Nothing is more frustrating
when you spend all that time and effort talking to a prospect, and then at the end, you
don’t close the sale. Today, I’m going to teach you
three most important skills that you must understand
and master in sales if you want to be a
successful entrepreneur or a successful salesperson. You see, most people don’t
know how to communicate. Fewer know how to sell, almost
no one knows how to close. If you’re a salesperson, if
you are a business owner, it is your duty, it is your
obligation to close that sale. Now maybe, the kind of close that happens, maybe it happens after a
presentation that you have given in a conference room. Maybe it happens over the phone. Maybe it happens in a shop. Maybe it happens in a showroom, or maybe it happens in
a home kind of setting, or maybe it happens after
you do an online demo. Whenever and wherever a close
that is supposed to happen, it is your responsibility
and your responsibility alone to close that sale. Most salespeople do not get this, right? They get very good at everything else. They are very good at prospecting, or maybe they get very
good at cold calling. They are doing very good
in terms of outbound, or they are very good
at giving presentations, or they’re very good at
giving people demo online. But unless you close that
sale, nothing happens. You become a very, very
good presentation giver. You become a very good
demo guy, and guess what? Those things don’t get you to the bank. Closing is the only thing
that gets you to the bank. So today, let me teach you three things, the three skills that you must know, three important skills you must master, if you want to earn more money. Sales skill number one,
the ability to empathize with your customers. You see, if you’re
selling low ticket item, or you’re selling a commodity, you work in a retail shop, people come in, they grab and go, or
you’re selling something that’s transactional. You just show them the aisle,
or you show them stuff, well, you don’t really
need to have empathy, because you’re just
providing a quick answer, a quick solution. However, if you’re selling
anything that is significant, if you’re selling something
that’s high ticket, you need to have deep empathy. One thing I always say is this: people don’t care how much you know, until they know how much you care. When you are selling
something at a higher price, at a high transactional value, your customers need to know
that you’ve got their back. And you have to be able
to connect with people. You know what, if you want one big secret when it comes to having tremendous success when it comes to closing,
here’s one: give a damn. Actually give a damn about the
wellbeing of your customers. Give a damn about their results. Give a damn about their outcome. When you give a damn, if
your product or service are not a good fit, you gotta
tell them it’s not a good fit. If there’s other people,
there are other people that could provide a better
service, better than you, you will not hesitate to
recommend that to your prospect. That is what I’m talking
about: giving a damn. I was doing a role play
with one of my students during one of our live classes, right? We were doing role play, and he was saying all the right things, he was
asking the right questions and kind of following the formula, saying the right words,
but I said, “You know what? “You’re not gonna close.” He was like, “Oh, how come?” “I’m saying all the right things, “I’m following the formula.” I said, “I don’t feel
like you give a damn. “I don’t feel like you care. “There’s no empathy, you’re like a robot! “All your answers and
questions are so mechanical “and so robotic, I don’t
feel the connection. “I’m not able to connect with you. “If I don’t connect and I
don’t feel that you care, “I’m not gonna buy.” And at first, he was puzzled,
he didn’t quite get it. I said, “Do it again. “And then do it again, do
it again, and do it again.” And then finally, after
multiple times, I said, “Now, that’s better. “Now it comes across that you actually “care about their wellbeing.” Very, very important to have that ability. Great closers have that ability, to develop deep connections
with their prospects. Skill number two, and that is the ability to uncover challenges and discover your prospect’s pain points. I always say, no pain, no sale. The problem is, is not that
you don’t know how to sell. The problem is, you don’t
