MMS #111 - The Evolving Art of Selling with Allan Langer

Mastering Modern Selling

In this episode of Mastering Modern Selling, hosts Brandon Lee and Carson V. Heady welcome Allan Langer, founder of the Seven Secret Sales Academy, to dive deep into the world of effective and authentic sales strategies.
With a career spanning over 27 years, Allan shares his transformative journey in sales, highlighting how he went from a top rep at Andersen Windows to a bestselling author and sales consultant.
This episode is packed with insights on how to break away from the traditional "salesperson" mold to connect authentically with clients. Here are five essential takeaways:

• Become the “Anti-Salesperson”:

Allan emphasizes that true sales success comes from breaking the mold of what people expect a salesperson to be.
Rather than high-pressure tactics, embrace a consultative approach. By being genuinely curious and focused on the customer’s needs, sales reps can build trust and stand out from the competition.

• Master the Art of Body Language:

Allan dives into the importance of reading and understanding body language, especially in virtual environments.
Showing your hands on camera and avoiding glances away from the screen can build subconscious trust. Recognizing cues like a “real smile” versus a “polite smile” can reveal valuable insights into customer receptiveness.

• Open-Ended Questions Are Key:

Allan stresses the power of open-ended questions to uncover the real problems customers face.
By moving beyond closed-ended questions and encouraging clients to open up, sales reps can discover the deeper emotional drivers behind purchases.
This makes it easier to move from a surface-level conversation to a meaningful sale.

• Bring Energy, but Stay Genuine:

It’s not just about showing up with energy; it’s about being genuine and fully present in every interaction.
Allan warns against treating any sales call as “just another meeting.” Instead, make every client feel like they’re the only focus of your day to foster deeper, more impactful connections.

• Leverage the Psychology of Ownership:

Encourage clients to visualize what it would feel like to own and benefit from the product or service.
Rather than stating benefits, use imagination-driven language—such as “Imagine how this will improve…”—to make the solution feel tangible and relatable.
This approach taps into customers' emotions and helps cement the value of the offer.
In wrapping up, Allan’s advice provides a blueprint for transforming the sales approach by putting empathy, authenticity, and psychology at the forefront.

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