Continued Learning: The Critical Step to SElling $8.4 Million in 6 Weeks

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TRANSCRIPT:

*this transcript was mostly generated by AI, please excuse any mistakes

[00:00:00]  Hey, Amanda Holmes here. If you enjoy Ultimate Sales Machine, whether it be the book or our trainings, or you’ve been listening to these podcasts and you’re thinking, I’d really like this to be infiltrated into my business, I want it to run in the d n A of me and my team, then I have something really special for you.

. A Harbor Business Review study showed that in times of financial crisis, regular and consistent training was the key differentiator to help companies sustain and strengthen and be able to set themselves out as number one in their market when people weren’t spending money.

That is why with what we have on the horizon and what’s happening right now, that’s why we’ve put together a group training format, A community of like-minded ultimate sales machine believers that want to, with just one hour a week work on your business in marketing, sales, and operations to.

Finally tuned into with pigheaded discipline and [00:01:00] determination to improve every little piece of your business, just one hour a week. If you’d like to hear more, go to Ultimate sales machine.com/dojo. That’s D O J O. Again, ultimate sales machine.com. Dojo, d o j o as my father was a fourth degree black belt in karate.

We decided to take this training, make it for the modern man and or woman and have it be a Dojo theme. So you’ll see sparring included, you’ll see tournaments included in belts. You can get your black belt certification and ultimate sales machine, which will also be available. So if you wanna bring in your executive team, if you want your head of sales, if you want your head of marketing, if you’d like teams to get trained in this methodology, ultimate sales machine.com/dojo

Amanda: Welcome to your weekly dose of the Ultimate Sales Machine. Amanda Holmes, here, ceo. And we [00:02:00] are on the CEO Mastery Show. I have with me Troy Aberle, who is our executive strategy officer, but before he.

Executive strategy officer, he actually got written up in the new edition of the Ultimate Sales Machine, specifically on page 85 that talks about how he sold 8.4 million in six weeks, and there was something really powerful about what you said around education based marketing. Can you share what was that big takeaway?

What was the light bulb? Because Troy. Was going through one of our group training programs, and his face looked so annoyed that I actually had to stop him and say, Troy, are you okay? And he went yeah. I’m like, I’m pretty sure you’re not. Are you ready to share? No. Okay. And then after that, you watched the videos all night and you were just trying to understand page.

81. Yeah. What’s on page 

Troy: 81? 80 

one’s where it all changed because your father had taught me for 13 years ago about the buyer’s [00:03:00] pyramid and Okay. And the 3% and you’re trying to figure out, always talking about 3%. Cause that’s a low hanging fruit. 

Amanda: 3% are in the buying now category. Yeah.

Troy: Okay. And then, what really happened is then when you talked about flipping the pyramid upside. and talking about the global pain. It was like this total catch at first. Yeah. Frustrating. Cuz your program, you have paradigms, but when you flip it upside down and you realize, you know what, I don’t have to worry about talking to that person so much.

Niche down. , but understanding the pain that’s happening around the globe that is really affecting for that person. And then I was like, oh my gosh, it’s super easy to talk about things that are happening at the kitchen table in someone’s marriage because of something that happened at work or something that happens with their kids.

PE business partners, the people that they are, customers, all of those things because all of those things have an emotional outcome and when you talk with global pain, it’s actually something that resonates with them. Yes. Then that evening I was learning and reading and I was trying to figure it all out and I put it together and then I went to my customers and realized, you know what?

I don’t know enough about my customers. And [00:04:00] so that, wow. 

Amanda: Which is crazy cuz How long had you been selling 

Troy: there? Well, 12. 

years 

Amanda: 12 years. And how much had you produced in that role? At that time, roughly, 

Troy: probably, you say $480 million. 

Amanda: Okay. And even he is saying that he didn’t know his buyers. I 

Troy: didn’t know how to take it to the next level.

Because I wanted to add like another, 20, 30% to my sales. Okay. Which technically was almost near impossible with that group of people. Okay. So if you look at it, so when I realized, wait a second, the global pain, all of my customers and all of the people, the team under me, they were, their sales were dropping.

Was a lot of environmental factors and problems happening. 

Amanda: Drought, hail 

Troy: storms. Yeah. Cuz I was selling John Deere equipment and So you take to farmers? Yeah, to, to farmers. And so drought was, moisture, drought. They hadn’t rained in a long time. They had hail storms and so their 

Amanda: crop is just annihilated.

Yeah. 

Troy: after moving away. All of the things really that are happening around the globe that shortages, inflation, all of that. But when I figured out, I started researching ’em, I started to find out that [00:05:00] they were telling. , me confused minds won’t buy. They weren’t sure of how to apply technology. What were things that they could invest in that could prevent this kind of hardship.

Then also their children didn’t really want to be a part of their business anymore because they looked stressful as ever. Then they were, we were looking at, their staff problems. Morale was lower rising costs so much. They were spending so much time trying to figure out how to cut costs and able to grow profit.

And it just became overwhelming. But when you started to understand that you had to, you could talk to them about those problems and then be able to apply solutions that actually made sense to relieve those. I still hadn’t even talked about equipment at that point, , right? And so that, but that’s what caught their attention.

That’s what builds rapport. Your father said, you flip something that he should have. 

flipped 

Troy: Because if you think about it, he flipped already the seven steps of selling. Yes. Yes. And he should have flipped both at the same time. And that’s what’s the big eye opener for me. 

Amanda: Okay. We should talk, in the next episode, you’ll hear about the seven steps to a sale, and we’ll have to tag [00:06:00] that in and talk to it.

Thank you so much, Troy. This has been so valuable. Your weekly dose of the ultimate sales machine. If you wanna. In the Ultimate Sales Machine Dojo where you take this and make it into your business’s dna, go to ultimate sales machine.com/dojo. D O J O.