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What's going on, everyone? Welcome back to the game we talk about making

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mo money, helping mo people. And in general, creating profits

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outsized for the efforts that we put in. And maybe even making an impact

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to I hate the impact term, but you get the idea, right? Like, you know, do

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good stuff, be good for the world, all the kind of jazz. Okay. So let's talk

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about selling shit. Okay. So last night, I had a had an hour long

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conversation with my director of sales. I was talking to him about a frame

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that I was like, this is advanced sales. And so I kind of want to share that

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conversation with you to the best of my ability. And I was like, man, I wish I

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had recorded this. But you know what, cameras are always there.

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Fundamentally, what I wanted to do is explain to him a different way of selling.

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Obviously, one on one sales, you got to know how to, you know, clarify whether

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they're labeled them with a problem over their past experiences, you know,

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a certification, three-pillar pitch, understand metaphors that they can

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directly relate to, you know, the core thing that you're helping them overcome,

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then explain the way the concerns and then reinforce the decision. That's

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sales 101. I'd say sales 201 is the AAA framework that I think I made a

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podcast about a month or two ago, which is in between them saying statements

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that might not be a purchasing decision, me basically I'm saying, I need to

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think about it or I'm not sure what about the specific thing. A, acknowledge

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then a, again, you associate their response, which is in another, in other

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way, saying you qualify the question, you say, hey, it sounds like, right?

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This sounds like you're the type of person who is just like the people who

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are really successful because you asked that question. Or that's an amazing

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question and because of this reason. And so when the prospect thinks they're

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taking a step away, you actually say, no, actually you're taking a step towards.

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And then the final A there is that you then you ask the next question.

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And so that's kind of like, I would say sales 201. And so what I want to

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talk about today is sales 301. So more advanced. And I will probably do a

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better, better job quantifying this in the future. But I think the description

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will still serve you well. And that director went on, explained it to the

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framework of the sales team. They had a meaningful increase. That's why I'm

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making this podcast. So I will tell you a story to hopefully demonstrate the

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concept. I have an ad from years ago, is the first ad ever for Jim

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Watch, where I'm walking around this very kind of like sketchy-ish area.

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I go upstairs through these barbed windows and barbed doors and show these

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two apartments. And these two apartments, which were empty, were supposed to be

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gyms. And so I was called out to sell gym memberships into we quote Jim

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that was not a gym. It was two apartments above a convenience store.

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All right. And not like the best area in doing this. I was like, oh my God,

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how am I going to I'm like walking around this place like this is absurd.

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Like, what am I going to say here? Like there's no equipment. One of them

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is has like clouds painted. It was like, looks like it was like a nursery or

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something. And then the other one was like peach walls. And so these are

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and they're that you get up to the top of the stairs bars on both door, like

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it's an apartment, right? There's bars on the door. So you open up the bar

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doors and then you have the door door. You open it up and they look completely

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different. And all it is is you've got like rubber on the floor again, zero

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equipment. And then there's like a kitchen and tile bathroom. Like it just it

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made no sense. So you're like, okay, what frame of mind do I need to get into

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for this to be exceptional? Like what would have to be true in order for this to

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be cool and interesting? All right. So this is the question, right? What else

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would have to be true for this to be a crazy deal or something cool or why it

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would be this way and still be vibe? I basically painted this picture in my

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mind because this was this was close to DC, this particular gym, so

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Washington DC, I thought to myself, okay, if I were, you know, a politician and

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I wanted to not be recognized, right? I would go to a place a little bit

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further away and I would want to go to a gym that wasn't open and it had just

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all these little rooms and nooks where I could work out so that it would be

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more private. When people came in, they were like, this is a bit odd. I'm like,

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oh, this was by design. I was like, we have many clients

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tell who don't want to be recognized. I was like, and you may recognize some

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people who come in to this facility, but I would just encourage you if you do,

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like don't go up to them. So then I would just make a transition. This is a

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metaphor. So I say, hey, so have you ever gone, you know, the gym, you're like,

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I don't want people to stare at me, right? Because I'm selling to weight loss

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woman, right? And I'm like, yeah, yeah, I wouldn't want that. It's like, yeah,

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and that's why we have these individual rooms set up so that you have that

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kind of privacy. Now you can go into the central area. If you want to go

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talks, hang out, see people and whatnot. But fundamentally, like when you're

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exercising, you're doing it on your own. You have to worry about other people's

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eyes watching you can just be you and yourself trying to improve people like,

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oh, that's great, right? That frame then carried through the conversation.

