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You've got to be able to sell over the phone that is the skill welcome to the gym secrets podcast

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where you talk about how to get more customers how to make more per customer and how to keep them

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longer and the many failures and lessons that we have learned along the way I hope you enjoy and

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subscribe. Good morning everyone happy one day hope you guys are enjoying your getting of the week

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um I study or staring at the screen uh sit like debating whether or not I was going to title this

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what I'm titling right now um we'll see if it's a good or a bad idea um but uh I'm titling this

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as of current and maybe by the time you listen to this all of chicken dot but we'll say um just because

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you've watched porn doesn't mean you can f word um and the reason I say that is uh and I was thinking

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about saying just because you've watched the UFC doesn't mean you can fight I thought a couple

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different versions but I figured this would be the most incendiary version of this headline and so

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what I wanted to bring up with some observations that we have uh seen in gym launch the one skill

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that you're going to need to get through uh the recessionary times in the remote setting um and

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something that I found out from my good friend Dr. Cashy and how how those three things all tie

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together into one beautiful content package for you all right so uh actually robbing your on here

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and so you were asking me the other day which is kind of funny that you're the first one hopped on

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you were asking me uh you know I've got this much money left in my bank account um should I

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sign up for geo rights right how do I know I'm gonna you know be successful and um the answer

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that I gave you is the answer that I kind of want to give everyone and I want to kind of drill

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down a little bit more to that which is um you've got to be able to sell over the phone

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that is the skill right and the vast majority of gym owners personal trainers etc don't have

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that skill in fact many brick and mortar business owners don't have that skill and they

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think that they can sell because they've sold in a trust and a trust-based local setting in person

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all right your skill of sales has to massively level up uh depending on because what you're doing

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is really creating more distance and less trust which means your skill has to overcome a wider

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bridge in order to close a deal right uh you know one step removed from in person would be zoom

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one step removed from that would be a phone call one step removed from that would be a webinar

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right so each of those creates more and more distance between your skill of sales has to overcome

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a larger distance um in order to close the prospect right and so the reason I titled this just

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because you've watched porn a lot of times right so like you some of us you know I mean remember or

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some of some of you may have kids who were like 13 14 15 and I'm sure that you're trying to cyber patrol

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them and do all the stuff to make sure that they don't watch things are not supposed to on the internet

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but that being said I think a lot of them do purely out of curiosity right but the reality is that

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just because someone has watched something on the internet a bunch of times does not mean they

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are good at the thing and so what I mean by that is as I'm trying to tie this to sales okay and so

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now that we have more data coming out of GLX because we can track everyone from from click all the way

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through sale all right so we can see how many leads how many schedules on me showed how many sold

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how much money at front etc and so what we've observed as I said earlier last week it was over on

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10 but it's actually closer to 25 now that we have a bigger data set of number of sales consults

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that have to be taken on the phone before people become proficient all right and this was really

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interesting to me because I was sharing this with Dr. Cash he was a good friend of mine um and he's

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you know he knows tons about the research world of like behavioral science and um and anyways

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he basically explained to me that uh most fears get conquered through exposure right so if you're

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afraid of spiders if you're afraid of foreigners if you're afraid of whatever right you need to have

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25 to 25 to 30 neutral exposures to the stimulus in order for you to no longer be afraid of it

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right and so the thing is that it was weird to me that it almost is like there's a ton of data

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that backs this so he got super excited about it but that our observation from from from the GLX

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side um is 100% backed in science that after you have 25 exposures what essentially happens is

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you're able to function at a normal rate right so most people are impaired basically through stress

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and adrenaline etc when they are exposed to a new setting and so for many of you when you're trying

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to sell or about setting you've never experienced it before and so the reason I started this with this

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headline like if you've watched a lot of porn whatever you might not know how to do x right um is

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the same thing with sales right you may go through all the sales training in the world you may have

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gone through card on you you may have gone through straight line sales you may have gone through

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our sales training right and they're all amazing sales trainings but the reality is the best sales

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training in the world is getting in the arena right is getting in the octagon and getting punch in

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the face because that is when you'll actually learn you will learn more about how to fight in your

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first 25 fights then you will off of years of training to fight right and so to the same degree

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when you're getting into phone sales right the one thing that everyone has to be able to learn how to

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do in order to be successful in the current state and potentially the projected state of the economy

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and the buying behavior that people are going to have in remote setting is you've just got to get on

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the horse right like there's no there's no there's no way around it and so the way that I've been

