078 | How to have the Perfect Sales Call — The One Key Ari Galper Says You Must Have

Patrick: [00:00:00] What if everything you’ve learned about sales is actually working against you? What if the harder you try to prove your value, the more skeptical your prospect becomes? What if the real key to closing more deals isn’t about persuasion, but about trust? Welcome back to another episode of the Vital Wealth Strategies Podcast.
I’m your host, Patrick Lonergan, and today we’re diving into a game changing conversation about sales, one that will completely shift the way you think about selling. Joining me is Ari Golfer, the number one authority on trust based selling, and the author of seven bestselling books. Ari has helped thousands of entrepreneurs ditch outdated sales tactics and replace them with a trust driven approach that not only feels better, but also works better.
In this episode, Ari shares a pivotal moment that changed his entire approach to sales, one that revealed why most entrepreneurs unknowingly sabotaged their own deals. We’ll uncover why traditional sales strategies are [00:01:00] failing, how to build trust instantly in the exact steps to move from chasing leads to closing high value clients effortlessly.
A quick heads up before we get started. At vital strategies, we help high income entrepreneurs keep more of what they earn. If you’re tired of handing over six figures to the irs, head to vital strategies.com/tax. Let’s change that. If you’ve ever struggled with sales or dreaded hearing. I need to think about it.
This episode is for you. Stay tuned because Ari is dropping powerful, actionable strategies that you can start using immediately to transform the way you sell. Ari Galper, thank you so much for joining us here today. I’m excited about this conversation. You are the, the world’s number one authority in trust-based selling and the author of seven bestselling books.
Uh, we’ll get into those in, in a minute, but to thank you so much for, for joining us today. My pleasure. Really looking forward to this, Patrick. So are I think about the entrepreneur and the challenges they’re facing. Uh, you know, sales are the key to [00:02:00] generating revenue to, you know, if we don’t have revenue, we don’t have a business.
And so, uh, none of that happens until we go and sell something. So I, I think this conversation is so relevant for our, our audience. And when I think about the problems that we, we typically face when we’re looking at sales is. It just costs me money, right? If I don’t have a good process, I am, I am losing money.
Not being able to convert those, those prospects into paying customers. And, and then it just feels hard, right? Like, I don’t know how to go about creating a sales process. When I think about sales, it seems like it’s a dirty word. It reminds me of a used car sales lot. I just, you know, I kinda wanna run away from that.
And then, then finally, I, I just don’t feel like it should be this hard. Like I should be able to connect with you as an individual. If I’ve got some value and you have a need, we should be able to, to get that, uh, across the finish line. So, uh, I’m, I’m looking forward to, to digging into to those things today.
For sure. So, Ari, if it’s okay, can you just give us a little bit about your background? I know we could go check out your books, but I’d like to just hear, [00:03:00] uh, how you’ve positioned yourself as this, uh, trust based selling expert.
Ari: Yeah, so there’s a story that happened to me at an event that’s pretty pivotal.
I’ll share the quick story now that I think will anchor today’s conversation. Mm-hmm. So I used to be a sales manager of software company years ago, and I managed about 18 reps underneath me. We lost the first online website tracking tools like Google Analytics. You know, we track website behavior. Uh, we were bought out by Google eventually, but I left before that part, unfortunately.
But I was managing that growth of that business. Uh, the big opportunities came across my lap from the website. I got the big deals and. The whales came to me, the middles came to everybody else. So there’s one opportunity came across my desk. I, I took a phone call, inbound call from the website. Great conversation with this guy.
He’s part of a huge organization. You reckon he’d recognize the name? They have a huge amount of websites around the world. And, uh, he agreed to a conference call with myself and his team to walk through a demo of our product. And it was such a big opportunity. And Patrick, if I close this one deal, it would, [00:04:00] it would double the revenue in one transac.
How big it was. Big, big sale. So the day finally came Friday afternoon at four o’clock and my conference room with my CEO closed arm behind me, big round conference table. The old school speaker phone. Remember the Star Trek ones with the three legs on it? Um mm-hmm. Hit the speaker, speaker button, dial tone comes up, dial the number.
