The Energy of Selling | David Lacamera

Transcript

Please note, this episode has been minimally edited for clarity and may contain spelling mistakes.

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Welcome to The Happy Doc, the voice of fulfilled physicians. Sharing life stories from physicians, health professionals and entrepreneurs, so that you can live your happy life.

[00:00:49] Dr. Taylor Brana: Hello everyone. And welcome to another episode of The Happy Doc. I’m very excited to have my friend here. Dave Lacamera on the call with me today. Dave, how are you doing? 

[00:01:01] David Lacamera: Taylor? What’s up, man. I’m doing great. Thanks for having me. 

[00:01:05] Dr. Taylor Brana: Awesome. so you know, there’s so much we can talk about and Dave, like, we’ve been friends for a little bit now but you just recently moved to Florida. How’s that? 

[00:01:15] David Lacamera: It’s amazing, man. So yeah, just a little background. I was in Philly for about five years. I went to Temple University. so I was used to city life, you know what I mean? And then eventually I was like, I gotta get out, go more towards nature. So now I’m in Tampa, Florida or st. Pete technically, but it’s, it’s beautiful.

[00:01:32] It got like the beaches. We also got the city, a short drive away. So it’s amazing. I love it. 

[00:01:37] Dr. Taylor Brana: Yeah, that’s awesome. obviously it’s, it’s a little bit less exciting than now. You guys have to like to be a little bit more conscious with COVID and everything, but I think just to have. Have the beach there and everything, and to be able to work, but still also play and go outside. I’m sure that’s amazing. 

[00:01:56] David Lacamera: It’s worth it. It’s worth the risk. 

[00:01:59] Dr. Taylor Brana: That’s awesome. Well hopefully, hopefully you guys are staying safe and everything, but for today’s call and talk I think it’s just such an interesting topic. So I deal with physicians often. Health professionals, obviously there’s coaches out there as well, but a lot of people, especially now because of digital services and because of people trying to build something, even it’s like, even if it’s like freelance work or whatever, you got to know how to sell.

[00:02:29] And for me personally we were chatting a little bit before, but for me personally, it’s like, If you don’t learn this stuff, you might make a lot of assumptions or you might just like of go go for it, but you don’t know what you don’t know. And I’ll tell you right now, there’s a lot of stuff that I don’t know when it comes to selling something.

[00:02:49] Right. And so I think understanding the sales process, understanding your course and what you’re doing, the energy of selling, I think is really provocative. And I’d love to talk about that. But I just think it’s such an important topic. So why, why did you take on sort of this, this field of the energy of selling and teaching people how to sell?

[00:03:09] David Lacamera: Yeah. So that’s a great question because you brought up some good points about the kind of era we’re in right now where like almost everybody, or at least most, most people are starting their own businesses. They’re having a side hustle, even if it’s some freelancing or whatever it might be. and that’s kinda where I started, you know what I mean?

[00:03:27] So I tried starting, I started off with some freelancing. I was in the digital marketing space, so, and, and really like what I was doing, I was trying to, to get more clients just make more money and build a business. I thought I was like, I was like, I’m really good at what I do. Clients should just come to me.

[00:03:45] Right. Like that was like, just my assumption. I was like, Oh, well, clients are just going to flow to me. I could, I could make the sale and I could start working with them. But I got hit with reality really quick. You know what I mean? I was like, well, it doesn’t matter how good I am at what I do. If I don’t know how to communicate my value.

[00:04:02] If I don’t know how to sell what I’m doing, then I’m there. We’re going to be able to build a business that’s at least sustainable and can sustain the lifestyle that I want. So that was really when I started to make that shift, I was like, well, I need to learn how to sell. I need to learn how to communicate and actually learn how to make money.

[00:04:20] You know what I mean? It’s like with everything going on in the world right now, I mean, with the pandemic, just hitting it’s like, it’s, it’s most, it’s more important than ever, you know what I mean? Because like, when, when things are happening in the external, if you have your basics down, if you know how to sell how to communicate and, and, and really show you who you are and what you offer, then you’re really never going to have to worry about going hungry.

[00:04:43] And that’s really what turned me on to sales in the first place was that I want to be true. I don’t want just financial freedom. I want financial confidence. And when you have confidence, true financial confidence, nothing in the world can really make me have that fear that, Oh no, I might not be able to pay my rent again.

[00:05:01] Wow. I’ll be able to buy food. so sales really brought that confidence to me. 

[00:05:07] Dr. Taylor Brana: Yeah, I love what you said there, and I really want to actually like to focus on that for a second. I don’t want financial freedom. I want financial confidence and cool. Yeah. Financial freedom would be great, but I think what you’re saying is no matter where you’re at, whether you’re financially free or not, you want to be able to build.

[00:05:30] The opportunities to make sure you have consistent flow or financial flow, which I think is a really interesting idea. And so sales if I’m paraphrasing you correctly, is if you understand this art and you understand this form, this is a way. For you to have that confidence. 

[00:05:50] David Lacamera: Exactly. Great. And Taylor, it’s funny because like, like we were even saying like the era we’re in everyone, like, I don’t know about you, but I get hit with ads.

[00:05:58] I get hit with DNS every single day with people like, Hey, learn how to build this funnel or build a webinar or start a YouTube channel to get clients. And, and I made the mistake. When I first got started when I was first starting to build my business and then, and really build that up was I thought all those shiny objects would bring me wealth.

[00:06:19] I thought they would bring me freedom. And I thought they’d bring me financial confidence, but what I’ve learned. Since starting and to where I’m at now is the quicker the money comes in the quicker it could get taken away. So just to give me an example, like if you’re like, Oh, well, I don’t need to learn how to sell.

[00:06:36] I’m just going to bypass that and just build a funnel, run some ads and hope that I could just make money on autopilot. And while that sounds great on paper and it might work for a window of time, there’s going to be a time where something happens. Where, what would you do if that funnel stopped working?

