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This is all my best presentations and videos on sales.

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You could call it my ultimate guide, enjoy.

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It's selling with logic to make lots of money.

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And I think there are different selling styles.

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When I, because I've trained a lot of sales teams,

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we built a lot of sales teams, sold a lot of different industries now,

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people sell differently.

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Who here would consider themselves like an emotional seller?

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Like you get, like, emotionally invested in the prospect,

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you get them to cry,

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anyone like that?

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You know what I'm saying?

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Cool.

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Who here is somebody who is more of a, like,

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I'm not going to let you leave.

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You know who you are.

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Just raise your hand.

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I am that way too sometimes.

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Alright, just me, fair enough.

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And then the third is kind of logical selling,

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which is, like, let's just talk through this.

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And if it makes sense, let's do it.

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And if it doesn't, no worries.

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Between those three types,

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I tend to actually be more of a logical seller in general.

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And I've gotten a lot of a claim rightfully or not.

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That was wild.

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Sorry.

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I actually have a fear of birds.

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So this was about to be a very short presentation.

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And so a lot of my, like, success using logic and sales has given me a lot of claim.

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And this is the first presentation that I've put together.

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So this is just for you guys.

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This is a brand new presentation because I've been thinking about, like,

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reverse engineering, what are the things,

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what are the frameworks we think about to get to yes, right?

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And the yes that I want from somebody is not a yes I'm going to buy,

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but yes I'm going to decide.

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And I think if you can delineate that for yourself too,

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it takes a little bit of the pressure off selling.

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Because my goal is to give this person power.

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And you have to understand what power is in order to give it, right?

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Who here knows the definition of power?

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Go for it.

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I love that.

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I thought to existence is what he said.

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Which is actually a really favorite way.

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So the dictionary definition is the ability to influence or direct events or people.

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That's the dictionary definition.

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But I love how you said it because as I see omnipotence, so God or a God figure,

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would be as they think it appears.

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So the distance between thoughts and reality are there is no distance, right?

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That would be an omnipotent being.

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If you think the world, the world exists, right?

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And so as we take steps towards that as the idea, we become more powerful.

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And if we can do that for our prospects,

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we can allow them to step into the person they want to be

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and make a decision to own their shit one way or another.

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Does that make sense?

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Cool.

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All right, so let's rock.

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So this will either be the best presentation on sales you've ever heard.

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The worst presentation on sales you've ever heard.

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Or somewhere in between.

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That is a promise.

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All right.

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And so I thought it would make sense to start with this.

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We have a high, this is Charlie Munger, who's probably like my number one hero

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in this season of my life.

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We have a high more responsibility to be rational.

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And I think that getting someone to rationally decide is important

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because emotional buyers oftentimes get excited, the buy,

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and then who's had somebody who calls them two days later?

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It's like, I don't know why.

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Anybody? Raise your hand.

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Just so you know you're not alone.

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Okay.

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And what happens is it's just like dating.

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I think Layla talked about it yesterday.

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If you have a rational foundation for a relationship or a decision,

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when the emotions fade, the logic will continue.

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And so it's good to answer both sides of the decision making process.

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The short-term side is the emotion that gets you to decrease your action threshold

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and take a step.

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Right.

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But the logic is what makes it stick and actually makes you great customer.

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All right.

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And so for me, and I think that the further along you get in business

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and the higher up you get in business, the more you'll see people

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who tend to make more logical decisions, more logic first decisions,

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and fewer and fewer emotional decisions.

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All right.

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So what does being a rational, sorry,

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what does rational logical have to do with selling?

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Well, you have logical buyers and you have emotional buyers in general.

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Right.

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Most people sit on this continuum.

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One way or the other.

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And emotionally, people want to believe you.

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People want to buy.

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You must help their logical brains justify to the decision that they already want to make.

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Think about it that way.

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They want to buy from you.

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You have to help them.

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All right.

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So who here identifies, actually, I'll skip through this.

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Emotional, logical, you're probably in between.

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Anybody in between these two?

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Anyone?

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All right.

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Then you'll love this.

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So before we get started, I thought I would give you a few beliefs about selling.

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A few beliefs about selling that have served me very well throughout the years.

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Number one, people want to believe you.

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They want to buy.

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You must help their logical brains justify the decision.

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Two, selling happens before you ask for the sale.

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Closing happens after.

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So you're selling for a lot longer period of time.

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But the moment you kind of like take your pants off and you're like,

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this is what it is, that's when you're closing, right?

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You have now solicited it.

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Now you close.

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Three, it's easier to handle obstacles than objections.

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I'll get to what the difference between those are in a second.

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That being said, expects and plan for no.

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It is not failure.

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It is expected.

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It's a stop being surprised.

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It's one of the first things we talk new sales guys into is expect no.

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That's not like, that's a part of this.

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If they already were going to say yes, then you are not necessary.

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No is the job, right?

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If they could make the decision on their own, they would just send you the money, right?

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The reason they're struggling is because they can't and they need your help.

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Which is why sales is actually the first step in coaching.

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And I see sales as power.

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If you can have the ability to direct or influence others, that is power.

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And I feel like it should be made much cooler than I feel like it is.

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Five, if you didn't get a gasp from a price tag, you didn't go high enough.

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This is another belief.

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So for those you were afraid to raise your price.

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If you're not getting gasp, you're not going high enough.

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Straight up.

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And when you do it that way, you can always walk down and have a beautiful price anchor.

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Right? When you say $100,000 first, a brand feels like a rounding error.

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It's true.

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But when I say $10 first, like I'm saying right now, $10.

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And I say $1,000.

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Sounds way fucking bigger, doesn't it?

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So you've got to get the gasp.

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And you've got to train your guys, if you have a team, they have to be comfortable with no.

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And they have to be comfortable with the gasp.

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They've got to go for the gasp.

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Like, dude, you should have heard the gasp on this one, right?

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There we go. Seven.

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Selling properly is the first step becoming a coach, right?

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Your first impressions and the expeditions you've said dictate the relationship.

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So you sell.

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The fact that you use logic in the sale will set you up for success and your client for success in the long run.

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Eight, selling is helping prospects make decisions out themselves.

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Like, you are helping them help themselves.

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That's where the power comes from.

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You are not helping them.

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You're helping them help them.

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See the difference?

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It's nuanced, but it's real.

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Nine, keep the prospect not the sale as the priority.

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It's not about us.

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The more you can vanish in the sale and magnify them, the better your selling conversations will go.

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Because it's not about us.

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They don't care about you.

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They only care about them.

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And they will talk about themselves as long as we'll let them.

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This is a really important one, especially when you start getting into closing.

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Seek to understand, not to argue.

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And the way that I train our sales teams around this is childlike curiosity.

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So when someone says, when someone objects to something, it's like, huh, that's so weird.

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I wouldn't have thought that.

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Tell me more about that.

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Right?

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And you get to be able to maintain that childlike curiosity the same way they train fighters to not breathe too much during a fight.

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Through exposure.

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The more times you get into these uncomfortable, high stakes, closing scenarios, the less weird and high stakes they become

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because they become what you do every day.

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And the good thing is you get to have this conversation hundreds and thousands of times.

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And they only get to have it once.

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So you fucking better be better at it than them.

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Closing is a dance, not a fight.

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It's seduction, not rape.

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I mean, I'm being super serious about this.

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The goal is not to beat them into submission.

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The goal is to soften your back foot.

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It's like, I'm good.

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I want to help you help you.

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And if that means not doing this, then I fucking love it.

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I'm with you.

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I'm on your team.

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And I'll give you a bullet on around that in a second.

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Selling is a transference of belief over a bridge of trust.

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Therefore, there are two things that are required.

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You must believe so that you can transfer it.

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And you must have trust to make the transfer.

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Because if you truly believe it, and a lot of times, you,

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anyone been on a hot streak when they're selling?

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Anyone?

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Anyone who just had their hand up, ever been on a cold streak?

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Most times, you go from hot to cold,

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not because you forgot how to sell,

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because you stopped believing in why you're selling.

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You have the same skills as you did the day before.

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But sometimes you get a text, you get an email,

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you get a pain in the ass customer, you ask for a refund,

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whatever the hell it is, right?

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And then you question yourself.

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And so that bridge might have been created,

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but there was nothing to walk across it.

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Because your cup wasn't full.

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And so that's why I especially, it's you in the beginning,

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but your team's over time, the process of filling conviction

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is one of the easiest and best ways to increase someone's closing percentage.

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Better than any of the training in the world.

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If you get someone to believe they will sell the right way

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because they're doing it not to make the deal

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because they want to help the other person.

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16, you can only build trust if you generally want to help.

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And humans are exceptionally good at sniffing out intention.

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It is a survival mechanism.

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You have to know if someone's trying to double cross you.

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We're very good at smelling it out.

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And the reason a lot of you guys can't close

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is because you only care about closing.

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Belief and trust are a continuum, not binaries.

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So it's not you believe or don't believe.

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It's not they trust you or don't trust you.

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But how much do they trust you?

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How much do you believe?

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How deeply do you believe?

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Because if anyone ever been around, somebody who just believes

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balls to bone something that you think is batshit crazy?

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I mean, all the way.

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So much so that you start to question what you believe.

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That's what real conviction does.

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18, closer to ask hard questions and it's because you genuinely care.

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That's why you do it.

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That's why we're here.

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Who here wants to impact thousands of lives and help people?

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Then you got to fucking ask hard questions.

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Because it's the only thing that's going to actually pierce someone's heart

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and actually get the transformation to happen.

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If you cannot have transformational conversations,

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you cannot coach.

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And this is the first step.

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The person who cares the most about the prospect wins the say.

255
00:11:00.600 --> 00:11:02.600
That includes them.

256
00:11:02.600 --> 00:11:06.600
So if you care more about their well-being than they do, you will win.

257
00:11:06.600 --> 00:11:10.600
And if you are more convicted, they will question their own excuses

258
00:11:10.600 --> 00:11:13.600
because you are so certain.

259
00:11:13.600 --> 00:11:14.600
A little bit.

260
00:11:14.600 --> 00:11:15.600
A little nugget for you.

261
00:11:15.600 --> 00:11:16.600
Record all your sales.

262
00:11:16.600 --> 00:11:19.600
By the way, because when you do get on that hot streak, right?

263
00:11:19.600 --> 00:11:22.600
You get on that hot streak and then you get cold again.

264
00:11:22.600 --> 00:11:24.600
Watch your hot streak.

265
00:11:24.600 --> 00:11:26.600
See where you pause, what jokes you made.

266
00:11:26.600 --> 00:11:29.600
When you asked for the sale, when you didn't, how you overcame it.

267
00:11:29.600 --> 00:11:33.600
And it'll get you back in the flow much faster than trying to question yourself.

268
00:11:33.600 --> 00:11:34.600
What do I do?

269
00:11:34.600 --> 00:11:35.600
What do I do?

270
00:11:35.600 --> 00:11:36.600
Always report all your sales.

271
00:11:36.600 --> 00:11:38.600
It's also the easiest way to train new people.

272
00:11:38.600 --> 00:11:40.600
And then lastly, 21.

273
00:11:40.600 --> 00:11:44.600
Power is the ability to direct or influence people.

274
00:11:44.600 --> 00:11:48.600
If you want to be powerful, you must understand this skill.

275
00:11:48.600 --> 00:11:50.600
And that's what we're going to talk about.

276
00:11:50.600 --> 00:11:51.600
Cool.

277
00:11:51.600 --> 00:11:52.600
Awesome.

278
00:11:52.600 --> 00:11:53.600
When does selling happen?

279
00:11:53.600 --> 00:11:55.600
Does it happen when there are lead?

280
00:11:55.600 --> 00:11:57.600
Does it happen when we're qualifying them?

281
00:11:57.600 --> 00:11:59.600
Does it happen when we solicit the sale?

282
00:11:59.600 --> 00:12:01.600
Does it happen when we close the sale?

283
00:12:01.600 --> 00:12:03.600
When does the selling happen?

284
00:12:03.600 --> 00:12:05.600
All the time.

285
00:12:05.600 --> 00:12:07.600
The entire time selling is happening.

286
00:12:07.600 --> 00:12:09.600
But what are we going to talk about today?

287
00:12:09.600 --> 00:12:11.600
Just this.

288
00:12:11.600 --> 00:12:12.600
Just closing.

289
00:12:12.600 --> 00:12:16.600
Everything you have to do after asking someone to buy.

290
00:12:16.600 --> 00:12:19.600
Why are we doing that rather than the entire process?

291
00:12:19.600 --> 00:12:23.600
Beyond the fact that we'd be here all day, the other reason, and I love this,

292
00:12:23.600 --> 00:12:27.600
is that closing has one of the highest predictors of success in business.

293
00:12:27.600 --> 00:12:29.600
And here's an analogy for it.

294
00:12:29.600 --> 00:12:31.600
Everyone familiar with the NFL?

295
00:12:31.600 --> 00:12:32.600
Great.

296
00:12:32.600 --> 00:12:35.600
So here's an insane statistic.

297
00:12:35.600 --> 00:12:40.600
The top five red zone offenses in the league now, last five years,

298
00:12:40.600 --> 00:12:43.600
made the playoffs 90% of the time.

299
00:12:44.600 --> 00:12:46.600
Here's why this is interesting and crazy.

300
00:12:46.600 --> 00:12:48.600
There's a million other stats.

301
00:12:48.600 --> 00:12:50.600
They could have horrible defenses.

302
00:12:50.600 --> 00:12:52.600
They could have terrible coaching.

303
00:12:52.600 --> 00:12:54.600
They could have a terrible, whatever it is, right?

304
00:12:54.600 --> 00:12:56.600
They could have all these things that are wrong with their,

305
00:12:56.600 --> 00:12:58.600
they could have terrible station teams, whatever.

306
00:12:58.600 --> 00:13:00.600
But just this one set.

307
00:13:00.600 --> 00:13:04.600
If they're in the red zone, they fucking close.

308
00:13:04.600 --> 00:13:08.600
And I can tell you, if you have this ability, if you have the skill,

309
00:13:08.600 --> 00:13:12.600
it will make up for a tremendous amount of deficiencies in other areas of your life and business.

310
00:13:12.600 --> 00:13:15.600
And it will buy you time to learn those.

311
00:13:15.600 --> 00:13:19.600
But if you can't close, it's very difficult to grow in business,

312
00:13:19.600 --> 00:13:21.600
especially in the beginning, because it's probably you.

313
00:13:21.600 --> 00:13:23.600
That's why we're talking about closing.

314
00:13:23.600 --> 00:13:26.600
Why is this important from a money getting perspective?

315
00:13:26.600 --> 00:13:29.600
Well, first off, if you have 100 people walking the door,

316
00:13:29.600 --> 00:13:31.600
10% are never going to buy.

317
00:13:31.600 --> 00:13:33.600
Just accept that, right?

318
00:13:33.600 --> 00:13:35.600
Problems you don't know which 10% it is.

319
00:13:35.600 --> 00:13:37.600
But 10% are never going to buy.

320
00:13:37.600 --> 00:13:39.600
10% are always going to buy.

321
00:13:39.600 --> 00:13:41.600
You just got to not fuck it up.

322
00:13:41.600 --> 00:13:44.600
And most of you guys, these are the only sales you're getting.

323
00:13:44.600 --> 00:13:46.600
They're like, well, I already, I'm already here.

324
00:13:46.600 --> 00:13:47.600
My friend told me about you.

325
00:13:47.600 --> 00:13:49.600
I have my credit card out.

326
00:13:49.600 --> 00:13:51.600
And some of you are like, well, you know, let's make sure you're like,

327
00:13:51.600 --> 00:13:52.600
just shut the fuck, just take the card.

328
00:13:52.600 --> 00:13:53.600
You know what I mean?

329
00:13:53.600 --> 00:13:54.600
Like, shut up.

330
00:13:54.600 --> 00:13:55.600
Right?

331
00:13:55.600 --> 00:13:57.600
That's like, hey, my friend's so awesome.

332
00:13:57.600 --> 00:13:58.600
You got to meet him.

333
00:13:58.600 --> 00:13:59.600
And she's like, oh my god, he's great.

334
00:13:59.600 --> 00:14:00.600
And then the guy starts talking.

335
00:14:00.600 --> 00:14:01.600
And she's like, oh, I'm just kidding.

336
00:14:01.600 --> 00:14:04.600
You know, like terrible.

337
00:14:04.600 --> 00:14:05.600
Right?

338
00:14:05.600 --> 00:14:07.600
But this is what we fight for.

339
00:14:07.600 --> 00:14:08.600
This is what we train.

340
00:14:08.600 --> 00:14:10.600
And if you want to make a big impact,

341
00:14:10.600 --> 00:14:12.600
that's what we're fighting for.

342
00:14:12.600 --> 00:14:13.600
It's the middle 80.

343
00:14:13.600 --> 00:14:15.600
Why does presentation will make you money?

344
00:14:15.600 --> 00:14:18.600
If after this presentation, you just have one more bullet,

345
00:14:18.600 --> 00:14:20.600
one more playing your arsenal to close,

346
00:14:20.600 --> 00:14:22.600
or I get you one more deal a month,

347
00:14:22.600 --> 00:14:24.600
I'll feel like my job was done.

348
00:14:24.600 --> 00:14:25.600
All right?

349
00:14:25.600 --> 00:14:27.600
And hopefully, if you just do that,

350
00:14:27.600 --> 00:14:28.600
it'll pay for your entire weekend.

351
00:14:28.600 --> 00:14:29.600
All right?

352
00:14:29.600 --> 00:14:30.600
That's my goal for the presentation.

353
00:14:30.600 --> 00:14:32.600
That everything that you guys have done for this whole weekend is paid for.

354
00:14:32.600 --> 00:14:33.600
Is that cool, fair outcome?

355
00:14:33.600 --> 00:14:34.600
All right.

356
00:14:34.600 --> 00:14:37.600
This is one of my favorite sayings.

357
00:14:38.600 --> 00:14:41.600
You're only one decision away from changing your life forever.

358
00:14:41.600 --> 00:14:43.600
And whenever I feel overwhelmed,

359
00:14:43.600 --> 00:14:45.600
or I feel like I'm decreasing, like I feel powerless,

360
00:14:45.600 --> 00:14:47.600
or I feel like I have less power than I want to have,

361
00:14:47.600 --> 00:14:49.600
I always say this to myself because it's like,

362
00:14:49.600 --> 00:14:52.600
I can take one decision and change fucking everything.

363
00:14:52.600 --> 00:14:53.600
You know what I mean?

364
00:14:53.600 --> 00:14:55.600
Like I can drink a bottle of Jack,

365
00:14:55.600 --> 00:14:58.600
get in the car, I can change everything with one decision.

366
00:14:58.600 --> 00:14:59.600
Right?

367
00:14:59.600 --> 00:15:01.600
I can make a step to invest in something.

368
00:15:01.600 --> 00:15:02.600
I can buy something.

369
00:15:02.600 --> 00:15:03.600
I can invest in myself.

370
00:15:03.600 --> 00:15:05.600
I can have a terrible conversation with Leila.

371
00:15:05.600 --> 00:15:07.600
I can have an amazing conversation with Leila.

372
00:15:07.600 --> 00:15:08.600
But just one decision.

373
00:15:08.600 --> 00:15:10.600
And that's always giving me power.

374
00:15:10.600 --> 00:15:13.600
But the thing is, is that instead of changing our lives,

375
00:15:13.600 --> 00:15:15.600
we blame, when I say blame,

376
00:15:15.600 --> 00:15:16.600
I want you to think,

377
00:15:16.600 --> 00:15:17.600
give power to,

378
00:15:17.600 --> 00:15:19.600
sources outside of our control.

379
00:15:19.600 --> 00:15:21.600
And this is what you,

380
00:15:21.600 --> 00:15:24.600
and this is what your prospects and your customers are doing.

381
00:15:24.600 --> 00:15:27.600
And this is why so many people are weak and powerless.

382
00:15:27.600 --> 00:15:29.600
And so we're going to do a fun activity today,

383
00:15:29.600 --> 00:15:31.600
because I want you to be involved so you can learn it.

384
00:15:31.600 --> 00:15:32.600
And we're going to do this so that one,

385
00:15:32.600 --> 00:15:34.600
you can help decisions to help yourself with whatever decisions you're facing.

386
00:15:34.600 --> 00:15:37.600
Two, you can use these frameworks to help prospects help themselves.

387
00:15:37.600 --> 00:15:40.600
And the three become more powerful.

388
00:15:40.600 --> 00:15:42.600
So, but rather than keep this hypothetical,

389
00:15:42.600 --> 00:15:44.600
I need you to visualize the decision that you need to make.

390
00:15:44.600 --> 00:15:45.600
All right?

391
00:15:45.600 --> 00:15:46.600
You need that for me?

392
00:15:46.600 --> 00:15:47.600
Fantastic.

393
00:15:47.600 --> 00:15:48.600
And this is why.

394
00:15:48.600 --> 00:15:52.600
I want you to actually think through a decision together,

395
00:15:52.600 --> 00:15:54.600
because this is a statement from Confucius.

396
00:15:54.600 --> 00:15:55.600
I here and I forget.

397
00:15:55.600 --> 00:15:57.600
I see and I remember.

398
00:15:57.600 --> 00:15:59.600
I do and I understand.

399
00:15:59.600 --> 00:16:02.600
So my goal here isn't for you to take screenshots of every picture,

400
00:16:03.600 --> 00:16:04.600
or every slide.

401
00:16:04.600 --> 00:16:05.600
That's not my point here, because the thing is,

402
00:16:05.600 --> 00:16:07.600
is when you do that, and you kind of,

403
00:16:07.600 --> 00:16:08.600
I mean, this is why I do it,

404
00:16:08.600 --> 00:16:11.600
I take pictures so that I don't have to remember it.

405
00:16:11.600 --> 00:16:12.600
But I don't want you to remember it.

406
00:16:12.600 --> 00:16:13.600
I want you to understand it.

407
00:16:13.600 --> 00:16:16.600
If you understand it, you won't have to go back to your notes,

408
00:16:16.600 --> 00:16:17.600
because let's be real.

409
00:16:17.600 --> 00:16:19.600
Half the time not even open these notes up again.

410
00:16:19.600 --> 00:16:20.600
You're here now with me.

411
00:16:20.600 --> 00:16:21.600
Try and understand.

412
00:16:21.600 --> 00:16:23.600
If you do that, it can change your life.

413
00:16:23.600 --> 00:16:26.600
Because what we're going to do is not going to be some scripts that you have to understand,

414
00:16:26.600 --> 00:16:29.600
but the logic behind the arguments that people will give you

415
00:16:30.600 --> 00:16:32.600
as to why they are not choosing to become more powerful.

416
00:16:32.600 --> 00:16:35.600
And if you can unlock that, people will feel more powerful talking to you.

417
00:16:35.600 --> 00:16:38.600
And they will want to buy for me because of the feeling they have.

418
00:16:38.600 --> 00:16:40.600
Does that make sense?

419
00:16:40.600 --> 00:16:42.600
And so that's when you're using logic to create an emotion.

420
00:16:42.600 --> 00:16:44.600
So here's an easy one for you.

421
00:16:44.600 --> 00:16:47.600
Anyone here presented with the decision last 24 hours?

422
00:16:47.600 --> 00:16:48.600
Yes.

423
00:16:48.600 --> 00:16:49.600
Great.

424
00:16:49.600 --> 00:16:50.600
Fantastic.

425
00:16:50.600 --> 00:16:52.600
So who thinks the decision could change your life for the better?

426
00:16:52.600 --> 00:16:53.600
Great.

427
00:16:53.600 --> 00:16:54.600
For the worse.

428
00:16:54.600 --> 00:16:55.600
Knows?

429
00:16:55.600 --> 00:16:56.600
All right.

430
00:16:56.600 --> 00:16:57.600
Let's go.

431
00:16:57.600 --> 00:17:00.600
I want to show you as though you were prospect how to think through a decision

432
00:17:00.600 --> 00:17:02.600
and help others using these frameworks, right?

433
00:17:02.600 --> 00:17:03.600
What you want?

434
00:17:03.600 --> 00:17:04.600
What you don't want.

435
00:17:04.600 --> 00:17:05.600
Maximize the left.

436
00:17:05.600 --> 00:17:06.600
Minimize the right.

437
00:17:06.600 --> 00:17:08.600
So here's what this is translated to.

438
00:17:08.600 --> 00:17:10.600
If you decided by the offer, you feel more certain about your decision.

439
00:17:10.600 --> 00:17:13.600
If you decided not to buy the offer, if you're fucking certain about the decision.

440
00:17:13.600 --> 00:17:17.600
And if you're undecided, you make a fucking decision.

441
00:17:17.600 --> 00:17:18.600
All right.

442
00:17:18.600 --> 00:17:22.600
And you feel good that it's the one that has the highest likelihood of getting you close to where you want to go.

443
00:17:22.600 --> 00:17:25.600
And this is what we have to walk through with our prospects.

444
00:17:26.600 --> 00:17:30.600
When you're looking at them, you have to be like, I don't want you to buy.

445
00:17:30.600 --> 00:17:32.600
I want you to decide for you.

446
00:17:32.600 --> 00:17:33.600
Not for me.

447
00:17:33.600 --> 00:17:34.600
I'll be the same the way.

448
00:17:34.600 --> 00:17:36.600
You're like, I'm going to be ripped in a shape.

449
00:17:36.600 --> 00:17:37.600
It's not going to change me.

450
00:17:37.600 --> 00:17:39.600
That's not going to change.

451
00:17:39.600 --> 00:17:41.600
But it will change for you.

452
00:17:41.600 --> 00:17:44.600
So quick note on sales ethics and then we'll dive in.

453
00:17:44.600 --> 00:17:46.600
Helping someone make a decision to help themselves does not mean buying for me.

454
00:17:46.600 --> 00:17:47.600
That's a reiteration.

455
00:17:47.600 --> 00:17:49.600
You have to keep their goals at the center of the decision.

456
00:17:49.600 --> 00:17:51.600
And you should be happy.

457
00:17:51.600 --> 00:17:52.600
I mean this.

458
00:17:52.600 --> 00:17:59.600
Because if you can't shift this truly, if you can be happy when someone decides to own the power and not work with you,

459
00:17:59.600 --> 00:18:02.600
then the pressure around sales disappears.

460
00:18:02.600 --> 00:18:03.600
It evaporates.

461
00:18:03.600 --> 00:18:04.600
There's no stake.

462
00:18:04.600 --> 00:18:06.600
The stake is, did I help them?

463
00:18:06.600 --> 00:18:07.600
Does that make sense?

464
00:18:07.600 --> 00:18:09.600
And that means that you can win every sale.

465
00:18:09.600 --> 00:18:11.600
Because you change the metric you're measuring yourself by.

466
00:18:11.600 --> 00:18:13.600
That's the superpower.

467
00:18:13.600 --> 00:18:18.600
And that's where you do make the most sales because you don't care about the sale because you care about the person.

468
00:18:18.600 --> 00:18:21.600
And the people pay the people who pay the most attention.

469
00:18:21.600 --> 00:18:22.600
So I call it paying attention.

470
00:18:22.600 --> 00:18:23.600
They pay for it.

471
00:18:23.600 --> 00:18:26.600
They pay for you to pay attention rather than talking about yourself.

472
00:18:26.600 --> 00:18:27.600
Right?

473
00:18:27.600 --> 00:18:28.600
Because they don't care about you.

474
00:18:28.600 --> 00:18:30.600
Because they're thinking about a hundred other things.

475
00:18:30.600 --> 00:18:31.600
And this is why.

476
00:18:31.600 --> 00:18:36.600
Most importantly, make high stakes decisions to help your prospects in order to best serve them.

477
00:18:36.600 --> 00:18:37.600
Okay.

478
00:18:37.600 --> 00:18:41.600
So I told you earlier I was going to talk about the difference between obstacles and objections.

479
00:18:41.600 --> 00:18:43.600
A couple of you guys raised your hands.

480
00:18:43.600 --> 00:18:46.600
But the difference is, I'm not going to ask, I'll tell you what it is.

481
00:18:46.600 --> 00:18:51.600
Obstacle is a thing that blocks one's way or prevents or hinders progress.

482
00:18:51.600 --> 00:18:56.600
When you disagree with them, that is an obstacle.

483
00:18:56.600 --> 00:18:59.600
This happens before you solicit the sale.

484
00:18:59.600 --> 00:19:00.600
Someone says some bullshit.

485
00:19:00.600 --> 00:19:03.600
Before we even get to the sale, that's an obstacle.

486
00:19:03.600 --> 00:19:05.600
A simple example I hear all the time.

487
00:19:05.600 --> 00:19:06.600
Hey, why'd you hop on the call today?

488
00:19:06.600 --> 00:19:07.600
Hey, why'd you walk in the gym today?

489
00:19:07.600 --> 00:19:09.600
Whatever it is, right?

490
00:19:09.600 --> 00:19:10.600
Them.

491
00:19:10.600 --> 00:19:12.600
I just wanted to find out a little bit more about the program.

492
00:19:12.600 --> 00:19:13.600
First ten seconds.

493
00:19:13.600 --> 00:19:14.600
Obstacle.

494
00:19:14.600 --> 00:19:16.600
You're not here to find out more about the program.

495
00:19:16.600 --> 00:19:17.600
You're because you're fat.

496
00:19:17.600 --> 00:19:19.600
But they got to say it.

497
00:19:19.600 --> 00:19:22.600
So you're like, oh, so you're finding out, like, do you do this all the time?

498
00:19:22.600 --> 00:19:25.600
Do you go to lots of different programs to find out information?

499
00:19:25.600 --> 00:19:26.600
Or is there a problem you're trying to solve?

500
00:19:26.600 --> 00:19:29.600
They're like, oh, well, you know, I'm trying to lose weight.

501
00:19:29.600 --> 00:19:33.600
Like, oh, God, so you're not just hopping on 100 calls a day because that would be a very weird existence, right?

502
00:19:33.600 --> 00:19:34.600
You just hop on for information all day.

503
00:19:34.600 --> 00:19:35.600
Ha, ha, ha, ha.

504
00:19:35.600 --> 00:19:36.600
Right.

505
00:19:36.600 --> 00:19:37.600
Fantastic.

506
00:19:37.600 --> 00:19:40.600
I've had this conversation before.

507
00:19:40.600 --> 00:19:41.600
Right.

508
00:19:41.600 --> 00:19:43.600
So it's an obstacle, right?

509
00:19:43.600 --> 00:19:48.600
And the thing is, it's easy confront and destroy obstacles before you ask for the sale.

510
00:19:48.600 --> 00:19:52.600
Once you've asked for the sale, you switch to objections.

511
00:19:52.600 --> 00:19:55.600
Objections is when they disagree with you.

512
00:19:55.600 --> 00:19:59.600
So it's much easier to be on the other side, disagreeing and helping them break their beliefs

513
00:19:59.600 --> 00:20:01.600
before the stake has been presented.

514
00:20:01.600 --> 00:20:05.600
After, after the, after you're in the red zone, it's all closing.

515
00:20:05.600 --> 00:20:07.600
It's all objection overcomes, right?

516
00:20:07.600 --> 00:20:09.600
Example that's like, I don't want to buy right now.

517
00:20:09.600 --> 00:20:11.600
And you're like, totally understand.

518
00:20:11.600 --> 00:20:13.600
What are the main criteria you're thinking through?

519
00:20:13.600 --> 00:20:15.600
Which is always funny because people are like, I need to think about it.

520
00:20:15.600 --> 00:20:17.600
I've never had someone like leave because they need to think about it.

521
00:20:17.600 --> 00:20:18.600
I'm like, cool.

522
00:20:18.600 --> 00:20:20.600
What do you think about it?

523
00:20:20.600 --> 00:20:22.600
And they're like, oh, I'm still here.

524
00:20:22.600 --> 00:20:24.600
Ha, ha, ha, ha.

525
00:20:24.600 --> 00:20:28.600
So learning how to talk through these high stakes decisions with yourself or others is the purpose of presentation

526
00:20:28.600 --> 00:20:30.600
and as a result, you'll become more powerful.

527
00:20:30.600 --> 00:20:31.600
Okay.

528
00:20:31.600 --> 00:20:34.600
So before I dive into these arguments, I have to make this one statement.

529
00:20:34.600 --> 00:20:39.600
That the person must really want the goal and believe three things.

530
00:20:39.600 --> 00:20:41.600
One, which we'll get to it.

531
00:20:41.600 --> 00:20:42.600
There we go.

532
00:20:42.600 --> 00:20:46.600
The product will get them the goal, comma, the way they want to get there.

533
00:20:46.600 --> 00:20:53.600
And I learned that second half, the hard way, because we found out in gym launch that people would say no sometimes to buying

534
00:20:53.600 --> 00:20:56.600
memberships, right, or buying challenges or whatever.

535
00:20:56.600 --> 00:21:00.600
But when we offered them the ability to come back the next day, help them for free,

536
00:21:00.600 --> 00:21:05.600
we'd sell 400 dollars of supplements and they just said no to a hundred dollar down service thing.

537
00:21:05.600 --> 00:21:07.600
I'm like, what the fuck?

538
00:21:07.600 --> 00:21:10.600
It's because they want to lose weight.

539
00:21:10.600 --> 00:21:12.600
They want to lose weight their way.

540
00:21:12.600 --> 00:21:17.600
And so that's when I started learning like, oh, not only do we have to make sure that they want the goal

541
00:21:17.600 --> 00:21:21.600
and they believe that the product's going to get them there, they have to get them there the way they want to get there.

542
00:21:21.600 --> 00:21:24.600
This gives you ammo for the questions that you're going to ask.

543
00:21:24.600 --> 00:21:25.600
This makes sense?

544
00:21:26.600 --> 00:21:27.600
Okay.

545
00:21:27.600 --> 00:21:31.600
The second thing is that you and others will support them.

546
00:21:31.600 --> 00:21:32.600
Like, are you telling me the truth?

547
00:21:32.600 --> 00:21:33.600
Is this really what's going to happen?

548
00:21:33.600 --> 00:21:36.600
Will other people around me support this decision?

549
00:21:36.600 --> 00:21:40.600
And the third is that it will work for them and not just everyone else.

550
00:21:40.600 --> 00:21:41.600
Sure.

551
00:21:41.600 --> 00:21:46.600
I've seen the people who step on the stage, but they're different than me.

552
00:21:46.600 --> 00:21:47.600
I'm a snowflake.

553
00:21:47.600 --> 00:21:51.600
I have metabolic thyroid ketoosis, right?

554
00:21:51.600 --> 00:21:52.600
Whatever.

555
00:21:52.600 --> 00:21:54.600
I have zero influence all, allager, whatever.

556
00:21:54.600 --> 00:21:55.600
You know what I mean?

557
00:21:55.600 --> 00:21:58.600
Like, I have no following isitis, right?

558
00:21:58.600 --> 00:21:59.600
Whatever it is, right?

559
00:21:59.600 --> 00:22:01.600
Whatever bullshit you tell yourself.

560
00:22:01.600 --> 00:22:06.600
And what you have to do in this situation is you have to provide proof so that it'd be more unreasonable not to believe than to believe.

561
00:22:06.600 --> 00:22:08.600
And this is a logical close.

562
00:22:08.600 --> 00:22:10.600
This is not an emotional close.

563
00:22:10.600 --> 00:22:17.600
This is when you look at someone and say, how many people would you need to see for it to be more unreasonable for you not to believe than to believe?

564
00:22:17.600 --> 00:22:18.600
At what point?

565
00:22:18.600 --> 00:22:19.600
Is it 10?

566
00:22:19.600 --> 00:22:21.600
Is it 50?

567
00:22:21.600 --> 00:22:23.600
Here's a thousand.

568
00:22:23.600 --> 00:22:24.600
Tell me when to stop.

569
00:22:24.600 --> 00:22:25.600
Okay, okay, okay.

570
00:22:25.600 --> 00:22:26.600
Great.

571
00:22:26.600 --> 00:22:28.600
So that's not the real reason.

572
00:22:28.600 --> 00:22:29.600
And then you can confront the real shit.

573
00:22:29.600 --> 00:22:30.600
All right.

574
00:22:30.600 --> 00:22:39.600
So otherwise, if they're not sure of those things, if they don't actually want to lose weight, if you don't actually want to make money doing online fitness, then it doesn't matter what Jason says.

575
00:22:39.600 --> 00:22:43.600
You don't want to make money doing online fitness and then you're not going to buy, right?

576
00:22:43.600 --> 00:22:47.600
If you do want to make money doing online fitness, then you go down the train tracks.

577
00:22:47.600 --> 00:22:48.600
It makes sense?

578
00:22:48.600 --> 00:22:49.600
Okay.

579
00:22:49.600 --> 00:22:50.600
Again, this is why you expect no.

580
00:22:50.600 --> 00:22:53.600
At first, because if people could make the decision, they would have already made it.

581
00:22:53.600 --> 00:22:54.600
All right.

582
00:22:54.600 --> 00:22:55.600
Now to the main course.

583
00:22:55.600 --> 00:22:58.600
Richard Feynman, besides Charlie, one of my favorite thinkers of all time.

584
00:22:58.600 --> 00:23:01.600
He was like the second guy on the atom bomb.

585
00:23:01.600 --> 00:23:02.600
Sounds negative.

586
00:23:02.600 --> 00:23:03.600
Brilliant teacher.

587
00:23:03.600 --> 00:23:04.600
He's known for this.

588
00:23:04.600 --> 00:23:05.600
Understand, don't memorize.

589
00:23:05.600 --> 00:23:06.600
Learn principles not formulas.

590
00:23:06.600 --> 00:23:08.600
And that's what the rest of this presentation is about.

591
00:23:08.600 --> 00:23:13.600
Is the principles behind overcoming these distortions that people have.

592
00:23:14.600 --> 00:23:16.600
And so this is me asking you for your own sake.

593
00:23:16.600 --> 00:23:17.600
Don't take pictures of the slides.

594
00:23:17.600 --> 00:23:19.600
It's because all the stuff's going to be in the recordings.

595
00:23:19.600 --> 00:23:20.600
But you are here now.

596
00:23:20.600 --> 00:23:21.600
So be here now.

597
00:23:21.600 --> 00:23:22.600
So you can understand it.

598
00:23:22.600 --> 00:23:23.600
Okay.

599
00:23:23.600 --> 00:23:26.600
So there are three sources.

600
00:23:26.600 --> 00:23:28.600
This is a huge breakthrough for me.

601
00:23:28.600 --> 00:23:30.600
So I'm going to share it with you this first time I've shared a life.

602
00:23:30.600 --> 00:23:32.600
There are three sources that we cast our power to.

603
00:23:32.600 --> 00:23:33.600
Okay.

604
00:23:33.600 --> 00:23:37.600
And it took me a very long time to get through this because I looked at Grant.

605
00:23:37.600 --> 00:23:41.600
And he had his, you know, you got stall decision maker money.

606
00:23:41.600 --> 00:23:43.600
And you talk to Barry who owns sage.

607
00:23:43.600 --> 00:23:47.600
He's like, you got time, fit, money, fear, shame.

608
00:23:47.600 --> 00:23:48.600
Right.

609
00:23:48.600 --> 00:23:49.600
Those are hers.

610
00:23:49.600 --> 00:23:50.600
And then Jordan Balfour's got his.

611
00:23:50.600 --> 00:23:52.600
And so everybody's got like, these are the only overcomes.

612
00:23:52.600 --> 00:23:53.600
Right.

613
00:23:53.600 --> 00:23:55.600
And I was like, there has to be an actual truth here.

614
00:23:55.600 --> 00:23:58.600
Like, there has to be something that's true that's unquestioned.

615
00:23:58.600 --> 00:24:03.600
And so trying to figure this out, I actually went back to Dr. Albert Ellis.

616
00:24:03.600 --> 00:24:04.600
Anybody who knew who he is?

617
00:24:04.600 --> 00:24:05.600
No one.

618
00:24:05.600 --> 00:24:06.600
Great.

619
00:24:06.600 --> 00:24:09.600
Who here knows what cognitive behavioral therapy is.

620
00:24:09.600 --> 00:24:10.600
CBT?

621
00:24:10.600 --> 00:24:11.600
He invented it.

622
00:24:11.600 --> 00:24:12.600
Smart dude.

623
00:24:12.600 --> 00:24:18.600
And so he noticed is that he originally had 11 distortions of reality.

624
00:24:18.600 --> 00:24:19.600
And he dropped it to nine.

625
00:24:19.600 --> 00:24:20.600
Then it's seven.

626
00:24:20.600 --> 00:24:21.600
And then he came to three.

627
00:24:21.600 --> 00:24:22.600
And the three stuck.

628
00:24:22.600 --> 00:24:24.600
And the three are what I'm about to share with you.

629
00:24:24.600 --> 00:24:26.600
You're like, why is he talking about this about sales?

630
00:24:26.600 --> 00:24:31.600
Because the objections that people offer you where they cast their power to are distortions

631
00:24:31.600 --> 00:24:32.600
of reality.

632
00:24:32.600 --> 00:24:35.600
They are the things we use to upset ourselves.

633
00:24:35.600 --> 00:24:37.600
These are the three.

634
00:24:37.600 --> 00:24:38.600
These are the three.

635
00:24:38.600 --> 00:24:39.600
Circumstances.

636
00:24:39.600 --> 00:24:42.600
And this is the irrational statement that people make.

637
00:24:42.600 --> 00:24:45.600
I must get what I want when I want it.

638
00:24:45.600 --> 00:24:47.600
I must not get what I don't want.

639
00:24:47.600 --> 00:24:50.600
If I don't get what I want, I can't stand it.

640
00:24:50.600 --> 00:24:55.600
That's when people blame their emotional disturbances on emotional services on circumstances.

641
00:24:55.600 --> 00:24:56.600
Two.

642
00:24:56.600 --> 00:24:57.600
Others.

643
00:24:57.600 --> 00:24:59.600
Other people must treat me fairly and kindly.

644
00:24:59.600 --> 00:25:03.600
And if they don't, they are no good and deserve to be condemned and punished.

645
00:25:03.600 --> 00:25:05.600
It's like your animal brain, right?

646
00:25:05.600 --> 00:25:06.600
Three.

647
00:25:06.600 --> 00:25:07.600
Self.

648
00:25:07.600 --> 00:25:10.600
I must do well or else I am no good.

649
00:25:10.600 --> 00:25:13.600
These are the three core distortions that upset people.

650
00:25:13.600 --> 00:25:15.600
This is like mental illness, right?

651
00:25:15.600 --> 00:25:18.600
And so I'm not saying anyone has mental illness if they don't agree with you.

652
00:25:18.600 --> 00:25:21.600
It's more so that these are distortions that are not real.

653
00:25:21.600 --> 00:25:24.600
And if you can understand, not memorize.

654
00:25:24.600 --> 00:25:27.600
If you can understand this, then you can have these high-stakes conversations,

655
00:25:27.600 --> 00:25:30.600
understanding exactly which distortions they are suffering from.

656
00:25:30.600 --> 00:25:32.600
And I'll show you how to overcome them.

657
00:25:32.600 --> 00:25:35.600
And so I like to consider like the onion of blame.

658
00:25:35.600 --> 00:25:38.600
People, this is like one of the bigger breakthroughs I had.

659
00:25:38.600 --> 00:25:39.600
They start with the outside.

660
00:25:39.600 --> 00:25:41.600
They blame circumstances.

661
00:25:41.600 --> 00:25:44.600
Time, money, other shit.

662
00:25:44.600 --> 00:25:49.600
And then the step next to that, they start to blame other people, my spouse, my kids, my employees.

663
00:25:49.600 --> 00:25:53.600
And then finally they say like, it's me, it's my fault.

664
00:25:53.600 --> 00:25:57.600
And so you might have to overcome multiple layers as you peel back.

665
00:25:57.600 --> 00:26:01.600
And based on the objection they give you, you can know where you're at.

666
00:26:01.600 --> 00:26:02.600
You can know how close you are.

667
00:26:02.600 --> 00:26:04.600
If someone just says I have to think about it, you're like, great.

668
00:26:04.600 --> 00:26:06.600
I'm talking to the person who's in power and the decision-maker.

669
00:26:06.600 --> 00:26:08.600
And I just need to get them to say yes.

670
00:26:08.600 --> 00:26:12.600
If they're like, I don't have, they're casting the power away.

671
00:26:12.600 --> 00:26:15.600
And some of you guys are probably casting the power away on decisions you need to make.

672
00:26:15.600 --> 00:26:17.600
Which is why I'm making the presentation.

673
00:26:17.600 --> 00:26:20.600
Even though these are the things that distort people's realities.

674
00:26:20.600 --> 00:26:23.600
Because you're like, no one's ever said, sort of circumstances are getting in my way.

675
00:26:23.600 --> 00:26:25.600
No one says that.

676
00:26:25.600 --> 00:26:28.600
They manifest in five ways that I want to equip you to deal with.

677
00:26:28.600 --> 00:26:30.600
For yourself and others.

678
00:26:30.600 --> 00:26:35.600
So these are the five most common excuses, scapegoats that people use.

679
00:26:35.600 --> 00:26:39.600
If you find other ones, these are the biggest buckets because I didn't want to have 100 things here.

680
00:26:39.600 --> 00:26:42.600
But the big three buckets are circumstances others and self.

681
00:26:42.600 --> 00:26:46.600
But they manifest with time in multiple ways.

682
00:26:46.600 --> 00:26:49.600
And I'll show you how value, price, money, etc.

683
00:26:49.600 --> 00:26:50.600
Fit.

684
00:26:50.600 --> 00:26:51.600
I'm a special snowflake.

685
00:26:51.600 --> 00:26:54.600
Others, which is I don't have the authority to make the decision.

686
00:26:54.600 --> 00:26:58.600
And then finally, self, which is, what if I just don't make the decision?

687
00:26:58.600 --> 00:27:02.600
Let life make it for me, avoidance, stall.

688
00:27:02.600 --> 00:27:04.600
You go from service level to core.

689
00:27:04.600 --> 00:27:08.600
And as a side note, you should never get stuck on this stuff near the top.

690
00:27:08.600 --> 00:27:12.600
And ideally, you really never get stuck anywhere on this equation.

691
00:27:12.600 --> 00:27:17.600
If the person wants what you have, and you truly believe in what you have to help them.

692
00:27:17.600 --> 00:27:18.600
And I mean that.

693
00:27:18.600 --> 00:27:23.600
Like, if you understand this thoroughly, you can walk someone towards helping themselves.

694
00:27:23.600 --> 00:27:24.600
Okay.

695
00:27:24.600 --> 00:27:27.600
This is what they look like, or this is what they sound like in reality.

696
00:27:27.600 --> 00:27:29.600
Not a good time right now.

697
00:27:29.600 --> 00:27:30.600
I'm really busy.

698
00:27:30.600 --> 00:27:31.600
Right?

699
00:27:31.600 --> 00:27:32.600
That's time.

700
00:27:32.600 --> 00:27:33.600
Can't afford it.

701
00:27:33.600 --> 00:27:34.600
Too expensive.

702
00:27:34.600 --> 00:27:35.600
Fit.

703
00:27:35.600 --> 00:27:36.600
Not sure if it's for me.

704
00:27:36.600 --> 00:27:37.600
I hate broccoli.

705
00:27:37.600 --> 00:27:38.600
I can't do a plan with broccoli.

706
00:27:38.600 --> 00:27:39.600
Right?

707
00:27:39.600 --> 00:27:41.600
Can't do a plan where I have to DM people every day.

708
00:27:41.600 --> 00:27:42.600
It's against my brand.

709
00:27:42.600 --> 00:27:44.600
I'm poor, but it's against my brand.

710
00:27:44.600 --> 00:27:45.600
Right?

711
00:27:45.600 --> 00:27:46.600
Authority.

712
00:27:46.600 --> 00:27:48.600
I have to talk to my partner, spouse.

713
00:27:48.600 --> 00:27:50.600
I have to talk to somebody who has more power than me.

714
00:27:50.600 --> 00:27:54.600
It's funny because when you start thinking this way, it sounds silly.

715
00:27:54.600 --> 00:27:55.600
And then avoidance.

716
00:27:55.600 --> 00:27:56.600
I need to think about it.

717
00:27:56.600 --> 00:27:57.600
Clearly.

718
00:27:57.600 --> 00:27:58.600
Let's think about it now.

719
00:27:58.600 --> 00:27:59.600
All right?

720
00:27:59.600 --> 00:28:01.600
And so I told you I want you to think about the principles behind these things.

721
00:28:01.600 --> 00:28:02.600
Not memorize.

722
00:28:02.600 --> 00:28:04.600
You've got circumstances.

723
00:28:04.600 --> 00:28:05.600
You've got other people.

724
00:28:05.600 --> 00:28:06.600
And you have yourself.

725
00:28:06.600 --> 00:28:08.600
And we drill down.

726
00:28:08.600 --> 00:28:09.600
So, quick test.

727
00:28:09.600 --> 00:28:10.600
Who here is physically in the room?

728
00:28:10.600 --> 00:28:11.600
Raise your tent.

729
00:28:11.600 --> 00:28:12.600
Wonderful.

730
00:28:12.600 --> 00:28:13.600
Arms are working.

731
00:28:13.600 --> 00:28:14.600
We're rocking.

732
00:28:14.600 --> 00:28:16.600
So, here's my ask.

733
00:28:16.600 --> 00:28:17.600
Raise your hand.

734
00:28:17.600 --> 00:28:22.600
If you or your prospects present with this distortion.

735
00:28:22.600 --> 00:28:24.600
So, who here is a time person?

736
00:28:24.600 --> 00:28:25.600
I'm busy.

737
00:28:25.600 --> 00:28:26.600
It's not a good time.

738
00:28:26.600 --> 00:28:27.600
Maybe in the future.

739
00:28:27.600 --> 00:28:28.600
Anyone deal with these?

740
00:28:28.600 --> 00:28:29.600
Sometimes it's yourself.

741
00:28:29.600 --> 00:28:30.600
Totally.

742
00:28:30.600 --> 00:28:32.600
So, I'm also going to tell you a secret about this.

743
00:28:32.600 --> 00:28:38.600
I think the reason I got pretty decent at logical arguments is because I am inherently skeptical.

744
00:28:38.600 --> 00:28:41.600
And I will paralyze myself from not doing anything.

745
00:28:41.600 --> 00:28:43.600
I have really some reasons to do it.

746
00:28:43.600 --> 00:28:49.600
And I realized that I couldn't move forward to make any progress in my life until I had these frameworks to think through these hard decisions through.

747
00:28:49.600 --> 00:28:52.600
So, I could start taking steps to where I wanted to go.

748
00:28:52.600 --> 00:28:54.600
It took me years to get there.

749
00:28:54.600 --> 00:29:00.600
And so, hopefully I can give you some keys that help me unlock my own head to get my own fucking way so that you can too and help your clients.

750
00:29:00.600 --> 00:29:01.600
All right?

751
00:29:01.600 --> 00:29:03.600
So, the way I think about time.

752
00:29:03.600 --> 00:29:06.600
And there's a lot of overcomes for all of these things.

753
00:29:06.600 --> 00:29:11.600
What I tried to do was bunch the three biggest ones that I like to use most frequently.

754
00:29:11.600 --> 00:29:17.600
And if I veer from like the bullets on the screen, it's because I'm riffing with you and I'd rather just kind of stay in the flow.

755
00:29:17.600 --> 00:29:18.600
Is that cool?

756
00:29:18.600 --> 00:29:19.600
Okay. Fantastic.

757
00:29:19.600 --> 00:29:24.600
So, when you're overcoming this one, each of these is kind of a specific angle that you're attacking it from.

758
00:29:24.600 --> 00:29:28.600
So, macro is like, this is a busy season for me.

759
00:29:28.600 --> 00:29:31.600
Got lots of stuff going on, right?

760
00:29:31.600 --> 00:29:34.600
Micro is like, I don't have any time in my day.

761
00:29:34.600 --> 00:29:36.600
So, you're one person saying I've got lots of shit going on.

762
00:29:36.600 --> 00:29:38.600
Or, first, it's like I can't find the time.

763
00:29:38.600 --> 00:29:39.600
It's different.

764
00:29:39.600 --> 00:29:41.600
Sounds subtle, but it's both about time, but in different ways.

765
00:29:41.600 --> 00:29:42.600
All right?

766
00:29:42.600 --> 00:29:46.600
And then the last one is, well, when I have time, I'll start.

767
00:29:46.600 --> 00:29:47.600
Right?

768
00:29:47.600 --> 00:29:49.600
Everyone has a fucking horseshit, but whatever.

769
00:29:49.600 --> 00:29:54.600
Okay. So, as always, we never disagree with prospects because you're not in a fight.

770
00:29:54.600 --> 00:29:55.600
Totally get it.

771
00:29:55.600 --> 00:29:56.600
Totally understand.

772
00:29:56.600 --> 00:30:01.600
Do you think, like, do you want this to be something that lasts for the long term?

773
00:30:01.600 --> 00:30:02.600
Right? It's a question.

774
00:30:02.600 --> 00:30:03.600
Really get it.

775
00:30:03.600 --> 00:30:06.600
Do you think that you're going to be busy getting in the future?

776
00:30:06.600 --> 00:30:07.600
Well, yeah.

777
00:30:07.600 --> 00:30:11.600
So, you want this to last in the long run, and you do think you're going to be busy getting in the future.

778
00:30:11.600 --> 00:30:14.600
Well, then, don't you think it'd be best to start now when you are busy?

779
00:30:14.600 --> 00:30:17.600
Because if you learn how to do it, when you're busy, you'll be able to do it forever.

780
00:30:17.600 --> 00:30:21.600
If you can only learn it during a perfect circumstance, then you're going to fall off when it gets busy again.

781
00:30:21.600 --> 00:30:24.600
And isn't that the time you'd want to have the most support?

782
00:30:24.600 --> 00:30:25.600
It goes for you guys to tip.

783
00:30:25.600 --> 00:30:27.600
Well, that's just number one.

784
00:30:27.600 --> 00:30:28.600
We got so many lower.

785
00:30:28.600 --> 00:30:29.600
Right?

786
00:30:29.600 --> 00:30:34.600
And so, when you knock that out, the goal is that the person says, well, fuck, that's not a good reason.

787
00:30:34.600 --> 00:30:37.600
And you take one step towards the truth.

788
00:30:37.600 --> 00:30:41.600
So, when you're thinking about it, it's not like, oh, I've got to overcome this one thing, and then they'll buy.

789
00:30:41.600 --> 00:30:43.600
You've got to keep peeling.

790
00:30:43.600 --> 00:30:46.600
And if you have this framework, you understand the direction you're going in.

791
00:30:46.600 --> 00:30:49.600
And you can start listening for the, oh, they're talking about themselves now.

792
00:30:49.600 --> 00:30:51.600
I've got two layers deeper, right?

793
00:30:51.600 --> 00:30:53.600
So, that's seasonal.

794
00:30:53.600 --> 00:30:54.600
Micro.

795
00:30:54.600 --> 00:30:56.600
You can't tell someone in a sale.

796
00:30:56.600 --> 00:30:57.600
Hey, take out your phone.

797
00:30:57.600 --> 00:30:59.600
Take out your hours by week.

798
00:30:59.600 --> 00:31:00.600
Pull it up.

799
00:31:00.600 --> 00:31:02.600
Oh, look, 22 hours in social media this week.

800
00:31:02.600 --> 00:31:03.600
You've got time.

801
00:31:03.600 --> 00:31:04.600
So, you say it differently.

802
00:31:04.600 --> 00:31:06.600
You say, you know what, I had the same issue.

803
00:31:06.600 --> 00:31:10.600
And I used to complain all the time about how I didn't have time to be successful and do things I needed to do.

804
00:31:10.600 --> 00:31:12.600
And my wife got sick and tired of me saying this.

805
00:31:12.600 --> 00:31:17.600
She pulled my phone out and she was like, look, I guess I just found you time, didn't I?

806
00:31:17.600 --> 00:31:18.600
Oh, like, I fuck.

807
00:31:18.600 --> 00:31:21.600
And you can say it that way, and then the prospect feels better.

808
00:31:21.600 --> 00:31:23.600
Does anybody here feel like they don't have time?

809
00:31:23.600 --> 00:31:24.600
Right?

810
00:31:24.600 --> 00:31:31.600
And the first thing that any program is going to do if it's a good program is going to cut out the 90% of the shit that you are doing,

811
00:31:31.600 --> 00:31:35.600
which is causing you to feel overwhelmed, which is probably the real reason you feel like you don't have time.

812
00:31:35.600 --> 00:31:37.600
Jeff Bezos, we've got the same time you do, right?

813
00:31:37.600 --> 00:31:40.600
It's just, what are the things that you're doing that he's not?

814
00:31:40.600 --> 00:31:42.600
It's not about adding shit to your plate.

815
00:31:42.600 --> 00:31:44.600
It's about removing stuff that's not working.

816
00:31:44.600 --> 00:31:47.600
Because clearly, everything that you're doing that's filling your time is not making you more money.

817
00:31:47.600 --> 00:31:49.600
So, you're doing the wrong shit.

818
00:31:49.600 --> 00:31:50.600
You're going to be plenty of time.

819
00:31:50.600 --> 00:31:52.600
Because all this that you're doing now is not working.

820
00:31:52.600 --> 00:31:53.600
Right?

821
00:31:53.600 --> 00:31:54.600
It's not simple.

822
00:31:54.600 --> 00:31:55.600
But that's the reason.

823
00:31:55.600 --> 00:31:56.600
Right?

824
00:31:56.600 --> 00:31:57.600
So, we want macro?

825
00:31:57.600 --> 00:31:58.600
Crow?

826
00:31:58.600 --> 00:32:00.600
When then?

827
00:32:00.600 --> 00:32:01.600
Hey.

828
00:32:01.600 --> 00:32:05.600
In the future, when I've got time, I'll totally sign up for your program.

829
00:32:05.600 --> 00:32:06.600
Right?

830
00:32:06.600 --> 00:32:07.600
Anyone heard this one?

831
00:32:07.600 --> 00:32:09.600
Anyone say this one?

832
00:32:09.600 --> 00:32:10.600
Right?

833
00:32:10.600 --> 00:32:13.600
And again, you want to empathize.

834
00:32:13.600 --> 00:32:14.600
You don't say like, oh, that's bullshit.

835
00:32:14.600 --> 00:32:15.600
You say, totally understand.

836
00:32:15.600 --> 00:32:17.600
I was stuck like this for years.

837
00:32:17.600 --> 00:32:19.600
If you can step in their shoes, you're not attacking them.

838
00:32:19.600 --> 00:32:21.600
You actually go from the inside out.

839
00:32:21.600 --> 00:32:22.600
You step into their self.

840
00:32:22.600 --> 00:32:25.600
And then you walk them through the epiphany that you experienced.

841
00:32:25.600 --> 00:32:27.600
And it doesn't feel judgmental.

842
00:32:27.600 --> 00:32:28.600
It feels helpful.

843
00:32:28.600 --> 00:32:29.600
That makes sense.

844
00:32:29.600 --> 00:32:30.600
I used to feel the same way.

845
00:32:30.600 --> 00:32:31.600
Right?

846
00:32:31.600 --> 00:32:33.600
And I found this out actually from Jason Flodley.

847
00:32:33.600 --> 00:32:34.600
And he was the one he told me this.

848
00:32:34.600 --> 00:32:35.600
It's a logical fallacy.

849
00:32:35.600 --> 00:32:38.600
It's called the When Then fallacy, which is why it's how I remember it.

850
00:32:38.600 --> 00:32:41.600
And the When Then fallacy simply states,

851
00:32:41.600 --> 00:32:44.600
when I have X, then I will do Y.

852
00:32:44.600 --> 00:32:45.600
But it flips sequence.

853
00:32:45.600 --> 00:32:48.600
So it's like, when I get better, I will go to the hospital.

854
00:32:48.600 --> 00:32:50.600
Sorry.

855
00:32:50.600 --> 00:32:52.600
There's just so many hilarious ones about money.

856
00:32:52.600 --> 00:32:55.600
And stuff like, I will start saving money once I'm rich.

857
00:32:55.600 --> 00:32:56.600
Like, all right.

858
00:32:56.600 --> 00:32:59.600
The thing is, is that we do this.

859
00:32:59.600 --> 00:33:00.600
Right?

860
00:33:00.600 --> 00:33:01.600
We do this.

861
00:33:01.600 --> 00:33:05.600
I'll pay for the program that'll make me more money when I have more money.

862
00:33:05.600 --> 00:33:07.600
That's the point of the program.

863
00:33:07.600 --> 00:33:09.600
I'll pay for the program that'll help me get a six pack.

864
00:33:09.600 --> 00:33:11.600
Once I have a six pack.

865
00:33:11.600 --> 00:33:13.600
Once I have more time, which the program is going to help me out.

866
00:33:13.600 --> 00:33:14.600
You know what I'm saying?

867
00:33:14.600 --> 00:33:16.600
Like, it doesn't make it's a fallacy.

868
00:33:16.600 --> 00:33:19.600
And so what that means is, it's a distortion.

869
00:33:19.600 --> 00:33:20.600
It's not real.

870
00:33:20.600 --> 00:33:25.600
And so the goal of having these high-stakes conversations is simply showing people.

871
00:33:25.600 --> 00:33:26.600
We're not attacking.

872
00:33:26.600 --> 00:33:28.600
We're just walking through it and being like,

873
00:33:28.600 --> 00:33:30.600
do you realize that this is holding you back?

874
00:33:30.600 --> 00:33:33.600
And I know this better than anyone because I'm a skeptical motherfucker.

875
00:33:33.600 --> 00:33:37.600
The reason I can do all these logical things is because I'm the first person I'd overcome.

876
00:33:37.600 --> 00:33:38.600
Right?

877
00:33:38.600 --> 00:33:40.600
And you might be too.

878
00:33:41.600 --> 00:33:45.600
So, once we attack time from these three angles, it depends which one they present with.

879
00:33:45.600 --> 00:33:48.600
If they present with one and then move to the next, you can knock all three out.

880
00:33:48.600 --> 00:33:50.600
You'll probably find some that make the most sense to you.

881
00:33:50.600 --> 00:33:52.600
But the thing here is, it's not about memorization.

882
00:33:52.600 --> 00:33:53.600
You just got to get it.

883
00:33:53.600 --> 00:33:58.600
Macro, you're always going to be busy once you want the most help when you are busy so they can stick forever.

884
00:33:58.600 --> 00:33:59.600
Yes.

885
00:33:59.600 --> 00:34:00.600
Time.

886
00:34:00.600 --> 00:34:01.600
My wife's showing me my phone.

887
00:34:01.600 --> 00:34:03.600
Turns out I got fucking time.

888
00:34:03.600 --> 00:34:05.600
But the reality is, it's not about what I am doing.

889
00:34:05.600 --> 00:34:07.600
It's about the stuff I got to stop doing.

890
00:34:07.600 --> 00:34:08.600
And that's what I help you with.

891
00:34:08.600 --> 00:34:09.600
Right?

892
00:34:09.600 --> 00:34:10.600
Right?

893
00:34:10.600 --> 00:34:11.600
This isn't scripting.

894
00:34:11.600 --> 00:34:12.600
This is just understanding.

895
00:34:12.600 --> 00:34:13.600
Right?

896
00:34:13.600 --> 00:34:15.600
And then when then, it's a fallacy.

897
00:34:15.600 --> 00:34:16.600
It's a distortion.

898
00:34:16.600 --> 00:34:17.600
It's not real.

899
00:34:17.600 --> 00:34:18.600
And then just use two crazy examples.

900
00:34:18.600 --> 00:34:21.600
Like, once I have money, then, I'll save money when I'm rich.

901
00:34:21.600 --> 00:34:22.600
Right?

902
00:34:22.600 --> 00:34:23.600
It's just ridiculous.

903
00:34:23.600 --> 00:34:24.600
Okay.

904
00:34:24.600 --> 00:34:25.600
So, what do we do?

905
00:34:25.600 --> 00:34:26.600
One reason down.

906
00:34:26.600 --> 00:34:28.600
And we're getting closer to the core.

907
00:34:28.600 --> 00:34:29.600
Right?

908
00:34:29.600 --> 00:34:30.600
Right.

909
00:34:30.600 --> 00:34:35.600
So, who here is somebody who's like, I can't afford it's too expensive or has heard this from a prospect?

910
00:34:35.600 --> 00:34:37.600
I was like, I better see everybody's hands.

911
00:34:38.600 --> 00:34:41.600
Especially if you're selling high ticket, which hopefully you get a gasp.

912
00:34:41.600 --> 00:34:45.600
So, these are the four frameworks that I think through, there's a million money closes.

913
00:34:45.600 --> 00:34:47.600
But these are the ones that I like the most.

914
00:34:47.600 --> 00:34:50.600
And that, that, that, to me, resonate the best.

915
00:34:50.600 --> 00:34:51.600
Right?

916
00:34:51.600 --> 00:34:55.600
And so, why a lot is good is kind of like my, my, my first one here.

917
00:34:55.600 --> 00:35:00.600
And so, the reason that if someone gasps or think that this is a lot of money,

918
00:35:00.600 --> 00:35:02.600
you're just asking, is this a lot of money to you?

919
00:35:02.600 --> 00:35:05.600
And they're going to say, yeah, if they say no, then you're like, awesome, buy it.

920
00:35:05.600 --> 00:35:07.600
And if they say yes, right?

921
00:35:07.600 --> 00:35:11.600
And if they say yes, then you're like, that's the exact reason why you're going to be successful.

922
00:35:11.600 --> 00:35:15.600
Because there's other people who buy this thing and you know what, they're not all in on it.

923
00:35:15.600 --> 00:35:17.600
But the question is, do you want to draw the line and say, and go on?

924
00:35:17.600 --> 00:35:20.600
Do you want to step over the line and be the person you want to be?

925
00:35:20.600 --> 00:35:24.600
Because I can tell you that this is not about whether this works or not.

926
00:35:24.600 --> 00:35:25.600
I've already proven that.

927
00:35:25.600 --> 00:35:26.600
The question is whether you work or not.

928
00:35:26.600 --> 00:35:31.600
And so, if you put more on the line, then you have a higher likelihood of being successful.

929
00:35:31.600 --> 00:35:33.600
So, you should be the last person to be worried about this.

930
00:35:33.600 --> 00:35:38.600
I'm more excited because the best stories are always coming from people like you in your exact situation.

931
00:35:38.600 --> 00:35:40.600
So, don't let that be a reason not to do it.

932
00:35:40.600 --> 00:35:41.600
That should be the reason to do it.

933
00:35:41.600 --> 00:35:43.600
So, the next one is like, why is this not a lot?

934
00:35:43.600 --> 00:35:46.600
So, first is, the fact that it's a lot for you is good.

935
00:35:46.600 --> 00:35:48.600
It means you're going to try hard.

936
00:35:48.600 --> 00:35:52.600
The second one is like, well, it's a lot in terms of absolute amount,

937
00:35:52.600 --> 00:35:54.600
but relative amount is very little, right?

938
00:35:54.600 --> 00:35:58.600
Because if all this does, is it add $10,000 a month to your income?

939
00:35:58.600 --> 00:36:00.600
Is it worth it?

940
00:36:00.600 --> 00:36:04.600
If all this does is get you into a bikini, is it worth it?

941
00:36:04.600 --> 00:36:05.600
Yeah.

942
00:36:05.600 --> 00:36:09.600
And so, then what happens, and the reason that this is a stepping process, right,

943
00:36:09.600 --> 00:36:14.600
is that we're just taking these objections out of the way so we can get the person to confront reality

944
00:36:14.600 --> 00:36:18.600
and out of distortion they've created because the reality is the thing they're afraid of.

945
00:36:18.600 --> 00:36:23.600
And so, what happens is when they say, yeah, if it did that, it would be worth it, right?

946
00:36:23.600 --> 00:36:26.600
The problem is they don't believe you, right?

947
00:36:26.600 --> 00:36:28.600
And so, it's like, great.

948
00:36:28.600 --> 00:36:30.600
Then it's not about the price.

949
00:36:30.600 --> 00:36:31.600
It's about what you believe me.

950
00:36:31.600 --> 00:36:32.600
So, you can sidestep it.

951
00:36:32.600 --> 00:36:33.600
Does that make sense?

952
00:36:33.600 --> 00:36:34.600
We're taking a step closer.

953
00:36:34.600 --> 00:36:37.600
And then, obviously, you can use a comparison, you know, depending on what you're selling,

954
00:36:37.600 --> 00:36:41.600
if you can price anchor with like, well, here, they don't have a four-year degree

955
00:36:41.600 --> 00:36:43.600
for doing online fitness.

956
00:36:43.600 --> 00:36:46.600
That's why the alternative education industry exists.

957
00:36:46.600 --> 00:36:50.600
And it's because the formal education has failed most of us, right?

958
00:36:50.600 --> 00:36:52.600
Anybody graduated here with a four-year degree?

959
00:36:52.600 --> 00:36:57.600
Anyone immediately be able to use that four-degree to get leads, make sales?

960
00:36:57.600 --> 00:36:58.600
No?

961
00:36:58.600 --> 00:36:59.600
Me neither.

962
00:36:59.600 --> 00:37:00.600
Right?

963
00:37:00.600 --> 00:37:07.600
And what's crazy is that some of these degrees are $50,200, $200,000 and take four years

964
00:37:07.600 --> 00:37:13.600
when you've got something that can help you make that entire amount of money in half the time, right?

965
00:37:13.600 --> 00:37:15.600
For a tenth of the price.

966
00:37:15.600 --> 00:37:18.600
When you think about it like that, frame, it's actually a great deal.

967
00:37:18.600 --> 00:37:19.600
So, it makes sense?

968
00:37:19.600 --> 00:37:20.600
So, you just frame it.

969
00:37:20.600 --> 00:37:21.600
You have to give context.

970
00:37:21.600 --> 00:37:22.600
All right?

971
00:37:22.600 --> 00:37:26.600
So, number one is the fact that it's a lot for you is good.

972
00:37:26.600 --> 00:37:28.600
It means you're actually going to try.

973
00:37:28.600 --> 00:37:32.600
Number two is, if it does what we say it's going to do, the value is there.

974
00:37:32.600 --> 00:37:35.600
So, that's not actually what you're opposed to, which then we can take the next step.

975
00:37:35.600 --> 00:37:36.600
All right?

976
00:37:36.600 --> 00:37:38.600
Number three is, what's money good for anyways?

977
00:37:38.600 --> 00:37:44.600
This is actually one of my favorite lines of reasoning for variety of reasons and I'll get to it.

978
00:37:44.600 --> 00:37:48.600
When you're looking at prospect or looking at yourself, you're going to spend this money either way

979
00:37:48.600 --> 00:37:50.600
over the next 12 months.

980
00:37:50.600 --> 00:37:51.600
You're going to spend it, right?

981
00:37:51.600 --> 00:37:56.600
And in fact, not only are you going to spend it, you're going to buy the program.

982
00:37:56.600 --> 00:37:59.600
The question is whether you're going to pay for it in money or pay for it in time.

983
00:37:59.600 --> 00:38:08.600
And so, like, you can learn every single lesson that's in this program, whether it's losing weight, you know, getting leads, selling online, whatever it is, right?

984
00:38:08.600 --> 00:38:09.600
You're going to learn these lessons.

985
00:38:09.600 --> 00:38:14.600
But do you want it to take 12 weeks or 12 years?

986
00:38:14.600 --> 00:38:19.600
And the question is, are you going to be able to live a thousand lifetimes because of the thousand people that we've helped just like you?

987
00:38:19.600 --> 00:38:24.600
And gather all those lessons and put them together so you don't have to do the trial and error for that entire period of time.

988
00:38:24.600 --> 00:38:28.600
So the question is, not whether you're going to buy it or not, it's just how do you want to pay?

989
00:38:28.600 --> 00:38:30.600
And so for me, this is a personal note.

990
00:38:30.600 --> 00:38:36.600
And I'll probably say at the end, but like, the reason we've had to move quickly through life is that I will buy other people some mistakes.

991
00:38:36.600 --> 00:38:44.600
Because it's just, it's the only way you can buy time in this life is to buy the knowledge to take less time from other people who have taken their time.

992
00:38:44.600 --> 00:38:51.600
And like, if you think about human civilization in general, it is to however long to make a light bulb, and then we just bought the lesson from him, and now we have light bulbs.

993
00:38:51.600 --> 00:38:55.600
Right? And the next guy figures out the next thing, and then we just buy the lesson from him.

994
00:38:55.600 --> 00:38:57.600
And that's how we have to move faster.

995
00:38:57.600 --> 00:38:59.600
So you're going to spend the money either way.

996
00:38:59.600 --> 00:39:03.600
The question is, 12 months from now, is it going to be on shit that didn't get you anymore or stuff that is going to get you somewhere?

997
00:39:03.600 --> 00:39:08.600
And no matter what, you're buying the program, we're just going to pay time, we're going to pay with money.

998
00:39:09.600 --> 00:39:15.600
And if we're being real, you've probably been paying for time the last six years. How's that working for you? Do you want to do more of that?

999
00:39:15.600 --> 00:39:18.600
This is also, this is a classic one. It's a very easy one to remember.

1000
00:39:18.600 --> 00:39:28.600
But like, who here knows the difference between a self-made billionaire when they had nothing and where you're at right now if you have nothing?

1001
00:39:28.600 --> 00:39:35.600
Zero. They both, you're both broke. They were broke, you're broke, whatever it is, if that's where you're at right now.

1002
00:39:35.600 --> 00:39:43.600
The only difference is that that proves that if they were successful, it wasn't about the resources they had, it's about how resourceful they were.

1003
00:39:43.600 --> 00:39:47.600
So I'll take a quick story about this. So anyone here read a shoe dog?

1004
00:39:47.600 --> 00:39:56.600
Right, a story of Nike. So in the story, he talks about how he was about to lose everything multiple times. It's a crazy story.

1005
00:39:56.600 --> 00:40:03.600
And this time it was like, it was going to go down, like it wasn't going to happen. And he needed a tremendous amount of money, and he just didn't have it.

1006
00:40:03.600 --> 00:40:10.600
He'd extended all his credit lines, the banks wouldn't do it, and the next liners that they canceled on him, and the company was going to fold, because it was growing too fast.

1007
00:40:10.600 --> 00:40:16.600
At that point, he could have just given up, and so there's nothing I can do. I backed it on my cars, I backed it on my banks, there's literally nothing I can do.

1008
00:40:16.600 --> 00:40:20.600
And his people already worked for free. They were like, we get to this anymore.

1009
00:40:20.600 --> 00:40:27.600
He went to his vendors, and said, you need to pay my payroll for me. He went to his vendors.

1010
00:40:27.600 --> 00:40:32.600
Anybody use like landing page software? Anyone? Anyone use something from a vendor? Right.

1011
00:40:32.600 --> 00:40:41.600
It's like going to your videographer and be like, listen, you got to pay payroll for me this month, because otherwise I'm not going to be able to keep doing business with you, because I'll be out of business.

1012
00:40:41.600 --> 00:40:49.600
Resourceful, not resources. And the reason this is so important is because when you have nothing, it's the easiest excuse to give yourself.

1013
00:40:49.600 --> 00:40:56.600
You're like, well, I have nothing, and that's why I can't. It's like, of course, but every self-made millionaire and every self-made billionaire was self-made.

1014
00:40:56.600 --> 00:40:59.600
And they started with nothing, which puts them in the exact same seat you are.

1015
00:40:59.600 --> 00:41:03.600
So the question is, do you want to have power? Or do you want to not have power?

1016
00:41:03.600 --> 00:41:11.600
When you have power, your resource will not resources. Right? And so if we want to make these decisions that are going to help ourselves, we need to step into that.

1017
00:41:11.600 --> 00:41:17.600
And so when you're talking to your prospects, it's the same thing. Right? Does that make sense?

1018
00:41:17.600 --> 00:41:26.600
Okay, rock it. I mean, you can drill deeper into this. Do you think there's anyone else who's been in your situation, who's achieved this, or maybe worse than your situation?

1019
00:41:26.600 --> 00:41:29.600
The answer is yes. And if they can, why can't you? Right?

1020
00:41:29.600 --> 00:41:32.600
So we're taking steps closer. Are you guys digging this?

1021
00:41:32.600 --> 00:41:35.600
Okay, cool.

1022
00:41:35.600 --> 00:41:38.600
Oh, thanks.

1023
00:41:38.600 --> 00:41:41.600
Thanks.

1024
00:41:41.600 --> 00:41:44.600
I wasn't sure if it was rap detention or sheer boredom.

1025
00:41:44.600 --> 00:41:50.600
So you feel we're progress or make it like the person presents this is I don't have time.

1026
00:41:50.600 --> 00:41:54.600
You're like, no, no, we're going to take one step closer and you're like, you know what?

1027
00:41:54.600 --> 00:42:00.600
But I don't have the money. It's too expensive. You're like, well, if you don't have the money, you're going to be successful.

1028
00:42:00.600 --> 00:42:05.600
It's worth it, right? Yes, I understand why it's worth it. Well, you don't need money to begin with. Right?

1029
00:42:05.600 --> 00:42:10.600
You got to be resourceful and you can find the money because I'll ask you, this is a fun one for business owners.

1030
00:42:10.600 --> 00:42:14.600
Who here has had an unexpected bill ever come up?

1031
00:42:15.600 --> 00:42:19.600
Taxes? Right?

1032
00:42:19.600 --> 00:42:23.600
And then all, okay, so everyone here is still alive. Who raised their hands?

1033
00:42:23.600 --> 00:42:32.600
Who here was able to magically pull money out of their ass and figure out a way to do it? Raise your hand.

1034
00:42:32.600 --> 00:42:41.600
Here's what's crazy. You have the ability to be resourceful when it's for someone else and not for you.

1035
00:42:42.600 --> 00:42:46.600
And it's because you choose to be powerful when someone else needs it, but not for yourself.

1036
00:42:46.600 --> 00:42:48.600
Fucked out, right?

1037
00:42:48.600 --> 00:42:51.600
Just stop doing that.

1038
00:42:51.600 --> 00:42:59.600
If you function like you have to make payroll tomorrow and like you, you're back on rent and you're going to get kicked out, you think differently.

1039
00:42:59.600 --> 00:43:05.600
And if instead of paying your landlord, you're paying you because that's what you want to do, it shifts internally.

1040
00:43:05.600 --> 00:43:10.600
Because everyone's here just proved the fact that you can be resourceful when you choose to be.

1041
00:43:10.600 --> 00:43:12.600
So just choose to be.

1042
00:43:12.600 --> 00:43:15.600
So number three is it's not sure it's a fit for me.

1043
00:43:15.600 --> 00:43:21.600
So besides the obvious ones, which is like, I don't want to work out, broccoli sucks.