know how to diagnose. Most salespeople, they talk too much. They don’t know how to ask questions. You’re losing sales, not because you don’t have product knowledge. You know your products or
services very, very well. You’re losing sales because
you can not diagnose exactly what your prospects’
problems and concerns are. You see, your product doesn’t drive sales. Nobody cares about that. Problems drive sales. In order for you to
motivate, inspire and empower your prospects to buy right now, you need to be able to
understand and diagnose exactly what their problems are. Does that make sense? So think about this as where they are at, where your prospect is at. This is where they wanna go. From where they’re at to where
they wanna go, guess what? This is a gap. There’s this gap, it
is your job as a closer to make the prospect understand
how your product or service or solution can bridge that gap. If you don’t understand what this gap is, you’re not gonna close the sale. If all you do is keep
pushing your features and benefits, they’re not gonna buy. That doesn’t motivate them to buy. Then you’re gonna get objections
like, “Yeah, you know what, “that sounds good, but I
kinda wanna think about it. “Let me get back to you.” Or maybe, “Follow with me in six months.” When you can help your
prospects understand that you are the perfect
company to help them bridge that gap, that’s when they buy. See, sometimes the problem
is not what it sounds like or what it looks like. Prospects don’t even know
exactly what their problems are. They might say, they come to you and say, “Hey, I want XYZ”, and
they might think, XYZ, that’s what’s gonna solve their problems. But actually, they actually
need something else. Maybe they need DFG, right? They need something completely different. But they don’t know, it is your job to help them understand,
it is also your job, just goes beyond just your
products and services, it’s your job to
understand the big picture, and how your products or services best fit to help them solve their problem. You cannot do that if you
don’t have the ability to uncover challenges and
diagnose their problems. Skill number three,
and that is the ability to handle objections. Now, you’ve seen this a
lot, people talk about how to handle objections in sales. You know, your prospect says this, then you’re gonna say that. This is how you’re gonna respond, this is how you’re gonna reply. All that is good, but my approach when it comes to objections,
I actually do not like to handle objections,
because the way I see this, if you’re thinking about
handling objections, you are being reactive. You’re waiting for the
prospect, you say this, then I’m gonna do that, it’s like a martial art, right? Someone throws a punch,
and then I’m gonna do this, and then he throws a kick,
then I’m gonna do that. You’re always playing catch
up, you’re playing defense. I would much rather play offense. I believe the best
defense is a good offense. I like to preempt objections. I like to set the agenda so
objections don’t even come up. Done properly, objections
don’t even come up. And another thing I believe
in is, I don’t use a script. A lot of sales gurus or
trainers, they wanna teach you, okay, this is a script that you use. This is exactly what you’re gonna say, this is how you say it line-by-line. I compare that, it’s like
going to a boxing match with a predetermined plan. I’m gonna throw a jab, and
then he’s gonna do this, and then I’m gonna throw a hook, I’m gonna throw a cross,
I’m gonna throw an uppercut, it is stupid. You can not pre-plan too much. You need to have flexibility,
or Bruce Lee said, you gotta be like water, my friend, to be able to do that. I’d much prefer to
preempt objections versus handle objections. Preempting is proactive,
handling is reactive. There are better and smarter
ways to sell and close. You don’t have to do what
everybody else is doing. There are better ways to do this. I teach a methodology
called High-Ticket Closing. We now have students
in over 150 countries. Now it’s the ninth season that we have. If you want to learn the
skill, the art and science of closing, no BS, no
nonsense, what works right now, when it comes to selling
premium products or services. Click the link here or here and join us. Our next season’s
starting very, very soon. So go ahead, check it
out, see for yourself. Why do we have so many
successful students? Why do we have so many successful closers? There’s a reason for that,
so go ahead, join us. I look forward to seeing you in class.