My guy says, Hey Ari, quick conversation. He says, Ari, let us tell you who’s with us, the line today. I said, great. Next thing I hear is, my name’s Micah. I’m CEO. I was like, oh, perfect. My name’s Chris. I’m head of global it. Perfect. My name’s Julian, head of Global Marketing. Amazing. Everybody on this call was a decision maker.
It’s gonna happen. It’s gonna happen today ’cause they’re all here. So I introduced myself, had them all log in back then to kind of old school webinar model and we, we logged into on their weather websites. We put our tool on and our show and live what it looks like to see real time stats, right? So we log in, I start showing them how the whole thing works.
I of this noise on the phone call. Like, [00:05:00] wow, this is great. This is amazing. I can’t believe it’s this information. They started asking me all kinds of questions. How do we use it? How do we install it? There was so much chemistry on this phone call. It was like a love fest on the phone. Mm-hmm. You know what I’m talking about?
Yeah. Yeah. They got the questions, you got the answers. It’s like, it’s perfect. I got the high five with my C on the corner of the room going. Nice job. I mean, there was some miss in myself. This is the dream sales call. An hour goes by, the call comes from the end, and my contact to me, Ari, we love this. This is amazing.
Look, give us a call a couple weeks. Follow up with this and we’ll move this thing forward. I was like, oh, thank you, God. I was praying. I was so happy, you know? So I said my goodbye. I took my hand, reach for the speaker phone, hit the off button by complete accident. I hit the mute button instead of the off button.
I just clicked the wrong button and they thought I clicked. Hung up the phone. A small clip. Happened on their end and I pulled my thumb back for a couple seconds. If they probably left the phone call, they started talking [00:06:00] amongst themselves. So what would you imagine I would’ve heard in that call? And given we just got on the phone
Patrick: with these people loving everything, I would assume that they’re talking about how great everything is and how they can’t wait to get started.
But I’m, I’m assuming you’re gonna add a twist to this thing. Well, that, that’s what I was expecting as
Ari: well, but I’ll tell you what, this head verbatim word for word, I’ll never forget it. While we’re all here today, here’s what they said. I said, we’re not gonna go with him. Keep using him for more information and make sure we shop someplace else Cheaper.
Knife in heart twist. I was in a state of shock. I was like, what? After all that, I snapped out of it. Hit the off button. Well, the wall is on myself. What did I do wrong? I was competent. I was professional. Mm-hmm. I wasn’t pushy, I was nice. I did everything by the book. I was taught throughout the years by the gurus and the books of myself, the sale manager I used to have.
And here this happened and I said to myself, what went [00:07:00] wrong? And I realized that they were afraid to tell me the truth because I was focused on the sale. They were holding back on what the truth of the situation. And I realized that moment, the selling has become a dysfunctional relationship. I’ve gotta entangle that to allow trust em emerge to end that sales game that we all hate when we lose a lot of money.
That’s kind of the story behind the trigger of trust based selling, if that
Patrick: makes
Ari: sense.
Patrick: Yeah, yeah. No, I, I love this ’cause I, I just think about sales processes in general. I think about, you know, even our sales process, I think about our client sales processes and generally there’s, you know, there’s this funnel and, and we’re talking a lot about trust and it’s like.
Deliver value first. And uh, I’m just curious to hear, you know, what, what is the alternative to that? You know, because it seems like that that’s a, a decent way to go, is like, Hey, I’m gonna, I’m gonna provide some value. They’re gonna see how valuable we are. They’re not gonna be able to live without us, and they’re gonna start giving us money.
So, uh, yeah. So [00:08:00] how do we, what is the plan to, to start working around just showing up and delivering that? Here’s
Ari: the thing. Value has become commoditized. Mm, they can’t discern the immense value that you provide until after they’re a client, not before they’re a client. So you’re attempting to persuade them and prove your value is what they don’t want for you, which is selling them you.
To them. It’s exactly the opposite of what you should be doing. So has education been commoditized? So what you do is you replace all of that with trust instead. It’s a different concept because we’re be trained to, to over deliver our values. We think they want value from us, and the irony of the whole thing is they don’t really care about how you solve their problem.