1044
00:43:21.600 --> 00:43:26.600
I can't do a program where I can't do cardio, whatever the fuck.

1045
00:43:26.600 --> 00:43:31.600
Like I said, I don't want to do DMs, I don't want to post an Instagram, I don't want to have a Facebook group, whatever.

1046
00:43:31.600 --> 00:43:32.600
Whatever the bullshit is.

1047
00:43:32.600 --> 00:43:35.600
I'm not sure if the vehicle is a fit for me.

1048
00:43:35.600 --> 00:43:44.600
So usually you can overcome the easy ones, but if someone is just really sticking hard, these are the three that I use to shift perspective.

1049
00:43:44.600 --> 00:43:47.600
So this one is new identity, new priorities.

1050
00:43:47.600 --> 00:43:52.600
So it's good to have cues for these things, which is like we vote with our dollars about the things that we care about.

1051
00:43:52.600 --> 00:43:56.600
And if you show me what someone is spending their money and their time on, I can tell you what their future is.

1052
00:43:56.600 --> 00:43:58.600
And I'll tell you an interesting story.

1053
00:43:58.600 --> 00:44:02.600
So I had somebody who was just like you, who was like, you know what, I don't want to do this either.

1054
00:44:02.600 --> 00:44:04.600
And I told her this story, can I tell you it?

1055
00:44:04.600 --> 00:44:05.600
Yes.

1056
00:44:05.600 --> 00:44:07.600
And this is what you'd say the prospect.

1057
00:44:07.600 --> 00:44:12.600
Right? So I was with Leila, and we went to Sephora, which is a makeup store.

1058
00:44:12.600 --> 00:44:16.600
And I showed up like this.

1059
00:44:16.600 --> 00:44:19.600
I feel welcomed.

1060
00:44:19.600 --> 00:44:23.600
And so we're standing there, she's doing something, and I usually stand in the corner like this.

1061
00:44:23.600 --> 00:44:29.600
And I saw these two little girls that might have been like, I don't know girl age.

1062
00:44:29.600 --> 00:44:31.600
So like 12 to 15.

1063
00:44:31.600 --> 00:44:33.600
This, like this, this.

1064
00:44:33.600 --> 00:44:35.600
And they were like giggly and so excited.

1065
00:44:35.600 --> 00:44:40.600
And they had like the girl with the smock came over, was like helping her out, helping them out.

1066
00:44:40.600 --> 00:44:43.600
And she was like, okay, this is like eyeliner.

1067
00:44:43.600 --> 00:44:44.600
And this is lipstick.

1068
00:44:44.600 --> 00:44:46.600
And this is whatever blush.

1069
00:44:46.600 --> 00:44:49.600
I'm just like using words I've heard.

1070
00:44:50.600 --> 00:44:51.600
This is how you paint your face.

1071
00:44:51.600 --> 00:44:53.600
And the thing is the girls were like so excited.

1072
00:44:53.600 --> 00:44:56.600
And then they were like right before they left, she was like girls.

1073
00:44:56.600 --> 00:45:00.600
She's like, you have to remember, like now that you're getting older and you're becoming a woman,

1074
00:45:00.600 --> 00:45:02.600
and you start budging for this stuff.

1075
00:45:02.600 --> 00:45:04.600
Alright, so you're going to start buying this every month.

1076
00:45:04.600 --> 00:45:07.600
Alright, so like, remember, you've got to save some money for this so you can have it.

1077
00:45:07.600 --> 00:45:11.600
And the girls were so excited that they were like, yes, like we're becoming women now.

1078
00:45:11.600 --> 00:45:13.600
And these are the things that women do.

1079
00:45:13.600 --> 00:45:16.600
And it's because when you have new identity, you have new priorities.

1080
00:45:16.600 --> 00:45:20.600
And so you've had priorities that are aligned with your old identity, right?

1081
00:45:20.600 --> 00:45:23.600
There's the you that goes out, the you that drinks, the you that does the blah, blah, blah, blah.

1082
00:45:23.600 --> 00:45:26.600
Spend some money on shit, you shouldn't do, spend some time on shit, you shouldn't spend any time on it.

1083
00:45:26.600 --> 00:45:28.600
And there's the you that you want to be.

1084
00:45:28.600 --> 00:45:30.600
And so right now we can draw the line in the sand and be like,

1085
00:45:30.600 --> 00:45:33.600
do you want to keep walking down the road that you have been walking?

1086
00:45:33.600 --> 00:45:36.600
And if you don't, then you have to step into a new identity.

1087
00:45:36.600 --> 00:45:39.600
And with that new identity comes new priorities.

1088
00:45:39.600 --> 00:45:42.600
Because people who want to be rich spend money on themselves.

1089
00:45:42.600 --> 00:45:44.600
They spend money on education.

1090
00:45:44.600 --> 00:45:46.600
They invest in their skill sets.

1091
00:45:46.600 --> 00:45:50.600
Because I want to align my identity with the identity of those who came before me

1092
00:45:50.600 --> 00:45:53.600
who've done the things I want to do, right?

1093
00:45:53.600 --> 00:45:55.600
And just like those little girls stepping into that identity,

1094
00:45:55.600 --> 00:45:57.600
we too must step into the identity we want to be.

1095
00:45:57.600 --> 00:45:58.600
Does that make sense?

1096
00:45:58.600 --> 00:46:01.600
And so when you're talking to somebody who's trying to lose weight,

1097
00:46:01.600 --> 00:46:03.600
and they're like, I can't afford a gym membership.

1098
00:46:03.600 --> 00:46:06.600
And you're like, girl, you're spending 200 bucks on your nails.

1099
00:46:06.600 --> 00:46:09.600
And you've got a thousand dollar outfit on.

1100
00:46:09.600 --> 00:46:12.600
Do you think another thousand dollar outfit would make you look better?

1101
00:46:12.600 --> 00:46:15.600
Or your high school weight?

1102
00:46:15.600 --> 00:46:18.600
Right?

1103
00:46:18.600 --> 00:46:23.600
Do you think another thousand dollar outfit would make you look better?

1104
00:46:23.600 --> 00:46:25.600
Or being rich as fuck?

1105
00:46:25.600 --> 00:46:29.600
And I say that for those of you who are thinking about it on the money side, right?

1106
00:46:29.600 --> 00:46:30.600
Like you waste money.

1107
00:46:30.600 --> 00:46:34.600
I like some of you guys have bigger shoe collections than like,

1108
00:46:34.600 --> 00:46:36.600
it's like fitness, like fitness people and shoes.

1109
00:46:36.600 --> 00:46:39.600
It's like the way, like, and little lemon and the, you know,

1110
00:46:39.600 --> 00:46:40.600
spandex.

1111
00:46:40.600 --> 00:46:42.600
It's like a hundred pieces of spand, anyways.

1112
00:46:42.600 --> 00:46:45.600
So it's like your whole wardrobe could be consolidated into a skill

1113
00:46:45.600 --> 00:46:49.600
that could buy you as many wardrubs as you want if you chose to.

1114
00:46:49.600 --> 00:46:50.600
Right?

1115
00:46:50.600 --> 00:46:51.600
Okay.

1116
00:46:51.600 --> 00:46:52.600
Rocket.

1117
00:46:52.600 --> 00:46:53.600
I don't like this certain aspect.

1118
00:46:53.600 --> 00:46:56.600
This is one of my favorite, easiest ones to hit, which is like,

1119
00:46:56.600 --> 00:46:59.600
you got to change the change.

1120
00:46:59.600 --> 00:47:00.600
Right?

1121
00:47:00.600 --> 00:47:02.600
What you have been doing has been getting what you've been getting.

1122
00:47:02.600 --> 00:47:04.600
And you got to change the change.

1123
00:47:04.600 --> 00:47:06.600
Because like, I remember I would go through meal plans with people

1124
00:47:06.600 --> 00:47:08.600
and they'd be like, well, can we change this?

1125
00:47:08.600 --> 00:47:09.600
Because this is what I eat for breakfast.

1126
00:47:09.600 --> 00:47:11.600
Can we make that the breakfast?

1127
00:47:11.600 --> 00:47:14.600
And I'm like, that breakfast makes you look like you.

1128
00:47:14.600 --> 00:47:21.600
That way you spend your first four hours of the day,

1129
00:47:21.600 --> 00:47:24.600
makes your bank account look like what it does look like.

1130
00:47:24.600 --> 00:47:26.600
Ooh.

1131
00:47:26.600 --> 00:47:27.600
Right?

1132
00:47:27.600 --> 00:47:28.600
Right?

1133
00:47:28.600 --> 00:47:29.600
Taking steps.

1134
00:47:29.600 --> 00:47:30.600
Right?

1135
00:47:30.600 --> 00:47:31.600
We're getting closer to the truth.

1136
00:47:31.600 --> 00:47:34.600
And so the thing is, is that it's going to hurt to change,

1137
00:47:34.600 --> 00:47:36.600
because change hurts.

1138
00:47:36.600 --> 00:47:38.600
And you've heard this one probably from Tony Robbins,

1139
00:47:38.600 --> 00:47:41.600
and if you have it, the question is whether the pain of staying the same

1140
00:47:41.600 --> 00:47:43.600
is greater than the pain of change.

1141
00:47:43.600 --> 00:47:44.600
And that's where you just ask someone.

1142
00:47:44.600 --> 00:47:46.600
And this isn't the help part.

1143
00:47:46.600 --> 00:47:49.600
If someone's like, the pain of staying the same is not worse than this change.

1144
00:47:49.600 --> 00:47:52.600
It's like, then girlfriend, like, gain 50 more pounds and come back.

1145
00:47:52.600 --> 00:47:53.600
You know what I mean?

1146
00:47:53.600 --> 00:47:54.600
Like, get there.

1147
00:47:54.600 --> 00:47:55.600
You know what I mean?

1148
00:47:55.600 --> 00:47:56.600
Hey, rock bottom.

1149
00:47:56.600 --> 00:47:57.600
This isn't it for you.

1150
00:47:57.600 --> 00:47:59.600
I'm being real.

1151
00:47:59.600 --> 00:48:02.600
Some people rock bottom is 12% body fat.

1152
00:48:02.600 --> 00:48:04.600
Some people, it's 500 pounds.

1153
00:48:05.600 --> 00:48:06.600
But everyone's got one.

1154
00:48:06.600 --> 00:48:08.600
You just got to know where yours is.

1155
00:48:08.600 --> 00:48:10.600
And all you really got to do is just move what rock bottom is for you,

1156
00:48:10.600 --> 00:48:12.600
which is kind of interesting, because you start making a change here,

1157
00:48:12.600 --> 00:48:15.600
which is kind of interesting as a thought.

1158
00:48:15.600 --> 00:48:17.600
But are you in enough pain?

1159
00:48:17.600 --> 00:48:19.600
Is the question you ask the person?

1160
00:48:19.600 --> 00:48:22.600
So for those of you who are unwilling to make a change,

1161
00:48:22.600 --> 00:48:24.600
because it feels contrary to like, I don't want to do,

1162
00:48:24.600 --> 00:48:25.600
I don't want to seem salally.

1163
00:48:25.600 --> 00:48:27.600
I don't want to, I don't want to help people.

1164
00:48:27.600 --> 00:48:28.600
Like whatever, right?

1165
00:48:28.600 --> 00:48:33.600
Like, is your current situation more painful than the change that you will have to go through

1166
00:48:33.600 --> 00:48:35.600
or experience to get to where you want to go?

1167
00:48:35.600 --> 00:48:37.600
And so the last one is hypothetical.

1168
00:48:37.600 --> 00:48:38.600
I actually really love this.

1169
00:48:38.600 --> 00:48:41.600
This is a great framework overall for overcoming lots of different obstacles,

1170
00:48:41.600 --> 00:48:43.600
or objections that present themselves.

1171
00:48:43.600 --> 00:48:45.600
But the hypothetical, and there's lots of ways of phrasing this,

1172
00:48:45.600 --> 00:48:47.600
which is like, you've probably heard the unicorn clothes.

1173
00:48:47.600 --> 00:48:49.600
You've probably heard like, if this were perfect, would you do it?

1174
00:48:49.600 --> 00:48:50.600
I want to scare from one to ten.

1175
00:48:50.600 --> 00:48:51.600
Where would this program be?

1176
00:48:51.600 --> 00:48:53.600
If ten was amazing and one was terrible?

1177
00:48:53.600 --> 00:48:54.600
Where is this?

1178
00:48:54.600 --> 00:48:56.600
They say a number and you say, cool, what would make it a ten?

1179
00:48:56.600 --> 00:48:57.600
Why isn't it one?

1180
00:48:57.600 --> 00:48:59.600
Like, you guys heard this scripting before?

1181
00:48:59.600 --> 00:49:01.600
So you guys are like, no, please talk slower.

1182
00:49:02.600 --> 00:49:04.600
The reason I said we have to learn the principles behind it,

1183
00:49:04.600 --> 00:49:06.600
rather than memorizing the script, is that it all is based on one thing,

1184
00:49:06.600 --> 00:49:07.600
which is hypothetical.

1185
00:49:07.600 --> 00:49:10.600
Which is, if this were perfect, would you do it?

1186
00:49:10.600 --> 00:49:12.600
Because you get a hypothetical agreement.

1187
00:49:12.600 --> 00:49:14.600
And they say, yes, if it were perfect.

1188
00:49:14.600 --> 00:49:16.600
The thing is, if this were perfect, would you do it?

1189
00:49:16.600 --> 00:49:19.600
If someone says no, then you're like, girl, okay.

1190
00:49:19.600 --> 00:49:21.600
Let's take five steps back.

1191
00:49:21.600 --> 00:49:23.600
Does my breath smell?

1192
00:49:23.600 --> 00:49:24.600
Yeah.

1193
00:49:24.600 --> 00:49:26.600
Because the thing is, they've actually told you a lot there.

1194
00:49:26.600 --> 00:49:28.600
It's like, it has nothing to do with the stuff you're talking about.

1195
00:49:28.600 --> 00:49:29.600
They don't trust you.

1196
00:49:30.600 --> 00:49:32.600
And now we can talk about that, right?

1197
00:49:32.600 --> 00:49:33.600
So it's a great question to frame.

1198
00:49:33.600 --> 00:49:34.600
Like, where are we?

1199
00:49:34.600 --> 00:49:36.600
And so it's like, if this were perfect, would you do it?

1200
00:49:36.600 --> 00:49:37.600
Sometimes they'll laugh.

1201
00:49:37.600 --> 00:49:39.600
If you ever pour the laugh, they'll say yes, right?

1202
00:49:39.600 --> 00:49:41.600
And so then you get to flip it and say,

1203
00:49:41.600 --> 00:49:43.600
then what's different between perfection and what we've got?

1204
00:49:43.600 --> 00:49:44.600
The thing is, is that people are very hard.

1205
00:49:44.600 --> 00:49:48.600
They don't actually know how to generate making a program.

1206
00:49:48.600 --> 00:49:50.600
Because they're not going to like know all the things you can deliver

1207
00:49:50.600 --> 00:49:52.600
on the spot, right?

1208
00:49:52.600 --> 00:49:56.600
And so they're like, most of the time, they'll be like, I don't know.

1209
00:49:56.600 --> 00:49:58.600
And you're like, right, well, because it sounds like

1210
00:49:58.600 --> 00:50:00.600
it's nothing to do with the program is all about to do with you.

1211
00:50:00.600 --> 00:50:02.600
So let's talk about that, right?

1212
00:50:02.600 --> 00:50:05.600
And all of a sudden, boom, one step closer to the truth.

1213
00:50:05.600 --> 00:50:06.600
Does that make sense?

1214
00:50:06.600 --> 00:50:07.600
Yeah.

1215
00:50:07.600 --> 00:50:08.600
All right.

1216
00:50:08.600 --> 00:50:10.600
And that's why we do hypotheticals.

1217
00:50:10.600 --> 00:50:12.600
So if we're perfect, what's missing?

1218
00:50:12.600 --> 00:50:15.600
And then if you can, if they do give you an answer,

1219
00:50:15.600 --> 00:50:18.600
and they're like, I just don't want to do broccoli.

1220
00:50:18.600 --> 00:50:21.600
And you're like, I do green beans, would you do it?

1221
00:50:21.600 --> 00:50:23.600
They're like, yeah, you're like, great.

1222
00:50:23.600 --> 00:50:24.600
Green beans, it is.

1223
00:50:24.600 --> 00:50:25.600
Sign here, right?

1224
00:50:25.600 --> 00:50:26.600
Right?

1225
00:50:26.600 --> 00:50:29.600
Like, some, you would be fucking amazed how many times

1226
00:50:29.600 --> 00:50:30.600
shit like that happens.

1227
00:50:30.600 --> 00:50:31.600
It's like one crazy thing.

1228
00:50:31.600 --> 00:50:32.600
It's like, well, if we didn't have that, would you do it?

1229
00:50:32.600 --> 00:50:34.600
Like, oh, yeah, sure.

1230
00:50:34.600 --> 00:50:37.600
Where were you 10 minutes ago, right?

1231
00:50:37.600 --> 00:50:38.600
And that's how you don't hypothetical.

1232
00:50:38.600 --> 00:50:40.600
Okay, we're making progress.

1233
00:50:40.600 --> 00:50:41.600
Still with me?

1234
00:50:41.600 --> 00:50:42.600
Still digging?

1235
00:50:42.600 --> 00:50:43.600
Okay.

1236
00:50:43.600 --> 00:50:46.600
Well, authority.

1237
00:50:46.600 --> 00:50:47.600
All right.

1238
00:50:47.600 --> 00:50:49.600
This is one of my favorites.

1239
00:50:49.600 --> 00:50:52.600
And so this one, instead of having three,

1240
00:50:52.600 --> 00:50:56.600
I really just have like one very good statement of reasoning

1241
00:50:56.600 --> 00:50:57.600
that you should understand.

1242
00:50:57.600 --> 00:50:58.600
Okay?

1243
00:50:58.600 --> 00:50:59.600
This is real shit.

1244
00:50:59.600 --> 00:51:02.600
So this is more of a process than it is anything else.

1245
00:51:02.600 --> 00:51:05.600
But the spouse or decision maker is not there.

1246
00:51:05.600 --> 00:51:06.600
Right?

1247
00:51:06.600 --> 00:51:09.600
Now, note for you guys, a lot of you guys have had the opportunity

1248
00:51:09.600 --> 00:51:11.600
to go talk to a spouse, but a lot of you guys don't have that

1249
00:51:11.600 --> 00:51:12.600
in your business, right?

1250
00:51:12.600 --> 00:51:14.600
Like, spouse ain't there, and they leave.

1251
00:51:14.600 --> 00:51:15.600
They're not coming back.

1252
00:51:15.600 --> 00:51:16.600
Right?

1253
00:51:16.600 --> 00:51:18.600
Or they are, but very small percentage don't wait for it.

1254
00:51:18.600 --> 00:51:19.600
Okay.

1255
00:51:19.600 --> 00:51:22.600
But what we have to do is try and sidestep it by isolating

1256
00:51:22.600 --> 00:51:24.600
the objection and casting aside the partner

1257
00:51:24.600 --> 00:51:25.600
because the partner is not there.

1258
00:51:25.600 --> 00:51:26.600
So how could they object anything?

1259
00:51:26.600 --> 00:51:28.600
They don't even fucking know who you are, right?

1260
00:51:28.600 --> 00:51:30.600
And so the idea is, and again, this is assuming,

1261
00:51:30.600 --> 00:51:32.600
if you have a really long term thing,

1262
00:51:32.600 --> 00:51:34.600
then you want the partner to be there, right?

1263
00:51:34.600 --> 00:51:35.600
Like, ideally, that's what you have.

1264
00:51:35.600 --> 00:51:36.600
But if you don't have the opportunity,

1265
00:51:36.600 --> 00:51:38.600
then you gotta go through the next step, right?

1266
00:51:38.600 --> 00:51:40.600
Which is, what do you think they wouldn't like?

1267
00:51:40.600 --> 00:51:42.600
And then they will tell you,

1268
00:51:42.600 --> 00:51:44.600
and then you just overcome the thing,

1269
00:51:44.600 --> 00:51:47.600
which has nothing to do with the spouse.

1270
00:51:47.600 --> 00:51:49.600
Because spouse isn't there, right?

1271
00:51:49.600 --> 00:51:51.600
Very easy sidestep.

1272
00:51:51.600 --> 00:51:52.600
Does that make sense?

1273
00:51:52.600 --> 00:51:53.600
This works really well.

1274
00:51:53.600 --> 00:51:54.600
It's like, why wouldn't they?

1275
00:51:54.600 --> 00:51:55.600
It's like, well, because they don't want me to fail.

1276
00:51:55.600 --> 00:51:58.600
Ooh, they don't want you to fail.

1277
00:51:58.600 --> 00:52:00.600
Let's talk about you.

1278
00:52:00.600 --> 00:52:03.600
And so this is the process that I walk through.

1279
00:52:03.600 --> 00:52:05.600
Do they approve of your current struggle?

1280
00:52:05.600 --> 00:52:07.600
They happy that you're struggling.

1281
00:52:07.600 --> 00:52:08.600
No.

1282
00:52:08.600 --> 00:52:09.600
Okay.

1283
00:52:09.600 --> 00:52:11.600
Then why would they not approve of something

1284
00:52:11.600 --> 00:52:14.600
that's gonna fix something they already don't approve of?

1285
00:52:14.600 --> 00:52:15.600
Right?

1286
00:52:15.600 --> 00:52:17.600
They're not happy with how you're currently doing.

1287
00:52:17.600 --> 00:52:18.600
Why would they be against something

1288
00:52:18.600 --> 00:52:20.600
that's already making them unhappy?

1289
00:52:20.600 --> 00:52:21.600
Right?

1290
00:52:21.600 --> 00:52:22.600
Right.

1291
00:52:22.600 --> 00:52:24.600
Well, let me ask you this.

1292
00:52:24.600 --> 00:52:25.600
And they're paused.

1293
00:52:25.600 --> 00:52:27.600
And look, if the roles were reversed,

1294
00:52:27.600 --> 00:52:30.600
and your husband needed this

1295
00:52:30.600 --> 00:52:32.600
to make what he wants his dreams happen,

1296
00:52:32.600 --> 00:52:34.600
or your wife needed this program

1297
00:52:34.600 --> 00:52:36.600
to make her dreams happen,

1298
00:52:36.600 --> 00:52:38.600
would you support her?

1299
00:52:38.600 --> 00:52:41.600
Then why would you support you?

1300
00:52:41.600 --> 00:52:42.600
Right?

1301
00:52:42.600 --> 00:52:43.600
Right.

1302
00:52:43.600 --> 00:52:45.600
And I think the real problem that we're dealing with here,

1303
00:52:45.600 --> 00:52:48.600
and this is the kicker, is for everybody,

1304
00:52:48.600 --> 00:52:52.600
is that you're asking for permission instead of support,

1305
00:52:52.600 --> 00:52:55.600
because it is your life, not theirs.

1306
00:52:55.600 --> 00:52:59.600
And what happens is, if you give that power to them,

1307
00:52:59.600 --> 00:53:02.600
and then two years from now, you're still fat,

1308
00:53:02.600 --> 00:53:05.600
you're still poor, whatever it is,

1309
00:53:05.600 --> 00:53:06.600
who are you gonna blame?

1310
00:53:06.600 --> 00:53:08.600
Them.

1311
00:53:08.600 --> 00:53:10.600
And so that's when you have a resentful marriage

1312
00:53:10.600 --> 00:53:12.600
because you didn't own your shit.

1313
00:53:12.600 --> 00:53:16.600
And so I'm not saying you shouldn't explain the decision to them,

1314
00:53:16.600 --> 00:53:19.600
but the way you explain to them is what I just said,

1315
00:53:19.600 --> 00:53:21.600
which is if I don't do this for me,

1316
00:53:21.600 --> 00:53:23.600
I'm going to end up presenting you.

1317
00:53:23.600 --> 00:53:25.600
And I don't want that.

1318
00:53:25.600 --> 00:53:27.600
And instead of me bitching to you every day

1319
00:53:27.600 --> 00:53:29.600
about how we don't have money or about how I don't like my body,

1320
00:53:29.600 --> 00:53:32.600
I'm now doing this, and I'm joining a group of support

1321
00:53:32.600 --> 00:53:34.600
of community of people just like me,

1322
00:53:34.600 --> 00:53:36.600
and crazy enough, for some reason,

1323
00:53:36.600 --> 00:53:38.600
doctors go to college, right?

1324
00:53:38.600 --> 00:53:39.600
Right?

1325
00:53:39.600 --> 00:53:40.600
That makes sense.

1326
00:53:40.600 --> 00:53:42.600
You go to medical school, lawyers go to law school,

1327
00:53:42.600 --> 00:53:44.600
but where do entrepreneurs go?

1328
00:53:44.600 --> 00:53:45.600
There's no entrepreneur school.

1329
00:53:45.600 --> 00:53:47.600
No one teaches this stuff, but it turns out

1330
00:53:47.600 --> 00:53:49.600
there are people who teach it just for this specific industry,

1331
00:53:49.600 --> 00:53:52.600
and I can take failures of a thousand people

1332
00:53:52.600 --> 00:53:54.600
and pack it into a year.

1333
00:53:54.600 --> 00:53:59.600
And it's one-tenth the price of a four-year degree.

1334
00:53:59.600 --> 00:54:00.600
Right?

1335
00:54:00.600 --> 00:54:02.600
And so instead of wanting to you what I commit to,

1336
00:54:02.600 --> 00:54:04.600
is I'm gonna show up and be a better husband,

1337
00:54:04.600 --> 00:54:05.600
a better wife, a better partner,

1338
00:54:05.600 --> 00:54:06.600
I'm not gonna bitch to you about this stuff

1339
00:54:06.600 --> 00:54:08.600
because I'm gonna take this seriously and go all in,

1340
00:54:08.600 --> 00:54:10.600
and I'm not asking for permission.

1341
00:54:10.600 --> 00:54:11.600
I'm just asking for your support.

1342
00:54:11.600 --> 00:54:13.600
All right, that's so you can overcome it,

1343
00:54:13.600 --> 00:54:15.600
because I'm be real with you.

1344
00:54:15.600 --> 00:54:18.600
It is about them, and you have to believe that.

1345
00:54:18.600 --> 00:54:20.600
Like you can't say this unless you believe it,

1346
00:54:20.600 --> 00:54:24.600
because like you will, you save marriages

1347
00:54:24.600 --> 00:54:27.600
by showing people that they're the ones in control,

1348
00:54:27.600 --> 00:54:29.600
because if they keep saying my husband's not gonna let me buy

1349
00:54:29.600 --> 00:54:32.600
a weight loss program, what do you think she's seek really sag?

1350
00:54:32.600 --> 00:54:34.600
I can't believe you won't let me do it.

1351
00:54:34.600 --> 00:54:35.600
Right?

1352
00:54:35.600 --> 00:54:37.600
If that's real, if she's using it as a foil,

1353
00:54:37.600 --> 00:54:39.600
you side step you get to self, right?

1354
00:54:39.600 --> 00:54:41.600
But that might be the real thing.

1355
00:54:41.600 --> 00:54:44.600
And if that is the thing, then you have to let them step into that.

1356
00:54:44.600 --> 00:54:49.600
And that's where having a three-day no-sput guarantee

1357
00:54:49.600 --> 00:54:51.600
or something like that is also helpful.

1358
00:54:51.600 --> 00:54:52.600
It's like, hey, sign up.

1359
00:54:52.600 --> 00:54:55.600
And I use a lot of rapport and humor in my selling.

1360
00:54:55.600 --> 00:54:59.600
And so I'd be like, hey, Cindy, if you sign up,

1361
00:54:59.600 --> 00:55:02.600
and you tell your husband, and he's upset.

1362
00:55:02.600 --> 00:55:05.600
And when he sees you, he's like, girl,

1363
00:55:05.600 --> 00:55:07.600
I don't want you to get in shape.

1364
00:55:07.600 --> 00:55:08.600
I want you to stay overweight.

1365
00:55:08.600 --> 00:55:09.600
I want you to put those sweat pants on.

1366
00:55:09.600 --> 00:55:11.600
I want you to sit on that couch, reach your hand

1367
00:55:11.600 --> 00:55:12.600
and bag of Cheetos.

1368
00:55:12.600 --> 00:55:14.600
Put the Cheetos fingers on there.

1369
00:55:14.600 --> 00:55:17.600
I want you to create generational unhealth.

1370
00:55:17.600 --> 00:55:19.600
I want you to live 10 years less long.

1371
00:55:19.600 --> 00:55:21.600
I want you to see our grandkids.

1372
00:55:21.600 --> 00:55:22.600
I don't want that, right?

1373
00:55:22.600 --> 00:55:24.600
I want to marry a younger, better you sooner

1374
00:55:24.600 --> 00:55:25.600
because you're gonna have a heart attack.

1375
00:55:25.600 --> 00:55:27.600
If he says that to you, you have him calm,

1376
00:55:27.600 --> 00:55:28.600
and then they're like cracking up.

1377
00:55:28.600 --> 00:55:29.600
And you're like, okay, okay.

1378
00:55:29.600 --> 00:55:32.600
Lesson, sign up, three day no sweat.

1379
00:55:32.600 --> 00:55:35.600
If he does tell you that he just wants you to be out of shape

1380
00:55:35.600 --> 00:55:38.600
and never leave him because he just wants you to get

1381
00:55:38.600 --> 00:55:39.600
too hot because he's insecure.

1382
00:55:39.600 --> 00:55:41.600
If he says that, yeah, just let me know.

1383
00:55:41.600 --> 00:55:44.600
So the whole time you're just joking and stuff.

1384
00:55:44.600 --> 00:55:45.600
But the three degree guarantee helps

1385
00:55:45.600 --> 00:55:47.600
nudge a lot of these people over.

1386
00:55:47.600 --> 00:55:48.600
Is that cool? You guys get that one?

1387
00:55:48.600 --> 00:55:49.600
Yes.

1388
00:55:49.600 --> 00:55:50.600
Okay.

1389
00:55:50.600 --> 00:55:54.600
So that goes for you.

1390
00:55:54.600 --> 00:55:57.600
It's about support, not permission.

1391
00:55:57.600 --> 00:55:58.600
That's the bottom line, right?

1392
00:55:58.600 --> 00:56:00.600
Support, not permission.

1393
00:56:00.600 --> 00:56:02.600
Because otherwise you're gonna blame them for your lack of dreams

1394
00:56:02.600 --> 00:56:04.600
being realized rather than blaming the person it should,

1395
00:56:04.600 --> 00:56:05.600
which is you.

1396
00:56:05.600 --> 00:56:07.600
All right, so this is avoidance.

1397
00:56:07.600 --> 00:56:08.600
Now we're getting to the core.

1398
00:56:08.600 --> 00:56:10.600
We've gotten rid of time.

1399
00:56:10.600 --> 00:56:13.600
We know that you've got time and the best time to do it is today

1400
00:56:13.600 --> 00:56:17.600
because you're gonna be busy forever, right?

1401
00:56:17.600 --> 00:56:18.600
Value?

1402
00:56:18.600 --> 00:56:20.600
We know that you can't afford it.

1403
00:56:20.600 --> 00:56:21.600
If you can't afford it, you'll buy it.

1404
00:56:21.600 --> 00:56:23.600
If you can't afford, it's a great reason to do it.

1405
00:56:23.600 --> 00:56:25.600
And if the value's there, then there's no reason not to do it

1406
00:56:25.600 --> 00:56:27.600
because it'll pay for itself, right?

1407
00:56:27.600 --> 00:56:28.600
And what's money good for anyways?

1408
00:56:28.600 --> 00:56:29.600
You're gonna pay for the program regardless.

1409
00:56:29.600 --> 00:56:31.600
You're gonna pay in less time or more time.

1410
00:56:31.600 --> 00:56:33.600
Value's not a problem.

1411
00:56:33.600 --> 00:56:34.600
Fit.

1412
00:56:34.600 --> 00:56:36.600
You've got to step into your identity, right?

1413
00:56:36.600 --> 00:56:38.600
You've got to be willing to change.

1414
00:56:38.600 --> 00:56:41.600
And the question is whether the pain that you're experiencing

1415
00:56:41.600 --> 00:56:44.600
is less than the pain of the change that takes to experience

1416
00:56:44.600 --> 00:56:46.600
the next thing, right?

1417
00:56:46.600 --> 00:56:48.600
If they step into that, they're good.

1418
00:56:48.600 --> 00:56:50.600
Because it's not about resources.

1419
00:56:50.600 --> 00:56:51.600
It's about resourcefulness.

1420
00:56:51.600 --> 00:56:53.600
So fit's not an issue.

1421
00:56:53.600 --> 00:56:55.600
Authority, they have to own it.

1422
00:56:55.600 --> 00:56:57.600
It's about support and not permission.

1423
00:56:57.600 --> 00:56:58.600
We all hear?

1424
00:56:58.600 --> 00:57:00.600
Do you feel like we've peeled the layers back on your prospects?

1425
00:57:00.600 --> 00:57:01.600
Yeah.

1426
00:57:01.600 --> 00:57:03.600
And they're just laid bare naked there.

1427
00:57:03.600 --> 00:57:06.600
You've solicited the sale.

1428
00:57:06.600 --> 00:57:09.600
Now you've got to close, all right?

1429
00:57:09.600 --> 00:57:10.600
Avoidance.

1430
00:57:10.600 --> 00:57:12.600
So now they're like, wait, what do you think about?

1431
00:57:12.600 --> 00:57:17.600
So now that we've exhausted, I'm putting this as emphasis,

1432
00:57:17.600 --> 00:57:20.600
we've exhausted all outside reasons.

1433
00:57:21.600 --> 00:57:23.600
Now we're finally talking to someone in power.

1434
00:57:23.600 --> 00:57:25.600
And that is what a good coach does.

1435
00:57:25.600 --> 00:57:26.600
We don't make decisions for people.

1436
00:57:26.600 --> 00:57:28.600
We help them make decisions.

1437
00:57:28.600 --> 00:57:30.600
So here's an I have to think about it.

1438
00:57:30.600 --> 00:57:31.600
Not sure.

1439
00:57:31.600 --> 00:57:32.600
Give me a hand.

1440
00:57:32.600 --> 00:57:34.600
Who's dealt with someone who just thinks that way.

1441
00:57:34.600 --> 00:57:35.600
All right.

1442
00:57:35.600 --> 00:57:36.600
At least one person.

1443
00:57:36.600 --> 00:57:37.600
Oh, I guess that.

1444
00:57:37.600 --> 00:57:38.600
You guys are great.

1445
00:57:38.600 --> 00:57:39.600
So this is how I divide this up.

1446
00:57:39.600 --> 00:57:41.600
Past, present, future.

1447
00:57:41.600 --> 00:57:43.600
And so hopefully this should already, before I dive into these,

1448
00:57:43.600 --> 00:57:45.600
give you simple frameworks to work through.

1449
00:57:45.600 --> 00:57:46.600
Time.

1450
00:57:46.600 --> 00:57:48.600
You've got macro, micro, when then, right?

1451
00:57:48.600 --> 00:57:49.600
You've got value.

1452
00:57:49.600 --> 00:57:51.600
You're thinking about, it's not a lot of money.

1453
00:57:51.600 --> 00:57:53.600
Even if it were a lot of money, it's not a lot of money.

1454
00:57:53.600 --> 00:57:54.600
You're going to pay for it either way.

1455
00:57:54.600 --> 00:57:56.600
You have the simple frameworks that you can walk through.

1456
00:57:56.600 --> 00:57:57.600
You might just hit them with one.

1457
00:57:57.600 --> 00:57:59.600
If they hit it with again, you hit them with the other angle.

1458
00:57:59.600 --> 00:58:00.600
Because they're logical frameworks.

1459
00:58:00.600 --> 00:58:01.600
They're not scripts.

1460
00:58:01.600 --> 00:58:02.600
That's why I made them bubbles.

1461
00:58:02.600 --> 00:58:03.600
You don't have to memorize.

1462
00:58:03.600 --> 00:58:04.600
It's got to understand it.

1463
00:58:04.600 --> 00:58:05.600
Past.

1464
00:58:05.600 --> 00:58:07.600
So I need to think about it.

1465
00:58:07.600 --> 00:58:10.600
And so the thing is, and the first bubble there,

1466
00:58:10.600 --> 00:58:12.600
is if someone's like, I feel like this is happening so fast.

1467
00:58:12.600 --> 00:58:13.600
And we'll get that one.

1468
00:58:13.600 --> 00:58:15.600
Like, I just got on the phone with you.

1469
00:58:15.600 --> 00:58:16.600
I don't really know who you are.

1470
00:58:16.600 --> 00:58:18.600
And you're like, hey, this is not a fast decision.

1471
00:58:18.600 --> 00:58:20.600
You've been making this decision for the last six years.

1472
00:58:20.600 --> 00:58:21.600
You continually make this decision.

1473
00:58:21.600 --> 00:58:23.600
All we're doing to say is that you're actually

1474
00:58:23.600 --> 00:58:24.600
going to do something about it.

1475
00:58:24.600 --> 00:58:26.600
How long you want it to lose weight?

1476
00:58:26.600 --> 00:58:27.600
A long time.

1477
00:58:27.600 --> 00:58:29.600
So this is not a fast decision at all.

1478
00:58:29.600 --> 00:58:33.600
But the thing is, is that, and this is where you go to some cost.

1479
00:58:33.600 --> 00:58:37.600
So if I were talking to you guys, I would say, you bought tickets

1480
00:58:37.600 --> 00:58:39.600
because you saw some ad.

1481
00:58:39.600 --> 00:58:40.600
You registered there.

1482
00:58:40.600 --> 00:58:41.600
You got your flights.

1483
00:58:41.600 --> 00:58:42.600
You got a hotel.

1484
00:58:42.600 --> 00:58:43.600
You blocked the time.

1485
00:58:43.600 --> 00:58:45.600
You flew here.

1486
00:58:45.600 --> 00:58:47.600
You listened to this whole thing.

1487
00:58:47.600 --> 00:58:49.600
You're six inches from gold.

1488
00:58:49.600 --> 00:58:51.600
This isn't a fast decision at all.

1489
00:58:51.600 --> 00:58:53.600
You did all these things to get here because it's important to you.

1490
00:58:53.600 --> 00:58:57.600
So don't let that distortion stop you from getting what you want.

1491
00:58:57.600 --> 00:58:58.600
Right?

1492
00:58:58.600 --> 00:58:59.600
It's fear.

1493
00:58:59.600 --> 00:59:00.600
Right?

1494
00:59:00.600 --> 00:59:01.600
Let's face that.

1495
00:59:01.600 --> 00:59:02.600
What are you afraid of having happened?

1496
00:59:02.600 --> 00:59:04.600
Which, by the way, I took the slide out.

1497
00:59:04.600 --> 00:59:08.600
But my two favorite questions to ask in a sale that I feel like

1498
00:59:08.600 --> 00:59:10.600
are the fastest to cut through.

1499
00:59:10.600 --> 00:59:13.600
Is what are you most afraid of having happened if you buy?

1500
00:59:14.600 --> 00:59:15.600
What are you most afraid of?

1501
00:59:15.600 --> 00:59:18.600
What's the worst thing that you envision in your mind?

1502
00:59:18.600 --> 00:59:20.600
And if they're not sure I just fill in the blanks, I'm like,

1503
00:59:20.600 --> 00:59:21.600
I take your credit card.

1504
00:59:21.600 --> 00:59:23.600
I swipe over as much as I possible can.

1505
00:59:23.600 --> 00:59:24.600
I go to Vegas.

1506
00:59:24.600 --> 00:59:25.600
I put it all on black.

1507
00:59:25.600 --> 00:59:27.600
And then I go to Monaco where they can't extra-dyden me.

1508
00:59:27.600 --> 00:59:28.600
Fair enough?

1509
00:59:28.600 --> 00:59:29.600
And they're like, I was not thinking that.

1510
00:59:29.600 --> 00:59:30.600
And you're like, right.

1511
00:59:30.600 --> 00:59:32.600
So what's the worst thing?

1512
00:59:32.600 --> 00:59:34.600
You know, what's the real thing?

1513
00:59:34.600 --> 00:59:38.600
And they're like, you know, I just have bought so many programs before.

1514
00:59:38.600 --> 00:59:39.600
You're like, right.

1515
00:59:39.600 --> 00:59:40.600
Let's talk about that.

1516
00:59:40.600 --> 00:59:41.600
Right?

1517
00:59:41.600 --> 00:59:44.600
And so I'm going to skip one forward and then I'm going to go back to it.

1518
00:59:44.600 --> 00:59:48.600
This is one of my favorite obstacle or objection overcomes.

1519
00:59:48.600 --> 00:59:50.600
It's, I call, don't let it burn you twice.

1520
00:59:50.600 --> 00:59:52.600
And this, literally, you can see the date.

1521
00:59:52.600 --> 00:59:53.600
It happened yesterday.

1522
00:59:53.600 --> 00:59:55.600
This girl texted me or mess April 6th.

1523
00:59:55.600 --> 00:59:58.600
She said, it's crazy to think that I had a sales call with you six years ago

1524
00:59:58.600 --> 01:00:00.600
and I'm kicking myself in the butt for not jumping on.

1525
01:00:00.600 --> 01:00:01.600
This is yesterday.

1526
01:00:01.600 --> 01:00:02.600
Right?

1527
01:00:02.600 --> 01:00:03.600
Like, I don't even know the company anymore.

1528
01:00:03.600 --> 01:00:05.600
And I said, you let a bad decision burn you twice.

1529
01:00:05.600 --> 01:00:06.600
Once when you made your poor investment,

1530
01:00:06.600 --> 01:00:10.600
but a second time when you let that bad investment stop you from a good investment.

1531
01:00:11.600 --> 01:00:14.600
It would be like, anybody ever have a boyfriend or girlfriend

1532
01:00:14.600 --> 01:00:17.600
in middle school or high school that they're not currently married to?

1533
01:00:17.600 --> 01:00:18.600
Anyone?

1534
01:00:18.600 --> 01:00:20.600
Just like, just, come on.

1535
01:00:20.600 --> 01:00:21.600
Help me out here.

1536
01:00:21.600 --> 01:00:22.600
Okay.

1537
01:00:22.600 --> 01:00:26.600
It would be like having a bad eighth grade boyfriend or girlfriend

1538
01:00:26.600 --> 01:00:27.600
and being like, you know what?

1539
01:00:27.600 --> 01:00:28.600
Men aren't for me.

1540
01:00:28.600 --> 01:00:32.600
All coaches suck.

1541
01:00:32.600 --> 01:00:33.600
Right?

1542
01:00:33.600 --> 01:00:35.600
There's good coaches, there's bad coaches.

1543
01:00:35.600 --> 01:00:37.600
There's crazy ass bitches and there's crazy ass dudes.

1544
01:00:37.600 --> 01:00:38.600
You know what I mean?

1545
01:00:38.600 --> 01:00:39.600
Like, there's also good ones.

1546
01:00:39.600 --> 01:00:43.600
And so things, if you stop, if you let the bad one prevent you from the good one,

1547
01:00:43.600 --> 01:00:45.600
you get burned by being with the bad one.

1548
01:00:45.600 --> 01:00:48.600
And because you let the bad one control your next decision.

1549
01:00:48.600 --> 01:00:49.600
Right?

1550
01:00:49.600 --> 01:00:53.600
And so when someone has had a bad experience with doing keto or whatever the fuck.

1551
01:00:53.600 --> 01:00:54.600
Right?

1552
01:00:54.600 --> 01:00:58.600
Or you had a bad experience with some program that you did or did not do or they didn't...

1553
01:00:58.600 --> 01:00:59.600
Whatever.

1554
01:00:59.600 --> 01:01:03.600
Either way, don't let that burn you twice because no matter what you're gonna have to do,

1555
01:01:03.600 --> 01:01:05.600
you're gonna have to do these actions.

1556
01:01:05.600 --> 01:01:07.600
Whether you're part of the program or not.

1557
01:01:07.600 --> 01:01:08.600
You're gonna do these workouts.

1558
01:01:08.600 --> 01:01:09.600
Whether you're part of the program or not.

1559
01:01:09.600 --> 01:01:10.600
It doesn't matter.

1560
01:01:10.600 --> 01:01:11.600
You're gonna have to do it.

1561
01:01:11.600 --> 01:01:14.600
So you might as well do it, but somebody's gonna get you there faster, right?

1562
01:01:14.600 --> 01:01:15.600
Let me go back one more quick.

1563
01:01:15.600 --> 01:01:18.600
So, it's not a fast decision.

1564
01:01:18.600 --> 01:01:20.600
And this is another one that I love, which is,

1565
01:01:20.600 --> 01:01:24.600
do you think that you're maybe in this position because you have struggled to make a decision in the past?

1566
01:01:24.600 --> 01:01:27.600
You have waffled when it came time to make the hard call.

1567
01:01:27.600 --> 01:01:30.600
Have you been in this conversation and said no before?

1568
01:01:30.600 --> 01:01:31.600
Yeah.

1569
01:01:31.600 --> 01:01:33.600
Do you think that's why you're here?

1570
01:01:33.600 --> 01:01:34.600
Yeah.

1571
01:01:34.600 --> 01:01:37.600
Do you think that might be the reason you should change that?

1572
01:01:37.600 --> 01:01:38.600
Yeah.

1573
01:01:38.600 --> 01:01:39.600
Okay.

1574
01:01:39.600 --> 01:01:40.600
Let's change it.

1575
01:01:40.600 --> 01:01:41.600
One decision.

1576
01:01:41.600 --> 01:01:42.600
Change your life.

1577
01:01:42.600 --> 01:01:43.600
And the last one is like,

1578
01:01:43.600 --> 01:01:45.600
are you tired of another year of almost?

1579
01:01:45.600 --> 01:01:46.600
Right?

1580
01:01:46.600 --> 01:01:48.600
Tired of another year of almost hitting your goals,

1581
01:01:48.600 --> 01:01:50.600
of almost getting to 10k a month of,

1582
01:01:50.600 --> 01:01:53.600
of almost, you know, piring the team that you wanted,

1583
01:01:53.600 --> 01:01:55.600
of almost retiring your, your wife or husband,

1584
01:01:55.600 --> 01:01:57.600
or almost moving into the neighborhood that you wanted to move into,

1585
01:01:57.600 --> 01:01:59.600
or almost being able to pay for your kids recreational sports

1586
01:01:59.600 --> 01:02:01.600
rather than not being able to because you can afford it.

1587
01:02:01.600 --> 01:02:03.600
You're tired of another year of almost.

1588
01:02:03.600 --> 01:02:04.600
Well, if you're tired of another year of almost,

1589
01:02:04.600 --> 01:02:07.600
then we can't do what we're doing to get here for another year,

1590
01:02:07.600 --> 01:02:09.600
because we're going to get another year of almost.

1591
01:02:09.600 --> 01:02:11.600
And so the question isn't what it costs you,

1592
01:02:11.600 --> 01:02:15.600
but how much has it cost you to not decide up to this point?

1593
01:02:15.600 --> 01:02:16.600
Right?

1594
01:02:16.600 --> 01:02:18.600
The cost of inaction.

1595
01:02:18.600 --> 01:02:21.600
And I think that when we think about our lives in reverse,

1596
01:02:21.600 --> 01:02:23.600
we never regret the things that we did,

1597
01:02:23.600 --> 01:02:25.600
we regret the things we didn't do.

1598
01:02:25.600 --> 01:02:27.600
The opportunity is that we let pass by.

1599
01:02:27.600 --> 01:02:29.600
And I think that if you can let that person step into that power,

1600
01:02:29.600 --> 01:02:31.600
they will make the decision to help themselves.

1601
01:02:31.600 --> 01:02:33.600
Like this person did not.

1602
01:02:33.600 --> 01:02:35.600
All right, present.

1603
01:02:35.600 --> 01:02:37.600
So, depends on what you're talking to.

1604
01:02:37.600 --> 01:02:39.600
If someone's talking about past stuff, then you do with the past stuff.

1605
01:02:39.600 --> 01:02:41.600
The second frame for avoidance is present,

1606
01:02:41.600 --> 01:02:43.600
which is they just don't know how to make a fucking decision.

1607
01:02:43.600 --> 01:02:44.600
Right?

1608
01:02:44.600 --> 01:02:46.600
And so you have to help them make a decision.

1609
01:02:46.600 --> 01:02:48.600
And so this one, the rocking chair,

1610
01:02:48.600 --> 01:02:49.600
is one that I just, for some reason,

1611
01:02:49.600 --> 01:02:50.600
have used a tremendous amount of time,

1612
01:02:50.600 --> 01:02:52.600
especially when I was selling weight loss.

1613
01:02:52.600 --> 01:02:55.600
Is it be like, I just really, really need to think about it.

1614
01:02:55.600 --> 01:02:57.600
I feel like totally understand.

1615
01:02:57.600 --> 01:02:59.600
Well, let's walk through what that looks like.

1616
01:02:59.600 --> 01:03:01.600
Like, go home, sit in the rocking chair.

1617
01:03:01.600 --> 01:03:03.600
You know, smoke a cigarette because, of course, you're not healthy yet, right?

1618
01:03:03.600 --> 01:03:05.600
You'll quit when you're healthy, right?

1619
01:03:05.600 --> 01:03:07.600
You're smoking your cigarette and you're like, hmm,

1620
01:03:07.600 --> 01:03:09.600
am I going to do this weight loss program?

1621
01:03:09.600 --> 01:03:11.600
You're just sitting there and just staring at the clouds.

1622
01:03:11.600 --> 01:03:12.600
I wonder, no, of course not.

1623
01:03:12.600 --> 01:03:13.600
You're getting your car and then you're going to realize

1624
01:03:13.600 --> 01:03:14.600
you've got to pick up Timmy from soccer practice.

1625
01:03:14.600 --> 01:03:15.600
You've got to get groceries.

1626
01:03:15.600 --> 01:03:16.600
You've got to cook.

1627
01:03:16.600 --> 01:03:17.600
You've got to clean.

1628
01:03:17.600 --> 01:03:18.600
You've got to pick up, you know, good to do laundry.

1629
01:03:18.600 --> 01:03:19.600
You've got to do all these things, right?

1630
01:03:19.600 --> 01:03:21.600
And then three, four, five days from there,

1631
01:03:21.600 --> 01:03:22.600
you're going to put on that old pair of jeans

1632
01:03:22.600 --> 01:03:23.600
and it's not going to fit.

1633
01:03:23.600 --> 01:03:25.600
You're going to be like, fuck.

1634
01:03:25.600 --> 01:03:28.600
And just there, you'll have made the decision.

1635
01:03:28.600 --> 01:03:30.600
You'll keep living your life.

1636
01:03:30.600 --> 01:03:32.600
And so let's just make it now.

1637
01:03:32.600 --> 01:03:35.600
Because the reality is that it doesn't take information to make decisions.

1638
01:03:35.600 --> 01:03:37.600
Sorry, I just don't take time to make decisions.

1639
01:03:37.600 --> 01:03:38.600
It takes information.

1640
01:03:38.600 --> 01:03:41.600
And I'm the only source of information you got.

1641
01:03:41.600 --> 01:03:42.600
So let's talk.

1642
01:03:42.600 --> 01:03:43.600
I'm here.

1643
01:03:43.600 --> 01:03:44.600
I'm here for you.

1644
01:03:44.600 --> 01:03:45.600
Let's do it, right?

1645
01:03:45.600 --> 01:03:46.600
Because that's the fallacy.

1646
01:03:46.600 --> 01:03:49.600
Is that people think they need more time to make decisions

1647
01:03:49.600 --> 01:03:52.600
because they assume they will get more information in that time.

1648
01:03:52.600 --> 01:03:55.600
But if you are the source of the information,

1649
01:03:55.600 --> 01:03:57.600
then time does not help them.

1650
01:03:57.600 --> 01:03:59.600
And so let's confront it now.

1651
01:03:59.600 --> 01:04:01.600
And let me answer the questions you have to make the decision.

1652
01:04:01.600 --> 01:04:02.600
One way or another.

1653
01:04:02.600 --> 01:04:03.600
Does that make sense?

1654
01:04:03.600 --> 01:04:04.600
Yeah.

1655
01:04:04.600 --> 01:04:05.600
All right.

1656
01:04:05.600 --> 01:04:07.600
And so then they're like, well, then fuck.

1657
01:04:07.600 --> 01:04:08.600
How do I make a decision?

1658
01:04:08.600 --> 01:04:09.600
You're like, glad, yes.

1659
01:04:09.600 --> 01:04:11.600
So there's three things that we got to understand.

1660
01:04:11.600 --> 01:04:13.600
Do you believe that this product of service

1661
01:04:13.600 --> 01:04:15.600
is going to help you achieve what you want?

1662
01:04:15.600 --> 01:04:16.600
Yes or no?

1663
01:04:16.600 --> 01:04:18.600
They're going to say yes, right?

1664
01:04:18.600 --> 01:04:20.600
If they don't, you can confront it.

1665
01:04:20.600 --> 01:04:23.600
Note, all of these are confronting decisions.

1666
01:04:23.600 --> 01:04:25.600
So we've moved all the way down the onion, right?

1667
01:04:25.600 --> 01:04:26.600
We're at truth now.

1668
01:04:26.600 --> 01:04:31.600
And all, like the theme of the last bullet is confrontation.

1669
01:04:31.600 --> 01:04:33.600
We have to confront the decision.

1670
01:04:33.600 --> 01:04:35.600
We got to peel it back and be like, are we going to do this or not?

1671
01:04:35.600 --> 01:04:36.600
Right?

1672
01:04:36.600 --> 01:04:37.600
Because we already got out the time.

1673
01:04:37.600 --> 01:04:38.600
We got out the fit.

1674
01:04:38.600 --> 01:04:39.600
We got out the spit.

1675
01:04:39.600 --> 01:04:40.600
We got everything out of the way.

1676
01:04:40.600 --> 01:04:41.600
It's just you.

1677
01:04:41.600 --> 01:04:44.600
Do you think that this is going to help you get closer to your goals?

1678
01:04:44.600 --> 01:04:45.600
Yes or no?

1679
01:04:45.600 --> 01:04:46.600
Two.

1680
01:04:46.600 --> 01:04:48.600
Do you trust me to fulfill my word?

1681
01:04:48.600 --> 01:04:49.600
That I said, I'm going to help you.

1682
01:04:49.600 --> 01:04:50.600
I'm going to do these calls.

1683
01:04:50.600 --> 01:04:51.600
I'm going to do these workouts.

1684
01:04:51.600 --> 01:04:52.600
I'm going to do whatever.

1685
01:04:52.600 --> 01:04:53.600
Right?

1686
01:04:53.600 --> 01:04:54.600
Three.

1687
01:04:54.600 --> 01:04:55.600
This is probably the most important one.

1688
01:04:55.600 --> 01:04:57.600
Do you think it'll work for you?

1689
01:04:57.600 --> 01:04:59.600
And if they say no, you say why not?

1690
01:04:59.600 --> 01:05:01.600
And then they have to defend why not?

1691
01:05:01.600 --> 01:05:02.600
And then it's very easy.

1692
01:05:02.600 --> 01:05:04.600
At that point, it's a six inch putt.

1693
01:05:04.600 --> 01:05:05.600
Right?

1694
01:05:05.600 --> 01:05:06.600
And once they say yes to all three,

1695
01:05:06.600 --> 01:05:07.600
which is usually what will happen.

1696
01:05:07.600 --> 01:05:08.600
They're like, cool.

1697
01:05:08.600 --> 01:05:09.600
We'll make the decision together.

1698
01:05:09.600 --> 01:05:10.600
Do you know how to make the decision?

1699
01:05:10.600 --> 01:05:11.600
They'll say no.

1700
01:05:11.600 --> 01:05:12.600
You go through the three.

1701
01:05:12.600 --> 01:05:13.600
And the last question is, they said yes, yes, yes.

1702
01:05:13.600 --> 01:05:16.600
It's just, do you have or have access to the amount of money

1703
01:05:16.600 --> 01:05:17.600
to get started?

1704
01:05:17.600 --> 01:05:18.600
Do you have the MX?

1705
01:05:18.600 --> 01:05:20.600
Do you want to help you enroll in an MX?

1706
01:05:20.600 --> 01:05:21.600
Because I want to help you.

1707
01:05:21.600 --> 01:05:23.600
I'm good either way.

1708
01:05:23.600 --> 01:05:25.600
But if you believe that this is going to help you get closer,

1709
01:05:25.600 --> 01:05:27.600
you believe that what I'm saying is true,

1710
01:05:27.600 --> 01:05:29.600
and you believe that you can be successful,

1711
01:05:29.600 --> 01:05:30.600
it's my more obligation to get you going.

1712
01:05:30.600 --> 01:05:32.600
And do everything in my power to help you get the money

1713
01:05:32.600 --> 01:05:33.600
or get access to it.

1714
01:05:33.600 --> 01:05:35.600
Because the real world, if I was giving you a Ferrari right now

1715
01:05:35.600 --> 01:05:37.600
for $5,000, you'd find the money.

1716
01:05:37.600 --> 01:05:39.600
If you're landlord and needed to come up with $10,000,

1717
01:05:39.600 --> 01:05:41.600
because you had background and payroll,

1718
01:05:41.600 --> 01:05:42.600
you'd find the money.

1719
01:05:42.600 --> 01:05:43.600
So find the money.

1720
01:05:43.600 --> 01:05:44.600
Let's do it.

1721
01:05:44.600 --> 01:05:45.600
Right?

1722
01:05:45.600 --> 01:05:47.600
Three.

1723
01:05:47.600 --> 01:05:49.600
Who wants to make informed decisions?

1724
01:05:49.600 --> 01:05:52.600
Yes.

1725
01:05:52.600 --> 01:05:56.600
How can you make an informed decision if you haven't even tried it?

1726
01:05:56.600 --> 01:06:00.600
So this is when you have some element of trial in the program

1727
01:06:00.600 --> 01:06:03.600
or some sort of guarantee, which is why I have a big fan of guarantees.

1728
01:06:03.600 --> 01:06:07.600
It's like, well, you can't make the decision to buy

1729
01:06:07.600 --> 01:06:09.600
that's informed until you're on the inside.

1730
01:06:09.600 --> 01:06:11.600
So I'm not even asking to make a decision right now.

1731
01:06:11.600 --> 01:06:13.600
I'm just actually making informed decision

1732
01:06:13.600 --> 01:06:15.600
which you can only do on the inside.

1733
01:06:15.600 --> 01:06:17.600
And if after 30 days, I'm not what I said,

1734
01:06:17.600 --> 01:06:18.600
this product doesn't do what I told you.

1735
01:06:18.600 --> 01:06:21.600
I didn't fulfill my promise and you don't think it's going to work for you.

1736
01:06:21.600 --> 01:06:23.600
You let me know I'll give you the money back.

1737
01:06:23.600 --> 01:06:24.600
Low pressure.

1738
01:06:24.600 --> 01:06:27.600
You get someone to decide, but not deciding.

1739
01:06:27.600 --> 01:06:28.600
Even easier.

1740
01:06:28.600 --> 01:06:29.600
Does that make sense?

1741
01:06:29.600 --> 01:06:30.600
Yeah.

1742
01:06:30.600 --> 01:06:31.600
I think that'll help you close.

1743
01:06:31.600 --> 01:06:32.600
Yeah.

1744
01:06:32.600 --> 01:06:33.600
All right.

1745
01:06:33.600 --> 01:06:36.600
And then this one is, it depends on who you're selling to,

1746
01:06:36.600 --> 01:06:38.600
but sometimes if you're a logical person,

1747
01:06:38.600 --> 01:06:40.600
it's like, do you know what deciding even means?

1748
01:06:40.600 --> 01:06:42.600
Like where the etymology of the work comes from?

1749
01:06:42.600 --> 01:06:45.600
It's decadere, which is laden, which means to cut off,

1750
01:06:45.600 --> 01:06:46.600
to kill off.

1751
01:06:46.600 --> 01:06:51.600
And so the question is, which future are we killing off today?

1752
01:06:51.600 --> 01:06:55.600
Are we killing off the future of the dreams that you want?

1753
01:06:55.600 --> 01:06:57.600
Are we killing off the future?

1754
01:06:57.600 --> 01:06:58.600
Sorry.

1755
01:06:58.600 --> 01:07:02.600
Are we killing off the future of not doing anything?

1756
01:07:02.600 --> 01:07:05.600
And the life that you've lived up to this point.

1757
01:07:05.600 --> 01:07:07.600
Because indecision is a decision.

1758
01:07:07.600 --> 01:07:09.600
Inaction is an active decision, right?

1759
01:07:09.600 --> 01:07:11.600
And so it's just, which one are we killing today?

1760
01:07:11.600 --> 01:07:12.600
Are we killing your dreams?

1761
01:07:12.600 --> 01:07:14.600
Are we killing your past?

1762
01:07:14.600 --> 01:07:15.600
Second and last one.

1763
01:07:15.600 --> 01:07:16.600
Future.

1764
01:07:16.600 --> 01:07:17.600
So we talked about past.

1765
01:07:17.600 --> 01:07:19.600
So if they're thinking about the past, things that hurt them

1766
01:07:19.600 --> 01:07:21.600
don't let it burn you twice, et cetera, right?

1767
01:07:21.600 --> 01:07:23.600
They don't know how to make a decision, rocking chair.

1768
01:07:23.600 --> 01:07:24.600
This is how you make a decision.

1769
01:07:24.600 --> 01:07:25.600
Three things.

1770
01:07:25.600 --> 01:07:26.600
You have access to money.

1771
01:07:26.600 --> 01:07:27.600
Great.

1772
01:07:27.600 --> 01:07:28.600
Let's get going.

1773
01:07:28.600 --> 01:07:29.600
You want to kill your past.

1774
01:07:29.600 --> 01:07:30.600
You want to kill your future, right?

1775
01:07:30.600 --> 01:07:31.600
Awesome.

1776
01:07:31.600 --> 01:07:32.600
We're talking about the future.

1777
01:07:32.600 --> 01:07:35.600
This is actually magnifying pain, which is cool.

1778
01:07:35.600 --> 01:07:36.600
You got here.

1779
01:07:36.600 --> 01:07:38.600
It's been five years you've been struggling.

1780
01:07:38.600 --> 01:07:40.600
How's another five years sound?

1781
01:07:40.600 --> 01:07:42.600
What if we just keep doing, let's go with indecision.

1782
01:07:42.600 --> 01:07:43.600
Let's look at it.

1783
01:07:43.600 --> 01:07:46.600
What does five years of you doing what you've been doing look like?

1784
01:07:46.600 --> 01:07:48.600
And is that a place you want to be?

1785
01:07:48.600 --> 01:07:49.600
No?

1786
01:07:49.600 --> 01:07:50.600
You got to change the change.

1787
01:07:50.600 --> 01:07:52.600
Let's do it, right?

1788
01:07:52.600 --> 01:07:54.600
And then you go right into, let's consider the options.

1789
01:07:54.600 --> 01:07:58.600
Which is like, this is logic, right?

1790
01:07:58.600 --> 01:08:01.600
So let's consider the options.

1791
01:08:01.600 --> 01:08:03.600
Option one, you do the thing.

1792
01:08:03.600 --> 01:08:05.600
You get the result.

1793
01:08:05.600 --> 01:08:06.600
Life is awesome.

1794
01:08:06.600 --> 01:08:09.600
Option two, you don't do the thing.

1795
01:08:09.600 --> 01:08:10.600
You don't get the results.

1796
01:08:10.600 --> 01:08:11.600
You didn't do the thing.

1797
01:08:11.600 --> 01:08:14.600
Option three, you do the thing, but then you don't get the result.

1798
01:08:14.600 --> 01:08:16.600
All these are the options that can happen in front of you.

1799
01:08:16.600 --> 01:08:21.600
Because we have a guarantee, they're all risk-free, except for one of them.

1800
01:08:21.600 --> 01:08:24.600
Only one of them has a true guarantee of not getting you where you want,

1801
01:08:24.600 --> 01:08:25.600
which is walking out the door.

1802
01:08:25.600 --> 01:08:27.600
So which risk-free option you want?

1803
01:08:27.600 --> 01:08:30.600
The one that's risk-free, that guarantees that you're not going to get there,

1804
01:08:30.600 --> 01:08:34.600
or the one that's risk-free and has the potential to get you where you want to go.

1805
01:08:34.600 --> 01:08:35.600
Right?

1806
01:08:35.600 --> 01:08:37.600
That's not an emotional close.

1807
01:08:37.600 --> 01:08:38.600
It's logic.

1808
01:08:38.600 --> 01:08:41.600
And if you have an offer that's set up that way, you should be able to close most people,

1809
01:08:41.600 --> 01:08:43.600
as long as they don't think you're an asshole.

1810
01:08:43.600 --> 01:08:44.600
Right?

1811
01:08:44.600 --> 01:08:45.600
Okay.

1812
01:08:45.600 --> 01:08:48.600
This is one that's more around urgency, because again, this is avoidance.

1813
01:08:48.600 --> 01:08:53.600
If someone says, I'm still not sure I want to think about it more, whatever,

1814
01:08:53.600 --> 01:08:55.600
you say, well, you're not going to struggle forever, right?

1815
01:08:55.600 --> 01:08:57.600
Like, you don't want to struggle forever.

1816
01:08:57.600 --> 01:09:00.600
You're going to do something about this, whether it's weight loss, business, whatever.

1817
01:09:00.600 --> 01:09:01.600
They're going to say yes.

1818
01:09:01.600 --> 01:09:05.600
They're like, well, if you're going to fix your business eventually,

1819
01:09:05.600 --> 01:09:10.600
you might as well start fixing it now, so you can start enjoying the fruits of that labor sooner.

1820
01:09:10.600 --> 01:09:13.600
Would you prefer making more money faster or slower?

1821
01:09:13.600 --> 01:09:14.600
What's your preference?

1822
01:09:14.600 --> 01:09:15.600
Great.

1823
01:09:15.600 --> 01:09:17.600
So if you're going to do it eventually, you might as well do it now.

1824
01:09:17.600 --> 01:09:18.600
Does that make sense?

1825
01:09:18.600 --> 01:09:19.600
It's a little nudge.

1826
01:09:19.600 --> 01:09:23.600
This is a final one that I just really like from a frame of perspective, which is,

1827
01:09:23.600 --> 01:09:26.600
instead of, like, this has to be my savior.

1828
01:09:26.600 --> 01:09:30.600
This program has to get me to an high-fb pro bikini body,

1829
01:09:30.600 --> 01:09:32.600
and I'm 100 pounds overweight.

1830
01:09:32.600 --> 01:09:34.600
Probably not realistic, right?

1831
01:09:35.600 --> 01:09:37.600
Reframed the question is,

1832
01:09:37.600 --> 01:09:40.600
do you think that making the decision is going to be

1833
01:09:40.600 --> 01:09:43.600
help you get closer or further from your goal?

1834
01:09:43.600 --> 01:09:44.600
That's it.

1835
01:09:44.600 --> 01:09:46.600
Because if we keep making decisions that keep getting us closer,

1836
01:09:46.600 --> 01:09:48.600
we will get there eventually.

1837
01:09:48.600 --> 01:09:51.600
But if we make decisions that get us further away, we will not get there.

1838
01:09:51.600 --> 01:09:53.600
And so do you think that this is going to get you closer to your goal?

1839
01:09:53.600 --> 01:09:54.600
Then what you're currently doing?

1840
01:09:54.600 --> 01:09:55.600
Yes.

1841
01:09:55.600 --> 01:09:56.600
What are we waiting for?

1842
01:09:56.600 --> 01:09:57.600
We don't need to be snipers.

1843
01:09:57.600 --> 01:09:59.600
We need to be directionally right.

1844
01:09:59.600 --> 01:10:00.600
We do that long enough.

1845
01:10:00.600 --> 01:10:01.600
We'll get there.

1846
01:10:01.600 --> 01:10:02.600
Does that make sense?

1847
01:10:02.600 --> 01:10:05.600
That helps you, too, because we have this fear of perfectionism.

1848
01:10:05.600 --> 01:10:07.600
Is this going to be the one?

1849
01:10:07.600 --> 01:10:08.600
Probably not.

1850
01:10:08.600 --> 01:10:10.600
But it will get you fucking weight closer.

1851
01:10:10.600 --> 01:10:11.600
Right?

1852
01:10:11.600 --> 01:10:14.600
Because I can tell you, there's no one program that changed my life.

1853
01:10:14.600 --> 01:10:18.600
But the decision to buy education changed my life forever.

1854
01:10:18.600 --> 01:10:19.600
Does that make sense?

1855
01:10:19.600 --> 01:10:20.600
Yeah.

1856
01:10:20.600 --> 01:10:21.600
All right.

1857
01:10:21.600 --> 01:10:22.600
Boom.

1858
01:10:22.600 --> 01:10:24.600
And so let me look at the top.

1859
01:10:24.600 --> 01:10:25.600
We have no reasons left.

1860
01:10:25.600 --> 01:10:28.600
Not to own the power that you have.

1861
01:10:28.600 --> 01:10:30.600
It's just you.

1862
01:10:30.600 --> 01:10:31.600
All right.

1863
01:10:31.600 --> 01:10:32.600
And here's bonus number six.

1864
01:10:32.600 --> 01:10:37.600
And you can use this as one of, like, there are some closes that you use all the time you always go back to.

1865
01:10:37.600 --> 01:10:38.600
Right?

1866
01:10:38.600 --> 01:10:42.600
The reason you are telling yourself not to do this is the reason you need to do it.

1867
01:10:42.600 --> 01:10:43.600
How long do you want?

1868
01:10:43.600 --> 01:10:46.600
I can't afford this to be on your list of problems in life.

1869
01:10:46.600 --> 01:10:50.600
The fact that you don't have time is the very reason you need to do this.

1870
01:10:50.600 --> 01:10:54.600
The fact that you're so dependent on your spouse is the reason you need to take this decision and own it.

1871
01:10:54.600 --> 01:10:55.600
Right?

1872
01:10:56.600 --> 01:11:00.600
The fact that you're not sure about the person that you want to be is the very reason that we're going to help you get it in this program.

1873
01:11:00.600 --> 01:11:08.600
So whatever the reason is is usually the biggest chain that you're holding onto is the thing that you're enslaving yourself to is the thing that you're casting your power to.

1874
01:11:08.600 --> 01:11:11.600
If you break that chain, power goes back to you.

1875
01:11:11.600 --> 01:11:15.600
And so the very reason that you're holding yourself back is typically the very reason that you need to do it.

1876
01:11:15.600 --> 01:11:19.600
So hopefully this helps you realize that you and your clients are always in complete power.

1877
01:11:19.600 --> 01:11:21.600
Did I accomplish that?

1878
01:11:22.600 --> 01:11:23.600
Awesome.

1879
01:11:24.600 --> 01:11:25.600
Thank you.

1880
01:11:29.600 --> 01:11:35.600
And like I promised at the beginning, my hope is that you become more powerful by making decisions rather than letting life make them for you.

1881
01:11:35.600 --> 01:11:37.600
Alright, so here's a few final thoughts.

1882
01:11:37.600 --> 01:11:42.600
Fortunes are created by taking a lot of risk with a little bit of money.

1883
01:11:42.600 --> 01:11:46.600
Fortunes are maintained by taking a little bit of risk with a lot of money.

1884
01:11:47.600 --> 01:11:51.600
And every one of those people that was self-made takes a lot of risk with a little bit of money.

1885
01:11:51.600 --> 01:11:55.600
And sometimes you need to take that step because it's the only way to build the fortune.

1886
01:11:55.600 --> 01:11:56.600
Alright?

1887
01:11:56.600 --> 01:12:03.600
And if everything that I've ever made in my life, or sorry, everything that I've made in my life is a result of investing in my own education.

1888
01:12:03.600 --> 01:12:09.600
It has gotten me far higher returns than any stock, any real estate, any crypto, right?

1889
01:12:09.600 --> 01:12:10.600
Any whatever.

1890
01:12:11.600 --> 01:12:12.600
Buy a mile.

1891
01:12:12.600 --> 01:12:14.600
And people say like it's all about investing yourself.

1892
01:12:14.600 --> 01:12:16.600
Like I think it sounds amorphous.

1893
01:12:16.600 --> 01:12:19.600
It's like buy, experience, and skills.

1894
01:12:19.600 --> 01:12:22.600
Because no government can take that from you.

1895
01:12:22.600 --> 01:12:24.600
No divorce can take that from you.

1896
01:12:24.600 --> 01:12:26.600
Nothing can take that from you.

1897
01:12:26.600 --> 01:12:29.600
And I come from a family where, so we're Persian.

1898
01:12:29.600 --> 01:12:34.600
And so my parents had to flee Iran during the revolution.

1899
01:12:34.600 --> 01:12:40.600
And so they had land and houses and other stuff, right?

1900
01:12:40.600 --> 01:12:47.600
And my uncle was the brother to a guy who started the lottery in Iran.

1901
01:12:47.600 --> 01:12:50.600
He owned the lottery because you can do that there.

1902
01:12:50.600 --> 01:12:52.600
Very rich.

1903
01:12:52.600 --> 01:12:56.600
And so my dad and him, he went to London, my dad went to the US.

1904
01:12:56.600 --> 01:12:58.600
He had no skills.

1905
01:12:58.600 --> 01:13:01.600
And he was able to just forge enough money to buy a print shop.

1906
01:13:01.600 --> 01:13:03.600
And he lives above the print shop in London.

1907
01:13:03.600 --> 01:13:06.600
And still to this day, that's what he does.

1908
01:13:06.600 --> 01:13:09.600
And once I visited him, it was incredibly sad.

1909
01:13:09.600 --> 01:13:12.600
Seeing just like once, once I inquired in his wife,

1910
01:13:12.600 --> 01:13:15.600
my dad gave her a scarf, and it was like a nice scarf, apparently.

1911
01:13:15.600 --> 01:13:16.600
And she just bawled.

1912
01:13:16.600 --> 01:13:18.600
She's like, I used to have rooms of these.

1913
01:13:18.600 --> 01:13:20.600
And now I have nothing involved.

1914
01:13:20.600 --> 01:13:23.600
My dad came to the United States with $1,000.

1915
01:13:23.600 --> 01:13:27.600
But because he had skills, he built it off from scratch.

1916
01:13:27.600 --> 01:13:32.600
And so I'm going to use a doctor as all Middle Eastern Indians are.

1917
01:13:32.600 --> 01:13:34.600
Right?

1918
01:13:34.600 --> 01:13:36.600
Dr. Lawyer, a county engineer.

1919
01:13:36.600 --> 01:13:39.600
Anyways, the only four proofpats.

1920
01:13:39.600 --> 01:13:42.600
But when we say invest in that, we come from a place where like,

1921
01:13:42.600 --> 01:13:44.600
it was literally all taken.

1922
01:13:44.600 --> 01:13:47.600
The government was like, that's our house now.

1923
01:13:47.600 --> 01:13:49.600
That's our land now.

1924
01:13:49.600 --> 01:13:52.600
That bank account is our bank account now.

1925
01:13:52.600 --> 01:13:55.600
And so that was why it was so, and like, that may be a benefit for me.

1926
01:13:55.600 --> 01:13:58.600
I, as somebody who was always like, it's the only thing no one can take from you.

1927
01:13:58.600 --> 01:14:02.600
And so why would you not invest in the one thing that can never be stolen,

1928
01:14:02.600 --> 01:14:04.600
can never be taken in compounds with time?

1929
01:14:04.600 --> 01:14:08.600
And it increases your capacity to make money.

1930
01:14:08.600 --> 01:14:11.600
It increases your capacity to live.

1931
01:14:11.600 --> 01:14:15.600
And so I like to think of the investments that I've made in myself as bricks on a bridge.

1932
01:14:15.600 --> 01:14:19.600
And so if I'm on the bottom left here, and where I want to be is the top right,

1933
01:14:19.600 --> 01:14:20.600
ish, right?

1934
01:14:20.600 --> 01:14:23.600
Looking like the nightmare before Christmas now.

1935
01:14:23.600 --> 01:14:29.600
You're going, like, there are many skills that it takes to cross the bridge, right?

1936
01:14:29.600 --> 01:14:32.600
And just like you have an arithmetic teacher in high school,

1937
01:14:32.600 --> 01:14:35.600
once you learn calculus, you're not like, that guy was a load of shit.

1938
01:14:35.600 --> 01:14:39.600
Calculus is what, no, you have to learn things in sequence, right?

1939
01:14:39.600 --> 01:14:41.600
And so the thing is that we build this bridge.

1940
01:14:41.600 --> 01:14:42.600
It's one brick at a time.

1941
01:14:42.600 --> 01:14:44.600
And I always come back to the same question, which is,

1942
01:14:44.600 --> 01:14:47.600
is this going to get me closer to where I want to go?

1943
01:14:47.600 --> 01:14:49.600
I don't need it to get me there.

1944
01:14:49.600 --> 01:14:51.600
I just need to get closer.

1945
01:14:51.600 --> 01:14:54.600
And if I get better, I'll get there eventually, right?

1946
01:14:54.600 --> 01:14:56.600
As long as I don't stop moving.

1947
01:14:56.600 --> 01:14:59.600
And so that's why that's what I've dedicated my life to education.

1948
01:14:59.600 --> 01:15:03.600
My mission is to document and share the best practices building world class companies.

1949
01:15:03.600 --> 01:15:06.600
Because when you realize that you are the source,

1950
01:15:06.600 --> 01:15:08.600
you realize that Superman is not coming.

1951
01:15:08.600 --> 01:15:10.600
It's just you.

1952
01:15:10.600 --> 01:15:14.600
And every decision that you make is a vote towards or against the person that we want to be.

1953
01:15:14.600 --> 01:15:18.600
And so the question for you is that are your decisions voting towards the person

1954
01:15:18.600 --> 01:15:22.600
that you want to become or just more of what you already have?

1955
01:15:22.600 --> 01:15:25.600
And so people ask me all the time, how do you move so quickly?

1956
01:15:25.600 --> 01:15:27.600
And the answer is, I know how to buy time.

1957
01:15:27.600 --> 01:15:29.600
And the following question is, how do you buy time?

1958
01:15:29.600 --> 01:15:31.600
You buy time by buying the time.

1959
01:15:31.600 --> 01:15:34.600
Took other people to make mistakes that taught them the lessons.

1960
01:15:34.600 --> 01:15:35.600
That's how you do it.

1961
01:15:35.600 --> 01:15:36.600
That's the heck.

1962
01:15:36.600 --> 01:15:41.600
And so right now, the ignorance of not knowing how to create a million dollars a year

1963
01:15:41.600 --> 01:15:43.600
is costing you a million dollars a year.

