EP153 – How to Sell More by Doing Less with Danny Boyle and Ian Luckett

We kick off the episode discussing the power of acronyms and models in sales. Danny and I both love the clarity they bring to complex topics. Danny introduces the concept of a sales model that can be a game-changer for MSPs.  

BANCOUT is the model designed to make your sales process more straightforward and enable you to communicate your value more effectively to potential clients. BANCOUT stands for Buyer, Authority, Need, Competition, Opportunity size, Unique, and Timeline. By following this model, you can ensure you're consistently driving towards your goal of selling more. 

We then delve into the world of persuasive language. Danny shares his wisdom on how to persuade effectively without feeling awkward. He draws inspiration from the legendary Jordan Belfort, known for his sales prowess. 

One key takeaway is the art of smart repetition. Danny explains that in sales, you'll encounter objections, and it's how you use strategic repetition that can persuade customers to come back on your side. By mastering this technique, you can overcome obstacles in your path to selling more. 

During our conversation, we discuss the common mistakes made by MSPs in their sales conversations. One significant blunder is not documenting crucial information obtained during a conversation. Danny highlights how this oversight can mismanage leads and potential sales opportunities. Another mistake is the failure to distinguish between open and closing questions. Understanding the difference is vital for crafting persuasive language that leads to successful outcomes. These insights can significantly enhance your ability to sell more effectively. 

Danny also shares an intriguing approach to using email in your sales process. He recommends reversing the traditional sequence of sending emails before calls. Instead, Danny suggests initiating contact with a phone call to establish rapport and build a connection. Once you've established this connection, you can follow up with an email to confirm the discussed points, ensuring transparency in your communication. This approach can help you build trust and ultimately sell more to your clients. 

Throughout our conversation, we emphasize the enduring importance of human connections in sales. Even in today's digital age, people still buy from people. Danny introduces the concept of the first 15 seconds, highlighting the critical role they play in making an excellent first impression. He emphasizes that during this brief window, a salesperson must be recognized as an expert, enthusiastic, sharp, and relatable. 

To achieve this, Danny shares his technique of sharing relatable stories in the first 15 seconds of a call. Whether they are minor inconveniences or relatable experiences, these stories help create a personal connection and make you appear more human and approachable, a key aspect of selling more. 

In conclusion, Danny Boyle has provided us with a wealth of knowledge on selling more effectively by doing less. His insights on using persuasive language, avoiding common mistakes, and building human connections can make a significant impact on your sales performance. 

If you're hungry for more knowledge on how to sell more confidently and effectively, make sure to check out Episode 119, where we dive deeper into this topic with Brian Gillette.  

You can also reach out to Danny Boyle via email at danny@dannyboyle.uk or connect with him on LinkedIn.  

For more resources on boosting your sales and marketing performance, be sure to explor