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For my sales fiends in the audience, it's been a long time since I've made anything on sales.

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And so today, I want to talk about nine things that brilliant sales people do differently

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than everyone else. And there are things that you can immediately implement if you're a salesperson

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or into your sales team if you're a business owner. And so if you boil it down, a salesperson

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has three jobs to do. They have to maximize the number of opportunities they have. They have to

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convert the highest percentage of those opportunities. And, and this is the important part,

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they have to do it consistently for a very long period of time. And so the nine things they do

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differently will fall elegantly into each of these three buckets. Let's start with the first one

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which is maximizing leads or maximizing the number of opportunities that a salesman has.

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So right off the top, I've never seen a salesperson who does the most in a company

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have the lowest amount of hours worked. I've yet to have it. You know what? Maybe there's a special

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snowflake out there, but every company that I've owned and every company that I've looked at,

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the guy who works the most hours is the one who sells the most deals. And so maximizing opportunities

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comes in a number of different forms. So number one is that they have the total most hours available

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per day because you should be available when the prospect is available. And that means sometimes

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working long hours, it's sometimes being working weekends. And yes, businesses also pay rents

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on Sundays and so you can make sales on Sundays. So my software company Allen scheduled 4000 plus

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appointments per day across a number of different industries. And so we got to see all the way from

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click to close which companies were selling the most people. And we looked at all the different data.

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So times of day, number of days per week, you know, speed between text responses,

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number of characters and text response, all of these decent variables because I had two data

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analysts that looked at this to figure out how could he maximize throughput for any business.

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And obviously sales a big component of that. And the single greatest lever on throughput across

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all companies was the number of total available time slots, which means availability was the strongest

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predictor of total sales. And let me give you a tactical example of this. When Layla and I were

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traveling the other day, we went to a different city and she wanted to get her nails done or something.

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And so she just pulled up Yelp and looked at the one that had the top reviews, called them up and

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said, Oh, I'm sorry, we don't do same day appointments. And they're like, we can book you in for two

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days from now. And she was like, Yep, don't care. Called the next one. Same thing. Called the third one.

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And then they were like, Yeah, we can take you right now. And boom, she went in. And the thing is,

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is that both of those other business owners, the first two business owners that said, No,

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lost money. And the next time she comes to that place, she'll probably go back to the one that she

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went to as long as they did a good job. And so trying to be egotistical about it, rather than

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accommodate customers, it's like, Well, we're so great. You just lose money. Now, if we maximize the

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total number of time that's available for the salesperson to sell, then the next part of maximizing

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the opportunities is getting as much of their days, seemingly possible, filled with the best

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opportunities. And so the second subunit of this is they will pull up calls. And so the first

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thing is if you see a call that gets booked or you book a call that's on Thursday and today's

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Monday, if you have a time slot that's open, you grab your Thursday appointment, you drag it into

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today because today appointments always have higher shop rates. And if you pull it up, then they're

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even more interested. And you can close even higher and you can have two or three calls by that same

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Thursday times you increase your sales velocity. Now, our core layer to that is if you look at your

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calendar and you've reached out to a prospect and that person has not responded back. And now it's

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the same day and they're coming up in a few hours. Well, what do you do? Well, the best salespeople

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pull that time slot and say, Hey, sorry, I didn't see that you confirmed. Why don't we do the same

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thing for tomorrow? You can push it out one and then try and fill that time slot with somebody who

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is responsive even if they're later in the week. And that increases your total number of calls per day.

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And so fundamentally, the perfect day for a salesperson is that they have call back to back to back

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to back to back to back with the best possibilities that are the hottest that day. If I learned that little

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tactic about pulling up because we had one of our companies was in solar sales and they had one

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rep that massively outperformed everyone else. And I was like, what is this guy doing? And so what

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he was doing was he would, whenever a new appointment would book, he would immediately call the

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appointment to qualify the lead because that checks two boxes. One is he says, okay, is this person

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qualified to buy? If the person was, he had two decision paths. If they had the time right then,

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he would just go straight into closing because he was in off the call, SAP. And then by getting in

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contact with the lead became on the call in terms of his SAP. And if they said they had time right

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now, he just went for the sale that maximizes his time on call. If they said no, then the reason for

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his call was that he had an opening leader that day that he was trying to fill up. And so he either

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takes the moment now that he's working the lead and turns it into a sales call or he fills another

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slot later in the day and turns that into a sales call. Both of those things maximized the number

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of sales that guy was having. And this guy was selling like four times more units than the second

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best guy on the team. And then they obviously saw this and then adopted it company wide. And then,

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of course, I saw it and adopted it across all my entire portfolio. And let me double down a

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why that's so powerful because not only does the salesman have two opportunities to sell now or

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later that day, he also opens up the slot later in the week for availability for another customer that

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can't make it today to book that time then because what I have found and we saw this with the

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software was if you have fewer time slots, people may still book with you, but they are not booking

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at the most convenient time for them. You'll see schedule rates, but then show rates will drop

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because it's not the time that works for them ideally. And so you want to make it the most

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accommodating. So it's not just art. Is it convenient or inconvenient? It's how convenient is it?

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If I have a tight deadline and a hard stop and I've got something that I'm stressed about afterwards,

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I might be able to schedule a call then, but I might not be in the mood to buy. But if I say,

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you know what, Sunday afternoon, I'm free. I'll have all the time in my world. I'm going to have zero

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urgency to get off the call. I'll listen to you and I'll be in a completely different zone.

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And that might be when I'm in receiving hands in terms of prospect, rain mode for buying.

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And so one of the things that the best salespeople have in this is something that companies should provide,

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but often don't, is that you have two SOPs, meaning standard operating procedures. You have an

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on-the-call SOP, which is what you say when you're talking to prospects, and they even off the call

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SOP, which is what you do in between. The vast majority of companies don't have an off-the-call SOP,

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and they're losing tons and tons of money because they just say, yeah, just work the leads in the

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meantime. When the total amount of output that a salesman has is so correlated with the amount of

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opportunities they have, and they get those opportunities by the time they have when they're not on the

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call. And so they should have two separate checklists if they don't have them in front of them.

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And this is what the best salespeople do, is this is what I'm doing what I'm on, and this is what I'm

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doing what I'm off. And you can just switch hats as soon as you're off, and you start at the top,

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and you're like, I'm falling with this person, I'm falling with this person, I'm dragging this person

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forward, I'm canceling this appointment, and they have high activity. One of the things that we

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do across all companies, and I learned this acronym from my friend, Charon, BAMFAM, which is book

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a meeting from a meeting, which is that the best salespeople never finish a call with a prospect,

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not knowing when the next time they're going to talk to the prospect. So that prospect should never

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fall into No Man's Land, they should never fall between the cracks where they're like, I don't know.

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And so if you get to the end of the call, and they're like, yeah, let's connect offline, and we'll

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circle back up, and we'll find another time. No, you have to address it at that time, because if for

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whatever reason, a time obstacle is still an obstacle, and you can resolve it right then, you both

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have your calendars up, you can both make the decision. If someone's like, well, I'm not sure,

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then you actually address the concern, isn't this a problem for you? How much are you losing

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every day, not implementing the solution in your business? How much of a problem is this in your

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life, and why isn't it this something that we'd be doing sooner? And so you want to address those

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things, because these are obstacles. And so if you just get off the call jollily, then you actually

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lose more sales. So you always book a meeting from the meeting. Here's three more things that the

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best salespeople will do. Number one is that they don't take rejection personally, because they're

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going to reach out in more volume than the mediocre salespeople. And so you can see on a CRM,

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how many outreach attempts, and how many follow-up attempts that a salesperson is having between calls,

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and it correlates with the number of calls that they take. And so they work their leads harder.

