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That is going on happy Tuesday and I was just writing a piece of copy for an ad and I thought

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that it would be really useful for those of you who have teams because it simplified the concept

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of selling or persuasion into two pieces and this is something that I fundamentally believe in

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from a selling standpoint and it allows you to simplify what your team needs to know to close

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right and so instead of thinking because we have the closer you know formula clarify whether

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they're labeled them with the problem overcome past pain you know sell them the vacation explain

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away there concerns then reinforce the decision right so that's the that's the closer formula as we

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know it's up Gary but to simplify it even further for your teams I think you can you can simplify

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even more into two basic concepts all right in the first the first piece is the promise and the

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second piece is the delivery okay for someone to buy what you're selling they have to perceive the

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promise as valuable and perceive the promise as valuable enough in exchange for the money right

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and so what's interesting is that I've been able to see this from a B2B standpoint and from a B2C

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standpoint and so for a B2B standpoint it's really easy to establish a promise of perceived value

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because like you literally can just say like you pay us 10 grand we make you 100 does that sound

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worth it everyone says sure yes of course you can do that because it's the second piece of the

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persuasive equation which is the one that's faulty in a B2B situation which is whether someone

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believes that you can actually deliver on that promise right now when you're selling in a B2C

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situation which is what we're doing at the gym right we're selling fitness we're selling weight loss

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that's where the first part which is the promise is someone of the harder parts sometimes to

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establish value because someone like that's why we have to continue to dig into the pain and then

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get them to realize how long they've been doing this get them to realize how many pieces parts of

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their life this is affecting so that we can increase their attention on it and then by putting

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more attention on it it increases in importance so they've done studies in polling when they

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when they talk about like what are the most important topics for the election right and so whatever

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the new cycle is currently on like the for our last election cycle the wall and immigration was

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you know Trump's main thing and so it was one of the primary things that people were voting on but

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he created that topic right by putting people's attention on it and then when you put people's

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attention on it it becomes more important and that's essentially what we're doing in

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some process is putting your prospects attention on the problem so they become more aware of how

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important it really should be to them where in fact most times they're using a coping mechanism

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of ignoring it because it's too painful to confront the emotions they have around how they look

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and how they feel and how they're showing them as a parent etc right and so if you are selling

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and someone says no you can basically narrow down to one of two things you either don't perceive

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what I'm saying is valuable or you don't believe that I can get you there right because I mean

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in scenario one they say no I totally totally need to transform my life I totally need to transform

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my body like I need this I need this I need this but I don't think me buying ebook from you is going

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to get me there right and then it is your job as he sells it to to bridge that gap and to make

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them believe that once they have this xyz program they're going to get there right and so

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what's interesting is that with a b2c sale most of the times the conviction is not as hard to get

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as in a b2b sale like in what we do but it's still it's like medium hard but the value side the

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first promise is one of the harder ones which is why the more you dig in to why they showed in

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today the more you establish the gap when they walk in the door why are you here why did you go

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through the trouble of signing up why did you go through the trouble of putting it in your calendar

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why did you remember why did you get in your car why did you drive through traffic why did you

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find parking all the way to get here why because it's important to you you might not even realize

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how important it is to you but on some level you know that it's something that you want to change

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right right and so what we're doing is we're continuing to stack value now when you are stacking

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value when the key pieces to understand is how much would someone pay for one more year of life

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a lot how much would someone pay for their children to have one more year of life probably even more

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how much would someone pay for their children did not have to suffer all of the pain and insecurity

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of being overweight because they don't have the right habits a lot a lot right and so a lot of

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times we miss the real impact of what actually transforming someone's life does and so I think a lot

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of times we get lost as fitness professionals when we're selling because we're trying to sell

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our widget but the round is that the widget is just a vehicle to get them to the promise

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limit and you have to have a vivid picture in your mind when you are selling to explain it with

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a promise line really is right and if you can truly articulate that to a prospect like what would

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it be like if you could have pizza every night what if you could have cake when you wanted to because

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you have learned how to count your macros right if you have learned how to eat whatever you want

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but do it in such a way that you never have to die again right like what would that kind of freedom

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be like what would it be like so that you go out with your friends and you look amazing and your

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friends are like what are you doing and then they see you ordering and they're like I don't know

