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I am a big believer in sales being an actual empowerment

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conversation.

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Because if you're talking to an empowered decision maker

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who's informed, that's the only person you want to talk to.

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And I believe a well structured sales conversation

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can increase the number of people who are that person.

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Welcome to the game where we talk about how to get more

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customers, how to make more customers, how to keep them

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longer, and the many failures and lessons we have learned

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along the way.

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I hope you enjoy and subscribe.

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Welcome back everybody.

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This person sitting across from me has been on the show

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before you guys all went nuts when he was on, but I

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going to tell you probably the person whose content I share

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the most on the planet, because I think it's that good.

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I really, really like a lot of people in the business space.

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I admire and listen to very few.

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And he has risen up the list for me of the people that I admire

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and I listen to the most, because his content is so good,

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his message is so good because it's based in actual results

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and actual experience.

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My guest today is Alex Hermozzi.

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Welcome back brother.

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Thank you for having me and such a gracious

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introduction.

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I just apologize ahead of time.

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The audience, there's no way I will live up to that, but I'll do

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my absolute heart.

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I'll try my heart.

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He will 15 minutes in.

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He will have exceeded it.

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By the way, he's got a new book out called 100 million dollar

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leads, how to get strangers to want to buy your stuff.

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And I think it's the book launch.

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I told you this off camera.

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I've heard the most about ever.

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He had a few people participate in it.

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How many do you have, tell him?

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Yeah, we had 500,000 people who signed up for the event.

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We had just under 200,000 who clicked to join live.

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The moment we launched it was, it was wild.

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It was all city.

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And I said to him, I said, well, how'd you do it?

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You go, actually, I did this stuff in the book, give us a couple

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specifics of what that means.

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I'm going to give a little bit more context.

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And I'll give the better answer.

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So 100 million dollar offers, which is my first book, was an offer

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about making a proposition to somebody that they would say, yes,

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to. So how do I make offers so good?

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People feel stupid, say, no.

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And the first question that you need to answer when your entrepreneur

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is, what do I sell?

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Right?

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And so you make an offer.

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And that's why that was the first book.

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And so the offer book itself was what I would consider a meta book.

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As an it both, the goal was that I demonstrate the concept.

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Well, also with the book, while also teaching about it in the book.

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And so the book itself, I, I premiered it for $1.99 and it came with a

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course that most people charged $5,000 for.

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And I gave that away for free and did no paid advertising whatsoever.

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And it continues to sell 25,000, 30,000 copies a month.

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This month, obviously, way more than that because the launch and whatnot.

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But, but it does more every month than it did the month before.

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And it's still top 100 two years later.

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Now, the next book answers the next question.

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So once you have something to sell, then you're like, well, who do I sell it to?

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Yeah.

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As you need leads.

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And so that was why the second book is $100 million leads.

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And so leads, you know, a lot of things to a lot of different people.

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But most people agree that they're the first thing that you need to have to get

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new customers.

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And so the thing that creates a lead.

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And when I was trying to go through this book, I was like, what is a lead?

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And so I had a buddy of mine ask me that question.

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And I stumbled for, I was like, you know, a lead.

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And he was like, no, what's a lead?

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And so I was like, you know, it's a, it's someone that you, you know,

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you get name, phone number, email address.

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And he's like, okay.

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If someone follows you on Instagram and you can message them, are they a lead?

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I was like, well, yeah, I guess they would be a lead.

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He's like, okay, well, if I subscribed to YouTube, am I a lead then?

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I was like, no, I get, I guess not.

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He wouldn't be because I can't, I can't contact you in any way.

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And so we started going through all these, if someone, if I knock on someone's door,

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are they a lead?

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Right.

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And so we started going through it.

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And so we come up with a lead is a person you can contact.

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Now from there, you're like, well, there's a lot of people I can contact,

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which then gave me the conclusion that what people say they want is leads.

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But what they really want are engaged leads, which is a person you can contact,

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comma, who's shown interested in the stuff you sell.

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You would call it qualified lead.

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That the next level.

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So yeah, if you're looking on the lead, continue to go unengaged lead, engage lead,

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a qualified lead, and then, yeah, and then you go into customer and whatnot.

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And so, so then the question is, how do you go from an unengaged lead to an engaged lead?

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And that one, that one flip just from there to there is the entire book.

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After that point where someone raises their hand and says, I'm interested in your stuff,

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that is where the book ends.

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And so I wanted to show people how to get strangers to want to buy their stuff,

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not to buy it because that would be sales, but how to want to buy their stuff.

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And so in going through this, we made two four boxes.

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And this took, it's awesome.

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A hundred iterations to get in the end last night.

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It's awesome.

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It was really hard.

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It like as crazy as it sounds.

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I believe it.

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I came into it with a lot of the preconceived.

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I was like, what about earned media?

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What about owned media?

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Like I had all these, and I had to deconstruct everything into simply.

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You can talk to people one-on-one, and you can talk to people one-on-one.

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And there are people who know who you are before you talk to them, and there are people who don't.

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And those are the four variables.

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So if you're one-to-one to friendlies, that's a warm reach out.

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If you're one-to-one to strangers, it's a cold reach out.

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If you're one-to-many to friends, it's when you post content.

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It's your audience who knows you.

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And if you're going to one-to-many to people who don't know you, it's paid ads.

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Gosh, it's good.

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And so those are the only four ways that a person can let other people know about stuff.

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Anything at all.

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Like if a girl's like, I just slept with six guys.

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She's advertising what she did.

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She let people know about it, right?

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And so advertising is the process of making known.

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That's how we define it.

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And so then you're like, well, if those are the only four things that I can do to let other people know about stuff,

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are those the only four ways to advertise?

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And so the answer is kind of like yes and no, because the other four are what I call lead getters.

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And so lead getters are people who let other people know on your behalf.

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Yes.

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And so they are where you get the greatest amount of leverage in advertising.

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Because for example, if I were to say, OK, I'm going to hire a recruiter who brings me affiliates every month.

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And so I hire one person.

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So I do whatever amount of work it takes me to hire one person.

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And then I go and I sit my ties on the beach, which we know that's not true, but just for the example.

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Now that person works every hour of every day, bringing affiliates in.

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And then those affiliates, then either they do one of the core four.

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They reach out to their friends, they reach out to strangers.

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They post content where they make ads to their audience to tell them about my stuff for money, free stuff, or both.

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That's the incentive.

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And so that is an example of a lead getter and how one day's work might create zillions of dollars on the back end by just having leverage,

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getting more for what I put in.

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And so there are four.

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The first is customers.

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So you do the core four, yeah, you do the core four to get a customer.