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And that's because if someone before they've scheduled a call, you know, says something mean,

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they're not like, oh my gosh, I can't believe this. Or if someone no shows, they're not like, well,

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I'm not going to work the rest of my leads. No one really cares about me. Like, what was me? It's

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no, they know it's a numbers game, and they just keep plowing. Something that I've noticed,

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the best salespeople do is they have something called a kill list. And so those are those prospects

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that you're like, this is a whale, or this is a really good prospect. And they sure they have

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in the CRM, sure they have them in the place that they're supposed to have them. But they also have

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it somewhere else that's visible so they can always think about it. And like, that's like in every

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day list. It's like, I got to get back to these two guys. I got to make sure that these ones,

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I'm going to put extra attention to because they're high value deals. Now, the last element of what

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the best salespeople do for increasing their number of leads is that they create their own

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opportunities. So sure, they're going to get the inbound leads from marketing. They're going to

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get the people, you know, the leads that are handed to them. But the best salespeople know the value

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of referrals. And so the way they do that is at the end of the call, or at the time that it makes

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sense, they say, do you know anybody else? Or my favorite way of asking is, who do you know,

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because the force of the prospect to answer the question with a not yes no, but with a name?

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You say, who do you know who is as awesome as you? Now, it's a compliment. Who would also benefit

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from this? So now I'm giving them a compliment by by by asking them for the referrals. I kind of

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like have like a nice guy sandwich there. So like, you're amazing. Who else do you know who's like

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you? Who would love to do this with you or with us? Who could benefit from XYZ? Right? Now,

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sometimes if they say no one, then sometimes like, this is where rapport is important. But you could

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say something like, why do you hate me so much? And they're like, what do you mean? It's like,

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why is only can assume that you hate us because you don't want anybody else to know about this

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amazing thing? And you probably hate your friends because you want them to suffer as well. Right? And

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if it's because you don't believe me, then let's talk about that. But otherwise, like, why are we not

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getting your friends in here? Because I can promise you, you'll be far more successful if you have

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more people you know who are in it. So as any good salesperson would do, ask for referrals. So

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you're amazing. And if you have other amazing friends who you don't hate because if you hated

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them, you shouldn't send this to them. But if you love your friends or you love your co-workers and

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you want them to make more money, my ask is that you please send this via text to anybody who's

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in your organization, who sells or who manages salespeople or other business owners who have sales

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teams if you found this valuable and you don't hate them. When I had a team, a different portfolio

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company, we had one guy who was outperforming everyone else by a huge margin. This one wasn't as

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big as the pull up thing. That was massive. This was about 50% higher than the number two guy.

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And we were like, what is this guy doing? He was brand new. And that was what was interesting. It's

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like brand new going to the top leaderboards. Not very common because that means that they're doing

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a different process. And so he was following the script and we listened to the calls, we're like,

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this is the same call. And so when we called him up, we said, what are you doing differently? And the

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thing is he was multiplying his leads. And so what he did was at the end of the calls, he was just

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asking who they knew who would also benefit from this thing. And I think they were they were selling

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some sort of tickets of some sort. And so he was saying, who else wants to come with you? Who

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else would you like to bring? And it's just a simple little thing that he was doing. But by doing

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that, he was increasing his sales by 50%. Because the referrals, even though only one out of three or

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one out of four people would refer, the referral close rates like 80 or 90%. And so if you think, okay,

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I take, you know, four calls and I close one. And I ask for referrals and all four. And only one

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of them gives me referral. But then that referral then closes. Then I take my one sale out of four

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and turn it to two out of five. If you're a business owner, thinking about how valuable just

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implementing that is consistently is that your cost to require customer, you just you cut in half

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by taking one customer and getting a referral from that customer. And if one out of three customers

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refers someone, then you cut your cost to a car customer by a third. And this type of stuff is

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advertising becomes more expensive because it always will become more expensive that the businesses

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that do this, the salesman that do this will be the ones that win in the future. So now we have a

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salesman who has the maximum number of hours, the maximum number of days. They're pulling up

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appointments so that their time on call closing with the best people is maximized. They're following

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up before they're following up after they're doing personalized reach outs and saying like, hey,

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voice memo, hey, video, hey, I've got this thing for you that I've got set up for the call.

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What size shirt do you want? I've set aside a thing here. There's one things we did at the gym.

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Hey, what color shirt do you want? Hey, what boxing gloves? Hey, what you do a tiny little thing?

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Hey, I've got three gift cards here. I go one for Amazon, one for Starbucks, and one for whatever.

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Which one do you prefer? Right? You ask a preference question prior to the call and more people show.

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Because the thing is, is you're like, well, shoot. This guy's doing this thing. The least I can do is

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show up. And so they're maximizing the number of schedule appointments. They're maximizing the number

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of shows. They're maximizing the number of opportunities. They're getting from those opportunities.

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And now we get to the call. So now we got to close.

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Understand the value of preparation. You would be amazed at how much of a genius you sound

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like if you just do five minutes of research before a call. And so my rule of thumb for research

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is that if it's something that you do all the time, it's about 10% of the time that you're going to

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be on a call or meeting that you can do in prep. So if you have a two hour call, then you've got

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12 minutes of prep. If you've got a 60 minute call, then you do six minutes of prep. Now this is

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something that if you do it all the time. If this is like, I'm doing a quarterly meeting,

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then it reverses. It's like six hours of prep for one hour of presentation. If it's something

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that you don't do often. And so salespeople do the same call over and over again. But the thing

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that's different, the tiny bit of difference is the prospect they're speaking with. And so like,

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this applies to everything. Like if you're picking a girl up at her house, if you do five seconds

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of research in the car before you go in and you look at what her dad does and look at the company

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of the of the father and say, hey, so Mr. So really nice to meet you. So I see you work at,

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you know, whatever engineering like, do you like that stuff? I see that they just had a

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oppressor is coming out. Do you have any involvement in that? This guy would immediately see you

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no matter how you're dressed, what you look like as it's a it's a check. They're like, whoa,

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like I will respect this person because he did me the honor of actually taking some time to look

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me up and figure out more about my business. He didn't show up like everybody else does not

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knowing which way is Sunday trying to figure things out as they go. I'm telling you the best sales

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people take those five minutes. They do that tiny bit of research and the amount of rapport

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that you build in that first one minute from having those secrets. The person is then like,

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oh, wow, they know about me. Think about what it takes to close him with no like and trust. Well,

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all of a sudden, you feel known because they did it. You like people who know more about you and

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what else do you do? You trust people who know more about you because you approximate friendship,

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you approximate a relationship and you do and you get to do a ton of that at the first second of

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the call rather than taking the five first minutes of the call to show that you don't know what you're

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doing. Right as I started selling gym owners rather than weight loss when I was selling my turnaround

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business, I started getting leads but I didn't have any like methodology. So like I had a webinar,

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I didn't work and so I just started finding people on Google using their emails and so I'd find

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their social profiles and I'd let it have to piece together like a profile of who this person was

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because the only thing I was collecting was an email for this webinar and so I'd find like three

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or four social profiles and then I would connect with them and I would do some research so that I

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could make my reach out and not look sketchy as hell. And so when I would do my reach out that I

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would have all this data that I put as almost like a little profile together about them and so when

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I hopped on the phone, they were like, whoa, like you know a lot about my gym and I was like, well,

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yeah, and I saw that because I look at the images and be like, so I saw your square footage layout.

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I think if you move this here, this might actually be able to allow you to double the amount of

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usable square footage that you have for the sessions and that would help me sell more people

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into your gym. So I don't know if you're open to something like that. But now I'm coming in with like,

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I see the problem. I also have the solution because I thought about it before we got on the phone

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because I don't want to waste your time trying to figure things out. Now I want to figure them out

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beforehand, come with you with solutions. And this is when I start now, so I didn't have a reputation

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yet. So I had to build the reputation by showing up and providing more value than other people were

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ahead of time. And this is where like if you're new and you're coming into a space, you win through

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prep. Like the big guys have the reputation. The small guys went through preparation.

