Why You’re Getting Outsold And How to Take Control! with Justine Beauregard

Episode Summary

You can find Justine Beauregard at:

LinkedIn: https://www.linkedin.com/in/sellwithjustine/

Podcast: Why You Hate Sales

Website: https://www.justinebeauregard.com/

Instagram: https://www.instagram.com/sellwithjustine/

Facebook: https://www.facebook.com/sellwithjustine

2nd Part Justine Beauregard Podcast Interview

[00:00:00] Kris Ward: And I think for so many people with the default, the poor used car salesman that we all affectionately refer to, I think we see sales as one dimensional, one shot, one dimensional.

And in one aspect, I think sales is in everything. People say, oh, I don’t like sales. And I think it’s in everything. You sell your kids to go to bed, you sell yourself to get that first date. Everything is sales. But I do think it’s stand up like a performance and go give it your best shot of convincing.

And I think to your point is okay, at the beginning of the conversation it’s okay. The follow through means that we didn’t do the fulfillment part, right? So I’m not comfortable, or I don’t enjoy, or what does the the not even the follow through, the follow up, what does the follow up look like?

Oh, it looks like we should have less of them if we’re doing a better job. And so I think you see sales and it’s really refreshing, is a much bigger entity where I really think the rest of us, you just hit one wall, it’s Ugh, I ran into the wall. It didn’t work. Okay, let’s try it again. And oh, guess what?

My head hurts. [00:01:00] 

[00:01:01] Justine Beauregard: I love the used car salesman and I example a lot because I give the story of you go car shopping and you end up on a lot somewhere and someone comes out to greet you and you happen to be a 30 something woman whose hair is disheveled. You’re wearing a sweater that has a little bit of baby vomit on it.

Maybe you haven’t washed your hair in a couple of days. Like you have a look about you like a tired mom, right? 

[00:01:31] Kris Ward: Yeah. 

[00:01:31] Justine Beauregard: And you’ve got three kids in tow and you’re driving a minivan and you show up to car shop and there’s gonna be the type of used car salesman who shows up and he’s very slick and going Hey, let’s get you into a new minivan.

Woo, let’s do this. And then there’s gonna be good salesperson who doesn’t assume a thing about you. 

[00:01:53] Kris Ward: Yeah. 

[00:01:53] Justine Beauregard: They see you and they walk up to you and they go, hi, how are you today? You know what? You, and they’re also intuitive. [00:02:00] You look like you need a little bit of a break. We actually have a play center.

Let’s pop the kids in there. Let’s do that first.

And then we’ll get them set up and then we can have a conversation. So now it’s quiet and they’re not distracted. Goal number one, right? 

[00:02:13] Kris Ward: Yeah. Yeah. 

[00:02:14] Justine Beauregard: You’re sitting down with that person and instead of assuming this person is a mother who’s rundown and clearly shops for minivans, that’s what I’m gonna sell her.

You say okay, so now that the kids are distracted, what are you looking for today? Zero assumptions and this girl, 

[00:02:29] Kris Ward: are you looking for escape vehicles? Do you need something that drives fast? 

[00:02:33] Justine Beauregard: Exactly. Do you need the, yes. This person then says, okay, so thank you for taking the kids off my hands for a minute.

Yeah. I’m actually their nanny. I’m graduating from law school in two weeks and I wanna get an Audi sports car. Yeah. That’s gonna make me look like the high powered attorney I’m about to be. I just happened to be working with these kids and their mom didn’t care if I took them car shopping with me today and then all of a sudden.

That flips the script on what she’s [00:03:00] looking for, right? And so instead of the guy going, Hey, let’s get you into a minivan and let’s do all these things, and meanwhile the kids are like, Hey, can I have a snack? And they’re pulling on her shirt and everything’s going wrong. That’s the situation we interprets gonna happen.

But in the same amount of time, you could have a really meaningful conversation and get that woman sold into a vehicle right away. The problem we have with the used car salesman and every other example like it is the number one problem we have with that is the assumptions that are made about the people before we even meet them.

Use car salesman, assume. They know more than you, they know better than you, and they’re gonna get the deal come hell or high water. So that’s how they behave versus it’s a behavioral issue versus the used car salesman who’s a really good salesman and goes into that conversation just i’m assuming nothing about you, and all I know is that I have a couple core principles of selling, which is never sell to someone who’s distracted.

So I need to get her into a situation where she’s not distracted, never make assumptions about the buyer. I wanna grab context clues before I get into a conversation so I know what she’s actually shopping for and can get her the right vehicle. So it’s like these types of concepts are the things. We are not taught.

We’re just taught. Go in, ask these questions, do these things, close the sale, which is why, by the way, every time I buy a car, I always save more than everyone else that I know who shops for cars like my last car. I paid cash for it. I walked in. I knew I wanted the one in the showroom. I literally drove it out of the showroom.

I went in there, the car was $40,000. I paid like 13,000 something dollars for this car, and every time the sales person came back to me and said. Oh sweetie, don’t you need to ask your husband about, or, I’m sure your husband’s gonna need to give you some approval. I look at my husband and my husband goes, oh no, they don’t know what they’ve just done.