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trying to position this for our community is that instead of paying $5,000 for sales training

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what you're going to essentially be able to do is you're you're going to buy 25 reps right that's

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pretty much what's going to happen is you're going to get in 25 times and you're going to stumble

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your way through it and so eventually you get to this point where you're like okay I can actually

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just read this script and I don't have to be stressed when they say something back that I'm not

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prepared for right and so it's 25 at bats all right is what we're seeing and that's and I think

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that's kind of magical because if you look at um like the first 20 hours of a new skill is where you

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get the disproportionate return in your time after that is where you have you continue to have diminishing

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returns on your time now 20 hours if you think it would be like you want to learn a guitar if you

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if you dedicate 20 hours to learning it you get significantly better than you will off of any

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other hours after that not obviously there's there's marginal returns that are still important

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right there are people who are much better at sales after a thousand hours of sales or 5,000

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hours of sales etc but the first 20 hours right the first 20 calls 25 excuse me uh that we've

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seen is what is what is the is what is the the break breaking point our breakthrough point for

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people to really acquire the skill of sales and be able to replicate their closing in person

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percentages to closing over the phone and so the reason I think it's really important to go in with

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that knowledge is that I think it will lower your stress response to the new selling environment

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because you have to just confront it period there's no way around it you're going to have to sell

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over the phone in order for you to get to be able to grow during this period of time or at least

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replace what you may be losing in losses cancellations and freezes right and so I think for a lot of us

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we should always look at like okay sure some of us got a shit sandwich and that's okay right but

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what are we going to do with it right so if by the end of this you acquired a massively valuable

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skill of learning to sell over the phone because you were forced to go through and get punched in

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the face in the arena a bunch of times by the end of it you will be more proficient in this new

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way of selling which believe it or not actually gets a higher percentage of leaks to show up for

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sales appointment which is actually kind of cool because you actually get more throughput on your

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ads bet which is awesome right most nation real quick if you are a business owner that has a

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big old business and wants to get to a much bigger business going to $50 million plus we would

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love to talk to you and if you like that would like to hear more about it go to acquisition.com

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you can plan anywhere on the page and talk to one of our team and see if we can help you get there

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so anyways I bring all this up to say you're going to suck in the beginning you have to embrace

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the suck right and the thing is you're going to keep sucking and then you're going to suck a little

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bit less and then one day you'll wake up and actually be good right and people are going to ask you

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but man how did you get good at sales over the phone and you're going to be like I just started doing

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it right and so if you can position this in your mind is not like oh my god and create a traumatic

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experience for yourself by being like oh my god I went over five for my first five sales balls

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it's okay you're going to have to eat that for a second before you get good and there's nothing

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that you can do to shortcut that right it's like the person who's who's like I watched a bunch of

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squat videos I'm going to be able to to hit a barbell you know max squat the first time you step up

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it's not realistic right is not even realistic by any stretch of the imagination and so if you can

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if you can if you can really internalize that if you're the one who's taking the sales

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but more so also for if you if you eventually get to the point where you're you're outsourcing

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the sales to someone else you have to understand that especially if they haven't sold in this

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environment it's going to take some reps for them to adjust right even if they are experienced in

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sales before even if they've sold at your facility before in person it's going to take them

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25 reps 25 neutral exposures and heat and Trevor Darcy guys you kind of like explain to

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me he's like if they have negative like experiences he's like it prolongs them so

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neutral exposures where they don't have something catastrophic happened to them like or for you

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and so that's why it's really important to just like regulate your emotions when you're taking this

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and say I'm going to put my 25 in and what it does is it allows you to lower your pressure

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so that you can actually I think have more mental clarity going into the sale and potentially

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shorten it right but just knowing that resetting your expectations of like I'm going to acquire

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the skill of learning to sell over the phone and the best way to learn to acquire the skills not to

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watch more and more trainings but to just get in and do it and accept the fact that I'm going to suck

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before I get good and that is how it works right these things will help you prepare the scripts

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the recordings etc but nothing everything will panel in comparison to you getting on the phone

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and having the conviction that you have done this before and so just like that you will look at

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someone who's new and says they've struggled on their first seven calls and like dude I only

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closed one out of seven right and it was only on like a fifty dollar down like I couldn't you know

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I'm like I'm not going to be able to make through it and then you can look at them with conviction

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and be like dude just get more reps in like just get more reps in and you're going to be okay all right