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This framing, I think, is incredibly valuable because it then tells you what

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else would have to be true. There's a book I read years ago that I think was

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called making them believe. I wouldn't recommend reading it. I will just

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summarize it for you right now. It was basically about a breakdown of like how

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the biggest scams in history were able to persuade. And to be very clear,

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I like to learn from everyone. And I think that there's plenty of things that you

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can learn from people who did something well for the wrong reason.

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Me personally, like, what can I take from this? That's good, right? And how can I

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help persuade people to do things that actually help them rather than hurt them?

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Right. There's an ethical dilemma, not a skill deficiency,

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and just to be very clear, one of the core components of the book and the book also talked about,

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it wasn't just a scam business. It also talked about how like a brothel, actually,

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this was a different book. I think it was called like Triple X sales secrets. Anyway,

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now I'm going between books right now. But this one was a whole breakdown of how one of the

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highest grossing brothels in like the UK had their sales process set up. And so they

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talked to the Mater D. I think that's the name or whatever, the lady who's in charge

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of like her selling process. And so one of the things that she brought up, and this is actually

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been internalized for me for every single sales process I have made since. So maybe this is a writer

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downer. It has to be congruent. So if you set a frame, right? So I had this frame in the example

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I just gave that this is this kind of like weird in the hood upstairs thing. But the reason that

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we had that because it's like, what's the reason? The reason that people should spend lots of

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money here is that this is purposely exclusive. It's purposely off the beaten path. Is anything

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that I said untrue? If you don't want to be recognized, being in a more private setting

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is a better way to do that. Is it untrue for me to say you might recognize people who come in

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here. It's very possible. The thing is is that I let someone's imagination fill in the dots.

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But nothing that I said was untrue. And so the idea is if you set a frame, you basically want to

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paint the edges of that picture and make sure that every edge matches the frame. And this is

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what I was talking to you with my sales director. This is a portfolio company, right? If this thing were

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to be market value for a service like this, right, would be call it $50,000. Okay. So this is B2B.

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If this thing were $10,000, I said, do you think that you would sell out the capacity,

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right, of the of the business? And he was like, yeah, for sure. It's like, not even a question.

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That's it. Okay. If you were to get on the phone and know that you were going to be pitching

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a $10,000 price point for this thing, how would you approach that call? How would you shift

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in your body language and your tone and how you present how likely you think that you were going

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to fill the slots and how good of a deal this is? He's like, yeah, I would probably change a lot.

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I was like, exactly. And the crazy thing is is that that price is only meaningful to you.

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I really want you to take this in. Like, this is advanced sales shit. Like, this is how you become

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a savage. This is how your team puts up numbers that no one can touch. Because the thing is,

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as I was talking to this director, I said, you have folk and he's a great great director doing

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really well. I was like, you have focused your entire career at getting better at sales. I have

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focused most of my career on making sales as easy as possible. Seem similar. And maybe you could

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make the argument that getting better at sales is making easy as easy as possible. But that's not

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the point. It just sounded nice. And so I say to you is that there are probably ways that you can

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simply make sales easier rather than getting better at sales. If we zoom out and say what is sales,

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sales is increasing the likely that people exchange money for your goods, right? That's fundamentally

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what it is. Okay. If we add these variables in, so maybe I'm undoing my very very nice rhetorical

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device that I just said, but you have to ask the question, what else would have to be true if this

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frame existed? If this sales director gets on the phone and says, hey, this is a bargain. Well,

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we'll fill up the slots. I have no question. So if you want to do this, then you should do a click

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because we will hit capacity. It's very, it's very unlikely. It's unlikely. I can't guarantee

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the future, but it's very unlikely that I'll even be able to get through the calls that I have for

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this week. I'll have to push people out and whatnot and who knows? There's a different perspective,

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right? The tone, how they sit in the chair, how hungry it. They're completely not worried

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because at this price, this thing's going to go. But all of that exists between their ears.