[00:06:53] Or what would you do if something outside in the external world hit again like an economic disaster. So having that skillset, that developed skills of learning how to sell and communicate that’s what gives you that confidence? You know what I mean? So no matter what shiny object thing you’re doing, it couldn’t be taken away much, much quicker than if you were to have that strong foundation of your sales skills.

[00:07:18] Does that make sense? 

[00:07:19] Dr. Taylor Brana: Oh, absolutely. And, and that’s why I’m excited to have you on, is for me to ask you those questions about what are those foundational skills? How are we going to start to develop those things? Because again, I’m I’m physician trained. Right? I like it when clients come to me.

[00:07:37] I have a service that people need. I’ve never been taught to sell, but I also understand that for other people and also myself, if I want to out something more beyond, if I want to bring something valuable to the table, I’m going to need to have the skills to convey that value in a way that’s effective, but not scare people off.

[00:07:58] Right? So, with all that being said, what are some fundamentals? What are some common myths about steaks that maybe you see that you just want to drill into people’s heads, like come on and shake them. What do we have to do to start to build out an effective sales process? Yeah. 

[00:08:18] David Lacamera: So, so really the biggest thing that I see in.

[00:08:21] So if you think about sales, unfortunately, a lot of people have, they have a negative or a really not good relationship with selling. They think it’s gross that they think of the used car salesman. and it’s like the pushy salesy type of person. And the reason why we feel that way is because, because people are not making aligned offers, their offers are not aligned.

[00:08:45] And with whom they’re communicating. So to give you an example, if I were to go like, try to sell my services, to try to coach someone, who’s all already a multimillionaire multi-billionaire, it’s not an aligned offer. Cause they already know how to sell. They already have that part of their business down.

[00:09:02] Can own it. Can, can people get better? Of course. But the reason is, is like, have you, I’m sure you’ve gotten hit up or you got an offer of things that were like, you don’t even know me. Like, why are you offering this to me? Like, I don’t need this. So that’s why people get that weird kind of gross feeling when it comes to sales.

[00:09:19] So the first thing that you need to do. Is, you need to make sure that you are making an aligned offer to your audience, that you’re communicating with the right people and making an offer, that’s actually going to help them. So that’s number one to really build that. And then next is building relationships.

[00:09:36] So like, like I keep saying we’re in the digital era, we’re where everyone’s on their phone. Everyone’s on social media. So one of the things that I teach is I teach people how to build relationships. Through messaging, whether it’s through Instagram, Facebook, it doesn’t matter. and the big, big thing here is that I don’t, I don’t want people to just start saying like, Hey, here’s my link.

[00:09:59] Check this out. You know what I mean? Because that’s also pushy. You don’t even know them yet. So the very first thing in sales is you need to build a relationship and you need to get to know who they are. So it’s really, you’re playing the doctor. either literally you’re literally a doctor or you’re in another business, but the point is, if you’re being the doctor and you’re dot you’re gathering information so you can diagnose them.

[00:10:23] So the reason that why that’s so important is because you’re not just going in to this, to this conversation, with the intent to sell them, you’re going in there with the intent to get to know them, build a relationship, to see if you can even help them in the first place. So those are really the biggest.

[00:10:41] Biggest foundations when it comes to like starting to get to know how to sell better, because if you don’t have these two things down, it doesn’t matter who you talk to. You’re going to be playing the numbers game. You’re really going to be trying to put out as much as you can with very, very little return.

[00:10:58] Dr. Taylor Brana: So let’s talk about how you brought up those two really strong points, right? Make aligned offers and build relationships. 

[00:11:05] David Lacamera: Right. 

[00:11:06] Dr. Taylor Brana: And I think one of the things, as I was even like, thinking about it alignment, are you trying to sell a $10,000 product to someone who can only afford a hundred dollars or vice versa?

[00:11:16] Are you selling a hundred dollar product to someone who really is looking for a high end quality? Service or something. Right. So how do you set up, how do you set up things to make sure that you’re aligned? Like, what are you doing to do that? 

[00:11:28] David Lacamera: So that’s a good question. So what the first, very first steps as you get to, you gotta get to know who your ideal client is.

[00:11:35] Like, who’s your ideal client avatar, who would be like, if you could just close your eyes and picture who would be like a dream client for you? And think of everything from demographics to like, where do they live? How much money are they making? Well, like what, what income bracket are they into even psychographics?

[00:11:53] Like how do they think, how do they act? because the important thing with that is, is you got to get to know who you’re even communicating with first. And you get to communicate in a way that they understand, because at the end of the day, what happens with a lot of coaches, a lot of consultants is they will try to think in their head.

[00:12:11] Oh, this is what my client should know. But at the end, yeah, the day you don’t need to communicate what you think they should know. You gotta, you gotta communicate what they need to hear or what they want to hear. Cause once they start to hear that, they’ll start to engage with you. So. Does that kind of answer your question?

[00:12:28] Dr. Taylor Brana: Yeah, absolutely. So what you’re telling me is if, like, for example, let’s say my ideal client is a medical student, right. I need to get into the medical student’s heads. I need to understand where they live. Like, are they on Facebook? Are they on Instagram? Are they on Twitter? I need to understand what their worries are.

[00:12:45] I need to understand, like, who is this human? And then what do I need to be saying? Whether it’s like on a YouTube video or whatever. In my content or how I’m reaching out to make sure I’m grabbing that human. Right. And I think something we talked about before in a different conversation is like, if you’re not specific, you’re not really going to reach anyone.

[00:13:07] Right. 

[00:13:08] David Lacamera: That’s correct. Yeah, exactly. And, and you’re right, when you say like, you got to get to know him first, because a lot of the, a huge step that a lot of coaches, consultants or other businesses, cause they don’t, they don’t get to do that. The market research, they don’t get to know who their client is.

