The Difference Between Marketing vs Sales – Dan Lok
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The Difference Between Marketing vs Sales – Dan Lok


– [Dan] Now, when you get
down, get with a prospect, let me give you a couple,
a few sales rules. Now, by the way, the way I sell it’s totally different
from everybody else. Let me give you some core concepts okay, for you guys as well. – Okay. – So, you have marketing,
and then you have sales. Question number one, what’s the difference between sales and marketing? Don’t tell me it’s the same thing. – Marketing is spreading your word. – Marketing is spreading
your word, not bad. – It’s like awareness.
– Awareness. – Exposure.
– Exposure. – Yes, but what’s the difference? (audience murmurs) Okay, very good, very good. Round of applause. Very good. (applause) Marketing is anything,
everything, that you do to bring a prospect in, and
then sales is what you do when you are face-to-face on the phone. When you are actually closing the sales. Turning that prospect into a sale, right. So, typical salespeople, they spend a lot of time doing what? – [Audience] Sales. – Now, when you meet
someone you don’t know, they jumped on you and say,
“Let me sell you some stuff”. How do you feel? – [Audience Member] Reject them. – Yeah, reject them. But how do you feel? – [Audience Member] Pressured. – Okay. What? Violated! (audience laughs) Andre, keep your pants on. (Dan laughs) So, have you ever has this experience? That maybe a client is
coming from a referral, or, from a trusted
friend, they call you up, and they say, they are not asking price. They’re just saying “I want
to do business with you.” And you close the sale very quickly, very easily without a whole lot of sell. Have you, how many of you
have experienced that before? Okay, what that means is this. When your marketing is good,
the less sales you have to do. When your marketing is good,
less selling you have to do. Now but what is marketing? A whole bunch of things! Positioning, branding,
your message, social proof. Your reputation, a lot of
these different things. The better your marketing is, easier for you to close the sale. The worse your marketing, the harder you have to do your convincing. The harder you have to sell. The more you got to twist their arm, and do a whole bunch of different things. – [Nathan] Should I quote
the price on our website? – [Dan] No. – [Nathan] No? – [Dan] No, no. Whenever, if you’re
selling something high-end, I would say like two, three
thousand dollars, or more you don’t want to put your price. – [Nathan] Okay. – Because when they
haven’t even talked to you, you cannot build the value
just through your website. Look at the price, it’s
$3,000, it’s not worth it. – I also have people that are like, “Oh, I thought it would be like 50 bucks.” (laughs) – Why are they thinking it’s 50 bucks? – People are known as
to work for 50 bucks. – I can probably get it done
on Fiverr for five, actually. – You can actually.
– Actually I could. – It’s awful.
– I could. – You can. – But what does that mean? What’s causing that reaction, though? – [Audience Member] They don’t understand the value, that they’re– – [Dan] They don’t understand the value. If I had a PowerPoint, I’d probably put up your website right now. But it means, I don’t
even have to put up it, I could tell, it means they
don’t understand the value. What you’re selling, it’s
a sales automotive machine, that can bring them more money. They’re thinking your some animation guy. Working from your basement,
and I’ll pay you like, 30 bucks, you’ll whip
something up in two days. Right? – [Audience] Yep! – That’s the perception. – Yeah. – But you’re not explaining, well you talk about psychology, and
the cooperating, how? – Right. – In what way, what psychology? What’s your system? – So, I should put that on my website. – Should he put that on his website? – [Audience] Yes. – Okay. And what kind of test? You don’t want testimonials,
do you have testimonials? – You should, no, I have
a couple of testimonials. – What do they say? – I don’t have them memorized. – [Dan] But like, give
me one, or two examples. – [Nathan] I can look it up on my phone, actually. – [Dan] No, but tell, just roughly. – [Nathan] Usually just, saying– – [Dan] Good job. – [Nathan] Good to work with, yeah. – [Dan] Easy to work with, good guy. – [Nathan] One guy said that I wowed him. And that I took care of the whole process. He didn’t have to lift a finger. And it delivered a lot of value– – [Dan] So, so, those are what I call feel good testimonials. What are they? – [Audience] Feel good testimonials. – [Dan] Do you need those? – [Audience] Yes. – You need some. But if we’re selling money at a discount, what kind
of testimonial do you need? – This guy made me so
much money, I’m rich. – You know what, before I put up the animation video on my website my website was converting about 2%, on selling a $1,000 dollar product. Now using Nathan’s service,
he put on an animation, now we’re closing about 4.6%,
basically doubled my sales. More than doubled my sales. Now I’m doing an extra 10 grand a month. – [Nathan] Okay, that’s good, yep. – [Dan] You see the difference? – [Audience] Yes. – Yeah, you want some of those. Cause now when they,
before they talk to you, they’re thinking, well,
this thing is gonna help me boost my sales dramatically. So, that’s part of
marketing, part of what? (audience murmurs) Yeah your positioning, your branding, your social proof, your testimonials. So, the better you set it up, before you do the sales
conversation, then the easier. Most people just sell, sell, sell, sell. That’s the problem, because then the more you want to sell,
the harder you have to work. And the more the prospects
resist what you do.

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