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then it means that they may be saying the right things but they may be saying it the wrong way.

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Welcome to the game where we talk about how to get more customers, how to make more

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customers, how to keep them longer, and the many failures and lessons we have learned along the way.

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I hope you enjoy and subscribe. In this video I want to talk about why you're probably not

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closing as many sales as you hope you are. Now there's a lot of components, components to closing

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deals, right? You have the actual offer itself, price point, the prospect, the process they went through.

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So I actually think there's five p's that have to happen and be alignment prior to the sale.

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So the first is the promotion, for the right prospect, at the right price, for the right product,

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following the right process, right? There's the five p's that I think through when I'm looking at

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an entire sales pipeline. But what I want to talk about specifically today is why even if you're

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following all these things correctly and you're getting on the phone and you have a script that you

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know works or your team has a script that you you wrote out because you know it works, right?

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If they're not closing, then it means that they may be saying the right things but they may be saying

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it the wrong way. And so there's two components to saying the right things the right way, all right?

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So one is tone and the second is cadence, right? It's emphasis. And so I want to give you an example

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of both of those things. So for example, if I were to give you a script like you know Jerry Seinfeld's

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comedy script and you were going to get on stage and you were trying to deliver that, right?

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The tone, the pauses that you would have would not be the same as his, right? His intonations

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would be different than yours are. And so as a result, he would be funny and you would not be

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and you'd be wondering like, well, this worked for Jerry. Why is it not working for me? And so just

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like that, you may be looking at your team and wondering like, well, this works for me. Why is

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it not working for them? And you're looking and they're saying the words, but you're like, why is

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this not working? It's because they're saying them the wrong way. And so let me illustrate this

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in a different way. So if I were to say my own name, so if Layla, my wife calls me and she says,

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Alex, right? Or Alex or Alex, right? All three of those are just my name, right? Said

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differently, have different meanings. I'll give you another example. I got this from Jason

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Flyman. I love this. I didn't say he hit his wife. I didn't say he hit his wife. I didn't say

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he hit his wife. I didn't say he hit his wife. I didn't say he hit his wife. I didn't say he hit

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his wife. I didn't say he hit his wife, right? And so each of those sentences has different meaning,

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right? Because of the emphasis that we put on the words. And so just like both, so one is you have

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the tone that you're using, the pauses where you put emphasis, right? And then you have how you're

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saying the words. And so what happens is you have somebody who's reading a script, but they aren't

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reading it the right way. And so there are two, there's two ways to fix this, right? One of them is

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to become a master salesman, right? And learn how to control your tone, right? Learn when to

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lower your voice so that what you're saying shows the prospect that it's really important, right?

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So slowing down what I'm saying, I'm lowering my tone so that you know that you need to pay attention

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to what I'm saying. Whereas if I'm really excited, I'm talking about all this stuff. It's really

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exciting. And we're like, we're all we're all fast paced. We're all up here, right? Then that's

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going to it's going to communicate something different, even if we're both saying the same words,

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right? And so one of those things happens from repetition, right? You learn, you start to learn

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the stuff because you're like, man, I nailed that sale. What did I do right? And so one of my side

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note recommendations for everyone is everyone here, hopefully, has been on a hot streak at some point.

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Like there's some days you get on the phone, you're like, man, I can just close anyone right now.

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When you are hot, those are the videos you should watch. That's the game tape footage that you should

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go over and over and over again. I mean, and ideally, like in the beginning, you might not have that,

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you have to watch other people's stuff. But when you're hot, you say things differently, you pause

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at different points and it's those micro nuances that create master salesman and the true master

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salesman, right? The difference between a 250 batter and a 300 batter, right? For a baseball analogy,

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is it's like one one hit every two or three games, right? It's not a huge difference.

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But that's the difference between a master salesman and a Porsche and an average salesman is that

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great salesman never get cold. They're always on a hot streak because they know how to recreate

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success. And it's because they know how to say the things the right way for the right prospect.

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Real quick, guys, if you can think about how you found this podcast, somebody probably tweeted

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it, told you about it, shared it on Instagram or something like that. The only way this grows

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is through word of mouth. And so I don't run ads. I don't do sponsorships. I don't sell anything.

