We have consistency bias and or for example first impression bias. Yeah. And it is in sales it's called framing. Another important skill to have. Yeah. Framing. So you can't change the first impression. Maybe you're the smartest guy in the room.
You maybe you're you're so smart. You're so cool. But but just because you [ __ ] up the first impression, they will think that you [ __ ] up person. Yeah, that's the reality of of of of the world. And many people say, "Oh, you know, you don't judge a book by its cover. Don't judge anyone. Whether you want it or not, we will judge automatically." And it was scientifically proven.
I think there are the human brain needs like seven eight milliseconds to create a mental picture about you and the human brain already decides whether you like them or not from the appearance. Yeah. You don't you don't you don't even know this person but you your brain has already decided whether you like this person or not.
Do you know this feeling when sometimes you see a person or you you met a person and you just don't like something about him? Do did you have this feeling? I don't know probably some someday. Yeah. Not not like you've never met you've never met this person. you've never met this person and for the from the first impression you kind of you felt that you don't really like this person.
Did you have this feeling? I mean yeah some someday. Yeah. It's just just a feeling not just like just just something inside of you is telling you. Did you have the the gut the gut feeling? Did you have this sort of gut feeling? M yeah what you mean that so yeah yeah everyone had yeah so that's the whole point the gut feeling is literally the feeling that we got from the first impression yeah and again if you [ __ ] up the first impression
right you you still have there's also a last impression bias yeah it sounds funny but there we have also last impression bias so it means that maybe You you were saying [ __ ] throughout the whole conversation, but you ended the conversation on a nice polite note. They'll think they'll think about you in terms of the last impression,
right? But still they have they they have already created this first impression picture about you. Yeah. Exactly. You can't really change it. Yeah. But what you can do, you can work on your last impression every single time. Yeah. So always, why is it good to end the conversation when something is interesting, something is funny?
For example, you're talking with, let's say, you're talking with a girl. Yeah. And you're having fun, you're cracking some jokes, whatever. Interesting conversation. Yeah. It's always better to end this conversation on this note. Yeah. So, it's better to end the conversation earlier than to Right. then to literally [ __ ] this up.
Yeah. Yeah. And the same way with with everything when you have negotiations or anything, you you made a deal, that's it. Yeah. And you can you can have you can have some fun, talk about something and end the conversation as soon as possible. Yeah. Because everything is fine. They're you know they're happy they made this decision.
You you had some conversation with them afterwards a little bit. That's it. Yeah. So the point of this is again Charlie Monger was always using this mental models and he was using it as a checklist. Yeah. Right. This this this one really amazed me. He was using that as a checklist. Meaning so let's say we we know we are aware of 10 biases.
Yeah. There there are more but we're aware of 10 biases you say and when you meet someone or when you are let's say you want to understand the person let's say let's say in person you just met someone in person or right okay you have a or you on a sales call let's say now if you're going to think about this checklist and just go over this checklist That's not the best idea.
But what you want to do, you want to automate your thinking in the way where you are your brain subconsciously checking these boxes inside of your head. So let's say we have anchoring anchoring bias. Yeah. We have confirmation bias. We have something let's say anything. Yeah. First impression bias. Let's say yeah and you don't want to just what I was thinking about like because when I when I had sales call I I've also tried to use every single discipline but it was more psychology biology in this in these terms.
Yeah. Yeah. business. But what you want to do is not just it's just just about the biases. It's it's about having this checklist. For example, okay, did I pull enough pain? Because that's the most of the time that's the main problem. Yeah. They they ask this questions of many entrepreneurs who are selling high ticket.
That's the number one problem most of the time. For example, I reviewed many sales calls and it's always they never pull enough pain from the prospect. They don't understand the emotional part of the of their prospect. Yeah. Yeah. Because if there if there are no emotions attached, you don't understand the pain.
You don't understand why did they join the call and what they're trying to get from this call. What kind of solution are they trying to get from this call? Are you going to are you going to book an appointment with a doctor if you don't have any problems? No. So why did they why did why would they? Right.
