Paul Castain's Blog

What Every Sales Rep Can Learn From The Tactic That Was Used Against Mark Zuckerberg

Posted April 11, 2018

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A brilliant tactic was used against Mark Zuckerberg during his testimony yesterday.

Sen. Dick Durbin asked Zuckerberg, “Would you be comfortable sharing with us the name of the hotel you stayed in last night?”

“Um” long pause “No.”

The whole place erupted with laughter over his hesitancy to answer the question but;

Durbin didn’t stop there!

Durbin asked, “If you’ve messaged anybody this week, would you share with us the names of the people you’ve messaged?”

Zuckerberg: “Senator, no, I probably would not choose to do that publicly here.

Durbin then brought it all home by saying;

“I think that might be what this is all about-your right to privacy, the limits of your right to privacy, and how much you’d give away in modern America.”

Gold star Dick Durbin . . . even if your name resembles that of a 70’s porn star!

How Can Sales Reps Use This Tactic . . . Without Being A Dick?

Having a prospect/client grasp your value proposition is mighty important.

Having them relate to it personally can make or break the sale.

“Have you ever rented a car?” 

In a former sales life, I led a team of sales rock stars who sold franchised cleaning services.

The company I worked for, repeatedly and relentless told us to “Sell the franchise concept”.

We understood what that was and we valued it but;

We did a sh*tty job of convincing our prospects WHY this was important so;

I created the rental car analogy that went like this;

Me : “Have you ever rented a car?”

Prospect: “Sure”

Me: “Before you brought it back, did you have it washed and waxed and get the oil changed?”

Prospect: “Um, NO”

Me: “I allow myself one silly question per day, why didn’t you do those things?”

Prospect: “Because it wasn’t my car”

Me: “Makes sense and when its something that we own, well, we certainly take better care of it. That’s actually the difference between our services and our competitors. Our competitors will send and hourly employee in to clean your office. We send a business owner. Who do you think has more interest in the success of the relationship?”

I found that once our prospects could personally relate to our value proposition, our sale fast forwarded across the finish line.

“Have you ever had a Red Bull?”

That’s what I ask people who are looking to hire me to speak at their sales events.

They typically answer “Sure”

Me: “Did you feel a boost in your energy level?”

Prospect: “Absolutely”

Me: “And that energy level lasted for the rest of the year?”

Prospect: “Try a few hours.”

Me: “The average speaker will come in and give your team an intense ‘rah rah session’ but its like drinking a red bull. You get that adrenaline rush and you feel really good at the time but;

Then you go home and you have that debilitating crash. Why? Because there was NOTHING that trainer put in place to kick in AFTER the speech. No actionable tips, homework, accountability partners, etc.

Here’s how a better scenario would play out . . .”

So the tactic at play here is to have them personally experience the point you’re trying to make.

Make sense?

We’re going to be talking a lot more about your sales messaging during our 50 Ways To ROCK Your Cold Calls, Emails, and Sales Messaging webinar.

It all takes place on Thursday, April 19th, at 11:30 am EST.

Here’s what you’ll gain by joining us;

  • A 4 Step Messaging Framework That Works With Emails, Cold Calls, Snail Mail, LinkedIn, Etc
  • How To Capture Your Dream Client’s Attention In The First Sentence Of Your Emails, Cold Calls and Voicemails
  • My 5 BEST Sales Email Templates
  • How To Create A Really Effective Phone Script WITHOUT Sounding Scripted. I’m Also Going To Send You The Template.
  • How To Use “Potato Chips” In Your Messaging To Make The Recipient Hungry For More
  • 12 Tactics That Reduce Doubt, Skepticism, and Objections
  • How To Create A Very Different “Call To Action” In Your Emails, Cold Calls and Sales Messaging.
  • 4 Voicemails (With Templates) That Will Help You Stand Out
  • How To Create A Prospecting Cadence That Mixes Phone, Email, LinkedIn, Snail Mail, Etc.


April 19th at 11:30 am EST

What Do You Get?

(1) 90 Minute Webinar


Webinar Replay In Case You Can’t Join Us Live or You’d Like To Review Again

5 Email Templates

1 Phone Template

4 Voicemail Templates

How Much?


Please click HERE to reserve your spot and/or to receive the webinar replay if you can’t join us live.

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Castain Training Systems
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Paul Castain, Founder & CEO

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