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And so these are the like, this is really like real, real. You may choose not to believe this. You

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could say whatever you want. My calculated hard, close rate for these in-person fitness programs

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when people would come in for a free thing was 83%. And I would make the argument that I closed

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everybody and then some people just literally, I would just, I would run six cards. You know,

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I just didn't have it, right? But the thing is, it's like, I want to come in with the

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expectation that I sell everyone. Every single person should want this thing. All of them

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and be desperate to get it because of how good of a deal this is. And so this is like,

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I think it's easier for people to say, what is your price? Cool. Cut it by, cut it by 80%.

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How crazy of that of a price would that be? Cool. Now, just say the existing price as

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though you were talking about that lower price. This is how you really nail scripting, how you

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really nail tone is that you get into that mental space and you live in that reality.

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You have to be able to live there. Now, this is maybe a higher cognitive load test. I don't know.

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Maybe some people can't do it. But if you can, it makes you unstoppable because you really do

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live in an alternate reality and you're inviting the prospect to live with you in that reality.

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And they will accept the rules of the game there because they only know what you show.

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They only know what you show, what you put on display. And so the thing is, is that they're

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taking in so much more information than the words that you're saying. The pauses in between

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the tiny little side statements, how desperate you are to make the sale occur. You can feel

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when someone doesn't need your money. You can feel when someone even an employee is like,

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yeah, we're going to move out of these. Like, if you want to do it, you should do it.

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Like, you should do it now because I mean, it could happen, but it's very likely that we're not

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going to fill up the spots. Get your capacity very quickly. That changes how people act.

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And so it's great to have the words. It's great to have nail the script, all that stuff.

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But the true savages just don't live in the world that the rest of the salespeople do.

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They live in a world of their creation. If you've ever seen the Matrix, and there's Matrix 2,

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Matrix 3, I love all the matrices. Matrix C's, if you will. There's this one scene that I love,

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which is a really small scene that people don't really talk about. But there's the scene with

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the train man. If you haven't seen the movie, basically there's one program that shuttles programs

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between the machine world and the AI reality of the matrix. And so there's only one,

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one path that takes you between those worlds. And there's a program, the train man, who

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owns, that's his program. That's what he does. That's his purpose, his function in life.

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And so the train man program is really simple. It looks like a subway. It's just all white.

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There's a bench. And there's nothing to it besides the train that comes with the train man on it.

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And if the train man doesn't come, you just get stuck in basically limbo forever. And so Neo,

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the protagonist, weeks up there because he has some sort of out of life experience, whatever.

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The train man shows up for somebody else. Neo tries to get on the train. And Neo at this point,

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like Superman, he's like Super God and Matrix, he's like crack the code, whatever. The train man says,

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no, you're not on the list, you're not getting in the train. Neo, assuming that he has the same

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Superman like powers in the train man software, then says, listen, I'm getting on that train.

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He tries to like take a swing at the train man and the train man just destroys him.

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And he's like, in this place, I am God. In this place, I make the rules. I say who gets on this

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train and who doesn't. And I'm loosely paraphrasing. When you become an advanced salesperson,

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you are the train man. You are the one who sets the rules of that engagement,

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who sets the rules of reality because you are the one who shows them what to know.

