WEBVTT 1 00:00:00.000 --> 00:00:03.280 But hopefully in this presentation, I will put some of those fears to rest of like, 2 00:00:03.280 --> 00:00:07.520 what if I never make it? What if I never turn this corner and become the salesperson I want? 3 00:00:07.520 --> 00:00:10.560 What if I never hit the 100 grand a year? What if I never hit the 100 grand a month? 4 00:00:10.560 --> 00:00:13.520 Or whatever, they don't hit the million a month goal that I have? 5 00:00:13.520 --> 00:00:16.400 And then what does that mean about me? If you've ever thought those things, 6 00:00:17.280 --> 00:00:19.040 like I can tell you, I did too. 7 00:00:19.040 --> 00:00:22.080 Welcome to the game where we talk about how to get more customers, how to make more 8 00:00:22.080 --> 00:00:25.280 progressive and how to keep them longer in the many failures and lessons we have learned 9 00:00:25.280 --> 00:00:27.200 along the way. Hope you enjoy and subscribe. 10 00:00:28.000 --> 00:00:34.320 My wife and I own three companies. We own Jim Launch, which is done, I think, 11 00:00:34.320 --> 00:00:40.000 60 or 70 million in sales in the last three years. We own prestige labs, which is done 12 00:00:41.520 --> 00:00:49.280 30 or 35 million in sales in that period of time. And we own Alan, which is a software company 13 00:00:49.280 --> 00:00:55.040 that we started accidentally. And within the first six months, we went from zero to 1.7 million 14 00:00:55.040 --> 00:01:01.680 a month. And the process, there's obviously a lot more to it than sales on its own, 15 00:01:01.680 --> 00:01:06.720 but sales is obviously a component of that. And I think one of the advantages that we've had, 16 00:01:07.520 --> 00:01:11.840 are you guys familiar with high-ros, anyone here? Like high-ros, the ad tracking platform? 17 00:01:12.880 --> 00:01:15.920 Either way, Alex Becker, who's the founder of that, 18 00:01:16.880 --> 00:01:21.360 clued me in recently to something. He's like, dude, your Roa is insane, because he can see 19 00:01:21.360 --> 00:01:24.640 everyone's revenue in their ad spend. And I was like, oh, what do you mean? He's like, 20 00:01:25.360 --> 00:01:30.640 you have the highest return on ad spend if everyone in the entire platform by like a mile. 21 00:01:30.640 --> 00:01:34.960 And I didn't really ever think about it, but our lifetime return on advertising is 36 to 1. 22 00:01:36.000 --> 00:01:41.680 So to do over, you know, 100 and now, you know, five or 10 million whatever we're at now, 23 00:01:41.920 --> 00:01:49.120 you know, we've spent just under $3 million in advertising. And so there's a lot of other 24 00:01:49.120 --> 00:01:54.240 pieces to, you know, making more, but just for everyone on this call, we're talking specifically 25 00:01:54.240 --> 00:02:04.400 about sales, correct? Yes. Yeah, 99% of these guys are closers. And they're getting closing 26 00:02:04.400 --> 00:02:07.600 positions. A couple people are starting like a closer agency where they partner up with a guy 27 00:02:07.600 --> 00:02:10.960 like you. And they're like, hey, let's do like a little JP deal. I slam your deals. 28 00:02:11.920 --> 00:02:16.560 Okay, sweet. Well, then why don't I, so what I'm going to do is because I do have a presentation, 29 00:02:17.440 --> 00:02:22.720 which is just how I think about sales. And I have the third part of the presentation about 30 00:02:22.720 --> 00:02:27.920 scaling sales teams. Does anyone here have multiple closures to work for them? Or is most people 31 00:02:27.920 --> 00:02:35.600 just closing on your own right now? You guys got to talk with Alex. He don't bite. I can't see the 32 00:02:35.600 --> 00:02:43.280 chat. I can't see the chat. We're working towards that, Alex. Okay. So how about this? I'll give you 33 00:02:43.280 --> 00:02:48.480 the things that so Russell, when I first met him was like, dude, how did you learn how to sell so 34 00:02:48.480 --> 00:02:56.160 well? And it was because I looked at my CRM and I'd done 4,000 sales one on one in fitness. And so 35 00:02:57.600 --> 00:03:02.880 that's a lot of reps. You know, I was taking 20 consults a day for like four years. And so that's 36 00:03:02.880 --> 00:03:07.520 in person face to face. My team would double a triple book me every 30 minutes. And I just sold the 37 00:03:07.520 --> 00:03:11.680 same thing over and over again. And because I was really good at sales, I ended up not hiring a 38 00:03:11.680 --> 00:03:16.880 ton of sales people. And I would actually have my manager set appointments for me all at one location. 39 00:03:16.880 --> 00:03:22.480 So I had six gyms. And so I would go there. They'd stack up an entire day. I'd mow down a whole day, 40 00:03:22.480 --> 00:03:26.160 go to a different gym. And they'd been stacking all the appointments. And I'd mow down. And so 41 00:03:26.160 --> 00:03:31.120 usually I would do 20 to 25 consults a day. And you just get, you know, you just get these reps 42 00:03:31.120 --> 00:03:35.680 in of reading people, gauging tonality and seeing where you need to lean in and where you need to 43 00:03:35.680 --> 00:03:41.120 lean back. And so, you know, over time, I've then started training sales people and sales managers. 44 00:03:41.120 --> 00:03:46.960 I had a remote sales team. We'd fly out and do turnarounds. Like in person. So I'd eight guys. We'd 45 00:03:46.960 --> 00:03:50.800 fly out to eight facilities every month. And we turn these facilities around because I know Mike, 46 00:03:50.800 --> 00:03:55.680 you're in the fitness world before this. And then I brought that sales team in house. And they 47 00:03:55.680 --> 00:04:00.800 started doing phone sales for high ticket. So I've had, I've had in person phone, high ticket, 48 00:04:00.800 --> 00:04:05.280 low ticket. We've kind of done a lot of those things. I trained mortgage leads teams. So kind of 49 00:04:05.280 --> 00:04:09.520 the whole gambit. And there's definitely some things that I've seen. You know, I've brought every 50 00:04:09.520 --> 00:04:14.480 sales product on the market about grant stuff, about balford stuff. And I think there's a lot of 51 00:04:14.480 --> 00:04:20.160 merit and there's a lot of good stuff out there. But in my experience, simplicity is with scales. 52 00:04:20.240 --> 00:04:26.080 And so I'll give you, if you're okay with it, I'll give you the few things that I have implemented 53 00:04:26.080 --> 00:04:29.920 consistently within my companies that have generated outsized returns. Is that cool? 54 00:04:31.120 --> 00:04:34.800 All right. I'll give you the full story. All right. Is that cool with everybody? I'll give you 55 00:04:34.800 --> 00:04:44.560 the full, the full, the full jam. Yes, please. All right. All right. Full jam. So as I said, 56 00:04:44.560 --> 00:04:51.120 simplicity, right? I'm the world's best graphic designer. As you can see here, some trying to show 57 00:04:51.120 --> 00:04:56.720 the real keys to the kingdom. So everybody here, everybody here selling expensive stuff. Is that 58 00:04:56.720 --> 00:05:03.760 most people on this call? Yes. Everything's high ticket, Alex. Fantastic. All right. Everyone 59 00:05:03.760 --> 00:05:09.520 still see me in the screen? Yep. All right. Rock and roll. All right. So I'm guessing this guy 60 00:05:09.520 --> 00:05:14.320 says in your first rodeo, not your first presentation with sexy headliner, big promise. And so if you 61 00:05:14.320 --> 00:05:18.720 have failed for you guys to grow your thing in the past, promise you it's not your fault. Lots of 62 00:05:18.720 --> 00:05:25.520 information. Very confusing. And you can sometimes be inundated with lots of different salespeople's 63 00:05:25.520 --> 00:05:29.680 information. You've got Mike here who's who's a gem and knows his shit and you guys are lucky to have 64 00:05:29.680 --> 00:05:34.720 him. But hopefully in this presentation, I will put some of those fears to rest of like, what if I never 65 00:05:34.720 --> 00:05:38.800 make it? What if I never turn this corner and become the salesperson I want? What if I never 66 00:05:38.800 --> 00:05:41.760 hit the hundred hundred grand a year? What if I never hit the hundred grand a month or whatever 67 00:05:41.920 --> 00:05:46.000 they don't hit the million a month goal that I have? And then what does that mean about me? 68 00:05:46.000 --> 00:05:51.040 Right? If you've ever thought those things, like I can tell you, I did too. Right after the 69 00:05:51.040 --> 00:05:56.000 instance that I had Mike with that individual and that individual drained my entire bank account and 70 00:05:56.000 --> 00:06:00.320 then sent it to their girlfriend in Sweden and then followed bankruptcy. After that happened, 71 00:06:00.320 --> 00:06:05.120 I had $1,200 because I had sold all my gems and put my money into that account. So I started at 72 00:06:05.120 --> 00:06:10.080 zero, which I'm very grateful for because it gave me the experience that I have now. And so what I'm 73 00:06:10.080 --> 00:06:14.240 going to show you is that you can have a simple sales process that can yield outsize returns. A lot 74 00:06:14.240 --> 00:06:19.440 of people like to make this fancy because it makes it easier to sell stuff to people about selling. 