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Now that customer can then do the core four again to get you other customers.

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Do you feel that there is a priority among others?

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In other words, when you were saying it, I'm like, customer might be the best way for sure.

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The reason I would say customer is more important isn't as much about the customer,

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but about what would make a customer want to refer is typically an exceptional product.

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And so if you have a better product, like you can incentivize any affiliate if you put a product or a better experience.

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Right. Exactly.

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So I'll quickly go through the four lead getters and then, and then I'll explain the whole cycle in total.

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So you have customers, you have affiliates, which I talked about just a second ago, which looks like a customer referral,

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but it's a little different because it's another business who refers their customers to you.

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You've got agencies who can do the core four on your behalf.

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They can run as they can post content.

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They can do outreach all for you because there are agencies who do all those things.

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And then you have employees.

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So like I didn't, I don't make my content.

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I have a team of people who make content for me.

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And so you can see how the first four things are the only things a human can do to let other people know about stuff to advertise.

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The other four are the people you get from advertising who can then do the advertising on your behalf.

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And so the long going to answer for like, how did I get 500,000 people there is that I purposefully took the 24 months leading up to that.

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Because once offers launched, everything was about lead.

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So I knew that the audience didn't know that.

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But everything that I was doing was knowing that in 24 months, I was going to have my next book come out.

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And so I wanted to use every tactic or method in the book to advertise to advertise the book.

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So that's the whole meta concept.

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The first one was I had to make a meta offer like the book itself was an amazing offer.

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So good people.

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So stupid to say no.

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And then when I don't believe $100 million leads, I wanted to get as many strangers to want to buy my stuff, using warm

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outreach, cold outreach, posting content, running paid ads, getting customer referrals, affiliates, agencies and employees.

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And so I used to use itself as validation of the book itself.

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Yes, keep going.

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And so the thing that always grinds my gears.

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And I think what I've, I've strived really hard to do with the content that I make, et cetera, is that I always want the proof to be undeniable.

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And so like I, I started the presentation for the book launch with this little picture of a book that says how to market a book and it has 14 reviews on Amazon.

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And whoever wrote this book, I hope I'm not just like just destroying you.

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That's not my goal.

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I blacked out the name.

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I don't know what it is.

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But I don't need to read the book because I already have evidence that the person doesn't know how to market a book.

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Because if they knew how to market a book, they wouldn't have 14 reviews.

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So like I have real world evidence that the contents of the book are relevant.

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And so I wanted to do the exact opposite of that, which is if you're going to have a book about advertising, it should be advertised better than anything.

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And so that was exactly what I wanted to do was just lean really hard on that and purposefully use only the things that I have in the book.

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And so which was actually kind of fun for me.

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So like when we scripted out the ads, I have an ad creation framework that I just, I just used the framework that I introduced in the book only.

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And with the affiliates, I had the structure that I set up in the book, I use only, like I call it to talk with whisper tea shot, which is kind of like the method that you do to launch anything or less that I used to launch anything.

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You know, like we used agencies when we didn't have to because I wanted to have an agency run it so I could talk about that.

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And then obviously the team did all the content.

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And so we used all eight methods to promote the book.

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And then that is what resulted it.

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We had 137,000 people came from paid ads with 104,000 people came from affiliates.

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We had 27,000 affiliates signed up to promote the book launch.

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We had, we had just under, we had so just sorry, just over 200,000 people came from content.

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And then we had what am I missing and then referrals, the rest were referrals.

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Do you, by the way, everyone hearing this right now, it's amazing to me.

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Obviously the detail of the book and all of that is one thing.

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The other thing is that how many people, all the concepts you just described to them,

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even if they were at the book launch, it's still four of them, meaning they still look at business,

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almost like a linear transaction.

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In other words, they're, this is a simple analogy.

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Look, here's all I got wealthy.

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I don't play checkers in business.

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I'm playing chess.

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I've got multiple moves that I'm already making in front of the other one that set up something else.

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Most people are like, I just got to get this client.

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And then once I get that,

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I'll breathe out loud.

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And then I'm going to go through this arduous grinding, debilitating, horrific,

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self-loathing process to get one more, right?

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The power of one more, that's what my let's says.

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And do you agree with that, though?

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Does it still blow your mind?

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How many people still don't get progressive marketing that stacks on top of one another?

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Funnels, a terrible word, but there's multiple funnels happening here, meaning you've got the affiliate funnel.

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You've got the paid ad funnel.

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If you choose to do it that way, you've got your content or client referral funnel.

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But most people in their businesses, they're still what you just did is so brilliant.

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It's like washing over them still, even of the half a million people that were there, you and I know this.

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It's they, they, they're picturing how business works fundamentally incorrectly.

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Would you agree with that?

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I think so.

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And I think part of it is, so I would say it's more like a, like, at least from my perspective, like an incomplete picture.

237
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So they, they, they can usually, you can only see as far as like what's in front of you.

238
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And so if you are barely making rent, you know what I mean?

239
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And you're barely making payroll, it's really difficult to think about brand.

240
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And so it doesn't make it less important, though, but it's just really hard.

241
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And so, you know, for at least the prescription that I have in the book for advertising is pick one method.

242
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You can pick one reach out to pick cold reach out.

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You can pick, you can pick making content, you can pick running paid ads.

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And those are all the things that you can do.

245
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And I start there because most people reading anything in business are usually the ones doing it for the most part.

246
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And so we start with the core four that a person can do.

247
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But of course, all four work better together.

248
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Yes.

249
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Now you can just do cold calls and you can, you can build a business.

250
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You can just run paid ads, you can, you can build a business.

251
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But if you do cold calls, run ads and have content that people consume when they click your ad, they consume

252
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content and then they complete the transaction or they, you do a cold call, they, they take the set call and

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between the set and the close, they go to your profile, they read some stuff, they watch a video, it's where they're like,

254
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oh, this guy's legit.

255
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Now, if you didn't have that, the likely that you close them would be way lower,

256
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but you would attribute the failed close to bad cold calling,

257
00:12:45.600 --> 00:12:48.600
but you could have given the assist with brand with content.

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Let me ask you a hard question.

259
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I bet no one's asked this.

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And if they have cool, but I was thinking at your work and like I was going through all of it last night again.

261
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And I was thinking, okay, I want to ask them the tough stuff.

262
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Like the stuff no one's going to ask them interview.

263
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I want two entrepreneurs pushing one another to figure this out, even the other, okay.

264
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So what if the sales cycle of your product is different?

265
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Does that dictate which way you should go?

266
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So let me give you an example.

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I'm marketing a book that's a tangible product that can be acquired instantaneously.

