Description
So there's a plumber and a car salesman...Wait... what?
What in world could any of this have to do with your business? Well, quite a lot actually!
In this video, Richard shares his wisdom on why you have to be more like a car salesman, than a plumber.
Confused? Bewildered? We were too... until we heard what Richard had to say.
Here's what is covered in this video:
- How you can learn from every interaction in life
- What you must do to gain the trust of your customers
- How you can show your authority and sell with authenticity
- How awful Richard’s impersonation skills are
- Why what you say and how you say it is so important (especially if you want to be authentic!)
Chapters:
- 00:00 - Introduction
- 00:52 - The Leaky Tap Problem
- 01:49 - Image Isn't Everything
- 03:07 - The Pricing Technique
- 03:40 - Introducing Jose Ramon
- 04:17 - Know Your Product
- 04:54 - The One Thing Each One Did That Changed Everything
- 05:56 - First Lesson
- 06:30 - Enter The Italian Part I
- 07:02 - Second Lesson
- 07:40 - The Italian Friends
- 08:04 - Richard Couldn't Do This
- 09:13 - A Great Technique
- 10:00 - Lessons Learnt
- 11:49 - Richard's "Special Deal"
- 12:50 - The Real Deal
Automated Transcription
0:00
So that's why you have to decide whether you want to be seen as a car
0:04
salesperson or a repair person in your business
0:13
question for you.
0:14
When I say repair person or a car sales person,
0:19
what do you think of? What words pop into your head?
0:23
Honest, hardworking hustler,
0:28
chancellor sleazy. So.
0:31
These are the words that you may be thinking about, but who did you label with?
0:36
Which words? Hey, I'm Richard Butler,
0:38
director of education [email protected].
0:41
And I was thinking about you and your business the other day as well.
0:45
Something really interesting happened to us. You see,
0:48
we've had a leaky tap in the house for a while. In fact, we've had two,
0:52
one in the kitchen and one in the bathroom and you know,
0:56
it's one of those things that you keep saying. Yeah, we'll get it done tomorrow.
1:00
We'll ring tomorrow. We'll we'll fix it tomorrow. No, hold on.
1:04
Let me stop right there. And your trucks, as you're probably thinking.
1:08
You're so awesome. Can you repair the tap? No.
1:11
Why? My skills may include amazing Irish voice.
1:15
Good looks great cooking skills. And of course humor.
1:19
Unfortunately, DIY is not one of them. In fact,
1:23
I could tell you the story about the Ikea bookcase and the screwdriver,
1:27
but I digress. And that's a whole other video. You see,
1:31
we decided to take advantage of our insurance and get the kitchen tap
1:35
repaired. Because in our insurance policy,
1:37
we get three hours of DIY work a year,
1:40
which for me is fine because I don't want to do.
1:44
And then this guy comes out and you know, he looked at the business,
1:48
he had overalls, he had oily colored,
1:51
hands smell to smoke. You know, this guy was another thing to repair my,
1:56
even down to that long pause he made while he surveyed the work that had to be
2:01
done. Now, you know how they are.
2:03
They kind of look around and they scratch their head and
2:08
they look around again. And then they go, oh,
2:12
it's as if they are setting you up to say, this is going to be costly,
2:16
but you see what happened next? I didn't expect.
2:21
And it meant he blew any chance of getting our business.
2:25
But more on that later now comes the second part of this story,
2:29
the car salesman,
2:31
you see we're in the market for a new car as our current little SIADH is nearly
2:34
21 years old. Yeah. It's getting the keys to the house this year.
2:38
And while it goes like a rocket, the emission levels are too high,
2:41
so we can't drive.
2:42
It. Or at least that's what they are saying. You know,
2:45
those who are trying to control us and are on our.
2:49
Oh, sorry. Uh, run, run video.
2:51
This is not the conspiracy theory challah video. Okay. Okay.
2:55
Let's get back to where we were.
2:56
So we go to our local car to see what they have to
3:01
offer. After all.
3:02
We heard that a car that we like was coming in at just 14 and a half thousand
3:07
euros, which was not about price. Now, when I think of a car sales person,
3:12
I think Georgie looking bloke, you know, wearing a cashmere,
3:17
camel colored coat and a British east London accent saying I've
3:22
got a dry deer for you. Love be it with some Mel at one lady drive up one,
3:26
give you any problems. Well, you know,
3:29
I think the only thing dodgy about that was the east London accent.
3:32
But you know, I tried, well anyway, let's go back to the story.