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so the sales sweet spot was was 25 to 30 and that matches up with exposure training for how you can

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you know get through something an interesting tidbit was that uh doctor guys now we're talking

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about this a lot this weekend and what happens is once you learn a core skill right he said the

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remainder of your skills or what's called distraction training right if you train dog and you teach

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you how to sit right after you've taught it how to sit it's then teaching it how to sit when someone

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new comes in the door you teach them how to sit when it's loud and there's music uh you teach

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them how to sit when there's a food that just got caught and they can't they can't go get the food

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they have to keep sitting right those are all different scenarios that are being that that dog

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is being exposed to do the same thing right if you're in a basketball game right everyone wishes

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they could play like they do in practice right and so essentially all you know exposure playing

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training or or distraction training is is how can I increase the stressful stimuli around you

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and then still get you to ignore that and execute the training that you already know how to do

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right and so this functions in a lot of ways the the same way as that is this is basic distraction

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training is that we're putting you in the real world setting where you over time are able to

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execute the skill you already know you have but in a stressful environment right and I know a lot of

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you like I need to make these sales I have to make these sales and I know that like that you can come

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into that with that but I would urge you to think I have to serve this person this person really needs

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my help and in order for me to help them I have to help them make decisions and following the this

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script is the most proven way of doing that right and so having run a lot of sales teams large

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group teams the the biggest thing that can get people to lose lose sales is when they start getting

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cute they start being cute they start trying to start trying to innovate the script to start thinking

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they're gonna that's a beat the algorithm you know what I mean it's like you're not going to beat

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the algorithm you're not going to be the special snowflake right you're just gonna put the reps in

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and you're gonna read the words on the script that have already been tested and that is how you're

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going to win right and your skill over the next 25 sales is to learn how to say the words properly

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right is to learn how to say the words with the right inflection and tonality at the right times

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in response to what they are saying and lead them down this in sequence so that they come to the

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natural conclusion that they should work for you or with you and that is how you get the skill of

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sales which in my opinion is the first step of being a good coach is that you have to sell some

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of the possibility that they can accomplish what they want right and so I'll leave you with a final

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tidbit that's been a big big boost to the average closing of the whole gym large community has

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been we are essentially assuming the sale so we're not even we're we're really just like cool let's

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get you started and let's start setting up the next appointments rather than asking if they're in

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right and so simply by and it sounds small right but it's always the small the small tweaks the

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small hinges that open big doors that are getting bigger bigger paid and fools and paid and full

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right now over the phone and remote setting is $2.99 so that's what that's what we're we're

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targeting all of our gyms out is $2.99 for that front end offer and that's upfront cash flow and

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it's working pretty well so when you're doing that and the leads are as cheap as they are which they

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still are cheap right now they're not two weeks ago cheap two weeks ago cheap was stupid right now

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is is regular cheap it's it's same levels cheap you know we're talking you know $5 $10 leads not

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like 50 cent to $2 leads which is what it was 14 days ago so it's coming somewhat back to normal

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which is somewhat good because then it becomes more reliable and predictable but anyhow you can

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use that headline if you're trying to train your sales team and if you wanted to use a less

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incendiary headline you can use the fighting analogy of like hey just because you've watched

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sorry just because you've watched the UFC doesn't mean you can fight and the same degree just

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because you've watched Kobe play doesn't mean that you're going to be able to win in the NBA right

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it takes practice it takes reps and if you can if you can position in your mind that the reps

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that you're putting in and the cost of acquiring these these repetitions is the most valuable way

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is the fastest and most valuable way for you to actually learn the skill of sales not by you know

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Cardone you or like don't be wrong I think those are all great trainings I've gone through them

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like they're very good but this will still like not not even close in comparison will help you

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learn how to sell all right is actually selling so anyways hope you guys have an amazing Monday

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hope you sit your expectations properly so that you can get through this and crush I can tell you

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this I've got I got 15 testimonials for the weekend from guys that were over 75% close rate

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on their phone calls so it is possible you can do it you just got to get good at it all right

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it's going to be the one skill that's going to be able to get you through it because you're going to

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be able to down sell and keep people who are in your existing customer base and also sell new

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customers so that they can stay on with you and you can refill the pipe all right so anyways

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hope you guys are a loving life and excited about the opportunity that we all get to have

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which is still learning the skills in a new environment I'll catch you soon all right a like and

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love and heart and comment and tack and all that good stuff it's found valuable we're dope if you

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did all right lots of love bye