All they care about is are you the one to solve it or not? And they’re judging you, hiring you, not based upon your offer, but based upon your approach itself. [00:09:00]
Patrick: Yeah.
Ari: So if you’re trying to convince, persuade. Kind of the fake relationship stuff or poor, how’s it going? Nice, nice, nice, nice fish on the wall kind of thing.
They know it’s a game. Mm-hmm. And they’ll be nice to you, but you’re gonna get a lot of this at the end of your calls. I like to think about it. Thank you so much. This is great.
Patrick: So, uh, trust is a split set of decision, right? Like, like people really quickly figure out if we have trust, if they can trust me or not.
How do we go about. Building that and how does that happen? Like that? That seems like the mystery that we need to unlock. Right?
Ari: So correctly they’re, they in a split second, emotionally at their gut level. They’re hiring you, not intellectually, but at their gut level. They’re trying to fecal their way through your conversation to see if they can trust you or not.
So your job is to shift to more of a doctor patient conversation, less selling conversation. Your job is to unpack their, their problem at a very deep level. Peel the [00:10:00] onion back where you do what I call the cost of an action. You help ’em understand the loss or the impact of their problem. They ask this question, yeah.
Is this a priority for you to address funds and for all? If you could live inside their problem, then you build trust for them because you’re not some of the solutions. See, most people, what they do is when they, they qualify someone, their brain goes, oh, perfect. Then they go right into solution mode. The trust is built when you’re down below what I call the iceberg in the problem center of the world, not the solutions part.
And that’s the whole mindset shift towards centric to problem
Patrick: centric. Yeah. Yeah. No, this is very interesting. ’cause I think about, let’s just think about my, my personal situation, going back to the doctor analogy, right? I can put off things I’m excited about in the future. I can put off, you know. Looking good on the beach, like that’s easy to put off.
If my finger is cut open and bleeding and [00:11:00] needs stitches, I’m not putting that off. I’m going to solve that problem first before I I do anything else. Right. So it’s super, it’s easy to delay a, uh, exciting future. It’s really hard to delay a painful present. Right. That’s a good point. So, because most people
Ari: sell the future mm-hmm.
They say, lemme tell you what we can do for you. We can do that, we can do this, we can do that. We can scale your business, we can grow, we can, and the guy can’t think past tomorrow. All we can think about is current problems now. And we get so lost from that connection level because we aren’t present with them.
And that’s what happens a lot from the expert sale mindset where you know your stuff so well. When you hear their problem, your system goes, I can fix that. No problem.
Patrick: Yeah. Yeah, I love it. So how do we go about unpacking their problem? How do we get to the point where they’re, they’re happy to start, uh, telling me what the issues are, are in [00:12:00] their, you know, their business or whatever, uh, arena we’re, we’re talking
Ari: about.
Great question. So we have something we met to call the one call sale model, which is now patent pending, and we have our unique process for this and languaging around this to help build that trust and be that doctor at, hello. So I’ll give you a sample of it right now. S say on Zoom for the first time, and as a lead from your system or whatever.
Mm-hmm. So most people start it with, well, we’ll brought in today. Tell me about you. I’ll tell you about me. Like this, kind of like goes left and right, left and right, trying to find a center somewhere. So how we started is this. We say obviously nice to meet you John. Nice to meet you as well. And here’s the opening phrase you say.
If it’s okay with you, if you wouldn’t mind, can you take a step back for a moment, walk with your background, your situation. Up to your current business concerns, and we’ll go from there. Would that be okay with you, Mike? Mm-hmm. You take a fingers like this over your mouth, sit back like a doctor and listen quietly.
Show them visually you’re not talking today. It’s not about you, it’s about them. Then they’ll describe the [00:13:00] problem to you and now you’re not. Your job isn’t to try and solve it. Your job is to crystallize the core issue. So when they’re done speaking, you say, so what I’m hearing is your core issue is X, y, Z.
Is that right? He goes, yeah, exactly. Then you say this question next, you say, how long have you been concerned about this for? Yeah. What have you done so far in your own trying to resolve this? Then you go into the, what I call the COI, the cost of an actual. What’s it costing you right now? Either risk level or impact level or profits or whatever, not to solve it, which is reversing during the problem.