1964
01:15:43.600 --> 01:15:45.600
The fact that you don't know how to make a million dollars a year

1965
01:15:45.600 --> 01:15:47.600
is costing you a million dollars a year.

1966
01:15:47.600 --> 01:15:50.600
And so therefore, you should always be willing to invest money

1967
01:15:50.600 --> 01:15:53.600
to increase the capacity for your income.

1968
01:15:53.600 --> 01:15:57.600
Because once you have it, that capacity pays you forever.

1969
01:15:57.600 --> 01:15:59.600
You're increasing your ability.

1970
01:15:59.600 --> 01:16:00.600
Does that make sense?

1971
01:16:00.600 --> 01:16:02.600
We're widening the pipe.

1972
01:16:02.600 --> 01:16:05.600
And so when I thought about this, I just added zeros to it.

1973
01:16:05.600 --> 01:16:07.600
And I was like, it's fucking costing me a billion dollars a year

1974
01:16:07.600 --> 01:16:09.600
and not knowing how to make a billion dollars.

1975
01:16:09.600 --> 01:16:15.600
It's true because the number one tax that no one appreciates

1976
01:16:15.600 --> 01:16:19.600
or no one respects is not the tax of the government.

1977
01:16:19.600 --> 01:16:21.600
It's not capital gains, not income tax.

1978
01:16:21.600 --> 01:16:24.600
It's the time tax of ignorance.

1979
01:16:24.600 --> 01:16:27.600
Someone asked lately yesterday, what's the number one thing

1980
01:16:27.600 --> 01:16:30.600
that people from zero to 10K are messing up?

1981
01:16:30.600 --> 01:16:32.600
You don't know what the fuck you're doing.

1982
01:16:32.600 --> 01:16:34.600
That's what's messing you up.

1983
01:16:34.600 --> 01:16:35.600
You're ignorant.

1984
01:16:35.600 --> 01:16:36.600
You have no idea.

1985
01:16:36.600 --> 01:16:37.600
You're eating an orange like an apple.

1986
01:16:37.600 --> 01:16:38.600
No clue.

1987
01:16:38.600 --> 01:16:39.600
Right?

1988
01:16:39.600 --> 01:16:42.600
And it's not because you don't have the processing power.

1989
01:16:42.600 --> 01:16:44.600
It's not because you don't have the ability to reason.

1990
01:16:44.600 --> 01:16:46.600
It's because you just don't know.

1991
01:16:46.600 --> 01:16:50.600
And so the goal is to pay down the time tax of ignorance

1992
01:16:50.600 --> 01:16:52.600
as fast as humanly possible.

1993
01:16:52.600 --> 01:16:55.600
The only way you do that is by educating and investing yourself.

1994
01:16:55.600 --> 01:16:56.600
Right?

1995
01:16:56.600 --> 01:17:00.600
Specifically investing in experiences that build skills.

1996
01:17:00.600 --> 01:17:03.600
So make the decisions to help yourself.

1997
01:17:03.600 --> 01:17:05.600
And put them like crazy.

1998
01:17:05.600 --> 01:17:09.600
Take ownership because we just discovered that all of the other shit is not real.

1999
01:17:09.600 --> 01:17:16.600
Not real is literally a distortion of reality that anything that you give your power to that's not you is fake.

2000
01:17:16.600 --> 01:17:19.600
You're making it a false god in your life and your prospects are too.

2001
01:17:19.600 --> 01:17:23.600
And now you know how to confront those when your mind tries to play tricks on you.

2002
01:17:23.600 --> 01:17:26.600
And realize that there are no silver bullets.

2003
01:17:26.600 --> 01:17:28.600
No program is going to save your life.

2004
01:17:28.600 --> 01:17:29.600
Right?

2005
01:17:29.600 --> 01:17:31.600
But some things can move you close your goals.

2006
01:17:31.600 --> 01:17:36.600
And when those rare opportunities present themselves, take them.

2007
01:17:36.600 --> 01:17:37.600
Right?

2008
01:17:37.600 --> 01:17:42.600
Because either you win or you learn and both of those get you closer to wherever you want to go.

2009
01:17:42.600 --> 01:17:43.600
Right?

2010
01:17:43.600 --> 01:17:46.600
And so I'll wrap up with this.

2011
01:17:46.600 --> 01:17:54.600
Ten years ago I had to, that was me in a swanky, you know, when I was a consultant looking cool.

2012
01:17:54.600 --> 01:18:00.600
It was actually after I don't even have a good picture when I was a consultant but there's me in the suit.

2013
01:18:00.600 --> 01:18:04.600
And I knew I hated the job that I had.

2014
01:18:04.600 --> 01:18:08.600
I made okay money but I just like, I just really wasn't happy.

2015
01:18:08.600 --> 01:18:13.600
And I emailed 40 gym owners and I was like, hey, I think I want to get in fitness.

2016
01:18:13.600 --> 01:18:15.600
Can somebody like help me out?

2017
01:18:15.600 --> 01:18:17.600
One guy was like, sure, you can work for free.

2018
01:18:17.600 --> 01:18:18.600
It was like, awesome.

2019
01:18:18.600 --> 01:18:20.600
That guy was Sandbacked Yar.

2020
01:18:20.600 --> 01:18:23.600
And anybody who's Sandbacked Yar is?

2021
01:18:23.600 --> 01:18:24.600
Ray Sand?

2022
01:18:24.600 --> 01:18:25.600
Geez.

2023
01:18:25.600 --> 01:18:28.600
Well, seven figure Sam is what he used to be known as.

2024
01:18:28.600 --> 01:18:32.600
He actually died during COVID, which is really sad for me because I really looked up to Sam.

2025
01:18:32.600 --> 01:18:40.600
And the thing is is that when I got to his office, I literally drove across the country from Baltimore to LA,

2026
01:18:40.600 --> 01:18:42.600
or Chino Hills, which is where he was.

2027
01:18:42.600 --> 01:18:45.600
And I showed up without notice and he was like, you're a psychopath, I just met you on the internet.

2028
01:18:45.600 --> 01:18:49.600
And I was like, I'm here, I'm ready to learn. He was like, I'm going to lunch.

2029
01:18:50.600 --> 01:18:57.600
But right after you came back from lunch, he was like, all right, so you should join my mastermind.

2030
01:18:57.600 --> 01:18:59.600
And I was like, I'm going to have a gym.

2031
01:18:59.600 --> 01:19:00.600
He's like, that's okay.

2032
01:19:00.600 --> 01:19:04.600
He was a gym mastermind.

2033
01:19:04.600 --> 01:19:06.600
And I didn't, I mean, like I was 22.

2034
01:19:06.600 --> 01:19:09.600
Like I did not have a lot of money.

2035
01:19:09.600 --> 01:19:12.600
And he was like, well, it's 10 grand.

2036
01:19:12.600 --> 01:19:15.600
And I was like, I don't know.

2037
01:19:15.600 --> 01:19:19.600
And he's like, you need a fucking commitment. He's like, you've been waffling back and forth.

2038
01:19:19.600 --> 01:19:22.600
I had had multiple phone calls with him before I left.

2039
01:19:22.600 --> 01:19:25.600
He's like, I think you need to draw a line in the sand.

2040
01:19:25.600 --> 01:19:27.600
And thank you God, you know, thank God he did.

2041
01:19:27.600 --> 01:19:29.600
Because I did take a step over.

2042
01:19:29.600 --> 01:19:31.600
I had no idea what the fuck I was doing.

2043
01:19:31.600 --> 01:19:34.600
But I was trying to start paying down the time packs of ignorance.

2044
01:19:34.600 --> 01:19:36.600
And I got around a whole bunch of other fitness professionals.

2045
01:19:36.600 --> 01:19:41.600
And I learned way more from all of them than I ever learned from Sam.

2046
01:19:41.600 --> 01:19:45.600
But because of that, my belief started to change, the ways I saw the world change,

2047
01:19:45.600 --> 01:19:48.600
the traits I started to embody change, and started taking steps.

2048
01:19:48.600 --> 01:19:51.600
The mastermind I got from Sam is not what made me $100 million.

2049
01:19:51.600 --> 01:19:54.600
But it got me on the right path towards making it.

2050
01:19:54.600 --> 01:19:56.600
Over the years of having hundreds of salespeople work for me,

2051
01:19:56.600 --> 01:20:01.600
I've seen these nine things that the best salespeople do differently than everyone else.

2052
01:20:01.600 --> 01:20:05.600
And so if you boil it down, a salesperson has three jobs to do.

2053
01:20:05.600 --> 01:20:07.600
They have to maximize the number of opportunities they have.

2054
01:20:07.600 --> 01:20:10.600
They have to convert the highest percentage of those opportunities.

2055
01:20:10.600 --> 01:20:14.600
And, and this is the important part, they have to do it consistently for a very long period of time.

2056
01:20:14.600 --> 01:20:18.600
And so the nine things they do differently will fall elegantly into each of these three buckets.

2057
01:20:18.600 --> 01:20:23.600
Let's start with the first one, which is maximizing leads or maximizing the number of opportunities that a salesman has.

2058
01:20:25.600 --> 01:20:30.600
So right off the top, I've never seen a salesperson who does the most in a company

2059
01:20:30.600 --> 01:20:33.600
have the lowest amount of hours worked. I've yet to have it.

2060
01:20:33.600 --> 01:20:35.600
You know what? Maybe there's a special snowflake out there.

2061
01:20:35.600 --> 01:20:38.600
But in every company that I've owned and every company that I've looked at,

2062
01:20:38.600 --> 01:20:43.600
the guy who works the most hours is the one who sells the most deals.

2063
01:20:43.600 --> 01:20:46.600
And so maximizing opportunities comes in a number of different forms.

2064
01:20:46.600 --> 01:20:50.600
So number one is that they have the total most hours available per day.

2065
01:20:50.600 --> 01:20:53.600
Because you should be available when the prospect is available.

2066
01:20:53.600 --> 01:20:55.600
And that means sometimes working long hours.

2067
01:20:55.600 --> 01:20:59.600
It's sometimes being working weekends. And yes, businesses also pay rent on Sundays

2068
01:20:59.600 --> 01:21:01.600
and so you can make sales on Sundays.

2069
01:21:01.600 --> 01:21:06.600
So my software company Allen scheduled 4,000 plus appointments per day across a number of different industries.

2070
01:21:06.600 --> 01:21:11.600
And so we got to see all the way from click to close which companies were selling the most people.

2071
01:21:11.600 --> 01:21:13.600
And we looked at all the different data.

2072
01:21:13.600 --> 01:21:18.600
So times of day, number of days per week, you know, speed between text responses,

2073
01:21:18.600 --> 01:21:22.600
number of characters in text response, all of these isn't variables because I had two data analysts

2074
01:21:22.600 --> 01:21:25.600
that looked at this to figure out how could he maximize throughput for any business.

2075
01:21:25.600 --> 01:21:27.600
And obviously sales would be component of that.

2076
01:21:27.600 --> 01:21:35.600
And the single greatest lever on throughput across all companies was the number of total available time slots.

2077
01:21:36.600 --> 01:21:41.600
Which means availability was the strongest predictor of total sales.

2078
01:21:41.600 --> 01:21:43.600
And let me give you a tactical example of this.

2079
01:21:43.600 --> 01:21:47.600
When Layla and I were traveling the other day, we went to a different city

2080
01:21:47.600 --> 01:21:49.600
and she wanted to get her nails done or something.

2081
01:21:49.600 --> 01:21:54.600
And so she just pulled up Yelp and looked at the one that had the top reviews, called them up and said,

2082
01:21:54.600 --> 01:21:56.600
oh, I'm sorry, we don't do same-day appointments.

2083
01:21:56.600 --> 01:21:58.600
And they're like, we can book you in for two days from now.

2084
01:21:58.600 --> 01:22:00.600
And she was like, yep, don't care. Call the next one.

2085
01:22:00.600 --> 01:22:02.600
Same thing. Call the third one.

2086
01:22:02.600 --> 01:22:04.600
And then they were like, yeah, we can take you right now.

2087
01:22:04.600 --> 01:22:05.600
And boom, she went in.

2088
01:22:05.600 --> 01:22:08.600
And the thing is, is that both of those other business owners, the first two business owners,

2089
01:22:08.600 --> 01:22:10.600
that said, no, lost money.

2090
01:22:10.600 --> 01:22:13.600
And the next time she comes to that place, she'll probably go back to the one that she went to,

2091
01:22:13.600 --> 01:22:14.600
as long as they did a good job.

2092
01:22:14.600 --> 01:22:18.600
And so trying to be egotistical about it, rather than accommodate customers,

2093
01:22:18.600 --> 01:22:21.600
it's like, well, we're so great.

2094
01:22:21.600 --> 01:22:23.600
You just lose money.

2095
01:22:23.600 --> 01:22:27.600
Now, if we maximize the total number of time that's available for the salesperson to sell,

2096
01:22:27.600 --> 01:22:31.600
then the next part of maximizing the opportunities is getting as much of their days

2097
01:22:31.600 --> 01:22:35.600
as much of their days as humanly possible, filled with the best opportunities.

2098
01:22:35.600 --> 01:22:41.600
And so the second subunit of this is they will pull up calls.

2099
01:22:41.600 --> 01:22:44.600
And so the first thing is, if you see a call that gets booked,

2100
01:22:44.600 --> 01:22:46.600
or you book a call that's on Thursday and today's Monday,

2101
01:22:46.600 --> 01:22:48.600
if you have a time slot that's open,

2102
01:22:48.600 --> 01:22:50.600
you grab your Thursday appointment.

2103
01:22:50.600 --> 01:22:53.600
You drag it into today because today appointments always have higher shop rates.

2104
01:22:53.600 --> 01:22:56.600
And if you pull it up, then they're even more interested.

2105
01:22:56.600 --> 01:22:58.600
And you can close even higher.

2106
01:22:58.600 --> 01:23:02.600
You'd have two or three calls by that same Thursday times you increase your sales velocity.

2107
01:23:02.600 --> 01:23:06.600
Now, our core layer to that is if you look at your calendar and you've reached out to a prospect,

2108
01:23:06.600 --> 01:23:08.600
and that person has not responded back.

2109
01:23:08.600 --> 01:23:10.600
And now it's the same day and they're coming up in a few hours.

2110
01:23:10.600 --> 01:23:12.600
Well, what do you do?

2111
01:23:12.600 --> 01:23:15.600
Well, the best salespeople pull that time slot and say,

2112
01:23:15.600 --> 01:23:17.600
hey, sorry, I didn't see that you confirmed.

2113
01:23:17.600 --> 01:23:19.600
Why don't we do the same thing for tomorrow?

2114
01:23:19.600 --> 01:23:22.600
You can push it out one and then try and fill that time slot with somebody who is responsive,

2115
01:23:22.600 --> 01:23:24.600
even if they're later in the week.

2116
01:23:24.600 --> 01:23:27.600
And that increases your total number of calls per day.

2117
01:23:27.600 --> 01:23:32.600
And so fundamentally, the perfect day for a salesperson is that they have call back to back to back to back to back

2118
01:23:32.600 --> 01:23:35.600
with the best possibilities that are the hottest that day.

2119
01:23:35.600 --> 01:23:40.600
I learned that little tactic about pulling up because we had one of our companies was in solar sales.

2120
01:23:40.600 --> 01:23:43.600
And they had one rep that massively outperformed everyone else.

2121
01:23:43.600 --> 01:23:45.600
And I was like, what is this guy doing?

2122
01:23:45.600 --> 01:23:49.600
And so what he was doing was he would, whenever a new appointment would book,

2123
01:23:49.600 --> 01:23:53.600
he would immediately call the appointment to qualify the lead because that checks two boxes.

2124
01:23:53.600 --> 01:23:56.600
One is he says, okay, is this person qualified to buy?

2125
01:23:56.600 --> 01:23:58.600
If the person was, he had two decision paths.

2126
01:23:58.600 --> 01:24:02.600
If they had the time right then, he would just go straight into closing because he was in it off the call,

2127
01:24:02.600 --> 01:24:07.600
SOP, and then by getting in contact with the lead became on the call in terms of his SOP.

2128
01:24:07.600 --> 01:24:10.600
And if they said they had time right now, he just went for the sale.

2129
01:24:10.600 --> 01:24:12.600
That maximizes his time on call.

2130
01:24:12.600 --> 01:24:17.600
If they said no, then the reason for his call was that he had an opening leader that day that he was trying to fill up.

2131
01:24:17.600 --> 01:24:21.600
And so he either takes the moment now that he's working the lead and turns it into a sales call,

2132
01:24:21.600 --> 01:24:24.600
or he fills another slot later in the day and turns that into a sales call.

2133
01:24:24.600 --> 01:24:27.600
Both of those things maximized the number of sales that guy was having.

2134
01:24:27.600 --> 01:24:31.600
And this guy was selling like four times more units than the second best guy on the team.

2135
01:24:31.600 --> 01:24:34.600
And then they obviously saw this and then adopted it company wide.

2136
01:24:34.600 --> 01:24:37.600
And then of course, I saw it and adopted it across all my entire portfolio.

2137
01:24:37.600 --> 01:24:44.600
And let me double down a why that's so powerful because not only does the salesman have two opportunities to sell now or later that day,

2138
01:24:44.600 --> 01:24:49.600
he also opens up the slot later in the week for availability for another customer that can't make it today

2139
01:24:49.600 --> 01:24:51.600
to book that time then.

2140
01:24:51.600 --> 01:24:55.600
Because what I have found and we saw this with the software was if you have fewer time slots,

2141
01:24:55.600 --> 01:25:00.600
people may still book with you, but they are not booking at the most convenient time for them.

2142
01:25:00.600 --> 01:25:05.600
You'll see schedule rates, but then show rates will drop because it's not the time that works for them ideally.

2143
01:25:05.600 --> 01:25:08.600
And so you want to make it the most accommodating.

2144
01:25:08.600 --> 01:25:11.600
So it's not just art, is it convenient or inconvenient? It's how convenient is it?

2145
01:25:11.600 --> 01:25:15.600
If I have a tight deadline and a hard stop and I've got something that I'm stressed about afterwards,

2146
01:25:15.600 --> 01:25:20.600
I might be able to schedule a call then, but I might not be in the mood to buy.

2147
01:25:20.600 --> 01:25:23.600
But if I say you know what Sunday afternoon, I'm free, I'll have all the time in my world.

2148
01:25:23.600 --> 01:25:28.600
I'm going to have zero urgency to get off the call, I'll listen to you and I'll be in a completely different zone.

2149
01:25:28.600 --> 01:25:33.600
And that might be when I'm in receiving hands in terms of prospect, rain mode for buying.

2150
01:25:33.600 --> 01:25:41.600
And so one of the things that the best salespeople have and this is something that companies should provide but often don't,

2151
01:25:41.600 --> 01:25:44.600
is that you have two SOPs, many standard operating procedures.

2152
01:25:44.600 --> 01:25:48.600
You have an on the call SOP, which is what you say when you're talking to prospects,

2153
01:25:48.600 --> 01:25:51.600
and they even off the call SOP, which is what you do in between.

2154
01:25:51.600 --> 01:25:54.600
The vast majority of companies don't have an off the call SOP.

2155
01:25:54.600 --> 01:26:00.600
And they're losing tons and tons of money because they just say, yeah, just work the leads in the meantime.

2156
01:26:00.600 --> 01:26:05.600
When the total amount of output that a salesman has is so correlated with the amount of opportunities they have

2157
01:26:05.600 --> 01:26:09.600
and they get those opportunities by the time they have when they're not on the call.

2158
01:26:09.600 --> 01:26:12.600
And so they should have two separate checklists if they don't have them in front of them.

2159
01:26:12.600 --> 01:26:15.600
And this is what the best salespeople do, is this is what I'm doing what I'm on,

2160
01:26:15.600 --> 01:26:17.600
and this is what I'm doing what I'm off.

2161
01:26:17.600 --> 01:26:19.600
And you can just switch hats as soon as you're off.

2162
01:26:19.600 --> 01:26:22.600
And you start at the top and you're like, I'm following with this person, I'm following with this person,

2163
01:26:22.600 --> 01:26:27.600
I'm dragging this person forward, I'm canceling this appointment, and they have high activity.

2164
01:26:29.600 --> 01:26:34.600
One of the things that we do across all companies, and I learned this acronym for my French run,

2165
01:26:34.600 --> 01:26:39.600
BAMFAM, which is book a meeting from a meeting, which is that the best salespeople never finish a call with a prospect,

2166
01:26:39.600 --> 01:26:42.600
not knowing when the next time they're going to talk to the prospect.

2167
01:26:42.600 --> 01:26:47.600
So that prospect should never fall into no man's land, they should never fall between the cracks where they're like, I don't know.

2168
01:26:47.600 --> 01:26:52.600
And so if you get to the end of the call and they're like, yeah, let's connect offline and we'll circle back up and we'll find another time.

2169
01:26:52.600 --> 01:26:58.600
No, you have to address it at that time because if for whatever reason, like a time obstacle is still an obstacle,

2170
01:26:58.600 --> 01:27:02.600
and you can resolve it right then, you both have your calendars up, you can both make the decision.

2171
01:27:02.600 --> 01:27:05.600
If someone's like, well, I'm not sure, then you actually address the concern.

2172
01:27:05.600 --> 01:27:09.600
Like, isn't this a problem for you? How much are you losing every day not implementing the solution in your business?

2173
01:27:09.600 --> 01:27:14.600
How much of a problem is this in your life, and why isn't it this something that we'd be doing sooner?

2174
01:27:14.600 --> 01:27:17.600
And so you want to address those things because these are obstacles.

2175
01:27:17.600 --> 01:27:21.600
And so if you just get off the call jollily, then you actually lose more sales.

2176
01:27:21.600 --> 01:27:23.600
So you always book a meeting from the meeting.

2177
01:27:23.600 --> 01:27:26.600
Here's three more things that the best salespeople will do.

2178
01:27:26.600 --> 01:27:33.600
Number one is that they don't take rejection personally because they're going to reach out in more volume than the mediocre sales people.

2179
01:27:33.600 --> 01:27:41.600
And so you can see on a CRM how many outreach attempts and how many follow-up attempts that a salesperson is having between calls

2180
01:27:41.600 --> 01:27:44.600
and it correlates with the number of calls that they take.

2181
01:27:44.600 --> 01:27:46.600
And so they work their leads harder.

2182
01:27:46.600 --> 01:27:53.600
And that's because if someone before they've scheduled the call, you know, says something mean they're not like, oh my gosh, I can't believe this.

2183
01:27:53.600 --> 01:27:56.600
Someone no shows they're not like, well, I'm not going to work the rest of my leads.

2184
01:27:56.600 --> 01:27:58.600
No one really cares about me. Like, what was me?

2185
01:27:58.600 --> 01:28:00.600
It's no, they know it's a numbers game and they just keep plowing.

2186
01:28:00.600 --> 01:28:04.600
Something that I've noticed the best salespeople do is they have something called a kill list.

2187
01:28:04.600 --> 01:28:09.600
And so those are those prospects that you're like, this is a whale or this is a really good prospect.

2188
01:28:09.600 --> 01:28:14.600
And they sure they have in the CRM, sure they have them in the place that they're supposed to have them.

2189
01:28:14.600 --> 01:28:18.600
But they also have it somewhere else that's visible so they can always think about it.

2190
01:28:18.600 --> 01:28:20.600
And like, that's like in every day list.

2191
01:28:20.600 --> 01:28:27.600
I got to get back to these two guys. I got to make sure that these ones I'm going to put extra attention to because they're high value deals.

2192
01:28:27.600 --> 01:28:34.600
Now the last element of what the best salespeople do for increasing the number of leads is that they create their own opportunities.

2193
01:28:34.600 --> 01:28:39.600
So sure, they're going to get the inbound leads from marketing. They're going to get the people, you know, the leads that are handed to them.

2194
01:28:39.600 --> 01:28:44.600
But the best salespeople know the value of referrals.

2195
01:28:44.600 --> 01:28:49.600
And so the way they do that is at the end of the call or at the time that it makes sense, they say, do you know anybody else?

2196
01:28:49.600 --> 01:28:52.600
Or my favorite way of asking is, who do you know?

2197
01:28:52.600 --> 01:28:56.600
Because the force of the prospect to answer the question with a not yes no, but with a name.

2198
01:28:56.600 --> 01:29:00.600
You say, who do you know who is as awesome as you? Now it's a compliment.

2199
01:29:00.600 --> 01:29:06.600
Who would also benefit from this? So now I'm giving them a compliment by asking them for the referrals.

2200
01:29:06.600 --> 01:29:09.600
I kind of like have like a nice guy sandwich there. So like, you're amazing.

2201
01:29:09.600 --> 01:29:12.600
Who else do you know who's like you? Who would love to do this with you or with us?

2202
01:29:12.600 --> 01:29:15.600
Who could benefit from XYZ? Right?

2203
01:29:15.600 --> 01:29:19.600
Now sometimes if they say no one, then sometimes like, this is where rapport is important.

2204
01:29:19.600 --> 01:29:22.600
But you could say something like, why do you hate me so much?

2205
01:29:22.600 --> 01:29:25.600
And they're like, what do you mean? It's like, why is only can assume that you hate us?

2206
01:29:25.600 --> 01:29:28.600
Because you don't want anybody else to know about this amazing thing.

2207
01:29:28.600 --> 01:29:32.600
And you probably hate your friends because you want them to suffer as well.

2208
01:29:32.600 --> 01:29:35.600
Right? And if it's because you don't believe me, then let's talk about that.

2209
01:29:35.600 --> 01:29:37.600
But otherwise, like, why are we not getting your friends in here?

2210
01:29:37.600 --> 01:29:41.600
Because I can promise you, you'll be far more successful if you have more people you know who are in it.

2211
01:29:41.600 --> 01:29:45.600
So in the spirit of BAMFAM, book a meeting from a meeting, if we consider this to be a meeting,

2212
01:29:45.600 --> 01:29:48.600
if you would like us to help you more with your sales process,

2213
01:29:48.600 --> 01:29:52.600
acquisition.com just started a workshop division where my sales director, my team,

2214
01:29:52.600 --> 01:29:56.600
will talk to you specifically about your sales, your process, your scripting,

2215
01:29:56.600 --> 01:30:00.600
so we can implement some of the things that we know working our portfolio into your business ASAP.

2216
01:30:00.600 --> 01:30:02.600
We do other stuff at the workshop, but we also talk about sales.

2217
01:30:02.600 --> 01:30:04.600
If that's at all interesting, you can book your next meeting.

2218
01:30:04.600 --> 01:30:07.600
My code act goes to knock-off, clicking the scale button and following the steps.

2219
01:30:07.600 --> 01:30:09.600
And if you're qualified, my guys will reach out.

2220
01:30:11.600 --> 01:30:14.600
When I had a team, a different portfolio company,

2221
01:30:14.600 --> 01:30:16.600
we had one guy who was outperforming everyone else by a huge margin.

2222
01:30:16.600 --> 01:30:19.600
This one wasn't as big as the pull-up thing. That was massive.

2223
01:30:19.600 --> 01:30:22.600
This was about 50% higher than the number number two guy.

2224
01:30:22.600 --> 01:30:24.600
And we were like, what is this guy doing? He was brand new.

2225
01:30:24.600 --> 01:30:27.600
And that was what was interesting. It's like brand new going to the top leaderboards.

2226
01:30:27.600 --> 01:30:31.600
It's not very common because that means that they're doing a different process.

2227
01:30:31.600 --> 01:30:33.600
And so he was following the script.

2228
01:30:33.600 --> 01:30:35.600
And we listened to the calls, we're like, this is the same call.

2229
01:30:35.600 --> 01:30:37.600
And so when we called him up, we said, what are you doing differently?

2230
01:30:37.600 --> 01:30:39.600
And the thing is, he was multiplying his leads.

2231
01:30:39.600 --> 01:30:42.600
And so what he did was at the end of the calls, he was just asking who they knew,

2232
01:30:42.600 --> 01:30:44.600
who would also benefit from this thing.

2233
01:30:44.600 --> 01:30:49.600
And I think they were selling some sort of tickets of some sort.

2234
01:30:49.600 --> 01:30:51.600
And so he was saying, who else wants to come with you?

2235
01:30:51.600 --> 01:30:53.600
Who else would you like to bring?

2236
01:30:53.600 --> 01:30:56.600
And it's just a simple little thing that he was doing.

2237
01:30:56.600 --> 01:30:59.600
But by doing that, he was increasing his sales by 50%.

2238
01:31:00.600 --> 01:31:04.600
Because the referrals, even though only one out of three or one out of four people would refer,

2239
01:31:04.600 --> 01:31:07.600
the referral close rates like 80 or 90%.

2240
01:31:07.600 --> 01:31:12.600
And so if you think, okay, I take four calls and I close one,

2241
01:31:12.600 --> 01:31:15.600
and I ask for referrals and all four,

2242
01:31:15.600 --> 01:31:17.600
and only one of them gives me a referral.

2243
01:31:17.600 --> 01:31:19.600
But then that referral then closes.

2244
01:31:19.600 --> 01:31:23.600
Then I take my one sale out of four and turn it to two out of five.

2245
01:31:23.600 --> 01:31:27.600
If you're a business owner, thinking about how valuable just implementing that is consistently,

2246
01:31:27.600 --> 01:31:31.600
is that your cost to acquire a customer, you just, you cut in half by taking one customer

2247
01:31:31.600 --> 01:31:33.600
and getting a referral from that customer.

2248
01:31:33.600 --> 01:31:38.600
And if one out of three customers refers someone, then you cut your cost to acquire a customer by a third.

2249
01:31:38.600 --> 01:31:42.600
And this type of stuff is advertising becomes more expensive because it always will become more expensive,

2250
01:31:42.600 --> 01:31:47.600
that the businesses that do this, the salesman that do this will be the ones that win in the future.

2251
01:31:47.600 --> 01:31:50.600
So now we have a salesman who has the maximum number of hours,

2252
01:31:50.600 --> 01:31:54.600
the maximum number of days, they're pulling up appointments so that their time on call,

2253
01:31:54.600 --> 01:31:57.600
closing with the best people is maximized.

2254
01:31:57.600 --> 01:31:59.600
They're falling up before, they're falling up after,

2255
01:31:59.600 --> 01:32:03.600
they're doing personalized reach outs and saying like, hey, voice memo, hey, video.

2256
01:32:03.600 --> 01:32:07.600
Hey, I've got this thing for you that I've got set up for the call.

2257
01:32:07.600 --> 01:32:09.600
What size shirt do you want?

2258
01:32:09.600 --> 01:32:12.600
I've set aside a thing here, there's one things we did at the gym.

2259
01:32:12.600 --> 01:32:14.600
Hey, what color shirt do you want?

2260
01:32:14.600 --> 01:32:15.600
Hey, what boxing gloves?

2261
01:32:15.600 --> 01:32:17.600
Hey, what you do, a tiny little thing.

2262
01:32:17.600 --> 01:32:19.600
Hey, I've got three gift cards here.

2263
01:32:19.600 --> 01:32:21.600
I go one for Amazon, one for Starbucks, and one for whatever.

2264
01:32:21.600 --> 01:32:22.600
Which one do you prefer?

2265
01:32:22.600 --> 01:32:26.600
Right, you ask a preference question prior to the call and more people show.

2266
01:32:26.600 --> 01:32:29.600
Because the thing is as you're like, well shoot, this guy's doing this thing,

2267
01:32:29.600 --> 01:32:31.600
the least I can do is show up.

2268
01:32:31.600 --> 01:32:34.600
And so they're maximizing the number of schedule deployments,

2269
01:32:34.600 --> 01:32:36.600
they're maximizing the number of shows,

2270
01:32:36.600 --> 01:32:39.600
they're maximizing the number of opportunities they're getting from those opportunities,

2271
01:32:39.600 --> 01:32:41.600
and now we get to the call.

2272
01:32:41.600 --> 01:32:43.600
So now we got to close it.

2273
01:32:45.600 --> 01:32:48.600
Understand the value of preparation.

2274
01:32:48.600 --> 01:32:55.600
You would be amazed at how much of a genius you sound like if you just do five minutes of research before a call.

2275
01:32:55.600 --> 01:32:59.600
And so my rule of thumb for research is that if it's something that you do all the time,

2276
01:32:59.600 --> 01:33:04.600
it's about 10% of the time that you're going to be on a call or meeting that you can do in prep.

2277
01:33:04.600 --> 01:33:07.600
So if you have a two hour call, then you've got 12 minutes of prep.

2278
01:33:07.600 --> 01:33:10.600
If you've got a 60 minute call, then you do six minutes of prep.

2279
01:33:10.600 --> 01:33:12.600
Now this is something that if you do it all the time.

2280
01:33:12.600 --> 01:33:15.600
If this is like, I'm doing a quarterly meeting, then it reverses.

2281
01:33:15.600 --> 01:33:18.600
It's like six hours of prep for one hour of presentation.

2282
01:33:18.600 --> 01:33:20.600
If it's something that you don't do often.

2283
01:33:20.600 --> 01:33:22.600
And so salespeople do the same call over and over again.

2284
01:33:22.600 --> 01:33:26.600
But the thing that's different, the tiny bit of difference is the prospect they're speaking with.

2285
01:33:26.600 --> 01:33:28.600
And so like this applies to everything.

2286
01:33:28.600 --> 01:33:30.600
Like if you're picking a girl up at her house,

2287
01:33:30.600 --> 01:33:33.600
if you do five seconds of research in the car before you go in,

2288
01:33:33.600 --> 01:33:36.600
and you look at what her dad does and look at the company of the father and say,

2289
01:33:36.600 --> 01:33:38.600
hey, so Mr. Sounds so really nice to meet you.

2290
01:33:38.600 --> 01:33:40.600
So I see you work at whatever engineering.

2291
01:33:40.600 --> 01:33:41.600
Like do you like that stuff?

2292
01:33:41.600 --> 01:33:43.600
I see that they just had a press release coming out.

2293
01:33:43.600 --> 01:33:44.600
Do you have any involvement in that?

2294
01:33:44.600 --> 01:33:47.600
This guy would immediately see you no matter how you're dressed,

2295
01:33:47.600 --> 01:33:50.600
what you look like as it's a check.

2296
01:33:50.600 --> 01:33:53.600
They're like, whoa, like I will respect this person,

2297
01:33:53.600 --> 01:33:58.600
because he did me the honor of actually taking some time to look me up

2298
01:33:58.600 --> 01:34:00.600
and figure out more about my business.

2299
01:34:00.600 --> 01:34:02.600
He didn't show up like everybody else does,

2300
01:34:02.600 --> 01:34:05.600
not knowing which way is Sunday, trying to figure things out as they go.

2301
01:34:05.600 --> 01:34:09.600
I'm telling you, the best salespeople take those five minutes.

2302
01:34:09.600 --> 01:34:14.600
They do that tiny bit of research and the amount of rapport that you build

2303
01:34:14.600 --> 01:34:18.600
in that first one minute from having those secrets.

2304
01:34:18.600 --> 01:34:21.600
The person is then like, oh wow, they know about me.

2305
01:34:21.600 --> 01:34:23.600
Think about what it takes to close them with.

2306
01:34:23.600 --> 01:34:24.600
No like and trust.

2307
01:34:24.600 --> 01:34:28.600
Well all of a sudden, you feel known because they did it.

2308
01:34:28.600 --> 01:34:32.600
You like people who know more about you and what else do you do?

2309
01:34:32.600 --> 01:34:36.600
You trust people who know more about you because you approximate friendship.

2310
01:34:36.600 --> 01:34:39.600
You approximate a relationship and you do,

2311
01:34:39.600 --> 01:34:42.600
and you get to do a ton of that at the first second of the call

2312
01:34:42.600 --> 01:34:44.600
rather than taking the five first minutes of the call

2313
01:34:44.600 --> 01:34:46.600
to show that you don't know what you're doing.

2314
01:34:46.600 --> 01:34:49.600
Right as I started selling gym owners rather than weight loss

2315
01:34:49.600 --> 01:34:51.600
when I was selling my turnaround business,

2316
01:34:51.600 --> 01:34:55.600
I started getting leads but I didn't have any like methodology.

2317
01:34:55.600 --> 01:34:57.600
So like I had a webinar, I didn't work,

2318
01:34:57.600 --> 01:35:00.600
and so I just started finding people on Google using their emails.

2319
01:35:00.600 --> 01:35:02.600
And so I'd find their social profiles,

2320
01:35:02.600 --> 01:35:04.600
and I'd literally have to piece together like a profile

2321
01:35:04.600 --> 01:35:06.600
of who this person was because the only thing I was collecting

2322
01:35:06.600 --> 01:35:08.600
was an email for this webinar.

2323
01:35:08.600 --> 01:35:10.600
And so I'd find like three or four social profiles

2324
01:35:10.600 --> 01:35:12.600
and then I would connect with them,

2325
01:35:12.600 --> 01:35:14.600
and I would do some research so that I could make my reach out

2326
01:35:14.600 --> 01:35:16.600
and not look sketchy as hell.

2327
01:35:16.600 --> 01:35:19.600
And so when I would do my reach out that I would have all this data

2328
01:35:19.600 --> 01:35:22.600
that I put as almost like a little profile together about them.

2329
01:35:22.600 --> 01:35:24.600
And so when I hopped on the phone,

2330
01:35:24.600 --> 01:35:27.600
they were like, whoa, like you know a lot about my gym.

2331
01:35:27.600 --> 01:35:29.600
And I was like, well yeah, and I saw that,

2332
01:35:29.600 --> 01:35:30.600
because I'd look at the images and be like,

2333
01:35:30.600 --> 01:35:32.600
so I saw your square footage layout.

2334
01:35:32.600 --> 01:35:34.600
I think if you move this here, this might actually be able to

2335
01:35:34.600 --> 01:35:37.600
allow you to double the amount of usable square footage

2336
01:35:37.600 --> 01:35:38.600
that you have for the sessions,

2337
01:35:38.600 --> 01:35:40.600
and that would help me sell more people into your gym.

2338
01:35:40.600 --> 01:35:42.600
So I don't know if you're open to something like that.

2339
01:35:42.600 --> 01:35:44.600
But now I'm coming in with like, I see the problem.

2340
01:35:44.600 --> 01:35:46.600
I also have the solution because I thought about it

2341
01:35:46.600 --> 01:35:47.600
before we got on the phone,

2342
01:35:47.600 --> 01:35:49.600
because I don't want to waste your time trying to figure things out.

2343
01:35:49.600 --> 01:35:51.600
Now, I want to figure them out before I end up coming with solutions.

2344
01:35:51.600 --> 01:35:54.600
And this is when I start now, so I didn't have a reputation yet.

2345
01:35:54.600 --> 01:35:57.600
So I had to build the reputation by showing up

2346
01:35:57.600 --> 01:36:00.600
and providing more value than other people were ahead of time.

2347
01:36:00.600 --> 01:36:03.600
And this is where like, if you're new and you're coming into a space,

2348
01:36:03.600 --> 01:36:04.600
you win through prep.

2349
01:36:04.600 --> 01:36:07.600
Like, the big guys have the reputation.

2350
01:36:07.600 --> 01:36:09.600
The small guys win through preparation.

2351
01:36:12.600 --> 01:36:14.600
The best salespeople take notes.

2352
01:36:14.600 --> 01:36:17.600
This is one of those things that is just like prep,

2353
01:36:17.600 --> 01:36:19.600
but it preps you for the next call.

2354
01:36:19.600 --> 01:36:22.600
And so you do your public preparation

2355
01:36:22.600 --> 01:36:24.600
with what you can find and observe.

2356
01:36:24.600 --> 01:36:26.600
You do your second call preparation

2357
01:36:26.600 --> 01:36:27.600
with what you find out on the phone.

2358
01:36:27.600 --> 01:36:29.600
And I'm telling you, if you hop on the phone and say,

2359
01:36:29.600 --> 01:36:32.600
oh, yeah, so you've got your daughter, Sarah and Jessica

2360
01:36:32.600 --> 01:36:34.600
and they're at Colorado and they're finishing up.

2361
01:36:34.600 --> 01:36:37.600
And you've got X, Y, and Z happening in the business.

2362
01:36:37.600 --> 01:36:38.600
Is that correct?

2363
01:36:38.600 --> 01:36:39.600
Okay, cool.

2364
01:36:39.600 --> 01:36:41.600
Just make a trick just read over to some of the passengers

2365
01:36:41.600 --> 01:36:42.600
forgot on the call.

2366
01:36:42.600 --> 01:36:45.600
They're like, oh, wow, I don't have to resay my whole life story again.

2367
01:36:45.600 --> 01:36:47.600
This guy, now when this guy makes recommendations,

2368
01:36:47.600 --> 01:36:50.600
I assume he does it within the context of my business.

2369
01:36:50.600 --> 01:36:52.600
Because one of the big things when you are selling something

2370
01:36:52.600 --> 01:36:54.600
is that people want to make sure that it, not only that it works,

2371
01:36:54.600 --> 01:36:56.600
but it's going to work for them.

2372
01:36:57.600 --> 01:37:00.600
And so you can address that concern

2373
01:37:00.600 --> 01:37:02.600
before it ever comes up by proving

2374
01:37:02.600 --> 01:37:04.600
that your recommendations are contextual.

2375
01:37:04.600 --> 01:37:08.600
This is also what switches you from being a salesman to consultant.

2376
01:37:08.600 --> 01:37:10.600
This is what switches you from somebody who's just trying to close,

2377
01:37:10.600 --> 01:37:12.600
to somebody who's trying to help.

2378
01:37:15.600 --> 01:37:18.600
The most brilliant salespeople listen more than they talk.

2379
01:37:18.600 --> 01:37:20.600
And this is one that people get wrong all the time.

2380
01:37:20.600 --> 01:37:22.600
Is that they see super talkative people.

2381
01:37:22.600 --> 01:37:25.600
I mean, moms in high school like you should get into sales

2382
01:37:25.600 --> 01:37:26.600
because you don't shut up.

2383
01:37:26.600 --> 01:37:29.600
No, that's not always the case.

2384
01:37:29.600 --> 01:37:31.600
That's what bad salespeople look like.

2385
01:37:31.600 --> 01:37:33.600
And unfortunately, the thing is,

2386
01:37:33.600 --> 01:37:36.600
is the best salespeople don't come off as salespeople.

2387
01:37:36.600 --> 01:37:38.600
They just close.

2388
01:37:38.600 --> 01:37:41.600
And so people don't feel sold.

2389
01:37:41.600 --> 01:37:43.600
They feel like they bought.

2390
01:37:43.600 --> 01:37:46.600
And so everybody buys stuff every day all the time.

2391
01:37:46.600 --> 01:37:49.600
And they're buying from companies that have salespeople

2392
01:37:49.600 --> 01:37:51.600
and they don't know it.

2393
01:37:51.600 --> 01:37:53.600
So when you go to a restaurant and they ask you if you want dessert,

2394
01:37:53.600 --> 01:37:54.600
that's a sale.

2395
01:37:54.600 --> 01:37:56.600
They get commissions on those things.

2396
01:37:56.600 --> 01:37:58.600
And if they do it in a weird way, you're like,

2397
01:37:58.600 --> 01:37:59.600
I don't want to be sold.

2398
01:37:59.600 --> 01:38:01.600
If they do it in a great way, you're like, oh, I'm so glad

2399
01:38:01.600 --> 01:38:02.600
that person made that recommendation.

2400
01:38:02.600 --> 01:38:04.600
And so you never felt like you got sold.

2401
01:38:04.600 --> 01:38:05.600
You felt like you bought.

2402
01:38:05.600 --> 01:38:07.600
And so the problem is that the reputation of salespeople

2403
01:38:07.600 --> 01:38:09.600
is terrible because you only remember the bad ones.

2404
01:38:09.600 --> 01:38:12.600
We actually did this big study because we have a huge amount of sales calls

2405
01:38:12.600 --> 01:38:14.600
that we can look at across the whole portfolio.

2406
01:38:14.600 --> 01:38:16.600
And when you software that analyzes the calls with AI and all that stuff,

2407
01:38:16.600 --> 01:38:18.600
we can see what's talk time versus listen time.

2408
01:38:18.600 --> 01:38:21.600
And the best salespeople listen twice as much as they talk.

2409
01:38:22.600 --> 01:38:26.600
And so the little isms that I have for this is that the person who's answering the questions

2410
01:38:26.600 --> 01:38:28.600
is the one getting interrogated.

2411
01:38:28.600 --> 01:38:30.600
You don't want to be the one getting interrogated.

2412
01:38:30.600 --> 01:38:32.600
And whenever you answer questions,

2413
01:38:32.600 --> 01:38:34.600
you give the other person something to attack.

2414
01:38:34.600 --> 01:38:37.600
And so you want them to be answering so that you have things

2415
01:38:37.600 --> 01:38:39.600
that you can pick apart and move around.

2416
01:38:39.600 --> 01:38:41.600
If you're the one answering questions,

2417
01:38:41.600 --> 01:38:43.600
then you're the one who's getting picked apart

2418
01:38:43.600 --> 01:38:45.600
and has things that they can disagree with.

2419
01:38:45.600 --> 01:38:47.600
I want to be like smoke, right?

2420
01:38:47.600 --> 01:38:50.600
They can't catch anything that I say.

2421
01:38:50.600 --> 01:38:54.600
So if someone says, hey, well, tell me what makes you better than your competition.

2422
01:38:54.600 --> 01:38:57.600
I'd be like, well, what things you're looking for?

2423
01:38:57.600 --> 01:38:59.600
Right back to them, right?

2424
01:38:59.600 --> 01:39:01.600
It's like, it's like, it's like, right back to you.

2425
01:39:01.600 --> 01:39:03.600
Well, I would want this, this, and this, and this.

2426
01:39:03.600 --> 01:39:05.600
I'm like, why are those things important to you?

2427
01:39:05.600 --> 01:39:07.600
Right back to you.

2428
01:39:07.600 --> 01:39:09.600
I can do this all day.

2429
01:39:09.600 --> 01:39:12.600
I can not answer because the thing is that they believe nothing that you say.

2430
01:39:12.600 --> 01:39:14.600
They believe everything that they say.

2431
01:39:14.600 --> 01:39:16.600
And so I need them to say that it's a good idea, not me.

2432
01:39:16.600 --> 01:39:18.600
When I started selling weight loss,

2433
01:39:18.600 --> 01:39:24.600
I realized really quickly that I had an agenda of what I wanted to tell people they needed to do.

2434
01:39:24.600 --> 01:39:30.600
And I realized that I didn't have time in 15 minutes to re-educate someone their last 10 years of life.

2435
01:39:30.600 --> 01:39:34.600
Of all the experiences good and bad that they had prior to me.

2436
01:39:34.600 --> 01:39:36.600
What I needed to do in that moment was get them to buy.

2437
01:39:36.600 --> 01:39:40.600
And then I could spend the rest of my time trying to do the real education stuff.

2438
01:39:40.600 --> 01:39:45.600
And so I wanted to simply align with where they were coming from to get them to make the sale.

2439
01:39:45.600 --> 01:39:49.600
And so that was why I started asking, what have you done before?

2440
01:39:49.600 --> 01:39:51.600
What did you like? What did you not like?

2441
01:39:51.600 --> 01:39:53.600
Rather than picking apart the things they did.

2442
01:39:53.600 --> 01:39:56.600
And then they'll be like, I actually really like that about that other thing.

2443
01:39:56.600 --> 01:39:57.600
Lost the sale.

2444
01:39:57.600 --> 01:40:02.600
Only takes a few times of doing that to be like, I'm going to shut the fuck up and just let them tell me what they liked.

2445
01:40:02.600 --> 01:40:04.600
And then I'll say we're like that and not like that.

2446
01:40:04.600 --> 01:40:10.600
And so the whole concept here is you want to educate the prospect so that they can come to their own conclusion.

2447
01:40:11.600 --> 01:40:15.600
And so the only gaps that you're filling is hard information.

2448
01:40:15.600 --> 01:40:19.600
And I only give that information after I already notes the right answer.

2449
01:40:19.600 --> 01:40:25.600
And so just like lawyers don't ask questions when they're on the stand that they don't already know the answers to.

2450
01:40:25.600 --> 01:40:28.600
She never asked for the sale unless you already know they're going to buy.

2451
01:40:28.600 --> 01:40:31.600
And so there are times and this is where pattern recognition is helpful for sales people.

2452
01:40:31.600 --> 01:40:35.600
This is what the brilliant sales people do is that if they're like, I don't think he's ready there.

2453
01:40:35.600 --> 01:40:36.600
I don't think he's ready yet.

2454
01:40:36.600 --> 01:40:38.600
And it's like, you don't you don't go for the kill.

2455
01:40:38.600 --> 01:40:41.600
You just ask more questions like, I feel some hesitation.

2456
01:40:41.600 --> 01:40:42.600
Like, what are your main concerns right now?

2457
01:40:42.600 --> 01:40:44.600
Like, I'm feeling some hesitation around price.

2458
01:40:44.600 --> 01:40:45.600
Talk to me about that.

2459
01:40:45.600 --> 01:40:51.600
There's two ways, by the way, if you're weirded out about asking questions is that you can both give commands or ask questions.

2460
01:40:51.600 --> 01:40:57.600
And so you can change the cadence up in the script by saying, so instead of saying, for example, hey, how's it going?

2461
01:40:57.600 --> 01:41:00.600
It's an easy first thing a lot of people say on the first thing they call.

2462
01:41:00.600 --> 01:41:03.600
But if I say, tell me about your day, it's a very different thing.

2463
01:41:03.600 --> 01:41:07.600
Because it people have automatic responses to questions they hear all the time.

2464
01:41:07.600 --> 01:41:12.600
And so if you want to break a pattern with somebody and then get them more present, you say, tell me about your day.

2465
01:41:12.600 --> 01:41:15.600
And they're like, oh, I mean, it was good.

2466
01:41:15.600 --> 01:41:17.600
I had a couple of calls before this and you're like, oh, that's fantastic.

2467
01:41:17.600 --> 01:41:18.600
Is that related to this thing?

2468
01:41:18.600 --> 01:41:23.600
Because I looked up on the line, totally different perspective on that salesperson in the first 30 seconds.

2469
01:41:23.600 --> 01:41:24.600
Right?

2470
01:41:24.600 --> 01:41:26.600
So they listen more than they talk.

2471
01:41:26.600 --> 01:41:28.600
They are like smoke.

2472
01:41:28.600 --> 01:41:37.600
You only answer questions with questions unless you already know that the statement that you're going to say is in alignment with what you know the person wants.

2473
01:41:37.600 --> 01:41:42.600
And so if they're like, tell me why you're different, then I'd be like, well, what have you done in the past?

2474
01:41:42.600 --> 01:41:45.600
Because then it'll give me more context so I can help explain it.

2475
01:41:45.600 --> 01:41:46.600
Now, they're going to say all these things.

2476
01:41:46.600 --> 01:41:47.600
I'd be like, what did you like about that?

2477
01:41:47.600 --> 01:41:49.600
What did you not like about that?

2478
01:41:49.600 --> 01:41:54.600
And so when I get to the point where I actually have to say what are things about, I'm going to highlight all the things they liked about the other stuff.

2479
01:41:54.600 --> 01:41:57.600
And I'm going to not highlight the things they didn't like about the other stuff.

2480
01:41:57.600 --> 01:41:58.600
And all of a sudden they'll be like, this is perfect.

2481
01:41:58.600 --> 01:41:59.600
I'll be like, what do you know?

2482
01:41:59.600 --> 01:42:01.600
I just asked you the question of the things you wanted.

2483
01:42:01.600 --> 01:42:09.600
And as long as they are the things that we can actually provide, I highlighted those features about our thing because I already knew which piano keys to play because you told me.

2484
01:42:09.600 --> 01:42:13.600
They breathe the script.

2485
01:42:13.600 --> 01:42:20.600
And so the reason I use that is because that is the best description I can give is that they can say it without thinking.

2486
01:42:20.600 --> 01:42:23.600
Just like you breathe without thinking, they can say the script without thinking.

2487
01:42:23.600 --> 01:42:29.600
Because you can't listen to a prospect if you're waiting to talk because you're trying to remember what you're going to say next.

2488
01:42:29.600 --> 01:42:39.600
You need to know all of the script like the Bible or like something that you've memorized in the past so that you can be 100% present with the prospect and listening.

2489
01:42:39.600 --> 01:42:43.600
And so my favorite ism around this is again.

2490
01:42:43.600 --> 01:42:53.600
And the first time I learned this was I saw an exceptional sales trainer training a rep and he was just drilling them on the opening 30 seconds of the script.

2491
01:42:53.600 --> 01:42:59.600
And so they did the script and I was watching him listen to them while giving them visual cues.

2492
01:42:59.600 --> 01:43:06.600
And so this was a huge advancement in terms of my understanding of selling happened because before this I knew how to sell but I couldn't transfer the skill.

2493
01:43:06.600 --> 01:43:11.600
But this guy was sitting there and he was like, yep, yep, yep, Paul is harder on this word.

2494
01:43:11.600 --> 01:43:18.600
Do it again. Nice. Do it again. Nice. One more time. Nice. Keep going.

2495
01:43:18.600 --> 01:43:25.600
And so he would get them to drill it three times in a row the right way after making the correction and then he would keep going in the script.

2496
01:43:25.600 --> 01:43:35.600
And so the point was is that if you're a salesperson, you need to be able to do it again and again and again because the word,

2497
01:43:35.600 --> 01:43:41.600
the decision matters a lot. You don't want to be one of these salespeople that takes 100 words to say something you can say in five.

2498
01:43:41.600 --> 01:43:48.600
It'll also make your sales way longer. So again, the best salesperson can take more calls because they shorten the call required.

2499
01:43:48.600 --> 01:43:58.600
A mediocre salesperson will do the script in the beginning and it'll close and they will have coughed right before they asked for the clothes and then the person closes and so they get reinforcement for coughing.

2500
01:43:58.600 --> 01:44:05.600
And so the next sales call they take, they add a coffin and whether that person closes or not, they're like, well, it worked on that other one.

2501
01:44:05.600 --> 01:44:15.600
And so all of a sudden they add coughing in right before they close. Now the next time on the time that they close, let's say on their fourth call after this, they also added a second question in before the close.

2502
01:44:15.600 --> 01:44:21.600
So they add the second question in and then you see where this happens is that they cough and add a second question to every single call that they do.

2503
01:44:21.600 --> 01:44:32.600
And by doing this over time, the length of the script and the length of the things that salespeople do continues to expand because they get positive reinforcement but the reality is that that person might have just been willing to buy no matter what.

2504
01:44:32.600 --> 01:44:38.600
And so the script gets longer and longer even though it might not have nothing to do with what was required to close.

2505
01:44:38.600 --> 01:44:50.600
And so you want to be as concise as humanly possible. This is what the best salespeople do in order to close the most sales per day per unit of time because the less time you're on the phone after you make the sale, the more time you have to fill your calendar back up.

2506
01:44:50.600 --> 01:45:09.600
And so the three tactics is the sales managers is that you rehearse the script every morning. They do role plays meaning let's pretend like our prospect like you got up you got to get over whatever your weirdness is with role playing like I don't know what it is but so many managers like don't want to role play like get over yourself.

2507
01:45:09.600 --> 01:45:20.600
You have to role play in order for them to get good and when you do the role playing, you work on one specific part of the script because if you're doing every morning, you're going to be able to work things pretty quickly.

2508
01:45:20.600 --> 01:45:36.600
But you're like today, we're just going to focus on the intro today. We're just going to focus on the clothes today. I just want you to focus on how we're overcoming spouse overcomes. I want you to overcome. I have to think about it issues. I want you to give me two or three bangs in a row to overcome that obstacle because you seem to be struggling with it.

2509
01:45:36.600 --> 01:45:46.600
And so by and you just keep hitting it again and again and again so that when it comes up, they just breathe it out rather than thinking about it also because no one can improve multiple things at the same time.

2510
01:45:46.600 --> 01:45:56.600
So when you say, hey, there's nine things you did wrong. One, it's incredibly discouraging. Second, they can't improve any of them. And so if you look at any good skills coach, whether it's a basketball coach or it's a painting coach or a sales coach.

2511
01:45:56.600 --> 01:46:08.600
They work, they might see you have a hundred things wrong with your game. They're just going to focus on one at a time until they clean them all up and then all of a sudden you become an exceptional salesperson. So I said I had nine, but I have way more than nine. So enjoy. So here's number 10.

2512
01:46:11.600 --> 01:46:18.600
They kill zombies up front. Now that's the term that we use internally. You can say diffuse the bomb, which is one that I did earlier in my career is what I used to say.

2513
01:46:18.600 --> 01:46:26.600
But I'm middle eastern. So you know, we had to change that the formal definition that I use is you've got obstacles and you've got objections and obstacle occurs before you've mentioned the price.

2514
01:46:26.600 --> 01:46:37.600
And so if someone says, for example, you know, I have a special snowflake thyroid issue, right? And you're trying to say like you need to do this thing to lose weight. You know that that's going to blow up on you in the sale. See, we're doing bomb references.

2515
01:46:37.600 --> 01:46:45.600
So you have to address it in front and it's much easier to address things before you ask for money than after if you do it after it's called an objection.

2516
01:46:45.600 --> 01:46:50.600
All right. So I say obstacles are up front. You want to avoid them. You want to move around them. Right. I mean, you have to crush the room realistically.

2517
01:46:50.600 --> 01:46:59.600
But you get through those and then objections. You have to handle. But now that the time is ticking on the bomb. Like now you have a short period of time before it blows up on you. Right.

2518
01:46:59.600 --> 01:47:11.600
Or the zombies about to bite you whatever analogy you want. Spouse, for example, or decision maker or I'm not going to have time to do this thing or there's elements of this, you know, program or implementation that aren't a fit for me.

2519
01:47:11.600 --> 01:47:19.600
You want to dress all that stuff up front so that you've handled everything before the stakes get lifted when you mentioned price and then you go for the close.

2520
01:47:19.600 --> 01:47:26.600
And the obstacles and objections that you handle are always the same. And so they're going to bubble up to three main things. One is going to be circumstances.

2521
01:47:26.600 --> 01:47:35.600
So circumstances can be time. It's going to be money. It's going to be things about this specific program or implementation. Those are all circumstances. Those are outside.

2522
01:47:35.600 --> 01:47:46.600
The next is going to be other people that's going to be my wife, my employees, my kid, my some, my business partner, somebody else has decision making authority and the third is going to be myself.

2523
01:47:46.600 --> 01:47:52.600
Somebody who themselves doubts that they can do it or that they will be successful or that it's the way they want it to be done.

2524
01:47:52.600 --> 01:48:04.600
The good news is that most of the time when you are diffusing these bombs, they start with the outside because time, money, fit is what I like to call it are things that are really easy to cast blame to.

2525
01:48:04.600 --> 01:48:12.600
And it's almost, it's a, it's a response, right? It's like they don't have to think about it. I don't have time. I don't have the money. I don't have the card I want. Like I don't have the, you know, whatever.

2526
01:48:12.600 --> 01:48:21.600
If they talk about an authority figure, then it means that like I would do it, but this person's in the way. And so now you're one step closer to the decision maker.

2527
01:48:21.600 --> 01:48:31.600
Once you handle that, if you have somebody who says, I need to think about it, that's actually great because I mean, you're already two layers of the onion deeper to just like you're talking to somebody who's in power who can make the decision.

2528
01:48:31.600 --> 01:48:38.600
Great. Now you just have to help, help them make the decision. And so you should know all of the key fundamentals of how to overcome these.

2529
01:48:38.600 --> 01:48:43.600
Now, you can memorize each of them, which I highly recommend, but I think it's also good to understand the fundamentals.

2530
01:48:43.600 --> 01:48:55.600
And so this is what the best salespeople do is that they have key stories or metaphors to break the belief that the person has around that obstacle.

2531
01:48:55.600 --> 01:49:03.600
So for example, if someone says, Hey, I can't decide today because you know, my husband and I make all our decisions together, right?

2532
01:49:03.600 --> 01:49:14.600
Now, this depends on the nature of your sale. If you're in a transactional sale, and I would say like a consumer based sale that's under a thousand bucks, maybe two thousand bucks, usually you have to do that right there.

2533
01:49:14.600 --> 01:49:21.600
If you have like a B to B sale, that's going to be a multi, you know, multi call sale, then you might have to bring in stakeholders.

2534
01:49:21.600 --> 01:49:31.600
And so this is one of the nuances that depends on the thing you're selling in the price point. But the way that the best salespeople do this is that you play out something in the past and you played out in the future.

2535
01:49:31.600 --> 01:49:37.600
Okay. So with the decision maker, you'd say, Hey, so let me tell you about this girl Susan. She was just like you.

2536
01:49:37.600 --> 01:49:45.600
And she actually had the same issue come up, which she was like, I don't do anything without the consent of my husband. And you know what happened? She walked out.

2537
01:49:45.600 --> 01:49:56.600
Her husband said, I don't want you to spend the money. I actually saw her a few years later. And when I talked to her, I said, Hey, so how's, how's things going with the, you know, the fitness stuff? She was like, Oh, they're, they're not.

2538
01:49:56.600 --> 01:50:01.600
And I was like, Oh, why? She was like, well, my husband never lets me do anything. And I was like, Oh, geez.

2539
01:50:01.600 --> 01:50:10.600
That's got to be kind of rough. And she was like, Yeah, it sucks. And so the thing is, is that if you play it out into the future, like, you're going to end up

2540
01:50:10.600 --> 01:50:15.600
presenting that person because they're not letting you do what you want. And so I think what you're asking for is permission when you really need support.

2541
01:50:15.600 --> 01:50:25.600
That's how you, how you like, you go from past to future, right? And so then you can play it out with this person. So so let's play it out five years. So over the last five years, you've gained five pounds a year.

2542
01:50:25.600 --> 01:50:32.600
So you're 25 pounds heavier. So five years from now, if you're 25 pounds heavier than you are right now, they're like, Oh, my God, if I'm 25 pounds heavier than anyone.

2543
01:50:32.600 --> 01:50:37.600
That's the track you're on. And so let's play it out. Like, what if they say no?

2544
01:50:37.600 --> 01:50:44.600
And so sometimes they're like, well, then I would do it anyways. Then you're like, awesome. Let's sign up. Now one out of three times, that's actually what happened, which is crazy.

2545
01:50:44.600 --> 01:50:56.600
I still been blown away by that. But then the two out of three times, then I go, you want permission not support. Now, if you're looking at time or money, for example, then you say, Hey, we need, we need resourcefulness now resources.

2546
01:50:56.600 --> 01:51:04.600
So it's like you have your little isms that you can remember. If it's time, then it's, well, is it a seasonal thing? Because if it's a seasonal thing, means you're busy right now.

2547
01:51:04.600 --> 01:51:12.600
And you might be, you know, less busy later. That assumes that you'll never be busy again. And so do you want this thing to be long lasting the simplitation?

2548
01:51:12.600 --> 01:51:18.600
Or do you want it to be just like only for the time that you're not busy? And then you'll fall off again when you when you get busy? Well, sure, I want it to last forever.

2549
01:51:18.600 --> 01:51:22.600
It's like, okay, well, then you should probably start when you're busy because that's what I'm going to be giving you the most support is now.

2550
01:51:22.600 --> 01:51:28.600
So that when you get to the free time, it'll be easy coasting. And when you get busy again, you know how to stick with it because you had the support.

2551
01:51:28.600 --> 01:51:38.600
Right. And so again, it's like you have to be able to dismantle these things as you understand all of these. There's a fundamental underlying fallacy of giving away power to something else.

2552
01:51:38.600 --> 01:51:44.600
Because people don't want to make mistakes. They don't want to fail. And so they come up with all of these excuses.

2553
01:51:44.600 --> 01:51:50.600
They come up with time. They say like, that's the seasonal thing. You can have time in terms of the micro, which is, I don't have time in my day.

2554
01:51:50.600 --> 01:52:01.600
I'm like, well, you're here. So when were you imagining? This is why you do this up front. When were you imagining how much time can you dedicate to this implementation to this SEO agency to this? We lost part of whatever it is, right?

2555
01:52:01.600 --> 01:52:08.600
If you ask that up front, then if they say, oh, I don't have time with it, then you say, well, what changed between then and now?

2556
01:52:08.600 --> 01:52:14.600
Just so I have understanding. Did I ask the question in a weird way that made you like not understand it?

2557
01:52:14.600 --> 01:52:22.600
And again, this is where tone matters a lot because now you're in the red zone, right? Now it's like the bomb's way more sensitive because the time ticker's going.

2558
01:52:22.600 --> 01:52:29.600
And so we want to be actually, this is where rapport is so important in the beginning because I'll add this in. This is a bonus one.

2559
01:52:29.600 --> 01:52:38.600
I call it the ghetto tone, OK? And I learned some same back yard. So he had a personal training business. And that's why I shadowed underneath when I got into fitness.

2560
01:52:38.600 --> 01:52:42.600
He let me just work for him for a minimum wage. And so I learned how the gym business worked.

2561
01:52:42.600 --> 01:52:50.600
I saw him have this, you know, rich white lady doesn't put her weights back, right? And he was still training at the time, like he was training sessions a little bit.

2562
01:52:50.600 --> 01:52:56.600
And so he was like, girl, he's like, I know you ain't about to leave my gym without putting your weights back.

2563
01:52:56.600 --> 01:53:03.600
And he's a person, dude, right? But he would get into this kind of like ghetto, like whatever you want to call it, way of talking.

2564
01:53:03.600 --> 01:53:12.600
And she'd be like, fine, I'll go put him back. And I thought about that. And I was like, man, if I had just been like, hey, Susan, can you put your weights back?

2565
01:53:12.600 --> 01:53:25.600
She's like, I pay for personal training. You can put my weights back. Like that could get really bad, really fast. But when you say it like that, all of a sudden it's like, I'm communicating the same thing.

2566
01:53:25.600 --> 01:53:38.600
And I get the desired result. And they think it's fun and lighthearted. And so in the same sense, when you're in the clothes, I use a ton of humor and that tonality to diffuse hard conversations.

2567
01:53:38.600 --> 01:53:46.600
So I say like, girl, I was like, five minutes ago, it's like you had four hours a week. I was like, what happened my four hours? If I say that, no one's gonna be upset with me.

2568
01:53:46.600 --> 01:53:58.600
They'd be like, well, I mean, I didn't know that he was going to be ex-wise yet. And then I'd be like, fine, I know. And then tone switch. And you're like, what's really going on?

2569
01:53:59.600 --> 01:54:03.600
And then you get the real stuff. Because guess what?

2570
01:54:05.600 --> 01:54:11.600
Closers ask hard questions, right? And they're the questions. It's the place where you don't want to go, which is where you need to go.

2571
01:54:11.600 --> 01:54:19.600
Which is, you want them to diffuse the bomb in front of you, not when they get home, right? And so you don't want them to sit with the decision. You want them to confront.

2572
01:54:19.600 --> 01:54:27.600
It's like, you might be wondering, this is a lot of money. Let's talk about it, right? You might be wondering if your husband's gonna be against it. Well, let's talk about some reasons that he might not be against it.

2573
01:54:27.600 --> 01:54:34.600
Let's talk about what your business partner will say if you buy this without their permission. Let's talk about that, right?

2574
01:54:34.600 --> 01:54:46.600
And so you want to confront those ugly things. You don't want to, because you're not, if you take anything from this, the best salespeople want to confront it because they're better at selling them than they are at selling themselves.

2575
01:54:46.600 --> 01:54:51.600
So you want them to confront the obstacle in front of you so that you can help them through it.

2576
01:54:51.600 --> 01:55:01.600
So don't wait for, like, you're not going to avoid it. I promise you. You think you're avoiding the landmine, but like, because sometimes you hear that thing in the beginning of the call and you're like, that's a bit, I don't know if I want to blow the cut.

2577
01:55:01.600 --> 01:55:09.600
It's going to blow up in the close. If you can't even confront it before you've mentioned price, it's definitely coming up after you mentioned price. So like, confront it now.

2578
01:55:09.600 --> 01:55:18.600
So one of my favorite ways to get to the hard question is asking, what are you afraid of happening? And then I follow that with, let's just play it out.

2579
01:55:18.600 --> 01:55:23.600
A lot of times it's like, people don't even want to look at what's going to happen. It's like, no, let's play it out, right?

2580
01:55:23.600 --> 01:55:31.600
Like, I remember I had this sale that happened where I had a lady who was like, I follow Dave Ramsey and I have envelopes of cash.

2581
01:55:31.600 --> 01:55:42.600
And if I give you this envelope, that's my grocery money for the week. If I do this program. And I was like, okay, well, what are you afraid of?

2582
01:55:42.600 --> 01:55:51.600
And she like paused and I was like, is it that you won't be able to afford food? I was like, would you be afraid of that? And she was like, well, yeah, because she thought she was going to win the sale that was a trap.

2583
01:55:51.600 --> 01:55:56.600
And I was like, but you're trying to lose weight. I was like, worst case scenario. Don't afford food. You lose some weight. I was like, when went?

2584
01:55:56.600 --> 01:56:05.600
Now I did that with a good tone. So she got a laugh out of it. Right? And I was like, but let's be real. I was like, have you ever bought anything in the past that you weren't sure you could afford?

2585
01:56:05.600 --> 01:56:10.600
I was like, and where are you now? You still survived. You're not on the couch. Right? I was like, we always make it work in the end.

2586
01:56:10.600 --> 01:56:15.600
And you have to cut somewhere else. I was like, this is something that's going to last me forever. Like, you have all these clothes.

2587
01:56:15.600 --> 01:56:20.600
I was like, you want to make all of them look better in six weeks? I was like, just lose 20 pounds. What are you afraid of?

2588
01:56:20.600 --> 01:56:27.600
Let's play it out. Best case worst case. When you do that, you can basically take away the emotion from the decision and say, okay, worst case scenario.

2589
01:56:27.600 --> 01:56:35.600
You're on your friend's couch and you know what? You were poor before this and you were happy then too. So worst case scenario is in the same position you've been in before and it was fine.

2590
01:56:35.600 --> 01:56:41.600
Best case scenario, you change your life forever. So does that feel like a bet you really need to take?

2591
01:56:42.600 --> 01:56:48.600
Right? And so if you, if you just, you want to confront it and then walk into what they're afraid of and just say, let's play it out.

2592
01:56:48.600 --> 01:56:56.600
So this happens here. This happens here. Best case worst case. And I can tell you that I probably close more sales on best case worst case than any other clothes I have.

2593
01:56:59.600 --> 01:57:04.600
Ask for the sale again. And so this is a big one. If you do not ask for the sale, you will not get it. That is a promise.

2594
01:57:05.600 --> 01:57:10.600
Once you ask, if you ask again, you'll increase likely that they buy. Now there's a right way to do this and a wrong way to do this.

2595
01:57:10.600 --> 01:57:20.600
If you just ask again, when someone says no, bad luck. If someone says no and you ask why and then you resolve the why, then you ask again.

2596
01:57:20.600 --> 01:57:28.600
And that makes sense. It says, hey, I can't make Tuesdays and you say, no worries. If we're able to do it on Thursday with that work for you and they say, yes, they say awesome.

2597
01:57:28.600 --> 01:57:42.600
So you want to move forward. You ask again. Right. So all you're doing is resolving the concern. There's terms in the industry called looping or, you know, obstacle overcomes whatever, whatever wording you want to use is that you resolve the concern and you ask again.

2598
01:57:42.600 --> 01:57:56.600
And you can do this literally unlimited times as long as you resolve the concern and then you ask again. I mean, Layla will tell you that like if it was either a Sunday sale because I usually had way less calls on Sundays or it was the last deployment of the day for me.

2599
01:57:56.600 --> 01:58:08.600
She just knew that I would always close that sale because I would just have unlimited time because I was like, I will just keep going. And so I will ask again and again and again and I had a partner back in the day.

2600
01:58:08.600 --> 01:58:13.600
I don't know if I like the visual, but he's like, he's like, you're like a pit bull on someone's ankle. He's like, you just will not fucking let them leave.

2601
01:58:13.600 --> 01:58:19.600
And I was like, it's because I think I think that they need it. They came in because they're trying to lose weight. We sell weight loss. What's the problem?

2602
01:58:19.600 --> 01:58:31.600
Like, we just have to figure it out. And it usually is just like, it's mounds of stuff. You have to un-pile of all these excuses of all the times that they've been unsuccessful in their lives. It's like, they came in because they want to solve the problem.

2603
01:58:31.600 --> 01:58:40.600
And when they can confront it with the decision, they get freaked out again because they really have this past traumas of the things they've tried and then feeling like a failure and then they associate that failure with you in the moment.

2604
01:58:40.600 --> 01:58:45.600
And you're like, hey, Susan, calm down. We're just going to have you eat some fucking chicken and walk a little bit. It's going to be okay.

2605
01:58:45.600 --> 01:58:56.600
And so the best closers come from the frame of helping the prospect. And so I will tell you this right now, the best salespeople care more about the prospect than they do.

2606
01:58:56.600 --> 01:59:04.600
So whoever cares the most about the prospect wins the sale. And so if they care more about themselves, then they will win. Now you're like, well, of course they're going to look care more about themselves.

2607
01:59:04.600 --> 01:59:17.600
If you have more context than they do, which you should because you know more about the product than they do, you should be able to have the best perspective to say, no, I'm not going to let this guy's limiting beliefs get in the way because I really want to help him or really want to help her.

2608
01:59:17.600 --> 01:59:23.600
And I can see that today it feels safe to retreat back to not taking action on this huge pain that they have.

2609
01:59:23.600 --> 01:59:31.600
But I can see how this is going to play out because I've seen a hundred other people just like them walk out the door and I see him a year later and they're in the exact same position or worse.

2610
01:59:31.600 --> 01:59:43.600
And I don't want that for them. And so if you keep the human at the forefront of your mind when you're making the sale, you'll never come across pushy because you they could hear the intention, they can hear the tonality in your voice about you actually just trying to help them.

2611
01:59:43.600 --> 01:59:59.600
So when you ask for the sale again, having key stories and metaphors that you can use to break beliefs is what allows you to then ask again, you can do that literally unlimited times as long as they have time and you have time and you address the problem.

2612
01:59:59.600 --> 02:00:09.600
And if you don't address the problem and ask in the good annoyed, so you just want to make sure that you have an answer and you should have an answer because you've had this conversation before there's nothing they should be able to tell you that should surprise you.

2613
02:00:09.600 --> 02:00:19.600
If we zoom out, we have a salesperson who has maximum hours, maximum days, they have as many time slots per day filled up with the best prospects because they worked them well.

2614
02:00:19.600 --> 02:00:25.600
They have a plan before and after they come prepared to call and take notes and follow up with them, bam, bam, the whole thing.

2615
02:00:25.600 --> 02:00:30.600
And when they're on the call, they're completely present, they breathe the script, they know how to handle obstacles.

2616
02:00:30.600 --> 02:00:35.600
They have, they have analogies and stories and metaphors memorized so they can help people overcome their issues.

2617
02:00:35.600 --> 02:00:38.600
They stick to the script, they don't add to the script, they keep their word.

2618
02:00:38.600 --> 02:00:44.600
And the decision is tight as seemingly possible so they can maximize the number of sales they have per day and maximize conversion rate of those sales.

2619
02:00:44.600 --> 02:00:49.600
Fundamentally, sales, by the way, I should have defined this earlier, is increasingly likely that the prospect buys.

2620
02:00:49.600 --> 02:00:51.600
It's all this.

2621
02:00:51.600 --> 02:01:02.600
So everything that has to do with sales, like if you had the perfect sales process, it means you would account for every single variable that could ever happen to any human and you'd get 100% of people who go through this process to buy.

2622
02:01:02.600 --> 02:01:04.600
That's what a perfect sales process would be.

2623
02:01:04.600 --> 02:01:07.600
And so it's a percentage conversion, that's all it is.

2624
02:01:07.600 --> 02:01:12.600
And so with that, we have maximum opportunities, maximum percentage conversion, we have an amazing sales rep.

2625
02:01:12.600 --> 02:01:14.600
But what if they can only do it for a day?

2626
02:01:14.600 --> 02:01:22.600
That gets into the third bucket, which is what I would consider meta skills, which is traits of the best sales people.

2627
02:01:22.600 --> 02:01:29.600
The things that most sales people struggle with are trait issues, meaning they are on and then they're off again.

2628
02:01:29.600 --> 02:01:34.600
They get motivated, they get demotivated, motivated, demotivated. If you feel like this, then it's a skilled efficiency.

2629
02:01:34.600 --> 02:01:37.600
You just don't know how to sustain performance for a long period of time.

2630
02:01:37.600 --> 02:01:40.600
And I promise you, the difference in champions and everyone else that they can sustain performance.

2631
02:01:40.600 --> 02:01:43.600
It's not like, I don't know if sales is for me.

2632
02:01:43.600 --> 02:01:45.600
I don't know if I'm growing enough.

2633
02:01:45.600 --> 02:01:48.600
Dude, here's the clear deficiencies. You can't stay consistent.

2634
02:01:48.600 --> 02:01:51.600
There's some growth that you can tackle right now, being consistent.

2635
02:01:51.600 --> 02:01:54.600
Another kind of meta skill around this is enthusiasm.

2636
02:01:54.600 --> 02:01:57.600
They're enthusiastic one week. They're not enthusiastic next week.

2637
02:01:57.600 --> 02:02:03.600
Being able to sustain and maintain a high level of enthusiasm for the role and when you're on the call is a skill.

2638
02:02:03.600 --> 02:02:06.600
It's a skill. You whistle while you work. You got to learn how to do it.

2639
02:02:06.600 --> 02:02:13.600
You got to learn to like the stuff you don't love so that you can do the thing you really love, which is sales.

2640
02:02:13.600 --> 02:02:15.600
The best sales people kill for sport.

2641
02:02:15.600 --> 02:02:18.600
So let me tell you this little analogy.

2642
02:02:18.600 --> 02:02:21.600
So I heard this from Mike RSC and I just love this.

2643
02:02:21.600 --> 02:02:24.600
He said, there's three types of sales people. There's dogs, horses and tigers.

2644
02:02:24.600 --> 02:02:26.600
He's like, dogs, you got to feed them.

2645
02:02:26.600 --> 02:02:28.600
And if you don't feed them, they starve to death.

2646
02:02:28.600 --> 02:02:29.600
And you got to give them all this attention.

2647
02:02:29.600 --> 02:02:31.600
You got to rub their bell every day and the moment you stop, they die.

2648
02:02:31.600 --> 02:02:34.600
Horses, they will gallop as long as you keep whipping them.

2649
02:02:34.600 --> 02:02:37.600
But the moment you stop galloping, they just go down to a trot.

