Jonathan Koo

21 beliefs about selling that have made me more money than any script I've ever written: 1. People want to believe you, and your job is simply to help their logical brain justify the decision they already want to make. 2. Selling happens before you ask for the sale, so by the time you mention price the sale is already won or lost. 3. No is not failure, no is the job, because if they could make the decision themselves they would have just sent the money. 4. If you didn't get a gasp when you quoted the price, you didn't go high enough. 5. You're not helping them, you're helping them help themselves, and that distinction is where all the power comes from. 6. The more you vanish from the sale and magnify the prospect, the more you close. 7. Selling is the transference of belief over a bridge of trust, and without both, nothing crosses. 8. Closers ask hard questions not because they're aggressive but because they genuinely care about the outcome. 9. The person who cares most about the prospect wins the sale, including the prospect themselves. 10. It's easier to handle obstacles before you mention price than objections after, so kill the zombie while it's still far away. 11. Every objection is a smoke screen for uncertainty because nobody ever says "I don't trust you," they say "let me think about it." 12. Conviction corrects tone automatically, which means you don't need ten tonalities if you truly believe in what you sell. 13. You have conviction in your product and they have conviction in their skepticism, and the most convicted person always wins. 14. They don't want to hear about the modules, the macros, or the features, they want to hear about Maui, so sell the vacation not the plane flight. 15. Your pitch should be under three minutes because no one cares about the features, they only care about where they're going. 16. Only three things should ever come out of your mouth on a sales call: questions, restatements, and anecdotal stories. 17. Listen twice as much as you talk because the person answering all the questions is the one getting interrogated. 18. The prospect who buys on pure emotion calls back two days later wanting a refund, because logic is what makes the decision stick. 19. You can only build trust if you genuinely want to help, because humans are exceptionally good at sniffing out intention. 20. Indecision is a decision and inaction is an active choice, which means every day they don't buy they're choosing the problem over the solution. 21. No program ever changed someone's life, the decision to invest in themselves did, so sell the decision not the program. Bookmark this.