1 00:00:00,119 --> 00:00:01,097 Think about prospects 2 00:00:01,473 --> 00:00:02,508 as wild horses. 3 00:00:03,145 --> 00:00:04,738 You go on Linkedin and you see a 4 00:00:04,738 --> 00:00:08,401 horse. You think that horse fits my ideal, 5 00:00:08,894 --> 00:00:09,769 customer profile. 6 00:00:10,486 --> 00:00:12,158 That horse has the right title. 7 00:00:12,875 --> 00:00:14,228 We could do a lot for this horse. 8 00:00:15,104 --> 00:00:17,037 I wanna ride this horse 9 00:00:17,744 --> 00:00:18,219 The problem, 10 00:00:19,171 --> 00:00:20,201 the horse is wild. 11 00:00:20,914 --> 00:00:23,213 You wanna go this way, but the horse 12 00:00:23,213 --> 00:00:24,243 wants to go that way. 13 00:00:25,212 --> 00:00:26,727 You want the horse to take a next 14 00:00:26,727 --> 00:00:26,966 step. 15 00:00:27,922 --> 00:00:29,118 But as soon as you try to get 16 00:00:29,118 --> 00:00:30,552 the horse to take a next step. It 17 00:00:30,552 --> 00:00:31,748 rear up and bucks you off. 18 00:00:32,958 --> 00:00:35,269 You can't climb on a wild horse and 19 00:00:35,269 --> 00:00:35,667 ride it. 20 00:00:36,623 --> 00:00:36,942 Why? 21 00:00:37,978 --> 00:00:39,571 Because just like a human, 22 00:00:40,224 --> 00:00:42,219 while horses don't like being told what the 23 00:00:42,219 --> 00:00:42,458 deal. 24 00:00:43,655 --> 00:00:44,213 So first, 25 00:00:44,851 --> 00:00:46,527 you have to tame the horse. 26 00:00:47,739 --> 00:00:48,457 To tame a horse, 27 00:00:49,175 --> 00:00:50,532 you can do 1 of 2 things. 28 00:00:51,250 --> 00:00:53,106 You can beat it into submission 29 00:00:53,484 --> 00:00:55,375 by trying to control it 30 00:00:55,895 --> 00:00:57,414 which is the traditional sales approach, 31 00:00:58,295 --> 00:00:58,795 or 32 00:00:59,174 --> 00:01:00,935 you can offer the horse something nice to 33 00:01:00,935 --> 00:01:01,094 eat, 34 00:01:01,895 --> 00:01:02,554 stroke it 35 00:01:02,935 --> 00:01:04,454 and gradually gain its trust. 36 00:01:05,348 --> 00:01:05,986 Over time, 37 00:01:06,784 --> 00:01:07,523 the horse 38 00:01:08,060 --> 00:01:09,996 lowers its guard and this come 39 00:01:10,692 --> 00:01:12,367 and the horse secretly thinks. 40 00:01:13,324 --> 00:01:14,281 You're not gonna harm me. 41 00:01:15,094 --> 00:01:16,614 It would actually be nice to work with 42 00:01:16,614 --> 00:01:17,174 this person. 43 00:01:17,894 --> 00:01:18,694 I wanna be trained. 44 00:01:19,494 --> 00:01:20,614 I trust this person. 45 00:01:22,134 --> 00:01:24,069 Likewise, there are 2 ways to sell, you 46 00:01:24,069 --> 00:01:25,825 can force people to do what you want 47 00:01:25,825 --> 00:01:28,618 them to do, but eventually, they will rebel 48 00:01:28,618 --> 00:01:31,092 and buck you off. That's because autonomy is 49 00:01:31,092 --> 00:01:32,050 a basic human need. 50 00:01:32,943 --> 00:01:33,443 Or 51 00:01:34,060 --> 00:01:36,613 you can get prospects amenable to lowering their 52 00:01:36,613 --> 00:01:38,528 guard so they want to change. 53 00:01:39,406 --> 00:01:41,809 They think This is fun talking to this 54 00:01:41,809 --> 00:01:42,127 person. 55 00:01:42,764 --> 00:01:44,275 It's informative. It's entertaining. 56 00:01:44,831 --> 00:01:45,786 It's not an ordeal. 57 00:01:46,502 --> 00:01:48,331 For example, you're listening to this podcast. 58 00:01:49,144 --> 00:01:51,461 I am selling you on myself, but it 59 00:01:51,461 --> 00:01:53,779 doesn't feel like I'm trying to force you 60 00:01:53,779 --> 00:01:54,578 into doing something. 61 00:01:55,137 --> 00:01:57,135 You're enjoying listening probably. 62 00:01:58,109 --> 00:01:59,787 Some of you might head over to my 63 00:01:59,787 --> 00:02:00,346 website 1 day, 64 00:02:01,065 --> 00:02:03,063 which is josh braun dot com and buy 65 00:02:03,063 --> 00:02:03,302 something. 66 00:02:04,181 --> 00:02:05,081 Some may 67 00:02:05,554 --> 00:02:06,614 go to my 68 00:02:07,152 --> 00:02:08,591 website and check out my free book. 69 00:02:09,789 --> 00:02:10,689 I call this 70 00:02:11,307 --> 00:02:12,905 type of selling the way, 71 00:02:13,879 --> 00:02:16,354 it's selling without pushing, convincing or begging. 72 00:02:17,631 --> 00:02:19,388 If you'd like to see more examples of 73 00:02:19,388 --> 00:02:20,984 the way, check it out in my new 74 00:02:20,984 --> 00:02:22,821 free book call for sale, 75 00:02:23,634 --> 00:02:25,495 can get it at josh braun dot com 76 00:02:25,555 --> 00:02:26,514 slash shop.