Nov. 26, 2021

391: The #1 Thing Holding You Back From Closing More Business (feat. Brian Nichols)

391: The #1 Thing Holding You Back From Closing More Business (feat. Brian Nichols)
Apple Podcasts podcast player badge
Spotify podcast player badge
Google Podcasts podcast player badge
Overcast podcast player badge
Castro podcast player badge
PocketCasts podcast player badge
RSS Feed podcast player badge

Brian Nichols: "Why why is it so hard to close business? Because we make it harder than it actually has to be."


Check out today's special solo episode where we dig into how to adapt with the changes, plus helping things make sense when closing business!


Learn more about your ad choices. Visit

Studio SponsorBNC: Proven sales and messaging strategies that WIN -

Support our Sponsors!

Support the program with a one-time donation or join our Patreon!

Take our audience survey for a chance to win a "Don't Hurt People, Don't Take Their Stuff" bumper sticker! 




Brian Nichols  
faced with an uncertain future many business owners and technology professionals don't have time needed to invest in their business technology strategies and as a result are afraid of their technology getting outdated and putting their company and customers information at risk. The digital future is already here. But with all different choices in the marketplace, it's difficult to know which one will be the best fit for you and your strategic vision. Imagine having the peace of mind that your business is backed by the right technology investments that are tailored for your specific needs. Hi, I'm Brian Nichols and I've helped countless business owners and technology professionals just like you helping you make informed decisions about what technologies are best to invest in for your business voice bandwidth, cybersecurity, business continuity juggling all the aspects of business technology is messy. Let me help at the Brian Nichols forward slash help and sign up for a free one on one consultation with yours truly to dig deep into where you see your company headed and how we can align your business technology towards those goals. Again, that's Brian Nichols forward slash help to get your simplified business technology started today. Victor Antonio Welcome to the program

Unknown Speaker  
selling is all about really it's we're not selling a product you're not selling a service you're not selling. You're not selling whatever

Brian Nichols  
you think you're selling a solution you're selling change Welcome to The Brian Nichols Show your source for common sense politics on the we are libertarians network as a sales and marketing executive in the greater telecommunications cybersecurity industry, Brian works with C level executives to help them future proof their company's infrastructure for an uncertain future. And in each episode, Brian takes that experience and applies it to the liberty movement. And this is why we talk about being the trusted advisor, you should be able to help us that expert guidance and all the opinions that I'm sure that you have, and help lead them towards not just a decision, but the right decision. Instead of focusing on simply winning arguments or being right. We're teaching the basic fundamentals of sales and their application in the world of politics, showing you how to ask better questions, tell better stories and ultimately change people's minds. And now, your host, Brian Nichols. Well, happy Friday there, folks, Brian Nichols here on The Brian Nichols Show. And thank you for joining us on of course, another fun filled episode of The Brian Nichols Show. Now let's start off. Happy Thanksgiving. What are you thankful for? This year, I'm thankful to start off with you guys. Because you guys have been absolutely phenomenal in helping us reach more people than I ever thought possible. You guys have helped us hit the top 2% of podcasts globally, globally of all podcasts. And that's why I'm so thankful for you guys this year. I'm thankful for my amazing team. Thankful for my amazing family. And yes, I am thankful for the opportunity for us to make a difference. So thank you to everyone who's helped make The Brian Nichols Show. Yes, one of the fastest growing podcasts out there, not only the greater liberty movement, but but in podcasting, in general. So, with that, moving on to today's episode, so today, it's gonna be you and me. And I'm recording this the day after Thanksgiving here in 2021. And yeah, it's been weird, you know, very weird. 2020 very weird 2021. I don't know if we'll ever see the no the normality that we're looking for. And candidly, I think the normality we're going to see is going to be on us. And this is why the sales and marketing approach to liberty, that the approach that we've taken here at the program has been so important, because this is how you can ultimately not only change people's hearts and minds, but then segue that into actually changing policy making other people's lives better. And they go hand in hand. And for today, I want to do to our morning sales huddles which do go hand in hand. The first being, yes, don't be afraid of change. But also, how can we help you close more business they go hand in hand change and closing more business. Let's start off with talking about change. And as a sales pro, one of the hardest things we have to do is ultimately help reframe and change someone's mind. Now while this is the end goal, there is so much that goes into changing someone's mind that we sometimes forget the underlying theme change. Change can be good or bad. Change can be simple or difficult and too often in our pursuit of selling change, we forget that we ourselves might need to react and adapt to the changes taking place around us. Back when I manage gyms I had a sales guy who would sell personal training with sessions and he was an older seasoned rep probably in his late 50s or so and for years he had been absolutely crushing it and then out of the blue. His number started dip the gym owner asked me if I would be willing to start shadowing some of his client meetings to see what was going wrong. And man, oh man, when I sat down to observe, it became so obvious. He was asking people to make huge changes themselves, yet he himself was not willing to change a single thing in his sales presentation that he'd been doing for probably 20 years. That point. His presentation looked like it literally came straight out of 1997, the clientele he was selling to was in their early 30s. How can you inspire somebody to change when you won't be willing to change yourself?

