Dan Lok is already a mega success. He is rapidly to the top of the business coaching world.
Dan’s direct verbiage and all action approach is no doubt a result of the difficulties he face as a child, born in Hong Kong, at the age of 14, Dan & his family moved to Canada to start a new life.
Not long after arriving the Lok family was rocked, when Dan’s father rang from Hong Kong, informing them that he had gone bankrupt and would be staying in Hong Kong, leaving Dan & his mother to fend for themselves.
After moving into a small one bedroom apartment and struggling to get by, with Dan’s father unable to send money to support the family & Dan’s mother unable to bring in any money due to her limited skillset. Dan began his first, and last 9-5 job, aged 16 bagging groceries.
Dan entered college in the hopes that it would bring him prosperity. He dropped out shortly after, having met a man that many years later he would refer to “The financial mentor that taught me everything.” Alan Jacques. Alan taught Dan the skill of copywriting, Dan vowed to become successful enough to support both of his parents.
Dan failed at 13 business ventures before he finally experienced success.
Dan admits that if he could change anything about his past he would not have started all of those foolish business endeavors that ultimately ended in failure. He blames desperation for the doomed business ventures that drained his resources, wasted his time, and hijacked his focus.
But those failures developed the now renowned laser like direction of Dan Lok’s coaching. Listen in as Dan explains 3 powerful sales secrets that will change not only your focus but how peoples minds can be influenced to buy anything you want them to..
Transcript | Dan Lok – Sell Anything To Anyone
Go ahead, sell me this pen. Today I’m going to teach you, how to sell anything to anyone, any time.
Now when it comes to selling, when it comes to closing, there’s so many techniques and so many ways. Today I’m gonna share with you three powerful secrets that you can use to sell anything to anyone.
The very first secret is this..
How do you turn something that’s a commodity, how do you sell a product, how do you sell a service in such a noisy marketplace? Number one. Understand this, people don’t buy because of logic, people buy because of emotions and they justify it with logic, people buy based on emotions and they justify with logic.
I want to think of something that you want to buy in your life, it could be a car, it could be a house, it could be anything. I want you to picture that, once you have that in your mind, I want you to ask yourself this question.. Why do you want to buy it? why do you want to buy that particular item, why do you want to own that item, why is that, maybe it’s a new suit, it looks good on you, maybe it’s a new dress, maybe it’s a new car, maybe it’s a new house, maybe it’s a vacation but why do you buy it?
I want to dig a little bit deeper
If you pierce through the layers I think you’ll realize you are buying emotions, maybe you buy the item because of greed you want to make money or you wanna save money or maybe it’s because of generosity, that by buying this item is gonna help other people. Have you know noticed sometimes even the companies out there if you buy this particular product they’re gonna donate a certain amount to charities, maybe you buy because of generosity, maybe because of shame that if I don’t buy this I’ll look foolish if I don’t own this I’ll look foolish or maybe it’s fear that if I don’t buy this I’m gonna be missing out I don’t want to miss out, maybe it’s an escape there you go on vacation, your 9-5 job is driving you crazy and you say “Oh man, I need some time off.” Maybe doing it, buying it because it’s an escape. Whatever those reasons are those are very often emotional reasons, so you buy because of emotion and you justify it with logic. So think about when you’re selling something to somebody, are you just talking about features and benefits, what this thing would do for you, or are you pushing those emotional heart buttons?
I remember one time I was in Harry Rosen
Which is a very well-known menswear store, high-end, in Vancouver. I walk into the store and I was walking by the Tom Ford section, and the salesman approached me and said “Sir is there anything I can help you?” “No I’m just browsing around.” and he said “Do me a favor, put this suit on.” Now at the time, I’de never owned a Tom Ford suit before. I have a lot of suits, but I don’t have a Tom Ford suit, he said “Do me a favor, put this on.” I said “All right.” I put it on.. “So how do you feel?” “Well if it feels pretty good.” “Okay, also try this on, put on this tuxedo.” I said, “Okay that’s pretty cool.” “Oh it looks great.” he said, “Sir are you a fan of James Bond?” I say, “Who isn’t a fan of James Bond, like duh.” He said “You see this suit right here this tuxedo, is the exact suit, exact same design as he, James Bond wears in Casino Royale.” You know the scene when he was gambling, it looks good! And before you know it, I bought the damn tuxedo right and it’s a lot of money, cost a lot of money and if you think about that. What am I buying? I’m buying emotions, what I’m buying is this, I’m buying when I wear this tuxedo I mean I feel good, as a James Bond fan I feel like James Bond even logically I know this of course is not James Bond I’m not James Bond, but emotionally it takes me. This is cool that I own, you know I wear the same tuxedo, the same it right, the same everything and then he up sold me on the.. like the shirt and the cufflink, the whole nine yards right. That’s what I’m talking about.
People buy because of emotions and they justify with logic
You have to understand that. Son’t push your products, don’t just push your services, don’t push the features and benefits, think about what are those emotional hot buttons that you’re pushing.
Number two. People don’t buy their way into something, they buy their way out of something. It means people very often, they’re buying something, because they have a problem they want solved. They want to buy their way out of that problem.
People don’t buy the drill.. they want a hole in the wall
So what is it that you are, you are helping them solve? What problem? What is it, what is that thing, you have to understand.
So I always say the amount of money that you make is in direct proportion to how deep you understand your marketplace’s pain.
The amount of money you make is in direct proportion of how well.. how deep you go, how much you understand your marketplace’s pain. So you have to understand what it is, what are the things that people have and how can you help them relieve some of that pain? So think about that. Number three.
People don’t buy products and services, they buy stories.
Because when there are so many choices out there the marketplace, on the Internet any product that you want, there are hundreds and hundreds of choices. How do you stand out? How do you add emotions to a commodity, a pen.. What’s the difference between a $2.00 pen like this or a $800 Montblanc, John F Kennedy, limited edition exclusive pen, $800 pen, it’s the same pen it’s the same functions.. Story, when we add story to an item, suddenly when you add the John F Kennedy, the president story attached to a brand to a logo it is ten times more valuable, it is a hundred times more valuable, it is 300 times more valuable. That particular pen, all because of story, it writes the same, a $2.00 pen you can write too, that’s the difference.
So think about, what’s the story? How can you inject stories into everything that you do? Maybe it’s an origin story, how did you get started? Why do you do what you do? Also have stories of your customers..
We just launched a new YouTube channel you can click on the link below and put a link below in the description you can check it out. It’s the Dan Lok global community on YouTube, it has nothing to do with the program that I teach. It has everything to do with stories. These stories for my students, what they have learned, their background, their stories, has nothing to do with me has nothing to do with with the program that I run, has nothing to do with that but stories.
It’s other people’s stories, other people’s success stories,
So where are you using stories in your marketing, in your business? How else can you use stories?