Come here with me: you are a seller. You could sell anything: real estate, cars, vacuums, watches, timeshares, ideas, projects, anything. For our purposes, let’s say clocks. You have had some modest achievements in your career, some wins that you are proud of, and some difficult sales that got you over the finish line.
But when you write down your five or ten year plans, your real goal is to make big business. You don’t want to spend the rest of your career convincing someone to spend money they may not need to buy a product they may not need. No, you want to work with whales – the big customers, the big financiers, people who definitely have the money, and more than that, definitely don’t need what they’re buying. Because these people already have everything they need and more. You don’t want customers who just read SUCCESS, but customers who are on the cover.
Daymond John isn’t going to call you one day and ask you to sell him a new watch … is he?
Probably not. But imagine if he did. He plans to meet somewhere next week to discuss buying a new watch. He says, “I heard you were the best fucking watch seller in the world.”
Thoughts race through your head, did he call the wrong number? Who told him I was the best salesman in the world? Why me?
You take a deep breath and say, “Yes, that’s me. I’ll see you next week. ”You hang up and immediately panic.
You have a week to prepare for the biggest sale of your life. You look at your department store pants and your wrinkled shirt and your $ 100 watch. You think of John in his bespoke suits, silk pocket squares, and $ 25,000 watches.
There is a huge difference between the two of you. He would never want to buy a fancy watch from you, even though you have experience and know your way around better than anyone else. You don’t look like wealth. Daymond John looks like hundreds of millions of dollars.
So do you go right now and maximize your credit card with a new Armani suit? Are you ordering five different fake Rolexes to find out which looks the most realistic? Do you call every dentist in town to make an appointment for laser whitening?
These are, of course, all natural things to think about, of course, but they are completely wrong.
Time over money
Ryan Serhant, the host of the Million Dollar Listing New York on Bravo and owner of SERHANT, his own real estate company, has made a career selling ridiculously expensive properties to ridiculously rich people.
His latest book, Big Money Energy, is devoted to exactly this topic. You might not get a random call from Daymond John asking you to sell him a watch, but Serhant actually lived in a very similar situation that led to his first big deal. He was a medium-sized real estate agent who one day received a call from a wealthy Chinese woman who wanted him to sell her a $ 2 million apartment in New York City. Many of the same thoughts went through Serhant’s mind as he prepared for the client’s arrival. Long story short, he nailed sales and kicked off his real estate career. But it wasn’t the new clothes he bought that impressed his customers; In fact, the client was so jet lagged that she slept most of the time between property visits. It was the knowledge he possessed that made best use of her short time in America.
“The greatest good that wealthy people have is not their money, but their time,” says Serhant. “If you save them time, they will appreciate you much more than if you save them money.”
Aside from improving his looks, he had spent all of his time researching the neighborhoods and buildings that the customer might be interested in. It was much more valuable than any new suit or a nice haircut.
You will never impress Daymond John with your clothes. He’s spent more money on his clothes than you’ve ever spent on anything in your life. Don’t go into credit card debt to impress a guy who can’t be impressed. Spend this time researching everything you could ever want to know about luxury watches. Which brands are on the rise? Which ones hold their value most? What is rare or unique that John might notice the next time he’s on a yacht with Robert Herjavec? The price will not be an object. What John wants is someone who can tell him everything he needs to know succinctly and with authority. He wants someone who can answer his questions without pulling out his phone and Googling the answer.
“Many people think that you have to pretend to be rich in order to assimilate with the rich. The opposite is true. The rich are rich and they know they are, ”says Serhant. “You don’t have to fly a private jet or buy a Rolex to be successful because it won’t be authentic.”
Authenticity is the key to selling to the rich. Whales are often surrounded by people all day long who pretend to be rich, to be smart and at times to pretend to be their friend. When someone is real, it catches the eye and makes an impression.
Be who you want to be
We don’t want to mention that, you should definitely be presentable. Wear nice clothes that make you more confident and confident.
Seranth’s book emphasizes his ability to project a future, more successful version of himself onto the current version in order to achieve his goals. This also includes the clothes he wears – his “self-confidence costume”. As an aspiring salesman, he tried to imagine what the future, rich version of himself might look like. He called this eventual person Big Ryan.
“I had a fake Rolex and I felt good. But my wrist turned green, ”says Serhant. “It was like my vision board for my wrist. I knew that one day I would sell enough where I could afford to buy the original. Having this fake ridiculous watch on my wrist that I would hide most of the time knowing it looked fake made me feel like it was possible. But I didn’t show it to rich people, that would have been a disaster. “
Projecting this Big Money Energy and imagining the future version of yourself is not the traditional “Fake it ’til you make it” idea. Instead, it’s about making yourself who you want to be every day.
“Fake it ’til you make it is Bull– Money Energy,” says Serhant. “It is pretending to have a personality that one day you may or may not have. For me, Big Money Energy is about projecting that image of the future and being that person today. “
Remember, when Daymond John calls you, he’s not calling because he wants to see how beautiful your clothes are or so that you can fake your own wealth in front of his eyes. He’s calling because you know your stuff, aren’t wasting time and are selling him the best watch out there.
Why you? Because you’re the best fucking watch seller in the world.
This article originally appeared in the July / August 2021 issue of SUCCESS magazine.
Feature image by Jacob Lund / Shutterstock
Scott Bedgood is a freelance writer and writer of Lessons from Legends: 12 Hall of Fame Coaches on Leadership, Life, and Leaving a Legacy. He lives in Dallas, Texas with his wife Sami.