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If you're trying to close the deal you want to educate the person but the reality is

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that's not they're not going to listen to you until they buy and so there's no actual point in

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quote teaching but you do want to coach. 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 longer and the many failures and lessons

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we have learned along the way. I hope you enjoy and subscribe. What's going on everyone?

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I want to make a quick video for you guys about the only three things to say when closing or selling.

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And the reason this came up was recently I was on I was coaching our sales team

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just just going over game tape footage which is like hey house you know let's let's watch

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a sale for me yesterday you know what we could what was done well what was great what was bad

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what could have been proved etc and one of the the habits that some of our team gets in because

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our our sales team is really knowledgeable we call them business consultants because they really are

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I mean they really are business consultants you know what I mean and that's why sometimes it's

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harder to find good salespeople because they have to have a really high level of understanding

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if you're going to like the higher level of the business that you're going to be selling the

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higher level of expertise the person talking them must have if they have no context that's why

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like low-level transactional sales like if you're doing B2C you know supplement sales over the

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phone you really don't need to have an exquisitely you know knowledgeable rep it's more about a very

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transactional process that's going to be very highly scripted minimal variability right whereas

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if you're talking about a complex business deal right then you need to have a very good understanding

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of their business where there's potential opportunities etc right and so sometimes it can be difficult

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because you may want to switch and this is especially true when it's if you're the owner of the

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business or you're you know integrally involved in just a couple of of salespeople you may get

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into the mode of trying to teach which is one of the biggest a mistakes but be one of the biggest

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hard things to not do there's some good words as a salesperson right because if you're trying to

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close the deal you want to educate the person but the reality is that's not they're not going to listen

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to you until they buy and so there's no actual point in quote teaching but you do want to coach

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and that's something that I was talking about with my team yesterday is the difference between

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teaching and coaching and so fundamentally there's only three types of statements that you come

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out of your mouth when you're selling number one and most likely to be coming out is questions

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all right so if you don't know what types of questions like for us I prefer question-based frameworks

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for more complex sales and the reason for that is these are the types of questions that we would

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need to know the answer to in order to work with someone it's also the only way that you can get

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someone to change their beliefs about something because ultimately the person especially the more

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complex the higher level the sale the the more the person has to come to the conclusion on their

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own that they should work with you and less feel forced or suggested hopefully that makes sense

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and so we should ask leading questions that lead them to the conclusion that they should work with

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you and you can solve their problems the second type of thing is a restatement which means after

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they say something you say it back to them which means that you understand and you are listening

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all right so it's like so what I'm hearing is this is the primary issue that you've been trying to

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solve this is what you've done so far and this is why it hasn't worked is that sound about right

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so that would be an example of a restatement notice none of these things are are are are are

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declarative statements effect I'm not teaching them anything all right which is the same reason that

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people get in trouble and they do presentations to try and pitch they try and teach the thing is

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is person has to have their beliefs broken in order to take action and you're not providing value

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in a real way because the reality is they're not going to execute on anything you teach them

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they will only execute if they have their beliefs broken and believe you can help them and

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then that they can trust what you are saying this is like this was so hard for me to learn because

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in the very beginning when I started my watch I just wanted to go in and get on the phone and

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say no no your pricing is all wrong get it to you this you got to do this you got to do this and

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they were just like take lots of notes and then end up getting off the call not buying and then

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be like well uh I don't even know what this guy is I'm just gonna ignore it and so I didn't

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actually help them I thought I was helping them but I was not actually helping them and I actually

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heard this from talking more a good friend of mine um he said uh everyone gets benefits from

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breaking beliefs only 10% of people get benefits from tactics and so you actually are providing

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more value on the call by questioning their beliefs because you're actually servicing 100% of the

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people providing value compared to trying to give tactical advice that only one out of 10 people

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may or may not use and likely the people who will use it are not buying from you so either way

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you're you're not benefiting your business and you're also not benefiting theirs that was a huge

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thing that I had to break with my own beliefs and so then you might be wondering well if I'm only

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asking questions and restating things how do I close the deal great great question glad you asked

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all right and so what I like are short stories and so the reason we do this is that so we asked

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a question ask a serious question tell you why are you here what are you struggling with where

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you at right now where you're trying to go what if you tried so far how's that working for you um

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why is this important does it matter like within the bigger context of of your life and what you're