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And so it's all of the edges of the painting. It's all of the things that what else would have to

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be true for this frame to be congruent. And the thing is is that when you live in that reality,

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if you mess up even a corner of it, boom, it pops. You've lost the frame, it's gone. And so you have

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to make the whole thing congruent. One of the things from the triple X sales thing for the brothel

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was they wanted to have this high end thing. And so they had a lady who was British answering

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the phone. It might have been the U.S. But I remember the British thing. The person answering

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the phone was British because it had a higher end feel to it. They would get these like envelopes

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that were like golden black and had this like mysterious feel to it. All of these details

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would keep the congruent frame of this is what a very premium establishment would look like.

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Now, what they're selling is relatively depraved activity for the most part,

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banging strangers for money. And for those of you who have weak stomachs, the point here is not

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like I'm saying yes or no, good or bad. I'm not getting into the morality of this. I'm just

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getting into this ass process. It's all I care about right now. There is like a lot of you want to

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have like I hear this all the time like we were premium, right? But there's so many things that if

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you were premium or not true, you don't keep a premium frame within the sales conversation for

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a prospect because so many of the edges of the painting don't align. They don't make sense with

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that frame. And so the advanced salesperson gets into that reality and says if this thing were one

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tent the price, how would I sell it? How would I feel? How would I sell it? How would I pause?

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What would my perception of scarcity be? And then you say that you use you walk into that setting,

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but then you just say a different number at the end. Everything else is the same.

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Hopefully you're catching this. Think about this. Continue down the path. I was in person for my

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sales, but I want you to I want you to hear and think about this. If you have an in-person sales

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process, which many of the people who listen to my stuff, home services, brick and mortar,

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this is especially for you. Basically, if you have any in-person experiences. So let's say

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somebody's walking out of your sales office, right? And they didn't close and somebody's walking

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in. This is where a lot of salespeople mess up, right? They're like, I don't want to be awkward

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or whatever. Every time someone left the sales office for the gym, especially if somebody else was

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coming in, I'd be like, oh, absolute pleasure. Can't wait to see you again, help you hit your

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goals. It's going to be pumped. Let's rock and roll. And I would say that on the way out because I

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knew the person walking in would then make the assumption that I just closed that person.

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Now, the person would look back at me sometimes like totally confused, but they're not already

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be walking the other person in and it didn't matter. But that subtlety, what else would have to be true?

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And so I'll give you a life hack, by the way. The most convincing you will ever be to someone

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is when they don't think you're talking to them or that they can hear you. So I'll give you a

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real order example. So the other day, I was on the elevator with Layla. And there was a lady who

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was on the elevator too. I hadn't seen her before in the building. She seemed like a nice lady,

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whatever. She seemed intelligent, nice, whatever. We walked out of the elevator and I took like three

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paces and I basically turned the corner so that I'm not in eyesight, but I'm clearly within ear shot.

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And so then I looked to Layla and I was like, she was super nice. She seemed great. And I said it

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that normal speaking level. And so it's very unlikely the person did not hear me.

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But how much more compelling? Think about this. Think about you're in the elevator. Two people get

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in, husband, wife. You say hello. You explain pleasantries. And then they walk out and right as they

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kind of walk around the corner, you hear the husband or the wife turn the other one and say, man,

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that guy was super cool. That guy was really nice. How different would that set? You'd be like, well,

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those people are cool. Like they liked me. That was nice. It's so much more impactful. The communication

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and persuasion that happens around someone that they believe they are not the intended

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receiver of that they believe they're being privy too. And it makes some of the strongest

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persuasion that you can sometimes engineer into a process for for for my sales. For example,

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like I'd have clients coming in and out. And I basically was like, Hey, if I'm with somebody,

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help me out. And so they would walk in and get a drink of water because they're in the middle

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workout, whatever. And if they'd see me with somebody, they'd be like, I'd sometimes be like,

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Hey, Leah, should she do this? I would just look at, you know, the prospect. And Leah would

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just turn to them and be like, do it right now. Don't even think about it. It'll change your life.

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And then she'd go to the end to go to the class. The person would just look at me and be like, fine,

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here's my credit card. It was that was it. And so it's like not just how do we get better at sales?