268
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Let's switch it.

269
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Let's make it a hard one.

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I'm a realtor.

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I'm in the mortgage business, I'm in the insurance business.

272
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This sales cycle is a little bit different.

273
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It's not necessarily A to B band.

274
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We've got a client.

275
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Does that change your methodology?

276
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And let's walk through a real world one.

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I'm a realtor.

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What I think is maybe the hardest one to make the application fit on some cycles.

279
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Do you pick A lane?

280
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All of the lanes.

281
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And does that matter that the product isn't a consumable can of Coca-Cola or a bottle of water,

282
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but it's a transaction experience that you're going to have to go through in the sales cycle?

283
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I don't think it matter at all.

284
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Okay.

285
00:13:52.480 --> 00:13:55.040
So if we were to just let's fill in the boxes.

286
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If we go, so like, if you're a realtor, warm outreach is going to be you reaching out to your friends and families saying,

287
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do you know anybody who's interested in buying a house?

288
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Now, ideally, you probably not start with that because that's what every realtor says.

289
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So it might be something like, hey, what's your dream home or something like that?

290
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And then you can start talking about something more interesting.

291
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Believe me, I'm not in the real estate space.

292
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So hopefully there'd be a better hook, but that would be the idea.

293
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Cold reach outs is you're, you're just dialing numbers that are close to your cold emailing or, you know,

294
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that is that is cold reach out.

295
00:14:20.160 --> 00:14:22.440
If you're making content, you're talking about the houses that you're selling.

296
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And many realtor's do that.

297
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And then you have paid ads, which also plenty of realtor's either generate buyer or seller leads that they call and then they can help them sell their house.

298
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So either they list houses and they show these, you know, six or seven carousels of cool houses and they get buyers or

299
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they talk about recent sales and then and use them as case studies for like, here's the 17 steps in the process.

300
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We took this house from the owner.

301
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I thought they could sell for 500.

302
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I sold it for 575 and this was the 60 day process we ran through.

303
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If that sounds interesting, I can walk you through what I would do for your house, whatever.

304
00:14:51.840 --> 00:14:52.960
So that would be the core for.

305
00:14:53.200 --> 00:14:57.280
But a good realtor should also have friends who are insular to the industry.

306
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So it might be, you know, lawn care people.

307
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It might be, I know there's regulations around loans and kickbacks and things like that.

308
00:15:03.680 --> 00:15:10.600
But like still cleaners, anybody who does home services, you can still get referrals from them, which would be an affiliate, right?

309
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Now customer referrals is you sell the house and you ask them for friends or before you sell the house, you ask them for friends or

310
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sometimes they just do it on their own because they actually like you and you did a good job.

311
00:15:20.160 --> 00:15:23.000
From an agency perspective, you could hire agencies to do any of those things.

312
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And then if you have more, if you're, if you're a bigger realtor, you have a team of people, then you can use your employees to do any of those things on your behalf.

313
00:15:28.840 --> 00:15:37.800
And so the core for and the four lead getters work independent or whatever business you have because they are simply the only ways that one human can tell other human about stuff.

314
00:15:37.800 --> 00:15:38.480
It's a fact.

315
00:15:38.480 --> 00:15:39.560
So let me give you an example.

316
00:15:39.560 --> 00:15:42.440
I have several homes listed right now, just different things I'm doing.

317
00:15:42.440 --> 00:15:43.120
I'm just thinking through it.

318
00:15:43.120 --> 00:15:46.840
You just said one of the homes I have listed, they literally knocked on my doors a cold call.

319
00:15:46.840 --> 00:15:47.320
Yeah.

320
00:15:47.480 --> 00:15:50.760
And the fact that they did that, they make a lot of money to I was like, this is my lady.

321
00:15:50.760 --> 00:15:51.120
Yeah.

322
00:15:51.120 --> 00:15:52.000
So that's one of them.

323
00:15:52.000 --> 00:15:57.280
The other one I have an interior designer, yeah, referred me the realtor that is now listing my house.

324
00:15:57.760 --> 00:15:58.680
That isn't that interesting.

325
00:15:58.680 --> 00:16:03.360
And the third one just literally had a digital footprint that I saw their digital footprint.

326
00:16:03.360 --> 00:16:03.600
Yeah.

327
00:16:03.600 --> 00:16:07.360
Went to their brand was validated by other significant properties they had sold.

328
00:16:07.360 --> 00:16:07.600
Yeah.

329
00:16:07.600 --> 00:16:08.880
And they're listing that property.

330
00:16:09.120 --> 00:16:15.640
So what he just said, I just give you in my own life validation of all three of those methods right there off the top that I'm currently using

331
00:16:15.640 --> 00:16:18.560
currently in the MLS with three people in that industry.

332
00:16:18.560 --> 00:16:22.160
Exactly the way that he just described, but I wanted to push you to describe it first.

333
00:16:22.160 --> 00:16:24.200
Oh, yeah, that's the theory.

334
00:16:24.560 --> 00:16:26.080
Here's why I think you're this way too.

335
00:16:27.360 --> 00:16:28.280
There's validation.

336
00:16:28.280 --> 00:16:32.520
And then I want to push the theory to the extreme most difficult measure to see whether it passes.

337
00:16:32.520 --> 00:16:34.160
They'll take an on water test.

338
00:16:34.160 --> 00:16:34.520
Yeah.

339
00:16:34.520 --> 00:16:35.600
And that's what it does for me.

340
00:16:37.760 --> 00:16:42.240
Real quick, guys, you guys already know that I don't run any ads on this and I don't sell anything.

341
00:16:42.240 --> 00:16:47.680
And so the only ask that I can ever have are you guys that you help me spread the words we cannot more entrepreneurs make more money,

342
00:16:47.680 --> 00:16:52.560
feed their families, make better products and have better experiences for their employees and customers.

343
00:16:52.680 --> 00:16:57.040
And the only way we do that is if you can rate and review and share this podcast.

344
00:16:57.120 --> 00:17:01.640
So the single thing that I have to do is you can just leave a review, but take 10 seconds or one type of the thumb.

345
00:17:01.640 --> 00:17:05.440
It means the absolute world to me and more importantly, it may change the world for someone else.

346
00:17:07.280 --> 00:17:10.560
Number one thing I want to ask you, someone's an entrepreneur, they're listening to this.

347
00:17:10.640 --> 00:17:14.440
And they're not getting enough leads in general.

348
00:17:15.640 --> 00:17:24.240
And they're, they're literally thinking that what I'm going to do is I'm going to continue to do just posting stuff on my Instagram over and over again.

349
00:17:24.240 --> 00:17:25.840
And people are going to magically appear.

