Jay Shetty & Shelby Sapp ON The Universally Applicable Simple Sales Framework

In this On Purpose episode, Jay Shetty sat down with Shelby Sapp, an entrepreneur, sales leader, and founder of She Sells Academy. Sapp believes that anyone can master the art of sales and that it's not merely a job description, but a fundamental life skill.

Did you know that in your daily life, you are constantly selling and negotiating, without even being aware of it?

In this On Purpose episode, Jay Shetty sat down with Shelby Sapp, an entrepreneur, sales leader, and founder of She Sells Academy. Sapp believes that anyone can master the art of sales and that it's not merely a job description, but a fundamental life skill. According to her, the way you sell directly impacts the quality of your relationships and personal success.

Everyone Sells

Shelby Sapp disagrees that sales is restricted to a specific professional role; she told Jay Shetty that it's a versatile skill set that impacts every facet of human interaction. Any job involves pitching, sharing, and communicating complex ideas, and Sapp believes that people who learn the art of sales will have the financial security to ensure they never go broke again.

According to Shelby Sapp, sales skills can improve friendships and romantic relationships by teaching you how to handle disagreements and build deeper trust. Yet many people make mistakes because school doesn't teach them how to communicate their values or ideas effectively. Learning as you go is also an essential skill that makes you a better seller and helps you adjust to obstacles.

Rolling Your Own Objections

Shelby Sapp shared with Jay Shetty that the most important sales job we have is the one within our minds; just as we turn objections into sales, we must convert our limiting beliefs into positive thoughts. Many people tend to believe their internal negative monologue without question, but this is something we must work on, Sapp explained.

Instead of accepting intrusive thoughts as truth, we must learn to treat them as objections that need to be rolled or challenged, Shelby Sapp told Jay Shetty. The first step is to acknowledge your fear, yet the real power lies in allowing yourself to challenge your belief. By using this easing and calming approach, Shelby Sapp argues that we can reframe our internal inputs to keep our mental output focused on growth and possibility.

You Must Solve Their Problem

To Sapp, the first essential sales skill is identifying a person's leverage. She told Jay Shetty that the same product can be sold in ten different ways, depending on what problem it solves for the target customer. For example, a fitness program can help one client lose weight, another one gain muscle, and a third one prevent future health issues.

Shelby Sapp explained to Jay Shetty that a salesperson's job is to uncover what specifically will motivate a person to make a decision that improves their daily life. Once you identify these leverage points, the product or service becomes the natural solution to a pre-existing problem.

The world operates on the problem and solution dynamic, and you can successfully navigate any negotiation once you learn how to build value around these pain points. Sapp explained that selling skills are equally applicable at home, work, or within your social circle.

How to Close a Sale

After you've identified your client's biggest pain point, you need to deliver value while keeping your communication style simple. Sapp told Jay Shetty that you must sell the sizzle, not the steak. People don't buy a product for what it is, but for what it does to them on a daily basis, because only by providing value to others can we unlock new relationships and professional opportunities.

Shelby Sapp introduced Jay Shetty to the KISS Method (Keep It Simple, Stupid). She added that many people refuse offers because they're unclear. So, she insists on giving your prospect total clarity over what will happen when they commit or hand over their credit card. Finally, you must ask for what you want, even if you may be a little annoying or persistent. Often, being delusional and stepping out of your comfort zone can put you into rooms you didn't think you deserved.

Passion and Endurance

In Shelby Sapp's opinion, ethical selling equals emotional leadership, in which the salesperson's duty is to help a qualified buyer solve a problem they already have. She explained to Jay Shetty that it's only manipulation if the salesperson doesn't believe they can truly help, yet still convinces the prospect to buy their product. To avoid such situations, Sapp recommends selling only what you believe in, whether it's a product or your own worth in a job interview. She added that 80% of the sale is the conviction in your voice and the passion that comes through when you speak.

