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Welcome to the gym secrets podcast where you talk about how to get more customers how to make more

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Per customer and how to keep them longer and the many failures and lessons that we have learned along the way

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I hope you enjoy and subscribe

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Next up we have Alex Hermozzi the other half of the dynamic duo at gym watch they went from zero to 50 million in 20 months

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And he's gonna share his thoughts

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In 10 minutes and Alex three two one

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All right

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Who's pumped about sales

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Sort of pumped about okay, so quick question so I can cater this to you guys

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As I try and tell my team sometimes I'm gonna talk fast you can just listen fast so

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Who here has one person or less that would mean if you were selling

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Doing the majority of the sales in your company gonna get hand raised

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Okay, so like half okay, that's perfect in the other half of you have a sales team multiple two or more right okay

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So the name of my lovely talk is going to be the closer framework all right

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And so what I'm gonna do is break this up

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It's a two halves the first half is how you actually manage the conversation that should say work

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You get the idea close or framework

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And then the second half is how you manage the sales team so you can get wicked consistent sales on a monthly basis

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So first things first who here is ever struggled with

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Inconsistent lead quality inconsistent cack right you're like I thought I was at a thousand and now I'm at three thousand

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My leads are shit actually my leads are amazing

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My sales team is underwork now they're overworked. They said there's too many there's too few

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They're not being efficient at centers anyone dealt with any of that stuff

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Okay, cool, so I've run a lot of sales teams b2b. We did outswear sales company. We would fly two gyms

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Actually sell for them so we'd fill them up in 30 days with us actually flying people out and selling

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So we've done a lot of sales and this is the simplest framework that you can use

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And so this is the first of the five C's so I try to use markets is five C's so when you go home you've got ten C's okay

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so

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The first one it governs the conversation

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So that's kind of for everyone who was raised this kind of more of you over here

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We're raising your hands about like about one person or it's me

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This is the governing framework for how you make the conversation see is you clarify

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Why the person is there all right now when you use this framework

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Everything that's in your framework has to be a question only do not put paragraphs do not put statements because they will start reading them

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They can't think that way only put questions because they can pause

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They can ask another question they can pause they can ask another question and they need no intelligence to do that

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Which means it's scalable okay? So when you're asking so all of these buckets are the buckets under which you want to create the

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Framework that you're making your sale so it's like what made you get on the call

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What's your goal? Why is that important to you? What would it look like 12 months from now if this ideal outcome?

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Where do we be achieved right those are the clarification questions next you label them with a problem

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So what I'm hearing is you've done x, y, and z and the missing link has been x whatever is that right?

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Yes, got it. I now have a problem. You now have cancer. I can cure it all right next is oh

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We're gonna overview the pain. Okay, so I'm assuming not not the first person you've come to to try and solve this problem

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So what have you done in the past all right? I've done x, y, and z why did that not work for you?

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Obviously didn't work because they're on the phone with you all right

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So you always have that advantage because they are on the phone with you right now. So you're overseeing past pain

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We call the pain cycle you do that until they have nothing left and you're like awesome and then you recap the pain

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Then s you saw the vacation

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This is the only thing that your

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Sales people have to actually know there's gonna be three stories that you're gonna tell them

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They're gonna be illustrative of the thing that you were helping them solve

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So an example would be fitness nutrition and a fitness nutrition and accountability if I was trying to solve weight loss

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Right you're usually missing one or two or all three of these things. That's why you weren't successful right

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You couldn't consistently work out you couldn't consistently eat the right way or no one was there to hold you accountable

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So make sense yes if you're selling leads it would be like you need your leads to be exclusive you need them to be timely you need them to be

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Geographic whatever like you're gonna find three things and then you have to give a short

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30-second snippet. Oh why that's important right if I was trying to illustrate accountability

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I'd be like hey did your parents ever tell you to brush your teeth me grow up

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You probably hated it. You're like no I don't want to and they kept doing it over time and I'll bet you brush your teeth now

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Right you need someone to hold you accountable so you can create the habit so make sense 30-second story they understand it

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That's a cellification all right

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E explain away their concerns

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Away concerns blah blah blah you get the point all right that's where you're doing all of your options overcomes all right

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Crazy people buy without obstacles. No more people have concerns. You need to overcome them

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These have to be drilled all right. They have to be drilled

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So that means that you have flashcards like I need to think about it. I have to talk to my husband

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I have to check with my partner. I have to so there's only three by the way if you don't know what they are

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It's price it's stall is decision-maker all right

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So all you have to do is understand what each of those three are if it's price it's a description

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Description value they don't understand the value if it's

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Decision-maker what you have to do is rely on past agreements that are implied that that person is already

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Communicated to the partner so your partner knows that you're struggling with these things already right?

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They know that you're looking for a solution, right?