2650
02:02:37.600 --> 02:02:41.600
He's like, but tigers, he said a tiger can eat a full meal.

2651
02:02:41.600 --> 02:02:45.600
But then if a bunny walks across his line of vision, we'll kill the bunny for sport.

2652
02:02:45.600 --> 02:02:47.600
He's like, you want tigers.

2653
02:02:47.600 --> 02:02:53.600
And I love that little analogy because the best sales people that I've ever met my life, they love sales.

2654
02:02:53.600 --> 02:02:56.600
They love the thrill of the clothes, of the hunt.

2655
02:02:56.600 --> 02:03:02.600
When I was selling weight loss, I would sometimes have homeless people and things like that that would come in who would respond to my ads.

2656
02:03:02.600 --> 02:03:03.600
It would happen, right?

2657
02:03:03.600 --> 02:03:05.600
I had two ways to take it.

2658
02:03:05.600 --> 02:03:09.600
I could try and not take it seriously, try and just like basically just get through the sales so I could move on with my life.

2659
02:03:09.600 --> 02:03:12.600
Or I could see it as free practice.

2660
02:03:13.600 --> 02:03:19.600
And what's crazy is the amount of times where I judge someone is poor and turned out that they just dress different.

2661
02:03:19.600 --> 02:03:22.600
I don't know anything about that.

2662
02:03:22.600 --> 02:03:24.600
It was more times than I can count.

2663
02:03:24.600 --> 02:03:28.600
And a lot of them were like, hey, I appreciate you just like, you know, treat me well.

2664
02:03:28.600 --> 02:03:30.600
I was like, of course, I was like, this is a business.

2665
02:03:30.600 --> 02:03:32.600
Your money spends the same.

2666
02:03:32.600 --> 02:03:38.600
And so you either practice the skill or you close, either way you win.

2667
02:03:38.600 --> 02:03:45.600
It's a lot like lifting weights where if you have your warm up reps and they look different than your heavy reps, you're actually not practicing at all.

2668
02:03:45.600 --> 02:03:52.600
So you're wasting all these opportunities that you could be practicing your skill, sharpening the sword, which we call it in the sales world.

2669
02:03:52.600 --> 02:03:56.600
You could be sharpening the sword, but you're actually making a dollar because you're practicing the wrong way.

2670
02:03:56.600 --> 02:03:59.600
You're learning bad habits by not taking the sale seriously.

2671
02:03:59.600 --> 02:04:02.600
So the best salespeople kill for sport.

2672
02:04:02.600 --> 02:04:08.600
And so I had a, I'll tell you a Jacob story, which is my young, my young, you know, started with me at like 15 now.

2673
02:04:08.600 --> 02:04:10.600
He's been with me for however many years, seven.

2674
02:04:10.600 --> 02:04:12.600
He started as a low man on the soda pole.

2675
02:04:12.600 --> 02:04:16.600
And so when we would have lesser qualified leads, they handed all of them to Jacob.

2676
02:04:16.600 --> 02:04:17.600
He's like, I'll be the garbage man.

2677
02:04:17.600 --> 02:04:20.600
He's like, I'll take anybody's leads. He's like, I just want to get good. I just want to practice.

2678
02:04:20.600 --> 02:04:23.600
And so he's trying to take as many reps as he possibly could and guess what happened.

2679
02:04:23.600 --> 02:04:27.600
He started taking more reps than everyone else did and guess what happened after that.

2680
02:04:27.600 --> 02:04:31.600
He got better than other people did because he took more reps and he took every one of these as a fucking gift, which is what it is.

2681
02:04:31.600 --> 02:04:34.600
Is that someone's going to give you the time to learn the skill of sales.

2682
02:04:34.600 --> 02:04:36.600
The business paid for that lead.

2683
02:04:36.600 --> 02:04:39.600
Maybe it's less qualified. They paid for it just the same.

2684
02:04:39.600 --> 02:04:42.600
And you have the benefit of learning.

2685
02:04:42.600 --> 02:04:47.600
The amount of people who want to learn how to sell better and are unwilling to take quote, unqualified leads is ridiculous to me.

2686
02:04:47.600 --> 02:04:52.600
It's free practice with stakes and you still have the possibility of winning and closing a deal.

2687
02:04:55.600 --> 02:04:56.600
Track data.

2688
02:04:57.600 --> 02:04:59.600
The best sales people track data.

2689
02:04:59.600 --> 02:05:02.600
And so they're meticulous about the data they track.

2690
02:05:02.600 --> 02:05:03.600
And so let me explain this.

2691
02:05:03.600 --> 02:05:06.600
So you can judge and I've just seen this across my portfolio.

2692
02:05:06.600 --> 02:05:13.600
The skill of any person in any endeavor that they practice by the quantity and quality of the metrics they track.

2693
02:05:13.600 --> 02:05:17.600
And so if someone says, oh, I'm good at sales, I'll be like, cool, tell me about the metrics you track.

2694
02:05:17.600 --> 02:05:19.600
Now, if they are like, oh, just close rate.

2695
02:05:19.600 --> 02:05:24.600
It's like, well, there's so many other metrics that you could track to understand how good you are at sales.

2696
02:05:24.600 --> 02:05:27.600
Because the close rate is really just an outcome. It gives you no leading indicators.

2697
02:05:27.600 --> 02:05:29.600
It tells you nothing else, right?

2698
02:05:29.600 --> 02:05:31.600
I want to know what percentage of leads you're booking.

2699
02:05:31.600 --> 02:05:34.600
I want to know what percentage of scheduled things you're showing.

2700
02:05:34.600 --> 02:05:35.600
I want to know of show rate.

2701
02:05:35.600 --> 02:05:36.600
What percentage are you offering?

2702
02:05:36.600 --> 02:05:37.600
Of offer.

2703
02:05:37.600 --> 02:05:38.600
How many of your closing?

2704
02:05:38.600 --> 02:05:40.600
How many, what's your average call to close?

2705
02:05:40.600 --> 02:05:42.600
Are you doing one call, two call, one point two?

2706
02:05:42.600 --> 02:05:44.600
Like, what's your average number?

2707
02:05:44.600 --> 02:05:46.600
What's your average number of cash collected?

2708
02:05:46.600 --> 02:05:51.600
Like, there's so many other metrics that you can track to know how well you're doing as a sales person.

2709
02:05:51.600 --> 02:05:54.600
And yes, for everybody.

2710
02:05:54.600 --> 02:05:56.600
Like, shout this from the rooftops.

2711
02:05:56.600 --> 02:06:00.600
If you can get their schedule rate up by 20%, it's just as good as getting their close rate up by 20%.

2712
02:06:00.600 --> 02:06:10.600
And so there's so many other things in the funnel that the best sales people know about closing about how to increase the total number of sales they get by controlling all of the other variables that are under their control.

2713
02:06:10.600 --> 02:06:15.600
Now, the bad guys, the dogs are like, I only want these times.

2714
02:06:15.600 --> 02:06:17.600
And I want them to be spoon fed to me.

2715
02:06:17.600 --> 02:06:21.600
If I don't get them fed there and you don't pat me on the head, I'm going to starve to death and die.

2716
02:06:21.600 --> 02:06:22.600
Right?

2717
02:06:22.600 --> 02:06:23.600
That's what the dogs do.

2718
02:06:23.600 --> 02:06:25.600
And if you've got sales people like that, they're dogs.

2719
02:06:25.600 --> 02:06:27.600
I don't care how many, how much experience they have, they're dogs.

2720
02:06:27.600 --> 02:06:28.600
Right?

2721
02:06:28.600 --> 02:06:33.600
Tigers are like, I want to be available to kill whenever, because I just love the hunt.

2722
02:06:33.600 --> 02:06:34.600
I would do this for free.

2723
02:06:34.600 --> 02:06:36.600
I'm just happy I get paid to do it.

2724
02:06:36.600 --> 02:06:45.600
Protiff, if you are somebody who's running a sales team, if you want to increase the close rates across the entire team, even more, give the best closers the best leads.

2725
02:06:45.600 --> 02:06:50.600
And the way you do that is that you have to start by scoring your leads first, which means you actually have to track data.

2726
02:06:50.600 --> 02:06:52.600
So you can say these people have the highest likelihood of closing.

2727
02:06:52.600 --> 02:06:55.600
When they have these three characteristics, they close it away higher percentage.

2728
02:06:55.600 --> 02:06:57.600
And then you give those leads to the best guys.

2729
02:06:57.600 --> 02:06:59.600
So fundamentally, you'd want the worst leads to go to the worst guy.

2730
02:06:59.600 --> 02:07:02.600
The best leads to go to the best guy and everyone in between.

2731
02:07:02.600 --> 02:07:04.600
And so by doing that, you actually matched the org.

2732
02:07:04.600 --> 02:07:10.600
And so I actually had a salesman that I knew who was the top sales rep for a timeshare business.

2733
02:07:10.600 --> 02:07:11.600
And it's exactly what you think it was.

2734
02:07:12.600 --> 02:07:13.600
So it's a billion dollar plus company.

2735
02:07:13.600 --> 02:07:16.600
This guy was making three million a year in commission selling timeshairs.

2736
02:07:16.600 --> 02:07:21.600
And I had dinner with him and I was like, what do you do differently?

2737
02:07:21.600 --> 02:07:23.600
And he said, well, I won the sales competition.

2738
02:07:23.600 --> 02:07:25.600
And so I got one hour with the CEO.

2739
02:07:25.600 --> 02:07:28.600
And on that one hour with the CEO, which is the price for winning the sales competition.

2740
02:07:28.600 --> 02:07:30.600
So it's 3,000 salespeople is number one.

2741
02:07:30.600 --> 02:07:35.600
He said, I just said, if you give me the best leads instead of wasting them on these guys who are new.

2742
02:07:35.600 --> 02:07:37.600
He's like, I will make you so much money.

2743
02:07:37.600 --> 02:07:40.600
And so the guy experimented with his little division.

2744
02:07:40.600 --> 02:07:44.600
And he 5x is income as the sales guy.

2745
02:07:44.600 --> 02:07:48.600
And then they took it and they rolled it out nationwide and they 5xed the business.

2746
02:07:48.600 --> 02:07:56.600
And so there's a huge opportunity in every business to give the best closures, the best leads, because you make more money.

2747
02:07:56.600 --> 02:08:01.600
And what happens is that the best guys will actually make more and more money,

2748
02:08:01.600 --> 02:08:05.600
which then creates a survivorship bias for new guys coming in.

2749
02:08:05.600 --> 02:08:10.600
And so if you know the best guy used to make 200,000 a year as the top closer,

2750
02:08:10.600 --> 02:08:15.600
but now can make 800,000 a year, the amount of salespeople that you will attract your opportunity will 10x.

2751
02:08:15.600 --> 02:08:20.600
Now, even though the entry level guys now make less than they did before,

2752
02:08:20.600 --> 02:08:23.600
the opportunity, just like the lottery, the same reason people buy tickets,

2753
02:08:23.600 --> 02:08:25.600
is they assume that they're going to get there.

2754
02:08:25.600 --> 02:08:29.600
And so by having it this way, you will have people come in willing to make less,

2755
02:08:29.600 --> 02:08:33.600
because they know that if they perform well, they'll go to the big leagues.

2756
02:08:33.600 --> 02:08:38.600
Now, the other benefit of this is that you train your new guys on the worst leads.

2757
02:08:38.600 --> 02:08:41.600
So you lose the least money as a business, but they also develop their skills,

2758
02:08:41.600 --> 02:08:45.600
because they've got to learn how to big borrowed steel and squeeze blood from the stones

2759
02:08:45.600 --> 02:08:47.600
from the least qualified customers.

2760
02:08:47.600 --> 02:08:51.600
And so when they get to somebody who's got a 700 credit score and actually has intent to buy,

2761
02:08:51.600 --> 02:08:53.600
they're like, oh my god, this is amazing.

2762
02:08:53.600 --> 02:08:58.600
Because they practiced on somebody who's like missing an arm and missing seven credit cards,

2763
02:08:58.600 --> 02:09:01.600
and they are in bankruptcy, and they're actually in the middle of a divorce,

2764
02:09:01.600 --> 02:09:06.600
and the real name isn't Al, it's actually Larry, and it's complicated,

2765
02:09:06.600 --> 02:09:10.600
I'm a little liquid right now, I'm between thing, you know, whatever.

2766
02:09:10.600 --> 02:09:13.600
And they're closing those people for lunch money.

2767
02:09:13.600 --> 02:09:16.600
And so when you learn how to do that, when you get to like qualified prospects,

2768
02:09:16.600 --> 02:09:18.600
you're like, oh my god, this is amazing.

2769
02:09:18.600 --> 02:09:20.600
But at that point, the business doesn't bear the cost,

2770
02:09:20.600 --> 02:09:22.600
the salesperson does, so that they can develop their skills.

2771
02:09:22.600 --> 02:09:26.600
Because it's just being real, you're still paying them to learn.

2772
02:09:26.600 --> 02:09:30.600
And I'd rather pay as little as I can so I can allocate the resources

2773
02:09:30.600 --> 02:09:33.600
the best way possible in the business.

2774
02:09:33.600 --> 02:09:38.600
My biggest pet peeve and the reverse of that is my favorite thing about the best salespeople

2775
02:09:38.600 --> 02:09:40.600
is that they never blame circumstances.

2776
02:09:40.600 --> 02:09:43.600
So whenever I have a salesperson, it's like the leads are bad,

2777
02:09:43.600 --> 02:09:49.600
or you know, these people aren't a good fit, or just like whatever BS that they can come up with,

2778
02:09:49.600 --> 02:09:51.600
or like, oh, I don't like the commission structure.

2779
02:09:51.600 --> 02:09:56.600
We should change, just focus on things you can control, right?

2780
02:09:56.600 --> 02:10:00.600
And the guys that I love the most, never complain, they pick up the extra shifts,

2781
02:10:00.600 --> 02:10:03.600
they call the leads the most, they work them the most.

2782
02:10:03.600 --> 02:10:05.600
They're like, these leads are amazing.

2783
02:10:05.600 --> 02:10:09.600
I'm so grateful to have these and be able to practice and get paid to do it.

2784
02:10:09.600 --> 02:10:14.600
And there's a time and a place for giving feedback on stuff, group calls,

2785
02:10:14.600 --> 02:10:15.600
not one of them.

2786
02:10:15.600 --> 02:10:18.600
If you are one of these salespeople, you give it one-on-one with the managers.

2787
02:10:18.600 --> 02:10:21.600
I hate, by the way, I've noticed like some people get on the phone just objectively,

2788
02:10:21.600 --> 02:10:24.600
like their credit scores are just consistently lower than they were a couple months ago.

2789
02:10:24.600 --> 02:10:26.600
I don't know if we've changed anything on the marketing side.

2790
02:10:26.600 --> 02:10:27.600
I'm going to approach the leads the same.

2791
02:10:27.600 --> 02:10:28.600
I love the practice.

2792
02:10:28.600 --> 02:10:31.600
Just thought it might be useful data for marketing, right?

2793
02:10:31.600 --> 02:10:33.600
That's very different than like, dude, these leads are shit.

2794
02:10:33.600 --> 02:10:35.600
I'm not taking these calls, right?

2795
02:10:35.600 --> 02:10:37.600
That's just a prima donna, and I hate that.

2796
02:10:37.600 --> 02:10:42.600
And so again, the worst leads, the better you get to flex your skill.

2797
02:10:42.600 --> 02:10:45.600
And the best salespeople take 100% of the control,

2798
02:10:45.600 --> 02:10:47.600
and the best marketers take 100% of the control too.

2799
02:10:47.600 --> 02:10:51.600
And so if everybody is taking absolute blame for every outcome, guess what?

2800
02:10:51.600 --> 02:10:52.600
You win.

2801
02:10:52.600 --> 02:10:57.600
We doubled one of our portfolio companies sales by tweaking several tiny things in the sales process,

2802
02:10:57.600 --> 02:11:00.600
and you can use all the same tactics in your business too.

2803
02:11:00.600 --> 02:11:08.600
Three young founders who are all sad because they were not making the amount of money that they wanted to make.

2804
02:11:08.600 --> 02:11:11.600
So before I show you the data, let me explain what each of these terms actually mean.

2805
02:11:11.600 --> 02:11:16.600
So show rate is the percentage of people who have an employment who show up for their appointment.

2806
02:11:16.600 --> 02:11:20.600
So in any business, if you deal with people, you will have sessions or appointments.

2807
02:11:20.600 --> 02:11:23.600
You have a time slot that someone says they're going to show up, right?

2808
02:11:23.600 --> 02:11:26.600
If it's a sales consult, then they are a prospect, and they're going to show up to get sold.

2809
02:11:26.600 --> 02:11:31.600
So if I have 100 people who have an appointment and 70 show up, that would be a 70% show rate.

2810
02:11:31.600 --> 02:11:34.600
The second one here is offer rate, which we forgot to put in the rate.

2811
02:11:34.600 --> 02:11:36.600
So let me just put that in for you.

2812
02:11:36.600 --> 02:11:37.600
There you go.

2813
02:11:37.600 --> 02:11:40.600
Offer rate, which is the percentage of people that we actually make and offer too.

2814
02:11:40.600 --> 02:11:42.600
You might be like, well, why would I not offer everybody?

2815
02:11:42.600 --> 02:11:43.600
Well, not everyone's qualified.

2816
02:11:43.600 --> 02:11:46.600
And so for example, if I work with only gym owners, and somebody comes on and is like,

2817
02:11:46.600 --> 02:11:48.600
oh, I'm a personal trainer, well, you shouldn't be here.

2818
02:11:48.600 --> 02:11:50.600
We had all these other things that said, don't be here.

2819
02:11:50.600 --> 02:11:51.600
But you still came. Why are you here?

2820
02:11:51.600 --> 02:11:53.600
That means that you don't offer them anything.

2821
02:11:53.600 --> 02:11:55.600
And that's it. Now, if 100% of people who showed up show, right?

2822
02:11:55.600 --> 02:11:56.600
You were able to offer too.

2823
02:11:56.600 --> 02:11:58.600
And that means that your offer rate would be 100%.

2824
02:11:58.600 --> 02:12:01.600
And that is an indicator of the quality of the lead flow that you have.

2825
02:12:01.600 --> 02:12:02.600
The third is close rate.

2826
02:12:02.600 --> 02:12:04.600
This depends on how you can track this, all right?

2827
02:12:04.600 --> 02:12:07.600
So you can either do it based on percentage of people who show,

2828
02:12:07.600 --> 02:12:09.600
or you can do it on percentage of people who are offered.

2829
02:12:09.600 --> 02:12:11.600
What I normally do is I'll just track both.

2830
02:12:11.600 --> 02:12:14.600
I'm going to guess that this one is off of offer rate because it's what we have here.

2831
02:12:14.600 --> 02:12:15.600
It's good to have both stats here.

2832
02:12:15.600 --> 02:12:19.600
Because let's say a salesman wants to artificially increase his close rate.

2833
02:12:19.600 --> 02:12:22.600
Well, then he will just say, well, I'm not going to offer anyone

2834
02:12:22.600 --> 02:12:23.600
unless I know they're going to say yes.

2835
02:12:23.600 --> 02:12:24.600
And so then their close rates high.

2836
02:12:24.600 --> 02:12:27.600
And then they'll show that there's a really low quality score.

2837
02:12:27.600 --> 02:12:30.600
But if that salesman, this is why having team stats is so important

2838
02:12:30.600 --> 02:12:33.600
and individually is because if the team is all saying that they're off rate 70

2839
02:12:33.600 --> 02:12:36.600
and one guy sings off rates 30, but he has 100% close rate

2840
02:12:36.600 --> 02:12:38.600
and they all have 30% close rates, we know where the data went.

2841
02:12:38.600 --> 02:12:42.600
And this is why having high quality data allows you to see what the problems are.

2842
02:12:42.600 --> 02:12:46.600
If I didn't have this percentage, then I wouldn't know it's because we have low quality leads

2843
02:12:46.600 --> 02:12:47.600
or because my salesman sucks.

2844
02:12:47.600 --> 02:12:50.600
This data allows me to identify the problem and then fix it.

2845
02:12:50.600 --> 02:12:55.600
So the fourth set here is percentage of cash collected up front, meaning if we're selling $1,000 widgets

2846
02:12:55.600 --> 02:13:00.600
and the average cash we collect today is $500 because people do payment plans.

2847
02:13:00.600 --> 02:13:02.600
Then we would know our cash collected percentage would be 50%.

2848
02:13:02.600 --> 02:13:05.600
If I have a low close rate but high cash collected percentage,

2849
02:13:05.600 --> 02:13:10.600
that would tell me a different story than a really high close rate and really low cash collected percentage.

2850
02:13:10.600 --> 02:13:13.600
I'd be like, oh, so they're just getting anyone to say yes

2851
02:13:13.600 --> 02:13:17.600
and taking $10 down if they can versus somebody saying we have a hard line.

2852
02:13:17.600 --> 02:13:19.600
And so it's really trying to find the magic between these two and saying,

2853
02:13:19.600 --> 02:13:22.600
how can I get as many people to say yes and get as much cash collected up front.

2854
02:13:22.600 --> 02:13:25.600
The final one here is just unit sold and this is really just the output of these four.

2855
02:13:25.600 --> 02:13:28.600
Well, if we multiple all these things together, how many we ended up closing?

2856
02:13:28.600 --> 02:13:29.600
And that's the result.

2857
02:13:29.600 --> 02:13:33.600
So beforehand, damn, we had a 49% show rate.

2858
02:13:33.600 --> 02:13:35.600
So let's say we have 100 appointments.

2859
02:13:35.600 --> 02:13:38.600
Now we have 49 who actually show up for their appointment.

2860
02:13:38.600 --> 02:13:42.600
And then of the 49, we're able to offer 83% of them beforehand.

2861
02:13:42.600 --> 02:13:44.600
So 80% of that is 40.

2862
02:13:44.600 --> 02:13:48.600
40 people now are getting offered out of our original 100 appointments.

2863
02:13:48.600 --> 02:13:55.600
Of the people get offered, 27% of them, which is 10 people, roughly, are actually buying in that closing percentage.

2864
02:13:55.600 --> 02:14:01.600
And then our cash collected from those 10 people is we're getting a little less than half of the cash that we closed down.

2865
02:14:01.600 --> 02:14:07.600
Now I gave you 100 as a number, but the actual number of units sold for this business in the prior month was 56 units.

2866
02:14:08.600 --> 02:14:10.600
So this is current state.

2867
02:14:10.600 --> 02:14:14.600
If you don't know these numbers in your business, you should so that you can improve them.

2868
02:14:14.600 --> 02:14:15.600
Let's say I invested in your business today.

2869
02:14:15.600 --> 02:14:18.600
The first thing we're going to do is get the data so that we can see what baseline is.

2870
02:14:18.600 --> 02:14:22.600
So we can see where the discrepancies are and where we think the biggest opportunities for improvement are.

2871
02:14:22.600 --> 02:14:24.600
And you're going to have to wait till the end of the video.

2872
02:14:24.600 --> 02:14:25.600
I'm going to show you what happened after.

2873
02:14:25.600 --> 02:14:29.600
So let's start with problem number one or opportunity for improvement number one.

2874
02:14:29.600 --> 02:14:34.600
We had a low show rate as in based on our benchmarks of 70% for any kind of appointment type business.

2875
02:14:34.600 --> 02:14:36.600
We think that we should have at least 70 there.

2876
02:14:36.600 --> 02:14:39.600
Allen, which is a company that I had, all we did was show rates.

2877
02:14:39.600 --> 02:14:41.600
We were doing 4,000 appointments a day.

2878
02:14:41.600 --> 02:14:42.600
We experimented.

2879
02:14:42.600 --> 02:14:47.600
We had a machine learning team to think like what was the number of communications that we had to have with the prospect?

2880
02:14:47.600 --> 02:14:52.600
What was the delay between responses that got the most people or the total number of exchanges?

2881
02:14:52.600 --> 02:14:53.600
How far apart were the exchanges?

2882
02:14:53.600 --> 02:14:55.600
There is lots of data that we were able to collect.

2883
02:14:55.600 --> 02:14:58.600
So their number was 49% of appointments were showing up.

2884
02:14:58.600 --> 02:15:00.600
Well, we wanted them to be out with 70%.

2885
02:15:01.600 --> 02:15:04.600
This is our benchmark where we'd say, okay, this isn't a problem anymore.

2886
02:15:04.600 --> 02:15:05.600
Now, do we want to improve things?

2887
02:15:05.600 --> 02:15:06.600
Absolutely.

2888
02:15:06.600 --> 02:15:07.600
But where are we going to allocate our effort?

2889
02:15:07.600 --> 02:15:08.600
At the constraint.

2890
02:15:08.600 --> 02:15:09.600
This was a constraint.

2891
02:15:09.600 --> 02:15:14.600
Now, to give context here, this delta is a 40% difference.

2892
02:15:14.600 --> 02:15:15.600
40% is a lot.

2893
02:15:15.600 --> 02:15:16.600
Think about the S&P 500.

2894
02:15:16.600 --> 02:15:17.600
They're like, we try and grow 9% a year.

2895
02:15:17.600 --> 02:15:19.600
It's like, boom, I unlocked that.

2896
02:15:19.600 --> 02:15:20.600
I get 40% growth.

2897
02:15:20.600 --> 02:15:22.600
I don't have to do anything else with for like four years in the S&P.

2898
02:15:22.600 --> 02:15:23.600
Big wins.

2899
02:15:23.600 --> 02:15:24.600
That's what we look for.

2900
02:15:24.600 --> 02:15:25.600
Lots of things can affect show rate.

2901
02:15:25.600 --> 02:15:29.600
By the way, the number one one that affects show rate is number of total time sites available.

2902
02:15:29.600 --> 02:15:30.600
Take that to the bank.

2903
02:15:30.600 --> 02:15:32.600
But one of the other ones is the targeting and the offer itself.

2904
02:15:32.600 --> 02:15:36.600
So targeting is who's actually seeing this promotion.

2905
02:15:36.600 --> 02:15:41.600
If I'm targeting teeny-boppers, for example, I might get people to schedule,

2906
02:15:41.600 --> 02:15:44.600
but then realize that they're not here for a laser hair removal appointment.

2907
02:15:44.600 --> 02:15:46.600
So the targeting there would be off.

2908
02:15:46.600 --> 02:15:48.600
And so that would affect our show rate.

2909
02:15:48.600 --> 02:15:51.600
And that has nothing to do with our lead nurture sequence or our salesman or anything like that.

2910
02:15:51.600 --> 02:15:53.600
It's just the wrong people we're seeing.

2911
02:15:53.600 --> 02:15:54.600
So that was issue number one.

2912
02:15:54.600 --> 02:15:56.600
For context for us, just imagine that's underneath.

2913
02:15:56.600 --> 02:16:00.600
It was 25 to 35 year olds who were gainfully employed and love their job.

2914
02:16:00.600 --> 02:16:04.600
And this, when we came in to look at it, was actually targeting 18 to 24 year olds.

2915
02:16:04.600 --> 02:16:07.600
The reason that this was far off for us is that the ad objective,

2916
02:16:07.600 --> 02:16:09.600
now I'm going to get a little bit tactical with you.

2917
02:16:09.600 --> 02:16:11.600
Ad acquisition is not common at hold co.

2918
02:16:11.600 --> 02:16:12.600
We have media buyers.

2919
02:16:12.600 --> 02:16:14.600
We have pros who do this for a living.

2920
02:16:14.600 --> 02:16:18.600
And so when they zoomed in on how their media buyer was optimizing the traffic,

2921
02:16:18.600 --> 02:16:21.600
they were optimizing against what a lot of people would initially think they should do,

2922
02:16:21.600 --> 02:16:24.600
which is optimizing for the lowest cost leads and the lowest cost appointments.

2923
02:16:24.600 --> 02:16:28.600
What we had to do was switch to optimize around cost per sale.

2924
02:16:28.600 --> 02:16:30.600
If we can optimize around who we actually sell to,

2925
02:16:30.600 --> 02:16:32.600
we'll shift where the sales come from.

2926
02:16:32.600 --> 02:16:34.600
And just to give you how big of a problem this was,

2927
02:16:34.600 --> 02:16:38.600
they had to cancel 75% of their appointments before the 49% show rate.

2928
02:16:38.600 --> 02:16:41.600
The sales guys are spending most of the time just looking at their employment,

2929
02:16:41.600 --> 02:16:43.600
looking up the person cancelling to get their 49% show rate.

2930
02:16:43.600 --> 02:16:46.600
And that's about the closest thing to literally burning money.

2931
02:16:46.600 --> 02:16:48.600
So the second big problem was multitasking.

2932
02:16:48.600 --> 02:16:50.600
And this really goes for any role.

2933
02:16:50.600 --> 02:16:52.600
But especially like sales driven roles,

2934
02:16:52.600 --> 02:16:54.600
they had a setting team and a closing team.

2935
02:16:54.600 --> 02:16:58.600
And the setters were both trying to call leads to get appointments

2936
02:16:58.600 --> 02:17:02.600
and then also nurturing and doing the follow up to remind them of the appointment.

2937
02:17:02.600 --> 02:17:04.600
And as similar as that may sound in your mind,

2938
02:17:04.600 --> 02:17:06.600
it's two completely different activities.

2939
02:17:06.600 --> 02:17:08.600
You're banging phones, calling people up, you're in that flow,

2940
02:17:08.600 --> 02:17:10.600
and then you're like, oh, wait, Sarah has an appointment today.

2941
02:17:10.600 --> 02:17:11.600
Let me go over mine, Sarah.

2942
02:17:11.600 --> 02:17:13.600
Just Sarah gonna shut up to, and then you're like, wait, I'm calling.

2943
02:17:13.600 --> 02:17:15.600
And then you start, you go back and forth, right?

2944
02:17:15.600 --> 02:17:16.600
So they had three big issues.

2945
02:17:16.600 --> 02:17:19.600
Number one is that they weren't double dialing, right?

2946
02:17:19.600 --> 02:17:21.600
Which is one of the most common things that you can do,

2947
02:17:21.600 --> 02:17:24.600
doing phone calls because a lot of initial screens will stop the first call.

2948
02:17:24.600 --> 02:17:26.600
But if you dial twice, you'll get through.

2949
02:17:26.600 --> 02:17:30.600
Number two is that the time to contact was too slow.

2950
02:17:30.600 --> 02:17:35.600
So lead would come in and they would just like sit there for 30 minutes, 60 minutes.

2951
02:17:35.600 --> 02:17:37.600
An hour, two hours, three hours, right?

2952
02:17:37.600 --> 02:17:38.600
And they weren't getting contacted.

2953
02:17:38.600 --> 02:17:39.600
It's like, what did this person do?

2954
02:17:39.600 --> 02:17:41.600
They're like, oh, I'd like to find out more information.

2955
02:17:41.600 --> 02:17:42.600
Nothing.

2956
02:17:42.600 --> 02:17:44.600
And the third thing is that they didn't have the right time to set appointments

2957
02:17:44.600 --> 02:17:45.600
and they weren't nurturing correctly.

2958
02:17:45.600 --> 02:17:48.600
So we go same day, next day, I'm just giving you some secrets.

2959
02:17:48.600 --> 02:17:51.600
And they didn't have morning of nurture.

2960
02:17:51.600 --> 02:17:54.600
Meaning, if you have an appointment today and you booked this appointment three days ago,

2961
02:17:54.600 --> 02:17:58.600
if I don't remind you that day that you have an appointment, the likelihood that you show is lower.

2962
02:17:58.600 --> 02:18:00.600
And so these are the problems that they have.

2963
02:18:00.600 --> 02:18:04.600
No double dial, slow speed to contact, and they didn't have any morning of nurture.

2964
02:18:04.600 --> 02:18:05.600
But wait, there's more.

2965
02:18:05.600 --> 02:18:08.600
The second problem they had, or opportunity for improvement,

2966
02:18:08.600 --> 02:18:10.600
was that they had a low close rate.

2967
02:18:10.600 --> 02:18:11.600
And this is based on our benchmark.

2968
02:18:11.600 --> 02:18:15.600
I would normally give you a KPI, but it has so many different variables in terms of

2969
02:18:16.600 --> 02:18:17.600
what percentage close rate is.

2970
02:18:17.600 --> 02:18:20.600
Because if you're selling in person, for example, for a low ticket thing,

2971
02:18:20.600 --> 02:18:23.600
you might be able to sell 80% plus of people walking the door.

2972
02:18:23.600 --> 02:18:27.600
On the flip side, if you're selling an investment opportunity over the phone on,

2973
02:18:27.600 --> 02:18:30.600
you know, a first or second contact, you might sell 5%.

2974
02:18:30.600 --> 02:18:33.600
But for this particular type of sell that they had, which was a two-call close,

2975
02:18:33.600 --> 02:18:36.600
for like, I would say a mid-priced consumer service.

2976
02:18:36.600 --> 02:18:38.600
In my opinion, they should have been about 40%.

2977
02:18:38.600 --> 02:18:40.600
So 40% is what I wanted them to be at.

2978
02:18:40.600 --> 02:18:42.600
And then current was 27%.

2979
02:18:43.600 --> 02:18:44.600
So this is where they were.

2980
02:18:44.600 --> 02:18:45.600
This is where we wanted them to be.

2981
02:18:45.600 --> 02:18:49.600
And again, for context here, this is about a 50% improvement.

2982
02:18:49.600 --> 02:18:51.600
So problem number one is that they had service level discovery.

2983
02:18:51.600 --> 02:18:53.600
If you're not familiar with that terminology, in a sales script,

2984
02:18:53.600 --> 02:18:56.600
there's different kind of phases that you go through in a conversation.

2985
02:18:56.600 --> 02:18:58.600
And the opening part is often a little bit of rapport,

2986
02:18:58.600 --> 02:19:00.600
and then right after that, you get into discovery.

2987
02:19:00.600 --> 02:19:03.600
And discovery is where you're discovering what the problems that the person is going through.

2988
02:19:03.600 --> 02:19:07.600
You're trying to understand why they are, where they are, why they're on the phone with you,

2989
02:19:07.600 --> 02:19:10.600
why they decided to take time out of the day, why these problems imported them,

2990
02:19:11.600 --> 02:19:13.600
what they've tried in the past, et cetera, et cetera, et cetera.

2991
02:19:13.600 --> 02:19:14.600
This is the discovery.

2992
02:19:14.600 --> 02:19:18.600
This gives you all the ammunition that you're going to use at the end of the sale to close it.

2993
02:19:18.600 --> 02:19:21.600
So the way that they were doing was simply saying, how much money do you want to make?

2994
02:19:21.600 --> 02:19:24.600
Just asking the one question, which is the big obvious question.

2995
02:19:24.600 --> 02:19:25.600
It's surface level.

2996
02:19:25.600 --> 02:19:28.600
But the big thing that you always want to ask when you're selling is intention.

2997
02:19:28.600 --> 02:19:29.600
Why do they want this?

2998
02:19:29.600 --> 02:19:31.600
Like, what changes does a result of this?

2999
02:19:31.600 --> 02:19:33.600
How will your life look different?

3000
02:19:33.600 --> 02:19:36.600
What can you not do now that you would be able to do as a result of this change?

3001
02:19:36.600 --> 02:19:38.600
Who else in your life would that affect?

3002
02:19:38.600 --> 02:19:39.600
Why does that matter to you?

3003
02:19:39.600 --> 02:19:40.600
Right?

3004
02:19:40.600 --> 02:19:43.600
And so these are all why questions, and it's to dig up their intentions.

3005
02:19:43.600 --> 02:19:48.600
Because if you can understand why someone's there, it's much easier to get them to agree to getting them there.

3006
02:19:48.600 --> 02:19:49.600
Right?

3007
02:19:49.600 --> 02:19:55.600
But if you don't know that someone's trying to, let's say, replace their income versus quit their job,

3008
02:19:55.600 --> 02:19:59.600
versus just have side hustle money, those are very different intentions.

3009
02:19:59.600 --> 02:20:04.600
If I want to talk to side hustle money, I'm probably not going to be like, this is going to take a ton of time on the flip side.

3010
02:20:04.600 --> 02:20:08.600
If someone's like, I hate my job, I just want to do something that's not this,

3011
02:20:08.600 --> 02:20:13.600
then I might talk about what the day to day looks like in this scenario and ask them if that sounds better to them.

3012
02:20:13.600 --> 02:20:21.600
So if you think about sales process, what they were doing is they were asking questions that were here, surface level.

3013
02:20:21.600 --> 02:20:26.600
But this is where all the meat is, and that's where all the money is, is the questions that are below the surface,

3014
02:20:26.600 --> 02:20:29.600
is understanding why someone's even doing this to be in with.

3015
02:20:29.600 --> 02:20:30.600
Look at that iceberg.

3016
02:20:31.600 --> 02:20:35.600
And so the second issue is that they had a lot of objections coming up on the call.

3017
02:20:35.600 --> 02:20:40.600
I'll say objections, but I also mean obstacles for those of you who are sales, sales sensees.

3018
02:20:40.600 --> 02:20:44.600
Objections happen after you talk about the number obstacles happen before you talk about the number.

3019
02:20:44.600 --> 02:20:46.600
If you come on the phone and say, hey, why are you here?

3020
02:20:46.600 --> 02:20:48.600
And you're like, I just want to find out more information. That's actually an obstacle.

3021
02:20:48.600 --> 02:20:52.600
Like you already have to confront that because like, no, you're not hopping on phone calls all day trying to find information.

3022
02:20:52.600 --> 02:20:53.600
We'll probably try to solve.

3023
02:20:53.600 --> 02:20:55.600
And then they're like, well, and then you get into it, right?

3024
02:20:55.600 --> 02:20:58.600
But if you don't address that up front, it'll blow up on you in the clothes.

3025
02:20:58.600 --> 02:21:01.600
Objections and obstacles is what they were encountering a lot of.

3026
02:21:01.600 --> 02:21:03.600
And part of that is because they're discovery was wrong, right?

3027
02:21:03.600 --> 02:21:07.600
They were talking to your service level. So then lots of shit was blowing up on them in the clothes.

3028
02:21:07.600 --> 02:21:11.600
Common objections that happen after you present price is this is too much.

3029
02:21:11.600 --> 02:21:13.600
I need to think about it. I have to talk to my spouse.

3030
02:21:13.600 --> 02:21:16.600
I'm not sure if this is for me. I'd like to get more data. Can you send me a brochure?

3031
02:21:16.600 --> 02:21:21.600
Like these are all just to make believe things that people will say in order to not buy from you.

3032
02:21:21.600 --> 02:21:25.600
Interestingly, a lot of times if you stay in the surface level, they'll even give you what we call smoke screens.

3033
02:21:25.600 --> 02:21:28.600
So basically they'll just come up with a reason that they're not going to do it.

3034
02:21:28.600 --> 02:21:31.600
And it's not even the reason they just throw a smoke bomb up.

3035
02:21:31.600 --> 02:21:33.600
And they're like, I don't like English.

3036
02:21:33.600 --> 02:21:34.600
You know, walk away, right?

3037
02:21:34.600 --> 02:21:36.600
It has nothing to do with it. They just want to get off the phone.

3038
02:21:36.600 --> 02:21:38.600
So those are the two issues that we had on the sales.

3039
02:21:38.600 --> 02:21:41.600
And that was getting us to this 27% close rate.

3040
02:21:41.600 --> 02:21:46.600
And what this looks like is lots of argumentation and like hard closing.

3041
02:21:46.600 --> 02:21:49.600
And it's because the sales have positioned properly.

3042
02:21:49.600 --> 02:21:52.600
And they were basically talking at people and not listening.

3043
02:21:52.600 --> 02:21:58.600
If the salesperson is talking more than the prospect in your sales, like these are likely issues that are coming up.

3044
02:21:58.600 --> 02:22:02.600
I'm going to give you two examples real quick to show you how important delivery of a message is.

3045
02:22:02.600 --> 02:22:07.600
So if I say I have to think about it and I say, oh, what are your main concerns?

3046
02:22:07.600 --> 02:22:09.600
Or what are the main variables that you're considering?

3047
02:22:09.600 --> 02:22:11.600
You're not thinking, wow, this guy's a douchebag.

3048
02:22:11.600 --> 02:22:13.600
I sound like I just genuinely want to know.

3049
02:22:13.600 --> 02:22:15.600
I call it childlike curiosity.

3050
02:22:15.600 --> 02:22:18.600
I always cue it by tilting my head. I'm like, huh, what are the main things?

3051
02:22:18.600 --> 02:22:20.600
And I would increase my voice at the end there.

3052
02:22:20.600 --> 02:22:24.600
An improperly trained salesperson might be like, well, what are the main concerns you have?

3053
02:22:24.600 --> 02:22:26.600
And all of a sudden, that sounds like a very different thing.

3054
02:22:26.600 --> 02:22:29.600
So they're saying the script, but they're not, but the prospect isn't here in the same message.

3055
02:22:29.600 --> 02:22:33.600
And these are little details that actually make a huge difference in ultimately how you close.

3056
02:22:33.600 --> 02:22:37.600
There's a lot of things in tone, but I'll just say one is how you raise or lower your voice.

3057
02:22:37.600 --> 02:22:39.600
And the second is where you choose to emphasize.

3058
02:22:39.600 --> 02:22:41.600
If I say I didn't say he hit his wife.

3059
02:22:41.600 --> 02:22:43.600
If I say like that, I have neutral tone.

3060
02:22:43.600 --> 02:22:47.600
If I say I didn't say he hit his wife, then it's like, I'm not saying that.

3061
02:22:47.600 --> 02:22:49.600
I didn't say he hit his wife.

3062
02:22:49.600 --> 02:22:51.600
It's now saying that like those weren't my words.

3063
02:22:51.600 --> 02:22:53.600
I didn't say he hit his wife.

3064
02:22:53.600 --> 02:22:54.600
He's the one to question.

3065
02:22:54.600 --> 02:22:55.600
I didn't say he hit his wife.

3066
02:22:55.600 --> 02:22:58.600
It means like he might have done something else, but he did something to his wife.

3067
02:22:58.600 --> 02:22:59.600
I didn't say he hit his wife.

3068
02:22:59.600 --> 02:23:01.600
It could have been somebody else's.

3069
02:23:01.600 --> 02:23:02.600
I didn't say he hit his wife.

3070
02:23:02.600 --> 02:23:03.600
It might have been his kid, right?

3071
02:23:03.600 --> 02:23:08.600
And so it's the same sentence, but simply emphasizing different parts of it, communicate different things.

3072
02:23:08.600 --> 02:23:12.600
And so the tone and emphasis create a altogether package of how we communicate.

3073
02:23:12.600 --> 02:23:18.600
And for them, their tonality was way off as a team because they were missing the first five minutes of discovering and setting the frame properly.

3074
02:23:18.600 --> 02:23:22.600
And so I'll give you the last set of problems, opportunities for improvement.

3075
02:23:22.600 --> 02:23:24.600
And then we'll dive into what we did to solve them and what happened.

3076
02:23:24.600 --> 02:23:28.600
Sales problem three, opportunity for improvement.

3077
02:23:28.600 --> 02:23:30.600
People and org structure issues.

3078
02:23:30.600 --> 02:23:34.600
So issue number one is that CEO was the sales manager.

3079
02:23:34.600 --> 02:23:37.600
And that was because he was the best closer.

3080
02:23:37.600 --> 02:23:43.600
He had a significantly higher close rate than the rest of the team, but he wasn't a very good sales manager.

3081
02:23:43.600 --> 02:23:47.600
Even though he was a good closer, by the way, that's one of the main issues that a lot of sales teams have.

3082
02:23:47.600 --> 02:23:49.600
They promote their best closer as a sales manager.

3083
02:23:49.600 --> 02:23:51.600
And oftentimes those are two very different skills.

3084
02:23:51.600 --> 02:23:55.600
And we could see this because the churn on their sales team was through the roof.

3085
02:23:55.600 --> 02:23:57.600
Just to be clear, like there were a group of young founders.

3086
02:23:57.600 --> 02:23:58.600
It's not uncommon.

3087
02:23:58.600 --> 02:24:05.600
It's actually probably very common because usually when you start a business learning how to promote and sell the product is usually the job of the founders.

3088
02:24:05.600 --> 02:24:07.600
How do I get people to want to buy the thing?

3089
02:24:07.600 --> 02:24:11.600
And so they end up getting the most reps early on and also understanding the prospect better than just about anyone.

3090
02:24:11.600 --> 02:24:19.600
And so one of the big things, you guys were a little mini sales lesson today, is that companies will over educate on the product and under educate on the prospect.

3091
02:24:19.600 --> 02:24:23.600
The person that you should be educating your sales staff on is who we're talking to more than what we're selling.

3092
02:24:23.600 --> 02:24:28.600
Because for me, if I know someone deep in their core, what their intentions are, I can tell them anything.

3093
02:24:28.600 --> 02:24:32.600
I know someone inside and out and then someone says sell this thing and I know nothing about it.

3094
02:24:32.600 --> 02:24:34.600
I could probably get them to buy.

3095
02:24:34.600 --> 02:24:37.600
On the flip side, I know everything about this thing and I don't know who I'm talking to.

3096
02:24:37.600 --> 02:24:41.600
I'm talking to a child, a man, a woman, old, young, different language.

3097
02:24:41.600 --> 02:24:43.600
And so a lot of people talk like, hey, sell me this pen.

3098
02:24:43.600 --> 02:24:49.600
When in reality, what we're going to do is like talk to John, the majority of good sales trainers who try to do that gimmick.

3099
02:24:49.600 --> 02:24:52.600
What they want the person to do is ask them a question.

3100
02:24:52.600 --> 02:24:53.600
It actually has nothing to do with the pen.

3101
02:24:53.600 --> 02:24:57.600
And so if they say sell me this pen, what you do is you take the pen and you put it in your pocket and you say,

3102
02:24:58.600 --> 02:24:59.600
how's it going?

3103
02:24:59.600 --> 02:25:00.600
What brought you in today, right?

3104
02:25:00.600 --> 02:25:02.600
Because I got to go from where they're at to wanting a pen.

3105
02:25:02.600 --> 02:25:04.600
I'm not going to just be like, hey, buy this pen.

3106
02:25:04.600 --> 02:25:05.600
Give me money.

3107
02:25:05.600 --> 02:25:06.600
Like it doesn't work that way.

3108
02:25:06.600 --> 02:25:07.600
But bad salesman do.

3109
02:25:07.600 --> 02:25:10.600
So the second issue was the setting team expectations.

3110
02:25:10.600 --> 02:25:14.600
One of the benefits of working with someone who has more experience is that we know what the benchmarks should be.

3111
02:25:14.600 --> 02:25:17.600
And so a lot of times we can reset someone's minimum standard.

3112
02:25:17.600 --> 02:25:21.600
And they're like, well, they're setting two a day where like they should all be minimum setting three.

3113
02:25:21.600 --> 02:25:25.600
And that sounds tiny, but again, two to three is a 50% increase in sets.

3114
02:25:26.600 --> 02:25:27.600
And that's across the whole team.

3115
02:25:27.600 --> 02:25:29.600
So that means a lot of productivity.

3116
02:25:29.600 --> 02:25:32.600
But if you set the bar low, people will just naturally shrink down to that level.

3117
02:25:32.600 --> 02:25:33.600
All right.

3118
02:25:33.600 --> 02:25:34.600
So you understand the problems.

3119
02:25:34.600 --> 02:25:35.600
And here is the data.

3120
02:25:35.600 --> 02:25:36.600
This is before.

3121
02:25:36.600 --> 02:25:37.600
They had a low show rate issue.

3122
02:25:37.600 --> 02:25:39.600
They had low close rate and multiple issues around that.

3123
02:25:39.600 --> 02:25:41.600
And they had people in organizational issues.

3124
02:25:41.600 --> 02:25:43.600
Don't you pause real quick in the video in the comments.

3125
02:25:43.600 --> 02:25:44.600
If you're like, what would you do?

3126
02:25:44.600 --> 02:25:45.600
How would you attack these issue?

3127
02:25:45.600 --> 02:25:46.600
If this was your business.

3128
02:25:46.600 --> 02:25:48.600
And then I'll tell you what we did.

3129
02:25:52.600 --> 02:25:53.600
Now there's two elements.

3130
02:25:54.600 --> 02:25:57.600
Element one is, what would you do to attempt to solve the problem?

3131
02:25:57.600 --> 02:25:59.600
And the second is, which one do we do in what order?

3132
02:25:59.600 --> 02:26:02.600
The third problem, that was actually the first thing we decided to fix.

3133
02:26:02.600 --> 02:26:04.600
We said we hired a sales director.

3134
02:26:04.600 --> 02:26:06.600
The reason for that was because the CEO was overly involved.

3135
02:26:06.600 --> 02:26:07.600
He was micromanaging.

3136
02:26:07.600 --> 02:26:08.600
He wasn't a good manager.

3137
02:26:08.600 --> 02:26:09.600
And he also wasn't doing CEO stuff.

3138
02:26:09.600 --> 02:26:16.600
And so we had to hire an experienced sales director who in this instance had been a sales trainer for a similar type of sale and a consumer good.

3139
02:26:16.600 --> 02:26:20.600
This guy ended up being exceptional in being able to implement the rest of the changes that we outlined.

3140
02:26:21.600 --> 02:26:23.600
So this was in terms of order of importance.

3141
02:26:23.600 --> 02:26:26.600
I think if we hadn't done this and had tried to do the rest of them, it would have fallen flat.

3142
02:26:26.600 --> 02:26:32.600
This is like one of the most common errors that business owners and founders make is that they see the what and not the who.

3143
02:26:32.600 --> 02:26:34.600
Or they focus on the how and not the who.

3144
02:26:34.600 --> 02:26:42.600
And if you have the same problem that has recurred multiple quarters in a row in the same department, underneath of the same who, it might not be a what issue.

3145
02:26:42.600 --> 02:26:43.600
It might be a who issue.

3146
02:26:43.600 --> 02:26:48.600
One of the reasons having experience is helpful is because you know what it looks like when it's right.

3147
02:26:48.600 --> 02:26:51.600
Some of the biggest costs in the business are hiring incorrectly.

3148
02:26:51.600 --> 02:26:53.600
You waste the time trying to find them.

3149
02:26:53.600 --> 02:26:55.600
You waste the time onboarding them and training them.

3150
02:26:55.600 --> 02:26:58.600
And then you waste the time of all the time it takes you to figure out that they're not the right fit.

3151
02:26:58.600 --> 02:27:02.600
And all the lost growth that you would have had to then start that process over again.

3152
02:27:02.600 --> 02:27:03.600
That's tough.

3153
02:27:03.600 --> 02:27:06.600
But a lot of businesses have to do with that, which is why picking personnel is so important.

3154
02:27:06.600 --> 02:27:12.600
With this instance, we looked at culture fit, which is like, do we think that this guy will fit in, which we usually the founders picked that part out.

3155
02:27:12.600 --> 02:27:14.600
Like, hey, does this guy fit in cool?

3156
02:27:14.600 --> 02:27:18.600
And then we're going to hardcore drill on usually experience and tactical knowledge.

3157
02:27:18.600 --> 02:27:24.600
And so we have such a matter experts at HoldCo, media buying, CRO experts, sales experts, finance experts, whatever.

3158
02:27:24.600 --> 02:27:26.600
And we will then do tactical interviews.

3159
02:27:26.600 --> 02:27:31.600
We talked about earlier, you can know that someone is good based on the quality and quantity of the data that they collect.

3160
02:27:31.600 --> 02:27:35.600
I would ask somebody, what data do you plan on collecting and how would you plan on fixing those things?

3161
02:27:35.600 --> 02:27:39.600
Based on how vague they are and how high level they go in terms of their solutions,

3162
02:27:39.600 --> 02:27:43.600
it'll tell you how nuanced they can be in their thinking and ultimately executing solutions.

3163
02:27:43.600 --> 02:27:50.600
Sales director specifically, in my experience, when I have guys who are like, I just want to build up people, I want to give these guys skills.

3164
02:27:50.600 --> 02:27:54.600
And they marry that with like, in these are the metrics that I track to know at X, Y and Z.

3165
02:27:54.600 --> 02:27:55.600
That's a good sales director.

3166
02:27:55.600 --> 02:27:59.600
The next thing we decided to solve, boom, was fixing the ad targeting.

3167
02:27:59.600 --> 02:28:05.600
And the reason we did the sales director first was because we're like, well, how do we know if anything else is going to happen afterwards if we fix this?

3168
02:28:05.600 --> 02:28:09.600
So what we ended up doing here, it turns out is that we also had another personnel issue.

3169
02:28:09.600 --> 02:28:13.600
The media buyer, I was asleep at the wheel. They were optimizing around the wrong stuff.

3170
02:28:13.600 --> 02:28:15.600
They were trying to split their attention and start their own side hustle.

3171
02:28:15.600 --> 02:28:17.600
It was clear that they were negligent.

3172
02:28:17.600 --> 02:28:20.600
They actually were doing the right thing and then they stopped doing the right thing.

3173
02:28:20.600 --> 02:28:24.600
And it was clear that that type of behavior the founders felt was not going to correct itself.

3174
02:28:24.600 --> 02:28:28.600
So they let go of that person, hired a new person and boom, fixed the ad targeting problem.

3175
02:28:28.600 --> 02:28:31.600
We were back to 25 or 35 real people who loved their job.

3176
02:28:31.600 --> 02:28:32.600
What did we fix next?

3177
02:28:32.600 --> 02:28:33.600
Boom!

3178
02:28:33.600 --> 02:28:34.600
We reduced the sales team.

3179
02:28:34.600 --> 02:28:35.600
What?

3180
02:28:35.600 --> 02:28:37.600
And we reset expectations for the setting team.

3181
02:28:37.600 --> 02:28:39.600
What we looked at is sales team utilization.

3182
02:28:39.600 --> 02:28:44.600
If we know that guys can take 10 sales a day and they're actually only taking four, then we have too many sales people.

3183
02:28:44.600 --> 02:28:51.600
In this instance, it gives you an opportunity to cut the fat for lack of literature and reward the people who are actually doing their jobs and closing well.

3184
02:28:51.600 --> 02:28:55.600
If you cut the lowest percent of the team and you have utilization like you have space,

3185
02:28:55.600 --> 02:29:03.600
you lose the lowest closing percentage people and you gain more closes just by shifting the closing rate overall of the team.

3186
02:29:03.600 --> 02:29:07.600
When you make those changes, in my experience, sales people get into a rhythm.

3187
02:29:07.600 --> 02:29:15.600
If you don't take enough sales calls, you're too desperate to close the deal and then you start being too hard and not listening enough because it's about you not them.

3188
02:29:15.600 --> 02:29:22.600
When sales people have more and more consults, they sell from the back of their heel, they're open-minded, they're asking questions, they're feeling good, and they get into rhythm.

3189
02:29:22.600 --> 02:29:25.600
The setting team, we both downsized and increased expectations.

3190
02:29:25.600 --> 02:29:29.600
How did all these sales increase by having fewer people? We had better people. That's how.

3191
02:29:29.600 --> 02:29:35.600
And that also helps recreate the culture of the team so that we can have a new standard set of high performers.

3192
02:29:35.600 --> 02:29:39.600
Because there's nothing that demotivates a high performer like a low performer who's still on the team.

3193
02:29:39.600 --> 02:29:44.600
And so we went from two to four in terms of our expectation per day for the team in terms of sets.

3194
02:29:44.600 --> 02:29:47.600
Sales fix. Nume d'au quattro.

3195
02:29:47.600 --> 02:29:49.600
I'm missing all my columns up now. It's going to have to deal with it.

3196
02:29:49.600 --> 02:29:52.600
We promoted one setter to lead nurture specialists.

3197
02:29:52.600 --> 02:29:56.600
I was saying earlier that they were multitasking, right? So they're doing some setting and they're doing some lead nurture.

3198
02:29:56.600 --> 02:29:59.600
And that gets really hard for a team of six guys to split those things.

3199
02:29:59.600 --> 02:30:07.600
We took one of the setters who was really good and made that person the lead nurture specialist was basically acted as the bridge for both the setting team and the closing team.

3200
02:30:07.600 --> 02:30:09.600
To basically coordinate and remind the people of their appointments.

3201
02:30:09.600 --> 02:30:15.600
And we equipped that lead nurture specialist with one of our checklist for what that role needs to do to get the most people to show up.

3202
02:30:15.600 --> 02:30:17.600
And I'm not going to give you all because it's a long checklist.

3203
02:30:17.600 --> 02:30:24.600
I'll give you two quick examples. One of them is doing a three-way intro once you have the set appointment between the setter and the closer and doing it via iPhone if you can.

3204
02:30:24.600 --> 02:30:29.600
Because now you have a known person and an unknown person and a person that bridges the two.

3205
02:30:29.600 --> 02:30:32.600
They might no show on Johnny over here, but not on the guy that they just spoke with.

3206
02:30:32.600 --> 02:30:37.600
And so the idea is, how can I bridge that gap and kind of make the association for them? Add some trust.

3207
02:30:37.600 --> 02:30:44.600
The other thing is that the closers morning up would remind them with either a voice memo or a video text personalized to them.

3208
02:30:44.600 --> 02:30:47.600
And be like, hey, John, really excited for our appointment today.

3209
02:30:47.600 --> 02:30:51.600
I saw your profile XYZ personalized to you. Really pumped for it. I think I'm a bit of a hubby out.

3210
02:30:51.600 --> 02:30:55.600
So that's just a couple of things that we have on that list that we had them implement and all do consistently.

3211
02:30:55.600 --> 02:30:58.600
And sales team fix number five. Boom.

3212
02:30:58.600 --> 02:31:02.600
Is we optimized the sales scripts? I said earlier that the discovery was two surface levels.

3213
02:31:02.600 --> 02:31:05.600
So we re-scripted the discovery, made sure we were asking deeper, more meaningful questions.

3214
02:31:05.600 --> 02:31:09.600
And a part of that is also bringing some of the objections to the front.

3215
02:31:09.600 --> 02:31:14.600
It's much easier, and this is the terminology that our team uses, which is killing zombies, right?

3216
02:31:14.600 --> 02:31:17.600
It's a lot easier to kill a zombie when it's far away than when it's on top of you.

3217
02:31:17.600 --> 02:31:20.600
If somebody's trying to bring up a zombie in the clothes, another way of saying it is like,

3218
02:31:20.600 --> 02:31:23.600
you want to diffuse the bomb before it goes off in the clothes in your face.

3219
02:31:23.600 --> 02:31:25.600
So we solve the problem before we bring it up.

3220
02:31:25.600 --> 02:31:29.600
Now, this is actually something that we added to this part of the script, which is prior to the appointment.

3221
02:31:29.600 --> 02:31:32.600
We say, hey, is there anyone else who would be required to make a decision about this thing?

3222
02:31:32.600 --> 02:31:36.600
If they say yes, then you say cool. Well, let's push back the appointment.

3223
02:31:36.600 --> 02:31:39.600
Let's get that person on. That way, you have all the decision-makers present.

3224
02:31:39.600 --> 02:31:45.600
So these are just little things, but like little 1% improvements over and over over again is what yield these 50% boosts.

3225
02:31:46.600 --> 02:31:50.600
And the third main change we did was that we drilled the team on looping.

3226
02:31:50.600 --> 02:31:57.600
And looping is just a sales terminology for basically when you encounter an objection, handling the objection,

3227
02:31:57.600 --> 02:32:01.600
and then asking again, handle the objection, ask again, right?

3228
02:32:01.600 --> 02:32:04.600
Because a lot of sales people are afraid to ask if someone says no, and they don't want to ask again, right?

3229
02:32:04.600 --> 02:32:08.600
And I can tell you this is that the number of sales you make is direct proportional to how many times you ask.

3230
02:32:08.600 --> 02:32:10.600
There's ways to do it wrong, and there's ways to do it right.

3231
02:32:10.600 --> 02:32:13.600
The idea is that you should be able to resolve the concern, right?

3232
02:32:13.600 --> 02:32:16.600
So if someone says, I need to think about it, and you say, well, what are your main concerns?

3233
02:32:16.600 --> 02:32:18.600
And they say, well, it seems really complicated.

3234
02:32:18.600 --> 02:32:21.600
And you say, oh, what part specifically feels more complicated?

3235
02:32:21.600 --> 02:32:25.600
They're like, it's the whole tech thing. And we're like, oh, we also have a vendor that can actually fill that in.

3236
02:32:25.600 --> 02:32:28.600
I think it's a couple of bucks extra, but like we can just handle that for you.

3237
02:32:28.600 --> 02:32:31.600
Does that solve the problem? And they're like, oh, okay.

3238
02:32:31.600 --> 02:32:34.600
So you guys just handed that one part of it. Like, yeah, we handed that part up for you.

3239
02:32:34.600 --> 02:32:38.600
Cool. Now this is where the salesman says, great, you want to move forward?

3240
02:32:38.600 --> 02:32:40.600
Do you have your idea on you? Hey, what are you going to do?

3241
02:32:40.600 --> 02:32:42.600
Like, you can just make the ask right after that.

3242
02:32:42.600 --> 02:32:44.600
And so then at that point, you might say, ready to move forward then?

3243
02:32:44.600 --> 02:32:46.600
And they might say, this feels like a fast decision.

3244
02:32:46.600 --> 02:32:49.600
It's like, oh, well, what makes it fast? How long you been thinking about this?

3245
02:32:49.600 --> 02:32:51.600
And they're like, well, I mean, I just met you.

3246
02:32:51.600 --> 02:32:53.600
And you say, well, how long have you wanted to solve this problem?

3247
02:32:53.600 --> 02:32:55.600
And then they would say, well, I mean, a long time.

3248
02:32:55.600 --> 02:32:57.600
It's like, well, then it doesn't sound like a fast decision at all.

3249
02:32:57.600 --> 02:32:59.600
It sounds like you've already made the decision a long time ago that you wanted to change.

3250
02:32:59.600 --> 02:33:01.600
Now we're just acting on it.

3251
02:33:01.600 --> 02:33:05.600
So now do you want to move forward? Right? Keep looping and continuing to resolve the concern.

3252
02:33:05.600 --> 02:33:07.600
Ask again, resolve the concern. Ask again.

3253
02:33:07.600 --> 02:33:09.600
Drum roll, please.

3254
02:33:09.600 --> 02:33:11.600
What happened in the real world?

3255
02:33:11.600 --> 02:33:13.600
So let's go to the data.

3256
02:33:13.600 --> 02:33:17.600
All right. So in our first column, we had 49% show rates.

3257
02:33:17.600 --> 02:33:19.600
After we implemented Salesforce 2, fixing the ad targeting.

3258
02:33:19.600 --> 02:33:23.600
Salesforce 4, promoted one lead center to lead nurture specialist.

3259
02:33:23.600 --> 02:33:27.600
And Salesforce 3 reduced the team size and reset expectations.

3260
02:33:27.600 --> 02:33:33.600
Survey says, you get a 70% boost, which is almost exactly the KPI.

3261
02:33:33.600 --> 02:33:36.600
And that's because when you do things that work, they work.

3262
02:33:36.600 --> 02:33:38.600
So that was a 40% improvement in sales.

3263
02:33:38.600 --> 02:33:40.600
And to be clear, this was just over two months.

3264
02:33:40.600 --> 02:33:42.600
So some of these changes are going to happen real quick.

3265
02:33:42.600 --> 02:33:43.600
You know what you're doing.

3266
02:33:43.600 --> 02:33:45.600
The second change we have is our offer rate.

3267
02:33:45.600 --> 02:33:48.600
And so here's what happened. Survey says 80%.

3268
02:33:48.600 --> 02:33:50.600
We actually offered just about the same amount of people.

3269
02:33:50.600 --> 02:33:54.600
Realistically, what they were doing is offering people who weren't qualified because of sales you wanted to eat.

3270
02:33:54.600 --> 02:33:56.600
And I get that. Like there's a human component here.

3271
02:33:56.600 --> 02:33:58.600
They were offering people who were not qualified.

3272
02:33:58.600 --> 02:34:00.600
The deal because they needed commissions, right?

3273
02:34:00.600 --> 02:34:01.600
Which is what we were trying to fix with the target.

3274
02:34:01.600 --> 02:34:06.600
We went for 27% and 60 days later we were at 41%.

3275
02:34:06.600 --> 02:34:08.600
So 1% above our benchmark.

3276
02:34:08.600 --> 02:34:11.600
All right, this is a 50% improvement in sales.

3277
02:34:11.600 --> 02:34:12.600
So 40 and 50.

3278
02:34:12.600 --> 02:34:13.600
Because they am.

3279
02:34:13.600 --> 02:34:15.600
Next up, we have percentage of cash collected.

3280
02:34:15.600 --> 02:34:17.600
A really good metric for knowing how strong the sales team is.

3281
02:34:17.600 --> 02:34:20.600
And this is especially important for that early discovery portion.

3282
02:34:20.600 --> 02:34:22.600
And how good they are at looping and closing.

3283
02:34:22.600 --> 02:34:28.600
Because the deeper you get the discovery, the more convicted the buyer will be about the solution.

3284
02:34:28.600 --> 02:34:33.600
And the more likely they are to pay up front as a measure of their conviction in the solution.

3285
02:34:33.600 --> 02:34:37.600
The survey says we went from 47 to 82%.

3286
02:34:37.600 --> 02:34:43.600
So we almost doubled the amount of cash that we were collecting upfront per sale in 60 days.

3287
02:34:43.600 --> 02:34:45.600
We had a 40% improvement and we had a 50% improvement.

3288
02:34:45.600 --> 02:34:48.600
And we had a almost doubling of cash collected.

3289
02:34:48.600 --> 02:34:51.600
So if we almost doubled the amount of sales that happened.

3290
02:34:51.600 --> 02:34:54.600
And we almost doubled the cash upfront collected.

3291
02:34:54.600 --> 02:34:56.600
What do we do to the cash for the business?

3292
02:34:56.600 --> 02:34:57.600
Forexton.

3293
02:34:57.600 --> 02:34:59.600
Much more enticing.

3294
02:34:59.600 --> 02:35:01.600
After we added all these four changes together.

3295
02:35:01.600 --> 02:35:02.600
And we waited 60 days.

3296
02:35:02.600 --> 02:35:03.600
What happened?

3297
02:35:03.600 --> 02:35:08.600
Survey says we went from 56 to 93 sales a month.

3298
02:35:08.600 --> 02:35:13.600
And that was just from a few of these fixes on one particular part of the organization.

3299
02:35:13.600 --> 02:35:17.600
I told 116 sales professionals my closing framework.

3300
02:35:17.600 --> 02:35:21.600
And after implementing it, they increased how much they closed.

3301
02:35:21.600 --> 02:35:22.600
Enjoy.

3302
02:35:23.600 --> 02:35:26.600
Alex Becker, who is the founder of that.

3303
02:35:26.600 --> 02:35:30.600
Including me and recently to something he's like, dude, your, your, your row is insane.

3304
02:35:30.600 --> 02:35:32.600
Because he can see everyone's revenue and their ad spend.

3305
02:35:32.600 --> 02:35:33.600
And I was like, oh, what do you mean?

3306
02:35:33.600 --> 02:35:38.600
He's like, you have the highest return on ad spend if everyone in the entire platform.

3307
02:35:38.600 --> 02:35:39.600
By like a mile.

3308
02:35:39.600 --> 02:35:41.600
And I didn't really ever think about it.

3309
02:35:41.600 --> 02:35:45.600
But our lifetime return on advertising is 36 to one.

3310
02:35:45.600 --> 02:35:51.600
So to do over, you know, 100 and now, you know, five or 10 million whatever right now.

3311
02:35:51.600 --> 02:35:56.600
We've spent just under $3 million in advertising.

3312
02:35:56.600 --> 02:36:00.600
And so there's a lot of other pieces to, you know, making more.

3313
02:36:00.600 --> 02:36:06.600
But just for everyone on this call, we're talking specifically about sales, correct?

3314
02:36:06.600 --> 02:36:07.600
Yes.

3315
02:36:07.600 --> 02:36:08.600
Yeah.

3316
02:36:08.600 --> 02:36:09.600
Yeah.

3317
02:36:09.600 --> 02:36:12.600
99% of these guys are, are closers.

3318
02:36:12.600 --> 02:36:13.600
And they're getting closing.

3319
02:36:13.600 --> 02:36:16.600
There's a couple of people are starting like a closer agency.

3320
02:36:16.600 --> 02:36:17.600
Where they partner up with a guy like you.

3321
02:36:17.600 --> 02:36:19.600
And they're like, hey, let's do like a little JB deal.

3322
02:36:20.600 --> 02:36:21.600
Okay.

3323
02:36:21.600 --> 02:36:22.600
Sweet.

3324
02:36:22.600 --> 02:36:23.600
Well, then why don't I.

3325
02:36:23.600 --> 02:36:29.600
So what I'm going to do is because I do have a presentation, which is just how I think about sales.

3326
02:36:29.600 --> 02:36:32.600
And I have the third part of the presentation about scaling sales teams.

3327
02:36:32.600 --> 02:36:35.600
Does anyone here have multiple closures you work for them?

3328
02:36:35.600 --> 02:36:40.600
Or is most people just closing on your own right now?

3329
02:36:40.600 --> 02:36:42.600
You guys got to talk with Alex.

3330
02:36:42.600 --> 02:36:43.600
He don't bite.

3331
02:36:43.600 --> 02:36:44.600
I can't see the chat.

3332
02:36:44.600 --> 02:36:45.600
I can't see the chat.

3333
02:36:46.600 --> 02:36:49.600
We're working towards that, Alex.

3334
02:36:49.600 --> 02:36:50.600
Okay.

3335
02:36:50.600 --> 02:36:51.600
So how about this?

3336
02:36:51.600 --> 02:36:54.600
I'll give you the things that so.

3337
02:36:54.600 --> 02:36:57.600
Russell, when I first met him was like, dude, how did you learn how to sell so well?

3338
02:36:57.600 --> 02:37:04.600
And it was because I looked at my CRM and I'd done 4,000 sales one on one in fitness.

3339
02:37:04.600 --> 02:37:06.600
And so.

3340
02:37:06.600 --> 02:37:07.600
That's a lot of reps.

3341
02:37:07.600 --> 02:37:10.600
You know, I was taking 20 consults a day for like four years.

3342
02:37:11.600 --> 02:37:13.600
And so that's in person face to face.

3343
02:37:13.600 --> 02:37:15.600
My team would double a triple book me every 30 minutes.

3344
02:37:15.600 --> 02:37:17.600
And I just sold the same thing over and over again.

3345
02:37:17.600 --> 02:37:21.600
And because I was really good at sales, I ended up not hiring a ton of sales people.

3346
02:37:21.600 --> 02:37:25.600
And I would actually have my manager set appointments for me all at one location.

3347
02:37:25.600 --> 02:37:26.600
So I had six gyms.

3348
02:37:26.600 --> 02:37:27.600
And so I would go there.

3349
02:37:27.600 --> 02:37:29.600
They'd stack up an entire day.

3350
02:37:29.600 --> 02:37:32.600
I'd mow down a whole day, go to a different gym.

3351
02:37:32.600 --> 02:37:33.600
And they'd been stacking all the appointments.

3352
02:37:33.600 --> 02:37:34.600
And I'd mow down.

3353
02:37:34.600 --> 02:37:37.600
And so usually I do 20 to 25 consults a day.

3354
02:37:38.600 --> 02:37:41.600
And you just get, you know, you just get these reps in of reading people,

3355
02:37:41.600 --> 02:37:45.600
gauging tonality and seeing where you need to lean in and where you need to lean back.

3356
02:37:45.600 --> 02:37:50.600
And so, you know, over time, I've then started training sales people and sales managers.

3357
02:37:50.600 --> 02:37:51.600
I had a remote sales team.

3358
02:37:51.600 --> 02:37:54.600
We'd fly out and do turn arounds.

3359
02:37:54.600 --> 02:37:55.600
Like in person.

3360
02:37:55.600 --> 02:37:56.600
So I'd eight guys.

3361
02:37:56.600 --> 02:37:58.600
We'd fly out to eight facilities every month.

3362
02:37:58.600 --> 02:38:02.600
And we turn these facilities around because I know Mike you're in the fitness world before this.

3363
02:38:02.600 --> 02:38:06.600
And then I brought that sales team in house and they started doing phone sales for high ticket.

3364
02:38:06.600 --> 02:38:11.600
So I've had, I've had in person phone, high ticket, low ticket, which kind of done a lot of those things.

3365
02:38:11.600 --> 02:38:13.600
I trained mortgage leads teams.

3366
02:38:13.600 --> 02:38:15.600
So kind of the whole gambit.

3367
02:38:15.600 --> 02:38:17.600
And there's definitely some things that I've seen.

3368
02:38:17.600 --> 02:38:19.600
You know, I brought every sales product on the market.

3369
02:38:19.600 --> 02:38:22.600
I bought grants stuff, but balford stuff.

3370
02:38:22.600 --> 02:38:25.600
And I think there's a lot of merit and there's a lot of good stuff out there.

3371
02:38:25.600 --> 02:38:28.600
But in my experience, simplicity is with scales.

3372
02:38:28.600 --> 02:38:33.600
And so I'll give you, if you're okay with it, I'll give you the few things.

3373
02:38:33.600 --> 02:38:38.600
That I have implemented consistently within my companies that have generated outsize returns.

3374
02:38:38.600 --> 02:38:40.600
Is that cool?

3375
02:38:40.600 --> 02:38:41.600
All right.

3376
02:38:41.600 --> 02:38:44.600
What I'm going to do.

3377
02:38:44.600 --> 02:38:47.600
All right.

3378
02:38:47.600 --> 02:38:48.600
Full jam.

3379
02:38:48.600 --> 02:38:50.600
So as I said, simplicity, right?

3380
02:38:50.600 --> 02:38:52.600
I'm the world's best graphic designer.

3381
02:38:52.600 --> 02:38:54.600
As you can see here.

3382
02:38:54.600 --> 02:38:58.600
So I'm trying to show the real keys to the kingdom.

3383
02:38:58.600 --> 02:39:01.600
So everybody here, everybody here selling expensive stuff.

3384
02:39:01.600 --> 02:39:03.600
I know most people on this call.

3385
02:39:03.600 --> 02:39:04.600
Yes.

3386
02:39:04.600 --> 02:39:06.600
Everything's high-tech, Alex.

3387
02:39:06.600 --> 02:39:07.600
Fantastic.

3388
02:39:07.600 --> 02:39:08.600
All right.

3389
02:39:08.600 --> 02:39:10.600
Everyone still see me?

3390
02:39:10.600 --> 02:39:11.600
And the screen?

3391
02:39:11.600 --> 02:39:12.600
Yep.

3392
02:39:12.600 --> 02:39:13.600
All right. Rock and roll.

3393
02:39:13.600 --> 02:39:14.600
All right.

3394
02:39:14.600 --> 02:39:16.600
So I'm guessing this guy says in your first rodeo.

3395
02:39:16.600 --> 02:39:19.600
Not your first presentation with the sexy headliner, big promise.

3396
02:39:19.600 --> 02:39:22.600
And so if you have failed for you guys to grow your thing in the past,

3397
02:39:22.600 --> 02:39:23.600
promise you's not your fault.

3398
02:39:23.600 --> 02:39:24.600
Lots of information.

3399
02:39:24.600 --> 02:39:26.600
Very confusing.

3400
02:39:26.600 --> 02:39:30.600
And you can sometimes be inundated with lots of different sales people's information.

3401
02:39:30.600 --> 02:39:33.600
And you've got Mike here, who's a, who's a gem and knows his shit.

3402
02:39:33.600 --> 02:39:35.600
And you guys were lucky to have him.

3403
02:39:35.600 --> 02:39:38.600
But hopefully in this presentation, I will put some of those fierce rest of like,

3404
02:39:38.600 --> 02:39:40.600
what if I never, what if I never make it?

3405
02:39:40.600 --> 02:39:42.600
What if I never turn this corner and become the salesperson I want?

3406
02:39:42.600 --> 02:39:44.600
What if I never hit the hundred, hundred grand a year?

3407
02:39:44.600 --> 02:39:46.600
What if I never hit the hundred grand a month or whatever?

3408
02:39:46.600 --> 02:39:48.600
They don't hit the million a month goal that I have.

3409
02:39:48.600 --> 02:39:50.600
And then what does that, what does that mean about me?

3410
02:39:50.600 --> 02:39:51.600
Right?

3411
02:39:51.600 --> 02:39:54.600
If you've ever thought those things, like I can tell you, I did too.

3412
02:39:54.600 --> 02:39:56.600
Right after the instance that I had, uh,

3413
02:39:56.600 --> 02:40:00.600
uh, Mike with that individual, um, and that individual drained my entire bank account

3414
02:40:00.600 --> 02:40:03.600
and then sent it to their girlfriend in Sweden and then followed bankruptcy.

3415
02:40:03.600 --> 02:40:08.600
After that happened, I had $1,200 because I had sold all my gems and put my money into that account.

3416
02:40:08.600 --> 02:40:13.600
So I started at zero, which I'm very grateful for because it gave me the experience that I have now.

3417
02:40:13.600 --> 02:40:17.600
And so what I'm going to show you is that you can have a simple sales process that can yield

3418
02:40:17.600 --> 02:40:18.600
outsize returns.

3419
02:40:18.600 --> 02:40:23.600
A lot of people like to make this fancy because it makes it easier to sell stuff to people about selling.

3420
02:40:23.600 --> 02:40:29.600
But these are the things that I have seen it up unlocked the growth for us because I don't think I'm the best marketer out there.

3421
02:40:29.600 --> 02:40:31.600
I think we've simply attached a phone to a funnel.

3422
02:40:31.600 --> 02:40:33.600
Um, and we've been very efficient at it.

3423
02:40:33.600 --> 02:40:38.600
And so as a result of that, I've always been able to make more per customer than anyone else.

3424
02:40:38.600 --> 02:40:41.600
Because of how efficient we are at the conversion process.

3425
02:40:41.600 --> 02:40:42.600
All right.

3426
02:40:42.600 --> 02:40:43.600
And so that's what we're here for.

3427
02:40:43.600 --> 02:40:46.600
So I want to show you exactly step by step our process for selling.

3428
02:40:46.600 --> 02:40:47.600
All right.

3429
02:40:47.600 --> 02:40:49.600
And so there should be two types of people here.

3430
02:40:49.600 --> 02:40:51.600
So we're under $100,000 a month.

3431
02:40:51.600 --> 02:40:53.600
And I'll show you how to never compete on price again.

3432
02:40:53.600 --> 02:40:54.600
All right.

3433
02:40:54.600 --> 02:40:58.600
And if you guys are over $100,000 a month, I'll show you exactly what we did to scale a team to get to a million a month and beyond.

