How To Sell Anything (Klassic Kern)

I don't enjoy it, it makes me nervous, especially if it's in person.

I can do it in print, I can do it on video, but man, dear God,

get me on the phone with somebody, or even worse, put me in front of a room,

and I'm just like sweating bullets.

That's why I never go to speak anywhere.

It's because I don't want to charge a speaker's fee,

because it's really not worth my time to do it.

And I don't want to pitch from stage, I hate doing it.

So I hate selling.

And so you would think, because I would not have any customers,

because I absolutely hate selling stuff.

I figured out a way around it, and that's why I want to share with you right now.

Transforming your business isn't about doing a million different things.

It's about finding one big thing, and then leveraging that.

Frank Kern has been advising entrepreneurs like you all day every day to do just that

since 1999.

If you want your next million, keep listening.

If you want it faster, visit frankcurne.com forward slash class.

Here's Frank.

The following audio was taken from a recent Frank Kern Facebook video.

If you haven't already, make sure to follow Frank on Facebook.

All right, so earlier this morning, I was on.

I was like, you know, just go and just get on whatever platform,

and don't try to look cool, and don't try to make it perfect.

And then I drove all the way over here to my office.

And we're like, all right, man, we're just going to shoot this thing.

Naturally, it immediately just looked horrible.

And I don't know if you can see.

First of all, this is hilarious.

So we're trying to double stream right now to Instagram and to Facebook,

because I'm too lazy to make two different live streams.

And plus it's cool, and why not?

And I just want to see how long Aaron can hold his arms like this.

So Tyler showed them how close he is on the big.

All right, so now I'll show them on yours how close.

Tyler, so this office is like freaking cavernous.

So look at, like if you guys could just get this shot over here.

So this is where we work with our brain maker clients,

and with that, that's my private client group,

and with our flagship clients.

So we bring everybody here, and I like, you know,

help them out and prescribe things for them to do.

And the reason we got this and invested in it

is because I wanted them to have like a home, you know what I mean.

So I didn't want them to go to all these different hotels,

and I wanted them to have like the same consistent experience every time.

Which is cool, but what we didn't realize when we got this place

is that it was a gigantic echo chamber.

So we've been trying to do this too,

been live video, and like we'd start,

and then you could hear them when they're like doing the camera stuff,

and then it would sound like like this.

So now these two dudes are literally like two feet from my face.

So if you're like, why in the hell is it so zoom in on Frank's head?

And so you can hear me because we're in this freaking echo chamber.

Anyway, that's not why I'm making this video for you right now.

So the purpose of what I'm sharing with you now is literally,

and at least in my opinion, how to sell anything.

Actually, that's not even remotely right.

It's how to make these sales process.

Very, very simple.

So people worry a lot about selling.

Like how am I going to get buyers?

How am I going to get customers?

And personally, I absolutely hate selling.

Like I'm horrible at it.

I don't enjoy it.

It makes me nervous, especially if it's in person.

I can do it in print.

I can do it on video.

But man, dude, God.

Like get me on the phone with somebody,

or even worse put me in front of a room,

and I'm just like sweating bullets.

That's why I never just speak anywhere.

It's because I don't want to charge a speaker's feed,

because it's really not worth my time to do it.

And I don't want to pitch from stage.

I hate doing it.

So I hate selling.

And so you would think,

because I would not have any customers,

because I absolutely hate selling stuff.

I figured out a way around it.

And that's why I want to share with you right now.

Here it is.

The way around it is the offer.

The offer itself has to be your assistant.

Well, if you've got a good offer,

and I mean, if the thing is great,

and the proposition is awesome,

then you can be the worst salesman in history.

And everything's going to work out pretty good.

It's really weird looking at two cameras, by the way.

So one platform's going,

why is he looking away from me?

And the other one's like, why is he looking at me?

I'm trying to engage in two different audiences right now.

This is not going as planned, by the way.

I've really thought I'd be cool with it right now.

Story my life.

Anyway, so the offer's got to be perfect, okay?

And here's an example of that.

Let's say that you are a just a morbidly unattractive person

with a terrible speech impediment.

And for whatever reason,

you have been injected with a cocktail narcotics

that makes you the most disagreeable person in the world.

So like you're just the meanest,

most surly, awful looking smelly and vile person in the world.

And you're trying to sell food, all right?

So that would make the sale of that food extremely difficult.

However, if you can engineer the situation and circumstances

in your favor, then it wouldn't matter.

You could sell all the food you wanted.

For example, if you, you know,

you're like setting up your hot dog stand

in the middle of the Sahara Desert

and you're like 45 yards away from this band of 100 stragglers

that have been walking around in this desert for three days

and they're absolutely starving,

they're not going to care, right?

So that's one way to engineer the sales process

is to get in front of the right people.

The other thing to engineer the sales process

and make your offer really, really strong.

