Paul Castain's Blog

How Sales Reps Can Leverage The Tactic That Was Used Against Mark Zuckerberg

Posted September 14, 2018

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

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 Smug?

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 talk a lot more about this type of tactic during our Closers Academy download.

Have you downloaded it yet?

Here’s what you’ll gain by downloading it;

Session I (Prerecorded View Whenever You’d Like)

*The one question you MUST ask the minute you set the appointment.

*The Pre Appointment Packet you need to get into your prospect’s hands BEFORE your meeting.

*A template that will help you take immediate control of your next prospect meeting (without having you come across as pushy or manipulative).

*12 tactics that safeguard your deal from obstacles, stalls and objections.

*5 Types of questions (with examples) that jumpstart your prospect’s emotions while forging your credibility.

*How to disqualify competitors WITHOUT badmouthing them.

Session II (Prerecorded View Whenever You’d Like)

*The one question you MUST ask BEFORE presenting your solutions.

*3 things to include in your proposals that your competitors WON’T!

*How to keep the discussion from going prematurely to price.

*12 ways to REDUCE doubt, skepticism and objections while keeping your deal moving forward.

*How to keep the attention of ALL of the stakeholders, better yet, how to keep them actively involved in the meeting!

*How to ask for the business WITHOUT getting all “salesy”.

*How to negotiate like a pro!

*A communication plan that addresses THE most dangerous time with your prospects . . . The time between meetings!

Go at your own pace!

Here’s What You’ll Get . . . 

(2) 90 minute prerecorded sessions with over 50 ideas to dramatically improve your ability to get MORE deals across the finish line.

(2) Sets of Worksheets

PDF With 100 Sales Questions


What’s The Investment? 


Please click HERE to get it instantly!

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