[00:13:23] Like I literally. Had interview calls where I’d ask them a list of questions, my ideal clients, to get to know who they are, what they think about and all those different questions, like what their pain points are. So I can communicate that better in my marketing message. So that’s really important because only then can you create an aligned offer?

[00:13:43] You can’t create an aligned offer based on an assumption. That’s what a lot of people do. You know what I mean? But at the end of the day, if you’re creating it off of assumption, you can’t really expect to get much back from it. And you’re, you’re going to do a lot of testing and a lot of failing.

[00:13:56] It’s just going to waste a lot of time. So get to know who they are. First, get to know, know their pain points, what their ultimate vision looks like, and just get to know who they are and really get in their head. So that’s, that’s like step one, before you even create that offer to make sure it’s aligned.

[00:14:13] Dr. Taylor Brana: Yeah. So, that seems like a really powerful idea here. And the other thing I really liked that you said was build relationships, right? Because I think oftentimes, and I think I make this problem too. When I’m building out something I try to sell something right away. I try to get to business right away, but maybe I’m not just having the conversation.

[00:14:34] I’m not like really getting to know the person, their life and who they are. And I think oftentimes especially, and when I’m dealing with someone else, who’s trying to sell me something, it feels really inauthentic. So what, what are you, what is your goal when you, when you talk about building relationships for the, for the sake of selling, what do you mean by that? 

[00:14:52] David Lacamera: Yeah. So basically what I do is I even have an entire script where it’s like, I have, I get to know, I need to have certain questions to ask, to get to know if I could actually help them. Like, that’s, that’s really what my intention is. My intention is not to get to sell them. I need to get to know like, Hey.

[00:15:11] Like, where are you at in your business? Like, who do you serve? Like how, like, how has your journey as an entrepreneur going? Because if someone tells me like, Oh they’re like completely content. They’re making like 20 grand a month and their income and they’re not looking to scale. And there’s nothing for me to help them with.

[00:15:27] You know what I mean? So, really what I’m trying to get at is when we’re building relationships, it’s just asking questions. That’s all it is. It’s just asking questions, getting to know the person. They’ll likely ask you questions too and engage you so you guys can get to know each other. And the whole goal of this is like, like I said, to get to know them, but yeah, a working relationship happens that happened organically.

[00:15:51] It’s not forced. You’re not pushing them. You’re not saying, Hey, check my link out right now. But if you start getting signs, meaning like the person that you’re talking to as you’re building their relationship, they’re like, you’re like, Hey, I know you said you were struggling to get to this $10,000 a month in your business.

[00:16:08] I actually just did training the other day, like a little short video mini training on how to get there. Won’t want me to send that over? And they say, yes, definitely. They send it over. They love it. Then you send them over some more value. You’re building a relationship there. You’re helping them out.

[00:16:23] You’re getting to know them. And then if they keep saying yes and keep engaging you, then it’s like, Hey, well, I’m actually running a program right now to help you reach XYZ. It sounds like it would be really helpful. Do you want me to send the link? So does that kind of make sense? It’s like just asking questions, giving value, building that relationship.

[00:16:42] And once you start getting that yes, engagement consistently, then it’s time to say, Hey, I have this going on. I invite you into this growth you’re in. You’re not pushing them into it. 

[00:16:54] Dr. Taylor Brana: Yeah. So, I mean, it’s, it’s, I think there’s like a, there’s a balance there, right? Because on one end, you don’t want to be constantly doing relationship building without like.

[00:17:04] Without the ass, but also I understand that if you ask him it’s too fast, it’s just like, Oh, you’re just like a crummy salesman trying to sell me something. So do you, do you have that, like, do you know how to play that balancing act or is it like a field type of thing? Like how do you figure that out? 

[00:17:19] David Lacamera: Absolutely. So, that’s great that you brought that up because if you go in too quickly, even if like, what’s like, doesn’t matter, it’s through the DMS or you’re on a sales call. If you go into your offer too quickly, just going to repulse people, they’re going to completely disengage. With whatever it is that you were talking about mob, like, Ugh, like I know you’re just trying to sell me something, you know what I mean?

[00:17:43] It just doesn’t feel good. It doesn’t feel aligned. So you can’t ask too early, but like I said that when you start to know is when you start to get, Hey, I’m strong. If like, let’s say, they’re saying, they’re saying. I’m struggling with, with sales, I’m struggling with getting, getting my business to a certain point.

[00:18:01] If that’s something that I could help with, then I start asking them, Hey, like a lot of my students struggle with this in the beginning too. Can I send you something that might help them say yes. And then you start getting permission. You start asking for permission to send them things or, or help them out and they’re open to it.

[00:18:18] Then it’s time to start engaging them in like, Hey, let’s jump on a call. Like maybe I could help. This is all about permission based selling. That’s all it is. You’re always asking permission, even part of what I teach, like I said, in the scripts, like on the actual phone, like on the sales scripts, I’m always asking questions like, Hey, I have a really important question.

[00:18:40] is it okay if I ask you. You want them to say yes, they want, you want them to give you that permission? Because if you’re just blabbing the whole time and talking the whole time, people just disengage and they just, they just don’t feel like they’re able to connect with you. They don’t feel like they could trust you or even open up.

[00:18:58] Dr. Taylor Brana: Yeah, absolutely. And I liked what you said there, which I didn’t think about, which from a psychology standpoint, if we’re going to go there for a second, the idea of asking for permission and letting people say yes and getting that sort of yes. Flow, meaning that they’re. Saying yes to you and you guys are having that conversation.

[00:19:19] I feel like that really allows number one to feel comfortable, like you said, and then it lets them choose your, it reminds me of goosebumps books, you get to choose your path. In this case, it’s choosing to say yes to this process, which I think is really awesome. Now with all this being said, now, we’ve talked about making aligned offers.

[00:19:43] We’ve talked about building relationships. We’ve talked about. Figuring out your dream clients getting permission. These are all like, really great tips. And I really liked that. So earlier we were talking, discussing that something commonly gets in the way for a lot of people. What was what’s like? Or one issue that you commonly see?