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The best salespeople take notes. This is one of those things that is just like prep,

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but it preps you for the next call. And so you do your public preparation with what you can find

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and observe. You do your second call preparation with what you find out on the phone. And I'm telling you,

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if you hop on the phone and say, oh, yeah, so you've got your daughter Sarah and Jessica and they're

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at Colorado and they're finishing up. And you've got X, Y, and Z happening in the business. Is that

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correct? Okay, cool. Just making tricks. Just read over some of the past notes. I forgot

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on the call. They're like, oh, wow, I don't have to resay my whole life story again. This guy, now

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when this guy makes recommendations, I assume he does it within the context of my business.

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Because one of the big things when you are selling something is that people want to make sure that

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not only that it works, but it's going to work for them. And so you can address that concern

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before it ever comes up by proving that your recommendations are contextual. This is also what

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switches you from being a salesman to consultant. This is what switches you from somebody who's just

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trying to close to somebody who's trying to help. The most brilliant salespeople listen more than they

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talk. And this is one that people get wrong all the time. Is that they see super talkative people.

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I mean, moms in high school like you should get into sales because you don't shut up.

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No, that's not always the case. That's what bad salespeople look like. And unfortunately,

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the thing is is the best salespeople don't come off as salespeople. They just close.

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And so people don't feel sold. They feel like they bought. And so everybody buys stuff every day

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all the time. And they're buying from companies that have salespeople and they don't know it.

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So when you go to a restaurant and they ask you if you want dessert, that's a sale. They get

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commissions on those things. And if they do it in a weird way, you're like, I don't want to be sold.

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If they do it in a great way, you're like, I'm so glad that person made that recommendation.

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And so you never felt like you got sold. You felt like you bought. And so the problem is that the

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reputation of salespeople is terrible because you only remember the bad ones. We actually did this

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big study because we have a huge amount of sales calls that we can look at across the whole portfolio.

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And when you software that analyzes the calls of AI and all that stuff, we can see what's talk time

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versus listen time. And the best salespeople listen twice as much as they talk. And so the little

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isms that I have for this is that the person who's answering the questions is the one getting

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interrogated. You don't want to be the one getting interrogated. And whenever you answer questions,

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you give the other person something to attack. And so you want them to be answering so that you

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have things that you can pick apart and move around. If you're the one answering questions,

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then you're the one who's getting picked apart and has things that they can disagree with.

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I want to be like smoke, right? They can't catch anything that I say. And so if someone says,

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you know, hey, well, tell me what makes you better than your competition. I'd be like, well,

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what things you're looking for? Right back to them, right? It's like it's like,

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it's like, it's like, right back to you. Well, I would want this, this, and this, and this.

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I'm like, why are those things important to you? Right back to you, right? Like I can do this

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all day, right? Like I cannot answer because the thing is is that they believe nothing that you

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say, they believe everything that they say. And so I need them to say that it's a good idea not me.

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When I started selling weight loss, I realized really quickly that I had an agenda of what I wanted

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to tell people they needed to do. And I realized that I didn't have time in 15 minutes to re-educate

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someone their last 10 years of life of all the experiences good and bad that they had prior to me.

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What I needed to do in that moment was get them to buy. And then I could spend the rest of my time

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trying to do the real education stuff. And so I wanted to simply align with where they were coming

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from to get them to make the sale. And so that was why I started asking, what have you done before,

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what did you like, what did you not like, rather than picking apart the things they did. And then

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then be like, I actually really like that about that other thing. Lost the sale. Only takes a few

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times of doing that to be like, I'm going to shut the fuck up and just let them tell me what they

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liked. And then I'll say we're like that and not like that. And so the whole concept here is you

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want to educate the prospect so that they can come to their own conclusion. And so the only gaps

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that you're filling is hard information. And I only give that information after I already

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notes the right answer. And so just like lawyers don't ask questions when they're on the stand that

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they don't already know the answers to, she never asked for the sale unless you already know they're

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going to buy. And so there are times and this is where pattern recognition is helpful for sales

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people. This is what the brilliant sales people do is that if they're like, I don't think he's ready

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there. I don't think he's ready yet. And it's like, you don't go for the kill. You just ask more

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questions. Like, I feel some hesitation. Like, what are your main concerns right now? Like, I'm

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feeling some hesitation around price. Talk to me about that. There's two ways, by the way, if you're

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weirded out about asking questions is that you can both give commands or ask questions. And so you

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can change the cadence up in the script by saying, so instead of saying, for example, hey, how's it

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going? It's an easy first thing a lot of people say on the first thing they call. But if I say,

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tell me about your day, it's a very different thing because it people have automatic responses

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to questions they hear all the time. And so if you want to break a pattern with somebody and then

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get them more present, you say, tell me about your day. And then like, oh, I mean, it was good.

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I had a couple of calls before this. And you're like, oh, that's fantastic. Was that related to

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this thing? Because I looked up on the line, totally different perspective on that salesperson

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the first 30 seconds, right? So they listen more than they talk. They are like smoke. You only

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answer questions with questions unless you already know that the statement that you're going to say

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is in alignment with what you know the person wants. And so if they're like, tell me why you're

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different, then I'd be like, well, what have you done in the past? Because then it'll give me more

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context so I can help explain it. Now they're going to say all these things. I'd be like, what did you

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like about that? What did you not like about that? And so when I get to the point where I actually

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have to say what are things about, I'm going to highlight all the things they liked about the

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other stuff. And I'm going to not highlight the things they didn't like about the other stuff.

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And all of a sudden they'd be like, this is perfect. I'd be like, what do you know? I just asked

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you the question of the things you wanted. And as long as they are the things that we can actually

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provide, I highlighted those features about our thing because I already knew which piano keys to play

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because you told me. They breathe the script. And so the reason I use that is because

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that is the best description I can give is that they can, they can say it without thinking,

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just like you breathe without thinking, they can say the script without thinking. Because you can't

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listen to a prospect if you're waiting to talk because you're trying to remember what you're

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going to say next. You need to know all of the script like the Bible or like something that you've

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memorized in the past so that you can be 100% present with the prospect and listening. And so my

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favorite ism around this is again. And the first time I learned this was I saw an exceptional sales

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trainer training a rep. And he was just drilling them on the opening 30 seconds of the script.

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And so they did the script and I heard and I was watching him listen to them while giving them

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visual cues. And so this is this was a huge advancement in terms of my understanding of selling

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happened. Because before this, I knew how to sell but I couldn't transfer the skill. But this guy

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was sitting there and he was like, yep, yep, yep, pause harder on this word. Do it again.

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Nice. Do it again. Nice. One more time. Nice. Keep going. And so he would get them to drill it three

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times in a row the right way after making the correction. And then he would keep going in the

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script. And so the point was is that if you're a salesperson, you need to be able to do it again

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and again and again. Because the word concision matters a lot. You don't want to be one of these

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salespeople that takes 100 words to say something you could say in five. It'll also make your sales

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way longer. So again, the best salesperson can take more calls because they shorten the call

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required. A mediocre salesperson will do the script in the beginning and it'll close. And they

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will have coughed right before they ask for the close. And then the person closes. And so they get

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reinforcement for coughing. And so the next sales call they take, they add a cough in. And whether

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that person closes or not, they're like, well, it worked on that other one. And so all of a sudden,

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they add coughing in right before they close. Now the next time on the time that they close,

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let's say on their fourth call after this, they also added a second question in before the close.

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So they add the second question in. And then you see where this happens is that they cough and

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add a second question to every single call that they do. And by doing this over time, the length

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of the script and the length of the things that salespeople do continues to expand because they get

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positive reinforcement. But the reality is that that person might have just been willing to buy

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no matter what. And so the script gets longer and longer even though it might not have nothing to do

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with what was required to close. And so you want to be as concise as seemingly possible. This is

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what the best salespeople do in order to close the most sales per day per unit of time because

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the less time you're on the phone after you make the sale, the more time you have to fill your

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calendar back up and close more deals. And so the three tactics, this is the sales managers,

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is that you rehearse the script every morning. They do role plays, meaning let's pretend like

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our prospect, like you got up, you got to get over whatever your weirdness is with role playing.

