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Morning everyone, happy Sunday. I haven't talked about sales in a long time and sales is probably

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one of my favorite topics and it's one of the things that we're most known for

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at least outside of this space and so I feel like I might get back to my roots the next couple

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podcast slash videos and so I wanted to tell you a quick story about the gas

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and so when you were training a new salesperson or even you know when you're

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interviewing existing trainers to sell one of the difficulties is selling higher ticket and

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that's because people sell out of their own wallet meaning if they believe that something

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costs a lot of money to them then they will be less likely to be able to sell it to someone else

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because they think I could never afford this I would never pay for this and therefore this

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person won't make that you know they won't buy there's a couple of issues with that the first

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is that and this is what you would have to explain to an incoming salesperson or a salesperson

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who is struggling is that we understand certain things that someone who's coming in does not and so

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for example a mechanic might be like gosh I could never like I can't believe I'm gonna sell this guy

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like a radiator and whatever and like an oil change from like I like it takes two seconds to do

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we have trench knowledge that other people don't know that comes naturally to us because we've

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been doing this for such a long time and we and we underestimate how valuable the things that

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we understand are two people who do not know them right like I am useless at virtually everything

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that has to do with like fixing things and household chores and cars and like I'm useless at most

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of those things and so if someone were to come and sell me on something like I have no idea I just

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want them to take care of it right and so if that person was like you know what you can probably

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take care of this and you can probably take care of that they're down selling me on things that

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like I want I'm like no like I don't want that and so often I see this in fitness sales as well

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with people who are inexperienced right and so I want to show you tell you this one story I got

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from Nick Elliott who's a phenomenal salesperson um he runs a 35 person sales for a lady boss

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and um phone sales just selling cold people who opted in to two thousand dollar packages

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all right they didn't even opt in for a program they literally call them up and sell them like

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real sales okay and one of the one of the stories that he tells us about his time when he was at

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six pack shortcuts and what they would tell new people coming in is that when you pitched the

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initial offer the first thing that you were going to tell someone right that is your price anchor

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right you have to rip the bandaid off of how high this is going to go they would tell their new

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prospects and their new recruits if the person doesn't gasp on the phone at the price you did not

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go high enough I'll say it again they would tell the new people coming in the door when you pitch it

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pitch the biggest package we have and go as hard and as long as you can in terms of length and duration

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and painting full and you want that sticker to have a shock you want the prospect on the other side

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of the phone to gasp right and they would tell them that and so when people who were new came in

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it removed the fear of the shock because they made the shock the objective it was fucking brilliant

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and so I am telling you if you make that the objective what happens is that you push the price

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barrier right when you get someone to have a shock and then their pricing is massively stretched

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from their expectation all of a sudden you break into a new stratosphere of buying in retail if

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you're going to go buy a suit right and I did this recently actually not that recently um two years

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ago I went into a really high-end suit place right and I was like I'm going to get a really sweet suit

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like and stuff I've never had one I really walk and so I went there and the first suit they had

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me try on looked great and there and then I was like well how much is this thing and they're like

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the jacket is 12,000 right and so they started me there right and I was like listen don't there's

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like no fucking suit in the world that has worked that to me like I don't care as long as it's

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tailored right I'm good right and so they then went to the next suit they tried a company and I

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tried a couple other suits on and they were like this one I think is going to be really great for you

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so I tried on and the whole suit was like three or four brain or something like the whole thing right

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and at that point I had been price angered at 12 and I literally felt like it was a good deal

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walking out for like 3,800 bucks I was like great and only after the experience I was like man

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I was like they rocked that like they totally crushed me and what happened is after I started

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there that was the first purchase of the day I had hired some like professional shopper Russell

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told me to do it and it was actually a pretty good idea I ended up getting some some clothing um

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but anyways from there we went to like you know some places in the mall and got like some shoes

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to the match and all that kind of shit right but what happened is that after that first $12,000

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price point anger everything else felt like a rounding error really like everything else felt like

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nothing and I think I spent total of like $10,000 in the day between Leila and I going to like some

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of the nicest shops and Hugo boss and getting nice belts all the sort of stuff right so like redo

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but it was all because that initial barrier was broken at the beginning of the day right and then

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everything else does nothing and so to the same degree and fitness if you can make that big sale

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or at least get the gasp go for the gasp up front then everything after that will seem significantly

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less expensive and you'll be able to collect more money upfront you'll be able to get the person

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more invested and you'll ultimately be able to close more people at a higher average price

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Aimos in Asian quick break just to let you know we've been starting to post on LinkedIn and

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

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

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with tag them in one of my or Layla's posts and I will give you all the love in the world all right so

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let's get back to the show so the second piece to this is a belief that you have to embed

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inside of your salespeople or yourself that the more someone pays the more they pay attention

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may have heard me say this before but it's super true if someone pays $21 to do something they

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don't give a shit right if someone pays $2100 to do something they will probably care a lot more

