A few years ago, I applied for a position as director in a local company.
Things went pretty well and I got to the final interview with the Managing Director.
He therefore gave me an appointment in a five-star hotel in Paris, at 8 p.
At that time, I was not necessarily used to this type of hotel, I had never been there simply.
And I said to myself, “Since it's 8pm, we're probably going to have dinner together.
So, fatal error, I didn't eat almost all day while telling myself “Ok, I save myself for the evening.
It is not every day that I go to a five-star hotel and therefore necessarily during the interview we will certainly be eating.
I arrive for the interview, I meet the Managing Director seated on a beautiful chair.
He ushers me in with much courtesy, makes me sit down, he asks me what I want to drink.
He himself had a lemonade.
In a polite manner, I say to him: “No, thank you I don't need to drink, I'm not necessarily thirsty.
” I did not know that I had just refused the only offer that he was going to make.
And there was never any food that landed afterwards.
But what landed thereafter, were questions.
He started asking me a lot of questions and we started the interview.
I have a rather good experience with interviews, I know roughly how to conduct them therefore, I was rather at ease.
Until we come to a question he asked me: “What kind of movies do you like watching?” And it's true that I am quite a film buff, (at least I was) because now I don't have time but at the time I used to watch a lot of movies, I even had subscriptions to movie theaters.
So every week I pretty much knew the latests.
So I told him about the latest movie that I liked, with great enthusiasm.
He said to me, “Okay, can you sell me that movie? Sell me that movie so I too can can run to watch it in a movie theater.
“And there I was a little .
I did not expect this type of questions, I had never been asked such.
It’s true that I have an engineer background so I wasn’t necessarily used to business issues like that.
Because this is a question that is still classic in commercial circles, but I obviously with my engineer background had no idea.
Even so, it is true that in my function as Director, a large part of the activity consisted of making sales, meeting clients to sell them my department, my unit and the services we provided.
So, faced with this question, I obviously had to improvise.
But beyond the answer I gave, I realized that this is one of the questions that poses the most difficulties to anyone in business because during my training days, I like to ask the participants this question by asking them to sell me an object.
It could be a shirt, it could be a watch, it could be glasses, anything a notebook, a glass, a table, a projector .
Any object that I find in the room provides a base for that exercice.
And so I too ask you the question, you who may or may not be a film buff, who has certainly already watched a movie that you really liked, take a few seconds and think about that question.
How would you sell that movie to someone if you were the promoter? It turns out that behind this question in reality, the fundamental underlying question is: “How do you sell something?” And of course, you know it very well if you have been following this channel for some time, that I use to say that the greatest skill of an entrepreneur should be his ability to sell.
If you can't sell, there's no point being on the market, you may as well going back home.
Those who cannot sell will end up closing.
And this is one of the reasons why a lot of businesses are closing today.
It's because they don't know how to sell their products.
In this video therefore, I offer to answer this question by sharing with you three fundamental principles that you need to be able to establish in your strategy so that you can sell more of your products.
And then of course, I will respond by giving you the fatal error many people make when it comes to selling something.
And there is a very good chance that you made yourself when you tried to do the exercise that I just gave that is, to sell a movie.
But you can replace the movie with a completely different object.
I know there is a very famous example in a Leonardo Di Caprio movie in which one is asked to sell a pen.
He hands someone a pen and says, “Sell me that pen.
” This example today went around the world, everyone just likes to take this example.
During my interview, I was asked to sell a movie.
But behind of course, the ideology is the same: “Sell me a movie.
” Hi there and welcome to my channel.
I’m Philippe Simo.
Here I discuss entrepreneurship and investments because I am convinced that these are the two pillars on which blacks must rely to bring out their community.
So if you too want to be part of this great adventure, give meaning to your life, take your business to another level, you are in the right place, because “Investir Au Pays” is the first business channel dedicated to the afro community and here you will obviously have business tips and tricks as in this video, but also interviews with other entrepreneurs.
Besides, I'll meet you this evening for a live program with me on this channel starting 19h30.
Then the second thing I invite you to do is go to the description bar if you are new here, and click on the link to receive free of charge the little booklet I wrote entitled “10 good reasons to become an entrepreneur”.
It's a tiny booklet that reads quickly and that will allow you to build a good mindset to help you get started and take off in your business.
It is my welcome gift.