75 00:06:19.440 --> 00:06:23.360 But these are the things that I have seen that have unlocked the growth for us because I don't 76 00:06:23.360 --> 00:06:28.080 think I'm the best marketer out there. I think we've simply attached a phone to a funnel and we've 77 00:06:28.080 --> 00:06:33.120 been very efficient at it. And so as a result of that, I've always been able to make more per customer 78 00:06:33.120 --> 00:06:37.520 than anyone else because of how efficient we are at the conversion process. All right, and so that's 79 00:06:37.520 --> 00:06:41.600 what we're here for. So I want to show you exactly step-by-step our process for selling. 80 00:06:42.320 --> 00:06:46.480 There should be two types of people here. Some of you guys who are under $100,000 a month, 81 00:06:46.480 --> 00:06:50.720 and I'll show you how to never compete on price again. And if you guys are over $100,000 a month, 82 00:06:50.720 --> 00:06:54.320 I'll show you exactly what we did to scale a team to get to a million a month in beyond. Is that 83 00:06:54.320 --> 00:06:58.960 cool? Because if you're under a hundred, it's just you. If you're over a hundred, you need people. 84 00:06:58.960 --> 00:07:03.360 So it's going to be like the actual selling itself and then the scaling of the sales. 85 00:07:04.000 --> 00:07:06.800 All right, so that's kind of the goal for the 60 minutes. I'll probably be able to get it done 86 00:07:06.800 --> 00:07:11.280 in 40. Yes, I'll talk fast so we can have some time. All right, everyone can just listen fast. 87 00:07:11.280 --> 00:07:14.560 Is that all right? All right, let me go fast. Yeah. 88 00:07:16.080 --> 00:07:21.600 So I'm really fortunate. Yeah, now we're at 105 or 110 or whatever it is. In selling stuff, 89 00:07:21.600 --> 00:07:25.440 which has been cool, which has been coolers, we've been able to donate to causes. You guys don't know 90 00:07:25.440 --> 00:07:30.880 my story, but I had a gym teacher after school who stayed with me. He didn't have to. He didn't 91 00:07:30.880 --> 00:07:34.800 know me from anybody and he worked out with me for an entire year and taught me how to work out 92 00:07:34.800 --> 00:07:39.280 because I was like a really insecure kid. And as a result of that, I got into fitness. And so I 93 00:07:39.280 --> 00:07:42.880 feel like it's all of our opportunity because a lot of you guys are on here like we're already in 94 00:07:42.880 --> 00:07:46.960 the top 1% in the world. You know what I mean? Like we're bitching about not making a hundred grand 95 00:07:46.960 --> 00:07:53.040 a month. Like fuck you. You know what I mean? Like really? And so it's been a great coverage to be 96 00:07:53.040 --> 00:07:57.280 able to give back and we've donated 1.4 million just in the last three years, actually 1.7 now. 97 00:07:57.280 --> 00:08:01.440 I'll have to update that. But anyways, just to cause us that we that we care about. So for us, 98 00:08:01.440 --> 00:08:05.600 it's it's kids being able to have the opportunity that we had. All right. And if you guys are in 99 00:08:05.600 --> 00:08:09.600 the fitness industry, Arnold is my hero. He's the reason I quit my job. And I've been able to, you 100 00:08:09.600 --> 00:08:14.080 know, grow a friendship with him, which has been awesome. And we've had, you know, over a thousand 101 00:08:14.080 --> 00:08:17.040 clients hit a hundred thousand dollars a year using the sales framework. I'm going to show you. 102 00:08:17.040 --> 00:08:23.440 All right. So like you can imagine that these people are not maybe as good as you are. You can 103 00:08:23.440 --> 00:08:27.600 imagine that somebody in that thousand is probably not as naturally talented, right? So the process 104 00:08:27.600 --> 00:08:32.400 works. Okay. And we've had a lot of people over seven figures now. But it wasn't that way, right? 105 00:08:32.400 --> 00:08:37.840 So this is me when I started my first gym. I slept on the floor. I had $5,000 total. My rent was $5,000. 106 00:08:38.880 --> 00:08:44.000 And so I had one month that I had to learn how to make money. And I built a funnel because I'd 107 00:08:44.000 --> 00:08:48.320 learned this from the internet. And I was actually, I sent this picture to my dad because I was so excited. 108 00:08:48.320 --> 00:08:52.400 I was so proud of this picture because I sold that many people in the first in the first two weeks. 109 00:08:54.000 --> 00:08:59.760 For free. And things started to grow, right? That was one of my jams. I had nine employees. I 110 00:08:59.760 --> 00:09:04.080 felt like a badass. You know, my dad finally told me thought I, you know, wasn't a schmuck for, 111 00:09:04.080 --> 00:09:08.080 you know, being an idiot and getting into fitness. I thought I felt like I was figuring things out. 112 00:09:08.080 --> 00:09:12.480 And all of a sudden, Facebook slap happened. This is years ago. There's been many slaps. Facebook 113 00:09:12.480 --> 00:09:18.320 just kind of has its bitch hand proverbially swinging back and forth. But, you know, we got slapped 114 00:09:18.400 --> 00:09:23.360 and my lead cost went up five X, right? And so my money, my money making reign turned into a desert. 115 00:09:24.160 --> 00:09:27.760 And the thing was my marketing was losing money every day. And all I could think about was letting my 116 00:09:27.760 --> 00:09:33.920 dad down more realistically, having my dad be right. I'm going to, I'm going to, all right, cool. 117 00:09:34.720 --> 00:09:38.000 And so the question I asked myself was like, how can I afford to get more leads, right? 118 00:09:38.000 --> 00:09:42.080 And so I called on my friends up and he had a, he was a bigger mortar gym owner. And he told me 119 00:09:42.080 --> 00:09:45.360 that things were going great for him. And I was like, what the hell, dude? What are you doing? 120 00:09:45.360 --> 00:09:49.520 And he was like, dude, we just, we just attached a phone to the funnel. And I was like, no shit, 121 00:09:49.520 --> 00:09:53.120 he's like, we're selling expensive stuff on the front end now instead of selling trials. And I was 122 00:09:53.120 --> 00:09:57.040 like, well, that's cool. I'll do that. And so we went from losing two and a half, two to one to 123 00:09:57.040 --> 00:10:00.720 making 10 to one return on the front end, right? And what that meant for my business is I went 124 00:10:00.720 --> 00:10:05.360 from being able to break even at $10 a lead to being able to spend up a hundred, $100 a lead and 125 00:10:05.360 --> 00:10:10.000 still make money, which is crazy, right? And so then things started to grow again for me. And then 126 00:10:10.000 --> 00:10:15.520 we, you know, open location after location and things grow. And I met this guy and I was, I was, 127 00:10:15.520 --> 00:10:19.120 I met, I joined his mastermind. I was trying to, I told him I wanted to create a nationwide gym 128 00:10:19.120 --> 00:10:24.000 gym chain. And he said, you should teach other people how you do what you do and not grow that chain. 129 00:10:24.000 --> 00:10:28.480 And I was like, well, you make more money than me. So, okay, I'll listen. And so then I started 130 00:10:28.480 --> 00:10:34.160 making our general marketing system. Mike, this is by the way, at that guy's gym, at 191 signups 131 00:10:34.160 --> 00:10:38.800 in 19 days. And that was the stack of contracts. Some of you guys may have seen this. It was like 132 00:10:38.800 --> 00:10:44.320 the most run ad for like a year and a half. But we did, I don't know, $100,000 in 19 days and 133 00:10:44.320 --> 00:10:50.400 sales, like in the get out. And like our calendar started filling up, which is pretty cool. And so 134 00:10:50.400 --> 00:10:55.360 we printed this process to generate a hundred to one return on our ad spend at the time, which was, 135 00:10:55.920 --> 00:11:00.240 while still being three times as expensive as our closest competitor, right? And right now we've 136 00:11:00.240 --> 00:11:06.160 got a 36 to one return lifetime. And so the sales framework we're going to show you is has kind of 137 00:11:06.160 --> 00:11:11.120 built those things and kind of been the consolidated distilled version of that, all right? And so it's 138 00:11:11.120 --> 00:11:16.080 all in the niches. So we've used this framework in each of these niches, physical therapists, dentists, 139 00:11:16.080 --> 00:11:21.280 real estate, home services, flow tank centers, and obviously anyone selling education or coaching, 140 00:11:21.280 --> 00:11:26.160 like we do, right? And you might be like, that's cool for those guys, but what about me? And so that's 141 00:11:26.160 --> 00:11:30.000 what we're going to hit. All right. So these are the three frameworks. Sorry, I sped through that, 142 00:11:30.000 --> 00:11:34.080 because we already covered a little bit of my story early. So I want to get through it. And these 143 00:11:34.080 --> 00:11:38.160 are the three frameworks that I kind of discovered to scale. I take it. All right. And it'll take, 144 00:11:38.160 --> 