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How to sell with authentic persuasion
Episode 2831st October 2020 • Success Inspired • Vit Müller
00:00:00 00:55:46

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My guest today is a sales coach, author and keynote speaker. He is someone who has developed a way to be successful in sales, yet it doesn't make any sense on paper, his Parent's were anti-salespeople, he got degree in marine biology, worked at Microsoft doing tech support, even spent 4 years as a gov contractor. Yet here he is now running a successful six-figure sales consultancy in Fremont California where he trains and coaches sales teams and reps on how to succeed at inside sales. 

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  • (00:01:01) - Jason's cool job tagging sharks as a marine biologist
  • (00:05:33) - Working at many what ever jobs when you're young is great thing to do
  • (00:11:40) - We're talking about sales confidence, skills, authentic persuasion and what your duty is as a sales person
  • (00:19:39) - How to overcome the 'how much do you charge' objection
  • (00:26:04) - Customer experience and how selling is an ongoing thing (not just to make $
  • (00:32:05) - What's below the tip of the sales iceberg? If you want to have a scalable sales machine, there's many parts you've got to do, right.
  • (00:34:39) - How do you go about building your sales team
  • (00:00:00) - Talk less, listen more, quality conversation always wins and has higher conversion rate (but you must aim to sell, not just chat)
  • (00:40:24) - Way to navigate, control and bring a sales conversation to a close
  • (00:44:54) - Wanna know more about sales? Check out 'Sales Experience Podcast'
  • (00:45:37) - One thing Jason wished he'd know earlier when he started his business
  • (00:47:08) - We talk about active, healthy lifestyle, intermittent fasting, importance of not going too rigid with diets and how to improve your sales performance
  • (00:52:39) - How to get in touch with Jason

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Full Transcript:

[00:00:04] Welcome to the success inspired podcast, a business and personal development podcast to help you accomplish more in life and realize your true potential. And nowhere is your host, Vit Muller.

Vit Muller: [00:00:16] hello everybody. My guest today is a sales coach, author and keynote speaker. 

[00:00:21] He is someone who has developed a way to be successful in sales, yet it doesn't make any sense on paper. His parents were anti salespeople. He got a degree in Marine biology, worked at Microsoft doing tech support and even spent four years as a government contractor.

[00:00:37] Yet here he is now running a successful six-figure sales consultancy out of Fremont, California, where he trains and coaches, sales teams, and reps on how to succeed at inside sales. Please. Welcome to the show, 

[00:00:50] Jason cutter. 

Jason Cutter: [00:00:57] Thanks for having me. I'm a; I'm looking forward to this trip. Fun. Yeah. 

Jason's cool job tagging sharks as a marine biologist 

Vit Muller: [00:01:01] Great to have you on the show. Great to have you on the show. The exciting career path you have, what compelled you to become a Marine biologist? 

Jason Cutter: [00:01:10] so I, it started because I was inspired by a teacher when I was in, middle school. And, it was a general biology class, and then we had a segment on fish, and we're dissecting things and studying fish and studying sharks, and he introduced me to some shark researchers and books. And at the same time, you know, this will date my age, but also shark week came out on discovery channel for the first time. And I used to record that on VHS tapes so I could watch it, you know, throughout the year and, just really fascinated with it and wanted to get into it.

[00:01:45] This is one of those childhood dreams. You, you get inspired by, by sort of a position that sort of a job, and then you pursue it. 

Jason Cutter: [00:01:52] sort of, I mean, it was a transition away from my childhood, you know, kind of a dinosaur phase into shark phase. I didn't know what I wanted to do with it. I just know I was fascinated by sharks.

[00:02:04] I mean, I didn't have a career path, but yeah. I mean, it seemed like a cool thing to study and go after. 

Vit Muller: [00:02:10] Right. So you just went and studied it and then, and then that led into going tagging sharks. 

Jason Cutter: [00:02:16] well, I went to an excellent school, UC Santa Cruz. And while I was there, I was able to, to work with a volunteer for a group called pelagic shark research foundation, fantastic group.

