A sales conversation should look very much like this.

It should be a 70/30 game. You should be spending 30% of your time talking and 70% of your time listening and that is how you position yourself as a specialist.

I got diagnosed with a mild heart condition a couple of years ago called Wolff-Parkinsons-White, where they discovered that I was having heart palpitations. My heart would flutter every now and then.

I went to the doctor, the doctor said, “Oh yeah, you’ve got Wolff-Parkinsons-White, I’ll send you to a specialist’’.

I went in and sat down and the first thing he said  was, ‘’I’ve just been looking through your charts, it’s clear to me that you need the operation, the operation will cost around $15,000, it’s going to take probably about one to two hours and I can fit you in two weeks from now, or few weeks from now, which is going to be best for you?’’

And I was like, ‘’Thank you very much, I appreciate the time, don’t call me, I’ll call you,’’ and I left.

And my goal was to fix the condition through meditation and good nutrition and I did, but then it started coming back just after my son was born.

I went to the GP and he asked me about it, I said ‘’Yeah it’s coming back again’’.

And he goes, ‘’Mate you really should see the specialist’’.  

I said, ‘’Well don’t send me to the specialist you sent me to before because he was just an absolute quack, he just wanted to sell me something’’.

‘’Who do you know that is the best in this area?’’

He goes, ‘’A man named  Dr. Mere Shooter’’.

And I was like, ‘’That sounds like Mr Miyagi’’.

So made an appointment, sat down with Dr. Mere shooter, and the first thing he said was, ‘’Okay, so tell me about how this feeling affects you, where does it typically show up? Does it trigger anything else? Does it affect when you exercise? Does it affect when you sleep? Does it affect when you go to work?’’

He spent about 45 minutes, asking me question after question, by the 15 minute mark, I’m like, ‘’I’m sold’’.  

Because he was extracting information for me to recognise how it was actually affecting me and all of a sudden, I started going, ‘’Wow this is actually showing up in more areas than I thought’’.  

And he said to me, ‘’Listen, the reality is you don’t need the surgery, but here are the consequences and the probability of those consequences if you don’t get the surgery and one of them is early mortality’’.  

I asked him, “If you were me what would you do?’’

He goes, ‘’Mate, you just had a child, you are a new father, if I was you, I’d get it done, get it out the way, move on with your life, that’s what I’d do.

And I was like, ‘’I’m sold’’.

I didn’t even ask him how much he charged. All I asked was when could he fit me in.

Now I don’t care if you are selling homewares or software applications, cars or houses, I want you to learn how to become a specialist.

And a specialist is someone who knows how to ask really good questions that provide really good data.

So, we ask good questions, get good information, that good information gives us the ability to ask even better questions and gives us better information and the cycle goes on.

Kerwin Rae

Fast Growth Business Specialist and Educator at Business Mastery Pty Ltd
Kerwin Rae is a businessman, investor, strategic advisor, author and international speaker. He has studied and observed the psychology of influence for well over a decade now and is considered an expert on influencing human behaviour and how it relates to sales, marketing, fast growth business principles, leadership and personal transformation.
Snapchat: @KerwinRae

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