00:11:42.400 if you're partnering somewhat with someone, then it'll help take their losing funnels and turn 145 00:11:42.400 --> 00:11:47.680 them into cash machines. And I mean that genuinely. All right. So the three frameworks that I do is 146 00:11:47.680 --> 00:11:51.040 one is the closure framework. All right. These are the questions that get prospect to say yes. 147 00:11:51.600 --> 00:11:55.120 All right. And so adding this to any kind of any funnel process is going to instantly make it 148 00:11:55.120 --> 00:11:59.280 more profitable. All right. And I'm going to walk through the questions that we ask. And specifically, 149 00:11:59.280 --> 00:12:03.120 what only three things that you can say on a sales call period. It's a number one mistake that 150 00:12:03.120 --> 00:12:07.200 all the sales guys that even my guys make. And I have to remind them of. All right. The second 151 00:12:07.200 --> 00:12:11.040 thing is the conviction framework. So anyone who believes can outperform a season sales rep by 152 00:12:11.040 --> 00:12:14.800 simply learning to control their tone. All right. So some of you guys right now, can I get a hand? 153 00:12:15.360 --> 00:12:19.680 I'm going to unshare my screen. Okay. Can I get hands on the screen of who here is newer to this? 154 00:12:20.720 --> 00:12:26.160 newer to high ticket sales. Okay. Great. Perfect. Then this is for you. I'm going to show you how you 155 00:12:26.160 --> 00:12:31.440 can beat the best sales reps. All right. And this is how I never ever hire season to closures, 156 00:12:31.440 --> 00:12:35.920 just FYI. No, no, it's not like we're going to train to trade salespeople's. I don't 157 00:12:37.840 --> 00:12:43.680 but I'm going to show you how you can beat season prep season to pros. All right. Which if I can find 158 00:12:43.680 --> 00:12:50.000 my presentation, there we go. By learning control your tone. And the last one is scaling. So for all 159 00:12:50.000 --> 00:12:54.320 you guys who are over $100,000 a month and need to scale a team, I'm going to show you how to duplicate 160 00:12:54.320 --> 00:12:58.640 the skill and other people. All right. Because it's one level of the skill is learning to sell. 161 00:12:58.640 --> 00:13:03.680 Another level of the skill is teaching to sell. And it's a more valuable skill. So if you can 162 00:13:03.680 --> 00:13:08.880 duplicate your skill in someone else, that is how you can make 10 times 100 times more money 163 00:13:08.880 --> 00:13:13.600 because it's no longer you're no longer constrained by your time. All right. So let's rock and roll. 164 00:13:13.600 --> 00:13:18.800 Closer framework. So after pouring over like hundreds of scripts, like I mean it hundreds of 165 00:13:18.800 --> 00:13:24.000 scripts, I realized that there was always like these minor differences in wording. But I've hit 166 00:13:24.000 --> 00:13:28.880 these kind of main milestones along the way. I ended up closing the sale, right. And the nice 167 00:13:28.880 --> 00:13:33.040 thing is that this process works for B2C and B2B. So I don't know what stuff you're selling, but it 168 00:13:33.040 --> 00:13:38.160 works for both. And it worked for $500 tickets as much as $100,000 tickets. The process is the same. 169 00:13:38.160 --> 00:13:43.120 All right. And the way I teach my sales teams and now thousands of clients is this acronym. 170 00:13:43.120 --> 00:13:47.520 All right. And like even when I'm thinking through sales calls, we use really closer C, right? 171 00:13:47.520 --> 00:13:52.880 L. So the C is clarify why the person is on the phone with you. All right. That's the objective. 172 00:13:52.880 --> 00:13:57.920 Why are you here? Why'd you take the time to take the call? What's the problem? Right. What are we 173 00:13:57.920 --> 00:14:03.360 trying to solve here? After that, they were like, God it. So what I mean hearing is you're struggling 174 00:14:03.360 --> 00:14:08.480 with this. Does that sound about right? I'm going to label you with a problem. After that, we 175 00:14:08.480 --> 00:14:12.160 overview your past pains. It's like, okay, so you have this problem. I can't be the first person 176 00:14:12.160 --> 00:14:16.560 who talks about this. Tell me a little bit about what you've done so far to try and get past this. 177 00:14:16.560 --> 00:14:21.440 All right. Tell me more about that. How that worked out for you. Okay. Understood. After that, 178 00:14:21.440 --> 00:14:25.040 it's like, okay, so I'm hearing all these things. This is why you're here. This is what you're 179 00:14:25.040 --> 00:14:28.800 trying to get. This is what you've tried and as it worked. Okay. Well, can I tell you about how I 180 00:14:28.800 --> 00:14:33.120 think we might be able to solve your problem? This is where we solve the vacation, right? And then 181 00:14:33.120 --> 00:14:37.520 finally, step before finally, we explain away their concerns. So this is where we tell them about 182 00:14:37.520 --> 00:14:42.960 the program and they were like, do you want to do it? They say yes or no. If they say no, then we 183 00:14:42.960 --> 00:14:47.840 explain away their concerns. So they say yes. And then once they say yes, we reinforce the decision. 184 00:14:47.920 --> 00:14:53.440 And this last r here is a point that I added years later because we realized that the sale, 185 00:14:54.480 --> 00:14:58.640 the sale just continues throughout the entire customer relationship, right? And so for you guys, 186 00:14:58.640 --> 00:15:04.080 if you're dealing with clients who you're selling for, you have to also sell them on continuously 187 00:15:04.080 --> 00:15:08.400 selling, right? You might have closed the car or closed the first payment, but their onboarding 188 00:15:08.400 --> 00:15:12.320 experience, they got to close them again. And then after that, when they have their first week 189 00:15:12.320 --> 00:15:16.240 check-in call, they got to get closed again because we have to consistently sell them on why they 190 00:15:16.320 --> 00:15:20.400 should do anything. Why should they not just watch Netflix? Why should they take action? Why should 191 00:15:20.400 --> 00:15:25.520 they have the discomfort of getting smacked on the phone by a stranger? Why should they feel 192 00:15:25.520 --> 00:15:30.880 the sting of failure? We have to sell them consistently to help them overcome their pains, right? 193 00:15:30.880 --> 00:15:34.960 And so I'll show you some of these more closely. So clarifying why they're there, right? It's like, 194 00:15:34.960 --> 00:15:38.080 what made you come in today? What made you reach out? What's your goal right now? Why is that 195 00:15:38.080 --> 00:15:43.520 important to you? Right? Okay, helping me understand what are we doing here? Right? This is one where 196 00:15:43.520 --> 00:15:47.280 someone in the beginning, like, you have to hit this because if someone says, like, yeah, I just 197 00:15:47.280 --> 00:15:51.760 wanted to find out more information. You're like, cool, but why? Like, what did you want the 198 00:15:51.760 --> 00:15:55.520 information to solve? What was the, like, I'm sure you don't just go around collecting information 199 00:15:55.520 --> 00:15:58.560 on there, right? Like there's something you're trying to get out of this. What's the problem? 200 00:15:59.440 --> 00:16:03.760 And then they, and then you get what you need. You're like, got it. Okay. So just so I'm hearing 201 00:16:03.760 --> 00:16:07.680 you right, it sounds like this is your goal, correct? Then they acknowledge they have a problem. 202 00:16:07.680 --> 00:16:12.480 This is important because they have to say it. They have to own it. I can't cure cancer until you 203 00:16:12.480 --> 00:16:16.960 admit that you have it, right? We got to give it to you before we can cure it. After that, we 204 00:16:16.960 --> 00:16:20.640 overview the past, right? So it's like, what have you tried so far to accomplish this? How long did 205 00:16:20.640 --> 00:16:25.760 you do it for? How long ago? How did that work for you? What else have you tried? We call this the 206 00:16:25.760 --> 00:16:30.320 pain cycle, right? We consistently do this over and over again until we've exhausted all options, 207 00:16:30.320 --> 00:16:34.160 right? At that point, we have tons of ammo that we can use later in the closed to ensure you're aware 208 00:16:34.160 --> 00:16:38.720 of, right? And the big piece here is we explain how it's not their fault because if they had this 209 00:16:38.720 --> 00:16:42.640 missing piece or two of the equation, they were halfway there. There were three corners the 210 00:16:42.640 --> 00:16:46.240 way there. They were just missing this one piece, which we're going to provide for them, right? 