[00:19:58] David Lacamera: Yeah. So there’s two things. And then the first biggest one is. Is even being, being open to learning how to sell. Even like, for me, like I had to put my ego aside, I thought I had it all figured out. I was like, Oh, I’m the best at marketing. I know what I’m doing. I could get clients, but it was only once I put my ego aside and I was like, wow, I actually, I need to learn how to sell.

[00:20:21] I need to learn how to facilitate these relationships and grow relationships and enclose deals. That was when my life started to turn around and was when I dedicated myself to master. The art of selling. So that’s number one is, is even being open to it, putting your ego aside and being like, I can learn something here having that growth mindset there.

[00:20:42] So that’s the first thing. The second thing is once you’re open to it and you’re going through the process, there’s going to be a lot of things that hold you back. There’s going to be a lot of. Insecurities from maybe even years ago that you buried that are going to come up. it could be anything from fear of rejection.

[00:20:59] and, and like any type of insecurity that comes up that like, maybe I’m not good enough. Maybe I can’t help this person. There could be your guilty conscience coming in of taking money from them. There could be a million things, but those things can definitely hold you back. But the way that I help my clients get around this is we need to learn.

[00:21:20] The basics, we need to get clear on like, okay, what, where is this coming from? Like where, where is this fear of rejection actually coming from the first place? Find a way to have you feel so confident in your sales process and what you’re doing and change that mindset, change that energy so that you could start selling without that holding you back, you start selling as your most authentic self.

[00:21:43] You care less about what people think you’re not as connected to the outcome, because what really held me back a lot, just from a personal standpoint was I was always looking to make the sale. Right? Like every time I got on the phone, I was like, I was almost like, again, this is kind of embarrassing to say, because I’ve totally shifted my mindset over the past few years.

[00:22:02] But I almost looked like I was in a numbers game and the company I was in. Like it was all about numbers. Like how many sales can you make? So it, it kind of ingrained that in me and it felt so gross. It felt so wrong. So I was like, I need to change this. And then once I started changing it, that’s when my numbers actually shot up.

[00:22:22] When I actually truly cared about the client truly cared about helping them, whether they sign up with me or not, I want it to help them. And that was when my numbers changed. My life changed. I started making more money. I was more abundant because when you’re focused on the numbers and you’re focused on the outcome, you’re going to feel so anxious.

[00:22:43] You’re going to feel like you’re, you’re forcing or pushing all these negative things that I want my clients to get away from. So the way that we reframe that as like we look at as like, dude, what are you trying to do? You’re just trying to help them. You’re having a conversation. You’re getting to know them.

[00:22:58] Disconnect from the outcome of like, whether they sign up with your program or not, your intention should always be to get on the phone, get to know them and see, could help see if there’ll be a good fit. And that’s it. So I know that I kind of rambled there for a second, but that’s really what changed it for me was like, when those things holding you back, those insecurities, you got to find out what they are and how you can shift your mindset and your energy.

[00:23:26] Dr. Taylor Brana: Yeah. And, and you know, your, your course and what you’re building out your platform is the energy of selling, right. You’re, you’re taking on these platforms and these businesses to teach them. an effective sales system, but I think underneath that you talk about is the energy of selling, which I think is so powerful.

[00:23:44] And you know, one of the reasons that I’m really excited about talking about this is that I obviously work in the psychological field. So I think about this all the time, but those little insecurities, the, the time that you were beat up as a kid, like the time that you never felt good enough when you were younger or even as a teenager, what have you.

[00:24:04] You know, the time that you had a really bad breakup or a terrible relationship, we actually talked about this earlier. All of these little things play into you needing to sell. And I really love what you said earlier, which was you got to disconnect from the outcome. Like this is something about something more it’s about actually caring.

[00:24:26] So how, like, what are some things you try to talk to people about? You mentioned them before, but. Like w how do you work on someone’s energy? Or what are some things that you try to teach people about making sure that you have the right energy? So when you’re selling, you’re, you’re, you’re doing it in, in, in an authentic and effective way.

[00:24:45] Like what, what do you try to tell people about that? 

[00:24:48] David Lacamera: Absolutely. So, and just so before I get into that clear on like what sales actually is, sales literally is a transfer of your energy. So if you’re feeling like this is a common one that comes up, if you feel insecure about money, Or taking someone’s money for your services and like getting paid the money that you deserve, that comes up a lot.

[00:25:11] But if you’re going through your call and you’re at the point where you’re ready to ask for their investment, they’re going to feel that energy come up. They’re going to feel that closed office. They’re going to feel that. So there’s a number of ways that I go through how to actually work through this.

[00:25:27] The first one is going through your mindset. Because your mind has been focused on this forever for your whole, most of your life, majority of your life, you have your set money story and how you look at money. So we need to first reframe that, but then also we need to start having you practice it because just like anything else, it’s all about repetition.

[00:25:49] I’m not going to give you one little thing and it’s going to be like, Oh, everything’s gone. I got, I have no more fear of rejection. I have no more fear about my money story. I’m abundant. This is it. No, it’s going to take work. It’s going to take repetition. And that’s why we do things like roleplay. And we have scripts that you can practice because at the end of the day, The only way you’re going to get really better at it is as you change your mindset, you’re also practicing it.

[00:26:15] So through that part of your sales script, where you’re like asking for that investment, that you start to feel more comfortable with it, you feel more confident and then people will start saying, yes, they’ll start saying yes to you. More and more, your confidence grows even more. And then you’re transferring that authentic, powerful energy.

[00:26:32] To, to your prospects when you’re on the phone. So it’s kind of a two piece or they’re working on that mindset. So you can shift your energy around the way you look at sales and that’s wholesale psychology, and then also repetition, practicing. We do things. We actually, we literally I’ll have live sales call breakdowns.

