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Want to go from loser to rich? Then you need to learn how to like, heck, even love doing things that other people find hard. I used to avoid doing hard stuff. I’d procrastinate on everything. I used this 4 tricks to get over it and since built a 7-figure sales training business, run two YouTube channels, and am now more productive than ever. How did I start liking doing hard stuff? I killed my lizard brain.  The Lizard Brain What is it? Well, this is the part of your brain that’s leftover from your pre-human ancestors. It’s focused only on the now. It doesn’t understand the future or the past. And it just reacts according to your most basic needs. On the other side of things, you’ve also got your “human” brain. This is the rational side of you. It can use the past to predict the future. It can plan. And it can choose to avoid pleasure now in exchange for greater gains in the future. But for as advanced as the human side is, it doesn’t deal well with abstraction. If it can’t find a clear pathway to completing a task, it gives up control to the lizard brain. And the lizard brain’s go-to method for dealing with a problem is good ol’ fight or flight. The problem is you can’t fight abstract goals like “increase revenue this quarter” or “boost commissions by 10%.” So the lizard brain chooses flight. It runs. It procrastinates. And your human brain finally swoops in to justify all the reasons not to start in the first place. The good news is you aren’t trapped in this cycle. You can kill your lizard brain and stop procrastinating for good. You’ve just got to do a bit of brain hacking to get the job done. And there are four techniques to do just that. Number one… Goal Priming When you’re faced with a daunting task like spending hour after hour prospecting, it’s hard to find the motivation to get started. But that’s because you’re focused on the difficulty of the task. So instead, focus on the end result. How will your work pay off? What will your life look like after you’ve achieved your goals? If you’re focused on boosting your commissions but hate cold calling, think about what that extra money will mean for you. What will having an extra $50K a year do for you and your family? What about the career opportunities that will open up as a result? The more you think about the rewards, the less you’ll think about the costs. Overload Reduction Technique two, overload reduction. There is such a thing as having too much choice. It’s called “Choice Overload Bias.” And it’s the documented phenomenon of people having a harder time deciding when they have more options. Worth noting is that they’re also less satisfied with their choice when all is said and done. If you find yourself struggling to get a task started, take a step back for a minute. Are you deciding between 3, 4, 5 ways of doing the task? That’s your problem. Instead, limit your options. Cut down your choices. And just get started. Don’t worry too much about making the right choice. You can always pivot later on. What matters here is moving forward. Deconstruction Next up is deconstruction. The bigger the goal, the more intimidating it’s going to be. When you’re dealing with something as huge as earning $50K more this year in commissions, it can seem like there’s no way to start making headway. That of course kicks your lizard brain into high gear. And it makes you 10X less likely to ever get started. But here’s a trick. Break your giant goals down into smaller, more achievable milestones. Shooting for $50K extra this year? Okay, that boils down to $12,500 a quarter or about $4,200 extra a month. How many sales does that mean you have to make in a month? And given your current success rate, how many cold emails do you have to send or cold calls do you have to make to get there?

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  If you don’t make this shift in your sales process, you’re going to close fewer deals, they’re going to take longer to close and you’re never really going to be sure what will close and what won’t… You need to start implementing the “two-sale process”. The two-sale process is where you prospect both the decision maker and the end user of your product. You used to be able to get away with prospecting just one of them but as buyers are becoming less and less keen to put their careers on the line by implementing new products and services you now need to get multiple influencers within your accounts on board to get deals over the line. This makes sense right? You might even be doing this right now. The issue I’m seeing though is that sellers aren’t separating the wants and needs of their decision makers and end users. They are pitching them the same outcomes and that’s where their prospecting is falling apart. When implementing the two-sale process I define your decision maker as the Major Ideal Customer Persona and your end user as the Minor Ideal Customer Persona. Your Major and Minor ICPs operate on completely different time frames and so they are looking for dramatically different approaches for you to solve their problems with your product. Major vs. Minor ICP Your Major ICP already has their corporate goals and KPIs defined for the year before you ever engage with them. They’re thinking short to medium term. These goals have been defined and agreed with a board of directors or investors. Your messaging during the prospecting and closing stages of the sales process must cover these specific corporate targets. I’ll share how to do that in a minute. Your Minor ICP on the other hand have a problem right now, this second, in the current moment. If you can’t help them understand how they’re going to benefit immediately during your prospecting and closing then they’re going to move onto the next priority in their list of 1,000 issues they’re facing Value Propositions When building out your value propositions for your specific ICP it’s important to understand the difference between what your Major ICP and Minor ICP desire. Remember, to book a meeting and then close the deal all you need is to put the right message, in front of the right person at the right time. Let’s focus on the specific message or value proposition here. Your Major ICP is focused on the company, their market and the legislation. Your Minor ICP is focused on the specific problems they’re facing day-to-day in their role. To book a meeting with a Major ICP and then position your product to close a deal you have to consider their MISS goals: * Money: Exceed agreed review forecasts. * Improve: Increase company efficiency. * Save: Cut costs. * Safe: Stay well within legislation. If the value of your product isn’t communicated within those terms, the Major ICP will never book a meeting or close a deal. Your Minor ICP wants to look and feel good right now. That is it. Make them more effective so they look good internally or make their job easier so they feel better about coming to work each day. The final thing to note before you implement the two sales process is that the two sets of value propositions, meetings, demos and closing processes are not run completely in parallel. They do overlap. The Two Sale Split We might start with two sets of meetings but over the course of the buying process they must start overlapping across multiple ICPs. With our Major ICP start out future focused, discussing their MISS goals, opportunities and backing it up with numbers. Whilst with our Minor ICPs we’re focused on the present, looking at their pains, helping them change the status quo and dealing with emotions.

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The main thing that holds salespeople back from hitting their quota is that they are not the person that is capable of hitting their quota. Let me say that again, to hit your sales quota you need to become the person who is capable of hitting your quota. If your personality and skill set only has X value in the marketplace and your quota is Y. Then you’re going to hit X. Now, this isn’t some woo woo or hippie nonsense. This isn’t some magical, fluffy, transformation that you need to meditate over. What I’m saying is, that you need to become the person who is capable of building and implementing a systematic, step-by-step sales process and there are also a series of additional sales skills and personality traits that you need to develop if you want to generate the maximum revenue that your market has to offer. Once you have become the person who can build a sales process and you have implemented these personality traits, sales success and hitting quota becomes your default. It will happen like clockwork, every single time. Once you get this nailed – • Hitting quota isn’t something that you aspire to do. • Hitting quota isn’t something that you need to visualise and aim towards. Instead, you will be the person who does the activities, each and every day, that by default, gets you above and beyond quota every single time. This is a different way of thinking about sales training. And having trained over 2000 sellers within salesman.com Academy I know that giving people quick tricks, shortcuts or hacks does not really move the needle in sales performance. The only thing that consistently delivers high levels of sales results is to fundamentally change the person that is doing the selling and again, help them to become the person hits quota every time.

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