211 00:16:46.240 --> 00:16:50.880 And the nice thing is, it's for most of you, hopefully you're selling it up a holistic solution, 212 00:16:50.880 --> 00:16:55.040 right? So for example, I'm going to use a fitness example because Mike's from that background too. 213 00:16:55.040 --> 00:16:59.040 If someone came in and said they tried workouts in the past, I'm going to be like, I'm not telling you 214 00:16:59.040 --> 00:17:01.840 don't that you don't need to work out. It's great, but you also need the nutrition and the 215 00:17:01.840 --> 00:17:04.720 accountability, right? You need nutrition to make sure they stop eating shit because if you just 216 00:17:04.720 --> 00:17:08.160 start working out and you don't, it's not going to work, right? Of course. Now if I make you the best 217 00:17:08.160 --> 00:17:10.400 plan in the world, but you don't follow, it's not going to work either. That's why you need the 218 00:17:10.400 --> 00:17:13.760 accountability and that's what I'm here for, right? So we're explaining and if someone came in and 219 00:17:13.760 --> 00:17:17.680 said, hey, I did Jenny Craig, I did Weight Watchers and I lost the weight and I gained it back. 220 00:17:17.680 --> 00:17:20.880 We're like, yeah, because you didn't have the muscle, right? You got to have the muscles so you 221 00:17:20.880 --> 00:17:25.600 can keep the weight off, right? So everyone comes in with partial solutions and we try and fill in the 222 00:17:25.600 --> 00:17:29.520 puzzles. That's why understanding your products is important because you're really becoming a problem 223 00:17:29.520 --> 00:17:36.320 solver for them, a consultant. There we go. And so from that point, that's kind of how you can naturally 224 00:17:36.320 --> 00:17:39.280 transition. So it's like, I'm hearing these things. This is what you're missing. 225 00:17:39.280 --> 00:17:43.040 Would you want to hear how the program works? Because I think we might be able to solve that for it. 226 00:17:43.040 --> 00:17:46.480 They'll say, yes. All right. So what we've seen is that there's three things that make clients 227 00:17:46.480 --> 00:17:51.440 successful, right? And at this point, this is my belief is that three things has been, you know, 228 00:17:51.440 --> 00:17:55.840 unequivocal and most pitches is that I think it's human brain is that you can't take more than three. 229 00:17:55.840 --> 00:18:00.160 But typically, it's like three pillars to the to the stool or three, you know, 230 00:18:00.160 --> 00:18:04.400 finitrition accountability. If I was selling leads, I'd want them to be, you know, timely, 231 00:18:05.440 --> 00:18:12.160 you know, qualified and, you know, exclusive, right? There'll be three elements to make with what makes 232 00:18:12.160 --> 00:18:16.320 a good lead, right? There's always three that you can usually find when you're selling a solution. 233 00:18:16.320 --> 00:18:22.400 And most times, not most times, every time, if you're on the phone with the prospect, you always 234 00:18:22.400 --> 00:18:25.600 have the upper hand because they have admitted at the beginning of this phone call that they have a 235 00:18:25.600 --> 00:18:30.320 problem. They have not solved it. And so inherently, they're going to be missing one of the keys. 236 00:18:30.320 --> 00:18:34.240 They cannot have them all or they would not be on the phone. So you have, you, you, you were in 237 00:18:34.240 --> 00:18:39.440 an unloosable situation, unless you choose to lose it, right? Unless you choose to lose the frame. 238 00:18:39.440 --> 00:18:45.360 And so in this instance, it has been my experience that we use stories, short anecdotal stories, 239 00:18:46.320 --> 00:18:51.440 to break the belief of the prospect around a topic. What's important here is that we don't get into 240 00:18:52.400 --> 00:18:59.360 jargon, right? We don't get into techno babble. And talking about the program and the modules and 241 00:19:00.080 --> 00:19:05.440 the things they're going to do because all of that sounds like work. And that's not what they're 242 00:19:05.440 --> 00:19:11.600 there for. They're there for a result, right? And so instead, I would say something like, with the fitness 243 00:19:11.600 --> 00:19:14.480 institution accountability, like I said earlier, so if I was trying to explain accountability, 244 00:19:14.480 --> 00:19:18.480 I'd be like, listen, you don't have accountability. When you were a kid, you ever have your parents 245 00:19:18.480 --> 00:19:21.760 tell you to brush your teeth, they were like, yeah, I'm like, you know, you're like, no, I don't want 246 00:19:21.760 --> 00:19:24.320 to, I don't want to. And they would tell you, I don't know, you got to go brush your teeth and you 247 00:19:24.320 --> 00:19:27.840 can you go, you brush your teeth and you soak back to bed. And next night, you do the same thing. 248 00:19:27.840 --> 00:19:31.760 They'd say brush your teeth, you go brush your teeth, go back to bed. But you're an adult now, right? 249 00:19:31.760 --> 00:19:36.080 You brush your teeth. And they're like, yeah. And that's because you had external accountability 250 00:19:36.080 --> 00:19:40.000 that turned into an internal habit, right? And that's what we're going to do for you here, right? 251 00:19:40.000 --> 00:19:44.240 So I didn't tell them about fucking the coaching call that they're going to have and the post that 252 00:19:44.240 --> 00:19:47.840 they're going to have and the blah, blah, blah, when we told them as the result of that, we gave 253 00:19:47.840 --> 00:19:53.040 them an anecdotal story that made sense to them, right? The more things you explain about the tactics 254 00:19:53.040 --> 00:19:57.120 of the program, the more details they're going to be able to use to pull the strings of an argument, 255 00:19:57.120 --> 00:20:02.400 right? Or find details that they don't like. Well, I don't like Zoom. Can you guys just call me, 256 00:20:02.400 --> 00:20:05.040 right? Then I almost said you get into these situations where you're like, no, no, no, like this 257 00:20:05.040 --> 00:20:07.760 isn't important. That's not the point here. The point is that you suck at sales and let's figure 258 00:20:07.760 --> 00:20:14.880 this out, right? Like, or whatever it is, right? That's the point here. And so that is for that's 259 00:20:14.880 --> 00:20:18.320 probably a really key point. I just want to drive home years up. When you have your pitch part, 260 00:20:18.640 --> 00:20:24.080 it shouldn't be longer than three minutes, like tops, because no one really gives a shit. And at the 261 00:20:24.080 --> 00:20:29.200 end of the day, the reason they're going to buy is going to be because of how understood they feel. 262 00:20:30.640 --> 00:20:35.680 So how much when you went through that overview of the pain, you were able to restate back to them, 263 00:20:36.320 --> 00:20:41.600 accurately, exactly how they felt, and the struggles they are experiencing, which is why you need 264 00:20:41.600 --> 00:20:49.440 to shut the fuck up when they're talking, right? Hey guys, love that you're listening to the podcast. 265 00:20:49.440 --> 00:20:54.080 If you ever want to have the video version of this, which usually has more facts, more visuals, 266 00:20:54.080 --> 00:20:59.040 more graphs, you know, drawn out stuff, sometimes it can help hit the brain centers in different 267 00:20:59.040 --> 00:21:02.640 ways. You can check my YouTube channel. It's absolutely free to check that out if that's what you 268 00:21:02.640 --> 00:21:09.600 are into. And if not, keep enjoying the show. And so there's only three things that are ever 269 00:21:09.600 --> 00:21:13.360 said on a sales call. Do you guys know what they are? There's only three things that ever come out 270 00:21:13.360 --> 00:21:20.400 of your mouth. Questions, restatements, and anecdotal stories, which is the story that I just 271 00:21:20.400 --> 00:21:25.200 referenced, the three stories that we will use to break a belief. That's it. Notice I didn't talk 272 00:21:25.200 --> 00:21:33.360 about the program at all. So I'm asking questions the whole time. They say stuff. I restate what they 273 00:21:33.360 --> 00:21:39.040 said back to them. They love you because people pay other human beings hundreds of dollars an hour 274 00:21:39.040 --> 00:21:45.360 to listen. Therapists get paid hundreds of dollars an hour to simply shut the fuck up 275 00:21:46.640 --> 00:21:51.840 and sit there. They're like, huh, tell me more about that. Interesting how that make you feel. 276 00:21:52.480 --> 00:21:57.280 Huh, that must have been really hard for you. Interesting. Restatement and clarifications, 277 00:21:57.280 --> 00:22:02.320 questions, right? And then when it comes time to break the belief, you say, well, what if we 278 00:22:02.320 --> 00:22:08.800 thought about it like this? anecdotal story that you have practice and you know cold? Because those 279 00:22:08.800 --> 00:22:13.680 are the only things that you need to memorize. Two things. One is the three stories that you're 280 00:22:13.680 --> 00:22:17.920 going to tell they're going to break the three most common beliefs that are going to be presented 281 00:22:17.920 --> 00:22:22.480 by the prospect, right? So typically it's going to be one is just the vehicle for how it works. 