Marketero · Entrevistas
Learn 97% of Sales in 52 Minutes
30 ideas de marketing sacadas de «Learn 97% of Sales in 52 Minutes», de Sabri Suby. Sobre todo de conversión, oferta y precio y medición y experimentos.
- 30 ideas despiezadas
- Fuente Sabri Suby
- Dura 52 min
- Publicada en 2026
Ver la entrevista entera en YouTube
De qué habla
Las 30 ideas de esta entrevista se reparten así entre las etapas del marketing. El reparto es lo que distingue una entrevista de otra: dice en qué se detuvo de verdad quien hablaba.
Las 30 ideas, con su cita y su minuto
Cada una está sacada de un punto concreto de la entrevista. El enlace del titular lleva a
la página de esa idea, donde se ve quién más la dice por separado; el del pie salta al
segundo exacto del vídeo para que la compruebes tú.
ConversiónAntes de presentar una oferta, se debe realizar un diagnóstico riguroso registrando las palabras exactas del prospecto sobre sus intentos y dolores pasados. Luego, en lugar de un discurso genérico largo, se debe resolver en vivo una pequeña fracción de su problema en menos de dos minutos usando su propio lenguaje y elementos visuales para disolver el escepticismo mediante valor tangible.
You are never, ever in a position to sell your product or service before you have actually done a diagnosis. And therefore, what it is that you're trying to do is you want to sell like a doctor sells. All they are trying to do is to diagnose what the problem is, how long it's been persisting so that they can then write a prescription What you must do is you must splinter off some of what it is that you sell and start to actually write a bit of that prescription live on the call. And you're actually doing some kind of analysis live on the call and proving to people that you can help them by…
Escúchalo en el minuto 5:12
Medición y experimentosPara evitar meses o trimestres imprevistos de baja facturación, la gestión de ventas debe basarse en métricas de entrada (como llamadas realizadas y tiempo de conversación) y corregir el rumbo a los pocos días de notar caídas de actividad en vez de esperar a los resultados de fin de mes.
But there are leading indicators you want to be looking at what are the inputs that drive that output. they all do it on revenue, which is the wrong output. What you want to do is what are the inputs? What are the bare minimum inputs that you require based on talk time and dials. it allows us to course correct before the month is over, If input is down, you are going to have a bad month. is course correcting every single day, You want to make sure around dials and talk time. If you see two days where you're down on where activity needs to be, course correct in days, not quarters.
Escúchalo en el minuto 35:58
Estructura de tres paquetes y defensa del precio mediante reducción de alcance
Oferta y precioPresenta tres niveles de oferta iniciando siempre por el paquete de mayor precio; si el cliente solicita un descuento, desciende al paquete intermedio o elimina componentes del servicio en lugar de rebajar el precio directamente, preservando los márgenes de beneficio.
always have three solutions. their pants down on price, it erodes their margins, we're going to have three different packages. we are always going to be selling to the highest package that we've got. We are then going to default down to our middle package. 20% of people are going to take us up on the highest offer, but the bread and butter of our business is going to be on the middle package. we then remove parts down and we downsell them to our lowest offer. or you're going to remove parts and strip it back on what it is that you are selling And you say, well, that's why the price is what it…
Escúchalo en el minuto 48:28
ConversiónPara evitar que los vendedores practiquen con prospectos reales con dinero en juego, se debe instaurar una rutina obligatoria de roleplay diario (al menos 30 minutos antes de salir a llamadas), iniciando las simulaciones directamente con la objeción más difícil y agresiva para desensibilizar al equipo.
And you do not want to practice on your prospects. That is the most expensive thing that you can do. than on the prospect with real money on the line. is we start the call up in the roughest place possible. We start with the worst objection that we possibly can, the hardest handle, You don't close these deals on the call, you close them in the objection handling training. Be the most difficult prospect in front of the whole sales team, really put them in a compromised position, have it mandatory for your sales team to spend at least 30 minutes role playing before they get on the phone…
Escúchalo en el minuto 20:11
ConversiónDividir la facturación o comisiones anuales de un vendedor entre su número total de llamadas y tiempo en línea permite saber el valor económico de cada marcación, facilitando traducir metas de ingresos anuales en objetivos diarios exactos de llamadas y minutos requeridos.
is at the end of every year, we look at how much money how much revenue that they generated in personal commissions. we divide that number by the total number of dials of talk time. And then we come up with how much money that they make every single time they dial somebody. do you want to make this year? the number You've got the operating system. You can tell them exactly how many dials and how much talk time that they would need to make in order to hit their goals. if every day looked like today, would I hit my target?
