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How to Sell the Way Your Customer Buys

Lesson 17 of 23

Gaining Commitments and Creating Urgency

Shari Levitin

How to Sell the Way Your Customer Buys

Shari Levitin

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Lesson Info

17. Gaining Commitments and Creating Urgency

Lesson Info

Gaining Commitments and Creating Urgency

So we've just gone through emotional state. But we have an equation and the equation says emotional state plus the five why's is what's going to get you a sale. Again, no matter what you're selling, no matter who you are, there's five subconscious commitments that every single customer needs to make in order to move them from a maybe to a yes. And if you don't have all five, you've got no sale. And as I told you, this is something I've been teaching for over 20 years but I realized the first one needed to be tweaked. Yesterday we talked about information overload. We talked about the fact that we have so much information coming at us that we experience decision fatigue and a lower attention span. Scientists tell us attention span has gone from 30 seconds to eight seconds. They say it's 9 seconds for a goldfish. I have no idea what that means. I guess that means goldfish can pay better attention than we can, I wish they had credit cards though, wouldn't that be great? So our attention s...

pan is low, so the first thing that we have to do is we have to differentiate ourselves in this very noisy online digital environment where all of the sudden, I love this about writing, everybody's an author. You noticed that? Everybody's an author, everybody's a blogger, everybody's a PR person and it's, like, people are like, well, how do I differentiate that Katie's actually the best PR person. Because we know she is, she knows she is, but how does the customer know that? So the first why that every entrepreneur, salesperson and business owner needs to ask is why should they listen and why should they care? Otherwise you're not gonna get a meeting, okay? Now they may walk in to your showroom, your real estate office, your car dealership, whatever it is, but you got like an eight second window to grab them so that they don't just give you that rote response that sounds like just looking, right? Just looking, we wanna retile our bedroom. (laughing) You love that one, right? So we've gotta get that why listen. Now that's not enough, just 'cause they listen to us certainly doesn't mean they're gonna buy from us, particularly if we're wah, wah, wah, wah, boring. So the second why, or the second commitment that we're gonna need to get, this is a biggie today. Why change? Why change from the status quo? So we're gonna work on that. We're gonna work on all five of these. Today with all of the information out there, people don't wanna effort. We got enough going on. Particularly if you're selling software. Let me tell you something, like, we got enough going on, it could be the best software in the world, but you know what? Implement it, I got five thousand other priorities right now. No, people are overwhelmed. They don't know how stuff works. We don't know how it works. We don't wanna learn another thing. I don't know how my microwave works, but I use it. And this is where we end up giving too much information and we're gonna go through that again because it's really important, but how do you move people off the status quo? I love it. I heard this from every one of you this morning. I love it, it's wonderful, but not now. People would rather make no decision than make the wrong decision. How do we create urgency? Critical five why. We're gonna dive into this fairly deeply. Next one, why your industry solution? Now sometimes people are coming to you and they've already decided on your industry solution, so this isn't the same for everybody, but a lot of products require this to be answered. Lisa's selling a product that's different, that's an alternative to the public school system. Your customers are convinced that, you know, Johnny needs to go to school, (laughing) they buy into that. It's just why a special school? Katie, people might not be so convinced they need PR, they might think, ah, I can Instagram myself. So you've gotta convince them why a professional. Why a professional? Why your industry solution? I can assure you in my business, providing training, providing online learning, virtual learning, working with coaches, working with trainers. People are like, "Oh, we got one of those, "we got a trainer." Why an outside person? Why a professional photographer? And not a cell phone. Why professional? Oh, my uncle does that, right? Okay. Here's the biggie, that we're gonna spend quite a bit of time on. And that is why you and your company? This is huge. Why you? And the truth is, people are deciding on you more than you think. This is emotional and logical. We are the differentiator. What is the relationship? We're gonna really delve into what trust is. What are those five components and how do we stand out and of course the biggie. Why do I part with my resources now? Those are the five. There aren't six, there aren't eight, there aren't 12, there's five. And if we can address and answer all five while maintaining emotional state, our chance to get that deal out of the dead zone triples.

Class Description

These days, it’s tougher than ever to make a sale. Customers are overwhelmed with too much information and suffering from decision fatigue, so they’re delaying purchases or sticking with the status quo just so they can avoid the dreaded sales process. In response, many sales professionals overcompensate, either by being too accommodating or putting on the pressure, which only alienates potential buyers even more.

In this challenging environment, salespeople must learn how to sell the way customers buy. They have to reconcile their need to make the sale with the customer's desire for a heartfelt, authentic sales approach.

Shari Levitin, best-selling author, entrepreneur, speaker and sales guru, will share her proven methods for increasing sales revenue without losing your heart. She’ll help you tap into your passion for your product or service and talk about it without coming off as cheesy or manipulative. You’ll discover how to get comfortable asking for what you want and start feeling good about selling again.

In this class, you’ll learn how to:

  • Create an authentic connection and build trust with anyone.
  • Craft a compelling sales presentation that makes your customer want to buy.
  • Uncover the seven key emotional motivators that drive all customer decisions.
  • Overcome the fear of “no” and turn customer excuses into reasons to buy.
  • Use constructive delusion to create wealth, better relationships and peace of mind.
  • Demonstrate actionable value.
  • Appeal to customer problems and buying motivations rather than lowering the price.


Karen Kennedy

Sheri had me at HELLO! Her content kept me engaged for the entire class. This class does not have nuggets of information, it has BOULDERS. Even an "old sales pro" like me found so many helpful hints and tips in Sheri's methodology. If you are a newbie to sales, search no more -- just take this course and you will have everything you need to be successful. Trust the process, follow the steps. It will work for you. I especially loved the subject matter guests who covered the topics of Digital Seling and Storytelling. Do not put off buying and viewing this class. Do it now! NOW! Sales are how people and companies get revenue. Get going on your pipeline of opportunities, connect with your Heart and SELL in a genuine way. Kudos to Sheri for this amazing class. I loved every minute.

Lisa Bournoutian

By sheer luck, I came across Shari's book, Heart and Sell, about a year ago and instantly recognized that her process was one that would align nicely with my B2C sales team. Having read her book, I knew I was in for a real treat coming to Creative Live and watching her deliver her content in person. Shari seamlessly weaved invaluable examples that creative artists, B2B and B2C entrepreneurs could all relate to, and in a way that was fun, engaging, and easy to understand. She has absolutely mastered the science of selling and the heart of connecting. If you haven't read the book, you're missing out, and if you've never seen Shari in action, it is an experience you'll never forget. This course is a perfect opportunity to not only dive right in and learn how to sell the way your customer buys, but to make the right CALL (Connect, Ask, Listen & Link) in your personal sales journey and watch your business grow.

a Creativelive Student

If you are an executive, business professional, or a salesperson who wants to improve your communications, negotiation, and sales skills --- acquire Shari Levitin’s course. Shari will show you how to better connect with customers, prospects, team members, and people from an authentic perspective. Shari Levitin’s class is filled with excellent frameworks, content, actionable exercises, insights, and knowledge that will help anyone to be better a salesperson in your professional and personal lives. I loved how Shari included other experts, such as Mario Martinez (digital sales evangelist), Lee Eisler (store telling framework and presentation skills), and Deb Calvert (how to stop selling and start leading to make extraordinary sales happen with results from her B2B research study).