282 00:22:22.480 --> 00:22:28.640 And then the other two are going to be the top two obstacles that they're usually going to bring 283 00:22:28.640 --> 00:22:31.760 up. And you should know what they are when you normally sell it, right? The gym it's going to 284 00:22:31.760 --> 00:22:35.920 mean it's not going to work on my market. And I don't know how Facebook ads and technology works. 285 00:22:35.920 --> 00:22:39.280 Those are going to be the big things, right? If you're selling whatever the fuck it's going to be 286 00:22:39.280 --> 00:22:43.840 around the same thing for any local business, right? This is making sense for everybody. This is 287 00:22:43.840 --> 00:22:51.200 cool. This way. Okay. Absolutely. Oh, yeah. Oh, yeah. That makes sense. Oh, sweet. This is 288 00:22:51.200 --> 00:22:58.080 fire. This is that. So this is all real great. What? All right. So this that's how you sell them 289 00:22:58.080 --> 00:23:01.920 the vacations. You have these little sound bites, right? I'll give you another example. So if I was 290 00:23:01.920 --> 00:23:07.920 doing, um, I was doing food, right? I'm like, listen, uh, three parts of the program finished your 291 00:23:08.080 --> 00:23:14.080 accountability. So nutrition wise, you've got to eat stuff that's going to make you lose weight. Can 292 00:23:14.080 --> 00:23:18.400 we grill that? Yes. Okay. Cool. But the problem is you don't want to do that, right? That's 293 00:23:18.400 --> 00:23:23.760 what we're here, right? Right. Right. Okay. So let me ask you a question. When, uh, do you feel like 294 00:23:23.760 --> 00:23:29.920 what's your favorite TV show? They're going to be like, uh, whatever, Game of Thrones. You're like, 295 00:23:29.920 --> 00:23:34.000 okay, Game of Thrones. Do you feel like you need to get like motivated to watch Game of Thrones? 296 00:23:34.000 --> 00:23:37.520 Like, man, I was trying to watch it tonight, but I just couldn't, you know, I just, I just, 297 00:23:37.520 --> 00:23:40.960 I got really busy and I just couldn't sit down on the couch and turn the TV on. I couldn't do it, 298 00:23:40.960 --> 00:23:45.200 right? Of course not, because you look forward to it because you wanted to do it. And the key 299 00:23:45.200 --> 00:23:48.640 that we're going to do here is we're going to get you to look forward to the foods that you're 300 00:23:48.640 --> 00:23:51.600 eating because if you look forward to it, you don't need to be motivated because you do it on your own 301 00:23:51.600 --> 00:23:59.040 because you like it. Does that make sense? Right. So what I didn't talk about the macros and the 302 00:23:59.040 --> 00:24:03.280 carb cycling and the intermittent fasting and the calorie counting and the blah, blah, blah, 303 00:24:03.280 --> 00:24:09.120 because at the end of the day, that does not matter. What they want is for them to solve the problem 304 00:24:09.120 --> 00:24:12.400 and have it be pain-free, right? And that's where I explain to you then. So that's selling 305 00:24:12.400 --> 00:24:15.120 the vacation, right? And this is a saying that I've used for a long time, which is 306 00:24:15.120 --> 00:24:19.680 celebration, not the plane fright, right? And so this is what everyone else talks about. They're like, 307 00:24:19.680 --> 00:24:22.880 sir, for us to get you these results, you're going to have to take your pants off. You're going to 308 00:24:22.880 --> 00:24:26.240 have to jump through this loop. You're going to have to go through the TSA, the airport lines, pack 309 00:24:26.320 --> 00:24:30.480 your suitcases, take your shoes off, do the layovers, connect your flights, have a person farting 310 00:24:30.480 --> 00:24:34.480 next to you. Don't worry. They don't have COVID. You'll have turbulence probably on the plane. 311 00:24:34.480 --> 00:24:37.760 Then as soon as you're out, you think you're done. You stop the way to baggage him. They probably 312 00:24:37.760 --> 00:24:41.280 lost your bag, right? And in our world, it's your modules, your meal plan, your macros, your workouts, 313 00:24:41.280 --> 00:24:44.800 your support team, your URLs, your domains, your funnels, your targeting, your ads, 314 00:24:44.800 --> 00:24:50.000 and the other shit that doesn't matter, right? But instead, what they want is you sell Maui, 315 00:24:50.000 --> 00:24:54.480 final destination. And you always sell the same thing because the difference is only the level of 316 00:24:54.480 --> 00:24:58.160 service to how they want to get there, right? If you have multiple levels of service. So do they 317 00:24:58.160 --> 00:25:03.280 want to swim to Maui to where they're trying to go? They're sharks, and you can drown or get robbed, 318 00:25:03.280 --> 00:25:08.800 right? Like this chick. Crazy. Do they want to take a boat to Maui? It'll take a little longer. There's 319 00:25:08.800 --> 00:25:12.880 no shark attacks, but there's still no Wi-Fi and you're kind of, you know, in the sun. Do you want to 320 00:25:12.880 --> 00:25:16.880 take a normal flight to Maui? Get there a little faster. Still smells bad, has security bad food, 321 00:25:16.880 --> 00:25:19.920 but you're going to get there. Or do you want to take a private jet to Maui, right? Direct, 322 00:25:19.920 --> 00:25:24.560 non-stop, champagne in the plane, suitcase is packed when you arrive, right? Everyone gets to 323 00:25:24.560 --> 00:25:28.400 Maui though. The variables are simply the speed and the quality of the journey. The likelihood of 324 00:25:28.400 --> 00:25:33.200 arrival is assumed since it's a sale. You're not going to sell something that's not going to get them 325 00:25:33.200 --> 00:25:37.840 to solve the problem, right? It's just a question of how we're going to solve it. The problem will 326 00:25:37.840 --> 00:25:46.000 be solved regardless, right? And so we're always selling the same thing. Cool? And so that's the selling 327 00:25:46.800 --> 00:25:50.320 piece. E is explaining where they're concerns. And so these are the questions that sound like, 328 00:25:51.520 --> 00:25:55.840 so there's, I'm sure Mike has already taught you a lot of the the obstacle overcome concepts, 329 00:25:55.840 --> 00:26:01.840 right? So fundamentally there's there's three big ones, right? Price. And rather than teach you like 330 00:26:01.840 --> 00:26:06.560 the drilling of the obstacles, I told you there's two things you need to memorize. One of them are 331 00:26:06.560 --> 00:26:10.320 the stories. The second are the obstacle overcomes, right? Because those are the things that you're in 332 00:26:10.320 --> 00:26:14.800 the red zone, like that's not where you start thinking about what you're going to set, right? 333 00:26:14.800 --> 00:26:19.760 So the two things that you need to memorize as a salesperson are the stories about what you sell 334 00:26:21.040 --> 00:26:23.840 and the obstacles that you're going to encounter when you're in the red zone. 335 00:26:24.800 --> 00:26:28.560 The question's on the front end, you need to know the milestones you need to hit in order to 336 00:26:28.560 --> 00:26:33.200 move forward. And this is one of the big mistakes I'm sure Mike talks about a lot, which is you 337 00:26:33.200 --> 00:26:38.640 need to sit in the pain. If someone does not clarify why they need a solution, you do not ask for 338 00:26:38.640 --> 00:26:43.520 the sale. Closers don't ask questions they don't already know the answers to. 339 00:26:45.200 --> 00:26:49.120 Lawyers don't ask questions in court, they don't know the answers to. Don't ask for a sale 340 00:26:49.120 --> 00:26:53.920 unless you know they're going to say yes. You stay on the phone. And if you feel like you're going 341 00:26:53.920 --> 00:26:58.400 to run out of time, then you book another call. But there's no point in jumping the gun when you know 342 00:26:58.400 --> 00:27:02.800 they're going to say no because you have five minutes left on the clock, right? That makes sense 343 00:27:02.800 --> 00:27:09.840 everybody. It's a big mess up. I see all the time. And this is why being efficient with your 344 00:27:09.840 --> 00:27:14.160 words and being targeted in your questions and checking the boxes so you can move along the 345 00:27:14.160 --> 00:27:19.520 sale is important so that you do have time to go to those things. But while we're in the conversation, 346 00:27:20.160 --> 00:27:26.320 like we have to be tunnel vision and making sure that we get our party favor at each checkpoint, 347 00:27:26.320 --> 00:27:31.680 right? If we just say hey, you know, what brought you here today? I just want to find out more 348 00:27:31.680 --> 00:27:36.240 information. Okay, cool. So, you know, let me tell you about the program. Like that's not we 349 00:27:36.240 --> 00:27:39.600 didn't get the fuck it. Like we don't know why they're there. We don't know what their goals are. 350 00:27:39.600 --> 00:27:43.120 Like one of the things drives me nuts about my team sometimes is I'm like, dude, we're eight minutes 351 00:27:43.120 --> 00:27:45.520 in the conversation. I was like, I don't know how many clients they have. I don't know what the 352 00:27:45.520 --> 00:27:48.480 revenue is. I don't know what their profit is. I don't know what their biggest pain and struggle 353 00:27:48.480 --> 00:27:52.640 was right now. I'm like, what are you