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It's how do we engineer the environment? So we have the mental landscape of the picture that I'm

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setting, right? But then there's all of the details around the edges, right? The reason that I'm a

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big advocate of having floor to ceiling testimonials is so that it's obvious that you're good at what

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you do. And so it becomes unreasonable for someone to question the efficacy of whatever it is that

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you sell. And so if someone were to do that, you could just like, kind of like look around the

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room with your eyes and kind of shrug and be like, I mean, I think getting results should probably

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be the least of your concerns. And you can even hear how I'd say that with tone to make someone be

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like, wow, he seems incredibly convicted on that. And you should be, right? But if you have a

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room full of testimonials, it makes it a hell of a lot easier. We have this reality that we want to

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set this frame. And then what else would have to be true in order for that frame to maintain its

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rigidity for it's to keep the strength in the conversation that this is the reality. I am the

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trainman. These are the rules. And then fixing the physical environment to also be an alignment

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with that frame in that reality. Now, of course, for me, I had to fit the frame to the reality that I

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had, which is that I had this apartment building that had two apartments with barred windows,

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but I had to give the reason behind it. And I remember what I mean, I sold into empty gyms

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multiple times when I would do launches. And so like, I would rent out a space. There would be

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literally nothing in it. Vanilla shell. All right. For those of you know, like vanilla, there's

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nothing in there. White wall is concrete. And I would set up a card table with two fold out chairs

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and I would hold a court. And we saw a hundred grand out of there for a free weight loss challenge

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with no gym. And so the gym only existed in the minds of my prospects based on what reality I set.

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And so I bring this up because right now I'll bet you this may be one of those things that

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could take your sales to a completely different level. This is an order of magnitude shift in terms

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of how good you are at closing, how good you are at selling because the best closures,

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the best salespeople, it's like they people don't feel like they're being sold. They just buy.

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And so that's what you want to engineer is you want to engineer the environment to maximize

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the likelihood of purchase so that you don't need to you don't need to overcome obstacles.

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Because would you be overcoming obstacles if you were over subscribed? Hear me out. Of course,

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I teach that stuff because I think sales 101 and sales 21, it's good to know that stuff.

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But the geez, the guys and gals who close, who sell way more, the superstars,

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they live in a different reality. They are the trainmen. They set a different rules of engagement.

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And so maybe this is you can send this to your team or maybe it's useful for you if you're

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you know entrepreneurs still selling ask yourself what else would have to be true.

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And that will change how you talk and make your environment match that reality that would

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maximize the likelihood that the prospect buys. And anything that does not match with that frame,

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you cut up. I look at sales processes and I would say that like the typical sales closed rate

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if priced appropriately, some more usually in the neighborhood of like call 30, 35% that's kind

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of like a benchmark sales is for like a phone sale for B2B service like fairly typical somewhere

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in there. I try to find ways of getting over 85% close rates. Now you're like how is that possible?

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It's possible only when the person doesn't feel like they're being sold. I had over 90%

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close rates on supplements because it wasn't a sale. This is just what you need to do.

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I had an 83% close rate on people walking in the door because I didn't feel like I was selling them.

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I was like I'm just getting you signed up. You already said you want it. Why wouldn't you sign up?

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Obviously you are overweight. We saw weight loss. What's the problem?

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If you have that frame of like well obviously you're going to sign up. Why wouldn't you?

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That's what everyone does. And so think about it like that. What else would have to be true? Would

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every other person, if every other person you spoke with that day had bought immediately that week,

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that month, every other person before you get into the conversation with the prospect.

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How differently would you speak? Great. Then talk that way because all of that is you,

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not them, but they will take your lead. You will set the frame. This is I am the trainman. These are

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the rules. With that being said, you know, forward this to your salespeople. Maybe it's you.

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If you found a valuable, let me know on the Graham or wherever it is that you share content.

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Means the world to me. I've been trying to make more of these audio first podcasts,

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kind of like between meetings and stuff. I hope you enjoy them. Otherwise, have an amazing day.

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And I'll see you in the next one. Bye.