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So in today's podcast, I want to talk about two things related to sales.

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So number one is if you're starting out the first script that you can use to sell

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anyone just about anything.

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And second, one of the little tactics that I've used in scaling sales teams that have made

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my sales people far more effective and allowed me to scale that beginner sale beyond myself.

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What to say to prospects on the phone when you're just starting to get your first sales?

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So I use something called the Closer Framework, I'll make it very short, but the call should

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go something like this, C, so Closer is an acronym, C, clarify why they're there.

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So what made you hop on the call?

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What made you take a step?

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What made you respond to my email?

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What made you comment on my post?

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Whatever it is, they took an action to become an engaged lead, and that is your advantage.

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Because any person that you get on the phone with, with the exception of a true, true cold

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call first pickup, with the exception of that, everyone has responded to an email, they've

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commented on a post, they've responded to an ad, they've opted in, whatever.

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So you ask them why they did that.

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That clarifies, it gives you also a big authority in the frame, because they've taken a step

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towards you, and you're just receiving, so you say, hey, why'd you do that?

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And then they'll tell you what it was, then you move on to L, which is like, okay, so

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what I'm hearing is, and this is labeling with a problem.

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So it sounds like you want this, and this is the problem, or you want to have this outcome

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and you haven't gotten it yet.

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Is that sound about right?

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And they're going to say yes, and you're like, okay, cool, then you go to O, and you

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say, you're going to overview their past experiences, and you're like, okay, so what have

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you done so far to try and make this happen?

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Why is this so important to you?

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What else has happened in the meantime that has cost you from not having this occur?

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Right?

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And we call this the pain cycle.

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The reason you do the pain cycle before you sell something is that you want to temporarily

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increase their deprivation around that outcome.

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So we want to temporarily, in the state of the conversation, increase how important that

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outcome is for them.

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So you've probably heard in politics, whatever the topic is of the debate.

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It's like, it's the economy, it's education, it's the border, right?

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Whatever media puts more attention on is what people say is the main reason they vote

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for candidates.

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They basically make that the topic of the election, which is the macroeconomic situation

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or whatever, right?

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When you're in a micro event like a sales call, you have sometimes 10 minutes, sometimes

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an hour to basically, in that very small call, elevate the importance of that problem

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in their life so that you can motivate action.

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They were kind of hungry when they get on the call, but as you talk about the food that

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they could be having and the bad food they've been eating every single day and how crappy

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it is and how it's not good for them and how tasty and delicious this food is, what do

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we do?

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We're increasing their deprivation.

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We're making them hungerer so that when we make our offer, they're more likely to

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take it, which then goes to S, which is you sell the vacation.

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And so the reason I say sell the vacation out the plane flight is most salespeople, most

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new entrepreneurs want to focus on their features.

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They want to talk about the flight, they want to talk about TSA, they want to talk about

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check-in, they want to talk about their bags, they want to talk about their seat, all of

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these things that are on the way to Maui, their destination.

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You want to just talk about Maui.

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You want to talk about the liquor fingers good, what it's going to be like when they have

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a full stomach and they're feeling great with their family at the restaurant, that's

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what we want to talk about.

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We don't want to talk about how they're going to order it.

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We don't want to talk about the selection.

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We don't want to talk about how many times they're going to get their drinks refilled.

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We don't want to talk about any of that.

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We want to talk about Maui.

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We want to talk about being on the beach with the wind in their hair, with my tie-in hand,

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that's what we want to talk about.

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Sell the vacation typically is a three-point pitch, which is by the way you can separate

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anything into three points.

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You just chunk up or chunk down based on, hey, what does it take to be successful?

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It's like you need fitness, nutrition, and accountability.

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You need the leads to be timely, personalized, and qualified, whatever it is.

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It doesn't matter what you're selling, you can come up with three points and the people

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have to say, yeah, if I had all three of those things, I would succeed.

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At that point, someone doesn't say, yes, you move on to E, which is explain the way

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they're concerns, which are what are the specifics they have that are the reasons that they're

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not buying, which is usually going to be some sort of specifics about the program, something

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time-related, something money-related, something decision-maker-related, meaning they have to

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give the decision-making authority to somebody else, or finally, them just simply avoiding

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the decision for fear of making a mistake.

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You need to account for all five of those and know how to overcome each of them, which

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I cover in a four-hour plus video that you can watch on my channel somewhere else.

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R is reinforce the decision.

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Once they have made the decision to buy, you're not done yet.

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Now the work begins, which is the next 24 hours is crucial to making sure that they feel

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really wowed and impressed with your business.

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Most customers will judge a business based on the first 24 hours post-purchase.

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If you say, hey, I'm going to get you three things the next 24 hours, you're going to

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get introduced to this person, she's going to do this, and this is going to happen next,

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and you make those promises, and you keep those promises within that time frame.

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And ideally, you do it even faster than you promised.

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You want their pressure to be like, man, these guys are dialed.

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The closer framework is simple enough that you can teach it to somebody else, and when

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I was starting in my gym journey, I had sold every single membership for a year plus.

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And until I had somebody else come in who had never sold weight loss and have them follow

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the C-L-O-S-E-R framework in the sales pitch, and then saw them close their first sale

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without me, I actually cried.

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I was like, oh my god, someone else can sell this.

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This may actually be a business.

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And so learning to sell in this framework also makes it duplicatable so that you can

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give it to somebody else over time.

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Arm your salespeople.

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So I see too often a lot of founders and entrepreneurs have this kind of like animosity

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between their sales team.

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They feel like they shouldn't pay their sales team much.

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My sales team's so needy, they only want lay-down customers, they're always complaining

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about the leads, whatever.

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No, like you should be the tightest with your sales team because your sales team is the

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life, as the cash flow is the life flow of your business.

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If you don't have sales, you don't have a business.

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So they should get that level of a steam.

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And honestly, a huge portion of the business should be pretty much allocated to supporting

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them in doing their core activities.

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And so one of the main things that I like to do is two things.

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One, I arm my salespeople with an Excel sheet that has all the pieces of content that

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I have that can help overcome specific concerns from customers.

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And so right now, if you don't have a piece of content that overcomes every main concern

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a customer has about your services or your products, do it.

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And then as soon as you do it, the best converting of those things, one, you'll know because

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you'll get sales from them because people will DM you about it and be like, oh, I didn't

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know that.

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Now I'm interested.

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Take those, put them into a list so that your sales guys have them and they can send

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them to customers either before they talk to them or after they talk to them so that

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they can schedule a follow up call and say, hey, let me send you this video.

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It might explain your concerns.

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Let's touch base tomorrow after you watch it.

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And then you can allow that content to do some of that selling for you.

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And as soon as I did this with my sales team in fitness, when I had weight loss customers

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and then in gym launch, when I had gym owner customers, our sales went up.

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And the thing is, this is nice because I didn't have to train any of them anymore.

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They just now had assets and resources they could deploy to leads who are a little bit

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cold or who need a little bit more selling.

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And they wouldn't have to spend time on phone.

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They just let me do the selling for them via the content that overcome that specific

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concern.