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coming from downtown Austin. I am I've been sort of like this this this this content piece has been

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bogged you know ping pong in my head for a while and either it's going to turn out really really

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epic or it will be really not epic but hopefully it's epic so I'm calling this the three

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horsemen of the sales apocalypse which are the only three obstacles that you will ever need to

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overcome. Now I contemplated making this super super super super tactical but like I have

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probably 20 overcomes for each one of these things that are like here's a paragraph and this is

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the line of reasoning behind it but I thought it might be more valuable for you to kind of understand

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the theory behind each one of them because once you understand the theory behind each obstacle

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and what you're really overcoming then it's the difference between executing you know cooking a

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recipe and being a chef right like a line cook just follows the steps and the recipe and then

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they can reproduce what the chef is making. So if you were trying to be a chef of sales then

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understanding these three things at a theoretical level will help you continue to develop new things

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new overcomes that are specific to how you talk and your personality and your facility trainers

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etc. Okay so for those of you who don't know the three main obstacles that you have to overcome

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in any sale not overcome but that can come up in a sale and this is typically when someone when

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you have not provided a sufficient gap basically saying like you want to get here you are currently

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here here is your gap and there's enough pain that you're going to want to cross it and here's

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my bridge right now if that bridge that you made was not good enough right then the three obstacles

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are price delay as installing saying hey I needed so prices like hey that's too expensive I don't

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have that kind of money etc. The second is delay being like hey I need to think about it um

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let me go home let me sleep you know I never make decisions quickly all that kind of stuff right

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and the third is a decision maker so like you know what I have to talk to my husband I never

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make decisions without him we have a rule that over a hundred dollars you know what

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yes they're going to tell you right so what each of these is and then the subsequent theory that

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you need to understand so anything that has to do with price is a question of value meaning

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that person doesn't think that you've described enough value to what you're selling them

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and exaggerate an example of this that will show you that I'm right when I say this is that

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if you were to say hey for five hundred dollars I'm going to give you this house they would find

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five hundred dollars right because the value is so high and clear right and so if you have that

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in your mind then you can always think if this a price issue then it means I didn't establish the

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gap and I need to build value but you don't necessarily need to build value in terms of what they get

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sometimes it's decreasing what they need to do right and if you remember one of my past videos it

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was like the the value equation is magnitude of outcome likelihood of achieving which is conviction

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where they actually believe that they're going to get there um divided by time and effort and so

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typically it's going to be the conviction piece where they actually believe you that you're

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going to work on and then sometimes it can be decreasing time and effort usually you don't need to

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increase the the magnitude of the outcome because most people get that part it's usually the

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believing they'll perceive likelihood of achieving it and then the time and effort they're like you

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know what this sounds like a lot of work and so breaking down how easy you have made it for them

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builds the value right so that in it in a nutshell is all of all of the price overcomes that you

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will ever hear would be based around value comparing other things that they've spent to what they're

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doing now do they really like we vote with our knowledge about the things that we care about like

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all of that stuff is going to come down to value right the second is delay right so any delay

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closes I have to think about it I'm not sure whatever right there's a million of the overcomes

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you know you're going to do it sooner or later it might still do it now so you can start

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and join benefits sooner whatever right there's a million of these types of closes but the thing is

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is that all of them in common have one key thing which is that you're going to confront the decision

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and you're going to identify the variables that that prospect needs to use to make the decision

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and so most people don't like making decisions because they're afraid of being wrong right making a

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mistake and so what you have to do is say okay cool well let's just walk through to the you know

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like I need to think about it cool what do you need to think about and then they're like you're

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like cool well let me tell you what most people used to make the decision right there's three main

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things do you know what they are and they're like I don't know like one do you believe that this

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program is going to help you get to where you're trying to go okay two do you want to do it with me

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in this facility three do you believe that you can do it and they're like yeah like okay cool so

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like there's nothing to think about let's go you know what I mean and so it's just that everyone

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fears actually making decisions and so you have to walk them through that process there's a million

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different obstacles like closes for delays but at the end of the day you're going to force them to

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confront the decision that is it that's all it is you're explaining to them that there's going to be

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no difference in information tomorrow than there is right now and like you can even walk them through

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the fact like most people are afraid of making decisions because they're afraid of making mistakes am I right