The 3 Most Important Skills In Sales

100 thoughts on “The 3 Most Important Skills In Sales

  • April 7, 2019 at 1:27 pm
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    If you had to pick ONE of my videos
    as your favourite, which one would it be?

    Comment below and let me know,
    why it鈥檚 your favourite video.
    Maybe I will expand on it
    in a future video.

    Reply
  • April 13, 2019 at 12:47 am
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    Consolidated. 馃憤

    Reply
  • April 13, 2019 at 10:36 am
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    Awesome Video!

    Reply
  • April 14, 2019 at 9:23 am
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    Love your content! So spot on 馃憣

    Reply
  • April 14, 2019 at 11:48 am
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    How do you preempt an objection?

    Reply
  • April 16, 2019 at 5:10 am
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    Thank you 馃檪

    Reply
  • April 16, 2019 at 5:22 pm
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    I love this msg its POWERFUL! I am encouraged to continue doing these skills.

    Reply
  • April 20, 2019 at 1:56 pm
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    How to close? Your videos are helpful to since i really want to be an entrepreneur

    Reply
  • April 22, 2019 at 10:19 am
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    Sell me a pen

    Reply
  • April 23, 2019 at 12:21 am
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    Like Obi-Wan says : The strongest defense is a swift and decisive offense

    Reply
  • April 24, 2019 at 3:48 pm
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    The 3 Most Important Skills In Sales

    Closing is the only thing that get you to the bank.

    1. The ability to EMPATHAIZE with your customers, i.e. develop a deep connection with customers by 鈥済ive a damn鈥. 鈥淧eople don鈥檛 care how much you know until they know how much you care.鈥

    2. The ability to uncover challenges and discover your prospects pain point. 鈥淣o PAIN, no sell.鈥 *Don鈥檛 sell, DIAGNOSE the problems and concerns of your clients. Bridge the gap between where your clients are and where they want to be.

    3. The ability to handle objections. PREEMPT objections: set the agenda.

    Check the High-Ticket Closing course.

    Reply
  • April 26, 2019 at 12:04 am
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    My number 1 choices is 鈥渢he 3 skills to close a sell鈥
    I have small business about Refrigeration and Aircondationing Service most of all clients call I did close every day I watch your videos to get more idea how to a deal

    Reply
  • April 26, 2019 at 12:29 pm
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    Closing Part is the bit i struggle with the most. Great vid Dan Lok! Always creating great helpful content that provides a solution 馃檪

    Reply
  • April 27, 2019 at 8:58 am
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    I have issue getting to the right person, receptionist guards the door… How?

    Reply
  • April 29, 2019 at 9:23 pm
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    How we should care? With the tonality?

    Reply
  • April 30, 2019 at 7:22 pm
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    I love this video!!!!!! It鈥檚 is such a mind blown value of information!!!! Thanks for sharing and teaching us! Love this 馃槏

    Reply
  • May 2, 2019 at 7:12 am
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    I have my first meeting this Friday to lock down my first big client! This was perfect timing for me. Great video!

    Reply
  • May 3, 2019 at 10:05 am
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    Dear ,please make podcast for your videos…

    Reply
  • May 9, 2019 at 2:26 pm
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    Thank you!!!馃檪馃檹

    Reply
  • May 14, 2019 at 6:40 am
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    Most of the sales training focus on asking the right question, create need for the customer and urgency. But many sales professional only focus on getting the deal done, without concerning the customer.

    Reply
  • May 15, 2019 at 5:07 pm
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    Hi Dan, how to master close in selling?

    how to learn to close sales?

    how to invest in myself in term of close skill?

    please Dan inform me foe this skill

    I am expecting your reply.

    Reply
  • May 15, 2019 at 5:07 pm
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    Hi Dan, how to master close in selling?

    how to learn to close sales?

    how to invest in myself in term of close skill?

    please Dan inform me foe this skill

    I am expecting your reply.

    Reply
  • May 16, 2019 at 5:26 pm
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    Dan Lok
    You are absolutely correct in every respect, and I know from my own
    experiences and sales training.
    Particularly important is eliminating potential objections so they don't
    even enter the mind of the potential customer.
    Once an objection comes up the salesman or sales woman has not
    done their job well enough, and needs to correct this,as it is akin to
    stepping into a mine-field.
    Besides that it can mean wasted time talking with the client and not
    achieving a sale, as closing against objection can become difficult.
    As always, 'Prevention' is better than a cure.
    Discovering the clients needs, and fulfilling their needs, eliminates
    potential objections.
    When I was working in sales ( and selling different products) I would
    ask the client, 'Knowing how (This product or this service) will solve
    your problems and help you, as you said that it is what you are looking
    for, and if I can do this for you within your budget, is there any reason
    why you wouldn't buy today?
    … Then smile and shut up ….
    The first one to speak looses …

    Reply
  • May 18, 2019 at 5:17 am
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    23601

    Reply
  • May 23, 2019 at 1:39 am
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    RIP to the 68 dislikes

    Reply
  • May 25, 2019 at 4:23 am
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    I love it

    Reply
  • May 26, 2019 at 2:55 am
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    Is that good idear

    Reply
  • May 26, 2019 at 9:30 am
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    If You Don't Have The Script You Are Not Serious

    Reply
  • May 27, 2019 at 5:51 pm
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    7:29 Lol for the first time I saw you in casual clothes

    Reply
  • May 28, 2019 at 5:02 pm
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    This is a GREAT聽 video I love it , Zac

    Reply
  • May 29, 2019 at 3:25 am
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    Mr Lok, your videos are adictive !!