3434
02:40:58.600 --> 02:40:59.600
Is that cool?

3435
02:40:59.600 --> 02:41:00.600
Yes.

3436
02:41:00.600 --> 02:41:02.600
Because if you're under a hundred, it's just you, right.

3437
02:41:02.600 --> 02:41:03.600
If you're over a hundred, you need people.

3438
02:41:03.600 --> 02:41:04.600
All right.

3439
02:41:04.600 --> 02:41:08.600
So it's going to kind of be like the actual selling itself and then the scaling of the sales.

3440
02:41:08.600 --> 02:41:09.600
All right.

3441
02:41:09.600 --> 02:41:10.600
So that's kind of the goal for the 60 minutes.

3442
02:41:10.600 --> 02:41:12.600
I'll probably be able to get it done in 40 ish.

3443
02:41:12.600 --> 02:41:14.600
I'll talk fast so we can have some time.

3444
02:41:14.600 --> 02:41:15.600
All right.

3445
02:41:15.600 --> 02:41:16.600
Everyone can just listen fast.

3446
02:41:16.600 --> 02:41:17.600
All right.

3447
02:41:17.600 --> 02:41:18.600
All right.

3448
02:41:18.600 --> 02:41:19.600
Yeah.

3449
02:41:19.600 --> 02:41:20.600
Battle.

3450
02:41:20.600 --> 02:41:21.600
So I'm really fortunate.

3451
02:41:21.600 --> 02:41:22.600
Yeah.

3452
02:41:22.600 --> 02:41:26.600
Now we're at 105 or 110 or whatever it is in selling stuff, which has been cool.

3453
02:41:26.600 --> 02:41:27.600
It's been coolers.

3454
02:41:27.600 --> 02:41:29.600
We've been able to donate to causes.

3455
02:41:29.600 --> 02:41:30.600
You guys don't know my story.

3456
02:41:30.600 --> 02:41:34.600
But I had I had a gym teacher after school who stayed with me.

3457
02:41:34.600 --> 02:41:35.600
He didn't have to.

3458
02:41:35.600 --> 02:41:36.600
He didn't know me for money, buddy.

3459
02:41:36.600 --> 02:41:40.600
And he worked out with me for an entire year and taught me how to work out because I was like really insecure kid.

3460
02:41:40.600 --> 02:41:42.600
And as a result of that, I got into fitness.

3461
02:41:42.600 --> 02:41:45.600
And so I feel like it's all of our opportunity because a lot of you guys are on here.

3462
02:41:45.600 --> 02:41:48.600
Like we're already in the top 1% in the world.

3463
02:41:48.600 --> 02:41:49.600
You know what I mean?

3464
02:41:49.600 --> 02:41:52.600
Like we're bitching about not making a hundred grand a month.

3465
02:41:52.600 --> 02:41:53.600
Like fuck you.

3466
02:41:53.600 --> 02:41:54.600
You know what I mean?

3467
02:41:54.600 --> 02:41:55.600
Like really.

3468
02:41:55.600 --> 02:41:57.600
And so it's been a great privilege to be able to give back.

3469
02:41:57.600 --> 02:42:00.600
And we've donated 1.4 million just in the last three years.

3470
02:42:00.600 --> 02:42:01.600
Actually 1.7.

3471
02:42:01.600 --> 02:42:02.600
Now I have to update that.

3472
02:42:02.600 --> 02:42:05.600
But anyways, just to cause us that we that we care about it.

3473
02:42:05.600 --> 02:42:08.600
So for us, it's it's kids being able to have the opportunity that we had.

3474
02:42:08.600 --> 02:42:09.600
All right.

3475
02:42:09.600 --> 02:42:12.600
If you guys are in the fitness industry, Arnold is my hero is the reason I quit my job.

3476
02:42:12.600 --> 02:42:16.600
And I've been able to, you know, grow a friendship with him, which has been awesome.

3477
02:42:16.600 --> 02:42:20.600
And we've had, you know, over a thousand clients hit $100,000 a year using the sales framework.

3478
02:42:20.600 --> 02:42:21.600
I'm going to show you.

3479
02:42:21.600 --> 02:42:22.600
All right.

3480
02:42:22.600 --> 02:42:27.600
So like you can imagine that these people are not maybe as good as you are.

3481
02:42:27.600 --> 02:42:30.600
You can imagine that somebody in that thousand is probably not as naturally talented.

3482
02:42:30.600 --> 02:42:31.600
Right.

3483
02:42:31.600 --> 02:42:32.600
So the process works.

3484
02:42:32.600 --> 02:42:33.600
Okay.

3485
02:42:33.600 --> 02:42:35.600
And we've had a lot of people over seven figures now.

3486
02:42:35.600 --> 02:42:36.600
But it wasn't that way.

3487
02:42:36.600 --> 02:42:37.600
Right.

3488
02:42:37.600 --> 02:42:39.600
So this is me when I started my first gym.

3489
02:42:39.600 --> 02:42:40.600
I slept on the floor.

3490
02:42:40.600 --> 02:42:41.600
I had $5,000 total.

3491
02:42:41.600 --> 02:42:42.600
My rent was $5,000.

3492
02:42:42.600 --> 02:42:45.600
And so I had one month that I had to learn how to make money.

3493
02:42:45.600 --> 02:42:49.600
And I built a funnel because I'd learned this from the internet.

3494
02:42:49.600 --> 02:42:52.600
And I was actually, I sent this picture to my dad because I was so excited.

3495
02:42:52.600 --> 02:42:57.600
I was so proud of this picture because I sold that many people in the first in the first two weeks.

3496
02:42:57.600 --> 02:42:59.600
For free.

3497
02:42:59.600 --> 02:43:01.600
And things started to grow.

3498
02:43:01.600 --> 02:43:02.600
Right.

3499
02:43:02.600 --> 02:43:03.600
That was my one of my jams.

3500
02:43:03.600 --> 02:43:04.600
I had nine employees.

3501
02:43:04.600 --> 02:43:05.600
I felt like a badass.

3502
02:43:05.600 --> 02:43:09.600
You know, my dad finally told me thought I, you know, wasn't a schmuck for, you know,

3503
02:43:09.600 --> 02:43:10.600
being an idiot and getting the fitness.

3504
02:43:10.600 --> 02:43:12.600
I thought I felt like I was figuring things out.

3505
02:43:12.600 --> 02:43:14.600
And all of a sudden, Facebook slap happened.

3506
02:43:14.600 --> 02:43:15.600
This is years ago.

3507
02:43:15.600 --> 02:43:16.600
There's been many slaps.

3508
02:43:16.600 --> 02:43:20.600
Facebook just kind of kind of has its, it's, it's, it's bitch hand proverbially swinging back and forth.

3509
02:43:20.600 --> 02:43:24.600
But, you know, we got slapped and we're not, my, my lead cost went out five X, right?

3510
02:43:24.600 --> 02:43:28.600
And so my, my money, my money making rain turned into a desert.

3511
02:43:28.600 --> 02:43:30.600
And the thing was my marketing was losing money every day.

3512
02:43:30.600 --> 02:43:32.600
And all I could think about was letting my dad down.

3513
02:43:32.600 --> 02:43:35.600
More realistically having my dad be right.

3514
02:43:35.600 --> 02:43:38.600
I'm going to, I'm going to, all right.

3515
02:43:38.600 --> 02:43:39.600
Cool.

3516
02:43:39.600 --> 02:43:41.600
And so the question that I asked myself was like, how can I afford to get more leads?

3517
02:43:41.600 --> 02:43:42.600
Right.

3518
02:43:42.600 --> 02:43:43.600
And so I called on my friends up.

3519
02:43:43.600 --> 02:43:45.600
And he had a, he was a brick and mortar gym owner.

3520
02:43:45.600 --> 02:43:47.600
And he told me that things were going great for him.

3521
02:43:47.600 --> 02:43:48.600
And I was like, what the hell did?

3522
02:43:48.600 --> 02:43:49.600
What are you, what are you doing?

3523
02:43:49.600 --> 02:43:52.600
And he was like, dude, we just, we just attached a phone to the funnel.

3524
02:43:52.600 --> 02:43:53.600
And I was like, no shit.

3525
02:43:53.600 --> 02:43:56.600
He's like, we're selling expensive stuff on the front end now instead of selling trials.

3526
02:43:56.600 --> 02:43:58.600
And I was like, well, that's cool.

3527
02:43:58.600 --> 02:43:59.600
I'll do that.

3528
02:43:59.600 --> 02:44:02.600
And so we went from losing two and a half, two to one, to making 10 to one return on the front end.

3529
02:44:02.600 --> 02:44:03.600
Right.

3530
02:44:03.600 --> 02:44:06.600
And what that meant for my businesses, I went from being able to break even at $10 a lead.

3531
02:44:06.600 --> 02:44:10.600
To be able to spend up 100, $100 a lead and still make money, which is crazy.

3532
02:44:10.600 --> 02:44:11.600
Right.

3533
02:44:11.600 --> 02:44:13.600
And so then things started to grow again for me.

3534
02:44:13.600 --> 02:44:16.600
And then we, you know, open location after location and things grow.

3535
02:44:16.600 --> 02:44:17.600
And I met this guy.

3536
02:44:17.600 --> 02:44:20.600
And I was, I was, I met, I joined his mastermind.

3537
02:44:20.600 --> 02:44:23.600
I was trying to, I told him I wanted to create a nationwide gym, gym chain.

3538
02:44:23.600 --> 02:44:27.600
And he said, you should teach other people how you do what you do and not grow that chain.

3539
02:44:27.600 --> 02:44:29.600
And I was like, well, you make more money than me.

3540
02:44:29.600 --> 02:44:30.600
So, okay, I'll listen.

3541
02:44:30.600 --> 02:44:33.600
And so then I started making our younger marketing system.

3542
02:44:33.600 --> 02:44:35.600
Mike, this is, by the way, at that guy's gym.

3543
02:44:35.600 --> 02:44:37.600
At 191 signups in 19 days.

3544
02:44:37.600 --> 02:44:39.600
And that was the stack of contracts.

3545
02:44:39.600 --> 02:44:41.600
Some of you guys may have seen this.

3546
02:44:41.600 --> 02:44:44.600
It was like the most run ad for like a year and a half.

3547
02:44:44.600 --> 02:44:48.600
But we did, I don't know, $100,000 in 19 days and sales, like in the get out.

3548
02:44:48.600 --> 02:44:49.600
All right.

3549
02:44:49.600 --> 02:44:50.600
So these are the three frameworks.

3550
02:44:50.600 --> 02:44:53.600
Sorry, I sped through that because we already covered a little bit of my story earlier.

3551
02:44:53.600 --> 02:44:54.600
At least I want to get through it.

3552
02:44:54.600 --> 02:44:57.600
And these are the three frameworks that I kind of discovered to scale.

3553
02:44:57.600 --> 02:44:58.600
I take it.

3554
02:44:58.600 --> 02:44:59.600
All right.

3555
02:44:59.600 --> 02:45:02.600
And it'll take, if you're, if you're partnering someone with someone,

3556
02:45:02.600 --> 02:45:05.600
then it'll help take their losing funnels and turn them into cash machines.

3557
02:45:05.600 --> 02:45:06.600
And I mean that genuinely.

3558
02:45:06.600 --> 02:45:07.600
All right.

3559
02:45:07.600 --> 02:45:11.600
So the three, three frameworks that I do is one is the closure framework.

3560
02:45:11.600 --> 02:45:12.600
All right.

3561
02:45:12.600 --> 02:45:14.600
These are the questions that get prospect to say yes.

3562
02:45:14.600 --> 02:45:15.600
All right.

3563
02:45:15.600 --> 02:45:18.600
And so adding this to any kind of any funnel process is going to instantly make it more profitable.

3564
02:45:18.600 --> 02:45:19.600
All right.

3565
02:45:19.600 --> 02:45:21.600
And I'm going to walk through the questions that we ask.

3566
02:45:21.600 --> 02:45:24.600
And specifically what only three things that you can say on a sales call period.

3567
02:45:24.600 --> 02:45:27.600
It's a number one mistake that all the sales guys that even my guys make.

3568
02:45:27.600 --> 02:45:29.600
And I have to remind them of.

3569
02:45:29.600 --> 02:45:30.600
All right.

3570
02:45:30.600 --> 02:45:31.600
The second thing is the conviction framework.

3571
02:45:31.600 --> 02:45:35.600
So anyone who believes can outperform a season sales rep by simply learning to control their tone.

3572
02:45:35.600 --> 02:45:36.600
All right.

3573
02:45:36.600 --> 02:45:37.600
So some of you guys right now.

3574
02:45:37.600 --> 02:45:38.600
Can I get a hand.

3575
02:45:38.600 --> 02:45:39.600
I'm going to unshare my screen.

3576
02:45:39.600 --> 02:45:40.600
Okay.

3577
02:45:40.600 --> 02:45:43.600
Can I get hands on the screen of who here is newer to this.

3578
02:45:43.600 --> 02:45:44.600
Newer to high ticket sales.

3579
02:45:44.600 --> 02:45:45.600
Okay.

3580
02:45:45.600 --> 02:45:46.600
Great.

3581
02:45:46.600 --> 02:45:47.600
Perfect.

3582
02:45:47.600 --> 02:45:48.600
Then this is for you.

3583
02:45:48.600 --> 02:45:50.600
I'm going to show you how you can beat the best sales reps.

3584
02:45:50.600 --> 02:45:51.600
All right.

3585
02:45:51.600 --> 02:45:54.600
And this is how I never ever hire season to closers.

3586
02:45:54.600 --> 02:45:55.600
Just FYI.

3587
02:45:55.600 --> 02:45:56.600
No.

3588
02:45:56.600 --> 02:45:57.600
No, it's not like.

3589
02:45:57.600 --> 02:46:00.600
We're going to try to trade sales people's I don't.

3590
02:46:00.600 --> 02:46:03.600
But I'm going to show you how you can beat season prep season pros.

3591
02:46:03.600 --> 02:46:04.600
All right.

3592
02:46:04.600 --> 02:46:07.600
Which if I can find my presentation.

3593
02:46:07.600 --> 02:46:08.600
There we go.

3594
02:46:08.600 --> 02:46:11.600
By learning control your tone.

3595
02:46:11.600 --> 02:46:12.600
And the last one is scaling.

3596
02:46:12.600 --> 02:46:15.600
So for all of you guys who are over $100,000 a month and need to scale a team.

3597
02:46:15.600 --> 02:46:18.600
I'm going to show you how to duplicate the skill and other people.

3598
02:46:18.600 --> 02:46:19.600
All right.

3599
02:46:19.600 --> 02:46:21.600
Because it's one level of the skill is learning to sell.

3600
02:46:21.600 --> 02:46:24.600
Another level of the skill is teaching to sell.

3601
02:46:24.600 --> 02:46:25.600
And it's a more valuable skill.

3602
02:46:25.600 --> 02:46:28.600
So if you can duplicate your skill and someone else.

3603
02:46:28.600 --> 02:46:32.600
That is how you can make 10 times 100 times more money because it's no longer.

3604
02:46:32.600 --> 02:46:34.600
You're no longer constrained by your time.

3605
02:46:34.600 --> 02:46:35.600
All right.

3606
02:46:35.600 --> 02:46:37.600
So let's rock and roll closer framework.

3607
02:46:37.600 --> 02:46:41.600
So after pouring over like hundreds of scripts, like I mean it hundreds of scripts.

3608
02:46:41.600 --> 02:46:45.600
I realized that there was always like these minor differences in wording.

3609
02:46:46.600 --> 02:46:48.600
But I've hit these kind of main milestones along the way.

3610
02:46:48.600 --> 02:46:50.600
I ended up closing the sale.

3611
02:46:50.600 --> 02:46:51.600
Right.

3612
02:46:51.600 --> 02:46:54.600
And the nice thing is that this process works for B2C and B2B.

3613
02:46:54.600 --> 02:46:56.600
So I don't know what stuff you're selling, but it works for both.

3614
02:46:56.600 --> 02:46:59.600
And it worked for $500 tickets as much as $100,000 tickets.

3615
02:46:59.600 --> 02:47:00.600
The process is the same.

3616
02:47:00.600 --> 02:47:01.600
All right.

3617
02:47:01.600 --> 02:47:04.600
And the way I teach my sales teams and now thousands of clients.

3618
02:47:04.600 --> 02:47:05.600
Is this acronym.

3619
02:47:05.600 --> 02:47:06.600
Right.

3620
02:47:06.600 --> 02:47:09.600
And like even when I'm thinking through sales calls, we use really closer C.

3621
02:47:09.600 --> 02:47:10.600
Right.

3622
02:47:10.600 --> 02:47:11.600
L.

3623
02:47:11.600 --> 02:47:14.600
So the C is clarify why the person is on the phone with you.

3624
02:47:14.600 --> 02:47:15.600
All right.

3625
02:47:15.600 --> 02:47:16.600
That's the objective.

3626
02:47:16.600 --> 02:47:17.600
Why are you here?

3627
02:47:17.600 --> 02:47:19.600
Why did you take the time to take the call?

3628
02:47:19.600 --> 02:47:20.600
What's the problem?

3629
02:47:20.600 --> 02:47:21.600
Right.

3630
02:47:21.600 --> 02:47:22.600
What are we trying to solve here?

3631
02:47:22.600 --> 02:47:24.600
After that, they were like, God it.

3632
02:47:24.600 --> 02:47:26.600
So what I'm hearing is you're struggling with this.

3633
02:47:26.600 --> 02:47:27.600
Does that sound about right?

3634
02:47:27.600 --> 02:47:29.600
I'm going to label you with a problem.

3635
02:47:29.600 --> 02:47:32.600
After that, we overview your past pains.

3636
02:47:32.600 --> 02:47:33.600
It's like, okay.

3637
02:47:33.600 --> 02:47:34.600
So you have this problem.

3638
02:47:34.600 --> 02:47:36.600
I can't be the first person you've talked to about this.

3639
02:47:36.600 --> 02:47:39.600
Tell me a little bit about what you've done so far to try to try and get past this.

3640
02:47:39.600 --> 02:47:40.600
Tell me more about that.

3641
02:47:40.600 --> 02:47:41.600
How that work out for you.

3642
02:47:41.600 --> 02:47:42.600
Okay.

3643
02:47:42.600 --> 02:47:43.600
Understood.

3644
02:47:43.600 --> 02:47:46.600
After that, it's like, okay, so I'm hearing all these things.

3645
02:47:46.600 --> 02:47:47.600
This is why you're here.

3646
02:47:47.600 --> 02:47:48.600
This is what you're trying to get.

3647
02:47:48.600 --> 02:47:49.600
This is what you've tried and as it worked.

3648
02:47:49.600 --> 02:47:50.600
Okay.

3649
02:47:50.600 --> 02:47:53.600
Well, can I tell you about how I think we might be able to solve your problem?

3650
02:47:53.600 --> 02:47:54.600
This is where we solve the vacation.

3651
02:47:54.600 --> 02:47:55.600
Right.

3652
02:47:55.600 --> 02:47:59.600
And then finally, step before finally, we explain away their concerns.

3653
02:47:59.600 --> 02:48:01.600
So this is where we tell them about the program and they were like,

3654
02:48:01.600 --> 02:48:02.600
do you want to do it?

3655
02:48:02.600 --> 02:48:03.600
They say, yes or no.

3656
02:48:03.600 --> 02:48:06.600
If they say no, then we explain away their concerns.

3657
02:48:06.600 --> 02:48:07.600
So they say yes.

3658
02:48:07.600 --> 02:48:10.600
And then once they say yes, we reinforce the decision.

3659
02:48:10.600 --> 02:48:13.600
And this last r here is a point that I added years later,

3660
02:48:13.600 --> 02:48:16.600
because we realize that the sale.

3661
02:48:16.600 --> 02:48:19.600
The sale just continues throughout the entire customer relationship.

3662
02:48:19.600 --> 02:48:20.600
Right.

3663
02:48:20.600 --> 02:48:22.600
And so for you guys, if you're dealing with clients,

3664
02:48:22.600 --> 02:48:26.600
who you're selling for, you have to also sell them on continuously selling.

3665
02:48:26.600 --> 02:48:27.600
Right.

3666
02:48:27.600 --> 02:48:29.600
You might have closed the car or closed the first payment,

3667
02:48:29.600 --> 02:48:31.600
but they're onboarding experience.

3668
02:48:31.600 --> 02:48:32.600
They got to close them again.

3669
02:48:32.600 --> 02:48:35.600
And then after that, when they have their first week check-in call,

3670
02:48:35.600 --> 02:48:36.600
they got to get closed again,

3671
02:48:36.600 --> 02:48:39.600
because we have to consistently sell them on why they should do anything.

3672
02:48:39.600 --> 02:48:41.600
Why should they not just watch Netflix?

3673
02:48:41.600 --> 02:48:42.600
Why should they take action?

3674
02:48:42.600 --> 02:48:44.600
Why should they have the discomfort of getting, you know,

3675
02:48:44.600 --> 02:48:46.600
smacked on the phone by a stranger?

3676
02:48:46.600 --> 02:48:47.600
Right.

3677
02:48:47.600 --> 02:48:49.600
Why should they feel the sting of failure?

3678
02:48:49.600 --> 02:48:52.600
We have to sell them consistently to help them overcome their pains.

3679
02:48:52.600 --> 02:48:53.600
Right.

3680
02:48:53.600 --> 02:48:55.600
And so I'll show you some of these more closely.

3681
02:48:55.600 --> 02:48:57.600
So clarify why they're there.

3682
02:48:57.600 --> 02:48:58.600
Right.

3683
02:48:58.600 --> 02:48:59.600
It's like, what made you come in today?

3684
02:48:59.600 --> 02:49:00.600
What made you reach out?

3685
02:49:00.600 --> 02:49:01.600
What's your goal right now?

3686
02:49:01.600 --> 02:49:02.600
Why is that important to you?

3687
02:49:02.600 --> 02:49:03.600
Right.

3688
02:49:03.600 --> 02:49:04.600
Okay.

3689
02:49:04.600 --> 02:49:05.600
Helping me understand what are we doing here?

3690
02:49:05.600 --> 02:49:06.600
Right.

3691
02:49:06.600 --> 02:49:07.600
This is one where someone in the beginning,

3692
02:49:07.600 --> 02:49:09.600
like, you have to hit this because if someone says,

3693
02:49:09.600 --> 02:49:11.600
like, yeah, I just wanted to find out more information.

3694
02:49:11.600 --> 02:49:12.600
You're like, cool.

3695
02:49:12.600 --> 02:49:13.600
But why?

3696
02:49:13.600 --> 02:49:15.600
Like, what did you want the information to solve?

3697
02:49:15.600 --> 02:49:16.600
What was the product?

3698
02:49:16.600 --> 02:49:18.600
I'm sure you don't just go around collecting information on there.

3699
02:49:18.600 --> 02:49:19.600
Right.

3700
02:49:19.600 --> 02:49:20.600
Like, there's something you're trying to get out of this.

3701
02:49:20.600 --> 02:49:21.600
What's the problem?

3702
02:49:21.600 --> 02:49:23.600
And then they, and then you get what you need.

3703
02:49:23.600 --> 02:49:24.600
You're like, got it.

3704
02:49:24.600 --> 02:49:25.600
Okay.

3705
02:49:25.600 --> 02:49:26.600
So just so I'm hearing you right.

3706
02:49:26.600 --> 02:49:27.600
It sounds like this is your goal.

3707
02:49:27.600 --> 02:49:28.600
Correct.

3708
02:49:28.600 --> 02:49:30.600
Then they acknowledge they have a problem.

3709
02:49:30.600 --> 02:49:32.600
This is important because they have to say it.

3710
02:49:32.600 --> 02:49:33.600
They have to own it.

3711
02:49:33.600 --> 02:49:36.600
I can't cure cancer until you admit that you have it.

3712
02:49:36.600 --> 02:49:37.600
Right.

3713
02:49:37.600 --> 02:49:39.600
We got to give it to you before we can cure it.

3714
02:49:39.600 --> 02:49:40.600
After that, we overview the past.

3715
02:49:40.600 --> 02:49:41.600
Right.

3716
02:49:41.600 --> 02:49:43.600
So it's like, what have you tried so far to accomplish this?

3717
02:49:43.600 --> 02:49:44.600
How long did you do it for?

3718
02:49:44.600 --> 02:49:45.600
How long ago?

3719
02:49:45.600 --> 02:49:46.600
How did that work for you?

3720
02:49:46.600 --> 02:49:47.600
What else have you tried?

3721
02:49:47.600 --> 02:49:49.600
We called this the pain cycle.

3722
02:49:49.600 --> 02:49:50.600
Right.

3723
02:49:50.600 --> 02:49:53.600
We consistently do this over and over again until we've exhausted all options.

3724
02:49:53.600 --> 02:49:54.600
Right.

3725
02:49:54.600 --> 02:49:56.600
At that point, we have tons of ammo that we can use later in the closed.

3726
02:49:56.600 --> 02:49:57.600
I'm sure you're aware of.

3727
02:49:57.600 --> 02:49:58.600
Right.

3728
02:49:58.600 --> 02:50:00.600
And the big piece here is we explain how it's not their fault.

3729
02:50:00.600 --> 02:50:03.600
Because if they had this missing piece or two of the equation,

3730
02:50:03.600 --> 02:50:04.600
they were halfway there.

3731
02:50:04.600 --> 02:50:05.600
There were three corners of the way there.

3732
02:50:05.600 --> 02:50:08.600
They were just missing this one piece which we're going to provide for them.

3733
02:50:08.600 --> 02:50:09.600
Right.

3734
02:50:09.600 --> 02:50:13.600
And the nice thing is for most of you, hopefully, you're selling it up a holistic solution.

3735
02:50:13.600 --> 02:50:14.600
Right.

3736
02:50:14.600 --> 02:50:17.600
So for example, I'm going to use a fitness example because Mike's from from that background too.

3737
02:50:17.600 --> 02:50:20.600
If someone came in and said they tried workouts in the past,

3738
02:50:20.600 --> 02:50:22.600
I'm going to be like, I'm not telling you don't that you don't need to work out.

3739
02:50:22.600 --> 02:50:23.600
It's great.

3740
02:50:23.600 --> 02:50:25.600
But you also need the nutrition and the accountability.

3741
02:50:25.600 --> 02:50:26.600
Right.

3742
02:50:26.600 --> 02:50:28.600
You need nutrition to make sure they stop eating shit because if you just start working on endotus,

3743
02:50:28.600 --> 02:50:29.600
it's not going to work.

3744
02:50:29.600 --> 02:50:30.600
Right.

3745
02:50:30.600 --> 02:50:31.600
Of course.

3746
02:50:31.600 --> 02:50:32.600
Now, if I make you the best plan in the world,

3747
02:50:32.600 --> 02:50:33.600
it's not going to work either.

3748
02:50:33.600 --> 02:50:34.600
That's why you need accountability.

3749
02:50:34.600 --> 02:50:35.600
And that's what I'm here for.

3750
02:50:35.600 --> 02:50:37.600
And so from that point, that's kind of how you can naturally transition.

3751
02:50:37.600 --> 02:50:38.600
So it's like, I'm hearing these things.

3752
02:50:38.600 --> 02:50:39.600
This is what you're missing.

3753
02:50:39.600 --> 02:50:41.600
Will do you any how the program works?

3754
02:50:41.600 --> 02:50:43.600
Because I think we might be able to solve that for it.

3755
02:50:43.600 --> 02:50:44.600
They'll say yes.

3756
02:50:44.600 --> 02:50:45.600
All right.

3757
02:50:45.600 --> 02:50:47.600
So what we've seen is that there's three things that make clients successful.

3758
02:50:47.600 --> 02:50:48.600
Right.

3759
02:50:48.600 --> 02:50:52.600
And at this point, this is my belief is that three things has been, you know,

3760
02:50:52.600 --> 02:50:56.600
unequivocal and most pitches is that I think it's human brain is that you can't take more than three.

3761
02:50:56.600 --> 02:51:00.600
But typically it's like three pillars to the to the stool or three, you know,

3762
02:51:00.600 --> 02:51:01.600
finitrition accountability.

3763
02:51:01.600 --> 02:51:05.600
If I was selling leads, I'd want them to be, you know, timely,

3764
02:51:05.600 --> 02:51:09.600
you know, qualified and, you know, exclusive.

3765
02:51:09.600 --> 02:51:10.600
Right.

3766
02:51:10.600 --> 02:51:12.600
There'll be three elements to make with what makes a good lead.

3767
02:51:12.600 --> 02:51:13.600
Right.

3768
02:51:13.600 --> 02:51:16.600
There's always three that you can usually find when you're selling a solution.

3769
02:51:16.600 --> 02:51:20.600
And most times, not most times, every time.

3770
02:51:20.600 --> 02:51:24.600
If you're on the phone with the prospect, you always have the upper hand because they have admitted

3771
02:51:24.600 --> 02:51:26.600
at the beginning of this phone call that they have a problem.

3772
02:51:26.600 --> 02:51:28.600
They have not solved it.

3773
02:51:28.600 --> 02:51:30.600
And so inherently, they're going to be missing one of the keys.

3774
02:51:30.600 --> 02:51:32.600
They cannot have them all or they would not be on the phone.

3775
02:51:32.600 --> 02:51:37.600
So you have a, you, you, you were in an unloosable situation unless you choose to lose it.

3776
02:51:37.600 --> 02:51:38.600
Right.

3777
02:51:38.600 --> 02:51:39.600
Unless you choose to lose the frame.

3778
02:51:39.600 --> 02:51:45.600
And so in this instance, it has been my experience that we use stories, short anecdotal stories,

3779
02:51:45.600 --> 02:51:49.600
to break the belief of the prospect around a topic.

3780
02:51:49.600 --> 02:51:53.600
What's important here is that we don't get into jargon.

3781
02:51:53.600 --> 02:51:54.600
Right.

3782
02:51:54.600 --> 02:52:00.600
We don't get into techno babble and talking about the program and the modules and the,

3783
02:52:00.600 --> 02:52:04.600
the things they're going to do because all of that sounds like work.

3784
02:52:04.600 --> 02:52:06.600
And that's not what they're there for.

3785
02:52:06.600 --> 02:52:07.600
They're there for a result.

3786
02:52:07.600 --> 02:52:08.600
Right.

3787
02:52:08.600 --> 02:52:12.600
And so instead, I would say something like with the fitness institution accountability,

3788
02:52:12.600 --> 02:52:14.600
like I said earlier, so if I was trying to explain accountability,

3789
02:52:14.600 --> 02:52:16.600
I'd be like, listen, you don't have accountability.

3790
02:52:16.600 --> 02:52:19.600
When you were a kid, you ever like have your parents tell you to brush your teeth.

3791
02:52:19.600 --> 02:52:22.600
They were like, yeah, like you know how you're like, no, I don't want to.

3792
02:52:22.600 --> 02:52:24.600
And they would tell you, I don't know, you got to go brush your teeth.

3793
02:52:24.600 --> 02:52:27.600
And you go and you brush your teeth and you talk back to bed.

3794
02:52:27.600 --> 02:52:28.600
And next night, you do the same thing.

3795
02:52:28.600 --> 02:52:29.600
They'd say, brush your teeth.

3796
02:52:29.600 --> 02:52:30.600
You go, brush your teeth.

3797
02:52:30.600 --> 02:52:31.600
Go back to bed.

3798
02:52:31.600 --> 02:52:32.600
But you're an adult now, right?

3799
02:52:32.600 --> 02:52:33.600
You brush your teeth.

3800
02:52:33.600 --> 02:52:34.600
And they're like, yeah.

3801
02:52:34.600 --> 02:52:38.600
And that's because you had external accountability that turned into an internal habit.

3802
02:52:38.600 --> 02:52:39.600
Right.

3803
02:52:39.600 --> 02:52:40.600
And that's what we're going to do for you here.

3804
02:52:40.600 --> 02:52:41.600
Right.

3805
02:52:41.600 --> 02:52:45.600
So I didn't tell them about fucking the coaching call that they're going to have and the post that they're going to have

3806
02:52:45.600 --> 02:52:46.600
and the blah, blah, blah.

3807
02:52:46.600 --> 02:52:50.600
When we told them as the result of that, we gave them an anecdotal story that made sense to them.

3808
02:52:50.600 --> 02:52:52.600
Or that's probably a really key point.

3809
02:52:52.600 --> 02:52:54.600
I just want to drive home years up when you have your pitch part.

3810
02:52:54.600 --> 02:52:59.600
It shouldn't be longer than three minutes like tops because no one really gives a shit.

3811
02:52:59.600 --> 02:53:06.600
And at the end of the day, the reason they're going to buy is going to be because of how understood they feel.

3812
02:53:06.600 --> 02:53:13.600
So how much when you went through that overview of the pain, you were able to restate back to them accurately,

3813
02:53:13.600 --> 02:53:19.600
exactly how they felt and the struggles they are experiencing, which is why you need to shut the fuck up when they're talking.

3814
02:53:19.600 --> 02:53:20.600
Right.

3815
02:53:20.600 --> 02:53:24.600
And so there's only three things that are ever set on a sales call to you guys know what they are.

3816
02:53:24.600 --> 02:53:27.600
There's only three things that ever come out of your mouth.

3817
02:53:27.600 --> 02:53:33.600
Questions, restatements, and anecdotal stories, which is the story that I just referenced.

3818
02:53:33.600 --> 02:53:36.600
The three stories that we will use to break a belief.

3819
02:53:36.600 --> 02:53:37.600
That's it.

3820
02:53:37.600 --> 02:53:39.600
So this, that's how you sell them the vacations.

3821
02:53:39.600 --> 02:53:41.600
You have these little sound bites, right.

3822
02:53:41.600 --> 02:53:42.600
I'll give you another example.

3823
02:53:42.600 --> 02:53:45.600
So if I was doing, I was doing food, right.

3824
02:53:45.600 --> 02:53:49.600
I'm like, listen, three parts of the program finished your search accountability.

3825
02:53:49.600 --> 02:53:54.600
So nutrition wise, you've got to eat stuff that's going to make you lose weight.

3826
02:53:54.600 --> 02:53:55.600
Can we grill that?

3827
02:53:55.600 --> 02:53:56.600
Yes.

3828
02:53:56.600 --> 02:53:57.600
Okay.

3829
02:53:57.600 --> 02:53:58.600
Cool.

3830
02:53:58.600 --> 02:53:59.600
But the problem is you don't want to do that.

3831
02:53:59.600 --> 02:54:00.600
Right.

3832
02:54:00.600 --> 02:54:01.600
That's what we're here.

3833
02:54:01.600 --> 02:54:02.600
Right.

3834
02:54:02.600 --> 02:54:03.600
Right.

3835
02:54:03.600 --> 02:54:04.600
Okay.

3836
02:54:04.600 --> 02:54:05.600
So let me ask you a question.

3837
02:54:05.600 --> 02:54:06.600
When do you feel like what's your favorite TV show?

3838
02:54:06.600 --> 02:54:09.600
They're going to be like.

3839
02:54:09.600 --> 02:54:10.600
Whatever.

3840
02:54:10.600 --> 02:54:11.600
Game of Thrones.

3841
02:54:11.600 --> 02:54:14.600
Do you feel like you need to get like motivated to watch Game of Thrones?

3842
02:54:14.600 --> 02:54:17.600
Like, man, I was trying to watch it tonight, but I just couldn't.

3843
02:54:17.600 --> 02:54:21.600
You know, I just, I just, I got really busy and I just couldn't sit down on the couch and turn the TV on.

3844
02:54:21.600 --> 02:54:22.600
I couldn't do it, right.

3845
02:54:22.600 --> 02:54:23.600
Of course not.

3846
02:54:23.600 --> 02:54:25.600
Because you look forward to it because you wanted to do it.

3847
02:54:25.600 --> 02:54:29.600
And the key that we're going to do here is we're going to get you to look forward to the foods that you're eating.

3848
02:54:29.600 --> 02:54:33.600
Because if you look forward to it, you don't need to be motivated because you do it on your own because you like it.

3849
02:54:33.600 --> 02:54:34.600
Does that make sense?

3850
02:54:34.600 --> 02:54:35.600
Right.

3851
02:54:36.600 --> 02:54:44.600
So what I didn't talk about the macros and the carb cycling and the intermittent fasting and the calorie counting and the blah blah blah.

3852
02:54:44.600 --> 02:54:46.600
Because at the end of the day, that does not matter.

3853
02:54:46.600 --> 02:54:51.600
What they want is for them to solve the problem and have it be pain free.

3854
02:54:51.600 --> 02:54:52.600
Right.

3855
02:54:52.600 --> 02:54:53.600
And that's where explaining them.

3856
02:54:53.600 --> 02:54:54.600
So that's selling the vacation, right.

3857
02:54:54.600 --> 02:54:57.600
And this is saying that I've used for a long time, which is celebration, not the plane, right.

3858
02:54:57.600 --> 02:55:00.600
And so this is what everyone else talks about.

3859
02:55:00.600 --> 02:55:03.600
They're like, sir, for us to get you these results, you're going to have to take your pants off.

3860
02:55:03.600 --> 02:55:05.600
You're going to have to jump through this loop.

3861
02:55:05.600 --> 02:55:10.600
You're going to have to go through the TSA, the airport lines, pack your suitcases, take your shoes off, do the layovers, connect your flights.

3862
02:55:10.600 --> 02:55:11.600
Have a person farting next to you.

3863
02:55:11.600 --> 02:55:12.600
Don't worry.

3864
02:55:12.600 --> 02:55:13.600
They don't have COVID.

3865
02:55:13.600 --> 02:55:15.600
You'll have turbulence, probably on the plane.

3866
02:55:15.600 --> 02:55:17.600
Then as soon as you're out, you think you're done.

3867
02:55:17.600 --> 02:55:18.600
You stopped the way to baggage him.

3868
02:55:18.600 --> 02:55:19.600
They probably lost your bag, right.

3869
02:55:19.600 --> 02:55:22.600
And in our world, it's your modules, your real plan, your macros, your workouts, your support team.

3870
02:55:22.600 --> 02:55:27.600
Your URLs, your domains, your funnels, your targeting, your ads, and the other shit that doesn't matter.

3871
02:55:27.600 --> 02:55:28.600
Right.

3872
02:55:28.600 --> 02:55:30.600
But instead, what they want is you sell Maui.

3873
02:55:30.600 --> 02:55:31.600
Final destination.

3874
02:55:31.600 --> 02:55:36.600
And you always sell the same thing because the difference is only the level of service and how they want to get there.

3875
02:55:36.600 --> 02:55:37.600
Right.

3876
02:55:37.600 --> 02:55:38.600
If you have multiple levels of service.

3877
02:55:38.600 --> 02:55:40.600
So do they want to swim to Maui to where they're trying to go?

3878
02:55:40.600 --> 02:55:41.600
They're sharks.

3879
02:55:41.600 --> 02:55:43.600
And you can drown or get robbed.

3880
02:55:43.600 --> 02:55:44.600
Right.

3881
02:55:44.600 --> 02:55:45.600
Like this chick.

3882
02:55:45.600 --> 02:55:46.600
Crazy.

3883
02:55:46.600 --> 02:55:47.600
Do they want to take a boat to Maui?

3884
02:55:47.600 --> 02:55:48.600
It'll take a little longer.

3885
02:55:48.600 --> 02:55:52.600
There's no shark attacks, but there's still no Wi-Fi and you're kind of in the sun.

3886
02:55:52.600 --> 02:55:54.600
Do you want to take a normal flight to Maui?

3887
02:55:54.600 --> 02:55:55.600
Get there a little faster.

3888
02:55:55.600 --> 02:55:58.600
Still smells bad, has security, bad food, but you're going to get there.

3889
02:55:58.600 --> 02:56:00.600
Or do you want to take a private jet to Maui?

3890
02:56:00.600 --> 02:56:03.600
Direct, non-stop, champagne in the plane suitcases packed when you arrive.

3891
02:56:03.600 --> 02:56:04.600
Right.

3892
02:56:04.600 --> 02:56:06.600
And so that's the selling piece.

3893
02:56:06.600 --> 02:56:08.600
E is explaining where they're concerns.

3894
02:56:08.600 --> 02:56:11.600
And so these are the questions that sound like.

3895
02:56:11.600 --> 02:56:16.600
So there's, I'm sure Mike has already taught you a lot of the the obstacle overcome concepts.

3896
02:56:16.600 --> 02:56:17.600
Right.

3897
02:56:17.600 --> 02:56:19.600
So fundamentally, there's three big ones.

3898
02:56:19.600 --> 02:56:20.600
Right.

3899
02:56:20.600 --> 02:56:21.600
Price.

3900
02:56:21.600 --> 02:56:26.600
And rather than teach you like the drilling of the obstacles, I told you there's two things you need to memorize.

3901
02:56:26.600 --> 02:56:27.600
One of them are the stories.

3902
02:56:27.600 --> 02:56:29.600
The second or the obstacle overcomes.

3903
02:56:29.600 --> 02:56:30.600
Right.

3904
02:56:30.600 --> 02:56:31.600
Because those are the things that you're in the red zone.

3905
02:56:31.600 --> 02:56:34.600
Like that's not where you start thinking about what you're going to set.

3906
02:56:34.600 --> 02:56:35.600
Right.

3907
02:56:35.600 --> 02:56:40.600
So the two things that you need to memorize as a salesperson are the stories about what you sell.

3908
02:56:40.600 --> 02:56:44.600
And the obstacles that you're going to encounter when you're in the red zone.

3909
02:56:44.600 --> 02:56:49.600
The questions on the front end, you need to know the milestones you need to hit in order to move forward.

3910
02:56:49.600 --> 02:56:51.600
And this is one of the big mistakes.

3911
02:56:51.600 --> 02:56:54.600
I'm sure Mike talks about a lot, which is you need to sit in the pain.

3912
02:56:54.600 --> 02:56:59.600
If someone does not clarify why they need a solution, you do not ask for the sale.

3913
02:56:59.600 --> 02:57:03.600
If they're if we just say, hey, you know, what what brought you here today?

3914
02:57:03.600 --> 02:57:05.600
I just want to find out more information.

3915
02:57:05.600 --> 02:57:06.600
Okay, cool.

3916
02:57:06.600 --> 02:57:08.600
So, you know, let me tell you about the program.

3917
02:57:08.600 --> 02:57:10.600
Like that's not we didn't get the fucking like we don't know why they're there.

3918
02:57:10.600 --> 02:57:12.600
We don't know what their goals are.

3919
02:57:12.600 --> 02:57:16.600
Like one of the things drives me nuts about my team sometimes is I'm like, dude, we're eight minutes in the conversation.

3920
02:57:16.600 --> 02:57:17.600
I was like, I don't know how many clients they have.

3921
02:57:17.600 --> 02:57:18.600
I don't know what the revenue is.

3922
02:57:18.600 --> 02:57:19.600
I don't know what the profit is.

3923
02:57:19.600 --> 02:57:21.600
I don't know what their biggest pain and struggle was right now.

3924
02:57:21.600 --> 02:57:22.600
I'm like, what are you doing?

3925
02:57:22.600 --> 02:57:24.600
I'm like, you just told them.

3926
02:57:24.600 --> 02:57:25.600
They're like, oh, Jim.

3927
02:57:25.600 --> 02:57:26.600
A hundred million dollar company.

3928
02:57:26.600 --> 02:57:28.600
I'm like, they don't give a shit.

3929
02:57:28.600 --> 02:57:29.600
But they do.

3930
02:57:29.600 --> 02:57:30.600
My sales guys, because they get there.

3931
02:57:30.600 --> 02:57:31.600
You guys puffed up.

3932
02:57:31.600 --> 02:57:32.600
Right.

3933
02:57:32.600 --> 02:57:33.600
But it has nothing to do with the prospect.

3934
02:57:33.600 --> 02:57:34.600
They do not care.

3935
02:57:34.600 --> 02:57:35.600
Right. They only care about them.

3936
02:57:35.600 --> 02:57:36.600
So.

3937
02:57:36.600 --> 02:57:37.600
Right.

3938
02:57:37.600 --> 02:57:38.600
Yeah.

3939
02:57:38.600 --> 02:57:40.600
That's the issue.

3940
02:57:40.600 --> 02:57:42.600
Right. Everyone talks way too much about the product.

3941
02:57:43.600 --> 02:57:47.600
And so when you're trading salespeople, you don't train them on the product.

3942
02:57:47.600 --> 02:57:51.600
You train them on the prospect.

3943
02:57:51.600 --> 02:57:52.600
The product doesn't matter.

3944
02:57:52.600 --> 02:57:53.600
I mean, it matters.

3945
02:57:53.600 --> 02:57:56.600
Obviously from like how you're going to make money because you have to do a good job,

3946
02:57:56.600 --> 02:57:57.600
because I'm going to get that in the second point.

3947
02:57:57.600 --> 02:58:01.600
But in terms of when you are selling and training someone.

3948
02:58:01.600 --> 02:58:04.600
If you guys know someone or know a specific,

3949
02:58:04.600 --> 02:58:06.600
literally well, then you will know their pains.

3950
02:58:06.600 --> 02:58:10.600
And if you have a new salesperson, you hear them say shit and you're like,

3951
02:58:10.600 --> 02:58:11.600
that's not what he thinks.

3952
02:58:11.600 --> 02:58:12.600
What is he doing?

3953
02:58:12.600 --> 02:58:13.600
He might know the product perfectly.

3954
02:58:13.600 --> 02:58:16.600
But he just said that the guy's problem was not the problem.

3955
02:58:16.600 --> 02:58:19.600
And so then it doesn't matter what the product is because he doesn't feel like it's for him.

3956
02:58:19.600 --> 02:58:20.600
Even though it's totally for him.

3957
02:58:20.600 --> 02:58:23.600
But you just miss articulated the problem.

3958
02:58:23.600 --> 02:58:25.600
That's where the clarity has to happen.

3959
02:58:25.600 --> 02:58:27.600
If you nail that, the rest of the pitch is easy.

3960
02:58:27.600 --> 02:58:28.600
All right.

3961
02:58:28.600 --> 02:58:32.600
And so the key here is relying on past agreements that have already been made.

3962
02:58:32.600 --> 02:58:36.600
So this person with their partner with their spouse with their best, you know,

3963
02:58:36.600 --> 02:58:40.600
whatever has that person knows that there's a problem.

3964
02:58:40.600 --> 02:58:42.600
And they also don't approve of that problem.

3965
02:58:42.600 --> 02:58:47.600
And so why would they be in any way against remedying a problem that they already don't approve of?

3966
02:58:47.600 --> 02:58:48.600
Right.

3967
02:58:48.600 --> 02:58:49.600
And then finally, we always tack on.

3968
02:58:49.600 --> 02:58:51.600
Sometimes it's better asked for forgiveness than permission, right?

3969
02:58:51.600 --> 02:58:52.600
Ha, ha, ha.

3970
02:58:52.600 --> 02:58:53.600
Depends on the tickets now.

3971
02:58:53.600 --> 02:58:54.600
Right.

3972
02:58:54.600 --> 02:58:55.600
But you can get those in.

3973
02:58:55.600 --> 02:58:56.600
Right.

3974
02:58:56.600 --> 02:58:59.600
And then obviously last, last case here is you just do a delayed close and say,

3975
02:58:59.600 --> 02:59:00.600
let's get your card down.

3976
02:59:00.600 --> 02:59:01.600
We could put it down payment.

3977
02:59:01.600 --> 02:59:02.600
We could pay the rest on Friday.

3978
02:59:02.600 --> 02:59:05.600
And if between now and then, you know, your partner comes back and says,

3979
02:59:05.600 --> 02:59:06.600
no, man, I want to be poor.

3980
02:59:06.600 --> 02:59:07.600
I want to keep struggling.

3981
02:59:07.600 --> 02:59:11.600
And like, I want to never make money and like continue to do this for the rest of our lives.

3982
02:59:11.600 --> 02:59:13.600
And I'll absolutely tear up the contract.

3983
02:59:13.600 --> 02:59:14.600
Don't worry about it.

3984
02:59:14.600 --> 02:59:15.600
Right.

3985
02:59:15.600 --> 02:59:17.600
Finally, you've got stalls.

3986
02:59:17.600 --> 02:59:18.600
Right.

3987
02:59:18.600 --> 02:59:19.600
I need to think about it.

3988
02:59:19.600 --> 02:59:22.600
So these are because people don't.

3989
02:59:22.600 --> 02:59:24.600
People are afraid of making mistakes.

3990
02:59:24.600 --> 02:59:25.600
Right.

3991
02:59:25.600 --> 02:59:27.600
People are afraid of making mistakes.

3992
02:59:27.600 --> 02:59:30.600
And because of that, they don't like making decisions.

3993
02:59:30.600 --> 02:59:33.600
Because it's easier to let life make the decision for you.

3994
02:59:33.600 --> 02:59:35.600
And so they like doing it that way.

3995
02:59:35.600 --> 02:59:37.600
Because then they feel like it's not their fault.

3996
02:59:37.600 --> 02:59:38.600
Right.

3997
02:59:38.600 --> 02:59:42.600
And so, I mean, a great obstacle for this is what's your main concern,

3998
02:59:42.600 --> 02:59:44.600
which is usually my number one thing I go to when someone's like,

3999
02:59:44.600 --> 02:59:45.600
I'm going to think about it.

4000
02:59:45.600 --> 02:59:46.600
It's like totally what you're making concern.

4001
02:59:46.600 --> 02:59:47.600
Right.

4002
02:59:47.600 --> 02:59:48.600
Let's think about it together.

4003
02:59:48.600 --> 02:59:49.600
Right.

4004
02:59:49.600 --> 02:59:52.600
And so fundamentally, these are the things that they need to know.

4005
02:59:52.600 --> 02:59:55.600
Do you feel like what we're doing can meet your needs and solve the problem?

4006
02:59:55.600 --> 02:59:56.600
Yes or no?

4007
02:59:56.600 --> 02:59:57.600
Yes.

4008
02:59:57.600 --> 02:59:59.600
Do you want to work with us as a company?

4009
02:59:59.600 --> 03:00:00.600
Do you like our values?

4010
03:00:00.600 --> 03:00:01.600
Do you like what we stand for?

4011
03:00:01.600 --> 03:00:03.600
Do you believe what we believe about the world?

4012
03:00:03.600 --> 03:00:04.600
Yes.

4013
03:00:04.600 --> 03:00:07.600
Do you have access to funds or know someone who does?

4014
03:00:07.600 --> 03:00:08.600
Yes.

4015
03:00:08.600 --> 03:00:09.600
Well, then let's rock and roll.

4016
03:00:09.600 --> 03:00:12.600
Because those are the only things we know to make the decision.

4017
03:00:12.600 --> 03:00:13.600
Right.

4018
03:00:13.600 --> 03:00:14.600
Do you like the product?

4019
03:00:14.600 --> 03:00:15.600
Do you like us?

4020
03:00:15.600 --> 03:00:16.600
And do you have the money to do it?

4021
03:00:16.600 --> 03:00:17.600
That's it.

4022
03:00:17.600 --> 03:00:18.600
Simple as that.

4023
03:00:18.600 --> 03:00:19.600
Right.

4024
03:00:19.600 --> 03:00:22.600
And so when we walk through those, if you encounter these situations,

4025
03:00:22.600 --> 03:00:25.600
obviously, there's, you know, if you're going to do it now sooner or later,

4026
03:00:25.600 --> 03:00:27.600
you might as well, like, there's plenty of things to say.

4027
03:00:27.600 --> 03:00:32.600
But I think it's more important to understand the theory behind why someone has this objection.

4028
03:00:32.600 --> 03:00:33.600
Right.

4029
03:00:33.600 --> 03:00:36.600
They have an objection around price because they don't see the value because you didn't articulate it.

4030
03:00:36.600 --> 03:00:38.600
They have an objection around decision maker.

4031
03:00:38.600 --> 03:00:40.600
Usually because you fuck something up earlier in the sale.

4032
03:00:40.600 --> 03:00:41.600
But at this point, you're in the red zone.

4033
03:00:41.600 --> 03:00:42.600
So you got to deal with it.

4034
03:00:42.600 --> 03:00:44.600
So you rely on past agreements.

4035
03:00:44.600 --> 03:00:48.600
If they come with a stall, then you help them confront a decision and make a logical choice.

4036
03:00:48.600 --> 03:00:51.600
And teach them how to make a decision that in that moment,

4037
03:00:51.600 --> 03:00:54.600
you're like, what are you most afraid of happening?

4038
03:00:54.600 --> 03:00:57.600
I'm afraid you just, you're afraid of me taking the money, right?

4039
03:00:57.600 --> 03:00:59.600
Just taking your money and you're getting nothing right again.

4040
03:00:59.600 --> 03:01:01.600
Well, let me tell you how that's not going to happen.

4041
03:01:01.600 --> 03:01:02.600
Right.

4042
03:01:02.600 --> 03:01:03.600
You can bring their concerns.

4043
03:01:03.600 --> 03:01:04.600
All right.

4044
03:01:04.600 --> 03:01:05.600
And then finally, they say, yes.

4045
03:01:05.600 --> 03:01:06.600
And you're like, awesome.

4046
03:01:06.600 --> 03:01:09.600
And this is where if you're selling for someone else, get them to send a personalized video.

4047
03:01:09.600 --> 03:01:11.600
Like, hey, Johnny saw you just signed up with us today.

4048
03:01:11.600 --> 03:01:13.600
Super pumped to have you.

4049
03:01:13.600 --> 03:01:14.600
You're going to be meeting with Heather tomorrow.

4050
03:01:14.600 --> 03:01:16.600
Should you get you kicked off?

4051
03:01:16.600 --> 03:01:18.600
You should in the mail get a special gift.

4052
03:01:18.600 --> 03:01:19.600
So keep a lookout for that.

4053
03:01:19.600 --> 03:01:21.600
And then send a handwritten card.

4054
03:01:21.600 --> 03:01:23.600
If someone just bought a really expensive thing,

4055
03:01:23.600 --> 03:01:26.600
people are making their decision about whether they believe in you as a company

4056
03:01:26.600 --> 03:01:29.600
within the first 48 hours after the sale.

4057
03:01:29.600 --> 03:01:32.600
They make a decision of whether or not they're going to be with you in the long term.

4058
03:01:32.600 --> 03:01:36.600
And how they're treated in the first 48 hours after they give you money.

4059
03:01:36.600 --> 03:01:37.600
So it's critical.

4060
03:01:37.600 --> 03:01:41.600
And it's usually in that point that people fuck up and just ignore them.

4061
03:01:41.600 --> 03:01:42.600
Framework two.

4062
03:01:42.600 --> 03:01:43.600
And you know, Mike, I can stop.

4063
03:01:43.600 --> 03:01:44.600
I'll just do framework two.

4064
03:01:44.600 --> 03:01:47.600
And then we can do the Q&A because if I don't have time to scale the sales,

4065
03:01:47.600 --> 03:01:49.600
it seems I can handle the points later.

4066
03:01:49.600 --> 03:01:50.600
Okay.

4067
03:01:50.600 --> 03:01:53.600
So this is a big one for everyone who is who's newer to sales.

4068
03:01:53.600 --> 03:01:54.600
All right.

4069
03:01:54.600 --> 03:01:56.600
If you believe.

4070
03:01:56.600 --> 03:01:59.600
You can outperform the season sales rep by learning control your tone.

4071
03:01:59.600 --> 03:02:00.600
All right.

4072
03:02:00.600 --> 03:02:03.600
And so I reworked all of our scripts into the closure framework.

4073
03:02:03.600 --> 03:02:05.600
And the thing is is immediately some people were crushing it.

4074
03:02:05.600 --> 03:02:06.600
Right.

4075
03:02:06.600 --> 03:02:08.600
Well, others were still not selling shit.

4076
03:02:08.600 --> 03:02:09.600
And I was like, what the fuck? Right.

4077
03:02:09.600 --> 03:02:11.600
So I talked to my friends and they were like, dude,

4078
03:02:11.600 --> 03:02:13.600
you should read this book by Jordan Buffert.

4079
03:02:13.600 --> 03:02:15.600
And the biggest thing that I got from the book was just.

4080
03:02:15.600 --> 03:02:17.600
He was very specific about tonality.

4081
03:02:17.600 --> 03:02:20.600
And that was a big shift for me and just learning.

4082
03:02:20.600 --> 03:02:25.600
To teach how to ask the question, not just asking the question.

4083
03:02:25.600 --> 03:02:26.600
Right.

4084
03:02:26.600 --> 03:02:28.600
And so.

4085
03:02:28.600 --> 03:02:31.600
In the book he talks about having the same issue that I had was scaling sales.

4086
03:02:31.600 --> 03:02:33.600
It's like, I give the script to two guys.

4087
03:02:33.600 --> 03:02:35.600
Some guy crushes some guy doesn't like what the fuck, right.

4088
03:02:35.600 --> 03:02:37.600
And the thing is is there's the hidden dialogue.

4089
03:02:37.600 --> 03:02:40.600
That the sales team does not know that they are talking it.

4090
03:02:40.600 --> 03:02:41.600
Right.

4091
03:02:41.600 --> 03:02:43.600
And so the words are not going to be enough.

4092
03:02:43.600 --> 03:02:44.600
All right.

4093
03:02:44.600 --> 03:02:45.600
They're just literally 10%.

4094
03:02:45.600 --> 03:02:48.600
So the words that you have, it might be the most test description in the world.

4095
03:02:48.600 --> 03:02:50.600
It's still only 10%.

4096
03:02:50.600 --> 03:02:53.600
90% is how you say the words.

4097
03:02:53.600 --> 03:02:54.600
Right.

4098
03:02:54.600 --> 03:02:57.600
Because how you say what you say is tonality.

4099
03:02:57.600 --> 03:03:01.600
Like right now I can give everyone years, you know, Jerry Seinfeld stand up script.

4100
03:03:01.600 --> 03:03:02.600
You could read it.

4101
03:03:02.600 --> 03:03:03.600
It wouldn't be funny.

4102
03:03:03.600 --> 03:03:04.600
Right.

4103
03:03:04.600 --> 03:03:06.600
Because it's not just that you had the script.

4104
03:03:06.600 --> 03:03:07.600
It's how you deliver it.

4105
03:03:07.600 --> 03:03:08.600
Right.

4106
03:03:08.600 --> 03:03:09.600
And that takes time to develop.

4107
03:03:09.600 --> 03:03:10.600
Right.

4108
03:03:10.600 --> 03:03:11.600
And that's kind of unconscious mastery.

4109
03:03:11.600 --> 03:03:13.600
And so there's two ways to do this.

4110
03:03:13.600 --> 03:03:14.600
All right.

4111
03:03:14.600 --> 03:03:15.600
That I have found.

4112
03:03:15.600 --> 03:03:18.600
You can either trick yourself into it or you can train yourself to do it.

4113
03:03:18.600 --> 03:03:19.600
All right.

4114
03:03:19.600 --> 03:03:23.600
And since we don't have enough time to train on the influence of tonalities,

4115
03:03:23.600 --> 03:03:25.600
here's the trick that I teach.

4116
03:03:25.600 --> 03:03:26.600
All right.

4117
03:03:26.600 --> 03:03:28.600
Conviction will correct your tone.

4118
03:03:28.600 --> 03:03:30.600
Conviction made real.

4119
03:03:30.600 --> 03:03:32.600
So let me tell you this story.

4120
03:03:32.600 --> 03:03:33.600
So I was.

4121
03:03:33.600 --> 03:03:38.600
I was brought in to do a day of consulting with this mortgage leads company to train their sales team.

4122
03:03:39.600 --> 03:03:41.600
And the first half of the day, I reworked the whole script,

4123
03:03:41.600 --> 03:03:44.600
I put the closure framework, made it a question based sale.

4124
03:03:44.600 --> 03:03:47.600
And then I came in and they were expecting me to like rain, you know,

4125
03:03:47.600 --> 03:03:49.600
fire and brimstone of these guys.

4126
03:03:49.600 --> 03:03:51.600
And so I sat down and I was like, who's the guy I have in the struggle with?

4127
03:03:51.600 --> 03:03:52.600
This is the sky.

4128
03:03:52.600 --> 03:03:53.600
John.

4129
03:03:53.600 --> 03:03:54.600
So I was like, John.

4130
03:03:54.600 --> 03:03:55.600
And they were selling the leads.

4131
03:03:55.600 --> 03:03:56.600
I was like, John.

4132
03:03:56.600 --> 03:03:57.600
How good are the leads?

4133
03:03:57.600 --> 03:04:01.600
He was like, well, you know, and I was like, we're good.

4134
03:04:01.600 --> 03:04:02.600
Thanks.

4135
03:04:02.600 --> 03:04:06.600
And I was like, let me show you how you would answer it if you actually believed the leads were good.

4136
03:04:07.600 --> 03:04:09.600
I was like, you'd say, dude, these leads are fucking unbelievable.

4137
03:04:09.600 --> 03:04:11.600
Right now I'm studying for my real estate exam.

4138
03:04:11.600 --> 03:04:12.600
So I can get in on these leads.

4139
03:04:12.600 --> 03:04:15.600
My aunt is realtor and she has more business than she can handle.

4140
03:04:15.600 --> 03:04:16.600
And I'm sending her traffic.

4141
03:04:16.600 --> 03:04:18.600
I'm trying to get my, my, my brother to do with me.

4142
03:04:18.600 --> 03:04:24.600
I'm not sure how long I'm in a worker because these leads are killing it for us, right?

4143
03:04:24.600 --> 03:04:29.600
If you believe in the product, you don't need to have all the sales skills.

4144
03:04:29.600 --> 03:04:32.600
You'll do it the right way because you'll actually want to help the person.

4145
03:04:32.600 --> 03:04:36.600
So that's why the most important part of the sale is the product.

4146
03:04:36.600 --> 03:04:38.600
Because unless you're a malicious person,

4147
03:04:38.600 --> 03:04:43.600
like most people here, it was every year have some level of ethics on some level.

4148
03:04:43.600 --> 03:04:45.600
Like no one here just wants to like take someone's last dollar.

4149
03:04:45.600 --> 03:04:46.600
Right.

4150
03:04:46.600 --> 03:04:51.600
So then the only way to sell hard, because if you're going to close, you've got to sell hard.

4151
03:04:51.600 --> 03:04:54.600
The only way to sell hard is to believe through and through bolster bones.

4152
03:04:54.600 --> 03:04:56.600
When you look here, sell from the mirror at night.

4153
03:04:56.600 --> 03:04:57.600
And this is what I talked about.

4154
03:04:57.600 --> 03:05:00.600
We might say at the very beginning, like what happens when people start hating on you?

4155
03:05:00.600 --> 03:05:03.600
The only way that I made it will stay where we're at in the gym industry.

4156
03:05:03.600 --> 03:05:05.600
It might know the amount of hate that I got.

4157
03:05:05.600 --> 03:05:06.600
Right.

4158
03:05:06.600 --> 03:05:10.600
The only way we've been able to do that is that I read the testimonials.

4159
03:05:10.600 --> 03:05:17.600
The thousand of them that I have of gyms who have gone to six figures of the hundred gyms we've taken to seven figures.

4160
03:05:17.600 --> 03:05:18.600
Right.

4161
03:05:18.600 --> 03:05:21.600
Like I know beyond a shout of a doubt that our product works.

4162
03:05:21.600 --> 03:05:25.600
I also know that if you sign up for a gym, not everyone was his way.

4163
03:05:25.600 --> 03:05:27.600
And I'm willing to deal with that.

4164
03:05:27.600 --> 03:05:31.600
I, I'm willing to give everyone the opportunity to change their life.

4165
03:05:31.600 --> 03:05:34.600
So here's the tactics around this.

4166
03:05:34.600 --> 03:05:38.600
Re-re-testimonials out loud daily in front of your sales team.

4167
03:05:38.600 --> 03:05:39.600
All right.

4168
03:05:39.600 --> 03:05:42.600
And if the business that you're working for doesn't have testimonials, find another business.

4169
03:05:42.600 --> 03:05:43.600
All right.

4170
03:05:43.600 --> 03:05:44.600
I'm serious.

4171
03:05:44.600 --> 03:05:47.600
You're not going to be able to close unless you're like literally unless you're an ethical, you're not going to be able to close.

4172
03:05:47.600 --> 03:05:51.600
So go find something that is a good product because there's plenty of them out there.

4173
03:05:51.600 --> 03:05:52.600
All right.

4174
03:05:52.600 --> 03:05:53.600
Find a good product that you believe in.

4175
03:05:53.600 --> 03:05:58.600
You do see tons of testimonials and then read those every day in front of the team.

4176
03:05:58.600 --> 03:05:59.600
All right.

4177
03:05:59.600 --> 03:06:03.600
Second, well, this is for the business owners, but fix everything you possibly can about the product.

4178
03:06:03.600 --> 03:06:04.600
All right.

4179
03:06:04.600 --> 03:06:06.600
And never blame a customer for lack of success.

4180
03:06:06.600 --> 03:06:11.600
So as much as there are people who have not been successful who've used gym launch.

4181
03:06:11.600 --> 03:06:19.600
I still take the fact that they were not successful and I think what could I have done that would have made the next person like them successful and you plug the whole.

4182
03:06:19.600 --> 03:06:23.600
Right. If you do that over and over and over and over again, you know.

4183
03:06:23.600 --> 03:06:31.600
Truly, at the end of the day, when you look at yourself in the mirror when no one else is watching, whether or not you truly put the effort for it that merits the price that you are charging.

4184
03:06:31.600 --> 03:06:32.600
Right.

4185
03:06:32.600 --> 03:06:33.600
And only you can know that.

4186
03:06:33.600 --> 03:06:40.600
And the thing is it's like the reason salespeople get beat up is because they don't put the work in and then it grates on their soul.

4187
03:06:40.600 --> 03:06:42.600
And then eventually they burn out.

4188
03:06:42.600 --> 03:06:47.600
They burn out not because they can't handle no, but because they can't handle how they feel about themselves.

4189
03:06:47.600 --> 03:06:48.600
Right.

4190
03:06:48.600 --> 03:06:53.600
So you have to put the work in to have the conviction because that's what's going to get you through it.

4191
03:06:53.600 --> 03:06:57.600
If you've ever met someone who's a born again Christian, all right.

4192
03:06:57.600 --> 03:06:58.600
They are convicted.

4193
03:06:58.600 --> 03:07:07.600
They do not care how many people tell them to shove it because they are trying to save people's souls.

4194
03:07:07.600 --> 03:07:09.600
It's real. Like if you let that hit you, it's real.

4195
03:07:09.600 --> 03:07:10.600
You know what I mean.

4196
03:07:10.600 --> 03:07:16.600
You can be a disciple of whatever the product that you have an evangelist in the truest terms.

4197
03:07:16.600 --> 03:07:19.600
Then all the scripting stuff, it won't matter.

4198
03:07:19.600 --> 03:07:23.600
Why are some of the best salespeople, clients who had success because they believe in it.

4199
03:07:23.600 --> 03:07:24.600
That's it.

4200
03:07:24.600 --> 03:07:27.600
And the most convicted person will always win the fight.

4201
03:07:27.600 --> 03:07:28.600
Right.

4202
03:07:28.600 --> 03:07:32.600
They'll always lead the dance because they have conviction in their skepticism.

4203
03:07:32.600 --> 03:07:35.600
You have conviction in your product and one of you is going to win out.

4204
03:07:35.600 --> 03:07:36.600
Right.

4205
03:07:36.600 --> 03:07:39.600
The question is who's belief is stronger because belief isn't binary.

4206
03:07:39.600 --> 03:07:47.600
It's not do I believe or do I not believe it's how much do I believe to what extent do I believe what I bet a thousand dollars on this product or about ten thousand dollars on this product.

4207
03:07:47.600 --> 03:07:50.600
What I sell my mother this product.

4208
03:07:50.600 --> 03:07:51.600
Think about it.

4209
03:07:51.600 --> 03:07:56.600
If you would sell your mother this product, how convicted are you?

4210
03:07:56.600 --> 03:07:57.600
Probably very.

4211
03:07:57.600 --> 03:08:05.600
And you will have no problem closing deals and notice that I have a lower tone right now so that you listen to the words that I'm saying so you think that they're important.

4212
03:08:05.600 --> 03:08:11.600
In terms of the training schedule, 60 minutes a day, five days a week, my guys do world class sales training.

4213
03:08:11.600 --> 03:08:13.600
They text me in the morning before they wake up.

4214
03:08:13.600 --> 03:08:15.600
They text me once they're done.

4215
03:08:15.600 --> 03:08:16.600
They do the first 25 minutes.

4216
03:08:16.600 --> 03:08:18.600
They read the script out loud, five minutes.

4217
03:08:18.600 --> 03:08:19.600
They drill obstacles.

4218
03:08:19.600 --> 03:08:20.600
I need to think about it.

4219
03:08:20.600 --> 03:08:22.600
I need to talk to my partner.

4220
03:08:22.600 --> 03:08:23.600
This is expensive.

4221
03:08:23.600 --> 03:08:24.600
And then they talk.

4222
03:08:24.600 --> 03:08:25.600
They drill the second half.

4223
03:08:25.600 --> 03:08:26.600
Right.

4224
03:08:26.600 --> 03:08:27.600
As a closure, you got to talk.

4225
03:08:27.600 --> 03:08:28.600
You got to listen.

4226
03:08:28.600 --> 03:08:29.600
You got to train both skills.

4227
03:08:29.600 --> 03:08:30.600
Right.

4228
03:08:30.600 --> 03:08:33.600
The talking's the tone and saying the words the right way and the right sequence without having to think about it.

4229
03:08:33.600 --> 03:08:36.600
Listening is going over recording and figure out what went right.

4230
03:08:36.600 --> 03:08:39.600
What went wrong and what we're going to do next time and saying it.

4231
03:08:39.600 --> 03:08:43.600
Drilling it as a team, marking it and moving to the next one.

4232
03:08:43.600 --> 03:08:45.600
That's the short answer.

4233
03:08:45.600 --> 03:08:50.600
We 10x the recurring revenue in one of my portfolio companies by using what we call the diagnostic sale.

4234
03:08:50.600 --> 03:08:55.600
There are seven steps that you can use to follow the script and apply it to your business.

4235
03:08:55.600 --> 03:08:57.600
I crossed $100 million in net worth by age 32.

4236
03:08:57.600 --> 03:09:00.600
I sold my first big company for $46.2 million.

4237
03:09:00.600 --> 03:09:04.600
And the reason we were able to do that is because we know how to grow companies.

4238
03:09:04.600 --> 03:09:09.600
And so now I buy companies at a lower price, I grow them, and then we sell them.

4239
03:09:09.600 --> 03:09:12.600
And so I want to talk to you about one of the companies we just bought.

4240
03:09:12.600 --> 03:09:16.600
We bought them a year and a half ago, I think, or a year ago.

4241
03:09:16.600 --> 03:09:17.600
They had 14 locations.

4242
03:09:17.600 --> 03:09:20.600
So it was a chain of brick and mortar.

4243
03:09:20.600 --> 03:09:23.600
And since then we've gone from 14 to 32 locations.

4244
03:09:23.600 --> 03:09:27.600
And the reason we were able to do that is because we focused on the sales process.

4245
03:09:27.600 --> 03:09:31.600
And the process that I want to walk you through, something that I call the diagnostic sale,

4246
03:09:31.600 --> 03:09:35.600
we're able to 10x the recurring revenue of the business across all the locations.

4247
03:09:35.600 --> 03:09:39.600
So before we get into the nitty gritty of the story, let me just walk you through the steps in the diagnostic process.

4248
03:09:39.600 --> 03:09:46.600
First is we like to have some sort of presale questionnaire, which the purpose of that is to get more information that arms the sales persons they know who they're talking to, what their pains are.

4249
03:09:46.600 --> 03:09:52.600
But from the sales perspective for them, they also increase their awareness of the problem.

4250
03:09:52.600 --> 03:09:55.600
Second is we get their information in their credit card, which is key and I'll explain why later.

4251
03:09:55.600 --> 03:09:58.600
Third is we want to understand what the current situation is.

4252
03:09:58.600 --> 03:09:59.600
Where are you at today?

4253
03:09:59.600 --> 03:10:00.600
Then we have your desired state.

4254
03:10:00.600 --> 03:10:01.600
So what would you like to be at?

4255
03:10:01.600 --> 03:10:03.600
And then what's the obstacle?

4256
03:10:03.600 --> 03:10:04.600
Why aren't you there?

4257
03:10:04.600 --> 03:10:11.600
And then finally, once we have these big three, we present the desired state in our vehicle to overcome the obstacle.

4258
03:10:11.600 --> 03:10:14.600
And we tie our price to the way that we're going to get them there.

4259
03:10:14.600 --> 03:10:16.600
And then finally, we give them an incentive to prepay.

4260
03:10:16.600 --> 03:10:19.600
So here's the five steps that we've followed to actually get this done.

4261
03:10:19.600 --> 03:10:22.600
So number one is that we secret shopped the business.

4262
03:10:22.600 --> 03:10:24.600
So we actually looked into it.

4263
03:10:24.600 --> 03:10:26.600
We went there, by the way, you should secret shop your own business.

4264
03:10:26.600 --> 03:10:27.600
Highly recommend doing it.

4265
03:10:27.600 --> 03:10:29.600
You'll be horrified by what you hear.

4266
03:10:29.600 --> 03:10:31.600
Your sales guy say, you're like, I thought we had a script.

4267
03:10:31.600 --> 03:10:32.600
What are you even doing?

4268
03:10:32.600 --> 03:10:33.600
Number two is from there.

4269
03:10:33.600 --> 03:10:35.600
This is basically information gathering.

4270
03:10:35.600 --> 03:10:36.600
We forgot what the constraint is.

4271
03:10:36.600 --> 03:10:39.600
Okay, where do we think there's big opportunities in the business?

4272
03:10:39.600 --> 03:10:42.600
Now, you should think about yourself as your own business consultant.

4273
03:10:42.600 --> 03:10:45.600
If you could buy your business today and look at your business,

4274
03:10:45.600 --> 03:10:47.600
what would be the no-duff thing that you would do?

4275
03:10:47.600 --> 03:10:50.600
Now, for this particular business, we thought that they had an offer constraint,

4276
03:10:50.600 --> 03:10:52.600
which really came down to packaging.

4277
03:10:52.600 --> 03:10:54.600
We had offer slash packaging.

4278
03:10:54.600 --> 03:10:57.600
Because fundamentally, we're not going to change the core of the business.

4279
03:10:57.600 --> 03:11:01.600
We're not going to all of a sudden start selling soap when you sell HVAC.

4280
03:11:01.600 --> 03:11:03.600
Like, is that's not going to happen, right?

4281
03:11:03.600 --> 03:11:06.600
So the core of the business can remain unchanged.

4282
03:11:06.600 --> 03:11:09.600
It's how we're going to package the services we deliver

4283
03:11:09.600 --> 03:11:11.600
or that the services we sell to,

4284
03:11:11.600 --> 03:11:14.600
because how are we going to get them to perceive what we're selling?

4285
03:11:14.600 --> 03:11:15.600
We gathered the data.

4286
03:11:15.600 --> 03:11:17.600
We figured out the constraint was that they should get way more rebookings,

4287
03:11:17.600 --> 03:11:19.600
which I thought was an offer and packaging issue,

4288
03:11:19.600 --> 03:11:21.600
which is we need to sell the solution, sell the goal.

4289
03:11:21.600 --> 03:11:24.600
And so number four is, okay, if we assume that we're going to make this new transition

4290
03:11:24.600 --> 03:11:28.600
to this new offer, new packaging, we have to anticipate,

4291
03:11:28.600 --> 03:11:32.600
so you can, we call it killing zombies, which is one way of putting it.

4292
03:11:32.600 --> 03:11:37.600
You anticipate the obstacles or objections that people are going to throw at you ahead of time.

4293
03:11:37.600 --> 03:11:40.600
Write this in neon marker above your sales team,

4294
03:11:40.600 --> 03:11:44.600
which is it's way harder to get someone to buy after you presented the price.

4295
03:11:44.600 --> 03:11:46.600
Because now, they're like, he's trying to sell me.

4296
03:11:46.600 --> 03:11:50.600
So we have to counter that before we become salespeople in their minds.

4297
03:11:50.600 --> 03:11:53.600
We are a trusted expert ideally for a positioned well.

4298
03:11:53.600 --> 03:11:55.600
And you should be that way if you know what you're talking about.

4299
03:11:55.600 --> 03:11:58.600
And I like to use the frame of childlike curiosity.

4300
03:11:58.600 --> 03:11:59.600
I always tilt my head.

4301
03:11:59.600 --> 03:12:01.600
I probably even did it subconsciously just now.

4302
03:12:01.600 --> 03:12:04.600
You tell your head when you ask the question because it's nonthreatening.

4303
03:12:04.600 --> 03:12:06.600
You're like, huh, that's weird.

4304
03:12:06.600 --> 03:12:07.600
What changed between then and now?

4305
03:12:07.600 --> 03:12:08.600
Just so I understand.

4306
03:12:08.600 --> 03:12:13.600
Then they can tell you rather than be like, you said that your husband says he supports you.

4307
03:12:13.600 --> 03:12:14.600
He supports you.

4308
03:12:14.600 --> 03:12:16.600
You can't say that now you have to buy.

4309
03:12:16.600 --> 03:12:17.600
It doesn't work that way.

4310
03:12:17.600 --> 03:12:19.600
If you win the argument in a sale, you lose the sale.

4311
03:12:19.600 --> 03:12:24.600
The only way that you win the sale is being willing to lose being right.

4312
03:12:24.600 --> 03:12:26.600
And so the fifth step, and this is the ongoing step,

4313
03:12:26.600 --> 03:12:28.600
is that you implement the diagnostic sales process.

4314
03:12:28.600 --> 03:12:29.600
So it's implementation.

4315
03:12:29.600 --> 03:12:31.600
So now that I just outlined the five steps,

4316
03:12:31.600 --> 03:12:35.600
let me deep dive into the implementation of the actual business and how he did this.

4317
03:12:35.600 --> 03:12:37.600
With this particular business, when we bought them,

4318
03:12:37.600 --> 03:12:40.600
I spent four hours with our director of sales

4319
03:12:40.600 --> 03:12:43.600
and we outlined the new sales process we wanted to implement.

4320
03:12:43.600 --> 03:12:46.600
And as soon as we implemented that sales process,

4321
03:12:46.600 --> 03:12:49.600
we forexed LTV progression,

4322
03:12:49.600 --> 03:12:53.600
meaning how much people paid us and went from 200 to 800.

4323
03:12:53.600 --> 03:12:55.600
So really big jump.

