Omar Cumberbatch: What are some of the key things that you've learned from your guests? Cause you have a tremendous variety of guests just talking about sales and business approaches. What was some things that kind of shocked you that not only shocked you, but made your business that much better because they were such important tips that you utilize going forward in your.

Jason Cutter: One of the biggest things for me, because I've operated in companies and then now as a consultant, and no matter what, I've still been in my bubble. Like I, I talked to other people, but, everyone has their, Piece of the world, their experience and where they're at. And so one of the biggest things that I noticed as a trend with pretty much all the guests I talked to, cause I asked them like, what makes for successful salespeople?

What have you seen in your industry? Whether they're a consultant or they work at a company or whatever that might be. And one of the biggest themes that come up all the time that I cannot express how important this is to anybody out there is curiosity. I think curiosity is one big thing that a lot of people in sales, either they focused on because they don't think that's important or they're afraid of doing it because they're afraid of upsetting their prospect.

And I'll explain that in a minute. But one of the biggest things is being curious. I know for me and my success in sales and in general is. I am super curious. Like I tell people, I am super curious. I will take apart a remote or something electronic. I'm terrible at putting it back together, but I will take things apart because I am curious.

That's why I have my degree in marine biology because I was curious about that. And then I've just transitioned that to being curious about people. Like literally if I were on a sales call, if that call was 30 minutes long, I'm asking questions and I'm curious for 25 minutes because I just want to know.

This is always weird when I do podcast stuff because I'm sharing my stuff. Normally, I like asking all the questions because I'm super curious. And so this is like weird for me. But curiosity is so important because you hear things, you listen to things, you pick up on details, you go deep with somebody, you figure out what really makes them tick, because once you know that.

You can solve it. The other part, and this is super important that everyone I talk to agrees with, is that you want to make the part that curiosity and asking questions plays into the sales process is people want to know that you care, right? The quote is they don't care how much you know until they know how much you care.

The way to get them to feel like you care is them talking more than you. Like in this conversation, this is the funny thing. I feel like you actually care about me because you're asking me questions. I'm doing most of the talking, which is the same thing you want with your prospects. And then your customers is you want them talking twice as much as you.

And so a lot of salespeople talk too much and ask too little. Instead, you want to be asking and then being quiet and then listening and let them run and not see that as a failure. See that like the more they talk, the more that deal just closes itself for you, which is so important because. Then it's just easy.

Omar Cumberbatch: You just came out of really nowhere. And I, and one of the things that I was really interesting is we all have our own personality. I obviously had yours that, you said you were shy and whatnot. How do we use our personality to identify that we have the capability even make that step forward?

Because I know that conceptually we think that we have to be like exceptionally like outgoing and blah blah You know that image that we have.

Jason Cutter: Yeah, can you talk about that a little bit? And that's one of the biggest things that I teach a lot of sales people now and work with a lot of sales teams and companies to focus on and this applies obviously, and I work with all kinds of sales organizations, people who sell health coaching or in the health field, anything like that.

Everything is sales. And the biggest thing that I realized is that doesn't work. What you talked about is of what people think they should do in sales. And I went down that same path many times where you see somebody else or you see something on TV, you see a movie. Where there's salespeople in and you're like, that's what it takes to be successful.

I've got to do that. I've got to have those kinds of closing lines. I've got to do those tactics. I've got to build that kind of rapport and I gotta have those stories. Some of that is important. Most of it is not. Especially it's damaging if it's not authentic. If it's not true for you, then it's not sustainable.

Like you can't be an actor and pretend to act like a salesperson, quote unquote, long term. You can do it short term, but it's tough to sustain that long term. Especially if you're doing something where the sale is the first phase. And then once the sale is done, then that's when the work begins, right? So we talk about health coaching, consultants, anything like that, where, sale isn't Hey, I sold you these knives and now I'm moving on to the next house and I'll never see you again.

It's, Hey, I sold you this. I sold you the value, the results we're going to get to. Now we've got to get to work, and if you're not authentic, then there's going to be a disconnect. It's not going to work. And one of the big things I tell people is that part of you that's true, where you came from, your experiences, the positives, the negatives, most people, especially health coaches, like they have a story.

They have something where maybe they dealt with a health challenge or their family members did something that's driving them to be excited and passionate about helping people. That's a valuable story. And if you're not, the perfect talking salesperson, just be you. Cause prospects, customers, people crave the real you, right?

The authentic you.