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Like I don't know what it is, but so many managers like don't want to role play, like get over

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yourself. You have to role play in order for them to get good. And when you do the role playing,

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you work on one specific part of the script because if you're doing every morning, you're going to

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be able to work things pretty quickly. But you're like, today, we're just going to focus on the intro.

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Today, we're just going to focus on the clothes. Today, I just want you to focus on how we're

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overcoming spouse overcomes. I want you to overcome. I have to think about it issues. I want you to

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give me two or three bangs in a row to overcome that obstacle because you seem to be struggling with

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it. And you just keep hitting it again and again and again so that when it comes up, they just

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breathe it out rather than thinking about it. Also, because no one can improve multiple things at

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the same time. So when you say, hey, there's nine things you did wrong. One, it's incredibly

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discouraging. Second, they can't improve any of them. And so if you look at any good skills coach,

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whether it's a basketball coach or it's a painting coach or a sales coach, they work. They might

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see you have a hundred things wrong with your game. They're just going to focus on one at a time

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until they clean them all up and then all of a sudden you become an exceptional salesperson.

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So I said I had nine, but I have way more than nine. So enjoy. So here's number 10.

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They kill zombies up front. Now, that's the term that we use internally. You can say,

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diffuse the bomb, which is one that I did earlier in my career is what I used to say, but I'm

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middle eastern. So, you know, we had to change that. The formal definition that I use is you've got

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obstacles and you've got objections and obstacle occurs before you've mentioned the price.

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And so if someone says, for example, you know, I have a special snowflake thyroid issue,

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right? And you're trying to say like you need to do this thing to lose weight. You know that that's

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going to blow up on you in the sale. See, we're doing bomb references. So you have to address it

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in a front and it's much easier to address things before you ask for money than after. If you do it

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after, it's called an objection. All right. So I say obstacles are up front. You want to avoid them,

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you want to move around them, right? I mean, you have to crush the room realistically. But you get

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through those and then objections, you have to handle. But now that the time is ticking on the bomb,

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like now you have a short period of time before it blows up on you, right? Or the zombies about to bite

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you, whatever analogy you want, spouse, for example, or decision maker, or I'm not going to have

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time to do this thing. Or there's elements of this, you know, program or implementation that

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aren't a fit for me. You want to address all that stuff up front so that you've handled everything

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before the stakes get lifted when you mention price and then you go for the close. And the obstacles

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and objections that you handle are always the same. And so they're going to bubble up to three main

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things. One is going to be circumstances. So circumstances are going to be time. It's going to be

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money. It's going to be things about this specific program or implementation. Those are all

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circumstances. Those are outside. The next is going to be other people that's going to be my wife,

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my employees, my kid, my sump, my business partner, somebody else has decision making authority.

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And the third is going to be myself, somebody who themselves doubts that they can do it or that

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they will be successful or that it's the way they want it to be done. The good news is that most

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of the time when you're diffusing these bombs, they start with the outside because time, money,

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fit is what I like to call it are things that are really easy to cast blame to. And it's almost

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a response, right? It's like they don't have to think about it. I don't have time. I don't have

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the money. I don't have the card I want. Like I don't have the, you know, whatever. If they talk

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about an authority figure, then it means that like I would do it, but this person's in the way.

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And so now you're one step closer to the decision maker. Once you handle that, if you have somebody

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who says, I need to think about it, that's actually great because I mean, you're already two layers

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of the onion deeper to just like you're talking to somebody who's in power who can make the decision.

371
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Right. Now you just have to help help them make the decision. And so you should know all of the key

372
00:28:37.440 --> 00:28:42.240
fundamentals of how to overcome these. Now, you can memorize each of them, which I highly recommend.

373
00:28:42.240 --> 00:28:46.480
But I think it's also good to understand the fundamentals. And so this is what the best salespeople

374
00:28:46.480 --> 00:28:56.400
do is that they have key stories or metaphors to break the belief that the person has around that

375
00:28:56.400 --> 00:29:02.800
obstacle. So for example, if someone says, Hey, I can't decide today because you know, my husband and I

376
00:29:02.800 --> 00:29:08.000
make all our decisions together. Right. Now this depends on the nature of your sale. If you're in a

377
00:29:08.000 --> 00:29:12.000
transactional sale, and I would say like a consumer based sale that's under a thousand bucks, maybe

378
00:29:12.000 --> 00:29:17.840
two thousand bucks, usually you have to do that right there. If you have like a B to B sale,

379
00:29:17.840 --> 00:29:22.400
that's going to be a multi, you know, multi call sale, then you might have to bring in stakeholders.

380
00:29:22.400 --> 00:29:26.080
And so this is one of the nuances that depends on the thing you're selling in the price point.

381
00:29:26.080 --> 00:29:30.960
But the way that the best salespeople do this is that you play out something in the past and you

382
00:29:30.960 --> 00:29:36.000
played out in the future. Okay. So with the decision maker, you'd say, Hey, so let me tell you about

383
00:29:36.000 --> 00:29:41.840
this girl Susan shoes just like you. And she actually had the same issue come up, which she was like,

384
00:29:41.840 --> 00:29:45.760
I don't do anything without the consent of my husband. And you know, what happened? If you walked

385
00:29:45.760 --> 00:29:50.320
out, her husband said, I don't want you to spend the money. I actually saw her a few years later.

386
00:29:50.880 --> 00:29:54.240
And when I talked to her, I said, Hey, so how's how's things going with the, you know, the fitness

387
00:29:54.240 --> 00:29:59.680
stuff? She was like, Oh, they're they're not. And I was like, Oh, why? She was like, Well, my husband

388
00:29:59.680 --> 00:30:04.320
never lets me do anything. And I was like, Oh, geez. That's got to be kind of rough. And she was

389
00:30:04.320 --> 00:30:10.160
like, Yeah, it sucks. And so the thing is, is that if you play it out into the future, like,

390
00:30:10.240 --> 00:30:13.520
you're going to end up presenting that person because they're not letting you do what you want.

391
00:30:13.520 --> 00:30:17.360
And so I think what you're asking for is permission when you really need support. That's how you

392
00:30:17.360 --> 00:30:22.480
how you like you go from past to future, right? And so then you can play it out with this person.

393
00:30:22.480 --> 00:30:25.840
So so let's play it out five years. So over the last five years, you've gained five pounds of

394
00:30:25.840 --> 00:30:29.360
years. So you're 25 pounds heavier. So five years from now, if you're 25 pounds heavier than you are

395
00:30:29.360 --> 00:30:33.200
right now, they're like, Oh my God, if I'm 25 pounds heavier than anyone, I don't know, but that's

396
00:30:33.360 --> 00:30:40.320
the track you're on. And so let's play it out. Like, what if they say no? And so sometimes they're like,

397
00:30:40.320 --> 00:30:43.840
well, then I would do it anyways. And you're like, awesome. Let's sign up. Now one out of three times,

398
00:30:43.840 --> 00:30:47.680
that's actually what happened, which is crazy. I still am blown away by that. But then the two out

399
00:30:47.680 --> 00:30:53.040
of three times, then I go, you want permission not support. Now, if you're looking at time or money,

400
00:30:53.040 --> 00:30:57.760
for example, then you say, Hey, we need, we need resourcefulness now resources. So it's like,

401
00:30:57.760 --> 00:31:02.720
you have your little isms that you can remember. If it's time, then it's, well, is it a seasonal

402
00:31:03.200 --> 00:31:06.880
thing? Because if it's a seasonal thing, means you're busy right now, and you might be, you know,

403
00:31:06.880 --> 00:31:11.840
less busy later, that assumes that you'll never be busy again. And so do you want this thing to be

404
00:31:11.840 --> 00:31:15.360
long lasting, the simplitation, or do you want it to be just like only for the time that you're not

405
00:31:15.360 --> 00:31:19.200
busy? And then you'll fall off again when you get busy. Well, shoot, I want it to last forever. It's

406
00:31:19.200 --> 00:31:21.920
like, okay, well, then you should probably start when you're busy, because that's what I'm going to be

407
00:31:21.920 --> 00:31:26.160
giving you the most support is now so that when you get to the free time, it'll be easy coasting. And

408
00:31:26.160 --> 00:31:30.080
when you get busy again, you know how to stick with it because you had the support, right? And so

409
00:31:30.080 --> 00:31:34.640
again, it's like, you have to be able to dismantle these things as you understand all of these,

410
00:31:34.640 --> 00:31:40.080
there's a fundamental underlying fallacy of giving away power to something else because people don't

411
00:31:40.080 --> 00:31:45.280
want to make mistakes. They don't want to fail. And so they come up with all of these excuses.

