Let’s deconstruct this scene:
0:05 – A typical cold-call begins with a decision maker who is too busy and concerned with their immediate problems. They will not want to pay any attention to you or your solution. As a sales rep, you should prepare for this disposition and create a script that helps you keep their immediate attention.
0:27 – This sentence turns the conversation around. “Hey tell me something, now you’re a doctor.” It completely transforms the call. It humanizes Seth as a normal person attempting to have a conversation instead of pursuing a goal. It attracts the attention of the decision maker to discuss the sale in a context that is familiar to the doctor.
0:43 – This segment shows that Seth is still new and “throwing darts” with his presentation. He assumes the decision maker is too busy to discuss the stock with him and tries to end the call. This action helps Seth accidentally show scarcity and authority.
Sales reps are trained to never end a call. The decision maker should always prompt for the end of a call to ensure you’ve retrieved the most information. You should also explore and exhaust all attempts at a commitment. But during this call, Seth mistakenly applies a useful sales tactic. He generates a distinct and immediate interest and casually brushes it off, thus creating an even stronger desire.
1:13 – lol.
1:34 – Chris Varick (Vin Diesel’s) reacts to Seth’s attempts to explain the set-up of the presentation by saying: “I don’t want to hear it kid.” Vin Diesel’s presentation takes the conversation away from “persuasion” and into “manipulation”. He does not need to hear the basis of the prospect’s interests because he is only going to use emotional exploits and deception to win the deal.
1:37 – Chris’ presentation from the very beginning is a lie. He represents himself as the son of the named partner of the firm. While we should not be lying to prospects, the lesson here is that Chris uses a shortcut (deception) to secure a very real and necessary element of the sale (establishing authority).
The prospect says “I might be interested.” To which Chris’ reply is “’Might be’ doesn’t sell stock at the rate this one is going, we’re talking very high volume here.” This sentence is a sales platitude. The term “very” is subjective and the entire sentence does not clearly define a measurable benefit. This is typical sales “aggrandizing”. If the stock was legitimate and actually had potential, his claims would be a natural part of presenting the opportunity.
1:58 – The prospect says “Well I still have to run it by my people.” This is a typical objection to which Chris already has a memorized rebuttal to overcome the concern and move forward with the sale. He applies another canned statement designed to elicit an emotional reaction and create an eagerness to “jump on board”. Again, if there was any truth to his rebuttal about the legitimacy of the stock, these rebuttals can be very useful for continuing a conversation about the sale.
2:18 – lol. The whole office is full of liars.
2:27 – More lies, however, this claim demonstrates another shortcut used to showcase another important element of a sale: urgency (act now because I don’t have the time to hold your hand.)
2:45 – Chris sets a trade maximum at 2,000 shares to exploit the new buyer’s emotional state. Here he is applying the “bandwagon effect’, which is a decision-making bias. People behave a certain way because of the perception that others are acting similarly.
Sales principles and persuasive techniques are essential to building a successful sales portfolio. But to build a successful and sustainable business, you must make clear distinctions between persuasion and manipulation.