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John D. Graham

5/2/20265 min read

The Anti-Sales Pitch: Why the Best Closers Never Actually "Sell"

Take the stress out of your “Sales” calls by allowing your prospect to sell themselves.

Never have a “sales call”, have a genuine conversation.

I will use my business, Opulent Acres, a land entitlement company, as an example.

But you can do this with any business, product or service.

Always ask your client what their plans are first.

At Opulent Acres we would say something like, “If we were able to give you the full asking price for your land, do you have any exciting plans on how you would spend the money?”

Let them talk about paying off debts, buying that luxury car, or talk about going to that special vacation spot they’ve been waiting for all their life.

Don’t focus on the sale. Focus on what they are focused on. Focus the conversation on their wants and values, their needs and hopes.

Let’s look at where our clients’ values come from.

Clients Values

1. Past Perceived Voids- something in their past that they missed out on and still want today. They wanted something in the past but couldn’t have it.

Maybe they wanted a specific car or a new house, but they couldn’t afford it.

Talk about that!! Ask what kind of car or where the home was. Ask them how long ago it was when they wanted that home or car. Ask them why they couldn’t afford it. Ask them what kind of car it or what color was the house was. Focus on their hopes and dreams, not your sale.

PRO TIP: If they are talking more than you, they are selling themselves.

Our client’s value also comes from:

2, Present Perceived Virtues

What the owner perceives to be of value now. You may Value the sale, but they don’t!

Let’s say they value their grandkids. So, selling their land would give them a legacy and the opportunity to give their grandkids an inheritance. Ask about that. Ask questions about that. Ask them how old the grandkids are and if they live near them? Get them to talk about their values. Learn the grandkids names. It will help your clients sell themselves.

Relate to them by quickly mentioning a little something about your kids, grandkids, nephews or nieces. Find something common and talk about that for 5 or 10 minutes.

I know! Not thinking about yourself or your precious sale might hurt for the next 10 minutes, but I’m very confident that you will survive. (and probably nail the sale)

Believe it or not this is sales.

You don’t need to sell them what we do for them or the many benefits of your product. Be quiet, listen and guide the conversation to what they value. Now you don’t have to give a prepackaged, canned speech. Nobody likes that. Including you.

During this conversation, they realize that our service can give them what they value. As long as you guide that conversation toward their goals and values. If they value their grandkids, they will realize that selling the land to us will give them the opportunity to take care of their grandkids. I they feel comfortable with you, by letting them talk, you will have a better chance of closing the sell.

Always focus on their interests, their needs and their values. Talked to them at length about what they’re interested in, what their values are and what there goals are.

And they will sell themselves.

That’s a lot easier and less stressful way to approach people. (Isn’t it!)

No Canned or prepackaged sermons.

Another way our clients perceive value is:

3. Future Perceived Vision

What are their plans for the future?

Did they want to go on vacation? Do they want to pay off their debts? Do they want to buy more land or move to another state?

Ask questions about their interest!!

Let’s say that they want to move to another state. Simply ask questions like the following:

What state are you moving to?

Are there family members in that state and who are they?

What part of that state do they want to live?

Get them focused on their future vision.

Ask them if they would need to buy a house in that state. Ask him what type of house. Would it have acreage, would it have a pool. Would it be in a near a city or in the country?

After talking about what they value for a while, you can always say something like this. “Now I can understand why you’re selling your land. It’s for….. the grandkids, that new house… to pay for moving to Arizona…. to buy that luxury car that they’ve always wanted to own.”

This is real sales. Learning what they’re about. Their hopes and dreams. Simply focus on that and let them talk! They are talking themselves into doing business with you, so let them.

It’s the easiest way to get to know them and it’s the best way for them to be naturally comfortable with you.

Comfort = Commerce

They have always known that they need more money to reach their goals. But now they are comfortable with you and believe you can help them. If you listen to them and show interest in their interests, you just showed them that you care. That is rare, very rare and they will take notice. Consciously or unconsciously, they will notice.

You might have even made a new friend.

Pro Tip: Clients Drop their Guard when they feel comfortable enough to talk about themselves.

They will notice that you can help them fulfill their wants, hopes and dreams.

Always engage in what they want. Don’t focus on the sale. Don’t focus on the benefits of your service or product. Remember this it the Anti-Sale Pitch. AND IT WORKS!!

Focus on having a conversation where you ask all the questions and give them time and space to answer them.

If you can just for a moment and not focus on you and focus on them. They will sell themselves. Talk specifically about their goals, hopes and dreams. Ask several specific questions about each topic and show that you’re interested. This is how the real pros make it look so natural.

This is how you really do sales by not selling at all.

People tend to do business with people who believe they care about them and their interest. So, it’s not a sales call. It’s a conversation where you focus on what they want in their lives. What’s missing in their lives, what they want for their future. What they value.

You can clearly see how it’s easier on you and them, when they sell themselves.

At Opulent we would say something like:

“If we were able to give you the $2.5 million for your land. I’m sure that would be a great inheritance for your grandkids. Or I’m sure that would be enough money to move to Arizona.”

Once they realize that we can help them obtain their goals, they sell themselves.

Of course, towards the end of the conversation, if it’s needed, always add in how we can get them an inheritance for their grandkids or how we can help them move to Arizona.

We would say to our clients: One way we can help you give your grandkids an inheritance is…

We pay $1 million to entitle your land for free. We will do all the heavy lifting at no cost.

We don’t charge a fee or commission, so all the sales are going to help fulfill their hopes and dreams. Now they can retire, buy that new home or car. With your help the can finally give an inheritance to their grandkids.

And that’s how you have an easy, relatable, relaxed, and many times enjoyable “Sales” call.

Myron Golden is an incredible businessman who uses these simple techniques. He used to be a trash man now he’s a multi-millionaire. We just highlighted some of his teaching and use his mindset in our “Sales” calls.

Check out this interview with Myron, where he talks about the correct mindset towards wealth and how to get your prospects to sell to themselves.

https://youtu.be/xmCbBaWf0E8?is=vq_OodSbBwDDlr1D

Visit our website to learn more business techniques.

www.OpulentAcres.Land