And then for those who want to see everything we offer, I invite you to visit our website investiraupays.
com, there you will find a lot of free training videos allowing you to start training already.
I don't know if you noticed, but I just sold you three things.
I just sold you subscribing to this channel, I just sold you going to the description bar to click on a link and I just saw you going to my website.
But if you notice correctly, what did I do for each of these cases? This is what we will understand in this video.
For that, I will simply explain to you an adventure that I recently lived and which I really liked but that also striked me, because it allowed me to realize that even people who are professional sellers still fall into this basic pitfall.
we will talk about in this video, and that you yourself probably fell into so, stay until the end to become a formidable seller, or at least know what is the basis on which all the big sellers rely to be able to establish their irresistible offers.
So right now we want to change cars, buy a that would allow us to have a family car.
This time around, for once we wanted to take a new car.
If you are wondering why do I get a new car, maybe I'll talk about it in another video because of course the basic principle is to say that you should not buy a new car because a car as soon as it leaves the dealership, has lost value.
Just that what we need to clarify in this case is that there is an exception.
An exception that a lot of people don't know about, but maybe I’ll tell you about in another short video.
So I decide at that time – since this task in the house is entrusted to me – to go visit several dealers to make a choice.
And so I put in the running three cars of interest and I set to go check if i will have a good feeling with those cars.
The first car I go visit is a Peugeot 3008, a 4×4 that you may know, with a slightly aggressive front, rather sport looking car that we see a lot now because it is a model that is still quite successful.
So, I have an appointment with a Peugeot dealer.
I arrive at the meeting, the salesperson comes out of his glass office nice office, well-dressed; jacket, suit, you name it.
He comes, holds out his hand to me, firm handshake, a young man.
And he offers to go to his office to talk about the business proposal.
So we go into his office and there he starts asking me a lot of questions about what I'm really looking for in the car.
I tell him about my family, the kids, the fact that we are looking for a type of model that allows us to do this or that.
So the guy listens carefully to everything I have to say to him and then he tells me about the 3008 model by offering me different options.
At that point, we enter into a gas plant, because you have to know that a car today has so many options, and I didn't know half of it at all.
So every time when he was telling me about an option that I didn't know about he had to explain the difference between the headlights here, this type of headlight and such other type of headlight.
he had to explain the difference between such option and such other option At one point, he told me about an option for which even after explaining to me I did not understand at all what he was talking about.
He then told me: “You know what? Come with me, we're going to the workshop.
” So we moved from the office to the workshop and there we went to the car model and he showed me what he was talking about.
I was like “Oh yes.
” actually now that I see it, it makes sense! Then he continues his analysis.
He tells me: “Well, let's go back to the office to proceed with the details.
” I say to him: “But here we are facing the car, isn't it better for you to explain more easily the options now that we are in front of the car?” He tells me: “No, no, don't worry, for the rest I have photos, videos, I'll show you, you will understand very well.
” I say to him:” Okay.
” So we turn back in his office and he continues the car presentation.
I finish choosing the options, there are some that I understand, others that I understand a bit less but well, one can see that the guy is not necessarily in the idea of returning to the car because if I ask him, I might even be in bothering him.
So, he finishes making his commercial proposition on the car: 35'000 euros 35'000 euros to buy that car.
With that, we separate, I shake his hand and I say to him: “Well, all right, I still have two other cars to watch.
at the end, i may come back to you if i finally decide to go with you.
” My goal here with you is that you can analyze each of the three offers because you're going to see that each of the sales people I met before making a decision had a different methodology.
Second vehicle I'm going to check is a Range Rover Velar, a car that I really like.
So I get to Range Rover and there of course, the salesperson is a lady who also comes out of a glass office.
I don't know why they all have glass offices.
So the saleswoman comes out, she welcomes me and immediately takes me to the vehicle.
And there you can see the difference in approach; we go directly to the vehicle and there she starts telling me about the model as we are facing the vehicule.
it should be specified that before making an appointment like this you fill in information online, you have a telephone exchange and you already explain very well what you really want.
So when you come like this in a workshop, they already know what you want.
They are not surprized.
You don't come at a dealership without an appointment.
So we go to the car, she had put a car aside and she asks me to get into the car.
So I get in the car, I'm sitted on the driver's side, she settles on the passenger side.
Once installed on the passenger side Let me say, she was well dressed with a nice suit.