[00:26:51] We’ll go through a recorded sales call because the problem is, is even if people, people, I have clients that think they’re, they’re really good at selling, but there’s things that you can’t see as an insider, only like a coach or a consultant or a mentor from the outside, looking in can see those things.

[00:27:09] You know what I mean? Like you could, you could see it as you watch that recorded call. Like, Hey, here’s where we can improve here. It’s just like anything else that you, a yoga teacher, even the best yoga teachers in the world, they still want to be taught yoga from an instructor, even if they’re not as good, because they can’t see all the poses they’re doing from the outside.

[00:27:29] You know what I mean? That the teacher might come over and say, Hey, you need to adjust your hips here. You need to move your leg this way. And, and that’s fine, everyone. Needs that everyone needs someone looking at me. Yeah. Like, Hey, here’s where we can improve. Here’s where it can make an adjustment. So that’s really like what we kind of do and how we break that down.

[00:27:48] Dr. Taylor Brana: Yeah. And, and I think you made so many really good points there. I mean, one thing that I didn’t even think about which is very true is, and again, when we’re talking about selling, we’re not just talking about selling, like $5 like a little pamphlet or PDF, right. We’re talking about if you have a product and let’s say it’s a hundred dollars, $200.

[00:28:11] Obviously, like we talked about before, if it’s a higher ticket item, like a thousand plus you really need to have an effective process. And one thing I didn’t even realize that I didn’t know about is having a sales script. So that’s a really cool point. And I do want to talk about that a little bit.

[00:28:30] So, and, and, and also you mentioned having a coach, right. Which I think is also very important because even if I don’t have, let’s say a higher ticket item, or if I do have a higher ticket item and I am participating in these sales calls, like I might be making some mistakes here and I need like a guru, or I need that black belt in selling to come over and tell me, like, Dude, you push way too hard there.

[00:28:54] Or like, this is how I would, this is how I would phrase it. Or like, I think you need to go a little bit softer and build it. Your relationship here, like you talking about like sales aligned, like aligning and building relationships. I think those are really two, like. Core tenants. And like, I’m going to take that away from this as well, but like, let’s talk a little bit about like, why, so why do you need a script?

[00:29:17] Like, and like, do you use a script for every product, use a script for high level, like products? Like, so why do you need a script? And tell me a little bit more about that. 

[00:29:28] David Lacamera: Definitely. So you actually brought up a really good point too, before I got the high and low ticket. So the pricing is really important here because.

[00:29:37] to answer your question really quick. I’ll get into this deeper in a second. Yeah. But usually you only need a sales script if you’re selling a high ticket, if you’re selling and. I always love getting on sales calls just because it’s that human human connection. You’re, you’re more likely to make a sale.

[00:29:52] And if you’re trying to sell through a funnel like a sales page or sales through the DMS, it’s always good to have that human human connection for you to have a client relationship. It’s good to set that tone and expectations. But the other thing here is that the importance of pricing your product is going to make the difference in your client relationship.

[00:30:13] And what I mean by that is. I always, like, I never tell my clients. I’m always like, never sell something less than a thousand dollars if you’re selling like a month to month service or like a 90 day program. because what ends up happening is let’s say I’m selling something for $200. It’s a nine day program.

[00:30:32] It’s 200 bucks a month. What’s going to happen is the client. Isn’t going to take it that seriously. They’re not that energetically invested into the program because all money is and all sales is like we said, it’s a transfer of energy. So when I’m selling my, my condensed 90 day program, they’re giving me money.

[00:30:53] That’s an exchange of energy. The lower that exchange of energy is so just to give you some context here, I have years and years of experience of selling. I went through a lot of pain challenges, built businesses, and I’m condensing all that pain into a 90 day program for you. And then if they don’t pay, like an equal energy exchange there, there’s going to be resentment.

[00:31:17] And there’s also going to be. A lower engagement. They’re not going to take it as seriously. They might not show up the calls that often they might not do their homework. They might not get those things done because the higher investment, like the more money that they invest into your program, the more energetically invested they are into that.

[00:31:34] They’re going to take it more seriously. And that’s really important, especially as a coach or a consultant, you want your clients to take what you’re doing seriously. Cause otherwise it’s ultimately, it’s a waste of your time and a waste of theirs. You know what I mean? You want to make sure that they’re energetically invested into what you’re doing.

[00:31:52] So I want to hit on that first because I always believe in selling a high ticket. The only reason I think you should ever sell something low ticket is to get them into your pipeline. So you can start nurturing them and building relationships. Cause not everybody’s ready to buy that hot ticket thing.

[00:32:07] If you’re selling a product for five, 10, K, someone just might be getting started in their journey. And they’re like, okay, I don’t have that money yet, but I still want to learn. Then you’re selling like a $50 ebook or a hundred dollars a course or whatever. That’s fine. You get them in your pipeline.

[00:32:22] They’re learning, they’re implementing, they’re able to start making more money on their own. And then when they’re ready, then they could buy that high ticket thing. So. Just want the kind of pre-frame out there into the script now. 

[00:32:35] Dr. Taylor Brana: Well, before we get to that, I do just like, I really want to take a second here because what you just said, no, one’s taught me.

[00:32:43] Right. And I think everything you’ve said right now, that’s one thing that, like, we don’t talk about a lot, but it’s also uncomfortable to talk about is pricing. And like, what’s a good price for something it’s bad, like not, maybe not an effective price for something and the energy exchange idea. I really love, because again, at the end of the day, like if I put $2,000 into something, it feels like a lot more.

[00:33:08] And as such, I’m going to kill it. I hear about it a lot more. Even if the thing I bought isn’t actually that good. And let’s, I mean, not to say that that’s the case. We will obviously want something to be good too, but there is that kind of idea that like now I’ve put in my two K. I’m going to be engaged because I put my money into this.

