Timothy Kenny
A free video tutorial from Timothy Kenny
Author of "Accelerated Learning for Entrepreneurs"
4.1 instructor rating • 86 courses • 114,335 students

Learn more from the full course

Business the Hard Way Vol 1: Sales the Hard Way

Learn the ultimate framework for understanding sales and persuasion using logical argument trees and heuristics.

03:46:43 of on-demand video • Updated June 2016

  • Sell more effectively
  • Understand the deep structure of sales
  • See past the fallacy of "emotional sales"
English [Auto] Welcome in this course you know learn the truth about sales and this is one of those subjects that's most confusing to so many people who are already in business or who want to get started in business or are working inside a company in sales and you wonder what's really going on with sales. Why is it so difficult. And that's what this course is going to teach you it's going to teach you. What are those things that nobody really explains in the sales world and how do they really work at a fundamental logical level. One of the big things one of the big lies about sales is that logic doesn't matter and that all that matters is emotions. And what this misses is that people feel emotions in a logical way in the sense that they bear their real emotional reactions make sense. They may not make sense to you but they do make sense and they do have a logical progression. So that's one of the major things we're going to talk about and really how to use logic to structure what you're doing when you're selling because all selling really is is making an argument. And there's a lot of different things when we talk about sales we're talking about all these different things we're talking about influencing people persuading people making an argument. Logic. We're talking about manipulation whether that manipulation which has a negative connotation meaning not in the other person's best interest but really when you're influencing somebody you're never going to know a hundred percent. Is it in their best interest or not. There's infinite options that somebody could take. You're never going to really know which whether yours is best or it's almost best or whatever. So manipulation has that negative connotation. And with ethical SALES What you're looking to do is create a win win sales influence charisma fund raising. If you're working in a nonprofit retort or retorts and rhetoric trade barter negotiations all of these things fall under what's involved in sales and the same skills that you use in sales you're going to be using in those domains also in a lot of the skills transfer over. So part of the reason why sales is so difficult to understand is because it's never taught without logical foundation which is what you're going to learn here. And that's not logic as opposed to emotion that's logic. In addition to motion the logic underneath emotion that helps you make sense of it all. So the first part of this course is you're going to learn how to build an argument map and what that means is up here at the top is by my thing or donate $10 to the Red Cross or whatever it is or hire me. OK. All those things fall under that main argument and then you have your sub arguments and then ultimately gets down to the evidence that you're providing. And sometimes that evidence is emotional or it uses heuristics of various types. Just your confidence in yourself is a piece of evidence that shows that you're a trustworthy person and that your organization is trustworthy if you believe in your own stuff. If you don't believe in your own stuff then you cross that out. That's not going to be an argument in your favor and they're less likely to buy. So that's the sort of logical framework you're in a get which is not taught anywhere else but is going to give you a very powerful framework to understand how sales works. The second piece is heuristics and this is another thing when people fall into that sales is an emotional game fallacy. What they don't understand is people make decisions based on her wrist sticks. What are heuristics heuristics are rules of thumb. Rules of thumb about who seems credible somebody who comes in wearing a suit or dress professionally is going to seem more credible in a business environment that somebody comes in dressed like a hobo. Whereas in other situations purposefully dressing down may work. So you see in presidential campaigns one candidate is traveling around to different parts of the country when they're in a rural area. They roll up their sleeves. They'll put some jeans on. Wearing this when they're in the city that would get into their full suit. So people present themselves differently because that's a heuristic that people use to to make the argument or believe the argument that this person is like me. Therefore they care about me. And they will represent my interests as a leader. So there's a lot of different types of heuristics we're going to talk about bias these fallacies we're going to talk about what sort of evidence people give credibility to. And you're going to get a framework for that. So part of the reason people think that sales is an emotional game is that of a logical game is because oftentimes people are more persuaded and they give more credibility to a story than they do to statistics. Definitely didn't spell that right but the statistics the story outweighs the statistics. OK. And so that doesn't logically make sense but it's a heuristic that's predictable. So you have to understand when you're providing evidence for your argument you have to know how much credibility your specific audience is going to give to that argument. Now in some situations these sort of heuristics don't apply or people have special training so that they don't fall victim to those biases or fallacies or heuristics as much as other people do. So this is based on what the situation is in a scientific peer reviewed community. You're not going to be able to use or a story may not be as valued as a statistic So it depends on the situation you have to know who you're selling to who you're making the argument towards. The third thing you're going to learn in this course is about hidden desires and information. So when you build out this map you're going to have all these arguments here in Imake based on the benefits that whatever you're selling can provide the other person. The problem is you don't always know what the other person cares about. OK. So hidden desires are things that maybe at a subconscious level somebody desires but they're not really aware of it. And oftentimes the best salespeople part of the reason why they're good is because they understand OK that person may not be buying that car just because they want something that's reliable and is going to get a certain mpg. They may be doing it for status they may be doing it to bring some excitement back into their life or to show off to a certain person or to feel young again. So if they're buying the vehicle for that reason you might sell that one car to one person differently than another person. So this is where learning really comes into play. How do you learn about who your prospective customer is and at a group level when you're using mass communication whether it's a television ad or you're writing something on a Web site or it's individual sales where you're it's you and one other person or you and a group of people could be a family it could be a board of directors maybe you have a decision maker as well as a bunch of other people who are in the group. So you have to understand what sort of hitting desires are out there what sort of his hidden desires. Does your decision maker have and also just how to get information that's going to tell you which argument to make which arguments to focus on. So this is a really important factor because people are going to make their decision to buy or not to buy based on different reasons. And so you have to know what are they what are what do they care about. And then only make the arguments or only focus on the arguments that are going to tip them over towards deciding yes this is for me. So. And oftentimes you know we'll talk about objections also. You want to be able to predict the objections before they even come up and make those part of your argument so that objection you answer that objection before they even raise it. So this course right here is going to give you a framework for how to understand sales at a logical level at a level where you're no longer confused about what's really going on. Why am I saying this why am I saying that. And it's also going to give you a very good framework for modeling successful salespeople. So if you're part of a sales team you have the ability to observe a sale on YouTube on a video or in person. This is going to give you a very strong framework to be able to model a successful sales person who may be a colleague maybe somebody who you look up to or who is a mentor and you're going to be able to deconstruct what they're doing and put some labels on it so you understand what's really going on is a very powerful course. This is something that I put a lot of time into and there's a lot of ideas here that you've never heard because they've never been taught in the sales community before. When I was first learning sales I had I was just really confused because this stuff didn't make a lot of sense. And what ultimately helped me develop this framework was studying the science of logic studying the science of argument and some very recent developments just in the last few decades that had where they've developed these visual systems for representing arguments representing persuasive arguments and I've taken that and I brought it over to the sales world so you're not going to see this anywhere else. It's a very powerful framework and I look forward to seeing you inside the course.