doing? I'm like, you just told them. They're like, oh, 354 00:27:52.640 --> 00:27:57.520 Jim much is a hundred million dollar company. I'm like, they don't give a shit. But they do. My sales 355 00:27:57.680 --> 00:28:01.120 guys, because they get there, you guys puffed up, right? But it has nothing to do with the prospect. They 356 00:28:01.120 --> 00:28:07.920 do not care. Right? They only care about them. So, if someone comes back at you and says, you know 357 00:28:07.920 --> 00:28:12.960 what? It sounds great, but it's too expensive. All I can tell you is that you did a poor job of 358 00:28:12.960 --> 00:28:19.920 explaining the value and value in a prospect's mind is how well articulated their problem was 359 00:28:19.920 --> 00:28:24.880 back to them. Because if you can name, if I were to psychically tell you everything about your life 360 00:28:24.880 --> 00:28:29.200 right now, like Mike, if I all of a sudden told you like, what you dreamed last night, what you ate 361 00:28:29.200 --> 00:28:32.400 and like the biggest fears that you have and the things that you've done in your life that you've 362 00:28:32.400 --> 00:28:36.240 never told anyone and what you really think is going on the business that's stopping you, 363 00:28:38.800 --> 00:28:43.600 I wouldn't have to even tell you what I'm going to sell you. I would just say like, I'm going to 364 00:28:43.600 --> 00:28:49.440 solve that problem for you and you would believe me based on how accurate I was in assessing your 365 00:28:49.440 --> 00:28:57.680 problem. Right? Yeah. That's the issue. Right? Everyone talks way too much about the product. 366 00:28:57.680 --> 00:29:02.480 And so when you're training salespeople, you don't train them on the product. You train them on 367 00:29:02.480 --> 00:29:09.200 the prospect. The product doesn't matter. I mean, it matters obviously from like how you're going 368 00:29:09.200 --> 00:29:12.400 to make money because you have to do a good job because I'm going to get that at the second point. 369 00:29:12.400 --> 00:29:18.880 But in terms of when you are selling and training someone, if you guys know someone or know a specific 370 00:29:18.880 --> 00:29:23.200 niche really well, then you will know their pains. And if you have a new salesperson, 371 00:29:23.200 --> 00:29:27.200 you hear them say shit and you're like, that's not what he thinks, what is he doing? He might know 372 00:29:27.200 --> 00:29:31.440 the product perfectly, but he just said that the guy's problem was not the problem. And so then 373 00:29:31.440 --> 00:29:34.560 it doesn't matter what the product is because he doesn't feel like it's for him, even though it's 374 00:29:34.560 --> 00:29:39.520 totally for him, but you just misarticulated the problem. That's where the clarity has to happen. 375 00:29:39.520 --> 00:29:44.640 If you nail that, the rest of the pitch is easy. All right? So when we're explaining 376 00:29:44.720 --> 00:29:49.840 away concerns, value comes down to the fact that you didn't do that well. And I'm just going to 377 00:29:49.840 --> 00:29:54.000 give you a quick example, which is if I said right now, I'll give you the keys to my Bentley, 378 00:29:54.000 --> 00:30:00.400 right? For five grand. Would everyone here give me five grand? If you knew, be on a 379 00:30:00.400 --> 00:30:04.640 shout out of the doubt that I was going to give you the Bentley, would you do it? Some of you may not 380 00:30:04.640 --> 00:30:09.280 have $2,000. Yeah, and some of you might not have $5,000 on you right now. It's possible, 381 00:30:09.280 --> 00:30:17.120 right? It's possible. What would you do? You would find five grand because it's a great deal 382 00:30:18.480 --> 00:30:24.160 because the value is there. And so fundamentally, if someone believes there's a disproportionate 383 00:30:24.160 --> 00:30:30.800 amount of value from between what you're offering and the price, they will go find a way to buy it 384 00:30:30.800 --> 00:30:36.400 if they believe it. They will take a personal loan out because they are convicted based on how 385 00:30:36.400 --> 00:30:41.120 well you articulated their problem to them. So that is how you overcome price. There's a million 386 00:30:41.120 --> 00:30:46.160 lines that I'm sure Mike's already given you for that. But fundamentally, when you fuck up on price, 387 00:30:46.160 --> 00:30:49.120 it's because they did not understand the value based on how you communicated it. 388 00:30:50.400 --> 00:30:56.720 The second one is decision maker, right? I have to talk to my husband. I got to talk to my business 389 00:30:56.720 --> 00:31:01.200 partner. We have a three-step process for this. And honestly, I only know one that works. Mike might 390 00:31:01.200 --> 00:31:06.160 know a lot more. But this is the one that I've used consistently, which is first, you say, 391 00:31:06.880 --> 00:31:11.840 well, what if they say no, right? And if you're using with a male business owner, sometimes you can 392 00:31:11.840 --> 00:31:16.480 use an ego pool on this. And they're like, I'm like, what if they don't give you permission? And 393 00:31:16.480 --> 00:31:19.360 they're going to like, well, I mean, I don't need permission. It's like, all right, then let's rock 394 00:31:19.360 --> 00:31:23.920 and roll, right? And they lean forward because you can pull on their ego. If they say, well, if they 395 00:31:23.920 --> 00:31:29.360 say no, then I wouldn't do it. But like, totally understand, does your partner agree with how the 396 00:31:29.360 --> 00:31:34.080 business is working right now? Yeah. Do they, I mean, do they agree with you that there's a problem? 397 00:31:34.080 --> 00:31:38.960 Yeah. I mean, they're not, they're not happy with the situation, right? Well, no. All right, 398 00:31:38.960 --> 00:31:42.720 well, then why would they be, why would they be against fixing something that they already don't 399 00:31:42.720 --> 00:31:48.000 approve of? And so the key here is relying on past agreements that have already been made. 400 00:31:48.000 --> 00:31:52.320 So this person with their partner, with their spouse, with their best, you know, whatever, 401 00:31:52.320 --> 00:31:57.840 has that person knows that there's a problem. And they also don't approve of that problem. And so 402 00:31:57.840 --> 00:32:01.920 why would they be in any way against remedying a problem that they already don't approve of? 403 00:32:02.720 --> 00:32:06.240 Right? And then finally, we always tack on, sometimes it's better asked for forgiveness than 404 00:32:06.240 --> 00:32:10.320 permission, right? Ha, ha, ha. Depends on the tickets now, right? But you can get those in, 405 00:32:10.320 --> 00:32:14.960 right? And then obviously last, last case here is you just do a delayed close and say, let's get 406 00:32:14.960 --> 00:32:18.640 your card down. We could put it down payment. We could pay the rest on Friday. And if between now, 407 00:32:18.640 --> 00:32:22.720 and then, you know, your partner comes back and says, no, man, I want to be poor. I want to keep 408 00:32:22.720 --> 00:32:26.800 struggling. And like, I want to never make money and like continue to do this for the rest of our 409 00:32:26.800 --> 00:32:29.840 lives. And I'll absolutely tear up the contract. Don't worry about it. Right? 410 00:32:31.680 --> 00:32:34.080 Finally, you've got stalls, right? I need to think about it. 411 00:32:35.200 --> 00:32:41.440 So these are because people don't, people are afraid of making mistakes, right? People are afraid 412 00:32:41.440 --> 00:32:47.360 of making mistakes. And because of that, they don't like making decisions because it's easier to let 413 00:32:47.360 --> 00:32:51.840 life make the decision for you. And so they like doing it that way because then they feel like 414 00:32:51.840 --> 00:32:57.600 it's not their fault, right? And so, I mean, a great obstacle for this is what's your main concern, 415 00:32:57.600 --> 00:33:00.640 which is usually my number one thing I go to when someone's like, I'm going to think about it. It's 416 00:33:00.640 --> 00:33:05.200 like totally what's your main concern, right? Let's think about it together, right? And so, 417 00:33:05.200 --> 00:33:09.200 fundamentally, these are the things that they need to know. Do you feel like what we're doing 418 00:33:09.200 --> 00:33:15.040 can meet your needs and solve the problem? Yes or no? Yes. Do you want to work with us as a company? 419 00:33:15.040 --> 00:33:19.280 Do you like our values? Do you like what we stand for? Do you believe what we believe about the world? 420 00:33:19.360 --> 00:33:25.120 Yes. Do you have access to funds or know someone who does? Yes. Well, then let's rock and roll 421 00:33:25.120 --> 00:33:29.520 because those are the only things we know to me debate the decision, right? Do you like the product? 