350
00:17:25.840 --> 00:17:29.640
If there's one step now, I should take to change my tactic.

351
00:17:29.640 --> 00:17:33.240
First thing I should do, aside from get the book, get the book, would be what?

352
00:17:33.360 --> 00:17:40.040
So if I needed to make money tomorrow, and I was that guy, yes, it's the first of the core four in the book, which is warm outreach.

353
00:17:40.080 --> 00:17:46.760
And so what that means is I go through my email and I look at every single contact that I already have already in my email list.

354
00:17:47.120 --> 00:17:51.480
I open up my iPhone or my Android and I go down my contact list and I download that and export it.

355
00:17:52.040 --> 00:17:54.160
And then I look at everyone on my social media profiles.

356
00:17:54.160 --> 00:17:55.840
I've got 700 followers on Instagram.

357
00:17:55.840 --> 00:18:00.800
I've got 400 friends on Facebook and I list out all the people into one Mondo Excel sheet.

358
00:18:01.440 --> 00:18:03.360
That is my first leads list.

359
00:18:04.000 --> 00:18:09.520
And I reach out to them and I open with something that has nothing to do with my profession.

360
00:18:10.520 --> 00:18:12.520
Which usually has something to do with their life.

361
00:18:12.800 --> 00:18:17.120
And so I take the 30 seconds before I message everyone because you only have a fixed amount of people.

362
00:18:17.440 --> 00:18:20.000
And I would say, what's new in Sarah's life? Sarah just had a kid.

363
00:18:20.000 --> 00:18:23.360
Sarah just moved Sarah just had a baby Sarah just competed in a tough matter, whatever.

364
00:18:23.880 --> 00:18:25.520
And then that would be my opener.

365
00:18:26.000 --> 00:18:29.040
And then then it's house things, right?

366
00:18:29.040 --> 00:18:32.320
And then once you have house things, then you transition.

367
00:18:32.320 --> 00:18:36.400
You can you can move the conversation into whatever direction you want from selling fitness.

368
00:18:36.400 --> 00:18:40.160
I would say, Oh, well, how do you have time to cook, cook food and get in shape?

369
00:18:40.160 --> 00:18:42.560
If it was, you know, I was career coaching.

370
00:18:42.560 --> 00:18:45.400
I'd be like, how are you making time for work in your career goals?

371
00:18:45.400 --> 00:18:48.040
If I was doing about, if I was selling therapy, I would say like,

372
00:18:48.200 --> 00:18:50.560
how's your mental state with like crushing all these goals?

373
00:18:50.560 --> 00:18:52.080
But like, are you taking time for yourself?

374
00:18:52.280 --> 00:18:54.920
Like I could, you know, I mean, like I could sell anything from once I just know it.

375
00:18:55.040 --> 00:18:58.080
Once I have their attention and we use something that called the ACA framework,

376
00:18:58.080 --> 00:19:00.680
which we learned from the gym world, but it works with anything.

377
00:19:00.680 --> 00:19:02.080
It's just how to talk to a human being.

378
00:19:02.360 --> 00:19:07.000
But it's acknowledged whatever they said, compliment them on a legitimate compliment.

379
00:19:07.720 --> 00:19:11.080
And then ask the next question is a lot of people just don't know how to have a conversation.

380
00:19:11.400 --> 00:19:15.080
And so whenever someone says, you know, I, you know, I did the tough mudder.

381
00:19:15.720 --> 00:19:20.080
I would say it's so cool that you did the tough mudder compliment, which would then say something like,

382
00:19:20.640 --> 00:19:23.000
that's, that's so tough of you.

383
00:19:23.520 --> 00:19:28.080
I was, you know, it's so cool that you take that time to,

384
00:19:28.960 --> 00:19:31.320
to push yourself, you must be that type of person.

385
00:19:31.320 --> 00:19:33.400
I would label them with something that I want to use later in the sale.

386
00:19:33.800 --> 00:19:38.880
And then, uh, so, and then the ask is, let me move the conversation forward, right?

387
00:19:39.160 --> 00:19:42.760
And so that is, I then have my big list of every single contact that I have.

388
00:19:43.280 --> 00:19:47.040
And I start with the open hook that's personalized to them and then I move them through ACA.

389
00:19:47.440 --> 00:19:52.120
And then I set them up for a 10 minute qualification call of some sort to just make sure that they like whatever it is.

390
00:19:52.400 --> 00:19:53.880
And then I would set up for a real conversation.

391
00:19:53.880 --> 00:19:56.480
So, and if you're curious, what does that 10 minute call look like?

392
00:19:56.480 --> 00:19:57.000
Yes.

393
00:19:57.040 --> 00:19:59.560
It's, uh, so I use something called the closure framework.

394
00:19:59.560 --> 00:20:01.160
And it's not that this is the perfect way to sell.

395
00:20:01.160 --> 00:20:05.400
It's just, it's a, it's a simple, uh, acronym that I used to organize sale scripts.

396
00:20:05.400 --> 00:20:07.880
And so C's clarify where they're there, right?

397
00:20:07.880 --> 00:20:10.880
Cause they got on the phone for a reason or they decided to respond back to you for a reason.

398
00:20:11.200 --> 00:20:15.080
And so it's the first obstacle that comes up in any sale as someone says, I just wanted more information.

399
00:20:15.160 --> 00:20:17.280
Well, no, they didn't, they got there because they have a problem.

400
00:20:17.280 --> 00:20:19.160
Like you're not just hopping on phone calls for information all day.

401
00:20:19.440 --> 00:20:19.920
Of course you're not.

402
00:20:20.400 --> 00:20:20.680
Right.

403
00:20:20.680 --> 00:20:23.560
Like you can make that joke if you want to really good, right?

404
00:20:23.560 --> 00:20:26.400
And it's like, well, what, cause then you just clear up like,

405
00:20:26.400 --> 00:20:27.920
what problem do you want to solve?

406
00:20:27.920 --> 00:20:29.800
Like six months from now, what do you want to have happen?

407
00:20:29.800 --> 00:20:32.920
And then then the person's like, well, I, you know, I can't find my jeans anymore.

408
00:20:32.920 --> 00:20:35.280
You're like, right, boom, I've clarified where they're there.

409
00:20:35.520 --> 00:20:38.280
Then you restate it with L, label them with a problem.

410
00:20:38.520 --> 00:20:40.720
So to be clear, you're not the way you want to be.

411
00:20:40.720 --> 00:20:42.520
You're currently, how much 200 pounds?

412
00:20:42.520 --> 00:20:43.360
What would you like to be?