I sat down with a sales guy. And I told him the brutal truth, his sales presentation was perfect for someone his age, but his clientele isn't him. Nor is it a lot of people who are his age, the truth stung, but he acknowledged that his number has been dipping, and he was going to let me help him revamp his presentation, and then give it a try. The end result a month later, he was back at the top of the sales board beating all the other reps in scheduling new personal training sessions. So don't be afraid of change, especially when it's change you're trying to sell. So then the question goes, Okay, well, I understand I need to change in order to be able to sell change. But how do I actually close the business? How can I get someone to say yes to change? Well, that's going to our underlying theme of the next morning sales huddle your foolproof guide to closing more business. closing the deal can be one of the hardest things for any salesperson to do after you've gone through and identify the problems your prospect is facing. presented your solution is not only the best solution in terms of the one that can actually help solve their problem, but the one that brings the most value. And yet, sometimes you just can't seem to get the deal moving forward. Why why is it so hard to close business? Because we make it harder than it actually has to be? When we're asking for business. We're facing human nature head on forcing them to make a yes or no decision on whether or not to move forward. But we don't need to present the the situation in that way. Rather, instead of presenting your solution to the prospect and asking, Okay, ready to sign? I prefer to ask my prospects this one magic question instead. Prospect based on XYZ. Does it make sense to move forward? And then silence? See, I've reframed the buying question away from the binary yes, no in terms of moving forward. Instead, I positioned it in a way that brings our prospect into the process of asking for not only their judgment, but for them to actually draw us a map going forward to show us the way to get the deal done. And if your prospect says no, it doesn't make sense to move forward, then your follow up response is as simple as then, Mr. or Mrs. prospect, what would we need to do in order to help move this forward? There are so many variables in sales that could come into consideration that it's entirely arrogant for any salesperson to assume that they have checked every box blocked every objection and quelled every concern that the prospect has. Give your prospect the opportunity to confirm that they are ready to move forward. And it doesn't make sense, they will tell you, but framing your closing questions in a manner that allows your prospect to give their input and help you close the deal is a surefire way to close more business starting today. So folks, what do you think? Are you thankful for today's episode here of The Brian Nichols Show as we recap two of our morning sales huddle, I hope so. And I hope that you if you did get some value, you do me a favor, head over to wherever it is that you get your podcasts and give us a five star rating and review or you can head over to the Brian Nichols forward slash reviews. And leave your review right there in The Brian Nichols Show show website the the five star reviews are just coming in left and right and I cannot thank you enough to everyone who's taken the time to go out of their way and give us a five star rating and review. Thank you to all of you who have helped make the show again, one of the top growing shows here in the greater Liberty world but also have given us a chance to really help make things better. I've said it once and I'll say it again. We are making a difference. We're hearing the conversations changing. We are hearing the approach that people are taking as it pertains to actually bringing Liberty forward as not just a great idea, but a tangible solution to the problems people are facing. We're making a difference. And at the end of the day, it's because we're taking the steps to be different than what we've been doing in the past the status quo of yesteryear is gone and To anyone who's trying to embrace the old way of doing things. Remember, that is someone who is afraid of change. It is someone who wants to embrace what is not necessarily the most successful means going forward. But that which is easy, and incentivizes more of the same. I'm thankful this year, because we're seeing that that old way of thinking is just that an old way of thinking.