    Reply
  • May 29, 2019 at 7:32 am
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    Wow.
    Thanks Guru馃檹

    Reply
  • May 29, 2019 at 7:44 am
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    yes, fix what customer want

    easiest way is shift your perspective from sales man to a customer…
    let say i wanna buy a car, i wanna cheap and basic function but with some good feature…but priority is price
    secondly, is about loan i can get
    and thirdly color is highly important, if i dont get the right color, i wont buy
    So ask me that

    Reply
  • May 30, 2019 at 5:31 am
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    1. Care about your customers
    2. Discover their pain points& how your product will get them to the next level. Problem drive sales.
    3. Preempt objections, dont handle objections

    Reply
  • May 31, 2019 at 9:48 am
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    Hello Dan. I watched your many videos.
    There is a suggestion…
    You speaks alot.
    But Kindly try to express key points only.

    You always starts your keypoint after speaking 3 to 4 minutes

    Reply
  • June 1, 2019 at 11:36 pm
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    The music is disturbing 馃槚馃槚

    Reply
  • June 3, 2019 at 1:58 pm
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    This is great! Thank you.

    Reply
  • June 5, 2019 at 12:21 pm
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    thank you for this. never had it in mind to empathize with my prospect and discover their challenges. Will put this into practice

    Reply
  • June 5, 2019 at 5:02 pm
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    hi dan do you guys ever do training in the detroit metro area

    Reply
  • June 6, 2019 at 5:31 pm
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    I have learnt a lot from the videos and your knowledge has changed my thinking thanks alot and am still learning as well putting everything in practice

    Reply
  • June 7, 2019 at 3:43 pm
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    I don't use scripts either. You are right. Every client is totally different. Thanks for sharing.

    Reply
  • June 7, 2019 at 7:11 pm
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    Thank you very much.

    Reply
  • June 11, 2019 at 8:31 pm
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    Rule 1) Know your product
    Rule 2) Know if it fits the needs of the buyer.
    Rule 3) If it does, Close the deal and sell goods or services. And Close That "Gap" ahahahah gg.

    Reply
  • June 12, 2019 at 5:29 pm
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    MR.DAN, how to invest the money in the age of 20s. give me some advice.

    Reply
  • June 13, 2019 at 11:31 am
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    The 3 Most Important Skills In Sales (High-Ticket Closing):

    1. The Ability To Empathize With Your Customers

    – People don't care how much you know, until they know how much you care

    – Give a damn

    2. The Ability To Uncover Challenges And Discover Your Prospects Pain Points (problems & concerns)

    – No Pain, No Sale

    – Don't Sell, DIAGNOSE –> ask questions

    – Problems Drive Sales (motivate, inspire and empower)

    3. The Ability To Handle Objections

    – the best defense is a good offense (done properly, objections don't even come up)

    – don't use script, be like water (flexibility)

    – Preempting is proactive, handling is reactive

    Reply
  • June 13, 2019 at 6:28 pm
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    Any tips for student support officer, who has to sell masters courses?

    Reply
  • June 14, 2019 at 2:39 pm
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    Well said. Keep it up. Dan, you spoke everything that I went through. I am good at getting leads through cold calling and also good in giving demo's but closing is yet tricky with regard to certain customers, who say, I have your number, I will call you. Also, certain customers, shake hands with me again and again, show interest but yet my product needs to drive sales. I deal with surgeons. Yes, I have yet to know the right trick of telling them how my product can bridge the gap. This is Anthony from Santacruz, Mumbai, India.

    Reply
  • June 16, 2019 at 4:25 am
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    Thank You Sir Dan

    Reply
  • June 18, 2019 at 12:41 am
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    I love you brother! You have help me a lot a lot to be a new person

    Reply
  • June 18, 2019 at 6:22 pm
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    Thank You Sir.

