Dennis: How long did the process take for you to go from start to finish? Did you have mentors help you learn that process? Dan: Yes. My mentor Alan taught me about marketing and copywriting, and then, of course, all the books I’ve read and the events I’ve gone to, and the friend groups I belong to—I learn from everybody, even the bad examples. Sometimes I hear people say, “Hey, I bought this book, I bought this program, and it didn’t work for me.” I always ask them, “Have you ever had a bad meal?” They say, “Yeah.” I ask them, “Do you still eat?” They say, “Yeah.” So even with the bad examples, you didn’t get what you expected from it, but you got something out of it. Maybe you learned what not to do, rather than what to do. So I learn from everybody.
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sales for almost twenty years. I don’t feel like I’ve been doing it for this long, but I’m still mastering my craft. I’m always a student of leadership and business and sales. I learn a lot from my mentees. As I learn and apply different sales techniques, some of them work well, some of them work okay, and some of them completely fail. One day, I said to myself, “I have to find a better way,” because it’s like there’s a disconnect. A lot of traditional sales techniques don’t seem to work that well when selling high ticket. I started experimenting, testing different approaches, and I finally developed my own highticket methodology that has worked extremely well. But it’s bits and pieces, mostly through trial and error. Dennis: How many years did it take to go from copywriting to traditional sales, and then to high ticket?
Dan: I’ve been doing sales for twenty years or so . About five or six years I’ve been doing high-ticket ago, my company was closing and high-ticket growing like crazy, and I
Dan talks about how his high-ticket methodology breaks all the rules of traditional sales: “In traditional sales, we have been taught to have energy, to be excited, to get the prospect excited. So we pick up the phone and say, ‘HOW ARE YOU, SIR? I’M EXCITED. I WANT TO SHARE SOMETHING WITH YOU!’ All these techniques that are taught in traditional sales, they don’t work when you’re selling high ticket. In fact, these methods have the opposite effect of what you want. “The sales conversation should not be a pleasant experience for your prospect. You should not be all giddy-up and excited. It shouldn’t be like that at all. You shouldn’t talk fast and get excited and get your words in and get your pitch in before the prospect hangs up on you. Slow down. Slow down your pitch. Don’t speed up and don’t get all excited.”