Just when she sits on the passenger side, you can see that her nice suit goes up.
Suddenly, you have part of her thighs clearly exposed but, you're supposed to not pay attention to that and just look at the car so.
I'm fan of the car, I am amazed in the car because I have never been in a Range Rover before.
So the lady keeps asking me questions “So yes, it's a model that allows you to do this, that allows you to do that .
“, at one point she said to me: “Start the car, sir.
” I start the car and there I hear the hum of the engine.
what an experience! I see the table lightening up, the options that scroll and there in reality she shows me option after option the choice I have.
Do you prefer this or do you prefer that? And there everything makes sense to me, because I'm seeing, I'm experiencing things.
So of course, for me it's much easier then to choose options and when we get out of there, I'm really happy.
She gives me an appointment saying: “Sir, next time if you agree to continue the adventure with us, I will suggest you take a ride in town so that you can test the car yourself in real conditions.
” I leave amazed with a commercial proposal this time at 55, 000 euros.
We are no longer with the 35, 000 euros of the Peugeot 3008.
With the Velar, we are rather excuse me i said 55, 000 euros i was wrong it's 65, 000 euros since the very basic model of the Velar is 58, 000 euros.
So here with the options we are at 65, 000 euros: the color, the sunroof, in short, everything is just designed as I wish.
So obviously, I go back home very satisfied, more satisfied than in the previous experience when I went to check the 3008.
Then I go to the third dealer that is Porsche.
I go to watch a Porsche Cayenne and when I get there, it's the same! The commercial who arrives is a young lady clean, cute, who also offers me to go to the car.
So we get in front of the car and she talks to me quickly, in summary, of the car.
She asks me questions about myself, my family, what do I like to do, what kind of uses I want to do with the car, and then we get into the car and there she begins her journey in which she explains to me a number of options that are available.
But I realize that she doesn't tell me about some type of other options that I have encountered in other cars.
While I'm trying to ask myself this question saying to myself: “It's weird, doesn't Porsche have this type of option in its car?” Necessarily.
She says to me at one point: “Sir, I invite you to start the car.
” So I start.
She says to me: “Drive, we're going to do a little city tour if you don't mind.
” Of course, I don't mind! So, here I am behind the wheel of the car, having a real experience in the Porsche Cayenne.
We start, we drive in the city and she begins to explain the other options to me.
“Now that you are driving, you have such an option which allows you to either brake like this, or brake like that”.
At a point, I ask her a question about options on the headlights because I didn't understand the difference between the types she tells me: “Ok very well, sir.
In front of you, there is a tunnel.
Press this button.
” I press the button and as soon as we enter the tunnel, there was a car right next to us that I was passing by.
So the headlights of this car come on and I see the headlights of the Porsche when they come on, I see the shift between the distance that the headlights of the car next to me (which is a 4×4 also) allow to have and the headlights of the Porsche.
I realize that I see much further in a much clearer way.
She tells me: “That's the difference, sir.
” Demonstration of the difference.
I was just Wow .
so of course we end the tour, she explains a lot of options, I'm just amazed! The car is super good, the options are super good, very good experience, I go home.
For the Porsche Cayenne with the options that are offered, we end up at a price of 90, 000 euros so I recap: So here I am now with three car options: a Peugeot 3008 which was offered to me at 35, 000 euros, a Range Rover Velar which was offered to me at 65'000 euros and a Porsche Cayenne which was offered to me at 90, 000 euros.
Which of the three do you choose? Suppose, of course, that you have sufficient means and that you are not blocked by finances.
Which of the three do you choose? Which of the three sellers ultimately convinced you? Because that is the point.
Now what I suggest you do is understand what happened to these three sellers and what are the mistakes that they may have made.
First error: and it is the one that you may have made yourself when I asked you to sell a movie or even to sell any other object, it's selling the characteristics of your product.
And you will realize that this is what the Peugeot seller did.
He came, he sold me the characteristics of the car: “It's a car that does this, it's a car that does that, it's a car that drives like this, it's a car that drives like that, such option allows to have alloy rims, such option allows to have a sunroof or not .
” he sold me the caracteristics of his product and that is the fundamental mistake that many people make when they want to sell something.
They sell you caracteristics thinking you're going to be impressed with the features but in reality there is only someone technical who is interested in them.