And then I walk over to my husband and I go, babe, I’m gonna get $2,000 more off of this car from that. I don’t like that [00:05:00] behavior. That’s not gonna be rewarded in my book. And I just keep like finding all the different thing I can tell this is a stop question. This is how they were trained. I don’t like that.

Yeah, I know what I’m able to do to. To get those prices down. We can use manipulation well, or we can use it not well, 

[00:05:18] Kris Ward: I can’t believe in this day and age I’m sorry. I would I just don’t understand that somebody would say something that insanely stupid, but that’s okay. That’s all I can 

[00:05:26] Justine Beauregard: all the time.

[00:05:27] Kris Ward: It’s constant. Oh my gosh. Okay. I think, yeah, I think it’s really just looking at the bigger concept of sales as it not a push. I know you hear that people say, oh, be of service and all this other stuff, and it sounds great on paper, but still, fundamentally, I think the whole concept of sales has a push element to it.

And really here we’re talking about inquiry, getting information. And we all do know that. We know that when you’re on a sales call, you should not be doing most of the talking for sure. So I, but I think it’s now looking at a much bigger concept and I [00:06:00] do really think the way you approach it is very comforting because now it’s really putting the pieces of the puzzle together versus trying to push through something.

[00:06:10] Justine Beauregard: Yeah. I also think that as humans, we all have an inner rebel. 

[00:06:15] Kris Ward: Yeah. 

[00:06:15] Justine Beauregard: And that inner rebel, just like you tell me to do something, the Simon Sinek example, going full circle back to don’t think of a pink elephant. Your inner rebel is that’s all I’m gonna think about now. Thank you. 

[00:06:26] Kris Ward: Yeah. 

[00:06:26] Justine Beauregard: Like a child, don’t touch the hot stove, but what?

[00:06:28] Kris Ward: Yeah. 

[00:06:29] Justine Beauregard: I wanna know what it feels like. So the minute we try to push someone, just like we give people unsolicited advice, our inner rebel is going, whatever you tell me, I wanna do the opposite. Versus my, the way that I teach selling, my approach to selling is when you’re pushing someone, they’re gonna push back.

And not in a good way but when you’re pulling someone. I’m even picturing like they’re tied, they have a rope around their waist and you’ve got access to the [00:07:00] rope and you can either shove them in your direction, which is very jarring for somebody. 

[00:07:04] Kris Ward: Yeah. 

[00:07:04] Justine Beauregard: Or you can just like slowly be pulling at that rope until they’re right in front of you.

And when we think it’s my idea, 

[00:07:13] Kris Ward: yeah. 

[00:07:13] Justine Beauregard: Then we’re way more likely to do that thing. So when someone’s it would be a really good idea for you to buy this car today, immediately your brain is even though I wanted to buy a car today, now I don’t wanna, 

[00:07:24] Kris Ward: yeah. You slithering snake you. And it reminds back to your point about you’d never wanna sell to someone distracted.

I’ve had people, and I get it, it’s in theory, it’s the nature of the type of people I work with that are overwhelmed and their hair’s on fire and the calendar’s a mess for the most part. And we definitely do have people that have teams and are not as stressed, but still feeling overwhelmed. But I’ll have people that.

I had to say to them like, no, we are not gonna have a, we are not having a conversation while you drive. I’m sorry we’re not doing this. Yeah. I am not going to be the first of all, the last person that [00:08:00] spoke to you, and then have them be part of the investigation. But even if you drive, like this is not a con, this is not good role modeling on my behalf.

This is a lot not a lifestyle I condone, and this is not a serious conversation. So I’ve had to say nicely more than once. No. If you can’t fit me into your calendar, then so be it. But we’re not doing this while you drive. Yeah. 

[00:08:19] Justine Beauregard: I think this is also like such a, that’s such a great sales proposition on your part is of if you don’t even have an hour or a half an hour, however long your sales calls are.

If you don’t even have a half an hour to take a sales call uninterrupted, this is exactly why you need our team. 

[00:08:39] Kris Ward: Yeah. 

[00:08:40] Justine Beauregard: Like this is the problem. 

[00:08:42] Kris Ward: Thousand percent. I said exactly that and I’m not here to convince you either. Like we are not having a conversation while you drive. It’s it’s a commute.

It’s on the highway. I don’t go very fast. We are done talking about this. This is not a real conversation. 

Yeah. Okay. What’s the [00:09:00] final thing we need to know? ’cause there’s so much here we didn’t know. 

[00:09:04] Justine Beauregard: I think my number one rule of selling is never be outsold. 

[00:09:10] Kris Ward: Okay. 

[00:09:11] Justine Beauregard: So that’s something that I think everyone needs to just learn and embrace.

The minute you have a little part of you that can be outsold. You’ve lost that sale. So really being a hundred percent sold on your offer to your example right there. That was just a very small example, but it’s an important one, right? Because that’s the start of the relationship. Yeah. 