    Reply
  • June 20, 2019 at 11:25 am
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    Hey Dan uam from iraq, kurdistan i also need your vedios too much finally i found god bless you 馃尮

    Reply
  • June 23, 2019 at 9:04 am
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    "Actually give a damn". So simple, but so often forgetten. Thank you for the reminder

    Reply
  • June 26, 2019 at 1:25 pm
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    Hey Dan, just a little confused, you say you don't use scripts and gurus try to provide people with scripts, but aren't you selling and marketing your 'Perfect Closing Script' to people? Just seems a little odd is all

    Reply
  • July 1, 2019 at 11:26 am
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    Hy Dan.. I am from India
    I am right now doing 12th and our school has a main subject for commerce of without maths as a Marketing and Salesmanship soo basically I am doing a detailed theory of sales in my high school but I don't find myself fit in salesmanship
    I don't know how to make a good and effective presentation
    I have been following you from so long but I don't find it more suitable soo can you make a video on how to make a presentation
    Thank you.

    Reply
  • July 3, 2019 at 9:21 am
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    These were so good because there is nothing worse than going to place with your mind made up to make a purchase, only to be talked out of it (literally) by one of the sales person or individual you meet. For ex, I鈥檝e met with consultants who said things like 鈥榦h, you don鈥檛 need tht.鈥 Or, worse, 鈥榙on鈥檛 expect to see significant difference鈥 etc etc.,鈥

    Why would I spent $3,500 for a treatment to maybe get some results. I appreciate the realistic feedback, however, at least thrive to build connection by showing genuine interest about my concerns because what may not be real to them is real for me

    I鈥檓 like that鈥檚 it the moment someone behaved this way during a meeting. I won鈥檛 be buying anything neither returned for future visits when I sensed this lack of care. Immediate delete future emails or ignore follow up calls

    Terrible

    Reply
  • July 3, 2019 at 2:08 pm
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    I made an app, but I don't know how to share to people 馃檨

    Reply
  • July 3, 2019 at 2:40 pm
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    how to start a small business?

    Reply
  • July 6, 2019 at 1:16 pm
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    5 things smart entrepreneurs never do .. and all the ones with you and jenny

    Reply
  • July 8, 2019 at 7:04 pm
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    True words

    Reply
  • July 9, 2019 at 1:22 pm
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    very good idea i like you

    Reply
  • July 10, 2019 at 6:55 am
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    Dan Lok
    Difference between Objection and Complaint???

    Reply
  • July 10, 2019 at 11:44 pm
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    i knew bruce lee would be mentioned in this video

    Reply
  • July 13, 2019 at 10:50 am
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    The foremost is how to fill the gap in the competitive world without better specification, a motivational factor…

    Reply
  • July 13, 2019 at 2:46 pm
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    I think u need to sell your self first

    Reply
  • July 14, 2019 at 11:51 pm
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    One of my favorite sales proverbs is…..鈥 LISTENING IS VERY HARD WORK…THAT IS WHY THERE IS SO LITTLE OF IT DONE. 鈥. Remember- SAMPSON KILLED 100,000 PHILISTINIANS WITH THE JAWBONE OF AN ….ASS鈥硷笍. 100,000 SALES A DAY ARE LOST IN. THAT VERY SAME MANNER鈥硷笍. BE QUIET…LISTEN CAREFULLY, AND THE CUSTOMER WILL EVENTUALLY TELL YOU ALL THE MANY ITEMS THEY WANT OR NEED TO BUY鈦夛笍 AND YOU ARE CONVENIENTLY SITTING ACROSS FROM THEM TO HELP THEM PURCHASE ALL THEIR NEEDS.
    William ~

    Reply
  • July 16, 2019 at 10:46 am
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    Dan Lok is the real dude.
    This means so much to me.
    I want to help people, not to get money.
    Money will come when you solve someones problem.

    Reply
  • July 16, 2019 at 8:51 pm
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    I feel like Dan gives something concrete, Grant Cardone doesn鈥檛

    Reply
  • July 17, 2019 at 8:52 pm
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    This guy just quoted bruce lee. That alone makes him my favorite person

    Reply
  • July 19, 2019 at 6:04 am
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    Hey Dan Kudos. Can I make the customer understand "y your competitors makes profit but not you" or what if I say " because your competitors own (xyz product) this…. that's y they r making business or profit" comments from anyone also welcome

    Reply
  • July 19, 2019 at 11:27 am
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    I can feel I was in class today.Thank you professor

    Reply
  • July 20, 2019 at 6:11 pm
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    What you are doing exceed the way of closing. I can see how this will help me communicate better in sooo many areas of my life!