413
00:20:43.440 --> 00:20:44.160
My high school weight.

414
00:20:44.160 --> 00:20:44.800
What's that?

415
00:20:44.840 --> 00:20:45.440
130.

416
00:20:45.600 --> 00:20:46.160
Got it.

417
00:20:46.200 --> 00:20:46.680
Gap.

418
00:20:46.760 --> 00:20:47.080
Okay.

419
00:20:47.080 --> 00:20:47.440
Cool.

420
00:20:47.760 --> 00:20:48.920
So then we go C L.

421
00:20:48.960 --> 00:20:50.920
Now we go to, oh, so this is the closure framework.

422
00:20:51.400 --> 00:20:53.400
Oh, is overview their past experiences.

423
00:20:53.480 --> 00:20:54.880
This is, I called the pain cycle.

424
00:20:55.160 --> 00:20:56.720
So you say, what have you tried so far?

425
00:20:56.920 --> 00:20:57.800
How did that work for you?

426
00:20:57.800 --> 00:20:58.360
What did you like?

427
00:20:58.360 --> 00:20:58.960
What did you not like?

428
00:20:58.960 --> 00:21:01.680
Whenever they say the things that they like, you mental note of that.

429
00:21:01.680 --> 00:21:05.000
So that when you present your solution, you're going to talk about and tie the things

430
00:21:05.000 --> 00:21:05.840
that they liked about it.

431
00:21:05.840 --> 00:21:06.560
They're buying them.

432
00:21:06.800 --> 00:21:07.160
Uh huh.

433
00:21:07.240 --> 00:21:10.200
And then the pain part is where they're like, uh, this was terrible.

434
00:21:10.200 --> 00:21:11.200
It was too hard to follow.

435
00:21:11.560 --> 00:21:12.760
They didn't pay attention to me.

436
00:21:12.760 --> 00:21:13.840
No one followed up.

437
00:21:13.840 --> 00:21:16.800
Bob, Bob, and so then it's like, well, what else have you tried?

438
00:21:17.040 --> 00:21:19.240
And so we just keep doing until we've exhausted all the pain.

439
00:21:19.240 --> 00:21:22.600
And whenever you bring up past experiences, it always aggravates and increases

440
00:21:22.640 --> 00:21:24.280
importance like in the political world.

441
00:21:24.960 --> 00:21:28.840
Whatever the new cycle is on, people will say is the most important issue of the

442
00:21:28.840 --> 00:21:29.360
election.

443
00:21:29.520 --> 00:21:33.000
And it's really just whatever the media chooses to, whatever piano key they want to

444
00:21:33.000 --> 00:21:36.120
play on everyone's emotions that month, but it works the same way on a micro level

445
00:21:36.120 --> 00:21:36.520
on a sale.

446
00:21:36.520 --> 00:21:38.600
So whatever you're talking about in the pain cycle is going to be the thing that they

447
00:21:38.600 --> 00:21:39.600
now think is more important.

448
00:21:39.720 --> 00:21:40.760
Even my health is more important.

449
00:21:40.760 --> 00:21:44.160
Maybe my, the clean cleanliness of my house is more, maybe I do need insurance, like

450
00:21:44.160 --> 00:21:44.840
whatever it is, right?

451
00:21:45.480 --> 00:21:48.320
Um, and so in a set call, we stop there.

452
00:21:48.720 --> 00:21:51.520
So you basically go clarify, label, overview the past experiences.

453
00:21:51.520 --> 00:21:54.040
They're in the middle of pain and you're like, I think I can totally help you.

454
00:21:54.080 --> 00:21:55.240
I don't have time right now.

455
00:21:55.560 --> 00:21:59.480
Let's put a much because this is like a cold, like basically it's a set call.

456
00:21:59.680 --> 00:22:02.800
Now if someone has, if you're, if you're selling a smaller ticket thing, then

457
00:22:02.800 --> 00:22:03.840
you can go cradle to grave, right?

458
00:22:03.840 --> 00:22:06.480
You can go to clear to close if you want to, but if you're selling an insurance

459
00:22:06.480 --> 00:22:09.480
product, you're trying to buy, you know, get them to do a house or do it in a

460
00:22:09.480 --> 00:22:10.960
longer sale, then cool.

461
00:22:10.960 --> 00:22:13.960
Then let me put some stuff together for you so I can give you a much more informed

462
00:22:13.960 --> 00:22:15.200
answer, but I think we can really help you.

463
00:22:15.200 --> 00:22:16.600
Can I ask you a question before you do that?

464
00:22:16.600 --> 00:22:17.760
Do you get any commitment from them?

465
00:22:17.760 --> 00:22:20.320
Like if there's, if I can't end up helping you or you're open to me solving the

466
00:22:20.320 --> 00:22:22.640
solution for you, or do you not get any hook close at that point?

467
00:22:22.840 --> 00:22:24.120
Yeah, we call it the integrity tie down.

468
00:22:24.120 --> 00:22:24.360
Yeah.

469
00:22:24.400 --> 00:22:28.800
So yeah, we, um, yes, we have, uh, we have this big checklist that we call the lead

470
00:22:28.800 --> 00:22:31.560
nurture checklist, but it's like 17 things that we, that we do.

471
00:22:31.560 --> 00:22:34.600
Whatever like we take on a portfolio company, um, we always look at their

472
00:22:34.600 --> 00:22:37.280
show rates on appointments and we can usually take all show rates, even in the

473
00:22:37.280 --> 00:22:38.800
coldest prospects to 85%.

474
00:22:38.800 --> 00:22:39.000
Yeah.

475
00:22:39.240 --> 00:22:40.040
But it's, it's lit.

476
00:22:40.080 --> 00:22:41.800
Like everyone's like, what's the, there isn't one thing.

477
00:22:42.120 --> 00:22:46.240
You have to do like 17 things that each bump you by five to seven percent.

478
00:22:46.240 --> 00:22:46.600
But I like it.

479
00:22:46.600 --> 00:22:50.120
So you're going to end the conversation there with some probably minor commitment.

480
00:22:50.120 --> 00:22:52.000
The total is that if you can solve the problem, they're going to move forward when you

481
00:22:52.000 --> 00:22:55.800
get back together 100% and so then when you go to the second call, we still go

482
00:22:55.800 --> 00:22:56.560
through CLO again.

483
00:22:56.560 --> 00:23:00.480
And you're like, again, you're like, sure, well, and you just dive a little bit deeper

484
00:23:00.480 --> 00:23:01.160
into all of them.

485
00:23:01.360 --> 00:23:02.560
And then you go SER.

486
00:23:02.560 --> 00:23:03.920
So S is solid vacation.