422 00:33:29.520 --> 00:33:34.640 Do you like us? And do you have the money to do it? That's it. Simple as that, right? And so, 423 00:33:34.640 --> 00:33:39.120 when we walk through those, if you encounter these situations, obviously there's, you know, 424 00:33:39.120 --> 00:33:42.160 if you're going to do it now sooner or later, you might as well do it like there's plenty of things 425 00:33:42.160 --> 00:33:46.800 to say, but I think it's more important to understand the theory behind why someone has this 426 00:33:46.800 --> 00:33:50.560 objection, right? They have an objection around price because they don't see the value because 427 00:33:50.560 --> 00:33:53.920 you didn't articulate it. They have an objection around decision maker usually because you 428 00:33:53.920 --> 00:33:56.720 fuck something up earlier in the sale, but at this point, you're in the red zone, so you got to 429 00:33:56.720 --> 00:34:01.760 deal with it. So you rely on past agreements. If they come with a stall, then you help them confront 430 00:34:01.760 --> 00:34:06.560 a decision and make a logical choice and teach them how to make a decision that in that moment, 431 00:34:06.560 --> 00:34:11.920 you're just like, what are you most afraid of happening? I'm afraid you're afraid of me taking 432 00:34:11.920 --> 00:34:15.680 the money, right? Just taking your money and you getting nothing, right? Again, well, let me tell you 433 00:34:15.680 --> 00:34:19.360 how that's not going to happen, right? You can bring their concerns. All right. And then finally, 434 00:34:19.360 --> 00:34:22.800 they say, yes, and you're like, awesome. And this is where if you're selling for someone else, 435 00:34:22.800 --> 00:34:26.640 get them to send a personalized video like, hey, Johnny, saw you just signed up with us today. 436 00:34:26.640 --> 00:34:30.480 Super pumped to have you. You're going to be meeting with Heather tomorrow. She's going to get you 437 00:34:30.480 --> 00:34:35.520 kicked off. You should in the mail get a special gift. So keep a lookout for that. And then, 438 00:34:35.520 --> 00:34:39.840 you know, send a handwritten card. If someone just bought a really expensive thing, people are making 439 00:34:39.840 --> 00:34:44.000 their decision about whether they believe in you as a company within the first 48 hours after the sale. 440 00:34:44.960 --> 00:34:48.800 They make a decision of whether or not they're going to be with you in the long term and how 441 00:34:48.800 --> 00:34:53.280 they're treated in the first 48 hours after they give you money. So it's critical. And it's usually 442 00:34:53.280 --> 00:34:57.840 in that point that people fuck up and just ignore them, right? That's where we need to overcommunicate. 443 00:34:57.840 --> 00:35:00.720 Because they don't want to scare away the sale when it's completely the opposite. You want to 444 00:35:00.720 --> 00:35:05.440 overcommunicate after you sold because someone's like, what do I do now? Right? And in lack of 445 00:35:05.440 --> 00:35:09.680 communication is usually where the sales get lost. So that's why you reinforce it. All right. So 446 00:35:09.680 --> 00:35:15.200 that's how we use the closer sequence. That's framework one. Framework two. And, you know, Mike, 447 00:35:15.200 --> 00:35:18.720 I can stop. I'll just do framework two. And then we can do the Q&A because if I don't have time 448 00:35:18.720 --> 00:35:23.920 to scale the sales seems I can handle the points later. So this is a big one for everyone who is 449 00:35:23.920 --> 00:35:30.080 who's newer to sales. All right. If you believe you can outperform the season sales rep by learning 450 00:35:30.080 --> 00:35:34.960 control your tone. All right. And so I reworked all of our scripts into the closure framework. And 451 00:35:34.960 --> 00:35:38.800 the thing is is immediately some people were crushing it, right? Well, others were still not 452 00:35:38.800 --> 00:35:43.120 selling shit. And I was like, what the fuck? Right? So I talked to my friends and they were like, 453 00:35:43.120 --> 00:35:46.800 dude, you should read this book by Jordan Buffert. And the biggest thing that I got from the book was 454 00:35:46.800 --> 00:35:52.080 just he was very specific about tonality. And that was a big shift for me in just learning 455 00:35:52.800 --> 00:35:58.560 to teach how to ask the question, not just asking the question, right? And so 456 00:36:00.080 --> 00:36:04.080 in the book he talks about having the same issue that I had with scaling sales is like, I give 457 00:36:04.080 --> 00:36:07.040 the script to two guys. Some guy crushes some guy doesn't. I'm like, what the fuck, right? 458 00:36:07.040 --> 00:36:11.200 And the thing is is there's the hidden dialogue that the sales team does not know that they are 459 00:36:11.200 --> 00:36:16.560 talking in, right? And so the words are not going to be enough. All right. They're just literally 460 00:36:16.560 --> 00:36:20.880 10%. So the words that you have, it might be the most test description in the world. It's still 461 00:36:20.880 --> 00:36:29.520 only 10%. 90% is how you say the words, right? Because how you say what you say is tonality. Like 462 00:36:29.520 --> 00:36:34.640 right now I can give everyone years, you know, Jerry Seinfeld stand up script. You could read it. 463 00:36:34.640 --> 00:36:39.760 It wouldn't be funny, right? Because it's not just that you had the script. It's how you deliver it, 464 00:36:39.760 --> 00:36:48.800 right? So let me give you an example of like, this is my wife, Layla, by the way. So if she says 465 00:36:51.120 --> 00:37:02.240 Alex, I'll do it again. So somebody beeped it. Alex, Alex, Alex, very different things. And that's 466 00:37:02.240 --> 00:37:11.200 just my name, right? So imagine how many words you're saying to script, right? The wrong way. 467 00:37:12.560 --> 00:37:17.120 And so if you learn how to say the right tone, you're going to line the words with the meaning, 468 00:37:17.120 --> 00:37:22.800 all right? The words is the logical influence. It's like this makes sense. This is a reasonable argument. 469 00:37:22.800 --> 00:37:27.680 The tone is the emotional influence that you're making on the prospect and ultimately how they're 470 00:37:27.680 --> 00:37:32.160 making the decision. You have to have both, right? And once you become more seasoned, you'll learn 471 00:37:32.160 --> 00:37:37.280 to control your tone on purpose. You can raise your voice, right? At the end of a statement and make 472 00:37:37.280 --> 00:37:43.520 it a question, where you can lower your voice to whisper to show that what you're talking about right 473 00:37:43.520 --> 00:37:50.800 now is really important. And that takes time to develop, right? And that's kind of unconscious 474 00:37:50.800 --> 00:37:55.040 mastery. And so there's two ways to do this, all right, that I have found. You can either trick 475 00:37:55.040 --> 00:38:00.240 yourself into it or you can train yourself to do it, right? And since we don't have enough time 476 00:38:01.200 --> 00:38:06.800 to train on the influence of tonalities, here's the trick that I teach, right? Conviction will correct 477 00:38:06.800 --> 00:38:15.280 your tone. Conviction made real. So let me tell you this story. So I was brought in to do a day of 478 00:38:15.280 --> 00:38:20.320 consulting with this mortgage leads company to train their sales team. And the first half of the day, 479 00:38:20.320 --> 00:38:24.240 I reworked all script and put the closure framework made in a question based sale. 480 00:38:24.800 --> 00:38:28.480 And then I came in and they were expecting me to like reign, you know, fire and brimstone 481 00:38:28.480 --> 00:38:31.280 on these guys. And so I sat down and I was like, who's the guy I'm in the struggle with? 482 00:38:31.280 --> 00:38:35.360 It was this guy, John. So I was like, John. And they were selling the leads. I was like, John, 483 00:38:36.320 --> 00:38:42.560 how good are the leads? He was like, well, you know, and I was like, we're good. Thanks. And I was 484 00:38:42.560 --> 00:38:46.640 like, let me show you how you would answer it if you actually believed the leads were good. I was 485 00:38:46.640 --> 00:38:50.080 like, you'd say, dude, these leads are fucking unbelievable. Right now, I'm studying for my 486 00:38:50.080 --> 00:38:54.160 real estate exam. So I can get in on these leads. My aunt is realtor and she has more business 487 00:38:54.160 --> 00:38:58.320 as she can handle. And I'm sending her traffic. I'm trying to get my my brother to do with me. 488 00:38:58.320 --> 00:39:01.520 I'm not sure how long I'm going to work her because these leads are killing it for us, right? 489 00:39:04.320 --> 00:39:09.680 If you believe in the product, you don't need to have all the sales skills. You'll do it the right 490 00:39:09.680 --> 00:39:14.320 way because you'll actually want to help the person. So that's why the most important part of 491 00:39:14.320 --> 00:39:20.720 the sale is the product because unless you're a malicious person, like most people here, it was 492 00:39:20.720 --> 00:39:24.720 ever in here have some level of ethics on some level, like no one just wants to like take someone's 493 00:39:24.720 --> 00:39:30.720 last dollar, right? So then the only way to sell hard, because if you're going to close, you've got 494 00:39:30.720 --> 00:39:34.880 to sell hard. The only way to sell hard is to believe through and through bolster bones when you 495 00:39:34.880 --> 00:39:38.000 look yourself in the mirror at night. And this is what I talked about when Mike said at the very 496 00:39:38.000 --> 00:39:42.000 beginning, like, what happens when people start hating on you? The only way that I may be able to 497 00:39:42.000 --> 00:39:45.920 stay where we're at in the gym industry, Mike knows the amount of hate that I get, right? 