I know, social media isn't real life. But when you look at the engagement of those folks in the greater Liberty world who engage in yes, that old way of thinking, I'm sorry, the results are clear. The conversation has shifted away from those individuals having as much power and authority in the liberty movement, and is gravitating towards those who are serving as the problem solvers, the communicators, and most importantly, the trusted advisors. And as we build this movement, and reestablish narratives that truly can't be questioned. We will win. We are winning. And for that, I am thankful. With that being said, Folks, thank you for joining us on today's episode of The Brian Nichols Show again, if you enjoy the episode beyond giving us a five star rating and review, please feel free to go ahead and give us a share and when you do go ahead and give me a tag at B. Nichols Liberty coming up tomorrow we're gonna do another throwback episode because yes, Jeremy Todd, believe it or not decided against recording an episode of sell liberty on actual Thanksgiving. I know shocking. He decided to spend some time with his family. Good Jeremy good. Yes, more libertarians. Take note focus on priorities as we talked about there with Mark Claire back. Last week, last week, beginning the week, I can't remember all I know is that I'm thankful for you guys for this week. So with that being said, make sure you hit the subscribe button so you're not missing tomorrow's throwback episode. But with that being said, it's Brian Nichols signing off. You're on The Brian Nichols Show for our morning sales huddle. We'll see you tomorrow. Thanks for listening to The Brian Nichols Show. Find more episodes at the Brian Nichols If you enjoyed today's episode, don't forget to subscribe. Want to help us reach more people? Give the show a five star review and tell your friends to subscribe to find us at Brian Nichols and download the show on Apple podcast, Spotify or wherever you listen to podcasts. Follow me on social media at V. Nichols liberty and consider donating to the show at Brian Nichols forward slash support. The Brian Nichols Show is supported by viewers like you. Thank you to our patrons Darryl Schmitz, Maura Stanley, Mike olema, Michel, Mankiewicz, Cody, John's, Fred de caster, and the we're libertarians network. trust the experts we're all in this together it saves one life raise your hand if you heard any of those tiresome phrases over the past year and a half. I know my hand is currently raised millions of people across dozens of industries are labeled on essential and forced the lockdown with livelihoods in futures crushed in an instant and as government has continued to expand its power and leverage fear to turn neighbor against neighbor a group of filmmakers have taken a stand and are determined to help set the record straight on the importance of following the actual science of the pandemic follow the science on lockdowns and liberty from the sound mind trade group is a brand new Docu series highlighting the stories of those negatively impacted over the past year and a half by ineffective government policies enacted in the name of following the science with noted experts like Nick Hudson from Panda the pandemic data analytics organization healthcare policy advisors like Scott Atlas and telling stories of business owners families and just your average everyday person harmed by these government mandates follow the science on lock downs and liberty is giving us a chance to make sure the true stories of the pandemic are told so please help us at The Brian Nichols Show in supporting the sound mind creative group with notable figures in the liberty movement like Dr. Tom Woods donating 1000s of their own dollars to this project. You know just how important this project is. So head the Brian Nichols forward slash follow the science to donate and catch their brand new trailer to the Docu series one more time. That's Brian Nichols forward slash follow the science

Transcribed by