[00:33:25] I’ve put my energy into this and you know, I want this to work as opposed to, let’s say it’s a hundred, 200, 300. Yeah. That’s a lot of money, but it’s not going to maybe kill me. Right. And I think psychologically, that’s so powerful and it’s something that I think we really need to think about. So for anyone listening, like if you are trying to create a product, you are trying to build that out.

[00:33:47] Like, is this something that you’re willing to charge less for because you don’t feel as energetically invested, you don’t want as much engagement or are you really trying to weed out some people cause you only want the most engaged people and you want them to put in a higher level of investment so that they’ll be there with you.

[00:34:06] I think that’s a really powerful statement. 

[00:34:08] David Lacamera: Yeah, absolutely. And just to kind of also. I’m going off that point. So if you’re selling a product that’s different than selling a service. So whenever you’re selling, you could sell a product at a lower price. Cause you record, let’s say it’s a course, you recorded it.

[00:34:23] It’s already done. You know what I mean? You’re not putting any more time and energy into it, really, but if you’re selling a service. Like, let’s say you’re doing, you’re a coach or you’re a mentor. You’re doing something to help someone on a weekly or monthly basis. Then at that point, if you’re selling, let’s say I was to sell energy by selling a 90 day program.

[00:34:45] If I were to sell that at 50 bucks a month, I’d be a joke. No one would take me seriously. You know what I mean? So like, how can you expect someone paying $50 a month for all this value that they’re getting. They, they won’t look, they literally will not take it seriously. It will be a joke. So it’s, it’s, it’s kind of like I said, pudding or taking in the energy that you put into that program.

[00:35:08] So yeah. Does that make sense? 

[00:35:10] Dr. Taylor Brana: Yeah, no, it does. And I think what you just said was so interesting to me because like, I know personally, I know med students, I know residents, I know other health professionals, like you just said, like selling something at $50 is a joke. I know people who are scared to sell their thing for $10.

[00:35:27] I know people who are scared to sell their thing for a cost because people have gotten so used to it. Like I’m, I’m talking about my givers out there. There’s a huge subset of the population of health professionals, especially those who are such givers that they’re afraid to sell their whole life. They want to be altruistic and compassionate, which I love, but they feel so uncomfortable.

[00:35:51] Putting a price on it. And then obviously there’s the other end of the spectrum who are complete. Insert words here who charge things ridiculously and have no compassion and yeah, they get a lot of money, but then they come up like terrible human beings. So I think there is that balance, like you said, of how much should I price it?

[00:36:11] Where I’m being compassionate, I’m aligned. and like you said before, I think a really powerful point there is if it’s a product that’s repeatable and you’re not putting direct energy into it, you can price it lower. But if you’re providing a service where you have to be in it, it needs to be a higher cost.

[00:36:27] David Lacamera: Yeah. And you brought up a point there where I’m going to get a little vulnerable for a second here. because, my, my biggest strength is my compassion. That’s how much I care. And I used to look at that as a weakness. And the only until I started to look at that as a strength was when I got, like I said, to sell more because I started to care more about my clients and other people.

[00:36:51] But the reason that I’m bringing this up is because in my, in the beginning of my journey, I was doing that exact thing. I was undervaluing myself. I was selling at ridiculously low price points. And the thing, the reason I want to bring this up is because. This is like, it all comes back to the energy again.

[00:37:10] It’s time to think about whether you’re a physician. I don’t care what you do. If you’re a physician. If you’re a coach, if whoever you are and you’re selling a service, I want you to think about this for a second. I want you to think about how much money did you invest, how much energy and time did you invest to get to where you are today?

[00:37:30] To get to know everyone, all the knowledge that you’re selling, how much time, money, energy, how much did you invest? It’s probably going to be a lot. I’m assuming like you put a lot in, and you put a lot into that journey. So think about this. You’re condensing that, that huge learning curve, all that pain and challenges you went through, you’re condensing that into a program.

[00:37:54] Now you tell me this. Is condensing all that. So people could bypass all that pain and challenges that you went through and save all that time on their journey. Is that worth paying $3,000 for, for instance? Probably. Yeah, absolutely. And, and, and that’s when that’s, once my mindset started to change around sales was because I’m like, Holy shit.

[00:38:16] Like I’m selling my stuff for, for hundreds of dollars a month for my services, my time. It was just because I undervalued myself. I didn’t see like, wow, I put in so much to get to where I’m at today and I have so much value to give. So once we can change our mindset around that, then it’s like, okay, we can start raising our prices or your problem.

[00:38:36] You might even be listening to this and thinking like, wow, I’m really not selling at the price point that I should be. But that’s okay. Sometimes we need to get to this point of frustration. Like I did, I was super frustrated. I was like, I’m not making any money I’m putting in all this time. I’m working 24 seven, but I have nothing to show for it.

[00:38:55] So it’s just getting that mindset around, like, wow, I’ve put in all this energy and then you get to value yourself at what you think that is worth. So I just want to share that. 

[00:39:07] Dr. Taylor Brana: Yeah, no, I think that’s again, that’s super powerful and I think it’s really important for people to look at you, you also don’t want to go crazy on the other end, right?

[00:39:16] Like you don’t want to charge people $20,000 when you don’t have the skillset. Right. But what we’re talking about here is we’re talking about very competent people that are good at what they do or are at least a lot better than. A good portion of people who have a service that like, you don’t need to charge $20 an hour or $30 an hour or whatever, for something where you’re putting your energy in, where you really are an expert, there’s probably a lot more effective ways of doing that.

[00:39:47] And I think it’s a great topic. And I think like even the idea of pricing, I know it’s very personal and it’s going to be like, that’s why you need a coach or you need someone like you. It is because it is personal and it is something that you will need to sort of tease out, like what’s the right price for you, product and why, and who are you selling to?

[00:40:05] And who’s your ideal client and all those things. But I just think, I think it’s a really important thing for people to understand. Like if you sell low, one of the things you’re saying is you don’t value yourself. Which I think is a very interesting concept when it comes to something like providing a service.

