If you’ve ever worked in sales and thought, “I don't know why I couldn't overcome that objection” or “I don't know why that person didn't buy from me,” then this is the episode for you.

Ryan Tuckwood is an engineer turned award-winning sales and business coach. He is the CEO and one of the co-founders of ISR Training. ISR Training is one of the only companies in Australian Shark Tank history to have all three sharks invest in their company.

Check out the show notes and make sure to tune in to the show. We have so much valuable information for you, and you would not want to miss a single second of it!

Starting With Sales (1:50)

He did not want to learn about sales because of all the misconceptions. When he had no other choice, he realized it is a learned skill.

His manager challenged him to study all about sales—body language, NLP, emotional intelligence, behavioural science, among others. From 21st place, he moved to 1st on the board of salespeople.
Always go to bed more educated than when you wake up.

The Beginning of ISR Training (7:00)

ISR Training was formed in 2014 with the sole mission of changing the perception of sales.
You can tell the truth, be a good person, and influence and inspire people to take action for the greater good while making money along the way.
The SWISH method was formed: Selling With Integrity & Selling Honestly.
They started as a not for profit recruitment agency, where they trained job seekers for free to get them into businesses that are hiring. They only charge the job seeker if s/he is accepted.
ISR Training entered Shark Tank AU, giving them another level of credibility.
They eventually stopped recruiting and went all-in with approaching businesses and sales training.

Five Distinctive Moments in a Sales Process (12:23)

Introduction, Discovery, 3 P’s (Presentation, Packaging, Pricing), Closing, Handling objections
Ryan’s whole basis for building a sales training company was to remove objections.
Consult better on the front end to stop objections or getting rejected.
It all starts with the first conversation, so make it count.

Mistakes People Make (15:34)

People have the wrong intentions.
They only aim to make a sale, and they end up trying to find shortcuts.
Shift your mindset to helping people and finding solutions for them. Then you can naturally move along the sales process.
ARIO: Appreciate, Relate, Isolate, Overcome

Drive and Motivation (18:49)

You can use traumatic stages in your life as a reason to hold you back, or you can use it as a catalyst to move you forward.
In your stressful days, you can use your drivers to keep you moving forward.

Pricing and Pitching the Proposal (23:17)

ISR Training’s most significant issue was underpricing.
When you underprice yourself, you attract a certain clientele, one that does not appreciate what you do.
Double your current price, at the very least. It will be scary, but you need to believe that you can deliver on the back end.
Whenever somebody asks you for the price point, always reference the highest one.

Basis for Closing Strategy (34:33)

Using the DISC Personality test.
Create a list of features, advantages, and benefits based around a product, yourself, and your company. This will give you 18 to 30 language patterns, and you can pull upon these depending on the personality type you have.
Scripting and roleplay: The importance of having a structure

Sales = Communication (34:33)

We're in the game of communicating our message.
You're not just a sales trainer but also a communication trainer. You're helping people communicate the value of what they do better.

Getting People Onboard (42:12)

One red flag to look out for is any sort of excuse about why it didn't work for them at another job.
They also look for products of their process.
Always be recruiting.
From a sales perspective, you’re kidding yourself if you think somebody will continue to work really hard if you don't pay commission.
Cutting off deadwood: ISR Training considers three months of underperformance. They still give training sessions for underperforming employees.

Tracking Numbers (55:17)

Dials: How many people are they connecting to? How many bookings are they making for appointments or demonstrations?
Lapses with sales and revenue.
Phone time: Low dials and high phone time means longer conversations. If that's the case and you’re still not making revenue, what is going on during those conversations?
Generating five leads from cold calling.
80 dials with around 50 conversations.

To connect with Ryan and learn more about ISR Training and what they can do for you, visit their website. Ryan is one of our speakers at the upcoming Certified Ballers Live.

Thanks for listening! See you in the next episode!

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