Aaron tells the story of how his sales skills brought him “from food stamps to freedom” and teaches us his four-step process to imitate confidence and close the sale: The Frame, The Pain, The Brain, and Win The Game.

Today’s guest, Aaron Janx, is an in-demand Business and Sales Mentor for coaches and consultants around the world and in many different industries. Aaron owns and operates three businesses, including a successful real estate investment company, which has provided him the financial freedom necessary to follow his passion.

Aaron’s passion is mentoring coaches and consultants in lead generation and sales so that they can rapidly grow a strong, six-figure practice.

Before Aaron jumped into entrepreneurship, he was a sales director and trainer with a Fortune 500 company. He won awards and broke sales, but he also lived beyond his means. He quickly went broke after parting ways with the company. Humiliated, depressed and defeated, Aaron reluctantly went on food stamps to feed his wife and four kids. Today, Aaron attributes his turnaround and success to his sales skills, which he says “took him from food stamps to freedom.”

We’re going to learn about the sales skills that took Aaron “from food stamps to freedom,” Aaron’s four-step process for imitating confidence in sales, and how Aaron provides values to the members of his Six-Figure Coaching Club.

“When you’re in sales, you have ultimate freedom.” (click to tweet)

“People are sold on emotion but they buy on logic.” (click to tweet)

“I feel like selling is a service. It’s something I’m doing for them, not to them.” (click to tweet)

In this episode, you’ll learn from Aaron:

• 2:00 – Before Aaron was 20, he was a sales trainer at a Fortune 500 company
• 2:30 – Aaron comes from a family of salesmen – his grandfather “basically invented the way that timeshares” sold as the president of the leading timeshare company in the ’70s
• 6:15 – When Aaron was at his lowest, he started The Aaron Janx Show, which led to coaches reaching out to him looking for sales training
• 6:35 – The podcast’s success led to starting the Six-Figures Coaches Club
• 10:00 – What are the traits that Aaron has, naturally, that help him succeed in sales?
  • He’s a good imitator – “Find someone who is really great at sales and mimic them.”
• 12:20 – What is the trait that Aaron imitated from his uncle, and what are some of the systems that he has built to improve upon those traits?
  • Confidence is the number one thing you have to have, AKA certainty.
• 14:00 – Aaron has a four-step process for imitating confidence in sales:
  • The Frame – “When you frame, you take control of the relationships, and you do that by being the leader. When you’re in a selling scenario, the prospect is there to learn about your product or service.” You’re in the teacher position and they’re in the student position.
    • A good book on this topic is Pitch Anything by Oren Klaff (affiliate link), which goes into the science behind framing
  • The Pain – As it relates to your product or service, ask about where things have and haven’t worked. Keep asking questions to unearth their pain. “You’re trying to get them in a state of pain. You’re in a state of certainty, they’re in a state of uncertainty and pain.” You’re not supplanting pain, you are unearthing their pain.
    • The science behind this is The Prospect Theory, which suggests that humans will do more to avoid pain than they will to get pleasure
  • The Brain – Once you feel that you have them as high as they will go in their state of pain, you ask them if they have any questions for you. You haven’t even told them about your products or services yet. Now you will, very briefly, show them how your product or service alleviates their pain. “You list benefits, not features – because they don’t care about the process, they only care about the results – then you’re not going to tell them the price.”
    • “People are sold on emotion but they buy on logic.”
  • to Win The Game – Aaron likes to ask the prospect what they think the price of the product or service is. If they guess a higher price than it actually is, you know you did a good job and it’s time to close – if they guess lower, you know you did not establish enough value. Once you have established your value, close the sale and get payment during your initial presentation.
• 23:30 – If you don’t get payment on initial presentation, 9/10 times you will not close. You have to close on the first call.
• 25:10 – What happens when you get a maybe during a sales call?
• 27:30 – What are some things that introverted people can do to improve their confidence and relationship-building skills?
  • Reading books like How to Win Friends and Influence People by Dale Carnegie (affiliate link) is the simplest thing to do. “That book will teach you all the people skills that you ever need for your whole life.”
• 30:30 – In Aaron’s sales coaching program, he listens to all of his client’s sales calls. “It’s one thing to do it, but you don’t know what you don’t know.” The program gives you the information you need to do it, and the feedback you need to do it right.
• 33:00 – When you’re in Aaron’s sales coaching program you get:
  • Aaron’s critiques your sales calls
  • Access to Aaron through private messages and Facebook
  • Weekly group calls on Zoom
  • Learn hunting and harvesting sales methods
  • Learn how to close your sales calls
    •  “My mentees quickly learn that leads are not the problem. They come to me thinking that it’s leads, but it’s never leads.”
• 36:30 – Aaron is planning the Seven-Figure Coaching Club as a year-long continuing education program for coaches and consultants.
• 38:40 – Quickfire Q&A

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Resources mentioned in this episode:

• Work with Aaron
• Listen to The Aaron Janx Show
• Join the Straight Up Entrepreneurs Facebook Group
• Zoom video conferencing
• Pitch Anything by Oren Klaff (affiliate link)
• How to Win Friends and Influence People by Dale Carnegie (affiliate link)

Answers to Quickfire Q&A:

1. If you could chat with anyone, dead or alive, who would it be and why?
   1. Benjamin Franklin, “because he was so multifaceted.”
2. Name a tool, app, or website that you can’t live without and why.
   1. Facebook. “That’s where everything is going down right now. That’s where everything comes from. The leads, training. Facebook is where it’s at right now.”
3. Tell us something unique and interesting about you that not many may know.
   1. “I am an avid musician. I play the guitar and the piano.”
4. What is your favorite business book and why?
   1. Pitch Anything by Oren Klaff (affiliate link) “because the implications of framing can revolutionize your life.”
5. What is the top characteristic or trait that you look for in people you work with?
   1.  Teachability
6. What is something you believe, but few others agree with you?
   1.  “I’m kind of a rebel, man … I just don’t care what people think … I have cold called on too many doors. You lose the ability to care what people think when you do that.”

How to contact Aaron:

If you want to book a strategy session with Aaron, head over to AaronJanx.com/application to apply for a free strategy session. You can also join Aaron’s Facebook group, Straight Up Entrepreneurs.

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