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So why do you think they'd be opposed with you solving the problem that you already know you have that they don't agree with

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You guys love that you're listening to the podcast if you ever want to have the video version of this

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Which usually has more facts more visuals more graphs, you know drawn out stuff

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Sometimes it can help hit the brain centers in different ways you can check my YouTube channel

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It's absolutely free to check that out if that's what you are into and if not keep enjoying the show

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Right overcoming okay, this has to be drilled next one

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Is uh so we decision-maker we did price and stall right?

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All you're doing is teaching someone to make a decision because people don't like making them because they fear making mistake

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Right perfect halfway through

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Okay, so what you're gonna do is walk them through decision-maker process. So how do we make decisions?

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Either do you do you like me yes or no?

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Do you like the product yes or no? Do you think that we'll be able to help you achieve this outcome?

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Yes or no do you have access to this amount of money in your bank account or no someone who does yes or no? Yes

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What card do you want to use right overcome you make them confront the decision right what's your main concern

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Then they tell you main concern you overcome it close all right last one is reinforce the decision

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And I like doing this and we included it

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After time is that people back out right? So how can we slam slam it on?

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I'm how can we get them super pumped so immediately afterwards?

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That's the 32nd video from the founder being like hey just saw you sign up for a software super excited to have you by name personalized

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Headwritten card t-shirt any of those things reinforce the decision make their feet nice and hot make sense

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That's the closer framework every single one of these buckets has to be questions that are simple for them to ask

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All right, so when you're organizing your script this is the conversation we're going through so that makes sense to everybody

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Okay, that is the first of the five C's don't worry the other ones are are fast and it's about how you manage your sales team

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Okay

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Don't worry. I'll be fast. So that's closer

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The next one is

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Don't worry I'm rocking we're good

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Okay

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The next one whoo. I should know these. That's okay

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Okay call recordings and then I'm gonna I'm just gonna write these down real quick for you so you can write them down

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comms

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cut

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competition

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Okay

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So Marcus is much smarter than me. I think he's like the really classy classy person

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This is like from the streets closing 4,000 people

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One-on-one sales like weight loss Susie's

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Riding with you know her kids trying to write permanent marker on the wall and I'm trying to close her credit card

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All right, so close your sequence is how you manage the framework

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Call recordings if you're not recording every single fucking call that you're your people are on one

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You're not compliant to you should do it because then they become more accountable to following the script

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All right, you also overview those the tool that you need to use is gong if you use if you guys sell via zoom

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It's the fucking best. It's all I can say use gong. It's amazing. All right comms

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You need to talk to your team on a regular basis. All right the cadence there is daily huddles

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weekly one-on-ones

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And when you do the and then obviously monthly but the um the daily huddles are quick

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All you do is you share testimonials so they remember why they're selling so they get beat up every single day with nose

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They need to remember why they're still doing it all right from the one-on-ones that you're doing when you're meeting with them

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You're gonna record you're gonna have them tag you in three calls their best call their worst call in their average call

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When you go over in the one-on-ones you're going to ask them to show you where they clarified the problem

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Where they outlined the pain

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And then where they asked for the sale and where they overcame objections

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If they never clarify the pain and they never asked for the sale you don't make money

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So that way they always know that on every fucking call you always ask for the sale you can never make a sale if you never asked for it

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All right

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That's what you're from the communication cadence cut

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You got to cut the bottom all right

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It's the number one thing that will drive sales teams is by cutting the bottom 10% you do it on a regular basis

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It has to be on a regular basis all right

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Even if the team is going okay when you cut the bottom you'll see a 30% jump in productivity

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Every time so if you can have a persistent 30% jump why would you not do that?

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Does that make sense? Okay

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Competition last point. Whoo good. I got a minute 20

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Okay

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So competition

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Sales people are competitive you have to have a leaderboard that is

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Published that they can see every single day that they get notified when every other guy is making a sale

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If it's super high volume it could be end of day

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But when they you've got a bell if you're in person if you're not in person

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You can have a thread that should be all the sales guys dingin they can literally send an image or a gif of a bell

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So it's like ring the bell right so that they know and it's this volume

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They can see it. There's activity. There's action right. It's all of momentum

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So leaderboard that has to be checked every day has to be updated regularly

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Like that has to be on point and then competitions. We found that six weeks works best

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in terms of

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sending them on like closures go to Vegas or go to the Bahamas or whatever it is

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And so we put them in three-man teams and that tends to work really well because that they they share best practices

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They continue to work with each other they root for each other so it's not as cutthroat

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It's just always having top dog

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and in terms of how much to spend on that

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25% of one month check

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Is usually the amount per person that a prize like that would be right?

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So if you guys make 70 you might spend 1500 bucks to send per guy for like a three day or like a two-day weekend

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It's not expensive five grand, but it is worth every dollar

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So to recap if you want really really consistent sales

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Use a closer framework everything has to be questions do not have statements have 30-second stories

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Record your calls make sure you're sticking to the com cadence cut the bottom percentage and keep it competitive so they stay in it

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Thank you

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You