So you go through a series of questions, Patrick, it takes you below the surface. To a level where they’ll open up to you, they tell you the truth of their real problems.
Patrick: Mm-hmm. Yeah. I love it. So I’ve got a question about digging out the problem. Yes. Do we work on a list of problems and then we sort of take a look at that list and ask follow up questions to the things that they’re, they’re, they’re putting on that [00:14:00] list and then we come back and we, we highlight what we.
What they think is the key issue, or no, you don’t do what they,
Ari: what they think is right. You, you help them crystallize and simplify and determine what the most important issue above all is. It’s too complicated to to jump back and forth in multiple issues. It gets too complicated, then they wanna go think about it.
You gotta help them identify and ask them, what is the top priority, the top issue right now that’s costing you the most money or the biggest impact to your team. What’s the one issue for you? If you fix would go away, you’d be very happy. So we have them focus and simplify the dialogue around one core problem.
Mm-hmm. Then from there we go down the iceberg with them. ’cause that’s the single decision they can make is on one problem alone. Too many, they can’t decide on the spot.
Patrick: That’s the problem. I love that. And there’s some, I think about there’s been research done on organizations and when they have a.
Primary focus, you know, a priority. And priority means one, right? You can’t have three priorities. That doesn’t [00:15:00] make sense. And so as, as an organization’s, uh, number of problems they’re trying to solve expands the lower, the number of things they actually complete. Uh, I think if they have one to three, they get like 180% of those done.
If they have like five to seven, they get none of them done ’cause there’s no focus. And so I love that you’re like focusing on this key issue that’s going to be the number one thing that, uh, will set them free in, uh, whatever’s going on in their lives. Here’s the thing, so
Ari: we live in a complex world right now, a fragmented world.
The more complexity you add to the conversation, the less they can make the decision to solve it. Your job is to simplify, not make things more complicated for them. Yeah, they need simplification to make the decision to hire you on the spot. If it’s too complicated, they’re gonna say this to you. I wanna think about it.
Patrick: If you’re getting value [00:16:00] from this conversation and want to go deeper into keeping more of what you earn, check out vital strategies.com/tax. Just like trust is the foundation of high value sales. Having the right tax and wealth strategy is the foundation of long-term financial success. We work with high level entrepreneurs to optimize their tax and wealth strategies so they can build lasting wealth while keeping more of what they worked so hard for.
Learn more@vitalstrategies.com slash tax.
Oftentimes we, and you can, you can coach me on this. This is a masterclass. I appreciate this. This is something that people are gonna have to watch on, on YouTube as well as listen to. But, uh, if somebody tells me they need to think about it, usually I’m, I, I sort of stop them and go, that’s totally fine. Um, but generally when people tell that to me, there’s, there’s a problem that they have, and I’m, I’m okay with a.
This isn’t a good fit, but what I’m not okay with is a maybe. And so if it’s not a fit, that’s all right. You know, just let me know and [00:17:00] we can either talk through that issue or we can just, um, we can just end this conversation now and it we can just each go on our way. So I dunno if you have any thoughts on that, but I, I like to sort of try to nip that in the bud instead of like letting it carry on because I, I know that means it’s dead, you know, so I’m like, I’d rather bring it to discussion right now or just call it dead and be, uh, be done.
The whole fit
Ari: concept. It does not relate anymore. Today’s world is that about if are we a fit? It’s about do you want to solve your problem or not? Yeah. It’s problem centric, not are we gonna get together and become friends? See, the old model was, oh, let’s see. For a fit, you know, you tell me about you.
Tell me about me. Let Kumbaya, if we’re fit, wonderful, we’ll work together. But that’s such. That’s so overdone. Everyone knows that’s a sales game. Okay. Yeah. So the decision at the end is, do they want to solve their problem or not? Now, if they say to you, want to think about it, [00:18:00] that’s indicative of you either over educating mm-hmm.
