Thursday, December 8, 2016

Clint Eastwood, Sales Genius

“Ever notice how you come across somebody once in awhile you shouldn’t have messed with? That’s me.”  Clint Eastwood “Gran Torino”

Ever notice how you come across someone once in awhile who is always unmistakably blunt and honest?  That’s Clint Eastwood.

If you have read my Maya Angelou article or seen the video Maya Angelou, Sales Genius, the theme is that people remember the way you make them feel.  Clint Eastwood intentionally starves the audience of dialogue only to bludgeon them with a few sharp words of truth delivered through his gritted teeth.  He wastes no words, yet his characters share a similarity.  Honesty.  Eastwood never uses any doublespeak or fuzzy language.  The audience knows where he stands without him having to try and convince them of anything. Clint-Eastwood-as-Insp-Dirty-Harry-Callahan-in-Dirty-Harry.jpg

As a salesman, you may be a great speaker whose voice is music to your own ears.  If so, it has to be gratifying that you’ve got an audience who might pay you at the end of your perfectly delivered sales pitch.  What if you just perfectly delivered honesty?  Would that work better?

Sales pitches are written specifically to get people to buy.  They are not written to tell the truth.  Otherwise, no one would ever buy overpriced pieces of shit (OPOS).  In order to be able to exude truth, you have sell the right thing to the right client and do it with rock steady conviction.

“You have to feel confident. If you don't, then you're going to be hesitant and defensive, and there'll be a lot of things working against you.” Clint Eastwood

So how do you attain this Eastwood kind of confidence?  You have to learn everything about the material you are delivering and everything about the client buying it.  We built our Insurance Professor Consulting Program for licensed insurance agents, so that they can deliver products to clients the best possible way.  I’m talking about the way that ends with happy clients and more income.

Here’s the rest.  I don’t know about you, but I like the idea of saying whatever I want without worrying what anyone else thinks.  It’s freeing.  I am not talking about insulting people.  I am talking about being honest with people for their own good and mine.  In my business, there has been a lot of effort put behind shielding the client from what he or she is actually buying.  I think the whole idea of it is idiotic.  Calling it “Mortgage Protection,” so you don’t have to say the words “Life Insurance” is weak.  Our training program is not about hiding things from the client.  It isn’t about wasting words.  It isn’t about driving Euro sedans and wearing shiny wing tips.  It’s about making it happen.

Some of our consulting clients already learned a different method of selling.  The old method.  Well, the old way is losing to the Brevity way.  I am not telling you that it is easy to forget the old way and adopt something new.  It is actually pretty difficult, which is why you will see the old way in practice for probably around 10 more years.  But, if you think you should be closing more and bigger business, you have to take the plunge.  The good thing about our system is that you have peers around you who are making or have made the same changes to their practices.

“To make a fighter you gotta strip them down to bare wood: you can’t just tell ’em to forget everything you know if you gotta make ’em forget even their bones… make ’em so tired they only listen to you, only hear your voice, only do what you say and nothing else… show ’em how to keep their balance and take it away from the other guy… how to generate momentum off their right toe and how to flex your knees when you fire a jab… how to fight backin’ up so that the other guy doesn’t want to come after you. Then you gotta show ’em all over again. Over and over and over… till they think they’re born that way.” Clint Eastwood, “Million Dollar Baby”

-Justin Stainback
Insurance Professor