Escúchalo en el minuto 37:20
ConversiónCuando un prospecto exige saber el precio antes de conocer la propuesta, se debe preguntar si compraría de inmediato en caso de que el precio fuera adecuado; al admitir que primero necesita evaluar lo que incluye, se retoma el control para presentar la oferta antes de hablar de costos.
And they say, just tell me the price. They'll either one, spit out the price Or two, they will try to win the argument of why telling the price right now Instead, what we want to do is we want to grab the frame and be like, Are you telling me that no matter what, if the price is right, you're going to go ahead? well, no, like I need to know what's included. Exactly. So let me just run you through I'll tell you what's included. And then if it all makes sense, I'm more than happy to go over the price with you.
Escúchalo en el minuto 14:28
ConversiónIntentar rebatir y demostrar que el cliente está equivocado activa su ego y destruye la afinidad comercial; la estrategia efectiva consiste en validar y concordar primero con lo que dice (técnica tipo Aikido) para neutralizar la confrontación y reencuadrar la conversación después.
they think that persuasion comes down to proving people wrong. by proving the prospect wrong. This is the most costly mistake Because winning arguments doesn't close deals. And if you show up to a call is trying to prove you wrong you're not going to feel any affinity towards them the very first rule is to always agree with them. you just agree with them. What you're doing is you're butting heads with them. You do not want to be combative with the sale. You want to do Aikido and take that objection and move it and flip the energy is by always agreeing with whatever they say.
Escúchalo en el minuto 12:45
ConversiónAntes de revelar el precio, recapitula detalladamente el problema exacto del prospecto y lista cada uno de los componentes de valor incluidos en la oferta, vinculando cada elemento directamente al dolor expresado.
I call it the mini bomb. So before you ever get to price, and before you get to the unveil of what your price is, you want to do what I call the mini bomb, which is you summarize all the value that it is that they're going to be getting along with the problem. you don't want to take it for granted that they know everything that's included. You want to literally detail everything that they're going to be getting. is when you tie what they're getting to the problem that they've had or the problem that they are experiencing. And so then you deliver all of the value of everything that's included,
Escúchalo en el minuto 50:32
Guardar silencio absoluto inmediatamente después de decir el precio
ConversiónTras comunicar el precio con total seguridad, mantén un silencio rotundo sin intentar justificar el número; ese silencio obliga al prospecto a realizar el cálculo mental y procesar por sí mismo el valor de la propuesta.
and then you drop your price. And when you drop it, you say it confidently, and then you just shut up. I call this the subri-subi silence. You just don't say anything. What most people do is they drop the price, and they immediately try to justify the price the moment that it comes out of their mouth. The reason that they do that is they're not confident with the price. So then you say it, and you shut up. And something magical happens in that moment. The prospect starts to justify in their mind that price, and they start to run through all the mental arithmetic and compare it and normalize…
Escúchalo en el minuto 51:27
ConversiónEntrenar a los comerciales a diario comenzando los role plays directamente desde la objeción o escenario más desfavorable posible, para prepararlos a reaccionar ante rechazos agresivos.
So instead, what we want to do is we want to train for that. They are forged in the fire. And that fire starts with a role play. You must train yourself. They'll get the guy in the most compromised position and they'll start the round there. And the reason they do that is that they want to start them in deep water. You want to start role playing with the hairiest, spiciest objection that you could possibly expect to get on a telephone call. And it is something that is not done once a week. You don't role play once a week, right?
Escúchalo en el minuto 19:15
ConversiónLa convicción es el 80/20 del cierre: una venta ocurre cuando la certidumbre del vendedor es mayor que la duda del prospecto. Esta convicción se fortalece cualificando rigurosamente la necesidad del cliente y recordando que los casos de éxito más grandes enfrentaron exactamente las mismas objeciones y miedos antes de decidir comprar.
this hack is like the 80-20 of sales. but this one is the 20% input that literally drives 80% of the output, and it's conviction. by qualifying the prospect, qualifying where they are, is going to increase the likelihood and solving this problem? If that is a yes, then your conviction level goes up go and listen to those sales calls because I can bet you right now that the same objection handles are the same objections that came up with these clients their conviction level was higher than the doubt that the prospect had in their mind and a sale was made.