[00:40:20] One thing I wanted to dig into was the script. because I think that’s also something that I don’t necessarily think I know much about, but I think is also very important. Why do we need a script for selling and why is that important? 

[00:40:39] David Lacamera: When it comes to scripts. So here’s the thing too. This is, I always use myself because I was my first client.

[00:40:46] But the thing that I want to bring to everyone’s attention is I always thought scripts were stupid. I was like, I’m going to sound like a robot. I don’t need scripts. I could just free the ball. I could rely on my intuition, whatever your excuses. The problem with that is if you’re ever going to build a business that you can scale, you can grow, you can’t rely on your intuition.

[00:41:07] For your sales calls, you just can’t, everyone’s different. And, and sales calls are one of the most, anything could happen. They’re not stable. You need something to ground. You, you need something to feel confident in. You know what I mean? That script provides that to you. So what these scripts do is it gives you a flow to your sales calls.

[00:41:25] So I’ll walk you through what that flow looks like. And there’s steps here that we go through. There’s different levels and you always start out, like I’m not going to start off for instance. Talking about my offer. Cause it wouldn’t make sense. That’s when people get repost. So the very first thing I’ll walk through these steps.

[00:41:43] The first step is you want to get on the phone. You want to build rapport. You want to get to know this person and have a human connection because if you don’t, if you bypass this little step, that seems little, but it’s so important. It’s going to feel very transactional. The person is going to feel very connected to you.

[00:41:58] You want to start building a relationship with them on that call. Because your client relationship starts on your sales call. So that’s the first thing is, is building a rapport. And then the next thing is you want to kind of frame what the sales call is going to look like, give the agenda for the call.

[00:42:14] So you want it to be like, okay, so for today’s call, we’re going to be going through X, Y, Z. And you’re going to tell them, like, we’re going, I’m going to ask you some questions. Then we’re going to see if this program is a good fit for you. and if it does sound like it’s a good fit for you, I’ll walk you through the enrollment process.

[00:42:29] How’s that sound and you get their permission. Yeah. Sounds good. Okay, cool. We can move on to the next phase. So that’s kind of like the pre-framing letting them know the agenda for the call. And the next step is really getting to know where they’re currently at on their journey. And where they want to end up.

[00:42:45] So this is when you’re asking them questions, your script literally has these questions listed out on them. We’re asking them, okay, where are you at in your journey? Like I, and then you get to know where they’re currently at. And then you also get to know what their future vision looks like, because these are all important things for you to know, because when you’re going to the point where if they are a good fit and you want to, and you want to extend an offer, if they want to work with you, you want to be able to tie that back to their vision.

[00:43:13] And tie that back to their current situation. For instance, if let’s say Taylor, you came to me and you’re like, Hey, I’m trying to learn how to sell. I want to scale my business to X amount of dollars, but I’m only making this. I would come back to that and tie that into like, if, if, like, let’s say you had an objection, come up and be like, Oh, I don’t know if this is right for you.

[00:43:31] I’ll be like, Well, this is your goal. This is where you want to be. Is that, does that make it worth it for your investment? So getting to know where they’re at and where they want to be as important, then next is their challenges. Like what challenges, what pain points are really coming up for them. You want to get to, to really hone in on that.

[00:43:47] And then next is really like, you want to gauge how committed they are. Gauge how committed they are to themselves into hitting those goals and their vision, and then really inviting them, inviting them into that growth if they are a good fit. And then after that, that’s when you really tell them about your offer.

[00:44:05] see if it aligns and then you give them that choice. That’s when you’re ready to ask them and extend your offer. So when you go to close a deal, all you’re doing is you’re giving them a choice. You’re saying, Hey, this is everything we went through. This is my office. Sure. Here’s a choice. You could either move forward and we could do this.

[00:44:28] Or you can not, you know what I mean? We’re never, ever pushing someone. I never teach anyone to push someone or force someone into working with you, especially if they’re not a good fit. and then really from there, if they decide that this is the point where objections come up and that’s a whole different conversation we go through like how to prevent objections or handle objections as they come up.

[00:44:49] But then really from there, like, let’s say best case scenario that yes, let’s do this and that’s when you walk them through. Okay. Here’s the next steps. To get enrolled in the program. So those that’s like the ultimate flow to the call and this script, like I said, it’s, that’s your frame that keeps you grounded.

[00:45:08] You know, what questions to ask and what order, and you keep that conversation going. and this allows the client, the potential client to relax. They could open up. They could tell you everything about their journey, their challenges and the good thing about it too, is the last point I want to bring up about the scripts.

[00:45:27] That’s all mostly questions on sales calls. You should only be talking about 20% of the time. People flip that. They, they, they, as the coach or the, the person on the call, they talk 80% of the time. Guess what? That does. Instant sales, resistance people instantly disengage with you. Cause why would you, do you ever like to go out to dinner with someone and they just talk the entire time?

[00:45:51] They don’t listen. You don’t even get a word in. So think about that. So you want the client to be talking at the time, so they have the opportunity to open up and they could feel more trusting. So that’s really the whole purpose of the script. 

[00:46:08] Dr. Taylor Brana: Well, again, I don’t use scripts. but obviously like me, I want to start to build out services at some point, I want to be able to do this and you just brought up so many great points to this.

[00:46:21] And as a business owner, one of the things that you mentioned that I think is so important is scaling because we all want to scale at some point to offer the services to a lot of people. If you don’t have this down, Pat, and you can’t train people and you can’t. Create a process. And I think obviously this is something that you teach people how to do.

[00:46:37] If you don’t have this set in stone, you’re not going to be able to replicate this, to teach other people how to do it and to build, build out your process. I think it’s just so powerful. And then like the other points you were saying, like get, get to really know the person, understand the challenges, understand their level of commitment.