When we want to buy something as a human being, psychologically we know it today, we are just interested in the benefits that the object we are going to buy will bring us.
And therefore, a seller who does not know how to put himself in the place of the person to whom he wants to sell, will definitely sell poorly.
This is why the first rule, and it is really the first that you must remember, is never to sell the caracteristics of your product.
When we go for example to the last two sellers, you will realize that Range Rover and Porsche had the same strategy which was actually to give me an experience.
Porsche went further in the experience, that's why the golden palm goes to them, but Range Rover also was in the logic of experience.
So when you come, they guide you inside the car, so you are immediately projecting yourself and dreaming.
You will notice for example that when people try to sell cars through commercials on TV, What do they show you? Generally a beautiful woman.
Does someone really thinks that when he goes to buy that car, he is going home with the woman? Of course not! I have bad news for you dear friend, the woman you have at home; it is with her that you will ride in the car, my friend.
If she is 90 kg she will still have her 90 kg, she won't become the slim woman you saw in the store.
But they sell you a dream, the dream to tell yourself that when you have this type of car, that is the type of woman you will be going out with.
It's stupid, we tell ourselves that nobody is going to believe it and yet, frighteningly it works.
We all know in reality of course that buying a car like that will not make us have that type of woman, somehow everyone knows it's not going to happen.
But hey, it's still good to say to yourself: “Ok, when I have this type of car.
” In reality, it gives us a certain position, a certain social status.
People buy a dream.
People buy a dream.
If there's anything you need to take away from this video, it's that people are buying a dream.
That's why you must always always show them what you are selling and that is the second rule.
You always have to show them what you are selling from the point of view of the benefits they are going to have by buying that.
That's why if you remember, at the beginning here I didn't tell you like many people do in their channel: “Subscribe to my channel.
” The worst thing people can often say is: “Subscribe to my channel to make me happy” or “Subscribe to my channel to support me.
“I never say that because I know that that's not how you sell something.
You don't sell something by telling someone to make an effort.
Because if you ask him to buy or make an effort for you, a large part will not do it.
However what i do is that I say why you should subscribe.
I tell you: “Investir Au Pays” is the first business channel, I tell you: “Investir Au Pays” will give you good content, good interviews, tips and techniques like the ones you are having in this video.
What did I just do? I just gave you the profits that make you just say: “I would be stupid not to subscribe to this channel! I'm going to have the best content here, answers to my questions, I'm going to have live broadcasts where I could ask him questions, “Bingo I'm interested!” Second element: I tell you about a booklet but I'm telling you that I offer you it free of charge, a booklet which will allow you (because I tell you what the booklet will be useful for), it will serve you for having a good entrepreneurial mindset.
So, there too, I'm not talking about the characteristics of the booklet.
I'm not telling you that the booklet has such number of pages or that the booklet is this or that, no! Sometimes I also add that it is a booklet that reads quickly in less than an hour, in less than 30 minutes.
Why am I telling you this? Because here too I give you one of the benefits from your point of view.
But it didn't take me 30 minutes to write.
It took me days to write, but you will take less than 30 minutes to read it.
And then for example at the end, I'm talking to you about my website.
Again I don't tell you about the website saying: Go look at the website, make me happy.
” No, never: “Make me happy.
” I always put myself in your place and tell you why you should do it for your own good.
This is why people who beg subscribers, who go to other people's channels saying, “Please come subscribe to my channel” like I see dozens of people do on this channel all day long, it doesn't work.
It doesn't work because we don't beg people to come and buy.
In reality, when you beg someone, they are even afraid because they say to themselves: “Where's the scam?” If you had a good product, if you had a good channel, would you need to beg people? Not at all.
However, you can find a smart way to ask people to share by telling them “Share to be part of .
” “Share to be able to help someone”, so you are always in the logic, in the perspective of doing things for that person.
So that's it.
The two main elements that I wanted to tell you at the beginning : avoid but really avoid forever focusing on the features and think about stressing on the profit.
Now, the third caracteristic, the third thing I wanted to tell you about this is: When you want to sell something, the first thing you have to do is take time to ask questions.
The bad seller is someone who comes and starts telling you about his product, he starts telling you about his service.
No I don't give a damn about your product, your service, it doesn't interest me at all.
We live in a world in which there are so many things that occupy us that in reality the human being does not have time to pay attention to others.
Rather he wants the opposite.