So if someone said, if you have a boundary in place, which I would say if a lot of people are getting on calls in their car, like maybe some other prequalification needs to happen in the process.

[00:09:43] Kris Ward: No, it just happened a few times. But memorable, yes. Yeah, 

[00:09:45] Justine Beauregard: but also people listening might have that situation happening a lot more than you, right? 

[00:09:50] Kris Ward: Yeah. 

[00:09:50] Justine Beauregard: And so there’s all these little moments where you maybe have a rule that you need to show up to calls in an office setting with no tabs open, and [00:10:00] you dedicate your half an hour because all of our time is important.

And that’s what we teach as a brand. Yeah. And then someone says, but I’m on the highway and I’m driving really slow and this is the only time it could fit in and I really want it. They’re selling you. 

[00:10:14] Kris Ward: Oh, okay. 

Okay. Yeah. 

[00:10:16] Justine Beauregard: And the minute you go, you know what? Just this once, eh.

You’ve just been outsold.

And so having the things like the hills you will die on. You hear people say that a lot. 

[00:10:27] Kris Ward: Yeah. 

[00:10:28] Justine Beauregard: These are the hills I will die on. Maybe that boundary isn’t as important to you as you think because you’re getting outsold on it, or maybe it’s something you need to tighten up your process around to get to the point where you can’t be outsold.

When people say to you, your offer costs too much money, and you go, ah, you know what? Let me offer you a discount to make it easier. They just sold you on a discount, right?

Or I don’t like that this offer doesn’t have this type of support. Can you offer me this type of support? And you start creating all these bespoke offers for people [00:11:00] because they want this aspect or this fact, or they don’t want this part.

And so you take that out and give them a discount for that so it doesn’t feel like a discount, but they’re still unselling you or outselling you on your own thing. What’s most important is you get yourself to a baseline of never being outsold. So when some person says to you like, I just wanna take my call in the car, your answer is that’s not possible.

[00:11:23] Kris Ward: Yeah. 

[00:11:24] Justine Beauregard: You can’t outsell me on that. When someone says, your offer doesn’t have this inclusion, that’s ’cause you don’t need it. 

[00:11:30] Kris Ward: Yeah. 

[00:11:31] Justine Beauregard: But I like this other offer better. Okay. Why didn’t you buy that one? Yeah. Like the thought the whole time is this is the answer. The way it’s structured how I do it, everything about it is why I’ve won the hour won the day.

Yeah. Is why I am so much more effective than you is why so many of my clients get 10 x results in a short amount of time. Like you’ve built it to the point where you can’t be outsold and the minute you are outsold, you lower your status. You make them question what else they can [00:12:00] outsell you on. You’ve changed the inclusions or something about the offer, which makes them think maybe this offer is not as solid as I thought it was.

Because if I go to a restaurant and I tell, if I go to a Michelin star restaurant and I say to the chef, I don’t really want mushrooms in this dish. Yeah, but like the, I’m sorry. That’s not possible. Like we don’t do substitutions. 

[00:12:21] Kris Ward: Yeah. Recipe. 

[00:12:21] Justine Beauregard: This dish is made the recipe this way. 

You dont want this dish.

Don’t come to our restaurant. 

[00:12:26] Kris Ward: Yeah. 

[00:12:26] Justine Beauregard: Where if you go to McDonald’s or Burger King have it your way, right? Yeah. It’s I don’t want onions. They’re like, okay, cool. I don’t want the bun. Sure. Whatever you want. That’s why the food costs a dollar instead of a hundred dollars. 

[00:12:40] Kris Ward: Oh my gosh.

Oh my gosh. And I think you need to have a sales glossary. ’cause of course we’re all thinking don’t be outsold. What are you saying? That sounds aggressive. I don’t want somebody to sell my thing. No. Don’t be outsold. I got it. We need a glossary, a sales glossary from Justine. Okay. Do please people share this with a business buddy.

This is. Just [00:13:00] solid gold here. You wanna make sure they hear it. Justine, where can people find more of your brilliance? 

[00:13:05] Justine Beauregard: Where they can find my version of a sales glossary that you mentioned is, 

[00:13:08] Kris Ward: oh, good. 

[00:13:09] Justine Beauregard: I have a podcast called Why You Hate Sales. 

[00:13:12] Kris Ward: Okay. 

[00:13:13] Justine Beauregard: And it reframes all the reasons you think you hate sales.

‘Cause I have to do endless follow up loops. Actually you don’t, if you just learn this one scale or I’m bad at sales. Actually you probably are, and it’s good to recognize that and then work on it instead of just saying, you know what? I’m not bad at sales. I’m just learning. So there’s a lot of reframes on that show, and it’s just why you hate sales.com or search in any of the major platforms and then you can find me online or on my website.

Sell with justine.com or at sell with Justine on LinkedIn, Instagram, Facebook, all the places. 

[00:13:46] Kris Ward: Fabulous. And yes, I have become a fast fan of your podcast and it is all that you say. It is. It’s great. Alright, everyone else, we’ll see you in the next episode. Thank you so much. 

[00:13:56] Justine Beauregard: Thank you.