4324
03:12:55.600 --> 03:12:59.600
And the crazy thing about this is that we didn't change what we delivered.

4325
03:12:59.600 --> 03:13:01.600
We only changed how we presented it.

4326
03:13:01.600 --> 03:13:04.600
And so this is the key of how we create value,

4327
03:13:04.600 --> 03:13:06.600
how we scale companies, how we grow companies.

4328
03:13:06.600 --> 03:13:09.600
And many companies keep these things as secrets,

4329
03:13:09.600 --> 03:13:11.600
as their special sauce.

4330
03:13:11.600 --> 03:13:14.600
And I just fundamentally believe that the more we put out,

4331
03:13:14.600 --> 03:13:15.600
the more we get back.

4332
03:13:15.600 --> 03:13:16.600
And so that's why I operate this way.

4333
03:13:16.600 --> 03:13:17.600
All right.

4334
03:13:17.600 --> 03:13:18.600
So I will hold nothing back.

4335
03:13:18.600 --> 03:13:20.600
And this is something that I call the diagnostic sales process.

4336
03:13:20.600 --> 03:13:22.600
Now, to be very clear,

4337
03:13:22.600 --> 03:13:25.600
the diagnostic sales process is one of two different sales,

4338
03:13:25.600 --> 03:13:27.600
or maybe three different sales processes,

4339
03:13:27.600 --> 03:13:29.600
big picture that you can have in a business.

4340
03:13:29.600 --> 03:13:35.600
One is a transactional sale, all the way on this extreme.

4341
03:13:35.600 --> 03:13:38.600
So on one side, you've got transactional sales.

4342
03:13:38.600 --> 03:13:41.600
And on this side, you've got enterprise sales,

4343
03:13:41.600 --> 03:13:44.600
which is like relational sales.

4344
03:13:44.600 --> 03:13:47.600
Like if you think you're selling some big Fortune 500 company,

4345
03:13:47.600 --> 03:13:50.600
you have to get stakeholders involved, get budget approval,

4346
03:13:50.600 --> 03:13:51.600
there's all that stuff.

4347
03:13:51.600 --> 03:13:52.600
And on transactional side,

4348
03:13:52.600 --> 03:13:54.600
you've got like high velocity sales,

4349
03:13:54.600 --> 03:13:56.600
we're talking 20, 30 minute sales,

4350
03:13:56.600 --> 03:13:57.600
a guy who stands in for the car wash,

4351
03:13:57.600 --> 03:13:59.600
sells car wash, somebody sells gym membership,

4352
03:13:59.600 --> 03:14:00.600
transactional.

4353
03:14:00.600 --> 03:14:02.600
And then you've kind of got like this middle,

4354
03:14:02.600 --> 03:14:04.600
where you might sell something that's a little bit higher ticket,

4355
03:14:04.600 --> 03:14:06.600
but it's a little bit more custom, all right?

4356
03:14:06.600 --> 03:14:09.600
Now, what we did was I took their sale from here,

4357
03:14:09.600 --> 03:14:11.600
a purely transactional sale,

4358
03:14:11.600 --> 03:14:13.600
and moved it towards custom, all right?

4359
03:14:13.600 --> 03:14:15.600
Now, in a transactional sale,

4360
03:14:15.600 --> 03:14:18.600
you typically fit the customer to the product.

4361
03:14:18.600 --> 03:14:21.600
And so let's say that I sell pets, all right?

4362
03:14:21.600 --> 03:14:22.600
So I sell pets.

4363
03:14:22.600 --> 03:14:24.600
If somebody comes in,

4364
03:14:24.600 --> 03:14:28.600
I'm going to basically spend all my effort listening to what they say they want,

4365
03:14:28.600 --> 03:14:31.600
and then telling them how this pen fits their needs.

4366
03:14:32.600 --> 03:14:34.600
Or I have to basically say your needs are wrong,

4367
03:14:34.600 --> 03:14:35.600
let me educate you more,

4368
03:14:35.600 --> 03:14:37.600
and this actually solves all your problems, right?

4369
03:14:37.600 --> 03:14:40.600
And so those are pretty much the only two approaches you can take

4370
03:14:40.600 --> 03:14:41.600
in a transactional sale.

4371
03:14:41.600 --> 03:14:44.600
Now, the advantages of having this type of sale

4372
03:14:44.600 --> 03:14:45.600
is that it's really fast,

4373
03:14:45.600 --> 03:14:47.600
they tend to be lower ticket in general,

4374
03:14:47.600 --> 03:14:50.600
and from an operational perspective in the business,

4375
03:14:50.600 --> 03:14:52.600
you don't need to personalize anything.

4376
03:14:52.600 --> 03:14:55.600
And so you get the sales team and the sales process

4377
03:14:55.600 --> 03:14:58.600
to basically orient everyone like a funnel down to one solution,

4378
03:14:58.600 --> 03:15:00.600
and then you just make a ton of these solutions

4379
03:15:00.600 --> 03:15:02.600
and you get lots of efficiencies

4380
03:15:02.600 --> 03:15:04.600
because you only have to produce one thing.

4381
03:15:04.600 --> 03:15:06.600
This, the custom sale,

4382
03:15:06.600 --> 03:15:07.600
is a harder sale,

4383
03:15:07.600 --> 03:15:09.600
sorry, easier sale to do,

4384
03:15:09.600 --> 03:15:11.600
but harder on the operational side.

4385
03:15:11.600 --> 03:15:16.600
And so the magic happens when you can actually bridge the product component

4386
03:15:16.600 --> 03:15:18.600
of transactional,

4387
03:15:18.600 --> 03:15:19.600
which you say,

4388
03:15:19.600 --> 03:15:21.600
okay, we only sell these types of widgets.

4389
03:15:21.600 --> 03:15:23.600
This is the only thing we deliver.

4390
03:15:23.600 --> 03:15:28.600
But I can do it in a way that feels custom, feels personalized.

4391
03:15:28.600 --> 03:15:30.600
All right, so I'm going to give you two examples,

4392
03:15:30.600 --> 03:15:31.600
and I'll explain this one in a second,

4393
03:15:31.600 --> 03:15:32.600
this chart that I have here,

4394
03:15:32.600 --> 03:15:35.600
which if you could take your recurring revenue from that to that,

4395
03:15:35.600 --> 03:15:37.600
just by changing how you sell,

4396
03:15:37.600 --> 03:15:38.600
if you'd want to do that, hang tight,

4397
03:15:38.600 --> 03:15:40.600
we're going to break that into the process.

4398
03:15:40.600 --> 03:15:42.600
So if I had,

4399
03:15:42.600 --> 03:15:43.600
because I did this in the gym,

4400
03:15:43.600 --> 03:15:44.600
in the gym world too,

4401
03:15:44.600 --> 03:15:47.600
which is part of why our gyms make more money.

4402
03:15:47.600 --> 03:15:50.600
So a traditional sale looks something like this.

4403
03:15:50.600 --> 03:15:52.600
Someone comes in,

4404
03:15:52.600 --> 03:15:54.600
so this is traditional,

4405
03:15:54.600 --> 03:15:55.600
and you say,

4406
03:15:55.600 --> 03:15:56.600
we have a membership that's, you know,

4407
03:15:56.600 --> 03:15:58.600
whatever, $99 per month, all right?

4408
03:15:58.600 --> 03:15:59.600
That's your membership.

4409
03:15:59.600 --> 03:16:02.600
And you say our membership has this, this, this, this,

4410
03:16:02.600 --> 03:16:03.600
and this,

4411
03:16:03.600 --> 03:16:05.600
and you want that, right?

4412
03:16:05.600 --> 03:16:07.600
Because it's going to help you accomplish all your dreams.

4413
03:16:07.600 --> 03:16:08.600
Okay.

4414
03:16:08.600 --> 03:16:10.600
Sometimes you get people, sometimes you don't.

4415
03:16:10.600 --> 03:16:12.600
But what I do,

4416
03:16:12.600 --> 03:16:15.600
we do something called a diagnostic.

4417
03:16:15.600 --> 03:16:19.600
And so the first thing is that when the person walks in the door,

4418
03:16:19.600 --> 03:16:23.600
we get them to fill out a pre-sale questionnaire.

4419
03:16:23.600 --> 03:16:26.600
And so that's like an application in a digital process,

4420
03:16:26.600 --> 03:16:27.600
but an in-person process,

4421
03:16:27.600 --> 03:16:28.600
it follows the same logic,

4422
03:16:28.600 --> 03:16:29.600
which by the way,

4423
03:16:29.600 --> 03:16:31.600
internet businesses follow local businesses,

4424
03:16:31.600 --> 03:16:33.600
local businesses can also model internet businesses.

4425
03:16:33.600 --> 03:16:35.600
When you find out something works in one place,

4426
03:16:35.600 --> 03:16:37.600
which I think has been one of the big advantages I've had in business,

4427
03:16:37.600 --> 03:16:39.600
is I try and put it in a completely different place

4428
03:16:39.600 --> 03:16:40.600
and it often works too,

4429
03:16:40.600 --> 03:16:41.600
if you understand the concept.

4430
03:16:41.600 --> 03:16:43.600
And so we fill out a pre-sale questionnaire.

4431
03:16:43.600 --> 03:16:44.600
Now the pre-sale questionnaire

4432
03:16:44.600 --> 03:16:47.600
simply walks them through all the reasons they walked in today.

4433
03:16:47.600 --> 03:16:50.600
And it asks them the same question in multiple different ways.

4434
03:16:50.600 --> 03:16:51.600
So it's like,

4435
03:16:51.600 --> 03:16:53.600
hey, like what brought you in today?

4436
03:16:53.600 --> 03:16:55.600
What's the problem you're dealing with?

4437
03:16:55.600 --> 03:16:56.600
How long have you been dealing with it?

4438
03:16:56.600 --> 03:17:00.600
If you had to quantify how much this has cost you financially,

4439
03:17:00.600 --> 03:17:01.600
what would it be?

4440
03:17:01.600 --> 03:17:03.600
If it continued for five years,

4441
03:17:03.600 --> 03:17:05.600
how much worse would the situation be?

4442
03:17:05.600 --> 03:17:07.600
And so the whole point is we're trying to agitate team.

4443
03:17:07.600 --> 03:17:09.600
We're trying to bring attention to this problem

4444
03:17:09.600 --> 03:17:10.600
and elevate its importance.

4445
03:17:10.600 --> 03:17:12.600
So that's what the pre-sale questionnaire does.

4446
03:17:12.600 --> 03:17:13.600
Now,

4447
03:17:13.600 --> 03:17:15.600
the second thing is we get info.

4448
03:17:15.600 --> 03:17:16.600
And this is very key.

4449
03:17:16.600 --> 03:17:17.600
So when someone comes in after that,

4450
03:17:17.600 --> 03:17:18.600
we say, hey,

4451
03:17:18.600 --> 03:17:20.600
I want to set up your account profile.

4452
03:17:20.600 --> 03:17:21.600
And so when you do that,

4453
03:17:21.600 --> 03:17:22.600
you collect their information.

4454
03:17:22.600 --> 03:17:24.600
And this is the key part.

4455
03:17:24.600 --> 03:17:25.600
You get their credit card.

4456
03:17:25.600 --> 03:17:27.600
Now you're like, wait a second.

4457
03:17:27.600 --> 03:17:28.600
I'm getting credit card,

4458
03:17:28.600 --> 03:17:29.600
but I haven't sold anything.

4459
03:17:29.600 --> 03:17:30.600
Exactly.

4460
03:17:30.600 --> 03:17:32.600
And you do that so that when you do sell something later,

4461
03:17:32.600 --> 03:17:34.600
you don't have to ask for it.

4462
03:17:34.600 --> 03:17:35.600
Now,

4463
03:17:35.600 --> 03:17:36.600
you get the pre-sale.

4464
03:17:36.600 --> 03:17:37.600
They're like, wow,

4465
03:17:37.600 --> 03:17:38.600
I really do need this thing.

4466
03:17:38.600 --> 03:17:39.600
You say, hey,

4467
03:17:39.600 --> 03:17:40.600
let me complete your customer profile.

4468
03:17:40.600 --> 03:17:41.600
Just standard procedure.

4469
03:17:41.600 --> 03:17:42.600
No big deal. All right.

4470
03:17:42.600 --> 03:17:43.600
Then you get their info.

4471
03:17:43.600 --> 03:17:44.600
Now if they're like, well,

4472
03:17:44.600 --> 03:17:45.600
I don't want to give you my credit card,

4473
03:17:45.600 --> 03:17:46.600
you're just like,

4474
03:17:46.600 --> 03:17:47.600
it's just how the system works.

4475
03:17:47.600 --> 03:17:48.600
It's how we complete profiles.

4476
03:17:48.600 --> 03:17:49.600
And then they'll give it to you.

4477
03:17:49.600 --> 03:17:50.600
All right.

4478
03:17:50.600 --> 03:17:52.600
So from there,

4479
03:17:52.600 --> 03:17:53.600
this is the,

4480
03:17:53.600 --> 03:17:54.600
this is where the special,

4481
03:17:54.600 --> 03:17:56.600
the special magic that's unique

4482
03:17:56.600 --> 03:17:58.600
to each individual business happens.

4483
03:17:58.600 --> 03:17:59.600
So in the weight loss business,

4484
03:17:59.600 --> 03:18:01.600
I want to understand where their goal at.

4485
03:18:01.600 --> 03:18:02.600
So we say,

4486
03:18:02.600 --> 03:18:03.600
what's current?

4487
03:18:06.600 --> 03:18:07.600
And then four,

4488
03:18:07.600 --> 03:18:08.600
what's desired?

4489
03:18:10.600 --> 03:18:12.600
Where are you now?

4490
03:18:12.600 --> 03:18:13.600
Where would you like to be?

4491
03:18:13.600 --> 03:18:14.600
And then this one,

4492
03:18:14.600 --> 03:18:15.600
you ask them.

4493
03:18:16.600 --> 03:18:17.600
So what's the obstacle?

4494
03:18:19.600 --> 03:18:21.600
What's in between these two things?

4495
03:18:21.600 --> 03:18:22.600
Is the obstacle, right?

4496
03:18:22.600 --> 03:18:23.600
Current.

4497
03:18:23.600 --> 03:18:24.600
I've got an obstacle.

4498
03:18:24.600 --> 03:18:25.600
Getting the way I might desired.

4499
03:18:25.600 --> 03:18:27.600
That's all we're asking in the process.

4500
03:18:27.600 --> 03:18:28.600
Now in weight loss,

4501
03:18:28.600 --> 03:18:30.600
and in most businesses,

4502
03:18:30.600 --> 03:18:33.600
the thing the person thinks is in the way,

4503
03:18:33.600 --> 03:18:35.600
is often not the real thing in the way.

4504
03:18:35.600 --> 03:18:37.600
And that's because they've never had this conversation before.

4505
03:18:37.600 --> 03:18:38.600
They clearly haven't solved the solution.

4506
03:18:38.600 --> 03:18:40.600
And that's why they're coming to you.

4507
03:18:40.600 --> 03:18:42.600
And so you want to just get their words,

4508
03:18:42.600 --> 03:18:44.600
more so so that you can explain it back to them

4509
03:18:44.600 --> 03:18:46.600
using the language they gave you.

4510
03:18:46.600 --> 03:18:47.600
All right.

4511
03:18:47.600 --> 03:18:49.600
And so in the weight loss world,

4512
03:18:49.600 --> 03:18:50.600
for example,

4513
03:18:50.600 --> 03:18:52.600
instead of selling a membership,

4514
03:18:52.600 --> 03:18:53.600
I would say,

4515
03:18:53.600 --> 03:18:54.600
okay, well,

4516
03:18:54.600 --> 03:18:55.600
it sounds like you need these three things,

4517
03:18:55.600 --> 03:18:56.600
fitness nutrition and accountability,

4518
03:18:56.600 --> 03:18:57.600
fitness wise,

4519
03:18:57.600 --> 03:18:58.600
you need to work out X days a week,

4520
03:18:58.600 --> 03:18:59.600
nutrition wise,

4521
03:18:59.600 --> 03:19:02.600
you need to eat this food at this time,

4522
03:19:02.600 --> 03:19:03.600
and we can help you meal prep the stuff,

4523
03:19:03.600 --> 03:19:04.600
so you got when you got to restaurants,

4524
03:19:04.600 --> 03:19:05.600
so you can still stick on it.

4525
03:19:05.600 --> 03:19:06.600
And you need accountability,

4526
03:19:06.600 --> 03:19:07.600
because if you don't,

4527
03:19:07.600 --> 03:19:08.600
if you do,

4528
03:19:08.600 --> 03:19:09.600
if I give you the best fitness plan

4529
03:19:09.600 --> 03:19:10.600
and the best nutrition plan

4530
03:19:10.600 --> 03:19:11.600
but you don't show up,

4531
03:19:11.600 --> 03:19:12.600
it doesn't matter, right?

4532
03:19:12.600 --> 03:19:13.600
Accountability is what makes the whole thing work.

4533
03:19:13.600 --> 03:19:14.600
Great.

4534
03:19:14.600 --> 03:19:15.600
Fitness nutrition and accountability,

4535
03:19:15.600 --> 03:19:16.600
easy three step framework,

4536
03:19:16.600 --> 03:19:17.600
fantastic.

4537
03:19:17.600 --> 03:19:18.600
Now,

4538
03:19:18.600 --> 03:19:20.600
this is where it becomes diagnostic.

4539
03:19:20.600 --> 03:19:21.600
Now, most customers,

4540
03:19:21.600 --> 03:19:23.600
and this is why,

4541
03:19:23.600 --> 03:19:25.600
this is where the magic happens,

4542
03:19:25.600 --> 03:19:26.600
is that,

4543
03:19:26.600 --> 03:19:28.600
even if you still deliver the same thing,

4544
03:19:28.600 --> 03:19:29.600
so fundamentally,

4545
03:19:29.600 --> 03:19:30.600
when I switched the sales process,

4546
03:19:30.600 --> 03:19:31.600
the gyms remain the same.

4547
03:19:31.600 --> 03:19:32.600
They still have workouts,

4548
03:19:32.600 --> 03:19:33.600
they still have nutrition,

4549
03:19:33.600 --> 03:19:34.600
they still have accountability.

4550
03:19:34.600 --> 03:19:35.600
Nothing changed,

4551
03:19:35.600 --> 03:19:37.600
but how we presented changes.

4552
03:19:37.600 --> 03:19:38.600
And so rather than saying,

4553
03:19:38.600 --> 03:19:40.600
hey, I'm going to sell a four week thing

4554
03:19:40.600 --> 03:19:41.600
or a six week thing,

4555
03:19:41.600 --> 03:19:42.600
I say, hey,

4556
03:19:42.600 --> 03:19:43.600
you're currently

4557
03:19:43.600 --> 03:19:45.600
200 pounds.

4558
03:19:45.600 --> 03:19:46.600
Okay?

4559
03:19:46.600 --> 03:19:48.600
Now, what's your high school week?

4560
03:19:48.600 --> 03:19:49.600
She says, I want to,

4561
03:19:49.600 --> 03:19:50.600
I want to get to 140.

4562
03:19:50.600 --> 03:19:51.600
You say, okay, cool.

4563
03:19:51.600 --> 03:19:52.600
You want to get to 140.

4564
03:19:52.600 --> 03:19:53.600
This is your desired.

4565
03:19:53.600 --> 03:19:54.600
Okay?

4566
03:19:54.600 --> 03:19:55.600
So you have a 60 pound difference.

4567
03:19:55.600 --> 03:19:57.600
Now, what we found is that we don't want people

4568
03:19:57.600 --> 03:19:58.600
to lose more than

4569
03:19:58.600 --> 03:20:00.600
pound and a half to two pounds a week.

4570
03:20:00.600 --> 03:20:02.600
Alright, so let's just be conservative

4571
03:20:02.600 --> 03:20:03.600
and call it one and a half.

4572
03:20:03.600 --> 03:20:05.600
So that I take out my calculator

4573
03:20:05.600 --> 03:20:06.600
and I say,

4574
03:20:06.600 --> 03:20:07.600
what's one and a half times 60?

4575
03:20:07.600 --> 03:20:08.600
Which would be,

4576
03:20:08.600 --> 03:20:09.600
other way around,

4577
03:20:09.600 --> 03:20:10.600
it would be 65 by one and a half,

4578
03:20:10.600 --> 03:20:12.600
which is 45.

4579
03:20:12.600 --> 03:20:13.600
Okay?

4580
03:20:13.600 --> 03:20:15.600
So, 45 weeks

4581
03:20:15.600 --> 03:20:17.600
is how long

4582
03:20:17.600 --> 03:20:20.600
it's going to take us

4583
03:20:20.600 --> 03:20:22.600
to take you from 200 to 140.

4584
03:20:22.600 --> 03:20:23.600
So you lose a pound and a half a week.

4585
03:20:23.600 --> 03:20:25.600
It's going to take 45 weeks.

4586
03:20:25.600 --> 03:20:26.600
And so,

4587
03:20:26.600 --> 03:20:27.600
six

4588
03:20:27.600 --> 03:20:29.600
present price

4589
03:20:29.600 --> 03:20:32.600
in relation

4590
03:20:32.600 --> 03:20:35.600
to go.

4591
03:20:35.600 --> 03:20:37.600
So you say, awesome.

4592
03:20:37.600 --> 03:20:39.600
So, we currently charge 99 bucks a week.

4593
03:20:39.600 --> 03:20:41.600
We can get you there in 45 weeks,

4594
03:20:41.600 --> 03:20:44.600
which means it's $4,500.

4595
03:20:44.600 --> 03:20:45.600
And that means,

4596
03:20:45.600 --> 03:20:46.600
and for us,

4597
03:20:46.600 --> 03:20:47.600
I added a guarantee on the back end,

4598
03:20:47.600 --> 03:20:48.600
which is,

4599
03:20:48.600 --> 03:20:49.600
which said, hey,

4600
03:20:49.600 --> 03:20:50.600
if you show up to the workouts

4601
03:20:50.600 --> 03:20:51.600
for the next 45 weeks,

4602
03:20:51.600 --> 03:20:52.600
and you log your food,

4603
03:20:52.600 --> 03:20:53.600
and you don't lose the weight,

4604
03:20:53.600 --> 03:20:54.600
I'll keep working with you

4605
03:20:54.600 --> 03:20:55.600
for free until you do.

4606
03:20:55.600 --> 03:20:56.600
So that means,

4607
03:20:56.600 --> 03:20:57.600
this is the translation,

4608
03:20:57.600 --> 03:20:58.600
this is the key part of the script.

4609
03:20:58.600 --> 03:20:59.600
So that means when you pay this $4,500,

4610
03:20:59.600 --> 03:21:02.600
it means that you can count that weight for good.

4611
03:21:02.600 --> 03:21:03.600
You can put it out of your mind.

4612
03:21:03.600 --> 03:21:04.600
You pay me this money,

4613
03:21:04.600 --> 03:21:05.600
we're going to get there,

4614
03:21:05.600 --> 03:21:06.600
one way or another.

4615
03:21:06.600 --> 03:21:07.600
As long as you follow steps,

4616
03:21:07.600 --> 03:21:08.600
you're going to follow steps, right?

4617
03:21:08.600 --> 03:21:09.600
Great.

4618
03:21:09.600 --> 03:21:10.600
And so,

4619
03:21:10.600 --> 03:21:11.600
here,

4620
03:21:11.600 --> 03:21:13.600
you're trying to sell 99 bucks a month,

4621
03:21:13.600 --> 03:21:14.600
or whatever,

4622
03:21:14.600 --> 03:21:15.600
this would be 99 bucks a week,

4623
03:21:15.600 --> 03:21:17.600
if I was doing equivalent pricing, right?

4624
03:21:17.600 --> 03:21:20.600
So this would be like a summer private program.

4625
03:21:20.600 --> 03:21:22.600
But by positioning it this way,

4626
03:21:22.600 --> 03:21:24.600
I'm not selling a membership anymore.

4627
03:21:24.600 --> 03:21:26.600
I'm selling exactly what they want

4628
03:21:26.600 --> 03:21:27.600
and putting a price tag on it,

4629
03:21:27.600 --> 03:21:28.600
and saying,

4630
03:21:28.600 --> 03:21:29.600
you want to get to 140,

4631
03:21:29.600 --> 03:21:30.600
it's going to take this long,

4632
03:21:30.600 --> 03:21:32.600
and I'll guarantee that you'll get there,

4633
03:21:32.600 --> 03:21:35.600
provided you follow these steps.

4634
03:21:35.600 --> 03:21:36.600
And then they say,

4635
03:21:36.600 --> 03:21:37.600
wow, that's awesome.

4636
03:21:37.600 --> 03:21:38.600
And you say,

4637
03:21:38.600 --> 03:21:39.600
well, if you want,

4638
03:21:39.600 --> 03:21:43.600
I can save you a little bit of money.

4639
03:21:43.600 --> 03:21:44.600
You want to save a little bit of money?

4640
03:21:44.600 --> 03:21:45.600
And they're like,

4641
03:21:45.600 --> 03:21:46.600
yeah, I want to save a little bit of money.

4642
03:21:46.600 --> 03:21:47.600
Well, if you prepay,

4643
03:21:47.600 --> 03:21:50.600
you can save 10% today.

4644
03:21:50.600 --> 03:21:52.600
So I can save you 450 bucks.

4645
03:21:52.600 --> 03:21:53.600
Do you want to do that?

4646
03:21:53.600 --> 03:21:54.600
That's what most people do.

4647
03:21:54.600 --> 03:21:55.600
Great.

4648
03:21:55.600 --> 03:21:59.600
You want to use the card you have in file?

4649
03:21:59.600 --> 03:22:00.600
Done.

4650
03:22:00.600 --> 03:22:02.600
So that's the process.

4651
03:22:02.600 --> 03:22:03.600
Now,

4652
03:22:03.600 --> 03:22:04.600
I took this process

4653
03:22:04.600 --> 03:22:05.600
and applied it

4654
03:22:05.600 --> 03:22:08.600
to a completely different service business

4655
03:22:08.600 --> 03:22:09.600
that we own,

4656
03:22:09.600 --> 03:22:10.600
that's a chain,

4657
03:22:10.600 --> 03:22:12.600
that this is a little bit more medical.

4658
03:22:12.600 --> 03:22:13.600
But the concept,

4659
03:22:13.600 --> 03:22:14.600
still applied,

4660
03:22:14.600 --> 03:22:15.600
which is,

4661
03:22:15.600 --> 03:22:16.600
and this is the key part,

4662
03:22:16.600 --> 03:22:18.600
is you have to figure out for whatever it is that you sell,

4663
03:22:18.600 --> 03:22:20.600
what the current is,

4664
03:22:20.600 --> 03:22:22.600
versus what the desire it is.

4665
03:22:22.600 --> 03:22:26.600
So if I were a painter,

4666
03:22:26.600 --> 03:22:27.600
and I was painting houses,

4667
03:22:27.600 --> 03:22:28.600
it sounds crazy, right?

4668
03:22:28.600 --> 03:22:29.600
So hey,

4669
03:22:29.600 --> 03:22:32.600
so you currently have this thing,

4670
03:22:32.600 --> 03:22:35.600
you want a completely painted house.

4671
03:22:35.600 --> 03:22:36.600
And so,

4672
03:22:36.600 --> 03:22:37.600
like, now for them,

4673
03:22:37.600 --> 03:22:38.600
this is like more,

4674
03:22:38.600 --> 03:22:39.600
us do it for you,

4675
03:22:39.600 --> 03:22:40.600
rather than self-service,

4676
03:22:40.600 --> 03:22:41.600
like I'm going to have to,

4677
03:22:41.600 --> 03:22:43.600
like they,

4678
03:22:43.600 --> 03:22:44.600
you're not painting your house

4679
03:22:44.600 --> 03:22:45.600
and them helping you.

4680
03:22:45.600 --> 03:22:46.600
So they're actually going to paint the house.

4681
03:22:46.600 --> 03:22:48.600
So then we just try and think,

4682
03:22:48.600 --> 03:22:49.600
how can we,

4683
03:22:49.600 --> 03:22:50.600
how can we,

4684
03:22:50.600 --> 03:22:51.600
how can we sell to goal,

4685
03:22:51.600 --> 03:22:54.600
and break it into a price that we tie to that?

4686
03:22:54.600 --> 03:22:55.600
And so it would be like,

4687
03:22:55.600 --> 03:22:57.600
okay, so we're going to need four coats of paint,

4688
03:22:57.600 --> 03:22:59.600
and it's going to take this period of time,

4689
03:22:59.600 --> 03:23:00.600
and then at that point,

4690
03:23:00.600 --> 03:23:02.600
your whole house is going to be weatherproofed,

4691
03:23:02.600 --> 03:23:03.600
and so that means that when you pay this price,

4692
03:23:03.600 --> 03:23:05.600
that's what you're going to get by this date.

4693
03:23:05.600 --> 03:23:07.600
And if we don't get it done by that date,

4694
03:23:07.600 --> 03:23:09.600
I'm going to give you this.

4695
03:23:09.600 --> 03:23:11.600
And that way we can relieve their risk

4696
03:23:11.600 --> 03:23:12.600
that it's not going to happen,

4697
03:23:12.600 --> 03:23:14.600
and we tie the purchase to the outcome.

4698
03:23:14.600 --> 03:23:16.600
So this particular business,

4699
03:23:16.600 --> 03:23:17.600
when I bought it,

4700
03:23:17.600 --> 03:23:18.600
or bought into it,

4701
03:23:18.600 --> 03:23:23.600
it was a business that they had really good lead gen,

4702
03:23:23.600 --> 03:23:25.600
and they have a good product,

4703
03:23:25.600 --> 03:23:27.600
but they didn't have good packaging.

4704
03:23:28.600 --> 03:23:30.600
And I saw the opportunity,

4705
03:23:30.600 --> 03:23:33.600
because I knew that if I installed my sales process

4706
03:23:33.600 --> 03:23:34.600
into their business,

4707
03:23:34.600 --> 03:23:36.600
I could make it make a lot more money.

4708
03:23:36.600 --> 03:23:38.600
And so if you have the opportunity to like,

4709
03:23:38.600 --> 03:23:41.600
4x a business without opening new locations,

4710
03:23:41.600 --> 03:23:42.600
you do that.

4711
03:23:42.600 --> 03:23:43.600
And so that's more or less what we did.

4712
03:23:43.600 --> 03:23:45.600
So I actually wrote down the new sales process,

4713
03:23:45.600 --> 03:23:46.600
it took me four hours.

4714
03:23:46.600 --> 03:23:48.600
So I wrote down the new sales process,

4715
03:23:48.600 --> 03:23:50.600
and then I presented to the management team,

4716
03:23:50.600 --> 03:23:51.600
and they were like,

4717
03:23:51.600 --> 03:23:52.600
wow, this is the most valuable thing

4718
03:23:52.600 --> 03:23:53.600
we've ever had happen to our business.

4719
03:23:53.600 --> 03:23:54.600
And I said, great.

4720
03:23:54.600 --> 03:23:56.600
So let me know when you do it across all the locations,

4721
03:23:57.600 --> 03:23:59.600
and let's keep buying and opening new ones.

4722
03:23:59.600 --> 03:24:00.600
And so 18 months later,

4723
03:24:00.600 --> 03:24:01.600
we have 32 locations

4724
03:24:01.600 --> 03:24:02.600
and the recurring revenue

4725
03:24:02.600 --> 03:24:04.600
in that time period has gone up.

4726
03:24:04.600 --> 03:24:06.600
And the average revenue per customer

4727
03:24:06.600 --> 03:24:09.600
went from $200

4728
03:24:11.600 --> 03:24:12.600
to $800

4729
03:24:13.600 --> 03:24:15.600
from this one process.

4730
03:24:15.600 --> 03:24:16.600
And that was because before this,

4731
03:24:16.600 --> 03:24:18.600
they were selling one-off transactions.

4732
03:24:18.600 --> 03:24:19.600
They were saying, hey,

4733
03:24:19.600 --> 03:24:20.600
we'll do this service for you,

4734
03:24:20.600 --> 03:24:21.600
so think of it like Botox.

4735
03:24:21.600 --> 03:24:22.600
So we're going to do filler,

4736
03:24:22.600 --> 03:24:25.600
or we're going to do something this one time.

4737
03:24:26.600 --> 03:24:27.600
And so rather than just say,

4738
03:24:27.600 --> 03:24:30.600
sure, give us a call when you want it again,

4739
03:24:30.600 --> 03:24:32.600
which is pretty much what the process was before this,

4740
03:24:32.600 --> 03:24:33.600
I say, hey,

4741
03:24:34.600 --> 03:24:35.600
you want to look a certain way.

4742
03:24:35.600 --> 03:24:36.600
You're not here because you want filler.

4743
03:24:36.600 --> 03:24:38.600
You're because you want to look a certain way.

4744
03:24:38.600 --> 03:24:40.600
So if I show this chart to you,

4745
03:24:40.600 --> 03:24:41.600
of faces,

4746
03:24:41.600 --> 03:24:43.600
and filler densities,

4747
03:24:43.600 --> 03:24:46.600
where do you see yourself on here currently?

4748
03:24:46.600 --> 03:24:47.600
Now you let them self identify.

4749
03:24:47.600 --> 03:24:49.600
You can't be like, look, mix your ugly.

4750
03:24:49.600 --> 03:24:50.600
You can't say that.

4751
03:24:50.600 --> 03:24:51.600
So you got to say,

4752
03:24:51.600 --> 03:24:52.600
where are you on this chart?

4753
03:24:52.600 --> 03:24:53.600
And then they say this.

4754
03:24:53.600 --> 03:24:54.600
Now in the weight loss sale,

4755
03:24:54.600 --> 03:24:55.600
I got them to step on the scale.

4756
03:24:55.600 --> 03:24:56.600
The scale called you fat.

4757
03:24:56.600 --> 03:24:57.600
Not me. All right.

4758
03:24:57.600 --> 03:24:58.600
So maybe just point to the third party.

4759
03:24:58.600 --> 03:24:59.600
Not me.

4760
03:24:59.600 --> 03:25:02.600
So you get them to pick how ugly they are.

4761
03:25:02.600 --> 03:25:04.600
And then you say, how pretty do you want to be?

4762
03:25:04.600 --> 03:25:05.600
Now everyone's going to say,

4763
03:25:05.600 --> 03:25:06.600
I want to be super pretty.

4764
03:25:06.600 --> 03:25:07.600
But here's the beautiful thing.

4765
03:25:07.600 --> 03:25:09.600
When they pick how pretty they want to be,

4766
03:25:09.600 --> 03:25:11.600
they're the one who set the goal.

4767
03:25:11.600 --> 03:25:13.600
And that means that the price came from them.

4768
03:25:13.600 --> 03:25:15.600
And you know where I picked this up?

4769
03:25:15.600 --> 03:25:16.600
It was yogurt stores.

4770
03:25:16.600 --> 03:25:18.600
So one of the things I thought was genius

4771
03:25:18.600 --> 03:25:19.600
about yogurt land.

4772
03:25:19.600 --> 03:25:20.600
And things like that was,

4773
03:25:20.600 --> 03:25:22.600
if you go to a store,

4774
03:25:22.600 --> 03:25:24.600
and then they fill up your stuff behind the counter.

4775
03:25:24.600 --> 03:25:26.600
And then they say, hey, it's eight bucks.

4776
03:25:26.600 --> 03:25:27.600
You're like, man, what the hell?

4777
03:25:27.600 --> 03:25:28.600
This place is so expensive.

4778
03:25:28.600 --> 03:25:30.600
But if they give you the cup,

4779
03:25:30.600 --> 03:25:31.600
and you fill it up,

4780
03:25:31.600 --> 03:25:32.600
and you put it on the scale,

4781
03:25:32.600 --> 03:25:34.600
you're like, man, I'm a fat ass.

4782
03:25:34.600 --> 03:25:35.600
Same pricing.

4783
03:25:35.600 --> 03:25:38.600
But because I had control over what I picked,

4784
03:25:38.600 --> 03:25:41.600
I'm the one who's responsible for the decision.

4785
03:25:41.600 --> 03:25:42.600
And so by saying,

4786
03:25:42.600 --> 03:25:43.600
where are you on this chart?

4787
03:25:43.600 --> 03:25:45.600
And again, this is where the magic happens.

4788
03:25:45.600 --> 03:25:46.600
That's the current desired.

4789
03:25:46.600 --> 03:25:48.600
That's where the thinking behind

4790
03:25:48.600 --> 03:25:50.600
how I'm going to structure a sale.

4791
03:25:51.600 --> 03:25:52.600
That's where the experience,

4792
03:25:52.600 --> 03:25:53.600
that's where the expertise,

4793
03:25:53.600 --> 03:25:54.600
that's where it comes in.

4794
03:25:54.600 --> 03:25:55.600
This is the process.

4795
03:25:55.600 --> 03:25:57.600
And hopefully you guys can take this

4796
03:25:57.600 --> 03:25:59.600
for your business and think like, okay,

4797
03:25:59.600 --> 03:26:00.600
what's current?

4798
03:26:00.600 --> 03:26:01.600
What do they really want?

4799
03:26:01.600 --> 03:26:02.600
They're not buying lip filler.

4800
03:26:02.600 --> 03:26:04.600
They're not buying a painted house.

4801
03:26:04.600 --> 03:26:06.600
They're buying an image in their mind

4802
03:26:06.600 --> 03:26:07.600
of what they want that house to signify

4803
03:26:07.600 --> 03:26:08.600
or what it means to them.

4804
03:26:08.600 --> 03:26:10.600
And this lady's not buying filler.

4805
03:26:10.600 --> 03:26:12.600
She's trying to buy a certain look.

4806
03:26:12.600 --> 03:26:14.600
She wants people to think about her a certain way.

4807
03:26:14.600 --> 03:26:16.600
When people walk when she walks in the room,

4808
03:26:16.600 --> 03:26:17.600
she wants guys to turn their heads down

4809
03:26:17.600 --> 03:26:18.600
because she's probably getting a little older.

4810
03:26:18.600 --> 03:26:19.600
They're not turning their heads as much.

4811
03:26:19.600 --> 03:26:20.600
And she still misses that.

4812
03:26:20.600 --> 03:26:22.600
And she'd pay anything to get that.

4813
03:26:22.600 --> 03:26:23.600
So say, you're ugly now.

4814
03:26:23.600 --> 03:26:24.600
How pretty do you want to be?

4815
03:26:24.600 --> 03:26:25.600
We say, cool.

4816
03:26:25.600 --> 03:26:27.600
So for us to get you from here to here,

4817
03:26:27.600 --> 03:26:29.600
it's going to take us 45 weeks.

4818
03:26:29.600 --> 03:26:31.600
It's going to take us Botox filler

4819
03:26:31.600 --> 03:26:33.600
and, you know, plastic surgery.

4820
03:26:33.600 --> 03:26:34.600
Whatever.

4821
03:26:34.600 --> 03:26:35.600
We're going to have to hit you with a pretty shovel

4822
03:26:35.600 --> 03:26:36.600
and bring you back to life.

4823
03:26:36.600 --> 03:26:37.600
All right.

4824
03:26:37.600 --> 03:26:38.600
We're going to have to do this.

4825
03:26:38.600 --> 03:26:39.600
And it's going to take this many weeks

4826
03:26:39.600 --> 03:26:41.600
for us to reverse this level of aging

4827
03:26:41.600 --> 03:26:42.600
or at least take these crow's feet out

4828
03:26:42.600 --> 03:26:43.600
or whatever it is.

4829
03:26:43.600 --> 03:26:45.600
And so we tie where you're at

4830
03:26:45.600 --> 03:26:46.600
to where you want to go.

4831
03:26:46.600 --> 03:26:48.600
And then our solution is only the vehicle

4832
03:26:48.600 --> 03:26:50.600
that delivers this outcome.

4833
03:26:50.600 --> 03:26:53.600
And so that is the moment that you present the price.

4834
03:26:53.600 --> 03:26:55.600
Because they picked where they were,

4835
03:26:55.600 --> 03:26:56.600
where they want to go,

4836
03:26:56.600 --> 03:26:57.600
and then you as the expert

4837
03:26:57.600 --> 03:26:59.600
explain the path to getting there.

4838
03:26:59.600 --> 03:27:01.600
So they picked the before and after.

4839
03:27:01.600 --> 03:27:02.600
And you just used your expertise.

4840
03:27:02.600 --> 03:27:04.600
If this is what we found best to get people to the here,

4841
03:27:04.600 --> 03:27:05.600
who start where you're at.

4842
03:27:05.600 --> 03:27:08.600
And so we found out that this opportunity

4843
03:27:08.600 --> 03:27:10.600
existed within this particular business

4844
03:27:10.600 --> 03:27:12.600
because I had my sales director's secret shop.

4845
03:27:12.600 --> 03:27:14.600
So mind you, this is a brick and mortar chain.

4846
03:27:14.600 --> 03:27:15.600
We have a lot of locations.

4847
03:27:15.600 --> 03:27:16.600
So we can sneak our way in.

4848
03:27:16.600 --> 03:27:18.600
It's harder if you have like a, you know,

4849
03:27:18.600 --> 03:27:19.600
four sales guys who do all the sales,

4850
03:27:19.600 --> 03:27:20.600
they'll just tell the owner, right?

4851
03:27:20.600 --> 03:27:21.600
So we wanted a secret shop

4852
03:27:21.600 --> 03:27:23.600
before we actually completed the investment.

4853
03:27:23.600 --> 03:27:25.600
And so when he went in,

4854
03:27:25.600 --> 03:27:26.600
he was, I asked him,

4855
03:27:26.600 --> 03:27:27.600
I went through this checklist.

4856
03:27:27.600 --> 03:27:28.600
I was like, okay.

4857
03:27:28.600 --> 03:27:30.600
So did they give you some sort of pre-sell question?

4858
03:27:30.600 --> 03:27:31.600
And he was like, no.

4859
03:27:31.600 --> 03:27:33.600
It's like, okay, great.

4860
03:27:33.600 --> 03:27:35.600
Did they ask you for your credit card?

4861
03:27:35.600 --> 03:27:36.600
Did they ask you for your information

4862
03:27:36.600 --> 03:27:37.600
anything before you got the service?

4863
03:27:37.600 --> 03:27:38.600
And he was like, no.

4864
03:27:38.600 --> 03:27:40.600
And I was like, fantastic.

4865
03:27:40.600 --> 03:27:41.600
What else, what else did they do?

4866
03:27:41.600 --> 03:27:43.600
Like did they have you set, you know,

4867
03:27:43.600 --> 03:27:46.600
pick where you're at and what your goal is?

4868
03:27:46.600 --> 03:27:49.600
He said, yeah, they did have me pick where I was at,

4869
03:27:49.600 --> 03:27:50.600
but not where I wanted to go.

4870
03:27:50.600 --> 03:27:52.600
So they just had him pick, okay, how ugly are you?

4871
03:27:52.600 --> 03:27:53.600
And he was like, okay.

4872
03:27:53.600 --> 03:27:55.600
Now, again, not completely flawed.

4873
03:27:55.600 --> 03:27:56.600
I want to be really clear here.

4874
03:27:56.600 --> 03:27:58.600
Like, this is a look at 14 locations.

4875
03:27:58.600 --> 03:27:59.600
They're not, they're not idiots.

4876
03:27:59.600 --> 03:28:00.600
They had the pain.

4877
03:28:00.600 --> 03:28:01.600
We agitated the pain.

4878
03:28:01.600 --> 03:28:02.600
They said, listen, this is how ugly you are

4879
03:28:02.600 --> 03:28:04.600
on this scale that we invented.

4880
03:28:04.600 --> 03:28:05.600
And you're here.

4881
03:28:05.600 --> 03:28:06.600
You're a seven ugly.

4882
03:28:06.600 --> 03:28:07.600
Great.

4883
03:28:07.600 --> 03:28:08.600
So we checked this.

4884
03:28:08.600 --> 03:28:10.600
But he didn't get to say where he wanted to be.

4885
03:28:10.600 --> 03:28:11.600
So then from there,

4886
03:28:11.600 --> 03:28:14.600
he just went right into the service.

4887
03:28:14.600 --> 03:28:16.600
And then when he came out,

4888
03:28:16.600 --> 03:28:19.600
he just gave them the card to pay for the service.

4889
03:28:19.600 --> 03:28:21.600
And that was it.

4890
03:28:21.600 --> 03:28:22.600
And then he's walked out the door.

4891
03:28:22.600 --> 03:28:23.600
And I was like, wait, so they didn't,

4892
03:28:23.600 --> 03:28:26.600
they didn't actually like ask you to buy a package

4893
03:28:26.600 --> 03:28:28.600
or get into some membership or anything.

4894
03:28:28.600 --> 03:28:30.600
And he's like, well, they tried to upsell me

4895
03:28:30.600 --> 03:28:31.600
this one product at one point,

4896
03:28:31.600 --> 03:28:33.600
but this was the price point.

4897
03:28:33.600 --> 03:28:35.600
And the price point was like 20 bucks or something.

4898
03:28:35.600 --> 03:28:37.600
And I knew what the average customer was worth,

4899
03:28:37.600 --> 03:28:38.600
which was like 200 at the time.

4900
03:28:38.600 --> 03:28:40.600
And I was like, that's like, by the way,

4901
03:28:40.600 --> 03:28:41.600
if you're going to do upsells,

4902
03:28:41.600 --> 03:28:43.600
you want the price points usually be,

4903
03:28:43.600 --> 03:28:46.600
usually be five times more than the current price.

4904
03:28:46.600 --> 03:28:48.600
Because if you get 20% of people,

4905
03:28:48.600 --> 03:28:49.600
so customers are fractal.

4906
03:28:49.600 --> 03:28:51.600
So we're going to go into a little side press here,

4907
03:28:51.600 --> 03:28:53.600
but it'll be worth it for you since we're talking about sales.

4908
03:28:53.600 --> 03:28:57.600
So you've heard of 80-20, right?

4909
03:28:57.600 --> 03:28:59.600
So you've got 100 people, right?

4910
03:28:59.600 --> 03:29:00.600
The top 20%.

4911
03:29:00.600 --> 03:29:04.600
And you've got the 80 underneath, right?

4912
03:29:04.600 --> 03:29:05.600
These are the people.

4913
03:29:05.600 --> 03:29:06.600
These are the people.

4914
03:29:06.600 --> 03:29:09.600
80-20 have five times the spending power of these people.

4915
03:29:09.600 --> 03:29:10.600
And so because of that,

4916
03:29:10.600 --> 03:29:12.600
if you get 20% of people to buy something

4917
03:29:12.600 --> 03:29:14.600
that's five times as expensive,

4918
03:29:14.600 --> 03:29:17.600
so let's say my current thing is $1,000.

4919
03:29:17.600 --> 03:29:19.600
If I'm going to have an upsell,

4920
03:29:19.600 --> 03:29:21.600
I want my upsell to be $5,000.

4921
03:29:21.600 --> 03:29:23.600
Because if 20% take it,

4922
03:29:23.600 --> 03:29:24.600
then it's 20% times $5,000,

4923
03:29:24.600 --> 03:29:28.600
which means I add $1,000 to my average ticket.

4924
03:29:28.600 --> 03:29:34.600
So I go from $1,000 per customer to $2,000.

4925
03:29:35.600 --> 03:29:37.600
Per customer.

4926
03:29:37.600 --> 03:29:40.600
And so when I heard that their upsell was 10%,

4927
03:29:40.600 --> 03:29:44.600
it'd be like, my upsell is $100.

4928
03:29:44.600 --> 03:29:45.600
Okay, fine.

4929
03:29:45.600 --> 03:29:47.600
Maybe 20% take that.

4930
03:29:47.600 --> 03:29:49.600
So I go from $1,000 to $1,000,

4931
03:29:49.600 --> 03:29:51.600
who cares?

4932
03:29:51.600 --> 03:29:53.600
Like, why bother, right?

4933
03:29:53.600 --> 03:29:57.600
And fundamentally, again, smart business owners,

4934
03:29:57.600 --> 03:29:58.600
and they were upselling product,

4935
03:29:58.600 --> 03:29:59.600
which means there's no real delivery

4936
03:29:59.600 --> 03:30:00.600
in a brick and mortar service business.

4937
03:30:00.600 --> 03:30:01.600
So they could just hand the product,

4938
03:30:01.600 --> 03:30:02.600
make the money.

4939
03:30:02.600 --> 03:30:05.600
And I think they were using it more for commissions

4940
03:30:05.600 --> 03:30:07.600
for their staff to increase the average pay,

4941
03:30:07.600 --> 03:30:09.600
which a different objective entirely,

4942
03:30:09.600 --> 03:30:10.600
and totally fine.

4943
03:30:10.600 --> 03:30:12.600
But I was only looking at this from,

4944
03:30:12.600 --> 03:30:14.600
how do I take customers who are worth $200

4945
03:30:14.600 --> 03:30:16.600
and make them my goal is to get a more of $1,000.

4946
03:30:16.600 --> 03:30:17.600
Currently, it's $800.

4947
03:30:17.600 --> 03:30:19.600
I'm going to keep getting there until we get to $1,000.

4948
03:30:19.600 --> 03:30:21.600
But I think that we can get it to $1,000.

4949
03:30:21.600 --> 03:30:25.600
And so we secret shop them, number one,

4950
03:30:25.600 --> 03:30:28.600
which by the way,

4951
03:30:28.600 --> 03:30:31.600
if you have a team of people who are currently selling your stuff,

4952
03:30:31.600 --> 03:30:33.600
secret shop them,

4953
03:30:33.600 --> 03:30:36.600
and then be horrified by what you listen to on the phone

4954
03:30:36.600 --> 03:30:37.600
or what you see in person,

4955
03:30:37.600 --> 03:30:39.600
because you have this beautiful idea

4956
03:30:39.600 --> 03:30:41.600
of what you think your sales process is,

4957
03:30:41.600 --> 03:30:42.600
and it's a nightmare.

4958
03:30:42.600 --> 03:30:43.600
It's an absolute nightmare.

4959
03:30:43.600 --> 03:30:45.600
If they remember half of it, you'll be stoked.

4960
03:30:45.600 --> 03:30:47.600
And so if you run in an environment,

4961
03:30:47.600 --> 03:30:49.600
especially in a lower wage environment,

4962
03:30:49.600 --> 03:30:50.600
so if you're brick and mortar,

4963
03:30:50.600 --> 03:30:51.600
you have a chain of locations,

4964
03:30:51.600 --> 03:30:53.600
and you have to take low school labor

4965
03:30:53.600 --> 03:30:55.600
and teach them a sales process,

4966
03:30:55.600 --> 03:31:00.600
the expertise in sales comes down to how easy

4967
03:31:00.600 --> 03:31:02.600
and simple you can make the process.

4968
03:31:02.600 --> 03:31:03.600
And so that comes down to like,

4969
03:31:03.600 --> 03:31:06.600
can I automate parts of the point of sale

4970
03:31:06.600 --> 03:31:08.600
so that they can't move forward

4971
03:31:08.600 --> 03:31:10.600
without doing this checkbox, right?

4972
03:31:10.600 --> 03:31:11.600
And by doing this checkbox,

4973
03:31:11.600 --> 03:31:12.600
they have to ask the question.

4974
03:31:12.600 --> 03:31:14.600
So it forces script adherents.

4975
03:31:14.600 --> 03:31:17.600
Now, training sales not into this video,

4976
03:31:17.600 --> 03:31:19.600
but you want to basically repeat the process

4977
03:31:19.600 --> 03:31:21.600
over and over and over until they're sick of it,

4978
03:31:21.600 --> 03:31:22.600
until they say like,

4979
03:31:22.600 --> 03:31:24.600
yes, Mom, would you like to have your credit?

4980
03:31:24.600 --> 03:31:26.600
You want to use the credit card on file?

4981
03:31:26.600 --> 03:31:27.600
Like until they're saying it,

4982
03:31:27.600 --> 03:31:28.600
like they can breathe it,

4983
03:31:28.600 --> 03:31:30.600
they can say without thinking about it,

4984
03:31:30.600 --> 03:31:33.600
that's when you maybe just started

4985
03:31:33.600 --> 03:31:35.600
to have a team that's well trained.

4986
03:31:35.600 --> 03:31:37.600
Now that we finished these seven pieces of the diagnostic,

4987
03:31:37.600 --> 03:31:38.600
I want to add one more bonus,

4988
03:31:38.600 --> 03:31:39.600
because you're like, wait a second,

4989
03:31:39.600 --> 03:31:41.600
so where's the recurring revenue?

4990
03:31:41.600 --> 03:31:43.600
Great observation, Andrew.

4991
03:31:43.600 --> 03:31:48.600
Okay, so number eight is transition of recurring.

4992
03:31:48.600 --> 03:31:50.600
I remember this,

4993
03:31:50.600 --> 03:31:51.600
I'll give you two separate stories

4994
03:31:51.600 --> 03:31:52.600
that'll drive this home.

4995
03:31:52.600 --> 03:31:55.600
So a friend of mine has a recurring membership

4996
03:31:55.600 --> 03:31:56.600
that he sells,

4997
03:31:56.600 --> 03:31:58.600
and he sells it at,

4998
03:31:58.600 --> 03:31:59.600
I think he was selling it 300 bucks a month,

4999
03:31:59.600 --> 03:32:01.600
and he couldn't get people to stick past three months.

5000
03:32:01.600 --> 03:32:04.600
And so he tried all these different gimmicks and things,

5001
03:32:04.600 --> 03:32:07.600
and he just couldn't crack three months of LTV.

5002
03:32:07.600 --> 03:32:09.600
Now that could have been a pricing issue, whatever.

5003
03:32:09.600 --> 03:32:10.600
So this is what he did.

5004
03:32:10.600 --> 03:32:13.600
He stopped selling it at $300 a month, month to month,

5005
03:32:13.600 --> 03:32:16.600
and started selling as a $10,000 program

5006
03:32:16.600 --> 03:32:19.600
with 36 month of interest-free financing.

5007
03:32:19.600 --> 03:32:21.600
And so when people bought,

5008
03:32:21.600 --> 03:32:23.600
they were buying a $10,000 price point,

5009
03:32:23.600 --> 03:32:25.600
but they got an amazing payment plan.

5010
03:32:25.600 --> 03:32:27.600
And so he didn't change anything about what he sold,

5011
03:32:27.600 --> 03:32:30.600
but that took his average customer

5012
03:32:30.600 --> 03:32:32.600
from three months to eight months.

5013
03:32:32.600 --> 03:32:35.600
So we're talking about a $900 to three times 300,

5014
03:32:35.600 --> 03:32:37.600
to eight times 300 to 2,400.

5015
03:32:37.600 --> 03:32:40.600
That kind of changed in a business, life changing,

5016
03:32:40.600 --> 03:32:41.600
in terms of how much money you can make.

5017
03:32:41.600 --> 03:32:43.600
The second one was I had a different friend

5018
03:32:43.600 --> 03:32:44.600
who had a continuity program.

5019
03:32:44.600 --> 03:32:46.600
He was an agency.

5020
03:32:46.600 --> 03:32:49.600
And what he did was he realized he had turned in his business.

5021
03:32:49.600 --> 03:32:50.600
And so he said, you know,

5022
03:32:50.600 --> 03:32:52.600
people are way less likely to turn out of a payment plan,

5023
03:32:52.600 --> 03:32:54.600
same as the other one,

5024
03:32:54.600 --> 03:32:56.600
than they are out of a monthly recurring revenue stream.

5025
03:32:56.600 --> 03:32:59.600
And so what you call it to the customer can affect

5026
03:32:59.600 --> 03:33:02.600
the likelihood that they pay,

5027
03:33:02.600 --> 03:33:04.600
but as far as the business is concerned,

5028
03:33:04.600 --> 03:33:06.600
you just want payments that are regular.

5029
03:33:06.600 --> 03:33:09.600
And all you do to take a program

5030
03:33:09.600 --> 03:33:12.600
and take it from a payment plan to recurring

5031
03:33:12.600 --> 03:33:14.600
in terms of how it actually looks and feels

5032
03:33:14.600 --> 03:33:16.600
is you just put an automatic recurring

5033
03:33:16.600 --> 03:33:17.600
at the end of the program.

5034
03:33:17.600 --> 03:33:19.600
And so when someone buys this big thing

5035
03:33:19.600 --> 03:33:20.600
and you make a payment plan,

5036
03:33:20.600 --> 03:33:22.600
and then it recurs into the exact same price

5037
03:33:22.600 --> 03:33:23.600
as the payment plan,

5038
03:33:23.600 --> 03:33:24.600
you just move the pieces around,

5039
03:33:24.600 --> 03:33:26.600
but the likely they stick his way higher.

5040
03:33:26.600 --> 03:33:28.600
And so that's exactly what we did

5041
03:33:28.600 --> 03:33:30.600
as the last step in the diagnostic sales process.

5042
03:33:30.600 --> 03:33:32.600
And I wanted to highlight this point for you

5043
03:33:32.600 --> 03:33:34.600
because I've done it in every business.

5044
03:33:34.600 --> 03:33:36.600
And so we give someone the option of prepay,

5045
03:33:36.600 --> 03:33:38.600
you can give if you want a little bit more aggressive,

5046
03:33:38.600 --> 03:33:40.600
you can 20% off if they prepay today.

5047
03:33:40.600 --> 03:33:42.600
If you want to have one step down below that,

5048
03:33:42.600 --> 03:33:43.600
which is what I like to do,

5049
03:33:43.600 --> 03:33:46.600
you can give them 10% off if they do half-down

5050
03:33:46.600 --> 03:33:48.600
and they make the rest of this payments.

5051
03:33:48.600 --> 03:33:50.600
And if they still can't do that,

5052
03:33:50.600 --> 03:33:52.600
then I take the whole thing and I spread it over,

5053
03:33:52.600 --> 03:33:54.600
let's say, our 45 weeks.

5054
03:33:54.600 --> 03:33:57.600
And so I'd say, okay, it's $9.00 a week, $9.00 a week,

5055
03:33:57.600 --> 03:33:58.600
and there you go.

5056
03:33:58.600 --> 03:34:02.600
Now, they go from $99.00 a week to $80 a week

5057
03:34:02.600 --> 03:34:04.600
if they prepay the whole thing.

5058
03:34:04.600 --> 03:34:07.600
And they go from $99.00 a week to $90 a week

5059
03:34:07.600 --> 03:34:09.600
if they prepay half.

5060
03:34:09.600 --> 03:34:11.600
And here's the key part,

5061
03:34:11.600 --> 03:34:13.600
is that when we present the price,

5062
03:34:13.600 --> 03:34:15.600
you present it at the highest rate.

5063
03:34:15.600 --> 03:34:17.600
So you present it at the payment plan.

5064
03:34:17.600 --> 03:34:19.600
Let me walk you through those good things important.

5065
03:34:19.600 --> 03:34:20.600
Well, I'm going to put it here

5066
03:34:20.600 --> 03:34:22.600
and set off the flip screens for you.

5067
03:34:22.600 --> 03:34:25.600
All right, so you have your full boat,

5068
03:34:25.600 --> 03:34:29.600
I'll say full interest price.

5069
03:34:29.600 --> 03:34:32.600
So for us, in our example, is $4,500.

5070
03:34:32.600 --> 03:34:34.600
All right, 45 weeks down to $99, roughly.

5071
03:34:34.600 --> 03:34:36.600
All right, so this is our full boat price.

5072
03:34:36.600 --> 03:34:40.600
We have our prepayment discount in full,

5073
03:34:40.600 --> 03:34:42.600
which is minus 20%.

5074
03:34:42.600 --> 03:34:45.600
All right, so for us, it's going to be minus,

5075
03:34:45.600 --> 03:34:46.600
what is that, 900?

5076
03:34:46.600 --> 03:34:48.600
Yeah, 900 from there, so that's 5600.

5077
03:34:48.600 --> 03:34:50.600
Sorry, other way.

5078
03:34:50.600 --> 03:34:51.600
30, 600.

5079
03:34:51.600 --> 03:34:53.600
30, 600.

5080
03:34:53.600 --> 03:34:57.600
If they do half down,

5081
03:34:57.600 --> 03:35:01.600
you say I'll let you save $450, so 10%.

5082
03:35:01.600 --> 03:35:03.600
So 40, 500.

5083
03:35:03.600 --> 03:35:05.600
All right, so this is 10%,

5084
03:35:05.600 --> 03:35:07.600
minus 10%, that's minus 20%.

5085
03:35:07.600 --> 03:35:09.600
Now, the reason this is so important,

5086
03:35:09.600 --> 03:35:10.600
is think about the alternative.

5087
03:35:10.600 --> 03:35:12.600
Think about, and this is what most people do.

5088
03:35:12.600 --> 03:35:13.600
So listen to me, Andrew.

5089
03:35:13.600 --> 03:35:15.600
Most people do this.

5090
03:35:15.600 --> 03:35:18.600
They present the price as $3,600.

5091
03:35:18.600 --> 03:35:20.600
And then they say, oh, well, we have payment plans

5092
03:35:20.600 --> 03:35:22.600
that we have interest on.

5093
03:35:22.600 --> 03:35:25.600
And so we do have 10% interest if you can put half down,

5094
03:35:25.600 --> 03:35:29.600
and we have 20% interest if you put nothing down,

5095
03:35:29.600 --> 03:35:32.600
and you just go on to a straight payment plan.

5096
03:35:32.600 --> 03:35:34.600
Well, which one would you rather buy?

5097
03:35:34.600 --> 03:35:36.600
If on one hand, you have a $4,500 price thing,

5098
03:35:36.600 --> 03:35:38.600
which anchors you high,

5099
03:35:38.600 --> 03:35:41.600
and you say, or you can get a benefit for prepaying today,

5100
03:35:41.600 --> 03:35:43.600
rather than you think about $3,600,

5101
03:35:43.600 --> 03:35:44.600
you're considering it, and then they say,

5102
03:35:44.600 --> 03:35:47.600
oh, it's even more, even though you're just considering this tag,

5103
03:35:47.600 --> 03:35:48.600
guess what?

5104
03:35:48.600 --> 03:35:51.600
You have to pay way more now, because you can't afford it,

5105
03:35:51.600 --> 03:35:53.600
you have to pay more.

5106
03:35:53.600 --> 03:35:55.600
Banks do it all the time, and guess what?

5107
03:35:55.600 --> 03:35:56.600
Everyone hates banks.

5108
03:35:56.600 --> 03:35:58.600
So if banks want to fix their process, Mr. Bank,

5109
03:35:58.600 --> 03:35:59.600
maybe this will work.

5110
03:35:59.600 --> 03:36:01.600
Anyway, the point is, is that this is how you present the price,

5111
03:36:01.600 --> 03:36:03.600
because you get the benefit of a price anchor,

5112
03:36:03.600 --> 03:36:05.600
and you get to be the good guy,

5113
03:36:05.600 --> 03:36:07.600
forgetting them to pay upfront,

5114
03:36:07.600 --> 03:36:10.600
rather than the bad guy, for them not being able to.

5115
03:36:10.600 --> 03:36:12.600
So we're going to go through step eight

5116
03:36:12.600 --> 03:36:17.600
in the more transition process for the sale,

5117
03:36:17.600 --> 03:36:19.600
and so I want to just walk you through step downs.

5118
03:36:19.600 --> 03:36:21.600
And so this is super important to understand

5119
03:36:21.600 --> 03:36:22.600
from a sales perspective.

5120
03:36:22.600 --> 03:36:25.600
So we'll call this sales step downs.

5121
03:36:25.600 --> 03:36:28.600
And this is, by the way, a preview

5122
03:36:28.600 --> 03:36:31.600
for my next book coming out, $100 million.

5123
03:36:31.600 --> 03:36:32.600
Anyways.

5124
03:36:32.600 --> 03:36:34.600
So, sale step downs is one of the things that we have.

5125
03:36:34.600 --> 03:36:36.600
So obviously the first thing we're going to present

5126
03:36:36.600 --> 03:36:39.600
is a prepayment, which is painful today, prepay.

5127
03:36:39.600 --> 03:36:41.600
By the way, you've probably noticed from any of my content,

5128
03:36:41.600 --> 03:36:43.600
I don't say paid-in-fools,

5129
03:36:43.600 --> 03:36:46.600
and that's because that's a salesman term,

5130
03:36:46.600 --> 03:36:48.600
not a customer benefit.

5131
03:36:48.600 --> 03:36:50.600
If you prepay, you get a benefit,

5132
03:36:50.600 --> 03:36:51.600
whereas paid-in-full is like,

5133
03:36:51.600 --> 03:36:53.600
I got all the cash to the front, good for me.

5134
03:36:53.600 --> 03:36:55.600
And so I have trained myself,

5135
03:36:55.600 --> 03:36:57.600
because I used to say paid-in-fulls,

5136
03:36:57.600 --> 03:36:58.600
pipskis, whatever, pips,

5137
03:36:58.600 --> 03:37:00.600
like all of that stuff I used to do as a salesman,

5138
03:37:00.600 --> 03:37:01.600
sales leader,

5139
03:37:01.600 --> 03:37:03.600
and then I also heard my team saying that to customers.

5140
03:37:03.600 --> 03:37:05.600
But hey, if you want to pay-in-full today,

5141
03:37:05.600 --> 03:37:07.600
it's just like kind of gross.

5142
03:37:07.600 --> 03:37:09.600
And so I prefer to say like,

5143
03:37:09.600 --> 03:37:11.600
hey, we have a prepayment discount.

5144
03:37:11.600 --> 03:37:13.600
And so training that, just little pro tip for you.

5145
03:37:13.600 --> 03:37:15.600
So number one is prepay.

5146
03:37:15.600 --> 03:37:21.600
Number two is we do discount with partial.

5147
03:37:21.600 --> 03:37:24.600
So this is the half-down.

5148
03:37:24.600 --> 03:37:27.600
Oops, half-down.

5149
03:37:27.600 --> 03:37:30.600
Here you can also do in-house.

5150
03:37:30.600 --> 03:37:32.600
Well, this is whatever, sorry.

5151
03:37:32.600 --> 03:37:34.600
This is credit card or third party.

5152
03:37:35.600 --> 03:37:37.600
So if you have like most,

5153
03:37:37.600 --> 03:37:39.600
most businesses that sell legitimate services

5154
03:37:39.600 --> 03:37:42.600
have third party financing solutions that already exist.

5155
03:37:42.600 --> 03:37:44.600
And so I promise you,

5156
03:37:44.600 --> 03:37:46.600
there is a banker somewhere who started a business

5157
03:37:46.600 --> 03:37:49.600
to service this emerging market of whatever it is that you do,

5158
03:37:49.600 --> 03:37:50.600
who says,

5159
03:37:50.600 --> 03:37:52.600
I'll bet you I can help finance transactions.

5160
03:37:52.600 --> 03:37:55.600
Now, the prices they charge for that financing

5161
03:37:55.600 --> 03:37:57.600
will differ based on how risky your business is.

5162
03:37:57.600 --> 03:37:58.600
And so like,

5163
03:37:58.600 --> 03:38:01.600
there's financing for casinos.

5164
03:38:01.600 --> 03:38:03.600
Like, if you want to get a loan

5165
03:38:03.600 --> 03:38:04.600
to go gamble more,

5166
03:38:04.600 --> 03:38:05.600
like, there's financing for that,

5167
03:38:05.600 --> 03:38:07.600
but they will charge you a lot of money, right?

5168
03:38:07.600 --> 03:38:09.600
And so like that being the extreme,

5169
03:38:09.600 --> 03:38:10.600
on the other hand,

5170
03:38:10.600 --> 03:38:11.600
if you want to finance a house,

5171
03:38:11.600 --> 03:38:12.600
there's obviously a huge mortgage industry.

5172
03:38:12.600 --> 03:38:13.600
And so from every step in between,

5173
03:38:13.600 --> 03:38:16.600
there are partners who will step in as third party

5174
03:38:16.600 --> 03:38:18.600
and take on that risk for you for price.

5175
03:38:18.600 --> 03:38:20.600
And so I prefer,

5176
03:38:20.600 --> 03:38:21.600
can I get the prepayment?

5177
03:38:21.600 --> 03:38:22.600
Because it's easiest and fastest.

5178
03:38:22.600 --> 03:38:23.600
If not,

5179
03:38:23.600 --> 03:38:25.600
I usually have a third party that I set up

5180
03:38:25.600 --> 03:38:27.600
so that my customers can get financing.

5181
03:38:27.600 --> 03:38:29.600
If we don't move past either of these two things,

5182
03:38:29.600 --> 03:38:32.600
then I try to go with a partial with some level of discount,

5183
03:38:32.600 --> 03:38:33.600
not as much as here,

5184
03:38:33.600 --> 03:38:34.600
but a little bit.

5185
03:38:34.600 --> 03:38:36.600
And if they still say no,

5186
03:38:37.600 --> 03:38:39.600
then I go for continuity.

5187
03:38:41.600 --> 03:38:42.600
Which is,

5188
03:38:42.600 --> 03:38:44.600
why don't we just make a payment plan on the thing?

5189
03:38:44.600 --> 03:38:45.600
And in this particular business,

5190
03:38:45.600 --> 03:38:46.600
because what they were doing before

5191
03:38:46.600 --> 03:38:48.600
was simply rebooking people

5192
03:38:48.600 --> 03:38:50.600
for another section of service,

5193
03:38:50.600 --> 03:38:52.600
we just had this be the automatic,

5194
03:38:52.600 --> 03:38:53.600
like everyone gets rebooked.

5195
03:38:53.600 --> 03:38:54.600
And that became,

5196
03:38:54.600 --> 03:38:55.600
that became an internal saying,

5197
03:38:55.600 --> 03:38:56.600
like,

5198
03:38:56.600 --> 03:38:59.600
I like having mantras within sales teams,

5199
03:38:59.600 --> 03:39:00.600
which is like,

5200
03:39:00.600 --> 03:39:01.600
everyone buys something.

5201
03:39:02.600 --> 03:39:03.600
Like, everyone buys something.

5202
03:39:03.600 --> 03:39:05.600
There's no reason someone should not buy something.

5203
03:39:05.600 --> 03:39:06.600
And so,

5204
03:39:06.600 --> 03:39:07.600
sure, we'll get a repripe,

5205
03:39:07.600 --> 03:39:08.600
maybe a partial.

5206
03:39:08.600 --> 03:39:10.600
Okay, fine, we'll do a payment plan that's,

5207
03:39:10.600 --> 03:39:11.600
whatever, call it,

5208
03:39:11.600 --> 03:39:13.600
you know, 250 times four.

5209
03:39:13.600 --> 03:39:14.600
Great, that's our $1,000 plan.

5210
03:39:14.600 --> 03:39:16.600
That's our $1,000 plan.

5211
03:39:16.600 --> 03:39:17.600
That we're getting people to buy

5212
03:39:17.600 --> 03:39:18.600
and to pay 250 today,

5213
03:39:18.600 --> 03:39:19.600
and then three more times.

5214
03:39:19.600 --> 03:39:21.600
And you can do it every other month

5215
03:39:21.600 --> 03:39:22.600
if it's a more,

5216
03:39:22.600 --> 03:39:23.600
a intermittent service,

5217
03:39:23.600 --> 03:39:24.600
whatever,

5218
03:39:24.600 --> 03:39:26.600
maps the payments to when they get delivery.

5219
03:39:27.600 --> 03:39:28.600
And then, finally,

5220
03:39:28.600 --> 03:39:29.600
they're like,

5221
03:39:29.600 --> 03:39:30.600
well, I can't do any of those things.

5222
03:39:30.600 --> 03:39:31.600
So, let's just,

5223
03:39:31.600 --> 03:39:32.600
let's just book the next time you want to come in.

5224
03:39:32.600 --> 03:39:33.600
That's it.

5225
03:39:33.600 --> 03:39:35.600
And so, this is the final of the process

5226
03:39:35.600 --> 03:39:36.600
in terms of,

5227
03:39:36.600 --> 03:39:37.600
in terms of the step-downs

5228
03:39:37.600 --> 03:39:38.600
that we might offer someone.

5229
03:39:38.600 --> 03:39:40.600
We just walk through this whole process

5230
03:39:40.600 --> 03:39:41.600
and you're like,

5231
03:39:41.600 --> 03:39:42.600
wow, maybe that's a lot of work.

5232
03:39:42.600 --> 03:39:43.600
I have to use my brain power,

5233
03:39:43.600 --> 03:39:44.600
but welcome to business.

5234
03:39:44.600 --> 03:39:46.600
But let me tell you why it's worth it.

5235
03:39:46.600 --> 03:39:48.600
So, these are the actual stats,

5236
03:39:48.600 --> 03:39:49.600
and I put the numbers without the names

5237
03:39:49.600 --> 03:39:50.600
to keep a nice open loop for you.

5238
03:39:50.600 --> 03:39:51.600
So, number one is that,

5239
03:39:51.600 --> 03:39:53.600
they had 9% of revenue

5240
03:39:53.600 --> 03:39:56.600
that was recurring within this product line.

5241
03:39:56.600 --> 03:39:57.600
All right?

5242
03:39:57.600 --> 03:39:58.600
So, they had 9% that was curing.

5243
03:39:58.600 --> 03:40:01.600
After we implemented this process,

5244
03:40:01.600 --> 03:40:03.600
60%,

5245
03:40:03.600 --> 03:40:05.600
they took this 9% to 60%

5246
03:40:05.600 --> 03:40:07.600
of this product line within the company.

5247
03:40:07.600 --> 03:40:09.600
So, awesome.

5248
03:40:09.600 --> 03:40:10.600
Number two,

5249
03:40:10.600 --> 03:40:14.600
they had basically no membership at all

5250
03:40:14.600 --> 03:40:15.600
because they just weren't,

5251
03:40:15.600 --> 03:40:16.600
they wasn't even an option,

5252
03:40:16.600 --> 03:40:17.600
not really.

5253
03:40:17.600 --> 03:40:19.600
And we were to push that to 30,

5254
03:40:19.600 --> 03:40:21.600
that's a 30,

5255
03:40:21.600 --> 03:40:24.600
30% into memberships.

5256
03:40:24.600 --> 03:40:25.600
This included payment plans.

5257
03:40:25.600 --> 03:40:27.600
This is just memberships.

5258
03:40:28.600 --> 03:40:29.600
And then,

5259
03:40:29.600 --> 03:40:31.600
we went from getting one additional extra visit

5260
03:40:31.600 --> 03:40:32.600
on average per person,

5261
03:40:32.600 --> 03:40:33.600
meaning two,

5262
03:40:33.600 --> 03:40:37.600
to getting four to six visits

5263
03:40:37.600 --> 03:40:38.600
per customer

5264
03:40:38.600 --> 03:40:40.600
by introducing this sales process.

5265
03:40:40.600 --> 03:40:42.600
And from a money perspective,

5266
03:40:42.600 --> 03:40:43.600
we went from $20,000

5267
03:40:43.600 --> 03:40:45.600
when we bought the business.

5268
03:40:45.600 --> 03:40:46.600
So, mind you,

5269
03:40:46.600 --> 03:40:48.600
this business made a lot more money

5270
03:40:48.600 --> 03:40:50.600
than this single product line

5271
03:40:50.600 --> 03:40:51.600
or the service line.

5272
03:40:51.600 --> 03:40:53.600
But this is where I wanted to invest my time

5273
03:40:53.600 --> 03:40:55.600
because I thought there was a huge opportunity here

5274
03:40:55.600 --> 03:40:57.600
because I saw from the secret shopper

5275
03:40:57.600 --> 03:40:58.600
or from the constraints,

5276
03:40:58.600 --> 03:40:59.600
I thought this was a big area of attack.

5277
03:40:59.600 --> 03:41:00.600
And so,

5278
03:41:00.600 --> 03:41:01.600
they were only 20,000 a month

5279
03:41:01.600 --> 03:41:02.600
with their own business sizes,

5280
03:41:02.600 --> 03:41:03.600
not a lot.

5281
03:41:03.600 --> 03:41:04.600
And then,

5282
03:41:04.600 --> 03:41:05.600
however many of you have ever been

5283
03:41:05.600 --> 03:41:06.600
dots this later,

5284
03:41:06.600 --> 03:41:10.600
over 250,000 per month

5285
03:41:10.600 --> 03:41:12.600
and added.

5286
03:41:12.600 --> 03:41:14.600
And it continues to grow.

5287
03:41:14.600 --> 03:41:15.600
And this compounds.

5288
03:41:15.600 --> 03:41:17.600
And that's the beauty of this type

5289
03:41:17.600 --> 03:41:18.600
of sales process

5290
03:41:18.600 --> 03:41:20.600
and repackaging of what someone already sells.

5291
03:41:20.600 --> 03:41:21.600
And so,

5292
03:41:21.600 --> 03:41:23.600
we went from $9 to $60,000 to $30%

5293
03:41:23.600 --> 03:41:24.600
of memberships

5294
03:41:24.600 --> 03:41:25.600
from one visit to four to six visits

5295
03:41:25.600 --> 03:41:27.600
and from 20 to $250,000

5296
03:41:27.600 --> 03:41:28.600
between more than 10x

5297
03:41:28.600 --> 03:41:30.600
the recurring revenue of this business

5298
03:41:30.600 --> 03:41:32.600
by following a diagnostic process

5299
03:41:32.600 --> 03:41:33.600
rather than just selling

5300
03:41:33.600 --> 03:41:34.600
some traditional one-off thing.

5301
03:41:34.600 --> 03:41:35.600
The first thing you have to learn

5302
03:41:35.600 --> 03:41:36.600
how to do is how to sell.

5303
03:41:36.600 --> 03:41:38.600
The second thing you have to learn how to do

5304
03:41:38.600 --> 03:41:40.600
is get someone else to sell for you.

5305
03:41:40.600 --> 03:41:41.600
And so, in this video,

5306
03:41:41.600 --> 03:41:42.600
I break down how we scaled

5307
03:41:42.600 --> 03:41:43.600
a new sales department

5308
03:41:43.600 --> 03:41:45.600
from zero to 40 sales reps

5309
03:41:45.600 --> 03:41:47.600
doing 5 million plus per month

5310
03:41:47.600 --> 03:41:49.600
in sales within 90 days.

5311
03:41:49.600 --> 03:41:52.600
So, before I explain the $21.6 million increase,

5312
03:41:52.600 --> 03:41:53.600
let me kind of give you some context

5313
03:41:53.600 --> 03:41:54.600
on this business

5314
03:41:54.600 --> 03:41:55.600
and where it was in the life cycle.

5315
03:41:55.600 --> 03:41:57.600
We brought in mercenaries.

5316
03:41:57.600 --> 03:41:58.600
So, when I say mercenaries,

5317
03:41:58.600 --> 03:42:00.600
I mean an outsource sales team.

