For some reason, many of us have the invisible script that “selling = sleazy.”
Maybe it’s that we remember pushy, slimy salespeople trying to convince us to buy something we don’t really need — so we assume that all salespeople act like that.
Wrong, wrong, wrong.
I was recently shopping for some clothes and not finding anything. Just then, the sales guy walked in and offered to help. He went around the store — the same store in which I’d found nothing to wear — and brought back a bunch of clothes, suggesting different outfits I hadn’t considered. Result: I bought thousands of dollars that day.
Did I feel cheated? Of course not — he provided a value and he got his commission.
There’s also the famous study cited by Cialdini in his terrific book, Influence, where he writes about waiters who dissuaded diners from ordering the most expensive item — only to see their tips skyrocket.
As I learned from luminaries like Jay Abraham, that’s why you put your clients first…even if it means taking a short-term hit to your wallet. That’s why I forbid people with credit card debt from joining my flagship courses, even though it costs me over $1m/year. In the long run, it’s the right thing to do.
Today I’ll tell you the story of Cesar, a 45-year-old salesman working on 100% commission in a competitive industry.
He is not some Silicon Valley engineer. He doesn’t work on Wall Street. Yet he used my material with powerful results.
This is how he got inside his customers’ heads, put them first, cut out the competition, and put himself on track to earn $5,000.
$2,000+ a week in commission
Cesar was putting in 60 hour weeks as a salesman for a food distribution company. He was earning $2,000+ a week in commission but couldn’t grow his business. He lacked confidence, and was getting tired of his company always trying to push products.
“It was always about me being desperate”, he said, “trying to sell those products and reach the goals for my company. I was frustrated, customers could see I was trying to push products, and I felt like every other sales person in my industry.”
“I needed to get ahead. I’m heavily invested and when the economy went down I took a couple hits. I’m still in debt.”
Cesar decided something needed to change.
“I’m always trying to improve myself. I bought Tim Ferriss’ Four Hour Work Week on Amazon, and they suggested if I like that book I might like I Will Teach You To Be Rich as well.”
From there he started following my blog and signed up for the free Earn1K newsletter.
“When I saw Earn1K, I knew the value was there, it was just a matter of making the decision and coming up with the money.” Just before I closed registration, Cesar signed up. “I read a lot of the free material and saw the videos and said to myself, ‘if I learn so much from the free stuff, going through the paid program I can learn so much more.’”
You’re going to have to give me an extra $1,000…
Before Earn1K, Cesar was taking sales lessons from his company. “Our company is always teaching us we need to sell this chicken, we need to sell this beef, you just go out there and try and push the items. It doesn’t work. I felt desperate in front of the customers, and they could tell.”
The Earn1K lesson that changed everything was the five-minute straightjacket technique. “I just put everything down and walked away to brainstorm. It was huge. Before, when I was in front of my customer, it was always about me trying to sell him something. Now I put myself in his mind, give him what he wants first.”
Cesar realized that his customers had problems he could solve – and doing so would put them in a better position to buy from him. “If I was going to see X at his restaurant, I knew he was suffering because business was low, so I offered to help him with social media. Or if I listened to him and found out he was having trouble with a specific product, I’d solve that problem.”
Instead of charging an hourly rate, Cesar leveraged this extra work to improve his sales and commissions. “I told them I usually charge $500 to setup a Facebook page, but I’d do it for them for free if they gave me an extra $1000 a week in business.” Social media work also differentiates him from the competition. “I tell them, ‘the other salesperson doesn’t do that. Didn’t I help you with that when you had those problems?’ They kind of feel obligated to give me more business.”
After helping a couple customers with their social media, Cesar is selling an additional $2,500 each week – that’s another $100 in commission. Just over $5,000 a year.
“I’m in the process of up selling them”, he added.
I’m more confident at work
“After I did the whole program with Ramit”, Cesar said, “I’m kind of a different person. I’m more confident at work. I can value myself more because I give more to my customers. I can say ‘of course, you’re going to pay more to me because I do this and that for you.”
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