Is to find out what it is that people really, really want

and then take the pain away from them making the decision

of getting it from you and then take the pain away

from you making the offer to them.

And I'll give you like a real world example.

So for us, we have these rainmaker clients and myself.

I'm used to be the person that sold it now.

They just talked to my wife and she ends up getting them

as clients and I rarely actually have to talk to them

which is amazing.

But when I sold it, I would freak out about like,

oh my gosh, man, I got to talk to this person.

I'm going to try to sell them on.

I knew without question that I was able to get them the results.

There's no problem.

I just had this mental hang up on sales.

So here's how I engineered it to where it worked

and I was able to sell lots of them

even though I'm terrible and awkward and all that kind of stuff.

So here's what I would do.

Instead of going to the marketplace and saying,

listen, you should be my customer and you need to come

and give me money and join my program or whatever.

I changed that offer and the offer that I put forth

to the marketplace was, listen, if you need some help

and you meet these criteria, namely,

you're already a successful business

and you already have a lot of deployable assets,

I'd be happy to set aside some time to help you for free.

And that was a very, very easy sale to make for me.

Because I wasn't doing the thing I was uncomfortable with,

which is like, oh, hey, give me some money, right?

So doing that's hard for me anyway.

And I started doing that and I got putting in people

that weren't qualified to become my customer.

You know, I'd get like a lot of beginners and whatever.

And I would kind of, I'd have a nice pleasant experience

helping them, but they wouldn't become clients.

And I then started refining that process,

being, listen, you know, I'm only going to set aside this time

to help you absolutely free, no problem.

Don't, you know, leave your wallet at home.

I'm only going to set aside some time to help you.

If you meet this criteria and I'd say, like, here,

at least a half a million dollars a year of business,

minimum, you've got this many people in your database,

you know, you have this type of deployable assets

where I could really make sense for us to help.

And then if you have that, then no problem.

Take an hour of my time, I'll help you the best I can.

And man, once I started doing that, here's what would happen.

They would come and they'd say, yes,

I'm interested in talking to you, you know,

and I'd say, okay, great, and I'd have them fill out a little form.

And I would tell them the two things, I'd say, you know,

I need to make sure I can actually do a good job for you.

And I need to get some information about you

so I can prepare for our conversation.

And they would fill out and tell me, you know, all right,

here's everything about our business or whatever.

What I ended up doing is, and I still do to this day,

even if they're not talking to me,

but they're talking to my wife, is I would decline

about 65, 70% of the people that wanted to talk to me,

which is a huge thing that helps you sell,

which is to set yourself up for victory in the first place, you know.

Don't talk to people, don't try to sell people stuff,

who can't afford your stuff,

who don't really, really want it, you know?

That's why, like, if we were the most disgusting people

in the world and we're selling hot dogs,

and we have the worst personality ever,

it wouldn't matter if we're in the desert,

standing in front of a bunch of starving people,

that's one way of setting yourself up for victory.

The other way of setting yourself up for victory

is only make the presentation to people

who can actually get what you have to offer

and who are clearly going to benefit from it, all right?

So anyway, back to that story.

So we're getting them, I'm talking to people on the phone,

and once I started talking to people

that actually could become clients,

so they wanted to, the sales process

became effortless for me,

because I would do one really simple thing.

I would take them through a light version

of what I call the Rainmaker process,

and the Rainmaker process has never failed me ever.

It's never failed me with clients,

and it's really never failed me with prospects,

and it works by forcing your prospect, basically,

or your client to identify, along with you,

the one single thing that they can do right now

to get the one result that they want,

and in my business,

it's always people want more capital, they want more cash.

So I would take them through this process.

And at the end of the process, I just, I go like this.

I say, well, it sounds like, you know,

based on what you told me,

it would be really smart idea to do this one thing.

What do you think?

And they say, yep.

That's probably what I should do.

And then my big closing method has always been,

well, you want me to help you with that?

And some would say yes.

Some would say no.

But either way, it was easy for me.

Now, I never had to go to the marketplace ever

and say, become my client.

You should be my client.

And here's why I'm so great.

I never had to do it.

Instead, I reversed everything and said,

hey, if you want some help,

I'd be happy to help you.

No problem on my dime.

And making that shift,

changing the offer from give me money to let me help you.

And then letting the results of that help

be the driver to what made people want to pay.

Huge, huge turning point for us as a company.

Fast forward to today.

We have 43 private clients.

This is where we service them here, primarily,

and our learning center is great.

I meet with them a total of 28 days a year.

That collectively, they all pay around 1.3 million bucks.

I've got a couple other ones that pay royalties,

which are great and none of them were chased.

All of them were acquired using that one little method.

So if you're struggling with making a sale

and it makes you nervous or whatever,

try that little tactic and see how it helps you.

And I hope it does.