[00:02:27] They do a lot of tagging and, work for, you know, the department of fish and game and different agencies for schools, you know, helping out. And, yeah, so I spent a lot of time working with them, tagging sharks for my school research. And I couldn't even get an $8 an hour job scrubbing boats with lots of experience.

[00:02:47] Cause it was so competitive. I mean, this is the late nineties. Everyone wants to work at SeaWorld. Everyone wants to, you know, train dolphins and work, you know, with the seals and the sea lions and so competitive. I couldn't get any job even in Marine biology. 

Vit Muller: [00:03:00] Right. So even though you've done that four years of tagging sharks afterwards, that, that didn't wasn't enough credentials for, to, to, to get through the cracks.

Jason Cutter: [00:03:09] Nope. Not even the scrub boats, they gave it to a master student. So you had to be like working on your master's degree to be scrubbing boats for $8 an hour. And I was willing to live in my car if that's what it took and I couldn't even get that. So I was like, where do I go next? 

Vit Muller: [00:03:25] Now tagging sharks, that would have been quite an adrenaline job, wouldn't it?

Jason Cutter: [00:03:29] it is, it is quite fun. I mean, you know, we did everything, you know, two-foot, three-foot sharks, which most people would be freaked out with, you know, catching those by hand in shallow water up to, you know, 18 foot great white sharks circling the boat, which, you know, as I was the young guy on the crew.

[00:03:46] So I was the one responsible for making sure the shark didn't eat the bait, that was hanging off the side, and I had to push this, you know, 18 foot, 7,000-pound shark away from its purpose in life. And, yeah, so that's, that's interesting. 

Vit Muller: [00:04:02] Wow. Wow. No, that's that definitely would have been.

[00:04:05] Yeah, I can, I can imagine. And any exciting story out of, you know, out of those four years, 

Jason Cutter: [00:04:12] one of the most interesting was that for the longest time they thought great white sharks were just solitary. Like you only saw one great white shark in one area, almost like they had their territory.

[00:04:22] And then I remember one day and I started working with that group. They had upgraded boats, so they had a 21-foot boat. They used to have a 16-foot boat before I started. And so we're on a 21-foot boat, and there were three 18 foot great white sharks circling us at one time, which wasn't a thing before then.

[00:04:41] And it was fascinating, and we were radio tagging them. Cause at the time there wasn't a lot of satellite technology, but you would track them and watch where they were going and, to see three giant sharks circling your 21-foot boat, is, is quite impressive and very scary. 

Vit Muller: [00:04:57] How do you tag a giant shark-like that?

[00:04:59] You just shoot the thing with the sensor on it or the, the. Receive, the transmit this, 

Jason Cutter: [00:05:06] long pole. So it just, you get it to swim by going for the bait. My job is to make sure it doesn't eat the thing that it's trying to eat. I was sometimes pulling it up at the last second. It cruises by, and the person with the long pole has one shot at it to get it right in the right spot.

[00:05:22] You know, nearly by hand at the end of a pole. And, you've got another person doing the video, and as a spotter and, you know, you hope it goes well, you only got a few chances. Usually 

Vit Muller: [00:05:32] so then what happened?

Working at many whatever jobs when you're young is a great thing to do

 [00:05:33] So then you finished with Marine biology. What happened then? 

Jason Cutter: so moved to Seattle, ended up getting a job at Microsoft, doing tech support for a couple of years. Cause I thought, Hey, I'm good with customer service. I was working in restaurants, getting used to dealing with people. It's funny. Cause I, you know, you had mentioned the intro being in an anti sales household.

[00:05:51] I didn't want to deal with the public. I didn't want to get into sales. When I got a job at a restaurant, I wanted to be a busser, but not a waiter. Cause I didn't want to deal with hungry people. And then I moved up, and I kind of got used to it. So I moved to Seattle, and I thought, Hey, I am good with computers.

[00:06:06] I like computers. I can merge. You know, customer service, problem-solving and, you know, the tech side and, found out I didn't like it. I didn't want to do it, was there for two years. And, they started outsourcing all the jobs overseas for the first time. And that ended for a lot of people in my department.

[00:06:25] And, then I had to figure out what I want to do next. 