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trying to do okay great this is what I'm hearing I think this is why uh you haven't successful would

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you agree with that does that make sense fantastic joining here our program works right so at that

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point you'd enter quote the pitch right which is where you're gonna explain how the services work

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this is where most guys and gals will just blab right they'll just talk and talk and talk and talk

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and try and teach and about how they have this secret system and they and really uh I think

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Russell Brunson calls it techno babble is like you talk about your periodization you talk about your

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plan or you talk about your programs you talk about the softwares or whatever right and the

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round is they don't care and so all we have to do realistically is tell a story that illustrates

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what they're going to experience as a result all right and so um if I were trying to sell uh you know

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I'll just use gem launches simple example so if I'm like listen fundamentally until you learn

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how to market your business you're never going to be free and earlier you said that the goal when

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we asked for context is that you want to you want to be free want this business to be able to run

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on its own um is that sound about right yes okay cool well then then do you see a world in which

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you're going to be able to outsource the most important part of your business which is acquisition

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lead generation leanersheren sales do you feel like there's a world where you can just off load

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that responsibility and then somehow have a reliable business because what if that business goes

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out of business which is likely happens all the time then what right you're never actually

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going to be free until you learn this which means you have to confront this either today tomorrow

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or 10 years from now but you're going to have to do it does that sound fair to you that makes sense

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right and so here when I'm doing some trying to I'm telling I'm telling a story to break a

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belief I'm not saying let me show you how we're going to teach you how to market instead I'm saying

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we have to at least come to an agreement that you need to learn this skill does that sound fair

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yes and then the next kind of mini story and if I if they didn't understand it then it would be like

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well this is the difference between giving a fish and teaching a man to fish right now you need to

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learn how to fish for yourself right in order for this business to be sustainable for you right

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right and so these are little analogies that you've already pre-packaged if I was selling

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weight loss I would say something like all right well fundamentally you know fitness nutrition

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accountability you need these three things fitness wise you're going to have to come and work out

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here we agree that you need to work out right right why haven't you been working out so far I don't

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know how fair enough is it also because you're not motivated to do it yes what if you actually what

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eat what something that you like doing why I like doing I like watching TV cool what if what if

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working out with something that you could look forward to as much as or more than watching TV

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if you liked working out more than watching television which one would you think you would do

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why I'd probably work out right so our goal is not to get you to work out but learn to like

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working out more than watching television and if we can accomplish that then we're going to solve

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this problem for good does that make sense yes notice I told them they're going to have to work out

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I did not talk about the exercise selection we're going to do the programming how we're going to ramp

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up their volume they're underlating periodization the fancy exercise like none of that stuff we talked

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about because it doesn't matter we have to just come to an agreement that this is what we're going

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to be doing to solve the problem does that make sense yes fantastically move forward right

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

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

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

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

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

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10 seconds or one type of the thumb it means the absolute will to me and more importantly it may

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change the world or someone else and so you'll have these prepackaged ideas and other examples if I

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if I had somebody who wasn't I'm giving these examples to hopefully drive the point home if someone

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said you know you're going to have to change the way you eat for example then I say okay what

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you've probably tried stuff in the past right I'm not going to talk to the fucking meal plan right

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doesn't matter right it does matter but not in this conversation it does not matter fundamentally

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you're going to change the way you eat because what you got like why you are here is because of

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something you are currently doing does that sound fair right okay cool so again with this example

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I'd be like well do you like cake do you like cookies yes okay so then the key do you think you

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could not let eat cookies for this your life do you think you can not eat cake or not eat ice

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for the rest your life do you think that's reasonable no I don't think that's reasonable cool so

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then we have to figure out a way for you to eat the things that you enjoy and still lose weight

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and do it in a way so that you look forward to it because if the end of the day if you like the food

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more than you're currently eating you will stick with it does that sound fair yes because do you

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think that you can sustainably give yourself willpower for the rest of your life no okay well then

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can we agree that all we have to do is to simply figure out the foods that you will like and that's

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an iterative process for us and we'll walk through it but the end goal is that you will like this

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more than your currently eating and as a result of that we'll stick with it which means that over

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the long haul you'll get to where you want to go does that sound fair yes notice again this is

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an explanation this is a this is a mini story this is an analogy that we'll use and you should have

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multiple of these so you can drive the point home if you feel like the prospect does not understand