5318
03:42:00.600 --> 03:42:01.600
The founder of the business

5319
03:42:01.600 --> 03:42:03.600
had never been in sales at all.

5320
03:42:03.600 --> 03:42:04.600
He'd never gone on the phone.

5321
03:42:04.600 --> 03:42:05.600
He'd never done a door to door.

5322
03:42:05.600 --> 03:42:06.600
He'd never done anything

5323
03:42:06.600 --> 03:42:07.600
related to getting a stranger

5324
03:42:07.600 --> 03:42:08.600
to give him money one-on-one.

5325
03:42:08.600 --> 03:42:09.600
I thought he was too risky

5326
03:42:09.600 --> 03:42:11.600
to try and have somebody's

5327
03:42:11.600 --> 03:42:13.600
completely new to it,

5328
03:42:13.600 --> 03:42:15.600
try and start from scratch.

5329
03:42:15.600 --> 03:42:16.600
And so, I called somebody

5330
03:42:16.600 --> 03:42:17.600
in my network,

5331
03:42:17.600 --> 03:42:18.600
and I said,

5332
03:42:18.600 --> 03:42:19.600
hey, do you want to make a bunch of money?

5333
03:42:19.600 --> 03:42:20.600
And he said,

5334
03:42:20.600 --> 03:42:21.600
yes.

5335
03:42:21.600 --> 03:42:22.600
Can you round up some of your guys

5336
03:42:22.600 --> 03:42:23.600
and start taking calls

5337
03:42:23.600 --> 03:42:24.600
for this company that I have?

5338
03:42:24.600 --> 03:42:26.600
And so, they started taking sales

5339
03:42:26.600 --> 03:42:28.600
and we started making more money.

5340
03:42:28.600 --> 03:42:29.600
We have a W.

5341
03:42:29.600 --> 03:42:30.600
Money up, W.

5342
03:42:30.600 --> 03:42:31.600
Fantastic.

5343
03:42:31.600 --> 03:42:32.600
And in a second,

5344
03:42:32.600 --> 03:42:33.600
I'll walk you through all the statistics

5345
03:42:33.600 --> 03:42:34.600
of what the mercenaries

5346
03:42:34.600 --> 03:42:35.600
and the outhouse team did,

5347
03:42:35.600 --> 03:42:37.600
which then led us to

5348
03:42:37.600 --> 03:42:39.600
a fully in-house team.

5349
03:42:39.600 --> 03:42:41.600
Now, as you can imagine,

5350
03:42:41.600 --> 03:42:43.600
going from zero sales guys

5351
03:42:43.600 --> 03:42:44.600
to 40 sales guys

5352
03:42:44.600 --> 03:42:46.600
in a fresh company is hard.

5353
03:42:46.600 --> 03:42:47.600
But let me explain

5354
03:42:47.600 --> 03:42:48.600
some of the problems

5355
03:42:48.600 --> 03:42:49.600
with the mercenaries

5356
03:42:49.600 --> 03:42:50.600
and then I'll walk you through the actual stats.

5357
03:42:50.600 --> 03:42:52.600
So, there were three main problems

5358
03:42:52.600 --> 03:42:53.600
with the mercenaries.

5359
03:42:53.600 --> 03:42:54.600
All right, problem number one

5360
03:42:54.600 --> 03:42:56.600
is that we were giving them

5361
03:42:56.600 --> 03:42:58.600
20% of the revenue.

5362
03:42:58.600 --> 03:42:59.600
All right.

5363
03:42:59.600 --> 03:43:00.600
Now, this is something

5364
03:43:00.600 --> 03:43:02.600
that I was vehemently against

5365
03:43:02.600 --> 03:43:04.600
to be very honest with you.

5366
03:43:04.600 --> 03:43:05.600
In this particular company,

5367
03:43:05.600 --> 03:43:06.600
I was in minority position.

5368
03:43:06.600 --> 03:43:07.600
I said it's ultimately your call.

5369
03:43:07.600 --> 03:43:08.600
I was like,

5370
03:43:08.600 --> 03:43:09.600
but I would not do it at this percentage.

5371
03:43:09.600 --> 03:43:10.600
They decided to move forward with it.

5372
03:43:10.600 --> 03:43:11.600
Anyways,

5373
03:43:11.600 --> 03:43:12.600
and hey, we made money.

5374
03:43:12.600 --> 03:43:13.600
There was a W there.

5375
03:43:13.600 --> 03:43:14.600
But it was a problem.

5376
03:43:14.600 --> 03:43:15.600
20% of revenue coming in

5377
03:43:15.600 --> 03:43:17.600
is a big fucking check.

5378
03:43:17.600 --> 03:43:18.600
The sales team company

5379
03:43:18.600 --> 03:43:19.600
was arguing,

5380
03:43:19.600 --> 03:43:20.600
we can't get the top guys

5381
03:43:20.600 --> 03:43:21.600
to sell unless we give them

5382
03:43:21.600 --> 03:43:22.600
a really big rip.

5383
03:43:22.600 --> 03:43:23.600
That's sales slang.

5384
03:43:23.600 --> 03:43:24.600
Big commission.

5385
03:43:24.600 --> 03:43:26.600
So, we had to give them 20%

5386
03:43:26.600 --> 03:43:27.600
of the revenue that they collected

5387
03:43:27.600 --> 03:43:29.600
as commission to the mercenaries team,

5388
03:43:29.600 --> 03:43:30.600
the outhouse sales team.

5389
03:43:30.600 --> 03:43:32.600
The second problem that came up

5390
03:43:32.600 --> 03:43:35.600
is related to performance.

5391
03:43:35.600 --> 03:43:37.600
They were getting less than 30%

5392
03:43:37.600 --> 03:43:39.600
of people to ascend,

5393
03:43:39.600 --> 03:43:41.600
meaning people who buy the first thing

5394
03:43:41.600 --> 03:43:42.600
to buy the next thing.

5395
03:43:42.600 --> 03:43:44.600
And we wanted it to be hired in that.

5396
03:43:44.600 --> 03:43:46.600
Or I believe that it should be hired in that.

5397
03:43:46.600 --> 03:43:47.600
We're paying a lot

5398
03:43:47.600 --> 03:43:49.600
and we're not getting as much out as we want.

5399
03:43:49.600 --> 03:43:51.600
The third problem with the outhouse sales team,

5400
03:43:51.600 --> 03:43:52.600
and this is one that I think

5401
03:43:52.600 --> 03:43:53.600
more long-term about

5402
03:43:53.600 --> 03:43:54.600
because I'm an investor in the business,

5403
03:43:54.600 --> 03:43:57.600
is the sellability

5404
03:43:57.600 --> 03:43:59.600
and enterprise value of the business,

5405
03:43:59.600 --> 03:44:01.600
meaning in the future,

5406
03:44:01.600 --> 03:44:02.600
we'd like to sell the company

5407
03:44:02.600 --> 03:44:03.600
at some point, probably.

5408
03:44:03.600 --> 03:44:05.600
And even if you don't want to sell a business,

5409
03:44:05.600 --> 03:44:07.600
creating a sellable business

5410
03:44:07.600 --> 03:44:08.600
still makes the business more valuable.

5411
03:44:08.600 --> 03:44:10.600
And so, if you can make a business

5412
03:44:10.600 --> 03:44:11.600
more valuable to a stranger,

5413
03:44:11.600 --> 03:44:13.600
it also becomes more valuable to you.

5414
03:44:13.600 --> 03:44:15.600
If you have an outsourced sales team,

5415
03:44:15.600 --> 03:44:17.600
something that exists outside of the business,

5416
03:44:17.600 --> 03:44:20.600
that's responsible for 20, 30, 40% of the revenue

5417
03:44:20.600 --> 03:44:21.600
in the business,

5418
03:44:21.600 --> 03:44:22.600
then that could be a material issue.

5419
03:44:22.600 --> 03:44:25.600
That's why we decided to look at these three things

5420
03:44:25.600 --> 03:44:26.600
and say, all right,

5421
03:44:26.600 --> 03:44:28.600
let's see if we can move this in-house.

5422
03:44:28.600 --> 03:44:30.600
I'm going to walk you through first the funnel

5423
03:44:30.600 --> 03:44:32.600
kind of before and after,

5424
03:44:32.600 --> 03:44:33.600
and then I'll walk you through the process

5425
03:44:33.600 --> 03:44:34.600
that we did to fix it,

5426
03:44:34.600 --> 03:44:36.600
or swap it over.

5427
03:44:36.600 --> 03:44:39.600
That resulted in the $21.6 million increase in profit,

5428
03:44:39.600 --> 03:44:40.600
not revenue, profit.

5429
03:44:40.600 --> 03:44:42.600
The way that this process was structured

5430
03:44:42.600 --> 03:44:44.600
is we had a two-call setup.

5431
03:44:44.600 --> 03:44:47.600
We've got a percentage of people who schedule a call,

5432
03:44:47.600 --> 03:44:49.600
a percentage of people who show to the call,

5433
03:44:49.600 --> 03:44:52.600
and then schedule the next thing,

5434
03:44:52.600 --> 03:44:54.600
then they have to show to the next thing,

5435
03:44:54.600 --> 03:44:56.600
and they go to the next call,

5436
03:44:56.600 --> 03:44:58.600
and then do they buy?

5437
03:44:58.600 --> 03:45:00.600
So, let me walk you through the stats here.

5438
03:45:00.600 --> 03:45:01.600
Because everyone who bought the product

5439
03:45:01.600 --> 03:45:03.600
had a first call that they wanted to.

5440
03:45:03.600 --> 03:45:07.600
100% of people were scheduled to show up for this call.

5441
03:45:07.600 --> 03:45:08.600
With the outsourced sales team,

5442
03:45:08.600 --> 03:45:12.600
we had 74% of people who were actually showing for the call.

5443
03:45:12.600 --> 03:45:14.600
Once they got on the call,

5444
03:45:14.600 --> 03:45:19.600
we were able to get 53% to schedule the follow-up call.

5445
03:45:19.600 --> 03:45:22.600
And so, some people call this a qualification call,

5446
03:45:22.600 --> 03:45:24.600
which is if you're going to sell something else,

5447
03:45:24.600 --> 03:45:25.600
you want to make sure the person actually fits

5448
03:45:25.600 --> 03:45:26.600
for the thing you sell.

5449
03:45:26.600 --> 03:45:27.600
It makes sense, right?

5450
03:45:27.600 --> 03:45:28.600
You want to make sure they have the problem to solve

5451
03:45:28.600 --> 03:45:29.600
and the money to spend.

5452
03:45:29.600 --> 03:45:31.600
With the 53%,

5453
03:45:31.600 --> 03:45:34.600
the outsourced team wanted to only give their closures

5454
03:45:34.600 --> 03:45:36.600
because he's trying to optimize for his dollars per hour

5455
03:45:36.600 --> 03:45:37.600
for his team,

5456
03:45:37.600 --> 03:45:39.600
only the easiest closes.

5457
03:45:39.600 --> 03:45:40.600
So, they weren't willing to take calls.

5458
03:45:40.600 --> 03:45:43.600
They weren't already sure we're going to close.

5459
03:45:43.600 --> 03:45:44.600
So, because of that,

5460
03:45:44.600 --> 03:45:47.600
they're only passing 53% or almost half to the next call.

5461
03:45:47.600 --> 03:45:49.600
Now, again, this is just scheduling.

5462
03:45:49.600 --> 03:45:50.600
Now, from here,

5463
03:45:50.600 --> 03:45:53.600
we had 63% showing up to call two.

5464
03:45:53.600 --> 03:45:55.600
So, this is call one.

5465
03:45:55.600 --> 03:45:57.600
This is call two.

5466
03:45:57.600 --> 03:45:59.600
Now, this is the close call.

5467
03:45:59.600 --> 03:46:00.600
This is the set call.

5468
03:46:00.600 --> 03:46:01.600
This is the close.

5469
03:46:01.600 --> 03:46:02.600
I'll just put the set.

5470
03:46:02.600 --> 03:46:03.600
This is the close.

5471
03:46:03.600 --> 03:46:05.600
So, the last box we got to fill in here

5472
03:46:05.600 --> 03:46:07.600
is how many people were they actually selling?

5473
03:46:07.600 --> 03:46:10.600
And they were getting 80% of people

5474
03:46:10.600 --> 03:46:12.600
who showed to the second call,

5475
03:46:12.600 --> 03:46:14.600
the close call, two buy.

5476
03:46:14.600 --> 03:46:17.600
And so, that is where money came out the other side.

5477
03:46:17.600 --> 03:46:19.600
Alright, so let's walk through the math

5478
03:46:19.600 --> 03:46:22.600
as if 100 people bought the product.

5479
03:46:22.600 --> 03:46:24.600
So, if 100 people bought the product,

5480
03:46:24.600 --> 03:46:26.600
then it means that we'd have 74%,

5481
03:46:26.600 --> 03:46:28.600
74% of 174 people

5482
03:46:28.600 --> 03:46:30.600
who would show up to this first call.

5483
03:46:30.600 --> 03:46:34.600
Now, of the 74 people, 53%,

5484
03:46:34.600 --> 03:46:36.600
so about 37 of them

5485
03:46:36.600 --> 03:46:39.600
would then schedule for the second call.

5486
03:46:39.600 --> 03:46:42.600
Of the 37 people who schedule for the second call,

5487
03:46:42.600 --> 03:46:45.600
we're going to have 22, so 63%,

5488
03:46:45.600 --> 03:46:48.600
22 of them are actually going to show up to this close call.

5489
03:46:48.600 --> 03:46:52.600
Now, 80% of these 22 are going to close,

5490
03:46:52.600 --> 03:46:55.600
which means we'd have about 20 sales

5491
03:46:55.600 --> 03:46:59.600
or 20% of that front end that it sends.

5492
03:46:59.600 --> 03:47:01.600
Now, remember, I said at the very beginning,

5493
03:47:01.600 --> 03:47:06.600
one of the problems is that we wanted to be close to 30.

5494
03:47:07.600 --> 03:47:08.600
This is the issue.

5495
03:47:08.600 --> 03:47:10.600
And so, I want to be very clear,

5496
03:47:10.600 --> 03:47:11.600
a big part of this was the price

5497
03:47:11.600 --> 03:47:12.600
when we were selling it

5498
03:47:12.600 --> 03:47:13.600
and the fact that we were selling people

5499
03:47:13.600 --> 03:47:15.600
who were already customers.

5500
03:47:15.600 --> 03:47:17.600
We're not selling cold traffic here.

5501
03:47:17.600 --> 03:47:19.600
We're selling people who already bought this,

5502
03:47:19.600 --> 03:47:20.600
already demonstrated an interest

5503
03:47:20.600 --> 03:47:22.600
and we're saying, do you want more help with that thing?

5504
03:47:22.600 --> 03:47:23.600
So, we thought it should be much higher.

5505
03:47:23.600 --> 03:47:25.600
So, there's five steps that we broke down

5506
03:47:25.600 --> 03:47:27.600
that we had to do to go from

5507
03:47:27.600 --> 03:47:29.600
out-of-house team mercenaries

5508
03:47:29.600 --> 03:47:31.600
to in-house sales team.

5509
03:47:31.600 --> 03:47:34.600
And the first one started with hiring a director.

5510
03:47:34.600 --> 03:47:35.600
Now, right off the bat,

5511
03:47:35.600 --> 03:47:37.600
let me explain our thinking process before I explain

5512
03:47:37.600 --> 03:47:39.600
who we were looking for and how we found them.

5513
03:47:39.600 --> 03:47:41.600
Listen, you don't want to hire 40 people, right?

5514
03:47:41.600 --> 03:47:43.600
You were thinking, okay, I want to hire one person

5515
03:47:43.600 --> 03:47:46.600
who can then hire 40 people

5516
03:47:48.600 --> 03:47:49.600
times a lot more circles, right?

5517
03:47:49.600 --> 03:47:51.600
It's even long to write it out.

5518
03:47:51.600 --> 03:47:53.600
All right, it's an old investor saying

5519
03:47:53.600 --> 03:47:54.600
which is hire one to hire 10.

5520
03:47:54.600 --> 03:47:56.600
We're going to hire the one person not the 40.

5521
03:47:56.600 --> 03:47:58.600
That's the main decision.

5522
03:47:58.600 --> 03:48:00.600
After that, what we're looking for is who,

5523
03:48:00.600 --> 03:48:02.600
who we're looking for, what do they look like,

5524
03:48:02.600 --> 03:48:05.600
and then how, are we going to find them, okay?

5525
03:48:05.600 --> 03:48:07.600
Now, from a hoop perspective,

5526
03:48:07.600 --> 03:48:10.600
we wanted someone who had been there done that.

5527
03:48:10.600 --> 03:48:12.600
Which means specifically,

5528
03:48:12.600 --> 03:48:14.600
somebody who sold this type of product

5529
03:48:14.600 --> 03:48:15.600
and this type of industry

5530
03:48:15.600 --> 03:48:18.600
and ideally scaled a big team

5531
03:48:18.600 --> 03:48:20.600
and knows how to coach up new salespeople.

5532
03:48:20.600 --> 03:48:22.600
So, that's what bin there means for us

5533
03:48:22.600 --> 03:48:24.600
for this particular role.

5534
03:48:24.600 --> 03:48:27.600
The next thing is you want the person to be metrics driven.

5535
03:48:27.600 --> 03:48:29.600
So, one of the easiest ways that you can measure

5536
03:48:29.600 --> 03:48:31.600
is someone's proficiency in any skills,

5537
03:48:31.600 --> 03:48:32.600
this little prototype.

5538
03:48:32.600 --> 03:48:34.600
The quality and quantity of metrics

5539
03:48:34.600 --> 03:48:37.600
that someone explains about how they do their job

5540
03:48:37.600 --> 03:48:40.600
is directly correlated with how good they are at the job.

5541
03:48:40.600 --> 03:48:42.600
And so, if someone's like, hey,

5542
03:48:42.600 --> 03:48:44.600
I'm an amazing HR person.

5543
03:48:44.600 --> 03:48:46.600
And I say, cool, what metrics do you track?

5544
03:48:46.600 --> 03:48:49.600
And they're like, well, the happiness of the team.

5545
03:48:49.600 --> 03:48:51.600
And I'd be like, what else do you track?

5546
03:48:51.600 --> 03:48:53.600
How many complaints I get on payroll?

5547
03:48:53.600 --> 03:48:55.600
I'd be like, okay, what else do you track?

5548
03:48:55.600 --> 03:48:57.600
But, order that they tell me the metrics they're looking at

5549
03:48:57.600 --> 03:48:59.600
and what they track is going to tell me what they care about,

5550
03:48:59.600 --> 03:49:01.600
what they pay attention to

5551
03:49:01.600 --> 03:49:03.600
and their level of expertise.

5552
03:49:03.600 --> 03:49:05.600
Now, on the flip side, if someone says, hey,

5553
03:49:05.600 --> 03:49:07.600
I like to take companies from one average,

5554
03:49:07.600 --> 03:49:09.600
a 45-day time to fill to 20-day time to fill

5555
03:49:09.600 --> 03:49:11.600
because we know that every day that a company

5556
03:49:11.600 --> 03:49:13.600
doesn't have some of the need, they're losing money,

5557
03:49:13.600 --> 03:49:14.600
there's opportunity costs that revenue

5558
03:49:14.600 --> 03:49:16.600
they should be making by not having them.

5559
03:49:16.600 --> 03:49:18.600
This is really interesting because they're connecting

5560
03:49:18.600 --> 03:49:20.600
their metrics to the company's revenue.

5561
03:49:20.600 --> 03:49:22.600
And so, how people talk about the metrics

5562
03:49:22.600 --> 03:49:23.600
and which metrics they track

5563
03:49:23.600 --> 03:49:25.600
and connect those with how it makes the company more money

5564
03:49:25.600 --> 03:49:27.600
will show you how good they are or what they do.

5565
03:49:27.600 --> 03:49:31.600
The third one is just kind of the, I would say demeanor.

5566
03:49:31.600 --> 03:49:33.600
Now, I've hired a lot of salespeople

5567
03:49:33.600 --> 03:49:35.600
and sales directors in my life.

5568
03:49:35.600 --> 03:49:38.600
And the personality of a sales leader

5569
03:49:38.600 --> 03:49:41.600
is usually not the same as the personality

5570
03:49:41.600 --> 03:49:42.600
of a sales killer.

5571
03:49:42.600 --> 03:49:44.600
Now, there are some superstars who can do both,

5572
03:49:44.600 --> 03:49:46.600
but it's rarer.

5573
03:49:46.600 --> 03:49:48.600
Oftentimes, the demeanor of sales directors

5574
03:49:48.600 --> 03:49:50.600
is a little bit more even-keeled, usually more humble,

5575
03:49:50.600 --> 03:49:52.600
very servant-oriented.

5576
03:49:52.600 --> 03:49:54.600
They have to be people-people.

5577
03:49:54.600 --> 03:49:55.600
They have to be the type of person

5578
03:49:55.600 --> 03:49:57.600
who wants to pour into the team

5579
03:49:57.600 --> 03:50:00.600
and loves watching someone improve their skill set

5580
03:50:00.600 --> 03:50:03.600
and can repeat the same directions over and over

5581
03:50:03.600 --> 03:50:05.600
and over again without losing enthusiasm.

5582
03:50:05.600 --> 03:50:06.600
That's who you want.

5583
03:50:06.600 --> 03:50:08.600
You want somebody who's like an energizer bunny

5584
03:50:08.600 --> 03:50:10.600
of positive vibes because for the most part,

5585
03:50:10.600 --> 03:50:13.600
sales director is just performance management.

5586
03:50:13.600 --> 03:50:15.600
They manage the culture of the team.

5587
03:50:15.600 --> 03:50:17.600
The output of the entire team

5588
03:50:17.600 --> 03:50:19.600
is the direct function of the sales director.

5589
03:50:19.600 --> 03:50:21.600
And so, if you think about this, like,

5590
03:50:21.600 --> 03:50:22.600
or something, you can switch the coaches

5591
03:50:22.600 --> 03:50:24.600
and all of a sudden, the whole team does way better.

5592
03:50:24.600 --> 03:50:26.600
It's because the coach drives the culture

5593
03:50:26.600 --> 03:50:29.600
in the team that drives the performance in the output.

5594
03:50:29.600 --> 03:50:31.600
And so, that is what they're responsible for.

5595
03:50:31.600 --> 03:50:33.600
And so, if they don't have values,

5596
03:50:33.600 --> 03:50:34.600
everything else that comes from the team

5597
03:50:34.600 --> 03:50:36.600
is going to be a deluded version of them.

5598
03:50:36.600 --> 03:50:37.600
Now, we go to the house.

5599
03:50:37.600 --> 03:50:39.600
You're like, okay, well, that sounds like an amazing

5600
03:50:39.600 --> 03:50:40.600
unicorn, Alex.

5601
03:50:40.600 --> 03:50:42.600
How do you find that person who's going to replace this?

5602
03:50:42.600 --> 03:50:45.600
Well, I personally have a relatively large network of salespeople.

5603
03:50:45.600 --> 03:50:47.600
And so, one of the big things here

5604
03:50:47.600 --> 03:50:49.600
is that you can either-

5605
03:50:49.600 --> 03:50:51.600
this is the core four, by the way.

5606
03:50:51.600 --> 03:50:53.600
You can do outreach,

5607
03:50:53.600 --> 03:50:55.600
which means you reach out to strangers

5608
03:50:55.600 --> 03:50:57.600
who you think might fit the role.

5609
03:50:57.600 --> 03:50:59.600
You can run ads.

5610
03:50:59.600 --> 03:51:02.600
So, you run ads to go get more people.

5611
03:51:02.600 --> 03:51:04.600
Content, you can also do recruiter.

5612
03:51:04.600 --> 03:51:05.600
I've used all of these.

5613
03:51:05.600 --> 03:51:07.600
All right, so there's pros and cons to each of them.

5614
03:51:07.600 --> 03:51:09.600
But what I will do is I'm going to cross out two of these

5615
03:51:09.600 --> 03:51:10.600
early for most of you.

5616
03:51:10.600 --> 03:51:13.600
Most people think that you can run ads for these types of roles.

5617
03:51:13.600 --> 03:51:15.600
The reality is, usually no.

5618
03:51:15.600 --> 03:51:17.600
The higher the role is,

5619
03:51:17.600 --> 03:51:18.600
the better the person is,

5620
03:51:18.600 --> 03:51:20.600
the less likely they're going to respond to an ad.

5621
03:51:20.600 --> 03:51:21.600
Because think about it.

5622
03:51:21.600 --> 03:51:24.600
An amazing sales director is always going to have a job.

5623
03:51:24.600 --> 03:51:26.600
And always give me making good money.

5624
03:51:26.600 --> 03:51:29.600
Now, they might not like their job as much as they could.

5625
03:51:29.600 --> 03:51:31.600
But they're going to keep making money.

5626
03:51:31.600 --> 03:51:36.600
And sales directors tend to be money-oriented in general.

5627
03:51:36.600 --> 03:51:38.600
And so, they're going to keep making money.

5628
03:51:38.600 --> 03:51:40.600
So, ads is probably not the way to get them.

5629
03:51:40.600 --> 03:51:42.600
Content, unless you have a salesperson audience,

5630
03:51:42.600 --> 03:51:44.600
probably not going to be the way.

5631
03:51:44.600 --> 03:51:45.600
You can always try it.

5632
03:51:45.600 --> 03:51:46.600
It's free.

5633
03:51:46.600 --> 03:51:48.600
I wouldn't say I'm going to bet the farm on this.

5634
03:51:48.600 --> 03:51:49.600
So, it's probably not going to be content.

5635
03:51:49.600 --> 03:51:51.600
And so, usually you're going to do one of these two,

5636
03:51:51.600 --> 03:51:53.600
which is you're going to get a recruiter to do it,

5637
03:51:53.600 --> 03:51:54.600
or you do it yourself.

5638
03:51:54.600 --> 03:51:57.600
But guess what a recruiter does?

5639
03:51:57.600 --> 03:51:58.600
They do outreach too.

5640
03:51:58.600 --> 03:51:59.600
I know this is going to sound crazy.

5641
03:51:59.600 --> 03:52:01.600
You message them.

5642
03:52:01.600 --> 03:52:03.600
And you say, hey, I've got this role.

5643
03:52:03.600 --> 03:52:05.600
And it looks like you're perfect for it.

5644
03:52:05.600 --> 03:52:07.600
Could I tell you about it?

5645
03:52:07.600 --> 03:52:09.600
Or, if you want to be a little less direct,

5646
03:52:09.600 --> 03:52:12.600
you can say, you're an amazing person who would be fit for this role.

5647
03:52:12.600 --> 03:52:14.600
Do you know anybody else like you?

5648
03:52:14.600 --> 03:52:16.600
They're going to be like, screw everybody else.

5649
03:52:16.600 --> 03:52:17.600
Talk to me.

5650
03:52:17.600 --> 03:52:19.600
Alex, how many people do I reach out to?

5651
03:52:19.600 --> 03:52:20.600
Five.

5652
03:52:20.600 --> 03:52:21.600
Five.

5653
03:52:21.600 --> 03:52:23.600
No one's going to read if you message five people.

5654
03:52:23.600 --> 03:52:24.600
Ten.

5655
03:52:24.600 --> 03:52:27.600
No one's going to read if you message ten people.

5656
03:52:27.600 --> 03:52:30.600
Reach out to a hundred to a thousand people.

5657
03:52:30.600 --> 03:52:32.600
And if you get to that one percent on the hundred,

5658
03:52:32.600 --> 03:52:33.600
and you haven't found it,

5659
03:52:33.600 --> 03:52:34.600
then you might have to go one percent on a thousand.

5660
03:52:34.600 --> 03:52:35.600
And that's okay, because remember,

5661
03:52:35.600 --> 03:52:37.600
would you rather have a top one percent sales director?

5662
03:52:37.600 --> 03:52:38.600
I sure is shitwood.

5663
03:52:38.600 --> 03:52:41.600
So, it's okay to turn down the first guy you talk to

5664
03:52:41.600 --> 03:52:44.600
just because he has a pulse and has one of these things.

5665
03:52:44.600 --> 03:52:46.600
It's like, okay, this guy talked about metrics,

5666
03:52:46.600 --> 03:52:48.600
but he was a dick.

5667
03:52:48.600 --> 03:52:51.600
And he actually doesn't have the experience that I'm looking for.

5668
03:52:51.600 --> 03:52:53.600
Well, then don't hire it.

5669
03:52:53.600 --> 03:52:55.600
The thing is, it's tough to do that when you're an entrepreneur,

5670
03:52:55.600 --> 03:52:57.600
because you're like, I'm bleeding every day.

5671
03:52:57.600 --> 03:52:58.600
The house is on fire.

5672
03:52:58.600 --> 03:52:59.600
I need this role.

5673
03:52:59.600 --> 03:53:03.600
But I promise you, it's way more painful to hire the person,

5674
03:53:03.600 --> 03:53:06.600
onboard them, spend two months getting them up.

5675
03:53:06.600 --> 03:53:09.600
Then they start hiring shitheads because they're a shithead.

5676
03:53:09.600 --> 03:53:12.600
And then all of a sudden, you're like, oh my God, I hate this whole team.

5677
03:53:12.600 --> 03:53:14.600
And so, even if you do get rid of the top,

5678
03:53:14.600 --> 03:53:16.600
you then have all the stuff they brought in underneath

5679
03:53:16.600 --> 03:53:17.600
and so you have to clean house.

5680
03:53:17.600 --> 03:53:19.600
And it's really, really painful.

5681
03:53:19.600 --> 03:53:21.600
And so, as much as you hire one to hire ten,

5682
03:53:21.600 --> 03:53:24.600
if you fire one, sometimes you have to fire ten.

5683
03:53:24.600 --> 03:53:25.600
And that sucks.

5684
03:53:25.600 --> 03:53:27.600
And so, getting this hire right is super important,

5685
03:53:27.600 --> 03:53:29.600
but it's also why we spend more time on it.

5686
03:53:29.600 --> 03:53:32.600
So, now that we hired our in-house sales director,

5687
03:53:32.600 --> 03:53:35.600
we want to rebuild the compensation structure, right?

5688
03:53:35.600 --> 03:53:37.600
Because remember, the 20% wasn't going to fly

5689
03:53:37.600 --> 03:53:39.600
because if we just flipped it to 20,

5690
03:53:39.600 --> 03:53:41.600
we might as well just save the effort, right?

5691
03:53:41.600 --> 03:53:43.600
So, we had to re-belt the incentive structure.

5692
03:53:43.600 --> 03:53:45.600
The problem that we had right now, if you remember,

5693
03:53:45.600 --> 03:53:47.600
was that we had the problem, I think it's problem one or problem two,

5694
03:53:47.600 --> 03:53:49.600
whatever, problem one, problem two, whatever it was.

5695
03:53:49.600 --> 03:53:52.600
20% of revenue was going to the outsource sales team.

5696
03:53:52.600 --> 03:53:54.600
So, we wanted to make sure we were less than that.

5697
03:53:54.600 --> 03:53:56.600
Our target was sub ten percent.

5698
03:53:56.600 --> 03:53:58.600
And that's usually around what I like to be in.

5699
03:53:58.600 --> 03:54:00.600
Now, I want to be very clear here.

5700
03:54:00.600 --> 03:54:02.600
There are things that this depends on.

5701
03:54:02.600 --> 03:54:05.600
So, if you're in a business where the salesman does self-gen,

5702
03:54:05.600 --> 03:54:07.600
meaning they generate their own leads.

5703
03:54:07.600 --> 03:54:09.600
So, if you're going out then and you're cold calling

5704
03:54:09.600 --> 03:54:12.600
or you're door knocking, then these percentages will be shifted

5705
03:54:12.600 --> 03:54:14.600
because you technically are a cost of acquisition.

5706
03:54:14.600 --> 03:54:16.600
You're both marketing and sales.

5707
03:54:16.600 --> 03:54:18.600
You're getting the leads and closing the leads.

5708
03:54:18.600 --> 03:54:20.600
If you're handing sales people leads,

5709
03:54:20.600 --> 03:54:22.600
if you're running ads, you have a media team

5710
03:54:22.600 --> 03:54:24.600
that then generates leads or prospects for a sales team,

5711
03:54:24.600 --> 03:54:26.600
then you basically have to split that cost

5712
03:54:26.600 --> 03:54:29.600
between the marketing team and the sales guys.

5713
03:54:29.600 --> 03:54:32.600
And so, given that, let me explain how I actually think about this.

5714
03:54:32.600 --> 03:54:33.600
What skills do I need?

5715
03:54:33.600 --> 03:54:35.600
How rare are those skills?

5716
03:54:35.600 --> 03:54:39.600
So, if I'm feeding softballs to somebody,

5717
03:54:39.600 --> 03:54:43.600
then I don't need Ken Griffey to hit it out of the park.

5718
03:54:43.600 --> 03:54:44.600
All right, for Gen Z.

5719
03:54:44.600 --> 03:54:45.600
Mookie Betts.

5720
03:54:45.600 --> 03:54:48.600
All right, I don't need Mookie Betts to knock it out of the park

5721
03:54:48.600 --> 03:54:49.600
because I'm soft tossing.

5722
03:54:49.600 --> 03:54:50.600
Right?

5723
03:54:50.600 --> 03:54:52.600
Anybody can probably rock it out of the park.

5724
03:54:52.600 --> 03:54:54.600
That's double layer up because at that level

5725
03:54:54.600 --> 03:54:55.600
because it's so much easier.

5726
03:54:55.600 --> 03:54:58.600
If you have crazy expectations, it's rarer

5727
03:54:58.600 --> 03:55:00.600
and they have more skills, so you got to pay more.

5728
03:55:00.600 --> 03:55:03.600
If it's something that's not a lot of skills and more common,

5729
03:55:03.600 --> 03:55:04.600
you can pay less.

5730
03:55:04.600 --> 03:55:07.600
And so, I just think how much would I need to pay

5731
03:55:07.600 --> 03:55:09.600
to attract the level of salesperson I need?

5732
03:55:09.600 --> 03:55:12.600
Our goal is to take it from 20% to around 10% or less

5733
03:55:12.600 --> 03:55:13.600
and rebuild the complaint.

5734
03:55:13.600 --> 03:55:17.600
You can think about compensation in two columns.

5735
03:55:17.600 --> 03:55:18.600
All right.

5736
03:55:18.600 --> 03:55:22.600
You've got money and not money.

5737
03:55:22.600 --> 03:55:24.600
All right, this is a very complicated system.

5738
03:55:24.600 --> 03:55:25.600
I don't want to get into the specifics.

5739
03:55:25.600 --> 03:55:26.600
A lot of physics behind this.

5740
03:55:26.600 --> 03:55:27.600
All right.

5741
03:55:27.600 --> 03:55:30.600
So you've got the money you give them for closing deals

5742
03:55:30.600 --> 03:55:32.600
and then you've got other shit.

5743
03:55:32.600 --> 03:55:39.600
And so that's recognition, praise, attention, approval,

5744
03:55:39.600 --> 03:55:42.600
perks, status.

5745
03:55:42.600 --> 03:55:44.600
If you publicly recognize them, if you have a leaderboard,

5746
03:55:44.600 --> 03:55:47.600
if you give them more attention, you actually train them more.

5747
03:55:47.600 --> 03:55:48.600
You give them more skills.

5748
03:55:48.600 --> 03:55:52.600
You say, hey, out of boy, awesome job, great day to day.

5749
03:55:52.600 --> 03:55:54.600
You say, hey, the guy who closes the most

5750
03:55:54.600 --> 03:55:56.600
gets to park in the nice parking lot.

5751
03:55:56.600 --> 03:55:58.600
And then status, like maybe when they close 100 sales,

5752
03:55:58.600 --> 03:55:59.600
they get a hat with a stripe on it.

5753
03:55:59.600 --> 03:56:02.600
When they close 1,000 sales, they get two stripes.

5754
03:56:02.600 --> 03:56:03.600
And so forth.

5755
03:56:03.600 --> 03:56:04.600
When you guys come on the team, they're like, fuck,

5756
03:56:04.600 --> 03:56:05.600
I want one of those hats, right?

5757
03:56:05.600 --> 03:56:07.600
Sales team six, let's go.

5758
03:56:07.600 --> 03:56:10.600
There's all these things that you can do to increase the value

5759
03:56:10.600 --> 03:56:12.600
of the job outside of money.

5760
03:56:12.600 --> 03:56:14.600
And as much as people, sales guys include it will be like,

5761
03:56:14.600 --> 03:56:15.600
that doesn't motivate me.

5762
03:56:15.600 --> 03:56:16.600
Sure, shit does.

5763
03:56:16.600 --> 03:56:17.600
All right.

5764
03:56:17.600 --> 03:56:18.600
It totally does.

5765
03:56:18.600 --> 03:56:19.600
Because make sure life better.

5766
03:56:19.600 --> 03:56:22.600
On the money side, there's a couple of ways to do this.

5767
03:56:22.600 --> 03:56:23.600
All right.

5768
03:56:23.600 --> 03:56:24.600
And so I'm going to explain how we did it.

5769
03:56:24.600 --> 03:56:26.600
We've made a lot of different compensation structures.

5770
03:56:26.600 --> 03:56:29.600
A lot of it depends on, again, the business that's involved.

5771
03:56:29.600 --> 03:56:31.600
Now, one of the big decisions we've made up front

5772
03:56:31.600 --> 03:56:37.600
was that we were going to comp centers and closers.

5773
03:56:37.600 --> 03:56:38.600
Now, why is that so important?

5774
03:56:38.600 --> 03:56:40.600
The funnel is throughput.

5775
03:56:40.600 --> 03:56:43.600
If I can increase my show up rate by 20%,

5776
03:56:43.600 --> 03:56:45.600
it's just as good as increasing my closure by 20%.

5777
03:56:45.600 --> 03:56:47.600
It makes no difference to the business.

5778
03:56:47.600 --> 03:56:50.600
They were just as equally weighted in terms of their value.

5779
03:56:50.600 --> 03:56:52.600
But again, how rare are the skills and what skills are required?

5780
03:56:52.600 --> 03:56:54.600
It's easier to set than it is to close.

5781
03:56:54.600 --> 03:56:56.600
Just as important, but easier.

5782
03:56:56.600 --> 03:56:58.600
Setters and closers equally important,

5783
03:56:58.600 --> 03:57:00.600
but rare to find a skill from closers

5784
03:57:00.600 --> 03:57:01.600
so they got paid a little bit more.

5785
03:57:01.600 --> 03:57:03.600
But setters still got commissions as well

5786
03:57:03.600 --> 03:57:06.600
to incentivize the fact that they would get people to show.

5787
03:57:06.600 --> 03:57:07.600
Cool.

5788
03:57:07.600 --> 03:57:10.600
So the way that I prefer to set up compensation structures,

5789
03:57:10.600 --> 03:57:14.600
the idea that I like to have is that I like WWE at the top,

5790
03:57:14.600 --> 03:57:15.600
which means winners win.

5791
03:57:15.600 --> 03:57:16.600
All right.

5792
03:57:16.600 --> 03:57:17.600
Which also means losers lose.

5793
03:57:17.600 --> 03:57:18.600
That's fine.

5794
03:57:18.600 --> 03:57:20.600
There's more fewer winners than there are losers.

5795
03:57:20.600 --> 03:57:25.600
What that means is you can have ratchets for compensation,

5796
03:57:25.600 --> 03:57:31.600
meaning if you close 50% of the people,

5797
03:57:31.600 --> 03:57:33.600
I'm just using an arbitrary number,

5798
03:57:33.600 --> 03:57:35.600
you get to keep your job.

5799
03:57:35.600 --> 03:57:40.600
If you close 60%, you get out of boys.

5800
03:57:40.600 --> 03:57:47.600
If you close 70%, your commission goes from 10% to 15%.

5801
03:57:47.600 --> 03:57:50.600
Ah, 50% increase, not bad.

5802
03:57:50.600 --> 03:57:54.600
If you close above 80%, you get 25%.

5803
03:57:54.600 --> 03:57:56.600
Whoa, right?

5804
03:57:56.600 --> 03:57:58.600
And so it ramps.

5805
03:57:58.600 --> 03:58:01.600
And so it allows the people who are absolute killers to crush

5806
03:58:01.600 --> 03:58:02.600
and then the people who are not,

5807
03:58:02.600 --> 03:58:04.600
guess what happens down here.

5808
03:58:07.600 --> 03:58:08.600
Turn.

5809
03:58:08.600 --> 03:58:10.600
But this is structural turn.

5810
03:58:10.600 --> 03:58:11.600
This is expected turn.

5811
03:58:11.600 --> 03:58:13.600
This is part of the game where this type of role,

5812
03:58:13.600 --> 03:58:15.600
like if you require work ethic,

5813
03:58:15.600 --> 03:58:17.600
you require practice, you require people to show up early,

5814
03:58:17.600 --> 03:58:19.600
work late, work weekends, take calls.

5815
03:58:19.600 --> 03:58:21.600
It requires a certain type of person.

5816
03:58:21.600 --> 03:58:22.600
And a lot of people aren't cut out for it,

5817
03:58:22.600 --> 03:58:24.600
which is also why most people don't make multiple six figures

5818
03:58:24.600 --> 03:58:25.600
or years selling.

5819
03:58:25.600 --> 03:58:27.600
We fix the compensation structure,

5820
03:58:27.600 --> 03:58:29.600
we comps, setters, and closers.

5821
03:58:29.600 --> 03:58:32.600
We ramped it so that the best guys would get more than 10%.

5822
03:58:32.600 --> 03:58:33.600
But we knew that as a team,

5823
03:58:33.600 --> 03:58:36.600
we averaged around, if you want to know the actual number was,

5824
03:58:36.600 --> 03:58:39.600
we got the overall, everything all in fully baked,

5825
03:58:39.600 --> 03:58:43.600
including the sales director for 9%.

5826
03:58:43.600 --> 03:58:46.600
But we are feeding them qualified prospects.

5827
03:58:46.600 --> 03:58:48.600
They're not even prospects, they're customers.

5828
03:58:48.600 --> 03:58:50.600
We already have their fucking credit card.

5829
03:58:50.600 --> 03:58:51.600
Like, we just had to say,

5830
03:58:51.600 --> 03:58:53.600
want more of the thing you just bought.

5831
03:58:53.600 --> 03:58:56.600
Want more help with that thing so you can get the outcome,

5832
03:58:56.600 --> 03:58:57.600
you just said you wanted.

5833
03:58:57.600 --> 03:58:59.600
Like, these are not hard sales.

5834
03:58:59.600 --> 03:59:00.600
And by doing this,

5835
03:59:00.600 --> 03:59:02.600
we got to move on to step three.

5836
03:59:02.600 --> 03:59:04.600
Now that we've rebuilt the incentive and comp plan

5837
03:59:04.600 --> 03:59:06.600
to get the types of sales guys that we want on the team,

5838
03:59:06.600 --> 03:59:08.600
then we had to rebuild the process.

5839
03:59:08.600 --> 03:59:10.600
So I'm going to walk through what we do

5840
03:59:10.600 --> 03:59:12.600
to improve each of these numbers one by one,

5841
03:59:12.600 --> 03:59:13.600
because as you're thinking about your business,

5842
03:59:13.600 --> 03:59:15.600
there is no silver bullet.

5843
03:59:15.600 --> 03:59:16.600
There's no one thing you're going to need to change

5844
03:59:16.600 --> 03:59:17.600
to this entire process.

5845
03:59:17.600 --> 03:59:18.600
It's a hundred golden babies.

5846
03:59:18.600 --> 03:59:20.600
And this is how we approach everything in business,

5847
03:59:20.600 --> 03:59:22.600
and business is a pipeline like this.

5848
03:59:22.600 --> 03:59:24.600
And so I'm going to show you what we did,

5849
03:59:24.600 --> 03:59:25.600
and we did improve every one of these numbers,

5850
03:59:25.600 --> 03:59:27.600
except for one, but it was okay,

5851
03:59:27.600 --> 03:59:28.600
and I'll show you why.

5852
03:59:28.600 --> 03:59:30.600
But remember, a hundred percent of people

5853
03:59:30.600 --> 03:59:33.600
are automatically booked for this next appointment.

5854
03:59:33.600 --> 03:59:35.600
Alright, and so we want to improve this shop right.

5855
03:59:35.600 --> 03:59:38.600
And so we improved it to 91%.

5856
03:59:39.600 --> 03:59:42.600
Ooh, 74, 91.

5857
03:59:42.600 --> 03:59:43.600
More money good.

5858
03:59:43.600 --> 03:59:46.600
That's a 21% increase, meaning if we did nothing else,

5859
03:59:46.600 --> 03:59:48.600
we did nothing else in this diet process.

5860
03:59:48.600 --> 03:59:49.600
Everything will stay the same.

5861
03:59:49.600 --> 03:59:51.600
We would have a 20% increase in sales.

5862
03:59:51.600 --> 03:59:52.600
And most of that would disproportionately drop

5863
03:59:52.600 --> 03:59:54.600
at the bottom line, because we already acquired the customer.

5864
03:59:54.600 --> 03:59:57.600
So all this additional sales money goes to profit.

5865
03:59:57.600 --> 03:59:58.600
Big deal.

5866
03:59:58.600 --> 03:59:59.600
So we did three things.

5867
03:59:59.600 --> 04:00:01.600
The first is that the mercenary team

5868
04:00:01.600 --> 04:00:03.600
is way too aggressive in their copy.

5869
04:00:03.600 --> 04:00:04.600
False urgency, false scarcity.

5870
04:00:04.600 --> 04:00:05.600
People kind of see through it.

5871
04:00:05.600 --> 04:00:07.600
So that was number one that they did that we fixed.

5872
04:00:08.600 --> 04:00:10.600
Number two is they are giving people way too much time

5873
04:00:10.600 --> 04:00:11.600
to book out.

5874
04:00:11.600 --> 04:00:13.600
I'd say, hey, when do you want to show up for your next call?

5875
04:00:13.600 --> 04:00:15.600
People would be like, oh, how's two weeks from now?

5876
04:00:15.600 --> 04:00:17.600
And they were like, sure, our big rule of thumb,

5877
04:00:17.600 --> 04:00:19.600
despite the fact that them trying to push out

5878
04:00:19.600 --> 04:00:21.600
five plus days for appointments,

5879
04:00:21.600 --> 04:00:23.600
is we try to go for same day next day.

5880
04:00:23.600 --> 04:00:25.600
And that's because in our history,

5881
04:00:25.600 --> 04:00:27.600
more people show up the same to next day appointments,

5882
04:00:27.600 --> 04:00:29.600
than five days plus from now.

5883
04:00:29.600 --> 04:00:32.600
And so by just simply making the messaging less aggressive,

5884
04:00:32.600 --> 04:00:35.600
shortening the time when they can book their next call,

5885
04:00:36.600 --> 04:00:38.600
and number three, setting reminders

5886
04:00:38.600 --> 04:00:40.600
that were actually personalized.

5887
04:00:40.600 --> 04:00:42.600
So rather than just robot texts, they're the green ones,

5888
04:00:42.600 --> 04:00:44.600
they're green fucking hates, right?

5889
04:00:44.600 --> 04:00:46.600
We'd have the sales guy do a three-way connection

5890
04:00:46.600 --> 04:00:49.600
with the center and say, hey, my name's John.

5891
04:00:49.600 --> 04:00:50.600
It's nice to meet you, Sarah.

5892
04:00:50.600 --> 04:00:52.600
Looks like you've got X, Y, and Z that I can reach

5893
04:00:52.600 --> 04:00:53.600
from your account.

5894
04:00:53.600 --> 04:00:54.600
Really excited to talk to you tomorrow.

5895
04:00:54.600 --> 04:00:56.600
I think I can help you with X, Y, and Z.

5896
04:00:56.600 --> 04:00:57.600
Very simple.

5897
04:00:57.600 --> 04:00:59.600
But it's a video or a voice memo,

5898
04:00:59.600 --> 04:01:01.600
and they see it from a real person.

5899
04:01:01.600 --> 04:01:03.600
All right, and they can take a picture or whatever.

5900
04:01:03.600 --> 04:01:06.600
And those three things together, 91%,

5901
04:01:06.600 --> 04:01:08.600
which is a 21% improvement.

5902
04:01:08.600 --> 04:01:11.600
So now that we got people to show for that first call,

5903
04:01:11.600 --> 04:01:14.600
how many of them did we get to schedule the next call?

5904
04:01:14.600 --> 04:01:16.600
Which is basically the close of the set call.

5905
04:01:16.600 --> 04:01:18.600
You're gonna see some magic happen right here.

5906
04:01:18.600 --> 04:01:20.600
We had a major improvement.

5907
04:01:20.600 --> 04:01:22.600
I'm not gonna tell you how much we improved this one

5908
04:01:22.600 --> 04:01:23.600
in a second.

5909
04:01:23.600 --> 04:01:24.600
But we did two things to improve.

5910
04:01:24.600 --> 04:01:26.600
The percentage of people who showed up to set calls

5911
04:01:26.600 --> 04:01:29.600
who decided to schedule close calls.

5912
04:01:29.600 --> 04:01:30.600
All right.

5913
04:01:30.600 --> 04:01:31.600
So the number one mistake that they were making

5914
04:01:31.600 --> 04:01:33.600
in this particular business is that, again,

5915
04:01:33.600 --> 04:01:35.600
this was an outsource closing team.

5916
04:01:35.600 --> 04:01:36.600
And so they were trying to minimize

5917
04:01:36.600 --> 04:01:39.600
how much unqualified work their closures would get

5918
04:01:39.600 --> 04:01:41.600
because they so carefully wanted to make sure

5919
04:01:41.600 --> 04:01:43.600
their closures were happy because they were all mercenaries.

5920
04:01:43.600 --> 04:01:45.600
And they all had to pay them a ton just to show up to work every day.

5921
04:01:45.600 --> 04:01:48.600
Point being, one, the incentives were misaligned.

5922
04:01:48.600 --> 04:01:50.600
And so, setters, remember we added our setters,

5923
04:01:50.600 --> 04:01:52.600
had a conversation actually get people to set?

5924
04:01:52.600 --> 04:01:53.600
They didn't have that.

5925
04:01:53.600 --> 04:01:54.600
We did add that.

5926
04:01:54.600 --> 04:01:55.600
And so, what do you know?

5927
04:01:55.600 --> 04:01:57.600
Our setters got more people to schedule.

5928
04:01:57.600 --> 04:01:58.600
Wild.

5929
04:01:58.600 --> 04:01:59.600
I know.

5930
04:01:59.600 --> 04:02:02.600
The second thing was that they were de-cuing people

5931
04:02:02.600 --> 04:02:05.600
on the set call, in my opinion too early.

5932
04:02:05.600 --> 04:02:07.600
And so, they wouldn't really go through a sale.

5933
04:02:07.600 --> 04:02:09.600
They would just say, hey, here's the price.

5934
04:02:09.600 --> 04:02:10.600
Are you down to pay that?

5935
04:02:10.600 --> 04:02:13.600
If yes, I'll book you a call with John.

5936
04:02:13.600 --> 04:02:15.600
But by doing that, they were basically not selling.

5937
04:02:15.600 --> 04:02:17.600
They were just taking orders.

5938
04:02:17.600 --> 04:02:20.600
Which, if I just tell you the price and you buy,

5939
04:02:20.600 --> 04:02:21.600
I don't need you.

5940
04:02:21.600 --> 04:02:22.600
You're not selling at all.

5941
04:02:22.600 --> 04:02:25.600
You're just a checkout page that's inefficient that takes 20%.

5942
04:02:25.600 --> 04:02:26.600
We corrected number one.

5943
04:02:26.600 --> 04:02:30.600
We aligned the incentives of the setters with the overall business,

5944
04:02:30.600 --> 04:02:31.600
not the closer.

5945
04:02:31.600 --> 04:02:34.600
We aligned the setting incentive with the business throughput,

5946
04:02:34.600 --> 04:02:38.600
which got rid of the de-cues that were overtly de-cuing people.

5947
04:02:38.600 --> 04:02:44.600
And we made sure that when they were talking about the product,

5948
04:02:44.600 --> 04:02:47.600
we were just more trying to qualify the prospect

5949
04:02:47.600 --> 04:02:51.600
to make sure they had the problem to solve and the money to spend,

5950
04:02:51.600 --> 04:02:53.600
not telling them the price of what they would ultimately buy.

5951
04:02:53.600 --> 04:02:54.600
Because we haven't sold them yet.

5952
04:02:54.600 --> 04:02:57.600
We just want to make sure that this is a big enough problem for them

5953
04:02:57.600 --> 04:03:01.600
and that they seem reasonably able to pay if we present it to them.

5954
04:03:01.600 --> 04:03:11.600
Our schedule percentage went from survey says 53% to 94% for those keeping track at home.

5955
04:03:11.600 --> 04:03:13.600
That's a 77% increase.

5956
04:03:13.600 --> 04:03:17.600
So, forgetting this one, if we kept everything else the same

5957
04:03:17.600 --> 04:03:21.600
and we only did this, we would have increased sales by 77%

5958
04:03:21.600 --> 04:03:23.600
assuming everything else stayed the same.

5959
04:03:23.600 --> 04:03:25.600
But everything else didn't stay the same.

5960
04:03:25.600 --> 04:03:27.600
So, let me show you the next thing we did,

5961
04:03:27.600 --> 04:03:29.600
which is we had people show up for the first call.

5962
04:03:29.600 --> 04:03:32.600
We got 94% to schedule the next call.

5963
04:03:32.600 --> 04:03:35.600
And now we have what percentage these 94% are actually showing.

5964
04:03:35.600 --> 04:03:37.600
Because hey, maybe you just get everyone to say yes to the get off the phone

5965
04:03:37.600 --> 04:03:38.600
but are they actually showing.

5966
04:03:38.600 --> 04:03:40.600
Believe it or not, this is going to sound crazy.

5967
04:03:40.600 --> 04:03:45.600
The show rate that we had here was actually the same process that we had here.

5968
04:03:45.600 --> 04:03:48.600
Because believe it or not, if people have good experience

5969
04:03:48.600 --> 04:03:50.600
and it's personalized to them, they're more likely to show.

5970
04:03:50.600 --> 04:03:52.600
And so, rather than explain literally repeat myself,

5971
04:03:52.600 --> 04:03:54.600
I'm going to say how we actually got the team to do it.

5972
04:03:54.600 --> 04:03:55.600
So, we did four things.

5973
04:03:55.600 --> 04:03:57.600
Number one is we started implementing daily training,

5974
04:03:57.600 --> 04:03:59.600
which means that every day the team would get together

5975
04:03:59.600 --> 04:04:01.600
and they would roleplay the scripting to make sure their tone was right,

5976
04:04:01.600 --> 04:04:03.600
that they were coming off the right way,

5977
04:04:03.600 --> 04:04:04.600
that they were hitting the main points,

5978
04:04:04.600 --> 04:04:07.600
make sure that they were framing things properly, adding curiosity,

5979
04:04:07.600 --> 04:04:09.600
hitting the main pain points that the process was going to have

5980
04:04:09.600 --> 04:04:10.600
so they could set up the next call.

5981
04:04:10.600 --> 04:04:13.600
Number two is that we do game tape reviews, which is very simple.

5982
04:04:13.600 --> 04:04:17.600
But you just watch game tape with the team and you have the person

5983
04:04:17.600 --> 04:04:20.600
who is in the call, critique themselves.

5984
04:04:20.600 --> 04:04:23.600
So, rather than have everybody jump on them because no one likes that,

5985
04:04:23.600 --> 04:04:25.600
it's horrible, you just have them say,

5986
04:04:25.600 --> 04:04:27.600
what are all the things you could have done differently?

5987
04:04:27.600 --> 04:04:30.600
And then the team says all the things they did well.

5988
04:04:30.600 --> 04:04:32.600
Because remember, there's always something someone did well.

5989
04:04:32.600 --> 04:04:35.600
If you play the tape, they say all the things they would have done differently

5990
04:04:35.600 --> 04:04:37.600
and most people do know when they watch it,

5991
04:04:37.600 --> 04:04:39.600
which is one of the best ways to learn.

5992
04:04:39.600 --> 04:04:41.600
And then everyone else says, hey, I think you did a great job here.

5993
04:04:41.600 --> 04:04:43.600
I think you did a great job here. Bravo. Next one up.

5994
04:04:43.600 --> 04:04:46.600
The third thing is this is why the sales director was so keen

5995
04:04:46.600 --> 04:04:48.600
why they were the first hire, which is doing one-on-ones.

5996
04:04:48.600 --> 04:04:51.600
And one-on-ones, you roleplay.

5997
04:04:51.600 --> 04:04:53.600
You roleplay to your stick in the face.

5998
04:04:53.600 --> 04:04:55.600
You have to learn how to train people how to speak.

5999
04:04:55.600 --> 04:04:57.600
That's what the job of the sales manager is,

6000
04:04:57.600 --> 04:05:00.600
besides managing the culture of the team, is if John's

6001
04:05:00.600 --> 04:05:03.600
rapport building sucks, guess what sales manager does every time

6002
04:05:03.600 --> 04:05:06.600
they have one-on-ones with John, they practice rapport building.

6003
04:05:06.600 --> 04:05:09.600
Which means you follow the script. No, say it again.

6004
04:05:09.600 --> 04:05:11.600
Say it again. Try like this.

6005
04:05:11.600 --> 04:05:13.600
There you go. Change your tone. There it is.

6006
04:05:13.600 --> 04:05:17.600
Like we're talking 10, 20, 30 reps on one or two phrases in the script,

6007
04:05:17.600 --> 04:05:18.600
so they get it down.

6008
04:05:18.600 --> 04:05:23.600
If your salesman is not talking back to you in the script on your one-on-ones,

6009
04:05:23.600 --> 04:05:25.600
you were literally wasting time.

6010
04:05:25.600 --> 04:05:27.600
The fourth thing was just end of day reports,

6011
04:05:27.600 --> 04:05:30.600
which is you just want to make sure that they know you're tracking what matters.

6012
04:05:30.600 --> 04:05:32.600
And if there's no tracking throughout the week,

6013
04:05:32.600 --> 04:05:33.600
no one feels how to countable,

6014
04:05:33.600 --> 04:05:36.600
it also doesn't give you the opportunity to praise and give out of boys.

6015
04:05:36.600 --> 04:05:39.600
Alright, and so every day, the stats are being tracked in real time,

6016
04:05:39.600 --> 04:05:41.600
and daily leaders, daily winners.

6017
04:05:41.600 --> 04:05:43.600
Alright, so those are the four things we did from here,

6018
04:05:43.600 --> 04:05:45.600
to drive our show rate two.

6019
04:05:45.600 --> 04:05:48.600
Woo!

6020
04:05:48.600 --> 04:05:51.600
87%, that's a 40% increase.

6021
04:05:51.600 --> 04:05:53.600
So if we did nothing else,

6022
04:05:53.600 --> 04:05:56.600
but we just had this one improvement in this process,

6023
04:05:56.600 --> 04:05:58.600
and everything else stayed the same,

6024
04:05:58.600 --> 04:06:00.600
we would have increased sales by 40%,

6025
04:06:00.600 --> 04:06:02.600
not too shabby.

6026
04:06:02.600 --> 04:06:04.600
If you're following it home, which you should be,

6027
04:06:04.600 --> 04:06:07.600
we should at this point have a ton more volume

6028
04:06:07.600 --> 04:06:09.600
that is coming to these closures.

6029
04:06:09.600 --> 04:06:11.600
Massive improvements, because remember, these are customers.

6030
04:06:11.600 --> 04:06:13.600
This is why we felt like we could do a lot better.

6031
04:06:13.600 --> 04:06:15.600
Now, hitting the close call.

6032
04:06:15.600 --> 04:06:18.600
So in order to improve this number to the best degree possible,

6033
04:06:18.600 --> 04:06:20.600
because we're never going to have more disqualify people here.

6034
04:06:20.600 --> 04:06:22.600
Remember, we told the setters,

6035
04:06:22.600 --> 04:06:23.600
said anybody you can,

6036
04:06:23.600 --> 04:06:25.600
because we wanted to get more at bats, okay?

6037
04:06:25.600 --> 04:06:27.600
So one, we also added in a VSL,

6038
04:06:27.600 --> 04:06:29.600
so video sales letter between call one and call two.

6039
04:06:29.600 --> 04:06:31.600
So people got to have some social proof,

6040
04:06:31.600 --> 04:06:32.600
they got to see some results,

6041
04:06:32.600 --> 04:06:34.600
they got to have a better understanding,

6042
04:06:34.600 --> 04:06:35.600
because in my personal opinion,

6043
04:06:35.600 --> 04:06:37.600
I don't like sales people repeating a pitch.

6044
04:06:37.600 --> 04:06:39.600
I'd rather have someone understand the benefits,

6045
04:06:39.600 --> 04:06:41.600
and they have salesman resolve concerns,

6046
04:06:41.600 --> 04:06:44.600
and personalized solutions to customers,

6047
04:06:44.600 --> 04:06:47.600
rather than have them say the same 15-minute pitch,

6048
04:06:47.600 --> 04:06:48.600
because then it stands robotic,

6049
04:06:48.600 --> 04:06:50.600
and they zone out, and so does the prospect.

6050
04:06:50.600 --> 04:06:52.600
So I like to say, here's all the info,

6051
04:06:52.600 --> 04:06:54.600
watch that, and then we'll talk about it, okay?

6052
04:06:54.600 --> 04:06:56.600
So number one is we added that piece in.

6053
04:06:56.600 --> 04:07:01.600
Number two, we roleplayed a lot on the common objections,

6054
04:07:01.600 --> 04:07:03.600
and we like to do that before the call.

6055
04:07:03.600 --> 04:07:06.600
The video sales letter covered some of these common concerns

6056
04:07:06.600 --> 04:07:09.600
in the video, so that the sales guys had a little bit more

6057
04:07:09.600 --> 04:07:10.600
of an advantage going into the call,

6058
04:07:10.600 --> 04:07:12.600
and then also in the scripting,

6059
04:07:12.600 --> 04:07:14.600
we front loaded the obstacles.

6060
04:07:14.600 --> 04:07:15.600
Before you mention the price,

6061
04:07:15.600 --> 04:07:18.600
you overcome obstacles after its objections.

6062
04:07:18.600 --> 04:07:20.600
So if I say, hey,

6063
04:07:20.600 --> 04:07:23.600
do you think your husband supports you in doing this new thing

6064
04:07:23.600 --> 04:07:26.600
before I say the price, then I have overcome an obstacle.

6065
04:07:26.600 --> 04:07:28.600
If I say the price, and I didn't overcome it,

6066
04:07:28.600 --> 04:07:30.600
it becomes an objection, which is way harder to close.

6067
04:07:30.600 --> 04:07:32.600
We call it killing zombies, right?

6068
04:07:32.600 --> 04:07:33.600
You want to kill the zombies,

6069
04:07:33.600 --> 04:07:34.600
you want to defuse the bombs,

6070
04:07:34.600 --> 04:07:36.600
before you talk about money.

6071
04:07:36.600 --> 04:07:38.600
And so we've front loaded the script

6072
04:07:38.600 --> 04:07:41.600
to accommodate those issues that people were losing in the sales.

6073
04:07:41.600 --> 04:07:46.600
And we focus the script far more on what they were going to experience afterwards,

6074
04:07:46.600 --> 04:07:49.600
rather than the features within the service.

6075
04:07:49.600 --> 04:07:50.600
Because at the end of the day,

6076
04:07:50.600 --> 04:07:51.600
they don't care about the features at service,

6077
04:07:51.600 --> 04:07:52.600
they care about where they're going to go,

6078
04:07:52.600 --> 04:07:55.600
what life's going to be like, after it's a solidification of the plane flight.

6079
04:07:55.600 --> 04:07:57.600
So we made those changes,

6080
04:07:57.600 --> 04:08:01.600
and we got the close rate, if you're like, wait,

6081
04:08:01.600 --> 04:08:02.600
42 is lower than 80.

6082
04:08:02.600 --> 04:08:04.600
Sure as hell is, great math.

6083
04:08:04.600 --> 04:08:06.600
If we're doing the percentages here,

6084
04:08:06.600 --> 04:08:08.600
and we have a 21% increase here,

6085
04:08:08.600 --> 04:08:10.600
and a 77% increase here,

6086
04:08:10.600 --> 04:08:12.600
and we have a 40% increase here.

6087
04:08:12.600 --> 04:08:16.600
So that's 1.2 plus 1.77 plus 1.4.

6088
04:08:16.600 --> 04:08:21.600
We have far more than a double in terms of how much volume was going there.

6089
04:08:21.600 --> 04:08:23.600
In fact, we three and a half times more volume,

6090
04:08:23.600 --> 04:08:25.600
but we cut the close rate in half.

6091
04:08:25.600 --> 04:08:30.600
But three and a half times 0.5 is more than one,

6092
04:08:30.600 --> 04:08:33.600
meaning we increased the total throughput of this system.

6093
04:08:33.600 --> 04:08:37.600
And so the end result of this entire process,

6094
04:08:42.600 --> 04:08:47.600
is we went from closing 20% of that 100 people that buy the product to 32,

6095
04:08:47.600 --> 04:08:52.600
bringing net savings of going from 20% of revenue to 9%.

6096
04:08:52.600 --> 04:08:57.600
So we paid less than half to get 60% more sales.

6097
04:08:58.600 --> 04:09:02.600
And as you recall, all additional sales dropped to the bottom line

6098
04:09:02.600 --> 04:09:04.600
because we'd already acquired the customers.

6099
04:09:04.600 --> 04:09:06.600
So now that we had our in-house director,

6100
04:09:06.600 --> 04:09:08.600
we rebuilt the incentive and complaint,

6101
04:09:08.600 --> 04:09:10.600
and we rebuilt the sales process.

6102
04:09:10.600 --> 04:09:11.600
Now, we wanted to scale.

6103
04:09:11.600 --> 04:09:14.600
So we had to go from 0 to 40 reps,

6104
04:09:14.600 --> 04:09:16.600
and we had to do it in record time.

6105
04:09:16.600 --> 04:09:19.600
All right, so number one is that to go get all those people,

6106
04:09:19.600 --> 04:09:20.600
we went everywhere.

6107
04:09:20.600 --> 04:09:22.600
All right, so we actually did all the things that are outlined,

6108
04:09:22.600 --> 04:09:26.600
but we also hired five to six recruiters right off the bat.

6109
04:09:27.600 --> 04:09:29.600
We did a ton of app on ourselves.

6110
04:09:29.600 --> 04:09:31.600
We hit our whole email list up.

6111
04:09:31.600 --> 04:09:33.600
We did everything because we had to hire 40 guys.

6112
04:09:33.600 --> 04:09:34.600
We had to do it in 12 weeks.

6113
04:09:34.600 --> 04:09:36.600
All right, so number one is we did everywhere.

6114
04:09:36.600 --> 04:09:39.600
So plus ads, I actually did do ads this morning.

6115
04:09:39.600 --> 04:09:43.600
Content and outbound.

6116
04:09:43.600 --> 04:09:45.600
All right, so recruiters, content and outbound

6117
04:09:45.600 --> 04:09:47.600
is what we did to get all the people in the door.

6118
04:09:47.600 --> 04:09:49.600
Now, once we had people in the door,

6119
04:09:49.600 --> 04:09:52.600
we didn't have the sales director interview all these candidates

6120
04:09:52.600 --> 04:09:54.600
because he just wouldn't literally have the time.

6121
04:09:54.600 --> 04:09:58.600
We did a final check off once the team planned on hiring them.

6122
04:09:58.600 --> 04:10:02.600
And so we had the manager for the setters do several of the talks

6123
04:10:02.600 --> 04:10:04.600
with the leads.

6124
04:10:04.600 --> 04:10:07.600
And we also had the recruiters do a lot of the screening as well,

6125
04:10:07.600 --> 04:10:09.600
so that the sales director could save his time

6126
04:10:09.600 --> 04:10:11.600
and still keep managing the actual team and training

6127
04:10:11.600 --> 04:10:14.600
to people who are on the floor making money for the company.

6128
04:10:14.600 --> 04:10:20.600
All right, so saved directors time.

6129
04:10:20.600 --> 04:10:21.600
The next thing is okay, great.

6130
04:10:21.600 --> 04:10:22.600
So we got a lot of people.

6131
04:10:22.600 --> 04:10:23.600
We got them hired.

6132
04:10:23.600 --> 04:10:25.600
But how do we make sure that they're actually good?

6133
04:10:25.600 --> 04:10:29.600
So we automated the sales training

6134
04:10:29.600 --> 04:10:30.600
to the greatest degree possible.

6135
04:10:30.600 --> 04:10:32.600
Now, what does that really mean?

6136
04:10:32.600 --> 04:10:35.600
It means we made a course that was an internal course

6137
04:10:35.600 --> 04:10:36.600
on how to sell this thing.

6138
04:10:36.600 --> 04:10:38.600
And so the nice thing with internal courses

6139
04:10:38.600 --> 04:10:40.600
if you don't have them highly recommend it

6140
04:10:40.600 --> 04:10:42.600
because the most expensive thing a business can do

6141
04:10:42.600 --> 04:10:43.600
is train salespeople.

6142
04:10:43.600 --> 04:10:47.600
Reason why is because when you take a salesperson

6143
04:10:47.600 --> 04:10:49.600
and you train them on live prospects,

6144
04:10:49.600 --> 04:10:52.600
all of the money they don't close is money you lose.

6145
04:10:52.600 --> 04:10:55.600
And you lose all, like you lose the money that you could have made

6146
04:10:55.600 --> 04:10:58.600
and you lose the money that you spent to get them there.

6147
04:10:58.600 --> 04:10:59.600
Very expensive.

6148
04:10:59.600 --> 04:11:01.600
All right, especially when, and this happens a lot too,

6149
04:11:01.600 --> 04:11:05.600
you do all of that only to have them get fired or leave

6150
04:11:05.600 --> 04:11:07.600
or burn out or whatever.

6151
04:11:07.600 --> 04:11:09.600
All right, and so we want them to take as many reps

6152
04:11:09.600 --> 04:11:13.600
as soon as possible in a fashion where there's no risks to the company,

6153
04:11:13.600 --> 04:11:16.600
which is why we have them watch tons of game tape footage.

6154
04:11:16.600 --> 04:11:17.600
They tend all the meetings.

6155
04:11:17.600 --> 04:11:19.600
They listen to tons of live calls.

6156
04:11:19.600 --> 04:11:22.600
They go through the course and then they roleplay.

6157
04:11:22.600 --> 04:11:24.600
There's one takeaway for this fucking video.

6158
04:11:24.600 --> 04:11:26.600
It's that you roleplay with your team and that you get really,

6159
04:11:26.600 --> 04:11:28.600
really narrow on the things that you want them to improve

6160
04:11:28.600 --> 04:11:30.600
and you keep nailing that thing until it's perfect

6161
04:11:30.600 --> 04:11:31.600
and then you move the next thing.

6162
04:11:31.600 --> 04:11:33.600
There's no point in trying to tell someone to improve six things.

6163
04:11:33.600 --> 04:11:34.600
It doesn't work.

6164
04:11:34.600 --> 04:11:35.600
I promise you.

6165
04:11:35.600 --> 04:11:36.600
It doesn't work.

6166
04:11:36.600 --> 04:11:37.600
I spent too long doing this.

6167
04:11:37.600 --> 04:11:38.600
It doesn't work.

6168
04:11:38.600 --> 04:11:41.600
You say, let's work on the first sense of the fucking script.

6169
04:11:41.600 --> 04:11:42.600
Keep doing it again.

6170
04:11:42.600 --> 04:11:43.600
Try it again.

6171
04:11:43.600 --> 04:11:44.600
Try it again.

6172
04:11:44.600 --> 04:11:45.600
Try it again.

6173
04:11:45.600 --> 04:11:46.600
One more time.

6174
04:11:46.600 --> 04:11:47.600
Loop to this one.

6175
04:11:47.600 --> 04:11:48.600
Got it.

6176
04:11:48.600 --> 04:11:49.600
Second question.

6177
04:11:49.600 --> 04:11:51.600
That's how you work through a script until they will,

6178
04:11:51.600 --> 04:11:53.600
they will be able to breathe it in their sleep.

6179
04:11:53.600 --> 04:11:55.600
Then they can actually be present for the sales call

6180
04:11:55.600 --> 04:11:57.600
because they don't have to think about the scripting.

6181
04:11:57.600 --> 04:11:58.600
Because they already know it.

6182
04:11:58.600 --> 04:11:59.600
So we recruit the people.

6183
04:11:59.600 --> 04:12:00.600
We save the director's time.

6184
04:12:00.600 --> 04:12:02.600
We automated the internal onboarding.

6185
04:12:02.600 --> 04:12:05.600
I'm going to give you a pro tip from me,

6186
04:12:05.600 --> 04:12:07.600
which is that if someone seems like a dud

6187
04:12:07.600 --> 04:12:09.600
within 14 days, let them go.

6188
04:12:09.600 --> 04:12:11.600
Some people think I'm hardless.

6189
04:12:11.600 --> 04:12:12.600
How could I be so hardless?

6190
04:12:12.600 --> 04:12:15.600
Because I have other families I have to look out for too.

6191
04:12:15.600 --> 04:12:18.600
And if we don't keep the sales you're profitable,

6192
04:12:18.600 --> 04:12:19.600
the whole business doesn't work.

6193
04:12:19.600 --> 04:12:20.600
We give people a shot.

6194
04:12:20.600 --> 04:12:21.600
We give them all this stuff.

6195
04:12:21.600 --> 04:12:22.600
We give them a ton of free training.

6196
04:12:22.600 --> 04:12:23.600
All right.

6197
04:12:23.600 --> 04:12:24.600
They actually think we get paid to get trained.

6198
04:12:24.600 --> 04:12:26.600
And if they don't, if they're not up to chops,

6199
04:12:26.600 --> 04:12:27.600
we got to let them go.

6200
04:12:27.600 --> 04:12:29.600
But we set that expectation up front.

6201
04:12:29.600 --> 04:12:30.600
And one more thing.

6202
04:12:30.600 --> 04:12:32.600
And this is a little pro tip for me.

6203
04:12:32.600 --> 04:12:34.600
I don't know how to spell that.

6204
04:12:34.600 --> 04:12:36.600
But no premodanus.

6205
04:12:36.600 --> 04:12:37.600
All right.

6206
04:12:37.600 --> 04:12:38.600
So no special snowflakes.

6207
04:12:38.600 --> 04:12:39.600
Because the thing is,

6208
04:12:39.600 --> 04:12:41.600
even if you have one killer on the team

6209
04:12:41.600 --> 04:12:43.600
and they don't follow the process,

6210
04:12:43.600 --> 04:12:45.600
they undermine the entirety of the process.

6211
04:12:45.600 --> 04:12:46.600
And they also kill the culture.

6212
04:12:46.600 --> 04:12:49.600
And so if one guy does double the sales

6213
04:12:49.600 --> 04:12:51.600
if everybody else or triple the sales of everyone else,

6214
04:12:51.600 --> 04:12:54.600
I can almost guarantee nine times that attend to my experience.

6215
04:12:54.600 --> 04:12:58.600
They actually take those sales out of the organization overall.

6216
04:12:58.600 --> 04:13:00.600
So one guy does triple and everyone's like,

6217
04:13:00.600 --> 04:13:01.600
oh, we should be like him.

6218
04:13:01.600 --> 04:13:03.600
But if you have like a 20 person team

6219
04:13:03.600 --> 04:13:05.600
and everyone goes down by 10% because of this guy,

6220
04:13:05.600 --> 04:13:06.600
because the cancer spreads,

6221
04:13:06.600 --> 04:13:07.600
not worth it.

6222
04:13:07.600 --> 04:13:08.600
Just cut it out.

6223
04:13:08.600 --> 04:13:09.600
Keep the system.

6224
04:13:09.600 --> 04:13:11.600
And now that we have the enhanced director,

6225
04:13:11.600 --> 04:13:13.600
we rebuilt the incentive and comp plan.

6226
04:13:13.600 --> 04:13:14.600
We rebuilt the sales process.

6227
04:13:14.600 --> 04:13:15.600
We scaled the sales team.

6228
04:13:15.600 --> 04:13:18.600
And we stabilized it so that we were consistently beating

6229
04:13:18.600 --> 04:13:20.600
the other team and doing it for less.

6230
04:13:20.600 --> 04:13:22.600
Then we're able to move on to step five,

6231
04:13:22.600 --> 04:13:29.600
which is get rid of outsourced team.

6232
04:13:29.600 --> 04:13:30.600
So with the outhouse team,

6233
04:13:30.600 --> 04:13:35.600
we did $7 million in cash collected in Q1.

6234
04:13:35.600 --> 04:13:40.600
The commission on that was $1.4 million.

6235
04:13:40.600 --> 04:13:41.600
Remember 20%.

6236
04:13:41.600 --> 04:13:44.600
So the company got to profit 5.6,

6237
04:13:44.600 --> 04:13:46.600
I'm saying profit loosely.

6238
04:13:46.600 --> 04:13:51.600
5.6, the company got to keep after paying the outsourced sales team.

6239
04:13:51.600 --> 04:13:59.600
This 7% with the in-house sales team became $12 million.

6240
04:13:59.600 --> 04:14:01.600
The next quarter.

6241
04:14:01.600 --> 04:14:02.600
The commission,

6242
04:14:02.600 --> 04:14:04.600
because instead of 20%,

6243
04:14:04.600 --> 04:14:06.600
we went to 9%.

6244
04:14:06.600 --> 04:14:14.600
So the commission went from 1.4 million on 7 to 1.08 million for 12.

6245
04:14:14.600 --> 04:14:18.600
Net change here was 12 minus 1,

6246
04:14:18.600 --> 04:14:21.600
10.92 million,

6247
04:14:21.600 --> 04:14:32.600
which created the difference between these two was 5.4 million dollars.

6248
04:14:33.600 --> 04:14:36.600
And that was just in that quarter.

6249
04:14:36.600 --> 04:14:40.600
Times 4 for the year and you get 21.6 million.

6250
04:14:40.600 --> 04:14:43.600
This is one of my favorite sales presentations I've ever given

6251
04:14:43.600 --> 04:14:45.600
and it covers three things.

6252
04:14:45.600 --> 04:14:47.600
One, how to ask the right questions.

6253
04:14:47.600 --> 04:14:49.600
Two, how to ask them the right way.

6254
04:14:49.600 --> 04:14:53.600
And three, how to duplicate those words in that tone across a team of people.