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how you're doing this because I've learned a skill I know how to do this now so that you don't

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have to keep hopping from diet to diet to diet to diet right and then we're going to couple that

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with the fitness component so that when you are dieting so when you are losing fat we're also

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going to gain muscle right you know that muscle burns fat right okay if where's you but we're

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going to actually tones in the right areas you know me and this is where I'm using a little bit

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more salesmanship than I would like if I'm talking to you about how to do programming you know if we

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have a six week squat and deadlift seminar no girls are signing up for that but about a six week

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big booty boot camp tons of girls are signing up for that right but what are we going to do squat

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and deadlift we don't mean like if they're us like this but like you have to you have to phrase

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what you're saying in a way that the prospect can actually even understand why it would be viable

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then right so to bring this bring this home for your sales people if they are losing sales most of

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the time it is because they have not been able to articulate the value of the promise that we are

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making I want you to set you free from this thing that you have been struggling with for your

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entire life since when you've been overweight since I was 16 what do you think it would be like

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to not be overweight would you be okay with that do you think your identity would need to change

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because you've probably do you identify with the fact that you're overweight yeah I guess it's

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just I've always struggled right so it's like a part of who you are so I'm going to tell you it's

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going to be it's going to be hard for you right to deal with the fact that once we get you to

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that goalway your identity is going to change people are going to treat you differently and it's

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going to really mess with you so I'm just warning you so they are going to be damaging admission

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in and then all of a sudden they're like wow he's really talking to me like

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hey most in Asian quick break just to let you know that we've been starting to post on linked in

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and want to connect with you all right so send me a connection request and note letting me know

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that you listen to the show and I will accept it there's anyone you think that we should be

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connected with tag them in one of my or layless posts and I will give you all the love in the world

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all right so let's get back to the show

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like I'm gonna really get there right and so it's the way that you're talking about it

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that sets up the stage a good one that I got from my man Nick Elliott is that if you start talking

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to someone about their weight I'm going a little bit of tension here but if you talk to a lady

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about her weight or a guy and they laugh about it right they're like yeah man I am oh wait

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as can be right they say something like that this is like this is like a gut punch but it will

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it will crush you look at the person in the eye and you're like don't laugh it's not funny

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laughter is a coping mechanism that we use to cover up something that we know that we need to do

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right so right now you know that you haven't been getting to where you want to go and so you cover

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it you cope with by laughing about it all of a sudden the tone of the conversation right and then

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like someone's looking back at you and they're like holy shit you know like right you came

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here to change your life that's what I'm gonna do cool and then like literally you're just like

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what card you want to use so if you want to throw up punch you can use that um but anyhow if

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your eyes are struggling the value proposition is in the gap right it's in the why are you here

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and what's the problem that we're trying to solve and the where do you want to go and you continue

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to stack and reiterate the value to the point of of ridiculousness like if I were to change your life

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and all of your children's children are healthy forever because of the habits that you were

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able to instill you're able to live 10 years longer is that not worth $200 a month of course it is

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cool so then you transition to the second part which is now do you you need to believe that I can

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get you there right and so that's when you get into the conviction part and so it's like what would

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it take for you to believe would it take having lots of people who are just like you who wanted to

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get to where you want to go who have already done it that's why we have this big wall and so for all

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the people who are in my my crew we all have a massive wall of testimonials you all have seen my

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wall of gym owner testimonials right like I believe in them because those are proofs matter because

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it works right and so that's where the biggest the biggest piece of conviction is people who have

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who have struggled with what that person struggling with who have gone to where that person is

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trying to go and so the wall of testimonials is gonna be your number one thing right and then

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if that does not convince them then there is a limiting belief that you need to uncover

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which is why asking questions like why don't you think you would be able to achieve it what is it

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that you feel is missing in this program that you feel it would be necessary for you to be successful

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right and that's where you have to go back through the back pain and be like okay why do you think

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this failed right like you said you did Jimmy Craig right and sometimes it's explaining it's

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teaching because sometimes they don't know why they failed just why they're worried it's not going

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to work this time right so like you did Jimmy Craig awesome okay why do you think you failed

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and they're like I don't know I just you know after I kind of fell off and again the way back

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like okay so let's let's dive into it together so you started eating better right because they

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provide the meals for you right okay so you had a calendar difference that's a good thing right that's