Making these too complicated, or not showing them a roadmap, a visual way. Mm. To how you solve their problem. We had created this concept called the sales roadmap, where you show them visually what your process is to solve their problem prior to the offer of your services. So it could be possible. You presented your services and pricing to agree, mature.
That process was triggered. I wanna think about it.
Patrick: Mm-hmm. Got it. Yeah, I love that. So. Thinking about the roadmap. Um, and I, I love this concept. I, because I, I think if people have a problem and then they have a clear, clear path forward to solve that problem, uh, it’s, it’s easy to take action. You know, because then their, their options are, I.
Do I wander back out into the wilderness with my problem and no clear option to sell it [00:19:00] or solve it? Excuse me. Or do I just take action today and, and move forward? So, uh, can you tell me a little bit more about that, that roadmap and how, ’cause here’s where my brain goes. You know, sometimes when I think about our process, we have a, um.
A clear path forward with a, we’ll call it a meeting schedule. Like, here’s, here’s how we’re going to get to the outcome. Uh, and this is what it’s gonna look like each step along the way. But there’s sometimes that people have a unique problem that I maybe don’t know the answer right now. You know, again, we, we go through the same process regardless of the, the issue, but sometimes it’s going to take us maybe four or five months to really be able to crystallize the solution for.
That particular issue. So I dunno if you have any thoughts or comments on that, but, uh, that’s, that’s something we run into regularly.
Ari: Yeah. Yeah. So the idea here is you don’t claim you can solve their problem for that first meeting at all. You [00:20:00] show them what your process is to get to the solution. So if you have like a discovery process that requires a few months first mm-hmm.
To unpack, uncover, look at statistics or whatever. That would fit well in the roadmap concept. When I say roadmap, I mean a left to right visual tool that shows them each phase of the process they have to go through to get the result that they want. See, most people have that in their brain and they explain to people, say, here’s what happens next.
Bring me this. We meet together, meet my team, we onboard you, and then it goes in one ear out the other ear. But when they see it visually. They believe you. When they hear it, they don’t believe you. It’s really strange. But when they see it, they believe it. And what that shows them is you have a process of success where you won’t drop the ball because you’re forced to follow a linear model.
And people find relief and peace in seeing a linear visual process that shows them how to solve their problem. And then you can [00:21:00] say to them this, what are your thoughts on the roadmap, John? Don’t ask. Just don’t ever say if you have any questions. That’s the worst thing ever. Ask somebody ever just say, what are your thoughts on the roadmap?
Guy goes, mm-hmm. Makes sense. And you say, where would you like to go from here? Here you create space every step of the way where they’re walking into it, you’re not trying to close it. And then he says, you will. How do you work from here, Patrick? And you say, it’s real simple. From here. We scheduled time right now, have you come back, start with phase one to do the discovery process as the initial fee of X to do that, and then it’ll give you all of our time to map this out for you, give you clarity on where to go next.
And you say, what are your thoughts so far? So you kind of let them step into it versus you try and force them into a Yes.
Patrick: Yeah. I love this. I love this. So I think you unlocked a, another question I had is, it sounds like there’s a, a fee for the, we’ll call it the [00:22:00] analysis. ’cause sometimes again, uh, let’s, let’s do the analysis before, and then from there we’ll give you a, an action plan.
And you can either take and run with it or we’ll, we’ll execute on it for you, you know, um, and. Can you walk us through maybe sort of the steps of, of how that process can unfold? Yeah. That’s
Ari: called that second model. You just scale. You just gave to me, is called free consulting. Yeah. Where you spend your time, you try and quote, deliver value, and you close your eyes with hope they pick you.
To me, that seems kind of like the hope you model. You kind of hope they’ll all work out at the end ’cause you’re so good at what you do. Right. As opposed to if you work and building trust with somebody first. They see a seamless process with you in a roadmap. They will pay you to work with you at stage one.
Mm-hmm. A fee of some sort. It could be nominal, just put their foot at the door and commit to you to say, Hey, that fee of 5K includes stage one through three, [00:23:00] includes my team meeting with you, the analysis, the report, all the work involved with that is included in that nominal fee. The word nominal is key Nominal fee, one time fee.