498 00:39:45.920 --> 00:39:51.840 The only way we've been able to do that is that I read the testimonials, the thousand of them that I 499 00:39:51.840 --> 00:39:57.520 have, of gyms who have gone to six figures, of the hundred gyms we've taken to seven figures, right? 500 00:39:57.520 --> 00:40:03.280 Like I know, be honest out of a doubt that our product works. I also know that if you sign up for a 501 00:40:03.280 --> 00:40:09.040 gym, not everyone was as way, and I'm willing to deal with that, I'm willing to give everyone the 502 00:40:09.040 --> 00:40:16.320 opportunity to change their life. And I will let anyone who's swimming towards me get in the boat. 503 00:40:16.320 --> 00:40:19.520 But if someone's not swimming towards me, then there's nothing that I can do. All right, and so you 504 00:40:19.520 --> 00:40:23.600 have to have those conversations with yourself, because I'll tell you the difference between a world 505 00:40:23.600 --> 00:40:28.400 class sales professional and a mediocre sales professional. You know the days that you're hot, 506 00:40:28.400 --> 00:40:31.680 has anyone here been on a hot street? You're like, dude, I'm fucking closing like fire today. 507 00:40:32.240 --> 00:40:36.640 Jacob, Alan's been on it. Case has been on it. Bing, you've been on one. Okay, so four or five 508 00:40:36.640 --> 00:40:40.960 you guys have been on a hot street. The difference between a world class closer and every other 509 00:40:40.960 --> 00:40:47.360 every other type of closer is that the world class closures never get cold. And they do that because 510 00:40:47.360 --> 00:40:53.840 they manage their state. They learn to harness conviction as a weapon. And they know how to recreate 511 00:40:53.840 --> 00:40:57.600 that state over and over again. And because it's I'm telling you, I'm telling you right now the script 512 00:40:57.600 --> 00:41:01.440 is important, right? You need to make sure the milestones are there. You have to hit the checkmarks. 513 00:41:01.440 --> 00:41:04.880 But once you know the script and you should be able to breathe that like it's the Bible, like you 514 00:41:04.880 --> 00:41:09.040 that you should you should it should occupy no time in your brain or energy to know what you're 515 00:41:09.040 --> 00:41:12.720 going to say next. You should have nothing like there should be no thought or attention to that. 516 00:41:13.440 --> 00:41:18.480 All of your attention should be remaining on the prospect, right? Because if you're present, 517 00:41:18.480 --> 00:41:24.080 then you'll be able to have the correct tonality and actually speak to them like a person rather than 518 00:41:24.080 --> 00:41:28.240 okay, what's the next thing in the script rather than like talk to Mike, who's the person in front 519 00:41:28.240 --> 00:41:32.400 of you? You're actually trying to help who's got a business or whatever that you're trying to solve, 520 00:41:32.400 --> 00:41:37.280 right? All right, let's rock and roll. So here's the tactics around this. 521 00:41:38.480 --> 00:41:43.360 Re-re-testimonials out loud daily in front of your sales team, all right? And if the business 522 00:41:43.360 --> 00:41:47.280 that you're working for doesn't have testimonials, find another business, all right? I'm serious. 523 00:41:47.280 --> 00:41:50.560 You're not going to be able to close unless you're like literally unless you're an ethical, 524 00:41:50.560 --> 00:41:54.160 you're not going to be able to close. So go find something that is a good product because there's 525 00:41:54.160 --> 00:41:58.400 plenty of them out there, all right? Find a good product that you believe in and you see tons of 526 00:41:58.400 --> 00:42:03.920 testimonials and then read those every day in front of the team, all right? Second, well, 527 00:42:03.920 --> 00:42:08.160 this is for the business owners, but fix everything you possibly can about the product, all right? 528 00:42:08.160 --> 00:42:13.280 And never blame a customer for lack of success. So as much as there are people who have not been 529 00:42:13.280 --> 00:42:18.320 successful who've used Jim Launch, I still take the fact that they were not successful and I think, 530 00:42:18.320 --> 00:42:22.640 what could I have done that would have made the next person like them successful and you plug the 531 00:42:23.280 --> 00:42:28.560 home, right? If you do that over and over and over and over again, you know truly at the end of 532 00:42:28.560 --> 00:42:32.560 the day when you look at yourself in the mirror when no one else is watching whether or not you truly 533 00:42:32.560 --> 00:42:37.280 put the effort for it that merits the price that you are charging, right? And only you can know that. 534 00:42:37.280 --> 00:42:42.560 And the thing is is like the reason salespeople get beat up is because they don't put the work in 535 00:42:42.560 --> 00:42:46.720 and then it grates on their soul and then eventually they burn out. They burn out not because they 536 00:42:46.720 --> 00:42:52.400 can't handle no, but because they can't handle how they feel about themselves, right? And so you 537 00:42:52.400 --> 00:42:56.160 have to put the work in to have the conviction because that's what's going to get you through it. 538 00:42:56.880 --> 00:43:02.160 If you've ever met someone who's a born again Christian, all right? They are convicted. They do 539 00:43:02.160 --> 00:43:08.320 not care how many people tell them to shove it because they are trying to save people's souls. 540 00:43:10.720 --> 00:43:16.480 It's real. Like if you let that hit you, it's real, you know what I mean? And if you can be a disciple 541 00:43:16.480 --> 00:43:22.080 of whatever the product that you have an evangelist in the truest terms, then all the scripting stuff, 542 00:43:22.080 --> 00:43:26.400 it won't matter. Why are some of the best salespeople, clients who had success because they believe in 543 00:43:26.400 --> 00:43:32.480 it? That's it. And the most convicted person will always win the fight, right? They'll always 544 00:43:32.480 --> 00:43:37.360 lead the dance because they have conviction in their skepticism, you have conviction in your product. 545 00:43:37.360 --> 00:43:42.080 And one of you is going to win out, right? And it's the question is, whose belief is stronger? 546 00:43:42.080 --> 00:43:46.320 Because belief isn't binary. It's not do I believe or do I not believe? It's how much do I believe? 547 00:43:46.320 --> 00:43:50.800 To what extent do I believe? Would I bet a thousand dollars on this product? What about ten thousand 548 00:43:50.800 --> 00:43:55.760 dollars on this product? Would I sell my mother this product? Think about it. If you would sell 549 00:43:55.760 --> 00:44:02.880 your mother this product, how convicted are you? Probably very. And you will have no problem closing 550 00:44:02.880 --> 00:44:07.040 deals. And notice that I have a lower tone right now so that you listen to the words that I'm saying, 551 00:44:07.040 --> 00:44:16.720 so that you think that they're important. Toned matters, right? Cool. Come on. Rock and roll. So 552 00:44:16.800 --> 00:44:21.920 the end goal here is outwork yourself down, all right? So never stop improving it. So you always 553 00:44:21.920 --> 00:44:25.520 know it's the best and the easiest for the client, which if you're the one closing, then encourage 554 00:44:25.520 --> 00:44:28.800 the owner to do that, all right? And that's how you have conviction, all right? That's how you 555 00:44:28.800 --> 00:44:33.200 get your tone to be unconsciously correct and it's by truly believing in your product and caring 556 00:44:33.200 --> 00:44:38.960 about your prospect, all right? At the same time. Yeah. So I'm on Instagram at AppRomosey. My YouTube 557 00:44:38.960 --> 00:44:44.160 is Alex Ramose by podcast. If you just type in Alex Ramosey, I've got a book. Go shop some, 558 00:44:44.160 --> 00:44:50.000 follow some power. Okay. If you guys want, I've got a book called Alex and Alex is book.com. 559 00:44:50.880 --> 00:44:56.320 It has 35 pages of obstacle overcomes in the appendix for each one of those obstacles. If you 560 00:44:56.320 --> 00:44:59.920 guys want to go grab that, there's I think there's a there's a sales trade here for like a hundred bucks 561 00:44:59.920 --> 00:45:04.720 do. If you want to grab it, you can grab it. It's very good. I do because I know it's so good. 562 00:45:04.720 --> 00:45:06.720 You get people buy your shit. So it's worth it. 563 00:45:06.720 --> 00:45:09.200 Hmm. Hell yeah. Alex, second problem. 564 00:45:09.200 --> 00:45:11.680 Thank you. Thank you. Thank you.