No, guys, this episode has nothing to do with you switching professions and becoming an auctioneer. However, you will learn four core principles from the industry that will help you become a better sales professional. My guest, Dia Bondi, leadership communication coach and author of Ask Like an Auctioneer, is going to share how to articulate the offers you bring to your clients in a unique way. Also, don’t forget to download the hidden gems she shares at the bottom of these show notes.

Meet Dia Bondi

Dia has an exciting background as a leadership communications coach with over 20 years of experience. She has worked on high-profile projects, including helping Rio de Janeiro win the bid to host the 2016 Olympics.
With a unique love and hobby for fundraising auctioneering she became inspired to write the book "Ask Like an Auctioneer," which focuses on making impactful asks.

Paddle Through The No

Auctioneers have a tendency to speak fast, or maybe they’re just good at doing a special chant.
The chant they do allows them to keep going until they get a final bid, the highest offer.
If you paid attention, the auctioneers are paddling through each offer until they are able to maximize the initial offer.

Importance of Value

Another core principle of auctioneers is not defining an offer based on the price. The price is to show the value of the product and how individuals can see that value.
You may find it hard to ask for a higher price because you’re unable to get the prospect to see the value of what you’re offering. Get them to see the worth of your offer, and they’ll be ready to spend whatever amount you’re asking for.

Connect with Prospects with Storytelling

Part of your job as a seller is to understand what they really care about to help solve their problem.
Just like an auctioneer, use storytelling to help you practice empathy and connect with prospects on an emotional level.

ZOFO: Zone of Freaking Out

You know that heart-wrenching feeling you get when you’re about to go into a meeting and the fear of rejection starts to creep in. Dia says it's ZOFO, or the Zone of Freaking Out.
She shares how to handle this feeling and to keep pushing so you don't mishandle a deal.

“Price is not a way for you to define your own worth. Price is a way to see and understand what they value and how they value it. Not a way to define our own worth and worthiness.” - Dia Bondi.

Resources

Sales Evangelist Listeners Hidden Gems

Dia Bondi on LinkedIn

Sponsorship Offers

This episode is brought to you in part by Hubspot.

With HubSpot sales hubs, your data tools and teams join a single platform to close deals and turn prospects into pipelines. Try it for yourself at hubspot.com/sales.

2. This episode is brought to you in part by LinkedIn.

Are you tired of prospective clients not responding to your emails? Sign up for a free 60-day trial of LinkedIn Sales Navigator at linkedin.com/tse.

3. This episode is brought to you in part by the TSE Sales Foundation.

Improve your connection on LinkedIn and land three or five appointments with our LinkedIn prospecting course. Go to the salesevangelist.com/linkedin.

Credits

As one of our podcast listeners, we value your opinion and always want to improve the quality of our show. Complete our two-minute survey here: thesalesevangelist.com/survey . We’d love for you to join us for our next episodes by tuning in on Apple Podcast, Google Podcast, Stitcher, or Spotify. Audio provided by Free SFX, Soundstripe, and Bensound. Other songs used in the episodes are as follows: The Organ Grinder written by Bradley Jay Hill, performed by Bright Seed, and Produced by Brightseed and Hill.

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