Yeah. And the same way you are having this checklist inside of your brain subconsciously. You don't want to think about it consciously every like I mean you don't want to think about it actively because you will [ __ ] up the conversation. Yeah. Because you're going to think about the checklist without when you're going to think about the checklist when you have to think about the conversation and you have to actively listen.
Yeah. Which is which is which is probably one of the most important skills in sales, actively listening. And then you're just checking, oh, am I actively listening? Am I like for example, did I pull enough pain? Let's say that pain or maybe um did I mirror in this conversation? Mirror or should I mirror right now?
Yeah, because it's it's it's a good technique to use on a sales call. You're mirroring or for example, did I show enough market expertise? Did they ask open-ended questions or did I ask questions you know let's say pain related questions. Yeah. So that's the whole point of this of these mental models.
Yeah. You need to be multi- multidisciplinary. You see even here you have mental for framework for decision making from multiple disciplines. Yeah. So you want to become a multi-disciplinary person meaning you have something a little bit from here, a little bit from here, a little bit from here, a little bit from here.
And first of all it it will just make you smarter. But again, we want to utilize this knowledge for our sales. Yeah. For our sales. Especially if you have a funnel or you have a video sales letter or you are trying to create a marketing campaign, this is a must. You ha you must have this checklist when you have a video sales letter.
Do you remember um I told you to add the video of you of you talking or selling your product or presenting your product? Yeah. Why? Because when you're checklisting that you have a checklist, okay, you you will go over every single psychological, biological, you know, Yeah. aspect that will help you sell more or that will help you get your point across better or that will make the prospects buy your product or service.
Yeah. Because that's the whole goal to like to sell the the the the offer and provide the value. Yeah. To the market. So that's why it is crucial. It is crucial. So you you're going to think about because remember we we reviewed one video sales letter or funnels from you remember. Yeah. Yeah. And what these guys did they had if you go if you think about it okay let's say go let's go over checklist.
Yeah. We have did they show the social proof? Yeah. Did they for example did they create this reciprocity effect? Reciprocity. Reciprocity is literally when you help someone or you give someone something. It could be for free. You you give you help someone for free or you provide some value for free and the person feel obligated to pay you back.
Right. Yeah. Yeah, I see. So when someone pays, did someone pay for you in a restaurant? What do you say? Has anyone paid for you in a restaurant? Uhhuh. Yeah. Like friend or anyone? Right. Yeah. Exactly. Yeah. So after this, did you feel that you want to invite this person again and pay for him next time?
I would say so. Yeah. Yeah. So this is how it works. Yeah. Right. But in sales that it has many many different implications that you you know you can utilize it in in many different ways. We'll go over the reciprocity effect as well because it's very important. It's literally one of the main principles in Robert Chelini's book.
Yeah. Influence. Have you heard about this book? Not sure. Maybe. Yeah. I've not read it or literally. Yeah. So, literally the main principles of psychology of persuasion. Yeah. That every single marketer utilizes. Yeah. You just you're just not a you're just not aware of that. They just it just works subconsciously.
Yeah. Yeah. So yeah, that's the whole point of that of these mental models. Now what does it mean? Yeah. You need to get a main idea, a useful idea, not something that we learned in school that is has nothing has no real life implications. We want to utilize this knowledge. We want to have you we want to get a know we want to get some information from this disciplines a little bit from every every single discipline and we want to get the main idea that we can utilize in sales.
Yeah. But psychology and biology, I would go I would dive deeper than just one principle or you know one fundamental like I would go deeper deeper and deeper to understand really. So you have to study human behavior, people, biology, how the human brain works and to understand why the human brain would pay you, would send you money, would buy your offer.
That's the main idea that we want to that that's the real answer that we want to understand. Yeah. And yeah, like you got to observe and always be formless. You have to be present and this way as as Socrates said that's why it's Socratic sales as Socrates said I know that I know nothing and always be open-minded always learn something and again be formless meaning always adapt depending on the prospect. Yeah. Yeah. Got it. Thanks for watching. I will see you in the next one.
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