412
00:31:45.280 --> 00:31:49.200
They come up with time. They say, like, that's the seasonal thing. You can have time in terms of

413
00:31:49.200 --> 00:31:54.160
the micro, which is, I don't have time in my day. I'm like, well, you're here. So when were you

414
00:31:54.160 --> 00:31:57.440
imagining? And this is why you do this up front. When were you imagining it? How much time can you

415
00:31:57.440 --> 00:32:01.600
dedicate to this implementation to this SEO agency, to this weightless firm, whatever it is, right?

416
00:32:02.400 --> 00:32:07.120
If you ask that up front, then if they say, oh, I don't have time with it, then you say,

417
00:32:07.120 --> 00:32:12.160
well, what changed between then and now? Just so I have understanding. Did I ask the question

418
00:32:12.160 --> 00:32:16.960
in a weird way that made you like not understand it? And again, this is where tone matters a lot,

419
00:32:16.960 --> 00:32:21.520
because now you're in the red zone, right? Now it's like the bomb's way more sensitive, because the

420
00:32:21.680 --> 00:32:26.400
time ticker's going. And so we want to be actually, this is where rapport is so important in the

421
00:32:26.400 --> 00:32:32.320
beginning, because I'll add this in. This is a bonus one. I call it the ghetto tone, okay? And I

422
00:32:32.320 --> 00:32:37.440
learned this from Sam Backyard. So he had a personal training business, and that's why I shadowed

423
00:32:37.440 --> 00:32:41.600
underneath when I got into fitness. He let me just work for him for a minimum wage. And so I learned

424
00:32:41.600 --> 00:32:46.560
how to do business work. Anyways, I saw him have this, you know, rich white lady doesn't put her

425
00:32:46.560 --> 00:32:50.960
weights back, right? And he was still training at the time, like he was training sessions a little bit.

426
00:32:51.920 --> 00:32:56.720
And so he was like, girl, he's like, I know you ain't about to leave my gym without putting your

427
00:32:56.720 --> 00:33:01.680
weights back. And he's a person, dude, right? But he would get into this kind of like ghetto, like

428
00:33:02.320 --> 00:33:07.440
whatever you want to call it, way of talking. And she'd be like, fine, I'll go put him back.

429
00:33:08.160 --> 00:33:12.240
And I thought about that. And I was like, man, if I had just been like, hey, Susan, can you put

430
00:33:12.240 --> 00:33:19.680
your weights back? Like she's like, I pay for personal training. You can put my weights back. Like

431
00:33:19.680 --> 00:33:24.560
that could get really bad, really fast. But when you say it like that, all of a sudden it's like,

432
00:33:24.560 --> 00:33:28.880
I'm communicating the same thing. And I get the desired result. And they think it's fun and light

433
00:33:28.880 --> 00:33:36.000
hearted. And so in the same sense, when you're in the clothes, I use a ton of humor and that tonality

434
00:33:36.080 --> 00:33:42.560
to diffuse hard conversations. So I say like, girl, I was like five minutes ago. I was like, you

435
00:33:42.560 --> 00:33:46.400
had four hours a week. I was like, what happened my four hours? If I say that, no one's going to be

436
00:33:46.400 --> 00:33:51.280
upset with me. They'd be like, well, I mean, I didn't know that it was going to be ex-wise yet. And

437
00:33:51.280 --> 00:33:58.160
then I'd be like, fine, I know. And then then then tone switch. And you're like, what's really going

438
00:33:58.160 --> 00:34:07.840
on? And then you get the real stuff. Because guess what? Closers ask hard questions. And they're

439
00:34:07.840 --> 00:34:11.840
the questions. It's the place where you don't want to go, which is where you need to go, which is

440
00:34:11.840 --> 00:34:16.480
you want them to diffuse the bomb in front of you and not when they get home. And so you don't want

441
00:34:16.480 --> 00:34:20.080
them to sit with the decision. You want them to confront. It's like, you might be wondering,

442
00:34:20.080 --> 00:34:24.000
this is a lot of money. Let's talk about it. You might be wondering if your husband's going to be

443
00:34:24.000 --> 00:34:27.840
against it. Well, let's talk about some reasons that he might not be against it. Let's talk about

444
00:34:28.720 --> 00:34:32.320
what your business partner will say if you buy this without their permission. Let's talk about

445
00:34:32.320 --> 00:34:36.880
that, right? And so you want to confront those ugly things. You don't want to, because like,

446
00:34:36.880 --> 00:34:42.800
you're not, like, if I, if you take anything from this, the best salespeople want to confront it

447
00:34:42.800 --> 00:34:47.040
because they're better at selling them than they are at selling themselves. So you want them to

448
00:34:47.040 --> 00:34:51.760
confront the obstacle in front of you so that you can help them through it. So don't wait for,

449
00:34:51.840 --> 00:34:56.080
like, you're not going to avoid it. I promise you, you think you're avoiding the landmine, but like,

450
00:34:56.080 --> 00:34:58.720
oh, because sometimes you hear that thing in the beginning of the call and you're like,

451
00:34:58.720 --> 00:35:02.080
that's a bit, I don't know if I want to blow the cut, dude, it's going to blow up in the close.

452
00:35:02.080 --> 00:35:05.920
If you can't even confront it before you've mentioned price, it's definitely coming up after

453
00:35:05.920 --> 00:35:10.880
you mentioned price. So like, confront it now. So one of my favorite ways to get to the hard question

454
00:35:10.880 --> 00:35:17.600
is asking, what are you afraid of happening? And then I follow that with, let's just play it out.

455
00:35:17.600 --> 00:35:21.280
A lot of times it's like, people don't even want to look at what's going to happen. It's like,

456
00:35:21.280 --> 00:35:26.480
no, let's play it out, right? Like, I remember I had this sale that happened where I had a lady

457
00:35:26.480 --> 00:35:33.360
who was like, I follow Dave Ramsey and I have envelopes of cash. And if I give you this envelope,

458
00:35:33.360 --> 00:35:40.400
that's my grocery money for the week if I do this program. And I was like, okay, well, what are you

459
00:35:40.400 --> 00:35:44.400
afraid of? And she like paused and I was like, is it that you won't be able to afford food?

460
00:35:45.040 --> 00:35:48.400
I was like, would you be afraid of that? And she was like, well, yeah, because she thought

461
00:35:48.400 --> 00:35:52.640
she was going to win the sale that was a trap. And I was like, well, you're trying to lose weight.

462
00:35:52.640 --> 00:35:56.000
I was like, worst case scenario, don't afford food, you lose some weight. I was like, win, win.

463
00:35:56.800 --> 00:36:01.040
Now I did that with a good tone. So she got a laugh out of it, right? And I was like, but let's be

464
00:36:01.040 --> 00:36:04.720
real. I was like, have you ever bought anything in the past that you weren't sure you could afford?