Very simple. Keep it simple and easy for them to engage with you. ’cause once they engage with you and pay you, obviously, you know, the odds go way up that you got them for life or long
Patrick: term. Yeah, I love this. So one of the things I think about trust is there’s a book called Influence the Psychology, or Persuasion by Robert Alini.
I believe that’s how it’s pronounced. Uh, it might be Chaldini if I were Italian, but, um, I think of some of the things that he, he talks about from a. Uh, behavioral point of view, like how do, how do you influence people? Uh, you know, you, because I think you highlighted something, you know, contrast, like the words we use really matter, right?
When I call it a nominal fee, even if it’s $10,000, you know, um, $20,000, $5,000, you know, that, that, that sort of puts a frame on it. Oh, one more, [00:24:00] one more quick
Ari: tip to interrupt you. Yeah. Please don’t ever use the word again. Thousands of dollars. Use the letter K. 5K. 10 K. 10 K. Yeah. 12 K, 13 k. It’s when you use the word dollars, they visualize on the di their bedside, the dollar bills on their bed.
When you just say, K. Yeah, it’s a single number. Just
Patrick: fy But go ahead, keep going. Yeah, no, no. I, I love these tips. These things are, are magical. And I remember the first time I was negotiating a real estate deal and I put, uh, a label on. A medium term of five to seven years, you know, that was the term I wanted.
Um, but sometimes people would, uh, think, oh, well it wasn’t a long term. If a short term was like three to five years, you know, that was still suitable for me. And so I was like, wow. I was shocked at how, when I put, uh, a term on something, uh, and then would say things like, typically. Typically [00:25:00] means everybody do does it right?
It’s created this social proof. And so, uh, some of these psychological factors start to play in and it’s shocking how it affects people and they have no idea how it’s impacting them. So, yeah, I, I’ve heard some of those in, in our conversation so far, and I think this is, uh, this is brilliant. So, uh, any of those you wanna sprinkle in, please feel free to, to keep adding those.
That’s great.
Ari: Um, but I, I think what you’re trying to say is, um. How do you sort of, um, yeah, streamline everything to, on the quote, see, uh, the way I view it is this, your first meeting with somebody, if you build trust with them, is the onboarding meeting. Mm-hmm. You’re onboarding them into the first step of your process at a paid level to work with you.
Everybody else will be doing what? They’ll be over educating through your free consulting, allowing the process in the hope at the end. Once relationship is built, they’ll sign up. So this model [00:26:00] is relationship building is built post-sale, not pre-sale, which is so contrarian to selling because we’ve been taught that our job is to build a relationship with someone, right?
A relationship take time. A lot of time. Who’s got time? When you’re being shocked, you’re a commoditized industry right now, and they’re chopping you. There’s no time. You’ve got one opportunity to build that trust. If you lose that trust or don’t do it right the first time, you’ll be chasing ghosts the rest of your career.
Patrick: Yeah. Yeah. I, I love this. So just going back to, ’cause it really is a mind shift for me to go from the, uh, we’ll call it the pharmacist to the doctor mode where I’m, I’m really unpacking the problem and, and you gave us some real key insights on, you know, just listening. Because I feel like I need to take all my sales scripts and like chuck ’em out the door.
You know, I, I don’t need those anymore. I need to just be a good listener. Um, and then create a, a roadmap that, [00:27:00] that’s, shows the solution to the problem that the prospect has. Is there anything else we need to add into that, that discussion to, uh, just get clear on the sales process? You know,
Ari: you’ve just beautifully the way you described it and distill it down, but if I can encapsulate what you just said and it might sound a bit disruptive.
I would say sales skills are the last thing people need in this economy. They don’t need to know how to sell anymore. Sales training is horrible out there. It’s the worst thing for the scenario we’re in. Instead, you should develop trust training and trust coaching. Teach for people how to build trust for these prospects, not selling skills.
People know how to make a phone call, how to take a contact someone. It’s the languaging, it’s the art. It’s the mindset ship, the doctor patient that has to be embedded in the organization to apply this across the whole company because mm-hmm We’re not a commoditized economy. It’s what I call a trust [00:28:00] recession where every company’s being shocked right now because the consumer can get information online so it can B2B.