Escúchalo en el minuto 22:05
ConversiónEn cada llamada de venta se debe articular y cuantificar el coste que tiene para el prospecto no tomar ninguna acción o contratar una alternativa barata de mala calidad, evidenciando que el coste de permanecer con el problema supera con creces el precio de la solución.
But you must assign a cost. is that in every single transaction, The biggest cost often is them not doing anything at all and still being in the same place in a year's time from now making a wrong decision based on price and then them having a horrendous outcome you must assign a cost. is to get very clear on what that cost looks like in every single sales call that your team is assigning a cost to the prospect, not taking action at all. Assign a cost to inaction.
Escúchalo en el minuto 45:26
ConversiónEn cada llamada de venta se debe articular y cuantificar el coste que tiene para el prospecto no tomar ninguna acción o contratar una alternativa barata de mala calidad, evidenciando que el coste de permanecer con el problema supera con creces el precio de la solución.
But you must assign a cost. is that in every single transaction, The biggest cost often is them not doing anything at all and still being in the same place in a year's time from now making a wrong decision based on price and then them having a horrendous outcome you must assign a cost. is to get very clear on what that cost looks like in every single sales call that your team is assigning a cost to the prospect, not taking action at all. Assign a cost to inaction.
Escúchalo en el minuto 45:26
Desfile de pruebas previo a las llamadas de venta
ConversiónIniciar las reuniones del equipo de ventas repasando testimonios recientes y victorias de clientes para elevar al máximo la convicción de los vendedores antes de enfrentar el escepticismo de los prospectos.
So the way that I like to do this is to start every single one of your sales meetings with proof. I call it a parade of proof. You want to bring in all of the clients You want to read testimonials. Better yet, you want to have your salespeople read testimonials of people that they closed. You want to have a wins group on Slack, on Gchat, wherever it might be, where the wins are posted every single day. So you're getting your salespeople in a state of the highest level of conviction that they possibly can. The level of conviction from your rep or from yourself is so much greater than the…
Escúchalo en el minuto 17:17
ConversiónAl momento de cerrar una venta, se debe cuantificar y hacer explícito el costo emocional y financiero de no tomar acción, ya que los prospectos asumen erróneamente que no hacer nada es gratis cuando suele ser significativamente más costoso que el precio de la solución.
In a sales cycle, when it comes time to making a decision, the prospect will always hear the cost of whatever it is that you are charging them But the thing that most sales people do is they stand at the end of that call and they justify the price. But what they don't do is assign a cost of inaction. we must assign a cost to them doing nothing that doing nothing isn't going to cost them anything. But most of the time, the cost of doing nothing is infinitely more than what it actually costs to do something.
Escúchalo en el minuto 43:43
ConversiónAl momento de cerrar una venta, se debe cuantificar y hacer explícito el costo emocional y financiero de no tomar acción, ya que los prospectos asumen erróneamente que no hacer nada es gratis cuando suele ser significativamente más costoso que el precio de la solución.
In a sales cycle, when it comes time to making a decision, the prospect will always hear the cost of whatever it is that you are charging them But the thing that most sales people do is they stand at the end of that call and they justify the price. But what they don't do is assign a cost of inaction. we must assign a cost to them doing nothing that doing nothing isn't going to cost them anything. But most of the time, the cost of doing nothing is infinitely more than what it actually costs to do something.
Escúchalo en el minuto 43:43
ConversiónEn lugar de obsesionarse con técnicas de cierre y manejo de objeciones, el vendedor debe priorizar una fase profunda de diagnóstico escuchando el 80% del tiempo. Articular el problema del prospecto con mayor claridad y precisión de la que él mismo puede expresarlo genera la percepción inmediata de que se posee la solución idónea.
Because the sale isn't closed in the close. It's actually closed in the discovery. then that prospect automatically assumes that you have the answer to their problem And then if you're able to articulate their problem better than the prospect can themselves, they automatically assume that you have the solution Because the perfect salesperson barely speaks. They spend 80% of the time simply listening to what the prospect is saying. And the key thing that you must understand here is that no specific objection handle makes up for a bad diagnosis. Therefore, all of your attachments should simply…
Escúchalo en el minuto 0:45
Seguimiento comercial basado en aportar valor y no en presionar el cierre
ConversiónPara evitar que el seguimiento de ventas resulte molesto o percibido como egoísta, utiliza la información obtenida durante la llamada de descubrimiento (dolores, metas, intentos previos) para enviar análisis breves, ideas prácticas o información de valor que acerque al prospecto a sus objetivos, en lugar de limitarse a preguntar si ya revisó la propuesta o tomó una decisión.