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why you started losing weight okay what else do you think happens so you fell off so did you have

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anyone checking in with you on a regular basis calling you in taking measurements well we do

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once a month there okay so probably needs to be a little bit more than that you probably need

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more communication keep you in track so that the moment you actually fell off from an emotional

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standpoint you could get right back on rather than waiting a month when you already pretty much

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made the decision stop that's how to rubber up all right sure okay so we're missing the accountability

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it's got it all right so do you think were you doing any kind of exercise during this period time

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well I was kind of walking okay cool so so you lost the weight and then you gained it back right

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yes okay cool so if you lost the weight and then gained it back there's another thing there's

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two other things actually one is you didn't know how to cook because you were buying the food right

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so you never learn the skill of making the food so eventually you know that you're dependent on

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this company for the rest of your life until you learn the skill right they're giving you fish

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rather than you learning how to fish so that makes sense okay cool so we got that one so you were

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missing the accountability you missed learning the skill got that and the third thing is that when you

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were dieting you didn't do any kind of resistance training right muscle so that you could build your

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metabolic engine to to burn more right so that when you actually get to your ideal weight you're

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actually burning more calories not less wouldn't that be cool wouldn't you like to get your size two

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and eat the cake that you like because let me be real with you the only way that it's gonna stick

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is if you can eat the things that you like right on the way there and while you are there right

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I'm not saying you're gonna eat ice cream for breakfast or something didn't right but I am saying

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that you do need to be able to have those things so that you don't have to say I will never eat

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cake for the rest of my life because let's be real you're gonna eat cake right so you should

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learn how to do it so that you can literally have your cake and have your size two jeans

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does that make sense okay cool does that make sense why I did my work and why this is gonna work for

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you look we've done this a lot of times you can trust us cool okay on top of that just to show

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you that I put my money where my mouth is if for any reason between now at the end of the eight

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weeks or whatever it is you feel like you're not getting the service and the value that I'm

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promising you right now I'll give you your money back I'll reach to the check myself cool

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okay awesome we're card you want to use and you're done okay so that's um ultimately how you

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want to simplify the sales conversation with someone is one did they find it valuable and you can

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continue to staff value to the point of ridiculousness and feel free to because you need to really

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understand and I think like genuinely everyone is on here you need to understand what we provide

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to you sometimes we sell it short because we see it all the time we do it every single day some of

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you I don't know if any of you guys would feel like this who here gets numb to seeing before and

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after pictures I do I stop I stopped caring I'll be really honest with you I stopped caring I was

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like up there's another 60 pounder I stopped caring right because we're so numb to it because we've

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taken so many people through this transformation they're like we don't even have an emotional attachment

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to it anymore right the thing is is that person on that day is it's life changing and so you need

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to remind yourself what kind of impact we really have from a generational standpoint like here's a

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good generational health not generational wealth but generational health what kind of legacy are

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you leaving your your your kids right what's your health legacy oh fuck right now they're like you're

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hidden in the you're hidden in the throat right it's it's stacking the value and making them aware

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putting their attention on what this really is and if they laugh the road punch and be like this

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is serious don't laugh you're coping but the fact that you realize that you have failed but that's

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why you're here we're going to change that and that's why you're going to pain me because I am

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going to change your life right you look at someone like that with balls and they're going to

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give you their money because they're going to believe you because you better be for real if you're

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going to say that so that's the is it worth it side and then if they're like okay it's definitely

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worth it they don't believe that you're going to be able to get them there then you just ask the

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natural questions which is one look at our big wall so obviously we've taken people like you where

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you want to go so the next thing is if you feel like you're a special snowflake which is possible

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why do you feel like you're a special snowflake usually it's because of a past failure they

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don't understand as you do explain to them why that was a failure and why this will be different

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this time and that's how it works so anyways simplifying the sales for your team hope that was

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useful for you hope you all are having an amazing Tuesday two times Tuesday wanted to give you a

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tactical Tuesday piece of content a little bit more scores the gym world because my last like

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25 pieces is a little bit more on the pie this guy version if you guys do like this tag and

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comment so I can know if this is more of the style that you guys like I can make whatever but

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anyways this was my mind and I hope you enjoyed it from the valuable tag your peeps in it

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try to drop a comment drop a like and I'll see you guys on this website