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and so it is in our best interest and their best interest for us to sell them the highest possible

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personal investment okay don't think about as a price thing think how much can I get this person

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to invest in themselves all right so I want you to take that as a pre-frame when you're talking to

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these people when you walk in the door you have to think how can I get this person to invest the

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maximal amount of money in themselves and when you think that way you're thinking about it from the

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context of helping this person right you're not like I need to close the sale because that never

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comes from the right angle your energy will be off your tonality will be off and what happens is

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when you get into an obstacle overcome situation you will start talking in a combative tone how

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how could you know what do you have to think about like you start getting into that and you

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never win there if you're always selling from your back foot with the intention of helping the

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person make the investment in themselves and overcome the fears of making the decision that most

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people have then you will be able to win right and you will ultimately be able to help that person

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and so that's the angle that you have to come at when you're making these sales that being said

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when someone walks in your door whether it's for a 21-day promotion a six-week challenge a 12-week

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trick it doesn't matter what they walk in the door for you can sell them to their goal you do not

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need to sell these specific program that they came in for that program may not be the solution to

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their problem in all likelihood it isn't the solution to their problem because it's a short

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duration thing when in fact they probably want a bigger solution so if you identify when someone

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walks in the door what their goal is over the long term you can sell to that goal wrap a guarantee

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around it making years just a ball offer give them a same-day discount for making your pain full

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for that duration of time in the beginning and you may be able to get one two out of five to take

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their thing that they came in for which is maybe a six hundred dollar front end program and

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actually upsell them to a two thousand three thousand dollar ticket all right and if you come

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at it from that angle and you treat everyone the same when they walk in the door and you're an

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equal opportunity salesperson you will also sell more people because when you actually sell them

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at the price point which just by the way in general a six hundred dollar price point four impulse

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buy is typically the one that you can get everyone on but but you're underselling 20% of people

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who are saying yes 20 to 30% could go two to three times that price and so if you want to

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maximally extract the value from the people who are walking the door you need to match goal to the

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promotion to the prospect of the price that that person can afford right the ultimate investment

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that they're going to make I can tell you that a very rich person won't care about six hundred

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dollars right and so if you were trying to best serve them then you need to make the investment

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at an investment that is significant enough that they will care about the investment so that they

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will invest in themselves and when you're going through the sales process you're seeing where

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that point is for that person so that you can find the maximum investment point don't be afraid of

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having the person say no to the big one that's okay you ripped off the bandage you price position

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well and then you can down sell to what their largest investment is that they're able to do for

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themselves all right and when you do it this way you can two or three x the average front end ticket

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that you can have and so when you're teaching your salespeople the two beliefs that you need to

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convince them of is one that when they present the price they should go for the gas and if they

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didn't get the gasp then they didn't go high enough all right which means that if you're saying I'm

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selling you at ninety nine dollars a week for thirty three weeks because that's how long it's going

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to take us to get there then you're saying thirty three hundred dollars up front is what you are

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going for if they do not gasp you should have gone higher does that make sense after that you have

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the you have that you have to give them the conviction that this is helping this person invest more

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in themselves which will ultimately yield the best result for them in a long term right we can

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all agree and this is part of that sale that the reason they came in if they're trying to lose 50 pounds

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it's not going to happen in six weeks unless we start lopping off body parts right it's not going

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to happen they know it you know it so just solve their problem if someone then is like I really

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can't afford it blah blah blah blah blah then sure sure short in the duration of time that they're

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coming in for and then you can ultimately down sell the thing that they walked in the door for but

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with the understanding that you're still going to have the intention of solving the initial problem

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when they walk in and so I'm going to talk more about sales because I love sales but I haven't made

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one in a while if you like this comment and like it so that I know and I'll make more stuff like this

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but teaching the gas and transferring the conviction that the more the higher the investment the

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individual makes in money the more invested they will be and ultimately the more successful

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they will likely have in terms of outcomes and if you can extend it over a period of time

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you know and I know that in 33 weeks in 36 weeks we can genuinely change someone's life

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in six weeks in eight weeks really fucking hard right it's really hard to change someone's life

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in that period of time but if you can get the commitment then you can massively impact this person

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and so that should be your belief going into it and that should be the belief that you

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convict your salespeople with so that they don't sell from their own wallet and they sell out of

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the wallet of the individual so that they can get the investment that is that is meaningful for that

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person and they don't let their own experience or their own knowledge devalue what you are providing

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the person who's walking in the door so I hope that makes sense I hope that I was involved before

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you in terms of breaking some beliefs for your salespeople go for the gas transfer the conviction

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and then don't let them sell from their own wallet you also be able to help more people and make

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way more money on the front end all right have an amazing day guys happy Sunday I'm going to be

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digging super deep into our sales scripts and process I'm remaking our whole sales training

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and making really short in the belief everything else into one central sale so I'm pretty pumped

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and going through all my lifetime notes which is great so have an amazing day and let's love double

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like and type it all right back