And the way that most people follow people up is annoying because it's selfish. Instead, the place that you get all of your material to follow up is in the discovery. So if you do a good job in the discovery, you know all the pain points. value-added follow-up. Every single touchpoint that you follow up, it should be looking through the lens of the prospect and thinking, how do I get them closer to where it is they told me that they wanted to go regardless of whether or not they buy from me. you must follow up with some kind of insight, some piece of information, something that is going to…
Escúchalo en el minuto 32:40
ConversiónPara neutralizar respuestas evasivas como «tengo que pensarlo» —usadas por los prospectos para evitar la confrontación—, no se debe aceptar aplazar la llamada, sino indagar qué aspecto concreto genera dudas (precio o estrategia) o utilizar la escala del 1 al 10 para identificar exactamente qué hace falta para que tomen una decisión en ese momento.
is the silent objection. I need to think about it. because they don't want to tell you the real objection. what part specifically is it that you need to think about? Is it the price? one to 10 close. Be like, okay, terrific. Look, where are you sitting at right now on a scale of one to 10? What is it that I need to do to get you to a 10? And then the real objection will come out. Guess what human beings hate? They hate confrontation. It's confrontational. They don't want to do that.
Escúchalo en el minuto 25:56
ConversiónPara evitar que los prospectos se pierdan por falta de constancia, mide la duración promedio de tu ciclo de ventas en el CRM, calcula los puntos de contacto habituales para cerrar un trato, multiplícalos por tres y documenta en un protocolo estándar (SOP) el momento exacto (hora 1, día 2, día 3, día 5, etc.) y canal de cada contacto.
So what you must do is you must build a follow-up program into your business. So you must have a follow-up process, a system that your team follows for every single lead that comes into your business. The first thing you want to do is create a Google Doc which is an SOP and it maps out exactly how long your sales cycle is. that on average, your sales cycle is 90 days. Then what you want to do is you want to look at how many touch points is required on average to close that deal over 90 days. You immediately want to triple that and you want to go, okay, it's now 30 touch points and this is…
Escúchalo en el minuto 31:46
ConversiónLos vendedores deben escuchar sistemáticamente las grabaciones de sus propias llamadas comerciales para detectar errores, eliminar muletillas y calibrar la tonalidad de seguridad, ya que la efectividad de un guion depende de cómo se transmite y no solo del texto.
you must listen to your calls. I'm using a lot of filler words. You must slowly remove them one by one The only way that you can get better is by listening to calls and making these corrections. They're watching game tape footage to see the mistakes that they made, and how they would correct them. It's not the script. It's the way in which you apply it. It's the tonality and it's the way that you speak.
Escúchalo en el minuto 10:10
ConversiónEl principal destructor de acuerdos comerciales no es el rechazo explícito sino la postergación o los 'tal vez'. El vendedor debe acordar desde el inicio de la conversación el objetivo de llegar a un 'sí' o a un 'no' definitivo al concluir la llamada, explicitando el costo de no tomar ninguna decisión para superar la aversión al error del cliente.
The number one thing that kills more deals than anything else are maybes. So what you must have your attachment to is moving that prospect to a decision, either a yes or a no. What we will not tolerate is a maybe. So instead, what I urge you to do is just to get clear on either it's a yes or it's a no. You set your intentions very, very early on the call. we are going to go away off this call knowing exactly what the next steps are And moving them to a decision because delay is the death of a sale. Human beings just hate making decisions. And that's because they fear that they're going to…
Escúchalo en el minuto 2:34
Estandarizar un protocolo estricto de seguimiento para cada lead sin excepciones
ConversiónDefinir un programa sistemático y obligatorio de seguimiento continuo para todo prospecto elimina la incertidumbre de los comerciales sobre qué decir y asegura que ningún lead sea abandonado antes de comprar.