465
00:36:04.720 --> 00:36:08.800
I was like, and where are you now? You still survived. You're not on the couch, right? I was like,

466
00:36:08.800 --> 00:36:12.480
we always make it working the end, right? And you have to cut somewhere else. I was like, this is

467
00:36:12.480 --> 00:36:15.280
something that's going to last with forever. Like you have all these clothes. I was like, you

468
00:36:15.280 --> 00:36:18.960
want to make all of them look better in six weeks. I was like, just lose 20 pounds.

469
00:36:18.960 --> 00:36:24.080
What are you afraid of? Let's play it out. Best case worst case. When you do that, you can basically

470
00:36:24.080 --> 00:36:28.480
take away the emotion from the decision and say, okay, worst case scenario, you're on your friend's

471
00:36:28.480 --> 00:36:32.400
couch and you know what? You were poor before this and you were happy then too. So worst case

472
00:36:32.400 --> 00:36:35.680
scenario is in the same position you've been in before and it was fine. Best case scenario,

473
00:36:35.680 --> 00:36:39.920
you change your life forever. Does that feel like a bet you're willing to take?

474
00:36:40.640 --> 00:36:46.640
Right. And so if you just, you want to confront it and then walk into what they're afraid of and

475
00:36:46.640 --> 00:36:50.400
just say, let's play it out. So this happens here. This happens here. Best case worst case.

476
00:36:51.200 --> 00:36:55.520
And I can tell you that I probably closed more sales on best case worst case than any other

477
00:36:55.520 --> 00:37:01.600
clothes I have. Ask for the sale again. And so this is a big one. If you do not ask for the sale,

478
00:37:01.600 --> 00:37:05.440
you will not get it. That is a promise. Once you ask, if you ask again, you'll increase likely

479
00:37:05.440 --> 00:37:09.600
that they buy. Now, there's a right way to do this and a wrong way to do this. If you just

480
00:37:09.600 --> 00:37:16.640
ask again, when someone says no, bad luck. If someone says no and you ask why and then you resolve

481
00:37:16.640 --> 00:37:23.280
the why, then you ask again. And that makes sense. Says, hey, I can't make Tuesdays and you say,

482
00:37:23.280 --> 00:37:26.480
no worries. If we're able to do it on Thursday with that work for you and they say, yes, they say

483
00:37:26.480 --> 00:37:30.480
awesome. So you want to move forward. You ask again. Right. So all you're doing is resolving the

484
00:37:30.480 --> 00:37:37.040
concern. There's terms in the industry called looping or you know, obstacle overcomes whatever,

485
00:37:37.040 --> 00:37:41.520
whatever wording you want to use is that you resolve the concern and you ask again. And you can

486
00:37:41.520 --> 00:37:45.520
do this literally unlimited times as long as you resolve the concern and then you ask again,

487
00:37:45.520 --> 00:37:49.840
I mean, Layla will tell you that like, if it was either a Sunday sale because I usually had

488
00:37:49.840 --> 00:37:56.480
way less calls on Sundays or it was the last appointment of the day for me, she just knew that I

489
00:37:56.480 --> 00:38:00.800
would always close that sale because I would just have unlimited time because I was like, I will

490
00:38:00.800 --> 00:38:06.400
just keep going. And so I'll ask again and again and again. And I had, I had a partner back

491
00:38:06.400 --> 00:38:09.520
in the day. I don't know if I like the visual, but he's like, he's like, you're like a pit bull on

492
00:38:09.520 --> 00:38:13.200
someone's ankle. He's like, you just will not fucking let them leave. And I was like, it's because I

493
00:38:13.200 --> 00:38:16.880
think I think that they need it. They came in because they're trying to lose weight. We sell weight

494
00:38:16.880 --> 00:38:21.440
loss. What's the problem? Like, we just have to figure it out. And he usually's just like, it's

495
00:38:21.440 --> 00:38:26.400
mounds of stuff. You have to un-pile of all these excuses of all the times that they've been

496
00:38:26.400 --> 00:38:30.000
unsuccessful in their lives. It's like, they came in because they want to solve the problem. And

497
00:38:30.000 --> 00:38:33.360
when they can confront it with the decision, they get freaked out again because they really

498
00:38:33.360 --> 00:38:37.120
have this past traumas of the things they've tried and then feeling like a failure. And then they

499
00:38:37.120 --> 00:38:40.720
associate that failure with you in the moment. You're like, hey, Susan, calm down. We're just going

500
00:38:40.720 --> 00:38:44.880
to have you eat some fucking chicken and walk a little bit. It's going to be okay. And so the best

501
00:38:44.880 --> 00:38:51.360
closers come from the frame of helping the prospect. And so I will tell you this right now, the best

502
00:38:51.360 --> 00:38:56.640
salespeople care more about the prospect than they do. So whoever cares the most about the prospect

503
00:38:56.640 --> 00:39:00.800
wins the sale. And so if they care more about themselves, then they will win. Now you're like, well,

504
00:39:00.800 --> 00:39:04.800
of course, they're going to look care more about themselves. If you have more context than they do,

505
00:39:04.800 --> 00:39:08.320
which you should, because you know more about the product than they do, you should be able to have

506
00:39:08.320 --> 00:39:12.560
the best perspective to say, no, I'm not going to let this guy's limiting beliefs get in the way.

507
00:39:12.560 --> 00:39:17.360
Because I really want to help him or really want to help her. And I can see that today, it feels

508
00:39:17.360 --> 00:39:22.320
safe to retreat back to not taking action on this huge pain that they have. But I can see how

509
00:39:22.320 --> 00:39:26.160
this is going to play out because I've seen a hundred other people just like them. Walk out the door

510
00:39:26.160 --> 00:39:30.480
and I see him, you know, a year later in their exact same position or worse. And I don't want that

511
00:39:30.480 --> 00:39:35.120
for them. And so if you keep the human at the forefront of your mind when you're making the sale,

512
00:39:35.120 --> 00:39:38.800
you'll never come across pushy because you they could hear the intention, they can hear the

513
00:39:38.800 --> 00:39:44.160
tonality in your voice, but you actually just trying to help them. So when you ask for the sale again,

514
00:39:44.160 --> 00:39:51.040
having key stories and metaphors that you can use to break beliefs is what allows you to then

515
00:39:51.040 --> 00:39:56.480
ask again, you can do that literally unlimited times as long as they have time and you have time

516
00:39:56.480 --> 00:39:59.760
and you address the problem. Now, if you don't address the problem and ask in the good annoyed,

517
00:39:59.760 --> 00:40:02.720
so you just want to make sure that you have an answer and you should have an answer because

518
00:40:02.720 --> 00:40:06.640
you've had this conversation before, there's nothing they should be able to tell you that should

519
00:40:06.640 --> 00:40:13.120
surprise you. If we zoom out, we have a salesperson who has maximum hours, maximum days, they have

520
00:40:13.680 --> 00:40:17.840
as many time slots for day filled up with the best prospects because they work them well,

521
00:40:17.840 --> 00:40:22.080
they have a plan before and after they come prepared with call and take notes and follow up with

522
00:40:22.080 --> 00:40:26.480
them, bam, bam, the whole thing. And when they're on the call, they're completely present, they

523
00:40:26.480 --> 00:40:30.720
breathe the scripts, they know how to handle obstacles, they have they have analogies and stories

524
00:40:30.720 --> 00:40:34.640
and metaphors memorized so they can help people overcome their issues, they stick to the script,

525
00:40:34.640 --> 00:40:38.560
they don't add to the script, they keep their word, condition is tight as humanly possible so they

526
00:40:38.560 --> 00:40:42.640
can maximize the number of sales they have per day and maximize conversion rate of those sales.