6255
04:14:53.600 --> 04:14:55.600
If you're building your first sales script,

6256
04:14:55.600 --> 04:14:57.600
if you're scaling a sales team

6257
04:14:57.600 --> 04:14:59.600
and you want to make sure that you can onboard new people

6258
04:14:59.600 --> 04:15:02.600
and get them selling at the same percentage or better than you are right now,

6259
04:15:02.600 --> 04:15:04.600
which for many people is biggest bottleneck,

6260
04:15:04.600 --> 04:15:07.600
especially when you're coming to for your first million or first 3 million per year.

6261
04:15:07.600 --> 04:15:09.600
Scaling the sales team is one of the most difficult tasks.

6262
04:15:09.600 --> 04:15:12.600
And so I've broken this down into three frameworks that I've used

6263
04:15:12.600 --> 04:15:14.600
very successfully scale lots of different sales teams.

6264
04:15:14.600 --> 04:15:17.600
I say that the company I'm referencing in this video has 14.

6265
04:15:17.600 --> 04:15:20.600
That one company already now has almost 30 sales guys.

6266
04:15:20.600 --> 04:15:24.600
So this process continued to work past when I made this presentation.

6267
04:15:24.600 --> 04:15:25.600
So if you're trying to scale sales,

6268
04:15:25.600 --> 04:15:27.600
you want to close higher percentage,

6269
04:15:27.600 --> 04:15:30.600
you want to get more guys closing at that same percentage or better than yours.

6270
04:15:30.600 --> 04:15:31.600
And if you don't know who I am,

6271
04:15:31.600 --> 04:15:33.600
my name's Oxamosey, I'm an acquisition.com.

6272
04:15:33.600 --> 04:15:36.600
I'm going to portfolio at this moment of six companies to do 85 million dollars a year

6273
04:15:36.600 --> 04:15:37.600
keep being awesome.

6274
04:15:37.600 --> 04:15:38.600
Love you and enjoy the video.

6275
04:15:38.600 --> 04:15:44.600
What I'm going to be breaking down today is the scripting process that we've applied for calls.

6276
04:15:44.600 --> 04:15:46.600
Right? And so as the world's world's world's marketer,

6277
04:15:46.600 --> 04:15:47.600
I sent my first email this year.

6278
04:15:47.600 --> 04:15:48.600
I was very excited about it.

6279
04:15:48.600 --> 04:15:50.600
We've been business for 10 years.

6280
04:15:50.600 --> 04:15:51.600
Pretty big stuff.

6281
04:15:51.600 --> 04:15:53.600
And it was because I couldn't get webinars.

6282
04:15:53.600 --> 04:15:54.600
I couldn't get VS cells.

6283
04:15:54.600 --> 04:15:58.600
I couldn't get all the fancy stuff that you guys get to work.

6284
04:15:58.600 --> 04:16:00.600
And so I went back in time and just was like,

6285
04:16:00.600 --> 04:16:02.600
if I can just get them to give my phone number,

6286
04:16:02.600 --> 04:16:04.600
I'll be able to get them to buy shit from me.

6287
04:16:04.600 --> 04:16:08.600
And so I went and called back all these webinar leads that never showed up or never bought or whatever,

6288
04:16:08.600 --> 04:16:11.600
and ended up doing like 100,000 in sales in a day.

6289
04:16:11.600 --> 04:16:14.600
And I was like, wow, this is so much easier.

6290
04:16:14.600 --> 04:16:17.600
And so over time, I've consulted with sales teams.

6291
04:16:17.600 --> 04:16:22.600
I've trained and owned four height ticket performance teams.

6292
04:16:22.600 --> 04:16:26.600
I think we have 12 or 14 sales guys now that kind of rotates.

6293
04:16:26.600 --> 04:16:31.600
And so what I want to do is kind of show you what we've done to consistently replicate the scale of sales in other human beings.

6294
04:16:31.600 --> 04:16:32.600
Would that be cool?

6295
04:16:32.600 --> 04:16:37.600
All right, so if I can add like 10% to your conversion rate in terms of how you attract better closers,

6296
04:16:37.600 --> 04:16:40.600
how you script the process out, and how you should close more deals and scale them

6297
04:16:40.600 --> 04:16:41.600
until incentivize them.

6298
04:16:41.600 --> 04:16:43.600
Would that be valuable for you guys?

6299
04:16:43.600 --> 04:16:44.600
All right, sweet.

6300
04:16:44.600 --> 04:16:48.600
So these are the three frameworks that transform losing funnels into cash machines.

6301
04:16:48.600 --> 04:16:49.600
That was my real life.

6302
04:16:49.600 --> 04:16:51.600
That was the picture of my actual first funnel.

6303
04:16:51.600 --> 04:16:52.600
And that's what it became.

6304
04:16:52.600 --> 04:16:54.600
And so these are three fields, the frameworks.

6305
04:16:54.600 --> 04:16:56.600
Number one, closer framework.

6306
04:16:56.600 --> 04:17:01.600
How to ask questions like prospects to say, yes, adding this to a funnel is only can make it profitable.

6307
04:17:01.600 --> 04:17:02.600
This is my personal experience.

6308
04:17:02.600 --> 04:17:04.600
Number two is conviction framework.

6309
04:17:04.600 --> 04:17:09.600
All right, how anyone who believes can outperform a seasoned sales rep by simply learning to control their tone.

6310
04:17:09.600 --> 04:17:10.600
Really important.

6311
04:17:10.600 --> 04:17:13.600
This is one of the biggest things that most sales people miss.

6312
04:17:13.600 --> 04:17:15.600
Number three, the scaling framework.

6313
04:17:15.600 --> 04:17:19.600
How to easily duplicate this process across sales people in any niche in seven days or less.

6314
04:17:19.600 --> 04:17:21.600
So seven days from now, we can do this.

6315
04:17:21.600 --> 04:17:22.600
So that'd be cool.

6316
04:17:22.600 --> 04:17:24.600
All right, let's rock.

6317
04:17:24.600 --> 04:17:26.600
So number one, the closer framework.

6318
04:17:26.600 --> 04:17:30.600
After going through hundreds of scripts, I've bought grants, I've bought the Wolf Wall Street stuff.

6319
04:17:30.600 --> 04:17:37.600
I bought all that stuff and going through my own sales process as I learned that the scripting process even was simpler, I think, than its portrayed.

6320
04:17:37.600 --> 04:17:47.600
It's not that it's something to be sold against, but every sales script that has been absolutely gangbusters has been a question-based framework that is based on this process.

6321
04:17:47.600 --> 04:17:54.600
All right, and this works for beta C sales, works for beta B sales, works for $500 tickets, works for $100,000 tickets.

6322
04:17:54.600 --> 04:17:56.600
The process is the same.

6323
04:17:56.600 --> 04:17:58.600
And so this is the acronym, closer framework.

6324
04:17:58.600 --> 04:18:01.600
As I said, world's dumbest marketers, so I made it nice and easy to remember.

6325
04:18:01.600 --> 04:18:04.600
All right, so C, clarify why they're there.

6326
04:18:04.600 --> 04:18:08.600
When I look at creating a script, the first thing we ask is like, why the hell are you here?

6327
04:18:08.600 --> 04:18:10.600
What made you reach out to us today?

6328
04:18:10.600 --> 04:18:11.600
What was the thing?

6329
04:18:11.600 --> 04:18:13.600
What is the goal you're trying to accomplish, right?

6330
04:18:13.600 --> 04:18:15.600
Two, label them with a problem.

6331
04:18:15.600 --> 04:18:18.600
We can't cure cancer unless they admit that they have it, right?

6332
04:18:18.600 --> 04:18:19.600
Does anyone have that situation?

6333
04:18:19.600 --> 04:18:21.600
Like, I just want to find out more information.

6334
04:18:21.600 --> 04:18:22.600
Do we have that?

6335
04:18:22.600 --> 04:18:23.600
Right.

6336
04:18:23.600 --> 04:18:26.600
What's like, well, I'm assuming you're not hopping on sales goals all day just trying to find information.

6337
04:18:26.600 --> 04:18:28.600
Is there a problem you're trying to solve?

6338
04:18:28.600 --> 04:18:29.600
Oh, you're fat.

6339
04:18:29.600 --> 04:18:30.600
Got it.

6340
04:18:30.600 --> 04:18:31.600
All right.

6341
04:18:31.600 --> 04:18:32.600
Boom.

6342
04:18:32.600 --> 04:18:33.600
So that's the problem you can solve it.

6343
04:18:33.600 --> 04:18:35.600
After that, I'm assuming I'm not the first guy you've ever dated.

6344
04:18:35.600 --> 04:18:36.600
Right?

6345
04:18:36.600 --> 04:18:39.600
So is there anything else that you've had happened in the past that got you here that didn't work?

6346
04:18:39.600 --> 04:18:40.600
I'd love to know more about it.

6347
04:18:40.600 --> 04:18:41.600
Yes.

6348
04:18:41.600 --> 04:18:43.600
Once we've gone through the pain, we saw them the vacation.

6349
04:18:43.600 --> 04:18:44.600
Right?

6350
04:18:44.600 --> 04:18:45.600
There's a process that I'll walk through.

6351
04:18:45.600 --> 04:18:50.600
E, we explain away their concerns because obviously saying people don't make decisions on the first call,

6352
04:18:50.600 --> 04:18:53.600
unless you're a closer, in which case they do, which I'll talk about.

6353
04:18:53.600 --> 04:18:58.600
And then finally, and this is something that we actually added in my original flavor for my first couple of years was close.

6354
04:18:58.600 --> 04:19:04.600
And then we added the R because when you do this, it actually transitions into the onboarding process

6355
04:19:04.600 --> 04:19:09.600
that will get higher LTV per customer, lower churn, lower refunds or chargebacks, which are sales guys,

6356
04:19:09.600 --> 04:19:11.600
and you will be happy about.

6357
04:19:11.600 --> 04:19:12.600
Cool?

6358
04:19:12.600 --> 04:19:13.600
All right.

6359
04:19:13.600 --> 04:19:14.600
Let's rock.

6360
04:19:14.600 --> 04:19:15.600
So we'll examine each one more closely.

6361
04:19:15.600 --> 04:19:16.600
Clarify why they're there.

6362
04:19:16.600 --> 04:19:18.600
These are the questions that sounds like, what made you come in today?

6363
04:19:18.600 --> 04:19:19.600
What made you reach out?

6364
04:19:19.600 --> 04:19:20.600
What's your goal right now?

6365
04:19:20.600 --> 04:19:21.600
Why is that important to you?

6366
04:19:21.600 --> 04:19:22.600
Why that number specifically?

6367
04:19:22.600 --> 04:19:24.600
What does it, what does it resonate for you?

6368
04:19:24.600 --> 04:19:25.600
Right?

6369
04:19:25.600 --> 04:19:26.600
Why is that real?

6370
04:19:26.600 --> 04:19:27.600
L.

6371
04:19:27.600 --> 04:19:29.600
The questions that we're looking at is like, okay, so what I'm hearing is,

6372
04:19:29.600 --> 04:19:30.600
XYZ is your goal.

6373
04:19:30.600 --> 04:19:31.600
Is that sound about right?

6374
04:19:31.600 --> 04:19:32.600
All right.

6375
04:19:32.600 --> 04:19:33.600
Really simple, but very important.

6376
04:19:33.600 --> 04:19:36.600
It's a milestone that has to be hit in the process.

6377
04:19:36.600 --> 04:19:37.600
All right.

6378
04:19:37.600 --> 04:19:38.600
Then we overview.

6379
04:19:38.600 --> 04:19:39.600
All right.

6380
04:19:39.600 --> 04:19:40.600
This is where we're gathering all the Intel.

6381
04:19:40.600 --> 04:19:43.600
And for some of you guys, my goal is that you can take this to your sales team, your sales director,

6382
04:19:43.600 --> 04:19:47.600
and run your script through this framework, and then see where you can plug it.

6383
04:19:47.600 --> 04:19:48.600
You probably have some of it.

6384
04:19:48.600 --> 04:19:51.600
But if you're missing one or two of these questions in the milestone,

6385
04:19:51.600 --> 04:19:53.600
it's your losing conversions on the call.

6386
04:19:53.600 --> 04:19:56.600
Like your closing people who already had those obstacles covered,

6387
04:19:57.600 --> 04:20:00.600
but everyone who didn't have two of these questions covered, you lose them.

6388
04:20:00.600 --> 04:20:01.600
And you don't know why.

6389
04:20:01.600 --> 04:20:03.600
And you watch the sales going, you're like, what the hell happened here?

6390
04:20:03.600 --> 04:20:04.600
Right?

6391
04:20:04.600 --> 04:20:06.600
So, what if you tried so far to accomplish that?

6392
04:20:06.600 --> 04:20:08.600
How, this is what we call the pain cycle.

6393
04:20:08.600 --> 04:20:09.600
It's a four step process.

6394
04:20:09.600 --> 04:20:11.600
What if you tried so far to accomplish this?

6395
04:20:11.600 --> 04:20:12.600
How long did you do that for?

6396
04:20:12.600 --> 04:20:13.600
How long ago?

6397
04:20:13.600 --> 04:20:14.600
How did that work for you?

6398
04:20:14.600 --> 04:20:15.600
What else have you tried?

6399
04:20:15.600 --> 04:20:16.600
Right?

6400
04:20:16.600 --> 04:20:19.600
So we just do that cycle until they're like, well, yeah, that's it.

6401
04:20:19.600 --> 04:20:21.600
Now that you think about it, I've tried everything under the sun.

6402
04:20:21.600 --> 04:20:24.600
Like, I can't imagine what that felt like.

6403
04:20:25.600 --> 04:20:26.600
Wow. Right?

6404
04:20:26.600 --> 04:20:28.600
It's not your fault.

6405
04:20:28.600 --> 04:20:29.600
You're so close.

6406
04:20:29.600 --> 04:20:30.600
You're six inches away.

6407
04:20:30.600 --> 04:20:31.600
Right?

6408
04:20:31.600 --> 04:20:34.600
And I think you should have this one thing, which I'm about to show you in a second.

6409
04:20:34.600 --> 04:20:35.600
We could be able to help you.

6410
04:20:35.600 --> 04:20:36.600
You want to hear about the program?

6411
04:20:36.600 --> 04:20:37.600
Fantastic.

6412
04:20:37.600 --> 04:20:38.600
That's when we transitioned to sale.

6413
04:20:38.600 --> 04:20:39.600
Right?

6414
04:20:39.600 --> 04:20:40.600
So let's tell them a vacation.

6415
04:20:40.600 --> 04:20:45.600
The number one thing that people mess up, our sales pitch on the call is under three minutes.

6416
04:20:45.600 --> 04:20:46.600
Three minutes.

6417
04:20:46.600 --> 04:20:48.600
180 seconds.

6418
04:20:48.600 --> 04:20:53.600
When we talked about, I think someone was asking about, what are the bullets on the page?

6419
04:20:53.600 --> 04:20:55.600
We don't say anything about that.

6420
04:20:55.600 --> 04:20:59.600
Because what we're trying to do is get them to understand what they're going to experience,

6421
04:20:59.600 --> 04:21:01.600
not how they're going to experience it.

6422
04:21:01.600 --> 04:21:02.600
Right?

6423
04:21:02.600 --> 04:21:06.600
And so when we have a sales pitch, just about every time, we sell three things.

6424
04:21:06.600 --> 04:21:07.600
Right?

6425
04:21:07.600 --> 04:21:08.600
And it doesn't matter what industry in.

6426
04:21:08.600 --> 04:21:10.600
I was training a mortgage leads team, and they were selling leads.

6427
04:21:10.600 --> 04:21:11.600
Right?

6428
04:21:11.600 --> 04:21:13.600
And it was like, the leads are exclusive.

6429
04:21:13.600 --> 04:21:14.600
They're timely.

6430
04:21:14.600 --> 04:21:15.600
And they're qualified.

6431
04:21:15.600 --> 04:21:16.600
Right?

6432
04:21:16.600 --> 04:21:18.600
And so we talked about, hey, we've had leads in the past.

6433
04:21:18.600 --> 04:21:21.600
Ah, well, the Zillow leads, my real estate people, right?

6434
04:21:21.600 --> 04:21:25.600
The Zillow leads are not, they are timely, but they're definitely not exclusive.

6435
04:21:25.600 --> 04:21:26.600
And these are people who just window shopping.

6436
04:21:26.600 --> 04:21:27.600
Right?

6437
04:21:27.600 --> 04:21:28.600
Our leads are different.

6438
04:21:28.600 --> 04:21:29.600
Three things you can always find them.

6439
04:21:29.600 --> 04:21:32.600
If you're someone fitness, you're someone fitness nutrition accountability.

6440
04:21:32.600 --> 04:21:33.600
Right?

6441
04:21:33.600 --> 04:21:38.600
And so what we do is when we say the three bullets, get them to understand, yes, that takes five seconds.

6442
04:21:38.600 --> 04:21:39.600
Cool.

6443
04:21:39.600 --> 04:21:40.600
Fitness-wise, we get the commitment.

6444
04:21:40.600 --> 04:21:41.600
This is what I need you to do.

6445
04:21:41.600 --> 04:21:42.600
Fair enough.

6446
04:21:42.600 --> 04:21:43.600
It's going to be like, I need you to work out three days a week.

6447
04:21:43.600 --> 04:21:44.600
Can you do that?

6448
04:21:44.600 --> 04:21:45.600
Awesome.

6449
04:21:45.600 --> 04:21:49.600
If we see any hesitation, you have a 30-second story that's memorized.

6450
04:21:49.600 --> 04:21:53.600
Most of this script, and this is what makes it scalable, is a question-based framework.

6451
04:21:53.600 --> 04:21:56.600
Which means if you get lost, you can find your way back again.

6452
04:21:56.600 --> 04:22:00.600
If anybody here have scripts that are like paragraphs and stuff, anyone?

6453
04:22:00.600 --> 04:22:01.600
Okay.

6454
04:22:01.600 --> 04:22:04.600
No one has a script that's paragraphs and pages.

6455
04:22:04.600 --> 04:22:05.600
Please.

6456
04:22:05.600 --> 04:22:06.600
We all know.

6457
04:22:06.600 --> 04:22:13.600
But if you have those things, it'll totally mess it up because then the sales guy gets lost, and then he's just free-balling.

6458
04:22:13.600 --> 04:22:15.600
And he has no idea where he is, hot dog in the hallway.

6459
04:22:15.600 --> 04:22:17.600
No idea what's going on, right?

6460
04:22:17.600 --> 04:22:20.600
And so, the point is here, a little visual.

6461
04:22:20.600 --> 04:22:26.600
Anyways, is that, with more telling the story, like with the fitness example, I would say, hey, when you fell in the past,

6462
04:22:26.600 --> 04:22:29.600
like right now, do you have a favorite TV show?

6463
04:22:29.600 --> 04:22:30.600
Game of Thrones?

6464
04:22:30.600 --> 04:22:31.600
That's awesome.

6465
04:22:31.600 --> 04:22:34.600
Do you feel like, like, you got to get motivated to watch Game of Thrones?

6466
04:22:34.600 --> 04:22:38.600
You're like, oh man, I've been wanting to watch it, but I just can't get up the motivation to watch TV.

6467
04:22:38.600 --> 04:22:40.600
They're like, well, no, I don't have that.

6468
04:22:40.600 --> 04:22:41.600
It's like, right.

6469
04:22:41.600 --> 04:22:44.600
And so that's exactly how we're going to make your fitness program.

6470
04:22:44.600 --> 04:22:49.600
If you look forward to, you don't need the motivation, the willpower, because that's why you fell in the past.

6471
04:22:49.600 --> 04:22:56.600
They're like, oh, I didn't talk about the workouts, the part rate, and the calories they're going to burn, and they're going to sweat,

6472
04:22:56.600 --> 04:22:58.600
because all that, it sounds like work, right?

6473
04:22:58.600 --> 04:23:04.600
What they do get is exactly what they want, which is, wait, so you're telling me that if I actually like something,

6474
04:23:04.600 --> 04:23:08.600
I'm not going to have to try, and it's going to feel like watching TV because I look forward to it?

6475
04:23:08.600 --> 04:23:09.600
It's exactly what I'm saying.

6476
04:23:09.600 --> 04:23:12.600
And if you can deliver, you make tons of money, and that's the point.

6477
04:23:12.600 --> 04:23:19.600
So, each of those points, your sales guy should know what that anecdotal story is.

6478
04:23:19.600 --> 04:23:22.600
Right? If I was selling accountability, anywhere have kids?

6479
04:23:22.600 --> 04:23:25.600
Anyone here tell their kids to brush their teeth?

6480
04:23:25.600 --> 04:23:28.600
Anyone here have their kids who brush their teeth say, they don't want to brush their teeth?

6481
04:23:28.600 --> 04:23:32.600
Anyone tell their kids, even though they don't want to brush their teeth, they brush their teeth anyways?

6482
04:23:32.600 --> 04:23:35.600
And now you're an adult, did your parents do that to you?

6483
04:23:35.600 --> 04:23:37.600
Do you brush your teeth?

6484
04:23:37.600 --> 04:23:41.600
That's an example of external accountability, turning into an eternal habit.

6485
04:23:41.600 --> 04:23:43.600
It's exactly what the accountability we're going to do in this program industry.

6486
04:23:43.600 --> 04:23:44.600
Does that make sense?

6487
04:23:44.600 --> 04:23:45.600
Great.

6488
04:23:45.600 --> 04:23:46.600
Done.

6489
04:23:46.600 --> 04:23:47.600
Next bullet.

6490
04:23:47.600 --> 04:23:48.600
That's how you transition in the pitch.

6491
04:23:48.600 --> 04:23:49.600
Right?

6492
04:23:49.600 --> 04:23:51.600
So, if you think about this process, why are you here?

6493
04:23:51.600 --> 04:23:52.600
I have cancer.

6494
04:23:52.600 --> 04:23:55.600
I think we might be able to help you out, but I don't want to get into that because I don't know about you.

6495
04:23:55.600 --> 04:23:56.600
Like, I don't know what your situation is.

6496
04:23:56.600 --> 04:23:57.600
Tell me what you've done.

6497
04:23:57.600 --> 04:23:59.600
Ah, that sounds great.

6498
04:23:59.600 --> 04:24:00.600
That makes sense.

6499
04:24:00.600 --> 04:24:01.600
Okay.

6500
04:24:01.600 --> 04:24:04.600
I think we might be able to help again, see a little bit about that.

6501
04:24:04.600 --> 04:24:06.600
All it is, I tell three stories.

6502
04:24:06.600 --> 04:24:07.600
They make complete sense.

6503
04:24:07.600 --> 04:24:08.600
Everything you just told me.

6504
04:24:08.600 --> 04:24:10.600
And then we transition.

6505
04:24:10.600 --> 04:24:13.600
And so, I pretty much just covered this.

6506
04:24:13.600 --> 04:24:16.600
But we call it selling the vacation out the plane flight, right?

6507
04:24:16.600 --> 04:24:18.600
And so, we're not selling TSA.

6508
04:24:18.600 --> 04:24:19.600
We're not selling your modules.

6509
04:24:19.600 --> 04:24:20.600
You may have plenty of macros.

6510
04:24:20.600 --> 04:24:22.600
You work out your sports team, your URLs, your whatever.

6511
04:24:22.600 --> 04:24:23.600
Right?

6512
04:24:23.600 --> 04:24:24.600
We're selling Maui.

6513
04:24:24.600 --> 04:24:25.600
We're selling the final destination.

6514
04:24:25.600 --> 04:24:27.600
And it doesn't matter what level of service you are selling.

6515
04:24:27.600 --> 04:24:29.600
You're always selling the same thing.

6516
04:24:29.600 --> 04:24:30.600
It's always Maui.

6517
04:24:30.600 --> 04:24:32.600
It's just, how do you want to get there?

6518
04:24:32.600 --> 04:24:33.600
You want to swim the Maui?

6519
04:24:33.600 --> 04:24:34.600
Right?

6520
04:24:34.600 --> 04:24:35.600
Do you want to take a boat to Maui?

6521
04:24:35.600 --> 04:24:36.600
Do you want to take a normal flight?

6522
04:24:36.600 --> 04:24:38.600
Or do you want to take a private jet to Maui?

6523
04:24:38.600 --> 04:24:39.600
Right?

6524
04:24:39.600 --> 04:24:41.600
You're going to Maui either way because we're a man of our word.

6525
04:24:41.600 --> 04:24:43.600
And I'm not going to sell you something that's not going to deliver.

6526
04:24:43.600 --> 04:24:44.600
Right?

6527
04:24:44.600 --> 04:24:45.600
But it's going to be a little different.

6528
04:24:45.600 --> 04:24:46.600
A little bit rockier, but we can get you there.

6529
04:24:46.600 --> 04:24:47.600
All right?

6530
04:24:47.600 --> 04:24:48.600
So, everyone gets to Maui.

6531
04:24:48.600 --> 04:24:50.600
The variables are the speed and the quality of the journey.

6532
04:24:50.600 --> 04:24:51.600
All right?

6533
04:24:51.600 --> 04:24:52.600
The likelihood of arrival is assumed.

6534
04:24:52.600 --> 04:24:54.600
So, since it's always the same thing,

6535
04:24:54.600 --> 04:24:57.600
you probably have multiple levels of business.

6536
04:24:57.600 --> 04:24:59.600
But it's always the same process, right?

6537
04:24:59.600 --> 04:25:02.600
And so, once we have that, they're like, got it.

6538
04:25:02.600 --> 04:25:03.600
And then we just make the ask.

6539
04:25:03.600 --> 04:25:04.600
All right?

6540
04:25:04.600 --> 04:25:05.600
From this point going forward,

6541
04:25:05.600 --> 04:25:07.600
it's explaining where their concerns, like any human being

6542
04:25:07.600 --> 04:25:08.600
would normally do.

6543
04:25:08.600 --> 04:25:10.600
I can drill price over, comes with you.

6544
04:25:10.600 --> 04:25:12.600
But I think it's more valid to explain the thought presses

6545
04:25:12.600 --> 04:25:17.600
behind price, stall, and decision maker objections.

6546
04:25:17.600 --> 04:25:18.600
All right?

6547
04:25:18.600 --> 04:25:20.600
So, the first and obvious one is, I can't afford it.

6548
04:25:20.600 --> 04:25:21.600
Anyone get this one?

6549
04:25:21.600 --> 04:25:22.600
Right?

6550
04:25:22.600 --> 04:25:23.600
Couple of people.

6551
04:25:23.600 --> 04:25:24.600
Two people have gotten this up.

6552
04:25:24.600 --> 04:25:26.600
You guys have the best leads.

6553
04:25:26.600 --> 04:25:27.600
Give me your leads.

6554
04:25:27.600 --> 04:25:31.600
And so, the easiest question that I used to explain to our sales team,

6555
04:25:31.600 --> 04:25:33.600
because it's really about breaking their beliefs,

6556
04:25:33.600 --> 04:25:36.600
is if we were given away for worries right now,

6557
04:25:36.600 --> 04:25:40.600
for five grand, do you think they'd find a way to get the money?

6558
04:25:40.600 --> 04:25:41.600
Yes.

6559
04:25:41.600 --> 04:25:45.600
So that simply, they do not understand the value we're trying to provide.

6560
04:25:45.600 --> 04:25:47.600
And if you can get your team to believe that,

6561
04:25:47.600 --> 04:25:49.600
then they understand that it is always their faults

6562
04:25:49.600 --> 04:25:51.600
if someone cannot afford the program.

6563
04:25:51.600 --> 04:25:52.600
Does that make sense?

6564
04:25:52.600 --> 04:25:54.600
It's astic.

6565
04:25:54.600 --> 04:25:56.600
Second, decision maker close.

6566
04:25:56.600 --> 04:25:59.600
One of the hardest things to overcome, right?

6567
04:25:59.600 --> 04:26:02.600
I got to have my business partner, I got to have my husband,

6568
04:26:02.600 --> 04:26:04.600
my spouse, my whatever, right?

6569
04:26:04.600 --> 04:26:07.600
So we have a specific process that we go about this.

6570
04:26:07.600 --> 04:26:10.600
And so what we do is in the very beginning, we just say,

6571
04:26:10.600 --> 04:26:13.600
we circumvent, then we go over past agreements,

6572
04:26:13.600 --> 04:26:14.600
and then we ask for forgiveness.

6573
04:26:14.600 --> 04:26:17.600
All right, this is the best way that I've seen to overcome this.

6574
04:26:17.600 --> 04:26:20.600
So the first thing we say is, well, what if they say no?

6575
04:26:20.600 --> 04:26:21.600
One out of three times, they'll be like,

6576
04:26:21.600 --> 04:26:22.600
I'd probably do it anyways.

6577
04:26:22.600 --> 04:26:23.600
We're like, let's get started.

6578
04:26:23.600 --> 04:26:24.600
Boom, it's done.

6579
04:26:24.600 --> 04:26:26.600
You'd be amazed how many times that actually works.

6580
04:26:26.600 --> 04:26:27.600
It's hilarious.

6581
04:26:27.600 --> 04:26:29.600
If they say, well, then I wouldn't do it.

6582
04:26:29.600 --> 04:26:31.600
Then we divert, we say,

6583
04:26:31.600 --> 04:26:34.600
well, what do you think their biggest objection would be about it?

6584
04:26:34.600 --> 04:26:36.600
Because now they're just using a foil.

6585
04:26:36.600 --> 04:26:38.600
Even the person's not there, and it's nobody with the programis,

6586
04:26:38.600 --> 04:26:39.600
because they're not involved in the call, right?

6587
04:26:39.600 --> 04:26:40.600
They're like, well, I think this.

6588
04:26:40.600 --> 04:26:42.600
And at this point, we can attack the actual obstacle,

6589
04:26:42.600 --> 04:26:44.600
even though the decision maker isn't there.

6590
04:26:44.600 --> 04:26:47.600
Now, if we still can't overcome it, then we go to past agreements.

6591
04:26:47.600 --> 04:26:51.600
We say, well, did your business partner know that you guys are struggling on sales?

6592
04:26:51.600 --> 04:26:52.600
Well, yeah.

6593
04:26:52.600 --> 04:26:53.600
Does he approve of that?

6594
04:26:53.600 --> 04:26:54.600
Well, no.

6595
04:26:54.600 --> 04:26:57.600
Then why would he be against something that he already doesn't approve of?

6596
04:26:57.600 --> 04:26:58.600
That doesn't make any sense.

6597
04:26:58.600 --> 04:27:00.600
Why would he be against a business partner solving a problem?

6598
04:27:00.600 --> 04:27:01.600
Then what would you do?

6599
04:27:01.600 --> 04:27:02.600
Well, it's great.

6600
04:27:02.600 --> 04:27:03.600
You're being a great partner.

6601
04:27:03.600 --> 04:27:04.600
Let's go.

6602
04:27:04.600 --> 04:27:07.600
And so we try and rely on past agreements that are obvious

6603
04:27:07.600 --> 04:27:09.600
and use those to project into the present.

6604
04:27:09.600 --> 04:27:15.600
And then finally, sometimes it's a better ask for forgiveness and permission, right?

6605
04:27:15.600 --> 04:27:17.600
And so we'll tack that on then.

6606
04:27:17.600 --> 04:27:19.600
You can put that at the end of any of the closes.

6607
04:27:19.600 --> 04:27:22.600
And so when we're dealing with this with price, it's value.

6608
04:27:22.600 --> 04:27:26.600
With decision maker, we go on past agreements.

6609
04:27:26.600 --> 04:27:30.600
And with stalls, we just teach people to make decisions.

6610
04:27:30.600 --> 04:27:33.600
People are just so afraid of making the wrong decision.

6611
04:27:33.600 --> 04:27:34.600
They're petrified.

6612
04:27:34.600 --> 04:27:37.600
And so what we do is we literally teach them on the call, here's how we make a decision.

6613
04:27:37.600 --> 04:27:39.600
These are the variables you should be considering.

6614
04:27:39.600 --> 04:27:41.600
X, Y, and Z, right?

6615
04:27:41.600 --> 04:27:42.600
Can the product meet your needs?

6616
04:27:42.600 --> 04:27:47.600
Do you think that if you work with us, you have a greater or lower likelihood of losing weight?

6617
04:27:47.600 --> 04:27:48.600
Greater.

6618
04:27:48.600 --> 04:27:49.600
Fantastic.

6619
04:27:49.600 --> 04:27:50.600
I think we're halfway there.

6620
04:27:50.600 --> 04:27:51.600
Do you want to work with us?

6621
04:27:51.600 --> 04:27:53.600
Do you think it'd be fun to hang out and see me every day?

6622
04:27:53.600 --> 04:27:55.600
Because believe me, this stash, I had to work.

6623
04:27:55.600 --> 04:27:57.600
I had to work 12 months to get my wife to say yes to that.

6624
04:27:57.600 --> 04:27:59.600
So I understand if you're hesitant.

6625
04:27:59.600 --> 04:28:00.600
Does that make sense?

6626
04:28:00.600 --> 04:28:01.600
Would you be willing to do that?

6627
04:28:01.600 --> 04:28:02.600
All right, let's rock.

6628
04:28:02.600 --> 04:28:03.600
Right?

6629
04:28:03.600 --> 04:28:05.600
And then do you have access to funds or know someone who does?

6630
04:28:05.600 --> 04:28:06.600
Right?

6631
04:28:06.600 --> 04:28:07.600
It's not just about you.

6632
04:28:07.600 --> 04:28:10.600
Because if it's something that's amazing, we can find other ways to finance this.

6633
04:28:10.600 --> 04:28:13.600
So do you have access or know someone who does?

6634
04:28:13.600 --> 04:28:14.600
Yes.

6635
04:28:14.600 --> 04:28:15.600
Well then, great.

6636
04:28:15.600 --> 04:28:16.600
Let's get started.

6637
04:28:16.600 --> 04:28:20.600
And if for some reason, we haven't closed it at this point, we say, how about this?

6638
04:28:20.600 --> 04:28:22.600
Let's take a card down.

6639
04:28:22.600 --> 04:28:23.600
We'll delay the payment to Friday.

6640
04:28:23.600 --> 04:28:25.600
You go to your husband, you go to your business partner, right?

6641
04:28:25.600 --> 04:28:26.600
You go to your, I love this one.

6642
04:28:26.600 --> 04:28:27.600
You go to your husband, right?

6643
04:28:27.600 --> 04:28:31.600
And he says, baby, I want you to live a shorter life.

6644
04:28:31.600 --> 04:28:34.600
I want you to, I want you to be a terrible example of our kids.

6645
04:28:34.600 --> 04:28:38.600
I want you to not have generational health in our family to be passed down.

6646
04:28:38.600 --> 04:28:39.600
I want you to sit in that corner.

6647
04:28:39.600 --> 04:28:44.600
I want you to pull those sweatpants up, take up a bag of Cheetos, rub your fingers on there, right?

6648
04:28:44.600 --> 04:28:47.600
And just get comfortable with the fact that you're never going to look better than you are right now.

6649
04:28:47.600 --> 04:28:49.600
It's like, if your husband says that to you, you call me back.

6650
04:28:49.600 --> 04:28:51.600
And I will tear this contract up.

6651
04:28:51.600 --> 04:28:52.600
Fair enough?

6652
04:28:52.600 --> 04:28:53.600
Right?

6653
04:28:53.600 --> 04:28:54.600
You close them.

6654
04:28:54.600 --> 04:28:55.600
All right?

6655
04:28:55.600 --> 04:28:56.600
So we explain where they're concerns.

6656
04:28:56.600 --> 04:28:59.600
And then finally, we get the yes, we reinforce the decision.

6657
04:28:59.600 --> 04:29:01.600
This is stuff that we started doing, and it helped a lot.

6658
04:29:01.600 --> 04:29:04.600
So, personalized video from the CEO, hey, welcome aboard.

6659
04:29:04.600 --> 04:29:05.600
So happy to have you.

6660
04:29:05.600 --> 04:29:06.600
Thank you for trusting us with your business.

6661
04:29:06.600 --> 04:29:07.600
Hey, we're so happy to have you.

6662
04:29:07.600 --> 04:29:09.600
Thank you for trusting with your weight loss journey.

6663
04:29:09.600 --> 04:29:12.600
And our personalized says, we want you, everything in our power to absolutely amaze you.

6664
04:29:12.600 --> 04:29:13.600
Right?

6665
04:29:13.600 --> 04:29:14.600
Little things like that.

6666
04:29:14.600 --> 04:29:17.600
Because the customers usually deciding whether or not they like your business

6667
04:29:17.600 --> 04:29:19.600
in the first 48 hours after the sale.

6668
04:29:19.600 --> 04:29:20.600
I'll learn this later.

6669
04:29:20.600 --> 04:29:25.600
So how you hand off from sale to customer experience and activation

6670
04:29:25.600 --> 04:29:26.600
is where this all happens.

6671
04:29:26.600 --> 04:29:27.600
Does that make sense?

6672
04:29:27.600 --> 04:29:28.600
Is that cool?

6673
04:29:28.600 --> 04:29:29.600
Was that nice?

6674
04:29:29.600 --> 04:29:30.600
A lot of framework to work through?

6675
04:29:30.600 --> 04:29:31.600
Okay.

6676
04:29:31.600 --> 04:29:33.600
So that's the supposed to framework.

6677
04:29:33.600 --> 04:29:35.600
That is the first thing that we can run your script through.

6678
04:29:35.600 --> 04:29:36.600
All right?

6679
04:29:36.600 --> 04:29:38.600
How to ask the questions to get the prospects to say yes.

6680
04:29:38.600 --> 04:29:39.600
Check.

6681
04:29:39.600 --> 04:29:40.600
One down, two to go.

6682
04:29:40.600 --> 04:29:41.600
You with me?

6683
04:29:41.600 --> 04:29:42.600
You're still good?

6684
04:29:42.600 --> 04:29:43.600
All right.

6685
04:29:43.600 --> 04:29:44.600
Let's rock.

6686
04:29:44.600 --> 04:29:45.600
So conviction framework number two.

6687
04:29:45.600 --> 04:29:48.600
How anyone who believes can outperform a season sales rep

6688
04:29:48.600 --> 04:29:51.600
by simply learning to control their tone.

6689
04:29:51.600 --> 04:29:52.600
All right?

6690
04:29:52.600 --> 04:29:56.600
So after I reworked all of our scripts using the closure framework,

6691
04:29:56.600 --> 04:29:59.600
some of my guys were really successful.

6692
04:29:59.600 --> 04:30:01.600
But other ones still blue.

6693
04:30:01.600 --> 04:30:02.600
And I was like, well, this sucks.

6694
04:30:02.600 --> 04:30:03.600
Right?

6695
04:30:03.600 --> 04:30:04.600
I was really excited.

6696
04:30:04.600 --> 04:30:05.600
I had a little acronym and everything.

6697
04:30:05.600 --> 04:30:08.600
I was like, that took me a long time to come with the acronym.

6698
04:30:08.600 --> 04:30:09.600
Right?

6699
04:30:09.600 --> 04:30:10.600
And I was like, what gives?

6700
04:30:10.600 --> 04:30:13.600
And so I talked to my friends.

6701
04:30:13.600 --> 04:30:16.600
And they recommended this book, which was awesome.

6702
04:30:16.600 --> 04:30:19.600
And the biggest takeaway from this book is the concept of tone.

6703
04:30:19.600 --> 04:30:21.600
And this was something that really helped take us

6704
04:30:21.600 --> 04:30:25.600
and give an extra edge for our sales training ourselves process

6705
04:30:25.600 --> 04:30:27.600
and the coaching that we give people.

6706
04:30:27.600 --> 04:30:28.600
Right?

6707
04:30:28.600 --> 04:30:30.600
And so in the book, you talked about the hidden dialogue,

6708
04:30:30.600 --> 04:30:31.600
which I just love.

6709
04:30:31.600 --> 04:30:34.600
And I just never want to take credit for an idea because I got to remember.

6710
04:30:34.600 --> 04:30:36.600
But there's two dialogues that are happening.

6711
04:30:36.600 --> 04:30:37.600
Right?

6712
04:30:37.600 --> 04:30:39.600
Because the words are the logic.

6713
04:30:39.600 --> 04:30:40.600
Right?

6714
04:30:40.600 --> 04:30:42.600
Which you're actually saying is talking to the logical brain.

6715
04:30:42.600 --> 04:30:45.600
How you say it is talking to the emotional brain.

6716
04:30:45.600 --> 04:30:46.600
Right?

6717
04:30:46.600 --> 04:30:47.600
And that's the one's making decision.

6718
04:30:47.600 --> 04:30:48.600
That's the one running the shop.

6719
04:30:48.600 --> 04:30:49.600
All right?

6720
04:30:49.600 --> 04:30:54.600
And so how you say what you say is what you say.

6721
04:30:54.600 --> 04:30:56.600
So here's an example.

6722
04:30:56.600 --> 04:30:57.600
That's my wife.

6723
04:30:57.600 --> 04:30:59.600
She's going to be here with me soon.

6724
04:30:59.600 --> 04:31:01.600
But if she were here.

6725
04:31:01.600 --> 04:31:03.600
If she said, Alex.

6726
04:31:03.600 --> 04:31:04.600
Right?

6727
04:31:04.600 --> 04:31:06.600
Or Alex.

6728
04:31:06.600 --> 04:31:07.600
Right?

6729
04:31:07.600 --> 04:31:08.600
Or Alex.

6730
04:31:08.600 --> 04:31:10.600
Very different meanings.

6731
04:31:10.600 --> 04:31:12.600
Very different afternoon for me.

6732
04:31:12.600 --> 04:31:13.600
In each of these scenarios.

6733
04:31:13.600 --> 04:31:14.600
Right?

6734
04:31:14.600 --> 04:31:16.600
Based on how she said it.

6735
04:31:16.600 --> 04:31:17.600
Because there's so much communicated.

6736
04:31:17.600 --> 04:31:19.600
And that's just one word.

6737
04:31:19.600 --> 04:31:21.600
Imagine a 30 minute dialogue.

6738
04:31:21.600 --> 04:31:27.600
Where each word can be chosen to have packed with the meaning that you need them to feel.

6739
04:31:27.600 --> 04:31:29.600
Does that make sense?

6740
04:31:29.600 --> 04:31:30.600
Okay.

6741
04:31:30.600 --> 04:31:32.600
So we need the words for the logical influence.

6742
04:31:32.600 --> 04:31:34.600
We need the tone for the emotional influence.

6743
04:31:34.600 --> 04:31:35.600
We need both.

6744
04:31:35.600 --> 04:31:36.600
Okay?

6745
04:31:36.600 --> 04:31:38.600
And so once you become a more seasoned like sales prep,

6746
04:31:38.600 --> 04:31:40.600
you can learn to control your tonal purpose.

6747
04:31:40.600 --> 04:31:41.600
Right?

6748
04:31:41.600 --> 04:31:44.600
You can raise your voice at the end of the statement to make it into a question.

6749
04:31:44.600 --> 04:31:45.600
Right?

6750
04:31:45.600 --> 04:31:47.600
It's a question.

6751
04:31:47.600 --> 04:31:49.600
This is John.

6752
04:31:49.600 --> 04:31:50.600
Right?

6753
04:31:50.600 --> 04:31:51.600
I didn't need to ask him.

6754
04:31:51.600 --> 04:31:52.600
I'm saying.

6755
04:31:52.600 --> 04:31:53.600
You know to answer that as a question.

6756
04:31:53.600 --> 04:31:54.600
I didn't ask you that.

6757
04:31:54.600 --> 04:31:55.600
But you know that based on the tone.

6758
04:31:55.600 --> 04:31:56.600
Right?

6759
04:31:56.600 --> 04:31:58.600
Or I could lower my voice for announcing that.

6760
04:31:58.600 --> 04:31:59.600
What I'm saying?

6761
04:31:59.600 --> 04:32:01.600
Extremely important.

6762
04:32:01.600 --> 04:32:02.600
Right?

6763
04:32:02.600 --> 04:32:03.600
Toned matters.

6764
04:32:03.600 --> 04:32:07.600
And so it takes time to develop this level of unconscious mastery.

6765
04:32:07.600 --> 04:32:09.600
So there's two ways to develop this.

6766
04:32:09.600 --> 04:32:12.600
And I believe that you can either trick yourself into it,

6767
04:32:12.600 --> 04:32:14.600
or you can train yourself into it.

6768
04:32:14.600 --> 04:32:18.600
And since I don't have enough time in 30 minutes to train on the influence of tonalities,

6769
04:32:18.600 --> 04:32:19.600
here's the trick.

6770
04:32:19.600 --> 04:32:20.600
Is that all right?

6771
04:32:20.600 --> 04:32:21.600
Let's give you the hack.

6772
04:32:21.600 --> 04:32:23.600
Conviction will correct your tone.

6773
04:32:23.600 --> 04:32:26.600
If you believe in what you sell,

6774
04:32:26.600 --> 04:32:28.600
you will say it the right way.

6775
04:32:28.600 --> 04:32:32.600
And that's why some of you guys have a sales rep who comes on, crushes it, and then tanks.

6776
04:32:32.600 --> 04:32:35.600
Because they did believe, and then they saw your reviews,

6777
04:32:35.600 --> 04:32:39.600
or they got customer support feedback, or someone called them up after buying it.

6778
04:32:39.600 --> 04:32:40.600
It was like, fuck you.

6779
04:32:40.600 --> 04:32:41.600
I can't believe you did that.

6780
04:32:41.600 --> 04:32:42.600
And they're done.

6781
04:32:42.600 --> 04:32:45.600
And then all their tones off, because they feel like out of ethics.

6782
04:32:45.600 --> 04:32:46.600
Right?

6783
04:32:46.600 --> 04:32:49.600
And so I'm lowering my tone right now, so you know that this is really important.

6784
04:32:49.600 --> 04:32:50.600
Right?

6785
04:32:50.600 --> 04:32:53.600
And so I'll go up beat, kiss the boo-boo, bring us back up.

6786
04:32:53.600 --> 04:32:54.600
All right?

6787
04:32:54.600 --> 04:32:56.600
And so real estate sales team consulting.

6788
04:32:56.600 --> 04:32:57.600
This is a great story.

6789
04:32:57.600 --> 04:33:01.600
So I was flown out, paid way more money than I should have been paid,

6790
04:33:01.600 --> 04:33:03.600
to fly out and consult with the sales team.

6791
04:33:03.600 --> 04:33:06.600
All right, they were selling mortgage leads, the example I was giving earlier.

6792
04:33:06.600 --> 04:33:10.600
And they were really excited, and they wanted me to give this ABC always be closing chat,

6793
04:33:10.600 --> 04:33:12.600
like this huge pump-up chat.

6794
04:33:12.600 --> 04:33:14.600
And so I spent the first half of the day on the script.

6795
04:33:14.600 --> 04:33:17.600
And the second half of the day was supposed to be drilling the sales team, right?

6796
04:33:17.600 --> 04:33:20.600
So I get on the sales team, they got, they get a nine person sales for it.

6797
04:33:20.600 --> 04:33:23.600
And they're like, we're having some problems with this guy, John.

6798
04:33:23.600 --> 04:33:24.600
It's like, all right, cool.

6799
04:33:24.600 --> 04:33:28.600
So I was like, John, how good are the leads?

6800
04:33:28.600 --> 04:33:32.600
It was like, well, you know,

6801
04:33:32.600 --> 04:33:34.600
there's kind of, and I was like, I'm good.

6802
04:33:34.600 --> 04:33:35.600
Thank you.

6803
04:33:35.600 --> 04:33:38.600
And I was like, because if you fucking thought the leads were good,

6804
04:33:38.600 --> 04:33:40.600
you would say, dude, they're unreal.

6805
04:33:40.600 --> 04:33:41.600
I can't believe it.

6806
04:33:41.600 --> 04:33:43.600
Right now, I'm getting my mom to pass her real estate certification,

6807
04:33:43.600 --> 04:33:44.600
so I can start sending her leads.

6808
04:33:44.600 --> 04:33:45.600
I'm studying for mine.

6809
04:33:45.600 --> 04:33:46.600
I'm a couple months behind.

6810
04:33:46.600 --> 04:33:48.600
But I'm telling you, as soon as I fucking get this thing passed,

6811
04:33:48.600 --> 04:33:49.600
I'm out of here.

6812
04:33:49.600 --> 04:33:50.600
I'm going to start buying these leads myself,

6813
04:33:50.600 --> 04:33:53.600
because I make more than I make right now the sales guy.

6814
04:33:53.600 --> 04:33:56.600
That's what you'd say if you believed, right?

6815
04:33:56.600 --> 04:33:59.600
The way you say it, what you'd say would be entirely different.

6816
04:33:59.600 --> 04:34:01.600
And so one of the hacks on this, by the way,

6817
04:34:01.600 --> 04:34:03.600
if you're out in hot or has sales guy got hot,

6818
04:34:03.600 --> 04:34:05.600
so it's just closing, closing, closing, closing.

6819
04:34:05.600 --> 04:34:06.600
Anyone?

6820
04:34:06.600 --> 04:34:10.600
That becomes a sales training for that person,

6821
04:34:10.600 --> 04:34:12.600
because the way they ask the question,

6822
04:34:12.600 --> 04:34:17.600
at what point, how they closed, that's how it's perfect.

6823
04:34:17.600 --> 04:34:19.600
And so they should study the best game footage

6824
04:34:19.600 --> 04:34:20.600
when they're on a streak,

6825
04:34:20.600 --> 04:34:22.600
and that's when you can replicate it much more easily,

6826
04:34:22.600 --> 04:34:24.600
because it's like in the wild, you're witnessing it,

6827
04:34:24.600 --> 04:34:26.600
and that's when they're masters, right, in those moments.

6828
04:34:26.600 --> 04:34:28.600
All right, and so these are the actions that we do.

6829
04:34:28.600 --> 04:34:30.600
So I'm transitioning to tactics for you guys,

6830
04:34:30.600 --> 04:34:31.600
with teams, all right.

6831
04:34:31.600 --> 04:34:33.600
Re-read the testimonials out loud daily

6832
04:34:33.600 --> 04:34:35.600
in front of your sales team.

6833
04:34:35.600 --> 04:34:37.600
If you got fresh ones, which you should,

6834
04:34:37.600 --> 04:34:39.600
read them, makes their day,

6835
04:34:39.600 --> 04:34:41.600
makes them feel like they're making an impact, right?

6836
04:34:41.600 --> 04:34:43.600
They're getting, they shit kicked out of every single day,

6837
04:34:43.600 --> 04:34:45.600
get an hung up on, getting cussed at,

6838
04:34:45.600 --> 04:34:47.600
get until the fuck off every day, right?

6839
04:34:47.600 --> 04:34:49.600
And like, the best thing you can do is give them

6840
04:34:49.600 --> 04:34:50.600
a cup of coffee that says, hey man,

6841
04:34:50.600 --> 04:34:52.600
you're fucking doing good in the world, right?

6842
04:34:52.600 --> 04:34:53.600
So they need, so do it every day.

6843
04:34:53.600 --> 04:34:55.600
Number two, fix everything you can about the product.

6844
04:34:55.600 --> 04:34:58.600
This is obvious, but I want to say it directly,

6845
04:34:58.600 --> 04:35:00.600
like don't blame the customer for lack of success

6846
04:35:00.600 --> 04:35:01.600
because it doesn't help anyone, right?

6847
04:35:01.600 --> 04:35:03.600
It doesn't help them, doesn't help us.

6848
04:35:03.600 --> 04:35:06.600
If we can take ownership, then we can fix the product, right?

6849
04:35:06.600 --> 04:35:08.600
Three, never stop improving it, so you always know it's up to date,

6850
04:35:08.600 --> 04:35:10.600
and this is a good one for the sales team.

6851
04:35:10.600 --> 04:35:13.600
If your sales dip, take your head of customer support,

6852
04:35:13.600 --> 04:35:15.600
bring them to the sales meeting,

6853
04:35:15.600 --> 04:35:19.600
and say, Erica, tell these guys what you do for our customers.

6854
04:35:19.600 --> 04:35:21.600
They're like, oh, well, the first day what we do is we send this text,

6855
04:35:21.600 --> 04:35:23.600
and we send them this letter, and then we give them swag,

6856
04:35:23.600 --> 04:35:25.600
and then we follow up with them, and then we like,

6857
04:35:25.600 --> 04:35:27.600
right, handwritten card, and we give them a back massage,

6858
04:35:27.600 --> 04:35:29.600
and a flip massage, and then we find a wife for them.

6859
04:35:29.600 --> 04:35:30.600
It's unbelievable, you know what I mean?

6860
04:35:30.600 --> 04:35:32.600
And then the sales guy is like, ah, this is fucking awesome.

6861
04:35:32.600 --> 04:35:34.600
I'm like, I know, let's go sell it, right?

6862
04:35:34.600 --> 04:35:37.600
And so these are the actions that you can do on a daily basis

6863
04:35:37.600 --> 04:35:39.600
to get your team to be excellent.

6864
04:35:39.600 --> 04:35:41.600
All right, and so that's how you can hack conviction

6865
04:35:41.600 --> 04:35:44.600
and get your team's tone unconsciously correct

6866
04:35:44.600 --> 04:35:46.600
by just truly believing in the product.

6867
04:35:46.600 --> 04:35:49.600
Is that cool? You think you'd sell more if you did that?

6868
04:35:49.600 --> 04:35:50.600
Sweet. Thank you.

6869
04:35:50.600 --> 04:35:54.600
All right, conviction framework number two, check!

6870
04:35:54.600 --> 04:35:56.600
All right, number three, scaling framework.

6871
04:35:56.600 --> 04:35:58.600
How to easily duplicate this process across sales people

6872
04:35:58.600 --> 04:36:01.600
on any niche in seven days or less, all right?

6873
04:36:01.600 --> 04:36:03.600
So we've talked about closing framework,

6874
04:36:03.600 --> 04:36:04.600
we've talked about conviction framework,

6875
04:36:04.600 --> 04:36:06.600
and this is the, oops, I think I'm going to skip one.

6876
04:36:06.600 --> 04:36:07.600
Oh, no, we are back, great.

6877
04:36:07.600 --> 04:36:09.600
So when I showed my sales team this stuff,

6878
04:36:09.600 --> 04:36:11.600
they didn't do it every time, all right?

6879
04:36:11.600 --> 04:36:12.600
Because you're probably going to come back from here,

6880
04:36:12.600 --> 04:36:14.600
all gung ho, you might show them this video,

6881
04:36:14.600 --> 04:36:16.600
and they're like, yeah, and they go raw raw for two to three days,

6882
04:36:16.600 --> 04:36:18.600
and then it's like back to normal, right?

6883
04:36:18.600 --> 04:36:19.600
No one wants that.

6884
04:36:19.600 --> 04:36:21.600
So piece by piece, we implement a process

6885
04:36:21.600 --> 04:36:25.600
to get the same outcome over and over and over again,

6886
04:36:25.600 --> 04:36:29.600
because of the $110 million we've sold, which is crazy.

6887
04:36:29.600 --> 04:36:31.600
It's been 100% over the phone.

6888
04:36:31.600 --> 04:36:33.600
No one over the age of 20.

6889
04:36:33.600 --> 04:36:34.600
No, we got one guy who's 40.

6890
04:36:34.600 --> 04:36:38.600
But besides him, everyone's younger than $27.

6891
04:36:38.600 --> 04:36:39.600
That's $27, 27 years old.

6892
04:36:39.600 --> 04:36:42.600
All right, like these are like crazy, you know what I mean?

6893
04:36:42.600 --> 04:36:44.600
Like crazy veterans, right?

6894
04:36:44.600 --> 04:36:46.600
You just do this process over and over again,

6895
04:36:46.600 --> 04:36:47.600
you get the right thing.

6896
04:36:47.600 --> 04:36:50.600
As a total aside, find people,

6897
04:36:50.600 --> 04:36:52.600
and educate them about your prospect,

6898
04:36:52.600 --> 04:36:54.600
about your product.

6899
04:36:54.600 --> 04:36:56.600
Because that's a big fuck up,

6900
04:36:56.600 --> 04:36:58.600
because they shouldn't even be talking that much about the product.

6901
04:36:58.600 --> 04:37:00.600
They should be knowing everything about the prospect.

6902
04:37:00.600 --> 04:37:02.600
And so right now, if you're a sales training,

6903
04:37:02.600 --> 04:37:04.600
is focused on your product, doing it wrong.

6904
04:37:04.600 --> 04:37:07.600
These are the six seas that I used to scale teams,

6905
04:37:07.600 --> 04:37:09.600
from little guy to lots of guys.

6906
04:37:09.600 --> 04:37:14.600
All right, so we used this to build a 3000 person affiliate base

6907
04:37:14.600 --> 04:37:16.600
in our physical products company.

6908
04:37:16.600 --> 04:37:18.600
It added 35 million sales,

6909
04:37:18.600 --> 04:37:20.600
which is cool, which is awesome.

6910
04:37:20.600 --> 04:37:22.600
And so I will show you how this works.

6911
04:37:22.600 --> 04:37:23.600
All right.

6912
04:37:23.600 --> 04:37:25.600
And so we've used these sales teams,

6913
04:37:25.600 --> 04:37:26.600
and this is how we've kind of,

6914
04:37:26.600 --> 04:37:27.600
these were all multi-figured teams,

6915
04:37:27.600 --> 04:37:28.600
and I'll show you what we did.

6916
04:37:28.600 --> 04:37:29.600
All right.

6917
04:37:29.600 --> 04:37:31.600
So closure sequence is the first C,

6918
04:37:31.600 --> 04:37:32.600
which we went over earlier.

6919
04:37:32.600 --> 04:37:34.600
The second C is consistent daily training and conviction,

6920
04:37:34.600 --> 04:37:36.600
and I'll show you how to do each of these.

6921
04:37:36.600 --> 04:37:38.600
Call recordings, you got to record them.

6922
04:37:38.600 --> 04:37:41.600
Communication cycles, cuts, and competition.

6923
04:37:41.600 --> 04:37:42.600
There's the six seas.

6924
04:37:42.600 --> 04:37:44.600
All right.

6925
04:37:44.600 --> 04:37:47.600
So, number one, make sure you have a question-based framework

6926
04:37:47.600 --> 04:37:49.600
that follows those steps in the script.

6927
04:37:49.600 --> 04:37:50.600
It should just be questions.

6928
04:37:50.600 --> 04:37:52.600
It's so much easier to just follow questions,

6929
04:37:52.600 --> 04:37:54.600
because if someone's out and, you know,

6930
04:37:54.600 --> 04:37:57.600
out in left field, you know, wandering on to the highway,

6931
04:37:57.600 --> 04:37:59.600
you're like, whoa, hey, come back over here.

6932
04:37:59.600 --> 04:38:01.600
This is the next question in this process.

6933
04:38:01.600 --> 04:38:02.600
So, thank you so much for sharing that.

6934
04:38:02.600 --> 04:38:03.600
That must have been so hard for you.

6935
04:38:03.600 --> 04:38:05.600
So, what do you think that brought you here?

6936
04:38:05.600 --> 04:38:06.600
All right.

6937
04:38:06.600 --> 04:38:07.600
Thank you. Go right in the next question.

6938
04:38:07.600 --> 04:38:08.600
All right.

6939
04:38:08.600 --> 04:38:10.600
Number two, consistent daily training.

6940
04:38:10.600 --> 04:38:12.600
This is the number one thing if you take one thing away

6941
04:38:12.600 --> 04:38:14.600
from this besides conviction, because that'll do more for yourselves

6942
04:38:14.600 --> 04:38:15.600
than anything.

6943
04:38:15.600 --> 04:38:16.600
This is the second biggest thing.

6944
04:38:16.600 --> 04:38:17.600
All right.

6945
04:38:17.600 --> 04:38:20.600
Is that daily training, our team trained 60 minutes a day,

6946
04:38:20.600 --> 04:38:23.600
five days a week, we actually do twice a day stuff,

6947
04:38:23.600 --> 04:38:24.600
but that's okay.

6948
04:38:24.600 --> 04:38:26.600
Anyways, for right now, if you just do this,

6949
04:38:26.600 --> 04:38:28.600
you'll already be way better than everyone else in your market.

6950
04:38:28.600 --> 04:38:29.600
All right.

6951
04:38:29.600 --> 04:38:30.600
So, we do talking and listening,

6952
04:38:30.600 --> 04:38:33.600
because a salesperson needs to know how to speak the right tone.

6953
04:38:33.600 --> 04:38:35.600
You know how to listen, right?

6954
04:38:35.600 --> 04:38:37.600
As we drill both skills.

6955
04:38:37.600 --> 04:38:39.600
For talking, we haven't read the script out loud

6956
04:38:39.600 --> 04:38:42.600
and the questions with the correct tonality for 25 minutes.

6957
04:38:42.600 --> 04:38:44.600
And if they fuck up, they start again.

6958
04:38:44.600 --> 04:38:45.600
Simple.

6959
04:38:45.600 --> 04:38:48.600
Five minutes, we drill obstacles overcomes.

6960
04:38:48.600 --> 04:38:49.600
I need to think about it.

6961
04:38:49.600 --> 04:38:50.600
I'm not sure.

6962
04:38:50.600 --> 04:38:51.600
I don't have the money.

6963
04:38:51.600 --> 04:38:52.600
Can't afford that right now.

6964
04:38:52.600 --> 04:38:54.600
I got to talk to my partner, right?

6965
04:38:54.600 --> 04:38:56.600
I know it's going to work in my market,

6966
04:38:56.600 --> 04:38:57.600
or whatever your specific obstacles are.

6967
04:38:57.600 --> 04:38:59.600
Because those, when they're in the red zone,

6968
04:38:59.600 --> 04:39:00.600
they shouldn't have to think about those.

6969
04:39:00.600 --> 04:39:03.600
So, the only two things that someone will ever truly memorize

6970
04:39:03.600 --> 04:39:06.600
will be those 30-second anecdotal stories I mentioned earlier

6971
04:39:06.600 --> 04:39:07.600
in your obstacle overcomes.

6972
04:39:07.600 --> 04:39:10.600
It makes it much easier to get new people on the team.

6973
04:39:10.600 --> 04:39:11.600
Listening.

6974
04:39:11.600 --> 04:39:15.600
So, every day, we'll listen to a 30-minute recording

6975
04:39:15.600 --> 04:39:18.600
and we'll go with, what went right in this call?

6976
04:39:18.600 --> 04:39:20.600
What went wrong?

6977
04:39:20.600 --> 04:39:21.600
What do you do next time?

6978
04:39:21.600 --> 04:39:22.600
Very simple.

6979
04:39:22.600 --> 04:39:23.600
Right?

6980
04:39:23.600 --> 04:39:24.600
You play the call.

6981
04:39:24.600 --> 04:39:25.600
Everyone watches.

6982
04:39:25.600 --> 04:39:26.600
Game tape review.

6983
04:39:26.600 --> 04:39:28.600
We're like, man, you got kicked in the balls on this one.

6984
04:39:28.600 --> 04:39:29.600
Right?

6985
04:39:29.600 --> 04:39:32.600
But, you had great rapport in the first five minutes.

6986
04:39:32.600 --> 04:39:33.600
Right?

6987
04:39:33.600 --> 04:39:35.600
You're like, what went wrong?

6988
04:39:35.600 --> 04:39:37.600
And that was about it.

6989
04:39:37.600 --> 04:39:39.600
And what you can do next time.

6990
04:39:39.600 --> 04:39:41.600
I'm a transition from the report of the question asking

6991
04:39:41.600 --> 04:39:42.600
without sounding like a douchebag.

6992
04:39:42.600 --> 04:39:43.600
Fantastic.

6993
04:39:43.600 --> 04:39:44.600
All right?

6994
04:39:44.600 --> 04:39:45.600
Next day.

6995
04:39:45.600 --> 04:39:46.600
And you continue to improve.

6996
04:39:46.600 --> 04:39:48.600
I know this sounds crazy simple,

6997
04:39:48.600 --> 04:39:50.600
but it's so simple, no one will do it.

6998
04:39:50.600 --> 04:39:51.600
So, number three.

6999
04:39:51.600 --> 04:39:52.600
Seize is call recordings.

7000
04:39:52.600 --> 04:39:54.600
If you don't call, like, record your calls one,

7001
04:39:54.600 --> 04:39:55.600
you're not compliant.

7002
04:39:55.600 --> 04:39:57.600
But two, like, how are you going to study game film?

7003
04:39:57.600 --> 04:39:58.600
You know what I mean?

7004
04:39:58.600 --> 04:39:59.600
Everybody's got all their data,

7005
04:39:59.600 --> 04:40:01.600
and you've got your mouse tracking on all the pages.

7006
04:40:01.600 --> 04:40:03.600
I'm like, where's the mouse tracking on the calls?

7007
04:40:03.600 --> 04:40:04.600
Right?

7008
04:40:04.600 --> 04:40:05.600
That's where you're going to train your team.

7009
04:40:05.600 --> 04:40:07.600
This is, like, every MBA team, they play the game,

7010
04:40:07.600 --> 04:40:08.600
and they watch the game footage.

7011
04:40:08.600 --> 04:40:09.600
Right?

7012
04:40:09.600 --> 04:40:10.600
Why are we not doing that with the sales team?

7013
04:40:10.600 --> 04:40:11.600
And so, you have to record it.

7014
04:40:11.600 --> 04:40:13.600
If you zoom, gong is absolutely the best.

7015
04:40:13.600 --> 04:40:14.600
I highly recommend it.

7016
04:40:14.600 --> 04:40:15.600
It's been awesome.

7017
04:40:15.600 --> 04:40:16.600
We've used it for two years.

7018
04:40:16.600 --> 04:40:18.600
They'll tell you exactly how many minutes people are talking

7019
04:40:18.600 --> 04:40:19.600
versus someone else.

7020
04:40:19.600 --> 04:40:20.600
They'll tell you who's talking the most.

7021
04:40:20.600 --> 04:40:21.600
Where, how many questions were asked?

7022
04:40:21.600 --> 04:40:23.600
At the AI, they have their unbelievable.

7023
04:40:23.600 --> 04:40:25.600
It's expensive, but it's worth it.

7024
04:40:25.600 --> 04:40:26.600
Four.

7025
04:40:26.600 --> 04:40:28.600
Com cycles and feedback.

7026
04:40:28.600 --> 04:40:30.600
I don't know if you guys have heard the story,

7027
04:40:30.600 --> 04:40:33.600
but if I were trying to fix your golf swing, right?

7028
04:40:34.600 --> 04:40:36.600
And I said, OK.

7029
04:40:36.600 --> 04:40:39.600
So, I take a swing, looking like I do, like an idiot, right?

7030
04:40:39.600 --> 04:40:41.600
And he's like, all right, man, well, first off,

7031
04:40:41.600 --> 04:40:43.600
lose 40 pounds so you can rotate.

7032
04:40:43.600 --> 04:40:46.600
After you do that, change your wrist by two degrees,

7033
04:40:46.600 --> 04:40:48.600
turn your other hand over, put your thumb underneath.

7034
04:40:48.600 --> 04:40:50.600
I need to take your first foot, put it forward,

7035
04:40:50.600 --> 04:40:51.600
and then point it the other way,

7036
04:40:51.600 --> 04:40:54.600
and then put this foot back and try again.

7037
04:40:54.600 --> 04:40:55.600
I'm fucked.

7038
04:40:55.600 --> 04:40:57.600
No chance of swinging, right?

7039
04:40:57.600 --> 04:41:00.600
But if you just said, hey, take another 20 swings

7040
04:41:00.600 --> 04:41:02.600
and just put one thumb under the other one.

7041
04:41:03.600 --> 04:41:05.600
I'd have one thing to work on, and I could probably get better.

7042
04:41:05.600 --> 04:41:08.600
And so when you're training, and this is for the sales directors,

7043
04:41:08.600 --> 04:41:10.600
if you're helping them out with that call,

7044
04:41:10.600 --> 04:41:12.600
what went right, what went wrong?

7045
04:41:12.600 --> 04:41:13.600
What am I going to do about it?

7046
04:41:13.600 --> 04:41:14.600
It's the one thing.

7047
04:41:14.600 --> 04:41:16.600
Does that make sense?

7048
04:41:16.600 --> 04:41:18.600
And so in terms of communication cycles,

7049
04:41:18.600 --> 04:41:20.600
we do weekly with the team.

7050
04:41:20.600 --> 04:41:22.600
We've got daily training.

7051
04:41:22.600 --> 04:41:24.600
We've got daily wrap up at the end,

7052
04:41:24.600 --> 04:41:26.600
which is really just to pump up and kiss them on the forehead

7053
04:41:26.600 --> 04:41:28.600
good night to make sure they feel OK, right?

7054
04:41:28.600 --> 04:41:30.600
Because they do get punched in the face all day.

7055
04:41:30.600 --> 04:41:33.600
It's worth being like, hey, you see Derek's overcome this morning.

7056
04:41:33.600 --> 04:41:34.600
He's fucking awesome.

7057
04:41:34.600 --> 04:41:35.600
He killed it.

7058
04:41:35.600 --> 04:41:36.600
Let's watch that as like highlight footage.

7059
04:41:36.600 --> 04:41:38.600
Like watch him say he's going to have to talk to his wife.

7060
04:41:38.600 --> 04:41:39.600
Bo!

7061
04:41:39.600 --> 04:41:40.600
Overcome, right?

7062
04:41:40.600 --> 04:41:42.600
And then they're like, dude, you killed it.

7063
04:41:42.600 --> 04:41:44.600
And then it just makes them feel like they're part of the team, right?

7064
04:41:44.600 --> 04:41:46.600
And so that's where we do the feedback and the communication cycles.

7065
04:41:46.600 --> 04:41:49.600
And then we do once a week, if they're new, we'll do one-on-ones.

7066
04:41:49.600 --> 04:41:51.600
If they're a little bit older, we'll do once every other week.

7067
04:41:51.600 --> 04:41:52.600
Does that make sense?

7068
04:41:52.600 --> 04:41:55.600
Can you use this right now when we give you for your sales teams?

7069
04:41:55.600 --> 04:41:57.600
OK, sweet.

7070
04:41:57.600 --> 04:41:59.600
Number five, cut the fat.

7071
04:41:59.600 --> 04:42:02.600
Cut it fast.

7072
04:42:02.600 --> 04:42:05.600
Randy probably knows this better than anyone.

7073
04:42:05.600 --> 04:42:08.600
When you hire salespeople, at least in my experience,

7074
04:42:08.600 --> 04:42:10.600
like it's sink or swim.

7075
04:42:10.600 --> 04:42:13.600
Like if guys can't close in the first week to two weeks

7076
04:42:13.600 --> 04:42:16.600
unless it's some sort of crazy complex thing, they ain't closing, right?

7077
04:42:16.600 --> 04:42:19.600
And then I've got somebody who now came in neutral.

7078
04:42:19.600 --> 04:42:21.600
Now they feel like they suck.

7079
04:42:21.600 --> 04:42:23.600
Right? They're actually worse than someone who's new.

7080
04:42:23.600 --> 04:42:25.600
Because now I've got to overcome all your beliefs and then bring you back up.

7081
04:42:25.600 --> 04:42:29.600
And so in my experience, it's been much easier to take a six and get them to a nine

7082
04:42:29.600 --> 04:42:32.600
than try and take a two and get them to a five.

7083
04:42:32.600 --> 04:42:35.600
It's more work and it's not good for me or him, right?

7084
04:42:35.600 --> 04:42:36.600
Does that make sense?

7085
04:42:36.600 --> 04:42:40.600
So in most cases, does anyone have a salesperson that you've been waiting for them

7086
04:42:40.600 --> 04:42:42.600
to turn the corner for the last six months?

7087
04:42:42.600 --> 04:42:44.600
They're not going to turn the corner.

7088
04:42:44.600 --> 04:42:47.600
Unless they have a good come to Jesus' moment, which does happen.

7089
04:42:47.600 --> 04:42:48.600
But it doesn't need to happen on my team.

7090
04:42:48.600 --> 04:42:50.600
You can do that and come back, right?

7091
04:42:50.600 --> 04:42:52.600
All right.

7092
04:42:52.600 --> 04:42:55.600
Number six, competition and career path, all right?

7093
04:42:55.600 --> 04:42:56.600
That's a big one.

7094
04:42:56.600 --> 04:42:59.600
So salespeople are competitive, right?

7095
04:42:59.600 --> 04:43:00.600
As they should be, right?

7096
04:43:00.600 --> 04:43:02.600
They are hunters and they should go hunt.

7097
04:43:02.600 --> 04:43:05.600
And so having computational regular basis, what we have found is that six-week cycles

7098
04:43:05.600 --> 04:43:06.600
tends to work best.

7099
04:43:06.600 --> 04:43:07.600
It is long enough that they believe they're going to accomplish something,

7100
04:43:07.600 --> 04:43:09.600
but short enough that believe it's going to happen soon.

7101
04:43:09.600 --> 04:43:12.600
And so we run our competitions on six-week cycles.

7102
04:43:12.600 --> 04:43:16.600
For us, I think what you said, whatever Ryan said about the percentages,

7103
04:43:16.600 --> 04:43:20.600
10 to 15 percent actually works pretty well as like a group goal.

7104
04:43:20.600 --> 04:43:23.600
When we have those as like top salesperson, we did like weekend,

7105
04:43:23.600 --> 04:43:24.600
the Vegas.

7106
04:43:24.600 --> 04:43:26.600
So we'll split all the guys that way, like four teams of four.

7107
04:43:26.600 --> 04:43:27.600
You know what I mean?

7108
04:43:27.600 --> 04:43:28.600
And they're all competing.

7109
04:43:28.600 --> 04:43:30.600
So it's like you get the competitiveness, but you still get the camaraderie.

7110
04:43:30.600 --> 04:43:32.600
Because if it's just one, you know, one versus everyone,

7111
04:43:32.600 --> 04:43:35.600
sometimes they can get a little bit too, you know, teethe.

7112
04:43:35.600 --> 04:43:37.600
And so having like little mini teams helps too,

7113
04:43:37.600 --> 04:43:39.600
because then you can kind of like make an adjusted draft.

7114
04:43:39.600 --> 04:43:43.600
You put the best guy out the worst guy and then he helps him out and he speeds him up.

7115
04:43:43.600 --> 04:43:44.600
Does that make sense?

7116
04:43:44.600 --> 04:43:47.600
And then career path, this is one that I probably learned later,

7117
04:43:47.600 --> 04:43:48.600
but it's really good.

7118
04:43:48.600 --> 04:43:56.600
Is that you can have minor, minor road milestones, like 50 deals closed,

7119
04:43:56.600 --> 04:43:58.600
100 deals closed, 150 deals closed, right?

7120
04:43:58.600 --> 04:44:01.600
And they just get a little, just a little, you know,

7121
04:44:01.600 --> 04:44:03.600
they go from 500 to 525 deal.

7122
04:44:03.600 --> 04:44:06.600
Right? They go from 525 deal to 550 deal.

7123
04:44:06.600 --> 04:44:09.600
Just the fact that there's this road map of where they're going,

7124
04:44:09.600 --> 04:44:13.600
and there's actual progress because sales is one of the most repetitive positions

7125
04:44:13.600 --> 04:44:15.600
in the world.

7126
04:44:15.600 --> 04:44:17.600
Just the fact that they're doing this and they're,

7127
04:44:17.600 --> 04:44:19.600
something is changing on the outside.

7128
04:44:19.600 --> 04:44:22.600
I think just helps relieve anxiety and help the guys focus.

7129
04:44:22.600 --> 04:44:24.600
So that is one of the things that I would recommend doing.

7130
04:44:24.600 --> 04:44:26.600
With the career path, and then obviously if you have roles,

7131
04:44:26.600 --> 04:44:28.600
like depending on how big your team is, manager, et cetera,

7132
04:44:28.600 --> 04:44:29.600
and you can move up.

7133
04:44:29.600 --> 04:44:33.600
Something that I don't have on here that I will add is that

7134
04:44:33.600 --> 04:44:35.600
this seems to be common practice, but remember,

7135
04:44:35.600 --> 04:44:39.600
dumbest marketer on earth, outbound and inbound,

7136
04:44:39.600 --> 04:44:42.600
skip them separated, and we also have setters and closers

7137
04:44:42.600 --> 04:44:44.600
for both of those teams.

7138
04:44:44.600 --> 04:44:46.600
So outbound sets are different than inbound sets,

7139
04:44:46.600 --> 04:44:49.600
which go to different ink closers on either side.

7140
04:44:49.600 --> 04:44:51.600
Right? Because the prospects are a little bit different.

7141
04:44:51.600 --> 04:44:54.600
Right? And so if you have lots of different types of leads

7142
04:44:54.600 --> 04:44:57.600
going to the same person, you're probably losing a lot of efficiency.

7143
04:44:57.600 --> 04:44:59.600
If you don't have that much lead flow, that's under the issue.

7144
04:44:59.600 --> 04:45:02.600
But it's as soon as you can, separating them out

7145
04:45:02.600 --> 04:45:04.600
will get you a lot higher conversion rates.

7146
04:45:04.600 --> 04:45:06.600
All right. So I'll recap this.

7147
04:45:06.600 --> 04:45:08.600
The 60s for scaling our closure sequence.

7148
04:45:08.600 --> 04:45:10.600
Make sure that it's in a question-based framework.

7149
04:45:10.600 --> 04:45:11.600
Daily trainings and convictions.

7150
04:45:11.600 --> 04:45:13.600
Like you're reading the testimonials every day.

7151
04:45:13.600 --> 04:45:14.600
You're training them every morning on talking,

7152
04:45:14.600 --> 04:45:16.600
listing the most valuable skills that a salesman can have.

7153
04:45:16.600 --> 04:45:18.600
Call recordings to make sure that they're actually doing it.

7154
04:45:18.600 --> 04:45:20.600
You have game tape footage to actually look at.

7155
04:45:20.600 --> 04:45:22.600
Communication cycles to actually improve on their skills

7156
04:45:22.600 --> 04:45:24.600
based on the game footage that we just had.

7157
04:45:24.600 --> 04:45:26.600
You cut the bottom people who are just dragging the team down.

7158
04:45:26.600 --> 04:45:28.600
That probably just don't have the makeup for this.

7159
04:45:28.600 --> 04:45:31.600
And then you keep it competitive, and you give them a career path

7160
04:45:31.600 --> 04:45:33.600
so they have something to look forward to in the future.

7161
04:45:33.600 --> 04:45:35.600
All right. And so now you can understand anyone can

7162
04:45:35.600 --> 04:45:36.600
talk to me on this live paper.

7163
04:45:36.600 --> 04:45:38.600
Pro, even if you don't think you're any good,

7164
04:45:38.600 --> 04:45:40.600
which is completely normal.

7165
04:45:40.600 --> 04:45:41.600
Yeah. That sounds.

7166
04:45:41.600 --> 04:45:43.600
That sounds.