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My only ask is that you continue to pay it forward. Whoever showed you or however you found out

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about this podcast that you do the exact same thing. So if it was a review, if it was a post,

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if you do that, it would mean the world to me and you'll throw some good karma out there for another

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entrepreneur. And so to wrap this up for you, if you have your sales team, right, the easiest

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tactic is to get them to a watch the footage of themselves when they were hot. And if they

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haven't, watch other people who were hot and what they were saying at that point because there

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were minor ways and tonality and shifts and pauses that you will do when you are assuming the

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clothes the right way, when you're projecting the confidence, when you have the conviction that

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communicates differently. And so let me let me give you a fun tip that I found. Like we always

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close the highest percentage on our deals when we had people finishing our program, right?

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Because on the days that we would finish our cohorts, our groups of clients, we'd have all

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these success stories that would go again after another, after another, after another, we do all

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these interviews on one day. And so my sales team would watch this happen and then they would get

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on the phones and they would be so convicted about what they were selling. And so this leads into

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the two ways that you can fix this, right? So number one is you become a master salesman.

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You become a master salesman through repetition and through studying game-tick footage,

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which is the first thing I said. The second way and the faster way of doing this is to believe in

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what you saw. And this is hard. I'll be real with you, right? This is hard for a lot of people,

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especially if you're a business owner, because you know all the problems in your business.

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They're always going to be problems and those aren't going to go away. And so one of the things that

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I have hacked in my own mind is asking two other questions, which is I will never have a perfect

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product. And I'll tell you that right now. But I can have perfect intentions, right? And so

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that is something that you can delineate for yourself. Number one, and you know your intentions.

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So if your intentions are perfect, then you can fix those and you can have perfect intentions,

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right? But your product will never be broke. It's going to always improve, right? The second thing

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in terms of improving it is knowing that the product that you have, that you're that the

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prospect we better served working with you than with anyone else. And so that is something that I

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have I have looked at. And so this is easier for somebody who's getting into a marketplace. And you

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can see the other competitors there, they're there. You may not be perfect, but you can believe

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that you're the absolute best shot that this person has to be successful. And this is especially true

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if you have some sort of education or training type business where someone is required to do something.

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So like if you were if you're helping someone with life coaching or helping someone with weight loss,

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you're helping someone with with their business, like these are all skills that they have to develop.

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You cannot eat the food for someone. You cannot do the push-ups for someone. You cannot hop

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on the sales call for them. They have to learn the skill, which means that you can provide something,

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but they also have to come the other half the half the distance, right? And so the way to continue

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to have that conviction is one, recognize your intentions. If you can fix your intentions and know

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that your intentions are perfect, then that is going to be a huge step forward that you'll have over

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your competition. Because then it will force you. It will cause you to say the things the right way.

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Because people can feel conviction. They can feel the subtle nuances of how you communicate. And

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they will choose to believe you, not based on what you say, but on how you say it, right? And the

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second way is by making sure that your product is the best and that it is the best shot that this

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person has. You can't say, I guarantee that you're going to lose weight. I can't say I'll guarantee

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that you're going to make more money because you can't because you can't control the variables,

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but you can guarantee that you will be the best shot that this person has at being successful.

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And so for me, cracking that code mentally helped me a lot, especially in weight loss sales when

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I was starting out, right? Because I would have someone in and I knew the stats. I knew that in

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six months, half the people who were signing up weren't going to be at the gym. I knew that, right?

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But the thing is is I can't look at someone and say like, well, maybe maybe they shouldn't

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sign up because I mean half the people aren't going to aren't going to show up within six months.

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But instead I was able to shift and this was something I had to learn that I'm still the best shot

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this person has at getting where they want to go. They're still going to have to do stuff on their

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part. But I know with conviction that my intentions are perfect and that I am the best shot they have

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at getting where they want to go. And that is the conviction that I can stand on that I can look

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someone in the eyes through their soul and tell them that I were the best shot for them to be

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successful. And that is how you can change the way you speak. So you can speak with conviction

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to a prospect. And that is what I found. And so hopefully you find this valuable. If you are not

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selling or your team is not selling the way you want it, it is not necessarily because the words

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you are saying, sure, it's all the other things that I said, the promotion, the offer that you're

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running, right? The process that you're taking them through, the price that you're selling it,

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who you are selling to, the prospect themselves. All of those things are going to be things that are

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going to weigh into whether or not it's successful. But once you are actually on the phone with the

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person, they're fundamentally a sale, simply a transfer of belief. And if you do not believe,

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then you cannot change that belief. And the way that you communicate belief is not in what you say,

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but how you say it.