Selling is hard. But not for the reasons most people think. The number one reason it’s hard is simple: you want them to buy. That’s where people mess up, especially new salespeople. They get emotionally invested in the sale. They care too much about whether or not the person says “yes.” And when you’re focused on the outcome like that, you make it way harder than it needs to be.
The reality is that it’s all a numbers game. This is what I’ve learned over the years. You’ve got to remove the emotional attachment to each sale. You do enough sales activities, you’ll close a certain percentage. And for every “no,” there’s always a “yes” coming. That’s the law of averages. The more you do, the more likely you are to get the sale. Simple.
But there’s a way to increase your odds, and it’s not only about doing more. It’s about doing it differently. It’s called pre-indoctrination. Now, before you tune out because it sounds too technical, hear me out.
Pre-indoctrination is the process of educating and preparing your potential customers by focusing on their desires and the transformation they are looking for, rather than immediately selling your product or service. It's about teaching them about the result they want—whether that’s a cleaner home, more free time, or a simplified life—before you even make your offer.
In other words, instead of pushing your service right away, you take the time to show them the benefits they’re after. This approach builds trust and creates a stronger connection, so when you do make your offer, it feels like the natural next step toward achieving the transformation they desire.
It's about positioning your service as the solution to the problem they’re already aware of, not just a product they need to buy.
When they see the value in the transformation, the sale becomes a natural, almost effortless decision.
Let’s break it down. When someone buys a drill, it’s because they want a hole. They want a result. They’re looking for a solution to a problem. That’s why they’re talking to you in the first place. They don’t need more stuff, they need a transformation.
So your job?
Don’t only talk about your service or your product. Talk about the result too. Teach them about the transformation they can expect. Show them the change they’ll get. When you teach them what they truly want, it’s not just about making an offer—it’s about showing them that the offer gets them what they’ve been looking for.
When you shift the conversation to results instead of features, your chances of them saying “yes” go way, way up. When you teach first, you don’t just make a sale—you make a difference.
Stop stressing over whether or not they’ll buy. Shift your focus to the transformation. Show them the result they’re truly after, and they’ll see you as the solution. That’s when the sale becomes easy. When you teach them about the transformation they’re already seeking, before you even make the offer, the chances of them saying “yes” skyrocket.✌️
Justin Hubbard
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