Mastering Silence and the "Espresso Machine" Strategy with Robin Waite

In Episode 57 of Call The Damn Leads, host Drewbie Wilson sits down with Robin Waite, a business coach, author, and expert in pricing strategy. Robin shares powerful insights into sales psychology, using silence as a strategic tool, and how to structure premium offers to maximize revenue. Known for his direct approach, Robin walks us through how he helps business owners package their services, confidently price their offerings, and use creative techniques to close bigger deals.

Whether you're a seasoned pro or just getting started, this episode is packed with practical advice to refine your sales process and bring in high-value clients.

Key Takeaways

The Accidental Upsell: Productizing Your Services
Robin shares how he turned a simple one-day branding workshop into a high-revenue, productized service. By packaging services in a structured brochure with optional add-ons, he allowed clients to "upsell themselves." This simple tweak resulted in more revenue with minimal extra work.

The Power of Silence (STFU Technique)
One of Robin’s most valuable lessons is the “STFU” technique, a reminder to stay silent during critical moments in a sales conversation. Robin explains that silence isn’t meant to be manipulative; it gives prospects time to process the offer and consider its value. He recounts a story where his mentor held 22 minutes of silence, ultimately leading to a £9 million deal. The lesson? Silence can help clients talk themselves into a purchase.

Understanding Decision-Making Modalities
Robin explains the three stages people go through when making decisions: Feeling (the gut reaction), Thinking (the analytical phase), and Knowing (the final decision). By recognizing these stages, sales professionals can allow clients the time to move through each phase naturally, leading to a confident yes.

The "Espresso Machine" Strategy
Robin introduces the "espresso machine" concept, inspired by Starbucks' premium product upsell. He encourages every business to have a high-ticket, premium option for clients who want the "full experience." Even if only a few clients take it, this premium offer can significantly boost revenue and position your business as high-value.

Pricing Confidence and Value-Based Selling
For service providers, confidence in pricing is essential. Robin works with clients to shift from hourly billing to value-based packages, emphasizing the outcomes rather than just time spent. This not only helps service providers earn more but also builds stronger client relationships by focusing on results.

Embracing "No" as Part of the Process
Robin advocates for aiming for a conversion rate of about 20-35%, which means that hearing “no” should be part of a healthy sales process. Instead of fearing rejection, he encourages salespeople to see it as a sign they’re aiming high enough with their pricing. If you’re getting too many yeses, you might be undercharging!

Memorable Quotes

“If you just shut your mouth, people will often work it through themselves.” – Robin Waite

“Sales is a muscle. If you want to get good at it, you have to practice it just like you would at the gym.” – Robin Waite

“Every business should have their equivalent of an espresso machine—something premium for the right client who’s ready for a bigger investment.” – Robin Waite

“When clients say ‘no,’ I celebrate just as much as when they say ‘yes.’ It’s all part of the process.” – Robin Waite

Connect with Robin Waite

Want to learn more from Robin? Here’s where you can find him:

• Website: https://fearless.biz – Discover Robin’s coaching programs, resources, and services.

• Free Book Offer: Robin is offering Call The Damn Leads listeners a signed copy of his book Take Your Shot! Go to https://fearless.biz/tys to claim your free copy (postage optional).

• YouTube Channel: https://www.youtube.com/user/RobinMWaite – Check out Robin’s videos for more insights on sales and pricing.

• LinkedIn: https://www.linkedin.com/in/robinwaite/ – Connect with Robin on LinkedIn for updates and insights.

Actionable Tips from Robin

• Role-Playing for Sales Practice
  Robin emphasizes the importance of role-playing to improve objection handling and boost sales confidence. Practicing in a low-pressure environment helps you sharpen your skills, so you’re ready when the real deal comes along.

• Record and Review Your Sales Calls
  Robin records all of his sales calls and reviews them to assess his body language, pacing, and choice of words. This helps him continually improve and catch anything he might have missed in the moment.

• Be Ready to Walk Away
  Part of having confidence in your pricing and offer is being willing to walk away if a client isn’t the right fit. Not every lead is your ideal client, and being selective allows you to focus on high-value opportunities.

Call The Damn Leads

“By sales professionals, for sales professionals.” Each week, Drewbie Wilson, a sales vet with 20+ years in the game, brings you humor, real-world stories, and powerful strategies to help you excel in your sales career.

Expect a wild mix of:

• Real Sales Stories: Tales that entertain and inspire

• Proven Tactics: Practical tips for boosting your sales game

• Humor and Energy: Fun takes on the ups and downs of sales life

• Expert Advice: Learn from seasoned pros across different fields

Whether you’re in sales, an entrepreneur, or just looking to grow your business skills, don’t miss out on these invaluable lessons and entertaining stories. Want to be a guest? Pitch your story here!

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