Everything You [Probably] Don't Know About Sales | Matt Easton

TL;DR

Successful sales depends on understanding a prospect’s needs, matching those needs with a useful solution, and making the next step feel safe. Matt Easton recommends proposing a specific follow-up, such as Friday at 4:30 p.m., then asking “fair enough?” to give the prospect an out. His childhood encounter with a Texas Instruments salesperson shows why a solution need not be perfect to change someone’s life; read on for the full sales lessons.

Transcript

um what's a good next step on my end I don't know I'll call you Friday at 4:30 right versus what's a good next step for me uh Matt I don't know I totally get it how about we do this I'll call you Friday 4:30 p.m. if I haven't heard from you before then fair enough right when you say fair enough what you're doing is you're strapping a parachute onto... Read More

Key Insights

• 🥺 Slowing down the sales process and focusing on effective communication can lead to better results.
• 🪡 Providing valuable insights and understanding customer needs are crucial for successful sales.
• 💍 Giving prospects an "out" can make them feel more comfortable and increase their willingness to engage.

Questions & Answers

Q: What does Matt Easton say most people probably do not know about sales?

A salesperson does not need a perfect product or solution to help someone. Easton says the essential skills are understanding people, identifying gaps in their lives, communicating clearly, and matching them with solutions.

Q: Why should salespeople give prospects an out?

Giving a prospect an out makes the person feel safe rather than trapped. Easton says people with this “parachute” are more likely to agree and stay engaged, while people without an out may fight to escape.

Q: How should a salesperson establish the next step with a prospect?

The salesperson should propose a specific action and time instead of leaving the follow-up vague. Easton’s example is, “I’ll call you Friday at 4:30 p.m. if I haven’t heard from you before then,” followed by “fair enough?”

Q: What does asking “fair enough?” accomplish in a sales conversation?

Easton compares the phrase to strapping a parachute onto the prospect. It gives the person an opportunity to say that the proposed arrangement does not work, which can make agreeing to it feel safer.

Q: What lesson did Matt Easton learn from the Texas Instruments salesperson?

Easton learned that a product does not have to be perfect if it solves a meaningful problem for a particular person. The salesperson showed him how understanding a customer’s situation could turn a limited computer into a life-changing solution.

Q: How did a Texas Instruments computer help Mr. Carol?

Mr. Carol had Parkinson’s and needed to take medication at 3:00 p.m. each day. The computer allowed him to drive home at 2:45, take his medicine at home, and finish his work there instead of paying someone to drive him from the office.

Q: How did Matt Easton begin developing his sales career?

After meeting the Porsche-driving salesperson at age eight, Easton rode his bike around Boulder, Colorado, seeking mentors and studying how business and deals were done. He later built a successful sales career with companies including ADP and other Fortune 500 companies before codifying his experience into Easton University’s coaching.

Q: Who is Matt Easton?

Matt Easton is the founder of Easton University and appears with Brian Elliott on Behind the Brand. He describes himself as having risen from a poor childhood to a sales career, entrepreneurial endeavors, and sales coaching.

Summary & Key Takeaways

• Matt Easton, founder of Easton University, shares his journey from a broke kid to successful sales coach and entrepreneur.

• Slowing down the sales process and giving prospects an "out" can actually increase their willingness to stay engaged.

• Effective communication and understanding the needs of customers are essential for success in sales.