3:36
So let's introduce Jose Karaman who sat us down.
3:40
He was in his fifties casually dressed, listen to us,
3:43
chit it showed us the demo car in the showroom and allowed us to
3:47
experience that car. Turn it on, press the buttons. Oh man,
3:52
I touch screen on buttons and I was sold and voice navigations.
3:57
I told him I was settled. Then he impressed us. You see,
4:00
we needed to know the dimensions of the new car as parking spaces
4:05
in Barcelona are tiny.
4:07
I mean, seriously tiny, like super tiny. Okay.
4:11
And he knew right away the dimensions of our current,
4:16
nearly 21 year old car down to the last millimeter.
4:20
So this guy knew his stuff. Then he did something that really changed my mind.
4:25
So let me summarize for a second. To this point,
4:27
we have a typical looking repairman doing the typical repairman things.
4:32
When they come out to survey the issue,
4:34
then we have a pretty normal guy who just happens to sell cars
4:39
who took time to explain everything to us, to experience the car, et cetera,
4:45
and to chit chat a little bit, which is really, really nice. But as I said,
4:49
both did something that changed our outlook.
4:52
You see the repairman said to us, Lisa,
4:55
you can buy the top from the back via the insurance and they will cost you
5:00
120 years plus taxes. What do you know? I have one in the van,
5:05
which I can let you have just for 60 euros cash. No questions asked.
5:10
Okay. So ma again, maybe not a great Spanish app,
5:15
but this was the first time meeting this repairman.
5:18
And he wanted to hustle for cash with no receipt. And my wife asked like,
5:22
do we get the same guarantee that we would if we bought it through the
5:25
insurance?
5:26
And he was.
5:28
Not very receptive to that. He didn't say it, but I could say, uh,
5:32
back to Jose Karaman he says, yes, I remember the say at you. Uh, you have,
5:37
I used to sell those in blue bag. He had just made me think,
5:41
wow, this guy has been here for 20 years or more. He knows his cars.
5:46
He knows dimensions.
5:48
And he must be good if he's here this long selling the same brand.
5:52
So here's the first lesson for today. Be authentic.
5:56
Think term, don't try to go for that quick cash graph.
6:01
Now let's go back to Jose Ramon for our second lesson.
6:04
So we sat down at the table, let's start to turn off numbers. Now,
6:07
remember we had the figure of 14 and a half files. And in our head,
6:11
as we added a few little extra things to the cars,
6:13
the numbers kept going up and down from a car that was advertised as just over
6:18
14,000 euros. We were up to 23,000.
6:23
Euros. I was like.
6:26
But all throughout Jose Romano kept saying, don't worry,
6:30
don't worry. In his Spanish Italian accent. He explained he had some discounts.
6:35
In a nutshell,
6:36
there was a discount for financing it for trading in our little sad for being a
6:41
sunny day. He had a deal from the dealership.
6:44
Then just as we thought he was done, that was one more discount.
6:48
And that was his personal discount.
6:50
So the car price went from around 23,000 to just.
6:54
Over 18,000, not about discount.
6:57
But still a lot more than 14 and a half thousand.
7:00
So here's the second lesson for today. Add value to your offer. Now,
7:05
honestly, I was sold as soon as I saw that there was a digital cockpit,
7:08
which is basically an extra screen. I'm more buttons.
7:11
And then when he said you could talk to the car,
7:13
I could see myself as Michael Hasselhoff.
7:16
You remember right? Hey kit, bring the car around. But unfortunately.
7:20
They want to know.
7:22
Then when you build up the value you offer a discount. You know,
7:26
we all know this is a game, but I felt like, heck I got a good bargain.
7:31
When I was coming out of there. In fact, I felt kinda like that.
7:34
I was nearly getting it too cheap. Now we have friends here who said, eh,
7:39
you are a little bit low. You don't need to shop around. And they also,
7:43
our Italian friends who just happened to live here,
7:46
but the dealership is a 10 minute walk from our apartment.
7:49
So if we need anything it's convenient. Honestly,
7:53
I don't have the time to ring around five other dealerships and start
7:57
bargaining. But the most important reason,
7:59
well guess what I really liked [inaudible] and I felt, you know,
8:04
I can't do this to them. I mean.
8:06
Like we're buddies, we're like Amigos, like friends.
8:10
You've invested like a couple of hours with us.
8:17
I can't go anywhere else. I like this guy.
8:24
I'm sorry. I got a little bit emotional there because we really connected.
8:29
Now you see how a good sales man he was. I think I'm feeling a bit flushed.