So you can’t just behave the same way you’ve been doing it pre covid, trying to present to them your solution. ’cause they know the game and they’ll be nice to you. But at the end they’ll say to you, sounds great. I’ve, I’ve been so helpful. Thank you so much. You’ll be like, what? We had a great meeting.
Mm-hmm. We’re a great fit. Why aren’t you committing? Because your, your approach to them was not trust-based.
Patrick: Yeah. Yeah. No, this is brilliant. Now, I, I think one, one thing that I’m thinking about is like, Ari, you’ve been featured in CEO, Forbes, Inc. You know, all of these. Publications. I think today. You said you were speaking at UCLA.
I look at that and I’m like, of course people trust Ari. You know, he’s got all these amazing things, uh, in his resume that, that he’s done. And so I know he’s an expert in the field. Is, does that play in, [00:29:00] does my LinkedIn profile, do people look at me online and go, okay, cool. I can see all the cool things this person’s done.
That helps transfer some, some trust. ’cause there’s some social proof ’cause there’s, yeah. This person’s been out there in the world, or is that not, not necessary to No, you’re you’re talking about a more
Ari: advanced concept manner, which is called mm-hmm. Becoming what I call a trusted authority. That is different than a trusted advisor.
See a trusted advisor. What you are after the sale, a trust authority was yet to become before the sale. Once you’re clear on that in your mind, you realize it’s a different game now. So you’re right. If you can create what I call trust assets mm-hmm. Around your business or around you that help the prospect in advance determine that you’re what I call a category of one, you’ll the only one that can understand their problem game over before the even meeting occurs.
Yeah. And I, that’s what advance the cuts that we teach our clients. We’re more [00:30:00] sophisticated. We help them create trust, access to make sure their breadcrumbs that are, that are dropped ahead of time. So by the time they get to the phone call, it is a real doctor patient conversation.
Patrick: Sure. Ari, I, I love this.
All right. Is there anything else? Uh, I think you’ve done a great job crystallizing the, the shift that we need to make when it comes to sales. It is no longer sales, it’s trust, it’s building trust and, um, being that, that trusted advisor and getting people to commit to the sale, then we start to express our value after they’ve already committed.
Uh, I think that’s, that’s brilliant. And I think that’s also a little scary for people too. But I, I think we can also look at the fact that oftentimes. We’re not getting the results we want, doing the thing we’re doing. So if we keep doing what we do and we keep getting what we get, we shouldn’t be upset by that.
So, uh, it’s gonna take some change somewhere along the way to, to look. Most business owners, teams new, improved results
Ari: are playing the numbers game. Mm-hmm. Okay. They’re playing, they’re [00:31:00] playing this, the funnel, the funnel is put a lot at the top. Spend your time with lots of people. Find qualified ones at the bottom, a few marbles come out.
That’s the current mindset of most entrepreneurs. We operate on a different concept. It’s called a cylinder. It’s less narrow. You only put at the top your ideal clients and all of that come out at the bottom ’cause they trust you. Right. If you get that concept in your mind, then you use the doctor patient model in our A process, then you have a whole different model.
You’re, you’re more of a low volume, high margin versus the opposite tasting leads, proposals going out every day. A lot of pipeline meetings, but very few get closed.
Patrick: Right? Right. Yeah, no, I, I love this. ’cause that’s very much our business, right? Like we maybe close two or three clients a month, you know, any more than that actually is disruptive to our business.
And, uh, and so it’s like we’ve got a regular stream of referrals coming in and people reaching out from some of our marketing efforts. I love the idea of [00:32:00] being able to close more business, you know, and I think these, these. Conversations. This conversation is going to be one that I go take and apply to our business immediately.
This, this is designed
Ari: for low volume, high margin businesses. Mm-hmm. If you’re selling t-shirts to e-commerce, maybe not, it’s all about volume, but if you’re in a service model where it’s trust oriented and one client could be worth to you 30 KA year ongoing, that if you mess that first meeting up, you’re losing that money for your own company.
It makes no sense. Right.