487
00:23:04.360 --> 00:23:08.360
And I use this acronym, uh, this moniker because I say you want to sell the

488
00:23:08.360 --> 00:23:09.360
vacation out the plane flight.

489
00:23:09.640 --> 00:23:12.360
And so a lot of people, when they, when they want to sell stuff, they talk about

490
00:23:12.560 --> 00:23:13.480
the widgets, right?

491
00:23:13.480 --> 00:23:14.560
They talk about TSA.

492
00:23:14.560 --> 00:23:16.600
They talk about checking their bag and taking the shoes off and who they're going to

493
00:23:16.600 --> 00:23:19.120
sit next to on the plane and the seat and how long the flight's going to be.

494
00:23:19.400 --> 00:23:21.520
And the modules and the services and whatever.

495
00:23:22.040 --> 00:23:23.200
But people just want Maui.

496
00:23:23.480 --> 00:23:23.960
Yes.

497
00:23:23.960 --> 00:23:27.160
And so you should be describing the beach and the ocean and that what they're

498
00:23:27.160 --> 00:23:30.120
going to experience the moment they get into the hotel room, right?

499
00:23:30.120 --> 00:23:32.600
And they can open up the, the curtains and they look out the window like, that's

500
00:23:32.600 --> 00:23:34.720
what we should be describing, not how they're going to get there.

501
00:23:34.960 --> 00:23:38.840
So you sell the vacation and then ER is explaining with their concerns.

502
00:23:38.880 --> 00:23:41.240
So once you sell the vacation, that's when you make the ask.

503
00:23:41.440 --> 00:23:44.800
And then E and R is, okay, if they don't say yes immediately, totally

504
00:23:44.800 --> 00:23:45.200
reasonable.

505
00:23:45.200 --> 00:23:47.480
Most people don't expect no.

506
00:23:47.920 --> 00:23:50.320
Yeah, but train for no because that's where you make the money.

507
00:23:51.920 --> 00:23:53.040
And then we explain with their concerns.

508
00:23:53.040 --> 00:23:59.120
And so, you know, for us, I train on three major obstacles, which is they

509
00:23:59.120 --> 00:24:04.360
correspond to the distortions of reality from Dr. Albert Ellis.

510
00:24:05.200 --> 00:24:07.920
And so you've got people who are upset at the universe.

511
00:24:08.000 --> 00:24:11.560
So circumstances, that's on the outer, outer most layer.

512
00:24:12.000 --> 00:24:14.400
And then the next level underneath, and this is like an onion.

513
00:24:14.400 --> 00:24:18.280
So if someone says no, and they say time, money, this isn't the perfect fit for me,

514
00:24:18.280 --> 00:24:19.640
all of those are circumstantial.

515
00:24:19.960 --> 00:24:21.160
And that's the easiest thing to say.

516
00:24:21.160 --> 00:24:24.280
And that's the first thing people say when they say no, the second level underneath

517
00:24:24.280 --> 00:24:26.200
that that is other people.

518
00:24:26.240 --> 00:24:28.760
So first people are upset and distorted about the universe.

519
00:24:28.800 --> 00:24:29.600
Everything's unfair.

520
00:24:29.600 --> 00:24:30.400
Nothing goes my way.

521
00:24:30.880 --> 00:24:36.560
The next level is because of insert person, blame finger goes out, my kids,

522
00:24:36.560 --> 00:24:40.680
my husband, my coworkers, my mom, whatever it is, won't let me do this thing.

523
00:24:41.320 --> 00:24:42.960
And so they put all the power on the other person.

524
00:24:43.080 --> 00:24:46.320
And so we have to break that apart and get somebody who's in power,

525
00:24:46.320 --> 00:24:47.320
who can actually make a decision.

526
00:24:47.640 --> 00:24:53.760
And usually I am a big believer in sales being an actual empowerment conversation,

527
00:24:54.040 --> 00:24:56.840
because if you're talking to an empowered decision maker who's informed,

528
00:24:57.360 --> 00:24:58.560
that's the only person you want to talk to.

529
00:24:59.080 --> 00:25:02.960
And I believe a well structured sales conversation can increase the number of people

530
00:25:02.960 --> 00:25:03.760
who are that person.

531
00:25:04.880 --> 00:25:10.360
And so the final layer, the deepest one is, is themselves, right?

532
00:25:10.360 --> 00:25:16.520
And so they have their own fears that they have to overcome and doubts about what's going to happen.

533
00:25:16.520 --> 00:25:21.560
And so we work through those, those layers until we eventually have a person

534
00:25:21.560 --> 00:25:22.560
who has now made a decision.

535
00:25:22.560 --> 00:25:27.760
And so when we can do that, I'm a big believer in like trying to get yes and no,

536
00:25:27.760 --> 00:25:32.680
not to be, not to be like hard closing, but just so that if someone doesn't give a decision,

537
00:25:32.680 --> 00:25:34.960
then we want to walk them through how they make decisions,

538
00:25:35.600 --> 00:25:37.400
so that they can make a decision about your product.

539
00:25:37.760 --> 00:25:42.040
And so as we're going through it, so that's, that was basically just like the explain

540
00:25:42.040 --> 00:25:46.000
away concerns. And then finally R is that the person says yes, and you reinforce the decision.

541
00:25:46.520 --> 00:25:49.960
And so a certain percentage of sales, especially in high, high volume transactional sales

542
00:25:49.960 --> 00:25:53.320
organizations, people back out, they get cold feet, et cetera.

543
00:25:53.320 --> 00:25:56.960
And so what we try and do is the moment someone closes, we want the next 24 hours

544
00:25:56.960 --> 00:25:58.480
to be unbelievably choreographed.

545
00:25:58.720 --> 00:26:00.960
And so like we're talking immediate.

546
00:26:00.960 --> 00:26:04.320
So the moment they sign, the moment the credit card goes through, they get a text

547
00:26:04.320 --> 00:26:06.720
from the onboarding person or we do a warm handoff like, hey,

548
00:26:06.960 --> 00:26:08.920
this is surely, surely is going to be taken from here.

549
00:26:08.920 --> 00:26:12.320
Like I said earlier, and so what we want to always do is set expectations,

550
00:26:12.320 --> 00:26:14.520
meet expectations, set expectations, meet expectations.

551
00:26:14.880 --> 00:26:16.480
And I have changed my tune about this.

552
00:26:16.480 --> 00:26:21.680
I used to always say over deliver, but I've, I've come to the point now where I genuinely believe

553
00:26:21.680 --> 00:26:25.440
that if you just keep your word, you nailed it, they will trust you more.