The rarest thing in the world today to get is attention.
That's why it's super super difficult to keep people listening and attentive like you can be so far on this video.
It requires knowing a number of techniques and strategies.
For you, I may be simply speaking but in reality No.
What I tell you here is prepared, it follows a logic.
Words have meaning I have studied the place where I'm taking you to.
Nothing is done randomly here.
Well, it must be the same.
When you have a product or a service to sell, you shouldn't do it haphazardly.
You need to know what you want to communicate as a message, what value you want to send to your audience and then decide how to get there.
This is why the third thing I ask you to do is a practical exercise.
Take The product or service that you already sell or that you want to sell or that you will sell in your business tomorrow and do a very simple exercise that will clearly allow you to increase your sales.
Take the characteristics of this product (because all products have characteristics) and turn these features into profits.
The characteristic for example – it could be anything – of your book is that it has 20 pages.
But telling someone it has 20 pages doesn't make it interesting.
Rather give it a profit: “You can read it in 30 minutes on a train in the morning while going to work.
” You just gave it a profit: you can read it quickly “You can read it, for example, while doing something else.
” This is how a good seller behaves.
He is not there to list the characteristics of his products, he rather thinks of the benefits of these products and these are the ones that he highlights.
The exercise I'm giving you here, a lot of people but really a lot of people, I don't even remember, I think only one or two people were able to answer this exercise during my training days in which I met hundreds of entrepreneurs.
And I am talking of something basic.
It turns out that even after talking about this, chances are that if I have you in front of me and I re-submit you to these tests, you still fail because strangely naturally we always tend to look at our product.
When I come and I give you an object saying: “Sell me this pen.
” If I see that you start watching the pen, I understand that you did not understand anything.
If I tell you: “Sell me this pen”, what is the first thing you should do? If you understood this video correctly, what is it? Asking me questions.
Don't sell me anything without asking me questions, why? Because you have to know me.
You have to ask me, “Sir, what do you do for a living?” Me: “I am an entrepreneur”.
“Do you happen to lecture, sir?” “Yes, as part of my activities, I give conferences.
” “Very well, do you often have to give presentations in your conferences with paper boards where you should be able to write? “” Yes sir”.
You just validated a certain number of prerequisites by asking me these questions.
Now, of course, you can ask a final question which will be fundamental, namely: “Where is my dissatisfaction?” Or where are my desires and my wishes? So that when you will introduce your pen, you will just present your pen to come and answer the fundamental question of my dissatisfaction and there you will interest me.
I'm going to realize that oh yes.
you can tell me: “Listen sir, you work on papers or on a board?” I can tell you: “I work on a paint board.
” “Ok very well, it's perfect sir.
How do you do when you have to clean your boards, is it sometimes difficult to clean?” “Yes it is sometimes difficult, so difficult to be completely transparent with you.
” “Listen, sir I think that I will change your life today.
” “Is that so?” “Yes i think i will completely change it, you will go to another level in your business in terms of the entrepreneurship because I have a pen for you that gets erased as simply as can be, sir.
Besides I propose you a very simple thing: you test it, and if after a month, at the end of two, three conferences you are not satisfied, you come back to see me and I reimburse you sir.
” No problem if it breaks down, I exchange it for five years.
” This is an example I'm giving.
I mean I have to be stupid not to buy the pen.
Since you are solving a problem that I have and in addition you are making sure that it will work because you put behind a guarantee and a performance.
These are the elements that must characterize every good seller.
But I might tell you about that in other videos: how to make irresistible offers so that when you put out your offer, the person in front has no choice but to buy.
So, this is what i wanted to share in this video related to sales, it is a classic error that I see a lot of sellers make.
I actually want you to tell me in the comments what you think.
Today, is this type of video you are interested in? Videos in which I tell you sale strategy? Because once again don't forget it's really the heart of the business.
And if you want to go a little further as I said in the previous days of this week, in the description bar, I suggest you take a work session with me during which we will observe together how to implement the most effective, most optimal strategy for your business to make your offers irresistible.
I will share with you during these sessions the best technics and strategies that I have implemented and which have allowed me to multiply my turnover over time, and which will certainly make a difference for you too in your business.
See you in the description bar for those of you who want to go a little further.
For the others, I will meet you this evening for our live broadcast, if not tomorrow in the next video.
See you very soon!.