Patrick: Absolutely. Absolutely. All right. This is brilliant. So, Ari, the place that people can go learn more about this is the trust book.com. Uh, it’s a fantastic resource. I’ve spent a lot of time, uh, digging through your website and you’ve got a number of just amazing free resources. I, I almost don’t understand how you give so much free value away.
Uh, the book is available for free. Uh, there’s a webinar, I believe there’s a free consult. It’s shocking how much information you’re, you’re giving away there, but, uh,
Ari: we have different doors that we open [00:33:00] up. Um, and you’ll see the process that we, if you’re smart enough to listen to this and resonate with this, go to the trust book.com, order my book, schedule a consultation, and watch the process yourself, and you’ll see how it’s different.
Otherwise, you’re on the outside looking in, in the window shop going, oh, it’s different, but not that different.
Patrick: Yeah, yeah, yeah. Yeah. I love this. So I think anybody that wants a front row seat to Ari’s process needs to go to the trust book.com. We’ll have links to that in the show notes. Just request the book, uh, that’ll, that’ll show you exactly, uh, how Ari and their, their team go through this process.
And so, uh, I think that’s, that’s great. Ari, anything else from a, a call to action that, that people should check out or is that, that the number one place to go? I think that’s
Ari: the
Patrick: best
Ari: place to start. As you get my book and schedule a chat with us. But I really believe, and I’m, I’m speaking this, this week too mm-hmm.
As I mentioned to a group of CEOs that retreat for UCLA who business school, and the, the biggest topic is about [00:34:00] how to build trust in our society, not just, um, politically but economically. Mm-hmm. With customers and clients across a whole organization from pre-sale to value delivery all the way through to follow up.
And, uh, it’s a real problem out there right now. ’cause most business owners have been brought up in the know, like, and trust model from years ago. It doesn’t layer fits in a commoditized economy where you’re being shopped so that that gap right there is causing millions of dollars being lost every year of selling of sales for a lot of companies.
So I just hope people realize how serious this is.
Patrick: Yeah, yeah, yeah. No, this is, this is fantastic. And, you know, our, our interactions are changing. We’re changing from this, like, you know. Social interactions where we used to actually talk to people one-on-one to, uh, this, this world of, of digital connections.
And it’s, it’s different. We have to be able to build trust quickly. Uh, I think about what that means to entrepreneurs. If they’re, if they’re doing this, they will have more sales, they’ll have more revenue, more profit, [00:35:00] uh, and business is hard the way it is. So why, why not take, um, probably the number one thing.
The most important thing, this is how we started the conversation, but you don’t have a business if you’re not driving sales. So if we can make our sales more efficient, more effective, it’s absolutely a great place to start. And then on the, the flip side of that, if people don’t take action on, on their sales process, it’s just hard.
You just continue to struggle. So many business owners go outta business, and it’s just our mission to, to help the entrepreneur thrive, you know, the, the backbone of the US economy. And so we, we wanna see that happen. And, uh, so Ari, we just appreciate all of the wisdom and guidance that, uh, you shared with us here today, and it’s gonna be valuable for our, our listeners.
Thank you so much. I appreciate it. That’s a wrap on today’s episode. I hope you found real value in this conversation with Ari golfer and that it shifts the way you think about sales and trust in your business. If you’ve got something out of this episode, share it with someone who could use this information.
A fellow entrepreneur, a business partner or friend who wants to close more [00:36:00] deals without the stress. And remember, you’re a vital entrepreneur. You’re vital because you’re the backbone of our economy, creating opportunities, driving growth, and making an impact. You’re vital to your family, creating abundance in every aspect of life, and you’re vital to me because you’re committed to growing your wealth, leading with purpose, and building something truly great.
Thank you for being a part of this incredible community of vital entrepreneurs. I appreciate you and I look forward to having you back. Next time on the Vital Wealth Strategies Podcast, where we help entrepreneurs minimize their taxes, master wealth, and optimize their lives. Before you go, you’ve worked too hard to let the IRS be your biggest expense.
Let’s change that together. Head to vital strategies.com/tax to see how much you could be saving. Until next time, take care. Keep building and keep making an impact.