554
00:26:25.440 --> 00:26:28.280
And ideally, and this is a little hack for everyone.

555
00:26:29.360 --> 00:26:34.480
If you're any, any type of services business, let's say you're an agency that does SEO,

556
00:26:34.480 --> 00:26:38.880
whatever, and it takes you 14 days to on ramp somebody rather than saying we're going

557
00:26:38.880 --> 00:26:40.200
to touch in every week, right?

558
00:26:40.200 --> 00:26:40.840
Which should be fine.

559
00:26:40.840 --> 00:26:42.480
And that's what most people do in that week.

560
00:26:42.480 --> 00:26:44.600
You probably do like 25 things, right?

561
00:26:44.600 --> 00:26:45.680
But you're going to have one meeting.

562
00:26:46.160 --> 00:26:51.040
If you want to be really clever, every day, send an email, it says, hey, no need for

563
00:26:51.040 --> 00:26:51.400
reply.

564
00:26:51.400 --> 00:26:53.120
Just want to let you know we did these three things.

565
00:26:53.440 --> 00:26:55.680
We'll recap at the end of the week, but I just want to let you know where we're at.

566
00:26:56.080 --> 00:26:59.880
If you send progress supports every day, what happens is you create multiple

567
00:26:59.880 --> 00:27:00.800
reinforcement cycles.

568
00:27:01.000 --> 00:27:03.520
And so you're setting and completing, setting and completing.

569
00:27:03.520 --> 00:27:07.240
And so at day seven, when normally your competitor has only talked to them, this is the

570
00:27:07.240 --> 00:27:10.960
first time they talked them since the sale, you had a warm handoff and they've received

571
00:27:10.960 --> 00:27:13.080
communication from you every single day.

572
00:27:13.080 --> 00:27:15.920
So this is like the eighth touch point, correct for them.

573
00:27:16.360 --> 00:27:21.320
And now they're trusting you so much higher, which then translates to way lower backouts,

574
00:27:22.000 --> 00:27:26.240
way higher ascensions into whatever your next revenue thing is or the next product or expansion

575
00:27:26.240 --> 00:27:29.280
revenue and more referrals and testimonials.

576
00:27:29.600 --> 00:27:32.720
And so we try and choreograph that process and that's the R.

577
00:27:32.720 --> 00:27:36.240
And so close your framework, clarify where they're there, label them with a problem that

578
00:27:36.240 --> 00:27:38.960
you can solve over either past experiences, the pain cycle,

579
00:27:39.080 --> 00:27:43.280
sell the vacation, not the plane flight, explain where they're concerns and then reinforce

580
00:27:43.280 --> 00:27:43.760
the decision.

581
00:27:43.840 --> 00:27:45.560
Okay, a lot to unpack there.

582
00:27:45.560 --> 00:27:45.800
Yes.

583
00:27:45.800 --> 00:27:45.920
Okay.

584
00:27:45.920 --> 00:27:48.400
So hang on, this is one of those notes, a segment on the show.

585
00:27:48.440 --> 00:27:52.160
We rewind it and go listen to it again, go rewind seven minutes back or whatever that was

586
00:27:52.160 --> 00:27:54.200
and listen to it again, because there's genius in there.

587
00:27:54.200 --> 00:27:55.400
I just want to unpack a couple of the things.

588
00:27:56.760 --> 00:28:00.640
Most of you make the mistake in whatever it is that you're doing, even doing it with your kids,

589
00:28:00.840 --> 00:28:02.600
you're, you are selling the plane flight.

590
00:28:02.600 --> 00:28:03.600
You're selling the process.

591
00:28:03.600 --> 00:28:06.080
You're selling the steps as opposed to the beach.

592
00:28:06.080 --> 00:28:06.720
That's a biggie.

593
00:28:08.000 --> 00:28:13.280
Number two, this, this notion of the 24 hours post, I cannot get over how many people think

594
00:28:13.280 --> 00:28:14.200
the sale just got closed.

595
00:28:14.200 --> 00:28:14.600
I'm done.

596
00:28:14.640 --> 00:28:15.440
I cannot get over it.

597
00:28:15.440 --> 00:28:17.000
Number one, you're probably going to lose the sale.

598
00:28:17.000 --> 00:28:18.920
Number two, you're definitely diminishing the amount of leads.

599
00:28:18.920 --> 00:28:19.880
You're going to generate from it.

600
00:28:20.400 --> 00:28:22.600
I just did a very significant transaction with somebody.

601
00:28:22.600 --> 00:28:27.560
I had a very laid out process in my companies, a very major exit type decision for somebody.

602
00:28:27.560 --> 00:28:27.840
Okay.

603
00:28:28.760 --> 00:28:35.760
I told my team, the second we hang up this phone, he is going to begin to doubt this decision.

604
00:28:36.640 --> 00:28:39.960
If he's an airplane, he's freaking losing altitude.

605
00:28:40.360 --> 00:28:44.040
We need to be doing X, Y and Z, but it's already a predetermined process.

606
00:28:44.040 --> 00:28:49.680
I was just taking them back through reminding them why some of the businesses you have,

607
00:28:49.720 --> 00:28:51.880
it is just a 24 hour process.

608
00:28:51.960 --> 00:28:56.560
Some of you, to your other point, it's a week or eight or 10 days and whatever it might be sure

609
00:28:56.560 --> 00:29:01.000
enough, what was supposed to happen the next morning, didn't by midday.

610
00:29:01.000 --> 00:29:01.800
We were behind.

611
00:29:02.640 --> 00:29:07.760
Then he messages us with a question, which we replied to.

612
00:29:07.920 --> 00:29:09.560
Then he messaged with another one.

613
00:29:09.720 --> 00:29:13.000
When the second question came in, I messaged the entire team.

614
00:29:13.200 --> 00:29:13.920
This deal is over.

615
00:29:14.080 --> 00:29:15.480
Yeah, we're losing this deal.

616
00:29:15.800 --> 00:29:16.760
No, no, no, we can get it back.

617
00:29:16.960 --> 00:29:18.080
We've lost the deal.

618
00:29:18.080 --> 00:29:18.880
He has switched.

619
00:29:18.880 --> 00:29:21.520
He's got downward momentum and it's our fault.

620
00:29:21.880 --> 00:29:26.440
Sure enough, massive, like close to nine figure mistake that was

621
00:29:26.440 --> 00:29:27.880
a process that was involved.

622
00:29:27.880 --> 00:29:30.960
Some of you are making a $800 mistake when this happens.

623
00:29:31.160 --> 00:29:33.640
Let me ask you a hard question because this is something I've done in my career.

624
00:29:33.640 --> 00:29:35.560
It's not process driven, but it's important.