Omar Cumberbatch: It makes a lot of sense, because you don't want to, like you said, once you get to the hard part of actually, coaching a person and stuff, and you were like wild and crazy to get the sale, and then now you're like, dead on a log. You'd be like, what the hell did I just get into?

And they're not going to be happy with that at all.

Jason Cutter: Yeah, and what I see is also the other side, which is interesting, where take somebody, for example, they do some health coaching or any kind of, success coaching. And when they're in the moment of the coaching, they're fired up, they're excited.

That's their place. They should be. That's their passion. Like you can just feel that energy from them because that's what they're currently meant to do in this moment in their life, in this season of their life. That's what they're doing. Yet, when they're in the sales side, they're shy, they're holding back, they're worried, they're nervous, they don't want to upset somebody, they don't want the confrontation, they don't want somebody to say no, they're afraid of pushing, they're afraid of seeming like a salesperson or manipulating, and so that's not true for them either because the excited part is true.

Omar Cumberbatch: So how do you help like clients like that you work with position themselves? To get that balance of the two worlds that is sometimes so disconnected.

Jason Cutter: So there's two parts and the punchline in all this and the book that I'm working on and all the courses that I have, they're under the umbrella of what I call authentic persuasion.

And it's combining those two things. One is the authentic side, which is who are you? What are your strengths? What are your weaknesses? Leaning into those strengths and then also your experiences, your talents, your abilities, your skills. If you love the numbers, if you're an analytical person, then don't shy away from that because you're worried your customers aren't gonna that side and they want this other side.

How do you use that? And bring that as a way to provide value, right? Like health coaching. Okay, we're going to track all these metrics. That's how we're going to get here. I love the numbers. This is great. You'll attract the right clients. You'll move them forward because they'll want that, right? And it'll be a good fit.

And so there's the authentic piece and what's true for you. And then also why do you want to do it? Why do you want to be successful? Basically, what would you put on your vision board for what you want to achieve by growing your business, by being successful, by making more sales? So that's the authentic side in a nutshell, like the high level.

And then the second part is the persuasion piece. And this is where a lot of salespeople or people who have a sales aspect to their role or their life, where they are worried about doing it because they think persuasion is like manipulation and it's about tricking someone or just getting them to buy and what goes into that in all of our minds when we hear sales person.

And in fact, this is what's interesting. And this is what I've seen for years and years. Is that if you're not sure how the world feels about salespeople and how companies feel, look at the fact that most people don't have sales in their title. They have something else. Most companies call them account executives or business development representatives or something else than actually sales.

So the key is embracing what you do as a professional who knows. How you can help the right people when it's a right fit and then following a process every single time of how that conversation should go and then also knowing that you're the professional that will get them there instead of the thing I've noticed is a lot of people operate more like an order taker than a sales professional.

Omar Cumberbatch: It's interesting because I get. One of my guests to explain to me, because again, like that connotation of sales and like this, the used car salesman in this, that has a sleazy component to it, but if you're providing them with true value, nobody ever complains about paying for something that they actually get something out of, can you, like, how can you wrap your mind or maybe give us another perspective on, on changing that so that people feel more confident in what their value actually is?

Jason Cutter: So it comes down to what you just said, which is knowing that what you have to sell. Has value. And there's two parts to this. One is what is the value to somebody? What is the impact in their life? And when we're talking about health coaching, that one's really, it's clear, but it's not clear. I work with clients who are selling like marketing automation software.

And so if the business gets X number of leads, that will generate X number revenue. That's a clear return on investment. Makes sense. Here's what it's going to mean for your business, right? When you're talking about health coaching, it's okay. If you do this with your health or we put you on this plan, here's what it's going to do for you.

But sure, you can measure some things, but it's not the same. So you've got to understand the value, what that means to somebody. And again, I've sold all kinds of different services to people is you've got to understand literally at the most important level. How is that going to change their life and or save their life?

And I've sold lots of things and all of it I can always bring to the top level of how it will dramatically impact somebody's life. And, this is the important part, if they don't buy from me, how will their life go in the worst case scenario? So if we're talking about health, if they don't sign up with me as a health coach, what's going to happen with their health?

What's going to happen with their life? What are the possibilities? Get sick, heart attack, cancer, failed marriages, business, life, depression, like all of these things that are actually the outcome of not signing up with me. When I come at it from that approach. Then it's a totally different conversation because now I feel like it's my duty and my responsibility to help them because if they don't sign up with me, if they don't buy from me, I've let them down because the alternative is bad.