[00:46:57] You’re really getting to know the person. Before you even ask anything and number one, that lets you understand where they’re coming from. And maybe like you talked about before, maybe you shouldn’t sell to them if you’re not aligned, maybe what you’re offering isn’t cause I think a lot of times also the trap is you’re you’re selling, even if it’s not aligned.

[00:47:18] And then that gets you and you in trouble when you’re trying to sell something you don’t even have. Right. So I just think it’s what you’ve provided here. Even the framework is just so, so powerful and important. so I’m gonna call up this whole question again. We’ve talked about a lot of topics here.

[00:47:38] We actually, you hit a lot of really important stuff. We hit like energy of selling, like the mindset, the energy. Like common issues, like getting like your ego caught into this whole thing. We talked about the sales process and the sales script. Is there anything you feel like you wanted to say? And we haven’t touched on yet.

[00:47:55] David Lacamera: That was really like the main that like the meat of like actually what goes on in sales, like everything from like the most important thing that if you leave this, this podcast that you listen to, this, the one thing that I want you to remember is just. Actually like the energy that goes into selling, it’s not just about getting on the phone and having a transaction.

[00:48:17] It’s about showing up as your most powerful, confident, authentic self. And you are literally, they’re like, and I’m not asking you. And I say this, like I do this, I practice it every single day. I am going on there to help people. I’m not going there to sell them if it is organic, like I said, if it becomes a good fit, I extend that offer.

[00:48:38] It’s their choice. No, one’s forcing. No one’s pushing. So just remember the energy that you put behind, everything that you do and say in your sales process is going to come out. It’s going to rub off on people. So you want to make sure that you’re coming from a confident aligned place. 

[00:48:53] Dr. Taylor Brana: Amazing. That was awesome.

[00:48:55] And I think, I think it really comes across even as, as we’re talking about this, this conversation is about. helping people and caring about them. And if that converts into something that you can help them with. Great. But you’re not trying to force people. You’re not trying to push people.

[00:49:10] You’re trying to pull them in in a process that you think is going to be helpful for them. So I, Dave, look, I loved everything is said. I think it’s awesome. Can you tell people about your course? 

[00:49:20] David Lacamera: Yeah, absolutely. So right now I have a course that’s called the energy of selling. and basically what it is for anyone, whether you’re a coach, a consultant, if you have a service based business I literally everything that we went through on this podcast, I teach you how to build the scripts, build the processes.

[00:49:37] we go through the coaching of the, the, the, the live sales call, break downs, how to close the deal. So pretty much everything from a to Z. so you learn how to sell and learn how to sell your most confident, authentic and aligned self. And you don’t have to be pushy or salesy or feel any type of, not, not feel like yourself and feel like you cause a lot of the times, just so you know, like for me too, I always related back to me.

[00:50:02] I did not like selling. I did not like it. when I first started, but now I’m excited to get on calls cause I completely shifted my mindset, shifted my energy around it. So that’s really what I teach is I want people to enjoy selling more. I don’t want them to look at it as something negative. I really want to, my, my mission in the world is to make people feel like they can enjoy it more.

[00:50:22] That it’s a good thing. It’s a good thing to get out there and sell your services so you can impact short lives. That’s really what I’m doing here. And that’s what we’re all about. I’m at the energy of selling. 

[00:50:32] Dr. Taylor Brana: That’s awesome. I mean, I love it. I think it’s great. What you’re providing. I think that people who really want to build out a service, build out something, a process that they really believe in.

[00:50:44] you know, I think all of those reasons, I think that’s why they need to look to you too, to get some help. And I think you come off when you’re doing this, it’s really authentic. Like you’re, there’s no BS here. You’re taking people who want to help other people. They have created something that they care about.

[00:51:02] They want to give that to the world and have other people also build out their awesome lives and, and you’re there to help them with that process. I think that’s great. 

[00:51:10] David Lacamera: Exactly. Yeah, that’s it. Yup. 

[00:51:14] Dr. Taylor Brana: It’s it’s, it’s really, I mean, it’s, it’s aligned with me, which is why, like, I love talking to you too. It’s like it’s helping people help people and like what’s cooler.

[00:51:21] Yeah. It’s like what’s cooler than helping people help people and then making the collective happier, more fulfilled, more excited about life and enjoying it because again w there’s a lot of, there’s a lot of terrible things out there and there’s depression and then there’s anxiety, there’s stress.

[00:51:37] And meanwhile, there’s people like you that come out here and really want to help people. And I think, I think that’s awesome. So, David you know, you’ve been on with me for quite some time now on this episode, I really appreciate your time. how can people find you online or reach out to you?

[00:51:53] David Lacamera: Absolutely. So the best way to find me online is on Instagram. so if you just type in my name, David Lacamera, I will come up on Instagram. And then also there’s just a link in my bio on Instagram for energy of selling. If you just want to check out what’s included in everything in the 90 day program you could also shoot me a DM on there and I’m pretty responsive there. So that’s the best way to reach me is Instagram 

[00:52:18] Dr. Taylor Brana: is your Instagram @davidlacamera? 

[00:52:21] David Lacamera: Yep. Just my name.

[00:52:24] Dr. Taylor Brana: Perfect. So for everyone listening today, please check out Dave’s site and Instagram, if you’re at all interested. If you’re not that’s cool too. I hope you got some value from this conversation. Dave, thank you so much for your time. That was super fun. I really did honestly learn a lot and that was great. Thanks for being on.

[00:52:45] David Lacamera: Of course, man, this is a blast. I love it. 

[00:52:49] Dr. Taylor Brana: And that’s the episode for today. I want to thank you so much for listening to the Happy Doc Podcast. Again, this is a podcast that is going to inspire you as a physician, as a health professional, as an individual to be fulfilled in your life, so please look out for the other episodes in The Happy Doc. If you enjoyed today’s episode, please leave a five star review on the podcasting application of your choice. You can also reach out to us by emailing the happydoc1@gmail.com. I’ll see you on the next episode.