8:34
They're thinking about going behind closely when I'm on his back,
8:39
but you see how good it says money was. Oh, and as an aside,
8:42
we went back a week later to talk a little bit more and he had a very
8:46
special offer on the lot that he had to get rid of it. Our.
8:50
Real souped up little number room. Yes.
8:53
I like the suit of cards. I know know,
8:55
but I said [inaudible].
9:00
And I also had that accent. He said to me, maybe I'll it depends.
9:05
Neither is better hours. It depends on your needs.
9:09
And I, um, boom,
9:11
another great technique feel as if you're not being sold to veal that he
9:16
cares, feel that he's looking out for you.
9:19
So you see the difference between the repairman who went in for the
9:23
short term hustle. I wanted to get some cash quickly.
9:27
No questions asked or Jose Ramon who said, well,
9:31
these guys are coming in here. And if they're happy with the service,
9:35
they'll probably come back. So you see,
9:37
you got to think long-term you got to think value.
9:41
You got to think about building up the relationship because then people
9:45
gravitate towards you.
9:46
And if you're ever in Barcelona and you want to buy a car about,
9:49
I'll bring you to Jose Ramon, where as with the repairman, oh,
9:54
I'm not going to recommend them are speak well of a,
9:55
because he did kind of try to hustle us a little bit.
9:59
So let's round up this video.
10:02
So be authentic in your presentation and in your sales presentations and how
10:07
you pitch to people. Because remember we're always selling something.
10:10
We're selling ourselves, we're sending our products,
10:12
our services don't go for the quick buck. Think long-term value.
10:16
So show your knowledge and authority in your subject area. Closely Ramana.
10:21
Didn't need to look up and see, you know, well,
10:24
let me check the dimensions of that car. I'm not quite sure he was,
10:27
he was interested. He was interested in selling the car.
10:29
He was interested in getting to know us.
10:31
He was interested in building a relationship because he knows that he is a local
10:36
showroom while the part of Volkswagen, which obviously is huge,
10:40
but they are a local neighborhood showroom. And if we have a good experience,
10:44
we're going to tell others and also remember to stack value
10:48
first. And then price is not important. Like he talked to us a little bit.
10:53
He let me sit in the car. He let me press the buttons.
10:55
He showed me that I can go all out Allah and then I can speak for the car.
10:59
And the car will respond to my voice commands.
11:04
Is that okay? And he had sold me on that. He had sold me on the value.
11:08
He told us about the safety features, et cetera.
11:10
And it's not that we would have paid 40,000 euros for this car.
11:14
We had our budget,
11:15
but we were willing to stretch a little bit more because of the value that he
11:20
told us about.
11:21
And probably the most important thing is people buy from people. You know,
11:25
as I said, Jose, Ramon, he gave us time. He sent us emails.
11:30
We went back to him three times. We took the car for a test drive.
11:32
We were out for at least 40 minutes during the test drive.
11:35
He was just a nice guy.
11:37
So people buy from people that is the key you are
11:42
selling to people.
11:43
So we've come to the end of the video,
11:47
but I just have one more thing to say to you.
11:50
You want to buy some cheap credits from.me? Oh, I got them cheap.
11:55
You know what I mean?
11:56
They've thought off the back of a truck and I'll get you a very special deal.
12:02
No, no, no. Don't take me away. I'm not going to do that.
12:06
I'm not going to try and you know, say to somebody, Hey,
12:11
I'll get you some cheap credits. Just don't say anything.
12:13
Just send me some cash because why would I do that?
12:16
Why would I ruin my reputation by doing something like that?
12:21
So don't even consider doing anything like that in your
12:25
business. I E don't go to a client and say to them, look,
12:29
I can put on this event for you. It's a $2,500,
12:34
but if you pay cash, I can do it for eight. No guys, as always,
12:39
I hope you enjoyed this video.
12:41
I'll make sure that you like and subscribe and ask me any questions.
12:44
Sing my praises. And of course, if you are not a member yet,
12:49
simply go to plr.me and sign up and get two free credits each and
12:54
every month. No strings attached, no dodgy east London, voices,
12:58
no dodgy Spanish slash Italian voices.
13:01
Just honest to goodness credits that can help you get more
13:06
and more authority in your niche. Hey guys, well,
13:10
I had lots of fun with that video. I hope you enjoyed it too.
13:15
And I hope you enjoyed my accents on my wardrobe change.
13:18
Now here's two other great videos. I think you will really like.
13:23
SHOW MORE
I'll see you next time.
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