This is the always, we do this on every single lead, we follow this until they buy. Every single lead, no matter what, no exceptions you just go through your follow-up program and they never again have to worry about what to say. The fortune is in the follow-up,
Escúchalo en el minuto 35:11
Oferta y precioReducir la inversión total a cifras semanales o diarias ('break it down to the ridiculous') hace que el coste resulte más digerible y fácil de asimilar al compararlo con gastos cotidianos.
that down of what that looks like weekly. That is a lot more palatable for that person, it's a lot more digestible, and because it's a lot more palatable, it makes sense, You're making it make sense for them. You want to compare it to other things that they're doing, and so you always want to break it down to the ridiculous.
Escúchalo en el minuto 50:13
ConversiónEl éxito en ventas y los cierres de alto valor dependen de ejecutar con excelencia los fundamentos (descubrimiento profundo, tonalidad, convicción y seguimiento constante), lo cual previene objeciones desde el inicio en vez de depender de trucos o respuestas prefabricadas.
there aren't any silver bullets in sales. There are only lead ones. is the advanced people always do the fundamentals. Instead, what you must focus on is the fundamentals, the tonality. It's your attachment to doing the discovery and doing the diagnosis The big deals get closed because you always did the fundamentals. You did a better discovery When understanding that if you do a very, very good discovery, you're not even going to have to handle a lot of those objections because they're going to be handled in the discovery.
Escúchalo en el minuto 40:34
ConversiónUna llamada de ventas es una transferencia de convicción donde ambas partes intentan convencer a la otra. Para proyectar certeza y autoridad, el vendedor debe cuidar su tonalidad evitando inflexiones ascendentes al final de las frases, ya que el tono vocal y la seguridad transmitida determinan el resultado más que la exactitud del argumento.
But what they don't realize is that 80% of the sale is how you say things and not what you say. A sales call is a transfer of energy. And it all comes down to the level of conviction there is a sale being made. Either the prospect is going to convince you or you are going to close them And it's really like a battle of wills. And if you don't have a deep level of conviction It's the tonality. If you are constantly upward inflecting that doesn't really breed a lot of certainty is we typically associate a deep voice with certainty, with authority, and with conviction.
Escúchalo en el minuto 8:45
ConversiónCuando la llamada se vuelve tensa durante la fase de cierre, adoptar una postura autoritaria acumula demasiada presión y ahuyenta al cliente; introducir humor ligero y relajar el tono despresuriza la conversación y permite persistir en la negociación.
When things get very, very tense that's when you wanna keep things light. Use humour, lighten up the call. You don't wanna be a full authoritative stance and that is you're building so much pressure in the call. You wanna start cracking jokes, do things that lighten up the mood on the sales call. gets them to kind of decompress in the sales cycle. the more it allows you to persist. Instead, if you can use humour and you can use your tonality to kind of lighten up the mood, you release pressure from the call and then you can persist deeper in the pocket
Escúchalo en el minuto 11:25
ConversiónUn error común al aumentar la efectividad en ventas es disminuir la actividad comercial (llamadas y seguimiento); mantener un alto volumen de actividad junto con una alta habilidad es lo que maximiza la facturación.
The other sin that I see so many people commit in sales is the moment that they start to see some success and their close rate is really, really high, they bring down their activity because they don't need to make as many calls to still make great money. You never want to be in a position where you're lowering your activity based on your skill level.
Escúchalo en el minuto 41:38
ConversiónCuando una oferta genera un retorno de inversión superior a su coste, el precio rara vez es el impedimento real de compra; la verdadera objeción silenciosa es la falta de certeza y la duda de que la solución realmente funcione para el prospecto.
Let's say that you're selling something that has an ROI. If you're selling something that the customer can ROI on, then price is never an objection. They're going to make more money than the thing that you're selling Which brings up the real objection is that they don't believe that it's actually going to work. Because if they believe with 100% certainty that what you're selling them was going to work, they would just buy. They would find the money. But it's because there is doubt.
Escúchalo en el minuto 26:25
Tasa de cierre de referencia en vendedores de alto rendimiento
ConversiónIncluso los cerradores de ventas más experimentados operan con una tasa de cierre de entre el 40% y el 50%, lo que significa recibir un 'no' con más frecuencia que un 'sí'.
and you're a crazy closer, you're going to be closing at 40, 50%, meaning that you are going to get told no way more than you're going to get told yes.
Escúchalo en el minuto 19:07
Seguir leyendo
Esta es una de las 1872 entrevistas despiezadas. Puedes
ver todas, leer las ideas por tema o
empezar por la ruta guiada si no sabes por dónde.