    Reply
  • July 21, 2019 at 6:10 pm
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    I fail to close a deal last week. Watching this video makes me face slap myself. If only i got your tips earlier Mr Dan Lok.

    Reply
  • July 23, 2019 at 2:56 pm
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    The ideology behind bridging the gap between the you and the customers needs is so key

    Reply
  • July 23, 2019 at 2:56 pm
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    The ideology behind bridging the gap between the you and the customers needs is so key

    Reply
  • July 23, 2019 at 8:31 pm
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    missed chance to introduce the quote 'everybody has a plan until they get punched in the face' – Tyson

    Reply
  • July 24, 2019 at 7:29 am
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    Dan Lock you just rock my world of sales I have a dozen of your videos and I watch at least three before I sleep almost daily and they make my mind to BOOOM!!
    From Africa (Kenya)

    Reply
  • July 24, 2019 at 3:11 pm
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    what inspire you to do this

    Reply
  • July 25, 2019 at 7:24 am
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    "People don't know care how much you know until they know how much you care". Definitely going to remember that one and work on my empathy.

    Reply
  • July 26, 2019 at 1:44 am
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    Use your heart to
    touch hearts.

    Reply
  • July 26, 2019 at 6:01 pm
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    Dear Dan lok, on hearing every videos of your stuff, where did you learn and train your brain with that much of knowledge.

    Reply
  • July 26, 2019 at 11:12 pm
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    FUEGO馃敟

    Reply
  • July 28, 2019 at 9:39 am
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    Honestly changed the way I do business and hopefully I can help my mother and her business thanks for this

    Reply
  • August 1, 2019 at 3:15 pm
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    As a high ticket closer professional myself, your first two points were very good but your third point was ???. You will always get objections to things even if you plan well and are proactive. There will always be things that come up – you literally spent 5 minutes not discussing how to handle objections. Otherwise a great video.

    Reply
  • August 2, 2019 at 1:51 am
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    馃幆鉁旔煉%馃挊

    Reply
  • August 2, 2019 at 1:23 pm
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    People don't care How Much you know, Until They know How Much you Care.

    Reply
  • August 3, 2019 at 3:40 pm
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    Make a video on life insurance products selling. How to sell it to the customer on call & to convert them to buy it

    Reply
  • August 5, 2019 at 8:07 am
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    MR DAN … u have just shared all tht is taught by ALL TRAINERS … there is nothing special …. in ur video where u try to talk about 4 TYPES of customers … u do sound very arrogant and am sure the %age of customers u want to sell to would buy REGARDLESS who the sales person is in front of them ! so u r not selling ! … anything ! sorry !!

    Reply
  • August 6, 2019 at 10:35 am
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    Hello Mr.Dan Lok..
    I have a question here.
    How we can handle a prospect who present himself as he is in very hurry and busy and in a face to face meeting he'll just say please "be quick" what shall an closer can deal with that type of objection..??

    Reply
  • August 7, 2019 at 3:43 am
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    Jordan belfort the master of selling, "Always use a script"

    Reply
  • August 7, 2019 at 4:45 pm
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    Damn Dan I better give a damn, damn!!

    Reply
  • August 9, 2019 at 9:53 am
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    0:46 I vote left one and you?

    Reply
  • August 14, 2019 at 10:44 am
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    "give a damn"

    Reply
  • August 15, 2019 at 1:25 am
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    Sounds like high pressure sales, which are immoral and will never stop gnawing at your conscience

    Reply
  • August 17, 2019 at 2:25 am
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    Thanks Dan Lok, very good information I can apply immediately in my business….

    Reply
  • August 18, 2019 at 7:52 pm
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    Good

    Reply
  • August 21, 2019 at 10:01 pm
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    Great advice " just give a damn" about your customers or clients

    Reply
  • August 22, 2019 at 2:43 pm
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    Hi good evening 馃檹馃挭馃槉thank you for taking this story I do it's game but I like coz true I like taking true

    Reply
  • August 22, 2019 at 2:45 pm
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    It's true馃榿馃檹

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  • August 22, 2019 at 2:45 pm
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    Thank you

    Reply

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