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Working in sales? Here is your Rolex!
The ultimate Sales Success Formula.
My most guarded professional secret. A unique selling formula based on fundamental truths of psychology and business communication. I’ve built it over 20 years and invested around €150,000 in training and development.
Every sales professional has their own unique tricks and techniques that help them achieve outstanding results. A kind of algorithm they apply in every conversation to ensure it works with a 100% success rate. Every time.
You’ll find elements of Jordan Belfort’s Straight Line, Neil Rackham’s SPIN Selling, Richard Bandler’s Persuasion Engineering, Milton Erickson’s language patterns — and about 70% of the formula comes from my personal experience.
My name is Edgars Untāls. I am a Sales and NLP Trainer. I have conducted more than 15,000 sales visits, thousands of emails, and phone calls. I’ve worked with brands like Toyota, Mercedes, IKEA, Coca-Cola, Samsung, and others. That means I know what I’m talking about — I can justify every word and back results with real numbers.
Before we get into the formula, remember:
• People buy from people — humanity and empathy are your secret weapons
• Deals only happen when you’re aligned on the same line with the client
• 90% of sales communication is non-verbal and depends on 6 voice tones
• 90% of the deal depends on how well you’ve done your homework and how much you know about the client
• Every deal is based on a combination of 4 criteria
• Questions are your most powerful tools
• The purpose of questions is not to find out client’s needs — it’s to help them understand their needs
• There are three types of questions — open, clarifying, and closed. Each has its own place
• Every deal is based on solving a client’s problem in an excellent way
• Sequential time loops are the most effective objection-handling strategy ever created
So here it is — the secret B2B sales formula:
Homework
First, you will learn the specifics of the client’s business, the way they make money, their completed work, potential challenges, and current goals. First, you will tell the client a story about them, and only after that about yourself.
“Aleksandr, I have been following the growth of your company for some time. I know that for the third year already, you are one of the fastest-growing companies in the industry. Judging by the feedback, clients love you and employees appreciate you.”
- What is the secret of your success? (Opens the client to conversation)
Transition
Connect the introduction with the continuation, ask and receive permission to ask questions.
“Actually, that is also the reason why I am here – to understand how we can become the best cooperation partner and turn good things into excellent ones. Therefore, allow me to ask you a series of questions.”
Questions
Like a Swiss watch – nothing unnecessary. Every detail is in its place, a system tested thousands of times, and all parts are connected in one chain with a meaning and goal. Question after question, answer after answer and the deal is not far.
2. By the way, how much time do we have for the conversation? (Clarify time frame)
3. What is your experience with process/product/service X? (Clarify the past)
4. What products/services are you currently using? (Find out the present)
5. What projects or important activities are planned for you in the next year – two? (Outline the future)
Problem zone
You will help the client become aware of their current problems. Help them realize and then state them out loud. And then you will solve them one after another. Or the deal will not happen, and you will part as friends.
“Following industry news, I have noticed that right now it is quite an intense period, if not more.”
6. Is this true? (Get confirmation)
7. And tell me, what are the most relevant challenges right now? (Create context) That and that.
8. I understand. Does it also happen that… (Check the relevance of a specific problem)
9. And how often does it happen that… (Intensify a specific problem that you can solve)
10. Have you calculated how much such a situation costs the company? (Strengthen the cost of an unsolved problem)
Sum of client criteria
It is no secret that each of us has formulas in our heads by which we make decisions, buy, or choose TV channels for the evening. At this point, you find out the client’s purchasing formula and then attach your product to that formula. Nothing esoteric, simple math.
11. What is important to you when choosing process/product/service X? (First client criterion)
12. What else? (Second criterion)
13. Maybe something else? (Third criterion)
Sum of your advantages
When the client’s criteria are defined, your moment comes – one by one, you attach your product’s most important advantages, present them as questions, and get client confirmation.
14. And how important is it for you that… (Your most important advantage)
15. And how would you evaluate if… (Your second most important advantage)
Summary
Repeat all criteria mentioned in the exact original order except price. Place price last and paraphrase. This is necessary so the client understands that you have heard them and that they understand their own buying scheme better.
“So, when choosing product/service X, the most important criteria are… And all that for appropriate costs.”
16. Is that correct? (Summary of client criteria and your advantages)
Product presentation
Now that the client’s buying scheme is clear, package your product according to the criteria mentioned by the client and address each criterion separately using the FAB formula: feature – advantage – benefit. Criteria that you cannot fulfill – do not mention. Place the price at the end and divide it into smaller parts. Then offer a bonus.
“Andris, I have great news for you. The more I listen to you, the more I understand that I have exactly what you need.”
You mentioned that when choosing the product, you value…
Client criterion 1. Look how we provide this… (Feature – advantage – benefit)
You mentioned that…
Client criterion 2. We solve this like this… (Feature – advantage – benefit)
Regarding…
Client criterion 3. We solve this like this… (Feature – advantage – benefit)
Well, and regarding…
Your product advantage 1. (Feature – advantage – benefit)
And then also…
Your product advantage 2. (Feature – advantage – benefit)
“And all this only for amount X or Y, paying in installments. And as a gift from me also…”
17. What do you think about it? Well, I don’t know…
Overcoming resistance
Expect that resistance is a logical part of the buying–selling process. Be ready for it and always use 3 sequential time loops as the base strategy. Meaning – sell the idea, 2–3 problem solutions, and your charisma. And again use FAB.
Idea.
Client objection. I understand. X is always important when choosing X. And tell me, how do you like the idea itself, the solution that allows you to…? (Use first time loop and sell the idea)
Problem.
No, well, I like the idea, but… (Use 2 -3 time loops and sell a specific problem solution)
Client objection. Of course. That is important. A moment ago, you mentioned that…
Problem 1. Look at how we will solve that. (Feature – advantage – benefit) (Use a time loop and sell a specific problem solution)
Problem. You also mentioned…
Problem 2. Look at how we will solve that. (Feature – advantage – benefit) (Use a time loop and sell another specific problem solution)
- Are we moving in the right direction? Well, kind of yes… I think so too.
- Do you have any other questions? Well, kind of no… (If yes, answer and continue)
Your charisma.
“Aleksandr. You know what brings me the greatest satisfaction in my work… That my clients succeed. I then see how they reach their business goals and their companies grow. And also when a client calls me and says — Edgars, thank you for doing it! That warms my heart. And I am convinced that this is another success story.” (Use the third time loop and sell your empathy, experience, and charisma)
Agreement
Everything is done, everything is discussed and clarified. You can significantly improve the client’s business, and you can justify and prove your solution with numbers. You have great references and well-done projects. Now all that remains is to close the deal.
- Are we agreed?
Smile and offer your hand to the client.
You have the Rolex.
Ready for more?
EDGARS UNTALS. I deliver Results 