625
00:29:36.120 --> 00:29:37.200
You went through this process.

626
00:29:37.720 --> 00:29:43.240
Sometimes I think that somewhere in that flow, tell me if intuition works or you just

627
00:29:43.240 --> 00:29:46.320
stick to the process, somewhere in that flow before you get the close.

628
00:29:47.560 --> 00:29:49.640
I've had the intuition, this person's ready right now.

629
00:29:50.000 --> 00:29:52.200
I can go to this step.

630
00:29:53.080 --> 00:29:56.000
That's not necessarily something that's able to teach on scale.

631
00:29:56.120 --> 00:29:56.840
Do you know what I'm saying?

632
00:29:57.080 --> 00:29:59.880
But I've also watched a lot of people go, you have them here.

633
00:30:00.280 --> 00:30:04.480
And now you're beginning to layer objections in it and it's taking longer than

634
00:30:04.480 --> 00:30:05.920
their tolerance level is.

635
00:30:05.920 --> 00:30:09.560
I see a lot of people, especially the longer they're in sale, they unsell them.

636
00:30:09.560 --> 00:30:10.160
They give them more.

637
00:30:10.200 --> 00:30:11.080
Let me tell you one more thing.

638
00:30:11.080 --> 00:30:11.960
You wonder the thing you should know.

639
00:30:11.960 --> 00:30:16.320
One other thing, by the way, my checklist says step four is I then do this.

640
00:30:16.360 --> 00:30:21.040
Do you, because scaling this isn't as easy as, but I also know the real world.

641
00:30:21.520 --> 00:30:25.360
Should someone still have sensory acuity when they're in the process and go, we're ready

642
00:30:25.360 --> 00:30:30.360
now. So the way that we train sales is that one, we start, you might love this.

643
00:30:30.640 --> 00:30:34.280
Okay. So we try to think back to front, which is if someone, a lot of people train

644
00:30:34.280 --> 00:30:36.560
rapport building first, they train the script top to bottom.

645
00:30:37.480 --> 00:30:39.640
But if someone knows how to do the first half of the script, and they don't know the

646
00:30:39.640 --> 00:30:41.600
second half of the script, the likely that they can close is zero.

647
00:30:41.640 --> 00:30:42.240
Yes.

648
00:30:42.560 --> 00:30:45.120
If you train people from the back of the script to the front of the script, if someone

649
00:30:45.120 --> 00:30:46.960
doesn't have rapport and they don't know the opening questions, but they know how to

650
00:30:46.960 --> 00:30:52.560
close, the likely they could close is greater than zero 100% and so 100% and so for us,

651
00:30:52.680 --> 00:30:57.000
my belief from a selling perspective is that if you follow the closer, right, clarify

652
00:30:57.000 --> 00:31:00.440
whether they're already in asking questions, labeling them is just asking for agreement

653
00:31:00.480 --> 00:31:02.320
on one statement that they have the problem.

654
00:31:02.600 --> 00:31:05.200
Overvening past experiences, just questions, we haven't said anything else.

655
00:31:05.200 --> 00:31:06.120
We're just asking questions.

656
00:31:06.480 --> 00:31:09.720
And then the only time you actually make a statement is when you sell the vacation.

657
00:31:10.520 --> 00:31:12.440
And then after that, you ask.

658
00:31:12.840 --> 00:31:17.440
And so for us, we, the E only comes out after they've said no.

659
00:31:17.840 --> 00:31:18.680
And so we got it.

660
00:31:18.760 --> 00:31:21.280
We explain it through obstacles and objections.

661
00:31:21.440 --> 00:31:26.120
And so objections as I see them come up after the ask obstacles come up before they

662
00:31:26.120 --> 00:31:26.480
ask.

663
00:31:26.720 --> 00:31:29.200
And so if someone says, I'm just here for more information, that's an obstacle.

664
00:31:29.200 --> 00:31:30.680
So we want to handle that up front.

665
00:31:31.400 --> 00:31:34.400
If, you know, like an up front again, it's like, is there any other decision makers

666
00:31:34.400 --> 00:31:35.320
that need to be on the call?

667
00:31:35.320 --> 00:31:38.480
And we asked that in the nurture process before we're on the call and we'll reaffirm that

668
00:31:38.480 --> 00:31:41.920
at the beginning because if they say no, yes, I do need someone then like, cool,

669
00:31:41.920 --> 00:31:42.600
let's just reschedule.

670
00:31:42.600 --> 00:31:43.560
There's no point going through this.

671
00:31:44.360 --> 00:31:48.400
Objections happen, which is universe like time, money, fit.

672
00:31:49.040 --> 00:31:52.360
I need the other decision maker or I don't know how to make a decision, which is

673
00:31:52.360 --> 00:31:53.600
the personal thing, the doubt part.

674
00:31:53.880 --> 00:31:56.600
And so then we walk them through making the decision making process.

675
00:31:57.120 --> 00:31:59.160
But each one of those, we always loop back.

676
00:31:59.160 --> 00:32:01.880
So they give us the thing we overcome it.

677
00:32:02.040 --> 00:32:03.480
And we say, great.

678
00:32:03.560 --> 00:32:05.320
So now you ready or make sense?

679
00:32:05.360 --> 00:32:05.960
Fair enough.

680
00:32:05.960 --> 00:32:06.880
Let's ready to move forward.

681
00:32:06.880 --> 00:32:07.600
Do you ever idea on you?

682
00:32:07.600 --> 00:32:08.680
Whatever the closing question is.

683
00:32:09.200 --> 00:32:15.800
And so that way, as soon as someone says, yes, that is when we stop selling.

684
00:32:16.480 --> 00:32:19.680
So that's the big, so your point of up selling is because people then get like,

685
00:32:19.680 --> 00:32:20.280
really excited.

686
00:32:20.280 --> 00:32:24.200
It's like, dude, take credit card, like, as soon as they say, yes, great.

687
00:32:24.240 --> 00:32:24.880
What card do you want to use?

688
00:32:24.880 --> 00:32:27.280
Yeah, by the way, I know my audience is like, dude, this is hard core today,

689
00:32:27.280 --> 00:32:30.520
which is exactly, no, no, no, this is exactly what you bring to the table.

690
00:32:30.520 --> 00:32:33.200
And it's actually the stuff like, you know, look, it'd be great.

691
00:32:33.200 --> 00:32:34.160
We can do another episode today.

692
00:32:34.160 --> 00:32:37.680
If you want like, hey guys, you know, be positive, right?

693
00:32:37.680 --> 00:32:40.400
Like we could do that or we can actually give you teeth.