In sales, as in life, rejection is an inevitable part of the process. Shelby Sapp taught Jay Shetty to view "no" as a necessary data point; it doesn't necessarily reflect the seller's capabilities, but it can also signal an unqualified buyer. Part of the sales process, especially cold-calling or door-knocking, involves sifting through the people who are not a fit to find those who are.

How to Grow in Your 20s

Shelby Sapp shared with Jay Shetty a list of actionable advice young people should follow to secure a great financial future:

Move out of your hometown to avoid the old perceptions friends and family have of you, and start over with a clean slate and internal change.
Invest in high-end environments, such as an expensive gym membership, where you can network with successful people in the sauna or elevator. Sapp stressed that "your network is your net worth."
Use credit cards like debit cards and invest 20 cents for every dollar into the market.
Learn a high-income skill, such as sales, copywriting, or AI, and become an irreplaceable asset in the marketplace.

Lastly, it's important to put in 100% and be the best version of yourself, because it can lead to unexpected connections or success.

The 60-Second Sales Masterclass

Shelby Sapp shared with Jay Shetty a 60-second masterclass to break down the sales process:

Establish frame and ease tension – get directly to the point and, if appropriate, offer a quick, genuine compliment. However, steer away from building fake rapport, because people can sense when you're being insincere.
Question-based selling – Gather data about the person's specific needs and pain points.
Present a tailored solution – Make the direct connection between their pain points and how your product or service would solve their problem.
The price pitch – Present it like a matter-of-fact, maintaining a confident tone that assumes that the transaction is a given.
Solidify the sale – Encourage the client to envision their success and see you as an accountability partner, not just a salesperson.

Selling Tactics

High-end brands use psychological tactics to influence consumer behavior. Shelby Sapp shared with Jay Shetty what she calls the "Louis Vuitton sales technique," where attractive sales representatives are trained to be slightly dismissive toward customers. She explained that customers feel they need to earn the rep's time and prove they belong in the store by making a purchase, which has all been engineered from the very beginning by simply instructing the clerks to act indifferent.

There are many manipulation techniques to increase sales, and they are based on basic human psychology. Once you understand how sales work, you'll become more aware of these tactics and less likely to fall for pushy or aggressive methods. According to Sapp, acting as a consultant rather than a salesperson is far more effective than resorting to manipulation or trying too hard to close a deal.

Sapp told Jay Shetty that aggressive salespeople are a turn-off, and buyers' brains often shut down when they perceive the product as low-value if it requires such a hard sell. However, respecting the game of sales is important for both the seller and the buyer, as it enables more mindful and intentional spending.

Mindset Shifts for Career Advancement

Shelby Sapp and Jay Shetty discussed the mindset differences between people at various income levels and how each can advocate for a higher salary. According to Sapp, the biggest difference between someone earning $50,000 and $500,000 per year is that the latter understands their potential is uncapped.

She explained to Jay Shetty that in sales, you "eat what you kill," and while there is no floor, there is also no ceiling. If you're looking to triple your income within a year, the strategy Sapp suggested is job-hopping to competitors who will pay for the data-backed value you have provided elsewhere.

Jay Shetty noted that, even as an employee, a high-income skill makes you an asset that employers never want to lose. When you ask for a raise, make sure to show a clear, mathematical plan of how you will generate more revenue for the company in exchange for the increase. It's also important to understand that a rejection now is not forever, and it can teach you where you need to improve your leverage. No matter your circumstances, Shelby Sapp and Jay Shetty agree that the best and most rewarding investment you should make is in yourself and your skills, because they are the only way to ensure a high return on investment for the rest of your life.

More From Jay Shetty

Listen to the entire On Purpose with Jay Shetty podcast episode “Sales Expert Shelby Sapp: The Simple Sales Framework You Can Use in Work, Money, and Relationships (Follow THIS Method to FINALLY Get The Life You Deserve)” now in the iTunes store or on Spotify. For more inspirational stories and messages like this, check out Jay’s website at jayshetty.me.