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real quick guys you guys already know that I don't run any ads on this and I don't sell anything and

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so the only ask that I can ever have are you guys that you help me spread the words we cannot

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more entrepreneurs make more money feed their families make better products and have better

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experiences for their employees and customers the only way we do that is if you can rate and review

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and share this podcast so the single thing that I have to do is you can just leave a review

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let's take 10 seconds or one type of the thumb it means the absolute will to me and more importantly

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it may change the world someone else right okay well let's look at what the best case would look

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like let's look at what the worst case would look like right and so you help them confront and

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make the decision and that is everything that has to do so when you hear I need to think about it

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think confront right identify variables help them make the decision price think value I must not

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I probably need to increase their conviction right and I probably need to increase in in their

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perception of how little time and effort they will need to have and that means that I need

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to show them the value by saying how easy I have made this for them and how unethical with the

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it is right you cannot miss it okay this is probably my least favorite one because I think

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these people are victims and they're annoying because they're like couldn't even sack up and tell

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me that they they don't want to do something they have to say I have to talk to my husband about

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it which is driving it below but anyways here what you're gonna try and do is feed off of past

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agreements that you already know are there so an example would be well does your husband already

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know that you are you know dissatisfied with how you look yes is he happy with the fact that you're

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dissatisfied with how you look no okay so he agrees that you like that he he supports you in the

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fact that you should do something yes okay then why would he not support you here right so it's

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like you have to feed off a past agreements to get the current one so it's kind of like a logical

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step that you have to go through because at the end of the day if someone says they cannot make the

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decision then then like you can't close them and so you're you're basically trying to

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establish that they've actually been given permission they just weren't aware of it and so you

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just need to logic them through the fact that they had been given permission like does your husband

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know you're here right yes does he support the fact you're trying to get help yes right like

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and so you're stacking these you're stacking these agreements to lead to the natural outcome of yes

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you're empowered enough they they agree with you enough that you can make this decision right and

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then you can tack on little things like hey it's better to ask for forgiveness than permission hey

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if your husband's anything like my wife they've never really stopped me to do something that I

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was really passionate about is this something that you're really you know interested in of course it

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is okay great so then you know like there's little things that you can say like that but the main

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the sticking of it is that you find past agreements and then you drag them to the present and apply

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them to the current situation right that's how you get over decision maker closes so hopefully this

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was bad for you but understanding those three main obstacles and what what are the real key drivers

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that we're trying to bring home with price you're going to work on conviction and you're going to

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increase you're going to decrease the time and effort or the perceived time and effort for it right

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increasing the perceived maximum most people do that pretty decently in the sales like if you're

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future pacing it all and talking them at what they're going to feel like what they're going to look

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like and what you know what it feels like to step on the scale at xm x pounds you've kind of you've

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painted that picture right and so usually most people will act on the conviction side and then

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making the time and effort seem more reasonable because of the effort you've put it on your side

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delay confrontation and identification of variables that's all you're doing right making them

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confront the decision and then giving them the variables that they need to make the decision so

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that they feel good about it paint the best case paint the worst case scenario for them and then

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decision maker like I just said past agreements now there's one that could be like the hidden

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fourth obstacle of this which would be like I call like fitness related obstacles are like

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outside circumstance perceived obstacles which would be you know I have a hip injury like what do

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you guys do for that right they're not real obstacles you just have to have be prepared with answers

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like I can't work out on Tuesdays is that going to be a problem I hate broccoli is there broccoli

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on the meal plate like like those types of things are not real obstacles but sometimes people like a

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salesperson who's nervous will get tripped up on someone's system like that think it's a

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deal breaker but the route is you just have to know what you're gonna say there and so any any

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type of you know time related thing the ease like there's a million ways to get around those

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things which is just like like let's walk through your schedule together and let's figure out

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a time that works and like move things around it's just problem solving but they're not real obstacles

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so anyways guys if that was right before you I hope it was rather than giving you the super

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save this and then say this and say this which there's always the time for that those are the

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three main ones that your sales guys need to overcome and understand what's the what's the

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actual mechanism behind it that actually makes the makes the overcome work hope that makes sense

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you can throw a thumbs up so that other people can see it that be swell otherwise have an amazing

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hump day you guys are awesome I love you all and I'll catch you guys when we click on