527
00:40:42.640 --> 00:40:46.560
Fundamentally, sales, by the way, I should have defined this earlier, is increasing the likely

528
00:40:46.560 --> 00:40:51.920
to the prospect buys. It's all this. So everything that has to do with sales, like if you had the

529
00:40:51.920 --> 00:40:55.760
perfect sales process, it means you would account for every single variable that could ever happen

530
00:40:55.760 --> 00:41:01.360
to any human and you'd get 100% of people who go through this process to buy. That's what a perfect

531
00:41:01.360 --> 00:41:06.640
sales process would be. And so it's a percentage conversion, that's all it is. And so with that,

532
00:41:06.640 --> 00:41:10.800
we have maximum opportunities, maximum percentage conversion, we have an amazing sales rep. But

533
00:41:10.800 --> 00:41:14.320
what if they can only do it for a day? That gets into the third bucket, which is what I would

534
00:41:14.320 --> 00:41:21.600
consider meta skills, which is traits of the best sales people. The things that most sales people

535
00:41:21.600 --> 00:41:26.480
struggle with are trait issues, meaning they are on and then they're off again, they're on and

536
00:41:26.480 --> 00:41:29.360
they're off again, they get motivated, they get demotivated, motivated, demotivated. If you feel

537
00:41:29.360 --> 00:41:33.680
like this, then it's a skill deficiency. You just don't know how to sustain performance for a long

538
00:41:33.680 --> 00:41:36.800
period of time. And I promise you, the difference in champions and everyone else that they can sustain

539
00:41:36.800 --> 00:41:42.560
performance. It's not like, I don't know if sales is for me. I don't know if I'm growing enough,

540
00:41:43.120 --> 00:41:46.400
dude, here's the clear deficiencies, you can't stay consistent. There's some growth that you can

541
00:41:46.400 --> 00:41:51.040
tackle right now, being consistent. I know they're kind of met a skill around this is enthusiasm.

542
00:41:51.040 --> 00:41:55.520
Like they're enthusiastic one week, they're not enthusiastic next week, being able to sustain

543
00:41:55.520 --> 00:41:59.280
and maintain a high level of enthusiasm for the role. And when you're on the call,

544
00:41:59.280 --> 00:42:04.160
is a skill. It's a skill. You whistle while you work. You got to learn how to do it. You got to

545
00:42:04.160 --> 00:42:08.080
learn to like the stuff you don't love. So you can do the thing you really love, which is sales.

546
00:42:08.560 --> 00:42:12.720
The best salespeople kill for sport. Let me tell you this a little analogy.

547
00:42:12.720 --> 00:42:18.080
You notice a little analogy. So I heard this from Mike Arcy and I just love this. He said,

548
00:42:18.080 --> 00:42:21.280
there's three types of salespeople. There's dogs, horses and tigers. He's like, dogs,

549
00:42:21.840 --> 00:42:24.720
you got to feed them. And if you don't feed them, they starve to death. And you got to,

550
00:42:24.720 --> 00:42:27.200
you got to give them all this attention. You got to rub their bell every day. And the moment you stop,

551
00:42:27.200 --> 00:42:31.760
they die. Worses, they will gallop as long as you keep whipping them. But the moment you stop

552
00:42:31.760 --> 00:42:37.600
galloping, they just go down to a trot. He's like, but tigers, he said a tiger can eat a full meal,

553
00:42:37.600 --> 00:42:42.240
but then if a bunny walks across his line of vision, we'll kill the bunny for sport. He's like,

554
00:42:42.240 --> 00:42:46.640
you want tigers. And I love that little analogy because the best salespeople that I've ever met

555
00:42:46.640 --> 00:42:53.680
in my life, they love sales. They love the thrill of the clothes, of the hunt. When I was selling

556
00:42:53.680 --> 00:42:57.600
weight loss, I would sometimes have homeless people and things like that that would come in,

557
00:42:57.600 --> 00:43:01.600
who would respond to my ads. It would happen, right? I had two ways to take it. I could try and

558
00:43:01.600 --> 00:43:05.360
not take it seriously, trying just like basically just get through the sales. I could move on with my

559
00:43:05.840 --> 00:43:11.680
life, or I could see it as free practice. And what's crazy is the amount of times where I judge

560
00:43:11.680 --> 00:43:16.400
someone is poor and turned out that they just dress different. I don't know anything about that.

561
00:43:18.560 --> 00:43:22.480
Was more times than I can count. And a lot of them were like, hey, I appreciate you just like,

562
00:43:22.480 --> 00:43:26.800
you know, treat me well. And I was like, of course, I was like, this is a business. Your money

563
00:43:26.800 --> 00:43:34.480
spends the same. And so you either practice the skill or you close either way you win. It's a lot

564
00:43:34.480 --> 00:43:39.280
like lifting weights where if you have your warm-up reps and they look different than your heavy reps,

565
00:43:39.280 --> 00:43:43.360
you're actually not practicing at all. So you're wasting all these opportunities that you could be

566
00:43:43.360 --> 00:43:48.400
practicing your skill, sharpening the sword, which we call it in the sales world. You could be

567
00:43:48.400 --> 00:43:51.680
sharpening the sword, but you're actually making it dollar because you're practicing the wrong

568
00:43:51.680 --> 00:43:57.280
way. You're learning bad habits by not taking the sale seriously. So the best salespeople kill for

569
00:43:57.280 --> 00:44:02.880
sport. And so I had, I'll tell you a Jacob story, which is my young, my young, you know,

570
00:44:02.960 --> 00:44:06.800
started with me at like 15 now. He's been with me however many years seven. He started as a low

571
00:44:06.800 --> 00:44:11.520
male in the Sodom pole. And so when we would have lesser qualified leads, they handed all of them to

572
00:44:11.520 --> 00:44:14.880
Jacob. He's like, I'll be the garbage man. He's like, I'll take anybody's leads. He's like, I just

573
00:44:14.880 --> 00:44:18.720
want to get good. I just want to practice. And so he's trying to take as many reps as he possibly could.

574
00:44:18.720 --> 00:44:22.240
And guess what happened? He started taking more reps than everyone else did. And guess what happened

575
00:44:22.240 --> 00:44:25.920
after that? He got better than other people did because he took more reps and he took every one of

576
00:44:25.920 --> 00:44:29.840
these as a fucking gift, which is what it is. Is that someone's going to give you the time to learn

577
00:44:29.840 --> 00:44:34.880
the skill of sales? The business paid for that lead. Maybe it's less qualified. They paid for

578
00:44:34.880 --> 00:44:39.600
it just the same. And you have the benefit of learning the amount of people who want to learn how

579
00:44:39.600 --> 00:44:44.400
to sell better and are unwilling to take quote, unqualified leads is ridiculous to me. It's free

580
00:44:44.400 --> 00:44:48.560
practice with stakes and you still have the possibility of winning and closing a deal.

581
00:44:50.400 --> 00:44:55.840
The best salespeople track data. And so they're meticulous about the data they track. And so let

582
00:44:55.840 --> 00:45:00.880
me explain this. So you can judge and I've just seen this across my portfolio, the skill of any

583
00:45:00.880 --> 00:45:06.720
person in any endeavor that they practice by the quantity and quality of the metrics they track.

584
00:45:06.720 --> 00:45:10.000
And so if someone says, oh, I'm good at sales, I'd be like, cool, tell me about the metrics you

585
00:45:10.000 --> 00:45:14.400
track. Now, if they are like, ah, just close rate. It's like, well, there's so many other metrics

586
00:45:14.400 --> 00:45:18.640
that you could track to understand how good you are at sales because the close rate is religious

587
00:45:18.640 --> 00:45:22.960
and outcome. It gives you no leading indicators. It tells you nothing else, right? I want to know

588
00:45:22.960 --> 00:45:26.480
what percentage of leads you're booking. I want to know what percentage of scheduled things

589
00:45:26.480 --> 00:45:30.400
you're are showing. I want to know of show rate, what percentage you offering of offer,

590
00:45:30.400 --> 00:45:34.480
how many of your closing, how many, how many, what's your average call to close? Are you doing one

591
00:45:34.480 --> 00:45:37.840
call, two call, one point two? Like what's your, what's your average number? What's your average

592
00:45:37.840 --> 00:45:42.960
number of cash collected? Like there's so many other metrics that you can track to know how well

593
00:45:42.960 --> 00:45:49.600
you're doing as a salesperson. And yes, for everybody, like shout this from the rooftops.

