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How to get “Yes” from the interlocutor. Interview with Network Marketing Legend Tom Schreiter

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Maxim Nikolaevich, CEO


Our partners from the European Academy of Sciences managed to interview the outstanding man, Tom Schreiter. 

Tom is considered a legend in sales and recruiting. He is the author of over 50 books, as well as several training courses. Tom is a respected trainer in the USA, Canada, UK, Germany, and other countries around the world. 

Separately, it is worth noting that Tom Schreiter was one of the first to acquaint the audience of the former Soviet Union with the phenomenon of the network business. His work and achievements are still popular today, unfortunately not many people know about them. 

And here we go! 

*I — Interviewer
*T — Tom Schreiter

I: Why do you study skills?

T:  The first reason is that I was in sales most of my life. The second reason – if you teach other people to do something, you have to be able to do it yourself. So you have to develop your skills.

I: What is a skill? 

T:  For sales, this concept can be split into two parts. The first part is mindset, the way we think. The second is the skill itself, the way we act. 

I: Why is a mindset important? 

T:  This is a complicated but the most common topic. If a person doesn’t have the winning spirit, he or she won’t win.

Let me give you an example: I wanted to be an airplane pilot. Without the right mindset, it is better not even start. But the mindset alone is not enough. Without skills, this will end badly. You have to go to school and learn. If you have only a dream and no skills, you can fly a plane, but it will be only once. That’s why my career is all about skills.

I: How to make a deal?

T: To do this, you need to know how a person makes decisions. Almost no one knows how it happens. Many people think that decisions are made based on information that another person has. But we know that this is not true. People who make deals or sell things try to use their knowledge to convince other people. The information is useless.

Let me give you an example. Every overweight person knows how to lose weight: eat less and exercise more. That is, all people have information about this. If it made any difference, there would be no overweight people. So, information, arguments, and persuasion are useless.

I: If the information doesn’t matter, what matters?

T: Many things, but here is the most important thing. When we talk about our unconsciousness, it always relies on what is already known. So when we walk we don’t need to say “left foot”, “right foot”, everything happens automatically. The same principle works for decision-making.

This information we get from our experience, teachers, parents. And inside us this decision is completely automatic, we do not think about it. For example, if someone tells me “chocolate ice cream” – I don’t think, I’m ready, I like chocolate ice cream.

If someone says “cabbage” – I may not want it. Everything is based on our experience. We are programmed by different people and teachers.

Therefore, here’s a simple sales technique:
First, we listen to the person to see what his/her long-held beliefs are. And then we use the right words to get the person to say “Yes”.

I: So it makes no sense to start talking first?

T: That’s right because we don’t know what beliefs the other person has.

I: Do we understand correctly that we need the skill to get information out of the person?

T: Yes

I: And this skill can be trained?

T: Yes, that’s what I teach. We learn how to make a person show his/her true nature.

I: And what is the principle of this method?

T: Let’s say you want to sell a house. The beginning of a conversation with a potential client will consist of 2 questions:

The first question: what do you love about the place where you live now?

Since we are asking a positive question, it will not meet the resistance. This will allow you to ask the second question: What do you love the least about the place where you live now? And the answer to the second question is worth being listened to attentively. People are 10 times more likely to solve their problems than to improve their lives. That’s how much they don’t like problems.

Therefore, by knowing the answers to these 2 questions, we become much more effective.

I: Problems can be big and small, so, the bigger the problem, the faster the sale?

T: Yes, the more painful the problem, the faster the decision is made

I: Remember, you were talking about overweight people. It turns out they don’t see their weight as a problem?

T: They don’t see it as a problem, but we can artificially turn this issue into their headache.

I: So helping a person to understand the problem is also a skill?

T: Yes. We can help them feel that pain with a few words: are you okay? Are you okay with it? Are you accepting the fact that you want to stay in this house, and you don’t want a better one?

I: Working with people consists of 3 skills?

T: Yes, namely:
– The ability to get problems out of a person
– The ability to regulate the degree of pain
– The ability to use this potential to make a deal with the help of linguistics

I: What other bargaining techniques are there?

T: The better you understand how does the brain work, the easier it is for you to make deals. Then it’s easier for you to find the right words for the other person.

Salespeople are taught this way: you present information to a potential client, and you try to make a deal based on that information. But this is not right.

So the first rule that we teach is that the client makes the decision instantly and only then he is ready to perceive the details.

It is difficult for most people to accept what I just said. They think that people think about their decisions, but in fact, they don’t.

The decision is made instantly based on experience and beliefs. If your client made an instant positive decision, only after that he/she will want to know the details?

This is a concept that is extremely difficult to understand. First the decision and only then the details.

You need to remember these two rules:
1 – Information does not matter
2 – The decision comes first and then people want to know the details.

I: How do we know what the other person has inside?

T: We have to understand all person’s beliefs and programs. For this, you can use the technique with the 2 questions considered earlier

Another technique is to know that every person is programmed to survive. We want to go to a restaurant. There is a huge line for one and there are no people in another. Instinct says it’s safe where the line is.

Another example, you are walking through a bad neighborhood at night. Would you like to walk through this area with someone else or alone?

We can use these mechanisms to make deals.

I: If you were asked to teach your employees to make deals in 10 days, how would you structure the training?

T: I would explain to them that decisions are made instantly and details are secondary

I would spend 50% of the time on examples. If my evidence becomes unassailable for the students, I would consider this a great success.

The list of topics would be limited. I would give examples to make them believe it works.

I: Let’s structure a few topics to achieve an average success.

T: Influence — if you influence a person, he/she will agree without a second thought.
Example: If a person finds out that his favorite footballer wears a certain T-shirt, he will gladly wear it. People will come under your influence if they realize you are cool in one thing. The first thought people have is, do you have such influence or not.

The second step is to gain their trust and build a relationship

In the next step, we tell them what to do or what we want. If the person says yes, only then we continue to talk about the details.

I: What else is needed to make the deal?

T: You have to be confident in what you’re selling. If you’re not, the uncertainty will be written on your face. People automatically read micro-movements of the face. So the best way to manage this is to deal with your beliefs. This will allow you to control the automatism of your interlocutor.

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