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what you are saying right and so this is where we are we are coaching based on beliefs we are not

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explaining or tacticalizing or techno babbling about our program because fundamentally it does

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not matter they don't care nor will they listen they're not even paying whenever you have a

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monotone you can see it in gone recordings if you don't if you don't record this you can see talk

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time you can see where engagement goes down and in invariably it's when a salesman gets to this

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part of the pitch and then they talk for five minutes straight no one cares I'm sure like I'm

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sure that when you've been if you've ever been sold something you feel like the person isn't listening

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to you right and so what I can say is the best way to sell is to have the person feel like you

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understand them and the best way for someone to feel understood is for you to actually give a

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shit if you actually give a shit you will know what questions to ask in what order because those

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are the questions that you would actually ask the reasons scripts were even invented is to mimic or

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structure a conversation between somebody who cares and someone that they can help that is what a

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sale is is we're we're breaking their beliefs we're coaching them to the conclusion that they

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have not been able to make up with this point which is that they need to work with us in order to

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solve their problem and we should be okay with the fact that I would like to provide value to

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this person so that I can break their beliefs around this whether they work with me or not this

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is still the type of solution that they're going to need and if you can approach it like that you

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stop having your ego tied up in your closing percentages and your numbers and instead you start

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helping people on the phone and by extension you will sell more deals all right and it's not by

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proving your expertise and and ego ego babbling about how smart you are right instead it's asking

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them questions making sure they understand that you're that you're tracking what they're saying

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asking more leading questions restating what they said and then when they ask you about how they

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could potentially work for you then and only then you give them the stories to explain how it works

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that's the deal and one of the big rules that I was hitting on with our sales team yesterday is

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you do not pitch the program until you believe the person will say yes lawyers do not ask questions

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they do not already already know the answers to no guy most guys don't propose to someone without

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already know the person's going to say yes the the take rate on proposals is very high right let's

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be right most you know girls say yes to a proposal most right I'm not saying all but most do

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and sales should be the same way if you feel like you don't think you're going to close this person

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do not pitch them continue to stay in this circle where you are asking questions and reinstating

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and clarify until you can eventually find that that piece that thread that was unexposed that you

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need to pull to then get them to say that aha that's the issue right and so from this the three

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things that you should be using when you're closing is you should be asking questions should be

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restating what they said and then once you've exhausted these pieces where it becomes obvious that

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they need to move on the sale only at that point they'll say well how do I how do I work with you

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how does the program work they should be asking you or you can at the very least say would you like

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to know how the program works I think it might be a good fit for you at that point they can give you

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permission to say yes now if someone says yeah hey hey tell me how the program works that's like

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no I don't think we're ready for that right now I need to understand more about your business otherwise

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it's not going to it's not going to make any sense I don't have enough context right and again when

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you do that you can retake the frame in the conversation if someone's commanding you around you're

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not going to close the deal right and so a lot of times usually within the first five to ten minutes

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you can tell whether you're not going to close the deal most people most experienced sales people know

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by how the first five to ten minutes go whether this person is really even five minutes

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you can tell whether you're going to be able to close this person or not and if you don't feel like

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you're going to be able to close this person it means you need a state shift you need to shift the

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frame and the only way to do that is to ask questions that are challenging one of the things

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I have my team say is closures ask hard questions right is ask questions that are going to challenge

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their current paradigm if they're in a current paradigm that they're getting on the phone because

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they want to prove to themselves that nothing's going to work for them then you need to say it sounds

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it sounds like you're out of luck sounds like your business is kind of there's no way for you to

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succeed does that sound about right and then they're going to sell you on why you're wrong but by

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selling you and why they're wrong they're taking a contrary stance which then proves to you that

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there is a way rather than saying no I think you can be successful and they're like no I can't be

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successful right and so understanding that before you get into your pitch the person must already

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be sold and working with you is one of the biggest things I can give you right now so if your

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script has too many paragraphs and too much explanation and all of that stuff then it's off

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it just needs to be questions and restating for clarification that you are hearing what they're

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saying and asking the next natural question that will lead logically to them working with you

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and asking the question at the end which is well how do I do this that sounds amazing that's

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exactly what I want like how do I move forward to details etc and then at that point you say cool

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this is how it works ready rock and roll all right very enough hope that makes sense keeping

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awesome lots of love and I'll see you guys some clips like that