594
00:45:49.680 --> 00:45:53.200
If you can get their schedule rate up by 20% is just as good as getting their close rate up

595
00:45:53.200 --> 00:45:57.840
by 20%. And so there's so many other things in the funnel that the best sales people know about

596
00:45:57.840 --> 00:46:02.720
closing, about how to increase the total number of sales they get by controlling all of the other

597
00:46:02.720 --> 00:46:08.720
variables that are under their control. Now, the bad guys, the dogs are like, I only want these times

598
00:46:08.720 --> 00:46:12.720
and I want them to be spoon fed to me. And if I don't get them fed there and you don't pat me on the

599
00:46:12.720 --> 00:46:17.200
head, I'm going to starve to death and die, right? That's what the dogs do. And if you've got sales

600
00:46:17.200 --> 00:46:20.720
people like that, they're dogs. I don't care how many, how much experience they have, they're dogs.

601
00:46:20.720 --> 00:46:26.320
Right? Tigers are like, I want to be available to kill whenever because I just love the hunt.

602
00:46:26.880 --> 00:46:31.520
I would do this for free. I'm just happy I get paid to do it. Pro tip, if you're somebody who's

603
00:46:31.520 --> 00:46:36.320
running a sales team, if you want to increase the close rates across the entire team, even more,

604
00:46:36.320 --> 00:46:40.800
give the best closers the best leads. And the way you do that is that you have to start by

605
00:46:40.800 --> 00:46:44.240
scoring your leads first, which means you actually have to track data. So you can say,

606
00:46:44.240 --> 00:46:47.440
these people have the highest likelihood of closing. When they have these three characteristics,

607
00:46:47.440 --> 00:46:51.040
they close it away higher percentage. And then you give those leads to the best guys.

608
00:46:51.040 --> 00:46:54.320
So fundamentally, you'd want the worst leads to go to the worst guy. The best leads to go to the

609
00:46:54.320 --> 00:46:59.280
best guy and everyone in between. And so by doing that, you actually matched the org. And so I actually

610
00:46:59.280 --> 00:47:04.400
had a salesman that I knew who was the top sales rep for a time share business. And it's exactly

611
00:47:04.400 --> 00:47:07.840
what you think it was. So it's a billion dollar plus company. This guy was making three million

612
00:47:07.840 --> 00:47:13.280
a year in commission selling time shares. And I had dinner with him and I was like, what do you do?

613
00:47:14.000 --> 00:47:19.040
differently. And he said, well, I won the sales competition. And so I got one hour with the CEO.

614
00:47:19.040 --> 00:47:22.240
And on that one hour with the CEO, which is the price for winning the sales competition,

615
00:47:22.240 --> 00:47:27.280
just 3000 salespeople is number one. He said, I just said, if you give me the best leads instead

616
00:47:27.280 --> 00:47:31.360
of wasting them on these guys who are new, he's like, I will make you so much money. And so the guy

617
00:47:31.360 --> 00:47:38.480
experimented with his little division. And he five X's income as the sales guy. And then they took

618
00:47:38.480 --> 00:47:45.040
it and they rolled it out nationwide and they five X the business. And so there's a huge opportunity

619
00:47:45.040 --> 00:47:50.560
in every business to give the best closures the best leads because you make more money. And what

620
00:47:50.560 --> 00:47:55.840
happens is is that the best guys will actually make more and more money, which then creates a

621
00:47:55.840 --> 00:48:02.240
survivorship bias for new guys coming in. And so if you know that best guy used to make 200,000

622
00:48:02.240 --> 00:48:06.880
a year as the top closer, but now can make 800,000 a year, the amount of salespeople that you will

623
00:48:06.880 --> 00:48:12.880
track your opportunity will 10 X. Now, even though the entry level guys now make less than they did

624
00:48:12.880 --> 00:48:17.040
before, the opportunity, just like the lottery, the same reason people buy tickets as they assume

625
00:48:17.040 --> 00:48:21.520
that they're going to get there. And so by having it this way, you'll have people come in willing

626
00:48:21.520 --> 00:48:26.560
to make less because they know that if they if they perform well, they'll go to the big leagues.

627
00:48:26.560 --> 00:48:32.080
Now, the other benefit of this is that you train your new guys on the worst leads. So you lose

628
00:48:32.080 --> 00:48:35.440
the least money as a business, but they also develop their skills because they've got to learn how

629
00:48:35.440 --> 00:48:41.360
to big borrowed steel and squeeze blood from the stones from the least qualified customers. And so

630
00:48:41.360 --> 00:48:45.200
when they get to somebody who's got a 700 credit score and actually has intent to buy, they're like,

631
00:48:45.200 --> 00:48:50.640
oh my god, this is amazing because they practiced on somebody who's like missing an arm and missing

632
00:48:50.640 --> 00:48:54.560
seven credit cards, and they are in bankruptcy. And they're actually in the middle of a divorce,

633
00:48:54.560 --> 00:49:00.560
and the real name isn't Al. It's actually Larry. And you know, it's complicated. I'm a liquid right

634
00:49:00.640 --> 00:49:06.160
now. I'm between thing, you know, whatever, right? And they're closing those people for lunch money.

635
00:49:07.200 --> 00:49:10.240
And so when you learn how to do that, when you get to like qualified prospects, you're like,

636
00:49:10.240 --> 00:49:14.400
oh my god, this is amazing. But at that point, the business doesn't bear the cost. The salesperson

637
00:49:14.400 --> 00:49:19.120
does so that they can develop their skills because this being real, you're still paying them to learn.

638
00:49:20.000 --> 00:49:24.480
And I'd rather pay as little as I can so I can allocate the resources the best way possible in the

639
00:49:24.480 --> 00:49:30.160
business. My biggest pet peeve and the reverse of that is my favorite thing about the best sales

640
00:49:30.160 --> 00:49:34.640
people is that they never blame circumstances. So whenever I have a salesperson who's like,

641
00:49:34.640 --> 00:49:41.360
the leads are bad or, you know, these people aren't a good fit or just like whatever BS that they

642
00:49:41.360 --> 00:49:45.280
can come up with, or like, I don't like the commission structure, we should change the like,

643
00:49:46.720 --> 00:49:51.920
just focus on the things you can control, right? And the guys that I love the most never complain,

644
00:49:51.920 --> 00:49:56.320
they pick up the extra shifts, they call the leads the most, they work them the most,

645
00:49:56.320 --> 00:50:00.560
they're like, these leads are amazing. I'm so grateful to have these and be able to practice and

646
00:50:00.560 --> 00:50:07.120
get paid to do it. And there's a time and a place for giving feedback on stuff, group calls,

647
00:50:07.120 --> 00:50:10.960
not one of them. If you are one of these salespeople, you give it one-on-one with the managers,

648
00:50:10.960 --> 00:50:15.360
I hate by the way, I've noticed like some people get on the phone just objectively, like their credit

649
00:50:15.360 --> 00:50:18.160
scores are just consistently lower than they were a couple months ago. I don't know if we've changed

650
00:50:18.160 --> 00:50:21.840
anything on the marketing side. I'm going to approach the leads the same. I love the practice,

651
00:50:21.840 --> 00:50:25.360
just thought it might be, you know, useful data for marketing, right? That's very different than

652
00:50:25.360 --> 00:50:29.600
like, dude, these leads are shit. I'm not taking these calls, right? That's just a pre-Madonna,

653
00:50:29.600 --> 00:50:34.480
and I hate that. And so again, the worst leads, the better you get to flex your skill.

654
00:50:35.600 --> 00:50:40.160
And the best salespeople take 100% of the control, and the best marketers take 100% of the control too.

655
00:50:40.160 --> 00:50:44.800
And so if everybody is taking absolute blame for every outcome, guess what? You win.