Vit Muller: [00:06:27] When, when did that restaurant Potter come in? Sorry, I didn't, I missed that. Was it. 

Jason Cutter: [00:06:31] It was when I was living in Santa Cruz, when I was going to college, you know, the volunteer Marine biology, shark tagging doesn't pay. So it was going to school tagging sharks and waiting tables all at the same time.

Vit Muller: [00:06:43] Wow. Okay. Yeah. Well, one thing, I think it's a great thing to do when you're in your teens. So when you were in your young adulthood too, do you have broad. You know, the experience of different, different jobs. Cause I've done the same thing. I've worked as a, as a cook in restaurants as well.

[00:07:02]I've then done like weird stuff, you know, back in Sydney, like I had to do some, you know, waitering for like hens parties and, and working in construction and I think it's a, it's a good thing to do because it opens up your horizons a little bit, like your perspective. Of what's out there when you do that when you when, you're young.

Jason Cutter: [00:07:24] yeah, I mean, I, I think two things are essential. One is, I mean, as my mom says, all the time part of life is figuring out what you don't want to do. So the only way to do that is to try lots of things. The other part is, and, you know, I would almost say this should be mandatory, but I feel like everybody, at some point early in their life, teens, early twenties should work in either a call centre, retail or a restaurant.

Vit Muller: [00:07:45] I mean the big thing here is that, yeah, try more things. Try work for many, many different jobs, do many other jobs because when you're young, you know, you're a sponge, you absorb all that. And that gives you a good, good experience into, into your professional career.

[00:08:00] Right? 

Jason Cutter: [00:08:01] It's a hundred per cent 

Vit Muller: [00:08:02] as opposed to somebody who's 18 becomes, you know, overnight success, or want to be, on YouTube. We're done any, anything else, you know, never done any manual labour. I think manual labour is the one that is missing. I think that's what kids should be doing.

[00:08:18] Like getting into construction, become, you know, labour for a little bit for summer. You know, use your hands work hard use know physical work because it makes you appreciate hard work. And, and the cool thing about that type of work is you get, see that you can see the result. Right. I remember when I was in Scotland, we used to do a concrete job, you know, you know, concrete in flooring for big, farmer sheds, 200 cubes of concrete, typically a job.

[00:08:43] And we had these, you know, these wouldn't think these rakes and we just manual labour just rake the whole concrete. So it's all levelled. It was hard work, but you finish at the end of the day, and you see the entire finished product, and you're like, this is cool. And this is going to stay here for many, many years.

Jason Cutter: [00:09:00] Yeah. And I'll tell you, that's one of those things where my whole sales career has always been about services, not even products. And so it's an idea of something it's helping somebody get something, but it's not like tangible, it's not selling a car, it's not selling something physical. But yeah, there are times on that same way where I'll do something physical, build something, fix something.

[00:09:19] And there's that just part of people in general, where it's just like you do it and you step back and go. That's pretty cool. I did that, right? 

Vit Muller: [00:09:26] Yeah. 

We are talking about sales

Now let's look sales fast forward. You are now running a consultancy, which is a six-figure consultancy out of Fremont, California. How long have you guys been around for?

Jason Cutter: [00:09:38] So, about 19 months, 

Vit Muller: [00:09:40] 19 months. And in for 19 months, you've been able to get to six figures. 

Jason Cutter: [00:09:45] Yep. It was, it was super interesting because when I started, I broke the two rules for becoming a consultant or starting a company. One of the rules is to make sure you have like 12 months of money laying around so you can float yourself.

[00:09:59] And then the second part is to make sure that you have a lot of people in your network that want to hire you so that you don't have to wait very long. And I had neither of those things, it wasn't something I had been planning for getting into, but then the timing was right. So I started it, and in fact, the first sale and I tell us, everybody, cause I think it's essential for people, you know, they have this dream, and this fantasy that it's straightforward and they'll go out there and they'll start any business, and it'll just be instant.

[00:10:24]the first six months was nothing. There was, there was nothing, it was just networking. It was building things up. It was growing; it was creating, it was, it was making a lot of effort without a lot of payoffs, and then it started to hit, but it was a solid six months of, of really just building and pushing and then, you know, it, it took off



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